Context and time in brand image constructions

2014 ◽  
Vol 27 (5) ◽  
pp. 756-768 ◽  
Author(s):  
Anne Rindell ◽  
Oriol Iglesias
Keyword(s):  
Brand Image ◽  
Content Type ◽  
Image Construction ◽  
Business To Consumer ◽  
Online Consumer ◽  
Key Dimensions ◽  
Study Context ◽  
Practical Implications ◽  
Over Time

Purpose – The purpose of this paper is to further understanding of the roles that time and context play in consumers’ evolving brand image construction processes over time. Design/methodology/approach – This exploratory, qualitative research is based on the analysis and interpretation of 164 online consumer narratives pertaining to the consumers’ most memorable coffee moments. Findings – Consumers build images of a brand through both fleeting moments over time linked to special occasions and everyday moments in their lives over time. Understanding image construction processes thus must go beyond just physical (location) and psychological (social) circumstances. Activity processes (“When I am doing […]”) also are central to this understanding. Research limitations/implications – Time and context emerge as key determinants of consumers’ brand image processes and should hence be explicitly recognised in branding research. This study focuses only on brand admirers; because the study context refers to a business-to-consumer product, the focus is the product brand. Practical implications – Considering the key role of memorable past moments (time and context) in consumers’ brand image construction processes, branding strategies should reflect systematic efforts to identify these moments. Such an approach can provide opportunities for companies to deepen their consumer understanding and achieve a favourable presence in consumer contexts during which brand images get constructed. Originality/value – This study identifies key dimensions of time and context and thus furthers understanding of these dimensions in relation to brand images.

Brand identity fit in co-branding

2014 ◽  
Vol 48 (7/8) ◽  
pp. 1239-1254 ◽  
Author(s):  
Na Xiao ◽  
Seung Hwan (Mark) Lee
Keyword(s):  
Brand Image ◽  
Product Category ◽  
Underlying Mechanism ◽  
Brand Identity ◽  
Content Type ◽  
Image Fit ◽  
Biased Assimilation ◽  
The Relationship ◽  
Practical Implications

Purpose – This paper aims to introduce brand identity (BI) fit as an important factor that influences co-branding success. Based on motivated reasoning theory, the authors propose consumer-brand (C-B) identification moderates the effect of BI fit on co-branding attitudes. In addition, they investigate the role of consumer coping and perceived BI fit on consumers’ attitude toward co-branding. Design/methodology/approach – Two experiments were conducted to test the research hypotheses. Findings – Study 1 results reveal that when C-B identification is low, consumers’ co-branding evaluations and the loyalty of the focal brand are higher in the low BI fit condition than those in the high BI fit condition. When C-B identification is high, such effects are not observed. Study 2 results reveal that when the BI fit is low, decoupling is more effective than biased assimilation at defending the positive evaluations of the focal brand. Research limitations/implications – First, while the authors focus particularly on BI fit, it may be fruitful for marketers to combine BI fit with other types of fit such as functional dimension fit and product category fit. For example, while the results suggest marketers should co-brand with low BI fit pairs when targeting at low C-B identification consumers, this recommendation should be taken in conjunction with how consumers respond to other co-branding fit strategies. Second, the authors encourage future researchers to explore deeper into the consumer coping in other contexts. As these elements are critical to consumers’ attitudes, it will be beneficial to see how decoupling or biased assimilation strategies differ in other co-branding fit contexts. Practical implications – The authors advise marketers to consider both the level of BI fit and the level of C-B identification when looking for a co-brand partner. When targeting low C-B identification consumers, it is better for marketers to find a co-branding partner with a low BI fit than high BI fit. This is a counterintuitive finding given that higher fit (e.g. product category fit and brand image fit) is often associated with positive evaluations. For high C-B identification consumers, BI fit does not adversely affect consumer attitudes (and loyalty). Thus, these consumers are safer targets for marketers in terms of maintaining attitudes. Second, the authors find that when perceived BI fit is low, decoupling strategy is more effective than biased assimilation strategy at defending the positive evaluations of the focal brand. However, when perceived BI fit is high, the two coping strategies have little difference in influencing co-branding attitudes. Thus, the authors advise marketers to encourage their consumers to cope using a decoupling strategy to garner higher attitudes. Originality/value – The authors introduce BI fit as an important abstract dimension of brand image fit when facing co-branding decisions. Overall, our results demonstrate C-B identification moderates the effects of BI fit on co-branding attitudes. Counter-intuitively, the results suggest that low BI fit co-branding can also generate higher attitudes depending on consumers’ level of brand identification. Moreover, marketers must also be wary of how consumers cope with co-branding, as coping explains the underlying mechanism of how consumers deal with high or low perceived BI fit. Specifically, our findings suggest that consumer coping moderates the relationship between perceived BI fit and co-branding attitudes.

Country-of-operation and brand images: evidence from the Chinese hotel industry

2017 ◽  
Vol 29 (7) ◽  
pp. 1814-1833 ◽  
Author(s):  
Seonjeong (Ally) Lee ◽  
Haemoon Oh ◽  
Cathy H.C. Hsu
Keyword(s):  
Design Methodology ◽  
Brand Image ◽  
Country Of Origin ◽  
Hotel Industry ◽  
Powerful Predictor ◽  
Content Type ◽  
Price Perception ◽  
Moderating Role ◽  
Practical Implications

Purpose Building upon previous research on country-of-origin. This study aims to investigate whether the effects of country-of-origin extend to the hotel industry, based on associative network and signaling theories. Design/methodology/approach Based on a self-administered survey with tourists in China, this paper investigates antecedents and outcomes of hotel brand image and the moderating role of a hotel’s brand origin. Findings Results reveal country, city and industry images positively influence hotel brand image. Hotel brand image then influences price perception, quality perception and overall satisfaction. Practical implications Country-of-operation image remains a relevant, powerful predictor of brand image; thus, hotels need to carefully manage country-of-operation image. Originality/value This paper incorporates and establishes the role of country-of-operation image on hotel brand image.

Management control system and strategy: the transforming role of implementation

2018 ◽  
Vol 19 (1) ◽  
pp. 141-160 ◽  
Author(s):  
Graziano Coller ◽  
Maria Laura Frigotto ◽  
Ericka Costa
Keyword(s):  
Management Control ◽  
Management Control System ◽  
Content Type ◽  
Dynamic Dimension ◽  
Strategy Fit ◽  
Empirical Interpretation ◽  
Exploratory Case Studies ◽  
Practical Implications ◽  
Over Time

Purpose The purpose of this paper is to encourage a discussion of the implementation of management control systems (MCSs) in the MCS-strategy relationship. Borrowing from the literature on software development, the authors propose two archetypes of MCS implementation – waterfall and agile – and employ them to understand how the MCS-strategy fit unfolds over time. Design/methodology/approach The authors empirically ground the archetypes on two exploratory case studies based on the collection of extensive qualitative data. Findings The authors show that MCSs change not only in relation to strategy, but also in response to an autonomous source: implementation. These two implementation archetypes differ in their degrees of specification, in the ways in which the transitions among their implementation phases occur and in the sources and ways in which their feedback loops affect the MCSs; however, both shed light on the dynamic dimension of fit and show that the fit should be assessed over time. Research limitations/implications The two archetypes are derived from two exploratory cases. Further research may both strengthen the framework by testing the validity of the archetypes for a wider set of empirical cases and enrich the framework by investigating the determinants of agile and waterfall MCS implementation. Practical implications The introduction of MCS implementation to the determinants of fit or misfit provides practitioners with a further interpretation and an action driver for fit or misfit. MCS implementation should be coordinated with the pace of change of strategy and should be changed in relation to the possibility for an organisation to move from a process- to a people-centred system (or vice versa). Originality/value The authors propose two archetypes of MCS implementation, both of which support the empirical interpretation and theoretical reconceptualisation of the concept of the MCS-strategy fit in terms of dynamic fit.

APML drives a culture of ownership and innovation

2015 ◽  
Vol 23 (6) ◽  
pp. 9-11
Author(s):  
Rajesh K. Chandwani ◽  
Biju Varkkey
Keyword(s):  
Organizational Culture ◽  
Customer Service ◽  
Family Values ◽  
Content Type ◽  
Hrm Practices ◽  
The Family ◽  
Family Orientation ◽  
Key Dimensions ◽  
Practical Implications

Purpose – Discusses the key dimensions of organizational culture at Agarwal Packers and Movers Ltd (APML), India. Design/methodology/approach – Describes the role of human resource management (HRM) practices in building an organizational culture which enhances performance through innovation and a strong customer-service orientation. Findings – Discusses how field-level employees in APML are connected with the organization through the owners and top management. Through different HRM practices, APML has been successful in instilling a feeling of ownership among the employees and in harnessing their energy for fostering innovation, superior customer service and profitability. Practical implications – Highlights the positive aspects of employee involvement in the context of an Indian family business. Social implications – Illustrates that emphasizing family values in the organizational culture can enable the organization to develop a sense of gratitude and reciprocity. Originality/value – Stresses the importance of both the family orientation and related HRM practices of a large Indian organization.

A “Learning from Action” workshop in Japan

2019 ◽  
Vol 40 (2) ◽  
pp. 77-83
Author(s):  
Robert Douglas Hinshelwood ◽  
Luca Mingarelli ◽  
Simona Masnata
Keyword(s):  
Far East ◽  
Opportunity To Learn ◽  
Content Type ◽  
Work Activities ◽  
Defensive Role ◽  
Feedback Data ◽  
Experiential Workshop ◽  
First Time ◽  
Practical Implications

Purpose Many people in severe mentally disturbed states do not use language or other symbolic media well or coherently. Therefore, the non-verbal medium needs to be understood by workers with such people. The “Learning from Action” experiential workshop was developed in order to provide an opportunity to learn about hidden messages in the relationships and roles occurring in activities. In August 2017, a workshop was run for the first time in Japan. The purpose of this paper is to report the experience and dynamics observed by the three consultants, who are here the authors of this paper. Design/methodology/approach After the workshop all the staff and members, including interpreters, were invited to give feedback. Findings Analysis of the feedback data showed certain important dynamics, concerning especially dependence, cultural defences and the defensive role of activity in a multicultural context. Research limitations/implications This is an initial experience to be followed up by later feedback and further workshops. Practical implications Workers awareness of non-verbal communication within the roles of work activities is a training possibility. It faces various resistances including the mental health assumptions of meaninglessness of any communication outside the verbal. Originality/value This is a method of training not widely used even in European countries, and is the first in a country in the far east.

scholarly journals Sinabung volcano: how culture shapes community resilience

2019 ◽  
Vol 28 (3) ◽  
pp. 290-303
Author(s):  
Marta Mori ◽  
Ronan McDermott ◽  
Saut Sagala ◽  
Yasmina Wulandari
Keyword(s):  
Structured Interviews ◽  
Content Type ◽  
Aid Dependency ◽  
Relief Operations ◽  
Long Term Impact ◽  
Cultural Experts ◽  
Practical Implications

Purpose The purpose of this paper is to explore how culture, including traditions and social structures, can influence resilience and how culturally sensitive relief operations can put affected people and their context at the core of any interventions. Design/methodology/approach A case study of the Mt Sinabung volcano area in Indonesia was undertaken. As part of the case study, an analysis of interventions was conducted, which was complemented by semi-structured interviews with Karo cultural experts and humanitarian organisations. Findings Culture influences the manner in which the Karo people react to volcano eruptions with varying implications for recovery. In addition, relief organisations which understand people’s actions through a cultural lens have better managed to tailor programs with long-term impact, thereby avoiding aid dependency. Practical implications Practical examples of disaster management activities that adequately account for the beneficiaries’ way of living prior to the eruptions are provided. Aid actors are provided with guidance concerning how to better tailor their activities in line with a cultural lens. Originality/value The study provides empirical grounding for claims concerning the role of culture in planning interventions in Indonesia and other similar contexts.

scholarly journals Coopetition in temporary contexts: examining swift trust and swift distrust in humanitarian operations

2020 ◽  
Vol 40 (9) ◽  
pp. 1449-1473 ◽  
Author(s):  
Sarah Schiffling ◽  
Claire Hannibal ◽  
Yiyi Fan ◽  
Matthew Tickle
Keyword(s):  
Design Methodology ◽  
Nonprofit Sector ◽  
Humanitarian Relief ◽  
Content Type ◽  
Trust Theory ◽  
Humanitarian Operations ◽  
Swift Trust ◽  
Limited Choice ◽  
Practical Implications

PurposeBy drawing on commitment-trust theory, we examine the role of swift trust and distrust in supporting coopetition under conditions of uncertainty and interdependence in the setting of humanitarian disaster relief organisations.Design/methodology/approachThis paper presents findings from case studies of 18 international humanitarian relief organisations based on 48 interviews and the analysis of publicly available documents.FindingsWe find that both swift trust and swift distrust support coopetition. As coopetition is simultaneous cooperation and competition, in this study we show how swift trust and swift distrust also occur simultaneously in coopetitive contexts.Research limitations/implicationsCoopetition as a strategic choice is well-researched in the private sector, yet has received less attention in the nonprofit sector, particularly in contexts that are shaped by interdependence and uncertainty. We show the importance of swift trust and swift distrust in coopetitive relationships by drawing on commitment-trust theory.Practical implicationsIn focusing on a competitive environment in which cooperation is essential, we find limited choice of coopetitive partners. Humanitarian relief organisations must often simply work with whichever other organisations are available. We highlight how trust and distrust are not opposite ends of a spectrum and detail how both contribute to coopetitive relationships.Originality/valueOur findings contribute to commitment-trust theory by explaining the important role of distrust in forging coopetitive relationships. Furthermore, we contribute to prior work on coopetition by focusing on an uncertain and interdependent nonprofit environment.

Effect of wood particulate size on the mechanical properties of PLA biocomposite

2020 ◽  
Vol 49 (6) ◽  
pp. 465-472
Author(s):  
S. Raj Sachin ◽  
T. Kandasamy Kannan ◽  
Rathanasamy Rajasekar
Keyword(s):  
Mechanical Properties ◽  
Mechanical Characteristics ◽  
Wood Flour ◽  
Wood Particle ◽  
Poly Lactic Acid ◽  
Particle Sizes ◽  
Content Type ◽  
Particulate Size ◽  
Practical Implications

Purpose The purpose of this study is to carry out an investigation of the role of the wood particle size on the mechanical properties of poly lactic acid (PLA)-reinforced neem fiber biocomposite. Design/methodology/approach Composite test specimens were processed by reinforcing neem wood flour (NWF) in two different particle sizes, micro-sized NWF (MNWF) and nano-sized NWF (NNWF) separately into PLA. Composites were extruded at four different fiber loadings (10, 15, 20 and 25 Wt.%) into PLA matrix. The MNWF and NNWF had particle sizes varying from 5 to 15 µm and 10 to 15 nm, respectively. Findings Tensile strength, flexural strength and impact strength of PLA increased with fiber reinforcement for both the MNWF and NNWF cases. The NNWF-reinforced PLA composite at 20 Wt.% fiber loading proved to be the best composite that had outstanding mechanical properties in this research. Practical implications The developed composite can be used as a substitute for conventional plywood for furniture, building infrastructure and interior components for the automobile, aircraft and railway sectors. Originality/value A new biocomposite had been fabricated by using PLA and NWF and had been tested for its mechanical characteristics.

The “Halalification” of tourism

2017 ◽  
Vol 8 (4) ◽  
pp. 558-577 ◽  
Author(s):  
Faiza Khan ◽  
Michelle Callanan
Keyword(s):  
Design Methodology ◽  
Secondary Data ◽  
Market Segment ◽  
Analysis Method ◽  
Review Of Literature ◽  
Primary Research ◽  
Content Type ◽  
Starting Point ◽  
Practical Implications

Purpose The purpose of this paper is to address the confusing use of terminology associated with tourism undertaken by Muslims and to identify key concerns associated with this type of tourism. Design/methodology/approach This is an exploratory study and adopts a critical review of literature following the evolutionary concept analysis method. Content analysis of popular UK media, UK-based tour operators’ websites and tourism strategies of destinations popular with Muslim tourists were conducted to examine the use of terminology. Findings There is no clear difference between the various terms (halal, Muslim friendly, Islamic, etc.) used. Overall, academia uses the term Islamic tourism, while the industry and media use various terms. Among destinations, however, there is no clear and consistent use of terminology. A key concern of Islamic tourism is the role of certification in assuring travellers and the lack of standardisation of halal certification. Research limitations/implications The paper is based on literature review and secondary data analysis. It lacks primary research. Practical implications This study highlights the need for consistent use of terminology across industry. Another implication is the issue surrounding halal certification of food and the importance of trust in the seller/service provide. Another trend that industry providers need to consider is the growth of the Muslim millennial traveller and the needs of this market segment. Originality/value The paper highlights the importance of studying the Muslim tourist market and provides a starting point for further research. It highlights several issues such as the need to develop a typology of Muslim tourists. Of particular interest is the concern whether halal values in danger of being commodified in the absence of a universal agreed criterion for halal certification.

Volition to transfer: mastering obstacles in training transfer

2017 ◽  
Vol 46 (4) ◽  
pp. 809-823 ◽  
Author(s):  
Christian Seiberling ◽  
Simone Kauffeld
Keyword(s):  
Structural Equation ◽  
Transfer Of Training ◽  
Structural Equation Models ◽  
Training Transfer ◽  
Bootstrap Analysis ◽  
Content Type ◽  
Confirmatory Factor ◽  
Motivation To Transfer ◽  
Practical Implications

Purpose The purpose of this paper is to seek a better understanding of the role of volition in the learning transfer system beyond the well-established concept of motivation to transfer. Design/methodology/approach Participants of a two-day leadership training were asked to complete two online questionnaires (t1 directly after training, t2 eight weeks after training). In total, 891 managers answered the first questionnaire, 465 the second. Findings Confirmatory factor analysis suggests that motivation and volition to transfer are perceived as two different constructs. Hierarchical linear regression shows that additional variance in training transfer can be explained when volition to transfer is taken into account. Structural equation models and bootstrap analysis suggest that both motivation and volition to transfer mediate effects of supervisor support and trainer performance on training transfer. Research limitations/implications The results imply that besides motivation to transfer, volition to transfer may be a relevant construct in the transfer of training. It remains to be tested how far these findings can be generalized to other training settings beside leadership trainings. Practical implications Organizations aiming at improving training transfer should focus on enhancing the participants’ motivation and volition to transfer. Both trainers and supervisors seem to promote transfer of training by influencing a trainee’s motivation to transfer and volition to transfer. Originality/value To the authors’ knowledge, this is the first study to systematically examine the role of volition in training transfer.

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