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1.
Bang Nguyen T. C. Melewar Arnold Japutra Sung Ho Han Cheng-Hao Steve Chen Xiaoyu Yu 《Journal of Marketing Communications》2018,24(8):779-800
The study develops and extends existing frameworks of corporate identity and investigates what organisations in China perceive as essential components of the corporate identity concept including their dimensions and contents. The study adopted a qualitative approach and the method of research was a case study. Using the soft-laddering approach, and a multidisciplinary categorisation of analyses of corporate literature and websites, a systematic analysis of the corporate identity was carried out. Different from previous studies, the study reveals new dimensions on the basis of the industry practitioners’ views. The context of China has shown to influence a different focus, more significantly around the ‘impression’ that corporate identity can contribute with commercially. It is suggested that new high-tech firms in China may not have enough experience and capacity to engage in a more holistic corporate identity concept provided. The lack of such experience is particularly likely for new firms, which are still in their early stage of development. Implications for management of corporate identity in China are presented along with directions for further research in the marketing communications literature. 相似文献
2.
In this article three generations of research addressing the marketing construct in nonprofit organizations are critically analyzed: (a) market orientation in nonprofit organizations, (b) societal orientation, and (c) research contributions aiming to close the existing practice–theory gap on this topic. A qualitative study among 24 nonprofit marketers is conducted in Canada and Germany to develop a construct labeled nonprofit marketing orientation. It includes the dimensions of brand orientation, supporters’ orientation, commercial orientation, and service orientation. Furthermore, the authors describe the nomological net of nonprofit marketing orientation to present interconstruct relationships and to inform future research. 相似文献
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Sylvie Laforet 《Journal of Marketing Communications》2017,23(1):92-110
Many consumer goods firms have a wide brand portfolio. If these are not carefully managed, it can lead to brand proliferation, and result in complex organisational structure, lack of focus and resource constraints. Drawing on previous work on the role of leaders in effective brand management, this study explores the effects of organisational culture on brand portfolio performance. Based on a mail survey of consumer goods companies, the findings show that leadership, company vision, staff rewards, motivation and ownership are crucial to brand portfolio performance. Likewise, a brand orientation helps brand focus, coordination, and emphasises shared vision and the long-term orientation. This study contributes to the organisation-wide approach to brand portfolio management. 相似文献
5.
浅析我国企业品牌营销的对策 总被引：4，自引：0，他引：4
LI-Wei 《商业经济(哈尔滨)》2008,(9)
在市场竞争中,品牌意识决定着品牌形象的文化品位和档次,反映了企业的追求和精神境界,成为制胜的关键。迄今,我国很多企业还没有树立起正确的品牌意识观,出口产品品牌化程度及品牌价值低,致使产品销路不畅。我国企业应根据自身的条件与特点,提升品牌竞争意识,实施品牌营销战略,只有把"中国制造"变成"中国品牌,"才能在国际市场上占有更大份额,夺取佳绩。 相似文献
6.
《Journal of Strategic Marketing》2012,20(4):300-315
Frontline employees (FLEs) are the face of a service organisation, dealing directly with the firms' customers, who, if effectively managed through internal marketing (IM), deliver improved customer experiences. This research develops and empirically tests whether FLEs' experience of IM programmes influences FLEs' perceptions of internal market orientation (IMO) which, in turn, will have an impact on their organisational identification (OI) and job satisfaction (JS) and, ultimately, on their customer-oriented behaviour (COB). It also tests whether perception of IMO mediates the relationship between employees' experiences of IM programmes and FLEs' OI and JS, and, in turn, whether this predicts FLEs' COB. The hypotheses were tested using a sample of 295 frontline salespeople working for a large, general Bangladeshi insurance company. The study found that FLEs' experience of IM programmes positively influenced their views of IMO. Further, FLEs' OI and JS mediated the relationship between their perceived IMO and COB. Theoretical and managerial implications are then discussed. 相似文献
7.
The pharmaceutical industry spends billions annually on marketing to physicians (over $4.3 billion in 2014). The industry as a whole has a lot of experience in determining what to say to physicians, but it is less confident when it comes to how to say it—sometimes leading to advertising that does not engage, thereby costing sales. In an effort to define a set of rule‐based guidelines for effective pharma branding, the study adapts the primary Jungian archetypes to develop the first collection of archetypal tones of voice for healthcare products. The study here demonstrates, via a series of fuzzy‐set qualitative comparative analyses that well executed ads following an archetype consistently connect with physician audiences, while nonarchetypal healthcare ads demonstrate an inconsistent performance. Such an analysis would traditionally take the form of null hypothesis significance testing (NHST), but NHST provides substantially less insights than algorithm modeling and the use of fuzzy‐set qualitative comparative analysis as this study describes. 相似文献
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《Journal of Strategic Marketing》2012,20(1):41-58
Increasing attention has been paid to the concept of brand orientation over the last decade. However, research on brand orientation in small firms is only in its infancy, the present study being among the first contributions to this emerging stream of research. An empirical dataset of 255 responses from small service firms operating in Finland is used to test a model of the performance effects of brand orientation in the small business context. In addition, the moderating effects of internal branding are investigated. Confirmatory factor analysis is used in validating the constructs. The research hypotheses are tested using structural equation modeling. The results show a positive relationship between brand orientation and brand performance. However, brand orientation does not have a direct effect on performance, but instead the effect is fully mediated by brand identity. Interestingly, internal branding does not moderate any of the paths in the conceptual model. 相似文献
9.
Stephen Wilkins Muhammad Mohsin Butt Troy Heffernan 《Journal of Strategic Marketing》2018,26(7):551-567
This study investigates whether firms that are evaluating potential partners might benefit from considering how consumers view these organisations, specifically the extent to which consumer identification with local and foreign partners influences consumer satisfaction with a co-branded product and consumers’ post purchase/consumption supportive intentions towards each partner. Data came from institutions of higher education in Hong Kong and Sri Lanka that operate in collaboration with a foreign partner. A conceptual model was developed and then tested using structural equation modelling. Dual consumer–organisation identification was found to be a significant predictor of consumer satisfaction with the co-branded product and consumers’ supportive intentions towards each partner. Furthermore, the perceived identity attractiveness of each partner was significantly related to the consumers’ identification with each partner. The results suggest that organisations which indulge in collaborative arrangements with foreign firms should recognise that each partner plays a significant and distinct role in generating consumer satisfaction and positive post-purchase/consumption behaviours. 相似文献
10.
The study explores the relationship between market orientation (MO) and internal market orientation (IMO) using the process model of MO development. Data from 370 nonprofit organizations were analyzed using structural equation modeling with maximum likelihood estimation technique. The comprehensive CFA marker method was used to partial out the influence of social desirability bias on the substantive relationships. The study finds that MO works through IMO to elicit desirable employee outcomes, which also contributes to performance outcomes. IMO does not offer direct performance benefits, but it partially mediates the effect of MO on employee-related outcomes. Competing models offering alternative explanations are ruled out empirically by the superior fit of the theoretical model with the data. The study integrates IMO in Kohli and Jaworski’s model of antecedent and consequences of MO and encourages practitioners to embed IMO in their MO development plans. 相似文献
11.
《Journal of Strategic Marketing》2012,20(4):365-377
This study investigates the potential antecedents of organisational citizenship behaviours (OCBs) in a service setting. Previous studies find that OCBs have a positive effect on customer perceptions of service quality. Given this, the identification of factors that may facilitate OCBs is important from a managerial perspective. Drawing on social exchange theory and social identity theory this study argues that organisational identification will have a positive effect on both forms of OCBS and a customer orientation, and that customer orientation has a positive effect on OCBs. Employees who experience positive exchange relationships with their supervisor will more strongly identify with the organisation and be more customer oriented. The study tests research hypotheses using data collected from front line employees of a major international fast food restaurant. The results provide broad support for the study hypotheses and suggest that the supervisor–employee relationship and employer–employee identification are important factors in improving customer orientation and OCBs of employees. 相似文献
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曹祎遐 《湖北商业高等专科学校学报》2013,(3):88-92
品牌战略的新时代即将来临,感官的识别作用在品牌营销中发挥着愈加重要的作用,并潜移默化地影响着消费者的最终购买决策。目前,一些知名品牌开始逐步重视品牌战略中的感官设计。本文认为只有以情感营销为最终目的并结合感官营销手段,才能实现品牌战略的创新,从而获得事半功倍的营销效果。 相似文献
14.
Brian P. Brown Danny N. Bellenger Wesley J. Johnston 《Journal of Business Market Management》2007,1(3):209-230
By integrating existing conceptual models and research findings, this effort examines the noteworthy differences between the
B2B and the consumer market contexts and the implications of those differences on the formulation of B2B brand strategies.
We introduce the B2B-Consumer Market Dimensions Continuum as a tool to identify key differences between the two markets. The
continuum is used to suggest the branding approach that is most likely to be successful in a B2B organization's brand-building
efforts. 相似文献
15.
《Journal of Strategic Marketing》2012,20(6):471-496
Why have the majority of companies not yet begun to integrate sustainability on a larger scale into their business strategies? In dealing with this question, we have developed and tested a theoretical model that combines a cognitive frame view with a capability perspective on company behaviour. Our analyses show that top management plays a conclusive role, provided they practise a transformational leadership style. Furthermore, the analyses show that marketing can act as a driver for the company's engagement in product responsibility and social issues. The potential for marketing to further strengthen its role in driving corporate sustainability is made apparent. The following courses are suggested: encompassing ideas and values that express a transformational perspective on leadership; integrating corporate brand management into marketing's portfolio of core capabilities; becoming further engaged in accomplishing an ambidextrous innovation strategy; and ensuring that marketing is practised on the basis of a compound marketing logic. 相似文献
16.
The concept of internal marketing employed in the service sector is crucial to excellent service provision and successful external marketing. This study conducts an empirical investigation into the non-life insurance industry in Taiwan, exploring the correlation between internal marketing, organisational culture, job satisfaction, and organisational performance in Taiwan. Results show significant correlations among internal marketing, organisational culture, job satisfaction, and performance of non-life insurers. These findings can provide a basis for future studies of related topics as well as a solid reference for business owners and managers in the non-life insurance sector. 相似文献
17.
《Journal of Strategic Marketing》2012,20(7):637-649
The purpose of this paper is to propose a model which presents an expanded view of the beneficial impact of internal marketing (IM) in organizations. The model innovatively proposes links between the development of internal market orientation, internal marketing programs and external market orientation and external marketing programs. As a significant novel contribution to knowledge, this model advocates a continual process of improvement as marketing knowledge develops. Such an approach to the development of the marketing programs within an organization potentially increases business success and competitive advantage. The model has implications for organizational management, where internal marketing programs are desirous. Future research opportunities are suggested, including assessment of the model. 相似文献
18.
AbstractIn 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. 相似文献
19.
"盐桥"品牌是国家商标局认定的驰名商标,"盐桥"品牌着力打造中国乃至世界品牌。本文通过将品牌营销的理念和品牌营销的策略引入盐湖集团发展研究领域,在分析盐湖集团品牌营销状况的基础上,对"盐桥"钾肥品牌经营提出了有针对性的营销策略,这对加强盐湖集团品牌建设,提升企业核心竞争力,实现企业经济效益的快速增长都具有极其重要的意义。 相似文献
20.
The relationship between market orientation (MO) and one of its most important consequences – firm performance – has received considerable attention in marketing research. Performance has been largely judged through financial or objective measures. This paper connects assimilation of MO in firms with corporate brand performance since academics have not used judgmental or market-based measures in assessing performance. We have introduced customer-based corporate brand equity to obtain a rounded idea of firm performance. This is achieved through a dyadic study, instead of self-assessment, wherein the marketing chiefs of B2B firms and their respective organisational customers are surveyed to gauge the effects of incorporating MO. We have shown that corporate brand performance is enhanced significantly in the presence of organisational innovativeness. From a practitioner’s perspective, the study details the organisational actions to be taken to assimilate MO and how those can be exploited to enhance corporate brand performance. 相似文献