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Book part
Publication date: 15 May 2018

Neven Šerić and Jasenko Ljubica

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Market Research Methods in the Sports Industry
Type: Book
ISBN: 978-1-78754-191-7

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Book part
Publication date: 4 March 2025

Sara Ðurković, Jadranka Ivanković and Diana Plantić Tadić

Clothing companies face intense competition and are under pressure to constantly upgrade differentiation factors, while striving to increase productivity and operational…

Abstract

Clothing companies face intense competition and are under pressure to constantly upgrade differentiation factors, while striving to increase productivity and operational efficiency. Companies use branding strategy as a powerful tool for differentiation, leveraging marketing communication to establish connections and foster relationships with their customers. A brand is a combination of a name and logo, carefully chosen with the aim to achieve a distinctive and recognisable meaning. To establish a strong relationship with targeted customers, it is crucial to gain a deep understanding of their habits and behaviour. Brands are increasingly leveraging communication through digital channels and social networks to connect with their audience. The aim of this research was to gain valuable insights into the purchasing behaviour of youth customers when it comes to branded clothes. Quantitative research was conducted using an online survey to gather data specifically from youth participants. This chapter presents the findings of the research, highlighting both the results obtained and the limitations encountered. Additionally, recommendations for future studies are provided. The results indicate that digital media and social networks play a significant role in the purchase decisions of youths. However, it is noteworthy that they still prefer to make their actual purchases in physical stores. The findings of this research can serve as valuable indicators for clothing companies in Croatia, providing insights into the buying behaviour and habits of youths.

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Article
Publication date: 1 December 2003

Tihomir Vraneševic´ and Ranko Stančec

The chosen marketing strategy (including the branding as its integral parts) is highly important in this process. Nowadays, the brand becomes one of the basic motives for the…

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Abstract

The chosen marketing strategy (including the branding as its integral parts) is highly important in this process. Nowadays, the brand becomes one of the basic motives for the consumers’ choice of a particular food product. The importance of the product brand shall be seen primarily in its impact on consumers’ choice and their loyalty through identifying and differentiating quality and origin, as well as creating additional values. The aim of this paper is to research the extent to which the consumer perceives the brand and how much it affects the evaluation of the functional characteristics of the product, primarily product quality. This paper analyzes the sales of tin cans (patés) as well as explores the effect of the product brand on sales. The main conclusions of the paper are that consumers do not value products based exclusively on their physical characteristics and that in the process of making a purchasing decision when choosing an alternative, consumers will first perceive the brand as “a sign of quality” and then other evaluation criteria (physical appearance and packaging, price, the reputation of the retail network).

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British Food Journal, vol. 105 no. 11
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 1 August 2001

C. Vignali, E. Gomez, M. Vignali and T. Vranesevic

In Spain, food distribution has been revolutionised over the past 15 years. Traditional food stores are in the process of slowly disappearing, while hypermarkets and supermarkets…

6860

Abstract

In Spain, food distribution has been revolutionised over the past 15 years. Traditional food stores are in the process of slowly disappearing, while hypermarkets and supermarkets are increasing their presence, and more importantly, their market share. To understand better the causes behind this revolution, examines the existent literature on distribution trends, generally, in Spain. The Spanish distribution industry is marked by governmental deintermediation, consumers’ orientation toward value and competitors’ quest for efficiency through centralisation, as well as the development of new services and micro marketing actions, with the objective of increasing customer loyalty. Focuses on Spanish food product distribution, marked by the progressive drop in the number of traditional stores, the appearance of discounters specialising in the sale of own‐brands and having aggressive prices, the notable growth of hypermarkets because of their diversified offering and near‐cost prices, and the success of supermarkets, rooted in their ability to open multiple points of sale, positioning themselves between hypermarkets and discounters.

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British Food Journal, vol. 103 no. 7
Type: Research Article
ISSN: 0007-070X

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Book part
Publication date: 4 August 2014

Steven Pike

With increasing investments being made in brand development by destination marketing organisations (DMO) since the 1990s, including rebranding and repositioning, more research is…

Abstract

With increasing investments being made in brand development by destination marketing organisations (DMO) since the 1990s, including rebranding and repositioning, more research is necessary to enhance understanding of how to effectively monitor destination brand performance over time. This chapter summarises key findings from a study of brand performance of a competitive set of destinations, in their most important market, between 2003 and 2012. Brand performance was measured from the perspective of consumer perceptions, based on the concept of consumer-based brand equity (CBBE). The results indicated almost no change in perceptions of the five destinations over the 10-year period. Due to the commonality of challenges faced by DMOs worldwide, it is suggested the CBBE hierarchy provides destination marketers with a practical tool for evaluating brand performance over time; in terms of measures of effectiveness of past marketing communications, as well as indicators of future performance.

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Tourists’ Perceptions and Assessments
Type: Book
ISBN: 978-1-78350-618-7

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Article
Publication date: 26 October 2012

Anna Kuikka and Tommi Laukkanen

The objective of this paper is to explore the antecedents of brand loyalty in the chocolate market.

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Abstract

Purpose

The objective of this paper is to explore the antecedents of brand loyalty in the chocolate market.

Design/methodology/approach

A large sample of 808 effective responses was collected through an online questionnaire that was posted on the Facebook wall of a Finnish confectionery company. A model of four antecedents (brand satisfaction, brand equity, brand value, brand trust) leading to two aspects of brand loyalty (behavioral loyalty, attitudinal loyalty) was constructed. The moderating effect of consumers' hedonic value in the model was tested. Confirmatory factor analysis was used to validate the constructs and multigroup structural equation modeling was used to test the hypotheses.

Findings

The results suggest that brand satisfaction is the most significant factor for brand loyalty within the chocolate market, followed by brand value and brand equity. The findings suggest that brand trust is the least significant factor for brand loyalty since it was only marginally related to attitudinal brand loyalty and no effect for behavioral brand loyalty was found. The moderator effect of hedonic value shows that the effect of brand satisfaction on attitudinal loyalty is significantly stronger among consumers with high hedonic value compared to consumers with low hedonic value. No other moderating effects were found.

Originality/value

The findings provide more insight into consumer brand loyalty and the role of hedonic value research among hedonic consumable goods.

Details

Journal of Product & Brand Management, vol. 21 no. 7
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 31 July 2009

Gurjeet Kaur and R.D. Sharma

Marketing thought originating from the era of the barter system, gradually evolved into production and sales orientations, with greater emphasis on the process, quality, and…

3850

Abstract

Purpose

Marketing thought originating from the era of the barter system, gradually evolved into production and sales orientations, with greater emphasis on the process, quality, and selling of products. Thereafter, customer satisfaction as an essential component of the strategic decision process occupies a significant position among various marketing activities. This paper aims to address the inadequate research inputs on determining the time‐specific evolutionary relevance of marketing thought divulging into the essential components of each marketing concept, especially those with customer satisfaction as a dimension in the measurement construct.

Design/methodology/approach

A detailed, conceptually integrated analysis of various marketing philosophies is offered to facilitate business executives in examining the philosophy followed by their companies and how to move vertically in pursuance of improved business performance.

Findings

In comparison to the Indian market, which is fast becoming an attraction for the developed nations as an investment hub, it is the observed and experienced that public sector corporations are still at the production orientation stage, whereas private companies are predominantly using the sales‐oriented approach. The present status of customer orientation, market orientation and relationship marketing culture in India, is quite distinct from the status in the West as indicated by literature published in the developed countries. Banking, insurance, tourism, and hospitals still need to ensure minimum customer‐oriented services, which are not performed impressively in India.

Research limitations/implications

Being a conceptual and country specific paper, the paper lacks wider generalization of its findings. Moreover, at many instances personal judgment of the authors might have resulted into biased interpretation.

Practical implications

Indian companies, with a few exceptions, lack an adequate orientation to pursue continuous market research in order to sense new developments, which are taking place due to the implementation of advanced information technology leading to greater exposure to customers. It can, thus, be synthesized that with respect to marketing practices in Indian settings, the existing large gap between the theory and implementation is drawing much attention from those concerned with the socio‐economic consequences associated with future business goals.

Originality/value

This paper can help managers in evaluating their business orientation level, but how to improve it further or update them as per ongoing changes in marketing thought and practice, has to be investigated and examined on continuous basis. Hence, empirical testing and validation of the constructs originating from the study have to be pursued, so as to analyze both the nature and the extent of the business orientation of a particular firm.

Details

Marketing Intelligence & Planning, vol. 27 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Available. Open Access. Open Access
Article
Publication date: 9 February 2021

Silvia Ranfagni, Monica Faraoni, Lamberto Zollo and Virginia Vannucci

The purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry…

17085

Abstract

Purpose

The purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry. Specifically, consumer brand associations from user-generated content (UGC) and company brand associations from firm-generated content (FGC) are explored to measure the alignment between brand identity and brand image. The selected context of research is the beverage industry wherein companies are called on to develop appropriate digital websites and brand communication strategies to enhance the consumers' brand experience.

Design/methodology/approach

The authors introduce a research approach that integrates netnography with text mining analysis. Since brand associations were the basis of the study’s analysis, the authors focused on text mining procedures, providing data (co-occurrences) corresponding to brand associations that consumers perceive and that the company communicates. Data were used to develop the measurements of brand alignment.

Findings

The main findings of this research highlight the importance for both scholars and practitioners of determining brand alignment of beverage products in online communities. Knowing the alignment between the way a company communicates its brand identity and how this is perceived by consumers allows for effectively reviewing brand communication.

Originality/value

Although the combined analysis of the alignment between brand image and brand identification has received attention in marketing literature, most scholars have neglected how to measure brand alignment. This is a need for many marketing managers in the coffee industry who are now moving in digital environments where the role of consumers is not that of receivers of brand communication but rather that of cocreators of brand value.

Details

British Food Journal, vol. 123 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Available. Open Access. Open Access
Article
Publication date: 10 April 2017

Pantea Foroudi, Keith Dinnie, Philip J. Kitchen, T. C. Melewar and Mohammad M. Foroudi

This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically…

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Abstract

Purpose

This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically test a number of hypotheses related to the constructs of these antecedents and consequences.

Design/methodology/approach

A model of the IMC antecedents and consequences of planned brand identity was tested in a survey conducted among stakeholders in two London-based universities. Structural equation modelling (SEM) was applied to gain insight into the various influences and relationships.

Findings

The study identifies and confirms key constructs in planned brand identity. IMC antecedents of planned brand identity, such as brand elements, service attributes, public relations and place/country of origin, were found to positively influence the planned brand identity consequences of awareness, image and reputation. However, websites, social media, advertising and direct marketing were not found to have significant influence.

Research limitations/implications

The focus on two UK universities limits the generalisability of the findings. Future research should be conducted in other country settings to test the relationships identified in the present study. Also, future research may build on the study’s findings by investigating the attitudinal and behavioural consequences of brand identification in the higher education context.

Practical implications

Professionals responsible for universities’ promotional and branding activities need to evaluate the relative contributions of the IMC antecedents of planned brand identity. Brand elements such as design, colour and name, for example, should be reviewed to determine whether modifications are required in different international markets. The increasing prevalence of social media, one of the key antecedents of brand awareness, offers opportunities for universities to engage in brand co-creation by interacting with past, present and future students on relevant digital platforms. Finally, the place/country-of-origin cue is of particular relevance to institutions of higher education given the increasing numbers of students at both undergraduate and postgraduate levels who are choosing to study abroad (Melewar and Akel, 2005). The attraction of the UK as a country to study in, or the appeal of individual cities such as London, should be fully integrated into universities’ IMC strategies.

Originality/value

The study makes two main contributions. First is the theoretical contribution by identifying the core IMC antecedents and consequences of planned brand identity for universities and from this extrapolate key directions for future research. Second it is indicated that a number of managerial implications are designed to assist in the formulation of improved professional practice.

Details

European Journal of Marketing, vol. 51 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 7 October 2019

Budhi Haryanto, Djoko Purwanto, Amina Sukma Dewi and Edi Cahyono

This paper aims to explain the relationship between product quality, price and convenience with a positive attitude and intention to buy traditional food. In addition, it also…

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Abstract

Purpose

This paper aims to explain the relationship between product quality, price and convenience with a positive attitude and intention to buy traditional food. In addition, it also aims to explain the role of the product type in moderating the relationship between these variables.

Design/methodology/approach

Samples were taken non-randomly, consisting of 500 snack food buyers and 500 restaurant food buyers. Some of the places chosen for sampling include Paragon Mall, Solo Grand Mall, Matahari Mall, Hartono Mall or other places in Surakarta-Indonesia, where people spend time relaxing. Furthermore, multiple structural equations model (multi group SEM) is a statistical method used to explain the relationship between the conceptual variables.

Findings

Some of the findings are as follows: before the product as a moderator, price and quality are the variables that influence the positive attitude and the intention to buy, while the convenience is the variable found not affecting both the positive attitude and the intention to buy. After the product type as a moderator, for snacks, the test results indicate that the price, product quality and convenience are the variables that affect the positive attitude but do not affect the intention to buy. For restaurant food, test results indicate that only prices and qualities affect positive attitudes, whereas convenience is found not to affect positive attitudes. Furthermore, only price and quality affect the intention to buy, while convenience is found not to affect the intention to buy.

Originality/value

This paper underlines that the type of product is a moderating variable in the buying behavior process of traditional foods. Regarding its role as a moderator variable, the relationships between variables that are conceptualized can be explained in detail, along with their significance.

Details

Journal of Asia Business Studies, vol. 13 no. 4
Type: Research Article
ISSN: 1558-7894

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