Search results for " brand"
showing 10 items of 170 documents
Brand social representations: strategic perspectives for a fitness club
2009
International audience; The aim of this study was to identify an accurate tool to enable fitness club managers to discover those opinions or stereotypes which represent obstacles to joining their organisations. Starting with brand image, the analysis then considered social representations as relevant constructs for apprehending these opinions or prejudices. The use of a word association task and the model of basic cognitive schemes (Rouquette, 1990; 1994) provided access to the salient elements of the social representations of a particular sport brand and the way they are structured. The procedure combining these two stages represented a diagnostic tool for identifying the attractive and un…
SPORT CITY BRANDING OF A MID-SIZED CITY IN FINLAND
2016
Zbog rastuće globalne konkurencije među gradovima brending je od nedavno postao važan element gradskih strategija. Rad prikazuje kako dionici marke doživljavaju sportsku marku Jyväskyläe, grada srednje veličine u Finskoj. Autori su proveli dubinske intervjue s jedanaest gradskih dužnosnika i sportskih menadžera koji su utjecali na sportsku marku grada Jyväskyläe. Prema rezultatima istraživanja, ispitanici smatraju kako Jyväskylä ima snažan imidž grada sporta. On počiva na sportskom obrazovanju, sportskim događanjima, jakim sportskim klubovima i aktivnom građanstvu. Rezultati pokazuju da bi sport, a posebno sportska događanja, mogli biti ključan element u razvoju imidža marke grada Jyväskylä…
Culinary Tourism. A New Trend on the Tourism Market
2017
Seen as a new form of manifestation of the behavior of the consumer of tourism products and services, culinary tourism has recorded an ascending trending the last years, with a positive forecast for the following years. A possible explanation for this phenomenon is the orientation and encouragement of the tourist services providers to adopt regional development strategies that harness traditional local resources and products in a context where the contemporary consumer no longer only pursues the acquisition of products and services to meet their needs, but also looks forward to new experiences that are a delight for the senses. Against this background, the present paper aims to highlight so…
Tattoo branding
2018
Questo contributo indaga una pratica specifica di quelle che riguardano la body modification: il branding, ovvero la marchiatura a fuoco del corpo. Si confronta questo fenomeno con quello del tatuaggio tradizionalmente inteso, dal punto di vista espressivo (modelli di corpo, forme della marchiatura) e dei significati sociali connessi (valorizzazioni sociali e storiche della marchiatura a fuoco), con un confronto anche con altre pratiche di marchiatura a fuoco (su cose e animali).
Äänen retoriikka lastenmainoksissa : musiikki, äänitehosteet ja puheen ei-kielelliset elementit vaikuttamisen välineinä
2013
POSITIONING ROMANIA AS A TOURISM DESTINATION BASED ON THE INFORMATION FROM ONLINE TRAVEL GUIDES
2014
Concerned with asserting itself as a unique tourism destination, Romania has spent time and money and has put a lot of hope in choosing its brand elements and secondary associations, forgetting that brands are not built only through advertising. The points of contact through which customers get to know a brand are various: observation and personal use, oral advocacy, interactions with Romania’s citizens, online and mobile experiences, etc. This paper aims to highlight the importance of Romania’s positioning statement, as a tourism destination, based on the information from major online international travel guides, and to argue the harmonization of this approach in differentiating the brand …
Transkreācija reklāmas materiālos Latvijā
2017
Pirms Industriālās revolūcijas reklāma bija fenomens, kas izplatījās vietējā mērogā, taču mūsdienās reklāmdevēji uzskata, ka ir „jādomā globāli, bet jārīkojas lokāli”. Paralēli sarunām, kas noris starp globālas un lokālas reklāmas piekritējiem, reklāmdevējiem ir jāatrod veidi, kā patērētājiem pārdot produktus, un viens no veidiem ir transkreācija. Transkreācija ir salīdzinoši jauns jēdziens un tam ir veltīta neliela pētnieciskā darbība, turklāt latviešu valodā šis termins vēl nav atzīts (lai gan Latvijas reklāmdevēji lieto terminu „adaptācija”). Tādēļ pētījuma mērķis ir noteikt transkreācijas izplatību un īpašības reklāmas materiālos Latvijā. Pētījuma teorētiskajā daļā tiek pētīta reklāmas …
Video Recruitment : Online Perspectives and Implications for Employer Branding
2022
Video recruitment—the use of videos at any point in the recruitment process—has surged among organizations as a strategy for hiring talent and operating in their respective fields amid the pandemic. In particular, video interviews have become mainstream at the assessment stage of the recruitment funnel to keep hiring workers in a remote context of work. Among job video interviews, the asynchronous type especially raised interest and concerns online. This chapter offers a novel and essential approach to the study of video interviews through the theoretical exploration of the crossover between HRM, marketing, and information technology, with the goal of uncovering several ways that employer b…
Examining Consumers’ Usage Intention of Contactless Payment Systems
2019
Purpose The purpose of this paper is to develop and test a conceptual model that combines the modified Unified Theory of Acceptance and Use of Technology (UTAUT2) with a consumer brand engagement (CBE) model to predict consumers’ usage intentions toward contactless payment systems in a developed country. Design/methodology/approach The authors cooperated with a contactless payment service provider in Finland and reached out to 22,000 customers, resulting in 1,165 usable responses. The collected data were analyzed using structural equation modeling. Findings The study shows that the UTAUT2 and the CBE model together explain approximately 70 percent of the variance in usage intention. Of the…
La “marca personal” en la academia los procesos de subjetivación en las condiciones de trabajo del profesorado universitario
2021
En nuestro tiempo uno de los discursos más populares del gerencialismo es el personal branding. La literatura de la marca personal moviliza un nuevo modelo de empleabilidad adscrito a racionalidades neoliberales y emprendedoras. En este trabajo nos aproximamos a las prácticas académicas afines a estas racionalidades. El régimen corporativo y digital de la universidad contemporánea insta a las y los académicos a promocionar(se) como una marca bibliográfica personal. No obstante, perviven conductas académicas de resistencia a esta rúbrica de la excelencia bibliométrica.