The brand likeability scale: an exploratory study of likeability in firm-level brands

We develop a new measurement scale to assess consumers’ brand likeability in firm-level brands. We present brand likeability as a multidimensional construct. In the context of service experience purchases, we find that increased likeability in brands results in: (1) greater amount of positive association; (2) increased interaction interest; (3) more personified quality; and (4) increased brand contentment. The four-dimensional multiple-item scale demonstrates good psychometric properties, showing strong evidence of reliability as well as convergent, discriminant and nomological validity. Our findings reveal that brand likeability is positively associated with satisfaction and positive word of mouth. The scale extends existing branding research, providing brand managers with a metric so that likeability can be managed strategically. It addresses the need for firms to act more likeably in an interaction-dominated economy. Focusing on likeability acts as a differentiator and encourages likeable brand personality traits. We present theoretical implications and future research directions on the holistic brand likeability concept.

Symbolic consumption of tourism destination brands

Electronic word-of-mouth (eWOM) is recognised as a means of interpersonal communication and a powerful marketing tool. However, previous studies have focussed on related motivations, and limited attention has been given to understanding the antecedents of eWOM communication behaviour in the travel industry. This study proposes a full and partial mediation model, which brings together for the first time three key antecedents: adoption of electronic communication technology, consumer dis/satisfaction with travel consumption experience, and subjective norm. The model aims to understand the impact of these antecedents on travellers' attitude towards eWOM communication and intention to use eWOM communication media. The data were collected from international travellers (n = 524), and structural equation modelling is used to test the conceptual framework. The findings of the study suggest that overall attitude towards eWOM communication partially mediates the impact of the traveller's adoption of electronic communication technology and subjective norm, and fully mediates the impact of consumer dis/satisfaction with travel consumption experience on travellers' intention to use eWOM communication media.

MAGNETIC FIELD EFFECTS NEAR THE LAUNCHING REGION OF ASTROPHYSICAL JETS

One of the fundamental properties of astrophysical magnetic fields is their ability to change topology through reconnection and in doing so, to release magnetic energy, sometimes violently. In this work, we review recent results on the role of magnetic reconnection and associated heating and particle acceleration in jet/accretion disk systems, namely young stellar objects (YSOs), microquasars, and active galactic nuclei (AGNs).

Launching a new selective skincare brand in Asia and Europe

O mercado de beleza é extremamente competitivo, tendo uma facturação de 145 biliões € em todo o mundo e registando uma taxa de 4% de crescimento anual. O mercado da beleza inclui os cuidados com o cabelo, rosto, maquilhagem, perfumes, higiene e cosmética oral. A Uniqcosmet é uma empresa que opera na indústria da beleza desde 2011. Apesar do seu foco estar relacionado com consultoria e marketing, um novo projecto nasceu: lançar uma nova marca que opere no mercado seletivo, com um posicionamento internacional no segmento de cuidados com o rosto, em particular, no mercado de produtos naturais. Nesse sentido, o objetivo do estudo é de identificar se existe espaço ou não, para uma nova marca de beleza seletiva, e posteriormente, aferir qual a melhor forma de lançar esta marca posicionando-a num mercado extremamente competitivo. Assim sendo, primeiramente, foi realizado um estudo focado nos diversos países da Europa e da Ásia. De seguida foi feita uma análise da concorrência, no sentido de perceber qual o melhor posicionamento a adotar. Para além desta análise, o comportamento do consumidor foi também alvo de pesquisa, seguido de uma análise ao potencial das azeitonas e azeite de oliva como ingrediente base. De seguida, as regiões de Portugal e Espanha como território geográfico das marcas também foram analisadas. Finalmente, dois diferentes conceitos de marca foram apresentados e apoiados por toda a fase de pesquisa. Como conclusões, descobriu-se que a Europa e Ásia Pacífico são as duas regiões mais promissoras para novas marcas de cuidados com o rosto operando no mercado seletivo. Foi também descoberto o potencial e importância das marcas conceptuais, e que as azeitonas e azeite de oliva têm enormes benefícios para a pele e uma grande aceitação por parte dos consumidores.

Luxury brands and online consumer-generated content: dealing with the new lead of customers in brand perception

User-generated content – conteúdo gerado por usuários – cresceu consideravelmente na Internet nos cinco últimos anos, levando a grandes mudanças nas práticas de marketing. A força do e-word-of mouth, está aumentando e tem uma influência muito forte na percepção da marca pelos consumidores (Allsop, Basset & Hoskins, 2007). Todos os novos instrumentos fornecidos pela Internet permitiram a criação de comunidades de marca online, impactando o compromisso e a lealdade dos consumidores para com a marca (De Valk, Van Bruggen, Wierenga 2009). Todas essas interações criadas entre os consumidores e a marca são relativamente novas e incomuns para as empresas que devem adaptar suas práticas de marketing a essas mudanças. Dadas as especificidades que aplicam as marcas de luxo nas suas políticas de marketing (Kapferer and Bastien, 2009), a questão da adaptação das suas estratégias ao fenômeno de user-generated content é particularmente complicada. As marcas de luxo costumam ter habitualmente uma relação muito reservada com os seus consumidores, baseada em princípios de exclusividade e raridade (Kapferer, 1997). Esta dissertação busca proporcionar algumas pistas de entendimento sobre como as marcas de cosméticos de luxo podem adaptar suas estratégias de marketing em relação à expansão do conteúdo gerado por usuários na Internet. Esta pesquisa qualitativa sugere meios de controlar o conteúdo gerado por usuários, como o incentivar positivamente com certas práticas de marketing e como tirar proveito dele. A seguinte análise mostra que o conteúdo gerado por usuários tem duas facetas: pode atuar como um mídia digital para as empresas de luxo e como uma fonte de informação, inspiração e criação para o desenho dos novos produtos. Sendo um meio de comunicação, as empresas de cosméticos de luxo podem contar com a nova potência do “e-word-of-mouth” a fim de promover sua imagem de marca e seus produtos através do conteúdo gerado por usuários. Sendo uma fonte de inspiração, o conteúdo gerado por usuários pode conduzir a ótimos processos de co-criação e cooperação entre as marcas de cosméticos de luxo e seus consumidores com o objetivo de projetar produtos perfeitamente ajustados ao pedido dos consumidores.

Brands cho(a)mping at the bit for a piece of Suarez social media action

If you’re a fan of soccer, brands, or social media you’ve been inundated online the past 24 hours. Uruguay’s World Cup forward Luis Suarez apparently bit another player before they defeated the Italian team during their final group game on Tuesday. This is his third biting offense. Good luck with those disciplinary hearings FIFA.

Line extension influence on brand image: a study on the alcoholic beverage market in Brazil

The present study has the objective of understanding the influence of line extensions on the image of vodka brands. The research was performed by organizing various focus groups with vodka consumers in São Paulo. These focus groups allowed exploring and analyzing how the last line extensions of vodka brands have modified the image the consumers had of the brand. Three hypotheses were distinguished as an outcome of the research: (1) The influence of a line extension on brand image depends heavily on the initial image the consumers have of the brand. For a vodka brand with an average or bad image, launching a line extension with a perceived average or bad quality does not modify the brand image. On the contrary, for a vodka brand with a positive initial brand image, launching a line extension with perceived high quality led to a positive change in the brand image. (2) For vodka brands, a vertical line extension recognized as having high authenticity provokes a transfer of attributes from the extended product to the brand. (3) Among Keller’s (1993) dimensions of brand image, non-product related attributes and especially packaging are the one that are the most influenced by line extensions of vodka brands.

Iguatemi: creating opportunities for international luxury brands in Brazil

The Brazilian luxury goods market has been registering substantial growth with many international brands establishing presence in the country. When entering the market, the perfect location seems for most of them to be found in Iguatemi Group’s Shopping Malls. This research focuses the topic of Luxury Market and Retail, in the form of a case study on Iguatemi Group, which tries to understand How is Iguatemi Group creating opportunities for International Luxury Brands in Brazil? To understand the context of the case, the text explores the Brazilian market evolution, its attraction factors and challenges, the location choice methodology used by international luxury brands, and finally, how is the Iguatemi Group creating opportunities for these brands in Brazil. For doing so, a multiple-methods approach was followed so to achieve a non-biased result. In-depth interviews were conducted with Iguatemi’s managers, international luxury brands’ managers and experts in luxury market and retail; non-participant observation was held, and documentation was examined. The research found that the entry of International Luxury Brands in Brazil started about 20 years ago, mainly explained by the positive structural economic reforms Brazil experienced in this period. 60% of the studied brands chose São Paulo’s Iguatemi malls as first location, in particular Iguatemi São Paulo and JK Iguatemi. The preference over these locations relies mainly on the reputation of the Iguatemi brand and on its positioning in the market which seems to be aligned to that of these brands. From its side, Iguatemi has started actively gathering international luxury brands into the market since 15 years ago, and has intensified its action by creating iRetail, an internal company to the group representing some international luxury brands in Brazil, which have, thus, exclusive locations in its malls. The role of Iguatemi, hence, goes beyond that of a real estate company, by approaching the market with a 360° strategy. These findings contribute for academic purposes, in the extent to which they propose a so far rather unexplored topic, and for managerial purposes by describing a best practice in the shopping center sector. However, the study does not mean to be generalized. Consumers’ perspectives on Iguatemi Group were not addressed; rather, the research took a business to business approach.

Neww challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva.

Luxury has evolved over the centuries; new challenges have created questions of appropriate strategies for brands. Experience and authenticity became important aspects in the field: consumers are enjoying more material comfort and there is a trend of a cultural shift for personal fulfillment and aspiration through experience. The biggest challenge for today's luxury marketers is to not only talk to the target, but to understand how the target is shifting, while not alienating consumers and damaging the brand´s image. Considering managers and consumers perspectives separately, it would be possible to conclude that their perceptions are congruent, as many studies have presented. However, if perspectives are put together and compared, different realities could emerge. This exploratory research is based on a case study that describes both perspectives of their perception on luxury experience, consumer behavior and consumption motivations, and luxury retailing. It was developed interviews with the brand owner and 10 brand´s consumers, and also indirect observations in the brands distribution formats. In the brand perspective, the case study has shown that luxury experience involves the construction of brand experience strategy based on products, multiple retail channels, consumer engagement, personal activity, exploration of five senses and other forms. In the consumer´s perspective, results revealed that brand consumers interviwed have different luxury experience perceptions and expectations; however, what is common is that service and quality must be maintained and they reflected the overall experience. Additionally, luxury retailing influences directly the consumer´s perception that must integrate multiple channels to fulfill personal demands. The research makes contributions for both actors - brand and consumer, in the sense that translates theoretical concepts of the experience itself and tries to clarify aspects that are still unknown and explored through the exploration of ways to detect the alignment between brand and consumer expectations of the experience.

Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch

As stated by Hoffmann and Coste-Manière (2012) “The web is a mass medium that contrast completely with the traditional codes of exclusivity associated with the luxury industry, and has long been simply rejected by the luxury industry for being an illegitimate distribution channel.” Meanwhile this market presents an incomparable pace of growth and is gradually changing the existing retailing business model and companies must be aware of this change and capable to adapt to it. The internet and cross-border sales already changed the competition throughout retailing and it will increase even more, so companies must be ready to face it. Internet has shown its great opportunity for all markets, although luxury/premium market is not yet taking the proper advantage of its potential, but the necessity to be an omnichannel business strategy is growing. This paper presents an exploratory research based on a case study of how premium fashion Brazilian brands are using Farfetch, e-commerce, as an entry market strategy and how this affects them. The research question of this study is: How is Farfetch helping on the internationalization of Brazilian premium fashion brands?, and in order to answer it was conducted an in-depth interview with the Brazilian head of business development of Farfetch, apart an extensive secondary data research. As expected the study found a list of trade-offs of using an e-commerce, luxury specialized, with a marketplace approach to the brands willing to internationalize. As stated by Altagamma and McKinsey (2015) study “[...] luxury brands have no choice but to embrace the digital era and become truly omnichannel. This will require them a radical rethinking of both their customer experience of their consumer engagement strategy.” Looking either from the Farfetch point of view, trying to understand why they offer this opportunity to the brands, or also from the brand side if this is a manageable approach. This study presents a contribution for both sides, trying to give tools to the brands on understanding the internationalization reasons and approach, as well as explaining Farfetch business model, and the advantages it can bring to them, at the same time of a general market trend analysis for Farfecth.

Illegitimate identity in the middle of an ideological crisis and tensions in the consumption network: a study on why plus-size fashion brands are illegitimate fashion elements

O presente trabalho explora as causas pelas quais o campo da moda plus size carece de legitimidade com as consumidoras plus size. Eu explorei o assunto em três artigos. No primeiro, eu estudo o processo de legitimação de um novo mercado emergente, o mercado da moda plus size brasileira e os desafios para sua a institucionalização. Eu conduzi dezessete entrevistas com consumidoras plus size, uma netnografia em quatro blogs de moda plus size brasileiros e analisei de maneira semiótica um site que vende roupas de moda plus size. Meus resultados indicam que, apesar de ter atores legítimos que promovem essas marcas de moda plus size, o campo da moda plus size ainda é percebido como uma versão vergonhosa do campo da moda. Defendo aqui que o fato de uma das lógicas de campo da moda plus size ser estigma, acaba afetando os projetos identitários das consumidoras de maneira depreciativa, de forma elas não se envolvem em práticas de capital cultural que ocorrem dentro do campo da moda plus size. No segundo artigo, eu conduzi uma introspecção genealógica em que eu pesquisei questões de identidade. Como uma mulher (que se assume ) plus size, eu imaginei que seria relevante para olhar para dentro de mim mesma, a fim de explorar a forma como a minha identidade liga-se com a rede semiótica-material que me rodeia em termos de moda, alimentos e outros elementos. Meus dados vieram tanto de técnicas de introspecção simultâneas, quanto retrospectivas. Em termos teóricos, eu usei a ideia de ―assemblages‖ e eu foquei minha análise tanto nos aspectos materiais da minha rede de consumo, quanto na estabilidade da rede. As consequências da minha assemblage estão ligadas a uma gestão de qualidade total da minha identidade, tanto online como off-line, refletidas em práticas de consumo que se conectam à ideia de uma lógica de consumo bulímica em que o consumo de alimentos e gestão corpo estão interligadas. Por fim, no meu terceiro artigo, eu explorei o conceito de identidade a partir do consumo da moda feminina plus size. Foram feitas catorze entrevistas fenomenológicas, cujos dados foram analisados a partir de uma perspectiva hermenêutica. Três categorias temáticas emergiram da análise de dados: a construção da identidade por meio da moda, elementos de identidade plus size e estratégias criativas para lidar com a falta de produtos para mulheres plus size no varejo. Entre os principais resultados, destacam-se a forma como o termo plus size atua como estigma, influenciando projetos de identidade das consumidoras, o papel do varejo no processo de estigmatização e a saga épica de compras, que envolve um "mercado negro", com a participação de vendedores. Eu concluo discutindo o papel da identidade na instabilidade do campo da moda plus size.

A prospective study on the dimensions of global brands, brand equity and brand value

This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a "step ahead" in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about the industry and country-of-origin effects (and their interactions) on the brand value and the firm market value. Finally, the thesis offers an interesting comparison about the practitioners’ perspectives on the dimensions of global brands, the brand equity and the brand value, branding and marketing, including highlights on the brand internationalization process. The thesis offers a general approach on the extant literature in the first chapter, and a specific literature review for each other chapter.