Developments in marketing science: proceedings of the Academy of Marketing Science, Oct 8, 2014
ABSTRACT This study investigates the perceived destination image and identity by applying the con... more ABSTRACT This study investigates the perceived destination image and identity by applying the concept of brand personality and empirically examines their effects on loyalty towards a city as a brand. This affords a deeper understanding of how branding works in this context and provides a framework by which local governments can manage such loyalty.
Journal of Financial Services Marketing, May 30, 2014
ABSTRACT This study develops and investigates a framework for better understanding employer brand... more ABSTRACT This study develops and investigates a framework for better understanding employer branding. More specifically, the overall purpose is to provide a deeper understanding on how employer branding is used to attract and retain talent. An extensive literature review leads to a proposed conceptual framework focusing on two key research questions: How can the relationship between corporate branding, internal branding and employer branding in service industries be described? And, How can the role of corporate values in delivering the brand promise be described? A qualitative, case study approach is used to collect data from a financial services company in Sweden. The data collected and analyzed reveals that the areas of employer, internal and corporate branding are not mutually exclusive, but instead an intertwined collection of branding issues that together form the corporation’s core values. All of this together is what allows the corporation to in turn deliver its brand(s) promise to several stakeholder groups.
Purpose The purpose of this paper is to analyse factors influencing the propensity to share trave... more Purpose The purpose of this paper is to analyse factors influencing the propensity to share travel experiences in social media during a trip, across a sample of Millennial and Generation Z consumers in three different countries. Design/methodology/approach An online survey was sent to consumers between 16 and 30 years in Sweden, UK and India. Structural equation modelling and multigroup analysis was conducted to compare results between countries and generations. Findings Young travellers’ need for uniqueness (NFU) and opinion leadership (OL) with regard to travel tends to increase their propensity to share travel experiences in social media during a trip. Reflected appraisal of self is strongly related to NFU and OL and may therefore indirectly influence the propensity to share. Some differences were found between generations and countries. Research limitations/implications Future research could consider comparisons between travellers from younger and older generations. The hypothes...
ABSTRACT This study develops and investigates a framework for better understanding employer brand... more ABSTRACT This study develops and investigates a framework for better understanding employer branding. More specifically, the overall purpose is to provide a deeper understanding on how employer branding is used to attract and retain talent. An extensive literature review leads to a proposed conceptual framework focusing on two key research questions: How can the relationship between corporate branding, internal branding and employer branding in service industries be described? And, How can the role of corporate values in delivering the brand promise be described? A qualitative, case study approach is used to collect data from a financial services company in Sweden. The data collected and analyzed reveals that the areas of employer, internal and corporate branding are not mutually exclusive, but instead an intertwined collection of branding issues that together form the corporation’s core values. All of this together is what allows the corporation to in turn deliver its brand(s) promise to several stakeholder groups.
ABSTRACT This study investigates the perceived destination image and identity by applying the con... more ABSTRACT This study investigates the perceived destination image and identity by applying the concept of brand personality and empirically examines their effects on loyalty towards a city as a brand. This affords a deeper understanding of how branding works in this context and provides a framework by which local governments can manage such loyalty.
Journal of Business & Industrial Marketing, 2005
PurposeThe purpose of this study is to provide a better understanding on the use of web sites for... more PurposeThe purpose of this study is to provide a better understanding on the use of web sites for creating value in industrial buyer‐seller relationships.Design/methodology/approachThrough an extensive yet not exhaustive review of previous studies on business‐to‐business (B2B) web site development, the extranet level of a conceptual model (the I‐E‐I framework) is tested in an industrial setting in Sweden. Using four research questions as a guide, a qualitative, case study approach is followed in order to uncover both the industrial sellers' and buyers' perspectives on the true value of an industrial extranet.FindingsThe findings show that, for true value to be created at this level, both the seller and the buyer must not only take value out, but also put it in. Value in this setting focuses on information as the heart of true value creation, and the view that the extranet can indeed be considered the “super‐glue” of such seller‐buyer relationships.Research limitations/implic...
An Empirical Investigation on the Use of Marketing …, 1998
... 1994-2005 Tim Foster Page 2. Page 3. Industrial Marketing Communication ... 1994 2005 TimFo... more ... 1994-2005 Tim Foster Page 2. Page 3. Industrial Marketing Communication ... 1994 2005 TimFoster Luleå University of Technology Department of Business Administration & Social Sciences Industrial Marketing and e-Commerce Research Group December 2006 Page 4. Page 5 ...
Developments in marketing science: proceedings of the Academy of Marketing Science, Oct 8, 2014
ABSTRACT This study investigates the perceived destination image and identity by applying the con... more ABSTRACT This study investigates the perceived destination image and identity by applying the concept of brand personality and empirically examines their effects on loyalty towards a city as a brand. This affords a deeper understanding of how branding works in this context and provides a framework by which local governments can manage such loyalty.
Journal of Financial Services Marketing, May 30, 2014
ABSTRACT This study develops and investigates a framework for better understanding employer brand... more ABSTRACT This study develops and investigates a framework for better understanding employer branding. More specifically, the overall purpose is to provide a deeper understanding on how employer branding is used to attract and retain talent. An extensive literature review leads to a proposed conceptual framework focusing on two key research questions: How can the relationship between corporate branding, internal branding and employer branding in service industries be described? And, How can the role of corporate values in delivering the brand promise be described? A qualitative, case study approach is used to collect data from a financial services company in Sweden. The data collected and analyzed reveals that the areas of employer, internal and corporate branding are not mutually exclusive, but instead an intertwined collection of branding issues that together form the corporation’s core values. All of this together is what allows the corporation to in turn deliver its brand(s) promise to several stakeholder groups.
Purpose The purpose of this paper is to analyse factors influencing the propensity to share trave... more Purpose The purpose of this paper is to analyse factors influencing the propensity to share travel experiences in social media during a trip, across a sample of Millennial and Generation Z consumers in three different countries. Design/methodology/approach An online survey was sent to consumers between 16 and 30 years in Sweden, UK and India. Structural equation modelling and multigroup analysis was conducted to compare results between countries and generations. Findings Young travellers’ need for uniqueness (NFU) and opinion leadership (OL) with regard to travel tends to increase their propensity to share travel experiences in social media during a trip. Reflected appraisal of self is strongly related to NFU and OL and may therefore indirectly influence the propensity to share. Some differences were found between generations and countries. Research limitations/implications Future research could consider comparisons between travellers from younger and older generations. The hypothes...
ABSTRACT This study develops and investigates a framework for better understanding employer brand... more ABSTRACT This study develops and investigates a framework for better understanding employer branding. More specifically, the overall purpose is to provide a deeper understanding on how employer branding is used to attract and retain talent. An extensive literature review leads to a proposed conceptual framework focusing on two key research questions: How can the relationship between corporate branding, internal branding and employer branding in service industries be described? And, How can the role of corporate values in delivering the brand promise be described? A qualitative, case study approach is used to collect data from a financial services company in Sweden. The data collected and analyzed reveals that the areas of employer, internal and corporate branding are not mutually exclusive, but instead an intertwined collection of branding issues that together form the corporation’s core values. All of this together is what allows the corporation to in turn deliver its brand(s) promise to several stakeholder groups.
ABSTRACT This study investigates the perceived destination image and identity by applying the con... more ABSTRACT This study investigates the perceived destination image and identity by applying the concept of brand personality and empirically examines their effects on loyalty towards a city as a brand. This affords a deeper understanding of how branding works in this context and provides a framework by which local governments can manage such loyalty.
Journal of Business & Industrial Marketing, 2005
PurposeThe purpose of this study is to provide a better understanding on the use of web sites for... more PurposeThe purpose of this study is to provide a better understanding on the use of web sites for creating value in industrial buyer‐seller relationships.Design/methodology/approachThrough an extensive yet not exhaustive review of previous studies on business‐to‐business (B2B) web site development, the extranet level of a conceptual model (the I‐E‐I framework) is tested in an industrial setting in Sweden. Using four research questions as a guide, a qualitative, case study approach is followed in order to uncover both the industrial sellers' and buyers' perspectives on the true value of an industrial extranet.FindingsThe findings show that, for true value to be created at this level, both the seller and the buyer must not only take value out, but also put it in. Value in this setting focuses on information as the heart of true value creation, and the view that the extranet can indeed be considered the “super‐glue” of such seller‐buyer relationships.Research limitations/implic...
An Empirical Investigation on the Use of Marketing …, 1998
... 1994-2005 Tim Foster Page 2. Page 3. Industrial Marketing Communication ... 1994 2005 TimFo... more ... 1994-2005 Tim Foster Page 2. Page 3. Industrial Marketing Communication ... 1994 2005 TimFoster Luleå University of Technology Department of Business Administration & Social Sciences Industrial Marketing and e-Commerce Research Group December 2006 Page 4. Page 5 ...
Uploads