Search results for " brand"

showing 10 items of 170 documents

Corporate social performance as antecedent of consumer's brand perception

2011

The purpose of this article is to develop a model that closely examines the consequences of social and environmental corporate action. This is suggested by an increasing need for accomplishing an integrative view on business activities and social aims – the so-called corporate social responsibility – especially in the current environmentally turbulent time and a rising socially conscious consumer population. But doing business is often associated with brand- or corporate misconduct as well. Hence, corporate social responsibility forms the positive component of corporate social performance (CSP), consequently a favorable brand- or company behavior. Corresponding, corporate social irresponsib…

Marketingbusiness.industryStrategy and ManagementBrand awarenessAdvertisingBrand loyaltyBrand managementCorporate brandingEmployer brandingCorporate social responsibilityBrand equityMarketingbusinessSocial responsibilityJournal of Brand Management
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Challenges in joint place branding in rural regions

2013

The purpose of this article is to explore joint place branding in rural regions, focusing on cooperation between the various stakeholders involved and on the salient features of rural regions that are used in the place branding process. Branding is conceptualized as a social process where brand value is co-created by the stakeholders. Place branding is seen as a participative process, bringing stakeholders together with the aim to strengthen the identity of the place. The fundamental question is how to build long-term commitment in a group of key stakeholders. Many sources discuss place branding for large cities, but rural regions have received little attention. The process of place brandin…

Marketingbusiness.industryStrategy and ManagementSocial changeStakeholder engagementPublic relationsPublic diplomacyFocus groupPlace brandingCorporate brandingBusinessBrand equityMarketingta518place brandingMeaning (linguistics)viestintä
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Industrial branding in the digital age

2015

Purpose – The purpose of this paper is to describe the overall branding logic of an international industrial company operating in the renewable energy industry and to respond to calls for empirical research on how to build a business-to-business (B2B) brand in the digital age and how digital media can be used for branding. A digital branding model is also developed. Design/methodology/approach – A single case study of a company at the forefront of digital media usage is used to develop the model. The main data come from semi-structured theme interviews and from content analysis of the channels used to create a brand on the Internet. Findings – In the digital age, firms seem to benefit from…

Marketingbusiness.industrysosiaalinen mediaInternal communicationsDigital mediaCorporate brandingEmpirical researchindustrial brandingContent analysisMarket orientationI-brandingThe InternetSocial mediaindustrial brandBusinessBusiness and International ManagementMarketingComputingMilieux_MISCELLANEOUSJournal of Business & Industrial Marketing
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Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market

2022

This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the context of global brands operating in an emerging market and implementing TikTok as a tool for social media marketing. The data set comprised 680 posts, 1,527,340 likes, 58,529 shares, and 18,743 comments collected from global smartphone brands’ TikTok accounts specifically targeting Indonesian consumers. The findings confirm that informational content mainly generates higher SME than emotional content. English and code-switched languages generally improve SME, whereas n…

Marketingkansainväliset yrityksetTikToksocial media marketingcontent marketingsosiaalinen mediamarkkinointiviestintäcustomer engagementbränditglobal brandskehittyvät markkinatkuluttajatBusiness and International Managementsitouttaminendigitaalinen markkinointi
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A shift in perspective? The role of emotional branding in shaping born globals’ performance

2019

Abstract Branding strategies have been at the core of marketing and strategy literatures for decades. Global brands are known for their positive influence in increasing customer trust and confidence, thus reducing the risks associated with foreign operations from the firms’ standpoint. These positive effects of global brands have led to research exploring brand image while emphasizing its relevance in positioning, gaining competitive advantage, and facilitating firms’ international business. Born-global firms (BGs) can mostly benefit from harnessing brand image, mainly by reducing market-related uncertainties while establishing a brand-based reputation and thus enhance their international e…

Marketingmedia_common.quotation_subject05 social sciencesPerspective (graphical)International businessCompetitive advantageBrand image0502 economics and businessMarketing intelligence050211 marketingBusinessBusiness and International ManagementMarketingEmotional branding050203 business & managementFinanceReputationmedia_commonInternational Business Review
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Creating a National Brand for Finland: "Consider It Solved!"

2014

Nation brandingFinland
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Viaggi nell’immaginario: il turismo virtuale nel sito UNESCO di Tarragona

2023

Le nuove tecnologie hanno trasformato in modo radicale non solo la geografia come disciplina, ma anche le geografie del mondo. Il digitale ha assunto, infatti, un ruolo di mediazione sempre più pervasivo nella produzione dello spazio, come delle conoscenze e degli immaginari geografici. Le possibilità offerte dal virtuale, in particolare, offrono oggi un contributo decisivo nella comunicazione dei significati attribuiti ai luoghi e rispondono in modo sempre più efficace ai bisogni emergenti del settore turistico. Le esperienze di visita mediate dal digitale mirano a coinvolgere i sensi e risultano efficaci quando promuovono immersioni rigorosamente realistiche. Nel quadro di queste riflessi…

New technologies have radically transformed not only geography as a discipline but also the geographies of the world. Indeed the digital has assumed an increasingly pervasive mediating role in the production of space as of geographic knowledge and imaginaries. The possibilities offered by the virtual in particular now offer a decisive contribution in communicating the meanings attributed to places and respond increasingly effectively to the emerging needs of the tourism sector. Digitally mediated visitor experiences aim to engage the senses and are effective when they promote rigorously realistic immersions. Within the framework of these reflections the paper highlights the renewed relevance of authenticity both of the tourism experience and of cultural heritage in relation to its potential for attraction and proposes a contextualization of the theme in light of the unprecedented opportunities granted by technologies for the creation of virtual and augmented spaces. The proposed discussion is therefore also a journey aimed at exploring authenticity as a tool through which new technologies can effectively mediate a sense of place and foster brand communication of a destination. The case study is the UNESCO site of Tarragona whose most relevant image for urban policies is presented. This shared figuration spatially defined and rooted in a precise historical moment is reconstructed on the one hand through the analysis of functional documentation for the candidacy and on the other by means of a review of mobile applications developed for the promotion of the city's cultural heritage. The proposed journey and exploration of the place return in light of the research data and in conclusion the central role played by digital technologies in mediating the UNESCO imaginary. The forms of virtual tourism in Tarragona confirm that to travel is to experience a text enveloped in time and inscribed in space.Settore M-GGR/01 - Geografia
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Mind anchors and heart grips: the role of HRM and LMX in internal branding

2021

Internal branding strategies, as in"selling" an organization’s brand to employees so that they will "sell" it to external stakeholders, is a common way for practitioners to get employees to activel...

Organizational Behavior and Human Resource ManagementManagement of Technology and InnovationStrategy and ManagementIndustrial relationsInternal brandingBusinessBusiness and International ManagementMarketingThe International Journal of Human Resource Management
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La elección de la marca del distribuidor en productos duraderos: factores de influencia

2010

[ES] La apuesta de la distribución por la extensión de su marca a las categorías de productos duraderos, como electrodomésticos y productos electrónicos para el hogar, ha demostrado ser acertada, a pesar de las críticas en contra de esta estrategia. Posiblemente, la mayor familiaridad del consumidor con las marcas del distribuidor, el cambio de actitud favorable hacia éstas, la disponibilidad de la tecnología, y por qué no, la crisis económica internacional que afecta a las economías domésticas, pueden ser factores explicativos de este éxito. El escaso número de trabajos que tratan de explicar las razones de aceptación de estas marcas en productos duraderos nos ha llevado a plantear si las …

Organizational Behavior and Human Resource ManagementStrategy and ManagementEconomics Econometrics and Finance (miscellaneous)BUSINESS ADMINISTRATION AND BUSINESS ECONOMICSfamiliaridadactitud y satisfacciónBusiness and International ManagementACCOUNTINGmarca de distribuidor intención de compra productos duraderos familiaridad actitud y satisfacción store brand purchase intention durable goods familiarity attitude and satisfactionMarketingintención de comprapurchase intentiondurable goodsfamiliarityECONOMICSM30ORGANIZATIONAL BEHAVIOR AND HUMAN RESOURCE MANAGEMENTBUSINESS AND INTERNATIONAL MANAGEMENTattitude and satisfactionstore brandjel:M30marca de distribuidorIndustrial relationsBusiness Management and Accounting (miscellaneous)productos duraderosINDUSTRIAL RELATIONS AND LABORMARKETINGSTRATEGY AND MANAGEMENTFinanceCuadernos de Gestión
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What you see is what you get? Measuring companies' projected employer image attributes via companies' employment webpages

2021

Information on a company's employment webpage sends signals about the employer image the company intends to project to applicants. Nonetheless, we know little about the content of recruitment signals sent via company employment webpages. This study develops a method to measure companies’ projected employer image attributes based on their employment webpages. Specifically, we analyze companies’ projected employer image attributes by applying computer‐aided text analysis (CATA) to the employment webpages of 461 Fortune 500 companies (i.e., more than 11,100 individual pages). Our results show that projected employer image attributes remain relatively stable over time. Moreover, we find relativ…

Organizational Behavior and Human Resource Managementcontent analysisCATAStrategy and Managementemployer brandingAdvertisingemployer imageddc:Image (mathematics)Content analysisManagement of Technology and Innovationddc:650Web pageEmployer brandingSPECIAL ISSUE ARTICLE ; SPECIAL ISSUE ARTICLES ; CATA ; content analysis ; employer branding ; employer image ; third party employment brandingPsychologythird party employment brandingApplied PsychologyHuman Resource Management
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