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Book part
Publication date: 1 June 2021

Hasan Evrim Arici and Nagihan Cakmakoglu Arici

This study investigates the influences of social media marketing activities (SMMAs) on brand preference by focussing on the mediation influence of brand recognisability

Abstract

This study investigates the influences of social media marketing activities (SMMAs) on brand preference by focussing on the mediation influence of brand recognisability and the moderator influence of brand signature in higher education institutions in Germany. A total of 257 students were surveyed and the data gathered were tested through partial least squares structural equation modelling. The findings demonstrated that higher-education institutions’ SMMAs had a significant effect on both brand recognisability and students’ brand preference. The findings also empirically proved the significant mediator influence of brand recognisability and the moderator influence of brand signature upon the association of higher education institutions’ SMMAs and students’ brand preference. It is anticipated that the findings of this research could be utilised as a significant solution in the improvement of higher education institutions’ SMMAs, specifically focussing on the significance of each component of SMMAs.

Details

Global Perspectives on Recruiting International Students: Challenges and Opportunities
Type: Book
ISBN: 978-1-83982-518-7

Keywords

Abstract

Details

Managing Brands in 4D
Type: Book
ISBN: 978-1-78756-102-1

Content available
Book part
Publication date: 1 June 2021

Abstract

Details

Global Perspectives on Recruiting International Students: Challenges and Opportunities
Type: Book
ISBN: 978-1-83982-518-7

Article
Publication date: 14 March 2016

David Priilaid

This paper aims to understand how a fast moving luxury good like whisky is typically positioned within South Africa’s discounted retail environment and how this…

Abstract

Purpose

This paper aims to understand how a fast moving luxury good like whisky is typically positioned within South Africa’s discounted retail environment and how this positioning could be improved. So doing this paper introduces an econometric valuation model to establish the relative efficacy of contending extrinsic cues in the explanation of whisky prices.

Design/methodology/approach

An ordinary least squares regression model is developed from a data set of 122 whiskies drawn from the 2014 festive-season catalogues of two large South African discount retailers. In estimating the whisky pricing function, the hedonic contribution of the following input variables is estimated: age in respect of blended whiskies and single premium malts, in-store supply, claims of retail exclusivity, branding, country-of-origin and packaging formats.

Findings

Age effects as they relate to single malts, and mass produced grain whiskies offer the greatest explanation of price, while scarcity effects are observed, along with claims of retail exclusivity which are found to reduce product value significantly. Country-of-origin and packaging however have low to negligible effects.

Originality/value

To producers and marketers of whisky, these findings offer insight as to which extrinsic factors could be better amplified, modified or excised if the product is to be optimally positioned. Implications are explored.

Details

International Journal of Wine Business Research, vol. 28 no. 1
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 24 April 2020

Ammar Abdellatif Sammour, Weifeng Chen and John M.T. Balmer

This paper aims to study the corporate heritage brand traits and corporate heritage brand identity by concentrating on developing key dimensions for the corporate heritage…

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Abstract

Purpose

This paper aims to study the corporate heritage brand traits and corporate heritage brand identity by concentrating on developing key dimensions for the corporate heritage brand dimensions in the retailing industry in the UK. This study advances the corporate brand heritage theory and introduces the theory of corporate heritage brand identity, which is developed from the case study of John Lewis – one of the most respected and oldest retails in the UK established in 1864.

Design/methodology/approach

This empirical study has adopted a theory-building case study using qualitative data. It uses semi-structured interviews that were organised and managed by John Lewis Heritage Centre in Cookham. A total of 14 participants were involved in this study. We have used Nvivo.11 software to set the main themes and codes for this study framework.

Findings

This study identifies Balmer’s (2013) corporate heritage brand traits that are essential to be considered for the corporate heritage brands in the retailing industry to sustain their innovativeness and competitiveness. The findings of the case study informed the four dimensions of corporate heritage brand identity, which include price, quality, symbol and design. The findings are incorporated into a theoretical framework of corporate heritage brand identity traits.

Practical implications

The discussed traits of this study can help brand senior management to enhance their corporate heritage reputation and sustainability through maintaining these (four) traits over their brand, and inform their brand stakeholders about their brand heritage success.

Originality/value

This is one of the few attempts to develop a research framework of corporate heritage brand identity. This framework suggests four dimensions of corporate heritage brand identity traits including brand price, quality, design and symbol. This is one of the first attempts to study corporate heritage branding management traits in the retailing industry sector.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 1 November 2002

Christopher Knee

Starting from the experience of department stores, this paper examines five challenges for retailing in the future. These are retail branding, people, growth…

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Abstract

Starting from the experience of department stores, this paper examines five challenges for retailing in the future. These are retail branding, people, growth, customer‐centredness, and performance and measurement. Each challenge is briefly developed from an unusual perspective, mixing management theories and cases. These challenges constitute strategic choices for the future for retailers and each have specific operational consequences.

Details

International Journal of Retail & Distribution Management, vol. 30 no. 11
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 1 January 1990

Nicolas Papadopoulos, Louise A. Heslop and Jozsef Beracs

This article reports on a study of Hungarian consumer attitudestowards foreign and domestic products and their origin countries. Factoranalysis of the findings indicates…

Abstract

This article reports on a study of Hungarian consumer attitudes towards foreign and domestic products and their origin countries. Factor analysis of the findings indicates some consistency in the way consumers structure their assessment of foreign origins. The structure differs somewhat when respondents evaluate their own country and products. Implications for marketing and research are drawn.

Details

International Marketing Review, vol. 7 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Open Access
Article
Publication date: 2 April 2019

Dorota Dobija, Anna Maria Górska, Giuseppe Grossi and Wojciech Strzelczyk

The purpose of this paper is to facilitate a deeper understanding of the uses and users of performance measurement (PM) in the university context.

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Abstract

Purpose

The purpose of this paper is to facilitate a deeper understanding of the uses and users of performance measurement (PM) in the university context.

Design/methodology/approach

Empirical data were gathered from four universities. This approach allows for a multilevel and comparative analysis based on the neo-institutional theory. The results are discussed alongside interdisciplinary literature on the use of PM in the public sector.

Findings

PM practices at universities have become increasingly popular on institutional, organisational and individual levels. The results indicate that different types of PM are used in universities and that the extent, and scope of PM used by various actors differ. Universities often use PM in a ceremonial and symbolic manner, with the aim of legitimising themselves externally as research-oriented institutions. The use of PM depends on both, exogenous factors (such as isomorphic pressures) and endogenous factors related to the different responses of organisations and individual actors (university managers, and academics). However, the analysis at the internal level reveals different attitudes and some resistance to the use of such kinds of PM. In universities with a local focus, the use of PM for rational decision-making is generally loosely coupled with the reporting performance for external accountability purposes. Moreover, the internal use of PM can be also symbolic.

Research limitations/implications

This paper focusses on four case studies that are currently undergoing changes. The comparative analysis is supported by the use of different data collection methods and several in-depth interviews with key university actors.

Originality/value

The authors assume that the use of PM depends on a number of exogenous and endogenous factors. PM uses and users are discussed in the specific context of the higher education system in Poland. The four business school cases facilitate a comparative analysis of the similarities and differences in terms of the uses and users of PM in the context of internationally and locally oriented universities.

Details

Accounting, Auditing & Accountability Journal, vol. 32 no. 3
Type: Research Article
ISSN: 0951-3574

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Article
Publication date: 10 April 2017

Pantea Foroudi, Khalid Hafeez and Mohammad M. Foroudi

This paper aims to examine the impact of corporate logos on corporate image and reputation in creating competitive advantage in the context of Persia and Mexico as…

1662

Abstract

Purpose

This paper aims to examine the impact of corporate logos on corporate image and reputation in creating competitive advantage in the context of Persia and Mexico as emerging markets. The paper provides an extensive links between corporate logo and its dimension and internal stakeholders’ attitudes towards advertisement, familiarity and recognisability as intermediaries to corporate image and reputation.

Design/methodology/approach

A qualitative exploratory approach was undertaken, comprising 12 face-to-face interviews and 14 skype in-depth interviews with graphic designers, design, communication and marketing consultant in Mexico and Persia based on attribution theory.

Findings

The study posits that the more favorable the name, colour, typeface and design of the company logo, the more favorable the attitude Mexican consumers have towards the corporate logo, corporate image and reputation. However, in comparison for Persia these factors have less effect on customers’ judgment and behaviour, towards the corporate logo, corporate image and reputation. The research findings suggest that the selection of colour in a corporate logo is related to its marketing objectives, cultural values, desired customer relationship levels with the organisation and organisation’s corporate communications.

Originality/value

Corporate logo has received little attention in marketing literature and rarely researched in the context of emerging market. This is the first research of its kind to find the effect of the compound logo in emerging markets of Persia and Mexico. Therefore, this research makes significant contribution towards the corporate visual identity literature by developing of the sphere of influence of the corporate logo and its antecedents and consequences (corporate image and corporate reputation).

Details

Qualitative Market Research: An International Journal, vol. 20 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Book part
Publication date: 29 December 2016

Dóra Horváth and Ariel Mitev

Like brands memes earn their own value (Csikszentmihályi, 1993), which we describe as meme value derived from brand equity theory (Aaker, 1996; Keller, 2003). This meme…

Abstract

Purpose

Like brands memes earn their own value (Csikszentmihályi, 1993), which we describe as meme value derived from brand equity theory (Aaker, 1996; Keller, 2003). This meme value is rather temporary that may quickly escalate and suddenly drop, therefore its circumstances of appearance and subsistence are to be further investigated. The purpose of this study is to uncover underlying factors of internet meme value. Internet meme value comprises of length of subsistence, number of contributions, number of variations, areas of applicability, ability to convey messages, quality of creativity.

Methodology/approach

We recorded 95 respondents’ narratives about 125 different memes, altogether 281 memes (2013 spring), and further 47 respondents’ narratives (2014 autumn). Recorded narratives reflect these dimensions.

Findings

Our exploratory research showed that internet memes would become successful – exist, spread and vary – if their central thought is clear and is applicable in a variety of contexts. Furthermore, meme value could be enriched by humorous content (Shifman & Thelwall, 2009) societal questions, emotionally involving situations, and potential for self-expression.

Originality/value

Based on our results we extend the internet meme value concept with a meteorite metaphor that explains the speed, scope, impact of internet memes. We use the notions of astronomy Meteoroid, Meteor (shooting star), Fireball, Meteorite, Comet and suggest a future classification of internet memes that could be: MEMEoroid, MEMEor, MEMEball, MEMEorite, CoMEMEt.

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

Keywords

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