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Brand communities for mainstream brands: the example of the Yamaha R1 brand community

Felix, Reto - In: Journal of Consumer Marketing 29 (2012) 3, pp. 225-232

the context of a brand community dedicated to a mainstream Japanese motorcycle brand. Design/methodology/approach – A … product. These findings are reproduced on the brand level, where members of the brand community present a more differentiated …‐company‐run online communities such as the Yamaha R1 forum bear the risk of community members transmitting brand information in a way not …

Persistent link: https://www.econbiz.de/10014848957

Brand trust in an age without trust: expert opinions

Lantieri, Tara; Chiagouris, Larry - In: Journal of Consumer Marketing 26 (2009) 2, pp. 78-86

Purpose – The purpose of this paper is to identify the influences of mistrust and recommend actions that managers can take to insulate their brands in a climate of mistrust. Design/methodology/approach – Brand trust has been studied extensively on a micro level to assess a wide variety of...

Persistent link: https://www.econbiz.de/10014848712

The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams

Giroux, Marilyn; Pons, Frank; Maltese, Lionel - In: International Journal of Sports Marketing and Sponsorship 18 (2017) 2, pp. 180-195

Purpose In the highly saturated sports industry where sport teams represent a complex offering loaded with intangible and tangible attributes, it is important to implement appropriate marketing strategies that will ultimately contribute to the development of strong brand equity. In this paper,...

Persistent link: https://www.econbiz.de/10014811359

Customer-based brand equity and human resource management image

Anselmsson, Johan; Bondesson, Niklas; Melin, Frans - In: European Journal of Marketing 50 (2016) 7/8, pp. 1185-1208

Purpose The purpose of this study is to investigate the relationship between an organization’s human resource management (HRM) image and its customer-based brand equity. Research into HRM in relation to branding has mostly dealt with how to attract and maintain employees through employer...

Persistent link: https://www.econbiz.de/10014723591

Understanding consumer mistrust

In: Strategic Direction 25 (2009) 9, pp. 23-25

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...

Persistent link: https://www.econbiz.de/10015010427

Understanding brand equity for successful brand extension

Pitta, Dennis A.; Prevel Katsanis, Lea - In: Journal of Consumer Marketing 12 (1995) 4, pp. 51-64

The turbulent 1990s typified by increased product development and marketing costs as well as increasing international competition, focussed marketing managers on cost‐saving tactics to increase competitiveness. One of the most important effects was to make brand extensions more compelling and...

Persistent link: https://www.econbiz.de/10014849127

Consumer responses to brand extensions: a comprehensive model

Martínez, Eva; Pina, José M. - In: European Journal of Marketing 44 (2010) 7/8, pp. 1182-1205

Purpose – This paper aims to understand the reciprocal spill‐over effects of brand extensions by testing a comprehensive model that gathers both the brand extension evaluation process and the later influence on brand image. Design/methodology/approach – Data were obtained from 699...

Persistent link: https://www.econbiz.de/10014722675

Managing brand equity: a look at the impact of attributes

Myers, Chris A. - In: Journal of Product & Brand Management 12 (2003) 1, pp. 39-51

Brand equity continues to be one of the critical areas for marketing management. This study explores some of the consequences attributes may have on brand equity such as the bias on consumer preference. For comparative purposes, a longitudinal study is conducted on the high involvement soft...

Persistent link: https://www.econbiz.de/10014895753

Managing brands and customer engagement in online brand communities

Wirtz, Jochen; den Ambtman, Anouk; Bloemer, Josée; … - In: Journal of Service Management 24 (2013) 3, pp. 223-244

Purpose – Given the dramatic technology‐led changes that continue to take place in the marketplace, researchers and practitioners alike are keen to understand the emergence and implications of online brand communities (OBCs). The purpose of this paper is to explore OBCs from both consumer...

Persistent link: https://www.econbiz.de/10014894455

Does brand trust matter to brand equity?

Delgado‐Ballester, Elena; Luis Munuera‐Alemán, José - In: Journal of Product & Brand Management 14 (2005) 3, pp. 187-196

Purpose – The most recent literature on competitive advantage views brand equity as a relational market‐based asset because it arises from the relationships that consumers have with brands. Given the fact that trust is viewed as the corner‐stone, as well as one of the most desirable...

Persistent link: https://www.econbiz.de/10014895849

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