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Branding insights: an interdisciplinary journey from perception to action

Author

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  • Andrei, Andreia Gabriela
  • Adriana, Zait

Abstract

Our interdisciplinary study examines the brand's perceived intentions and ability, as predictors of consumer behavior. In an attempt of answering a call for research in the branding area, we found out contradictory views, both of them based on strong arguments, including empirical results. Each view has been examined by the lens of branding, social cognition and behavioral theory. We found convergent findings from cognitive psychology and behavioral theory to support one of the two views and to extract a hypothesis. Thus, we hypothesized that an effective branding process, meant to achieve both consumer trust and sales objectives, should address the brand's perceived intentions before ability. We suggest that further empirical studies are needed to test the hypothesis, although for some particular cases, tests confirmed the priority of intentions. Overall, our paper offers an integrative view of consumer underlying behaviors revealed by results of other social sciences and how should be used in brand construction process. The benefits of updating branding theories by integrating results confirmed by other social sciences are discussed.

Suggested Citation

  • Andrei, Andreia Gabriela & Adriana, Zait, 2014. "Branding insights: an interdisciplinary journey from perception to action," MPRA Paper 61114, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:61114
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    File URL: https://mpra.ub.uni-muenchen.de/61114/1/MPRA_paper_61114.pdf
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    References listed on IDEAS

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    Cited by:

    1. Patrizia Gazzola & Gianluca Colombo & Roberta Pezzetti & Luminița Nicolescu, 2017. "Consumer Empowerment in the Digital Economy: Availing Sustainable Purchasing Decisions," Sustainability, MDPI, vol. 9(5), pages 1-19, April.
    2. Elena-Madalina Vatamanescu & Bogdan Gabriel Nistoreanu & Andreea Mitan, 2017. "Competition and Consumer Behavior in the Context of the Digital Economy," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 19(45), pages 354-354, May.
    3. Oana ȚUGULEA & Andreia Gabriela ANDREI & Claudia STOIAN BOBÂLCĂ & Adriana MANOLICĂ, 2017. "Online Buyer's Perspective of E-shops Credibility: Measurement Dimensions," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 5(4), pages 641-661, December.
    4. Andrei Andreia Gabriela & Dincă Violeta-Mihaela & Mitan Andreea & Vătămănescu Elena-Mădălina, 2021. "Connecting the Dots: Exploring the Knowledge-based Antecedents of SMEs’ Profitability and Development via International Ventures," Management & Marketing, Sciendo, vol. 16(3), pages 167-186, September.
    5. Elena-Madalina VATAMANESCU & Andreea MITAN & Violeta-Mihaela DINCA & Andreia Gabriela ANDREI & Vlad-Andrei ALEXANDRU, 2021. "Smes Internationalization: Between Strategic Collaborators And Intermediaries," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 15(1), pages 457-466, November.

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    More about this item

    Keywords

    brand perception; brand image; brand trust;
    All these keywords.

    JEL classification:

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

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