Details
| Original language | English |
|---|---|
| Title of host publication | Creating Marketing Magic and Innovative Future Marketing Trends |
| Subtitle of host publication | Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference |
| Publisher | Springer Nature |
| Pages | 285 |
| Number of pages | 1 |
| Publication status | Published - 7 Jan 2017 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (electronic) | 2363-6173 |
Abstract
In both marketing research and business practice, the study of corporate brand reputation has gained growing interest. Especially, the highly dynamic and intense contentions in the various markets worldwide initialized a paradigm shift from physical competition, including tangible problem solutions and overall product quality, to a psychological competition with reference to identity and reputation. However, better knowledge of drivers of corporate brand reputation, and the effects on the overall brand performance from a customer’s perspective, is still needed. That said, previous studies about corporate brand reputation fall back on traditional and basic explicit self-reporting scales. However, an increasing number of neuroeconomic studies indicate that customers are not fully aware of their thoughts and opinions. In fact, most mental processes are of so-called implicit nature, taking place hidden in the unconscious and automatic mind. Yet, established models of corporate brand reputation are missing implicit processes completely. Against this backdrop, the aim of the current paper is to fill this research gap. For that reason, a holistic framework of dual information processing is derived with reference to corporate brand reputation. Furthermore, related explicit (reflected/deliberate) and implicit (impulsive/automatic) measures are developed and applied to capture the dual facets of corporate brand reputation. The empirical results provide evidence that both dimensions, implicit and explicit corporate brand reputation, have a crucial impact on the degree of attachment toward the brand.
Keywords
- Business Practice, Current Paper, Customer Relationship Management, Paradigm Shift, Product Quality
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
- Business, Management and Accounting(all)
- Strategy and Management
Cite this
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Creating Marketing Magic and Innovative Future Marketing Trends: Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference. Springer Nature, 2017. p. 285 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output: Chapter in book/report/conference proceeding › Conference contribution › Research › peer review
}
TY - GEN
T1 - Abstract
T2 - Magical Repute (The Explicit and Implicit Effect of Corporate Brand Reputation on Brand Attachment)
AU - Wiedmann, Klaus Peter
AU - Schmidt, Steffen
AU - Langner, Sascha
AU - Reiter, Philipp
AU - Albertsen, Levke
AU - Karampournioti, Evmorfia
PY - 2017/1/7
Y1 - 2017/1/7
N2 - In both marketing research and business practice, the study of corporate brand reputation has gained growing interest. Especially, the highly dynamic and intense contentions in the various markets worldwide initialized a paradigm shift from physical competition, including tangible problem solutions and overall product quality, to a psychological competition with reference to identity and reputation. However, better knowledge of drivers of corporate brand reputation, and the effects on the overall brand performance from a customer’s perspective, is still needed. That said, previous studies about corporate brand reputation fall back on traditional and basic explicit self-reporting scales. However, an increasing number of neuroeconomic studies indicate that customers are not fully aware of their thoughts and opinions. In fact, most mental processes are of so-called implicit nature, taking place hidden in the unconscious and automatic mind. Yet, established models of corporate brand reputation are missing implicit processes completely. Against this backdrop, the aim of the current paper is to fill this research gap. For that reason, a holistic framework of dual information processing is derived with reference to corporate brand reputation. Furthermore, related explicit (reflected/deliberate) and implicit (impulsive/automatic) measures are developed and applied to capture the dual facets of corporate brand reputation. The empirical results provide evidence that both dimensions, implicit and explicit corporate brand reputation, have a crucial impact on the degree of attachment toward the brand.
AB - In both marketing research and business practice, the study of corporate brand reputation has gained growing interest. Especially, the highly dynamic and intense contentions in the various markets worldwide initialized a paradigm shift from physical competition, including tangible problem solutions and overall product quality, to a psychological competition with reference to identity and reputation. However, better knowledge of drivers of corporate brand reputation, and the effects on the overall brand performance from a customer’s perspective, is still needed. That said, previous studies about corporate brand reputation fall back on traditional and basic explicit self-reporting scales. However, an increasing number of neuroeconomic studies indicate that customers are not fully aware of their thoughts and opinions. In fact, most mental processes are of so-called implicit nature, taking place hidden in the unconscious and automatic mind. Yet, established models of corporate brand reputation are missing implicit processes completely. Against this backdrop, the aim of the current paper is to fill this research gap. For that reason, a holistic framework of dual information processing is derived with reference to corporate brand reputation. Furthermore, related explicit (reflected/deliberate) and implicit (impulsive/automatic) measures are developed and applied to capture the dual facets of corporate brand reputation. The empirical results provide evidence that both dimensions, implicit and explicit corporate brand reputation, have a crucial impact on the degree of attachment toward the brand.
KW - Business Practice
KW - Current Paper
KW - Customer Relationship Management
KW - Paradigm Shift
KW - Product Quality
UR - http://www.scopus.com/inward/record.url?scp=85125177246&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-45596-9_55
DO - 10.1007/978-3-319-45596-9_55
M3 - Conference contribution
AN - SCOPUS:85125177246
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 285
BT - Creating Marketing Magic and Innovative Future Marketing Trends
PB - Springer Nature
ER -