Understanding message (de)coding in multi-lingual slogans: industrial perspectives from Turkey and Russia

PurposeThe main goal of the study is to investigate how same-brand slogans simultaneously in use in two emerging markets, namely Turkey and Russia, differ semantically. The study further examines in what ways the industrial competition structure impacts the semantic slogan design within these two contexts.Design/methodology/approachThe study uses the method of semantic explication that is based on a 19-device taxonomy. This method is applied to 56 slogan pairs in the Turkish and Russian languages launched for the same brands/products across 6 industries.FindingsResults indicate that same-brand slogans differ semantically between Turkey and Russia. Moreover, firms tend to conform to a shared semantic pattern within a given industry, largely depending on the industrial competition structure. While strong local competition (as in the electronics and cleaning products industries in Turkey and in the personal care and beverages industries in Russia) leads firms to use self-reference, international competition (as in the automotive, personal care and beverages industries in Turkey and in the electronics and cleaning products industries in Russia) promotes them to use hyperbole in their slogan design.Practical implicationsAdopting a common semantic pattern within an industry may carry the risk of restricting brand differentiation and consumers' sense of novelty. Furthermore, the inclusion of brand names in slogans may make slogans sound assertive and lead consumers to overreact to the brand.Originality/valueUnlike many studies exploring different-brand slogans through a syntactic or grammatical lens, this study investigates the semantic features of same-brand slogans launched in two emerging market contexts. It adopts a B2B perspective, unlike many extant studies that often focus on a B2C one.

WORK SAMPLING METHOD FOR ANALYSIS OF PERFORMANCE AND DETERMINING THE NUMBER OF WORKERS IN THE WAREHOUSE DEPARTMENT

Industrial competition demands that each company be effective and efficient, hence companies need to make optimal use of resources. The purpose of this research is to determine the productivity of the workers in completing their work and to discover how much workload is caused by the activities carried out. In addition, recommendations for improvements were also given as an effort to reduce the high rate of overtime hours and determine the appropriate number of the workforce at spare parts and raw materials division. The results showed that some workforces have an uneven workload. Meanwhile, based on the results of workload analysis, it can be seen that the workload of the warehouse feeder is classified as a high workload, which is 102%.

The Mediation Effects of Business Strategy on the Relations between Industrial Competition and Performance

This study aims to examine the mediation effects of differentiation strategy and cost leadership strategy on the relationship between industrial competition and the performance of the higher education industry in Timor-Leste. The total of 157 departments of 11 accredited tertiary institutions in Timor-Leste were chosen to fill in the questionnaires, while SMART-PLS 3.0 was used to test the hypothesis. The results of this study show that industrial competition does not significantly influence industrial performance, while both the differentiation and the cost leadership strategies fully mediate the relationship between industrial competition and the performance. This research contributes to the debate on competitive strategic fitness to sustain competitive advantage in regard to pure strategy or combined strategy which is still unsettled among researchers. This research also contributes to developing strategic policies in the higher education industry for improving competitive advantages which lead to superior performance. The higher education industry can also benefit from this research by considering a combined differentiation and cost leadership strategy as a competitive strategy to improve industrial performance.

THE EFFECT OF CORPORATE IMAGE ON BRAND AWARENESS AND BRANG ATTITUDE

Various advancements and dynamics in the business world led to rapid developments in various industries. Corporate image is the main provision to survive in industrial competition. With the existence of a good corporate image, it is expected to increase brand awareness and brand attitude of the products circulating in the market. This study will examine the effect of corporate image on brand awareness and brand attitude. This study involved 100 respondents using an analytical tool in the form of simple linear regression with proof through t test. The results of the study show that the corporate's image significantly influences brand awareness and brand attitude.