IMC antecedents and the consequences of planned brand identity in higher education

Foroudi, Pantea; Dinnie, Keith; Kitchen, Philip J.; Melewar, T.C.; Foroudi, Mohammad M.

doi:10.1108/ejm-08-2015-0527

Cited by 95 publications

(133 citation statements)

References 113 publications

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“…Focus groups examine the phenomenon in-depth by stimulating discussion between members (Foroudi et al, 2014(Foroudi et al, , 2017(Foroudi et al, , 2018 to investigate new ideas during the process of gathering data. In-depth interviews assist to gain deeper grasp of the phenomenon, and gather attitudinal and behavioural data (Foroudi et al, 2014(Foroudi et al, , 2017a(Foroudi et al, , 2018. The results obtained from the focus groups and interviews assisted in obtaining the additional data that were not established from the literature review.…”

Section: Methodsmentioning

confidence: 99%

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Evaluating the factors of corporate website favorability: a case of UK and Russia

Ageeva

Melewar

Foroudi

et al. 2019

QMR

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Purpose This study aims to evaluate the significance of the corporate website favorability notion and examines its factors in developing competitive advantage in the context of retail and service settings in the UK and Russia. Design/methodology/approach Based on the attribution, social identity and signaling theories, this study adopted the qualitative exploratory approach by conducting 14 interviews with retail experts and eight focus groups with retail users in the UK and Russia, combined with experts in website design, communication and marketing. Findings The study findings indicated that it is crucial to build and maintain a favorable corporate website that reveals the corporate identity as part of the overall company strategy. The study suggests that navigation, visual, information, usability, customization, security, availability, website credibility, customer service, perceived corporate social responsibility and perceived corporate culture are the factors of corporate website favorability that contribute to the company’s competitive advantage. The findings show that consumers from Russia as well as from the UK found the significance of a favorable corporate website (i.e. corporate website favorability), as well as the factors affecting corporate website favorability. However, consumers in the UK are more critical and demanding in the level of expectation of the website overall and put more weight than consumers from Russia on the perceived corporate social responsibility, perceived corporate culture, customer service and website credibility. Practical implications Corporate website favorability should be adopted by the companies, as part of the overall corporate identity management. Furthermore, it is advised to take into consideration the variations in the level of importance of the factors of corporate website favorability in different countries. The findings of this study suggest that this investigation will make a considerable managerial contribution to the understanding of a company’s decision-makers, communication professionals and website specialists about the building of a favorable corporate website in line with corporate identity strategy of the company. Originality/value There has been little systematic study of the effect of corporate websites on consumer evaluations of the websites; also, there is a lack of research with regard to the factors that contribute to the development of a favorable corporate website (i.e. corporate website favorability). This is the first study of its kind to find the effect of corporate website favorability in Russia, representing a non-western country, and the UK, representing a western country. Therefore, it contributes to the corporate visual identity literature by presenting the corporate website favorability construct and demonstrating the factors that influence corporate website favorability.

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Section: Methodsmentioning

confidence: 99%

“…Marketers frequently use attributional (Foroudi et al, 2014(Foroudi et al, , 2017a theories in corporate identity and corporate visual identity studies. Thus, consumers rely on the company's intentional communication (i.e.…”

Section: Introductionmentioning

confidence: 99%

Evaluating the factors of corporate website favorability: a case of UK and Russia

Ageeva

Melewar

Foroudi

et al. 2019

QMR

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“…Since the 1990s, corpcom programmes have become increasingly important due to multiplicity of media channels, fragmented audiences, increasingly diverse stakeholders involved in the firm, and technological developments (Argenti, 2006;He and Mukherjee, 2009;Invernizzi and Romenti, 2013). In analysing these and other factors and their effect on communication, many authors initiated studies which focused upon stakeholder perceptions about the ways a firm may express itself and such communication studies have multiplied ad nauseum (Forman and Argenti, 2005;Foroudi et al, 2016;Schultz and Kitchen, 2004). Unsurprisingly, this resulted in diverse definitions of corporate communications.…”

Section: Focusing On Corporate Communicationsmentioning

confidence: 99%

“…In order to understand the main features of corpcoms, both corporate and marketing communications' must be compared. Corpcoms goals differ in their nature from marketing goals because they serve a broader variety of stakeholder groups (Foroudi et al, 2016). In general, corpcomsowing to the strategic use of corporate brands -aims to present, augment, improve, or, in some cases, stabilise a company's overall image and reputation (Melewar and Jenkins, 2002).…”

Section: "That Set Of Activities Involved In Managing and Orchestratimentioning

confidence: 99%

Developing corporate communications: insights from the Italian scenario

Palazzo

Foroudi

Kitchen

et al. 2020

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Purpose Based on the managerial perceptions from large firms, this paper aims to explore the emergence, growth and importance of corporate communications and how it is evolving and creating competitive advantage for Italian firms. Design/methodology/approach A qualitative approach is deployed, comprising in-depth interviews with senior managers from Italian corporations from a broad spectrum of industries, including: energy, telecommunications, automotive, transport, retail chain, appliances, technology and engineering, private shipping, government-owned holdings, marketing consultancy and construction. Findings The paper offers insight into corporate communications (corpcoms) practices in the sampled companies. The paper shows that corpcoms involves a complex range of activities leading to performance – managed and implemented under CEO direction. Practical implications Corpcoms is perceived as a strategic concept with effective application relative to managing corporate image and reputation. The findings offer insights for communication professionals who deal with corpcoms, branding and marketing communications. Originality/value Corpcoms can be viewed via the lens of social actors’ perspectives, i.e. via practitioners – including brand managers and senior executives, as they possess practical knowledge of business practice in specific contextual business settings and have the managerial ability and remit to design, implement and evaluate integrated corpcoms.

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“…As the essential element brand awareness directly hits the intellection of the audience as well as leads to brand loyalty. Generating brand awareness is generally the first and foremost step in order to develop a brand (Foroudi, Dinnie, Kitchen, Melewar, & Foroudi, 2016).It doesn't involve containing know how about the brand or having anobservation about the brand, it involves the relationship with the brand name, logo, sign, symbol, plus complete knowledge of brand in the perceptions of the end users. It is also an important instrument in the development of intercommunication because beyond brand awareness possibility does not exist in order to achieve the consequences of corresponding.…”

Section: Brand Awarenessmentioning

confidence: 99%

Impact of Social media brand communication on Brand Knowledge: Mediating role of Brand Image & Brand Awareness Application of CBBE model theory of Keller

et al. 2018

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In 21st century, where the use of social media is growing day by day. Individuals prefer social media for personal and professional use. Corporations are also communicating with their customers through the social media. Which increase awareness about the product of a specific brand. That ultimately develops brand knowledge. The basic objective of this study is to explore the relationship between the social media brand communication and brand knowledge by considering brand image and brand awareness as mediators. This study is quantitative in nature so for the purpose of data collection we adopted questionnaire method. 200 questionnaires were distributed among the students of thebusinessdepartment. Data was tested through SPSS (Statistical Packages for the Social Science) as well as AMOS (Analysis Movement of Structure) Software. Findings of this research show there is apositive and significant relationship among social media brand communication and brand knowledge. Moreover, brand image and brand awareness have extensively mediated the relationship between social media brand communication and brand knowledge.

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IMC antecedents and the consequences of planned brand identity in higher education

Cited by 95 publications

References 113 publications

Evaluating the factors of corporate website favorability: a case of UK and Russia

Evaluating the factors of corporate website favorability: a case of UK and Russia

Developing corporate communications: insights from the Italian scenario

Impact of Social media brand communication on Brand Knowledge: Mediating role of Brand Image & Brand Awareness Application of CBBE model theory of Keller

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