When and why does the name of the brand still matter?

Abstract

Purpose-The purpose of this paper is to fill a current gap in the literature, through the development of theory concerned with changes that occur over time to the functions and importance of the brand name element of a branded entity. Design/methodology/approach-An initial theoretical conceptualisation was developed from the existing literature. Study participants whose behaviour was found not to conform to this initial conceptualisation were included in subsequent research in order to obtain greater understanding. The study method employed was a series of interviews, with the obtained qualitative data analysed using template analysis. This resulted in the development of a revised theoretical conceptualisation. Findings-Various functions of the brand name element, identified as connotation, denotation, linking and branded entity constancy are ongoing important providers of brand equity to some consumers for established branded entities. This challenges a position obtained from existing literature that the brand name element of an established branded entity becomes of minimal importance over time. Originality/value-Value generating functions of the brand name element that persist over time were identified, leading to the development of a theoretical conceptualisation of the change in the importance of brand name equity over time.

Building consumer communal relationships through cause‐related marketing: From the perspective of persuasion knowledge

“…Such a perception may also result in a state of over‐rewarded inequity, which leads to higher levels of job satisfaction (Carrell, 2017). As one of the most widely accepted motivation theories, equity theory has been applied in various disciplines other than employee management, such as tourism and hospitality (Burrai et al, 2015; Lovegrove & Fairley, 2017), educational psychology (Miles et al, 2015), interpersonal and mass communication (Myers & Goodboy, 2013; Yum & Canary, 2009), and marketing research (Round & Roper, 2017; Tseng & Kuo, 2014).…”

Unexpected events and brand loyalty. The case of Crusaders Rugby Club

“…The notion of time consisting, not of sixty minutes in the hour, but of an alternative time archetype consisting of the past, the present or the future is introduced as a more useful approach to temporal theoretical development. This is supported by further assertion that the way time is experienced, can be subjective and that temporal orientation varies person to person (Round et al, 2017).…”

“…Contrary to Collins (1977) argument that the brand name is an unchangeable part of the marketing mix, Holt, (2002), Holt, Quelch, & Taylor (2004), Round et al (2017) acknowledge (and provide examples) of societal attitude shifts that change the course of branding decisions.…”

“…However, the opportunity for temporal analysis was unfulfilled. In support, longitudinal research can be difficult to resource (Round et al, 2017).…”

“…In addition, brand elements, such as name, logo, characters, jingles (in the sports environment) and even past success have not been well explored empirically or theoretically (Keller & Lehmann, 2006;Round & Roper, 2017). Their prominence and role changes over a period of time.…”