June'23
The IUP Journal of Brand Management
Quantifying Luxuriousness: A Q-Sort Approach
Subjectivity overarches our conceptualizing of luxury, rendering it difficult to differentiate it from the ordinary. The perception of what is (or not) a luxury brand is thus context-driven and people-dependent, making it hard to categorize products or brands as luxury or non-luxury. Even within the broad categorization of 'luxury' are perceived levels of luxuriousness, where not all luxury brands are deemed equally luxurious. The Q-Sort Technique (QST) is a modified rank-ordering procedure, where stimuli are placed in an order that is significant from the standpoint of a person operating under specified conditions. QST is a powerful method for determining attitudes and measuring people's opinions. In this paper, we have created a Q-Sort concourse (sample set) for car and watch brands and applied QST to identify brands that are considered most luxurious, while polarizing those that are perceptibly least luxurious. The paper makes two significant contributions to academic research. First, it establishes the utility of QST in a hitherto unexplored application. Secondly, the brands established as luxury (and non-luxury) provide inputs for researchers by enabling them to shift from working with the nebulous 'concept of luxury' to a more tangible 'brand' perspective.
Role of Social Media Marketing in Long-Term Customer Retention: A Study with Reference to Luxury Brands in India
Today, marketing strategies are influenced by social media. Social media empowers companies to inform, update, influence and retain existing customers easily, and on the other side, it provides the feedback and reviews of customers. Social media marketing enables companies to generate perceived brand trust, brand loyalty and brand attitude among customers to repurchase the companies' products and services. The paper analyzes the effect of social media marketing on Indian customers with regard to repeat purchase of branded products. Further, it explores the mediating effect of brand attitude, brand trust and brand loyalty on customer retention with regard to branded products. Data was collected from 18 metropolitan cities of India through an online questionnaire. The results indicate that social media marketing activities influence Indian customers' repurchase intention towards luxury products. Social media marketing professionals of companies need to keep updating the information on luxury products on social media for promoting and creating awareness of luxury products. Information about high-quality, long-lasting, futuristic and the 'must have' attributes of sustainable luxury products can help in sustainable customer retention and sustainable repurchase of luxury products. They also need to focus on social networking sites and other social media for feedback and reviews. Thus, social media marketing helps achieve customer retention through brand loyalty, brand trust and brand attitude.
Digital Branding Through Delivery: An Empirical Study of Amazon's Experience
he digital brand of Amazon is based on customer-centricity, continuous innovation and delivering excellent customer service. Competition is heating up the digital market space, with more players joining the fray. E-commerce leader Amazon mainly depends on its delivery service for the final products reach customers. The hassle-free distribution is indispensable for customer satisfaction. Any issue caused during this process can lead to customer dissatisfaction and failure of customer retention. To achieve superior status against their competitors, Amazon strives to have the best delivery system in place. The paper explores the problems often faced by customers and also identifies the factors that lead to customer satisfaction with respect to delivery. Exploratory factor analysis was performed to carry out the said objective.
American Versus French Brand Identity Paradigms: A Comparative Study
Brand identity means to brand strategy what strategic intent means to business strategy. It revolves around brand promise and associations to specific entities; however; it deviates with respect to different global perspectives. A comparison of the American perspective on brand identity with the French perspective shows that they deviate in important respects and overlap in others. The two perspectives are discussed in-depth in this paper. It is argued that the branded world needs both these perspectives and that they can cross-fertilize each other in many ways.
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