IDEAS home Printed from https://ideas.repec.org/a/ttu/rebcee/57.html
   My bibliography  Save this article

Branding Paradigms in the Fast Moving Consumer Goods Industry

Author

Listed:
  • Roxana Wright

    (Plymouth State University)

Abstract

The goal of this study is to investigate branding models and whether they distinguish companies on the basis of revenue in Romania. Analysis of covariance is used to explore differences across three clearly identified branding paradigms used by major companies. It was found that, contrary to the commonly held understanding, a traditional branding paradigm that is based on familiarity and local values does not differentiate a firm in terms of revenue. A variety of branding models can be effective if the brand is clearly positioned in the consumers’ minds. Whilst sensitivity to national culture and local preferences remains a priority, companies should not rely on rescriptive models of branding that are steeped in overall market tendencies or emotional heritage. The paper brings evidence on branding in Romania that did not exist previously to enrich the executive and research agendas on sensitivity to local culture and the relationship between branding and firm performance.

Suggested Citation

  • Roxana Wright, 2014. "Branding Paradigms in the Fast Moving Consumer Goods Industry," Research in Economics and Business: Central and Eastern Europe, Tallinn School of Economics and Business Administration, Tallinn University of Technology, vol. 6(2).
    • Handle: RePEc:ttu:rebcee:57
    as

    Download full text from publisher

    File URL: http://www.rebcee.eu/index.php/REB/article/download/57/57
    Download Restriction: no
    File URL: http://www.rebcee.eu/index.php/REB/article/view/57
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
    2. Fey, Carl & Björkman, Ingmar, 2000. "The Effect of Human Resource Management Practices on MNC Subsidiary Performance in Russia," SSE/EFI Working Paper Series in Business Administration 2000:6, Stockholm School of Economics.
    3. Gary S. Hansen & Birger Wernerfelt, 1989. "Determinants of firm performance: The relative importance of economic and organizational factors," Strategic Management Journal, Wiley Blackwell, vol. 10(5), pages 399-411, September.
    4. Deshpande, Rohit & Hoyer, Wayne D & Donthu, Naveen, 1986. "The Intensity of Ethnic Affiliation: A Study of the Sociology of Hispanic Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 214-220, September.
    5. Gheorghe Meghisan & Adriana Lazarescu & Georgeta-Madalina Meghisan, 2012. "Marketing Study Regarding The Consumption Behaviortowards Kaufland Hypermarkets," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 1(40), pages 45-50.
    6. Luigi Dumitrescu & Simona Vinerean, 2010. "The Glocal Strategy Of Global Brands," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 5(3), pages 147-155, December.
    7. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    8. Strizhakova, Yuliya & Coulter, Robin A. & Price, Linda L., 2008. "The meanings of branded products: A cross-national scale development and meaning assessment," International Journal of Research in Marketing, Elsevier, vol. 25(2), pages 82-93.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ulla A. Saari & Saku J. Mäkinen, 2017. "Measuring brand experiences cross-nationally," Journal of Brand Management, Palgrave Macmillan, vol. 24(1), pages 86-104, January.
    2. Zablah, Alex R. & Brown, Brian P. & Donthu, Naveen, 2010. "The relative importance of brands in modified rebuy purchase situations," International Journal of Research in Marketing, Elsevier, vol. 27(3), pages 248-260.
    3. MAK Yee Mei & Margaret, 2015. "Analysis of the Current State of Online Reputation of Public Institutions and the Possibilities of Its Improvement," Journal of Business & Management (COES&RJ-JBM), , vol. 3(3), pages 406-415, July.
    4. MAK Yee Mei & Margaret, 2015. "An Evaluation of the determinants of Brand equity in fast food business in Hong Kong," Journal of Social Sciences (COES&RJ-JSS), , vol. 4(1), pages 691-704, January.
    5. Japutra, Arnold & Molinillo, Sebastian, 2019. "Responsible and active brand personality: On the relationships with brand experience and key relationship constructs," Journal of Business Research, Elsevier, vol. 99(C), pages 464-471.
    6. Hohenberger, Christoph & Grohs, Reinhard, 2020. "Old and exciting? Sport sponsorship effects on brand age and brand personality," Sport Management Review, Elsevier, vol. 23(3), pages 469-481.
    7. Japutra, Arnold & Molinillo, Sebastian & Wang, Shasha, 2018. "Aesthetic or self-expressiveness? Linking brand logo benefits, brand stereotypes and relationship quality," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 191-200.
    8. Bikash Kumar Rup & Jyotiranjan Gochhayat & Sasmita Samanta, 2021. "Revisiting Brand Personality Attributes: Mediating Role of Brand Attitude," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 12(2), pages 124-136, April.
    9. Anant Jyoti Badgaiyan & Saumya Dixit & Anshul Verma, 2017. "If brands are people, then people are impulsive—assessing the connection between brand personality and impulsive buying behaviour," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 622-638, November.
    10. Block, Jörn H. & Fisch, Christian O. & Hahn, Alexander & Sandner, Philipp G., 2015. "Why do SMEs file trademarks? Insights from firms in innovative industries," Research Policy, Elsevier, vol. 44(10), pages 1915-1930.
    11. Venkatesh Shankar & Pablo Azar & Matthew Fuller, 2008. "—: A Multicategory Brand Equity Model and Its Application at Allstate," Marketing Science, INFORMS, vol. 27(4), pages 567-584, 07-08.
    12. Aksoy, Hasan, 2017. "How do innovation culture, marketing innovation and product innovation affect the market performance of small and medium-sized enterprises (SMEs)?," Technology in Society, Elsevier, vol. 51(C), pages 133-141.
    13. Tohru Yoshioka-Kobayashi & Tomofumi Miyanoshita & Daisuke Kanama, 2020. "Revisiting incremental product innovations in the food-manufacturing industry: an empirical study on the effect of intellectual property rights," Journal of Economic Structures, Springer;Pan-Pacific Association of Input-Output Studies (PAPAIOS), vol. 9(1), pages 1-19, December.
    14. Chang, Chia-Lin & Hsu, Hui-Kuang, 2013. "Modelling Volatility Size Effects for Firm Performance: The Impact of Chinese Tourists to Taiwan," MPRA Paper 45691, University Library of Munich, Germany.
    15. Ashish Sood & Gerard J. Tellis, 2009. "Do Innovations Really Pay Off? Total Stock Market Returns to Innovation," Marketing Science, INFORMS, vol. 28(3), pages 442-456, 05-06.
    16. Kenan Arifoğlu & Christopher S. Tang, 2023. "Luxury brand licensing: Competition and reference group effects," Production and Operations Management, Production and Operations Management Society, vol. 32(10), pages 3227-3245, October.
    17. Melanie Bowen & Xiaohan Hannah Wen & Shinhye Kim, 2023. "A lure or a turn-off: social media reactions to business model innovation announcements," Marketing Letters, Springer, vol. 34(1), pages 13-33, March.
    18. Rishi Kant & Deepak Jaiswal & Suyash Mishra, 2017. "The Investigation of Service Quality Dimensions, Customer Satisfaction and Corporate Image in Indian Public Sector Banks: An Application of Structural Equation Model(SEM)," Vision, , vol. 21(1), pages 76-85, March.
    19. Kim, Sang-Joon & Bae, John & Oh, Hannah, 2019. "Financing strategically: The moderation effect of marketing activities on the bifurcated relationship between debt level and firm valuation of small and medium enterprises," The North American Journal of Economics and Finance, Elsevier, vol. 48(C), pages 663-681.
    20. Liu, Zhihong & Huang, Songshan (Sam) & Hallak, Rob & Liang, Mingzhu, 2016. "Chinese consumers' brand personality perceptions of tourism real estate firms," Tourism Management, Elsevier, vol. 52(C), pages 310-326.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ttu:rebcee:57. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Anneli Kalm (email available below). General contact details of provider: https://edirc.repec.org/data/fettuee.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.