The Branding Potential for the Digital Transmission of Live-Operas to the Cinema: An International Comparison of Estonia and Germany

Roll, Julia; Horst, Sven-Ove

doi:10.1515/bsmr-2017-0014

Cited by 5 publications

(2 citation statements)

References 56 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…De Vries and Fennis (2019) and Chabowski et al (2013) specifically mentioned the significant role of brand positioning strategy in influencing global branding. This finding is also similar to the comparison between Western and Eastern brands done by Roll and Horst (2017). However, very few studies if any focused on the tangible versus the intangible components of the brand that makeup the brand essence.…”

Section: In Depth Interviewssupporting

confidence: 83%

“…Furthermore, there is evidence in the literature regarding differences in the Western and Eastern approaches to branding. Roll and Horst (2017) stated that Western businesses tend to focus on developing sophisticated brand communication strategies across borders, whereas Eastern businesses and specifically Asian brands focus on consumer experiences and operational excellence in their global branding strategies. Accordingly, this justifies the importance for further investigating the possible differences in Arab-origin global brand building process as attempted in this study.…”

Section: Significance Of the Studymentioning

confidence: 99%

See 1 more Smart Citation

Can Arab-origin brands go global? An exploratory study

Farrag

Gharara

2022

JIMA

View full text Add to dashboard Cite

Purpose The purpose of this exploratory paper is to investigate and understand the most important factors that influence Arab-origin brands to go global and to appear in brand valuation studies. Design/methodology/approach Initially, content analysis on current literature has been conducted followed by qualitative research in the form of in-depth interviews with marketing experts that own or work for successful Arab-origin brands in Muslim countries. Data has been collected related to brands from Qatar, United Arab Emirates, Egypt, Kuwait and Saudi Arabia. A total of 20 in-depth interviews have been conducted by using face-to-face/online voice recorded method. Interviews have been transcribed, coded and analyzed. Findings Findings revealed that the main factors affecting the global branding process for Arab-origin brands are internal as compared to external factors. Some of the factors are common with factors in current literature such as dealing with local competition, however, many new factors as well have been identified like brand essence/meaning, internal marketing, top management support and entering mature markets. Cultural heritage plays a significant role in the strategy, creativity and leadership related to building global brands in Arab/Islamic countries. A preliminary model has been proposed based on the findings. Research limitations/implications This study is just a starting point for further research. The interaction and relationship between internal and external factors could be further investigated. For example, top management support can moderate the influence of local competition in global markets (Carpenter and Fredrickson, 2001). The proposed framework should be quantitatively measured across different brands for further analyzing the main factors that influence Arab/Islamic-origin brands to go global and generalizing findings. Furthermore, the role of each factor may differ from one industry to another. For example in service organizations, frontline employees are crucial to the success of the organization and challenging to standardize across global markets. Investigating the different combinations of strategy, creativity and leadership from one global market to another opens doors for further scholarly work in this area. Originality/value This is a pioneer study in attempting to understand the most relevant factors influencing Arab-origin brands to go global as compared to Western brands that are commonly researched in the literature. This study opens doors to further research related to Arab-origin brands globalization process as well as provides interesting insights to marketers and brand owners about the real reasons that may hinder and genuinely influence Arab-origin brands from taking their locally successful brands fully global.

show abstract

Section: In Depth Interviewssupporting

confidence: 83%

Section: Significance Of the Studymentioning

confidence: 99%