Search results

1 – 10 of 764
Case study
Publication date: 8 July 2022

Rajesh Kumar Srivastava, Vivek Mendonsa, Harshit Joshi and Tejal Pradhan

The context of the case presents an account of how corporate social responsibility (CSR) initiated by Lawrence & Mayo (L&M), a company dealing in optical frames for…

Abstract

Learning outcomes

The context of the case presents an account of how corporate social responsibility (CSR) initiated by Lawrence & Mayo (L&M), a company dealing in optical frames for 140 years, helped to build brand equity, image and identity, creating a strategic advantage against competition. The case had a deep-rooted theoretical association with a theory such as the triple bottom line theory (three Ps: profit, people and planet) on CSR. The case helps to understand and clarify the role of CSR in brand equity. It also gives an insight into the value and culture of L&M, and its impact on various stakeholders, namely, employees and customers.

Case overview/synopsis

This case is related to the CSR orientation of L&M and its impact on brand equity. As a brand, L&M is over 140 years old and has a dynamic and trending optics market in India. There is a dilemma in the company around the impact of CSR on brand equity, customer engagement and company goodwill. This case focuses on maintaining and improving brand equity, identity and image through CSR initiatives.

Complexity academic level

Undergraduate and postgraduate students, essential for students focusing on Marketing and CSR disciplines.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 8: Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 12 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

Abstract

Subject area

Marketing.

Study level/applicability

Undergraduate and postgraduate management students.

Case overview

Small scale business in India employ almost 30 million people contributing 50 per cent to industrial and 45 per cent to the total exports of the country. The rapid growth of internet has made it possible for the small scale start ups to reach its existing and potential customers without investing much. The case highlights this fact describing the journey of “Chumbak” a small scale business from an unknown brand to the foremost favourable funky product of India. Through this case the authors have tried to relinquish a synoptic view of how Chumbak has used varied social media platforms, to engage and connect with its customers. A survey of 147 customers of Chumbak customers shows that engagement through Facebook fan page of Chumbak positively impacts its purchase intention, brand image and leads to positive word of mouth.

Expected learning outcomes

The case highlights numerous dynamics of social media marketing and shows the recent social media promoting methods being used by the little scale businesses to ascertain on-going dialogues with their customers. The Case would facilitate the scholars in learning how these platforms may be used alone as a promotional tool not solely to reach the purchasers but additionally to type a higher complete awareness of the products with reference to Chumbak. The case explains that communication happening at varied social media platforms got to be tailored considering the sort of users.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 5 no. 4
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 22 October 2020

June-Hyuk Kwon, Seung-Hye Jung, Hyun-Ju Choi and Joonho Kim

This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer…

3001

Abstract

Purpose

This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer engagement (CE), brand trust and brand loyalty.

Design/methodology/approach

The study’s participants were 230 US and 376 Korean consumers who have used (i.e. contacted) a food service establishment (i.e. family restaurant) at least once before and who continue to use an SNS (e.g. Facebook and Instagram). This study conducted a hypothesis test using structural equation modeling analysis. In addition, hierarchical analysis was performed to further generalize and support the statistical analysis results.

Findings

Advertisement/promotion and SNS content have a statistically significant positive effect on CE. Advertisement/promotion has a statistically significant positive effect on brand trust, and SNS content has a statistically significant negative effect on brand trust. CE has a statistically significant positive effect on brand trust, and CE and brand trust have a statistically significant positive effect on brand loyalty. No statistically significant differences were shown between the US and Korean consumer groups (critical ratios for difference of path coefficient < ± 1.96). The hypothesis test results of the structural equation model analysis and hierarchical analysis were the same for the entire group.

Originality/value

The findings indicate that the overall mediating role of CE is important. To the best of the authors’ knowledge, this is the first study to investigate which marketing communication channels are most effective in the restaurant sector.

Article
Publication date: 17 December 2018

A. Vivek, K. Shambavi and Zachariah C. Alex

This paper aims to focus on research work related to metamaterial-based sensors for material characterization that have been developed for past ten years. A decade of…

Abstract

Purpose

This paper aims to focus on research work related to metamaterial-based sensors for material characterization that have been developed for past ten years. A decade of research on metamaterial for sensing application has led to the advancement of compact and improved sensors.

Design/methodology/approach

In this study, relevant research papers on metamaterial sensors for material characterization published in reputed journals during the period 2007-2018 were reviewed, particularly focusing on shape, size and nature of materials characterized. Each sensor with its design and performance parameters have been summarized and discussed here.

Findings

As metamaterial structures are excited by electromagnetic wave interaction, sensing application throughout electromagnetic spectrum is possible. Recent advancement in fabrication techniques and improvement in metamaterial structures have led to the development of compact, label free and reversible sensors with high sensitivity.

Originality/value

The paper provides useful information on the development of metamaterial sensors for material characterization.

Details

Sensor Review, vol. 39 no. 3
Type: Research Article
ISSN: 0260-2288

Keywords

Article
Publication date: 5 September 2018

Vivek Anand A., Arumugam V., Jayalakshmi S. and Arvind Singh R.

The failure of structures and components made of SS304 steel because of corrosion in the presence of saline water environment is still an unsolved issue across the globe…

Abstract

Purpose

The failure of structures and components made of SS304 steel because of corrosion in the presence of saline water environment is still an unsolved issue across the globe. Conventionally, coatings and inhibitors are used to mitigate corrosion. The purpose of this study is to propose a novel method to tackle corrosion by means of micro-patterning on the surface and to explore the relation between surface morphology, corrosion and wetting nature of micro-patterned SS304 Steel.

Design/methodology/approach

Groove-shaped micro-patterns were created on SS304 steel surface with varying ridge and channel widths. Wettability studies conducted on flat and micro-patterned steel surfaces using high speed camera. Corrosion tests carried out in saline water using an electrochemical test set-up to quantify the performance of micro-patterned surface over flat surface and scanning electron microscopic analysis to visualize the severity of corrosion on the surfaces of SS304 steel.

Findings

Wettability studies showed that the micro-patterned steel surfaces were hydrophobic. Corrosion rates of the micro-patterned steel surfaces were lower by more than an order of magnitude compared to that of the flat steel surface. Scanning electron microscopic analysis revealed that the micro-patterned steel surfaces had less surface damage compared to the flat surface.

Originality/value

The author shows that the remarkable corrosion resistance shown by the micro-patterned steel surfaces is attributed to their hydrophobicity, which reduced the contact between the surfaces and the corrosive liquid media. Results from the investigation indicate that micro-patterning of SS304 steel surfaces is an effective route to decrease corrosion.

Details

Anti-Corrosion Methods and Materials, vol. 65 no. 5
Type: Research Article
ISSN: 0003-5599

Keywords

Content available
Article
Publication date: 22 January 2021

Jana Bowden and Abas Mirzaei

Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on…

6503

Abstract

Purpose

Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on consumer engagement. This paper aims to examine how consumer engagement with branded content is created through consumer-initiated online brand communities (OBCs) and brand-initiated digital content marketing (DCM) communications. Self-brand connections are examined as an important antecedent to the cognitive, affective, behavioural and social dimensions of consumer engagement and the subsequent impact of engagement on loyalty is explored across these two channels.

Design/methodology/approach

A survey approach was used with two consumer samples for one focal retail brand, namely, a consumer-initiated OBC (Facebook) and email subscribers of the retail brand’s DCM communications. A multi-group analysis of structural invariance procedure was used to comparatively examine the formation of engagement for consumers within the OBC and DCM channels.

Findings

This study demonstrates the different ways in which engagement forms across different digital communication channels. Self-brand connection (SBC) was found to strongly drive behavioural, cognitive, affective and social engagement. The cognitive, affective and behavioural engagement was found to mediate the self-brand connection and consumer loyalty relationship. Overall, this relationship was most strongly and significantly mediated by affective and cognitive engagement within the OBC channel when compared to the DCM channel.

Research limitations/implications

The findings of this study should be interpreted with several limitations in mind. First, the research was conducted within the confines of one OBC, within one social networking site platform characterised by self-selected membership based on a passion and immersion with the brand. This means that consumers within the OBC were highly connected to one another and the retail brand and highly socialised in-group norms and mores. This type and intensity of connection may not be the case for all forms of OBCs. Second, this study was limited to one retail brand, from one brand category. Future research should examine OBCs across a range of utilitarian and hedonic brands to comprehensively contextualise the dimensions of engagement. Third, the data for this study was cross-sectional. The use of netnographic analysis and qualitative interviews across a range of OBCs would support the triangulation of the findings of this research, especially with regard to the narrative that consumers’ express when discussing how their SBC manifests through the dimensions of engagement. Fourth, this study explored a single antecedent of engagement, namely, self-brand connections. Future research may consider how SBC operates in conjunction with other complementary factors to enhance consumers’ affective, cognitive, social and behavioural engagement such as brand awareness, satisfaction and participation/interactivity. In addition, future research could examine an expanded array of engagement outcomes such as purchase intention, the share of wallet and reputation. Finally, future research should examine the operationalisation and validation of the dimensions of engagement using multiple competing scales to assess the suitability of these engagement scales across multiple brand categories and contexts.

Practical implications

Given the increasing investment in branding within social media and the fragmentation of brand communications across multiple communications platforms, the management of effective brand communications remains a significant challenge. This study found that the relationship between self-brand connections, affective, social, behavioural and cognitive engagement and loyalty was context-specific and moderated by a digital communication channel (OBC vs DCM email marketing), thus providing insights as to the effectiveness of OBCs and DCMs as two tools for enhancing consumer loyalty.

Originality/value

This study makes a novel contribution to the engagement literature by examining the antecedent role of self-brand connections in predicting consumers’ engagement; the moderating role of digital communication platforms (OBC vs DCM) on the formation of cognitive, affective, behavioural and social engagement; and the mediating effect of these dimensions on loyalty.

Article
Publication date: 25 February 2019

Kimmo Taiminen and Chatura Ranaweera

The purpose of this paper is to explore how digital content marketing (DCM) users can be engaged with business-to-business (B2B) brands and determine how such engagement…

4990

Abstract

Purpose

The purpose of this paper is to explore how digital content marketing (DCM) users can be engaged with business-to-business (B2B) brands and determine how such engagement leads to value-laden trusted brand relationships.

Design/methodology/approach

Through an online survey, data were collected from the email marketing list of a large B2B brand, and the hypothesised research model was analysed using covariance-based structural equation modelling.

Findings

This paper identifies a bundle of helpful brand actions – providing relevant topics and ideas; approaching content with a problem solving orientation; as well as investing in efforts to interpret, analyse and explain topics through DCM – to foster relationship value perceptions and brand trust. Critically however, cognitive-emotional brand engagement is shown to be a necessary requirement for converting these actions into relationship value perceptions.

Research limitations/implications

This paper furthers the understanding of the dual role of helpful brand actions in functionally oriented DCM. Additionally, this paper offers evidence of the central role of cognitive-emotional brand engagement in influencing value-laden customer–brand relationships.

Practical implications

This paper introduces a bundle of helpful brand actions that forms the basis for the dual roles of a brand in enhancing customer value and in fostering brand engagement and building relationships. This approach helps practitioners to steer brand-related perceptions arising from DCM interactions towards building trusted brand relationships.

Originality/value

This paper contributes to the marketing literature by revealing a potential approach to DCM in managing customer relationships. Instead of focusing solely on the content benefit-usage link to support engagement, this paper reveals the potential of helpfulness as a brand-initiated DCM engagement trigger in engaging customers with the brand, vis-à-vis the content.

Details

European Journal of Marketing, vol. 53 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 16 March 2015

Laurence Dessart, Cleopatra Veloutsou and Anna Morgan-Thomas

This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the…

61967

Abstract

Purpose

This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement.

Design/methodology/approach

Data are collected through semi-structured interviews with 21 international online brand community members, covering a variety of brand categories and social media platforms.

Findings

This paper suggests that individuals are engaging in online communities in social network platforms both with other individuals and with brands. The study also identifies three key engagement dimensions (cognition, affect and behaviours). Their meaning and sub-dimensions are investigated. The paper further suggests key drivers, one outcome and objects of consumer engagement in online brand communities. These findings are integrated in a conceptual framework.

Research limitations/implications

Further research should aim at comparing consumer engagement on different social media and across brand categories, as this study takes a holistic approach and does not focus on any particular category of brands or social media. Consumers’ views should also be evaluated against and compared with marketing managers’ understanding of consumer engagement.

Originality/value

This paper contributes to the fast-growing and fragmented consumer engagement literature by refining the understanding of its dimensions and situating it in a network of conceptual relationships. It focusses on online brand communities in rich social media contexts to tap into the core social and interactive characteristics of engagement.

Details

Journal of Product & Brand Management, vol. 24 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 30 October 2020

Vivek Tiwari

Too much reliance on information technology has given rise to technostress, which may impact the productivity of an individual. In case this is true, does it impact…

Abstract

Purpose

Too much reliance on information technology has given rise to technostress, which may impact the productivity of an individual. In case this is true, does it impact everyone equally, and if not, then what is behind this difference and how does this work? The purpose of the present research is to explore the role of proactive personality as a moderator to the relationship of individual productivity of an employee and the technostress. The study utilizes moderation technique to study and analyze the relationships.

Design/methodology/approach

The present work is an attempt to investigate the moderating role of proactive personality to the relationship between technostress and productivity by utilizing the concepts from person–environment fit model. Moderation analysis has been performed with the help of hierarchical multiple regression on the primary data collected via survey methods with the help of structure instruments.

Findings

A survey was conducted from 233 employees working at different levels in different organizations belonging to north-western parts of the country. After analyzing the randomly collected primary data, it was found that technostress impacts productivity negatively. It was also further established that relationship between technostress and individual productivity gets moderated by proactive personality.

Research limitations/implications

Strategies concerning implementation and designing of a training program should be designed by being mindful of the individual personalities going to be trained.

Practical implications

From organizational point of view, a training program (made to introduce and implement some new technology in the organization) should be tailored by keeping individuals' personalities and their specific needs in mind.

Originality/value

This work is an important addition to the existing literature concerning technostress. Such work would help in understanding the difference that a human factor may have on the bearings of technostress on productivity and other such crucial outcomes, which has not been studied earlier in the present context.

Details

Benchmarking: An International Journal, vol. 28 no. 2
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 1 April 2003

Vivek Kapur, John Peters and Saul Berman

Profound and lasting changes are afoot in the high‐tech industry. Only those high‐tech companies that align their business models for the new horizontal and…

8140

Abstract

Profound and lasting changes are afoot in the high‐tech industry. Only those high‐tech companies that align their business models for the new horizontal and hypercompetitive future will succeed. The seven deadly signs of the new competitive environment are: (1) growing downward pressure on price with an ever‐increasing demand for greater performance; (2) greater complexity for customers as they face the unbundling of hardware options, integration choices, and multi‐company business coordination; (3) a new distribution of value: greater value to innovative component makers and solution integrators; less value for product design and assembly; (4) branding and customer relationships will differentiate commodity products; (5) collaborative networks will emerge; (6) global supply and global customers will mean global organizations; (7) competitors will encroach horizontally. Recommendation: proceed with a five‐step approach to develop a new winning strategy: (1) pick a horizontal space; (2) redefine and Web‐enable your value propositions; (3) assemble your collaborative networks; (4) integrate your internal operations globally; and (5) realign your organization and technology. Studies demonstrate that during downturns, advantage shifts to companies that continue to invest strategically.

Details

Strategy & Leadership, vol. 31 no. 2
Type: Research Article
ISSN: 1087-8572

Keywords

1 – 10 of 764