Mark Glynn - Academia.edu (original) (raw)

Papers by Mark Glynn

Research paper thumbnail of Brand equity and the value of marketing assets

Research paper thumbnail of Chapter 1 Effective business-to-business brand strategies: introduction to business-to-business brand management

Advances in Business Marketing and Purchasing, Jun 10, 2009

The research and the authors spotlighted in this book represent a series of recent exciting devel... more The research and the authors spotlighted in this book represent a series of recent exciting developments in the topic of business-to-business (B2B) branding. The papers in this book enhance our understanding of practice in this important facet of the marketing discipline. Furthermore, each author presents areas for future research and important managerial implications. The papers in this book cover a broad spectrum of industries and continents as well as both product and service offerings. The papers address a wide range of B2B applications including resellers, retailers, logistics service providers, subcontractors, hairdressing services, and a producer of high-tech materials. In addition, two papers address branding in B2B markets and pricing more generally. These papers provide details of the research background, methodology, analysis of each study. The topic coverage of this volume is extensive as the following list shows: Building a Strong B2B Brand; (2) Building a Strong Brand to Resellers; (3) B2B Brand Equity: Theory, Measurement, and Strategy; (4) Effective Strategies for B2B Service Brands; (5) Brand Meaning and Business-to-Business Brand Management: Theory, Research and Executive Case Study Exercises

Research paper thumbnail of How Brands Grow: What Marketers Don't Know20123Byron Sharp. How Brands Grow: What Marketers Don't Know . Melbourne: Oxford University Press 2010. 228 pp

Journal of Product & Brand Management, 2012

Research paper thumbnail of The role of brands in manufacturer-reseller relationships

Copyright Statement The digital copy of this thesis is protected by the Copyright Act 1994 (New Z... more Copyright Statement The digital copy of this thesis is protected by the Copyright Act 1994 (New Zealand). This thesis may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use: ? ...

Research paper thumbnail of Brand Busters: 7 Common Mistakes that Marketers Make. Lessons from the World of Technical and Scientific Products20091Chris Wirthwein. Brand Busters: 7 Common Mistakes that Marketers Make. Lessons from the World of Technical and Scientific Products . Ithaca, NY: Paramount Books 2008. 152 pp., ISB...

Journal of Product & Brand Management, 2009

Research paper thumbnail of Realising intangible business relationship value for the seller - the role of the salesperson

Customer relationships are seen as one of a firm's most important set of resources or assets.... more Customer relationships are seen as one of a firm's most important set of resources or assets. According to the resource advantage theory, customer's resources are potentially available to the seller once a relationship is established between them. In addition, the intangible resources that are available from the customer relationships are potentially likely to contribute to seller's sustainable competitive advantage. This paper explores the salesperson's role in realising the potential value of these intangible relationship resources.

Research paper thumbnail of Towards a framework of a salesperson's resource facilitation and interaction

Australasian Marketing Journal (AMJ), 2015

ABSTRACT Positive outcomes for buyers and sellers often occur when both parties readily share res... more ABSTRACT Positive outcomes for buyers and sellers often occur when both parties readily share resources, resulting in a trusting and communicative relationship. As boundary spanners, salespersons play an important role in facilitating the use of customer resources together with the resources of their own firm which leads to value creation. Extant research focuses on how salespersons use these internal resources to create customer value, but has not explored the processes involved in also using the customer's resources. This research investigates the salespersons relationship building processes activities and interactions in conjunction with the accessing of customer resources. The study has its focus on the salesperson bonds, resource ties, and activity links based on the IMP interaction model. In this research, in-depth interviews of managers with sales responsibility explore the nature of customer resources and identify six sales persons' activities important in accessing these resources.

Research paper thumbnail of A Little Less Conversation: Connecting with Customers in a Noisy World20113Tom Asacker. A Little Less Conversation: Connecting with Customers in a Noisy World . Ithaca, NY: Paramount Books 2008. 171 pp., ISBN: 978‐0‐9801745‐2‐6 www.paramountbooks.com

Journal of Product & Brand Management, 2011

Research paper thumbnail of Brands and Branding: The Economist Series, 2nd ed.20113Rita Clifton. Brands and Branding: The Economist Series, 2nd ed. . London: Profile Books 2009. 288 pp. £20.00 (hardback)

Journal of Consumer Marketing, 2011

Research paper thumbnail of Call for Papers: Special Issue on resource management in buyer-seller relationships

Research paper thumbnail of Customer characteristics, intangible relationship value and new product success

Research paper thumbnail of The Relationship Marketer: Rethinking Strategic Relationship Marketing20112Søren Hougaard and Mogens Bjerre. The Relationship Marketer: Rethinking Strategic Relationship Marketing . Heidelberg, Germany: Springer‐Verlag 2009. 236 pp., ISBN: 978‐3‐642‐03242‐4 2nd ed

Journal of Product & Brand Management, 2011

Research paper thumbnail of The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory?

Marketing Theory, 2006

Abstract. It is increasingly being recognized that brands play a major role in con- tributing to ... more Abstract. It is increasingly being recognized that brands play a major role in con- tributing to the value of service businesses (eg Berry, 2000; de Chernatony, 2003). However, in their award-winning article about the emerging service-dominant logic, Vargo and Lusch ...

Research paper thumbnail of Integrating brand, retailer and end-customer perspectives

Marketing Theory, 2009

With increased retailer concentration, competition and the emphasis on private labels, it is easy... more With increased retailer concentration, competition and the emphasis on private labels, it is easy to assume that manufacturers' brands are less important to retailers. Retailers manage their stores as brands and control the brand offering inside the store, coordinating the manufacturer's brand with the private label. However manufacturers' brands are still important in determining retailer profitability and store image. This research paper seeks to clarify the value of manufacturers' brands to retailers within marketing channel relationships.

Research paper thumbnail of Towards a theory of marketplace equity: integrating branding and relationship thinking with financial thinking

Research paper thumbnail of The importance of brand-specific associations in brand extension: further empirical results

Journal of Product & Brand Management, 1998

This paper reports a replication of Broniarczyk and Alba's study on the influence of brand-specif... more This paper reports a replication of Broniarczyk and Alba's study on the influence of brand-specific associations on brand extensions. The results broadly support the original study showing brand-specific associations (attributes which differentiate a brand from the competition) can dominate the effects of the parent brand to the point where they reverse extension evaluations. Thus the study provides further evidence to challenge the commonly held assumption that the effect associated with the original brand name and product category is automatically transferred to the brand extension.

Research paper thumbnail of How brands grow: What marketers don’t know

Journal of Marketing Management, 2013

Research paper thumbnail of Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

Journal of Interactive Marketing, 2014

In the last three decades, an influential research stream has emerged which highlights the dynami... more In the last three decades, an influential research stream has emerged which highlights the dynamics of focal consumer/brand relationships. Specifically, 10 more recently the 'consumer brand engagement' (CBE) concept has been postulated to more comprehensively reflect the nature of consumers' particular 11 interactive brand relationships, relative to traditional concepts, including 'involvement.' However, despite the growing scholarly interest regarding the 12 undertaking of marketing research addressing 'engagement,' studies have been predominantly exploratory in nature, thus generating a lack of empirical 13 research in this area to date. By developing and validating a CBE scale in specific social media settings, we address this identified literature gap. Specifically, 14 we conceptualize CBE as a consumer's positively valenced brand-related cognitive, emotional and behavioral activity during or related to focal consumer/ 15 brand interactions. We derive three CBE dimensions, including cognitive processing, affection, and activation. Within three different social media contexts, 16 we employ exploratory and confirmatory factor analyses to develop a reliable, 10-item CBE scale, which we proceed to validate within a nomological net of 17 conceptual relationships and a rival model. The findings suggest that while consumer brand 'involvement' acts as a CBE antecedent, consumer 'self-brand 18 connection' and 'brand usage intent' represent key CBE consequences, thus providing a platform for further research in this emerging area. We conclude 19 with an overview of key managerial and scholarly implications arising from this research. 20 22 23 42 itly, including in specific social media settings (Bolton and 43 Saxena-Iyer 2009; Malthouse and Hofacker 2010). 44 Within this broader context, the consumer 'engagement' 45 concept, which more explicitly accounts for consumers' interactive 46 brand-related dynamics (Brodie et al. 2011), is gaining traction in 47 the literature (Calder, Malthouse, and Schaedel 2009; van Doorn et 48 al. 2010); thus fitting within the broader theoretical perspectives of 49 consumer culture theory (Arnould and Thompson 2005), the 50 service-dominant logic (Karpen, Bove, and Lukas 2012; Vargo 51 and Lusch 2004, 2008), and relationship marketing (Vivek, Beatty, 52 and Morgan 2012). Brodie et al. (2011) define 'customer 53 engagement' as "a psychological state that occurs by virtue of 54

Research paper thumbnail of An Investigation of Category Effects on Private Label Purchasing

Risk perception and attitude are important explanatory constructs for consumer proneness towards ... more Risk perception and attitude are important explanatory constructs for consumer proneness towards buying private labels. Moreover, category-level differences are stated as the most critical source that can explain the variations in the performance of private labels (Batra & Sinha, 2000; Dhar and Hoch, 1997). This research replicates and extends Batra and Sinha's (2000) study, which examined the category-level effects of different determinants of perceived risk on consumer preferences for buying private labels. A mall-intercept survey was conducted to test the hypotheses. The results indicate that perceived risk and attitude determinants such as quality variability, price consciousness, price-quality association and brand loyalty influence significantly consumers' propensities to buy private labels. Furthermore, these private-label propensities vary across product categories due to category-level variations in perceptions and attitudes.

Research paper thumbnail of Primer in B2B brand-building strategies with a reader practicum

Journal of Business Research, 2012

... varies within the same industry and some firms were using their brands more effectively than ... more ... varies within the same industry and some firms were using their brands more effectively than their competitors (Gregory and Sexton, 2007 ... The meaning of the term brand equity is much wider and includes relational, network (co-branding and alliances) and financial (Brodie et al ...

Research paper thumbnail of Brand equity and the value of marketing assets

Research paper thumbnail of Chapter 1 Effective business-to-business brand strategies: introduction to business-to-business brand management

Advances in Business Marketing and Purchasing, Jun 10, 2009

The research and the authors spotlighted in this book represent a series of recent exciting devel... more The research and the authors spotlighted in this book represent a series of recent exciting developments in the topic of business-to-business (B2B) branding. The papers in this book enhance our understanding of practice in this important facet of the marketing discipline. Furthermore, each author presents areas for future research and important managerial implications. The papers in this book cover a broad spectrum of industries and continents as well as both product and service offerings. The papers address a wide range of B2B applications including resellers, retailers, logistics service providers, subcontractors, hairdressing services, and a producer of high-tech materials. In addition, two papers address branding in B2B markets and pricing more generally. These papers provide details of the research background, methodology, analysis of each study. The topic coverage of this volume is extensive as the following list shows: Building a Strong B2B Brand; (2) Building a Strong Brand to Resellers; (3) B2B Brand Equity: Theory, Measurement, and Strategy; (4) Effective Strategies for B2B Service Brands; (5) Brand Meaning and Business-to-Business Brand Management: Theory, Research and Executive Case Study Exercises

Research paper thumbnail of How Brands Grow: What Marketers Don't Know20123Byron Sharp. How Brands Grow: What Marketers Don't Know . Melbourne: Oxford University Press 2010. 228 pp

Journal of Product & Brand Management, 2012

Research paper thumbnail of The role of brands in manufacturer-reseller relationships

Copyright Statement The digital copy of this thesis is protected by the Copyright Act 1994 (New Z... more Copyright Statement The digital copy of this thesis is protected by the Copyright Act 1994 (New Zealand). This thesis may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use: ? ...

Research paper thumbnail of Brand Busters: 7 Common Mistakes that Marketers Make. Lessons from the World of Technical and Scientific Products20091Chris Wirthwein. Brand Busters: 7 Common Mistakes that Marketers Make. Lessons from the World of Technical and Scientific Products . Ithaca, NY: Paramount Books 2008. 152 pp., ISB...

Journal of Product & Brand Management, 2009

Research paper thumbnail of Realising intangible business relationship value for the seller - the role of the salesperson

Customer relationships are seen as one of a firm's most important set of resources or assets.... more Customer relationships are seen as one of a firm's most important set of resources or assets. According to the resource advantage theory, customer's resources are potentially available to the seller once a relationship is established between them. In addition, the intangible resources that are available from the customer relationships are potentially likely to contribute to seller's sustainable competitive advantage. This paper explores the salesperson's role in realising the potential value of these intangible relationship resources.

Research paper thumbnail of Towards a framework of a salesperson's resource facilitation and interaction

Australasian Marketing Journal (AMJ), 2015

ABSTRACT Positive outcomes for buyers and sellers often occur when both parties readily share res... more ABSTRACT Positive outcomes for buyers and sellers often occur when both parties readily share resources, resulting in a trusting and communicative relationship. As boundary spanners, salespersons play an important role in facilitating the use of customer resources together with the resources of their own firm which leads to value creation. Extant research focuses on how salespersons use these internal resources to create customer value, but has not explored the processes involved in also using the customer's resources. This research investigates the salespersons relationship building processes activities and interactions in conjunction with the accessing of customer resources. The study has its focus on the salesperson bonds, resource ties, and activity links based on the IMP interaction model. In this research, in-depth interviews of managers with sales responsibility explore the nature of customer resources and identify six sales persons' activities important in accessing these resources.

Research paper thumbnail of A Little Less Conversation: Connecting with Customers in a Noisy World20113Tom Asacker. A Little Less Conversation: Connecting with Customers in a Noisy World . Ithaca, NY: Paramount Books 2008. 171 pp., ISBN: 978‐0‐9801745‐2‐6 www.paramountbooks.com

Journal of Product & Brand Management, 2011

Research paper thumbnail of Brands and Branding: The Economist Series, 2nd ed.20113Rita Clifton. Brands and Branding: The Economist Series, 2nd ed. . London: Profile Books 2009. 288 pp. £20.00 (hardback)

Journal of Consumer Marketing, 2011

Research paper thumbnail of Call for Papers: Special Issue on resource management in buyer-seller relationships

Research paper thumbnail of Customer characteristics, intangible relationship value and new product success

Research paper thumbnail of The Relationship Marketer: Rethinking Strategic Relationship Marketing20112Søren Hougaard and Mogens Bjerre. The Relationship Marketer: Rethinking Strategic Relationship Marketing . Heidelberg, Germany: Springer‐Verlag 2009. 236 pp., ISBN: 978‐3‐642‐03242‐4 2nd ed

Journal of Product & Brand Management, 2011

Research paper thumbnail of The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory?

Marketing Theory, 2006

Abstract. It is increasingly being recognized that brands play a major role in con- tributing to ... more Abstract. It is increasingly being recognized that brands play a major role in con- tributing to the value of service businesses (eg Berry, 2000; de Chernatony, 2003). However, in their award-winning article about the emerging service-dominant logic, Vargo and Lusch ...

Research paper thumbnail of Integrating brand, retailer and end-customer perspectives

Marketing Theory, 2009

With increased retailer concentration, competition and the emphasis on private labels, it is easy... more With increased retailer concentration, competition and the emphasis on private labels, it is easy to assume that manufacturers' brands are less important to retailers. Retailers manage their stores as brands and control the brand offering inside the store, coordinating the manufacturer's brand with the private label. However manufacturers' brands are still important in determining retailer profitability and store image. This research paper seeks to clarify the value of manufacturers' brands to retailers within marketing channel relationships.

Research paper thumbnail of Towards a theory of marketplace equity: integrating branding and relationship thinking with financial thinking

Research paper thumbnail of The importance of brand-specific associations in brand extension: further empirical results

Journal of Product & Brand Management, 1998

This paper reports a replication of Broniarczyk and Alba's study on the influence of brand-specif... more This paper reports a replication of Broniarczyk and Alba's study on the influence of brand-specific associations on brand extensions. The results broadly support the original study showing brand-specific associations (attributes which differentiate a brand from the competition) can dominate the effects of the parent brand to the point where they reverse extension evaluations. Thus the study provides further evidence to challenge the commonly held assumption that the effect associated with the original brand name and product category is automatically transferred to the brand extension.

Research paper thumbnail of How brands grow: What marketers don’t know

Journal of Marketing Management, 2013

Research paper thumbnail of Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

Journal of Interactive Marketing, 2014

In the last three decades, an influential research stream has emerged which highlights the dynami... more In the last three decades, an influential research stream has emerged which highlights the dynamics of focal consumer/brand relationships. Specifically, 10 more recently the 'consumer brand engagement' (CBE) concept has been postulated to more comprehensively reflect the nature of consumers' particular 11 interactive brand relationships, relative to traditional concepts, including 'involvement.' However, despite the growing scholarly interest regarding the 12 undertaking of marketing research addressing 'engagement,' studies have been predominantly exploratory in nature, thus generating a lack of empirical 13 research in this area to date. By developing and validating a CBE scale in specific social media settings, we address this identified literature gap. Specifically, 14 we conceptualize CBE as a consumer's positively valenced brand-related cognitive, emotional and behavioral activity during or related to focal consumer/ 15 brand interactions. We derive three CBE dimensions, including cognitive processing, affection, and activation. Within three different social media contexts, 16 we employ exploratory and confirmatory factor analyses to develop a reliable, 10-item CBE scale, which we proceed to validate within a nomological net of 17 conceptual relationships and a rival model. The findings suggest that while consumer brand 'involvement' acts as a CBE antecedent, consumer 'self-brand 18 connection' and 'brand usage intent' represent key CBE consequences, thus providing a platform for further research in this emerging area. We conclude 19 with an overview of key managerial and scholarly implications arising from this research. 20 22 23 42 itly, including in specific social media settings (Bolton and 43 Saxena-Iyer 2009; Malthouse and Hofacker 2010). 44 Within this broader context, the consumer 'engagement' 45 concept, which more explicitly accounts for consumers' interactive 46 brand-related dynamics (Brodie et al. 2011), is gaining traction in 47 the literature (Calder, Malthouse, and Schaedel 2009; van Doorn et 48 al. 2010); thus fitting within the broader theoretical perspectives of 49 consumer culture theory (Arnould and Thompson 2005), the 50 service-dominant logic (Karpen, Bove, and Lukas 2012; Vargo 51 and Lusch 2004, 2008), and relationship marketing (Vivek, Beatty, 52 and Morgan 2012). Brodie et al. (2011) define 'customer 53 engagement' as "a psychological state that occurs by virtue of 54

Research paper thumbnail of An Investigation of Category Effects on Private Label Purchasing

Risk perception and attitude are important explanatory constructs for consumer proneness towards ... more Risk perception and attitude are important explanatory constructs for consumer proneness towards buying private labels. Moreover, category-level differences are stated as the most critical source that can explain the variations in the performance of private labels (Batra & Sinha, 2000; Dhar and Hoch, 1997). This research replicates and extends Batra and Sinha's (2000) study, which examined the category-level effects of different determinants of perceived risk on consumer preferences for buying private labels. A mall-intercept survey was conducted to test the hypotheses. The results indicate that perceived risk and attitude determinants such as quality variability, price consciousness, price-quality association and brand loyalty influence significantly consumers' propensities to buy private labels. Furthermore, these private-label propensities vary across product categories due to category-level variations in perceptions and attitudes.

Research paper thumbnail of Primer in B2B brand-building strategies with a reader practicum

Journal of Business Research, 2012

... varies within the same industry and some firms were using their brands more effectively than ... more ... varies within the same industry and some firms were using their brands more effectively than their competitors (Gregory and Sexton, 2007 ... The meaning of the term brand equity is much wider and includes relational, network (co-branding and alliances) and financial (Brodie et al ...