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Article
Publication date: 24 June 2021

Alkis Thrassou, Hela Chebbi and Naziyet Uzunboylu

This article calls for a multi-perspective innovative strategic outlook to examine the matter across its varied managerial and marketing functions and across geographic regions…

Abstract

Purpose

This article calls for a multi-perspective innovative strategic outlook to examine the matter across its varied managerial and marketing functions and across geographic regions and organizational types.

Design/methodology/approach

Traversing the typological and geographic spectrum of businesses, one observes an incessantly changing environment, characterized by constant shape-shifting of all macro- and micro-environmental forces. Amidst this ultra-competitive new setting, organizations globally are struggling to evolve in a manner that befits their individual and collective contextual developments. Irrevocably, time-honored strategies and tactics, appear decreasingly capable to deliver the means to increasingly obscure effects, thus, creating a visible gap in extant theoretical knowledge and a definite need for effective contemporary practices. Inescapably, organizations have begun to abandon the habitual road of conventional strategic practices to adopt innovative means to often innovative ends, urged also by the pandemic condition of 2020+.

Findings

It endeavors to implicitly define and communicate a changing organizational spirit and philosophy, infused with innovativeness, and which transcends the limitations of tangible functionality to embrace strategic, managerial and marketing notions pertaining to the wider business environment shifts and developments.

Originality/value

This article endeavors to implicitly define and communicate a changing organizational spirit and philosophy that transcends the limitations of tangible functionality to embrace strategic management and marketing notions pertaining to the wider business environment shifts and developments.

Details

EuroMed Journal of Business, vol. 16 no. 3
Type: Research Article
ISSN: 1450-2194

Keywords

Article
Publication date: 16 February 2023

Jilan Abdalmajid, Ioanna Papasolomou, Demetris Vrontis, Yioula Melanthiou, Alkis Thrassou and Naziyet Uzunboylu

Literature on nation branding is heterogeneous and varies significantly, not only in terminological terms but also in theoretical approaches and practical application. This paper…

Abstract

Purpose

Literature on nation branding is heterogeneous and varies significantly, not only in terminological terms but also in theoretical approaches and practical application. This paper aims to conduct an extensive exploratory study that empirically develops a comprehensive nation brand framework for Palestine, with international applications as well.

Design/methodology/approach

Initially, a conceptual framework for developing a nation brand is theoretically designed. Subsequently, through a methodologically deductive–inductive approach and qualitative means, it tests, adapts and refines the framework based on empirical data collected from key stakeholders, such as government officials, politicians, business people and academics.

Findings

The theoretical part of the research uncovers the extant key models and core concepts, and it identifies several gaps, with the more prominent one being the lack of an integrated and widely adopted framework for developing a nation brand. The research, thus, conclusively builds a holistic strategic framework towards a distinct nation brand for Palestine, with generic/international application and value, also presenting the practical implications of the findings and identifying avenues for further research.

Originality/value

There are varying extant perspectives on the topic, with these different views often reflecting scholars’ and stakeholders’ methodological approaches, perspectives and even deeper ontological beliefs and convictions. This paper is original consequent to its multi-perspective approach, the strength of its theoretical foundation, the extent and methodological approach of its empirical research, the uniqueness of its focus and the comprehensiveness of the framework developed that can also be used as the conceptual cornerstone for testing in other nations branding studies as well.

Details

Journal of Asia Business Studies, vol. 17 no. 5
Type: Research Article
ISSN: 1558-7894

Keywords

Article
Publication date: 5 February 2020

Naziyet Uzunboylu, Yioula Melanthiou and Ioanna Papasolomou

It has been suggested that brands and products often assume a role in selfies (Ham, 2014) where the expression of brands and products provokes consumer emotions that bring about…

1042

Abstract

Purpose

It has been suggested that brands and products often assume a role in selfies (Ham, 2014) where the expression of brands and products provokes consumer emotions that bring about greater engagement (Tsai and Men, 2013) and contributes to the interactivity with the brands. This study aims to understand how the selfie phenomenon could mobilize the interactivity between brands and target audiences, in a way that could be used as a marketing tool by companies.

Design/methodology/approach

A netnographic research methodology was used for the current study because it is a method specifically designed to study online communities (Kozinets, 2010). The experiences of brand selfie postings on Instagram were studied by analyzing users’ selfies to predict brand usage. A purposive sample of Instagram users was chosen, and from these, a total of 74 brand selfies were analyzed.

Findings

This study provided an understanding of consumer behavior and marketing practices in the social marketplace through a detailed exploration of the data using visual and textual analysis. The main finding of this study is that consumers both consume and produce brand meanings in digital platforms; hence, companies should view them not only as passive receivers of messages, but also potential generators and co-creators of brand messages.

Research limitations/implications

An important limitation of this study is that it only examines a small number of cases, and conclusions can only be limited to the specific sample chosen. A future research endeavor could of course be carried out to include a larger sample audience for investigating the effect of brand selfies and the potential purchase decisions of peers following exposure. Theoretically, this study provided further insight into the selfie phenomenon and specifically as a marketing tool and not just a new social trend.

Originality/value

The growing trend in the selfie phenomenon along with social networking sites (hereinafter SNSs) have attracted the attention of both users and marketing experts in terms of consumer–brand relationship (Zhu and Chen, 2015). In line with this current trend, many studies have attempted to understand the influential impact of the selfie phenomenon through SNSs. Studies on the motivation of selfie postings (Pounders et al., 2016) and selfie-posting behavior on SNSs (Kim et al., 2016) have been carried out; however, how brand selfies posted on SNSs appeal to non-users and how they interact with them remain unclear. Consequently, the intention of the current study is to provide some insight in this area.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

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