Do brands of a feather flock together? Some exploratory findings on the role of individual brands in brand constellation choice

Lange, Fredrik

doi:10.1002/cb.28

Cited by 6 publications

(4 citation statements)

References 44 publications

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“…In view of Solomon and Assael’s (1987) distinct focus on symbolic complementarity and the enactment of social roles through consumption objects, the contemporary view in consumer marketing interprets the consumers’ choice of one or a set of products as a response for an immediate goal-fulfilment (Lange, 2005). As such, early research on brand constellations can be understood to have taken the marketer’s perspective, and the issue of how consumers themselves interact with and create brand constellations instead emerged within consumer research quite recently (cf.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

Tracing brand constellations in social media: the case of Fashion Week Stockholm

Geissinger

Laurell

2018

JFMM

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Purpose The purpose of this paper is to explore the effects of fashion weeks on brand constellations of participating fashion companies in social media. Design/methodology/approach The study analyses how brand constellations take form for seven Swedish fashion companies before, during and after Fashion Week Stockholm. In total, 3,449 user-generated contents referring to the sampled brands were collected and analysed. Findings On average, brand constellations of participating companies are increasingly incorporating other participating brands as a result of the fashion week. Based on the presented results, four brand constellation outcomes for participating fashion companies are identified: brand constellation amplification, concentration, division and dilution. Research limitations/implications As this paper is focussed on the Swedish market, additional results from fashion weeks taking place in other cities would be beneficial to verify the four brand constellation outcomes. Practical implications The results question the resilience of professionally curated brand constellations due to the emergence of user-driven constellations that also shape the position of fashion brands. Therefore, this development can potentially have a considerable impact on often carefully orchestrated brand positioning strategies executed by fashion companies. Social implications Digitally fuelled interdependences of brand constellations by professionals and consumers attest to the dilution of borders between consumers and producers. Originality/value This paper contributes to the field of fashion marketing and management by identifying four different brand constellation outcomes in social media for participating fashion companies as a result of fashion weeks and how to managerially handle these respective outcomes.

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Section: Conceptual Frameworkmentioning

confidence: 99%

Tracing brand constellations in social media: the case of Fashion Week Stockholm

Geissinger

Laurell

2018

JFMM

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“…The first few seconds of viewing a website are therefore critical for gaining a consumer's attention, and establishing a virtual store presence which is consistent with the consumer's brand image for the online site (Halliburton and Ziegfeld, 2009). Consumers categorise or position brands based on multiple factors, often seeing them in groups or constellations (Lange, 2005), and in a similar fashion, when they gather initial impressions of websites, they categorise or position those also. Therefore, the goal of this research is to gain insight as to how consumers initially view websites -as images rather than 'clickable' interfaces.…”

Section: Introductionmentioning

confidence: 99%

First impressions count: exploring the importance of website categorisation

Krishen

2013

IJCAT

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Grounded in categorisation theory, this exploratory research provides insights regarding how consumers initially perceive websites-as images rather than 'clickable' interfaces. According to this view, at first glance, consumers categorise websites with respect to some set of attributes, much as they categorise products or retailscapes. Similarity judgements are gathered from survey data using the Multidimensional Scaling (MDS) technique. Results show four salient attributes-uniqueness, educational value, personalisation, and trustworthiness. The main substantive contribution of this paper is the application of perceptual mapping to study and categorise static websites, and the finding that the non-dynamic attributes of uniqueness, educational value, personalisation, and trustworthiness are as important with i-branding as with retail branding. A methodological novelty is that rather than relying on consumer self-report regarding attributes of the websites, the present research utilises similarity scaling technique to capture website perceptions through indirect measures.

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“…The human propensity to categorize stimuli around such schema has been applied in social studies to account for stereotyping, political attitudes, and group decision making. Within an information processing framework, the principles of categorization have been applied to theories of consumer choice (Bettman, 1979), brand image transfer (Mittal and Tsiros, 1995), brand complementarities (Lange, 2005), and brand extension (Shen, Bei, and Chu, 2011). In sharp contrast to traditional cognitive research, the current theoretical effort in the field integrates the affect and cognition components of human cognition (Fiske and Pavelchak, 1986;Sujan and Bettman, 1989).…”

Section: Literature Reviewmentioning

confidence: 99%

“…However, other studies (Ross and Murphy, 1999) point to the consistency of taxonomic categories that cannot be obtained using goal-driven categorization. Lange (2005) argues that goal-derived categories are more suitable than taxonomy-derived categories when applied to brand complementarities.…”

Section: Categorization In the Marketing Literaturementioning

confidence: 99%

Pack membership : a study of Canada's competitive position in international food markets

Cedzynski¹

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The author has granted a non exclusive license allowing Library and Archives Canada to reproduce, publish, archive, preserve, conserve, communicate to the public by telecommunication or on the Internet, loan, distrbute and sell theses worldwide, for commercial or non commercial purposes, in microform, paper, electronic and/or any other formats. AVIS: L'auteur a accorde une licence non exclusive permettant a la Bibliotheque et Archives Canada de reproduire, publier, archiver, sauvegarder, conserver, transmettre au public par telecommunication ou par I'lnternet, preter, distribuer et vendre des theses partout dans le monde, a des fins commerciales ou autres, sur support microforme, papier, electronique et/ou autres formats. Bien que ces formulaires aient inclus dans la pagination, il n'y aura aucun contenu manquant.

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Do brands of a feather flock together? Some exploratory findings on the role of individual brands in brand constellation choice

Cited by 6 publications

References 44 publications

Tracing brand constellations in social media: the case of Fashion Week Stockholm

Tracing brand constellations in social media: the case of Fashion Week Stockholm

First impressions count: exploring the importance of website categorisation

Pack membership : a study of Canada's competitive position in international food markets

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