Search results for "Advertising"
showing 10 items of 680 documents
The Use of Geomarketing to Promote Personal Branding
2017
This document aims to show how teachers can make their mark in the territory through the appropriate use of their personal brand and geomarketing techniques, with the example of the author, and how this methodology can be transferred to students in their connection with the professional world. It is a process of structuring and decentralization of personal branding in the territory, linking physical space with online space and where geography acquires a new integral dimension through SoLoMo methodology (Social, Local, and Mobile).
Public versus private broadcasters’ management
2014
Purpose – The purpose of this paper is to prove the existence of significant differences between private and public corporate credibility antecedents and effects. Design/methodology/approach – Totally, 816 Spanish viewers’ valuations were obtained (408 for the public television network and 408 for four private first generation broadcasters). Results show that some corporate reputation antecedents (perceived quality) and effects (attitudes) are stronger when private broadcasters are considered. Findings – Result show that proposed credibility reputation antecedents and effects are significant and that some differences between private and public entities really do exist. Research limitations…
Linking Online Marketing Practices in Romania to Global Trends
2018
The very fast online transformations cause rapid changes in consumers’ behavior and, implicitly, the need for businesses’ adaptation to market trends and wants. We are now at that moment when a business’s survival and development essentially depend on understanding the importance of marketing and on adjustment to online marketing trends like ultimate elements in bringing its success. Thus, online marketing is a business culture, an entrepreneurial mindset in all over the world, for each type of business. This paper aims to give an overview on Romanian online advertising market by presenting data, trends, and main players. Many recent studies showed that the online is in a growing process, a…
Social representations and brand positioning in the sporting goods market
2013
Abstract This paper examines the use of social representations as a strategic tool to understand better and measure how consumers arrive at their identification of brand positioning (legitimacy and differentiation) in the brand's market. By considering the market as co-produced by brands and consumers (‘B&C approach’), this study classifies free-word associations connected to the brands into units of meanings, which constitute the core of a brand's market. We applied this tool to the four main brands in the French sporting goods market (i.e., Nike, Adidas, Reebok and Puma). Results show that the differentiation of brand positioning depends on legitimate elements of the market, such as adver…
The Legitimacy of the Media Industry – What do Advertisers Expect?
2013
AbstractAs the media industry is globally affected by changes, we fill a gap that exists in understanding stakeholders’ expectations about the future of media by examining the perceived legitimacy of the media industry through advertisers’ expectations. Expectations contribute to stakeholder assessments and behavior, and unmet expectations may hinder organizational legitimacy. The qualitative study consisted of interviews of the 10 biggest media advertisers in Finland and social media observations. The results show that both traditional and new expectations may pose threats to the legitimacy of media, calling the industry to engage the central stakeholders in future planning and scenarios.
The Influence of the Congruence Between Brand and Consumer Personality on the Loyalty to Print and Online Issues of Magazine Brands
2012
An important development in the theory of brands has been the concept of a brand personality as part of the brand image. The construct of congruence relates the personality of brands to the self-concept of consumers. It is assumed that congruence between the recipient's perception of his or her own personality and his or her perception of the brand personality leads to a higher degree of loyalty. The congruence construct has been proven to be a loyalty-promoting factor in various studies for consumer good brands. Whether the influence of congruence also exists with regard to media brands has, however, not yet been examined. As a step to close the gap, this research explores the effects of c…
International place branding through sporting events: a British perspective of the 2008 Beijing Olympics
2012
International audience; The goal of this study is to examine if hosting major sporting events represents a relevant strategy to brand a place ‘internationally’ through brand association transfer and to identify whether or not it should be seen as co-branding process. Based on social representation theory and an abductive research strategy, a survey was carried out among British citizens to identify their opinions about the Olympic Games and the city of Beijing following the organisation of the Games in August 2008. The content and the structure of the social representations were analysed and then compared to determine whether or not a double transfer of associations occurred between the pla…
Key drivers of services website loyalty
2014
The ease of website comparison and strong price competition encourage users to constantly switch tourism service providers. The present work analyses how satisfaction, trust, and commitment can help to strengthen loyalty towards websites selling accommodation services. Moreover, special attention is paid here to evaluate the moderating effects of gender on the relationships between these variables. Structural equation models were used to test the hypotheses on a sample of 230 Mexican Internet users, online purchasers of tourist accommodation services. The results show significant differences between men and women's post-purchase behaviour with a higher influence in women of trust on commitm…
Event‐brand transfer in an entertainment service: experiential marketing
2013
PurposeOne of the channels a brand can use to create experiences is events. The brand promoting the event and its sponsors can obtain various benefits in the form of brand image, personality and notoriety. The main aim of this research is to evaluate the effects that experiencing an event has on experience with the promoting brand.Design/methodology/approachThe study analysed the musical event MTV Winter Festival 2010, considering the opinion of 127 attendees to discover the impact of experiencing the MTV entertainment television channel event in three areas: improved brand experience, improved brand personality and increased brand reputation. EQS was used to test the proposed model.Finding…
Signaling through the 2008 Beijing Olympics—Using Mega Sport Events to Change the Perception and Image of the Host
2011
Abstract This paper provides an analysis on internet news reports about the Beijing Olympics 2008 and how China signaled throughout the event to external target groups. The analysis shows how the geographical areas China, USA, Europe and the “Rest of the World” perceived the Games. The results were interpreted regarding the principal agent theories' signaling to reduce information asymmetry for business and tourism and costly signaling to generate symbolic capital. Seven hundred and forty news reports were collected between 1 July and 30 September 2008, using Google Alerts with the keywords “Olympic Games Beijing 2008”. The reports were analysed with a quantitative content analysis using a …