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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…

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.

Details

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

Keywords

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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

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.

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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.

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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

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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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1712

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

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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…

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22349

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

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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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1024

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

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Article
Publication date: 9 November 2010

Alessandra Zamparini, Francesco Lurati and Laura G. Illia

The purpose of this paper is to propose a method by which to audit winemakers' communication of regional wine brands and to illustrate the method's conceptual basis…

Abstract

Purpose

The purpose of this paper is to propose a method by which to audit winemakers' communication of regional wine brands and to illustrate the method's conceptual basis through its empirical application to the Swiss wine Merlot Ticino.

Design/methodology/approach

The audit is comprised of two parts: one captures producers' intentions regarding the communication of the regional wine brand while the other determines what wineries actually convey through their formal communications. Data about intentions were collected through qualitative interviews and a survey of producers, while data on what wineries convey was based on a content analysis of wineries' communication materials.

Findings

The application of the audit to the brand Merlot Ticino shows that the proposed method provides several insights into the brand's personality, possible gaps between producers' intentions and actual communications, the potential target of the communication, the level of consistency of communication content and style, and the expressiveness of wineries in communicating the regional wine brands.

Research limitations/implications

The content analysis adopted in this research focuses on formal communications issued by wineries. Adding oral contents and consumer perceptions would considerably improve the audit tool.

Originality/value

This paper provides winemaking regions with a useful tool with which to determine the effectiveness of their brand projections in the collective promotion of their regional wine brands. The paper is of value for academic research because it illustrates that results may be obtained in the wine brand field using methods traditionally used in corporate communication research, like projective techniques and communications audits.

Details

International Journal of Wine Business Research, vol. 22 no. 4
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 1 March 2002

Mike Reid

Integrated marketing communications (IMC) is regarded as an important marketing management issue because of increasingly dynamic market conditions, and the impact that…

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6197

Abstract

Integrated marketing communications (IMC) is regarded as an important marketing management issue because of increasingly dynamic market conditions, and the impact that this dynamism is having on the effectiveness of traditional marketing communications tools and planning approaches. IMC relates to me strategic management of marketing communications to achieve superior brand performance. This paper uses that Integrated Marketing Audit (Duncan and Moriarty, 1997) as a mechanism to analyse the degree of integration of marketing communications management and link this to measures of brand performance. The research employs the Australian and New Zealand wine industries as a context to consider this relationship. Analysis suggests that a higher degree of integration in marketing communications management results in better brand performance. As a result, managers of wine brands should consider how to adopt IMC principles and review their management of marketing communications.

Details

International Journal of Wine Marketing, vol. 14 no. 3
Type: Research Article
ISSN: 0954-7541

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Article
Publication date: 1 March 2005

Debra Grace and Aron O'Cass

This study seeks to examine the effects of three communication avenues, namely controlled communication (e.g. advertising/promotions), uncontrolled communications

Downloads
10456

Abstract

Purpose

This study seeks to examine the effects of three communication avenues, namely controlled communication (e.g. advertising/promotions), uncontrolled communications (word‐of‐mouth (WOM)/publicity), and brand name, on consumer service brand evaluation.

Design/methodology/approach

This study employed a quantitative methodology and data were gathered from consumers intercepted in a shopping mall via a self‐completed survey.

Findings

The results show that controlled communications and brand name have a significant effect on customer satisfaction, brand attitudes and brand reuse intentions. WOM was shown to have a significant influence only on brand reuse intentions. In addition, comparisons made across different retail service types (e.g. stores and banks) showed differences in relationships between the examined variables.

Research limitations/implications

The brand stimuli used in the survey instrument limit the findings to retail stores and banks and, thus, may not be applicable in all service situations. On this basis, it is recommended that future research should further explore the key constructs of this study in other service settings.

Practical implications

The findings suggest that controlled communications and brand name are pivotal in establishing consumer expectations, thus influencing satisfaction and brand attitudes. Therefore, these types of advertising should be utilised to communicate realistic service experiences, while brand names should reinforce consumer confidence, trust and safety in usage. Positive WOM advocating proven reliability and consistency of the brand should be encouraged and rewarded to encourage new usage and reusage behaviour.

Originality/value

The value of this paper lies in the comparison of different brand communications with different consumer responses to the brand not previously examined. The results therefore suggest ways in which marketers can maximise the benefits of their communications.

Details

Journal of Product & Brand Management, vol. 14 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

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