Search results for "Brandi"

Exploring multisensory place experiences through cruise blog analysis

2019

Consumers' brand heritage experience: between acceptance and resistance

2020

International audience; The literature dedicated to heritage experience and brand heritage defends the idea that it is a source of significant value creation for consumers and brands. By contrast, the aim of this article is to propose a more complete view of the consequences of the heritage strategy for brands and consumers by exploring how consumers perceive a brand heritage experience and by identifying potential resistances that may emerge during their visits. In consequence, this research examines the features of a brand heritage experience through extended case studies in two brand museums with narratives of 47 visitors. By unpacking a brand heritage experience, the study highlights it…

‘The Great War’ in the Auto-Making Industry. Banal Nationalism and Symbolic Domination and Country-of-Origin Effect in Consumer Culture

2020

In spite of ongoing economic globalization, country-of-origin effect (COO) still remains crucial for corporate marketing and advertising strategies in consumer markets. Such nationalism has now com...

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…

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…

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…

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…

Creating a National Brand for Finland: "Consider It Solved!"

2014

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...

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…