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Assessing Celebrity Endorsement Effects in China: A Consumer-Celebrity Relational Approach
Kineta Hung, Kimmy W. Chan and Caleb H. Tse, Journal of Advertising Research, Vol. 51, No. 4, 2011, pp. 608-623
Celebrity endorsement is a salient executional strategy in China, where national celebrities often endorse more than 20 brands.
Celebrity endorsement is a salient executional strategy in China, where national celebrities often endorse more than 20 brands. This paper adopts a relational perspective to examine this research issue. The relational perspective is driven by three core Chinese cultural values: collectivism, risk aversion, and power distance. The authors propose a model that postulates how celebrity-worship leads to value transfer that, in turn, affects brand purchase intent. Findings from a survey involving 1,030 respondents from a national panel of consumers, showed that consumer celebrity worship is a significant antecedent to endorser effects; over-endorsement by a celebrity is an important moderator; and the model is robust across both sports and entertainment celebrities.
Consumer-based brand equity conceptualisation and measurement: a literature review
George Christodoulides and Leslie de Chernatony, International Journal of Market Research, Vol. 52, No. 1, 2010, pp. 43-66
Although there is a large body of research on brand equity, little in terms of a literature review has been published on this since Feldwick’s (1996) paper.
Although there is a large body of research on brand equity, little in terms of a literature review has been published on this since Feldwick’s (1996) paper. To address this gap, this paper brings together the scattered literature on consumerbased brand equity’s conceptualisation and measurement. Measures of consumerbased brand equity are classified as either direct or indirect. Indirect measures assess consumer-based brand equity through its demonstrable dimensions and are superior from a diagnostic level. The paper concludes with directions for future research and managerial pointers for setting up a brand equity measurement system.
Sustainability as a monetary brand value - A social-psychological and economical frame-work
Stephan Götze, ESOMAR, Congress, Montreux, September 2009
This presentation describes the results of basic research regarding the relation between sustainability and brands in general and the relevance of sustainability for brand equity in particular.
This presentation describes the results of basic research regarding the relation between sustainability and brands in general and the relevance of sustainability for brand equity in particular. The understanding of social comparison processes and the method of conceptualising and measuring attitudes by applying the models of Fishbein and Ajzen, lead to basic findings about the importance of the perception and evaluation of sustainability in the social environment of customers. The psychological impact of a brand, and thereby the impact of sustainability on the purchasing decision, is the basis whereby one calculates the Brand Equity by using a certain formula and so to sustainability as a monetary brand value.
Sustainability, higher margin opportunities & economic crises - Lessons from the global study of premium products
Marco Bevolo, Alex Gofman, Howard R. Moskowitz, ESOMAR, Congress, Montreux, September 2009
The recent economic downturn resulted in the rapid deterioration of the appeal of “classic” luxury propositions and an equally rapid rise in the demand of a new, ethically-driven aspiration, namely the sustainable notion of premium.
The recent economic downturn resulted in the rapid deterioration of the appeal of “classic” luxury propositions and an equally rapid rise in the demand of a new, ethically-driven aspiration, namely the sustainable notion of premium. This presentation combines scientific market research with trend analysis, re-framing and presenting the “algebra of the mind” of potential customers of premium value, with respect to the opportunities in sustainability. The approach is demonstrated by a case study in a project between Philips Design and Moskowitz Jacobs Inc. for Wharton School Publishing. The objective was to discover the properties of high end products and services, and the dynamics of aspiration that result in people’s willingness to buy them, resulting in higher margins for corporations - even in times of crisis.
Energy: igniting brands to drive enterprise value
John Gerzema, Ed Lebar, Michael Sussman and Jason Gaikowski, International Journal of Market Research, Vol. 49, No. 1, 2007, pp. 25-45
BrandAsset® Valuator research has demonstrated that consumer perceptions of ‘Energy’ offer new insight into shifts in market value – adding to the case that brand building is best viewed as a strategic corporate investment.
BrandAsset® Valuator research has demonstrated that consumer perceptions of ‘Energy’ offer new insight into shifts in market value – adding to the case that brand building is best viewed as a strategic corporate investment. This unified metric links marketing performance with financial performance to prepare financial managers and brand managers to make more informed decisions on how to fund and guide marketing efforts to most effectively generate sales, equity and value. Further, the Energy metric can serve as an organising principle for the creative forces found throughout an entire organisation: motivating business units to work collaboratively to bring innovation forward for the benefit of the customer, the brand and the bottom line.
The case for holistic touch-point management - an evidenced, value-based approach to informing brand communications planning
Simon Cole, ESOMAR, Brandmatters Conference, New York, February 2006
This paper outlines a uniquely comprehensive approach to managing the measurement of brand communication effects.
This paper outlines a uniquely comprehensive approach to managing the measurement of brand communication effects. It describes an integrated brand value chain management model and a practical means to isolate the route by which economic brand value is created and secured by the individual touch-points at the marketer's disposal. The Touch-Point Value Management model is an evidenced-based consulting metric, combining existing data, knowledge and learning with original consumer research, thereby ensuring that any extant information asset is maximised and research resource optimised.
In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal
Thomas J. Reynolds and Carol B. Phillips, Journal of Advertising Research, Vol. 45, No. 2, June 2005, pp. 171-186
The elusive notion of brand equity is operationalized in a “share tiering” framework with a combination of multiple constructs: (1) relative barrier or brand price, (2) brand quality perceptions, (3) brand purchase loyalty, and (4) self-report future brand purchase trend.
The elusive notion of brand equity is operationalized in a “share tiering” framework with a combination of multiple constructs: (1) relative barrier or brand price, (2) brand quality perceptions, (3) brand purchase loyalty, and (4) self-report future brand purchase trend. This general measurement framework for “true” brand equity when applied longitudinally permits the evaluation of markerting ROI. Recommended measures for the “share tiering” approach to brand equity measurement are illustrated using the cola category as an example.
Brands, be yourself!
Driss Farissi, ESOMAR, Retail Conference, Budapest, April 2005
This paper demonstrates that branding matters. While this seems to state the obvious, in the context of low involvement categories that are retailer brands strongholds this might be quite provocative.
This paper demonstrates that branding matters. While this seems to state the obvious, in the context of low involvement categories that are retailer brands strongholds this might be quite provocative. In some low involvement categories, retailer brands volume share is not far from reaching 80% in some European countries. Still data show that for premium brands what really matters is their capacity to offer distinctive yet relevant consumer benefits. Evidence for branding power, even in low involvement categories, could be found in research run independently with consumers and shoppers. This paper calls for a shift of focus from blaming categories for being low involvement to blaming our own limitations in terms of capacity to create strong brands, recognizing the category low involvement difficulty. Brands that would be tempted to mimic retailer brands can only push down the involvement level of their categories degrading category value and ultimately allowing historical price players to win even more easily. Leaving the low involvement categories to retailer brands can easily backfire. This will fuel their capacity to enter later on categories that have higher level of involvement.
Quantifying brand experience value
Kazuo Sonobe, ESOMAR, Asia Pacific Conference, Tokyo, March 2005
This paper defines experience value as one of customer benefits, and analyzes its correlation with brand loyalty and its influential factors to perceived quality by quantifying the perceived quality of a brand in which experience value is incorporated.
This paper defines experience value as one of customer benefits, and analyzes its correlation with brand loyalty and its influential factors to perceived quality by quantifying the perceived quality of a brand in which experience value is incorporated. Based on evaluation data, collected on 500 well-known brands from the retail/service industry having stores in Japan, experience value indices are calculated. Regression analysis is then applied in order to examine if the experience value indices have correlation to brand loyalty.
Brand logic: a business case for communications
Lawrence McNaughton and James R. Gregory, Journal of Advertising Research, Vol. 44, No. 3, September 2004, pp. 232-236
The goal of corporate leadership at any publicly traded company is to protect and improve the equity of the company.
The goal of corporate leadership at any publicly traded company is to protect and improve the equity of the company. With this goal in mind, communicators interested in elevating the role of communications and assessing return on investment must begin to speak the language of corporate leadership--increased efficiencies created and equity gained--with respect to their brand-building efforts. CoreBrand has tapped into its 14-year study and evolving understanding of brand ROI and developed a new measure of brand equity that assesses the exact amount of market capitalization attributable to the corporate brand. These measures change brand-building--and related communication activities such as advertising and public relations--from intuitively positive efforts to an absolute fundamental of business with measurable impact on stock price: replacing all intuition with fact.
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