Developing a brand heritage model for time-honoured brands: extending signalling theory

2021 ◽  
pp. 1-18
Author(s):  
Hanqun Song ◽  
Jong-Hyeong Kim
Keyword(s):  
Signalling Theory ◽  
Brand Heritage

Under Armour: Creating and Growing a New Consumer Brand

2018 ◽  
pp. 1-11
Author(s):  
Brian Sternthal ◽  
Prashant Malaviya
Keyword(s):  
Third Party ◽  
New Markets ◽  
Cultural Attitudes ◽  
Market Growth ◽  
Brand Development ◽  
The Face ◽  
Consumer Insight ◽  
New Consumer ◽  
Brand Heritage

The case traces the development of the Under Armour (UA) brand, product, and market growth under CEO and founder Kevin Plank from its inception in 1996 through 2016. UA provides a cohesive case study of how to launch and sustain a consumer brand even in the face of its third-party manufacturing approach, which gives its apparel no patentable design or fabric technologies. The case uses UA's brand and advertising development as a backdrop for the current pivotal issue of how to target women to sustain growth. UA's stated goal is to build a $1.9 billion women's business by 2019. In laying out UA's growth and competitive moves, the case lets students analyze broadcast, social media, and other digital advertising campaigns in view of the company's brand development and strategic targeting. The case also highlights the importance of leveraging brand heritage and historical differentiation while respecting key nuances when extending into new markets (i.e., moving from a predominantly male-driven audience to female). It also allows an exploration of how to use consumer insight and broader cultural attitudes and trends to support extending a position into new markets.

Sustainable development and the aspirational male consumer: Tengri, making the case for sustainable luxury

2021 ◽  
Vol 8 (1-2) ◽  
pp. 245-266
Author(s):  
Natascha Radclyffe-Thomas
Keyword(s):  
Sustainable Development ◽  
Raw Materials ◽  
Environmental Issues ◽  
Social Enterprises ◽  
Fashion Industry ◽  
Way Of Life ◽  
Virtuous Cycle ◽  
Slow Fashion ◽  
Brand Heritage

Luxury is an industry that defines its value through the quality of its raw materials, which fosters creativity, elevates artisanship and relies on brand heritage and local production to underpin the provenance of its products and justify its pricing strategy and, as such, can be considered as embodying many of the practices of sustainability. Yet, despite public commitments and pledges for better business, both financial and cultural factors have contributed to a lack of progress in implementing the necessary system changes implied by slow fashion, sustainable development and the circular economy. Social enterprises use business to address social and environmental issues. In Tengri’s case, founder Nancy Johnston was inspired by her experiences travelling with Mongolia’s yak herders where she was confronted with the harshness of the nomadic way of life and threats to its continuing existence. She was driven to action when she juxtaposed these conditions with the promoted glamour of the luxury fashion industry, which relies on supplies of ingredients from just such workers. This article explores how Tengri combines social and environmental awareness with luxury product development incorporating the UN SDGs into a sustainable luxury menswear brand in a virtuous cycle of ethical fashion consumption and production.

scholarly journals Reading on and between the lines: risk identification in collaborative and adversarial buyer–supplier relationships

2018 ◽  
Vol 23 (4) ◽  
pp. 351-376 ◽  
Author(s):  
Yiyi Fan ◽  
Mark Stevenson
Keyword(s):  
Social Capital ◽  
Supply Chain ◽  
Risk Identification ◽  
Social Capital Theory ◽  
Future Research ◽  
Supplier Relationships ◽  
Content Type ◽  
Signalling Theory ◽  
Multi Level ◽  
The Impact

Purpose This paper aims to investigate how supply chain risks can be identified in both collaborative and adversarial buyer–supplier relationships (BSRs). Design/methodology/approach This research includes a multiple-case study involving ten Chinese manufacturers with two informants per organisation. Data have been interpreted from a multi-level social capital perspective (i.e. from both an individual and organisational level), supplemented by signalling theory. Findings Buyers use different risk identification strategies or apply the same strategy in different ways according to the BSR type. The impact of organisational social capital on risk identification is contingent upon the degree to which individual social capital is deployed in a way that benefits an individual’s own agenda versus that of the organisation. Signalling theory generally complements social capital theory and helps further understand how buyers can identify risks, especially in adversarial BSRs, e.g. by using indirect signals from suppliers or other supply chain actors to “read between the lines” and anticipate risks. Research limitations/implications Data collection is focussed on China and is from the buyer side only. Future research could explore other contexts and include the supplier perspective. Practical implications The types of relationships that are developed by buyers with their supply chain partners at an organisational and an individual level have implications for risk exposure and how risks can be identified. The multi-level analysis highlights how strategies such as employee rotation and retention can be deployed to support risk identification. Originality/value Much of the extant literature on supply chain risk management is focussed on risk mitigation, whereas risk identification is under-represented. A unique case-based insight is provided into risk identification in different types of BSRs by using a multi-level social capital approach complemented by signalling theory.

scholarly journals When Academia Comes to Market: Does University Affiliation Reduce the Uncertainty of IPOs?

2010 ◽  
Vol 11 (4) ◽  
pp. 321-331 ◽  
Author(s):  
Damiano Bonardo ◽  
Stefano Paleari ◽  
Silvio Vismara
Keyword(s):  
Corporate Governance ◽  
Organizational Theory ◽  
Relational Capital ◽  
Governance Mechanisms ◽  
Academic Affiliation ◽  
Corporate Governance Mechanisms ◽  
External Stakeholders ◽  
Signalling Theory ◽  
University Affiliation

Companies obtain significant benefits and resources from university affiliations. Building on recent contributions in organizational theory and signalling theory, the authors argue that such relationships redress investors' concerns over the legitimacy of firms and act as an uncertainty-reducing signal. They study the population of university spin-offs that have gone public in Europe over the last decade, and find that academic affiliation reduces uncertainty and enhances the chances of survival in the long term, controlling for characteristics related to firm quality, including measures of intellectual and relational capital as well as corporate governance mechanisms. Thus, external stakeholders consider academic affiliation as a valuable and non-substitutable resource.

scholarly journals Capital Market Response to the Change in the Dividend Policy: The Case of Slovenian Stock Market

2016 ◽  
Vol 8 (1) ◽  
pp. 42 ◽  
Author(s):  
Matjaž Mikluš ◽  
Zan Jan Oplotnik
Keyword(s):  
Stock Market ◽  
Capital Market ◽  
Stock Price ◽  
Dividend Policy ◽  
Market Response ◽  
Asymmetry Of Information ◽  
Price Increases ◽  
Signalling Theory ◽  
Stock Price Reaction ◽  
Dividend Increases

<p>The three basic dividend policy theories have a completely different approach to describing the influence of dividends payment on stock price, and on the value of the company. Numerous studies conducted in this area have led to almost as many derived dividend policy theories, which are more or less related to the basic three. As one of them Wang, Manry &amp; Wandler (2011) specify the dividend signalling theory, which is based particularly on the assumption of the asymmetry of information between the company management and the shareholders and in recent decades it has been studied by many authors, who mostly concluded that dividend increase has a positive stock price reaction, and vice versa, that dividend decrease results in stock price falls (as cited in Ross, 1977; Leland and Pyle, 1977; Grinblatt et al., 1984; Baker and Phillips, 1993; Rankine and Stice, 1997; Bechmann and Raaballe, 2007). For the purposes of our analysis we adopted the methodology of foreign researches and checked the existence of the dividend signalling theory in the Slovenian stock market. The Slovenian stock market is one of developing markets, and is particularly specific due to its small size and illiquidity. Our research resulted in no statistically significant stock price increases from company dividend increases, whereby we have refuted the research hypothesis and, consequently, the dividend signalling theory in the Slovenian stock market in the described period.</p>

scholarly journals The Role of Heritage and Authenticity in the Value Creation of Fashion Brand

2016 ◽  
Vol 9 (7) ◽  
pp. 135 ◽  
Author(s):  
Andrea Boccardi ◽  
Cristiano Ciappei ◽  
Lamberto Zollo ◽  
Maria Carmen Laudano
Keyword(s):  
Marketing Research ◽  
Fashion Industry ◽  
Consumer Experience ◽  
Brand Authenticity ◽  
The Past ◽  
Fashion Brand ◽  
Managerial Implications ◽  
Different Levels ◽  
Brand Heritage

<p>This paper builds on traditional and recent marketing research concerning the constituents of brand authenticity, particularly investigating consumers’ experience in the context of fashion industry. Specifically, we attempt to unpack the dimensions underlying the concept of brand authenticity by, first, correlating the role of heritage and ‘mythopoesis’ – the creation of a myth through repetitive narrative –  and, second, by applying our proposed theoretical framework to four Italian luxury fashion brands, namely Gucci, Salvatore Ferragamo, Lous Vuitton, and Stefano Ricci. Thanks to the positioning of such fashion brands according to different levels of heritage and authenticity, it emerges how mythopoesis allow brand marketers to transfer brand heritage from past to both present and future. In this way, the risk of brand fixation in the celebration of the past may be overcome. Managerial implications are finally discussed, showing how marketers may foster or hinder brand authenticity, and how such an aspect affects consumer experience and attitude toward the brand.</p>

Online Relationship Marketing and Customer Loyalty Based on Signalling Theory

2021 ◽  
Vol 6 (1) ◽  
pp. 86-93
Author(s):  
Wenny Pebrianti ◽  
Wenseslaus Tanwira ◽  
Ahmadi Ahmadi
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Quantitative Methods ◽  
Banking Sector ◽  
Jel Classification ◽  
Security And Privacy ◽  
Online Trust ◽  
Mediating Role ◽  
Signalling Theory ◽  
Marketing Activities

Objective – The purpose of this study was to determine the effect of Online Relationship Marketing on customer loyalty which was examined from the perspective of signalling theory in the banking sector. Methodology/Technique – Signalling theory is used to identify the tendency of companies to build relationships with consumers by sending signals to consumers through a variety internet tools and applications to communicate transparency, security, and privacy to influence consumer perceptions, behavior, and interests. Data was analyzed using quantitative methods with the SEM-PLS method involving 384 samples. Findings – The results of this study indicate that Online Relationship Marketing activities, such as engagement and interactivity, have a significant direct effect on customer loyalty and online trust. Novelty - Online trust in this study has a significant effect on customer loyalty and has a partial mediating role. Type of Paper: Empirical. JEL Classification: M31, M39. Keywords: Engagement; Interactivity; Online Trust; Customer Loyalty; Signalling Theory Reference to this paper should be made as follows: Pebrianti, W; Tanwira, W; Ahmadi. (2021). Online Relationship Marketing to Customer Loyalty Based on Signalling Theory, Journal of Management and Marketing Review, 6(1) 86 – 93. https://doi.org/10.35609/jmmr.2021.6.1(9)

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