Does brand social power mean market might? Exploring the influence of brand social power on brand evaluations

Abstract

The importance of brand equity has been recognized in the marketing literature for years. Although researchers generally agree there is a social component to brand equity, empirical work in this area stops short of exploring the brand's ability to exert a social influence on consumers and their choices. The present manuscript attempts to address this deficit and extend the brand equity literature by proposing a new construct-brand social power. Drawing from research on social influence and perceived power, five bases of brand social power are identified and a conceptual attempt is made to integrate brand social power with existing brand equity frameworks. The impact of brand social power is also examined empirically at the level of individual power bases, for overall brand social power, and in terms of brand equity.

Brand Personality Toward Customer Purchase Intention: The Intermediate Role of Electronic Word-of-Mouth and Brand Equity

“…Kim and Kim (2004) define purchase intention as the tendency of consumers with the identified aim where it is usually measured in terms of real purchasing. Moreover, Crosno, Freling & Skinner (2009) described that purchase intention refers to the possibility of purchasing a special brand in a product category during purchase. However, the implementation of the product's purchase intention depends on various factors such as customer willingness and interest to the product, imposed social pressure on the customer from others and a general sense of what is received.…”

Manufacturer's retailer dependence: A private branding perspective

“…The measurement items for distributor power were based on Gaski (1984) and Crosno, Freling, and Skinner (2009), capturing the share of its market sales, strength of its brand power, and the ability to make product-design decisions. Market uncertainty was measured using the scale adopted from Klein et al (1990) and Chen, Ellinger, and Tian (2011), and its items assessed the degree of the difficulty of predicting future trends and the speed of changing needs and wants of consumers.…”

A Influência do Poder no Relacionamento entre Consumidor e Marca

“…É um componente que norteia o relacionamento entre consumidor e marca. Assim, pode-se definir o poder da marca como habilidade de uma marca em influenciar o comportamento de consumidores e levar um consumidor a realizar algo que caso contrário não faria (Crosno et al, 2009).…”

“…Foram utilizadas as escalas de poder da marca (Crosno et al, 2009), senso de poder pessoal (C. Anderson, John, & Keltner, 2012) e confiança (Francisco-Maffezzolli, Semprebon, & Prado, 2014). Os itens para mensurar a dependência em relação à marca foram extraídos da literatura devido à ausência de uma escala adequada para esta pesquisa, sendo: A marca é importante para mim, Sinto-me dependente da marca e A marca contribui na realização das minhas tarefas.…”

“…Pode ser definido como a habilidade de uma marca em influenciar o comportamento do consumidor e levar uma pessoa a realizar algo que caso contrário não faria (Crosno, Freling, & Skinner, 2009). Não há estudos que mostrem como o poder da marca influencia o senso de poder pessoal do consumidor, que é definido como a habilidade de controlar recursos, próprios ou de outros, sem interferência social (Galinsky, Gruenfeld, & Magee, 2003).…”