Co-creating corporate brand identity with online brand communities: a managerial perspective

Contemporary branding literature views brand identity as socially constructed through complex interactions between multiple stakeholders. Despite extant work on how brand communities and individuals contribute towards brand identity formation, our understanding of management-led processes constituting part of the wider process of a socially constructed brand identity is still under-developed. Drawing on in-depth interviews with senior executives of a luxury automotive company and a netnography of its online brand community, we develop a process model of corporate brand identity co-creation, comprising three management-led processes: ‘nurturing brand passion’, ‘bridging’ corporate brand identity meanings and ‘partnering’, and associated activities through which management contribute to the wider process of corporate brand identity formation with community members and other stakeholders. By highlighting the interlinked and recursive nature of these processes and activities in the resulting model, the study offers a deeper understanding of the ways in which management are involved in co-creating corporate brand identity

Acute Upper Gastro-Intestinal Bleeding in Morocco: What Have Changed?

Objective. In the present study, we aimed to investigate epidemiological, clinical, and etiological characteristics of acute upper gastro-intestinal bleeding. Materials and Methods. This retrospective study was conducted between January 2003 and December 2008. It concerned all cases of acute upper gastroduodenal bleeding benefited from an urgent gastro-intestinal endoscopy in our department in Morocco. Characteristics of patients were evaluated in terms of age, gender, medical history, presenting symptoms, results of rectal and clinical examinations, and endoscopy findings. Results. 1389 cases were registered. As 66% of the patients were male, 34% were female. Mean age was 49. 12% of patients had a history of previous hemorrhage, and 26% had a history of NSAID and aspirin use. Endoscopy was performed in 96%. The gastroduodenal ulcer was the main etiology in 38%, followed by gastritis and duodenitis in 32.5%. Conclusion. AUGIB is still a frequent pathology, threatening patients' life. NSAID and aspirin are still the major risk factors. Their impact due to peptic ulcer remains stable in our country

Ethno-nutraceutical survey of dietary seaweeds used in unconventional therapy in Morocco. An emerging practice for a renovated pharmacopeia

In Morocco, like in many developing countries, people usually tend to turn to unconventional therapies. An ethnophycological survey was realized to inventory seaweeds used in complementary Moroccan medicine. One hundred ninety-one (191) consumers and thirty-one (31) traditional healers were interviewed on seaweed food-related diseases using standardized questionnaires. The survey was conducted in some cities in Morocco. After gathering all the information, the data obtained were analyzed and summarized. The investigation has displayed emerging phycotherapy in Morocco. Consumers' knowledge about seaweeds is complex and various. Yet, most of them are convinced of their nutraceutical benefits for a healthy lifestyle. The healers strongly support the reliability of their recommendations in treating health problems according to what the literature shows. The present study has made a contribution in giving a clear picture of the status quo of dietary seaweeds therapies in Morocco, which is revealed as an emerging practice needed to renovate pharmacopeia. Therefore, it has allowed us to list some seaweeds that haven't been considered in any scientific investigation before, which will be subject afterward to pharmacological tests to prove the claimed uses

Co-creating corporate brand identity with online brand communities: a managerial perspective

Contemporary branding literature views brand identity as socially constructed through complex interactions between multiple stakeholders. Despite extant work on how brand communities and individuals contribute towards brand identity formation, our understanding of management-led processes constituting part of the wider process of a socially constructed brand identity is still under-developed. Drawing on in-depth interviews with senior executives of a luxury automotive company and a netnography of its online brand community, we develop a process model of corporate brand identity co-creation, comprising three management-led processes: ‘nurturing brand passion’, ‘bridging’ corporate brand identity meanings and ‘partnering’, and associated activities through which management contribute to the wider process of corporate brand identity formation with community members and other stakeholders. By highlighting the interlinked and recursive nature of these processes and activities in the resulting model, the study offers a deeper understanding of the ways in which management are involved in co-creating corporate brand identity

Characterization and formulation of a new eco-friendly hydraulic binder based on combination of inorganic and organic admixtures

This work aims to valorize a mineral and natural resources such as the Limestone Fillers (F-Lime) and the Natural Pozzolan (PN) by incorporating them into the formulation matrix of cement or concrete. In order to minimize the CO2 emissions into the atmosphere, to reduce the energy and raw materials consumption and as well as, to improve the physical and mechanical properties in fresh cement paste and of mortar or concrete in the hardened state. In this present manuscript, we substituted the clinker by the combination between the F-Lime and NP at 40% by weight of cement with steps of 5% with the admixture of superplasticizers. The influences of the incorporation of these additions on physical and mechanical properties of mortar or concrete in the fresh cement paste and hardened state were evaluated. The obtained results by different formulations elaborated to show that the replacement a part of clinker by the mixing of F-Lime and PN has produced a new hydraulic binder eco-friendly and durable with improved physicochemical, physical and mechanical properties. These results show that we have succeeded to manufacture, characteristic and formulated of new ecofriendly hydraulic binder and sustainable with improved physical, chemical, and mechanical properties while minimizing greenhouse gas emissions on one hand and the reducing the energy raw materials consumption on the other hand

Co-creating corporate brand identity with online brand communities: a managerial perspective

Contemporary branding literature views brand identity as socially constructed through complex interactions between multiple stakeholders. Despite extant work on how brand communities and individuals contribute towards brand identity formation, our understanding of management-led processes constituting part of the wider process of a socially constructed brand identity is still under-developed. Drawing on in-depth interviews with senior executives of a luxury automotive company and a netnography of its online brand community, we develop a process model of corporate brand identity co-creation, comprising three management-led processes: ‘nurturing brand passion’, ‘bridging’ corporate brand identity meanings and ‘partnering’, and associated activities through which management contribute to the wider process of corporate brand identity formation with community members and other stakeholders. By highlighting the interlinked and recursive nature of these processes and activities in the resulting model, the study offers a deeper understanding of the ways in which management are involved in co-creating corporate brand identity

Characterization and formulation of a new eco-friendly hydraulic binder based on combination of inorganic and organic admixtures

This work aims to valorize a mineral and natural resources such as the Limestone Fillers (F-Lime) and the Natural Pozzolan (PN) by incorporating them into the formulation matrix of cement or concrete. In order to minimize the CO2 emissions into the atmosphere, to reduce the energy and raw materials consumption and as well as, to improve the physical and mechanical properties in fresh cement paste and of mortar or concrete in the hardened state. In this present manuscript, we substituted the clinker by the combination between the F-Lime and NP at 40% by weight of cement with steps of 5% with the admixture of superplasticizers. The influences of the incorporation of these additions on physical and mechanical properties of mortar or concrete in the fresh cement paste and hardened state were evaluated. The obtained results by different formulations elaborated to show that the replacement a part of clinker by the mixing of F-Lime and PN has produced a new hydraulic binder eco-friendly and durable with improved physicochemical, physical and mechanical properties. These results show that we have succeeded to manufacture, characteristic and formulated of new ecofriendly hydraulic binder and sustainable with improved physical, chemical, and mechanical properties while minimizing greenhouse gas emissions on one hand and the reducing the energy raw materials consumption on the other hand