원문정보
초록
영어
Effective brand management using images has been a challenge for the brand managers. The brand identity- brand image alignment on the social media is an important yet mostly-overlooked phenomenon. We proposed a scalable Google Cloud Vision-based approach for measuring the alignment between brand identity and brand image, and understanding the brand positions. We analyzed 3247 images of 13 leading Indian brands on Instagram. Images containing wordy announcements by the firms are in stark contrast with the relatively more emotive images by the users. It leads to a noticeable disconnect between the brand identity and brand image. Also, the private sector brands do not always outperform the public sector brands in branding efforts. By offering practical guidance on how to measure and reduce the misalignment, this study paved a feasible path towards better visual branding on Instagram.
목차
Ⅰ. Introduction
Ⅱ. Literature Review
2.1. Image Analytics in Marketing
2.2. Indian Brands in the Literature
2.3. Need for an Empirics-First Study On Indian Service Brands
Ⅲ. Methodology
3.1. Brand Selection
3.2. Data
3.3. Methods
Ⅳ. Findings
4.1. Label-Based Brand Positions
4.2. Brand Clusters
4.3. Alignment of Brand Identity and Brand Image
Ⅴ. Discussion
5.1. Methodological Implications
5.2. Managerial Implications
Ⅵ. Limitations and Directions for Future Research
Ⅶ. Conclusion
Disclosure statement