Article evaluation on managing brand
Their findings illustrate the evolution of the concept as well as the various research methodologies applied throughout the period.
Several scholars e. Notes Acknowledgements The author would like to thank the fellow co-editors of the JBM Tim Oliver Brexendorf and Joachim Kernstock for their joint stewardship of Volume 23 and feedback on this end-of-year review. Further research is also called for in regards to testing the influence of place branding in developing key clusters in a comprehensive quantitative model, and further studies are needed to compare Dubai with other competing destinations. Google Scholar Balmer, J. Kamboj and Rahman further examine participation in the context of social media-based brand communities. In some cases, people are unwilling to state their actual thoughts and preferences through verbal or written self-reports [ 12 , 13 ]. The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript. Johnson et al, Marketing store brands and manufacturer brands: role of referent and expert power in merchandising decisions Chimhundu, Cross-category indulgence: why do some premium brands grow during recession? Future research possibilities include the use of quantitative analysis to compare and contrast a larger sample of online brand communities and measuring the strength of brand associations generated in online brand communities to better understand which association is stronger or more salient. Intangible assets are brand assets that do not have a physical substance but are valuable -- a trademarked logo, for example. Cobb-Walgren et al, ; Yoo and Donthu, have theorized brand equity similar to Aaker Journal of Brand Management, 16 8 , — Thus, one focus of this study was the comparison of evaluations of copycat brand names similar to the leading brand and normal brand names dissimilar to the leading brand.
Previous studies on copycat brands have mainly relied on self-reporting measurement scales [ 56 ]. Nevertheless, completely opposing viewpoints have also been reported regarding copycat brand evaluation for its giving rise to negative feelings because of counterfeiting motivies [ 8 ].
Seven additional themes within the Volume are identified: ii Brand engagement, iii Brand orientation, iv Brand counterfeiting and protection, v Online and digital branding, vi Brand and product naming, vii City branding, and viii branding in Higher Education.
Article evaluation on managing brand
Heinze and colleagues demonstrated that the N component could be deemed as an index of category membership, and typical exemplars of a category yielded smaller N amplitudes than atypical entities [ 21 ]. It also highlights the importance of chosen media and message via Website and mobile applications, through owned online and mobile content. Future research possibilities include the use of quantitative analysis to compare and contrast a larger sample of online brand communities and measuring the strength of brand associations generated in online brand communities to better understand which association is stronger or more salient. Future research avenues include the application of the model in cross-cultural contexts; need for a dedicated focus on Fast-Moving Consumer Goods FMCG ; use of alternative research designs to target either a more purposeful or generalisable population; consideration of which specific behaviours are motivated by high levels of customer brand engagement; and the worth of these behaviours for the brand. Journal of Brand Management, 20 1 , 1— Youngbum Kwon presented a three dimension model based on King and Grace , and Aaker research. The findings offer important implications for measurement theory, as well as for managers in terms of pricing and brand positioning, plus a number of useful research avenues are established. In addition, we supposed that LPC amplitude would be smaller in the copycat brand condition than in the normal brand condition when the product category was a far product, because the copycat brand here could not arouse the retrieval of the imitated leading brand and might be looked as an unknown new brand, which mean it could more hardly active the memory recollection process than a normal brand. Brand protection is further considered in the Volume by Wilson et al , with their findings outlining several common responses by organisations to product counterfeiting including the following: establishing a brand protection unit; use of targeted investigative actions, trademark registration with customs, seizures, and physical and virtual monitoring strategies; and use of multiple measures to assess prevalence and impact. Their findings illustrate the evolution of the concept as well as the various research methodologies applied throughout the period. De Vries, N. Many definitions of brand equity exist table 1. Performing an objective evaluation allows you to view it as a potential investor would and provides you with an opportunity to correct any problems you might find. Using self-reported measurements, people may not be able to fully articulate their preferences when asked to express themselves explicitly, and furthermore, consumers often have hidden feelings in the brain regarding their true preferences [ 11 ]. For instance, Wang et al.
The findings will help e-marketers in relation to the importance of participation behaviour for developing brand loyalty via online communities on social media.
Over the past two decades, a great deal of research has addressed various aspects of brand equity; brand equity is generally accepted as a critical success factor to differentiate companies and service providers from its competitors.
Most brands require a long time and significant efforts to build. Consumer-based brand equity can be best formulated as a construct caused by brand-related associations in which the effect of brand-related associations is concentrated.
based on 40 review