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Article
Publication date: 3 February 2012

Qu Xiao, John W. O'Neill and Anna S. Mattila

The purpose of this paper is to examine corporate strategic effects on hotel unit performance. Taking a hotel owner's perspective, the relationship between four types of…

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Abstract

Purpose

The purpose of this paper is to examine corporate strategic effects on hotel unit performance. Taking a hotel owner's perspective, the relationship between four types of the owner's corporate level strategies and the hotel property financial performance are examined.

Design/methodology/approach

This study is built on a secondary data set provided by Smith Travel Research. A total of 2,012 hotels across the USA were analyzed for the period between 2003‐2005.

Findings

The findings support the existence of corporate effects in the US lodging industry. It is revealed that a hotel owner's corporate strategies do influence hotel property level financial performance. Specifically, a hotel owner's expertise in implementing superior strategies regarding segment, brand, operator, and location (i.e. state) are critical to hotel unit financial performance.

Research limitations/implications

The main limitations of this study include the limited number of years with available data, lack of knowledge on the names of hotel owners, brands and operators, and the performance measures focusing only operating but not value/return measures.

Practical implications

This research shows that a hotel owner can have significant influence on the operating performance of its hotel properties by implementing strategies regarding its properties' locations, segments, brand affiliations and operators. Specifically, brand affiliation has shown a consistently larger impact on both revenue and profit than other corporate strategies, and consequently should receive particular attention from the owner to carefully assess the brand's potential contribution before engaging in a franchise agreement.

Originality/value

This research expands the strategy research in the hospitality field by linking two key strategy constructs – corporate effects and corporate strategy – together and by revealing their collective influence on hotel performance.

Details

International Journal of Contemporary Hospitality Management, vol. 24 no. 1
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 24 June 2019

Edgar Centeno, Jesus Cambra-Fierro, Rosario Vazquez-Carrasco, Susan J. Hart and Keith Dinnie

The purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by…

1013

Abstract

Purpose

The purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by examining its potential relation with the SME owner-manager, the pathways to its creation and development and the intuitive nature of this relationship.

Design/methodology/approach

A grounded theory approach was used, and data were collected through a set of 36 semi-structured interviews with 30 SME owner-managers in various sectors in Mexico.

Findings

The results indicate that SME owner-managers intuitively humanise their brands. The study revealed four pathways to develop the brand-as-a-person metaphor in the SME context: through personality traits, tastes and preferences, abilities and knowledge and values, all suggesting that SMEs’ brand-as-a-person metaphors are largely an extension of their owner-managers.

Research limitations/implications

The paper presents a theoretical framework that illustrates the four pathways to the creation and development of brand-as-a-person that are derived from the brand’s relationship with the SME owner-manager. The results of cross-industry semi-structured interviews are limited to a single culture context.

Practical implications

SME owner-managers should first undertake an introspective personal assessment of their intuitive and conscious decision-making, as SME owner-managers often make decisions in an intuitive way. The results suggest that they should act in a more conscious, responsible and rational way when formulating their brand strategies.

Originality/value

This is the first study to clarify the profound influence of SME owner-managers’ personal characteristics, including personality traits, tastes and preferences, abilities and knowledge and values, on the brand-as-a-person metaphor. This study also confirms the intuitive learning strategy formulation of SME owner-managers’ branding practices and SMEs’ need for a more rational approach to branding.

Details

Journal of Product & Brand Management, vol. 28 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 20 July 2012

Jay Sang Ryu and Jane Swinney

Although place branding has been practiced for many years, limited studies have examined its impacts on economic performance from business owners' perspectives. The…

Abstract

Purpose

Although place branding has been practiced for many years, limited studies have examined its impacts on economic performance from business owners' perspectives. The purpose of this study is to explore the causal relationships between the internal branding of business owners and the external perception of downtown and business performance.

Design/methodology/approach

Data were collected from 167 downtown business owners of small communities in a Midwestern state in the USA. Confirmatory factor analysis was conducted to evaluate reliability and validity of the measurement model, and structural equation modeling was used to test the proposed hypotheses and research model.

Findings

The findings suggest that internal communication about downtown branding increased business owners' downtown brand congruence (internal branding) and in turn downtown commitment. Positive links from business owners' downtown commitment to their perception of downtown performance and individual business performance were also identified.

Practical implications

This study expands the scope of place branding with the perspectives of small communities' business owners. The findings suggest that “branding the downtown” may be an effective strategy to revitalize their downtown. Internal communication about downtown branding could encourage business owners to be integral parts of this strategy.

Originality/value

This study is unique in investigating place branding and internal branding quantitatively from the context of the business owner operating in the downtown.

Details

Journal of Place Management and Development, vol. 5 no. 2
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 10 February 2012

Richard Mitchell, Karise Hutchinson and Susan Bishop

The aim of this paper is to explore the meaning of the term “retail brand” to small‐ to medium‐sized enterprise (SME) owner managers and how this impacts upon brand

5483

Abstract

Purpose

The aim of this paper is to explore the meaning of the term “retail brand” to small‐ to medium‐sized enterprise (SME) owner managers and how this impacts upon brand management practice.

Design/methodology/approach

This research utilises a case study approach, which involved 12 SME retailers located in two regions of the UK, combining qualitative interview data with desktop research and documentary evidence.

Findings

The findings of this paper confirm that the owner manager is central to the brand management function in SME retail firms. Furthermore, it was found that the retail brand encompasses both symbolic and functional meaning to the owner manager.

Research limitations/implications

This research contributes to the retail and SME literature by offering a conceptual framework, which presents the interpretation of the retail brand from abstractive, service and environmental perspectives.

Practical implications

It is recommended that SME owner managers set an overall direction for branding across all aspects of the retail business. In doing so, existing retail brand models may be utilised as a tool kit for SME brand managers.

Originality/value

The research begins to address a significant empirical lacuna in branding at the SME retail marketing interface. This paper also adds to wider marketing discourse, through the presentation of terminological adaptation within a small retailing situ.

Details

International Journal of Retail & Distribution Management, vol. 40 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 1 December 1998

Adam P. Heath and Don Scott

Evaluates the applicability of self‐concept and product image congruity theory within the new motor vehicle market. By utilising competitive product offerings, and by…

10524

Abstract

Evaluates the applicability of self‐concept and product image congruity theory within the new motor vehicle market. By utilising competitive product offerings, and by employing the perceptions of actual owners, the paper provides a true market assessment of the applicability of the theory. Respondents were examined using self‐concept and product value constructs and their responses were used to test a number of hypotheses. Among others, the results of analysis of variance indicated that when different brands of motor vehicles were physically similar, owners perceived no difference between their own self‐concepts and the self‐concepts they attributed to owners of competing product brands. This finding differs from previous research conducted on other products and suggests a different orientation by owners of similar motor vehicles to that suggested by self‐concept theory.

Details

European Journal of Marketing, vol. 32 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 April 2000

Matthew J. Elsmore

Examines the current protection afforded to brand owners within the realms of cyberspace, specifically the World Wide Web. Trade mark law currently provides a benchmark…

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Abstract

Examines the current protection afforded to brand owners within the realms of cyberspace, specifically the World Wide Web. Trade mark law currently provides a benchmark for the law and its attempt to regulate the problematical operation of Internet addresses and Web sites. These commercial sites can be contacted by potential customers through the operation of “Internet domain names”. It is the abuse of these valuable domain names, however, that has aroused considerable controversy for brand owners over recent years. In particular, the apparently powerful terrestrial brands have proved easy targets as cyberbrands – for those rather unscrupulous individuals seeking to take advantage of considerable brand goodwill by placing them on the Internet, only to ransom to the highest bidder, often the (terrestrially) “legitimate owners”. Brand owners must remain vigilant, and this article analyses the curent situation and offers sensible and practical advice for those seeking safe and cost‐effective brand exposure on the Information SuperHighway.

Details

Managerial Auditing Journal, vol. 15 no. 3
Type: Research Article
ISSN: 0268-6902

Keywords

Article
Publication date: 7 March 2016

Sheilagh Mary Resnick, Ranis Cheng, Mike Simpson and Fernando Lourenço

The purpose of this paper is to explore the extent to which traditional marketing theory and practice can be applied in small- and medium-sized enterprises (SMEs) and…

17299

Abstract

Purpose

The purpose of this paper is to explore the extent to which traditional marketing theory and practice can be applied in small- and medium-sized enterprises (SMEs) and consider how owner-managers perceive their own role in marketing within a small business setting.

Design/methodology/approach

–A qualitative exploratory approach using semi-structured in-depth interviews amongst owner-managers of SMEs in the UK.

Findings

SME marketing is effective in that it embraces some relevant concepts of traditional marketing, tailors activities to match its customers and adds its own unique attribute of self-branding as bestowed by the SME owner-manager.

Research limitations/implications

The study was limited to the UK and to a small sample of SMEs and as such the findings are not necessarily generalisable.

Originality/value

A “4Ps” model for SME self-branding is proposed, which encompasses the attributes of personal branding, (co)production, perseverance and practice.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 22 no. 1
Type: Research Article
ISSN: 1355-2554

Keywords

Article
Publication date: 1 June 2000

Matthew James Elsmore

Provides a practical snapshot of the legal situation governing the protection and exploitation of brand power within the European “grey market”. Predominantly, this occurs…

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Abstract

Provides a practical snapshot of the legal situation governing the protection and exploitation of brand power within the European “grey market”. Predominantly, this occurs through the use and enforcement of intellectual property rights, namely the trade mark. However, legal events over the last year or so have fundamentally affected the antics of grey marketers and the subsequent powers granted to the owners of a range of branded marks, including famously lucrative names such as Levi’s, Nike and Calvin Klein. The recent pronouncements from the European Court of Justice (ECJ) in Luxembourg together with national court decisions have created a degree of confusion. The landmark Silhouette Case has proved immensely controversial with regard to the operation of trade mark law throughout the European Union (EU). The decision seems to prohibit the importation into the EU of branded goods or services, unless such activity has been specifically consented to by the brand owner. At a glance, the culmination of these legal precedents seems to have dealt the grey market operators and traders a severe blow – with potentially adverse effects for the European consumer as well. Seeks to analyse recent events by providing the backdrop to the controversy and then putting the cases into perspective so as to offer sound and practical advice to all interested parties in the now modified grey market environment.

Details

Managerial Auditing Journal, vol. 15 no. 4
Type: Research Article
ISSN: 0268-6902

Keywords

Abstract

Details

Expand, Grow, Thrive
Type: Book
ISBN: 978-1-78743-782-1

Article
Publication date: 19 September 2008

Ross D. Petty

This paper aims to assert that trademark law is too restrictive and that consumers should have some rights to a brand independent of the brand owner.

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Abstract

Purpose

This paper aims to assert that trademark law is too restrictive and that consumers should have some rights to a brand independent of the brand owner.

Design/methodology/approach

The paper examines the expansive tendency of trademark law and the concept of trademark fair use and the impact of trademark law on customer relationships.

Findings

The concept of trademark fair use offers only limited benefits to brand consumers.

Practical implications

Despite the ability to enforce exclusive ownership rights under trademark law, brand owners need to exert a broad view of customer co‐ownership or they risk less customer involvement with the brand.

Originality/value

The paper proposes policy changes to allow great consumer enjoyment of brands.

Details

Journal of Product & Brand Management, vol. 17 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

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