Journal of Brand Management
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Chasing the Holy Grail: A critical appraisal of ‘the brand’ and the brand valuation debate
Journal of Brand Management - Tập 5 - Trang 227-244 - 1998
This paper integrates a number of disparate research streams which collectively confront the notion that brands can be valued in any meaningful sense. This is not to say that brands are unimportant or that the development of brand management competencies is a waste of resource. On the contrary, in a complex and turbulent marketing environment, a powerful brand, built upon customer trust and repeat......
The brand manager as practical author. An empirical study of the co-creation of a CSR-based brand
Journal of Brand Management - Tập 29 - Trang 584-597 - 2022
This study focuses on the communicative constitution of a CSR-based brand as we explore how employees’ communicative labour is used by brand management to constitute CSR as an embedded part of the corporate brand. We employ a “communication as constitutive of brands” (CCB) approach that conceptualizes brand as a discursive brand space, and we draw attention to the way in which brand meaning is co-......
Brand mythology
Journal of Brand Management - Tập 7 - Trang 405-411 - 2000
The world has too many good products, marketed too well. ‘The gentle art of persuasion’ has become a commodity. Creative excellence, honesty and new product development no longer provide the basis for sustained competitive advantage. Instead marketing needs to be re-invented as ‘the gentle art of mattering’. To matter is to play a unique developmental role in the life of a consumer. This developme......
Internal brand management: introduction to the special issue and directions for future research
Journal of Brand Management - Tập 25 - Trang 197-201 - 2018
This special issue of the Journal of Brand Management has been developed in consideration of the existing gap between the relevance of and research attention to internal brand management (IBM). Despite its relevance, research dealing with brand management in the context of internal stakeholders is still limited. Therefore, we identify five directions for future research after an introduction to th......
The effect of evaluation criteria on design attributes and brand equity in the product evaluation process
Journal of Brand Management - - 2008
This study investigates the influence of design attributes on the importance of brand information in the product evaluation process by consumers. We examine how providing evaluation criteria of design influences consumers’ product evaluation concerning quality and brand equity. The results show that the presence of a predictive design attribute can lead to a reduction in the influence of brand nam......
‘Cuộc sống sẽ dễ dàng hơn rất nhiều nếu chúng tôi là một viên Kit Kat’: Quan điểm của các chuyên gia về thách thức trong việc xây dựng thương hiệu dịch vụ tài chính một cách thành công Dịch bởi AI
Journal of Brand Management - Tập 12 - Trang 12-30 - 2004
Có giả thuyết rằng thương hiệu đóng một vai trò quan trọng trong tiếp thị dịch vụ bằng cách phân biệt các sản phẩm chủ yếu là vô hình và cung cấp một ‘điểm tựa mối quan hệ’ tập trung vào cả nỗ lực tiếp thị bên ngoài và bên trong. Các lập luận như vậy cũng đã được áp dụng cụ thể cho dịch vụ tài chính. Hơn nữa, có giả thuyết rằng việc xây dựng thương hiệu dịch vụ tài chính thành công đặt ra những th......
#Thương hiệu #dịch vụ tài chính #tiếp thị #khác biệt hóa #chuyên gia tiếp thị
Transforming a social media influencer’s influential power to followers’ word of mouth and purchase intention: the role of brand attachment, brand credibility, and parasocial relationship
Journal of Brand Management - - Trang 1-15 - 2024
With the rise of influencer marketing, companies and brands are increasingly cooperating with social media influencers as another important promotion tool. In this context, it is important to understand the followers’ perspective on how the influential power of the influencer transforms into their brand perception and actions toward the brand. This study explains the effects of perceived influence......
Storytelling in advertisements: understanding the effect of humor and drama on the attitude toward brands
Journal of Brand Management - Tập 29 - Trang 341-362 - 2022
Storytelling in advertisements has always been recognized as a potent and effective means of branding. However, the core elements of a story that translate to positive consumer attitudes are not fully understood. This study aims at understanding the attitudes of consumers toward storytelling video advertisements that contain humor and drama as their principal elements and how they translate to bra......
IMPACT: A management judgment tool to predict the effectiveness of corporate advertising campaigns
Journal of Brand Management - Tập 11 - Trang 22-33 - 2003
This paper develops a management judgment tool to predict the effectiveness of a corporate advertising campaign (CAC). With this instrument, IMPACT, the effectiveness of CACs can be predicted by obtaining the reactions of internal stakeholders of a company towards the campaign. Using the instrument, CACs will be assessed on three criteria: creativity, professionalism and consistency. The explorato......
How brands can change the world
Journal of Brand Management - Tập 10 - Trang 370-377 - 2003
Corporate social responsibility (CSR) is the buzz-word of the business elite — but it is too often prompted by a defensive, reactive approach: responding to criticism rather than celebrating and harnessing what is good about business for social ends. So while it is important for brands to behave responsibly, they should not expect much commercial return — or social impact — from traditional CSR ac......
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