Round, G and Roper, S (2017) When and why does the name of the brand still matter? European Journal of Marketing, 51 (11/12). 2118 - 2137.

[img]
Preview
Text
G Round - When and why does the name of the brand still matter.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial.

Download (517kB) | Preview

Abstract

Purpose
The purpose of this paper is to fill a current gap in the literature, through the development of theory concerned with changes that occur over time to the functions and importance of the brand name element of a branded entity.

Design/methodology/approach
An initial theoretical conceptualisation was developed from the existing literature. Study participants whose behaviour was found not to conform to this initial conceptualisation were included in subsequent research to obtain greater understanding. The study method used was a series of interviews, with the obtained qualitative data analysed using template analysis. This resulted in the development of a revised theoretical conceptualisation.

Findings
Various functions of the brand name element, identified as connotation, denotation, linking and branded entity constancy, are ongoing important providers of brand equity to some consumers for established branded entities. This challenges a position obtained from existing literature that the brand name element of an established branded entity becomes of minimal importance over time.

Originality/value
Value-generating functions of the brand name element that persist over time were identified, leading to the development of a theoretical conceptualisation of the change in the importance of brand name equity over time.

Item Type: Article
Uncontrolled Keywords: Brand equity, Branding, Brand names, Temporality
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Humanities and Social Sciences > Keele Management School
Depositing User: Symplectic
Date Deposited: 22 Feb 2019 10:39
Last Modified: 18 Mar 2019 16:06
URI: http://eprints.keele.ac.uk/id/eprint/5911

Actions (login required)

View Item View Item