Search results

This paper aims to critically review the most cited literature published from 2000 to 2020 in 24 top-ranked marketing journals on the three most studied branding concepts of the 21st century – brand equity, brand loyalty and brand image – to explore how in these papers they have been defined, measured and examined, and propose how they should move forward in an era where brands are expected to be “socially and socio-politically conscious.”

For each concept a systematic literature review is conducted. In doing so, the definitions, antecedents, outcomes and measures for each concept were accessed and synthesized.

The systematic literature reviews provide a “state-of-the-art” snapshot of each concept and collectively demonstrate there is no consensus on the independence and interdependence of these dynamic multidimensional concepts. Based on the recommended process in the measurement literature, an evolved definition of each concept is proposed. In addition to the corresponding research directions presented in the moving forward sections of each systematic literature review, common research avenues emerged.

This paper acknowledges these three branding concepts as dynamic (i.e. evolving over time), systemically reviews and synthesizes the extant literature, and provides a path forward to defining, measuring and exploring brand equity, brand loyalty and brand image in the present era where brands are expected to be socially and socio-politically conscious with responsibilities to the planet, people and profit.

This study aims to explore how cocreated brand meaning builds and affects dynamic brand positioning in a hyperconnected world.

The authors conducted a qualitative study of Casarte, a high-end appliance brand, as an instrumental case for conceptualizing and theorizing. This study constructs a matrix of dynamic brand positioning as the key analysis framework using in-depth interview data, firm materials and user-generated content from online brand communities.

The matrix of dynamic brand positioning has two dimensions: brand core and peripheral meaning, and firm- and customer-led orientation. The interaction between the firm and its customers strengthens the understanding of a brand’s core meaning and consistency perception, expands the scope of brand peripheral meaning and improves the perception of brand meaning diversity. The mutual transformation of the ambidexterity of core and peripheral meanings facilitates the dynamic positioning of brands.

This study is a qualitative case study; the relevant conclusions have not been tested empirically. If longitudinal data of actual tracking support the effect of dynamic brand positioning, the theory’s reliability can be more rigorously tested.

It provides managerial logic and a tool for firms to practice dynamic brand positioning in a hyperconnected world, which contributes to the implementation of the emerging firm-customer synergistic strategy.

This study proposes a construct of dynamic brand positioning supported by qualitative evidence. It disputes the traditional view that brand positioning is determined by the perception of core meaning consistency and creatively puts forward the view that brand positioning evolves dynamically with the mutual transformation of the ambidexterity of brand core meaning and peripheral meaning.

To influence consumer pre-purchase decision-making processes, such as brand selection and perceived brand experience, brands are interested in adopting hyperconnected technological stimuli, such as artificial intelligence, augmented reality (AR), virtual reality, social media and tech devices. However, the understanding of different hyperconnected touchpoints remained shallow and results mixed in previous literature, despite the fact that these touchpoints span different technological interfaces/devices and may influence consumer brand selection. This paper aims to solidify the conceptual underpinnings of the role of online hyperconnected stimuli, which may influence consumer psychological reactions in terms of brand selection and experience.

This paper is conceptual and presents a discussion based on extant literature from various international publishers.

The authors revealed different technological stimuli in the online hyperconnected environment that may influence consumer online hyperconnected brand selection (OHBS), perceived online hyperconnected brand experience (OHBE), perceived well-being and behavioral intention.

The conceptual understanding of OHBS and perceived OHBE was mixed and inconsistent in previous studies. This paper brings together extant literature to establish the conceptual understanding of antecedents and outcomes of OHBS, i.e. perceived OHBE, perceived well-being and behavioral intention, and presents a cohesive conceptual framework.

The purpose of this chapter is to critically evaluate the development of technological infrastructure and the propensity of Latin America and the Caribbean (LAC) destinations to adopt digitalisation in their hotel sectors. This paper focuses on technological readiness, the types of digitalisation and its influence on the hotel sector in a post-pandemic environment.

The chapter is a critical and conceptual overview of digitalisation in the Latin America and the Caribbean hotel sectors, the contribution of the hotel sector to tourism economies, and digitalisation in LAC post COVID-19. A comprehensive examination of the academic literature is combined with the Network Readiness Index (NRI) and Travel and Tourism Competitiveness Index (TTCI) on several LAC countries focusing on different scopes including ICT readiness, ICT environment and business usage from 2010 to 2020. The paper uses empirical data collected from NRI and TTCI on several LAC countries examining changes in development of information and communications technology (ICT) by conducting a longitudinal analysis over a ten-year period.

The chapter argues that digitalisation in the hotel sector has been given a lot of attention regarding the adoption of digitalisation during the pandemic by a continuation of activities involving check-in and check-out, providing safety for guests and staff and the recovery of the hotel sector by both hoteliers and academics. Yet, LAC have been slow when it comes to the development of ICT. This is shown on the NRI and the TTCI by their position on ICT infrastructure, ICT environment and business usage. Nevertheless, while their positions on the indexes are less than favourable, their scores are improving, but at a very slow rate.

Limited academic literature is available on digitalisation in LAC countries. There is no consistent data on the NRI and TTCI year to year for some of the countries examined in this study.

This study provides a comprehensive review of technological infrastructure development of countries of Latin America and Caribbean countries with an emphasis on digitalisation in a hospitality context. The chapter is a critical examination of digitalisation in the hotel sector in a post-pandemic environment.

The world’s educational space is facing critical issues from globalization, accessibility and effort to integrate both technology and learner-centered knowledge. Educational practitioners, scholars and influencers are enthusiastic about infusing technology in their pedagogy and teaching–learning practices. There is a growing concern among policy-makers about the learning benefits of inducing technology into education, the psychological impact using technology and the safety of the information in learning environments. However, radical changes have taken place in the socio-political world, and education has become more democratized and humanized. Students are made aware the value of knowledge in a hyperconnected world and the need to continually learn throughout all stages of life. Successful inculcation of knowledge cannot happen only by improving the curriculum but also by achieving through an all-round development that allows the students the freedom to choose and participate in independent activities that result in social welfare and community well-being. The debate as to how to maximize the use of technology in education continues. This book aims to address the humaneness that surrounds the world of technology in education. It highlights the use of emerging technologies in pedagogy and case studies are cited to address the ongoing debate that technology brings a positive effect on education and mankind. The demand for technology continues as mankind faces unprecedented challenges where classroom education may not be possible. Technology continues to fulfill the challenges of creating a more democratic educational environment.

This article aims to explain the role of philosophical anchors and research paradigms in business research, and how they can be extrapolated in the transformative era of automation, digitalization, hyperconnectivity, obligations, globalization and sustainability (ADHOGS) in the midst of disruption, volatility, uncertainty, complexity and ambiguity (DVUCA).

This article entails a general review based on the 3Es of exposure, expertise and experience, delving into the ontological, epistemological, methodological, axiological and rhetorical aspects of the major research paradigms—i.e. positivism, post-positivism, constructivism, interpretivism and pragmatism—and their interplay with the emergent trends shaping business research.

This article underscores the multifaceted nature of business research in the modern day, with an increasing need for blending, or shifting between, research paradigms to address the complex issues arising from automation, digitalization, hyperconnectivity, obligations, globalization and sustainability (ADHOGS). This article also highlights the nuanced interplay between research paradigms and theoretical perspectives, demonstrating the rich, diverse potential of business research inquiries.

While this article provides a broad overview of the interplay between research paradigms and emerging trends, future research could explore each of these interplays in greater detail, conducting empirical studies or utilizing specific case studies.

Researchers and practitioners should be open to adopting, combining or switching between different paradigms according to the demands of their research questions, context and trends shaping the business landscape, thereby underscoring the need for methodological flexibility and reflexivity in business research.

The shift toward embracing digital transformations and integrating sustainability in business research holds significant implications, driving socially responsible and sustainable business practices at the micro-level, and by extension, industrial revolution and sustainable development at the macro-level.

This article offers a holistic and contextualized view of the philosophy of science and research paradigms for business research, bridging the gap between philosophical foundations and contemporary research trends.

In this chapter, we will be exploring the concept of the Lesser Peace revealed in the Tablets of Bahá’u’lláh founder of the Bahá’í Faith, who offers this inevitable future state of global peace and unity. A time that all citizens of good faith and a thriving and flourishing economic system aspire towards. We will offer some ideas on the role of business and the implication of current and future economic systems in contributing towards that Lesser Peace, will be highlighted along with some key concepts that will form the flow of this chapter: (1) the interdepence of the peoples and nations of the earth (2) the unity in the economic sphere and (3) how the welfare of the part means the welfare of the whole and the distress of the part brings distress to the whole. At the centre of our chapter is the key element for reaching this elevated New World Order, which will derive from ‘the spiritualization of the masses’ in connection to a new economic and business paradigm.

This study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current and emerging themes, theories, methods, contexts and future research directions.

The study conducted a bibliometric approach of 1,509 articles retrieved from Scopus to analyze the evolution of the knowledge of sustainability branding and suggest future research. The analysis used various methods such as performance analysis, keyword analysis, cluster analysis and bibliographic coupling.

The topics of corporate image, philanthropy and stakeholder pressures were core in the foundation phase. Then rose the topics of sustainable development goals and global supply chains. Green marketing and the new paradigms of circularity, ethical consumerism and hyperconnected societies emerged more recently. Six thematic clusters represent the field’s knowledge structure: (1) corporate branding and reputation, (2) sustainable business development, (3) sustainable branding and ethical consumption, (4) corporate social responsibility, (5) brand equity and green marketing and (6) sustainability branding in hospitality and tourism.

This paper provides readers with an overview of sustainability branding core themes, key contributions and challenges, which can be used as a toolkit for brand management studies and practice.

The study’s uniqueness lies in bibliometric analysis (combined with network analysis and science mapping techniques) of the sustainability branding field from the identification and evolution of the thematic clusters to propose future research directions.

The project – AskingBristol – uses university students to connect third sector organizations with particular “asks” to organizations which might be able to respond with “offers”. The authors describe the task of the experiment as being an attempt to embed students and their universities within the cities that they are based in, but are often not really very connected to.

This reflective report on practice describes an initiative aimed at producing a piece of “social infrastructure”. Written by the four people involved, the authors theorize and evaluate what we have done so far and what we hope to do in future.

Over two phases, it has had some success, and we think represents a concrete approach to thinking about how “civic” ideas might gain traction within universities. Using ideas about social networks, boundary objects and infrastructure the authors explore the opportunities and problems of such a project, stressing that it allows co-ordination between a wide variety of people and organizations that do not necessarily share common interests.

This is one “experiment”, in one city, but it demonstrates the possibilities of getting “civic” universities engaged with local third sector organizations.

If it became a piece of social infrastructure, such a project could embed ideas about “civic”, “impact”, “engagement” and so on into the routines of the city and the university.

Though Asking Bristol cannot solve the problems of the city, it shows that we can transfer resources, time, skills and space to where they are needed.

The authors do not think anything like this has been attempted before, and hope that sharing it will stimulate some comparisons, and perhaps some dissemination of the idea.