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

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directed towards a wider sample of respondents through web forums to enable greater and more in-depth insights. A continuation of this research should also be extended to target specific retail organisations. Therefore future research should aim to enhance the exploration between the relationships of the organisations and the end consumer. Replication of the study with a wider sample within the retail food and drinks sector might increase the reliability of the results. 6. Summary In this research it was sought to explore consumer insights regarding corporate social responsibility and environmental marketing. A review of secondary literature established that organisations such as Marks and Spencer have left a brand trail from its history to present day in terms of their activities. It is argued that although this information is readily available for consumers, it is not immediately apparent to them. Consumers will have to seek this information out, if they want to know more about organisations. The findings from the online forum identified many indicators which prevent consumers from taking action. These are factors such as price, convenience and also trust. Some respondents who participated in the forum believed that organisation are about making profit, while other respondents state that they would be happy to shop with a more environmentally aware agenda. However budgets are preventing them from taking action. 7. References 1. Aaker, D. (2008), Strategic Market Management, (8 th Edition), Univ. of California, Berkeley, John Wiley and Sons Inc. 2. Argenti, P. & Druckenmiller, B. (2004). Reputation and the corporate brand, Corporate Reputation Review, Vol 6, Issue 4, pp 368-374. 3. Balmer, J. (2001). Corporate identity, corporate branding and corporate marketing-Seeing through the fog. European Journal of Marketing, Vol 35, Issue 3- 4, pp 248-291. 4. Balmer, J. & Greyser, S. (2006). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, Vol 40, Issue 7-8, pp 730-741. 5. Bickerton, D. (2000). Corporate reputation versus corporate branding: the realist debate. Corporate Communications: An International Journal, Vol 5, Issue 1, pp 42-48. 6. Brassington, F. & Pettitt, S. (2003) Principles of Marketing, 3rd Edition Harlow, Prentice Hall. 7. Boddy, D. (2008) Management: an Introduction 4th Edition, Essex: Pearson Education Limited. 8. Bronn, P. & Vrioni, A. (2001). Corporate social responsibility and cause-related marketing: an overview. International Journal of Advertising, Vol 20, Issue 2, pp 207-222. 9. Dawkins, J. & Lewis, S. (2003) CSR in Stakeholder Expectations: And Their Implication for Company Strategy. Journal of Business Ethics, Vol 44, Issue 2, pp 85-193. 10. Elliott, R. & Percy, L. (2007) Strategic Brand Management, London, Oxford University Press. 11. Fan, Y. (2005) Ethical branding and corporate reputation. Corporate Communications: An International Journal, Vol 10, Issue 4, pp 341-350. 12. Gotsi, M. & Wilson, A. (2001). Corporate reputation management: ―living the brand‖. Management Decision, Vol 39, Issue 2, pp 99-104. 13. Gotsi, M. & Wilson, A. (2001). Corporate reputation: seeking a definition. Corporate Communications: An International Journal, Vol 6, Issue 1, pp 24-30. 14. Harris, F. & De Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing, Vol 35, Issue 3-4, pp 441- 456. 15. Kitchin, T. (2003). Corporate social responsibility: A brand explanation. Journal of Brand Management, Vol 10, Issue 4, pp 312-326. 16. Kotler, P. & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. The Journal of Brand Management, Vol 9, Issue 4, pp 249-261. 17. Kozinets, R.V. (1998). On netnography. Initial reflections on consumer investigations of cyberculture, Advances in Consumer Research. Association for Consumer Research, Provo, UT, Vol. 25, pp. 366-71. 18. Langer, R. & Beckman, S.C. (2005). Sensitive research topics: Netnography revisited. Qualitative Market Research: an International Journal, Vol 8, pp. 189–203. 19. Lewis, S. (2003). Reputation and corporate responsibility. Journal of Communication Management, Vol 7, Issue 4, pp 356-366. 20. Low, G. & Fullerton, R. (1994). Brands, brand management, and the brand manager system: A critical-historical evaluation. Journal of Marketing Research, Vol 31, Issue 2, pp 173-190. 21. Mathur, L. & Mathur, I. (2000). An Analysis of the Wealth Effects of Green Marketing Strategies. Business Research, Issue 50, pp 193 - 200. 22. Melewar, T. & Jenkins, E. (2002). Defining the Corporate Identity Construct. Corporate Reputation Review, Vol 5, Issue 1, pp 76-90. 23. Mendleson, N. & Polonsky, J., Michael, (1995). Using Strategic Alliances to Develop Credible Green Marketing. Journal of Consumer Marketing, Vol 12, issue 2, pp 4 -18. 24. Middlemiss, N. (2003). Authentic not cosmetic: CSR as brand enhancement. The Journal of Brand Management, Vol10, Issue 4, pp 353-361. 25. Miles, P., Morgan & Covin, G, Jeffrey. (2000). Environmental Marketing: A Source of Reputational, Competitive, and Financial Advantage. Journal of Business Ethics, Issue 23, pp 299-311. 26. Morsing, M. & Schultz, M. (2006). Corporate social responsibility communication: stakeholder information, response and involvement strategies. Business Ethics: A European Review, Vol 15, Issue 4, pp 323-338. 27. Park, W., Jaworski, B. & Maclnnis, D. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, Vol 50, pp 135-145. 28. Polonsky, M. & Jevons, C. (2006). Understanding issue complexity when building a socially responsible brand. European Business Review, Vol 18, Issue 5, pp 340-349. 29. Polansky, M. (1995). Incorporating the natural environment in corporate strategy: a stakeholder approach. The Journal of Business Strategies, Vol12, Issue 2, pp 151-168. 30. Polonsky, M, (1995) A Stakeholder Theory Approach to Designing Environmental Marketing Strategy, Journal of Business and Industrial Marketing, Vol 10, Issue 3, pp 26 – 46 31. Schultz, M., Hatch, M. & Larsen, M. (2000). The Expressive Organization: Linking Identity, Reputation and the Corporate Brand. Corporate Reputation Review, Vol 3, Issue 3, pp 276-278. 32. Van Riel, C. & Balmer, J. (1997). Corporate identity: the concept, its measurement and management. European Journal of Marketing, Vol 31, Issue 5-6, pp 340-355. 33. West, D, Ford J and Ibrahim, E, (2006), Strategic Marketing Creating Competitive Advantage, Oxford, University Press, Oxford, London 34. White, P. ( 2009). Building a Sustainability Strategy Into the Business, Emerald Publishing Limited, Vol 9, Issue 4, pp 386 – 394 35. Wright, L, and Crimp, M. (2000). The Marketing Research Process, 5 th Edn, Financial Times/ Prentice Hall, London. 35.1. Websites 36. Marks and Spencer (2011) Plan A Doing The Right Thing, http://plana.marksandspencer.com/about 37. Mintel (2007) Impact of the Environment (The) - UK - April 2007. Mintel Oxygen. http://academic.mintel.com/sinatra/oxygen_academic/display/id=220126/display/id=220126/display/id=220126/display/id=220126 38. Mintel (2007) Green and Ethical Consumers – UK http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=221206 39. Mintel (2008) Ethical and Green Retailing - UK 40. Mintel International Group. http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=280622 41. Stafford Forum, (2010) Marketing Environmental Issues. http://www.staffordforum.com/viewtopic.php?id=5537 22
Multiple Dimensions of Brand Identification: Exploring New Links among Consumer and Brands Eliane Cristine Francisco Maffezzolli, PUC, Brazil Paulo Henrique Muller Prado, UFPR, Brazil Jordi Montaña, Universitat de Vic, ESADE, Spain Isa Moll, ESADE, Spain Introduction The brand identification concept addresses the consumer-brand relationship gap found in previous brand-consumer theory. It relates to how a brand ―fits‖ the consumer identity and could help him feel included, respected, and recognized by groups. In other words, this construct answers the question ―how much does this brand fit me?‖ (Kuenzel & Halliday, 2008; Tildesley & Coote, 2009; Francisco-Maffezzolli; Prado & Montaña, 2010). According to Social Identity Theory - SIT (Tajfel, 1984; Ashforth & Mael, 1989; Reed II, 2002) and Self-Congruity Theory - SCT (Sirgy, 1982; 1986) brand identification can be understood as a multidimensional construct, defined by four dimensions. They are: (1) Cognitive dimension, related to the knowledge level of the brand (Heere & James, 2007); (2) Affective dimension, the emotional element that occurs through feelings and self connection with a brand (Heere & James, 2007); (3) Evaluative dimension, addresses public and private evaluations (Ashmore, Deaux & MacLaughlin-Volpe, 2004, Heere & James, 2007); and, (4) Behavioral dimension, deals with involvement and action through the brand (Ashmore, Deaux & MacLaughlin-Volpe, 2004, Heere & James, 2007). Francisco-Maffezzolli et al. (2010) stress that these dimensions were not tested with empirical research and still need more theory development to be understood. According to this, the purpose of this research was to analyze each brand identification dimensions in order to provide an empirical test and development to the brand and identity field. The cognitive dimension is related to the knowledge level that someone has about a brand and that is obtained through direct or indirect experiences. Heere and James (2007) add to this definition the meaning of the content and the significance of the experience. In other words, the knowledge about a brand is related to what someone knows about a brand (content) and how this information affects the respondent (significance). In a complementary perspective, Underwood, Bond and Baer (2001) argue that this knowledge is also related to the history, values, beliefs of a brand and experience. Affective literature supports the notion that brands are built by two main elements: rational and emotional. Further, both of these aspects have relevance during the buying process. Therefore, brands have a double appeal, one for the head and one for the heart (Zambardino & Goodfellow, 2007). Affective dimension is the emotional element of identification that occurs though sentiments and self connection with a brand. The evaluative dimension is defined by the positive or negative attitude that someone develops during selfcategorization (Ashmore, Deaux & MacLaughlin-Volpe, 2004). These attitudes can be influenced by two types of judgments: public and private. The first one is related to the manner in which others view a person. The later represents the manner which he/she views himself/herself. In an empirical study, Heere and James (2007) showed the relevance of these two evaluations according to the Social Identity Theory. The behavioural dimension is related to the involvement level of an individual‘s actions towards a brand. These actions are usually related to reinforcing social or personal identities (Ashmore et al., 2004; Bearden & Etzel, 1982). This concept is also related to the interest of an individual to keep his/her identity from being part of the same group. For instance, the behavioural involvement in Heere & James (2007) research could be seen as the frequency of matches that someone can go in a month/year of team sponsored by a brand, or even by the quantity of products bought with a particular brand displayed on it (example: uniforms, posters, etc). Therefore, this dimension also considers the positive aspects of being a consumer/user of a particular brand and the how others recognize a person for consuming a particular brand. Methodology The methodological approach was conducted through three main steps: (1) a qualitative approach with 19 consumers to better understand the brand identification phenomena, (2) a survey online, with 194 cases in order to check scales validity and reliability and (3) a survey with 780 consumers collected by personal approach, to test the brand identification dimensions according to a second order factor analysis. After this, all the four dimensions were analysed with linear regression to check how they could impact brand preference. This last empirical research used four brands commercialized in the Brazilian automobile industry. The brands were: Fiat, Honda, Renault and Volkswagen. Main Results Major findings reveal the multiple dimension characteristic of brand identification. The second order factor analysis goodness of fit was acceptable: X ² = 328,84, df = 86, p-value
Page 1 and 2: Book of Proceedings Brand, Identity
Page 3 and 4: Session 1.1 Emotional Branding in T
Page 5 and 6: p.31) consumers tend to those sourc
Page 7 and 8: Tables and figures Brand perception
Page 9 and 10: Malaysia‘s Global Halal Hub - ―
Page 11 and 12: Birds of a Feather Consume Sports T
Page 13 and 14: Session 1.2 How is Social Media, li
Page 15 and 16: 2. Interviews made with the adminis
Page 17 and 18: Table-5 Facebook Members of Homeles
Page 19 and 20: content (UGC) or even direct intera
Page 21: Fierman, (1991) found that 47% of c
Page 25 and 26: Session 1.3 Corporate Identity, Cor
Page 27 and 28: CSR are the ideals and ethics of co
Page 29 and 30: Corporate Brand Identity Management
Page 31 and 32: To study the influence of B2B relat
Page 33 and 34: Antecedents And Consequences Of Bra
Page 35 and 36: 22. Gurviez, P., and Korchia, M. (2
Page 37 and 38: Non-monetary factors, such as effor
Page 39 and 40: 23. Holbrook, M.B. (2006). Consumpt
Page 41 and 42: Brand Extensions and Culture: The I
Page 43 and 44: avoidance tend to prefer more infor
Page 45 and 46: Virtual Internal Brand Communities:
Page 47 and 48: References 1. Algesheimer, R., Dhol
Page 49 and 50: associations based on their percept
Page 51 and 52: shift in the psychological contract
Page 53 and 54: 10. Berthon, P., Ewing, M., & Hah,
Page 55 and 56: Session 2.1 Global Brand Relationsh
Page 57 and 58: G. Brand Personality Excitement Hon
Page 59 and 60: The Impact of Relationship Marketin
Page 61 and 62: ‗United 2010-one for all, all for
Page 63 and 64: Brand Equity Trends in Top Global B
Page 65 and 66: Uncovering ‗Meanings‘ through A
Page 67 and 68: 45. Melewar, T.C. and Saunders, J.
Page 69 and 70: Thus, from a design perspective, we
Page 71 and 72: 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
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Concentrating on the actual practic
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ooking attractive in greater detail
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Session 7.2 Brand Personification a
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Importance of Country Image to Mega
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Table 1: Evaluative Responses for t
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To be Similar or Unique? Implicatio
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Brown, T. J., Dacin, P. A., Pratt,
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A brand-driven strategy oriented to
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Rheingold, H. (1993). The Virtual C
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A Framework for Public Sector Brand
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Conclusion Public sector organisati
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A strategic investigation into the
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There are also some changes in term
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Brand Hypocrisy Sanne Frandsen, Cop
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Table 1: Empirical Findings Theory
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Brand Governance in Social Networki
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Determinants Brand Orientation Va
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When Individual Experience becomes
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Impact of Storytelling on Consumer
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The Role of Communication in Establ
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Culture‘s Influence on Consumer P
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+ Top-Down Dynamic between Luxury F
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Analysis and results We assessed th
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An Exploration of Own Brand Retaile
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11. ETI 2010. Ethical Trading Initi
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When investigating unique significa
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Session 8.2 Closing the Gaps - the
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accomplishing reality rather than d
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Reddy, 1998, p.40). As a result, br
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Figure 2: Doves Real Beauty Billboa
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Literature review, as a complete re
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Segmenting McDonalds: Measuring Bra
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A simple eyeballing of the segment
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Segment 2 Segment 3 Segment 4 235
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Session 8.3 Brand Attitudes and the
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when preceded with the related conc
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What keeps smokers from quitting? U
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Table 1: Description of the cigaret
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Exploring differences in product at
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Based on the results some general c
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Data was collected by independent j
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Sonic branding: A review of literat
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How is green seen? Exploring the im
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were in evidence. The inability to
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Generally speaking, people use exte
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How Retail Banks Use Atmosphere to
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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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