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Article
Publication date: 15 May 2017

Betül Çal and Mary Lambkin

The purpose of this paper is to investigate the effect of stock exchange-related brand equity on intention to invest and the mediating role of perceived risk (PR) in this…

1356

Abstract

Purpose

The purpose of this paper is to investigate the effect of stock exchange-related brand equity on intention to invest and the mediating role of perceived risk (PR) in this relationship in a comparative analysis between a developed and a developing market.

Design/methodology/approach

The study is carried out through an online survey among financially literate adults in two countries, Turkey and Ireland. Structural equation modeling is used to empirically test the relationships between brand equity dimensions and intention to invest, with a mediating role of PR.

Findings

The results indicate that the brand equity of a stock exchange is a relevant construct that significantly influences intention to invest. Also, the mediating role of PR is found to be strong in a developing market such as Turkey, but weak in a developed market like Ireland.

Research limitations/implications

One limitation of this paper is its inclusion of individual investors as the unit of analysis while leaving out institutional ones. The second limitation is the difficulty in generalizing the results to overall country populations.

Practical implications

This paper offers managerial implications regarding the need for emphasizing “stock exchange brand,” besides corporate brands traded, and customizing the management of brand-related influencers in investment decisions according to country context.

Originality/value

The impact of corporate brands in investment choices has been demonstrated before, but the influence of intermediaries – stock exchanges – through which investments are transacted, has not yet been investigated. This study addresses this gap, and further shows the differing extent of PR in this relationship between a developed and a developing country setting.

Details

International Journal of Bank Marketing, vol. 35 no. 3
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 28 August 2007

Laurent Muzellec and Mary Lambkin

The paper aims to analyse the effect of abandoning a venerable brand name (Guinness) and all of the reputation value that it embodied in favour of a new, untested name (Diageo)…

4374

Abstract

Purpose

The paper aims to analyse the effect of abandoning a venerable brand name (Guinness) and all of the reputation value that it embodied in favour of a new, untested name (Diageo). The paper seeks to examine the extent to which this affects consumers' perceptions of the product and the corporation.

Design/methodology/approach

Six hypotheses were tested in the study by surveying corporate and product brand images among a group of consumers (n=411) using the Davies et al. Corporate Character Scale.

Findings

The survey establishes that a change of corporate name does affect the perceptions of the corporation but not the products. It also confirms that image spillovers occur between the corporate and the product levels. Corporate image is derived from product image, and vice versa, when the two share the same name.

Research limitations/implications

Although the case study approach allows the gaining of a deep insight into a phenomenon, it is at the expense of generalisability.

Practical implications

The study implies that consumers fail to distinguish between product and corporate brand when the two share the same name. Managers may neutralise corporate images by attributing a different brand name to the corporation.

Originality/value

The paper seeks to fill the conceptual vacuum in which decisions to adopt a new corporate name and rearrange the brand architecture seem to be made.

Details

Journal of Product & Brand Management, vol. 16 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 25 July 2008

Mary Lambkin and Laurent Muzellec

This paper aims to examine how international banking groups manage their branding in the context of successive mergers and acquisitions. It seeks to review of a number of case…

9247

Abstract

Purpose

This paper aims to examine how international banking groups manage their branding in the context of successive mergers and acquisitions. It seeks to review of a number of case histories in order to show that banking companies tend to evolve a multi‐tiered system for absorbing and rebranding acquisitions and it also seeks to present a general framework to guide future research and practice.

Design/methodology/approach

The banking industry has been undergoing major consolidation in recent years, with a number of global players emerging through successive mergers and acquisitions. These transactions vary in scale and location, from major mergers of large, equal‐sized international entities to acquisitions of smaller, local businesses in various countries all around the world. This paper brings together the literature on mergers and acquisitions, which mostly comes from economics and finance, with the marketing literature on branding and rebranding, to create a framework to help us to understand the management challenge of rebranding bank brands in this context. Citigroup and Crédit Agricole are used as a preliminary test of this framework.

Findings

This analysis suggests that the branding problem varies according to the size and international status of the acquisitive bank. Very large banks with international brands such as Citigroup tend to follow a branded house strategy where they impose their master brand on all acquisitions resulting in a further enhancement of scale and brand strength. However, this general strategy conceals a more complex, multi‐tiered approach with different types and sizes of acquisitions being rebranded in different ways. Regional players such as Crédit Agricole tend to opt for a house of brands strategy where their acquired companies retain their own name and brand franchise in local markets.

Research limitations/implications

The framework presented here is entirely new and requires further testing. The evidence supplied here is interesting but preliminary and requires further validation.

Practical implications

Most banking companies nowadays become involved in mergers and acquisitions at some stage, and face the task of realigning their brands in the aftermath of these transactions. This paper provides a systematic framework backed up by empirical evidence to help them to make these decisions.

Originality/value

The paper addresses a critically important strategic issue that has not been addressed in any detail in the marketing literature. The paper provides preliminary research evidence and a framework to suggest hypotheses for further research.

Details

International Journal of Bank Marketing, vol. 26 no. 5
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 25 May 2012

Laurent Muzellec, Theodore Lynn and Mary Lambkin

This paper aims at establishing a new stream of academic study for virtual brands. It explains the concepts of protobrands and reverse product placement and explores some of the…

3999

Abstract

Purpose

This paper aims at establishing a new stream of academic study for virtual brands. It explains the concepts of protobrands and reverse product placement and explores some of the managerial and academic implications.

Design/methodology/approach

Starting from the most recent definition of the brand construct, the paper establishes that the brand concept may now be detached from physical embodiment. The extension of application of the branding domain to the fictional and computer‐synthesized worlds is extensively illustrated by examples of virtual brands from books, films, video games and other multi‐user virtual environments.

Findings

Evidence suggests that purely potential brands (protobrands) initiated in the virtual world may possess strong consumer‐based brand equity. The study shows that the equity of the protobrands may be leveraged in‐world (and can acquire legal protection) or through reverse product placement and the launch of the physical embodiment of the protobrand in the physical world (the HyperReal brand).

Research limitations/implications

This is an initial conceptual paper on virtual and HyperReal brands. This study, which has no antecedents, highlights the need for further empirical inquiry. The reverse product placement phenomenon may result in academics and practitioners to revise the traditional models of building brands.

Originality/value

The paper introduces and defines virtual brands, both fictional and computer‐synthesized, HyperReal brands and the reverse product placement phenomenon.

Details

European Journal of Marketing, vol. 46 no. 6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 July 2006

Laurent Muzellec and Mary Lambkin

Companies changing their brand names are frequently reported in the business press but this phenomenon has as yet received little academic attention. This paper sets out to…

33792

Abstract

Purpose

Companies changing their brand names are frequently reported in the business press but this phenomenon has as yet received little academic attention. This paper sets out to understand the drivers of the corporate rebranding phenomenon and to analyse the impact of such strategies on corporate brand equity.

Design/methodology/ approach

A cross‐sectional sample of 166 rebranded companies provides descriptive data on the context in which rebranding occurs. Two case studies provide further detail on how the process of rebranding is managed.

Findings

The data show that a decision to rebrand is most often provoked by structural changes, particularly mergers and acquisitions, which have a fundamental effect on the corporation's identity and core strategy. They also suggest that a change in marketing aesthetics affects brand equity less than other factors such as employees' behaviour.

Research linitations/implications

The paper proposes a conceptual model to integrate various dimensions of corporate rebranding. Analysing the rebranding phenomenon by assessing the leverage of brand equity from one level of the brand hierarchy to the other constitutes an interesting route for further research.

Practical implications

Managers are reminded that corporate rebranding needs to be managed holistically and supported by all stakeholders, with particular attention given to employees' reactions.

Originality/value

This paper is of value to anybody seeking to understand the rebranding phenomenon, including academics and business managers.

Details

European Journal of Marketing, vol. 40 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

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Book part
Publication date: 1 March 2023

Anatoliy B. Yaroshchuk, Azamat Yu. Guliev and Mikhail N. Mikhaylenko

The chapter aims to consider current approaches to brand management and brand value assessment with substantive analysis of the positions of Russian and foreign scientists.

Abstract

Purpose

The chapter aims to consider current approaches to brand management and brand value assessment with substantive analysis of the positions of Russian and foreign scientists.

Design/Methodology/Approach

Considering the numerous definitions outlined in scientific and educational literature, the author's definition of the term ‘brand’ is given; the history of development and current approaches to the definition and identification of the role and importance of branding in large international and domestic companies are analysed; attention is focused on the features and stages of branding in companies. Particular attention is paid to the essence and relationship of strategic company management and brand valuation.

Findings

The authors reveal proactive branding as a transition from unbranded goods to consumer loyalty. A matrix of brand strategies is drawn up. Professional marketing standards for entrepreneurs are systematised. The management of the brand's life cycle in the matrix ‘profitability – the cost of the brand’ is proposed.

Originality/Value

The authors define prospects and provide recommendations for improving the practice of brand management and brand value assessment, making it possible to increase the effectiveness of strategic marketing business management.

Details

Game Strategies for Business Integration in the Digital Economy
Type: Book
ISBN: 978-1-80262-845-6

Keywords

Available. Content available
Article
Publication date: 16 October 2007

Shaun Powell, John M.T. Balmer and T.C. Melewar

749

Abstract

Details

Corporate Communications: An International Journal, vol. 12 no. 4
Type: Research Article
ISSN: 1356-3289

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Book part
Publication date: 1 July 2005

Shaker A. Zahra and Bruce A. Kirchhoff

New ventures contribute to the competitiveness of the United States in global markets, creating jobs and wealth. Understandably, public policy makers and researchers alike have…

Abstract

New ventures contribute to the competitiveness of the United States in global markets, creating jobs and wealth. Understandably, public policy makers and researchers alike have shown an interest in understanding the factors that spur these ventures’ growth, which is also an important research issue in the field of entrepreneurship. Researchers have highlighted the role of owners’ needs and aspirations and industry conditions as determinants of new ventures’ growth. This study proposes that new ventures’ resource endowments influence their growth in domestic and international markets. Using the resource-based view (RBV) of the firm, the study examines the effect of select technological resources on the domestic and international sales growth of 419 new ventures. Start-ups (5 years or younger) benefit from using a different set of technological resources in achieving growth than those of adolescent firms (6–8 years old). These differences persist in low vs. high technology industries, reflecting the maturation of these ventures.

Details

Entrepreneurship
Type: Book
ISBN: 978-0-76231-191-0

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Article
Publication date: 8 February 2016

Cathy McGouran and Andrea Prothero

This paper aims to explore the impact intentional non-consumption has on consumer practices, the resulting consumption experiences and meanings attached to the actions of…

3791

Abstract

Purpose

This paper aims to explore the impact intentional non-consumption has on consumer practices, the resulting consumption experiences and meanings attached to the actions of participants and what is learned from this relative to voluntary simplicity, most specifically when participants are asked to become voluntary simplifiers versus volunteering to do so.

Design/methodology/approach

A phenomenological approach was applied utilising unstructured interviews and autoethnography. Data were analysed through the theoretical lens of voluntary simplicity within the contexts of contemporary Irish consumer culture and the collapse of the Celtic Tiger.

Findings

The study highlights findings in four key areas: self-imposed parameters of intentional non-consumption and subsequent voluntary simplicity categories; motivations, practices and experiences of participants; the role intentional non-consumption plays relative to personal satisfaction, fulfilment and happiness; and how participant consumption practices reverted to “normal” once the study was complete.

Research limitations/implications

This study focuses on an all-female group of participants; future research is warranted that explores the issue from a male perspective.

Social implications

Findings are of particular interest to policy makers seeking to develop initiatives that reduce consumption practices and contribute to discussions that explore the role of consumption in modern society – in particular the wide-ranging debate on whether consumption leads to happiness and how consumers might be persuaded to consume in a more sustainable manner.

Originality/value

This study adopts an innovative methodology that explores voluntary simplicity and contributes to an understanding of consumption culture by exploring what happens when consumers are asked to reduce their consumption and become voluntary simplifiers. An extension of Huneke’s definition of voluntary simplicity is offered, which recognises the role non-material consumption plays in consumption practices, and explores voluntary simplicity relative not only to individuals’ values and beliefs, as discussed in the literature, but also to their lifestyle activities and wider sociocultural and institutional factors.

Details

European Journal of Marketing, vol. 50 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 1 August 1970

Barbara Brill

FRANK FRASER DARLING, in his compelling Reith lectures ‘Wilderness and Plenty’ that heralded European Conservation Year, warned us of the dangers of pollution and over‐population…

29

Abstract

FRANK FRASER DARLING, in his compelling Reith lectures ‘Wilderness and Plenty’ that heralded European Conservation Year, warned us of the dangers of pollution and over‐population. He spoke of overcrowding as ‘a depressant of beauty…and of the romantic spirit which is the pearl of our human heritage’. This romantic spirit that is manifested through our poets, writers, artists and musicians, seems to me to have been overlooked in the welter of propaganda that has been poured out, with the emphasis primarily on the scientific aspects of conservation.

Details

Library Review, vol. 22 no. 8
Type: Research Article
ISSN: 0024-2535

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