Showing papers on "Employer branding published in 2012"
TL;DR: In this paper, a model was developed and validated using consumers who bought one of three car brands: Toyota, Ford and Renault, living in three regions of Portugal, the sample consisted of consumers who had bought a new car 2 years before the research and had declared being satisfied with the purchase.
Abstract: This study, for the first time, aims to integrate brand attachment as an antecedent of brand love and both, affective commitment and brand trust as mediators between brand love and loyalty. It is also the first time that differences between male and female consumers’ perceptions on this topic have been compared in literature. On the basis of previous research, a model was developed and validated using consumers who bought one of three car brands: Toyota, Ford and Renault. Living in three regions of Portugal, the sample consisted of consumers who bought a new car 2 years before the research and had declared being satisfied with the purchase. The model is tested in the context of a non-hedonic product, differing from the common perspective that focuses on hedonic products. Hypotheses were tested by employing multi-group structural equation modeling. Findings suggest that brand attachment is positively related to brand love. Brand love reinforces the trust, interest in continuing a relationship and faith in the future of the brand. Women exhibited trust and placed more importance on dyadic relationships than did men. Men, however, desired to identify socially with the brand.
196 citations
TL;DR: In this paper, it is argued that the governance setting in which city branding takes place, as well as the impact of specific choices made in the branding process, greatly affect the implementation of city branding.
Abstract: City branding has joined the vocabulary of a growing number of politicians and city officials across Europe. While most academic research in this field has focused on the concept of city branding itself, the subject of this article is the implementation of city branding. In this conceptual paper it is argued that the governance setting in which city branding takes place, as well as the impact of specific choices made in the branding process, greatly affect the implementation of city branding. This research identifies eight factors: the first four are governance factors concerning the fit of city branding with the city's wider policy framework; the last four factors are intrinsically linked to the concept and application of branding itself. The first four factors identified are especially important for bolstering the significance of city branding in relation to the city′s traditional policies: they could help marketing professionals avoid mistakes previously made with the introduction of city marketing. At the same time, the strategic branding choices of city marketers could have a direct impact on the political decision-making process as well. Hence, city branding requires the combination of marketing excellence with the sensitivity of operating in a political environment.
162 citations
TL;DR: In this article, the authors examine how sustainable human resource management (Sustainable HRM) can help establishing an attractive employer brand that can address the different needs and expectations of potential and existing employees, without compromising a consistent employer image.
Abstract: This conceptual article examines how Sustainable Human Resource Management (Sustainable HRM) can help establishing an attractive employer brand that can address the different needs and expectations of potential and existing employees, without compromising a consistent employer image, which can result in a sustained competitive advantage. Sustainable HRM should help firms attract and retain high-quality employees, because by integrating Sustainable HRM practices into the employee value proposition, they establish a unique, attractive employer brand. An extended employee life cycle concept depicts how the employer brand promise can be delivered to address the different needs and expectations of potential and existing employees.
140 citations
TL;DR: In this paper, the authors explored the interaction between CSR and corporate reputation and put forward a set of hypotheses about the expected linkages, based on findings from a study on a sample of customers of two brands of a traditional type of Italian Christmas cake.
Abstract: Businesses increasingly consider corporate reputation as a valuable asset that has a positive impact on purchase intention. Concurrently, corporate social responsibility (CSR) issues have received growing attention and the importance of CSR has been increasingly emphasized. Claims have been made that both CSR and corporate reputation can provide a competitive advantage as in conjunction with perceived product quality they can influence purchase intentions. In this article we explore the interaction between these concepts and put forward a set of hypotheses about the expected linkages. Our discussion is based on findings from a study on a sample of customers of two brands of a traditional type of Italian Christmas cake – Panettone. The two brands are widely known in a specific geographical and cultural area and one is well known for its strong engagement in CSR activities. We conclude by discussing the limitations of our study and drawing implications for future research.
111 citations
TL;DR: This article explored the relationship between homophily and social ties, and the extent to which strong ties are associated with Facebook users' incorporation of self-expressive brands in their personal profiles by liking them.
Abstract: This study tests hypotheses integrating relational aspects of social networks, self-expressive brands and consumers’ brand advocacy. We explore the relationship between homophily and social ties, and the extent to which strong ties are associated with Facebook users’ incorporation of self-expressive brands in their personal profiles by ‘Liking’ them. We also examine the relationship between self-expressive brands ‘Liked’ on Facebook, and consumers’ brand advocacy in online and offline settings. A survey of 265 Facebook users reveals stronger social ties influence consumers to ‘Like’ brands that express their inner and social selves. Self-expressive brands reflecting one's inner or social self encourage consumers to offer positive WOM on social networks. Further, self-expressive brands ‘Liked’ on Facebook positively influence consumers’ brand acceptance, and their willingness to forgive ‘Liked’ brands for wrongdoing. Managerial implications along with implications for theory development are explored.
100 citations
TL;DR: In this paper, an employee brand equity (EBE) scale is proposed to assess the effectiveness of IBM activities, based on the internal brand management (IBM) literature through the conceptualisation and operationalisation of the EBE construct.
Abstract: This article builds on the internal brand management (IBM) literature through the conceptualisation and operationalisation of the ‘employee brand equity’ construct in order to assess the effectiveness of IBM activities. The aim of the article is to develop and validate an employee brand equity (EBE) scale. The study includes a four-phase process, with four data collections using a total of 752 respondents. The data analyses indicate that the resulting 11-item (3-factor) EBE scale has face, content, convergent and discriminant validity and is reliable across the samples. The EBE scale is a multidimensional, yet parsimonious scale; it has the potential for significant use in the development and testing of the IBM theory by academics, as well as being a key performance measure for practitioners seeking greater accountability.
97 citations
TL;DR: The authors conducted an exploratory study using survey data collected at two universities in the United States to compare the criteria that public and private university students use when selecting the colleges/universities to which they applied.
Abstract: This article presents an exploratory study using survey data collected at two universities in the United States to compare the criteria that public and private university students use when selecting the colleges/universities to which they applied. The importance of university selection criteria differs between those who attend public and private institutions. Private university students appear to evaluate reputation, selectivity, personal interaction, facilities and cost, whereas public university students evaluate programs, athletics, reputation, cost, housing and location, although the findings lend support for different interpretations of common factors. Whereas reputation for students at public institutions was limited to perceptions of a quality education and accreditation, students at private institutions viewed reputation as including name recognition, reputation of the university and reputation of the faculty. These findings suggest that although university branding initiatives need to be customized by type of institution, both student types now seek a modern university experience that includes the latest technology, community involvement and an attractive campus environment.
92 citations
Journal Article•
TL;DR: In this article, the authors investigate whether employers use branding in their organisations, and how employer branding influence the attraction and retention of employees in the banking sector in Ghana, and find that brand names of organisations may significantly influence the decision of employees to join and stay in the organisation.
Abstract: The prime purpose of this study was to investigate whether employers use branding in their organisations, and how employer branding influence the attraction and retention of employees in the banking sector in Ghana. The descriptive survey design was adopted for the study. Eighty-seven employees, including junior and senior staff were conveniently sampled for the study. Data was analyzed using both descriptive and inferential statistics. The results of the study suggest that organisations use employer branding processes in their business to attract employees and customers. It was also found that brand names of organisations may significantly influence the decision of employees to join and stay in the organisation. It was therefore suggested that employers need to create conducive work environment with conditions to enable employees feel comfortable and remain in the organisation. Key words Employer branding, Employee attraction and retention, Ghana
91 citations
TL;DR: In this article, a field study was conducted and data was collected from a convenience sample of 600 adults (half of them were employed and the other half were un-employed college students at the time of data collection).
89 citations
Posted Content•
TL;DR: The authors identified the significant factors which attract Sri Lankan university graduates to potential employees, both on a general basis and for specific student segments, and posited eight dimensions of employer attractiveness, which would enable organizations to gain a meaningful understanding as to how to strategically develop their employer brand.
Abstract: There is an increasing evidence that employers need to give greater emphasis to attract the right employees to meet their goals of maximizing organizational value and success. The concept of the employer brand, adapted from marketing theory, has increasingly become the focus of organizations towards developing their image as an employer of choice, thereby enabling the recruitment and retention of the best possible workforce. An antecedent to the development of an effective employer brand is the concept of employer attractiveness, the perceived benefits that a potential employee identifies with an organization. The paper identifies the significant factors which attract Sri Lankan university graduates to potential employees, both on a general basis and for specific student segments. Drawing on the research results, eight dimensions of employer attractiveness are posited. These would enable organizations to gain a meaningful understanding as to how to strategically develop their employer brand. The paper also discusses the implications of the findings, identifies the limitations and suggests the directions for future research.
82 citations
TL;DR: In this article, the authors delineate brand luxury from other similar terms and concepts, and improve brand luxury knowledge through seven lenses, enabling practitioners and academics to precisely determine the extent to which luxury contributes to a brand and resolve whether or not a brand is a luxury brand.
Abstract: Research relevant to the creation and development of luxury brands is a growing area of interest and importance to branding practitioners and scholars. The issue here is that it is difficult to move forward when current brand luxury theory resembles a patchwork of definitions, methods and metrics. To add clarity, delineate brand luxury from other similar terms and concepts, and improve brand luxury knowledge, this chapter probes brand luxury through seven lenses. The findings enable brand luxury practice and theory to move forward on the basis of scientific merit. The results delineate brand luxury from competing terms such as brand status and prestigious brands – enabling practitioners and academics to precisely determine the extent to which luxury contributes to a brand, resolve whether or not a brand is a luxury brand, and establish with some accuracy the net worth of the brand luxury market.
TL;DR: In this paper, the authors verified empirically the relationship between a retro branding strategy leveraging nostalgic brand associations and consumer preferences for retro brands, relative to newer options, and found that consumers appear to prefer updated brands with nostalgic associations to pure retro brands.
Abstract: This study focuses on retro branding practices, that is, the revival of brands belonging to a prior historical period. We verified empirically the relationship between a retro branding strategy leveraging nostalgic brand associations and consumer preferences for retro brands, relative to newer options. We found that consumers appear to prefer updated brands with nostalgic associations to pure retro brands. More tangible and updated product features clearly communicated in the retro branding strategy will drive preferences, confirming that nostalgic brand associations alone cannot be the ‘hub’ of a retro branding strategy.
Journal Article•
TL;DR: Lievens et al. as mentioned in this paper developed a model that captures different aspects of the (external) employer brand and established which factors affect the different levels of employer brands the most.
Abstract: IntroductionDemographic trends in most of the developed world are forcing companies to rethink their roles in the labour market. It is becoming more and more apparent that it is not the multiple candidates that compete for the same position in a company but rather that there are several companies and positions within them competing for the same candidate. Because of this the role of human resource management is changing, adding to their usual obligations also the task of "selling" the positions. In doing this it may be useful to seek help in areas that were previously thought as pure marketing department areas.Building on the idea of the reputation of companies and their brand turned up the idea of a company's brand as an employer - the employer brand. The term was first introduced by Amber and Barrow (1996) to describe the complex factors that attract the best employees to seek a job in a particular company. Some authors are already arguing that it may be unfair to characterise it as another business buzzword (Ewing et al., 2002) as it is growing exponentially in importance. Similar concepts include employment branding (e.g. Ewing et al., 2002), employer knowledge (e.g. Lievens et al., 2005), firm reputation (Brooks et al., 2003), employment image (Highhouse et al., 1999) and others. These concepts all appeared as a response of companies to the tightening employment markets due to demographic trends and structural changes in the economy.Employer branding is already widely used in everyday business practice. There are several researches and rankings that measure the best employer in one country, region, industry etc., using different methodologies; for example the annual Fortune Magazine and their partner the Great Place to Work Institute survey. These researches and ratings target employees of the companies and ask for their opinion about the company they work for (thus measuring the internal employer branding). But in spite of its wide popularity among practitioners, the lack of academic research in this field is notable. Only a handful of papers could be found dealing theoretically with the problems of corporate reputation in the labour market and employee attraction and empirically testing the ideas.Our research differs from the all above in the fact that we target potential and not current employees of the company, thus establishing how a company is seen by the external audience - external employer branding. The idea of having a strong employer brand is for both attracting and retaining the best employees. We decided to focus on the employee attraction. Our research also differs from some other researches on the attractiveness of employers (e.g. Lievens et al., 2005, Highhouse et al., 1999, Collins and Stevens, 2002, Turban and Cable, 2003) in the fact that it is not focused on a particular employer or industry and it is not performed on a particular group of candidates, e.g. students. It is a broad research covering the whole job market in a country (Slovenia), encompassing a wide array of candidates of all ages and education groups as well as companies from across the whole economy.The main question of our research is to develop a model that captures different aspects of the (external) employer brand and establish which factors affect the different levels of employer brands the most. The present study extends the literature in three ways. Firstly, we summarize the existing literature on employer branding and its strength in order to get a concise definition of the strength of employer brand. Secondly, we develop a method for measuring the strength of the employer brand, propose a model to assess what influences this strength and empirically test the model. And thirdly, we make recommendations that help companies improve their employer brand and gain advantage when competing for the candidates they are looking for.The paper is structured as follows. After this introduction, we first make a short summary of the developments that led to the development of the employer brand. …
TL;DR: In this paper, the authors examined the role of the brand concept (luxury versus non-luxury) in the impact of step-down line extension on consumer-brand relationships.
Abstract: Although step-down line extension (SDLE) is not a new business practice, it has greatly increased in recent years to meet new market trends. In comparison with brand extension, SDLE is a research area where studies are relatively limited. Little is known about the feedback effects of this strategy on core brands from a consumer's perspective. Moreover, SDLE may be a dangerous decision especially for luxury brands. This article examines the role of the brand concept (luxury versus non-luxury) in the impact of SDLE on consumer-brand relationships. A before-and-after pseudo-experimental study conducted on the Internet among BMW and Peugeot clients shows that SDLE negatively influences the main variables of consumer-brand relationships (self-brand connections, brand attachment, brand trust and brand commitment) only for the luxury brand BMW. The strongest dilution effects appear for the relational variables of an emotional nature: self-brand connections and brand attachment. On the contrary, no dilution effects are found for the non-luxury brand Peugeot. This research highlights the importance of considering brand concept and consumer-brand relationships in vertical line extensions.
TL;DR: In this article, the authors investigated the effect of counterfeit awareness on genuine brand users' and potential users' customer-based brand equity (CBBE) and found that counterfeits have no negative effect on consumers' perception of the luxury brand.
Abstract: In recent years, there has been an important debate on the harmful effect of counterfeits on luxury brands. Marketing literature states that fake luxury products negatively affect consumers’ perception of the genuine brand. Contrarily, some studies have reported that fake alternatives do not necessary lower genuine brand product evaluations, providing some interesting evidence on single theoretical constructs referring to attitudes, perceptions or behaviors. The aim of this study is to deepen the investigation into this phenomenon and try to shed some light on the effects of counterfeit awareness on genuine brand users’ and on potential users’ customer-based brand equity (CBBE). Results show that counterfeits have no negative effect on consumers’ perception of the luxury brand. Moreover, a positive shift on the six blocks of CBBE pyramid is observed in consumers who are aware of the existence of a fake alternative. The innovative nature of these findings is supported by a detailed data analysis and the managerial implication discussion.
TL;DR: In this article, the authors highlight the state of research paradigm applied to corporate branding (CB) literature and highlight the paradigmatic gaps identified, and future recommendations have been suggested to guide future studies.
Abstract: This research article attempts to highlight the state of research paradigm applied to corporate branding (CB) literature. CB has been gaining increased importance in the marketing literature, as organizations consider it a vital strategy for various benefits such as talent pool generation, building brand image in customers’ minds, combating competition, increasing stakeholder value and so on. The research paradigm review of CB literature was conducted with reference to the Meredith et al (1989) framework. It has been noticed that the interpretive paradigm has been predominant, whereas logical positivist/empiricist paradigm has received less attention from the academicians and researchers. The paradigmatic gaps have been identified, and future recommendations have been suggested to guide future studies.
TL;DR: In this paper, the structural composition of brand equity and the interrelationships between the dimensions of Brand equity in the business-to-business (B2B) context are examined.
Abstract: The main aim of the study is to examine the structural composition of brand equity and the interrelationships between the dimensions of brand equity in the business-to-business (B2B) context A tot
TL;DR: In this article, the impact of brand personality on the dimensions of perceived quality (Ease-of-Use, Versatility, Durability, Serviceability, Performance, Prestige) for durable consumer goods was investigated.
Abstract: This study investigates the impact of brand personality on the dimensions of perceived quality (Ease-of-Use, Versatility, Durability, Serviceability, Performance, Prestige) for durable consumer goods. Data were collected in an experimental setting (student respondents, n=224) with both a strong and a weak brand, as well as a high and a low quality product (cordless phones were used as test products). Products and brands were selected in a pre-study (n=34 respondents); in the main study, one phone was provided to each respondent, who were then asked to evaluate brand personality as well as perceived quality (along its specific dimensions). The results show that the individual traits of brand personality are directly related to consumers’ perception of quality dimensions; in this study, especially the personality traits Responsibility and Activity seemed to impact quality perceptions. Furthermore, the impact of brand personality on the dimensions of perceived quality was stronger, the more credence (versus search) properties a quality dimension had. These findings are relevant for academics and marketing practitioners, as they underline the importance of creating a strong brand personality to support the perceived quality of a product.
TL;DR: In this paper, the authors focus on the connections between three types of actors who build the new world of brands: consumers, marketers, and financiers, and focus on how to transform interactions between a brand and its most enthusiastic consumers into bankable value for investors.
Abstract: Increasing consumer power, accelerated by the meteoric rise of social media, threatens the foundations of branding. In the wake of this affirmation featured within the Journal of Brand Management Call for Papers, the question we ask ourselves is twofold: On the one hand, how can interactions between a brand and its most enthusiastic consumers be transformed into ‘bankable’ shareholder value for investors; and on the other, how can brand orchestration – specifically supported by stimulating collaboration among consumers grouped into communities – increase or, conversely, endanger shareholder value? Thus, the aim of the article is to focus on the connections between three types of actors who build the new world of brands: consumers, marketers and financiers.
TL;DR: In this paper, the authors extend the understanding of the OS brand concept by developing and implementing an OS ranking scale, and thereafter analysing the brand personality of the highest ranked OS brands.
Abstract: Technological advances and increased consumer power has given rise to the emergence of open source (OS) brands. Although consumers play a significant role in determining how the brand will be perceived by others, this does not, however, mean that brand mangers do not have a role to play in guiding and shaping OS brands. Numerous studies have shown the importance of developing a brand personality that resonates with brand users. This article extends the understanding of the OS brand concept by developing and implementing an OS ranking scale, and thereafter analysing the brand personality of the highest ranked OS brands. Quantitative descriptive research was employed, using content analysis of the brands’ websites. The research found that although OS brands have their own distinctive personalities, the personality trait of sincerity underlies the brand personality of OS brands. The article provides academics and practitioners with a tool to evaluate the extent to which a brand may be classified as OS and, following the determination of the brand personality of the 10 most highly ranked OS brands, provides guidelines on how brand custodians can guide the personality of their brands in an environment in which consumers increasingly influence brand communication.
Dissertation•
28 Mar 2012
TL;DR: In this article, a mixed-method study is performed to answer the question "what is the relation between employer branding and organizational attractiveness, and what is the moderator effect of corporate websites and social networking sites on this relation?"
Abstract: This study is about the concept of employer branding, and the relationship it has with an organizations‘ attractiveness. Currently, organizations fight the ‘war for talents‘. The battle between organizations is getting tougher, especially now it is clear that there will be a labour shortage in the near future. However, instead of fighting over talents, organizations need to become an ‘employer of choice‘ to get the talents they need, by focusing more on their brand and in specific on their employment brand. Shifting from fighting the war to branding different employment conditions gives the organization the advantage, over its competitors, of already being a favourable employer.
This study answered the research question ‘what is the relation between employer branding and organizational attractiveness, and what is the moderator effect of corporate websites and social networking sites on this relation?‘
A mixed-method study is performed to answer this question. Besides that, eight organizations in the industrial environment agreed to participate in this study. First, an employer branding protocol has been developed to measure the level of employer branding of an organization. This measurement consists out of five employer branding elements, related to the identity and image of an organization, and five levels of employer branding, from 1.‘weak employer branding‘ to 5. ‘strong employer branding‘. Via a semi-structured interview, and the cooperation of two other researchers, each organization has been assigned a level of employer branding. Second, a quantitative research has been performed to measure the effect of employer branding on organizational attractiveness. Based on the organizational attractiveness literature a protocol has been developed, in terms of an experiment, to measure the actual level of attractiveness of the eight organizations. Respondents Business Administration have been asked to participate in the experiment and to rate the level of organizational attractiveness per organization based on the employer branding outcomes. The experiment has been performed in two different classes, of which one class was able to use the World Wide Web.
Results showed that there was a direct relationship between employer branding and organizational attractiveness. Organizations that received a higher level of employer branding were rated higher on their organizational attractiveness. Notable was the large effect of the factor familiarity on employer branding, but also on the organizational attractiveness. This effect might also be the reason that organizations scored higher on organizational attractiveness via the control question ‘I feel attracted to the organization‘ than via the computed (overall) organizational attractiveness.
Another outcome of this study is that the moderator effect of the World Wide Web remains unclear. The outcomes between the control group (with no interference of corporate websites or social networking sites) and the experimental group (with interference of corporate websites or social networking sites) did not differ significant. Respondents were not affected by the intrusion of corporate websites or social networking sites. However, it is remarkable that the outcomes within the experimental group show significant outcomes; the difference between the corporate websites and LinkedIn is significant, indicating that respondents feel more attraction to an organization when reviewing the corporate website than reviewing their LinkedIn profile. Also remarkable is the significant correlation between employer branding and organizational attractiveness, for both corporate websites and LinkedIn.
These outcomes show that employer branding has a relationship with the organizational attractiveness, however, the effect of making use of the World Wide Web is not significant. On the other hand, communication via different sources might play an important role; corporate websites moderate the effect positively, and thus increase the level of attractiveness to the organization.
For future research, to become an employer of choice, the focus should be on examining which media source can be used to increase the relationship between employer branding and organizational attractiveness. The possibilities of corporate websites need to be examined more in-depth and the upcoming usage of social networking sites should be explored; how can these sites be developed and used as a communication tool for employer branding. Next to that, future research should examine the value of employees in creating a strong employment brand.
TL;DR: In this paper, the authors developed a typology of various corporate identity structures that could be assumed in the context of a brand merger, and analyzed how consumers' attitudes towards the corporate brands influenced their preferences regarding the different branding strategies.
Abstract: In the context of a merger or an acquisition, the management of corporate identity – in particular of corporate brand names and logos – assumes a critical role. The purpose of this article is to provide a better understanding of the corporate brand redeployment decision, considering the reactions of one important stakeholder group – consumers. This study develops a typology of the various corporate identity structures that could be assumed in the context of a brand merger, and analyses how consumers’ attitudes towards the corporate brands influences their preferences regarding the different branding strategies. Results suggest that the preference for a monolithic redeployment strategy, suggested in previous studies, is only clearly supported when one of the partners in the merger is a weak partner. When the merger involves two familiar brands, there is a tendency among consumers to combine elements of both brands’ identity. Finally, it is concluded that the affective and behavioural dimension of attitude towards the brand has a significant influence on consumers’ preferences.
TL;DR: In this article, the authors report a quantitative study examining factors that attract graduating engineers and technicians to engineering careers in a weak brand profile industry, which has identified a significant skilled labour shortfall.
Abstract: There is global competition for engineering talent with some industries struggling to attract quality candidates. The ‘brands’ of industries and organisations are important elements in attracting talent in a competitive environment. Using brand equity and signalling theory, this paper reports a quantitative study examining factors that attract graduating engineers and technicians to engineering careers in a weak brand profile industry. The survey measures graduating engineers’ preferences for career benefits and their perceptions of the rail industry, which has identified a significant skilled labour shortfall. Knowledge of young engineers’ preferences for certain benefits and segmenting preferences can inform branding and communications strategies. The findings have implications for all industries and organisations, especially those with a weaker brand profile and issues with attracting talent.
TL;DR: In this article, the authors argue that the corporate brand becomes the catalyst for the development of a new conversational context, through which the organisation is re-imagined by managers and revitalized by employees as they draw on brand imagery to find their voice as competent, valued participants in an unfinished enterprise.
Abstract: This article addresses one of the major issues for brand management: how to persuade employees to adopt corporate brand values as their own and ‘live the brand’ as an authentic expression of their personal and collective identity. In order for managers to gain the active engagement that this requires, employees must feel simultaneously constrained by their responsibilities for consistent performance and empowered by their possibilities for individual interpretation. It is argued that this seeming paradox is resolved when the corporate brand becomes the catalyst for the development of a new conversational context, through which the organisation is re-imagined by managers and revitalized by employees as they draw on brand imagery to find their voice as competent, valued participants in an unfinished enterprise. This practical authorship is illustrated by a case study of a brand development programme at a leading conservation charity.
TL;DR: Brand naming decisions are particularly important in international marketing where names must be adapted across markets as discussed by the authors, and they invest substantial resources and use numerous advisors (consultants, lawyers and linguists) when creating brand names.
Abstract: Organizations invest substantial resources and use numerous advisors — marketing consultants, lawyers and linguists — when creating brand names. Naming decisions are particularly important in international marketing where names must be adapted across markets. As Business Week reported, when Microsoft launched its new search engine, Bing, ‘it took six months and dozens of experts to settle on the name. Brand naming is serious business in an age when goods must have global appeal’ (Helm, 2009).
TL;DR: In this article, the authors argue that integrated branding is an inseparable part of the process of merger integration, and involves forward and backward branding for strategy implementation, and link corporate vision, forward, backward, and pre- and post-M&A activities to help manage strategic decisions on integration.
Abstract: With growing numbers of mergers and acquisitions (M&A), its relationship with brands and branding has attracted the attention of academics and practitioners. However, little has been explored in this area owing to greater emphasis on tangible financial factors. This article responds to the call of prior research to explore new variables associated with branding and M&A success. So what are the factors behind successful branding in M&A? To obtain answers, we interviewed 17 senior executives who were involved in a total of 43 grand projects. As insightful outcomes of the study, we present an ‘integrated model of branding-M&A’. The authors argue that integrated branding is an inseparable part of the process of merger integration, and involves forward and backward branding for strategy implementation. The model also links corporate vision, forward and backward branding, and pre- and post-M&A activities to help manage strategic decisions on integration. In this process, we identify several critical factors that rationalize branding implementation.
TL;DR: In this paper, the authors argue that the current models are more suitable for single-minded proposition development and are too narrow-minded for today's brands where it is important to recognise the need for multiplicity.
Abstract: It is over 30 years since Al Ries and Jack Trout introduced the concept of ‘positioning’ in a series of articles in AdAge magazine and since then the brand positioning model, in all its many shapes and sizes, has become a core tool for marketers. However, the whole marketing brandscape has changed radically since the 1970s and the authors argue that most of the existing models are no longer fit for purpose. The authors argue that the current models are more suitable for single-minded proposition development and are too ‘narrow-minded’ for today's brands where it is important to recognise: (i) the need for multiplicity – multiple products and services from one brand, multiple target audiences, multiple need states and different insights communicated and connected across multiple channels and touch-points; (ii) that, while important, the consumer is not king and a failure to recognise this can lead to brand-ness, not brand-ness; and (iii) that marketing propositions are different from long-term branding. The authors put forward a new brand framework that separates the long-term brand philosophy from specific propositions and allows for multiple propositions to co-exist.
TL;DR: In this article, the authors examined the effect of hosting a major sporting event on country brand image, and where they have the focus was limited to the impact on the destination's image and tourism.
Abstract: Recent geopolitical and economic events make it very clear that the global market place is highly interconnected and very competitive (Lee and Cull, 2010; Levin, 2010; Yung, 2011). To gain competitive advantage, countries, in conjunction with their own multinational firms, strive to develop and implement creative nation branding strategies and to promote positive country brand images (Anholt, 1998; Paswan et al, 2002; Loo and Davies, 2006; Szondi, 2006; Greyser, 2008). Countries compete with each other for foreign investment, for tourists, buyers, overseas students and skilled workers (Beverland and Lindgreen, 2002; Anholt, 2003; Black and Westhuizen, 2004; Dzenovska, 2005; Papadopoulos, 2004; Florek and Conejo, 2006; Dinnie, 2008). Several researchers (for example, O’Shaughnessy and O’Shaughnessy, 2000; Papadopoulos and Heslop, 2000, 2002; Paswan et al, 2002) have suggested that a country could be considered as a brand, and that countries can change their national brand image. Strategic and tactical activities have been suggested to influence a country’s brand image (Nebenzahl and Jaffe, 1991; Jaffe and Nebenzahl, 1993; Swart and Bob, 2004), including hosting major sporting events. However, to the best of our knowledge, few have examined the effect of hosting a major sporting event on country brand image, and where they have the focus was limited to the impact on the destination’s image and tourism (Gibson et al, 2008).
TL;DR: The authors investigated the effects of brand placements in text on consumers' attitudes toward the placed brand and found that plot integration (high plot vs. low plot) will be positively related to favorable attitudes towards the brand.
Abstract: Brand and product placements have increasingly become popular as an alternative marketing communication tool for many companies. Although limited in numbers, previous studies have investigated the communication effects of brands placed in television programs, movies and computer games. However, to our knowledge, no empirical studies have looked at the effects of brands placed in narrative texts. The purpose of this exploratory paper is to investigate the effects of brand placements in text on consumers’ attitudes toward the placed brand. We suggest that plot integration (high plot vs. low plot) will be positively related to favorable attitudes toward the brand. Additionally, we suggest that plot integration interacts with consumer involvement, and increases the importance of visible and dominant brands placed in the text for high involvement consumers. An experiment manipulating plot integration and involvement supports our hypothesized main and interaction effects.