Approaching the utopia of a global brand

2015 ◽  
pp. 61-78
Author(s):  
Lorena Pérez Hernández
Keyword(s):  
Global Brand

Le imprese del distretto della riviera del Brenta tra global brand e multinazionali

2017 ◽  
pp. 44-54
Author(s):  
Fiorenza Belussi ◽  
Annalisa Caloffi ◽  
Martina Contin ◽  
Silvia Rita Sedita
Keyword(s):  
Global Brand

Factors Affecting Willingness To Accept Foreign Halal Foods By Urban Malaysian Malays

2019 ◽  
Vol 7 (1) ◽  
pp. 45
Author(s):  
Hasman Abdul Manan ◽  
Shahira Ariffin ◽  
Tengku Sharifeleani Ratul Maknu ◽  
Irwan Ibrahim ◽  
Harlina Suzana Jaafar
Keyword(s):  
Sampling Technique ◽  
Food Products ◽  
Willingness To Accept ◽  
Total Import ◽  
Factors Affecting ◽  
Subjective Knowledge ◽  
Muslim Countries ◽  
Global Brand ◽  
Halal Food ◽  
Knowledge And Attitude

The significant shifts in urbanites’ lifestyles have been the catalyst behind the increased in the consumption of foreign foods and beverages in Malaysia; particularly those made in western nations. Notably, Malaysia’s total import for food had risen significantly from RM26.7 billion in 2009 to RM42.6 billion and RM 45.4 billion, in 2014 and 2015 respectively. These days, urban Malaysian Malays are being inundated with various foreign Halal food products in local markets however, these can also leave them in a rather risky circumstance as the likelihood that some of these foreign food products are not suitable (i.e. Haram) for their consumptions, is relatively high. Halal food issues (namely those foods originated from non-Muslim countries) have created lots of anxieties within the Malaysian Malays’ society. Hence, this study aims to examine factors affecting willingness to accept foreign Halal foods by urban Malaysian Malays. Convenience sampling technique was used to obtain responses from 450 urban Malaysian Malays in designated areas within the Greater Kuala Lumpur/Klang Valley region. The results demonstrated urban Malaysian Malays willingness to accept foreign Halal foods were significantly affected by trust but displayed no relationships with subjective knowledge and attitude. Also, the insignificant attitude- willingness relationship signified the presence of the attitude-behavior gap. The study’s outcomes may perhaps offer new understandings on urban Malaysian Malay markets particularly for global brand owners and marketers.

Logistics management in China: A case study of Haier

2004 ◽  
Vol 23 (1) ◽  
pp. 15-27
Author(s):  
Jason C.H. Chen ◽  
Binshan Lin ◽  
Lingli Li ◽  
Patty S. Chen
Keyword(s):  
Communication Networks ◽  
Global Economy ◽  
Collaborative Advantage ◽  
Logistics Systems ◽  
Business Partners ◽  
Business Operations ◽  
Global Brand ◽  
The Many ◽  
Foreign Competitors

Chinese businesses began with a weak foundation in the intense world trade environment, similar to the many other companies that grew from developing countries. How were these Chinese businesses able to compete with foreign competitors armed with strong capital structures and efficient communication networks? Haier is an excellent example of how Chinese companies have successfully adapted to and prospered in the global economy, using information technology as a strategic weapon to improve its competitive advantage and further to create collaborative advantage. Haier's growth is miraculous: in less than two decades, it grew from a state-owned refrigerator factory into an innovative international giant. The company has become China's first global brand and the fifth largest appliance seller in the world. What are the secrets of Haier's success? Many researchers have conducted extensive studies on Haier's management and found the key is Management Information Systems such as e-Commerce and logistics systems that improve business operations between its suppliers, customers, and business partners. This article recounts the journey of Haier's achievements to excellence through its MIS, and provides analyses of the company's business model, the market chain management model.

Brand and influencer strategies in social media marketing of luxury brands in African cities

2021 ◽  
Vol 7 (1) ◽  
pp. 105-121 ◽  
Author(s):  
Mehita Iqani
Keyword(s):  
Social Media ◽  
Luxury Brands ◽  
African Cities ◽  
Global Brands ◽  
Global Brand ◽  
Critical Theories ◽  
The Social ◽  
The Relationship ◽  
Depth Interviews

This article explores the role of social media promotions in the marketing of luxury, from the perspectives of both representatives of global brands and the local influencers contracted to promote them online. It provides insights into role of social media in marketing luxury in ‘new’ markets (African cities) and the complexities attendant to the relationship between brand representatives and influencers. It reports on in-depth interviews with brand representatives and social media influencers working in the luxury sector in large anglophone African cities. Empirical findings show the role of social media in how luxury is promoted by those working in the industry. Three key complexities to do with value, trust and authenticity were evident in how global brand representatives and local influencers discussed social media. In terms of value, influencers emphasize strategies for monetizing visibility, while brand managers emphasize the need to get their money’s worth. Regarding trust, influencers express caution about brands trying to exploit them, while brands express scepticism about the extent of influencer’s abilities. On the topic of authenticity, influencers emphasize how the integrity of their personal brands is paramount, while brand representatives are mostly concerned with how genuine the social media posts seem. The article provides original empirical details about the relationships between brand managers and social media influencers, as well as to the nuances of social media luxury marketing in African cities. It contributes to critical theories of branding practice in media economies of the global south.

Achieving and Managing Global Brand Equity: A Critical Analysis

2008 ◽  
Vol 21 (3) ◽  
pp. 207-215 ◽  
Author(s):  
A. Coskun Samli ◽  
Merici Fevrier
Keyword(s):  
Brand Equity ◽  
Critical Analysis ◽  
Global Brand

scholarly journals Recontextualizing social practices and globalization: Multimodal metaphor and fictional storytelling in printed and internet ads

2015 ◽  
Vol 15 (2) ◽  
pp. 377-402 ◽  
Author(s):  
Laura Hidalgo Downing ◽  
Blanca Kraljevic Mujic
Keyword(s):  
Social Practices ◽  
Integration Theory ◽  
Social Changes ◽  
Conceptual Integration ◽  
Global Brand ◽  
Advertising Discourse ◽  
Changing Practices ◽  
Conceptual Integration Theory ◽  
Global And Local ◽  
Different Cultures

This article presents a study of ongoing global and local changing practices by exploring the interaction between multimodal metaphor and narrative in advertising discourse. Thus, we make use of Conceptual Metaphor Theory (CMT) and Conceptual Integration Theory to compare how social changes and continuities are represented and re-contextualized in advertising discourse, across time, genres and cultures. Changes in time and across genres are addressed through the analysis of printed ads from 2000-2002 and internet ads from 2001-2009. Second, we compare the interaction between transformation and magic metaphors and storytelling frames in both genres and periods. Finally, we pay particular attention to the variation in a global brand campaign (Coca-Cola) in three different cultures, thus revealing competing changes in global and local social practices.

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