Richard RutterAustralian Universiry Kuwait · College of Business
Richard Rutter
Associate Professor
About
19
Publications
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Introduction
Publications
Publications (19)
Commentators and academics now refer to Higher Education as a market and the language of the market frames and describes the sector. Considerable competition for students exists in the marketplace as institutions compete for students. Universities are aware of the importance of their reputations, but to what extent are they utilizing branding activ...
This paper analyses seaports’ brand personalities as a means of understanding similarities and differences of these important locations and their relationship with their host place image. Drawing upon Aaker’s (J Mark Res 34:347–356, 1997) brand personality construct, the study presents lexical analysis from the websites of nine seaports in the Midd...
This study extends understanding of and demonstrates the importance of corporate branding in the energy sector. We analyse the relationship between branding and consumer switching behaviour among the UK's Big Six electricity providers. Since privatization companies have competed against each other, but to the consumer they often appear to have very...
Purpose
The purpose of this paper is to explore the brand relationships between a mega-sports event, the Olympic Games, and its branded main sponsors, using the lens of brand personality.
Design/methodology/approach
The study uses the internet-based website communications of the sponsor and event brands to assess congruence in brand personality id...
Purpose. The role of emerging digital technologies is of growing strategic importance as it provides significant competitive advantage to organisations. The chief information officer (CIO) plays a pivotal role in facilitating the process of digital transformation. Whilst demand continues to increase, the supply of suitably qualified applicants is l...
This chapter examines the inter-relationships between government policy and higher education in the development of entrepreneurship in Oman. Grounded in Isenberg's entrepreneurship ecosystem framework, the role of higher education in driving entrepreneurialism, as a distinct subset of ‘education capital', is examined in the context of policy develo...
Purpose
This research tests empirically the level of consumer engagement with a product via a nonbrand-controlled platform. The authors explore how social media influencers and traditional celebrities are using products within their own social media Instagram posts and how well their perceived endorsement of that product engages their network of fo...
Experiences are a critical element in creating value for customers of service companies. In the tourism industry, employee–tourist encounters are particularly important as a lever for experience value creation. However, typically such encounters are based on a service quality logic that is standardised and functional (based on standard quality theo...
The purpose of this research is to understand the process of attitu-dinal changes towards a brand in crisis and the brand's communication around the crisis by utilising balance theory and brand personality. Four crisis case studies were selected and data was collected from brands' Twitter platforms on either side of the crisis event horizon. Result...
Recent advances in artificial intelligence have provided exciting new tools for scientific research that have been applied in many domains, including medicine, engineering, finance, the physical sciences, and online consumer analytics. Although text analytics is now quite a mature approach, image ana-lytics is still developing as research approach...
Emerging markets are a crucial driver of brand growth, social media a fundamental part of brand strategy and effective use viewed as instrumental to market success. Therefore, this study explores how managers objectify and measure social media within an emerging market. Semi-structured interviews were conducted with social media managers across a r...
The Crescent Ranking (CR) is a service benefiting both the supply‐side (“halal‐friendly” hotels) and the demand‐side (Muslims wanting to have a guest experience consistent with their way of living) within the tourism market. “Halal” is a technical term in the Arabic language usually translated as “permissible from the perspective of Islamic law (sh...
Providing employment opportunities for a predominantly young workforce has been a major issue of concern for governments in the GCC countries. As a result governments have become the choice and dominant employer but now there is the realisation that the public sector has reached saturation point and can no longer absorb any significant number of na...
This paper investigates whether or not five English political parties are differentiating themselves based on the brand personality they are communicating through their websites. The relative brand positions of five English political parties are analysed using Aaker's brand personality scale. The text from each party website is analysed using conte...
E-commerce offers opportunities in the form of a complex set of directions that many traditional, ‘bricks and mortar’ retailers are unsure of. Bombarded by a myriad of new words and techno jargon, it can be an intimidating experience. In this context, the retailers who embrace the challenge and who are able to cultivate an e-commerce platform are a...