The Smirnoff brand began with a vodka distillery founded in Moscow by Pyotr Arsenievich Smirnov It has more than 10 products which are in world top most selling liquor brand.
Masculine and feminine brands elicited more favorable associations compared to undifferentiated brands. Finally, masculine and feminine brands enjoyed higher choice shares compared to undifferentiated and androgynous brands.
This finding is in line with higher levels of brand equity observed for masculine and feminine brands in Studies 1 and 2, and suggests that ease of categorization accounts for these effects. In Study 3, associations served as a proxy for brand equity. Furthermore, the number of brand associations significantly relates to brand equity Chen, ; Keller, suggesting the appropriateness of the adopted approach.
Study 1 involved a large sample of consumers and brands, and demonstrates that brands associated with high levels of masculinity and femininity command higher equity than do undifferentiated Psychology and Marketing LIEVEN ET AL.
Brand androgyny high levels of both masculinity and femininity was negatively related to brand equity. Study 2 replicated the findings regarding brand gender effects Marlboro cbbe model brand equity in a regression model that also included other brand personality dimensions i.
In this model, brand gender uniquely and significantly contributed to brand equity ratings, indicating that brand gender is an important extension of established brand personality models. This research then proceeded to explore an underlying mechanism of the relationship between brand gender and brand equity.
More specifically, Study 3 focused on ease of categorization as a theoretical mechanism. Results support the hypothesis that strongly sex-typed cues are more easily categorized and evoke more positive consumer responses than less sex-typed cues. In addition, masculine and feminine brands were consistently categorized based on gender, and overall generated more positive associations and greater choice share compared to less clearly gender-positioned brands.
From a theoretical perspective, this article extends the literature on brand personality e.
This research further investigates the psychological process that drives the positive effect of brand gender on consumer responses and finds support for an ease of categorization account. Results suggest that brand gender influences brand equity because it is easy for consumers to categorize sex-typed i.
This ease of categorization of sex-typed brands, in turn, triggers more positive responses to highly masculine or highly feminine brands. Undifferentiated and androgynous brands, which are more difficult to categorize due to more ambiguous gender positioning, cannot command superior choice shares or brand equity.
The greater number and variety of brands considered herein differentiates this research from prior studies on brand gender that found a moderating effect of sex or sex role identity on consumer responses to gendered brands: Studies 1 and 3 were based on large sets of brands up to in various product categories e.
This possibility raises interesting questions for future research into brand gender effects. Future research might also address how brand equity is affected by brand extensions that are inconsistent with brand gender of the parent brand.
Results of the current research suggests that a dilution of gender associations of the parent brand due to inconsistent brand extensions have the potential to harm brand equity. For managerial practice, this research suggests that instilling a brand with a masculine or feminine brand personality increases consumer-based brand equity.
Managers who wish to create a new brand with a masculine or feminine profile can use the results of this research to focus their efforts.
Clear positioning of a brand in terms of masculinity or femininity was associated with higher brand equity in this research. It is important to note that a positive impact of brand gender on brand equity can be expected for clearly masculine or feminine brands, while androgynous brands i.
|The Top Brands « andmysteries||Building Customer-Based Brand Equity:|
|Samenvatting Strategic Brand Management (Keller) part 1||It changes textures and adds new objects to do just that. I want to give the Commonwealth a little taste of the Netherlands.|
Results of this research indicate that androgynous brands may be less successful because consumers face a greater challenge in categorizing less clearly sex-typed brands. Measuring brand equity across products and markets. California Management Review, 38, — Consumer evaluations of brand extensions.
Journal of Marketing, 54, 27— Dimensions of brand personality. Journal of Marketing Research, 34, — Testing and interpreting interaction.
Revenue premium as an outcome measure of brand equity. Journal of Marketing, 67, 1— Do brand personality scales really measure brand personality?
Brand Management, 11, — International Journal of Research in Marketing, 10, 93— BRANDING MANAGEMENT CUSTOMER BASED BRAND EQUITY FOR PRODUCT: PRACHUTE COCONUT OIL CUSTOMER BASED BRAND EQUITY MODEL Customer-based brand equity (CBBE) is a way of assessing the value of a brand in customers' timberdesignmag.comng can increase profitability in large and small-scale businesses by filling in gaps in customers' knowledge and by offering assurances.
– The unprecedented increase in brand development among one of the fastest‐growing consumer markets, the new generation of Chinese consumers, compels a greater understanding of the psychological factors that were largely stereotyped to be collective and homogeneous. lever CBBE metrics. Keywords Social media marketing, Facebook, Social networking sites, Additionally, social media brand communication may vary in terms of strategy adopted by ..
hence, it works as a voluntary and deliberate action. Brand Equity model (Brandt and Johnson, "Brand equity is the unique set of real and/or perceived distinctions attached to a brand by customers. Brand equity lives only in the hearts and minds of customers.
Bu Pin'i ve daha fazlasını Duygu Korhan Ulkumen tarafından oluşturulan Brand Equity panosunda bulabilirsiniz. Marlboro Bronco Cigarette Display Case. Also includes a Marlboro topper, price decals and 2 keys for locking the door. This is a clear plastic display case with slide out shelves.
Qualitative research techniques: identify possible brand associations & sources of brand equity o Ex. Marlboro, Maxwell o Brand is better known that known; too much knowledge is becoming a dangerous thing Relationships to the CBBE model Noteworthy aspects of CBBE Model.