This study aims to systematize and critically analyse existing indices and frameworks on digital capabilities with the focus on consumers’ digital capabilities, identify…
This study aims to systematize and critically analyse existing indices and frameworks on digital capabilities with the focus on consumers’ digital capabilities, identify opportunities for their further development and suggest agenda for future research.
A sample of 18 frameworks and indices of consumers’ digital capabilities were compared based on their purposes, stakeholders, scope and application areas.
The study concludes with propositions that generalise current views on conceptualisation, measurement and management of consumers’ digital capabilities. Each proposition is further investigated in terms of possible implications for research and practice.
The study indicates opportunities for businesses not only to consider consumers as recipients and adopters of digital technologies but also to aim to understand how to proactively involve consumers in value co-creation, help them be better educated and have a comprehensive understanding of potential outcomes of their participation in the digital economy.
Highlighting individual consumer perspective in existing indices and frameworks will help consider the interests of society and provide win-win opportunities for everyone involved in the digital marketplace through bottom-up engagement in addition to top-down regulation and monitoring.
This study contributes to the extant literature threefold: firstly, existing digital capability frameworks and indices are systematized and critically investigated using criteria of stakeholders, purpose and aims; secondly, consumers are identified as principal stakeholder group whose interests are insufficiently presented in existing indices; thirdly, an integrative approach is suggested for a crucial comparison of existing indices, frameworks and their methodology with the focus on consumers’ interests.
Literature suggests that branding effectiveness measures are present in for-profit sectors but lacks such comprehensive measures for the non-profit sector. Moreover, most…
Literature suggests that branding effectiveness measures are present in for-profit sectors but lacks such comprehensive measures for the non-profit sector. Moreover, most of the branding effectiveness measures are either based on brand image approach or on brand identity approach. The purpose of this paper is, therefore, to propose an integrated branding effectiveness measurement metrics for non-profit organizations (NPOs).
Judgmental and simple random sampling techniques are used for data collection. The final sample comprises 150 respondents including donors, volunteers, beneficiaries and media who were administered interview schedules. Based on the ratings given by the respondents regarding branding effectiveness parameters of the five NPOs of a major city in Northern India, branding effectiveness score of each NPO is computed. The branding measures adopted by NPOs rated high are selected in the proposed brand effectiveness metrics.
The proposed metrics encapsulates brand identity parameters such as management profile, vision, culture, as well as brand image parameters such as brand awareness, brand understanding, brand association of the stakeholders, etc. The metrics also link the two through brand performance parameters.
Multiple hierarchical structures of government infested with bureaucracy and lack of specialized staff with focused approach have reduced the effectiveness of their socio-development programs in emerging economies. This has led to an increase in number, diversity and impact of NPOs that compete for resource generation. Branding is a powerful tool for NPOs not only for resource generation but also for driving the social goals. The branding effectiveness metrics would help NPO managers reinforce the internal identity by increasing the cohesion and the capacity of the organization as well as create a strong brand image by garnering the support of multiple stakeholders through mutual trust thereby creating a greater social impact.
The uniqueness of the study stems from the fact that the proposed branding effectiveness measurement metrics in non-profit environment encapsulates brand image, brand identity and brand performance parameters.