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Book part
Publication date: 9 August 2018

Nikolina Koporcic, Maria Ivanova-Gongne, Anna-Greta Nyström and Jan-Åke Törnroos

In markets that are increasingly competitive, building strong business-to-business (B2B) brands is a key success factor. With this in mind, the first chapter of the book…

Abstract

In markets that are increasingly competitive, building strong business-to-business (B2B) brands is a key success factor. With this in mind, the first chapter of the book presents the current research on B2B branding and discusses the main topics of the book by presenting internal branding, external branding, and the contemporary perspectives on B2B branding. After a review of these topics, the chapter analyses each of the following chapters by presenting their short introductions.

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Developing Insights on Branding in the B2B Context
Type: Book
ISBN: 978-1-78756-276-9

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Book part
Publication date: 9 August 2018

Anna-Greta Nyström, Jan-Åke Törnroos, Nikolina Koporcic and Maria Ivanova-Gongne

This final chapter of the book provides an up-to-date overview of research on B2B branding. The chapter discusses the current academic endeavors and propositions from…

Abstract

This final chapter of the book provides an up-to-date overview of research on B2B branding. The chapter discusses the current academic endeavors and propositions from researchers in the field, while focusing on the discipline of B2B marketing. It furthermore elaborates on the importance of brands and branding for decision-making processes by discussing the role of B2B buyers and sellers. Additionally, branding as part of marketing has been reviewed from its historical background and the first attempts to develop its conceptual background. The chapter then focuses on business buyers and their main characteristics with regard to brand relevance. Finally, the key challenges of developing a strong B2B brand are presented and discussed, after which future research avenues and upcoming trends within the B2B branding context are considered. Digitalization and the digital context are identified as important areas to know in the future, as they are increasingly becoming important stages for marketing activities within the B2B domain. The digital context is a specific platform to explore further. In addition, the intangible aspects of B2B branding that are still unknown to many managers and academics, such as emotions in situations of interaction and sales are explored. From a thematic point of view, sustainability issues will become increasingly important to handle in organizations, which will put pressure on B2B marketers, as sustainability can be communicated through the corporate brand and related branding efforts.

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Developing Insights on Branding in the B2B Context
Type: Book
ISBN: 978-1-78756-276-9

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Understanding Interactive Network Branding in SME Firms
Type: Book
ISBN: 978-1-78973-977-0

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Article
Publication date: 9 August 2011

Saila Saraniemi

The purpose of this paper is to provide a detailed description of the various activities and processes undertaken by a particular national tourism organization (NTO) in…

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Abstract

Purpose

The purpose of this paper is to provide a detailed description of the various activities and processes undertaken by a particular national tourism organization (NTO) in carrying out its goal of developing a destination brand.

Design/methodology/approach

A single qualitative case study is primarily employed, though the study draws on data from multiple sources of information.

Findings

The study affirms the co‐creation and stakeholder viewpoints from having modeled the branding process and outlining the complex interaction of destination‐branding activities in the country‐level context. The study provides a critical discussion of the different approaches to branding, and the adoption of branding philosophies, in the destination context.

Research limitations/implications

Though this paper is based on a single country case study, it provides a strong and empirically grounded framework for identifying, in‐depth, several key destination branding processes and activities in great detail.

Originality/value

The co‐creation view of brands and branding is a neglected area in destination‐branding literature. Destination‐branding research, in particular, lacks grounded models that profoundly describe branding activities. This study contributes to the lack of empirically grounded knowledge of destination branding.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 5 no. 3
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 1 October 1995

Joseph Arthur Rooney

Branding is an effective marketing strategy tool that has been usedwith frequent success in the past. Today, branding is experiencing a newpopularity resulting from new…

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26490

Abstract

Branding is an effective marketing strategy tool that has been used with frequent success in the past. Today, branding is experiencing a new popularity resulting from new, innovative applications. Although there have been instances where branding has been less than successful, marketers are beginning to find the appropriate applications in a given setting. Issues and problems concerning branding strategy today include the selection of a brand name. This fundamental issue will impact on the success of a branding strategy. Once a name is selected, marketers have to choose the advertising strategy to support and communicate the name. Finally, keeping the brand in a strong position is a critical concern. New areas of branding include corporate, industrial, and service branding. These nontraditional branding environments are becoming the future for marketers using branding strategy. To add to the new branding areas, there are new branding techniques. These techniques include brand extensions and ingredient branding. New strategies, techniques, and arenas for branding have to be managed. The organization must support and identify with the strategy. The goals, objectives, and mission of any organization should be in line with the branding strategy employed.

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Journal of Product & Brand Management, vol. 4 no. 4
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 9 August 2021

Zahra Sharifzadeh, Natasha T. Brison and Gregg Bennett

This study investigates the personal branding strategies utilized by Iranian professional athletes. It also examines the challenges these athletes face in attempting to…

Abstract

Purpose

This study investigates the personal branding strategies utilized by Iranian professional athletes. It also examines the challenges these athletes face in attempting to create a personal brand. For example, unlike their global counterparts, Iranian athletes’ access to social media is limited to only Instagram, due to a ban in Iran on the use of Facebook and Twitter. This specific situation provides unique opportunities and interactions in the personal branding process.

Design/methodology/approach

Utilizing a criterion purposive sample of Iranian professional athletes, the authors conducted in-depth, semi-structured interviews to understand the branding strategies and challenges of these athletes.

Findings

Two categories (branding strategies and cultural/societal challenges), along with Six themes emerged. The categories were derived based on the literature review and the subsequent research questions.

Originality/value

This paper provides valuable information on challenges and opportunities for athletes' personal branding from international perspectives. Also, the results of the study broaden our understanding of how athletes' personal branding can function in different countries and contexts. Findings will provide governing bodies and sport marketers have a better understanding of athletes' social media usage.

Details

Sport, Business and Management: An International Journal, vol. 11 no. 5
Type: Research Article
ISSN: 2042-678X

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Article
Publication date: 26 August 2021

Shubhangi Bharadwaj, Nawab Ali Khan and Mohammad Yameen

This paper aims to extend employer branding research by investigating the role of job satisfaction and organizational identification as predictors of employee retention…

Abstract

Purpose

This paper aims to extend employer branding research by investigating the role of job satisfaction and organizational identification as predictors of employee retention, and their mediating role between employer branding and employee retention.

Design/methodology/approach

A cross-sectional survey is utilized to gather data from 352 employees working in top Indian IT organizations. Hypotheses were tested and analyzed utilizing SPSS PROCESS Macro.

Findings

The results reveal that employer branding is positively related to job satisfaction, organizational identification and employee retention. The analysis provides support for the mediating effects on employee retention of employer branding through job satisfaction and organizational identification. In addition, results also provide support for the serial mediation model, where employer branding was found to influence employee retention via job satisfaction and organizational identification in a sequential manner. The findings connote that the enhanced positive identity of satisfied employees suppresses the intention to leave among IT professionals.

Practical implications

The findings suggest that an employer branding strategy with a unique set of attributes can provide a competitive advantage to employers in terms of high retention levels. The findings also highlight the fact that the importance of employer branding strategy should not be merely confined to the issue of retention as it can also play a vital role in enhancing job satisfaction and employees' identification level. Hence, managers are required to devise an employer branding strategy with a long-term intent that focuses on gaining a competitive advantage and aiming to improve relationships with employees.

Originality/value

The researchers have enriched social identity and social exchange theory as a theoretical paradigm, examining antecedents of employee retention. The study has extended the foregoing direct or simple mediation models by integrating social identity theory and job satisfaction in a sequential mediation model.

Details

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

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Content available
Article
Publication date: 21 August 2021

Laura Caprioli, Mia Larson, Richard Ek and Can-Seng Ooi

This paper aims to focus on the re-presentation of the cultural phenomena hygge in Denmark and fika in Sweden in destination branding and address the inevitability of…

Abstract

Purpose

This paper aims to focus on the re-presentation of the cultural phenomena hygge in Denmark and fika in Sweden in destination branding and address the inevitability of their essentialization through the branding process.

Design/methodology/approach

Three relevant semi-structured interviews with destination marketing organisation’s employees were conducted, as well as a content-based analysis of three social media channels (Facebook, Twitter, Instagram). A total of 465 posts in total were analysed (140 Facebook posts, 109 Twitter posts, 216 Instagram posts).

Findings

This study demonstrates how, when communicated through social media, intangible cultural assets are transformed into tangible elements. It explains why the re-presentation and place branding processes necessarily simplify and essentialize the destination.

Originality/value

Destination branding scholars have traditionally criticised the flattening and essentialization of culture in destination branding and have called for a more nuanced approach to presenting a destination. This paper situates destination branding as a process that necessitates the manipulation of the presentation of the destination, which inevitably essentializes the place; this is intended. Critical destination branding researchers need to rethink their criticisms and acknowledge the inherent essentialization goal of destination branding.

Details

Journal of Place Management and Development, vol. 14 no. 3
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 19 August 2021

Duarte Pimentel, Pedro Almeida, Pedro Marques-Quinteiro and Marta Sousa

The purpose of this paper is to assess differences between employees of family and non-family firms regarding their perceptions of employer branding and psychological…

Abstract

Purpose

The purpose of this paper is to assess differences between employees of family and non-family firms regarding their perceptions of employer branding and psychological contract levels. Moreover, focusing on family firms, the authors assess the relation between the employees’ perceptions of employer branding and the psychological contract levels.

Design/methodology/approach

The empirical evidence is provided by a sample of 165 Portuguese employees, 76 employees of family firms and 89 non-family firms’ employees, who responded to a questionnaire that included employer branding and psychological contract measures. All respondents study in small and medium-sized private companies.

Findings

The results confirmed the research hypotheses, suggesting that employees of family companies show higher perceptions of employer branding and psychological contract levels than employees of non-family companies. Results also reveal that the perceptions of employer branding are positively related to the psychological contract levels of the family firm’s employees.

Originality/value

This paper aims to contribute to the literature by addressing two contemporary organizational aspects yet under-addressed in the comparison between family and non-family firms while pursuing to offer insights on the relationship between the perceptions of employer branding and levels of the psychological contract of employees working in family firms.

Objetivo

O objetivo deste artigo é avaliar diferenças entre colaboradores de empresas familiares e não familiares no que respeita às suas perceções das práticas de employer branding e níveis de contrato psicológico. Além disso, com foco nas empresas familiares, foi avaliada a relação entre as perceções de employer branding dos colaboradores e os níveis de contrato psicológico.

Design/metodologia/abordagem

A evidência empírica é baseada numa amostra de 165 trabalhadores portugueses, 76 colaboradores de empresas familiares e 89 de empresas não familiares. Os participantes responderam a um questionário que avaliou as perceções sobre as práticas de employer branding e os níveis de contrato psicológico. Todos os respondentes trabalham em empresas privadas de pequena e média dimensão.

Resultados

Os resultados confirmaram as hipóteses de investigação, sugerindo que os colaboradores de empresas familiares apresentam perceções de employer branding e níveis de contrato psicológico mais elevados do que os colaboradores de empresas não familiares. Os resultados revelaram ainda que as perceções de employer branding estão positivamente relacionadas com os níveis de contrato psicológico dos colaboradores de empresas familiares.

Originalidade/valor

Este artigo tem como objetivo contribuir para a literatura ao abordar dois aspetos organizacionais contemporâneos ainda pouco estudados na comparação entre empresas familiares e não familiares. Procurando, ainda, que oferecer insights sobre a relação entre as perceções de employer branding e os níveis de contrato psicológico dos colaboradores de empresas familiares.

Propósito

El propósito de este artículo científico es evaluar las diferencias entre los empleados de empresas familiares y no familiares, con respecto a sus percepciones de las prácticas de employer branding y los niveles de contrato psicológico. Además, centrándonos en las empresas familiares, evaluamos la relación entre las percepciones de los empleados sobre las prácticas de employer branding y los niveles de contrato psicológico.

Diseño/metodología/enfoque

La muestra de esta pesquisa incluye 165 empleados portugueses, de los cuales 76 son empleados de empresas familiares y 89 son empleados de empresas no familiares. Los participantes respondieron a un cuestionario que evaluaba sus percepciones de las prácticas de employer branding y los niveles de contrato psicológico. Todos los encuestados trabajan en pequeñas y medianas empresas privadas.

Hallazgos

Los resultados confirmaron las hipótesis de la investigación. Los empleados de empresas familiares muestran una mayor percepción de las prácticas de employer branding y los niveles de contrato psicológico que los empleados de empresas no familiares. Los resultados también revelan que las percepciones de las prácticas de employer branding están relacionadas positivamente con los niveles de contrato psicológico de los empleados de las empresas familiares.

Originalidad/valor

Este artículo tiene como objetivo contribuir a la literatura abordando dos aspectos organizativos contemporáneos, aún poco abordados en la comparación entre empresas familiares y no familiares. Al mismo tiempo, este artículo busca ofrecer ideas sobre la relación entre las prácticas de employer branding y los niveles de contrato psicológico de los empleados que trabajan en empresas familiares.

Details

Management Research: Journal of the Iberoamerican Academy of Management, vol. 19 no. 3/4
Type: Research Article
ISSN: 1536-5433

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Article
Publication date: 4 October 2019

Serhiy Shtovba, Olena Shtovba and Lyubov Filatova

The purpose of this paper is to identify leaders and trends in branding research studies, undertaken during 2000-2019. Identification was made in the following categories…

Abstract

Purpose

The purpose of this paper is to identify leaders and trends in branding research studies, undertaken during 2000-2019. Identification was made in the following categories: most popular subjects; most productive countries; most productive institutions; most productive scholars; most productive sources; most cited publications and most cited scholars.

Design/methodology/approach

Bibliometric analysis based on data from Scopus and Dimensions.

Findings

The majority of branding publications belong to business and management. The interest toward this research field, however, declines mostly in favor of cultural studies, psychology, sociology, etc. The majority of publications on branding are concentrated in the USA, UK and Australia. Griffith University has become a leader in the number of branding publications within 2000-2019. T C Melewar is a leader by the number of branding publications among scholars. Journal of Brand Management has been a leader among sources. Journal of Marketing is a leader by the number of the most cited papers.

Research limitations/implications

The authors analyze the automatically formed results on search query without human meddling.

Originality/value

For the first time, bibliometric analysis was carried out simultaneously upon the two bases – Scopus and Dimensions.

Details

The Bottom Line, vol. 33 no. 1
Type: Research Article
ISSN: 0888-045X

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