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

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= .94, p > .35) Similarly, H2 was not supported. A comparison of reported attitudes towards the Nutriance brand were not significantly different between subjects exposed to the shampoo prime (M=3.32) and those exposed to the dog prime (M= 3.37, t(36) = .12, p > .9). Discussion Semantic priming involves inducing changes in attitudes and behaviors through the creation of an environment in which subjects are exposed to conceptually related cues (Lee & Labroo, 2004). Research suggests that such priming increases the accessibility in memory of a conceptually related object, which results in positive affect for the target object (Berger & Fitzsimmons, 2008; Labroo, Dhar &Schwarz, 2007; Reber, Schwarz & Winkielman, 2004). The present study examines the robustness of semantic priming in the context of a novel-- an environment in which semantic priming is surrounded by the clutter of the author‘s plot. The results of a laboratory experiment indicate that semantic priming fails to induce significant effects on attitudes towards conceptually related brands when semantic primes are located within the context of a novel. This result was unaffected by the valence of the prime. This study extends research on both brand placement in novels as well as semantic priming. Previous research has examines the effects of brands placed in a novel on brand recall (Brennan, 2008; Brennan, 2009), rather than brand attitudes. Furthermore these previous studies on brand placement have examined the effects of an explicit brand placement rather than the effects of primes that are semantically related to a brand that is not explicitly mentioned in the text. Brennan (2009) reported that the effects of the clutter (plot development) that surround explicit brand placements in a novel suppress the part-list cueing effect—the finding that when subjects are exposed to a brand name their ability to freely recall competitive brands is impaired (Alba & Chattopadhyay, 1985; Alba & Chattopadhyay,1986). The results of the present study suggest that clutter has a similar attenuating effect on semantic priming—and effect that has been supported in environments in which the primes are isolated (Labroo, Dhar &Schwarz 2007; Labroo & Lee, 2004). The study also has practical implications for authors and brand managers involved in the negotiation of brand placement contracts in the USA. Historically, authors were not required to disclose the fact that they had been compensated for including references to specific brands (Brennan, 2008), and so readers were unable to distinguish between brand placements and those that the author had included merely to add realism to a character or plot. In 2009, however, the Federal Trade Commission report Guides Concerning the Use of Endorsements and Testimonials in Advertising issued new guidelines requiring the disclosure of any material connection between the endorser and the seller of a product when such a connection is not reasonably expected by an audience. Brand managers who attempt to evade the disclosure rules by compensating an author for semantic primes which may be conceptually related to their brand are likely to be disappointed by the results of the present study. Before brand managers abandon the strategy of using semantic priming in novels, however, future research should consider whether making the semantic primes the central focus of a chapter will overcome the attenuating effects of clutter that were observed in the present study. References 1. Alba, J. W., & Chattopadhyay, A. (1985). The effects of context and part-category cues on the recall of competing brands. Journal of Marketing Research, 22(3) 340-349. 2. Alba, J. W., & Chattopadhyay, A. (1986). Salience effects in brand recall. Journal of Marketing Research, 23(4), 363-369. 3. Anon, (1765), The history of Little Goody Two Shoes. London: John Newbery. 4. Bargh, J. A., Chen, M., & Burrows, L. (1996). Automaticity of social behavior: Direct effects of trait construct and stereotype activation on action. Journal of Personality & Social Psychology, 71(2), 230-244. 5. Berger, J., & Fitzsimons, G. (2008). Dogs on the street, pumas on your feet: How cues in the environment influence product evaluation and choice. Journal of Marketing Research, 45(1), 1-14. 6. Brennan, I. (2008). Brand placement in novels. International Journal of Advertising, 27(4), 495-509. 7. Brennan, I. (2009 September), Brand placement in novels: The robustness of the part-list cueing effect. Paper presented at the 5 th International Conference of the Academy of Marketing‘s Brand, Identity and Corporate Reputation SIG, Cambridge, England. 8. Brennan, I., Dubas, K. M. and Babin, L. A. (1999). The influence of product-placement type and exposure-time on product-placement recognition. International Journal of Advertising, 18(3), 323-337. 9. Federal Trade Commission. (2009). Guides concerning the use of endorsements and testimonials in advertising (Federal Trade Commission 16 CFR Part 255). Retrieved from http://www.ftc.gov/os/2009/10/091005revisedendorsementguides.pdf 10. Karrh, J. A. (1998). Brand placement: A review. Journal of Current Issues & Research in Advertising, 20(2), 31-49. 11. Labroo, A. A., Dhar, R., & Schwarz, N. (2008). Of frog wines and frowning watches: Semantic priming, perceptual fluency, and brand evaluation. Journal of Consumer Research, 34(6), 819-831. 12. Lee, A. Y., & Labroo, A. A. (2004). The effect of conceptual and perceptual fluency on brand evaluation. Journal of Marketing Research), 41(2), 151-165. 13. Macrae, C. N., & Johnston, L. (1998). Help, I need somebody: Automatic action and inaction. Social Cognition, 16 14. Meyer, S. (2005). Twilight. NewYork, NY: Little, Brown and Company 15. Nelson, R. A. (2004). The Bulgari connection: A novel form of product placement. Journal of Promotion Management, 10(1), 203-212. 16. Petrecca, L. (2006). Authors strike deals to squeeze in a few brand names. USA Today, 17. Reber, R., Schwarz, N., & Winkielman, P. (2004). Processing fluency and aesthetic pleasure: Is beauty in the perceiver's processing experience? Personality & Social Psychology Review (Lawrence Erlbaum Associates), 8(4), 364-382. 18. Whittlesea, B. W. A. (1993). Illusions of familiarity. Journal of Experimental Psychology / Learning, Memory & Cognition, 19(6), 1235. 19. Winkielman, P., & Fazendeiro, T. A. (2003). The role of conceptual fluency in preference and memory. San Diego, CA: University of California. 240
What keeps smokers from quitting? Uncovering attribute-based loyalty determinants in cigarette brands Athanasios Krystallis, Aarhus School of Business and Social Sciences, Denmark Purpose Recently, a number of studies have examined the possibility of better explaining the loyalty structure of brands based on various product attributes or ―variants‖ (Trinh et al, 2009). From this perspective, it is considered that a product category consists of subcategories according to product variants, and that each of these subcategories performs differently in terms of loyalty, obtaining its own attribute-level loyalty (Chrysochou, Krystallis, & Rungie, 2008; Krystallis & Chrysochou, 2011). The present work aims to uncover product variants that possibly contribute to brand performance and loyalty creation in the tobacco category. More specifically, based on four differentiated product variants (i.e. nicotine/tar content, length, flavour and thickness) the category is divided into a number of sub-categories comprising differentiated or regular cigarette versions (i.e. light vs. regular nicotine/tar content, long vs. normal, menthol vs. regular, and slim vs. regular). The objective of the work is to provide a deeper understanding of the exact contribution of each variant in market performance and/or loyalty outcomes. From a methodological point of view, the present study combines the stochastic and the deterministic approaches to measuring brand loyalty using the Dirichlet model for describing patterns of attribute-based loyalty behaviour. Data based on the Juster Probability Scale is collected from a sample of N=155 smokers in Iceland through a questionnaire completion task. All sample participants are Icelanders who expressed their conscious effort to quit smoking, so this work intends to bring into light the cigarette product variants that operate as marketing-related loyalty ―hooks‖ that keep smokers from fulfilling their expressed want to exit the market. According to the Public Health Institute of Iceland (ATVR, 2010), 21.6 percent of people between 15 and 89 years of age smoke every day. Icelanders bought at average 50.55 packs per person in 2008, 7.2 percent less than in 2003. Smoking has been prohibited in Iceland in most public places for several years, while it is the first country in the world to ban tobacco advertisements in all mass media in the 1970‘s. Tobacco brand prices in the Icelandic market essentially do not differ across brands and are set at a very high level (more than €5.5 per pack). Methodology A well-known model for studying repeat-purchase behaviour from a stochastic approach is the Dirichlet model (Goodhardt, Ehrenberg, & Chatfield, 1984; Ehrenberg, 1988; Wright, Sharp, & Sharp, 1998). The Dirichlet model calculates the probability of how many purchases each customer will make in a specific time period, as well as specifies the probability of each brand being bought on each purchase occasion. The model assumes that each consumer has a certain probability to buy a specific brand and that this probability is steady over time. Moreover, each consumer is seen to choose from a repertoire of brands, typically buying one brand more often than another. This steady but divided brand loyalty differs across heterogeneous consumers and aggregates to brand performance measures (BPMs, i.e. brand and category penetration, brand and category purchase frequency and brand market share) that follow certain patterns from brand to brand. The only input needed to calibrate the model is the overall incidence of a brand being chosen. In order to describe and predict purchase behaviour, the Dirichlet model is used as a benchmark tool by comparing theoretical BPMs for a given brand as estimated from the Dirichlet model to its observed BPMs derived from the data (Li, Habel, & Rungie, 2009). Thus, in order to apply the Dirichlet model one has to provide to the model certain inputs from the initial dataset (i.e. the observed BPMs). Wright, Sharp, & Sharp (2002) explain in details how these inputs can be generated. Moreover, the main measure used for assessing loyalty at the category, product attribute or brand levels is the polarization index φ (Rungie, 2004; Rungie, Laurent, O‘Riley, & Morrison, 2005). This measure captures heterogeneity in consumers‘ choices and varies from 0 to 1. Zero indicates pure homogeneity in consumer choice, meaning that all consumers have the same brand choice probabilities; whereas 1 indicates maximal heterogeneity, i.e. when each consumer always buys only his/hers favourite brand. In a perfect Dirichlet market all brands would have the same polarization value, identical to the category polarization. However, real markets are rarely perfect Dirichlet and the brand level polarization differs. This difference represents the degree to which the brand systematically deviates from perfect Dirichlet in terms of its loyalty metrics (Li et al., 2009). Rungie, Goodman & Lockshin (2006) first outlined the use of polarisation to examine attribute-based loyalty (i.e. loyalty to price tiers). An approach to estimate BPMs and polarisation is to use stated preference data. Juster (1966, in Wright et al., 2002) developed the 11-point Juster Probability Scale (JPS) that can be applied in a questionnaire survey context. Respondents are asked to state their possibility to buy a certain brand within a product category over a certain future period of time. The answers are on a scale from 0 to 10, where zero stands for ―(almost) no chance (1 in 100 times)‖, and 10 stands for 241
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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
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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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Page 203 and 204: When Individual Experience becomes
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Page 213 and 214: Analysis and results We assessed th
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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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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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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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