Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts
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Data de Publicação: | 2018 |
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Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Eletrônica de Ciência Administrativa |
Texto Completo: | http://www.periodicosibepes.org.br/index.php/recadm/article/view/2335 |
Resumo: | Good positioning statements have an effect on consumer brand awareness. However, the competitive context formed by the novelty of the category and the brand market structure may hinder the assimilation of positioning and its association with the pre-existing image. This study assesses the effectiveness of positioning statements in the generation of brand awareness, considering its competitive context. Using an experimental design, with a group of control, the exposure of brands and their competitive contexts were manipulated and the positioning statement remained constant for a sample of consumers. The results show the positioning statement had an effect on both assimilation of the message and valence of image association, which adds awareness for the brand, but only for the traditional category. The effectiveness on the message assimilation occurred within the weak brand and within the less known median brand. For the image valence, it occurred only between the weak brand and the strong one from the traditional category. These findings are distinct among consumer segments. The research brings up a classic theme, but presents a new methodological approach to measure the effectiveness of brand positioning. |
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Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive ContextsEfetividade da Declaração do Posicionamento: Teste Experimental dos Contextos Competitivos no Conhecimento da MarcaBrand positioning; Brand Image; Experiment; Positioning EffectivenessPosicionamento de marca; Imagem de marca; Experimento; Efetividade do posicionamentoGood positioning statements have an effect on consumer brand awareness. However, the competitive context formed by the novelty of the category and the brand market structure may hinder the assimilation of positioning and its association with the pre-existing image. This study assesses the effectiveness of positioning statements in the generation of brand awareness, considering its competitive context. Using an experimental design, with a group of control, the exposure of brands and their competitive contexts were manipulated and the positioning statement remained constant for a sample of consumers. The results show the positioning statement had an effect on both assimilation of the message and valence of image association, which adds awareness for the brand, but only for the traditional category. The effectiveness on the message assimilation occurred within the weak brand and within the less known median brand. For the image valence, it occurred only between the weak brand and the strong one from the traditional category. These findings are distinct among consumer segments. The research brings up a classic theme, but presents a new methodological approach to measure the effectiveness of brand positioning.Boas declarações de posicionamentos geram efeitos no conhecimento da marca pelos consumidores. Entretanto, o contexto competitivo formado pela novidade da categoria e da estrutura de mercado das marcas podem dificultar a assimilação do posicionamento e sua associação à imagem previamente existente. O estudo avalia a efetividade da declaração do posicionamento na geração do conhecimento da marca, considerando seu contexto competitivo. Utilizando delineamento experimental, com grupo controle, manipulou-se a exposição de marcas e seus contextos competitivos e manteve-se constante a declaração do posicionamento para uma amostra de consumidores. Verificou-se que a declaração do posicionamento gerou efeito tanto na assimilação da mensagem quanto na valência da associação da imagem, agregando ao conhecimento da marca, mas apenas para a categoria tradicional. A efetividade na assimilação da mensagem ocorreu intra a marca fraca e intra a marca mediana, pouco conhecida. Para a valência da imagem, a efetividade ocorreu apenas entre a marca fraca e a forte da categoria tradicional. Esses achados são distintos entre segmentos de consumidores. O trabalho traz à tona um tema clássico, porém apresentando uma nova abordagem metodológica para medir a efetividade do posicionamento da marca.Instituto Brasileiro de Estudos e Pesquisas Sociais - IBEPESPorto, Rafael BarreirosDias, Luana Garcia2018-03-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://www.periodicosibepes.org.br/index.php/recadm/article/view/233510.21529/RECADM.2018004Revista Eletrônica de Ciência Administrativa; v. 17, n. 1 (2018): Janeiro-Abril; 84-113Revista Eletrônica de Ciência Administrativa; v. 17, n. 1 (2018): Janeiro-Abril; 84-113Revista Eletrônica de Ciência Administrativa; v. 17, n. 1 (2018): Janeiro-Abril; 84-1131677-738710.21529/RECADM.20181701reponame:Revista Eletrônica de Ciência Administrativainstname:Faculdade Cenecista de Campo Largo (FACECLA)instacron:FACECLAporhttp://www.periodicosibepes.org.br/index.php/recadm/article/view/2335/985http://www.periodicosibepes.org.br/index.php/recadm/article/downloadSuppFile/2335/626Direitos autorais 2018 Rafael Barreiros Porto, Luana Garcia Diashttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccess2021-02-05T01:32:23Zoai:periodicosibepes.org.br:article/2335Revistahttp://www.periodicosibepes.org.br/recadmONGhttp://www.periodicosibepes.org.br/recadm/oairecadm.editor@ibepes.org.br1677-73871677-7387opendoar:2021-02-05T01:32:23Revista Eletrônica de Ciência Administrativa - Faculdade Cenecista de Campo Largo (FACECLA)false |
dc.title.none.fl_str_mv |
Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts Efetividade da Declaração do Posicionamento: Teste Experimental dos Contextos Competitivos no Conhecimento da Marca |
title |
Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts |
spellingShingle |
Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts Porto, Rafael Barreiros Brand positioning; Brand Image; Experiment; Positioning Effectiveness Posicionamento de marca; Imagem de marca; Experimento; Efetividade do posicionamento |
title_short |
Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts |
title_full |
Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts |
title_fullStr |
Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts |
title_full_unstemmed |
Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts |
title_sort |
Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts |
author |
Porto, Rafael Barreiros |
author_facet |
Porto, Rafael Barreiros Dias, Luana Garcia |
author_role |
author |
author2 |
Dias, Luana Garcia |
author2_role |
author |
dc.contributor.none.fl_str_mv |
|
dc.contributor.author.fl_str_mv |
Porto, Rafael Barreiros Dias, Luana Garcia |
dc.subject.por.fl_str_mv |
Brand positioning; Brand Image; Experiment; Positioning Effectiveness Posicionamento de marca; Imagem de marca; Experimento; Efetividade do posicionamento |
topic |
Brand positioning; Brand Image; Experiment; Positioning Effectiveness Posicionamento de marca; Imagem de marca; Experimento; Efetividade do posicionamento |
description |
Good positioning statements have an effect on consumer brand awareness. However, the competitive context formed by the novelty of the category and the brand market structure may hinder the assimilation of positioning and its association with the pre-existing image. This study assesses the effectiveness of positioning statements in the generation of brand awareness, considering its competitive context. Using an experimental design, with a group of control, the exposure of brands and their competitive contexts were manipulated and the positioning statement remained constant for a sample of consumers. The results show the positioning statement had an effect on both assimilation of the message and valence of image association, which adds awareness for the brand, but only for the traditional category. The effectiveness on the message assimilation occurred within the weak brand and within the less known median brand. For the image valence, it occurred only between the weak brand and the strong one from the traditional category. These findings are distinct among consumer segments. The research brings up a classic theme, but presents a new methodological approach to measure the effectiveness of brand positioning. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-03-19 |
dc.type.none.fl_str_mv |
|
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.periodicosibepes.org.br/index.php/recadm/article/view/2335 10.21529/RECADM.2018004 |
url |
http://www.periodicosibepes.org.br/index.php/recadm/article/view/2335 |
identifier_str_mv |
10.21529/RECADM.2018004 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
http://www.periodicosibepes.org.br/index.php/recadm/article/view/2335/985 http://www.periodicosibepes.org.br/index.php/recadm/article/downloadSuppFile/2335/626 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2018 Rafael Barreiros Porto, Luana Garcia Dias https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2018 Rafael Barreiros Porto, Luana Garcia Dias https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Instituto Brasileiro de Estudos e Pesquisas Sociais - IBEPES |
publisher.none.fl_str_mv |
Instituto Brasileiro de Estudos e Pesquisas Sociais - IBEPES |
dc.source.none.fl_str_mv |
Revista Eletrônica de Ciência Administrativa; v. 17, n. 1 (2018): Janeiro-Abril; 84-113 Revista Eletrônica de Ciência Administrativa; v. 17, n. 1 (2018): Janeiro-Abril; 84-113 Revista Eletrônica de Ciência Administrativa; v. 17, n. 1 (2018): Janeiro-Abril; 84-113 1677-7387 10.21529/RECADM.20181701 reponame:Revista Eletrônica de Ciência Administrativa instname:Faculdade Cenecista de Campo Largo (FACECLA) instacron:FACECLA |
instname_str |
Faculdade Cenecista de Campo Largo (FACECLA) |
instacron_str |
FACECLA |
institution |
FACECLA |
reponame_str |
Revista Eletrônica de Ciência Administrativa |
collection |
Revista Eletrônica de Ciência Administrativa |
repository.name.fl_str_mv |
Revista Eletrônica de Ciência Administrativa - Faculdade Cenecista de Campo Largo (FACECLA) |
repository.mail.fl_str_mv |
recadm.editor@ibepes.org.br |
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1797042422723641344 |