Branding design elements of mobile fashion retail apps
Victoria Magrath and Helen McCormick
Literature concerning branding elements is vast yet sporadic. Whilst many academics focus on one or a number of branding design elements, none have yet designed a holistic…
Literature concerning branding elements is vast yet sporadic. Whilst many academics focus on one or a number of branding design elements, none have yet designed a holistic framework to demonstrate the variety of alternatives. The purpose of this paper is to identify the branding design elements within online fashion web sites and propose how they may be utilised within the design of mobile applications. An academic or practitioner must outline a taxonomy of branding elements before they can begin to empirically test their effects. It cannot be assumed that the online consumer is the same as the mobile consumer, and therefore research into how to design successful mobile fashion applications is essential.
Branding design elements are extracted from branding literature and described in the context of online and mobile utilisation. The elements are demonstrated within a holistic framework of m‐branding design elements presented for both commercial and academic appreciation. Research implications and future research avenues are additionally explored.
The paper identifies 11 m‐branding design elements classified within four key categories relating to their purpose and consistency to the brand identity.
Literature concerning the design of fashion mobile applications is scarce. With expectations of smart phone figures reaching 1.7 billion by 2013, it is the most lucrative time to be researching how the design of the mobile application might affect the behaviours of the mobile consumer. This paper is a first step in providing information as to the m‐branding elements available for utilisation within a fashion brand's mobile strategy.
Modelling the components of the brand
Leslie de Chernatony and Francesca Dall’Olmo Riley
Models of the components of brands are gaining more attention among practitioners and academics. We review why managers have a tendency to develop mental models and…
Models of the components of brands are gaining more attention among practitioners and academics. We review why managers have a tendency to develop mental models and overview the key published models of the components of brands. Among 20 leading edge brand practitioners we found evidence of their using their own mental models to make sense of brand complexity. There were similarities between elements of their models and those of the “atomic brand model”. This particular model was favourably received by experts and from their evaluations we propose the more comprehensive “double vortex model” of the brand.
Website elements in B2B online communications: a case from the UK print industry
Nicolas Virtsonis and Sally Harridge‐March
The purpose of this paper is to examine the way in which brand positioning elements are manifested in the business‐to‐business (B2B) online environment.
The UK print industry is used to investigate the web site elements used to communicate positioning elements through the content analysis of corporate web pages of 30 UK print suppliers.
A framework is developed to show how web site communications are manifested in the online B2B environment.
Because the research vehicle is a sample of websites from only one industry the findings may not be transferable to all industries nor to the whole industry. However, the model is a useful framework for helping managers to plan their online communications.
The paper concludes by giving recommendations about how the framework can be used by practitioners in order to improve the linkage between communications messages and the means for transferring these messages.
This is a novel approach to examining branding elements in the online environment. Comparatively little literature exists which examines branding in the online B2B environment.
Development of an identity model for sector brands
Marina Toledo de Arruda Lourenção and Janaina de Moura Engracia Giraldi
The purpose of this paper is to propose an identity model for sector brands and examines its applicability for the Brasil Fashion System brand.
A systematic review of the literature on corporate brand identity models is undertaken. The interviews were carried out with two interest groups: the associations comprising the brand, and the consultancy company responsible for sector brand advisory.
The sector brand identity model is applicable to the Brasil Fashion System brand with the exception of two elements. The application may have experienced some adversity because of the considerable divergence among the associations. In cases where the brand represents just one association, the application of the model may occur with more favorable element management.
Theoretical contribution occurred toward sector brands and brand identity with the development of an identity model for the sector brand, so far not addressed in academic studies.
When adopting the identity model for sector brands, managers would be able to understand the components that have to be managed on sector brand identity. The model can contribute to improve the management of these kinds of brands.
The academic studies of corporate brand identity models and sector brands are analyzed in order to create the first sector brand identity model that was experienced by the Brazilian fashion industry.
Sector brand
Sector brand identity
The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge
Man Lai Cheung, Guilherme Pires and Philip J. Rosenberger
This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on…
This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge.
Using an online survey, the study collects data in Hong Kong from 214 experienced social-media users, as indicated by their consumption of a durable technology product, a smartphone. We used partial least squares structural equation modelling (PLS–SEM) to test the links between social-media marketing elements, consumer–brand engagement and brand knowledge.
The results reveal that interaction, electronic word-of-mouth and trendiness are the key elements directly influencing consumer brand engagement, then strengthening brand awareness and brand knowledge. This contrasts with the non-significant results found for the influence of entertainment and customisation on consumer–brand engagement.
Having cross-sectional nature, the study focuses on one single product, smartphones, at one location, Hong Kong. Future research may enhance the generalisability of the findings by replication in other countries with diverse cultures, such as countries in Latin America and Africa and examine other industries and other products, such as the service sector and convenience products with a low involvement level.
Marketers may strengthen consumer–brand engagement by using content that is trendy, along with encouraging interaction and positive EWOM on social-media platforms, in order to build strong and positive brand knowledge in consumers' minds.
This study contributes to the branding literature by providing an understanding of the role of social-media marketing elements in the brand-building process. Social media is a marketing channel recognised by its effectiveness in communicating brand-related information and its role as a means to stimulate consumers' brand engagement and brand knowledge. However, how effective these elements are for these purposes remains to be established. By empirically testing a theoretical model, this study confirms that specific social-media marketing elements, namely interaction, EWOM and trendiness, are critical drivers in the brand-building process in Hong Kong.
Consumer–brand engagement