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

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This study casts also doubts over previous sponsorship methodologies. If ‗FoI‘ is found to demonstrate an appreciable significant contribution to typicality, it suggests that previous research should also have considered brands subjects knew or were assumed to be sponsors and not just a (relevancy) congruity aspect. Investigating sponsorship within a goal-derived category framework has much potential but there are still many areas which could be considered further. Future research could examine specific events or team sponsors or perhaps an alternative measure of ‗expertise‘. Finally, Fleck and Quester (2007) developed an expectancy-congruity and relevancy congruity scale for sponsorship. These two scales would appear to be closely linked to ‗FoI‘ and ‗ideals‘ respectively so it would seem appropriate to test this relationship as well. Key References 1. Barsalou, L.W. (1985). Ideals, Central Tendency, and Frequency of Instantiation as Determinants of Graded Structure in Categories. Journal of Experimental Psychology: Learning, Memory and Cognition, 11 (4), 629-654. 2. Cornwell, T. B., Relyea, G., Irwin, R., & Maignan, I. (2000). Understanding Long-term Effects of Sports Sponsorship: Role of Experience, Involvement, Enthusiasm and Clutter. International Journal of Sports Marketing and Sponsorship, 2 (2), 127-143. 3. Dickerson, M., & Gentry, J.W. (1983). Sports Enthusiasm Scale. In: Bruner II, G., & Hensel, P. (Eds.), Marketing Scales Handbook: A Compilation of Multi-item Measures (pp. 578-579). Chicago: American Marketing Association 1. 4. Fleck, D.N., & Quester, P. (2007). Birds of a Feather Flock Together…Definition, Role and Measure of Congruence: An Application to Sponsorship. Psychology and Marketing, 24 (11), 975-1000. 5. Loken, B., Barsalou, L. W. & Joiner, C. (2008). Categorization Theory and Research in Consumer Psychology. In: C. P. Haugtvedt, P. M. Herr & F. R. Kardes (Eds.), Handbook of Consumer Psychology (pp. 133–163). Hove: Taylor & Francis Group. 6. Noseworthy, T. J., Finlay, K., & Islam, T., (2010). From a Commodity to an Experience: The Moderating Role of Thematic Positioning on Congruity-Based Product Judgment. Psychology & Marketing, 27 (5), 465-486. 7. Rosch, E., Simpson, C., & Miller, R. S. (1976). Structural Bases of Typicality Effects. Journal of Experimental Psychology: Human Perception and Performance, 2 (4), 491-502. 8. Suh, J.-C. (2009). The Role of Consideration Sets in Brand Choice: The Moderating Role of Product Characteristics. Psychology & Marketing, 26 (6), 534-550. 220
Session 8.2 Closing the Gaps – the Identity Struggle around GAP‘s Re-branding Veronika V. Tarnovskaya, Lund School of Economic Research, Sweden Dove Repositioning – ‗The Dark Side‘ Joanne McCloskey, University of Bath, U.K. Zoe Lee, University of Bath, U.K. Michael Beverland, University of Bath, U.K. An Analysis of the Rebranding Opportunity against the Contemporary Challenges of Australian International Education Industry Ergun Gide, CQUniversity, Australia S M Riad Shams, CQUniversity, Australia Segmenting McDonalds: Measuring Brand Map Attractiveness Alan French, Loughborough University, UK Gareth Smith, Oxford Brookes University, UK 221
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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
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Plenary Session 2 Brand Performance
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Uncles, M.D. & Kwok, S. (2008). Gen
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Brand Management Framework Empirica
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Coneptualising Branding in Indian P
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characteristics could be zeroed upo
Page 169 and 170: Concentrating on the actual practic
Page 171 and 172: ooking attractive in greater detail
Page 173 and 174: Session 7.2 Brand Personification a
Page 175 and 176: Importance of Country Image to Mega
Page 177 and 178: Table 1: Evaluative Responses for t
Page 179 and 180: To be Similar or Unique? Implicatio
Page 181 and 182: Brown, T. J., Dacin, P. A., Pratt,
Page 183 and 184: A brand-driven strategy oriented to
Page 185 and 186: Rheingold, H. (1993). The Virtual C
Page 187 and 188: A Framework for Public Sector Brand
Page 189 and 190: Conclusion Public sector organisati
Page 191 and 192: A strategic investigation into the
Page 193 and 194: There are also some changes in term
Page 195 and 196: Brand Hypocrisy Sanne Frandsen, Cop
Page 197 and 198: Table 1: Empirical Findings Theory
Page 199 and 200: Brand Governance in Social Networki
Page 201 and 202: Determinants Brand Orientation Va
Page 203 and 204: When Individual Experience becomes
Page 205 and 206: Impact of Storytelling on Consumer
Page 207 and 208: The Role of Communication in Establ
Page 209 and 210: Culture‘s Influence on Consumer P
Page 211 and 212: + Top-Down Dynamic between Luxury F
Page 213 and 214: Analysis and results We assessed th
Page 215 and 216: An Exploration of Own Brand Retaile
Page 217 and 218: 11. ETI 2010. Ethical Trading Initi
Page 219: When investigating unique significa
Page 223 and 224: accomplishing reality rather than d
Page 225 and 226: Reddy, 1998, p.40). As a result, br
Page 227 and 228: Figure 2: Doves Real Beauty Billboa
Page 229 and 230: Literature review, as a complete re
Page 231 and 232: Segmenting McDonalds: Measuring Bra
Page 233 and 234: A simple eyeballing of the segment
Page 235 and 236: Segment 2 Segment 3 Segment 4 235
Page 237 and 238: Session 8.3 Brand Attitudes and the
Page 239 and 240: when preceded with the related conc
Page 241 and 242: What keeps smokers from quitting? U
Page 243 and 244: Table 1: Description of the cigaret
Page 245 and 246: Exploring differences in product at
Page 247 and 248: Based on the results some general c
Page 249 and 250: Data was collected by independent j
Page 251 and 252: Sonic branding: A review of literat
Page 253 and 254: How is green seen? Exploring the im
Page 255 and 256: were in evidence. The inability to
Page 257 and 258: Generally speaking, people use exte
Page 259 and 260: How Retail Banks Use Atmosphere to
Page 261 and 262: Actually, we don‘t feel constrain
Page 263 and 264: Introduction Reputation and Financi
Page 265 and 266: Chun, R. & Davies G. (2009). Employ
Page 267 and 268: Identity, Reputation and Organizati
Page 269 and 270: 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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