Five areas to advance branding theory and practice

Abstract

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Brand innovation and social media: Knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability

“…An example includes Coca-Cola's 'Share a Coke' campaign. Price (2014) suggests that this campaign has taken social media branding to a different level because it builds on knowledge gleaned from social media and, to a large extent, incorporates that knowledge into the organization with the mass customization (and production) of bottle labels (Melewar & Nguyen, 2014). Another example is the gifting of 'red envelopes', a Chinese New Year tradition of gifting money, on the WeChat (or Weixin) app.…”

“…A lack of technology and market knowledge is shown to be fatal, diminishing firms' performance levels . The ability to acquire knowledge from social media may prevent such negative outcomes (e.g., Melewar & Nguyen 2014).…”

Brand ambidexterity and commitment in higher education: An exploratory study

“…Brand ambidexterity is here conceptualized as the ability to pursue two contrasting strategic directions simultaneously (e.g., Beverland et al, 2015;Melewar & Nguyen, 2014). That is, these universities may emphasize and orient the organization to pursuit both types of opportunities, choose one type of opportunity over the other, or fail to develop a strategic orientation that attends to either opportunity type (Gedejlovic et al, 2012).…”

Journal of Brand Management – Year end review 2016

“…For various reasons, including heightened competition, increased student mobility, and government-backed funding reductions, branding and brand management in Higher Education has been a burgeoning topic during the last decade or so (Balmer and Liao, 2007;Chapleo, 2011;Joseph et al, 2012;Melewar and Nguyen, 2014). Accordingly, while drawing on the selfconcept theory, Japutra et al (2016) investigate Brand Logos and develop a framework for achieving commitment through selfcongruence and brand logo benefit in the context of the Indonesian Higher Education services sector.…”