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Discriminant
Analysis of Adopters and Non-Adopters of Global Brands:
Empirical Evidence From India and Malaysia
--
Sujana Adapa
The
present research aims to evaluate the suggested framework
in the adoption of global brands exhibited by the Indian
and Malaysian consumers by integrating the concepts of brand
equity and attitude. Based on the Aaker and Keller's conceptualization
of brand equity and innovation diffusion theory, a list
of potential facilitators of global brands adoption was
derived and further used as a basis for data collection
from the respondents. The data obtained was factor analyzed
to determine the key dimensions that facilitate global brands
adoption. Discriminant analysis was performed in order to
identify the factors that are sufficient to discriminate
between the respondents as adopters and non-adopters based
on the resulting key dimensions. The results reveal that
out of the brand equity dimensions, brand awareness is a
key dimension that sufficiently discriminates between adopters
and non-adopters of global brands irrespective of the level
of involvement that the consumers assign to the product
category in both the nations. Similarly, with regard to
the attitude factors, result demonstrability is the key
dimension that discriminates between adopters and non-adopters
in high as well as low involvement product categories in
India and Malaysia. The outcome of this research is beneficial
for marketers in effective formulation of international
marketing strategies. The research also underpins the importance
that global brand managers need to assign various communication
strategies for effective product positioning.
©
2008 IUP . All Rights Reserved.
Moving
Beyond the Brand Relationship Spectrum: A Semiotic Postmortem
-- Henrik Uggla and Daniel Filipson
The
aim of this paper is to discuss the brand relationship spectrum
from a semiotic perspective. The brand relationship spectrum
is explained and discussed in terms of three brand relationship
spectrum traps, analyzed through pragmatic semiotics, and
finally, recontextualized and derived into its icon index
and symbol properties.
©
2008. IUP . All Rights Reserved.
The
Brand Marketing of Halal Products: The Way Forward
-- Patrick Low Kim Cheng
A
timely paper, through literature review and research method
of interviewing 34 respondents, the author examines the
brand marketing strategies—applying 4Ps (Price, Product,
Promotion and Place) and other strategic options—of
Halal products with reference to Halal companies in Brunei
Darussalam, marketing their Halal products to the region,
if not to the world.
©
2008 IUP . All Rights Reserved.
The
Concept and Origin of Brand Architecture: A Comprehensive
Literature Survey
-- R Harish
Brand
architecture is comparatively a new concept. This terminology
was used for the first time in 1995. In essence, it refers
to an organization's approach to the design and management
of its brand portfolio—decisions regarding number of
brands, role of specific brands and relationships among
the brands. This paper presents a comprehensive literature
survey on the pioneering work done on this subject by renowned
researchers and academicians. Brand architecture plays a
very important role in the management of a large product
portfolio, but this is perhaps often not consciously recognized.
More research could throw fresh light on its application.
©
2008 IUP . All Rights Reserved.
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