This study aims to fill a gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: (1) what are the factors that influence the ...favorability of the corporate logo; and (2) what are the main influences of this favorability on corporate image and corporate reputation? The favorability of a corporate logo is reflected by the extent to which consumers positively regard that logo. The findings from the consumers' perspectives in the context of a financial setting, suggest that the main factors that bear influence on a favorable corporate logo (antecedents) are: corporate name, design, and typeface. The findings reveal the importance of the company's corporate logo in enhancing the corporate image, attitude toward advertisements, recognizability, familiarity, and corporate reputation. Key implications for managers and researchers are highlighted.
Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and ...future trends in corporate branding, identity, image and reputation.
Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world.
The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.
The study examines the relationships between knowledge acquisition from social media, two forms of market orientation (proactive and reactive), social media strategic capability, and brand innovation ...strategy in the context of China's online technology industry. Analysis of 357 online technology ventures, created during the past 6years, suggests that brand innovation is affected by both knowledge acquisition from social media and market orientation. Social media strategic capability positively affects brand innovation and acts as a moderator between knowledge acquisition, market orientation, and brand innovation. It further enhances both types of market orientations in achieving brand innovation, suggesting that on social media, customer's needs, both expressed and latent (or unexpressed), can be identified more comprehensively than that of the traditional setting. Hence, the context of social media provides a different set of rules for competition and strategic behavior, in which online technology ventures should note. Implications are useful to improve the current understanding of social media brand innovation strategy, here in China's dynamic social media scene.
•The present study focuses on the knowledge acquired from social media channels leading to brand innovation.•Brand innovation is affected by both knowledge acquisition from social media and market orientation (pro- and reactive).•Social media strategic capability acts as a moderator between knowledge acquisition, market orientation, and brand innovation.•On social media, customer's needs can be identified more comprehensively than that of the traditional setting.•The context of social media provides a different set of rules for competition and strategic behavior.
Through a meta-analytical approach, we test the antecedents and consequences of corporate reputation, examining specifically the moderating roles of three study variables: country of study, ...stakeholder group, and reputational measure. The study presents a comprehensive overview of three moderating factors for the relationship of corporate reputation with its antecedents and consequences in the literature from 101 quantitative studies. Our findings suggest that practitioners need to exercise considerable caution when developing and managing the reputation of their organizations through the use of research evidence from various countries, with different stakeholder groups and when employing diverse reputational measures.
•We test three moderators for relationships of corporate reputation.•Meta-analytical approach is used to test moderating influences.•Country of study, stakeholder group and reputational measure moderate association of CR with its antecedents/consequences.•Some useful opportunities for further meta-analyses are suggested.
This paper explores brand management decisions concerning the terroir product of an authentic beer brand.
Findings are based on a single case study of a Greek microbrewery informed by in-depth ...interviews with the company owner and senior management team. Additional customer insights into the issues were gathered from 191 questionnaire responses.
Results identify the way this company has approached territorial brand management based on a clear understanding of potential consumer perceptions and reactions to clues about place brand origin in its brand names when targeting its main groups of domestic, export, and tourist consumers.
This research offers practical insights into territorial brand management decisions, especially those concerning brand names that offer clues to a product's place of origin. These insights may offer practical strategies for SMEs operating in markets serving both local and tourist consumers, and who wish to defend the terroir claims of their products against large multi-nationals.
Corporate reputation has become one of the most important intangible assets for maintaining and enhancing firms’ competitiveness in the global marketplace. Researchers have shown considerable ...interest in measuring the corporate reputation construct, resulting in a lack of consensus on valid measurement approaches. Against this background, we discuss commonly used reputation measures from a conceptual as well as theoretical perspective, and empirically compare them in terms of convergent validity and criterion validity. By examining the measures’ psychometric properties, both theoretically and empirically, this study provides guidance for their reasonable application in business research and practice.
There is wide consensus that the brand experience literature (BEL) suffers from a deficit in conceptual works. This study argues that, for brand experience research to overcome its conceptual ...insipidity, it must re‐examine the core of its intellectual structure to rediscover what ‘an experience provided by brands’ truly implies. The purpose of this paper is to reconceptualize and present a future research framework for research into the concept of brand experience, by identifying both the core and peripheral sources of knowledge of the concept and its association with brand meaning. Through a bibliometric process covering 136 articles published between 2002 and 2018, resulting in a database of 2698 citations, this brand experience conceptual paper fills a critical research gap by providing the first full‐scale bibliometric study to date of the BEL, using a combination of high citation and co‐citation metrics. Based on this conceptual reorientation, a matrix for future development is presented, enabling the reader to visualize the scope and breadth of potential brand experience research horizons in areas relating to customer experience, consumer–brand relationship, online brand experience and sensory brand experience. The four approaches listed in the matrix – firm‐based, social constructionist, virtuality and embodiment – provide a roadmap for future brand experience research undertakings to explore the rich potential of experience evoked by brands.
Purpose
This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational stakeholders’ ...trust, loyalty and commitment by using commitment/trust theory.
Design/methodology/approach
This research design utilises explanatory research at the preliminary stage, as informed by the literature and conceptual framework. The subsequent model was examined via a positivist survey carried out among stakeholders in high-end retail stores in London. Structural equation modelling (SEM) via AMOS was conducted to gain insight into the various relevant influences and relationships.
Findings
The results indicate that identity and strategy are key drivers of integrated corporate communication, and they serve to build stakeholder trust, loyalty and commitment.
Originality/value
The paper shows that while practitioners have indicated that integrated marketing communication is important for organisations, there are a few other areas of concern with regard to consequences related to trust, loyalty and commitment, especially in a retail context. This paper empirically examined relationships between these constructs by validating a conceptual model by using SEM.
This study asserts that conceptualizing sensory brand experience (SBE) as an independent construct is critical to expanding our understanding of experiences provided by brands. To achieve this goal, ...a rigorous examination of its foundational knowledge structure underpinning the construct is urgently required. Using co‐citation analysis examining 151 SBE‐related articles with 4038 citations over more than two decades (1994–2019), six knowledge fields deemed to have constitutive influence on SBE literature have been identified: atmospherics, product evaluation, sensory marketing, service marketing, experiential marketing and brand experience. Combining the results of a hierarchical cluster analysis and a metric multidimensional scaling analysis, the authors located three fundamental premises: (1) brand settings are arbiters of brand meaning; (2) the intrinsic processing of SBE involves the entrainment of exteroceptive and interoceptive processes; and (3) SBE outcomes are non‐representational. At the end of the paper, these findings are organized into an integrative framework, highlighting research concerns and research gaps at the antecedent, processing and outcome stages. In doing so, this paper contributes to the conceptual development of SBE by constructing a doctrinal schema for future research undertakings.
This research applies complexity theory to understand the effect of innovation capability and customer experience on reputation and loyalty. This study investigates the contribution of consumer ...demographics to such relationships. To this end, this article recognizes effective and intellectual experiences as the key elements of customer experience and proposes a conceptual framework with research propositions. To examine the research propositions, this study employs confirmatory factor analysis (CFA) and fuzzy set qualitative comparative analysis (fsQCA), using a sample of 606 consumers of international retail brands. The findings contribute to the literature on innovation, customer, and brand management. In addition, the results also provide guidelines for managers to create customer value in the retail environment through technical innovation capability (new services, service operations, and technology) and non-technical innovation capability (management, sales, and marketing). Furthermore, this article reflects on the link between the consumer shopping experience and firm reputation and loyalty.
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