Branding and the risk management imperative

In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as tools for risk management, they need to understand four types of brand risk: brand reputation risk, brand dilution risk, brand cannibalization risk and brand stretch risk. Risk management is not a natural act for brand managers trained in astute execution of the 4 Ps, and contemporary market factors make this more challenging still. With an increasingly polarized society, it is almost impossible for brands to remain untouched by ideologies. In addition, the growth in digital advertising gives brand managers less control over advertising placement and context, and the mandate to keep growing adds executional risk. The more exposed a brand is to brand risk, the more attention this topic will need in the boardroom. To shift a company’s marketing philosophy toward risk, it is important to define marketing competences in a broader way, to be self-critical and to be proactive.Published versio

Food reputation and food preferences:Application of the Food Reputation Map (FRM) in Italy, USA, and China

Given the food challenges that society is facing, we draw upon recent developments in the study of how food reputation affects food preferences and food choices, providing here a starting standard point for measuring every aspect of food reputation in different cultural contexts across the world. Specifically, while previous attempts focused either on specific aspects of food or on measures of food features validated in one language only, the present research validates the Food Reputation Map (FRM) in Italian, English and Chinese over 2,250 participants worldwide. Here we successfully measure food reputation across 23 specific indicators, further grouped into six synthetic indicators of food reputation. Critically, results show that: (a) the specific measurement tool of food reputation can vary across cultural contexts, and that (b) people's reputation of food products or categories changes significantly across different cultural contexts. Therefore, in order to understand people's food preferences and consumption, it is important to take into account the repertoire of cultural differences that underlies the contexts of analysis: the three context-specific versions of the FRM presented here effectively deal with this issue and provide reliable context-specific insights on stakeholders' interests, perspectives, attitudes and behaviors related to food perceptions, assessment, and consumption, which can be effectively leveraged to foster food sustainability

Food Reputation and Food Preferences: Application of the Food Reputation Map (FRM) in Italy, USA, and China

Given the food challenges that society is facing, we draw upon recent developments in the study of how food reputation affects food preferences and food choices, providing here a starting standard point for measuring every aspect of food reputation in different cultural contexts across the world. Specifically, while previous attempts focused either on specific aspects of food or on measures of food features validated in one language only, the present research validates the Food Reputation Map (FRM) in Italian, English and Chinese over 2,250 participants worldwide. Here we successfully measure food reputation across 23 specific indicators, further grouped into six synthetic indicators of food reputation. Critically, results show that: (a) the specific measurement tool of food reputation can vary across cultural contexts, and that (b) people's reputation of food products or categories changes significantly across different cultural contexts. Therefore, in order to understand people's food preferences and consumption, it is important to take into account the repertoire of cultural differences that underlies the contexts of analysis: the three context-specific versions of the FRM presented here effectively deal with this issue and provide reliable context-specific insights on stakeholders' interests, perspectives, attitudes and behaviors related to food perceptions, assessment, and consumption, which can be effectively leveraged to foster food sustainability

Understanding Personal Online Reputation Management: A Grounded Theory Study

In our digital and hyperconnected society, social networking sites such as Facebook or Instagram facilitated information sharing in the Web and it becomes an integral part of many people’s daily life. Consequently, the amount of personal data available online is significantly increasing and concurrently, it is easy to find personal data in the Web. As a result of availability and uncomplicated retrieval of published personal data, creating comprehensive online profiles becomes effortless and also eases the derivation of implicit information for various purposes. Such information forms an online reputation and is used to make a judgment about a person (Farmer & Glass 2010). Although first studies show that individuals perceive their online reputation as important (Komisarjevsky 2012), their endeavor to manage their online reputation is on a low level (Brackenbury & Wong 2012; Madden & Smith 2010). In order to understand why individuals consider their online reputation as important but do not take action to manage it we conducted a grounded theory based on 22 qualitative interviews with digital natives to reveal the underlying motivation. Thereby, we contribute a new facet to the general understanding of online reputation management, its obstacles, and explanations for the lack of motivation

Situational and Dispositional Determinants of Intentional Deceiving

Does opportunity make the thief or are people dispositionally prone to deceive? The interaction between personality and the circumstances surrounding deception is crucial to understand what promotes dishonesty in our society. Due to its inherent spontaneity and sociality, deceptive behaviour may be hardly reproducible in experimental settings. We developed a novel paradigm in the form of an interactive game where participants can choose whether to lie to another person in situations of loss vs. gain, and of no-reputation-risk vs. reputation-risk linked to the disclosure of their deceptive behaviour to others. Thus, our ecological paradigm allowed subjects to spontaneously decide when to lie and face the challenge of deceiving others. In the case of loss, participants lied to reverse the outcome in their favour. Deception was lower in the reputation-risk condition where personality traits concerning social interactions also played an important role

Reputation and Trust in Sharing Economy Platforms: The Case of Traity

The concept of reputation is assiduously used in various fields such as communication, public relations, advertising, marketing and management. The convergence between the rise of new technologies linked to corporate communication has favoured the birth of what has been called online reputation. Thus, unprecedented behaviours have been generated that are establishing new social forms and even some authors speak of a new economy of reputation where society would be highly connected through networks and organizations that would operate in an ecosystem of permanent influence from the interest groups. With this premise, Traity arises the project that we analyzed in our research and that raises a reputational score that takes advantage of the fingerprint information to reproduce online trust as we understand it in the physical world, but without trying to reduce its people into a percentage, a number or some stars.Ciencias de la Comunicació

Credit Where Credit is Due: Looking Back at The Junior Archeological Society of Baton Rouge, 1958-1976

The Junior Archaeological Society of Baton Rouge, which operated from 1958 through 1976, afforded middle- and high school-aged students the opportunity to learn about anthropology, history, and a wide range of other topics. The Society (headed by J. Ashley Sibley, Jr.) also excavated at Native American sites in Louisiana and Mississippi – for the perceived “unprofessionalism” with which they proceeded, they have received considerable scrutiny from the Southeastern archaeological community. My goal, from the project’s outset, was to understand the Society’s archaeological endeavors (particularly as they centered around Smith Creek site in Wilkinson County, Mississippi). In order to do this, I chose to employ interviews with former members and archival materials. I came to understand that, far from being haphazardly-digging bugs, JAS members excavated meticulously, scientifically, and sparingly. Moreover, Sibley placed a great deal of emphasis on education and leadership. In this thesis, I explore the work, play, and continuing positive impact of the Society – hopefully, in the process, I also chip away at the poor reputation with which the Society been saddled

A Numerical Approach for Assigning a Reputation to Users of an IoT Framework

AbstractNowadays, in the Internet of Things (IoT) society, the massive use of technological devices available to the people makes possible to collect a lot of data describing tastes, choices and behaviours related to the users of services and tools. These information can be rearranged and interpreted in order to obtain a rating (i.e., evaluation) of the subjects (i.e., users) interacting with specific objects (i.e., items). Generally, reputation systems are widely used to provide ratings to products, services, companies, digital contents and people. Here, we focus on this issue, adopting a Collaborative Reputation System (CRS) to evaluate the visitors' behaviour in a real cultural event. The results obtained, compared with those obtained by other methods (i.e., classification), have confirmed the reliability and the usefulness of CRSes for deeply understand dynamics related to visiting styles

How Public Relations Perceived (SWOT Model Analysis)

ABSTRACT   Purpose: This paper aims to understand the challenge of Public Relations, to face the society perception/reputation towards Public Relations. By understanding what is the SWOT of Public Relations when they play their role among society. Design/Methodology Approach: This paper will be a literature review of some source of scientific writing which the writer will elaborate 8 published journals related to the issue this paper talks about. Finding: Visible aspects such as appearance of PR practitioner, Educational background and communication skill is more considered on developing countries’ public. On the other hand invisible aspects such as strategic-thinking skills, analyzing and listening skills are merely needed on developed countries’ public perceptions. Research Limitations: Due to literature review process, the writer cannot directly provides a premier data about the related phenomena, yet the writer only serve data and findings that the previous published journals have found. Therefore, the writer will generated information from those journals to encompass the reader towards better understanding on PR’s reputation on both PR Practitioners and Public’s opinion. Practical Implications: This writing will help PR in the future to forecast their SWOT and optimize their Strength, minimize their Weakness, Seeking for the best Opportunity and encounter Threats as PR Practitioners. Value/Originality: Will enriched the insights of how PR perceives and how PR should do to deal with the challenges.  Keywords: Public Relations, Communication, Reputation, SWOT Model, Gender Paper Type: Literature Revie