Evaluating the impact of corporate logos towards corporate reputation: a case of Persia and Mexico

Purpose - This paper examines the impact of corporate logos on corporate image and reputation in creating competitive advantage in the context of Persia and Mexico as emerging markets. This paper provides an extensive links between corporate logo and its dimension and internal stakeholders’ attitudes towards advertisement, familiarity, and recognisability as intermediaries to corporate image and reputation. Design/methodology/approach - A qualitative exploratory approach was taken, comprising 12 face-to-face interviews 14 skype in-depth interviews were conducted with graphic designers, design, communication and marketing consultant in Mexico and Persia based on attribution theory. Findings - The study posits that the more favorable the name, color, typeface and design of the company and color, the more favorable the attitude Mexican consumers have towards the corporate logo, corporate image and reputation. However, in comparison for Persia these factors have less effect on customers’ judgment and behavior, towards the corporate logo, corporate image and reputation. The research findings suggest that the selection of color in a corporate logo is related to its marketing objectives, cultural values, desired customer relationship levels with the organisation, and organisation’s corporate communications. Practical implications - Corporate logo should be considered a constructive tool that can be effectively applied to managing the image and reputation of any organization. Moreover we suggest that regional or cultural variants can play an important role while selecting the logos in different cultures. The results are helpful for communication professionals who deal with organization’s corporate identity, branding, and communication, and aim to enhance the consistency of messages both visual and written within their organization Originality/value - Corporate logo has received little attention in marketing literature and barely been researched in emerging market. This is the first research of its kind to find the effect of the compound logo in emerging markets of Persia and Mexico. It thereby adds to the corporate visual identity literature by developing of the sphere of influence of the corporate logo and its antecedents and consequences (corporate image and corporate reputation)

Continuance interaction intention in retailing: relations between customer values, satisfaction, loyalty, and identification

Purpose - Social media as a competitive marketing tool deliver online platforms for retailers to get closer to their consumers/visitors/shoppers through continued interaction. This study scrutinizes how customer values (functional, social, and experimental) enhance satisfaction, loyalty, identification and how such relationships, in turn, impact on user-continuance interaction intention. Design/methodology/approach – A mixed method approach was designed to identify the consumers perception towards high-end retailers of worldwide brands. 12 interviews were conducted with experts in retailing and a survey with 390 respondents. Structural equation modeling/AMOS was employed to gain insight into the various relationships and influences. Findings - To augment user-continuance interaction intention, results indicate that retail managers should focus more on customer-based values when they design marketing strategies for brand pages on social media. The findings also provide guidelines for retail marketing and social media managers to generate consumer value in the retail environment via information quality, product-related learning, and economic benefits (functional value), interaction, collaboration, and social presence (social value), and experiential value (intellectual and effective value). Originality/value - The paper offers critical managerial contributions by presenting a comprehensive picture of the condition in which a favorable brand social media page could be constructed within a brand to satisfy consumers value and achieve satisfaction, loyalty, identification, and continuance interaction intention; all of which are critical objectives for every company. In other words, a clear knowledge of the dimensions of consumer value concepts can assist retail communication managers to improve consumers/visitors/shoppers intention to continue their interaction in a competitive market. The current study is one of the very few emerging research studies to have examined the relationships between consumers/visitors/shoppers functional, values, social values, and experimental values empirically, to have further explored the relationships between the research constructs

Enhancing University Brand Image and Reputation through Customer Value Co-Creation Behaviour

This study examines the causality between university website, customer value co-creation behaviour, university brand image and reputation. Drawing upon a sample of 285 students from a London-based university and using partial least squares structural equation modelling, the findings argue that a university website is critical to generate students’ co-creation behaviour. The research findings confirm the positive impact from website features on customer participation behaviour and customer citizenship behaviour; however, website applications and features have different impacts on the dimensions of customer value cocreation behaviour, i.e. customer participation and citizenship behaviour. This study asserts the pivotal role of students’ value co-creation behaviour in creating and sustaining university brand image and reputation. This research is particularly useful for higher education (HE) institutions, by investigating and investing in their website design they can enhance students’ co-creation behaviour in the context of the increasingly competitive UK HE market. Based upon the findings, this paper offers managerial implementations for decision-makers, brand managers, graphic and web designers who wish to understand the relationship between a website and its outcomes, especially relating to corporate image and reputation

Memorable experience, tourist-destination identification and destination love

Purpose – This paper is aimed to investigate the impact of memorable destination experience and destination attractiveness on tourist-destination identification and destination love. It also investigates the moderating role of gender. Design/methodology/approach – Using the cluster sampling method, the study selected cities of a developing country with the most popular destinations. A questionnaire survey was employed to collect data from a sample of foreign and domestic tourists. To test the research model, a covariance-based structural equation modelling approach was adopted. Findings – According to the results, destination attractiveness and memorable experience had a positive effect on tourist-destination identification. Similarly, tourist-destination identification positively influenced destination love. In addition, destination love impacts the intention to revisit and word-of-mouth. Finally, the results indicate that gender moderates some of these relationships. Originality/value – Understanding what items can create strong bonds between destination and tourist is of great importance. By providing a validated conceptual model that traces the relationship between memorable experience, destination attractiveness, and tourist-destination identification through cognitive, affective, and evaluative dimensions, this study attempts to answer prior calls for examination from the viewpoint of tourism scholars

A framework of place branding, place image, and place reputation: antecedents and moderators

Purpose – This paper develops a framework that links the concepts of place branding, place image, and place reputation. Focusing on the antecedents and outcomes of place branding in the context of an emerging country, namely Iran, the model further examines critical moderation variables. Design/methodology/approach – A qualitative approach was undertaken, comprising face-to-face in-depth interviews with fifteen respondents, involved in communicating about their country for various purposes such as encouraging tourism, promoting exports, and attracting investments. Based on analysis of the qualitative data, a comprehensive framework for place branding was formulated. Findings – Findings indicate that the key indicators of identifying a place brand come under two headings, namely national culture (country’s name, country’s brand, country attributes, social changes, geography and environment, people, culture (history, language, etc.), and infrastructure (security, economic condition, technological advancement, tourism development goals, place marketing and promotional strategy), which influences on the favorability of place branding. In addition, five main moderators of the outcomes of place branding were identified, namely, political perception, social media and news, place awareness, place association, and tourism experience. Practical implications – Effective place branding could help a country attract tourists, visitors, traders, and investors. Place branding should be considered a constructive tool that can be successfully applied to managing a country’s image. Originality/value – Place branding has received little attention in the context of emerging markets. This is the first known study undertaken with a view to understand and develop a place branding model that links with place image and place reputation in an emerging country. The study identifies twelve antecedents of place branding and five important moderators. Findings will help policy makers, country brand managers, and communication professionals more generally who deal with a country’s image and reputation and those involved in improving the tourism industry in Iran

Conceptualizing and managing corporate logo: a qualitative study

Purpose – This paper examines corporate logo as an effective means of communication by synthesizing knowledge from various domains to explore its relationships with corporate image and reputation. Design/methodology/approach – The data were gathered through 7 in-depth interviews with UK communication/design consultancy agencies and experts and 4 focus groups were conducted with a total of 24 people (17 men and 7 women) to encourage a sufficient level of group interaction and discussion on corporate logo. Findings – Findings reveal convergence in views concerning fundamental components of corporate logo among managers, employees, and consumers. The categorization described herein provides a framework to further develop corporate logo in order to advance a favorable corporate image and corporate reputation. Originality/value – This study extends current academic understanding about role of corporate logo in strengthening relationship between corporate image and corporate reputation. Its findings will be valuable for marketing decision-makers and practitioners who are engaged in improving the logo of any company considering perceptions of managers, employees, and consumers about its reputation and image. Implications exist for marketing scholars as well as for general and cross-functional managers involved in managing the company’s corporate visual identity and marketing decision-makers

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

Relationship between corporate identity, place architecture, and identification: an exploratory case study

Purpose – How organizations view, value, and manage their place architecture in relation to identification and corporate identity has received little research attention. The main goal of this paper is to provide an integrative understanding of the relationships between corporate identity, place architecture, and identification from a multi-disciplinary approach. It is assumed that characteristics of the organization and of the way a corporate identity and place architecture are managed will affect employees’ and consumers’ identification. Design/methodology/approach – The paper uses a theory-building case study within the phenomenological/qualitative research tradition. The data were gathered through 15 in-depth interviews with top management who were working at a London-Based Business School. In addition, six focus groups were conducted with a total of 36 academics, and new empirical insights are offered. NVivo software was used to gain insight into the various influences and relationships. Findings – Drawing on one case study, our findings confirm that firms are utilizing the conceptualizations of corporate identity and place architecture, including the leveraging of tangible and intangible forms of consumers’/employees’ identification, towards a university business school. Originality/value – The relationships between corporate identity, place architecture, and identification have received little research attention and have hardly been studied at all from the perspective of this paper. This paper has value to researchers in the fields of marketing, corporate identity, place architecture, design, as well as professionals involved in managing a company’s architecture. Drawing on the marketing/management theory of identity and architecture alignment, managers and policy advisors should devote attention to each element of the corporate identity and place architecture and ensure that they are in meaningful as well as in dynamic alignment

Perceptional components of brand equity: configuring the symmetrical and asymmetrical paths to brand loyalty and brand purchase intention

This research investigates the impact of brand perception on brand loyalty and brand purchase intention using the lenses of complexity theory. First, the study conceptualizes and operationalizes perceptional and behavioral components of brand equity. It then examines the dimensions of brand perception, and by assessing the consequences of favorable brand perception, the study enables a better understanding regarding whether a brand marketing approach helps to improve marketing performance. The research was conducted using a mixed methodology, beginning with interviews in order to gain a better understanding of the relationship between the dimensions of brand perception. These were followed by a questionnaire survey, and the resulting data were analyzed through content analysis and fuzzy-set qualitative comparative analysis (fsQCA). The results indicate that brand awareness, perceived quality, brand association, brand fondness, brand image, and product country image have a strong impact on the management of brand perception. The finding illustrates that it is the combinations of various perceptional elements of brand equity rather than any single factor that have strong impacts on brand loyalty and brand purchasing intention. The results support the importance of brand perception for the fashion industry, which needs to be more interactive in order to increase their customers’ brand loyalty and brand purchasing intention

PROMISING THE DREAM: changing destination image of London through the effect of website place

Drawing on theories of place identity and social identity, this study aims to fill a gap in place identity studies regarding the effect of a place website on the destination image of customers/visitors/tourists. The research addresses three questions: (1) what are the main impacts of tourists’ attitude on place identity and the place website, (2) what are the factors that influence destination image, and (3) what are the main impacts of a favorable destination image? The favorability of a destination image is reflected by the extent to which visitors positively regard that place website. Results reveal the importance of the destination image in enhancing the intention to revisit and recommend. Also, visitors’ satisfaction impacts on their intention to revisit and recommend the place. Significant implications for place managers and researchers are highlighted