Market closeness, commitment, and the international customisation of brand image: The case of Western brands in the Czech Republic

Bennett, Roger; Koudelova, Radka

doi:10.1057/palgrave.bm.2540005

Cited by 1 publication

(2 citation statements)

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“…Subsequently, the empirics of the brand image can be summarised into two categories. First are the set of studies that have convincingly demonstrated that brand image is developed and enhanced through consumers’ exposure to marketing communications including advertising and promotional contents (Bennett and Koudelova, 2000; Zhang, 2015; Buil et al , 2013a, 2013b; Yoo et al , 2000; Ghorban, 2012; Keller and Lehman, 2006; Keller and Lehman, 2003). Thus, in the wake of social media platforms such as Facebook, Twitter and YouTube becoming more important for organisations to disseminate brand-related information and engage their consumers in promotional activities (Mollen and Wilson, 2010; Kidd, 2011), these platforms have proven to be a key bastion for conveying different types of marketing communications to consumers (Rohm et al , 2013).…”

Section: Introductionmentioning

confidence: 99%

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The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention

Adetunji

Rashid

Ishak

2019

JRIM

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Purpose This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media platforms, can enhance positive brand image and evoke favourable behavioural intention from consumers. Design/methodology/approach This study surveys 615 consumers of automotive brands across Malaysia. The data were analysed with AMOS, which was used to specify both the measurement and structural models. The mediating effect of both hedonic and functional brand images was tested using the bootstrapping approach in AMOS and Sobel test. Findings The findings reported in this research demonstrate that there are positive and significant relationships between social media advertising content, social media sales promotion content, hedonic brand image, functional brand image and behavioural intention. Both hedonic and functional brand images have significant mediating effects on social media advertising content, social media sales promotion content and behavioural intention. However, the relationship between social media advertising content and behavioural intention is insignificant. Practical implications This paper proffers insights to brand managers and marketers on how to leverage on social media contents by unearthing the roles of traditional marketing communications such as social media advertising and promotional information in enhancing brand preference and improving consumers’ purchase intention. Originality/value This research advances the discussions in the realm of social media communications and branding by examining the mediating effects of both hedonic and functional brand images of automotive brands. In addition, this study focuses on two essential marketing communications, advertising and sales promotions, which are commonly disseminated by brand managers on social media platforms.

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Section: Introductionmentioning

confidence: 99%

“…The second category of brand image studies has reported that brand image drives consumers’ positive behaviour and response (Biel, 1992; Bennett and Koudelova, 2000). Thus, a properly developed brand image influence customers’ purchase decision and brand preference (Zembic, 2015).…”

Section: Introductionmentioning

confidence: 99%