Untangling the brand name from the branded entity

Abstract

Purpose -The purpose of this study was to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new brands. To accomplish this, conceptual development was initially undertaken in order to illuminate the links between the brand name element and the brand entity and to provide a theoretical framework for looking at changes in value of the brand name element to consumers over time. Design/methodology/approach -A conjoint analysis experimental approach was employed. This involved consumers making trade-off decisions between changes in brand name and changes in price for established brands, where they were active purchasers. This approach enabled isolation of the brand name element and obtained the relative value of the brand name element for each participant. Findings -The mean value obtained for the importance of the brand name element for established products appeared to show substantial importance to consumers. However, further analysis identified a position where the majority of participants placed little value on the brand name element and a smaller but material group perceived its value as of overwhelming importance. Originality/value -This paper advances branding theory through clarification of the relationship between the brand name element and the brand entity. It provides theoretical argument and empirical data for the value of the brand name element, to the consumer, differing between established and new brands.

Customer-Based Destination Brand Equity Modeling: The Role of Destination Resources, Value for Money, and Value in Use

“…To answer these questions, tourism research usually employs customer-based approaches for the conceptualization and measurement of brand equity with emphasis on consumers’ response to a brand name (Gartner 2009; Christodoulides and de Chernatony 2010; Davcik, da Silva, and Hair 2015; Round and Roper 2015). As shown in the literature review below, previous research widely adopted Aaker’s (1991, 1996) and Keller’s (1993) conceptualization of customer-based brand equity (CBBE).…”

“…The model was repeatedly tested for the leading Swedish mountain destination Åre, by using a linear structural equation modelling approach. Findings confirm the path structure of the proposed model.Key words: destination branding, customer-based brand equity, destination resources, valuefor-money, value-in-use, destination loyalty To answer these questions, tourism research usually employs customer-based approaches for the conceptualization and measurement of brand equity with emphasis on consumers' response to a brand name (Gartner 2009;Christodoulides and de Chernatony 2010;Davcik, da Silva and Hair 2015;Round and Roper 2015). As shown in below literature review, previous research widely adopted Aaker's (1991Aaker's ( , 1996 and Keller's (1993) conceptualization of customer-based brand equity (CBBE).…”

Impact of Brand Cues on Young Consumers’ Preference for Mobile Phones: A Conjoint Analysis and Simulation Modelling

“…On the other hand, extrinsic cues are such product attributes which can be changed without creating any change in the objective nature of the product (Veale & Quester, 2009). Simultaneously, price and brand name being extrinsic cues (Al-Swide, Huque, Hafeez, & Shariff, 2014; Estelami & Maeyer, 2004; Govers & Schoormans, 2005; Iacocca, Sawhill, & Zhao, 2015; Kulshreshtha, Bajpai & Tripathi, 2017; Padel & Foster, 2005; Round & Roper, 2015; Roy, Rabbanee, & Sharma, 2016a; Tarkiainen & Sundqvist, 2011; Wang & Yang, 2008) act as a parameter for quality check and criteria of sophisticated product (Batey, 2008; Keller, 2013; Leavitt, 1954; Rao & Monroe, 1989). The aforesaid brand cues ultimately contribute and improve brand equity of the given product.…”

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

“…Branding is a valuable concept which is being paid higher attention by the marketers due to its significant role in enhancing consumer preference by drawing relevant meaning at the time of purchase (Allen et al, 2008;Kapferer, 2012). Round and Roper (2015) stated that the importance of the brand name for established products emerged to show significant importance to consumers. The research has taken brand equity to the next level which reveals that brand equity varies also if the product is androgynous, masculine or feminine.…”