A framework for SME retail branding

Abstract

It has become increasingly important for small to medium sized enterprise (SME) retailers to stand out in the current marketplace. Branding in SMEs is a growing area of academic interest, although the majority of studies have been based in the manufacturing sector. This study seeks to develop a framework of the characteristics, processes and dynamics of SME retailers. A qualitative research study was carried out with SME owner managers (OMs) over a period of 15 months. The findings extend the understanding of branding in SMEs in a number of ways. Firstly, it is found that SME retailers take a cautious approach to brand management, seeking to build loyalty, networks and relationships. Secondly, the holistic nature of SME retail branding presents a challenge to OMs who are resource-constrained. Thirdly, the soft, colloquial and intuitive approaches to brand equity appraisal are evident. Brand marketing is focused on word of mouth, which has implications for how OMs operationalise the brand around store experiences. Finally, the influence of the OM on branding decisions is clear. The key findings are discussed in relation to the retail context of the study, the centricity of the OMs in SME branding and entrepreneurial brand management.     

Marketing in retailing: a research agenda

Although specific retailing subjects related to marketing have been extensively

researched and presented in academic literature, the overall topic of marketing in

retailing has received little attention. This paper identifies and discusses some

principal marketing in retailing issues that warrant empirical assessment.

Research attention to the questions raised in this paper will provide strategic

Guidelines to retailers seeking to improve the marketing performance of their

organizations.     

Conceptualising innovative customer-facing responses to planning regulation: the UK food retailers

While receiving extensive coverage across a wide range of industries, brand adaptation in the face of regulatory change has been largely under-researched in the field of retail marketing management. This paper seeks to fill this void by reviewing the strategic customer-facing responses of the leading UK food retailers to the tightening of retail land-use planning regulations; in doing so, this paper exposes a highly variable range of strategies that include store format adaptation, new format development, entry into new markets and more controversially the outright challenging of government regulation. The findings underline that although regulatory intervention can serve to restrict continued expansion, it can also encourage customer-focused innovation where well-established retail brands retain market focus but modify the shape of their ongoing growth.     

Foreign market entry mode choice of small and medium-sized enterprises: A systematic review and future research agenda

Despite significant differences between small and medium-sized enterprises (SMEs) and large multinational enterprises (MNEs), the majority of extant foreign market entry mode choice literature has focused on MNEs. The current state of knowledge regarding SME foreign market entry mode choice is equivocal. The present paper reviews the current state of SME foreign market entry mode choice literature and maps future research directions. To this end, we systematically analyze 33 relevant journal articles for their theoretical frameworks and contextual dimensions. Based on this review, we identify gaps in the literature and develop an agenda to guide future scholarship in this important domain of research in taking SME-specific characteristics into consideration.     

Social media influencers and consumer engagement: A review and future research agenda

The rise of social media influencers (SMIs) in the recent decade garnered wide interest from academicians and marketers. Academicians try to understand the effect of influencers on consumer behaviour, while marketers use influencers as part of their strategy to achieve marketing objectives. Although, plenty of practical and conceptual research is available in this area, literature reviews in the domain of SMIs and consumer engagement are scarce as it is still developing, and most of the studies have focused on these two concepts separately. In this study, the authors attempted to combine and understand how social media influencers affect consumers engagement. This systematic review of the literature offers a comprehensive view of previous research on social media influencers and consumer engagement. The study reviewed articles published in the Australian Business Deans Council (ABDC), Scopus, and Web of Science indexed journals till 5 June 2021. To understand consumers' engagement with SMIs, authors identified and theorized the antecedents, decision and outcome of such engagement. It also discusses the influencer-follower parasocial relationship on different social media platforms. The study proposes an integrated conceptual framework that can be further used to test and validate the impact of social media influencer's marketing efforts on consumer engagement. This framework also may serve as a foundation for marketers to develop effective influencer strategies for brand promotions. The review concludes the discussion by highlighting theories, methodology, and context of studies conducted by past researchers.     

Brand Management as an Internationalization Strategy for SME: A Multiple Case Study

ABSTRACT

This research examines the role of branding in the Portuguese SME internationalization process and how the internationalization and brand strategies are articulated in the search for a better business performance within a competitive framework and increasing competitiveness environment. The article aims specifically at: (a) the strategy of creation and brand management; (b) the relevance given to the brand; (c) the importance of brand creation and management in the internationalization strategy. We chose a qualitative methodology, based on four cases studies. Our results suggest that branding strategies of SME cannot be compared with the strategies of multinationals. Budgetary constraints and human resources lead companies to invest in low-cost strategies. The importance of the brand lies in the distinction that allows competition with similar products within the sectors. Management of the brand does not come up as an essential strategy for the internationalization of a Portuguese SME.     

The brand architecture of grocery retailers: Setting material and symbolic boundaries for consumer choice

This article discusses how the brand architecture of grocery retailers set material and symbolic boundaries for consumer choice, thus limiting consumer sovereignty. The article first discusses previous work on store atmospherics, servicescapes and brand architecture. It is argued that work based on these concepts has taken an internal management perspective on how retailers can manipulate aspects of the retail setting to serve their own interests. Then, we develop an alternative conceptualisation of retailer brand architecture that takes into account that consumers (and other constituents) are active co-constructors of material and symbolic aspects of retail settings. It is discussed how consumers participate in constructing retailer brand architecture and how this concept differs from previous research. Implications for both research and practice are discussed.     

Exploring brand identity and entrepreneurship as drivers of small specialist retailer internationalisation: a German case study

While the comparatively sparse literature on small specialist retailing typically supports a proactive interpretation of the drivers of retail internationalisation, a more differentiated picture exists with regard to understanding the role of the brand construct in this process. The wider marketing literature recognises that brand identity, as well as brand image, can inform the process of internationalisation; yet, research focusing on small specialist retail internationalisation remains underdeveloped in this regard. Neither the notion of a multi-faceted brand concept nor its function as a strategic device in the internationalisation process has been analysed with sufficient depth. Furthermore, a better understanding of how and to what extent brand identity is interdependent upon the characteristics and activities of the entrepreneur is yet to emerge. This paper explores the construct of brand identity and its role within small specialist retail internationalisation, and the related influence of the entrepreneur on the internationalisation process. A case study approach is adopted, examining one German small specialist retailer. Data collection involved semi-structured interviews with owner-managers and other senior management, an assessment of company documentation as well as participant observation, providing in-depth insights into distinctive internationalisation patterns. The study finds that a simple ‘either-or’ approach, in terms of characterising the retailer’s motivation to internationalisation as being either reactive or proactive, is inadequate in understanding this particular case. Whilst initial motivation was characterised as being reactive, the motivations underpinning further planned internationalisation are determined to be more proactive. More particularly, analysis reveals how brand identity is considered to play an important role in the internationalisation of the case study retailer, and highlights the numerous ways in which the characteristics and activities of the entrepreneurial owner-managers impact the firm’s internationalisation. This research contributes to retail and management research concerning SME internationalisation as well as to the retail branding literature.     

Marketing education to international students: A systematic literature review and future research agenda

Even though numerous studies provide information on marketing education to international students, research that reviews the accrued knowledge holistically remains elusive. Accordingly, the main purpose of this study is to (1) systematically synthesize, compile and understand the existing line of empirical research on the topic of marketing education to international students and (2) outline a comprehensive future research agenda to help further advance this field. This study adopts the theory-context-characteristics-methodology (TCCM) framework proposed by Paul and Rosado-Serrano to systematically review 52 articles published in A*, A and B category journals from the ABDC Journal Quality List. This systematic review reveals that the existing studies mostly focus on consumer-specific theories and detects a need for more macro-market, and industry-related theoretical perspectives (theory); it also identifies research gaps related to international student host and home country settings (context), and the application of competition-related variables for the main relationships in this field (characteristics). Finally, the author proposes several methodological best practices (methodology) to advance findings in this field.     

Brand Power Relationships: A Co-Evolutionary Conceptual Framework

Abstract

In the era of the Internet and networking, stakeholders increasingly acquire power by influencing brand value and meanings. However, this does not imply that marketing managers have lost their power over brand creation and management. Thus, the aim of this study is to explore brand power relationships taking the co-evolutionary perspective as conceptual lenses. In particular, this article seeks to address the competitive relationship between the corporation and its stakeholders in determining the corporate brand evolution over time, suggesting that corporate brand management is successful when co-evolving power relationships are established. The relational interplay between managers and stakeholders is framed into the Brand Power Relationship Model that suggests four potential evolutionary paths. It offers new brand typologies supported by examples from business practices, which mirror four different ways of managing and adapting brands over time; namely, through the None’s Brand, the Managers’ Brand, the Stakeholders’ Brand, and the Co-Evolutionary Brand. Focusing on the latter, this study depicts managers and stakeholders as having reciprocal influences and co-determining themselves, thus triggering interrelated relational effects that influence corporate brand evolution over time. The bilateral power of managers and stakeholders is framed into a further model, focused on corporate brand co-evolution. It is proposed that corporate brands can successfully co-create their value and meanings over time only if corporations co-evolve with their environment—in this study, multiple external stakeholders.     

Antecedents and consequences of brand attachment: A literature review and research agenda

Consumers develop powerful connections with brands and they feel a strong bond or attachment to favourite brands that can lead to re-purchase behaviour, reduced price sensitivity and increased customer loyalty. Gaining greater in-depth knowledge of brand attachment offers a powerful means of understanding and facilitates modelling the mechanisms for achieving greater profitability and increased revenue for firms. The purpose of this paper is first to map the antecedents, mediators and consequences of brand attachment; second to provide scholars with a map of prior research as a starting point for future research; and third to offer insights to extend understanding of how consumers relate to and engage with brands. The antecedents to brand attachment are categorized under five headings: brand-related concepts; self-brand connection and connection; congruence and the self; emotional drivers of brand attachment; and service-related concepts. The consequences of brand attachment are categorized as: brand loyalty and switching resistance; purchase intentions and willingness to pay; and word of mouth. The review and future research agenda utilize the Theory, Context, Characteristics, Methodology structure: (T) theory and concepts; (C) context and industry sectors; (C) characteristics (antecedents, mediators and consequences); (M) methods used in prior research. Recommendations focus on: social media marketing; social media marketing influencers and psychological ownership.     

Making Italian fashion global: Brand building and management at Gruppo Finanziario Tessile (1950s‒1990s)

Abstract

This paper deals with the role of brands in the emergence of the Italian fashion business. Starting from the mid-1950s, the main Italian clothing manufacturer Gruppo Finanziario Tessile (GFT) managed brands to build a domestic market for mass-produced clothing. In the 1970s increasing competition and changing consumption patterns pushed GFT towards partnerships with leading fashion designers for building new brands and entering international markets. The emergence of strong designers’ brands determined major organisational challenges that resulted in opposite outcomes: the demise of GFT, which failed in its attempt to control the entire value chain, and designers’ achievement of an international standing in the fashion industry thanks to improved brand management capabilities.     

The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty

Abstract

In this era, social media platform is integrated into the marketing strategy. This new technology sets out new mechanisms and communication tools that companies can rely on to interact and engage with actual and potential customers. This study aimed at exploring the impact of social media marketing activities (SMM) on brand loyalty via brand trust and brand equity. Based on an online survey of 287 users who follow telecommunications companies on social media located in Egypt, data was collected and analyzed using structural equation modeling. The results revealed that SMM activities comprise only three dimensions; trendiness, customization and word-of-mouth. These attributes of social media marketing directly influence brand loyalty and indirectly influence brand equity mediated by brand trust. The study emphasis the role of trust and provide guidance toward measuring the effectiveness of social media marketing.     

Brand resurrection in an emerging economy

Abstract

Ramesh, the proprietor of Amalya Dairy Pvt Ltd, looks at the recommendations given by the market research firm for rebuilding the brand image after a major brand crisis. After Amalya Dairy suffered a huge loss recently, Ramesh is now being careful about spending the company funds. A 60-year-old and a late adopter of technology, he is not very comfortable with the suggestion of having a public relations manager represent his brand on social media. At the same time, he recalls the recent setback his brand image took due to the lightning speed at which the latest communication channels operate. He looks at the report and the recommendations given by the market research firm one more time, in order to make the final decision regarding the company’s integrated marketing communication plan.     

Country-of-Origin Effects and Global Brand Trust: A First Look

ABSTRACT

This article reports the results of a global survey that explored the relationship between country of origin and brand trust in 22 product categories. The product categories of interest ranged from high involvement, durable goods (refrigerators, washing machines) to low involvement, fast moving consumer goods (chocolate bars, yogurt, disposable batteries). Respondents included consumers from the United States, Nepal, India, Poland, the Czech Republic, and Bulgaria. Country-of-origin effects yielded the research's most interesting finding: Global brands might have a regional, or meso level, component which brand trust has uncovered for the first time.     

Cultural diversity in top management teams: Review and agenda for future research

Despite its growing social relevance, research on cultural diversity in top management teams (TMTs) has been sparse and fragmented. To build a firm foundation and facilitate the development of this field, we review and synthesize 106 key articles published between 1997 and 2021. Our study provides a comprehensive field map explicating the antecedents and influence of TMT cultural diversity, showing that cultural diversity constitutes a distinct and important aspect of TMT diversity that has significant implications for a variety of outcomes. By critically assessing the field, we identify key research gaps and promising areas for future research.     

Evaluation of Brand Use on City Government Websites: A Search for Brand Type,Repetition, and Consistency

ABSTRACT

There is growing interest in bringing marketing thought and practice to government. By examining the use of brand symbols and slogans on ninety-seven city government websites, I expose challenges in branding within a public sector context. My study reveals that city governments vary in the types of brands emphasized on their websites and their websites' reflection of recommended branding practices. The majority of the websites present city symbols and slogans. For some websites, there are inconsistencies in and infrequent use of brand elements suggesting a need for greater integration of marketing communications and the opportunity to more fully embrace marketing principles.     

Demarketing for sustainability: A review and future research agenda

In the context of emerging sustainability challenges, demarketing has continued to draw the attention of academicians and practitioners globally over the past few years. It is interesting to note that demarketing is as old as marketing itself, yet its application and scope have grown from the past two decades only. Kotler and Levy, (1971) has defined demarketing as “that aspect of marketing which deals with discouraging customers in general or a certain class of customers in particular on a temporary or permanent basis”. This systematic literature review attempts to enrich the discussion on demarketing research through a systematic and comprehensive review of 64 articles published between 2000 and 2022. Using TCCM framework, we present relevant theories, research contexts, study characteristics, and methodologies used in demarketing research. Our review (1) Presents a systematic and comprehensive overview of the research in demarketing over the last two decades (2) Examines studies in demarketing within the framework of ‘triple bottom line’ approach for sustainability (3) Suggests a suitable definition of demarketing considering its exorbitant application within the sustainability context (4) Identify gaps and sets agenda for future research. Our systematic literature review found that research in demarketing has been growing considerably over the past two decades, twice as much in the last decade compared to the previous decade with spill-over to new sectors. The literature review, through the lens of ‘triple bottom line’ approach, is able to establish that demarketing can be employed to effectively address the sustainability challenges encountered by policymakers and practitioners.     

Ecotourism experience: A systematic review and future research agenda

This study presents a systematic review of the last 25 years' literature and offers a comprehensive understanding of the ecotourism experience. The study uses a Theory-Context-Characteristics-Method (TCCM) framework, offering insights that ecotourism experience research has advanced beyond ecotourism sites and resources to a multi-stakeholder approach. As a result, we have developed a conceptual framework illustrating three consumption stages of ecotourism, that is, pre-visit, on-site and post-visit. The study concludes by identifying some neglected areas and suggesting some future research directions in ecotourism experience field. Lastly, several theoretical and practical implications are presented that could aid the ecotourism industry in overcoming ecotourists' inertia toward site visits.     

Talent management: Current theories and future research directions

Research on Talent Management (TM) has been lagging behind businesses in offering vision and leadership in this field. After sketching a comprehensive outline of knowledge about TM, theoretical as well as practical, we introduce the papers in this special issue and their important contributions. This introductory article contributes to filling the knowledge gap by offering a research agenda at multiple levels and in multiple contexts. We also discuss methodological issues in the study of TM, and conclude by identifying several key trends that are now, and will continue to influence the practice and study of TM in the future.