Christopher Pich and Guja Armannsdottir
Brand image remains a “nebulous” construct with very few frameworks dedicated to understanding the process of uncovering brand image. This is supported by explicit calls for…
Abstract
Purpose
Brand image remains a “nebulous” construct with very few frameworks dedicated to understanding the process of uncovering brand image. This is supported by explicit calls for greater clarity on how to examine brand image, particularly in different settings. Political branding is one setting that has received some attention, however, research has focused on “party” political brands and neglected “non-party” brands (independent candidates). Therefore, this study aims to examine how young citizens interpret independent non-party brands through the theoretical lens of brand image in the context of Guernsey and develop a systematic brand image framework that provides greater clarity to this topic area.
Design/methodology/approach
A qualitative interpretivist approach using focus group discussions was adopted to investigate the phenomenon from the perspective of young voters 18–24 years of age. Focus group discussions ceased upon reaching theoretical saturation and a six-staged thematic analytical strategy was adopted to analyse the findings.
Findings
This study revealed deep insight into the political brand image of non-party brands from the perspective of young voters in an under-explored context. More specifically, this study uncovered that Guernsey’s political brands were seen as “accessible”; however, there was little differentiation, identification and connection between young voters and politicians. Further, this study uncovered a series of opportunities for strategists such as the desire for a younger generational view and younger representation in the Guernsey Parliament and greater clarity, distinction and authenticity related to political brand image.
Originality/value
This study addresses explicit calls for further research on brand image with a distinct focus on non-party political brands. Further, this study concludes by presenting the “consumer brand image schema”; a systematic framework which can be used to uncover brand image within and beyond the setting of politics. Further, the framework operationalises the complex concept of brand image and provides a three-stage process to examine and develop brand image. This will enable strategists to develop targeted strategies and adopt appropriate tactics to manage brand image to ensure brands are differentiated and interpreted as authentic, relatable, engaging, accessible and identifiable.
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Helena Forslund, Maria Björklund and Veronica Svensson Ülgen
Sustainability approaches across product supply chains are well-known, while similar knowledge on transport supply chains (TSC) is limited. The purpose of this paper is to explore…
Abstract
Purpose
Sustainability approaches across product supply chains are well-known, while similar knowledge on transport supply chains (TSC) is limited. The purpose of this paper is to explore sustainability approaches and managerial challenges in extending sustainability across a TSC.
Design/methodology/approach
This paper presents a case study of a TSC with a shipper, a third-party logistics firm and a hauler. Each actor’s views on sustainability-related communication and relations with other TSC actors are analyzed through the lens of agency theory.
Findings
Each dyad in the TSC reveals different, more or less collaboration-based approaches. Challenges are revealed, including the lack of shipper understanding for the TSC context and the use of immature contracts, which disincentivizes sustainability compliance. The multi-tier study object reveals the silencing of distant actors and the need for actors to take on mediating roles to bridge information asymmetries.
Research limitations/implications
Combining literature perspectives (relations, communication and agency theory) provides a deeper understanding of the approaches applied and identifies different challenges. The inclusion of agency theory reveals principal problems such as information asymmetries between agents and less-informed principals and suggests complementary labels of supply chain actors.
Practical implications
Practical contributions include the highlighting of managerial challenges, which can aid managers in extending sustainability across TCSs.
Social implications
The case study method offers insights into collaboratively improving sustainability in supply chains (such as using contracts), thus having social and environmental implications.
Originality/value
The paper narrows knowledge gaps about managing sustainability among logistics service providers and analyzes data from multi-tier actors.
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Maria Björklund, Helena Forslund and Veronica Svensson Ülgen
Contradictory sustainability priorities and perspectives among supply chain actors in greening transportation can be challenging. Several of these contradictions can be described…
Abstract
Purpose
Contradictory sustainability priorities and perspectives among supply chain actors in greening transportation can be challenging. Several of these contradictions can be described as paradoxes (i.e. interests that are logical in themselves, but become irrational when perceived together). The aim of this study is to increase the understanding of paradoxical tensions hampering the greening of transportation in transport buyer–supplier dyads.
Design/methodology/approach
A case study method targeting greening transportation in two transport buyer–supplier dyads was applied, followed by an analysis with a point-of-departure in paradox theory.
Findings
Tensions related to performing, belonging, learning and organizing paradoxes in greening transportation were identified. These tensions arise as a consequence of actions, perspectives and other tensions, within three identified loci in individual companies and in dyads.
Research limitations/implications
By identifying examples of tensions through the lens of paradoxes in a particular setting, this study provides an increased understanding of why the transition toward green transportation goes slow, despite the high ambitions of involved actors. The suggested framework provides a novel contribution to the literature that further increases the understanding of tensions, by providing additional insights into where tensions arise and how actions, perspectives and tensions in one place of a locus spectrum can disseminate along that spectrum.
Originality/value
This study is original because it applies paradox theory and the four categories of performing, belonging, learning and organizing within the field of greening transportation, and in particular as a lens to study interactions between different actors.
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The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship…
Abstract
Purpose
The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between brand love and brand loyalty. Second, the study proposes modeling the mediation role of brand love and outlining how SE and SNI affect the consumer-brand relationship. Finally, the study explores the impact of brand love on brand loyalty: the moderating role of self-esteem and social influences, as the literature regarding this is still lacking.
Design/methodology/approach
Data were collected via an online survey, which yielded 218 responses. Structural equation modeling was used to predict the research model.
Findings
The findings indicate that both SE and SNI mediate the relationship between brand love and brand loyalty. Additionally, consumers love the focal brands positively relates to SE and SNI. In return, SE and SNI lead to brand loyalty. The tight relationship of SE and SNI affects the connection between brand love and brand loyalty.
Research limitations/implications
The data has been collected in Vietnam, which creates a limitation regarding the study’s cross-cultural nature and the economic context. Thus, the study should be conducted in different cultures and economies (both developing and developed countries) to enhance the generalizability in consumer-brand relationships.
Practical implications
Brand managers should conduct more advertising in brand communities to enhance the influence of SNI and emphasize unique features of the brands, to attract consumers through the overlap of SE.
Social implications
The findings can contribute to enhancing unique brand identity and self-motivation will increase consumer loyalty, increasing the revenue of a specific brand. Moreover, as acceptable peers contribute to making purchase decisions, boosting the brand community will maintain current consumers and attract additional potential consumers from the current consumer relationships.
Originality/value
This study contributes to consumer psychology by indicating both SNI and SE as the mediators in the relationship between brand love and brand loyalty and how the consumer-brand relationship can be enabled.
Propósito
El propósito de este trabajo es triple. En primer lugar, pretende aclarar el papel moderador de la autoestima (SE) y la susceptibilidad a la influencia normativa (SNI) en la relación entre el amor y la lealtad a la marca. En segundo lugar, el estudio propone modelar el papel mediador del amor a la marca y esbozar cómo la autoestima y la SNI afectan a la relación consumidor-marca. Por último, el estudio explora los factores que afectan a la relación entre el amor a la marca y la lealtad a la misma, ya que aún no existe literatura al respecto.
Diseño/metodología/enfoque
Los datos se recogieron mediante una encuesta en línea, que arrojó 218 respuestas. Se utilizó el modelo de ecuaciones estructurales (SEM) para predecir el modelo de investigación.
Hallazgos
Los hallazgos indican que tanto la autoestima como la SNI median la relación entre el amor y la lealtad a la marca. Además, el amor de los consumidores por las marcas focales se relaciona positivamente con la autoestima y la SNI. En cambio, la autoestima y la SNI conducen a la lealtad a la marca. La estrecha relación de la autoestima y la SNI afecta la conexión entre el amor a la marca y la lealtad a la misma.
Limitaciones de la investigación
Los datos se han recogido en Vietnam, lo que crea una limitación en cuanto a la naturaleza transcultural del estudio y el contexto económico. Así pues, el estudio debería realizarse en diferentes culturas y economías (tanto de países en desarrollo como desarrollados) para aumentar la posibilidad de generalización en las relaciones entre consumidores y marcas.
Implicaciones prácticas
Los gerentes de marca deberían hacer más publicidad en las comunidades de marcas para aumentar la influencia de la SNI y hacer hincapié en las características singulares de las marcas, a fin de atraer a los consumidores mediante la superposición de la autoestima.
Implicaciones sociales
Las conclusiones pueden contribuir a mejorar la identidad de una marca única, y la automotivación aumentará la lealtad de los consumidores, incrementando los ingresos de una marca específica. Además, como los pares aceptables contribuyen a la toma de decisiones de compra, el impulso de la comunidad de marcas mantendrá a los consumidores actuales y atraerá a otros consumidores potenciales de las relaciones de consumo actuales.
Originalidad/valor
Este estudio contribuye a la psicología del consumidor al indicar que tanto la SNI como la autoestima son los mediadores en la relación entre el amor y la lealtad a la marca y la forma en que se puede habilitar la relación consumidor-marca.
研究目的
摘要
本文有三方面的研究目的。第一,明确自尊(SE)和易受规范影响(SNI)在品牌喜爱与品牌忠诚关系中的调节作用。第二,建立品牌喜爱的中介作用模型,并概述SE和SNI如何影响消费者与品牌的关系。最后,探讨品牌喜爱对品牌忠诚度的影响:自尊和社会影响因素的调节作用,目前有关这方面的文献还比较缺乏。
研究方法
通过在线调查收集数据,共收到218份答复。采用结构方程模型进行预测研究模型。
研究结果
研究结果表明,自尊和易受规范影响都对品牌喜爱和品牌忠诚度之间的关系起到了调节作用。此外,消费者对焦点品牌的喜爱与自尊和易受规范影响具有正相关关系。反过来,自尊和易受规范影响又会导致品牌忠诚。自尊和易受规范影响的紧密关系影响了品牌喜爱和品牌忠诚之间的联系。
研究局限性
由于本次研究数据是在越南收集的,造成了研究的跨文化性质和经济背景的局限性。因此,未来的研究可以在不同的文化和经济体(包括发展中国家和发达国家)进行,以提高关于消费者与品牌关系结论的普遍性。
实际意义
品牌管理者可以在品牌社区中增强广告宣传,提高易受规范影响的影响力,同时强调品牌的独特性,与自尊因素相结合来吸引消费者。
社会意义
本文研究结果有助于增强独特的品牌识别和自我激励,提高消费者的忠诚度,增加特定品牌的收入。此外,由于合适的同伴有助于消费者做出购买决策,提升品牌社区可以维持现有消费者,并通过现有消费者关系吸引更多的潜在消费者。
研究价值
本研究提出了自尊和易受规范影响是品牌喜爱和品牌忠诚关系的调节变量,并且进一步阐释了它们如何促成消费者与品牌的关系,从而为消费者心理学做出了贡献。
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Minna Saunila, Juhani Ukko and Aki Jääskeläinen
This study presents evidence of the role of performance measurement and management (PMM) in sustainable supply chain governance. This study tests a model hypothesizing whether it…
Abstract
Purpose
This study presents evidence of the role of performance measurement and management (PMM) in sustainable supply chain governance. This study tests a model hypothesizing whether it is the PMM itself or the mediating effect of supply chain governance that is essential for both business and sustainability performance.
Design/methodology/approach
This study builds on a survey of 274 SMEs in Finland.
Findings
The findings indicate that PMM does not directly contribute to SMEs’ business or sustainability performance. Supply chain governance mediates the relationship between PMM and business performance. Business performance also enhances sustainability.
Practical implications
These findings can guide managers in managing company relationships with customers and suppliers. The mediating role of supply chain governance highlights the potential of PMM to enhance performance. Without supply chain governance, the PMM, while efficient in traditional business practices, may lose its effectiveness because of the pressure to advance sustainability values within firm operations.
Originality/value
The role of PMM in enhancing supply chain sustainability is frequently overlooked in the existing research, necessitating an empirical evaluation of PMM’s impact on supply chain sustainability. This study addresses this gap by focusing on the SME context, where the pressure to adopt sustainable practices is increasing, yet SMEs employ PMM less frequently than larger firms.
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Varsha Jain, Meetu Chawla, B.E. Ganesh and Christopher Pich
This study aims to examine brand personality and its application to political branding. This study focuses on the brand personality of a political leader from the BJP Party brand…
Abstract
Purpose
This study aims to examine brand personality and its application to political branding. This study focuses on the brand personality of a political leader from the BJP Party brand (Bharatiya Janta Party). The development of a strong political brand personality is crucial for success at the polls. Little research has been dedicated to this phenomenon particularly beyond Western political and post-election contexts.
Design/methodology/approach
The scope and development of the study required a qualitative approach. The theoretical frameworks of the study acted as the deductive base of the study. The insights of the respondents were the inductive base of the study. Semi-structured interviews were conducted with external stakeholders [voters]. In addition, semi-structured interviews were also adopted to capture the branding activities used by internal stakeholders [BJP].
Findings
The brand personality dimensions such as sincerity; agreeableness, competence, energy, openness, conscientiousness and emotional stability were clearly associated with a political leader. Negative qualities such as dictatorial attitudes and arrogance affected the political leader’s brand personality. Religious partisanship was another strong negative trait affecting the brand personality of the political leader.
Originality/value
The study has an actionable framework for political brand personality in the post-election context. It offers negative qualities to be avoided in the development of the political brand personality of the leader. It offers insights about the political brand personality of the leader in terms of young digitally savvy voters.
Propósito
Este trabajo examina la aplicación de la personalidad de marca al ámbito del marketing político y de la marca personal política. Concretamente se centra en la personalidad de marca de un líder político del partido Bharantiya Janta Party (BJP). El desarrollo de una fuerte marca personal política es crucial para el éxito en las elecciones. Pocos trabajos se han centrado hasta el momento en este fenómeno más allá del contexto político occidental.
Diseño/metodología/enfoque
El alcance y desarrollo del estudio requirió la adopción de un enfoque cualitativo. El marco teórico sirvió de base deductiva al tiempo que las entrevistas realizadas sirvieron de base inductiva. Estas entrevistas fueron semi-estructuradas y dirigidas a grupos de interés externos del BJP (los votantes). Además, se realizaron entrevistas también semi-estructuradas para capturar las actividades de marca desarrolladas por los grupos de interés internos (candidatos, políticos, trabajadores y gerentes del partido).
Resultados
Las dimensiones de personalidad de marca sinceridad, competencia, energía, estabilidad emocional, franqueza y escrupulosidad están claramente asociadas con un líder político. Por el contrario, rasgos negativos como las actitudes arrogantes y dictatoriales dañan la personalidad de marca de dicho líder, pero sobretodo el partidismo religioso.
Originalidad/valor
El trabajo proporciona un marco de acción para la marca personal política en un contexto post-electoral. Proporciona indicaciones de los rasgos y cualidades negativas que deben de evitarse en el desarrollo de una marca personal para un líder político. Ofrece también evidencias sobre la personalidad de marca que tiene que desarrollar un líder de cara a los votantes más dinámicos y digitales.
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Abhi Bhattacharya, Valerie Good and Hanieh Sardashti
This paper aims to determine what the brand performance consequences of corporate social responsibility (CSR) activities would be during times of recession for well-known brands.
Abstract
Purpose
This paper aims to determine what the brand performance consequences of corporate social responsibility (CSR) activities would be during times of recession for well-known brands.
Design/methodology/approach
Based on signaling theory, this paper investigates if CSR activities serve to signal higher brand value for consumers via perceptions of better quality and greater differentiation, specifically during recessions. This study incorporates a representative longitudinal sample of known US firms for the analyses, which is accomplished through generalized method of moments estimations.
Findings
The findings empirically demonstrate that CSR initiatives during recessions are actually associated with increased perceptions of brand value. More specifically, during recessions, CSR initiatives such as charitable contributions provide a signal to customers of higher brand quality.
Research limitations/implications
This study did not control for the costs of doing specific CSR activities that may be less visible to consumers.
Practical implications
While individual firms or managers may not be able to prevent recessions from happening, they can limit the negative impact of recessions on their performance by engaging in CSR activities (or refrain from cutting back) during these times.
Social implications
Because CSR initiatives during recessions result in more favorable consumer perceptions of the brand, engaging in CSR aligns both social and managerial interests, owing to the economic gains from CSR investments.
Originality/value
During times of recession, some critics indicate that CSR may be an unaffordable luxury. On the contrary, this research shows that managers may want to consider CSR activities as a means of increasing the value of their brands, especially during economic recessions.