scholarly journals Investigating the Effect of Intangible Factors (Human, Communication, Organizational, Information) on Brand Equity Case Study: Hotels in Isfahan

2021 ◽  
Vol 14 (3) ◽  
pp. 430-435
Author(s):  
Kaveh Ostad-Ali-Askari ◽  
Parisa Ashrafi ◽  
Amir Hossein Ashrafi ◽  
Hossein Gholami ◽  
Morteza Soltani ◽  
...  
Keyword(s):  
Brand Equity ◽  
Human Communication ◽  
Organizational Information

scholarly journals UNDERSTANDING AIRLINE BRAND EQUITY DRIVERS: LESSONS FROM A MULTIPLE CASE STUDY

2017 ◽  
Vol 8 (2) ◽  
pp. 70-93
Author(s):  
Kallol Das ◽  
Karman Khanna ◽  
Surankita Ganguly
Keyword(s):  
Brand Equity ◽  
Emerging Economies ◽  
Research Question ◽  
Consumer Involvement ◽  
Primary Research ◽  
Multiple Case ◽  
Research Questions ◽  
Cross Case Analysis ◽  
Case Design

There is increasing consumer involvement and hence, investor interest in the airlines industry, as far as emerging economies is concerned. A study of the literature by the authors did not produce any research paper on the process drivers of brand equity in the context of airlines. Therefore, the present study makes an attempt to address this gap. The primary research question is: What are the driving factors for building brand equity in the case of airline services? This paper uses a “two-case” multiple-case design employing theoretical replication. The cases are based on two Indian organizations, Indigo Airlines and Go Air. Both these businesses are similar in many aspects but have achieved very contrasting outcomes. The primary research question is broken down into following two secondary research questions. How is Indigo Airlines building its brand? How is Go Air building its brand? Data collection involved use of documents, archives, observations, participant-observations, and surveys. Data analysis involved conducting cross-case analysis. The findings have been used to develop a conceptual framework for building brand equity in airlines.

BUILDING THE SOCIAL CAPITAL IN RURAL AREAS’ SMES WOMEN COOPERATIVE, GARGALIANI, SOUTH-WEST PELOPONNESOS

2018 ◽  
Vol 1 (1) ◽  
Author(s):  
Leonidas Papakonstantinidis
Keyword(s):  
Social Capital ◽  
Rural Areas ◽  
Local Development ◽  
Local Level ◽  
Local People ◽  
Human Communication ◽  
South West ◽  
The Social ◽  
Development Procedure

The purpose of this paper is to prove that the rationalization of the “Integrated Endogenous Local Development” should be proved to be a valuable policy mean, under the proposed methodological procedure of Sensitizing Local People, through the “animation procedure”, toward developing their own skills, capacities and therefore their place, that are asked by the local SMEs Sensitization may be proved to be the fundamental methodological tool, for building the social capital at local level, by making valuable local people’s “intrinsic inclinations”-a “term” which is stronger than “capacities”- under a new value system, and human communication. ”Sensitization” - as the upper limit of the sensitization procedure- is been approached, step by step, especially: Establishing the “bottom-up approach” in planning the development procedure at local level, Establishing the “animation procedure” among local people, Analysing local people “intrinsic inclinations” in context with a “system value”, Creating a “team psychology” among local people, Encouraging local people in finding and adopting the local “Flag Theme”. The proposed procedure may be useful, especially in small, less developed and isolated rural areas. A case-study “Women Cooperative, Gargaliani, South-West Peloponnesos”, is referred as a typical case of the development procedure, based on local people (women) animation in Greece.

Branding Through Sponsorship-Linked Marketing

2018 ◽  
pp. 189-212
Author(s):  
Luke Lunhua Mao ◽  
James J. Zhang
Keyword(s):  
Marketing Strategy ◽  
Brand Equity ◽  
Financial Support ◽  
Perceived Quality ◽  
Brand Experience ◽  
Sport Organizations ◽  
Company Limited ◽  
Sports Involvement ◽  
Marketing Activities

The essence of sponsorship is reciprocity. Whereas sport organizations and event promoters have increasingly relied on sponsors' resources and financial support to stage their events, many companies have also been vigorously seeking sponsorship opportunities to actualize their marketing goals, such as enhancing brand equity. This research examines the impacts of sponsorship-linked marketing activities on perceived consumer-based brand equity elements (i.e., brand loyalty, perceived quality, and brand awareness/associations) of the sponsor. This was done through a case study of how sponsorship-linked marketing strategy has shaped the development of Li Ning Company Limited, a Chinese sports apparel and equipment company. Results show that the branding effectiveness of sponsorship directly depends on event quality, perceived event-brand congruency, and brand experience, but not level of sports involvement.

Managing Information Technology Component of Knowledge Management

2008 ◽  
pp. 2774-2795 ◽  
Author(s):  
Adekunle Okunoye
Keyword(s):  
Information Technology ◽  
Knowledge Management ◽  
Core Competencies ◽  
The Other ◽  
Technology Infrastructure ◽  
Organizational Variables ◽  
Information Technology Infrastructure ◽  
Knowledge Processes ◽  
Organizational Information

Information technology and social-cultural, organizational variables are considered major components to support knowledge processes in knowledge management. These components have to be carefully managed and be supported in balanced proportion for organization to create and retain greater value from their core competencies. The peculiar situation of developing countries, where there is lack of adequate information technology infrastructure, emphasizes the importance of strategic management of organizational information technology. Using a case study, we discuss the possibility of outsourcing the management of the information technology in order to have more focus on the other components in knowledge management.

Leveraging Virtual Communities to Enhance Brand Equity

2021 ◽  
pp. 1256-1270
Author(s):  
Kelley A. O'Reilly ◽  
Brett M. Kelley ◽  
Karen M. Lancendorfer
Keyword(s):  
Brand Equity ◽  
Virtual Communities ◽  
Theoretical Perspective ◽  
Brand Communities ◽  
Practice Recommendations ◽  
Marketing Relationships ◽  
Brand Credibility

This chapter explores how one company leveraged motorsports to build brand credibility, establish powerful marketing relationships, and connect with distinctly different consumer groups via virtual brand communities. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively leveraging virtual brand communities as a tool. Several practice recommendations for leveraging virtual communities to enhance brand equity are discussed.

Investigating the Needs, Capabilities and Decision Making Mechanisms in Digital Preservation

2013 ◽  
Vol 26 (3) ◽  
pp. 17-39
Author(s):  
Daniel Burda ◽  
Frank Teuteberg
Keyword(s):  
Decision Making ◽  
Effective Means ◽  
Digital Preservation ◽  
Digital Information ◽  
Processing Theory ◽  
Organizational Information ◽  
Multiple Case ◽  
Soft And Hardware

Firms are required to consciously retain information in an effort to ensure compliance with legal and business needs. However, sustained accessibility to digital information cannot be taken for granted as it is threatened by expeditiously changing technologies associated with the risk of obsolete soft- and hardware. As part of an effort to ensure long-term access to digital information, digital preservation (DP) provides effective means. But still little is known about DP in firms. In this study the authors aim to provide insights into a firm’s DP needs, capabilities and decision making mechanisms by conducting a multiple case study through the lens of organizational information processing theory. The results indicate that a lack of decision making procedures and responsibilities impedes the alignment between DP needs and capabilities, which seems to foster a culture of information hoarding. Based on the authors’ empirical insights about DP in firms they derive an explanatory model and provide five managerial recommendations.

scholarly journals Building Brand Equity through the Influence of Corporate Social Responsibility (CSR): A Case Study of Hollard Insurance- Kumasi

2017 ◽  
Vol 9 (1) ◽  
pp. 145 ◽  
Author(s):  
Daniels Reese Mensah ◽  
Joseph Yensu ◽  
Daniel Abayaakadina Atuilik
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Positive Influence ◽  
Descriptive Statistics ◽  
Insurance Company ◽  
Brand Association ◽  
Corporate Social

Corporate Social Responsibility (CSR) is an important part of every business entity and as such has been described as a tool to build the brand equity of a business. Thus, understanding its implications help firms to build their brand equity. Therefore, this study investigates into building brand equity through the influence of CSR in Hollard Insurance Company, Kumasi. Questionnaires were designed and administered to a sample of 373 employees and customers of the Hollard Insurance Company. The data collected were analysed using descriptive statistics, cronbach alpha and multiple regression. The study shows that all CSR variables influence Brand Equity. However, Legal, Ethical, Voluntary and aggregated Corporate Social Responsibility significantly influence Brand Equity, with positive relationships. Ethical Responsibility was found not to be significant, but had a positive influence on Brand equity. The findings suggest that with Hollard Insurance commitments to legal, ethical and voluntary responsibility; they can present better view of their services by considering the CSR and include a positive brand association of their name in people's minds. It was further suggested that Hollard Insurance Company should review its CSR to assess the quality of legal, ethical and voluntary responsibilities to determine whether they are effectively carried out.

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