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1 – 10 of 491Letícia Miyamaru, Marina Lourenção, Silvia Inês Dallavale de Pádua and Janaina de Moura Engracia Giraldi
This study aims to analyze the business process management (BPM) applicability to a destination country-brand of a Latin American developing country and present a new process…
Abstract
Purpose
This study aims to analyze the business process management (BPM) applicability to a destination country-brand of a Latin American developing country and present a new process model for it.
Design/methodology/approach
This is a qualitative exploratory study whose unit of analysis is the BPM applicability to the destination country-brand of a Latin American developing country. Primary data were obtained through in-depth interview with the developing country's tourism international promotion agency. The secondary data were government reports and research papers on country-brand studies. Data analysis was carried out using stakeholder business context model, architecture processes, pain/gain matrix and BPMN for modelling.
Findings
The results present a new process model for country-brand management to reduce existing barriers. Three steps were carried out: analysis and modelling of the current processes of country-brand management; presentation of the current processes' problems and analysis and modelling of future processes country-brand management.
Research limitations/implications
A theoretical contribution is provided in the literature on processes and country-brands since no previous studies relate these concepts and present a process-oriented management analysis for country-brands.
Practical implications
The main practical contribution was to identify the country-brand management problems, propose solutions to them and generate a new process model for country-brands that can be used as a managerial tool for national tourism organizations to improve their brands.
Originality/value
The present study is original as it approaches the first analysis of country-brand development with an emphasis on its process management.
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Marina Lourenção, Janaina de Moura Engracia Giraldi and Keith Dinnie
Sectoral brands are umbrella brands created to represent all companies’ products belonging to a country’s economic industry abroad to enhance their export performance. This study…
Abstract
Purpose
Sectoral brands are umbrella brands created to represent all companies’ products belonging to a country’s economic industry abroad to enhance their export performance. This study aims to explore the development of a sectoral brand model through the optic of the social constructionist perspective. Besides, this study also proposes to apply the model to a sectoral brand case in the business-to-business market.
Design/methodology/approach
The authors have developed a systematic qualitative literature review to provide a theoretical basis for the attributes chosen to compose the social constructionist sectoral brand management (SCSBM) model. To apply the model, the authors have conducted a series of 17 in-depth semi-structured interviews with the association’s managers that constitute the sectoral brand development, the director of the branding consultancy firm and specialists on place branding.
Findings
The authors present the SCSBM model, highlighting that sectoral branding should be seen as a dynamic and continuous process with the integrated participation of all industry stakeholders. Moreover, the authors have applied the model to the Brazil Fashion System brand.
Research limitations/implications
The main contribution to theory is the link between sectoral brand management and the social constructionist approach, being the first study, to the best of the authors’ knowledge, to propose this connection. SCSBM model extends previous work on sectoral brands by adopting a social constructionist view.
Practical implications
The SCSBM model might contribute to marketing professionals willing to develop sectoral brands across multiple economic sectors and geographies.
Originality/value
The study’s originality lies in developing the first model, which adopts a social constructionist approach to sectoral brands.
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Caroline Krüger, Marina Lourenção, Fábio Henrique Correa Bogado Guimarães, Marco Meneguzzo, Claudia Souza Passador and Adriana Cristina Ferreira Caldana
This paper aims to develop a cross-border regional brand management model to help enhance cooperation for developing such localities. It analyzed its applicability in the…
Abstract
Purpose
This paper aims to develop a cross-border regional brand management model to help enhance cooperation for developing such localities. It analyzed its applicability in the Brazil–Argentina and Italy–Austria cross-border regions comprising several cities.
Design/methodology/approach
A systematic literature review was conducted to obtain a theoretical basis and select elements for creating the cross-border regional brand management (CRBM) model. To apply the model, in-depth interviews were conducted with 19 specialists of different nationalities and distinct expertise on cross-border governance and regional branding. In addition, to validate the proposed model, a focus group was carried out, and specialists were consulted using forms, providing 22 additional opinions.
Findings
The results show good managerial practices and gaps that must be overcome to create and manage the brands from the two regions analyzed.
Research limitations/implications
The theoretical contributions consist in extending the literature in place branding by presenting the first CRBM model and the conceptual explanation of each of the model's elements.
Practical implications
The study's practical implications occur through the suggestion of good management practices for the studied localities arising from the applicability of the CRBM model. Furthermore, it is expected that the model developed can be applied in other locations, bringing practical contributions to the management and creation of cross-border regional brands in other countries.
Originality/value
This study presents the first CRBM model and its applicability to two cross-border regions.
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Faheem Gul Gilal, Naeem Gul Gilal, Rukhsana Gul Gilal and Zhiyong Yang
The goal of this paper is twofold: (1) to investigate how relatedness-supportive corporate social responsibility (CSR) initiatives influence brand happiness among retail bank…
Abstract
Purpose
The goal of this paper is twofold: (1) to investigate how relatedness-supportive corporate social responsibility (CSR) initiatives influence brand happiness among retail bank customers through a mediating mechanism of customer participation in brand CSR movements; and (2) to analyze how relatedness-supportive CSR initiatives’ effect may be moderated by cause choice and customer-brand goal congruence.
Design/methodology/approach
Data were collected from 379 retail bank customers via a paper-and-pencil survey. The hypothesized moderated-mediation effects were tested using Hayes’ (2013) PROCESS (Model 3, Model 4 and Model 7).
Findings
Results show that relatedness-supportive CSR initiatives increase brand happiness among retail bank customers through increasing their participation in brand CSR movements. Furthermore, the use of customer determination in the choice of cause enhances the positive effect of relatedness-supportive CSR initiatives on customer participation in brand CSR movements. Similarly, when customers choose the cause and the customer-brand goal is congruent, the effect of relatedness-supportive CSR initiatives on brand happiness is stronger than when the customer-brand goal is incongruent and cause choice is not aligned.
Originality/value
This research is grounded on the relationship motivation theory (RMT), basic psychological needs theory and self-congruity theory to unpack the relationship between relatedness-supportive CSR programs on brand happiness. Integrating three research streams (i.e. CSR, brand management and retail banking), this study proposes customer participation in brand CSR movements as a novel mechanism and sheds light on how relatedness-supportive CSR interplays with cause choice/customer-brand goal congruence to affect brand happiness among retail bank customers in emerging markets.
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Xinyu Dong, Cleopatra Veloutsou and Anna Morgan-Thomas
Negative brand engagement represents a pervasive and persistent feature of interactivity in online contexts. Although existing research suggests that consumer negativity is…
Abstract
Purpose
Negative brand engagement represents a pervasive and persistent feature of interactivity in online contexts. Although existing research suggests that consumer negativity is potentially more impactful or detrimental to brands than its positive counterpart, few studies have examined negative brand-related cognitions, feelings and behaviours. Building on the concept of brand engagement, this study aims to operationalise negative online brand engagement.
Design/methodology/approach
This paper presents the results of nine studies that contributed to the development and validation of the proposed scale. Building on the concept of engagement, Studies 1–3 enhanced the construct conceptualisation and generated items. Study 4 involved validation with an academic expert panel. The process of measure operationalisation and validation with quantitative data was completed in Studies 5–8. Finally, the scale's nomological validity was assessed in Study 9.
Findings
The results confirm the multidimensional nature of negative online brand engagement. The validated instrument encompasses four dimensions (cognition, affection, online constructive behaviour and online destructive behaviour), captured by 17 items.
Originality/value
Progress in understanding and dealing with negative online brand engagement has been hampered by disagreements over conceptualisation and the absence of measures that capture the phenomenon. This work enhances managerial understanding of negativity fostering strategies that protect brand engagement and improve firm performance.
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Thiago Rodrigues Timóteo, Gustavo Tietz Cazeri, Gustavo Hermínio Salati Marcondes de Moraes, Tiago F.A.C. Sigahi, Lucas Gabriel Zanon, Izabela Simon Rampasso and Rosley Anholon
The aim of this research was to evaluate the maturity level of strategic communication management implemented by Brazilian startups.
Abstract
Purpose
The aim of this research was to evaluate the maturity level of strategic communication management implemented by Brazilian startups.
Design/methodology/approach
This study employed the analytic hierarchy process (AHP), survey and Grey Fixed Weight Clustering modeling techniques. Three experts with extensive academic and practical experience in the subject participated in the AHP process, providing their opinions on the relative importance of eight variables associated with the topic under investigation, thus enabling their prioritization. Concurrently, data were collected through a survey from 23 respondents who have extensive knowledge about the realities of Brazilian startups. The weights derived from the AHP and the survey data were utilized in the Grey Fixed Weight Clustering modeling.
Findings
Based on the opinions of the 23 respondents, the level of implementation of practices related to strategic management, brand management, external image management and internal communication management is superficial. In addition, according to the majority of experts, Brazilian startups exhibited a medium level of maturity to address the key challenges related to communication management. Furthermore, this study reveals that the variables “financial resources allocation,” “stakeholder relationship” and “brand management” were deemed the most significant for the model.
Originality/value
The contributions presented herein can be beneficial for both researchers and startup managers seeking to enhance communication strategies in their organizations. This research also contributes by highlighting how grey systems theory can be extremely useful for conducting decision-making analyses in the context of startups, which is characterized by uncertainty and imprecise information.
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Hsing-Hua Stella Chang, Cher-Min Fong and I-Hung Chen
This study aims to investigate the role of interpersonal influence on consumer purchase decisions regarding foreign products, specifically by exploring consumers’ social reaction…
Abstract
Purpose
This study aims to investigate the role of interpersonal influence on consumer purchase decisions regarding foreign products, specifically by exploring consumers’ social reaction styles (acquisitive and protective) when confronted with normative pressures and their subsequent impact on consumers’ purchase behavior in the context of situational animosity.
Design/methodology/approach
Three studies were conducted in China to empirically examine the proposed research model. The US–China Chip War of 2022 was used as the research context for situational animosity, while the Japan–China relationship representing a stable animosity condition was used for contrast.
Findings
This study establishes the mediating role of perceived normative pressure in linking animosity attitudes to purchase avoidance in situational animosity. It also validates that consumers’ social reaction styles (acquisitive and protective) help predict distinct behavioral outcomes, holding significant implications for advancing research in the field of product and brand consumption.
Originality/value
This research provides a novel perspective by exploring consumers’ social reaction styles when dealing with normative pressure in situational animosity. The distinction between acquisitive and protective reaction styles adds depth and originality to the study. Moreover, this study examines consumer behavior in two distinct consumption contexts: switching intentions to local products and purchase intentions for products from offending countries in hidden consumption situations. This dual perspective offers a comprehensive exploration of consumers’ purchase behavior under normative pressure, contributing to the novelty of this research.
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Sandeep Jagani, Vafa Saboorideilami and Saraf Tarannum
This study aims to investigate the conditional relationships among sustainability implementation, brand awareness, brand attitude and brand loyalty through the lens of…
Abstract
Purpose
This study aims to investigate the conditional relationships among sustainability implementation, brand awareness, brand attitude and brand loyalty through the lens of transformative service research (TSR). The research also aims to explain how brand loyalty moderates the mediated effect of brand awareness and attitude in the context of social and environmental sustainability initiatives.
Design/methodology/approach
Using both primary and secondary data sources from 31 prominent service companies and their 6,891 customers, this paper investigates the impact of sustainability practices and brand awareness on customer attitude. The paper also examines the moderated mediation effect of brand loyalty, explaining how it alters brand attitudes in the context of sustainability implementation. Finally, the study conducts a comparative analysis of how environmental and social shape brand attitudes in loyal customers.
Findings
Sustainability implementation has a negative impact on both brand awareness and customer attitude. However, this negative influence is mitigated for highly brand-loyal customers, resulting in a positive brand attitude. Further, the comparative analysis reveals that social implementation positively influences brand attitude in high-loyalty contexts.
Research limitations/implications
This research uses subjective judgments of researchers regarding companies’ sustainability practices, combining them with customer attitudes gathered through survey questionnaires. Additionally, the data set comprises data from 31 large service companies, potentially limiting the generalizability of findings to large service companies. Nevertheless, this paper extends TSR into the realm of sustainability and branding.
Practical implications
The positive outcomes of sustainability implementation practices are most pronounced when customer loyalty toward a brand is strong. Social implementation has a more potent effect on brand attitude, particularly among loyal customers. Companies can tailor their sustainability efforts more effectively.
Originality/value
With the lens of TSR, this research deepens our understanding of how sustainability affects consumer psychology but also offers a methodological advancement by using advanced statistical models and a variety of data sources. The distinctiveness of this research is also highlighted in the examination of how environmental and social sustainability initiatives influence brand attitude, especially among customers who exhibit strong brand loyalty.
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The primary purpose of this research is to conceptualise and validate the comprehensive framework for effectively measuring and managing employee-based brand equity (EBBE…
Abstract
Purpose
The primary purpose of this research is to conceptualise and validate the comprehensive framework for effectively measuring and managing employee-based brand equity (EBBE) benefits. The study endeavours to integrate professional and socio-emotional facets of employees' into the proposed model, lending it a more holistic approach.
Design/methodology/approach
The study focusses on the banking sector in Kosovo, employing structural equation modelling to analyse data from a sample of 325 employees.
Findings
Both professional and socio-emotional perspectives significantly influenced brand knowledge, positively impacting EBBE benefits such as employee satisfaction, retention and positive word of mouth (WOM). These findings provide empirical support for the theoretical assumptions concerning the role of professional and socio-emotional perspectives in building EBBE.
Research limitations/implications
Theoretically, this research could bridge marketing and organisational behaviour theories by highlighting employees' role in building brand equity. Moreover, it might expand the social identity theory within an organisational context, emphasising employees' identification with the brand as a crucial element.
Practical implications
The study offers practical implications for the banking industry and similar contexts, suggesting robust internal marketing strategies prioritising professional development and socio-emotional connectivity. Theoretically, this research could bridge marketing and organisational behaviour theories by highlighting employees' role in building brand equity. Moreover, it might expand the social identity theory within an organisational context, emphasising employees' identification with the brand as a crucial element.
Originality/value
The paper presents an original contribution to the field of brand equity research by proposing and validating a novel framework for EBBE that uniquely integrates both professional and socio-emotional dimensions of employees' experiences. This approach is particularly innovative within the context of the banking sector, offering new empirical insights.
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