A resource-based view of retail competitive advantage

This paper investigates the relationships between brand, market and learning orientation with competitive advantage in the context of the UK retail industry. The results indicate that both brand and learning orientations have a significant positive relationship with competitive advantage. However, market orientation was not found to have a significant influence on retail competitive advantage. These findings suggest that market orientation may result in competitive parity only, while superiority in the retail sector is dependent on the speed of earning and the application of knowledge in the form of a strong brand orientation.

An empirical study of the antecedents and consequences of brand engagement

Purpose – The purpose of this paper is to develop and empirically test a model of brand engagement. More specifically, the aim is to evaluate both antecedents and consequences of brand engagement, from a management perspective. Design/methodology/approach – A quantitative survey of 403 firms is undertaken to test the model. Structural equation modelling (SEM) is used to estimate the parameters of the model. Findings – A reliable and valid measure of brand engagement is established. The SEM model works well, in terms of goodness of fit indices. The results demonstrate that there are major brand performance benefits (consequences) of brand engagement. Additionally, and important for the practical implications, the results show that brand orientation is a major antecedent to brand engagement. Research limitations/implications – The study needs to be replicated in other countries, with scope to add other explanatory variables for influencing brand engagement. The results have considerable practical benefits for guiding the introduction of measures to enhance brand engagement. Originality/value – The study builds on earlier (mainly consumer) conceptual approaches to brand engagement, but goes further in that it provides empirical evidence about the nature, antecedents and consequences of brand engagement and further, offers a management rather than consumer perspective. Essentially, the study reveals a new perspective of factors that encourage firms to connect/engage their brands with consumers. Brand engagement is a dual concept, reflecting both a consumer and a firm perspective.

Don't tate us! The impediments and drivers of branding museums

This study examines the applicability of brand orientation, and its drivers and impediments in the museum context. A multiple case study approach, with 12 institutions across two countries (United Kingdom and Australia) was carried out. Results suggest that brand orientation provides the cultural platform to retain the distinctiveness of the institution and build the symbolic representation required to remain competitive in the future.

Portrait of a star : National Gallery of Victoria

Museums are an important segment of the creative industries arena. A "star" art museum in Melbourne, Australia, is the National Gallery of Victoria, whose mission is to illuminate life by collecting and presenting great art. This gallery operates in an increasingly competitive landscape. It is becoming more competitive and is continuously striving to achieve its own ambitions and meet the expectations of multiple stakeholders. The present case study uses a brand orientation lens to evaluate the Gallery in order to address a gap in both the brand orientation and the museum marketing literature. It is crafted from interviews, surveys and internal documents. The case study is an exemplar for other institutions to identify how brand orientation manifests itself within their institution.

The explanatory potential of congruence in the relationship between retail image, brand image and retail customer satisfaction

This paper aims to contribute to current customer satisfaction and retailing literature by conceptualising the relationship between retail image, brand image and whether a congruent relationship between the two influences customer satisfaction. Whilst most literature pertaining to customer satisfaction tends to consider the concept in terms of an independent variable, this paper seeks to explore retail image and brand image as antecedents to achieving this state and further proposing the mediating explanatory potential that a congruent relationship between the two plays. A conceptual model is developed, central constructs and subsequent research propositions are discussed.

CSR orientation and organisational performance in the Australian retail industry

This paper aims to contribute to current business ethics literature by conceptualising the relationship between organisational culture, corporate strategy, and target stakeholders and the formation of a CSR orientation. The paper will further explore whether corporate social responsibility policies and practices will result in an overall improved positional advantage for the firm and, as a consequence, positively enhance organisational performance. These relationships will be examined within the context of the retail industry in Australia, focusing on the food, clothing and textiles, and footwear sectors.

The importance of overcoming cultural barriers in establishing brand names: an Australian company in China

Considering the importance of cross-cultural competencies in the context of rapid globalisation and the growth of China in the world economy, this paper uses case study methodology, to document the difficulties encountered by an Australian multinational beverage company, Foster’s, in attempting to establish its brand in China’s rapidly expanding market economy. Many of these related to culturally distinct attributes of the market, the consumer base and retail practices. The paper analyses these in terms of key concepts in marketing and cross-cultural business theory, in order to provide guidelines on how to overcome cultural barriers when establishing a foreign brand name in China. It also discusses the impact of cultural differences on brand loyalty after the establishment of the brand and on the sustainability of that brand. In attempting to assist foreign firms to succeed in the Chinese market, this paper offers suggestions that will help marketers to first understand the importance of cultural differences and then to succeed with further recommendations. Being a complex market and a market that is different from the Australian market, this is extremely valuable for those foreign brands entering China.

The strategy of global branding and brand equity

This book offers a way to predict which brand a buyer will purchase. It looks at brandperformance within a product category and tests it in different countries with verydifferent cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand.PBC uses a prospective predicting method which does not have to rely on a brand’spast performance or a customer’s purchase history for prediction. Choice data isgathered in the retail setting – at the point of sale. The Strategy of Global Brandingand Brand Equity presents survey data and quantitative analyses that prove themethod described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.

The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image

Purpose: This study examines the impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image (FPBI). Methodology: The hypotheses were tested using survey data from retail franchisees in Australia, structural equation modeling, and bootstrapping regression methods. Findings: The results show that both brand commitment and brand citizenship behavior mediate the effect of franchisor support on FPBI. However, the effect of franchisor support on FPBI via brand commitment is higher for franchisees with less experience compared to their more experienced counterparts. Practical implications: The study provides insights to franchise managers and B2B practitioners on factors that enhance FPBI. Originality/value: Despite the recognized importance of franchise brands, limited research examines how leveraging the franchise brand can improve franchisee performance. To address this gap, this study examines the effects of franchisor support on FPBI via brand commitment and brand citizenship behavior moderated by franchisee experience.

Brand compass: charting a course to improve firm performance

This study contributes to the internal brand management domain from a firm asset perspective. We argue brand compass is an inside-out identity-focused firm asset consisting of brand vision, brand commitment and shared brand understanding. We build a theoretical argument for examining brand compass together with two important outward focused orientations: market orientation and innovation orientation. Through structural equation modelling, within the context of retailing, the findings chart a course to improve firm performance.

Orientation integration in detection and discrimination of contrast-modulated patterns

Orientation detection and discrimination thresholds were measured for Gabor ‘envelopes’ formed from contrast-modulation of luminance ‘carriers’. Consistent with previous research differences between carrier and envelope orientation had no effect on sensitivity to envelopes. Using plaid carriers in which the proportion of contrast modulation ‘carried’ by each plaid component was systematically manipulated, it was shown that this tolerance to carrier-envelope orientation difference reflects linear summation across orientation indicative of a single second-stage channel coding for contrast-defined structure. That contrast envelopes did not exhibit linear summation across spatial-frequency, nor across combinations of orientation and spatial-frequency differences, suggests that these second-order channels operate only within certain spatial scales. Using arrays of Gabor micropatterns as carriers in which the orientation distribution of the carriers was manipulated independently of the difference between envelope orientation and mean carrier orientation, it was further demonstrated that the locus of orientation integration must occur prior to envelope detection. In the context of two-stage models that incorporate a non-linearity between the stages, the pattern of results obtained is consistent with the operation of an orientation pooling process between first-stage and second-stage channels, analogous to having all filters of the first-stage feed into all filters of the second-stage within the same spatial-frequency band.

Adaption reveals a neural code for the visual location of orientation change

We apply an adaptation technique to explore the neural code for the visual location of textures defined by modulation of orientation over space. In showing that adaptation to textures modulated around one orientation shifts the perceived location of textures modulated around a different orientation, we demonstrate the existence of a neural code for the location of orientation change that generalises across orientation content. Using competitive adaptation, we characterise the neural processes underlying this code as single-opponent for orientation, that is with concentric excitatory/inhibitory receptive areas tuned to a single orientation.

The role of local grouping and global orientation contrast in perception of orientation-modulated textures

We explored the contribution to perception of orientation-modulated textures of visual processes selective either for orientation contrast or orientation grouping. To distinguish between these two processes we manipulated the axis of local grouping of texture elements independently of the direction of global orientation modulation. The general question posed was whether visibility of texture structure (measured as threshold for discriminating spatial-frequency of texture structure) is dependent on the magnitude of orientation contrast, strength and direction of local grouping, or some combination of the two. We demonstrated that the factor of primary importance is the amplitude of global orientation contrast rather than the presence of local grouping content. Using orientation-interleaved textures (containing two superimposed textures modulated around orthogonal orientations), we further showed that orientation single-opponent processes are a more likely candidate for detecting orientation contrast than double-opponent processes.