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Article
Publication date: 30 October 2023

Zhansaya Turgambekova, Metin Kozak and Antonia Correia

The purpose of this study is to develop and test a practical model to identify a developing destination’s assets. Using the existing destination branding concepts and theories in…

Abstract

Purpose

The purpose of this study is to develop and test a practical model to identify a developing destination’s assets. Using the existing destination branding concepts and theories in the research, this study aims to identify how the assets of a developing destination differ from those of a developed destination.

Design/methodology/approach

The study followed the “practical model for determining destination assets” proposed in the article. The first stage includes collecting the information on the tourism potential of the destination. In the second stage, in-depth interviews were carried out with information carriers of a developing destination and analyzed by highlighting keywords in the responses. The following stages include the questionnaire survey, factor analysis and segmentation analysis.

Findings

The following conclusions can be drawn from the results of the study. First, the assets of a developing destination, recreation areas, attractive visitor facilities and obligatory additional services are rational. Second, the assets used for destination branding are based on their unique character. According to the analysis results, the Almaty region’s unique character is associated with natural resources. The direction of recreation in the Almaty region boils down to two components: cognitive tourism and sports tourism.

Research limitations/implications

The study was conducted during the COVID-19 pandemic. First, given that external tourism faced significant constraints during the pandemic, we must acknowledge that a study of destination branding may be more appropriate before or after the pandemic. Second, the survey was conducted online in connection with the introduction of quarantine measures. Third, the assets of a developing destination were selected based on the results of the interviews. In future studies, including other attributes may allow the identification of new assets for branding.

Practical implications

The practical destination branding model presented in the study has practical implications for destination authorities. Using the proposed model, assets of other destinations can be identified. In addition, the results of the analysis of the Almaty region as a developing destination will be effective for destination authorities in developing their tourism programs. Recreation areas, attractive tourism facilities and obligatory additional services can be used in destination branding.

Social implications

This study drew on the experience of the population’s ambassador activity. The in-depth interview was obtained from the destination’s tourism informants, and the survey aimed to identify public opinion. The residents who participated in the interview and survey perform an ambassadorial function in strengthening the identified assets of the destination and implementing tourism programs. Accordingly, there is a growing sense of pride in being a resident of the destination.

Originality/value

The study has both theoretical and practical significance with the following results. First, it provides insights on enhancing public participation from the beginning of the destination branding process and respecting the continuation of its ambassadorial activities, provided that the identified destination assets are rational. Second, destination asset associations for developing destinations are presented. Third, the study creates a realistic picture of the Almaty region as a destination for visitors and destination authorities.

Details

International Journal of Tourism Cities, vol. 9 no. 3
Type: Research Article
ISSN: 2056-5607

Keywords

Article
Publication date: 17 November 2023

Dmitry Kucherov and Victoria Tsybova

The purpose of this paper is to identify the differences in employer branding between the companies that participate and those that do not participate in employer ranking.

Abstract

Purpose

The purpose of this paper is to identify the differences in employer branding between the companies that participate and those that do not participate in employer ranking.

Design/methodology/approach

Quantitative data were collected through a survey from 188 companies operating on the Russian labour market. Descriptive statistics, frequency analysis, correlation analysis and multivariate analysis of variance were used to analyse the collected data.

Findings

The findings revealed specific profiles of the companies that participated and did not participate in employer ranking. Companies differed in their employer branding orientation, internal branding, employer branding strategy, employer branding programmes and employer branding communications tasks. At the same time, brand orientation did not differ between participants and non-participants of employer ranking.

Originality/value

This study integrates the employer brand equity theory and the signalling theory to better explain the differences between participants and non-participants of employer ranking.

Details

International Journal of Organizational Analysis, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1934-8835

Keywords

Open Access
Article
Publication date: 22 December 2023

Khaled Hamad Almaiman, Lawrence Ang and Hume Winzar

The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.

2097

Abstract

Purpose

The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.

Design/methodology/approach

This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma.

Findings

With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale.

Research limitations/implications

Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories.

Practical implications

Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement.

Originality/value

Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.

Details

European Journal of Marketing, vol. 58 no. 13
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 9 November 2021

Washington Macias, Katia Rodriguez, Flavio Arosemena-Burbano and Donald Zhangallimbay

The purpose of this work is to analyze a brand valuation methodology proposed by the current Ecuadorian National Service for Intellectual Rights, assessing the relevance of the…

Abstract

Purpose

The purpose of this work is to analyze a brand valuation methodology proposed by the current Ecuadorian National Service for Intellectual Rights, assessing the relevance of the proposed marketing variables: awareness, associations and evaluation of purchase determinants, and their relationship within the proposed methodology.

Design/methodology/approach

The authors used data from surveys of 482 consumers of two agricultural brands in Ecuador (supplies, equipment and services). The authors applied linear multiple regressions estimated by generalized least squares with heteroskedasticity-robust standard errors. “Intention to repurchase” and “recommend” the brands were selected as dependent variables due to their relationship with brand value.

Findings

Brand awareness and associations positively influence the two dependent variables. However, the interaction between brand awareness and associations is negative, suggesting that, for the upper level of awareness, associations have no effect over intentions. This result holds for both brands. Brand evaluation of purchase determinants was a significant predictor of intentions only for the brand which belongs to a product category in which the purchase decision process is more extensive and with more effort.

Research limitations/implications

This study is focused only on agricultural brands, which limits the generalization of the findings.

Originality/value

The agricultural sector is very important in Ecuador due to its contribution to GDP and employment, and the country's position as the fifth exporter of bananas worldwide. Understanding consumer behavior is important for brands and firms' managers in order to preserve or increase brand value, for which a reliable valuation model is useful.

Details

Journal of Agribusiness in Developing and Emerging Economies, vol. 13 no. 2
Type: Research Article
ISSN: 2044-0839

Keywords

Book part
Publication date: 20 November 2023

Christian Palloix

This chapter presents a critical analysis of the wealth current practices of multinational firms as wealth predators; and relevant references from the theory of multinational…

Abstract

This chapter presents a critical analysis of the wealth current practices of multinational firms as wealth predators; and relevant references from the theory of multinational corporations and globalization from a Marxist perspective. The Marxist approach has also contributed to a theory of the self-expansion of capital (internationalization of the circuits of capital) on a global scale, within an analysis of the differentiation and of inequality.

Details

Value, Money, Profit, and Capital Today
Type: Book
ISBN: 978-1-80455-751-8

Keywords

Article
Publication date: 8 December 2023

Deryck J. Van Rensburg, Pete Naudé and Izak Fayena

Consumer product firms renowned for marketing appear to be complementing brand creation, extension and acquisition with minority equity investments in entrepreneurial brand…

Abstract

Purpose

Consumer product firms renowned for marketing appear to be complementing brand creation, extension and acquisition with minority equity investments in entrepreneurial brand ventures (EBVs) for strategic purposes. Similarly, EBVs are looking for growth and resources that can be accessed via inter-organizational partnerships. This flourishing industry practice and the paucity of empirical research indicates the potential for new studies. The research objective was to examine why and how large incumbents were implementing strategic brand venturing (SBV), and with this understanding to develop a framework useful for descriptive and normative purposes.

Design/methodology/approach

This qualitative research study comprised in-depth interviews and multiple data sources across seven case studies drawn from US subsidiaries of global firms within the consumer products industry. Grounded in resource theory, the dimensions of strategic brand equity investments are abductively derived.

Findings

The findings delineate 16 process capabilities within four aggregate clusters entailing, the designing of the SBV program, opportunity identification, brand entrepreneur partnerships and venture portfolio management. Prefaced by endogenous and exogenous antecedents, these process capabilities help to contribute strategic and financial value when implemented.

Research limitations/implications

This qualitative research study yielded analytical rather than statistical generalizations. A range of market and economic factors exist in the United States contributing towards a favorable entrepreneurial and brand incubation climate. This may render the SBV concept as contingent and contextual. Furthermore, the view of brand entrepreneurs' regarding the design of the process model were not explicitly sought but inferred from the discourses of the venturing units interviewed.

Practical implications

The article outlines several important implementation imperatives for corporations endeavoring to competitively advantage their brand portfolios via adoption of a minority equity investing strategy in EBVs. Practitioners are cautioned against myopically adopting this process alone as a success heuristic given other factors may impact success such as changes in corporate strategy or upper echelon sponsorship.

Social implications

Mission preservation for social brand ventures being tethered to a large incumbent may need to be taken into account prior to and during SBV relationships.

Originality/value

The research contributes to the call for greater insights into the investment processes used in venturing relationships as well as coverage of new industry sectors beyond technology industries that often characterize corporate venture capital studies. Several novel findings emerged related to the importance of—the industry ecosystem; symbiosis between the founding brand entrepreneur and brand culture; synchronization of investment strategies with an emerging brand life-cycle model and serendipitous corporate entrepreneurial opportunities.

Details

Journal of Strategy and Management, vol. 17 no. 1
Type: Research Article
ISSN: 1755-425X

Keywords

Article
Publication date: 31 March 2023

Marta Olivia Rovedder de Oliveira, Rodrigo Heldt, Cleo Schmitt Silveira and Fernando Bins Luce

Although brand equity (BE) is a widely accepted concept, its definition is still elusive, and researchers have not reached a consensus about which measures provide the best…

Abstract

Purpose

Although brand equity (BE) is a widely accepted concept, its definition is still elusive, and researchers have not reached a consensus about which measures provide the best estimates of this complex and multi-faceted construct. Hence, the authors propose a BE chain that incorporates consumer-based BE (CBBE) and firm-based BE (FBBE) measurement approaches, advocating in favor of a holistic approach and encouraging theoretical and empirical studies that assess the BE chain.

Design/methodology/approach

The methodology entailed an extensive literature review on the subject. The authors included many different sources and the most accepted ones for measuring CBBE and FBBE.

Findings

The authors present 10 propositions to build the BE chain, encompassing the different approaches of BE and including its antecedents and consequences.

Originality/value

Conceptualizing BE is a complex problem given the different viewpoints describing several aspects of this intangible marketing asset. Thus, this study aims to foster discussions about such viewpoints and provide a framework to support the sedimentation of BE conceptualization.

Details

Marketing Intelligence & Planning, vol. 41 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Book part
Publication date: 10 April 2023

Isti Yuli Ismawati and Taufik Faturohman

This chapter shows how to identify the characteristics of borrowers that are part of a credit scoring model. The credit risk scoring model is an important tool for evaluating…

Abstract

This chapter shows how to identify the characteristics of borrowers that are part of a credit scoring model. The credit risk scoring model is an important tool for evaluating credit risk associated with customer characteristics that affect defaults. This research was conducted at a financial institution, a subsidiary of a commercial bank in Indonesia, to answer the challenge of determining the feasibility of providing financing quickly and accurately. This model uses a logistic regression method based on customer data with indicators of demographic characteristics, assets, occupations, and financing payments. This study identifies nine variables that meet the goodness of fit criteria, which consist of WOE, IV, and p-value. The nine variables can be used as predictors of default probability: type of work, work experience, net finance value, tenor, car brand, asset price, percentage of down payment (DP), interest, and income. The results of the study form a risk assessment model to identify variables that have a significant effect on the probability of default.

Details

Comparative Analysis of Trade and Finance in Emerging Economies
Type: Book
ISBN: 978-1-80455-758-7

Keywords

Article
Publication date: 27 July 2023

Antonio S. Williams, Yoon Heo, Jun Woo Choi, Zack P. Pedersen and Kevin K. Byon

This study aims to explore the use of consumer-generated online product reviews as a source of brand associations in a sport setting.

Abstract

Purpose

This study aims to explore the use of consumer-generated online product reviews as a source of brand associations in a sport setting.

Design/methodology/approach

A total of 800 reviews were collected and categorized into 13 brand association dimensions derived from previous literature. Reviews were further categorized into three valence types (i.e. positive, negative and neutral) via a correspondence analysis.

Findings

A correspondence analysis revealed that positive product reviews were highly linked to performance and product-related attributes, while negative reviews were related to conformance associations. Additionally, the results showed that product-related (90.8%) attributes, experiential benefits (89.1%) and functional benefits (86.6%) were the most frequently communicated brand associations. The findings of this study underline the credibility of assessing brand associations from the consumers’ experience, through online consumer reviews.

Originality/value

The findings of the current investigation contribute to existing knowledge by examining consumer-based brand equity (CBBE) in an online setting. Previous, CBBE literature suggests that brand associations are held in the minds of the brand's consumers. To date, however, few studies have examined brand associations generated by consumers and instead have relied upon brand association dimensions developed by the researcher as opposed to the consumer (Ross et al., 2006). This, study however, utilized online sport product reviews as a source of consumer derived brand associations, and, therefore, will further the knowledge as to how brand associations are identified and measured.

Details

Sport, Business and Management: An International Journal, vol. 13 no. 5
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 8 January 2024

Rafael Barreiros Porto, Gordon Robert Foxall, Ricardo Limongi and Débora Luiza Barbosa

Consumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands…

Abstract

Purpose

Consumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands requires different criteria relevant to the competitiveness of companies, such as their prominence, management and meeting society’s demands. In this sense, this study aims to develop and validate a scale of corporate brand equity founded on consumer perceptions, transcending industry boundaries and comparing its relationship with companies' market share.

Design/methodology/approach

The authors used an integrative approach to clarify the construct’s domain, building on previous measures. They took several steps to select appropriate items, refine the measure, validate it through reliability tests and convergent and discriminant analyses, test the validity of the second-order formative structure of corporate brand equity and assess associations between first-order factors, the second-order factor and market share.

Findings

The model identifies three first-order dimensions of corporate brands (presence, outstanding management and responsible) that shape the second-order factor (corporate brand equity). They are directly related, but not proportionally, to market share, contributing to the general and joint assessment of the company’s competitive performance considering the consumer.

Originality/value

To the best of the authors’ knowledge, this study is the first attempt to develop a comprehensive measurement model of corporate brand equity that considers the firm level of analysis, combines metrics from previous research on corporate brand evaluation criteria and includes consumer perceptions of the company’s competitiveness, unifying branding theory with the theory of the marketing firm.

Details

Journal of Modelling in Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-5664

Keywords

1 – 10 of over 3000