scholarly journals The Art of Luxury: Sealy Brand Personality Identification

2021 ◽  
Vol 5 (2) ◽  
pp. 101-117
Author(s):  
Rudy Prilto Lesmana ◽  
Margaretha Margawati van Eymeren ◽  
Ferdinand Fransiscus Tanuwidjaja
Keyword(s):  
Brand Personality ◽  
Global Market ◽  
Upper Class ◽  
Marketing Communication ◽  
Communication Plan ◽  
Successful Business ◽  
Desk Research ◽  
Unit Analysis

Sealy is one of luxury mattress brands in the global market that since 2013 strives to have a successful business in the Indonesia luxury mattress market. In Indonesia, Sealy competes directly with many top collection models from several other international mattress brands. To face the competition, Sealy needs brand personality. This research aims to identify Sealy's brand personality, which can be used as a guideline for the company when setting up its marketing communication plan. This research's methods are qualitative, and as desk research, the unit analysis are both product-related and non-product-related characteristics of Sealy that called drivers. This research constructs a category based on 42 traits, 15 facets, and 5 dimensions of Aaker’s brand personality framework to analyze Sealy's specific brand drivers. The result is that Sealy main personalities are leader and upper class from competence and sophistication dimensions.

Building Emotional Brand Personalities

2020 ◽  
pp. 595-614
Author(s):  
Esra Güven ◽  
Volkan Yakın
Keyword(s):  
Brand Personality ◽  
Marketing Communication ◽  
Human Personality ◽  
Personality Theories ◽  
Personality Models ◽  
The Relationship

Brands are one of the most important assets for companies since they serve as a differentiator. They have personalities like people, which makes them reach consumers emotionally. Therefore, in their efforts put in branding, firms began to give more importance to developing a brand personality. The personification of brands is a form of anthropomorphism. There are various ways to build an anthropomorphic brand. Brand personality models are based on human personality theories in psychology. These models help managers to build a strong and anthropomorphic brand. In this chapter, the authors make a comprehensive explanation regarding the brand personality with benefits, brand personality models, and anthropomorphism and explain the relationship between anthropomorphic brands and marketing communication by presenting some examples.

Understanding backers’ interactions with crowdfunding campaigns

2018 ◽  
Vol 20 (2) ◽  
pp. 252-272 ◽  
Author(s):  
Mujtaba Ahsan ◽  
Erlinde F.I. Cornelis ◽  
Andrew Baker
Keyword(s):  
Social Science ◽  
Conceptual Framework ◽  
The Body ◽  
Science Literature ◽  
Marketing Communication ◽  
Content Type ◽  
Communication Plan ◽  
Social Science Literature ◽  
Behavior Network ◽  
And Behavior

Purpose Crowdfunding has become a popular method to acquire capital for entrepreneurial ventures. To successfully achieve funding goals, it is critical for crowdfunding campaigns to attain support of individuals (backers). This paper aims to presents a conceptual model that links a reward-based crowdfunding campaign’s product, pitch and promoter characteristics to expert and casual backers’ evaluation and behavior. Design/methodology/approach This paper draws from literature from consumer behavior, network, signaling and informational social influence theories to design a conceptual framework that highlights factors that influence potential backers’ participation in crowdfunding campaigns. Findings It is demonstrated that the conceptual framework presented in the manuscript usefully organizes the real-world tactical marketing decisions of a crowdfunding backer while also being readily amendable to integrating theoretical accounts of human behavior from a diverse body of social science literature. Empirically testable propositions are derived from this social science literature and recast into a manner that could be investigated in the crowdfunding context to expand the body of knowledge on this topic. Practical implications This manuscript provides a framework that can be useful to crowdfunders who wish to strategically plan how their marketing communication plan features may be tailored to attract both early- and late-stage crowdfunding backers. Originality/value This paper is novel in the crowdfunding literature because it integrates a diverse body of literature to explicitly identify how the strategic and tactical marketing communication characteristics of a crowdfunding campaign are likely to differently influence different types of potential crowdfunding backers.

scholarly journals Building Customer Loyalty

2018 ◽  
Vol 7 (2.29) ◽  
pp. 412
Author(s):  
Nandan Limakrisna ◽  
Deden Komar Priatna ◽  
Winna Roswina
Keyword(s):  
Structural Equation Model ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Equation Model ◽  
Marketing Communications ◽  
Small Enterprise ◽  
Marketing Communication ◽  
Dominant Effect ◽  
Relationship Of ◽  
Unit Analysis

The purpose of this research is to know marketing communications, banking in Indonesia for the debtor of credit of middle and small enterprise (MSE). Knowing credit debtor relationship of MSE woke up by banking in Indonesia. Knowing the influence of marketing communications and debtor relationship to the credit loyalty of MSE banking in Indonesia. Method of Research used are method of descriptive and explanatory survey. Unit analysis is credited debtor of MSE credit at banking in Indonesia of the size sample equal to 257 MSE. The tools of analysis in this research are structural equation model (SEM). Finding of this research is that debtor relationship and marketing communication have an effect on credit debtor loyalty of MSE, but debtor relationship of MSE has dominant effect. A novelty in this research is MSE debtor at banking in Indonesia has rarely been researched in previous studies. The contribution of this research is the debtor relationship is very important for building debtor loyalty of banking in Indonesia, especially the sustainability of the payment of installment. 

scholarly journals Impact of Digital Marketing as a Tool of Marketing Communication: A Behavioral Perspective on Consumers of Bangladesh

2017 ◽  
Vol 4 (3) ◽  
pp. 117-122
Author(s):  
Ahmad Bin Yamin
Keyword(s):  
High Speed ◽  
New Technologies ◽  
Radical Change ◽  
Behavioral Pattern ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Organizational Goals ◽  
Communication Plan ◽  
Portable Communication ◽  
The Impact

This study shows the impact of digital marketing on behavioral prospect of consumers of Bangladesh. For conducting this study a sample of Bangladeshi consumers are surveyed to attain their behavioral pattern on digital marketing. Modern day marketing has been going through a radical change. Fast moving marketing trends based on the growth and innovation of new technologies as well as portable communication devices influencing the customer behavior significantly. A well designed marketing plan with specific digital marketing tools is the demand in the integrated marketing communication plan for this tech friendly environment. High speed internet connectivity brings massive number of young crowd in social media indicating marketer should be more focused and concentrated in digital marketing tools for effective and efficient targeting of market as well as to achieve other organizational goals.  

scholarly journals Business language evolution – accounting

2019 ◽  
Vol 7 (1(14)) ◽  
pp. 7-20
Author(s):  
Grzegorz Lew
Keyword(s):  
Language Evolution ◽  
Global Market ◽  
Global Markets ◽  
Accounting System ◽  
Review Of Literature ◽  
Constant Acceleration ◽  
Main Research ◽  
The World ◽  
Financial Consequences ◽  
Desk Research

All decisions of entrepreneurs and actions are determined by economic accounts. Each action has financial implications. Entrepreneurs looking for the possibility to record the financial consequences of their decisions naturally created an accounting system, which has become a widespread and universal information system of companies all over the world. Accounting has also changed with the development of companies on global markets. This evolution has led to the separation of two main accounting subsystems: financial and management accounting. Analyzing the process of accounting evolution, it can be concluded that the subsequent stages cover a shorter and shorter period of time, which can be interpreted as a constant acceleration of changes in accounting and consequently in the development of markets and companies in the global market. The main research method used to write the paper was a critical review of literature and desk research.

scholarly journals The Relationship between Dominance and Resistance in the Novel High Fidelity

2020 ◽  
Vol 22 (22) ◽  
pp. 283-298
Author(s):  
Aleksandar Živanović ◽  
Keyword(s):  
Popular Culture ◽  
Lower Class ◽  
Upper Class ◽  
High Fidelity ◽  
The Novel ◽  
Class Member ◽  
Moral Principles ◽  
Successful Business ◽  
Relationship Of ◽  
The Relationship

This paper provides an analysis of the relationship of dominance and resistance in the novel High Fidelity. The aim of the paper is to identify the elements of popular culture in the novel and thus determine the nature of possible relationships in a patriarchal, capitalist society. The theoretical framework used in the paper is Fiske’s theory of popular culture (2001) and the analysis is based on regarding the characters as representatives of dominant and resistant forces. Men and the upper class constitute categories which are dominant in the relationship with subordinate ones – women and the lower class. In addition, the protagonist Rob is the prototype of a man who is subordinate to himself, i.e. to his representation of ideal male traits he lacks, according to his own beliefs. The subordinate put up resistance in different ways. Laura is a successful business woman who possesses a strong character, which places her into a better position than that of Rob. The protagonist uses music as one of the ways to express his resistance. As a lower class member (i.e. a poor entrepreneur), the protagonist opposes upper class members (wealthy entrepreneurs) in that he possesses moral principles which they often lack.

scholarly journals Komunikowanie lokalnej instytucji kultury na przykładzie Elbląskiego Towarzystwa Kulturalnego w Elblągu

2020 ◽  
pp. 73-91
Author(s):  
Anna Lusińska
Keyword(s):  
Local Community ◽  
Participant Observation ◽  
Marketing Communication ◽  
Cultural Institutions ◽  
Communication Research ◽  
Face To Face ◽  
The Public ◽  
Public Benefit ◽  
Desk Research

Communicating a local cultural institution on the example of Elbląg Cultural Society in Elbląg The article joins the discussion on marketing communication of Polish cultural institutions that are also public benefit organizations. The aim of the article is to identify and analyse selected forms and tools used by the Elbląg Cultural Association – a Public Benefit Organization in Elbląg to communicate with the local community and an assessment of this communication. Research methods such as face-to-face interview, case study, desk research and participant observation were used. Research has shown that the majority of Polish local cultural institutions conduct marketing communication in an inept manner, without preparation, without a strategy of action, implementing most often broadly defined Internet promotion. The Elbląg Cultural Association communicates correctly, in a well-planned and efficiently organized manner with its local community. Using various communication tools, it implements many cultural projects, informing the public about them well in advance. It does not remain indifferent to comments and ideas obtained in the form of feedback from participants of cultural events.

Building Emotional Brand Personalities

2018 ◽  
pp. 151-170
Author(s):  
Esra Güven ◽  
Volkan Yakın
Keyword(s):  
Brand Personality ◽  
Marketing Communication ◽  
Human Personality ◽  
Personality Theories ◽  
Personality Models ◽  
The Relationship

Brands are one of the most important assets for companies since they serve as a differentiator. They have personalities like people, which makes them reach consumers emotionally. Therefore, in their efforts put in branding, firms began to give more importance to developing a brand personality. The personification of brands is a form of anthropomorphism. There are various ways to build an anthropomorphic brand. Brand personality models are based on human personality theories in psychology. These models help managers to build a strong and anthropomorphic brand. In this chapter, the authors make a comprehensive explanation regarding the brand personality with benefits, brand personality models, and anthropomorphism and explain the relationship between anthropomorphic brands and marketing communication by presenting some examples.

scholarly journals MODIFIED MULTI-CRITERIA METHODS FOR IMPROVING SERVICE QUALITY

TEME ◽  
2020 ◽  
pp. 533
Author(s):  
JELENA S. PETROVIĆ
Keyword(s):  
Service Quality ◽  
Global Market ◽  
Entropy Method ◽  
Vikor Method ◽  
Adequate Information ◽  
Successful Business ◽  
Hotel Managers ◽  
Weight Coefficients ◽  
Basic Prerequisite

The development of the new and the modification of existing methods for improving the measurement of service quality is a basic prerequisite for the successful business of hotels, as well as their survival on the global market. The main objective of this paper is the modification of the ENTROPY and VIKOR methods, for the purpose of simplifying the measurement of service quality. In order to take account of the different guest expectations in hotels in cities, mountains and spas, the modification of the ENTROPY method has been performed with the aim of calculating the weight coefficients for each criterion within each alternative, i.e. calculating the weight coefficients for each dimension of service quality, separately for hotels in cities, hotels in mountains, and hotels in spas. Based on weight coefficients and the modified VIKOR method, the ranking of hotels has been carried out with regard to service quality. The modified multi-criteria methods provide adequate information to hotel managers on the extent to which the services provided in their hotel match the expectations of their guests, as well as on the service quality offered by the competitors.

scholarly journals PERENCANAAN KOMUNIKASI IKLAN POLITIK GUBERNUR TERPILIH PADA PILKADA RIAU 2018

2019 ◽  
Vol 30 (1) ◽  
pp. 20
Author(s):  
Abdul Aziz ◽  
Fatmawati Fatmawati
Keyword(s):  
Descriptive Analysis ◽  
Communication Process ◽  
The Political ◽  
Marketing Communication ◽  
Public Attention ◽  
Political Decision ◽  
Communication Plan ◽  
Political Ads ◽  
Planning Development ◽  
Communication Planning

This study aims to describe about communication planning of political advertisement (ads) by candidate in local election’s Riau 2018. Basically there is no guarantee that can ensure a candidate's victory is determined by the number of political ads displayed along the way. But political ads can be utilized by canditates to attract public attention through creative ideas. This study uses qualitative methods with descriptive analysis. The result of this study showed that the political ads, used by the elected candidates in local election 2018 in Riau, are part of the political marketing communication process carried out by Syamsuar-Edy Nasution and their team. The communication plan was a systematic and comprehensive political decision starting from research, planning, development, trial planning, implementation and monitoring. The strength factor’s is from candidate's himself. While the weakness factors are from regulations, differences perception between the candidate’s successor team and budget constraints.

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