Going to great lengths in the pursuit of luxury:how longer brand names can enhance the luxury perception of a brand

Brand names are a crucial part of the brand equity and marketing strategy of any company. Research suggests that companies spend considerable time and money to create suitable names for their brands and products. This paper uses the Zipf's law (or Principle of Least Effort) to analyze the perceived luxuriousness of brand names. One of the most robust laws in linguistics, Zipf's law describes the inverse relationship between a word's length and its frequency i.e., the more frequently a word is used in language, the shorter it tends to be. Zipf's law has been applied to many fields of science and in this paper, we provide evidence for the idea that because polysyllabic words (and brand names) are rare in everyday conversation, they are considered as more complex, distant, and abstract and that the use of longer brand names can enhance the perception of how luxurious a brand is (compared with shorter brand names, which are considered to be close, frequent, and concrete to consumers). Our results suggest that shorter names (mono‐syllabic) are better suited to basic brands whereas longer names (tri‐syllabic or more) are more appropriate for luxury brands

Brand Identity and Online Self-Customisation Usefulness Perception

Online self-customisation (OSC) enables customers to tailor their preferences to certain product features via a brand-hosted online platform. Recent literature has given increasing attention to how consumers value OSC. However, extant research is characterised by a scarcity of understanding the effects of brand identity and individual differences on consumer responses to OSC. The purpose of this paper is to examine the mediating role of trust and the moderating role of need for uniqueness on the effects of brand identity prestige and brand identity similarity on consumer perceived usefulness of OSC. A field survey, through mall intercept, was conducted to test this conceptual framework. Our findings advance this field by finding that, not only the brand identity and consumer need for uniqueness, but also the interaction between them may affect consumers’ evaluation of OSC

Online Display Advertising: Targeting and Intrusiveness

We use data from a large-scale field experiment to explore what influences the effectiveness of online advertising. We find that matching an ad to website content and increasing an ad's obtrusiveness independently increase purchase intent. However, in combination, these two strategies are ineffective. Ads that match both website content and are obtrusive do worse at increasing purchase intent than ads that do only one or the other. This failure appears to be related to privacy concerns: the negative effect of combining targeting with obtrusiveness is strongest for people who refuse to give their income and for categories where privacy matters most. Our results suggest a possible explanation for the growing bifurcation in Internet advertising between highly targeted plain text ads and more visually striking but less targeted ads

Sceptical Employees as CSR Ambassadors in Times of Financial Uncertainty

This chapter offers new insights into the understanding of internal (employee) perceptions of organizational corporate social responsibility (CSR) policies and strategies. This study explores the significance of employees’ involvement and scepticism upon CSR initiatives and focuses on the effects it may have upon word of mouth (WOM) and the development of employee–organisation relationships. Desk research introduces the research questions. Data for the research questions were gathered through a self-completion questionnaire distributed in a hardcopy form to the sample. An individual’s level of scepticism and involvement appears to affect the development of a positive effect on employees’ WOM. Involvement with the domain of the investment may be a central factor affecting relationship building within the organization, and upon generation of positive WOM. The chapter offers a conceptual framework to public relations (PR) and corporate communications practitioners, which may enrich their views and understanding of the use and value of CSR for communication strategies and practices. For-profit organisations are major institutions in today’s society. CSR is proffered as presenting advantages for (at macro level) society and (micro level) the organization and its employees. Concepts, such as involvement and scepticism, which have not been rigorously examined in PR and corporate communication literature, are addressed. By examining employee perceptions, managers and academic researchers gain insights into the acceptance, appreciation and effectiveness of CSR policies and activities upon the employee stakeholder group. This will affect current and future CSR communication strategies. The knowledge acquired from this chapter may be transferable outside the for-profit sector

A very conscientious brand: A case study of the BBC's current affairs series Panorama

The reputation of British current affairs and documentary series such as the BBC's Panorama, Channel 4’s Dispatches or the now defunct Granada series World in Action have rested on an image of conscientious ‘public service’. These popular, long running series have, at various points in their history, acted as the ‘conscience of the nation’, seeking to expose social injustice, investigate misdemeanours by the powerful and take on venal or corrupt vested interest. The BBC’s flagship current affairs series Panorama is Britain’s longest running television programme and, according to the Panorama website, ‘the world’s longest running investigative TV show’. It has provided a template for other current affairs series both in Britain, Europe and around the world while undergoing several transformations in form and style since its launch in 1953, the latest and arguably most dramatic being in 2007. This article will chart the development of Panorama as a distinctive, ‘flagship' current affairs series over six decades. It will attempt to answer why the Panorama brand has survived so long, while so many other notable current affairs series have not. Using research and material from Bournemouth University’s Panorama Archive, the Video Active website, the BFI and other European archives this article explores the development of an iconic current affairs series that has, at different stages in its history, proved a template for other news and current affairs programmes. Various breaks and continuities are highlighted in Panorama’s history and identity, and an attempt will be made to characterise and specify the Panorama ‘brand’ and pinpoint the series’ successes and failures in reinventing itself in a rapidly changing media context

Privacy regulation and online advertising

Advertisers use online customer data to target their marketing appeals. This has heightened consumers' privacy concerns, leading governments to pass laws designed to protect consumer privacy by restricting the use of data and by restricting online tracking techniques used by websites. We use the responses of 3.3 million survey takers who had been randomly exposed to 9,596 online display (banner) advertising campaigns to explore how privacy regulation in the European Union (EU) has influenced advertising effectiveness. This privacy regulation restricted advertisers' ability to collect data on Web users in order to target ad campaigns. We find that, on average, display advertising became far less effective at changing stated purchase intent after the EU laws were enacted, relative to display advertising in other countries. The loss in effectiveness was more pronounced for websites that had general content (such as news sites), where non-data-driven targeting is particularly hard to do. The loss of effectiveness was also more pronounced for ads with a smaller presence on the webpage and for ads that did not have additional interactive, video, or audio features

Competitive strategies in fashion industries: portuguese footwear industry

Portugal is an important player in the European fashion industry. The Portuguese footwear industry, “low-tech” and traditional industry, dominated by SMEs and located in two main clusters, is a success case in the Portuguese economy. After a long period of decline until 2009, the footwear companies prepared new strategies that made big changes in the image and performance achieved. Since 2009, exports have increased more than 55% and the Portuguese footwear has grown in almost all the most important foreign markets. The competitive strategies followed by the Portuguese footwear companies are different and they can be clearly identified according Porter’s three generic competitive strategies: cost leadership, differentiation and focus strategy. This paper had analysed seven Portuguese footwear companies (seven cases, case study strategy) and the results obtained shows how important is to have the right approach to the markets, according the internal and external resources that each firm has available. The footwear clusters in Portugal and the sectorial organizations are also very important in this competitive performance achieved by the companies. Last years the Portuguese government recognize this increasing importance of the fashion industries and prepared several programs to promote these industries in Europe and other continents.FCT -Fundação para a Ciência e a Tecnologia(POCI-01-0145-FEDER-007136)info:eu-repo/semantics/publishedVersio

Compulsive buying and branding phenomena

The purpose of this paper was to explore the impact of brand variables such as brand awareness, brand loyalty, brand attachment, and perceived brand quality on compulsive buying behavior. A self-administered questionnaire, containing demographic items and items related to compulsive buying, brand awareness, brand loyalty, brand attachment and perceived quality, was used to collect data. Participants were 269 US university students at a large mid-western university (138 men, 131 women; mean age = 21.96). Data were analyzed using descriptive statistics, t-test and MANOVA/ANOVA. Reliability of all scales was acceptable. In the current study, 18% of the participants were classified as compulsive buyers. Women showed higher compulsive buying tendency than men. Participants with greater compulsive buying tendency scored higher on brand attachment and brand loyalty and lower on brand awareness; there was no difference in scores on perceived brand quality. Results support that brand variables such as brand awareness, brand loyalty, and brand attachment are related to compulsive buying behavior. New perceptions and implications for both academicians and practitioners are provided

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

Political Branding: The Tea Party and Its Use of Participation Branding

The emergence of the Tea Party movement in 2009 witnessed the surfacing of a populist, anti-Obama libertarian mobilization within the United States. The Tea Party, a movement that brought together a number of disparate groups—some new, some established—utilized participation branding where the consumer attributed the movement its own identity and brand. Its consumer-facing approach, lack of one single leader, and lack of a detailed party platform, in combination with its impact on the 2010 election races in America, earmarks it as a contemporary and unconventional brand phenomenon worthy of investigation. Copyright © Taylor & Francis Group, LLC