scholarly journals The Value of Consistency: Portfolio Labeling Strategies and Impact on Winery Brand Equity

2021 ◽  
Vol 13 (3) ◽  
pp. 1400
Author(s):  
Marc Dressler ◽  
Ivan Paunovic
Keyword(s):  
Brand Equity ◽  
Organizational Context ◽  
Information Overload ◽  
Wine Industry ◽  
Research Approach ◽  
Product Portfolio ◽  
Environmental Certification ◽  
Brand Reputation ◽  
The Impact ◽  
Labeling Strategies

The reported research examines the impact of product portfolio labeling strategies on brand reputation and equity. A netnographic approach allowed to observe winery portfolio labeling approaches and create a typology of winery labeling strategies. Expert evaluation served to assess the dependent variable brand equity by deploying a regression analysis. For the observed wine industry, being part of the food industry, creating consistent and recognizable brands has a direct relevance for reducing (sustainability-related) food information overload and thereby building sustainable brand equity. The results uncover the relative importance of each of the six identified labeling strategies as well as their impact on reputation and brand equity creation. The results point to the need to establish a consistent, strategically founded product communication. Such an approach, with a positive effect on reputation building can serve to build sustainable brand equity. “Stuck in the middle”-type strategies apparently diminish winery brand equity exploitation. The findings contribute to the knowledge on food labels in product communication strategies and their impact on organizational brand equity, thereby having high relevance for the implementation of environmental certification initiatives in an organizational context. The article deploys a novel research approach in an under-researched area to provide new insights for further research as well as implications for practice.

scholarly journals Exploring the Impact of the COVID-19 Pandemic on University Students’ Learning Life: An Integrated Conceptual Motivational Model for Sustainable and Healthy Online Learning

2021 ◽  
Vol 13 (5) ◽  
pp. 2546
Author(s):  
Nabil Hasan Al-Kumaim ◽  
Abdulsalam K. Alhazmi ◽  
Fathey Mohammed ◽  
Nadhmi A. Gazem ◽  
Muhammad Salman Shabbir ◽  
...  
Keyword(s):  
Online Learning ◽  
University Students ◽  
Information Overload ◽  
Descriptive Analysis ◽  
Online Communication ◽  
Research Approach ◽  
Data Set ◽  
Motivational Model ◽  
Analyse Data ◽  
The Impact

The COVID-19 pandemic has forced many organizations around the world to make full use of a variety of emerging online communication platform technologies. Universities are among the organizations that have asked students, tutors, and lecturers to use a number of different online communication platforms to ensure the education process remains uninterrupted. However, the COVID-19 pandemic has generated considerable challenges for the global higher education community while using such emerging technologies. This research has two main goals. First, this paper will begin by investigating whether the online learning platforms used by university students during the COVID-19 period have presented any challenges to their learning. Second, the paper will then go on to address proposed solutions by developing a conceptual model to reduce the impact of such challenges. This research uses an exploratory qualitative research approach, supported by literature content analysis techniques. The data set for this study was collected during the first peak of the pandemic period in Malaysia, between the 16th of May 2020 and the 5th of June 2020. We used SPSS to conduct a descriptive analysis and NVivo12 to analyse data collected from 486 students from different universities in Malaysia. These students disclosed various obstacles they encountered when they used IT platform applications for online learning. These obstacles include (a) work and information overload received from instructors, (b) inadaptability and unfamiliarity of the new online learning environment, and (c) personal health challenges related to stress and anxiety. Based on previous relevant research, this study introduced a set of motivational factors and developed a conceptual motivational model for sustainable and healthy online learning.

scholarly journals Unfolding Utilization of Functional Blocks of Social Media in Building Brand Equity in Higher Education Institutes

2021 ◽  
Vol 10 (2) ◽  
pp. 26-41
Author(s):  
MUHAMMAD AWAIS MEHMOOD ◽  
QAISER RASHID JANJUA ◽  
FAISAL AFTAB
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Brand Equity ◽  
Qualitative Methodology ◽  
Organizational Context ◽  
Research Approach ◽  
Communication Tool ◽  
Brand Building ◽  
Functional Blocks ◽  
Promotional Messages

The purpose of this research was to explore how HEIs are using Social Media (SM) as a marketing communication tool and to understand their branding focus through SM. It was investigated by understanding the utilization of functional blocks of SM by HEIs, which are believed to contribute towards elements of brand equity. Utilization of functional blocks of SM was studied through theoretical lens of honeycomb framework of SM. This study used qualitative methodology, based on inductive research approach. The data was collected via Netnography method, based on six months usage of SM accounts of seven selected HEIs of Pakistan, out of 225, which exhibited active SM presence. HEIs were found using nine different content types on SM. The content types that showed highest utilization of functional blocks, i.e. endorsements and promotional-messages, were amongst the least preferred content types of HEIs. However, their most preferred content types, i.e. event coverage & announcements, showed lowest engagement level, and were seen contributing towards lower stages of brand building i.e. brand image and awareness only, thus reflecting a myopic focus of HEIs in terms of their brand building through SM. Findings of this study will enable HEIs to revisit their content preference on SM based on the desired branding objectives. This research has extended theoretical knowledge regarding SM Marketing in context of HEIs. Further, it has extended comprehension of various functional blocks of SM, in organizational context, based on literature review. Keywords: Social Media Marketing, Brand Equity, Honeycomb Framework, Higher Education Institutes.

scholarly journals The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions

2021 ◽  
Vol 13 (21) ◽  
pp. 11975
Author(s):  
Shu Wang ◽  
Ying-Kai Liao ◽  
Wann-Yih Wu ◽  
Hồ Bảo Khánh Lê
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Online Survey ◽  
Brand Management ◽  
Purchase Intentions ◽  
Brand Reputation ◽  
Brand Credibility ◽  
Corporate Social ◽  
The Impact

Corporate social responsibility (CSR) is becoming one of the most critical challenges that firms must address to survive in the competitive market. This study investigates the impact of customers’ CSR perceptions on their purchase intentions as mediated by brand equity, brand credibility, and brand reputation in order to identify the benefits of CSR integration for business development. The study employs a quantitative approach to collect data from customers who purchase cosmetics through an online survey. PLS-SEM software is used to analyze the data from the 380 responses. The results indicate that customers’ perceptions of the CSR of a firm affect their intention to purchase its brands in the future. Brand equity, brand credibility, and brand reputation mediate the impact of CSR perceptions on purchase intentions. Since previous studies have not employed a comprehensive approach to verifying the influence that CSR exerts through brand credibility, brand reputation, and brand equity, the results provide an essential reference for academics who conduct empirical research on the subject. This paper is also particularly beneficial for marketers and managers who wish to develop marketing strategies and brand management techniques that boost business efficiency.

scholarly journals How does corporate social responsibility transform brand reputation into brand equity? Economic and noneconomic perspectives of CSR

2020 ◽  
Vol 12 ◽  
pp. 184797902092754
Author(s):  
Asif Mahmood ◽  
Jamshed Bashir
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Fast Food ◽  
Developing Economies ◽  
Legal Aspect ◽  
Brand Reputation ◽  
Corporate Social ◽  
The Impact

The concept of corporate social responsibility (CSR) has been embedded across psychological and physical frontiers of organizations building up on philanthropy, ethics, regulation, and economy. However, there is a lack of empirical evidence that how CSR gears up various aspects of an organization. The major objective of the present study is to explain the multidimensional catalytic role of CSR in transforming brand equity from brand reputation in the fast-food industry. The study has been designed to get responses through a structured questionnaire to analyze the data through descriptive and inferential statistical techniques. Sample size of 420 consumers and employees of international fast-food chains, located in Pakistan, with diverse demographical profiles have been involved for the survey. Three models were developed to understand the aforementioned phenomenon; the first model examines the impact of brand reputation on brand equity, and the second model reassesses the same relationship with moderating role of CSR, while the third model evaluates the associations with each dimension of CSR. The results indicate that brand reputation is a significant predictor of brand equity, and its predictive power boosts up in the presence of CSR activities. It was also ascertained that CSR initiatives related to ethics, economy, and philanthropy expedite the process of conversion from brand reputation to brand equity. The legal aspect of CSR in developing economies could not prove to be fruitful in this particular context. The research would provide great insight to the managers of fast-food retail chains to evaluate investments for CSR activities in raising equity of their organizations.

scholarly journals The Impact of Brand Identification, Brand Equity, Brand Reputation on Brand Loyalty: Mediating Role of Brand Affect in Pakistan

2018 ◽  
Vol 7 (4) ◽  
pp. 46
Author(s):  
Tayyaba Mahmood ◽  
Shumaila Qaseem ◽  
Qazi Muhammad Ali ◽  
Hafiz Fawad Ali ◽  
Asad Afzal Humayon ◽  
...  
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Identification ◽  
Future Directions ◽  
Mediating Role ◽  
Brand Reputation ◽  
Brand Affect ◽  
The Impact ◽  
Brand Effect

Brand loyalty has been an important factor for quite a while in marketing structure of the organizations. Organizations tend to achieve brand loyalty through employing different strategies and by engaging customers to produce a sense of belongingness among them regarding the brand. One of the major sector that has shown a great trend and growth in recent era is the apparel industry of Pakistan. However, little studies have tried to conceptualize and check the influence of brand related concepts on the brand loyalty in Pakistan. Current study has tried to check the influence of Brand Reputation, Brand Identification, Brand Equity and Brand Effect on Brand Loyalty. An important contribution of the study was to consider the brand affect as the mediating variable among the Brand Reputation, Brand Identification, Brand Equity and Brand Loyalty. 180 questionnaires were distributed among the students of the universities and the 166 valid questionnaires were considered for the data analysis giving use response rate of 92%. Correlational and regression analysis was used to check the influence of the independent variables on the dependent variable while package of Preacher and Hayes 2016 was used for the mediation analysis. Limitations and Future Directions have been discussed in the study as well.

scholarly journals The Sustainable Project Management Utilization in French Wineries While Adapting to Climate Change

2021 ◽  
Vol 10 (4) ◽  
pp. 85
Author(s):  
Ruixin Zhang ◽  
Joel Carboni
Keyword(s):  
Climate Change ◽  
Sustainable Development ◽  
Project Management ◽  
Development Project ◽  
Wine Industry ◽  
Research Approach ◽  
Mixed Method Research ◽  
Wine Production ◽  
Development Goals ◽  
The Impact

Nowadays, the issue of climate change has attracted attention in various fields. The rise of global temperature makes humanity must take note of environmental protection and the Sustainability of different domains. The planting of vineyards and the production of wine have also been greatly affected. Since the Sustainable Development Goals (SDGs) officially became the 17 development goals set by the United Nations in 2015, sustainable project management development is at the forefront globally. In recent years, the wine industry has developed rapidly worldwide. However, global climate change is a challenge for French wineries if they want to maintain their high-quality wine style. Therefore, in order to cope with the impact of climate change on wine, wineries have begun to implement sustainable development project management in all aspects. Especially French wineries that make much account of Sustainability in this respect. This paper proposes the one aspect – Wine Production of CWW Conceptual model that can be used in the French wineries, Four Drivers of Sustainable Project Management Implementation Model to interpret the main drivers that impact project management implementation in the wine industry. Using mixed-method research approach, qualitative research with interview-based analysis is the primary method, as well as surveys used to interpret the elements of sustainable project management necessarily utilizing in French wineries that would help them to achieve green growth.

Social media strategies and corporate brand visibility in the wine industry

2014 ◽  
Vol 9 (2) ◽  
pp. 129-148 ◽  
Author(s):  
Roberta Capitello ◽  
Lara Agnoli ◽  
Diego Begalli ◽  
Stefano Codurri
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Wine Industry ◽  
Research Approach ◽  
Three Dimension ◽  
Corporate Brand ◽  
Content Type ◽  
Web Marketing ◽  
Marketing Orientation ◽  
The Impact

Purpose – The purpose of this paper is to identify and discuss the web-marketing behavioural models adopted in the wine industry using as case studies several leading Italian wineries. It aims to propose a new methodology to evaluate the impact of web marketing strategies on online brand visibility and image. Design/methodology/approach – The paper is based on literature review and case study approach. The study uses six leading Italian wineries as case studies, selected by taking into account six strategic profiles: business size, business management, corporate brand reputation, competitive strategy, marketing orientation and marketing budget. Findings – The proposed structured methodology highlights new key elements that could be implemented in a marketing plan. The research results propose a conceptual three-dimension approach that integrates a business's strategic orientation with its digital-marketing strategy and its social media tactics. It also includes specific evaluation criteria to measure the impact on the business's strategic objectives. Research limitations/implications – The applied research approach should be extended to other business typologies and wine-producing countries to allow the generalisation of results. In addition, the monitoring period should be extended to confirm the reliability of results. Originality/value – The applied methodology can be adopted more broadly, and it underlines managerial implications that can be extended to the rest of the Italian wine industry, as well as to the parts of the wine sector that are dominated by the presence of SMEs.

DAMPAK PROGRAM DIKLAT ONLINE TIK GURU PUSTEKKOM TERHADAP AKSESBILITAS KONTEN PEMBELAJARAN PADA FITUR RUMAH BELAJAR

2018 ◽  
Vol 19 (2) ◽  
pp. 84
Author(s):  
Eni Susilawati
Keyword(s):  
Teacher Training ◽  
Quantitative Research ◽  
Online Training ◽  
Research Approach ◽  
Intensity Level ◽  
Web Based ◽  
Learning Content ◽  
Open Questions ◽  
Ict Training ◽  
The Impact

The research objective is to analyze the impact of the participation of online  ICT teacher training to increase the number of accessibility the learning content of features in Rumah Belajar. This research used the quantitative research approach with descriptive quantitative analysis methods to be able to describe how the increase in accessibility features of Rumah Belajar and utilization in learning in school. Samples were selected in this study are all online training participants at 15 locations online training that has been conducted by Pustekkom in 2015 and 2016 in 2015. The data was collected using a questionnaire and a list of open questions in accordance with the purpose of research. The results showed that 1) online ICT teacher training participants, after completing the Pustekkom  training online  using become more motivated to access other feature in Rumah Belajar; 2) The order of the percentage of the intensity level of accessibility to the other features of Rumah Belajar are: Sumber Belajar 23%, BSE 23%, Bank Soal 21%, Kelas Maya 13%, Lab Maya 6%, Karya Guru 4%, Wahana Jelajah Angkasa 4%, Peta Budaya 4% and Karya Komunitas 2%, and ICT training online using the application PKB Rumah Belajar can be used as a reference for efforts to develop a web-based learning applications, in particular for the development of Rumah belajar portal belongs Pustekkom Kemendikbud. Tujuan penelitian yaitu untuk menganalisis dampak keikutsertaan diklat online  TIK guru Belajar terhadap peningkatan jumlah aksebilitas konten pembelajaran pada fitur-fitur rumah belajar. Penelitian ini menggunakan pendekatan penelitian kuantitatif dengan metode analisis kuantitatif secara deskriptif untuk bisa menggambarkan bagaimana peningkatan aksesbilitas fitur-fitur rumah belajar dan pemanfaatannya dalam pembelajaran di sekolah. Sampel yang dipilih dalam penelitian ini adalah semua peserta diklat online  pada 15 lokasi diklat online yang telah dilaksanakan oleh Pustekkom pada tahun 2015 dan 2016. Pengumpulan data menggunakan kuesioner dan daftar pertanyaan terbuka sesuai dengan tujuan penelitian. Hasil penelitian menunjukkan bahwa 1) peserta diklat online TIK Guru, setelah mengikuti diklat online Pustekkom, menjadi lebih termotivasi untuk mengakses fitur-fitur lainnya dalam Rumah Belajar; 2) Urutan prosentase tingkat intensitas aksesbilitas terhadap fitur-fitur Rumbel selain Pengembangan Keprofesian berkelanjutan (PKB) adalah: Sumber Belajar 23%, Buku Sekolah Elektronik (BSE) 23%, Bank Soal 21%, Kelas Maya 13%, Lab Maya 6%, Karya Guru 4%, Wahana Jelajah Angkasa 4%, Peta Budaya 4% dan Karya Komunitas 2%; dan 3) diklat online TIK menggunakan aplikasi PKB. Rumah belajar bisa dijadikan referensi bagi upaya pengembangan aplikasi pembelajaran berbasis web, khususnya bagi pengembangan portal Rumah Belajar milik Pustekkom Kemendikbud.

Modernisation of Higher Education – Willful Action or Wishful Thinking? The Case of Bulgaria

2020 ◽  
Vol 8 (3) ◽  
pp. 3-17
Author(s):  
Elena Blagoeva
Keyword(s):  
Higher Education ◽  
Economic Crisis ◽  
Negative Impact ◽  
National Level ◽  
Sustainable Growth ◽  
Research Approach ◽  
Case Study Methodology ◽  
The Impact ◽  
The Eu

The impact of the last global economic crisis (2008) on the European economy put a strain on higher education (HE), yet it also pushed the sector towards intensive reforms and improvements. This paper focuses on the “Strategy for the Development of Higher Education in the Republic of Bulgaria 2014-2020”. With a case study methodology, we explore the strategic endeavours of the Bulgarian government to comply with the European directions and to secure sustainable growth for the HE sector. Our research question is ‘How capable is the Bulgarian HE Strategy to overcome the economic and systemic restraints of Bulgarian higher education?’. Because the development of strategies for HE within the EU is highly contextual, a single qualitative case study was chosen as the research approach. HE institutions are not ivory towers, but subjects to a variety of external and internal forces. Within the EU, this is obviated by the fact that Universities obtain their funds from institutions such as governments, students and their families, donors, as well as EU-level programmes. Therefore, to explore how these pressures interact to affect strategic action on national level, the case method is well suited as it enabled us to study the phenomena thoroughly and deeply. The paper suggests the actions proposed within the Strategy have the potential to overcome the delay, the regional isolation and the negative impact of the economic crisis on the country. Nevertheless, the key elements on which the success or failure of this Strategy hinges are the control mechanisms and the approach to implementation. Shortcomings in these two aspects of strategic actions in HE seem to mark the difference between gaining long-term benefits and merely saving face in front of international institutions.

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