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Article
Publication date: 16 September 2022

Denise Linda Parris and Francisco Guzmán

This paper aims to critically review the most cited literature published from 2000 to 2020 in 24 top-ranked marketing journals on the three most studied branding concepts of the…

20021

Abstract

Purpose

This paper aims to critically review the most cited literature published from 2000 to 2020 in 24 top-ranked marketing journals on the three most studied branding concepts of the 21st century – brand equity, brand loyalty and brand image – to explore how in these papers they have been defined, measured and examined, and propose how they should move forward in an era where brands are expected to be “socially and socio-politically conscious.”

Design/methodology/approach

For each concept a systematic literature review is conducted. In doing so, the definitions, antecedents, outcomes and measures for each concept were accessed and synthesized.

Findings

The systematic literature reviews provide a “state-of-the-art” snapshot of each concept and collectively demonstrate there is no consensus on the independence and interdependence of these dynamic multidimensional concepts. Based on the recommended process in the measurement literature, an evolved definition of each concept is proposed. In addition to the corresponding research directions presented in the moving forward sections of each systematic literature review, common research avenues emerged.

Originality/value

This paper acknowledges these three branding concepts as dynamic (i.e. evolving over time), systemically reviews and synthesizes the extant literature, and provides a path forward to defining, measuring and exploring brand equity, brand loyalty and brand image in the present era where brands are expected to be socially and socio-politically conscious with responsibilities to the planet, people and profit.

Details

Journal of Product & Brand Management, vol. 32 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 12 September 2016

Denise Linda Parris, Adrien Bouchet, Jon Welty Peachey and Danny Arnold

Creating value through service innovation requires new processes and ways of communicating to multiple stakeholders. Institutions and stakeholders within the service ecosystem…

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Abstract

Purpose

Creating value through service innovation requires new processes and ways of communicating to multiple stakeholders. Institutions and stakeholders within the service ecosystem, however, often resist change. Adopting a new service strategy entails two distinct costs – monetary and psychological. The tensions between an organization’s need to generate incremental revenue and the challenges of balancing business as usual and the costs associated with service innovation are explored. Specifically, this paper aims to explore the adoption of a customer relationship management (CRM) technology solution in a bureaucratic setting, and the sequence of events needed for successful implementation, with emphasis on overcoming various barriers and hurdles.

Design/methodology/approach

A case study methodology is used to gather and analyze data on how the Arizona State University (ASU) athletic department responded to the changing competitive environment via adopting a CRM technology solution. Data collection consisted of ten semi-structured interviews.

Findings

The experience of ASU illustrates that the primary benefits of a CRM technology solution include the generation of incremental revenue, capturing data and personalized marketing. The main challenges are coordinating adoption, obtaining commitment, developing competency, estimating costs and creating content.

Research limitations/implications

A conceptual framework emerged from the data that describes the likelihood of a service technology’s successful implementation based upon the interaction of the strength of key actors, organizational situation perception and organizational commitment. The model extends the proposed duality of service innovation outcomes as either success or failure to acknowledge the likelihood of a partial implementation where marginal success is achieved.

Practical implications

The sequence of events needed for successful implementation of a service technology is highlighted, with emphasis on overcoming various barriers and hurdles. Implementation steps are provided, as well as a model to help pinpoint issues.

Originality/value

The case study provides insight for overcoming pitfalls and barriers to adopting a new service technology in a traditionally bureaucratic organization where resistance to change is the norm, and innovation is not.

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Article
Publication date: 13 March 2017

Cecilia McInnis-Bowers, Denise Linda Parris and Bella L. Galperin

This paper aims to explore the relationship between entrepreneurship and resilience in an indigenous context. The overarching research questions are: What are the mechanisms that…

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Abstract

Purpose

This paper aims to explore the relationship between entrepreneurship and resilience in an indigenous context. The overarching research questions are: What are the mechanisms that link entrepreneurial thought and action to resilience in a marginalized context? How can entrepreneurial thought and actions lead to building economic, community and cultural resilience?

Design/methodology/approach

An exploratory-naturalistic case study methodology was used to examine the entrepreneurial journey of the Boruca. Data were collected from in-depth semi-structured and unstructured interviews among 10 informants over a five-year period. Constant comparative method was used to analyze the data.

Findings

Due to the need to survive, the Boruca engaged in entrepreneurial thought and action, which, in turn, led to the development of community, cultural and economic resilience. The authors developed a conceptual model to illustrate how individual resiliency gained through entrepreneurial thought and action led to community, cultural and economic resiliency of the Boruca.

Research limitations/implications

This paper examines the entrepreneurial journey of one of the eight indigenous tribes of Costa Rica. Future research should expand their sample to include the other indigenous contexts.

Practical implications

From a practical standpoint, this paper suggests the need for entrepreneurial training among indigenous businesses as a key factor in developing resiliency. This is applicable for non-profit, for-profit and public organizations interested in preserving world ethnic cultures and empowering indigenous people.

Social implications

Gaining deeper and richer insights into the linkages of resilience and entrepreneurial success is important for supporting efforts of those seeking to forge pathways out of poverty.

Originality/value

This paper suggests a different view of the relationship between resilience and entrepreneurship when the context is outside of the resource-rich context of the developed world.

Details

Journal of Enterprising Communities: People and Places in the Global Economy, vol. 11 no. 1
Type: Research Article
ISSN: 1750-6204

Keywords

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Article
Publication date: 8 February 2016

Denise Linda Parris, Jennifer L. Dapko, Richard Wade Arnold and Danny Arnold

The purpose of this paper is to critically review the relevant literature on transparency, provide a comprehensive definition of transparency, and present a new framework for…

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Abstract

Purpose

The purpose of this paper is to critically review the relevant literature on transparency, provide a comprehensive definition of transparency, and present a new framework for facilitating the adoption of transparency as an ethical cornerstone and pragmatic strategy for organizational responsible business management.

Design/methodology/approach

A systematic literature review – a methodology adopted from medical sciences to eliminate research bias – was conducted. In doing so, the definitions, antecedents, and consequences of transparency are accessed and synthesized.

Findings

Based upon this process transparency is defined as the extent to which a stakeholder perceives an organization provides learning opportunities about itself. A conceptual framework emerged from the data. It describes when transparency is especially important, what organizations can do to be more transparent, and the potential benefits of transparency.

Practical implications

The transparency framework can be used as a guide for organizations attempting to change their behavior, image, and performance by adopting transparency as a value in their organization. In addition, the framework can be used to create and adopt a universal (i.e. industry-wide or even societal-wide) code of conduct. Furthermore, this review, definition, and framework provide a template for academics to advance transparency theory, and empirically test the construct’s application.

Originality/value

As a new research field, transparency has lacked a concise definition as well as a conceptual framework. This is the first comprehensive summary of transparency. In addition, this study contributes to the methodology of evaluating construct definitions to advance empirical research.

Details

Management Decision, vol. 54 no. 1
Type: Research Article
ISSN: 0025-1747

Keywords

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