Smitha Vasudevan and F.J. Peter Kumar
Brand awareness is a key cognitive metric and a vital component of consumer-based brand equity. Generating and maintaining brand awareness has been an important metric for brands…
Abstract
Purpose
Brand awareness is a key cognitive metric and a vital component of consumer-based brand equity. Generating and maintaining brand awareness has been an important metric for brands and a significant outcome of advertising and promotional activities. Brand awareness has been studied over the years in the context of market share and mind share and is considered to be the fundamental starting point of a brand relationship. Most branding variables are challenged in their linear definitions by the multi-dimensionality of the connected online world. Consumers may start their brand journey with brand awareness and then proceed to explore higher options in a non-linear fashion. This challenges traditional advertising and brand salience models. In the web context, brand awareness could even happen with little prior cognitive processing. The purpose of this paper is to explore the little researched area of brand awareness in the context of Indian websites.
Design/methodology/approach
The study leveraged technology to study the brand discovery behaviour of real estate website users in India. The authors looked at essentially modified processes such as the brand experience journey, specifically, the sources and antecedents of brand awareness for real estate websites. Considering the fact that direct and indirect traffic to a website is indicative of the brand awareness metrics, the authors analyse the metric as a basis of the comparison.
Findings
Brand awareness in the digital world can be attributed as firm generated, user generated and, as the authors also discover, experience initiated. The altered dimensions have a profound impact on the brand advertising spends of not just digital brands, but all marketers who will find digital technology increasingly central to their brand communication efforts.
Research limitations/implications
Burgeoning websites and media proliferation have increased the source set for website discovery. Customers do not rely solely on advertising or chance encounter to discover a new brand. Usage of search engines remains the key point of discovery for brand awareness. Some of the respondents recognised websites from prior advertising exposure and selected the brand from the consideration set offered in the search results for their keyword search. In other cases, brand awareness followed brand experience as the users did not process the brand information or, in most cases, were not aware of the brand name prior to website visit. The quality of brand experience created brand awareness and had further implications, including brand visit intent.
Practical implications
While mass media television advertising and ubiquitous online advertising can build brand awareness, the impact of search engine advertising and search engine optimisation is equally significant, if not more important. Brand managers can additionally focus on branding on the search channel in the light of increasing search intensity. Beyond traditional keyword planning, this can be an enhanced branding platform for reaching out to specific behavioural or character traits of the target audience. Brand experience can mature from task completion to brand awareness and higher level values if the website includes key brand messages and goals.
Originality/value
This paper offers insight into the little known field of online brand management. Information intermediary websites are unique in their value proposition, and brand building is challenging. Real estate websites have grown in popularity, but have not merited researcher attention. This paper offers a unique perspective on branding websites, specifically in the context of emerging markets like India.
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Pablo Farías, Miguel Reyes and Jenny Peláez
This study aims to assess how department store websites can add online retail brand equity. A quick, relatively easy and low-cost diagnostic tool for stakeholders (e.g. retailers…
Abstract
Purpose
This study aims to assess how department store websites can add online retail brand equity. A quick, relatively easy and low-cost diagnostic tool for stakeholders (e.g. retailers, investors) is presented.
Design/methodology/approach
A content analysis of department store websites in the USA and Latin America was conducted.
Findings
The findings show that Latin American and US department store websites exhibit acceptable use of online retail brand equity dimensions related to emotional connection and trust. In contrast, compared to their US counterparts, Latin American department store websites show weak usage on some of the dimensions of responsive service nature, online experience and fulfillment. The results also show that higher online retail brand equity is positively associated with average daily time on site. This indicates the usefulness of this index for developing effective websites to creating online retail brand equity.
Practical implications
This study suggests that Latin American department stores should improve three dimensions of online retail brand equity: responsive service nature, online experience and fulfillment. The online retail brand equity index presented can serve as a diagnostic tool for department store managers to monitor the online retail brand equity they are building on their websites. It is also possible to analyze the websites of competing department stores and monitor the long-term impact of modifications made to their websites and those of competitors.
Originality/value
This paper proposes an easy-to-apply index to assess online retail brand equity through website design partially. In addition, this research is the first to evaluate how Latin American department store websites, compared to those in the USA, are building online retail brand equity.
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Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some…
Abstract
Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.
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Presents a review on implementing finite element methods on supercomputers, workstations and PCs and gives main trends in hardware and software developments. An appendix included…
Abstract
Presents a review on implementing finite element methods on supercomputers, workstations and PCs and gives main trends in hardware and software developments. An appendix included at the end of the paper presents a bibliography on the subjects retrospectively to 1985 and approximately 1,100 references are listed.
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PETER BETTESS and JACQUELINE A. BETTESS
Survey of period infinite element developments The first infinite elements for periodic wave problems, as stated in Part 1, were developed by Bettess and Zienkiewicz, the earliest…
Abstract
Survey of period infinite element developments The first infinite elements for periodic wave problems, as stated in Part 1, were developed by Bettess and Zienkiewicz, the earliest publication being in 1975. These applications were of ‘decay function’ type elements and were used in surface waves on water problems. This was soon followed by an application by Saini et al., to dam‐reservoir interaction, where the waves are pressure waves in the water in the reservoir. In this case both the solid displacements and the fluid pressures are complex valued. In 1980 to 1983 Medina and co‐workers and Chow and Smith successfully used quite different methods to develop infinite elements for elastic waves. Zienkiewicz et al. published the details of the first mapped wave infinite element formulation, which they went on to program, and to use to generate results for surface wave problems. In 1982 Aggarwal et al. used infinite elements in fluid‐structure interaction problems, in this case plates vibrating in an unbounded fluid. In 1983 Corzani used infinite elements for electric wave problems. This period also saw the first infinite element applications in acoustics, by Astley and Eversman, and their development of the ‘wave envelope’ concept. Kagawa applied periodic infinite wave elements to Helmholtz equation in electromagnetic applications. Pos used infinite elements to model wave diffraction by breakwaters and gave comparisons with laboratory photogrammetric measurements of waves. Good agreement was obtained. Huang also used infinite elements for surface wave diffraction problems. Davies and Rahman used infinite elements to model wave guide behaviour. Moriya developed a new type of infinite element for Helmholtz problem. In 1986 Yamabuchi et al. developed another infinite element for unbounded Helmholtz problems. Rajapalakse et al. produced an infinite element for elastodynamics, in which some of the integrations are carried out analytically, and which is said to model correctly both body and Rayleigh waves. Imai et al. gave further applications of infinite elements to wave diffraction, fluid‐structure interaction and wave force calculations for breakwaters, offshore platforms and a floating rectangular caisson. Pantic et al. used infinite elements in wave guide computations. In 1986 Cao et al. applied infinite elements to dynamic interaction of soil and pile. The infinite element is said to be ‘semi‐analytical’. Goransson and Davidsson used a mapped wave infinite element in some three dimensional acoustic problems, in 1987. They incorporated the infinite elements into the ASKA code. A novel application of wave infinite elements to photolithography simulation for semiconductor device fabrication was given by Matsuzawa et al. They obtained ‘reasonably good’ agreement with observed photoresist profiles. Häggblad and Nordgren used infinite elements in a dynamic analysis of non‐linear soil‐structure interaction, with plastic soil elements. In 1989 Lau and Ji published a new type of 3‐D infinite element for wave diffraction problems. They gave good results for problems of waves diffracted by a cylinder and various three dimensional structures.
Surajit Bag, Atul Kumar Sahu, Peter Kilbourn, Noleen Pisa, Pavitra Dhamija and Anoop Kumar Sahu
Circular economy denotes future sustainability that allows optimum utilization of resources. In the present era of technology, plenty of innovations are happening across the…
Abstract
Purpose
Circular economy denotes future sustainability that allows optimum utilization of resources. In the present era of technology, plenty of innovations are happening across the world, and digital manufacturing is one of such innovations. However, there are several barriers which are impeding adoption of digital manufacturing in circular economy environment. The study explores the barriers of digital manufacturing initiatives in a circular economy and develops a methodological model to prioritize the identified challenges for automotive parts manufacturing industry.
Design/methodology/approach
Seven categories of challenges namely process, human resources, financial, collaboration, technological, security and leadership challenges were identified from literature and further validated with subsequent discussions with experts from the industry. The study is conducted in two phases, where in the first phase, the Decision-Making Trial and Evaluation Laboratory (DEMATEL) technique is used to define the priority and importance of seven categories of challenges. In second phase, the barriers are ranked using a Fuzzy Performance Important Index (FPII), taking into account contextual factors associated with the challenges and linked barriers, to determine the extent to which they impede the adoption of digital manufacturing in the sample automotive parts manufacturing company.
Findings
The “risk of data security and information privacy in connection with use of external data and protecting customer data” appeared as the most significant barrier to digital manufacturing in circular economy. Furthermore, technological challenges emerged as the most significant category of challenges followed by financial challenges in adoption of digital manufacturing in circular economy.
Practical implications
Identification of the identified barriers and understanding the interrelationships will lead to easier adoption of digital manufacturing in circular economy.
Originality/value
Despite all the potential benefits of implementing Industry 4.0 technologies in manufacturing industries, the adoption thereof is still in nascent phase with significant challenges yet to be overcome to accelerate the pace of adoption. Hence, this study explores the barriers preventing companies from adopting and benefiting from digital manufacturing initiatives and further develops a methodological model.
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Ali B. Mahmoud, V. Kumar, Alexander Berman, Samer Elhajjar and Leonora Fuxman
This study aims to explore blockchain potential for digital marketing (BlkChn-Mk-KAP) by developing and validating a measurement model for assessing the constructs of knowledge…
Abstract
Purpose
This study aims to explore blockchain potential for digital marketing (BlkChn-Mk-KAP) by developing and validating a measurement model for assessing the constructs of knowledge, attitude and practice (KAP) related to blockchain technology in digital marketing.
Design/methodology/approach
A four-study process was used. The first study reviewed the literature to develop a pool of possible measurement items. Using exploratory factor analysis and reliability assessments, Study 2 (n = 162) investigated the dimensionality of the items developed in Study 1. The factorial structure from Study 2 was validated in Study 3 (n = 204), and the measurement model invariance was assessed using covariance-based structural equation modelling (CB-SEM). Finally, in Study 4 (n = 203), the predictive validity of the BlkChn-Mk-KAP was tested using a CB-SEM approach, testing its constructs correlations with the perceived usefulness of blockchain for digital marketing.
Findings
The findings indicate that the BlkChn-Mk-KAP measurement model comprises three-dimensional multi-item scales: knowledge, attitude and practice.
Research limitations/implications
This study introduces a promising BlkChn-Mk-KAP model to examine blockchain’s role in digital marketing. The authors acknowledge the sampling limitation in this research. To enhance the generalisability of the findings, future research should expand to different groups, including generation, gender and age. In addition, further exploration of the explicit links between blockchain knowledge, attitudes and subsequent digital marketing performance is warranted.
Practical implications
Educating employees about blockchain technology’s unique features can shape favourable attitudes and stimulate the utilisation of blockchain-enabled technologies in digital marketing practice. BlkChn-Mk-KAP can offer a reliable and valid instrument to benchmark marketers’ KAP of blockchain-powered digital marketing as they implement blockchain technology to gain a competitive advantage.
Social implications
This study helps to adopt sustainable practices ensuring the wellbeing of the key stakeholders.
Originality/value
This research introduces the first validated conceptualisation and measurement model, BlkChn-Mk-KAP, to evaluate blockchain KAPs among digital marketing professionals.
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Peter Josef Stauvermann, Shasnil Avinesh Chand, Daniel Borer and Ronald Ravinesh Kumar
This study examines the contribution of urban development to Vietnam's economic progress over the period 1986–2020. The study uses an augmented Solow framework, where urbanization…
Abstract
This study examines the contribution of urban development to Vietnam's economic progress over the period 1986–2020. The study uses an augmented Solow framework, where urbanization is included as a shift variable in addition to capital per worker and accounts for structural breaks. It examines the cointegration and the long-run and short-run effects of urban development from four different cases of cointegration (constant, restricted constant, restricted trend and trend options), with each case accounting for the effect of a significant structural break. Also, the study provides causality nexus to check the presence of urbanization-led growth hypothesis. From the results, we note a long-run positive effect of urbanization on economic growth, but no short-run effects. In all cases, a 1% increase in population results in 0.8–0.9 increase of output, hence supporting a positive and momentous effect of urbanization over the long-term. We note a significant positive effect of a single structural break period (1991), which is a period of major shift towards economic progress. We note bidirectional causality between capital and output and a unidirectional causality from output and capital to urbanization. The former suggests a mutually reinforcing effect of capital accumulation and economic growth, and the latter indicates that urban development necessitates economic growth and capital accumulation. The findings derived from this study provide further impetus for urban development and urban policies and consider urbanization as a critical source of economic growth for Vietnam.