27.10.2012 г.

Symbolic attributes and brand transgression



The foundation, on which the implications of the paper “Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies” are built, is that brand crisis types differ by brands benefits, which are functional and symbolic. Furthermore, it is claimed that poor performance on functional attributes is more detrimental to satisfaction (performance-based crises) than poor performance on symbolic attributes (values-based crises), according to Mittal et al. I disagree with this argument because the impact of the crisis is a function of the relevance of the crisis to the brand’s equity key associations, as stated in the paper “Brand crises: The roles of brand familiarity and crisis relevance in determining the impact on brand evaluations”. So, if the key association with the brand is a symbolic one, it is more important than the functional one and determines the impact of the crisis. Here the example with Porsche can be adduced as a proof, since it is associated with symbolic attributes and if there is a huge relevance (mediation effect) of the crisis with them the transgression on equity will be significant. Moreover, brand positioning on lifestyle /symbolic attributes/ can prevent a brand from crisis and be safer than functional positioning. And that is the example with beverage, which when positioned on purity is at higher risk than on lifestyle. This reaffirms my statement that symbolic benefits impacted by values-based crisis should not be underestimated and are not less important than functional ones affected by performance-based crises, therefore the response strategies to these kinds of crises should be also be revised.
Share

6 коментара:

  1. Анонимен15 април, 2013

    Този коментар бе премахнат от администратор на блога.

    ОтговорИзтриване
  2. Анонимен15 април, 2013

    Този коментар бе премахнат от администратор на блога.

    ОтговорИзтриване
  3. Анонимен21 април, 2013

    In addition, the chance of acquiring hurt is minimized noticeably.


    My weblog full dumbbell set

    ОтговорИзтриване
  4. Анонимен19 май, 2013

    Velocity jumps will often be the results
    of dirty velocity sensors.

    Feel free to visit my web page ... bowflex selecttech 552 adjustable dumbbells

    ОтговорИзтриване
  5. Анонимен14 юни, 2013

    With thе ρleated ѕtrapless neckline and
    thе гuffle in thе midѕectiοn, thе dresѕ wοrkѕ fοг eνery bоdy tуρe and аdds additionаl
    flair to any wedding. If yourѕ is а Bengali weԁding or a Punjаbi ωedding,
    you shoulԁ hirе a κnowleԁgeablе cаterег, ωіth prοpeг гefеrencеs.
    Yοur wedding cake could be а сreatіon of јubileе colοured cupcakes or have you and your groom rеcreаtеԁ аs a roуаl caκe topper.


    Hеre іs mу ρаge:
    wedding dress

    ОтговорИзтриване
  6. Анонимен06 юни, 2021

    Кто-нибудь здесь когда-либо испытывал финансовый кризис? У меня была, и это была непростая ситуация, потому что я потерял почти все, и я не мог объяснить, как все прошло, но Covid-119 действительно меня испортил, но я благодарен сегодня за все Г-н Ли сделал для меня помощь с ссудой под 2%, чтобы вернуть мой бизнес, и сегодня я рад, что жизнь была несправедливой по отношению ко мне в течение всего периода Covid19. Г-н Ли - кредитный специалист, который работал с крупной американской компанией, которая ссужает деньги всем, кто ищет ссуду и готов заплатить взамен под 2%. Его адрес электронной почты: 247officedept@gmail.com И WhatsApp: + 1-989-394-3740

    ОтговорИзтриване