Using brand knowledge to predict beer brand preference and loyalty for samples of new frequent users in Perth and Beijing

This study tests a model of Brand Knowledge and Brand Equity of brands of beer on new and frequent users in two populations that differ in their stage of the beer product life cycle and culture. Using Multiple Logistic Regression (MLR) and Binomial Logistic Regression (BLR), models based on the respondents' Brand Knowledge are able to correctly identify Chinese respondents’ preferred brand of beer 56% of the time, while correctly identifying 77% of respondents in an Australian sample when three top brands are tested. The model could further identify 67% of those that stay or switch in both the Australian and the Chinese samples.

The influence of cultural values on brand loyalty

It is well documented that culture can influence consumer attitudes and behavior. While there have been numerous studies on how culture influences the four Ps of the marketing mix, few researchers have examined its effect on customer loyalty. More specifically, how consumers who identify more with certain cultural traits are likely to be more brand loyal. Using Hofstede’s cultural dimensions, this study empirically examines cultural effects on consumer-reported “proneness” to brand loyalty and finds that those who scored highly in individualism and uncertainty avoidance have greater affinity for exhibiting loyalty to a brand.

Exploring negativity bias in brand beliefs and stated brand switching propensity

Negativity bias has been well studied by psychologists but limited research has been conducted on it in a marketing context. Given previous research, this exploratory study aims to examine whether there are any negativity bias effects in brand beliefs and whether there is any influence on stated brand switching propensity amongst current users of a brand. The results suggest that there is a negativity bias evident in brand image data.

Click clack : examining the strategic and entrepreneurial brand vision of Under Armour

Using non-traditional brand strategy and innovative techniques, Under Armour quickly established a dominant presence in the sport performance apparel market as a newcomer in its product category. It established strong brand equity among consumers through its messaging and authentic relationship with target consumers. Utilising marketing and brand management theories, this study analysed the entrepreneurial strategies implemented by Under Armour in establishing the company's current positioning in the sport performance apparel marketplace. Using Aaker's (2005) strategic market management theory and Porter's (1980) competitive forces model as a framework, this study analysed the different marketing methods utilised to develop, maintain, and sustain the Under Armour brand.

Exploring new models of elite sport delivery : the case of triathlon in the USA and Australia

There is a growing body of knowledge that examines the tasks and processes for successful sport and recognizes that sport development activities undertaken within the framework of recruitment, retention, and transition should vary between sports and contexts. There has been little research that has examined newer models of sport development in emerging sports. This research examines elite sport development structure and delivery in the sport of triathlon in the USA and Australia. The research team conducted interviews with representatives responsible for the delivery and development of triathlon. The results show three overarching elements in elite sport development: (1) the sport development process, (2) the sport development setting, and (3) outsourcing delivery of sport development. Triathlon has different processes and settings for sport development between the USA and Australia. However, both countries share a core similarity in how they deliver elite sport through a third party organization. A discussion of the implications for the development of new models of elite sport development ensues.

Drivers, impediments and manifestations of brand orientation in museums : an international museum study

Purpose - While the body of work exploring brand orientation has grown, there has been a general failure to build on extant research and generate a holistic conceptualization of brand orientation. This paper aims to develop a model of the key drivers, impediments and manifestations of brand orientation in a museum context.

Design/methodology/approach - A collective case study design was used, consisting of key informant interviews using a semi-structured interview protocol and analysis of institutional documents and observational research. Interviews took place with well-known museums across three countries: the United Kingdom, the United States of America and Australia. This paper demonstrates the richness of qualitative case studies as a method of theory building and as a precursor to further empirical research.

Findings - The case study findings reveal both a philosophical and behavioral aspect of brand orientation. Thus, six attributes are presented that include brand orientation as an organizational culture and compass for decision-making and four brand behaviors (distinctiveness, functionality, augmentation and symbolism). The conceptual model also depicts the critical antecedents to brand orientation in a museum context.

Research limitations/implications - This study provides a foundation for future brand research by offering a holistic conceptualization of brand orientation and identifying the primary antecedents in a museum context. Future research may wish to empirically establish a valid and reliable scale of brand orientation and examine its explanatory potential. Future research may also consider other contexts to provide further insight into the drivers and inhibitors of brand orientation.

Practical implications - If organizations seek to establish a strong brand orientation they must devote resources to establishing the brand as a dominant organizational philosophy that guides decision-making. In addition, brand oriented organizations must establish the brand as a distinctive asset that communicates relevance and accessibility and invest in augmenting initiatives that enable the organization to connect with customers on a personal and emotional level.

Originality/value - Using an exploratory method we are able to reconcile a number of approaches to brand orientation and provide a conceptualization that incorporates the philosophical and behavioral approaches to business orientations. Museums face substantial resource constraints, competing needs of multiple stakeholders and increasing market turbulence. If museums can achieve such significant organizational change then the sector presents an interesting exemplar for many other non-profit organizations.

Building online brand communities : exploring the benefits, challenges and risks in the Australian event sector

The Internet has impacted the tourism sector and tourists substantially. Yet, very little information is known about how tourism organisations are using the second generation of the Internet, Web 2.0, and its various social media platforms in relation to their marketing activities. This article explores ways in which events, as an integral part of the tourism sector, are using Web 2.0 tools to build their online brand communities. While the qualitative analysis highlights benefits for events, it also identifies the risks and challenges that events face in using Web 2.0. These include the capacity to resource this aspect of marketing and the ability to protect their brand from the advent of counter- and alter-brand communities when online brand community building activities are not fully effective.

The relevance and irrelevance of the brand for small and medium wine enterprises

Given the proliferation of wine brands, developing a brand without understanding its impact on wine choice is a risky business; particularly for SMEs with limited financial resources.

This paper fills an important gap in the wine marketing literature, particularly as it relates to SMEs in the sector, by investigating the effect of the brand on wine choice. Surveying a range of wine consumers, it was found that while the brand was relevant in wine choice the weighted importance of the brand elements changed across consumption situations. This novel finding should assist SMEs to grow their businesses beyond the traditional cellar door.

Contact lens prescribing : USA vs. the world

Along with other facets of commericialization, the contact lens market has become globalized during the past 30 years. The major international companies have worldwide distribution networks and supply lenses of the same product names and replacement frequencies to all nations, with a few minor adjustments for marketing and regulatory reasons. Small and medium-sized companies, often producing more specialized lenses, are also active in markets across the world.