This research investigates the impact of brand perception on brand loyalty and brand purchase intention using the lenses of complexity theory. First, the study conceptualizes and operationalizes ...perceptional and behavioral components of brand equity. It then examines the dimensions of brand perception, and by assessing the consequences of favorable brand perception, the study enables a better understanding regarding whether a brand marketing approach helps to improve marketing performance. The research was conducted using a mixed methodology, beginning with interviews in order to gain a better understanding of the relationship between the dimensions of brand perception. These were followed by a questionnaire survey, and the resulting data were analyzed through content analysis and fuzzy-set qualitative comparative analysis (fsQCA). The results indicate that brand awareness, perceived quality, brand association, brand fondness, brand image, and product country image have a strong impact on the management of brand perception. The finding illustrates that it is the combinations of various perceptional elements of brand equity rather than any single factor that have strong impacts on brand loyalty and brand purchasing intention. The results support the importance of brand perception for the fashion industry, which needs to be more interactive in order to increase their customers' brand loyalty and brand purchasing intention.
•Develops a multi-disciplinary measure of the brand signature construct.•Results indicate that brand signature includes dissemination of its dimensions (brand name and brand logo).•Recognised brand ...attitude with two components (i) brand association and (ii) brand belief.•Identifies brand awareness components (i) brand familiarity, and (ii) brand recognisability.•Understanding the determinants that affect brand signature to manage global hotel brand reputation and performance.
This paper develops a multi-disciplinary measure of the brand signature construct by means of literature review and primary data analysis. This study explains that brand signature involves (i) endorsement of consistent consumer attitude toward diffusion of a brand name and brand logo (consists of typeface, design, and color); (ii) the expression and pursuit of a distinct message and the quality of the organization to consumers as well as consistency in communication; and (iii) the implementation, support, and maintenance of hotel brand signature systems based on the use of online/offline media. SEM is employed in order to test the proposed model. The results indicate that brand signature includes dissemination of its dimensions; brand attitude with two components (brand association and brand belief); brand awareness consists of brand familiarity, and brand recognisability; and consistency in brand reputation and prefaced by hotel brand performance implementation. Brand signature is recommended as a tool useful for the service industry to manage their global hotel brand reputation and performance.
Grounded on the resource-based view, this study aims to examine the mediating role of product launch quality as a deployment mechanism in the association between market orientation and new product ...performance. Conducting an on-site survey of Iranian manufacturing industries, this study applies covariance-based structural equation modeling to test research hypotheses and verify the proposed theoretical model. The empirical findings indicate market orientation is a critical knowledge-based resource enhancing firms' product launch quality, and right decisions concerning the product launch elevate new product performance. The results also reveal while market orientation significantly impacts new product performance, product launch quality is a crucial deployment mechanism for leveraging market orientation as it fully mediates impacts of market orientation on new product performance. The current static characterization of the resource-based view signifies strategic resources have potential value, but unleashing this potential requires incorporation of deployment mechanisms in the resource-performance link. Besides, considering this insufficient view, prior studies have revealed mixed and inconsistent results. Accordingly, through examining product launch quality as a deployment mechanism for leveraging market orientation on new product performance, not only does this study address inconsistent findings, but it noticeably contributes to the resource-based view by casting light on the mechanism through which market orientation as a strategic knowledge-based resource leads to superior new product performance.
•Develops a multi-disciplinary measure of the corporate brand strategy construct.•Results indicate, corporate brand strategy includes dissemination of organisational culture, differentiation ...strategy, governance and social responsible strategy.•Recognised the influence of corporate personality and corporate brand strategy.•Identifies the key outcomes of corporate brand strategy.•Understanding the determinants that affect corporate brand strategy to manage corporate experience, superior business performance and superior retailer preference.
The MNC resellers are vastly competitive and capital-intensive. Based on the corporate brand orientation, the objective is to investigate how the individual dimensions of hotel industry’s brand orientation can improve a corporate experience and subsequently create superior hotel performance and retailer preferences. A model of the integration of the hotel industry’s brand orientation was tested in a survey conducted among MNC resellers from hospitality industry. Structural equation modelling was applied to gain insight into the various influences and relationships. The research makes two main contributions. It makes a theoretical contribution by classifying the integration of the hotel industry’s brand orientation for hospitality industry and from this extrapolate key suggestions for further study. The continuous evolution and economic influence of the hospitality industry require the application of innovative marketing practices.
Both academics and practitioners alike have directed increasing attention to the field of the corporate logo, and yet, a definitive construct of the corporate logo and its measurement does not yet ...exist. In this article, we marshal the literature relating to the historiography of the corporate logo. Furthermore, we report the findings of a literature-based study that sought to clarify the definitions and components of the corporate logo; namely, color, typeface, corporate name, and design. Challenges in developing a corporate logo are discussed. An important recommendation made by this research is about.
This study identifies a specific relationship between internal marketing and organizational learning as the key drivers of organizational innovation, which build employees performance in the context ...of the petroleum industry. A model of the antecedents of organizational innovation was examined in a survey conducted among managers and employed specialists working in the oil industry in Iran. Structural equation modelling via Smart PLS was employed to gain insight into the various influences and relationships. We empirically scrutinized relationships between these constructs by validating a conceptual model employing SEM. The results indicate that internal marketing and organizational learning are key drivers of organizational innovation, which they are build employees performance. As well as, the results clarify that it is possible to improve the level of employee performance even through the complementary partial mediating role of organizational innovation. Additionally, this study makes a managerial contribution to the understanding of internal marketing, organizational learning and innovation on employee performance.
This study examines (i) the role of social media functionalities in building trust (ii) and trust’s role in achieving co-production of the value proposition. This research confirms the positive ...impact of social media functionality on developing trust. A cross-sectional survey is conducted based on the questionnaire method in this study. The sample was drawn from Tehranand Arak companies located in Science and Technology Parks and industrial zones. Structural equation modeling was performed to test the relationship among the research variables. Drawing upon a sample of 358 participants working in industrial firms and using partial least squares structural equation modeling, the functionality of social media as particular tools to build trust is elaborated. Also, our research results prove the critical impact of trust on the co-production of value proposition dimensions, i.e., knowledge and information sharing, problem-solving, and co-production. Furthermore, it is shown that technological uncertainty has a positive moderating effect on the relationship between trust and co-production. Conversely, competition intensity has a negative moderating influence on the relationship between trust and problem-solving. The results of this study is particularly useful for B2B firms and shows that by investing in social media activities, they can extend their communications with their client and stakeholders to develop trust effectively. Such investment reaps the benefit of co-production of the value proposition. Based on the results, this paper suggests managerial implications for policymakers, sales managers, IT managers, and social media directors who wish to build a strong relationship with their clients and motivate them to take part in their production process and help them improve both quality and services.
As an outcome of the phenomenal development of place branding in the travel industry, scrutinizing its potential influences on tourism and travelers' destinations is of supreme importance. This study ...aims to identify how branding of places influences both supply and demand sides' perspectives and leads to changes in travelers' behavior towards Tatarstan, Russia. Based on 78 interviews with tourists (22), managers (34) and 3 focus groups (22), a conceptual model was designed which illustrates that the tangible and intangible factors of place identity influence the archetypical nation trait and regional place brand, which further results in a positive place image, authentic lifestyle, and entrepreneurship. Implications for tourism planning and management are provided.
Increased use of smart technologies by customers is leading to recognition of their influence on the shopping experiences of customers by practitioners. However, the academic literature fails to ...acknowledge the influence of smart technology usage, combined with behavioural intention of the customer, on the dynamics and experience of customers. This research utilises explanatory research at the preliminary stage to examine this phenomenon in a retail setting. A conceptual framework was created, based on the scholarly knowledge available in extant literature, and was tested using a survey of a convenience sample of 330 consumers shopping in a high-end retail store in London, United Kingdom. Structural Equation Modelling (SEM) via AMOS was employed to test the proposed model. This study contributes to technology adoption based consumer behaviour literature, by explaining the ability of learning commitment to drive the participation of an individual, but its inability to influence their behavioural intention. Findings of this research also reflect on the role of customer dynamics and customer experience in embracing innovative application of smart technologies in a retail setting. The results and implications included in our study also contribute to the understanding of the determinants that affect customer dynamics and customer experience when making use of smart technologies.
•Commitment to learn has an effect on customer participation and dynamics.•Customer dynamics have an effect on customer experience in a retail environment.•Impacts of customer behavioural intention on customer participation and customer dynamics.•Smart technologies affect the traditional customer decision making process in a retail context.
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