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Article

Mathieu Dunes and Bernard Pras

This paper aims to analyze the impact of brand management system (BMS) practices on subjective and objective performance in both service- and product-oriented sectors.

Abstract

Purpose

This paper aims to analyze the impact of brand management system (BMS) practices on subjective and objective performance in both service- and product-oriented sectors.

Design/methodology/approach

Based on a “grounded-in-practice” approach to BMS, a comprehensive formative BMS scale is developed and its validity is assessed. The impact of BMS on subjective brand performance (i.e. predictive validity) and on objective financial performance is assessed. Data are collected from a sample of 298 brand managers and marketing directors in five business sectors (cosmetics, convenience goods, industry, bank/insurance and media) and from a financial database. Path analysis and multigroup analysis are performed to test mediating and moderating effects.

Findings

The results reveal that subjective brand performance (perceived brand performance) mediates the relationship between the BMS and objective financial performance of the firm and on each of the three BMS dimensions; and product-oriented (vs service-oriented) sector positively moderates the relationship between the BMS and subjective brand performance.

Research limitations/implications

The paper offers insights into adapting brand management practices along all BMS dimensions to achieve better business performance and improve objective financial performance in product-oriented activities. It highlights the role of brand management implementation, as well as the role of brand management in hierarchical relationships, in improving performance in service activities.

Practical implications

The formative BMS scale offers a tool which can be used to improve strategic decisions and give practical guidance on product vs service sector specificities. The indirect impact of a BMS on financial objective performance reinforces the legitimacy of brand managers and marketing managers.

Originality/value

This paper shows the impact of the BMS on objective financial performance by using a “grounded-in-practice” BMS scale. It also affords explanation on sectoral effects of brand management practices and their consequences on subjective and objective performance.

Details

Journal of Product & Brand Management, vol. 26 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

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Article

Camille Pluntz and Bernard Pras

Building strong human brands inscribed in social and symbolic recognition is a strategic issue for branded individuals. In the context of film director human brands, this…

Abstract

Purpose

Building strong human brands inscribed in social and symbolic recognition is a strategic issue for branded individuals. In the context of film director human brands, this study aims to examine the respective influences of the economic and critical performance of films, on the one hand, and the professional legitimacy bestowed by internal stakeholders, on the other, on changes in human brand identity. Contrary to what is generally believed, it shows that the specific legitimacy bestowed by producers and the institutional legitimacy bestowed by elite peers mediate the effects of performance on changes in human brand identity. Brand extension (i.e. new films) incongruence and initial human brand identity moderate the effect of performance on legitimacy.

Design/methodology/approach

This study is applied to film director human brands and to their extensions through the films they make. Data were collected for 81 films, including information before and after the brand extension occurs, to capture changes in human brand identity and extension effects.

Findings

The results show that economic performance influences both specific and institutional legitimacy, whereas critical performance only impacts institutional legitimacy. These relationships are moderated by initial human brand identity and congruence. Both types of professional legitimacies also help reinforce human brand identity.

Originality/value

The study challenges the role of performance on the building of human brand identity and shows that the latter is co-constructed by the branded individual and internal stakeholders. It also enhances the key roles of global incongruence and genre incongruence in the model.

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Article

Mathieu Dunes and Bernard Pras

Brand management systems (BMSs) are of prime importance for brands to monitor effective brand management and enhance firms' performance. The existing scales take various…

Abstract

Purpose

Brand management systems (BMSs) are of prime importance for brands to monitor effective brand management and enhance firms' performance. The existing scales take various conceptual bases and sometimes eliminate some dimensions, depending on the sector of activity. Based on praxis and a variety of sectors, the purpose of this paper is to identify stable dimensions of BMSs and make configurational patterns emerge according to firms' and sector's characteristics.

Design/methodology/approach

A total of 15 in-depth interviews (with a semi-structured questionnaire) were conducted with marketing and communication directors in five sectors of activity (cosmetics, convenience goods, industry, bank/insurance, media). Content analysis was used to examine the configurational patterns that emerged, following a strategy-as-practice approach.

Findings

A general BMS pattern emerged from the content analysis with three dimensions: brand identity and values-based, hierarchically based, and implementation based. Interestingly, typical configurations were identified on each dimension and distinct configurational patterns for five sectors.

Research limitations/implications

Additional research on other sectors is suggested to further validate the findings as well as building a scale on the basis of the general pattern to analyze the effect of BMS on performance.

Practical implications

Configurational patterns represent a flexible, adaptive, and easy-to-apply way to approach and monitor BMS for researchers and managers.

Originality/value

This cross-sector research delineates innovative and integrated BMS dimensions and subdimensions emerging from practice and examines their universality. The key subdimension(s) for each dimension is (are) identified and related to recent research on BMS.

Details

Journal of Product & Brand Management, vol. 22 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Content available

Abstract

Details

Journal of Product & Brand Management, vol. 26 no. 3
Type: Research Article
ISSN: 1061-0421

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1306-6

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Article

Philippe Callot

The field of commercial (or public) food services in France has never been so open. The development of new concepts under the impulsion of an Americanization that many…

Abstract

The field of commercial (or public) food services in France has never been so open. The development of new concepts under the impulsion of an Americanization that many contest, the necessity of mastering management, new techniques and processes with constantly evolving regulations (9 May 1995, HACCP method), the adoption of a strategy of internal growth by some and expansion through acquisitions by others, the explosion of thematic food services or the launch of new formulas by major food specialists, all go to show the turbulent framework in which the players in this field of activity are evolving.

Details

Tourism Review, vol. 57 no. 1/2
Type: Research Article
ISSN: 1660-5373

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Article

Gilles Arnaud

Looks at the changes in management science methodology brought about by other fields of knowledge and how this has influenced the views of researchers. Draws the main…

Abstract

Looks at the changes in management science methodology brought about by other fields of knowledge and how this has influenced the views of researchers. Draws the main lessons to be learned from this and thus paves the way for direct observation. Develops a set of prerequisites for in‐company observation which are capable of providing valid insights for management sciences. Concludes that the advantage of such an approach is researchers receive a greater realism and depth to their study of organisational practices which in turn makes the resulting methodology more useable in practice.

Details

Management Decision, vol. 40 no. 2
Type: Research Article
ISSN: 0025-1747

Keywords

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Article

Karim Errajaa, Judith Partouche and Vincent Dutot

The role of nostalgia in consumers’ lives and its application in the design of marketing strategies has been highlighted in prior research. However, the role of nostalgia…

Abstract

Purpose

The role of nostalgia in consumers’ lives and its application in the design of marketing strategies has been highlighted in prior research. However, the role of nostalgia as well as the consumers’ nostalgic inclination in the development of new products has not been investigated yet, either for existing products or new ones. Hence, the purpose of this paper is to underline and understand the collaborative process of value co-creation for both actors (companies and consumers) in the development of nostalgic new products.

Design/methodology/approach

A double methodology was used through a netnographic study (which is inspired by ethnography) and semi-directed interviews. Concerning the netnographic approach, the data collection were conducted on both general and specialized social networks, web sites and forums. The semi-directed interviews were conducted among 12 individuals. The verbatim were analyzed through a content thematic analysis. The use of both methodologies helped to underline recurrent and complementary findings.

Findings

The analysis highlights four main results: first, the main criteria for selection and purchase of products and services; second, the perception and dimensions of nostalgia; third, the link between nostalgia and consumption; and finally, the relationship between nostalgic experiences and the co-creation process.

Originality/value

This research is the first to study the value of the co-creation process for the development of nostalgic new products.

Details

European Journal of Innovation Management, vol. 16 no. 4
Type: Research Article
ISSN: 1460-1060

Keywords

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Book part

Maria Anne Skaates and Bernard Cova

Project business as a mode of operation is currently very prevalent on international business-to-business markets, and project-related services are an important part of…

Abstract

Project business as a mode of operation is currently very prevalent on international business-to-business markets, and project-related services are an important part of most projects. However the way to market these types of services is under-researched in mainstream marketing literature. Therefore, via a multi-lingual literature review, this article scrutinizes four marketing schools for frameworks relevant to the marketing of project-related services: project, services, transaction, and interactive business-to-business marketing. The analysis shows that the project marketing concepts better capture key aspects of marketing project-related services internationally than do the mainstream service marketing concepts. However, the analysis also suggests that a pluralist approach may be useful when marketing of project-related services, as some frameworks from other marketing schools are also suitable. On this basis, suggestions for marketers of project-related services are presented, and a research agenda for academics concerning the study of project-related services both internationally and domestically is suggested.

Details

Research on International Service Marketing: A state of the Art
Type: Book
ISBN: 978-0-76231-185-9

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