The Effect of Online Brand Experience on Brand Loyalty:
A Web of Emotions
--Thomas Cleff, Nadine Walter and Jing Xie
The paper analyzes how online brand experience can be measured and determines its impact on brand loyalty. Similar to offline brand experience, online brand experience is broken down into sensory, affective, cognitive, behavioral and relational elements of brand experience. Although online brand experience lacks physical presence such as a store, it still has the possibility to create a virtual brand experience through visual, audible, gaming or community-based features, which in turn can lead to improved brand image and to behavioral and attitudinal brand loyalty. The present empirical research investigates the influence of the five different types of online brand experiences—sensory, affective, cognitive, behavioral and relational—and the website usability on brand loyalty through an empirical study of the travel website qyer.com in China. The respondents (n = 69), i.e., users of the qyer.com website, confirm through a standardized online survey the positive impact of online brand experience on brand loyalty. Especially affective and behavioral brand experience impacts brand loyalty. Sensory, cognitive and relational brand experiences have a slightly lower but significant impact. Website usability shows the lowest impact. The study proves the significance of online brand experience to create brand loyalty and identifies the most important dimensions of brand experience.
© 2018 IUP. All Rights Reserved.
Building a Powerful Entrepreneurial Brand:
The Role of Critical Success Factors and Their Impact on Competitive Advantage
--Olutayo Otubanjo
The paper identifies the critical success factors that are required for the development of a powerful entrepreneurial brand. It also demonstrates the links between these factors, and highlights the competitive advantage derivable from the application of these factors. Two findings emerge from this study. The first offers a mix of 14 entrepreneurial and marketing-led issues that give rise to the critical success factors, which are mandatory for the development of a powerful entrepreneurial brand. The second finding puts forward ‘a powerful entrepreneurial brand development model’, which gives a stage-by-stage exposition of how a strong entrepreneurial brand can be developed. Entrepreneurs together with senior managers with entrepreneurial spirit can draw on this model as a guide for developing powerful entrepreneurial brands. However, this study is based exclusively on the Nigerian business environment, and cannot be generalized without examining the subject in other environments and business sectors.
© 2018 IUP. All Rights Reserved.
Servo Lubricants:
An Analysis of Brand Attitude
--Manish Srivastava and M K K Pegoo
Servo, a product of Indian oil, was launched as a lubricating product in 1972 in the Indian market. Now, Servo is a super brand and is the leading lubricant brand in the country and maintains a share of about 30% of the market. It also has footprints across the globe and is increasing its presence rapidly. The paper analyzes brand attitude of Servo through Elliot and Percy model of brand equity synthesis. The model is used to study the objective and subjective characteristics of the brand which affect the functional and emotional realm of brand attitude. The objective characteristic of the product is that it is a superior lubricant with cutting-edge technology and high-quality products; and has been able to reposition from its original position of “World-Class Engine Oils” to “World-Class Lubricants”. The subjective characteristic of the Servo brand communicates its ‘energizing’ power. The creative – ‘Add Servo Add Life.’ highlights the thought – ‘Everything that Servo touches, comes to life’.
© 2018 IUP. All Rights Reserved.
Factors Contributing to Brand Positioning of Smartphones Among College Students in Chennai: A Study
--S Lakshmi and V Kavida
The paper aims at studying the smartphone usage among college students in Chennai through a sample survey of 120 respondents. It explores selected aspects related to brand positioning of smartphones and identifies the common sources of information about smartphones, the most important reasons for choosing smartphones and the most common uses to which they are put. It also explores the difference between male and female college students in the context of brand positioning of smartphones. Further, it identifies four factors that influence brand positioning of smartphones through the method of factor analysis.
© 2018 IUP. All Rights Reserved.
Nation Branding for Promoting Tourism
in the Indian Context
--Pooja Bhatia and Rasananda Panda
© 2018 IUP. All Rights Reserved.
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