Place brand communities: from terminal to instrumental values

2018 ◽  
Vol 27 (7) ◽  
pp. 793-806 ◽  
Author(s):  
Emeline Martin ◽  
Sonia Capelli
Keyword(s):  
Design Methodology ◽  
Place Branding ◽  
Exploratory Research ◽  
Content Type ◽  
Brand Communities ◽  
Depth Interview ◽  
Terminal Values ◽  
Instrumental Values ◽  
Place Brand ◽  
Practical Implications

Purpose This study aims to understand the values around which stakeholders of a place brand within a community can align. Design/methodology/approach A content analysis of websites provided a description of region brands. In-depth interview data from representatives of two communal region brands provide a foundation for investigating the attitudes and behaviors of 20 place brand managers depending on their value orientation. Findings Two categories of communal region brands are found, of which one reflects terminal values whereas the other is based on instrumental values. Instrumental values appear more efficient for promoting the place through stakeholders than terminal values. Research limitations/implications This exploratory research highlights some particularities of place brand communities and adds instrumental value to the classic terminal value identified within commercial brand communities. Practical implications Place brand managers gain insights into the values around which they can align stakeholders of their brand. Originality/value Brand community literature focuses mostly on specialty or convenience product-oriented communities. By investigating a place as a different type of “product”, this study demonstrates that place brands draw on communal arguments to function like master brands. Furthermore, terminal values can be replaced by more instrumental values in the context of place branding, because agreement on broad terminal values by individual members of the community is unlikely to be achieved whereas specific instrumental values can serve their individual interests.

Toponyms as carriers of heritage: implications for place branding

2015 ◽  
Vol 24 (3) ◽  
pp. 263-275 ◽  
Author(s):  
Ulla Hakala ◽  
Paula Sjöblom ◽  
Satu-Paivi Kantola
Keyword(s):  
Design Methodology ◽  
Place Branding ◽  
Content Type ◽  
Name Change ◽  
Home Town ◽  
Final Sample ◽  
Place Brand ◽  
Large Survey ◽  
Practical Implications

Purpose – The purpose of this paper is to analyse the role of a place’s name as the carrier of identity and heritage from the residents’ perspective. The authors assess the extent to which names of municipalities carry the place’s heritage, and how this can further be transferred to the place brand. The context is a situation in which a municipality changes its name, or is at the risk of doing so, as a result of municipal consolidation. Design/methodology/approach – The authors conducted a large survey in the south-western Finland in spring 2013. The survey questionnaire was posted to 5,020 randomly selected residents, and the final sample comprised 1,380 recipients. The authors offer a framework for operationalising place heritage, comprising four components: history, place essence, symbols and residential permanence. Findings – Most respondents attached importance to the name of their home town. The majority also felt that a name change would mean losing part of the place’s history. A strong place heritage proved to correlate positively with the importance of the municipality name. Practical implications – The developed framework for place heritage can serve as a tool for place branding studies and practical place branding. A stable name has an essential role in branding places. The authorities should understand the crucial relationship between place name, heritage and identity, and their importance to the residents. Originality/value – To the authors’ knowledge, this study is the first to report empirical research on the relation between place names and place branding from the heritage perspective.

The anatomy of the inconspicuous luxury fashion experience

2018 ◽  
Vol 22 (1) ◽  
pp. 129-156 ◽  
Author(s):  
Marian Makkar ◽  
Sheau-Fen Yap
Keyword(s):  
Consumer Behavior ◽  
Relationship Marketing ◽  
Design Methodology ◽  
Exploratory Research ◽  
Symbolic Consumption ◽  
Content Type ◽  
Starting Point ◽  
Managerial Implications ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to address the following questions: how do consumers construct meaning around their inconspicuous luxury fashion experiences? What desires do inconspicuous consumers strive to fulfill? What sentiments do they associate with their inconspicuous luxury fashion consumption? Design/methodology/approach This exploratory research begins with a netnographic study of 11 online luxury blogs followed by in-depth interviews and home observations of ten luxury consumers with inconspicuous preferences in Dubai. Findings Inconspicuous choices are not simply for associative or dissociative motivations but several symbolic consumption schemas come into play. A typology of inconspicuous luxury fashion consumers has emerged: fashion influencers, trendsetters, fashion followers, and luxe conservatives. Practical implications The findings have potential to yield important managerial implications for fashion retailers and brand communications. The typology of inconspicuous consumers provides a basis for developing a more targeted relationship marketing program for luxury fashion brands. Originality/value This research advances luxury knowledge in fashion and consumer behavior research by unveiling how consumers construct meanings around their inconspicuous consumption. The typology developed in this study marks the starting point for further extensions to explore the complexities of inconspicuous luxury consumers, which are grounded in the roles they take on in society, how they plan their luxury consumption journey and how they eventually use these possessions for self-identification and communication to others.

How to make everyone fall in love with a city

2020 ◽  
Vol 36 (11) ◽  
pp. 43-45
Keyword(s):  
Design Methodology ◽  
Complex Nature ◽  
Multiple Stakeholders ◽  
Content Type ◽  
Resident Participation ◽  
Multiple Stakeholder ◽  
Pertinent Information ◽  
Place Brand ◽  
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 This research paper uses a case study of St Petersburg, Russia, to analyze the best ways in which to build an enviably effective place brand architecture, given the complex nature of managing multiple stakeholders with varying interests. The results uncovered that a sub-brands strategy is effective at making space for the multiple stakeholder voices that can add value to a city's master brand through coordinated co-creation. Increasing the low resident participation levels that are apparent in St Petersburg has the potential to transform the city's brand energy and touristic allure. Originality/value The briefing saves busy executives, strategists 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.

Impact of determinants on early internationalization

2019 ◽  
Vol 17 (5) ◽  
pp. 1018-1034
Author(s):  
Channappa Santhosh
Keyword(s):  
Design Methodology ◽  
Primary Data ◽  
Early Age ◽  
Exploratory Research ◽  
Content Type ◽  
Early Internationalization ◽  
Ex Post ◽  
Ex Post Facto ◽  
Internationalization Strategies ◽  
Practical Implications

Purpose The purpose of this paper is to analyze the influence of determinants on early internationalization in the context of an emerging economy, i.e. India. Design/methodology/approach The study is based on an ex post facto exploratory research using primary data collected from a sample of 102 exporting small- and medium-sized enterprises (SMEs) in Bangalore. Findings The overall results reveal that it is the proactive entrepreneurs and their previous experience that determine the early internationalization of SMEs. Further, competitive constraint was a major obstacle to enter the international market at an early age for late internationalized SMEs. Practical implications The policy initiatives should aim to develop the international orientation of the entrepreneurs in the firm as a precursor for the formulation and subsequent implementation of internationalization strategies. Originality/value Although studies have been conducted on determinants and early internationalization, these are confined to a few dimensions, and none of the studies have looked into the issues affecting the early internationalization holistically and with respect to SMEs in India.

Assessing the objectives of dry ports: main issues, challenges and opportunities in Brazil

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Thiago de Almeida Rodrigues ◽  
Caroline Maria de Miranda Mota ◽  
Udechukwu Ojiako ◽  
Fikri Dweiri
Keyword(s):  
Literature Review ◽  
Design Methodology ◽  
Decision Makers ◽  
Second Step ◽  
Exploratory Research ◽  
Content Type ◽  
Challenges And Opportunities ◽  
Dry Ports ◽  
Practical Implications

PurposeThe purpose is to identify the main characteristics of dry ports (DPs) in Brazil, discussing the role of this logistic player, challenges and opportunities. Furthermore, this study provides a structured framework to drive DP decision-makers, identifying and assessing a network of means–end objectives, which could be replicable to other contexts.Design/methodology/approachThis article approached initially a literature review and exploratory research to discuss the main characteristics of DPs in Brazil. The second step was to conduct a qualitative analysis following the value-focused thinking (VFT) approach in two case studies in Pernambuco state to assess the achievement of the main objectives.FindingsThis article identified that the main characteristics of DPs in Brazil are offering additional services with a cheaper storage cost, handling mainly import cargo and being connected to seaports through highways. Moreover, this study resulted in a framework to assess the objectives of DPs, which could be replicable in other contexts, improving the current operations of DPs.Practical implicationsThe framework to assess DPs' objectives bridged the gap between the literature and the practice working as a tool to drive decision-makers to improve the current performance of DPs in Brazil. Additionally, the main issues, challenges and opportunities discussed provide managers, policymakers and DPs operators with valuable insights into this theme.Originality/valueThis paper is the first study to present a framework to assess the objectives of DPs as a valuable tool to drive decision-makers to improve DPs operations. From this study, lessons could be learned and the process described could be replicable in other countries.

scholarly journals From transactions to interactions: the value of co-creation processes within online brand consumer communities

2020 ◽  
Vol 26 (4) ◽  
pp. 825-838
Author(s):  
Barry Ardley ◽  
Eleanor McIntosh ◽  
John McManus
Keyword(s):  
Value Creation ◽  
Online Community ◽  
Design Methodology ◽  
Business Processes ◽  
Practice Theory ◽  
Content Type ◽  
Brand Communities ◽  
Central Aspect ◽  
Online Brand Communities ◽  
Practical Implications

PurposeThe aim of this paper is to examine the extent of value co-creation activity that exists in online brand communities. The approach was to use elements of practice theory to analyse the member-to-member Adult Fans of Lego (AFOL) communityDesign/methodology/approachThe method adopted was netnography based on a study of eight LEGO Facebook groups. The study involved the collection of data in the form of text and images. Over a period of several months, the interactions between the AFOL ‘MEMBERS’ was examined and analysed.FindingsUsing the characteristics of brand communities established by Muniz and O'Guinn as an investigative framework, the research established that there exists a range of co-creation practices in the AFOL communities revolving around engagement procedures and understandings.Practical implicationsA range of strategies is revealed into how co-creation is established and maintained in an online community having key implications for the management of business processes.Originality/valueWith limited previous research on member-to-member brand communities using practice theory, this paper demonstrates that customer skills and knowledge are now a central aspect of value creation, demonstrating a shift away from the firm as the sole provider of worth.

Consequences of sustainable innovations on the reshoring drivers’ framework

2020 ◽  
Vol 31 (7) ◽  
pp. 1373-1390 ◽  
Author(s):  
Carmen Martínez-Mora ◽  
Fernando Merino
Keyword(s):  
Production Process ◽  
Design Methodology ◽  
New Technologies ◽  
New Technology ◽  
Value Chains ◽  
Press Releases ◽  
Content Type ◽  
Depth Interview ◽  
Cost Differentials ◽  
Practical Implications

PurposeThe purpose of this paper is to illustrate how the introduction of new technologies can lead to reconsidering the division of the production process as well as the location of each stage, which may mean reshoring some of them.Design/methodology/approachThe research is based on the analysis of the consequences of new technologies developed and introduced in the market to be applied in the final stage of jeans manufacturing. The paper presents the relevance of this technology, based on an in-depth interview with the representatives of the firm as well as firm and press reports, specialised websites and so on. The information of the reshoring company has been confirmed by its press releases.FindingsThe results show that a new technology justifies the reconsideration of the stages in which the production process can be divided and, once this division is considered viable, the drivers for reshoring can become more/less important in the reshoring decision.Practical implicationsFirms that previously offshored should consider that new technological processes may lead them to slice their value chains differently, causing them to seek the optimal location for each of the stages.Originality/valueMost of the reshoring literature is based on a static framework where the production process is considered stable and the reasons for reshoring must reside in the change of relevant parameters (such as cost differentials, need to be more flexible, monitoring costs higher than expected, etc.). This paper reveals that changes in the production process, even in traditional sectors, may lead to reshoring/backshoring.

Firm-brand community value co-creation as alignment of practices

2015 ◽  
Vol 49 (3/4) ◽  
pp. 596-620 ◽  
Author(s):  
Per Skålén ◽  
Stefano Pace ◽  
Bernard Cova
Keyword(s):  
Design Methodology ◽  
Brand Community ◽  
Community Members ◽  
Content Type ◽  
Collaborative Practices ◽  
Brand Communities ◽  
Managerial Implications ◽  
Collaborative Platform ◽  
Practical Implications

Purpose – The purpose of this paper is to contribute knowledge regarding the nature of successful and unsuccessful value co-creation processes between firms and brand communities and the strategies used to address the latter. Design/methodology/approach – The paper draws on a netnographic study of the online collaborative platform known as Alfisti.com, which carmaker Alfa Romeo launched to enhance co-creation with its most devoted consumers, the “Alfisti”. Findings – The findings identify three groups of collaborative practices: interacting, identity and organizing practices. The paper details how firm and brand community members enact the elements – procedures, understandings and engagements – of collaborative practices and how the alignment of these enactments impacts value co-creation. Research limitations/implications – The paper suggests that co-creation of value succeeds when the enactment of collaborative practices aligns, i.e. when firm and brand community members enact practices in a similar way, and that co-creation fails when the enactment of practices misaligns. Firms and brand communities use three realignment strategies – compliance, interpretation and orientation – to address the misalignment and failure of co-creation. The fact that the research draws on a single qualitative case study is a limitation. Practical implications – Managerial implications include using realignment strategies to manage firm-brand community co-creation. Originality/value – Creating an empirical-based framework regarding successful and failing co-creation and how the latter is addressed in the context of brand community makes the paper original.

Design thinking as a dynamic methodology for information science

2018 ◽  
Vol 119 (12) ◽  
pp. 743-757
Author(s):  
Natalia Nakano ◽  
Joao Augusto Dias Barreira e Oliveira ◽  
Maria José Vicentini Jorente
Keyword(s):  
Design Methodology ◽  
Design Thinking ◽  
Information Science ◽  
Science Research ◽  
Unique Contribution ◽  
Exploratory Research ◽  
Content Type ◽  
Considerable Potential ◽  
Science Community ◽  
Practical Implications

Purpose This paper aims to present an overview of the design thinking (DT) methodology applied to information science research focusing on the user journey. DT stages are essential to understand, create and implement solutions based on the identified problems. Design/methodology/approach The paper applies bibliographic, theoretical and exploratory research based on the literature from DT methodology and information science. Findings The area of information science has not fully incorporated DT methodology on its practices, and DT presents considerable potential to support user experience. Practical implications Raise awareness of the information science community regarding the DT methodology as an alternative to apply to various types of research. Originality/value DT brings a unique contribution to engage people toward innovation in information centers; the paper is original, as it provides insights on the application of DT to improve the user journey related to information.

Understanding fire learning experiences in Aotearoa New Zealand

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amelia Jane Rhodes ◽  
Nichola Tyler
Keyword(s):  
New Zealand ◽  
Design Methodology ◽  
Exploratory Research ◽  
Content Type ◽  
Sensory Experiences ◽  
Fire Use ◽  
Qualitative Survey ◽  
Aotearoa New Zealand ◽  
Practical Implications

Purpose This paper aims to present exploratory research on how people in Aotearoa New Zealand experience and learn about fire, and how they think and feel about fire as adults. Design/methodology/approach A qualitative survey with a sample of 40 young adults aged 18–23 years in Aotearoa New Zealand were recruited through Prolific Academic. Reflexive thematic analysis was used to construct themes across participants experiences. Findings Four themes were constructed that described participants’ learning about fire and were named influence of context and internal responses to fire, development of normative beliefs about fire, learning how and when fire can be used and learning about fire safety. Two themes were developed that described participants thoughts and feelings about fire as an adult. These were named knowledge is power and emotional congruence with fire. Results highlight the significant role of parental modelling, reinforcement and sensory experiences in the way individuals experience and learn about fire. Practical implications Understanding fire learning is important for establishing which experiences may lead to appropriate and inappropriate fire use which in turn can inform fire prevention initiatives. Originality/value To the best of the authors’ knowledge, this research represents one of the first studies to directly examine fire learning in the general population.

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