Enhancing Brand Equity Through Sustainability: Waste Recycling

Unlike many existing research studies that explain reverse marketing from a purchasing perspective, this study recognizes it as an honest effort made by managers aiming to promote sustainability by purposefully managing waste and discusses the spillover effect of their initiatives on brand equity. It argues that efficient recycling of products through reverse marketing by a brand demonstrates its sincere intent to adopt sustainable business practices and enhances its equity in the marketplace. A business-to-business viewpoint has been used to combine knowledge about waste recycling and management through reverse marketing based on the unpretentious operations and management practices. The propositions reflect on the criticality of engaging business customer firms in a procedural mechanism of recycling for increase in brand equity as the success of reverse marketing. A comprehensive adoption of an initiative like waste management through reverse marketing by a brand highlights how sustainability initiatives can create value for the customers of the brand and ultimately drive brand equity

A relational insight of brand personification in business-to-business markets

Customers find it difficult to differentiate between competing products based on their functional aspects. The shortening life cycle of products due to quick adoption of technological innovations by competitors makes it difficult for them to identify products based on specifications. The contemporary academic literature related to relationship marketing and brand management is passionate about customer and consumer psychology but little attention has been given to the brand selection criteria of resellers as business customers of the brand. This paper combines branding and relationship marketing as two broad functions of marketing. The paper argues upon the role of human representatives of the brand as brand personified in managing these two functions of marketing in business-to-business markets. The proposal of the paper is to use human representatives as a tool for the execution of relationship marketing and branding strategies. The objective behind using human representatives is to maximize the mindshare of resellers towards the brand and create value for them beyond products and service

Far apart yet close by: Social media and acculturation among international students in the UK

This paper investigates international students' acculturation, an important aspect for universities to consider when they try to develop a positive loyal customer relationship with international students. The paper presents the influences of social media usage on international students' acculturation process in both psychological and behavioural aspects, and whether international students' acculturation predicts students' academic achievement, perceived value and university loyalty. Self-identification is examined for its moderating effect between social media usage and Chinese international students' acculturation. This study collected samples from Chinese international students studying in UK universities. The results find that Chinese international students' psychological acculturation to the host culture has no significant relationship with their academic achievement, but their strong self-identification can help with their host culture acculturation. This study makes contributions in current acculturation research and managerial practice for universities which target international markets

How do entrepreneurs learn and engage in an online community-of-practice? A case study approach

This paper investigates the ways in which entrepreneurs use communities of practice (CoPs) to express themselves, using narrative theory and rhetorical analysis, to gain insight into an electronic social network medium, namely, YoungEntrepreneur.com. In particular, the study focuses on CoPs themes, including why entrepreneurs engage in CoPs, what role the moderators and resident entrepreneurs can play in managing online CoPs, on communication rituals of the knowledge sharing through interactivity, and on ‘how to develop an intervention’ to maintain and stimulate entrepreneurs for engaging in an online community. Findings reveal that the topic title plays a major role in attracting people. Successful topics with successful conclusions (in terms of the original query that was answered) will not necessarily get high responses and vice versa. It is observed that the domain expert does not play a big role in keeping the discussion going. Finally, the study also discovered that entrepreneurs like to communicate in a story telling genre. A comprehensive set of engagement measurement tools are introduced to effectively measure the engagement in a virtual CoP, along with a classification to define and categorise discourse of messages in terms of content and context, which allow practitioners to understand the effectiveness of a social networking site

Knowledge sharing by entrepreneurs in a virtual community of practice (VCoP)

PurposeThis paper examines how entrepreneurs engage in a Virtual Community of Practice (VCoP) to share knowledge. Intensity of engagement is taken as a proxy to measure the strength of knowledge sharing.Design/methodology/approachThe archival data spanning over a three-year period from ‘Start-up-Nation©’ (a VCoP purposefully setup for entrepreneurs) is used for analysis. A set of indices are introduced to measure participants’ intensity of engagement in terms of message length, message frequency and reciprocity in the knowledge sharing process. Content analysis is employed to test a sample of ‘highly engaged’, ‘moderately engaged’, ‘low engaged’ and ‘not engaged’ discussion topics as part of the on-line discourse.FindingsWe find that entrepreneurs normally use short (fewer than 100 words) or medium (fewer than 250 words) message size to contribute to the discussions. In addition, we find that senior members and discussion moderators play important roles in igniting the ‘reciprocity’ behaviour in stimulating the interest of the community with the topic discussion. We also findthat highly engaged topics usually lead to further discussion threads.Originality/valueThis is the first study of its kind to explore how entrepreneurs engage in a VCoP to share their knowledge and experiences. The set of measurement indices tested here provide a tool for the owner, designer and moderator of the VCoP to measure the utility of their website in terms of its members’ participation. In addition, the set of textual and subjective interventions identified here enable the moderator (administrator) of a VCoP to design effective interventions to facilitate on-line discourse and augment the knowledge sharing process amongst its community members

Coping with Coping:International migrants’ experiences of the Covid-19 lockdown in the UK

Globally, policymakers have overlooked the challenges faced by international migrants in host countries during the Covid-19 pandemic. The policies and support systems designed by host governments highlight the lack of social justice and raise concerns for scholarly attention. Considering the experiences of international migrants living in the UK during the Covid-19 lockdown from the theoretical perspective of coping, this interpretivist study investigates international migrants’ coping strategies adopted during the first UK national lockdown. Data collected from 60 Chinese, Italian and Iranian migrants using semi-structured interviews during the lockdown period were analysed thematically using NVivo. The findings show that migrants adopted multi-layered and multi-phase coping strategies. To cope with the anxiety and uncertainties caused by the pandemic, they initiated new practices informed by both home and host institution logics. Nevertheless, the hostile context's responses provoked unexpected new worries and triggered the adoption of additional and compromising practices. The paper illustrates how coping became paradoxical because migrants had to cope with the hostile reactions that their initial coping strategies provoked in the host environment. By introducing the new concept of coping with coping, this paper extends previous theoretical debate and leads to several managerial implications for governments and policymakers.</p

Conceptualizing corporate identity in a dynamic environment

Purpose – The study revisits the meaning of Corporate Identity (CI) in practice to identify its key dimensions and the interrelationships between them, and to provide insights on how to operationalize the construct. Design/methodology/approach – This study is based on a comprehensive literature review and qualitative research consisting of 22 semi-structured interviews with senior managers from 11 UK-leading companies, and three in-depth interviews with corporate brand consultants who worked closely with these firms in cognate areas. Findings – The study identifies six key dimensions of CI in UK industry: communication, visual identity, behavior, organizational culture, stakeholder management, and founder value-based leadership. Research limitations/implications – The focus on UK leading companies limits the generalizability of the results. Further studies should be conducted in other sectors and country settings to examine the relationships identified in the current study. Originality/value – This study identifies the salient dimensions of CI and, for the first time, the role of founder transformational leadership, employee identification and top management behavioral leadership as key dimensions and sub-dimensions of CI. The study also provides novel insights about the measurements for these dimensions. Additionally, this study introduces a model for the interrelationships between CI dimensions and their influence on corporate image, based on rigorous theoretical underpinnings, which lays the foundation for future empirical testing

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