Review and conceptualization of commodity branding

• Autorzy: Friðrik Larsen
• Języki publikacji: EN

Abstrakty

EN

Companies can affect the choices by employing the various marketing tools they have at disposal. One of those tools is branding. Branding has long been recognized as an integral part of contemporary business environment. Few issues in marketing therefore now generate as much discussion amongst academics as branding. Overall however, whenever studies examine branding, few have made any attempt to recognize the role of branding in commodity-based industries. Reflection this concern, in this paper we argue that the branding of commodities has been largely neglected in the literature. It therefore follows that the overall aim of study is to present a state-of-the-art review of consumer and industrial branding literature, alongside research on the commodities. Commodity markets have become a global industry in their own right, which has created a potent site of influence across many industries.

Słowa kluczowe

EN

Market; Product brand; Branding

PL

Rynek; Marka produktu; Budowanie świadomości marki

• Czasopismo: Scientific Publications / University of Economics in Katowice
• Rocznik: 2010
• Tom: Consumer Behavior and Marketing Strategies of Companies in the European Market
• Strony: 83--99

Twórcy

autor

Friðrik Larsen

• Reykjavik University Iceland

Bibliografia

• Aaker, D.A. (1996): Building Strong Brands. Free Press, New York
• Aaker, D.A. (1992): The Value of Brand Equity. "Journal of Business Strategy", 13(4), 27
• Aaker, D.A. (2001): Strategic Market Management. 6th ed. John Wiley & Sons, New York
• Aaker, D.A., Joachimsthaler, E. (2000): Brand Leadership. Free Press, New York
• Aaker, D.A., Shansby, J.G. (1982): Positioning Your Product. "Business Horizons", 25(3), 56
• Alston, J.M., Crespi, J.M., Kaiser, H.M., Sexton, R.J. (2007): An Evaluation of California's Mandated Commodity Promotion Programs. "Review of Agricultural Economics", 29(1), pp. 40-63
• Ambler, T., Bhattacharya, C.B., Edell, J., Keller, K.L. (2002): Relating Brand and Customer Perspectives on Marketing Management. "Journal of Service Research", 5(1), 13
• Ambler, T., Styles, C. (1996): Brand Development versus New Product Development: Towards a Process Model of Extension Decisions. "Marketing Intelligence & Planning", 14(7), pp. 10-19
• American Marketing Association (2008): Marketing Terms Dictionary - American Marketing Association. Http://www.marketingpower.com. [21.05.2008]
• Anderson, E.W., Sullivan, M.W. (1993): The Antecedents and Consequences of Customer Satisfaction for Firms. "Marketing Science", 12(2), pp. 125-143
• Anderson, R.C., Bowyer, J.L. (2001): Industry-Wide Product Promotion Within Commodity Industries: An opportunity for the Forest Products Industry? "Forest Products Journal", 51(11/12), pp. 64
• Barwise, P., Dunham, A., Ritson, M. (2000): In: Ties That Bind: Brands, Consumers and Businesses. Edited by J. Pawit V&A Publications, London
• Bendixen, M., Bukasa, K.A., Abratt, R. (2004): Brand Equity in the Business-to- Business Market. "Industrial Marketing Management", 33(5), pp. 371-380
• Bitner, M.J., Booms, B.H., Tetreault, M.S. (1990): The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. "Journal of Marketing", 54(1), pp. 71-84
• Blomback, A., Axelsson, B. (2007): The Role of Corporate Brand Image in the Selection of New Subcontractors. Journal of Business & Industrial Marketing, 22(6), pp. 418-430
• Bolton, R.N. (1998): A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction. "Marketing Science", 17(1), 45
• Brester, G.W., Schroeder, T.C. (1995): The Impacts of Brand and Generic Advertising on Meat Demand. "American Journal of Agricultural Economics", 77(4), pp. 969-979
• Broniarczyk, S.M., Gershoff, A.D. (2003): The Reciprocal Effects of Brand Equity and Trivial Attributes. "Journal of Marketing Research", 40(2), 161
• Burnham, T.A., Frels, J.K., Mahajan, V. (2003): Consumer Switching Costs: A Typology, Antecedents, and Consequences. "Journal of the Academy of Marketing Science", 31(2), pp. 109-12
• Carpenter, G.S., Glazer, R., Nakamoto, K. (1994): Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes. "Journal of Marketing Research", 31(3), pp. 339-350
• Caves, R.E., Williamson, P.J. (1985): What is Product Differentiation, Really? "Journal of Industrial Economics", 34(2), pp. 113-132
• Chernatony, L. de, McDonald, M. (1998): Creating Powerful Brands in Consumer, Service and Industrial Markets. Butterworth-Heinemann, Oxford
• Cronin Jr., J.J., Taylor, S.A. (1992): Measuring Service Quality: A Reexamination and Extension. "Journal of Marketing", 56(3), 55
• Debra Grace, Aron O'Cass. (2002): Brand Associations: Looking through the Eye of the Beholder. "Qualitative Market Research: An International Journal", 5(2), pp. 96-111
• Dobni, D., Zinkhan, G.M. (1990). In Search of Brand Image: A Foundation Analysis. "Advances in Consumer Research", 17(1), pp. 110-119
• Doney, P.M., Cannon, J.P. (1997): An Examination of the Nature of Trust in Buyer-Seller Relationships. "Journal of Marketing", 61(2), 35
• Doyle, P. (1990): Building Successful Brands: The Strategic Options. "Journal of Consumer Marketing", 7 (2), 5
• Duncan, T. (2002): IMC: Using Advertising and Promotion to Build Brands. Burr McGraw-Hill, Ridge, IL
• Evans, J.R., Berman, B. (1994): Marketing. Macmillan, New York
• Fomell, C. (1992): A National Customer Satisfaction Barometer: The Swedish Experience. "Journal of Marketing", 56(1), pp. 6-21
• Fournier, S. (1998): Consumers and their Brands: Developing Relationship Theory in Consumer Research. "Journal of Consumer Research", 24(4), pp. 343-373
• Fullerton, G. (2003): When Does Commitment Lead to Loyalty? "Journal of Service Research", 5(4), 333
• Ganesan, S. (1994): Determinants of Long-Term Orientation in Buyer-Seller Relationships. "Journal of Marketing", 58(2), 1
• Garbarino, E., Johnson, M.S. (1999): The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. "Journal of Marketing", 63(2), pp. 70-8
• . Gardner, B.B., Levy, S.J. (1955): The Product and the Brand. "Harvard Business Review", 33(2), pp. 33-39
• Grayson, K., Ambler, T. (1999). The Dark Side of Long-Term Relationships in Marketing Services. "Journal of Marketing Research", 36(1), pp. 132-141
• Gronhaug, K., Gilly, M.C. (1991): A Transaction Cost Approach to Consumer Dissatisfaction and Complaint Actions. "Journal of Economic Psychology", 12(1), 165
• Gronroos, C. (1988): Sendee Quality: The Six Criteria of Good Perceived Service. "Review of Business", 9 (3), 10
• Gronroos, C. (1991): The Marketing Strategy Continuum: Towards a Marketing Concept for the 1990s. "Management Decision", 29(1), 7
• Gummesson, E. (1987): The New Marketing - Developing Long Term Interactive Relationships. "Long Range Planning", 20(4), pp. 10-20
• Hakansson, H., Waluszewski, A. (2005): Developing a New Understanding of Marketing: Reinterpreting the 4Ps. "Journal of Business & Industrial Marketing", 20(3), pp. 110-117
• Hartmann, P., Apaolaza Ibanez, V., Forcada Sainz, F.J. (2005): Green Branding Effects on Attitude: Functional Versus Emotional Positioning Strategies. "Marketing Intelligence & Plannig", 23(1), pp. 9-29
• Hartmann, P., Apaolaza Ibanez, V. (2007): Managing Customer Loyalty in Liberalized Residential Energy Markets: The Impact of Energy Branding. "Energy Policy", 35(4), pp. 2661-2672
• Hellier, P.K., Geursen, G.M., Carr, R.A., Rickard, J.A. (2003): Customer Repurchase Intention: A General Structural Equation Model. "European Journal of Marketing", 37(11/12), 1762
• Heskett, J.L., Jones, T.O., Loveman, G.W., Sasser, J., Earl, W., Schlesinger, L.A. (2008): Putting the Service-Profit Chain to Work. "Harvard Business Review", 86(7), pp. 118-129
• Hess, J., Story, J. (2005): Trust-Based Commitment: Multidimensional Con- sumer-Brand Relationships. "Journal of Consumer Marketing", 22(6), pp. 313-322
• Hocutt, M.A. (1998): Relationship Dissolution Model: Antecedents of Relationship Commitment and the Likelihood of Dissolving a Relationship. "International Journal of Service Industry Management", 9(2), 189
• Homer, P.M. (2008): Perceived Quality and Image: When All is Not "Rosy''. "Journal of Business Research", 61(7), pp. 715-723
• Hutton, J.G. (1997): A Study of Brand Equity in An Organizational-Buying Context. "Journal of Product & Brand Management", 6(6), 428
• Johnson, J.L. (1999): Strategic Integration in Industrial Distribution Channels: Managing the Interfirm Relationship as Strategic Asset. "Journal of the Academy of Marketing Science", 27(1), 4
• Jones, M.A., Mothersbaugh, D.L., Beatty, S.E. (2000): Switching Barriers and Repurchase Intentions in Services. "Journal of Retailing", 76(2), 259
• Jones, T.O., Sasser Jr., W.E. (1995): Why Satisfied Customers Defect. "Harvard Business Review", 73(6), pp. 88-91
• Keller, K.L. (1993): Conceptualizing, Measuring, Managing Customer-Based Brand Equity. "Journal of Marketing", 57(1), pp. 1-22
• Keller, K.L. (1998): Strategic Brand Management, Building, Measuring, and Managing Brand Equity. Prentice-Hall, Upper Saddle River
• Kohli, C., Thakor, M. (1997): Branding Consumer Goods: Insights from Theory and Practice. "Journal of Consumer Marketing", 14(2), pp. 206-219
• Kotler, P. (1991): Marketing Managament: Analysis, Planning, and Control. 8th ed. Prentice-Hall, Englewood Cliffs, NJ
• Kotler, P. (1994): Marketing Management: Analysis, Planning, Implementation, and Control. 8th ed. Prentice-Hall, Englewood Cliffs
• Kotler, P., Keller, K.L. (2005): Marketing Management. 12th ed. Prentice Hall, Englewood Cliffs
• Kotler, P., Pfoertsch, W. (2007): Being Known or Being One of Many: The Need for Brand Management for Business-to-Business (B2B) Companies. "Journal of Business & Industrial Marketing", 22(6), pp. 357-362
• Krishnamurthi, L., Mazumdar, T., Raj, S.P. (1992): Asymmetric Response to Price in Consumer Brand Choice and Purchase Quantity Decisions. "Journal of Consumer Research", 19(3), pp. 387-400
• Larsen, F., Greenley, G., Palmer, M., & Rudd, J. (2008): Rannsoknlr ife- lagsvisinum IX. Commodity Branding: A Review, Conceptualization and Reserch Agenda, 9, pp. 149-162
• Lasser, W., Mittal, B., Sharema, A. (1995): Measuring Consumer Based Brand Equity. "Journal of Consumer Marketing", 12, pp. 11-19
• Lee, J., Lee, J., Feick, L. (2001): The Impact of Switching Costs on the Customer Satisfaction-Loyalty Link: Mobile Phone Service in France. "The Journal of Services Marketing", 15(1), 35
• Lemon, K.N., Rust, R.T., Zeithaml, V.A. (2001): What Drives Customer Equity. "Marketing Management", 10(1), 20
• Liljander, V., Strandvik, T. (1995): The Nature of Customer Relationships in Services. In:, Advances in Services Marketing and Management. Edited by T.A. Swartz, D.E. Brown, S.W. Brown. JAI Press, Greenwich, CT, pp. 141-167
• Martinez, E., Chematony, L. de (2004): The Effect of Brand Extension Strategies upon Brand Image. "Journal of Consumer Marketing", 21(1), pp. 39-50
• McQuiston, D.H. (2004): Successful Branding of a Commodity Product: The Case of RAEX LASER Steel. "Industrial Marketing Management", 33(4), pp. 345-354
• Michell, P., King, J., Reast, J. (2001): Brand Values Related to Industrial Products. "Industrial Marketing Management", 30(5), pp. 415-425
• Mittal, B., Lassar, W.M. (1998): Why do Customers Switch? The Dynamics of Satisfaction. "Journal of Services Marketing", 12(2), 177
• Moorman, C., Zaltman, G., Deshpande, R. (1992): Relationships Between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations. "Journal of Marketing Research", 29(3), pp. 314-328
• Morgan, R.M., Hunt, S. (1999): Relationships-Based Competitive Advantage: The Role of Relationship Marketing in Marketing Strategy. "Journal of Business Research", 46(3), pp. 281-290
• Morgan, R.M., Hunt, S.D. (1994): The Commitment-Trust Theory of Relationship Marketing. "Journal of Marketing", 58(3), 20
• Mudambi, S. (2002): Branding Importance in Business-to-Business Markets: Three Buyer Clusters. "Industrial Marketing Management", 31(6), pp. 525-533
• Mudambi, S.M., Doyle, P., Wong, V. (1997): An Exploration of Branding in Industrial Markets. "Industrial Marketing Management", 26(5), pp. 33-446
• Nilson, T.H. (1998): Competitive Branding. John Wiley & Sons Ltd., England
• Olins, W. (1989): Corporate Identity - Making Business Strategy Visible through Design. Thames & Hudson, London
• Oliva, T.A., Oliver, R.L., MacMillan, I.C. (1992): A Catastrophe Model for Developing Service Satisfaction Strategies. "Journal of Marketing", 56(3), 83
• Oliver, R.L. (1980): A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. "Journal of Marketing Research", 17(4), pp. 460-469
• Patterson, P.G., Spreng, R.A. (1997): Modelling the Relationship Between Perceived Value, Satisfaction and Repurchase Intentions in a Business-to- Business, Services Context: An Empirical Examination. "International Journal of Service Industry Management", 8(5)
• Pesce, B. (2002): What's in a Brandt "Public Utilities Fortnightly", 1(2), 24
• Peter, J.P., Tarpey Sr., L.X. (1975): A Comparative Analysis of Three Consumer Decisions Strategies. "Journal of Consumer Research", 2(1), pp. 29-37
• Ranaweera, C., Prabhu, J. (2003): The Influence of Satisfaction, Trust and Switching Barriers on Customer Retention on a Continuous Purchasing Setting. "International Journal of Service Industry Management", 14(4), pp. 374-395
• Reeves, R. (1984). Reality in Advertising. Knopf-Alfred A Inc., New York
• Reichheld, F.F. (1993): Loyalty-Based Management. "Harvard Business Review", 71(2), pp. 64-73
• Ries, A., Trout, J. (1986): Positioning: The Battle for Your Mind. McGraw-Hill Inc., New York
• Ries, A., Ries, L. (2002): The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-class Brand. HarperCollins, New York, NY
• Riezebos, R. (2003): Brand Management - a Theoretical and Practical Approach. Pearson, Harlow
• Romaniuk, J., Sharp, B., Ehrenbcrg, A. (2007): Evidence Concerning the Importance of Perceived Brand Differentiation. "Australasian Marketing Journal", 15(2), 42
• Rust, R.T., Lemon, K.N. (2001): E-service and the Consumer. "International Journal of Electronic Commerce", 5(3), pp. 85-101
• Rust, R.T., Zahorik, A.J. (1993): Customer Satisfaction, Customer Retention, and Market Share. "Journal of Retailing", 69(2), 193
• Ruyter K. de, Wetzels M., Bloemer J. (1998): On the Relationship Between Perceived Service Quality, Service Loyalty and Switching Costs. "International Journal of Service Industry Management", 9(5), 436
• Schurr, P.H., Ozanne, J.L. (1985): Influences on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness. "Journal of Consumer Research", 11(4), pp. 939-953
• Sharma, N., Patterson, P.G. (2000): Switching Costs, Alternative Attractiveness and Experience as Moderators of Relationship Commitment in Professional, Consumer Services. "International Journal of Service Industry Management", 11(5), 470
• Sharp, B., Dawes, J. (2001): What is Differentaition and How Does It Work? "Journal of Marketing Management", 17, pp. 1-20
• Simoes, C., Dibb, S. (2001): Rethinking the Brand Concept: New Brand Orientation. "Corporate Communications", 6(4), 217
• Sirdeshmukh, D., Singh, J., Sabol, B. (2002): Consumer Trust, Value, and Loyalty in Relational Exchanges. "Journal of Marketing", 66(1), pp. 15-37
• Srnivasan, M. (1996): New Insights into Switching Behavior. "Marketing Research", 8(3), pp. 26-33
• Stem, B., Zinkhan, G.M., Jaju, A. (2001): Marketing Images: Construct Definition, Measurement Issues, and Theory Development. "Marketing Theory", 1(201)
• Storbacka, K., Strandvik, T., Gronroos, C. (1994): Managing Customer Relationships for Profit: The Dynamics of Relationship Quality. "International Journal of Service Industry Management", 5(5), 21
• Swan, J.E., Trawick, I.F. (1981): Disconfirmation of Expectations and Satisfaction with a Retail Service. "Journal of Retailing", 57(3), 49
• Taylor, S.A., Baker, T.L. (1994): An Assessment of the Relationship Between Service Quality and Customer Satisfaction in the Formation of Consumers' Purchase Intentions. "Journal of Retailing", 70(2), 163
• Tokarczyk, J., Hansen, E. (2006): Creating Intangible Competitive Advantages in the Forest Products Industry. "Forest Products Journal", 56(7), pp. 4-13
• Ward, R., Chang, J., Thompson, S. (1985): Commodity Advertising: Theortical Issues Relating to Generic and Brand Promotions. "Agribusiness", 1 (4), pp. 269-279
• Ward, S., Light, L., Goldstine, J. (1999): What High-Tech Managers Need to Know About Brands. "Harvard Business Review",'77(4), pp. 85-95
• Wathne, K.H., Biong, H., Heide, J.B. (2001): Choice of Supplier in Embedded Markets: Relationship and Marketing Program Effects. "Journal of Marketing", 65(2), pp. 54-66
• Wiedmann, K. (2004): Measuring Brand Equity for Organising Brand Management in the Energy Sector: A Research Proposal and First Empirical Hints. "Journal of Brand Management", 12(2), pp. 124-139
• Wiedmann, K. (2005): Measuring Brand Equity for Organising Brand Management in the Energy Sector - A Research Proposal and first Empirical Hints: Part 2: Concept and Results of an Empirical Study in the German Energy Market. "Journal of Brand Management", 12(3), 207
• Woodside, A.G., Frey, L.L., Daly, R.T. (1989): Linking Service Quality, Customer Satisfaction, and Behavioral Intention. "Journal of Health Care Marketing", 9(4), pp. 5-17
• Zahorik, A.J., Rust, R.T. (1992): Modeling the Impact of Service Quality on Profitability: A Review. In: Advances in Services Marketing and Management. Edited by T. Swartz, D.E. Brown, S.W. Brown. JAI Press, Greenwich, CT, pp. 2-22