The Role of Marketing Intelligence in Brand Positioning

2019 ◽  
pp. 695-714
Author(s):  
Supreet Kanwal ◽  
Harsh Vardhan Samalia ◽  
Gurparkash Singh
Keyword(s):  
Durable Goods ◽  
Survey Method ◽  
Brand Positioning ◽  
Extensive Review ◽  
Consumer Durable ◽  
Marketing Intelligence ◽  
Marketing Information ◽  
The Impact ◽  
Consumer Durable Goods

The presented study explains the role of Marketing Intelligence (MI) in the brand positioning of select consumer durable goods. This involves examining the usage and application of Marketing Information System (MkIS) by the various marketing professionals for formulating brand positioning strategies related to various consumer durable goods offered by their respective organizations. One of the aims of this study is to design a scale that examines the impact of MI on the identified brand positioning factors derived from the extensive review of literature and exploratory factor analysis. Survey method has been used to collect the responses of marketing professionals working in the select consumer durable companies. The principles of reliability, validity, and sensitivity in the design of scale have been applied to enhance the rigor of the scale thus developed. The study tries to advance the understanding of MkIS and MI research by investigating relationship among marketing intelligence and factors of brand positioning.

The Role of Marketing Intelligence in Brand Positioning

2017 ◽  
Vol 19 (1) ◽  
pp. 24-41
Author(s):  
Supreet Kanwal ◽  
Harsh Vardhan Samalia ◽  
Gurparkash Singh
Keyword(s):  
Durable Goods ◽  
Survey Method ◽  
Brand Positioning ◽  
Review Of Literature ◽  
Consumer Durable ◽  
Marketing Intelligence ◽  
Marketing Information ◽  
The Impact ◽  
Consumer Durable Goods

The presented study explains the role of Marketing Intelligence (MI) in the brand positioning of select consumer durable goods. This involves examining the usage and application of Marketing Information System (MkIS) by the various marketing professionals for formulating brand positioning strategies related to various consumer durable goods offered by their respective organizations. One of the aims of this study is to design a scale that examines the impact of MI on the identified brand positioning factors derived from the extensive review of literature and exploratory factor analysis. Survey method has been used to collect the responses of marketing professionals working in the select consumer durable companies. The principles of reliability, validity, and sensitivity in the design of scale have been applied to enhance the rigor of the scale thus developed. The study tries to advance the understanding of MkIS and MI research by investigating relationship among marketing intelligence and factors of brand positioning.

The Role of Organizational Culture and Process-Structure in Marketing Intelligence

2017 ◽  
Vol 19 (1) ◽  
pp. 60-78 ◽  
Author(s):  
Supreet Kanwal ◽  
Gurparkash Singh ◽  
Harsh Vardhan Samalia
Keyword(s):  
Organizational Culture ◽  
Northern Region ◽  
Survey Method ◽  
It Professionals ◽  
Consumer Durable ◽  
Marketing Intelligence ◽  
Linear Regression Technique ◽  
Process Structure ◽  
The Relationship

The presented study seeks to explore the factors impacting MI of select consumer durable organizations and to know the strength of their relationship. The intention is the development of a scale and to find the role of organizational culture and process-structure in generating MI. Survey method is used to collect the responses of IT professionals of select consumer durable companies. Data from IT professionals of consumer durable companies from Northern region of India has been collected. The principles of reliability, validity, sensitivity in the design of scale and linear regression technique have been applied to know the strength of the relationship between organizational culture and process-structure on MI. This study advances the understanding of intelligence generation in an organization that is further used in marketing applications by investigating relationships among elements of intelligence.

The Role of Career Self-Efficacy on the Effect of Parental Career Behaviors on Career Exploration: A Study on School of Tourism and Hotel Management’ Students

2016 ◽  
Vol 3 (1) ◽  
pp. 143 ◽  
Author(s):  
Selahattin Kanten ◽  
Pelin Kanten ◽  
Murat Yeşiltaş
Keyword(s):  
Undergraduate Students ◽  
Self Efficacy ◽  
Structural Equation ◽  
Career Exploration ◽  
Equation Modeling ◽  
Survey Method ◽  
Hotel Management ◽  
Mediating Role ◽  
The Impact

This study aims to investigate the impact of parental career behaviors on undergraduate student’s career exploration and the mediating role of career self-efficacy. In the literature it is suggested that some social and individual factors facilitate students’ career exploration. Therefore, parental career behaviors and career self-efficacy is considered as predictors of student’s career exploration attitudes within the scope of the study. In this respect, data which are collected from 405 undergraduate students having an education on tourism and hotel management field by the survey method are analyzed by using the structural equation modeling. The results of the study indicate that parental career behaviors which are addressed support; interference and lack of engagement have a significant effect on student’s career exploration behaviors such as intended-systematic exploration, environment exploration and self-exploration. In addition, it has been found that one of the dimensions of parental career behaviors addressed as a lack of engagement has a significant effect on career self-efficacy levels of students. However, research results indicate that student’s career self-efficacy has a significant effect on only the self-exploration dimension. On the other hand, career self-efficacy has a partial mediating role between lack of engagement attitudes of parents and career exploration behaviors of students.

scholarly journals The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image

Energies ◽  
2021 ◽  
Vol 14 (14) ◽  
pp. 4177
Author(s):  
Agnieszka Izabela Baruk ◽  
Grzegorz Wesołowski
Keyword(s):  
World Literature ◽  
Statistical Tests ◽  
Empirical Studies ◽  
Communication Channels ◽  
Primary Data ◽  
Survey Method ◽  
Marketing Communication ◽  
Chi Square ◽  
The Impact

The aim of this article was to determine the significance of modern marketing communication channels used in the process of shaping the external image of an enterprise as an employer. An analysis of the world literature on marketing, management, marketing communication and human resource management was used to prepare the theoretical part. The results of the analysis indicate a cognitive and research gap regarding the use of modern communication channels for building the external image of an enterprise in the role of an employer. In order to reduce the gap, empirical studies were conducted among young Polish potential employees, in which the survey method was used to gather primary data. The collected data were subjected to statistical analysis, during which the following methods and statistical tests were applied: the analysis of average values, exploratory factor analysis, Kruskal–Wallis test (KW), Pearson chi-square independence test and V-Cramer coefficient analysis. The results of the analyses conducted indicate, inter alia, that statistically significant diversity was identified in the case of non-professional media in terms of respondents’ opinions on whether the employer’s image created by modern media is better than the employer’s image created on the basis of classical marketing communication channels. In the case of professional and non-professional media, the age of the respondents was not a differentiating feature. Moreover, neither for professional media nor for non-professional media were statistically significant dependencies identified between respondents’ opinions on the impact of actions undertaken by enterprises on shaping their positive external image as an employer and respondents’ opinions on whether the employer’s image created on the basis of modern marketing communication channels is more beneficial than the employer’s image created on the basis of classical marketing communication channels. The results obtained on the basis of the research have a cognitive and applicability value, characterized by originality. Until now, the importance of using modern marketing communication channels in shaping the employer’s external image has not been analysed. This also applies to enterprises operating on the energy market.

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