Volume 6, Issue 6
Hubei University of Technology, Wuhan, Hubei, 430068, P.R. China
Published： 30 December 2022 ，
Scan QR Code
Rodrigue Soro Seligame Sibiri,Linda Mrs..Bridging international borders: Brand identity beyond its home origins.[J].Creative Economy,2022,06(06):30-43.
Rodrigue Soro Seligame Sibiri,Linda Mrs..Bridging international borders: Brand identity beyond its home origins.[J].Creative Economy,2022,06(06):30-43. DOI： 10.47297/wspceWSP2516-251903.20220606.
This article aims to show that brand identity is in constant evolution while simultaneously offering a real perspective in terms of creation
development
and brand management based on the transfer of its core values to its customers. This analysis presents the origins of this concept and its initial anthropomorphic focus to a more complex brand identity co-creation process which takes part between a company and its stakeholders in foreign countries. With data collected from three countries namely China
Ivory Coast and South Africa
the study makes use of a quantitative bivariate correlation and ANOVA analysis to appraise the strength
direction and validity of the associations between the various metrics of brand identity and customer satisfaction in foreign markets. The study finds that brand identity
adaptation and use of social media have positive
statistically significant association with the level of customer satisfaction which is demmed to be valid and stable as the commensurate analysis of variance reveal insignificant F-statistics. As such
the study concludes and recommends that a paradigm shift in management is sufficient to enhance a company's competitive positioning in a foreign market. This
in turn
allows it to bridge international borders as it assimilates to different local business environments and promote the co-creation of its brand's identity
ethics
and core values.
Brand identityBrand managementCo-creationCommunication StrategiesPositioningStakeholdersConsumer behavior
Aaker , J. L. (1997) "Dimensions of brand personality." Journal of Marketing Research, 34(3): 347-356. https://doi.org/10.1177%2F002224379703400304https://doi.org/10.1177%2F002224379703400304.
Ambroise, L. (2006) "La personnalité des marques: Une contribution reélle à leur gestion." Revue française de marketing, 207 : 25-41.
Centeno D. and Wang J.J. (2017) "Celebrities as human brands: An inquiry on stakeholder-actor co-creation of brand identities." Journal of Business Research, 74: 133-138. https://dx.doi.org/10.1016/j.jbusres.2016.10.024https://dx.doi.org/10.1016/j.jbusres.2016.10.024.
Chatzopoulou, E. Navazhylava, K. (2022) "Ethnic brand identity work : Responding to authenticity tensions through celebrity endorsement in brand digital self-presentation." Journal of Business Research, 142(3): 974-987. 10.1016/j.jbusres.2022.01.020http://dx.doi.org/10.1016/j.jbusres.2022.01.020.
Colho S.P., Paulo R., and Santos R.Z. (2018) "On the relationship between consumer-brand identification, brand community, and brand loyalty." Journal of Retailing and Consumer Services, 43: 101-110. https://doi.org/10.1016/j.jretconser.2018.03.011https://doi.org/10.1016/j.jretconser.2018.03.011.
D'Astous A., Said I., and Lévèque M. (2002) "Conception et test d'une échelle de mesure de la personnalité des magasins." Congrès International de l'Association Française de Marketing, 18: 115-130.
Dolich.I.J. (1969) "Congruence relationships between self images and product brands." Journal of Marketing Research, 6(1): 80-84. https://doi.org/10.2307/3150001https://doi.org/10.2307/3150001.
Essamri A., McKechnie S., and Winklhofer H. (2019) "Co-creating corporate brand identity with online brand communities: A managerial perspective." Journal of Business Research, 96: 366-375. https://doi.org/10.1016/j.jbusres.2018.07.015https://doi.org/10.1016/j.jbusres.2018.07.015.
Fournier, S. (1998) "Consumers and their brands developing relationship theory in consumer research." Journal of Consumer Research, 24(4): 343-373. 10.1086/209515http://dx.doi.org/10.1086/209515.
Gaustad T., Samuelson M.B., Warlop L. and Fitzsimons G.J. (2019) "Too much of a good thing? Consumer response to strategic changes in brand image." International Journal of Research in Marketing, 36(2): 264-280. https://doi.org/10.1016/j.ijresmar.2019.01.001https://doi.org/10.1016/j.ijresmar.2019.01.001.
Grebosz-Krawczyk M., Zakrzewska-Bielawska, A. Otto, J. (2021) "The role of social media in communication of nostalgic brands." Procedia Computer Science, 192: 2413-242. 10.1016/j.procs.2021.09.010http://dx.doi.org/10.1016/j.procs.2021.09.010.
Grubh, E.I and Grathwohl H.L. (1967) "Consumer self-concept, symbolism and market behaviour: a theatrical approach." Journal of Marketing, 31(4): 22-27. https://doi.org/10.1177/002224296703100405https://doi.org/10.1177/002224296703100405.
Keller, K.L. (2001) "Building Customer-Based Brand Equity." Marketing Management, 10 : 14-21.
Mohsin, M. (2022) "10 Branding Statistics You Need to Know in 2022." Oberlo. https://www.oberlo.com/blog/branding-statistics#2-consumers-buy-based-on-trusthttps://www.oberlo.com/blog/branding-statistics#2-consumers-buy-based-on-trust.
Roggeveen L.A., Grewal D. and Karsberg J. (2021) "Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies." Journal of Retailing. 97(1): 81-98. https://doi.org/10.1016/j.jretai.2020.11.006https://doi.org/10.1016/j.jretai.2020.11.006.
Smith G.B., Kendall C.M., Knighton D. and Wright T. (2018) "Rise of the Brand Ambassador: Social Stake, Corporate Social Responsibility and Influence among the Social Media Influencers." Communication Management Review, 3(1): 6-29. https://doi.org/10.22522/cmr20180127https://doi.org/10.22522/cmr20180127.
Sirgy, J.M. (1982) "Self-concept in consumer behaviour: a critical review. " Journal of Consumer Research, 9(4) : 287-299. https://doi.org/10.1086/208924https://doi.org/10.1086/208924.
Voyer G.B., Kastanakis N.M. and Rhode K.A. (2017) "Co-creating stakeholder and brand identities: A cross-cultural consumer perspective." Journal of Business Research, 70: 399-410. http://dx.doi.org/10.1016/j.jbusres.2016.07.010http://dx.doi.org/10.1016/j.jbusres.2016.07.010.
Wee, T.T.T. (2004) "Extending human personality traits to brands: the stability factor." Brand Management, 11(4): 317-330. 10.1057/PALGRAVE.BM.2540176http://dx.doi.org/10.1057/PALGRAVE.BM.2540176.
Yaw Kusi S., Gabrielsson, P. Kontkanen, M. (2021) "Developing brand identities for international new ventures under uncertainty: Decision-making logics and psychic distance." International Business Review, 30(6): 1-16. 10.1016/J.IBUSREV.2021.101867http://dx.doi.org/10.1016/J.IBUSREV.2021.101867.
Related Articles
Related Author
Related Institution
京公网安备11010802024621