To see the other types of publications on this topic, follow the link: Brand: corporate identity and corporate image.
Journal articles on the topic 'Brand: corporate identity and corporate image'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 journal articles for your research on the topic 'Brand: corporate identity and corporate image.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.
1
Le Roux, C., and C. Du Plessis. "An exploratory Q study of corporate brand identity elements governing corporate brand image formation." Southern African Business Review 18, no. 3 (January 29, 2019): 119–41. http://dx.doi.org/10.25159/1998-8125/5688.
Full textAbstract:
12Because of the growing demands on businesses to distinguish themselves from competitors, corporate brand identity and image are considered to be fundamental in enhancing the visibility and credibility of a business. This study identifi ed the perceptions of South African businesses across various industries of corporate brand identity elements that govern corporate brand image formation. In doing so, a theoretical perspective was adopted that borrows from both marketing communication and corporate communication theories. Firstly, the corporate brand identity elements deemed signifi cant in corporate brand image formation were identified from earlier literature and research. Secondly, Q methodology was used to categorise the variety and span of subjective opinion on those corporate identity elements deemed significant for corporate brand image formation. Finally, the dominant perceptions of the factors that govern corporate brand image formation were isolated through Q factor analysis. Seven richly diverse factors were derived, reflecting the most salient perceptions on the topic, namely trustworthiness of the brand, creative marketing, effective management and administration, stability through business innovation, customer satisfaction, effective integrated communication and strategic positioning of the brand.
2
Jukić, Dinko. "Ekvilibrij korporativne marke: analiza identiteta." Oeconomica Jadertina 8, no. 2 (December 12, 2018): 34–47. http://dx.doi.org/10.15291/oec.2739.
Full textAbstract:
The paper presents and analyses contemporary corporate brand models, brand personality constructs as well as model C2ITE. Equilibrium of the corporate brand is constituted by an integrated model of different theoretical approaches to brand phenomena. The primary model is acquired as hexagonal brand identity, as it is also a starting construct that unites the derived models. The corporate brand is causal and depends on joint communication with all C2ITE features. The corporate brand origin is the corporate identity displayed and interpreted by the ACID test model. Corporate identity is essential for several reasons: it enables further creation of the corporate brand, image and other constructs, but also because of the strategic dimension of brand positioning in consumer consciousness. The design of the brand personality is confirmed by the CBBE model dimensions. The corporate brand equilibrium is suggested by the diversification of identity, image and personality. The corporate brand must have the ability to react quickly to market changes, as well as developed collaborative approach to all participants.
3
WITT, PETER, and VERENA RODE. "CORPORATE BRAND BUILDING IN START-UPS." Journal of Enterprising Culture 13, no. 03 (September 2005): 273–94. http://dx.doi.org/10.1142/s0218495805000173.
Full textAbstract:
In this paper, we develop a multi-stage formative measurement model to investigate which factors constitute the corporate brand of a start-up as seen from within the firm (corporate identity) and as perceived from outside (corporate image). Furthermore, we propose a structural model for brand building in start-ups, i.e. the causal relation between corporate identity and corporate image. We test this model empirically for a sample of 311 German start-ups. The study proves the importance of well-balanced and timely corporate branding activities in new ventures. It shows that internal branding activities are at least as important as those communication measures that are directly targeted at external audiences like customers and investors.
4
Anisimova, Tatiana. "Benchmarking desired corporate brand image in relation to stakeholders: a managerial perspective." Qualitative Market Research: An International Journal 17, no. 4 (September 2, 2014): 441–63. http://dx.doi.org/10.1108/qmr-06-2012-0034.
Full textAbstract:
Purpose – The purpose of this paper is to use managerial vision of corporate brand in relation to consumers, dealers and frontline employees to generate brand benchmarks. These benchmarks are sets of perceptions on how managers envision corporate brand to be positioned in minds of consumers, dealers and frontline employees. Additionally, this study explores managerial views concerning the importance of corporate branding in relation to an organization and its stakeholders. One of the most important strategic decisions that managers make concerns positioning of a corporate brand in the minds of key internal and external stakeholders. Design/methodology/approach – Insights are drawn from the in-depth semi-structured interviews with 22 senior managers from the three car manufacturers based in Australia and engaged in the corporate branding strategy. Findings – Although managers viewed corporate brand as a “strategic tool” and “the DNA” of an organization, the findings suggest that corporate brand strategy is ultimately driven by consumers rather than multiple stakeholders. Practical (utilitarian) components of the brand value were emphasized by the managers as key brand benefits communicated to consumers and also to dealers and frontline employees. Although managers recognized the importance of being seen as a “trustworthy partner” by dealer principals and customer-facing staff, the idea of dealer networks playing a role of a “supportive mechanism” for enhancing consumer experience, was domineering. Research limitations/implications – The views expressed by the interviewees in this paper may not fully reflect the views of the whole organization regarding the corporate brand. As this study is conducted in the car manufacturing industry, its findings may not be directly applicable in other industries. As corporate branding a relatively new area, organizations do not always appreciate its scope and what such a branding strategy involves. However, organizations need to move beyond a “product branding thinking” to a strategic perspective as corporate brands build the images formed and held by key external and internal stakeholders. Practical implications – Generating benchmarks for corporate brands using top management’s aspirations can assist organizations in generating focused and more nuanced understanding of how they wish corporate brand to be perceived by the key stakeholders and effectively build corporate brand. Originality/value – Managerial vision of corporate brand was used as a starting point in developing reference points (i.e. benchmarks) for the desired brand identity, which may potentially be developed into relevant standards and best practices in corporate branding within an organization.
5
Balmer, John M. T., and Klement Podnar. "Corporate brand orientation: Identity, internal images, and corporate identification matters." Journal of Business Research 134 (September 2021): 729–37. http://dx.doi.org/10.1016/j.jbusres.2021.06.016.
Full text
6
Ianenko, Marina, Mikhail Stepanov, and Liubov Mironova. "Brand identity development." E3S Web of Conferences 164 (2020): 09015. http://dx.doi.org/10.1051/e3sconf/202016409015.
Full textAbstract:
The paper studied the concept of "brand identity" as a planned brand image that defines the direction for all marketing activities of a company. The authors developed an algorithm for constructing a system of characteristic features of the brand strategy, harmoniously combined with the corporate and business strategy which includes the market situation analysis, an analysis of economic conditions and activities of the organization, analysis of marketing affords, analysis of the marketing strategy, the brand strategy selection, the brand positioning choice, brand identity development. Based on the well-established brand identity models such as The Brand Identity System (D.A. Aaker, USA), The Brand Identity Prism (J.-N. Kapferer France), L. De Chernatoni’s model (UK), 4D Branding (T. Gad, Sweden), The Brand Wheel (Bates Worldwide, USA), The Brand Platform (Young & Rubicam, USA) the authors have discussed the current approaches to the brand identity creation depending on which market (customer or B2B) a firm participates in perform and its capacity to serve the interests of both corporate and individual customers. The proposed approaches are needed for successful brand management.
7
Worcester, Robert. "Reflections on corporate reputations." Management Decision 47, no. 4 (May 1, 2009): 573–89. http://dx.doi.org/10.1108/00251740910959422.
Full textAbstract:
PurposeThe purpose of this paper is to illustrate the importance of corporate reputation to the management of contemporary organisations.Design/methodology/approachThe approach takes the form of survey research and case studies. The paper is informed by corporate image and reputation research undertaken for major international corporations, governments and NGOs in the UK and in countries throughout the world dating back to the late 1960s.FindingsThe paper finds that corporate image is an important factor in the success or failure of virtually all major organisations; corporate reputation is the synthesis of many factors: the brand(s) image, the products (and/or services) class image(s), the brand user(s) image, the image of the country of perceived ownership of a corporation, and the corporate culture/personality; corporate reputations can be measured, and changes in corporate reputations can be tracked; and corporate responsibility is replacing corporate social responsibility as an increasingly important factor in how people regard the corporate reputation of organisations.Practical implicationsPolicy makers should actively research and manage their corporate reputation. Familiarity breeds favourability, not contempt. All too often senior managers and their advisers (brand and corporate consultants, design consultants, advertising and public relations advisers, etc.), who have responsibility for the organisation's corporate reputation, muddle the distinctions between corporate reputation, corporate image, corporate identity, corporate personality, corporate culture, and other ways by which the elements of the corporate reputation are defined, and therefore used and measured.Originality/valueThe paper shares some of the lessons learned from 40 years' experience of MORI. The paper also marshals insights from the published output, lectures, and image‐modelling work.
8
Teng, Weichen. "Importance of corporate image for domestic brands moderated by consumer ethnocentrism." Journal of Product & Brand Management 29, no. 3 (August 1, 2019): 257–72. http://dx.doi.org/10.1108/jpbm-09-2018-2020.
Full textAbstract:
Purpose Although consumers’ tendency to support domestic companies by buying local products is growing, few studies discuss the corporate branding for domestic brands. This study aims to help domestic brands develop corporate branding strategies by examining the effects of corporate image of domestic brands on customers’ purchase intentions. Design/methodology/approach This study investigates various aspects of corporate image, including product quality, corporate ability, corporate social responsibility (CSR) and local-customer-first (a measure that is identified in this study). It conducts a survey (N = 283) and tests eight hypotheses with bivariate regression analyses with SPSS, Hayes’ PROCESS macro and structural equation modelling with AMOS to identify significant relationships. Findings The results show that all aspects of corporate image have significant positive effects on customers’ purchase intentions towards domestic brands. However, the effect of CSR image on purchase intention is fully mediated by the corporate ability and product quality images, whereas consumer ethnocentrism moderates the corporate ability and local-customer-first images. Originality/value This study contributes to the literature by examining the effect of corporate image on customers’ domestic brand purchase intentions in emerging economies when the product quality image in the country is low. This study also identifies a new factor, local-customer-first, and its positive effect on purchase intention. It is recommended that domestic brands strengthen their CSR, corporate ability and local-customer-first images to gain local customers’ support. Furthermore, it is found that corporate ability and local-customer-first are more highly valued by ethnocentric consumers. These findings can help domestic brands develop corporate branding strategies.
9
Malik, Muhammad Shaukat, Sadia Aslam, and Surayya Aslam. "Selling the brand inside: corporate image, corporate identity and employer brand: case study of I-SEC Netherlands B.V." International Journal of Business Performance Management 19, no. 3 (2018): 371. http://dx.doi.org/10.1504/ijbpm.2018.092761.
Full text
10
Aslam, Surayya, Muhammad Shaukat Malik, and Sadia Aslam. "Selling the brand inside: corporate image, corporate identity and employer brand: case study of I-SEC Netherlands B.V." International Journal of Business Performance Management 19, no. 3 (2018): 371. http://dx.doi.org/10.1504/ijbpm.2018.10011853.
Full text
11
Boafo, Nana Danso, Fred Agyapong, Priscilla Asare, and Grace Amponsah. "The Balance Between Corporate Identity And Corporate Image And Its Impact On Marketing Of Universities In Ghana." Archives of Business Research 8, no. 5 (June 7, 2020): 302–15. http://dx.doi.org/10.14738/abr.85.8323.
Full textAbstract:
Universities are adopting different strategies to attract students, enhance satisfaction level and loyalty as well as branding in a competitive market. Although university corporate identity and image is becoming an increasingly important issue in the marketing of universities in Ghana, there is sometimes a mismatch between the university corporate identity and image which can lead to poor marketing performance. This has therefore necessitated this study which is, evaluating the balance between corporate identity and corporate image and its impact on marketing performance of universities in Ghana using Christian Service University College as the case study.
The study was descriptive. Population was past and current students of the university. Five hundred and seventy five (575) persons were sampled using convenience sampling method. Multiple linear regression was used to analyze data.
Findings revealed a balance between CSUC corporate identity and corporate image, as it has positively impacted on the university’s marketing performance in these challenging times for private universities in Ghana. This was based on the evidence that, majority of the responses attested to the fact that the university practiced its Christian values inbuilt in its brand , also the university does what it says it stands for. Respondents were happy with lecturers and the university graduates’ performances on the field. The study recommended that Universities must create a perfect fit between their corporate identity and corporate image since they impact on their marketing performance, and also all staff must be made to understand the relationship between the institution's corporate identity and corporate image and its impact on marketing performance of the institution.
12
Huang, Pei-Yuh, Shigeru Kobayashi, and Kazuhito Isomura. "How UNIQLO evolves its value proposition and brand image: imitation, trial and error and innovation." Strategic Direction 30, no. 7 (June 3, 2014): 42–45. http://dx.doi.org/10.1108/sd-04-2014-0058.
Full textAbstract:
Purpose – The purpose of this paper is to clarify how a competitive company develops its own method to create innovation by utilizing imitation and learning. Design/methodology/approach – The paper examines the case of Fast Retailing from the viewpoint of imitation strategy. Findings – Fast Retailing constantly explores and imports business ideas, evolves its business model through trial and error and finally creates innovation. Practical implications – The paper emphasizes the importance of imitation strategy that flexibly accepts and extends business ideas through learning, creates new values by evolving a business model and combines them with corporate identity and brand. Originality/value – The case study of Fast Retailing suggests that the successful imitation is enabled by flexible corporate culture and redefining its corporate identity and brand through the process of evolving its business model.
13
Toelken, Kathryn, and Patricia Mark. "BisLogic: Building an Employer Brand through Corporate Image, Personality, Identity and Reputation." i-manager’s Journal on Management 4, no. 1 (August 15, 2009): 26–34. http://dx.doi.org/10.26634/jmgt.4.1.179.
Full text
14
Alwi, Sharifah, Norbani Che-Ha, Bang Nguyen, Ezlika M. Ghazali, Dilip M. Mutum, and Philip J. Kitchen. "Projecting university brand image via satisfaction and behavioral response." Qualitative Market Research: An International Journal 23, no. 1 (December 12, 2019): 47–68. http://dx.doi.org/10.1108/qmr-12-2017-0191.
Full textAbstract:
Purpose This study attempts to ascertain the essential dimensions and components of university brand image, including the cognitive attributes (service/educational quality) and affective attributes (corporate brand image) of the university. Design/methodology/approach The study develops, explores and presents a student-consumer behavioral response model based on students’ experiences at university, exploring the relationship between these attributes with satisfaction and behavioral response [word-of-mouth (WOM)]. Findings Findings reveal that both branding aspects – brand experience and corporate brand image – follow a rational thought process first before an affective component is then taken into account, resulting in brand promise and loyalty. The study identifies several important cognitive brand image attributes and experiences that guide brand positioning for the Malaysian market, linking these to satisfaction and WOM. Research limitations/implications It was conducted in a single case-university and future research could replicate this in other schools/institutions. Cross-validation to other private institutions lies outside the scope of this study. Furthermore, although the study has identified specific attributes of university brands, they tend to be seen or interpreted as overall for both brand experiences and corporate brand image attributes because of the reflective nature of the construct, and also they tend to be seen as higher order rather than at individual levels. Further research is needed to analyze these dimensions using a quantitative approach at individual levels and testing the conceptual model as presented in the conceptual model. The study is focused on one Asian market (Malaysian students in X University) chosen for its potential growth in the future. Practical implications The present study contributes to the identification of specific students’ needs and attributes including courses and modules, reputable schools, the environment (e.g. campus – near to lecturer, international), helpful lecturers and the university location. Addressing the right brand attributes enhance and clarify the positioning aspect of the university brand, while simultaneously addressing the needs and wants of consumers. For example, by understanding the culture – consumer buying behavior within this setting, marketers or school administrators can identify exactly, which behaviors could be changed and by which mechanism i.e. talking to sponsors, and introducing activities to increase visibility/image in Malaysia. Interacting with sponsors can influence them toward sending students to X instead of to other universities in the UK. Originality/value The study contributes to theoretical knowledge in at least two different ways: by identifying possible corporate brand image attributes and experience that guide brand positioning (for the Malaysian market), and by exploring the relationship between these attributes and satisfaction and behavioral response (WOM) as proposed in the study’s conceptual framework. The study has identified the specific attributes that influence Malaysian students’ early interest in selecting X University via, for example, a recommendation from existing students at X, their sponsors, employers, the courses or modules X offers and location – in London. The study further revealed that corporate brand image attributes of business schools (cognitively and effectively) enhance corporate brand differentiation and positioning (Rauschnabel et al., 2016).
15
Mburu, Paul, Tendy Matenge, Donatus Amanze, and Rina Makgosa. "Corporate Branding in Botswana: A Content Analysis of Visual Brand Elements." Journal of Business Theory and Practice 1, no. 2 (September 25, 2013): 262. http://dx.doi.org/10.22158/jbtp.v1n2p262.
Full textAbstract:
<p><em>The topic of corporate branding has stimulated immense academic attention. However, as the thrust of research on corporate branding concentrates on the West, little remains known about how firms in developing nations in Sub Sahara Africa deal with the challenge to communicate a sustainable image through branding. Therefore, the current study investigates specific corporate brand visual elements utilised by firms in Botswana as tools for communication, identification and differentiation. A sample of about 350 brands from different industries was collected from the local print media and content analysed. Overall findings demonstrate that a majority of firms in Botswana utilize a combination of full names, colour, logos and taglines in their corporate brands. Most frequently used being the full names that represent the background of the firm, blue or black colours that correspond to national colours, symbolic logos and taglines that emphasize the personality traits of competence and sincerity as well as the industry in which the firm operates. The significant use of a combination of visual elements signifies the importance that local firms attach to corporate branding. However, there is a need to improve on the use of taglines and consistency in the use of visual elements to exploit the advantages of corporate identity.</em></p>
16
Matiatou, Maria. "From Internal Branding to Cultural Transformation." International Journal of Knowledge Society Research 6, no. 2 (April 2015): 1–19. http://dx.doi.org/10.4018/ijksr.2015040101.
Full textAbstract:
The primary objective of this paper is to explore internal branding as a corporate philosophy: assess the relevance of its values, evaluate the tactics implemented, the nature of the internal communications involved, the outcomes thereof and its role as critical bridge over vision, culture and image gaps. It also aims at bringing awareness on failure possibilities and risks involved when internal constituencies do not fulfill their role as brand ambassadors. Following an overview of the internal branding methodology and literature, perceptions of employees on internal brand communication practices are captured and matched to aspirations, missions and values in different companies. Internal communication and branding outcomes are organically attached to the nexus of corporate identity; alignment of values and beliefs promotes brand identification, integrates practices, boosts loyalty and helps the organization speak in one voice. While some companies have managed to exemplify this strategy through honest and consistent efforts, it is unsafe to generalize the assumption across different industries that normally fail to undertake effective internal branding initiatives through their corporate communication department to strengthen their brands. It is therefore worth evaluating methods that can align theory, intentions and practice.
17
Hoppe, Daniel. "Linking employer branding and internal branding: establishing perceived employer brand image as an antecedent of favourable employee brand attitudes and behaviours." Journal of Product & Brand Management 27, no. 4 (July 16, 2018): 452–67. http://dx.doi.org/10.1108/jpbm-12-2016-1374.
Full textAbstract:
PurposeThe purpose of this paper is to establish the symbolic facet of perceived employer brand image (PEBI) as an antecedent of favourable brand-related identification and employee behaviours, namely, corporate brand identification (CBI) and brand citizenship behaviours (BCB).Design/methodology/approachA standardized questionnaire was used. Data collection occurred at a maximum care hospital in Germany (N= 366). Structural equation modelling was used in the data analysis.FindingsA direct link between PEBI and BCB was theoretically derived from social exchange theory and could be empirically confirmed. In addition to a direct relationship, a mediated relationship based on social identity theory was outlined. PEBI influences BCB via CBI. The mediated pathway accounts for 70 per cent of the variance.Practical implicationsUnderstanding the impact of symbolic job offerings on favourable brand-related employee attitudes and behaviours should lead practitioners to focus on increasing employees’ perceptions of the employer’s prestige and sincerity, for example, by strengthening employee target group-oriented communications about corporate social responsibility or increasing out-group salience when communicating organizational achievements.Originality/valueThis paper transfers the concept of organizational attractiveness, organizational identification and favourable employee behaviours to a corporate brand focus. It is the first integration of the symbolic dimension of the instrumental-symbolic framework in an internal branding context.
18
Pirić, Valentina, Maja Martinović, and Mirna Koričan Lajtman. "SOCIO-DEMOGRAPHIC VARIABLES FORMING A PERCEPTION OF CORPORATE IMAGE BRAND IN THE CROATIAN BANKING INDUSTRY." Balkans Journal of Emerging Trends in Social Sciences 3, no. 2 (December 2020): 96–111. http://dx.doi.org/10.31410/balkans.jetss.2020.3.2.96-111.
Full textAbstract:
The banking industry is currently at the forefront of the development of technolo¬gy-based service delivery, and the survival of banks depends on their ability to deal with the environmental challenges. Due to these challenges, many banks are faced with an identity crisis and increased customer migration rates that negatively affect the levels of business profitability. Croatian market ads additionally challenge almost 30 banks currently operating with customers that are extremely price sensitive. Research shows that in the banking sector, a favorable image is considered a critical aspect of a company’s ability to maintain its market position, as the image has been related to core attributes of organizational success. This paper studies the dimensions of corporate image, focusing on the corporate image concept in the Croatian banking industry as perceived by consumers and its possible impact on their choice of banks. The purpose of this study is to give an insight and provide a deeper understanding of how the banks, by developing a strong and consistent corporate image using corporate communication activities, ensure a long-term source of sustainable competitive advantage and influence on customers’ end choice. A study was carried out in Croatia during 2019 using 250 respondents-consumers who used different types of banking services in different banks. Series of ANOVA analysis shows how the perception of the corporate image of the bank and its influence on the customer’s choice of the bank, bank loyalty and the quality of the bank services varies depending on some demographic and social variables. Results pose implications for bank communications and service positioning within customer segments. This research raises ideas for future studies as well.
19
Adia, Cheryke Selsa, Pujiyanto Pujiyanto, and Fariza Wahyu Arizal. "Branding TPA Wisata Edukasi Talangagung Kabupaten Malang." MAVIS : Jurnal Desain Komunikasi Visual 1, no. 02 (September 30, 2019): 64–71. http://dx.doi.org/10.32664/mavis.v1i02.419.
Full textAbstract:
Branding merupakan rangkaian pembentukan nama, istilah, simbol, desain atau kombinasinya yang mengindentifikasikan produk/jasa. Corporate identity yang meliputi nama, logo, tagline, warna, tipografi dan elemen gambar, menjadi unsur utama pembentuk brand. Karena corporate identity lebih menarik, unik dan berbeda dengan yang lain menjadi mudah dikenal oleh masyarakat. TPA Talangagung juga merupakan tempat pengelolaan sampah terpadu yang telah memilah sampah organik dan sampah non-organik. TPA Wisata Edukasi Talangagung menjadi fasilitas wisata edukasi diawali dengan untuk mengajak masyarakat belajar memilah sampah. Hal tersebut kegiatan wisata edukasi yang ditawarkan oleh outdoor yaitu outbound dan camping ground. TPA Talangagung banyak belum mengetahui tentang wisata edukasi tersebut. Tujuan perancangan branding sebagai upaya meningkatkan brand image tersebut dapat mengenal dan menarik minat konsumen untuk datang ke TPA Wisata Edukasi Talangagung. Metode yang digunakan dalam perancangan ini adalah menggunakan metode kualitatif dengan melakukan observasi, wawancara, dokumentasi, dan angket. Hal ini perlu dilakukan guna mengumpulkan data-data pendukung untuk penyusunan konsep perancangan branding. Maka perancangan branding ini dilakukan dengan bentuk visual yang unik dan menarik dapat diaplikasikan ke dalam media promosi sehingga dapat membentuk brand image TPA Wisata Edukasi Talangagung.
20
Bulatova, E. K. "Corporate book publications in the corporate culture system." Bibliosphere, no. 4 (December 30, 2018): 32–37. http://dx.doi.org/10.20913/1815-3186-2018-4-32-37.
Full textAbstract:
The article is devoted to the analysis of corporate publications in the corporate culture system. A corporate publication is a new type of edition, which started to develop actively in Russia in the 1990s. To date, it is a complex of different types of publications: books, periodicals, small-print products, as well as websites, mobile applications, etc. as a variety form of corporate publications that perform similar functions. The study objective is to identify functions of book corporate publications, their place in the corporate culture system. The research methodology consists of a combination of a functional-typological method, a comparative-typological technique, and content analysis. The author identifies a range of problems facing the corporate publication study: absence of the «corporate publication» notion in the categorical-conceptual apparatus of bibliology; lack of statistical accounting; need to identify the essential characteristics of corporate publications, which include their functional purpose. The book edition performs specific functions, the main of which is forming the image and corporate culture. The corporate edition is a reflection of the visual and verbal brand system, a channel of communication and corporate advertising.
21
Ефимова, Людмила, and Lyudmila Efimova. "Sensory and aesthetic mechanisms of construction of an advertising and marketing image." Servis Plus 9, no. 2 (June 15, 2015): 73–80. http://dx.doi.org/10.12737/11314.
Full textAbstract:
In today´s world, the basic needs of people are met. But there are a few ways to attract potential customers to products. One of them is a minor satisfaction of aesthetic needs. An important factor in the purchase decision is aesthetic preference. When properly developed firm style is guaranteed to receive regular customers, therefore, it occupies a niche in the market. It is therefore important for the company to develop its corporate identity and continue stimulating potential customers to buy and hold them near. Through style consumer awareness about a particular brand is achieved, formed are emotional and intellectual associations. Style is the hallmark of goods and services, it helps the consumer to classify products to specific categories. It also allows categorizing items within the product line and brings the elements of the marketing mix to the needs of the target market. The article proves that the basis of the commercial chain "form - product - the company" is repeatable. It is with the help of the form it becomes an attribute of corporate identity. Therefore, the aesthetic element should always be used to improve the system through corporate communications. As practice shows, sometimes even a little functional form of an object can be invaluable in terms of aesthetics, becoming part of the brand image.
22
Blumrodt, Jens. "Enhancing Football Brands Brand Equity." Journal of Applied Business Research (JABR) 30, no. 5 (August 27, 2014): 1551. http://dx.doi.org/10.19030/jabr.v30i5.8807.
Full textAbstract:
The sport entertainment industry has its most famous representative in Europe. Hundreds of professional football clubs are playing in their European football leagues. They attract supporters in front of the screen and in stadiums. The clubs in competitions are medium sized companies. They are competing and working together while they are delivering their core service, the game on the ground. The spectator can be considered as an important budget line for all clubs. Budgets are nevertheless often not balanced and stadium attendance is underdeveloped. We conducted research within two different football nations, France and Germany. Four clubs were in the sample and interviews with the management were carried out. The conceptual approach was based on brand image theories. Football clubs are specific sport brands. Brand image elements attract spectators into the stadium for those brands. These elements can explain the purchase intentions of season tickets and merchandising products. Our research revealed that common elements and differences exist between the clubs, each club having a brand identity. We identified which elements lead to purchase intentions and made best practices evident. The importance of the game is often overestimated by a clubs management. The game and the attractiveness of the stadium are important, but not the only factors explaining stadium attendance. The club has also to be a good club in the community, and corporate social responsibility (CSR) becomes a crucial issue.
23
Maduro, Soraia, Paula O. Fernandes, and Albano Alves. "Management design as a strategic lever to add value to corporate reputation competitiveness in higher education institutions." Competitiveness Review: An International Business Journal 28, no. 1 (January 15, 2018): 75–97. http://dx.doi.org/10.1108/cr-04-2017-0029.
Full textAbstract:
Purpose The purpose of this paper is to aid the convergence of design and management as a strategic lever and innovative tool to improve corporate reputation in higher education institutions (HEIs), particularly in the Polytechnic Institute of Bragança, Portugal (IPB). Design/methodology/approach SWOT analysis is used to identify strengths and weaknesses in the context of an organization’s internal competencies (identity) and opportunities and threats in an analysis of the organization’s external competitive context (image). Quantitative analysis was used based on questionnaires conducted with IPB community to analyse if differences exist between identity (staff) and image (students) and where there are design structures (website, visual identity, advertising and environment. Corporate character scale developed by Davies et al. (2003, 2004) was used. Findings With the SWOT analysis, it is possible to outline IPB performance strategies that meet a positive reputation. A positive corporate reputation was found in IPB with the study of corporate character scale. It has been realized where there are differences from the point of view of identity and image, and thus, it is possible to indicate ideas of improvement to increase the competitiveness of HEIs. Research limitations/implications The study is restricted to five schools of IPB. It would also be pertinent to broaden the scope of the stakeholders, encompassing the external community of the IPB that is extending the study to the external public, such as parents, companies, suppliers and secondary students. Practical implications HEI competitiveness implies student recruitment and public policies. A positive reputation implies a positive brand image. Design competencies of the public higher education sector can go much further acting at the strategic level, establishing its directives of action in the markets where it operates to reflect its corporate reputation in a positive way in the mind of the consumer. Intangible assets such as identity, image and corporate reputation, appear as very valuable elements, presenting an increasing importance in the management of universities that entered a market context where sustainability requires the adoption of more entrepreneurial management guidelines. Originality value The paper is useful for the professionals and academics in perceiving the importance of use management and strategical tools to identify HEI communication and reputation difficulties for a thorough design thinking that delineates solutions that leverage the competitiveness of service organizations such as HEIs.
24
García-Salirrosas, Elizabeth Emperatriz, and Javier Mayorga Gordillo. "Brand Personality as a Consistency Factor in the Pillars of CSR Management in the New Normal." Journal of Open Innovation: Technology, Market, and Complexity 7, no. 2 (May 15, 2021): 134. http://dx.doi.org/10.3390/joitmc7020134.
Full textAbstract:
During such a complex crisis as the one experienced by humanity since the first quarter of 2020, it is necessary to develop tools that contribute to creating the corporate image for organizations that are currently interested in being identified as brands with high social and environmental commitment. Likewise, elements that contribute to building strong brands during a context that has changed consumption priorities are required. For this reason, this paper aims at adapting the dimension of socially responsible brand personality (SRBP), proposed by Mayorga (2017), taking the situation experienced due to the COVID-19 pandemic as a new context. The objective of this research is to contribute to the management of corporate social responsibility (CSR) by providing, from a communicative perspective, a tool that optimizes the creation of a socially responsible image by the different stakeholders. The results allow us to conclude that there is a structural modification of the brand personality proposed by Mayorga, which can be presumed to be generated by the current environment, and which, therefore, can be established as a pillar of CSR management in the new normal, from a relational point of view. The findings clearly identify the virtue of integrity in brand personality, which is made up of two attributes, which, in turn, are made up of 17 traits that can identify a socially responsible brand.
25
Linsner, Annika, Brad Hill, Kirstin Hallmann, and Popi Sotiriadou. "Developing an Athlete Brand Identity Scale using Rasch analysis." Sport, Business and Management: An International Journal 10, no. 4 (May 19, 2020): 431–49. http://dx.doi.org/10.1108/sbm-09-2019-0075.
Full textAbstract:
PurposeThis study identifies important dimensions of the athlete brand identity construct incorporating the athlete perspective. It also uses Rasch analysis to provide a practical tool (the Athlete Brand Identity Scale) to measure how closely an athlete's personal brand identity is aligned with their perceived brand image.Design/methodology/approachReference to existing athlete branding measurement tools and consultation with ten athlete experts generated (74) items considered important to an athlete brand. Two different response scales were then used to test those items in wider surveys of athletes and consumers. This allowed for further scale development and measurement of congruence between an athlete's self-image and the brand image held by consumers (within the same survey). Factor analysis and Rasch analysis were carried out to refine the item pool and assess item measurement properties to establish a concise scale for determining athlete brand identity.FindingsResults show successful identification of four dimensions of athlete brand identity measurement: athletic integrity, athletic success, fan engagement and character traits, informed development of the Athlete Brand Identity Scale (ABIdS). The unique and significant aspect of the ABIdS is its capacity to incorporate the athlete's perspective into brand management.Practical implicationsThe ABIdS can be utilised by early-career athletes to plan and prioritise branding efforts whilst established athletes can identify incongruence between self-image and consumer perceptions. Such gaps can be evaluated and branding activities modified accordingly. This will enable athletes to better access corporate support/sponsorship thereby reducing reliance on public funds.Originality/valueThe major difference between the ABIdS and other existing scales in the athlete brand research domain is the focus on the athlete perspective, as opposed to the consumer perspectives. Evaluating consumer perspectives does not explain how athletes perceive their own brand or how their own perception of their brand compares to that of people external to the brand (fans and consumers). The ABIdS developed in this study has the potential to achieve this objective as its design was driven by athlete perceptions but tested on both athletes and consumers.
26
Kissel, Patrick, and Marion Büttgen. "Using social media to communicate employer brand identity: The impact on corporate image and employer attractiveness." Journal of Brand Management 22, no. 9 (December 2015): 755–77. http://dx.doi.org/10.1057/bm.2015.42.
Full text
27
Malik, Pooja, and Usha Lenka. "Exploring interventions to curb workplace deviance: lessons from Air India." Tourism Review 74, no. 3 (June 12, 2019): 563–85. http://dx.doi.org/10.1108/tr-04-2018-0048.
Full textAbstract:
Purpose In a world of fast-changing markets, corporate brand is the heart and soul of a company. A company’s employees are crucial in nourishing a successful corporate image. Eventually, organizations require committed employees who orient their energy and drive the company toward a shared vision. However, employees’ deviant behavior can cripple the organization’s brand image. Given this fact, the purpose of this study is to offer strategies that can play a vital role in overcoming destructive deviance and in turn fostering the pavement for building a strong corporate brand image. Design/methodology/approach Given the purpose, this study used systematic review of literature to analyze the newspaper articles that reported the cases of deviant behaviors exhibited by employees of “Air India” and were published between 2015 and 2017. Further, this study used document analysis to identify and categorize the various forms of deviant behaviors exhibited by employees of Air India. Findings The current study asserted four chief interventions, namely, talent management strategies, resilience, workplace spirituality and mindfulness to overcome destructive deviance and promote constructive behavior among employees of Air India. Research limitations/implications The present study offers vital implications for organizations to curb the escalating deviant behavior among employees in the hospitality industry. These interventions might lay a significant pavement for fostering positive emotions among employees, which in turn could play a crucial role in enhancing service quality and building a strong brand image. Originality/value Given the mounting cases of deviant behavior among employees, the present study draws attention to the necessity for a shift in the generic organizational strategies and instigates organizations to integrate the study’s strategies to curb deviant behavior and in turn build a strong corporate image.
28
Munawaroh, Munawaroh. "The Impact of Logo Design Towards Customer’s Brand Image Perception: A Research of Logo Shapes And Colors in The Hotel Industry." Journal of Business on Hospitality and Tourism 1, no. 1 (December 28, 2015): 13. http://dx.doi.org/10.22334/jbhost.v1i1.21.
Full textAbstract:
Brand image is how a brand perceived by the customer. The brand image perception shaped by certain attributes of the company that has been delivered through Corporate Visual Identity (CVI). CVI is a visible elements of a brand, often regarded as one aspect that creates company’s image through logo or symbol. The purpose of this research was to determine the significant impact between shapes and colors used in logo design and customers’ brand perception in hotel industry. This research was done with quantitative method where the data was primarily collected through distributing the questionnaires. The data collecting process involves 100 respondents who reside in the Greater Jakarta Area. Multiple regression analysis in SPSS version 21.0 was used to analyze the data. The result of this research showed that both shapes and colors used in the logo have strong impact on how brand image perceived by the customers. Shapes of the logo influence the brand image perception with a percentage of 92.5%, while colors affect the brand image perception with a percentage of 92.4%. Based on the result, it can be concluded that applying certain shapes and colors in the logo design can help hotel industry to enhance the desired brand image and create a strong brand positioning in the market.
29
Fazil Ahmad, Muhamad, Aida Firdaus Muhammad Nurul Azmi, and Shukor Abd Razak. "Branding Image of Zero Food Waste Management Actions for Corporate Reputation Development." International Journal of Engineering & Technology 7, no. 4.34 (December 13, 2018): 48. http://dx.doi.org/10.14419/ijet.v7i4.34.23579.
Full textAbstract:
Food waste is a global issue with environmental, social, and economic consequences. The problem with food waste has become more and more evident during recent years and a reduction of the waste would be one important step towards a more sustainable society. Food waste is a global issue with environmental, social, and economic consequences. As fast food industry strives to develop distinctive identities, deeper understanding about topics such as brand identity, meaning, image, and reputation will enable brand owners to communicate more effectively with stakeholders including shareholders, customers, employers, and others. Many studies have focused on investigating the sources of food waste from households, while very little is known about other outlets such as food plants and restaurants whose services contribute to the food waste amounts. The study was conducted through a literature review and interviews with the actors that included 3 QSR fast food restaurants management and 1 official from AYAMAS Food Corporation Sdn. Bhd. To broaden the scope of the research several supporting frameworks were utilized and aided in the generation of a complete understanding of the thoughts of the actors. The results from the research showed a variety of the actions they have taken to address the issue, and the opportunities and obstacles they see for the management of food waste. However, the environmental, economic, and social dimensions of the issue were acknowledged by the interviewees, being the latter the most relevant one for them, stating the importance of a change in behavior and raising of awareness and consciousness from all people towards the issue.
30
RIUS-ULLDEMOLINS, JOAQUIM. "Barcelona and SEAT, a History of Lost Opportunity: Corporate Marketing, Nation Branding, and Consumer Nationalism in the Automotive Industry." Enterprise & Society 16, no. 4 (August 10, 2015): 811–46. http://dx.doi.org/10.1017/eso.2015.24.
Full textAbstract:
Why is there no SEAT Barcelona? Barcelona is a well-named place brand, but SEAT consciously has disassociated itself from its geographic origins. This seems rather strange decision if one takes into account the increasing importance of the place-of-origin effect in automotive industry. This article describes how SEAT has constructed its Spanish identity and hidden its Catalan-Barcelona origins, and discusses SEAT’s own growing “denationalization” because of the acquisition by Volkswagen Group by using banal nationalism to gain the loyalty of the country’s nationalist consumers and to fashion a corporate image in line with Spain’sMarca España, or national brand. Through this decision, SEAT has lost the opportunity to associate itself withMarca Barcelona, a successful urban brand.
31
Asep Sugiarto and Febby Alpionita. "Rebranding LPP TVRI Melalui Logo Baru." Communicology: Jurnal Ilmu Komunikasi 7, no. 2 (December 27, 2019): 205–21. http://dx.doi.org/10.21009/communicology.012.07.
Full textAbstract:
ABSTRACT
Rebranding process undertaken by LPP TVRI through its creation of new logo has been undisclosed, specifically to millennials. This research aims to perceive the information about the objective, process, and as well to analyze the impact of rebranding process through the new logo. This research utilizes a main concept about rebranding process in accordance to Ahonen, M (2008) which comprises of four stages, namely analyzing, planning, implementation, and evaluation. The method used is descriptive qualitative research. The technique used is intrinsic study case supported by data collection technique by conducting an in-depth interview, observation, and literature study. One key interviewee and four other interviewees are chosen using purposive technique. The result of this research shows that the objective of rebranding of LPP TVRI by creating a new logo is to mobilize the public perception to a positive image of corporate identity. The new logo-rebranding attempt is consisted of four stages, first is analyzing to know the state of affair of the corporate. Second, it takes planning which ensues two strategies. They are re-positioning, which it used to be merely a single platform and turns out it becomes a media that unites the multiplatform, and re-design of TVRI logo with the assistance of DMID brand consultant service. Third, implementation that can be evidenced through a show called New Logo Launching TVRI. Fourth, it ends with evaluation which has not done completely yet. The aftermath of new logo-rebranding process is to create a betterment of TVRI image, escalates the rating and numbers of audience, performance, and public perceptions. The conclusion of this research is the implementation attempted by TVRI by launching a brand-new logo is inefficacious, it hasn’t reached to all levels of population. The suggestion offered by this research is TVRI to directly involve millennials as they are the main targets of the corporate brand acknowledgement. Other than that, corporate is advised to execute a publication strategy through social media with impressive and consistent contents.
Keywords: Rebranding; Image; Logo
32
Gillooly, Leah, Dominic Medway, Gary Warnaby, and Tony Grimes. "The importance of context in understanding football fans’ reactions to corporate stadia naming rights sponsorships." European Journal of Marketing 54, no. 7 (March 5, 2020): 1501–22. http://dx.doi.org/10.1108/ejm-03-2018-0174.
Full textAbstract:
Purpose The purpose of this paper is to explore fans’ reactions to corporate naming rights sponsorship of football club stadia and identify a range of contextual factors impacting these reactions. Design/methodology/approach A qualitative, quasi-ethnographic research design is adopted, focusing on three football clubs in North West England. Data are gathered through online message board discussions, focus groups and auto-ethnographic approaches. Findings Geographic, image and functional dimensions of sponsorship fit are noted as contextual factors in determining fans’ reactions to corporate stadium names. It is also proposed that some forms of fit (in particular geographic fit) are more important than others in this regard. Beyond issues of fit, three additional contextual factors are identified that potentially influence fans’ reactions to corporate stadium names: prior involvement with the club by the sponsor; fans’ perceived impact of the sponsorship investment; and whether the stadium is new or long-established. Research limitations/implications Future research might examine the relative importance and implications of the identified contextual factors, alongside seeking other potential areas of contextual framing. Practical implications Sponsorship naming rights negotiations need to be sensitive to a variety of contextual factors. Furthermore, sponsors would do well to have a good awareness of their own brand image and its congruency with the identity of the club and fan base. Originality/value This nuanced, qualitative analysis extends existing, quantitative-based research by identifying a range of contextual factors which shape fans’ reactions to corporate stadium naming.
33
Wei, Shuai Min, and Oh Gie We. "A Study on the Influence of Brand Identity of Korean Food Companies in China on Purchase Intention - Focusing on the Mediating Effect of Corporate Image, Corporate Awareness, and Brand Loyalty -." Korean Review of Corporation Management 9, no. 2 (June 30, 2018): 149–68. http://dx.doi.org/10.20434/kricm.2018.06.9.2.149.
Full text
34
Olegario, Rowena, and Christopher McKenna. "Introduction: Corporate Reputation in Historical Perspective." Business History Review 87, no. 4 (2013): 643–54. http://dx.doi.org/10.1017/s0007680513001074.
Full textAbstract:
“Corporate reputation” is a term that on the face of it hardly needs explanation. Historians have long used it in an unproblematic fashion to refer to the way a firm is perceived by others. Yet as with many such terms, corporate reputation can be theorized or at least formally defined. Scholars in the fields of marketing and organization increasingly are doing both; since the 1980s they have attempted to distinguish reputation from the related constructs of image, identity, status, legitimacy, celebrity, and brand equity. The project is ongoing, and a strong consensus has not yet been reached on how to define corporate reputation. Charles Fombrun, whose definitions have been perhaps the most widely used, suggests the following: “a collective assessment of a company's attractiveness to a specific group of stakeholders relative to a reference group of companies with which the company competes for resources.” Fombrun's definition contains three core ideas: firms have multiple reputations, depending on which stakeholders are being considered; corporate reputation is a comparative construct, because a firm is always judged in relation to something else—in this case, the firm's competitors; and firms' reputations are a source of competitive advantage or disadvantage.Historians, who for valid intellectual reasons rarely attempt the formal definition of terms, have not participated in the theorizing of corporate reputation. Yet the peculiar skills of historians are much needed; for if the study of corporate reputation has underemphasized the role of institutional phenomena such as rules, norms, processes, and structures, it has all but ignored historical context and historical processes.
35
Bhagwat, Yashoda, Nooshin L. Warren, Joshua T. Beck, and George F. Watson. "Corporate Sociopolitical Activism and Firm Value." Journal of Marketing 84, no. 5 (June 29, 2020): 1–21. http://dx.doi.org/10.1177/0022242920937000.
Full textAbstract:
Stakeholders have long pressured firms to provide societal benefits in addition to generating shareholder wealth. Such benefits have traditionally come in the form of corporate social responsibility. However, many stakeholders now expect firms to demonstrate their values by expressing public support for or opposition to one side of a partisan sociopolitical issue, a phenomenon the authors call “corporate sociopolitical activism” (CSA). Such activities differ from commonly favored corporate social responsibility and have the potential to both strengthen and sever stakeholder relationships, thus making their impact on firm value uncertain. Using signaling and screening theories, the authors analyze 293 CSA events initiated by 149 firms across 39 industries, and find that, on average, CSA elicits an adverse reaction from investors. Investors evaluate CSA as a signal of a firm’s allocation of resources away from profit-oriented objectives and toward a risky activity with uncertain outcomes. The authors further identify two sets of moderators: (1) CSA’s deviation from key stakeholders’ values and brand image and (2) characteristics of CSA’s resource implementation, which affect investor and customer responses. The findings provide new and important implications for marketing theory and practice.
36
Weiger, Caitlin Victoria, Katherine Smith, Amy Y. Hong, and Joanna E. Cohen. "Cigarette Packs With URLs Leading to Tobacco Company Websites: Content Analysis." Journal of Medical Internet Research 22, no. 6 (June 9, 2020): e15160. http://dx.doi.org/10.2196/15160.
Full textAbstract:
Background Tobacco companies include on the packaging of their products URLs directing consumers to websites that contain protobacco messages. Online media tend to be underregulated and provide the industry with an opportunity to present users with protobacco communication. Objective The objective of our study was to document the content of websites that were advertised on tobacco packs in 14 low- and middle-income countries. Methods We purchased tobacco packs from 14 low- and middle-income countries in 2013 and examined them for the presence of URLs. We visited unique URLs on multiple occasions between October 1, 2016 and August 9, 2017. We developed a coding checklist and used it to conduct a content analysis of active corporate websites to identify types of protobacco communication. The coding checklist included the presence of regulatory controls and warnings, engagement strategies, marketing appeals (eg, description of product popularity, luxury/quality, taste), corporate social responsibility programs, and image management. We coded brand websites separately and also described social media and other website types. Results We identified 89 unique URLs, of which 54 were active during the search period. We assessed 26 corporate websites, 21 brand websites, 2 nontobacco websites, and 5 social media pages. We excluded 2 corporate websites and 14 brand websites due to limited accessible content or incomplete content. Corporate social responsibility was discussed on all corporate websites, and marketing appeals were also common. Corporate websites were also more likely to include more nonspecific (12/24, 50%) than specific (7/24, 29%) health warnings. Promotions (6/7, 86%) and sociability appeals (3/7, 43%) were common on brand websites. The small number of social media webpages in our sample used gendered marketing. Conclusions URLs appearing on tobacco packs direct consumers to websites where users are exposed to marketing that highlights the “positive” contributions of tobacco companies on corporate websites, and extensive promotions and marketing appeals on brand websites and social media pages. It is essential that marketing regulations become more comprehensive and ban all protobacco communication, a policy that is in line with articles 5.3 and 13 of the World Health Organization Framework Convention on Tobacco Control. For countries that already ban internet tobacco advertising, enforcement efforts should be strengthened. Tobacco companies’ use of URLs on packs may also be compelling for plain packaging advocacy, where all branding is removed from the pack and large graphic health warning labels are the only communication on the tobacco packaging. Future research should consider including tobacco websites in marketing surveillance.
37
Liu, Yipeng, Christina Öberg, Shlomo Yedidia Tarba, and Yijun Xing. "Brand management in mergers and acquisitions." International Marketing Review 35, no. 5 (September 10, 2018): 710–32. http://dx.doi.org/10.1108/imr-01-2017-0011.
Full textAbstract:
Purpose The purpose of this paper is to focus on emerging market companies that internationalize into advanced economies by means of acquisitions and to investigate brand management during post-acquisition integration from a multi-level perspective and to identify how a brand management strategy can be constructed. It takes into account the influences of country-of-origin image, corporate brand and brand portfolio to obtain a granular view of post-acquisition brand management. Design/methodology/approach A multiple case study approach was adopted. By using case studies and storytelling qualitative research methods, the empirical setting was related to the acquisitions undertaken by Chinese companies in Germany. Findings The authors identified three mechanisms for brand management in the post-acquisition integration of emerging market companies – namely, transferring, dynamically redeploying and categorizing – that underpin the interconnection and combined influence of country-of-origin image at the national level, corporate brand at the organizational level and brand portfolio at the product level. Practical implications Brand has been viewed as a strategic asset in Chinese cross-border mergers and acquisitions (M&As). Brand management is a dynamic process that involves learning and interaction between the acquirer and target. The research offers a practical guideline for both acquirers and targets in managing brand in the context of acquisitions undertaken by emerging market companies in advanced economies. Originality/value The findings provide important insights into the brand management strategies adopted in Chinese cross-border M&As in particular, and emerging market companies venturing into advanced economies in general. The interlinking of country, company and product levels introduces new ideas to the brand literature related to acquisitions, and the setting of Chinese companies acquiring German ones constitutes an important contribution to the understanding of the different ways in which companies from emerging economies may pursue branding strategies in the context of cross-border M&As.
38
Capitello, Roberta, Lara Agnoli, Diego Begalli, and Stefano Codurri. "Social media strategies and corporate brand visibility in the wine industry." EuroMed Journal of Business 9, no. 2 (July 1, 2014): 129–48. http://dx.doi.org/10.1108/emjb-10-2013-0046.
Full textAbstract:
Purpose – The purpose of this paper is to identify and discuss the web-marketing behavioural models adopted in the wine industry using as case studies several leading Italian wineries. It aims to propose a new methodology to evaluate the impact of web marketing strategies on online brand visibility and image. Design/methodology/approach – The paper is based on literature review and case study approach. The study uses six leading Italian wineries as case studies, selected by taking into account six strategic profiles: business size, business management, corporate brand reputation, competitive strategy, marketing orientation and marketing budget. Findings – The proposed structured methodology highlights new key elements that could be implemented in a marketing plan. The research results propose a conceptual three-dimension approach that integrates a business's strategic orientation with its digital-marketing strategy and its social media tactics. It also includes specific evaluation criteria to measure the impact on the business's strategic objectives. Research limitations/implications – The applied research approach should be extended to other business typologies and wine-producing countries to allow the generalisation of results. In addition, the monitoring period should be extended to confirm the reliability of results. Originality/value – The applied methodology can be adopted more broadly, and it underlines managerial implications that can be extended to the rest of the Italian wine industry, as well as to the parts of the wine sector that are dominated by the presence of SMEs.
39
Hysi, Vjollca, and Irma Shyle. "The Image and Perceived Quality of Universities as Important Dimensions for Building University Brand Equity -Case Study Involving Albanian Students." European Journal of Social Sciences Education and Research 3, no. 2 (April 30, 2015): 40. http://dx.doi.org/10.26417/ejser.v3i2.p40-49.
Full textAbstract:
Research has shown that the probability of employment for individuals lacking proper qualification is four times smaller than that of those who possess proper qualification. Qualification helps people to occupy a decent job, that is to say a good paying job, with quality working conditions supplied by social and legal benefits and protection. A higher education degree is an investment in human capital however and in our country, the cost of this investment per individual is relatively high compared to the expected income. Since the investment to have a university degree is a rare purchase and for most students can be the first and last purchase, therefore the choice of university must be carefully evaluated which means that the image and the university's perceived quality can be the main selection criteria by students. Studies about brands, describe the impact of brand image through identification with the customer. This includes personal identification, where customers can identify themselves with some brands and therefore develop a level of fondness towards them. Therefore it can be suggested that people can enrich their image through the image of the brands they buy and use. Therefore, university students, as the most important group of interest are likely to identify their own self with the university they choose. Images of the university as a brand can be used by students to enrich their image, for example, students can begin to call themselves "boy / girl of X University". Andreassen and Lindestad (1998) have found that consumer retention is influenced by the image of corporate and consumer satisfaction. Within the context of a higher education, loyalty fostered by students can be furthered by the students' own perceived image of the university, as the observed quality of the university. This paper will attempt to treat the influence of perceived quality and image of the Albanian universities as the choice of study provided to Albanian students as well as the impact that these dimensions of brand equity impress upon Albanian universities.
40
Passos, Ana Rita, Bruno Sousa, and António Azevedo. "Brand management and internationalization: A case study in the sports equipment industry." Tékhne 16, no. 2 (December 17, 2018): 19–27. http://dx.doi.org/10.2478/tekhne-2019-0009.
Full textAbstract:
Abstract Internationalization is a strategy increasingly used by companies. Firms in emerging markets are tardy regarding innovativeness and international orientation. Over the years, internationalization has proved to be a crucial strategy to increase sales and improve corporate performance in an increasingly globalized world. Global markets offer new business and innovation opportunities, and it is therefore likely that companies will shift their focus from domestic to international markets. The internationalization process has been intensively studied and can lead to the exploration of new markets, which often implies the creation of new brands. In this context, brand management is one of the aspects on which many researchers have dedicated attention. The study of the brand requires attention to several kinds of concepts, no less important (e.g., image, notoriety or identity). Recently, there have been new approaches and new contributions in this regard. Through an interdisciplinary perspective, the present study aims to analyse and to understand the process of internationalization and brand management in business contexts (i.e., sports contexts). Specifically, the study focuses on Berg Outdoor, a brand that has as core business articles for outdoor practices (i.e., textiles, footwear or equipment). In-depth semi-structured interviews were conducted with company directors (February 2018) in a qualitative perspective. This paper will attempt to present management development in a brand attachment perspective. Some limitations and the next steps of investigation will be discussed.
41
Іванова, Зоя Олегівна. "КОРПОРАТИВНА СОЦІАЛЬНА ВІДПОВІДАЛЬНІСТЬ ЯК СТРАТЕГІЧНИЙ ПОКАЗНИК ЛОЯЛЬНОСТІ СПОЖИВАЧІВ У НАЦІОНАЛЬНІЙ ЕКОНОМІЦІ." Bulletin of the Kyiv National University of Technologies and Design. Series: Economic sciences 137, no. 4 (December 5, 2019): 22–28. http://dx.doi.org/10.30857/2413-0117.2019.4.2.
Full textAbstract:
The article provides insights into the concept of corporate social responsibility. The key factors and incentives that encourage entrepreneurs to undertake activities to enhance the level of corporate social responsibility have been identified. The study discusses the key advantages of corporate social responsibility which contribute to the increase in financial performance, enhance company reputation and consumer loyalty, increase sales, reduce staff turnover and foster motivation in the workplace. The relevance of the research is underpinned by the need to substantiate the following aspects: a loyal customer is a consistent source of revenue over the years, based on the customer’s priority choice of a certain company and its affection to a brand; loyalty is an indicator to be statistically processed, thus requiring more active use of mathematical tools to analyze repurchases and the factors that shape buying preferences in favor of a particular company, since there is always profound data analysis on customer loyalty behind the process of building any concept, which effectiveness evaluation is often being questioned. Traditionally, loyalty is understood as consumer satisfaction which is from our perspective a mistake. The difference between satisfaction and loyalty provoked some contradictory interpretations by some of the authors. Given the above, the article explores the existing loyalty definitions which by their nature cover various aspects of the concept. The findings reveal that loyalty can manifest itself at different levels: at the level of the environment; at the level of behavior; at the level of ability; at the level of belief; at the level of values and at the identity level. It has been reasoned that within the context of the national economy, loyalty as a strategic indicator is achieved if a number of conditions are met, i.e.: a consumer should perceive a strong advantage of a certain brand against other competitors; have a desire to repurchase and continue to buy goods of a particular company; the consumer should have a sense of satisfaction with a certain brand. Thus, corporate social responsibility, as an indicator of loyalty, envisages long-term and mutually beneficial relationships between a company and a client which contribute to improving the company's image.
42
Velez-Ocampo, Juan, and Maria Alejandra Gonzalez-Perez. "Analyzing foreign expansion and corporate reputation: review and future research agenda." Cross Cultural & Strategic Management 26, no. 4 (December 5, 2019): 586–608. http://dx.doi.org/10.1108/ccsm-06-2019-0110.
Full textAbstract:
Purpose The purpose of this paper is to review the literature on corporate reputation and internationalization to identify key research theories, contexts, characteristics, methodologies, applications, limitations and opportunities for future research on the interlinks between these two complex constructs. Design/methodology/approach Elements of systematic literature review and bibliometric analysis were used to analyze theories, contexts, characteristics, methodologies and opportunities for future research based on 90 articles published in 50 journals over 27 years. Findings The findings suggest that this is a contemporary yet expanding research field explored from a variety of theoretical, methodological and empirical standpoints, which hinders broad conclusions and warrants further research. More specifically, this paper identifies three broad research streams that link international expansion and corporate reputation and suggests avenues for future studies: cross-national institutions, strategic decisions and corporate reputation; international marketing, consumers and brand credibility; and corporate image, international trade and investment flows. Originality/value Reputation and internationalization are constructs with multiple applications and interpretations. The way companies build, maintain and extend their reputation and legitimacy, and the drivers, motives and difficulties faced by them when expanding operations internationally have been widely studied separately. This manuscript reviews the nascent and promising linkage between these two elements that have recently drawn the attention of business practitioners and scholars alike.
43
Dang, Van Thac, Ninh Nguyen, and Jianming Wang. "Consumers' perceptions and responses towards online retailers' CSR." International Journal of Retail & Distribution Management 48, no. 12 (July 11, 2020): 1277–99. http://dx.doi.org/10.1108/ijrdm-10-2019-0339.
Full textAbstract:
PurposeAnchored on social trust theory, social identity theory and signalling theory, this study investigates the process of how consumers respond to online retailers' corporate social responsibility (CSR).Design/methodology/approachFollowing the hypo-deductive research design, a unique model was developed to link online retailers' CSR with consumer purchase intention through brand identification and word of mouth (WOM). This model was subsequently tested and validated by conducting an online survey to 239 customers of a major online retailer in China, that is, JD.com.FindingsAnalysis using structural equation modelling demonstrates that online retailers' CSR is positively associated with consumer purchase intention, and brand identification positively mediates such an association. In addition, WOM exhibits a mediating effect on the relationship between perceived online retailers' CSR and consumer purchase intention and between brand identification and consumer purchase intention.Practical implicationsOnline retailers must endeavour to employ CSR as a strategy to enhance consumer purchase intention and behaviour. Moreover, they should develop communication programmes that highlight their engagement in CSR activities to improve their brand image and facilitate consumers' positive WOM.Originality/valueTo the best of the researchers' knowledge, this study is the first to examine the mediating roles of brand identification and WOM in the relationship between online retailers' CSR and customer purchase intention. Furthermore, this study extends current knowledge about online retailers' CSR and its potential impact in emerging economies by focussing on the context of China.
44
Roşca, Vlad I. "Costs a pretty penny: how household income impacts upon motorization in Europe and raises manufacturer branding challenges." Proceedings of the International Conference on Business Excellence 13, no. 1 (May 1, 2019): 759–71. http://dx.doi.org/10.2478/picbe-2019-0067.
Full textAbstract:
Abstract This research starts from the findings of a previous study (Roșca, 2018) and intends to develop the preceding statistical model through testing new and more elaborated hypotheses based on the recommendations for future research made in the aforementioned work. The current paper tests demographic and transportation related variables for a multiple regression carried out at a confidence level of 95%. Regression results show a valid relationship between motorization and the selected regressors. Findings further reveal that motorization rates are most strongly influenced by the gross disposable income of households per capita (H4, β = 0.010, p = 0.000). Given that three of the demographic and transportation related research hypotheses have not been supported (age, overcrowding, fatalities), it might be argued that motorization should be looked upon more as a market(ing) feat rather than as a social or psychological fact. Car manufacturers should invest more in branding and in market segmentation in order to address the right target groups and properly position themselves with the customers. Branding, hence, becomes important as it creates an emotional connection between the corporate identity of the producers and the image that customers share about it. The closer the brand identity is to the brand image, the more of an impact the brand will have upon customers to spend part of their gross disposable income for car purchases. Starting from the main finding, this article also claims that future research needs to insist more upon the economic determinants of motorization (e.g. inflation, poverty rate, available resources, unemployment rate, interest rate etc.) and to determine their influence on brand preference and car ownership. At the same time, some other demographic variables such as age or generation could be double-checked, as researches provide shattered views upon their role: while some hold them as influential, others subjugate them to the economic determinants.
45
Spodarczyk, Edyta. "An attempt to determine the determinants of an effective impact of corporate social responsibility on consumer behaviour. A pilot study report." Management 23, no. 2 (December 1, 2019): 64–79. http://dx.doi.org/10.2478/manment-2019-0019.
Full textAbstract:
Abstract It is assumed that the idea of corporate social responsibility implemented by an enterprise will be appreciated by consumers. Consumers will be more willing to choose offers and support initiatives of socially responsible companies. Social responsibility, as a distinguishing mark used in positioning an enterprise (brand), also aims to contribute to building the loyalty of consumers who will be characterised, among others, by lower price sensitivity, and in their purchasing decisions they will be guided by the company’s positive image. The above assumptions are partly correct. According to numerous studies, consumers favour socially responsible companies. They declare positive attitudes towards such enterprises and their good practices. The problem is that consumer activity in supporting responsible companies is often limited to declarations. The fact that the costs of social responsibility, as manifested in a higher price, are mainly to be borne by consumers is not emphasised. It turns out that good practices accompanying the offer (brand) are not always an important selection criterion for the consumer. The purpose of the article is to attempt to define determinants of an effective impact of corporate social responsibility on consumer behaviour. By an effective impact, the author understands that corporate social responsibility is an important criterion for the choice of an offer by the consumer. The article presents a review of selected studies on the impact of social responsibility on consumer behaviour. The empirical part describes a pilot study in which an attempt was made to identify the reasons for the lack of an effective impact of social responsibility on consumer behaviour. Respondents’ opinions on measures to increase the effectiveness of the impact of social responsibility on consumer behaviour were also obtained.
46
Anh, Nguyễn Văn, and Thảo Thị Phương Nguyễn. "The relationship of corporate social responsibility to customer loyalty - A study in Vietnam market." Science & Technology Development Journal - Economics - Law and Management 5, no. 1 (February 9, 2021): first. http://dx.doi.org/10.32508/stdjelm.v5i1.723.
Full textAbstract:
In recent years, consumers are increasingly interested in corporate social responsibility activities for the community. Many companies have begun to focus on CSR activities as it can contribute to improving the company's image in customer's perception. In Vietnam, although there are also some studies about CSR, the quantity is limited and there are certain limitations. Therefore, this study aims to evaluate the relationship between CSR activities and customer loyalty through trust, customer company identify, and satisfaction. With the data being collected by survey questionnaires, the authors test the model and research hypotheses by using PLS-SEM techniques. The results show that CSR activities have a positive impact on customer loyalty through factors of trust, customer company identify, and customer satisfaction. This study helps business managers to develop effective policies and to have a new perspective on CSR activities as well as its values. In addition, the positive outlook of the customers on the business will bring many benefits, contributing to improving the brand value and reputation, enhancing competitive advantages towards sustainable development.
47
Savchenko, N., L. Sulimenko, and R. Savchenko. "The role of the brand in the enterprise sustainable development." Scientific Horizons 93, no. 8 (2020): 31–38. http://dx.doi.org/10.33249/2663-2144-2020-93-8-31-38.
Full textAbstract:
In today's competitive environment, the brand is one of the main prerequisites for effective development of the enterprise, allows to ensure the fulfillment of social obligations to employees and society, identify products or enterprises, acts as a guarantor of product quality, forms a positive image of the business entity. This necessitates the study of theoretical and practical experience of the possibilities of using the brand to increase the competitiveness of the business entity. Another factor that determines the relevance of this study is the limited practical experience in brand management by domestic companies in the globalization of the economy. The goal of the research is to establish the role of branding in improving the efficiency of domestic enterprises. The key tasks include: outlining the characteristics of the enterprise sustainable development; determining the degree of the brand influence on the business entity effectiveness; consideration of the order of interrelation between branding and social responsibility in modern conditions of competition; proving the importance of brand identity, by detailed coordination of personalization. The research methods were: monographic, comparison, analysis and graphic. It is determined that the main prerequisite for sustainable development of domestic enterprises in the context of economic globalization, limited resources, technology development is the process of brand management. The brand will be one of the main competitive advantages of businesses in the future. Priority will be given to the demand, simplicity and "humanity" of the brand, rather than technology. It has been proven that in order to protect the reputation of its brand, a business must recognize that its success requires a holistic approach to promoting its product or service, including greater social responsibility. A company's reputation and corporate affiliation often affect an entity's ability to operate outside the country or to influence consumer behavior. Prospects for further research in this area are the application of a holistic approach to branding: from brand development to the implementation of marketing programs. It is advisable to study the impact of internal and external environment on the effectiveness of the brand.
48
Aprillia Tiansih Sulistio. "PENERAPAN CORPORATE SOCIAL RESPONSIBILITY (CSR) PT. FARINDA BERSAUDARA DI DESA JAMBUK KECAMATAN BONGAN KABUPATEN KUTAI BARAT." JURNAL AGRIMENT 5, no. 01 (June 1, 2020): 30–35. http://dx.doi.org/10.51967/jurnalagriment.v5i01.288.
Full textAbstract:
This research is motivated by the implementation of corporate social responsibility (CSR) for companies to society and the benefits of implementing CSR for the community. Corporate social responsibility (CSR) in a nutshell can be defined as corporate social responsibility to its stakeholders. Companies that implement CSR will benefit, namely maintaining and boosting the reputation and brand image of the company, can improve relations with stakeholders, improve relations with the government, increase employee morale and productivity and get the opportunity to get awards. The company cannot release its responsibility for both the environment and the surrounding community. If the company still wants sustainability, it must pay attention to both the community and the environment.
The purpose of this research is to identify the implementation of CSR by PT. Farinda Bersaudara and identification of benefits received by the community from social, economic and environmental aspects by PT. Farinda Bersaudara. The results of this study indicate that the community's assessment of the company regarding the CSR program on average from the total score of the respondents' answers is 83.44, meaning that most respondents stated that the implementation of CSR at PT. Farinda brothers are good. CSR implementation at PT. Farinda Bersaudara only covers 1 aspect, namely social aspects, for example, such as financial assistance for the 17 August event, religious holidays and also the company providing assistance in the form of buses for school children around the company
49
Bien, Shoujen, Min Wei Hsu, Janson Tsai, and Tsaiyun Lo. "A Successful Service Innovation Model for Shortening the Design Process." Advanced Materials Research 834-836 (October 2013): 1678–81. http://dx.doi.org/10.4028/www.scientific.net/amr.834-836.1678.
Full textAbstract:
A brand company always comes a well-design corporate identity system (CIS) which preserve its management qualities with outcome products, packages, details, related people behaviors, all interaction etc. At present, Taiwans cultural creative industries play a very important role in constructing the soft collective infrastructure. This project try to prove the tailor-made model which a well design package system concerned new CIS will enhance good impression to wide consumers especially for small food and bakery industries. Research methods are selected both focus group and content analysis qualitatively gather experts opinions, quantitatively coding the key words. To accumulate form images related knowledge. The result can be applied to some Taiwan small business on Shorten design process for developing their products and commercial packages.
50
Pratihari, Suvendu Kumar, and Shigufta Hena Uzma. "A survey on bankers’ perception of corporate social responsibility in India." Social Responsibility Journal 16, no. 2 (April 27, 2019): 225–53. http://dx.doi.org/10.1108/srj-11-2016-0198.
Full textAbstract:
PurposeThe purpose of this paper is to understand the perception of the bankers towards an integrated approach to corporate social responsibility (CSR) initiatives in a strategic way of achieving sustainable growth of the banking sector. The paper additionally provides insights into different CSR initiatives and their implementation process in the context of scheduled commercial banks (SCB) of India.Design/methodology/approachThe study is exploratory and endorses the qualitative approach of primary research methodology by adopting a non-random stratified sampling method. The localist approach of the face-to-face interview has been applied to collect the data from 26 elite class respondents from 13 SCBs. The interview method was semi-structured and open-ended. The conformity, trustworthiness, credibility, transferability, dependability test of the study have ensured the quality of the data.FindingsThe study reveals that the bankers perceive CSR as a moral obligation for the benefit of the society, beyond the regular banking operations. Further, the study comprehends that the CSR initiatives play a vital role in establishing the bank's image, brand and reputation, as well as, building a strong bond of trust among the employees and the bank management. Besides, CSR activities facilitate to cultivate a better culture by improvising in the quality of customer service for achieving competitive advantages.Research limitations/implicationsThe findings of the study represent a significant contribution to CSR theory from the interface of banking and society. Significantly, the results confirm that CSR initiatives play a vital role in building trust and minimise the gap between the employees and the management of the bank. The banks can increase its acceptance in the society and achieve competitive advantage by integrating CSR objectives with the business objectives to strengthen the corporate personality and brand.Practical implicationsThe study will help practitioners to develop the social identity of their firm to achieve competitive advantages in long-run. The bankers can channelise their limited resources while planning, designing and the implementation of different CSR activities with the overall goal of the bank in a cost-effective way. The study is confined only to public and private SCBs and limited to the geographical scope of one state in India. Therefore, further exploration may be carried out by considering other banks and geographic regions in India and different cross-cultural settings.Originality/valueThe originality of the study lies with the in-depth analysis and quality check of the data. The results can contribute significant value to the qualitative method of conducting research.