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Article
Publication date: 21 August 2009

Kamal Ghose

Brands scintillate on the twin pillars of external brand communication and staff commitment to the envisioned customer experience (CE). However, until very recently the…

Abstract

Purpose

Brands scintillate on the twin pillars of external brand communication and staff commitment to the envisioned customer experience (CE). However, until very recently the contribution of staff to internal brand building has not received the importance it deserves. With customers becoming more knowledgeable and moving towards a holistic experience rather than buying “products”, the quality of customer interaction (CI) is becoming the deciding factor in brand creation and CE. From this on‐going research based on the emerging services dominant logic popularised by Vargo and Lusch, this paper aims to explore a model to measure the awareness, understanding and commitment of staff to the vision of the service‐oriented brand.

Design/methodology/approach

Answers to a Likert questionnaire with six question sets will give researchers an insight into the awareness, understanding and commitment of staff to the brand vision. At a later stage researchers will use the above data to calculate the internal brand proprietor‐like quality rating of the organization based on the percentage of employees at high/low internal brand proprietor levels. Findings will assist in understanding and improving quality of CI and brand image.

Findings

Successful brand builders identify and spend aggressively on interactions that will have the most impact on revenue growth and profitability and ensure that the touch points that matter are synchronized to successfully convey the brand's promise (Hogan).

Research limitations/implications

Limitations of this research are sample constraints and test persons being highly involved in the research. More accurate results could be obtained if future research is carried out on a sector‐wise basis.

Originality/value

The paper explores a model to measure the awareness, understanding and commitment of staff to the vision of the service‐oriented brand.

Details

Direct Marketing: An International Journal, vol. 3 no. 3
Type: Research Article
ISSN: 1750-5933

Keywords

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Article
Publication date: 27 May 2014

Mehir Baidya, Kamal Ghose and Bipasha Maity

– The purpose of this paper is to see the role of advertising in the middle of sales-price relationship of two entrepreneur brands in India.

Abstract

Purpose

The purpose of this paper is to see the role of advertising in the middle of sales-price relationship of two entrepreneur brands in India.

Design/methodology/approach

Quarterly data on sales (in units), advertising (net of inflation) and price (net of inflation) have been compiled for two entrepreneur brands over a period 2007-2012. First, elasticity of price is estimated by regressing sales on price. Next, the response of price elasticity to advertising is captured using a semi-logarithmic regression model.

Findings

Results reveal that price and sales are inversely related and advertising influences price elasticity negatively.

Practical implications

Findings suggest that entrepreneurs/managers should allocate more funds to advertising and at the same time should charge a higher price point in order to increase revenue.

Originality/value

By showing a new way of how to measure the effectiveness of advertising beyond traditional ones (inform, persuade or remind) of two entrepreneur brands this research definitely adds some value in the literature of marketing.

Details

Asia-Pacific Journal of Business Administration, vol. 6 no. 2
Type: Research Article
ISSN: 1757-4323

Keywords

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Article
Publication date: 2 February 2015

Sabrina Rashid and Kamal Ghose

The purpose of this paper is to explore the relationship between organizational culture and brand identity in the retail food and beverage industry and also to explore how…

Abstract

Purpose

The purpose of this paper is to explore the relationship between organizational culture and brand identity in the retail food and beverage industry and also to explore how independent retail coffee shops and cafes build their brands. The evolution of coffee drinking in many new markets is following a pattern similar to the one witnessed in New Zealand.

Design/methodology/approach

A qualitative approach using semi-structured interviews, field notes, photographs and empirical material was carried out with 15 independent coffee shops and nine franchise coffee shops in Christchurch, New Zealand. In total five different approaches were adopted to provide diverse observations to compliment every angle of the research setting by using triangulation.

Findings

The findings from this research reveal that an appropriate brand name helps to ease the process of brand identity creation. The personality of the market leader strongly influences organizational culture, and a constant flow of updated business intelligence plays an important role in creating a distinctive brand identity. Internal marketing and personal values are key to constructing internal culture while the acculturation process plays an important role in developing internal culture and building brand identity.

Research limitations/implications

Difficulty in getting participants was a major limitation because many employees/owners declined to take part in the research due to the nature of their work which required full attention to serve customers when the outlet is operating.

Originality/value

In previous years, research has focused on interaction between the organization and their customers (Hoeffler, 2003). This study extends previous research by investigating the internal culture of the organization and its relation to brand identity building within the organization.

Details

Marketing Intelligence & Planning, vol. 33 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 17 August 2012

Mehir Baidya, Bipasha Maity and Kamal Ghose

The purpose of this study is to estimate the relative contributions of individual marketing mix variables to sales as well as short‐term and long‐term effects of…

Abstract

Purpose

The purpose of this study is to estimate the relative contributions of individual marketing mix variables to sales as well as short‐term and long‐term effects of advertising in India.

Design/methodology/approach

Time‐series data on sales and marketing mix variables have been collected for two brands. Two double‐log regression modes have been fitted on data to estimate the relative contribution of each effort as well as to isolate the amount of sales due to advertising only. In addition, a log‐linear partial‐adjustment model has been fitted on adjusted sales and advertising data to estimate both short‐term and long‐term effects of advertising.

Findings

Results reveal that all the marketing mix variables have significant relative contributions to sales in both the cases. It is also found that advertising does have significant short‐term and long‐term effects on adjusted sales for both the brands.

Practical implications

Findings provide a deep insight in dynamic perspective of advertising that make them eminently suitable in the process of allocation of budget to achieve both the short‐term and long‐term goals of advertising.

Originality/value

This research made a notable contribution to the literature due to lack of quantitative modeling works on marketing data reported in the field of advertising in India.

Details

Journal of Indian Business Research, vol. 4 no. 3
Type: Research Article
ISSN: 1755-4195

Keywords

Content available
Article
Publication date: 14 May 2014

Abstract

Details

Journal of Indian Business Research, vol. 6 no. 1
Type: Research Article
ISSN: 1755-4195

Keywords

Content available
Article
Publication date: 21 August 2009

Adrian Palmer

Abstract

Details

Direct Marketing: An International Journal, vol. 3 no. 3
Type: Research Article
ISSN: 1750-5933

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Book part
Publication date: 10 December 2018

Jakob Müllner and Igor Filatotchev

In this chapter, the authors review emerging literature on multidimensional, information age-related phenomena across different disciplines to derive common themes and…

Abstract

In this chapter, the authors review emerging literature on multidimensional, information age-related phenomena across different disciplines to derive common themes and topics. The authors then proceed to analyse recent developments in these fields to provide an interdisciplinary overview of the most disruptive challenges for multinational companies (MNCs) competing in the modern information age. These challenges include more efficient peer-to-peer communication between stakeholders, crowd-organisation, globalisation of value chains and the need to organise knowledge resources. The aim of the chapter is not to review all age research, but to identify fundamental uncertainties for MNCs and discuss strategies of tackling such information age phenomena from an international business perspective.

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Article
Publication date: 15 June 2012

Josefa D. Martín‐Santana and Asunción Beerli‐Palacio

The purpose of this work is to analyse the relationship between click‐through rate (CTR) and the traditional measurements of advertising effectiveness and to measure the…

Abstract

Purpose

The purpose of this work is to analyse the relationship between click‐through rate (CTR) and the traditional measurements of advertising effectiveness and to measure the advertising effectiveness of two less common formats of online advertising in blogs: rectangle and contextual, as well as to explore which factors influence that effectiveness.

Design/methodology/approach

A survey was used to gather data. Advertising effectiveness was determined using the traditional measurements employed for conventional media at cognitive, affective and conative levels and analysing the CTR.

Findings

The results reflect a direct relation between measurements of effectiveness and CTR, differences in the effectiveness of the two advertising formats, and that the factors influencing that effectiveness are attitude toward the web site, involvement with the product and duration of web site visit.

Research limitations/implications

The main limitation of the study is that the experimental design is focused on two types of formats inserted into two types of blog and about only one product. A further limitation is the need to analyse other factors that may influence the effectiveness.

Practical implications

The principal conclusion of the study is that managers should not evaluate the effectiveness of their online campaigns by using only the CTR.

Originality/value

Despite the increase in their use, blogs have not received attention in the field of advertising research.

Details

Online Information Review, vol. 36 no. 3
Type: Research Article
ISSN: 1468-4527

Keywords

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Article
Publication date: 9 October 2009

Muhammad Mustafa Kamal

The purpose of this paper is to analyse the research conducted in the area of electronic participation (e‐Participation).

Abstract

Purpose

The purpose of this paper is to analyse the research conducted in the area of electronic participation (e‐Participation).

Design/methodology/approach

The paper investigates and assesses both theoretical and pragmatic findings published in the normative literature.

Findings

The synthesis of the research findings exemplifies that the foremost dominant research studies to e‐Participation advocated and conducted by several researchers are: theoretical perspective on e‐Participation; e‐Participation technological solutions; governance models in public administration; policy making lifecycle models; and location‐based e‐Participation services. Analysis of these research studies has identified a literature void requiring a new stream of research mainly focusing on developing a ubiquitous platform that allows citizens to be involved in government policy‐making processes (PMPs).

Research limitations/implications

The combination of theoretical conceptions, analysis of the normative literature and empirical findings presented in this paper illustrates the start of research on e‐Participation. However, the theoretical and empirical findings accumulated accentuate that one of the reasons that make citizens de‐motivated in participating in the policy making, is the ignorance of relevant policies and PMPs in government sector. Therefore, it is suggested that the more the citizens find connections between their anticipated activities and relevant policies, the more they become pro‐active to be involved in government PMPs.

Originality/value

The prime significance and uniqueness of the research presented in this paper lies in proposing a platform that allows citizens to participate in government PMPs regardless of their current locations and time. This has been achieved by analysing and synthesising existing research studies theorised in the normative literature. The proposed platform aims to provide context aware knowledge provision with regards to policy making. That is citizens using this platform will be alerted to relevant policies and PMPs when they are moving around physical places according to their as‐usual life pattern at the work, commerce, education, etc.

Details

Transforming Government: People, Process and Policy, vol. 3 no. 4
Type: Research Article
ISSN: 1750-6166

Keywords

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Article
Publication date: 30 April 2021

Muhammad Sabbir Rahman, Md Afnan Hossain and Fadi Abdel Muniem Abdel Fattah

Few well-documented studies have explained the importance of researching firms' marketing analytics capability (FMAC). In spite of its significance, there is scant…

Abstract

Purpose

Few well-documented studies have explained the importance of researching firms' marketing analytics capability (FMAC). In spite of its significance, there is scant attention to conceptualising and empirically investigating FMAC and its consequences in a data-driven business context. Thus, this study aims to develop and test a conceptual model that relates FMAC and its repercussions in the data-rich business environment.

Design/methodology/approach

This study analysed the data from 250 managers amongst large and medium-sized manufacturing and service-intensive firms. Furthermore, this research performed an empirical study by using operationalised questionnaire survey method to verify the hypotheses and reach its theoretical and managerial implications. Structural equation modelling with maximum-likelihood estimation method was applied to verify the validity of the proposed research model.

Findings

Multivariate analysis results show that FMAC significantly influences firms' competitive marketing performance (FCMP) with the presence of holistic marketing decision-making (HMDM) as a mediator. Moreover, adoption of artificial intelligence (AAI) enhances the relationship of FMAC-HMDM and FMAC-FCMP linkages.

Practical implications

This study analyses how FMAC can enhance FCMP and contributes to resource-based views and technological capability theories. From a managerial perspective, guidelines are provided for marketers to adopt advance technologies, such as AI, to optimise FMAC and HMDM to achieve competitive marketing performance.

Originality/value

Believing that “how to be competitive in marketing performance under data-rich-environment”, this research is the first to use the data of a firm manager to facilitate the understanding of FMAC, which provides a new direction for improving marketing performance. In addition, HMDM and AAI are also proposed for firms to optimise FCMP.

Details

Journal of Enterprise Information Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1741-0398

Keywords

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