scholarly journals “Exotic, welcoming and fresh”: stereotypes in new Nordic branding

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hogne Lerøy Sataøen
Keyword(s):  
Nation Branding ◽  
National Identities ◽  
National Brand ◽  
National Narratives ◽  
Content Type ◽  
Branding Strategies ◽  
National Images ◽  
The Relationship ◽  
National Stereotypes ◽  
Nordic Brand

Purpose Ideas related to “the Nordic” are important in the reconstruction of national identities in Denmark, Finland, Iceland, Norway and Sweden, and these countries’ modern national narratives are structurally highly similar. At the same time, there are clear differences between the Nordic countries regarding their national images. The purpose of this study is to a examine the relationship between ideas of the Nordic and national images through a qualitative study of brand manifestations on Nordic web portals for foreign visitors. Design/methodology/approach The two guiding research questions are: How do Nordic branding strategies and national stereotypes impact on nation-branding content toward visitors in the Nordic region? What traces of the Nordic as a supranational concept can be found when the Nordic is translated into concrete national brand manifestations? The analysis focuses on brand manifestations such as brand visions, codes of expression, differentiation, narrative identity and ideologies. Findings The analysis shows that clichés about the nations prevail in contemporary brand material and that Nordic branding strategies impact on the portals in diffuse and implicit ways. There are, however, some important common denominators, pointing toward a new Nordic brand related to exotic, untouched yet easily accessible nature, with a focus on pure, fresh and clean food with new tastes, in combination with happy and welcoming people. Originality/value The results from the study contribute with insight in how ideas of the Nordic on a supranational level transform when used in concrete and practical branding material. Further, this paper proposes a new Nordic branding focus, which contests traditional Nordic ideas.

A framework to manage business-to-business branding strategies

2019 ◽  
Vol 14 (2) ◽  
pp. 110-122 ◽  
Author(s):  
Fabio Cassia ◽  
Francesca Magno
Keyword(s):  
Design Methodology ◽  
Specific Situation ◽  
Content Type ◽  
The Past ◽  
Branding Strategies ◽  
B2b Branding ◽  
Number Of Customers ◽  
The Relationship ◽  
Business To Business ◽  
Practical Implications

PurposeIn the past decades, a growing body of studies has assessed the importance of brands in business-to-business (B2B) markets. However, until date, a comprehensive understanding of B2B branding strategies is lacking. Hence, the purpose of this paper is to develop a framework to select and manage B2B branding strategies.Design/methodology/approachThis study’s arguments are developed in line with MacInnis’s (2011) guidelines on conceptual contributions in marketing.FindingsAs a result of the arguments of this study, a framework is developed to identify the relationships between the types of B2B contexts and effective B2B branding strategies.Research limitations/implicationsDespite deriving from an extensive analysis of the literature, the framework requires future empirical validation. Moreover, the relationship linking a supplier to its customer is unique, and hence, each supplier should carefully select a branding strategy depending on the specific situation.Practical implicationsThe suggested framework provides actionable insights to inform managers’ decisions about the most effective B2B strategy for their firm, based on the relational complexity (number of customers, intensity of co-production and co-creation, and dyadic vs multiple-actor view).Originality/valueThis is the first study to provide a comprehensive model of B2B branding strategies. Therefore, it contributes to both advance theoretical knowledge and managerial practice.

scholarly journals From the sharing economy to the visitor economy: the impact on small retailers

2019 ◽  
Vol 6 (1) ◽  
pp. 90-98 ◽  
Author(s):  
Louise Grimmer ◽  
Oskaras Vorobjovas-Pinta
Keyword(s):  
Design Methodology ◽  
Sharing Economy ◽  
Research Note ◽  
Review Of The Literature ◽  
Content Type ◽  
Travel Experience ◽  
Branding Strategies ◽  
The Impact ◽  
The Relationship ◽  
Collaborative Efforts

Purpose The visitor economy is increasingly being recognised by local authorities, governments and destination marketing managers as having a significant effect on local retail precincts. This research note proposes that there is a link between the rise of the sharing economy (notably Airbnb) and the growing awareness and appreciation of the impact of the visitor economy. The purpose of this paper is to provide an example of the marketing efforts of a specific retail precinct to attract visitors engaged in the sharing economy. Design/methodology/approach The approach taken involves a review of the literature pertaining to the sharing and visitor economies. Using an example from an Australian tourist city – Hobart, Tasmania, this research reviews a collaborative marketing campaign undertaken by retailers in a city precinct designed to appeal to stakeholders in the visitor economy. Findings Shopping at local stores and retail precincts form an integral part of the travel experience. This research note offers an overview of the nexus between the sharing and visitor economies. In particular, it presents the potential implications of collaborative marketing efforts to attract visitors to a retail precinct. It is suggested that the development of new marketing and branding strategies, specifically retailer-led collaborative efforts, are a positive approach to attract stakeholders involved in the sharing and visitor economies. Originality/value This research note is one of the first to recognise the relationship between the rise of the sharing economy and the subsequent conceptualisation of a visitor economy. This note recognises the particular importance of the nexus between the sharing and visitor economies for retail precincts.

Meeting the needs of different business-to-business customers

2019 ◽  
Vol 35 (11) ◽  
pp. 21-23
Keyword(s):  
Design Methodology ◽  
Business Markets ◽  
Content Type ◽  
Branding Strategies ◽  
Customer Type ◽  
Pertinent Information ◽  
Business Customers ◽  
The Relationship ◽  
Business To Business ◽  
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 Brands are playing an increasingly influential role in business-to-business markets. Suppliers can become better positioned to exploit the opportunities offered by devising and implementing branding strategies appropriate to the nature of the relationship with and requirements of each customer type. 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.

Testing self-congruity theory in the context of nation brand personality

2015 ◽  
Vol 24 (1) ◽  
pp. 18-27 ◽  
Author(s):  
José I. Rojas-Méndez ◽  
Nicolas Papadopoulos ◽  
Mohammed Alwan
Keyword(s):  
Big Five ◽  
Brand Personality ◽  
Arabic Language ◽  
Nation Branding ◽  
Content Type ◽  
The Us ◽  
The Usa ◽  
Congruity Theory ◽  
Nation Brand ◽  
The Relationship

Purpose – The overall aim of the present study is to advance research by drawing from this body of work and applying the brand personality construct, which has so far been considered mostly in connection with commercial product brands, in the context of nation branding. More specifically, and also more importantly, the study aims to contribute to research both in nation branding, as well as, indirectly, in the broader domain of brand personality in general, by being one of the first to examine the relationship between individual personality (IP) and nation brand personality (NBP) traits. Design/methodology/approach – The study was conducted via a Web-based questionnaire in Arabic language to Saudi citizens living in Saudi Arabia. The study object was defined as the brand personality of the USA. To make possible the comparison between respondents’ personality and the US brand personality, the Big Five factors typology was used as a proxy (openness to experience, conscientiousness, extraversion, agreeableness and neuroticism). Findings – Results revealed a significant negative impact of the gaps between Saudi’s IP and the US brand personality (i.e. independent variables) upon their attitudes and intentions to behave toward the USA (dependent variables). Results also show that there are no moderating effects of previous visits paid to the USA and having relatives living there. Research limitations/implications – First, data were collected in only one country about perceptions of NBP traits of one other country. Thus, the results should not be generalized to other contexts until further research is done for a mix of both sample and target countries. This must include not only culturally dissimilar countries (as, in this case, Saudi views of the USA), but also countries that are classified as very close in their cultural distance index (i.e. view of the USA by Canadians or of Kuwaitis by Saudis). A second limitation is the proxy used to measure NBP. Future research may alternatively use an NBP scale developed explicitly for countries. Finally, the somewhat higher proportion of female respondents may be an issue to consider in future studies. In this study, the concern, if any, is largely ameliorated by the results, which showed virtually no significant differences between male and female average responses in relation to the Big Five (the only exception was observed with regards to conscientiousness, where males scored slightly lower than females). As was noted above, one may speculate as to potential reasons for the gender distribution in this study – but differences between samples and populations, not only in gender but in any sample characteristics, are quite common in research; therefore, any effort to achieve more balanced sample distributions will be well placed and received. Practical implications – These results should encourage nation brand marketers to closely consider the predominant personality of their target markets, as well as the perceived personality of their own countries (image) when developing international marketing strategies. Such strategic focus should start by deciding what messages to send to the target audience to create in their minds the intended country’s identity by using the appropriate personality traits in communication applications. As this paper has demonstrated, international audiences holding similar personality types, especially in agreeableness, extraversion and conscientiousness, would feel attracted to perform positively towards the country’s offerings (i.e. tourism, investment, job opportunities, immigration, etc.). Originality/value – In this first ever study to explore the relationship between an IP and NBP, a key finding is the confirmation of self-congruity theory.

From Romana Gens to cumbiatella: propaganda, migration and identity in Italo-Peruvian mobilities

Modern Italy ◽  
2018 ◽  
Vol 24 (1) ◽  
pp. 21-44
Author(s):  
Javier Suárez Trejo
Keyword(s):  
Twentieth Century ◽  
Latin America ◽  
National Identities ◽  
Three Dimensions ◽  
Economic Progress ◽  
Branding Strategies ◽  
Nineteenth And Twentieth Centuries ◽  
Relationship Of ◽  
The Relationship ◽  
Point Of Departure

Branding promotes and sells products and services through the creation of an identity – the brand. What happens when the promoter of a brand is a government? What transformations does a national identity experience when it becomes a brand to export? Is national branding a contemporary form of promoting national identities? To explore these questions, the article focuses on two artefacts that show the propaganda/branding strategies of Italians in Peru and Peruvians in Italy during the twentieth century: the magazine Romana- Gens ne la Terra de ‘Los Incas’ (1934–1941) and the ad-documentary Marca Perú in Loreto, Italy (2012). The analysis of these artefacts shows three dimensions of Italo-Peruvian mobilities. First, the complex negotiations of foreign populations that seek to integrate into their adoptive countries (and/or desired market). Second, the reversal of the direction of migration: Latin America was a point of arrival for the Italian immigrants from the nineteenth century until the 1970s, but during the last decades of the twentieth century, it became a point of departure to Italy, which was seen as a place of economic progress. Finally, the specific politics of affects in the relationship of Italian and Peruvian immigrants with national identities built during the nineteenth and twentieth centuries.

scholarly journals How store flyers design affect perceived variety of retailers’ assortment

2019 ◽  
Vol 119 (2) ◽  
pp. 382-396 ◽  
Author(s):  
Maciel Prediger ◽  
Ruben Huertas-Garcia ◽  
Juan Carlos Gázquez-Abad
Keyword(s):  
Laboratory Experiment ◽  
Conjoint Analysis ◽  
Future Research ◽  
Store Loyalty ◽  
Store Brand ◽  
National Brand ◽  
Content Type ◽  
Returns On Investment ◽  
The Relationship ◽  
Perceived Variety

PurposeThe purpose of this paper is to investigate the relationship between several aspects of store flyers design (presence of a institutional slogan, type of product (national brand (NB) or store brand (SB)) featured on the cover page, the size of the flyer, number of featured NBs, type of brand (NB vs SB) on promotion, and price difference between the most expensive (NB) and the cheapest SB) and the consumer’s perceived variety of the retailer’s assortment, as a dimension of its global image.Design/methodology/approachA mixed laboratory experiment that combined a between-subjects experimental design and inter-subject conjoint analysis was conducted. A fictitious flyer from a fictitious supermarket was created that included both real NBs and fictitious SBs. In total, 12 scenarios (i.e. flyers) were tested using a sample of 406 participants.FindingsAnalysis suggests that longer flyers have the greatest influence on consumers’ perceived variety of a retailer’s assortment; a greater number of NBs in a category influenced consumers’ perceptions positively, and featuring SBs on the cover enhanced perceived variety. If a retailer features SBs on a flyer’s cover, longer flyers are recommended, and shorter flyers are recommended if NBs are featured on the cover. A retailer should promote its own brand only if the most expensive NBs are featured with SBs.Research limitations/implicationsThis study analyses a single aspect of consumers’ purchasing behaviors – variety of a retailer’s assortment. Future research should examine other variables related to consumers’ purchasing behaviors. This study uses an online context to test hypotheses, but many aspects of flyer design are physical. Future research should test current findings in offline contexts to compare results. Research should also explore moderation by consumer variables such as brand and store loyalty.Practical implicationsTo researchers, the authors offer improved understanding of how a flyer’s design affects the first stage of purchasing. To practitioners, results offer better understanding of positive returns on investment of store flyers, and to retailers, results offer a guide to creating and organizing flyers.Originality/valueThis study is first to assess how a flyer’s design influences a dimension of store image. Unlike extant research that examines store flyers using econometric models at the aggregate level, this study uses a laboratory experiment that combines a between-subjects design with conjoint analysis.

Role of burnout on job level, job satisfaction, and task performance

2017 ◽  
Vol 38 (5) ◽  
pp. 630-645 ◽  
Author(s):  
Won Ho Kim ◽  
Young-An Ra ◽  
Jong Gyu Park ◽  
Bora Kwon
Keyword(s):  
Job Satisfaction ◽  
Task Performance ◽  
Organizational Context ◽  
Content Type ◽  
Job Level ◽  
Mediating Role ◽  
Final Sample ◽  
The Relationship ◽  
And Task

Purpose The purpose of this paper is to examine the mediating role of burnout (i.e. exhaustion, cynicism, professional inefficacy) in the relationship between job level and job satisfaction as well as between job level and task performance. Design/methodology/approach The final sample included 342 Korean workers from selected companies. The authors employed the Hayes (2013) PROCESS tool for analyzing the data. Findings The results showed that all three subscales of burnout (i.e. exhaustion, cynicism, professional inefficacy) mediate the relationship between job level and job satisfaction. However, only two mediators (i.e. cynicism, professional inefficacy) indicated the mediating effects on the association between job level and task performance. Originality/value This research presented the role of burnout on the relationships between job level, job satisfaction, and task performance especially in South Korean organizational context. In addition to role of burnout, findings should prove helpful in improving job satisfaction and task performance. The authors provide implications and limitations of the findings.

Dave Snowden on KM and big data/analytics: interview with David J. Pauleen

2017 ◽  
Vol 21 (1) ◽  
pp. 12-17 ◽  
Author(s):  
David J. Pauleen
Keyword(s):  
Big Data ◽  
Data Analytics ◽  
Big Data Analytics ◽  
Theory And Practice ◽  
Content Type ◽  
Face To Face ◽  
The Relationship ◽  
A Company ◽  
Practical Implications ◽  
Scientific Officer

Purpose Dave Snowden has been an important voice in knowledge management over the years. As the founder and chief scientific officer of Cognitive Edge, a company focused on the development of the theory and practice of social complexity, he offers informative views on the relationship between big data/analytics and KM. Design/methodology/approach A face-to-face interview was held with Dave Snowden in May 2015 in Auckland, New Zealand. Findings According to Snowden, analytics in the form of algorithms are imperfect and can only to a small extent capture the reasoning and analytical capabilities of people. For this reason, while big data/analytics can be useful, they are limited and must be used in conjunction with human knowledge and reasoning. Practical implications Snowden offers his views on big data/analytics and how they can be used effectively in real world situations in combination with human reasoning and input, for example in fields from resource management to individual health care. Originality/value Snowden is an innovative thinker. He combines knowledge and experience from many fields and offers original views and understanding of big data/analytics, knowledge and management.

scholarly journals Gender and Migrant Roles in Italian Neorealist and New Migrant Films: Cinema as an Apparatus of Reconfiguration of National Identity and ‘Otherness’

Humanities ◽  
2021 ◽  
Vol 10 (2) ◽  
pp. 71
Author(s):  
Marianna Charitonidou
Keyword(s):  
National Identity ◽  
Urban Studies ◽  
Italian Cinema ◽  
Main Argument ◽  
Narrative Strategies ◽  
National Narratives ◽  
The Status ◽  
And Gender ◽  
Post War ◽  
The Relationship

The article examines an ensemble of gender and migrant roles in post-war Neorealist and New Migrant Italian films. Its main objective is to analyze gender and placemaking practices in an ensemble of films, addressing these practices on a symbolic level. The main argument of the article is that the way gender and migrant roles were conceived in the Italian Neorealist and New Migrant Cinema was based on the intention to challenge certain stereotypes characterizing the understanding of national identity and ‘otherness’. The article presents how the roles of borgatari and women function as devices of reconceptualization of Italy’s identity, providing a fertile terrain for problematizing the relationship between migration studies, urban studies and gender studies. Special attention is paid to how migrants are related to the reconceptualization of Italy’s national narrations. The Neorealist model is understood here as a precursor of the narrative strategies that one encounters in numerous films belonging to the New Migrant cinema in Italy. The article also explores how certain aspects of more contemporary studies of migrant cinema in Italy could illuminate our understanding of Neorealist cinema and its relation to national narratives. To connect gender representation and migrant roles in Italian cinema, the article focuses on the analysis of the status of certain roles of women, paying particular attention to Anna Magnagi’s roles.

Heuristic biases in investment decision-making and perceived market efficiency

2018 ◽  
Vol 10 (1) ◽  
pp. 85-110 ◽  
Author(s):  
Syed Zulfiqar Ali Shah ◽  
Maqsood Ahmad ◽  
Faisal Mahmood
Keyword(s):  
Financial Markets ◽  
Market Efficiency ◽  
Negative Impact ◽  
Investment Decisions ◽  
Sampling Technique ◽  
Investment Strategy ◽  
Individual Investors ◽  
Content Type ◽  
Specific Investment ◽  
The Relationship

Purpose This paper aims to clarify the mechanism by which heuristics influences the investment decisions of individual investors, actively trading on the Pakistan Stock Exchange (PSX), and the perceived efficiency of the market. Most studies focus on well-developed financial markets and very little is known about investors’ behaviour in less developed financial markets or emerging markets. The present study contributes to filling this gap in the literature. Design/methodology/approach Investors’ heuristic biases have been measured using a questionnaire, containing numerous items, including indicators of speculators, investment decisions and perceived market efficiency variables. The sample consists of 143 investors trading on the PSX. A convenient, purposively sampling technique was used for data collection. To examine the relationship between heuristic biases, investment decisions and perceived market efficiency, hypotheses were tested by using correlation and regression analysis. Findings The paper provides empirical insights into the relationship of heuristic biases, investment decisions and perceived market efficiency. The results suggest that heuristic biases (overconfidence, representativeness, availability and anchoring) have a markedly negative impact on investment decisions made by individual investors actively trading on the PSX and on perceived market efficiency. Research limitations/implications The primary limitation of the empirical review is the tiny size of the sample. A larger sample would have given more trustworthy results and could have empowered a more extensive scope of investigation. Practical implications The paper encourages investors to avoid relying on heuristics or their feelings when making investments. It provides awareness and understanding of heuristic biases in investment management, which could be very useful for decision makers and professionals in financial institutions, such as portfolio managers and traders in commercial banks, investment banks and mutual funds. This paper helps investors to select better investment tools and avoid repeating expensive errors, which occur due to heuristic biases. They can improve their performance by recognizing their biases and errors of judgment, to which we are all prone, resulting in a more efficient market. So, it is necessary to focus on a specific investment strategy to control “mental mistakes” by investors, due to heuristic biases. Originality/value The current study is the first of its kind, focusing on the link between heuristics, individual investment decisions and perceived market efficiency within the specific context of Pakistan.

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