Search results for "Branding"
showing 10 items of 112 documents
Influence of Social Media on Corporate Heritage Tourism Brand
2017
Heritage tourism is an established research canon. However, corporate heritage tourism is an emerging research stream that integrates the heritage tourism canon and corporate brand attributes. This study, utilising a conceptual approach and proposing a conceptual model, explicates the role of social media (marketer and consumer-generated media) in fostering a sense of community among the corporate heritage tourism brand adherents and visit intention among members of the community. In addition, this study incorporates social identity theory to dilate group dynamics and to foster strong feelings and sense of identity among its community. peerReviewed
Le decisioni di co-branding: un'analisi ragionata della letteratura e nuovi percorsi di ricerca
2021
Abstract Obiettivi. Una decisione fondamentale nell’ambito del marketing strategico riguarda l’associazione di due brand per la promozione di un unico prodotto. Per questa ragione, non sorprende che, negli ultimi decenni, gli studi internazionali abbiano ampiamente esplorato gli antecedenti della decisione di co-branding nonché le differenze in termini di risultati tra i due brand alleati. L’ampio numero di studi sul co-brand, le molteplici prospettive teoriche e approcci empirici fanno emergere l’opportunità di riassumere lo stato dell’arte sul co-brand e, facendo leva sui risultati, presentare una agenda strutturata per futuri studi. Metodologia. Sviluppiamo un’analisi sistematica della l…
Visitor’s Motivational Framework and Wine Routes’ Contribution to Sustainable Agriculture and Tourism
2022
Wine Routes develop inside the larger context of wine tourism (WT), which is increasingly important for rural communities. Italy is one of the most important countries in the world for wine production and tourism. Sicily is one of the leading regions in Italy for wine production and wine tourists. This study focuses on the Sicilian wine routes (SWRs) and gives an excursus of their development during the last ten years, highlighting strengths and weaknesses. Moreover, the study wants to make an attempt to bridge the existing gap in the literature and highlight the nature and extent of the contribution of the SWR to the development of the WT ‘product’ from the perspective of the increasingly …
Personal branding, redes sociales e influencers
2021
Desde la irrupción de Internet y las nuevas tecnologías de información, el personal branding ha experimentado una evolución sin precedentes gracias a la inmediatez que ofrecen las redes sociales y la comu nicación 2.0. El proceso de creación de la imagen personal adquiere una relevancia cada vez más notoria siendo una herramienta de comu nicación utilizada tanto por las empresas como por los usu arios de redes sociales, en especial por parte de los influencers que ejercen una influencia directa entre los consum idores. La investigación presentada describe la importancia que ha tenido Internet, y en particular plataformas como los blogs y las redes sociales como Instagram, en lo que tiene qu…
Emotional shops
2008
Nowadays, shops are not anymore places for consumption but micro-worlds of individual and social life. Selling acquires many and various meanings and the shopping center becomes a cultural and spiritual center. The choise of a brand is not anymore a choise of consumption but a lifestyle. Many elements concur in defining the communicative strategies of selling (complex corporate image [1]): advertising, logo, marketing, design of objects, shop windows, promotional events. And all of them seem to become values of life: claim is a motto (“Impossible is nothing” by Adidas); the logo is an identification mark for the consumer-customer (‘swoosh’ by Nike is tattooed on the skin); the testimonials …
Turning Right/Turning Left? : A Neoclassical Socioeconomic Query of the Arts Signaled by Museum and Branding in Finland
2016
ABSTRACTThe Guggenheim Helsinki Plan indicated a wishful turn of the arts and culture in Finland from the socio-democratic tradition of a welfare society towards a further neoliberalism. Following the Finnish historical timeline and from a museological viewpoint, this article reviews how national identity was built through the arts, which later integrated into formal and informal education to enhance human capital. This instrumental view now promotes the idea of useful art to fuel an innovation economy of advanced technology. Considering embarking on the intricate platform of arts, economics, and finance through Guggenheim, rethinking the contemporary art market mechanism may prove to be be…
Main factors of emotionally attached customers in retail banking of Latvia
2019
How the banking strategy in Latvia is changing? How can banks increase the number of active clients? Are banks in Latvia focusing to attract new clients or prefer to work with the existing client portfolio? How can the retail banking sector in Latvia impact the customer loyalty? The regulation developed by the Basel Committee and the regulations of The Financial and Capital Market Commission impacted the number of banks in Latvia and the number of active clients in retail banking. Latvian banks are getting more flexible in customer services and actively working to increase customer loyalty. If previously banks actively attracted the new clients to increase the number of customers, now banks…
Linking employer branding orientation and firm performance: Testing a dual mediation route of recruitment efficiency and positive affective climate
2019
Faced with competitive labor markets, firms increasingly use employer branding to build a qualified workforce and engage their employees. However, our understanding of the impact of employer branding orientation on firm performance and the theoretical firm‐level mechanisms underlying this potential impact is very limited. To address this gap, we integrate brand marketing theory with human resource management (HRM) research to develop a model explicating how employer branding orientation is linked to firm performance through a dual route by enhancing both recruitment efficiency (i.e., external route: applicants) and positive affective climate (i.e., internal route: incumbent employees). The …
Country branding in export promotion : case Food From Finland
2017
Globalisaation myötä mielikuvat eri maista vaikuttavat kasvavassa määrin kuluttajien jokapäiväisiin valintoihin ympäri maailmaa. Edistääkseen positiivista mielikuvaa, useat maat tekevät maabrändityötä, joka ulottuu matkailumarkkinoinnista vienninedistämiseen ja ulkomaisten investointien houkuttelemiseen. Tämän tutkimuksen tavoitteina oli valottaa suomalaisten elintarvikeviejien suhdetta kotimaansa maabrändiin sekä tarkastella vientiyritysten ja vienninedistämistoimien roolia maabrändin kehittämistyössä. Tutkimuksen kohteena on Finpron elintarviketeollisuuden vienninedistämisohjelma Food From Finland ja tutkimuksen empiirinen aineisto koostuu kahdeksasta laadullisesta yrityshaastattelusta. T…
Branding a family business
2016
This master’s thesis main object was to understand better the very little researched topic: branding a family business. The main aim was to seek the values used behind family business that are the family values used in the brand and how the branding has been implemented in a family company. A qualitative method was chosen for this research for an interpretative analysis of the subject. Five family companies were chosen for the interviews. All these family companies are known Finnish companies which have a great brand and can be defined as true family businesses from their ownership and governance. Before the interview, all interviewees were given a questionnaire which was formulated based o…