Consumers’ evaluation of brand portfolios

Kwun, David Joon-Wuk; Oh, Haemoon

doi:10.1016/j.ijhm.2005.09.003

Cited by 41 publications

(15 citation statements)

References 137 publications

(265 reference statements)

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“…Na, Marshall and Keller [24]'s study examined how brand awareness and brand image influence on brand attitude. Kwun and Oh [25]'s study introduced that brand awareness, H1. Exhibition brand equity will have a positive influence to brand attitude.…”

Section: Research Hypotheses and Organization Of The Surveymentioning

confidence: 99%

The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition

Shin

Kim

Lim

et al. 2014

SHS Web of Conferences

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Abstract. The purpose of this study is to examine the influential relationships among exhibition brand equity, brand attitude and brand loyalty, focusing on the participants of 'HANATOUR International Travel Show' to evaluate brand equity and provide some helpful suggestions for the brand strategies of domestic exhibitions. Survey was conducted for three days from May 23, 2014 to May 25, 2014. The special range of study objects were collected with convenient sampling from the participants of HANATOUR International Travel Show in 2014. The data collected for this study were analyzed with the program AMOS 18.0. As a result, perceived quality and brand image as the components of brand equity had positive influence on brand attitude, brand attitude to brand loyalty, and brand awareness to brand loyalty. Therefore, the study concluded that 'HANATOUR International Travel Show' needs to try harder to establish brand equity and enhance their brand value to establish brand equity for a competitive and successful exhibition.

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Section: Research Hypotheses and Organization Of The Surveymentioning

confidence: 99%

The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition

Shin

Kim

Lim

et al. 2014

SHS Web of Conferences

View full text Add to dashboard Cite

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“…The following sections discuss each of the model's constructs along with their hypothesized effects. Brand image is defined as the collection of both product and non-product associations in consumer memory and is developed through a synthesis made by the consumers of all the various brand signals such as brand name, visual symbols, the products it endorses, advertisements, other communications and even its reputation 17, 18 . These associations possess the capability to effect brand extension evaluations 2,3,6,19 .…”

Section: The Proposed Model and Its Constructsmentioning

confidence: 99%

Brand extension feedback effects: A holistic framework

Dwivedi

Merrilees²,

Sweeney³

2009

J Brand Manag

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The study modeled the impact of key brand extension variables on the change in parent brand attitudes under a holistic framework. A quantitative study was conducted to test the model using a real brand and its hypothetical brand extension. Results indicate that the two strongest effects on brand extension feedback were fit between the parent and the extension and parent brand image. The paper outlines four principles for effective brand extension design and communication strategy. A precondition for launching a brand extension is a strong parent brand. Weak parent brands should be strengthened prior to brand extensions. Once this condition is met, the design as well as the communication strategy of the brand extension should emphasize the fit with the parent using appropriate brand elements. Positive attitudes towards the extension per se should be developed to create added value perceptions for consumers. The study is also a first-of-its-kind to be conducted in India.

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“…The process of brand building is characterized by a differing extent of the participants' involvement over time: while consumers influence the brand image in the long run, producers and their partners create the initial brand value based on profound and thorough research in market trends, by revealing and addressing characteristics of market demands [8]. The initial positioning of a new brand offering is highly important as consumers are likely to construct their later preferences based on initial experiences of brand and product usage [9].…”

Section: Relevance Of Food Brandsmentioning

confidence: 99%

Predicting Brand Perception for Fast Food Market Entry

Teichert¹,

Effertz²,

Tsoi³

et al. 2015

TEL

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We present a combined and integrative market research approach to address common, but potentially neglected problems resulting from consumers' perceptions towards food brands. Our findings provide improved response measures and guidance for market entry strategies of established and novel food brands. Two knowledge sources and methods are combined to derive a model of brand perception: experts' opinions are elicited using the Analytic Hierarchy Process (AHP) to generate an overall causal effects framework for food brands. Complementary hereto, a survey of potential consumers retrieves consumers' perceptions regarding market entry scenarios of different food brands. A remote metropolitan area (Novosibirsk) was chosen as quasi-laboratory setting to simulate the market introduction of alternative fast food brands. Insights are gained about the interdependence of branding and advertisement effects. As expected, consumers' attitudes towards the brand and towards the ad are the key success factors for any type of brand. Different responses depend on consumers' expectations towards novel or established brands. Otherwise, the paper provides a proof of concept to integrate AHP and experts' assessments with consumer surveys. Findings indicate a large potential to join external and internal perspectives for obtaining more valid market assessments before the real market entry. Managers might need to enhance their model of assessed consumer perceptions with expert opinion before entering a market in order to align their advertising accordingly. Global and local brands face distinctively different market entry barriers. Novel global brands constitute a promising alternative for a food company wishing to enter a new market. Managers need to decide whether a combined specific approach is necessary and eventually incorporate it in case of new foods brands. A novel method is introduced to assess market perceptions of food brands before the latter actually enter the market. A combined approach incorporates expert opinions to enhance incomplete consumer information. Findings indicate strong interaction effects between brand and advertisement related factors which in turn strongly influence consumers' perceptions.

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Consumers’ evaluation of brand portfolios

Cited by 41 publications

References 137 publications

The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition

The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition

Brand extension feedback effects: A holistic framework

Predicting Brand Perception for Fast Food Market Entry

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