Journal of Brand Management: year end review 2020

Powell, Shaun M.

doi:10.1057/s41262-020-00209-3

Cited by 5 publications

(3 citation statements)

References 48 publications

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“…However, it is yet to be researched in the context of celebrity brands. Finally, studying brand-naming conventions is relevant (Powell, 2020). Future research should investigate brands owned by celebrities that do not carry the celebrity brand name, as this practice is gaining popularity, probably to eliminate risks of negative effects on the parent brand.…”

Section: Discussionmentioning

confidence: 99%

In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions

Osorio

Centeno

Cambra‐Fierro

et al. 2022

JPBM

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Purpose Celebrity-branded products constitute a brand extension growing phenomenon. Authenticity may explain why some of these offerings are successful despite low perceived fit, a traditional measure for brand extension acceptance. The purpose of this paper is to propose and test a framework based on the meaning transfer model that depicts the effects of brand extension authenticity, brand extension fit and idol attachment on the valuation of such offerings. An exploration of both functional and hedonic extensions is provided to control for product-type variables. Design/methodology/approach Scenario-based survey data from a general population (n = 646) was collected and analyzed with ordinary least squares regressions. Findings Brand extension authenticity is a significant antecedent of brand extension success in both product types, and brand extension fit is the most relevant antecedent only in functional extensions. Idol attachment exerts less influence than fit and authenticity in the functional extension. However, its relevance considerably improves in the hedonic extension. Originality/value A better understanding of consumers’ responses to celebrity brand extensions is essential to the branding literature. To the best of the authors’ knowledge, this study is the first to consider brand extension authenticity as a predictor of celebrity brand extension success and advances our knowledge of consumer behavior in relation to celebrities as brands and their products as brand extensions. The conceptual and empirical relevance of brand extension authenticity is demonstrated, highlighting its predictive power when compared with brand extension fit and idol attachment in a celebrity brand extension model, and a boundary condition related to product typology is uncovered.

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Section: Discussionmentioning

confidence: 99%

In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions

Osorio

Centeno

Cambra‐Fierro

et al. 2022

JPBM

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“…Though Morhart et al (2009) describes the importance of charismatic characteristics in contributing in internal brand building, past studies so far have not proposed the moderating role of TFL. Based on the extrapolation of future research avenues addressing internal brand and leadership (Powell, 2020), the present paper proposes moderation effect of TFL. The results indicate that TFL moderates the impact of IB on AC and NC, whereas it is not found to significantly impact the effect of IB on CC.…”

Section: Discussionmentioning

confidence: 99%

Internal branding, employees' brand commitment and moderation role of transformational leadership: an empirical study in Indian telecommunication context

Raj

2021

APJBA

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PurposeThe purpose of this paper is to examine the relationship between internal branding (IB) and employees' brand commitment and analyze how transformational leadership (TFL) moderates this relationship.Design/methodology/approachData were collected through structured questionnaires from 394 employees in Indian telecommunication sector. The hypotheses and conceptual model were tested by structural equation modeling (SEM), using Statistical Package for Social Sciences (SPSS) and Analysis of Moment Structures (AMOS).FindingsThe results suggest that employees' brand commitment is higher when organizations implement IB supported by transformational leaders. Results also indicate that impact of IB on affective commitment (AC) and normative commitment (NC) is greater than its impact on continuance commitment (CC).Research limitations/implicationsConsistent with the brand commitment dimensions, the findings present an empirically tested comprehensive and integrative model of IB moderated by TFL. This study provides scholars a deeper understanding of relationship among IB, employee's commitment and TFL. Though multicollinearity is addressed, presence of cross-sectional data is a limitation in the study.Practical implicationsThe study would help practicing managers to gain a new perspective to manage their internal brand mechanisms through TFL style by stimulating change among employees and create emotionally committed brand advocates.Originality/valueThis paper suggests an empirically validated framework of IB tested for moderation effect by TFL. It adds value to literature by reinforcing the effect of IB employees' AC and NC, especially among customer contact employees who represent brand during customer service delivery in telecommunication sector.

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“…The same thing was conveyed by Gangwani (2020) who analyzed that private label product brands had the potential to improve retailer performance, including how the private label product brands had managed to function as effective marketers in the retail industry. (Powell & Powell, 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

The Effect of Brand Element Criteria and Brand Image of Private Label Products on Store Image and Its Implications on Customer Loyalty

Annas

Pramudito

2021

IMAGE

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This study aims to analyze the effects and aspects of store images and customers loyalty. Independent variable in this research is criteria of brand element and brand image, and dependent variables are store image and customer loyalty. This research were using questionnaires collected from 302 respondents who buy products with private label brand on their shopping baskets during Pandemic Covid-19 period. The result showed that brand element criteria had significant effect on store image and the same as brand image gave significant effect on store image, and store image significantly affect the customer loyalty. The conclusion derived from this study was to keep the private brand element criteria on the sight of customer side, maintain its good image because the brand effecting also the store image where the private label brand sold. Reinforcing store image periodically to maintain its customer loyalty should be done periodically and frequently. Keywords: Private label;Private Brand;Brand Element;Brand Image;Store Image

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Journal of Brand Management: year end review 2020

Cited by 5 publications

References 48 publications

In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions

In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions

Internal branding, employees' brand commitment and moderation role of transformational leadership: an empirical study in Indian telecommunication context

The Effect of Brand Element Criteria and Brand Image of Private Label Products on Store Image and Its Implications on Customer Loyalty

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