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

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References 1. Aaker D. A. (1991) Managing Brand Equity: Capitalizing the value of the brand name, The Free Press, New York. 2. Aaker, J. and Fournier, S. (1995), A Brand as a Character, a Partner and a Person: Three Perspectives on the Question of Brand Personality, Advances in Consumer Research, Vol. 22, pp 391-395. 3. Aaker, David A. (1996), Building Strong Brands, The Free Press. 4. Balmer, John M. T. (1998) Corporate Identity and the Advent of Corporate Marketing, Journal of Marketing Management Vol. 14 Issue 8. 5. Balmer, J. M. T. e Edmund Gray, (2000), Corporate Identity and Corporate Communications: Creating a Competitive Advantage, Industrial and Commercial Training, Vol. 32, N.º 7, pp. 256-261. 6. Balmer, J.M.T. (2001), The three virtues and seven deadly sins of corporate brand management, Journal of General Management, Vol. 27, No. 1, pp 1-17, Autumn. 7. Balmer, J.M.T (2002a), Ten years - What´s new? WP n. 02/07 (March) http://www.brad.ac.uk/acad/management/external/pdf/workingpapers/Booklet_02-07.pdf in 16/05/2010 8. Balmer, J.M.T.; Edmund Gray (2002b), Comprehending Corporate Brands, WP n.02/33 9. http://www.brad.ac.uk/acad/management/external/pdf/workingpapers/Booklet_02-33.pdf in16/05/2010 10. de Chernatony and McDonald (1992) Creating Powerful Brands: The strategic route to success in consumer, industrial and service markets. Butterworth and Heineman, Oxford. 11. de Chernatony, Leslie (1999), Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation, Journal of Marketing Management, Vol. 15, pp. 157-179. 12. Fournier, S. and Yao, J. (1997), Reviving Brand Loyalty: A Reconceptualization within the Framework of Consumer-Brand Relationships, International Journal of Research in Marketing, Vol. 14, No 5, pp. 451-472. 13. Fournier, S. (1998), Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, Vol. 24, pp 343-373.Fournier and Mick, 1999 14. Hakansson, H. and I. Snehota (1989), No business is an island: the network concept of business strategy, Scandinavian Journal of Management, 5 (3), 187-200. 15. Hakansson H. and Snehota I. eds (1995): Developing Relationships in Business Networks. London: RoutledgeHarris. 16. Harris, Fiona and Leslie de Chernatony (2001), Corporate branding and corporate brand performance, European Journal of Marketing, 35(3/4), p. 441-456. 17. Hatch, Mary Jo e Majken Schultz (2001), Are the Strategic Stars Aligned for Your Corporate Brand? Harvard Business Review, February, pp.129- 134. 18. Hatch, M.J. and M. Schultz (2003), Bringing the Corporation into Corporate Branding, European Journal of Marketing, 37, (7/8), pp. 1041-1064. 19. Kapferer, Jean-Noel (1991), Les Marques, Capital de L´entreprise, Les Editions D´Organisation. 20. Kapferer J-N (2008) The New Strategic Brand Mangement – Creating and sustaining brand equity long term, 4th Edition, Kogan Page. 21. Kennedy, S. H. (1977), Nurturing corporate images – total communications or ego trip? European Journal of Marketing, Vol. 11, pp.120-164. 22. King, Stephen (1991), Brand-building in the 1990s, Journal of Marketing Management, Vol. 7, N.º 1, pp. 3-13. 23. Mannheim, Karl (1950) Freedom, Power and Democratic Planning (ed. Bramsted, E.K. , and Gerth, H., introd. Lowe, Adolph). New York: Oxford University Press. 24. Muniz A. M., O'Guinn TC (2001) Brand Community. J Consumer Research; 27(4), pp. 412–32. 25. Simões, C, Dibb, S, and Fisk, R (2005) Managing corporate identity: an internal perspective, Journal of the Academy of Marketing Science, Vol. 33, no. 2, pp. 153-169. 26. Tajfel, H. and Turner, J. C. (1986). The social identity theory of inter-group behavior. In S. Worchel & L. W. Austin (Eds.), Psychology of Intergroup Relations. Chicago: Nelson-Hall 32
Antecedents And Consequences Of Brand Trust In The Baby Care Toiletries Brands: The Moderating Role Of Mother‘s Big Five Personality Variables. A Conceptual Framework Neha Srivastava, Indian Institute of Management, India Satya Bhushan Dash, Indian Institute of Management, India Amit Mookerjee, Indian Institute of Management, India Purpose of the Paper Brand Trust which is an extension of general trust theory, has gained the attention and popularity among the marketing academia. The validity of the Brand Trust concept has been explored further in many of the contemporary researches, who have tried to develop the notion further. The current study through extensive literature review and primary qualitative research has proposed a model examining antecedents and consequences of brand trust in baby care toiletries product category. Additionally, the comprehensive causal model of brand trust also proposes the moderating effect of mother‘s big five personality trait on brand trust and its antecedents in the baby care toiletries brand category in the Indian context. Study has conceptualized two dimensions of brand trust namely cognitive and affective brand trust influenced by Lewis & Weigert (1985) social trust theory. Cognitive brand trust is defined as the knowledge driven trust based on ‗good reasons‘ of which brand to be chosen, under which respect & under what circumstances. Whereas, affective brand trust is the trust based on the emotional bond between brand and customers. Unlike earlier works on brand trust, this paper has proposed distinct and separate antecedents for developing cognitive and affective brand trust in the context of baby care toiletries brands. Brand competency, brand credibility, brand reputation, value for money and expert opinion are proposed as antecedents for developing cognitive brand trust, whereas, brand intimacy, social influencers, mass media influencers are proposed as antecedents for affective brand trust. Causal relationship between the two dimensions of brand trust is also studied. The study is related to the Indian context where the social information factors such as family, friends, neighbors and professional expert opinion such as medical physicians play crucial role in developing brand trust among the parents of new born. Hence, their role is also studied in developing framework for brand trust. Effort is also made to propose the moderating role of big five personality traits of mothers in influencing the relationship between brand trust and its antecedent variables. Mothers with different personality trait are proposed to develop cognitive and affective brand trust for baby care toiletries brand in different manners. Brand commitment and word of mouth are proposed as consequences of both cognitive and affective brand trust. The present paper which is an offshoot of the ongoing research by the authors is being considered for empirical validation in the emerging market context. In the past, much research has been undertaken for the purchase of different products of grown up kids but not for infant or babies, where the purchase decision is totally in the hands of parents and the infant has no influence on it. Few or little work (Broadbridge and Morgan, 2000; Yee and Chin, 2007; Ballester and Aleman, 2000) has been done with respect to the purchase decision of baby care products. Since, trust is the most essential factor while choosing a baby toiletries product brand, hence, it has become important to study the various variables that an individual considers before developing trust for it. The purpose of the paper can be defined as: To propose the important factors for generating cognitive and affective brand trust in baby care toiletries brands. To propose the consequences of cognitive and affective brand Trust in case of baby care toiletries brands. To propose how the choice criteria differ for mothers with different personality traits. Literature Review Baby care product category is a category where the buyer and the user are different (Prendergast and Wong, 2003) and involves high level of perceived risk. It is a product category where parents are initially unable to judge brand performance as consumption is undertaken by babies or toddlers (Broadbridge and Morgan, 2000). Baby care toiletries brands requires great deal of trust building since parents would hardly purchase any brands for their infants without knowing and trusting it. Baby care product category involves great inherent risk (Ballester and Aleman, 2000) and hence parents would want to purchase the reliable and the most trust worthy brand. Parents for this product category require greater assurance about quality than the price (Broadbridge and Morgan, 2000). Researches have indicated that mothers do not mind paying high to get quality products (Yee and Chin, 2007) and even willing to sacrifice their own purchases (Broadbridge and Morgan, 2000) to buy the trusted brand for their baby. Factors such as brand image, advertisements, friend‘s advice, and brand benefits are empirically tested to form parent‘s perception towards baby product brands (Yee and Chin, 2007). Satisfaction from brand usage experience also constitutes brand trust in this category (Ballester and Aleman, 2000). Place of purchase is also an important determinant in the purchase of baby care products. Medical physician‘s advice is found as an important factor in determining baby food brands (Yee and Chin, 2007). Previous research (Broadbridge and Morgan, 2000) reports that the product reliability and performance are essential elements while selecting a baby care toiletries brand. Brand distinct positioning (Chernatony, 1989) and reputation (Afzal et al., 2010) serves as a strong binding force for the consumers and preventing them to switch to other brands. Brand switching is usually not seen if parents are satisfied with the baby product (Yee and Chin, 2007). Various factors are thus said to build brand trust in case of baby care products. Outcomes of the brand trust in case of baby care products results into long term commitment with the brand and word of mouth behaviour by satisfied mothers to other new mothers. Studies have also indicated that the big five personality characteristics of mothers affect their relationship with the baby (Clark et al, 2000; Verhoeven et al, 2007; Kochanska et al, 2004). This study has classified the mothers on the basis of Big Five personality traits of Neuroticism, Conscientiousness, Agreeableness, Openness, and Extraversion. Mulyanegara et al (2009) in his paper has indicated the relationship between these big five personality traits and brand preference of the customers. These big five personality traits indicates that how mothers falling into different traits 33
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 and 22: Fierman, (1991) found that 47% of c
Page 23 and 24: Multiple Dimensions of Brand Identi
Page 25 and 26: Session 1.3 Corporate Identity, Cor
Page 27 and 28: CSR are the ideals and ethics of co
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Page 31: To study the influence of B2B relat
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
Page 73 and 74: How Important is the Brand Name Ele
Page 75 and 76: References 1. Aaker, D. (1991). Man
Page 77 and 78: Simon Cowell and Branding the X Fac
Page 79 and 80: Dead or Living: Which Celebrity To
Page 81 and 82: 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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