Search results for " Brand"

Examining the Performance of Brand-Extended Thematic-Content : The Divergent Impact of Avid- and Skim-Reader Groups

2017

Today, the reading online content is a daily habit for many users. In an online environment, users encounter brands, who hope to attract visitors to their online spheres of influence through brand-extended thematic-content. The purpose of this study is to investigate this phenomenon and assess its impact on both the readers of the content and the brands. To do this, we use structural equation modeling to analyze data from two groups, skim readers and avid readers, who vary in terms of the behaviors they invest in the reading of brand-extended thematic-content. The findings reveal that brand-extended thematic-content affects divergently on the brand attitude formation of these two groups. Sp…

Corporate Attributes and Associations

2013

URBAN IMAGE | From logo to brand

2018

Corporate image has arised in the last Century as a strategy to assume visual identity and a great power of attraction. By using that strategy, corporations have become a sort of “economic divinity” able to seduce and move the mass of consumers. The aim of the article is to describe how to apply the strategy of corporate image on a pavilion, designed by some students of Hong Kong and Palermo, in order to make it visually relevant and to highlight its strong points, which are connected to light and water. In this perspective, some important cases in the history of design have been anylised with punctual examples, starting from the beginning of Twenty Century to come to todays situation, in w…

Un cubista del concetto

2018

Il design non si risolve più nell’oggetto “perfetto”, “assoluto”, fatto per durare nel tempo, tecnologicamente avanzato ed esteticamente pregno, com’è stato per gran parte del Novecento. Oggi, il principio commercialmente irrinunciabile dell’obsolescenza programmata dei prodotti impone che le cose debbano durare poco, il meno possibile, per essere più velocemente vendute e comprate. Il design dunque – la qualità progettata – si riduce a qualcosa di programmaticamente effimero: piccole cose pensate per durare poco, gadget. “La sigaretta è il prototipo perfetto di un piacere perfetto. È squisita e lascia insoddisfatti”, diceva Oscar Wilde. E proprio come la sigaretta, questi piccoli oggetti –…

La città che comunica

2005

Corporate image is a crucial aspect of public utility communications. Strictly speaking, it involves the image (or identity) of a company insofar as the English word, corporation, corresponds to “company” in Italian. However, in general, its semantic meaning can be used for different agencies, political parties, town councils or cultural assets. Since this issue of the magazine focuses entirely on public utility communications, we can further discuss the meaning of corporate image by considering the Irish town of Cork – the 2005 European Capital of the Culture – as an agency that promotes its cultural identity by using a series of communication strategies.

Marketing Sri Lanka as an International Tourist Destination

2007

Masteroppgave i økonomi og administrasjon 2007 - Høgskolen i Agder, Kristiansand Within the last two decades Sri Lanka’s tourism industry has grown dramatically as one of the main foreign exchange earners and employment provider. Since Sri Lanka depends enormously on tourism for its growth and development, this paper provides an analysis of marketing efforts within the tourism industry in Sri Lanka for foreign tourists. In compliance with this trend, the purpose of this thesis and research is to review Sri Lanka as an international tourist destination and its current marketing activities in the tourism trade, to investigate the proper use of marketing efforts, and to suggest guidelines for …

Analyzing American Public Diplomacy: The case of Brand USA. When Tourism becomes an Ideological Tool

2016

This paper aims to study the communicative strategies used in the American campaign of public diplomacy.Our objective in this work is twofold: first, to verify whether behind the action of rebranding the image of the U.S.A. there is an ideological agenda; second, to identify the communication dynamics - both textual and semiotic - which have contributed to make the campaign successful and whether they are in line with the communicative profile of the U.S.A., adopting a handful of current models in intercultural studies.

Challenges of nation-branding for stimulation of Latvian exports

2017

Abstract The presented research aims to contribute to the conceptualisation of the nation-brand of Latvia with the purpose of stimulation of national export performance. The subject of the research is three aspects presumably challenging the branding of Latvia with reference to national export development. The investigated challenges are the barriers and opportunities for green-branding of Latvia; the absence of the generally accepted indication of the geographical identity of the Baltic region; and the contradictable popular image of Latvia as a cheap country. The research poses two research questions inquiring into the issues of nation-branding of Latvia currently being faced in the conte…

How can the management of fitness centres be improved through corporate image and brand image?

2022

The aim of this research is to test the role of corporate image in predicting credibility, trust, and brand recognition. In addition, it is intended to verify whether these variables can explain the atti- tudes and future intentions of fitness centre users to better understand their behaviour. Through an online survey, the opin- ions of 325 fitness centre users were collected regarding the pre- viously mentioned variables. A structural equation model was made by means of EQS 6.4 to confirm, first, the reliability of the scales used and subsequently test the different relationships between variables. The results show the importance of corporate image as a starting point to explain future int…

La comunicazione istituzionale nelle organizzazioni pubbliche: opportunità e criticità connesse con il corporate brand orientation

2015

Corporate communication in public sector organizations: the opportunities and challenges of a corporate brand orientation. Over the past thirty years, the New Public Management (NPM) has been the dominant approach in the public sector. Leveraging the idea that citizens are customers of the administration, the NPM imports management principles and techniques from the private sector in order to improve the performance of public organizations. After a short description of the main problems associated with the implementation of market orientation in the public sector, this article examines corporate brand orientation as an interesting alternative to market orientation in the public context. Cor…