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Article
Publication date: 17 June 2021

Carina Ren and Kirsten Thisted

The study aims to explore the concept of the indigenous and how Greenlandic and Sámi indigeneities is expressed, made sense of and contested within a Nordic context by…

Abstract

Purpose

The study aims to explore the concept of the indigenous and how Greenlandic and Sámi indigeneities is expressed, made sense of and contested within a Nordic context by using the Eurovision Song Contest as a branding platform.

Design/methodology/approach

Initiating with an introduction of the historical and political contexts of Sámi and Greenlandic Inuit indigeneity, the study compares lyrics, stage performances and artefacts of two Sámi and Greenlandic contributions into the European Song Contest. This is used to discuss the situated ways in which indigenous identity and culture are branded.

Findings

The study shows how seemingly “similar” indigenous identity positions take on very different expressions and meanings as Arctic, indigenous and global identity discourses manifest themselves and intertwine in a Greenlandic and Sámi context. This indicates, as we discuss, that indigeneity in a Nordic context is tightly connected to historical and political specificities.

Research limitations/implications

The study argues against a “one size fits all” approach to defining the indigenous and even more so attempts to “pinning down” universal indigenous issues or challenges.

Practical implications

The study highlights how decisions on whether or how to use the indigenous in place or destination branding processes should always be sensitive to its historical and political contexts.

Originality/value

By focusing on the most prevalent European indigenous groups, the Sámi from the Northern parts of Norway and Greenlandic Inuit, rather than existing nation states, this study expands on current research on Eurovision and nation branding. By exploring the role of the indigenous in place branding, this study also contributes to the existing place branding literature, which overwhelmingly relates to the branding of whole nations or to specific places within nations, such as capital cities.

Details

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

Keywords

Content available
Article
Publication date: 3 August 2021

Michael Boadi Nyamekye, Diyawu Rahman Adam, Henry Boateng and John Paul Kosiba

The purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment…

Abstract

Purpose

The purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment on brand loyalty are stronger for customers who have a positive experience with a restaurant brand. Additionally, the authors investigate whether emotion-based attachment mediates the relationships between identity-based attachments, place dependence and brand loyalty in the restaurant setting.

Design/methodology/approach

The authors administered the questionnaire to customers (diners) of restaurants in Ghana, and they were completed via a paper and pencil/pen approach. The authors tested their hypotheses using structural equation modeling.

Findings

The findings show that identity-based and emotion-based attachment enhances brand loyalty within a restaurant setting. The results also show that place dependence attachment promotes emotional bonding with restaurant brands. The study's findings also show that place dependence attachment does not have a direct and positive significant effect on brand loyalty except when an emotional response is produced.

Originality/value

Place attachment studies in a restaurant setting are rare. This study thus contributes to the place attachment literature in restaurants setting.

Details

International Hospitality Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2516-8142

Keywords

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Article
Publication date: 18 July 2008

Guijun Zhuang, Xuehua Wang, Lianxi Zhou and Nan Zhou

The purpose of this study investigates the asymmetric effects of brand origin confusion (BOC) on consumer preference and the purchase of local versus foreign brands in…

Abstract

Purpose

The purpose of this study investigates the asymmetric effects of brand origin confusion (BOC) on consumer preference and the purchase of local versus foreign brands in China. Drawing on the general country‐of‐origin (COO) literature and recent developments in brand‐origin studies and the emerging market phenomenon globally, it proposes and test a model of the asymmetric effects of BOC on consumer preference and the purchase of local versus foreign brands in China. This study intends to help to explain from a new angle the decreasing competitiveness of foreign brands in emerging markets, such as China.

Design/methodology/approach

The study pretest on nationally distributed brands across seven product categories resulted in a final set of 67 brands: 35 foreign and 32 local. Four hundred respondents evaluated measures related to brand origin, brand awareness, brand value, brand preference, and brand purchases in the previous six months. Hierarchical regression analysis was used in data analysis.

Findings

The hypotheses on the asymmetric effects of BOC between local and foreign brands in China were mostly supported. Specifically, the results showed that local brands are likely to be in an advantageous position when there is a high level of BOC. However, as the brand knowledge of consumers increases, the effects of BOC decrease.

Originality/value

This study provides evidence of the asymmetric effects of BOC between local and foreign brands and the moderating role of brand knowledge for local brands in China. It fills a gap in the international branding and marketing communication literature, and offers meaningful managerial insights for both local and international companies to formulate effective branding and marketing communication strategies in China and possibly in other emerging markets.

Details

International Marketing Review, vol. 25 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 29 November 2019

May Nagy, Dag Bennett and Charles Graham

The purpose of this paper is to test the premise that brand growth can come from targeting the poorest consumers at the bottom of the economic pyramid (BOP). This study is…

Abstract

Purpose

The purpose of this paper is to test the premise that brand growth can come from targeting the poorest consumers at the bottom of the economic pyramid (BOP). This study is the first that uses quantitative marketplace data covering BOP consumer purchase records.

Design/methodology/approach

The study uses newly available panel data from Egypt covering 15 months and 35 categories of frequently bought consumer goods. Brand penetration rates for socio-demographic tiers are established to explore brand purchasing. The metrics are: penetration, the number of buyers a brand has; and loyalty as measured by purchase frequency and share of category requirements.

Findings

Buyer behaviour patterns for the poorest consumers do not differ much from those in advanced economies; all brand performance metrics vary according to brand penetration – a double jeopardy effect, and the biggest brands are those that target the whole market, including the base.

Research limitations/implications

Data are from one country only and while the results confirm that patterns of brand buying in this BOP segment are like those in other markets, more research needs to be done to confirm the finding.

Practical implications

The biggest brands are those with the most customers, even if those customers are poor and do not buy very often. Growth can therefore be based on marketing interventions that appeal to the largest possible customer base.

Social implications

There are 2bn BOP consumers worldwide. This research shows that they may already be marginal members of modern economies and consumer culture.

Originality/value

This paper extends previous research on brand buying behaviour for the first time to the vast base of poor consumers who make up around half of the world’s population. This research shows that strategic approaches that emphasise increasing penetration are most likely to result in brand growth.

Details

International Marketing Review, vol. 37 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

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Book part
Publication date: 14 November 2017

Rick Colbourne

Indigenous entrepreneurship and hybrid venture creation represents a significant opportunity for Indigenous peoples to build vibrant Indigenous-led economies that support…

Abstract

Indigenous entrepreneurship and hybrid venture creation represents a significant opportunity for Indigenous peoples to build vibrant Indigenous-led economies that support sustainable economic development and well-being. It is a means by which they can assert their rights to design, develop and maintain Indigenous-centric political, economic and social systems and institutions. In order to develop an integrated and comprehensive understanding of the intersection between Indigenous entrepreneurship and hybrid ventures, this chapter adopts a case study approach to examining Indigenous entrepreneurship and the underlying global trends that have influenced the design, structure and mission of Indigenous hybrid ventures. The cases present how Indigenous entrepreneurial ventures are, first and foremost, hybrid ventures that are responsive to community needs, values, cultures and traditions. They demonstrate that Indigenous entrepreneurship and hybrid ventures are more successful when the rights of Indigenous peoples are addressed and when these initiatives are led by or engage Indigenous communities. The chapter concludes with a conceptual model that can be applied to generate insights into the complex interrelationships and interdependencies that influence the formation of Indigenous hybrid ventures and value creation strategies according to three dimensions: (i) the overarching dimension of indigeneity and Indigenous rights; (ii) indigenous community orientations and (iii) indigenous hybrid venture creation considerations.

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Article
Publication date: 1 April 2001

Allan K.K. Chan and Yue‐Yuan Huang

Reports a study of 1,304 Chinese brand names of ten types of products in China. These brand names are content analyzed following a linguistic approach which the authors…

Abstract

Reports a study of 1,304 Chinese brand names of ten types of products in China. These brand names are content analyzed following a linguistic approach which the authors developed from their earlier studies. The ten types of brand names are presented in three broad categories representing the three different developing stages of the consumer product industry in China: brands of traditional products (illustrated by matches and spirits), brands of traditional products with current development (illustrated by bicycles, shoes, and toothpastes), and brands of new and modern products (illustrated by cosmetics, soft drinks, washing machines, refrigerators and TV sets). The conclusion drawn from the analysis is that one of the variables in determining how linguistic principles are being applied to Chinese brand naming is the respective stages of development of such products in the context of the Chinese market economy.

Details

Journal of Product & Brand Management, vol. 10 no. 2
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 27 May 2014

Meena Rambocas, Vishnu M. Kirpalani and Errol Simms

The purpose of this paper is to investigate an integrated model mapping the influence of brand affinity, customer experience, and customer satisfaction on brand equity in…

Abstract

Purpose

The purpose of this paper is to investigate an integrated model mapping the influence of brand affinity, customer experience, and customer satisfaction on brand equity in retail banking.

Design/methodology/approach

Data were collected from 315 banking customers in Trinidad and Tobago through personally administered structured questionnaires and analyzed with Structural Equation Modelling.

Findings

The findings showed the mediating role of customer satisfaction in brand equity relationships. The results also showed the pivotal role of brand affinity, customer satisfaction, and service experience in explaining brand equity.

Practical implications

The study provides an integrated approach to brand building. It also offers an objective framework brand owners can use to evaluate marketing investments. It also provides a clear brand differentiation strategy for bank brands. Finally, it introduces cross-cultural research in brand equity which can be a useful competitive tool for indigenous banks and foreign banks seeking market expansion strategies.

Originality/value

This research is one of the few studies that analyzed brand equity in retail banking. It advanced a brand equity framework that explores the mediating role of customer satisfaction and provides a guide to uplift perceptions and stimulate customer confidence in the banking sector.

Details

International Journal of Bank Marketing, vol. 32 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

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Article
Publication date: 9 September 2013

Ružica Brečić, Jelena Filipović, Matthew Gorton, Galjina Ognjanov, Žaklina Stojanović and John White

The paper aims to demonstrate the utility of qualitative research for: understanding differences in brand image across markets; the critical assessment of marketing…

Abstract

Purpose

The paper aims to demonstrate the utility of qualitative research for: understanding differences in brand image across markets; the critical assessment of marketing theory; informing revisions to quantitative scales and metrics used in international branding research. This is accomplished via research on a particular case (socialist era brands in Croatia and Serbia).

Design/methodology/approach

A total of 12 focus groups, cutting across two countries (Croatia and Serbia) and three age groups (18-21, 35-45, pensioners), were conducted. The contemporary brand images of labels from the socialist era were compared against competing products (launched in the post-socialist period by local manufacturers and those from transnational companies).

Findings

Analysis revealed significant differences in the image of the socialist era brands between their home and foreign markets. Variations are linked to a cultural context of newly (re)emerging states with high ethnocentrism, animosity and uneasy political relationships. Transnational brands, however, appear immune to much consumer ethnocentrism.

Research limitations/implications

Firms from the region face significant barriers to creating standardised brand images across the successor states of the Socijalistička Federativna Republika Jugoslavija. While strong in their home markets, the socialist era brands are rarely suitable platforms for international market entry in the region. The dangers of conflating “Western” with foreign in international branding research are documented.

Originality/value

The case illustrates the role qualitative research can play in understanding variations in perceived brand image across international markets. It evaluates the utility of Kapferer’s approach to brand identity. The concept of origin hierarchies is introduced and the inadequacies of international marketing research that relies on a simple domestic versus foreign dichotomy are documented.

Details

International Marketing Review, vol. 30 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

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Case study
Publication date: 1 January 2011

Melodena Stephens Balakrishnan

Communication strategy, segmentation, branding, customer value, competitive analysis.

Abstract

Subject area

Communication strategy, segmentation, branding, customer value, competitive analysis.

Study level/applicability

Undergraduate and Postgraduate Business and Management; Hospitality and Tourism Management; and Communication Management Students.

Case overview

This case spotlights the Jumeirah Group an indigenous United Arab Emirates brand and a leader in the hospitality sector, managing iconic properties like The Burj Al Arab and Emirates Tower. This case focuses on the Chopard's Ladies floor, a full floor dedicated to women and managed by women. Jumeirah was the first to introduce this concept in the Middle East. The case highlights the challenges of maintaining a first mover advantage; adapting to change, developing a multi-pronged communication strategy and indentifying key target customers.

Expected learning outcomes

This case can be used to teach concepts from marketing management (segmentation, targeting, customer perceived value, the consumer buying process, and marketing mix); competitive strategy (environmental analysis, how to chunk down information from a macro-context to a micro-context; concept of synergy; benchmarking and choosing strategic groups; industry analysis) and communication strategy (setting a communication objective; choosing the communication mix, and building control measures).

Supplementary materials

A teaching note is available on request.

Details

Emerald Emerging Markets Case Studies, vol. 1 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

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Article
Publication date: 3 April 2017

Dongjin Yang, Chin Tachia, Liu Ren-huai and Zuowei Yao

China has become the world’s largest vehicle market, because of the strong governmental support to boost car sales and particularly because of the establishment of joint…

Abstract

Purpose

China has become the world’s largest vehicle market, because of the strong governmental support to boost car sales and particularly because of the establishment of joint ventures between state-owned enterprises and world-class automakers. However, because many Sino-foreign joint ventures have performed unsatisfactorily in terms of creating indigenous brands, the purpose of this paper is to explore the cause-and-effect relationships among governmental policy support, Sino-foreign joint ventures and own-brand innovation in China’s passenger-car industry.

Design/methodology/approach

After briefly introducing the development history of the Chinese auto industry and reviewing relevant literature, first, the analytic hierarchy process method is used to create a unique, context-specific equation to measure the degree of policy support in China. This paper then uses the hierarchical multiple regression method to process the 2014 public data set.

Findings

The findings show that the degree of policy support increases the preference of the firms for producing foreign-brand cars, while such a relationship is fully mediated by the establishment of Sino-foreign joint ventures.

Research limitations/implications

The research brings greater and deeper insights into the interplay among governmental policy, the conduct of own-brand strategy and international joint ventures in China’s auto market, showing that policy support may not always be beneficial, but sometimes be detrimental to indigenous innovation.

Originality/value

This paper can be seen as an exciting step that adds to a better understanding of the role of political support in shaping the strategic choices of firms in terms of brand innovation in the Chinese automobile industry. The proposed novel, context-specific approach for evaluating the degree of policy support embodies the distinctive institutional complexity and intricate social network embedded in the local car market during the period of China’s socio-economic transformation – an approach that is original in this field.

Details

Chinese Management Studies, vol. 11 no. 1
Type: Research Article
ISSN: 1750-614X

Keywords

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