scholarly journals Perceptions of authenticity towards Māori Branding: Congruence as determinator?

2021 ◽  
Author(s):  
◽  
Brittany Baltus
Keyword(s):  
Social Identity Theory ◽  
Ethnic Identification ◽  
Target Market ◽  
Cultural Appropriation ◽  
Indigenous Culture ◽  
Online Questionnaire ◽  
Experimental Conditions ◽  
Factorial Anova ◽  
Organisational Values ◽  
Brand Concept

<p>Increasingly, both local and global organisations are implementing indigenous branding in their market offerings, regardless of whether they have ancestral connections to indigenous culture. However, numerous criticisms and claims of cultural appropriation have been raised in response to organisations’ commercialisation and commodification of indigenous culture through indigenous branding. This raises questions about the authentic and appropriate use of indigenous culture, language and iconography in commerce, particularly with regards to consumers perceptions of authenticity towards this use. As such, the purpose of this study was to understand consumers’ perceptions of authenticity in the context of indigenous (Māori) branding and organisational values.  In this study, a 2x2x2 between-subjects experimental design was conducted using an online questionnaire. Subjects in the study were presented with a scenario communicating information about a brands values (either conventional or tikanga Māori), and their proposed brand concept (either orthodox or Māori branding). As the purpose of the study was to investigate both Māori and non-Māori perspectives, the sample was comprised of 570 adult Māori and non-Māori consumers currently living in New Zealand. These subjects were randomly distributed to one of the eight experimental conditions. Data from the questionnaire was analysed using a factorial ANOVA.   The findings indicate that congruence among branding, organisational values and consumers’’ ethnic identification exerts the most leverage on consumers’ authenticity perceptions. Although, Māori consumers also perceived congruent (conventional) organisational values and (orthodox) branding as highly authentic. Interestingly, consumers, in general, found incongruent Māori branding and conventional values to be the least authentic, a finding attributed to issues of cultural appropriation. The results of the analyses contribute to the current understanding of perceived authenticity and indigenous brands. Moreover, this indigenous branding congruence effect extends social identity theory as it illuminates the fluidity of indigenous consumers social experiences and understandings. Managerially, marketers should be cognizant of the effects of congruence among branding, values and their target market, and make efforts to achieve congruence among these factors. If congruence cannot be achieved, then marketers should make efforts to be perceived as congruent through only communicating those factors which are congruent.</p>

scholarly journals Perceptions of authenticity towards Māori Branding: Congruence as determinator?

2021 ◽  
Author(s):  
◽  
Brittany Baltus
Keyword(s):  
Social Identity Theory ◽  
Ethnic Identification ◽  
Target Market ◽  
Cultural Appropriation ◽  
Indigenous Culture ◽  
Online Questionnaire ◽  
Experimental Conditions ◽  
Factorial Anova ◽  
Organisational Values ◽  
Brand Concept

<p>Increasingly, both local and global organisations are implementing indigenous branding in their market offerings, regardless of whether they have ancestral connections to indigenous culture. However, numerous criticisms and claims of cultural appropriation have been raised in response to organisations’ commercialisation and commodification of indigenous culture through indigenous branding. This raises questions about the authentic and appropriate use of indigenous culture, language and iconography in commerce, particularly with regards to consumers perceptions of authenticity towards this use. As such, the purpose of this study was to understand consumers’ perceptions of authenticity in the context of indigenous (Māori) branding and organisational values.  In this study, a 2x2x2 between-subjects experimental design was conducted using an online questionnaire. Subjects in the study were presented with a scenario communicating information about a brands values (either conventional or tikanga Māori), and their proposed brand concept (either orthodox or Māori branding). As the purpose of the study was to investigate both Māori and non-Māori perspectives, the sample was comprised of 570 adult Māori and non-Māori consumers currently living in New Zealand. These subjects were randomly distributed to one of the eight experimental conditions. Data from the questionnaire was analysed using a factorial ANOVA.   The findings indicate that congruence among branding, organisational values and consumers’’ ethnic identification exerts the most leverage on consumers’ authenticity perceptions. Although, Māori consumers also perceived congruent (conventional) organisational values and (orthodox) branding as highly authentic. Interestingly, consumers, in general, found incongruent Māori branding and conventional values to be the least authentic, a finding attributed to issues of cultural appropriation. The results of the analyses contribute to the current understanding of perceived authenticity and indigenous brands. Moreover, this indigenous branding congruence effect extends social identity theory as it illuminates the fluidity of indigenous consumers social experiences and understandings. Managerially, marketers should be cognizant of the effects of congruence among branding, values and their target market, and make efforts to achieve congruence among these factors. If congruence cannot be achieved, then marketers should make efforts to be perceived as congruent through only communicating those factors which are congruent.</p>

scholarly journals Belief, Belonging, or Both? The Interaction Between Supernatural Belief and Identity Fusion, and their Influence on Cooperative Behaviour

2021 ◽  
Author(s):  
◽  
Samuel Twitchin
Keyword(s):  
Mixed Methods ◽  
Religious Belief ◽  
Future Research ◽  
Cooperative Behaviour ◽  
Mixed Methods Design ◽  
Online Questionnaire ◽  
Experimental Conditions ◽  
Belief In God ◽  
Identity Fusion ◽  
Supernatural Punishment

<p>Research within the psychology of religion has illustrated the importance of both religious belief and religious belonging for facilitating cooperative behaviour. Specifically, the supernatural punishment hypothesis (Johnson, 2016; Johnson & Krüger, 2004) and identity fusion (Swann et al., 2009; Whitehouse, 2018) discuss belief and belonging, respectively. This thesis examines the connection of these two areas, with a focus on the understudied religious concept of karma. In Study 1, 193 participants took part in an online questionnaire, with a five-condition between subjects design, that investigated the content of religious belief by using karma and god related religious priming stimuli (images and vignettes) to influence individual’s belief. None of the four experimental conditions were found to change responses on belief in supernatural agents or karma. Belief in god/karma was associated with endorsement of both a punitive and benevolent god/karma. However, when both endorsements were included in the model, only benevolent endorsement was significant. In Study 2, 402 participants took part in a three-condition mixed-methods design with six repeated trials of a voluntary contribution task, which investigated how karma and god related religious priming stimuli (vignettes) influenced cooperative behaviour. Mixed methods analysis revealed that those in the karma condition had higher cooperative tendencies than those in the neutral condition, but did not differ from the god condition. Belief in supernatural agents did not affect how individuals were affected by the god condition. However, those with higher belief in supernatural agents and higher identity fusion were the least cooperative within the karma condition. Contrary to what was predicted, increased belief in karma predicted un-cooperative behaviour in the karma condition. These and other important findings are discussed with focus on the New Zealand context and how the findings from this thesis contributes to the supernatural punishment and identity fusion literature, by highlighting implications, limitations, and areas of focus for future research.</p>

scholarly journals How to Build a Sustainable MICE Environment Based on Social Identity Theory

2020 ◽  
Vol 12 (17) ◽  
pp. 7166
Author(s):  
Kyuree Kim ◽  
Dongwoo Ko
Keyword(s):  
Social Identity Theory ◽  
Brand Names ◽  
Brand Identity ◽  
Brand Value ◽  
Limited Attention ◽  
Brand Concept ◽  
Mice Industry ◽  
Underlying Mechanisms ◽  
The Impact ◽  
The Relationship

MICE (Meetings, Incentives, Conventions and Exhibitions/Events) have been established as one of the most important industries. Limited attention, however, has been given to understanding the underlying mechanisms of a sustainable market environment. In order to build such an environment, this research investigates a way to enhance the identity between local businesses and the MICE industry that make up the MICE environment by employing the brand concept in marketing. This study examines the effect of venue name and type of events being exposed on brand formation. The main purpose of this study is to investigate the relationship between brand identity and the impact on residents’ perceived brand value. The findings of this research suggest that consistent exposure of content-specific brand names and similar types of events increases the identity between local businesses and the MICE industry, and the identity mediates the relationship.

Strategic Brand Concept-Image Management

1986 ◽  
Vol 50 (4) ◽  
pp. 135-145 ◽  
Author(s):  
C. Whan Park ◽  
Bernard J. Jaworski ◽  
Deborah J. MacInnis
Keyword(s):  
Brand Image ◽  
Market Performance ◽  
Target Market ◽  
Concept Image ◽  
Image Management ◽  
Sequential Process ◽  
Marketing Activity ◽  
Normative Framework ◽  
Brand Concept ◽  
Over Time

Conveying a brand image to a target market is a fundamental marketing activity. The authors present a normative framework, termed brand concept management (BCM), for selecting, implementing, and controlling a brand image over time. The framework consists of a sequential process of selecting, introducing, elaborating, and fortifying a brand concept. The concept guides positioning strategies, and hence the brand image, at each of these stages. The method for maintaining this concept-image linkage depends on whether the brand concept is functional, symbolic, or experiential. Maintaining this linkage should significantly enhance the brand's market performance.

scholarly journals Managing Travellers’ Predicted Future Travel Behaviour in a post-COVID-19 World: A Tourism Supplier Perspective

2021 ◽  
pp. 1048-1062
Author(s):  
Martinette Kruger ◽  
Adam Viljoen
Keyword(s):  
Travel Behaviour ◽  
Tourism Industry ◽  
Target Market ◽  
Supply Side ◽  
Exploratory Research ◽  
Regression Analyses ◽  
Snowball Sampling ◽  
Online Questionnaire ◽  
Travel And Tourism ◽  
Exploratory Factor Analyses

This research aims to assess the influence of COVID-19 on the travel and tourism industry from a supply-side perspective. More specifically, this research identifies the influential determinants to help manage tourists (main target markets') predicted behaviour and changes in travel patterns due to COVID-19. The exploratory research made use of an online questionnaire. The questionnaire's link was posted on a social media page in 2020, and a convenience snowball sampling method was used to gain access to travel and tourism suppliers. 111 responses were obtained. The multivariate analysis involved exploratory factor analyses (EFA) in identifying the dependent (tourists future travel behaviour) and the independent variables [suppliers’ initiatives to connect with their target market(s) during the pandemic, the predicted management and marketing strategies the travel and tourism industry will adopt after COVID-19 and perceptions regarding the future of the travel and tourism industry (in a post-COVID world)] that were included in regression analyses. A set of linear regression analyses was performed to show whether there is a significant relationship between the factors that may provide additional guidelines for managing travellers’ predicted travel behaviour due to COVID-19. This research provides valuable insights into the strategies the various sectors within the tourism industry implement and plan to adopt to regenerate their tourism operations post COVID-19. Moreover, since this research is primarily focused on the supply-side (tourism suppliers), the sectoral feedback is valuable in streamlining national tourism industry guidelines post-COVID-19.

Football clubs and philanthropy: An empirical analysis of volunteering, match quality, and donations

2016 ◽  
Vol 53 (5) ◽  
pp. 594-614 ◽  
Author(s):  
Christoph Behrens ◽  
Tim Meyer ◽  
Christian Pierdzioch ◽  
Eike Emrich
Keyword(s):  
Social Capital ◽  
Social Identity ◽  
Social Identity Theory ◽  
Capital Social ◽  
Online Questionnaire ◽  
Match Quality ◽  
Non Profit ◽  
Football Club ◽  
Football Clubs ◽  
Using Data

Using data collected by means of an online questionnaire of German football-club volunteers, we studied whether match quality helps to predict philanthropy as measured in terms of donations. Match quality is defined as the congruence of a volunteer’s motives for volunteering with his or her utility experiences and can thus be expected to foster the production of volunteer satisfaction and eventually social capital. Social capital has a bonding and a bridging component. The former should predict donations to a volunteer’s own football club, while the latter should predict donations to other charitable and non-profit organizations. Our empirical results lend some support to the hypothesis that a high match quality makes it more likely for a volunteer to donate to his or her own football club. The propensity of donations to other organizations decreases when match quality increases. We use social identity theory and the economics of identity to sketch elements of a theory that links match quality, social identity, social capital, and donations.

scholarly journals Tire Purchasing: Does it Have a Place Online?

2020 ◽  
Vol 4 (1) ◽  
Author(s):  
Joshua Thomas Aarbo
Keyword(s):  
Customer Service ◽  
Online Survey ◽  
Product Information ◽  
Target Market ◽  
Online Questionnaire ◽  
Annual Household Income ◽  
Tire Industry ◽  
History Of ◽  
Potential Success ◽  
A Minor

This article outlines our collaboration with Tireland, in which we conducted research regarding the potential success of selling tire online. We looked into aspects of an online presence that would be positively received by consumers in the tire industry. Our research has included an interview with the decision maker, five in-depth interviews, and an online questionnaire. The aim with these methods was to gain a further understanding of the current online tire industry and the constraints that may be present when implementing an ecommerce sales strategy. The target market we were focused on includes males and females between the ages of twenty to thirty. We received 114 responses to our online survey, of which 103 were part of our target market. The data we aimed to collect helped us compare variables such as level of education, online features, and annual household income with the individual’s likelihood to purchase tires online. It is through our SPSS analysis that we were able to gather a better understanding on the statistics surrounding the problem at hand.Our studies offered an insight into the necessary elements to create a successful ecommerce platform. Based on our five research questions, we determined that while variables such as income and education have a minor impact on the likelihood to purchase tires online, other variables such as available online features, tire characteristics, and history of online shopping are significant. Our analyses have led us to recommend that the company should target individuals who already typically shop online. As well, characteristics such as availability, customer service, and price are important to consumers when making a purchase. Finally, consumers are more willing to shop on a website that offers reviews, product information, reminders and an online question service. If these variables are focused upon that will be the greatest way for a company to implement a successful ecommerce platform. 

scholarly journals A Contextual Account of the Psychosocial Impacts of Social Identity in a Sample of Digital Gamers

2018 ◽  
Author(s):  
Linda Katherine Kaye ◽  
Charlotte Carlisle ◽  
Liam R. W. Griffiths
Keyword(s):  
Social Identity ◽  
Social Identity Theory ◽  
Identity Theory ◽  
Well Being ◽  
Self Esteem ◽  
Online Questionnaire ◽  
Digital Gaming ◽  
Differential Effects ◽  
Psychosocial Impacts

Drawing on social identity theory (SIT), the current research explored the psychosocial impacts of digital gaming, through two studies. In Study 1, Football Manager players (N= 349) completed an online questionnaire measuring their social identity, quality of friendships, self-esteem, and psychological well-being. Study 2 utilised the equivalent methodology but in relation to FIFA players (N = 95), in which social identity was framed by their affiliation as online versus offline players. Study 1 found that social identity was positively related to well-being. Study 2 found differential effects of social identity as a result of the context of play. Specifically, positive associations were found for players who played in offline contexts in respect of support and depth of relationships. Overall, positive associations were found between social identity and self-esteem. This research highlights the application of SIT through a more nuanced contextual lens, to more fully understand its psychosocial impacts.

How Social Ties with Undocumented Immigrants Motivate Latinx Political Participation

2021 ◽  
pp. 106591292110194
Author(s):  
Marcel Roman ◽  
Hannah Walker ◽  
Matt Barreto
Keyword(s):  
Collective Identity ◽  
Social Identity Theory ◽  
Undocumented Immigrants ◽  
Social Ties ◽  
Political Engagement ◽  
Ethnic Identification ◽  
Political Protest ◽  
Linked Fate ◽  
Opportunity Structures ◽  
Rule Out

Prior research suggests social ties with undocumented immigrants among Latinxs may increase political engagement despite constraints undocumented social networks may introduce. We build on prior research and find across six surveys of Latinxs that social ties with undocumented immigrants are reliably associated with collective, identity expressive activities such as protesting, but not activities where immigration may not be immediately relevant, such as voting. Moreover, we assess a series of mechanisms to resolve the puzzle of heightened participation despite constraints. Consistent with prior research at the intersection of anti-immigrant threat and Social Identity Theory, we find Latinxs with strong ethnic identification are more likely to engage in political protest in the presence of social ties with undocumented immigrants, whereas weak identifiers disengage. We rule out alternative mechanisms that could link undocumented social ties with participation including political efficacy, a sense of injustice, linked fate, acculturation, outgroup perceptions of immigration status, partisan identity, conducive opportunity structures, and prosociality. Our contribution suggests the reason social ties with undocumented immigrants are not necessarily a hindrance to political engagement among Latinx immigrants and their co-ethnics is because they can draw from identitarian resources to overcome participatory constraints.

scholarly journals Belief, Belonging, or Both? The Interaction Between Supernatural Belief and Identity Fusion, and their Influence on Cooperative Behaviour

2021 ◽  
Author(s):  
◽  
Samuel Twitchin
Keyword(s):  
Mixed Methods ◽  
Religious Belief ◽  
Future Research ◽  
Cooperative Behaviour ◽  
Mixed Methods Design ◽  
Online Questionnaire ◽  
Experimental Conditions ◽  
Belief In God ◽  
Identity Fusion ◽  
Supernatural Punishment

<p>Research within the psychology of religion has illustrated the importance of both religious belief and religious belonging for facilitating cooperative behaviour. Specifically, the supernatural punishment hypothesis (Johnson, 2016; Johnson & Krüger, 2004) and identity fusion (Swann et al., 2009; Whitehouse, 2018) discuss belief and belonging, respectively. This thesis examines the connection of these two areas, with a focus on the understudied religious concept of karma. In Study 1, 193 participants took part in an online questionnaire, with a five-condition between subjects design, that investigated the content of religious belief by using karma and god related religious priming stimuli (images and vignettes) to influence individual’s belief. None of the four experimental conditions were found to change responses on belief in supernatural agents or karma. Belief in god/karma was associated with endorsement of both a punitive and benevolent god/karma. However, when both endorsements were included in the model, only benevolent endorsement was significant. In Study 2, 402 participants took part in a three-condition mixed-methods design with six repeated trials of a voluntary contribution task, which investigated how karma and god related religious priming stimuli (vignettes) influenced cooperative behaviour. Mixed methods analysis revealed that those in the karma condition had higher cooperative tendencies than those in the neutral condition, but did not differ from the god condition. Belief in supernatural agents did not affect how individuals were affected by the god condition. However, those with higher belief in supernatural agents and higher identity fusion were the least cooperative within the karma condition. Contrary to what was predicted, increased belief in karma predicted un-cooperative behaviour in the karma condition. These and other important findings are discussed with focus on the New Zealand context and how the findings from this thesis contributes to the supernatural punishment and identity fusion literature, by highlighting implications, limitations, and areas of focus for future research.</p>

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