Citation
(2015), "Executive summary of “Conceptualization of a holistic brand image measure for fashion-related brands”", Journal of Consumer Marketing, Vol. 32 No. 4. https://doi.org/10.1108/JCM-06-2015-025
Publisher
:Emerald Group Publishing Limited
Executive summary of “Conceptualization of a holistic brand image measure for fashion-related brands”
Article Type: Executive summary and implications for managers and executives From: Journal of Consumer Marketing, Volume 32, Issue 4
This summary has been provided to allow managers and executives a rapid appreciation of the content of this article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefits of the material present.
Intense competition has made it more imperative than ever for a brand to secure the loyalty of consumers. Developing a positive brand image is seen by many as an ideal means of achieving this goal. How consumers perceive a brand essentially reflects its image.
Brand image is regarded as particularly important for fashion brands, which rely heavily on patterns, colors and other unique yet constantly evolving aspects of style. Consumers use the meanings attached to such brands to convey their own identity and are likelier to be attracted to the brands that can best help them create their desired self-image.
Aside from brand loyalty, a favorable brand image is related to positive purchase intentions, positive word-of-mouth (WOM) and willingness to pay a higher price for the brand. All these aspects help build brand equity, which indicates the relative strength of the brand. Various studies have ascertained that equity emerges as a result of associations consumers develop about the brand which are favorable, unique and strong. Equity is further strengthened when consumers enjoy positive experiences with the brand.
The importance of having a positive brand image is illustrated by the fact that 14 brands linked to fashion were recently listed among the top 100 global brands based on brand equity levels. Despite its significance, inconsistency in the way brand image is conceptualized and measured continues to prevail. Measurement also fails to be relevant to brands associated with fashion.
It has been suggested that different aspects of brand image may accrue greater importance within certain product categories. Extant literature also claims that brand image should be holistic and incorporate different dimensions reflecting the cognitive, emotional and sensory associations of the consumer.
Marketers initially placed considerable emphasis on the cognitive aspects of brand image. In their view, brand image represented the totality of various “attributes, functions and meanings” linked to the brand by consumers. In contrast, the sensory dimension has been largely ignored. This is despite research confirming the role of sensory perceptions in influencing how consumers respond to a brand. In the context of fashion brands, sensory features are deemed especially significant in shaping the thoughts and emotions which can enable the construction of brand image.
Recent work has claimed that a favorable brand image depends on the ability of the brand to help consumers create associations which reflect “mystery, intimacy, and sensuality”. Cho & Flore believe that these dimensions, respectively, mirror the cognitive, emotional and sensory associations which they propose.
A consumer’s “personal beliefs, thoughts, and evaluations of a brand” connected with product and service attributes, performance and meaning are encapsulated through cognitive associations. Both direct and indirect experiences with the brand shape these associations. Experiences expose the consumer to symbolic and functional benefits, and non-product-related attributes like price. Such attributes help the consumer develop thoughts and beliefs about the brand. The “mystery” aspect of this dimension reflects how interesting stories about the brand are revealed. A consumer’s past and present experiences with the brand shape these stories, which also relate to future dreams and aspirations.
Subjective feelings like “excitement, happiness, and joy” are incorporated in the emotional dimension of brand image. Emotional associations are formed through direct and indirect experiences with the brand which enable consumers to perceive product- and non-product-related attributes. Positive feelings are evident when the brand demonstrates continual support for its consumers. Intimacy emerges as a consequence of long-term consumer commitment to the brand and the firm’s recognition of consumer views and preferences.
Sensory associations, which relate to a consumer’s use of his or her physical senses are generated mainly through direct experience with attributes connected with the product and/or the retail environment. Among them are appearance, texture and color of the product or packaging. Equally influential might be such as color, lighting, scent and music within the retail environment. The sensuality dimension reflects similar associations, which are also represented in design style.
The authors aim to develop a more holistic conceptualization of brand image and a comprehensive measurement scale. Graduate students from a major university in Midwestern USA participated in the study which consisted of in-depth interviews. Subjects were aged between 21 and 54 years, and each had favorite fashion-related brands.
Questions related to the brand image dimensions, and demographic information regarding such as gender, age and ethnicity was also obtained. Analysis showed that most of the major themes which emerged from the data corresponded with the mystery, intimacy and sensuality dimensions proposed in earlier research.
Findings showed that:
Cognitive associations included such as appropriate size, comfortable fit and other “positive present personal experiences” with a product or brand. Past memories were also noted, along with future aspirations. Desires to own a brand were evident among the latter. The brand’s capacity to closely reflect the consumer’s self-image was also included here.
Emotional associations are significant. Understanding the consumer’s preferences in terms of design, color and packaging, for example, was included in this dimension. Attention to special personal events, like a customer’s birthday, was incorporated too. Also evident was consumer pleasure from engaging with the brand and his or her commitment towards maintaining the relationship.
Sensory experiences influenced most of the respondents, who indicated cues from sight, smell, sound and touch to be especially relevant in heightening the appeal of clothing brands and cosmetics.
Further scrutiny of the findings revealed 11 themes and 21 sub-themes linked to the mystery, intimacy and sensuality dimensions. Items subsequently generated for measuring purposes resulted in 80, 35 and 25 for the respective dimensions. The items were then assessed as the first step toward being validated as appropriate measures for the construct. Additional future assessments were planned to test reliability and performance of the proposed measurement scale.
Cho & Flore assert that the conceptualization of brand image suggested in this study is more holistic due to the greater representation of different sensory associations than in previous models. They expect that the inclusion of the three dimensions will also boost the accuracy of models which predict customer behaviors such as purchase intention, loyalty and positive WOM.
Brand managers and retailers aiming to develop a positive brand image for a fashion brand are advised to focus on all three dimensions. Cognitive associations relating to product attributes and performance should be emphasized alongside such as enjoyable past use of the product, aspirations and self-congruency. Identification and acknowledgement of an important life event for a consumer offers a way of highlighting positive emotional associations from brand usage. Blending various sensory elements can help to differentiate a fashion brand from its competitors. However, marketers are warned about the danger of “sensory overload” and the potential for a negative impact on certain consumer groups. It is therefore important to ensure the experience is relevant for the target audience.
Similar research among consumers from other nations and cultures can help establish the level of applicability of these findings.
To read the full article, enter 10.1108/JCM-07-2014-1063 into your search engine.
(A précis of the article “Conceptualization of a holistic brand image measure for fashion-related brands”. Supplied by Marketing Consultants for Emerald.)