Presentation given at the 2nd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Noel ALBERT
Imène BECHEUR
Dwight MERUNKA
Pierre VALETTE-FLORENCE
The role of product category for brand relationships CBR Conference
This document summarizes a research paper that studied the effect of product category on consumer brand relationships and brand love. It conducted surveys across four product categories (soft drinks, mobile phones, shoes, cars) with 800 respondents total. The study found that while the direction of the relationships between brand love, loyalty, purchase intention and word-of-mouth were consistent across categories, the intensity of the relationships differed by category. Product categories with high brand concentration had better model fit than those with more brands, suggesting brand love depends more on differences between brands within a category than across categories. The paper advances the understanding of consumer brand relationships and how product category may influence brand love.
Impact of Brand Image, Trust and Affect on Consumer Brand Extension Attitude:...fahidsohail
This document summarizes a research study that examined the impact of brand image, trust, and affect on consumer brand extension attitudes, with a focus on the mediating role of brand loyalty. The study tested relationships between these variables using data from 200 female respondents regarding their use of cosmetic brands. Key findings included:
1) Brand image, trust, and affect were positively associated with brand extension attitude.
2) Brand image, trust, and affect were positively associated with brand loyalty.
3) Brand loyalty was positively associated with brand extension attitude.
4) Brand loyalty was found to mediate the relationships between brand image, trust, and affect with brand extension attitude. Specifically, brand loyalty partially mediated the impact
Brand Relationship Quality as a Formative Third-order Construct – Findings of...CBR Conference
Presentation given at the 1st International Consumer Brand Relationships Conference, http://consumer-brand-relationships.org/
copyright by
Manfred Bruhn
Falko Eichen
Karsten Hadwich
The document discusses various aspects of branding, including brand positioning, personality, relationship, and extension. It summarizes research on how brands are defined and perceived, the psychological constructs that influence consumer brand relationships, and factors that impact brand equity and extension success such as brand familiarity, fit between the parent and extended categories, and the quality of the original brand. The document also presents models for segmenting markets and positioning brands globally, and discusses the relationship between corporate branding, credibility, and price premiums.
This document discusses passion brands and provides examples of Apple, Nike, and Starbucks as passion brands. It also discusses paths to building passion brands, including adopting a shared worldview, engaging customers, and branding the buzz. The document suggests ways Cheerwine can learn from these brands such as using emotional marketing, widening demographics, emphasizing design, and pinpointing shared values. It also discusses the growing interest in vintage soft drinks and implications for Cheerwine to look beyond traditional marketing approaches.
The document discusses brand loyalty of curry powder brands in Angadippuram, Kerala, India. It analyzes brand loyalty among customers of four major brands - Eastern, Nirapara, Malayil, and Supernova. The study aims to understand factors influencing customers' buying decisions such as quality, price, and taste. It finds that 50% of respondents select brands based on quality, while 30% choose based on taste and 8% based on variety of products. Customers become aware of brands mainly through television (40%) and friends/relatives (30%).
The role of product category for brand relationships CBR Conference
This document summarizes a research paper that studied the effect of product category on consumer brand relationships and brand love. It conducted surveys across four product categories (soft drinks, mobile phones, shoes, cars) with 800 respondents total. The study found that while the direction of the relationships between brand love, loyalty, purchase intention and word-of-mouth were consistent across categories, the intensity of the relationships differed by category. Product categories with high brand concentration had better model fit than those with more brands, suggesting brand love depends more on differences between brands within a category than across categories. The paper advances the understanding of consumer brand relationships and how product category may influence brand love.
Impact of Brand Image, Trust and Affect on Consumer Brand Extension Attitude:...fahidsohail
This document summarizes a research study that examined the impact of brand image, trust, and affect on consumer brand extension attitudes, with a focus on the mediating role of brand loyalty. The study tested relationships between these variables using data from 200 female respondents regarding their use of cosmetic brands. Key findings included:
1) Brand image, trust, and affect were positively associated with brand extension attitude.
2) Brand image, trust, and affect were positively associated with brand loyalty.
3) Brand loyalty was positively associated with brand extension attitude.
4) Brand loyalty was found to mediate the relationships between brand image, trust, and affect with brand extension attitude. Specifically, brand loyalty partially mediated the impact
Brand Relationship Quality as a Formative Third-order Construct – Findings of...CBR Conference
Presentation given at the 1st International Consumer Brand Relationships Conference, http://consumer-brand-relationships.org/
copyright by
Manfred Bruhn
Falko Eichen
Karsten Hadwich
The document discusses various aspects of branding, including brand positioning, personality, relationship, and extension. It summarizes research on how brands are defined and perceived, the psychological constructs that influence consumer brand relationships, and factors that impact brand equity and extension success such as brand familiarity, fit between the parent and extended categories, and the quality of the original brand. The document also presents models for segmenting markets and positioning brands globally, and discusses the relationship between corporate branding, credibility, and price premiums.
This document discusses passion brands and provides examples of Apple, Nike, and Starbucks as passion brands. It also discusses paths to building passion brands, including adopting a shared worldview, engaging customers, and branding the buzz. The document suggests ways Cheerwine can learn from these brands such as using emotional marketing, widening demographics, emphasizing design, and pinpointing shared values. It also discusses the growing interest in vintage soft drinks and implications for Cheerwine to look beyond traditional marketing approaches.
The document discusses brand loyalty of curry powder brands in Angadippuram, Kerala, India. It analyzes brand loyalty among customers of four major brands - Eastern, Nirapara, Malayil, and Supernova. The study aims to understand factors influencing customers' buying decisions such as quality, price, and taste. It finds that 50% of respondents select brands based on quality, while 30% choose based on taste and 8% based on variety of products. Customers become aware of brands mainly through television (40%) and friends/relatives (30%).
This document discusses various concepts related to brands and branding, including:
1. It defines what a brand is and how branding differentiates products from competitors through names, symbols, and identity.
2. It discusses different perspectives on brands from marketers and consumers, including brand image and identity.
3. It outlines several models for structuring relationships between brands and product lines, including product brands, line brands, umbrella brands, and endorsing brands.
This document discusses various concepts related to brands and branding, including:
1. It defines what a brand is and how branding differentiates products from competitors through names, symbols, and identity.
2. It discusses different perspectives on brands from marketers and consumers, including brand image and identity.
3. It outlines several models for structuring relationships between brands and product lines, including product brands, line brands, umbrella brands, and endorsing brands.
Presentation given at the 1st International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
copyright by
Noel Albert
Dwight Merunka
Pierre Valette-Florence
Brand extension involves using an existing brand name to introduce a new product category. Nike is an example of a company that has successfully used brand extension. Originally starting with track running shoes, Nike has extended its brand into many new sports categories including shoes, apparel, and equipment for soccer, basketball, tennis, and more. Nike has also launched sub-brands under the Nike name like Nike Golf, Nike+, and Air Jordan to further extend its brand into new areas. Acquisitions of brands like Converse and Hurley have also helped Nike expand its product offerings over time.
Brand equity provides several benefits to companies, including allowing them to charge premium prices for their products due to strong customer loyalty and brand recognition. Examples of companies with strong brand equity that can demand higher prices are Adidas and Oakley. Brand equity comes from several components, including brand awareness, perceived quality, consumer associations with the brand, and brand loyalty. The more familiar and positively regarded a brand is, the stronger its equity will be.
There are several perspectives and strategies regarding branding. Branding involves differentiating products and services from competitors through names, symbols, and images to build brand identity and equity over time. Marketers aim to position brands to create a desired image in consumers' perspectives. Consumers develop perceptions of brand culture and value beyond just product attributes. There are various models for structuring relationships between brands, product lines, and portfolios, including product brands, line brands, range brands, umbrella brands, source brands, and endorsing brands. Building strong brand equity relies on developing brand awareness, desirable associations, loyalty, and share of category expenditure over time.
Brand equity provides several benefits to companies, including allowing them to charge premium prices for their products due to strong customer loyalty and brand recognition. Examples of companies with strong brand equity that can demand higher prices include Adidas and Oakley. The American Marketing Association defines brand equity from the customer's perspective as being based on positive brand attributes and the favorable consequences of using that brand. The key components that build brand equity are brand awareness, perceived quality, consumer brand associations, and brand loyalty.
This document presents a research paper on components of brand credibility that drive consumer loyalty in the garment industry. The paper aims to identify key determinants and consequences of brand credibility specifically for the garment industry. A literature review is presented on topics like word-of-mouth, customer satisfaction, brand, brand value, brand innovativeness, and their relationship to brand credibility and consumer loyalty. The paper describes the research methodology used, including a sample survey of 100 customers of major garment showrooms. Preliminary results indicate that Reliance Trends is the most top-of-mind brand for respondents when thinking of clothes.
The document discusses various aspects of brand equity including definitions, components, measurement, and strategies for building and maintaining brand equity. It defines brand equity as the added value provided to a product or service due to its brand, compared to if it was unbranded. This value comes from strong, favorable, and unique brand associations in consumers' minds related to the brand's identity and reputation. The document also discusses frameworks and methodologies for measuring and assessing brand equity from both marketing and financial perspectives.
The document summarizes a research project on the impact of brand image on consumer behavior using Debenhams, a luxury UK brand, as a case study. The research had three objectives: 1) to analyze how brand image influences consumer behavior and decision making regarding Debenhams, 2) to explore consumer behavior related to Debenhams, and 3) to suggest ways to develop Debenhams' brand image. The results found that Debenhams has strong brand familiarity and association that influence consumers. However, not all luxury consumers are familiar with Debenhams, so the brand needs to focus on developing recognition and awareness through marketing activities.
This document discusses definitions and models of brand equity. It provides 4 key dimensions of brand equity definitions: brand presence in consumers' minds, influence on buying behavior, effects on market position and financial results, and financial value as an intangible asset. It also outlines Franzen's model of mental, behavioral, and financial brand equity. Within mental brand equity, it discusses 7 components: brand awareness, brand meaning, brand positioning, quality/price assessment, attitudes, buying tendencies, and brand relationships. It provides examples of models for measuring these components like Aaker's brand personality scale and Millward Brown's brand dynamics pyramid.
This document discusses definitions and models of brand equity. It provides 4 key dimensions of brand equity definitions: brand presence in consumers' minds, influence on buying behavior, effects on market position and financial results, and financial value as an intangible asset. It also describes Franzen's model of mental, behavioral, and financial brand equity. Mental brand equity includes brand awareness, meaning, positioning, quality/price assessment, attitudes, and brand relationships. Several models for measuring brand equity are also summarized.
A study on antecedents of brand loyalty in the toilet soap marketIAEME Publication
This document summarizes a research study on the antecedents of brand loyalty in the toilet soap market. The study examined six dimensions that influence brand loyalty: behavioral loyalty, attitudinal loyalty, hedonic value, brand satisfaction, brand equity, brand value, and brand trust. Data was collected through questionnaires distributed to toilet soap consumers in Tiruchirappalli, India. The results of the path analysis showed that brand satisfaction, brand equity, and brand trust have a higher impact on behavioral loyalty, while brand value and hedonic value have a higher impact on attitudinal loyalty.
Brand equity refers to the value added to a product or service by its brand name. There are four main dimensions of brand equity: brand awareness and associations in consumers' minds, influence on purchase behavior, impact on market position and financial performance, and the monetary value of the brand as an asset. Brand equity is created through strong, favorable, and unique brand associations related to the brand's awareness, perceived quality, loyalty, and other attributes. Measuring these dimensions can provide an assessment of a brand's relative strength and equity.
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
This document discusses various qualitative and quantitative techniques for measuring brand equity, including awareness, image, responses, and relationships. It also covers brand personality, values, extensions, and managing brands over time through consistency, change, protection, and revitalization. Key techniques include free association, projective techniques, experiential methods, and multidimensional scaling. The document emphasizes capturing consumer mindsets to understand true opinions and feelings towards brands.
The document discusses brand extension strategies used by Unilever. It defines brand extension as using an existing brand name to enter a new product category. Some key points:
1. Brand extension is a popular strategy that reduces new product costs and increases success probability by leveraging parent brand equity.
2. The brand extension process involves decisions around the parent brand, positioning, development, name selection, and sponsorship/advertising for the new product.
3. Successful extensions depend on maintaining a strong perceived fit between the parent brand and new product, while failures can dilute the parent brand image.
The document discusses various aspects of branding, including the evolution of branding over time, key components of branding like brand equity and brand elements, models for measuring brand equity, and challenges in building brand awareness. It provides examples of how companies develop their brand identity through elements like names, logos, slogans, and positioning strategies. It also outlines the importance of marketing programs and advertising in creating brand value and equity with customers.
Brand extensions allow companies to leverage existing brand equity when introducing new products. There are two main types: line extensions which target new segments within an existing product category, and category extensions which enter a new product category. Brand extensions provide several advantages for companies, including facilitating new product acceptance and reducing risks and costs. However, extensions also carry disadvantages like potential consumer confusion and dilution of the parent brand's image if not executed properly. When evaluating potential extensions, consumers assess how well attributes and benefits associated with the parent brand transfer to the new product category based on their existing knowledge of the brand.
Brand Love is in the Heart Physiological Responding to Advertised Brands CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Maxian Xavier
Samuel D. Bradley
Wesley T. Wise
E. N. Toulouse
How to Build Brand Attachment with Commodity: The case of a Brazilian Cement ...CBR Conference
The document discusses a case study of a Brazilian cement company called Poty that was able to command premium prices in its region despite cement being a commodity product. A researcher conducted surveys and focus groups to understand why consumers preferred the Poty brand. The surveys found that the Poty brand had strong emotional associations that increased its brand equity more than its functional attributes. When the company was sold, the researcher helped the new owners develop a branding campaign to transition the brand successfully. The campaign focused on increasing brand awareness, recognition, and attachment by creating opportunities for customers to experience the product beyond just purchasing it. The case showed that even for commodities, emotional brand image can significantly impact brand equity.
More Related Content
Similar to Passion for the Brand and Consumer Brand Relationships
This document discusses various concepts related to brands and branding, including:
1. It defines what a brand is and how branding differentiates products from competitors through names, symbols, and identity.
2. It discusses different perspectives on brands from marketers and consumers, including brand image and identity.
3. It outlines several models for structuring relationships between brands and product lines, including product brands, line brands, umbrella brands, and endorsing brands.
This document discusses various concepts related to brands and branding, including:
1. It defines what a brand is and how branding differentiates products from competitors through names, symbols, and identity.
2. It discusses different perspectives on brands from marketers and consumers, including brand image and identity.
3. It outlines several models for structuring relationships between brands and product lines, including product brands, line brands, umbrella brands, and endorsing brands.
Presentation given at the 1st International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
copyright by
Noel Albert
Dwight Merunka
Pierre Valette-Florence
Brand extension involves using an existing brand name to introduce a new product category. Nike is an example of a company that has successfully used brand extension. Originally starting with track running shoes, Nike has extended its brand into many new sports categories including shoes, apparel, and equipment for soccer, basketball, tennis, and more. Nike has also launched sub-brands under the Nike name like Nike Golf, Nike+, and Air Jordan to further extend its brand into new areas. Acquisitions of brands like Converse and Hurley have also helped Nike expand its product offerings over time.
Brand equity provides several benefits to companies, including allowing them to charge premium prices for their products due to strong customer loyalty and brand recognition. Examples of companies with strong brand equity that can demand higher prices are Adidas and Oakley. Brand equity comes from several components, including brand awareness, perceived quality, consumer associations with the brand, and brand loyalty. The more familiar and positively regarded a brand is, the stronger its equity will be.
There are several perspectives and strategies regarding branding. Branding involves differentiating products and services from competitors through names, symbols, and images to build brand identity and equity over time. Marketers aim to position brands to create a desired image in consumers' perspectives. Consumers develop perceptions of brand culture and value beyond just product attributes. There are various models for structuring relationships between brands, product lines, and portfolios, including product brands, line brands, range brands, umbrella brands, source brands, and endorsing brands. Building strong brand equity relies on developing brand awareness, desirable associations, loyalty, and share of category expenditure over time.
Brand equity provides several benefits to companies, including allowing them to charge premium prices for their products due to strong customer loyalty and brand recognition. Examples of companies with strong brand equity that can demand higher prices include Adidas and Oakley. The American Marketing Association defines brand equity from the customer's perspective as being based on positive brand attributes and the favorable consequences of using that brand. The key components that build brand equity are brand awareness, perceived quality, consumer brand associations, and brand loyalty.
This document presents a research paper on components of brand credibility that drive consumer loyalty in the garment industry. The paper aims to identify key determinants and consequences of brand credibility specifically for the garment industry. A literature review is presented on topics like word-of-mouth, customer satisfaction, brand, brand value, brand innovativeness, and their relationship to brand credibility and consumer loyalty. The paper describes the research methodology used, including a sample survey of 100 customers of major garment showrooms. Preliminary results indicate that Reliance Trends is the most top-of-mind brand for respondents when thinking of clothes.
The document discusses various aspects of brand equity including definitions, components, measurement, and strategies for building and maintaining brand equity. It defines brand equity as the added value provided to a product or service due to its brand, compared to if it was unbranded. This value comes from strong, favorable, and unique brand associations in consumers' minds related to the brand's identity and reputation. The document also discusses frameworks and methodologies for measuring and assessing brand equity from both marketing and financial perspectives.
The document summarizes a research project on the impact of brand image on consumer behavior using Debenhams, a luxury UK brand, as a case study. The research had three objectives: 1) to analyze how brand image influences consumer behavior and decision making regarding Debenhams, 2) to explore consumer behavior related to Debenhams, and 3) to suggest ways to develop Debenhams' brand image. The results found that Debenhams has strong brand familiarity and association that influence consumers. However, not all luxury consumers are familiar with Debenhams, so the brand needs to focus on developing recognition and awareness through marketing activities.
This document discusses definitions and models of brand equity. It provides 4 key dimensions of brand equity definitions: brand presence in consumers' minds, influence on buying behavior, effects on market position and financial results, and financial value as an intangible asset. It also outlines Franzen's model of mental, behavioral, and financial brand equity. Within mental brand equity, it discusses 7 components: brand awareness, brand meaning, brand positioning, quality/price assessment, attitudes, buying tendencies, and brand relationships. It provides examples of models for measuring these components like Aaker's brand personality scale and Millward Brown's brand dynamics pyramid.
This document discusses definitions and models of brand equity. It provides 4 key dimensions of brand equity definitions: brand presence in consumers' minds, influence on buying behavior, effects on market position and financial results, and financial value as an intangible asset. It also describes Franzen's model of mental, behavioral, and financial brand equity. Mental brand equity includes brand awareness, meaning, positioning, quality/price assessment, attitudes, and brand relationships. Several models for measuring brand equity are also summarized.
A study on antecedents of brand loyalty in the toilet soap marketIAEME Publication
This document summarizes a research study on the antecedents of brand loyalty in the toilet soap market. The study examined six dimensions that influence brand loyalty: behavioral loyalty, attitudinal loyalty, hedonic value, brand satisfaction, brand equity, brand value, and brand trust. Data was collected through questionnaires distributed to toilet soap consumers in Tiruchirappalli, India. The results of the path analysis showed that brand satisfaction, brand equity, and brand trust have a higher impact on behavioral loyalty, while brand value and hedonic value have a higher impact on attitudinal loyalty.
Brand equity refers to the value added to a product or service by its brand name. There are four main dimensions of brand equity: brand awareness and associations in consumers' minds, influence on purchase behavior, impact on market position and financial performance, and the monetary value of the brand as an asset. Brand equity is created through strong, favorable, and unique brand associations related to the brand's awareness, perceived quality, loyalty, and other attributes. Measuring these dimensions can provide an assessment of a brand's relative strength and equity.
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
This document discusses various qualitative and quantitative techniques for measuring brand equity, including awareness, image, responses, and relationships. It also covers brand personality, values, extensions, and managing brands over time through consistency, change, protection, and revitalization. Key techniques include free association, projective techniques, experiential methods, and multidimensional scaling. The document emphasizes capturing consumer mindsets to understand true opinions and feelings towards brands.
The document discusses brand extension strategies used by Unilever. It defines brand extension as using an existing brand name to enter a new product category. Some key points:
1. Brand extension is a popular strategy that reduces new product costs and increases success probability by leveraging parent brand equity.
2. The brand extension process involves decisions around the parent brand, positioning, development, name selection, and sponsorship/advertising for the new product.
3. Successful extensions depend on maintaining a strong perceived fit between the parent brand and new product, while failures can dilute the parent brand image.
The document discusses various aspects of branding, including the evolution of branding over time, key components of branding like brand equity and brand elements, models for measuring brand equity, and challenges in building brand awareness. It provides examples of how companies develop their brand identity through elements like names, logos, slogans, and positioning strategies. It also outlines the importance of marketing programs and advertising in creating brand value and equity with customers.
Brand extensions allow companies to leverage existing brand equity when introducing new products. There are two main types: line extensions which target new segments within an existing product category, and category extensions which enter a new product category. Brand extensions provide several advantages for companies, including facilitating new product acceptance and reducing risks and costs. However, extensions also carry disadvantages like potential consumer confusion and dilution of the parent brand's image if not executed properly. When evaluating potential extensions, consumers assess how well attributes and benefits associated with the parent brand transfer to the new product category based on their existing knowledge of the brand.
Similar to Passion for the Brand and Consumer Brand Relationships (20)
Brand Love is in the Heart Physiological Responding to Advertised Brands CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Maxian Xavier
Samuel D. Bradley
Wesley T. Wise
E. N. Toulouse
How to Build Brand Attachment with Commodity: The case of a Brazilian Cement ...CBR Conference
The document discusses a case study of a Brazilian cement company called Poty that was able to command premium prices in its region despite cement being a commodity product. A researcher conducted surveys and focus groups to understand why consumers preferred the Poty brand. The surveys found that the Poty brand had strong emotional associations that increased its brand equity more than its functional attributes. When the company was sold, the researcher helped the new owners develop a branding campaign to transition the brand successfully. The campaign focused on increasing brand awareness, recognition, and attachment by creating opportunities for customers to experience the product beyond just purchasing it. The case showed that even for commodities, emotional brand image can significantly impact brand equity.
Stuck in a crisis An experimental study of the relationship between crisis re...CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
abrina Hegner
Ardion Beldad
Sjarlot Kamphuis op Heghuis
CHARACTERISTICS OF CONSUMERS’ BRAND RELATIONSHIPS WITH HOCKEY TEAMS - COMMITT...CBR Conference
This document analyzes characteristics of consumer relationships with hockey teams based on interviews with male fans ages 29-55. It finds that relationships with hockey teams exhibit lifelong commitment, with fans often disliking rival teams their whole lives. Some relationships began due to coincidence of attending a first game. Relationships involved passion, aggression, and verbal abuse between fans. Fans formed strong bonds with other fans in brand communities at games. Overall, relationships with hockey teams showed stronger, longer-lasting commitment than typical consumer product relationships.
What’s this thing called Love? Exploring the relationship between brand love,...CBR Conference
The document summarizes a presentation given at the 2013 Consumer Brand Relations Conference in Orlando, Florida. The presentation explored the relationship between brand love, personality traits, and the propensity to anthropomorphize brands. It hypothesized that extroversion and openness would be positively associated with brand love, and that high involvement and transformational products would score higher in brand love. The results found openness increased brand love and that anthropomorphization increased love as well, though it did not mediate personality traits. The presentation recommended brand managers actively employ anthropomorphization cues in their branding to increase love, especially for lower involvement products.
The Effect of Viewing Posts in Online Brand CommunitiesCBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Zhimin Zhou
Ning Zhang
The process of customer engagement within hedonic and utilitarian servicesCBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Kay Naumann
Jana Bowden
Challenging Brand Preference - A Triangulation Study CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Don Schultz, Northwestern University, USA
Martin Block, Northwestern University, USA
The catalyst effect of Social Media in crisis communication management in the...CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Mariana Victorino, Catholic University Portugal, Portugal
Brand Relationship Quality and the implications for loyalty CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Eliane Cristine Francisco Maffezzolli, Pontifícia Universidade Católica do Paraná, Brazil
Elder Semprebom, Universidade Federal do Paraná, Brazil
Paulo Henrique Muller Prado, Universidade Federal do Paraná, Brazil
The business case for Consumer Brand RelationshipsCBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Ed Lebar, Blackbar Consulting LLC, USA
Max Blackston, Blackbar Consulting LLC, USA
Warmth and competence as drivers of alumni loyalty and giving in higher educ...CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Chris Malone, Fidelum Partners, USA
Jamie Ressler, Point Loma Nazarene University, USA
The role of brands when children share snack time with peers CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Valerie Hemar-Nicolas, University of Paris Sud, France
Mathilde Gollety, Pantheon Assas University, France
Coralie Damay, ISC Business School, France
Pascale Ezan, University of Rouen and Rouen Business School, France
1) The document discusses the development of a scale to measure brand authenticity. It conducted 5 studies: 1) assessing consumer understanding of authenticity, 2) generating items from literature, 3) reducing items, 4) validating the scale across brands, and 5) analyzing discriminant validity.
2) The studies identified 4 dimensions of brand authenticity: continuity, originality, reliability, and naturalness. A 15-item, 4-factor model fit the data best.
3) The final study demonstrated the brand authenticity scale was distinct from but related to measures of brand satisfaction, involvement, and image. The scale provides a tool to systematically measure how authentic consumers perceive different brands to be.
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Guilherme Victorino, Universidade Nova de Lisboa, Portugal
Brand Wars: Consumer Brand Engagement as client-agency battlefield CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Rossella C. Gambetti, Universitá Cattolica del Sacro Cuore, Italy
Silvia Biraghi, Universitá Cattolica del Sacro Cuore, Italy
Don E. Schultz, Northwestern University, USA
Guendalina Graffigna, Universitá Cattolica del Sacro Cuore, Italy
Low Price Guarantee: Creating Brand Trust in Retailing thought Mass Communica...CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Euler Alves Brandão, Stetik Group, Brazil
Cid Gonçalves Filho, Universidade Fumec, Brazil
Reynaldo Maia Muniz, Federal University of Minas Gerais, Brazil
Market orientation, relationship marketing and brand equity. The study of ind...CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Noor Hasmini Abd Ghani, Universiti Utara Malaysia, Malaysia
Osman Mohamad, Multimedia University, Malaysia
A grounded theory approach to investigate consumer-brand relationships in India CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Sreejesh, S. IBS Hyderabad, India
Subhadip Roy, Indian Institute of Management Udaipur, India
Brand love anchors: how do brand love and product love articulate? CBR Conference
This document discusses brand love and product love and how they relate. It proposes that brand love results from a meaning transfer process where the meaning can transfer from products to brands or vice versa. An exploratory study of luxury brand consumers found that for some, brand love began with a iconic product that they identified with, while for others brand love came from being contaminated by the brand values after initially liking a product. For others, their brand love involves a singularization process of developing insider knowledge of the brand. The findings suggest brand love anchors may shift over time through these processes and have implications for brand management.
Top 10 Digital Marketing Institute in lucknow.pptxzaireendigitech
Welcome to our ppt on the top 10 digital marketing institutes in Lucknow! If you're looking to enhance your skills in the dynamic field of digital marketing, Lucknow offers several excellent training options. Our curated list highlights the best digital marketing institutes in Lucknow, providing comprehensive courses that cover SEO, social media marketing, PPC, content marketing, and more. These institutes are renowned for their experienced faculty, practical training, and industry-relevant curriculum. Whether you're a beginner or a professional seeking to upgrade your skills, these institutes can help you achieve your career goals in digital marketing.
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
This document was submitted as part of interview process for Content Strategist position at Viapulsa, an Indonesian tech company which offers service to convert/transfer mobile credits into bank account.
A brief analysis of SHEIN's digital transformation.
SHEIN’s business model:
1. D2C cross-border ecommerce: SHEIN integrate the manufactures from Guanzhou to make clothes and deliver direct to customers.
2. Digital marketing: Data driven online marketing for user acquisition.
3. Digital transforming vendor chain: the most core of the revolution to shorten the innovation and lead time.
4. Outstanding user experience: International delivery in high efficiency
Leverage four parts of the user satisfaction process and integrate related resource and information flow, which making SHEIN an international leading D2C ecommerce company.
• Keeping utilizing data in all process is another core capability. From the page click, sales metrics, fabric sourcing to manufacturing time, all data is integrated for decision making, leading an upward customer preference and much efficient business decision making process.
Top 10 AI Trends to Watch in 2024 with Intelisyncnehapardhi711
As we advance further into the digital age, artificial intelligence (AI) continues to evolve, shaping various industries and aspects of our daily lives. The advancements in AI for 2024 promise significant transformations across multiple sectors. From agentic AI and open-source AI to AI-powered cybersecurity and sustainability, these trends highlight the growing influence of AI on our world. By staying informed and embracing these trends, businesses and individuals can harness the power of AI to innovate and thrive.
This article explores the top 10 AI trends to watch in 2024, providing an overview, impact, and examples of each trend.
Top 10 AI Trends to Watch in 2024
Trend 1: Agentic AI
Overview of Agentic AI
Agentic AI represents a fundamental shift in artificial intelligence. These AI systems are designed to comprehend complex workflows and pursue difficult objectives autonomously, with minimal human assistance. Essentially, agentic AI functions similarly to human employees, understanding intricate contexts and instructions in normal language, defining goals, deducing subtasks, and adapting actions to changing circumstances.
Impact of Agentic AI
Agentic AI has the potential to drastically alter organizational roles, procedures, and relationships. AI assistants with advanced thinking and planning capabilities can perform tasks previously managed by humans. This shift enhances productivity by fully automating complex processes, freeing workers from repetitive tasks to focus on more critical activities. The ability to adapt quickly to changing circumstances ensures continuous operational improvements.
Examples and Use Cases of Agentic AI
Autonomous Vehicles: Self-driving cars use agentic AI to navigate roads, interpret traffic signals, and make real-time decisions to ensure passenger safety.
Smart Home Devices: AI-powered home assistants, like smart thermostats and security systems, operate autonomously to optimize energy usage and enhance security.
Customer Service Bots: Advanced chatbots handle complex customer queries, provide solutions, and escalate issues to human agents when necessary.
Trend 2: Open Source AI
Overview of Open Source AI
Open-source AI involves freely available source code, encouraging developers to collaborate, use, adapt, and share AI technology. This openness fosters innovation and speeds up the development of practical AI solutions across various sectors, including healthcare, finance, and education.
Impact of Open Source AI
The collaborative nature of open-source AI promotes transparency and facilitates continuous improvement, leading to feature-rich, reliable, and modular solutions. These platforms enable the creation of applications such as real-time fraud detection, medical image analysis, personalized recommendations, and customized learning experiences.
Examples and Use Cases of Open Source AI
TensorFlow: An open-source machine learning framework by Google, widely used for building and deploying AI models.
Transforming Digital Marketing with Top AI Tools of 2024.pdfTirupati Gayaph
In today's rapidly evolving digital marketing landscape, leveraging advanced technologies is essential for achieving competitive advantage. Artificial Intelligence (AI) is at the forefront of this transformation, providing businesses with innovative tools to enhance engagement, streamline operations, and optimize strategies. This presentation covers some of the leading AI marketing tools that are revolutionizing the industry in 2024.
Slide 1: Introduction to AI in Marketing
• Overview of AI’s impact on digital marketing
• Importance of integrating AI tools in marketing strategies
Slide 2: HubSpot’s AI Features
• Predictive lead scoring
• AI-driven content recommendations
• Enhancing customer relationship management
Slide 3: OpenAI’s ChatGPT
• Human-like text generation for chatbots
• Real-time customer support solutions
• Improving customer engagement and satisfaction
Slide 4: Marketo’s AI Capabilities
• Automated email marketing
• Predictive content and customer segmentation
• Personalized marketing for increased conversions
Slide 5: Mailchimp’s AI-Powered Campaigns
• Predictive email sending times
• AI for personalized product recommendations
• Optimizing email marketing effectiveness
Slide 6: Canva’s AI Design Tools
• AI-powered design suggestions
• Access to current design trends
• Simplifying the creation of professional marketing materials
Slide 7: Hootsuite’s AI-Enhanced Social Media Tools
• AI-driven analytics for social media management
• Optimal posting times based on audience insights
• Enhancing social media strategy with data-driven decisions
Slide 8: Conclusion
• Recap of the benefits of AI marketing tools
• The importance of adopting AI technologies in marketing
• Call to explore our blog on Best AI Marketing Tools for more insights
These AI marketing tools are essential for businesses that want to harness the power of AI to enhance their marketing efforts. By adopting these technologies, companies can achieve more personalized customer interactions, efficient operations, and improved marketing outcomes.
For an in-depth understanding of how these AI marketing tools can transform your marketing approach, please visit our blog on Best AI Marketing Tools.
3 Best “Add to Calendar” Link Generator Tools (2024)Y
“Add to Calendar” link generator tools allow users to create links that add events directly to digital calendars like Google Calendar, Apple Calendar, and Outlook.
These tools simplify event scheduling by generating short URLs or QR codes that, when clicked or scanned, automatically insert event details into a user’s calendar.
They are ideal for streamlining the promotion of events in emails, websites, and social media, enhancing engagement and ensuring attendees don’t miss important dates.
These tools are designed to cater to diverse needs, from personal event planning to professional event promotion, ensuring your attendees can easily add events to their preferred calendar.
Cal.et is a versatile and user-friendly tool that allows you to create “Add to Calendar” links for seamless event scheduling and promotion.
Explore Premium Graphic Design Templates for versatile use.
Discover Endless Possibilities with Our costume design template. Download Templates or customise them with an easy-to-excess policy. Let’s transform Your Ideas into Masterpieces!
https://graphypix.com/
Digital Marketing Company in India - DIGI BrooksDIGI Brooks
This infographic provides guidance on marketing analytics, helping businesses grow using tools like Google Analytics and AI, measuring ROI, and analysing future trends to track business development.
https://digibrooks.com/digital-marketing-services/
The Future of B2B Audience Targeting with LinkedInTajul Islam
Tired of pouring money into LinkedIn ads that don't convert?
A marketer’s guide to unlocking the full potential of LinkedIn’s extensive targeting resources and partner tools.
There's a better way. This guide unlocks the secrets to laser-targeting your ideal B2B audience on LinkedIn. Forget generic campaigns. We'll show you how to combine LinkedIn's advanced features with your existing customer data to reach high-value decision-makers directly. Imagine reaching the exact companies and people who can benefit most from your product or service.
Download our free eBook and discover a data-driven approach to LinkedIn marketing that delivers real results. Stop chasing the wrong audience – start targeting the right ones today
The Future of B2B Audience Targeting with LinkedIn
Passion for the Brand and Consumer Brand Relationships
1. Noel ALBERT – WESFORD Business School (Grenoble – France)
Imène BECHEUR – WESFORD Business School (Grenoble – France)
Dwight MERUNKA – CERGAM/IAE (Aix en Provence – France) & Euromed (Marseille – France)
Pierre VALETTE-FLORENCE – CERAG/ IAE (Grenoble - France)
Passion for the Brand and Consumer
Brand Relationships
2. Introduction
Brands have a major role in consumers’ lives (Ahuvia, 2005;
Fournier, 1998; Wallendorf et al, 1988)
True cult for brands (Belk and Tumbat, 2005)
Consumer’s passion for brands (Bauer et al, 2007; Matzler et al,
2007), activities ( Schouten et al, 1995).
3. Introduction
Only two studies explore the concept of brand passion:
Bauer et al (2007) : influence of brand’s characteristics
Matzler et al (2007) : influence of consumer’s personality
Our objective
To establish that consumer brand relationships constructs
influence or may be influenced by passion for the brand.
4. Structure
1. Brand Passion Theory
- Definitions
- Brand Passion Models
- Research’s Hypothesis
2. Research methodology and Results
- Method
- Results
3. Conclusion
- Contributions
- Limitations
- Future Research
6. Brand Passion
Definitions
Brand passion corresponds to the enthusiasm, the infatuation or even the
obsession of a consumer for a brand.
Bauer et al (2007, p.2190): “a primarily affective, extremely
positive attitude toward a specific brand that leads to
emotional attachment and influences relevant behavioural
factors”
Keh et al (2007, p. 84): “brand passion describes the
zeal and enthusiasm features of consumer brand
relationship”.
Matzler et al. (2007, p.16): “if a consumer is passionate
about a brand, he/she will engage in a much more
emotional relationship with the brand and even miss the
brand or feel loss when the brand is unavailable”.
11. Research’s Hypothesis
Brand Trust
- Brand Trust and Brand Passion have never been associated
- Interpersonal context: trust may favorize the apparition of feelings between
partners (Larzelere and Huston (1980)
-Brand trust may influence Brand Love (Albert et al, 2010), Brand Affect (Chaudhuri
et al, 20001) and Brand Attachment
BRAND
PASSION
12. Research’s Hypothesis
Extraversion
BRAND
PASSION
- Existence of a link between interpersonal passion and extreversion
(Baumeister et al., 1999; White et al., 2004).
- Brand context: two opposite results (Bauer et al, 2007; Matzler et al, 2007)
14. Research’s Hypothesis
WOM
BRAND
PASSION
- Dick et al. (1994) indicated that brand affect leads to positive
word-of-mouth activity
- Brand Passion may influence Word-of-Mouth (Bauer et al, 2007)
15. Research’s Hypothesis
Premium
Price
BRAND
PASSION
-The more a consumer values a brand, the more he/she will accept a price
increase (Aaker, 1991)
- Brand passion may influence the consumer’s acceptance of a higher price
(Bauer et al, 2007; Thomson et al, 2005)
18. Collect through an oline panel
1505 consumers participated to the survey
Use of a SEM (PLS)
Method
n %
Employee 583 38,8%
Executive 197 13,1%
Other 153 10,2%
Middle level manager 147 9,8%
Student 130 8,7%
Inactive, retired 120 8,0%
Unemployed 62 4,1%
Blue collar Worker 61 4,1%
Retailer, small business manager 44 2,9%
Farmer 4 0,3%
Total 1 501 100,0%
25. - Studies on Brand Passion are still scarce
- Brand Passion may also be linked to Brand Relationship Constructs
-No influence of Extraversion on the consumer’s passion
- Passionate consumers may not accept everything from their brands (changes of
image, price, policy, etc.)
Conclusion
26. Conclusion
- Do consumers’, brands or brands relationships’ characteristics impact mostly
Brand Passion?
- Longitudinal study of Brand Passion
- Comparisons of Brand Passion effects with some other affective constructs (Love,
Attachment)
27. Noel ALBERT – WESFORD Business School (Grenoble – France)
Imène BECHEUR – WESFORD Business School (Grenoble – France)
Dwight MERUNKA – CERGAM/IAE (Aix en Provence – France) & Euromed (Marseille – France)
Pierre VALETTE-FLORENCE – CERAG/ IAE (Grenoble - France)
Passion for the Brand and Consumer
Brand Relationships