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Identity-Based Brand Management
This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand ...
Managing Negative Word-of-Mouth on Social Media Platforms
Ines Nee makes important key contributions to service recovery research by analyzing the effect of management response content towards negative online customer reviews on the observer’s purchase intention. This study is the first to provide a conceptual basis of observers’ behavioral reactions towards organizational complaint handling in the context of social media and to empirically test the effect of the two most resource-intensive response options of compensation and explanation. With the help of a profound experimental design, the author detects strategies on how hotel companies should respond towards negative online customer reviews in order to increase the observer’s purchase intention and the hotel company’s return on complaint management.
Distance in International Business
The twelfth volume in the Progress in International Business Research series presents extensive accounts of the contemporary scientific debate on how to assess the impacts of distance, both negative and positive ones, on the conduct of international business.
Research Handbook on Innovation in International Business
Expansive and engaging, the Research Handbook on Innovation in International Business takes a deep dive into technological, organisational, firm, and industry-level innovation. Contributions from leading experts in international business cover large multinational firms to SMEs and emerging markets, providing industry-specific insights into innovative solutions from across the globe.
Research Handbook on Foreign Exit, Relocation and Re-entry
This definitive Research Handbook explores the restructuring strategies of globalised firms, bringing together a wide range of topics from export exit, subsidiary divestment and market re-entry to relocation, offshoring and backshoring.
Online Shopping Intentions
In this book, the drivers and barriers that motivate or inhibit consumers to participate in e-commerce are investigated, differentiating between the e-commerce subareas of cross-border e-commerce, voice-commerce, conversational-commerce and rental-commerce. This specification is both scientifically and practically relevant, as the different subareas of e-commerce serve different consumer needs and motivations, resulting in a diverse set of antecedents to form consumers' online shopping intentions. Both the respective literature reviews as well as the empirical results of six conducted research studies illustrate the relevance and ubiquity of the four subareas of e-commerce in consumers' everyday online shopping. On the one hand, the results represent an important basis for marketing and consumer research to support a better understanding of the behavioral psychological motives of consumers and better evaluate correlations in shopping behavior. On the other hand, practitioners benefit from the newly gained insights, as online retailers in particular can use them to better adapt their offers to consumer needs and optimize consumers’ online shopping experience.
The Role of Origin of Fame in Influencer Branding
Based on a comprehensive quantitative study, Julia Sinnig shows that the impact social media influencers have on brand-related outcomes depends on the identification of consumers with social media influencers. Additionally, the cultural characteristics of countries in which consumers live play a significant role as to how consumers’ identification with social media influencers impacts their purchase intentions for brands that are advertised by these influencers. Through these conceptually and empirically profound analyses, the author detects interesting implications for the management of brands in the context of social media and brand management. Especially when it comes to choosing the most suitable social media influencer for brand cooperations it is not the origin of fame that counts, but whether customers identify with the influencer in the right way.
Retail Brand Equity and Loyalty
Julia Weindel provides novel implications for researchers and managers by first identifying the sector-specific main levers of retail brand equity. Second, she shows that retail brand equity and perceived value have a reciprocal relationship. The author analyzes which one of these has stronger effects on loyalty. Third, she addresses the interdependencies between brand beliefs, retail brand equity, and loyalty within multichannel retail structures. The study is forced through the knowledge that management of retail brands is highly valuable for scholars and managers, because retail brand equity is known to strongly influence consumer behavior in various contexts. The retail brand represents a valuable asset for retailers which need to know the levers of retail brand equity.
Brand Page Attachment
Barbara Kleine-Kalmer analyses the impact of branding in social networks and introduces the construct of brand page attachment. On the basis of a comprehensive quantitative study she validates the construct as relevant for user behavior and investigates which instruments and antecedents influence brand page attachment. Through these conceptually and empirically profound analyses, the author detects interesting implications for the management of brands in the context of social media.
The Moderating Role of FDI Motives and Embeddedness on the Performance of Foreign and Domestic Firms in Emerging Markets
Foreign firms entering emerging markets are usually assumed to be superior to the domestic competitors in the host country. Their superior firm specific advantages (FSAs) allow them to outcompete incumbent rivals and to internalize the gains from foreign direct investment (FDI) entirely. Most of these results are based on resource or efficiency seeking FDI. More recently, the motive for FDI in these markets has shifted to market seeking. A consequence of this shift is the need for foreign firms to get deeper embedded in the institutional environment of the host country. The institutional environment of emerging markets is considerably different from developed countries. Coping with the insti...
