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

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connecting point between the dimensions of brand equity and relationship marketing. The value of the paper is that of deeply understanding the consumers‘ attitude and desired relationship towards the global brand. Liking is a major factor in transforming brand equity into a long-term relationship with global brand. References 1. Biel, A. (1993), ―Converting image into equity‖, in Brand Equity and Advertising, D. Aaker, and A. Biel, Eds., Hillsdale, NJ: Laurence Erlbaum Associates. 2. Bowden, J. (2009), ―Customer engagement: a framework for assessing customer-brand relationships: the case of the restaurant industry‖, Journal of Hospitality Marketing & Management, 18 (6), 574-596. 3. Delgado-Ballesta, E., and Munuera-Aleman, J. (2000), ―Brand trust in the context of consumer loyalty‖, European Journal of Marketing, 35, 1238–1258. 4. Hellofs, L., and Jacobson, R. (1999), ―Market share and customer's perceptions of quality: when can firms grow their way to higher versus lower quality?‖ Journal of Marketing, 63, 16-25. 5. Gerzema, J. (2009), ―The brand bubble‖, Journal of Marketing Research, Spring, 6-11. 6. Hess, J., and Story, J. (2006), ―Trust-based commitment: multidimensional consumer-brand relationships‖, Journal of Consumer Marketing, 22, 312-322. 7. Hu, L. and Bentler, P. (1999), ―Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives‖, Structural Equation Modeling, 6(1), 1-55. 8. Jayanti, R. K. and Whipple, T. W. (2008), ―Like me-like me not: the role of physician likability on service evaluations‖, Journal of Marketing Theory and Practice, 16(1), 79 9. Keller, K. (1993), ―Conseptualizing, measuring, and managing customer-based brand equity‖, Journal of Marketing, 57 (1), 1-22. 10. Kim, C., and Chung, J. (1997), ―Brand popularity, country image, and market share: an empirical study‖, Journal of International Business Studies, 28 (2), 361-386. 11. Kohli, С., and LaBahn, D. W. (1997), ―Observations: creating effective brand names: a study of naming process‖, Journal of Advertising Research, 37 (1), 67-76. 12. Phau, I., and Lau, K. (2000), ―Conceptualising brand personality: a review and research propositions,‖ Journal of Targeting, Measurement and Analysis for Marketing, 9 (1), 52-70. 13. Ramasehsan, B., and Tsao, H.-Y. (2007), ―Moderating effects of the brand concept on the relationship between brand personality and perceived quality‖, Journal of Brand Management, 14 (6), 458-466. 14. Sheth, J. and Parvatiyar, A. (1995), ―Relationship marketing in consumer markets: antecedents and consequences‖, Journal of Academy of Marketing Science, 23 (4), 255-271. 15. Sirgy, M. (1982), ―Self-concept in consumer behaviour: a critical review‖, Journal of Consumer Research, 17, 412-425. 16. Snoj, B., Korda, A., and Mumel, D. (2004), ―The relationships among perceived quality, perceived risk, and perceived product value‖, Journal of Product and Brand Management, 13 (3), 156-167. 17. Steenkamp, J., Batra, R., and Alden, D. (2003), ―How perceived brand globaleness creates brand value‖, Journal of International Business Studies, 34 (1), 53-65. 18. Ulaga, W., and Eggert, A. (2006), ―Relationship value and relationship quality‖, European Journal of Marketing, 40 (3/4), 311-327. 19. Van Rekom, J., Jacobs, G., Verlegh, P., and Podnar, K. (2006), ―Capturing the essence of a corporate brand personality: a western brand in eastern Europe,‖ Journal of Brand Management, 14 (1/2), 114-125. 20. Ye, G., and Van Raaij, F. (2004), ―Brand equity: extending brand awareness and liking with signal detection theory‖, Journal of Marketing Communications, 10, 95-114. 58
The Impact of Relationship Marketing on Reinforcing Corporate Brand, Identity and Reputation: Analysis of Five Sport Cases Ergun Gide, CQUniversity, Sydney Australia S M Riad Shams, CQUniversity, Sydney Australia Introduction A multi-case study research has been conducted on five grown sport cases to realise how they have been utilising RM to reinforce their corporate brand, identity and reputation in the aim of gaining competitive advantage. The aim of the research was to identify the RM perspectives for reinforcing corporate brand, identity and reputation from the RM practices of the cases. Eleven RM indicators, which are actually various RM perspectives that an organisation can employ to enhance competitive advantage, are found in the research. The findings of the study ascertain the analysed RM indicators and the subsequent competitive advantages that an organisation could gain by utilising these RM indicators to reinforce corporate brand, identity and reputation. Therefore, these RM indicators are established for marketers to reinforce corporate brand, identity and reputation. Research Methodology Cricket Australia (CA), Arsenal Football Club, Indian Premier League (IPL), Hawthorn Football Club of Australian Rules Football, and England and Wales Cricket Board (ECB) have been chosen as suitable cases. Data Collection This research utilised documents and or contents review in depth along with its sub categories such as archival records, audio-visual materials as data collection method for the content analysis of the web sites and other publications of the selected cases. Analysis Data analysis was centred on identifying key RM perspectives that these grown cases have been utilising to enhance competitive advantage of their corporate brand, identity and reputation. The analysis pattern of this study followed the case analysis style suggested by Creswell (1998), Dey (1995), Stake (2000, 2003), Stavros (2005) and Yin (2003, 2009). The relevant variables (RM perspectives, which are standardised here as RM indicators) identified from the cases have been analysed through insight, intuition and impression for comprehending whether the identified variables are pertinent to the area of inquiry (impact of identified RM indicators on reinforcing brand, identity and reputation) by direct interpretation and or naturalistic generalisation. Eleven RM indicators are identified from the analysed RM practices (based on their market offerings) of the cases, as different RM perspectives that an organisation can employ to enhance competitive advantage of corporate brand, identity and reputation. Also, the academic significance (relevancy with enhancing competitive advantage) of these RM indicators is recognised based on the findings of various authors (Andersen, 2005; Buttle, 2009; Gummesson, 2002; Ian, 2005; Kurtz, 2009; Lars and Berggren, 2010; Little and Marandi, 2003; Looney and Seiler, 2003; Rajaobelina and Bergeron, 2009; Stavros, 2005). The RM indicators are: ● High stakeholder service, stakeholder commitment and stakeholder contact; ● Relationship and service values instead of bureaucratic legal values; ● Understanding customer and other stakeholder‘s contemporary and latent needs; ● Cherishing Barren Meadow (CBM); ● Flexibility on customer or other stakeholder‘s preferences; ● Proving advantage through customers or other stakeholders‘ experiences; ● Further segmentation of a segmented market or niche marketing; ● Relationship factor focused branding; ● Customisation; ● Orientation on benefits or knowledgeable customers; ● Customer Relationship Management (CRM) and Database Marketing. Synthesis Data synthesis was based on following two criteria: ● Whether the analysed product and service offerings of the cases are associated with one of the RM indicators; ● Summarising the impact of the associated RM indicator with a product or service offering on reinforcing competitive advantage of corporate brand, identity and reputation image of the respective sport case. Findings (Impact of RM Indicator on Reinforcing Competitive Advantage of Corporate Brand, Identity and Reputation of the Analysed Cases) 59
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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
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
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: G. Brand Personality Excitement Hon
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.
Page 83 and 84: has been adopted and within this an
Page 85 and 86: Organizational Factors Contributing
Page 87 and 88: examine and reconcile existing lite
Page 89 and 90: Effects of Corporate Social Respons
Page 91 and 92: 15. Morsing M, & Schultz M. (2006).
Page 93 and 94: 1989). But if the information avail
Page 95 and 96: An Inquiry into Corporate Heritage
Page 97 and 98: 3. Balmer, J. M. T., & Greyser, S.
Page 99 and 100: Research questions and methodology
Page 101 and 102: Building Corporate Reputation: A Di
Page 103 and 104: Session 3.1 Financial vs. Consumer-
Page 105 and 106: For indicating brand equity, one of
Page 107 and 108: 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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