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Article
Publication date: 6 April 2012

Passent Tantawi and Amr Youssef

Branding issues and corporate social performance (CSP) are growing in importance for both companies and customers. In place marketing, places could be branded as each place should…

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Abstract

Purpose

Branding issues and corporate social performance (CSP) are growing in importance for both companies and customers. In place marketing, places could be branded as each place should define and communicate its competitive advantages effectively and adapt to fit the needs of place customers. On the other hand, in Egypt, a major challenge for marketers is retail banking which is experiencing significant changes and entails the marketing of intangible services rather than tangible products. The purpose of this paper is to provide a useful starting point to consider retail banks as place brands, and advise place brand managers about how to integrate their values with CSP and branding issues.

Design/methodology/approach

The study is quantitative in nature, focusing on the relationship between CSP measures and place branding through enhancing brand equity. A total of 220 self‐administered surveys were distributed among bankers and investors of two Egyptian‐based retail banks listed in the CASE (Cairo and Alexandria Stock Exchange).

Findings

Results indicated that there is a lack of association between CSP measures and brand equity measures of retail banks in Egypt. Findings yield useful insights for both academics, and corporate and brand practitioners about the importance of synthesizing brand equity of a place with CSP in the banking sector.

Research limitations/implications

A longitudinal and qualitative research is required to investigate how customers perceive retail banks' brands in Egypt and whether or not they value banks applying CSP. A quantitative study should be conducted on a larger sample to generalize findings within the banking sector.

Practical implications

CSP is mainly driven by external pressures such as pressure of international financial institutions. This will only encourage passive compliance without any effective change on the ground in terms of greater corporate accountability and transparency. Banks should emphasize their CSP to develop or enhance their brand equity.

Social implications

Results depicted that if the individuals themselves can conduct their businesses in an ethical and sustainable manner, then companies will inevitably conform to any external CSP standard that will be utilized in the development of place brands image and the welfare of the society.

Originality/value

Limited research has addressed the relationship between CSP and place branding. This study draws a model that investigates the relationship between applying corporate social responsibility (CSR) and place branding through improving brand equity of retail banks in a developing country, namely Egypt. Results of this research might be of interest to companies, practitioners, and society concerning the role of CSR in developing a place brand.

Details

African Journal of Economic and Management Studies, vol. 3 no. 1
Type: Research Article
ISSN: 2040-0705

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Article
Publication date: 6 April 2012

Josep F. Maria SJ

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Abstract

Details

African Journal of Economic and Management Studies, vol. 3 no. 1
Type: Research Article
ISSN: 2040-0705

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Book part
Publication date: 7 October 2019

Stig Stenslie and Kjetil Selvik

The chapter compares the survival of old regime elites in Tunisia and Egypt after the 2011 uprisings and analyses its enabling factors. Although democracy progressed in Tunisia…

Abstract

The chapter compares the survival of old regime elites in Tunisia and Egypt after the 2011 uprisings and analyses its enabling factors. Although democracy progressed in Tunisia and collapsed in Egypt, the countries show similarities in the old elite’s ability to survive the Arab Spring. In both cases, the popular uprisings resulted in the type of elite circulation that John Higley and György Lengyel refer to as ‘quasi-replacement circulation’, which is sudden and coerced, but narrow and shallow. To account for this converging outcome, the chapter foregrounds the instability, economic decline and information uncertainty in the countries post-uprising and the navigating resources, which the old elites possessed. The roots of the quasi-replacement circulation are traced to the old elites’ privileged access to money, network, the media and, for Egypt, external support. Only parts of the structures of authority in a political regime are formal. The findings show the importance of evaluating regime change in a broader view than the formal institutional set-up. In Tunisia and Egypt, the informal structures of the anciens régimes survived – so did the old regime elites.

Details

Elites and People: Challenges to Democracy
Type: Book
ISBN: 978-1-83867-915-6

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