International Brands Research Articles

Independent Site Approach for Brand Internationalization Adoption of Companies: Basis for Strategic Plan

This study investigated the sustainability practices of China Unicom Big Data Limited Company within the telecommunications industry, focusing on their types, objectives, benefits, and challenges. Through quantitative data analysis and survey questionnaires, key findings revealed four categories of sustainability practices: energy efficiency, waste management, data security, and community engagement. While positive trends existed, improvements were needed, especially in energy efficiency and waste management. Objectives included carbon neutrality, operational efficiency, research, and employee well-being, with perceived benefits such as cost savings and reputation enhancement. Challenges included cost implications and industry evolution, though their severity was contested. The study proposed a strategic plan emphasizing a holistic approach, prioritizing carbon neutrality, strengthening regulatory compliance, and enhancing monitoring and evaluation. Recommendations included adopting a holistic approach, prioritizing carbon neutrality, strengthening regulatory compliance, and enhancing monitoring and evaluation to achieve sustainability objectives and align with global targets.

Pengaruh Product Quality, Brand Image, dan Customer Satisfaction terhadap Customer Loyalty Sepatu Lari Outseight di Jakarta

One intriguing aspect within the field of running in Indonesia, particularly in Jakarta, is the development of locally-branded running shoes that offer quality nearly on par with international brands. Given the substantial interest among running enthusiasts ini Jakarta, this has prompted researchers to delve further into the consumer loyalty towards local running shoes, particularly those under the Ortuseight brand. The aim of this study is to analyze the impact of product quality, brand image, and customer satisfaction on customer loyalty towards Ortuseight running shoes. This research employs a quantitative approach, collecting through an online questionnaire completed by 133 members of the running community in Jakarta. The analysis utilize multiple linear regression method. The findings of the study indicate that product quality, brand image, and customer satisfaction have a positive and significant influence on customer loyalty towards local running shoes, specifically Ortuseight

Building a value-creating brand in internationalizing small and medium-sized enterprises

PurposeEmpirical evidence of the value creation process through which internationalizing small and medium-sized enterprises (SMEs) develop international branding capability (IBC) to build a value-creating brand in international markets is incomplete. This research aims to investigate a theoretical framework for the determinants and outcomes of IBC in internationalizing SMEs.Design/methodology/approachUsing surveys of 519 internationalizing SMEs, this research empirically verified the antecedents to and effects of IBC on SMEs’ value creation, which thus translates into superior performance. Furthermore, this research explores contextual factors influencing the value creation process in SME internationalization.FindingsFindings show that SMEs with strong international marketing resource orchestration (IMRO) and relational capability are more competent in developing IBC, which assists resource-constrained SMEs to create value, as manifested through international brand equity (IBE) and improved international performance. Moreover, environmental uncertainty enhances the interplay between IMRO, relational capability, and IBC, while new entrant pressure strengthens the relationship between IBC and IBE, and price competition pressure magnifies the impact of IBE on international performance.Originality/valueOur study pioneers conceptualization of the value creation process through which SMEs develop IBC to build value-creating brands in international markets, overcoming the liabilities of smallness and outsidership.

E-Commerce and Live Stream Slip-Ups: Sic Transit Gloria Italian Top Influencer Chiara Ferragni. Uncovering New Attitudes in both Consumer Behavior and Brand Strategies

For those unacquainted with Latin brocards, the title alludes to the downfall of the Italian influencer Chiara Ferragni, currently embroiled in a significant scandal. In contemporary times, numerous international brands resort to influencers to endorse and bolster the sales of their products. Among the various prominent figures, such as footballers, singers, and actors, the 36-year-old Chiara Ferragni distinctly stands out as one of the most renowned fashion bloggers, a designated celebrity, and an influential opinion leader on the global stage. In a span of just a few years, Ferragni successfully established an extensive economic and commercial empire, facilitating the launch and sale of products bearing her name. Moreover, she became a pivotal figure for numerous luxury companies, leveraging her media influence to enhance their profitability, constituting the foundational underpinning of social influencer marketing. Over time, Ferragni endorsed a myriad of products from renowned brands, spanning clothing, female beauty accessories, and food products, amassing a current fortune of 45 million euros. However, on December 15, 2023, the Italian Antitrust Authority (AGCM) imposed a fine of over 1 million euros on Ferragni for deceptive advertising practices and consumer deception. According to the AGCM, the influencer omitted pertinent information in her online advertisements, disseminated false information, and employed forms of undue influence. Subsequently, Ferragni also faced suspicions of alleged criminal fraud. This qualitative research paper aims to explore the ongoing investigations, Ferragni’s defense strategies, and the reactions of her followers and clients. The findings reveal a trend where numerous significant brands are severing ties with Ferragni as sponsors, leading to an erosion of consumer trust in the influencer category, and prompting a shift towards a more discerning consumer attitude.

Patterns and determinants of tobacco purchase behaviors among male cigarette smokers in Vietnam: A latent class analysis.

Understanding smokers' purchasing patterns can aid in customizing tobacco control initiatives aimed at reducing the tobacco smoking prevalence. Therefore, this study identified cigarette purchase behavior among Vietnamese male smokers and associated demographic and consumption factors. We analyzed a secondary dataset of male current tobacco smokers (n=3983) who participated in the Vietnam Global Adult Tobacco Survey in 2015. We applied the latent class analysis (LCA) to identify the classes of purchase behavior among cigarette smokers (n=1241). Multinomial logistic regression was performed to identify demographics (education level, ethnicity, partnership status, and household socioeconomic status) and cigarette consumption variables (smoking years and heavy smoking status) related to purchase behavior classes. The results are reported as an adjusted relative risk ratio (ARRR). The LCA identified four cigarette purchase behaviors classes: Class 1 (price-insensitive and purchased international brand: 44.4%), Class 2 (price-sensitive and purchased domestic brand: 27.6%), Class 3 (price-sensitive and purchased cigarettes in a street vendor: 18.6%), and Class 4: price-sensitive and purchased loose/carton cigarette: 9.4%). The poorer economic groups were more likely to belong to the three price-sensitive classes. Heavy smokers and those who had smoked for a longer period were more likely to belong to Class 3 (ARRR=2.33; 95% CI: 1.51-3.58 and ARRR=1.02; 95% CI: 1.001-1.05, respectively) and Class 4 (ARRR=2.94; 95% CI: 1.71-5.06 and ARRR=1.05; 95% CI: 1.02-1.08, respectively). Varied purchasing behaviors among male cigarette smokers, influenced by divergent price sensitivities and economic backgrounds, underscore the need for comprehensive tobacco control. Future efforts should include targeted policy interventions, behavior modification, and reshaping social norms.

Internal Branding, Organizational Culture and Citizenship Behavior in Hotels and Travel Agencies: Green Perspective

Internal Branding, Organizational Culture and Citizenship Behavior in Hotels and Travel Agencies: Green Perspective

Comparison of Integrated Marketing Communication (IMC) Activities of Chain Hotels Specific to Social Media

The study aims to compare the integrated marketing communication activities of leading national and international hotel chain brands in the hospitality industry by examining their social media activities. Accordingly, Türkiye's largest national (n=6) and international (n=6) hotel chains were selected as the research area, taking into account their number of rooms and geographical spread. In this study, Facebook, Twitter, Instagram and YouTube accounts were analyzed. First of all, the accounts used by hotel businesses and their usage characteristics were investigated. The contents of these social media accounts were then analyzed. According to the findings, international hotels conduct more effective Integrated Marketing Communication (IMC) activities on social media compared to national hotels. National hotels, on the other hand, mostly do not prefer YouTube channel but are active on other social media channels. In general, product or service promotion, information/news sharing and special day content are the most preferred content. Product or service promotion is the most frequently shared content. Based on the results, hotel businesses should use social media channels in an up-to-date manner for the activity of IMC activities. This is important for MIMC conditions. At the same time, businesses should provide content criteria holistically.

Employer Brand Building for Effective Talent Management

In today's increasingly competitive and complex business environment, organizations are placing greater emphasis on meeting their talent management needs. Attracting and retaining the right talent has become paramount, leading organizations to develop and project a brand image that reflects their values and philosophy. This process, known as employer branding, draws on principles from marketing and branding literature to position the organization as an employer of choice. Employer branding not only helps attract experienced employees but also serves as an enabler for internal brand building efforts within the organization. By creating a positive and compelling brand image, organizations can cultivate brand ambassadors who further enhance the organization's reputation as an employer of choice. Successfully managing employer branding requires a comprehensive approach and the commitment of all stakeholders within the organization. When executed effectively, employer branding can have a significant impact on talent management outcomes. This paper reviews existing literature to understand the influence of employer branding on talent management, explores strategies for branding organizations, and examines how global organizations leverage effective branding to attract and retain top talent.

An Analysis of the Development of Investment Banks' IPO Business under the Registered System

Under the reformed registration system, the role of investment banks in the Initial Public Offering (IPO) business has evolved significantly from the approval system. As crucial "gatekeepers" of the capital market, these banks now bear the responsibility of thoroughly examining issuance application materials for truthfulness, accuracy, and completeness. While the IPO business promises a prosperous future for investment banks, it also presents considerable challenges. Some banks face issues such as insufficient adherence to prudent examination requirements, lax establishment or implementation of internal control systems, and the need for improved information management. To enhance their sponsorship business, it is recommended that investment banks optimize talent training, internal management control, risk management, and intelligent information system construction. Cultivating professional sponsorship talents with comprehensive skills, reinforcing ethical standards, and conducting thorough reviews of IPO companies are crucial. Furthermore, optimizing the management system, establishing effective communication mechanisms, and enhancing risk management capabilities are essential steps. Leveraging advancements in computer technology, the construction of a secure and reliable intelligent information system is advised. As the reform progresses, investment banks should bolster international exchanges, cooperation, and professional competitiveness to evolve into reputable international brand banks.

The Contrastive Study on Discursive Construction of Identities and the Adaptation in Cosmetic Advertising

Discursive strategies are often used in cosmetic advertisements to construct different discursive identities in order to enter larger markets. Based on the graphic advertisements, the article reveals the dynamic selection and construction of discursive identities and their dynamic adaptation in the foundation advertisements of international brands and national brands. It is found that the cosmetic advertisements employ textual features to construct three discursive identities: one explicit identity for marketing purposes and two implicit identities: friend identity and expert identity. Based on the theories of discursive identity and linguistic adaptation, the article explores the dynamic discursive identities in this kind of advertisement discourse and analyzes the ways to dynamically adapt to the psychological, social and physical worlds of the discourse receivers.

Effects of ethnic and global identities on home country brand perceptions: an identity theory perspective

PurposeThis study links ethnic identity and global identity with perceptions of brand globalness (BG) and brand local iconness (BLI) regarding home country brands. Identity Theory considers consumer behavior as driven by multiple identities concurrently and interactively.Design/methodology/approachSamples from two populations, Mexicans living in Mexico and Mexican Americans in the United States, were exposed to eight randomly presented real-world Mexican brands, followed by existing measures for several constructs. Comparing such populations is uniquely appealing for studies of immigrants’ home country brands. Data is analyzed via linear regression.FindingsEthnic and global identities have an interactive effect on BG, BLI, and purchase intention even after controlling for ethnocentrism and cosmopolitanism. With the interaction term between ethnic identity and global identity included in the model, (a) global identity exhibits more efficacy than ethnic identity in explaining purchase intention; and (b) relationships involving BLI grow stronger while those involving BG become weaker. The direction of the effect of global identity depends on whether BG or BLI serves as the mediator. Ethnic identity has a significant effect on purchase intention through BLI among Mexican Americans.Originality/valueSimultaneous focus on two interacting identities is novel in the international branding space. This approach is useful for illuminating the effects of brand attributes including BG and BLI as well as studying branding effects where self-symbolizing is of interest.

Identity-based effect of internal branding on brand performance: the contingent role of co-worker support

PurposeDrawing on the social identity theory (SIT), this study investigates the relationship between internal branding (IB), organizational identity (OI) and brand performance while considering OI as the linking apparatus of internal branding and brand performance. It also explores the moderating role of co-worker support in the relationship between OI and brand performance.Design/methodology/approachA sample of 919 frontline employees working in private banks in India was collected by using multi-stage sampling. Structural equation modeling (SEM) was utilized to examine the hypothesized relations. PROCESS macro for SPSS was used to test mediation and moderation effects.FindingsThe results reveal that all IB dimensions (internal brand communication, brand-oriented transformational leadership and brand-oriented HR activities) directly affect OI and indirectly affect brand performance. Additionally, no moderating effect of co-worker support is found.Research limitations/implicationsThe current study contributes to the existing literature by portraying IB as identity strengthening phenomenon and brand performance as identity-congruent behavior. It also reveals how social context influences brand performance and assists them in socially categorizing themselves.Originality/valueThe present study portrays a complete understanding of the dynamics between internal branding, organizational identity, and brand performance. The study also emphasizes the empirical examination of the potential mediation effect of organizational identity and the moderation effect of co-worker support.

Factors affecting the performance of independently practicing midwives

The performance of midwives needs to be measured to provide guaranteed health services to mothers and children. Therefore, the aim of this study is to measure the performance of midwives using several variables, including internal branding, meaningfulness of work, work engagement, and innovative behavior, both directly and indirectly. The analysis was conducted in 29 districts and nine cities in East Java, Indonesia, with a sample of 330 midwives. Primary data were obtained by distributing questionnaires and analyzed using PLS-SEM. The research results show that all the variables tested have a positive and significant influence on midwifes’ performance. Innovative behavior has the strongest direct influence (73%), and meaningfulness of work has the weakest direct influence on midwifes’ performance (6%). Meanwhile, indirect relationships through work engagement provide a positive and significant influence, but are not as strong as the direct influence. These results offer practical insight for midwives to maintain and improve their individual performance, considering that more and more new midwives are ready to compete in providing health services for mothers and children.

Transforming conceptual models of international media brands in the era of globalization on the example of different countries

Transforming conceptual models of international media brands in the era of globalization on the example of different countries

Service quality expectations of international fashion apparel brands in India: Satisfaction loyalty and the mediating role of culture

Service quality is an important determinant of customer brand experience, customer satisfaction and customer loyalty, with cross-cultural differences leading to varied expectations of service from consumers. Our research aims to understand the influence of the service quality expectations and cultural factors that influence customer satisfaction and loyalty, and the moderating role of cultural values on the relationship between customer satisfaction and loyalty of international fashion apparel brand purchasing of young consumers in India. Data collected across 142 young consumers in India via questionnaire are analysed using PLS_SEM structural modelling. The findings indicate that the service quality parameter tangibility has a significantly positive relationship with customer satisfaction while both reliability and formality positively influence customer loyalty. The cultural value self-transcendence depicts a significant positive relationship with customer loyalty, while the moderating effect of conservation on the relationship between customer satisfaction and customer loyalty is also significantly positive, validating the role of cultural values as both a predictor and moderator of customer purchase motivation.

Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors

This research aims to empirically examine the internal branding processes implemented by a global sports fashion firm to turn all employees into competent brand ambassadors. Brand-oriented training was hypothesized as an antecedent of salesperson brand identification and brand commitment, which drive brand-aligned behavior, the critical trait of employee brand ambassadors. These hypotheses were tested by surveying 141 corporate and retail employees of a global sportswear fashion brand's regional operations in Mexico. The principal conclusion is that brand-oriented training proves a significant driver of salesperson brand identification. Furthermore, brand identification drives brand commitment and brand-aligned behavior among all company employees, not just salespersons

How Teachers Contribute to the Sustainability of the University Brand: Evidence from China

A brand strategy is a powerful guarantee for a university to enhance its reputation and sustainable development. An internal brand is the foundation of a university brand. Based on three variables—internal market orientation, teachers’ organizational identity, and teachers’ brand support behavior, a research model is constructed on a university’s internal brand formation mechanisms. To summarize how teachers support the university’s internal brand building, we analyzed the relationship between the three variables. This study used a three-stage sampling survey method to distribute 500 questionnaires and recovered 419 valid samples. The data from the valid questionnaires were statistically analyzed using two software programs—SPSS 24.0 and Mplus 7.2. This survey and analysis found that the three internal market orientation dimensions (internal information collection, internal communication, and feedback) are significantly positively correlated with teachers’ organizational identity and brand support behavior. Teachers’ organizational identity is not only significantly positively correlated with brand support behavior, but also mediates the relationship between the three dimensions of internal market orientation and brand support behavior. Universities should pay attention to the key roles of teachers in brand building and regard internal market orientation as an important tool for internal brand building.

Innovative Research on the Internationalization Pathways of Brand Communication in the Digital Era

In the digital era, the importance of international brand communication is gaining prominence, with digital marketing emerging as a fundamental tool that plays a critical role in global dissemination. Despite extensive academic discussions on the theoretical foundations and strategies of digital marketing within brand communication, there exists a research gap pertaining to the effective dissemination of brands through digital marketing across diverse cultures and markets, particularly in terms of specific practical pathways on social media platforms. This paper aims to enhance theoretical research by providing brand managers with a framework of international communication strategies rooted in digital marketing, aimed at assisting brands in gaining a competitive edge in the global marketplace.

The Current Sales Status and Countermeasures of Chinese New Energy Vehicles in Europe

With the expansion of China's new energy vehicle overseas business, Europe has replaced Asia as China's largest export destination of new energy vehicles in 2021. As the world's second-largest and second-fastest-growing new energy vehicle market, Europe contains plenty of opportunities and challenges for Chinese car manufacturers. Through analysis, the author found that China's new energy vehicle brands have shown a rapid development trend in Europe in recent years and are operating well. This paper aims to deeply explore the main problems they face and find corresponding solutions based on this actual situation. After using two research methods: literature analysis and data analysis, this paper found that Chinese manufacturers have some problems with international competitiveness, brand image, sales and service capabilities, supporting facilities, and resistance to political risks, and measures need to be taken to solve them. In addition, Chinese car companies have also encountered the serious problem of insufficient basic charging facilities in the European market, and are affected by political factors such as the Russia-Ukraine conflict and countervailing investigations.

Building employee commitment through internal branding – a meta-analytic study

PurposeThis study aims to quantitatively consolidate the research conducted over the past four decades on how internal branding activities drive employee commitment. It summarizes several operationalizations of internal branding and tests the moderating effect of employee’s personal characteristics and job characteristics on the relationship between internal branding and employee commitment.Design/methodology/approachThis paper uses meta-analysis as the research methodology. The analysis includes a sample of 65 studies (from 62 published works), yielding 226 effect sizes (coded into 82 composite effect sizes) over an aggregated sample of 21,706 respondents.FindingsThis study finds that brand communication, brand-centered human resource management (HRM), training and development, organizational support and culture, brand-centered leadership and an excellent reward system are the key operationalizations of internal branding. Furthermore, employee’s personal (education, age and gender) and job (tenure, work status and level of customer orientation) characteristics significantly moderate the internal branding–employee commitment relationship.Research limitations/implicationsLimited empirical literature on some of the internal branding operationalizations such as brand-centered HRM and rewards has curbed the scope of moderator analysis.Practical implicationsThis paper proposes some effective ways of implementing internal branding strategies and provides support for boundary conditions that brand managers should consider to strengthen the impact of internal branding activities on employee commitment.Originality/valueAs per the authors’ knowledge, this paper is among the few quantitative consolidations of four decades of research on the internal branding–employee commitment relationship.