Development of a ‘green IT brand image sustainability model for competitive advantage’

2022 ◽  
Author(s):  
Anamica Singh ◽  
Meenakshi Sharma
Keyword(s):  
Competitive Advantage ◽  
Brand Image ◽  
Green It ◽  
Sustainability Model

University brand image as competitive advantage: a two-country study

2019 ◽  
Vol 33 (2) ◽  
pp. 234-251
Author(s):  
Swati Panda ◽  
Satyendra C. Pandey ◽  
Andrea Bennett ◽  
Xiaoguang Tian
Keyword(s):  
Service Quality ◽  
Competitive Advantage ◽  
Student Satisfaction ◽  
Brand Image ◽  
Mediating Effect ◽  
Three Dimensions ◽  
Content Type ◽  
University Reputation ◽  
The Usa ◽  
University Brand

Purpose Given the competitive landscape in the higher education setting, it is important that universities adopt strategies that create competitive advantage for them. Universities must leverage their resources efficiently to address this goal. Creating a positive brand image is one such strategy. The purpose of this paper is to conceptualize university brand image as its heritage, service quality and trustworthiness and investigate their relationship with student’s satisfaction. It also investigates the role of university reputation as a mediating variable. Design/methodology/approach Data were collected through a mixed method approach. The first stage involved qualitative interviews and focused group discussions with students to understand the factors responsible for student satisfaction with their respective universities. The second stage involved administering a survey questionnaire in two geographies – the USA and India to investigate the hypothesized relationship. The authors use regression analyses to test these relationships. Findings Findings indicate that a distinct brand image plays an important role in students’ level of satisfaction across both the USA and India. Service quality has a greater impact on student satisfaction levels across both contexts (as compared to university heritage and trustworthiness). The authors also find a positive mediating effect of university reputation in the relationship between university brand image and student satisfaction levels. Originality/value The current research contributes to the services marketing literature in the university context. It offers a framework for decision making in universities. It suggests that universities must work toward developing their brand image by focusing on its three dimensions – heritage, trustworthiness and service quality.

Green IT Capability and Firm's Competitive Advantage

2014 ◽  
Vol 5 (1) ◽  
pp. 41-49
Author(s):  
Rabiah Eladwiah Abdul Rahim ◽  
Azizah Abdul Rahman
Keyword(s):  
Information Technology ◽  
Competitive Advantage ◽  
Process Management ◽  
Pollution Prevention ◽  
Green It ◽  
Resource Based View ◽  
Product Stewardship ◽  
It Capability ◽  
Business Operations ◽  
Green Information Technology

The concept of Green Information Technology (Green IT) has been widely discussed in recent times, but the question of how a firm can afford to implement Green IT in both IT and other business operations has yet to be examined. In addition, the question of whether Green IT has made any significant contributions towards competitive advantage in organizations has not yet been studied. This study attempts to bridge this gap by viewing Green IT capability from the lens of Natural Resource-Based View. The two constructs derived from this theory, namely, as pollution prevention and product stewardship are discussed in this paper. Its application is extended into the IT context with reference to Green IT literature. This occurs among an early review of the utilisation of these constructs particularly for Green IT process management. The implications of the outcome of this study, both for the IS researchers and for the practicing managers, are discussed.

An Introduction to the Green IT Balanced Scorecard as a Strategic IT Management System

2011 ◽  
pp. 126-152 ◽  
Author(s):  
Yulia Wati ◽  
Chulmo Koo
Keyword(s):  
Competitive Advantage ◽  
Balanced Scorecard ◽  
Environmental Sustainability ◽  
Business Strategy ◽  
Business Performance ◽  
Business Strategies ◽  
Management Tool ◽  
Sustainable Business ◽  
Green It ◽  
Environmental Aspect

This chapter introduces the Green IT Balanced Scorecard by incorporating an environmental aspect of technology into the scorecard measurement method. The authors conceptualized the Green IT balanced scorecard as “a nomological management tool to systematically align IT strategy with business strategy from an environmental sustainability perspective in order to achieve competitive advantage.” The objectives of the Green IT balanced scorecard include the measurement of technology performance via the effective integration of environmental aspects, the investigation of both tangible and intangible assets of Green IT investment, the alignment of IT performance and business performance, and the transformation of the results into competitive advantage. This concept offers a new possibility for both practitioners and researchers to translate their sustainable business strategies into Green IT actions.

Role of perceived corporate social responsibility in the nexus of perceived cause-related marketing and repurchase intention in emerging markets

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Thanh Tiep Le ◽  
Aviral Kumar Tiwari ◽  
Abhishek Behl ◽  
Vijay Pereira
Keyword(s):  
Competitive Advantage ◽  
Brand Image ◽  
Repurchase Intention ◽  
Moderating Effects ◽  
Content Type ◽  
Cause Related Marketing ◽  
Corporate Social ◽  
The Impact ◽  
Insight Into

PurposeThis study aims to evaluate the impact of perceived cause- related marketing (perceived-CRM) on the repurchase intention (CRIN). Besides, brand image (BIMA) and customer satisfaction (CSAT) connect this relationship as mediating variables. Especially, the role of perceived corporate social responsibility (perceived-CSR) contributed to this nexus between perceived-CRM and BIMA, perceived-CRM and CSAT in emerging economies.Design/methodology/approachThe paper follows a quantitative approach. Based on a comprehensive literature review on perceived-CSR, perceived-CRM , BIMA, CSAT and repurchase intention, the authors evaluate the impact of those constructs on repurchase intention in an emerging market. The study sample was composed of 395 responses covering customers of consumer goods. The study uses the Smart PLS-SEM version 3.3.2 to analyze the data.FindingsThe findings revealed significant contributions to the extant CRM literature in some ways. This study's outcomes contribute to extending the existing literature on CRM and CSR. Specifically, the extension focuses on the mediating and moderating effects of BIMA, CSAT and perceived-CSR, respectively, in the relationship between perceived-CRM and CRIN. Moreover, the novelty of this study lies in providing a new approach to the influence of perceived-CRM on CRIN, with the mediating of BIMA, CSAT and moderating effects perceived-CSR integrated into a conceptual model.Practical implicationsFrom a management perspective, the contribution of this study plays a very important role in strategic planning to enhance competitive advantage and improve business performance on a sustainable basis. This sustainability is founded on an insight into how changes in contextual factors affect the perception and consumer behavior of millennials in fast-moving consumer goods (FMCG) market, especially in a context of Covid-19 global crisis. It is important to emphasize that genuineness and transparency in all activities and communications are a prerequisite in today's sensitive context. The application of acquired insight into practice will help businesses operating in the consumer sector improve brand reputation and CSAT. As a result, this leads to enhanced competitive advantage of the business in the market, improved market performance and ultimately to an improvement in the overall performance of the enterprise.Originality/valueThis is the first study that explores the moderating role of perceived CSR on the nexus between perceived-CRM with brand image (BIMA) and CSAT to the best of our knowledge. Besides, the study also discovers the mediating role of BIMA and CSAT between perceived-CRM and repurchase-intention in an emerging economy. Findings in this study provided additional evidence to the increasingly important roles of perceived-CRM and perceived-CSR in creating win-win relationships with customers, aiming to solve specific social causes jointly. Further, the perceived-CRM and perceived-CSR mechanisms help businesses enhance their intangible assets and competitive advantages through enhanced BIMA and stronger CRIN. In the current context, the business environment is changing rapidly due to many factors that lead to increased competition at a global level. Therefore, improving competitive advantage is a mandatory condition for businesses to survive and develop sustainably.

scholarly journals The Effect of Technology-Based Applications on Brand Image in the Telecommunications Industry

2019 ◽  
Vol 9 (2) ◽  
pp. 216-223
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Competitive Advantage ◽  
Mobile Applications ◽  
Brand Management ◽  
Brand Image ◽  
Management Strategies ◽  
Telecommunications Industry ◽  
Media Applications ◽  
Consumer's Perception

The paper investigates the effect of technology-based applications on brand image in the telecommunications industry. The study aims to identify the most influencing technology-based application on brand image and areas of improvements for each application. The study proposes a model that shows the effect of certain applications on brand image in the telecommunications industry. A quantitative survey was used for data collection to support the model. The research shows a significant overall model where technology-based applications account for 28% of variance in the consumer’s perception of the brand image. Websites and social media applications have significant impact on brand image while mobile applications & services have positive but insignificant impact on brand image. The paper can help companies to adopt technology-based applications in their brand management strategies and invest more on technology-based channels to enhance the brand image, attract more customers, and gain competitive advantage. There has been little research focusing on the effect of technology-based applications on the brand image and specifically in the telecommunications industry.

A New Recommendation for Green IT Strategies

2011 ◽  
pp. 153-175
Author(s):  
Yulia Wati ◽  
Chulmo Koo
Keyword(s):  
Competitive Advantage ◽  
Prior Experience ◽  
Environmental Issue ◽  
Future Research ◽  
It Strategy ◽  
Green It ◽  
Proposed Model ◽  
Future Research Directions ◽  
Path Dependent ◽  
Conceptual Study

Incorporating the natural environment as a strategic focus has recently been recognized as a possible source of competitive advantage. In this regard, green IT provides an opportunity for companies to tackle the environmental issue, and simultaneously serves as a source of competitive advantage. However, the field of green IT strategy, from the perspective of environmental management, remains limited by its distinct lack of a theoretical framework and straightforward definitions. In this conceptual study, we proposed “green IT strategies” based on a resource-based perspective by incorporating modern institutional theory into a strategic formulation. This chapter conceptualizes three different strategies: tactical green IT strategy, strategic proactive green IT strategy, and sustained green IT strategy, along with theory-based propositions for each of the strategies. The chapter also demonstrates that the Green IT strategy is path-dependent; that is to say, a firm’s prior experience and history helps determine its current strategies. This study also involves a discussion of the development of the theory, the proposed model, and some possible future research directions.

Strengthening of a Private Brand: the Aspect of a Store’s Image

2012 ◽  
Vol 23 (1) ◽  
pp. 90-98
Author(s):  
Regina Virvilaite ◽  
Migle Dailydiene
Keyword(s):  
Competitive Advantage ◽  
Empirical Research ◽  
Research Method ◽  
Quantitative Research ◽  
Scientific Literature ◽  
Brand Image ◽  
Product Variety ◽  
Brand Identity ◽  
Quality Product ◽  
Private Brand

According to many scientists a brand is one of the most important sources of acquiring competitive advantage. This attitude is confirmed by the fact that there are many scientific works on brand image. But there is a lack of theoretical and empirical research on the formation and strengthening of an image of a private brand. It should be noted that theoretical and empirical research, performed by Reda (2002), Ailawadi et al. (2003), based on Batra and Sinha (2000), Garretson et al. (2002), Burton and Lichtenstein (1998), confirm that factors that influence the formation and strengthening of the image of a private brand have not been sufficiently analysed. The scientific problem of this article is formulated with the help of the following questions: what is the influence of a store’s image and factors that determine it on the image of a private brand? The aim of this article is to analyse and summarize factors that form private brand image theoretically, and to test them empirically with the help of the example of the store “Aprangos galerija”. The methods of comparative analysis of scientific literature and systematization were used in order to reach the set aim. Quantitative research method (survey) was applied for empirical research of private brand image strengthening in the aspect of the store “Aprangos galerija”. Factor analysis was used for data analysis. Multiple linear regression was used for identification of causalities between variables. Based on the analysis of scientific literature, having summarized the results of the performed theoretical and empirical research it is stated that one of the sources of competitive advantage for stores is the creation of a positive and strong private brand image in consumers’ consciousness. It should be noted that brand identity elements and associations, related to the product itself and its perceived quality and emotions, form a positive private brand image. Having revealed the conceptual essence of an image, having analysed the structure of a company’s image, having identified factors that determine a store’s image and based on the results of scientific theoretical and empirical research it is stated that a store’s image depends on the following factors: services, convenience, quality, product variety, product prices, and store atmosphere. The results of the performed empirical research have shown that factors forming a store’s image (convenience and store atmosphere) have the biggest influence on a positive private brand image. It should be noted that factors determining a store’s image such as product variety and price also form a positive private brand image. Based on theoretical provisions and results of empirical research a conclusion is made that in order to strengthen a private brand image it is necessary to make decisions related to the store’s place, atmosphere, stock formation, and pricing.DOI: http://dx.doi.org/10.5755/j01.ee.23.1.1227

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