IDEAS home Printed from https://ideas.repec.org/a/vrs/mansci/v24y2019i1p19-27n3.html
   My bibliography  Save this article

Cultural Codes and Brand Equity Relations – Exploratory Study and Research Implications

Author

Listed:
  • Hajdas Monika

    (Wrocław University of Economics, Wrocław, PolandORCID: 0000-0003-1006-2486)

Abstract

The aim of the paper is to explore the possible relationships between cultural brand narration and brand equity. The concept of cultural branding has been developed in marketing literature, but there are no studies showing the outcomes of building brand narrations based on residual, dominant and emergent cultural codes and whether these outcomes include effects connected with brand equity. The paper is based on multiple case research. As a result, the author suggests cultural brand narration as an independent variable, and brand equity dimensions as dependent variables. The author then forms one theory proposition and three hypotheses on the relationships between those variables. Based on multiple case research the author suggests that conservative brand narration relates negatively to brand-related effects, whereas popular and progressive brand narrations relate positively to brand-related effects.

Suggested Citation

  • Hajdas Monika, 2019. "Cultural Codes and Brand Equity Relations – Exploratory Study and Research Implications," Management Sciences. Nauki o Zarządzaniu, Sciendo, vol. 24(1), pages 19-27, March.
    • Handle: RePEc:vrs:mansci:v:24:y:2019:i:1:p:19-27:n:3
    DOI: 10.15611/ms.2019.1.03
    as

    Download full text from publisher

    File URL: https://doi.org/10.15611/ms.2019.1.03
    Download Restriction: no
    File URL: https://libkey.io/10.15611/ms.2019.1.03?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. McCracken, Grant, 1986. "Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(1), pages 71-84, June.
    2. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    3. Salim Azar, 2013. "Exploring brand masculine patterns: moving beyond monolithic masculinity," Post-Print hal-03065867, HAL.
    4. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    5. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    6. L. J. Bourgeois, III & Kathleen M. Eisenhardt, 1988. "Strategic Decision Processes in High Velocity Environments: Four Cases in the Microcomputer Industry," Management Science, INFORMS, vol. 34(7), pages 816-835, July.
    7. Eric J. Arnould & Craig J. Thompson, 2005. "Consumer Culture Theory (CCT): Twenty Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 868-882, March.
    8. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gensler, Sonja & Völckner, Franziska & Liu-Thompkins, Yuping & Wiertz, Caroline, 2013. "Managing Brands in the Social Media Environment," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 242-256.
    2. Högström, Claes & Gustafsson, Anders & Tronvoll, Bård, 2015. "Strategic brand management: Archetypes for managing brands through paradoxes," Journal of Business Research, Elsevier, vol. 68(2), pages 391-404.
    3. Deli Yang & Mahmut Sonmez & Mario Gonzalez & Yi Liu & Carol Y. Yoder, 2019. "Consumer-based brand equity and consumer-based brand performance: evidence from smartphone brands in the USA," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 717-732, November.
    4. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    5. Mirzaei, Abas & Baumann, Chris & Johnson, Lester W. & Gray, David, 2016. "The impact of brand health on customer equity," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 8-16.
    6. Hauke A. Wetzel & Stefan Hattula & Maik Hammerschmidt & Harald J. Heerde, 2018. "Building and leveraging sports brands: evidence from 50 years of German professional soccer," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 591-611, July.
    7. El-Bassiouny, 2017. "The Hijabi Self: Authenticity and Transformation in the Hijab Fashion Phenomenon," Working Papers 43, The German University in Cairo, Faculty of Management Technology.
    8. Baldauf, Artur & Cravens, Karen S. & Diamantopoulos, Adamantios & Zeugner-Roth, Katharina Petra, 2009. "The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 85(4), pages 437-452.
    9. Healy, Jason C. & McDonagh, Pierre, 2013. "Consumer roles in brand culture and value co-creation in virtual communities," Journal of Business Research, Elsevier, vol. 66(9), pages 1528-1540.
    10. Kim, Ha Youn & Kwon, Yoo Jin, 2017. "Blurring production-consumption boundaries: Making my own luxury bag," Journal of Business Research, Elsevier, vol. 74(C), pages 120-125.
    11. Daniela Andreini & Giuseppe Pedeliento, 2013. "B2B vs. B2C: an empirical attempt to bridge the gap," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(1), pages 73-96.
    12. Zonneveld, Lydia & Biggemann, Sergio, 2014. "Emotional connections to objects as shown through collecting behaviour: The role of ardour," Australasian marketing journal, Elsevier, vol. 22(4), pages 325-334.
    13. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
    14. Anant Jyoti Badgaiyan & Saumya Dixit & Anshul Verma, 2017. "If brands are people, then people are impulsive—assessing the connection between brand personality and impulsive buying behaviour," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 622-638, November.
    15. Rajesh Sharma, 2017. "Understanding the Role of Store Image in Influencing Customer-based Brand Equity and Its Dimensions in Indian Sportswear Industry," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 42(3), pages 167-189, August.
    16. Holttinen, Heli, 2014. "Contextualizing value propositions: Examining how consumers experience value propositions in their practices," Australasian marketing journal, Elsevier, vol. 22(2), pages 103-110.
    17. de Oliveira, Marta Olivia Rovedder & Silveira, Cleo Schmitt & Luce, Fernando Bins, 2015. "Brand equity estimation model," Journal of Business Research, Elsevier, vol. 68(12), pages 2560-2568.
    18. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    19. Govind Nath Srivastava & V. Padmaja & Abhinav P. Tripathi, 2024. "Dimensions of Brand Equity: A Hybrid Approach," Business Perspectives and Research, , vol. 12(3), pages 361-381, July.
    20. J. Lucy Lee & Jeffrey D. James, 2015. "Assessing sport brand value through use of the contingent valuation method," Journal of Economic and Financial Studies (JEFS), LAR Center Press, vol. 3(6), pages 33-44, December.

    More about this item

    Keywords

    brand equity; cultural branding; cultural codes; multiple case research;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:mansci:v:24:y:2019:i:1:p:19-27:n:3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.