Suchergebnisse

PurposeThe purpose of this paper is to present a compendium of small research studies that have been conducted in Malaysia. Issues of branding and its related constructs have gained widespread recognition amongst practitioners and academics in this country.Design/methodology/approachInter alia, this paper examines six facets of branding across different industries and contexts. The first study examines issues of branding in the Islamic financial services. The second paper investigates airline brand reputation. The third paper explores employer branding in the context of hotels. The fourth study explicates online brand personality in the banking sector. The fifth project evaluates the aspect of brand loyalty in the telecommunication industry and the final paper unfolds the industrial brand loyalty and ethical brand.FindingsThe paper highlights six findings across six different industries in Malaysia.Originality/valueThe paper gives a Malaysian perspective on branding in Asia.

PurposeThe purpose of this paper is to propose and empirically examine a consumer perceived value (CPV) formation model in the context of the US casual sportswear market. The effects of investigated contingency factors on perceived values are empirically determined.Design/methodology/approachCPV was measured by four dimensions: price, quality, social and emotional values. The investigated contingency factors included gender, age, race, income level, and retailer type. The primary data were gathered by a nation‐wide survey of US consumers and the applied statistical techniques were exploratory factor analysis, confirmatory factor analysis, and multiple regression analysis.FindingsThe statistical analysis of 4,949 eligible survey responses shows that four value dimensions accounted for 77 percent of CPV variance. For the effects of contingency factors, race did not significantly affect the formation of any perceived values. In contrast, gender, income level, and retailer type significantly affected perceived price and emotional values, while perceived quality value was significantly affected by all contingency factors except race, and perceived social value was only significantly affected by age and income level.Practical implicationsIncorporation of gender, income level, and retailer type information in developing marketing strategies can help companies more effectively convey price and emotional values to consumers. In contrast, information relating to gender, age, income level, and retailer type should be considered in marketing quality value to consumers, while age and income level information is more critical for properly marketing social value to consumers.Originality/valueCompanies need to know, more than ever, about how consumers are redefining their values, as the current economic crisis has dramatically changed consumer preference. This study responded to this emerging need and provided timely empirical evidence.

PurposeMost of the literature on feedback effects emanates from the West, and is thus relevant to Western brands. The purpose of this paper is to model the impact of brand‐extensions on parent brand‐equity within the Asian (specifically Indian) context. Additionally, parent brand trust is examined as a new antecedent of brand‐extension feedback.Design/methodology/approachScenario of an Indian product brand hypothetically entering the service sector is chosen as stimulus in the study. A cross‐sectional survey of 327 Generation‐Y respondents is conducted. Structural equation modeling is used for testing the conceptual model.FindingsThe model of brand‐extension feedback fits the data adequately, and five of the six hypotheses are supported. Brand‐extension attitude significantly impacts change in brand‐equity, which is consistent with the extant Western literature. Parent brand trust has a strong impact on change in brand‐equity of a parent brand.Practical implicationsThe role and impact of parent brand trust is particularly important in the Asian context. Thus, prior to embarking on a brand‐extension decision, an audit of parent brand trust is recommended. Further, this research opens up newer brand‐extension possibilities for brand managers contemplating brand‐extensions.Originality/valueThis research is a first‐of‐its‐kind from the Asian region (specifically, India) to measure brand‐extension feedback effects on change in brand‐equity of a parent brand. Parent brand trust is introduced as a new antecedent of brand‐extension feedback.

PurposeThe purpose of this paper is to identify the supply chain management enablers (SCMEs) and establish relationships among them using interpretive structural modeling (ISM) and find out driving and dependence power of enablers, using fuzzy MICMAC (Matriced' Impacts Croisés Multiplication Appliquée á un Classement) analysis.Design/methodology/approachA group of experts from industries and academics was consulted and ISM is used to develop the contextual relationship among various SCMEs for each dimension of SCM implementation. The results of ISM are used as an input to fuzzy MICMAC analysis, to identify the driving and dependence power of SCMEs.FindingsThis paper has identified 24 key SCMEs and developed an integrated model using ISM and the fuzzy MICMAC approach, which is helpful to identify and classify the important SCMEs and reveal the direct and indirect effects of each SCME on the SCM implementation. The integrated approach is developed, since the ISM model provides only binary relationship among SCMEs, while fuzzy MICMAC analysis provides precise analysis related to driving and dependence power of SCMEs.Research limitations/implicationsThe weightage for ISM model development and fuzzy MICMAC are obtained through the judgment of academicians and a few industry experts. It is only subjective judgment and any biasing by the person who is judging the SCMEs might influence the final result. A questionnaire survey can be conducted to catch the insight on these SCMEs from more organizations.Practical implicationsThis study has strong practical implications, for both practitioners as well as academicians. The practitioners need to concentrate on identified SCMEs more cautiously during SCM implementation in their organizations and the top management could formulate strategy for implementing these enablers obtained through ISM and fuzzy MICMAC analysis.Originality/valueThis is first kind of study to identify 24 SCMEs and further, to deploy ISM and fuzzy MICMAC to identify and classify the key SCMEs that influence SCM implementation in the organization.

PurposeThe purpose of this paper is to design a model for selecting brand names on the basis of the perceptions of enterprises.Design/methodology/approachFirst, the proposed model adopts the modified Delphi method to identify suitable criteria for evaluating a brand name. Next, the model applies the analytic hierarchy process (AHP) to determine the relative weights of evaluation criteria, then ranks the alternatives and selects the brand name. Finally, the model adopts sensitivity analysis to examine how other evaluative criteria would change with any changes in the weightings of the evaluation criteria.FindingsThe analytical results indicated that enterprises rank criteria in terms of importance as follows: emotional appeal, linguistics appeal, marketing appeal and legal appeal. In addition, the example of a renowned Taiwanese beverage company is used to demonstrate the process of brand name selection based on this model.Originality/valueThe proposed model helps enterprises effectively select a brand name, making it highly applicable in academia and commerce.

Purpose: The purpose of this paper is to examine whether or not EU enlargement would cause companies to standardise their brand portfolios and the brands they offer, between Eastern and Western Europe. Design/ methodology/ approach: The issue of standardisation versus localisation, and the impact of EU enlargement upon standardisation are examined based on the existing literature. The paper looks at whether fostering more member states within the EU would encourage standardisation. It also explores whether barriers for standardisation still exist. The research employs a case study methodology to set scenarios of possible outcomes. Findings: The research findings imply that external factors, which are market-based and product-based elements, seem to encourage standardisation. The effect is brought about by the benefits standardisation offers in terms of efficiency. There are still some minor national barriers that impede standardisation. However, the main obstacles are endogenous to corporations and pertain to company structure, strategy and historic resistance to standardisation. Research limitations/ implications: Standardisation of the marketing mix has been practised by managers as a way to combine customers' needs with cost-effectiveness. The paper offers scope for further research into the application of various portfolio assessment tools to examine brands which will help managers to observe these relationships, and develop customised branding strategies. Originality/ value: The paper contributes to the marketing literature on branding and standardisation and supports the strategy of standardisation of brands for better performance.

PurposeThe purpose of this paper is to report an application of the CETSCALE measuring consumer ethnocentrism for high‐value consumer goods in the emerging markets of the Association of Southeast Asian Nations (ASEAN). The study examines how regional markings can be thought of as variants of national markings and then goes on to establish a regio‐centric scale, thereby taking up calls for ethnocentrism studies to be conducted across multiple countries that actively trade with one another.Design/methodology/approachThis research is based on an empirical investigation of consumer ethnocentrism (CE) that includes simultaneous manipulation of country‐of‐assembly and region‐based country‐of‐components. The study surveys a sample of 720 car owners equally divided between the three largest automotive markets of ASEAN: Thailand, Malaysia, and Indonesia.FindingsStatistical analysis of this study's empirical results confirms that for the three‐country sample of 720 respondents, this newly derived regional ethnocentrism construct is as relevant as the classic country‐based construct. The research concludes that regional use of campaigns with a (potentially collaborative) Made‐in‐ASEAN theme may reach the target group of regio‐centric consumers.Originality/valueThe study is original in providing a new perspective on the ethnocentrism debate by adding and testing for a regional dimension reflecting realities in the marketplace for a major product category. The study is also one of the few to focus upon the ASEAN region rather than the more commonly studied regions such as Europe or North America.

Purpose: This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations (NTOs) and embassies follow the principle of coordination that characterises an integrated marketing communications approach. Design/methodology/approach: A qualitative exploratory approach was taken, comprising face‐to‐face in‐depth interviews with key informants from five Association of Southeast Asian Nations (ASEAN) involved in the implementation of nation branding communications in terms of export promotion, tourism, investment attraction and public diplomacy. Findings: Seven key dimensions of interorganisational coordination in a nation branding context emerge from our results. These dimensions include sector, organisation domicile, mode, strategy formulation, nature, frequency and target audience. Research limitations/implications: The relatively small dataset as well as the restricted geographic scope of the study limits the generalisability of the findings; further research is required to ascertain whether the findings of this study also apply in other settings. Practical implications: Enhanced coordination needs to occur not only between the different governmental organisations engaged in nation branding strategy, but also between those organisations and their respective private sector stakeholders.

PurposeThe purpose of this paper is to verify the measurement scale of shopping values in the Malaysian context. Both hedonic as well as utilitarian shopping value measurement scales were tested for their reliability and validity. Further, a series of hypotheses was developed to test the differences in the shopping values across the market segments based on demographic characteristics of the consumers. Finally, the discriminant analysis was used to determine the relative importance of each variable measuring shopping value in discriminating between the groups of interest.Design/methodology/approachThe scale developed by Babinet al.for measuring shopping values has been put on test with modifications on selected questions to fit the local content. A convenient sampling technique was used to obtain information on hedonic and utilitarian values on a seven‐point Likert scale from a sample of 200 consumers from major shopping centres in Klang Valley, the most developed region in Malaysia. Statistical tools such as Cronbach's Alpha test, confirmatory factor analysis and discriminant analysis were used to analyze the data.FindingsThe findings reveal that hedonic shopping value measurement scale is a reliable and valid scale to be used for Malaysian consumers. However, the same could not be ascertained on the utilitarian shopping value measurement scale. The results further reveal that there are significant differences in the shopping values across the groups of interest. The sense of joy and escape are the most important variables discriminating between the groups based on gender, age and marital status.Originality/valueThe research in the area of shopping motivation is very limited in Asian countries, including Malaysia. This study undertakes an empirical examination of consumer value that encompasses the entire consumer shopping experience associated with the context.

Purpose
This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment the Generation Z consumers based on BESC and VC and examine the differences between the segments.


Design/methodology/approach
A self-administered questionnaire was developed and administered to a sample of 346 undergraduate students in Malaysia. The hypothesized structural models are tested using partial least squares structural equation modeling. The study also uses cluster analysis to segment the Generation Z consumers.


Findings
The results reveal that among Generation Z consumers both BESC and VC have a positive effect on brand loyalty. Additionally, the mediation analysis established that BESC plays a mediating role in the relationship between VC and brand loyalty. The study also identified four consumer groups – attentive group, dedicated group, prospective group and switchers group. Furthermore, consumer classification according to BESC can be used by marketers and managers in marketing strategy development.


Originality/value
The study has originality and value in developing and testing a new model linking BESC with VC and brand loyalty. Further, market segmentation on the basis of BESC and VC has been rarely studied. Even less, has been studied among Generation Z consumers and this study fills this important gap.

Purpose
This study aims to examine the effects of celebrity negative publicity on attitude towards brand, corporation, brand reputation and corporate reputation, both directly and through the moderating effects of social media involvement, brand commitment, identification and attribution (both types). Associative network theory has been used to explain these effects.


Design/methodology/approach
A quantitative survey of 550 respondents was carried out in London and surrounding areas. Structural equation modelling was used to analyse the data.


Findings
The findings suggest that celebrity negative publicity affects brand reputation and corporate reputation. Further, the moderating effects of social media involvement and brand commitment on attitude towards brand and corporation, identification on attitude towards brand, attribution types on attitude towards corporation were not found.


Originality/value
To the best of the authors' knowledge, this is the first paper to examine the effects of celebrity negative publicity on attitudes towards brand, attitude towards corporation, brand reputation and corporation reputation, directly, and through the moderating effects of attribution (both types), identification, commitment and social media. Findings from this study will minimise the gap in the literature on the topic and will help managers and policymakers to understand the effects of celebrity negative publicity in detail.