Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?

To enhance brand performance and to protect original brands from the unprecedented upsurge of counterfeits, marketers are continuously looking for effective anti-counterfeiting methods. Developing and maintaining emotional brand attachment and brand involvement with consumers have become a strategic marketing endeavor of luxury brands. A significant question bearing both theoretical and practical implications, however, is whether emotional brand attachment or brand involvement is more apposite to warrant a luxury brand’s performance and to safeguard the original brand from counterfeits, which remains unanswered. To address this knowledge gap, a survey was conducted. On the basis of an empirical study, this paper reveals that emotional brand attachment is a more prominent influencer than brand involvement to escalate original brand patronage although the effect of brand involvement is also significant. However, while improved brand involvement pushes consumers to patronize counterfeits, higher emotional brand attachment does not result in increased counterfeit patronage. These effects do not vary as a function of previous experience of either originals or counterfeits. Findings of this research contribute to brand literature by presenting empirical evidence of distinct influence of emotional brand attachment over brand involvement, which represents significant practical implications in relation to strategic brand management and anti-counterfeiting strategies

Interdependence of Personality Traits and Brand Identity in Measuring Brand Performance

Brand personality is an attractive and appealing concept in the marketing of today. Consumers perceive the brand on dimensions that typically capture a person’s personality, and extend that to the domain of brands. The discussions in the paper are woven around the issues concerning brand strength, brand identity and cognitive relationship between the consumer personality attributes and brand perceptions. Human personality traits that affect the brand performance are critically examined and role of emotions and attitudes including personality, image, reputation and trust (PIRT) in measuring the performance of brand is argued in the paper. An emerging brand strategy concept in context to bottom of pyramid market segment is also discussed illustratively in this paper.Cognitive behavior, brand identity, personality traits, bottom of the pyramid market, brand image, trust, corporate reputation, mass market, brand performance, customer value

Brand Metrics: A Tool to Measure Performance

An increasing interest in the continuous evaluation of brand performance has been observed in both managers and academics over recent past using metrics approach. This paper discusses the essential components of a brand metrics strategy and application of brand scorecard as an integrated approach to measure the overall performance of brands. The discussion delineates the process as how different constituents of metrics can be linked to business performance. It has also been argued in the paper that brand management is not just a marketing issue; it also directly affects corporate profitability. Effective brand portfolio management starts by creating a fact base about the equity in each brand and the brand's economic contribution.Brand performance, brand measurement, brand scorecard, performance metrics, brand variability, risk management, brand experience

Towards an integrative framework of brand country of origin recognition determinants : a cross-classified hierarchical model.

To propose a framework integrating the types and levels of the determinants of brand CO recognition and to provide evidence on Internet users’ brand CO recognition rates using a sample of multi-regional and global brands from a variety of product categories and countries. We integrate 'level-1' consumer and brand characteristics and 'level-2' product category and country effects in a single framework. Data obtained through an original on-line survey hosted by Yahoo provide the basis for the empirical analysis. Seven hypotheses are tested using a two-level cross-classified random-effect model (‘HCM2’) : (a) Education is positively related with brand CO recognition; (b) experience with brands is positively related with brand CO recognition; (c) integration between the consumer and the country of a foreign brand is positively related with brand CO recognition; (d) Internet users’ classification performance is significantly better for domestic than for foreign brands; (e) brand-name congruence with true brand origin is positively related with brand CO recognition; (f) brand equity explains brand CO recognition, and (g) product categories with higher consumer involvement enhance brand CO recognition. Brand CO recognition performance by Internet users is in line with classification performance rates reported in other studies dealing with well-know and global brands. The main limitation is the cross-sectional study design. The research implications suggest that scholars should consider level-2 product category and country characteristics in their models, and that the level of brand CO recognition must be understood as inherently associated to the kind of brands under study. Managers would benefit from considering product category and country aspects of their most valuable brands. Policy makers should encourage firms to promote a clear association between brands and countries (when these countries have a positive image) and discriminate between high and low involvement product categories. We contribute to the brand CO awareness literature by integrating consumer and brand characteristics in a theoretical model, and identifying level-2 product category features and CO effects previously disregarded in brand CO recognition frameworks. In addition, our study positively contrasts with previous research by providing empirical evidence on brand CO recognition from the largest set of global brands (109), countries of origin (19) and product categories (15) ever investigated.Brand awareness; Country of origin; Brand CO recognition; Cross-classified hierarchical model; International marketing;

Pengaruh Brand Performance Terhadap Repeat Purchase Dengan Competitive Advantage Dan Customer Engagement Sebagai Variabel Intervening Pada Pengguna Sepeda Motor Honda Di Surabaya

Pertumbuhan populasi sepeda motor di Indonesia terus berkembang, pangsa pasar dan minat beli masyarakat terhadap kendaraan roda dua ini masih tinggi sehigga menciptakan peluang bisnis yang bagus bagi industry sepeda motor. Di awal tahun 2000 jumlah sepeda motor belum sebanyak seperti saat ini. Bila dibandingkan dengan kondisi saat ini jumlah sepeda motor bertambah berkali-kali lipat, objek dalam penelitian ini menggunakan merek Honda yang telah dikenal selalu menjadi market leader dalam industry sepeda motor di Indonesia. Penelitian ini dilakukan untuk meneliti apakah kesuksesan Honda menguasai pangsa pasar dan menjadi market leader sepeda motor di Indonesia dipengaruhi oleh keunggulan Brand Performance-nya melalui penciptaan Competitive Advantage dan membangun Customer Engagement yang baik sehingga mempengaruhi keputusan Repeat Purchase orang-orang dalam membeli sepeda motor Honda. Distribusi dan produksi sepeda motor Honda di Indonesia berada dibawah naungan PT.Astra Honda Motor (AHM). Melalui segala keunggulan yang ditawarkan, brand ini selalu berhasil mendominasi industry sepeda motor di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey kuisioner yang diberikan kepada pengguna sepeda motor Honda di Surabaya sebanyak 100 responden dan menggunakan teknik analisis path

Getting warmer: a field trial of heat pumps

Given the lack of data on heat pump performance in customers’ homes, the Energy Saving Trust in partnership with the Open University undertook the first large-scale heat pump field trial in the UK to determine how heat pumps perform in real-life conditions. The year-long field trial monitored technical performance and customer behaviour observed at 83 sites across the UK. The findings provide valuable information about the factors that affect the success of a domestic heat pump installation. Instead of revealing outcomes along statistical grounds, or acting as a “brand-vs-brand” competition, the field trial findings provide a discussion of key points of interest to potential consumers, including: • Measured coefficient of performance (COP) and system efficiency • Installation practices (both system design and performance) • Customer behaviour (contribution by the Open University) • Heating patterns and average internal temperatures • Economics This report makes recommendations for consumers, installers, manufacturers and policy makers, and identifies areas that require additional investigation and research

The moderating effect of brand orientation on inter-firm market orientation and performance

While prior research has shown that market and brand orientation are key contributors to successful business performance, research to date has not fully explored how inter firm collaboration for these two key orientations can enhance business performance. The purpose of the paper is to investigate the relationship between inter-firm market and performance; to test for the moderating role of brand orientation in that relationship. A total of 169 completed pairs of surveys were collected of small and medium enterprises operating internationally in a variety of industries in Switzerland. The results show that inter-firm market and brand orientation are two antecedents of marketing and financial performance. The impact of inter-firm market on marketing and financial performance is significant when the brand orientation is favorable. This study extends previous research by examining the moderating role of brand orientation on inter firm market orientation, which is important, especially for firms wanting to increase their brand reputation by entering into partnerships with other firms. Further research is indicated, to identify the key moderators of the driving force of inter-firm market in relation to business performance and the reason why maintaining a strong brand presence is important in the international marketplace

Product Differentiation in Successive Vertical Oligopolies

This is a successive oligopoly model with two brands. Each downstream firm chooses one brand to sell on a final market. The upstream firms specialize in the production of one input specifically designed for the production of one brand, but they also produce the input for the other brand at an extra cost. We show that when more downstream firms choose one brand, more upstream firms will specialize in the input specific to that brand, and vice versa. Hence, multiple equilibria are possible and the softening effect of brand differentiation on competition might not be strong enough to induce maximal differentiation. The existence of equilibria and their welfare performance are also examined.Product differentiation, Vertical relationships, Oligopoly

Does brand image or taste have more influence on consumer preference for energy drinks?

In the past, numerous studies have been completed comparing brand image to product performance. In these studies it has been shown that brand image does have an effect on preferences and observers evaluate product performance differently when brand image is part of the equation. However, Generation Y is often cited as being skeptical of advertising, because they have been bombarded with media their entire lives. Therefore, this study examined a product targeted towards Generation Y, energy drinks, and compared stated brand preferences to actual product performance. The sample was 68 college students from Bryant University varying in age from 18 to 23 years old. In the study, participants were asked to complete an online survey about energy drinks and within the survey they were asked to rank five energy drinks (Red Bull, Monster, Full Throttle, Amp, and Rockstar) in order from favorite to least favorite. Several days later, the participants then came to the Applied Psychology Research Center on campus and participated in a blind taste test where they again ranked the energy drinks favorite to least favorite. Results showed that Generation Y is not immune to advertising. In the survey, Red Bull was clearly the most preferred brand with 47% of respondents selecting it as their favorite. In the blind taste tests, Monster was most preferred with 28% of respondents choosing it as their favorite. When comparing favorites using mean ranks, Red Bull was also most preferred in stated preferences (mean rank = 2.2) and Amp was most preferred in taste tests (mean rank = 2.7). Thus, Generation Y may be more skeptical about advertising, but they are still influenced by marketing efforts as shown by the discrepancy between stated preferences and the taste test preferences. These results provide important information for marketers because they show that advertising dollars aimed at Generation Y are effective

Applying branding theory to political marketing : a pilot study : a thesis presented in partial fulfilment of the requirements for the degree of Master of Communications in Marketing Communication at Massey University, Palmerston North, New Zealand

Recent developments in the research field of political marketing highlights the growing importance and application of branding to politics. However, despite recent advancements in the research field of customer-based brand equity, the methods used to evaluate brand image and performance remain simplistic and provide little insight into strengths and weaknesses of a political brand. This study pilots Romaniuk’s ‘Mental Market Share’ brand equity measure, as an alternative method to measuring political brand equity (2013). Specifically, the measure is used to analyse the data collected from primary research conducted on the brand image of New Zealand political parties, and secondary research published by CNN and ORC International on the 2016 presidential primary candidates for the Democratic and Republican parties. Participants of both studies indicated the parties or candidate that they perceive as performing well, or having strong policies, on a set list of political issues. The results show a high correlation between the mental market share of a political brand and election results; this suggests that the more salient a political party or candidate is the more support or votes they will receive. However, in the context of the New Zealand and United States political systems, the method was unable to predict election outcomes. Therefore, mental market share predicts the popularity, or popular vote, of a political brand. Future research should develop the methodological design of mental market share to account for the unique structure of a country or electorate’s political system