scholarly journals Introducing a departmental branding model to improve the visibility and legitimacy of internal support functions

2021 ◽  
Author(s):  
◽  
Lisa Kurscheidt
Keyword(s):  
Brand Equity ◽  
Value Chain ◽  
Structural Equation ◽  
Essential Element ◽  
Equation Modeling ◽  
Future Research ◽  
Power Budget ◽  
Support Functions ◽  
Internal Customer ◽  
Internal Support

Branding for its part has experienced similar to marketing a broadening of the concept (Bastos and Levy 2012; Merz, He, and Vargo 2009). From being seen as a sub-discipline of marketing focusing only on product attributes (Louro and Cunha 2001), the relationship-focus era (Blackston 1992; Webster 2000) with its shift to brand value co-created by all stakeholders of the brand, has paved the way for branding to broaden in its own right (Ballantyne and Aitken 2007; Brodie, Glynn, and Little 2006). However, for the particular area in the organization – the department itself – only little research can be found on the application of branding in an inter-departmental context of a corporation (Beck 2010; Benson and Kinsella 2017; Cheskis 2012; Esser and Schelenz 2011; Jessl 2010; Rahman and Areni 2010; Siems and Lackus 2010). For instance, Siems and Lackus (2010, p. 32) observed: “what remains neglected is the understanding of internal customer-supplier relations and the relevance of branding in this relationship as an essential element of internal marketing (…). This is interesting – and important – because the sub-units themselves can represent the own brand and brand personalities: Internal services can be ‘internal brands’.” Within the organization, departments compete for scarce resources such as power, budget, personnel, top management awareness, recognition and legitimacy (Hybels 1995; Tyler 2006; Verhoef and Leeflang 2009; Webster Jr., Malter, and Ganesan 2005). In particular, internal support functions face challenges in their internal market for visibility and legitimacy e.g. due to their subordinate and “invisible” position in the value chain (Menon 2012; Park et al. 2012; Porter 1985; Rust et al. 2004). Despite there being a need for departments to position themselves in their own competing environment, there is no branding model with which such a sub-organization can address its market and business challenges. This thesis is a first attempt to close this research gap by proposing and discussing a model for departmental branding that can be applied to internal departments. The model shows what elements and stages comprise a departmental branding model and how it can contribute to improving visibility and legitimacy. Of particular note is next to the aspect of brand identity the central importance of employee branding as being a source of high influence on the brand equity for internal departments. Structural equation modeling (SEM) was used to identify the determinants of departmental brand equity. It could be revealed that departmental brand trust, predicted by communication and customer-supplier relationships, has the strongest effects on departmental brand equity. This allows to conclude that departmental brand equity is built through the internal customer’s social interactions and relations with the department’s employees. Finally, an action-oriented case study was conducted to provide practical insights into the application of departmental branding for the purpose of increasing the visibility and legitimacy of an internal support function. Learnings are discussed as well as facilitators and barriers derived for the successful adoption of the departmental branding model in future research.

scholarly journals Cyberstalking Victimization Model Using Criminological Theory: A Systematic Literature Review, Taxonomies, Applications, Tools, and Validations

Electronics ◽  
2021 ◽  
Vol 10 (14) ◽  
pp. 1670
Author(s):  
Waheeb Abu-Ulbeh ◽  
Maryam Altalhi ◽  
Laith Abualigah ◽  
Abdulwahab Ali Almazroi ◽  
Putra Sumari ◽  
...  
Keyword(s):  
Data Analysis ◽  
Structural Equation ◽  
Large Scale ◽  
Review Paper ◽  
Essential Element ◽  
Routine Activities ◽  
Criminological Theory ◽  
Equation Modeling ◽  
Future Research ◽  
Proposed Model

Cyberstalking is a growing anti-social problem being transformed on a large scale and in various forms. Cyberstalking detection has become increasingly popular in recent years and has technically been investigated by many researchers. However, cyberstalking victimization, an essential part of cyberstalking, has empirically received less attention from the paper community. This paper attempts to address this gap and develop a model to understand and estimate the prevalence of cyberstalking victimization. The model of this paper is produced using routine activities and lifestyle exposure theories and includes eight hypotheses. The data of this paper is collected from the 757 respondents in Jordanian universities. This review paper utilizes a quantitative approach and uses structural equation modeling for data analysis. The results revealed a modest prevalence range is more dependent on the cyberstalking type. The results also indicated that proximity to motivated offenders, suitable targets, and digital guardians significantly influences cyberstalking victimization. The outcome from moderation hypothesis testing demonstrated that age and residence have a significant effect on cyberstalking victimization. The proposed model is an essential element for assessing cyberstalking victimization among societies, which provides a valuable understanding of the prevalence of cyberstalking victimization. This can assist the researchers and practitioners for future research in the context of cyberstalking victimization.

The effect of novelty on travel intention: the mediating effect of brand equity and travel motivation

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yucheng Zhang ◽  
Jing Li ◽  
Chih-Hsing Liu ◽  
Yimo Shen ◽  
Guiquan Li
Keyword(s):  
Intrinsic Motivation ◽  
Brand Equity ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
The Relationship ◽  
Night Markets ◽  
Research Studies

PurposeResearch on the relationship between novelty and travel intention is lacking. This study attempts to fill this gap by developing a theoretical model to explain how novelty influences travel intention through two mediating paths: brand equity and tourist motivation.Design/methodology/approachIn this study, data were collected from 466 foreign visitors to Taiwanese night markets. To test the model, the authors applied structural equation modeling (SEM) to identify the critical attributes that predicted foreign tourists' travel intentions.FindingsThe SEM analysis indicated that novelty in tourism management was related to brand equity and intrinsic motivation, which increased foreign tourists' travel intentions and offered advantages for highly competitive, high-density night markets in Taiwan. In addition, brand equity was an important mediator that connected novelty and tourists' travel intentions. Finally, novelty indirectly affected travel intention and intrinsic motivation through brand equity.Research limitations/implicationsThere may exist potential moderators in the relationships among the brand equity and travel intention categories. Future research studies could explore whether any moderators influence the relationship mechanisms examined in this study.Originality/valueThis research expands on previous research studies that have focused on the value of travel intention. Furthermore, the study uses brand equity theory (BET) and the theory of planned behavior (TPB) to examine the mediating effect of intrinsic motivation on the relationship between novelty and travel intention.

Brand equity, satisfaction, and switching costs

2015 ◽  
Vol 33 (2) ◽  
pp. 164-178 ◽  
Author(s):  
Galina Biedenbach ◽  
Maria Bengtsson ◽  
Agneta Marell
Keyword(s):  
Conceptual Model ◽  
Brand Equity ◽  
Structural Equation ◽  
Switching Costs ◽  
Professional Services ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
Four Dimensions ◽  
Marketing Managers

Purpose – The purpose of this paper is to investigate the effects of satisfaction and switching costs on the development of brand equity in the business-to-business (B2B) setting. The study considers the hierarchical effects between brand awareness, brand associations, perceived quality, and brand loyalty. Furthermore, the conceptual model examines the direct effect of switching costs on satisfaction. Design/methodology/approach – Structural equation modeling was used to analyze 632 responses from the CEOs and CFOs of organizations buying auditing and business consultancy services from one of the Big Four auditing companies. Findings – The findings demonstrate the significant impact of satisfaction and switching costs on brand equity in the B2B setting. Furthermore, the findings show the positive effect of switching costs on satisfaction. Research limitations/implications – The study is conducted in the professional services context. Future research can examine whether the observed effects can be found in other B2B settings and considering various B2B services and industrial goods. Practical implications – The study contributes to marketing managers’ understanding of how marketing actions aimed to increase satisfaction can affect brand equity. Marketing managers are provided with insights and evidence on how switching costs can impact satisfaction and brand equity. Originality/value – The study tests a unique conceptual model focussing on the causal relationships between four dimensions of brand equity, satisfaction and switching costs. The findings provide a strong foundation for further investigation of links between the key marketing concepts: brand equity, satisfaction, and switching costs.

Examining the relationship between brand equity dimensions and university brand equity

2020 ◽  
Vol 34 (7) ◽  
pp. 1119-1141 ◽  
Author(s):  
Musa Pinar ◽  
Tulay Girard ◽  
Cigdem Basfirinci
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
Future Research ◽  
Public And Private ◽  
Content Type ◽  
Association Learning ◽  
Differentiation Strategy ◽  
Brand Association ◽  
University Brand

PurposeIn response to global competitive challenges, universities recently started developing better strategies for branding. Branding has been used as a differentiation strategy for higher education institutions. As the number of universities (public and private) has increased, so has the competition for students, the universities in Turkey have faced similar challenges. The main objective of this study is to investigate, from the students' perspective, the role of interactions of brand equity dimensions in creating a strong university brand.Design/methodology/approachCompiling from the literature, the study used a survey instrument to collect data at a comprehensive public university in Turkey. To assure representation of students across the campus, the sample included students at freshmen, sophomore, junior, senior and graduate levels from all major colleges.FindingsBased on 1,300 usable surveys from students across all colleges of a major state university, the PLS-SEM model revealed significant relationships among the brand equity dimensions of brand awareness, perceived quality, brand association, learning environment, emotional environment, brand trust, brand loyalty and university reputation. These brand dimensions collectively and/or individually influence the students' university learning experiences that may result in creating strong university brand equity.Research limitations/implicationsThe study was conducted at a government-owned university in Turkey capturing only students' perceptions. Future research could benefit from perceptions of other stakeholders like faculty, staff, alumni, and parents and testing the relationships for different types of universities. This study discusses the implications for developing university branding strategies.Originality/valueThe study empirically tests the validity and effects of the university brand equity dimensions with Turkish university students using structural equation modeling (SEM). It confirms that the measures of brand equity dimensions are also applicable in a different country.

scholarly journals O uso do cartão de crédito: o valor da marca e materialismo influenciam no comportamento impulsivo de compra?

2021 ◽  
Vol 14 (3) ◽  
pp. 502-520
Author(s):  
Luis Adriano Rodrigues ◽  
Marta Olivia Rovedder de Oliveira
Keyword(s):  
Brand Equity ◽  
Credit Card ◽  
Structural Equation ◽  
The State ◽  
Equation Modeling ◽  
Survey Method ◽  
Future Research ◽  
Buying Behavior ◽  
Footwear Industry ◽  
Impulsive Buying

Purpose - This study aims to identify factors, such as materialism and brand equity, that can influence impulsive buying behavior associated with the use of a credit card.Design/methodology/approach - We adopted the survey method, collecting 384 structured face-to-face questionnaires, focusing on the footwear industry. We collected the data in the state of Rio Grande do Sul - Brazil, covering the seven mesoregions of the state. Confirmatory factor analysis, descriptive statistics, ANOVA, T test and Structural Equation Modeling (SEM) were used to analyze the data.Findings – In this study, we find that brand equity does not impact impulsive buying behavior, but the credit card positively impacts impulsive buying behavior.Research limitations/implications – The research was executed just in one province, so future research could be developed in other’s places and culturesPractical Implications – This study can help scholars and managers of footwear industry understand impulsive buying behavior of its consumers.Original value – This study shows the relationship between credit card use, materialism and impulsive buying behavior constructs.

Building a sponsor’s equity through brand personality: perceptions of fans and rivals

2018 ◽  
Vol 8 (5) ◽  
pp. 454-468 ◽  
Author(s):  
Charitomeni Tsordia ◽  
Dimitra Papadimitriou ◽  
Artemisia Apostolopoulou
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Brand Personality ◽  
Equation Modeling ◽  
Future Research ◽  
Perceived Fit ◽  
Sport Sponsorship ◽  
Content Type ◽  
Short Period ◽  
Managerial Implications

Purpose The purpose of this paper is to explore the role of perceived fit and brand personality as means of building the brand equity of the sponsor in a basketball sponsorship setting both for team fans (fans) and fans of a rival team (rivals). Design/methodology/approach The sponsorship deal between Microsoft (X-BOX), a global software company, and Panathinaikos BC, a popular basketball team located in Athens, Greece, was selected for this examination. Empirical data were collected through self-administered questionnaires from 222 fans and 271 rivals. Structural equation modeling was run to test the research hypotheses. Findings Results provided evidence that brand personality mediates the effect of fans’ perceived fit evaluations on brand equity variables. No mediation of brand personality was found for rivals, as perceived fit did not significantly affect either positively or negatively any of the brand equity variables for those study participants. Research limitations/implications The timing of data collection, which took place a short period after the sponsorship deal was announced, the low degree of rivalry reported as well as the fact that sponsorship activation initiatives were not taken into consideration are seen as limitations of this study. Suggestions for future research that would address each of these limitations are offered. Practical implications The study contributed theoretically to sport sponsorship literature by introducing the concept of brand personality as a means to enhance sponsors’ brand equity in a basketball sponsorship setting for both team fans and rivals. Interesting managerial implications have emerged for marketing managers of both sponsors and sponsees. Originality/value This is one of the very few studies that propose a process by which sponsors can deal with rivals’ negative associations, uncovering opportunities that may exist for companies in sponsoring competing teams.

Cross-Lagged Relationships Between Self-Esteem, Self-Construal, and Happiness in a Three-Wave Longitudinal Study

2019 ◽  
Vol 40 (3) ◽  
pp. 177-185
Author(s):  
Daniela Moza ◽  
Laurențiu Maricuțoiu ◽  
Alin Gavreliuc
Keyword(s):  
Structural Equation ◽  
Time Lag ◽  
Self Esteem ◽  
Equation Modeling ◽  
Future Research ◽  
Cross Sectional ◽  
Self Construal ◽  
Self Worth ◽  
Practical Implications ◽  
Independent Person

Abstract. Previous research established that an independent construal of the self is associated with higher self-esteem, which, in turn, is associated with increased happiness. Regarding the directionality of these relationships, theoretical arguments have suggested that self-construal precedes self-esteem and that self-esteem precedes happiness. However, most research in this area is cross-sectional, thus limiting any conclusions about directionality. The present study tested these relationships in 101 Romanian undergraduates using a 3-wave cross-lagged design with a 6-month time lag between every two waves. Structural equation modeling analyses revealed that self-esteem is an antecedent of both happiness and dimensions of independent self-construal (i.e., consistency vs. variability and self-expression vs. harmony). In other words, one’s positive evaluation of self-worth precedes one’s self-perception as being a happy and independent person. The findings are discussed with respect to the theoretical and practical implications, along with limitations and suggestions for future research.

Celebrity Worship Among University Students in Malaysia

2011 ◽  
Vol 16 (4) ◽  
pp. 334-342 ◽  
Author(s):  
Viren Swami ◽  
Tomas Chamorro-Premuzic ◽  
Khairul Mastor ◽  
Fatin Hazwani Siran ◽  
Mohammad Mohsein Mohammad Said ◽  
...  
Keyword(s):  
Factor Analysis ◽  
Structural Equation Modeling ◽  
Structural Equation ◽  
Attitude Scale ◽  
Equation Modeling ◽  
Future Research ◽  
The West ◽  
Factor Solution ◽  
Movie Stars ◽  
Three Factor

The present study examined conceptual issues surrounding celebrity worship in a Malay-speaking population. In total, 512 Malay and 269 Chinese participants from Malaysia indicated who their favorite celebrity was and completed the Celebrity Attitude Scale (CAS) as well as a range of demographic items. Results showed that the majority of Malay and Chinese participants selected pop stars and movie stars as their favourite celebrities, mirroring findings in Western settings. In addition, exploratory factor analysis revealed a three-factor solution of the CAS that was consistent with previous studies conducted in the West. Structural equation modeling further revealed that participant’s age was negatively associated with celebrity worship and that self-rated attractiveness was positively associated with celebrity worship. Overall, the present results suggest that celebrity worship in Malaysia may be driven by market and media forces, and future research may well be guided by use of the CAS.

A Short Review on Structural Equation Modeling: Applications and Future Research Directions

2015 ◽  
Vol 4 (3) ◽  
Author(s):  
Surajit Bag
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
First Generation ◽  
Analytical Techniques ◽  
Short Review ◽  
Equation Modeling ◽  
Future Research ◽  
Multivariate Techniques ◽  
Statistical Efficiency ◽  
Future Research Directions

The application of multivariate techniques is mainly to expand the researchers explanatory ability and statistical efficiency. The first generation analytical techniques share a common limitation i.e. each technique can examine only a single relationship at a time. Structural Equation Modeling, an extension of several multivariate techniques is the technique popularly used today can examine a series of dependence relationships simultaneously. The purpose of this study is to provide a short review on Structural Equation Modeling (SEM) being used in social sciences research. A comprehensive literature review of article appearing in top journals is conducted in order to identify how often SEM theory is used. Also the key SEM steps have been provided offering potential researchers with a theoretical supported systematic approach that simplify the multiple options with performing SEM.

Military Background and Gender Identity in Psychological Assessment Among College Students: Factorial Invariance of the Counseling Center Assessment of Psychological Symptoms–62 (CCAPS-62)

Assessment ◽  
2021 ◽  
pp. 107319112199876
Author(s):  
Arpita Ghosh ◽  
Christopher R. Niileksela ◽  
Rebecca Janis
Keyword(s):  
Gender Identity ◽  
Structural Equation ◽  
Psychological Symptoms ◽  
College Counseling ◽  
Counseling Center ◽  
Factorial Invariance ◽  
Equation Modeling ◽  
Future Research ◽  
Military Background ◽  
And Gender

The purpose of this study was to examine the factorial invariance of the Counseling Center Assessment of Psychological Symptoms–62 (CCAPS-62) across military background and gender identity. A sample of 2,208 military students and 2,208 nonmilitary students were chosen from a large database of university and college counseling centers. Using exploratory structural equation modeling, findings suggested the CCAPS-62 is mostly invariant across military background and gender identity. Only three item thresholds appeared to be noninvariant across groups. These results suggest comparisons of scores across military background and gender can be made. Latent mean differences across groups were also examined. After controlling for several background variables, there were some differences between males and females on subscales measuring depression, eating concerns, and generalized anxiety, but no differences between military and nonmilitary students. Implications for practice and future research are discussed.

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