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1 – 10 of over 1000
Book part
Publication date: 1 September 2008

Rebecca Prentice

This chapter concerns itself with a garment factory in Trinidad, West Indies, producing brand-name clothing for the Eastern Caribbean market. Workers in this factory not…

Abstract

This chapter concerns itself with a garment factory in Trinidad, West Indies, producing brand-name clothing for the Eastern Caribbean market. Workers in this factory not only stitch garments for an hourly wage; but also stealthily operate a secondary assembly line, creating precise duplicates of the factory's products for themselves to take home and wear. Manufactured on the shop-floor alongside “legitimate” production, the copied garments are identical in every way to the genuine ones they mimic. In this chapter, I argue that workers have created a “loop” in the value chain: a simultaneous moment in which they are both producers and consumers of the factory's products. While “genuine” garments circulate through market-capitalist networks of exchange, copied garments only circulate through social networks – thereby accruing and representing forms of “value” that are distinct from market value. By looping the value chain, factory workers create non-market values alongside market-oriented ones, showing both sets of values to be interdependent. Workers’ own commentary on these processes offers a unique window onto contested meanings of “value” at work on the shop-floor.

Details

Hidden Hands in the Market: Ethnographies of Fair Trade, Ethical Consumption, and Corporate Social Responsibility
Type: Book
ISBN: 978-1-84855-059-9

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

Article
Publication date: 1 February 1987

Lawrence H. Wortzel

Since nearly all types of consumer products end up in retail stores, the retail scene affects a wide range of businesses. However, retailers are competing in a marketplace…

1100

Abstract

Since nearly all types of consumer products end up in retail stores, the retail scene affects a wide range of businesses. However, retailers are competing in a marketplace characterized by maturity, overcapacity, intense price competition, and an essential “sameness” among stores. Retailers will need new strategies to be successful.

Details

Journal of Business Strategy, vol. 7 no. 4
Type: Research Article
ISSN: 0275-6668

Article
Publication date: 1 September 2000

John Fernie

This issue of Retail Insights focuses on the subject of branding. There are a number of retail reports that offer valuable insights into current trends in branding

1275

Abstract

This issue of Retail Insights focuses on the subject of branding. There are a number of retail reports that offer valuable insights into current trends in branding. Professor Leslie de Chernatony analyses UK consumers’ attitudes towards brand extensions in a survey commissioned by Ventura. The Brand Finance Report for 1999 provides interesting reading on brand values and the overall performance of companies last year. In addition, there are a collection of shorter reports on various new branding issues and abstracts of articles on the topic.

Details

International Journal of Retail & Distribution Management, vol. 28 no. 9
Type: Research Article
ISSN: 0959-0552

Book part
Publication date: 17 June 2020

Pantea Foroudi, Reza Marvi, Mohammad M. Foroudi, Sayabek Ziyadin and Solongo Munkhbat

Finding an efficient way for enhancing brand reputation by using social media among customers and business partners has long been the main purpose of every business…

Abstract

Finding an efficient way for enhancing brand reputation by using social media among customers and business partners has long been the main purpose of every business. However, due to micro and macro changes in the business field, strategies to find a way to improve brand reputation with business partners and customers have altered from transaction marketing to newer approaches such as employing a social media platform. However, not all brands make use of social media to enhance their reputation. The present study uses Apple as an example of the one of the best known brands which does not benefit from social media platforms as to the degree expected.

Details

Beyond Multi-channel Marketing
Type: Book
ISBN: 978-1-83867-686-5

Keywords

Open Access
Article
Publication date: 23 August 2022

Mohammed Muneerali Thottoli and Fatma Nasser Al Harthi

The study aims to assess how corporate branding affects firm performance in the context of the Oman hotel industry, listed on the Muscat Stock Exchange (MSX).

663

Abstract

Purpose

The study aims to assess how corporate branding affects firm performance in the context of the Oman hotel industry, listed on the Muscat Stock Exchange (MSX).

Design/methodology/approach

This study approach was made by way of a mixed method. First, it examines qualitative and exploratory information collected from companies’ internet sites, audited annual reports (the financial year 2019) published in MSX, web searches and websites of companies and travel agencies from all the eight listed hotel companies in the MSX to examine the impact of corporate branding on firm performance proxied by return of assets (ROA) and return of equity (ROE) and secondly, it assesses the measurement and structural models by applying partial least squares structural equation modeling (PLS-SEM).

Findings

The findings recommend that well-thought-out web marketing on corporate branding by hotel companies leads to firm performance. The findings indicate that corporate branding on travel agency websites and a company’s own website can help businesses become more profitable. In addition, there is a synergistic connection on corporate branding of the hotel industry, including the presentation of a novel hotel narrative, the conception of a cornerstone loyalty program, the demonstration of excellence in hospitality and service, information on timely amenities like Covid-19 safety measures and the use of technology and experiential elements through platforms like the company website or the website of the travel agent all essential to achieve firm financial performance. As per the importance–performance matrix map, websites of travel agents (agoda.com, booking.com and hotels.com) had the importance (agoda.com 0.616, booking.com 0.959 and hotels.com 1.036) to impact companies’ corporate branding and firm performance, whereas Google search shows a value of −1.954, which has no impact on companies’ corporate branding.

Research limitations/implications

The study considered only one hotel/tourism industry to know the effect of corporate branding on firm performance. Further studies may be chosen on other industries needed to allow for generalization.

Practical implications

This study aims to provide insights into how the hotel industry can make use of corporate branding through the company website, Google sites and websites of companies’ travel agency by providing timely updated promotion, facilities, quality services and hygiene matters to enhance firm performance.

Originality/value

This study provides empirical evidence to find various factors of corporate branding of the hotel industry’s firm performance. In addition, the study offers valuable insight into the nonmonetary measures of achievements.

Details

Arab Gulf Journal of Scientific Research, vol. 40 no. 3
Type: Research Article
ISSN: 1985-9899

Keywords

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.

Content available
Article
Publication date: 11 December 2020

Pantea Foroudi, Charles Dennis, Dimitris Stylidis and T.C. Melewar

320

Abstract

Details

Qualitative Market Research: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1352-2752

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