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Abstract: Many contemporary brands have been embracing the dynamic spirit that currently defines society by assuming more flexible processes, increased levels of interaction with the public, mostly sustained by social media, and an orientation towards customer/user experience and storytelling. Such characteristics should be conveyed by the brand’s visual identities, often redesigned in order to accommodate this new communicative need, frequently adopting a dynamic and prone to mutation design approach, where numerous brand narratives can emerge, many of them crafted by the audiences. The main goal of this conceptual article is to identify the different levels of audience’s participation in the design of brands’ visual narratives, in the context of dynamic mutant brands. Grounded on speculative design and visual content analysis, in this research seven brand identities were mapped within two dimensions (Narrative Design Strategy and Audience’s Interaction), leading to the identification of four different realms of participation. It provides both practitioners (brand managers/designers) and academics with not only a framework for the anticipatory definition and evaluation of the degree of participation but also a bi-dimensional model with the four realms of participation in the narrative design of dynamic/mutant visual identities, to support the planning of the level of contribution the audiences can have in a brand’s storytelling. PubDate: 2021-12-02
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Abstract: Prior studies on the relationship between ESG information and cost of debt have found mixed results. They conclude that this relationship may be affected by some characteristics or attributes of the company. In this study, we examine whether corporate reputation mediates the relationship between ESG information and cost of debt. In other words, this study explores how ESG information influences corporate reputation, and how, in turn, corporate reputation affects the cost of debt financing. Data for corporate reputation were obtained from the Fortune “World’s Most Admired Companies” List, whereas data on ESG information were extracted from two sources: ESG performance were obtained from Sustainalytics database and ESG disclosure were obtained from Bloomberg database. Data on cost of debt and other control variables were also collected from Bloomberg database. Using structural equation models, we report a positive effect of both ESG performance and disclosure on corporate reputation. We also find that a good corporate reputation reduces the cost of debt financing and mediates the relationship between ESG performance/disclosure and cost of debt. We therefore conclude that firms that manage and disclose information on ESG issues have a better reputation, which in turn reduces their debt financing costs. PubDate: 2021-12-02
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Abstract: Retail design authenticity has seen global brands expressing a growing interest in unique as opposed to standardised expressions of store design. To express authenticity, global brands may opt for localised retail store design (retail stores that express the place in which the store is designed) as a form of unique retail design that offers an experience that is rooted in a time and place. Localised retail design differs from conventional modes of retail design in that designers source inspiration from both brand and place (as opposed to brand only). This poses risks to brand recognition as the resultant retail store is not standardised nor aligned exclusively to the reflection of brand identity. This necessitates consideration in the mediation of global brand and local authenticity when localising retail design. This study asks: What are the areas for mediating global brand and local authenticity when localising retail design' Using a constructivist grounded theory approach, we conducted eighteen interviews with retail designers based worldwide. The interviews are augmented with a theoretical sampling of twenty artefacts of localised retail design for four global brands. It was found that global brand and local authenticity can be mediated in three main areas when localising retail design. These are in the authorship, informants, and inhabitation of retail design. In the authorship of the retail store, authenticity can be attained by appointing both brand and local designers who work collaboratively on localised retail design. In sourcing informants to the retail design, designers should derive inspiration from both brand and local essence to enhance authentic representation. In inhabitation, the retail store should communicate the brand to local consumers while platforming experiences on local consumer culture. The contribution of the study is a novel conceptual model founded on these three areas for mediating brand and local authenticity in localised retail. This model has implications for both retail designers and brand managers in the development of localised retail experiences of global brands. PubDate: 2021-11-30
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Abstract: Although prior studies have shown the moderating effects of relationship age among constructs, e.g., commitment, satisfaction, and overlook the relationships among constructs, e.g., brand relationship quality (BRQ), this study examines the relationship among relational bonds, BRQ, and brand loyalty. A total of 524 questionnaires from respondents aged between 15 and 24 are analyzed, using partial least squares. This study finds the following: (1) Relationship age significantly moderates the relationships among relational bonds, sense of community, attitudinal attachment, and brand loyalty, thus demonstrating either reinforcing or attenuating effects. (2) Financial bonds have non-significant effects in establishing behavioral and attitudinal loyalty over time. (3) Social bonds and attitudinal attachment are important drivers of an attenuating effect in establishing brand loyalty over time. (4) Structural bonds and sense of community are two reinforcing mechanisms driving both behavioral and attitudinal loyalty. This study makes the following contributions: (1) Echoes the bright and dark sides of relationship marketing theories. (2) Proposes managerial solutions of both shorter- and longer-term customer retention strategies. PubDate: 2021-11-30
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Abstract: The primary aim of this study is to analyse the impact of the dimensions of the Employer Brand on a candidate’s intention to pursue an employer. Secondly, the focus is on analysing the mediation effect of Perceived Organisation Prestige (POP) between the independent variable (Employer Brand) and the dependent variable (organisation pursuit intention), followed by an evaluation of the moderating effect of Person–Organisation Fit (POF) between POP and Organisation Pursuit Intention (OPI). Data for this study was collected from 419 final year students of engineering at various Central and State universities of Delhi, India, as per the approved list of Institutions by the University Grant Commission (UGC). Exploratory Factor Analysis (EFA), followed by Confirmatory Factor Analysis (CFA), has been applied to validate the adopted scales in the current context. Structural Equation Modelling (SEM) has been used to analyse the underlying relationship between the dimensions of Employer Brand and OPI, along with the mediating effect of POP and the moderating effect of POF in this context. This study finds a significant relationship between independent variables (career enhancement opportunity, work culture, company reputation, salary and other incentives and CSR and ethics) and organisation pursuit intention (independent variable). Furthermore, perceived organisation prestige was found to mediate the respective relationship of career enhancement opportunity (complete mediation), corporate reputation (partial mediation) and Salary and other incentives (partial mediation) with the candidate’s pursuit intention. Also, the POF (moderator) was found to have a significant impact on the relationship between the POP and the organisation pursuit intention. This is the first study of its kind to investigate the dimensions of Employer Brand that determine the intentions of a candidate to pursue an organisation for employment. Also, past research studies have highlighted the concept and importance of employer attractiveness in the international context with a focus on management graduates and working executives. However, the current study elaborates the analysis of the pursuit intentions of final year students of engineering in India, who aspire to secure a job in the near future. In addition, previous studies have not focused much on the mediating effect of an organisation’s prestige between the Employer Brand and OPI. Lastly, some studies have investigated POF as a mediator but this study explains its effect as a moderator between the POP (mediator) and the candidate’s pursuit intentions (dependent variable). PubDate: 2021-11-25
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Abstract: Corporate reputation is widely acknowledged to contribute to business success by academics and business executives. Despite the importance of corporate reputation in all markets, we lack sufficient research into what reputation might mean in the context of companies in developing countries. This paper addresses this lingering gap in the literature by investigating the dimensions that make service organisations reputable from the perspective of four primary stakeholder groups of two large service organisations. The paper also sought to determine whether the same reputation dimensions apply to service organisations in general, or whether they differ according to the type of service organisation. Empirical data were sourced using the mixed-method approach, and analysis revealed 16 items across 6 dimensions that constitute the reputation of service organisations. The study also found that there is not much difference between the reputation dimensions of two organisations used in this study. However, it reveals major differences between the dimensions derived from the developing country context, and those derived from developed contexts. This illustrates that context-specific reputation measures can emerge which are important in understanding how reputation is created and can be managed. Consequently, it underscores the need for more scientific researches into reputation dimensions in different contexts (countries and organisations). PubDate: 2021-11-12
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Abstract: Paracrises, as publicly visible crisis risks, may or may not evolve into full-blown crises that pose severe reputational and/or operational damages. To preclude paracrises’ possible escalation into crises, organizations must evaluate paracrises' evolution statuses and make appropriate public responses. This research explores a paracrisis’ temporal evolution on social media and traditional news media and the roles of social media influencers (SMIs) who impacted the evolution. A multi-method, single-case study of the #DeleteUber paracrisis was conducted to analyze tweets and traditional news media coverage. It is found that despite intense attention from social media and traditional news media, #DeleteUber did not escalate into a full-blown crisis. In addition to social media accounts owned by traditional news media, individuals with limited follower sizes and digital-born media also gained influence by providing objective information and subjective interpretations with different stances. Compared to follower sizes, SMIs’ network structures may be more effective in explaining and predicting their content virality. As one of the few studies examining paracrisis evolution processes, this research is of practical implications to crisis managers addressing crisis risks emerging from and/or spreading on social media. PubDate: 2021-11-11
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Abstract: This study aimed to examine role of fonts as a vehicle in linking identity to perception of selected brands. Fonts are crucial constituent in the entire gamut of visual communication of brands. They communicate a brands’ identity through two means: explicit and implicit. Explicit aspect consists of physical dimensions such as weight, contrast, stress, x-height etc. Implicit aspect implies semiotics exuded by fonts formed at sub-conscious level and vary with change in identity a brand intends to communicate. The examination of symbiotic relationship connecting specific dimensions of font evaluated on basis of their ability to make text more readable and attractive with specific semiotics and how does such association vary with brand identity was the main focus of this study. This was achieved by conducting two experiments. Secondly, influence of explicit and implicit means of communication on linking identity with perception was examined through mediation analysis. Results showed direct effect of explicit aspect to be significantly reduced with inclusion of semiotic impact emphasizing importance of their congruency. Such inference is important in logo design, as it indicated that a brand communicating a message should use font with specific dimensions reflecting particular semiotics so as to influence customers’ perception of brand favourably. PubDate: 2021-11-09
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Abstract: Research on the internal anchorage of a brand constitutes an important building block of the brand management discipline. Considering this, the increasing importance of a positive overall brand experience along all brand touch points has resulted in a parallel increase in the importance of how employees can live the brand. Corporate influencers, an area of study that is to date underresearched, could be a vehicle to authentically bring a brand’s identity closer not only to customers but also to employees. Therefore, our research focuses on the question of how a corporate influencer expresses the positioning of a corporate brand to internal audiences. To gain a deeper understanding of the instruments and tactics of an impactful corporate influencer, we chose an in-depth case study approach. We selected Pawel Dillinger, an informal corporate influencer of the German telecommunication brand Deutsche Telekom, and deeply analyzed his use of an internal social media platform to promote the corporate brand. Our research presents content categories and communication styles, underpins the role of authenticity in internal brand management, and illustrates how a brand ambassador contributes to the enacting of the values of a corporate brand. We do so by offering seven propositions characterizing the communication habits of a corporate influencer. PubDate: 2021-11-01
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Abstract: Extensive research on the financial costs and risks associated with firms targeted for litigation assumes that being sued negatively impacts firm reputation. Yet, research on the consequences of corporate litigation has focused almost exclusively on the financial ramifications associated with being defendants, solely equating reputational costs with financial costs. I challenge this overly narrow view of reputation and utilize two unique datasets—one for legal actions and the other one comprising affective content analysis across 2000 media sources—for the S&P 500 firms, across 16 years of data, to explore the media reputation effects of corporate litigation. The novel findings of this study show how the affective tone of media reporting can reflect negative normative evaluations of alleged corporate illegality that can last a long time; I find that when firms are identified as corporate defendants, overall sentiment and optimism towards these firms suffer, while affective conflict about the focal firm is increased, for at least 1 year and even beyond. These findings strongly inform research on corporate wrongdoing and litigation as well as impression management research and raise the need to expand the view of the costs of corporate litigation, beyond financial implications. PubDate: 2021-11-01
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Abstract: Over the past years, the Volkswagen emissions scandal has been part of an enduring discussion in the Western media on corporate responsibility (or lack thereof). With its slogan “Das Auto,” the world’s second-largest automobile producer had successfully positioned itself as a German company in both the domestic and foreign markets, with the aim of benefitting from Germany’s positive country image. The emissions scandal, however, may have harmed not only the VW brand but also the “Made in Germany” label in general. This exploratory article shows that there are strong signals that this transgression indeed has led to a reverse country-of-origin effect, compromising Germany’s positive image. The authors demonstrate that this effect varied across product categories and customers’ cultural affiliations and that the perceived impact of the brand transgression on the country image increased over time. PubDate: 2021-11-01
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Abstract: Previous studies have explored the effect of reputation on firm operations and firm outcomes such as employee retention, firm performance, the intensity of regulation, and customer loyalty. Using longitudinal data, this study investigates the effect of internal reputation of the firm on two understudied outcomes: (1) CEO retention and (2) firm market performance. We employed social identity theory to examine the relationship between firm internal reputation and CEO retention. In addition, we adopted the resource-based view of the firm to investigate the effect of internal reputation on firm market performance over time in three time frames (short-term, midterm, and long-term). The results show a high-quality internal reputation is positively related to CEO retention. In addition, a positive internal reputation is associated with higher firm market performance not only in the short-term but also in the midterm and long-term. PubDate: 2021-11-01
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Abstract: By using signalling theory, this study has examined the concept of celebrity trust in terms of both the cognitive and affective dimensions, and to examine its effects on advertising credibility, advertising image, brand credibility, brand image, corporate credibility and corporate image. A qualitative approach was used, with 11 interviews and 4 mini focus groups with academics, marketers, advertisers and consumers conducted in and around London. Data from the interviews and focus groups were analysed using thematic analysis. The findings suggest that celebrity trust is based on a celebrity’s optimistic characteristics and/or goodwill towards consumers. They also suggest that celebrity trust has positive effects on advertising credibility, advertising image, brand credibility, brand image, corporate credibility and corporate image. There is very little evidence available in the literature on this topic, especially based on the qualitative study. Therefore, the aim of this study is to minimize the gap, understand trust within the context of celebrity endorsement and examine its effects based on a qualitative research method. PubDate: 2021-11-01
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Abstract: The study examines the role of public relations in building and maintaining corporate reputation in Ghana. Corporate reputation is largely regarded as the most important, albeit, intangible asset of an organisation. The paucity of research in a developing country such as Ghana makes this research even more essential. PR practitioners from selected multinational organisations were used for the study. Results indicate that public relations plays a critical role in building the reputation of an organisation. Practitioners use a number of activities including interpersonal communication, corporate social responsibility, community engagement to build reputation. The strategic nature of PR as practiced in these organisations ensures practitioners are able to perform their roles effectively. This study has significant implications for theory and practice of public relations in non-western cultures. PubDate: 2021-11-01
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Abstract: This study aimed to identify the variables that influence the reputation of universities and student satisfaction, which in turn affects the loyalty of students of higher education. The study uses a convenience sampling technique to collect data from 387 students of higher education institutions of Pakistan. Data analysis was done using SmartPLS software. Findings indicate that social contributions, research and development, and university service quality significantly affect university reputation and student satisfaction. However, environment, student guidance, and university trust significantly affect university reputation, while leadership and university heritage significantly affect student satisfaction. Moreover, university reputation does not directly influence the level of satisfaction of students. Furthermore, university reputation mediates the relation among social contributions, environment, research and development, student guidance, university heritage, university trustworthiness, and satisfaction of students. Also, findings show that student satisfaction demonstrates a significant influence on loyalty. The administrators of the university should pay more attention to developing policies regarding communication and management. Moreover, for managers responsible for developing the university brand image, they must remain transparent in developing a university’s sincere image. The study findings provide a basis for university decision-making to students. It implies that universities must strive to build their reputation to satisfy students’ perceptions and develop a competitive advantage to survive in the competitive educational market. PubDate: 2021-09-30 DOI: 10.1057/s41299-021-00126-4
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Abstract: Many firms have increased their expenditure on Corporate Political Activity (CPA) in an attempt to both influence the public policy process and to increase the corporate reputation (CR) of the firm. We first discuss the literature on the context and proactive political strategies involved in CPA, and the literature on CR. Our empirical study draws on this literature to examine the German food manufacturing industry, utilising expert interviews with nutritional scientists and NGO representatives, analysed using a qualitative, thematic analysis. Our findings and managerial implications centre around the reputational effect on the firm and competitors, and upon the metaphor of ‘issue islands’. Proactive CPA strategies and constituency-building, whilst seen as risky, had a positive effect on firm CR amongst the industry stakeholders if adopted over the long-term. CPA strategies can also provide a first-mover competitive advantage; competitors that subsequently adopt the same strategy do not receive the same reputational benefits. ‘Issue islands’ was a metaphor used by one industry stakeholder to describe how the stakeholder-specific perception of one issue does not necessarily affect another; for example, the nutritional scientists focused on product nutrition and not a commercial organisation’s advertising when constructing the CR of that organisation. PubDate: 2021-09-17 DOI: 10.1057/s41299-021-00124-6
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Abstract: Along with their benefits, social media platforms can present reputational challenges for organizations, including a channel to breed visible, online reputational threats known as paracrises. In 2018, an emotional television episode of This Is Us sparked social media chatter surrounding the popular slow cooker Crock-Pot. Distraught viewers angrily inundated social media with unfounded fears, proclaimed the appliances were unsafe, and vowed to discard them, circulating inaccurate information and creating a hybrid angry customer and misinformation paracrisis for the brand. Crock-Pot quickly transformed the threat into a public relations success and brand-building opportunity by using emotionally-driven messages, modified crisis response strategies, and strategic alliances. This study illustrates the limitations of current paracrisis response strategies for responding to misinformation and emotional audiences and demonstrates that adapting classic crisis responses (i.e., situational crisis communication theory) can be a more effective approach. The findings offer recommendations for how managers can adapt classic crisis responses and integrate communication style elements, including human voice and humor, to manage angry customers and misinformation paracrises effectively. PubDate: 2021-09-13 DOI: 10.1057/s41299-021-00125-5
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Abstract: The recent outbreak of novel coronavirus (Covid-19) has led to a global panic due to its fatal nature which has harshly impacted the tourist sector and on the place reputation in general. This study aims to compare the factors that develop tourist preferences in terms of (i) what drives the favorability of tourist preferences' (ii) what relationship exists between tourist expectations, proximity, and favorable reputation' and (iii) what are the main influences of tourist preferences on hospitality system competitiveness pre and post Covid-19' By employing structural equation modeling, this study advances knowledge into the research variables’ relationships and advances reputation and marketing performance and practices in the hospitality industry. PubDate: 2021-09-08 DOI: 10.1057/s41299-021-00123-7
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Abstract: Online data breaches are recurrent and damaging cyber incidents fors organizations worldwide. This study examines how organizations can effectively mitigate reputational damages in the aftermath of data breaches by hacking, through situational crisis communication strategies. Comparable data breach crises do not have an equally negative impact on organizational reputation. Base responses such as comprehensive and exhaustive guidelines, and detailed explanations about the incident to consumers helped to reduce the damage. Corporations responding to data breaches by hacking benefit from admission of responsibility in spite of the initial characterization of such crises as victim crisis types. Organizations that primarily relied on one single strategy, performed better than those that inconsistently blended strategies. Particularly denial was ultimately detrimental to organizational reputation. Self-disclosure allowed companies to positively influence media reporting. Social media communication did not play an important role in the response of the organizations involved. The consistent and timely adoption of compensation, apology, and rectification strategies, combined with reinforcing strategies such as ingratiation and bolstering, positively influenced reputational recovery from the crisis. PubDate: 2021-08-02 DOI: 10.1057/s41299-021-00121-9
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