Atefeh Yazdanparast, Mathew Joseph and Fernanda Muniz
The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the study…
Abstract
Purpose
The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the study examines the role of consumer-brand social media experiences on attitude toward SMM activities of brands and its consequent impact on brand perceptions.
Design/methodology/approach
Paper-and-pencil surveys were administered to undergraduate students in a Southwestern university in exchange for extra credit. Survey questions were adapted from previously validated scales, and measurement adaptations were minimal and only related to the context of questions to assure their relevance with the context of this study. Bi-variate correlation, bootstrapping technique, Sobel test, ANOVA and linear regression were used to test the hypotheses.
Findings
The results indicate that brand-based SMM is essential in impacting consumers’ attitudes toward brands and consequently, CBBE reflected via perceived value for the cost, perceived uniqueness and the willingness to pay a price premium for a brand. Additionally, the main reason for individuals to use social media impacts their attitudes toward and receptiveness of SMM activities of brands.
Research limitations/implications
This study used a sample of college students to address the research questions. Considering the higher adoption rate and interest in social media among younger consumer groups, the results may not be representative of the entire population. Much of the existing research on social media, however, has focused on undergraduate college students and is primarily based on studies utilizing the similar research population.
Originality/value
The present research is one of the few studies that empirically examine the impact of consumer-brand interactions/experiences on consumers’ attitudes toward SMM activities of brands, as well as brand-related knowledge and perceptions as reflected by CBBE. The results indicate that the CBBE model of the twenty-first century should incorporate the role of brand-based SMM activities as facilitators of brand knowledge (i.e. brand awareness and brand image) by reinforcing or even shaping important brand-based associations.
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Fernanda Muniz and Francisco Guzmán
In response to the rise of socially conscious consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) to drive brand equity. Nevertheless…
Abstract
Purpose
In response to the rise of socially conscious consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) to drive brand equity. Nevertheless, merely engaging in CSR is not enough to have a positive impact on the value consumers give to a brand. The success of a CSR program depends on its consumers’ perceived authenticity. Therefore, this study aims to investigate how the perception of CSR authenticity, and consequently brand equity, can be enhanced by leveraging brand value co-creation.
Design/methodology/approach
The study uses a mixed-method approach to test its hypotheses. Study 1 collects survey data from a national representative sample in the USA, which is analyzed using structural equation modeling. Study 2 collects experimental data from a public university’s research pool, also in the USA, which is analyzed using ANOVA and mediation analysis.
Findings
This study demonstrates that when consumers believe that a brand is co-creative – i.e. consumers are allowed to participate in the creation of value – they will likely perceive the brand’s CSR program as more authentic, which in turn will positively affect brand equity.
Originality/value
The findings of this study offer implications for academics and brand managers interested on how to effectively leverage CSR for brand building. Specifically, it demonstrates that embracing CSR alone may not be sufficient to enhance brand equity and that brand managers should consider leveraging co-creation to strengthen perceptions of CSR authenticity.
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Fernanda Muniz, Francisco Guzmán, Audhesh K. Paswan and Heather J. Crawford
In response to consumer and society demands for firms to be socially responsible, brands have been taking a strategic approach to corporate social responsibility (CSR) by…
Abstract
Purpose
In response to consumer and society demands for firms to be socially responsible, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into their brands’ core value propositions to strengthen brand equity. Thus, from a brand building perspective, this paper aims to investigate the immediate effect that brand CSR communications have on the change in brand awareness, perceived quality and loyalty, to provide a deeper understanding of how each dimension affects the overall change in brand equity.
Design/methodology/approach
With evidence from an experiment conducted in three different countries (Australia, United States and Spain), based on an actual brand CSR program, this paper explores the different immediate effects of change in brand awareness, perceived brand quality and brand loyalty, after the exposure to a CSR message, on the overall immediate change in value that consumers give to a brand. Furthermore, it examines the role of brand-cause fit and the influence that differences in cultural, economic and political environments have on this effect.
Findings
The change in brand loyalty due to CSR communication is the key dimension driving the immediate positive change in overall brand equity. In addition, change in brand awareness has an inverted U-shape relationship with change in overall brand equity, whereas the change in perceived brand quality does not have an influence. Finally, the results indicate that this immediate effect holds regardless of the level of brand-cause fit, but is greater in countries where firms are expected to participate and CSR reporting is not mandatory, making such practices be seen as voluntary.
Practical implications
The findings of this study offer research implications for academics, and practical considerations for brand managers, interested in how to rapidly generate changes in consumer perception by leveraging CSR activities for brand building in global settings. Specifically, it indicates that when the aim is to quickly build brand equity, the goal of communicating CSR activities must be to increase the level of attachment that consumers have to the brand since loyalty is the main driver of the immediate change in overall brand equity.
Originality/value
Although many scholars have demonstrated the impact of CSR on various consumer behavior outcomes (e.g., brand attitude, purchase intention, loyalty), from a brand build perspective the implications of the immediate effect of a brand communication of CSR practices on consumer-based brand equity remain less clear. This study addresses this gap to gain a deeper understanding of how to rapidly generate changes in consumer perception to build strong brands while leveraging CSR practices.
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Leandro da Silva Nascimento, Fernanda Maciel Reichert, Raquel Janissek-Muniz and Paulo Antônio Zawislak
This paper aims to discuss the dynamic interactions among knowledge management, strategic foresight and emerging technologies, resulting in a framework that can help companies to…
Abstract
Purpose
This paper aims to discuss the dynamic interactions among knowledge management, strategic foresight and emerging technologies, resulting in a framework that can help companies to shape these interactions for achieving positive outcomes.
Design/methodology/approach
This conceptual paper is based on prior literature streams, which were interrelated through an abductive research process. This iterative conceptualization approach led to the formation of testable propositions that advance the understanding on the interactions among knowledge management, strategic foresight and emerging technologies.
Findings
The framework demonstrates the existence of an actions cycle between strategic foresight and knowledge management through a constructivist perspective, where one can improve the other. These interactions can be useful both for the development of emerging technologies and for identifying these innovations in market that can be applied in companies. Hence, all these dynamic interactions do not point to a hegemonic relationship of one construct over the others, but for the value equality among them.
Originality/value
Although current literature points to the existence of relationships among knowledge management, strategic foresight and emerging technologies, the dynamism inherent in these interactions as well as their positive effects for companies’ results are not properly discussed. This paper fills such a gap and proposes directions for future research.
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Lisiane Quadrado Closs, Fernanda Maciel Reichert, Daniela Francisco Brauner, Raquel Janissek-Muniz and Sofia Gelain da Cunha
This is a story of collective resilience. In a two-week task force, our group of Associate Professors created the SOS-MSME project, an advisory network to support Micro, Small and…
Abstract
This is a story of collective resilience. In a two-week task force, our group of Associate Professors created the SOS-MSME project, an advisory network to support Micro, Small and Medium Enterprises suffering the impacts of the COVID-19 pandemic. Almost 1,000 people, including staff, students from different university, faculties, alumni, and professionals from the community engaged in this project supporting more than 200 entrepreneurs. It has helped our community, but also ourselves generating a new challenging academic path integrating service, research and teaching.
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Daiane Scaraboto, Marcia Christina Ferreira and Emily Chung
The purpose of this study is to examine the interplay between the curatorial practices of consumers as collectors and the materiality of the collected objects. In particular, this…
Abstract
Purpose
The purpose of this study is to examine the interplay between the curatorial practices of consumers as collectors and the materiality of the collected objects. In particular, this study explores how the material substances of collected objects shapes curatorial practices and how the ongoing use of the collected objects challenges curatorial practices.
Methodology/approach
Taking advantage of the publicization of once-private collections on social media, we collect 111 YouTube videos created by plastic shoe aficionados. Drawing from visual anthropology and theorizations of materiality, we analyze consumer interactions with the objects they collect.
Findings
This study’s findings elucidate consumers’ interactions with the material substances of the objects they collect and demonstrate how these interactions shape the ways in which consumers curate their collections, including how they wear, care for, catalog, and display the collected objects.
Research implications
Our findings have implications for theorization on consumer collections, consumer identity, and consumer participation in brand communities and are relevant for consumer researchers who study the interactions and relationships between consumers and consumption objects.
Originality/value
This study is the first to re-examine consumers as collectors to extend and update consumer research on the curatorial practices of physical, wearable collectibles. This study sets the foundations for further research to advance our understanding of consumers as collectors as well as to illuminate other theories and aspects of consumer research that consider consumer–object interactions.
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Luisa Fernanda Manrique Molina, William Fernando Durán and Carlos Augusto Valencia
The purpose of this study is to generate knowledge about assessment methods in blended business education, which have become increasingly important to establish sustainable…
Abstract
Purpose
The purpose of this study is to generate knowledge about assessment methods in blended business education, which have become increasingly important to establish sustainable assessment practices that support knowledge acquisition for undergraduate students in business administration at a Colombian university.
Design/methodology/approach
For the analysis, a two groups comparison was performed using a nonequivalent control group design with a sample of 420 students. As this study wants to find insights to improve the knowledge on assessment topics in marketing research (MR) education, it was focused on the students from the business administration program. This study also uses individual scores from the state test as prior cognitive scores and the high school classification provided by the National Ministry of Education in Colombia (2012).
Findings
It was found that the variables that best predict performance on the MR course examinations were the mathematics skills and reading comprehension scores on the state test. The study also showed a better performance of female students on both assessment methods. There were no significant differences between the assessment methods or among the high school levels.
Research limitations/implications
One of the limitations of this study is the limited number of items on the tests. Additionally, the authors recommend conducting an analysis of the differences between the testing items to provide a detailed explanation of students’ performance when comparing computer-based testing and paper-and-pencil testing.
Practical implications
Further design of teaching material and assessments online and offline, based on local and regional marketing problems, is suggested. As the current text and readings are more oriented to the English-speaking contexts, most of the problems presented are oriented to multinational companies and brands.
Social implications
Insights into the skills required for future jobs provide valuable guidance (World Economic Forum, 2020). Essential skills for emerging roles, like data scientists, can find robust support within the MR course. To further enrich in-class and online exercises with Excel and SPSS, Colombian educators can leverage data sets obtained from sources like the national statistics office and international market intelligence databases available through the university’s library, including Passport and Statista. Engaging with authentic data sets provides students with a more profound understanding of practical applications in MR.
Originality/value
This approach facilitates the identification of key variables, such as assessment and cognitive abilities in math and reading, which predict students’ knowledge acquisition in MR. It not only offers insights into the relevant factors influencing learning in MR but also provides valuable feedback. Additionally, it suggests potential avenues for future research in this field.
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Mónica Moreno, Rocío Ortiz and Pilar Ortiz
Heavy rainfall is one of the main causes of the degradation of historic rammed Earth architecture. For this reason, ensuring the conservation thereof entails understanding the…
Abstract
Purpose
Heavy rainfall is one of the main causes of the degradation of historic rammed Earth architecture. For this reason, ensuring the conservation thereof entails understanding the factors involved in these risk situations. The purpose of this study is to research three past events in which rainfall caused damage and collapse to historic rammed Earth fortifications in Andalusia in order to analyse whether it is possible to prevent similar situations from occurring in the future.
Design/methodology/approach
The three case studies analysed are located in the south of Spain and occurred between 2017 and 2021. The hazard presented by rainfall within this context has been obtained from Art-Risk 3.0 (Registration No. 201999906530090). The vulnerability of the structures has been assessed with the Art-Risk 1 model. To characterise the strength, duration, and intensity of precipitation events, a workflow for the statistical use of GPM and GSMaP satellite resources has been designed, validated, and tested. The strength of the winds has been evaluated from data from ground-based weather stations.
Findings
GSMaP precipitation data is very similar to data from ground-based weather stations. Regarding the three risk events analysed, although they occurred in areas with a torrential rainfall hazard, the damage was caused by non-intense rainfall that did not exceed 5 mm/hour. The continuation of the rainfall for several days and the poor state of conservation of the walls seem to be the factors that triggered the collapses that fundamentally affected the restoration mortars.
Originality/value
A workflow applied to vulnerability and hazard analysis is presented, which validates the large-scale use of satellite images for past and present monitoring of heritage structure risk situations due to rain.
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Barbara de Lima Voss, David Bernard Carter and Bruno Meirelles Salotti
We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of politics in…
Abstract
We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of politics in the construction of hegemonies in SEA research in Brazil. In particular, we examine the role of hegemony in relation to the co-option of SEA literature and sustainability in the Brazilian context by the logic of development for economic growth in emerging economies. The methodological approach adopts a post-structural perspective that reflects Laclau and Mouffe’s discourse theory. The study employs a hermeneutical, rhetorical approach to understand and classify 352 Brazilian research articles on SEA. We employ Brown and Fraser’s (2006) categorizations of SEA literature to help in our analysis: the business case, the stakeholder–accountability approach, and the critical case. We argue that the business case is prominent in Brazilian studies. Second-stage analysis suggests that the major themes under discussion include measurement, consulting, and descriptive approach. We argue that these themes illustrate the degree of influence of the hegemonic politics relevant to emerging economics, as these themes predominantly concern economic growth and a capitalist context. This paper discusses trends and practices in the Brazilian literature on SEA and argues that the focus means that SEA avoids critical debates of the role of capitalist logics in an emerging economy concerning sustainability. We urge the Brazilian academy to understand the implications of its reifying agenda and engage, counter-hegemonically, in a social and political agenda beyond the hegemonic support of a particular set of capitalist interests.