scholarly journals How CSR reputation, sustainability signals, and country-of-origin sustainability reputation contribute to corporate brand performance: An exploratory study

2020 ◽  
Vol 117 ◽  
pp. 683-693 ◽  
Author(s):  
Kirsten Cowan ◽  
Francisco Guzman
Keyword(s):  
Exploratory Study ◽  
Country Of Origin ◽  
Brand Performance ◽  
Corporate Brand

scholarly journals The War of Global Brands: The Innovator VS The Challenger

2020 ◽  
Vol 2 (2) ◽  
pp. 68
Author(s):  
I Made Sindhu Yoga ◽  
Nyoman Wirajaya Patra
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Country Of Origin ◽  
Purchase Intentions ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Performance ◽  
Global Brands ◽  
Equity Model ◽  
Positive Effect

The purpose of this study is to explain the influence of brands and countries of origin of consumer attitudes in choosing cell phone products (iPhone and Xiaomi as a representative of two different countries). Hence, this research tries to propose and compares two different models of the brand in the correlation with the brand equity model. The data was collected from Millennial generation respondents, SES A and B who are have spending power, intention to buy and no consideration related to the price but the value of the product itself. The analysis technique used Partial Least Square (PLS). The results showed that the importance of the brand, brand performance, brand image has a positive effect on attitude. The importance of the brand, brand performance, and brand image simultaneously have a positive effect on attitude. Country of origin has a positive effect on purchase intentions. Price and attitude have a positive effect on purchase intention. Country of origin, price and attitude simultaneously have a positive effect on purchase intentions

scholarly journals Employee Commitment Matters for CSR Practice, Reputation and Corporate Brand Performance—European Model

2020 ◽  
Vol 12 (3) ◽  
pp. 940 ◽  
Author(s):  
Wioleta Kucharska
Keyword(s):  
Social Responsibility ◽  
Employee Commitment ◽  
Brand Commitment ◽  
Brand Performance ◽  
Corporate Brand ◽  
Internal Branding ◽  
Brand Reputation ◽  
The People ◽  
Corporate Social Responsibility Practice ◽  
High Level

So far, there have been no studies that explore how employee brand commitment moderates CSR practice outcomes. Employee brand commitment is often claimed as a focal input and output of the CSR. So, it means that it shapes CSR conditions. Then, it is a moderator. This study aims to verify it. Besides, commitment exists in many forms and can be achieved in many ways. Hence the question, if employees are committed to the brand, then how does it affect the outcomes of social responsibility practices such as corporate reputation or brand performance? This study analyzed a sample of 282 cases from the construction industry in Europe, using SPSS Amos and the PROCESS macro, to reveal the strong alignment of an excellent level of all three: CSR practice, corporate brand reputation, employee brand commitment. Still, it also shows that the high level of CSR practice may leverage corporate brand reputation even though employees are not brand committed. It exposes how meaningful the excellent level of CSR practice is. Moreover, the study also reveals that the lack of employee brand commitment may jeopardize reputation. So, the simplest way to achieve sustainability of brand performance is to keep employee brand commitment and CSR practice at the highest possible level to secure corporate brand reputation, which is a strong mediator between CSR practice and brand performance. The people are the company. So, in light of the study findings, it is clear that the future of corporate brands is in employees’ hands. Thus, companies should focus on improving employee commitment to achieve better corporate social responsibility practice outcomes. Moreover, the findings in this study present evidence supporting the importance of internal branding. This is the first study that has explored how employee brand commitment moderates CSR outcomes in a national context.

The Behaviour Of Connected Consumer Following Communication By Social Media: Exploratory Study On Moroccan Ready-To-Wear Brands

2021 ◽  
Vol 38 (4) ◽  
Author(s):  
Sabrine Aboudou ◽  
Hammou Ichraq ◽  
Makloul Youssef
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Qualitative Study ◽  
Exploratory Study ◽  
Textual Analysis ◽  
Complex Relationship ◽  
Causal Relationships ◽  
Corporate Brand ◽  
Social Grouping ◽  
Dynamic Form

Understanding consumer behavior allows companies to act better when faced with an individual whose choices are becoming more and more changeable due to numerous stimuli. Moreover, the corporate brand understood that it was necessary to actively participate in exchanges with consumers to have some control over their behavior and since social media is a dynamic form of social grouping where groups are already formed by affinities, tastes and trends, it is the best means of communication to promote brands. The objective of this article is to identify the complex relationship, the different articulation and the causal relationships that exist between communication by social media and consumer behavior in a Moroccan context through an exploratory qualitative study conducted with 14 managers in the Moroccan ready-to-wear sector. The textual analysis of speeches allowed us to identify a set of variables that characterize consumer behavior following communication by social media.

scholarly journals Brand management in mergers and acquisitions

2018 ◽  
Vol 35 (5) ◽  
pp. 710-732 ◽  
Author(s):  
Yipeng Liu ◽  
Christina Öberg ◽  
Shlomo Yedidia Tarba ◽  
Yijun Xing
Keyword(s):  
Mergers And Acquisitions ◽  
Brand Management ◽  
Emerging Market ◽  
Country Of Origin ◽  
Corporate Brand ◽  
Content Type ◽  
Cross Border ◽  
Advanced Economies ◽  
Brand Portfolio ◽  
Country Of Origin Image

Purpose The purpose of this paper is to focus on emerging market companies that internationalize into advanced economies by means of acquisitions and to investigate brand management during post-acquisition integration from a multi-level perspective and to identify how a brand management strategy can be constructed. It takes into account the influences of country-of-origin image, corporate brand and brand portfolio to obtain a granular view of post-acquisition brand management. Design/methodology/approach A multiple case study approach was adopted. By using case studies and storytelling qualitative research methods, the empirical setting was related to the acquisitions undertaken by Chinese companies in Germany. Findings The authors identified three mechanisms for brand management in the post-acquisition integration of emerging market companies – namely, transferring, dynamically redeploying and categorizing – that underpin the interconnection and combined influence of country-of-origin image at the national level, corporate brand at the organizational level and brand portfolio at the product level. Practical implications Brand has been viewed as a strategic asset in Chinese cross-border mergers and acquisitions (M&As). Brand management is a dynamic process that involves learning and interaction between the acquirer and target. The research offers a practical guideline for both acquirers and targets in managing brand in the context of acquisitions undertaken by emerging market companies in advanced economies. Originality/value The findings provide important insights into the brand management strategies adopted in Chinese cross-border M&As in particular, and emerging market companies venturing into advanced economies in general. The interlinking of country, company and product levels introduces new ideas to the brand literature related to acquisitions, and the setting of Chinese companies acquiring German ones constitutes an important contribution to the understanding of the different ways in which companies from emerging economies may pursue branding strategies in the context of cross-border M&As.

scholarly journals The corporate branding in international operations

Internext ◽  
2017 ◽  
Vol 12 (1) ◽  
pp. 1
Author(s):  
Juliana Rodrigues ◽  
Bruno Giovanni Mazzola ◽  
Mariana Bassi Sutter ◽  
Ney Nakazato Miyahira ◽  
Maria Tereza Leme Fleury
Keyword(s):  
Literature Review ◽  
International Business ◽  
Organizational Identity ◽  
Corporate Branding ◽  
Exploratory Study ◽  
Future Research ◽  
Corporate Brand ◽  
Management Level ◽  
Construction Of Identity ◽  
Corporate Brands

Corporate branding is increasingly gaining relevance in companies’ internationalization; however, few studies directly address the influence and use of corporate branding in processes of internationalization. This study examines these topics and shows the corporate brand as a critical capability in relationships with different stakeholders. A literature review explores corporate branding approaches in international business. In addition, a quantitative exploratory study was conducted using a survey with 297 management-level professionals in Brazil in order to find out if company operation scopes, whether local or multinational, interfere with views on corporate branding. The findings highlight the construction of identity in multinationals as one of the main reasons for adopting corporate brands. However, company operation scopes do not significantly interfere with the hierarchy of reasons perceived as important in the adoption of corporate branding. An emphasis on the concept of corporate branding based on organizational identity was noted among respondents who work at multinationals, showing the relevance of this topic for future research.

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