PurposeBrands scintillate on the twin pillars of external brand communication and staff commitment to the envisioned customer experience (CE). However, until very recently the contribution of staff to internal brand building has not received the importance it deserves. With customers becoming more knowledgeable and moving towards a holistic experience rather than buying “products”, the quality of customer interaction (CI) is becoming the deciding factor in brand creation and CE. From this on‐going research based on the emerging services dominant logic popularised by Vargo and Lusch, this paper aims to explore a model to measure the awareness, understanding and commitment of staff to the vision of the service‐oriented brand.Design/methodology/approachAnswers to a Likert questionnaire with six question sets will give researchers an insight into the awareness, understanding and commitment of staff to the brand vision. At a later stage researchers will use the above data to calculate the internal brand proprietor‐like quality rating of the organization based on the percentage of employees at high/low internal brand proprietor levels. Findings will assist in understanding and improving quality of CI and brand image.FindingsSuccessful brand builders identify and spend aggressively on interactions that will have the most impact on revenue growth and profitability and ensure that the touch points that matter are synchronized to successfully convey the brand's promise (Hogan).Research limitations/implicationsLimitations of this research are sample constraints and test persons being highly involved in the research. More accurate results could be obtained if future research is carried out on a sector‐wise basis.Originality/valueThe paper explores a model to measure the awareness, understanding and commitment of staff to the vision of the service‐oriented brand.
Purpose – The purpose of this paper is to explore the relationship between organizational culture and brand identity in the retail food and beverage industry and also to explore how independent retail coffee shops and cafes build their brands. The evolution of coffee drinking in many new markets is following a pattern similar to the one witnessed in New Zealand. Design/methodology/approach – A qualitative approach using semi-structured interviews, field notes, photographs and empirical material was carried out with 15 independent coffee shops and nine franchise coffee shops in Christchurch, New Zealand. In total five different approaches were adopted to provide diverse observations to compliment every angle of the research setting by using triangulation. Findings – The findings from this research reveal that an appropriate brand name helps to ease the process of brand identity creation. The personality of the market leader strongly influences organizational culture, and a constant flow of updated business intelligence plays an important role in creating a distinctive brand identity. Internal marketing and personal values are key to constructing internal culture while the acculturation process plays an important role in developing internal culture and building brand identity. Research limitations/implications – Difficulty in getting participants was a major limitation because many employees/owners declined to take part in the research due to the nature of their work which required full attention to serve customers when the outlet is operating. Originality/value – In previous years, research has focused on interaction between the organization and their customers (Hoeffler, 2003). This study extends previous research by investigating the internal culture of the organization and its relation to brand identity building within the organization.
Identity is vital when communication takes place. Thus, building a strong brand identity has become a prime marketing concern for many business owners. In previous years, the focus was on the communication between the organisation and the customers. This study extended previous research by focusing on the business concept and identity and their approach of communicating themselves (brand) to the public, a step further in safeguarding a place in the enormous business industry. A qualitative approach with semi-structured interviews ware used to explore the food and beverage industry, focusing on independent coffee shops. The interviews were carried out with five independent coffee shops in Kuala Lumpur, Malaysia. According to the finding of this research, there is a lacking in the investment on the execution of brand for these independent coffee shops. This research also initiates that the inclusion of (the owner's) roots, identity, and meaning of names are relevant when building an identity of a brand to have a distinctive business concept. This study contributed to our understanding of how brand identity was built and then connected it to the internal culture of the coffee shop. The findings suggested that the process of creating and building a brand identity was more complicated than just producing the visual imagery in order to build and communicate distinctively.
Purpose -The purpose of this study is to estimate the relative contributions of individual marketing mix variables to sales as well as short-term and long-term effects of advertising in India. Design/methodology/approach -Time-series data on sales and marketing mix variables have been collected for two brands. Two double-log regression modes have been fitted on data to estimate the relative contribution of each effort as well as to isolate the amount of sales due to advertising only. In addition, a log-linear partial-adjustment model has been fitted on adjusted sales and advertising data to estimate both short-term and long-term effects of advertising. Findings -Results reveal that all the marketing mix variables have significant relative contributions to sales in both the cases. It is also found that advertising does have significant short-term and long-term effects on adjusted sales for both the brands. Practical implications -Findings provide a deep insight in dynamic perspective of advertising that make them eminently suitable in the process of allocation of budget to achieve both the short-term and long-term goals of advertising. Originality/value -This research made a notable contribution to the literature due to lack of quantitative modeling works on marketing data reported in the field of advertising in India.
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