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Article
Publication date: 10 April 2017

Manfred Bruhn and Stefanie Schnebelen

Despite decades of scientific and practical experience in the field of integrated marketing communication (IMC), little is known about the role of IMC in the era of new media. The…

12917

Abstract

Purpose

Despite decades of scientific and practical experience in the field of integrated marketing communication (IMC), little is known about the role of IMC in the era of new media. The purpose of the present paper is to undertake a first step to close this gap by proposing thought-provoking impulses for customer-centric IMC. This is done by discussing central premises of customer-centric IMC in terms of the changed conditions on the media markets, its challenges and principles and its implementation issues.

Design/methodology/approach

The paper provides a conceptual approach to customer-centric IMC by deriving new lines of thinking from a review of existing literature relating to the concept of IMC.

Findings

The paper positions customer-centric IMC as an important advancement of IMC. It shows that the most important new lines of thinking which could be adopted as strategic components of customer-centric IMC are relationship orientation, content orientation and process orientation. The paper thus suggests that customer-centric IMC is a balancing act between a company’s own branding activities and the integration of customer-centered issues.

Originality/value

The originality of this paper resides in a detailed conceptual discussion of new insights into a customer-centric IMC. In contrast to existing work on IMC, this paper threads together the existing perspectives on IMC (inside-out and outside-in) to highlight the potential role of IMC in the era of social media (customer-centric IMC) by adding an outside-out view to the concept of IMC.

Details

European Journal of Marketing, vol. 51 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 13 February 2017

Kristine Fritz, Verena Schoenmueller and Manfred Bruhn

Consumer demand for authentic brands is steadily rising. With increased pressure to accommodate this demand, researchers and marketers seek to understand how to influence a…

20889

Abstract

Purpose

Consumer demand for authentic brands is steadily rising. With increased pressure to accommodate this demand, researchers and marketers seek to understand how to influence a brand’s perceived authenticity. The purpose of this paper is to build a link between previous research on authenticity and thus gain a deeper understanding of the influencing factors of brand authenticity and its consumer outcomes.

Design/methodology/approach

Building on an extensive literature review, the authors identify various antecedents of brand authenticity that are closely connected with the brand’s past, its virtuousness, consumers’ self-identification with the brand perceiver’s own self and individuals representing the brand, as well as relational outcomes as consequences of a brand’s perceived authenticity. As brand authenticity is a subjective construct, the authors include brand involvement to test for moderator effects. For data collection, they conduct an online survey that generates 509 datasets. To test the hypotheses, the authors use structural equation modeling.

Findings

The results demonstrate that brand authenticity can be influenced by the identified variables (i.e. brand heritage, brand nostalgia, brand commercialization, brand clarity, brand’s social commitment, brand legitimacy, actual self-congruence and employee’s passion). Moreover, brand authenticity positively affects brand relationship quality, which in turn positively influences consumers’ behavioral intentions. The analyzed relationships do not vary due to consumer-specific characteristics (i.e. brand involvement).

Originality/value

In sum, the results regarding the antecedents of brand authenticity demonstrate that a company can influence brand authenticity through different approaches, and that it is therefore important to analyze which of the identified antecedents brand management should manipulate to positively impact the perception of the brand’s authenticity. In addition, the findings confirm the positive consequences on consumer behavior ascribed to the authenticity concept by marketing literature.

Details

European Journal of Marketing, vol. 51 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 14 November 2016

Corina Braun, Verena Batt, Manfred Bruhn and Karsten Hadwich

Relationship marketing scholars and managers have recognized the potential of customer engagement to enhance business performance and customer value. Therefore, the purpose of…

2685

Abstract

Purpose

Relationship marketing scholars and managers have recognized the potential of customer engagement to enhance business performance and customer value. Therefore, the purpose of this paper is to examine the effects that different types of customer engagement behaviors have on their perceived benefits.

Design/methodology/approach

The authors conducted two empirical studies. In the first step, 69 in-depth interviews were held to identify important customer engagement behaviors and targeted benefits. Then, in the second step, a quantitative study with 255 participants was used to match the identified customer engagement behaviors with the targeted benefits.

Findings

The results reveal that there are three aggregated types of customer engagement behaviors (“value creation-focused customer engagement”, “online-focused customer engagement” and “customer-to-customer interaction-focused customer engagement”). These types of customer engagement behaviors lead to different targeted benefits (social, relationship, autonomous, economic, altruistic and self-fulfillment benefits).

Research limitations/implications

A consideration of the influencing factors of the different customer-engagement-behavior types, including customers’ motives for their engagement with a company, would potentially enhance the findings. Furthermore, a closer investigation of the relationship between socio-demographic characteristics and customer engagement types can also provide deeper insights into the reasons for engaging with a certain firm or brand.

Practical implications

The findings provide managers with information on how to segment customers according to their customer engagement type and associated benefits and thereby enable them to manage customer engagement behaviors more profitably.

Originality/value

The results make a key contribution to the emerging research field of customer engagement by gaining deeper insights into the benefits associated with different customer engagement behaviors. It becomes clear that different customer engagement types aim at receiving various benefits.

Details

Journal of Consumer Marketing, vol. 33 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 23 January 2024

Benjamin Biesinger, Karsten Hadwich and Manfred Bruhn

(Digital) servitization, referring to service-driven strategies and their increasing implementation in manufacturing, is one of the most rapidly growing areas in industrial…

Abstract

Purpose

(Digital) servitization, referring to service-driven strategies and their increasing implementation in manufacturing, is one of the most rapidly growing areas in industrial service research. However, the cultural change involved in successful servitization is a phenomenon that is widely observed but poorly understood. This research aims to clarify the processes of social construction as manufacturers change their organizational culture to transform into industrial service providers.

Design/methodology/approach

This research takes a systematic approach to integrate disparate literature on servitization into a cohesive framework for cultural change, which is purposefully augmented by rationale culled from organizational learning and sensemaking literature.

Findings

The organizational learning framework for cultural change in servitization introduces a dynamic perspective on servitizing organizations by explaining social processes between organizational and member-level cultural properties. It identifies three major cultural orientations toward service, digital and learning that govern successful servitization.

Originality/value

This research contributes to the servitization literature by presenting a new approach to reframe and explore cultural change processes across multiple levels, thus providing a concrete starting point for further research in this area.

Details

Journal of Service Theory and Practice, vol. 34 no. 3
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 1 October 2003

Manfred Bruhn

This paper deals with services provided within an organization, outlining a model to measure internal customer satisfaction and perceptions of internal quality. Adapting the…

3223

Abstract

This paper deals with services provided within an organization, outlining a model to measure internal customer satisfaction and perceptions of internal quality. Adapting the concept of the service profit chain which is used still frequently to illustrate the relationship between external customer satisfaction and economic success, this article proposes that the external service quality can be attained only after internal performance prerequisites have been investigated and optimized. Additionally, it introduces the concept of an internal service barometer, and presents the results of an empirical study to evaluate the relationships between internal service quality, internal customer satisfaction and internal customer retention.

Details

European Journal of Marketing, vol. 37 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 11 May 2015

Manfred Bruhn and Matthias Holzer

The purpose of this paper is to extend sponsorship literature by investigating the role of the fit construct and perceived sponsorship portfolio size for event sponsorship…

4835

Abstract

Purpose

The purpose of this paper is to extend sponsorship literature by investigating the role of the fit construct and perceived sponsorship portfolio size for event sponsorship success. To analyze the sponsor–event fit in more detail, the authors draw on the network perspective and, as a consequence, split the sponsor–event fit into two constructs: the sponsor–artist fit construct and the sponsor–event organizer fit construct. Then, a model is developed and tested that examines the effect of these two constructs and perceived sponsorship portfolio size on sponsorship success.

Design/methodology/approach

The model is tested with data from 330 visitors to two different concerts in Switzerland. Real events with non-student samples are examined. The data are tested using Mplus 6.0 structural equation modeling.

Findings

Results report that the sponsor–artist fit, the sponsor–event organizer fit and perceived sponsorship portfolio size are important drivers of attitude toward the sponsor. Moreover, sponsorships that cause positive attitudes toward the sponsor are found to enhance willingness to pay a price premium and purchase intention.

Practical implications

This paper reveals that it is important for sponsorship managers to correctly consider the fit construct and perceived sponsorship portfolio size for sponsorship success. Additionally, the tested model provides an instrument for measuring sponsorship effectiveness.

Originality/value

The current paper reveals new results by investigating the impact of the sponsor–artist fit and the sponsor–event organizer fit on sponsorship success. Furthermore, the current research paper is the first to analyze the effects of a sponsorship portfolio which is not limited to one sponsorship category on sponsorship success.

Details

European Journal of Marketing, vol. 49 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 29 June 2010

Karsten Hadwich, Dominik Georgi, Sven Tuzovic, Julia Büttner and Manfred Bruhn

Health service quality is an important determinant for health service satisfaction and behavioral intentions. The purpose of this paper is to investigate requirements of e‐health…

2774

Abstract

Purpose

Health service quality is an important determinant for health service satisfaction and behavioral intentions. The purpose of this paper is to investigate requirements of e‐health services and to develop a measurement model to analyze the construct of “perceived e‐health service quality.”

Design/methodology/approach

The paper adapts the C‐OAR‐SE procedure for scale development by Rossiter. The focal aspect is the “physician‐patient relationship” which forms the core dyad in the healthcare service provision. Several in‐depth interviews were conducted in Switzerland; first with six patients (as raters), followed by two experts of the healthcare system (as judges). Based on the results and an extensive literature research, the classification of object and attributes is developed for this model.

Findings

The construct e‐health service quality can be described as an abstract formative object and is operationalized with 13 items: accessibility, competence, information, usability/user friendliness, security, system integration, trust, individualization, empathy, ethical conduct, degree of performance, reliability, and ability to respond.

Research limitations/implications

Limitations include the number of interviews with patients and experts as well as critical issues associated with C‐OAR‐SE. More empirical research is needed to confirm the quality indicators of e‐health services.

Practical implications

Health care providers can utilize the results for the evaluation of their service quality. Practitioners can use the hierarchical structure to measure service quality at different levels. The model provides a diagnostic tool to identify poor and/or excellent performance with regard to the e‐service delivery.

Originality/value

The paper contributes to knowledge with regard to the measurement of e‐health quality and improves the understanding of how customers evaluate the quality of e‐health services.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 4 no. 2
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 8 May 2009

Simon Torp

The purpose of this paper is to show the diversity within integrated communication and to demonstrate how its scope has been broadened to include virtually everything an…

7104

Abstract

Purpose

The purpose of this paper is to show the diversity within integrated communication and to demonstrate how its scope has been broadened to include virtually everything an organization says and does and everyone who is affected by the organization's existence and activities. In the most ambitious interpretations of the concept the integration endeavour extends from the external integration of visual design to the internal integration of the organization's culture and “soul”.

Design/methodology/approach

The paper is based on a critical and thematic reading of the integrated marketing communication (IMC) field. The review covers both theorists and practitioners and those who are in between: theoretical practitioners and practical theorists, since all parties contribute to the creation of the field and the phenomenon that are the object of analysis in this paper. The focus is on semantic and conceptual development in relation to the range and scope of integrated communication.

Findings

The ideal of integration in connection with marketing communication is not new. The analysis shows that the IMC field is marked by great diversity and disagreement. The ideal scope of integration has expanded. An attempt is made to “map” various approaches and perspectives within the IMC field, based on the distinctions between opponents versus advocates and theoretical versus non‐theoretical.

Research limitations/implications

The paper makes the claim that in many interpretations of the concept integrated communication is focused on control. It does not seek to demonstrate how more dialogical perspectives might be developed within the framework of integrated communication.

Originality/value

The focus in this paper is on the semantic and conceptual development in relation to the range and scope of integrated communication. It usefully asks, how far does the organization's effort at integration extend, and how deeply is it supposed to enter the individual's life: what, in short, is the extent of integrated communication's intervention and influence and outreach.

Details

Corporate Communications: An International Journal, vol. 14 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 3 August 2012

Manfred Bruhn, Verena Schoenmueller and Daniela B. Schäfer

The purpose of this paper is to investigate the relative impact of brand communication on brand equity through social media as compared to traditional media. In a juxtaposition of…

72246

Abstract

Purpose

The purpose of this paper is to investigate the relative impact of brand communication on brand equity through social media as compared to traditional media. In a juxtaposition of different industries it aims at: investigating whether both communication instruments have an impact on consumer‐based brand equity; comparing the effect sizes of these two communication instruments; and separating the effects of firm‐created and user‐generated social media communication.

Design/methodology/approach

A total of 393 data sets from three different industries, namely tourism, telecommunications, and pharmaceuticals, were generated using a standardized online‐survey. Structural equation modeling was used in the analysis of the data obtained to investigate the interplay of social media and traditional media in general, as well as in an examination of industry‐specific differences.

Findings

The results of the empirical study show that both traditional communications and social media communications have a significant impact on brand equity. While traditional media has a stronger impact on brand awareness, social media communications strongly influence brand image. Firm‐created social media communication is shown to have an important impact on functional brand image, while user‐generated social media communication exerts a major influence on hedonic brand image. Furthermore, the present study highlights significant differences between the industries under investigation.

Originality/value

The research described in this paper is pioneering in that it juxtaposes the impacts of social media and traditional media on brand equity – a topic of increasing interest to firms in the era of Facebook and Twitter but so far largely uninvestigated. Moreover, the differentiation between firm‐created and user‐generated social media communication, which is gaining increasingly in importance, as companies see their brand marketing power devolve to the consumer through social media platforms, offers valuable insights to marketing practitioners and academics.

Details

Management Research Review, vol. 35 no. 9
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 31 December 2003

Barbara Baerns

Ostensibly, it is a plausible assumption that advertisements receive greater attention when disguised as editorial content. This assumption does not, however, stand the test of…

1346

Abstract

Ostensibly, it is a plausible assumption that advertisements receive greater attention when disguised as editorial content. This assumption does not, however, stand the test of empirical validation. Nevertheless, editorial advertising tips and product placement have now seemingly become acceptable and the precept of separating advertising and programme content is increasingly being breached, not only in radio and television. In newspapers and magazines, too, the grey area between editorial text and advertising is spreading. This practice willingly tolerates violations of binding legal agreements and professional codes of ethics. This paper discusses the future viability of the principle of separating advertising and programme content in advertising, journalism and public relations.

Details

Journal of Communication Management, vol. 8 no. 1
Type: Research Article
ISSN: 1363-254X

Keywords

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