The roles of business partners in corporate brand image co-creation

2018 ◽  
Vol 27 (1) ◽  
pp. 29-40 ◽  
Author(s):  
Minna Törmälä ◽  
Saila Saraniemi
Keyword(s):  
Role Theory ◽  
Brand Image ◽  
Primary Source ◽  
Corporate Brand ◽  
Content Type ◽  
Image Construction ◽  
Business Partners ◽  
Stakeholder Perspective ◽  
Partner Relationships ◽  
Multi Stakeholder

Purpose This study aims to examine the roles of business partners in co-creating a corporate brand image. Design/methodology/approach The study adopts different business partners’ perspectives to analyse corporate brand co-creative actions through a case study within a business-to-business company (B2B SME) context. Interviews with the case company’s manager and key business partners were used as the primary source of empirical data. Findings The study suggests a typology of seven roles which business partners adopt in corporate brand image co-creation: co-innovator, co-marketer, brand specialist, knowledge provider, referee, intermediary and advocate. The study also highlights the management of co-creative relationships in corporate brand image co-creation in the context of business partners. Practical implications This study increases the understanding of the complexities and dynamics related to corporate brand image construction and helps managers size the potential of business partner relationships in corporate branding and manage co-creative brand partner relationships. Originality/value The roles are examined by applying a conceptual framework built by combining branding research in a novel way with the role theory. The study also provides a multi-stakeholder perspective to brand co-creation.

scholarly journals Mega-events brand meaning co-creation: the Olympic case

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nathalia Christiani Tjandra ◽  
Ivana Rihova ◽  
Sarah Snell ◽  
Claire S. Den Hertog ◽  
Eleni Theodoraki
Keyword(s):  
Qualitative Methodology ◽  
Brand Identity ◽  
Structured Interviews ◽  
Historical Sources ◽  
Content Type ◽  
Brand Meaning ◽  
Stakeholder Perspective ◽  
Multi Stakeholder ◽  
Mega Event ◽  
Purposive Sample

Purpose This paper aims to explore a multi-stakeholder perspective on brand meaning co-creation in the context of the Olympic Games as a unique mega sports event brand with a strong brand identity, to understand how the brand manager may integrate such co-created meanings in a negotiated brand identity. Design/methodology/approach Using a qualitative methodology, the paper provides a tentative framework of co-created Olympic brand meanings by exploring the narratives of stakeholders’ brand experiences of the brand. Sixteen semi-structured interviews with a purposive sample of Olympic stakeholders were conducted and analysed to identify key meanings associated with the Olympic brand. Findings Through their transformational and social experiences of the Olympic brand, stakeholders co-create brand meanings based on Olympic values of excellence, friendship and respect. However, at the same time, they offer their own interpretations and narratives related to competing meanings of spectacle, exclusion and deceit. Alternative brand touchpoints were identified, including blogs; fan and sports community forums; educational and academic sources; and historical sources and literature. Practical implications The brand manager must become a brand negotiator, facilitating multi-stakeholder co-creation experiences on a variety of online and offline engagement platforms, and exploring how alternative brand touchpoints can be used to access co-created brand meanings. Originality/value The study contributes to tourism branding literature by providing exploratory evidence of how brand meanings are co-created in the relatively under-researched multi-stakeholder sports mega-event context.

scholarly journals Projecting university brand image via satisfaction and behavioral response

2019 ◽  
Vol 23 (1) ◽  
pp. 47-68
Author(s):  
Sharifah Alwi ◽  
Norbani Che-Ha ◽  
Bang Nguyen ◽  
Ezlika M. Ghazali ◽  
Dilip M. Mutum ◽  
...  
Keyword(s):  
Conceptual Model ◽  
Behavioral Response ◽  
Brand Image ◽  
Brand Positioning ◽  
Corporate Brand ◽  
Content Type ◽  
The University ◽  
Malaysian Students ◽  
The Relationship ◽  
University Brand

Purpose This study attempts to ascertain the essential dimensions and components of university brand image, including the cognitive attributes (service/educational quality) and affective attributes (corporate brand image) of the university. Design/methodology/approach The study develops, explores and presents a student-consumer behavioral response model based on students’ experiences at university, exploring the relationship between these attributes with satisfaction and behavioral response [word-of-mouth (WOM)]. Findings Findings reveal that both branding aspects – brand experience and corporate brand image – follow a rational thought process first before an affective component is then taken into account, resulting in brand promise and loyalty. The study identifies several important cognitive brand image attributes and experiences that guide brand positioning for the Malaysian market, linking these to satisfaction and WOM. Research limitations/implications It was conducted in a single case-university and future research could replicate this in other schools/institutions. Cross-validation to other private institutions lies outside the scope of this study. Furthermore, although the study has identified specific attributes of university brands, they tend to be seen or interpreted as overall for both brand experiences and corporate brand image attributes because of the reflective nature of the construct, and also they tend to be seen as higher order rather than at individual levels. Further research is needed to analyze these dimensions using a quantitative approach at individual levels and testing the conceptual model as presented in the conceptual model. The study is focused on one Asian market (Malaysian students in X University) chosen for its potential growth in the future. Practical implications The present study contributes to the identification of specific students’ needs and attributes including courses and modules, reputable schools, the environment (e.g. campus – near to lecturer, international), helpful lecturers and the university location. Addressing the right brand attributes enhance and clarify the positioning aspect of the university brand, while simultaneously addressing the needs and wants of consumers. For example, by understanding the culture – consumer buying behavior within this setting, marketers or school administrators can identify exactly, which behaviors could be changed and by which mechanism i.e. talking to sponsors, and introducing activities to increase visibility/image in Malaysia. Interacting with sponsors can influence them toward sending students to X instead of to other universities in the UK. Originality/value The study contributes to theoretical knowledge in at least two different ways: by identifying possible corporate brand image attributes and experience that guide brand positioning (for the Malaysian market), and by exploring the relationship between these attributes and satisfaction and behavioral response (WOM) as proposed in the study’s conceptual framework. The study has identified the specific attributes that influence Malaysian students’ early interest in selecting X University via, for example, a recommendation from existing students at X, their sponsors, employers, the courses or modules X offers and location – in London. The study further revealed that corporate brand image attributes of business schools (cognitively and effectively) enhance corporate brand differentiation and positioning (Rauschnabel et al., 2016).

Linking employer branding and internal branding: establishing perceived employer brand image as an antecedent of favourable employee brand attitudes and behaviours

2018 ◽  
Vol 27 (4) ◽  
pp. 452-467 ◽  
Author(s):  
Daniel Hoppe
Keyword(s):  
Social Exchange ◽  
Structural Equation ◽  
Brand Image ◽  
Care Hospital ◽  
Employer Branding ◽  
Corporate Brand ◽  
Internal Branding ◽  
Content Type ◽  
Employer Brand ◽  
The Impact

PurposeThe purpose of this paper is to establish the symbolic facet of perceived employer brand image (PEBI) as an antecedent of favourable brand-related identification and employee behaviours, namely, corporate brand identification (CBI) and brand citizenship behaviours (BCB).Design/methodology/approachA standardized questionnaire was used. Data collection occurred at a maximum care hospital in Germany (N= 366). Structural equation modelling was used in the data analysis.FindingsA direct link between PEBI and BCB was theoretically derived from social exchange theory and could be empirically confirmed. In addition to a direct relationship, a mediated relationship based on social identity theory was outlined. PEBI influences BCB via CBI. The mediated pathway accounts for 70 per cent of the variance.Practical implicationsUnderstanding the impact of symbolic job offerings on favourable brand-related employee attitudes and behaviours should lead practitioners to focus on increasing employees’ perceptions of the employer’s prestige and sincerity, for example, by strengthening employee target group-oriented communications about corporate social responsibility or increasing out-group salience when communicating organizational achievements.Originality/valueThis paper transfers the concept of organizational attractiveness, organizational identification and favourable employee behaviours to a corporate brand focus. It is the first integration of the symbolic dimension of the instrumental-symbolic framework in an internal branding context.

scholarly journals Mapping the economics, social and technological attributes of the sharing economy

2019 ◽  
Vol 33 (3) ◽  
pp. 841-872 ◽  
Author(s):  
Dinara Davlembayeva ◽  
Savvas Papagiannidis ◽  
Eleftherios Alamanos
Keyword(s):  
Building Blocks ◽  
Sharing Economy ◽  
Academic Community ◽  
User Engagement ◽  
Collaborative Consumption ◽  
Content Type ◽  
Goods And Services ◽  
Stakeholder Perspective ◽  
Consumption Practices ◽  
Multi Stakeholder

PurposeThe sharing economy is a socio-economic system in which individuals acquire and distribute goods and services among each other for free or for compensation through internet platforms. The sharing economy has attracted the interest of the academic community, which examined the phenomenon from the economic, social and technological perspectives. The paper aims to discuss this issue.Design/methodology/approachGiven the lack of an overarching analysis of the sharing economy, this paper employs a quantitative content analysis approach to explore and synthesise relevant findings to facilitate the understanding of this emerging phenomenon.FindingsThe paper identified and grouped findings under four themes, namely: collaborative consumption practices, resources, drivers of user engagement and impacts, each of which is discussed in relation to the three main themes, aiming to compare findings and then put forward an agenda for further research.Originality/valueThe paper offers a balanced analysis of the building blocks of the sharing economy, to identify emerging themes within each stream, to discuss any contextual differences from a multi-stakeholder perspective and to propose directions for future studies.

When brands use CEOs and employees as spokespersons

2020 ◽  
Vol 23 (2) ◽  
pp. 241-264 ◽  
Author(s):  
Valérie Zeitoun ◽  
Geraldine Michel ◽  
Nathalie Fleck
Keyword(s):  
Chief Executive Officers ◽  
Brand Image ◽  
Real Life ◽  
Chief Executive ◽  
Transfer Model ◽  
Corporate Brand ◽  
Content Type ◽  
Internalization Process ◽  
Executive Officers

Purpose This paper aims to clarify the persuasion mechanism of chief executive officers (CEOs) and employees as endorsers of brand advertising and helps discern consumer attitudes toward internal endorsement. Design/methodology/approach The exploratory character of the present research required a qualitative approach combining focus groups and face-to-face interviews considered as both meaningful and complementary. Findings The findings suggest that while the celebrity endorsement ensures familiarity and likability, internal endorsement supports credibility and congruity with an important role of storytelling. Moreover, employee endorsements induce an internalization process based on the real-self, while the endorser CEO induces admiration grounded in the ideal self. More fundamentally, the study reveals how the internal endorsement modifies the meaning transfer model and involves a process of meaning translation, which affects the corporate brand image rather than the product brand image. Originality/value The present paper reveals that CEOs and employees can be strong levers for gilding the corporate brand image compared to the celebrities who enhance the product brand image. Moreover, the authors show that the CEO is a character who can be admired without the threat of upward comparison at the opposite of celebrities. Finally, this research highlights the specific role of employees bringing authenticity because of their anchorage in real life.

Exploring interventions to curb workplace deviance: lessons from Air India

2019 ◽  
Vol 74 (3) ◽  
pp. 563-585
Author(s):  
Pooja Malik ◽  
Usha Lenka
Keyword(s):  
Positive Emotions ◽  
Deviant Behavior ◽  
Brand Image ◽  
Management Strategies ◽  
Shared Vision ◽  
Vital Role ◽  
Corporate Image ◽  
Corporate Brand ◽  
Content Type ◽  
Deviant Behaviors

Purpose In a world of fast-changing markets, corporate brand is the heart and soul of a company. A company’s employees are crucial in nourishing a successful corporate image. Eventually, organizations require committed employees who orient their energy and drive the company toward a shared vision. However, employees’ deviant behavior can cripple the organization’s brand image. Given this fact, the purpose of this study is to offer strategies that can play a vital role in overcoming destructive deviance and in turn fostering the pavement for building a strong corporate brand image. Design/methodology/approach Given the purpose, this study used systematic review of literature to analyze the newspaper articles that reported the cases of deviant behaviors exhibited by employees of “Air India” and were published between 2015 and 2017. Further, this study used document analysis to identify and categorize the various forms of deviant behaviors exhibited by employees of Air India. Findings The current study asserted four chief interventions, namely, talent management strategies, resilience, workplace spirituality and mindfulness to overcome destructive deviance and promote constructive behavior among employees of Air India. Research limitations/implications The present study offers vital implications for organizations to curb the escalating deviant behavior among employees in the hospitality industry. These interventions might lay a significant pavement for fostering positive emotions among employees, which in turn could play a crucial role in enhancing service quality and building a strong brand image. Originality/value Given the mounting cases of deviant behavior among employees, the present study draws attention to the necessity for a shift in the generic organizational strategies and instigates organizations to integrate the study’s strategies to curb deviant behavior and in turn build a strong corporate image.

How does leadership development help universities become learning organisations?

2017 ◽  
Vol 24 (5) ◽  
pp. 278-285 ◽  
Author(s):  
Paul Gentle ◽  
Louise Clifton
Keyword(s):  
Leadership Development ◽  
Action Learning ◽  
Senior Managers ◽  
Content Type ◽  
Societal Needs ◽  
Constructive Dialogue ◽  
Stakeholder Perspective ◽  
Vice Chancellors ◽  
Multi Stakeholder ◽  
The Impact

Purpose The purpose of this paper is to draw on empirical data to interrogate the correlation between participation in leadership development programmes by individual leaders and the ability of higher education institutions to learn organisationally from such participation. Design/methodology/approach Applying a multi-stakeholder perspective, this paper focuses on the experiences of both senior and entry-level university managers and how these are connected systematically to institutional climates and structures conducive to learning. Findings There is a tendency for vice chancellors, directors of human resources and other senior managers to identify participants to sponsor programmes without putting in place mechanisms and cultural processes to incorporate their individual learning into organisational improvement. Originality/value The paper raises questions as to how societal needs are served by the organisational behaviours of universities with respect to developing leaders, and what higher institutions might do differently to increase the impact of developing leaders on their organisations. Suggested approaches include facilitating constructive dialogue in an experimental, reflective environment and integrating action learning and mentoring into institutional practices.

scholarly journals Customer Commitment as a Mediating Variable between Corporate Brand Image and Customer Loyalty

2014 ◽  
Vol 5 (1) ◽  
pp. 17-27 ◽  
Author(s):  
Yu-Te Tu ◽  
Yu-Yi Chang .
Keyword(s):  
Customer Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Model ◽  
Corporate Image ◽  
Mediating Effect ◽  
Corporate Brand ◽  
Business Partners ◽  
Customer Commitment

Research has shown that corporate image is an important determinant of customer loyalty. Having a positive corporate brand image helps companies achieve performance goals, such as higher sales, whereas having a poor brand image can be disastrous because it can cause companies to lose customers. A strong brand with high equity will have a large number of committed customers, many of whom will have frequent and ongoing interaction and communication with the company owning the brand. Customer commitment to a brand stems from trust in the brand, shared values with the company owning the brand, and a belief that it would be difficult to find other brands that could provide same value. Customer loyalty also encourages companies to cooperate with their business partners to preserve their investment in the business relationship. Committed customers have a more positive impression of their relationship with the company and indicate strong intentions to remain in the relationship. The researchers conducted a survey among respondents from the automobile sector in Taiwan, and obtained 170 usable responses. The researchers designed the questionnaires to analyze normality, convergent, and discriminant validities by using the structural equation model of PASW 18 and AMOS 18.0. The research found that commitment is a partial mediator between corporate brand image and customer loyalty. Future studies might measure other dimensions to test their mediating effect on customer loyalty, and these studies might use different designs to examine the mediator effect posited by various theories, such as trust added, to explore other determinants of loyalty. Such research can inform decisions made to increase and maintain long-term customer satisfaction.

Host country consumers’ brand attitudes after cross-border acquisitions

2017 ◽  
Vol 26 (6) ◽  
pp. 559-572 ◽  
Author(s):  
Tiebing Shi ◽  
Jiandong Li ◽  
Chi Lo Lim
Keyword(s):  
Host Country ◽  
Automobile Industry ◽  
Brand Image ◽  
Mediating Effect ◽  
Future Research ◽  
Brand Attitudes ◽  
Corporate Brand ◽  
Content Type ◽  
Cross Border ◽  
Image Fit

Purpose This study aims to investigate factors impacting host country consumers’ attitudes toward acquirers’ corporate brands and target brands after cross-border acquisitions (CBAs). Design/methodology/approach Surveys were conducted with US consumers using two fictitious CBA scenarios in the automobile industry. Findings Consumer ethnocentric tendencies (CETs) are negatively related to attitudes toward a CBA event; attitudes toward a CBA event are positively related to post-CBA attitudes toward the acquirer's corporate brand; brand-image fit is positively related to attitudes toward a CBA event, and post-CBA attitudes toward the acquirer's corporate brand and the target brand; post-CBA attitudes toward the acquirer's corporate brand and the target brand are positively related. Research limitations/implications This study is limited in the sample, analysis approaches, context and factors examined. Future research could use more representative samples and both quantitative and qualitative methodologies; conduct more tests; examine real CBAs in different industries and countries; and investigate effects of other factors affecting attitudes toward the CBA event and post-CBA brand attitudes. Practical implications Managers should consider CETs and brand-image fit and strategically influence attitudes toward a CBA event and post-CBA brand attitudes. Originality/value It investigates the mediating effect of attitudes toward a CBA event on the relationship between CETs and post-CBA attitudes toward the acquirer's corporate brand and the effects of brand-image fit on attitudes toward a CBA event and post-CBA brand attitudes.

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.

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