Development of a sustainable brand identity model: fostering the implementation of SDGs in the Brazilian power sector

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Adriana Cristina Ferreira Caldana ◽  
Marina Lourenção ◽  
Caroline Krüger ◽  
Adriana Fiorani Pennabel ◽  
Neusa Maria Bastos Fernandes dos Santos
Keyword(s):  
Identity Management ◽  
Participant Observation ◽  
Model Development ◽  
Brand Identity ◽  
Marketing Theory ◽  
Power Sector ◽  
Content Type ◽  
Theoretical Contribution ◽  
Identity Model ◽  
Practical Implications

PurposeThis study aims to develop a sustainable brand identity model to help organizations align their managerial practices to sustainable development goals (SDGs) and examine its applicability for a Brazilian electrical sector company.Design/methodology/approachA systematic qualitative review of the literature was carried out to provide a theoretical basis for the attributes chosen to compose the sustainable brand identity management (SBIM) model. To apply the model, the authors collected the data from internal and public domain documents, semi-structured in-depth interviews and non-participant observation of the company's work environment.FindingsThe first SBIM model was developed. The Brazilian power sector company implemented sustainable actions related to most of the models' attributes, contributing to the SDGs. A research agenda was presented.Research limitations/implicationsThe theoretical contribution is provided toward brand identity and sustainability literature with the sustainable brand identity model development and the conceptual explanation regarding its attributes.Practical implicationsThe practical implications are provided from the model application to an electrical company leading to some managerial suggestions that might be used to companies willing to align their practices to sustainability.Originality/valueThe studies on SDG and brand identity models were analyzed in order to create the first SBIM model. This article extends the concept of the brand identity of marketing theory by linking its core to sustainability actions, so far not addressed in academic studies.

Development of an identity model for sector brands

2017 ◽  
Vol 21 (3) ◽  
pp. 317-340 ◽  
Author(s):  
Marina Toledo de Arruda Lourenção ◽  
Janaina de Moura Engracia Giraldi
Keyword(s):  
Design Methodology ◽  
Brand Identity ◽  
Fashion Industry ◽  
Review Of The Literature ◽  
Corporate Brand ◽  
Content Type ◽  
Theoretical Contribution ◽  
Corporate Brand Identity ◽  
Identity Model ◽  
Practical Implications

Purpose The purpose of this paper is to propose an identity model for sector brands and examines its applicability for the Brasil Fashion System brand. Design/methodology/approach A systematic review of the literature on corporate brand identity models is undertaken. The interviews were carried out with two interest groups: the associations comprising the brand, and the consultancy company responsible for sector brand advisory. Findings The sector brand identity model is applicable to the Brasil Fashion System brand with the exception of two elements. The application may have experienced some adversity because of the considerable divergence among the associations. In cases where the brand represents just one association, the application of the model may occur with more favorable element management. Research limitations/implications Theoretical contribution occurred toward sector brands and brand identity with the development of an identity model for the sector brand, so far not addressed in academic studies. Practical implications When adopting the identity model for sector brands, managers would be able to understand the components that have to be managed on sector brand identity. The model can contribute to improve the management of these kinds of brands. Originality/value The academic studies of corporate brand identity models and sector brands are analyzed in order to create the first sector brand identity model that was experienced by the Brazilian fashion industry.

You no longer control your brand

2015 ◽  
Vol 31 (7) ◽  
pp. 20-22
Keyword(s):  
Symbolic Capital ◽  
Consumer Products ◽  
Economic Capital ◽  
Brand Identity ◽  
Target Market ◽  
Marketing Theory ◽  
Content Type ◽  
Know How ◽  
Brand Development ◽  
Practical Implications

Purpose – To draw parallels between the development of brand identity by successful contemporary artists and the use by mainstream companies of social and ethical factors or product innovation to act as a focus for their brand narrative. Design/methodology/approach – Analyzes the workings of the art market and provides examples of brand development by celebrity artists. Discusses the relationships between social, cultural, and economic capital and shows how this distinction can be profitably used in the development and marketing of consumer products. Findings – Marketing ain’t what it used to be. That tightly controlled brand identity is a thing of the past. In an era dominated by social media, everyone – but everyone – can share their opinion on what your brand stands for. Supporters, detractors, activists […] like them or loathe them, you need to know how this model works if you want to grow the business. Practical implications – Shows how the development of symbolic capital can subsequently lead to financial success when marketers highlight company characteristics that appeal to their target market rather than emphasizing the profit motive. Social implications – Advocates paying less attention to “what the consumer thinks they want” and more to marketing creative concepts. Originality/value – Proposes a departure from traditional marketing theory and practices. Recommends that companies become more product-focused in order to achieve a higher rate of innovation.

scholarly journals The social marketing theory-based (SMT) approach for designing interventions

2016 ◽  
Vol 6 (1) ◽  
pp. 18-40 ◽  
Author(s):  
Shamini Manikam ◽  
Rebekah Russell-Bennett
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Marketing Theory ◽  
Content Type ◽  
Step Process ◽  
The Social ◽  
Conceptual Paper ◽  
Marketing Intervention ◽  
Practical Implications ◽  
Social Marketing Theory

Purpose – Despite the importance of theory as a driving framework, many social marketers either fail to explicitly use theory as the basis of designing social marketing interventions or default to familiar theories which may not accurately reflect the nature of the behavioural issue. The purpose of this paper is therefore to propose and demonstrate the social marketing theory (SMT)-based approach for designing social marketing interventions, campaigns or tools. Design/methodology/approach – This conceptual paper proposes a four-step process and illustrates this process by applying the SMT-based approach to the digital component of a social marketing intervention for preventing domestic violence. Findings – For effective social marketing interventions, the underpinning theory must reflect consumer insights and key behavioural drivers and be used explicitly in the design process. Practical implications – Social marketing practitioners do not always understand how to use theory in the design of interventions, campaigns or tools, and scholars do not always understand how to translate theories into practice. This paper outlines a process and illustrates how theory can be selected and applied. Originality/value – This paper proposes a process for theory selection and use in a social marketing context.

Opportunities and constraints of women entrepreneurs in Jordan: an update of the 5Ms framework

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tala Abuhussein ◽  
Tamer Koburtay
Keyword(s):  
Women Entrepreneurs ◽  
Design Methodology ◽  
Arab Countries ◽  
Structured Interviews ◽  
Content Type ◽  
Theoretical Contribution ◽  
Market Management ◽  
Potential Factors ◽  
Extended View ◽  
Practical Implications

PurposeDrawing on the “5Ms” gender cognizant framework, this study seeks to investigate how money, motherhood, management, the market and the macro/meso environment dimensions of the 5Ms may influence women's entrepreneurship in Jordan. A related aim is to offer in-depth insights and a fresh understanding of potential factors not included in the original 5Ms model.Design/methodology/approachThe study takes a qualitative-inductive approach, using semi-structured interviews with 14 women entrepreneurs from various industries in Jordan.FindingsThe paper highlights the positive (or adverse) impact of the 5Ms factors (motherhood, macro/meso environment, the market, management and money) on women entrepreneurs in Jordan and introduces new emerging factors. The paper concludes with an extended view of the 5Ms model.Practical implicationsThis study may help develop greater sensitivity and understanding about some of the adverse gender practices faced by women entrepreneurs. Policymakers in Jordan and other Arab countries may consider empowering women entrepreneurs in terms of offering more financial funds and facilities, social support, and managerial empowerment.Originality/valueThe study creates more sensitivity and awareness about the current dynamics, opportunities and impediments that affect women entrepreneurs; thus, it contributes to the extant literature by suggesting new propositions and a novel framework. This study extends Brush et al.'s (2009) 5Ms gendered framework by adding three important factors (Mental health, Maturity and Maintainability). The empirical update and contextual extension of Brush et al.'s (2009) 5Ms model highlight a theoretical contribution.

scholarly journals Improving the M&A success rate: identity may be the key

2020 ◽  
Vol 41 (1) ◽  
pp. 50-57
Author(s):  
Mahendra Joshi ◽  
Carol Sanchez ◽  
Paul Mudde
Keyword(s):  
Organizational Identity ◽  
Identity Management ◽  
Organizational Outcomes ◽  
Identity Integration ◽  
Content Type ◽  
Integration Strategy ◽  
Performance Issues ◽  
New Variables ◽  
Practical Implications ◽  
A Performance

Purpose The purpose of this paper is to build a model of mergers and acquisitions (M&A) performance drawing from the concept of organizational identity theory. The paper proposes that successful performance of an M&A is dependent upon two things, namely, the alignment of the organizational identities of the two merging firms and the method used to integrate them. Design/methodology/approach This is a conceptual paper based on current research and uses multiple real-world examples of M&A to elaborate the proposed model and highlight scholarly and practical implications. Findings The paper explains that the similarity of the identities of the merging organizations has a significant impact on the performance of the combined entity. Furthermore, the integration method used by the merged firms influences the success of the merged entity. The use of an identity approach helps unravel new variables impacting M&A performance. Research limitations/implications A limitation of the paper is that it does not address how, over time, identity management can overcome the resistance of two merging entities. In addition to testing the proposed relationships, further research can explore these identity dynamics in unraveling an M&A performance. Practical implications This paper highlights the importance of evaluating identity as an element of an M&A due diligence. Practitioners should be aware of the dangers of signaling one identity integration strategy but using contradictory actions in implementation. Social implications Given the importance of identity in a variety of organizational outcomes, the paper is timely in integrating the organizational identity (OI) concepts in understanding M&A performance issues. Originality/value Given the importance of identity in a variety of organizational outcomes, the paper is timely in integrating the OI concepts in understanding M&A performance issues.

scholarly journals Resource integration for co-creation between marketing agencies and clients

2018 ◽  
Vol 52 (5/6) ◽  
pp. 1329-1354 ◽  
Author(s):  
Tim Hughes ◽  
Mario Vafeas ◽  
Toni Hilton
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Resource Integration ◽  
Marketing Theory ◽  
Content Type ◽  
Integration Approach ◽  
Resource Enhancement ◽  
Operant Resources ◽  
Business To Business ◽  
Practical Implications

Purpose Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration between marketing agencies and their clients. Design/methodology/approach In total, nine case studies have been developed using a dyadic approach of interviewing clients and members of their agency teams. This is followed-up with presentations and workshops with over 200 practitioners who validated the findings and added new perspectives. Findings The key operant resources in the client/agency context have been identified. The ways the operant resources of the actors developed during the course of resource integration, building potential resources for future co-creation are shown. The differing perspectives of the actors to each other’s contribution are highlighted. Research limitations/implications This study suggests that resource enhancement and development, as a result of integration, is important. For agency/client research, resource integration and development brings new perspectives complementing existing relationship approaches to research. The findings have implications for relationship marketing theory across business-to-business (B2B) contexts. Practical implications The findings suggest a resource integration approach that could be jointly addressed between agency and client in improving the way they work together. The discourse of co-creation suggests a way for them to talk about how to work together effectively. Suggestions are made for teaching. Originality/value This study develops the S-D logic theory through exploring resource enhancement and development in a B2B co-creation context. The dyadic nature of the research is novel in studying how marketing agencies and clients work together and new perspectives emerge from the approach.

Searching for new saving behavior theories

2014 ◽  
Vol 32 (4) ◽  
pp. 279-299 ◽  
Author(s):  
Kent Eriksson ◽  
Cecilia Hermansson
Keyword(s):  
Social Exchange ◽  
Financial Services ◽  
Model Development ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Theoretical Research ◽  
Marketing Theory ◽  
Savings Behavior ◽  
Content Type ◽  
Saving Behavior

Purpose – The purpose of this paper is to develop a model of bank advisor/customer relationships and customer saving behavior. Design/methodology/approach – The research is a theoretical review and model development of savings behavior and bank advisor/customer relationships. The review is used for the development of a model of bank advisor/customer relationships, and their effect on savings behavior. Findings – Findings are a model that distinguishes three kinds of exchange (relational, interimistic, and transaction) in between bank advisor and customer. The three kinds of exchange then influence customer savings behavior. Research limitations/implications – The implications of this research is that it points to that relationship marketing theory can be used in the analysis of how bank advisors influence customer savings behavior. Practical implications – For regulators and financial services firms, these findings point to how the role of bank advisors for consumer savings behavior can be analyzed. This is important, as much policy work presumes that advisors influence customer savings behavior, but the knowledge base for that presumption needs to be better understood. Social implications – The paper contributes toward a better understanding of the social exchange between bank employees and customers as regards savings products. Originality/value – This paper is original because it includes many theoretical research fields, and because it connects the bank advisor and customer relationship with the customer's savings behavior.

scholarly journals Linking relationship marketing to social embeddedness in a rural bilingual context

2017 ◽  
Vol 24 (2) ◽  
pp. 261-277
Author(s):  
Sara Parry ◽  
Paul Westhead
Keyword(s):  
Relationship Marketing ◽  
Participant Observation ◽  
New Technology ◽  
Study Participant ◽  
Social Embeddedness ◽  
Resource Constrained ◽  
Content Type ◽  
Theoretical Contribution ◽  
Strategic Resources

Purpose The purpose of this paper is to explore the evolution of relationship marketing (RM) in a new technology-based firm (NTBF) and to illustrate how social embeddednesss benefits can be achieved by engaging in RM in a rural resource-constrained bilingual context. Design/methodology/approach A single in-depth case study of a NTBF operating in a rural bilingual context was explored over a five-year period. As part of the case study, participant observation was carried out and interviews with the novice entrepreneur, the firm’s employees and its customers were conducted. Findings Developing mutually beneficial relationships with customers and key partners can enable a novice entrepreneur with no prior business ownership and limited marketing experience to accumulate and mobilise resources in order to achieve credibility and business growth. By analysing information from the NTBF’s entrepreneur, customers and other actors, the authors build theory and present propositions relating to the RM process. Practical implications This case illustrates that RM can enhance the legitimacy of an inexperienced entrepreneur, and can enable a firm to address the liabilities of newness in a rural resource-constrained context. Entrepreneurs need to focus on relevant and specialised partnership and alliance relationships that can provide strategic resources for firm development. The bilingual influence has also been shown to aid the development of new relationships and thus ensuring social embeddedness. Originality/value The theoretical contribution of this study is to integrate insights from both RM and social embeddedness theories, and illustrate the extent to which a NTBF demonstrates social embeddedness benefits relating to customer retention and accumulation of strategic resources due to RM.

scholarly journals Brazil’s image and Brazilian personality: a systematic review from the viewpoint of cordiality

2019 ◽  
Vol 26 (3) ◽  
pp. 274-292
Author(s):  
Marina Toledo de Arruda Lourenção ◽  
Maria Gabriela Montanari ◽  
Janaina de Moura Engracia Giraldi ◽  
André Lucirton Costa
Keyword(s):  
Systematic Review ◽  
Personality Traits ◽  
Public Diplomacy ◽  
Content Type ◽  
Future Studies ◽  
Theoretical Contribution ◽  
New Associations ◽  
Brazilian Government ◽  
Marketing Actions ◽  
Practical Implications

Purpose The purpose of this paper is to identify the characteristics of Brazilian personality, associating them with the cordial man of the book Raízes do Brasil (Roots of Brazil). In addition, it aims to present an agenda for future management studies, suggesting works in several managerial areas which may be influenced by traits of the Brazilian personality. Design/methodology/approach A systematic review of studies on Brazil’s image was developed, so that it was possible to identify the main characteristics of the Brazilian personality. The main personality traits found were compared to those identified in the cordial man, from the book Raízes do Brasil. Findings The results indicate the main traits of Brazilians’ personality: sensual, cunning, cheerful, creative, hospitable, friendly and cordial. These traits are directly related to cordiality, mentioned in some studies, and also indirectly through words alluding to the character of the cordial man. These traits are related to the Brazilians image abroad and have created a confused image of Brazil. Research limitations/implications Regarding the theoretical contribution, the future studies agenda presented suggests the development of papers that relate Brazilians’ personality traits to other areas besides tourism, such as negotiation, organizational culture, exports, foreign direct investment, talent attraction and public diplomacy. Practical implications This study indicated that in practice, the Brazilian Government should develop marketing actions to promote a more consistent image of Brazil, reinforcing its positive aspects and creating new associations that allow Brazil to bring not only tourists but also residents, companies and investors for the country. These positive aspects, regarding the country citizens, can be their affability, hospitality, extraversion and generosity, which can improve the foreigners’ impressions on Brazil. Originality/value The originality of the study is to relate the concept of cordial man to the Brazilian people, showing the main features of their personality and also in the elaboration of an agenda indicating suggestions for future studies that relate the personality traits of Brazilian people with other areas.

Investigation of communication in budgetary accountability routines

2020 ◽  
Vol 17 (3) ◽  
pp. 321-344
Author(s):  
Jean-Claude Mutiganda ◽  
Giuseppe Grossi ◽  
Lars Hassel
Keyword(s):  
Design Methodology ◽  
Communicative Action ◽  
Mutual Understanding ◽  
Content Type ◽  
Theoretical Contribution ◽  
Hierarchical Levels ◽  
Communicative Process ◽  
Practical Implications ◽  
Repeated Contact

Purpose This paper aims to analyse the role of communication in shaping the mechanisms of accountability routines. Design/methodology/approach Conceptual elements of the theory of communicative action and the literature on routines were used to conduct a field study in two hospital districts in Finland, from 2009 to 2015. Data were based on interviews, document analysis, observed meetings and repeated contact with key informants. Findings The findings explain how accountability routines take different forms – weak or strong – in different organisations and at different hierarchical levels. Differences depend on the generative structures and mechanisms of the communicative process – relational and normative – used to give and ask information to and from organisation members involved in accountability relationships. An explorative finding is that discourse-based communication plays an important role in bridging the gap between weak and strong accountability routines. The main theoretical contribution is to conceptualise and show the role of communicative rationalities in shaping the mechanisms of accountability routines. Practical implications The implication for practitioners and policymakers is to show to what extent the organisation policies and communicative rationalities used in accountability have potential to improve or not to improve the practices of accountability routines. Mutual understanding, motivation and capacity of organisation members to do as expected and agreed upon without pressure improve accountability routines. Originality/value The value of this study is to explain how accountability routines take different forms in practice (weak or strong) in different organisations and at different hierarchical levels, depending on the generative structures of the communicative process used in practicing accountability routines.

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