دانلود رایگان مقاله انگلیسی ساختن اظهارات پیشنهاد ارزش برند: یک بررسی ادبی سیستماتیک - اشپرینگر 2017

Abstract

This study examines the state of communicating the brand value proposition via a systematic literature review from research published in marketing journals from 1996 to 2015. A sample of 56 articles from high-quality marketing journals examines the components of the brand value proposition statement, applicable theories, and descriptive findings. There has been an increased interest in the research on brand value propositions as value creation becomes more customer-focused and value-based selling becomes more pervasive. This exploratory study suggests an ongoing need for examining the effectiveness of types of brand value propositions in terms of both the managerial process in which they are constructed as well as the precision of such brand promises on customer understanding. The paper concludes with a suggestion for more robust empirical research on the construction and deconstruction of brand value propositions, a need for more managerially focused research, and a future research that examines the under-researched area of how value propositions are effectively communicated on branded websites.

Conclusion

This study answers the call by Chandler and Lusch (2014) for meaning making in brand value propositions such that research should explore how the communication function of value creation contributes to the development of symbols and signs of value. Future research can examine the response to controlled brand value proposition statements with features only, benefits only, and with both features and benefits in terms of the impact on brand attitudes and purchase intention. A natural extension to this experiment may be to examine the actual brand value proposition statements of brands and compare that to the results of the experimental conditions. Future research can examine the linguistic construction and meaning of brand value proposition statements in a variety of contexts. A study of the most successful brands can yield new insights for managers who are making every effort to cultivate their own brand value propositions.

A marketing analytics approach to future research would be to collect data over time on how web designers are treating high-level navigation. A convenience sample of financial planning firms indicates that the About Us page is usually reserved for biographies and mission statements and does not prompt customers to find a value proposition in these subpages. Nevertheless, the About Us page does signal legitimacy in line with institutional theory. However, there has been no scholarly research that explores how to optimize the communication of the value proposition on web pages.