Download or read book Inconsistencies in global brands and their affect on consumers perceptions written by Tugba Deniz and published by GRIN Verlag. This book was released on 2015-12-18 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 110, , language: English, abstract: Recently, a lot of big corporations are pruning their portfolio just to be present with their big global brands. Even if it seems like managing global brands are easy, a lot of companies are facing with problems. Many global brands are using different names, different logos or different positioning strategies around the globe. Especially in an increasingly global world, consumers’ likelihood of noticing these differences have been dramatically increased. Suprisingly, so far the effects of these differences were ignored by both scholars and practitioners. This study strikes the first match about this topic. Consumers’ evaluation of the global brands’ attributes, the perception of these differences and likelihood of purchase are investigated in the case of three conditions; global brands with different names, with different logos and with different positioning strategies. In all conditions, consumers’ evaluation about attributes of brands is changing. In line with previous literature, a high percentage of people perceive the differences as local adaptations. Lastly but most importantly, it is found that likelihood of purchase both in home country and in abroad is decreased in all the cases.

Download or read book Consumer Perceptions of Global Branding and Iconization written by Gail Ferreira and published by Universal-Publishers. This book was released on 2008-11-14 with total page 205 pages. Available in PDF, EPUB and Kindle. Book excerpt: Global usage of the World Wide Web continues to increase exponentially, yet many corporate Web sites are misperceived by non-English-speaking audiences. Diverse communities of global consumers purchase products on the World Wide Web based on a positive image of the product as reflected in the Web site content, which includes text, images, and icons. However, corporate leaders may not have an awareness of the common elements present in successful global Web sites as comprehended by different cultures. This qualitative, phenomenological data analysis used a Web-based survey to explore the perceptions and feelings of a purposive sample of participants regarding the content of global World Wide Web sites. Each participant in the study spoke English or a combination of English and Spanish and explored their perceptions and feelings regarding global Web sites. The following five themes emerged from the research results regarding consumer perceptions of global Web sites: (a) product, (b) information, (c) people, (d) simplicity, (e) and brands. Information gleaned by this study regarding consumer behavior can be incorporated into a comprehensive global marketing campaign that can be used by leaders to expand business internationally.

Download or read book Exploring Brand Management written by Cybellium and published by Cybellium . This book was released on 2024-09-01 with total page 227 pages. Available in PDF, EPUB and Kindle. Book excerpt: Welcome to the forefront of knowledge with Cybellium, your trusted partner in mastering the cutting-edge fields of IT, Artificial Intelligence, Cyber Security, Business, Economics and Science. Designed for professionals, students, and enthusiasts alike, our comprehensive books empower you to stay ahead in a rapidly evolving digital world. * Expert Insights: Our books provide deep, actionable insights that bridge the gap between theory and practical application. * Up-to-Date Content: Stay current with the latest advancements, trends, and best practices in IT, Al, Cybersecurity, Business, Economics and Science. Each guide is regularly updated to reflect the newest developments and challenges. * Comprehensive Coverage: Whether you're a beginner or an advanced learner, Cybellium books cover a wide range of topics, from foundational principles to specialized knowledge, tailored to your level of expertise. Become part of a global network of learners and professionals who trust Cybellium to guide their educational journey. www.cybellium.com

Download or read book Global Branding Breakthroughs in Research and Practice written by Management Association, Information Resources and published by IGI Global. This book was released on 2019-07-05 with total page 969 pages. Available in PDF, EPUB and Kindle. Book excerpt: To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Branding: Breakthroughs in Research and Practice provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. Highlighting a range of pertinent topics such as brand communication, consumer engagement, and product innovation, this publication is an ideal reference source for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.

Download or read book Consumer Behavior Theories written by Rajagopal and published by Business Expert Press. This book was released on 2018-02-25 with total page 183 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book critically examines and analyzes the classical and neoclassical behavioral theories in reference to consumer decision-making across the business cultures. Discussions in the book present new insights on drawing contemporary interpretations to the behavioral theories of consumers, and guide the breakthrough strategies in marketing.

Download or read book Research Frontiers on the International Marketing Strategies of Chinese Brands written by Zuohao Hu and published by Routledge. This book was released on 2016-08-05 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.

Download or read book The Routledge Companion to Contemporary Brand Management written by Francesca Dall'Olmo Riley and published by Routledge. This book was released on 2016-07-15 with total page 818 pages. Available in PDF, EPUB and Kindle. Book excerpt: The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.

Download or read book Single Brand with Multiple Country Images written by Hongjoo Woo and published by . This book was released on 2016 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Country image refers to the holistic image that consumers harbor toward a particular country. Traditionally, one brand was thought to possess a single country image; an Italian brand would theoretically be owned by an Italian company and manufacture its products in Italy. However, due to increasingly common practices of cross-border merger and acquisition (M & A) and offshoring practices, most brands today can have multiple country images for a single branded item, which include the decomposed labels of country-of-brand origin (COB), country-of-company (COC), and country-of-manufacturing (COM). Due to cross-border M & A and offshoring, the COC or COM can shift from its home country to another country in two different directions: downward (a high fashion image country 2!a low fashion image country) and upward (a low fashion image country 2!a high fashion image country). When consumers are exposed to the information that the COC or COM of a brand actually differs from its COB, what reactions will appear in consumers' minds? How do such reactions affect consumers' brand evaluations? Do such effects differ between luxury brands and mass market brands or between the downward and upward shifts of country images? To address these questions, this study examined the effects of discrepancies in country image on consumers' perceived brand credibility and prestige in the fashion industry context, examining both luxury and mass market brands and both downward and upward scenarios of M & A/offshoring. The moderating role of consumers' clothing product involvement was also tested. Using research gained from literature review, a total of twenty hypotheses (H1a-H9h) were developed based upon two specific theories. Festinger's (1957) cognitive dissonance theory suggests that when consumers encounter discrepancies in country image, they will modify their brand evaluations to liberate themselves from the resulting cognitive dissonance. Homans's (1958) social exchange theory suggests that the impact of discrepant country images, however, would be significant for luxury brands but not for mass market brands, due to consumers' differing levels of input with regard to each brand purchase. For hypotheses testing, 426 college students were randomly assigned to one of the four experimental studies (Study 1 - Study 4), which collectively manipulated eight scenarios: luxury/mass market brand (2) x downward/upward (2) x M & A/offshoring cases (2). Italy and China were selected to represent high and low fashion image countries respectively, and the images of four fictitious brands (Italian/Chinese luxury/mass market brands) were developed through pre-tests and used in the experiments. In the experiments, changes in the participants' perceived brand credibility and prestige before and after the manipulation of the scenarios were examined using repeated-measure ANOVA. The results of the data analyses provided support for six of the twenty hypotheses. The downward shifts in the COC/COM manipulated by M & A and offshoring scenarios significantly decreased the brand credibility and prestige of luxury brands (H1a, H1b, H5a, H5b supported). However, the downward shifts in the COC/COM also decreased mass market brands' credibility, thus refuting H3 and H7. The upward shifts of the COC/COM through M & A and offshoring did not significantly increase brand credibility and prestige, neither for luxury brands (H2a, H2b, H6a, H6b not supported) nor for mass market brands (H4 and H8 supported). Consumers' clothing product involvement did not exhibit a significant moderating effect in the experiments (H9a-H9h not supported). These findings suggest that consumers generally act in negative ways toward downward shifts in country image, regardless of brand tiers. Moreover, upward shifts in country image--for instance, the acquisition by a foreign company from a high fashion image country or the manufacturing of products in a high fashion image country--cannot by themselves improve the original image of brands from a low fashion image country, regardless of brand tiers. These patterns were common to all consumers, with no significant difference based on their individual involvement with clothes. These findings provide empirical evidence regarding whether cognitive dissonance theory or social exchange theory can explain the phenomena of country image effects. In addition, these findings fill gaps in the country image literature by examining the impact of country image shifts in both downward and upward directions, while also comparing the impact across brand tiers by focusing on brand-level outcomes (i.e., brand credibility and prestige). It also suggests managerial implications, such as the development of communication strategies for fashion brands that minimize downward shifts in country image. Limitations for the study and suggestions for future studies are also discussed."--Abstract from author supplied metadata.

Download or read book Managing Social Media and Consumerism written by . Rajagopal and published by Springer. This book was released on 2013-09-20 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: Categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements.

Download or read book Brands and Brand Management written by Barbara Loken and published by Psychology Press. This book was released on 2023-04-28 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.

Download or read book The Art of Definition written by Ron Legarski and published by SolveForce. This book was released on 2024-09-05 with total page 900 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Art of Definition: Crafting Words for Clear Communication is a comprehensive exploration into the world of definitions, delving into the subtle art and rigorous science behind defining terms with precision and clarity. In an age where language is both powerful and rapidly evolving, this book serves as a guide for anyone seeking to enhance their communication skills through the careful crafting of definitions. From legal terminology and scientific concepts to everyday language and cultural expressions, definitions form the foundation of how we convey meaning. This book provides readers with practical tools and strategies for writing effective definitions across a wide range of fields, demonstrating the pivotal role that well-crafted definitions play in ensuring accurate communication. By examining real-world examples, case studies, and different types of definitions—lexical, operational, stipulative, and more—The Art of Definition offers a detailed roadmap for understanding the complexities of language. Whether you are a student, professional, or simply someone intrigued by language, this book takes you on a journey into the heart of how definitions shape our understanding of the world. It also explores the challenges of defining abstract concepts, the importance of context, and the impact of definitions on knowledge across disciplines. With clear explanations and hands-on exercises, The Art of Definition empowers readers to craft definitions that enhance clarity, minimize ambiguity, and improve overall communication. By unlocking the techniques of definition writing, this book offers readers the ability to elevate their writing, their professional discourse, and their understanding of the world around them.

Download or read book Multinationals and Global Consumers written by T. Chan and published by Springer. This book was released on 2013-11-14 with total page 365 pages. Available in PDF, EPUB and Kindle. Book excerpt: International business (IB) research on Asian firms is on the rise, challenging conventional theories and providing opportunities for IB researchers to address several paradoxical issues such as ownership advantage and risk-returns. The book focuses on IB research in Asia and addresses some of these problems in several keys areas of IB research.

Download or read book Handbook of Brand Relationships written by Deborah J. MacInnis and published by Routledge. This book was released on 2014-12-18 with total page 536 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.

Download or read book Consumer Behavior written by Rajagopal and published by . This book was released on 2010 with total page 342 pages. Available in PDF, EPUB and Kindle. Book excerpt: Book & CD. This book examines how consumer behaviour is influenced in emerging markets by the marketing strategies of global firms and analyses its impact on market, culture and consumption that contribute to the broader socio-economic development, values and lifestyle of consumers around. The discussions in the book analyse behaviour of consumers as individuals, decision makers, players in subcultures, and corporate associates in business performance of global firms. Discussions in this book delineate behavioural and relational factors of consumers in emerging markets that affect overall business performance of global firms. Strategies on building customer life time value, customer relationship management, and bottom of the pyramid consumer strategies to assure the high business performance of manufacturing, retailing and services sectors have also been analysed in the book. Managerial applications of consumer behaviour are also discussed in each chapter emphasising consumer behaviour concepts which can be employed to develop managerial strategy by the firms.

Download or read book The psychological facets of consumer brand relationship in the digital world written by Khalid Hussain and published by Frontiers Media SA. This book was released on 2023-06-29 with total page 229 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Perceived Brand Localness written by Jörg Igelbrink and published by Springer Nature. This book was released on 2019-11-27 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Jörg Igelbrink’s study provides the disclosure of a comprehensive explanation approach of the consumers purchase motivation and attitude towards local fashion brands. The structure equation model reveals six direct impacts on the consumers LFB attitude. The author’s findings identify a new consumer typology presenting a model of four positive consumer-attitude-types such as the influencing Realign Performance Advocates. In the research field of consumer behaviour the new consumer typology illustrates both the consumer purchase motivation and derived local fashion brand positioning.

Download or read book Proceedings of the International Conference on Business Management Accounting and Sustainable Economy ICBMASE 2023 written by AHMAD FARABI; SHARIFAH NABILAH SYED SALLEH; QURROH. and published by Springer Nature. This book was released on 2024 with total page 301 pages. Available in PDF, EPUB and Kindle. Book excerpt: