Green internal branding and green inter-functional coordination roles in the relationship between green brand orientation and brand performance

2021 ◽  
Author(s):  
Ahmed Rageh Ismail
Keyword(s):  
Conceptual Model ◽  
Brand Performance ◽  
Brand Orientation ◽  
Internal Branding ◽  
Research Gap ◽  
The Relationship

Purpose: This study aims to examine the roles of green internal branding and green inter-functional coordination in the relationship between green brand orientation and brand performance in selected Egyptian firms.Design/methodology/approach: A conceptual model linking the study variables is developed. To test the model, a questionnaire-based survey was conducted to collect data from a sample of 131 firms. Then, PLS-SEM was used to test proposed hypotheses of the study.Originality/value: This study addresses the research gap in green branding literature regarding the roles of green internal branding and green inter-functional coordination in enhancing financial and brand performance. The results suggest that green brand-orientation can contribute to financial and brand performance through green internal branding.Research limitations/implications: The limitation of this study is the fact that the sample consisted of only Egyptian firms. Hence, it is difficult to generalise the results to other countries. The implication for firms is recognising the importance of using green internal branding as a mean of achieving green brand objectives. Thus, the study may assist firms to make progress towards becoming green brand-oriented.

Brand orientation and brand performance in SMEs

2019 ◽  
Vol 42 (1) ◽  
pp. 155-171 ◽  
Author(s):  
Raphael Odoom ◽  
Priscilla Mensah
Keyword(s):  
Emerging Market ◽  
Hierarchical Regression ◽  
Brand Performance ◽  
Moderating Effects ◽  
Factor Analyses ◽  
Brand Orientation ◽  
Confirmatory Factor Analyses ◽  
Content Type ◽  
Confirmatory Factor ◽  
The Relationship

Purpose This study aims to investigate the moderating effects of innovation capabilities and social media capabilities on the relationship between brand orientation and brand performance among small- and medium-sized enterprises (SMEs). Drawing on the size differential feature from the organizational ecology theory, the paper further tests variations in these conditions across disaggregated SME levels. Design/methodology/approach The empirical part of the study was carried out with a sample of 484 enterprises in an emerging market context via exploratory and confirmatory factor analyses, along with a moderated hierarchical regression. Findings Results from the moderated hierarchical regression analysis indicate that although the two capabilities generally offered positive moderating effects across all enterprises, these are conditional and not invariant when disaggregated based on enterprise sizes (small vs medium). Originality/value The study suggests the need for enterprise owners/managers to identify optimal combinations of enterprise capabilities, based on their sizes, for which their complementarities with brand orientation efforts are more potent.

scholarly journals Brand orientation: a systematic literature review and research agenda

2020 ◽  
Vol 24 (1) ◽  
pp. 97-114 ◽  
Author(s):  
Lara Mendes Christ Bonella Sepulcri ◽  
Emerson Wagner Mainardes ◽  
Danilo Magno Marchiori
Keyword(s):  
Literature Review ◽  
Systematic Literature Review ◽  
Brand Management ◽  
Future Research ◽  
Brand Performance ◽  
Brand Orientation ◽  
Internal Branding ◽  
Content Type ◽  
Theoretical Contribution ◽  
Research Areas

Purpose Various studies dealing with brand orientation were analysed to discuss how the issues identified in this area have been relating over time. This paper aims to identify the key studies, the keywords used and the origin of the studies. Design/methodology/approach A systematic literature review (SLR) was performed within the Scopus database to select and summarize the studies that deal with brand orientation. Finally, 90 articles were subjected to bibliometric analysis. Findings Five major research areas were identified (brand orientation concept, hybrid strategies, internal branding management, brand performance and perceived brand orientation) and discussed. Research limitations/implications As the main theoretical contribution, the results showed a focus on research in five areas: the development of the brand orientation concept and proposed extensions; hybrid strategies; the relations between brand orientation, internal branding and brand management; the relation between brand orientation and financial performance; and the perceived brand orientation, mostly applied to higher education sector. Originality/value The study offers a general overview of brand orientation, identifying relations on topics of interest, main keywords and sub-themes in this field. The results contribute to fulfilling the research gap about the relationship between all these aspects. Finally, an agenda for future research is proposed.

Market orientation, brand management processes and brand performance

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pramod Iyer ◽  
Arezoo Davari ◽  
Saurabh Srivastava ◽  
Audhesh K. Paswan
Keyword(s):  
Market Orientation ◽  
Structural Equation ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Performance ◽  
Internal Branding ◽  
Content Type ◽  
Management Processes ◽  
The Relationship

Purpose The purpose of this study is to investigate the manner in which market orientation types facilitate the development of brand management processes (strategic brand management and internal branding), and brand performance. Design/methodology/approach The research model is assessed using data collected from brand executives. Existing scales are used to measure all the focal constructs. Partial least squares-based structural equation modeling (PLS-SEM) using the Smart-PLS 3.0 software is used to check for the psychometric properties of the scales and to test the hypotheses. Findings The results of this study indicate that proactive and reactive market orientation influence the internal branding and strategic brand management. The mediating role of strategic brand management in the relationship between proactive market orientation (PMO) and brand performance is significant. Similarly, internal branding mediates the relationship between PMO and brand performance. Also, strategic brand management and internal branding mediate the relationship between responsive market orientation (RMO) and brand performance. Results also indicate that market turbulence negatively moderates the relationship between strategic brand management and brand performance. Research limitations/implications Building on literature from brand management, organizational capabilities and market orientation, this study explicates the role of PMO and RMO in influencing different strategic brand management and internal branding, and subsequently, brand performance. The perspective used in this study provides an insight into how organizations can develop and manage brands from a process perspective. Practical implications To develop the brand management capability, organizations may benefit from cultivating processes that seek to meet the latent customer needs through explorative and proactive information seeking, and at the same time, pursing processes that focus on capturing the existing customer and competitor trends in the market. Social implications This study hopefully helps marketers realize that brand management function needs to move toward being more dynamic in nature. Originality/value This study borrows from the existing research on market orientation, branding and brand management to argue that organizations are required to not only maximize the brand returns in the existing market but also to adapt to the changes in the future.

scholarly journals Implications of Autonomous Vehicles for Accessibility and Transport Equity: A Framework Based on Literature

2021 ◽  
Vol 13 (8) ◽  
pp. 4448
Author(s):  
Alberto Dianin ◽  
Elisa Ravazzoli ◽  
Georg Hauger
Keyword(s):  
Conceptual Model ◽  
Transport System ◽  
Urban Areas ◽  
Autonomous Vehicles ◽  
Scientific Literature ◽  
Social Groups ◽  
Future Studies ◽  
Social Accessibility ◽  
The Relationship

Increasing accessibility and balancing its distribution across space and social groups are two fundamental goals to make transport more sustainable and equitable. In the next decades, autonomous vehicles (AVs) could significantly transform the transport system, influencing accessibility and transport equity. In particular, depending on the assumed features of AVs (e.g., private or collective) and the considered spatial, social, and regulative context (e.g., rural or urban areas), impacts may be very different. Nevertheless, research in this field is still limited, and the relationship between AV assumptions and accessibility impacts is still partially unclear. This paper aims to provide a framework of the key and emerging aspects related to the implications of AVs for accessibility and transport equity. To set this framework, we perform an analysis of the scientific literature based on a conceptual model describing the implications of AVs for the distribution of accessibility across space and social groups. We recognize four main expected impacts of AVs on accessibility: (1) accessibility polarization, (2) accessibility sprawl, (3) exacerbation of social accessibility inequities, and (4) alleviation of social accessibility inequities. These impacts are described and analyzed in relation to the main AV assumptions expected to trigger them through different mechanisms. Based on the results, some recommendations for future studies intending to focus on the relation between AVs, accessibility, and transport equity are provided.

scholarly journals Digital Platform Ecosystems as Living Labs for Sustainable Entrepreneurship and Innovation: A Conceptual Model Proposal

2021 ◽  
Vol 13 (11) ◽  
pp. 6494
Author(s):  
Grzegorz Baran ◽  
Aleksandra Berkowicz
Keyword(s):  
Conceptual Model ◽  
Real Life ◽  
The Body ◽  
Innovation Development ◽  
Sustainable Entrepreneurship ◽  
Digital Platforms ◽  
Digital Platform ◽  
Living Labs ◽  
Platform Ecosystems ◽  
The Relationship

The main idea of the paper is to combine modern research methods (as living labs that enable research in a real-life setting) with the new technological opportunities for entrepreneurship and innovation development (as digital platforms) to search for innovative solutions, while addressing the sustainable development problems. Thus, the paper aims to explain how real value for society is created within digital platform ecosystems and how they employ to this end novel solutions that better address existing social problems. Consequently, it proposes a conceptual framework to research and develop sustainable entrepreneurship and innovation with the use of digital platforms. This research study takes a synthesizing conceptual approach that seeks to integrate the existing knowledge drawn on two major streams of research: living labs as a methodology and digital platform ecosystems to enrich the theory of sustainable entrepreneurship and innovation development. The paper contributes to the body of knowledge by proposing a novel conceptual model of digital platform ecosystems as living labs for sustainable entrepreneurship and innovation. The model depicts digital platform ecosystems examined as living labs and the implicit processes that include platform users in problem-solving and value-creation in real-life settings. The novelty of the model stems from framing these processes that capture the relationship between individuals and opportunities as the foundations of entrepreneurship and the relationship between the problem space and the solution space, where the opportunities occur.

scholarly journals Academic Press and Student Engagement: Can Academic Psychological Capital Intervene? Test of a Mediated Model on Business Graduates

2019 ◽  
Vol 8 (3) ◽  
pp. 134
Author(s):  
Meryem Fati ◽  
Umair Ahmed ◽  
Waheed Ali Umrani ◽  
Fazluz Zaman
Keyword(s):  
Student Engagement ◽  
Undergraduate Students ◽  
Structural Equation ◽  
Psychological Capital ◽  
Private University ◽  
Academic Press ◽  
Academic Efficacy ◽  
Business Graduates ◽  
Research Gap ◽  
The Relationship

Psychological wellbeing has gained much prominence over the recent years. Parallel to organizational domains, empirical attention is also being paid across the academics as well. The present study attempted to examine the much important role and relationship between academic press and student engagement and to what length academic psychological capital can potentially mediate in the relationship. A total of 371 undergraduate students were sampled for the present study from a private university in Bahrain. Through using structural equation modelling using Smart PLS 3 the results of the mediated model reported significant relationship between academic press and academic psychological capital (i-e academic efficacy and resilience). Though the study did not find any support for academic press and student engagement relationship, nonetheless, found a significant mediation of academic psychological capital in the relationship between academic press and student engagement. The findings have suggested that students’ perceptions about how much their teacher presses them to do thoughtful work, facilitation in explaining and motivating for full efforts can act as a key ingredient for nurturing students` connectivity with the studies in general and views about their own learning. Accordingly, the study has also underlined that students with positive academic press from their teachers tend to be higher in engagement due to enhanced efficacy and resilience. The present study has attempted to address a major research gap with acute empirical findings for academicians to enhance their students` wellbeing. 

Mapping the urban environment using real-time physiological monitoring

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dimitra Dritsa ◽  
Nimish Biloria
Keyword(s):  
Data Collection ◽  
Conceptual Model ◽  
Urban Environment ◽  
Physiological Responses ◽  
Physiological Data ◽  
Contextual Data ◽  
Content Type ◽  
The Relationship ◽  
The City ◽  
Urban Stress

PurposeThis paper presents a critical review of studies which map the urban environment using continuous physiological data collection. A conceptual model is consequently presented for mitigating urban stress at the city and the user level.Design/methodology/approachThe study reviews relevant publications, examining the tools used for data collection and the methods used for data analysis and data fusion. The relationship between urban features and physiological responses is also examined.FindingsThe review showed that the continuous monitoring of physiological data in the urban environment can be used for location-aware stress detection and urban emotion mapping. The combination of physiological and contextual data helps researchers understand how the urban environment affects the human body. The review indicated a relationship between some urban features (green, land use, traffic, isovist parameters) and physiological responses, though more research is needed to solidify the existence of the identified links. The review also identified many theoretical, methodological and practical issues which hinder further research in this area.Originality/valueWhile there is large potential in this field, there has been no review of studies which map continuously physiological data in the urban environment. This study covers this gap and introduces a novel conceptual model for mitigating urban stress.

scholarly journals The impact of brand concept on brand equity

2017 ◽  
Vol 11 (2) ◽  
pp. 233-245 ◽  
Author(s):  
Joo-Eon Jeon
Keyword(s):  
Brand Equity ◽  
Emotional Attachment ◽  
Brand Performance ◽  
Brand Relationships ◽  
Content Type ◽  
Customer Commitment ◽  
Brand Relationship ◽  
Brand Concept ◽  
The Impact ◽  
The Relationship

PurposeResearches on the impact brand equity have grown considerably in recent years, as it has been shown to have significant impact on a company’s financial performance. This paper aims to empirically test the relationships between brand concepts and brand equity, while exploring the mediating roles of emotional attachment and customer commitment. Design/methodology/approachThe research investigates the effect of brand concept on the customer–brand relationship and brand performance. Additionally, it examines how the relationship between brand concept and brand equity is mediated by customer–brand relationships such as emotional attachment and commitment. FindingsThe results empirically demonstrate the important contribution of the three brand concepts to brand equity. The results empirically demonstrate the important contribution of the three-brand concept to customer commitment and to brand equity that has been predicted by prior research. Originality/valueThe main contribution of this study is to demonstrate the effects of the brand concepts related to aesthetic, functional and symbolic benefits on brand equity. From this, brand equity may be viewed as a link in the path of effects that indirectly connects brand concepts with market performance. Brand concept, emotional attachment and customer commitment are relevant constructs underlying brand equity, and commitment and loyalty are key mediating variables in relational exchanges.

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