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Article
Publication date: 1 February 2006

Christopher Lawer and Simon Knox

The purpose of this article is to define and explore the strategic value of customer advocacy through the lens of the brand management literature.

Abstract

Purpose

The purpose of this article is to define and explore the strategic value of customer advocacy through the lens of the brand management literature.

Design/methodology/approach

The paper reviews recent analysis of the value and vulnerabilities of brands and branding in order to understand why customer advocacy is becoming an attractive strategic option for many firms. A model of empowered consumer value drivers is constructed to demonstrate how they are becoming an important source of brand value. A framework for brand management in a customer advocacy context is introduced and examples of companies pursuing advocacy‐based strategies and practices are illustrated.

Findings

Through careful brand management, customer advocacy is capable of unlocking new consumer value.

Originality/value

The paper offers a discussion of the opportunities presented to brand management when developing customer advocacy.

Details

Journal of Product & Brand Management, vol. 15 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

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Book part
Publication date: 8 June 2020

Mary Henderson and Richard Majors

This chapter explores the importance of early autism spectrum disorder (ASD) assessment and diagnosis to facilitate early treatment. This chapter will have a particular…

Abstract

This chapter explores the importance of early autism spectrum disorder (ASD) assessment and diagnosis to facilitate early treatment. This chapter will have a particular focus on ASD assessment and diagnosis within a Black and Minority Ethnic (BME) context. We propose using a Cultural Competence framework to process, analyze, assessment, and diagnosis results/findings. BME assessments/diagnoses can be delayed by up to 18 months longer when compared to Whites.

ASD Assessment aims to assess certain developmental traits in individuals to identify ASD which is a developmental disability. Autism is a spectrum condition which can manifest differently in each diagnosed individual. There are core features necessary for an ASD diagnosis to be made. These include among other traits: poor eye contact, abnormality in body language: for example, gestures, difficulties with social communication and social interaction, often they exhibit repetitive patterns of behavior, have obsessional interests, rigid thinking patterns, and have an aversion to certain sounds and textures and an unusual interest in sensory satisfaction.

Details

The International Handbook of Black Community Mental Health
Type: Book
ISBN: 978-1-83909-965-6

Keywords

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Article
Publication date: 16 July 2018

Dara G. Schniederjans, Stephen A. Atlas and Christopher M. Starkey

As organizations increasingly engage with consumers over mobile devices, there is a growing need to understand how consumers react to impression management over platforms…

Abstract

Purpose

As organizations increasingly engage with consumers over mobile devices, there is a growing need to understand how consumers react to impression management over platforms with limited textual content. The purpose of this paper is to empirically assess how different impression management tactics can be used in mobile media to enhance consumer perception-attitude-intentions toward a corporate brand.

Design/methodology/approach

We surveyed 670 consumers and estimate structural equation models and repeated-measures ANOVAs to determine how short passages employing alternate impression management tactics influence consumers’ perceptions, attitudes and purchase intentions.

Findings

Results reveal that each impressions management tactic (i.e. ingratiation, intimidation, organizational promotion, supplication and exemplification) influences consumer perceptions, attitudes and intentions. The authors compare differences in how the impressions management tactics influence each stage of the perception-attitude-intentions model and find evidence that initial differences in perceptions favoring ingratiation and exemplification appeals become magnified for purchase intentions.

Research limitations/implications

Recent calls for research focus on an understanding of how consumers process information on reduced-content platforms of small-screened mobile devices. These results provide empirical evidence of the use of impression management and the difference between five impression management tactics on enhancing consumer perception-attitude-intentions model.

Practical implications

The results of this study will provide marketers with insights to optimize communications and corporate brands with consumers over mobile media.

Originality/value

This paper adds to the nascent yet vital literature on mobile marketing by focusing on how impression management tactics influence perceptions, attitudes and intentions through the short message characteristic of mobile platforms. The authors develop a framework for how corporate brand management can strategically use impressions management tactics in this novel domain.

Details

Journal of Product & Brand Management, vol. 27 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 10 October 2008

Veronika Tarnovskaya, Ulf Elg and Steve Burt

The aim of this paper is to examine the relationship between corporate branding and market driving. This is achieved by focusing on key dimensions of brand identity such…

Abstract

Purpose

The aim of this paper is to examine the relationship between corporate branding and market driving. This is achieved by focusing on key dimensions of brand identity such as brand values and staff behaviours, while acknowledging the role of vision and organisational culture. The links between these brand constituents and the actual activities of the firm in a market are explored through interactions with stakeholders.

Design/methodology/approach

This research is based on an in‐depth case study of IKEA at a corporate level and its local market activities in Russia. The single‐case approach is used to generate insights into how corporate branding is related to market driving practices and to identify the mechanisms of market driving in the Russian market.

Findings

The corporate brand provides a further source of the “leap” in customer value recognised as a requirement for a market driving approach. Through a case study of IKEA in Russia it is shown that the core values of the brand guide both the behaviour and activities of internal stakeholders and the relationships with external stakeholders, and the interactions between the corporate “global” brand values and local market level activities are explored.

Originality/value

The paper provides insights on the role of a corporate brand as a driving force of market driving from a broad stakeholder perspective.

Details

International Journal of Retail & Distribution Management, vol. 36 no. 11
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 10 October 2008

Sijun Wang and Lenita Davis

Current relationship marketing literature has stressed the importance of building customer‐employee bonds. These efforts sometimes result in customer‐employee…

Abstract

Purpose

Current relationship marketing literature has stressed the importance of building customer‐employee bonds. These efforts sometimes result in customer‐employee relationships that overwhelm or supersede the customer‐firm relationships. Previous studies report that such an imbalance weakens the firm's position with the customer. Very little research has investigated what factors contribute to the imbalance and its consequences for the firm's relationship with the customer. This research aims to look at customer relationship quality (RQ) imbalance, specifically the imbalance that favors the employee, and identifies six factors as important antecedents. Also studied are the customers' cognitive and emotional reactions to the termination of the customer‐employee relationship when RQ imbalance favors the employee.

Design/methodology/approach

In total, 780 customer‐employee pairs from 72 service firms were surveyed using a structured questionnaire.

Findings

Analyses of variance (ANOVA) revealed significant group difference along all six antecedents and three consequences.

Research limitations/implications

The findings of this study suggest that imbalanced customer relationships might be prevented, or at least predicted, if the causes of such relationship structure are better understood.

Practical implications

Service organizations should be aware of the negative consequences of imbalanced customer relationships and take necessary caution in their company policies in order to eliminate the negative consequences of imbalanced customer relationships.

Originality/value

This study is the first quantitative inquiry into imbalanced customer relationship issues, which are extremely important in the services industry. Thus, it enhances the literature on services management.

Details

Journal of Services Marketing, vol. 22 no. 7
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 9 May 2016

Yamen Koubaa

– The purpose of this paper is to highlight the strategic role of purchasing and model its transformation process based on a case study of a military firm.

Abstract

Purpose

The purpose of this paper is to highlight the strategic role of purchasing and model its transformation process based on a case study of a military firm.

Design/methodology/approach

The paper reviews the existing literature to highlight the strategic role of purchasing and put forward the transformations the function is undertaking. The model system dynamic approach is then detailed and applied to model the transformation of the purchasing function of a military firm. The modeling software Analytica is then used to run the model and get to results.

Findings

The shift of purchasing toward a more strategic function is complex and multidimensional. Implementing these transformations requires flexible designing approaches such as the system dynamic modeling that incorporates both quantitative and qualitative variables to model the function’s changes. The paper details the methodology of applying the system dynamic approach. It recommends a new structure of the purchasing function as well as new and upgraded indicators of purchasing performance and suppliers’ management.

Research limitations/implications

A single-case study research. Even though, the objective is not to generalize the findings but to enrich the existing literature as regard the system dynamic modeling in a specific domain, the one-case research setting can be seen as a limitation against generalizeable findings.

Practical implications

A clear step-by-step action plan of conducting the transformation of the purchasing function using the system dynamic modeling approach. The paper gives ways to upgrade existing measures of purchasing and policies of suppliers’ management.

Originality/value

The application of the system dynamic modeling approach to the specific domain of military purchasing.

Details

The International Journal of Logistics Management, vol. 27 no. 1
Type: Research Article
ISSN: 0957-4093

Keywords

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