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Available. Open Access. Open Access
Article
Publication date: 14 February 2024

Rafael Barreiros Porto, Carla Peixoto Borges and Paulo Gasperin Dubois

Human brands in the music industry use self-presentation tactics on social media to manage audience impressions. This practice has led to many posts asking followers to adopt…

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Abstract

Purpose

Human brands in the music industry use self-presentation tactics on social media to manage audience impressions. This practice has led to many posts asking followers to adopt behaviors favoring the human brand. However, its effectiveness in leveraging relevant performance metrics for musicians outside social media, such as popularity in specialized media, music sales and number of contracted concerts, needs further exploration. This study aims to reveal the effect of impression management tactics conveyed on social media on the market performance of musicians’ human brands.

Design/methodology/approach

Secondary data research classifies 5,940 social media posts from 11 music artists into self-presentation tactics (self-promotion, exemplification, supplication and ingratiation). It shows their predictions on three market performance metrics in an annual balanced panel study.

Findings

Impression management tactics via posts on social media are mostly self-promotion, improving the musicians’ market performance by increasing the number of contracted concerts. Conversely, ingratiation generated the most positive effect on the musician’s popularity but reduced music sales. Besides lowering the musicians’ popularity, exemplification also reduced the number of contracted concerts, while the supplication had no significant effect.

Originality/value

To the best of the authors’ knowledge, the research is the first to use social media postings of musicians’ official human brand profiles based on self-presentation typologies as a complete impression management tool. Furthermore, it is the first to test the effects of these posts on market performance metrics (i.e. outside of social media) in a longitudinal study.

Details

Journal of Product & Brand Management, vol. 33 no. 3
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 July 2021

Rafael Barreiros Porto, Paula Borges Gomes Akitaya and Denise Santos Oliveira

The purpose of this study is to investigate whether the internationalization characteristics of companies from an emerging market (internationalized company stage and presence of…

560

Abstract

Purpose

The purpose of this study is to investigate whether the internationalization characteristics of companies from an emerging market (internationalized company stage and presence of a sales subsidiary abroad) moderate the influence of country of brand origin positioning over the companies' financial performance.

Design/methodology/approach

The authors performed an ex-post-facto study of internationalized companies from Brazil spanning 16 years. Generalized estimating equations in panel data revealed the results with market share, return on assets (ROA) and Tobin's Q as dependent variables.

Findings

The result revealed that country of brand origin positioning is worth doing for internationalized companies from an emerging market, especially for multinationals with sales activity in the destination country. It positively affects all three financial metrics. For exporters, it is effective in increasing market share and returns on assets.

Practical implications

The research demonstrates the effectiveness of the image positioning of exporting and multinational companies that have internationalization initiatives and allocation of external sales activities.

Originality/value

In emerging markets, country of brand origin positioning is a branding strategy used by companies seeking to internationalize. This research shows that the contexts of the characteristics of internationalization strategies change the results, and therefore the need to be considered for testing the effectiveness of country-of-brand-origin positioning.

Details

International Journal of Emerging Markets, vol. 18 no. 8
Type: Research Article
ISSN: 1746-8809

Keywords

Available. Open Access. Open Access
Article
Publication date: 8 January 2024

Rafael Barreiros Porto, Gordon Robert Foxall, Ricardo Limongi and Débora Luiza Barbosa

Consumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands…

1243

Abstract

Purpose

Consumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands requires different criteria relevant to the competitiveness of companies, such as their prominence, management and meeting society’s demands. In this sense, this study aims to develop and validate a scale of corporate brand equity founded on consumer perceptions, transcending industry boundaries and comparing its relationship with companies' market share.

Design/methodology/approach

The authors used an integrative approach to clarify the construct’s domain, building on previous measures. They took several steps to select appropriate items, refine the measure, validate it through reliability tests and convergent and discriminant analyses, test the validity of the second-order formative structure of corporate brand equity and assess associations between first-order factors, the second-order factor and market share.

Findings

The model identifies three first-order dimensions of corporate brands (presence, outstanding management and responsible) that shape the second-order factor (corporate brand equity). They are directly related, but not proportionally, to market share, contributing to the general and joint assessment of the company’s competitive performance considering the consumer.

Originality/value

To the best of the authors’ knowledge, this study is the first attempt to develop a comprehensive measurement model of corporate brand equity that considers the firm level of analysis, combines metrics from previous research on corporate brand evaluation criteria and includes consumer perceptions of the company’s competitiveness, unifying branding theory with the theory of the marketing firm.

Details

Journal of Modelling in Management, vol. 19 no. 4
Type: Research Article
ISSN: 1746-5664

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Article
Publication date: 6 April 2020

Marcos Inácio Severo de Almeida, Rafael Barreiros Porto and Ricardo Limongi França Coelho

Evolution and stationarity are key time series empirical concepts which need theoretical assessment by extant research. This study presents a model to explain brand sales dynamics…

571

Abstract

Purpose

Evolution and stationarity are key time series empirical concepts which need theoretical assessment by extant research. This study presents a model to explain brand sales dynamics in emerging markets using two dimensions: sales behavior in time (stationary or evolution) and final position (negative, neutral or positive).

Design/methodology/approach

A three-step methodological approach was performed. First, individual brand sales series were classified (stationarity or evolution) after unit root tests. These series were then regressed against a time variable. These two steps enabled a qualitative classification of six proposed positions, ranging from the worst to the best scenario for marketing managers. A final multinomial model identified the marketing effect to these positions.

Findings

Descriptive statistics reveal an insignificant prevalence of stationary sales series and a small number of positive brand sales series (ascending or promising). The multinomial model shows that price is negatively associated to positive brand sales positions, the important effect of service strategies and how product decisions can lead to an avoidance of negative positions.

Research limitations/implications

The model is limited to short time series of a unique transactional dataset from a multinational energy company based in Brazil.

Practical implications

The research provides a rational empirical framework to managers involved with decisions regarding brand sales dynamics in emerging markets.

Originality/value

The approach advance into the development of models to uncover conditions for market evolution and stationarity in a context marked by the shortage of data.

Details

International Journal of Emerging Markets, vol. 15 no. 6
Type: Research Article
ISSN: 1746-8809

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Book part
Publication date: 21 November 2024

Martha Vargas Aguirre

Criminological research, particularly in the Anglo-Saxon academic realm, has extensively examined the sharp increase in incarceration rates since the mid-1970s. Referred to as the…

Abstract

Criminological research, particularly in the Anglo-Saxon academic realm, has extensively examined the sharp increase in incarceration rates since the mid-1970s. Referred to as the “sociologies of the punitive turn” (Carrier, 2010), these studies argue that this surge reflects a sudden and harsh transformation in the logic governing penal practices and discourse. Some findings even suggest that this punitive shift has a global reach, impacting regions like Latin America. This broader narrative prompts an inquiry into whether a similar punitive turn occurred in Ecuador, a South American nation. Examination of prison demographics and legal frameworks in this country reveals a notable increase in incarceration rates during the 1990s, closely linked to drug trafficking control policies led by the United States. Consequently, I suggest that while the influence of neoliberal rationality, characteristic of the punitive turn, is evident, it’s more aptly described as a manifestation of punitive imperialism. Thus, it is imperative to analyze shifts in punishment trends within the framework of imperial dynamics, particularly considering the economic dependency of peripheral countries.

Details

Punishment in Latin America: Explorations from the Margins
Type: Book
ISBN: 978-1-83797-328-6

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Article
Publication date: 5 October 2015

Miguel Ángel Giménez Martínez

– The purpose of this paper is to analyze the circumstances that have conditioned the development of education in Spain from the enlightenment to the present day.

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Abstract

Purpose

The purpose of this paper is to analyze the circumstances that have conditioned the development of education in Spain from the enlightenment to the present day.

Design/methodology/approach

Multidisciplinary scientific approach that combines the interpretation of the legal texts with the revision of the doctrinal and theoretical contributions made on the issue.

Findings

From the beginning of the nineteenth century, the history of education in Spain has been marked by constant fluctuations between the reactionary instincts, principally maintained by the Catholic Church and the conservative social classes, and the progressive experiments, driven by the enlightened and the liberals first, and the republicans and the socialists later. As a consequence of that, the fight for finishing with illiteracy and guaranteeing universal schooling underwent permanent advances and retreats, preventing from an effective modernization of the Spanish educative system. On the one hand, renewal projects promoted by teachers and pedagogues were inevitably criticized by the ecclesiastical hierarchy, obsessed with the idea of preserving the influence of religion on the schools. On the other hand, successive governments were weak in implementing an educational policy which could place Spain at the level of the other European and occidental nations.

Originality/value

At the dawn of the twenty-first century, although the country has overcome a good part of its centuries-old backwardness, increasing economic difficulties and old ideological splits keep hampering the quality of teaching, gripped by neoliberal policies which undermine the right to education for all. The reading of this paper offers various historical clues to understand this process.

Details

History of Education Review, vol. 44 no. 2
Type: Research Article
ISSN: 0819-8691

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