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

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Method Sample and Data Collection The questionnaire that operationalized the latent variables, as well as the demographic variables was pre-tested by six car users personally interviewed in three car dealers (car stands that sell cars and perform car maintenance). Then 329 car users of three different brands (Toyota, Renault, and Ford), living in three regions of Portugal were contacted through the car brand dealers and filled the questionnaire during May to September of 2009. Over 50 percent of the sample fell into the age group between 31-50 years old. About 20 percent of the respondents were under 31 years old and approximately the same percentage of the respondents were over 50 The car users of the three brands are split into 35.0% from Renault, 33.4% from Ford, and 31.6% from Toyota. Measurement The seven latent variables of CSR were formulated based on the (ISO/DIS 26000, 2009) and the work of Walsh & Beatty (2007) and Webb et al. (2008). Affective commitment was measured based on two items (Fournier, 1998; Garbarino & Johnson, 1999; Johnson et al., 2006). Finally, loyalty intention is assessed through five items adapted from scales previously developed and used to measure loyalty (Zeithaml et al., 1996; Johnson et al., 2006). Respondents rated all measures on a 5-point Likert-type scale ranging from 1 (―completely disagree‖) to 5 (―completely agree‖). Data Analysis A structural equation model approach, using Partial Least Squares (PLS) (Ringle et al., 2005), was used to test the hypotheses of this study. The PLS employs a component-based approach for estimation purposes (Lohmoller, 1989) and can readily handle formative factors (Chin et al., 2003). Major Findings Findings indicate that the affective commitment of the car users of the three brands depends more on consumer issues, such as the fulfilment of expectations and empathy with sellers and other support staff than on other core CSR subjects, such as environmental concerns, community development, and even labour practices (see figure 1). In this context, car users are more aware of their direct personal product‘s needs than of other more ―indirect‖ determinants of CSR. The fulfilment of expectations comprises items such as ―this brand is committed to provide what it promises‖ and ―this brand fulfils the promises it makes‖. However, affective commitment has a significant and positive effect on loyalty intentions. It is important to create a good consumer-brand relationship in order to retain consumers. Nevertheless, car users are not socially conscious consumers. Brand managers should be aware in order to promote their social and environment activities to involve and motivate car users to social responsibility concerns. Otherwise, resources spent in social responsibility politics and practices are important from an ethical point of view, but might not be so from the point of view of profit. References 1. Assael, H. (1987). Consumer Behavior and Marketing Action, 3rd ed. Boston: PWS-Kent. 2. Baghi, M., Rubaltelli, E., & Tedeschi, M. (2009). A Strategy to Communicate Corporate Social Responsibility: Cause Related Marketing and its Dark Side. Corporate Social Responsibility and Environmental Management, 16, 15–26. 3. Bendapudi, N. & Leone R. P. (2002).Managing Business-to- Business Customer Relationships Following Key Contact Employee Turnover in a vendor firm. Journal of Marketing, 66(2), 83-101. 4. Carroll A. B.(1991). The pyramid of corporate social responsibility: toward the moral management of organizational stakeholders. Business Horizon, July–August, 39–48. 5. Chin, W.W., Marcolin, B.L., & Newsted, P.R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: results from a Monte Carlo simulation study and an electronic mail adoption study. Information Systems Research, 14 (2), 189– 217. 6. Fournier, S. M. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24 (March), 343-373. 7. Garbarino, E. & Johnson, M. S. (1999). The Differential Roles of Satisfaction, Trust, and Commitment in Customer Relationships, Journal of Marketing, 63 (April), 70-87. 8. ISO/DIS26000 (2009). Guidance on social responsibility, ISO/TMB/WG SR N 172, 2010, p. 99. Retrieved February23, 2010, from http://www.iso.org/iso/catalogue_detail?csnumber=42546 9. Jalleh G, Donovan RJ, Giles-Corti B, D‘Arcy C, & Holman J. (2002). Sponsorship: impact on brand awareness and brand attitudes. Social Marketing Quarterly, 8(1): 35–45. 10. Johnson, M. D., Herrmann, A., & Huber, F. (2006). The Evolution of Loyalty Intentions. Journal of Marketing, 70 (April), 122-132. 11. Lohmoller, J.B. (1989). The PLS program system: latent variables path analysis with partial least squares estimation. Multivariate Behavioral Research, 23 (1), 125–127. 12. Luo, X., & Bhattacharya, C.B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70 (October), 1–18. 13. Margolis J. D & Walsh J. P. (2001). People and profits? The search for a link between a company's social and financial performance. Mahway, NJ: Lawrence Erlbaum. 14. Mohr L. A, Webb D. J, & Harris K. E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer Affairs, 35(1), 45–72. 90
15. Morsing M, & Schultz M. (2006). Corporate social responsibility communication: stakeholder information, response and involvement strategies. Business Ethics: a European Review, 15(4), 323–338. 16. Ringle C.M., Wende, S., & Will, A. (2005). SmartPLS 2.0 (beta), available at: www.smartpls.de, Hamburg. 17. Roberts J. A. (1993). Sex differences in socially responsible consumers' behavior. Psychological Reports, 73,139–48. 18. Schnietz K. & Epstien M. (2005). Exploring the financial value of reputation for corporate social responsibility during a crisis. Corporate Reputation Review, 7, 327–345. 19. Smith H J. (2003). The shareholders vs. stakeholders debate. MIT Sloan Management Review, 44(4), 85–90. 20. Spicer B. (1978). Investors, corporate social performance and information disclosure: an empirical study. The Accounting Review, 33, 94– 111. 21. Waddock S, Graves S. (1997). The corporate social performance–financial performance link. Strategic Management Journal, 18, 303–319. 22. Walsh, G., Beatty, Sh.E., 2007. Customer-based corporate reputation of a service firm: scale development and validation. Journal of the Academy of Marketing Science, 35,127-143. 23. Webb, D.J., Mohr, L.A., & Harris, K.E. (2008). A re-examination of socially responsible consumption and its measurement. Journal of Business Research, 61, 91–98. 24. Webster Jr F. E. (1975). Determining the characteristics of the socially conscious consumer. Journal of Consumer Research, 2 (December), 188–96. 25. Verhoef, P. C. (2003). Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development. Journal of Marketing, 67 (October), 30–45. 26. Zeithaml, V.A., Berry, L.L., & Parasuraman, A. (1996). ―The Behavioral Consequences of Service Loyalty. Journal of Marketing, 60 (April), 31–46. Community Development Consumer- Price Consumer- Quality 0.041NS 1.6 % 0.110 NS 5.0 % -0.069 NS -2.6 % Fulfil Expectations Figure 1. Structural Results Environment 0.157NS 6.7 % Affective commitment R 2 =29.7% 0 .2 21* 1 0 .4 % Relationship Selling Labour Practices 0 .1 90* 8 .3 1% 0.012 NS 0.5 % 0.620* * * 38.4% * * * p < 0.001;; * p < 0.05 NS not significant GoF = 0.5 Loyalty Intention R 2 =38.4% 91
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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
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.
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: Effects of Corporate Social Respons
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
Page 125 and 126: Profiling the Image of Urban Busine
Page 127 and 128: Finally, the paper confirms the cau
Page 129 and 130: Table 3 Image differences according
Page 131 and 132: associated with the brand‖ (Aaker
Page 133 and 134: Figure 1 - Number of adjectives sel
Page 135 and 136: Figure 5 - Main attributes of a gol
Page 137 and 138: Empirical Studies For both studies,
Page 139 and 140: 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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