1,721,140 research outputs found
Corporate Design:What Makes a Favourable University Logo?
No full textThis chapter examines the university logo as an effective means of corporate design by developing knowledge from a multidisciplinary approach to explore its relationships with its antecedents and its consequences. A qualitative exploratory approach was taken, comprising 12 in-depth interviews with key informants involved in the implementation of corporate visual identity and seven focus groups (22 women and 17 men) with internal-stakeholders of three London-based-universities in UK to encourage a sufficient level of group interaction and discussion on university logos. Findings reveal convergence in views concerning the main components of a university logo (name, colour, design/graphic, and typeface). Also, the classification offers the key antecedents (university’s identity and strategy) and its consequences (integrated marketing communication, image, reputation/trust creation, engagement, commitment, and loyalty). The results will be valuable for marketing decision-makers and branding, communication professionals who are engaged in improving visual identity considering perceptions of managers, employees, and students about their image and loyalty
What's in a university logo? Building commitment in higher education
No full textAchieving commitment can be challenging for the service industry, particularly for universities. If these service organizations can align and convey that their identity or image is beneficial toward their stakeholders, commitment is achievable. The present article examines a specific form of brand identity and image, namely brand logo benefit, and establishes that self-congruence is the driver of 'brand logo benefit' and that brand logo benefit positively influences commitment. Drawing on the self-concept theory, the study develops and empirically tests a conceptual model using survey data collected from 478 students in Indonesia. The study demonstrates that self-congruence (actual or ideal) affects the perceived brand logo benefit and brand logo benefit positively affects commitment. In addition, brand logo benefit partially mediates the link between self-congruence and commitment. Results indicate that actual self-congruence is a slightly better predictor of brand logo benefit compared with ideal self-congruence. Interestingly, ideal self-congruence is a slightly better predictor of commitment. Discussions and implications are provided.</p
The impact of brand logo identification and brand logo benefit on Indonesian consumers' relationship quality
No full textPurpose - The purpose of this paper is to examine the relationships between brand logo identification and brand logo benefit on Indonesian consumers' relationship quality. Design/methodology/approach - This study utilizes survey data in Indonesia and structural equation modeling. In total, 282 participants responded to the survey. Findings - Brand logo benefit predicts all three relationship quality constructs, whereas brand logo identification only predicts satisfaction and trust. Out of the two, brand logo benefit is a better predictor of satisfaction, trust, and commitment. Originality/value - This is a first empirical study to examine brand logo identification and brand logo benefit on Indonesian consumer's relationship quality. In addition, this is the first study to investigate the link between brand logo benefit with satisfaction and trust.</p
The targeted and non-targeted framework: differential impact of marketing tactics on customer perceptions
No full textThis research provides insights into how targeted and non-targeted customers perceive firms’ marketing tactics. Important implications exist regarding how targeted and non-targeted customers perceive the influence of marketing tactics and, accordingly, how firms handle them. A multiple-phased study approach involved exploratory interviews, pilot tests and the main survey, which employed a self-administered questionnaire. As a stage one research, initial results offer a perspective on how marketers can maintain and enhance the two key customer groups in a unified framework. Targeted customers respond more strongly to service quality and communication, whereas price is more important to non-targeted customers. It is hoped that the study may serve as a framework for future studies to contribute to the literatures on customer management and, in particular, on how marketers should manage targeted and non-targeted customers with their tactics. Identifying the different perceptions of targeted and non-targeted customers should help marketers develop more effective segmentation and customer relationship management strategie
Collaboration between East and West: influence of consumer dialectical self on attitude towards co-brand personality traits
No full textPurpose: With rising globalization, Western and Eastern brands are increasingly collaborating and co-branding. Drawing on the theory of dialectical self that captures the degree of cognitive tendency to tolerate conflicts, inconsistencies and ambiguities in self-concept, this paper investigates the effect of consumer dialectical self on co-branding that encompasses Western and East Asian cultural brand personality traits. Design/methodology/approach: Two studies were conducted using Chinese participants to examine the effects of the dialectical self on co-brand evaluation under single-and dual-personality conditions and to explore the mediating role of ideal social self-congruence and the moderating role of product type (high vs low conspicuous). Findings: The findings suggest that counterintuitive to the received wisdom, the dialectical self negatively influences one's attitude towards a co-brand in the dual-personality condition only. Further, ideal social self-congruence mediates the relationship between the dialectical self and dual-personality co-brand evaluation in the high conspicuous product condition only. Practical implications: Important implications are offered to international marketing managers for managing the dialectical self that lead to positive co-brand evaluations. Moreover, managers should highlight ideal social self-congruence for co-branding success for particular product types. Originality/value: This paper examines co-branding from a novel perspective of consumer dialectical self and shows the pivotal role it plays when brands carry varying cultural traits engage in co-branding. By identifying the role of the dialectical self and the important mediator and moderator, the paper fulfils an important gap in co-branding literature and offers key implications.</p
Conclusion to Strategic Brand Management in Higher Education
No full textThis chapter examines the university logo as an effective means of corporate design by developing knowledge from a multidisciplinary approach to explore its relationships with its antecedents and its consequences. A qualitative exploratory approach was taken, comprising 12 in-depth interviews with key informants involved in the implementation of corporate visual identity and seven focus groups (22 women and 17 men) with internal-stakeholders of three London-based-universities in UK to encourage a sufficient level of group interaction and discussion on university logos. Findings reveal convergence in views concerning the main components of a university logo (name, colour, design/graphic, and typeface). Also, the classification offers the key antecedents (university’s identity and strategy) and its consequences (integrated marketing communication, image, reputation/trust creation, engagement, commitment, and loyalty). The results will be valuable for marketing decision-makers and branding, communication professionals who are engaged in improving visual identity considering perceptions of managers, employees, and students about their image and loyalty
Reverse teaching: exploring student perceptions of “flip teaching”
No full textThe concept of reverse teaching, considered by some as the education model of the future due to increasing technological availability in the classroom, has received great attention in education research lately. However, the focus of these studies has mainly been on the understanding of reverse teaching in terms of its application rather than exploring the students’ perceptions of reverse teaching itself. This study explores the students’ perceptions of reverse teaching. Based on 28 in-depth interviews, this study submits a conceptualization of reverse teaching from the students’ point-of-view. The concept of reverse teaching constitutes three dimensions, expanding our knowledge of the construct. The study posits a crucial link between preparation, interaction, outcomes, and the understanding of reverse teaching. Guidelines are proposed for reverse teaching, extending existing literatures, with insights and implications for educators
A Framework of Brand Strategy and the “Glocalization” Approach
No full textIndonesia is one of the stars among emerging market countries. As these markets are growing, Indonesia stands out for having a very diverse culture (i.e. ranked 6th within Asia for ethnic fractionalization and cultural diversity score). In this chapter, we develop a branding strategy framework to successfully operate in such market since a successful strategy in one country may not be applicable in another country. A brand thus needs to understand the glocal approach. Reviewing extant literature and focusing on Indonesia as the international market setting, this chapter offers several contributions: First, it identifies challenges that companies face in building a strong international brand. Second, it offers a framework of brand strategy that is prominent in order to build and/or strengthen brand in a culturally diverse market. To successfully develop a brand in such market, three important factors need attention:(1) glocalization, (2) consumer-brand relationships, and (3) societal marketing.</p
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The dark side of CRM: advantaged and disadvantaged customers
Full text linkPurpose – CRM treats various profiles of customers or individual customers differently, purposively favoring certain customers while deliberately disadvantaging others. This research aims to provide insights into how advantaged (favored) and (non-favored) disadvantaged customers perceive fairness in retailers’ marketing tactics.
Design/methodology/approach – A multiple study approach has been adopted, influenced by a three-stage process, which involved exploratory interviews, pilot tests, and the main survey.
Findings – The results have provided marketers with a perspective on maintaining and enhancing relationships. Service and marketing communications concern the advantaged customers most, while pricing is the most important aspect for the disadvantaged customers.
Practical implications – In terms of handling customers, there are important implications from recognizing how those who are favored and those who are not so advantaged perceive their treatment. Failure to appreciate the pitfalls for visibly treating certain customers more favorably and others demonstrably less so, will have stark consequences for retail management and consumer marketing.
Originality/value – Contributions are made to the literatures on CRM and on unfairness, particularly in terms of how to address the inevitable inequities inherent in retailers’ CRM offerings. Identification of the advantaged and disadvantaged customers and their respective views allows marketers to develop more appropriate approaches for handling customers who are sensitive to perceived unfairness
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