Earticle

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

ABSTRACT
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

키워드

저자

• Anand V [ Ph.D. student, School of Management Studies, University of Hyderabad, India ] Corresponding Author
• Daruri Venkata Srinivas Kumar [ Associate Professor, School of Management Studies, University of Hyderabad, India ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Asia Pacific Journal of Information Systems

• 간기

  계간

• pISSN

  2288-5404

• eISSN

  2288-6818

• 수록기간

  1990~2026

• 등재여부

  KCI 등재,SCOPUS

• 십진분류

  KDC 325 DDC 658