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Irina Tsvetkova, Evgenia Zhelnina, Tatiana Ivanova and Natalia Gorbacheva

The chapter is devoted to analysis of the structure of regional identity. Topicality of this issue is caused by the processes of social differentiation of regions. The…

Abstract

The chapter is devoted to analysis of the structure of regional identity. Topicality of this issue is caused by the processes of social differentiation of regions. The purpose of the research is to describe the factors of regional identity. Regional identity is predetermined by natural, geographical, socio-cultural, ethnic, and socio-political factors. Regional identity is viewed as a complex dynamic structure. It is analyzed on the basis of application of concepts of constructivism and symbolic capital. The authors come to the conclusion that dynamics of regional identity are determined by individuals’ evaluation of the conditions of the territory for satisfying the needs and implementation of life plans. This aspect is analyzed from the positions of the concept of constructivism. It is also concluded that dynamics of regional identity depends on attractive image of the territory and realization of its uniqueness. This aspect of regional identity is viewed as a symbolic capital, which stimulates the development of territory.

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Article

Thanos Papaioannou, Aggeliki Tsohou and Maria Karyda

This paper aims to identify the data elements that social network sites (SNS) users consider important for shaping their digital identity and explore how users’ privacy…

Abstract

Purpose

This paper aims to identify the data elements that social network sites (SNS) users consider important for shaping their digital identity and explore how users’ privacy concerns, self-esteem and the chosen SNS shape this process.

Design/methodology/approach

This study conducted an online survey with the participation of 759 individuals, to examine the influence of privacy concerns, self-esteem and the chosen SNS platform, on the shaping of the digital identity, through a classification of identity elements that users disclose when using a SNS, the Rosenberg self-esteem scale and relevant constructs from the literature.

Findings

Findings reveal that users consider the name, gender, picture, interests and job as most important elements for shaping their digital identity. They also demonstrate that privacy concerns do not seem to affect the amount of information users choose to publish when shaping their digital identity. Specific characteristics of SNS platforms are found to affect the way that users shape their digital identity and their privacy behavior. Finally, self-esteem was found to affect privacy concerns and digital identity formation.

Research limitations/implications

To avoid a lengthy questionnaire and the risk of low participation, the respondents answered the questions for one SNS of their choice instead of answering the full questionnaire for each SNS that they use. The survey included the most popular SNSs at the time of the survey in terms of popularity.

Practical implications

The results contribute to the theory by furthering our knowledge on the elements that shape digital identity and by providing evidence with regard to the role of privacy and self-esteem within social networking. In practice, they can be useful for SNS providers, as well as for entities that design security and privacy awareness campaigns.

Originality/value

This paper identifies novel factors that influence digital identity formation, including the specific SNS used with its particular characteristics in combination with privacy concerns and self-esteem of the user.

Details

Information & Computer Security, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2056-4961

Keywords

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Article

Arbuda Sharma, Sanjay Patro and Harish Chaudhry

The purpose of this study is to explore how elements of culture and cultural cues such as customs, values and norms interact with the brand identity. A qualitative…

Abstract

Purpose

The purpose of this study is to explore how elements of culture and cultural cues such as customs, values and norms interact with the brand identity. A qualitative research has been done to understand which cultural aspect is important for which aspect of brand identity. The results would be useful for designing the product.

Design/methodology/approach

This research focuses on exploring and validating the interaction between the factors of brand identity and various dimensions of culture. Multiple frameworks of brand identity and culture have been reviewed, factors have been identified and the interaction between the factors of brand identity and elements of culture has been established in the Indian context. Grounded theory approach has been exercised here as a holistic inductive research technique for identifying the interaction between factors of brand identity and elements of culture. This paper has explored inter-relationship between strategies adopted by managers in creation of brand identity and its consequential perception.

Findings

Following interaction has been found between the brand identity factors and cultural aspects – product shape, product size and packaging size – were found to interact with individualism vs collectivism, brand image, overall brand presentation, distribution, perception and quality were found to be strongly associated with power distance. Similarly associations were found between country of origin and belief, quality, product differentiation, frame of reference, points of parity and uncertainty avoidance, between Brand Ambassador – Person/ Icon and 9; Beliefs, between Fit with environment and self, Brand customer relationship and long term vs short term orientation, between Enhanced Self Perception and Masculinity vs Femininity, between Brand heritage, packaging colors and images and Customs and Symbols.

Research limitations/implications

The outcomes of our research show that customization is an indispensable principle to be followed in the global markets and elements of culture and cultural indications such as customs, values and collective norms are integral in driving the branding strategies.

Practical implications

The outcomes of the study lay emphasis on the parallel groundwork that the managers must make for their strategies, so that, the company centric variables of brand identity are well in sync with the socio cultural indicators of the region they are serving.

Originality/value

Unlike previous researches, this work records the consumers' perspective in understanding their purchase choices based on their cultural norms and influences.

Details

Journal of Advances in Management Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0972-7981

Keywords

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Article

Francesca Maria Cesaroni, Annalisa Sentuti and Maria Gabriella Pediconi

This paper aims to further the understanding of women entrepreneurs' multiple identities by exploring how they interact throughout women's life cycles.

Abstract

Purpose

This paper aims to further the understanding of women entrepreneurs' multiple identities by exploring how they interact throughout women's life cycles.

Design/methodology/approach

This article combines a case study and a narrative analysis to investigate the experience of a woman who founded a business and retired after passing it on to her son. Data were collected by combining two different methods: biographical interview and follow-up interviews or conversations.

Findings

Findings show that interactions between a woman entrepreneur's multiple identities may evolve through two main processes of change: transformation and fading. In the transformation process, adverse interactions between identities turn into synergistic and fruitful relationships. In the fading process, conflicts between identities gradually disappear, giving way to peaceful coexistence. Women's agency proves paramount in making these processes possible and helping her achieve personal and professional fulfillment.

Originality/value

In prior studies, women entrepreneurs have mostly been observed at a specific time or stage in their life and entrepreneurial experience. This paper responds to the call for the adoption of a dynamic perspective in the analysis of interactions among a woman entrepreneur's multiple identities so as to show how they may evolve during her entrepreneurial experience.

Details

International Journal of Entrepreneurial Behavior & Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-2554

Keywords

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Article

Rusi Jaspal

Chemsex constitutes a significant public health concern among gay and bisexual men (GBM). Using the identity process theory, this study focuses on GBM’s motivations for…

Abstract

Purpose

Chemsex constitutes a significant public health concern among gay and bisexual men (GBM). Using the identity process theory, this study focuses on GBM’s motivations for engaging in chemsex and the functions that the practice performs for constructing a positive sense of self and for coping with psychological stress.

Design/methodology/approach

Sixteen GBM were interviewed, and the qualitative data were analyzed using thematic analysis.

Findings

Individuals reported facing various stressors, such as homonegativity, rejection and HIV stigma, which were threatening for self-esteem and distinctiveness. There was habitual use of deflection (e.g. denial and self-concealment) for coping with these stressors. Chemsex enabled some interviewees to engage in more elaborate forms of deflection, such as transient depersonalization, compartmentalization and fantasy.

Originality/value

In contrast to the risk-focused analyses of chemsex, this study provides a novel identity-based approach to understanding GBM’s motivations for engaging in chemsex and focuses on the functions that chemsex may perform for identity processes.

Details

Drugs and Alcohol Today, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1745-9265

Keywords

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Article

Bramesada Prasastyoga, Fieke Harinck and Esther van Leeuwen

Three studies aimed to investigate the role of perceived value of entrepreneurial identity (i.e. one's evaluation of the worthiness of one's entrepreneurial role) in the…

Abstract

Purpose

Three studies aimed to investigate the role of perceived value of entrepreneurial identity (i.e. one's evaluation of the worthiness of one's entrepreneurial role) in the relationship between motives for entrepreneurship and business growth motivation among small-business owners.

Design/methodology/approach

Two studies were conducted online (Studies 1 and 2) and one study in the field in Indonesia (Study 3); both employed a cross-sectional design with a mixed correlational and experimental approach.

Findings

Opportunity-based entrepreneurship, but not necessity-based entrepreneurship, was positively associated with perceived value of entrepreneurial identity. Perceived value of entrepreneurial identity was a positive predictor of future time perspective and growth-pursuit intentions. Study 2 further showed the potential of increasing the salience of both personal and others' positive views of one's business for increasing one's perceived value of their entrepreneurial identity.

Research limitations/implications

The investigation of perceived value of entrepreneurial identity in this paper extends current knowledge regarding the mechanism through which motives for entrepreneurship predict business growth motivation.

Practical implications

The paper provides practitioners and policy-makers with useful insights into the importance of small-business owners' perceived value of entrepreneurial identity for business growth motivation, and offers suggestions on how to increase it.

Originality/value

The paper sheds light on the important role of perceived value of entrepreneurial identity in explaining the association between motives for entrepreneurship and business growth motivation.

Details

International Journal of Entrepreneurial Behavior & Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-2554

Keywords

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Article

Koel Nath and Rohit Dwivedi

This paper aims to examine the work-life balance (WLB) experiences of tribal working women belonging to the matrilineal Khasi and Jaintia communities of Meghalaya, India…

Abstract

Purpose

This paper aims to examine the work-life balance (WLB) experiences of tribal working women belonging to the matrilineal Khasi and Jaintia communities of Meghalaya, India, using an identity-based approach.

Design/methodology/approach

Semi-structured interviews conducted with 18 tribal women working in the formal sector helped generate descriptions of the subjective subliminal tensions they experienced in their efforts to balance work and home life.

Findings

Six key themes emerged: webs of role-based responsibilities; reframing family around work; revising self-identity through work; challenges and coping tactics; traditional community influences on management of work and home life; and enacting womanhood as problem-solving.

Research limitations/implications

This study contributes to the literature on women and WLB in that it expands the theoretical understanding of the impact of identity work on women’s WLB.

Practical implications

A healthy WLB is crucial for enhanced intrinsic motivation and consequently women’s psychological empowerment and career satisfaction. This has important social and practical implications for enriching tribal women’s quality of life in India and facilitating their contribution towards the betterment of their communities and the economy at large. To this end, policymakers should launch awareness campaigns pertaining to tribal women’s WLB, to aid organizations in rolling-out contextually relevant work-life management programmes for these women.

Originality/value

This study extends an identity-based approach as a general theory of the self to examine matrilineal tribal women's WLB construction as a distinct form of “doing” and “being”.

Details

Gender in Management: An International Journal , vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2413

Keywords

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Article

Alshaimaa Bahgat Alanadoly and Suha Fouad Salem

This paper aims to study the predictors influencing hijabista satisfaction towards Hijab fashion brands and their willingness to pay premium pricing as fashion consumers…

Abstract

Purpose

This paper aims to study the predictors influencing hijabista satisfaction towards Hijab fashion brands and their willingness to pay premium pricing as fashion consumers. The effects of product design, product quality, social and self-identity have been studied in relation to product, and brand satisfaction is believed to have led to acceptance of premium pricing. Various factors have been studied and analysed to provide a better understanding of Hijab fashion consumer behaviour.

Design/methodology/approach

Data were collected by using online structured surveys distributed within the area of Shah Alam City in Malaysia. Convenience sampling was used in defining the 223 target respondents, and the collected data was analysed using Smart-PLS Software.

Findings

The results highlighted that product design has the largest influence on the willingness of hijabistas in paying premium prices, followed by products that reflect their social-identity while communicating their religious obligations and commitments. Communicating one’s self-identity was also found not to have a significant impact which relates to the importance of the religious and social commitments on hijabista purchasing choices rather than their own self-conceptual image.

Practical implications

This paper provides insights on the factors that affect hijabista satisfaction towards Hijab fashion products and brands. Conclusions provided are very relevant to the practices of the fashion industry, and in particular, for designers to understand the needs of this large and significant segment of the fashion market.

Originality/value

Hijab fashion is a growing segment in the fashion industry, and it has been gaining recent global attention. Designers need to be more aware of the requirements of this segment of the fashion market. This research focusses on Hijab consumer satisfaction and how this reflects their willingness to pay premium prices for chosen products and brands. Factors such as product design and quality, along with social and self-identity, were studied in connection with hijabista willingness to accept premium pricing. Such connections and terms have not been covered in previous literature.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

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Article

Magnum Man Lok Lam, Eric Ping Hung Li and Wing-Sun Liu

The purpose of the present study is to examine how local consumers disassociate themselves from migrants' acculturative practices and negotiate their identity through the…

Abstract

Purpose

The purpose of the present study is to examine how local consumers disassociate themselves from migrants' acculturative practices and negotiate their identity through the symbolic consumption of fashion.

Design/methodology/approach

Data for this interpretive study were obtained via phenomenological interviews with locally-born Chinese youth in Guangzhou, China, to examine their acculturative consumption practices as well as their subjective experiences of perceived threats to their lifestyle imposed by the influx of outsiders. Snowballing and purposive sampling methods were adopted in recruiting the research participants.

Findings

Data analyses revealed that local consumers adopt three dissociative strategies (stigmatization, avoidance and self-assertion) in order to ascribe meanings to their fashion consumption practices as a means of resolving identity conflicts and differentiate themselves from the migrant consumers.

Research limitations/implications

This research offers a single perspective (i.e. that of local-born young consumers residing in Guangzhou) on the locals' attitudes aimed at distinguishing and negotiating their identities in an intercultural setting via specific fashion-clothing choices. This research has theoretical implications for the consumer acculturation theory and identity negotiation.

Practical implications

Findings yielded by the present study have important implications for commercial companies focusing on fashion consumption, in particular for marketing practices aimed at rural-urban identification and youth market segmentation.

Social implications

This study contributes to the existing discussion on consumer acculturation by offering an intracultural perspective to the understanding of local consumers' responses to migrants' acculturation. It also provides managerial insights for fashion retailers, prompting them to rethink their market segmentation strategies to address population mobility in the marketplace and better understand how it alters the in-between social relationships that result in different consumption patterns and practices.

Originality/value

This study contributes to the existing discussion on youth consumer acculturation theories by offering an intercultural perspective to the understanding of local consumers' responses to migrants' acculturation attempts. It also offers managerial insights for fashion retailers, prompting them to rethink their market segmentation strategies to address population mobility and better understand how it alters the social relationships that result in different consumption patterns and practices.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1361-2026

Keywords

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Article

Harsandaldeep Kaur and Kanwal Roop Kaur

Although the prominence of social media for companies is widely acknowledged, a close examination of the literature reveals a lack of empirical research pertaining to the…

Abstract

Purpose

Although the prominence of social media for companies is widely acknowledged, a close examination of the literature reveals a lack of empirical research pertaining to the effect of consistency specifically on social media. Therefore, the purpose of this paper is to fill the gap in social media communication concerning the effect of consistent visual identity on social media users.

Design/methodology/approach

The study executed an experiment 2 (corporate visual identity condition) × 2 (organization type) between subjects design to map the effects of consistent visual identity on social media users appreciation of the visual identity, attitude toward the company, reputation and intention to commit to a company on social media.

Findings

The results of the study indicated the significant effects of consistent visual identity on social media users over the inconsistent conditions of visual identity on all dependent variables. Furthermore, there were insignificant main effects of organization type on general judgment, credibility, distinctiveness and reputation of the company.

Practical implications

This study presents the effects of consistent visual identity on social media platforms. The research will help marketing academicians, graphic designers and social media practitioners in online marketing by using its practical implications to strategically positioning their corporate brand in a social media environment.

Originality/value

This study provides novel insights on the impact of consistency on social media users. This is the first study to determine the role of consistent visual identity in the social media environment. It thereby adds to the literature of visual identity by developing the sphere of influence of consistency and its effects toward the user’s attitude.

Details

Journal of Indian Business Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1755-4195

Keywords

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