Brand management in a situation of an economic crisis

2016 ◽  
Vol 28 (4) ◽  
pp. 743-758 ◽  
Author(s):  
Rafał Drewniak ◽  
Robert Karaszewski
Keyword(s):  
Emerging Markets ◽  
Brand Management ◽  
Good Time ◽  
Brand Value ◽  
Content Type ◽  
Secondary Sources ◽  
Course Of Action ◽  
Starting Point ◽  
The World ◽  
Marketing Activities

Purpose The purpose of this paper is to present modern marketing tools used by today’s businesses to maintain or strengthen the value of their brands in the conditions of deteriorating economic situation. The specific purpose is an analysis of activities that might be attempted by companies in emerging markets in order to increase the strength of their brands. Design/methodology/approach The paper presents the determinants of the development of brand value. An analysis has also been made of activities connected with the development of the brand based on the experience of the best brands in the world. Considerations are based on secondary sources, from national and international journals, books, magazines and specialist reports, as well as were supported by research results of the most valuable brands in the world. Findings The paper provides the insight of marketing activities, that may favor building brand value in the time of recession. It was suggested that recession may be a good time for some companies to invest in the brand. However, today’s competition conditions are forcing companies to used more modern marketing techniques in order to build a positive brand image. In addition, customers increasingly expect to be able to engage in brand and wish to influence its image. Practical implications The paper includes implications for companies in emerging markets, through which it is possible to effectively manage brand value in the time of crisis. These proposals are an important course of action for companies from emerging markets, which tend to increase the strength of its brand. Originality/value Due to the fact that the considerations in the paper relate to general proposals for action, the results can constitute a starting point for in-depth research in the future. An interesting issue would be to assess the effectiveness of the proposed activities in emerging markets.

COO vs ROO: importance of the origin in customer preferences towards financial entities

2017 ◽  
Vol 34 (2) ◽  
pp. 206-223 ◽  
Author(s):  
José Manuel García-Gallego ◽  
Antonio Chamorro Mera
Keyword(s):  
Brand Management ◽  
Preference Structure ◽  
Content Type ◽  
Services Sector ◽  
Customer Preferences ◽  
Starting Point ◽  
Remarkable Result ◽  
Place Of Origin ◽  
Regional Brand ◽  
The Stability

Purpose The purpose of this paper is to determine the importance that customers give to the origin attribute when selecting a financial entity compared to other features directly related to the service that these institutions provide. In addition, this study aims at analysing what level of brand origin provides a greater utility for customers in their preference structure: regional, national or foreign. Design/methodology/approach The technique of conjoint analysis is applied via a survey of 427 customers to determine customers’ preference structure when choosing a financial entity. Findings Of particular note among the main results is the great importance the respondents give to the origin of the entity, preferring regional over national or foreign institutions. The existence of three different segments of customers based on their preference structure is also a remarkable result. Research limitations/implications Place-of-origin effect is not universal. Due to this fact, the results of the studies focussed on this research topic are difficult to extrapolate to other geographical areas. Practical implications The current situation in southern Europe financial sector obliges many small financial entities to undertake mergers in order to face the stability and solvency policies established by European Central Bank. In this sense, these institutions must decide whether or not to maintain their regional brand identity. The results of this study show the appropriateness of maintaining and communicating the regional origin of the entities. These findings will contribute to guiding decision making on brand management for financial entities. Originality/value To the best of the knowledge, there is a lack of research on the place-of-origin through different levels simultaneously. This paper provides a starting point for further research about this effect in the services sector.

Managing omni-customer brand experience via augmented reality

2020 ◽  
Vol 23 (3) ◽  
pp. 427-445 ◽  
Author(s):  
Maria Teresa Cuomo ◽  
Debora Tortora ◽  
Giuseppe Festa ◽  
Francesca Ceruti ◽  
Gerardino Metallo
Keyword(s):  
Augmented Reality ◽  
Brand Management ◽  
Research Question ◽  
Customer Behavior ◽  
Brand Value ◽  
Brand Experience ◽  
Store Brand ◽  
Chain Store ◽  
Content Type ◽  
Customer Segment

Purpose The adoption of augmented reality (AR) settings represents an extraordinary opportunity to enrich the value of the omni-customer brand experience, especially in fashion retail. AR enhances the brand of extra-contents, both informational and sensorial, amplifies its significance toward consumers and inflects its commercial and emotional charm through new dimensions in the store. In this light, the purpose of this paper is to verify whether AR affects customer behavior toward brands in the retailing system. Design/methodology/approach By means of a qualitative approach, a preliminary research question linking technological settings of the store/brand and customer informational eagerness has been analyzed in a fashion retailing chain store. To frame the research question, the omni-customer segment perspective has been assumed, taking into consideration two main dimensions as follows: implementation of in-store AR settings; and affective/cognitive/functional structure of the experiential brand value. Findings Preliminary findings suggest that AR can create extra brand value by simplifying the decision-making process and engaging customers. In the sum four “realms” in terms of augmented brand experience can emerge and be managed by retailers. Originality/value Even though the contribution of AR is easily understood in selling activities from a marketing perspective, very few retail applied studies can be found to-date. The present analysis aims to narrow this gap. It also contributes to brand management, stimulating the integration of the AR dimension as an additional facet of a brand tool kit in the “project” for value co-creation.

Viewpoint: service research priorities – bridging the academic and practitioner perspectives

2019 ◽  
Vol 33 (5) ◽  
pp. 626-631 ◽  
Author(s):  
Lerzan Aksoy ◽  
Loïc Guilloux ◽  
Hélène Duneigre ◽  
Sikaar Keita
Keyword(s):  
Design Methodology ◽  
Academic Research ◽  
Research Priorities ◽  
Service Research ◽  
Content Type ◽  
Journal Editors ◽  
Starting Point ◽  
The World ◽  
Main Ideas ◽  
Two Sides

Purpose As an interdisciplinary and applied discipline, managerial relevance has always been at the forefront of service research. This viewpoint article synthesizes the main ideas presented in one of the 10th SERVSIG conference panels by three practitioners about what they view as the biggest opportunities/challenges they face and two journal editors on current academic research priorities. The purpose of this study is to use this panel as a starting point to bridge more closely the world of academia with practice and propose a collection of recommendations toward this goal. Design/methodology/approach This study synthesizes the academic and practitioner viewpoints presented and research conducted into research priorities. Findings Although there is significant overlap in what is deemed important by the presenting academics and practitioners, there are some important differences when it comes to issues deemed important, how they are articulated and the language that is used. Originality/value This paper contributes to the literature and practitioner community by summarizing the viewpoints of the two sides and curating a collection of existing approaches and new recommendations to more closely bridge academic and practitioner perspectives.

Amateurism, scientific control, and crime: historical fluctuations in anti-doping discourses in sport

2018 ◽  
Vol 4 (1) ◽  
pp. 18-29
Author(s):  
Ian Ritchie ◽  
Kathryn Henne
Keyword(s):  
Design Methodology ◽  
Content Type ◽  
Historical Approach ◽  
Secondary Sources ◽  
The World ◽  
World Anti Doping Agency ◽  
Time Periods ◽  
The Creation ◽  
High Level

Purpose The purpose of this paper is to assess the institutional mechanisms for combating doping in high-level sport, including the trend toward using legalistic frameworks, and how they contribute to notions of deviance. Design/methodology/approach A historical approach informed by recent criminological adaptations of genealogy was utilized, using primary and secondary sources. Findings Three time periods involving distinct frameworks for combating doping were identified, each with their own advantages and limitations: pre-1967, post-1967 up until the creation of the World Anti-Doping Agency in 1999, and post-1999. Originality/value This study contextualizes the recent legalistic turn toward combating doping in sport, bringing greater understanding to the limitations of present anti-doping practices.

scholarly journals Multiple stakeholders and B2B branding in emerging markets

2016 ◽  
Vol 19 (3) ◽  
pp. 287-309 ◽  
Author(s):  
Veronika Tarnovskaya ◽  
Galina Biedenbach
Keyword(s):  
Emerging Markets ◽  
Brand Value ◽  
High Tech ◽  
Multiple Stakeholders ◽  
Content Type ◽  
Corporate Managers ◽  
Local Stakeholders ◽  
Brand Strategies ◽  
B2b Branding

Purpose The main purpose of this study is to investigate perceptions about and contributing activities to business-to-business (B2B) brand value by corporate managers and local stakeholders in the context of emerging markets. Design/methodology/approach The case study examines brand strategies of a multinational company in the high-tech industry. By using NVIVO, this research analyses the brand narratives by corporate managers of Axis Communications in Sweden and local stakeholders in Russia, Brazil and India. The study evaluates perceptions about brand value and contributing activities emphasized by corporate managers, local managers, local partners and local end-customers. Findings The findings demonstrate that corporate managers underutilize contributing activities by local managers and other local stakeholders, despite these activities being central to enhancing brand value. This research provides insights into how corporate and local managers can develop successful brand strategies in emerging markets. Consequently, a general typology of contributing activities to B2B brand value by local stakeholders is proposed. Originality/value The company-centred approach to B2B branding stresses the importance of unique components of brand value and their consistent communication to multiple stakeholders. Prior studies provide limited evidence on how various stakeholders perceive brand value and enhance it through their contributing activities. Following the stakeholder-encompassing approach, this study advances branding research by examining perceptions about and contributing activities to B2B brand value by corporate managers and local stakeholders in a cross-cultural setting. Future studies are recommended to apply a stakeholder-encompassing approach in developed and transition economies and considering other relevant groups of stakeholders.

Firmer forecasts for 2020 world growth are unrealistic

2019 ◽  
Keyword(s):  
Emerging Markets ◽  
Financial Markets ◽  
World Economy ◽  
Content Type ◽  
Steady Growth ◽  
The Us ◽  
The World ◽  
Bank Of Japan

Significance Trade activity has been sharply downgraded: five years ago, the Fund expected 5.6% trade volumes growth this year. Now it sees 1.1%, one-third of the pace it forecast in April. The dichotomy between the Fund describing the recovery as “precarious”, and nonetheless predicting strong or steady growth for 2020, suggests that it perhaps has more faith in the precariousness than in the 2020-21 estimates. Impacts Growth is slowing in 90% of the world economy; this will rise if emerging markets such as Turkey and Iran suffer a double-dip recession. Targeting 2% inflation is becoming inappropriate for the ECB, the Bank of Japan and even the US Fed; thus, monetary innovation is likely. Financial markets focus on tariffs and the chances of a US-China deal, but this is misleading as non-tariff barriers are much larger.

Socio-influences of user generated content in emerging markets

2018 ◽  
Vol 36 (7) ◽  
pp. 737-749 ◽  
Author(s):  
Harish Kumar ◽  
Manoj Kumar Singh ◽  
M.P. Gupta
Keyword(s):  
Emerging Markets ◽  
User Generated Content ◽  
Business Practices ◽  
Social Commerce ◽  
Interpretive Structural Modeling ◽  
Content Type ◽  
The People ◽  
The Social ◽  
Marketing Activities ◽  
Hierarchical Relationships

Purpose The purpose of this paper is to conceptualize the influencing characteristics of user-generated content over perceived structure of social platforms to plan various business practices to improve the social commerce activities especially in emerging markets. Design/methodology/approach In first step, key factors are identified from the systematic literature studies and experts’ opinion. Second, total interpretive structural modeling is used to interpret the complexity of relationships among various factors. Further, fuzzy-MICMAC analysis is used to determine the most driving factors to improve the social commerce. Findings The study illustrates hierarchical relationships that can help policy designers, business leaders and decision makers to gain maximum benefits of mining the user-generated content to implement the people-oriented changes to improve economic capability of a country. Research limitations/implications The applicability of the study findings can be deployed mostly in emerging economies. The study has not considered the data security, cyberbullying, authenticity and reliability of shared content spread virally over social sites. Practical implications The paper will assist policy makers, business planners and solution providers to give importance to public-led influencing patterns to offer business solutions based on people demand and choices. Social implications The customers’ engagement, sharing reviews, getting suggestions from other people and finding new trends through user-generated content would enable higher social commerce activities. Originality/value The paper develops hierarchical relationships to represent the advancements in business and marketing activities based on influencing patterns and behavior of users over social sites.

Brand management in the era of fake news: narrative response as a strategy to insulate brand value

2019 ◽  
Vol 29 (2) ◽  
pp. 159-167 ◽  
Author(s):  
Adam J. Mills ◽  
Karen Robson
Keyword(s):  
Brand Management ◽  
Management Strategies ◽  
Emotional Engagement ◽  
Brand Value ◽  
Fake News ◽  
Content Type ◽  
News Stories ◽  
Narrative Response ◽  
Conceptual Paper ◽  
Insight Into

Purpose Brand value is increasingly threatened by fake news stories; the purpose of this paper is to explain how narrative response can be used to mitigate this threat, especially in situations where the crisis is severe and consumers are highly involved. Design/methods This conceptual paper derives recommendations and guidance for the use of narrative response based on storytelling and brand management literature. Findings This paper highlights authenticity and emotional engagement as keys to effective storytelling. Practical implications Current managerial approaches to dealing with misinformation are insufficient, as they presuppose an audience that can be convinced based on facts; this paper can be used to help brand managers respond to fake news stories when rational appeals fail. Originality/value This paper provides insight into brand management strategies in the era of fake news.

Does Successful Social Media Marketing Affect Brand Value?

2015 ◽  
Vol 13 (1) ◽  
pp. 15-26 ◽  
Author(s):  
Stefan Koch ◽  
Asli Dikmen
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Brand Management ◽  
Social Media Marketing ◽  
Brand Value ◽  
Multiple Channels ◽  
Global Level ◽  
Brand Engagement ◽  
Marketing Activities

Brand management has been moving towards making use of multiple channels in order to engage customers, especially through social media, and sustain a more intense experience around the brand instead of depending merely on advertising. This paper will investigate the effectiveness of social media marketing activities on brand value through comparison of brand value rankings with brand engagement scores, determined by social media marketing activities. Data from a list of companies was collected and evaluated, and the authors found evidence for a relationship in some cases, especially for social networks in the form of Facebook, and for Twitter on global level. They found clear differences between Global and Turkish brands, in that Facebook is relatively and absolutely more important for brands in that country. In addition, clear differences showed up between some industries in importance of different channels for brand value.

Shareholder rights, telecommunications and director attendance around the world

2019 ◽  
Vol 32 (2) ◽  
pp. 221-235
Author(s):  
John Nowland
Keyword(s):  
Emerging Markets ◽  
Annual Reports ◽  
Shareholder Rights ◽  
Data Set ◽  
Content Type ◽  
Telecommunications Infrastructure ◽  
Corporate Decisions ◽  
The World ◽  
Director Liability

Purpose This study aims to document the variation in director attendance rates around the world and investigate the influence of cross-country differences in law and infrastructure on director attendance practices. Design/methodology/approach Director attendance data are hand-collected from company annual reports and are related to differences in shareholder rights, director liability and transportation and telecommunications infrastructure across countries. Findings Using a hand-collected data set of 4,344 directorships from 33 countries, the results indicate that director attendance is significantly lower in emerging markets and is positively related to the extent of shareholder rights and the quality of telecommunications infrastructure. Originality/value For policymakers and shareholders, the findings of this study indicate that there is substantial variation in director attendance practices around the world. Across all markets, director attendance is higher when the telecommunications infrastructure better enables the potential for virtual attendance, thereby allowing directors to participate in meetings when they cannot be physically present. In emerging markets, director attendance is also higher where there is a stronger emphasis on shareholder rights, highlighting an avenue for improved director attendance by strengthening shareholder involvement in major corporate decisions.

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