The purpose of this study is to provide a better insight into the impact of rebranding on stakeholders; the case for this study is the rebranding of the Hotel Management School (HMS). This research has explored how the stakeholders have experienced rebranding and how the rebranding has affected the brand identity, image and loyalty. A qualitative research method was used and data was gathered conducting semi-structured, face-to-face interviews with the students, staff and industry partners. The data illustrates that due to effective internal communication the employees were not affected by the rebranding. Nevertheless, the brand identity, image and loyalty did not have the same effect on the students and industry partners. Thus, it is recommended that HMS pay more attention to improving the communication, rebuilding and expansion of the brand identity.
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Values, representing higher abstract goals in life, receive increasing attention in branding literature and practice. However, understanding of how values drive consumer behavior is limited. This research contributes to a better understanding of the importance of values and value types in marketing communications and how they can influence consumer behaviour. This is particularly relevant given the recent rise in values-based marketing, sometimes also referred to as purpose marketing. Three studies were conducted. The outcomes of study one showed that perceived values (rather than personality traits) indeed play a key role, alongside functional congruence, as a predictor of repurchase intentions. This was particularly true for consumer durables and service brands that consumers have longer relationships with. Study two confirmed that perceived brand values are, next to functional product characteristics, considered as more important than brand personality traits when longer relationships are involved. These effects were most pronounced in the case of prospective situations and services compared to products. Having demonstrated the importance of brand values, the third study zoomed in on the type of value communicated. To this end, brand messages involving self-transcending values (such as concern for society, the environment, and close others) were compared with self-enhancement values (mainly the personal need for recognition of achievements by others and power). In line with research on purpose marketing, results showed that brand messages with self-transcending values outperformed those with self-enhancement values on measures including attitudes toward the brand, perceived quality, and consideration to buy. Moreover, consumer brand identification acted as a mediator in this process, further reinforcing the aforementioned effects. The final chapter of this dissertation presents a discussion of the findings presented across the studies, including relevance to practice and directions for follow-up research. Findings across these studies show that brand values are key to consumer decision making and hence deserve more attention in marketing and branding literature.
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Virtual communities are online spaces with potential of integration of (member-generated) content and conversations [7,8]. In our research project we are interested in the adoption and building of virtual communities in organized sports, that is to say in the voluntary sports clubs (VSCs) in the Netherlands. Since these VSCs have massively transferred their communication with members from paper club magazines to online channels, these virtual communities arise from the use of a growing number of websites, e-mail and social network sites (SNSs). Although virtual communities are broadly investigated, such as social communities, brand communities, and public communities, there is little scholarly interest in virtual communities of member organizations that VSCs are an example of. The study that is to be presented at SECSI 2019 concerns the clubs’ use of SNSs (ClubSNSs), such as Facebook and Twitter, within the virtual communities. These SNSs are increasingly used by the VSCs to facilitate organizational communication and to obtain a good internal climate [9]. However, academic understanding of the impact of ClubSNSs’ content and conversations on the organizational performance of the VSC is in its infancy. In our study, we examined this impact of ClubSNSs use on the involvement among members and whether we can explain this by members’ identification with the club. Furthermore, we have tried to categorize ClubSNSs by content types, such as informative, conversational or sociable ClubSNSs, and their role in stimulating the use of ClubSNSs. In this way we attempted to gain insight into the effect of types of ClubSNSs’ content and conversations on membership involvement and the mediating role of identification with the club. This insight can help VSCs to develop effective ClubSNS channels that contribute to organizational goals such as supportive and loyal membership.
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New social actors have emerged with the social media. Among them, we highlightedthe digital influencers, people who have millions of online followers, andinduce them in favor or against products and brands to be consumed. Therefore,we aimed to analyze this endorsement process carried out by digital influencers intheir online profiles, having as research field the fitness market that encouragespeople to evaluate and work tirelessly in their bodies. We used the Semiotic ImageAnalysis to investigate the postings of three Brazilian digital fitness influencersand identified four categories that configure the post format: body exposure, bodyextension, interaction between influencer and brand/product, and interaction betweeninfluencer and followers. By means of these categories, we identified thatthese influencers act as brand avatars, creating an intense link with these products,exposing their bodies in advertisements and extending the meanings of theirgood shape to endorsed goods and services.
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Als na afloop van een brandincident een stoffelijk overschot wordt aangetroffen, is het van belang dat de causaliteit tussen de brand en het overlijden wordt onderzocht. Brand is zeer destructief voor het menselijk lichaam. Dit bemoeilijkt de interpretatie van onderzoeksbevindingen aan een lichaam. Er zijn diverse verschijnselen die tot op zekere hoogte duiden op vitaliteit (de betrokkene was levend) ten tijde van de brand. In dit artikel worden deze verschijnselen tegen het licht gehouden. Op basis van de huidige wetenschappelijke theorieën bestaan er geen verschijnselen die leiden tot de eenduidige conclusie over al dan niet vitale blootstelling. Wel kunnen verschijnselen een vermoeden van vitale blootstelling tot op zekere hoogte ondersteunen. Ontbreken de verschijnselen, dan is het niet mogelijk om een conclusie te trekken; de afwezigheid is geen bewijs van overlijden vóór het ontstaan van de brand. Om in de rechtszaal een uitspraak te kunnen doen over de causaliteit tussen brand en overlijden, wordt het noodzakelijk geacht om de waarde voor de aannemelijkheid van vitale blootstelling per verschijnsel te motiveren.
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City authorities worldwide have sought to rejuvenate and diversify their tourism product offerings by dispersing visitors into less familiar and frequented locales. Despite calls to understand such ‘new tourism areas’ (NTAs) in urban areas, few researchers have examined visitor responses to the implementation of NTA strategies, particularly outside Europe. This quantitative approach considers the profiles, attitudes and behaviours of NTA visitors in an Asian city that was undertaking dispersal efforts pre-pandemic in the context of mass inbound Chinese visitation. Distinct profiles are found for NTA visitors relative to other city arrivals in response to Hong Kong’s branding propositions. It is found that NTAs appeal to repeat visitors seeking cosmopolitan experiences and may help tourist dispersal and product differentiation, though the proposition that NTA visitors are more highly educated was not supported
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Traces of condom lubricants in fingerprints can be valuable information in cases of sexual assault. Ideally, not only confirmation of the presence of the condom but also determination of the type of condom brand used can be retrieved. Previous studies have shown to be able to retrieve information about the condom brand and type from fingerprints containing lubricants using various analytical techniques. However, in practice fingerprints often appear latent and need to be detected first, which is often achieved by cyanoacrylate fuming. In this study, we developed a desorption electrospray ionization mass spectrometry (DESI-MS) method which, combined with principal component analysis and linear discriminant analysis (PCA-LDA), allows for high accuracy classification of condom brands and types from fingerprints containing condom lubricant traces. The developed method is compatible with cyanoacrylate (CA) fuming. We collected and analyzed a representative dataset for the Netherlands comprising 32 different condoms. Distinctive lubricant components such as polyethylene glycol (PEG), polydimethylsiloxane (PDMS), octoxynol-9 and nonoxynol-9 were readily detected using the DESI-MS method. Based on the analysis of lubricant spots, a 99.0% classification accuracy was achieved. When analyzing lubricant containing fingerprints, an overall accuracy of 90.9% was obtained. Full chemical images could be generated from fingerprints, showing the distribution of lubricant components such as PEG and PDMS throughout the fingerprint, while still allowing for classification. The developed method shows potential for the development of DESI-MS based analyses of CA treated exogenous compounds from fingerprints for use in forensic science.
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4ILM IMA 2018 BA Thesis, to be converted into a paper submission for On The Horizon, Emerald.
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