21st ICIG (International Corporate Identity Group) Symposium 4-6 June 2019
Durham University Business School Durham, England, UK
“INTERNATIONAL PERSPECTIVES ON CORPORATE MARKETING, IDENTITY, COMMUNICATIONS, IMAGE AND CORPORATE BRANDING”
Organisers: Professor Xinming He (Host) Professor John MT Balmer (Founder & ICIG Chairman)
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The 21st ICIG (International Corporate Identity Group) Symposium Programme Durham University Business School, England, UK
Organisers: Professor Xinming He (Host) Professor John MT Balmer (Founder & ICIG Chairman)
Tuesday, 4th June
17:15-19:15 - Welcome Reception The Bar Lounge at the Durham Business School, Mill Hill Lane, Durham
Wednesday, 5th June
Durham University Business School (Room 405) 9:00-10:00 – Welcome and Keynote 10:00-12:40 – Presentation Sessions 12:40-13:30 - Lunch 13:30-17:00 - Presentation Sessions
18:15-19.15 – Tour to Durham the Cathedral 19:30 - Gala Dinner at Durham Castle in the Senate Suite (Business dress)
Thursday, 6th June
9:30-12:30 – Beamish Museum (http://www.beamish.org.uk/) – coach pickup point outside Hotel Indigo Durham (9 Old Elvet, Durham DH1 3HL)
13:00-14:00 – Lunch (Indigo Hotel) Check-out
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Symposium Programme
Tuesday, 4th June
The Bar Lounge at the Durham Business School, Mill Hill Lane, Durham 17:15-19:15 - Opening Reception for the Symposium
Wednesday, 5th June
MHL405 at the Business School Opening Session: Chair-Professor Xinming He (Professor of Marketing, Durham University Business School)
9:00-9:15 – Welcome: Professor Xinming He on behalf of Professor Susan Hart (Dean, DUBS); Professor John Balmer (Founder and ICIG Chairman)
9:15-10:00 – Keynote: Jennie Collingwood (Head of Marketing and Communications, Northumbrian Water Group)
10:00-10:20 – Tea and Coffee Break
10:20-11:00 – Session 1: Corporate Heritage Session Chair: Professor Stephen A Greyser (Harvard Business School, USA)
Slogans as a vehicle for corporate communication – a long-term study Christina Grundström, Johan Holtström and Pamela Vang
Corporate Heritage Identity and the Past John Balmer and Mario Burghausen
11:00-12:40 – Session 2: Corporate Brand Image and Corporate Reputation Session Chair: Dr Mario Burghuasen (University of Essex, UK)
Knowledge Foundation in Corporate Image: A multi-Method Bibliometric Research Pantea Foroudi and Reza Marvi
(11:20-11:40 – Tea and Coffee Break)
The strategic significance of B2B corporate brand image of global logistics corporate brand providers John Balmer, Zhibin Lin, Weifeng Chen and Xinming He
Everyday micro-influencers and their impact on corporate brand reputation Jennifer Barhorst, Graeme McLean, Joshua Brooks and Alan Wilson
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The effect of celebrities’ professional identity on passion for work and its impact on corporate reputation: A research study in the environment of United Kingdom Maria Jesus Jerez Jerez, TC Melewar, Pantea Foroudi and Shahzeb Hussain
12:40-13:30 –Lunch at the Fusion Restaurant at the Business School
13:30-14:10 – Session 3: Corporate Marketing Aesthetics and the Senses Session Chair: Professor TC Melewar (Middlesex University London, UK)
Beauty and the Beast: Aesthetics and Corporate Identity Angela Bargenda
Out of sight, out of mind: The nexus between consumer-related variables and consumers’ cognitive, affective and behavioural patterns in sensorial marketing Tuğra Nazlı Akarsu, TC Melewar and Pantea Foroudi
14:10-14:30 – Tea and Coffee Break
14:30-15:30 – Session 4: Corporate Identity and Corporate Communications Session Chair: Professor Alan Wilson (University of Strathclyde, UK)
The moderating effect of organisation size on the corporate identity - corporate social responsibility relationship Marwa Tourky and Ahmed Shaalan
Corporate Heritage Brand identity characteristics and customer satisfaction: the case of the John Lewis Partnership Ammar Sammour, Weifeng Chen and John Balmer
An examination into how SMEs develop and conduct marketing and corporate communication strategies to achieve firm brand identities Syed Alwi, SF, Balmer, JMT, Stoian, C and Kitchen, PJ
15:30-15:50 – Tea and Coffee Break
15:50-17:00 – Session 5: Corporate Brands Session Chair: Professor Angela Bargenda (ESCE International Business School, France)
Bridging the great divide: Barriers of corporate communications of luxury sustainable fashion brands Zoe Lee, Iain Davies and Cara Pring
Brand ecosystem – concept, characteristics and challenges Tim Oliver Brexendorf and Joachim Kernstock
17: 10 – Mini buses back to Indigo and Marriot hotels (Old Elvet Durham)
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18:15-19.15 – Tour to Durham Cathedral
19:30 – Gala Dinner at Durham Castle in the Senate Suite
Thursday, 6th June
9:30-12:30 – Beamish Museum (http://www.beamish.org.uk/) – coach pickup point outside Hotel Indigo Durham (9 Old Elvet, Durham DH1 3HL)
13:00-14:00 – Lunch at Hotel Indigo
– End of Symposium
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List of Authors of Submissions and Conference Participants
Akarsu, Tuğra Nazlı (Middlesex University London)
Balmer, John (Brunel University London)
Bargenda, Angela (ESCE International Business School, France)
Barhorst, Jennifer (College of Charleston)
Brexendorf, Tim (WHU – Otto Beisheim School of Management, Germany)
Brooks, Joshua (Columbus State University)
Wilson, Alan (University of Strathclyde Business School)
Burghausen, Mario (University of Essex)
Chen, Weifeng (Brunel University London)
Davies, Iain (University of Bath)
Foroudi, Pantea (Middlesex University London)
Greyser, Stephen (Harvard Business School)
Grundström, Christina (Linköping University, Sweden)
He, Xinming (Durham University)
Holtström, Johan (Linköping University, Sweden)
Hussain, Shahzeb (Middlesex University London)
Jerez, Maria (Middlesex University London)
Kernstock, Joachim (University of St. Gallen, Switzerland)
Kitchen, PJ (Salford University Manchester)
Lee, Zoe (University of Cardiff)
Lin, Zhibin (Durham University)
Marvi, Reza (Middlesex University London)
McLean, Graeme (University of Strathclyde)
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Melewar, T.C. (Middlesex University London)
Mingione, Michela (University of Rome Tor Vergata, Rome, Italy)
Abratt, Russell (Nova Southeastern University, USA)
Pring, Cara (BrandCap)
Sammour, Ammar (Coventry University)
Shaalan, Ahmed (Cranfield School of Management)
Stoian, C (Brunel University London)
Syed Alwi, SF (Brunel University London)
Tourky, Marwa (Exeter University)
Vang, Pamela (Linköping University, Sweden)
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SYMPOSIUM PROCEEDINGS
21st ICIG (International Corporate Identity Group) Symposium, 4-6 June 2019, Durham University, UK
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Slogans as a vehicle for corporate communication – a long-term study
Christina Grundström Department of Management and Engineering, Linköping University, Sweden
Johan Holtström Department of Management and Engineering, Linköping University, Sweden
Pamela Vang Department of Management and Engineering, Linköping University, Sweden
Key Words Corporate communication, slogans, dynamics, stakeholders, corporate brand identity, corporate identity, brand identity, AC4ID test Purpose To describe and characterise the dynamism in corporate communication in the form of slogans. Methodology The approach is explorative and consists of a longitudinal case study of the oil company Shell. Data consists of slogans used by Shell and descriptions of the internal and external environment, and it covers the time period the late 1800s-the early 2000s. The sources are limited to the UK and the USA and consist of posters, postcards, billboards, lorry bills, general newspapers, (specialist) magazines, Shell Valentine cards, pole signs, maps, periodicals, radio and television commercials and jingles, and the Internet. Availability of types has varied over time. The slogans and key events internally to Shell or in the environment were listed in time sequence. Slogans following each key event were analysed regarding content. Labelling and grouping followed using the AC4ID test. Findings Several time periods were identified where slogans had a uniform message. Each of these either reflects Shell’s covenanted corporate brand identity, communicated corporate brand identity, the ideal corporate brand identity or the desired corporate brand identity, all related to internal or external events. Management Implications Attention should be made to stakeholder sentiments in relation to key events affecting each stakeholder or group thereof when designing slogans. The characterisation of slogans adds to how the AC4ID test can be applied to communication. Originality & Value Corporate communication is a key activity of corporate branding as it conveys the corporate brand identity to its stakeholders (c.f. Balmer, 2010), and contributes to corporate reputation with time (Abratt & Kleyn, 2011). Besides heritage brand studies (cf. (Balmers & Burghausen, 2015), few studies of corporate branding have a long term focus (e.g. Balmer, et al., 2009), albeit desired (e.g. Anisimova & Mavondo, 2014).
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Slogans serve as a key vehicle for creating the desired image due to their ability to communicate more about the brand, regardless of product or corporate brand (Kohli, et al., 2007) (Keller, et al., 2012).This paper adds to research about how slogans serve as a vehicle for corporate communication encompassing multiple facets of the corporate identity. References Abratt, R. & Kleyn, N., 2011. Corporate identity, corporate branding and corporate reputations: Reconciliation and integration.. European Journal of Marketing, 46(7/8), pp. 1048-1063. Anisimova, T. & Mavondo, F., 2014. Aligning company and dealer perspectives in corporate branding: Implications for dealer satisfaction and commitment. Journal of Business-to-Business Marketing,, 21(1), pp. 35-56. Balmer, J. M. T., 2010. Explicating corporate brands and their management: Reflections and directions from 1995. Journal of Brand Management, 18(3), pp. 180-196. Balmer, J. M. T., Stuart, H. & Greyser, S. A., 2009. Aligning Identity and Strategy: Corporate Branding at British Airways in the late 20th Century. California Management Review, 51(3), pp. 6-23. Balmers, J. M. T. & Burghausen, M., 2015. Explicating corporate heritage, corporate heritage brands and organisational heritage. Journal of Brand Management, 22(5), pp. 364-384. Keller, K. L., Apéria, T. & Georgson, M., 2012. Strategic Brand Management. A European Perspective. Harlow: Prentice Hall. Kohli, C., Leuthesser, L. & Suri, R., 2007. Got slogan? Guidelines for creating effective slogans. Business Horizons, Volume 50, p. 415–422.
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Corporate Heritage Identity and the Past
John Balmer Brunel University Business School, Brunel University London, London, UK
Mario Burghausen University of Essex, Colchester, UK
Abstract Purpose: Considers the past’s relevance in, and for, corporate heritage identity from a corporate marketing/marketing perspective. Symptomatic of the perspective adopted in this article is the increased mindfulness within the marketing discipline of the rich palate of past-related concepts. Approach: Adopting a broad perspective, this article deliberates on extant approaches to the past apropos corporate heritage identity and marketing with the aim of identifying the degree to which the past is of potential saliency to the aforementioned. Findings: Concludes that a more expansive conceptualisation (and differentiated) of the past can be efficacious. The past, therefore, is pregnant with possibilities in terms of advancing scholarship apropos temporal agency in marketing along with consumption practices. Significantly, the corporate heritage notion – because of its omni-temporal nature – represents a distinct and meaningful vector on the past by coalescing the past, present and future into a new type of temporality. This broader marketing approach to and of the past (having especial reference to corporate heritage) highlights the ideational and material manifestations of the past-in-the-present and an envisaged past- in-the-future. As such, the authors reason this expansive conceptualisation of ‘the past- in-marketing’ is both timely and efficacious. Limitations: Whilst noting, and being sensitive to, the importance of the historical method in marketing and the history of marketing scholarship and practice per se, this article approaches the past from a corporate heritage rather than from the more traditional historical perspective.
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Knowledge Foundation in Corporate Image: A multi-Method Bibliometric Research
Pantea Foroudi The Business School, Middlesex University London, UK
Reza Marvi The Business School, Middlesex University London, UK
Abstract Corporate image is an established facet of marketing research. That stated, recent burgeoning increase in corporate image research, necessitate a study effort devoted to the corporate image knowledge structure. In this article, we provide a qualitative review of the core theoretical corporate image research domain and also evaluate the corporate image research field by employing a quantitative method, bibliometric technique, from 1970 to 2019. This research investigates the citations in the corporate image academic literature and analyses corporate image knowledge structure. This study uses the Web of Science database to analyse the highly cited documents. It tries to identify the most productive researchers, journals, countries, and institutions in corporate image research. Our research comprised 378 articles in business and management domain. For quantitative analysis, we adopted multidimensional scaling (MDS), hierarchical cluster analysis (HCA), and factor analysis (EFA) techniques to provide a comprehensive understanding of the corporate image knowledge structure. Besides, we used visualization views software (VOS) to provide a graphical visualisation of bibliographic materials for mapping journals, keywords, and institution with bibliographic and co-citation analysis. This research is practical for researchers to understand the corporate image trend. It is also a good source for the future scholar to identify the highly cited articles and used them in their studies. Furthermore, by leveraging the social identity theory and using the identified groups, researchers propose an agenda for future research which can fill the literature gap and offer the potential to extend and advance the corporate image field. This article has a profound contribution to offering an overall view of the leading trends and researchers of corporate image research domain over its history. The knowledge structure in the corporate image is uncovered by applying co-citation analysis to classify the most important effective researches in the corporate image establishment. A conceptual framework is developed which highlights essential implication for future researches.
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The strategic significance of B2B corporate brand image of global logistics corporate brand providers
John Balmer Brunel University Business School, Brunel University London, London, UK
Zhibin Lin Durham University Business School, Durham University, UK
Weifeng Chen Brunel University Business School, Brunel University London, London, UK
Xinming He Durham University Business School, Durham University, UK
Abstract This study examines the strategic significance of B2B corporate brand image of global logistics corporate brand providers in China offering international express parcel/postage delivery services. Drawing upon the dual-process theory in cognitive psychology, the study provides a novel conceptualisation of corporate brand image and develops a theoretical model linking to organizational buyers' decision with regard to contract renewal and price premium. Data were collected from 276 Chinese industrial customers of five prominent global logistics corporate brands operating in China: one Chinese (EMS), two US (FedEx and UPS) and two European (DHL and TNT). This study explores industrial corporate brand image from the perspective Chinese managers operating out of Dalian, a major Chinese logistic hub, utilize global express delivery services. In instrumental terms, the study sheds lights on the strategic importance of industrial corporate brand image in Chinese B2B contexts in bestowing industrial corporate brands with competitive advantage. Key words: Corporate Brand Image, China, Dual Process Theory, B2B Corporate Brand Image
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Everyday micro-influencers and their impact on corporate brand reputation
Jennifer Barhorst College of Charleston, USA
Graeme McLean University of Strathclyde, Scotland, UK
Joshua Brooks Columbus State University, USA
Alan Wilson University of Strathclyde, Scotland, UK
Purpose Social media influencers (SMIs) are an important actor within the social media domain impacting upon organisations and brands. Traditionally SMIs are seen as individuals with millions of followers (Audrezet et al., 2018), however, there are also micro-influencers who have a relatively small follower base of less than 10,000 followers (Lin, Bruning, & Swarna, 2018). These micro-influencers are now being recognised in the practitioner domain as having higher engagement and trust factors than a professional-type of influencer/ celebrity with their million-plus follower-base (Main, 2017; Hyman, 2018). There remains a dearth of research on (EDMIs) everyday micro-influencers (unpaid, non- commercial, social media micro-influencers who share their experiences of corporate brands with their followers as a part of their daily lives). This study sought to understand the impact that EDMIs can have on a firm’s corporate brand reputation through receivers being exposed to their positive and negative experiences. Secondly, we aimed to establish the specific variables that influence a receiver’s evaluation of a firm’s corporate brand reputation after exposure to positive and negative tweets from EDMIs Methodology A quantitative study of 372 Twitter users was undertaken with respondents being exposed to six positive and negative EDMI tweets about corporate brands in an online experiment that replicated the Twitter environment. Findings Our findings suggest that a change in corporate brand reputation does take place when receivers are exposed to both positive and negative everyday micro-influencer activity on Twitter. Our findings also suggest that receivers of positive valence EDMI tweets are more likely to seek additional information about a corporate brand’s reputation. In contrast, receivers of negative valence EDMI tweets are more likely to solely rely on emotional reactions when exposed to negative information. Finally, our study demonstrates that valence and type of tweet play a key role in determining the factors that influence a receiver’s perception of a firm’s corporate brand reputation after exposure to EDMI tweets. Management Implications
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These findings highlight the need for managers to utilize social listening platforms to closely monitor EDMI tweets about their organisation. Managers may then have an opportunity to amplify micro-influencers’ positive impact as recipients seek more information about the brand experience shared. However, managers also need to be vigilant and respond to negative valence EDMI tweets quickly, and use diffusing language when doing so. Originality and Value Although there has been research undertaken about the impact of celebrities and individuals with large numbers of followers, this research focuses on a very different but equally influential group, the everyday micro-influencers and their impact on corporate reputation.
References Audrezet, Alice, Gwarlann de Kerviler, and Julie Guidry Moulard. "Authenticity Under Threat: When Social Media Influencers Need to Go Beyond Self-Presentation." Journal of Business Research (2018) Hyman, B. "Micro-influencers are the new gatekeepers of social media." 2018. Web.
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The effect of celebrities’ professional identity on passion for work and its impact on corporate reputation: A research study in the environment of United Kingdom
Maria Jesus Jerez Jerez The Business School, Middlesex University London, UK
TC Melewar The Business School, Middlesex University London, UK
Pantea Foroudi The Business School, Middlesex University London, UK
Shahzeb Hussain The Business School, Middlesex University London, UK
Abstract The aim of this study is to investigate celebrities’ sense of self and their professional identity in the workplace. The principal objectives are to study the antecedents (employer brand, extroversion, multiple identities, education, stereotype and authenticity) and how this relationship affects passion for work and corporate reputation. Salience and work engagement are used as a moderator of this relationship to describe the meaning of the stimuli and the grade of work engagement. The complexity of the ‘professional identity’ relationship between the employee and characteristics of the corporate’s social mileau combines the situation specifically for applying mixed methodologies, where quantitative methodology is used to collect celebrities’ experiences and to consider employees’ perceptions, unencumbered by “what we expect to find or what we have read in the literature” (Creswell, 2013, p.48; Wild et al., 2017). This study is important because the effect of concepts, such as identity and connection for evolving specific job roles, is still under-examined in particular conditions. Employers need to work with and understand the ability of the individual framework of celebrities in job roles because these have repercussions on the principal interests, such as passion for work and corporate reputation(Paules, 1991). In connection with the potential managerial implications, one of the outcomes to corporate reputation and passion for work are the stereotype that society has of being a celebrity (Wildes, 2005). An expected result within the study can be established with the construction of an agentic role on the development of professional identities; this will present the specific explanatory example while contributing to the main elements of a professional identity authenticity (Cameron 2001; Palmer, 2010). Keywords: Celebrity endorser, professional identity, passion, corporate reputation
References Cameron, D. (2001) Chefs and occupational culture in a hotel chain: a grid-group analysis. Tourism and Hospitality Research, 3(2): 103–114. Foroudi, P., Melewar, T.C. & and Gupta, S. (2014) Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting." Journal of Business Research, 67(11): 2269-228.
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Paules, G. F. (1991) Dishing it out: Power and resistance among Waitresses in a New Jersey Restaurant. Philadelphia PE: Temple University Press. Ohanian, R. (1990) Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3): 39-52. Palmer, C.A., Cooper, J. & Burns, P.M. (2010). Culture, identity, and belonging in the ‘culinary underbelly’. International Journal of Culture, 4(4): 311-326. Wildes, V. J. (2005) Stigma in food service work: How it affects restaurant servers’ intention to stay in the business or recommend a job to another. T&H Research, 5(3): 213-233. Wild, D., Whiteman, B., Biggerstaff, D., McCarthy, K. & Szczepura, A. (2017) Qualitative research approaches used in UK nursing studies: An overview with examples. Medicalfinder, 50(3): 254-262.
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Beauty and the Beast: Aesthetics and Corporate Identity
Angela Bargenda ESCE International Business School, Paris, France
Key words Corporate aesthetics, corporate identity, corporate art collections, artification.
Purpose The study critically examines the claim that artworks and corporate art collections contribute a qualitative dimension to corporate identity by satisfying aesthetic, social and cultural standards. Methodology The multidisciplinary theoretical framework is supplement by empirical case studies of five European banks. Findings In the image-driven postmodern society, art is the new mode of expression of corporate identity. As aesthetic artefacts fulfil ethical objectives, they transcend decorative purposes and align with business strategy and corporate marketing programs. Used in internal and corporate communication, as much as in innovative management techniques, artworks contribute sustainable, socially-relevant and meaning-generating values to corporations. Artworks also establish transversal links with other areas of the humanities, such as history, literature, religion, and politics. Potentially, artworks humanise the corporate environment and therefore facilitate the restoration of trust, credibility, and legitimacy. Management Implications The study provides insights into how the arts interface with branding-related innovations at the corporate level, assisting managers in long-term decisions on value-based branding and identity construction. Originality and Value The originality of the study consists in exploring the interrelatedness of aesthetics and ethics in a multidisciplinary perspective, drawing on management and non-management literature, opening up new avenues for practice and scholarship. Furthermore, the inquiry addresses the research gap on corporate art in corporate identity literature.
References Balmer, J.M.T. (2008), Identity based views of the corporation: insights from corporate identity, organisational identity, social identity, visual identity, corporate brand identity and corporate image, European Journal of Marketing, Vol. 42 Nos 9/10, pp. 879-906. Balmer, J.M.T. (2017), “The corporate identity, total corporation communications, stakeholders’ attributed identities, identifications and behaviours continuum”, European Journal of Marketing, Vol. 51 Nos 9/10, pp. 1472-1502.
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Balmer, J.M.T. and Gray, E.R. (2003), “Corporate brands: what are they? What of them?”, European Journal of Marketing, Vol. 37 Nos 7/8, pp. 972-997. Balmer, J.M.T. and Greyser, S.A. (2002), “Managing the multiple identities of the corporation”, California Management Review, Vol. 44 No. 3, pp. 72-86. Berleant, A. (2018), Aesthetics and Environment: Variations on a Theme, Routledge, London. Biehl-Missal, B. (2011), Wirtschaftsästhetik. Wie Unternehmen die Kunst als Inspiration und Werkzeug nutzen, Gabler, Wiesbaden. Burghausen, M. and Balmer, J.M.T. (2014) “Corporate heritage identity management and the multi-modal implementation of a corporate heritage identity”, Journal of Business Research, Vol. 67 No. 11, pp. 2311-2323. He, H.-W. and Balmer, J.M.T. (2007), “Identity studies: multiple perspectives and implications for corporate-level marketing”, European Journal of Marketing, Vol. 41 Nos 7/8, pp. 765-785. Schroeder, J.E. (2001), Visual Consumption, Routledge, London. Strati, A. (1999), Organisation and Aesthetics, Sage, London. Strati, A. (2000b), “The aesthetic approach in organisation studies”, in Linstead, S. and Höpfl, H. (Eds), The Aesthetics of Organizing, Sage, London, pp. 13-34. Urde, M. (2013), “The corporate brand identity matrix”, Journal of Brand Management, Vol. 20 No. 9, pp. 742-761.
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Out of sight, out of mind: The nexus between consumer-related variables and consumers’ cognitive, affective and behavioural patterns in sensorial marketing
Tuğra Nazlı Akarsu The Business School, Middlesex University London, UK
TC Melewar The Business School, Middlesex University London, UK
Pantea Foroudi The Business School, Middlesex University London, UK
Abstract Building on environmental psychology theory, this research explores how consumer religiosity and perceived value influence brand sensuality, brand experience and consumer hedonism and how that, in turn, affects repurchase intention. While extensive contributions in the past literature have shown the influence of sensorial cues on individuals’ emotional and behavioural intentions factors such as personality traits and cultural and socio-cultural influences (Baraban and Durocher, 2001), which affect individuals’ reactions to sensorial cues and, in turn, affect their behavioural responses, have attracted very little attention. This study adopted a multidisciplinary approach and mixed-method research, where it employed a qualitative research method in the first stage, where focus groups (4 with 5 individual each) and interviews (9 semi-structured interviews) were involved and the quantitative research, self-administered questionnaires were employed. The conceptual framework was empirically assessed through a sample of 410 respondents, and multivariate analysis of the data was employed. Three elements of brand sensuality – audial cues, olfactory cues and haptic cues – influence brand experience. Consumer religiosity was found to moderate the relationships between olfactory cues and brand experience, and between social cues and brand experience; while consumer-perceived value was found to moderate the relationship between haptic cues and brand experience. Brand experience was found to have an influence on hedonism and repurchase intention, and hedonism was found to have an influence on repurchase intention. This research offers a plethora of implications not only for managers, but also for designers, decision-makers and consultants who wish to understand the influence of sensorial cues on brand experience, and the moderating effects of consumer religiosity and consumer-perceived value on the various sensorial cues and experience, which lead consumers to positive behavioural outcomes. This study contributes to the knowledge on sensory marketing by demonstrating that consumer religiosity and consumer-perceived value have an impact on individuals’ cognitive, affective and behavioural patterns, based on research on the effects of sensorial strategies in the fashion retailing context from the perspective of consumers, with Istanbul, Turkey, as the empirical context. This study has extended the current knowledge of brand sensuality by examining its influence on brand experience in the retail setting, since scholars over the past decade (Hulten, 2013; Krishna and Schwarz, 2014; Lindstrom, 2005) have urged researchers to investigate the possible influence of experience.
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References: Baraban, R. S., & Durocher, J. F. (2001). Successful restaurant design. New York: Wiley John Wiley and Sons. Hulten, B. (2013). Sensory cues as in-store innovations: Their impact on shopper approaches and touch behaviour. Journal of Innovation Management: The International Journal of Multidisciplinary Approaches to Innovation, 1(1), 17-37. Krishna, A., and Schwarz, N. (2014). Sensory marketing, embodiment, and grounded cognition: A review and introduction. Journal of Consumer Psychology, 24(2), 159-168. Lindström, M. (2005). Brand sense: build powerful brands through touch, taste, smell, sight and sound. New York: USA: Simon and Schuster Adult Publishing Group.
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The moderating effect of organisation size on the corporate identity - corporate social responsibility relationship
Marwa Tourky Exeter University Business School, UK
Ahmed Shaalan Cranfield School of Management, UK
Abstract Purpose - Various firm-level attributes are likely to affect corporate identity (CI) development and CSR participation, and understanding these effects is essential, as firms attempt to derive strategic value from both CI and CSR. Out of these, the issue of firm size is identified as both vital and rather unexamined (Blomback and Wigren, 2009; Bresciani and Eppler, 2010; Lopez-Gamero et al., 2009; Madden et al., 2006; Udayasankar, 2008). Distinctions between large companies and SMEs have been highlighted in the CI (e.g. Abimbola and Kocak, 2007; Cornelius et al., 2008; Micelotta and Raynard, 2011; Thomsen and Pedersen, 2000) and the CSR literature (e.g. Davies and Crane, 2010; Udayasankar, 2008). However, despite an extensive search, there is a paucity of literature outlining the influence of size on the relationship between CI and CSR. Accordingly, this paper investigates the potential moderating effect of organisation size on the CI-CSR relationship, hypothesising that organisation size has a significant influence on the strength of the relationship between the two constructs. Design/methodology/approach – Based on data collected from 126 senior executives working in UK food and beverage industry, this paper applies PLS-SEM to fulfil the above purpose. Research limitations/implications – Data were only collected from executives in the UK food and beverage companies. This research would benefit from replicative studies. Theoretical and Practical implications – The study argues that the attempts to distinguish or predetermine corporate branding and/or CI activities based on company size are unsupported in theory and unnecessary for the improved understanding of the concepts. In this sense, this study’s view on the effect of organisation size on CI-CSR relationship answers the call from the literature for identifying brand management practices that are most amenable to the SME situation (Berthon et al., 2008). Also, the study upholds that the current dichotomisation of CSR based on firm size is misleading in terms of what companies actually do and risks promoting a limiting attitude towards social responsibility. Originality/value – The study challenges previous research which suggest that size does affect CI and CSR participation, and represents an original contribution to knowledge that is hoped to provide both a platform and point of reference for subsequent CI-CSR research. Keywords: Corporate Identity, CSR, Organisation Size, SMEs
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References: Abimbola, T., and A. Kocak. 2007. Brand, Organization Identity and Reputation: SMEs as Expressive Organizations: A Resources-Based Perspective. Qualitative Market Research: An International Journal 10:416-430. Berthon, P., M. T. Ewing, and J. Napoli. 2008. Brand Management in Small to Medium‐ Sized Enterprises. Journal of Small Business Management 46:27-45. Blombäck, A., and C. Wigren. 2009. Challenging the Importance of Size as Determinant For CSR Activities. Management of Environmental Quality: An International Journal 20: 255-270. Bresciani, S., and M. J. Eppler. 2010. Brand New Ventures? Insights on Start-Up’ Branding Practices. Journal of Product & Brand Management 19: 356-366. Cornelius, N., M. Todres, S. Janjuha-Jivra, A. Woods, and J. Wallace. 2008. Corporate Social Responsibility and the Social Enterprise. Journal of Business Ethics 81: 355-370. Davies, I. A., and A. Crane. 2010. Corporate Social Responsibility in Small‐And Medium‐ Size Enterprises: Investigating Employee Engagement in Fair Trade Companies. Business Ethics: A European Review 19: 126-139. López-Gamero, M. D., J. F. Molina-Azorín, and E. Claver-Cortés. 2009. The Whole Relationship Between Environmental Variables And Firm Performance: Competitive Advantage And Firm Resources As Mediator Variables. Journal of Environmental Management 90: 3110-3121. Madden, T. J., F. Fehle, and S. Fournier. 2006. Brands Matter: An Empirical Demonstration of the Creation of Shareholder Value Through Branding. Journal of the Academy of Marketing Science 34: 224-235. Micelotta, E. R., and M. Raynard. 2011. Concealing or Revealing the Family? Corporate Brand Identity Strategies in Family Firms. Family Business Review 24:197-216. Thomsen, S., and T. Pedersen. 2000. Ownership Structure and Economic Performance in the Largest European Companies. Strategic Management Journal 21: 689-705. Udayasankar, K. 2008. Corporate Social Responsibility and Firm Size. Journal of Business Ethics 83:167-175.
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Corporate Heritage Brand identity characteristics and customer satisfaction: the case of the John Lewis Partnership
Ammar Sammour Coventry Business School, Coventry University Coventry, UK
Weifeng Chen Brunel University Business School, Brunel University London, London, UK
John Balmer Brunel University Business School, Brunel University London, London, UK
Purpose: This study examines the relationship between corporate heritage brand identity and customer satisfaction. Its focus is the John Lewis Partnership (JLP) which is a well- established British retail brands. The research examines the roles of price, quality, design, and symbol as well as corporate experience on customer satisfaction.
Design/methodology/approach: A quantitative survey research method was undertaken with useable data received from 596 respondents, and this was preceded by semi- structured interviews of JLP stakeholders to strengthen the hypotheses.
Findings: The results reveal that corporate heritage brand identity dimensions (price, quality, design and symbol) along with corporate brand experience have a positive impact on customer satisfaction.
Practical implications: The corporate heritage brand identity dimensions identified from this study have the potential to help brand managers develop and augment their corporate brand management strategy.
Originality/value: This is one of the first empirical studies on corporate brand heritage which has a customer focus and which, in addition, scrutinises the factors impacting on customer satisfaction. Moreover, its focus on a well-known British high street retail brand is also distinctive.
Keywords: Corporate brand heritage; corporate brand; brand strategy; Brand experience; Word of mouth; Satisfaction; John Lewis Partnership.
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An examination into how SMEs develop and conduct marketing and corporate communication strategies to achieve firm brand identities
Syed Alwi, SF Brunel Business School, Brunel University London, UK
Balmer, JMT Brunel Business School, Brunel University London, UK
Stoian, C Brunel Business School, Brunel University London, UK
Kitchen, PJ Salford Business School, Salford University Manchester, UK
Abstract
Purpose: This study investigates how marketing communication (MC) and corporate communication (CC) strategies are developed and conducted by small and medium-sized enterprises (SMEs) based in one of the emerging South-East Asian region namely Malaysia.
Methodology: A qualitative research method based on several in-depth interviews among SMEs owners and managers was conducted within SMEs located in a Southeast Asian emergent country, namely Malaysia.
Finding: Our key findings show that MC and emergent CC strategies coexist in SMEs, and are frequently closely interwoven, enabling us to introduce an integrated hybrid communication (IHC) theoretical perspective.
Managerial Implication: We offer a guiding framework for SME’s owners and managers on how they could develop their firm brand strategies and how to communicate it. Through IHC framework, we provide an understanding on how to conduct marketing and communication activities to the SMEs to conveying their emergent brand identities and reputations in order to sustain their business and achieve competitive advantage.
Originality/Value: Despite being widely practised by firms, empirical research concerning MC strategies is still scant (Nielsen and Thomsen, 2009). While many publications in the past testify to MC adoption by larger corporations (Gabrielli and Balboni, 2010), far less attention has been dedicated to CC strategies in SMEs (Nielsen and Thomsen, 2009). We offer a fresh insight into how the combination of MC and CC (which led to the introduction of IHC) can benefits the SME’s branding strategy.
References: Bresciani, S. and Eppler, M.J. (2010), “Brand new ventures? Insights on start-ups' branding practices”, Journal of Product & Brand Management, Vol. 19 No. 5, pp. 356-366
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Gabrielli, V. and Balboni, B. (2010), “SME practice towards integrated marketing communications”, Marketing Intelligence & Planning, Vol. 28 No. 3, pp. 275-290.
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Bridging the great divide: Barriers of corporate communications of luxury sustainable fashion brands
Zoe Lee University of Cardiff, UK
Iain Davies University of Bath, UK
Cara Pring BrandCap
Key words: corporate communication, sustainability, sustainable luxury, authenticity, ethics
Purpose: The spotlight of sustainability debate has primarily been focused on consumers (Davies et al., 2012; McDonagh & Prothero, 2014) and commoditised, lower value product; and less from an organisational perspective. Yet, there is an increasing focus on the sustainability dimensions in the luxury fashion which calls for better understanding and explicit efforts in terms of how luxury organisation can better communicate about their sustainability practices (Achabou & Dekhili, 2013; Balmer & Gray, 1999; Greyser & Balmer, 2006;). This is important given the rise of corporate hypocrisy and greenwashing that led to consumer confusion and a lack of brand credibility (Wagner et al., 2009). In this study, the authors examine how should luxury fashion brands craft and communicate a sustainable authentic corporate communication message. The authors critically analyse the perception of sustainable practices in luxury fashion by assessing its implementation in organisational practices, routines and procedures. The authors then explore how various luxury fashion brands organise corporate communications and seek to explain the differences. The theory of sense making (Weick, 1995) is used for better understanding of the communication process.
Methodology: The authors used interpretive and case study research approaches. The authors carried out semi-structured interviews with 10 luxury fashion brands’ founders, senior brand and sustainability managers of varying sizes. Archival data sources including documents, launch booklets, press releases and observations during visits to fashion trade show were also collected to allow triangulation
Findings: The study shows two dimensions of sustainability prevalent in luxury fashion: ‘sustainable ethos’ encompassing longevity and authenticity, and two ‘sustainable practice’ derived of both social and environmental elements. The authors also found that levels of sustainable engagement and communication vary significantly across cases. This has led to tensions surrounding confusion of interpretation, credibility and validity of corporate communications.
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Management implications: Sustainability communication in luxury fashion may requires several, tailored strategies, rather than one single approach to achieve a sustainable luxury future. The authors show four key types of communication in the luxury fashion ecosystem strategy.
Originality & value: This study highlights extreme ways luxury fashion brands communicate their sustainable practices, from being a ‘trendsetter’ to quietly communicating such practices, mirroring the ‘aura of authenticity (Grayson & Martinec, 2004). Hartmann and Ostberg (2013) argue that marketers construct authenticity through enchantment or moment of magic and myth. Here, the ‘unspoken product quality’ play an instrumental role in conveying authenticity; since it is an element which doesn’t need to be communicated or emphasised, but instead experienced by consumer. Future research can explore and examine the differential effect and its impact on various stakeholders. For example, under what circumstances is ‘aura of authenticity’ more prevailing compared to ‘objective authenticity’ in communicating sustainable messages?
References: Achabou, M. A. & Dekhili, S. (2013). Luxury and sustainable development: Is there a match? Journal of Business Research, 66, 1896-1903. Balmer, J. M. T. & Gray, E. R. (1999). Corporate identity and corporate communications: creating a competitive advantage, Corporate Communications: An International Journal, 4(4), 171-177. Balmer, J. M., & Greyser, S. A. (2006). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40(7/8), 730-741. Davies, I. A., Lee, Z., & Ahonkhai, I. (2012). Do consumers care about ethical-luxury?. Journal of Business Ethics, 106(1), 37-51. Grayson, K., & Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of Consumer Research, 31(2), 296-312 Hartmann, B. J., & Ostberg, J. (2013). Authenticating by re-enchantment: The discursive making of craft production. Journal of Marketing Management, 29(7-8), 882-911. McDonagh, P., & Prothero, A. (2014). Sustainability marketing research: Past, present and future. Journal of Marketing Management, 30(11-12), 1186-1219. Wagner, T., Lutz, R. J., & Weitz, B. A. (2009). Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions. Journal of Marketing, 73(6), 77-91. Weick, K. E. (1995). Sensemaking in organizations (Vol. 3). Sage.
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Brand ecosystem – concept, characteristics and challenges
Tim Oliver Brexendorf Otto Beisheim School of Management, Duesseldorf, Germany
Joachim Kernstock St. Gallen University, Switzerland
Abstract
Purpose – In recent years, some (corporate) brands have gained significant presence and dominance in the marketplace and have even challenged established market-leading brands in their respective domain. These brands often have created a brand ecosystem. We understand a brand ecosystem as a (corporate) brand that makes use of a network of interconnected, aligned and synergetic offerings and activities that address higher needs of consumers to build a salient, cohesive, trustworthy and adaptive entity and platform that provides (long-term) value to all involved parties. These ecosystems often provide digitally accessed, multi-industry solutions and reshape traditional industry boundaries and competition. Our paper aims contributing to the understanding of the concept of a brand ecosystem. We further aim to outline the characteristics that make brand ecosystems so powerful and the challenges (corporate) brands are confronted with.
Design/methodology/approach – This conceptual paper explains the concept, characteristics and challenges of brand ecosystems for corporate brands within the context of corporate marketing. Based on a literature review, the authors provide an overview of the domain, derive strategic options for corporate brands and develop avenues for future research in this domain.
Findings – Research and management practice have not fully realised the importance of brand ecosystems. We give first recommendation of building and sustaining brand ecosystems. The concept of brand ecosystems might explain recent developments and possible future changes in leading brands and category changes.
Research limitations/implications – The concept of brand ecosystem needs more conceptual and qualitative research to fully understand its impact.
Practical implications – Brand ecosystems are an opportunity for selected brands to grow beyond their boundaries and to become more salient and dominant. We evaluate the threats and opportunities and discuss possible strategic options.
Originality/value – We discuss the rise of brand ecosystems and their relevance for corporate brand management. We draw on several research streams in strategy, entrepreneurship, and brand management literature.
Keywords – Corporate marketing, Corporate brand, Brand ecosystem, Brand platforms
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References Balmer, J. M. T. (2012), “Corporate brand management imperatives: Custodianship, credibility, and calibration”, California Management Review, Vol. 54 No. 3, pp. 6-33. Moore, J. F. (1993), “Predators and prey: a new ecology of competition”, Harvard Business Review, Vol. 71 No. 3, pp. 75-86. Weill, P. and Woerner, S. L. (2015), “Thriving in an increasingly digital ecosystem”, MIT Sloan Management Review, Vol. 56 No. 4, pp. 27-34.
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