Reinforcing green competitive advantage through green production, creativity and green brand image: Implications for cleaner production in China

2020 ◽  
Vol 247 ◽  
pp. 119119 ◽  
Author(s):  
Hashim Zameer ◽  
Ying Wang ◽  
Humaira Yasmeen
Keyword(s):  
Competitive Advantage ◽  
Brand Image ◽  
Cleaner Production ◽  
Green Production

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.

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.

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

scholarly journals PENGARUH NILAI CUSTOMERS VALUE DAN CUSTOMER SATISFICATION TERHADAP CITRA BRAND IMAGE

2018 ◽  
Vol 6 (2) ◽  
pp. 14
Author(s):  
Bambang Triputranto
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Competitive Advantage ◽  
Structural Equation Modelling ◽  
Customer Value ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Modelling ◽  
Confirmatory Factor

Rendahnya keunggulan bersaing (Competitive Advantage) merupakan masalah yang dihadapi oleh Politeknik Pos Indonesia, dikarenakan Brand Image-nya, dapat dilihat dari peringkat Politeknik yang dikeluarkan oleh TeSCA. Brand Image merupakan masalah penting untuk diteliti karena berkaitan dengan kepercayaan stakeholder pada merek tersebut. Customers Value dan Customers Satisfication adalah solusi yang dapat menyelesaikan permasalahan Brand Image dan merupakan variable yang akan diteliti dalam tesis ini, dengan menggunakan metode analisis SEM dan jumlah sample sebanyak 350 Mahasiswa. Metode penelitian kualitatif (Deskriptif dan Verifikatif) yang akan digunakan dalam penelitian ini. Untuk menguji validitas dan reabilitas dilakukan pengukuran model dengan Confirmatory Factor analysis (CFA) sedangkan teknis analisa data menggunakan Structural Equation Modelling (SEM). Hasil penelitian menujukan terdapat pengaruh Customers Value, dengan mediasi Customers Satisfication berpengaruh terhadap Brand Image Politeknik Pos Indonesia, diperoleh hasil output berupa t-value sebesar 12,11. Hasil t-value yang ditunjukkan oleh hipotesis 3 adalah lebih besar dari 1.96, maka dapat disimpulkan bahwa variabel customer value berpengaruh positif terhadap brand image secara signifikan dengan mediasi Customers Satisfication dari mahasiswa, maka disimpulkan bahwa semakin tinggi customer value dengan Customers Satisfication yang dirasakan mahasiswa, maka brand image akan semakin baik pula.

scholarly journals Produção mais limpa como vantagem competitiva: Estudo de caso em uma fábrica de meias1 / Cleaner production as a competitive advantage: A case study in a socks’ factory

2021 ◽  
Vol 3 (5) ◽  
pp. 3822-3835
Author(s):  
Caroline Brasileiro Pena ◽  
Aleson Lameck Pinheiro ◽  
Taynara Polyanna Rocha Costa ◽  
Júlia Moreira Santos Teixeira
Keyword(s):  
Competitive Advantage ◽  
Minas Gerais ◽  
Cleaner Production

Em um mercado no qual a concorrência é cada vez mais acirrada, principalmente em épocas de crise financeira, é necessário que as empresas invistam em ações que aumentem sua vantagem competitiva perante suas concorrentes. O presente artigo estuda como a adoção de Produção Mais Limpa pode gerar vantagem competitiva para indústrias. São avaliados aspectos e tomadas de decisões através da análise de situações práticas em uma indústria de confecção de meias localizada no polo de meias de Juiz de Fora, na Zona da Mata do estado de Minas Gerais. Aspectos ambientais, econômicos e sociais foram avaliados e, por fim, foram sugeridas novas ações sustentáveis com o objetivo de aumentar ainda mais a vantagem competitiva da empresa em estudo.

scholarly journals Nation brand and competitiveness of companies: Alternative approach to nation branding

2021 ◽  
Vol 20 (1) ◽  
pp. 30-57
Author(s):  
Olga A. Kusraeva ◽  
Keyword(s):  
Competitive Advantage ◽  
Significant Role ◽  
Brand Image ◽  
The State ◽  
Nation Branding ◽  
Brand Identity ◽  
Competitive Advantages ◽  
Alternative Approach ◽  
Nation Brand

The purpose of this study is to identify factors by which the nation brand builds a competitive advantage for various activities implemented in the country and to develop an alternative approach to nation branding, which allows to increase the competitiveness of companies operating in the country. The analysis of the previous research reveals that the nation brand image is formed by nation branding, which is aimed to communicate the nation brand identity. It is also determined that during the implementation of nation branding, three types of gaps can take place between nation brand image and identity and prevent the formation of competitive advantages. The research intended to identify the factors that form competitive advantages through the nation branding was performed in two steps: first, the analysis of the main approaches to nation branding on what forms a competitive advantage and then the identification of the factors based on the analysis of the functions and goals of nation branding. In addition to political, socio-cultural, and geographical factors, the research reveals the following factors: communication, uniqueness, relevance, management, and brand unity. With consideration to identified factors and the information about gaps, there was developed an alternative approach to nation branding with the goal to enhance the competitiveness of companies operating in the country. 11 characteristics underlying the alternative approach were defined. The significant role of the national priorities of the country in the formation of the nation brand is emphasized. In the framework of an alternative approach, nation brand education is marked as a key task of nation branding. The team which is responsible for nation branding will trains representatives of different fields of the state activities how to use the nation brand in order to enhance competitiveness.

Sign in / Sign up

Export Citation Format

Share Document