As the rapid adoption of the Internet around the globe made digital marketing an indispensable means of gaining competitive advantage for many sectors (Leeflang, Verhoef, Dahlstrom, & Freundt, 2014), its appropriateness for luxury products remains debatable. The main lures to luxury products for many consumers are their exclusivity and rarity, two valuable attributes that are at odds with digital medias’ ubiquitousness and pervasiveness (Hennigs, Wiedmann, & Klarmann, 2012). The main purpose of this paper is to examine the effects of online promotion of luxury brands on different aspects of their brand image. Additionally, the paper checks how the impact of the Internet on luxuries’ brand image varies across different segments of luxury consumers and levels of brand luxuriousness. The main hypothesis of the study, that the Internet affects luxury brand image, is grounded in the McLuhan’s (1964) assertion that "the medium is the message". The congruence of the medium to the advertised brand has a positive effect on brand evaluations (Dahlén, 2005). Given that the Internet could serve as a tool for luxury firms to enhance their creative aspects (Okonkwo, 2009), the question arises as to how congruent the Internet is as a medium to luxury brands that sell on the basis of their exclusivity. The congruence of the Internet to the luxury brands is moderated by: the level of luxuriousness of the brand and the perceived luxury values. Dahlén, Granlund & Grenros (2009) have shown that the use of new media benefit more the “low reputation” brands rather than the “high reputation” ones. In high reputation brands consumers have expectations of higher standards from the medium and are more attentive to changes in the advertising medium. Moreover, by definition the higher the level of brand luxuriousness the higher its exclusivity and rarity. Hence, it is hypothesized that the Internet’s appropriateness as a medium will be negatively related to the luxuriousness of the brand. Luxury values influence consumer choices for luxury brands and brand image perceptions. Luxury value activation by contextual cues like the advertising medium is expected to align image perceptions to the expressed values. As a result, we expect brand image attributes that express specific luxury values to be influenced by the extent to which the medium promotes or inhibits the expression of such values. In luxuries, Wiedmann, Hennings and Siebels (2007) identified four categories of luxury values (financial, functional, individual and social) that are hypothesized to have a differential impact on the effect of the Internet to luxury brand image. To test the hypothesized relationships, an experimental design was used. Facebook was selected as a platform for “online” promotion and the stimuli were luxury watches. The results indicated online luxury promotion adversely affects luxury brand’s perceptions hedonism and uniqueness. The effects were more pronounced to the most luxurious brands and to specific luxury value segments. The results provide useful insights for the development of luxury brand strategies.

This study was designed to investigate luxury brand co-value creation. A mixed method approach was used to 1) identify encounter attributes of value co-creation, consumer value and brand value and 2) examine the relationships among encounter attributes, consumer value, brand value, and purchase intention to explain the process of value co-creation.

The luxury market is surely one of the most affected areas by the counterfeiting phenomenon. The presence of fake goods means very often a financial loss for companies, both in terms of reduced turnover, but also in terms of intangible losses (i.e. brand value reduction). This phenomenon has led companies, in the last years, to ask their New Product Development (NPD) division if and how it was possible to develop unique products, difficult or even impossible to replicate, and how to help customers in the identification of authentic goods versus fake ones. The authors propose a model to support fashion companies for developing anti-counterfeiting solutions since the NPD phases in order to deal with the effect of black and grey market and preserve their brand and products values.

The aim of this research was to empirical examine the influence of brand trust, perceived value on brand preference, and purchase intention for branded phones. The samples were gathered by a convenient sampling method. We collected data from 285 consumers who were visiting electronic supermarkets in Ho Chi Minh City, Vietnam. The measurement used a 5-point Likert scale ranging from 1=completely disagree, and 5=completely agree. PLS - Partial Least Squares method was performed to analyze the measurement model and the structural model. The study model was proposed from prior research. We had assessed the reliability of the scales through Cronbach’s alpha and composite reliability. As well, we also had evaluated discriminant validity through the Fornell-Larcker criterion. The findings of the study demonstrated that brand trust had a significantly positive influence on brand preference. Likewise, the findings of the research also stated that brand trust had a positive impact on purchase intention. The results revealed that perceived value had a positive effect on brand preference. Furthermore, the outcomes show that perceived value had a positive influence on purchase intention as well. Furthermore, the findings of the research showed that brand preference had a positive effect on purchase intention.

The study aims to investigate the effects of brand value in the oriental medicine cosmetics market, as perceived by consumers, on brand satisfaction, brand loyalty, and purchase intention. The subjects were Korean and Chinese female consumers, the primary consumers of oriental medicine cosmetics. A total of 615 sample surveys were analyzed from consumers who have experience using oriental medicine cosmetics. Out of the sample, 264 respondents had used Oriental medicine cosmetics for one to four years, 199 respondents for more than four years, and 108 respondents for three months to a year. Based on existing research, we categorized the value of oriental medicine cosmetics brands into four dimensions: emotional, social, functional, and epistemic values. Whether brand satisfaction and brand loyalty can be mediating factors in brand value influencing purchase intention was inspected through several hypotheses. As a result, except for the epistemic value factor, the brand value factors were found to have a positive effect on brand satisfaction and brand loyalty. In addition, emotional, social, and functional brand value factors influence purchase intention through brand loyalty, and it was found that brand loyalty is an important factor for oriental medicine cosmetics consumers, however mediator effects did not appear for brand satisfaction.

Purpose - The focus of this study is to investigate the structural influences such as brand value, relationship value, market orientation, long-term orientation, and performance. The effects of brand value and relationship value on the differences on transaction performance in b2b was investigated. Research design, data, and methodology - The subject of this study was a liquor and beverage distribution company that deals in b2b. The research hypothesis is based on literature of the preceding research analysis of brand value, relationship value, market orientation and long-term orientation. This study has constructs that was defined operationally by referencing previous studies. Operational questionnaire was used to investigate the target key staff who work in the liquor and beverage distribution company. 178 survey data were used for empirical analysis to prove the hypothesis. This study used structural equation techniques(AMOS) to prove the research hypothesis. Results – The main results of this empirical study were as follows. First, supplier’s brand awareness has a positive effect on market orientation, but did not affect long-term orientation. Brand awareness of suppliers indicates that they are not directly related to long-term orientation. Second, supplier’s brand image has a positive effect on market orientation and long-term orientation in b2b transaction. So, the brand image and reputation of the supplier suggest that it is important for the b2b transaction to have a market orientation tendency or a long-term orientation. Third, supplier’s relationship value has a positive effect on long-term orientation, but does not affect market orientation. Relationship value indicates that they are not directly related to market orientations of the buyer. Fourth, Market orientation has a positive effect on long-term orientation and marketing performance and long-term orientation has a positive effect on marketing performance in b2b. Additionally, the buyers market and long term orientation are important factors in marketing performance in b2b. ’ Conclusions – Based on empirical results, this study confirmed that brand image rather than brand awareness positively influenced long-term orientation as well as market orientation in b2b. Relationship value can be found in transactions, which is important for long-term orientation. Especially, these findings are suggestive in the consumer goods distribution market.

In this study, green design introducing nature into the commercial place is viewed how it gives not only psychological and emotional values to the customers but also economic value to commercial business self. Because economic value is to be difficult, complex and inaccurate in figure, this study was investigated for economic values of introduction of naturality by conversions of brand values. Also this study investigated how customers give economic benefits to the brand attitude and brand royalty when they were conscious of the introduction of the naturality in family restaurant and how customers expressed brand loyalty by revisits and recommended to others. For the analogical interpretation, it were clarified with three hypotheses. The first hypothesis was visual factors will have positive effects to brand attitude and brand loyalty and the second hypothesis was that, among customer evaluation factors, introductions of naturality will affect more to the brand attitude and brand loyalty than visual factors. The third hypothesis was family restaurants of natural stlye would have introduced green design factors which were represented by plants and naturality. The results of this study were as follows: The first hypothesis was verified that visual factor was influenced for positive effect on higher brand attitude and brand loyalty of customers. The second hypothesis was investigated that recognition of natural elements were influenced for positive effect on higher brand attitude and brand loyalty of customers. Thirdly, the restaurants of natural stlye were explained by natural elements factors and has more positive relations to the brand attitude and brand loyalty than other type for introducing plants. Finally, this study was propsed that introducing natural plants in commercial family restaurant was to estimate brand asset values and to have motive to practice green design with natural elements, speciality natural plants.

This study developed three indices for evaluating regional brand value, i.e. awareness index, experience index, and attractiveness index. We used an AHP approach to estimate these indices for 151 rural regions (151 administrative jurisdictions in Korea). Our estimation results show that regional brand index varies considerably across regions by the individual characteristics of interviewee. First, the value of regional brand of local jurisdiction is higher than that of more integrated administrative jurisdiction. Second, the brand value of Gangwon and Jeolla region is higher than that of other regions. Third, the interviewees with school children in the age of 40-50 are likely to have higher regional brand value. The estimation results also show a need for different strategies to develop and improve regional brand.