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

Place/Nation branding and marketing: rethinking synergies and relations [Editorial]

Editoria

The value of region of origin, producer and protected designation of origin label for visitors and locals: the case of Fontina cheese in Italy

Purpose: Food and tourism have a very close relation and food can be considered an essential tourism resource. This research is focused on the analysis of consumers’ and tourists’ food buying behaviours. The aim of this paper is to understand the value that can be generated by linking a typical food product to the region of origin/producer/certification. In particular, we tested the hypothesis that these elements (region of origin, producer and certification) have a different weight for consumers living in different places. Moreover, the research aims at segmenting typical food product consumers, to enable producers and tourism operators to achieve communication goals effectively. Methodology: The paper is based on an empirical survey of locals and visitors that considers the case of Fontina cheese, a typical Italian cheese. Findings: The research reveals that the origin of the product is, generally, more valued than protected designation of origin (PDO) certification. The perceived value of these attributes is then found to vary according to the distance between the region of origin of the product and consumers’ residence. In particular, the importance of PDO certification for consumers increases with increasing distance from the region of origin of Fontina cheese. PDO is thus valued more by tourists than by locals. Originality/value: The analysis supports and builds on previous studies on the importance of PDO certification (Bruwer and Johnson 2010; Dimara and Skuras 2005). Importantly, this work contributes by eliciting consumers’ preferences for PDO according to territorial differences. Copyright © 2014 John Wiley & Sons, Ltd

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

Investigating the uses of corporate reputation and its effects on brand segmentation, brand differentiation and brand positioning: evidence from the Taiwanese pharmaceutical industry

This study advances current knowledge on building a brand strategy that includes corporate reputation. It employs three theories – value creation, strategic resources and corporate communication – to study the uses of corporate reputation and its effect on brand segmentation, brand differentiation and brand positioning. In the context of the Taiwanese pharmaceutical industry, a sequential mixed method approach is applied and data are analyzed using PLS SEM. Findings demonstrate the relative impacts of three uses of corporate reputation (value creation, strategic resources and corporate communication) on brand image strategy (brand segmentation, brand differentiation and brand positioning) and the implications are evaluated. This study discovers that the inclusion of medicine prices is necessary and that it negatively moderates the impact of the overall uses of corporate reputation on overall brand image strategy. This research contributes empirically as one of the few that tests reputation-and-branding-building models outside the USA and Europe

Towards a theoretical framework on sensorial place brand identity

Purpose: This paper proposes a new framework on sensorial place brand identity. Design/Methodology/Approach: This conceptual paper draws from sensory marketing and brand identity theories to propose an integrative model to develop sensorial place brand identity. Findings: By relying on a broad spectrum of literature the study supports the notion that sensorial place brand identity is a bottom-up approach to branding that involves several enactment stakeholders and key influences as co-creators in the process of delivering sensory place branding messages based on a strong and unique place brand identity. This leads to the presentation of a provisional framework linking sensorial place identity, experiencescapes and multisensory place brand image. Originality/Value: This novel approach to place brand identity follows a holistic approach by considering several enactment stakeholders and key influencers as co-creators in the process of branding a place through the senses

Introduction to the special issue of the 3rd international colloquium on design, branding and marketing

Following the inaugural 1st International Colloquium on Global Design and Marketing that took place in 2011, the organisers wrote that ‘Notwithstanding the centrality of design to the practical world of marketing, …empirical studies of design issues are rare in marketing journals’ (Melewar, Dennis and Kent, 2014, p2241 citing (e.g.) Bloch, 2011; and Luchs & Swan, 2011). Since then, iterations of the Colloquium with associated journal special issues and books have been addressing this issue and developing the new sub-discipline of design | branding | marketing. This special issue of the Journal of Retailing and Consumer Services contains a set of four articles that were selected after several rounds of evaluations and were presented during the 3rd International Colloquium on Design, Branding and Marketing. The symposium was hosted by Bournemouth University from 5 to 6 April 2017. The articles cover topics that deal with retail design, retail strategy, and adoption of innovation and retail education, while contributing to the theoretical perspectives of design, branding and marketing

Guest editorial [Branding and place branding management: theory, research, and practice]

Branding and place branding management: theory, research, and practice Corporate and place branding are art and science. This Branding and Place Branding Management: Theory, Research, and Practice special issue has two sections: 1. branding and brand management; and 2. place branding

Cues adopted by consumers in examining corporate website favorability: an empirical study of financial institutions in the UK and Russia

The purpose of this paper is to explore, reconcile and depict corporate website favorability (CWF), its antecedents and consequences in the financial setting in the UK and Russia context. To achieve the goals of this study, the research adopted a mixed method research design by using a survey, which is supported by insights from in-depth interviews and focus group discussions. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and Structural equation modeling (SEM) were applied to gain insight into the various influences and relationships. The paper develops and empirically validates the framework of CWF antecedents and consequences. The paper indicates essential guidance for cross-functional managers and designers regarding the integrated and holistic utilization of building favorable corporate websites as part of the corporate identity management. The paper adds to the understanding of CWF and discusses the antecedents of CWF by drawing upon the existing literature. Furthermore, it offers possible consequences of CWF and provides a framework for future testing