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Article
Publication date: 27 July 2021

Majid Mohammad Shafiee, Pantea Foroudi and Reihaneh Alsadat Tabaeeian

This paper aims to investigate the impact of memorable destination experience and destination attractiveness on tourist-destination identification and destination love. It…

Abstract

Purpose

This paper aims to investigate the impact of memorable destination experience and destination attractiveness on tourist-destination identification and destination love. It also investigates the moderating role of gender.

Design/methodology/approach

Using the cluster sampling method, the study selected cities of a developing country with the most popular destinations. A questionnaire survey was used to collect data from a sample of foreign and domestic tourists. To test the research model, a covariance-based structural equation modelling approach was adopted.

Findings

According to the results, destination attractiveness and memorable experience had a positive effect on tourist-destination identification. Similarly, tourist-destination identification positively influenced destination love. In addition, destination love impacts the intention to revisit and word-of-mouth. Finally, the results indicate that gender moderates some of these relationships.

Originality/value

Understanding what items can create strong bonds between destination and tourist is of great importance. By providing a validated conceptual model that traces the relationship between memorable experience, destination attractiveness and tourist-destination identification through cognitive, affective and evaluative dimensions, this study attempts to answer prior calls for examination from the viewpoint of tourism scholars.

Details

International Journal of Tourism Cities, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2056-5607

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Article
Publication date: 10 April 2017

Pantea Foroudi, Khalid Hafeez and Mohammad M. Foroudi

This paper aims to examine the impact of corporate logos on corporate image and reputation in creating competitive advantage in the context of Persia and Mexico as…

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1419

Abstract

Purpose

This paper aims to examine the impact of corporate logos on corporate image and reputation in creating competitive advantage in the context of Persia and Mexico as emerging markets. The paper provides an extensive links between corporate logo and its dimension and internal stakeholders’ attitudes towards advertisement, familiarity and recognisability as intermediaries to corporate image and reputation.

Design/methodology/approach

A qualitative exploratory approach was undertaken, comprising 12 face-to-face interviews and 14 skype in-depth interviews with graphic designers, design, communication and marketing consultant in Mexico and Persia based on attribution theory.

Findings

The study posits that the more favorable the name, colour, typeface and design of the company logo, the more favorable the attitude Mexican consumers have towards the corporate logo, corporate image and reputation. However, in comparison for Persia these factors have less effect on customers’ judgment and behaviour, towards the corporate logo, corporate image and reputation. The research findings suggest that the selection of colour in a corporate logo is related to its marketing objectives, cultural values, desired customer relationship levels with the organisation and organisation’s corporate communications.

Originality/value

Corporate logo has received little attention in marketing literature and rarely researched in the context of emerging market. This is the first research of its kind to find the effect of the compound logo in emerging markets of Persia and Mexico. Therefore, this research makes significant contribution towards the corporate visual identity literature by developing of the sphere of influence of the corporate logo and its antecedents and consequences (corporate image and corporate reputation).

Details

Qualitative Market Research: An International Journal, vol. 20 no. 2
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 15 January 2020

Pantea Foroudi, Maria Teresa Cuomo and Mohammad M. Foroudi

Social media as a competitive marketing tool deliver online platforms for retailers to get closer to their consumers/visitors/shoppers through continued interaction. The…

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1177

Abstract

Purpose

Social media as a competitive marketing tool deliver online platforms for retailers to get closer to their consumers/visitors/shoppers through continued interaction. The purpose of this paper is to scrutinize how customer values (functional, social and experimental) enhance satisfaction, loyalty and identification, and how such relationships, in turn, impact users’ continuance interaction intention.

Design/methodology/approach

A mixed-method approach was designed to identify the consumers’ perception toward high-end retailers of worldwide brands. In all, 12 interviews with experts in retailing and a survey among 390 respondents were conducted. Structural equation modeling/AMOS was employed to gain insight into the various relationships and influences.

Findings

To augment users’ continuance interaction intention, the results indicate that retail managers should focus more on customer-based values when they design marketing strategies for brand pages on social media. The findings also provide guidelines for retail marketing and social media managers to generate consumer value in the retail environment via information quality, product-related learning and economic benefits (functional value); interaction, collaboration and social presence (social value); and experiential value (intellectual and effective value).

Originality/value

The paper offers critical managerial contributions by presenting a comprehensive picture of the condition in which a favorable brand social media page could be constructed within a brand to satisfy consumer value and achieve satisfaction, loyalty, identification and continuance interaction intention, all of which are critical objectives for every company. In other words, a clear knowledge of the dimensions of consumer value concepts can assist retail communication managers to improve consumers’/visitors’/shoppers’ intention to continue their interaction in a competitive market. The current study is one of the very few emerging research studies to have examined the relationships between consumers’/visitors’/shoppers’ functional values, social values and experimental values empirically, and to have further explored the relationships between the research constructs.

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Article
Publication date: 10 June 2019

Pantea Foroudi, Mohamma M. Foroudi, Bang Nguyen and Suraksha Gupta

This paper aims to examine corporate logo as an effective means of communication, by synthesizing knowledge from various domains to explore its relationships with…

Abstract

Purpose

This paper aims to examine corporate logo as an effective means of communication, by synthesizing knowledge from various domains to explore its relationships with corporate image and reputation.

Design/methodology/approach

The data were gathered during seven in-depth interviews with UK communication/design consultancy agencies and experts, and four focus-group discussions were conducted with a total of 24 people (17 men and 7 women) to encourage a sufficient level of group interaction and discussion on corporate logo.

Findings

Findings reveal convergence in views concerning fundamental components of corporate logo among managers, employees and consumers. The categorization described herein provides a framework to further develop corporate logo to advance a favorable corporate image and corporate reputation.

Originality/value

Corporate logo has received little attention in marketing literature. This study extends current academic understanding about the role of corporate logo in strengthening the relationship between corporate image and corporate reputation. Therefore, this study makes a significant contribution toward the corporate logo, design and identity literature by developing the sphere of influence of the corporate logo and its antecedents and consequences. Its findings will be valuable for marketing decision-makers and practitioners who are engaged in improving the logo of any company, considering the perceptions of managers, employees and consumers about its reputation and image. Implications exist for marketing scholars, as well as for general and cross-functional managers involved in managing a company’s corporate visual identity, and marketing decision-makers.

Details

Qualitative Market Research: An International Journal, vol. 22 no. 3
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 29 January 2021

Farbod Fakhreddin, Pantea Foroudi and Mehdi Rasouli Ghahroudi

Based on the resource-based view and dynamic capabilities theory, this study aims to examine the complementarity between market orientations and launch proficiency as a…

Abstract

Purpose

Based on the resource-based view and dynamic capabilities theory, this study aims to examine the complementarity between market orientations and launch proficiency as a driver of new product performance.

Design/methodology/approach

In this research, an on-site survey of Iranian, research and development- intensive, manufacturing firms was carried out to examine the proposed hypotheses. Based on the 179 workable survey responses, a covariance-based structural equation modeling was applied to verify the proposed theoretical model.

Findings

The empirical findings reveal that the effects of market orientation or launch proficiency alone are not significant while the complementarity between them significantly influences new product performance. These research outcomes suggest that this complementarity leads to a bidirectional co-specialization relationship in firms, promoting both market intelligence generation processes and product-launch capabilities, and therefore resulting in superior new product performance.

Originality/value

The current characterization of the resource-based theory signifies that strategic resources merely have potential value and actualizing this value needs complementary organizational capabilities. Furthermore, the literature notably lacks empirical findings supporting these complementarities. Therefore, the findings concerning the bidirectional co-specialization between market orientation and launch proficiency not only provide empirical support for the dynamic capabilities theory but also address recent research calls to identify and calibrate the importance of dynamic capabilities for leveraging market orientation on new product performance.

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Article
Publication date: 16 July 2020

Shahzeb Hussain, T.C. Melewar, Constantinos Vasilios Priporas and Pantea Foroudi

This paper aims to use signalling theory to examine the concept of advertising credibility and its effects on brand credibility, brand image, corporate credibility and…

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1172

Abstract

Purpose

This paper aims to use signalling theory to examine the concept of advertising credibility and its effects on brand credibility, brand image, corporate credibility and corporate image.

Design/methodology/approach

A qualitative approach was used. Ten interviews and four focus groups were conducted among participants drawn from the London area. The data was analysed using thematic analysis.

Findings

The findings suggest that advertising credibility is defined using terms like accurate, caring, competent, complete, convincing, ethical, honest, impressive, promising, reliable and warranted. The findings also suggest that advertising credibility has a positive effect on brand credibility, brand image, corporate credibility and corporate image. However, these effects are lower when the brand and corporation have different names than when they have similar names. The dissimilarity of names can also provide some benefit, especially when brands or firms are faced with a crisis. The findings also illustrate that the theoretical model used in this study is valid, and suggest that advertising credibility has positive effects on other constructs.

Originality/value

Advertising credibility has received little attention in the literature. There is also little attention on its effects on other credibility constructs. This study minimises these gaps by conducting qualitative research to explore the effects of advertising credibility on brand credibility, corporate credibility and corporate image.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

Content available
Article
Publication date: 14 October 2020

Charles Dennis, Pantea Foroudi, T.C. Melewar, Philip Kitchen, Yioula Melanthiou and Ioanna Papasolonou

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168

Abstract

Details

Qualitative Market Research: An International Journal, vol. 23 no. 3
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 11 November 2019

Elena Ageeva, T.C. Melewar, Pantea Foroudi and Charles Dennis

This study aims to evaluate the significance of the corporate website favorability notion and examines its factors in developing competitive advantage in the context of…

Abstract

Purpose

This study aims to evaluate the significance of the corporate website favorability notion and examines its factors in developing competitive advantage in the context of retail and service settings in the UK and Russia.

Design/methodology/approach

Based on the attribution, social identity and signaling theories, this study adopted the qualitative exploratory approach by conducting 14 interviews with retail experts and eight focus groups with retail users in the UK and Russia, combined with experts in website design, communication and marketing.

Findings

The study findings indicated that it is crucial to build and maintain a favorable corporate website that reveals the corporate identity as part of the overall company strategy. The study suggests that navigation, visual, information, usability, customization, security, availability, website credibility, customer service, perceived corporate social responsibility and perceived corporate culture are the factors of corporate website favorability that contribute to the company’s competitive advantage. The findings show that consumers from Russia as well as from the UK found the significance of a favorable corporate website (i.e. corporate website favorability), as well as the factors affecting corporate website favorability. However, consumers in the UK are more critical and demanding in the level of expectation of the website overall and put more weight than consumers from Russia on the perceived corporate social responsibility, perceived corporate culture, customer service and website credibility.

Practical implications

Corporate website favorability should be adopted by the companies, as part of the overall corporate identity management. Furthermore, it is advised to take into consideration the variations in the level of importance of the factors of corporate website favorability in different countries. The findings of this study suggest that this investigation will make a considerable managerial contribution to the understanding of a company’s decision-makers, communication professionals and website specialists about the building of a favorable corporate website in line with corporate identity strategy of the company.

Originality/value

There has been little systematic study of the effect of corporate websites on consumer evaluations of the websites; also, there is a lack of research with regard to the factors that contribute to the development of a favorable corporate website (i.e. corporate website favorability). This is the first study of its kind to find the effect of corporate website favorability in Russia, representing a non-western country, and the UK, representing a western country. Therefore, it contributes to the corporate visual identity literature by presenting the corporate website favorability construct and demonstrating the factors that influence corporate website favorability.

Content available
Article
Publication date: 10 April 2017

Pantea Foroudi, Keith Dinnie, Philip J. Kitchen, T. C. Melewar and Mohammad M. Foroudi

This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and…

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9128

Abstract

Purpose

This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically test a number of hypotheses related to the constructs of these antecedents and consequences.

Design/methodology/approach

A model of the IMC antecedents and consequences of planned brand identity was tested in a survey conducted among stakeholders in two London-based universities. Structural equation modelling (SEM) was applied to gain insight into the various influences and relationships.

Findings

The study identifies and confirms key constructs in planned brand identity. IMC antecedents of planned brand identity, such as brand elements, service attributes, public relations and place/country of origin, were found to positively influence the planned brand identity consequences of awareness, image and reputation. However, websites, social media, advertising and direct marketing were not found to have significant influence.

Research limitations/implications

The focus on two UK universities limits the generalisability of the findings. Future research should be conducted in other country settings to test the relationships identified in the present study. Also, future research may build on the study’s findings by investigating the attitudinal and behavioural consequences of brand identification in the higher education context.

Practical implications

Professionals responsible for universities’ promotional and branding activities need to evaluate the relative contributions of the IMC antecedents of planned brand identity. Brand elements such as design, colour and name, for example, should be reviewed to determine whether modifications are required in different international markets. The increasing prevalence of social media, one of the key antecedents of brand awareness, offers opportunities for universities to engage in brand co-creation by interacting with past, present and future students on relevant digital platforms. Finally, the place/country-of-origin cue is of particular relevance to institutions of higher education given the increasing numbers of students at both undergraduate and postgraduate levels who are choosing to study abroad (Melewar and Akel, 2005). The attraction of the UK as a country to study in, or the appeal of individual cities such as London, should be fully integrated into universities’ IMC strategies.

Originality/value

The study makes two main contributions. First is the theoretical contribution by identifying the core IMC antecedents and consequences of planned brand identity for universities and from this extrapolate key directions for future research. Second it is indicated that a number of managerial implications are designed to assist in the formulation of improved professional practice.

Details

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

Keywords

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Article
Publication date: 13 December 2019

Pantea Foroudi, Maria Teresa Cuomo, Matteo Rossi and Giuseppe Festa

For wine consumers, the country-of-origin effect still exerts significant influence, even though probably differently from what it was earlier, especially for newer…

Abstract

Purpose

For wine consumers, the country-of-origin effect still exerts significant influence, even though probably differently from what it was earlier, especially for newer consumer segments. Among these, millennials represent the most interesting segment of the present and future, even though studies on millennials’ behaviour are insidious and newer consumer segments are emerging (Generation Z). The paper aims to discuss this issue.

Design/methodology/approach

This study focusses on this parameter through a comparative analysis of French and Italian wines – first, on the country-of-origin effect on millennials’ wine preferences, and second, on the possibility of managing this influence by adopting a wine marketing mix based on the innovative 4Es model.

Findings

The outcomes of the experiment on 121 millennials, despite the limitations of the study, highlight interesting changes – compared with the wine consumption behaviours of the past – regarding the country-of-origin effect and the possibility of managing it.

Originality/value

The results confirm, similar to the literature on the 4Es model, the possibility of wide areas of action for wine educational marketing initiatives that can change or enhance the country-of-origin perception.

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

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