Five areas to advance branding theory and practice

The paper suggests five areas to advance branding theory and practice based on the authors’ recent work in brand management. In this commentary, we aim to put forward suggestions and ideas for further research in brand management; ideas, which we believe will have an impact on the way branding is researched and practiced by both academics and practitioners alike. We will focus on the future of branding in the following areas, inspired by our own work in the field: (1) branding in higher education, (2) branding in Asia Pacific, (3) brand ambidexterity, (4) brand innovation on social media, and (5) brand likeability

Antecedents and consequences of market orientation in universities: Literature review and conceptual framework

Recent developments in marketing theory have resulted in the conceptualisation of the market orientation construct in different cultural and industrial settings. However, there is little research investigating the applicability of market orientation in the higher education context. Building on the existing literature on market orientation and higher education marketing, the authors propose a theoretical framework of market orientation from a higher education management perspective. The framework analysis leads to propositions relating to the antecedents and consequences of market oriented universities. On the basis of the formulated propositions, the authors conclude with a discussion of the implications both for academia and practice and further research

What makes Airbnb likeable? Exploring the nexus between service attractiveness, country image, perceived authenticity and experience from a social exchange theory perspective within an emerging economy context

As a result of the growth of the notions of collaborative consumption and sharing economy in the tourism industry, this paper applies social exchange theory to investigate how the Airbnb platform influences the Airbnb experience and authenticity, which might lead consumers to like Airbnb and influence their behavioural patterns. By recruiting 466 tourists who had stayed in Airbnb accommodation in Istanbul, Turkey via travel-related Telegram, Twitter, travel blogs, and Facebook groups, this study revealed the importance of the platform and its features in enhancing service attractiveness, perceived authenticity and experience. Furthermore, the results revealed that visitors’ experiences have an influence on Airbnb likability, where Airbnb likability influences their intention to re-visit and to recommend. Significant implications for tourism planning, management and researchers are highlighted

The consequence of waiters' professional identity on passion for work and its effects on employee turnover: a qualitative approach

Purpose- This study aims to develop a comprehensive understanding of the relationship between waiters’ professional identity and its antecedents such as: extroversion, education, brand standard, identity interferences, authenticity and stigma. “Salience” will be used as a moderator of this relationship, in order to explain the prominence of the stimuli. The consequences of professional identity on passion and turnover intention will be analysed. Design/methodology/approach- This study employed a qualitative methodology, which encompassed 3 focus group discussions (18 participants) and 11 in-depth interviews, (total 29 people). Participants will be based on Michelin starred restaurants in London. Founded on analysis of the qualitative data, the antecedents and consequences of professional identity were formulated. Findings- Findings demonstrate that the main factors of the formation of waiters’ professional identity are: extroversion, education, brand standard, identity interferences, authenticity and stigma, its consequences (passion and turnover intention), and salience as a moderator of this relationship to clarify the relevance of the stimuli. These factors have been demonstrated to have an effect on the formation of professional identity. Practical implications- This study is of significance in encouraging additional explorations for scholars and restaurateurs about the function of work in identity formation in connecting to waiters, and offers more practical resolutions for restaurateurs to develop passion for work and reduce turnover intention among the staff. Originality/value- This study is relevant because the repercussion of perceptions, such as identity and identification for emerging exclusive job roles, is still under-examined in certain conditions. Restaurateurs need to work with and comprehend the quality of the individual framework of waiters in job roles because these have a stimulus on the fundamental interests, such as passion for work and turnover of the waiting workforce. Moreover, within the hospitality industry, there has been a predisposition to focus more on chefs than waiting staff

Rethinking the nexus of TV series/movies and destination image: changing perceptions through sensorial cues and authentic identity of a city

Learning outcomes At the end of this chapter, readers should be able to: - Assess the opportunities for positive destination image formation - Identify opportunities arising from TV series/movies for destination-marketing organizations (DMOs) and policy-makers - Evaluate alternative strategic approaches for destination image formation by implementing TV series/movies, and authentic identity of a city - Identify different stages needed to create a positive destination image leading tourist and potential tourist on positive behavioral outcome

An integrated model of firms' brand likeability: antecedents and consequences

Likeability plays an important role for firms that rely on their brands. However, few studies examine factors influencing customers’ perceptions of likeable firm brands. Adapting a Private Brand model, the current study proposes a model of brand likeability that integrates four key variables measuring customer characteristics, namely: price consciousness, perceived quality, perceived risk and familiarity. Using an online survey to collect data, the study employs partial least square based structural equation modelling for hypothesis testing. Findings reveal that when customers are more familiar with the well-liked brand, they have more confidence in evaluating the quality, reducing perceived risk and price consciousness. In addition, the study highlights an important antecedent to brand likeability perceptions: brand familiarity. Marketers are encouraged to manage brand likeability more systematically to improve customer-brand relationships, brand reputation, and differentiate firms’ brand personality. Not managing likeability creates disliked brands, resulting in customer dissatisfaction and negative word of mouth

Exploring Czechs' and Greeks' mental associations of London: a tourist destination or a place to live in?

Existing literature on multiple place image domains is sparse with a notable lack of research on the extent to which the various images can be separated in the minds of individuals, and potential interrelationships among them. This study seeks to identify commonalities and divergences in the dimensions of image as a tourist destination and as a place to live in, from the outsider perspective, and explore how these two distinct representations of the same place can co-exist in peoples’ mind. Data were collected using 42 semi-structured interviews with Czech and Greek residents. Findings suggest that the two image domains share very similar image dimensions but are clearly differentiated in peoples’ mind as a result of identity salience. Destination image appears also to serve as a platform shaping peoples’ images of a locale as a place to live. The findings provide a comprehensive understanding of the notion of place image and have implications for place marketing

Corporate branding, identity, image and reputation: current and future trends, developments and challenges [Editorial]

Editoria

An investigation of the uses of corporate reputation: a managerial perspective in the Taiwanese pharmaceutical industry

Purpose (mandatory) The present study develops a conceptual model that examines the underlying mechanisms of the link between the uses of corporate reputation and brand image strategy, from the corporate communication perspective. The study incorporates three kinds of uses of corporate reputation: value creation, strategic resources and corporate communication. Design/methodology/approach (mandatory) Using a qualitative approach, in-depth interviews were conducted with top executives in the pharmaceutical industry in Taiwan to investigate the effects of the uses of corporate reputation on brand image strategy from the managerial perspective. Findings (mandatory) Findings provide richness into forming the basis for developing a framework of the uses of reputation, with implications for managers and academics alike. The qualitative findings generally showed that three dimensions of the uses of corporate reputation (i.e. value creation, strategic resources and corporate communication) are applicable to managers’ brand image strategy implementation. For the Taiwanese pharmaceutical industry, the research highlights that value creation herein pertains to the value created for the firm, as (a) cost/sacrifice value, (b) symbolic/expressive value, and (c) experience/hedonic value. Originality/value (mandatory) Reputation is one of the most important concerns for pharmaceutical firms, as it develops and builds trust with key stakeholders. However, in the pharmaceutical industry context, the application and uses of corporate reputation is little researched. A need exists for research that examines the effects of the uses of corporate reputation at the firm level. This study fills this important gap in developing a conceptual framework for the uses of corporate reputation in the pharmaceutical industry. In addition, most studies on the uses of corporate reputation in pharmaceuticals are in the contexts of Western countries, thus, limiting the generalisablility. Taiwan is the context for the present study