CORPORATE BRAND BUILDING IN START-UPS

2005 ◽  
Vol 13 (03) ◽  
pp. 273-294 ◽  
Author(s):  
PETER WITT ◽  
VERENA RODE
Keyword(s):  
Structural Model ◽  
Causal Relation ◽  
New Ventures ◽  
Measurement Model ◽  
Corporate Identity ◽  
Corporate Image ◽  
Corporate Brand ◽  
Formative Measurement ◽  
Brand Building ◽  
Start Ups

In this paper, we develop a multi-stage formative measurement model to investigate which factors constitute the corporate brand of a start-up as seen from within the firm (corporate identity) and as perceived from outside (corporate image). Furthermore, we propose a structural model for brand building in start-ups, i.e. the causal relation between corporate identity and corporate image. We test this model empirically for a sample of 311 German start-ups. The study proves the importance of well-balanced and timely corporate branding activities in new ventures. It shows that internal branding activities are at least as important as those communication measures that are directly targeted at external audiences like customers and investors.

scholarly journals Impact of Quality Management on Business Performance of Manufacturing Firms: The Moderated Effect of Industry 4.0

2021 ◽  
Vol 25 (3) ◽  
pp. 120-135
Author(s):  
Nu Nguyen ◽  
Chuong Nguyen ◽  
Hieu Nguyen ◽  
Van Nguyen
Keyword(s):  
Quality Management ◽  
Industry 4.0 ◽  
Business Performance ◽  
Quantitative Methods ◽  
Structural Model ◽  
Measurement Model ◽  
Manufacturing Firms ◽  
Quality Model ◽  
Formative Measurement ◽  
Measurement Models

Purpose: The research aims to investigate the individual quality management (QM) factors impact on business performance in manufacturing firms. We then assess their influence and look at how industry 4.0 affects business performance directly. Furthermore, the study will demonstrate the moderate effect of industry 4.0 on the interaction between QM and business performance.        Methodology/Approach: The authors used two methodologies. The first is qualitative methods, by interviewing experts to develop a realistically appropriate model. The second is quantitative methods, by carrying out the survey and getting 84 observations. This research used the multivariate data analysis technique PLS-SEM to evaluate three measurement models: formative measurement model, reflective measurement model, and structural model. Findings: The QM was operationalised as a multi–dimensional construct. According to the findings, these individual QM factors significantly affect the organisation’s performance, including customer satisfaction, employee satisfaction and quality performance. Besides, QM and Industry 4.0 have directly impact on performance. The study also shows that industry 4.0 has a positive moderating role in the relationship between QM and business performance. Research Limitation/Implication: The survey was only done in emerging countries and the sample size is limited. There are other QM and business performance measurement parameters that have not yet to be discussed. Originality/Value of paper: The study contributes to the QM literature by building a business quality model, in which the role of Industry 4.0 was explored.

scholarly journals Do Food Image and Food Neophobia Affect Tourist Intention to Visit a Destination? The Case of Australia

2019 ◽  
Vol 59 (5) ◽  
pp. 928-949 ◽  
Author(s):  
Mun Yee Lai ◽  
Ying Wang ◽  
Catheryn Khoo-Lattimore
Keyword(s):  
Structural Model ◽  
Measurement Model ◽  
Destination Image ◽  
Future Research ◽  
Food Neophobia ◽  
Formative Measurement ◽  
Effect Of Food ◽  
Image Building ◽  
Food Image ◽  
Multi Method Approach

This study examines the predictive power of cognitive and affective food image components on potential tourists’ behavioral intention. Using Chinese tourists’ perception of Australia as the context, the study adopted a multi-method approach incorporating desktop research, surveys of food tourism stakeholders, and quantitative testing of a model using survey data. Results confirmed that (1) cognitive food image is a formative construct, (2) cognitive food image is a stronger predictor of intention than affective image, and (3) the moderating effect of food neophobia highlights the need for a destination image-building strategy to be sensitive to tourists’ food-related personality traits. Study findings validate a structural model that integrates theories regarding food image and food neophobia to explain destination food image formation. Results also offer a comprehensive formative measurement model of cognitive food image for future research.

scholarly journals Measuring the Effect of Service Quality and Corporate Image on Student Satisfaction and Loyalty in Higher Learning Institutes of Technical and Vocational Education and Training

2019 ◽  
Vol 8 (5C) ◽  
pp. 533-538
Keyword(s):  
Service Quality ◽  
Student Satisfaction ◽  
Structural Model ◽  
Measurement Model ◽  
Corporate Image ◽  
Higher Learning ◽  
Vocational Education And Training ◽  
Future Research ◽  
Direct Effects ◽  
Student Loyalty

The 11th Malaysia Plan has emphasized that TVET HLIs is expected to increase the number of enrolment, improve quantity and quality of graduate to meet industry demand. However, in a competitive higher learning industry, previous researches revealed that TVET HLIs are facing challenges such as service quality and corporate image that potentially effect student satisfaction and loyalty. The main objective of this research is to measure the effects of service quality and corporate image on student satisfaction and loyalty. Stimulus- OrganismResponse (SOR) model was adapted in conceptualizing the relationship between the constructs. The scope of study is focus on student from TVET HLIs which is Universiti Kuala Lumpur (UniKL). This study adapted quantitative method whereby questionnaires was used as instrument for data collection. 398 data were collected and analyzed using PLS-SEM. The measurement model indicated that the measurement items are reliable and valid. The structural model indicates that there is a significance and direct effects of service quality and corporate image on student satisfaction and student loyalty. In addition, student satisfaction also has significance and direct effects on student loyalty. In the future research, it is suggest to extend the scope to other TVET HLIs and public HLIs.

scholarly journals Exploring Mediating Role of Corporate Image between Service Quality and Student Loyalty using PLS-SEM

2020 ◽  
Vol 9 (3) ◽  
pp. 2726-2730
Keyword(s):  
Service Quality ◽  
Structural Model ◽  
Measurement Model ◽  
Corporate Image ◽  
Mediating Effect ◽  
Vocational Education And Training ◽  
Future Research ◽  
Student Loyalty ◽  
The Government ◽  
The Relationship

The demand on high skill graduate shows increasing trend in the context of Malaysia. Current supply of higher skill graduate is in adequate to support the industry. Thus, the government expected that, the number of student enrolment in higher Technical and Vocational Education and Training (TVET) institutions to be increased. Recent studies highlighted that service quality and corporate image are two critical factors that influence student loyalty. However, the mediating effect of corporate image has given less attention in the previous research. Thus, the purpose of this research is to explore the mediating effect of corporate image on the relationship between the service quality and student loyalty. The scope of this study is final year student of higher TVET universities. 398 of completed questionnaires were analyzing using SPSS and Smart-PLS. The measurement model shows that all constructs are reliable. While the structural model result showed that there is a direct and significant effect of corporate image on the relationship between service quality and student loyalty. The mediating test indicates that there is a partial mediation of corporate image on the relationship between service quality and student satisfaction. Future research is suggested to explore in depth on other factors that could have mediate the relationship between service quality and student loyalty.

Challenges of corporate brand building and management in a state owned enterprise

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Justine Alexandra Cullinan ◽  
Russell Abratt ◽  
Michela Mingione
Keyword(s):  
Decision Making ◽  
Corporate Branding ◽  
Corporate Identity ◽  
Brand Identity ◽  
Corporate Brand ◽  
Content Type ◽  
Brand Building ◽  
Brand Development ◽  
Corporate Brand Identity ◽  
Decision Making Factors

Purpose While there is a growing body of literature about corporate branding, studies of corporate branding in state-owned enterprises (SOEs) are limited despite the important role they play in many economies. The purpose of this paper is to explore how managers perceive the significance and challenge of corporate brand building and management within a state-owned organisation. Design/methodology/approach A qualitative and interpretative research paradigm was used in the form of a case study design. This study focusses on the South African Broadcasting Corporation where executives and managers responsible for corporate branding decisions were interviewed. Findings Findings highlight the specific purposes, decision making factors, stakeholders and brand portfolio of an SOE corporate brand. Research limitations/implications Corporate brands help build brand identity and point out that a SOEs' corporate brand identity is dual in nature. The duality of mission, stakeholders and decision making, triggers brand challenges, namely, unclear corporate identity and fragmented corporate brand strategies, which must be carefully orchestrated over time and across stakeholders. Originality/value This study highlights the issues state-run enterprises face in building and managing a corporate brand and proposes an original model for SOEs' corporate brand development process.

scholarly journals The Impact of Brand Equity on Employee’s Opportunistic Behavior: A Case Study on Enterprises in Vietnam

2021 ◽  
Vol 14 (4) ◽  
pp. 164
Author(s):  
Quang Bach Tran ◽  
Quoc Hoi Le ◽  
Hoai Nam Nguyen ◽  
Dieu Linh Tran ◽  
Thi Thuy Quynh Nguyen ◽  
...  
Keyword(s):  
Employee Engagement ◽  
Brand Equity ◽  
Structural Equation ◽  
Structural Model ◽  
Negative Impact ◽  
Theory And Practice ◽  
Emotional Engagement ◽  
Opportunistic Behavior ◽  
Corporate Brand ◽  
The Impact

Brand is considered a valuable asset that a business wants to create and maintain growth throughout its business cycle. This paper examines the impact of corporate brand equity on employees’ opportunistic behavior. The paper uses quantitative research methods, through linear SEM (Structural Equation Modelling) analysis of structural model with a scale of 609 samples of employees of enterprises in Vietnam. The research results show that corporate brand equity has a negative impact on employees’ opportunistic behavior. In the relationship between these two factors, trust and emotional engagement act as intermediate factors. Additionally, the research demonstrates that trust has a positive effect on all three components of employee engagement, including emotional engagement, computational engagement, and standards-based engagement. On that basis, the research suggests a number of recommendations to minimize the opportunistic behavior of employees in the enterprise. The findings of this study have shown the importance and impact of brand equity on employee opportunistic behavior. These are meaningful contributions in both theory and practice to help businesses gain deeper insight into brand equity and the need to pay attention to building and developing durable brand equity for businesses. At the same time, it is an important basis for the next research projects.

What's New in the Launching of Start-ups?

2009 ◽  
Vol 23 (2) ◽  
pp. 133-137 ◽  
Author(s):  
Diego Matricano
Keyword(s):  
New Ventures ◽  
Business Environment ◽  
Economic Role ◽  
Globalized Economy ◽  
New Business ◽  
New Thinking ◽  
Experimental Laboratory ◽  
Start Ups ◽  
Research Centres

The exploitation of knowledge and experience is increasingly important to companies operating in the globalized economy, faced with intense competition and striving to make headway in difficult markets. If such exploitation is important for existing companies, able to develop their own knowledge from previous experience, it is critical for new ventures that have no direct real-world experience on which to draw. Would-be entrepreneurs now operate in a very different business environment from that of their predecessors and they need new forms of entrepreneurship education and new methods of pre-launch trial and analysis for start-ups. The transition from ‘nature’ to ‘nurture’ in the approach to and perception of entrepreneurship, coupled with the increasingly engaged economic role of higher education institutions and research centres can be manipulated effectively to improve the prospects for success of high-expectation entrepreneurs. This article demonstrates how Curley and Formica's model of the experimental laboratory for would-be entrepreneurs responds to the new business environment and the new thinking.

Percezione del management e percezione del cliente: un confronto sui punti di forza dell'impresa

2009 ◽  
pp. 125-146
Author(s):  
Stefano Cabras ◽  
Cinzia Dessě ◽  
Michela Floris
Keyword(s):  
Customer Value ◽  
Measurement Model ◽  
Measurement Scale ◽  
Marketing Theory ◽  
Formative Measurement ◽  
Analysis Measurement ◽  
Proposed Model ◽  
Additive Contribution ◽  
Formative Measurement Model ◽  
Value Measurement

Customer value is unanimously considered to be one of the most fundamental concepts in marketing theory. Nonetheless, customer value measurement has been at best sparse or minimal. The authors specify and test a formative measurement model of customer value which describes the additive contribution of four categories of benefits and three categories of sacrifices to customer value formation. The authors present results of measurement scale development process in three consumption contexts, and show that the proposed model, which they call perceived consumption experience value (PCEV), is reliable and valid, and is able to predict customer satisfaction and loyalty better than the Gale method.Keywords: customer value, benefits and sacrifices analysis, measurement Parole chiave: valore per il cliente, analisi benefici/sacrifici, misurazione

PERANCANGAN IDENTITAS VISUAL REBRANDING CITRA PERUSAHAAN CEMARA CERAMICS (DESIGN OF CEMARA CERAMICS VISUAL REBRANDING IDENTITY)

2021 ◽  
Vol 4 (1) ◽  
pp. 1
Author(s):  
Anak Agung Ngurah Gede Marhendra ◽  
Agung Eko Budiwaspada ◽  
Sangayu Ketut Laksemi Nilotama
Keyword(s):  
Design Thinking ◽  
Corporate Identity ◽  
Corporate Image ◽  
Visual Design ◽  
Stage Design ◽  
The Core ◽  
Visual Identity ◽  
The Creation ◽  
Strategy Design ◽  
Core Problem

<p>Abstract Design of Cemara Ceramics Visual Rebranding Identity aims to produce a concept strategy and visual rebranding of the Cemara Ceramics company and produce a Cemara Ceramics rebranding visual identity design in order to encourage the creation of a new identity image. The method in this design uses a 5-stage Design Thinking approach, namely Empathize, Define, Ideate, Prototype and Test. The result achieved is the design of the new Cemara Ceramics corporate identity. With the use of the design thinking method in this research, various problems related to the company image of Cemara Ceramics can be found. The core problem obtained is how to design a strategy and concept of visual identity rebranding to encourage the creation of a new corporate image of Cemara Ceramics.</p><p>Keywords: visual rebranding identity, concept strategy, design thinking</p><p>Abstrak Perancangan Identitas Visual Rebranding Citra Perusahaan Cemara Ceramics ini bertujuan untuk menghasilkan strategi konsep dan visual rebranding perusahaan Cemara Ceramics serta menghasilkan rancangan identitas visual rebranding Cemara Ceramics dalam rangka mendorong terciptanya citra identitas yang baru. Metode dalam perancangan ini menggunakan pendekatan 5 tahapan Design Thinking yaitu Empathize, Define, Ideate, Prototype dan Test. Hasil yang dicapai yaitu rancangan corporate identity Cemara Ceramics yang baru. Dengan adanya penggunaan metode design thinking pada penelitian ini dapat menemukan berbagai permasalahan terkait citra perusahaan Cemara Ceramics. Permasalahan inti yang didapat yaitu mengenai bagaimana merancang strategi dan konsep identitas visual rebranding untuk mendorong terciptanya citra baru perusahaan Cemara Ceramics.</p><p>Kata kunci: identitas visual rebranding, strategi konsep dan visual, design thinking</p>

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