Search results

1 – 10 of 38
Article
Publication date: 14 September 2023

Fernanda Muniz and Francisco Guzmán

In response to the rise of socially conscious consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) to drive brand equity. Nevertheless…

Abstract

Purpose

In response to the rise of socially conscious consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) to drive brand equity. Nevertheless, merely engaging in CSR is not enough to have a positive impact on the value consumers give to a brand. The success of a CSR program depends on its consumers’ perceived authenticity. Therefore, this study aims to investigate how the perception of CSR authenticity, and consequently brand equity, can be enhanced by leveraging brand value co-creation.

Design/methodology/approach

The study uses a mixed-method approach to test its hypotheses. Study 1 collects survey data from a national representative sample in the USA, which is analyzed using structural equation modeling. Study 2 collects experimental data from a public university’s research pool, also in the USA, which is analyzed using ANOVA and mediation analysis.

Findings

This study demonstrates that when consumers believe that a brand is co-creative – i.e. consumers are allowed to participate in the creation of value – they will likely perceive the brand’s CSR program as more authentic, which in turn will positively affect brand equity.

Originality/value

The findings of this study offer implications for academics and brand managers interested on how to effectively leverage CSR for brand building. Specifically, it demonstrates that embracing CSR alone may not be sufficient to enhance brand equity and that brand managers should consider leveraging co-creation to strengthen perceptions of CSR authenticity.

Details

Journal of Product & Brand Management, vol. 32 no. 8
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 25 December 2023

Francisco Guzmán, Fayez Ahmad and Ross W. Johnson

Business organizations are evermore expected to behave conscientiously, but a lack of clarity remains regarding this strategy for business-to-business (B2B) brands. This paper…

Abstract

Purpose

Business organizations are evermore expected to behave conscientiously, but a lack of clarity remains regarding this strategy for business-to-business (B2B) brands. This paper aims to develop and validate a B2B brand conscientiousness model that identifies what factors are driving this approach.

Design/methodology/approach

The research model is validated through a three-stage study that collects insights from high-level executives, mid-level managers and employees in B2B firms. Whereas the first two exploratory stages follow a qualitative approach to identify what factors motivate B2B firms to be conscientious and develop a model, the third stage empirically tests the proposed model through structural equation modeling.

Findings

The results suggest that brand conscientiousness is viewed as an important strategy by B2B stakeholders. Whereas perceived risk discourages, external and internal stakeholder expectations and a firm’s financial commitment to a cause encourage, brands to pursue a conscientious approach. Furthermore, a B2B conscientious strategy must be perceived as authentic. Long-term commitment to the cause, strategic alignment of brand values with the cause and a congruent delivery of the brand’s promise are the drivers of this perceived authenticity.

Originality/value

This paper contributes to the emerging knowledge on B2B conscientious brands by confirming the importance of this approach in a B2B context, identifying the factors that B2B stakeholders – executives, managers and employees – believe are driving it and highlighting the importance and identifying the factors that drive its perceived authenticity.

Details

Journal of Product & Brand Management, vol. 33 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 13 September 2023

Muhammad Zahid Nawaz, Shahid Nawaz and Francisco Guzman

Brand crowdfunding, launched through brands’ social media platforms, can provide a myriad of crowdfunding and branding benefits, such as strengthening brands’ social networks…

Abstract

Purpose

Brand crowdfunding, launched through brands’ social media platforms, can provide a myriad of crowdfunding and branding benefits, such as strengthening brands’ social networks, validating product launches, generating mass exposure and enabling cocreation. Gamification positions brand crowdfunding as an exciting and joyful activity that more deeply engages prosumers. Anchored on resource-based theory, theory of planned behavior and service-dominant logic, this paper aims to develop a brand crowdfunding framework for established brands with insights from two emerging markets: China and India.

Design/methodology/approach

A deductive cross-sectional design is used to gather data from an established brand’s (e.g. Xiaomi) social media followers in China (n = 826) and India (n = 358), which is analyzed through PLSc-SEM.

Findings

The results reveal that social media brand engagement is an antecedent of brand crowdfunding participation, brand crowdfunding intention is a predictor of brand loyalty and gamification is a significant moderator in technology-oriented societies.

Originality/value

The paper develops a brand crowdfunding framework that provides insights on how established brands can leverage crowdfunding to enhance their new product development process. The results contribute to the social media brand engagement, crowdfunding, gamification and emerging markets literature.

Details

Journal of Product & Brand Management, vol. 32 no. 8
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 14 December 2023

Jesús Martínez-Navarro, Fernando Campayo-Sánchez and Liudmila Ostrovskaya Fedorova

This study aims to appraise the historical evolution of tourism research focused on Spain. Firstly, an analysis was conducted to assess the production and impact of research…

Abstract

Purpose

This study aims to appraise the historical evolution of tourism research focused on Spain. Firstly, an analysis was conducted to assess the production and impact of research within this domain. Secondly, scientific mapping, specifically through co-word analysis, was used to identify and explore the principal research themes and their evolution in the field.

Design/methodology/approach

A historical approach was adopted in this study, using 1,100 bibliographic records obtained from the Scopus database. Science mapping was then conducted through co-word analysis of bibliographic data.

Findings

The results of the performance analysis provide insights into the volume, evolution and impact of the scientific documents published within the research area under investigation. Moreover, by adopting a longitudinal approach, science mapping through co-word analysis enables the definition of the intellectual structure within this research domain. In this regard, the main research themes are identified, conceptually assessed, and their evolution is examined across three distinct window periods: an initial research period (1972–2002), a growing research period (2003–2012) and a consolidation period (2013–2022).

Originality/value

The study provides a state-of-the-art position on tourism research related to Spain thus guiding future studies in the area. Furthermore, this study provides a comprehensive “snapshot” of the historical progression of tourism research in Spain, capturing the emblematic aspects that have emerged within the area over the investigated time period.

Details

Journal of Historical Research in Marketing, vol. 16 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 6 November 2023

Caroline Krüger, Marina Lourenção, Fábio Henrique Correa Bogado Guimarães, Marco Meneguzzo, Claudia Souza Passador and Adriana Cristina Ferreira Caldana

This paper aims to develop a cross-border regional brand management model to help enhance cooperation for developing such localities. It analyzed its applicability in the…

Abstract

Purpose

This paper aims to develop a cross-border regional brand management model to help enhance cooperation for developing such localities. It analyzed its applicability in the Brazil–Argentina and Italy–Austria cross-border regions comprising several cities.

Design/methodology/approach

A systematic literature review was conducted to obtain a theoretical basis and select elements for creating the cross-border regional brand management (CRBM) model. To apply the model, in-depth interviews were conducted with 19 specialists of different nationalities and distinct expertise on cross-border governance and regional branding. In addition, to validate the proposed model, a focus group was carried out, and specialists were consulted using forms, providing 22 additional opinions.

Findings

The results show good managerial practices and gaps that must be overcome to create and manage the brands from the two regions analyzed.

Research limitations/implications

The theoretical contributions consist in extending the literature in place branding by presenting the first CRBM model and the conceptual explanation of each of the model's elements.

Practical implications

The study's practical implications occur through the suggestion of good management practices for the studied localities arising from the applicability of the CRBM model. Furthermore, it is expected that the model developed can be applied in other locations, bringing practical contributions to the management and creation of cross-border regional brands in other countries.

Originality/value

This study presents the first CRBM model and its applicability to two cross-border regions.

Details

Journal of Place Management and Development, vol. 17 no. 1
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 14 February 2023

Letícia Miyamaru, Marina Lourenção, Silvia Inês Dallavale de Pádua and Janaina de Moura Engracia Giraldi

This study aims to analyze the business process management (BPM) applicability to a destination country-brand of a Latin American developing country and present a new process…

Abstract

Purpose

This study aims to analyze the business process management (BPM) applicability to a destination country-brand of a Latin American developing country and present a new process model for it.

Design/methodology/approach

This is a qualitative exploratory study whose unit of analysis is the BPM applicability to the destination country-brand of a Latin American developing country. Primary data were obtained through in-depth interview with the developing country's tourism international promotion agency. The secondary data were government reports and research papers on country-brand studies. Data analysis was carried out using stakeholder business context model, architecture processes, pain/gain matrix and BPMN for modelling.

Findings

The results present a new process model for country-brand management to reduce existing barriers. Three steps were carried out: analysis and modelling of the current processes of country-brand management; presentation of the current processes' problems and analysis and modelling of future processes country-brand management.

Research limitations/implications

A theoretical contribution is provided in the literature on processes and country-brands since no previous studies relate these concepts and present a process-oriented management analysis for country-brands.

Practical implications

The main practical contribution was to identify the country-brand management problems, propose solutions to them and generate a new process model for country-brands that can be used as a managerial tool for national tourism organizations to improve their brands.

Originality/value

The present study is original as it approaches the first analysis of country-brand development with an emphasis on its process management.

Details

Benchmarking: An International Journal, vol. 31 no. 1
Type: Research Article
ISSN: 1463-5771

Keywords

Content available
Book part
Publication date: 4 March 2024

Abstract

Details

Managing Destinations
Type: Book
ISBN: 978-1-83797-176-3

Article
Publication date: 27 November 2023

Macarena Orgilés-Amorós, Felipe Ruiz Moreno, Gabriel I. Penagos-Londoño and Maria Tabuenca-Cuevas

In recent decades, higher education institutions (HEIs) have increasingly adopted marketing-oriented approaches. While the adoption of marketing was slower in Europe and Spain, it…

Abstract

Purpose

In recent decades, higher education institutions (HEIs) have increasingly adopted marketing-oriented approaches. While the adoption of marketing was slower in Europe and Spain, it has become a vital tool for HEIs, both to stay competitive in a changing socio-economic context and to face the challenges posed by the transition to the University 2.0 model. This study aims to analyse the historical evolution of communication techniques used by universities, bringing into focus the relevance of social networks in the most recent decades.

Design/methodology/approach

This research methodology consists of two components. Firstly, a comprehensive analysis of the available data is conducted to investigate the earliest marketing and communication actions involving universities, as well as their evolution over time, contextualizing this within the significant shifts in the social, political and technological background. Secondly, a specific focus is placed on the contribution of social media, particularly Twitter, as a powerful tool in creating a university brand and effectively promoting educational institutions, especially during the last stage of this historical evolution. To identify and analyse these trends, Natural Language Processing is used, specifically by leveraging topic modelling techniques.

Findings

The results of this analysis offer insights into the evolution of marketing communication applied by Spanish universities and show the increasing importance of social networks and the use of specific topics and contents to enhance their impact on engagement.

Originality/value

This study contributes to the literature by using a novel methodological approach to the research on the historical development of communication in universities in Spain, providing guidance to manage their social media strategy to differentiate themselves, increase engagement and foster brand loyalty.

Details

Journal of Historical Research in Marketing, vol. 16 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Open Access
Article
Publication date: 20 June 2023

Salvatore Monaco

The paper aims to contribute to the broader literature on just transition by examining the intersection of technology and justice, and identifying opportunities for bridging the…

1149

Abstract

Purpose

The paper aims to contribute to the broader literature on just transition by examining the intersection of technology and justice, and identifying opportunities for bridging the gap between theory and practice. The work seeks to emphasize the importance of transformative change, which ensures that no individual, community or sector is left behind in the transition towards a sustainable future, both on a global and local scale.

Design/methodology/approach

The paper explores the potential for linking justice to the ongoing technological transition, focusing on its impacts on climate and sustainability. Drawing on various sociological, environmental and technological studies, this work examines the intersections between justice and technological change. Through a qualitative analysis of case studies and a review of literature, the article offers insights and recommendations for policymakers, practitioners and scholars involved in the pursuit of a sustainable and equitable future.

Findings

The paper concludes that balancing environmental, social and economic goals is necessary on a large scale within the framework of a “just transition”, in order to ensure that no individual, community or sector is left behind in the path to a sustainable future. This involves reflecting on sensitive issues such as competition, intellectual property, market openness, liability and fighting against inequalities. Additionally, it requires considering smart and welfare policies from a multilevel perspective.

Originality/value

The originality of this work lies in its contribution to advancing the understanding of the limitations of a technology-centric approach to climate action and the need for systemic changes. The paper emphasizes the importance of addressing social equity, policy reform and collective action in conjunction with technological transition to achieve a sustainable future. It highlights the risks of overlooking the systemic drivers of the climate crisis, such as unsustainable consumption patterns and reliance on fossil fuels, while pursuing technological solutions. Furthermore, the work emphasizes the relevance of the Sustainable Development Goals of Agenda 2030 in guiding a just transition towards sustainability.

Details

International Journal of Sociology and Social Policy, vol. 43 no. 13/14
Type: Research Article
ISSN: 0144-333X

Keywords

Article
Publication date: 17 August 2023

Teresa Savall Morera, Marta Solórzano-García and Carmen Guzmán

This study aims to understand the importance of participatory governance in the identity of social enterprises (SEs). To this end, this paper provides a framework by means of the…

Abstract

Purpose

This study aims to understand the importance of participatory governance in the identity of social enterprises (SEs). To this end, this paper provides a framework by means of the value co-creation process and by drawing from the service-dominant logic perspective and the stakeholder theory. An explanation is also provided regarding the opportunity to include fundamental issues in defining SE collective identity, such as those related to an organisation’s participatory nature of involving the stakeholders affected by its activities, the exercise of democratic decision-making and its autonomy from the state and market.

Design/methodology/approach

On the statistical exploitation of a large international data set, the authors approach the conceptualisation of SEs by providing an index to measure their social, economic and governance characteristics, thereby enabling these enterprises to be categorised into different groups.

Findings

This study found that the inclusion of the governance dimension in the research incorporates the greatest variability between the various models of SE, thereby justifying participatory governance as the raison d’être of the two fundamental schools in SE, namely, Anglo-Saxon and European.

Practical implications

This research offers a tool to policymakers to be used as a criterion of classification and hierarchical organisation for public procurement. It enables the various organisations to be ordered and takes social and cultural influence into consideration. This tool would be highly useful as a support of social entrepreneurship from the public environment, especially at the local level.

Originality/value

This study justifies the value of incorporating participatory governance as a distinctive dimension for the definition of categories of SEs. Furthermore, an index to craft taxonomies of SEs is developed based on social, economic and governance indicators, which provides a framework that facilitates the empirical research of the SE.

Details

European Business Review, vol. 36 no. 2
Type: Research Article
ISSN: 0955-534X

Keywords

1 – 10 of 38