Brand management in the era of fake news: narrative response as a strategy to insulate brand value

2019 ◽  
Vol 29 (2) ◽  
pp. 159-167 ◽  
Author(s):  
Adam J. Mills ◽  
Karen Robson
Keyword(s):  
Brand Management ◽  
Management Strategies ◽  
Emotional Engagement ◽  
Brand Value ◽  
Fake News ◽  
Content Type ◽  
News Stories ◽  
Narrative Response ◽  
Conceptual Paper ◽  
Insight Into

Purpose Brand value is increasingly threatened by fake news stories; the purpose of this paper is to explain how narrative response can be used to mitigate this threat, especially in situations where the crisis is severe and consumers are highly involved. Design/methods This conceptual paper derives recommendations and guidance for the use of narrative response based on storytelling and brand management literature. Findings This paper highlights authenticity and emotional engagement as keys to effective storytelling. Practical implications Current managerial approaches to dealing with misinformation are insufficient, as they presuppose an audience that can be convinced based on facts; this paper can be used to help brand managers respond to fake news stories when rational appeals fail. Originality/value This paper provides insight into brand management strategies in the era of fake news.

scholarly journals Customer brand co-creation behavior: conceptualization and empirical validation

2018 ◽  
Vol 36 (3) ◽  
pp. 334-348 ◽  
Author(s):  
Cassandra France ◽  
Debra Grace ◽  
Bill Merrilees ◽  
Dale Miller
Keyword(s):  
Structural Equation ◽  
Brand Management ◽  
Management Strategies ◽  
Customer Participation ◽  
Equation Modeling ◽  
Brand Value ◽  
Content Type ◽  
Positive Effects ◽  
Customer Perspective

PurposeThe purpose of this paper is to expand on existing co-creation knowledge in order to accurately conceptualize, operationalize and contextualize the customer brand co-creation behavior concept from a customer perspective.Design/methodology/approachA quantitative approach is adopted in this study, using structural equation modeling to verify the co-creation of brand value for those customers who co-create.FindingsA new four-dimensional co-creation behavior concept is supported, highlighting the role of development, feedback, advocacy and helping, in the co-creation of brand value. Furthermore, a range of customer-level and brand-level antecedents are empirically verified.Research limitations/implicationsThe research takes a customer-centric view of co-creation and in doing so provides new insight into the effect on the co-creator. Additionally, the research offers an improved level of specificity in the co-creation domain by conceptualizing, operationalizing and contextualizing customer co-creation in a comprehensive research study.Practical implicationsThe findings offer new insight to brand managers, identifying avenues for increasing customer participation in co-creation programs and critically highlighting that co-creation behavior has positive effects on the co-creator’s perception of brand value.Originality/valueThe customer-centric approach offers an original perspective from which to explore co-creation, demonstrating the positive potential of co-creation in brand management strategies.

Elephants in the room

Facilities ◽  
2015 ◽  
Vol 33 (5/6) ◽  
pp. 412-423
Author(s):  
Bert Smit ◽  
Roy C. Wood
Keyword(s):  
Design Methodology ◽  
Management Strategies ◽  
Environmental Design ◽  
Human Dimensions ◽  
Facilities Management ◽  
Content Type ◽  
Direct Relevance ◽  
Management Concepts ◽  
Key Issues ◽  
Conceptual Paper

Purpose – This paper aims to develop an understanding of the potential for application of facilities management concepts and principles in the context of the “zoo sector”. Design/methodology/approach – The paper is a conceptual one and begins with a narrative designed to provide sufficient background to understanding key issues relevant to the practice of facilities management in zoological and similar institutions, including the implications of conservational/scientific and display imperatives of zoological facilities for facilities management. We then consider how these issues can be worked through in the context of four broad dimensions of facilities management: strategies for the management of stakeholder behaviour (non-human animals, personnel and visitors); building and environmental design (including space usage); safety, security and health; and “miscellaneous” services. The paper concludes by providing a provisional framework for further research into facilities management in the zoo sector. Findings – As a conceptual paper, there are no empirical findings. Conceptually, the paper offers an initial and simple framework for interpreting the possible application of facilities management in zoological and related facilities. Originality/value – In a search of the two principal journals in the field of facilities management, nothing could be found of direct relevance to the management of facilities in zoological and similar organizations. This paper is thus a singular contribution to the field. Conceptually, the authors attribute neglect of the topic to the distinctive traditions in the study of facilities management, which, at the risk of caricature, emphasise either the pre-eminence of a building and building services approach to facilities management, or an approach which is almost exclusively focused on the “human” dimensions to the discipline.

Creating upside in export markets

2021 ◽  
Vol 37 (3) ◽  
pp. 32-33
Keyword(s):  
New Product Development ◽  
Brand Management ◽  
Customer Relationship ◽  
Export Markets ◽  
Content Type ◽  
Management Capability ◽  
Pertinent Information ◽  
Conceptual Paper ◽  
Management Capabilities ◽  
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 conceptual paper demonstrates that a framework of four distinct higher-order dynamic marketing capabilities – namely, ambidextrous market orientation (AMO), customer relationship management capabilities (CRMC), brand management capability (BMC), and new product development capabilities (NPDC) – do serve exporters directly by boosting their performance in export markets. AMO, which is a mixture of a proactive and reactive approach to market forces, is designated as the beating heart of the wider DMC framework. 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.

Managing omni-customer brand experience via augmented reality

2020 ◽  
Vol 23 (3) ◽  
pp. 427-445 ◽  
Author(s):  
Maria Teresa Cuomo ◽  
Debora Tortora ◽  
Giuseppe Festa ◽  
Francesca Ceruti ◽  
Gerardino Metallo
Keyword(s):  
Augmented Reality ◽  
Brand Management ◽  
Research Question ◽  
Customer Behavior ◽  
Brand Value ◽  
Brand Experience ◽  
Store Brand ◽  
Chain Store ◽  
Content Type ◽  
Customer Segment

Purpose The adoption of augmented reality (AR) settings represents an extraordinary opportunity to enrich the value of the omni-customer brand experience, especially in fashion retail. AR enhances the brand of extra-contents, both informational and sensorial, amplifies its significance toward consumers and inflects its commercial and emotional charm through new dimensions in the store. In this light, the purpose of this paper is to verify whether AR affects customer behavior toward brands in the retailing system. Design/methodology/approach By means of a qualitative approach, a preliminary research question linking technological settings of the store/brand and customer informational eagerness has been analyzed in a fashion retailing chain store. To frame the research question, the omni-customer segment perspective has been assumed, taking into consideration two main dimensions as follows: implementation of in-store AR settings; and affective/cognitive/functional structure of the experiential brand value. Findings Preliminary findings suggest that AR can create extra brand value by simplifying the decision-making process and engaging customers. In the sum four “realms” in terms of augmented brand experience can emerge and be managed by retailers. Originality/value Even though the contribution of AR is easily understood in selling activities from a marketing perspective, very few retail applied studies can be found to-date. The present analysis aims to narrow this gap. It also contributes to brand management, stimulating the integration of the AR dimension as an additional facet of a brand tool kit in the “project” for value co-creation.

Fake news and brand management: a Delphi study of impact, vulnerability and mitigation

2019 ◽  
Vol 29 (2) ◽  
pp. 246-254 ◽  
Author(s):  
Andrew Flostrand ◽  
Leyland Pitt ◽  
Jan Kietzmann
Keyword(s):  
Expert Opinion ◽  
Delphi Study ◽  
Social Life ◽  
Brand Management ◽  
Mitigation Strategies ◽  
Fake News ◽  
Content Type ◽  
Management Domain ◽  
International Panel ◽  
The Impact

Purpose Fake news is presently one of the most discussed phenomena in politics, social life and the world of business. This paper aims to report the aggregated opinions of 42 brand management academics on the level of threat to, the involvement of, and the available actions of brand managers resulting from fake news. Design/methodology/approach A Delphi study of 42 academics with peer-reviewed publications in the brand management domain. Findings The study found that on some dimensions (e.g. the culpability of brand managers for incentivizing fake news by sponsoring its sources), expert opinion varied greatly. Other dimensions (e.g. whether the impact of fake news on brand management is increasing) reached a high level of consensus. The general findings indicate that fake news is an increasing phenomenon. Service brands are most at risk, but brand management generally is need of improving or implementing, fake news mitigation strategies. Research limitations/implications Widely diverse opinions revealed the need for conclusive research on the questions of: whether brands suffer damage from sponsoring fake news, whether fake news production is supported by advertising and whether more extensive use of internet facilitated direct interactions with the public through crowdsourcing increased vulnerability. Practical implications Experts agreed that practitioners must become more adept with contemporary tools such as fake news site blacklists, and much more aware of identifying and mitigating the brand vulnerabilities to fake news. Social implications A noteworthy breadth of expert opinion was revealed as to whether embellished or fabricated brand narratives can be read as fake news, inviting the question as to whether brands now be held to higher standards of communication integrity. Originality/value This paper provides a broad-shallow exploratory overview of the professional opinions of a large international panel of brand management academics on how the recent arrival of industrial fake news does, and will, impact this field.

The truth (as I see it): philosophical considerations influencing a typology of fake news

2019 ◽  
Vol 29 (2) ◽  
pp. 150-158
Author(s):  
Caitlin Candice Ferreira ◽  
Jeandri Robertson ◽  
Marnell Kirsten
Keyword(s):  
Knowledge Creation ◽  
Design Methodology ◽  
Alternative View ◽  
Extensive Literature ◽  
Fake News ◽  
Power Structures ◽  
Content Type ◽  
Conceptual Paper ◽  
Practical Implications

Purpose The purpose of this paper is to provide an overview of the philosophical considerations of fake news and provide an alternative view to current conceptualizations of its binary nature. Through an evaluation of existing research, a typology of fake news is presented that considers the possibility that the propagation of fake news about a brand, may be stemming from the brand itself, a previously unexplored field in the literature. Design/methodology/approach This is a conceptual paper based on extensive literature review on the fields of fake news and knowledge creation, resulting in the creation of a synthesized typology. Findings The role of power structures greatly influences the ability for a brand to respond to fake news. Externally constructed disinformation is seemingly more difficult for a brand to address, as a result of having limited control over the message. Internally constructed information, while stemming from the brand itself provides the brand with more control, but a greater public distrust as the source of the fake news seems to confirm the disinformation. Practical implications This paper presents a typology that contrasts the source of the construction of disinformation and the extent to which the facts have been fabricated. Furthermore, this paper provides future researchers with an alternate understanding of the conceptualization of fake news. Originality/value This paper is the first of its kind to establish a typology of fake news on the basis of the source of construction of disinformation. The source plays an important role when assessing the associated brand risks and developing an approach to combat potential negative implications.

Health-related fake news during the COVID-19 pandemic: perceived trust and information search

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lei Zheng ◽  
Jon D. Elhai ◽  
Miao Miao ◽  
Yu Wang ◽  
Yiwen Wang ◽  
...  
Keyword(s):  
Perceived Control ◽  
Search Behavior ◽  
Fake News ◽  
Content Type ◽  
News Stories ◽  
Internet Users ◽  
Health Related ◽  
The Usa ◽  
Time Lagged ◽  
Pandemic Severity

PurposeHealth-related online fake news (HOFN) has become a major social problem. HOFN can lead to the spread of ineffective and even harmful remedies. The study aims to understand Internet users' responses to HOFN during the coronavirus (COVID-19) pandemic using the protective action decision model (PADM).Design/methodology/approachThe authors collected pandemic severity data (regional number of confirmed cases) from government websites of the USA and China (Studies 1 and 2), search behavior from Google and Baidu search engines (Studies 1 and 2) and data regarding trust in two online fake news stories from two national surveys (Studies 2 and 3). All data were analyzed using a multi-level linear model.FindingsThe research detected negative time-lagged relationships between pandemic severity and regional HOFN search behavior by three actual fake news stories from the USA and China (Study 1). Importantly, trust in HOFN served as a mediator in the time-lagged relationship between pandemic severity and search behavior (Study 2). Additionally, the relationship between pandemic severity and trust in HOFN varied according to individuals' perceived control (Study 3).Originality/valueThe authors' results underscore the important role of PADM in understanding Internet users' trust in and search for HOFN. When people trust HOFN, they may seek more information to implement further protective actions. Importantly, it appears that trust in HOFN varies with environmental cues (regional pandemic severity) and with individuals' perceived control, providing insight into developing coping strategies during a pandemic.

A luxury brand management framework built from historical review and case study analysis

2015 ◽  
Vol 43 (10/11) ◽  
pp. 1083-1100 ◽  
Author(s):  
RayeCarol Cavender ◽  
Doris H. Kincade
Keyword(s):  
Brand Management ◽  
Management Strategies ◽  
Historical Review ◽  
Business Environment ◽  
Fashion Industry ◽  
Corporate Structure ◽  
Content Type ◽  
Luxury Brand ◽  
Luxury Industry

Purpose – The purpose of this paper is to develop a luxury brand management (LBM) framework that accounts for the changing luxury environment (i.e. heterogeneous consumer populations, operations within markets of varying maturity, need for seamless customer experiences, and Omni-channel retailing). Framework set within this new luxury business environment and environmental phenomena unique to the fashion industry (i.e. fashion adoption, zeitgeist). Design/methodology/approach – Case study of leading luxury conglomerate, Louis Vuitton Möet Hennessy (LVMH), combined with in-depth historical review of luxury industry. Primary and secondary data sources yielded thick descriptions of brands in LVMH portfolio and larger luxury industry, in which conglomerate is the predominant organizational structure. Content analysis of data-tracked relationships and emergent patterns. Recontextualization techniques were employed to identify key dimensions of brand management operations for sample company and further explicated indicators, sub-variables, and measurements. Macro and micro dimensions were combined for the final framework. Findings – Findings revealed a LBM framework with specific dimensions at the micro or company level that are combined with variables and indicators in the macro-business environment. Strategic management response was also identified as a tool companies can use to synthesize brand management strategies throughout company and remain adaptive to environment. Originality/value – Contributes to company-based luxury research. Holistic findings; framework was constructed from the micro-company level within a macro-environmental context, increasing its relevancy for firms. Potential to be employed in strategic brand management decisions of luxury companies, regardless of their corporate structure, size, or age.

Brand management in a situation of an economic crisis

2016 ◽  
Vol 28 (4) ◽  
pp. 743-758 ◽  
Author(s):  
Rafał Drewniak ◽  
Robert Karaszewski
Keyword(s):  
Emerging Markets ◽  
Brand Management ◽  
Good Time ◽  
Brand Value ◽  
Content Type ◽  
Secondary Sources ◽  
Course Of Action ◽  
Starting Point ◽  
The World ◽  
Marketing Activities

Purpose The purpose of this paper is to present modern marketing tools used by today’s businesses to maintain or strengthen the value of their brands in the conditions of deteriorating economic situation. The specific purpose is an analysis of activities that might be attempted by companies in emerging markets in order to increase the strength of their brands. Design/methodology/approach The paper presents the determinants of the development of brand value. An analysis has also been made of activities connected with the development of the brand based on the experience of the best brands in the world. Considerations are based on secondary sources, from national and international journals, books, magazines and specialist reports, as well as were supported by research results of the most valuable brands in the world. Findings The paper provides the insight of marketing activities, that may favor building brand value in the time of recession. It was suggested that recession may be a good time for some companies to invest in the brand. However, today’s competition conditions are forcing companies to used more modern marketing techniques in order to build a positive brand image. In addition, customers increasingly expect to be able to engage in brand and wish to influence its image. Practical implications The paper includes implications for companies in emerging markets, through which it is possible to effectively manage brand value in the time of crisis. These proposals are an important course of action for companies from emerging markets, which tend to increase the strength of its brand. Originality/value Due to the fact that the considerations in the paper relate to general proposals for action, the results can constitute a starting point for in-depth research in the future. An interesting issue would be to assess the effectiveness of the proposed activities in emerging markets.

Imperatives for research designs with Muslim women

2017 ◽  
Vol 35 (1) ◽  
pp. 2-17 ◽  
Author(s):  
Aisha Wood Boulanouar ◽  
Robert Aitken ◽  
Zakaria Boulanouar ◽  
Sarah Jane Todd
Keyword(s):  
Data Collection ◽  
Research Design ◽  
Muslim Women ◽  
Ethical Practice ◽  
Content Type ◽  
Research Designs ◽  
Academic Researchers ◽  
Conceptual Paper ◽  
Practical Implications ◽  
Insight Into

Purpose The purpose of this paper is to improve the quality and efficacy of data collected from Muslim respondents, particularly women, through an examination of Islamic teachings and illustrated using a “conservative” paradigm of practice. The paper is designed to be helpful to researchers in designing both their projects and their data collection methods. Design/methodology/approach The paper is conceptual, in that it provides an overview of some important, often overlooked or misunderstood areas on which studies have been based and gives frameworks and also ethical pointers to researchers. Findings Framed to explain approaches to “conservative” Muslim women in societies across the globe, what is presented herein allows insight into all varieties of Muslim practice. This is achieved by explaining the possible objections to different methodologies and techniques of research for Muslim women at the “conservative” end of the practicing spectrum – this allowing a highlighting of ideas and ideals applicable across the spectrum. Practical implications Useful for academic researchers and also commercial researchers, potentially saving both time and money by pointing out possible errors in research design while also ensuring good ethical practice. The paper is offered to assist researchers in eliciting full and frank responses from Muslim respondents based on informed and thoughtful research design and data collection and providing possibly contextualisation(s) of what is said to enhance data analysis and interpretation. Originality/value Believed to be the first paper of its kind in English, this conceptual paper provides insight for researchers aiming to get the most useful and ethically sound outcomes for those interviewed, as well as those interviewing.

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