Brand, Identity and Reputation: Exploring, Creating New Realities ...

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ands can be characterized in terms such as exclusivity, being in control, and limit in access for the niche market, social media is perceived as a destination for the masses. A major challenge for luxury brands would be then how to maintain the level of desire and exclusivity on the Internet that is accessible by the mass consumer. More and more companies are utilizing the social media tools within companies‘ official websites as ways to understand about their consumers and to promote their products. Through the social media sites consumers get to evaluate product qualities and discuss ‗likes‘ and ‗dislikes‘ of which comments become immediately available without being censored. Despite the fact luxury brand companies are increasingly using advanced Internet technologies and its accompanying interactive tools such as social media, they have shown relatively low commitment for adopting them into their sites, perhaps due to the fear that they might lose control over their brand sites. According to Okonkwo (2009), ―if the unique relationship that luxury has with its clients were to be replaced in the context of the Internet where the consumer is in total control and expects to be looked up to, it would likely lead to resistance, apprehension and anxiety from the top (the luxury brand); and confusion, surprise, and disappointment from the bottom (the luxury client) (p. 303). Because the Chinese culture provides an ideal environment for the top-down relationship between luxury brands and consumers, this process of getting feedback from consumers, i.e., bottom-up, regarding luxury products would be considered neither effective nor desirable in this cultural context. This leads to a premise that Chinese consumers will be less willing to use social media sites to input their opinions about luxury fashion brands than U.S. consumers. Development of Hypotheses Based on the conceptual framework for culture‘s influence on consumer purchase attitudes toward luxury fashion brands over the Internet in a cross-cultural context between the U.S. and China, the following hypotheses are proposed, which could be tested in empirical research: H1: Chinese consumers will be more willing to buy luxury fashion products than U.S. consumers. H2: Chinese consumers will be less willing to buy luxury fashion products over the Internet than are U.S. consumers. H3: Chinese consumers will be less willing to use social media sites to input their opinions about luxury fashion products than U.S. consumers. Conclusion Proposed relationships among luxury fashion brands, cultural characteristics, and the Internet shopping, and use of social media are shown in Figure 1. The next step would be then to test the above hypotheses using empirical data collected through a cross-cultural study between the U.S. and China with respect to consumers‘ attitudes toward luxury fashion brands over the Internet. Although the development of conceptual framework was centered on cultural differences between the U.S. and China, this proposed model can be adapted into other cultural contexts given the unique characteristics of luxury fashion brands. References Atwal, G., & Williams, A. (2009). Luxury brand marketing – The experience is everything! Journal of Brand Management, 16, 338-346. Graham, J., & Lam, N. M. (2004). The Chinese negotiation. Harvard Business Review on Doing Business in China. MA: Harvard Business School Press. Hofstede, G. H. (1980). Culture‘s Consequences: International Differences in Work-Related Values. Newbury Park, CA: Sage Publications. Hofstede, G. H. (1991). Empirical models of cultural differences. In N. Bleichrodt, & J. Pieter (Eds.), Contemporary Issues in Cross-Cultural Psychology (pp. 4-20). Netherlands: Swets Publishers. Internet World Stats (2010). China eCommerce and Internet Market Report. Retrieved from http://www.internetworldstats.com/asia/cn3.htm Lau, S. L. (1999). Changing consumer value in a new business environment, In H. M. Yau, & H. C. Steele (Eds.), China Business: Challenges in the 21 st Century (pp. 151-178). Hong Kong: The Chinese University Press. Okonkwo, U. (2005). Can the luxury fashion brand store atmosphere be transferred to the Internet? Retrieved from http://www.brandchannel.com/images/papers/269_Lux_Goods_Online.pdf Okonkwo, U. (2009). Sustaining the luxury brand on the Internet. Journal of Brand Management, 16, 302-310. 210
+ Top-Down Dynamic between Luxury Fashion Brands and Consumers _ Online Shopping of Luxury Fashion Products/Brands Use of Social Media on the Internet (bottom-up) Cultural Characteristics: Great respect for authority in high power distance culture (Hofstede, 1980, 1991) Importance of social interactions between retailers and consumers in Confucian-based culture Figure 1. The proposed conceptual model for relationships among luxury fashion brands, cultural characteristics, and the Internet shopping and social media. Plus sign indicates positive relationships, whereas minus sign indicates negative relationships. 211
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Book of Proceedings Brand, Identity
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Session 1.1 Emotional Branding in T
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p.31) consumers tend to those sourc
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Tables and figures Brand perception
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Malaysia‘s Global Halal Hub - ―
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Birds of a Feather Consume Sports T
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Session 1.2 How is Social Media, li
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2. Interviews made with the adminis
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Table-5 Facebook Members of Homeles
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content (UGC) or even direct intera
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Fierman, (1991) found that 47% of c
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Multiple Dimensions of Brand Identi
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Session 1.3 Corporate Identity, Cor
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CSR are the ideals and ethics of co
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Corporate Brand Identity Management
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To study the influence of B2B relat
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Antecedents And Consequences Of Bra
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22. Gurviez, P., and Korchia, M. (2
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Non-monetary factors, such as effor
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23. Holbrook, M.B. (2006). Consumpt
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Brand Extensions and Culture: The I
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avoidance tend to prefer more infor
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Virtual Internal Brand Communities:
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References 1. Algesheimer, R., Dhol
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associations based on their percept
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shift in the psychological contract
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10. Berthon, P., Ewing, M., & Hah,
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Session 2.1 Global Brand Relationsh
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G. Brand Personality Excitement Hon
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The Impact of Relationship Marketin
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‗United 2010-one for all, all for
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Brand Equity Trends in Top Global B
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Uncovering ‗Meanings‘ through A
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45. Melewar, T.C. and Saunders, J.
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Thus, from a design perspective, we
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Keywords Brands, marketing, meaning
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How Important is the Brand Name Ele
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References 1. Aaker, D. (1991). Man
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Simon Cowell and Branding the X Fac
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Dead or Living: Which Celebrity To
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Reference 1. Bagozzi, R.P. & Yi, Y.
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has been adopted and within this an
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Organizational Factors Contributing
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examine and reconcile existing lite
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Effects of Corporate Social Respons
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15. Morsing M, & Schultz M. (2006).
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1989). But if the information avail
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An Inquiry into Corporate Heritage
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3. Balmer, J. M. T., & Greyser, S.
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Research questions and methodology
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Building Corporate Reputation: A Di
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Session 3.1 Financial vs. Consumer-
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For indicating brand equity, one of
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Financial Brand Valuation: an exper
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Figure 1 Religiously Motivated Cons
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I Don‘t Like It! - Understanding
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Session 3.2 Advertising Agency Empl
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applications of the Repertory Test
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The Life Cycle of Mavens Lynne Free
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Exploring the relationship between
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internal branding process. Internal
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proper branding strategy. With the
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Profiling the Image of Urban Busine
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Finally, the paper confirms the cau
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Table 3 Image differences according
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associated with the brand‖ (Aaker
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Figure 1 - Number of adjectives sel
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Figure 5 - Main attributes of a gol
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Empirical Studies For both studies,
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Figure 2: Perception of the City of
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Co-branding places? Andrea Lucarell
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12. Lucarelli, A., & Berg, P. O. (2
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the place brands, as has been showe
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Session 3.4 Innovation and Entrepre
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The interviews were conducted in th
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Country-of-Origin Effects on Brand
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7. Kaynak, E., Kucukemiroglu, O. &
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Results The demographic profile ind
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use games consoles (Childwise, 2001
Page 159 and 160: Plenary Session 2 Brand Performance
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Page 169 and 170: Concentrating on the actual practic
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Page 183 and 184: A brand-driven strategy oriented to
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Page 245 and 246: Exploring differences in product at
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Page 251 and 252: Sonic branding: A review of literat
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Actually, we don‘t feel constrain
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Introduction Reputation and Financi
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Chun, R. & Davies G. (2009). Employ
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Identity, Reputation and Organizati
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Introduction Factors Affecting Bran
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A quiet important approach then bec
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27. Gentry, C.R., ―Building on Br
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Together these issues have resulted
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elations. If the contact persons tr
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How do you Really Know? Exploring B
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Originality/value The psychology li
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asked ―did you see any of these c
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expressivity (Ω experts = 0,96 p
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Next are brand associations, also r
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Table 1: Selection of variables, it
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Special Session Issues in Brand Gov
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A Competance based Brand: Meaning a
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Session 12.4 Special Session Topic:
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Brand Meaning Co-Creation of Newcom
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Leonor Vacas de Carvalho, Évora Un
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Ronaldo Schutz, University of the A
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