Brand Perception as Related to Age, Income, and Education

1960 ◽  
Vol 24 (3) ◽  
pp. 29 ◽  
Author(s):  
Henry L. Munn
Keyword(s):  
Brand Perception

EXPRESS: Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Consumer Evaluations and Choices

2021 ◽  
pp. 002224292110530
Author(s):  
Lingrui Zhou ◽  
Katherine M. Du ◽  
Keisha M. Cutright
Keyword(s):  
Social Media ◽  
Boundary Conditions ◽  
Brand Choice ◽  
Underlying Mechanism ◽  
Purchase Behavior ◽  
Brand Attitudes ◽  
Consumer Evaluations ◽  
Brand Evaluations ◽  
Brand Perception ◽  
Do So

Consumers have grown increasingly skeptical of brands, leaving managers in a dire search for novel ways to connect. The authors suggest that focusing on one’s relationships with competitors is a valuable, albeit unexpected, way for brands to do so. More specifically, the present research demonstrates that praising one’s competitor—via “brand-to-brand praise”— often heightens preference for the praiser more so than other common forms of communication, such as self-promotion or benevolent information. This is because brand-to-brand praise increases perceptions of brand warmth, which leads to enhanced brand evaluations and choice. The authors support this theory with seven studies conducted in the lab, online, and in the field that feature multiple managerially-relevant outcomes, including brand attitudes, social media and advertising engagement, brand choice, and purchase behavior, in a variety of product and service contexts. The authors also identify key boundary conditions and rule alternative explanations, further elucidating the underlying mechanism and important implementation insights. This work contributes to our understanding of brand perception and warmth, providing a novel way for brands to connect to consumers by connecting with each other.

The Effect of Perceived Advertising Effort on Brand Perception

2021 ◽  
Author(s):  
Ilyasa Andritya ◽  
Sukma Putra ◽  
Adilla Anggraeni ◽  
Ahmad Seiichi Ramadhan
Keyword(s):  
Advertising Effort ◽  
Brand Perception

Corporate social performance as antecedent of consumer's brand perception

2011 ◽  
Vol 19 (3) ◽  
pp. 228-240 ◽  
Author(s):  
Frank Huber ◽  
Frederik Meyer ◽  
Johannes Vogel ◽  
Stefan Vollmann
Keyword(s):  
Corporate Social Performance ◽  
Social Performance ◽  
Brand Perception ◽  
Corporate Social

Product advertising and viral stealth marketing in online videos

2016 ◽  
Vol 68 (3) ◽  
pp. 250-264 ◽  
Author(s):  
Lars Michael Wendt ◽  
Joachim Griesbaum ◽  
Ralph Kölle
Keyword(s):  
Research Design ◽  
Design Methodology ◽  
Online Communication ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Content Type ◽  
Online Videos ◽  
Brand Perception ◽  
Practical Implications

Purpose – In the context of social media marketing, so called viral stealth videos (VSVs) often attract as much or even more attention than videos that directly advertise products (product advertising video (PAV)). However, beyond this, the product or brand-related impact of such videos is not so clear. In this context, the purpose of this paper is to investigate brand perception of PAVs and VSVs in YouTube. Design/methodology/approach – The research design is based on an examination of comments of six VSVs and six PAVs on YouTube. Therefore, the content of 1,080 posts was analyzed to capture the topic, the attitude toward the video and the pragmatic intent of posts. Findings – Results indicate that there are strong differences with regard to users ' perception of the two analyzed video type segments. The content of VSVs is clearly recognized as positive more often than the content of PAVs. In contrast, only PAVs evoke substantial brand awareness but receive rather mixed results with regards to brand assessment. Research limitations/implications – As a whole, the study is widely descriptive and of explorative value. Nevertheless, the research design can be estimated as a first step to measure the brand-related impact of online videos. Ideally, the data generated in the investigation should be combined with traffic and conversion data of the brands’ websites to get an encompassing picture of the marketing related impact of the investigated online videos. Practical implications – Seen from a marketers’ perspective, one can recommend PAVs over VSVs as there are hardly any brand-related impacts of VSVs visible in online communication. PAVs are perceived less positively but they are able to evoke brand awareness at least. Originality/value – According to the authors’ knowledge this investigation is one of only a few studies that analyzes real online communication in the context of video-based online marketing.

...and they lived luxury ever after: storytelling as a driver for luxury brand perception and consumer behaviour

2018 ◽  
Vol 1 (4) ◽  
pp. 283
Author(s):  
Jan C.L. König ◽  
Janina Haase ◽  
Nadine Hennigs ◽  
Klaus Peter Wiedmann
Keyword(s):  
Consumer Behaviour ◽  
Luxury Brand ◽  
Brand Perception
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