Value-based marketing

Doyle, Peter

doi:10.1080/096525400446203

Cited by 214 publications

(153 citation statements)

References 3 publications

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“…Finally, it is worth mentioning that because both culturally and economically there are increasing numbers of Chinese citizens who are shareholders (Gittings 2006), it is more important than ever to demonstrate brand value through clear measurement processes. This is a point consistently made by Doyle (2008) and Ambler (2000;.…”

Section: Dimensions Of Brand Strategysupporting

confidence: 60%

“…This definition and implementation process should ideally combine consumer based perceptions of brand equity with financial brand measurement capabilities that systematically examine financial outcomes (Kapferer 2008). These can include factors such as replacement costs, market price, present and future earnings and discounted cash flows (Doyle 2008). In this situation, it is important for Chinese company strategists to work at developing robust marketing metrics in order to measure the brands effectiveness as an intangible asset (Aspara et al 2011;Clark 1999).…”

Section: Dimensions Of Brand Strategymentioning

confidence: 99%

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Can China overcome the difficulties of establishing successful global brands?

2011

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It is clear to most observers that China is taking an increasing role in world trade not only through political interventions but as a result of its strategy regarding acquisitions. There have been a significant number of these recently, some of which like the Rover take over in the UK and more recently Geely taking over Volvo, have been high profile. This paper provides a brief overview of these developments. It is then argued that an important issue facing the Chinese companies involved in these take overs is one of brand equity and country of origin effects. This issue is of equal importance to China's global competitors as well. A review of the literature shows that consumer perception constructs, such as perceived quality, have been well researched through numerous country-of-origin papers. A key issue to explore here however, is the extent to which the new nationality of brand ownership will have an impact on consumer perception constructs of brand equity. This paper discusses these two areas and examines their relationship in conceptual terms. A research agenda is then suggested, which forms the basis of a proposed interpretative project aimed at establishing the views of consumers regarding the phenomenon of well known brands being taken over by a new country of origin -evidence from the car industry draws on the progress being made in this area. The research aims to examine the implications for consumer based valuations of brand equity and the types of new strategic thinking this could engender. It is argued that the Chinese brand lacks the main components for global success in several areas though in time these factors will be addressed. .In the short term more focus will be made on supplying the local Chinese market though experienced gained from increased exports of components and collaboration in research from abroad as shown in the examples of the car industry will help strengthen the reputation of Chinese products in the longer term as well as helping to establish more Chinese global brands.

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Section: Dimensions Of Brand Strategysupporting

confidence: 60%

Section: Dimensions Of Brand Strategymentioning

confidence: 99%

Can China overcome the difficulties of establishing successful global brands?

2011

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“…This is reflected in the heightened discrepancy in the average compensation among U.S. marketing and financial executives (Stringfellow and Jap, 2006). However, marketing should be more widely respected for its strategic contribution to company performance (Doyle, 2008). In this respect, we propose that marketing is fully integrated in the development of the firm's overall business model to ensure recognition on the board.…”

Section: Introductionmentioning

confidence: 99%

Denial at the top table: status attributions and implications for marketing

Davies

Ardley

2012

Journal of Strategic Marketing

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“…При этом, как правило, речь идет лишь об отдельных элементах МП или объясняется общая взаимосвязь маркетинга и финансовых результатов компании [Doyle, 2000;Rust et al, 2004)], доказывается роль маркетинга в формировании выручки. В то же время остаются открытыми вопросы, связанные с принципиальным изменени ем набора используемых МП в финансо во успешных и финансово неуспешных компаниях.…”

Section: маркетинговые практики и их влияние на финансовые результатыunclassified