1,720,965 research outputs found
World`s Most Valuable Brand Resonation With Categories of Different Customer Needs
Full text linkVIKSNE, Kaspars, BORMANE, Santa, FENG, Haidong. World`s Most Valuable Brand Resonation With Categories of Different Customer Needs. CSIE Working Papers Series. September 2017, issue 6, pp. 35-42. ISSN 2537-6187.One of the key performance indicators of brand success is its value. Brand value is an outcome of brand`s performance in market, and is largely depended from brand`s ability to satisfy certain customer needs. For the greatest success in the world`s market brand should resonate its ability to satisfy some of customer`s most universal needs. In this paper authors strives to find out which of the needs world`s most successful brands are resonating with. Therefore paper goal is to is to determine what customer needs world`s most valuable brands are primarily satisfying. First part of paper authors briefly evaluate Maslow theory of needs. In second part of paper authors identify main challenges of brand valuation, and briefly describe today`s most valuable brands. In third part of paper authors analyzes if resonating certain human need in brand makes it to be more valuable. In last part of paper authors summarizes the main findings and gives recommendations for better marketing practices to other brands whose owners have high market ambitions. In order to attain the paper`s goal, authors will use following research methods: Comparative analysis for comparing brands in different brand rankings; Content analysis for determining what need satisfaction brand advertisements resonate; Data analysis for quantify the results gathered from content analysis;
The role of integrated marketing communication for sustainable development in food production
Full text linkThe decrease in food production output, the suspension of production, and the decrease in product demand have influenced the operation of producers and their communication with customers in 2020. This brings to the forefront the producer's role in the use of IMC for sustainable development in Latvia. The purpose of the survey of leading specialists at Latvian food producers was to find out their opinion on the trends of development and a sustainable use of IMC in business. The object of the research: IMC for sustainable development. The subject: IMC for sustainable marketing at Latvian food producers. The study uses monographic, quantitative, qualitative methods – interviews of leading specialists of producers. It represents a follow-up to the author's previous studies in the food retail industry where she researched food retail chains and conducted a survey of buyers. She developed a conceptual model of IMC for sustainable business development and found that each sector has peculiarities in product selling, service provision, etc., yet there are also common trends that apply to all industries. The author urges further market research, covering producers. The results show some trends: 1) the motivation to use IMC for sustainable development has grown due to the increased use of technologies; 2) extended periods of sedentarism have exacerbated the problem of overweight in society and given rise to demand for healthy ecological products, including natural ingredients in production; 3) the risk of employee illness and the reorganization of production has contributed to the use of digital marketing.publishersversionPeer reviewe
TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING
Full text linkNowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decisions. The object of the research is integrated marketing communications. The subject of the research is the influence of integrated marketing communication upon buyers’ buying decisions. The research makes use of the results of studies conducted by the author in 2017 and 2018. There was a survey of leading marketing specialists of Latvian food retail chains and a survey of randomly selected buyers with a sample of 1,003 respondents to find out the influence of integrated marketing communications upon the buyers’ buying decisions. The research brings conclusions regarding the consumption habits of different generations and other factors influencing buying decisions. The research confirmed the hypothesis that integrated marketing communications in the context of digital marketing is a relatively little used type of communication in the marketing communication strategy of businesses, yet its use facilitates consumer loyalty. The results of the research are of both theoretical and practical value.
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
INTEGRATED MARKETING COMMUNICATIONS IN SUSTAINABLE BUSINESS
Full text linkBusiness sustainability hinges on authorities’ action, cooperation and willingness to protect nature and natural resources, but they also have to meet the economic needs and cultivate the economic opportunities, whilst also satisfying the social needs and building a fair relationship among the different social groups. One of the ways to develop a sustainable business is integrated marketing communications. When using integrated marketing communications, businesses – notably food producers and retailers – need to focus on the education of consumers, the ecological performance and impact of products on the environment and human health, thus contributing to a sustainable development of Latvia’s economy overall. The aim of the research is to evaluate the prospects of development of Latvian food retail chains through the use of integrated marketing communication tools for sustainable business. The following scientific research methods are used in the research study: analytical, comparative, graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, the subject being Latvian food retail chains, with leading specialists from all Latvian food retail chains surveyed. The research confirmed the hypothesis of the positive influence of the use of IMC tools for sustainability upon demand at Latvian food retail chains, its contribution to the formation of public opinion on the importance of preservation of the environment, the enhancement of consumer awareness, the promotion of corporate social responsibility for consumer health, ecological products overall, and the role and contribution of a green economy to a sustainable development of the national economy as a whole. The author has defined IMC for sustainability, developed and classified IMC tools for sustainability, and drawn up an IMC model for sustainability. The results of the research are of both theoretical and practical value.
Price as an Integrated Marketing Communications Tool in Promoting the Consumption of Sustainable Products
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Integrated Marketing Communication at Latvian Food Retail Chains in the Context of Sustainable Development
No full textPromocijas darbā pētīta integrētā mārketinga komunikācija ilgtspējīgas attīstības kontekstā - tās loma un nozīme, ietekme uz pieprasījumu, pircēju rīcību tirgū, pircēju pirkšanas lēmumiem. Identificēti pircēju pirkšanas lēmumus ietekmējošie kompleksie faktori ilgtspējīgas attīstības kontekstā, kā arī izstrādāts integrētā mārketinga komunikācijas konceptuālais modelis ilgtspējīgai attīstībai, kas pielietojams uzņēmumiem praktiskajā darbā un komunikācijā ar sabiedrību vides saglabāšanas, sociālās atbildības un ekonomikas attīstības kontekstā. Izstrādātais modelis izmantojams arī pētniekiem, lai tā sakarības pielāgotu un novērtētu citu nozaru uzņēmumu praktiskā darba pilnveidē. Latvijā līdz šim nav apkopoti integrētā mārketinga komunikācijas instrumenti izmantošanai ilgtspējīgas attīstības kontekstā, veikta to klasifikācija, pētīta integrētā mārketinga komunikācijas ilgtspējīgai attīstībai ietekme uz Latvijas pārtikas mazumtirdzniecības veikalu ķēžu pircēju pirkšanas lēmumiem ilgtspējīgas attīstības kontekstā. Atslēgvārdi: ilgtspēja, ilgtspējīga attīstība, mārketings ilgtspējīgai attīstībai, integrētā mārketinga komunikācija ilgtspējīgai attīstībai, integrētā mārketinga komunikācijas instrumenti ilgtspējīgai attīstībai, integrētā mārketinga komunikācijas procesa modelis, pircēju rīcība tirgū, pircēju pirkšanas lēmumi.The doctoral thesis researches integrated marketing communication in the context of sustainable development – its role and importance, effect upon demand, consumers’ buying decisions. The complex factors of influence upon consumers’ buying decisions in the context of sustainable development have been identified and a conceptual model of integrated marketing communication for sustainable development has been worked out for use by businesses in practical work and public communication in the context of environmental conservation, social responsibility and economic development. The model may also be used by researchers to adapt and assess its correlations in order to improve the practical operation of businesses of other industries. In Latvia there has been neither classification of integrated marketing communication tools for use in the context of sustainable development nor research of the influence of integrated marketing communication for sustainable development upon consumers’ buying decisions at Latvian food retail chains in the context of sustainable development done so far. Keywords: sustainability, sustainable development, marketing for sustainable development, integrated marketing communication for sustainable development, integrated marketing communication tools for sustainable development, model of integrated marketing communication process, buyers’ market behaviour, buyers’ buying decisions
Variations on the Author
Full text link“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Full text linkWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
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