Brand Management

Brand culture

by Jonathan Schroeder

A Holistic Model of Country of Origin Effect.

by Ahmet Bayraktar

Bayraktar, A. and Yeniyurt, S. (2012). A Holistic Model of Country of Origin Effect. Consortium for International Marketing Research (CIMAR), Taipei, Taiwan, 15-18 May 2012.

A Holistic Model of Country of Origin Effect.

by Ahmet Bayraktar

Bayraktar, A. and Yeniyurt, S. (2012). A Holistic Model of Country of Origin Effect. Consortium for International Marketing Research (CIMAR), Taipei, Taiwan, 15-18 May 2012.

Persuasive brand management: How managers can influence brand meaning when they are losing control over it

by Oriol Iglesias

Iglesias, O. and Bonet, E. (2012) Journal of Organizational Change Management, Vol. 25 Issue 2, pp. 251 165

Purpose – The purpose of this paper is to build a conceptual framework that enables an improved comprehension... more
Purpose – The purpose of this paper is to build a conceptual framework that enables an improved comprehension of how brand meaning is constructed.

Design/methodology/approach – Conceptual implications are drawn from an analysis and discussion of the literature in the fields of brand management, meanings, rhetoric, and narratives.

Findings – Brand managers are progressively losing control over the multiple sources of brand meaning. Brand meaning is co-created during the consumer-brand relationship and the customer-perceived brand meaning is re-interpreted at each touchpoint that a consumer has with a managerially determined brand interface, a brand employee, or an external stakeholder.

Originality/value – “Persuasive brand management” is presented as a new approach to brand management. It considers that the main activities of managers regarding brand strategy decisions involve processes of interpreting and creating meanings; as well as persuading a wide diversity of internal and external stakeholders.

The Brain Drain: Implications for Regional Economic Integration in the Expanding European Union.

by Matthew Jelavic

Jelavic, M. (2012). The brain drain: Implications for regional economic integration in the expanding European Union. In B. Chapalet, & M. Le Berre (Eds.), Producing New Knowledge on Innovation Management. Presses Universitaires de Grenoble, 99 – 111.

This paper provides a review and conceptual analysis of issues surrounding regional economic integration and the... more This paper provides a review and conceptual analysis of issues surrounding regional economic integration and the potential for inter-country brain drain within the expanding European Union (EU). As the EU expands eastward, it absorbs millions of highly skilled knowledge workers and opens opportunities for western European organisations to capitalise on this workforce. The migration of these skilled workers is a macro-exercise in eastern European knowledge management, and could have far-reaching implications at the regional, industry and organisational levels. This paper explores the context and implications of knowledge worker movement across fading borders.

Do brands really add value to real estate developments? (II)

by Alvaro HIDALGO

Branded Residences, Branding Tourism facilities & Condominiums Branded Residences, Branding Tourism facilities & Condominiums

Do brands really add value to real estate developments and travel destinations? ( and III)

by Alvaro HIDALGO

Critical analysis of the Branded Residences concept Critical analysis of the Branded Residences concept

7 words and a logo: Does a brand shape a destination?

by Alvaro HIDALGO

Branding Tourism destinations Branding Tourism destinations

How Luxury & Tourism transform economic unsettlement into steady growth

by Alvaro HIDALGO

Luxury, Tourism & Economic growth Luxury, Tourism & Economic growth

If Small is Beautiful.....Exclusive beats it.

by Alvaro HIDALGO

Luxury as a factor to set carrying capacity .TALC Luxury as a factor to set carrying capacity .TALC

Why Luxury brands aim non-core sectors?

by Alvaro HIDALGO

Extension of Luxury brands to Tourism facilities Extension of Luxury brands to Tourism facilities

Luxury, Sports and Developments

by Alvaro HIDALGO

Luxury, Sports and Residential Tourism Developments Luxury, Sports and Residential Tourism Developments

Organic Brands: Why Managers Need a New Perspective About Branding

by Oriol Iglesias

Co-authored with Nicholas Ind and Manuel Alfaro (2010)

If we take a neutral view – rather than one that goes from the organization to the customer – then we would see an... more If we take a neutral view – rather than one that goes from the organization to the customer – then we would see an organization with a permeable boundary – indicating its openness and transparency – that is already connected to an individual, who is also open. The area of overlap is that of dialogue where the idea of the brand, which we call organic, is created.

Analysis of Relationship between Pioneer Brand Status and Consumer’s Attitude toward a Brand

by ASEAN Marketing Journal (AMJ)

Author: Taryadi and Arga Hananto*


Institution: * Department of Management, Faculty of Economics, University of Indonesia. Email: arga.hananto@gmail.com


Suggested Citation: Taryadi and Hananto, A. (2011) Analysis of Relationship between Pioneer Brand Status and Consumer’s Attitude toward a Brand. ASEAN Marketing Journal, 3(1), 45-51, ISSN: 2085-5044

Previous research have indicated that brand pioneership provide some advantages such as high market share barriers to... more Previous research have indicated that brand pioneership provide some advantages such as high market share barriers to entry and consumers preference as well as higher consumer attitude. This paper intends to explore the relationship between perceived brand pioneership on consumers’ brand attitude. The study focuses on two competing brands from automatic transmission motorcycle category, namely Yamaha and Honda. Based on result from 90 respondents, this study confirms the perception that Yamaha (although not the true pioneer) is perceived by the majority of respondents as the pioneering brand in the automatic transmission motorcycle. This study also found that those respondents who perceived that Yamaha is the pioneer brand tend to ascribe higher brand attitude toward Yamaha than toward Honda. Result from this study adds to the repository of studies concerning brand pioneership as well as adding to repository of knowledge about Indonesian consumer behavior.

Keywords: Brand pioneership, consumer attitude, automatic transmission motorcycle

Tacit Knowledge and Personal Competitive Advantage: An Autopoietic Framework for Knowledge Management in Human Resources

by Matthew Jelavic

Jelavic, M. (2011). Tacit knowledge and personal competitive advantage: An autopoietic framework for knowledge management in human resources. Canadian Manager, 36(3), 22 – 23.

Destination Brand Components

by Clifford Lewis

Balakrishnan, M, Nekhili, R & Lewis, C 2011, ‘Destination Brand Components’, International Journal of Culture, Tourism and Hospitality Research, 5(1), 4-25

Purpose – This study matches destination brand components with motives and identifies those components that are most... more Purpose – This study matches destination brand components with motives and identifies those components that are most important for the consumer during various stages of the decision process. This study also aims to classify various functional and symbolic brand components. The findings take the customers’ point-of-view in identifying those descriptors that affect consumer choice preference and create destination loyalty.

Design/methodology/approach – The research is exploratory. Through a detailed literature review, destination brand components are identified, simplified and then classified as symbolic or functional. They are also classified by motive. The review is followed by a quantitative study that uses open-ended
questions to find the relationship between destination brand components and the stage of decision making. This study also presents a conceptual model with taxonomy of brand components.

Findings – Functional brand components seem to play a major role in a consumer’s description of place brands during the various decision making stages. This finding highlights the importance of stressing functional components in the destination’s branding strategy.

Originality/value – This study is the first of its type and can serve as a platform for future research, practically helping destinations create more effective communication.

Cultural perspectives on knowledge management in central and eastern Europe: The SECI model of knowledge conversion and ‘ba’

by Matthew Jelavic

Jelavic, M., & Ogilvie, K. (2010). Cultural perspectives on knowledge management in central and eastern Europe: The SECI model of knowledge conversion and ‘ba’. Journal of Information & Knowledge Management, 9(2), 161 – 169.

This research discusses the SECI Model of Knowledge Conversion as it relates to the 10 Central and Eastern European... more This research discusses the SECI Model of Knowledge Conversion as it relates to the 10 Central and Eastern European Countries (CEECs) that are now part of the European Union (EU). The socio-economic conversion from socialism to capitalism of these societies is unique in historical precedence, whereby utilising the contextual models in knowledge conversion are applicable for understanding the implications of such a phenomenon. The results indicate that there is a unique set of variables that need to be considered within this context and for future similar situations.

Keywords: SECI; knowledge conversion; national culture; Ba; central and eastern Europe.

Knowledge Management Views in Eastern and Western Cultures: An Integrative Analysis

by Matthew Jelavic

Jelavic, M., & Ogilvie, K. (2010). Knowledge management views in eastern and western cultures: An integrative analysis. Journal of Knowledge Globalization, 3(2), 51 – 69.

Traditional eastern and western views of knowledge continue to influence the knowledge management practices in today’s... more Traditional eastern and western views of knowledge continue to influence the knowledge management practices in today’s global workplace. Based on these views, several dominant theories have emerged on how to best manage in the international work environment. This research illustrates contradictions in these theories and extracts a new perspective from the dynamic literature stream. This innovative perspective provides an opportunity to leverage cultures and relationships holistically for effective knowledge transfer and cross-cultural understanding, and hence for effective management

Keywords: Knowledge, Culture, International Management, Knowledge Management, Hofstede Framework

Socio-Technical Knowledge Management and Epistemological Paradigms: Theoretical Connections at the Individual and Organisational Level

by Matthew Jelavic

Jelavic, M. (2011). Socio-technical knowledge management and epistemological paradigms: Theoretical connections at the individual and organisational level. Interdisciplinary Journal of Information, Knowledge, and Management, 6(1), 1 – 16.

This paper provides an evaluation of the literature pertaining to the autopoietic, connectionist, and cognitivist... more This paper provides an evaluation of the literature pertaining to the autopoietic, connectionist, and cognitivist epistemological paradigms. These paradigms exist at the individual and organisational level through diametrically opposed functionalist versus interpretive and integrative socio-technical knowledge management perspectives. The alignments of individual and organisational epistemologies are essential to the effectiveness of a knowledge management system. Knowl-edge management should consider the roots of knowledge theoretically in order to share or man-age knowledge dissemination successfully in organisations. The term ‘knowledge sharing’ has been emphasised and discussed comprehensively through its epistemological influential factors. This paper concludes the development of a Knowledge Management Epistemological Synthesis Model (KM-ES Model) and a comprehensive discussion and conclusion section focussing on the implications of epistemological influences on the knowledge management system of an organisa-tion. The results from this study provide both researchers and academicians with a clear under-standing of the interplay between epistemologies and a foundation for establishing an effective organisational knowledge management system.

Keywords: socio-technical, knowledge management, knowledge sharing, epistemology, cognitiv-ist, connectionist, autopoietic, functionalist, interpretive, KM-ES Model

Multidisciplinary Technical Teams: A Case Study

by Matthew Jelavic

Ogilvie, K., & Jelavic, M. (2009). Multidisciplinary technical teams: A case study. Canadian Manager, 33(3), 18 – 19.