scholarly journals Influence to the Audience as a Communicative Function in Brand Management

2021 ◽  
Vol 44 (2) ◽  
pp. 84-97
Author(s):  
Eglė Juozėnaitė
Keyword(s):  
Public Relations ◽  
Brand Management ◽  
Brand Strategy ◽  
Negative Consequences ◽  
Brand Communication ◽  
Competitive Edge ◽  
Target User ◽  
Analysis And Synthesis ◽  
Continue Research ◽  
Or Organization

Relevance and problem of the topic. Exploring the influence of brand communication on different audiences is a complex and responsible process because the same communicated message to different audiences can be understood differently. An improperly communicated message may not reach the audience, be misunderstood, or provoke a hostile reaction, however, a properly chosen communication message may have the desired influence to the audience. How to communicate with different audiences and what methods to choose are especially important in today’s rapidly changing context.The problem analyzed in this article can be defined by the following questions: How to communicate with the audience? What influences to choose from? Based on this information, it will be possible to continue research in the field of public relations management to reveal the influence of brand communication on the audience, it can help brands to gain a competitive advantage in the markets and create greater added value.Problems. It is not entirely known what impact brand communication has on audiences. It is important for brands not only to create a brand image but also to find and choose the most appropriate ways to communicate with the audience so that individuals receive the communication message sent to them in the most acceptable and understandable ways. Improper communication, inaccurately chosen methods of communication with the audience can lead to undesirable consequences. The message sent by the brand can be misunderstood and interpreted, it can lead to undesirable negative consequences and cause reputational crises, leading to significant psychological, social, financial losses. Properly selected communication can help brands gain a competitive edge in the markets and create greater added value.Objective. To review and analyze the ways of brand’s communication, which aims to influence the audiences.The object: the influence of communication in brand managementTasks: 1) To analyze the concept of the brand; 2) To analyze the concept of the audience; 3) To review the ways of brand communication influence.Methods of comparative theoretical analysis and synthesis of the literature, generalization.Brand management consists of the role of the brand and the symbolic elements of the brand (brand name, logo, text). The brand is the most durable asset of the company. Good results are achieved by companies that are able to choose a brand strategy that meets consumer expectations. Brands can also make the influence by creating compelling knowledge and news by communicating in ways that reduce cognitive stress. In order to influence other people, it is possible to do so by appealing to the feelings of the audience, realizing the main emotions - anger, fear, sadness, feeling of happiness, disgust. It is important to monitor what kind of emotions brand communication causes to the audience, pay attention to the feedback. An audience can be interpreted as everything that an individual or organization communicates. In order to present news to the audience as convincingly and persuasively as possible, it is important to segment the audience and create a description of the target user.

scholarly journals The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries

2022 ◽  
Author(s):  
Mar Gómez-Rico ◽  
Arturo Molina-Collado ◽  
María Leticia Santos-Vijande ◽  
María Victoria Molina-Collado ◽  
Brian Imhoff
Keyword(s):  
Public Relations ◽  
Brand Management ◽  
Brand Image ◽  
Measurement Model ◽  
Tourism Industry ◽  
Theory And Practice ◽  
Least Squares Regression ◽  
Brand Preference ◽  
Brand Communication ◽  
Positive Effects

AbstractThis research aims to analyze brand communication and brand image as specific drivers of wine brand preference and their influence on wine consumers’ intention to visit associated wineries. Specifically, this paper enhances the understanding of the roles of advertising-promotion, sponsorship-public relations, corporate social responsibility, and social media in brand communication, as well as functional, emotional and reputation components in brand image development in the context of wine tourism industry. Data was collected through a structured and self-administered questionnaire from 486 visitors to wineries in Spain. Partial least squares regression was used to evaluate the measurement model and the hypotheses. The empirical analysis shows that brand communication and brand image have similar positive effects on brand preference, and that brand image mediates the relationship between brand communication and brand preference. This research suggests implications for theory and practice relative to brand management in terms of communication and image; and it proposes insights into novel communication tools and marketing activities for the winery tourism industry. Firms should employ a holistic evaluation of brand communication to involve the whole organization, which would enhance the strategic role that brand communication plays.

PUBLIC RELATIONS IN ARMENIAN STATE ADMINISTRATION AND BANKING SYSTEM

2017 ◽  
Vol 14 (2) ◽  
pp. 177-188
Author(s):  
A. Avetisyan
Keyword(s):  
Mass Media ◽  
Public Relations ◽  
Banking System ◽  
Mutual Understanding ◽  
The Real ◽  
The Public ◽  
State Administration ◽  
Or Organization ◽  
Government Institution

Benevolent relations between each government institution, company or organization and its publicity are provided by Public Relations specialists. They try to provide public with information, based on the real facts, which lead to the establishment and maintenance ofthe benevolent relations and mutual understanding. Taking into consideration the fact, companies and organizations generate relevant departments, responsible for communication with Mass media and the public. These departments take responsibility for making the organization presentative, for publicity and transparent work. The aim of the research is to identify the opportunities, weaknesses and achievements of Public relations in Armenian Banking System and State Administration.

Understanding Populism and Why It Matters

2017 ◽  
Author(s):  
Paul D. Kenny
Keyword(s):  
Quantitative Analysis ◽  
Liberal Democracy ◽  
Political Ideology ◽  
Party Systems ◽  
Negative Consequences ◽  
Political Movement ◽  
Electoral Success ◽  
The Media ◽  
Or Organization ◽  
Populist Party

This chapter discusses the concept of populism in greater detail and also describes how party systems are measured and classified. Rather than conceive of populism as a type of thin political ideology, this book understands populism as a distinctively personalistic type of political movement or organization in which charismatic leaders look to directly mobilize mass constituencies through the media and other means. The chapter next distinguishes between programmatic, patronage, and populist party systems, based on which type of party is most common. Finally, the chapter provides a quantitative analysis of the consequences of populist electoral success for democracy across a number of indicators. It shows that populist rule has generally negative consequences for the functioning of liberal democracy, which makes the effort to understand populist electoral success all the more pressing.

The role of leadership and communication in internal city branding

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rico Piehler ◽  
Ayla Roessler ◽  
Christoph Burmann
Keyword(s):  
Corporate Branding ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Commitment ◽  
City Branding ◽  
Brand Communication ◽  
Internal Branding ◽  
Content Type ◽  
City Brand ◽  
The City

Purpose This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the corporate branding domain in a city branding context. Design/methodology/approach The relationships between the brand management-related antecedents and the internal city branding (ICB) objective are tested through structural equation modeling using cross-sectional survey data of 414 residents of a German city. Findings Both the brand-oriented leadership of the mayor in terms of acting as a role model by living the city brand and its identity and by showing commitment to the brand and the city’s online brand communication in terms of its quality have positive effects on residents’ city brand commitment. Moderation analyses reveal no significant differences between the path estimates for age, place of birth, duration of residency and education. However, the results differ significantly for gender. Research limitations/implications As this study’s sample is limited to only one city in Germany, further research needs to investigate the relationships in different cities and other countries to ensure the generalizability of the results. Future studies might also include other aspects of city brand communication, as well as cognitive and behavioural ICB objectives. Practical implications To increase residents’ city brand commitment, city brand managers should ensure that a city’s online brand communication is adequate, complete, credible, useful and clear. Furthermore, through creating awareness for the importance of a mayor’s brand-oriented leadership and through educating and training the mayor to engage in this specific form of brand-oriented transformational leadership, city brand managers can increase residents’ emotional attachment with the city brand. Originality/value This study integrates internal branding research from the corporate branding domain with place and city branding research. It confirms that certain aspects of internal branding (i.e. brand-oriented leadership, brand communication and brand commitment) are applicable not only in the corporate branding domain but also in other branding contexts such as city branding if adapted properly.

Pengelolaan website sebagai Media Informasi Publik

2020 ◽  
Vol 2 (2) ◽  
pp. 201-220
Author(s):  
Rina Himaturipa ◽  
Abdul Azis Maarif ◽  
Yusuf Zaenal Abidin
Keyword(s):  
Public Relations ◽  
Management Process ◽  
City Governments ◽  
Regional Office ◽  
The Public ◽  
Study Approach ◽  
Fact Finding ◽  
Or Organization ◽  
Application Programs

Tujuan dari penelitian ini adalah untuk mengetahui proses pengelolaan dimulai dari pencarian data dan fakta, perencanaan, pengaplikasian program, serta tahap evaluasi. Proses ini merupakan rangkaian dari pengaplikasian konsep four step public relations yang dijalankan oleh humas Kantor Wilayah Kementrian Agama Provinsi Jawa Barat, yaitu tahap fact finding, planning and programming, taking actions and communications, and evaluations. Penelitian ini menggunakan paradigma konstruktivisme , pendekatan kualitatif dan metode studi kasus, mengenai suatu lembaga atau organisasi dengan berupa fenomena yang ada dan terjadi nyata disuatu lembaga atau organisasi. Hasil dari penelitian ini menerangkan bahwa proses pengelolaan website menghasilkan data yang terbagi kedalam dua bagian yaitu fakta primer dan sekunder , setelah data didapatkan selanjutnya perencanaan program aplikasi yang memudahkan publik, lalu pengaplikasian program aplikasi seperti halnya E-MTQ, SIMKAH, dan lain-lain, tahap akhir yaitu evaluasi yang dilakukan seperti Rapat Koordinasi dengan Pemerintah Provinsi dan Kab/Kota. Kata Kunci :  Pengelolaan; Humas; Website       The purpose of this research is to find out the management process, Fact Finding, Planning and programming, Taking Actions and communications, and evaluation stages. This process is a series of applications of the four-step public relations concept run by the PR of the Regional Office of the Ministry of Religion of West Java Province. Researchers also use a case study approach that is about an institution or organization in the form of phenomena that exist and occur real in an institution or organization. The results of this study explain that the website management process produces data which is divided into two parts, namely primary and secondary facts, after the data is obtained then the planning of application programs that facilitate the public, then application of application programs such as E-MTQ, SIMKAH, and others, the final stage is an evaluation conducted such as a Coordination Meeting with the Provincial and District / City Governments. Keywords: Management; PR; Website

scholarly journals Aktivitas Public Relations dalam Mengelola Citra di Industri Financial Technology

2020 ◽  
Vol 12 (2) ◽  
pp. 285-300
Author(s):  
Kevin Zaprilan Lovis
Keyword(s):  
Corporate Social Responsibility ◽  
Public Relations ◽  
Social Responsibility ◽  
Brand Management ◽  
Customer Relations ◽  
Community Relations ◽  
Media Relations ◽  
Government Relations ◽  
Corporate Social ◽  
Financial Technology

Citra perusahaan yang baik di mata publik menjadi salah satu faktor yang harus diperhatikan di tengah persaingan bisnis saat ini. Bagi perusahaan fintech lending yang bergerak pada layanan keuangan dan beroperasional secara online, trust dan citra positif dari pengguna atau calon pengguna menjadi hal yang penting. Membangun trust dan citra positif merupakan fungsi dari public relations dalam sebuah perusahaan. Melalui penelitian ini akan dilihat bagaimana praktisi public relations Investree menjalankan aktivitas PR dalam rangka mengelola citra perusahaan. Penelitian ini menggunakan paradigma interpretif dan pendekatan kualitatif, dengan wawancara sebagai metode utama dalam pengumpulan data. Hasil penelitian menunjukkan bahwa posisi PR di Investree sudah dijalankan secara strategis dengan aktivitas PR yang paling dominan dilakukan adalah media relations, customer relations, dan content and brand management. Akan tetapi, aktivitas lainnya seperti community relations, government relations, corporate social responsibility dan lain sebagainya juga dilakukan oleh tim lainnya dalam departemen Marketing & Communications. Selanjutnya, semua tools PR juga telah dimanfaatkan oleh tim PR Investree, mulai dari controlled PR, uncontrolled PR, dan juga semi-controlled PR, termasuk salah satunya adalah media sosial dalam mengelola citra positif di mata publik. Kata Kunci: Citra, Public Relations, Fintech Lending, Media Relations, PR Tools

scholarly journals LEGAL REGULATION OF TOBACCO AND TOBACCO PRODUCTS IN THE SLOVAK REPUBLIC AND IN THE EUROPEAN UNION

2013 ◽  
Vol 2 (2) ◽  
pp. 44-53
Author(s):  
Barbara Pavlíková
Keyword(s):  
European Union ◽  
Slovak Republic ◽  
Legal Regulation ◽  
The European Union ◽  
Negative Consequences ◽  
Tobacco Products ◽  
Excise Duty ◽  
Analysis And Synthesis ◽  
Regulatory Instruments ◽  
The Eu

Abstract The contribution deals with the Slovak and the EU legal regulation of tobacco and tobacco products. Its primary purpose is to point out the Slovak and European legal acts which constitute the main regulatory instruments in this field using the method of analysis and synthesis. Rules of production, distribution and conditions of use of tobacco and products thereof are in the Slovak Republic contained mainly in two acts - the Act No 335/2011 Coll. on Tobacco Products and the Act No 377/2004 Coll. on the Protection of Non-smokers, as well as in special Decree No 212/2012 Coll., regulating tobacco products. Regulation of excise duty on tobacco products can be found in the Act with the same name - Act No 106/2004 Coll.. Another objective of the paper is also to draw attention to the amendment of Act on Protection of Non-smokers which entered into force on 1 July 2013. The European Union struggles with the negative consequences of smoking at the supranacional level and its institutions - the European Commission, the European Parliament and the Council of the EU - are already for several years adopting legal acts to facilitate uniformity and easier interpretation of European law also in the field of legal regulation of tobacco and tobacco products. The predominant part of the existing legislation deals with the approximation of laws in areas that are closely related to the manufacture, presentation and sale of tobacco products, but also to the collection of taxes from these products.

scholarly journals Proses Kampanye Public Relations “Youtube Broadcast Box” Di Media Sosial

Gunahumas ◽  
2020 ◽  
Vol 1 (1) ◽  
pp. 56-71
Author(s):  
Merina Lydia Isabella Natashya ◽  
Hanny Hafiar ◽  
Aat Ruchiat Nugraha
Keyword(s):  
Public Relations ◽  
Attitude Change ◽  
Value Of Information ◽  
Brand Strategy ◽  
Brand Experience ◽  
Literature Study ◽  
Purposive Sampling ◽  
The Public ◽  
Public Relations Campaign

ABSTRAK Perkembangan strategi brand suatu produk sekarang ini semakin kreatif dengan menggunakan berbagai media komunikasi untuk dapat mempersuasi publik. Keberadaan suatu brand dapat dikomunikasikan melalui pendekatan emotional feel, attitude change, dan behaviour yang dilakukan terhadap target sasarannya. Youtube sebagai provider yang memiliki peran yang kuat dalam menyimpan data informasi yang paling besar berupa tayangan film dapat memberikan kontribusi untuk membangun dan meningkatkan brand experience produk tertentu. Tujuan penelitian ini adalah untuk mengetahui proses kampanye yang dilakukan oleh Youtube Broadcast Box dalam upaya meningkatkan brand experience terhadap Youtubers Indonesia. Adapun metode penelitian yang digunakan adalah deskriptif dengan teknik pengumpulan data melalui wawancara terstruktur, observasi, dan studi pustaka. Dalam teknik penentuan key informan, penelitian ini menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa proses kampanye public relations yang dilakukan oleh Youtube Broadcast Box telah dapat meningkatkan brand experience para Youtubers Indonesia yang dibuktikan dengan banyaknya kunjungan dari audience yang ingin menonton tayangan di Youtube secara berkelanjutan untuk berbagai kegiatan yang dianggap memiliki nilai informasi bagi publik. Kata Kunci : Kampanye Public Relations, Brand Experience, dan Youtube Broadcast Box ABSTRACT The development of the brand strategy a product now this is getting creative by the use of various media of public communication persuasive. The existence of a brand can be communicated with the emotional feel , attitude change , and behaviour was done with their targets. Youtube as providers having role strong in store data information the greatest of impressions film to give contribution to build and improve brand experience certain products. The purpose of this research is to aware of the campaign done by youtube broadcast box in order to increase brand experience of youtubers Indonesia. As for research methodology used is descriptive to technique data collection through interviews structured, observation, and the literature study. The technique of the determination of key informants, this research using a technique purposive sampling. The research results show that the process of public relations campaign conducted by broadcast box of youtube has been able to increase brand experience the youtubers indonesia which is evidenced by the number of visits from audience who want to watch impressions on youtube in a sustainable way for various activities being regarded as having the value of information to the public. Keywords: public relations campaign, brand experience, and youtube broadcast box

Administrative responsibility for offense in the field of environmental protection

2021 ◽  
Vol 12 (3) ◽  
Author(s):  
Kidalov Serhii ◽  
◽  
Snizhna Valeriia ◽  
Keyword(s):  
Public Relations ◽  
Environmental Protection ◽  
Environmental Law ◽  
Scientific Work ◽  
Legal Rights ◽  
Scientific Article ◽  
Negative Consequences ◽  
Nature Protection ◽  
Legal Mechanism ◽  
Administrative Responsibility

The scientific work investigates the features of administrative liability for offenses in the field of environmental protection. A classification of administrative offenses in the field of environmental protection has been formed, where the most common method is classification by object of encroachment. A study of the composition of administrative offenses in the field of environmental protection. In particular, it is determined that the composition of environmental offenses consists of: object – public relations in the field of environmental protection; subject – a natural sane person aged 16 years; objective side – illegal behavior, causing harm to the environment or violation of legal rights of subjects of environmental law; the causal link between the wrongful conduct of a person and the harm caused, the subjective side – guilt, motive and purpose of the offense. The issues, essence, features and types of measures of administrative coercion in the field of nature protection, the system and types of administrative penalties, the causes and conditions of committing offenses in the field of ecology are studied. In particular, it is determined that the causes and conditions of environmental offenses can be divided into two groups: subjective (is circumstances that arise in a person's desire to commit them) and objective, which include negative consequences for the nature of some achievements of science and technology. In addition, the scientific article attempts to analyze the main mechanisms of prevention of administrative offenses in this area and on the basis of this analysis, the authors provide their own conclusions on improving the administrative and legal mechanism of environmental protection. Also, it is determined that the administrative remedies for the prevention of administrative offenses in the field of environmental protection in addition to the establishment of legal norms, rules, regulations and standards include: state control over environmental protection; persuasion measures; measures of administrative coercion applied for the purpose of prevention, cessation of offenses in the field of environmental protection and bringing the perpetrators to administrative responsibility, as well as remedial measures. It is proved that to improve the administrative and legal mechanism in the field of ecology, our state should introduce: the use of legal, scientifically sound approach, a system of assistance to enterprises in the field of environmental modernization of production, adoption of the «polluter pays» principle, training and retraining of civil servants, environmental sphere. Keywords: administrative offenses, environmental protection, administrative and legal mechanism, composition of administrative offenses, administrative coercion, administrative and legal measures

Approaches to understanding the category "special legal regimes"

2021 ◽  
Vol 28 (1) ◽  
pp. 71-78
Author(s):  
Oleksandr M. Bukhanevych ◽  
Anastasiia M. Mernyk ◽  
Oleh O. Petryshyn
Keyword(s):  
Civil Rights ◽  
Public Relations ◽  
Legal Regulation ◽  
Special Focus ◽  
Negative Consequences ◽  
Legal Regime ◽  
Martial Law ◽  
State Of Emergency ◽  
Legal Personality ◽  
Legal Regimes

The study investigates the main approaches to understanding such legal categories as “legal regimes” and “special legal regime”, and provides their classification. Special legal regimes serve as the legal basis for restricting human and civil rights and freedoms; therefore, the relevance of the study of the concept, types, and main features of special legal regimes is beyond doubt. The authors of the study consider the relationship between the categories of special legal regime of a state of emergency and martial law, and describe the main grounds for their imposition. The authors noted a need for a clear, consistent legal regulation of the model of behaviour aimed at overcoming and eliminating negative consequences of an emergency and military nature. Attention is focused on the fact that in Ukraine, the regulation of public relations arising in connection with emergencies and military situations has become particularly important after the emergence of a military conflict on the territory of Ukraine and the spread of the COVID-19 virus. The study provides the author’s vision of the categories “legal regimes” and “special legal regimes”. it is proposed to interpret the legal regimes as the regulatory procedure, which is expressed in a set of legal means that describe a special combination of interacting permits, prohibitions, and obligations, while implementing a special focus of regulation. The latter should be interpreted as a form of public administration that makes provision for the restriction of the legal personality of individuals and legal entities, introduced as a temporary measure provided by means of administrative and legal nature, and aimed at ensuring the security of the individual, society, and the state. The study provides the classification of special legal regimes and contains proposals to distinguish them according to the content and basis of occurrence as follows: state of emergency, martial law, state of siege, state of war, state of public danger, state of tension, state of defence, state of threat, state of readiness, state of vigilance

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