Strategic Brand Concept-Image Management

Park, C. Whan; Jaworski, Bernard J.; Maclnnis, Deborah J.

doi:10.2307/1251291

Cited by 1,073 publications

(870 citation statements)

References 0 publications

Supporting

Mentioning

830

Contrasting

Unclassified

Order By: Relevance

“…Self-image of the customers can be achieved by purchasing such products about which customer is having a strong and positive brand image and thus brand image plays contributes in reinforcing their self-image. Park et al, [40] say that brand image is the "understanding consumers drive from the total set of brand-related activities engaged by the firm"…”

Section: Background Informationmentioning

confidence: 99%

See 1 more Smart Citation

Effect of Product-harm Crisis on Customer's Based Brand Equity: The Moderating Role of Attitude towards Brand

Bilal¹,

Idrees²

2017

aeb

View full text Add to dashboard Cite

A company importance can be changed by product-harm crisis (PHC). There are so many cases of PHC where weak response of the company's has resulted in negative effect on brand equity. Still less research studies were conducted on the effect of product-harm crises. The objective of this research is to investigate (a) the effect of PHC on customer's based brand equity (BE) (b) the moderating role of attitude towards brand (ATB) between PHC and BE. The population of this study consists of nine universities of Peshawar district offering business programs. Two universities were purposively selected. A sample of 200 undergraduate business students has been selected. After reading self-designed newspaper article by sampled undergraduate business students, questionnaires were filled on five and seven points' likert-scales. To investigate the effect of PHC on BE, simple linear regression was used. In order to measure the before and after effect of stone -walling response of a company on the relationship between PHC and BE, Wilcoxon signed-rank test was used. Also moderating effect of ATB was measured through SPSS. The overall results demonstrated that relationship between PHC and BE is statistically significant and negative. Additionally, the inclusion of ATB as a moderator has lessened the negative effects of PHC on BE. The effect of PHC on BE before stonewalling response was less negative as compared to after.

show abstract

Section: Background Informationmentioning

confidence: 99%

“…Park et al, [40] stated that brand image as getting customer's attention in order to have some positive image in the minds of customers. Aaker [5], defined brand image as a organizing association in some considerable way.…”

Section: Dependent Variable Brand Equitymentioning

confidence: 99%

Effect of Product-harm Crisis on Customer's Based Brand Equity: The Moderating Role of Attitude towards Brand

Bilal¹,

Idrees²

2017

aeb

View full text Add to dashboard Cite

show abstract

“…Richins and Dawson (1992) came to the conclusion that materialistic people are likely to evaluate their own and others' success by the number and quality of goods possessed by them and this view decide their preference for goods. Consumer preference may differ on the basis of several factors i.e., brand, price, advertisement type, celebrity, country of origin (Bilkey and Nes, 1982;Govers and Schoormans, 2005;Howard and Kerin, 2013;Jevons, 2005;Jaffe and Nebenzahl, 2001;Kansal, 2013;Leavitt, 1954;Mullikin, 2003;Rao and Monroe, 1989;Park et al, 1986;Seno and Lukas, 2007;Till and Busler, 2000;Zhu et al, 2003). There are other several reasons why consumer changes their preference, like in turkey it is revealed that the preference of male and female differ significantly while taking buying decision (Atkin et al, 2007;Demirbag et al 2010;Sutherland, 2011).…”

Section: Exploration Of Consumer Preference Through Literaturementioning

confidence: 99%

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

Kulshreshtha

Bajpai

Tripathi

2017

IJBFMI

View full text Add to dashboard Cite

Abstract:The second highest population of consumers with different wants and preferences, India is a place where MNCs have ample opportunities to cater variety of products. The purpose of this paper is to examine the Indian consumers' decision making regarding consumer durable goods i.e., split air-conditioner on the basis of several factors like brand equity, price, advertisement type, celebrity, country-of-origin under multi cue situation. In this study, firstly the evaluation is made about the impact of perceived difference among brand equity, price, advertisement, celebrity endorsement and country of origin on product preference. Secondly the relative importance of these attributes is being determined using part-worth analysis. Five relevant research questions were framed and tested. An orthogonal design was used to develop different product profiles which respondents could evaluate.

show abstract

“…This promise involves a set of symbolic and functional attributes that the market place associates with the brand. Symbolic attributes are those that fulfil internally generated needs for self-enhancement, role position, group membership or ego identification (Park et al, 1986) whereas functional brand attributes solve an externally generated consumption related problem. Baker (1991) defines brand preference as the consumer's inclination to select or choose a specific brand of product in preference to any other having a similar composition and cost or performance characteristics.…”

Section: Brand and Branding Definedmentioning

confidence: 99%

“…Benefits are the personal value consumers attach to the product or service attributes and refers to what consumers think the product or service can do for them. Park (1986), however, classifies benefits into three categories, according to the underlying motivations to which they relate: (1) functional benefits (2) experiential benefits and (3) symbolic benefits. Functional benefits are the intrinsic advantages of product or service consumption and usually correspond to the product-related attributes.…”

Section: Factors Affecting Brand Preferencementioning

confidence: 99%

Brand Preference for Mobile Phone Operator Services in the Cape Coast Metropolis

Dadzie¹,

Boachie-Mensah²

2011

IJBM

View full text Add to dashboard Cite

Branding is increasingly being used as a strategy for managing markets in developed countries while developing countries still lag behind. The objective of this study was to assess the level of brand awareness and factors underlying brand preference of mobile phone service brands in Cape Coast market in Ghana. A total of 100 respondents who included individual consumers were selected using accidental simple sampling technique. Primary data was collected using structured interview schedules developed for each category of consumers. The findings of the study showed that most of the respondent consumers were aware of mobile phone operator brands despite having come across few operator service advertisements. Young males, mainly students in the tertiary institutions, single and of Christian affiliations, dominated the market. Four factors were identified as key determinants of mobile phone operator service choice, namely promotion, price and availability of product, attractive packaging and product quality. There is need for mobile phone operators to incorporate these findings in the formulation of responsive marketing strategies.

show abstract

Strategic Brand Concept-Image Management

Cited by 1,073 publications

References 0 publications

Effect of Product-harm Crisis on Customer's Based Brand Equity: The Moderating Role of Attitude towards Brand

Effect of Product-harm Crisis on Customer's Based Brand Equity: The Moderating Role of Attitude towards Brand

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

Brand Preference for Mobile Phone Operator Services in the Cape Coast Metropolis

Contact Info

Product

Resources

About