Building Viable Fitness Brands: Importance of Brand Communication Strategies in Attracting Potential Health Club Members

2014 ◽  
Vol 15 ◽  
pp. 49-68 ◽  
Author(s):  
Antonio S. Williams ◽  
◽  
Isabell Rhenwrick ◽  
Ben Wright ◽  
Wanyong Choi ◽  
...  
Keyword(s):  
Communication Strategies ◽  
Brand Communication ◽  
Potential Health ◽  
Health Club

Got to be real: An investigation into the co-fabrication of authenticity by fashion companies and digital influencers

2021 ◽  
pp. 146954052110336
Author(s):  
Mariachiara Colucci ◽  
Marco Pedroni
Keyword(s):  
Communication Strategies ◽  
Brand Communication ◽  
Inductive Research ◽  
Cultural Intermediaries

This article investigates how fashion companies build their relationships with digital influencers (DIs), a new group of cultural intermediaries who are increasingly central to brand communication strategies. Scholars have mostly studied DIs’ role in influencing the market, but largely neglected the process through which they build their work. Through a qualitative inductive research directed at 21 Italian fashion companies, we describe the process through which companies fabricate the authenticity work, while collaborating with DIs. By taking the overlooked perspective of the company brand owner, we identify the underlying dynamics of achieving co-fabricated authenticity, unpacking the mechanisms through which companies select DIs, shape the connections and regulate the reciprocity with them. Our findings highlight how companies and DIs’ practices become intertwined, with the commodity of authenticity being constructed at the crossroads between the former’s commercial needs and the latter’s grassroots narratives and practices. ‘Co-fabricated authenticity’ ultimately emerges as the result of the work of those actors who are engaged in managing the authenticity or processes of authentication of marketable goods: the intangible and ephemeral value of authenticity is made tangible and co-produced through the collaboration between brands and cultural intermediaries such as DIs.

scholarly journals Internet technology in travel company management

2019 ◽  
pp. 100-106
Author(s):  
A. Mohylova ◽  
V. Shcherban
Keyword(s):  
Marketing Strategy ◽  
Brand Management ◽  
Communication Strategies ◽  
Internet Technology ◽  
Management Tool ◽  
Travel Agency ◽  
Marketing Activity ◽  
Brand Communication ◽  
Internet Technologies ◽  
Methodological Principles

The theoretical and methodological principles of the formation of Internet technologies in brand management are investigated. The main functions and features of the brand are identified. The place of the brand in the structure of marketing strategy is considered. Types of brand communication strategies are analyzed. The mechanism of brand management in the marketing activity of enterprises is investigated, in particular the application of modern marketing concepts in brand-oriented management. The influence of factors on the effectiveness of the brand of the company is determined. The main stages of the process of forming the brand of the company "Ai Agency" are characterized. Marketing Internet technologies of “Ai Travel Agency” LLC as a brand management tool are analyzed. There provided marketing technologies to promote their own brand.

Managing Integrated Brand Communication Strategies in the Online Era

2016 ◽  
pp. 93-108
Author(s):  
Fabrizio Mosca ◽  
Cecilia Casalegno
Keyword(s):  
New Technologies ◽  
Communication Strategies ◽  
Social Strategies ◽  
Brand Communication ◽  
Luxury Goods ◽  
Digital Revolution ◽  
The Future ◽  
Digital Environments ◽  
Definition Of

Since the spread of digital environments has certainly helped to broaden the spectrum of possibilities for managing channels, while opening new areas of competitive confrontation, is to assume that new technologies have contributed to the definition of a hybrid environment in which pre- and post-digital-revolution habits coexist. The aim of the present chapter is to show how this kind of hybrid channels, want to meet the two requirements to communicate and sell - through the use of media platforms that appeal to each other, meet and complement each other – is nowadays managed and how it can be used in the future to reach business and awareness goals in luxury markets. The analysis has been based on ways through which global luxury goods firms integrate their communication and selling tools each other, by focusing the attention on web and social strategies.

Managing Integrated Brand Communication Strategies in the Online Era

2021 ◽  
pp. 62-80
Author(s):  
Fabrizio Mosca ◽  
Cecilia Casalegno ◽  
Giulia Bonelli ◽  
Chiara Civera
Keyword(s):  
Customer Satisfaction ◽  
Online Shopping ◽  
Communication Strategies ◽  
Luxury Brands ◽  
Brand Communication ◽  
New Approaches ◽  
Customer Education ◽  
Shopping Experience ◽  
Near Future ◽  
Digital Channels

After digitalization, both scholars and practitioners found that luxury companies, which have invested in this transformation, not only have increased their revenues, but have also improved customer satisfaction. Luxury companies have reached a greater number of consumers worldwide, but the communication pillars have been preserved. In the near future, luxury companies will have to deal with the effects of COVID-19. Most likely, some of these changes will be a boost of the online shopping; a return to fewer purchases, of valuable items; and the need of an integrated shopping experience. The aim of the chapter is to show how luxury brands have embraced digital channels without losing their pillars. This chapter also aims to show that luxury companies have successfully invested in customer education and that consumers have adapted their behaviour to new touch points with the brand. Finally, this chapter aims to investigate new approaches to integrate the physical and the digital channels and the implications of COVID-19 on the communication strategies of luxury firms.

Managing Integrated Brand Communication Strategies in the Online Era

2020 ◽  
pp. 227-242
Author(s):  
Fabrizio Mosca ◽  
Cecilia Casalegno
Keyword(s):  
New Technologies ◽  
Communication Strategies ◽  
Social Strategies ◽  
Brand Communication ◽  
Luxury Goods ◽  
Digital Revolution ◽  
The Future ◽  
Digital Environments ◽  
Definition Of

Since the spread of digital environments has certainly helped to broaden the spectrum of possibilities for managing channels, while opening new areas of competitive confrontation, is to assume that new technologies have contributed to the definition of a hybrid environment in which pre- and post-digital-revolution habits coexist. The aim of the present chapter is to show how this kind of hybrid channels, want to meet the two requirements to communicate and sell - through the use of media platforms that appeal to each other, meet and complement each other – is nowadays managed and how it can be used in the future to reach business and awareness goals in luxury markets. The analysis has been based on ways through which global luxury goods firms integrate their communication and selling tools each other, by focusing the attention on web and social strategies.

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