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Abstract

Details

The Emerald Handbook of Multi-Stakeholder Communication
Type: Book
ISBN: 978-1-80071-898-2

Book part
Publication date: 17 June 2020

Alireza Nankali, Maria Palazzo, Mohammad Jalali, Pantea Foroudi, Nader Seyyed Amiri and Gholam Heydar Salami

This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of…

Abstract

This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of hypotheses related to the selected constructs. A model of the IMC was tested in a survey conducted among stakeholders in the selected field. Professionals responsible for communication and branding activities need to evaluate the relative contributions of the IMC in the B2B2C perspective.

Article
Publication date: 4 July 2022

Jiseon Ahn

Despite the growth of the online overseas purchasing industry, there is a lack of studies addressing these companies' communication strategies. Thus, this study aims to…

Abstract

Purpose

Despite the growth of the online overseas purchasing industry, there is a lack of studies addressing these companies' communication strategies. Thus, this study aims to examine the impact of customer experiences with communication via overseas purchasing websites.

Design/methodology/approach

Using data from overseas purchase customers in the United States, this study examines communication as either firm or customer generated and assesses their effects on brand-related outcomes.

Findings

The results show that both firm- and customer-generated communication influence brand awareness, perceived quality, and loyalty. Also, the impact of brand awareness on perceived quality is supported. Differences in the relationship between communication and behavior across demographic characteristics (i.e. gender, age, income) are identified, and the impact of firm-generated content on customers is found to be greater than that of customer-generated communication.

Research limitations/implications

Given the limitations of quantitative surveys to examine overseas retailing practices, the results of this study provide a starting point for future researchers to conduct more qualitative studies with customers from various cultures.

Originality/value

Due to the importance of communication marketing in the retail setting, this study provides useful guidelines for online retail services to enhance customers' interaction and empowerment.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 11 April 2022

Mona Mrad, Maya Farah and Nour Mehdi

The purpose of this study is to explore the pros and cons of WhatsApp communication service and its likely effects on consumer behavior and one’s perception of luxury brands.

Abstract

Purpose

The purpose of this study is to explore the pros and cons of WhatsApp communication service and its likely effects on consumer behavior and one’s perception of luxury brands.

Design/methodology/approach

This study conducted 27 in-depth interviews with UK-based participants. This study used NVivo12 to thematically analyze the collected data.

Findings

The findings indicate that perceived communication convenience, searching for prepurchase information, intimate consumer–brand relationship, perceived self-worth and the thrill of a new service positively contribute to luxury customers’ acceptance of WhatsApp communication usage. Nevertheless, many factors including push promotional strategy, poor service quality, brand “massification” effect, deficient sensory experience, fear of financial risk and deceptive practices, all curbed the participants’ acceptance of this communication platform. When service is poor, all these factors jeopardized the luxury image, causing an impaired brand image, accompanied with negative word of mouth and in some instances, unexpected anticonsumption reactions.

Research limitations/implications

This study carries the limitations of any exploratory and qualitative research. Therefore, future research should replicate this study in other areas and for other instant messaging platforms.

Practical implications

The implications of this study serve as a reference for luxury brands’ managers when managing their WhatsApp service. This study provides important insights into the risk of using WhatsApp by luxury brands to communicate with customers. The overall conclusion is that WhatsApp communication service requires a close, supervised and innovative use to benefit luxury brands.

Originality/value

To the best of the authors’ knowledge, the topic of WhatsApp usage as a communication mean in the luxury industry is still largely underexplored, hence filling a gap in the literature that needs to be addressed given its significant implications.

Details

Qualitative Market Research: An International Journal, vol. 25 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 7 May 2021

R. Deepa and Rupashree Baral

This study aims to expand the emerging body of literature on employer branding from the current employee perspective. It proposes that effective integrated communication

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Abstract

Purpose

This study aims to expand the emerging body of literature on employer branding from the current employee perspective. It proposes that effective integrated communication helps an organization fulfill its employer value proposition or employment value proposition (EVP). A firm that fulfills its brand promise in terms of EVP will derive employee-based brand equity (EBBE) benefits. Integrated communication is effective when employees experience coordination and consistency in brand communication. This influences their perception of psychological contract fulfillment (in terms of EVP attributes), which results in positive employee behavior in the form of EBBE benefits.

Design/methodology/approach

The study draws insights from the signaling theory and psychological contract literature which is based on the social exchange theory. The literature on integrated communication, employer branding and internal branding was reviewed to propose the relationships between the variables of interest. Data was collected using a questionnaire survey on 520 employees from the information technology (IT)-business process management industry in India, which is a customer-oriented industry known for its exemplary employer practices.

Findings

The findings suggest that integrated communication effectiveness impacts the perceived fulfillment of EVP attributes and EBBE. Again, the fulfillment of the relational value dimension of EVP attributes partially mediates the relationship between integrated communication effectiveness and EBBE.

Originality/value

This study is one of the first to explore employees’ perception of integrated communication effectiveness and fulfillment in terms of EVP attributes as antecedents to EBBE.

Article
Publication date: 3 June 2021

Yang Cheng and Hua Jiang

This study aims to explore the role of artificial intelligence (AI)-powered chatbot marketing efforts (CMEs) in the establishment of relationships between brands and their…

3864

Abstract

Purpose

This study aims to explore the role of artificial intelligence (AI)-powered chatbot marketing efforts (CMEs) in the establishment of relationships between brands and their customers, extending the link between relationship marketing and online consumer behavioral intentions.

Design/methodology/approach

Data are collected from 1,072 customers in the USA, who used chatbot marketing activities from any of 30 brands leading their industries in messaging innovation. Structural equation modeling is used for data analysis.

Findings

Results show that interaction, information, accessibility, entertainment and customization are important CMEs components. CMEs have significant direct effects on the quality of communication with chatbot agents and indirectly affect customer–brand relationships (CBR) and customer response. In addition, the findings demonstrate that CBR mediates the association between communication quality and customer response.

Originality/value

Implications of this study can enable practitioners to understand the effects of AI on user experiences and provide a guide for the development of CMEs strategies and relationship building.

Article
Publication date: 2 April 2021

Rico Piehler, Ayla Roessler and Christoph Burmann

This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents…

Abstract

Purpose

This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the corporate branding domain in a city branding context.

Design/methodology/approach

The relationships between the brand management-related antecedents and the internal city branding (ICB) objective are tested through structural equation modeling using cross-sectional survey data of 414 residents of a German city.

Findings

Both the brand-oriented leadership of the mayor in terms of acting as a role model by living the city brand and its identity and by showing commitment to the brand and the city’s online brand communication in terms of its quality have positive effects on residents’ city brand commitment. Moderation analyses reveal no significant differences between the path estimates for age, place of birth, duration of residency and education. However, the results differ significantly for gender.

Research limitations/implications

As this study’s sample is limited to only one city in Germany, further research needs to investigate the relationships in different cities and other countries to ensure the generalizability of the results. Future studies might also include other aspects of city brand communication, as well as cognitive and behavioural ICB objectives.

Practical implications

To increase residents’ city brand commitment, city brand managers should ensure that a city’s online brand communication is adequate, complete, credible, useful and clear. Furthermore, through creating awareness for the importance of a mayor’s brand-oriented leadership and through educating and training the mayor to engage in this specific form of brand-oriented transformational leadership, city brand managers can increase residents’ emotional attachment with the city brand.

Originality/value

This study integrates internal branding research from the corporate branding domain with place and city branding research. It confirms that certain aspects of internal branding (i.e. brand-oriented leadership, brand communication and brand commitment) are applicable not only in the corporate branding domain but also in other branding contexts such as city branding if adapted properly.

Details

Journal of Product & Brand Management, vol. 30 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 16 January 2019

Tatiana Anisimova, Jan Weiss and Felix Mavondo

Drawing on the stimulus–organism–response (S-O-R) model, the purpose of this study is to investigate mediating effects of controlled and uncontrolled communications of…

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Abstract

Purpose

Drawing on the stimulus–organism–response (S-O-R) model, the purpose of this study is to investigate mediating effects of controlled and uncontrolled communications of corporate brand perceptions on consumer satisfaction and loyalty.

Design/methodology/approach

Structural equation modeling (SEM) was used to test the hypotheses on a sample of 271 Australian automobile consumers.

Findings

The authors find that while consumer satisfaction is indirectly influenced by corporate-level attributes via controlled and uncontrolled communication, the authors did not find an indirect effect between consumer benefits on consumer satisfaction via controlled and uncontrolled communication. By contrast, the authors find highly significant indirect effects – via controlled and uncontrolled communication as well as consumer satisfaction – for the relationship between, on the one hand, corporate-level attributes and consumer benefits and consumer brand loyalty on the other. Uncontrolled communication was significantly associated with consumer loyalty, a relevant finding that indicates an importance of tracking media coverage and maintaining favorable relationships with the media.

Research limitations/implications

The cross-sectional method limits data collection to one point in time.

Practical implications

This study adds to a better understanding of how to leverage corporate brand through communications in ways that it positively resonates with consumers. A fine-grained analysis of corporate brand attributes and consumer-perceived benefits can aid managers in developing specific and more effective marketing strategies.

Originality/value

The overall thrust of this empirical study, which is to investigate how corporate brand perceptions influence short term (satisfaction) and long term (loyalty) via controlled and uncontrolled communications is original. This study comprehensively conceptualizes and operationalizes the corporate brand as a multidimensional construct consisting of corporate-level attributes and brand-level attributes such as perceived consumer benefits. To examine the hypothesized relationships between and among our constructs, the authors go beyond the commonly studied single mediator model and test a multiple mediator model instead.

Details

Journal of Consumer Marketing, vol. 36 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 9 March 2015

Bruno Schivinski and Dariusz Dabrowski

The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts…

24171

Abstract

Purpose

The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity (CBBE) metrics through Facebook.

Design/methodology/approach

We evaluated 302 data sets that were generated through a standardized online survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing and mobile network providers. We applied a structural equation modeling technique to investigate the effects of social media communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences.

Findings

The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated.

Originality/value

This article is pioneering in that it exposes the effects of two different types of social media communication (i.e. firm-created and user-generated social media brand communication) on CBBE metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever CBBE metrics.

Details

Journal of Research in Interactive Marketing, vol. 9 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 20 September 2019

Md. Abdul Momen, Seyama Sultana and A.K.M. Ahasanul Haque

Internet-based marketing communication has been an important element for organizations to build brand image and brand equity. Higher education is not an exception…

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Abstract

Purpose

Internet-based marketing communication has been an important element for organizations to build brand image and brand equity. Higher education is not an exception. However, configuring the right mix in the age of social networking sites and various online displays and constantly changing algorithm in search engine optimization have become major challenges today. Hence, the purpose of this study is to configure integrated online marketing communication for the development of brand image and brand equity for higher educational institutions.

Design/methodology/approach

The study is quantitative in nature. A responsive group of 370 students was chosen from different educational institutions in Malaysia via stratified random sampling techniques. Both exploratory and confirmatory factor analyses were used for interpreting the data. To test the derived hypotheses, structural equation modelling was used.

Findings

In line with contemporary literature, the study revealed positive relationships between brand image and brand equity, between search engine and brand image and between social media and brand image. The relationship between online display and brand image was not found significant.

Research limitations/implications

Future research can be done considering both online and conventional marketing communications for the same purpose. This approach can also be used for private and public institutions separately, considering their differences in nature.

Practical implications

Because history and tradition are no more a single tool to attain and retain the positive image and customer-based brand equity, this study can help higher educational institutions to configure integrated online communication for their target groups, such as students and industry, in the age of the internet.

Originality/value

This study generates a comprehensive understanding of the impact of Web-based marketing communication to develop brand image and brand equity of higher educational institutions.

Details

Global Knowledge, Memory and Communication, vol. 69 no. 3
Type: Research Article
ISSN: 2514-9342

Keywords

1 – 10 of over 48000