15 years however, corporate branding has emerged as a management discipline and practice that aims at meeting and embracing these challenges. The ultimate objective of corporate branding is to secure an enduring and consistent identity internally and image externally in an innovative and fl exible way. Within innovation studies, a similar development has been observed: a move from entrepreneurial and technology-based innovation Abstract Recent innovation literature describes a move from purely technical innovations towards more strategic innovations based upon social relations, a concept at the core of newer brand management and relationship marketing theories. Organisations that depend on innovation andhave also adopted corporate branding as their management philosophy are therefore suggested to rely on a brand management philosophy characterised by a high innovation and creativity climate. Using the Creative Climate Questionnaire, the study presented here compares the climate measured in the corporate branding departments of two large Danish companies with existing empirical reference material for very creative and innovative companies. The study results reveal that the climate in the corporate branding departments is at the same high level as the reference material. Further, by use of structural equation modelling the main driver for improving the overall perceived climate is identifi ed as the organisation ' s capability of creating debates such as discussions about different viewpoints, ideas, experiences and knowledge.
Online marketing communications (OMC) have either been an implicit part of the traditional communication disciplines or added as one, single discipline without much discussion about their role in integrated marketing communications (IMC). In this article, we first state a case why online communications are distinguished by more than their use of a new medium-the internet, and that online communications should, accordingly, not be integrated into the traditional disciplines. Subsequently, we discuss whether OMC tools can be contained in one, single discipline or if they are so varied that they need multiple disciplines. The discussion is rooted in a consideration of a range of online communication tools. As a result of this consideration we propose that OMC should be treated as a separate line of communication disciplines, and consequently we propose a new typology for OMC. doi:
Access to this document was granted through an Emerald subscription provided by 304077 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to state a case for consideration of low attention processing when advertising in industrial markets. Design/methodology/approach -Through a critical description of low attention processing the paper demonstrates how this framework can be applied in industrial markets. A case is made that it is relevant to consider low attention processing in industrial markets. Content analysis is subsequently applied to 48 advertisements for products that are deemed to invoke low attention. In the analysis, focus is on whether the advertisements employ emotional appeals in connection to brands and/or use intuitively understandable messages as would be advisable for attitude change through low attention processing. Findings -The analysis shows that emotional appeals are used little in advertisements targeted at the selected market and that advertisements in which the brand clearly is displayed in combination with positive emotional appeals are rare. This combination was only seen in three out of 48 advertisements. In addition, most advertisements are not intuitively understandable and thus require that the message receiver is willing and able to allocate resources to cognitively process the advertisement contents. Originality/value -This paper states a practical case for increased consideration of low attention processing and the necessity for an increased focus on customers' processing of business-to-business (B2B) advertising.
Purpose -The paper seeks to indicate where resources should be directed to utilize online marketing communication (OMC) further, including the identification of the diversity of OMC adoption, prioritization and future potential. Design/methodology/approach -A conceptual model of prioritization and potential of OMC, specified as a structural equation model is developed. Research data are collected from both Danish advertising agencies and major companies, and based on these data the model is estimated by using partial least squares (PLS). Findings -The adoption of OMC by companies, as opposed to advertising agencies, is rather diverse. Companies should take responsibility for the holistic utilization of OMC, as well as the development of holistic prioritization methods. Special attention should be given to online relationship communication, as this discipline is the primary driver of confidence in future potential, and online interactive communication, which has the largest potential for improvement.Research limitations/implications -The research is based on a single geographic market (Denmark), and its transferability to other markets can be questioned. The geographical constraint also means that the sample is limited. Originality/value -The paper presents original findings for online marketing communication planning and prioritization, and thereby adds to a green field that lacks both theory and practical recommendations.
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