Search results

1 – 10 of 10
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 3 September 2024

Cassandra France, Claudia Fernanda Gonzalez-Arcos, Anne-Maree O’Rourke, Amanda Spry and Bronwyn Bruce

While brand purpose has gained traction in academia and industry, it overlaps with other socially-oriented branding concepts, generating confusion and criticism around what brand…

644

Abstract

Purpose

While brand purpose has gained traction in academia and industry, it overlaps with other socially-oriented branding concepts, generating confusion and criticism around what brand purpose is and how it should be implemented. This study aims to clarify conceptualisations of brand purpose and related concepts, developing a managerial framework for effective implementation and contributing a future research agenda for scholars.

Design/methodology/approach

The paper presents the results of a systematic literature review on brand purpose, exploring the current knowledge. A total of 202 studies from 75 journals were drawn from a wide range of databases and met the identified criteria relevant to brand purpose, published up to and including 2023. Full papers were empirically analysed using qualitative iterative thematic analysis to identify common and emerging themes and synthesise this into a framework.

Findings

Beyond identifying the diverse applications of brand purpose, the BEING framework is proposed. This acronym captures five principles of brand purpose: beyond profit, enduring commitment, integrated values, nurturing stakeholders and genuine action.

Practical implications

The BEING framework provides clear managerial guidance for implementing brand purpose, urging brand leaders to enact meaningful brand purpose and champion purpose within organisations.

Social implications

As more brands pursue a higher purpose, this research elucidates the meaning of brand purpose and offers an actionable framework for brands to contribute to a better world.

Originality/value

This work examines the related branding concepts, clarifying the brand purpose concept and offering the BEING framework to articulate essential components of effective brand purpose.

Access Restricted. View access options
Article
Publication date: 10 April 2017

Davide C. Orazi, Amanda Spry, Max N. Theilacker and Jessica Vredenburg

Past integrated marketing communications (IMC) frameworks have established brand contacts as important sources of information and feedback. This paper aims to discuss how the…

4182

Abstract

Purpose

Past integrated marketing communications (IMC) frameworks have established brand contacts as important sources of information and feedback. This paper aims to discuss how the presence of multiple brand stakeholders and the proliferation of digital media increase the amount of brand information generated exponentially. When a firm fails to harness this information, it risks misalignment between brand identity and brand image, which, in turn, tarnishes brand-equity.

Design/methodology/approach

Past IMC frameworks are reviewed and extended to identify specific brand contact points between multiple stakeholders that hold significant potential to dynamically reconfigure brand identity. Theoretical propositions regarding the IMC function’s role in managing these contact points to generate brand-equity are offered.

Findings

The brand contacts described and their successful integration into a firm’s brand-equity strategy extend current IMC-based brand-equity models and suggest fruitful, novel avenues for creating brand-equity. Further, these brand contacts offer practical examples of how the scope of marketing communications can be redefined.

Originality/value

This paper contributes to the body of research on the elevation of IMC to a strategic level function. In addition to the synergistic communication of the brand offering, IMC needs to play a pivotal role in coordinating the contacts between the brand and stakeholders, and in extrapolating relevant brand insights from these contacts.

Details

European Journal of Marketing, vol. 51 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Access Restricted. View access options
Article
Publication date: 31 May 2011

Amanda Spry, Ravi Pappu and T. Bettina Cornwell

This research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role…

82532

Abstract

Purpose

This research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub‐brand) employed by the endorsed brand on the endorser credibility‐brand equity relationship are also to be examined. The endorser credibility‐brand equity relationship was developed using associative learning principles whereas the brand signalling theory is applied to examine the mediating role of brand credibility.

Design/methodology/approach

The conceptual framework was tested using a field experiment. Data were collected using a mall‐intercept approach at a shopping centre from a sample of consumers in a metropolitan Australian city. The data were analysed using structural equation modelling.

Findings

Results suggest endorser credibility has an indirect impact on brand equity when this relationship is mediated by brand credibility. This mediating relationship was moderated by type of branding. However, the “endorser credibility‐brand credibility” and “endorser credibility‐brand equity” relationships did not vary according to the type of branding employed.

Practical implications

In support of past findings, the present study shows that a celebrity endorser should be one who is perceived as credible based on their attractiveness, expertise and trustworthiness. Moreover, in this research, even a moderately low credibility endorser proved to be able to build the brand.

Originality/value

The present study is one of the first to empirically examine and confirm the impact of endorser credibility on brand credibility and consumer‐based brand equity.

Details

European Journal of Marketing, vol. 45 no. 6
Type: Research Article
ISSN: 0309-0566

Keywords

Access Restricted. View access options
Article
Publication date: 19 February 2019

Patrícia Ianelli Rocha, Jorge Henrique Caldeira de Oliveira and Janaina de Moura Engracia Giraldi

The purpose of this paper is to perform an integrative analysis, mapping the main areas of the celebrity endorsement literature of the last 20 years, offering a taxonomy of…

6214

Abstract

Purpose

The purpose of this paper is to perform an integrative analysis, mapping the main areas of the celebrity endorsement literature of the last 20 years, offering a taxonomy of subject subareas and a research agenda for the topic.

Design/methodology/approach

The research was divided into two stages: the first was a systematic review of literature, and the second consisted on complementary information based on the generation and analysis of the maps elaborated by the VOSviewer software based on the data collected. The searches for the data occurred between the months of January and March of 2017.

Findings

The paper provides a decentralization framework in terms of authors regarding the celebrity endorsement. The country with the largest number of research works in the area is the USA; also, the paper reveals the most cited document, also the main journals about the theme, the main keywords, the main authors and their discussions. Thereafter, the paper presents tables containing the main author’s and respective theme inside celebrity endorsement.

Research limitations/implications

One possible limitation of the research is that it was performed only in the Scopus database, and it may be suggested as future searches that other databases are included as well.

Practical implications

The results of this paper can serve as a facilitating guide for researchers and for managers that want to know more about the topic.

Originality/value

A categorization table was proposed containing the subthemes of celebrity endorsement that were discussed in the last 20 years and a list of their respective authors, including the following subjects: cultural comparison, congruence, adverse effects, efficacy and intention to purchase, marketing destinations, social media, models and reviews, multiple endorsements, social policy, values of brand/economic.

Details

Benchmarking: An International Journal, vol. 27 no. 7
Type: Research Article
ISSN: 1463-5771

Keywords

Available. Content available
Article
Publication date: 20 November 2017

Francisco Guzmán and Cleopatra Veloutsou

515

Abstract

Details

Journal of Product & Brand Management, vol. 26 no. 7
Type: Research Article
ISSN: 1061-0421

Available. Content available
Article
Publication date: 9 January 2019

Cleopatra Veloutsou and Francisco Guzman

281

Abstract

Details

Journal of Product & Brand Management, vol. 27 no. 5
Type: Research Article
ISSN: 1061-0421

Access Restricted. View access options
Article
Publication date: 9 July 2019

Robert Crawford

This paper aims to trace the emergence, rise and eventual fall of Mojo-MDA. Established as a creative consultancy in 1975, Mojo embarked on an ambitious growth strategy that would…

522

Abstract

Purpose

This paper aims to trace the emergence, rise and eventual fall of Mojo-MDA. Established as a creative consultancy in 1975, Mojo embarked on an ambitious growth strategy that would see it emerge as Australia’s first multinational agency. By examining the agency’s trajectory over the 1970s and 1980s, this paper revisits the story of an Australian agency with boundless confidence to develop a more nuanced understanding of the dynamic role played by corporate culture in the agency's fortunes.

Design/methodology/approach

This study uses reports and features published in the Australian advertising trade press, along with other first-hand accounts, including oral history interviews and personal correspondence with former agency staff.

Findings

By identifying the forces and influences affecting Mojo-MDA’s outlook and operations, this paper demonstrates the important yet paradoxical role that corporate culture plays in both building and undermining an agency’s ambitions and the need for marketing historians to pay closer attention to it.

Originality/value

This examination of an agency’s inner machinations over an extended period presents a unique perspective of the ways that advertising agencies operate, as well as the forces that drive and impede them, at both national and global levels. The Mojo-MDA story also illustrates the need for marketing and business historians to pay close attention to corporate culture and the different ways that it affects marketing business and practices.

Details

Journal of Historical Research in Marketing, vol. 12 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Access Restricted. View access options
Book part
Publication date: 30 April 2024

John C. Pruit, Carol Rambo and Amanda G. Pruit

This performance autoethnography may or may not be interpreted as a continuation of a conversation regarding the experiences of those with devalued statuses in academic settings…

Abstract

This performance autoethnography may or may not be interpreted as a continuation of a conversation regarding the experiences of those with devalued statuses in academic settings. The authors rely on “strange accounting” to consider their experiences in the academy from various standpoints: before and after promotion, before and after leaving academia. While reflecting on our past experiences, we introduce the concept of “everyday precariousness” as a way of explaining the normalization of instability, insecurity, and negative affect that is part of everyday life for those with devalued statuses in academic settings and beyond. Everyday precariousness is an embodied experience for those in vulnerable positions. Normalized exposure to risks, such as discrimination, harassment, bullying, or structural instability, produces an undercurrent of threat that permeates academic culture. Our stories of everyday precariousness span race, ethnicity, class, academic roles, and gender boundaries (among many others). Analyzing these experiences furthers previous work on the uses of strange accounting as well as the dynamics of status silencing. In the final analysis, unresisted and unabated, everyday precariousness and status silencing can lead to institutional failure and resonance disasters.

Details

Symbolic Interaction and Inequality
Type: Book
ISBN: 978-1-83797-689-8

Keywords

Access Restricted. View access options
Article
Publication date: 9 October 2019

Elizabeth A. Whalen, Amanda Belarmino and Scott Taylor Jr

The growing trend for online peer-to-peer commerce has changed the way consumers purchase and exchange products and services across a wide variety of industries, including the…

294

Abstract

Purpose

The growing trend for online peer-to-peer commerce has changed the way consumers purchase and exchange products and services across a wide variety of industries, including the craft beer industry. The lack of large scale distribution channels for local breweries has led to a growing market for social exchanges across the country. However, these barter systems remain more obscure compared to their mega counterparts in monetary exchange systems. The purpose of this paper is to evaluate how the set-up of online beer marketplaces impacts the perceptions of source attractiveness as moderated by the perceived risks to encourage exchange behaviors.

Design/methodology/approach

Using an established beer exchange community, members appraised the impact of avatar profiles in their decision-making process based on user congruity, product congruity and risk perceptions. The research was conducted using a 2×2 between subjects mixed factorial design.

Findings

Product attractiveness and risk perceptions influenced behavioral intentions while user attractiveness did not. This is counter to past research that emphasizes the importance of relationships in sharing economy contexts.

Originality/value

This research shifts the discourse for sharing economy platforms from monetizing trust to prioritizing the product. While much of the emphasis had previously been on facilitating relationships between the supplier and customers on sharing economy websites, this may indicate that there needs to be a shift to prioritizing the product.

Details

Journal of Hospitality and Tourism Insights, vol. 2 no. 4
Type: Research Article
ISSN: 2514-9792

Keywords

Access Restricted. View access options
Article
Publication date: 11 August 2023

Mojtaba Poorrezaei, Christopher Pich and Sheilagh Resnick

This study aims to construct an integrated retail customer experience framework with a single view across platforms and to suggest a new conceptualisation of the customer…

1407

Abstract

Purpose

This study aims to construct an integrated retail customer experience framework with a single view across platforms and to suggest a new conceptualisation of the customer experience term.

Design/methodology/approach

A qualitative approach was adopted. Thirty participants were asked to simulate their customer journey in an established UK department store retailer. Their experience was captured through focus groups and analysed by thematic analysis.

Findings

The findings indicate that the existence of personalisation and emotional attachment will enhance the customer experience. A new integrated retail customer experience framework is offered incorporating the traditional “7Ps” of marketing and a proposed eighth “P”, which is conceptualised as personal connection.

Originality/value

To the best of the authors’ knowledge, this is the first empirical study to use the notion of personal connection as a dialectic relationship between emotional attachment and personalisation as the central discussion in developing customer experience within a retail setting. This study captures this experience through a unique method of replication of the retail customer journey across multiple channels.

Details

Qualitative Market Research: An International Journal, vol. 26 no. 5
Type: Research Article
ISSN: 1352-2752

Keywords

1 – 10 of 10
Per page
102050