Corporate Brand Research Articles

Analysis of Influencing Clothing Consumption Motivation in the Context of E-commerce and Its Marketing Research

After the economic recession of 2008, e-commerce began to develop rapidly, but clothing e-commerce experienced a growth bottleneck after the economic recovery. The rapid development of e-commerce has promoted a change in consumption patterns at all levels of society. Social media easily influence peoples clothing consumption to pursue individualization and trend. More people starting to pay more attention to personalized design and shopping experiences. The study divides the behavioral elements into internal environmental impact factors and methods to improve the competitiveness of enterprises and refines the behavioral factors that affect the consumption of clothing consumers. The internal influencing factors of consumers include feelings and motivations. This review derives ways to promote consumer consumption based on the consumers anchoring effect, psychological contract, and other effects that could influence consumer behavior. The results show that building a good corporate brand influence and carrying out different promotional activities are conducive to promoting consumer consumption.

The The Effect of Consumer Characteristics and Lifestyle toward Purchase Decision

Coffee is a significant commodity in terms of both consumption and production. As a result, marketing interactions with systems and activities must be capable of bringing consumers closer to the items and corporate brand names offered. Urban neighborhoods are currently undergoing lifestyle adjustments. The consumption patterns exhibited by certain cohorts of persons who frequent coffee establishments might be viewed as a reflection of contemporary societal norms and values. The aim of this research is to determine the characteristics of customers and to examine the impact of the consumer lifestyle connected with XYZ Coffee on consumer buying decisions. The research employed a non-probability sampling method, especially convenience sampling, consisting of a sample size of 271 participants. The data were analyzed using descriptive statistics and Structural Equation Modeling (SEM). The study's findings indicate that the target demographic for XYZ Coffee products consists of economically active individuals with adequate income and substantial expenditures on food and beverages. This consumer segment is characterized by a favorable lifestyle and image, making them the primary purchasers of XYZ Coffee products.

Marketing Analysis of Corporate Brand Management in the New Economic Situation

Marketing Analysis of Corporate Brand Management in the New Economic Situation

Corporate Social Responsibility and Corporate Brand Awareness: An Interface in the Kingdom of Saudi Arabia

Purpose: Corporate social responsibility (CSR) is defined as the continuing commitment by businesses to contribute to economic development while upholding ethical codes and improving the quality of life in the community and society at large. It broke down corporate social responsibility (CSR) into four parts: economic, legal, ethical, and charity. He did this so that CSR could become a real business practice. Design/Methodology/Approach: This study is undertaken on 548 sample customers residing in Saudi Arabia for investigating their viewpoints towards the CSR activities carried out by the companies for examining the relationship between Corporate Social Responsibility and Corporate Brand Awareness. The researchers adopted the Pearson’s Correlation, Simple Regression and Structural Equation Modeling techniques in order to measure the impact of CSR activities on Brand Awareness. Findings: The outcomes of the study revealed that there is a positive perception of customers towards CSR activities carried out by the companies and the results of structural equation modelling portray that Corporate Social Responsibility and Corporate Brand Awareness are positively associated. Thus, we can conclude that CSR activities conducted by the companies are the commendable initiatives since in this today’s era of sustainable environment customers are not only worried about the price and quality aspect of the products/services even they are more possessive regarding what the corporate houses are taking the necessary steps for the betterment of the society and the nation at large. Research, Practical & Social implications: The outcome of the study will throw new light on the impact of Corporate Social Responsibility on Corporate Brand Awareness and also facilitate future research endeavors on CSR. As a matter of fact, the CSR activities implemented by the companies offer a better brand recognition, resulting in greater brand awareness among customers and the society at large.

Nike's Marketing Strategy in the Internet Era

With the continuous expansion of the competitive sports market and the continuous increase of market participants, the sports product market in China has formed a chaotic situation. Domestic and foreign sports brands are competing to occupy the market, and large sports equipment manufacturers are using various channels to increase their market share. This paper analyzes the sales environment of Nike in East China and discusses some problems. In particular, that current Nikes brand marketing strategy includes: First, the market positioning of the product is too simple; At the same time,product distribution channels are affected and its easy to find out that the brand management of products is ignore. This paper puts forward the following suggestions on the sales work of Nike in East China: Enriching the market positioning of the company, strengthen the companys brand communication channels and strengthen the brand management of enterprises, which can enhance corporate branding.

Benefits and risks: Views of humanitarian organizations in Lebanon on corporate assistance.

Compounding humanitarian and political crises within and across countries have been met with shrinking public resources for coordination, recovery, and mitigation. This resource constrained humanitarian environment presents opportunities for multinational corporations to supplement budgets and actively participate in new markets through connecting with humanitarian work. Given the well-established influence of corporations on public health, an assessment of industry funding to humanitarian assistance is necessary especially in the fragile context of Lebanon with a substantial refugee population and multiple compounding crises. This paper examines three aspects of corporate assistance in humanitarian crises in Lebanon. It investigates the modality of corporate assistance to humanitarian agencies, the extent to which humanitarian agency staff are aware of implications of this assistance along with any ethical considerations related to it, and both the risks and benefits for corporations and people. This study explores the views of 14 local and international humanitarian agencies in Lebanon) through in-depth interviews conducted between 2020 and 2022. Interviews were recorded, transcribed and subject to thematic analysis. All agencies participating in the study provided social and health assistance as well as education, vocational training, and other services to refugees or Lebanese. Findings indicate that the majority of them receive corporate funding in varying amounts and in-kind contributions to support various projects. Despite imposed conditions by the corporations, such as posting logos and stories, the agencies perceived the benefits of partnering, mentioning financial assistance in time of need, and flexible agendas that outweigh the risks of conflicts of interest of corporate branding on the populations they serve. Benefits to the corporations themselves relate to corporate social responsibility, increased market reach and visibility. Challenges in partnering with for-profits include ethical considerations and programmatic issues, however no guidelines were reported to exist to detect corporate conflicts of interest, instead most of the agencies rely on their value systems for screening.

Negative spill over effects in brand alliance crises

Brand alliances, or partnerships between established brands, is a viable branding strategy. Yet, it is an inherently risky strategy, especially when one of the brand partners faces a crisis. A direct fallout of brand alliance crisis concerns consumer attitude spill over. Despite the surge in brand alliance research and industry interest, the literature on the psychological mechanisms and outcomes of spill over effects remains sparse. Underpinned by the Balance theory from social psychology, this research examines the impact of crises on consumers’ evaluations of corporate brand alliances. Employing an experimental design across three crisis contexts – preventable, accidental and victim, the research shows that crises in brand alliances negatively impact consumers’ evaluations of the culpable brand which spills over to the co-branded product. The non-culpable partner, however, is not found to be negatively affected. The results also show that post-crisis attitudes can be enhanced if consumers are exposed to recovery information that diminishes the culpable brand’s role in the crisis. The research provides novel contributions to knowledge and offers managerial guidelines on effective post-crisis public relations communication.

Effects of National Institutions on Corporate Brand Ability Associations During the Pandemic

During the COVID-19 pandemic, consumer behavior and brand preferences changed. However, surprisingly little is known about how or why corporate brand associations differ and change across countries during such black swan events, especially for multinationals with a specific expertise and ability, for example, to offer vaccines. The authors use institutional theory to fill this gap. They contribute to international business research by analyzing the roles of national institutions in consumers’ corporate brand ability associations (CBAA) in 20 countries over time. They find generally different roles of regulative, normative, and cultural-cognitive institutions in consumers’ CBAA. Moreover, those roles changed and varied for Pfizer, as a multinational corporation that offered the first vaccine in Western countries, and its competitors before and during the pandemic. Institutional theory strongly complements signaling theory in cross-national studies on CBAA. This study shows, for the first time, which institutions drive CBAA cross-nationally and why the role of each institution changes during a black swan event, such as COVID-19. It has direct implications for managers interested in cross-national consumer responses.

Enhancing Sustainability in the Small-Medium Culinary Industry: Exploring the Role of Personal Branding and Corporate Branding

Enhancing Sustainability in the Small-Medium Culinary Industry: Exploring the Role of Personal Branding and Corporate Branding

The management of marketing talent

There is very little research on talent management in the marketing discipline. This is despite the significant time and effort that firms allocate the to the entire marketing talent pipeline—including recruitment, selection, training, development, rewards, and promotion within the firm. Michael Farrington serves as the senior vice president, people and culture at Nuvasive and is responsible for the company’s human resources, talent, and total rewards, as well as the corporate marketing, brand and communication functions. This interview sheds light on the nature of how firms manage the end-to-end talent pipeline in marketing.

Corporate social advocacy and brand authenticity: Evaluating the influences of promise types and value congruence

ABSTRACT This study examines how consumers form judgments of authenticity regarding corporate social advocacy initiatives. A common way to show support for a cause is through a brand promise in which a business shares its intent to support, donate, or act in accordance with an advocacy issue. Grounded in consumer-brand relationship theory, we conducted an experiment with 620 U.S. adults to analyze how consumers perceive corporate social advocacy efforts aimed at reducing environmental injustice. We used a 4 × 2 between-subjects design to test how promise type (symbolic, experiential, philanthropic, or explicit), leadership congruence (congruent or incongruent), and social justice perceptions affected authenticity and purchase intentions. Results confirmed the importance of having leaders whose values align with company-endorsed causes, with conditional support for social justice perceptions and the use of explicit and philanthropic promises (e.g., taking action and donating a percent of sales). We discuss the implications of our findings for leading authentic corporate social advocacy initiatives and building dynamic brand consumer relationships.

The dynamic of employees’ trust in their organisation in a corporate brand crisis: the bounce-back effect of organisational identification

ABSTRACT Given their increasing number, corporate brand crises are a subject of growing academic interest. Today’s managers face a hostile and often uncontrollable external information environment. Maintaining employee trust during turmoil is key to crisis resolution. However, it is during crises that employee trust can be most threatened. Our study draws on social identity theory to understand the conditions under which trust is destroyed and possibly repaired after a corporate brand crisis. The results from two experimental studies suggest that corporate brand crises decrease employee trust due to the threat to their social image. However, appropriate mitigation strategies that restore employees’ social status can effectively repair their trust. This decline and repair dynamic is amplified among highly identified employees, suggesting that organisational identification has a bounce-back effect on this mechanism.

Extended Signaling Theory and Role of Corporate Social Responsibility and Brand Personality

This research has offered an extended signaling theory model, which has extended the body of corporate social responsibility (CSR) knowledge in the existing literature. This research examines the association between CSR and brand experience, corporate reputation, brand personality, brand loyalty & consumer trust. The mall intercept control group was used to carry out this research. For the data analyses, we employed an SEM-based multivariate approach and assisted the formulated hypotheses from respondents of smartphone users. The study's outcomes show that brand personality, corporate reputation, and brand experience positively influence consumer trust. The outcomes further demonstrated that corporate social responsibility significantly and positively impacts personality, brand loyalty, and customer trust. This research also examined the mediating effect of brand personality between corporate reputation and brand loyalty and between corporate reputation and consumer trust. Moreover, the mediation of brand personality between CSR and brand loyalty and between CSR and consumer trust. The outcomes demonstrate that brand personality mediates brand loyalty and corporate reputation loyalty relationship, consumer trust, and corporate reputation relationship. However, brand personality does not mediate CSR and brand loyalty and CSR and consumer trust relationships. This research has important managerial and theoretical implications for industry practitioners and scholars.

Development and Promotion of a Brand Based on Parametric Criteria Using an Inductive Approach and Three-Stage Coding

Relevance. Influencer marketing is a rapidly evolving but still relatively under-explored management practice in B2B markets. Although there is a growing body of research on influencer marketing in general, it has focused almost entirely on consumer markets, product-focused social media promotions, and consumer attitudes and behavior, providing only limited insight into the organizational processes and unique characteristics of influencer marketing in markets B2B.The purpose of this study is a methodology for assessing an existing brand and developing marketing activities to promote it.Objectives. To achieve this goal, the following tasks were set and solved: brand monitoring was carried out in order to determine desirable and undesirable associations (based on Venn logic); the correlation between associations and brand promotion was assessed using parametric criteria; The resulting model was tested based on analysis of variance.Methodology. The research is based on methods of statistical data analysis, visual presentation of data, expert assessment methods, the theory of corporate branding, Venn diagrams, multi-correlation analysis, inductive approach, three-stage coding.Results. The results obtained include the definition of desirable and undesirable associations (based on Venn logic), assessment of the correlation between associations and brand promotion using parametric criteria, testing of the resulting model, a vector scale was created that evaluates changes in the economic potential of the company.Conclusions. Based on the results of the research, we can conclude that the introduction of associations for interested parties really has a positive effect on people’s opinions and ideas about the brand, which certainly affects its recognition, and, consequently, the promotion of the product.

The Role of Brand Commitment and Open Innovation in the Retail Sector

The establishment and maintenance of effective businesses are predicated on solid employee-client interactions. Because of the typical intricacy of the service component in retail environments, it may be particularly challenging for retailers to build such partnerships. Companies should make sure their employees act in a way that aligns with the corporate brand promise so they can have more invested brand advocates. Having a presence in international markets makes this problem even more challenging for organizations. This study aims to determine how committed front-line employees (FLEs) are to the company brand and how often they engage in branding while on the job. The study also delves into how FLEs' perceptions of the corporate brand identity and their roles within the business affect commitment. The research participants were workers at Bata Pakistan retailer with a sizable foothold in the Pakistani market. According to the results, brand commitment significantly and positively affects FLE brand-oriented conduct in the examined retail context. To be more precise, brand commitment influences in a positive way the congruence between brand identity and role clarity, FLE brand behavior, and job satisfaction. This research sheds light on how employee brand behavior is created in a retail setting in an emerging country, which is essential information for academics and professionals.

Company commitments and practices on nutrition and environmental sustainability in Belgium

Abstract Introduction INFORMAS developed a Business Impact Assessment for benchmarking and monitoring company commitments and practices on nutrition and environmental sustainability (BIA-Obesity & BIA-Sustainability). The aim of this study is to assess the transparency, comprehensiveness and specificity of company commitments in Belgium, as well as their related practices. Methods We selected 38 companies across supermarkets, quick service restaurants, catering companies, and packaged food, infant formula and non-alcoholic beverage companies, according to market share data in Belgium. For BIA-sustainability, company commitments were assessed for a series of indicators in 10 domains (corporate sustainability strategy, packaging, emission, energy use, water and discharge, biodiversity, food waste, environmental compliance, animal-based products and sustainable products). For BIA-Obesity, company commitments were assessed for a range of indicators across 6 domains (corporate nutrition strategy, product reformulation, product labeling, product and brand promotion, product accessibility and relationships with other organizations). Performance metrics to evaluate the size of efforts undertaken by food companies to improve their practices, alongside their commitments are under development. Results There is a wide variation in scores for transparency, comprehensiveness and specificity of commitments related to environmental sustainability across companies within sectors. Most companies have some overarching commitments for reducing environmental impacts but increasing sustainable or plant-based products within portfolios were hardly addressed in the commitments. In general, scores for BIA-Obesity are lower than those for BIA-Sustainability in Belgium. Conclusions During the workshop detailed results of these assessments in Belgium will be presented, as well as linkages between BIA-Obesity and BIA-Sustainability and commitments in relation to practices.

3.A. Workshop: Accountability of the European food industry to improve food systems for public and planetary health

Abstract Currently, unhealthy food environments are a major influence on food and beverage choices and nutritional status throughout Europe. Improving population diets for both public health and environmental sustainability requires a comprehensive response from multiple stakeholders, including governments, private sector organisations, non-government organisations, and consumers. Amongst these groups, companies across the food industry have been highlighted by the World Health Organization (WHO) and other international organizations as having an important role in addressing obesity and chronic diseases (NCDs) as well as unsustainable food systems. The need for broad-based action has led to an increased focus on increasing the accountability of several sectors in the food industry for taking action to address the problem, including through rigorous monitoring and benchmarking of their commitments and performance against independent targets. The INFORMAS (International Network for Food and Obesity/NCDs Research, Monitoring and Action Support) developed the Business Impact Assessment on population nutrition and obesity (BIA-Obesity) and the Business Impact Assessment on sustainability (BIA-Sustainability) to assess the commitments and practices of several food industry sectors (packaged food and non-alcoholic beverages, quick service restaurants, supermarkets, caterers) in relation to both obesity prevention and sustainable food systems. The tools consist of a range of indicators across 6 action areas for BIA-Obesity (corporate nutrition strategy, product reformulation, product labeling, product and brand promotion, product accessibility and relationships with other organizations) and 11 action areas for BIA-Sustainability (packaging, energy use, emissions, water and discharge, biodiversity, climate change adaptation, food loss and waste, environmental compliance, relationships with other organisations, corporate sustainability strategy and reducing ruminant-based products). In addition, methods have been developed to assess the corporate political activities as well as the market structure and dynamics of several food industries. Corporate political activities of the food industry across sectors are generally assessed using a range of publicly available data sourced from the industry itself, governments, the media and other sources. The workshop will discuss the latest findings on the commitments, practices, market structure and dynamics and corporate political activities of the food industry in relation to both obesity prevention and sustainable food systems across food industry sectors in Europe, as well as the next steps, both in terms of innovations in methodologies, different target sectors as well as in terms of using the results for better holding to account these actors in order to address obesity as well as unsustainable food systems in Europe. Key messages • Monitoring and benchmarking the commitments and practices of the food industry across sectors is key to increase accountability for action. • Substantial changes to the structural and regulatory conditions of corporate food systems are needed to improve population and planetary health.

‘We gave the city its image and put it on the map.’: intangible cultural heritage and city branding in Buenos Aires and Valencia

ABSTRACT In this article, we propose an analysis of the intangible heritagization of elements in urban settings as it relates to the promotion of a city brand, within the context of a fast rise of urban planning models with a strong emphasis on the production of corporate branding. We will focus specifically on the processes leading up to the nomination of intangible heritage elements for UNESCO listing and their relationship with the economy-culture-leisure triad, concretely in the cases of the Fallas festivities in Valencia, and filete porteño in Buenos Aires. Building from the Spanish and the Argentinian cases, we discuss how intangible heritage policies are increasingly becoming an essential part of the development of city branding, insofar as they help to promote the local identity and image, legitimized by the UNESCO label.

Corporate industrial brand equity and firm creditworthiness: The role of climate change commercial risks and opportunities recognition

Whilst a multitude of studies explored the financial implications of corporate brand equity in a B2C context, little is known as to the financial impact of B2B brand equity. Furthermore, no study, to our knowledge, has examined how climate change-related corporate practices affect the nexus between B2B brand equity and financial aspects (i.e., creditworthiness) of B2B firms. Drawing propositions from the resource dependence theory (RDT) and the natural resource-based view of the firm (NRBV), this study develops a parsimonious conceptual model to investigate the relationship between B2B brand equity and a firm's long-term creditworthiness. Given B2B firms' increasing engagement in pro-environmental initiatives, the model also incorporates a firm's ability to recognize climate change-related commercial risks and opportunities as a moderator. Drawing samples from USA-based B2B firms, the conceptual model is tested through robust econometric modelling techniques. The results demonstrate that higher B2B brand equity leads to higher long-term creditworthiness of a firm. Further, the positive association between B2B brand equity and creditworthiness is accentuated by climate change commercial risks and opportunities recognition (CCCROR). That is, a firm's capacity to identify challenges and opportunities emanating from the inexorable global climate change further bolsters the positive link between industrial brand equity and long-term creditworthiness. These findings are robust to a battery of sensitivity analyses, including multi-level mixed effect and endogeneity-robust modelling techniques.

The betrayal puzzle: Unraveling the connection between inauthenticity, corporate wrongdoing and brand betrayal with avoidance and reparation

Based on the Stimulus-Organism-Response (S–O-R) theory and attachment theory, this study investigates the proposed conceptual model of corporate wrongdoing and brand inauthenticity to elucidate individual responses. In this framework, stimuli show brand inauthenticity and corporate wrongdoing, prompting negative cognitive and emotional responses among individuals. These responses, affected by customers' attachment to the brand, are the organisms in the SOR model. Attachment theory advocates that customers form emotional bonds with brands akin to human relationships. Perceived brand betrayal, an emotional response, is a critical organism in this conceptual framework, curtailing the heresy of customers' attachment to the brand. This brand betrayal perception catalyzes brand avoidance and demand for reparation. Data were collected from Chinese consumers of luxury fashion brands and tested proposed relationships using PLS-SEM in PLS-Smart 4.0. The findings showed that brand inauthenticity and corporate wrongdoing positively predict perceived brand betrayal, significantly leading to brand avoidance and demand for reparation. Overall, the SOR model, mutual with the lens of attachment theory, sheds light on the complex dynamics of customer responses to brand inauthenticity and corporate wrongdoing, illuminating the process of brand avoidance and the subsequent call for reparation. This study contributes to the theory and practice.