Este estudio analiza la percepción de marca usuarios de un centro de fitness premium y uno low-cost. El objetivo es conocer las percepciones sobre variables de interés como la imagen corporativa, ...credibilidad, confianza, reconocimiento, actitudes, intenciones futuras, reputación, congruencia, identificación, calidad, valor y satisfacción. Por otro lado, se pretenden comparar esas percepciones, no solo en función del tipo de centro de fitness, sino también analizar si existen diferencias en función del género, la edad, la frecuencia de asistencia, el tiempo que llevan inscritos o el hecho de haber estado inscritos anteriormente. El número total de participantes en el estudio fue de 325 usuarios, 176 pertenecientes al centro premium y 149 al centro low-cost. Los resultados muestran diferencias entre los dos modelos, en el caso del premium en función de la edad, la frecuencia de asistencia, el tiempo inscrito y el haber estado inscrito antes, y en el caso del centro low-cost en función del tiempo inscrito. Los resultados muestran que se deben tener en cuenta los aspectos sociodemográficos a la hora de analizar la percepción de marca en los centros de fitness, ya que dichos aspectos personales pueden influir en las respuestas a dichas variables. Este tipo de estudios permiten conocer cómo influyen las percepciones relacionadas con la marca, que son modificables y que pueden influir en la satisfacción e intenciones futuras de los usuarios, lo que contribuye a la sostenibilidad del servicio.
Palabras clave: Percepción de marca, centros fitness, sostenibilidad, premium, low-cost.
Abstract. This study analyzes the brand perception of users of a premium and a low-cost fitness center. The objective is to know the perceptions on variables of interest such as corporate image, credibility, trust, recognition, attitudes, future intentions, reputation, congruence, identification, quality, value and satisfaction. On the other hand, the aim is to compare these perceptions, not only according to the type of fitness center, but also to analyze whether there are differences according to gender, age, frequency of attendance, time enrolled, or whether they have been enrolled before. The total number of participants in the study was 325 users, 176 belonging to the premium center and 149 to the low-cost center. The results show differences between the two models, in the case of the premium center according to age, frequency of attendance, time enrolled and previous enrollment, and in the case of the low-cost center according to time enrolled. The results show that sociodemographic aspects should be considered when analyzing brand perception in fitness centers, since these personal aspects can influence the responses to these variables. This type of study provides insights into the influence of brand-related perceptions, which are modifiable and can influence users' satisfaction and future intentions, thus contributing to the sustainability of the service.
Key words: Brand perception, fitness centers, sustainability, premium, low-cost.
This article explores the possibilities of using text-mining technologies in order to determine the image of corporations based on data obtained from Twitter social network. The problem of low ...efficiency of traditional methods of consumer opinion research and the need to develop methods based on unsolicited data has been actualized. Consumer opinion is an indicator of the level of corporate image. Analysis of opinions allows you to develop an effective policy to improve it. The authors have developed a methodology for assessing the corporate image. The article analyzes the work of leading researchers. The features of the use of technologies when working with texts published in Russian have been analyzed. An index of customer (consumer) satisfaction has been developed, which is proposed as a basis for determining the level of corporate image. The obtained results of the study allow to make further adjustments to the corporation’s policy in order to improve its image.
The trend of incorporating assistive conversational agents into people's lives has followed the unprecedented expansion in the usage of artificial intelligence (AI). Amazon, in particular, has been a ...key trendsetter in this area through its Alexa‐powered devices. Alexa is an intelligent personal assistant (IPA) that performs tasks, such as playing music, providing news and information, and controlling smart home appliances. While this IPA is widely utilized, it is especially gaining attention and growing usage by people with special needs. Even though the importance of the utilization of AI by people with special needs has been widely acknowledged in the extant literature, a sizeable gap exists in the marketing literature in relation to the assessment of the managerial and societal implications of IPAs when used by people with special needs. Accordingly, this study aims to examine (a) the stages of relationship development between Alexa and consumers with special needs, and (b) the potential opportunity of this relationship for Amazon in relation to their corporate image. The findings indicate that a relationship between Alexa and consumers with special needs is established as it helps them regain their independence and freedom. This relationship provides an opportunity for Amazon in enhancing its overall image for providing solutions to facilitate the lives of people with special needs.
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BFBNIB, FZAB, GIS, IJS, KILJ, NLZOH, NUK, OILJ, SAZU, SBCE, SBMB, UL, UM, UPUK
The rise of social media is changing how evaluative judgments about organizations are produced and disseminated in the public domain. In this article we discuss how these changes question traditional ...assumptions that research on media reputation rests upon, and we offer an alternative framework that begins to account for how the more active role of audiences, the changing ways in which they express their evaluations, and the increasing heterogeneity and dynamism that characterize media reputation influence the formation of organizational reputations.
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IZUM, KILJ, NUK, PILJ, SAZU, UL, UM, UPUK
Corporate signals, such as corporate image and corporate reputation, are potentially effective tools to alleviate consumer uncertainty about brands in emerging markets and may therefore enhance ...product brand equity. However, most studies targeting the effects of corporate signals are set in developed countries and also fail to compare different emerging markets to explore possible moderators to these relationships. We argue that the perceived uncertainty towards brands differs between emerging markets and that this difference is shaped by the institutional background in the country. This, in turn, influences the effectiveness of corporate signals. Using structural equation modelling, the study analyses large consumer samples from China and India. We discover that corporate image is a more effective signal in China than in India. Moreover, we find that corporate reputation mediates the corporate image – product brand equity relationship in emerging markets. Notably, the importance of the mediation depends on the country setting.
•Corporate reputation mediates the corporate image–product brand equity relationship.•The institutional background of a country shapes the effect of corporate signals.•High uncertainty in emerging markets leads consumers to value corporate signals.•Corporate image has a stronger effect on product brand equity in China than India.•The effect of the corporate reputation mediator differs between India and China.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UL, UM, UPCLJ, UPUK, ZRSKP
How and why are U.S. transnational corporations investing in the lives, educations, and futures of poor, racialized girls and women in the Global South? Is it a solution to ending poverty? Or is it a ...pursuit of economic growth and corporate profit? Drawing on more than a decade of research in the United States and Brazil, this book focuses on how the philanthropic, social responsibility, and business practices of various corporations use a logic of development that positions girls and women as instruments of poverty alleviation and new frontiers for capitalist accumulation. Using the Girl Effect, the philanthropic brand of Nike, Inc., as a central case study, the book examines how these corporations seek to address the problems of gendered poverty and inequality, yet do so using an instrumental logic that shifts the burden of development onto girls and women without transforming the structural conditions that produce poverty. These practices, in turn, enable corporations to expand their legitimacy, authority, and reach while sidestepping contradictions in their business practices that often exacerbate conditions of vulnerability for girls and women. With a keen eye towards justice, author Kathryn Moeller concludes that these corporatized development practices de-politicize girls' and women's demands for fair labor practices and a just global economy.
The purpose of this research is to find clarity about the role of customer value and customer pride as mediation variable on customer relationship engagement with corporate image, by designing and ...forming one research model. The research approach is quantitative, explanatory. The population of this research is the student at 5 best private universities in Surabaya. The sample of research was 250 respondents determined by using non-probability and purposive sampling method. Analytical technique using Structural Equation Model with Amos analysis tool. The results showed that the research model was accepted with the coefficient of determinant (R2) of 80.6%. The research also shows the clarity that: Customer engagement positively affect customer value, customer pride, and positively insignificant effect on corporate image. Customer value positively influences corporate image. Customer pride positively affect the corporate image. The results also explain that: customer value acts as a positive mediation on customer engagement relationship with corporate image, and Customer pride acts as a positive mediation on customer engagement relationship with corporate image
The impact of organic food corporate image on customers' surpassing purchasing behavior is absent in prior literature. Based on the S–O-R framework, the current study focuses on organic food member ...customers to explore the influence of corporate ability (CA) image and corporate social responsibility (CSR) image of organic food company on the consumption behavior and co-developing behavior of customers. The consumer samples came from 269 member customers of an organic food enterprise in southwest China. The results show that organic food company CA and CSR image positively affect consumer trust and co-developing behavior. CSR image enhances consumer trust and co-developing behavior than CA image does. Additionally, consumer trust and purchase intention play a multi-step mediating role in the relationship between corporate image (CA and CSR) and consumers' co-developing behavior. In conclusion, our findings provide new insights for understanding the relationship between the corporate image of organic food and the co-developing behavior of customers. The research results provide support for organic food companies that can effectively promote consumer trust, continuous purchase, and active engagement in the co-development of products and services by creating an image of ability and social responsibility.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
The purpose of this article is to examine the co-presence of clarity and ambiguity in the formulation, interpretation and implementation of corporate communication strategies. Following a growing ...scholarly interest in how ambiguity can be seen as a productive strategic resource in strategy work, this article focuses on the interdependency of clarity and ambiguity in corporate communication strategies. Through an exploratory study, using interpretive discourse analysis of interviews with employees at a corporate communication department, the present article analyses how the employees perceived the writing, reading, and enactment of their organisation's new corporate communication strategy. The analysis reveals that the employees sometimes use shared understandings to produce ambiguity in relation to engagement and responsibility, and how they use ambiguity to create a shared understanding of objectives and practices. Though this co-presence might cause the members to feel a lack of ownership, it does not impede the department's ability to execute strategy-work.
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BFBNIB, NUK, PILJ, SAZU, UL, UM, UPUK
•All aspects of CSR (economic, ethical, legal, and philanthropic) had a positive effect on corporate image and on customer citizenship behaviors.•Customer citizenship behavior (CCB) had a positive ...effect on customers’ long term relationship orientation (LRO) with firms.•It provides empirical implications for companies in terms of CSR activities as a focal factor in building long-term relationships.
With the expansion of corporate social impact, corporate social responsibility (CSR) activities have been regarded as a critical factor for corporate management. There is a need to understand customers’ perception of CSR activities for future corporate profitability. Thus, this study investigates the effect of multidimensional CSR activities on customers’ corporate image, customer citizenship behavior (CCB), and long-term relationship orientation (LRO). The results indicate that CSR (economic, ethical, legal, and philanthropic) had a positive effect on corporate image and on CCB (making recommendation, helping other consumers, and providing feedback). It also appears that CCB had a positive effect on LRO with firms. This study provides empirical implications for companies by verifying the effect of CSR activities as a focal factor in building long-term relationships as an organizational goal in the foodservice industry.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
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