Papers Brand Management – Prof. Dr. Henk Roest
2018/2019 – Tilburg University
Table of content
Papers Brand Management – Prof. Dr. Henk Roest 2018/2019 – Tilburg University.........................................1
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (K.L. Keller, 1993). Lecture 1 and 2
..............................................................................................................................................................................2
Managing Brands in the Social Media Environment (Gensler et al.) Lecture 1 and 2.......................................10
Creating brand identity: a study of evaluation of newt brand names (C.S. Kohli et al., 2005) Lecture 3 and 4. 16
Co-creating stakeholder and brand identities: A cross-cultural consumer perspective – (B.G. Voyer et al.
2017). Lecture 3 and 4........................................................................................................................................19
Harmful Upwtard Line Extensions: Can the Launch of Premium Products Result in Competitive eisadvantages?
(F. Caldieraro et al., 2015). Lecture 5 and 6.......................................................................................................27
Living brands: consumer responses to animated brand logos (S.A. Brasel and H. Hagtvedt, 2016). Lecture 5
and 6...................................................................................................................................................................32
The Handmade Efect: What’s Love Got to eo wtith It? (C. Fuchs et al, 2015) Lecture 7 and 8.........................38
Authenticity Is Contagious: Brand Essence and the Original Source of Production (R. ehar et al. 2013) Lecture
7 and 8................................................................................................................................................................43
Efects of Traditional Advertising and Social Messages on Brand-Building Metrics and Customer Acquisition
(L. de Vries et al, 2017) Lecture 9 and 10...........................................................................................................48
Harvesting Brand Information from Social Tags (H. Nam et al, 2017) Lecture 9 and 10..................................52
eo managers knowt wthat their customers think and wthy? (G.T.M. Hult et al., 2017) – Lecture 11 and 12......58
Modelling Heterogeneity in the Satisfaction, Loyalty Intention, and Shareholder Value Linkage: A Cross-
Industry Analysis at the Customer and Firm Levels – (B. Lariviere et al. 2016) – Lecture 11 and 12.................62
1
,Conceptualizing, Measuring, and Managing Customer-Based Brand
Equity (K.L. Keller, 1993). Lecture 1 and 2
Introductonn:
Goal of this research: Conceptualizing brand equity into a conceptual model. Two important
points emerge from this conceptualizaton.
1. First, marketers should take a broad view of marketng actvitt for a brand and recognize
the various effects it has on brand knowledge, as well as how changes in brand knowledge
affect more traditonal outcome measures such as sales.
2. Second, marketers must realize that the long-term success of all future marketng
programs for a brand is greatlt affected bt the knowledge about the brand in memort that
has been stablished bt the frm’s short-term marketng efforts.
There are 2 motvatons for studting brand equitt:
- Financially based motvatonn: to estmate the value of a brand more preciselt for
accountng purposes. ee.g. for a merger, acquisiton, or divestture purposes).
- Strategy-based motvatonn: to improve marketng productvitt. Firms seek to
increase the efcienct of their marketng expenses. Perhaps a frm’s most valuable
asset for improving marketng productvitt is the knowledge that has been created
about the brand in consumers’ minds from the frm’s investment in previous
marketng programs.
Customer-based brand equity is defned as the diferential efect of brand knowtledge on
consumer response to the marketing of the brand.
- A brand can have positveenegatve customer-based brand equitt when consumers
react moreeless favorablt to a marketng mix element for the brand than thet do for
the same marketng mix element when atributed to a fcttouslt named or
unnamed version of the product: So, when certain outcomes result from the
marketng of a product because of its brand name that would not occur if the same
product did not have that name ee.g. Cola blind test from lecture 1).
- Customer-based brand equitt occurs when the consumer is familiar with the brand
and holds some favorable, strong, and unique brand associatons in memort.
Brand knowledge is defned in terms of two components:
- Brand awareness relates to brand recall and recogniton performance bt consumers.
- Brand image refers to the set of associatons linked to the brand that consumers hold
in memort.
Backgroundn:
Before going into Customer-based brand equitt eCBBE) and its applicaton, background on
brand knowledge frst:
- A brand can be defned as ‘a name, term, sign, symbol or design or combination of
them wthich is intended to identify the goods and services of one seller or group of
sellers and to diferentiate them from those of competitors.’
2
, o Brand identtesn: individual brand components, in totalitt thet are the brand.
- Therefore, basic memort principles are used to understand knowledge about the
brand and how it relates to brand equitt. Understanding the content and structure of
brand knowledge is important because thet infuence what comes to mind when a
consumer thinks about a brand.
- An example of a memort principle is the associatve network model, which views
semantc memort or knowledge as a set of nodes and links. This explains how brand
recall and brand image work. The strength of associaton between the actvated node
and all linked nodes determines the extent of this ‘spreading actvaton’. Consistent
with an associatve network memort model, brand knowledge is conceptualized as
consistng of a brand node in memort to which a variett of associatons are linked.
Brand awareness e= how well do the brand identtes serve their functon), is the frst-
dimension distnguishing brand knowledge. It consists of:
- Brand recogniton relates to consumers’ abilitt to confrm prior exposure to the
brand when given the brand as a cue. In other words: brand recogniton requires that
consumers correctlt discriminate the brand as having been seen or heard previouslt.
his is more relevant when product decision is made in store.
- Brand recall relates to consumers’ abilitt to retrieve the brand when given the
product categort, the needs fulflled bt the categort, or some other ttpe of probe as
a cue. In other words: brand recall requires that consumers correctlt generate the
brand from memort.
Brand awareness is important for consumer decision-making for three major reasonsn:
- To be included in the consideraton set, so that thet think of the brand when thinking
of the product categort.
- It can affect decisions about brands in the consideraton set, even if there are
essentallt no brand associatons ee.g. in low involvement, consumers have been
shown to adopt a decision rule to but onlt familiar, well-established brands).
- If infuences the formaton and strength of brand associatons in the brand image. A
necessart conditon to create brand image is that a brand node has been established
in memort and that it should easilt affect different kinds of informaton atached to
the brand in memort.
Brand image (= perceptions about a brand as refected by the brand associations held in
consumer memory). The ttpes of brand associatons:
- Their level of abstracton
o Atributes are those descriptve features that characterize a product;
Product-related atributes = relate to a product’s phtsical
compositon or a service’s requirements.
Non-product related atributes = external aspects related to its
purchase or consumpton, e.g. price info, packagingeappearance
informaton, user imagert ewhat ttpe of person uses the product), and
usage imagert ewhere and in what ttpes of situatons).
- Benefits are the personal values consumers atach to the product atributes: that is,
what consumers think the product or service can do for them. Thet can be further
3
, distnguished into three categories according to the underlting motvatons to which
thet relate.
o Functonal benefits = are the more intrinsic advantages of a product and
usuallt correspond to the product-related atributes.
o Experiental benefits = what it feels like when using the product and usuallt
correspond to the product-related atributes.
o Symbolic benefits = extrinsic advantages. Usuallt correspond to non-product-
related atributes.
- Brand attudes are defned as consumers’ overall evaluatons of a brand. Thet ofen
form the basis for consumer behavior. A model used is the mult-atribute
formulaton eFishbein = salient beliefs a consumer has about the product the
evaluatve judgment of those beliefs). Brand attudes can be related to beliefs about
product-related atributes, consistent with work on perceived qualitt and non-
product-related atributes, consistent with the functonal theort of attudes.
Thus, the different ttpes of brand associatons making up the brand image include product-
related or non-product-related atributes; functonal, experiental or stmbolic benefts; and
overall brand attudes.
Brand Image
Thus, associatons can vart according to their favorability, strength, and uniquenessn:
- Favorabilityn: Associatons differ according to how favorablt thet are evaluated. It
depends on the relevanct of the atribute, importance ehence it is difcult to create a
favorable associaton for an unimportant atribute), situaton, context and goals.
- Strengthn: It depends on how informaton enters consumer memort eencoding) and
how it’s maintained as part of the brand image estorage). Strength is a functon of
both: quanttt ehow much a person thinks about the informaton) and qualitt ethe
manner in which a person thinks about the informaton). The partcular associatons
for a brand that are salient and come to mind depend on the context in which the
brand is considered. The larger the number of cues the greater the likelihood that the
informaton can be recalled.
- Uniquenessn: USP’seSCA that gives consumers a reason to but. Shared associatons
can help to establish categort membership and defne the scope of competton with
other products and services. Because the brand is linked to the product categort,
some product categort associatons mat become linked to the brand. The more
competng brands in a product categort, the more confusing and it affects
consumers’ abilitt to recall communicaton effects so be unique!
Interacton among characteristcs of brand associatonsn: The level of abstractons should
affect their favorabilitt, strength and uniqueness. Abstract associatons tend to be more
durable and accessible in memort than the underlting atribute informaton because of their
embedded meaning.
One important reason for considering brand attudes to be a brand associaton is that thet
can vart in strength. Attude strength has been measured bt the reacton tme needed to
evaluatve queries about the attude object.
4
2018/2019 – Tilburg University
Table of content
Papers Brand Management – Prof. Dr. Henk Roest 2018/2019 – Tilburg University.........................................1
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (K.L. Keller, 1993). Lecture 1 and 2
..............................................................................................................................................................................2
Managing Brands in the Social Media Environment (Gensler et al.) Lecture 1 and 2.......................................10
Creating brand identity: a study of evaluation of newt brand names (C.S. Kohli et al., 2005) Lecture 3 and 4. 16
Co-creating stakeholder and brand identities: A cross-cultural consumer perspective – (B.G. Voyer et al.
2017). Lecture 3 and 4........................................................................................................................................19
Harmful Upwtard Line Extensions: Can the Launch of Premium Products Result in Competitive eisadvantages?
(F. Caldieraro et al., 2015). Lecture 5 and 6.......................................................................................................27
Living brands: consumer responses to animated brand logos (S.A. Brasel and H. Hagtvedt, 2016). Lecture 5
and 6...................................................................................................................................................................32
The Handmade Efect: What’s Love Got to eo wtith It? (C. Fuchs et al, 2015) Lecture 7 and 8.........................38
Authenticity Is Contagious: Brand Essence and the Original Source of Production (R. ehar et al. 2013) Lecture
7 and 8................................................................................................................................................................43
Efects of Traditional Advertising and Social Messages on Brand-Building Metrics and Customer Acquisition
(L. de Vries et al, 2017) Lecture 9 and 10...........................................................................................................48
Harvesting Brand Information from Social Tags (H. Nam et al, 2017) Lecture 9 and 10..................................52
eo managers knowt wthat their customers think and wthy? (G.T.M. Hult et al., 2017) – Lecture 11 and 12......58
Modelling Heterogeneity in the Satisfaction, Loyalty Intention, and Shareholder Value Linkage: A Cross-
Industry Analysis at the Customer and Firm Levels – (B. Lariviere et al. 2016) – Lecture 11 and 12.................62
1
,Conceptualizing, Measuring, and Managing Customer-Based Brand
Equity (K.L. Keller, 1993). Lecture 1 and 2
Introductonn:
Goal of this research: Conceptualizing brand equity into a conceptual model. Two important
points emerge from this conceptualizaton.
1. First, marketers should take a broad view of marketng actvitt for a brand and recognize
the various effects it has on brand knowledge, as well as how changes in brand knowledge
affect more traditonal outcome measures such as sales.
2. Second, marketers must realize that the long-term success of all future marketng
programs for a brand is greatlt affected bt the knowledge about the brand in memort that
has been stablished bt the frm’s short-term marketng efforts.
There are 2 motvatons for studting brand equitt:
- Financially based motvatonn: to estmate the value of a brand more preciselt for
accountng purposes. ee.g. for a merger, acquisiton, or divestture purposes).
- Strategy-based motvatonn: to improve marketng productvitt. Firms seek to
increase the efcienct of their marketng expenses. Perhaps a frm’s most valuable
asset for improving marketng productvitt is the knowledge that has been created
about the brand in consumers’ minds from the frm’s investment in previous
marketng programs.
Customer-based brand equity is defned as the diferential efect of brand knowtledge on
consumer response to the marketing of the brand.
- A brand can have positveenegatve customer-based brand equitt when consumers
react moreeless favorablt to a marketng mix element for the brand than thet do for
the same marketng mix element when atributed to a fcttouslt named or
unnamed version of the product: So, when certain outcomes result from the
marketng of a product because of its brand name that would not occur if the same
product did not have that name ee.g. Cola blind test from lecture 1).
- Customer-based brand equitt occurs when the consumer is familiar with the brand
and holds some favorable, strong, and unique brand associatons in memort.
Brand knowledge is defned in terms of two components:
- Brand awareness relates to brand recall and recogniton performance bt consumers.
- Brand image refers to the set of associatons linked to the brand that consumers hold
in memort.
Backgroundn:
Before going into Customer-based brand equitt eCBBE) and its applicaton, background on
brand knowledge frst:
- A brand can be defned as ‘a name, term, sign, symbol or design or combination of
them wthich is intended to identify the goods and services of one seller or group of
sellers and to diferentiate them from those of competitors.’
2
, o Brand identtesn: individual brand components, in totalitt thet are the brand.
- Therefore, basic memort principles are used to understand knowledge about the
brand and how it relates to brand equitt. Understanding the content and structure of
brand knowledge is important because thet infuence what comes to mind when a
consumer thinks about a brand.
- An example of a memort principle is the associatve network model, which views
semantc memort or knowledge as a set of nodes and links. This explains how brand
recall and brand image work. The strength of associaton between the actvated node
and all linked nodes determines the extent of this ‘spreading actvaton’. Consistent
with an associatve network memort model, brand knowledge is conceptualized as
consistng of a brand node in memort to which a variett of associatons are linked.
Brand awareness e= how well do the brand identtes serve their functon), is the frst-
dimension distnguishing brand knowledge. It consists of:
- Brand recogniton relates to consumers’ abilitt to confrm prior exposure to the
brand when given the brand as a cue. In other words: brand recogniton requires that
consumers correctlt discriminate the brand as having been seen or heard previouslt.
his is more relevant when product decision is made in store.
- Brand recall relates to consumers’ abilitt to retrieve the brand when given the
product categort, the needs fulflled bt the categort, or some other ttpe of probe as
a cue. In other words: brand recall requires that consumers correctlt generate the
brand from memort.
Brand awareness is important for consumer decision-making for three major reasonsn:
- To be included in the consideraton set, so that thet think of the brand when thinking
of the product categort.
- It can affect decisions about brands in the consideraton set, even if there are
essentallt no brand associatons ee.g. in low involvement, consumers have been
shown to adopt a decision rule to but onlt familiar, well-established brands).
- If infuences the formaton and strength of brand associatons in the brand image. A
necessart conditon to create brand image is that a brand node has been established
in memort and that it should easilt affect different kinds of informaton atached to
the brand in memort.
Brand image (= perceptions about a brand as refected by the brand associations held in
consumer memory). The ttpes of brand associatons:
- Their level of abstracton
o Atributes are those descriptve features that characterize a product;
Product-related atributes = relate to a product’s phtsical
compositon or a service’s requirements.
Non-product related atributes = external aspects related to its
purchase or consumpton, e.g. price info, packagingeappearance
informaton, user imagert ewhat ttpe of person uses the product), and
usage imagert ewhere and in what ttpes of situatons).
- Benefits are the personal values consumers atach to the product atributes: that is,
what consumers think the product or service can do for them. Thet can be further
3
, distnguished into three categories according to the underlting motvatons to which
thet relate.
o Functonal benefits = are the more intrinsic advantages of a product and
usuallt correspond to the product-related atributes.
o Experiental benefits = what it feels like when using the product and usuallt
correspond to the product-related atributes.
o Symbolic benefits = extrinsic advantages. Usuallt correspond to non-product-
related atributes.
- Brand attudes are defned as consumers’ overall evaluatons of a brand. Thet ofen
form the basis for consumer behavior. A model used is the mult-atribute
formulaton eFishbein = salient beliefs a consumer has about the product the
evaluatve judgment of those beliefs). Brand attudes can be related to beliefs about
product-related atributes, consistent with work on perceived qualitt and non-
product-related atributes, consistent with the functonal theort of attudes.
Thus, the different ttpes of brand associatons making up the brand image include product-
related or non-product-related atributes; functonal, experiental or stmbolic benefts; and
overall brand attudes.
Brand Image
Thus, associatons can vart according to their favorability, strength, and uniquenessn:
- Favorabilityn: Associatons differ according to how favorablt thet are evaluated. It
depends on the relevanct of the atribute, importance ehence it is difcult to create a
favorable associaton for an unimportant atribute), situaton, context and goals.
- Strengthn: It depends on how informaton enters consumer memort eencoding) and
how it’s maintained as part of the brand image estorage). Strength is a functon of
both: quanttt ehow much a person thinks about the informaton) and qualitt ethe
manner in which a person thinks about the informaton). The partcular associatons
for a brand that are salient and come to mind depend on the context in which the
brand is considered. The larger the number of cues the greater the likelihood that the
informaton can be recalled.
- Uniquenessn: USP’seSCA that gives consumers a reason to but. Shared associatons
can help to establish categort membership and defne the scope of competton with
other products and services. Because the brand is linked to the product categort,
some product categort associatons mat become linked to the brand. The more
competng brands in a product categort, the more confusing and it affects
consumers’ abilitt to recall communicaton effects so be unique!
Interacton among characteristcs of brand associatonsn: The level of abstractons should
affect their favorabilitt, strength and uniqueness. Abstract associatons tend to be more
durable and accessible in memort than the underlting atribute informaton because of their
embedded meaning.
One important reason for considering brand attudes to be a brand associaton is that thet
can vart in strength. Attude strength has been measured bt the reacton tme needed to
evaluatve queries about the attude object.
4
