scholarly journals The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries

2022 ◽  
Author(s):  
Mar Gómez-Rico ◽  
Arturo Molina-Collado ◽  
María Leticia Santos-Vijande ◽  
María Victoria Molina-Collado ◽  
Brian Imhoff
Keyword(s):  
Public Relations ◽  
Brand Management ◽  
Brand Image ◽  
Measurement Model ◽  
Tourism Industry ◽  
Theory And Practice ◽  
Least Squares Regression ◽  
Brand Preference ◽  
Brand Communication ◽  
Positive Effects

AbstractThis research aims to analyze brand communication and brand image as specific drivers of wine brand preference and their influence on wine consumers’ intention to visit associated wineries. Specifically, this paper enhances the understanding of the roles of advertising-promotion, sponsorship-public relations, corporate social responsibility, and social media in brand communication, as well as functional, emotional and reputation components in brand image development in the context of wine tourism industry. Data was collected through a structured and self-administered questionnaire from 486 visitors to wineries in Spain. Partial least squares regression was used to evaluate the measurement model and the hypotheses. The empirical analysis shows that brand communication and brand image have similar positive effects on brand preference, and that brand image mediates the relationship between brand communication and brand preference. This research suggests implications for theory and practice relative to brand management in terms of communication and image; and it proposes insights into novel communication tools and marketing activities for the winery tourism industry. Firms should employ a holistic evaluation of brand communication to involve the whole organization, which would enhance the strategic role that brand communication plays.

INTEGRATED MARKETING COMMUNICATIONS. THEORY AND PRACTICE OF ADVERTISING

2019 ◽  
Author(s):  
Оксана Посухова ◽  
Oxana Posukhova ◽  
Ольга Кузьмина ◽  
Ol'ga Kuz'mina
Keyword(s):  
Public Relations ◽  
Undergraduate Students ◽  
Brand Management ◽  
Theory And Practice ◽  
Marketing Communications ◽  
Sociological Research ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Advantages And Disadvantages ◽  
State Educational

The manual is written in accordance with the State educational standard of higher education in the areas of bachelor "Advertising and public relations" and "Sociology". The book analyzes the theoretical and practical issues of advertising. The authors describe advertising as part of the whole complex of marketing and integrated marketing communications. Advertising is considered in comparison with other forms and types of integrated communications, modern types of advertising, their advantages and disadvantages are analyzed. The book contains a large number of applications and illustrations that demonstrate the use of different types of modern advertisings. For undergraduate students and anyone interested in the theory and practice of advertising. It is recommended to use the courses "Theory and practice of advertising", "Brand management", "Basics of advertising", "Sociology of advertising", "Methodology and methods of sociological research", "Empirical sociology".

Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam

2019 ◽  
Vol 74 (3) ◽  
pp. 704-720 ◽  
Author(s):  
Vinh Trung Tran ◽  
Nguyen Phuc Nguyen ◽  
Phuong Thi Kim Tran ◽  
Tuan Nien Tran ◽  
Thuan Thi Phuong Huynh
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Perceived Quality ◽  
Tourism Industry ◽  
Tourism Destination ◽  
Content Type ◽  
Positive Effects ◽  
Destination Brand

Purpose This paper aims to propose and investigate the relationships among the components of brand equity, and examining the effects of these components on overall destination brand equity in Hoi An tourism destination, Vietnam, from the perspective of domestic tourists. Design/methodology/approach Questionnaire data were collected from 319 domestic tourists who have visited Hoi An city. The results of empirical tests using a structural equation model support the research hypotheses. Findings The results indicate that destination brand awareness has significant, positive effects on destination brand image and destination perceived quality; destination brand image has positive influences on destination perceived quality and destination brand loyalty; destination perceived quality has significant, positive impacts on destination brand loyalty; except for destination brand image, the remaining dimensions have positive and direct impacts on overall destination brand equity. Originality/value An integrated model of destination brand equity dimensions and overall destination brand equity was tested in a tourism city in the context of a developing economy. Moreover, relevant implications are provided for destination marketers as to how to improve destination brand equity in the tourism industry.

scholarly journals Influence to the Audience as a Communicative Function in Brand Management

2021 ◽  
Vol 44 (2) ◽  
pp. 84-97
Author(s):  
Eglė Juozėnaitė
Keyword(s):  
Public Relations ◽  
Brand Management ◽  
Brand Strategy ◽  
Negative Consequences ◽  
Brand Communication ◽  
Competitive Edge ◽  
Target User ◽  
Analysis And Synthesis ◽  
Continue Research ◽  
Or Organization

Relevance and problem of the topic. Exploring the influence of brand communication on different audiences is a complex and responsible process because the same communicated message to different audiences can be understood differently. An improperly communicated message may not reach the audience, be misunderstood, or provoke a hostile reaction, however, a properly chosen communication message may have the desired influence to the audience. How to communicate with different audiences and what methods to choose are especially important in today’s rapidly changing context.The problem analyzed in this article can be defined by the following questions: How to communicate with the audience? What influences to choose from? Based on this information, it will be possible to continue research in the field of public relations management to reveal the influence of brand communication on the audience, it can help brands to gain a competitive advantage in the markets and create greater added value.Problems. It is not entirely known what impact brand communication has on audiences. It is important for brands not only to create a brand image but also to find and choose the most appropriate ways to communicate with the audience so that individuals receive the communication message sent to them in the most acceptable and understandable ways. Improper communication, inaccurately chosen methods of communication with the audience can lead to undesirable consequences. The message sent by the brand can be misunderstood and interpreted, it can lead to undesirable negative consequences and cause reputational crises, leading to significant psychological, social, financial losses. Properly selected communication can help brands gain a competitive edge in the markets and create greater added value.Objective. To review and analyze the ways of brand’s communication, which aims to influence the audiences.The object: the influence of communication in brand managementTasks: 1) To analyze the concept of the brand; 2) To analyze the concept of the audience; 3) To review the ways of brand communication influence.Methods of comparative theoretical analysis and synthesis of the literature, generalization.Brand management consists of the role of the brand and the symbolic elements of the brand (brand name, logo, text). The brand is the most durable asset of the company. Good results are achieved by companies that are able to choose a brand strategy that meets consumer expectations. Brands can also make the influence by creating compelling knowledge and news by communicating in ways that reduce cognitive stress. In order to influence other people, it is possible to do so by appealing to the feelings of the audience, realizing the main emotions - anger, fear, sadness, feeling of happiness, disgust. It is important to monitor what kind of emotions brand communication causes to the audience, pay attention to the feedback. An audience can be interpreted as everything that an individual or organization communicates. In order to present news to the audience as convincingly and persuasively as possible, it is important to segment the audience and create a description of the target user.

Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa

2016 ◽  
Vol 7 (1) ◽  
pp. 124-139 ◽  
Author(s):  
Richard Chinomona
Keyword(s):  
South Africa ◽  
Brand Loyalty ◽  
Brand Management ◽  
Brand Image ◽  
Brand Trust ◽  
Gauteng Province ◽  
Brand Communication ◽  
Content Type ◽  
Scale Measure ◽  
Item Scale

Purpose – The purpose of this paper is to examine the influence of brand communication, brand image and brand trust as potential antecedents of brand loyalty in a sample of consumers in Gauteng Province of South Africa. Design/methodology/approach – Data were collected from 151 respondents, an 89 per cent response rate, using anonymously completed questionnaires. Research scales were operationalized on the basis of previous work. Data were collected from 151 respondents, an 89 per cent response rate, using anonymously completed questionnaires. Research scales were operationalized on the basis of previous work. Proper modifications were made in order to fit the current research context and purpose. “Brand communication” measure used six-item scales while “Brand image” used eight-item scale measure. “Brand trust” and “brand loyalty” used a four-item scale measure. All the measurement items were measured on a five point Likert-type scales that was anchored by 1=strongly disagree to 5=strongly agree to express the degree of agreement. Findings – The four posited hypotheses were empirically tested. The results supported all the hypotheses in a significant way except one (H2). Important to note about the study findings is the fact that brand communication has a stronger effects on brand image than on brand trust. However, brand image strongly influences brand trust. Notably too, the relationship between brand trust and brand loyalty is robust. This finding indicates that brand communication can have a strong influence on brand trust and brand loyalty via brand image. Perhaps this could be due to the fact that customers are likely to trust and be more loyal to brands with good image and reputation. Research limitations/implications – Despite the usefulness of this study aforementioned, the research has its limitations. Most significantly, the sample size was small and limited to Gauteng Province of South Africa. The study can be strengthened by increasing the sample size and including participants in other geographical areas. Future studies can also attempt to compare the perceptions of customers on the current study antecedents of brand loyalty from non-durable/FMCG to other product/service categories groups. Practical implications – The findings of this empirical study are expected to have to provide fruitful implications to both practitioners and academicians. On the academic side, this study makes a significant contribution to the brand management literature by systematically exploring the impact of brand communication on brand image, brand trust and brand loyalty in South Africa. On the practitioners’ side, this study therefore submits that marketers ought to pay attention to both brand communication and brand image in order to build customer brand trust. By increasing the perceived level of brand image through effective brand communication, marketers will be able gain customer brand trust. Eventually, the customers will become loyal to a brand they perceive to trustworthy. In this regard, from a policy perspective, it is recommended that managers and business strategists ought to develop policies and strategies aimed at winning customers brand loyal or increasing customers’ brand trust since such an endeavour is likely to lead to customer retention and marketing cost reduction. There is growing evidence in the extent literature indication that loyal customers are likely to share their experience with brands with their peers through “word of mouth” (WOM) (Bennetta et al., 2005; Zehir et al., 2011; Russell-Bennett et al., 2013). At the same time, the society will tend to benefit from such information shared by their peers based on their brand experience. Originality/value – Overall, the current study findings provide tentative support to the proposition that brand communication, brand image and brand trust should be recognized as significant antecedents for gaining and sustaining brand loyalty in South Africa. This study therefore, stand to immensely contribute new knowledge to the existing body of brand management literature in Africa – a context that is often most neglected by some researchers in developing countries.

The Importance of Intercultural Communicative Competences for Tourism Labour Market: Students’ Views and their Self-Assessment

2019 ◽  
Vol 7 (1) ◽  
pp. 103-117
Author(s):  
Zuzana Sándorová
Keyword(s):  
Foreign Language ◽  
Self Esteem ◽  
Daily Basis ◽  
Tourism Industry ◽  
Theory And Practice ◽  
Self Assessment ◽  
Current Trends ◽  
Migration Flows ◽  
Globalized World ◽  
The Given

Abstract The present paper is founded on two pillars. Firstly, it is one of the current trends in education worldwide, i.e. to connect theory and practice. Secondly, it is the need to be interculturally competent speakers of a foreign language in today’s globalized world of massive migration flows and signs of increasing ethnocentrism. Based upon these two requirements, the ability to communicate in a FL effectively and interculturally appropriately in the tourism industry is a must, since being employed in whichever of its sectors means encountering other cultures on a daily basis. Therefore, the aim of the present study was to find out undergraduate tourism students’ opinion on the importance of intercultural communicative competences for their future profession as well as their self-assessment in the given field. The findings of the research, which are to be compared to employers’ needs, revealed that there is considerable difference between the respondents’ views on the significance of the investigated issues and their self-esteem.

Can tourism help to revive shrinking cities? An examination of Chinese case

2021 ◽  
pp. 135481662110022
Author(s):  
Taotao Deng ◽  
Shuai Liu ◽  
Yukun Hu
Keyword(s):  
Panel Data ◽  
Population Growth ◽  
Urban Economy ◽  
Tourism Industry ◽  
Shrinking Cities ◽  
Rapid Urbanization ◽  
Positive Effects ◽  
Population Loss ◽  
Chinese Case ◽  
Economic Boom

Urban shrinkage has become a global phenomenon. Although China is still experiencing rapid urbanization, population losses arise in an increasing number of cities. As a booming industry, tourism is expected as a mean to create jobs and curb population loss. Can tourism industry contribute to revive the shrinking cities? Based on panel data of 54 shrinking cities in China, this article explores effects of tourism development on shrinking cities. The results show that there is no evidence that tourism has a significant impact on the population of the shrinking cities. However, tourism shows positive effects on these cities in terms of many aspects, including urban economy, employment, investment, and consumption. This indicates that tourism can revive shrinking cities by economic boom, rather than population growth.

Media coverage of the unfolding crisis of domestic terrorism in the United States, 1990–2020

2021 ◽  
pp. 2046147X2199601
Author(s):  
Diana Zulli ◽  
Kevin Coe ◽  
Zachary Isaacs ◽  
Ian Summers
Keyword(s):  
United States ◽  
Public Relations ◽  
Crisis Management ◽  
Media Coverage ◽  
Television News ◽  
News Coverage ◽  
The United States ◽  
Theory And Practice ◽  
Domestic Terrorism ◽  
Definitional Uncertainty

Public relations research has paid considerable attention to foreign terrorist crises but relatively little attention to domestic ones—despite the growing salience of domestic terrorism in the United States. This study content analyzes 30 years of network television news coverage of domestic terrorism to gain insight into four theoretical issues of enduring interest within the literature on news framing and crisis management: sourcing, contextualization, ideological labeling, and definitional uncertainty. Results indicate that the sources called upon to contextualize domestic terrorism have shifted over time, that ideological labels are more often applied on the right than the left, and that definitional uncertainty has increased markedly in recent years. Implications for the theory and practice of public relations and crisis management are discussed.

scholarly journals Functional Analytic Multisensory Environmental Therapy for People with Dementia

2012 ◽  
Vol 2012 ◽  
pp. 1-7 ◽  
Author(s):  
Jason A. Staal
Keyword(s):  
Behavioral Interventions ◽  
Disease Process ◽  
Well Being ◽  
Theory And Practice ◽  
Behavioral Theory ◽  
Behavioral Disturbance ◽  
Positive Effects ◽  
Treatment Room ◽  
People With Dementia ◽  
Multisensory Environment

This paper introduces Functional Analytic Multisensory Environmental Therapy (FAMSET) for use with elders with dementia while using a multisensory environment/snoezelen room. The model introduces behavioral theory and practice to the multisensory environment treatment, addressing assessment, and, within session techniques, integrating behavioral interventions with emotion-oriented care. A modular approach is emphasized to delineate different treatment phases for multisensory environment therapy. The aim of the treatment is to provide a safe and effective framework for reducing the behavioral disturbance of the disease process, increasing elder well-being, and to promote transfer of positive effects to other environments outside of the multisensory treatment room.

Concluding Thoughts and Challenges

2011 ◽  
Vol 25 (3) ◽  
pp. 569-575 ◽  
Author(s):  
Michael J. Palenchar
Keyword(s):  
Public Relations ◽  
Strategic Communication ◽  
Theory And Practice ◽  
Issues Management ◽  
Special Issue ◽  
Organizational Rhetoric ◽  
Management Communication ◽  
Stakeholder Interests ◽  
Self Interest ◽  
Socially Relevant

This special issue of Management Communication Quarterly mines the rhetorical heritage to explore the challenges facing those who engage in and critique external organizational rhetoric, setting its sights on helping organizations make society a better place to live. Toward this end, rhetoric focuses on strategic communication influences that at their best result from or foster collaborative decisions and cocreated meaning that align stakeholder interests. This special issue demonstrates the eclectic and complex theories, applied contexts, and ongoing arguments needed to weave the fabric of external organizational communication. Over the years, Robert Heath and others have been advocates for drawing judiciously on the rhetorical heritage as guiding foundation for issues management and public relations activities. Rather than merely acknowledge the pragmatic or utilitarian role of discourse, this analysis also aspires to understand and champion its application to socially relevant ends. In that quest, several themes stand out: (a) In theory and practice external organizational rhetoric weighs self-interest against others’ enlightened interests and choices; (b) organizations as modern rhetors engage in discourse that is context relevant and judged by the quality of engagement and the ends achieved thereby; and (c) in theory and practice external organizational rhetoric weighs relationship between language that is never neutral and the power advanced for narrow or shared interests.

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