ChangHyun Jin, MoonSun Yoon and JungYong Lee
This study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other…
Abstract
Purpose
This study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other factors, including brand loyalty.
Design/methodology/approach
Focus group interviews and open-ended questions were used initially to create items for the survey. After excluding insincere responses, 781 responses to the questionnaire were used for the analysis. Structural equation modeling was performed to test the hypotheses.
Findings
The results reveal that sub-factors that comprise the color identity construct are closely related to the components of brand association. All components of brand association, including brand attribution, brand benefits and brand attitude, were shown to have a positive impact on brand self-identification. In turn, brand self-identification was shown to have a positive impact on brand loyalty.
Research limitations/implications
The generalizability of the study’s findings is limited insofar as only three components of the visual identity of the airline company under study – its logo, airplane exteriors and cabin attendants’ uniforms – were used for the color image analysis.
Practical implications
In marketing, color choices play a critical role in building brand identity as they positively affect a company’s brand association in consumers’ minds. Previous studies on airline brands have focused mainly on systematic factors related to service, prices and scheduling.
Originality/value
Regarding brand identity, color is an important factor in visual communication. Among the psychological functions of color, it has a communication function that can most directly and effectively deliver message and meaning of a company to consumers.
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Zhiming Liu, Lu Liu and Hong Li
The purpose of this paper is to propose a conceptual model to investigate the determinants of information retweeting in microblogging based on Heuristic‐Systematic Model.
Abstract
Purpose
The purpose of this paper is to propose a conceptual model to investigate the determinants of information retweeting in microblogging based on Heuristic‐Systematic Model.
Design/methodology/approach
Microblogging data about emergency events from Sina microblogging (http://weibo.com) are collected and analyzed with text mining technology. The proposed hypotheses are tested with logistic and multiple linear regressions.
Findings
The results show that source trustworthiness, source expertise, source attractiveness, and the number of multimedia have significant effects on the information retweeting. In addition, source expertise moderates the effects of user trustworthiness and content objectivity on the information retweeting in microblogging.
Practical implications
This study provides an in‐depth understanding of what makes information about emergency events in microblogging diffuse so rapidly. Based on these findings the emergency management organizations in China can apply the microblogging to spread useful information, and these findings also provide practical implications for microblogging system designers.
Originality/value
The primary value of this paper lies in providing a better understanding of information retweeting in microblogging based on Heuristic‐Systematic Model. Organizations that would like to adopt the microblogging platform in emergency situations to improve the ability of emergency response can benefit from the findings of this study.
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Hector Montes, Lisbeth Mena, Roemi Fernández and Manuel Armada
The aim of this paper is to introduce a hexapod walking robot specifically designed for applications in humanitarian demining, intended to operate autonomously for several hours…
Abstract
Purpose
The aim of this paper is to introduce a hexapod walking robot specifically designed for applications in humanitarian demining, intended to operate autonomously for several hours. To this end, the paper presents an experimental study for the evaluation of its energy efficiency.
Design/methodology/approach
First, the interest of using a walking robot for detection and localization of anti-personnel landmines is described, followed by the description of the mechanical system and the control architecture of the hexapod robot. Second, the energy efficiency of the hexapod robot is assessed to demonstrate its autonomy for performing humanitarian demining tasks. To achieve this, the power consumed by the robot is measured and logged, with a number of different payloads placed on-board (always including the scanning manipulator arm assembled on the robot front end), during the execution of a discontinuous gait on flat terrain.
Findings
The hexapod walking robot has demonstrated low energy consumption when it is carrying out several locomotion cycles with different loads on it, which is fundamental to have a desired autonomy. It should be considered that the robot has a mass of about 250 kg and that it has been loaded with additional masses of up to 170 kg during the experiments, with a consumption of mean power of 72 W, approximately.
Originality/value
This work provides insight on the use of a walking robot for humanitarian demining tasks, which has high stability and an autonomy of about 3 hours for a robot with high mass and high payload. In addition, the robot can be supervised and controlled remotely, which is an added value when it is working in the field.