Impact of co-branding and brand personality on brand equity: A study of telecom sector in Pakistan

aqeel, zara; Hanif, Muhammad Imran; Malik, Muhammad Shaukat

doi:10.24052/jbrmr/v12is01/iocabpobeasotsip

Cited by 7 publications

(28 citation statements)

References 21 publications

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“…This paper has also attempted to explain the relationship between price and the promotion mix, and the growth of brand equity. A number of researchers (Aqeel et al, 2017;Shahzad, 2017) have conducted research on the concept of brand equity, using different predictors in different industries. The main contribution of this paper to the current research is an attempt to fill in the existing gaps in literature.…”

Section: Introductionmentioning

confidence: 99%

The Role of Price and Promotion in Creating Brand Equity

Mehvish¹,

Salman²

2019

LJB

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The purpose of this study is to ascertain the influence of price and promotion on brand equity, which eventually leads to the determination of consumer’s preference for a particular brand. This research aims to add value to the current field by testing this relationship under the influence of three other mediating dimensions including the brand image, brand loyalty and quality of the product. In order to test the proposed model, the Structural Equation Modeling technique was used in this study. Within this realm, the CFA and path analysis were used to assess the validity and reliability of the latent constructs. The results of the research revealed that the price and promotion of a particular product have a statistically significant relationship with its brand equity. The results also seem to reject the mediating effect of brand image, perceived quality and brand loyalty between price and brand equity. The relationship of promotion, however, does allow for mediation by the perceived quality of a brand, but rejects the other two hypotheses. A number of researchers in Pakistan have previously conducted research on brand equity, albeit using different predictors in different industries. It must be noted that this proposed model of price and promotion, and its effects on the brand equity has not been thoroughly tested in the Pakistani context. Hence, this study proves to be a preliminary basis for further research on the linkages between price, promotion actions and brand equity

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Section: Introductionmentioning

confidence: 99%

The Role of Price and Promotion in Creating Brand Equity

Mehvish¹,

Salman²

2019

LJB

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“…Could the construct of co-branding provide future researchers with an approach to understand a different type of political brand and reveal how candidate-politician political brands are created, developed and communicated? Co-branding is a complex, strategic approach defined as a combination of two existing brands amalgamated to create a unique single identity manifested in the form of a new brand (Abratt and Motlana 2002;Aqeel et al 2017;Baumgarth 2018;Besharat and Langan 2014;d'Astous et al 2007;Kumar 2005;Nguyen et al 2018). However, co-branding research remains 'relatively limited' (Aqeel et al 2017;Baumgarth 2018;Besharat and Langan 2014:112) particularly in different contexts and settings (Leuthesser et al 2002;Ronzoni et al 2018;Wason and Charlton 2015).…”

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confidence: 99%

“…Co-branding is a complex, strategic approach defined as a combination of two existing brands amalgamated to create a unique single identity manifested in the form of a new brand (Abratt and Motlana 2002;Aqeel et al 2017;Baumgarth 2018;Besharat and Langan 2014;d'Astous et al 2007;Kumar 2005;Nguyen et al 2018). However, co-branding research remains 'relatively limited' (Aqeel et al 2017;Baumgarth 2018;Besharat and Langan 2014:112) particularly in different contexts and settings (Leuthesser et al 2002;Ronzoni et al 2018;Wason and Charlton 2015). In addition, existing research seems to have overlooked cobranding from a brand creator perspective particularly how they are created, communicated and managed (Aqeel et al 2017;Baumgarth 2018;Besharat and Langan 2014;Volckner and Sattler 2006;Wason and Charlton 2015).…”

mentioning

confidence: 99%

“…However, co-branding research remains 'relatively limited' (Aqeel et al 2017;Baumgarth 2018;Besharat and Langan 2014:112) particularly in different contexts and settings (Leuthesser et al 2002;Ronzoni et al 2018;Wason and Charlton 2015). In addition, existing research seems to have overlooked cobranding from a brand creator perspective particularly how they are created, communicated and managed (Aqeel et al 2017;Baumgarth 2018;Besharat and Langan 2014;Volckner and Sattler 2006;Wason and Charlton 2015). This suggests that a strategic approach for cobranding could support the conceptualisation of candidate-politician political brands.…”

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confidence: 99%

“…Therefore our study puts forward a working definition of political co-brands as a 'system of brands' manifested from the combination of two existing brands. This includes elements of the 'corporate party brand' and characteristics of the 'candidate-politician brand' which are amalgamated to create a unique single identity (Abratt and Motlana 2002;Aqeel et al 2017 Besharat and Langan 2014;d'Astous et al 2007;Kumar 2005;Washburn and Priluck 2000).…”

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confidence: 99%

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Exploring the creation and development of political co-brand identity

Armannsdottir

Pich

2019

QMR

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Purpose The creation and development of candidate-politician brands, otherwise known as political co-brands, remains an under-researched area of study. This is supported by calls for more understanding on political co-brands and how they are positioned and managed by their creators. Framed by the concepts of internal brand identity and co-branding, this paper aims to investigate how political co-brand identity is constructed and managed over time, exploring alignment between the political co-brand and political corporate party brand. Design/methodology/approach An interpretivist revelatory multi-case study approach, using in-depth interviews, was conducted with three political co-brands (candidates-politicians) from the UK Conservative Party. The three cases represented constituencies across the UK from the North, Midlands and South of the country. The in-depth elite interviews were conducted July 2015 to September 2015. Methodological triangulation was also adopted to assess the coherency of emerging themes with online and offline materials and documents. A two-stage thematic analytical approach was used to interpret the findings. Findings This multiple case study demonstrates how successful political co-brands create and develop identities tailored to their constituency, often distinct from the corporate political brand and developed several years before electoral success at the ballot box. In addition, this study reveals that political co-brands are dichotomous in terms of strategically managing a degree of alignment with the corporate political brand yet maintaining a degree of independence. Research limitations/implications This study builds on limited existing concepts such as co-branding and political brand identity as a means of critical application. Existing research on co-branding remains a “relatively limited” and complex area of study and generally focuses on fictitious brands. Political brand identity remains an under-researched area. This in turn supports the development and advancement of political branding as an area of study. This paper highlights the opportunities of using the strategic approach of co-branding to help conceptualise “candidates-politicians” as political brands’ which up until now, “candidate-politician brands” have been difficult to define unlike the extensive research on corporate political brands. Practical implications This study has implications for practice too. Organisations and different typologies of political brands will be able to use this political co-brand identity framework as a diagnostic mechanism to investigate their co-brands current identity, assess alignment and make strategic changes or reposition the envisaged identity if desired. Similarly, organisations can use this framework, key dimensions and factors as a blueprint to design and build new political brands at a corporate and/or local level. Originality/value This study has implications for brands beyond the world of politics. Brands can adopt the political co-brand identity framework developed in this study as a pragmatic tool to investigate internally created co-brand identity and explore alignment with the corporate party brand identity. In addition, this research adds to the limited research on non-fictitious co-brands and co-branding literature at large and addresses the calls for more research on brand identity in new settings.

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