Brand Awareness in the Context of Mistrust: The Case Study of an Employment Agency

Ročkutė, Kristina; Minelgaitė, Inga; Zailskaitė-Jakštė, Ligita; Damaševičius, Robertas

doi:10.3390/su10030695

Cited by 11 publications

(9 citation statements)

References 40 publications

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“…Brand awareness, as the antecedent of brand commitment and brand loyalty, reflects the weight of a brand in the minds of consumers [58]; as such, it plays an important role in brand equity building for destinations. Related studies have mostly deemed that brand recall and brand recognition are the two key elements of brand awareness, from the perspective of consumers [42,59]. Brand recall reflects a consumer's ability to retrieve brands from memory and the familiarity of the brand [60], including the ability to retrieve a brand from a similar class and to remember brand characteristics [61,62].…”

Section: Brand Awarenessmentioning

confidence: 99%

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Bai

2020

Sustainability

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Tourist engagement in marketing activities for destinations has been seen as a new driving force for the sustainable development of such destinations and as an effective way to improve their brand equity. Based on the theory of value co-creation and the theory of consumer-based brand equity for destinations, this paper examines the antecedents of brand engagement and the causal paths among them and compares the estimated values of different paths with brand image, brand awareness, and brand quality as the independent variables; brand value and brand trust as the mediating variables; and brand engagement as the dependent variable, taking Shandong Province as an example. The final results show that brand image, brand awareness, and brand quality are all key antecedents of brand engagement; however, they play different roles. The total effect of brand quality is the largest, the total effect of brand awareness follows, and the total effect of brand image is the smallest. Furthermore, the mediating effect of brand value is larger than the mediating effect of brand trust. The results provide empirical support for promoting the management of brand equity for similar destinations and encouraging tourists to participate in value co-creation activities.

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Section: Brand Awarenessmentioning

confidence: 99%

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Bai

2020

Sustainability

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“…Hence, these benefits will add value to the company's revenue which may be the main goal of creating a concrete brand awareness. In order to achieve the true goal of brand awareness, companies employ a wide range of brand management strategies such as brand equity, brand personality and others as their main focus to elevate their position in the market and to create loyalty from the consumers, (Rockute et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

Enhancing Brand Awareness Via Halal Brand Personality

Ali

Razali

Othman³

2021

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This paper develops a multi-disciplinary measure of the Halal brand personally construct by means of literature review. This study explains that Halal brand personality involves (i) purity, (ii) excitement, (iii) sophistication, (iv) safety and (iv) righteousness on brand awareness. The concept of Halal brand personality is vital for service providers to create an awareness about their products and services in the consumers’ mind as this could be the catalyst for service providers to achieve sustainable competitive advantage (SCA). This is because the extraction of the five factors that contribute to the Halal brand personality is being regarded to be an assurance for halal products and services. It symbolizes the value that are not just for Muslims, but for non-Muslims as well.

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“…Moreover, knowledge is an important input for research and development as well as the innovation activities of all industries and ensuring the sustainability of organizations [3,4]. Especially for the Information Technology (IT) industry, the fast development of technology requires IT employees to learn more quickly, to share knowledge mutually, increase awareness and to reuse knowledge properly for a more innovative working environment [5]. Innovation is the goal for the success and sustainable development of any enterprise in the knowledge economy [6].…”

Section: Introductionmentioning

confidence: 99%

Increasing Innovative Working Behaviour of Information Technology Employees in Vietnam by Knowledge Management Approach

Phạm

Pham-Nguyen²,

Misra

et al. 2020

Computers

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Today, Knowledge Management (KM) is becoming a popular approach for improving organizational innovation, but whether encouraging knowledge sharing will lead to a better innovative working behaviour of employees is still a question. This study aims to identify the factors of KM affecting the innovative working behaviour of Information Technology (IT) employees in Vietnam. The research model involves three elements: attitude, subjective norm and perceived behavioural control affecting knowledge sharing, and then, on innovative working behaviour. The research method is the quantitative method. The survey was conducted with 202 samples via the five-scale questionnaire. The analysis results show that knowledge sharing has a positive impact on the innovative working behaviour of IT employees in Vietnam. Besides, attitude and perceived behavioural control are confirmed to have a strong positive effect on knowledge sharing, but the subjective norm has no significant impact on knowledge sharing. Based on this result, recommendations to promote knowledge sharing and the innovative work behaviour of IT employees in Vietnam are made.

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Brand Awareness in the Context of Mistrust: The Case Study of an Employment Agency

Cited by 11 publications

References 40 publications

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Enhancing Brand Awareness Via Halal Brand Personality

Increasing Innovative Working Behaviour of Information Technology Employees in Vietnam by Knowledge Management Approach

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