Political brand image: an investigation into the operationalisation of the external orientation of David Cameron’s Conservative brand

This paper seeks to address the limited understanding of how to operationalise the external brand image of a political brand. More specifically, this research critically assesses the transfer potential of the six variables of brand image by Bosch, Venter, Han and Boshoff to deconstruct the UK Conservative Party brand from the perspective of young people aged 18–24 years during the 2010 UK General Election campaign. This research demonstrates the applicability of the six variables otherwise known as the ‘brand image framework’ to the political environment. However, the application of the brand image framework in its original conceptualisation proved problematic. Many of the brand image variables were clarified, rearticulated and simplified to address the political context. This refined conceptualisation provided an in-depth understanding of how to investigate the political brand image of David Cameron’s Conservative Party. This study addresses the paucity of research that operationalises external brand image and provides practitioners and academics within and beyond the context of political branding a mechanism to understand the external orientation of brands. This research may also be used by political and non-political brands as a basis to explore external brand image and compare its consistency with internal brand identity

When employer brand image aids employee satisfaction and engagement

Purpose – The purpose of this paper is to test whether employee characteristics (age, gender, role and experience) influence the effects of employer brand image, for warmth and competence, on employee satisfaction and engagement. Design/methodology/approach – Members of the public were surveyed as to their satisfaction and engagement with their employer and their view of their employer brand image. Half were asked to evaluate their employer’s “warmth” and half its “competence”. The influence of employee characteristics was tested on a “base model” linking employer image to satisfaction and engagement using a mediated moderation model. Findings – The base model proved valid; satisfaction partially mediates the influence of employer brand image on engagement. Age, experience gender, and whether the role involved customer contact moderate both the influence of the employer brand image and of satisfaction on engagement. Practical implications – Engagement varies with employee characteristics, and both segmenting employees and promoting the employer brand image differentially to specific groups are ways to counter this effect. Originality/value – The contexts in which employer brand image can influence employees in general and specific groups of employees in particular are not well understood. This is the first empirical study of the influence of employer brand image on employee engagement and one of few that considers the application of employee segmentation

The Effect of Word of Mouth on Brand Image of a Popular Indonesian Donut Brand

A Brand must innovate to create a positive impression of consumers. When a consumer feels happy and satisfied with a product, the emotional impact will encourage loyalty and positive word of mouth will increase. The purpose of this research is to know how big influence of word of mouth to brand image of J.CO Donuts & Coffee. The independent variable (X) in this research is word of mouth and the dependent variable (Y) is brand image. This research uses quantitative method with descriptive and causal research type. This research was conducted on 75 respondents and used simple linear regression analysis and data processing using SPSS version 21. Based on the results of hypothesis testing, word of mouth has an influence on brand image J.CO. The results of determination coefficient word of mouth influence to brand image by 46,7%.      Keywords: brand image, word of mouth, marketing, business administratio

The Influence of Sponsor-Event Congruence in Sponsorship of Music Festivals

This paper focuses the research on the Influence of Sponsor-Event Congruence toward Brand Image, Attitudes toward the Brand and Purchase Intention. Having reviewed the literatures and arranged the hypotheses, the data has been gathered by distributing the questionnaire to 155 audiences at the Java Jazz Music Festival, firstly with convenience sampling and then snowballing sampling approach. The analysis of data was executed with Structural Equation Modeling (SEM). The result shows the sponsor-event congruence variable has a positive impact toward brand image and attitudes toward the brand sponsor. Brand Image also has a positive impact toward purchase intention; in contrary attitudes toward the brand do not have a positive purchase intention. With those results, to increase the sponsorship effectiveness, the role of congruency is very significant in the sponsorship event. Congruency is a key influencer to trigger the sponsorship effectiveness. Congruency between the event and the sponsor is able to boost up the brand image and bring out favorable attitudes towards the brand for the success of marketing communication programs, particularly sponsorship. In addition to it, image transfer gets higher due to the congruency existence (fit) between sponsor and event and directs the intention creation to buy sponsor brand product/service (purchase intention). In conclusion, sponsor-event congruence has effect on consumer responds toward sponsorship, either on the cognitive level, affective and also behavior

Vodafone: the relationship between brand image and online marketing strategies

The competition in global marketplaces is progressively increasing due to a large number of local players that form the telecom industry. For this reason, it is essential for companies to establish a strong brand image to maintain its position in the market. Vodafone has been one of the fastest growing companies in the world. Nevertheless, it still holds the number two position in the telecom European market and the sixth, in the international sphere. This aspect encourages us to dig into which factors need to be considered to reach the zenith. We have focused on the international online marketing strategies that are used by telecommunication companies to establish and enhance brand image in the global market. With the example of Vodafone, the research concentrates on the intricacies of the relationship between brand image and online marketing strategies in order to enhance brand image internationally, in the context of the global telecom sector. For this purpose, two detailed online surveys were conducted to gather opinion about the effects of online marketing strategies on brand image. It also aims to find the gaps in the online strategies and improve them in order to boost up the brand image of Vodafone

PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP PURCHASE INTENTION PRODUK KOSMETIK WARDAH DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI (Studi pada Konsumen Produk Kosmetik Wardah di Universitas Muhammadiyah Malang)

Usage lectronic word of mouth in consumer communications today helped its emergence purchase intention on certain products, especially in the field of cosmetics for women, brand image existing products also help increase consumer purchasing intentions. This research aims to find out whether electronic word of mouth has a significant effect on purchase intention Wardah cosmetic products with brand image as a mediating variable using techniques of structural equation modeling with the help of analytical tools Smart PLS 4. The type of research used is quantitative research with a sample size of 120 respondents who meet the sample criteria and were taken using techniques of accidental sampling. This research data was obtained through a questionnaire in the form of google form which was distributed to students at the University of Muhammadiyah Malang. The research results show that electronic word of mouth positive and significant effect on purchase intention, electronic word of mouth positive and significant effect on brand image, brand image significant effect on purchase intention, and electronic word of mouth positive influence on purchase intention through brand image as a mediating variable

Assessing brand image through communalitites and asymmetries brand-to-attribute and attribute-to-brand associations.

Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations. Information on these associations arise from two ways of collecting data respectively: brand-by-brand evaluations of all attributes and attribute-by-attribute evaluations of all brands. In this paper, the authors present a methodological approach, namely correspondence analysis of matched matrices, to assess the communalitites as well as asymmetries between brand-to-attribute and attribute-to-brand associations. The methodology results in perceptual maps visualizing brand image. The approach is illustrated in an empirical market research project in which two samples of consumers evaluated ten brands of deodorants and eleven attributes

Analisis Pengaruh Kualitas Layanan Dan Citra Merek Terhadap Loyalitas Merek Pada Pengguna Kartu Telkomsel Simpati

Given the development of mobile telecommunication technology advances in this era of globalization, has resulted in many emerging wide range of operators. The number of operators who sprung the increasing competition between mobile operators in order to attract consumers interested in using its products. One form of business that can be done is to improve service quality and brand image in order to gain a loyal customer. The purpose of this study was to determine the effect of service quality and brand image brand loyalty. This research is a field study. The population in this study are all people who have used prepaid cards sympathy. The samples in this study were 100 people who had used a prepaid card sympathy. Data collection through a questionnaire. The results of the multiple regression analysis, Y = 6.864 + + 0.341X1 0.357X2 + e of the most influential independent variable on the dependent variable is the variable of brand image variables (0.357) and followed by the variable quality of service (0.341). T test results prove that all the independent variables (service quality and brand image) has a positive influence on the dependent variable is the brand loyalty in sympathy Telkomsel card users. That is according to the consumer, the two independent variables are considered important to be loyal to retain sympathy Telkomsel card. And the coefficient of determination (adjusted R2) were obtained for 0604. This means that 60.40% of brand loyalty can be explained by the variable quality of service and brand image, while the remaining 39.60% is influenced by other variables not examined in this study

Building brands through experiential events: when entertainment meets education

Experiential marketing is increasingly getting companies’ attention as a strategy to interact with consumers and engage them to better convey their brand image and positioning. However, its effects are still unclear both at the aggregate and at the individual levels. This paper addresses this topic and presents a field experiment investigating the effects of experiential marketing on brand image in retailing. Two similar consumer electronics stores with different strategies – traditional vs. experiential – constitutes the setting in which a field experiment has been run. Two similar samples of consumers took part in our study by visiting one of these two stores, and answering a questionnaire before and after the visit with the primary goal to investigate the brand image and its changes due to the shopping visit. Brand image was measured as the overall brand attitude – via four items – and five specific desired brand claims that the company wanted to convey to consumers. Findings show that engaged consumers through the multisensory and interactive event arranged in the experiential store register higher levels of both brand attitude and all brand claims than those visiting the traditional store, and that the increase in both the dependent variables after the visit of the experiential store is higher than the increase in the traditional store. Thus, experiential stores are not only able to entertain consumers, but they are also able to educate them, by conveying them a set of brand claims more effectively than the traditional stor

The art of cross-cultural branding

This is a case study of global branding. It exmamines the key factors that affect the meaning of international brands in China. Global brand and local image is a paradox to be addressed. In the previous studies localising an international brand is largely viewed as a passive translation process. This study has shown that renaming can be a value-added process. It provides an opportunity to re-cast the brand in the new market, creating a unique global-local image that enhances the original’s brand equity