Search results for "Brandi"

Hybrid Work: Gen Z Expectations and Internal Employer Branding Implications

2022

Gen Z – also known as ‘Generation Z’ or ‘iGeneration’ born between 1997 and 2009 – has been hit the hardest by the pandemic and remote work. Whilst the global workforce will include nearly 27% of Gen Z by 2025, it appears essential to address their needs and preferences. This chapter provides new Gen Z white-collar workers’ insights hitherto scarce in research – comparably to those of Gen Z students – to help understand how to motivate, engage, and develop them. In particular, Gen Z's values and expectations for hybrid work emerge from 15 qualitative online interviews leveraged to advance recommendations to enhance internal employer branding – that is branding intended for the organisation’…

Politiskā zīmola veidošana – partiju un kandidātu centrētas pieejas Latvijā

2021

Ar politiskās zīmolvedības palīdzību dažādas partijas var izcelties attiecībā pret saviem sāncenšiem un efektīvāk veidot attiecības ar saviem vēlētājiem. Politiskajā zīmolvedībā tiek izmantotas partijas un kandidāta centrētas pieejas. Latvijas politiskajām partijām ir raksturīgs augsts mainīgums – tām ir īss mūžs un uz katrām vēlēšanām tiek dibināti jauni politiskie spēki, kā arī vēlētāji savā balsojumā ir nepastāvīgi. Šādā situācijā politiskā zīmolvedība var palīdzēt partijai konkurēt ar saviem sāncenšiem. Maģistra darba pētījuma ietvaros tika veiktas padziļinātās intervijas ar politiķiem un ekspertiem, kuri ikdienā nodarbojas ar politisko partiju komunikācijas īstenošanu. Pētījumam tika u…

Art branding i jego rola w działalności muzeum - na przykładzie Muzeum Uniwersytetu Opolskiego

2018

This paper discusses the question of building the awareness and strengthening the positive image of the brand of the Museum of Opole University in the local community. The main goal is to become familiar with the process of evoking in visitors’ minds certain associations and emotions unambiguously identified with a positive image of the brand of the Museum and the University. A separate section has been dedicated to the analysis of the relationship between the historic building of the Collegium Maius, where the Museum is located, and the exhibition space endowed with the proper graphic layout referring to the history and culturally active role of the University. The paper discusses the form…

Latvijas zīmolrade Eiropas Savienībā

2019

Pētījumā analizēts institūciju ieguldījums Latvijas zīmolradē. Valsts zīmolrade ir process, ar kura palīdzību var radīt, novērtēt, pārvaldīt un uzraudzīt valsts tēlu. Galvenās institūcijas, kas atbild par Latvijas tēla veidošanu, ir Latvijas Institūts un Latvijas Investīciju un attīstības aģentūra. Pētījuma mērķis ir, pamatojoties uz teorētiskās literatūras un gadījuma analīzi, izpētīt, kā institūcijas Latvijā veicina Latvijas zīmolradi. Darbā autore atklājusi un analizējusi zīmola fenomenu, valsts zīmolrades koncepta izcelsmi un pašu konceptu, veikusi gadījuma analīzi, izmantojot dokumentu analīzi un Latvijas Institūta izveidoto simtgades informatīvo materiālu “Latvia 100 snapshot stories”…

Modelli colturali sostenibili per le produzioni orto-floro-frutticole di qualità

2008

Il concetto di sviluppo sostenibile si è articolato nel tempo, integrando l’idea di sviluppo socialmente accettabile e compatibile con il mantenimento degli equilibri ecologici e la economicità dei processi produttivi. La salvaguardia dell’ambiente e della salute umana, l’uso razionale delle risorse naturali e degli input tecnici, il mantenimento di elevati e stabili livelli economici di crescita ed il rispetto dei principi di equità sociale, sono i paradigmi della sostenibilità dei processi produttivi, anche in agricoltura. In un contesto di economia globalizzata, che di fatto ha creato le condizioni di estremo disagio delle economie agricole più deboli e che comunque ha reso più aleatorie…

An empirical assessment of employer branding as a form of sport event sponsorship

2019

Purpose. The purpose of this paper is to expand and test Backhaus and Tikoo’s (2004) employer branding (EB) conceptual framework from the perspective of internal EB in a sport event sponsorship context. Design/methodology/approach. This study developed a set of hypotheses, which were tested in the context of a business-to-business multinational organization’s sport event sponsorship project. Empirical data were collected from 716 employees of the case company after the sponsorship project was complete. Findings. The results support all the hypotheses and reveal that a sport event sponsorship project can act as a means to achieving EB goals in the investigated context. Research limitations/i…

Food Packaging. Narrazioni semiotiche e branding alimentare

2022

Analysing food packaging means discovering its narratives, the ways in which a culture thinks about it. To analyze how brands speak to consumers through packaging is to delineate the type of consumers that brand is targeting. Packaging is one of the elements of the branding process and is also one of the texts through which a certain culture thinks about and reflects food, dietetics, health, taste, and nutrition.

Brand Alliances: a Network Perspective with application to the fashion industry

2021

A NETWORK PERSPECTIVE ON CO-BRANDING CAMPAIGNS: EVIDENCE FROM THE FASHION INDUSTRY

Co-branding strategies have attracted increasing attention in the academic community over the last decades. Previous research privileged the analysis of co-branding campaigns by studying dyadic relationships between brands. Here, we take a network view to highlight the influence of the single companies' co-branding portfolio on partnership formation. From a theoretical perspective, the studies on co-branding analyze the process through which partner brands send a "signal" to consumers. Here, instead, we propose to look at partner selection as a process in which a signal, namely, the portfolio of previous co-branding campaigns, is sent from one brand to the others. In particular, we focus on…

Personal branding or employee advocacy : expert's use of social networking site

2017

This paper deals with social media in building experts’ professional images. In the theoretical part, online communities are discussed in the light of the paper’s topic. The study relies on technological adoption models, and in particular, the UTAUT (Unified Theory of Acceptance and Use of Technology) 2 model. In the empirical part, the use of LinkedIn was analyzed as the major tool for professional networking. Our research results suggest that the use of LinkedIn has been initiated mostly by invitation or encouragement of another user. Only in rare occasions, self-branding was reported as the primary motivation to register into LinkedIn. Self-presentation was improved in the process of usi…