Corporate Brand Research Articles

The Use of Social Media for Infrastructure Developer Company: Study of a New Revenue Stream

The culture of business construction, which currently focuses on winning new project tenders and revenue based on terms, is significantly affected when activity restrictions occur. What happened during the pandemic in 2019 noting that 25% of construction companies could not survive the pandemic. As a result, various innovations need to be deployed to save the business from bankruptcy, so that new revenue streams are needed outside of the ongoing business, one of which is the development of social media. Social media has an increasingly prominent role in impact interactions, and it has been proven that this sector does not experience a decline when almost all sectors are bad in the pandemic era. This research will examine how social media can have an impact on the construction industry, not only increasing participation and driving public opinion but can also be a new revenue stream for companies. This research will focus on companies engaged in toll road infrastructure developer in Indonesia. The case study was designed to combine both qualitative and quantitative methods. The results show that the use of social media in infrastructure development businesses that focus on corporate branding can be developed into a new revenue stream with a content focus, namely project progress, educational shows, and the use of technology impact the influence and awareness.

THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON BRAND IMAGE AND BUYING BEHAVIOUR: COMPARATIVE ANALYSIS OF TURKEY-MALAYSIA COCA-COLA CONSUMERS

Today, brands benefit from marketing communication tools while communicating with their target audience. Corporate Social Responsibility activities are considered one of these tools. These activities also form a part of the marketing strategies of the brands. This study comparatively examines the extent to which the corporate social responsibility activities of the Coca-Cola brand, one of the most important global brands in the world, affect the buying behaviour of the target audience. When the literature is examined, it has been determined that there is no academic study in this field. With this study, it has been found that the brand's corporate social responsibility initiatives have an impact on customers' buying decisions as a result of a comparative examination of consumers in the two countries.

When CEO Pay Becomes a Brand Problem.

For over four decades, the topic of Chief Executive Officer (CEO) compensation has attracted considerable attention from the fields of economics, finance, management, public policy, law, and business ethics. As scholarly interest in CEO pay has increased, so has public concern about the ethics of high CEO pay. Despite growing interest and pressure among the public and government to reduce CEO pay, it has continued to increase. Using a multi-method design incorporating a pilot study, two online experiments, and an event study, we investigate the impact of CEO pay on consumer purchase intent and find that this negative relationship is magnified under conditions of brand crisis. We also find that the negative interaction of high CEO pay and brand crisis on purchase intent is more negative when the brand has strong equity. Finally, when the CEO is awarded high pay while the firm they manage is undergoing a brand crisis, consumers lose trust in the firm's brand which reduces consumer purchase intent. This research provides insight on how governance decisions can impact consumer perceptions of corporate brands and consumer behavior, with implications for public policy leaders, boards of directors, CEOs, and Chief Marketing Officers regarding how to manage and message CEO pay.

NATION BRAND ARCHITECTURE- A REALITY OR REVERIE FOR AFRICAN NATIONS: THE CASE OF BOTSWANA

Nation brand architecture gives a ‘sense of mission’ which can help unify key players, concentrate resources, increase efficiency, and create synergies in customer attraction Joao (2018). However, what seemingly works for product/ corporate brands appears to be more of a brown study for nation branding. Adoption of nation brand architecture is gaining traction in Western nations. Many countries in Africa such as Botswana seem not to be consciously employing this seemingly beneficial concept.This paper therefore explores the extent to which Botswana; an African nation has adopted this concept. It also focuses on how the nation embeds and applies the existing national identities such as national colours (reflected in the nation flag), symbols, animals, and plants in the brand architecture.The study employs a content analysis approach that investigates the nation against four overarching themes of brand architecture. Using the Dinnie (2008) Nation Brand Architecture Model (NBAR), the paper draws valuable insights from an analysis of brand architecture concepts as well as the current adopted or default brand architecture for the nation of Botswana. The paper forms the initial sequel of papers on Botswana nation brand architecture model. The initial findings present a tenuous understanding of the adopted architecture reflective of both the endorsed and branded house architecture.

Стратегическая трансформация брендов легкой промышленности и индустрии моды

Strategic trends and patterns change the organizational, consumer, and instrumental landscape of the light industry and fashion companies. The current development of strategic branding is connected with the humanity (empathy) trend. In strategic branding, success depends on the right strategic decisions and customers’ feedback. Companies need to track consumer behavior, select relevant strategic communication tools, and create personalized propositions if they want to provide a sensitive response to customer preferences in real time. The present research objective was to identify effective strategic priorities in brand humanity in textile, footwear, clothing, and fashion. The task is relevant because brand humanity remains understudied in the spheres of light industry and fashion. The research relied on such traditional methods as analysis, synthesis, abstraction, generalization, and comparison, as well as on the theory and methodology of strategizing developed by V.L. Kvint, Doctor of Economics and a Foreign Member of the Russian Academy of Sciences. The paper introduces a strategic concept for brand humanity development. This model can provide companies with a new image and improve their reputation. The article also contains some methodological recommendations that can find practical application in the corporate brand development.

Brand Premium and Carbon Information Disclosure Strategy: Evidence from China Listed Companies

Could the corporate carbon information disclosure strategy influence a firm’s brand value, and how does corporate carbon information affect it? Previous research mainly examines the impact of ESG information disclosure on firm value and other financial indicators, but little research has focused on the effect of carbon information on brand value. This paper focuses on the influence of corporate carbon information disclosure on brand value, and we find that it positively impacts corporate brand value. In addition, when a company chooses to adopt a more quantitative and diverse carbon information strategy, it increases its brand value. We also examine the potential mechanisms involved in how corporate carbon information disclosure influences brand value. We focus on three types of factor: analyst rating, customer attitude, and corporate financial performance, and find that higher analyst forecasts and positive customer attitudes have a positive impact on the association between the carbon information strategy and corporate brand value. In contrast, corporate financial performance provides only weak evidence. These results are consistent with demands by users for more precise guidelines from regulators and standard-setters for measuring and disclosing carbon-related information.

Tournament-based incentives and media sentiment

We find that promotion-based tournament incentives of executives are positively associated with firms’ media sentiment. This effect is more pronounced among firms with greater need for media favourability, captured by higher information opacity, lower analyst coverage, lower industry homogeneity, lower investment sentiment and lower managerial ability. Furthermore, we identify better financial performance and higher corporate branding as two channels through which tournament incentives can enhance a firm’s positive media sentiment. Our results are also robust to two quasi-natural experiments affecting promotion-based tournaments – (a) an exogenous CEO turnover due to health issues or sudden CEO death, and (b) the implementation of Say-on-Pay (SOP) law. Overall, our findings indicate that tournament-based incentives encourage a firm’s executives to showcase their skills to broader stakeholders, which consequently increases a firm’s media image.

Middle-age brand identity crisis

Objective: This paper aimed to provide a systematic review of brand identity and understand how literature streams impact the current brand identity frameworks. Method: There are few systematic reviews about this salient topic, and the existing ones have not analyzed how the research in brand identity has evolved in the last 30 years, what have been the leading research streams and gaps, and which future avenues of study could be pursued. To fill this gap, this paper analyzed 67 articles published in 24 leading academic journals (Academic Journal Guide grades 3, 4, and 4*) between 1990 and 2021. Main Results: Five key research streams were identified: brand identity frameworks; consumer behavior; corporate branding; visual brand identity; co-creation. Despite the impressive progress made over the last 30 years, our review points out what we defined as a “middle-age brand identity crisis”, since there is still no convergence among scholars about what brand identity is and what would be its main components. Also, the current research streams uncover concepts and ideas that were not previously included in brand identity frameworks. Relevance / Originality: This study performed a comprehensive systematic analysis of the brand identity literature, highlighting essential recent research not considered by the current brand identity frameworks and connecting it to branding constructs. We also identified that there is still a lack of consensus regarding the brand identity components and dimensions. Theoretical / Methodological Contributions: This paper contributes to the literature by presenting a new framework to shed light on the interactions of brand identity with other branding constructs, proposing that brand identity has a core (brand essence) and extended identity (composed of personality, relationship, symbology, and cultural expressions). A new brand identity taxonomy is also proposed, with complexity and tangibility as its dimensions.

Do digital platforms promote or hinder corporate brand prestige?

PurposeIn the era of digital evolution, companies are increasingly deploying digital platforms to optimize operational efficiencies and to connect with customers more directly. However, little is known about whether and how companies can leverage digital platforms to enhance their brand prestige. Integrating insights from the resource-based view of the firm into the branding literature, this study aims to compare and distinguish the effects of the two digital platform functions, technical and social functions, on a company’s brand prestige. This study also assesses the moderating roles of two institutional factors, market uncertainty and brand imitation.Design/methodology/approachThis study estimates a moderated regression model using a survey of 240 companies in China that deploy digital platforms. This study uses SPSS 24.0 to perform regression analysis.FindingsThe study finds that technical functions positively, whereas social functions negatively affect brand prestige. Moreover, the technical functions of digital platforms are more beneficial for companies to build their brand prestige when the market is turbulent and the extent of brand imitation is high, whereas, under the same conditions, social functions lead to lower brand prestige.Research limitations/implicationsThere are several limitations of this study that offer future research opportunities. First, due to the difficulties of data collection, measures were taken from the same source for which common method bias could be a potential concern. Second, this study considered two institutional boundary conditions in these models. Future research should consider mediators as well as other potential moderators to understand the underlying mechanisms of how digital platforms affect brand prestige. Third, future studies may develop better constructs to manifest these two types of digital platform functions. Finally, this sample was limited to companies in China.Practical implicationsThis study provides important implications for companies leveraging digital platforms to build brands. First, companies must distinguish between the different functions of digital platforms. The findings reveal that companies that leverage digital platforms to build brand prestige are suggested to make greater use of technical functions yet should be cautious in developing social functions. Second, this research suggests although market uncertainty and brand imitation are not conducive to enhancing brand prestige, it is possible for companies to take advantage of these unfavorable environments to better serve niche customers.Originality/valuePrior marketing studies emphasize the benefits of digital platforms and largely overlook the double-edged sword effect of digital platforms on companies’ brand building. This study contributes to the marketing literature by revealing the benefits of technical function and the challenges of social function in driving brand prestige in complex institutional settings.

Research on the brand image of iOS and Android smart phone operating systems based on mixed methods.

To analyze the differences in system functions, interaction behaviors and user experience between iOS and Android smart phone operating system, and then study the differences in their brand images, so as to provide theory and research method for shaping corporate brand images from the perspective of product interaction design. This study was divided into three stages. In the first stage, the functional information architecture of iOS and Android smart phone operating system are studied comparatively by using information visualization methods. In the second stage, the brand image differences between the two systems at the explicit, behavioral and semantic levels are analyzed comparatively by building the "explicit - behavioral - semantic" product brand gene model. In the third stage, the functions of "setting alarm clock", "sharing pictures" and "modifying passwords" were selected for interactive behavior analysis. First, analyze the user experience of the three system functions from the perspective of interaction process and information architecture, and present the analysis results using the method of information visualization.; Secondly, the user experience and brand image differences between the two systems are analyzed by setting up manipulation task experiments. The brand images of iOS and Android systems are similar in conciseness, clearness and efficiency; In terms of uniqueness, iOS system is more unique, while Android system has stronger applicability. This study constructs an "explicit-behavior-semantic" brand gene model to create a unique product brand image for software products such as operating systems through interactive design, so as to solve the problem of product brand image homogeneity caused by the convergence of function and interaction design.

Internal Communication Practices Impact on the Institutional Brand During Institutional Transition

Progressive higher education institutions, in a competitive environment, evaluate brand positioning to navigate through communication, economic and globalization challenges. Literature in Sub-Saharan Africa hardly interrogates how public universities manage institutional brand for competitive advantage (Sulkowski, Wozniak, & Seliga, 2019) from an internal communication perspective. In Kenya, rapid university expansion and funding reduction enhanced competition. In a complex and dynamic context, vibrant institutions align corporate strategy to internal communication and position institutional brand. Thus, this study interrogates how the internal communication practices of an emerging university in Kenya impact institutional brand during transformation. A total of 153 Questionnaires were administered and 18 in-depth interviews were undertaken. Data as collected from 18 middle-level management who were purposively selected and the 153 self-administered questionnaires using stratified random sampling were administered on MMU faculty and administrative staff. The findings suggest that effective communication be through employee participation in decision-making (90%), conflict management (73%), brand management (mean 3.3), and corporate storytelling for institutional memory. However, management communication practices did not effectively communicate corporate objectives, marketing and branding strategy during university transition which negatively influenced image building and employee trust. The study recognized the importance of an internal communication policy, during transition, to provide a systematic and structured process which incorporates employee participation and empowerment. Employee participation strategy that integrates induction, interpersonal activities and interactive channels such as social media to communicate institutional strategic elements and enhance relationship management. Empowerment contributes to institutional brand management through mid-manager training, information inclusion, diversity management through internal stakeholder sessions, the use of mediated communication embracing social media, intranet and website to sensitize institutional management and employees. Upcoming public universities, like organisations, are expected to survive and thrive, through strong corporate branding to counter progressive forces arising from global, curricular, policy, technological and generational transformations. The study recommends an internal communication policy and management practice for effective communication of institutional messages to enhance employee participation and empowerment to improve brand positioning during institutional transformation.

Research on Luckin Coffee Brand Creative Design and Business Model

After a deep financial crisis, Luckin Coffee made a series of adjustments to the new retail business model and brand creative design. Let it re-establish a good image in front of the public. The product will have good economic and social benefits, which have certain reference significance for similar marketing enterprises. The article will use the Survey method to study. The article will cover the process and impact of the deep financial crisis, business model self-help, and the creation of popular products. An in-depth study explores Luckin Coffee’s Brand Creative Design, such as brand culture design, brand culture media, brand APP design, and offline brand experience store design. The article finds that design, as an effective marketing method, has a positive effect on establishing corporate brands. As a designer, the concept of marketing and the needs of the public must also be integrated into the design. This determines whether the design can succeed, whether it can open up and occupy the market for the enterprise, and whether it can help the enterprise survive and develop. In terms of business model, the company should use Internet technology and big data capabilities to empower product development and store operations.

The Relationship between Clothing Brands’ Corporate Social Responsibility and Brand Attachment

<p>在同類商品眾多的時代，企業提供著許多的產品讓消費者進行選購，而如何建立消費者情感連結，並維持長期之依附關係，是每個企業都正在積極努力的，像是參與社會公益活動等。因此，本研究在探討企業是否可經由落實社會責任而影響顧客對品牌的依附，使企業利於提升品牌價值與競爭優勢。</p> <p>本研究以服飾品牌為研究產業，研究對象以近半年內購買過服飾品牌之消費者為主要調查族群，資料收集工具為結構式問卷，發放203份問卷，有效問卷為176份。實證結果顯示，在控制產品品質的影響下，企業落實社會責任能正面影響消費者對品牌的依附程度。根據研究結果，提出在品牌經營上之意涵與未來研究建議，供企業日後在進行產品規劃或制定決策、以及後續研究人員做參考。</p> <p> </p><p>In an era with numerous similar products, companies offer a variety of products for consumers to choose from. Establishing an emotional connection with consumers and maintaining long-term attachment relationships are actively pursued by every enterprise. This includes participating in social welfare activities, among other efforts. Therefore, this study explores whether companies can impact customer brand attachment by implementing social responsibility, thereby enhancing brand value and competitive advantage for the company.</p> <p>This study focuses on the apparel industry, with consumers who have purchased clothing brands in the past six months as the main survey group. The data collection tool employed was a structured questionnaire, distributed to 203 respondents, with 176 valid responses obtained. The empirical results indicate that, under the control of product quality, the implementation of corporate social responsibility has a positive impact on consumers’ brand attachment. Based on the research findings, implications for brand management and future research recommendations are proposed, serving as references for businesses in future product planning, decision-making, and for subsequent researchers.</p> <p> </p>

Design, corporate brand design, and corporate heritage brand design: what are they? what of them?

Design, corporate brand design, and corporate heritage brand design: what are they? what of them?

Do all brand CSR initiatives make consumers happy? The role of CSR-brand (mis)fit and sense of relatedness

PurposeThis paper aims to explore whether brand corporate social responsibility (CSR) initiatives increase consumers’ happiness via a mediating mechanism of emotional brand attachment and to examine how brand CSR’s effect may be moderated by CSR fit (e.g. CSR-brand fit vs misfit) and sense of relatedness (e.g. low vs high).Design/methodology/approachA series of six studies (including the one that is available online), combining field and experimental data, were conducted to test the hypothesized relationships.FindingsResults support the hypothesis that brand CSR initiatives make consumers happy by increasing their attachment to the brand (Studies 1 and 2). This effect is strengthened both directly and indirectly through emotional attachment when brands engage in CSR fit activities (Study 3), but it is weakened when brands engage in CSR misfit activities (Study 4). Furthermore, the effect is more pronounced when brands choose CSR activities that have a high sense of relatedness, and it is eliminated when brands use CSR activities with a low sense of relatedness (Study 5). Finally, the results indicate that when brand CSR programs make consumers happy, they become more likely to purchase, spread positive word of mouth and pay a premium (Study 6).Originality/valueThis research has several major implications for business-to-consumer companies that are unsure about the value of brand CSR initiatives, want to make consumers happy but are unsure which CSR strategies to focus on and/or have decided to launch CSR initiatives but lack guidance on the specific strategies relevant to their desired performance outcomes.

Effective and Efficient DDoS Attack Detection Using Deep Learning Algorithm, Multi-Layer Perceptron

Distributed denial of service (DDoS) attacks pose an increasing threat to businesses and government agencies. They harm internet businesses, limit access to information and services, and damage corporate brands. Attackers use application layer DDoS attacks that are not easily detectable because of impersonating authentic users. In this study, we address novel application layer DDoS attacks by analyzing the characteristics of incoming packets, including the size of HTTP frame packets, the number of Internet Protocol (IP) addresses sent, constant mappings of ports, and the number of IP addresses using proxy IP. We analyzed client behavior in public attacks using standard datasets, the CTU-13 dataset, real weblogs (dataset) from our organization, and experimentally created datasets from DDoS attack tools: Slow Lairs, Hulk, Golden Eyes, and Xerex. A multilayer perceptron (MLP), a deep learning algorithm, is used to evaluate the effectiveness of metrics-based attack detection. Simulation results show that the proposed MLP classification algorithm has an efficiency of 98.99% in detecting DDoS attacks. The performance of our proposed technique provided the lowest value of false positives of 2.11% compared to conventional classifiers, i.e., Naïve Bayes, Decision Stump, Logistic Model Tree, Naïve Bayes Updateable, Naïve Bayes Multinomial Text, AdaBoostM1, Attribute Selected Classifier, Iterative Classifier, and OneR.

BUSINESS SIGNIFICANCE OF EMPLOYEE VALUE PROPOSITION TOWARDS EFFECTIVE WORKFORCE MANAGEMENT

The Employee Value Proposition (EVP) represents the perceived overall deal between employer and employee. The employer offers the employee and expects contributions from the employee in return. The inducements and contributions consist of mutual obligations and promises. Inducements typically concern career progression, organisational support, fair and transparent performance management and more tangible things such as pay and holiday entitlements. Contributions related to working hours, being an employer advocate within and outside the organisation, bringing skills, enthusiasm and entrepreneurship to productive work. Importantly, within the overall deal, nested deals are operating at different organisation levels, such as the tailored, workable arrangements forged between the team leader and team members. These reflect opportunities available for employees to shape their work experience. Top-performing companies create a sustainable EVP and total rewards strategy based on the needs, demographics and preferences of their workforce. Employee value Proposition refers to the rewards and benefits an employee receives in return for his performance at the organisation's workplace. The characteristics of the EVP need to be reflected in the corporate and employer brands. This paper takes reviews the concept of employee value proposition along with the business significance of human resource management.

Healthy Snacks: Multimodal Critical Discourse Analysis of Traditional Food Brand Corporate Storytelling

This research analyzes how a snack manufacturer uses corporate storytelling on social media to promote healthy eating. The new public health period has developed a market for healthy or well-being-related items. Many firms have emerged to give healthy food options. Social semiotic theory and multimodal critical discourse analysis ask: How do these organizations use corporate stories to make themselves seem superior to their competitors? How do they market healthy, appealing products? How does this marketing encourage healthier product choices? One healthy snack company's corporate story reveal that health discourse colonizes healthy eating for marketing and branding. These companies also claim abstract, symbolic, and commercial health. These company stories may mislead consumers who want to eat healthy into eating less healthful goods.

Influence of corporate social responsibility and brand attitude on purchase intention

Purpose This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this study also examines the mediating effect of generation Y’s attitude towards the brand and the moderating effect of their attitude towards CSR. Design/methodology/approach This study tested the model with a sample of 392 generation Y consumers using Smart partial least squares (PLS)-structural equation modelling. Findings Brand attitude partially mediates the positive influence of perceived CSR (PCSR) on purchase intention. Gen Y’s attitude towards CSR increases the impact of PCSR on brand attitude and purchase intention. Practical implications To multiply the effects of CSR and brand attitude, retail marketing managers can develop strategies that strengthen the links between awareness, knowledge, brand affection and purchase intent by encouraging Gen Y consumers to engage with the brand’s CSR strategy. Originality/value This study advances the literature on CSR and consumer behaviour by providing an integrated view of the hierarchy of effects model and a generational cohort perspective in predicting purchase intention. sponsabilidad social corporativa y la actitud hacia la marca en la intención de compra

Hotel branding and COVID-19 managed isolation and quarantine (MIQ) facilities: consequences and lessons learnt

PurposeThis study aims to understand the consequences of the decision by some hotels during the COVID-19 pandemic to contract their accommodation to be used as managed isolation and quarantine (MIQ) facilities. Specifically, this study aims to understand the impact of this decision in terms of corporate brand image, brand loyalty, negative word of mouth (NWOM) and purchase intention.Design/methodology/approachData were collected through a quasi-experimental research design and was analysed through a t-test.FindingsThis study hypothesises that the use of a hotel brand as a COVID-19 MIQ facility will be detrimental to its corporate brand image because of the expectation disconfirmation theory and attribution theory, thus reducing brand loyalty and increasing NWOM. The result supports the hypotheses.Research limitations/implicationsThis study does not factor in a time period for the observed effects. While the results indicate that hotels used for MIQ purposes have reduced corporate brand image, brand loyalty and purchase intention, this study does not establish the duration of the damage.Originality/valueThis study provides insight into consumers' perceptions of hotel brands that served as COVID-19 MIQ facilities. The originality lies in the discovery that the decision by hoteliers to opt to use their facilities for COVID-19 MIQ facilities was detrimental to corporate brand image and brand loyalty.