Others capture phenomena wholly unique to the branding area. , Boksem Maarten, Smidts Ale (, Chang Coupland
Copyright 2023 Journal of Consumer Research Inc. Hartline, Michael D. and O. C. Ferrell (1996), The Management of Customer-Contact Service Employees: An Empirical Investigation, Journal of Marketing, 60 (4), 5270. (2001), Resource-based theories of competitive advantage: A ten-year retrospective on the resource-based view, Journal of Management, 27 (6), 643650. . Consumer research in branding is expansive in nature and has investigated a wide range of topics in terms of how different kinds of consumers respond to different types of brands and branding activities in various contexts (Schmitt 2012). Samu, Sridhar, H. Shanker Krishnan, and Robert E. Smith (1999), Using Advertising Alliances for New Product Introduction, Interactions between Product Complementarity and Promotional Strategies, Journal of Marketing 63, 5774. (2011). Rao, Akshay R. and Robert W. Rueckert (1994), Brand Alliances as Signals of Product Quality, Sloan Management Review 36, 8797. In its most crude form, gamification refers to applying game mechanics to non-game activities and contexts and is primarily used in motivation and engagement (Hamari & Koivisto, 2014 ). Extending that metaphor, it is important that marketers skillfully combine a full range of research methods to be able to appreciate the colors, vividness, and texture of the mental images and structures they are creating. Rao, Akshay R., Lu Qu, and Robert W. Rueckert (1999), Signaling Unobserveable Product Quality Through a Brand Ally, Journal of Marketing Research 36, 258268. Yet, with more than 100 scholarly papers published on the concept to date, it has developed into a fragmented area of research with a diversity of definitions and conceptual boundaries. Google Scholar. The effect does not occur (a) when the crowding environment is composed of familiar people (and, therefore, is not considered aversive); (b) when individuals have an interdependent self-construal (and consequently, high tolerance for crowdedness); (c) when people are accompanied by friends in the crowded environment; (d) when the social function of the brands is made salient; (e) when people have never used the brand before; or (f) when the brand is referred to as a general product rather than a specific brand. Keller, Kevin Lane and David A. Aaker (1992), The Effects of Sequential Introduction of Brand Extensions, Journal of Marketing Research 29, 3550. Despite substantive contributions over the last 25 years, many areas of brand authenticity remain underexplored. This is attributed to its practical business implications and being a strong predictor of many favourable organizational outcomes. In a desire to connect with home and not feel as distinctive, consumers broaden how they actually think of home. By expanding their in-group boundaries in that way, they exhibit preferences to include culturally related brands that are merely similar in geographic proximity or sociohistorical or cultural roots. This study aims to develop an ethical branding framework that determines whether a corporate brand's functional and emotional values, that is, product, service quality, and perceived price (antecedents), influence ethical branding and, consequently, company reputation and brand loyalty (consequences) among industrial buyers of electronic office equipment in Malaysia. The employer brand refers to "the package of functional, economic and psychological benefits provided by employment and identified with the employing company" (Ambler and Barrow, 1996, p. 187),. Schmalenbach Bus Rev 60, 359377 (2008). Mandler, George (1982), The Structure of Value: Accounting for Taste, in Margaret S. Clark and Susan T. Fiske (eds. Manjit S.
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Compass: These are complex phenomena that will require new theoretical development as well as the careful adaption of concepts from consumer psychology originally developed with humans. The author thanks the editors for the opportunity to write this research curation and for their helpful feedback. John, Deborah Roedder, Barbara Loken, and Christopher Joiner (1998), The Negative Impact of Extensions, Can Flagship Products Be Diluted? Finally, more generally, this research underscores the contingent nature of consumer processing of brands and the need to thoroughly investigate moderator variables that can impact the direction and strength of branding effects in meaningful ways. , Loken Barbara, Kim Kyeongheui, Monga Alokparna Basu (, Keller
For each theme, we provide some background and highlight the findings of two recent JCR articles, one of which we describe in more detail in the form of its abstract and discussion of its future research implications. Gupta, Anil K. and V. Govindarajan (1984), Business Unit Strategy, Managerial Characteristics, and Business Unit Effectiveness at Strategy Implementation, Academy of Management Journal, 27 (1), 2541. , Geuens Maggie, De Pelsmacker Patrick (, Preece
(1989), Strategy Implementation: An Experience in Learning, Organizational Dynamics, 18 (2), 515. New York: The Free Press. Our conceptualization argues that because oral communication involves a greater focus on social interaction with the communication recipient than does written communication, oral communicators are more likely to express self-related thoughts than are writers, thereby increasing their self-brand connection (SBC). For permissions, please e-mail: journals.permissions@oup.com, This article is published and distributed under the terms of the Oxford University Press, Standard Journals Publication Model (, Dominated Cosmopolitanism: Consumer Habitus Dynamics among Low-Resource Migrants, Intel Inside: The Linguistic Properties of Effective Slogans, Want versus Need: How Linguistic Framing Influences Responses to Crowdfunding Appeals, Cross-Period Impatience: Subjective Financial Periods Explain Time-Inconsistent Choices, CONSUMER RELEVANCE AND DISTINCTIVENESS IN BRANDING, https://academic.oup.com/journals/pages/open_access/funder_policies/chorus/standard_publication_model, Receive exclusive offers and updates from Oxford Academic. (PDF) Brand and Branding - ResearchGate Francisco
, Fitzsimons Grinne M., Chartrand Tanya L., Fitzsimons Gavan J. Miles, Sandra Jeanquart and Glynn Mangold (2004), A Conceptualization of the Employee Branding Process, Journal of Relationship Marketing, 3 (2/3), 6587. H.-Y. A number of questions can be posed, such as: What are the most important types of brand feelings and emotions? What are the accepted standards for sustainability, community involvement, and social impact? Effective Brand Strategy Implementation: Review of Literature and Avenues for Future Research. Against this background, this paper reviews relevant literature on brand strategy implementation and introduces a theoretical framework and propositions for future research. Desai, Kalpesh Kaushik and Kevin Lane Keller (2002), The Effects of Ingredient Branding Strategies on Host Brand Extendibility, Journal of Marketing 66, 7393. Yet marketers today arguably need to stay closer than ever to consumers, underscoring the need to develop new methods and evolve existing ones to gain critical insights into consumers and brands. Case in point: Fortune, Glassdoor and Forbes all ranked Google number one in their respective 'Best Employers' and 'Best Companies to Work for' lists in 2015. Yet, in todays data-rich world, both brands and consumers can be too easily reduced to online and offline statistical footprints. Argyris, Chris (1994), Good Communication That Blocks Learning, Harvard Business Review, 72 (4), 7785. Noble, Charles H. (1999), The Eclectic Roots of Strategy Implementation Research, Journal of Business Research, 45 (2), 119134. Stock-Homburg, Ruth (2008), Die Rolle des marktorientierten Personalmanagements im Rahmen der Umsetzung marktorientierter Strategien: Eine empirische Untersuchung, Schmalenbachs Zeitschrift fr betriebswirtschaftliche Forschung, 60, 124152. New York: The Free Press. Get The Marketing Ideas Board delivered to your inbox each week. (2002), Gaining and sustaining competitive advantage. It is incumbent upon consumer researchers to breathe life into branding to ensure that consumer psychology as applied to branding is undeniable in its importance and essential to marketers everywhere. Moreover, the results show a damaging backlash effect of out-of-category imitation on the general evaluation of the imitated brand and on its key perceived product attributes.