1,720,958 research outputs found
Reshaping the boundaries of marketing communication to bond with consumers
No full textBrands have been traditionally built focusing on continuity and mass media exposure controlled by marketers with the aim of pursuing linear contacts with target markets that could benefit brands. Linearity typically translated into a brand communication approach
characterized by a one-to-many message exchange and targeting, which was designed according to a unilateral communication logic (Schultz, Block, and Raman 2012). On that logic rested the classic marketing concept that was built on market control relying on deskdefined market scenario and competitive analysis, segmentation, targeting, positioning and marketing tactics implementation (i.e., the 4Ps).
This kind of market approach cannot work anymore. We currently live in a fuzzy world which is always in turmoil and whose pace of innovation and change is increasingly fast and disruptive. Consumers are eager to cocreate and self-produce meaningful contents, whether iconic, audio-visual, textual, to relate to their brands and companies.Hence, marketing communication strategies are currently expected to define a common experiential frame reflecting companies’ and consumers’ sensitivities, consistent with and inspired by their subjectivities, which can be translated into relational touchpoints between brands and consumers that are meaningful to encourage consumer identification, that are lively to host and nurture consumer participation and that provide a context that boosts consumer interaction and sharing with each other and with the brand
Advancing a Citizenship Approach to Corporate Branding: A Societal View
No full textCitizenship approach to corporate branding challenges the corporate brand to evolve from being a self-referential corporate asset embodying a company-centred attitude, toward being an asset that is socially inspired and that in the essence of its promise expresses the citizenship status of the corporation in society. In this article, we name this view of corporate branding (CB) as “societal CB.” By societal CB we refer to the humanistic tension of a company to use the corporate brand as an enabler of social discourses and actions through which the company, in enacting its cor- porate citizenship (CC), carries out quasi-governmental interventions in favor of society. The aim is to elaborate the view of the corporate brand as a relational asset nurtured by business and society encounters, by elucidating the conceptual seeds that pave the way to societal CB, to then illustrate and critically discuss anecdotes of quasi-governmental actions carried out by companies in their CB efforts. In doing that, we attempt to open an arena for debate on societal CB as a contemporary humanistic expression of CC. We conceive this contribution as an incubator of ideas for the advancement of CC through the societal CB view
Beyond negative liberties: the role of the brand as value facilitator
No full textSo far value co-creation literature has been devoting much of its attention to explore and frame the primary role of customers as ultimate value co-creators, neglecting to adequately acknowledge the new role of the firm as value enabler. The latest supremacy of customers as empirical focus leaves then open the following question: what is the role of the firm in value co-creation (Grönroos, 2008)? In the current society the role of the firm seems to be regulated mainly by “negative liberties” (Berlin, 1969) that represent non-action imperatives or imposed impediments to do something: “do not control, do not take over, do not over-speak, do not show off, do not intrude, do not annoy”, just to mention some. We argue that in order to better understand the role of the brand in value co-creation, positive actions need to be uncovered beyond negative liberties to recognize the potential of the firm as value facilitator (Veloutsou, 2009). More concretely we contend that the actions performed by the brand in order to enable value co-creation by customers need to be empirically explored and identified in order to advance our understanding of value co-creation process in an actionable way (Grönroos, 2011).
This paper interpretively investigates how brand decision-makers conceive and represent through the narratives of their branding practices the role of the brand in facilitating the encounter and the interaction with customers to encourage the process of value co-creation
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
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
Dispelling the Myths Behind First-author Citation Counts
Full text linkWe conducted a full-scale evaluative citation analysis study of scholars in the XML research field to explore just how different from each other author rankings resulting from different citation counting methods actually are, and to demonstrate the capability of emerging data and tools on the Web in supporting more realistic citation counting methods. Our results contest some common arguments for the continued
use of first-author citation counts in the evaluation of scholars, such as high correlations between author rankings by first-author citation counts and other citation
counting methods, and high costs of using more realistic citation counting methods that are not well-supported by the ISI databases. It is argued that increasingly available digital full text research papers make it possible for citation analysis studies to go beyond what the ISI databases have directly supported and to employ more
sophisticated methods
koamabayili/VECTRON-author-checklist: VECTRON author checklist
No full textWe have done our best to complete the author checklist relating to the use of animals in the hut study. Note that the objective for the hut study was to evaluate the IRS treatment applications for residual efficacy against Anopheles mosquitoes, including the local An. coluzzii mosquito population. Cows were only used to attract mosquitoes into the huts and no tests were carried out directly on the cows. The author checklist is intended for use with studies where experiments are carried out on animals, which is why we have had such difficulty in completing this for the hut study, as many of the questions do not relate to how the cows were used
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