Corporates often partner with social media influencers to bolster brand image after crises. Although existing evidence suggests that influencers have largely positive effects on brands, there is ...paucity of research on the role of influencers in corporate crisis communications. Across two studies, we examine the impact of influencers on consumers’ perception of corporate brands responding to crises. Drawing on persuasion knowledge theory, we identify issues associated with brands engaging influencers, such as inference of manipulative intent, which negatively affects perceived trustworthiness and corporate reputation. The downside of employing influencers in crisis communications is, however, offset by the influencer and brand communicating values-driven motives of their partnership. Our findings imply that corporate brands should respond to crises through a bolstering strategy promoting existing corporate goodwill, without the influencer’s involvement. When leveraging influencers’ support, however, brands should endeavor to inoculate against manipulative inferences by communicating values-driven motives behind the brand-influencer partnership.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
Adopted internationally by business schools and MBA programmes, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate ...students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but also has become synonymous with the topic itself. Using an array of international case studies, Jean-Noël Kapferer covers all the leading issues faced by brand strategists today. With both gravitas and intelligent insight, the book reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition of The New Strategic Brand Management builds on its impressive reputation, including new information to enable students and practitioners to stay up to date with targeting, adding recent research and market knowledge to the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; it remains at the forefront of strategic brand thinking.
Given increased branding competition in the hotel industry, it is imperative to explore the importance of marketing communications in generating desirable customer responses. Building on previous ...anthropomorphism research, two experiments in this research explore the role of anthropomorphism-based communications for hotel brands. Study 1 investigates the moderating role of sociality via accommodation type, and Study 2 examines the moderating effect of effectance on the relationship between anthropomorphism and customers’ responses via appeal type. These interaction effects enhance perceived warmth, leading to customers’ higher visit intentions. Consistent with the tenets of anthropomorphism, we find anthropomorphism qualifies as an effective hotel communication strategy. Results also provide insights into when anthropomorphism-based communications become more effective in hotel advertising strategies.
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Background Early identification is critical for mitigating the impact of medicine shortages on patients. The internet, specifically social media, is an emerging source of health data. Objective This ...study aimed to explore whether a routine analysis of data from the Twitter social network can detect signals of a medicine shortage and serve as an early warning system and, if so, for which medicines or patient groups. Methods Medicine shortages between January 31 and December 1, 2019, were collected from the Dutch pharmacists’ society’s national catalog Royal Dutch Pharmacists Association (KNMP) Farmanco. Posts on these shortages were collected by searching for the name, the active pharmaceutical ingredient, or the first word of the brand name of the medicines in shortage. Posts were then selected based on relevant keywords that potentially indicated a shortage and the percentage of shortages with at least 1 post was calculated. The first posts per shortage were analyzed for their timing (median number of days, including the IQR) versus the national catalog, also stratified by disease and medicine characteristics. The content of the first post per shortage was analyzed descriptively for its reporting stakeholder and the nature of the post. Results Of the 341 medicine shortages, 102 (29.9%) were mentioned on Twitter. Of these 102 shortages, 18 (5.3% of the total) were mentioned prior to or simultaneous to publication by KNMP Farmanco. Only 4 (1.2%) of these were mentioned on Twitter more than 14 days before. On average, posts were published with a median delay of 37 (IQR 7-81) days to publication by KNMP Farmanco. Shortages mentioned on Twitter affected a greater number of patients and lasted longer than those that were not mentioned. We could not conclusively relate either the presence or absence on Twitter to a disease area or route of administration of the medicine in shortage. The first posts on the 102 shortages were mainly published by patients (n=51, 50.0%) and health care professionals (n=46, 45.1%). We identified 8 categories of nature of content. Sharing personal experience (n=44, 43.1%) was the most common category. Conclusions The Twitter social network is not a suitable early warning system for medicine shortages. Twitter primarily echoes already-known information rather than spreads new information. However, Twitter or potentially any other social media platform provides the opportunity for future qualitative research in the increasingly important field of medicine shortages that investigates how a larger population of patients is affected by shortages.
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The aim of the article is to present selected aspects of the translation of German brand names into Chinese. First, the concept and functions of the brand are described, then the question of whether ...brand names should be local or global. Features of the Chinese language and writing, relevant to the translation of brand names, are also discussed. In the analytical part, linguistic and graphic features of Chinese brand names are characterized and methods of translating foreign names into Chinese are presented. These are (i) direct translation, (ii) free translation without regard to the original pronunciation, (iii) mixed translation, which takes into account both the pronunciation and the meaning of the original name. Of the 27 brand names examined, 11 were translated using method (i), 8 using method (ii) and 8 using method (iii).
PurposeThis study investigates the effects of vertical direction and rotation of English loan brand names in East Asian languages (Chinese and Korean) on processing fluency, perceived product quality ...and purchase intention.Design/methodology/approachFour experiments were conducted in China and Korea, employing a 2 (vertical direction: downward vs upward) X 3 (rotation: 0°/marquee vs 90° clockwise vs 90° counterclockwise) between-subjects factorial design.FindingsThe findings showed that when the English loan Chinese brand name was displayed downward, the marquee format was preferred, while counterclockwise rotation was favored when displayed upward. In Korean, clockwise rotation was preferred for downward presentation, while counterclockwise rotation was favored for upward presentation. The effects on purchase intention were mediated by processing fluency and perceived product quality.Practical implicationsThis research provides practical implications for global manufacturers and retailers, offering guidance on presenting brand names in East Asian languages and optimizing product packaging designs. For Chinese consumers, the marquee format is recommended for downward-oriented brand names, while counterclockwise rotation is effective for upward orientation. For Korean consumers, clockwise rotation is favored for downward presentation and counterclockwise rotation is preferred for upward presentation. Understanding linguistic habits allows the tailoring of brand presentations, enhancing brand perception and consumer responses.Originality/valueThis study contributes to understanding the role of cultural and linguistic influences on consumer information processing and product perception in vertical presentations of brand names.
While much research has examined the influence of well-known brands on preferences, the current studies focus on the equally important but less-examined topic of brand-knowledge formation as brands ...are first encountered. Zeroing in on the process of learning and associating a brand’s name and logo, the authors posit and demonstrate that consumers are more likely to accurately recall a newly-encountered brand’s logo when cued by its name than the converse (recalling the name when cued with the logo). Importantly, this cued-recall asymmetry is shown to not be a mere artifact of logos being more easily recalled. The asymmetry holds when the target logos and names are equally independently memorable, and logos are not more accurately recalled than names when both are cued by other associations (e.g., color). The concept-based theory of word meaning helps explain these results.
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EMUNI, FIS, FZAB, GEOZS, GIS, IJS, IMTLJ, KILJ, KISLJ, MFDPS, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, SBMB, SBNM, UKNU, UL, UM, UPUK, VKSCE, ZAGLJ
A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brandFrom research and analysis through brand strategy, design development through application ...design, and identity standards through launch and governance, Designing Brand Identity, Fourth Editionoffers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands.Features more than 30 all-new case studies showing best practices and world-classUpdated to include more than 35 percent new materialOffers a proven, universal five-phase process and methodology for creating and implementing effective brand identity
Medicines prices in International Zaprutko, Tomasz; Cynar, Julia; Sygit, Maria ...
PloS one,
06/2024, Volume:
19, Issue:
6
Journal Article
Peer reviewed
Affordability of medicines is key for effective healthcare. Thus, we compared medicine prices using International Dollar (I$), which allows confronting the values of different currencies. Besides, we ...intended to verify if pharmaceutical market deregulation leads to lower medicines prices. We conducted the study between December 2019 and September 2022 collecting data from 21 countries. From the preliminary sampling of 30 medicines, we selected 10 brand names (5 Rx and 5 OTC brands) for the analysis. In each country, we collected price information from 3 pharmacies and then converted them to the I$ using the rates published by the International Monetary Fund. There were differences between regulated and deregulated markets in prices presented in I$. For instance, Aspirin C® (10 soluble pills) was on average I$ 5.41 in Finland (regulated market) and I$ 13.25 in Brazil. The most expensive Xarelto® 20 x 28 pills (I$ 538.40) was in Romania, which in the case of other medicines, was in the group of cheaper countries. There was no statistical significance in price comparison between regulated and deregulated markets. In some cases, however, regulated markets offered lower prices of the same medicine than deregulated markets. The analysis revealed differences in I$ prices between countries. Pharmaceutical market regulation does not mean higher prices of medicines. There is a need for affordable medicines. Hence, decision-makers should work on the medicines prices and adjust them to the local economies. I$ could be important in creating pharmaceuticals prices, and the conducted study should encourage other researchers to present their results using this currency.
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