Research:
Brands as a Mean of Consumer Self-expression and Desired Personal Lifestyle (Munteanu Claudiu Cătălin, Pagalea Andreea, 2013):
‘Lifestyle has a great impact on consumer behaviour and brand preferences. Very often, consumers tend to choose brands that are considered “appropriate” for their self-image. Accordingly, companies will try to position their brands in order to fit into consumers’ lifestyle. In addition to expressing their identity through the everyday choices they make, consumers will often seek new ways in which they can express their personal identity. As a result, consumers can use brands as a relevant mean of self- expression and also as a lifestyle “beacon”. The purpose of this article is to examine the role of brands in this circumstances and to highlight the possible implications.’
Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding (Chernev et al 2011):
‘The idea that consumers use brands to express their identities has led many companies to reposition their products from focusing on functional attributes to focusing on how they fit into a consumer's lifestyle. This repositioning is welcomed by managers who believe that by positioning their brands as means for self-expression, they are less likely to go head-to-head with their direct competitors.’
Book Reference (author, year of publish, page) e.g. “Jones, 2015 pt.1”
Relevant Key Points in Summary (use bullet points)
Additional Information
Brands as a Mean of
Consumer Self-expression
and Desired Personal Lifestyle
(Munteanu Claudiu Cătălin, Pagalea
Andreea, 2013)
Examines the role of brands in influencing a customer.
Consumers use brands as a means of self expression,
so companies try to get a brand to fit a particular lifestyle.
https://ac.els-cdn.com/S1877042813050593/
1-s2.0-S1877042813050593-main.pdf?_tid=aa
78e15a-94c5-4c24-bb74-82e4cfe69679&acdnat=
1549210251_305f3d5685ec7a2b33dacd75d6e6c6ac
Keller and Lehmann (2004) -
Brands and Branding. Research
findings and future priorities.
Acknowledging the different elements involved within
brands, relationships between customer and company.
As well as overall appearance of company to wider audience,
not just those who buy from company.
The hidden persuaders, Vance Packard
Psychological approach to why we consume what we do.
Suggests we are not self guiding in our choices, but have
been manipulated by large companies.
Depth approach, companies using out unconscious mental
processes against us. ‘We annoy them with out seemingly
senseless quirks, but please them in our growing docility in
responding to their manipulation’
(post war era)
http://www.ditext.com/packard/persuaders.pdf
Competing for Consumer Identity:
Limits to Self-Expression and the
Perils of Lifestyle Branding (Chernev et al 2011)
Belief that the repositioning of a brand to fit consumer lifestyle
reduces head to head competition with other brands.
Also argues to dispute this.
https://www.jstor.org/stable/pdf/41228597.pdf?casa
_token=CWbU1XP3vpAAAAAA:vFeUNCCEZza1xe
60pIgPiBd4ooRqg-fuXo9Sl0-xZW7Q6iRKHozGZl61
4FZizQMg_zoNAcvfsiRfR4DQliEa0DIeuj4BE2v-s0y
eLg8pH8r2S9Q11RE
Consumer-brand relationship:
Foundation and state-of-the-art
(Sandra Maria Correia Loureiro 2012)
Provides suggestions of other articles, as well as overviews
onto topics such as brand loyalty, brand satisfaction, brand
love etc. pages 7-10
‘The studies on consumer behavior and attitude are based on
theories of social identity and organizational identification.
Bhattacharya and Sen (2003) propose that strong consumer-
company relationships often result from the consumers'
identification with those companies. Aaker et al. (2004) report
findings from a longitudinal field experiment examining the
evolution of consumer-brand relationships. Aggarwal (2004)
alludes that consumers use norms of interpersonal relationships
as a guide in their brand assessments when they form
relationships with the brands. Therefore, two relationship
types are examined: exchange relationships (benefits are
given to others to get something back) and communal
relationships (benefits are given to show concern for other's needs).’
file:///C:/Users/Evie/Downloads/Consumerbrandrela
tionshipfoundationandstateofartchapterSL_2april_.pdf
Consumer-Company Identification:
A Framework for Understanding
Consumers' Relationships with Companies
Bhattacharya and Sen (2003)
‘suggest that identification-based consumer--company
relationships cannot be unilaterally imposed by companies;
they must be sought out by consumers in their quest for
self- definitional need fulfillment’
‘In this article, the authors try to determine why and under
what conditions consumers enter into strong, committed,
and meaningful relationships with certain companies,
becoming champions of these companies and their products.
Drawing on theories of social identity and organisational
identification, the authors propose that strong consumer-company
relationships often result from consumers' identification with those
companies, which helps them satisfy one or more important
self-definitional needs.’
https://www.jstor.org/stable/pdf/30040524.pdf?refre
qid=excelsior%3Aaa44c6bf7cf78a8a268b495806a82193
Brand Loyalty in the U.K.
Sportswear Market. John Dawes (2009)
Nike as sports branding, example of successful brand loyalty.
http://johndawes.info/wp-content/
uploads/2016/06/Brand-Loy-sports.pdf
Website stating:
States that Nike uses emotional branding
Examples the ‘no limits’ campaign as a way to make the
average joe feel like they can be an olympic athlete
https://commitagency.com/2017/06/10/
emotional-branding/
Article with quote:
‘Nike, like all the modern multinationals, is not a company,
but an idea. An idea represented by a brand. It is an
intangible entity, an abstract message, and an enormous
advertising machine... And because it is so intangible,
what really counts is how people perceive Nike. Its profits
depend on its popularity, its success depends on the image
that people have of it, not on the quality of the products it sells.’
-
References [1] Valentina Tanni and Domenico Quaranta,
“0100101110101101.ORG - Nike Ground”, in Exibart,
April 27, 2004,
http://www.uebermorgen.com/publication
s/MESH_Quaranta_2006/Mesh19-DomenicoQuaranta.pdf
Details on Nike’s branding,
explaisn the use of emotional
branding as well as employing sports stars
to be part of their brand, as well as use of emotional advertising.
- Suvi Anttonen Branding a lifestyle (2015)
(Helsinki Metropolia University of Applied
Sciences Bachelor of Business Administration
International Business and Logistics Bachelor´s Thesis)
‘Nike’s co-operation with famous athletes (such as
Michael Jordan and Tiger Woods) and sports teams
(such as Manchester United) has been beneficial as
well with no doubt. As stated before, people tend to
have bigger emotional responses on specific athletes
and sports teams than on apparel brands. For example
attaching the emotional connection with Manchester United
to teams sponsor’
Pages 30-40 of article
http://www.theseus.fi/bitstream/handle/
10024/93873/Anttonen_Suvi_Thesis.pdf?
sequence=1&isAllowed=y
Definition of brand loyalty
Oliver (1999)
Definiton of brand loyalty ‘). Generally, loyalty has been and
continues to be defined in some circles as repeat purchasing
frequency or relative volume of same-brand purchasing (e.g.,
Tellis 1988). Of note is a definition crafted by New- man and
Werbel (1973), who defined loyal customers as those who
rebought a brand, considered only that brand, and did no brand
-related information seek’
https://www.jstor.org/stable/pdf/1252099.
pdf?casa_token=D_aQZaAzHoUAAAAA:
XEDL_ZEUqW-usdg5XinX9RMcjZHrU67
WnztMox9GX51P4DSid7qaje0ssJOG2t0
OtOo-pLjNnnqgJYe4Wjnvpdl-O-Na2da_pI
ObWJAcRRV1-Ozug0Wh
Keller K.L. (2008) Strategic Brand
Management - Building, Measuring and
Managing Brand Equity, Upper Saddle River, NJ: Prentice Hall
Extract from article
Talks about brands in many ways, focus on the key
characteristics of being able to let consumers feel as
though they can express themselves through a brand
https://books.google.co.uk/books?hl=en&lr=&i
d=yBdKQn5LdJkC&oi=fnd&pg=PT28&dq=
keller+2008+strategic+brand+managemen
t&ots=AyVTeR0Xit&sig=s-BPj3W745-jyWVY
VjuiExnuZFw#v=onepage&q=keller
%202008%20strategic%20brand%20m
anagement&f=false
JMM Bloemer, HDP Kasper -
Journal of economic psychology, 1995
The complex relationship between
consumer satisfaction and brand loyalty.
Brand loyalty vs repurchasing
‘In defining the loyalty concept, we first have to differentiate
between repeat purchasing behavior and brand loyalty. In
our view, repeat purchasing behavior is the actual rebuying
of a brand. Only the behavior of rebuying is important,
regardless of the consumer's degree of commitment to
the brand. However, brand loyalty not only concerns the
behavior of rebuying, but also takes into account that
actual behaviour antecedents. Therefore, we identify
two distinct types of brand loyalty: true brand loyalty
and spurious brand loyalty.’
file:///C:/Users/Evie/Downloads/Thecomple
xrelationshipbetweenconsumersatisfactionandb
randloyality.pdf
Why Companies Should Make Their
Customers Happy: the Neural Correlates
of Customer Loyalty
Plassmann, Kenning, Ahlert (2007)
Study into the physical effects of branding on a consumer,
brain scans etc. Show a difference and has practical implications
‘implications for relationship management Our findings
offer some important insights for management. It can be
noted that for a company, it is not sufficient to concentrate
on ‘bounding’ customers for instance with technical
requirements (e.g. hard- and software which is only
compatible with specific operating systems) or general
price promotions, but encourage customers in creating
affective bonds to the company or its brands. This could
be achieved by for example personalizing the commu
FIGURE 1 Results from random effects group analysis 73
8 / Why Companies Should Make Their Customers Happy:
The Neural Correlates of Customer Loyalty nication with the
customer and provide the basis for emotional events the
customers links to the company or brand.’
‘ In addition to Deppe et al.’s findings (Deppe et al., 2005),
we linked the neural activation patterns to the actual buying
behavior of the subjects. We showed that, for customers with
a high monetary customer value (A-customers) the presence
of the specific store brand acts as a rewarding signal during the
choice task, whereas customers with a low monetary customer
value (Ccustomers) do not reveal such a rewarding activation pattern.’
http://www.acrwebsite.org/volumes
/v34/500830_101409_v2.pdf
EXPERIENTIAL MARKETING, EMOTIONAL
BRANDING, AND BRAND TRUST AND
THEIR EFFECT ON LOYALTY ON HONDA
MOTORCYCLE PRODUCT
Nuruni Ika Kustini
(2011)
Emotional branding - how to provide this:
‘A strong brand emotion is created through partnership and
communication. Building proper emotion is the most
essential investment a brand shall’
file:///C:/Users/Evie/Downloads/12-71-1-PB.pdf
Book Reference (author, year of publish, page) e.g. “Jones, 2015 pt.1”
|
Relevant Key Points in Summary (use bullet points)
|
Additional Information
|
Brands as a Mean of
Consumer Self-expression
and Desired Personal Lifestyle (Munteanu Claudiu Cătălin, Pagalea Andreea, 2013) |
Examines the role of brands in influencing a customer.
Consumers use brands as a means of self expression,
so companies try to get a brand to fit a particular lifestyle.
|
https://ac.els-cdn.com/S1877042813050593/
1-s2.0-S1877042813050593-main.pdf?_tid=aa
78e15a-94c5-4c24-bb74-82e4cfe69679&acdnat=
1549210251_305f3d5685ec7a2b33dacd75d6e6c6ac
|
Keller and Lehmann (2004) -
Brands and Branding. Research findings and future priorities. |
Acknowledging the different elements involved within
brands, relationships between customer and company.
As well as overall appearance of company to wider audience,
not just those who buy from company.
| |
The hidden persuaders, Vance Packard
|
Psychological approach to why we consume what we do.
Suggests we are not self guiding in our choices, but have
been manipulated by large companies.
Depth approach, companies using out unconscious mental
processes against us. ‘We annoy them with out seemingly
senseless quirks, but please them in our growing docility in
responding to their manipulation’
(post war era)
|
http://www.ditext.com/packard/persuaders.pdf
|
Competing for Consumer Identity:
Limits to Self-Expression and the
Perils of Lifestyle Branding (Chernev et al 2011)
|
Belief that the repositioning of a brand to fit consumer lifestyle
reduces head to head competition with other brands.
Also argues to dispute this.
|
https://www.jstor.org/stable/pdf/41228597.pdf?casa
_token=CWbU1XP3vpAAAAAA:vFeUNCCEZza1xe
60pIgPiBd4ooRqg-fuXo9Sl0-xZW7Q6iRKHozGZl61
4FZizQMg_zoNAcvfsiRfR4DQliEa0DIeuj4BE2v-s0y
eLg8pH8r2S9Q11RE
|
Consumer-brand relationship:
Foundation and state-of-the-art
(Sandra Maria Correia Loureiro 2012)
|
Provides suggestions of other articles, as well as overviews
onto topics such as brand loyalty, brand satisfaction, brand
love etc. pages 7-10
‘The studies on consumer behavior and attitude are based on
theories of social identity and organizational identification.
Bhattacharya and Sen (2003) propose that strong consumer-
company relationships often result from the consumers'
identification with those companies. Aaker et al. (2004) report
findings from a longitudinal field experiment examining the
evolution of consumer-brand relationships. Aggarwal (2004)
alludes that consumers use norms of interpersonal relationships as a guide in their brand assessments when they form relationships with the brands. Therefore, two relationship types are examined: exchange relationships (benefits are given to others to get something back) and communal relationships (benefits are given to show concern for other's needs).’ |
file:///C:/Users/Evie/Downloads/Consumerbrandrela
tionshipfoundationandstateofartchapterSL_2april_.pdf
|
Consumer-Company Identification:
A Framework for Understanding
Consumers' Relationships with Companies
Bhattacharya and Sen (2003)
|
‘suggest that identification-based consumer--company
relationships cannot be unilaterally imposed by companies;
they must be sought out by consumers in their quest for
self- definitional need fulfillment’
‘In this article, the authors try to determine why and under
what conditions consumers enter into strong, committed,
and meaningful relationships with certain companies,
becoming champions of these companies and their products.
Drawing on theories of social identity and organisational
identification, the authors propose that strong consumer-company
relationships often result from consumers' identification with those
companies, which helps them satisfy one or more important
self-definitional needs.’
|
https://www.jstor.org/stable/pdf/30040524.pdf?refre
qid=excelsior%3Aaa44c6bf7cf78a8a268b495806a82193
|
Brand Loyalty in the U.K.
Sportswear Market. John Dawes (2009)
|
Nike as sports branding, example of successful brand loyalty.
|
http://johndawes.info/wp-content/
uploads/2016/06/Brand-Loy-sports.pdf
|
Website stating:
|
States that Nike uses emotional branding
Examples the ‘no limits’ campaign as a way to make the
average joe feel like they can be an olympic athlete
|
https://commitagency.com/2017/06/10/
emotional-branding/
|
Article with quote:
|
‘Nike, like all the modern multinationals, is not a company,
but an idea. An idea represented by a brand. It is an
intangible entity, an abstract message, and an enormous
advertising machine... And because it is so intangible,
what really counts is how people perceive Nike. Its profits
depend on its popularity, its success depends on the image
that people have of it, not on the quality of the products it sells.’
|
http://www.uebermorgen.com/publication
s/MESH_Quaranta_2006/Mesh19-DomenicoQuaranta.pdf
|
Details on Nike’s branding,
explaisn the use of emotional
branding as well as employing sports stars
to be part of their brand, as well as use of emotional advertising.
- Suvi Anttonen Branding a lifestyle (2015)
(Helsinki Metropolia University of Applied
Sciences Bachelor of Business Administration
International Business and Logistics Bachelor´s Thesis)
|
‘Nike’s co-operation with famous athletes (such as
Michael Jordan and Tiger Woods) and sports teams
(such as Manchester United) has been beneficial as
well with no doubt. As stated before, people tend to
have bigger emotional responses on specific athletes
and sports teams than on apparel brands. For example
attaching the emotional connection with Manchester United
to teams sponsor’
Pages 30-40 of article
|
http://www.theseus.fi/bitstream/handle/
10024/93873/Anttonen_Suvi_Thesis.pdf?
sequence=1&isAllowed=y
|
Definition of brand loyalty
Oliver (1999)
|
Definiton of brand loyalty ‘). Generally, loyalty has been and
continues to be defined in some circles as repeat purchasing
frequency or relative volume of same-brand purchasing (e.g.,
Tellis 1988). Of note is a definition crafted by New- man and
Werbel (1973), who defined loyal customers as those who
rebought a brand, considered only that brand, and did no brand
-related information seek’
|
https://www.jstor.org/stable/pdf/1252099.
pdf?casa_token=D_aQZaAzHoUAAAAA:
XEDL_ZEUqW-usdg5XinX9RMcjZHrU67
WnztMox9GX51P4DSid7qaje0ssJOG2t0
OtOo-pLjNnnqgJYe4Wjnvpdl-O-Na2da_pI
ObWJAcRRV1-Ozug0Wh
|
Keller K.L. (2008) Strategic Brand
Management - Building, Measuring and
Managing Brand Equity, Upper Saddle River, NJ: Prentice Hall
|
Extract from article
Talks about brands in many ways, focus on the key
characteristics of being able to let consumers feel as
though they can express themselves through a brand
|
https://books.google.co.uk/books?hl=en&lr=&i
d=yBdKQn5LdJkC&oi=fnd&pg=PT28&dq=
keller+2008+strategic+brand+managemen
t&ots=AyVTeR0Xit&sig=s-BPj3W745-jyWVY
VjuiExnuZFw#v=onepage&q=keller
%202008%20strategic%20brand%20m
anagement&f=false
|
JMM Bloemer, HDP Kasper -
Journal of economic psychology, 1995
The complex relationship between
consumer satisfaction and brand loyalty.
|
Brand loyalty vs repurchasing
‘In defining the loyalty concept, we first have to differentiate
between repeat purchasing behavior and brand loyalty. In
our view, repeat purchasing behavior is the actual rebuying of a brand. Only the behavior of rebuying is important, regardless of the consumer's degree of commitment to the brand. However, brand loyalty not only concerns the behavior of rebuying, but also takes into account that actual behaviour antecedents. Therefore, we identify two distinct types of brand loyalty: true brand loyalty and spurious brand loyalty.’ |
file:///C:/Users/Evie/Downloads/Thecomple
xrelationshipbetweenconsumersatisfactionandb
randloyality.pdf
|
Why Companies Should Make Their
Customers Happy: the Neural Correlates
of Customer Loyalty
Plassmann, Kenning, Ahlert (2007)
|
Study into the physical effects of branding on a consumer,
brain scans etc. Show a difference and has practical implications
‘implications for relationship management Our findings
offer some important insights for management. It can be
noted that for a company, it is not sufficient to concentrate
on ‘bounding’ customers for instance with technical
requirements (e.g. hard- and software which is only
compatible with specific operating systems) or general price promotions, but encourage customers in creating affective bonds to the company or its brands. This could be achieved by for example personalizing the commu FIGURE 1 Results from random effects group analysis 73 8 / Why Companies Should Make Their Customers Happy: The Neural Correlates of Customer Loyalty nication with the customer and provide the basis for emotional events the customers links to the company or brand.’
‘ In addition to Deppe et al.’s findings (Deppe et al., 2005),
we linked the neural activation patterns to the actual buying
behavior of the subjects. We showed that, for customers with a high monetary customer value (A-customers) the presence of the specific store brand acts as a rewarding signal during the choice task, whereas customers with a low monetary customer value (Ccustomers) do not reveal such a rewarding activation pattern.’ |
http://www.acrwebsite.org/volumes
/v34/500830_101409_v2.pdf
|
EXPERIENTIAL MARKETING, EMOTIONAL
BRANDING, AND BRAND TRUST AND
THEIR EFFECT ON LOYALTY ON HONDA
MOTORCYCLE PRODUCT
Nuruni Ika Kustini
(2011)
|
Emotional branding - how to provide this:
‘A strong brand emotion is created through partnership and
communication. Building proper emotion is the most
essential investment a brand shall’
|
file:///C:/Users/Evie/Downloads/12-71-1-PB.pdf
|
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