Online branding strategy for wine tourism competitiveness

2019 ◽  
Vol 31 (2) ◽  
pp. 130-150 ◽  
Author(s):  
Paola Scorrano ◽  
Monica Fait ◽  
Amedeo Maizza ◽  
Demetris Vrontis
Keyword(s):  
Brand Image ◽  
Single Case ◽  
Three Dimensions ◽  
Brand Identity ◽  
Tourism Destination ◽  
Content Type ◽  
Wine Tourism ◽  
Napa Valley ◽  
Flow Of Information ◽  
The Web

Purpose The link between wine and tourism is increasingly important for the competitive advantage of the territory and its productions, and it must be adequately communicated, in particular, online. Therefore, monitoring the level of convergence between online brand identity and online brand image is increasingly important to implement an efficient strategy of recall of a territory. This paper thus aims to propose an operative framework – assessing Web convergence (AWC) – designed to detect and analyse the online brand image and compare it with online brand identity. Design/methodology/approach The AWC framework is designed to extract information from the Web, process it through text-mining techniques – cluster analysis – and interpret it from three perspectives – functional, holistic and sensitive. The operative framework was applied to Napa Valley because it is the most frequently cited wine destination on the top 100 travel blogs. Findings The empirical application shows that the proposed logical framework can yield important reflections even in cases such as Napa Valley’s, a destination that already enjoys strong notoriety. In spite of the apparent qualitative homogeneity of the topics discussed, observation of their composition in terms of the three dimensions revealed the existence of a gap on some topics identified between what is communicated by the wine tourism destination and what is perceived and in turn communicated by bloggers. Research limitations/implications The limitation of the research is represented by the application of the operative process to a single case study (Napa Valley). The contribution given to managerial studies is the ability of the framework to provide an operative vision of the importance of knowing the blogger’s perception of the brand identity communicated by the company. Testing the framework in other contexts will confirm that the protocol is generalisable. Practical implications The identification of the themes that characterise brand identity and brand image in the Web provides a flow of information that, if interpreted according to the functional, holistic and sensitive perspective, transforms the themes into useful knowledge for decisional purposes. Originality/value The managerial literature has highlighted, as in today’s communication environment, a strong brand can be created and maintained by strengthening the linkage between identity and image. The proposed framework may be considered an important protocol because it allows a tourism destination to increase the flow of information on which to build or strengthen the brand identity by aligning with the brand image. This could be particularly useful for smaller and less-popular destinations.

University brand image as competitive advantage: a two-country study

2019 ◽  
Vol 33 (2) ◽  
pp. 234-251
Author(s):  
Swati Panda ◽  
Satyendra C. Pandey ◽  
Andrea Bennett ◽  
Xiaoguang Tian
Keyword(s):  
Service Quality ◽  
Competitive Advantage ◽  
Student Satisfaction ◽  
Brand Image ◽  
Mediating Effect ◽  
Three Dimensions ◽  
Content Type ◽  
University Reputation ◽  
The Usa ◽  
University Brand

Purpose Given the competitive landscape in the higher education setting, it is important that universities adopt strategies that create competitive advantage for them. Universities must leverage their resources efficiently to address this goal. Creating a positive brand image is one such strategy. The purpose of this paper is to conceptualize university brand image as its heritage, service quality and trustworthiness and investigate their relationship with student’s satisfaction. It also investigates the role of university reputation as a mediating variable. Design/methodology/approach Data were collected through a mixed method approach. The first stage involved qualitative interviews and focused group discussions with students to understand the factors responsible for student satisfaction with their respective universities. The second stage involved administering a survey questionnaire in two geographies – the USA and India to investigate the hypothesized relationship. The authors use regression analyses to test these relationships. Findings Findings indicate that a distinct brand image plays an important role in students’ level of satisfaction across both the USA and India. Service quality has a greater impact on student satisfaction levels across both contexts (as compared to university heritage and trustworthiness). The authors also find a positive mediating effect of university reputation in the relationship between university brand image and student satisfaction levels. Originality/value The current research contributes to the services marketing literature in the university context. It offers a framework for decision making in universities. It suggests that universities must work toward developing their brand image by focusing on its three dimensions – heritage, trustworthiness and service quality.

What to do when your brand gets kidnapped by Narcos: the case of Buchanan’s whisky

2019 ◽  
Vol 9 (3) ◽  
pp. 1-18
Author(s):  
Nicolas Kervyn ◽  
Judith Cavazos Arroyo ◽  
Fernando Rey Castillo Villar ◽  
Rosa Andrea Gomez Zuñiga
Keyword(s):  
Learning Outcomes ◽  
Portfolio Management ◽  
Consumer Culture ◽  
Brand Management ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Strategy ◽  
Content Type ◽  
Academic Level ◽  
The Difference

Learning outcomes Learning outcomes are as follows: understanding the difference between brand identity and brand image; applying various segmentation tools; understanding the appeal of the aspirational brand and its consequence on private and public consumption; exploring the strategic options available to a brand facing a brand appropriation; exploring the pros and cons of opposing a brand appropriation; and developing a plan for the implementation of this strategy. Case overview/synopsis This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive. Complexity academic level This case is designed to be used in marketing management, brand strategy or consumer culture course. Specifically, the case is designed for college seniors or master students with basic strategic marketing training. It should provide the basis of discussions on the topics of brand management, consumer culture, brand portfolio management, international marketing, repositioning strategy, brand architecture, brand equity, brand assets, brand appropriation and consumer relationships with brands. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing

M-Tour: A new socio-technological design application for destination competitiveness in Egypt

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Joseck Nyaboro ◽  
Kwangsoo Park ◽  
Jaehyun Park
Keyword(s):  
Qualitative Interviews ◽  
Field Studies ◽  
Competitive Advantages ◽  
Tourism Destination ◽  
Technical Design ◽  
Content Type ◽  
Destination Competitiveness ◽  
Flow Of Information ◽  
Smart Tourism

PurposeThe study explores how the comparative tourism destination could incorporate the merits of the competitive tourism destination by implementing a socio-technical design application for smart tourism.Design/methodology/approachTo address this issue researchers have conducted a case study in Egypt, because Egypt is one of the most popular tourism comparative destination. It includes two field studies and qualitative interviews conducted in Cairo and Alexandria in Egypt.FindingsEgypt has diverse comparative advantages in terms of touristic features; however, the dysfunctional flow of information among the stakeholders was a hindrance to be a competitive destination. Based on this problem statement, the researchers synthesized “M-Tour” as a new socio-technical design application, moving toward the competitive destination from the comparative ones.Originality/valueThe present study makes two contributions. First, it theoretically conceptualizes an integrated model of how a tourism comparative destination can incorporate the competitive advantages by a socio-technical design application called M-Tour. Second, it empirically explores the tourists' latent requirements in Egypt by two field studies in order to develop a smart tourism design application as a new socio-technology.

Business model innovation

2015 ◽  
Vol 9 (3) ◽  
pp. 200-218 ◽  
Author(s):  
Jaqueline Pels ◽  
Tomás Andrés Kidd
Keyword(s):  
Business Model ◽  
Business Models ◽  
Single Case ◽  
Business Model Innovation ◽  
Three Dimensions ◽  
Bottom Of The Pyramid ◽  
Bottom Up ◽  
Content Type ◽  
The Social ◽  
Medical Healthcare

Purpose – The purpose of this paper is to develop a framework that expands business model innovation literature by including a social goal, the emerging markets (EMs) environmental characteristics and adopting a bottom-up perspective. Design/methodology/approach – This paper draws on a single-case study. Sistema Ser/CEGIN (SER–CEGIN) is an Argentine social business that offers high-quality medical healthcare to BOP users. Findings – The paper presents a new conceptualization on business model innovation that includes three dimensions: firm-centric, environment and customer-centric. The framework incorporates to the traditional framework on business model innovation, the social profit equation, the general and task environment and the end-user, as well as the dynamics between them. Research limitations/implications – While the authors acknowledge the importance of studying the components of the business model operating levels (economic, operational and strategic) to determine the type of business model innovation (revenue, enterprise and industrial), the framework incoporates the environment and customer-centric dimension. The suggested framework opens new streams of research both for the innovation business model literature as well as for the EMs – bottom of the pyramid (BOP) literature. Practical implications – To achieve economic and social goals, particularly in the BOP, firms need to adopt a bottom-up approach to understand the components of their business model that need to be modified. Originality/value – The paper proposes a novel business model innovation conceptualization which is useful for both researches to better study business models in the BOP and for firms to successfully operate in the BOP.

Tourism service quality and destination loyalty – the mediating role of destination image from international tourists’ perspectives

2016 ◽  
Vol 71 (1) ◽  
pp. 18-44 ◽  
Author(s):  
Mamoun N. Akroush ◽  
Luai E. Jraisat ◽  
Dina J. Kurdieh ◽  
Ruba N. AL-Faouri ◽  
Laila T. Qatu
Keyword(s):  
Service Quality ◽  
Brand Image ◽  
Dead Sea ◽  
Destination Image ◽  
Tourism Destination ◽  
Content Type ◽  
Destination Loyalty ◽  
The Dead ◽  
Tourism Service ◽  
The Relationship

Purpose The purpose of this paper is to examine the relationship between tourism service quality and destination loyalty through investigating the mediation effect of destination image in the Dead Sea tourism destination, Jordan, from international tourists perspectives. The paper also investigates the tourism service quality dimensions from international tourists’ viewpoints. Design/methodology/approach A structured and self-administered survey was used targeting international tourists who were visiting the Dead Sea tourism destination, Jordan. The authors delivered 300 questionnaires to international tourists from which 237 were retained and valid for the analysis. A series of exploratory and confirmatory factor analyses were performed to assess the research constructs dimensions, unidimensionality, validity and composite reliability. Structural path analysis was also used to test the hypothesised relationships of the research model. Findings The empirical findings indicate that tourism service quality is, in fact, a four-dimensional (4D) construct as opposed to five as proposed by the original hypothesised model. The 4D model consists of four facets: assurance-responsiveness, tangible facilities-empathy, reliability and reliability-quality of directions. Also, the results indicate that brand image loaded onto two dimensions named as “physical environment” and “people characteristics”. The structural findings indicate that the four dimensions of tourism service quality have positively and significantly affected destination image. Further, brand image has positively and significantly affected destination loyalty. Finally, destination image fully mediates the relationship between tourism service quality and destination loyalty. Research limitations/implications This paper has examined only five dimensions of tourism service quality that affected destination loyalty directly and indirectly; meanwhile, other service quality dimensions such as technical quality may affect both destination image and destination loyalty. Further, destination image is the only mediator investigated in this paper. Other consumer-based brand equity factors such as brand salience my act as another mediator. Also, this paper investigated international tourists’ perspectives in the Dead Sea tourism destination only, which means that its generalisation to other tourism destinations is limited. Therefore, comparative studies inside and outside Jordan’s tourism destinations are potential areas of future research. Other limitations and future research areas are also outlined. Practical implications The paper highlights the strategic importance of brand image on the relationship between tourism service quality and destination loyalty. Tourism service quality acts as an antecedent to brand image and the later is essential to destination loyalty. In other words, brand image of the physical environment and people friendless and kindness are the critical linkage that create destination loyalty. Further, an integrated model of tourism service quality, destination image and destination loyalty is required by tourism organisations operating in the Dead Sea destination to win international tourists again. Originality/value This paper represents one of the very few attempts that investigate tourism service quality and destination loyalty through understanding the mediating role of brand image in the Dead Sea destination. Accordingly, it should shed more light into the strategic role of brand image dimensions and how they affect destination loyalty. Further, the paper is the first of its kind to investigate an integrated model of tourism service quality and destination loyalty from international tourist perspectives in Jordan. The main issue here is that tourism organisations operating in the Dead Sea tourism destination have now valuable empirical evidence concerning the drivers of destination loyalty in an integrated manner.

scholarly journals Analysis of Brazilian fashion sectorial brand identity

2018 ◽  
Vol 22 (3) ◽  
pp. 291-314 ◽  
Author(s):  
Marina Toledo de Arruda Lourenção ◽  
Janaina de Moura Engracia Giraldi ◽  
Vish Maheshwari
Keyword(s):  
Qualitative Research ◽  
Design Methodology ◽  
Brand Image ◽  
Brand Identity ◽  
Fashion Industry ◽  
External Market ◽  
Content Type ◽  
Great Divergence ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of the present study is to propose identifying similar characteristics and managerial actions of the sector brand identity elements among the associations that compound the Brasil Fashion System (BFS) brand. Design/methodology/approach An exploratory qualitative research was developed through in-depth interviews conducted with associations of the Brazilian fashion sector. Findings The results indicate that there are characteristics of the elements of brand identity that are similar between the associations that compound the BFS brand. However, there are also several distinct characteristics among them, which makes it difficult, in large part, to consolidate the brand identity of the Brazilian fashion industry abroad. Research limitations/implications Moreover, it was indicated that for sectorial brand cases with a great divergence among brand partners, the creation of sub-sectorial brand specific for each partner could bring better results, as in this way, brands could be created with more suitable attributes for each partner, which will better suit their target audiences. Practical implications A practical contribution is also obtained, as the study can help in elaborating upon improvements for the sectorial brands that represent a large partners group. Originality/value An empirical evidence of how to identify common attributes between sectorial brand partners was presented to have a consolidated brand image in the external market.

scholarly journals Organizational commitment, job satisfaction and their possible influences on intent to turnover

2018 ◽  
Vol 25 (1) ◽  
pp. 84-101 ◽  
Author(s):  
Carolina Machado Dias Ramalho Luz ◽  
Sílvio Luiz de Paula ◽  
Lúcia Maria Barbosa de Oliveira
Keyword(s):  
Job Satisfaction ◽  
Organizational Commitment ◽  
Single Case ◽  
Three Dimensions ◽  
Advanced Technology ◽  
Intent To Turnover ◽  
Content Type ◽  
The Public ◽  
The Subject

Purpose The purpose of this paper is to investigate the extent to which the organizational commitment and job satisfaction influence intent to turnover. Design/methodology/approach Following a quantitative approach regarding methodological aspects of this research, a case study was carried out in a company of information technology and communication located in Porto Digital, in the Northeast of Brazil. A data collection technique with 172 forms, a self-administered form with 18 closed questions with a Likert-type scale and an open questionnaire were used. In this analysis, Statistical Package for the Social Sciences (SPSS) software was used as the technique; besides the descriptive statistics, a correlation was made between dependent variables (intention of rotation) and independent variables (affective, normative, instrumental and work satisfaction). The level of organizational commitment in its three dimensions (affective, normative and instrumental), the job satisfaction in its five dimensions (satisfaction with nature of the task, with leadership, with colleagues, with salary and promotions) and the level of intent to turnover from the respondents were investigated. Findings The results suggest that affective and normative commitments and satisfaction with pay, satisfaction with promotions and satisfaction with the nature of the work are correlated with the intention of negative turnover significantly. Among the demographic factors, only the age showed a negative correlation with intent to turnover. By performing multiple regression analysis, we identified that the variables that most impacted the turnover intention are affective commitment, satisfaction with salary and normative commitment. The qualitative portion of this study was accomplished through a content analysis of the open question of the form. Finally, one of the main considerations is the findings that revealed variables other than those adopted in the study, which influence the permanence of the respondents. Research limitations/implications Among the limitations of the research a single case study is highlighted that replicates the experience in other ICT companies to verify if the results found are similar in other organizations and in other segments. The findings direct the construction and validation of new scales, the creation of qualitative protocols to identify the variables that influence the retention of a specific group of individuals to serve as a guide for the elaboration of a questionnaire, as well as creation of surveys of longitudinal nature to correlate the data of intention of rotation with the effective turnover. Practical implications Based on the results, organizations can reduce voluntary evasion by adjusting actions, policies and practices, directing those responsible for People Management to attract and retain good employees. It should be emphasized that voluntary turnover should be treated as one of the management indicators of greater relevance by organizations, representing a thermometer of all human capital management. Social implications The monitoring of employment and unemployment levels is part of the public policy agenda for generating employment and income in Brazil. For organizations, employee turnover can and should be managed and monitored so that appropriate levels are found and their consequences are minimized through effective solutions. The results are important both for technology-based organizations and for all stakeholders interested in the subject as the public power. Originality/value Although in the international literature turnover is a topic of study for many years, in the Brazilian context, there is a shortage of research on the subject, specifically in the sector of advanced technology where there is a great lack of skilled labor, a fierce competition and where to keep employees standard high becomes a survival factor. This study may contribute to the exploration in the local literature, as it will help locate the academy on the Brazilian reality and open the doors to new research works on turnover and its possible correlations with other variables besides organizational commitment and job satisfaction.

scholarly journals Comparing the web and mobile platforms of a social Q&A service from the user’s perspective

2018 ◽  
Vol 70 (2) ◽  
pp. 176-191 ◽  
Author(s):  
Xiaoyu Chen ◽  
Alton Y.K. Chua ◽  
Shengli Deng
Keyword(s):  
Information Seeking ◽  
Service Providers ◽  
Information Service ◽  
Theoretical Aspect ◽  
Practical Aspect ◽  
Three Dimensions ◽  
Mobile Users ◽  
Mobile Platforms ◽  
Content Type ◽  
The Web

Purpose As an increasing number of users have acquired information across the web and mobile platforms for social question and answering (Q&A), it is of interest to explore whether there are differences in social Q&A usages between the two platforms. The purpose of this paper is to compare web and mobile platforms of a social Q&A service from the user’s perspective in terms of three dimensions, namely, demographics, individual-based constructs, and information-based constructs. Design/methodology/approach Because Zhihu.com is one of the most popular social Q&A sites in China, the authors used online questionnaires to investigate its users’ perceptions of these three dimensions. From January to March 2016, the authors obtained 278 valid responses in total through snowball and convenient sampling. Collected data are analyzed through descriptive statistics and inferential statistics. Findings The results indicate that there exist significant differences between web users and mobile users on Zhihu.com in terms of gender, affinity, and information seeking. More specifically, compared to the male users, more female users rely on the mobile platform to access the information service; mobile users perceive higher affinity with Zhihu.com than web users; and mobile users perceive higher information-seeking intention than web users do. Originality/value Regarding the theoretical aspect, this study proposes a conceptual framework for comparison between the web and mobile platforms of social Q&A from the user’s perspective. Regarding the practical aspect, the comparative results of this study could give social Q&A service providers useful information about users’ differences between web and mobile platforms of social Q&A services.

Identification and measurement of brand identity and image gap: a quantitative approach

2014 ◽  
Vol 23 (3) ◽  
pp. 207-219 ◽  
Author(s):  
Dilip Roy ◽  
Saikat Banerjee
Keyword(s):  
Brand Image ◽  
Focal Point ◽  
Basic Research ◽  
Quantitative Approach ◽  
Brand Identity ◽  
Quantitative Methodology ◽  
Image Perception ◽  
Content Type ◽  
Brand Knowledge ◽  
Brand Knowledge Structure

Purpose – This paper aims to offer a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the consumers. Brand marketers communicate with their target consumers to make them aware of brand identity and communicate the same way to the channel members directly. Channel members, in turn, convey the same to the end-users. Thus, a proper alignment of these three crucial nodes, namely, brand marketers, channel members and consumers, is inevitable for the efficient transfer of brand identity. However, in reality, not all are successful to synchronize communicated brand identity and image perception. So, the identification and measurement of identity-image gap is essential. Design/methodology/approach – Based on the literature review, the authors propose a conceptual model for the study and generate the basic research questions. In this study, Kapferer’s brand identity prism has been taken as the focal point of study to measure brand identity. So far as the vector measure is concerned, a p-dimensional setup is present, each dimension representing each facet of Kapferer’s brand identity prism. Now, given these sets of observations, the authors introduce for each set, a multivariate distributional setup to represent the underlying population behavior. Findings – In this study, a theoretical framework is proposed to identify and measure brand identity and image consistency. To minimize the problem associated with subjective decisions, an objective procedure has been proposed to measure the brand knowledge structure of company personnel, consumers and channel members about the considered brands. The results of this study show that brand knowledge consistency is missing among marketers, consumers and channel members for considered brands. The proposed methodology may help marketers to measure the identity-image gap in a more objective manner with pinpoint accuracy by adopting a quantitative approach. Practical implications – The proposed methodology may help marketers to measure the identity-image gap in a more objective manner with pinpoint accuracy by adopting a quantitative approach. Once a gap is identified, it will be easy for marketers to adopt possible measures to bridge the gap. This helps brand marketers to understand the branding process more objectively. Originality/value – To the best of the authors' knowledge, there is a lack of concrete quantitative approach, attempting to discuss the methodology to measure the gap between brand identity facets and brand image. In this backdrop, this might be the first paper offering a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the consumers.

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