BRAND SYNTHESIS:THE MULTIDIMENSIONALITY OF BRAND KNOWLEDGE

SUMMARY

This journal us some promising and productive current research.More holistic perspectives that synthesize the multidimensionality of brand knowledge is critical to advance branding theory and practice,both in genenal and with brand leveraging in this topic.
Consumer research insights have long played an important role in nagerila decision making in many areas of marketing ,for example,in the development of advertising,pricing.and channel stratagegies.Marketers are desperate for consumer behavior learning that will improve their understanding of branding and their desing and implementation of brand building marketing programs.The importance of consumer research to marketing practie that managers struggle to adapt to a fast changing marketing environment characterized by savvier consumer and increased consumers and increased competition,as well as the decreased effectiveness of traditional marketing tactics and emergence of new marketing tools.If we want to behave strong brand,we will understanding of how consumers feel,think,and act could provide valuable guidance to address these brand management challenges.effects on consumer of linking a brand to another place ,thing....Marketers often attempt to increase their but brand equity by,in effect,borrowing equity from others.Analyzing this leveraging process requires understanding first one in fact consumers know about brand,second one how this knowledge might be affected by linking the brand to other entities.
consumer brand knowledge can be defined in terms of the personal meaning information.Researchers studiyng the organization of consumer memory at one point debated whether brand knowledge structures were organized by attributes or by brands.Some scientist research this subject ,fallow some methods and improve thinking for the consumer brand knowledge.At the end conclusion,increasingly much of is about more abstract and intangible consideration and this are illuminate this aspects of brand knowledge.Brand have some improtant characteristic for multiple dimensions of brand knowledge.These are awareness,benefits,images,thoughts.feelings,attitudes,experience.It will be perform right strategies above this concept.
I want to explain one of them for an example 'experience 'to purchase and consumption behaviour.Importantly ,all of these kinds of information may become a part of consumer memory and affect consumer response to marketing activies.By creating differential consumer responses and affecting the success of brand building marketing programs,brand knowledge is source of brand equity.Marketing activity creates or affects in multiple dimensions of brand knowledge,in turn influence consumer response to marketing activity.Integrating the different dimensions of brand knowledge could improve the ability of researchers to model consumer response and marketers to focus their marketing programs.Linking the brand to some other person ,thing,place,brandaffects or brand knowledge by creating new brand knowledge or effecting existing knowledge.Much research has examined these transfer effects in terms of country of origin effects,celebrity source effects,ingredient brand effects,corporate branding effects and so on.Brand portfolios refer to all the brands that factor in to a consumer's desicion to buy,whether the company owns them or not,(Hill&Leader)and they develop a three dimensional model called the'brand portfolio molecule to represent their approach.
A deeper understanding of how konledge for a brand and other linked entities interact is thus of paramount importance.Abstract model would be developed that encompassed all the different mean of leveraging brand knowledge.Along those lines 3 factors wouls seem particularly important.These are knowledge of the entity(brand knowledge could be applied to these other entities ),meaningfullness of the knowledge of the entity and transferability of the knowledge of the entity (other entity could be transferred to a brand).Any one entity may be associated with multiple dimensions of knowledge,each of which may affect brand knowledge directly and indirectly.Idetification of the brand with a cause could have multiple effects on brand knowledge.A number of issues come in to play in terms of understanding how the three factors above might operate according types of secondary sources of information and the different dimensions of knowledge potentially involved.There are different modarating factors and should be such as perceive similarity of the brand and other entity than this models leveraging is often desinged to provide complementary brand knowledge in an attempt to shore up a negatively correlated attribute.
TUĞÇE SEZER 107604142
JOURNAL OF CONSUMER RESEARCH