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The main objective of this thesis is to determine whether the exposure of potential consumers to a stimulus presenting an alliance of the image of a non-endemic brand with the image of eSport, in the context of sponsorship, has an influence on the image of the non-endemic brand.

eSport --- image --- sponsoring --- ecosystem --- brand equity --- Sciences économiques & de gestion > Marketing

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Abstract

Access-based services (ABS), which offer multiple consumers the temporary use of products without transfer of ownership, are becoming increasingly popular. Yet, consumers seem reluctant to fully embrace these service innovations and as a result, numerous access-based businesses experience failure. Recent studies identify consumer contamination concerns as a specific psychological barrier that hinders customers from adopting ABS. Fears of contamination arise when a person perceives that actual or imagined contact between an object and another person occurred, leading to a transfer of germs or residues. However, research on contamination in an ABS context is only emerging and empirical evidence on how to successfully overcome the contamination barrier is lacking. This study contributes to prior research by investigating brand equity as a firm strategy aimed at overcoming the contamination barrier to ABS. Thereby, a product’s physical proximity is examined as a factor influencing consumer contamination concerns. Moreover, this study explores the mediating role of customer stereotypes in the relationship between brand equity and contamination concerns. The results of a scenario-based experiment (N = 296) reveal that products characterized by close physical proximity to one’s body elicit higher feelings of contamination among customers. Furthermore, the study results confirm brand equity to be an effective firm strategy to reduce consumer contamination concerns in ABS for products characterized by close as well as far physical proximity. Warmth and competence stereotypes act as critical mediators in the relation between brand equity and consumer contamination concerns. The results suggest that service providers should consider contamination effects when developing their product strategy and invest in brand building strategies as well as strategies cultivating favorable brand stereotypes to mitigate the contamination barrier and to boost the adoption rate of their service innovations.

Access-based services, sharing economy, customer barriers, service innovations, consumer contamination concerns, brand equity, stereotypes --- Sciences économiques & de gestion > Marketing

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De afgelopen twee decennia is het belang van brand equity binnen de marketingwereld sterk toegenomen. Exclusief voor haar begunstigers publiceert SWOCC daarom het nieuwste boek van Giep Franzen over dit onderwerp. Brandmanagers beginnen zich steeds meer te realiseren dat hun merken wellicht meer waarde hebben dan hun materiele activa. Brand equity, de invloed die een merk uitoefent op het (koop-) gedrag van relevante stakeholders, is dan ook steeds interessanter en relevanter geworden. In publicatie 41 besteedt SWOCC aandacht aan dit concept. Auteur Giep Franzen geeft in dit Engelstalige boek een zo volledig mogelijk beeld van brand equity. Wat is brand equity precies? Uit welke onderdelen bestaat brand equity? Hoe wordt brand equity geïmplementeerd in merkbeleid en strategie? Hoe wordt het concept gemeten? En hoe kan brand equity worden afgezet tegen brand value? In de jongste SWOCC-uitgave, die begin juni 2007 is verschenen, worden deze vragen beantwoord.

Merken. --- Brand equity. --- Merkbeleid --- Relatiemarketing --- Merktrouw --- Consumentengedrag --- Merkwaarde --- Branding --- #SBIB:309H2810 --- #SBIB:309H252 --- Organisatorische aspecten van het reclamewezen --- Externe communicatie (incl. public relations)

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Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very difficult for many managers, mainly because they don't realize exactly what and how much goes into this branding process. This book will explain this process.

Branding (Marketing) --- basics of branding --- positioning statement --- emotional branding --- consumer insights --- corporate branding --- global branding --- country branding --- market research --- creativity --- ideation --- innovation model --- brand names and logos --- B2B --- business-to-business --- value proposition --- value pricing --- commoditization --- marketing and sales alignment --- silos --- brand trust --- social media --- brand architecture --- personal branding --- employer branding --- brand equity --- B2C --- business-to-consumer

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This Special Issue contains articles include, but not limited to, empirical, analytical, or design-oriented approaches to the following topics: Monitoring of carrying capacity and mechanisms for managing tourist flows in rural areas; Systems and tools to measure the social, economic, and environmental sustainability of rural tourism; Integration between public tourism policies and private strategies in the promotion and implementation of sustainable practices; Policies for promoting public participation in the planning and development of sustainable rural tourism; The impacts of tourism on traditional agricultural activities; Identity enhancement of the territory and its productions; "Good practices" in the implementation of rural tourism sustainability.

rural revitalization --- rural tourism --- heritage preservation --- cinema --- filmic discourses --- rural areas --- landscapes --- gendered interpretation --- territorial identity --- Camino de Santiago --- sustainability --- landscape --- brand equity --- organic agriculture --- peripheral areas --- local development --- heritagisation --- sustainable rural tourism --- stakeholders --- disaffected citizens --- sustainable development --- Triple Bottom Line --- rural development --- agriculture --- sustainability matrix --- cultural ecosystem services --- ecosystem --- Nemunas Delta --- Curonian Lagoon --- permaculture --- downshifting --- development --- local resources --- marginal areas --- National Strategy for Inner Areas (SNAI --- Strategia Nazionale per le Aree Interne) --- sustainable local development --- experiential tourism --- Romania --- case study --- territorial valorization --- rural hospitality services --- Transylvania --- sport --- tourism --- “borgo” --- tourism development --- rural area --- sustainable tourism --- periurban --- multifunctional agriculture --- periurban parks --- n/a --- "borgo"