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Untangling the Brand Name from the Branded Entity: The Conceptualisation and Value of the Established Brand Name
Round, G. Roper, Stuart
Round, G.
Roper, Stuart
Publication Date
2015
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© 2015 Emerald. This article is © Emerald Group Publishing and permission has been granted for this version to appear here: https://bradscholars.brad.ac.uk. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
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Abstract
Purpose – The purpose of this study was to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new brands. To accomplish this, conceptual development was initially undertaken in order to illuminate the links between the brand name element and the brand entity and to provide a theoretical framework for looking at changes in value of the brand name element to consumers over time.
Design/methodology/approach – A conjoint analysis experimental approach was employed. This involved consumers making trade-off decisions between changes in brand name and changes in price for established brands, where they were active purchasers. This approach enabled isolation of the brand name element and obtained the relative value of the brand name element for each participant.
Findings – The mean value obtained for the importance of the brand name element for established products appeared to show substantial importance to consumers. However, further analysis identified a position where the majority of participants placed little value on the brand name element and a smaller but material group perceived its value as of overwhelming importance.
Originality/value – This paper advances branding theory through clarification of the relationship between the brand name element and the brand entity. It provides theoretical argument and empirical data for the value of the brand name element, to the consumer, differing between established and new brands.
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Accepted manuscript
Citation
Round, G and Roper S (2015) Untangling the brand name from the branded entity: The conceptualisation and value of the established brand name. European Journal of Marketing. 49 (11/12): 1941-1960.
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