عنوان انگلیسی مقاله:

The effect of collective brand on advertising productivity

ترجمه عنوان مقاله: اثر نام تجاری اشتراکی (جمعی) بر بهره وری تبلیغات

رشته: بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 26 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

Purpose: The purpose of this paper is to analyse the advertising productivity of a collective brand strategy vs a non-collective brand strategy, as well as the moderating role of company characteristics (age of the company, individual brand reputation and degree of competition that the company faces). The main hypothesis is that a collective brand has a positive influence on the advertising productivity of its member companies, as it is a collective reputation indicator in experience goods.

Design/methodology/approach: The methodology is based on the application of regression models with panel data of companies in a Spanish experience goods industry between 2004 and 2012. The empirical analysis is made in the Spanish winery sector, given the proliferation in the wine market of public collective brands (i.e. protected designation of origin labels).

Findings: The results show that a company associated with a collective brand has greater advertising productivity than a non-associated company. Advertising productivity is also higher for brands with better individual reputations associated with a collective brand. Moreover, the relative effect of a collective brand on advertising productivity is higher when the company competes in a market with a higher level of competition.

Originality/value: The literature has paid little attention to the relationship between collective brand strategy and the advertising productivity of member companies. This study considers that the advertising productivity of companies in collective brands could be explained by the effects derived from the collective brand reputation.

Keywords: Wine, Brands, Advertising productivity, Collective reputation

Type: Research paper

مقدمه مقاله

Intensifying environmental regulations by governments and other bodies, growing pressures on organizations by stakeholder groups to preserve the environment, and rising concern of the general public about the harmful effects of certain industry practices on the ecology are issues responsible for the phenomenal increase worldwide in the number of firms adopting environmentally friendly approaches in their sourcing, operating, and marketing activities (Gura ̆u and Ranchhod, 2005; Menon and Menon, 1997; Polonsky and Rosenberger, 2001; Sriram and Forman, 1993). Advertising plays a critical role in communicating this pro-environmental image while harnessing an eco-friendly consciousness among consumers and organizations (Grillo et al., 2008;Iyer and Banerjee, 1993). Recent evidence has shown that green advertising has grown exponentially in the last two decades (Futerra, 2008), becoming the driving force behind increasing public awareness of ecological issues and skyrocketing demand for eco-friendly goods (Easterling et al., 1996; Polonsky et al. , 1997).

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