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Branding recipes need upgrades by the trending fashions; as a valuable asset of the entity managing brands is a complex phenomenon. Therefore, it has gained an overpowering thirst to examine the integrated framework that provides insights into the customer-based brand equity model and the corporate ability associations. Based on the customer-based brand equity model this research identifies the relationship between customer-based brand equity model dimensions and corporate ability associations. A previously adapted survey instrument was distributed among general consumers of durable shopping goods in Khyber-Pakhtunkhwa by employing a purposive sampling technique. The data was assessed through AMOS SPSS; confirmatory factor analysis and structural equation modeling were employed to examine the relationship between the customer-based brand equity model and corporate ability associations. The findings of the study support all six sets of hypotheses which revealed that brand equity dimensions impart a significant and positive impact on corporate ability associations. The current study contributes to the literature by developing an integrated model that combines all the constructs of the customer-based brand equity model and corporate ability associations. [ABSTRACT FROM AUTHOR]

What does it take to grow a brand? How to avoid its decline? Some popular answers to these questions can be found in the research by Byron Sharp and others from the Ehrenberg-Bass (EB) Institute on "how brands grow." In this article, we propose that such an approach, despite its strengths, lends itself to some limitations when taken too literally. We maintain that a broader notion and role of branding—encompassing brand equity, brand portfolio, and circular relationship of attitudes and behaviors—should be adopted by marketeers to derive better managerial implications for sustainable brand growth. We, therefore, invite marketers to not oversimplify Dirichlet evidences by thinking of availability as the only (costly) response to all marketing challenges. [ABSTRACT FROM AUTHOR]

Purpose -- Intense competition compels every product to innovate. Luxury brands must employ various strategies to attract consumers, one of which is fostering strong customer relationships, measured by the extent of customers' connection to the brand. This study aims to conduct a more in-depth analysis of the cosmetic luxury brand, using brand resonance as the dependent variable, brand salience as the independent variable, and symbolic value as the mediating variable. Method -- This research employs an explanatory research design with a quantitative approach. The study's population consists of consumers of luxury cosmetic brands in Indonesia, with a sample size of 96 respondents. Data analysis is conducted using Partial Least Squares (PLS), a variant of Structural Equation Modeling (SEM) capable of performing both model testing and structural model testing simultaneously. The statistical tool employed for this analysis is SmartPLS 4, which provides user-friendly access to multivariate analysis methods. Result -- The results indicate that brand salience does not have a significant effect on brand resonance. However, it was found that symbolic value can serve as a mediator in the relationship between brand salience and brand resonance. Brand resonance is a crucial aspect of maintaining consumer loyalty and can be achieved by strengthening the brand's association with customers. Contribution -- This research contributes by examining the influence of brand salience on brand resonance, a less-explored aspect of brand management, and introduces the concept of symbolic value as a potential mediator. [ABSTRACT FROM AUTHOR]

Purpose — Intense competition compels every product to innovate. Luxury brands must employ various strategies to attract consumers, one of which is fostering strong customer relationships, measured by the extent of customers' connection to the brand. This study aims to conduct a more in-depth analysis of the cosmetic luxury brand, using brand resonance as the dependent variable, brand salience as the independent variable, and symbolic value as the mediating variable. Method — This research employs an explanatory research design with a quantitative approach. The study's population consists of consumers of luxury cosmetic brands in Indonesia, with a sample size of 96 respondents. Data analysis is conducted using Partial Least Squares (PLS), a variant of Structural Equation Modeling (SEM) capable of performing both model testing and structural model testing simultaneously. The statistical tool employed for this analysis is SmartPLS 4, which provides user-friendly access to multivariate analysis methods. Result — The results indicate that brand salience does not have a significant effect on brand resonance. However, it was found that symbolic value can serve as a mediator in the relationship between brand salience and brand resonance. Brand resonance is a crucial aspect of maintaining consumer loyalty and can be achieved by strengthening the brand's association with customers. Contribution — This research contributes by examining the influence of brand salience on brand resonance, a less-explored aspect of brand management, and introduces the concept of symbolic value as a potential mediator.

Abstract This research contains a novelty in producing a study program brand audit method and developing a brand salience development model in higher education, which has not been widely discussed. A quantitative-explanative research method was used in this study by collecting online survey data on the potential market for the Statistics Study Program with a total of around 1000 people from all over Indonesia, which is related to the understanding, association, perception, experience, brand equity, and consumer brand salience towards the Statistics Study Program. The data were analyzed using structural equation modeling (SEM). The results obtained are the formulation of a brand audit model and a salience brand management model for the Universitas Terbuka Statistics Study Program.

Despite the importance of branding in customer acquisition, little is known about the extent to which brand salience influences brand choice intention of new customers. Drawing upon associative network memory theory, we propose that brand salience is composed of brand prominence and brand distinctiveness, which are linked to brand choice intention of new customers. Our theoretical contention was empirically examined in the context of monetary donation to international aid-related charities by new donors. A mixed-method approach was utilized with semi-structured interviews with practitioners and donors, and two cross-sectional surveys. The study offers a holistic view for understanding brand salience and, as such, advances recent work focusing on the breadth and depth of brand associations in the customer's mind. [ABSTRACT FROM AUTHOR]

This research contains a novelty in producing a study program brand audit method and developing a brand salience development model in higher education, which has not been widely discussed. A quantitative-explanative research method was used in this study by collecting online survey data on the potential market for the Statistics Study Program with a total of around 1000 people from all over Indonesia, which is related to the understanding, association, perception, experience, brand equity, and consumer brand salience towards the Statistics Study Program. The data were analyzed using structural equation modeling (SEM). The results obtained are the formulation of a brand audit model and a salience brand management model for the Universitas Terbuka Statistics Study Program. [ABSTRACT FROM AUTHOR]

The research activity was carried out to analyse brand salience, trial, imagery, and disposition, and to evaluate campaign efficacy, along with competitive advantage in terms of registration and effectiveness of media vehicles. The data gathered for the research activity are the primary sources legitimately gathered from the general population using random sampling method among the target group mentioned. The quantity of respondents for the study is 50. The research design carried out for the investigation is quantitative in nature. For the structured questionnaire, a five-point Likert scale was used. In this study, it was discovered that a majority of the respondents are aware of Dove body soap brand. From the thorough analysis and interpretation of the data collected, it can be concluded that Dove is a noteworthy brand, in terms of mind share, among the respondents. It was discovered that a larger part of the respondents are happy with the brand and intend to continue using the same. From the media vehicle efficacy testing, it was found that TV has immerged as the most important media vehicle for the primary source of awareness. In terms of communication evaluation, it was found that a majority of the respondents have seen the communication pertaining to Dove, and the top box score for likeability, uniqueness, believability, persuasiveness are higher than the competing brands and in favour of Dove body soap. [ABSTRACT FROM AUTHOR]

This case is developed to discuss options related to strategy in general and marketing strategy in particular that were implemented by an iconic brand—Old Monk—in the compelling attempt to revive the its brand value and relevance. The protagonist in the case is Mr Hemanth Mohan, the Director of this brand who is faced with serious challenges in resurrecting the brand in a hypercompetitive, ever-changing lifestyle alcoholic beverages market in India. The most significant of the challenges faced by Mr Mohan are changing tastes and preferences of the consumer, new foreign brands entering into the market, strong regulation, close monitoring from the government, and the monopoly of state-managed liquor retail chains. This case addresses and provides for the evaluation of various strategic options available for the brand in terms of repositioning itself in the relevant markets. The case presents questions related to how effectively a traditional brand can carry forward the legacy to redeem its brand value in the light of changing tastes and customer preferences. The case proposes to bring to light the importance of strategic decisions to be made around managing brand extensions in addressing the dilemma of brand value being spread too thin versus capitalizing on the past glory of the brand in finding life for the newly launched products under the known umbrella. This case is developed with an intent to be discussed among students pursuing undergraduate and/or graduate education in management discipline. The case is well aligned to be relevant for discussing concepts related to brand management, marketing strategy, strategic management, and consumer behavior. The content of this case is designed to be discussed and delivered in a typical 90-min class session, allowing students 120 min of pre-reading time and 120 min of post-discussion report preparation. [ABSTRACT FROM AUTHOR]

Brand salience, or the prominence of a brand in memory, has been linked to brand choice and purchase by consumers. The research reported in this paper proposed and tested a model of brand salience for fast-moving consumer goods, which incorporates knowledge, media consumption, and brand image as antecedents. A quasi-experimental method was utilised, where 270 respondents undertook a free recall exercise using category cues, and then completed multi-item measures of brand knowledge, brand associations, and purchase likelihood. Analysis of the data using SEM found support for an empirical model of brand salience where there was a relationship between brand salience and purchase likelihood. The empirical evidence supports building a brand in a primary category, in order to build the depth and breadth of the brand's associations in consumer memory. [ABSTRACT FROM AUTHOR]

Drawing on research concerning the range of cues consumer's use to access brands for consideration, and the effect of frequency of exposure, we examine the concept of brand salience, which is based on the likelihood of the brand to come to the 'forefront' of the mind of a consumer. We show how a measure of brand salience is related to the probability of switching suppliers in subscription markets (e.g. insurance, banking). We have discovered a generalisable relationship between brand salience and the probability of customer defection. This relationship was consistent across three studies that covered two markets, two data collection methods, two image questioning methods and two types of attributes. This is an important finding for marketing management because it suggests that brand-attribute links in memory can influence consumer behaviour in a way that is independent of the content or importance of the attributes. Our finding might even allow managers to forecast the effect of a change in brand salience in terms of numbers of customer defections. [ABSTRACT FROM AUTHOR]

The purpose of this study is to extensively identify the impact of variables that tend to make the customers into advocates. Today companies have to focus on customers more frequently and consistently than they focus on advertisements and promotions because of competitive market. This study will help the brands to focus on what actually a consumer wants and why making advocates is necessary. In order to justify the developed hypotheses, young males and females from the population of the universities and offices of Islamabad are selected and convenience sampling has been used to gather data of the age group between 18-32 years who are more conscious about brands and want to share the knowledge of their favorite brands. Results shows that the variables like customer service, trust in brand developed through its quality products, brand salience significantly impact on turning customers into advocates. However, commitment with a brand is not always necessary as customers more often seeks variety and desire to try newer and newer brands. Results show that Brand Love moderates the relationship among Differentiated Customer Service, brand salience, and Brand Advocacy but there is an insignificant moderating impact was found between brand commitment and brand advocacy. Our research was limited to the area of Islamabad Pakistan with a less and specific time frame and respondents. More extensive study could be done in future including other cities and industries.

This study examines the impact of the brand salience on brand loyalty through the mediator variables, perceived quality, brand image, perceived value, and satisfaction. This research is applied in terms of purpose and descriptive based on method. The population in this study are tourists who have arrived in the city of Babolsar in the summer of 2015. According to the sampling formula for unlimited population, a sample of 384 was obtained. A questionnaire was used to collect data in this study. Data was analyzed through SPSS and Smart PLS2 software. The results showed that brand salience has a positive and significant effect on perceived quality, brand image (characteristics of people and the physical environment), and destination brand loyalty. Also, the results showed that the perceived quality has a positive and significant effect on brand image (characteristics of people and the physical environment). But perceived value and satisfaction have no significant impact on brand loyalty. Perceived value has a positive and significant effect on satisfaction. Finally, satisfaction and physical environment have positive and meaningful effects on brand loyalty, but perceived value and people characteristics have no significant impact on brand loyalty.

Smartphone market is rapidly changing and facing a highly competitive environment, with constant product introductions. It is characterized by quickly evolving technology and designs, aggressive pricing, short product life cycles, and rapid imitation. Thus, the players in smartphone industry need to invent a major breakthrough in their marketing strategy. Consider a large company like Apple. Apple loyalists are some of the most recognized product evangelists in the market, sharing their experiences with emerging technology in enthusiastic ways. Apple as the pioneer of Brand Evangelism in 1984, the company relies on customers to communicate marketing messages to other potential customers. It can be an alternative marketing tool for organizations that want to achieve their sustainable competitiveness as brand evangelists will deliver positive information, ideas, and feelings toward a specific brand to others voluntarily in order to influence consumption behaviour. This study aims to examine the phenomenon of brand evangelism and understand the dimensions involved in a consumer becoming brand evangelist. The research method of this study is based on the implementation of quantitative survey research design. The data used in this study were obtained by administering online questionnaires to 468 respondents who have used Apple iPhone for at least 6 months in Indonesia. The data analysis method used in this study is multiple regression analysis. The findings show that brand satisfaction, consumer-brand identification, brand salience, brand trust and opinion leadership have positive influence towards brand evangelism.

Consumers’ perceptions of visual merchandising can arouse consumers’ in-store merchandise exploration, such as interacting with products, differentiate a retail brand among competitors; contribute to brand preference; and encourage purchase intentions. However, the combination of topics, visual merchandising and cognition, remains relatively unexplored. Thus, Study I develops measures of visual merchandising cognition and Study II examines the impact of visual merchandising cognition on brand preference, with a focus on fashion brands. This research used mixed methods and an experimental design to empirically test the influence of visual merchandising cognition on fashion brand preferences. Confirmatory factor analysis finds three dimensions of visual merchandising cognition:in-fashion,attractiveness, andfunction.A structural equation model confirms a conceptual framework for the influence of visual merchandising cognition on brand preferences.In-fashionandattractivenesshave a significantly positive effect on brand aesthetic attributes.Functionhas a significantly positive effect on brand utilitarian attributes. Favorable attitudes toward visual merchandising directly transfer to favorable brand attitudes that are positively associated with purchase intentions. [ABSTRACT FROM PUBLISHER]

A survey was conducted of employees of the Florida Forest Service (FFS) to determine their perceptions related to the brand's differentiation and salience as well as what they believed public perceptions were. Employees' perceptions are important to the FFS brand. As a service-oriented organization, FFS employees will largely affect public perceptions of the organization and its activities. Employees believed all FFS activities were important but that wildfire-related activities and functions were more salient and more important for differentiating the FFS brand from similar organizations. The employees believed the public was not well informed of FFS's functions, with the exception of wildfire functions. Employees also believed the public perceived wildfire activities were more important for brand differentiation that FFS's other activities. Because FFS is a public organization with a variety of functions and activities, it risks its credibility if it is not able to represent the full scope of its activities and functions to the public. It was recommended to make salience and differentiation a priority for the FFS brand. The FFS brand needs to increase the public's exposure to the FFS brand and represent the full scope of its activities and functions to ensure credible representation of the brand. For research, it was recommended to study tactics for affecting employee perceptions of the organization's activities and employees' perceptions of public opinion. [ABSTRACT FROM AUTHOR]

Interacting with your customers in today's business world has become a must. Leading companies seek to build a strong base of loyal, profitable customers who are advocates for their products and services. The key to success is to fully understand the customers' needs and emotional expectations. The present study focuses on increasing brand resonance by improving brand salience. This is an empirical investigation on improving the consumer-brand relationship spectrum by focusing on strengthening the brand functions that make the brand more customer-centric. The present study draws its roots from the same milieu of using the digital space to engage the consumers and making them associate with the brand. [ABSTRACT FROM AUTHOR]

Research has addressed the extent to which an extension, horizontal or vertical, reciprocally affects a parent brand negatively through dilution or positively through enhancement, without explaining the process underlying brand associations' reciprocal transfer by type. This article addresses the dynamics behind reciprocal transfer of image and performance associations triggered by a vertical service line extension and prior contextual salience of the brand. The results suggest that reciprocal transfer of unique image and performance brand associations is direct and modifies the parent brand associations' structure leading to dilution in one case and enhancement in the other. However, with prior contextual presence of the parent brand, reciprocal transfer is positively mediated through initial ratings of image associations with the extension. In contrast, direct reciprocal effects of both vertical direction and prior parent brand salience occur only through the mediating effect of the extension’s unique performance associations, which confirms this study’s assumptions. This study should help managers carefully choose the timing of launch of a new vertical service line extension, better understand how the type of associations can affect the parent brand, and measure their strategies against corporate objectives. [ABSTRACT FROM PUBLISHER]

Destination brand strategies have in the main assumed that consumers actively seek and process information about potential destinations with their choice determined on the basis of a favorable attitude toward the destination. This article examines an alternative approach to destination branding, which relates to building the salience of the destination to increase the likelihood that the destination will be considered in purchase situations. The study examines the predictive validity of brand salience measures for a set of travel destinations compared with the predictive validity of traditional attitude-based measures. The results of the research provide empirical support for a salience approach to destination marketing for domestic tourism in Australia. [ABSTRACT FROM PUBLISHER]

Notwithstanding the little understanding on the product placement in movies, practitioners have misbelieved that this marketing activity eventually generates favorable attitudes toward their products/brands exposed in movies; likewise, research on product placement tends to perpetuate the practicality of the practice by using improper measures for the effectiveness of product placement. By designing a novel experiment and creating a measure for brand salience as an outcome of product placement, this article entails distinct research findings. In order to achieve a higher brand salience, product placements need to be either demonstrative or placed in negative context. Future research may contribute further by inventing an experiment design enabling researchers to grasp the interaction effects of different factors addressed in the study. [ABSTRACT FROM AUTHOR]

Brand salience--the extent to which a brand visually stands out from its competitors--is vital in competing on the shelf, yet is not easy to achieve in practice. This study proposes a methodology to determine the competitive salience of brands, based on a model of visual search and eye-movement recordings collected during a brand search experiment. We estimate brand salience at the point of purchase, based on perceptual features (color, luminance, edges) and how these are influenced by consumers' search goals. We show that the salience of brands has a pervasive effect on search performance, and is determined by two key components: The bottom-up component is due to in-store activity and package design. The top-down component is due to out-of-store marketing activities such as advertising. We show that about one-third of salience on the shelf is due to out-of-store and two-thirds due to in-store marketing. The proposed methodology for competitive salience analysis exposes the optimal visual differentiation level of a brand versus its competitors, and of each SKU versus the other SKUs of the same brand. The model of the visual search process and methodology for competitive salience analysis enable diagnostic analyses of the current levels of visual differentiation of brands and SKUs at the point of purchase, and provide directions for increasing these. [ABSTRACT FROM AUTHOR]

Historically, brand salience has been considered synonymous with the brand being ‘top of mind’ (mentioned first) when the product category is used to cue retrieval from memory. In this article we argue that this conceptualization (and associated measure) is too narrow. We show that there is value in distinguishing salience from the concepts of awareness and attitude by conceptualizing brand salience as the brand’s propensity to be noticed or come to mind in buying situations. Brand salience reflects the quantity and quality of the network of memory structures buyers’ hold about the brands. This article offers guidelines to facilitate research on the role of brand salience in brand choice and buyer behaviour that are an important progression from the evaluation (attitude) focus of contemporary marketing theory. [ABSTRACT FROM PUBLISHER]

This research tested the relationship between association of a brand with different types of image attributes and subsequent purchase of the brand. The image attributes incorporated were based on the product categories, situations and benefits offered. While mention of the brand for an image attribute was positively related to future purchase, this relationship did not vary between attributes once brand and attribute size was taken into account. However, a positive relationship was found between the number of attributes associated with the brand and future purchase. This suggests that image attributes can be considered to be analogous to 'distribution' outlets in consumer memory. The more attributes the brand is associated with, the greater the likelihood the consumer will think of and therefore consider the brand for purchase and that the brand will be acceptable on any criteria used. Therefore, just as a manufacturer would aim to obtain a wide geographic distribution for a supermarket brand, perhaps brand managers should aim to obtain a wide mental 'distribution' for their brand by linking it to a wide range of attributes. The long-term aim is that the brand is salient for any number of attributes likely to be used by the consumer. [ABSTRACT FROM AUTHOR]