Search results for " brand"

Tourism and Social Networks: Sicily brand image diffusion through electronic word of mouth (EWOM) on Facebook

2013

Measuring consumer brand engagement on social media with annoyance as a moderator

2017

Consumer brand engagement (CBE) is indisputably an emerging topic in the marketing literature, yet the amount of research on its antecedents and outcomes is limited. Besides academics, it has also gained traction among practitioners who have started to experiment with new methods to engage consumers with their brands. Most of these marketing efforts have started to take place in social media, as the number of consumers who can be reached with services such as Facebook, Instagram or YouTube is increasing exponentially. While the corporate investments in social media are increasing, many marketing practitioners have trouble reaching the positive outcomes of consumer brand engagement suggested…

Country images and identities in times of populism: Swiss media discourses on the ‘stop mass immigration’ initiative

2020

The construction of certain country images and identities is traditionally studied in relation to public diplomacy, strategic communication and nation branding practices of state and non-state actors. However, we notice the increased instrumentalization of country images and identities in debates on issues beyond strategic promotional practices, such as those articulated around elections, referendums or migration. We analyse how Swiss media constructed Switzerland's image and identity in the debate following the 2014 referendum on ‘stop mass immigration’ initiative, in times of populism, a communication phenomenon and ideology discursively articulated by political and media actors. Thus, w…

Employer branding as a form of sport event sponsorship : the case of a multinational industrial firm

2017

The growth of new industry sectors and the ascent of burgeoning economies have increased competition between companies to secure a skilled workforce. To ensure competitiveness in these rapidly changing markets, companies have striven to build successful branding strategies. Although employer branding is becoming a popular trend in the world of practicing managers and scholars, perspectives are still evolving. The purpose of this study was to examine the effectiveness of employer branding from the perspective of a business-to-business (B2B) multinational company´s (thereafter, “the case company”) current employees. In this study, a sport sponsorship project acted as an employer branding acti…

How do brand personality, identification, and relationship length drive loyalty in sports?

2016

Purpose – The purpose of this paper is to extend brand identification theory to the sports team context by testing the direct and indirect effects of a sports team’s personality, sports fans’ identification with the team, and the effect of the length of fans’ relationship with a team on their loyalty to it. Design/methodology/approach – The authors conducted a quantitative study among ice hockey fans of one Finnish hockey team before play-off games. Data came from an online questionnaire generating 1,166 responses. Findings – The authors find that: first, identification with a team mediates the effects of brand personality on attitudinal loyalty and behavioral loyalty; second, brand person…

How can perceived consistency in marketing communications influence customer-brand relationship outcomes?

2020

Abstract This paper examines the impact of perceived consistency in marketing communications on customer–brand relationship outcomes. The perception of consistent message and image through different marketing communication tools is one of the basic principles of the integrated marketing communications (IMC) approach. Although literature suggests that IMC might have an influence on customer–brand relationship outcomes, empirical evidence that supports this assumption is still weak and inconclusive. Three main brand relationship outcomes are established for the purpose of the study, i.e. trust, commitment, and loyalty. The relationships between perceived communication consistency and brand ou…

Does CSR Enhance Employer Attractiveness? The Role of Millennial Job Seekers' Attitudes

2017

Corporate social responsibility (CSR) has become increasingly important in labor market communication. To express organizational identity, reinforcing commitment to sustainable development and stakeholder engagement, organizations report their CSR activities. The impact of a company's employer branding (EB) strategy depends on how information recipients interpret corporate messages. Therefore, we assume that job seekers may show diverse attitudes toward CSR. The extant literature has hardly explored the interplay between CSR, EB, and job seekers' attitudes, so we identify a relevant research gap to be tackled. The aim of this paper is to examine how millennial job seekers' attitudes toward …

Conspicuous Consumption in Emerging Markets: The Case of Starbucks in Colombia as a Global and Sustainable Brand.

2021

Conspicuous consumption symbolizes ostentatious and material consumption through the purchase of products and services with a higher economic value and that allows their consumers to excel socially. However, conspicuous consumption often does not represent social and environmental values, because their products are often not characterized by being made through sustainable processes. United Nations, through its sustainable development agenda, invited companies to be aware of the social and environmental problems of the world and to be able to generate strategies that can be sustainable over time and allow the growth of both the company and society in general. This study analyses the case of …

Reframing a Damaged Regional Brand on a Global Scale through Cultural and City Diplomacy - the Case of Sicily under a Dynamic Performance Governance …

2020

A Textual and Visual Analysis of the Intrinsic Value Dimensions of Romania: Towards a Sustainable Destination Brand

2020

This work examines the projected image of Romania as an emerging tourism destination. Computed content-analysis was applied to the photos, text and video materials promoted online in Romania&rsquo