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1 – 5 of 5Antonios Giannopoulos, Lamprini Piha and George Skourtis
Drawing on the service-dominant logic and the institutional theory, this paper aims to explore the value-creating mechanisms of branding in the destination context and the…
Abstract
Purpose
Drawing on the service-dominant logic and the institutional theory, this paper aims to explore the value-creating mechanisms of branding in the destination context and the brand co-creation process at and between different levels of a service ecosystem.
Design/methodology/approach
An exploratory research design was used to generate qualitative data from 18 in-depth interviews with important stakeholders and investigate how and why brand co-creation is fostered in the service ecosystem.
Findings
The study proposes a stepwise process of strategic imperatives for brand co-creation in the destination context. It presents the multi-directional flows of the brand meaning across levels of the tourism ecosystem and thereby interprets stakeholders’ efforts to co-create sustainable brands that gain prominence in the global tourism arena.
Research limitations/implications
Future research might validate the framework in a quantitative research setting. The extended analysis of the value-creating ecosystem could investigate the role of institutions and brand value propositions across levels.
Practical implications
Acknowledging their limited control over the brand co-creation process, tourism practitioners are offered step-by-step guidance to help shape a destination brand that may retain relevance in the tourists’ minds. Critical insights are provided into resource sharing between actors and subsequent responsibilities for a sustainable destination branding strategy.
Originality/value
The paper considers the significance of the various levels in the ecosystem and the underlying mechanisms of brand co-creation in a somewhat neglected branding domain.
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Ioannis Assiouras, Ozge Ozgen and George Skourtis
The first purpose of this study is to analyse the impact of prior CSR information on the perceived degree of danger, attribution of blame, brand evaluation and buying…
Abstract
Purpose
The first purpose of this study is to analyse the impact of prior CSR information on the perceived degree of danger, attribution of blame, brand evaluation and buying intentions after a product‐harm crisis in the food industry. The second purpose is to examine the moderation effect of CSR importance ascribed by the consumers on the above mentioned relations.
Design/methodology/approach
An experimental design consisting of three between‐subjects conditions was applied and three CSR initiative conditions were selected (positive, negative CSR and no CSR information as a control condition). In this framework, three different scenarios were designed and tested under the condition of a product‐harm crisis related to margarine.
Findings
This study highlights that CSR has an impact on attribution of blame, brand evaluation and buying intention but not on the perceived degree of danger. CSR importance has a moderation effect on the relationship between CSR and blame attribution, brand evaluation and buying intention.
Practical implications
Companies in the food industry should generate CSR strategies and should develop favourable CSR history not only because CSR has an impact on brand evaluation and buying intention in routine situations but because it is a part of crisis management and response strategy as well.
Originality/value
There is lack of research directly emphasizing the role of CSR in product‐harm crises, in the food industry. Besides, the assessment of CSR as an antecedent assurance factor in crisis situations has significant meaning due to the high vulnerability of food industry.
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Firas Izzat Mahmoud Saleh and Noorliza Karia
This paper aims to formulate COVID-19 benchmarks that international nongovernmental organizations (INGOs) have considered to recover from the sudden stopping of operations…
Abstract
Purpose
This paper aims to formulate COVID-19 benchmarks that international nongovernmental organizations (INGOs) have considered to recover from the sudden stopping of operations swiftly and consequences of COVID-19 pandemic; thus, to move forward toward readiness for both, the unpredictable spreading or disappearing of the virus (case of INGOs operating in Jordan).
Design/methodology/approach
This exploratory research has been informed by the broader social constructivism paradigm and the basics of grounded theory method to identify the common themes. Six semistructured interviews have been conducted with INGOs’ leaders. The findings have been categorized, triangulated and prioritized toward the final identification of benchmarks.
Findings
Seven COVID-19 benchmarks for INGOs’ effective responses during COVID-19 pandemic have been proposed, comprising of (1) donors’ policies and regulations, (2) needs, expectations and relevancy, (3) coordination, (4) staff management, (5) business continuation plans, (6) balanced short-term and long-term planning and (7) permanent adoption of successful modalities.
Social implications
INGOs play a vital role in the lives of vulnerable people around the world through their international development and aid (IDA) projects. However, the restrictions of movements associated with COVID-19 pandemic drive more burden on these communities and interrupted their access to assistance and support. This paper helps to sustain the crucial support of INGOs to those people who need it.
Originality/value
COVID-19 pandemic has interrupted the implementation of IDA projects, which added further obstacles toward the achievement of quality implementation of these projects. The proposed COVID-19 benchmarks help INGOs to overcome the consequences of pandemic on the near longer-term alike.
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Joon Hye Han, Gary Davies and Anthony Grimes
Drawing from the theory of how relevant items are processed in memory when making judgements, this study aims to test for recency effects between CSR advertising and…
Abstract
Purpose
Drawing from the theory of how relevant items are processed in memory when making judgements, this study aims to test for recency effects between CSR advertising and related, negative news on how a company is perceived and the explanatory roles of environmentalism, attribution and both feelings and attitudes towards the advertising itself.
Design/methodology/approach
This study uses between-subjects experimental design with pretests.
Findings
Order effects exist, which, when ads and news are similarly influential, evidence a recency effect. The process is explained by both the mediating influence of attribution of blame and the moderation of this influence by attitude towards the environment. Differences between the effectiveness of ads are explained by the mediating influence of attitudes towards and feelings about the ad together with the moderation of this influence by involvement in the ad context.
Practical implications
Corporate social responsibility (CSR) ads should be pretested in the context of related but negative news, and not just on their own, to ensure they can buffer such news. CSR ads can be more effective when following rather than preceding such news and should not be withdrawn if such a crisis occurs.
Originality/value
The research first attempts to explain recency effects theoretically from the influence of CSR ads on negative CSR-related news. It also shows the determining factors in how such effects influence consumers by considering attribution, environmentalism, attitude to the context and attitude and feelings towards CSR ads.
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