Purpose
Brand awareness is a pivotal, but often neglected, aspect of consumer-based brand equity. This paper revisits brand awareness measures in the context of global brand management.
Design/methodology/approach
Drawing on the method of Laurent et al. (1995), this cross-sectional longitudinal study examines changes in brand awareness over time, with sample sizes of approximately 300 whisky consumers per wave in three countries: United Kingdom, Taiwan and Greece.
Findings
There is consistency in the underlying structure of awareness scores across countries, and over time, extending the work of Laurent et al. (1995). Results show that a relevant operationalisation of brand awareness needs to account for the history of the brand. Furthermore, the nature of the variation of brand awareness over time interacts with a brand’s market share.
Research limitations/implications
When modelling the impact of brand awareness researchers need to consider two factors – the brand’s market share and whether a more stable or volatile measure is sought. This avoids mis-specifying the country-level contribution of brand awareness.
Practical implications
Global brand managers should be wary of adopting a “one size fits all” approach. The choice of brand awareness measure depends on the brand’s market share, and the desire for higher sensitivity or stability.
Originality/value
The paper provides one of the few multi-country investigations into brand awareness that can help inform global brand management.
Managers cannot afford to ignore social media and have stepped up their involvement in the belief that social media activities extend the brand's reach and engagement with consumers. Facebook is the preeminent social medium with an ever increasing branded content. One hundred brands selected from the Interbrand “Best Global Brand Report” form the basis of this study to test research propositions about the ability of branded Facebook pages to expand and engage users. Data captured from branded Facebook pages was supplemented with socialbaker's data. No correlation is found between the size of a brand and the number of Facebook fans, and there is no consistent relationship with user engagement and brand size. The authors discuss broadening reach, improving engagement, interaction and activity and the implications for social media strategies and make recommendations for managing Facebook presence. Paid advertising is required to increase brand reach to all potential category users.
While there is no shortage of worthy recipients for prosocial behaviour, there is a constant battle to attract and keep donors. This research examines both money and blood donor behaviour for two key groups, new donors, (to grow the donor base), and frequent donors (to secure current support streams). We draw on over 1.2 million records from a U.S. health related charity for a three-year timeframe; and records of all Australian blood donors (1.1 million) for a five-year timeframe. We show the law-like patterns that underpin brand growth in other markets also apply in the non-profit sector. The vast majority of new donors give just once or twice a year with few giving at higher frequency levels. The stability of donation churn across blood and money suggests a structural norm in behaviour over time rather than an outcome of marketing activity. We discuss implications for resource allocation and marketing strategies.
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