When a music festival goes veggie

2013 ◽  
Vol 4 (3) ◽  
pp. 224-235 ◽  
Author(s):  
Tommy D. Andersson ◽  
Henrik Jutbring ◽  
Erik Lundberg
Keyword(s):  
Environmental Impact ◽  
Food Consumption ◽  
Ecological Footprint ◽  
Design Methodology ◽  
Brand Image ◽  
Content Type ◽  
Innovative Strategy ◽  
Music Festival ◽  
Footprint Analysis ◽  
Practical Implications

Purpose – The purpose of this study is first to describe and discuss an innovative strategy, pursued by a music festival, to reduce the environmental impact by allowing only vegetarian food in the festival area. A second aim is to discuss the effects of the vegetarian strategy for the festival in terms of branding and communication impacts. A third aim is to assess the effect on the ecological footprint of the festival from the vegetarian food strategy. Design/methodology/approach – Festival visitors’ food consumption was surveyed in 2010 (719 responses) and again in 2012 when only vegetarian food was served on festival premises (663 responses). The EPA event calculator, developed in Australia, was used to calculate the ecological footprint of the festival. The implementation and the impacts were studied from the festival organisers’ perspective through two (one hour long) interviews with one of the festival managers. Findings – For the festival brand, the vegetarian strategy proved to be extremely successful in terms of media attention and an enhanced “green” image of the festival. An analysis of the environmental impact of the vegetarian strategy indicates a remarkable drop of 40 per cent in the size of the ecological footprint. Practical implications – Based on the results of this study, a vegetarian strategy can be recommended as an innovation for festivals that have core values and a brand image grounded both in sustainability and the reduction of environmental impacts and that are truly concerned about the environment. Originality/value – Festival Footprint Analysis.

Personal values underlying halal food consumption: evidence from Indonesia and Malaysia

2018 ◽  
Vol 120 (11) ◽  
pp. 2524-2538 ◽  
Author(s):  
Poppy Arsil ◽  
Yeong Sheng Tey ◽  
Mark Brindal ◽  
Cun Uei Phua ◽  
Denisa Liana
Keyword(s):  
Cultural Diversity ◽  
Food Consumption ◽  
Design Methodology ◽  
Personal Values ◽  
Content Type ◽  
Capital Cities ◽  
Consumption Decisions ◽  
Halal Food ◽  
Muslim Communities ◽  
Practical Implications

PurposeThe purpose of this paper is to uncover the personal values driving Indonesian and Malaysian Muslims’ consumption decisions with respect to halal food.Design/methodology/approachThe personal values of 130 Indonesian and 80 Malaysian Muslims have been analyzed, using a means-end chain (MEC) approach, in relation to halal food.FindingsPrimary personal values are identified as a better sense of personal security. This is ascribed as seeking “better future” and “go to heaven.” Other personal values are related to tradition, benevolence and achievement.Research limitations/implicationsSince this study was conducted in both the capital cities of Indonesia and Malaysia, this study might not take account of cultural diversity within the two countries’ Muslim communities.Practical implicationsAn understanding of the personal values governing Muslim consumption is a useful tool toward improving the promotion of halal certification and food products.Originality/valueThis study reveals the personal values of Indonesian and Malaysian Muslims with underpinning their consumption of halal food.

Dissemination and consensual perceptions of nation brands: a framework for future research

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Carlos J. Torelli
Keyword(s):  
Design Methodology ◽  
Brand Image ◽  
Nation Branding ◽  
Future Research ◽  
Cultural Narratives ◽  
Content Type ◽  
Shared Reality ◽  
Nation Brand ◽  
Practical Implications ◽  
Nation Brands

Purpose The purpose of this paper is to comment on the article by He et al., and to propose a framework for the worldwide dissemination of a nation brand image as a way to understand the nature and resilience of nation brands. Design/methodology/approach The approach is conceptual with illustrative examples. Findings By integrating research on the dissemination of cultural narratives in a power structure with the literature on shared reality and consensual perceptions, this paper develops a framework for future research on the factors that impact the emergence of a consensual image about a nation brand. These factors include the nation’s political and economic power, the widespread adoption of the nation’s language and the nation’s cultural attractiveness. The framework further proposes that these factors positively affect the likelihood that people would develop an image of what they perceive is widely shared about a nation brand, or the shared reality about the image of such nation brand. The framework also elaborates on some of the consequences for perpetuating the nation brand image and for reinforcing brand-affiliative consumption behaviors. Practical implications This paper offers a framework that allows marketers to further understand the worldwide dissemination of nation brands. Originality/value The paper integrates a novel framework with recent findings about the psychology of globalization, opening avenues for future research on nation branding.

Food consumption and manufacturing output

2016 ◽  
Vol 24 (4) ◽  
pp. 38-40
Author(s):  
Graham Cole
Keyword(s):  
Chronic Disease ◽  
Food Consumption ◽  
Healthcare Costs ◽  
Design Methodology ◽  
Reading Time ◽  
Well Being ◽  
Content Type ◽  
The Usa ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Recent decades have witnessed growing concerns about obesity and serious medical conditions. These issues are especially prominent in the USA. One significant consequence is a stronger commitment toward improving health in the workplace. It is widely accepted that positive correlation exists between employee well-being and productivity. The reverse is also true though. Chronic disease among the workforce invariably affects the organization’s ability to compete with its rivals. An inevitable rise in healthcare costs further heightens the negative fallout. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent, information and presenting it in a condensed and easy-to-digest format.

Sponsees: the silent side of sponsorship research

2018 ◽  
Vol 36 (3) ◽  
pp. 396-408 ◽  
Author(s):  
Giulio Toscani ◽  
Gerard Prendergast
Keyword(s):  
Literature Review ◽  
Research Agenda ◽  
Design Methodology ◽  
Brand Image ◽  
Content Type ◽  
Conceptual Paper ◽  
Research Questions ◽  
The Impact ◽  
Practical Implications ◽  
Holistic Manner

PurposeTo date the vast majority of sponsorship research has focused on the perspective of sponsors. The purpose of this paper is to use this research to identify factors that sponsored institutions and organizations (sponsees) should be cognizant of before entering into a sponsorship arrangement, and to propose a research agenda based on these factors.Design/methodology/approachThe authors leverage sponsorship research that has been published in business journals with an impact factor above 0.5 (Reuters, 2015).FindingsThis paper argues that sponsees should be aware of the benefits that sponsorship brings to sponsors so that they can better appeal to potential sponsors. A sponsee also needs to be aware of the impact a sponsorship partnership may have on its own brand, image, and equity.Research limitations/implicationsThis is a conceptual paper grounded in the literature that aims to stimulate further research in the domain of sponsorship and provide deeper understanding for sponsees. Empirical research addressing the research questions posed is required.Practical implicationsIn a holistic manner, this literature review offers insights into factors that sponsees should consider before entering a sponsorship relationship.Originality/valuePrevious research in the sponsorship domain has focused primarily on dyadic sponsors. This paper considers sponsorship from the sponsee’s perspective.

Developing the right brand image

2018 ◽  
Vol 34 (9) ◽  
pp. 35-36
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Brand Image ◽  
Low Cost ◽  
Content Type ◽  
Customer Base ◽  
Pertinent Information ◽  
The Right ◽  
Practical Implications

Purpose Reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Developing a feeling of authenticity about products amongst the target customer base is an essential goal for marketers even in terms of low cost items. Consumers derive information from a broad range of marketing communications and consistency is a key element for success. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Ecological footprint: a tool for environmental management in educational institutions

2019 ◽  
Vol 20 (4) ◽  
pp. 675-690
Author(s):  
Katherine Ortegon ◽  
Pilar Acosta
Keyword(s):  
Ecological Footprint ◽  
Design Methodology ◽  
Educational Institutions ◽  
Practical Calculation ◽  
Content Type ◽  
Standard Tool ◽  
Sustainability Initiatives ◽  
The University ◽  
Practical Implications

Purpose The purpose of this paper is twofold. First, as few universities have assessed their ecological footprint (EF), a benchmark for Colombian universities is presented. Second, a practical calculation tool for measuring the EF in educational institutions (EIs) is developed. The purpose of this tool is to facilitate the process of assessing the EF in EIs that are starting sustainability initiatives and to unify criteria with those already involved. Design/methodology/approach The development of the Ecological Footprint for Educational Institutions (EFEI) calculator is detailed showing the seven categories analyzed and the adaptation to the Colombian context. Findings Results are presented from a case study of EFEI implementation at Universidad Icesi. Furthermore, the relation between these results and the action taken to mitigate EF at the university is detailed. Practical implications Colombian EIs have recently joined the sustainable campus movement. The EF methodology and this tool serve to assess impacts and identify what EIs can do to ameliorate their environmental stewardship. Social implications EIs are called on to lead by example in terms of sustainability, not only in teaching and researching cutting-edge technologies but also in being sustainable and transferring this knowledge to future generations. Originality/value First, an EF benchmark for Colombian universities is presented. In addition, a unified methodology for EIs is developed. The availability of a standard tool will encourage other EIs to move forward in the effort to achieve a sustainable campus.

Exploring international atmospherics

2019 ◽  
Vol 47 (4) ◽  
pp. 368-383 ◽  
Author(s):  
M. Paz Toldos ◽  
Eva M. González ◽  
Scott Motyka
Keyword(s):  
Consumer Behavior ◽  
Design Methodology ◽  
Brand Image ◽  
Retail Store ◽  
Content Type ◽  
Global Brand ◽  
English Music ◽  
English Speaking ◽  
Retail Atmospherics ◽  
Practical Implications

PurposePrevious research has demonstrated that, in retail settings, music has some of the largest effects on consumer behavior. However, it is still unknown how the language of the lyrics (native vs foreign) affects consumer behavior. In order to address this gap in retail atmospherics, the purpose of this paper is to examine the differential effects of the language of the lyrics of the music played and explain the interactions between the music language and volume.Design/methodology/approachThe data were obtained from a field study conducted in an apparel store and from 241 shoppers speaking Spanish as their native language. The study involved the manipulation of language of the lyrics of music played in the store (native vs foreign).FindingsResults indicate that customers in a non-English speaking country are more likely to make purchases when music is played in English, which fits with the store’s global image. This effect is mediated by time spent in the store.Practical implicationsFor managers of global apparel brands, the results suggest that English music may be a good option to increase time spent in the store and subsequent purchases. This is especially attractive as music is an atmospheric cue that can be easily modified at less expense than other atmospheric cues.Originality/valueThis work is the first to demonstrate that fitting the language of the lyrics of music in an international retail store to a global brand image affects consumer behavior. Furthermore, it demonstrates that atmospherics research may not directly transfer to non-English speaking countries.

scholarly journals Analysis of Brazilian fashion sectorial brand identity

2018 ◽  
Vol 22 (3) ◽  
pp. 291-314 ◽  
Author(s):  
Marina Toledo de Arruda Lourenção ◽  
Janaina de Moura Engracia Giraldi ◽  
Vish Maheshwari
Keyword(s):  
Qualitative Research ◽  
Design Methodology ◽  
Brand Image ◽  
Brand Identity ◽  
Fashion Industry ◽  
External Market ◽  
Content Type ◽  
Great Divergence ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of the present study is to propose identifying similar characteristics and managerial actions of the sector brand identity elements among the associations that compound the Brasil Fashion System (BFS) brand. Design/methodology/approach An exploratory qualitative research was developed through in-depth interviews conducted with associations of the Brazilian fashion sector. Findings The results indicate that there are characteristics of the elements of brand identity that are similar between the associations that compound the BFS brand. However, there are also several distinct characteristics among them, which makes it difficult, in large part, to consolidate the brand identity of the Brazilian fashion industry abroad. Research limitations/implications Moreover, it was indicated that for sectorial brand cases with a great divergence among brand partners, the creation of sub-sectorial brand specific for each partner could bring better results, as in this way, brands could be created with more suitable attributes for each partner, which will better suit their target audiences. Practical implications A practical contribution is also obtained, as the study can help in elaborating upon improvements for the sectorial brands that represent a large partners group. Originality/value An empirical evidence of how to identify common attributes between sectorial brand partners was presented to have a consolidated brand image in the external market.

Evaluating the brand image of a rock festival using positive critical incidents

2017 ◽  
Vol 8 (2) ◽  
pp. 186-203 ◽  
Author(s):  
Maarit Kinnunen ◽  
Kerttu Uhmavaara ◽  
Maiju Jääskeläinen
Keyword(s):  
Media Coverage ◽  
Critical Incident ◽  
Design Methodology ◽  
Success Factors ◽  
Brand Image ◽  
Event Management ◽  
Image Evaluation ◽  
Content Type ◽  
Voluntary Response ◽  
Practical Implications

Purpose Since effective and successful branding increases the popularity and loyalty of the festival, and its economic success factors like positive media coverage and sponsors’ interest, it is essential that the festival brand image is credible and strong. The purpose of this paper is to focus on interpreting audience’s perceptions on a rock festival brand image to find out the factors that influence the brand image of the festival and how organisers could contribute to it. Design/methodology/approach Critical Incident Technique (CIT) was used in defining the factors influencing a rock festival brand. Findings The attending public co-produce the festival brand, and the brand image was created by the festival community where the importance of social and inclusive behaviour towards strangers was essential. Research limitations/implications The data were collected as a voluntary response sample which led to a biased sample. Another limitation is that the informants were asked to describe only positive incidents. Practical implications The festival brand image cannot be produced solely by organisers; rather, volunteers, artists and especially audience members are crucial for the success and creditability of the brand. This should be considered in marketing and event management. Originality/value The use of CIT in the festival brand image evaluation introduces new possibilities in the field.

Examining consumer responses to cross-border brand acquisitions

2018 ◽  
Vol 52 (7/8) ◽  
pp. 1727-1749 ◽  
Author(s):  
Xiang Fang ◽  
Xiaoyu Wang
Keyword(s):  
Design Methodology ◽  
Home Country ◽  
Brand Image ◽  
Hierarchical Regression ◽  
Chinese Consumers ◽  
Content Type ◽  
Consumer Responses ◽  
Cross Border ◽  
Practical Implications ◽  
Different Levels

PurposeThe purpose of this study is to investigate the effect of cross-border acquisitions on brand image dimensions (functional, symbolic and global image) of the acquirer brand from a consumer’s perspective.Design/methodology/approachThe authors measured Chinese consumers’ perceptions of eight fictitious cross-border acquisition scenarios and tested the hypotheses by using multiple hierarchical regression.FindingsFirst, the acquisition significantly improves functional, symbolic and global image of the acquirer brand. Second, both image perceptions of the acquirer and the acquired brands before acquisition significantly impact post-image of the acquirer. The effect is greater for pre-image of the acquirer (dominance effect). Finally, brand fit, product fit and country-of-origin fit influence attitude toward the acquisition significantly.Research limitations/implicationsThere are limitations in the generalizations of the findings due to its reliance on a single country (China) and one industry (home appliances).Practical implicationsFirst, engaging in cross-border acquisitions significantly enhances the brand image of the acquirer brand. The global image has the largest improvement. Second, practitioners should carefully consider different levels of fit before the acquisition.Originality/valueThis study contributes to the extant literature by investigating brand acquisitions from the perspective of home country consumers (acquirer) and integrating multiple brand image dimensions and various levels of fit simultaneously.

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