Sustainable Luxury Marketing : A synthesis and research agenda

Sustainability has become a pervasive issue for the luxury sector, gaining traction with brand managers, scholars, policy-makers, the media, and academia. The purpose of this paper is to examine the state of sustainable luxury research in marketing and consumer behaviour by critically reviewing and synthesizing the growing but fragmented body of scholarly work on sustainable-luxury marketing. The paper critically assesses where, how and by whom research on sustainable luxury is being conducted, and it identifies gaps for future investigation. The paper reviews research published between 2007 and 2018 within major peer-reviewed English-language scholarly publications in business, marketing, ethics, fashion, food and tourism journals. The research is identified using the keywords sustainable luxury, green luxury, eco-luxury and organic luxury. Three core themes emerge from this review: (1) consumer concerns and practices; (2) organizational concerns and practices; and (3) international and cross-cultural issues. The review confirms that research on sustainable luxury is significantly underdeveloped. This paper provides the first critical and comprehensive assessment and categorization of the emergent literature streams on sustainable luxury. The authors argue for a broader, deeper and more critical research agenda on the relationship between sustainability and luxury. Potential avenues for future research on sustainable luxury are proposed, with calls for theoretical and cross-cultural reflections that tackle broader systemic and institutional issues within the field

‘Brands in Higher Education ; Challenges and Potential Strategies’

This study explores the challenges of university branding and the qualities that make university branding different from commercial branding in terms of cultural issues, branding concepts and frameworks and brands architecture. The literature about branding in the university sector is described and viewed in the context of exploratory interviews with fifty five university managers. The results present the differences between university and commercial brandings as well as culture, brand concepts and brand architecture,. The study was conducted in UK universities, but similar issues in many other countries means that the results are comparable internationally. Overall, the findings presented in this research offer a valuable contribution to our understanding of the complexities of higher education branding

Metal enrichment processes

There are many processes that can transport gas from the galaxies to their environment and enrich the environment in this way with metals. These metal enrichment processes have a large influence on the evolution of both the galaxies and their environment. Various processes can contribute to the gas transfer: ram-pressure stripping, galactic winds, AGN outflows, galaxy-galaxy interactions and others. We review their observational evidence, corresponding simulations, their efficiencies, and their time scales as far as they are known to date. It seems that all processes can contribute to the enrichment. There is not a single process that always dominates the enrichment, because the efficiencies of the processes vary strongly with galaxy and environmental properties.Comment: 18 pages, 8 figures, accepted for publication in Space Science Reviews, special issue "Clusters of galaxies: beyond the thermal view", Editor J.S. Kaastra, Chapter 17; work done by an international team at the International Space Science Institute (ISSI), Bern, organised by J.S. Kaastra, A.M. Bykov, S. Schindler & J.A.M. Bleeke

Organisational Branding, A Strategic Tool for Engineering Customer Satisfaction in Service Industry: A Study of Selected Banks

Effective brand strategies cannot be developed without the customers in mind, hence the need to examine how brand strategies affect the behaviours of these customers to yield a good result. The objective of this study is to evaluate the impact of organisational branding on the levels of customer patronage. A descriptive and survey design was adopted for the study. The population for this study consist of customers from Wema and Zenith bank within Lagos metropolis. The questionnaire was used in eliciting information from respondents, which contained two sections. Two research questions and hypotheses were raised and tested. The data collected was analysed using Statistical Package for Social Sciences (SPSS version 20.0), for frequency distribution. Further analysis was carried out using linear regression and correlation analysis. From the findings made in the study, there is a significant role played by brand identity in meeting customer expectation and there is a significant effect of brand culture on customer satisfaction. It was recommended that management should be conscious of their peculiar corporate identity once established in order to capitalize on their strengths and opportunities, as well as improve on their weaknesses and address their threats in good time and Managers should strive to create a peculiar brand culture in line with their given brand identity, as the creation of a strong brand culture will enable the staff of the organisation to deliver quality service for good customer satisfaction

The semiology of changing brand image

This article considers the attempted change to the image of an established brand by studying the semiotics within the brand’s historical advertising campaigns. The use of semiotics to study the interpretation of messages is discussed, and the link between interpretation of messages and advertising effectiveness in changing brand image is explored. The authors deconstruct advertisements of a brand to provide a model containing opposing dialectics that may aid managers by highlighting alternative symbolic messages contained in advertisements. Oncwe identified, these alternative symbolic messages may be used to help change brand image and influence advertising effectiveness. Although the study focuses upon a major brand of beer, this is an industry in which there are numerous small firms, and many of those have constrained marketing budgets, and thus need to make sure that their advertising is effective. Equally, entrepreneurial marketing is not to found only in the small firm, and the case study discusses a radical and imaginative brand repositioning of a well established product

Brand Measurement Scales and Underlying Cognitive Dimensions

The aim of this exploratory research is to compare a well-known scale, the Aaker brand personality scale, with an empirical scale based on individuals’ relevant attributes, in order to analyse why they can lead to similar brand positioning maps. We provide empirical evidence of how a bias can overwrite the ability of a measurement scale to actually measure its underlying construct. In order to do so, we first find that the two sets of attributes – one derived from the brand personality scale, the other reflecting attributes obtained through a focus group – span common cognitive representations when translated into perceptual maps. We then prove that this outcome is caused by a bias stemming from a more holistic view of the brand, which forces the two cognitive structures towards a common perceptual representation. We conclude discussing the challenges for current theory implicit in our findings, and the implications for managerial practice