Search results

Presents further empirical results on the convergent and predictive ability of a selection of consumer based brand equity measures. An underlying assumption in this study was that choice was an indicator of brand equity. It is a replication and extension of work carried out by Agarwal and Rao in 1996. Their work is the only study that has attempted to consolidate existing research on consumer based brand equity. Overall, the results generally concurred with those of Agarwal and Rao. Most of the measures were found to be convergent, and to estimate choice. The results mean that managers should now have more confidence in selecting from a range of brand equity measures, many of which can be collected easily and at minimal cost. More empirical studies, however, need to be carried out in a range of different markets to assess the wider performance of these brand equity measures.

This paper aims to understand the motivational factors that influence the purchase of mobile phone content among young Australians.

An interpretive qualitative analysis of focus group data is used to explore the topic. Focus group participants were strategically selected from a larger sample to be representative on a broad range of demographic variables.

There is considerable negativity associated with spending money on mobile content owing to the following factors: The mobile phone is perceived primarily as a communication tool. Money spent on the mobile phone for uses not related to communication is often perceived as wasted. The mobile phone is seen as an inferior channel for entertainment and information when compared to television, magazines, and the internet. Consumers are wary of deceptive advertising practices for mobile content. Many consumers are able to access “free” content.

Future research should focus on comparisons to consumers in other countries and on the relative pervasiveness of the factors identified in this study in the general population.

Considerable negativity towards spending money on content suggests problems with revenue models relying on direct sales of content. However, “free” content is often perceived very positively. Advertiser‐sponsored models and branded “value add” models may prove to be effective ways of leveraging this positive sentiment.

The paper provides a unique examination of the link between perceptions of mobile content and the perceived role of the mobile phone in everyday life, and draws important conclusions regarding the implementation of successful revenue models. The conclusions reached are likely to be of interest to mobile application developers, content aggregators, content owners, and mobile telecommunication companies.

Many practitioners and researchers believe that differences exist between service and product markets, which warrant different marketing practices. The branding literature, however, remains biased towards products. This is especially true in the realm of brand equity. Brand equity, however, like many of the branding concepts, has an equally important role in the service markets. For this reason, this study applied ten existing consumer based measures of brand equity to a financial services market (credit cards). The convergent and predictive validity of these measures was assessed, which in turn helped to determine whether these measures that have typically been applied in product markets can be used to capture brand equity in a service market. The results found that most measures were convergent and correlated highly with market share in the predicted direction, where market share was used as an indicator of brand equity. Brand recall and familiarity, however, were found to be the best estimators of brand equity in the credit card market.

There has long been a requirement for researchers to relate different loyalty measures in one paper and to compare measures across markets. Explores the performance of a number of loyalty measures in two service markets, namely a telecommunications market, and a credit card market. Also explores the performance of a number of measures across market types. The results indicate that all eight measures can be considered as indicators of brand loyalty in service markets. Two distinct concepts of loyalty were apparent in the telecommunications market. A third possible concept, termed differentiation loyalty, was also evident in the analysis conducted. This suggests that distinguishing between concepts does matter, specifically in service markets where a decrease in behavioral loyalty results in a customer defection. There is no difference in the performance of brand loyalty measures in service markets when compared with a repeat‐purchase market.

The study aims to understand the meaning of event-based and place-based community practices, as well as the resulting social impacts.

An ethnomethodological approach was followed (participant observation and interviews were supplemented by secondary data), with the analysis being exploratory and interpretative.

The festival and the place reinforce the community’s social practices, which have impacts beyond the festival, benefiting individuals, the community and the place, becoming a means for valorisation and diffusion of the rural way of life, and placemaking.

In this study the authors focus on social practices in the context of an event and of a place (the village where the event occurs). The authors connect to theories of practice, which they apply in the analysis. The value of the study lies on the underlying mechanisms (how communities exercise social practices in the context of festivals, and what social impacts may lead to) rather than its context-dependent specific results.

National and regional authorities can play a role in providing local communities with adequate tools to overcome the challenges they encounter. This can be done by issuing appropriate (events) plans and policies while giving room for the locals to voice their opinions.

Community-based festivals are key social practices that can strategically impact placemaking, strengthening community bonding, forging connections with outsiders and promoting well-being practices that discourage rural depopulation.

There is a scarcity of research that deepens the understanding of the role of festivals in placemaking and their social impacts, particularly in the rural context. This study contributes to closing this gap by focussing on the social practices of a community-based festival in a village in the interior of Portugal.