Brand Strength: Building and Testing Models Based on Experiential Information by Martin WalserBrand Strength: Building and Testing Models Based on Experiential Information by Martin Walser

Brand Strength: Building and Testing Models Based on Experiential Information

byMartin Walser

Paperback | January 29, 2004

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Recent years have seen an ever increasing interest in the phenomenon of brands. A great number of books and articles have been published focusing on as various subjects as brand value, brand meaning, brand awareness or brand communities. Despite the numerous and widely different approaches to brand research and management, there seems to be general agreement on one point: strong brands are a major asset to any business firm. The questions what constitutes a strong brand and how brand strength is to be measured, however, has stirred a hefty discussion in literature. With his research work presented in this book, Martin Walser has made a very interesting contribution to this discussion. Based on a description of the history of branding and the functions of brands in modem economies he first compares the various conceptional approaches to the brand phenomenon and develops a definition that perfectly fits the purpose of his research. v Preface This doctoral dissertation is the result of an investigation into the nature, measurement and formation of brand strength. It is an attempt to consolidate a fragmented field of research and to advance our knowledge, by providing one of the few empirical studies examining models of brand strength formation. This work would not have been possible without the help of a number of people.
Dr. Martin G. Walser promovierte bei Prof. Dr. Hans Mühlbacher am Lehrstuhl für Marketing der Universität Innsbruck. Er ist Unternehmensberater bei der Fokus Management Consulting AG in St. Gallen.
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Title:Brand Strength: Building and Testing Models Based on Experiential InformationFormat:PaperbackDimensions:324 pagesPublished:January 29, 2004Publisher:Deutscher UniversitätsverlagLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:3824479591

ISBN - 13:9783824479597

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Table of Contents

1. Introduction.- 1.1. Research problem and purpose.- 1.2. Research process and structure.- 2. Brands.- 2.1. The importance of brands.- 2.2. Historical evolution of brands.- 2.3. Functions of brands.- 2.3.1. Consumer-related brand functions.- 2.3.2. Distributor-related brand functions.- 2.3.3. Manufacturer-related brand functions.- 2.4. Defining "brand".- 2.4.1. Etymological and semantic origins of the term brand.- 2.4.2. Meanings of "brand" in the international literature.- 2.4.3. Meanings of "brand" in the german literature.- 2.4.4. Establishing a brand definition for the use in this work.- 2.5. Objects of branding activities.- 3. Brand evaluation.- 3.1. Causes for the interest in brand evaluation.- 3.2. Brand evaluation: classification and areas of application.- 3.2.1. Purposes within a financial perspective on brand valuation.- 3.2.2. Purposes within a marketing perspective on brand evaluation.- 3.3. Discussion of terminology.- 4. Brand strength.- 4.1. Classification of existing definitions.- 5. Measuring brand strength.- 5.1. A consumer-behavior framework for brand strength measures.- 5.1.1. Cognition-based measures of brand strength.- 5.1.1.1. Brands as stored information.- 5.1.1.2. Brand associations.- 5.1.1.2.1. Description of the measure.- 5.1.1.2.2. Research techniques.- 5.1.1.2.3. Empirical results.- 5.1.1.3. Brand awareness.- 5.1.1.3.1. Description of measures and research techniques.- 5.1.1.3.2. Empirical results.- 5.1.2. Affect-based brand strength measures.- 5.1.2.1. Attitudinal brand strength measures.- 5.1.2.1.1. Description of measures and research techniques.- 5.1.2.1.2. Empirical results.- 5.1.2.2. Preference-based brand strength measures.- 5.1.2.2.1. Description of measures and research techniques.- 5.1.2.2.2. Empirical results.- 5.1.3. Intention-based brand strength measures.- 5.1.3.1. Description of measures and research techniques.- 5.1.3.2. Empirical results.- 5.1.4. Behavior-based brand strength measures.- 5.1.4.1. Description of measures and research techniques.- 5.1.4.2. Empirical results.- 5.2. Summary of brand strength measures.- 5.3. Current problems in measuring brand strength.- 5.4. Assessing the necessity for multiple-construct measurement approaches.- 5.5. Conclusions and recommendations for measuring brand strength.- 6. Brand strength formation.- 6.1. A process of brand strength formation.- 6.1.1. Basic considerations.- 6.1.2. Models of information acquisition/processing & consumer learning.- 6.1.3. Brand-specific evaluation of consumer learning models.- 6.2. A conceptual model of brand strength formation.- 6.3. Antecedents of brand strength.- 6.4. A situative approach to assess the impact of experiential information on brand strength formation.- 7. Empirical design.- 7.1. Approach and objectives of the study.- 7.2. Operational definition of variables.- 7.2.1. Operational definition of brand strength.- 7.2.2. Operational definition of experiential information/experience.- 7.3. Empirical model and research hypotheses.- 7.4. Research method.- 7.4.1. Structure of the sample.- 7.4.2. Survey instrument.- 7.4.3. Procedure.- 7.4.4. Analysis.- 7.4.5. Reliability and validity of measures.- 7.4.6. Methods of analysis.- 8. Empirical findings.- 8.1. Hypothesis testing.- 8.1.1. The influence of experiential information on brand strength.- 8.1.2. The influence of brand experience on brand accessibility.- 8.1.3. The influence of experiential information on share-of-purchase.- 8.1.4. The influence of share-of-purchase on brand strength.- 8.1.5. The influence of share-of-purchase on brand accessibility.- 8.1.6. The influence of brand accessibility on brand strength.- 8.1.7. The Influence of specific competitive situations on brand strength.- 8.1.8. The moderating effect of brand experience on the impact of competitive situations on brand strength.- 8.2. Testing the causal model of brand strength formation.- 8.2.2. Testing the causal model of brand strength formation in competitive situation 2.- 8.2.3. Testing the causal model of brand strength formation in competitive situation 5.- 8.2.4. Testing the causal model of brand strength formation in competitive situation 6.- 8.3. Summary and discussion of findings.- 8.4. Limitations.- 9. Conclusions.- 9.1. Contribution.- 9.2. Implications for further research and brand management.- References.