The Main Determinants of Bollywood Movie Box Office Sales

The Indian film industry produces more movies and sells more tickets than any other movie industry, with revenues second only to those of the US film industry. We employ a two-by-two research design using a set of multiple regression analyses for two different countries of destination for Bollywood movies for two dependent variables. By examining data and testing our hypotheses on a sample of 330 films, we identify effects related to brand, product, distribution and consumers on opening week as well as total box office sales both individually and collectively. Our results show that the categories of variables affecting Bollywood opening week sales for both countries are identical in order and importance (distribution, product, brand, consumer variables). For total box office sales they are similar, with the exception of the first category. For the UK it was consumer-related while in the US it was distribution-related, followed then for both countries by product- and brand-related variables. Our results underscore previous findings of Hollywood movies, indicating that movie success factors are global rather than regional or national

ESTIMANDO O VALOR DE UMA MARCA (BRAND EQUITY) NO CONTEXTO GLOBAL DA INDÚSTRIA AUTOMOBILÍSTICA

Este artigo analisa em que medida o valor da marca contribui para o preço de um automóvel. O objetivo desta pesquisa é averiguar se automóveis de preço mais elevado fornecem ao consumidor produtos superiores de modo consistente e se, deste modo, o aumento dos preços é justificado. O presente estudo utiliza uma variação do modelo SDR de Brand Equity para investigar o valor de uma marca. Será feita uma comparação entre os atributos dos produtos e os preços de diversos veículos de fabricantes de automóveis dos EUA, Japão e Alemanha. Os atributos do produto e o preço de cada modelo serão categorizados, comparados e, por fim, serão calculados os pontos do preço por produto. Ao calcular a percentagem de variação dos preços para cada veículo em cada classe de automóveis é possível formular um mapa de valores para todos os modelos. Nossos dados revelam que preços mais elevados não só indicam mais atributos no produto, mas também um preço mais elevado para cada atributo do produto. Deste modo, tanto o preço quanto os atributos do produto aumentam a taxas semelhantes ao longo da linha de valor justo, mas aquelas empresas com produtos de preço mais alto também possuem um valor de marca mais elevado, resultando em um preço maior por ponto do produto. Mostramos que os automóveis alemães têm apresentado um valor de marca consistentemente maior do que os construtores de automóveis japoneses e norte-americanos

What Type of Relationship Do We Have With Loved Brands?

Purpose – The purpose of this paper is to provide a discussion, testing and comparing two different relationship theories and their underlying scales as applied to brand love. Current brand love studies neglect a detailed discussion and analysis of the appropriate relationship theory and underlying measurement scale to be used. Design/methodology/approach – We use a 2 × 2 experimental design where we compare two relationship theories (interpersonal versus parasocial) across two samples (USA and Japan). Model testing were conducted using exploratory factor analysis, confirmatory factor analysis and multi-group structural equation modeling techniques assessing the type of relationship consumers have with loved brands. Findings – Our results show conceptualizing and measuring “brand love” as a parasocial relationship, as compared to interpersonal relationship, leads overall to equal and, in some instances, better results. For both samples, we get stronger relationships between brand love and purchase intention, as well as for brand love and positive word of mouth (WOM). We also get higher explanation power for dependent variables purchase indentation and WOM. Originality/value – This paper compares different relationship theories and underlying measurement scales and proposes an alternative relationship theory to conceptualize and measure brand love relationships. With the parasocial interaction scale, we provide researchers and practitioners an alternative and very suitable instrument to measure brand love relationships

The CEO Branding Mix

What do Donald Trump, Mark Zuckerberg, Oprah Winfrey, Richard Branson and Jeff Bezos have in common? They are not only CEOs and living icons of the brands they created but also brands themselves. There are many reasons why CEOs today get more attention than in the past. When the media are looking for a business story they often turn to CEOs or founders. Some companies are larger than countries in terms of number of citizens or employees or in revenue. For example, Walmart has about 2.2 million employees, comparable to the population of Qatar, Namibia, or Slovenia, and its revenues are larger than the GDP of Singapore, Denmark, or South-Africa. Like movie stars who signal and generate expectations about the success of a forthcoming movie, so too do CEOs herald company performance expectations to the market and specifically to shareholders. Their personas and personality impact their image and reputation which are tied to their organizations’ reputation

The determinants and measurement of a country brand: the country brand strength index

Purpose: A strong country brand can stimulate exports, attract tourism, investments, and immigration. The purpose of this paper is to construct and present a country brand strength index (CBSI) which assesses the strength of a country brand based on objective secondary data. Design/methodology/approach: By applying a company-based brand equity approach, we present a standardized country brand strength index. Findings: Our results show that the countries with the strongest country brand are smaller, developed countries in Europe. Our proposed index leads to results similar to the widely used Anholt GfK Roper Nation Brand Index (NBI), which measures perceptions of a country brand based on subjective survey data. Countries that are perceived positively (based on the NBI) have a stronger country brand (CBSI) and countries perceived negatively (based on NBI) have a weak country brand (CBSI). The two indexes are highly and significantly correlated, indicating they measure the same phenomena, although they use different approaches, methodologies and data, suggesting that the indexes are complementary and inter-dependent. Practical Implications: To stay competitive in the global economy, countries need to understand how to assess their country brand in order to manage it. With the proposed index, a country can identify its position compared to others. This can assist public and private organizations to develop a more powerful country brand strategy. Originality/value: The proposed index is original in operationalizing the strength of a country brand based on objective secondary data. The proposed index represents an alternative measurement to existing subjective survey-based measurement indexes

A Double Diamond Comparison of the Automotive Industry of China, India, and South Korea

Recently China became the third largest automotive producing country in the world, next to the U.S and Japan. South Korea is the fifth biggest automotive manufacturing country and India has more recently emerged as one of the top ten automotive manufacturing countries. This paper compares industry competitiveness of these three emerging automotive manufacturing countries by using the Double Diamond Model which is based on Porter\u27s Diamond Model. Our results show that the Chinese automotive industry is as competitive as South Korea\u27s factor conditions, demand conditions, related and supporting industries as well as competitive rivalry. By contrast, India is less competitive

Consumer Brand Relationships Landscape

This article sheds light on the current state of research on consumer brand relationships (CBR) and presents two distinct taxonomies, respectively, theoretical frameworks that help to classify CBR research. First, the \u27brand connection matrix\u27 that classifies brand relationships into functional-based (low versus high) and emotional-based (low versus high) connections to brands. This framework leads us with a 2 × 2 matrix consisting of four quadrants, each of which are discussed. Second, the \u27brand feeling matrix\u27 classifies consumer\u27s relationships with brands by grouping them into the strengths of relationships (weak versus strong) and the consumers\u27 feeling toward the brand (positive versus negative). The latter taxonomy leads to another 2 × 2 matrix where each of the four quadrants is discussed. Finally, this article discusses the papers in this special issue and applies the two frameworks by grouping the papers into the corresponding quadrants

The effects of the country of brand and the country of manufacturing of automobiles: An experimental study of consumers\u27 brand personality perceptions

Purpose: This paper offers a new perspective of country of origin effects on consumers’ brand personality perceptions of domestic and imported automobiles. It assesses the perceived similarities and differences between automobiles from two countries with respect to the country of origin of the brand (COB) and the country of manufacturing (COM) of that same brand. Design/methodology/approach: An experimental design was used to investigate developed country consumers’ brand personality perceptions of three cars; a domestic car, a car manufactured in a developing country by a developing country manufacturer, and a car from developing country manufacturer that is manufactured in the developed country. Data was collected in the United States and therefore a U.S. car was used as the developed country car. China was selected as the developing country of origin. A structured questionnaire was used to collect primary data. Findings: Multivariate analysis of variance (MANOVA) indicates that consumers’ brand personality perceptions varied according to the country of origin (COB) of the brand and the country of manufacture (COM) of the brand. We show that the COM of a car influenced the perceived brand personality of the car more than the COB. In some respects the Chinese car made in the U.S. was perceived to have a stronger brand personality than the U.S. car made in China. This suggests that for cars the COM exerts a greater influence on the perceived personality of a brand than the COB. Research limitations/implications: While this paper offers an exploratory glimpse of potential challenges and opportunities facing domestic and developing country automotive manufacturers, future research should take a larger respondent pool, respondents from other countries, other automotive manufacturers as well as assess the impact of COM and COB on purchase intention and behavior. Practical implications: Manufacturers of cars must understand the effect of country of origin and country of manufacturing of a brand on consumers’ brand perceptions in order to build, position and protect their brands in various international markets. Originality/value: This paper provides an important contribution to the existing literature and business practice by providing a new perspective on country of origin research by using the multi-dimensional construct of brand personality and analyzing the relationship between country of origin of a brand and country of manufacturing of that same brand. Moreover, it addressed a timely issue by investigating the challenges and opportunities Chinese and American car manufacturers are facing

Consumer Brand Relationships Research: A Bibliometric Citation Meta-Analysis

This study examines how scholarly research on consumer brand relationships has evolved over the last decades by conducting a bibliometric citation meta-analysis. The bibliography was compiled using the ISI Web of Science database. The literature review includes 392 papers by 685 authors in 101 journals. The area of consumer brand relationships research is notably interdisciplinary, with articles mainly published in journals for business and management, but also applied psychology and communication. We show the impact of universities, authors, journals, and key articles and outline possible future research avenues. The study explores seven sub-research streams and visualizes how articles on consumer brand relationships build on each other using co-citation mapping technique. Based on the results of this analysis we propose an agenda for future research that offers the potential to advance research on the relationships between consumers and brands

A study of visual puffery in fragrance advertising: Is the message sent stronger than the actual scent?

Purpose - This paper investigates visual exaggerations of fragrance advertisements by comparing subjects’ expectations resulting from print ads to their subsequent product evaluations. It then considers whether the actual scents fall short, meet or exceed these expectations. Design/methodology/approach - By means of a semiotic analysis we capture the corresponding literary attributes of the ads to develop adjective pairs describing the meaning of the ads. Interviews are conducted to assess the meaning that consumers draw from the fragrance ads and we supplement these findings by performing a blind olfactory product evaluation of the fragrances. Paired sample t-tests are used to compare subjects’ ad expectations to their subsequent product evaluation of the actual scent. Findings - Our results show that the visual cues and imagery in the fragrance ads appear, under certain conditions, to result in product expectations that exceed actual product evaluations, suggesting the existence of visual puffery. We also found that the more abstract descriptors of the ad resulted in significantly higher expectations, while the more concrete descriptors resulted in significantly lower expectations than the actual product evaluation. Research limitations/implications - A small sample size of homogenous consumers limits the generalizability of the results. No measures of attitude effectiveness were taken. Practical implications - Visual puffery may be effective and help marketers, even in countries where verbal puffery is illegal, to use another means to reach consumers. Originality/value - This paper investigates an under-researched area in advertising. A multi-method approach and primary data are used to assess subjects’ ad expectations of a fragrance and the actual product evaluation and demonstrates the existence of visual puffery