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Brand Culture and Identity最新文献

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The Role of Movies/TV Series in Building Country/City/Destination Brands 电影/电视剧在建立国家/城市/目的地品牌中的作用
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-0579-2.CH013
R. P. Şahbaz, A. Bayram
{"title":"The Role of Movies/TV Series in Building Country/City/Destination Brands","authors":"R. P. Şahbaz, A. Bayram","doi":"10.4018/978-1-5225-0579-2.CH013","DOIUrl":"https://doi.org/10.4018/978-1-5225-0579-2.CH013","url":null,"abstract":"TV series and movies which have become one of the most effective media tools, has a fairly determinative power on perceptions, opinions, reactions, and behaviours. The effect of movies and TV series on destination advertising can be appeared as informing, offering a perspective for the spectator, creating an image and directing the image. The places where the film is located in or the places that are told in the film take place relatedly in the spectators' minds. Accordingly, a destination can obtain an image and become a brand by presenting in a film or locating in a film. In that sense, this part is important in terms of analysing the role of TV series and movies on promotion of country and building a destination image, stressing that the power should be used to create an image about the region where is located or told in the film or to change the current image in individuals' minds by destinations efficiently. This part mainly inclines on these points and the subject will be analysed profoundly.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"80 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115376879","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Emotional Branding Through Celebrity Endorsements 通过名人代言打造情感品牌
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-2921-7.CH016
Kopal Agrawal Dhandhnia, S. Tripathi
{"title":"Emotional Branding Through Celebrity Endorsements","authors":"Kopal Agrawal Dhandhnia, S. Tripathi","doi":"10.4018/978-1-5225-2921-7.CH016","DOIUrl":"https://doi.org/10.4018/978-1-5225-2921-7.CH016","url":null,"abstract":"Emotional branding is an effective way to create a long-lasting relationship with the customers. The recent shift in brand strategy is towards gaining an emotional share of consumers and understanding the symbolic, emotional features that generate socio-psychological associations in their minds. Use of celebrities through celebrity advertising can act as effective tools to develop a strong emotive tie with a consumer, which can overtime, culminate into long-term brand equity and an emotional connect with the brand. In this chapter, we develop an understanding of various aspects of celebrity endorsement and explain how these can be used to connect emotionally with consumers. We also illustrate situations where use of celebrities has had a positive effect on emotional branding and where it has failed miserably.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"133 3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125801536","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Mobile Devices and Advertising 移动设备和广告
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-7116-2.ch026
Patrícia Dias, Inês Teixeira-Botelho
{"title":"Mobile Devices and Advertising","authors":"Patrícia Dias, Inês Teixeira-Botelho","doi":"10.4018/978-1-5225-7116-2.ch026","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch026","url":null,"abstract":"This chapter discusses ways of rethinking and reconfiguring advertising models and tools, in order to explore all the potential of mobile devices. The chapter presents a literature review on perceptions and opportunities related to mobile devices and advertising, focusing themes such as branded content, branded apps, advergames, second screening and m-commerce. It also presents results from an exploratory qualitative study conducted in Portugal on perceptions about mobile devices and advertising, based on 4 focus groups with users of mobile devices aged between 18 and 35 years old. The empirical results show that users have negative perceptions and attitudes towards traditional advertising models, such as banners, pop-ups and pre-videos on YouTube. On the contrary, they use some branded apps and value both engagement and community building and providing useful services and information. Thus, opportunities, possibilities, preferences and dislikes were discussed.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"2390 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130539854","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
An Overview of Employer Branding With Special Reference to Indian Organizations 雇主品牌概述，特别以印度组织为例
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-4933-8.CH007
S. Rana, Ravindra Sharma
{"title":"An Overview of Employer Branding With Special Reference to Indian Organizations","authors":"S. Rana, Ravindra Sharma","doi":"10.4018/978-1-5225-4933-8.CH007","DOIUrl":"https://doi.org/10.4018/978-1-5225-4933-8.CH007","url":null,"abstract":"Talent acquisition is the most crucial activity an organization goes through. The reasons for its criticality are not just confined to the cost and time involved in recruiting talent but also matching the right incumbents at the right place and at the right time along with the organizational fit are the most essential factors to deal with. Nowadays, organizations are working in VUCA (volatile, uncertainty, complexity, and ambiguity) environment that seeks a lot in terms of employee performance. Employer branding was initiated by Ambler and Barrow (1990) with an aim to attract and retain the best talent through various activities, and the contemporary research has proven that if branding of the organization is done in an effective manner then it retains the best talent; further, it enhances job engagement and motivation. The present chapter elaborates the concept of employer branding, benefits, and importance of employer branding. Recent surveys and trends of employer branding in Indian organizations have also been discussed.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131087773","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
Building Brands in Emerging Economies 在新兴经济体中打造品牌
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-7116-2.ch018
Sandra Núñez, Raquel Castaño
{"title":"Building Brands in Emerging Economies","authors":"Sandra Núñez, Raquel Castaño","doi":"10.4018/978-1-5225-7116-2.ch018","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch018","url":null,"abstract":"One of the most important goals of brand managers is to build strong, long-lasting brands. The meaning consumers give to brands comes from a dynamic process of interpretation formed in terms of the context in which they are used, the socio-psychological nature of their consumers, and the cultures to which these costumers belong. By acknowledging the importance of understanding how brands can be built in emerging economies, this paper analyzes the case of three brands in three different emerging economies. We highlight how successful firms develop their marketing strategies based on their understanding of the local consumer market they are serving. Ultimately, this paper is intended to provide managerial guidance on the basis of the analysis of brands and consumers in emerging economies.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132214124","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Loving and Hating Brands 爱与恨品牌
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-7116-2.ch021
Sandra Maria Correia Loureiro
{"title":"Loving and Hating Brands","authors":"Sandra Maria Correia Loureiro","doi":"10.4018/978-1-5225-7116-2.ch021","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch021","url":null,"abstract":"Consumers develop relationships with diverse brands regarding brands as partners. Brands are viewed by customers as symbolic meanings and social and cultural value, which is beyond the utilitarian benefits. Therefore, the purpose of this chapter is to explore the research on Consumer-Brand Relationship (CBR) and present a theoretical model of consumer-brand relationship process, giving insights for good and bad relationships. The chapter begins with the origin and evolution of CBR. Then, an overview of main theories and the seminal models are shown. Finally, a model of consumer-brand relationship process through good and bad relationships is proposed, and insights for further research are provided.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"107 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124664559","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Evolution of Brand Culture 品牌文化的演变
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-7116-2.ch005
Sudhir Sharan, S. Prasad
{"title":"Evolution of Brand Culture","authors":"Sudhir Sharan, S. Prasad","doi":"10.4018/978-1-5225-7116-2.ch005","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch005","url":null,"abstract":"This chapter is the result of a deep-seated question in the mind of the authors- What is the essence of a business firm? The search of answer led the authors from insight to insight and at one point it became clear that roots of business success are deep into the world history. Related to realization above and based on the wider knowledge about business was the second question: What single attribute of a business entity contained most of its essence? In other words, when a business is born, what factors impart its unique identity? These questions appeared significant and set the authors to explore title theme, that is, the story of journey through centuries of history. The focus was on two separate forces which become infinitely intriguing when brought together: brand and culture. This chapter is a brief story of the antecedents and consequences of (both qualitative and quantitative) differences in brand culture and its ability to shape the life cycle of specific organization.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121739597","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Clients' Perception, Extent of Adoption, and Level of Satisfaction With Multi-Platform Advertising Media Strategies (MuPAMS) 客户对多平台广告媒体策略(MuPAMS)的认知、采用程度和满意度
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-7116-2.ch024
A. O. Otunla, Oloruntobiloba T. Olatunji
{"title":"Clients' Perception, Extent of Adoption, and Level of Satisfaction With Multi-Platform Advertising Media Strategies (MuPAMS)","authors":"A. O. Otunla, Oloruntobiloba T. Olatunji","doi":"10.4018/978-1-5225-7116-2.ch024","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch024","url":null,"abstract":"Nigeria is becoming a global player in the business economy of Africa. Ibadan comes next to Lagos being the commercial hub of Nigeria; with high concentration of advertising and sales promotion and patronages This study investigates clients' perception, adoption and satisfaction with multi-platform advertising media strategies (MuPAMS) among business organisations in Ibadan, South-Western Nigeria. Ex-post facto research design was adopted, data was gathered using Multi-Platform Advertising Media Adoption Questionnaire (MuPAMAQ) (r = 0.86); and analysed descriptively. Findings revealed that majority of business organisations in Ibadan attached high importance to flier (57.7%), television (47.7%) and social media (47.4%). Thus, best promotion platforms were flier (84.6%) and social media (57.4%). Majority (69.3%) indicated very low satisfaction with the advertising agency services of which only 33.3% made quarterly requests per year. Adoption of multiple advertising platforms was recommended among media practitioners in Nigeria, to provide clients with a wide range of options and alternatives.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"70 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127338639","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Sustainable Brand Personality Traits for Business-to-Business Markets 企业对企业市场的可持续品牌个性特征
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-7116-2.CH029
Fatmanur Avar, Aysu Göçer
{"title":"Sustainable Brand Personality Traits for Business-to-Business Markets","authors":"Fatmanur Avar, Aysu Göçer","doi":"10.4018/978-1-5225-7116-2.CH029","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.CH029","url":null,"abstract":"The impact of globalization and technological advancements on businesses is increasing, making innovation and differentiation essential for survival in competitive markets. Branding is a useful tool for business differentiation, which can be achieved by a strong brand personality. Sustainability, as a strategy integrated with branding, offers the opportunity to gain competitive advantage. Associating sustainability practices with brand personality and integrating them into the brand is important, especially for business-to-business (B2B) brands. However, research on B2B branding is still scarce. Drawing on the tenets of social identity theory, this chapter explains brand personality traits from a sustainability perspective for B2B brands. Based on a series of qualitative and quantitative studies, brand personality traits are identified for B2B markets concerning the environmental, social, and economic pillars of sustainability. This analysis will support B2B managers aiming to promote an image of sustainability for their brands in an increasingly competitive industrial market.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"9 4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125247934","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Employer Branding and Internet Security 雇主品牌和互联网安全
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-2568-4.CH016
E. Matuska, Joanna Grubicka
{"title":"Employer Branding and Internet Security","authors":"E. Matuska, Joanna Grubicka","doi":"10.4018/978-1-5225-2568-4.CH016","DOIUrl":"https://doi.org/10.4018/978-1-5225-2568-4.CH016","url":null,"abstract":"This chapter promotes the concept of employer branding (EB) as special kind of value management being part of strategic human resources management (SHRM) and including elements of cyber security. Employees' and organization's shared values (EVPs) bring opportunity to create common sense of identity, which prevents potentially aversive behavior towards company's reputation. Chapter's background positions EB and EVP in process of SHRM, introduces the view of EB as architectural frame for core organizational values, and describes popular Internet tools of EB. The background is closed by descriptions of common Internet threats, their implications to overall organization's information security, as well as useful Internet security systems. Chapter concludes with recommendations regarding enhancing EB by better controlling company's information security. As a new research area is proposed sub-discipline of cyber security in management, with special dedication to SHRM.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132061029","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
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