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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

Keywords

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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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1180

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: 24 July 2007

Jong Woo Jun and Hyung‐Seok Lee

The objective of this study is to explore general cross‐cultural differences in corporate visual identity between the USA and Korea, and to apply Trompenaars' specific…

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8167

Abstract

Purpose

The objective of this study is to explore general cross‐cultural differences in corporate visual identity between the USA and Korea, and to apply Trompenaars' specific versus diffuse dimension to brand‐logos and taglines in the two countries.

Design/methodology/approach

A sample of the brand‐logos and taglines from the top 100 companies in each country were content analysed for research objectives.

Findings

The results indicate that Korean brands are generally more diffusive than those in the USA. Specifically, Korean brand‐logos tend to use more abstract and symbolic creative designs than those of the US, and the contents of Korean brand taglines contain more additional values than those in the USA.

Research limitations/implications

The findings suggest the explanation power of new cultural dimensions for academic researchers and the importance of localised corporate identity strategies for international marketers.

Originality/value

Because little is known about the differences between company brand designs across cultures, this study fills a gap in the literature by examining company brand designs and taglines. In addition, this study proved the usability of the newly developed Trompenaars' specific versus diffuse dimension.

Details

International Marketing Review, vol. 24 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Content available
Article
Publication date: 11 December 2020

Pantea Foroudi, Charles Dennis, Dimitris Stylidis and T.C. Melewar

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204

Abstract

Details

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

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Article
Publication date: 18 March 2016

Sylvia Cardinale, Bang Nguyen and TC Melewar

This research explores (1) whether the experience of a winery visit may lead to a customer’s emotional attachment to the place where the winery is located and (2) whether…

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2755

Abstract

Purpose

This research explores (1) whether the experience of a winery visit may lead to a customer’s emotional attachment to the place where the winery is located and (2) whether this can lead to the establishment of long lasting relationships and loyalty to the place. The context of the study is the wine region of Friuli Colli Orientali in the North East of Italy.

Design/methodology/approach

Using a mixed-method approach, data from across the zone of Friuli Colli Orientali were obtained through a combination of interviews and a questionnaire survey. With responses from 10 wine buyers in a series of interviews and 210 usable questionnaires, the authors test the study’s hypotheses to investigate the behaviors of wine clients.

Findings

Findings show that a positive winery experience – consisting of relaxing, educational, entertaining, aesthetical and well-served tasting of good products - in a winery, develop both emotional attachment and subsequent loyalty to the place in which the winery is located.

Practical implications

For marketers, it is necessary to have a positive overall experience with a place-based brand. Providing customers with the above positive experiences make them feel attached to the place in which the winery is located and make them desire to return and become loyal visitors of the area. The wineries, providing positive experiences, should make all customers feel at home, attached and should encourage them to visit the zone again. Repeated visits will increase place attachment and subsequently, place loyalty. It is also necessary to gain new customers. The study shows that if the current clients are satisfied, they will spread positive WOM, encouraging other travellers to visit the place-based brand.

Originality/value

Several contributions have been made to the literatures. First, the study identified place-based brand experience (PBBE) dimensions in a winery visit. Second, the study provided information to clarify the relationships between place-based brand experience, brand attachment and brand loyalty in a framework. Finally, the study demonstrated that place-based brand experience lead to place attachment and place loyalty in a new context.

Details

Marketing Intelligence & Planning, vol. 34 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 5 June 2007

Melanie Andrews and Daekwan Kim

This study explores factors influencing the revitalisation of a multinational brand that is perceived negatively by local consumers because of various reasons such as past…

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7582

Abstract

Purpose

This study explores factors influencing the revitalisation of a multinational brand that is perceived negatively by local consumers because of various reasons such as past poor quality or negative publicity.

Design/methodology/approach

This study conceptualises brand revitalisation as a second order construct, arguing that brand revitalisation is comprised of improved brand image, brand associations, and brand attitudes. Innovative product improvements, warranty programs, third‐party appraisals, and advertising communications are hypothesised to play a role in revitalising multinational brands plagued by negative perceptions. In addition, the moderating effect of the management's local market knowledge is tested on several proposed relationships.

Findings

According to the results, international brand revitalisation is positively influenced by innovative product improvements, warranty programs, and advertising communications.

Practical implications

While overall brand perceptions play an important role in influencing consumer decisions, understanding what improves the consumer's perception of multinational brands is of vital importance to marketers. The empirical results suggest that product innovations, warranty programs, third‐party appraisals, and advertising communications all help revitalise a firm's damaged brand in international markets. These findings offer multiple strategic implications to managers for their multinational brand revitalisation/management.

Originality/value

The value of this research lies in its goal to go beyond the general brand recovery guidelines suggested in the literature and to offer potential marketing strategies that could actually motivate the consumer to change his or her negative opinion about a multinational brand. This is one of the first empirical studies on multinational brand revitalisation.

Details

International Marketing Review, vol. 24 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

Content available
Article
Publication date: 7 September 2015

TC Melewar, Bang Nguyen and Bill Merrilees

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504

Abstract

Details

Asia-Pacific Journal of Business Administration, vol. 7 no. 3
Type: Research Article
ISSN: 1757-4323

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Article
Publication date: 13 June 2016

Sharifah Faridah Syed Alwi, Bang Nguyen, TC Melewar, Yeat Hui Loh and Martin Liu

The purpose of this paper is to explore brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers’ brand…

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6379

Abstract

Purpose

The purpose of this paper is to explore brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers’ brand loyalty and their long-term commitment. The aim is to provide a more comprehensive framework of the buyer’s behavioral response in the business-to-business context by integrating both trust elements and industrial brand attributes (brand performance and industrial brand image). In addition, the study explores the mediation effects of trust and brand attributes on industrial buyers’ responses such as loyalty and long-term commitment.

Design/methodology/approach

Using a survey approach, the study includes respondents working in the heating, ventilating and air-conditioning (HVAC) industry in Malaysia, and data are collected in the industrial air-conditioning segment. The research model was tested with SEM.

Findings

Findings show that brand performance and industrial brand image directly affect brand trust but with different effects on buyers’ commitment and loyalty. Interestingly, industrial brand image only mediates the responses via brand trust, while brand performance has a direct effect. Thus, both brand performance and industrial brand image build buyer trust. But in this context, it is brand performance rather than industrial brand image that influences long-term commitment and loyalty. The study concludes that in the HVAC industry, brand performance, industrial brand image, buyer trust, industrial loyalty and commitment build brand equity.

Originality/value

Significant research reveals that, in business-to-business contexts, brand equity depends on the supplier’s brand trust and attributes of the brand such as brand image and brand performance. While useful in guiding a supplier’s or industry’s brand strategy, the study of both brand trust and brand attributes has led to only a partial explanation of the supplier’s or industry’s brand equity. The present research explores industrial brand equity, focussing on tangible assets (performance) and intangible assets (brand image), and their joint consequences.

Details

Industrial Management & Data Systems, vol. 116 no. 5
Type: Research Article
ISSN: 0263-5577

Keywords

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Article
Publication date: 24 July 2007

Narelle Pittard, Michael Ewing and Colin Jevons

The purpose of this study is to investigate reactions to the divine proportion (a ratio of 1: 1.618) in logo design across different cultures.

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9875

Abstract

Purpose

The purpose of this study is to investigate reactions to the divine proportion (a ratio of 1: 1.618) in logo design across different cultures.

Design/methodology/approach

The approach is a survey in three different countries: Australia, Singapore and South Africa.

Findings

Results showed there is universal preference for the divine proportion across cultures. Logos based on forms found in nature that were expressed in the divine proportion were most preferred, but for artificially constructed logos, a 1:1 ratio was preferred.

Research limitations/implications

A limited set of ratios were considered. Further research could investigate different ratios and different logos.

Practical implications

International brand managers should commission designs that use natural forms based on the divine proportion. Different national cultures react similarly to logo designs, in contrast to many other fields of business where strong cultural differences exist.

Originality/value

This paper is the first exploration of responses to the divine proportion in logo design across cultures.

Details

International Marketing Review, vol. 24 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 5 June 2007

Bernard Cova, Stefano Pace and David J. Park

The “brand community” concept believes that the meaning of the brand transcends national boundaries. However, such an assumption presents challenges arising out of several…

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6962

Abstract

Purpose

The “brand community” concept believes that the meaning of the brand transcends national boundaries. However, such an assumption presents challenges arising out of several reasons including co‐existence of sub‐tribes within a given brand community that allocate different meanings to a particular brand. This plurality of meanings seems exacerbated for global brands where meanings are shaped by tremendously varying cultures. Aims to address the issues.

Design/methodology/approach

This text relies on a comparative study of the meanings attributed to one particular global brand, Warhammer, by the members of its brand community in France and the USA.

Findings

Findings highlight the elements of homogeneity and heterogeneity that reside in the cross‐border meanings of the brand. The authors also discuss the marketplace relevance arising out of this plurality that should be taken into account by global marketers.

Originality/value

The present text argues that community attached to a global brand constitutes a complex phenomenon, one that both integrates and ignores geographical considerations.

Details

International Marketing Review, vol. 24 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

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