Search results

In “Social media’s slippery slope: challenges, opportunities and future research directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to leverage consumer engagement into highly profitable relationships for both parties”. The purpose of this article is to continue this discussion by reviewing recent literature on consumer engagement and proposing a framework for future research.

The paper reviews the marketing literature on social media, paying particular attention to consumer engagement, which was identified as a primary area of concern in Schultz and Peltier (2013).

A significant amount of research has been conducted on consumer engagement since 2010. Lack of consensus on the definition of the construct has led to fragmentation in the discipline, however. As a result, research related to consumer engagement is often not identified as such, making it difficult for academics and practitioners to stay abreast of developments in this area.

This critical review provides marketing academics and practitioners insights into the antecedents and consequences of consumer engagement and offers a conceptual framework for future research.

The purpose of this paper is to review, update and suggest new approaches to estimate/determine market brand equity (MBE) impact based on additional brand investments in existing brands. The approach can be used by senior managers, replacing traditional return-on-investment (ROI) historical approaches. The paper focuses on the brand owner’s values/returns rather than those of the customer/consumer.

A conceptual approach using a theoretical methodology based on a literature review and informed analysis of how a new type of MBE estimation/calculation methodology might be developed.

This paper proposes a radically different, forward-looking calculation/estimation of MBE determination based on estimations of additional cash flows which might return to the firm as a result of additional investments made in the brand. The approach moves away from traditional cost/managerial accounting approaches to a more actuarial-based estimation of future income flows should additional investments be made in the brand. A Markov chain or other probability-based methodology of estimating future returns is suggested.

Presently, most brand investment models are based on historical backward-looking estimations/calculations of snapshots of point-in-time ROI models. These, the author argues, are outdated and irrelevant for forward-looking managers and firms. This recommended approach provides senior management with estimates of the value that might be created in the future.

This paper aims to investigate whether or not ongoing sales promotion contributed to the declines in “no brand preference” (NBP). Part of an ongoing series investigating the growth of US consumer’s responses of NBP for more than 1,500 frequently purchased consumer product brands. Data were drawn from responses to a very large (1.1 million) online longitudinal consumer questionnaire during 2002-2012.

Additional research, combining this data set with two other major US longitudinal studies, confirmed results. This study focused on determining reasons for NBP increase. Initial data set included use of and influence of 23 in-store promotional tools. These were investigated to determine impact and effect.

Four leading sales promotional tools, based on consumer influence, were coupons, home samples, in-store samples and retail shopper cards. Shopper cards had most influence on purchase of secondary, not primary brands in categories. Shopper cards are a clearly underused promotional tool in building brand preference and sales.

Limited to US consumer products only. No attempt made to connect media advertising and in-store media impact or effect.

Future investigation should focus on other geographies, synergy between media advertising and promotional techniques. Also, the study is all aggregated data; individual brand investigations should be made. Shopper cards appear to be a major opportunity for secondary brands. More focus on cooperative activities between brands and retailers would benefit both.

Paucity of longitudinal customer-view research on shopper cards identifies both manufacturer and retailer opportunities, particularly secondary brands.

The concept of integrated marketing communication (IMC) has now become an apparently integral part of the marketing and corporate communication strategies of many companies. Here, we seek to capture and evaluate perceptions of IMC derived from advertising and public relations executives who are developing integrated approaches and campaigns – as required and mandated by clients. Over and above this mandate, of course, they also have their own views as to what IMC is, and how it can best be operationalised. We commence the paper by reviewing the now extensive literature in this subject area, before tackling four research questions via an exploratory study within UK advertising and public relations agencies. The findings indicate that while IMC is here to stay – at least for the foreseeable future. Yet, there is still a significant developmental process that many businesses have to undertake. We conclude by suggesting that IMC development now needs to be researched in the domain of business practice. Certainly, more evidence needs to be provided concerning IMC and integrated marketing from within businesses.

The purpose of this paper is to progress research on integrated communication management from its current debates on definitions and normative models to research‐based understanding of how integration works and is implemented at an organisation with a high level of integration. Also, the paper seeks to provide insights for communication managers on implementing successful integrated communication programs.

This research incorporated a qualitative single case study of an exemplary organisational case of integrated communication, using three data sources: depth interviews, participant observation, and document analysis.

Communication integration operates organically, through cross‐functional connections and knowledge sharing and facilitated by an open organisational structure whereby integration occurs naturally.

Though other configurations may exist in high‐functioning integrated programs, this study provides a new direction for theory development, and fills a need in scholarship to identify the interactions that integration creates.

This research provides research‐based learning on integrated communication management and implementation, and includes steps to establish a successful integrated program.

The paper will be of special interest to strategists, managers, and practitioners for improving communication processes. It also fills a need in the literature to progress understanding from definition debates to the interworking of communication functions.

Increasing trade concentration in retail fields, particularly in consumer products, poses several problems for manufacturers. Among the greatest are (1) increasing retailer control of the marketplace, (2) more intense competition among sellers, (3) lack of brand availability in some markets, (4) increasingly larger promotion budgets required of manufacturers, and (5) changes in sales force personnel and activities. Some of the suggested changes in the marketing mix are (1) market investigation, (2) new distribution systems, (3) revised promotional efforts, and (4) production differentiation.

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.

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].

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.

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.

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.

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).

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.

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.