Transfer of brand knowledge in business-to-business markets: A qualitative study

This is the author's accepted manuscript (under the provisional title "Transfer of brand knowlede in business-to-business markets by brand when personified as a human: A qualitative study"). The final published article is available from the link below. This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here (http://bura.brunel.ac.uk/handle/2438/8377). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.Purpose – This paper presents the approach of a one-to-one relationship for branding in business-to-business markets. With qualitative evidence, the paper seeks to clarify the links between branding, relationship marketing and purchase intention of resellers and to discuss the contribution of brand personified as brand representatives to the brand knowledge of resellers. The aim of this paper is to understand how this transfer of knowledge by brand personified as representatives of the brand is reflected in the selection process of brand for resale by resellers. Design/methodology/approach – The theory is used to develop a testable model. Information from the field was gathered through 12 in-depth interviews of brand managers of international IT brands. These interviews helped to give a deeper insight into the topic and contributed to the categorization of different themes to be developed into constructs. Components that emerged from the interviews were from different disciplines and were useful in making linkages between these disciplines. Findings – Interviewees associated the role of brand personified (as brand representative) as a conduit between brand and resellers. Given the findings, brand when personified as a human can be used to manage reseller relationships in a business-to-business network. The brand personified with its metaphorical properties enables the resellers not only to clearly understand brand-related information but also to make positive evaluations about the brand. Empirical research would be helpful to establish the indicators of brand personification and to enhance the understanding of the concept. Practical implications – The study will be useful for senior managers of brands operating in competitive and complex business-to-business networks. It will enable them to use the categories and components to ensure that their brand is the preferred brand for resellers operating in the network. Originality/value – The approach will be helpful in linking different functions of the organization to measure the contribution made by employees representing the brand to resellers in competitive markets by imparting knowledge about the brand to resellers

Embedding knowledge and value of a brand into sustainability for differentiation

This is the post-print version of the final paper published in the Journal of World Business (under the provisional title "Embedding sustainability into brand knowledge and brand value for brand differentiation"). The published article is available from the link below. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. Copyright @ 2012 Elsevier B.V.Organisations offer products to consumers, buyers often question if the product or its production process are linked to the environmental, social or economic challenges being faced by mankind. Inquisitiveness of customers in this direction points towards an opportunity for marketers to create differentiation based on the concerns of brand towards overall issue of sustainability. The authors have synthesized knowledge from various domains with a positivistic approach to understand sustainability from the perspective of branding. Using empirical knowledge this study recommends embedding sustainability into brand knowledge and brand value for creating a differentiation for the brand in a competitive market

Influence of innovation capability and customer experience on reputation and loyalty

This research employs complexity theory to understand the effect of innovation capability and customer experience on reputation and loyalty. In addition, it aims to investigate the contribution of consumer demographics to such relationships. To this end, this paper recognizes effective and intellectual experiences as key elements of customer experience to propose a conceptual framework with research propositions. To examine the research propositions, this study used confirmatory factor analysis (CFA) and fuzzy set qualitative comparative analysis (fsQCA) using a sample of 606 consumers of international retail brands. The findings contribute to academic literature on innovation, customer and brand management. It also provides guidelines for managers to create customer value by deploying technical innovation capability (new services, service operations and technology) and non-technical innovation capability (management, sales, and marketing) together in a retail environment. Furthermore, it reflects on the linkage between the consumer shopping experience and firm reputation and loyalty

Internal branding in universities and the lessons learnt from the past: the significance of employee brand support and transformational leadership

The paper reviews the literature on the concept of internal branding and its effects in the service sector in general, as well as in UK universities. In addition, the concept of employee brand support is reviewed, discussing the influence of leadership characteristics on internal branding in universities. Employee brand support is a crucial element to successful internal branding activities. A great concern is that the knowledge of internal branding and employee brand support in higher education institutions is based on knowledge imported from the business sector, and more practices should thus be adapted and implemented. It is found that transformation leadership, despite being little researched in the internal branding context, remains the pivotal element to the successful implementation of internal branding, as transformational leadership provides space for intellectual stimulation and consideration of individuals that are present at universities. Potential future research areas for internal branding studies are identified and discussed

Brand innovation and social media: knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability

The study examines the relationships between knowledge acquisition from social media, two forms of market orientation (proactive and reactive), social media strategic capability, and brand innovation strategy in the context of China’s online technology industry. Analysis of 357 online technology ventures, created during the past 6 years, suggests that brand innovation is affected by both knowledge acquisition from social media and market orientation. Social media strategic capability positively affects brand innovation and acts as a moderator between knowledge acquisition, market orientation, and brand innovation. It further enhances both types of market orientations in achieving brand innovation, suggesting that on social media, a customer’s needs, both expressed and latent (or unexpressed), can be identified more comprehensively than that of the traditional setting. Hence, the context of social media provides a different set of rules for competition and strategic behavior, which online technology ventures should note. Implications are useful to improve the current understanding of social media brand innovation strategy, here in China’s dynamic social media scene

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

The moderating influences on the relationship of corporate reputation with its antecedents and consequences: a meta-analytic review

Through a meta-analytical approach, we test the antecedents and consequences of corporate reputation, examining specifically the moderating roles of three study variables: country of study, stakeholder group, and reputational measure. The study presents a comprehensive overviewof threemoderating factors for the relationship of corporate reputation with its antecedents and consequences in the literature from 101 quantitative studies. Our findings suggest that practitioners need to exercise considerable caution when developing and managing the reputation of their organizations through the use of research evidence from various countries, with different stakeholder groups and when employing diverse reputational measures

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

The establishment of industrial branding through dyadic logistics partnership success (LPS): The case of the Malaysian automotive and logistics industry

Logistics partnerships across dyadic and triadic relationship networks have been the basis of extensive research in the extant literature. It is well understood that competitive advantage within logistics and distribution and within supply chains are driven by value-adding aspects of not only the core competencies of each tier in the network, but also via tangential supporting factors. It is also well understood that there is a strong relationship between logistics and distribution and marketing functions, particularly in product-based organisations. In addition to deepening our understanding of how successful partnerships throughout the source-make-deliver continuum can be optimised, this research also seeks to identify how a supporting element in terms of industrial branding and marketing can lead to relational sustainability. Hence, this paper outlines the relationship between logistics partnership success (LPS) factors and the inherent link to industrial branding establishment and business sustainability within the Malaysian automotive industry (specifically, car manufacturers). Adopting a multiple case study approach, findings suggest that there is a strong association between logistics service performance (LSP) provided by the third party logistics provider (TPLP) and the development and support of a mutual brand image for both the TPLP and the car manufacturer. We contribute to the extant literature on logistics partnership and industrial branding through linking LSP with the creation and maintenance of an industrial branding strategy for both parties in the context of the Malaysian automotive industry. © 2013 Elsevier Inc