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Article
Publication date: 21 August 2017

Silvia Biraghi and Rossella Chiara Gambetti

Extant branding literature is dominated by a metaphorical view of value co-creation in which the roles of brand actors remain unspecified. To help provide clarity, the…

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Abstract

Purpose

Extant branding literature is dominated by a metaphorical view of value co-creation in which the roles of brand actors remain unspecified. To help provide clarity, the purpose of this paper is to critically appraise how brand professionals understand brand value co-creation and perceive their role in facilitating it, with the aim of questioning its viability in day-to-day brand management practices.

Design/methodology/approach

Building on brand professionals’ reflexivity, the study develops a qualitative methodological glance via semi-structured interviews based on confrontational techniques with a purposive sample of 28 experienced brand decision-makers.

Findings

Brand professionals perceive accessibility, reciprocity and citizenship as the gateways provided by the firm for value co-creation to happen. Despite their enthusiastic rhetorical afflatus in making explicit their viewpoints about how firms can facilitate value co-creation, the current translation into practice of the role of the firm does not seem to be able to overcome the sender-biased approach that still resides in brand management.

Practical implications

To go beyond the limits of rhetorical representations and make brand value facilitation more actionable, the authors provide guidelines on how firms can create and enhance the circumstances for the co-creation of brand value to occur in interactions with consumers and stakeholders.

Originality/value

This study contributes to the critical actionability of the brand value co-creation by elucidating how firms currently perceive their facilitation role. The paper provides strategic recommendations to put co-creation rhetoric into practice by reframing and expanding the scope and the significance of brand management.

Details

Management Decision, vol. 55 no. 7
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 12 March 2019

Bahtiar Mohamad, Bang Nguyen, TC Melewar and Rossella Gambetti

This paper aims to investigate the conceptualisation of corporate communication management (CCM) and its dimensionality from the practitioners’ perspectives. It proposes…

Abstract

Purpose

This paper aims to investigate the conceptualisation of corporate communication management (CCM) and its dimensionality from the practitioners’ perspectives. It proposes to validate an operational definition and dimensions of the CCM construct, which have not been identified in the literature.

Design/methodology/approach

The initial concepts are based on academic literature and followed by 12 face-to-face interviews with corporate communication practitioners and consultants from Malaysia to confirm the practicality of each dimension. QSR Nvivo Version 9.0 software is used to analyse the qualitative data. Then, the data are classified through deductive content analysis based on key words or themes.

Findings

The diverse perspectives are shown from the practitioners and consultants on the dimensionality of CCM. Most of the interviewees suggest that CCM dimensions include corporate advertising, corporate affairs, investor relations and employee communication within the corporate communication and other departments. They also found the public relations and media relations are clearly under corporate communications manager’s supervision. This research confirms the concept of CCM and its dimensionality to operationalise the CCM construct. The CCM dimensions also offer opportunities for further research to develop the measurement scales.

Originality/value

This research contributes to the clarification on the subject matter by developing clear concepts of the CCM and by offering insights about the role of the CCM dimensions, which help managers to more successfully incorporate the CCM dimension into the corporate management strategy. This paper also examines the concept of CCM and confirms its dimensionality, which helps in developing the CCM measurement for further quantitative research.

Details

The Bottom Line, vol. 32 no. 1
Type: Research Article
ISSN: 0888-045X

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Article
Publication date: 12 March 2018

Bahtiar Mohamad, Bang Nguyen, TC Melewar and Rossella Gambetti

This paper aims to provide a degree of clarity on the corporate communication management (CCM) concept, by building a conceptual framework that uncovers its underlying…

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1177

Abstract

Purpose

This paper aims to provide a degree of clarity on the corporate communication management (CCM) concept, by building a conceptual framework that uncovers its underlying antecedents and consequences. Although it is consolidated that corporate communication and information together play an important role in strategic management planning because of the high relevance of managing positive relationships with multiple stakeholder that have a strong impact on corporate survival, extant literature suggests that there have been few empirical studies so far assessing the contribution of CCM to organisational performance.

Design/methodology/approach

The paper is conceptual, and a model is developed as a result of an extensive critical multidisciplinary literature review.

Findings

Findings of this study identify three antecedents of CCM, namely, culture, information and communication technology innovation diffusion and corporate leadership. In addition, the study highlights a potential positive relationship between CCM, financial performance and corporate mission achievement. An integrative conceptual framework and a detailed summary table are presented in the paper.

Originality/value

This study provides a comprehensive critical insight into a growing body of corporate communication and information business literature that offers the basis for a thorough assessment of CCM contribution to organisational performance. By doing so, it advances the body of applicable knowledge of corporate communication meant as a strategic management lever. Moreover, the managerial and policy implications provided in this paper may help corporate communication and information practitioners to identify the key guidelines for the design and implementation of an appropriate CCM programme.

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Article
Publication date: 7 October 2013

Rossella C. Gambetti and Mattia Giovanardi

This study is aimed at revisiting the supply chain (SC) of a company, highlighting how communication supports SC management, emphasising how SC relationship-based…

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1680

Abstract

Purpose

This study is aimed at revisiting the supply chain (SC) of a company, highlighting how communication supports SC management, emphasising how SC relationship-based processes are fostered by communication flows, and exploring how SC performance may be enhanced through coordinated management of interpersonal and internet-mediated communication forms.

Design/methodology/approach

The study follows a two-step qualitative methodological approach encompassing the building of a preliminary conceptual mapping, and preliminary testing, integration and revision of the conceptual mapping.

Findings

The findings highlight communication's primary role in identity management and image building of the SC, and its supporting role enhancing strategic and operational SC processes. Communication seems to act as a “cultural glue”, a “trade-off and compensation”, a “knowledge creation and dissemination”, a “relationship development and maintenance”, and an “alignment and integration” activity along the SC, fostering knowledge, managerial, relational and competitive SC performance dimensions.

Practical implications

The combination of SC and corporate communication academic knowledge with field SC managerial expertise allows the proposal of a preliminary conceptual framework illustrating the potential links among SC processes, communication and SC performance. The study provides also a set of research propositions to guide both future research and managerial practice in communication management along the SC.

Originality/value

This study offers a first exploratory “communicational view” of the SC, which beyond analysing communication in the corporate locus of the typical communication function explores the value of communication that is embedded in manufacturing processes and routines at the basis of corporate performance by developing a cross-functional communication approach.

Details

Corporate Communications: An International Journal, vol. 18 no. 4
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 5 October 2015

Rossella C. Gambetti and Silvia Biraghi

Studies that inquire in-depth into whether the Corporate Communications Officer (CCO) is an entrusted corporate executive and enacts a genuine leadership of his/her own…

Abstract

Purpose

Studies that inquire in-depth into whether the Corporate Communications Officer (CCO) is an entrusted corporate executive and enacts a genuine leadership of his/her own style are generally neglected. The purpose of this paper is to unravel the leadership nature of the CCO beyond the managerial role. More specifically, the authors collected accounts of the span of the professional life and job experiences of CCOs, with the aim of understanding how their leadership, if any, can be depicted.

Design/methodology/approach

The authors developed a qualitative research design to grasp the complexity of the CCO job experience. The authors chose a narrative approach involving a purposive sample of CCOs operating in global companies based in Italy to elicit and nurture their spontaneous reconstruction of the significant moments of their working lives.

Findings

Based on the interpretive analysis, the capability of the CCO to overcome the trap of the formal appointment seems to rely on the organic emergence of a genuine leadership. The turning point between his/her resting on the appointment or becoming a genuine leader is marked by the display of his/her humanistic nature that can be ascribed to the enactment of a conversational leadership.

Originality/value

While this is an exploratory qualitative study, it holds heuristic value in deepening the specific nature of genuine CCO leadership beyond an essentially task-based analysis of its managerial profile.

Details

Corporate Communications: An International Journal, vol. 20 no. 4
Type: Research Article
ISSN: 1356-3289

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Book part
Publication date: 5 February 2018

Abstract

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-78743-907-8

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Book part
Publication date: 5 February 2018

Silvia Biraghi, Rossella C. Gambetti and Stefano Pace

Purpose: This study explores how the interplay between a passionate consumer and his embeddedness in the lively network of a consumer tribe represents a fertile…

Abstract

Purpose: This study explores how the interplay between a passionate consumer and his embeddedness in the lively network of a consumer tribe represents a fertile environment for the emergence of an entrepreneurial venture that is able to combine micro- and macro-level concerns bridging tribe and marketplace needs.

Design/methodology/approach: The research, set within the context of an exemplar consumer’s entrepreneurial project, was conducted following a netnographic methodological approach.

Findings: By fluidly moving from within to outside the tribe in the wider marketplace, the entrepreneur crafts his own new space in the market through a cultural mediation work that effectively combines the affective, immaterial labor characterizing the social glue of the tribe collective ethos with entrepreneurial spirit and sharp marketing and consumer insight abilities. The entrepreneur acts as a resource integrator of traditional firm-driven and emerging consumer-driven marketplace without opposing existing market structures, but rather valorizing them through his intermediation work.

Research limitations: This is a single-case study that, although exemplar, needs to be expanded and consolidated with further empirical evidence.

Originality/value: The study contributes to extant literature on consumer-driven market emergence and new market system dynamics by uncovering the role of consumer entrepreneur as a reconfigurator of the existing market resources.

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Article
Publication date: 25 November 2021

Robert V. Kozinets

Contemporary branding transpires in a complex technological and media environment whose key contextual characteristics remain largely unexplained. The article provides a…

Abstract

Purpose

Contemporary branding transpires in a complex technological and media environment whose key contextual characteristics remain largely unexplained. The article provides a conceptual understanding of the elements of contemporary branding as they take place using networked platforms and explains them as an increasingly important practice that affects customer and manager experience.

Design/methodology/approach

This article draws on a variety of recent sources to synthesize a model that offers a more contextualized, comprehensive and up-to-date understanding of how branding has become and is being altered because of the use of branded service platforms and algorithms.

Findings

Core terminology about technoculture, technocultural fields, platform assemblages, affordances, algorithms and networks of desire set the foundation for a deeper conceptual understanding of the novel elements of algorithmic branding. Algorithmic branding transcended the mere attachment of specific “mythic” qualities to a product or experience and has morphed into the multidimensional process of using media to manage communication. The goal of marketers is now to use engagement practices as well as algorithmic activation, amplification, customization and connectivity to drive consumers deeper into the brand spiral, entangling them in networks of brand-related desire.

Practical implications

The model has a range of important managerial implications for brand management and managerial relations. It promotes a understanding of platform brands as service brands. It underscores and models the interconnected role that consumers, devices and algorithms, as well as technology companies and their own service brands play in corporate branding efforts. It suggests that consumers might unduly trust these service platforms. It points to the growing importance of platforms' service brands and the consequent surrender of branding power to technology companies. And it also provides a range of important ethical and pragmatic questions that curious marketers, researchers and policy-makers may examine.

Originality/value

This model provides a fresh look at the important topic of branding today, updating prior conceptions with a comprehensive and contextually grounded model of service platforms and algorithmic branding.

Details

Journal of Service Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 8 July 2020

Demetris Vrontis, Gianpaolo Basile, Mario Tani and Alkis Thrassou

This paper aims to identify and elucidate the culinary territorial (regional) characteristics that may support the development of stakeholder relations with and…

Abstract

Purpose

This paper aims to identify and elucidate the culinary territorial (regional) characteristics that may support the development of stakeholder relations with and perceptions of a territorial system. It further focuses on these support interactions between destination managers and stakeholders and how online technology can transform them into a word-of-mouth source.

Design/methodology/approach

The authors present a theoretical framework, stemming from a case study of a tour operator and its technological (social media, etc.) dynamics on the relational aspects between destination management and stakeholders. Through a combination of qualitative tools and secondary data analysis, this paper analyzes the interrelationships of authenticity and place-as-brand concept, considered as the set of human characteristics associated with a brand in a “living like” travel experience.

Findings

Culinary tourism is seen as a relevant and significant factor in facilitating interaction between the destination community and its stakeholders, and a meaningful element, which when technologically communicated and enhanced, strengthens both the perception and the brand image of a destination.

Practical implications

Such new technology-enhanced insights into tourists’ experience could be exploited to plan and implement destination management and development strategies in a way that would be expected, accepted and welcomed by stakeholders, including tourists themselves. In this context, this paper presents and prescribes the role of culinary characteristics and stakeholder relationship management to develop new culinary business models and different destination community approaches toward practical implementation at both the individual (business) and the collective (authorities) levels.

Originality/value

The proposed framework fills the gap in the role of culinary tourism resources particularly in those areas where food has no viable certification even if it essentially constitutes a manifestation of traditions.

Details

Journal of Place Management and Development, vol. 14 no. 1
Type: Research Article
ISSN: 1753-8335

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