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Article
Publication date: 8 November 2024

Robert Madrigal and Jesse King

Sponsorship identification accuracy is typically assessed as the percentage of consumers answering “yes” when asked if a brand is a sponsor (hits). However, this fails to consider…

24

Abstract

Purpose

Sponsorship identification accuracy is typically assessed as the percentage of consumers answering “yes” when asked if a brand is a sponsor (hits). However, this fails to consider misattribution (answering “yes” for a non-sponsor brand; false alarms). Misattribution reflects consumer confusion and dilutes the benefits of an official sponsorship, offers an advantage to a non-sponsoring rival and reduces a brand’s return on sponsorship investment. Informed by signal-detection theory (SDT), we show how hits may be disentangled from false alarms using a measure of sensitivity called d-prime (d’). A related measure of response bias (c) is also discussed.

Design/methodology/approach

In Study 1, we report the results of an experiment. In Study 2, we rely on a field study involving actual sponsors and fans.

Findings

The use of d’ and c is superior to tallying “yes” responses because they account for accurate sponsor attribution and misattribution to non-sponsor competitors.

Originality/value

In the context of sponsorship, we demonstrate how d’ and c can be easily calculated using Excel. Our research also includes an experimental study that establishes the hypothesized effects and then replicate results in a field setting.

Details

International Journal of Sports Marketing and Sponsorship, vol. 26 no. 1
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 3 April 2019

Hyun Seung Jin, Gayle Kerr and Jaebeom Suh

The creativity-based facilitation effect, well documented by previous research, shows that creative advertisements (ads) are more memorable than regular (or less creative) ads…

1598

Abstract

Purpose

The creativity-based facilitation effect, well documented by previous research, shows that creative advertisements (ads) are more memorable than regular (or less creative) ads, that is, creativity facilitates memory. This current research aims to extend our understanding by investigating the impact of creativity on regular ads and competitive advertising. It examines whether creative ads impair the memorability of regular ads to determine whether a “creativity-based impairment effect” exists.

Design/methodology/approach

Three experiments were conducted. Experiment 1 tested creativity-based impairment effects in brand recall. Experiment 2 replicated and validated the impairment effect in recall, using a different presentation order of ads. In Experiment 3, effects of creative ads on competing vs non-competing brands were examined.

Findings

Results found that creative ads impaired the brand recall of regular ads, creative ads impaired the recall of competing brands more than non-competing brands and creative ads were recalled earlier in top-of-mind recall positions.

Research limitations/implications

Future research may look at whether different memory measures (e.g. recognition), different proportions of creative ads, and ads of familiar vs unfamiliar brands produce differential impairment effects.

Practical implications

One suggestion from this research could be to not only copy-test your own brand’s advertising, but also test the advertising of other brands so that the target ad’s relative levels of creativity can be assessed before media buying. As a result of this testing, when the brand identifies any potential impairment effects, the identified creative ads could then be tracked in terms of media placement, providing a guide of where “not to schedule” advertising.

Originality/value

This research makes an important theoretical contribution as the first to explore impairment effects in the context of creative advertising. In doing so, it offers important managerial insights for regular and competitive advertising.

Details

European Journal of Marketing, vol. 53 no. 7
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 26 June 2024

Young Han Bae, Thomas S. Gruca, Hyunwoo Lim and Gary J. Russell

This paper aims to analyze variations in the parameters of the market share–rank power law across consumer packaged goods (CPG) categories.

128

Abstract

Purpose

This paper aims to analyze variations in the parameters of the market share–rank power law across consumer packaged goods (CPG) categories.

Design/methodology/approach

The authors use a two-level hierarchical linear model to examine the relationships between category-level variables and the parameters of the market share–rank power law in 790 CPG categories.

Findings

The slope of the market share–rank power law is shallower – indicating more equal market shares – in categories of high importance to retailers and those with high levels of promotional activity or high-volume purchases. Higher levels of market share inequality are associated with categories with high overall prices.

Research limitations/implications

To the best of the authors’ knowledge, this is the first research to show the systematic influence of category characteristics on the relationship between brands’ market shares and their ranks, thus, identifying a key moderator for this important empirical generalization in marketing.

Practical implications

While market leadership may be a desirable goal for many brands, the corresponding market share at the top brand does vary. Moreover, the share premium for being number one in the category (gap between the top and other highly ranked brands) can be greatly affected by retailers’ strategies. In addition, the slope of the power law has desirable qualities as a measure of market concentration. However, the empirical study shows that category characteristics must be considered when analyzing differences in concentration across categories or time.

Originality/value

While other studies document variations in the market share–rank power law relationship, to the best of the authors’ knowledge, this is the first that models these variations as a function of observable category characteristics. The comprehensive nature of the data demonstrates the universality of the market share–rank power law relationship across CPG categories in the USA.

Details

European Journal of Marketing, vol. 58 no. 6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 April 1996

David Pollitt

This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into ten sections covering abstracts under the following headings: Marketing strategy;…

12649

Abstract

This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into ten sections covering abstracts under the following headings: Marketing strategy; Customer service; Pricing; Promotion; Marketing research; Product management; Channel management; Logistics and distribution; New product development; Purchasing.

Details

Journal of Product & Brand Management, vol. 5 no. 4
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 18 July 2008

Marcus Abbott, John P. Shackleton and Ray Holland

This paper aims to explore the cognitive processing mechanisms of concepts and categories by examining the methodologies behind how branded‐product concepts behave in the second…

2761

Abstract

Purpose

This paper aims to explore the cognitive processing mechanisms of concepts and categories by examining the methodologies behind how branded‐product concepts behave in the second of two co‐incident alternative constructs – as a member of a product category, and in some cases, as a category by itself. General proposals for such mechanisms present language as a facilitator in the process. Therefore, linguistic concept assessment models are proposed to confirm the “brand as category” hypothesis evident in an example brand.

Design/methodology/approach

The study extended conventional semantic differentiation (SD) methodologies; sets of bi‐polar measures of concept properties describing the concept “semantic space”, to the brand category. Through iteration, the SD tool is refined and the effects of weighted scales understood.

Findings

The results provide evidence that some brands do act as categories, with clearly identifiable exemplar positions within the brand‐category “semantic space”.

Practical implications

This paper offers interesting alternatives to established brand and product development activities concerned with the provision of product features and consumer benefits. Specifically, for many emotive, non‐utilitarian products, brand attributes highly influence purchase decision, and therefore brand accuracy and differentiation, measured in the product's properties, are key – characteristics that can be most saliently depicted in the “brand as category” alternative.

Originality/value

This paper applies SD to the brand category for the first time. It provides a new methodology with advantages for brand and product managers concerned with the development of products that are not only “good” but also “right” for the brand.

Details

Journal of Product & Brand Management, vol. 17 no. 4
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 May 1996

David Pollitt

This special “Anbar Abstracts” issue of the Journal of Business & Industrial Marketing is split into seven sections covering abstracts under the following headings: Marketing…

437

Abstract

This special “Anbar Abstracts” issue of the Journal of Business & Industrial Marketing is split into seven sections covering abstracts under the following headings: Marketing strategy; Customer service; Promotion; Product management; Marketing research.

Details

Journal of Business & Industrial Marketing, vol. 11 no. 5
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 25 September 2023

Jiaye Ge, Myung-Soo Jo and Emine Sarigollu

This study aims to examine how cultural tightness at the national level and individual level influences consumer attitudes toward a brand's wrongdoing depending on the brand's…

520

Abstract

Purpose

This study aims to examine how cultural tightness at the national level and individual level influences consumer attitudes toward a brand's wrongdoing depending on the brand's country of origin and severity of the transgression.

Design/methodology/approach

Employing data from two tight-culture countries (China and South Korea) and a loose-culture country (the USA), two experiments were conducted to examine the proposed hypotheses.

Findings

The authors found that although consumers across cultures universally punish strong (vs weak) transgressions more severely, consumers in a tight-culture country, China, are more forgiving of a local (vs foreign) brand in both strong and weak transgression conditions, and forgiveness is higher for the strong transgression. Moreover, this buffering effect observed for Chinese consumers is stronger for those with high personal cultural tightness in the strong transgression condition. However, it emerges only in the weak transgression condition for South Korea, another tight-culture country. As hypothesized, no buffering effect for a local brand was found in a loose-culture country, the USA. Consumers from a loose culture assess transgression severity independently, and the punishment is harsher for strong transgressions than for weak transgressions.

Originality/value

This study fills a research gap by revealing that consumers from tight (vs loose) cultures would react differently to brands following a transgression depending on the brand's country of origin. It provides implications by examining how national-level and individual-level cultural tightness jointly affect post-transgression attitudes. It also presents a more nuanced perspective that the local brand's buffering effect is contingent on the degree of tightness and severity of transgression, even in similar culturally tight countries.

Details

International Marketing Review, vol. 40 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 2 November 2021

Adem Uysal and Abdullah Okumuş

The purpose of this study was to determine the effect of consumer-based brand authenticity (CBBA) on customer satisfaction (CS) and brand loyalty (BL). The moderating effect of…

2453

Abstract

Purpose

The purpose of this study was to determine the effect of consumer-based brand authenticity (CBBA) on customer satisfaction (CS) and brand loyalty (BL). The moderating effect of the variable “alternative attractiveness” in the relationship between CS and BL was further investigated. The study compared and analyzed the difference between global sportswear brands and domestic ones and the difference between global chocolate brands and domestic ones in terms of CBBA, CS, BL and attractiveness of alternatives (AA).

Design/methodology/approach

Structural equation modeling and multigroup analysis were conducted in order to analyze the data collected from 600 consumers via face-to-face survey.

Findings

The results showed that quality commitment and heritage-sincerity, which are subdimensions of CBBA, had a significant positive effect on CS. Additionally, both of them affected CS differently in the comparison of the global brands with the domestic ones. Furthermore, CS had a significant positive effect on BL, and AA had a negative effect on BL.

Originality/value

This study deepens the insights into the effects of antecedents of CBBA on CS and BL, enhancing the research with quantitative analysis through two different product groups. The study provides important cues on which antecedents of CBBA help to strengthen the authenticity of brands of Turkish and global origin, and also differs in that it examines to what extent the effect of CBBA on CS and BL varies across global and domestic brands.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 8
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 9 May 2008

Michelle Guthrie, Hye‐Shin Kim and Jaehee Jung

This paper seeks to examine women's perceptions of brand personality in relation to women's facial image and cosmetic usage. This study seeks to develop a better understanding of…

16934

Abstract

Purpose

This paper seeks to examine women's perceptions of brand personality in relation to women's facial image and cosmetic usage. This study seeks to develop a better understanding of how various factors influence perceptions of cosmetic brands.

Design/methodology/approach

An electronic survey was administered to a sample of 225 female participants at a mid‐Atlantic university in the USA. The survey included items measuring facial image, cosmetic usage, brand personality, and brand attitude. Multiple regression analyses were conducted to determine the relationship among variables.

Findings

While the brand personality of competence was found to be important across all three brands, consumer perceptions pertaining to the remaining brand personality traits differed. This study found that consumers' facial image influenced the total quantity of cosmetics used but not the variation in quantity in different situations. Results also indicate that a relationship exists between facial image and brand perceptions. Also, it was found that a different group of brand personality traits influenced brand attitude for each cosmetic brand.

Research limitations/implications

By examining how facial image and cosmetic usage determine brand perceptions, companies can improve their marketing strategies to enhance customer satisfaction and increase their customer base. Moreover, by identifying the brand personalities that attract consumers, companies can pin‐point the characteristics customers look for in a product, which in turn can be used to enhance brand image. Further research on different age groups and cultures should be conducted to better understand cosmetic consumers.

Originality/value

This study contributes to the body of knowledge in the area of consumer behavior and cosmetics. From this study, a better understanding of cosmetic consumers is gained and the results provide brand marketers with valuable information.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 12 no. 2
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 8 August 2022

Weiping Yu, Fasheng Cui, Xiaoyun Han and Mengjiao Lv

Food recalls are more potentially harmful than other product recalls. This research aimed to investigate the effect of the recall strategies of food corporations on their brand

678

Abstract

Purpose

Food recalls are more potentially harmful than other product recalls. This research aimed to investigate the effect of the recall strategies of food corporations on their brand image and consumers’ purchase intention.

Design/methodology/approach

This study adopts a between-subjects experiment of 2 (corporate recall strategy: voluntary recall, mandatory recall) *3 (food recall level (severity): high, medium, low), and recruits 224 consumers involved in cereal product recall in China. The authors inductively examine the effects of voluntary and mandatory recall on consumer perception and behavior intentions in the recall process.

Findings

Voluntary recall (vs. mandatory recall) will improve corporate brand responsibility image (vs. brand ability image) and consumers’ purchase intention to focal brand (vs. competitive brand and organic brand). Perceived corporate legitimacy and food safety play a mediating role. The former has a greater positive impact on brand image, and the latter has a more significant favorable influence on purchase intention. Furthermore, recall level has a moderating effect on the association between corporate recall strategy and perceived food safety, but is not significant in the effect of corporate recall strategy on perceived corporate legitimacy.

Originality/value

Previous inconsistent conclusions cannot effectively guide food corporations to manage recall strategies. This paper demonstrates the response mechanism of the recall strategy from the perspective of corporate social responsibility, which is beneficial to food safety crisis management and research.

Details

British Food Journal, vol. 125 no. 4
Type: Research Article
ISSN: 0007-070X

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