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Article
Publication date: 27 May 2022

Azim Zarei, Ghazale Taheri and Hadi Ghazvini

Researchers, with the widespread acceptance of Web-based technologies by companies, have recently discovered a new type of social capital through these mass communication tools…

Abstract

Purpose

Researchers, with the widespread acceptance of Web-based technologies by companies, have recently discovered a new type of social capital through these mass communication tools, but there is still limited knowledge about its formation. Therefore, this study specifically aims to conceptualize and validate brand social capital (BSC) by analyzing the role of the online brand community’s social media capital (OBCSC).

Design/methodology/approach

Research data was collected using a questionnaire with 39 closed-ended questions. Participants, among the 220 questionnaires distributed, only returned 140 acceptable questionnaires, indicating a response rate of 64%. The statistical population of the study included managers and employees of e-commerce companies active in social media in the field of B2C who introduce and sell their products and services on various types of social networking websites. This study performed data analysis using structural equation modeling with partial least squares.

Findings

The results showed that OBCSC has a positive and significant effect on the integration of brand knowledge, branding co-creation and sense of belonging to the brand community, and in addition, using the mediating role of these three variables, it also has a positive effect on BSC. This study rejects only hypothesis 8 among all the hypotheses formulated, which shows that the sense of belonging to the brand community has no significant effect on branding co-creation.

Originality/value

By conceptualizing a new phenomenon called BSC and how its conversion mechanism is, this research defines a specific and formulated path to better identify the results of the organizational use of social media. In addition, it significantly contributes to increasing managers’ understanding of the importance of online brand community activities in internalizing customer brand knowledge within the company and turning it into wealth.

Details

VINE Journal of Information and Knowledge Management Systems, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2059-5891

Keywords

Article
Publication date: 2 November 2018

Galina Biedenbach, Peter Hultén and Veronika Tarnovskaya

The purpose of this study is to investigate the effects of human capital and relational trust on business-to-business (B2B) brand equity.

1874

Abstract

Purpose

The purpose of this study is to investigate the effects of human capital and relational trust on business-to-business (B2B) brand equity.

Design/methodology/approach

Data collection was conducted among the clients of one of the Big Four auditing firms in Sweden. Structural equation modeling was used to test the hypothesized effects.

Findings

The results demonstrate positive effects of human capital and relational trust on the core dimensions of brand equity. In the context of the professional services, human capital was found to have a stronger direct impact than relational trust on brand associations, perceived quality and brand loyalty.

Practical implications

The study provides practical recommendations for marketing managers on how to consider the nature of B2B brand equity and its determinants in developing successful branding strategies. The findings indicate that although relational trust has a positive impact on brand equity, it draws on the clients’ positive perceptions of the service providers’ human capital. Thus, investments that generate positive perceptions of a service provider’s human capital will strengthen its competitive position. Leading to the creation of relational trust and having a strong impact on the dimensions of brand equity, human capital is a strategic asset that needs careful management.

Originality/value

The study advances extant knowledge on B2B brand equity by examining contextual conditions and factors that are critical for building strong brands in industrial markets. The study demonstrates that clients’ perceptions about the knowledge, skills and abilities of service providers are more important than relational trust for enhancing B2B brand equity.

Details

Journal of Business & Industrial Marketing, vol. 34 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 1 December 2020

Enrico Laghi, Michele Di Marcantonio, Valentina Cillo and Niccolo Paoloni

This study aims to validate a direct method to measure relational capital through the estimation of corporate brands. Considering the influence of relational capital management in…

12627

Abstract

Purpose

This study aims to validate a direct method to measure relational capital through the estimation of corporate brands. Considering the influence of relational capital management in leading performance and brand development, we consider brand value as a proxy for relational capital. The main research goal is to extend the previous literature on intellectual capital, financial performance and brand management by elaborating and testing an original approach for valuating corporate brands using regression analysis on multiples based on firm-specific accounting data and market information.

Design/methodology/approach

The authors propose two econometric models, for both listed and non-listed companies, which consider brand valuations made by primary consulting entities (Interbrand, Brand Finance, BrandZ, European Brand Institute) and multiples derived from accounting and market data of firms. Models were tested on a sample of nonfinancial firms for the period from 2006 to 2019, distinguishing between IAS/IFRS-based and US GAAP-based reporting standards.

Findings

The empirical results show that the identified set of market and accounting multiples proved to be significant information for estimating the value of brands within the IAS/IFRS framework, while a lower explanatory power was assessed for US GAAP firms. Furthermore, the empirical evidence confirm that the direct, relative approach based on multiples is more accurate for valuating listed firms than non-listed firms. Robustness analysis demonstrates that findings do not change significantly when the reference datasets and the main assumptions of the models are altered.

Research limitations/implications

The statistical significance of the analysis is limited by the non-objective nature of brand value estimates. The use of additional sources for brand valuations might allow for the further assessment of the robustness of the relationships identified.

Practical implications

Due to their efficacy and ease of use, the proposed models represent valid practical tools for managers, investors, analysts and professional evaluators.

Originality/value

This work contributes to the existing literature through the identification of significant, stable relationships between brand values and the main economic, financial and asset characteristics of firms; the identification of those relationships would allow for the extension of the multiples approach also to the evaluation of brands.

Open Access
Article
Publication date: 15 February 2021

Boban Melović, Milica Vukčević and Marina Dabić

The aim of this paper is to show how a bank's brand value is quantitatively assessed using the Interbrand methodology, taking into account the specifics of the banking market…

2354

Abstract

Purpose

The aim of this paper is to show how a bank's brand value is quantitatively assessed using the Interbrand methodology, taking into account the specifics of the banking market. Therefore, the objective of this paper is to review the ways in which brands contribute to the higher market value of banks by strengthening intellectual capital (IC), as reflected in increased levels of competitiveness and the reputation that the bank maintains in the minds of customers.

Design/methodology/approach

This paper applies the Interbrand methodology, which indicates that the assessment of brand value implies the determination of economic profit as the difference between the net operating profit after tax and the cost of capital. The brand profit is then calculated as the product of the economic profit and the index of the brand role. Brand value is obtained as the product of the brand's profit and the discount rate of the brand. In order to further test the results obtained through the application of the Interbrand methodology, linear regression was applied to the panel data in order to provide more efficient econometric estimates of the model parameters.

Findings

This research has shown that the Interbrand methodology's empirical foundations lie in the Montenegrin banking market, but also that, out of all of the analyzed parameters, the greatest significance is obtained from the profit of the brand, which influences the value of bank brands.

Research limitations/implications

This research is related to the service sector–in this case, financial services – meaning that it is necessary to adjust the calculation of the weighted average cost of capital. Although the banking sector is a very competitive market, a limitation exists in the fact that the research was conducted only in Montenegro. In other words, in order to achieve a more detailed analysis, this methodology should be applied to more countries, such as those within the Western Balkans, as they have a relatively similar level of development.

Practical implications

A main contribution of this paper is that the assessment of the banks' brand value could be useful to future investors. Therefore, the improvement of the financial sector–in this case, banks–as institutions that hold a dominant position in the financial market in Montenegro, is a particularly important issue. It is important to point out that the research conducted could serve as a means by which to bridge the gap between theory and practice, since the methodology of the consulting company Interbrand has been optimized and adjusted to the Montenegrin banking market.

Social implications

On considering the fact that most countries of the Western Balkans are at a similar level of development, the authors can conclude that, with the help of this adapted form of methodology, this research can be applied to assess banks' brand value in neighboring countries.

Originality/value

This paper serves as the basis for further research as the analysis of banking institutions that comprise both marketing and financial aspects, i.e. the application of the Interbrand methodology, was not conducted in Montenegro. Also, this paper overcomes the literal gap between theory and practice as there is little research thus far involving the application of the Interbrand methodology to the field of finance; especially in the field of banking. The authors point out the specifics of the banking sector as a key explanation for this. This is why it is necessary to make certain adjustments to the methodology. The research has positive implications for banks' internal and external stakeholders. The originality of this research is reflected in the fact that the Interbrand methodology has been optimized in order to assess the brand of banks, taking into account the specificity of the analyzed market. Brand is analyzed as a component of IC: another factor that exemplifies the value of this research.

Details

Journal of Intellectual Capital, vol. 22 no. 7
Type: Research Article
ISSN: 1469-1930

Keywords

Article
Publication date: 7 December 2021

Zhimin Zhou, Rixiang Wang and Ge Zhan

This study aims to investigate the role of multidimensional social capital and consumer subjective well-being in online brand communities (OBCs). The aim was to provide practical…

Abstract

Purpose

This study aims to investigate the role of multidimensional social capital and consumer subjective well-being in online brand communities (OBCs). The aim was to provide practical guidance to global brand marketers for cultivating and strengthening OBC operations, optimizing consumer-brand-community relationships and creating value in the digital age.

Design/methodology/approach

A total of 576 valid questionnaires were collected through an online survey, and the model was tested using partial least squares structural equation modeling.

Findings

In OBCs, the cognitive dimension of social capital (i.e. shared language and shared vision) strongly affects the relational dimension of social capital (i.e. social trust and reciprocity). Both these dimensions also positively influence consumer community subjective well-being, which, in turn, enhances consumer brand subjective well-being. Thus, community subjective well-being has a mediating role in the aforementioned relationship, and brand community is an antecedent to brand subjective well-being.

Research limitations/implications

Future studies should investigate other dimensions of social capital and well-being, as well as moderator variables, social environments and types of culture.

Originality/value

This study constructed a conceptual framework that focused on the effect of multidimensional social capital in OBCs to elucidate antecedents of brand subjective well-being from the perspectives of social networks and relationships. Moreover, it examined how brands strategically expand their clientele base with regard to target customers.

Details

Journal of Product & Brand Management, vol. 31 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 9 April 2021

Rania B. Mostafa

This paper fulfills a prominent need to examine some overlooked predictors of consumer engagement in an online setting. This study aims to explore whether and how consumer…

1083

Abstract

Purpose

This paper fulfills a prominent need to examine some overlooked predictors of consumer engagement in an online setting. This study aims to explore whether and how consumer e-empowerment mediates the influence of social capital (bonding and bridging) on consumer engagement with the Facebook brand page.

Design/methodology/approach

Based on an online questionnaire survey, data obtained from 369 Facebook users were analyzed by using structural equation modeling to empirically examine the proposed framework.

Findings

Results support an influential mediating effect of consumer e-empowerment to the social capital -consumer engagement link. Specifically, the effect of both bridging and bonding social capitals on consumer engagement is partially mediated by consumer e-empowerment.

Research limitations/implications

The social capital notion is powerful for managers, as it indicates significant results for the firm due to investments in social media brand pages. Such social capital transmutes into consumer engagement via consumer e-empowerment. Therefore, this paper provides a guideline for managers when investing in social media sites.

Originality/value

This paper fulfills an identified need to study how social capital may affect consumer engagement. The paper is a leading study in investigating the direct and indirect (via consumer e-empowerment) effects of bonding and bridging social capitals on consumer brand engagement.

Details

Journal of Research in Interactive Marketing, vol. 15 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 5 January 2024

Muhammad Adeel Abid, Muhammad Mohsin, Nadia Nasir and Tayyaba Rafique

Based on the principles of the social capital theory (SCT), this study aimed to generate hypotheses and evaluate a mediated moderated model that examined the impact of social…

Abstract

Purpose

Based on the principles of the social capital theory (SCT), this study aimed to generate hypotheses and evaluate a mediated moderated model that examined the impact of social capital on online brand community happiness (OBCH).

Design/methodology/approach

Using 215 online questionnaires from users of private online brand communities (OBCs) , researchers examined the hypothesized connections between variables. The SPSS 21.0 and AMOS 26.0 were applied to fulfill the purpose.

Findings

For the goodness of model fit, the authors have applied cut off criteria for fit indexes given by Hu and Bentler (1999) and model-fit measures indicators, i.e. CMIN/DF 1.397, CFI 0.958, SRMR 0.045, RMSEA 0.043 and PCLOSE 0.866, which meet the minimum acceptable criteria. Based on the results, social capital significantly affects psychological well-being (PWB), which, consequently, leads toward increased happiness among OBCs. Furthermore, membership duration moderates the relationship between PWB and OBCs.

Research limitations/implications

The authors have utilized a cross-sectional research design, and it limits the researcher’s ability to generalize the findings. These findings imply how social capital leverages PWB and OBCH. Moreover, the presence of membership duration helps to understand that members who spend more time in the community are happier in the OBCs.

Practical implications

In this age of social media, it provides valuable guidance to the administrators of private Facebook groups dedicated to specific brands, enhancing the definition and development of OBC operations and community interactions.

Originality/value

This research takes a broader look at social capital’s impact on happiness among private OBCs. The current research contributes to the existing body of work by emphasizing the role of PWB in generating happiness. The study is novel in examining the mediating moderating model of PWB and membership duration to explore deep insights for social media platforms.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 11 January 2016

Noelia Sanchez-Casado, Juan Gabriel Cegarra Navarro, Anthony Wensley and Eva Tomaseti-Solano

Over the past few years, social networking sites (SNSs) have become very useful for firms, allowing companies to manage the customer–brand relationships. In this context, SNSs can…

1342

Abstract

Purpose

Over the past few years, social networking sites (SNSs) have become very useful for firms, allowing companies to manage the customer–brand relationships. In this context, SNSs can be considered as a learning tool because of the brand knowledge that customers develop from these relationships. Because of the fact that knowledge in organisations is embodied in the concept of the learning organisation, customers may create brand knowledge as a consequence of two learning facilitators: informational and instrumental value. Then, the purpose of this paper is to identify the role played by brand knowledge in the process of creating customer capital, in the context of SNSs.

Design/methodology/approach

A total of 259 users of SNSs, who were followers or fans of brand pages, participated in this study. Data were collected through an online survey and they were analysed using structural equation modelling.

Findings

The results of the study show that brand pages at SNS can perform brand knowledge by providing purposive gratifications to its customers. Moreover, they can also develop an indirect effect on customer capital, through the direct effect that brand knowledge has on it. Therefore, the results of the study will help managers design their learning strategies in relation to SNS and confirm the need of using SNS as a learning tool.

Originality/value

Few, if any, studies have analysed whether gratifications, usually related to media, work as learning facilitators in the context of brand pages at SNS.

Details

The Learning Organization, vol. 23 no. 1
Type: Research Article
ISSN: 0969-6474

Keywords

Article
Publication date: 11 September 2007

Rodney C. Runyan, Patricia Huddleston and Jane L. Swinney

The purpose of this paper is to describe a qualitative study of small retailers, designed to uncover perceptions of resources which may be utilized to create competitive…

3997

Abstract

Purpose

The purpose of this paper is to describe a qualitative study of small retailers, designed to uncover perceptions of resources which may be utilized to create competitive advantages and improve performance. The resource‐based view (RBV) of the firm has focused on large firms, and this study extends RBV to the small firm.

Design/methodology/approach

Using focus groups of small retailers within four communities in the USA, open‐ended questioning and discussions were utilized to help elicit responses about owner's resources.

Findings

The concepts of community brand identity, local social capital and environmental hostility (though not part of the original discussion guide), emerged as important constructs. Both community brand identity and social capital were articulated by focus group participants as resources which helped them to be successful. Brand identity was seen as important regardless of environment, while social capital emerged as a resource used more in hostile environments.

Research limitations/implications

Brand identity and social capital are non‐economic resources which may help small retailers to compete in increasingly competitive environments. The RBV holds that to provide a competitive advantage, a firm's resources must be valuable, rare, imperfectly mobile and non‐substitutable. This qualitative study supports the conceptualization of brand identity and social capital as such resources.

Practical implications

Small business owners need to recognize the value of non‐monetary resources. Once these are recognized they can then be leveraged by the business owner to improve performance.

Originality/value

Few studies exist which apply the RBV to small firms. Only recently have scholars begun to operationalize constructs of the RBV. Researchers have not investigated social capital or brand identity as mitigators of environmental hostility. This study addresses each of these issues.

Details

Qualitative Market Research: An International Journal, vol. 10 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 2 February 2023

Jiyoung Kim, Xi Yu Leung and Brittany McKneely

Using social capital theory as the theoretical framework, the purpose of this study is to examine if shared value, the norm of reciprocity and social bonding within a small…

1363

Abstract

Purpose

Using social capital theory as the theoretical framework, the purpose of this study is to examine if shared value, the norm of reciprocity and social bonding within a small fashion brand's Instagram page transfers to the overall perception and purchase intention toward the brand. Further, the authors test perceived benefit (i.e. perceived usefulness and perceived enjoyment) as anteceding variables along with the social capital variables. More specifically, this study investigates (1) the influence of shared value and norm of reciprocity on social bonding on the Instagram page, (2) the influence of perceived usefulness and perceived enjoyment on social bonding on the Instagram page, (3) the mediating effect of brand trust and brand identification on the relationship between social bonding and purchase intention and (4) and the moderating role of the generational cohort on the hypothesized relationships.

Design/methodology/approach

Through an online survey, 599 usable data were collected to test the proposed research framework using partial least squares structural equation modeling.

Findings

The results identify significant influences of shared value, norm of reciprocity and perceived enjoyment on social bonding. Brand identification and brand trust both have significant mediating effects between social bonding and purchase intention. Further, the results show that the mediating effect of brand trust is significantly higher for Generation Y, while the mediating effect of brand identification is significantly higher for Generation Z.

Originality/value

The study findings provide important implications for small fashion brands operating in a social media realm.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 27 no. 6
Type: Research Article
ISSN: 1361-2026

Keywords

1 – 10 of over 33000