Applying brand management to higher education through the use of the Brand Flux Model™– the case of Arcadia University.

Within an increasingly more competitive landscape, Higher Education Institutions (HEIs) are becoming more marketized and promotionalized. Brand building is becoming a strategic administrative goal, yet clear brand management models are lacking. This paper utilizes the Brand Flux Model™ to assist in tracking the fluxing nature or historical patterns of branding practices, and provides a graphic representation for following changes in branding or changes in position that result in either Reinforcing an existing brand, or Revitalizing, Refocusing, Renaming, or Retiring a brand. Through a case analysis of an HEI that eventually underwent a radical renaming, the various phases of the Brand Flux Model™ are explored and the critical aspect of ongoing brand management efforts is reinforced. The paper also highlights why periodic brand audits are necessary to ascertain that what the institution believes it is promoting and projecting is consistent with the actual brand image held by stakeholders, and suggests that benchmarking brand management efforts and correlating them with the stage and actions of the Brand Flux Model™ can assist in understanding branding as a growth platform for service organizations. For practitioners, this study provides a model to assist in brand management and renaming scenarios, and offers insight into channels for optimal corporate strategy. It demonstrates that making changes in branding or changes in position in order to Revitalize, Refocus (rebrand and reposition) or even Rename a brand, and then Reinforce those decisions, is critical to maintaining brand health

The Influence of Geolocated Mobile Coupons on Customer Behavior

Despite the growing interest in mobile advertising targeting smartphones' users from a business perspective, academic research is still scarce regarding the implementation of mobile coupons and their redemption in retail stores, especially when integrating the location dimension. This study is addressing the needs for new insights about customers' attitudes, considering the technological and social evolution of the use of smartphones. This article explores how product and retail managers can offer mobile coupon opportunities to increase coupon redemption among potential customers using smartphones, and potentially concerned with privacy issues. Through the theory of planned behavior, this study finds that geolocation is a relevant variable in mobile advertising for a conversion rate optimization. The results suggest that geolocation has a positive impact on behavioral intention and increases the likelihood of coupon redemption. \textcopyright 2021, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited

Do I know you? How brand familiarity and perceived fit affect consumers' attitudes towards brands placed in movies

The present study uses Associative Network Theory to construct a model that explains effects of brand placement in movies. Based on a field experiment (n = 167), we investigate the effects of plot connection and prominence on brand attitude, as well as the mediating role of brand-movie fit and the moderating role of brand familiarity. Results show that more closely connecting a brand to the plot of a movie positively impacts brand attitude by increasing the perceived fit between the brand and the movie. Brand familiarity moderates the effect of the interaction between a placement's plot connection and prominence on brand attitude. When brand familiarity is high, there is no significant effect of plot connection on brand attitude, nor is this effect moderated by the prominence of the placement. However, when brand familiarity is low, both prominently and subtly connecting the brand to the plot of the movie positively influences brand attitude. More importantly, the effect of plot connection is significantly stronger when an unfamiliar brand is prominently placed, than when it is subtly placed