Effects of pronoun brand name perspective and positioning on brand attitude

Kachersky, Luke; Carnevale, Marina

doi:10.1108/jpbm-02-2014-0495

Cited by 18 publications

(15 citation statements)

References 41 publications

(55 reference statements)

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“…On the other hand, according to Kachersky et al (2015), people attitude toward the brand can include three components: cognitive, emotional and functional.…”

Section: Consumer Attitude Towards the Brandmentioning

confidence: 99%

Investigating the impact of viral message appeal and message credibility on consumer attitude toward the brand

Esmaeilpour

Aram

2016

Management &Amp; Marketing

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Due to the rapid growth of the Internet and use of e-commerce in the recent years, viral marketing has drawn the attention of manufacturing and service organizations. However, no research has been conducted to examine the impact of message appeal and message source credibility on consumers’ attitude with mediating role of intellectual involvement of consumers and their risk taking level. The aim of this study was to examine the impact of appeal and message source credibility on consumers’ attitude with mediating role of consumers’ intellectual involvement and their risk taking level. The population of this study includes consumers of mobile phones (Samsung, Sony, Nokia, LG and iPhone) in the Bushehr city (Iran). As the population of the study is unlimited, 430 questionnaires were distributed using available sampling method, and 391 questionnaires were collected and analyzed. Using structural equation modeling, we analysed the data through smart PLS software. The results show that the appeal and credibility of the message source impact the consumer attitudes toward the brand. We also found that the intellectual involvement of consumers plays the mediating role in the relationship between message appeal and consumer attitudes toward brands. In the relationship between message source credibility and customer attitude towards the brand, the level of risk taking of people has no mediating role.

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“…On the other hand, according to Kachersky et al (2015), people attitude toward the brand can include three components: cognitive, emotional and functional.…”

Section: Consumer Attitude Towards the Brandmentioning

confidence: 99%

Investigating the impact of viral message appeal and message credibility on consumer attitude toward the brand

Esmaeilpour

Aram

2016

Management &Amp; Marketing

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“…Por otra parte, el Posicionamiento de la marca basado en la Identidad de la misma (Balmer, 2012; Aaker y Álvarez del Blanco, 2012) se ve corroborada en casos aparentemente contradictorios como posicionar la marca sobre beneficios sociales (Kachersky y Carnevale, 2015) al considerar que es apropiado hacerlo cuando se fundamenta en el propio consumidor, elemento, como se ha indicado, constitutivo de la Identidad de marca.…”

Section: Discussionunclassified

Model for the management of trade brands: a theoretical approach based on the General System?s Theory

García¹,

González²,

Liu³

et al. 2018

ESIC Market

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Este artículo presenta un Modelo Sistémico de Administración de Marcas basado en las aportaciones de la literatura conceptual y empírica. El objetivo es analizar las aportaciones y proponer una serie de hipótesis que evidencien la interrelación entre los elementos considerados esenciales en el proceso de construcción de marcas. Los resultados se han obtenido mediante un análisis cualitativo que ha llevado a la identificación de cuatro dimensiones esenciales en el proceso de administración de marcas: Identidad, Posicionamiento, Imagen formal y Comunicación. Se concluye que el modelo aportado es una herramienta útil para abordar de forma rigurosa los procesos de creación y auditoría de marcas.

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“…The vast majority of research on positioning adopts a quantitative perspective (a few recent examples include de Jorge Moreno & Carrasco, ; Gengler & Mulvey, ; Kachersky & Carnevale, ; Kirmani, Hamilton, Thompson, & Lantzy, ; Zerfass, Veraia, & Wiesenberg, ). However, this perspective is restrictive, considering the pivotal role that day‐to‐day firm activities have on the operationalization of positioning strategies (Diwan, ; Liu & Zhang, ).…”

Section: Methodsmentioning

confidence: 99%

Positioning strategies and congruence in the positioning of high‐end indigenous and foreign retailers in sub‐Saharan Africa: An illustration from Ghana

Blankson

Nkrumah

Opare

et al. 2018

Thunderbird Intl Bus Rev

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This article examines the employment of positioning strategies through the lens of international retailing for assessing congruence in the positioning of both indigenous and foreign retailers in Ghana. Six retailers-three indigenous and three foreign-are examined in a triangulated method, each through an in-depth case study. The results show that the dominant positioning strategies consistently pursued by both indigenous and foreign retailers in Ghana are "service," "reliability," and "attractiveness." Although indigenous retailers (relative to their foreign counterparts) employ more strategies, the majority of foreign retailers exhibit close-to-ideal congruence among managers' intentions, actual practice, and customers' perceptions. The findings show that foreign and indigenous retailers pursue varying positioning strategies in the marketplace, further complementing the utility of Western-developed typologies of positioning strategies in a sub-Saharan African marketplace. Moreover, the results reveal how indigenous retailers have embraced branding, further attesting to the changing and competitive nature of the Ghanaian marketplace. K E Y W O R D S positioning strategies, congruence, retailers, sub-Saharan Africa, Ghana

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Effects of pronoun brand name perspective and positioning on brand attitude

Cited by 18 publications

References 41 publications

Investigating the impact of viral message appeal and message credibility on consumer attitude toward the brand

Investigating the impact of viral message appeal and message credibility on consumer attitude toward the brand

Model for the management of trade brands: a theoretical approach based on the General System?s Theory

Positioning strategies and congruence in the positioning of high‐end indigenous and foreign retailers in sub‐Saharan Africa: An illustration from Ghana

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