Brand champion behaviour: Its role in corporate branding

Yakimova, Raisa; Mavondo, Felix T; Freeman, Susan; Stuart, Helen Joyce

doi:10.1057/s41262-017-0057-1

Cited by 11 publications

(4 citation statements)

References 62 publications

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“…customer) which has been strongly encouraged in previous studies (e.g. Balmer, 1995;Pratihari and Uzma, 2018;Yakimova et al, 2017). In particular, SDGs have impacted environment and socio-economic sections positively in many perspectives.…”

Section: Food Choice Behaviormentioning

confidence: 82%

Food choice behavior: a case study in South Korea

Kim

Lee

Barber³

2021

BFJ

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PurposeWith dining out increasing globally, policy making and research have been on menu labeling as a source for meaningful nutrition information. Yet, despite attempts to mandate menu labeling and the studies examining consumer's perception of menu nutritional information and how this perception impacts dining behavior and intention to consume, concerns for obesity and malnutrition continue to be at the forefront of public health discussions. This study attempts to comprehend consumers' nutritional goals, intention and food choice behavior, thereby suggesting how to leverage this information for change.Design/methodology/approachUsing survey data and a proposed and validated theoretical model, the study identified the different aspects of consumer's food choice by analyzing the relationship of consumer's perceived importance toward nutrition information, food choice and healthy daily behavior, and intention to improve health.FindingsConsumers who perceive higher importance of nutrition information are more likely to choose healthy food when dining out and have stronger health improvement intention. The results also suggested healthy food choice and healthy daily behavior positively influenced health improvement intention.Originality/valueDespite the previous studies on menu labeling and the numerous policy mandates, there is still concern about the food choice behavior of consumers while eating out. No serious effort exists to regulate food service providers similar to the regulation of other consumer products, whereby consumers are generally protected from harm. This study suggests through education, promotional marketing and industry partnerships, motivating and leveraging consumers' desire for healthy food choices could move food service providers and policy makers to change what information is provided.

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Section: Food Choice Behaviormentioning

confidence: 82%

Food choice behavior: a case study in South Korea

Kim

Lee

Barber³

2021

BFJ

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“…Also linking to change, Yakimova et al (2017) undertake research grounded in social identity theory and rhetorical theory from change management literature, to explore why and how brand champion behaviour operates within companies when implementing a new corporate brand strategy. The research also considers the tension in corporate branding literature concerning the need for control and flexibility.…”

Section: Corporate Identity and Brandingmentioning

confidence: 99%

Journal of Brand Management: year end review 2017

Powell

2017

J Brand Manag

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A review and reflection on key topics plus identification of future research avenues from within the Journal of Brand Management during 2017 that included a special issue focused on the theme of (1) brand and cocreated innovation. Six additional themes within the Volume include: (2) online and digital branding, (3) luxury branding, (4) brand personality, (5) brand experience, (6) brand equity and (7) corporate identity and branding.

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“…The importance of corporate brands and corporate marketing has been on the rise (Laforet, 2015;Yakimova et al, 2017). The emphasis on corporate brand-level issues comes from the belief in the effectiveness of building a strong corporate brand to benefit all products and services of a corporation (Brexendorf and Keller, 2017) by gaining support from different stakeholders (Hatch and Schultz, 2003).…”

Section: Introductionmentioning

confidence: 99%

“…The importance of corporate brands and corporate marketing has been on the rise (Laforet, 2015; Yakimova et al. , 2017).…”

Section: Introductionmentioning

confidence: 99%

How does corporate hypocrisy undermine corporate reputation? The roles of corporate trust, affective commitment and CSR perception

Lee,

Hur

2024

JPBM

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Purpose Corporate hypocrisy occurs when a discrepancy exists between corporate talk and actions. As companies assume more extensive economic, societal and global roles, they are more likely to encounter situations in which their words and actions are inconsistent. Therefore, a company’s ability to cope with such situations is becoming increasingly important. This study aims to examine the negative effects of corporate hypocrisy on corporate reputation. First, it reveals the underlying mechanisms by presenting corporate trust and affective commitment as parallel mediators. Additionally, it explores how corporate social responsibility (CSR) perceptions mitigate the indirect effects of corporate hypocrisy. Design/methodology/approach Data were collected through an online survey conducted at two time points in the context of Korean retail banking companies. A total of 313 respondents participated in a two-wave online survey using a multistage sampling technique to ensure a representative population sample. This study used the Mplus-based Hayes’ PROCESS Macro to test the research hypotheses. Findings The results show that corporate hypocrisy negatively affects corporate reputation by impeding customers’ corporate trust and affective commitment. These negative indirect effects are mitigated when customers’ perceptions of CSR are high. Originality/value By establishing a parallel moderated mediation model that captures the impact of corporate hypocrisy. To the best of the authors’ knowledge, this study presents important academic and managerial implications that have not been provided in the literature.

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Brand champion behaviour: Its role in corporate branding

Cited by 11 publications

References 62 publications

Food choice behavior: a case study in South Korea

Food choice behavior: a case study in South Korea

Journal of Brand Management: year end review 2017

How does corporate hypocrisy undermine corporate reputation? The roles of corporate trust, affective commitment and CSR perception

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