This study aims to facilitate the understanding of brand building among owners/managers of SMEs by highlighting the relationships among the multidimensionality of brand…
This study aims to facilitate the understanding of brand building among owners/managers of SMEs by highlighting the relationships among the multidimensionality of brand orientation, brand-building behavior and brand identity.
In addressing the research issue, the study uses responses from 158 domesticated SMEs in North Macedonia, afterwards relying on structural equation modeling to test the research propositions.
This study validates brand orientation as a multidimensional term that is underlined by brand artefacts, norms and values. This study also validates the assumptions that brand orientation, brand-building behavior and brand identity are significantly related.
While it is possible that our evidence base is limited to the context studied, the research findings nevertheless contribute primarily to the emergent scholarship on SMEs' brand building.
This study has practical consequences for SMEs' brand building. More specifically, it enriches the understanding of the interrelationships between brand orientation, brand-building behavior and brand identity.
This study provides an advanced perspective of brand orientation as a complex phenomenon and further provides understanding of its relations to brand-building behavior and brand identity of the domesticated SMEs.
This paper aims to present findings of a study that was carried out to identify strategies of enabling learners in developing countries to fully exploit the potential of…
This paper aims to present findings of a study that was carried out to identify strategies of enabling learners in developing countries to fully exploit the potential of learning management systems (LMSs). The study set out to: identify the services of learning management systems that are most needed and desired by university learners in developing countries; and identify appropriate access strategies that would guide design decisions on how to effectively and satisfactorily deliver such services to the university students in developing countries.
A total of 144 students from two African universities participated in the study by responding to an online survey questionnaire. The questionnaire asked students: how often they accessed LMSs to obtain, create and exchange information and knowledge; their preference for the different devices used for accessing the LMS; the LMS services they are most often required to access; and the services they most desire to use.
The findings of the survey indicate that the most desired and most accessed LMS services by the students include: assignments, announcements, resources, course outlines and the chat room. At the same time, mobile phones are rated the least used devices for accessing the LMS services, mainly due to inadequate design of LMSs for mobile interaction.
The paper also presents mobile LMS interface designs and ideas achieved through a participatory design process for enhancing the accessibility of the most needed and desired LMS services on mobile phones.
Using a sense making approach, the purpose of this paper is to examine the role that virtual health communities play as a source of informational and social support for…
Using a sense making approach, the purpose of this paper is to examine the role that virtual health communities play as a source of informational and social support for pregnant diabetic women. The paper helps to understand how women suffering from a critical medical condition (i.e. diabetes during pregnancy and birth) manage a complex health situation.
The data sample consisted of 507 posts collected from a virtual health community for diabetic pregnant women. Data were analysed deductively looking for different expressions of normality and different types of health information about diabetes.
Content analysis revealed four themes that reflect the process that diabetic women go through from their attempts to conceive through pregnancy and birth. The findings show that for women dealing with a chronic illness such as diabetes, the breakdown of normal was the beginning of the pregnancy that prompted a new range of informational and emotional needs. The members of the community negotiated a socially constructed sense of normality and tried to empower other members with a new sense of normal by sharing information about their births. The findings also showed that members of the community disclosed personal health information to elicit medical information, advice and social support from other members.
The study highlighted the significance of sense-making processes in managing complex health situations and the value of virtual communities as sources of information and social support as to resolve discontinuities in the management of their illnesses.