Search results for " brand"
showing 10 items of 170 documents
Brand price differentials in retail distribution: product quality and service quality
2016
ABSTRACTA theoretical model is proposed to disentangle the contribution of brand quality and retailer service quality in explaining brand price differentials across retailers. Two testable hypotheses emerge: (i) for each brand type, price differences across retailers are independent of brand quality differentials and (ii) at a given retailer, price differences between different brand qualities are independent of service quality differentials. Our empirical analysis, for a sample of the U.K. grocery retailer prices, discloses that retailers that offer higher service quality sell same quality brands at higher prices. In particular, service quality premia amount to 6% for national brands and a…
Starptautisko zīmolu ietekme uz patērētāju uzvedību
2018
Zīmoli ir pamats daudzu uzņēmumu pastāvēšanai un labklājībai. Spēcīgiem zīmoliem ir milzīgas pilnvaras un labi ienākumi, taču pastāv tik daudz problēmu, kas var traucēt viņu attīstību un apdraudēt viņu pastāvēšanu. Zīmolam jābūt šādām īpašībām: redzamība, pozicionēšana, papildu priekšrocību apraksts, iezīme. Katrs uzņēmums cenšas izcelt savus produktus, lai parādītu, ka viņu preces nav līdzīgas citu uzņēmumu īpašībām. Katram zīmolam ir jābūt individuālam, tas ir, īpašam raksturlielumu kopumam, kas saskaņots ar citiem zīmoliem, tas ir tas, ko ražotājs piegādā tirgū, kas ir tā kontrolē. Šobrīd patērētājs pērk nevis produktu, bet zīmolu. Katrai markai ir sava mērķauditorija, kas nosaka tēla ve…
David against Goliath: Diagnosis and Strategies for a Niche Sport to Develop a Sustainable Fan Community
2021
Pilota, played using the hands, is a niche sport with origins dating back to Greco-Roman times. In the Valencian region of Spain, an indigenous version of the sport is played with healthy participation rates despite having to compete with the major global sports. This study is aimed at understanding the current situation of this sport in terms of knowledge, transmission channels, fan experience and media consumption, as well as the brand strategy challenges it faces for building a stable and sustainable fan community. The methodology consists of a combination of quantitative and qualitative techniques. Nearly 1500questionnaires completed across three study universes, four focus groups and 3…
Breaking the barriers of animosity: innovation in business models as a positioning strategy
2021
Consumer animosity is often studied in the large economies of the world, in order to explain the negative feelings generated by an individual towards another country and its products, due to various political, economic and social conflicts. This study presents three specific developments in this field. First, to demonstrate how companies in the retail sector have been able to develop innovations in their business models through their shops and virtual channels, which generate a positive positioning in the mind of the consumer, capable of minimizing animosity towards them. In this way it is shown that a consumer can have strong feelings of patriotism, animosity and ethnocentrism, and yet a p…
Towards Nearly Zero Energy and Environmentally Sustainable Agritourisms: The Effectiveness of the Application of the European Ecolabel Brand
2020
Tourism represents an important economic driver in Italy, being responsible for approximately 13.2% of the total GDP (a value higher than the reference European average) and for nearly 10% of the regional GDP. Among the touristic sectors, the agritourist ones show a persistent growth, experiencing in 2019 a 6.7 point percentage improvement compared to the 2017 figures. Given this situation, the transition towards a low-carbon path, affecting the building sector for some time, should also involve agritourist buildings, through the release of EU directives, member state laws, and technical rules. On the other hand, agritourism sites could be awarded the Community EU Ecolabel. Unfortunately, a…
Family business branding : communicating a family-based brand identity
2017
Scholars suggest that family-owned businesses can capitalize on their family ties by promoting the fact that they are family-owned in their marketing communications. Existing research suggests that promoting the familial component of a family-owned business can evoke positive associations with the business' stakeholders, increase employee loyalty and motivation, and be a source of competitive advantage against non-family businesses. Although there is an increasing awareness that family-owned businesses can benefit from promoting the fact that they are family-owned in their marketing and branding efforts, very little literature exists on how such a strategy is effectively implemented. By app…
The Effect of Incongruence Between CEO and Corporate Brand Personality on Financial Analysts’ Attitudes and Assessment of a Company’s Performance
2014
This research assesses the role of two types of nonfinancial information in investor relations: The personality of the Chief Executive Officer (CEO) and the personality of the corporate brand. As both personalities determine the identity of a company and the relationship with its stakeholders, we investigate their relevance and the effect of incongruence between these two personalities on financial analysts. Eleven semistructured interviews were conducted to answer the theoretically derived research questions. Empirical findings show that both personalities are relevant to analysts and that perceived incongruence between these personalities can cause adverse effects. Company size, stage of …
Evaluation of the Conceptual Model for Corporate Identity Management in Health Care
2014
Abstract This paper reflects findings from the evaluation of the conceptual model for corporate identity management in health care developed by Rutitis and Batraga (2013) . First, expert surveying (n=8) was carried out to evaluate the understanding of the health care experts regarding assumptions included in the development of the conceptual model for corporate identity management in health care. During the second stage, health care sector company survey (n=52) was implemented to evaluate the expression of corporate identity dimensions outlined in model by Rutitis and Batraga within the health care enterprises in Latvia
In search of a theoretical framework of factors influencing work and life balance
2021
Work and life balance (WLB) has gained noticeable attention amid the pandemic. Even before the outbreak of COVID-19, the increasing pace of life encouraged the investigation of individual and organisational aspects of WLB. Physically and mentally healthy people help society develop and grow. Health issues caused by work and life imbalance lead to dissatisfaction with both work and life, which, in turn, leads to higher stress and stress-related illnesses, for instance, burnout. From the organisational point of view, WLB is a factor in analysing the efficiency of an enterprise. The consequences of a work-life imbalance are intentional or unintentional absence, high employee turnover, low prod…
Barcelona and SEAT, a History of Lost Opportunity: Corporate Marketing, Nation Branding, and Consumer Nationalism in the Automotive Industry
2015
Why is there no SEAT Barcelona? Barcelona is a well-named place brand, but SEAT consciously has disassociated itself from its geographic origins. This seems rather strange decision if one takes into account the increasing importance of the place-of-origin effect in automotive industry. This article describes how SEAT has constructed its Spanish identity and hidden its Catalan-Barcelona origins, and discusses SEAT’s own growing “denationalization” because of the acquisition by Volkswagen Group by using banal nationalism to gain the loyalty of the country’s nationalist consumers and to fashion a corporate image in line with Spain’sMarca España, or national brand. Through this decision, SEAT h…