Brand Image (brand + image)

Distribution by Scientific Domains


Selected Abstracts


A strategy to communicate corporate social responsibility: cause related marketing and its dark side

CORPORATE SOCIAL RESPONSIBILITY AND ENVIRONMENTAL MANAGEMENT, Issue 1 2009
Ilaria Baghi
Abstract Cause related marketing (CRM) is a strategy that aims to communicate a company's striving for corporate social responsibility and to improve brand image. A strategy to increase consumers' emotional involvement toward a product,cause association is to describe the cause in vivid terms. In two experiments we investigated how vivid messages might increase the effectiveness of CRM strategy. We sought to demonstrate that a vivid description of the cause could influence consumers' preferences and trust in the effective use of money collected by selling the product. Experiment 1 results showed that individuals prefer products associated with a vivid message of the social cause rather than products associated with a pallid message. Experiment 2 results suggested that vivid messages induce more positive affective reactions and a higher trust in the effective use of money than pallid ones. In the final section, the implications of CRM for corporate social responsibility are discussed. Copyright © 2008 John Wiley & Sons, Ltd and ERP Environment. [source]


Positively negative: the impact of negativity upon the political consumer

INTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 4 2008
Jenny LloydArticle first published online: 15 OCT 200
For years there has been an ongoing debate as to the role and impact that ,marketing' has had on politics. Yet, it is the case that many of the concepts associated with the field of marketing have real relevance and have, in fact, been employed within the field of political campaigning for many decades. This is an empirical paper that focuses upon the concept of political brands and the impact that current trends in campaign strategy, and in particular the growth and continued use of negative campaigning, have upon them. Using a constructivist grounded theory approach, the implications associated with such activity are examined and, in particular, its effect upon the consumer/brand relationship. Within the consideration of the results, it becomes clear that political brands' use of negative campaigning is somewhat shortsighted; offering short-term gains but at the cost of long-term damage not only to their brand image but also to the wider democratic system as it stands. In a search for political ,brands' that more effectively meet their needs, there appears a tendency for political consumers to now look outside of the conventional political sector. The emergent concept of the ,negative brand' is explored together with the implications for political consumers, political brands and the wider field of conventional party politics. Copyright © 2007 John Wiley & Sons, Ltd. [source]


Extending the brand image on new products: the facilitative effect of happy mood states

JOURNAL OF CONSUMER BEHAVIOUR, Issue 1 2007
Rainer Greifeneder
Investigates the influence of mood and brand favorability on the evaluation of brand extensions. It is argued that affective states have an impact on the likelihood that the evaluation of a new product is based on the implications of the brand rather than on the implications of the features of the new product. Specifically, participants reported more positive evaluations of a new product when it was introduced by a positive rather than a negative brand , and this differential impact of category information was more pronounced for participants in a positive compared to a neutral or a negative mood. Copyright © 2007 John Wiley & Sons, Ltd. [source]


Building consumer,brand relationship: A cross-cultural experiential view

PSYCHOLOGY & MARKETING, Issue 11 2006
Pao-Long Chang
This research aims to develop a framework of consumer,brand relationship by taking an experiential view. In this article, the authors report a cross-cultural comparative study that was conducted on a sample of real consumers at coffee chain stores in Shanghai, China, and Taipei, Taiwan. The findings reveal that individual as well as shared experiences work through brand association, brand personality, brand attitude, and brand image to shape a consumer,brand relationship. © 2006 Wiley Periodicals, Inc. [source]


Exploring consumer knowledge structures using associative network analysis

PSYCHOLOGY & MARKETING, Issue 4 2010
Thorsten A. Teichert
This paper offers a new perspective on consumer knowledge analysis that combines Human Associative Memory (HAM) models from cognitive psychology with network analytic approaches in order to gain deeper insights into consumers" mental representations, such as brand images. An illustrative case study compares the associative networks of a manufacturer brand with a retail brand and is used to demonstrate the application and interpretation of various network measures. Network analysis is conducted on three levels: Node-level analysis yields insights about salient brand image components that can be affected through short-term marketing activities. Group-level analysis is concerned with brand image dimensions that characterize a brand and can be strategically influenced in the medium term. Finally, network-level analysis examines the network structure as a whole, drawing parallels to brand imagery, which needs to be managed over the long term. Management implications are derived and suggestions for further research are provided. © 2010 Wiley Periodicals, Inc. [source]