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

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full-profile conjoint analysis technique. Finally participants completed a series of qualitative questions about the impact that they considered a change in the brand name of their selected product would have on them. The conjoint analysis software used ordinary least squares (OLS) multiple regression to estimate the value placed on each attribute level by individual participant. Statistical analysis on all the obtained quantitative data was subsequently performed using SPSS16. Reliability was built into the experiment in two ways. Firstly Sawtooth CVA calculated an R-squared measure based on how consistent participants were in their product option preferences. Secondly quantitative and qualitative data from each participant was compared to determine the degree of correspondence. The calculated R-squared value for each of the hundred participants ranged from 0.58 to 0.94 with a mean of 0.82 and a standard deviation of 0.074. 74% of participants were identically classified from their quantitative and qualitative data. Taken together these indicate that the study carried a high degree of reliability. Major Findings The obtained distribution of the relative monetary value of the current brand name is shown below in Figure 1. This distribution is not normally distributed and has a mean of 20.92 and the standard deviation of 48.18. This obtained distribution shows that on average the existing brand name was valued by the participants as having the relative monetary value of 20.9% of the existing price of the product. In other words participants on average would be indifferent between either a product increasing its price by 20.9% or the product changing its brand name. However it can be seen from the standard deviation and the shape of Figure 1 that it would be inappropriate to simply consider this finding at the level of the mean but this variability of the relative monetary value of current brand name should be acknowledged and explored. In particular three separate groups of participants can be identified. For 19 of the participants the existing brand name had Nil or a small negative value. 68 participants held a Moderate positive value for the existing brand name (0 to 30%); with 57 of these 68 holding a value less than 15% of existing price. 13 participants placed a significant positive value on the existing brand name. There is a clear distinction between this final group of participants and the Moderate positive value group, as the value placed on the current brand name by participants within this group ranged from over 60% to almost 285% of current price. This variability in value placed on brand name could not be statistically related to age or gender. Surprisingly an investigation using Spearman rho correlation coefficient also revealed no statistical correlation between brand name value and the associated involvement score (rho= -.045, n= 100, p= 0.66). However a Mann-Whitney test revealed a statistically significant difference in value placed on brand name between where a new brand name was not given to participants (Md=3.169, n=33) and where a new brand name was given to participants (Md=9.41, n=67), (U= 708, z= -2.914, p= .004). One interpretation of this finding is that inclusion of an actual changed brand name within the conjoint analysis task, as opposed to simply the discussion of the idea of a change in brand name, increased the realism of the task to the participant and resulted in a more elevated consideration of the value of the current brand name to them. It could be argued that the more considered approach provides a more accurate measure of brand name element value. Contribution The research provides a rare and required insight into the importance placed on the brand name element for established products and services by consumers. It also highlights that there is significance variance in this value, which cannot be explained by some of the more obvious variables and requires additional research including its generalisability. In particular it suggests that some of the statements made within the mainstream branding literature such as Keller (2003: p.181) ‗Consider brand names-perhaps the most central of all brand elements...‘ may require qualification. The overall assumption that brand name plays a central role for established products appears to mask firstly a large proportion of consumers where it has a minimal role and secondly a minority of consumers where its role is overwhelming. Figure 1 Distribution of Relative Monetary Value of Current Brand Name 74
References 1. Aaker, D. (1991). Managing Brand Equity. New York: Macmillan. 2. Bruner, G. C., Hensel, P. J. & James, K. E. (2005). Marketing Scales Handbook Volume IV. Chicago: Thomson. 3. Carroll, J. D. & Green, P. E. (1995). "Psychometric Methods in Marketing Research: Part 1. Conjoint Analysis". Journal of Marketing Research, Vol. 32, pp.385-391. 4. de Chernatony, L. & McDonald, M. (2006). Creating Powerful Brands. Oxford: Elsevier. 5. Dickson, M. A. (2005). "Identifying and Profiling Apparel Label Users". In Harrison, R.,Newholm, T. & Shaw, D. (Eds.), The Ethical Consumer (pp.155-171). London: Sage. 6. Friedman, H.H. & Dipple, W.S. (1978). ―The Effects of Masculine and Feminine Brand Names on the Perceived Taste of a Cigarette‖. Decision Sciences, Vol. 9, pp. 467-77. 7. Gibson, L.D. (2005). ―Brand Name Power‖. Marketing Research, Vol. 17, pp. 29-31. 8. Green, P. E. & Srinivasan, V. (1990). "Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice". Journal of Marketing, Vol. 54, pp.3-19. 9. Keller, K.L. (2003). Strategic Brand Management. New Jersey: Prentice-Hall. 10. Malhotra, N. K. & Birks, D. F. (2007). Marketing Research: An Applied Approach. Harlow: Prentice Hall. 11. Mehrabian, A. & Wetter, R.D. (1987). ―Experimental Test of an Emotion-Based Approach to Fitting Brand Names to Products‖. Journal of Applied Psychology, Vol. 72, pp. 125-130. 12. Orme, B. K. (2006). Getting Started with Conjoint Analysis. Madison: Research Publishers. 13. Riezebos, H.J. (1994). Brand-Added Value-Theory and Empirical Research about the Value of Brands to Consumers. Delft: Eburon 14. Thomas-Miller, J., Ogden, J. R. & Latshaw, C. A. (2000). "Using Trade-off Analysis to 15. Determine Value-Price Sensitivity of Custom Calling Features". American Business Review, Vol.16, pp.8-13. 16. Vriens, M. (1994). "Solving Marketing Problems with Conjoint Analysis". Journal of Marketing Management, Vol.10, pp.37-55. 17. Zaichkowsky, J. L. (1985). "Measuring the Involvement Construct". Journal of Consumer Research, Vol.12, pp.341-352. 75
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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
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 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
Page 73: How Important is the Brand Name Ele
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
Page 109 and 110: Figure 1 Religiously Motivated Cons
Page 111 and 112: I Don‘t Like It! - Understanding
Page 113 and 114: Session 3.2 Advertising Agency Empl
Page 115 and 116: applications of the Repertory Test
Page 117 and 118: The Life Cycle of Mavens Lynne Free
Page 119 and 120: Exploring the relationship between
Page 121 and 122: internal branding process. Internal
Page 123 and 124: 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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