...Essay The role of the strategy planner is integral in the development of a successful advertising campaign. However, strategy planning has not always been utilised within advertising. It is a forever expanding and important field within the communications industry. Through the strategy planner’s research and advanced knowledge of the brand, they are able to offer invaluable insight into the brand. Sequentially giving the client a reason to retain the firm as a business partner. Effective strategy planning requires a number of exhaustive research methods. Without it, a strategy planner cannot fully understand the brand or what the target audience demands. From this research, the creative team is able to design a campaign, which communicates exactly what is required to the desired target audience. However, all fields related to the media are constantly changing. The exponential growth in technology makes strategic planning difficult and challenging, but when utilised correctly can achieve great results. Strategy planning was originally developed in the late 1970’s in the UK and was later imported to the USA in the early 1980’s (Alex Campbell, 2013). Before this the roles were split up between two different agencies; the creative agency, which came up with the communication ideas and the media agency, which planned and purchased the appropriate media (Roles of Account Management and Strategic Planning. 2013). The split eventually made it apparent that the social research conducted...
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...July 2012 BRANDGYM RESEARCH PAPER 6 By David Taylor Managing Partner Can social media show you the money? www.thebrandgym.com Can social media show you the money? About the research The first part of the research was with over 100 senior marketing professionals across Europe, Africa, Asia, the USA and Latin America, covering a broad range of sectors. In addition, we did research with 1000 consumers each in the UK and USA, to compare their actual use of social media* with how marketers think they use it. Read on to see how wrong most marketers are! We have brought to life the findings with examples from our work on brandgym projects, and through interesting case studies we have come across in our blogging and book writing. * To clarify, this study focuses on the creation of content using social media (e.g. Facebook pages, Twitter feeds) and not online advertising on social media sites. In this, our 6th global survey, we ask “Can Social Media Show you the Money?”. The brandgym partners Introduction Social media is a red-hot topic today. Social media is sexy, shiny and new. And it’s also a bit scary, with headlines screaming that the whole world of marketing is changing, and that ‘old’ media like TV advertising is dead. However, data on the brand and business building effects of social media is thin on the ground. We felt it was time to cut through the hype and hysteria around social media, to better understand the role it can play. We wanted to find out: “Can social media show...
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...Consumer Attitude Towards Brand Extensions: An Integrative Model and Research Propositions Sandor Czellar1 University of Geneva 1 University of Geneva, Section HEC, 40, boulevard du Pont-d’Arve, 1211 Geneva 4, Switzerland. 00 41 22 705 8114 (tel), 00 41 22 705 8104 (fax), czellars@hec.fr (email). 1 Consumer Attitude Towards Brand Extensions: An Integrative Model and Research Propositions The paper proposes an integrative model of the antecedents and consequences of brand extension attitude based on the dominant cognitive paradigm. The four key processes of the model are: (1) the perception of fit, (2) the formation of primary attitudes towards the extension, (3) the link between extension attitude and marketplace behaviour and (4) the reciprocal effect of brand extension attitude on parent brand/extension category attitude. Moderator and control variables of these processes are identified and classified into three groups: (1) consumer characteristics, (2) marketer-controlled factors and (3) external factors. This integrative model leads to the identification of missing links and variables in past research, resulting in a propositional inventory for future studies. The paper ends with a reflection on the long-term perspectives of scientific inquiry on brand extensions. Keywords: Brand extensions, Consumer Attitudes, Brand Associations, Brand Affect, Cognitive Psychology 2 Introduction Brand extension is the "use of established brand names to enter new...
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...The Role of Online Social Media in Brand-Consumer Engagement: An Exploratory Study Abstract Submitted to the Direct/Interactive Marketing Research Summit Proceedings August 31, 2012 Andrew J. Rohm Associate Professor, Marketing Department, College of Business Administration, Loyola Marymount University, Los Angeles, CA, arohm1@lmu.edu George R. Milne Professor, Marketing Department, Isenberg School of Management, University of Massachusetts Amherst, Amherst, MA, milne@isenberg.umass.edu Velitchka Kaltcheva Associate Professor, Marketing Department, College of Business Administration, Loyola Marymount University, Los Angeles, CA, velitchka.kaltcheva@lmu.edu Researchers have noted the importance of generating more effective brand-consumer engagement with respect to increased profits, customer satisfaction, and customer loyalty (Palmatier et al. 2006). Customer engagement is defined as active interactions with a firm, with prospects and with other customers (Kumar et al. 2010). We focus on engagement because consumers’ interactions with brands are now more similar to a multi-party conversation than to a brand-dictated monologue (Deighton and Kornfeld 2009; Hennig-Thurau et al. 2010). Social media platforms including Facebook and Twitter have become integral elements for companies and brands seeking to develop intimate online customer relationships; conversely, they provide consumers an online “soapbox” with which to publish and disseminate personal evaluations...
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...iosrjournals.org Brand Love: Mediating Role in Purchase Intentions and Word-ofMouth Muhammad Yasin1, Amjad Shamim2 2 (Department of Business and Economics, Foundation University Islamabad, Pakistan) (Lecturer, Department of Business and Economics, Foundation University Islamabad, Pakistan) 1 Abstract: The objective of this research is two fold. First is to determine the impact of brand experience, brand trust and affective commitment on purchase intentions. Second is to ascertain the mediating role of brand love in the relationships of purchase intentions and word-of-mouth. The data was obtained from 265 cell phone customers from Islamabad and Rawalpindi cities of the Islamic Republic of Pakistan. Simple random sampling technique was used for the collection of data and the data was analyzed in SPSS 15.0 where correlation and regression analyses were performed. Results indicate that brand experience, brand trust and affective commitment have significant positive impacts on purchase intentions. In this relationship, the intensity of the impact of affective commitment is quite high as compared to other variables. Other results revealed that purchase intentions significantly predict brand love and word-of-mouth, and brand love also significantly predicts word-of-mouth. And finally, brand love has partial mediation affect in the relationship of purchase intentions and word-of-mouth. Keywords - affective commitment, brand experience, brand trust, brand love, cell phone ...
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...com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS JULY 2013 VOL 5, NO 3 The Halal brand personality and its effect on purchase intention Mahdi Borzooei and Maryam Asgari Business Management Faculty, Universiti Teknologi MARA, Shah Alam, Malaysia Abstract Halal is not just a purely religious issue; it is also in the realm of business and trade. The purpose of this study is to propose a model to determine the Halal brand personality and then examine its effect on brand trust and purchase intention. In particular, religious commitment with intra-personal and inter-personal dimensions is presented as a moderator variable. A literature review was conducted to select an appropriate theoretical model based on the recognized variables. In addition, the paper provides insight into each variable of the proposed model. The practical implication of this study extends to the new window for marketers and businesses in different countries involved in the Halal business. Establishing a strong Halal brand assists corporations to achieve worldwide acknowledgement, credibility, and be a major player in this lucrative market. Shaping Halal in the lens of branding in the business environment enhances the image of Halal and also leads to more recognition among nonMuslims consumers. Finally, this is a pioneer study to propose implementing brand personality and brand trust on Halal. Keywords Halal, Brand personality, Brand trust, Purchase intention, Religious commitment ...
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...A brand orientation typology for SMEs: a case research approach Ho Yin Wong and Bill Merrilees Department of Marketing, Griffith Business School, Griffith University, Gold Coast, Australia Purpose – This research paper aims to discuss the role of branding strategy in small and medium size enterprises (SMEs). Design/methodology/approach – The literature on traditional brand management and strategic branding are first reviewed. Four critical constructs are identified, namely brand distinctiveness, brand orientation, brand-marketing performance and brand barriers. The literature, in combination with (eight) case research interviews, has been synthesised to develop a new theory of SME branding. Findings – The paper reveals that the theory identifies the ladder of SME brand orientation, moving from minimal brand orientation, to embryonic brand orientation to integrated brand orientation. Further, it is suggested that most SMEs will be on the lower steps of the ladder. A model of the brand strategy process has been formulated, specifying links between brand barriers, brand distinctiveness, brand orientation and brand-marketing performance. The study puts forward some propositions about the pre-conditions to move higher up the ladder, particularly to an integrated brand orientation. Research limitations/implications – The major limitation of this research is that it is based on eight case studies. It is suggested that a quantitative survey be carried out to enhance the generalisability...
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...more important role in advertising and marketing. For Bush, Martin and Bush’s article, based on customer socialization and previous findings, they make four hypotheses: 1) Teenagers' athlete role model influence is positively related to product switching and complaint behavior; 2) Teenagers' athlete role model influence is positively related to favorable or positive word-of-mouth behavior; 3) Teenagers' athlete role model influence is positively related to brand loyalty and 4) Female teenagers' athlete role model influence is more positively related to (a) product switching and complaint behavior, (b) favorable word-of-mouth behavior, and (c) brand loyalty than male teenagers. After test the hypotheses, they found that 1) teens' athlete role model influence is not significantly related to product switching or complaining behavior; 2) athlete role model influence is positively related to teenagers' favorable word-of-mouth communications; 3) the results show that athlete role model is positively related to teenagers' brand loyalty; and 4) there are no significant differences between male and female members of Generation Y when it comes to athlete role model influence on product switching and complaint behavior. For marketers, they should realize that celebrity sports athletes are important to adolescents when they make brand choices and talk about these brands positively. Moreover, regardless of their public behavior, teenagers do consider athletes as important role models. In addition...
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...A Study on Impact of Packaging on Rural Consumer Buying Behaviour Towards FMCG Products in Bhopal (M.P) Imran Mehraj Dar Research Scholar in Management Studies Barkutallah University,Bhopal,(M.P) Imranmehraj.dar@gmail.com ABSTRACT In the ever increasing competition of today's global market the need for effective product promotion is crucial, and the product packaging has come to play a more important role as a brand communication vehicle. To achieve communication goals effectively, knowledge about consumer psychology is important so that manufacturers understand consumer response to their packages. This paper aims to investigate the impact of packaging on Rural Consumer buying behaviour towards FMCG products. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding Consumer’s behavior towards the packaging of FMCG products When consumers search for and process information in-store, the product's package can contain relevant and useful information for the consumer. Product packaging forms the end of the 'promotion-chain' and is close in time to the actual purchase and may therefore play an important role in predicting consumer outcomes. Packages also deliver brand identification and label information like usage instructions, contents, and list of ingredients or raw materials, warnings for use and directives for care of product. Packaging characteristics are being measured such as various sizes of Package, different...
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...com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS JULY 2013 VOL 5, NO 3 The Halal brand personality and its effect on purchase intention Mahdi Borzooei and Maryam Asgari Business Management Faculty, Universiti Teknologi MARA, Shah Alam, Malaysia Abstract Halal is not just a purely religious issue; it is also in the realm of business and trade. The purpose of this study is to propose a model to determine the Halal brand personality and then examine its effect on brand trust and purchase intention. In particular, religious commitment with intra-personal and inter-personal dimensions is presented as a moderator variable. A literature review was conducted to select an appropriate theoretical model based on the recognized variables. In addition, the paper provides insight into each variable of the proposed model. The practical implication of this study extends to the new window for marketers and businesses in different countries involved in the Halal business. Establishing a strong Halal brand assists corporations to achieve worldwide acknowledgement, credibility, and be a major player in this lucrative market. Shaping Halal in the lens of branding in the business environment enhances the image of Halal and also leads to more recognition among nonMuslims consumers. Finally, this is a pioneer study to propose implementing brand personality and brand trust on Halal. Keywords Halal, Brand personality, Brand trust, Purchase intention, Religious commitment ...
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...597 | P a g e ROLE OF ADVERTISEMENT IN MANAGING THE BRAND EQUITY OF CARBONATED DRINKS AMONG GENERATION-Z Dr. Nishakant Ojha1 ABSTRACT Companies spend large amount of their money on building brand equity. This study explores the relationship between advertising and brand equity. The purpose of this study is to how advertisements of carbonated drinks acts as stimuli in influencing purchase decision of generation-Z. It also explores the role of electronic media in advertising. Data for the study has been collected by using the survey method using convenience sampling and Judgment Sampling among Generation-Z i.e. respondents born in 1989 - till 2000s respondents in Jalandhar and Phagwara city, Punjab. The reliability of data was established using Cronbach’s coefficient Alpha. The data reduction technique of factor analysis was used for introspection of data. KEYWORDS Advertising, Brand Equity, Effective Medium, Generation Z etc. INTRODUCTION The prime goal of every business organization is to build strong brand equity (Keller and Lehmann, 2006). The biggest thrust behind the buying habits of consumers is brand equity. Brand equity is defined as the value premium that a company realizes from a product with a recognizable name as compared to its generic equivalent. It provides an advantage of larger margins, greater intermediary cooperation and support, and brand extension opportunities (Delgado-Ballester and Munuera-Alemán, 2005). According to Aaker’s theory brand, equity has various...
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...University, 1990 B.A. Honors & Awards Ph.D. Ph.D. Education Psychology, Sofia University, 1986 Faculty Impact Award. Given by students to faculty demonstrating “true excellence in interactions with students,” 2009 Outstanding Reviewer, Journal of Consumer Research, 2008 Early Career Contribution Award, Society for Consumer Psychology/ American Psychological Association, 2005. Given annually to the most productive researcher in the field of consumer behavior who has been a faculty member for less than ten years. Fellow, Young Scholars Program, Marketing Science Institute, 2005 Outstanding Reviewer, Journal of Consumer Research, 2003 Chair’s Core Course Teaching Award, Kellogg School of Management, 2002 – 2003 Dean’s Recognition of Teaching Excellence, Kellogg School of Management (based on student evaluations), 1998 – present McManus Research Chair, Kellogg School of Management, 1998 – 1999, 2001 – 2002 Kraft Research Chair, Kellogg School of Management, 2000 – 2001 Fellow, American Marketing Association Doctoral Consortium, 1996 Honorable Mention, Alden G. Clayton Doctoral Dissertation Proposal Competition, 1995 Alexander Chernev 2/2012 RESEARCH Focus Research Articles (Peer Reviewed) Consumer Decision Behavior 1. Brough, Aaron and Alexander Chernev...
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...waste profits on advertising as they already have a vast and loyal customer base. Student ID: 0080379103 Student Name: Jing SUN Word count: 1639 The role of advertising in the developments of brand image and brand extension in established companies. Utilizing advertising in a most effective and efficient way is always a concern in most companies, as advertising requires a costly investment in both capital and human resources, which in return is expected to create positive outcomes. With a large volume of consumers and brand loyalties created in established, some argue that advertising can be merely a waste of money. While this idea addresses two major outcomes of conducting advertisement, attracting potential consumers and building brand loyalty, it ignores other contributions, for example, brand extension and brand image building, that could be enhanced by advertising in established companies. This essay will illustrate the reason why advertising is required in established companies, focusing on how appropriate advertising may contribute to developing brand extension and enhancing brand image. First of all, the informative function and social function of advertising will be interpreted. The following sections will demonstrate why large companies should focus on building up brand image and developing brand extension and how advertising contributes to these two dimensions. Then, the negative impact of advertising that advertisement may help to increase the competitors’...
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...Business Management, Hemchandracharya North Gujarat University, Patan Email: deliya.mitul@gmail.com ABSTRACT The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged FMCG products. This research utilized a focus group methodology to understand consumer behavior toward such products. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding Consumer’s behavior towards the packaging of FMCG products. When consumers search for and process information in-store, the product's package can contain relevant and useful information for the consumer. Product packaging forms the end of the 'promotion-chain' and is close in time to the actual purchase and may therefore play an important role in predicting consumer outcomes. Packages also deliver brand identification and label information like usage instructions, contents, and list of ingredients or raw materials, warnings for use and directives for care of product. INTRODUCTION “Packaging is the container for a product – encompassing the physical appearance of the container and including the design, color, shape, labeling and materials used” Packaging has a huge role to play in the positioning of products. Package design shapes consumer perceptions and can be the determining factor in point-of-purchase decisions which characterize the majority of shopping occasions In recent years the marketing environment has become...
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...Chuck Young, Ameritest, argues that the most effective ads are those that exploit the negative emotions of the consumer to drive advertising impact M ANY ADVERTISERS ARE wary of creating ads that evoke negative emotions in consumers, for fear of creating negative associations with their brand. This is not surprising, since the mental processes involved in transferring emotions generated by advertising to the emotional equity of a brand are not understood: playing with the dark force can be risky. I remember one of the first copy tests we conducted for IBM. Ogilvy had created ‘Blue Letterbox’ TV executions; however, this one had an unusual twist. The commercial had a dark storyline about hackers breaking into a company’s accounting systems and emailing sensitive payroll information to the entire company, but the story ended on a promise that IBM software would keep your systems secure. There was a debate at the highest level about this. Lou Gerstner, then CEO of IBM, who was engaged in his turnaround of the high-tech giant, was not sure about it. Steve Hayden, head creative on the account was a strong advocate. To resolve their debate, the two agreed to research. The lesson from research was that TABLE 1 negative emotion, properly used, can be a powerful driver of commercial performance. The commercial generated strong pre-test scores, and Lou agreed to run it. Tracking data validated the ad’s effectiveness. Negative emotions are a key ingredient in all forms of storytelling...
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