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Journal articles on the topic 'Design and Development of Brand Experience'
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1
Khan, Imran, and Zillur Rahman. "Development of a scale to measure hotel brand experiences." International Journal of Contemporary Hospitality Management 29, no. 1 (January 9, 2017): 268–87. http://dx.doi.org/10.1108/ijchm-08-2015-0439.
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Purpose This study aims to develop and validate a scale for measuring hotel brand experience. Design/methodology/approach Based on existing hotel and brand experience literature, and seven distinct studies carried out as part of this research, a 17-item five-dimensional hotel brand experience scale was developed. Findings The scale revealed sound psychometric properties based on the findings from different reliability and validity tests, as well as from successful scale replications across several different samples. The study found a significant influence of hotel brand experience on revisit intention and word-of-mouth, which confirms nomological validity of the scale. Practical implications The developed hotel brand experience scale can provide hoteliers a way to examine the experiences evoked through hotel brand-related stimuli. Originality/value This study is the first to develop and validate measures of brand experience in context of hotel industry.
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Khan, Imran, and Zillur Rahman. "Retail brand experience: scale development and validation." Journal of Product & Brand Management 25, no. 5 (August 15, 2016): 435–51. http://dx.doi.org/10.1108/jpbm-07-2015-0943.
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Purpose The purpose of this paper is to develop and validate a multi-dimensional scale to measure retail brand experience. Design/methodology/approach Literature review and open-ended survey have been carried out to generate an initial pool of items. Item reduction has been done using exploratory factor analysis and validation of measures performed through confirmatory factor analysis and structural equation modeling. A total of six separate studies have been conducted to develop and validate the retail brand experience scale. Findings A 22-item seven-dimensional retail brand experience scale is developed. The proposed scale has exhibited sound psychometric properties based on the findings from different reliability and validity tests, as well as from robust scale replications across several different samples. Findings support that retail brand experience has a significant impact on consumer intentions (word-of-mouth and pay more). Practical implications This research develops a set of retail brand experience measures that can provide retailers a way to examine the experiences evoked through retail brand-related stimuli. Originality/value This study is the first of its kind of its kind that develops and validates the measures of the retail brand experience.
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Lourenção, Marina Toledo de Arruda, and Janaina de Moura Engracia Giraldi. "Development of an identity model for sector brands." Journal of Fashion Marketing and Management: An International Journal 21, no. 3 (July 10, 2017): 317–40. http://dx.doi.org/10.1108/jfmm-10-2016-0097.
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Purpose The purpose of this paper is to propose an identity model for sector brands and examines its applicability for the Brasil Fashion System brand. Design/methodology/approach A systematic review of the literature on corporate brand identity models is undertaken. The interviews were carried out with two interest groups: the associations comprising the brand, and the consultancy company responsible for sector brand advisory. Findings The sector brand identity model is applicable to the Brasil Fashion System brand with the exception of two elements. The application may have experienced some adversity because of the considerable divergence among the associations. In cases where the brand represents just one association, the application of the model may occur with more favorable element management. Research limitations/implications Theoretical contribution occurred toward sector brands and brand identity with the development of an identity model for the sector brand, so far not addressed in academic studies. Practical implications When adopting the identity model for sector brands, managers would be able to understand the components that have to be managed on sector brand identity. The model can contribute to improve the management of these kinds of brands. Originality/value The academic studies of corporate brand identity models and sector brands are analyzed in order to create the first sector brand identity model that was experienced by the Brazilian fashion industry.
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Luo, Xin. "Research on Testing System of Multi-Target Machine Based on Virtual Network Technology." Applied Mechanics and Materials 539 (July 2014): 964–67. http://dx.doi.org/10.4028/www.scientific.net/amm.539.964.
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Research and development of independent brands enterprises need to experience complicated process. Therefore it needs to increase the value of own brand products. Only using diversified business model, it can achieve long-term strategic development of independent brands. Based on optimization mathematical of Gauss equations we establish diversified business model of independent brand, and design the objective function to optimize the process of product. Combining the computer internet system to do virtual simulation on the R & D products and diversified business model of machine independent product, the multiple operating profit and vibration table can be obtained, which provides the theory reference for the independent brand development and management research.
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Legendre, Tiffany S., Elizabeth A. Cartier, and Rodney B. Warnick. "The impact of brand experience on the memory formation." Marketing Intelligence & Planning 38, no. 1 (November 19, 2019): 15–31. http://dx.doi.org/10.1108/mip-02-2019-0109.
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Purpose The purpose of this paper is to examine the effectiveness of brand experiences on visitors’ memory formation and their revisit intention to a special event. Design/methodology/approach This study collected survey data from the Great New England Air Show to examine the soundness of the proposed theoretical model. Data were analyzed with partial least squares–structural equation modeling. Findings The results indicate an individual’s brand experience in the context of a special event can assist him/her in becoming more involved and finding meaningfulness in the experience, and form greater readiness to store memory of the event. Memory formation triggered by brand experience can help event practitioners anticipate positive behaviors of visitors after the experience. Practical implications The results suggest that event marketing managers and decision makers should create strong brand experiences focused on a mix of sensory, affective, intellectual and behavioral messages linked to the larger brand knowledge and memory formation. Originality/value The development of a theoretical model explaining brand experience with the purpose of explaining the internalization of brand experience in memory formation was documented and the study validated the brand experience concept in a non-monetary setting.
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Pontinha, Vasco M., and Rita Coelho do Vale. "Brand love measurement scale development: an inter-cultural analysis." Journal of Product & Brand Management 29, no. 4 (November 18, 2019): 471–89. http://dx.doi.org/10.1108/jpbm-10-2018-2094.
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Purpose The main purpose of this paper is to develop a brand love measurement scale, adopting an etic approach and testing for differences on how consumers experience brand love across different cultures. Design/methodology/approach An integrative model of brand love was first developed and then data was collected through an online survey (N = 322) in two countries (the USA and Portugal) with different characteristics (individualistic vs collectivistic). A structural equation model method was followed, including an exploratory factor analysis, confirmatory factor analysis and multi-group analysis to test the set of hypotheses. Findings As proposed in the initial model, results indicate that brand love is the result of a dynamic interaction between five integrated emotional dimensions: passionate driven behavior, commitment, affection and connection, consumer-brand identification and brand relationship. The multi-group analysis across countries suggests that the socio-cultural context, namely, the collectivistic vs individualistic nature of the sample, significantly influences the brand love experience. Originality/value This is the first brand love measurement scale developed from an etic perspective, encompassing complex and dynamic emotional dimensions that in combination, form the brand love experience. Results indicate that the brand love experience may significantly differ from culture to culture, pointing out the most relevant dimensions in each of the socio-cultural contexts that better predict brand love and its consequences. These findings are particularly relevant for practitioners working on global brand management.
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Loureiro, Sandra Maria Correia, and Namércio Pereira da Cunha. "Wine prestige and experience in enhancing relationship quality and outcomes." International Journal of Wine Business Research 29, no. 4 (November 20, 2017): 434–56. http://dx.doi.org/10.1108/ijwbr-04-2017-0033.
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Purpose The purpose of this study is twofold: conduct a systematic literature review on relationship quality; and analyse the effect of wine brand prestige and wine consumer experience on consumer satisfaction, as well as the wine brand image and word of mouth as outcomes. Design/methodology/approach The authors employed a systematic approach to develop the literature review and a survey was designed and used to collect responses from 479 wine consumers and tourists. Partial Least Squares approach was used to test the proposed model and analyse the findings. Findings The systematic approach allows to determine the core constructs of relationship quality, main antecedents and outcomes, which help in the conceptualisation of the proposed model. The findings of the survey suggest that wine brand prestige is more effective in enhancing consumer satisfaction than wine consumer experience. Consumer satisfaction acts as a mediator between wine brand prestige and wine consumer experience and the outcomes, that is, wine. Originality/value This research sheds light on a strategic and communicational development of prestigious wine brands to enhance wine image and keep wine tourists captivated.
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Feiz, Davood, and Hadi Moradi. "Creating consumer-based brand equity for customers by brand experience." Journal of Islamic Marketing 11, no. 6 (September 23, 2019): 1443–64. http://dx.doi.org/10.1108/jima-03-2019-0055.
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Purpose The purpose of this paper is to investigate the effect of brand experience on brand equity dimensions in the perspective of customers (including brand identification, physical quality, staff behavior quality, brand awareness, ideal self-congruence and life style-congruence) on brand satisfaction and loyalty in Iranian banking industry. Design/methodology/approach The author designed the conceptual model of the research based on the existing relationships between the research variables and the proposed hypotheses. By a questionnaire, the opinion of 288 customers and clients of selected branches of Melli and Tejarat banks were collected in two Provinces, including East and West Azerbaijan Provinces. The research hypotheses were tested using structural equation modeling. Findings The results of the paper showed that the brand experience directly affected all dimensions of brand equity. Also, the results indicated that except for lifestyle congruence, other dimensions of equity directly affected the customers' brand satisfaction. Originality/value This paper is significant, because it addresses the experience relationships and brand equity with the perspective of the customers of banks in an Islamic country, which affects the development of branding literature.
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Pulh, Mathilde, Rémi Mencarelli, and Damien Chaney. "The consequences of the heritage experience in brand museums on the consumer–brand relationship." European Journal of Marketing 53, no. 10 (October 7, 2019): 2193–212. http://dx.doi.org/10.1108/ejm-03-2017-0233.
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Purpose This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a museum, the brand proposes a specific experience that deserves attention because it is based on memory and communal identity, thus creating or strengthening a relationship with consumers. Design/methodology/approach Ethnographic case studies were conducted through direct observation and extensive interviews with 72 visitors at two brand museums, the Fallot Mustard Mill and the House of the Laughing Cow. Findings The results highlight the emergence/strengthening of the relationship between consumers and the brand through the development of intimacy with the brand and the emergence of supportive behaviors toward the brand in the form of commercial support, ambassadorship and volunteering. Research limitations/implications By characterizing and articulating the different relational consequences of visiting a brand museum, this research contributes to the literature dedicated to heritage experiences in consumption contexts and to the literature dedicated to consumer–brand relationships in servicescapes. Practical implications The study shows the necessity of grounding “heritage” in the physical setting of the brand museum to create a meaningful experience for visitors and, in turn, a deep relationship. Managers should treat brand museums as a relational tool in the marketing strategy of the brand and approach them from the perspective of long-term profitability. Originality/value While the literature has examined the spectacular and esthetic experiences brand museums offer, this study is the first to characterize the heritage experience and to document its consequences in terms of the consumer–brand relationship.
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Kim, Nayeon, and Hyunsoo Lee. "Biomimicry Based Facade Design Process Development - Focusing on the Facade of Brand Experience Center to Improve Brand Communication -." Journal of the Korean Institute of Interior Design 27, no. 4 (August 31, 2018): 72–83. http://dx.doi.org/10.14774/jkiid.2018.27.4.072.
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Qi, Yue, Hao Qi, Xu Dan Zhou, and Shao Jian Li. "CI and Web Design in Legacy Brand Enterprise." Applied Mechanics and Materials 687-691 (November 2014): 2415–18. http://dx.doi.org/10.4028/www.scientific.net/amm.687-691.2415.
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In today's information society with fierce market competition, the image of the well-known enterprises develop with the eras and adapt to enterprise development process, strengthening moderately, strengthening image planning design and subsequent modification are very necessary. Enterprise CI image and the spread of web design have become corporate image strategies, web image recognition design must create the corporate image which can represent the enterprise image, business strategy of the brand image. This paper analysis web page design from the enterprise CI brand characteristics, representing beauty and harmony, and have a visual experience.
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Rodriguez, Gillian Anne. "Shared landscapes." Journal of Place Management and Development 13, no. 2 (March 28, 2020): 105. http://dx.doi.org/10.1108/jpmd-07-2018-0050.
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Purpose This paper argues for the recognition of regional-consumers’ perceptions of growing food in the landscape. This paper aims to explore the hidden value of observed landscapes and lived “lifescapes” as unformulated brand experiences, particularly those relevant to regional meat. These inform the brand identity construct following Kapferer’s (1997) brand identity framework. It is the local consumers’ gaze, which is of interest, as this lives and digests the place. As an often unconscious experience, it must be recognised, articulated and formalised into a brand to enable authentic communications of place meaning to visitors. Design/methodology/approach In total, 20 soft-laddering interviews and hierarchical value maps identified the most frequent connections made by local residents for the Cumbrian fells. The cognitions and rationalisations used by residents in considering their lamb choices are revealed using this method and understanding of these linkages feeds into the development of brand identity (Kapferer, 1997). Gengler et al. (1995) offer a guide on means-end chain (MEC) data analysis, which was used in processing the data. Findings MEC findings showed that people experience places populated with flocks of sheep/local meat in production and perceive its qualities and characteristics as influenced by terroir conditions, by season and their own relationship with the landscape and with the local community. In essence, they experience the brand of these “products” prior to their status as products (Kapferer, 2007; Jacobsen, 2012). The revealed limitations of both servicescape and of attribute-related literature are discussed relative to the timing of the visual impact experienced by local consumers. Practical implications The paper provides a summary of the brand identity for Herdwick lamb (HL), which has emerged from the research process (Figure 2). This example may be useful in discussions with practitioners involved in HL brand development. Originality/value The opportunity to reveal local residents’ experiences of “pre-products” in the landscape is discussed as a source of latent and authentic brand relationships.
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Botschen, Guenther, Kurt Promberger, and Josef Bernhart. "Brand-driven identity development of places." Journal of Place Management and Development 10, no. 2 (June 5, 2017): 152–72. http://dx.doi.org/10.1108/jpmd-07-2016-0051.
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Purpose This paper aims to present an interdisciplinary approach for the development and design of place brands, which goes far beyond communication strategies and advertising campaigns. The so-called “Brand-driven Identity Development of Places” (short: BIDP) approach provides a structured three-phase model that can serve as a practical guide for the development of commercial, touristy, urban and rural places. Design/methodology/approach Longitudinal collaborative action research over a time span of 20 years plus extended case study research supported the evolution of the BIDP approach. Findings BIDP is a circular three-phase model starting with the definition of the intended place brand identity, which in Phase 2 becomes translated into concrete touchpoint experiences along the main constituents of the place, and finally materialising into the new place format. The case study of the City of Innsbruck is prototypically used to illustrate the application of the designed approach and to report achieved results. Research limitations/implications Place brand development based on translating socio-cultural meanings into touchpoint experiences to materialise and align place constituents is opening up new avenues to initiate and govern place development. At present, the approach is based on case studies in the western region of Austria and South Tyrol. Practical implications The three-phase model represents a practical tool for place brand managers, who want to renew and to develop their place format in a structured way. The BIDP model can be applied for all forms of places. Social implications Foremost, the described place branding collaborations reassure the proposition of Olins (2002) and Schmidt (2007) that place branding is a crucial internal project that unites groups of people around a common strategic vision providing sense and direction besides reaching out to the traditional customer–stakeholder audience. Originality/value A structured model for brand-driven place development, which evolved during 20 years of longitudinal collaborative action research with executives and representatives of commercial, touristy, urban and rural places, BIDP locks into anthropological research findings where cultural meanings are considered as the main source for the construction of brand identities.
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Millspaugh, Jennifer, and Anthony Kent. "Co-creation and the development of SME designer fashion enterprises." Journal of Fashion Marketing and Management 20, no. 3 (July 11, 2016): 322–38. http://dx.doi.org/10.1108/jfmm-10-2015-0085.
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Purpose – The purpose of this paper is to examine the co-creation of small and medium enterprise (SME) designer fashion brands during internationalisation. Design/methodology/approach – As an exploratory study, this research utilises grounded theory methodology and incorporates the use of 38 semi-structured in-depth interviews with designer fashion enterprises (DFEs) and their support network of sales and PR agencies. Findings – Co-creation was identified as an important element for the successful integration of the entrepreneurial DFE into the global fashion industry network. Within relationship marketing, the concept of co-creation emphasises consumer experience, influence and power in the development of brand value. However current understanding of co-creation inadequately explains the development of the entrepreneurial designer fashion brand, requiring examination of the concept using grounded theory. The findings of this research highlight how these SMEs react and respond to the interpretation of their brand identity through the co-creation process as they seek to introduce and grow their firms within the global fashion marketplace. Originality/value – This paper identifies the influence of industry stakeholders on the process of fashion brand co-creation. Additionally, by identifying the process by which the entrepreneurial DFE navigates the introduction of their collections to the industry’s network, and responds to interpretations of the firm’s brand identity, this paper recognises the influence of the firm throughout the co-creation process.
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Kim, Min-Seong, Dong-Jin Shin, and Dong-Woo Koo. "The influence of perceived service fairness on brand trust, brand experience and brand citizenship behavior." International Journal of Contemporary Hospitality Management 30, no. 7 (July 9, 2018): 2603–21. http://dx.doi.org/10.1108/ijchm-06-2017-0355.
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Purpose Service fairness has been conceptualized as a major part of the foodservice industry due to the intangibility of foodservice, which is difficult to be evaluated by customers. Considering this challenge, this study investigates the impacts of perceived service fairness dimensions in encouraging brand citizenship behaviors (i.e. brand enthusiasm and brand endorsement) along with the mediating roles of brand trust and brand experience in the foodservice industry. Design/methodology/approach Based on an established framework of perceived service fairness, brand trust, brand experience and brand citizenship behavior, an exploratory conceptual model was formulated and empirically assessed. Survey data were collected from customers of casual dining franchise restaurants in Korea. Data analysis consisted of frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis and structural equation modeling. Findings The empirical results indicated that brand trust was significantly influenced by price, procedural, outcome and interactional fairness, while brand experience was significantly affected by price, outcome and interactional fairness. Additionally, brand trust and brand experience had positive influences on brand enthusiasm and brand endorsement, respectively. Practical implications A foodservice enterprise’s violation of customers’ fundamental need for fairness leads to negative outcomes, such as customers voicing the undesirable situation and/or leaving the restaurant. Thus, this study provides a strategy for maintaining service fairness to better develop brand relationships with customers in the restaurant industry. Originality/value There is a paucity of research on the effect of perceived service fairness on brand development in the restaurant industry. The findings provide greater insights into the impacts of perceived service fairness, brand trust and brand experience on customers’ brand citizenship behaviors.
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Lourenção, Marina Toledo de Arruda, Letícia Miyamaru, Janaina de Moura Engracia Giraldi, and Silvia Inês Dallavalle de Pádua. "Development of sectoral brands with emphasis on structure and processes." Business Process Management Journal 26, no. 1 (June 10, 2019): 24–58. http://dx.doi.org/10.1108/bpmj-09-2017-0254.
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Purpose Sectoral brand management processes have presented planning, development and implementation challenges. With the aim of reducing these managerial problems, the purpose of this paper is to revise the structure and the processes of the sectoral brands management. Design/methodology/approach This is a qualitative exploratory study, with its unit of analysis being the process of managing the brand of the Brazilian fashion sector. Primary data collection was obtained through in-depth interviews with the seven industry associations and with the company responsible for the brand consulting. The secondary data used were reports about the branding process of the brand provided by respondents. Data analysis was provided by using the VSM to modeling sector structure and BPMN to processes modeling. Findings The results present a new sectoral brand structure and process to reduce existing barriers. Three sections were carried out: analysis and modeling of the current structure and processes of sectoral brand management; presentation of the current structure and processes problems; analysis and modeling of future structure and processes of sectoral brand management. Research limitations/implications A theoretical contribution is provided in the literature of systems, processes and sectoral brands, since there are no previous studies that elaborated a system structure and process for sectoral brands. In addition, other theoretical contribution is the presentation of a future process model that relates brand management process with its system structure, that is, it relates BPM analysis with VSM. Practical implications It is also possible to indicate that VSM and BPM can contribute to the management of sectoral brands, through the structural and process problems identification and also by making possible to suggest future management improvements to reduce the barriers that were identified. Originality/value The present study originality is the approach of the first analysis of sector brand management with emphasis on its structure and processes that were experienced by the Brazilian fashion sector.
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Tewary, Ashwini Kumar, and Ritu Mehta. "Brand development and entrepreneur’s role in small businesses." Journal of Research in Marketing and Entrepreneurship 23, no. 1 (May 5, 2021): 159–74. http://dx.doi.org/10.1108/jrme-06-2020-0074.
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Purpose The purpose of this paper is to frame the guidelines for brand building for micro, small and medium enterprises (MSMEs) and evaluate the role of the entrepreneur in the brand management process. Design/methodology/approach A qualitative study comprising in-depth interviews of 20 Indian MSME entrepreneurs who had experience with brand-building was conducted. The entrepreneurs were probed regarding the brand management process and their role in the brand-building efforts in their organization. The guidelines that emerged from the study were compared and contrasted with those proposed in Krake’s model, and a new model for brand-building is proposed. Findings The improvised new model highlights the importance of “name of the brand”, “managing finance simultaneously” and “exit strategy” as important factors for the creation of a successful brand, amongst other factors revealed in extant literature. The interviews also reveal that an MSME headed by a passionate entrepreneur who accommodates professional expertise witnesses a greater chance of success. Originality/value In spite of the growing importance of SMEs, scant attention has been paid to the issue of branding in SMEs. This study contributes to the literature on branding and small business research by examining and advancing the brand-building guidelines developed by Krake. It further looks at the role of the entrepreneur in the entire process of brand building in the increasingly evolving Indian market.
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MIFTAHUDDIN, Asep, Bambang HERMANTO, Sam'un Jaja RAHARJA, and Arianis CHAN. "CITY BRANDING AND ITS VARIABLES: THE EVIDENCE FROM INDONESIA." GeoJournal of Tourism and Geosites 34, no. 1 (March 31, 2021): 240–44. http://dx.doi.org/10.30892/gtg.34132-643.
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This study aims to analyze city branding in tourist areas, with the variables being studied city brand attractiveness, tourism experience, city brand attitude, and city brand equity in tourism areas in Indonesia. This research method uses a quantitative approach with online surveys design, namely by taking a sample from a population and using a questionnaire to collect data. The main thing is that there is a hypothesis that will be tested for truth in this study. The survey questionnaire used is the Ministry of Education and Culture survey form. The research sample was conducted on 181 visitors to Bandung Barat, Indonesia. Structural equation modelling in this study uses a partial least square (PLS) structure. The research findings show city brand attractiveness and tourism experience on city brand equity through city brand attitude. This study produces a new model, namely, city brand attitude as a moderating variable that plays an essential role in building city brand attractiveness and tourism experience, which have the tourists primary preference. The tourist of Bandung Barat to be used as an affirmation of the identity of a vital city branding compared to other cities.
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Drewniak, Rafał, and Robert Karaszewski. "Brand management in a situation of an economic crisis." Asia Pacific Journal of Marketing and Logistics 28, no. 4 (September 12, 2016): 743–58. http://dx.doi.org/10.1108/apjml-07-2015-0117.
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Purpose The purpose of this paper is to present modern marketing tools used by today’s businesses to maintain or strengthen the value of their brands in the conditions of deteriorating economic situation. The specific purpose is an analysis of activities that might be attempted by companies in emerging markets in order to increase the strength of their brands. Design/methodology/approach The paper presents the determinants of the development of brand value. An analysis has also been made of activities connected with the development of the brand based on the experience of the best brands in the world. Considerations are based on secondary sources, from national and international journals, books, magazines and specialist reports, as well as were supported by research results of the most valuable brands in the world. Findings The paper provides the insight of marketing activities, that may favor building brand value in the time of recession. It was suggested that recession may be a good time for some companies to invest in the brand. However, today’s competition conditions are forcing companies to used more modern marketing techniques in order to build a positive brand image. In addition, customers increasingly expect to be able to engage in brand and wish to influence its image. Practical implications The paper includes implications for companies in emerging markets, through which it is possible to effectively manage brand value in the time of crisis. These proposals are an important course of action for companies from emerging markets, which tend to increase the strength of its brand. Originality/value Due to the fact that the considerations in the paper relate to general proposals for action, the results can constitute a starting point for in-depth research in the future. An interesting issue would be to assess the effectiveness of the proposed activities in emerging markets.
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Górska-Warsewicz, Hanna, and Olena Kulykovets. "Hotel Brand Loyalty—A Systematic Literature Review." Sustainability 12, no. 12 (June 12, 2020): 4810. http://dx.doi.org/10.3390/su12124810.
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The aim of this study was to analyze hotel brand loyalty (HBL) based on a systematic literature review conducted according to the preferred reporting items for systematic reviews and meta-analysis (PRISMA) statements. Following these statements, we searched two databases (Scopus and Web of Science) for studies containing the term ‘hotel brand loyalty’. Additionally, the backward and forward snowballing methods were applied. Only empirical studies concerning loyalty towards brand hotels were included, resulting in 26 studies in the final review. The quality of the various studies was evaluated according to the Joanna Briggs Institute critical appraisal checklist. The studies included in the systematic review were analyzed in three areas: general details and study design (authorship, year of publication, type of study, research country or location, characteristic of the sample population, the purpose of stay or travel, type of hotels, hotel brands), research specifications (factors/variables, hypotheses, measurement items, data analysis), and general findings (findings related to HBL and managerial recommendations). To summarize the results, word cloud visualization was applied. For studies included in the systematic review, HBL was analyzed on two levels: in the context of factors determining the guest/tourist loyalty to the hotel brands (such as frequently mentioned brand awareness, brand image, and perceived quality) as well as those pertaining to models of brand equity. This highlighted the need for managers to perform activities in terms of brand experience and shape long-term relationships in order to strengthen loyalty to hotel brands.
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Karpov, Anatoly, and Alexander Merzlov. "The experience economy approach to marketing Les Plus Beaux Villages brand in Russia." Worldwide Hospitality and Tourism Themes 8, no. 3 (June 13, 2016): 373–79. http://dx.doi.org/10.1108/whatt-02-2016-0010.
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Purpose This study aims to analyze the possibilities for the development of an association of the most beautiful villages of Russia using an experience economy approach. Design/methodology/approach This study uses a case study approach based on the practices of the federation of the most beautiful villages of the Earth and the associations of the most beautiful villages of France, Italy, Japan, Canada and Germany. Findings Based on the analysis of the case studies of beautiful villages marketing in different countries and the methodology of the experience economy, the paper recommends essential changes in the management practices of the association of the most beautiful villages of Russia and its participants. Practical implications Several recommendations have been suggested for exploring, scripting and staging the experiences in beautiful villages of Russia. Originality/value The main output of this study is designed to provide guidance for the management of the association of the most beautiful villages of Russia, inhabitants of the most beautiful villages, rural tourism companies and local authorities in transition to the new experience economy approach accelerating the socioeconomic development of beautiful villages.
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Stojanovic, Igor, Luisa Andreu, and Rafael Curras-Perez. "Effects of the intensity of use of social media on brand equity." European Journal of Management and Business Economics 27, no. 1 (March 15, 2018): 83–100. http://dx.doi.org/10.1108/ejmbe-11-2017-0049.
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Purpose The purpose of this paper is to provide a comprehensive research of the effects of the intensity of use of social media on destination brand equity. The authors use the schema theory and a multidimensional approach of brand equity to analyse how social media communication affects brand awareness, brand image, customer value, brand quality and loyalty. Design/methodology/approach The authors carried out a quantitative study through a personal survey with structured questionnaire. The study population were international tourists, over 18 years of age, who were visiting the city of Valencia, Spain. Respondents were asked to take the questionnaire upon arrival in Valencia, that is, before they had any direct experience of the tourist destination and when their knowledge of the city came only from the sources of social media information they have used. The final sample size was 249 interviewees. Findings Findings confirm a positive effect of the intensity of social media use on brand awareness. Results also suggest that brand awareness influences other dimensions of brand equity and highlight the influence of the destination affective image on the intention to make WOM communication. Originality/value Its originality lies in a unique approach for data collecting and using the schema theory of cognitive psychology to understand the phenomenon of social media influence on tourist perception of destination brands. The findings contribute to the development of better social media marketing in order to manage destination brands online.
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Narcıkara, Elif, Yonca Gurol, and Ahmet Uzmez. "Creating Employer Brand." International Journal of Research in Business and Social Science (2147-4478) 5, no. 2 (March 22, 2016): 45–58. http://dx.doi.org/10.20525/ijrbs.v5i2.244.
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Contemporary companies are giving considerable importance to satisfaction of their internal customers as well as satisfying their exterior customers by their goods and products. In tis context, employer branding- an important concept developed by Simon Borrow- has been accepted as one of the most important developments of 1990s and myriad of companies has started to give importance to the mentioned point (Tüzüner, et al., 2009). Difficulties in finding talented employees, has made employer branding popular especially in service sector (Berthon vd. 2005; Knox and Freeman, 2006). According to information supplied from career portals, nowadays the highest number of job applications are being made to banking sector hence we were curious about this spesific sector in our study. Main sample of this study is composed of applicants that made job application to Albaraka Türk Participation Bank in the last three months prior to the design of this study. Aim of the study is measuring effects of employer branding dimensions in these applicant’s applicaitons behaviours and analyzing the relationship between their brand perceptions related to Albarak Türk Participation Bank and their levels of education and job experiences. With these purposes we used Berthon’s Employer Attractiveness Scale. Our survey has been applied to 500 job applicants from various education and experience levels and we used easy sampling method in choosing these applicants. Our survey, composed of 25 questions and Likert answer key with 7 answers has been brought to applicants via email and results have been analyzed by SPSS program. Our findings showed that rather than experience leves, education levels makes difference in appilicants perceptions about employer brand of the bank.
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Chang, Tsen-Yao, and Yu-Ju Chuang. "Cultural Sustainability: Teaching and Design Strategies for Incorporating Service Design in Religious Heritage Branding." Sustainability 13, no. 6 (March 16, 2021): 3256. http://dx.doi.org/10.3390/su13063256.
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Under globalization, a local brand must be managed by strengthening local uniqueness and representativeness to become a unique brand that is irreplaceable in the international market. An examination of Taiwan’s cultural characteristics and resources shows that religion has been the focus of the government’s tourism promotion in recent years. A religious site is filled with architectural, historical, aesthetic, and cultural elements. Through online marketing and multilingual introductions, the government has packaged Taiwan’s religious culture into a brand. Temples not only provide devotees with a place for spiritual sustenance but also offer them cultural tourism experiences. When service design is integrated into the branding process, the various touchpoints experienced are the key to promoting temple and tourist interactions. A culture can be converted into unique and representative patterns by using brand design strategies, thereby creating opportunities for cultural sustainability. This study chose a national monument temple in Yunlin County, Taiwan, as the study location. Through a course of instruction, students with professional design backgrounds were granted the opportunity to work in a monumental temple, where they practiced participatory learning, played the role of mentors, and developed design proposals. By using observation and interview methods as well as service design tools, the students identified problems and needs and proposed service design insights and design implementation plans. The results of this study were analyzed along with the design flow, course outcomes, and students’ open-ended questionnaires. Finally, a religious branding design strategy based on the core value of cultural sustainability was proposed.
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Francois Koukpaki, Adebayo Serge, Kweku Adams, and Adegboyega Oyedijo. "The contribution of human resource development managers to organisational branding in the hotel industry in India and South East Asia (ISEA): a dynamic capabilities perspective." Employee Relations: The International Journal 43, no. 1 (August 18, 2020): 131–53. http://dx.doi.org/10.1108/er-09-2019-0375.
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PurposeThis research explores the significant contribution of human resource development (HRD) managers in building organisational brands in the hotel industry through the lenses of dynamic capabilities for sustaining competitiveness.Design/methodology/approachUsing a qualitative case study design, this study deployed a semi-structured interview research method. It used a purposive sample of 20 HRD managers across twenty different hotels in India and South East Asia (ISEA) to explore their contribution to organisational brands. The data was analysed using thematic analysis.FindingsThe findings show the significance of HRD in building organisational brands. From a dynamic capabilities perspective, it was found that HRD has an impact on fostering brand awareness culture; HRD functional branding enhances the creation and sustaining of quality service culture; functional branding of HRD helps differentiate the brand and quality service, for product development and innovation by linking talent development and growth of key competencies and capabilities; brand training and behavioural training directly influence the right behaviour knowledge and effective communication that is translated into the enhancement of guest experience; and finally, organisational branding through branding culture and employer branding creates organisational wealth.Originality/valueThe authors propose a new conceptual framework for the branding of the Heroes to reclaim the HRD's splendour in the realm of other functions in the hotel industry in ISEA contexts. While the authors do not claim an external generalisability, we believe that an analytical application of this framework could be relevant in similar environments. The study also claims that HRD practitioners could use parallel literature repertoires from brand management discourse to value their strategic contributions in building and maintaining their reputational position at the board level. Practical implications and further research are discussed.
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Liu, Yong Jin. "Study of Logistics Park Planning and Design Based on E-Commerce Platform." Applied Mechanics and Materials 505-506 (January 2014): 907–10. http://dx.doi.org/10.4028/www.scientific.net/amm.505-506.907.
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Logistics industry is considered as the artery and basic industry of national economic development, its development level has become an important index to measure modernization and comprehensive national strength of a country. Meanwhile, modern logistics zone tends to more maximization, intelligent and ecological. Based on E-commerce platform, logistics park planning should actively develop e-commerce, build e-commerce platform, integrate leisure tourism experience service into traditional logistics park to enhance its popularity, build brand and drive the aggregation of people.
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Mainardes, Emerson Wagner, Vinicius Costa Amorim Gomes, Danilo Marchiori, Luis Eugenio Correa, and Vinicius Guss. "Consequences of customer experience quality on franchises and non-franchises models." International Journal of Retail & Distribution Management 47, no. 3 (March 11, 2019): 311–30. http://dx.doi.org/10.1108/ijrdm-09-2018-0211.
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Purpose The purpose of this paper is to verify the differences of the influence of customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention of franchise customers and non-franchise customers. Design/methodology/approach After developing two questionnaires, the authors collected 523 responses from Brazilian franchise users (Questionnaire 1) and 574 of non-franchise users (Questionnaire 2). The authors proceed to a confirmatory factor analysis, based on covariance (CB-SEM). In order to compare the results between franchises and non-franchises, the authors have performed a multi-group analysis with support of AMOS. Findings The results show that customer experience quality of the franchise customers tends to result in a better purchase intention, giving indications of better quality and brand trustworthiness when compared to non-franchises. This comparison shows indications of the competitive advantage of franchises over non-franchises, justifying the investments that market companies have been making in the development of the customer experience quality. Originality/value The research contributes to the understanding of the impact of the customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention that directly affects the performance of the franchises, empirically investigating the customer experience quality in the context of franchises using the adapted EXQ scale. Complementarily, it is compared with non-franchises to observe the differences between them.
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Mutiara, Maitri Widya, and Ardya Kristina. "PENGARUH BRAND IMAGE TERHADAP IMPLEMENTASI DESAIN INTERIOR STUDI KASUS MUSEUM BASKET THE BUCKETLIST, BOGOR." Jurnal Muara Ilmu Sosial, Humaniora, dan Seni 4, no. 1 (April 30, 2020): 145. http://dx.doi.org/10.24912/jmishumsen.v4i1.7750.2020.
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Brand image is a representation of the whole brand and is formed from information and past experience of the brand. Implementation of brand image in interior design will provide a positive image. The museum is an institution that has properties, one of which is Basketball is a popular sport in Indonesia. But unfortunately, the history of basketball development in Indonesia has not been well documented. The Bucketlist is a place as a basketball history museum in Indonesia. Research methods to support the results of the design carried out in this paper are literature studies, site studies / floor plans and focus group discussions. This research is the basis for making design decisions on the Interior design of The Bucketlist Basketball Museum. In order to attract visitors, a strong brand image is needed. Brand image is a representation of the overall perception of the brand and is formed from information and past experience of the brand. Servicescape itself is a physical environment which includes services in an interior or exterior facility. Awareness of this servicescape will affect users and visitors of the place. Based on the FGD that has been done, The Bucketlist's brand image is basketball-focused, experience-oriented, instagrammable, and family friendly. The brand image that has been determined from the results of this discussion becomes the basis for the formation of the image of the space to be applied in the interior design of the Bucketlist Basket Museum. In its application, all four aspects of the brand image have been applied but there is still room for maximization given the current project is still running.Perancangan interior yang baik memiliki banyak pertimbangan yang akan membuat nyaman penggunanya. Sehingga pengguna adalah sebagai salah satu pertimbangan dalam perancangan. Dalam ruang publik, selain pengguna juga perlu mempertimbangkan citra ruang tersebut yang sesuai dengan citra brand yang dapat dilihat melalui brand image. Brand image merupakan representasi dari keseluruhan merek dan dibentuk dari informasi dan pengalaman masa lalu terhadap merek tersebut. Implementasi brand image dalam desain interior akan memberikan citra yang positif. Museum merupakan lembaga yang memiliki sifat, salah satunya adalah Basket merupakan olahraga yang digemari di Indonesia. Akan tetapi, sejarah perkembangan basket di Indonesia belum terdokumentasikan dengan baik. The Bucketlist hadir menjadi wadah sebagai museum sejarah basket di Indonesia. Dalam rangka menarik pengunjung, diperlukan brand image yang kuat. Brand image adalah representasi dari keseluruhan persepsi terhadap merek dan dibentuk dari informasi dan pengalaman masa lalu terhadap merek itu. Servicescape sendiri merupakan lingkungan fisik yang di dalamnya mencakup pelayanan pada suatu fasilitas interior ataupun eksterior. Kesadaran akan servicescape ini akan mempengaruhi pengguna maupun pengunjung tempat tersebut. Metode penelitian untuk mendukung hasil desain yang dilakukan dalam penulisan ini adalah studi literatur, studi tapak/denah dan diskusi kelompok terarah (FGD). Penelitian ini menjadi dasar pengambilan keputusan-keputusan desain pada desain Interior Museum Basket The Bucketlist. Hasil penelitian ditemukan bahwa, brand image The Bucketlist adalah basket-focused, experience-oriented, instagrammable, dan family friendly. Brand image yang sudah ditetapkan dari hasil diskusi ini menjadi dasar bagi pembentukan citra ruang yang ingin diterapkan dalam desain interior Museum Basket The Bucketlist. Dalam penerapannya, keempat segi brand image sudah diterapkan namun masih terbuka ruang untuk dimaksimalkan mengingat saat ini proyek masih berjalan.
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Alperytė, Irena, and Margarita Išoraitė. "Developing a City Brand." Journal of Intercultural Management 11, no. 4 (December 1, 2019): 1–27. http://dx.doi.org/10.2478/joim-2019-0022.
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Abstract The article analyses theoretical aspects of a city brand definition, applying cases of various brands of Lithuanian cities. A brand is any sign or symbol which helps to distinguish goods or services for one person from the goods or services of another, and which may be represented graphically. The brand can be a variety of symbols, their combination, and other visual manifestations of information, such as words, names, slogans, letters, numbers, drawings, emblems; or spatial characteristics of the product itself – its image, packaging, shape, color, color combination or a combination of all these. City development usually includes an image dimension. The common ground for this is that a well-known toponym often generates events, investments, etc. Many cities are actively positioning and promoting their strategic intentions. Often times a city brand is associated with its fight for investment, tourist numbers, or successful businesses. Objective: To scrutinize relevant theories applicable to city visual branding; to look through various definitions of the city branding and envisage some advantages and disadvantages they might pose; and to analyze various case studies so that we could summarize the methodologies of why and how we could better position our local products globally. Methodology: The case study methods were used as part of a complex study and combined with in-depth interviews as well as benchmarking methods from various sources. In-depth interview method was used to obtain expert opinions on the subject. The in-depth interview method helped to analyze logo usage, goals, define pros and cons, and evaluate the results of logo design in urban development. This method was chosen to collect detailed and authentic material based on the attitudes and experiences of those involved in such a creative process. Findings: The conclusion was reached that since a place prompts a lot of variables, in the future we need to consider more numerous components, such as population, industries, landscape, economies or history, etc. The hypothesis was confirmed about the variables of the city to be further considered for (re)branding, such as the cost, semantic complexity, societal charge, and the dynamics (changeability, or rigidity). As for the methodologies, we arrived at the conclusion that the best way to create a viable city brand is a collaboration between different stakeholders. Value Added: The article adds to European experts’ suggestion of rethinking the concept of design itself, as until now a one-sided approach to design as a means of schematizing a product has prevailed. This approach, even regulated by Lithuanian law, does not cover the whole process of creating and implementing an idea. “Design is a problem-solving approach that focuses on the user during its development. It can be applied in both the public and private sectors to promote innovation in products, services, processes and even legislation,” says Dr Anna Whicher, expert on design policy and strategy of the European Commission. In other words, design has been increasingly integrated into the science, business, social and service sectors to maximize innovation. As many as 63 percent of Lithuanian businesses do not use design solutions (product design, stylization or business strategy development) at any stage of production. This figure is below the EU average, where almost half of all businesses already integrate design solutions into their operations. Lithuania is also one of the 13 countries in Europe (out of 28) that does not have design policy documents or a community uniting organization, such as design centers in Great Britain, Denmark, Estonia or other countries. The paper invites Lithuania to re-think its design development policies at large, paying attention to urban design solutions in particular. Recommendations: In further research, while selecting potential expert for city logo development, it is recommended that priority should be given to (a) responsible experts in strategic / territorial and national policy making or related activities, (b) experts with knowledge of sustainable development, (c) independent sustainable development analysts / consultants / private and academic or who have implemented specific project-based SDs both nationally and internationally. The stakeholders in this process should be representing: 1) Public Sector, 2) NGOs, 3) Private Sector, 4) Academy and 5) Independent Experts.
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Hwang, Jinsoo, Heesup Han, and Seung-woo Choo. "A strategy for the development of the private country club: focusing on brand prestige." International Journal of Contemporary Hospitality Management 27, no. 8 (November 9, 2015): 1927–48. http://dx.doi.org/10.1108/ijchm-07-2014-0353.
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Purpose – The purpose of this study was to examine the antecedents and consequences of brand prestige in the private country club industry. More specifically, it was proposed that five attributes of a private country club form brand prestige: golf course conditions, service quality during a round, food and beverage cart service, golf shop and clubhouse food and beverage service. In addition, it was also hypothesized that brand prestige can result in three managerial outcomes: social value, brand attachment and brand loyalty. During the theory-building process, it was proposed that brand consciousness moderates the relationship between brand prestige and its outcome variables. Design/methodology/approach – Based on the theoretical relationships between the conceptual constructs, a model was proposed and then tested utilizing data collected from 290 amateur golfers in the USA. Findings – Data analysis results show that four attributes of a private country club (all except for food and beverage cart service) help to enhance brand prestige and, thus, aid in the creation of social value, brand attachment and brand loyalty. Lastly, brand consciousness plays a moderating role in the relationship between brand prestige and brand loyalty. Practical implications – First, private country clubs are required to consider golf course management before (e.g. hiring top golf architects) and after operating the club (e.g. hiring competent golf course managers). Second, private country clubs need golf course rangers with much experience who can properly manage pace of play. Third, the golf shop needs to prepare diverse souvenirs that well symbolize the private country club. Fourth, the clubhouse at private country clubs needs to provide services at the same level as that found in fine dining restaurants. Originality/value – Despite the important role played by the prestigious image, no research has attempted to empirically test its influence on the private country club industry. Therefore, this study is the first to apply the concept of brand prestige to the private country club industry. In this regard, the study extends the existing literature on brand prestige by finding the antecedents and consequences in the private country club industry.
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Rezaei, Sajad, Ebrahim Mazaheri, and Ramin Azadavar. "Determinants of experienced tourists’ satisfaction and actual spending behavior: a PLS path modelling approach." International Journal of Culture, Tourism and Hospitality Research 11, no. 2 (June 5, 2017): 157–81. http://dx.doi.org/10.1108/ijcthr-09-2015-0107.
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Purpose The purpose of this paper is to examine the impact of customer perceived relationship marketing (CPRM), service quality and brand experience on tourists’ satisfaction and actual spending behavior in the emerging hospitality industry in Iran. Design/methodology/approach A total of 308 valid questionnaires were collected to empirically evaluate the measurement and structural model using the PLS path modelling approach, a variance-based structural equation modelling (VB-SEM) technique. Findings The results support the causal relationships that exist between the exogenous and endogenous constructs. Furthermore, three other factors were found to be second-order constructs: brand experience (reflective-reflective) comprising of sensory, affective, behavioural and intellectual; service quality (reflective-reflective) comprising of tangibility, reliability, responsiveness, assurance and empathy; and actual spending behaviour (reflective-reflective) comprising of dining frequency and dining expenditure. Originality/value Current literature has commonly investigated the attitude, satisfaction and behaviour of a traveller’s intentions; however, limited research has examined an experienced tourist’s actual spending behaviour in an emerging hospitality industry environment, such as Iran.
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Seo, Yuri, Carol Kelleher, and Roderick J. Brodie. "Broadening brand engagement within the service-centric perspective." Journal of Service Theory and Practice 27, no. 2 (March 13, 2017): 317–35. http://dx.doi.org/10.1108/jstp-02-2015-0055.
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Purpose While extant service-centric research has largely focussed on managerial advantages, few studies have addressed how brand engagement emerges in the broader context of consumer lives. The purpose of this paper is to develop a novel intersubjective hermeneutic framework that bridges the socially constructed as well as the individualised meanings of brand engagement in the context of service research. Design/methodology/approach This conceptual paper adopts a theory-building approach based on recent developments in the service-centric marketing literature. Findings The authors offer a novel theoretical perspective that recognises the intersubjective and phenomenological nature of individual and collective consumer brand experiences, and show how such experiences emerge from socially constructed brand engagement practices using the co-constituting lens of value-in-use. Research limitations/implications The proposed conceptual framework invites further empirical and contextual investigations of intersubjective brand engagement in both online and offline contexts. Originality/value The contribution of this framework is twofold. First, the authors draw on the intersubjective orientation and hermeneutic framework to provide conceptual clarity in relation to the nature of brand engagement practices, brand experiences, and value-in-use, and discuss their interrelationships. Second, the authors address the nature of meaning ascribed to engagement beyond customer-firm-brand relationships, and discuss why any given consumer’s experience of brand engagement reflects a complex dialectic between socially constructed and individualised brand meanings. In doing so, the integrative framework recognises the interplay between the intersubjective and phenomenological natures of consumer brand experiences, and offers insights as to how these experiences are framed by broader socially constructed engagement practices.
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Roncha, Ana, and Natascha Radclyffe-Thomas. "How TOMS’ “one day without shoes” campaign brings stakeholders together and co-creates value for the brand using Instagram as a platform." Journal of Fashion Marketing and Management 20, no. 3 (July 11, 2016): 300–321. http://dx.doi.org/10.1108/jfmm-10-2015-0082.
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Purpose – The purpose of this paper is to demonstrate the power of social media networks, namely Instagram, in building brand communities and co-creating value for brands. By analysing the 2015 campaign #withoutshoes by TOMS, the authors intend to demonstrate how the value creation process can be extended to involve all stakeholders and raise the effectiveness of a brand’s communication campaign. Design/methodology/approach – A qualitative approach was taken to enable an understanding of online consumer behaviour. A series of qualitative semi-structured interviews were conducted with retail and marketing professionals from the TOMS brand to explore brand strategy. The TOMS Instagram account was analysed for a specific marketing communications event and summative content analysis was applied to the brand’s Instagram profile in order to allow for an in-depth exploration of the co-creation process. Triangulation was used for the multiple sources of evidence in order to build the study and to establish the convergence of data results, to diminish bias and to increase accuracy of the research data (Saunders et al., 2009). Findings – Through a detailed overview of the campaign developed by TOMS, this paper explores how TOMS fosters the formation of consumer-brand-relationships as well as maps out the advantages of value co-creation. The research findings support the literature on co-creation, which argues that the way to achieve innovation and value creation in the changing and challenging marketing landscape is through co-creation. This study adds to the findings that co-creation strategies are a privileged manner of nurturing customer relationships and of lowering costs for marketing and research and development (Sawhney et al., 2005; Prandelli et al., 2006). Originality/value – There are a relatively limited number of studies focusing on the Instagram platform, and of those carried out thus far most concentrate on how the platform interprets cultural issues, rather than how it can be used effectively as a marketing strategy and how it can leverage user’s preferences. Also, not a lot of studies have focused on the relationship between value co-creation and its relevance and impact on brands through engagement processes and the role of experience in brand building. Brand value co-creation through human experiences can provide considerable implications for brand management (Prahalad and Ramaswamy, 2004a) as well as be a key component in the building process of customer experiences. This study suggests new approaches to getting useful insights about how brands can use social media to further engage with their target audience though an integrative framework of brand value co-creation with theoretical underpinning.
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Saenger, Christina, Veronica L. Thomas, and Dora E. Bock. "Compensatory word of mouth as symbolic self-completion." European Journal of Marketing 54, no. 4 (February 27, 2020): 671–90. http://dx.doi.org/10.1108/ejm-03-2018-0206.
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Purpose When consumers experience a self-threat that calls their self-concept into question, the ensuing psychological discomfort motivates them to restore their self-perceptions on the threatened attribute. Although consumers can restore a threatened self-perception by consuming products and brands that possess the desired symbolic associations, this study aims to propose that word of mouth can serve to resolve self-threat and restore a threatened self-perception when the brand at the center of a word-of-mouth communication is symbolically congruent with the domain of the threat. Design/methodology/approach Experimental online survey research was conducted, inducing self-threat, manipulating brand and word-of-mouth conditions and measuring self-perceptions. Data for three studies were analyzed using SPSS and Hayes’ (2013) PROCESS macro. Findings Three studies show that spreading word of mouth can restore consumers’ threatened self-perceptions when the brand is symbolically congruent with the threat domain. Word of mouth about a symbolically congruent brand alleviates psychological discomfort, resulting in higher self-perceptions on the threatened attribute. The restorative effect is amplified for lower self-esteem consumers. Research limitations/implications Participants in the focal conditions were required to spread word of mouth, which may not be an organic response for all consumers; although not spreading word of mouth is ineffective, other compensatory consumer behavior options exist. The brand option was provided to participants, which allowed for control but may have reduced some of the realism. Practical implications Positioning brands to meet consumers’ psychological needs encourages the development of consumer–brand attachments. Brands that resonate with consumers reap the benefits of consumers’ active loyalty behaviors and enjoy stronger brand equity. The present research implies a new way consumers can form brand attachments: by spreading word of mouth to resolve self-threat. As many consumers post detailed, personal information online, this research suggests firms can align their brand messages with relevant identity-related discrepancies. Originality/value This research extends the symbolic self-completion compensatory consumption strategy to the word-of-mouth context, showing that consumers can achieve the same restorative effect as consumption by spreading word of mouth. This research also contributes to compensatory word-of-mouth literature by establishing the role of brand meaning.
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Bilgihan, Anil, Jay Kandampully, and Tingting (Christina) Zhang. "Towards a unified customer experience in online shopping environments." International Journal of Quality and Service Sciences 8, no. 1 (March 21, 2016): 102–19. http://dx.doi.org/10.1108/ijqss-07-2015-0054.
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Purpose – New developments in e-commerce and m-commerce technologies along with the wide adoption of mobile devices and social media have enabled companies to enhance customers’ shopping experiences and their interaction with brands anytime, anywhere. The purpose of this paper is to develop a theoretical model for a unified online customer experience by drawing from related literature on consumer behavior in the online contexts. Design/methodology/approach – By synthesizing extant consumer behavior and e-commerce literature, this paper seeks further understanding of online customer experience and offers strategies for e-commerce marketers and Web site designers. Findings – The findings of this paper indicate that easiness to locate the Web site/app, ease of use, perceived usefulness, hedonic and utilitarian features, perceived enjoyment, personalization, social interactions and multi-device compatibility are the antecedents of the unified online customer experience. Brand engagement, positive word of mouth (WOM) and repeat purchase are the outcomes of compelling online customer experience. Practical implications – A significant amount of potential revenue is lost globally due to poor online customer experiences, resulting in e-commerce not reach its potential. E-commerce companies should “hook” customers by providing compelling online experiences. Originality/value – Given that customer’s experience has become one of the most important and competitive outcome variable for contemporary companies, the results will benefit e-commerce marketers and Web site designers.
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Holbrook, Morris B. "Essay on the origins, development and future of the consumption experience as a concept in marketing and consumer research." Qualitative Market Research: An International Journal 21, no. 4 (September 10, 2018): 421–44. http://dx.doi.org/10.1108/qmr-04-2018-0041.
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Purpose This paper aims to trace the origins, development and future of the consumption experience as a concept in marketing and consumer research. Design/methodology/approach The author relies on subjective personal introspection to describe his involvement in the introduction and elaboration of the consumption-experience concept. Findings The author finds that the concept of the consumption experience has extended to many areas of marketing and consumer research, with widespread applicability in the creation of brand-related promotional messages. Research limitations/implications The consumption experience is central to our understanding of consumers and deserves full exploration in the work of consumer researchers. Originality/value Working with Professor Elizabeth Hirschman, the author played a pioneering role in understanding the consumption experience and is happy to see that their contribution has encouraged others to pursue related themes.
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El-Adly, Mohammed Ismail, and Amjad Abu ELSamen. "Guest-based hotel equity: scale development and validation." Journal of Product & Brand Management 27, no. 6 (September 17, 2018): 615–33. http://dx.doi.org/10.1108/jpbm-09-2017-1570.
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PurposeThis paper aims to measure customer-based brand equity in the context of hotels, and to develop and empirically validate a new scale, named guest-based hotel equity (GBHE), by incorporating the customer perceived value of hotels as a multidimensional construct in addition to its traditional dimensions (i.e. brand awareness and brand image).Design/methodology/approachA structured and self-administered survey was used, targeting 348 hotel guests who were surveyed about their experience with the last hotel they had stayed in during the previous year. Exploratory and confirmatory factor analyses were used to assess the research constructs dimensions, unidimensionality, convergent and discriminant validity and composite reliability.FindingsThe empirical findings indicate that GBHE is a multidimensional construct with nine dimensions, namely, hotel awareness, hotel overall image and seven dimensions of customer perceived value (i.e. the values of price, quality, self-gratification, aesthetics, prestige, transaction and hedonism). The new scale is found to have excellent psychometric properties; it has demonstrated its predictive power on behavioral intentions.Research limitations/implicationsAlthough the authors believe that the sample size was reasonable and adequate for conducting CFA analysis, a bigger sample would be better and might increase the robustness of the proposed scale. In addition, to avoid the retrieval failure problem, hotel guests should be surveyed just after their stay in the hotel or not long afterwards. Further, the hotel classification or hotel star rating was not considered in developing and validating the GBHE scale.Practical implicationsThe findings of this study provide hotel managers with a new tool to use in assessing the experiential value of the hotel brand equity, other than conventional hotel awareness and brand image. Further, using the multidimensional construct of perceived value provides hotel managers with more insights into what aspects of hotel brand equity they should focus on to influence the behavioral intentions of their guests.Originality/valueThe originality of this research is highlighted in several points. First, it develops and empirically validates a new scale to measure customer-based brand equity in the hotel context, that is, GBHE. Second, it incorporates the customer perceived value of hotels not as a unidimensional construct that is concerned only with cost, but as a multi-dimensional construct which includes in the GBHE scale dimensions that are both cognitive (i.e. of price and quality) and affective (i.e. of self-gratification, aesthetics, prestige, transaction and hedonism) in addition to its traditional dimensions (i.e. brand awareness and brand image). Third, it assesses the predictive power and relative importance of the GBHE dimensions for behavioral intentions (i.e. loyalty to hotels). Finally, no research has been done so far on the brand equity of hotels in the United Arab Emirates (UAE), although it is considered a fertile soil for tourism in the Arabian region.
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Yuan, Jiu Gen, Zhi Guo Li, and Ruo Nan Xing. "Design Research of Electronic Journal System Based on ASP.NET." Applied Mechanics and Materials 556-562 (May 2014): 5535–38. http://dx.doi.org/10.4028/www.scientific.net/amm.556-562.5535.
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The electronic magazine is an emerging information load bearing way, which has brought the brand-new network reading experience to us. It depends on the Internet platform to issue regularly. Users may browse and subscribe it at any time. This electronic magazine system is based on the Asp.net technology and it takes SQL Server as the database development tools. This article introduces the concept of electronic magazine system firstly, and analyzes the electronic magazine system from the technical feasibility and system demanding. Finally it designs overall from the front desk display, the backstage management module function and the database design. So we developed electron magazine system which has function, targeted and simple operation.
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Ilicic, Jasmina, Stacey Baxter, and Alicia Kulczynski. "Pseudohomophones as brand names." European Journal of Marketing 52, no. 9/10 (September 10, 2018): 1909–30. http://dx.doi.org/10.1108/ejm-07-2017-0485.
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Purpose The purpose of this study is to introduce the homophone emotional interest superiority effect in phonological, or sound-based, priming, whereby pseudohomophone brand names (i.e. non-words that are pronounced identically to English words, for example, Bie) prime brand meaning associated with the member of the homophone pair that is emotionally interesting (i.e. Bie will be prime brand avoidance (purchase) when consumers are emotionally interested in the homophone bye [buy]). Design/methodology/approach Studies 1 and 2 examine the effect of homophone emotional interest on brand judgements and behaviours. Study 3 investigates the role of boredom with the brand name in attenuating the homophone emotional interest superiority effect. Findings Findings indicate that pseudohomophone brand names prime brand judgements and behaviours associated with the word from the homophone pair that evokes emotional interest. Study 2 provides further evidence of homophone emotional interest as the process influencing brand judgements and behaviours. Study 3 establishes that the effect of pseudohomophone brand names on brand judgements weaken when boredom with the brand name is induced. Research limitations/implications This study is limited, as it focuses only on fictitious brands and methodologically creates boredom in a way in which may not be typical of what would be experienced in the real world. Practical implications This study has important implications for brand managers in the development of new brand names and in prioritising the intended homophone pair from a pseudohomophone brand name to influence consumer judgements and behaviours. Originality/value This study introduces and provides evidence of a homophone emotional interest superiority effect. This study also identifies a condition under which the homophone emotional interest superiority effect is attenuated.
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Castillo-Villar, Fernando Rey. "Urban icons and city branding development." Journal of Place Management and Development 9, no. 3 (October 10, 2016): 255–68. http://dx.doi.org/10.1108/jpmd-03-2016-0013.
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Purpose The purpose of this paper is to understand how future urban icons can effectively contribute to the development of an authentic city brand linked to local identity. Urban icons have been one of the main tools of city branding to promote a unique and distinctive image of the city. However, the rising of the globalization reflects a series of strong dilemmas regarding the contemporary urban icons because these have been reproduced in a standardized way around the world without any connection to the local context. Design/methodology/approach This exploratory study consisted of 30 in-depth interviews with visual aids of urban icons conducted with local residents of the city of Monterrey, Mexico. Findings The results demonstrate that the acceptance of a contemporary urban icon by local residents depends on their relationship with the most representative aspects of the local identity and their ability to generate positive experiences. The outcomes of the research suggest that future urban icons should favor the local identity and the free coexistence between local residents over the attractive visual design and the private space. Originality/value The article discusses the dynamics between urban icons and the city brand from a new theoretical approach supported by empirical evidence. The novelty of this approach consists of the vision of the urban icon as an element capable of linking the city brand with the values and ideals of local residents.
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Sharma, Priyanka, Raghu Nandan Sengupta, and J. David Lichtenthal. "Facets of business-to-business brand equity: mixed-methods approach." Marketing Intelligence & Planning 37, no. 7 (October 7, 2019): 754–69. http://dx.doi.org/10.1108/mip-10-2018-0437.
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Purpose The purpose of this paper is to highlight various aspects of business-to-business brand equity (B2BBE) and explain relative impact of marketing/advertising, research and development (R&D), human resource and distribution network to build compelling business brands that display better firm performance. Design/methodology/approach A total of 51 in-depth semi-structured interviews with distributors and industrial buyers revealed different facets of B2BBE. Generalized method of moments (GMM) was applied on a large-scale panel data set of industrial firms to estimate the effects of firms’ R&D, advertising/marketing, distribution and staff training (proxy to sources of B2BBE) on sales. Findings First, varying levels of product application criticality and end-customer brand stature reflect four distinct organizational purchase requirements, namely, assured performance, prestige, brand leaders and commodity. Second, a taxonomy of five sources of B2BBE (prominence, solutions, accessibility, relationships and network strength) manifests buyers’ interactive experience during the purchase cycle. Third, it illustrates the positive short-term effect of all explanatory variables coupled with the positive long-term impact of R&D on sales. Practical implications Features like B2C brand image, clear and precise product information, credit/flexible payment terms, distributor image, add-on services to the core product and upstream–downstream referrals characterize strong brands. GMM model results help managers, in budget allocation. Originality/value The originality of this paper lies in proposing a comprehensive B2BBE framework based on triangulation; deployment of a common structure to simultaneously investigate distributors and industrial buyers, to discover whether their philosophies reinforce/undermine industrial branding strategies; and suggesting the use of GMM model to arrive at actionable insights.
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Matteucci, Victoria. "How can the hospitality industry increase corporate value aligned with sustainable development goals? Case examples from Hilton, Meliá and Sun." Worldwide Hospitality and Tourism Themes 12, no. 5 (August 3, 2020): 509–23. http://dx.doi.org/10.1108/whatt-06-2020-0043.
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Purpose The purpose of this paper is to identify possible benefits hospitality companies may derive from their corporate social responsibility (CSR) commitments and to explore further value opportunities for these organisations through an alternative approach in their selection of sustainable initiatives. Design/methodology/approach This paper uses secondary data collected from publications on corporate websites, accompanied by third-party supporting internet-based evidence, for three contrasting companies as follows: Hilton Worldwide Holdings, Inc. (Hilton), Meliá Hotels International (Meliá) and Sun Limited (Sun). Sustainability endeavours for Goals 8, 12 and 17 are analysed and opportunities for inter-sectoral partnerships and customer-centric experiences are considered for these brands to establish value opportunities. Findings The paper concludes that by integrating sustainable efforts to brand personality, hospitality companies can devise genuine goals, organically incorporating these to the brands’ vision, reinforcing brand equity and creating value, while increasing customer loyalty. Originality/value Three diverse organisations were selected for the study. Hilton and Meliá have a worldwide presence and are headquartered in the USA and Spain, respectively, while the third company, Sun, is a relatively smaller example, with properties located in the region of the Indian Ocean. The contrasting selection and comparison of hospitality companies display different approaches in their United Nations sustainable development goals (UN SDGs) efforts as part of their corporate social responsibility offering an ample perspective. The consideration of brand personality and stakeholder priorities offers alternative criteria for selecting CSR efforts in the hospitality industry.
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Jacobson, Jenna. "You are a brand: social media managers’ personal branding and “the future audience”." Journal of Product & Brand Management 29, no. 6 (July 3, 2020): 715–27. http://dx.doi.org/10.1108/jpbm-03-2019-2299.
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Purpose Social media management is an emerging profession that is growing as companies increasingly adopt social media. The purpose of this paper is to analyze social media managers’ personal branding. Design/methodology/approach In-depth qualitative data is drawn from 20 semi-structured interviews with social media managers and supported by three years of orienting fieldwork in Toronto, Canada. Findings Social media managers are responsible for managing and executing organizations’ brands and presence on social media and digital platforms. As lead users of social media, social media managers provide critical insight into the emerging practices of personal branding on social media. “The future audience” is introduced to describe how individuals project a curated brand for all future unknown and unanticipated audiences, which emphasizes a professional identity. Due to workplace uncertainty, social media managers embody the mentality of being “always-on-the-job-market”, which is a driver for personal branding in their attempt to gain or maintain employment. Originality/value While personal branding is largely discussed by industry professionals, there is a need for empirical research on personal branding that examines how various employee groups experience personal branding. This research fills this gap by analyzing how people working in social media brand their identity and how their personal branding is used to market themselves to gain and maintain employment. The development of “the future audience” and “always-on-the-job-market” can be used to understand other professions and experiences of personal branding.
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Pompeia, Michael Louis Fabien. "Assessing the suitability of a single brand of MSMEs in the hospitality sector to boost sustainable development: the case of Mauritius." Worldwide Hospitality and Tourism Themes 13, no. 1 (March 22, 2021): 109–23. http://dx.doi.org/10.1108/whatt-08-2020-0094.
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Purpose The purpose of this paper is to assess the suitability of a single brand for micro, small and medium enterprises (MSMEs) in the hospitality sector to boost sustainable development in Mauritius. Design/methodology/approach The research design focuses on a literature review, face-to-face interviews and focus groups. The focus group method was used to consult 24 MSMEs and to gather their opinions on the value of a single brand for the hospitality sector. Other stakeholders were interviewed via face-to-face unstructured interviews, including at least one representative from the government, intergovernmental agencies and non-governmental organisations (NGOs). Findings The findings demonstrated that MSMEs in the accommodation sector have yet to realize the importance of effective brand management. Currently, they are focusing on short-term business strategies that could jeopardize their survival. Meanwhile, some businesses have noted a change in the profile of tourists and that more of them are looking for an authentic tourism experience. Respondents feel that the process of becoming certified is tedious and for a family business, and time consuming but perhaps necessary in the medium term. The survey also revealed that MSMEs involved in the hospitality sector in Mauritius are turning toward the digitalization of their offering. Respondents felt that this will help them to deliver a better service to the customers and provide a worthy experience. Research limitations/implications The main limitation of this study is the modest sample size. Emphasis was placed on targeting key respondents to provide expert opinions on the topic. Originality/value To the best of the author’s knowledge, this paper is the first study of its kind in Mauritius to analyze the suitability of an existing ecosystem for a single branding approach that integrates with the sustainable development goals in a practical way.
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신동재 and Kimjunkyo. "The Development of Zoo Brand Valuation Index Using the Element of User Experience(UX) Design - Focused on the Seoul Zoo -." A Journal of Brand Design Association of Korea 11, no. 5 (December 2013): 81–94. http://dx.doi.org/10.18852/bdak.2013.11.5.81.
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Insch, Andrea, and Menique Stuart. "Understanding resident city brand disengagement." Journal of Place Management and Development 8, no. 3 (October 12, 2015): 172–86. http://dx.doi.org/10.1108/jpmd-06-2015-0016.
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Purpose – The purpose of this paper is to identify the factors underlying residents’ lack of involvement and engagement with their city brand. This paper addresses the gap in understanding residents’ disengagement from their city brand. Design/methodology/approach – In-depth interviews with 14 residents of Dunedin City, New Zealand, were conducted to identify and understand the factors that underlie residents’ disengagement from their city brand. The interviews were transcribed and analysed using thematic analysis. Findings – Four major themes or factors that influence residents’ disengagement were identified: lack of brand awareness/knowledge; lack of brand identification; disapproval of local government actions; and cynical attitudes towards involvement. Research limitations/implications – This paper focuses on one city brand, with its unique history and institutional context, and the thoughts and experiences of a limited group of residents, thus limiting the applicability of the findings. A longitudinal study would be helpful to identify if residents’ engagement with their place brand change over time and the underlying reasons for such changes. Practical implications – Extant research highlights the importance of a participatory, co-creative process between citizens and local governments for building city brands. Despite this, this study’s findings demonstrate that there might be several formidable barriers to resident participation in their city’s branding process. Originality/value – This paper represents a first step in understanding what might trigger or contribute to residents becoming disengaged from their city’s brand. Therefore, this paper considers the “hidden voices” of residents who have become largely disconnected from the city brand.
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Füller, Johann, and Volker Bilgram. "The moderating effect of personal features on the consequences of an enjoyable co-creation experience." Journal of Product & Brand Management 26, no. 4 (July 17, 2017): 386–401. http://dx.doi.org/10.1108/jpbm-03-2016-1122.
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Purpose This study aims to draw a more nuanced picture of the impact of co-creation experience shedding light on the moderating role of consumers’ personal features. Virtual co-creation is considered a viable strategy to develop consumer-centered products in the digital era. As an additional effect, this research highlighted that co-creation experiences may establish beneficial consumer–brand relationships. Design/methodology/approach Using survey data stemming from 727 consumers who virtually engaged in new product development projects, the authors test the hypotheses, applying structural equation modeling. Findings The results of this study show that consumers’ personal features such as novelty seeking and dissatisfaction with existing products moderate the impact of an enjoyable experience on aspects of the consumer–company relationship. Consumers’ dissatisfaction with current product solutions is also found to moderate the relationship between an enjoyable co-creation experience and evoked product interest as well as between product involvement and evoked product interest. The study further substantiates previous findings on the relationship-effects of co-creation and particularly highlight the potential of co-creation experiences for nurturing “imaginary” relationships with the product being co-created significantly prior to market launch. Originality/value Participants in virtual co-creation approaches are widely heterogeneous individuals ranging from customers and Facebook fans to brand community members and innovative users. The study contributes to a better understanding of how the diversity of the crowd can be handled in virtual co-creation and advances the theory of value co-creation as a new marketing paradigm.
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Starostka, Justyna. "Different Approaches to Design Management - comparative study among Swedish and Polish furniture companies." Swedish Design Research Journal 8 (June 29, 2016): 46–52. http://dx.doi.org/10.3384/svid.2000-964x.12246.
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There are many roles that design can play in organisations. It can be source of good marketing strategy, and designer by himself can be a promotional tool for a company. Thanks to those actions companies can gain publicity, media attention and good PR.On the second level, design can be perceived as ‘process of making things better’. In this case companies can achieve more effective product development process, new tools and technologies.On the third level we have the situation when designer work alongside with company managers with the whole business concept. At this level, designers’ work looks more like a brand consultant, a strategist. In this approach design should be reflecting certain brand name and brand values.As our study presented, Swedish companies operate on those two, higher levels, while Polish still limit the scope of design. We strongly believe, that Polish companies, as they gain more experience with design activities, will be more likely to perceive design in this more mature approach. In the meantime, presenting best practices from companies from other, more mature countries could be a good way of promoting design as a strategic asset rather than promotional tool. We believe that in order to fasten this process, Polish companies should as follows:1. Work more often with external and foreign designers;2. Expand the area of designer responsibilities in companies;3. Place the responsibility for design in hands of professional design managers.
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Taiwo, Arike, and Trevor Ward. "Recruitment experiences in an international hotel chain in Nigeria." Worldwide Hospitality and Tourism Themes 8, no. 2 (April 11, 2016): 211–15. http://dx.doi.org/10.1108/whatt-10-2015-0043.
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Purpose The purpose of this paper is to present an account of the recruitment process of an international hotel brand in Nigeria, to highlight the issues related to human capital development and to propose relevant solutions. Design/methodology/approach An informal interview was carried out via email. Arike Taiwo is the Executive Director of an international automobile company. She has worked 11 years in human resources for international hotel brands in the UK and Nigeria. Findings The interview provides a practitioner’s perspective on human capital issues in the hotel sector. Important points raised relate to expatriate recruitment practices, employment laws and the employment relationship. Originality/value This contribution offers an opportunity for researchers and practitioners to understand the underlying issues that impact on human capital development in international hotels in Nigeria.
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Samad, Nayyer, Sonny Nwankwo, and Ayantunji Gbadamosi. "Branding in Contraceptive Social Marketing: The Pakistani Experience." Social Marketing Quarterly 16, no. 2 (May 25, 2010): 50–68. http://dx.doi.org/10.1080/15245001003746758.
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Branding is at best a complex phenomenon in conventional commercial settings and even more so in social marketing where the application of branding concepts and techniques are fairly recent but nevertheless gaining momentum. Against the backdrop of contraceptive social marketing programs implemented in Pakistan over the past 2 decades to promote the use of contraceptives, this article examines ways in which social marketing organizations used branding in a variety of ways to achieve positive behavioral changes and stronger market positioning. Using 3 illustrative case studies, our article provides a review of issues influencing branding in a highly regulated market-space. It finds that the development of trademarks and logos is fundamental to building a memorable brand, as is consistency of design and colors. Much of the techniques applied can be described as “pseudobranding”; (Hall & Jones, 2007) — conveying the identity of the product while not actually naming it.