1,721,058 research outputs found
Rethinking the nexus of TV series/movies and destination image: changing perceptions through sensorial cues and authentic identity of a city
No full textConsidering film-induced industry has an undeniable effect on place branding, this chapter aims to give a broader perspective to the formation of destination image through visual media, TV serials and films, where it leads tourist to have positive behavioural outcomes and contribute to the phenomenon by adding new insights such as the authentic identity of a city and sensorial cues of TV serials/movies such as visual and audial cues. The proposed structure of the highlighted relations is developed through the scrutiny of the literature by given the theoretical basis as well as the exemplary cases from the practitioners. By looking the given concepts, this chapter aims to contribute to the knowledge on the film-induced industry, as well as add new perspectives to the debates on the potential inclusion of TV series and city-oriented films into tourism investments in DMO’s and policy-makers
Promising the dream: the changing destination image of London through the effect of website place
No full textThe current study is primarily concerned with extending the current knowledge about place identity by developing a comprehensive model, revolving around on website, image, satisfaction, intention to (re)visit and recommend within the marketing discipline. In recent decades, destination image has been acknowledged as a significant aspect of enhancing tourism and destination marketing. In a context of such relentless competition between countries and their tourism industries, having a favourable website place about a specific destination carries a strategic power, which strengthens the tourism industry and influences destination image. Perceived as being at the forefront of change in the world, the UK has attracted the world’s attention and accounted for 2.9% of global arrivals in 2015. Based on UNWTO international tourist arrivals, UK ranked eighth and was in sixth place in the international tourism earnings league (down from fifth in 2014) behind the USA, China, Spain, France and Thailand according to UNWTO figures.By examining the conceptual model which has been designed based on previous studies, this study challenges the claims for place identity as a key element of destination image, contending that attitudes towards websites can influence visitors’ motivation and intention to (re)visit or recommend the place. Despite the significance of and the attention on the relationship between place identity and destination image, little systematic research has examined the effect of the attitude towards website place on consumer evaluations of the destination image. This study aims to addresses a number of research gaps noted in the literature about the role of place branding and destination image from visitors or potential visitors’ perspective. This study adopts a mix-method research design – a predominantly quantitative approach, is supported by insights from an exploratory phase encompassing in-depth interviews and focus groups discussions. The key contribution stemming from this research is a multi-disciplinary foundation for place identity to provide a holistic perspective of the domain in place branding/image/identity/destination literature. It is hoped that future research will build on the research findings so that further avenues can be explored
Design, Branding and Marketing: Experience and Value Creation in Design, Branding, Marketing, Corporate Reputation and Identity
No full textNation Branding: Issues, Insights and Impacts
Full text linkWe are honoured to present this special issue of Corporate Reputation Review devoted to the increasingly studied field of nation branding. This special issue is intended to contribute to the ongoing production of high-quality academic research in the nation branding domain. It is interesting to note that several emerging issues have been investigated by researchers in this field. The notion of nation brand personality has been examined by three papers published in this issue. Aspects of co-branding, indigenous identity and country image have also emerged as areas of interests by academics around the world. In this special issue, we have also unfolded insights and impacts into areas such as, lead- ership, mega-events, government compe- tences, tourism and media
The use of corporate reputation in the development of brand image strategy in the Taiwanese pharmaceutical industry
No full textThis thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.This doctoral research aims to investigate the reputation building process of companies and to examine the applicability of western-developed theories about the uses of corporate reputation in a non-western context. It is the first study that synthesises three theories (value creation, strategic resources and corporate communication) to examine the strategic consequences of the uses of corporate reputation.
Corporate reputation is an attribute or a set of attributes ascribed to a firm and inferred from the firm’s past actions. It is the belief of market participants about a firm’s strategic character (Weigelt and Camerer, 1988). Also, corporate reputation is the public’s cumulative judgement of a firm over time (Roberts and Dowling, 2002).
The review of theoretical literature indicates the uses of corporate reputation by business organizations can be theorized along six dominant paradigmatic perspectives: 1-public relations; 2-marketing; 3-management, 4-economic; 5-sociological; 6-finance and accounting. The uses of corporate reputation in these six paradigms are comprehensively discussed. The objective of this study is to establish the use of corporate reputation in the development of brand image strategy. A review of the uses of the concept of corporate reputation is discussed in detail in chapter 2.
The review of the literature also identified a research gap by showing that scarce research has been conducted on how these three main functions (value creation, strategic resources and corporate communication) affect a company’s brand positioning strategy. The following research question thus is proposed: How do (Taiwanese pharmaceutical) companies use their corporate reputation to develop a brand image strategy?
The research hypotheses based on three theories (value-based theory, resource-based theory and integrated marketing communication theory) appear in Chapter 3. The research question is constructed theoretically, and then a conceptual model, which begins with three antecedents of corporate reputation and simultaneously illustrates the outcomes of their use, are discussed.
The construct of the uses of corporate reputation has three dimensions: value creation, strategic resources and corporate communication. Each of these three dimensions includes several items. The items were proposed based on the previous researchers’ summaries and the qualitative interview. The researcher will then depict the proposed research conceptual framework and a number of hypotheses that will be further investigated and tested.
Then the quantative study was completed by providing the data analysis and the results were explained. A multi-stage procedure was involved in this research. First, data examination and screening to prepare for subsequent quantitative analyses and then the descriptive statistics were presented. Second, a reliability test was performed on measurement scales to ensure that they achieve an acceptable level of reliability for further analysis. The resulting solutions were then re-assessed using confirmatory factor analysis. Finally, PLS (Partial Least Squares) was used to test the hypothesized relationships between the research constructs as postulated in the conceptual model, and to assess the overall goodness-of-fit between the proposed model and the collected data set.
The researcher then discusses the validation of the measurement model and the research findings. The findings are then further discussed in terms of the contribution to marketing theory and relevance to marketing managers. Then the items of adapted scales were subjected to several rounds of adjustments and were finally found to possess acceptable measurement properties. Reliability and construct validity tests indicated that all scales satisfied widely accepted criteria such as the minimum reliability of 0.7. The results of scale purification will be discussed. And an evaluation of the research hypotheses and their significance are summarized, the findings of all hypotheses testing will be reviewed and compared with previous research.
According to the research findings, the hypotheses that value creation, as one dimension of corporate reputation, has a positive impact on brand segmentation, brand differentiation and brand positioning are all accepted. The hypotheses that strategic resource, as one dimension of corporate reputation, has a positive impact on brand segmentation and brand differentiation are rejected. However, the hypothesis that strategic resource, as one dimension of corporate reputation, has a positive impact on brand positioning is accepted. The hypotheses that corporate communication, as one dimension of corporate reputation, has a positive impact on brand segmentation and brand differentiation are both accepted. The hypothesis that corporate communication, as one dimension of corporate reputation, has a positive impact on brand positioning is partially supported. Finally, the hypothesis that the (see in Table 5.18) moderating effect of price policy on corporate reputation has a positive impact on brand image strategy is partially but negatively supported.
This thesis makes a significant contribution to the study of corporate reputation of firms in the Taiwanese pharmaceutical industry from the robustness of the qualitative and quantitative data collection
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
Brand identification: A theory-based construct for conceptualizing links between corporate branding, identity and communications
No full textAn investigation into export market orientation in UK universities from the international marketing managers’ perspective: A mixed-method approach
No full textThis thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.Recent developments in the theories of export marketing have resulted in the conceptualisation of export market orientation in the manufacturing industry. However, little research investigating the concept of export market orientation in the higher education context exists, despite the importance of the export market in shaping the direction of the marketing of higher education. Building on the existing literature on export marketing and higher education marketing, this research offers a conceptualisation of export market orientation in universities and its antecedents and consequences from a managerial perspective.
A mixed-method research design was adopted, consisting of two main phases. The first phase involved conducting key informant interviews with the international marketing managers of UK universities. Together with the literature review, an analysis of the key themes led to the development of research hypotheses and an operational model. The model was tested in the second phase with a survey directed at the international marketing managers of different UK universities. Partial Least Squares structural equation modelling was used to analyse the survey responses. The structural model showed a good fit with the data and good convergent, discriminant and nomological validity and reliability stability.
This research is the first to formulate and develop the concepts of export market orientation and export performance in the higher education context. The outcome of this research adds new perspectives to the growing body of higher education marketing literature, and suggests directions for future research. This research also offers important implications for management bodies in universities, academia and public policy-makers alike
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
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