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Book part
Publication date: 24 August 2017

Amy C. Edmondson and Jean-François Harvey

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Extreme Teaming
Type: Book
ISBN: 978-1-78635-449-5

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Book part
Publication date: 30 July 2018

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Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Book part
Publication date: 22 June 2021

John N. Moye

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The Psychophysics of Learning
Type: Book
ISBN: 978-1-80117-113-7

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Book part
Publication date: 3 August 2017

Matt Bower

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Design of Technology-Enhanced Learning
Type: Book
ISBN: 978-1-78714-183-4

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Book part
Publication date: 1 January 2005

Naresh K. Malhotra

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-723-0

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Book part
Publication date: 14 January 2019

Morgan R. Clevenger and Cynthia J. MacGregor

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Business and Corporation Engagement with Higher Education
Type: Book
ISBN: 978-1-78754-656-1

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Book part
Publication date: 8 June 2020

Rupert Ward

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Personalised Learning for the Learning Person
Type: Book
ISBN: 978-1-78973-147-7

Open Access
Article
Publication date: 27 July 2022

Philipp Jaufenthaler

Brands are relevant to multiple stakeholders and, as such, can have multiple meanings. Drawing on branding and stakeholder marketing theory, the purpose of this study was to…

2041

Abstract

Purpose

Brands are relevant to multiple stakeholders and, as such, can have multiple meanings. Drawing on branding and stakeholder marketing theory, the purpose of this study was to provide in-depth insights into knowledge dynamics related to the so-called family business brand across different stakeholder perspectives.

Design/methodology/approach

This study combines advanced brand concept mapping (BCM) with a scenario technique to graphically capture consumers’ and jobseekers’ brand knowledge related to the family business concept in the form of association networks.

Findings

Findings show both a shared core meaning (e.g. associations such as “tradition” or “owner-managed”) and stakeholder-specific associations (e.g. consumer perspective: “high product quality,” “handmade”; jobseeker perspective: “appreciation within the company,” “outdated”). Significantly, the results reveal detailed insights into cross-stakeholder knowledge dynamics regarding the associations’ interconnections, strength and favorability.

Originality/value

By combining BCM with a scenario technique, this study adopts an approach that is aimed at better understanding and comparing brand knowledge with respect to the family business brand across multiple stakeholder perspectives. Given the prevalence of family businesses, this research enhances the theoretical and practical understanding of a branding resource that is often available but rarely exploited.

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Book part
Publication date: 27 November 2020

Arthur Seakhoa-King, Marcjanna M Augustyn and Peter Mason

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Tourism Destination Quality
Type: Book
ISBN: 978-1-83909-558-0

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Book part
Publication date: 21 July 2021

Jon-Arild Johannessen

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The Soft Side of Knowledge Management in Health Institutions
Type: Book
ISBN: 978-1-80117-925-6

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