Search results for "equity"
showing 10 items of 399 documents
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…
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
Strengthening Relational Ties and Building Loyalty Through Relational Innovation and Technology: Evidence from Spanish Hotel Guests
2019
Smart tourism relies on the ability to collect enormous amounts of data and intelligently store, process, combine, analyse and use big data to inform business innovation, operations and services. Companies are becoming aware of the potential of analytics and big data and the need to invest in technology to remain competitive. Most of the research on big data, technology and innovation in tourism focuses on the firm’s perspective, paying scanty attention to customers’ perceptions. The present chapter aims to analyse the impact of hotel relational innovation and technology on brand equity and hotel-guest relational ties and customer loyalty. This objective has been pursued in quantitative res…
Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment
2016
The development of customer-based brand equity plays a critical role in tourism. This paper attempts to study which variables contribute to brand equity creation and to examine whether brand loyalty can be considered as a consequence of brand equity in the hotel context. In addition, it seeks to provide a more detailed insights into possible asymmetric effects among customer-based brand equity and its drivers and consequences. Four constructs are found to influence significantly brand equity: two perceptual (image and perceived quality) and two relational variables (trust and affective commitment). Additionally, both behavioural and attitudinal components of loyalty are confirmed as brand e…
Cosmetics Brand Equity Formation in Awareness of Latvian Consumer
2021
Creation of strong brand and increment of brand’s equity in the market is main goal of business. Usage of brand equity concept allows brand owners to sell branded products at higher price, gain greater market share, better promote products in the market, penetrate in market more easily, acquire more loyal consumers, improve effectiveness of marketing communications and enlarge product lines more successfully. Therefore for last 20 years brand’s equity conception, that consists from financial and consumer perceived brand’s equity, has become increasingly actual. It is also important task for brands in Latvian cosmetics market, because market itself is strongly saturated, highly competitive, …
Product Placement in Video Games as a Marketing Strategy: An Attempt to Analysis in Disney Company
2011
What is the best marketing strategy in video games? The literature is not unanimous in upholding the best strategy. Researchers investigating advertising effectiveness disagree on the value of product placement in video games and the methods firms should use with product placement strategies. The state of the question now must figure out the dichotomy between two perspectives: to identify the differences in the effectiveness of product placement in video games when using “traditional placement approaches” compared to the “branded entertainment approach”. The “traditional approach” to product placement in video games involves the product appearing as a visual object that is passive, used by …
Crowdfunding in Europe: Between Fragmentation and Harmonization
2020
AbstractThe European crowdfunding market is growing rapidly, especially in continental Europe. At the same time, cross-border activities are still constrained. Fragmented markets, especially caused by differences in regulation, are an obstacle to growth of crowdfunding platforms. The European Union introduced the European Crowdfunding Service Provider (ECSP) Regime in 2019. This harmonized regime applies to crowdfunding platforms intermediating equity and debt investments between businesses and retail investors. This chapter discusses evidence on the fragmented nature of the European crowdfunding market, while presenting the ECSP directive, as a critical regulatory initiative towards harmon…
Does Capital Structure Influence Company Profitability?
2017
Abstract Every company has a different structure of balance sheet. Some of the companies have more liabilities than equity. Considering the industry or debt-to-equity ratio, the balance sheet structure affects the company profitability measured by DuPont system. The main objective of the paper is to analyze the structure of balance sheet and to identify some optimal levels in order to increase company profitability. The DuPont returns like ROA (return on assets) and ROE (return on equity) will be used to measure the company profitability, while the debt-to-equity ratio will be used as a measure (reflection) of capital structure. The samples consist on the most profitable non-financial compa…
La relation capital - investissement dans les firmes industrielles et commerciales
2000
Après avoir mis en évidence les particularités du capital-investissement, relativement à la finance d'entreprise traditionnelle, et procédé à son analyse dans le cadre théorique de la finance organisationnelle, cet article s'intéresse successivement au comportement des investisseurs dans la phase pré-contractuelle puis aux relations prévalant entre les parties après la mise en place du financement. Ces deux derniers points permettent respectivement de montrer les spécificités de ce type d'investissement dans les phases de sélection et d'évaluation de projets, et d'aborder successivement les aspects relatifs à la gestion a priori des risques moral et patrimonial, le contrôle courant et ex po…
Beyond Subsidies: A Study of Sustainable Public Subordinated Debt in Spain
2019
Evidence from business shows that small- and medium-sized enterprises (SMEs) are fragile. They suffer from a high mortality rate that primarily owes to difficulties in securing financing as a result of major information asymmetries. Despite these difficulties, SMEs provide the economic backbone of all economically developed countries. Aware of the key role of SMEs in national economic stability and of the financial problems that SMEs face, governments have designed a range of financial and tax measures to protect them. These financial measures include a highly specific form of public financing called subordinated debt. This concept refers to debt with the lowest credit seniority, just befor…