1,721,320 research outputs found
Developing consumer-based service brand equity (CBSBE): An airline industry perspective / Md Moniruzzaman Sarker
No full textThe competitive challenges facing airline companies such as consolidation, merger, acquisition and passengers’ dynamic buying behaviour require sound branding strategies that may help organisations survive and thrive effectively. Although contemporary brand equity models have been acknowledged and tested in the service branding context, they are not quite adaptable to the airline sector. A critical review of the literature also confirms that earlier models are more appropriate for product-dominant brands, as they ignore the crucial roles of direct service experience, which is the nucleus of service organisations. Besides, the two essential elements of brand asset (i.e., brand consistency and perceived value) are disregarded in previous service branding model. Therefore, using airline service as the basis, this research aims at proposing and examining an alternative service branding theory known as consumer-based service brand equity (CBSBE) model which takes into consideration the direct service experience, brand consistency and perceived value along with existing components such as brand awareness, brand meaning and brand equity.
Using the survey research methodology, data were collected via a structured questionnaire, through: 1) airport intercept from international airline passengers in Kuala Lumpur International Airport (KLIA); and 2) online platforms such as WhatsApp, WeChat, Facebook messenger and email. A total of 652 usable responses were gathered and analysed. Using the partial least squares structural equation modelling (PLS-SEM) techniques, the results indicate that airline service direct experience and brand consistency are highly important aspects for strengthening brand equity components of services. Subsequently, maximizing perceived value, followed by creating favourable brand meaning are the nucleus of branding services. The rather feeble influence of brand awareness in creating positive SBE may suggest that consumer experience-based assessment through perceived value and brand meaning is more powerful than brand awareness in eliciting a positive differential response of SBE. Overall, the theoretical conceptualisation and empirical evidences of this study affirm that the proposed CBSBE model is valid in explaining branding strategy of the airline industry.
The research yields theoretical, methodological and practical implications. From a theoretical standpoint, the inclusion of brand consistency and perceived value in suggesting an alternative service branding framework called the CBSBE model enhances the depth of service branding theory. Theoretically, building an airline brand depends very much on high perceived value and favourable brand meaning, which are invincibly materialised by airline service direct experience and brand consistency. Also, the adoption of quantitative methods in operationalising the model in airline service setting provides some methodological contributions. As a higher-order formative construct, airline service direct experience offers a comprehensive understanding by integrating five essential dimensions - in-flight-core service, employee service, interaction with other passengers, purchase decision experience and airport service experience. The study further argues that the generalisability of the CBSBE model would be achieved if direct service experience components are tailored to a specific service setting. Finally, for the airline brand/marketing manager, this research offers crucial insights in designing airline branding strategy. In-flight-core service and employee service are the most critical aspects of airline service; whereas airport service experience, interaction with other passengers and purchase decision experience are the integral parts of airline service direct experience. Thus, maximising value, creating favourable meaning and managing consistency in delivering an enjoyable airline service (i.e., brand consistency) through direct service encounters will mitigate managerial and marketing difficulties when building a strong airline brand
sj-docx-1-smo-10.1177_20503121221095966 – Supplemental material for Child-sensitive water, sanitation, and hygiene composite score and its association with child nutritional outcomes in St. Martin’s Island, Bangladesh
No full textSupplemental material, sj-docx-1-smo-10.1177_20503121221095966 for Child-sensitive water, sanitation, and hygiene composite score and its association with child nutritional outcomes in St. Martin’s Island, Bangladesh by Ahmed Jubayer, Md. Hafizul Islam and Md. Moniruzzaman Nayan in SAGE Open Medicine</p
sj-docx-2-smo-10.1177_20503121221095966 – Supplemental material for Child-sensitive water, sanitation, and hygiene composite score and its association with child nutritional outcomes in St. Martin’s Island, Bangladesh
No full textSupplemental material, sj-docx-2-smo-10.1177_20503121221095966 for Child-sensitive water, sanitation, and hygiene composite score and its association with child nutritional outcomes in St. Martin’s Island, Bangladesh by Ahmed Jubayer, Md. Hafizul Islam and Md. Moniruzzaman Nayan in SAGE Open Medicine</p
Digital Marketing Plan for Oy Vaasan Vihannes
Get PDFThe aim of the thesis was to formulate a digital marketing plan for the Oy Vaasan Vihannes from a business-to-business perspective. The thesis's main objective was to discover what type of digital marketing tools to acquire more B2B customers and increase sales. The final goal was to develop a digital marketing plan for Oy Vaasan Vihannes and give recommendations on how to implement digital marketing tools.
The literature review covered all the aspects such as digital marketing strategy and tools from a business-to-business perspective. The author also analyzed Oy Vaasan Vihannes's current digital marketing situation. It was essential to analyze the current digital marketing situation of the case company. The qualitative research method was used in the thesis, and semi-structured interviews were conducted with the participants. The theory from the literature review and its current digital marketing situation offered ideas to form the interview's open-ended questions.
Ultimately, the results demonstrate that the case company should make a website with good quality content, as content marketing is a useful tool in this current era. SEO also plays a vital role in website optimization, and the ranking of the website can also be enhanced. Furthermore, social media platforms were found indispensable in boosting the B2B customers for Oy Vaasan Vihannes
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe 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
Religion, society and gendered-politics in central Asia: a comparative analysis
No full textWomen political participation is understood to be a part of civic rights
but their participation is hindered by various factors. Numerous researchers
have claimed that Islam as a religion, Muslim social culture and tradition
inhibit women from political participation in Muslim societies. However, there
are a number of Muslim majority countries where women occupy the highest
public offices and head ministries. How can this contradiction be explained.
This article examines women political participation in Central Asian Muslim
republics by looking at socioeconomic, parliamentary representation and
informal participation factors. The study argues that socioeconomic factors in
the republics still do not allow much liberal public space for women to take
part in politicshowever, in terms of parliamentary representation the republics
maintains a record that sometimes are better off than many mature democracies.
In terms of informal participation the region records better visibility of women
in politics
Variations on the Author
Get PDF“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
Get PDFWe 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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