Purpose – This study aims to analyze the linkages among corporate social responsibility (CSR), leadership, and brand equity in hospitals in Vietnam.Design/methodology/approach – Analyses of variance and structural equation model are resorted to in this study.Findings – The findings reveal that transactional leadership is correlated with legal CSR and economic CSR. Transformational leadership, on the other hand, cultivates ethical CSR, which in turn positively influences brand equity. A direct bridge between transformational leadership and brand equity is also detected.Originality/value – The study offers insight into the linkage pattern of CSR, leadership, and brand equity in hospitals in Vietnam.

/pdf/corporate-social-responsibility-leadership-and-brand-equity-2sahiic20f.pdf

Corporate social responsibility, leadership, and brand equity in healthcare service

• A submitted manuscript is the author's version of the article upon submission and before peer-review. There can be important differences between the submitted version and the official published version of record. People interested in the research are advised to contact the author for the final version of the publication, or visit the DOI to the publisher's website. • The final author version and the galley proof are versions of the publication after peer review. • The final published version features the final layout of the paper including the volume, issue and page numbers.

/pdf/customer-co-creation-in-innovations-a-protocol-for-4cvmxpjckr.pdf

Customer co-creation in innovations : a protocol for innovating with end users

To survive in this challenging economic environment, transportation providers must differentiate themselves in the eyes of current and potential customers. Consequently, they are seeking to develop superior resources that allow them to build greater awareness of and distinctive images for their brands. Those that are successful achieve higher levels of brand equity and, ultimately, positions of competitive advantage in the logistics services industry. This research applies resource-advantage theory to investigate the role of market information in creating an informational advantage to build brand equity for transportation providers. Results from a survey of motor carriers indicate that informational advantage mediates the impact of market information resources on the levels of brand image and brand awareness, two dimensions of a firm’s brand equity.

Examining Market Information and Brand Equity Through Resource-Advantage Theory: A Carrier Perspective

Engineering consultants' perceptions of corporate branding: A case study of an international engineering consultancy

Originally developed in the context of family therapy, system constellations are introduced using an organisational learning and system theoretical framework. Constellations are systemic group interventions using a spatial representation of the system elements. They correspond to deutero-learning processes and use higher-order systemic thinking. Several company cases are analysed where constellations were used to overcome organisational defensive routines of the participants of a change process. The analysis shows, how a certain set of systemic principles, which is identified, is at work in situations where organisational defensive routines block learning and prevent the creation of sustainable solutions. It is shown that system constellations can help organisations deal with complex management situations. The relationship to other organisational intervention methods is discussed and possible directions of future research are highlighted in connection with a brief review of the relevant scholarly literature.

/pdf/system-constellations-as-a-tool-supporting-organisational-3az6vi87ja.pdf

System constellations as a tool supporting organisational learning and change processes

Building strong brands has become one of the main marketing priorities for brand-supportive companies. The leading positivist paradigm in marketing may not be, however, the most-effective perspective in identifying branding opportunities. This paper offers an alternative phenomenological point of view by applying the innovative systems constellation technique within the soft systems methodology to identify new branding opportunities. A case study illustrates its content validity but also shows there is limited support for its reliability, which is in line with the positivists' reservation on phenomenological methods and techniques.

https://link.springer.com/content/pdf/10.1057%2Fpalgrave.bm.2550116.pdf

Wim Jurg

Papers

Systems constellations : A better way to identify branding opportunities?