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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…

647

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.

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Article
Publication date: 30 July 2024

Mark Buschgens, Bernardo Figueiredo and Janneke Blijlevens

This paper aims to examine how visual elements used in packaging design relate to diasporic consumer identity and influence aesthetic appreciation.

161

Abstract

Purpose

This paper aims to examine how visual elements used in packaging design relate to diasporic consumer identity and influence aesthetic appreciation.

Design/methodology/approach

Drawing on social identity theory, research on aesthetic principles and using a mixed methods approach, two studies are conducted. Study 1 involves a qualitative exploration of the nature of diasporic consumer identity and its relation with visual design in packaging. Study 2 involves quantitative testing and calibration of this relationship and its subsequent influence on aesthetic appreciation.

Findings

Diasporic consumers from the Middle East appreciate hybrid visual designs and prefer packaging that strikes an optimum balance of visual elements (colour, shapes, patterns) from the heritage aspects of their ancestral homeland and more contemporary aspects from their culture of living. Preference for balance elicits an overall positive diasporic identity feeling that mediates the relationship with aesthetic appreciation of visual design in packaging.

Research limitations/implications

These findings offer new knowledge about the role of visual design in packaging in delivering symbolic value to diasporic consumers, evidencing how diasporic consumers’ dual identities shape aesthetic appreciation and preferences for hybrid visual designs.

Practical implications

Provides marketing practitioners and packaging designers with a concise and contextual directive for creating visual designs that appeal to a growing segment of diasporic consumers.

Originality/value

This research draws on social identity theory to uncover an aesthetic cultural precept – heritage, yet contemporary – that can inform the development of packaging designs targeting diasporic consumers.

Details

Journal of Product & Brand Management, vol. 34 no. 2
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 February 2002

Susan Christoffersen

Centuries of protection have impeded innovation in the textile industry. As these protections elapse, the industry must contend with increasing competition from abroad. This…

286

Abstract

Centuries of protection have impeded innovation in the textile industry. As these protections elapse, the industry must contend with increasing competition from abroad. This raises the question: will more R&D expenditure enhance competitiveness? To assess this, we measure firm profitability using Tobin's q, the ratio of the stock market valuation of the firm compared to the book value of the firm's assets. Q values are compared to other financial ratios, and then used to assess the impact of research and development (R&D) spending. A Mann‐Whitney rank test indicates firms that conduct R&D are not more profitable, as measured by q, than those that do not conduct R&D.

Details

Competitiveness Review: An International Business Journal, vol. 12 no. 2
Type: Research Article
ISSN: 1059-5422

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Article
Publication date: 26 February 2024

Mark Buschgens, Bernardo Figueiredo and Janneke Blijlevens

This paper aims to investigate how and when visual referents in brand visual aesthetics (i.e. colours, shapes, patterns and materials) serve as design applications that enable…

911

Abstract

Purpose

This paper aims to investigate how and when visual referents in brand visual aesthetics (i.e. colours, shapes, patterns and materials) serve as design applications that enable consumer diasporic identity.

Design/methodology/approach

This paper uses an innovative methodology that triangulates 58 in-depth interviews with diasporic consumers, 9 interviews with brand managers and designers and a visual analysis of brands (food retailer, spices and nuts, skincare, hair and cosmetics, ice cream and wine) to provide a view of the phenomenon from multiple perspectives.

Findings

This study illustrates how and when particular applications and compositions of product and design referents support diasporic identity for Middle Eastern consumers living outside the Middle East. Specifically, it illustrates how the design applications of harmonising (applying separate ancestral homeland and culture of living product and design referents simultaneously), homaging (departing from the culture of living product and design referents with a subtle tribute to ancestral homeland culture) and heritaging (departing from the ancestral homeland culture product and design referents with slight updates to a culture of living style) can enable diasporic identity in particular social situations.

Research limitations/implications

Although applied to the Middle Eastern diaspora, this research opens up interesting avenues for future research that assesses diasporic consumers’ responses to brands seeking to use visual design to engage with this market. Moreover, future research should explore these design applications in relation to issues of cultural appreciation and appropriation.

Practical implications

The hybrid design compositions identified in this study can provide brand managers with practical tools for navigating the design process when targeting a diasporic segment. The design applications and their consequences are discussed while visually demonstrating how they can be crafted.

Originality/value

While previous research mainly focused on how consumption from the ancestral homeland occurred, to the best of the authors’ knowledge, this study is the first to examine how hybrid design compositions that combine a diaspora’s ancestral homeland culture and their culture of living simultaneously and to varying degrees resonate with diasporic consumers.

Details

European Journal of Marketing, vol. 58 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

Available. Content available
185

Abstract

Details

History of Education Review, vol. 48 no. 1
Type: Research Article
ISSN: 0819-8691

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Available. Content available
Article
Publication date: 30 November 2018

Emily Gallagher

142

Abstract

Details

History of Education Review, vol. 47 no. 2
Type: Research Article
ISSN: 0819-8691

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Article
Publication date: 1 April 1996

Rick Mullin

It's morning drive time in northern New Jersey. All the stations in New York's empire of commercial broadcasting, home to Howard Stern and two major all‐news venues, are vying for…

30

Abstract

It's morning drive time in northern New Jersey. All the stations in New York's empire of commercial broadcasting, home to Howard Stern and two major all‐news venues, are vying for your aural consciousness. You've got Don Imus on WFAN. Hot 97 shouts out your hip‐hop traffic updates. National Public Radio is jammed between the Christian Family Broadcasting Network and The Classical Station of the New York Times. But wait…over to the left. Isn't that…Klezmer music? Did that guy just say “morning chizuk?” What radio station is this?

Details

Journal of Business Strategy, vol. 17 no. 4
Type: Research Article
ISSN: 0275-6668

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Article
Publication date: 1 April 1995

Brian Quinn

Although the telephone constitutes an important aspect of reference service in many libraries, it is frequently taken for granted or overlooked by both patrons and professional…

137

Abstract

Although the telephone constitutes an important aspect of reference service in many libraries, it is frequently taken for granted or overlooked by both patrons and professional staff alike. Often, it is seen by librarians as merely an adjunct service, or even something of a nuisance. In this view, telephone reference is considered secondary and subordinate to serving on‐site patrons.

Details

Reference Services Review, vol. 23 no. 4
Type: Research Article
ISSN: 0090-7324

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Book part
Publication date: 6 October 2017

Howard Harris

Various achievements of Australia in the field of applied ethics from the 1980s to 2016 are outlined. The review covers academic scholarship, research and teaching; the ethics of…

Abstract

Various achievements of Australia in the field of applied ethics from the 1980s to 2016 are outlined. The review covers academic scholarship, research and teaching; the ethics of business and actions to build ethics into the structures of enterprises. This follows the 3-fold categorization developed by De George (2012). A brief account of the formation and history of the Australian Association for Professional and Applied Ethics is included, as is a selection of scandals involving Australian organisations. Australia is shown to have made a significant contribution to the academic discipline of applied ethics and to have been aware of its position, distant from the English-speaking West and in the midst of nations of the global south.

Details

Ethics in the Global South
Type: Book
ISBN: 978-1-78743-205-5

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Book part
Publication date: 26 March 2020

Llewella Chapman

On 2 September 2015, it was announced that Tom Ford would again be ‘dressing James Bond’, Daniel Craig, in Spectre (Mendes, 2015) after tailoring his suits for Quantum of Solace

Abstract

On 2 September 2015, it was announced that Tom Ford would again be ‘dressing James Bond’, Daniel Craig, in Spectre (Mendes, 2015) after tailoring his suits for Quantum of Solace (Forster, 2008) and Skyfall (Mendes, 2012). Ford noted that ‘James Bond epitomises the Tom Ford man in his elegance, style and love of luxury. It is an honour to move forward with this iconic character’.

  With the press launch of ‘Bond 25’(and now titled No Time to Die) on 25 April 2019, it is reasonable to speculate that Ford will once again be employed as James Bond’s tailor of choice, given that it is likely to be Craig’s last outing as 007. Previous actors playing the role of James Bond have all had different tailors. Sean Connery was tailored by Anthony Sinclair and George Lazenby by Dimitro ‘Dimi’ Major. Roger Moore recommended his own personal tailors Cyril Castle, Angelo Vitucci and Douglas Hayward. For Timothy Dalton, Stefano Ricci provided the suits, and Pierce Brosnan was dressed by Brioni. Therefore, this chapter will analyse the role of tailoring within the James Bond films, and how this in turn contributes to the look and character of this film franchise more generally. It aims to understand how different tailors have contributed to the masculinity of Bond: an agent dressed to thrill as well as to kill.

Details

From Blofeld to Moneypenny: Gender in James Bond
Type: Book
ISBN: 978-1-83867-163-1

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