BRAND MANAGEMENT THROUGH STIMULUS-ORGANISM-RESPONSE (SOR) INTEGRATIVE EFFORTS
Keywords:
Stimulus, Organism, Response, SOR Model, Brand ManagementAbstract
This article presents an approach to brand management through a process of stimulus and organism (i.e. perceptions, image, attitudes, knowledge) formation of brand. The two empirical cases –one of the consumer perceptions on Alipay mobile payment system, and another on Tae- tea brand in China – demonstrate not only the validity and robustness of the SOR (Stimulus-Organism-Response) model but also offer some of the theoretical and practical implications in other research and practical issues and areas. The model fit is evidenced by the structural equation model (SEM) statistics. By integrating the descriptive analysis, ANOVA and t-tests, the various significant differences of the demographics and psychographic variables can further help the brand owners and managers identify the important areas where branding and marketing initiatives should be targeted. The SOR model is simple and analytically generalizable to various applications not limiting to only consumer behaviors and brand perceptions, but can also be extended to any research issues that relate to socio-psychological states, stimulating factors, intentions, commitment, behaviors and performances.
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