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Gammoh, Bashar S., Anthony C. Koh, and Sam C. Okoroafo. "Positioning strategies of high-tech products: cross-cultural moderating effects of ethnocentrism and cultural openness." Journal of Product & Brand Management 29, no. 3 (October 3, 2019): 369–85. http://dx.doi.org/10.1108/jpbm-10-2018-2048.
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Purpose This study aims to extend current research efforts by utilizing the institutional theory to propose cross-cultural-based asymmetrical moderating effects of ethnocentrism and cultural openness on the effectiveness of global, foreign and local consumer culture brand positioning strategies of high-tech products. Design/methodology/approach This study used an experimental design in the USA (developed country) and India (developing country). Print advertisements across the two countries were used to explore the proposed moderating effects of ethnocentrism and cultural openness on consumer brand evaluations of a high-tech product under the three different consumer culture brand positioning strategies. Findings Overall, this study provided empirical evidence in support of the proposed cross-cultural asymmetrical effects. The study findings indicate that consumer ethnocentrism seems to be more important in influencing a subject’s brand evaluations across the positioning strategies in a developed country like the USA, while consumer cultural openness will be more important in influencing a subject’s brand evaluations across the positioning strategies in a developing country like India. Originality/value Despite existing research efforts on the potential benefits of positioning brands using global, foreign or local consumer cultures, there is a lack of empirical evidence regarding the effectiveness of these positioning strategies across different cultures. Theoretically, this research draws on the institutional theory to investigate the asymmetrical cross-cultural moderating effects of ethnocentrism and cultural openness on the effectiveness of the three-consumer culture brand positioning strategies. Managerially, this study provides empirically based suggestions for brand managers attempting to position their brands with different segments of consumers while highlighting the importance of cultural differences between developed and developing markets.
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Gammoh, Bashar S., Anthony C. Koh, and Sam C. Okoroafo. "Consumer culture brand positioning strategies: an experimental investigation." Journal of Product & Brand Management 20, no. 1 (March 1, 2011): 48–57. http://dx.doi.org/10.1108/10610421111108012.
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PurposeThe purpose of this paper is to examine the impact of global consumer culture positioning (GCCP) in comparison to local consumer culture positioning (LCCP) strategies on consumer evaluations of a new unknown brand.Design/methodology/approachUsing an experimental method in the USA and India, the paper examines if the use of such positioning strategies in a print advertisement stimuli influence consumer evaluations of a fictitious brand.FindingsThe results support the effectiveness of such strategies as demonstrated by overall improvement in subjects' attitudinal evaluations of the fictitious brand when GCCP is used relative to the use of LCCP. Furthermore, our results show a moderation effect for subjects' level of belief in global citizenship on the effectiveness of the GCCP strategy. These results were observed across the two samples.Research limitations/implicationsThis study provides valuable managerial insights into the potential value of GCCP strategy and offers specific strategic positioning guides to brand managers competing in the global marketplace.Originality/valueWith the emergence of global market segments, it is important to assist brand managers seeking to strengthen their brand's equity in a competitive global marketplace. This paper contributes to the literature on international brand positioning by empirically investigating the usefulness of GCCP as a strategic positioning guide for global marketing managers.
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Urde, Mats, and Christian Koch. "Market and brand-oriented schools of positioning." Journal of Product & Brand Management 23, no. 7 (November 11, 2014): 478–90. http://dx.doi.org/10.1108/jpbm-11-2013-0445.
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Purpose – The purpose of this paper is to revise the concept of positioning to differentiate between fundamental approaches to it and chart a scheme of schools of positioning. Design/methodology/approach – An extensive literature review traces the roots and evolution of the concept. Two approaches to positioning are explored and related to the paradigms of market and brand orientation. Based on current theory and practice, different schools of positioning are identified and categorized along a market- and brand-orientation spectrum. Metaphors differentiate schools of positioning, illustrated by case examples. Findings – Positioning is a key concept in marketing, branding and strategy. However, its theoretical and practical usefulness is in peril due to its many meanings, applications and overall vagueness. There is a need for a theoretical overview of positioning, which the literature currently lacks. Two approaches to define a brand’s position are identified and introduced: market- and brand-oriented positioning. Five principal schools of positioning show how these are different and why differentiating between them matters. The choice of school implies the market- and/or brand-oriented approach to positioning. Research limitations/implications – Further empirical case-based research might investigate when, what and how different positioning schools are applied in practice. The brief cases in this paper indicate a dynamic over time regarding the applications of the brand- and market-oriented school of positioning. An in-depth theoretical and practical investigation of the dynamics of positions would be of value for the research field. Practical implications – The distinction among different schools of thought helps bridge the gap between the theory and practice of positioning. A specific positioning objective can guide management in the selection of a particular school of positioning, which enables management to make more insightful conscious choices regarding its opportunities, limitations and consequences. Social implications – Position and positioning is of relevance in society in broad terms, e.g. in sports, politics and culture. Positioning strategy is discussed and implemented in different industries (business-to-business and consumer), for all kinds of brands (including, for instance, corporate brands) and for “brands” in the very widest sense (such as places or people). Originality/value – This paper relates positioning to the fundamental discussion of brand and market orientation. It integrates positioning research and provides a structured overview of the concept.
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Lee, Chol, and Gyoung-Gyu Choi. "Effects of Global Consumer Culture Positioning versus Local Consumer Culture Positioning in TV Advertisements on Consumers’ Brand Evaluation and Attitude toward Brand." Journal of Korea Trade 23, no. 8 (December 31, 2019): 89–109. http://dx.doi.org/10.35611/jkt.2019.23.8.89.
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Meese, Katherine A., Thomas L. Powers, Andrew N. Garman, Seongwon Choi, and S. Robert Hernandez. "Country-of-origin and brand positioning for health care services." International Journal of Pharmaceutical and Healthcare Marketing 13, no. 2 (June 3, 2019): 183–99. http://dx.doi.org/10.1108/ijphm-03-2018-0019.
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PurposeThe purpose of this paper is to examine the relationship between country-of-origin (COO) and brand positioning in the context of the high-involvement service of health care. This paper compares and analyzes different positioning strategies used in Europe, North America and the Middle East.Design/methodology/approachThis paper uses content analysis of promotional materials for a sample of 168 health-care organizations located in 14 countries to identify brand positioning strategies used, such as foreign, local and global consumer culture positioning. A chi-square analysis and post hoc testing is used to examine how positioning strategies differ among regions.FindingsThe findings indicate that European and Middle Eastern health-care organizations most frequently use foreign consumer culture positioning, while North American institutions tend to use global consumer culture positioning. The findings indicate that health-care organizations in countries with a better reputation for care use different positioning strategies than in countries with a lesser reputation for quality care.Practical implicationsThe findings are of value to international advertising and marketing professionals and hospitals seeking to attract patients globally in a competitive marketplace. Hospitals must consider their positioning relative to both domestic and international competitors and the COO of their target audience.Originality/valueCOO is important in high-involvement service industries because consumers lack the information needed to evaluate service quality. Consumers may rely on COO and brand positioning signals more heavily relative to goods or low-involvement services. However, little prior research exists examining COO effects and brand positioning for high involvement services and for health care specifically. This paper makes a unique contribution by filling this gap.
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Rajagopal. "Branding paradigm for the bottom of the pyramid markets." Measuring Business Excellence 13, no. 4 (November 13, 2009): 58–68. http://dx.doi.org/10.1108/13683040911006792.
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PurposeThis paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering the personality traits, image, technology and reputation of firms associated with the brands.Design/methodology/approachReviewing the previous research studies, the paper advocates new strategies for enhancing the performance of global brands in BoP market segments, improving brand‐positioning approaches, measuring brand performance and consumer value, evaluating brand attributes, and underlining brand dynamics in the competitive marketplace.FindingsThe study argues that the performance of global brands in low‐profile consumer market segments is constrained by high transaction costs and coordination problems along the brand promotions, consumption and consumer value chain. Hence, firms looking towards managing brands in BoP market segments need to reduce brand costs by increasing the volume of sales and augmenting consumer value. Brands of BoP market segments are socially and culturally embedded. They are co‐created by consumers and firms, and positioned with the influence of brand equity of the premium market. Unlike traditional brands, BoP brands may be sufficiently malleable to support brand interpretations in the rural and suburban consumer segments.Research limitations/implicationsAcquired brands need to be merged into the existing structure, especially where these brands occupy market positions similar to those of existing brands. A balance needs to be maintained between the brand name and its equity. Managers should keep themselves better informed about consumer needs, market changes and company initiatives, thereby enabling staff to help consumers to improve service quality, which in turn can improve market positioning.Practical implicationsIn today's rapidly changing product markets, a firm needs to focus on a limited number of strategic brands in international markets in order to consolidate and strengthen its position and enhance brand power. The paper offers new business strategies to managers on brand positioning and targeting in suburban and rural markets with convenience packaging, pricing and psychodynamics.Originality/valueNew initiatives to manage global brands in BoP markets comprising suburban and rural markets that need to be implemented in the existing organizational culture are discussed.
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Lysonski, Steven. "Receptivity of young Chinese to American and global brands: psychological underpinnings." Journal of Consumer Marketing 31, no. 4 (June 3, 2014): 250–62. http://dx.doi.org/10.1108/jcm-01-2014-0842.
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Purpose – The purpose of this paper was to examine psychological variables of young Chinese to determine their impact on identification with global consumer culture, attitudes toward global and USA brands and intention to buy USA brands. The independent or psychological variables examined were self-monitoring, life satisfaction, brand relevance, social demonstration effect, change-seeking behavior and reference groups (interacted and non-interacted). The goal was to understand what forces drive global and USA brand preferences. Design/methodology/approach – Data were collected in Guangzhou, China, in 2013 through a survey administered to 152 young Chinese respondents. Confirmatory factor analysis and reliability coefficients verified the psychometrics of each scale. Subsequently, the sample was divided into high versus low groups for each of the independent variables to perform mean tests for each on each of the four dependent variables. Findings – The results showed that all the hypotheses were supported to some extent. The sample had a positive attitude toward all the dependent measures: identification with global consumer culture, global and USA brands and intention to buy USA brands. Self-monitoring and change-seeking behavior had the least association with the dependent variables. Brand relevance, social demonstration effect and interactive and non-interactive reference groups were all found to have strong support. Research limitations/implications – The authors used an urban sample of young Chinese. Examining an older sample or one that was less urban would also be useful. Future research could also examine other emerging markets such as Brazil or Indonesia to identify the impact of the psychological variables. Practical implications – Multinational firms wishing to grow revenues of their USA and global brands in China must be attuned to the social aspects of positioning their brands. The implications show that brand relevance, social demonstration and reference groups can be used for positioning of global and USA brands. As China is a collectivist society, using appeals that establish a brand’s desirability or relevance and its ability to allow users to socially demonstrate the brand to reference groups is likely to work well. Originality/value – No study has assembled the variables in the manner investigated in this research, nor have other studies looked at young Chinese in terms of USA brand attitudes and identification with global consumer culture.
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Galli, Federica, Carl Boger, and D. Taylor. "Rethinking Luxury for Segmentation and Brand Strategy: The Semiotic Square and Identity Prism Model for Fine Wines." Beverages 5, no. 1 (March 19, 2019): 26. http://dx.doi.org/10.3390/beverages5010026.
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Positioning a fine wine is a complex marketing operation which tends to focus on product characteristics and tends to ignore the consumer–brand relationship. As for other luxury products, fine wine consumers are a heterogeneous group which can be broken down into clearly distinctive and often antithetical subgroups. This conceptual paper proposes a different approach to defining fine wine consumers and the brand–consumer interaction. The Aristotle-inspired semiotic square model and Kapferer’s brand identity prism were coupled to identify not only fine wine consumer groups but also with which brand characteristics they mainly interact. While the semiotic square model identifies 6 distinct groups of fine wine consumers—enthusiasts, experts, connoisseurs, drinker, novice, event goers—the brand identity prism recognizes 6 constructs—physique (material), personality, culture, relationship, reflection and self-image. Pairing the consumer’s semiotic square and the brand’s identity prism could help brands to bridge the gap between the actual consumer subgroups and the ideal target consumers to better understand their customer base, to correctly position their brand, and to create an inclusive marketing strategy. This article is the first to apply the semiotic square/brand identity prism model within the context of the fine wine industry, as most positioning literature tends to focus on involvement or on the label itself.
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Jin, Chen Yi, and Rong Rong Cui. "Research on the Development of Clothing Brand Position under the Modern Consumer Culture." Advanced Materials Research 282-283 (July 2011): 261–66. http://dx.doi.org/10.4028/www.scientific.net/amr.282-283.261.
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For the vague positioning of the domestic clothing brand at present and the growing homogenization of products, this article analyzed the features of the modern consumer culture, pointed out the existing problems to the clothing brand development, and introduced a correct countermeasure to guide the market. The author tries to find a developing way to the clothing brand and provide an idea for the marketing strategies for the Chinese clothing enterprises and for the plan of development.
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Mandler, Timo. "Beyond reach: an extended model of global brand effects." International Marketing Review 36, no. 5 (September 9, 2019): 647–74. http://dx.doi.org/10.1108/imr-01-2018-0032.
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Purpose Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by suggesting an extended conceptualization of PBG, and empirically testing a corresponding extended model of global brand effects, relative to the conventional operationalization. Design/methodology/approach An empirical study (n=907) involving 63 brands across eight different product categories provides new insights into the composition of global brand effects by explicitly discriminating between different facets of consumers’ brand globalness perceptions (i.e. perceived market reach (PMR), perceived standardization (PST) and global consumer culture positioning (GCCP)). Findings The results clearly show that effects associated with global brands are not exclusively positive. While PMR and GCCP have positive effects on consumers’ brand evaluations and attitudes, PST has a strong negative effect on the same outcomes. These effects apply to both domestic and foreign global brands and occur irrespective of the perceived level of risk associated with a given product category. Originality/value The results provide managers a clearer picture of the up- and downsides of brand globalness perceptions and urge future studies on global brands to incorporate constructs that account for facets beyond a brand’s market reach to capture the phenomenon holistically.
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Tsai, Tsai-Hsuan, Alice M. K. Wong, Hsiu-Feng Lee, and Kevin C. Tseng. "The Influence of Brand Image on Brand Extension Evaluation: Design of the Living Intention Service Model and Brand Positioning of a Retirement Community." Sustainability 12, no. 18 (September 11, 2020): 7478. http://dx.doi.org/10.3390/su12187478.
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The proportion of the elderly in Taiwan’s population has been increasing in recent years. In the context of ageing and a low birth rate, retirement care for the elderly has become a serious challenge but remains underresearched. Choosing a retirement community that meets the needs of the elderly by considering their health and leisure activities and providing housing has become an important ageing-related topic. Therefore, this study aims to investigate whether the living intention of the elderly when choosing a retirement community is affected by brand attachment, high partner quality, brand trust and commitment, and brand self-congruence. A living intention service model is proposed and an empirical study is conducted with 101 random residents of Chang Gung Health and Culture Village (CGHCV) to measure the constructs proposed in the model. The results show that self-congruence and partner quality did not have a significant impact on the elderly’s brand trust and commitment, likely because when choosing their last residence, unlike when buying general consumer products, the elderly attach more importance to healthcare brands, which in turn affects their living intention.
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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.
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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).
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Husain, Saima, Kanza Naheed, and Mahrukh Isa. "Veet: facing a cultural challenge in Pakistan." Emerald Emerging Markets Case Studies 6, no. 2 (June 10, 2016): 1–16. http://dx.doi.org/10.1108/eemcs-01-2013-0005.
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Subject area This case has been written after extensive field research. It is designed specifically for the International Marketing course. However, it can be used in Brand Management, Consumer Behavior and Marketing Management courses as well. Study level/applicability Final-year BBA students or first-year MBA students. Case overview Although introduced in Pakistan in 1999, Veet, a personal hygiene brand, has failed to realize its potential even after a decade. Pakistan is a conservative society and women feel embarrassed buying hair-removing creams. Humayun Farooq, the new brand manager, is at a crossroad; he believes in giving the brand a bold take-off by using fashion as a platform, whereas both top management and his assistant brand manager are skeptical of his proposition, as they see it as risky. His decision is critical, as there is pressure to strike a balance between global standardization and local cultural norms. Expected learning outcomes The students will be able to: understand how global brands need to conceptualize and implement local brand strategies, given the different market challenges; and apply key theoretical concepts in International Marketing such as cultural product adaptation. Supplementary materials Instructors must ask the students to study the following before discussing the case in class. For the on-air 2009 advertisement of Veet in Pakistan, visit: www.youtube.com/watch?v=8Va9bA-ebqE. Although the case sheds light on the relevant Pakistani cultural and religious norms, students may further research and study the Pakistani culture. Nijssen, E.J. and Douglas, S.P. (2011). “World World-mindedness and attitudes toward product positioning in advertising: an examination of global versus foreign versus local positioning”, Journal of International Marketing, Vol. 19 No. 3, pp. 113-133. Shivkumar, H. (2006), Managing global brand advertising, World Advertising Research Centre. Subject code CSS 8: Marketing
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Sahni, Gaurav, and Prakash Hemraj Karmadkar. "Cross Element Evaluation of Insurance Product’S Brand Positioning, Cultural Elements and Client Decision Dilemmas." Journal of Advances and Scholarly Researches in Allied Education 15, no. 4 (June 1, 2018): 263–66. http://dx.doi.org/10.29070/15/57936.
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Bookman, Sonia. "Urban brands, culture and social division: Creativity, tension and differentiation among middle class consumers." Journal of Consumer Culture 14, no. 3 (May 21, 2013): 324–42. http://dx.doi.org/10.1177/1469540513488404.
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This article considers the relationship between urban brands, consumption and socio-spatial division in the city, drawing on recent theoretical developments in the sociology of brands and empirical material from a study of the Exchange District in the city of Winnipeg, Canada. Focusing on the theme of creativity, the article uses interview data to examine how middle class residents, workers and visitors engage with the creative possibilities and cultural consumption the Exchange District brand offers. At stake in this process is not only the surfacing of a particular kind of creative culture and neighborhood, but also the performance and positioning of middle class identities. In this process, creativity is elaborated in contradictory and often unintended ways. Parallel to existing work on authenticity and class, the article argues that different notions and practices of creativity are bound up with tensions between moral and cultural boundaries, constituting horizontal divisions between the middle classes who inhabit this urban space.
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Gao, Hongzhi, Mary Tate, Hongxia Zhang, Shijiao Chen, and Bing Liang. "Social Media Ties Strategy in International Branding: An Application of Resource-Based Theory." Journal of International Marketing 26, no. 3 (September 2018): 45–69. http://dx.doi.org/10.1509/jim.17.0014.
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Despite the prominence of social media (SM) in global branding, no prior studies have evaluated an international brand's strategy of establishing market-based relational ties with SM users in local markets. This study draws from the resource-based theory to conceptualize SM ties as latent relational resources and evaluate an international brand's SM ties strategy on the basis of three resource attributes: value, inimitability, and rarity. Whereas value is the initial basis for a relational resource in SM, inimitability and rarity are the foci of an international brand's strategy in local SM networks. The authors interviewed brand managers and SM users in China and New Zealand and conducted direct observations on brands’ SM sites. They develop two theoretical frameworks (one initial; one advanced) to offer insights into the development of brand–user ties as a relational resource in the context of an international brand's global or foreign consumer culture positioning in a host-country market. The authors conclude that combined incentives offered in SM must be tailored to the type of brand–user tie.
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Roy, Shaunak, and Shivaji Banerjee. "Cross-Cultural Dissimilarities in the Perception of Brand Personality of Select Smart phones: Evidence from West Bengal, India and Bangladesh." NMIMS Management Review 29, no. 02 (April 12, 2021): 25–51. http://dx.doi.org/10.53908/nmmr.290203.
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The study has been conducted in the adjoining regions of West Bengal and Bangladesh (erstwhile East Bengal) among various respondent groups. Both the regions have been archetypally known to share multiple cultural commonalities. Notwithstanding, there exists divergences in the culture, which have been tested using Hofstede's Cultural Dimensions Framework. Further, the study investigates whether there exist any divergences in how the personalities of the two smart phone brands, namely, Samsung and Xiaomi, are perceived in the two regions. An aggregate sample of 295 and 287 respondents have been selected conveniently from West Bengal, India and Bangladesh, respectively. The current study primarily aims to probe into the cultural dissimilarities between the two contiguous regions of West Bengal (in India) and Bangladesh. Subsequently, the study investigates the probable impact of such cross-cultural dissimilarities on consumers' perception concerning the personality of select smart phone brands, specifically Samsung and Xiaomi. The study provides good empirical insight into the fact that despite the uniform positioning of the two smart phone brands in the two West Bengal and Bangladesh regions, their personality traits are perceived differently by consumers dwelling in these cultures. The analysis yields that respondents from West Bengal and Bangladesh demonstrated notable congruencies in perceiving Xiaomi as a 'responsible' and ''aggressive' brand. However, Samsung is perceived as an 'aggressive' brand in Bangladesh and 'stable' in West Bengal. The perceptual deviations of the smart phone brands' personalities exist due to the cultural divergences between the two regions. The current study is unique in that it offers a new-fangled perspective to looking at cross-cultural research by comparing politico-administrative units instead of countries at large. Yet, it is bound by imperfections, such as limited sample size, making it difficult to make more detailed comments on individuals' perceptions towards the brand personality dimensions of smart phones. Although adequate care has been taken to eliminate the “made-in image” of the Chinese smart phones, respondents were generally biased towards the product quality, brand acquaintance and their overall perceptions towards the personality of the said brands. Brand personality plays an integral role in easing communications with customers. They can, resultantly, relate conveniently to the identity and the personality traits possessed by such brands. Marketing professionals can essentially aim to foster a brand-customer personality congruence, which would ideally enable them to position their product offerings accordingly and design tailored advertising and marketing communication messages. A well-defined brand personality initiates greater customer purchase willingness coupled with amplified emotional attachment, trust and loyalty, thereby enhancing the significance of branding to managers. They can help develop frameworks to analyze behavioral intentions concerning consumer perception of brand personality
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Khalid, Kanza, and Danish Ahmed Siddiqui. "Branding with Vlogs, Factors Affecting Their Success." Business and Management Horizons 7, no. 1 (April 16, 2019): 49. http://dx.doi.org/10.5296/bmh.v7i1.14402.
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This study examines the culture of video blogging — its rhythm, language, and communication style and link its use to brand promotion and buying decisions. Specifically we analyze factors which help in the success of Vlog like its positioning in viewers mind, endorsement by celebrity, Ethical considerations, Benefits and its Features. And then investigated how Vlog affect Brand Promotion and customers buying decisions. Quantitative research was carried out through the use of questionnaire and collecting data of 212 respondents from Karachi. This study focused on Vlogs posted on YouTube Channel. Confirmatory factor analysis and structural equation modeling were used to analyze different variables. The result shows a strong and significant effect of factors such as Appeals, feature, ethical consideration and celebrity on Vlogging. Furthermore, strong evidence found that supported consumer buying decision and brand promotion is also influenced through Vlogs. Hence Vlog could be a major factor helping in building brands. Hence, this proves that Vlogger of Pakistan does not just life earn through it or gain fame and advantages in their daily, but they can also be part of branding strategies that are taking place through Vlogs.
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Alden, Dana L., Jan-Benedict E. M. Steenkamp, and Rajeev Batra. "Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture." Journal of Marketing 63, no. 1 (January 1999): 75. http://dx.doi.org/10.2307/1252002.
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Alden, Dana L., Jan-Benedict E. M. Steenkamp, and Rajeev Batra. "Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture." Journal of Marketing 63, no. 1 (January 1999): 75–87. http://dx.doi.org/10.1177/002224299906300106.
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Nasreen, Khan, Tan Booi Chen, Khan Shereen, and Sarwar Abdullah. "A Framework for Brand Rejuvenation: Private Universities in Malaysia." GATR Journal of Management and Marketing Review 4, no. 1 (March 16, 2019): 33–40. http://dx.doi.org/10.35609/jmmr.2019.4.1(5).
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Objective - University branding becomes critical issue due to increasing number of private universities in Malaysia. Although education efforts in Malaysia has been continuously progress, institutions have difficulties to maintain as a powerful brand in competitive industry. Methodology/Technique - Bringing back a brand that consumers already familiar can save a lot of money. While some of institutions are able to maintain its brand image, some are still struggling even to meet the break even and unable to reposition the brand. While there are past studies and experiences on brand knowledge structures in hand, it is still confusing stage for how one could rebuild the brand image to achieve the intended positioning. Findings - The academic literature is particularly sparse in addressing this, and it is a confusing issue for the practitioners. The research discovers the theoretical foundations that relate to rebranding concepts and most critical factors that contribute to rebuilding the brand image of private institutions in Malaysia. Novelty - The current study seeks to shed light on the challenges of undertaking a rebranding exercise and introduce a framework that caters to the needs of brand managers at higher education institutions in Malaysia. Type of Paper: Review. Keywords: Brand Rejuvenation; Corporate Culture; Consumption Experience; Social Media; IMC. JEL Classification: A10, A30, A39.
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Ochkovskaya, Marina, Valentina Gerasimenko, and Maria Rybalko. "Brand «Moscow» in a global perspective." TRANSNATIONAL MARKETING JOURNAL 2, no. 2 (October 28, 2014): 99–111. http://dx.doi.org/10.33182/tmj.v2i2.412.
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The study investigates the peculiarities of place branding for Moscow. Recently the numbers of foreign tourists visiting Moscow have increased but the majority of them are over 40 years old. Since the population of most Western countries is ageing, this seems to be a conducive trend for Russian inbound tourism. However, it is very important to attract a younger audience and offer them an opportunity to broaden their cultural awareness. Our study focuses mainly on a young audience, from 18 to 28 year olds, and intended to find out how they presently perceive Moscow and then offer a relevant positioning. For younger tourists, Moscow is still undiscovered. This is an opportunity for Moscow as the city is attractive regarding the cultural aspects and young tourists have an appetite for culture. The study allows us to single out the key elements of the Moscow brand for young people. The key elements are rooted in the rich history and cultural heritage of Moscow. Moscow is recommended to be positioned as a place where different epochs meet: Tsarism, Stalinism and post-Cold War period of Russian democracy.
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de San Eugenio, Jordi, Xavier Ginesta, Marc Compte-Pujol, and Joan Frigola-Reig. "Building a Place Brand on Local Assets: The Case of The Pla de l’Estany District and Its Rebranding." Sustainability 11, no. 11 (June 10, 2019): 3218. http://dx.doi.org/10.3390/su11113218.
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The main objective of this article is to analyse whether the positioning of the Pla de l’Estany district, in Catalonia, can be redefined in a context of possible saturation of the sports brand that was structured thanks to the success of the 1992 Olympic Games. Furthermore, this article aims to analyse how to design and implement long-term public policies in place branding. The Pla de l’Estany district is one of the smallest in Catalonia and had its moment of splendour during the Barcelona Olympic Games, which positioned it as a place of natural beauty and sports tourism. However, twenty-five years later, we ask whether this positioning needs to be updated. This research deploys a methodological triangulation that combines in-depth interviews with opinion leaders, discussions in focus groups and an online survey open to citizens. This research presents three conclusions: it places the processes of citizen participation as a key element in the construction of territorial brands; refocuses the narrative of the territory of the Pla de l’Estany based on the concepts of “sustainable nature” and “traditional culture”; and conceptualises place branding not just from the perspective of promoting tourism, but also from that of fomenting sustainable governance.
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Dogan, Evinc, and Goran Petkovic. "Nation Branding in A Transnational Marketing Context: Serbia’s Brand Positioning Through Food and Wine." Transnational Marketing Journal 4, no. 2 (October 31, 2016): 84–99. http://dx.doi.org/10.33182/tmj.v4i2.392.
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Food and gastronomic values of a country are distinguished assets in marketing places. The aim of this article is exploring the ways in which Serbia rebrands itself through promoting the local food and culture and positions the nation brand in a transnational marketing context. The key concepts for this research originate from the literature in place marketing and branding. The gastronomic offer is an instrument shaping people’s perceptions about Serbia that is represented and communicated through values, narratives and manifestations. Accordingly, semiotics is adopted for analysing the data, which builds on three levels: axiological, narrative and discursive. Content analysis is used as a supportive method to infer meanings from codes and to determine emerging themes overarching the units of meaning. The tourism marketing strategy of The National Tourism Organization of Serbia (TOS) is closely examined through the touristic promotion materials (i.e. catalogues, posters, Soul Food video). In sum, the analysis results reveal how the country branding strategy of Serbia is handled in terms of the impact on the perceptions with a focus on food as a tourist attraction. The research is valuable for place-marketers, strategists, governments, and scholars from different fields of academia.
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Putra, Romi Iriandi. "STRATEGI MEMBANGUN NATION BRANDING INDONESIA DALAM ASIAN GAMES JAKARTA-PALEMBANG 2018." SOURCE : Jurnal Ilmu Komunikasi 6, no. 1 (April 28, 2020): 72. http://dx.doi.org/10.35308/source.v6i1.1794.
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The Asian Games 2018 is a sporting event held every 4 years, bringing together all Asian athletes from various branches to compete for the country's pride. Indonesia was chosen to be the host of the Asian games which made the right momentum to build Indonesia's nation branding. This study analyzes how the strategy of building nation branding on the momentum of Asian games 2018 Jakarta - Palembang. This research uses a descriptive qualitative method by describing related data. The results in this study show that the strategy used to build a nation branding in the Asian Games with media management, accentuate elements of Indonesian culture, conducting global diplomacy, creating mutual collaboration branding, and conducting a post events campaign. In addition to building nation branding, need several elements namely brand identity, positioning, and brand image which all focus on one goal that is to increase trading, tourism, and also an investment in the country.Kata Kunci: Asian games, nation branding, place marketing, brand image, destination branding.
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Pidhurska, V. O. "Brand Management: Defining the Essence and Place in the System of Related Categories." Business Inform 7, no. 522 (2021): 242–47. http://dx.doi.org/10.32983/2222-4459-2021-7-242-247.
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This article is aimed at analyzing and systematizing the existing approaches to determining the essence of brand management, as well as its place in the system of related categories of marketing. At that, within the terms of the set goal, the task is to reduce the «conceptual» load on the theoretical base in the marketing sphere by analyzing and structuring current categories, and not creating new ones. During the research, two tangent categories with brand management – «management of brand» and «branding» – were distinguished and their relationship with brand management was determined. Analyzing the theoretical positions of leading specialists in the sphere of marketing, opinions of foreign and domestic scientists, the presence of identifiable concepts of «brand of management» and «management of brand» was specified, which is not true. Management of brand is a component of brand management, which consists in systematic activity using existing and searching for new resources and brand positioning tools. A concise and logical scheme is proposed that reveals the essence of brand management and the main stages of its implementation in the context of this issue. The scheme also reveals the place of branding in the brand management system, namely: at the stages of brand creation and its development /modification. It is determined that brand management directly correlates with the strategy of the enterprise and affects its implementation. The brand development strategy should correspond to the philosophy of the enterprise, its mission and organizational and corporate culture. It is emphasized that brand management is one of the main directions in the strategic management of the enterprise, as it allows to capitalize the value of branded assets and increase its competitiveness. Prospects for further research in this direction are to study the features of modern brand management and tools for its effective implementation.
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Fong, Cher-Min, Ming-Hung Shu, Chao-Cheng Chung, Tung-Lin Tsai, I.-Sheng Sun, Hui-Wen Wang, and Pei-Chun Hsieh. "Monolingual Consumers’ Reactions in Cyber Market to GCCP, FCCP, and LCCP Ad Appeals in Taiwan." Journal of Intelligent & Fuzzy Systems 40, no. 4 (April 12, 2021): 8623–37. http://dx.doi.org/10.3233/jifs-189681.
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This study takes the product ethnicity perspective to investigate how monolingual Taiwanese consumers respond to products from developed countries when the consumer culture positioning (CCP) is global versus foreign versus local. Our experiment has a 2 (high vs. low fit of product ethnicity) × 3 (global vs. foreign vs. local ad appeal) design. Two mediating mechanisms are introduced to explain how ad fluency and brand information credibility impact ad effectiveness. These findings provide insights regarding the impact of a product’s country of origin and have implications for international marketing and advertising strategies.
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Ladendorf, Martina. "Commercialization of Lesbian Identities in Showtime’s The L-word." Culture Unbound 2, no. 2 (June 11, 2010): 265–82. http://dx.doi.org/10.3384/cu.2000.1525.10215265.
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The article discusses recent developments in media culture through one case study: The L-word, the first television series narratively centered around lesbian and bisexual characters. The business discourse surrounding the series’ production is examined together with the televised text itself and the merchandize connected to The L-word brand. The main research question is why lesbians, a target group previously deemed uninteresting by advertisers and international media conglomerates, have suddenly become demographically desirable. Media producers show increasing interest in the active audience, and encourage fans’ own creativity, for example through social web 2.0 media productions and events, and intermedia storytelling. This is made possible through the televised text’s discursive re-positioning of lesbian identities. The article argues that lesbian identity is a social construction and that it can be seen as an empty or floating signifier, which is filled with new meanings. It also analyzes the immersive online communities and various other merchandize connected to the series as an aspect of thingification, a process were the media is increasingly occupied with things and brands rather than stories and representations. The result is the branded lesbian, or the lesbian brand, which can be seen as an appropriation of lesbian identities.
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Helde, Aivars. "ADVERTISING WITH SOCIAL DISCOURSE AS A BRAND POSITIONING TECHNIQUE: REVIEW OF RESEARCH WITH SPECIAL REFERENCE TO THE LATVIAN MEDIA." CBU International Conference Proceedings 3 (September 19, 2015): 297–305. http://dx.doi.org/10.12955/cbup.v3.615.
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This study examines the nature of the social discourse of advertising used as a brand positioning technique. The focus is on consumer advertising that is directed at the promotion of selected products or services to the general public. The study is neither meant to exhaust all aspects of this particular discourse, nor present the answers to all the problems posed. The aims of this paper include analyzing varying commercial advertisements (both product/non-product ads) to investigate the intentions and techniques of consumer product companies for reaching more consumers and selling more products. Norman Fairclough’s ‘3-D model’ and Kress and van Leeuwen’s ‘grammar of visual design’ present methods for use by professionals in this respect, but we focus on the use of stereotypes in our study.Traditionally, stereotypes are defined as patterns or schemes by which people organize their behaviors and activities. Psychologists have been extremely interested in the persuasion techniques used by advertisers. The implicit question that most of these studies have entertained is whether advertising has become a force that molds cultural mores and individual behaviors, or whether it constitutes no more than a ‘mirror’ of deeper cultural tendencies within urbanized contemporary society.The one thing which everyone agrees upon, is that advertising has become one of the most recognizable and appealing forms of social communication to which everyone in society is exposed.However, it could be said from the results of this study that the producers of ads generally use power and ideology to change people’s behavior and thoughts. In cases where ‘old’ stereotypes were effective, there was no attempt to change the consumer’s habits, but rather the power of the ad was in preserving their customary behaviors. This is achieved through reinforcing behaviors known to be similar to the traditional values identified by customers. When we considered gender stereotypes we looked at notions about the supposedly traditional behaviors of men and women, and the characteristics and standards of these behaviors, which are grounded in our culture and society. Producers use these ideas to make customers feel they belong in the society, and become psychologically involved, in the story presented by the advertisement. Culture involves human values, actions, patterns, ideas, and material and artificial surroundings that enable interaction among people. The content of culture determines the particular qualities of certain groups of people, which potentially governs their consumer characteristics. This indicates the importance of understanding the way in which culture affects individuals. In today’s information area, the media are the primary means of transmitting and reproducing cultural information. Today’s media shape the image of culture in people’s consciousness.Finally, this study provides an analysis of varying ads, using different means of interpretation. All materials are taken from Latvian media.
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Albet, Pransiskus, and Sulih Indra Dewi. "Strategi Branding Dinas Kebudayaan dan Pariwisata Kota Malang dalam Membentuk Image Sebagai Kota Pariwisata." Jurnal Komunikasi Nusantara 1, no. 2 (October 10, 2019): 99–107. http://dx.doi.org/10.33366/jkn.v1i2.27.
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This study aimed to find out how the branding strategy of the Culture and Tourism Agency (Disbudpar) of Malang in shaping the image of Malang as a tourism city and to know what obstacles affect the application of the branding strategy. This study used a qualitative research by analyzing the branding strategy of Disbudpar Malang. The data collection techniques carried out in field research and to obtain information and data was through interviews and documentation. The results of this study indicated that the branding strategy of Disbudpar Malang in shaping the image of Malang were as follow, first brand positioning for example by the formation of the beautiful Malang city branding, second brand identity by making the tag line and logo of beautiful Malang, third brand personality for example Malang is known as a cool city, fourth brand communication by promotion on social media events and relationships with stakeholders. The fifth startegy was brand equity for example by making beautiful destinations such as thematic villages and beautiful city parks. The constraints from the brand strategy were first, from the publication of beautiful Malang in print media was considered less reflecting the image of Malang and the presence of those who criticized the beautiful Malang logo, second there were some villages that were still less of awareness in tourism, third in terms of destinations there were lack in facilities and infrastructure, fourth the limited funds to conduct the activities or events.
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Suparno, Antoni. "ANALISIS STRATEGI POLITICAL BRANDING BASUKI TJAHAJA PURNAMA OLEH KOMUNITAS “TEMAN AHOK” MELALUI NEW MEDIA." Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT 3 (October 15, 2018): 199–212. http://dx.doi.org/10.36226/jrmb.v3is1.137.
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The purpose of this study is to understand the process of Teman Ahok community was formed, the political branding strategy of Basuki Tjahaja Purnama through new media, and their reasons using new media to spread political branding message. The method used was ethnography. Data collected by in-depth interview, observation, and literature study. The results showed, Teman Ahok founding process start from fantasy theme, fantasy chain, fantasy type, to rethorical visions. Political branding strategy used by Teman Ahok is string up brand value and brand culture, then doing segmenting, targeting, and positioning to perform image optimization and build public trust, and then communicate it by buzzing through new media. Teman Ahok using new media because it provides computer mediated communication, new ways of distributing and consuming message, the virtual realities, whole range transformation of media, and interactive communication with public. (AS)
Keywords:
Political Branding, Teman Ahok, New Media
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Nguyen, Thuy D., Shih Yung Chou, Charles Blankson, and Phillip Wilson. "The invisible identity in a visible world: how religiosity mediates consumer culture and the marketplace." Journal of Product & Brand Management 29, no. 1 (July 18, 2019): 15–30. http://dx.doi.org/10.1108/jpbm-10-2018-2066.
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Purpose This paper aims to offer a systematic view of religious consumption and its iterative influences on consumers, as well as their differences in attitudes, values and behaviors. Design/methodology/approach Using a mixed-method approach – both qualitative and quantitative – the study develops religious self-transformation and self-categorization scales to empirically evaluate the hypotheses. Findings The convergence of consumption, self-identification and religious attitudes and behaviors proffer an essentially subjective concept useful in understanding the existential reflection and supernatural orientation that individuals may seek through consumption. Cluster analysis (based on product, services, media and practices) reveals four quadrants. The non-religious (religious) group has low (high) consumption in all four consumption categories Self-categorization (self-transformation) group has high (low) level of product consumption, but low (high) in all three other categories. This research presented four invisible identities that are visibly different in terms of life satisfaction, religious brand preference, dollars spending on religious products and monetary donation. Research limitations/implications This research only considers one medium-size city as opposed to all types of cities. All religious affiliated and nonaffiliated respondents are included in the total sample. Practical implications The study offers new insights into the triadic relationship between religious self-identification, religious consumption, and the marketplace that can be used in branding, segmentation, targeting, positioning, and persuasive advertising, public relation and social media, and services marketing. Social implications Religion addresses the nature of existence. In this religion–consumer–brand nexus, consumption is a way for consumers to experience and immense themselves in the sacred to solidify, communicate, transform, improve and transport who they are capitalizing on religious self-identification can affectively promote positive social change. Originality/value This work proposes four invisible identities that are different in consumption of religious products and services in terms of patterns and purposes. These groups of consumers shape the marketplace through the derived utility of their religious consumption based on their self-identification, which in turn influences their religious brand preference.
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Liu, Yi-De. "Major event and city branding." Journal of Place Management and Development 8, no. 2 (July 13, 2015): 147–62. http://dx.doi.org/10.1108/jpmd-02-2015-0007.
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Purpose – This paper aims to explore the effectiveness of a key branding campaign, based on a case study of Liverpool as the 2008 European Capital of Culture. Branding is a popular practice adopted by many cities in the context of intensified tourism competition. Design/methodology/approach – This study looks at quantitative data collected from an on-street face-to-face survey in 2008. In total, 611 questionnaires were distributed to and collected from local residents, visitors from the immediate hinterland, domestic tourists and overseas visitors. Findings – The analysis is done, first by investigating respondents’ impression on the Liverpool 08 brand and the branding campaign, and then by exploring the effects of the campaign. The positioning of Liverpool compared with other similar cities is addressed in the end. Originality/value – Event marketers need to be aware that visitor perceptions of the event’s branding are unlikely to be homogeneous. This could have significant implications on the design of brand and branding campaign and, then, affect whether the city could be effectively marketed.
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Rees-Roberts, Nick. "After fashion film: social video and brand content in the influencer economy." Journal of Visual Culture 19, no. 3 (December 2020): 405–21. http://dx.doi.org/10.1177/1470412920964907.
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Luxury and designer fashion brands today produce as much digital content and branded entertainment as they do design and product. Online video is a key part of that production. In this article, the author questions whether the use of the generic term ‘fashion film’ is still relevant to discussions of the moving image in the digital age. He does this by examining a range of promotional uses of the moving image by the fashion industry – by brands such as Gucci, Burberry and Louis Vuitton – on the social media platforms Instagram, YouTube and Snapchat, which blend design with media. This article seeks to engage critically with the branded dominance of ‘fashion film’ as a commercial phenomenon in contemporary visual culture by positioning it as a shape-shifting form of ‘content’ through the dissemination of moving images on social media, on mobile image-sharing platforms, in which the visual dynamic of the feed (of marketing and data) is now, in part, superseding the aesthetic framework of cinema (of narrative and drama). Rather than situating it primarily as part of film history, here the author situates the contemporary fashion-moving image at the intersection of digital interactivity, fashion branding and celebrity influence.
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Kristiana, Nova. "Aplikasi Gestalt pada Desain Label Kemasan Produk Aqua." ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia 4, no. 01 (February 27, 2018): 1–13. http://dx.doi.org/10.33633/andharupa.v4i01.1595.
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AbstrakDalam suatu produk, elemen positioning, differensiasi dan brand merupakan tiga hal pokok yang harus dipertimbangkan dalam sebuah kemasan. Desain kemasan yang menarik mampu membuka ruang tersendiri di benak konsumen melalui komunikasi visual. Danone perusahaan asal Perancis mengeluarkan desain kemasan yang khusus. Desain kemasan produk air mineral Aqua pada botol minuman ukuran 600ml, bertema ‘Temukan Indonesiamu” dengan mengangkat tema budaya lokal Indonesia , terdiri dari 5 judul yaitu Berbagi, Santun, Ramah, Kekeluargaan, dan Gotong Royong. Dari kelima seri tersebut ada dua judul yaitu Santun dan Gotong-Royong yang dalam memvisualkannya menggunakan teori Gestalt. Penelitian ini menggunakan metode deskriptif kualitatif dimana teori Gestalt, selanjutnya dideskripsikan dan dianalisis secara kualitatif. Hasil dari penelitian ini yaitu adanya pesan yang mendalam dari kedua desain kemasan tersebut. Kata Kunci: desain kemasan, gestalt, aqua AbstractThere are three considered key points in a product packaging: positioning, differentiation and brand. A visually attractive packaging design is able to open its own space in the minds of consumers. Danone Company of France issued a special packaging design. The design of Aqua mineral water product packaging at 600ml bottle beverage, themed 'Discover Indonesiamu' with the theme of Indonesian lokal culture, consists of 5 titles: Sharing, Politeness, Friendly, Kinship, and Cooperation. Of the five series there are two titles namely Politeness and Cooperation which in visualizing using the theory of Gestalt. This research uses qualitative descriptive method in which Gestalt theory, hereinafter described and analyzed qualitatively. The result of this research is the deep message of both packaging designs. Keywords: packaging design, gestalt, aqua
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Wenqing, Lai. "Suggestions on Innovative Design of Hakka Needlecraft arts and Cultural Creative Products." E3S Web of Conferences 189 (2020): 03010. http://dx.doi.org/10.1051/e3sconf/202018903010.
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In recent years, the tourism industry in southern Jiangxi, which focuses on Hakka elements, is developing rapidly with a strong momentum. Hakka culture is one of the keywords of the tourism image in southern Jiangxi. The traditional Hakka needlecraft culture in southern Jiangxi is an integral part of Hakka culture. As a tourism creative industry, the traditional Hakka needlecraft culture in southern Jiangxi is regarded as a kind of afterwork. The cultural value of the industry era is affirmed, and its economic value has changed greatly. Thesand gained a new economic basis. Their value orientation is no longer the situation of “good quality and low price”, but because they are rich in humanistic value, emotional value and local characteristics. e female red cultural creative products have been re-recognized through the economic value of tourism development, And get “value for money” brand positioning, this culture has an irreplaceable role in promoting the economy, has great economic value. Compared with the “hard power” of politics and economy, culture is a “soft power”, and its influence and penetration to economy and society are continuous. Hakka needlecraft culture is a treasure of folk art in Jiangxi and even the whole Hakka family. As one of the “soft power” of culture, folk craft has the value of promoting local economic development.
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Pérez del Castillo, Teresa, Paloma Díaz Soloaga, and Julie McColl. "Lifestyle branding as a brand-oriented positioning strategy: Insights from Spanish fashion consultants." Journal of Global Fashion Marketing 11, no. 4 (August 5, 2020): 361–79. http://dx.doi.org/10.1080/20932685.2020.1791727.
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Lynch, Leonie, Maurice Patterson, and Caoilfhionn Ní Bheacháin. "Visual literacy in consumption: consumers, brand aesthetics and the curated self." European Journal of Marketing 54, no. 11 (August 31, 2020): 2777–801. http://dx.doi.org/10.1108/ejm-01-2019-0099.
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Purpose This paper aims to consider the visual literacy mobilized by consumers in their use of brand aesthetics to construct and communicate a curated self. Design/methodology/approach The research surveyed a range of visual material from Instagram. Specifically, the goal was to use “compositional interpretation”, an approach to visual analysis that is not methodologically explicit but which, in itself, draws upon the visual literacy of the researcher to provide a descriptive analysis of the formal visual quality of images as distinct from their symbolic resonances. The research also incorporates 10 phenomenological-type interviews with consumers. Consistent with a phenomenological approach, informants were selected because they have “lived” the experience under investigation, in this case requiring them to be keen consumers of the Orla Kiely brand. Findings Findings indicate that consumers deploy their visual literacy in strategic visualization (imaginatively planning and coordinating artifacts with other objects in their collection, positioning and using them as part of an overall visual repertoire), composition (becoming active producers of images) and emergent design (turning design objects into display pieces, repurposing design objects or simply borrowing brand aesthetics to create designed objects of their own). Research limitations/implications This research has implications for the understanding of visual literacy within consumer culture. Engaging comprehensively with the visual compositions of consumers, this research moves beyond brand symbolism, semiotics or concepts of social status to examine the self-conscious creation of a curated self. The achievement of such a curated self depends on visual literacy and the deployment of abstract design language by consumers in the pursuit of both aesthetic satisfaction and social communication. Practical implications This research has implications for brand designers and managers in terms of how they might control or manage the use of brand aesthetics by consumers. Originality/value To date, there has been very little consumer research that explores the nature of visual literacy and even less that offers an empirical investigation of this concept within the context of brand aesthetics. The research moves beyond brand symbolism, semiotics and social status to consider the deployment of abstract visual language in communicating the curated self.
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Shvidanenko, Oleg Anatoliiovych, Iuliia Serhiivna Gurova, and Tatiana Hennadiivna Busarieva. "INNOVATIVE COMPONENT OF THE STRATEGY OF COMPETITIVENESS OF GLOBAL BRANDS." SCIENTIFIC BULLETIN OF POLISSIA 1, no. 2(14) (March 1, 2018): 198–204. http://dx.doi.org/10.25140/2410-9576-2018-2-2(14)-198-204.
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Urgency of the research. Innovations as the key pro-cess of the modern development of the world economy pro-vide intellectualization of all processes of public recreation that are accompanied by the changes of basic trends of economic development and formation of the new global com-petition leaders. It stipulates the becoming of the special competition status of market subjects, where the result of innovation - creative activity is provided by the process of transmission of value and identity of company to the world consumer of global brands. Target setting. The innovative component has become the key source of competitive edges, that allow the entities of the menage form the leading positions on world markets, using the special type of innovative culture, stimulating an innovation and forming potential global brands. Actual scientific researches and issues analyses. The question of the selection of the innovative component of the competitiveness of global brands devoted the works of such well-known scientists, as N. Kаpferer, F. Коtler, D. Bouen, and others. Problems related to the creation of successful brands are highlighted in the works of К. Verk-man, G. Charmenson, A. Filipenko, V. Shevchuk. The research objectives. The objectives of this article is the identification and justification of the role of the innova-tive component in the strategies of the software of the com-petitiveness of the global brands. The statement of basic materials. In the article inves-tigated the processes of the formation of global brands in the context of ensuring their competitiveness on the basis of their innovation potential Conclusions. In the article conclusions are made about the necessity of designing and positioning of innovation brand identity by business entities in order of the software of their global competitiveness and attracting innovative devel-opment resources.
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Gelbman, Alon. "Tourist Experience and Innovative Hospitality Management in Different Cities." Sustainability 13, no. 12 (June 9, 2021): 6578. http://dx.doi.org/10.3390/su13126578.
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The complexity of modern tourism and hospitality management because of competition in the destination market, and especially in urban tourism destinations, has created a demand for creativity and innovation. To satisfy heightened tourist expectations for a specialized experience, hospitality organizations emphasize local culture characteristics and the urban community. The purpose of this paper is to examine how an urban hospitality organization emphasizes community and social values in its hostels, and how the tourist experience is adapted to each city’s culture and atmosphere (Nazareth, Jerusalem, and Tel Aviv). The theoretical framework is based on the link connecting urban hospitality with the tourist experience, and how tourism innovation and creativity is managed, during this age of competition and specialization. The qualitative methodology includes participant observation, document review, and in-depth interviews. The findings of this study add a new dimension to the existing knowledge, namely the role of creativity and innovation in helping the management of an urban hospitality organization to shape the tourist experience. The study developed a new unique model for “implementing innovation in urban hospitality management” which describes the framework of connections and interactions between the various sustainable community based and social aspects. The novelty of this research model lies in the emphasis on how management uses innovation and creativity to brand the whole chain so as to realize the vision and values it wishes to promote. This also entails a system of sub-positioning that aligns the vision and values with the distinctive culture of each city and with each local community’s nature and traditions.
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Khojastehpour, Morteza, Ahmed Shahriar Ferdous, and Michael Polonsky. "Addressing the complexities of managing domestic and multinational corporate brands." Corporate Communications: An International Journal 20, no. 1 (February 2, 2015): 48–62. http://dx.doi.org/10.1108/ccij-03-2014-0016.
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Purpose – The purpose of this paper is to focus on the differences between managing domestic corporate brands (DCBs) and multinational corporate brands (MCBs), and presents a framework highlighting six types of complexity associated with managing both forms of corporate brands in an international business context. Design/methodology/approach – This paper proposes a framework addressing six types of complexity involved in managing DCBs and MCBs drawing on the literature related to corporate branding, corporate brands, and domestic and multinational corporations. The six types of complexity examined include: strategic role, organisational structure, culture, knowledge, positioning and extended responsibility. Findings – The research identifies that DCBs have a lower degree of complexity in regard to strategic role, knowledge and positioning, but have a higher level in regard to organisational structure, cultural and extended responsibility complexity. MCBs face more complexity than DCBs across all dimensions because they operate across business environments and need to coordinate activities while adapting to environmental differences. Practical implications – The findings highlight the importance of environmental complexity for firms managing brands globally. The issues of complexity identified in this paper need to be understood if firms are to effectively build and manage their corporate brands within and across markets. Originality/value – The paper highlights the concepts of DCBs and MCBs, and identifies the factors that contribute to the complexity of managing these two types of corporate brands domestically and internationally.
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Jin, Yongguang. "An Analysis on Cultural Operation & Management for Catering." Review of Educational Theory 1, no. 1 (February 1, 2018): 5. http://dx.doi.org/10.30564/ret.v1i1.12.
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The overall competence of the employed in the catering industry, whether in terms of service concept, knowledge or professional skills, lacks behind the development of the industry. Since the competition remains to be the theme of the market economy, how to establish an unassailable position in the growing market economy which values survival of the fittest is what has been long studied and discussed among catering enterprises. Although catering business belongs to traditional labor-intensive service industry, it is against the backdrop of "demographic dividend" being turned into "talents dividend" that the cultivation of catering talents becomes of great importance. Besides, the trend of branding will be even more intensifying and innovation will certainly serve as a significant approach to the improvement of competitiveness among catering enterprises. As public catering becomes a main current in today’s catering business — an accurate market positioning and food dishes get to be more exquisite and diversified with health elements taken into top priority, brand power stands to be the recipe for winning the competition. Moreover, the strategy of enterprises development through culture is an irreversible trend in modern catering operation and management. Furthermore, the education and artistic cultivation serve as core competence of modern catering enterprises and the employed.
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Nukhu, Rhulia, and Sapna Singh. "Branding dilemma: the case of branding Hyderabad city." International Journal of Tourism Cities 6, no. 3 (July 9, 2020): 545–64. http://dx.doi.org/10.1108/ijtc-08-2019-0130.
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Purpose Hyderabad City today is a blend of metro and heritage causing much dilemma to what it offers the visitors. A mixture of the “Nawabi – the good old days city” and “information technology hub – a new metropolitan city,” has changed the perception of the city. This has blurred the vision of positioning the city. The purpose of this paper is to analyze the existing city image and the execution of a clear brand message in the face of ambiguous essence of the place. Design/methodology/approach The exploratory case study was divided into two parts. In the first stage of the study, an in-depth interview was conducted on tour operators, hotels and hospitality managers, tourists and residents. In the second stage of the study, the review text was scrapped from TripAdvisor. Further text collocate, linked analysis and word trees were done on reviews of Hyderabad city using Voyant tools to find the core attributes of the city image. Findings The finding indicates that the city branding is diluted with a blended essence of heritage and metropolis, making the positioning of the city ambiguous. Moreover, the findings reveal that the blend of the two dichotomous characteristics of the city can study out through the implementation of the dual branding and story narration of the city. Research limitations/implications The study is no short of limitations, as it is a case-based, subjectivity is inevitable, the selection of the respondents for the interviews was on convenience-based. The number of interviewees for the study is limited thus cannot be generalized. In addition, another limitation of the study is that only few reviews on Hyderabad city were found on TripAdvisor not enough to sustain more elaborated results and, as the reviews were basically from tourists, further there may be some elimination of other important aspects of the city. Text analysis has its own limitation such as it cannot track sarcasm or identify the spelling errors or synonymous. Despite the limitations, the study attempts to shed some light on the city’s needs to rebranding. Practical implications One of the important contributions of the study is its implications, for tour operators and policymakers. For the former, the need to communicate and position the brand and develop a strategy that bridges the gap between heritage image and metropolis. In addition, for the later, for setting the national urban policies that conserve the heritage sites and improvise the management. Social implications To conserve the culture, tradition and heritage sites in the impetus of the city’s phenomenal urbanization and development. Originality/value City as a brand is complex, the present research brings out the complexity based on the essence of the city bridging the gap through an insightful approach. Expanding the body of knowledge, at the same time providing insightful implications for destination stakeholders such as managers, policymakers and destination management organizations.
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Chen, Steven. "Cultural technology." International Marketing Review 33, no. 1 (February 8, 2016): 25–50. http://dx.doi.org/10.1108/imr-07-2014-0219.
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Purpose – The purpose of this paper is to outline a framework for marketing cultural goods (e.g. music) to global markets by examining modes of entry and positioning strategies used by media producers of the South Korean music industry. Design/methodology/approach – An historic analysis was implemented to investigate the modalities and structures through which cultural products are produced and disseminated. Data for this study came from 314 articles collected from www.allkpop.com, a leading English-language, South Korean popular culture news site. Findings – The cultural technology framework consists of the institutionalization of cultural technology, exportation of cultural content, collaborations with local talent, and joint ventures with local markets. Research limitations/implications – The findings emerge from an analysis of South Korean popular music industries, and further research is needed to generalize the results across cultural industries. Practical implications – The cultural technology framework can be applied to cultural industries such as music, film, comics, and art, where culture and language could be barriers to adoption. Originality/value – This study outlines a framework for the modes of entry and positioning strategies of cultural goods (e.g. music) in international markets. Extant literature has examined global marketing from the purview of durable consumer goods and brands, with limited insights into cultural products. More broadly, this paper addresses the call for more qualitative inquiry into international marketing topics.
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Powell, Helen. "Spirals, spikes and spinning wheels: Temporal models challenging the sustainability agenda in relation to fast fashion consumption." Fashion, Style & Popular Culture 8, no. 4 (October 1, 2021): 387–97. http://dx.doi.org/10.1386/fspc_00098_1.
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Fast fashion has entered the political arena with specific reference to sustainability. To date the agenda has largely been informed by an examination of production methodologies and techniques documenting the rapid turnover of trends, the speed and efficiency of the production process and the lack of socially cohesive labour practices that it consistently engenders. Whilst governments seek to raise awareness and begin to generate initiatives to tackle the environmental fall out of fast fashion, this article turns its attention to the temporal patterns of consumer behaviour and why such a high percentage of what we buy is readily discarded soon after point of purchase. All stages in this linear model of consumption, it is argued, are shaped by a very specific relationship to time that ultimately informs our buying habits. Utilizing the work of the philosopher A. N. Whitehead and adopting a more psychosocial approach to fashion consumption, this article recognizes that even when purposefully seeking to consume sustainably, a greater need to align our use of time with a results-driven mindset locates the acquisition of something new as a highly achievable goal. As a consequence, rather than positioning the rationale for fashion purchases in the context of conspicuous consumption and emulation, here it functions to mitigate a lack of temporal control in other areas of our lives. In response, it is proposed that any successful attempts at tackling the problems associated with fast fashion must also seek to understand the temporal dynamics of consumption. For whilst governments’ attention is turned to ways to reduce the environmental impact associated with the production of clothing, increasing consumer demand derived from ‘neophilia’ will negate and indeed overturn any successes achieved. The conclusion will therefore suggest that promotional culture has a duty to explore ways in which it might engender greater emotional attachments to what we own. Future research into brand messaging, exploring the consequences of placing emphasis on quality over quantity and a subsequent potential deepening of a sense of brand loyalty, is also recommended as a way forward.
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Turyandi, Itto. "Kolaborasi Karang Taruna Dalam Tata Kelola Zakat Menuju Jabar Juara." Publica: Jurnal Pemikiran Administrasi Negara 12, no. 1 (June 30, 2020): 38–46. http://dx.doi.org/10.15575/jpan.v12i1.8645.
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This study aims to see and know the positioning and brand of BAZNAS Jabar, as a government agency that requires coordination, distribution, utilization, reporting of zakat management, infaq, shodaqoh and partnership partnerships with social organizations in West Java. The research method uses qualitative analysis with a SWOT analysis from the perspective of the management of the amil zakat body. This research resulted in a strategic planning in the short-term, medium-term and long-term planning as well as amil zakat management institutions to gain trust and acceptance and pride for the people of West Java. One of the efforts suggested is a collaborative activity with Karang Taruna West Java social organization. The conclusion shows, West Java Amil Zakat Board has more opportunities for improvement, distribution, optimization of utilization and reporting through collaboration with Youth Organization. To get human resources who like and have the capacity with capabilities as not the main in getting support, distribution, utilization, and approval of the management of zakat, infaq, shodaqoh through improving the muzaki and mustahik database with its successor, culture and wisdom of each region in West Java. The West Java Amil Zakat Agency should ideally have a tiered zakat education program to the community, to answer the challenges of the industry era 4.0 by implementing a governance regulation that is supported and optimizing the use of social media for social campaigns in zakat, infaq, shodaqoh, and social social assistance funds the other.
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Scaratti, Giuseppe, Jeanpaul Frassy, and Marina Orefice. "Strategie organizzative e consulenza come pratica situata di costruzione sociale di conoscenza." STUDI ORGANIZZATIVI, no. 1 (May 2009): 79–116. http://dx.doi.org/10.3280/so2009-001004.
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- The aim of this paper is to present the main results of a consultation understood like a situated practice dealing with the social process by which professional identity, organizational knowledge and cultures take form. The work underlines how organizational strategies grow up from the social texture of workplace exchanges, in which the practical and daily experience of each professional becomes the main and more relevant field for a making sense process: the interactions and conversations between internal and external stakeholders and social actors shape the incarnate production of ordinary social facts. The paper underlines the qualitative approach and the methodological devices used to achieve the production of situated knowledge concerned the context of a social firm, located in Valle d'Aosta, dealing with the challenge of brand positioning and innovation. By means of accounts and thick descriptions the paper aims to show how making organizational strategies can be analyzed as a situated social process, as a practice which acquires progressive stability from provisional and changing patterns.Keywords: Strategy process, practice, situated knowledge, qualitative methodological approach.
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Liu, Chihling. "Men and their groomed body." European Journal of Marketing 53, no. 5 (May 13, 2019): 1015–34. http://dx.doi.org/10.1108/ejm-04-2017-0291.
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Purpose This study aims to offer insights into the embodied concerns that underpin men’s personal grooming practices through which they experience their body as the “existential ground of culture and self” and manage their everyday bodily presentation. Design/methodology/approach This study analyses 16 interviews with male consumers of age between 20 and 76. The interpretative analysis is informed by both Merleau-Ponty’s concept of the body-subject and the sociology of the body as discursively constituted. Findings This study proposes four bodily identity positions that link individual personal grooming practices to specific embodied concerns. These bodily identity positions underline the different ways the male body is called upon to carve out a meaningful existence. Research limitations/implications The research findings are not intended to generalise or to be exhaustive. Rather, it is hoped that they may stimulate readers to think more deeply about the role of the body in aiding male consumers to seek maximum grip on their life-world. Practical implications The study findings provide marketers with rich narratives for brand positioning and image development beyond the traditional sexual and/or alpha male-themed marketing and advertising. They also offer preliminary insights for mental health practitioners into how the male body shapes men’s identity development and experiences of well-being. Originality/value The study identifies the different ways personal grooming can become assimilated into an individual’s system of beliefs and practices. It also offers empirical support for a definition of the body as active and acted upon, especially with respect to male grooming.
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Novak, Eric, and Michael Lyman. "Brand Positioning." Electricity Journal 11, no. 9 (November 1998): 17–22. http://dx.doi.org/10.1016/s1040-6190(98)00087-6.
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Pliasun, Olga. "Taras Shevchenko in image strategies of modern Ukraine: linguistic argumentation." Actual issues of Ukrainian linguistics: theory and practice, no. 36 (2018): 115–38. http://dx.doi.org/10.17721/apultp.2018.36.115-138.
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The article concentrates on important issues of linguistic imageology – a new direction in the humanities which investigates linguistic peculiarities of image creation. Current research is focused on studying linguistic aspects of image formation in modern mass media which can be done within the framework of an innovative humanitarian discipline – medialinguistic imageology. This newly discovered linguistic branch analyses both linguistic and extralinguistic characteristics of image shaping. Exploring the conceptual apparatus of medialinguistic imageology, the author reveals that a great deal of its notions is of integral nature, i.e. they were borrowed in science from military and political terminology systems. Simultaneously, new concepts in this field are constantly being developed. One of such brand new notions in medialinguistic imageology are concepts “image strategy” and “image strategy of a state”. The author aims to give a comprehensive analysis of these notions in media linguistics. The main objective of the paper is to explore linguistic factors of formation of Ukraine’s national and international image in contemporary mass media. Content analysis of recent publications about Ukraine conducted by the researcher clearly indicates that precedent names of culture play a critical role in the process of creating the image of the state in media. Such prominent figures as Yaroslav the Wise, Bohdan Khmelnytsky, Grigory Skovoroda, Taras Shevchenko etc. are regarded as cultural markers of the country. They are perceived by recipients as certain symbols that form the idea of the Ukrainian culture. The data obtained clearly show that precedent proper name Taras Schevchenko is an essential part of Ukraine’s image campaign, within which the author emphasizes a number of image strategies (i.e. the strategy of universal image, target image strategy, “positioning” strategy, “mythologization” strategy, “emotionalization” strategy, “visualization” strategy, “creative explosion” strategy etc.). The results of the author’s research convince that the appeal to Kobzar as Ukraine’s “business card” can be quite effective in the framework of the Ukrainian image campaign. The findings are of direct practical relevance.