Robert Williams, Jr.

The research presented in this Special Issue supports the model that HEI brand equity is focused on (1) customer image positioning and marketing; (2) firm identity and the clarification and promotion of values/culture/vision; and (3) how employees perceive and live the brand, thus creating a particular brand ‘Soul’ (Aaker, 2004; Hatch & Schultz, 20...

Gastro-tourism, a niche that attracts billions in revenue worldwide, involves intentional pursuits of authentic memorable culinary experiences while travelling internationally, regionally or locally. For gastro-tourists, food is the motivation for travel; the locations merely functions as vehicles for gastronomic experiences (food-related-activitie...

Gastro-tourists specifically travel to learn about new cultures through memorable food experiences. They span all ages, ethnicities, and incomes. These tourists plan more trips, stay longer, and spend more discretionary money when they travel. Interactions that include learning about regional foods and kitchen cultures and that foster relationships...

This research focuses on the characteristics and practices of self-identified gastro-tourists—travelers who plan excursions entirely or partially to experience other cultures through intense experiential gastronomic activities. This is the first empirical study that examines differences between ideal and actual gastro-tourist practices that include...

This groundbreaking research report published by the Texas Wine Marketing Research Institute at Texas Tech University (in conjunction with Mar-Kadam Associates), is the 1st authoritative and academically statistically survey undertaken regarding this latest market development in the wine industry. Survey reveals the 6 main consumption & motivatio...

The main objective of the study was to identify the influence of e-WOM on tourist visit intention and e-Reputation. The results of this research indicate a significant relationship between e-WOM and e-Reputation, and between e-WOM and tourist visit intention, in the context of social media (Jalilvand and Samiei, 2012b; Malik et al., 2016; Castellan...

Gastro-tourism is the pursuit of memorable, authentic food and beverage experiences while traveling globally, regionally, or even locally. This research paper is a synthesis of data and findings of an ongoing study to better define the phenomenon and to identify minimal critical elements that are necessary for sustainable gastro-destination develop...

This piece of research measures the impact of e-word of mouth on the e-reputation as well as investigates the influence on tourist destination selection. This research paper reveals that comments on social media and internet platforms can accurately reflect consumers' views and practices regarding destination selection and a destination's e-Reputat...

This chapter examines the emergence of craft beer as a noteworthy component of gastro-tourism. A grounded theory approach over a 2-year period (2017–2019) established the research and analysis framework, and provided the findings reported in this chapter. Our research has confirmed that: (1) large, global conglomerates; (2) national craft beer bran...

Consumer Preferences Regarding Canned Wines: Drivers and Motivations. Second survey of nearly 1,000 respondeents between ages of 21-88. Key findings on wine knowledge, 6 drivers. Current database of market players contains over 270 winemakers who offer over 660 SKUs of wine-in-a-can. For free, full 50-page report contact me at rwrenaming@gmail.com...

This research investigated consumer behavior regarding wine packaged in cans using a self-administered survey. Consumer awareness, prior product experience, and purchasing behavior were analyzed across demographics. Generational differences were found between awareness and prior product experience. However, no differences were found between educati...

This book analyzes the origins of marketing and branding strategies and the unique situations involving differentiation. 138 photographs of actual materials that were created and used in marketing campaigns between 1846 – 1946 bring to life these vintage innovations. Examining how and why these classic strategies were devised and implemented provid...

The vintage strategies which were created over 100 years ago continue to be successfully implemented in business today. Birchbox is an example of an entire company founded on the vintage category of samples, trials, and coupons. Cinnabon implemented an effective unique promotion similar to the scented sample trade cards used by Hoyt’s. Amazon, Tide...

This period saw significant technology innovations in transportation and communications which created profitable new product distribution and out-of-retail possibilities including self-service, mail-order and catalogs, and door-to-door. Examples of companies and brands that created or were the earliest to adopt and perfect these new place-centric s...

The timing of an introduction of a new or modified product or a new marketing tactic is critical. Too early, and sales do not materialize fast enough. Too late, and competitors gain unassailable market share. The companies that survived to dominate their markets for over 100 years perceived and quickly adapted to the fluxing nature of their markets...

Vintage brands and companies that dominated the markets of their era introduced 16 distinct differentiating marketing categories grouped under one of the 4Ps. Promotion: (1) saturation advertising, (2) unique promotion, (3) packaging innovation, (4) trade cards and visuals, (5) educating the consumers, (6) endorsements, (7) logos and trademarks, (8...

The marketing differentiation process involves three phases: (1) Creating product and marketing innovations. Designing a marketing innovation does not require a product innovation; however, product innovations demand marketing that emphasizes the product differentiation. (2) Implementing the differentiated marketing mix that includes strategies fro...

Some of the most innovative marketing strategies invented between 1846 and 1946, and still in use today, cleverly promoted yet subtlety disguised their true focus, which was price reduction and/or minimizing the risks associated with a purchase. Strategies that focused primarily on attracting customers by reducing their risk to purchase include sam...

In most fields today, there exist patterns of the revitalization of earlier innovations. Product and brand marketing cyclicality can be traced back to the 1846–1946 era where differentiated marketing and branding strategies first began. By understanding these origins, and the context within which the strategies were originally employed, the value o...

Toward the end of the nineteenth century, mass production created high-volume sales potential that required new distribution methods accompanied by innovative promotions focused on customer awareness. Successful businesses bombarded the buying public with unique, clever advertising to differentiate, promote, and establish their brands. This chapter...

This book analyzes the origins of marketing and branding strategies and the unique situations involving differentiation. Photographs of actual materials that were created and used in marketing campaigns between 1846-1946 are featured to bring to life these vintage innovations. Examining how and why these classic strategies were devised and implemen...

The major purpose of the paper is to examine whether travelers differ in their preferences for selecting a hotel. The study utilized a self-administered questionnaire with a selection of 30 attributes to empirically examine the topic using non-parametric statistical tools. Results indicate that cleanliness and parking facility were considered the m...

In this chapter we investigate a key factor in the branding process model – Brand Soul – as it is applied and embodied in a Higher Education Institution, and especially the impact of Brand Soul on the educational institution’s international marketing efforts. Brand Soul, defined as “the essence or fundamental nature – the authentic energy – of a br...

Branding in higher education today is necessary, but it isn’t easy -- it seeks to appeal to a diverse group of stakeholders and requires a strategy to make that branding a success. Renaming increases the difficulty of making strategic decisions, thus organizations need to address issues with a broader view of the higher education marketplace landsc...

This paper aims to explore how organisations can build consumer engagement and affinity through creating the conditions for the magic inherent in a shared narrative. Brands are facing up to a serious collapse in consumer confidence, which is having an increasingly detrimental effect on the trust that people choose to place in brands, and a conseque...

The retail industry market environment is very competitive; thus, in order to maintain their competitive advantage retailers are required to continuously come up with innovative offerings and systems. This chapter aims to provide useful insights for the retailers regarding the correlation between market orientation and innovation. The chapter illus...

This paper utilizes the Brand Flux Model to assist in tracking the fluxing nature or historical patterns of branding practices, and provides a graphic representation for following changes in branding or changes in position that result in either Reinforcing an existing brand, or Revitalizing, Refocusing, Renaming, or Retiring a brand. Through a case...

Within an increasingly more competitive landscape, Higher Education Institutions (HEIs) are becoming more marketized and promotionalized. Brand building is becoming a strategic administrative goal, yet clear brand management models are lacking. This paper utilizes the Brand Flux Model™ to assist in tracking the fluxing nature or historical patterns...

This paper examines infrastructure considerations and the significance of co-creation and co-branding within the Culinary Transnational Gastronomic Tourism Industry. Gastronomic Tourists crave hands-on immersion into regional food cultures. For the gastro-tourist, where experiencing-the-experience is paramount - the easier it is to find and access...

This paper examines infrastructure considerations and the significance of co-creation within the Transnational Culinary Gastronomic Tourism Industry. Gastronomic Tourists crave hands-on immersion into regional food cultures. For the gastro-tourist, where experiencing-the-experience is paramount -the easier it is to find and access safe, memorable f...

Emerging markets are extremely diverse and can require separate market entry and market development strategies. This paper will look at these opportunities through the lens of Value Flame at the Base of the Pyramid -VFBOP (Wil-liams, et al., 2011). These concepts will be used to explore the potential of shifting paradigms in regard to emerging mark...

Emerging markets are extremely diverse and can require separate market entry and market development strategies. This paper will look at these opportunities through the lens of Value Flame at the Base of the Pyramid - VFBOP (Williams, et al., 2011). These concepts will be used to explore the potential of shifting paradigms in regard to emerging mark...

Three Higher Education Institutions that underwent renaming are used to define and discuss: radical renaming, brand soul, Brand Flux™ and the eight principles of renaming in service organizations. A process model that depicts renaming decision-making and brand management activities that impact brand identity, image and thus brand equity is revealed...

With approximately 1.38 billion, Generation Y are currently in the job market or about to enter the job market, they are increasingly taking over the spending power of the previous generation, the Baby Boomers. The purpose of this qualitative study was to explore the impact country-of-origin information on the perception of Generation Y towards int...

Addressing potential markets in emerging countries is an important development in international marketing, and over the last decade research has been energized by the model of the Bottom of the Pyramid (BOP). More recently the focus has shifted away from defining the BOP potential in terms of identifying the market at the BOP, and toward creating a...

As Higher Education Institutions (HEI) become more marketised and increasingly promotionalised, brand building gains in intensity and names become increasingly important. This conceptual paper plans to explore the application of the Renaming Process Model which depicts the key components that impact the organization brand renaming process, regardin...

Applying Brand Management to Higher Education through the use of the Brand Flux Model™ - The Case of Arcadia University ABSTRACT Within an increasingly more competitive landscape, Higher Education Institutions (HEI) are becoming more marketized and promotionalized. Brand building is becoming a strategic administrative goal, yet clear brand managem...

The concepts of market orientation and innovation and their interrelationship with business success have been explored from a number of perspectives. However, research in this area has not explored the differences between start-up and mature companies. The research study acquired data from over two hundred Chief Operating Officers (CEO's) and Manag...

Purpose Much has been written concerning the value and validity of the bottom of the pyramid (BOP) model, as a strategy for multi‐national corporation (MNC) growth. The model presented in this paper adds to the discussion of strategic possibilities to tap the potential of emerging markets. This paper seeks to address these issues. Design/methodolo...

Purpose – This paper aims to present a case for the practical management of corporate reputation, in relation to two groups of concepts: communication, identity, and trust; and communication, identity, and image. Design/methodology/approach – A review of the current knowledge of corporate reputation, personality, identity, and image leads to devel...

The significance of emerging economies to global marketing within the context of a paradigm shift of international business is enormous. The purpose of this paper is to show that emerging markets have two separate areas of opportunity for multinational corporations: to buy and to sell. The paper first involves a discussion of economic growth in eme...

Purpose The paper aims to propose a model to investigate the relationships between price, use, quality, and culture regarding the adoption of high‐technology branding strategy. Design/methodology/approach Based on the identified areas of influence – price, use, quality and culture – a questionnaire was designed and randomly sent out to 70 responde...

The riots against the World Trade Organization in Seattle and the protests in Washington present a real threat to the reputation of global firms. Those changes in circumstance led international firms to pay considerable attention to the management of corporate reputation, which has been recognised as a major challenge for firms competing in changin...