Search results for "Branding"
showing 10 items of 112 documents
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 …
The cultural hegemony of the global places: between relegation and the local claim. The case of Valencia
2015
El artículo que presentamos tiene por objeto abordar cómo la hegemonía del glolugar, en tanto que figura paradigmática de los procesos urbanos neoliberales, ha implicado un determinado modelo de política cultural que hemos podido singularizar en el caso de la ciudad de Valencia y la Ciudad de las Artes y de las Ciencias. La hegemonía cultural del glolugar no se puede entender sin enmarcarla en una tendencia global como es la extensión del urbanismo neoliberal, la ciudad es concebida como una entidad competitiva inmersa en un espacio global que promueve el mercado y la mentalidad emprendedora a través de nuevas prácticas de la gestión pública. En el caso de Valencia, el proyecto de ciudad ne…
Uzņēmējdarbības paplašināšana starptautiskā līmenī: zīmola veidošanas procesi un kompānijas "British American Tobacco" zīmola stratēģijas
2018
Globālo tirgu raksturo vairāki vietējie un starptautiskie produkti, kas nemitīgi cīnās par vietu un lietotāju atzinību, tāpēc nevar novērtēt par zemu globālās zīmolu popularizēšanas nozīmi. Uzņēmumiem ir jāreklamē savi produkti globālā mērogā, izmantojot dažādus efektīvus mediju un izplatīšanas kanālus. Jāuzver, ka dažādus kanālus izmanto uzņēmumi, kas iziet starptautiskajos tirgos, kas, savukārt, ir noteicis globālās zīmolu popularizēšanas stratēģijas, kas ir spēkā uzņēmumā. Kad uzņēmumi izlemj paplašināties starptautiskā līmenī, izvēloties tirgus stratēģijas, būtiska loma ir standartizācijai un adaptācijai. Tad rodas jautājums, kā uzņēmumi kontrolē un uzrauga zīmola veidošanas procesus da…
Mārketinga vadības metožu izmantošana Latvijas pašvaldībās
2015
Elektroniskā versija nesatur pielikumus
Ģeometrisko zīmju un to uztveres semiotiska analīze latviešu zīmolos
2016
Ģeometriskās zīmes bieži tiek izmantotas zīmolvedībā un šķiet esam daļa no arhetipiska koda kultūras mantojuma pamatā, kas veido identitāti, tādēļ šī pētījuma mērķis ir izpētīt ģeometriskā raksta lomu valodas fenomenoloģijā, aprakstīt to kā zīmju sistēmu un veikt kvalitatīvu desmit Latvijas zīmolu, kuru logotipos ietvertas ģeometriskas zīmes, uztveres analīzi, lai noteiktu, ciktāl grafiskās zīmes iemieso zīmola vēstījumu saskaņā ar zīmolvedības, apziņas un modelēšanas sistēmu, kā arī ģeometriskā raksta un krāsu koda teorijām un interpretācijām. Zīmolu un pilotaptaujā iegūto datu semiotiska analīze liecina, ka ģeometriskās zīmes rosina daudzslāņainu sarunu par zīmola vēstījumu balstītu zīmes…
Overcoming resistance to product rebranding
2015
Purpose – The purpose of this article is to understand how and why consumers resist or accept product rebranding. It seeks to identify and to quantify the drivers of attitudes toward this marketing practice to guide marketing managers in the execution of an effective changeover. Design/methodology/approach – The research is conducted in three stages. First, a qualitative study is run among 45 consumers to identify variables that might influence attitudes toward product rebranding. Second, a review of literature on the emotion of surprise is carried out to specify the relationships between the variables previously identified and to formulate hypotheses. Third, a quantitative study is conduc…
How does sponsorship of a high-involvement sports event mark the sponsor brand? An application to public institutions
2020
The study examines brand awareness, recall and bonding between the brand and the sponsored event, event involvement, value and the reputation of the institutional brand, as well as the perception among local attendees, using the Trinidad Alfonso Marathon celebrated in Valencia (Spain). A sample of 507 attendees (runners and viewers) was obtained and the results showed the relevance of the transfer of the perceptions of the sponsored activity to the institutional brand. Also, it was found that the type of event participation, the gender and the exposure determine different responses. The findings reveal a series of implications for brand managers in the public administration domain regarding…
The Value of Brand Equity
2013
Abstract This paper aims to be a brief presentation of brand equity as a provider of strategic advantages for companies that own brands. Successful management of a brand must be focused on values capitalization so that these attributes could represent a natural extension of general perception. The stated goal of any brand manager is to strengthen the brand values so that they may be easily recognizable and identifiable to the public.
Branding4Resilience: Explorative and Collaborative Approaches for Inner Territories
2022
This article analyzes inner and marginal territories in four Italian peripheral contexts by first discussing some of the results and future steps of the “B4R Branding4Resilience” research project, funded by the Italian Ministry of Research from 2020 to 2023. The overall research is based on three phases: (1) the exploration phase to analyze socio-economic data and territorial dynamics; (2) the co-design phase involving local actors to develop ideas for a selected pilot case; (3) the co-visioning phase where a future transformative perspective for the whole area was shared with the institutions. The article focuses on phase 1 and presents some first results achieved by the application of a m…
A study on The Factors Affecting Merger and Acquisition Decision In Nepalese Banking Sector
2016
Master's thesis Business Administration BE501 - University of Agder 2016 The main purpose of this study is to find out the factors that would lead to making decision regarding going for merger and acquisition among the banks in Nepalese banking sector. This thesis finds out various factors that would affect merger and acquisition decision in banking sector based upon previous studies, and tries to check whether these are significant in case of Nepalese banking sector or not. Four theories: neo-classical, agency, behavioral and resource dependency; have been taken into consideration for purpose of finding out factors affecting decision to go for merger and acquisition. Based upon the previou…