Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting

Foroudi, Pantea; Melewar, T.C.; Gupta, Suraksha

doi:10.1016/j.jbusres.2014.06.015

Cited by 188 publications

(344 citation statements)

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“…This study followed Foroudi et al's (2014 recommendation to conduct in-depth interview technique as semi-structured by developing qualitative protocol and design direct questions to discover essential motivation, belief, attitude and feelings about the topic. The interviews were collected face-to-face between October 2015 to September 2016.…”

Section: Methods and Analysismentioning

confidence: 99%

“…Nonetheless, these outcomes must be interpreted in some of significant limitations that are applicable for future research associated with method of sampling/analysis, as well as its measurement (Foroudi et al, 2014). The present investigations were undertaken in a particular background and location while in an another nation and dissimilar segment, the outcomes could not be equivalent.…”

Section: Limitations and Future Research Directionsmentioning

confidence: 95%

“…Nevertheless, the present examination offers a corroborated framework which highlights the relationship among the dynamics of a core competence. It strains to discourse the study gaps and answers to earlier demands for examinations from the viewpoint of marketers (Foroudi et al, 2014). The creation of a unique model for core competence is a fundamental provision of the current investigation.…”

Section: Research Implicationsmentioning

confidence: 99%

“…This study conducted 21 in-depth interviews with top managers in UK from different multinational organizations and 6 focus groups with total of 35 people (21 male and 14 female) with employees (see Table) and new empirical insights are offered, which helped the author to generate a deeper understanding about the research (Palmer and Gallagher, 2007;Yin, 1984) The research aim was to understand to what extent does digital technology influence marketing capability which loads to core competence and company's growth? This study followed Foroudi et al's (2014 recommendation to conduct in-depth interview 7 technique as semi-structured by developing qualitative protocol and design direct questions to discover essential motivation, belief, attitude and feelings about the topic. The interviews were collected face-to-face between October 2015 to September 2016.…”

mentioning

confidence: 99%

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Digital technology and marketing management capability: achieving growth in SMEs

Foroudi

Gupta

Nazarian

et al. 2017

QMR

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Purpose -The intentions of this study is to evaluate the constructs relationships in order to gain more insight and definitive clarification of the factors related to company's growth in UK. Based on resource-advantage theory, this research addresses "to what extent does digital technology influence marketing capability which loads to company's growth?" Design/methodology/approach -The data was gathered through 21 in-depth interviews with managers from different multinational organizations and 6 focus groups with employees and new empirical insights are offered.Findings -The study identifies the two key components of digital technology (information quality and service convenience). In addition, the relationships between digital technology, tangible/intangible assets, and marketing capabilities perform significant role of facilitator between company's growths.Research limitations/implications -The focus on UK SMEs limits the generalisability of the results. Further study should be collected in other sector and country settings in order to examine the associations recognized in the current study.Originality/value -This study illustrates the main impacts of digital technology on intellectual/physical assets that while managers and employees have specified that marketing capability is significant for organizations, there are a few other areas of concern with regard to consequences related to company's growth, competence, and core competence, particularly in a SMEs settings. Keywords Achieving Growth in SMEsUnderstanding the factors of superior firm's performance is a theme of consistent discussion and of significant interest to both researchers and practitioners (Fahy et al., 2000). The view of core competence was presented by Andrews (1971) as "what the company can do particularly well" (p. 46). However, an earlier paper by Ansoff (1965) who portrays core competence in a rich argument of its meaning which known as 'common thread' (p.105).Ansoff (1965) signifies the business competencies as "a relationship between present and future product markets which would enable outsiders to perceive where the firm is heading, and the inside management to give it guidance" (p.105). Previous findings presented by Andrews (1971) accomplished significant study of core competence carried out by Prahalad and Hamel (1990). Prahalad and Hamel (1990) illustrated core competence as the core system that "provides nourishment, sustenance, and stability" (p.82). The experiential study of marketing capabilities is also underlined being given increased attention in the academic literature (Blesa and Ripolles, 2008;Ribeiro et al., 2009;Tsai and Shih, 2004;Vorhies and Morgan, 2005;Weerawardena, 2003). Marketing capabilities employ a substantial and optimistic result on customers' satisfaction, which eventually indicate to superior organizational performance in terms of sales, profit and competence (Santos-Vijande et al., 2012).What distinguishes this paper is greater understanding of digital technology and its influence on design inno...

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Section: Methods and Analysismentioning

confidence: 99%

Section: Limitations and Future Research Directionsmentioning

confidence: 95%

Section: Research Implicationsmentioning

confidence: 99%

mentioning

confidence: 99%

See 2 more Smart Citations

Digital technology and marketing management capability: achieving growth in SMEs

Foroudi

Gupta

Nazarian

et al. 2017

QMR

Self Cite

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“…An early meta-analysis confirmed the dual-mediation model and indicated an especially large role of the indirect influence of attitudes toward the ad on those toward the brand [26]. Accordingly, this model is widely used, with applications reaching so far as to financial service evaluations [27] or to internet usage [28].…”

Section: A Model For Brand Buildingmentioning

confidence: 90%

Predicting Brand Perception for Fast Food Market Entry

Teichert¹,

Effertz²,

Tsoi³

et al. 2015

TEL

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We present a combined and integrative market research approach to address common, but potentially neglected problems resulting from consumers' perceptions towards food brands. Our findings provide improved response measures and guidance for market entry strategies of established and novel food brands. Two knowledge sources and methods are combined to derive a model of brand perception: experts' opinions are elicited using the Analytic Hierarchy Process (AHP) to generate an overall causal effects framework for food brands. Complementary hereto, a survey of potential consumers retrieves consumers' perceptions regarding market entry scenarios of different food brands. A remote metropolitan area (Novosibirsk) was chosen as quasi-laboratory setting to simulate the market introduction of alternative fast food brands. Insights are gained about the interdependence of branding and advertisement effects. As expected, consumers' attitudes towards the brand and towards the ad are the key success factors for any type of brand. Different responses depend on consumers' expectations towards novel or established brands. Otherwise, the paper provides a proof of concept to integrate AHP and experts' assessments with consumer surveys. Findings indicate a large potential to join external and internal perspectives for obtaining more valid market assessments before the real market entry. Managers might need to enhance their model of assessed consumer perceptions with expert opinion before entering a market in order to align their advertising accordingly. Global and local brands face distinctively different market entry barriers. Novel global brands constitute a promising alternative for a food company wishing to enter a new market. Managers need to decide whether a combined specific approach is necessary and eventually incorporate it in case of new foods brands. A novel method is introduced to assess market perceptions of food brands before the latter actually enter the market. A combined approach incorporates expert opinions to enhance incomplete consumer information. Findings indicate strong interaction effects between brand and advertisement related factors which in turn strongly influence consumers' perceptions.

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Role of fresh start mindset framing in reducing stigma and promoting mental health help‐seeking behavior

Lee

Yoon

Joo

2023

J of Consumer Behaviour

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One challenge in promoting mental health help-seeking behaviors is the masculine norm ingrained in the U.S. Using experimental data, this article examines how fresh start mindset (FSM) framing can be effective in helping reduce the stigma associated with mental health help-seeking behaviors and increase the promotion of positive attitudes and word-of-mouth of the mental health messages among men (vs. women). This study uniquely reveals that FSM framing in mental health ad campaigns might help men switch from the mindset that mental health help-seeking behaviors equate to showing weakness to one of help-seeking behaviors as a fresh start. Further, this study demonstrates that males with high issue involvement levels and females with low issue involvement levels respond to FSM framing more favorably. Thus, issue involvement levels form the critical boundary conditions. The authors also reveal that attitudes toward the ads operate as an underlying mechanism in FSM framing effects on responses. | INTRODUCTIONMental health problems such as depression and stress are concerning issues of public health. While some people might be more vulnerable to mental health issues than others, everyone faces challenges at some point in their lives, and no one is immune (Kessler et al., 2007).It has been documented that 1 in 5 Americans experiences a mental illness in a given year (Reinert et al., 2021), and 1 in 25 Americans lives with a serious mental illness (e.g., schizophrenia, bipolar disorder, or major depression) (Substance Abuse and Mental Health Services Administration, 2016). 1 in 5 adolescents in the U.S. has had a seriously debilitating mental illness either currently or at some point during their life (Merikangas et al., 2010). Therefore, it is essential for us to understand mental health awareness campaigns that speak to the general public are in order to and help others who suffer from mental health issues and/or to prepare ourselves for mental health issues that might arise in the future (WHO, 2022).However, there is a barrier to overcome to increase the effectiveness of mental health awareness campaigns, and that is the stigma, the negative or discriminatory attitudes, associated with mental health help-seeking, such as the belief that those who seek mental health help-seeking are incompetent and weak (McCusker & Galupo, 2011).Prior research has revealed that men tend to hold more negative attitudes toward using mental health services than women (Yousaf, Popat, & Hunter, 2015) due to the socially constructed masculine norms for males, ingrained in the society of the U.S. (Barry, 2017;Mayer, 2018). In the literature on mental health, there has been a general agreement that masculine norms are closely linked with mental barriers (e.g., gender role conflicts, embarrassment) (Yousaf,

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Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting

Abstract: The marketing literature reflects that there is no systematic study of the effect of a logo on consumer evaluations of logos. This research addresses two questions: (1)

Cited by 188 publications

References 88 publications

Digital technology and marketing management capability: achieving growth in SMEs

Digital technology and marketing management capability: achieving growth in SMEs

Predicting Brand Perception for Fast Food Market Entry

Role of fresh start mindset framing in reducing stigma and promoting mental health help‐seeking behavior

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