The purpose of this paper is to argue that marketers need to create a relationship between their brand and generation Y consumers through various steps in order to increase brand…
Abstract
Purpose
The purpose of this paper is to argue that marketers need to create a relationship between their brand and generation Y consumers through various steps in order to increase brand loyalty of this notoriously disloyal segment.
Design/methodology/approach
A cohesive review of generation Y consumer literature forms the basis of theoretical propositions and a conceptual model which suggests ways to increase generation Y brand loyalty.
Findings
Findings suggest that existing marketing tools such as integrated marketing communications and branding can be used in new ways to increase the perceived congruence between the generation Y consumer and the brand. This is necessary for creating a relationship with the brand leading to increased brand loyalty.
Practical implications
The paper is important for marketers by indicating key focus areas for influencing brand loyalty of generation Y consumers, and tailoring loyalty programs. In addition, this paper gives marketers insight into how congruency between their brand and generation Y consumers can be created to develop a relationship between the brand and the customer and positively influence brand loyalty.
Originality/value
This paper fills gaps in the literature regarding how to influence brand loyalty from fickle generation Y consumers. Furthermore, the paper highlights the importance of integrated marketing communications theory, branding and celebrity endorsement and how it can be manipulated to increase the perceptions of congruence and build a relationship between the generation Y consumer and the brand, leading to increased brand loyalty.
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Scott Lichtenstein, Edward Badu, De-Graft Owusu-Manu, David John Edwards and Gary D. Holt
The developed world increasingly expects corporations to support the community under the corporate social responsibility (CSR) banner. For developing countries, the situation…
Abstract
Purpose
The developed world increasingly expects corporations to support the community under the corporate social responsibility (CSR) banner. For developing countries, the situation differs and CSR has yet to be fully embraced. This study aims to examine the CSR in the Ghanaian construction industry (GCI).
Design/methodology/approach
A multi-stage methodology employs descriptive statistics, the t-test and χ2-test to analyse survey data.
Findings
Results highlight three broad classifications of CSR project typology: social; infrastructure; and environmental. Ghanaian firms are found more aligned to social/intangible CSR projects than tangible ones.
Research limitations/implications
The study is geographically focussed, but the findings hold relevance to all the developing countries. The findings hold implications for policy making and planning in terms of how Ghanaian communities might integrate corporations within their geographical catchments, to enhance sustainable, local development.
Originality/value
This is the first in a series of CSR research within the Ghanaian context. It holds value for others conducting similar work within the developing world.
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Ali Leylavi Shoushtari, Stefano Mazzoleni and Paolo Dario
This paper aims to propose an innovative kinematic control algorithm for redundant robotic manipulators. The algorithm takes advantage of a bio-inspired approach.
Abstract
Purpose
This paper aims to propose an innovative kinematic control algorithm for redundant robotic manipulators. The algorithm takes advantage of a bio-inspired approach.
Design/methodology/approach
A simplified two-degree-of-freedom model is presented to handle kinematic redundancy in the x-y plane; an extension to three-dimensional tracking tasks is presented as well. A set of sample trajectories was used to evaluate the performances of the proposed algorithm.
Findings
The results from the simulations confirm the continuity and accuracy of generated joint profiles for given end-effector trajectories as well as algorithm robustness, singularity and self-collision avoidance.
Originality/value
This paper shows how to control a redundant robotic arm by applying human upper arm-inspired concept of inter-joint dependency.