Value creation versus destruction: The relationship between consumers, marketers and financiers

Covà, Bernard; Paranque, Bernard

doi:10.1057/bm.2012.46

Cited by 21 publications

(25 citation statements)

References 26 publications

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“…Brand equity is a concept with divergent views in the literature in terms of how it should be defined, operationalised and measured (for example, Erdem and Swait, 1998;Berry, 2000;Hoeffler and Keller, 2003;Bick, 2009;Helm and Jones, 2010;He and Li, 2011;Cova and Paranque, 2012). Of its many definitions, two generic approaches are identified: firm-based versus consumer-based.…”

Section: Brand Equitymentioning

confidence: 99%

“…Consumers act as relationship facilitators (Cova and Paranque, 2012;De Lanauze and Aurier, 2012) and while research into CBR is growing, impeding brand manager knowledge are the scant empirical studies investigating the consequences of brand relationships on the consumer's mind-set (Lee and Kang, 2012). This is concerning given the level of agreement about the importance of the CBR dyadic within the branding literature and SD paradigm (for example , Fournier, 1998;Aaker et al, 2004;Cova and Paranque, 2012;Lee and Kang, 2012) and the fierceness of competition for prominence of the brand within the consumer's consideration set.…”

Section: Introductionmentioning

confidence: 99%

“…This is concerning given the level of agreement about the importance of the CBR dyadic within the branding literature and SD paradigm (for example , Fournier, 1998;Aaker et al, 2004;Cova and Paranque, 2012;Lee and Kang, 2012) and the fierceness of competition for prominence of the brand within the consumer's consideration set.…”

Section: Introductionmentioning

confidence: 99%

“…Thorbjornsen et al (2002), Yoon et al (2008), and Morgan- Thomas and Veloutsou (2013) did similar looking at online CBR, as did Nysveen et al (2005) investigating CBR in the context of mobile devices. Other studies investigate the formation of and the various types of brand relationships (Tuskej et al, 2013), the value of the relationships (Cova and Paranque, 2012), the evolution of brand relationships over time (Aaker et al, 2004), CBR in the broader context of place (Hanna and Rowley, 2011), the impact of brand love on CBR (Albert and Merunka, 2013;Roy et al, 2013), the impact of counterfeits on CBR (Commuri, 2009) and the effects of experience on CBR (Lee and Kang, 2012). However, no known study investigates the effect of CBR on brand consideration.…”

Section: Introductionmentioning

confidence: 99%

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The effects of affective and utilitarian brand relationships on brand consideration

2014

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Most consumer brand relationship research concentrates on understanding the relationship between the consumer and the brand, and very little research investigates the consequences of those relationships. Given the plethora of brands on the market, each competing for the attention of the consumer and the opportunity to build a relationship with the consumer, understanding the effects of consumer-brand relationships (CBR) provides vital information to the brand manager about the types of brand relationships to attract and engage. This study looks at this under-researched area and investigates the effects of CBR on consideration and brand equity in the context of fast food and banking in Hong Kong. The results suggest that utilitarian brand relationships are best as they are likely to increase the chances of the brand being included in the consideration set, increase perceptions of brand uniqueness and a consumer\u27s propensity to pay more. These novel results are surprising given the amount of attention dedicated to affective brand relationships, brand love, and the building of emotional brands and/or brand connections in recent literature. These surprising results may help brand managers develop strategies to limit the number of brands in consideration set or to be first choice when purchasing

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Section: Brand Equitymentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The effects of affective and utilitarian brand relationships on brand consideration

2014

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“…Of course, pleadings related to the abandonment of 'outdated' approaches of influencing customers, for a more visionary and less customer-adaptive branding, more experimentation, less consistency, an 'agile brand' that is permanently staged to adapt to new challenges, more customer integration and co-creation (cf., Lusch and Vargo, 2006;Cova and Paranque, 2012) always include very important impulses and directions. However, the core problem with this discussion is that a strong tendency towards exaggerations, simplifications and rash generalisations gains the upper hand.…”

Section: Introductionmentioning

confidence: 99%

The future of brand and brand management – Some provocative propositions from a more methodological perspective

Wiedmann

2014

J Brand Manag

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In the context of dramatic changes in society and markets, namely, the trend to an active and critical society that is growingly concerned about sustainable goods and services while empowering customers and other stakeholders via social media and other Information & Communication technologies, it is doubtless important to critically review the state of the art with respect to branding. When one is heavily involved in both brand research and brand management practice, many issues run through one's mind and present various suggestions for the future direction of both brands and their management. At the same time, it also seems appropriate to critically review the existing discussion. Given the restricted space available, I decided to combine the two and contribute some provocative propositions to the ongoing discussion, which accentuates a perspective that is slightly more methodological. It seemed especially critical to me to select the following issues: ensuring connectivity to existing management theory and practice, the development of comprehensive integrated brand management concepts, the acceptance of complexity, the foundation of measurement, theory building and management based on the insight and methods of neuroscience, and finally, the plea for both differentiation and situational relativisation.

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Die Erweckung des Verbrauchers – Zum Nutzen von Marken im Zeitalter digitaler Medien

Heun

2014

Marke Und Digitale Medien

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Value creation versus destruction: The relationship between consumers, marketers and financiers

Cited by 21 publications

References 26 publications

The effects of affective and utilitarian brand relationships on brand consideration

The effects of affective and utilitarian brand relationships on brand consideration

The future of brand and brand management – Some provocative propositions from a more methodological perspective

Die Erweckung des Verbrauchers – Zum Nutzen von Marken im Zeitalter digitaler Medien

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