No full-text available
To read the full-text of this research,
you can request a copy directly from the authors.
Perceptions of University-Corporate Partnership Influences on a Brand
Abstract
The marketing literature has not specifically addressed how customers perceive the type of strategic alliance inherent in university-corporate partnerships, which are primarily implicitly, versus explicitly known as in the case of co-brands or brand alliances. This study uncovers customer perceptions of university-corporate partnerships and examines how beliefs about university-corporate partnerships influence attitude toward the university brand. The results of focus groups and a survey are presented demonstrating that university customers have conflicting beliefs about university-corporate partnerships and that attitude toward the university is influenced (1) positively by beliefs about the benefits provided by university-corporate partnerships, (2) positively by beliefs about the importance of shopping with university-corporate partners, and (3) negatively by beliefs about university-corporate partnerships creating limitations on customer choices. Implications for theory and practice are offered.
... Firms have increasingly found it uneasy to manage the demands of the modern day business environment on their own due to limited marketing resources and technical capability (Hsu & Tang, 2010). In the light of this, Baker et al (2005) suggests that developing collaborative marketing relationships that integrates the skills and capabilities of each firm in order to improve their competitiveness is one strategic avenue available for firms to surmount these challenges. Such collaborative marketing relationships must involve resource sharing and risk sharing arrangements in order to give firms the advantage of withstanding the uncertainties and adverse turns in the business environment (Walden, 1999) as they seek to achieve set goals in the volatile business environment (Agundu & Olotu, 2011). ...
... It is usually not a decision to be taken lightly (Bititci, et al, 2004). In fact, establishing some type of business collaboration may be one of the more complicated decisions the management of a firm can make (Solis, 2011;Hsu & Tang, 2010;Baker et al, 2005;Shimizu, 2003). Ochterski (2012) identified the success factors in marketing collaboration to include likemindedness, communication, enhanced market opportunities and improved bottom line. ...
... Firms in today's globalized economy are making efforts to renew their processes in order to sustain their edge in the competition; and collaboration is one avenue that has helped in this effort (Baker et al, 2005;Bititci et al, 2004). Thus, value chains, extended enterprises, supply chains are becoming common-placed collaborative marketing practices (Bititci et al, 2004). ...
Rapid variations in customer requirements, market conditions and pressures from competitors have continued to instigate shifts in the business landscape. Yet, the fundamental principle of survival has continued to spell the programmes and activities of marketers. Firms are increasingly faced with the challenge of fulfilling the value requirements of customers and investors amidst scarce resources; yet they are expected to keep their businesses in good health. The current study sought to examine the nexus between collaborative marketing and business wellness of Global System of Mobile-communication (GSM) service providers in Nigeria. The study adopted an explanatory research design and employed the use of questionnaire as instrument of primary data collection. Data collected from ninety-eight (98) respondents was utilized in the final analysis. The study employed descriptive statistics at the primary level of analysis, while the P(r) was used to test the hypotheses, relying on SPSS version 20.0. Based on the analyses, the study found that collaborative marketing through resource sharing and risk sharing positively correlates with business wellness, through sales growth, market share and profitability. The study therefore concluded that business wellness is significantly influenced by collaborative marketing; and recommends that GSM service providers in Nigeria that seek to improve the wellness of their businesses should invest in collaborative marketing initiatives that allows resource sharing and risk sharing arrangements.
... The study found that collaborative marketing through resource sharing and risk sharing positively correlates with business wellness, through sales growth, market share and profitability. The statement of Baker et al (2005), Lancioni et al, (2003) and Bititci et al (2004) who suggests that collaborative marketing do not only offer companies the avenue to re-create their businesses; but also allows them to create and maintain a competitive edge in today's global economy where market conditions and customers' demand for greater value dictate the tempo and rhythm of business decisions and actions. [Nwulu and Nwokah (2018) in their paper investigated the relationship between customer service management and marketing performance of food and beverage manufacturing firms in Nigeria. ...
... The findings of Melovic, Mitrovic, Djokaj and Vatin (2015) and Iruka and Ateke (2015) revealed that the level of customer service provided by the organisation is directly connected with the market share of that company. Nwulu and Nwokah (2018) and Baker et al (2005), Lancioni et al, (2003) and Bititci et al (2004) customer service management contributes significantly to sales growth, market share and profitability. ...
This study examined the relationship between customer experience management and marketing wellness of Road transport firms in Nigeria. The study adopted the cross-sectional survey in its investigation of the variables. Primary data was generated through structured questionnaire. A sample of 359 respondents was drawn from 3 Road transport firms in Port Harcourt. A sample size of 189 respondents was used for the study. The Taro Yamen's formula was used to determine the sample size. The hypotheses were tested using the Spearman Rank Order Correlation with the aid of Statistical Package for Social Sciences Version 23.0. The study findings revealed that there is a significant relationship between customer experience management and marketing wellness of Road transport firms in Nigeria and concluded that there is a relationship between both variables. The study recommends that Road transport firms in Nigeria should constantly be rediscovering better ways of enhancing its experiencing levels by observing the developments in the industry. Great companies worldwide that have invested in customer experience management systems have continuously recorded high performance.
... Collaboration between members of a distribution channel is driven by the need to achieve shared goals and maintain competitive edge (Baker et al., 2005). This is because collaboration enable firms coordinate efforts and processes along the value chain and also confer sustained vitality. ...
This study examined the impact of channel collaboration on market presence. The study decomposed channel collaboration into information sharing, joint promotion and process integration; and proxied market presence with brand awareness and product availability. The population of the study comprised 12 fast moving consumer goods (FMCG) distributors in Rivers State. The entire population was studied, while primary data was collected from 3 management level (sales, customer service and logistics managers) staff of each firm. The study collected primary data using a multiple-choice structured questionnaire designed in the 5-point Likert scale, and whose reliability and validity were determined using Cronbach's alpha test and exploratory factor analysis respectively. The multiple regression analysis served as test statistic, relying on Statistical Package for Social Sciences (SPSS) version 24.0. The study found that channel collaboration has a strong positive and statistically significant effect on the market presence of FMCG distributors in Rivers State. The study also revealed that a percentage increase in information sharing leads to 82% and 41% increase in brand awareness and product availability respectively; a percentage increase in joint promotion results in 18% and 68% increase in brand awareness and product availability respectively; and a percentage increase in process integration generates about 17% and 15% increase in brand awareness and product availability respectively. Thus, the study concludes that channel collaboration is a catalyst for market presence; and recommends that FMCG distributors in Rivers State that seek improved market presence should engage in information sharing and joint promotion, and also integrate their operating processes with channel intermediaries. Thus, the study concludes that channel collaboration is a catalyst for market presence; and recommends that FMCG distributors in Rivers State that seek improved market presence should engage in information sharing and joint promotion, and also integrate their operating processes with channel intermediaries.
... However, many organizations find it difficult to achieve this goal because of their limited resources and technical capacity. A way to handle this is to develop alliances that can integrate the resources of each company for the benefit of partners (Baker, Faircloth, & Simental, 2005;Hsu & Tang, 2010). ...
... Researcher explored the drivers for branding and attitudes towards university brands: the importance of brand promise and brand positioning (Furey, Springer, & Parsons, 2014); key brand personality positioning according to a further article (Rutter, Lettice, & Nadeau, 2017) is based on: sophistication, competence, sincerity, ruggedness and excitement. Further articles focus on the challenges of university branding and the key features that contribute to making university branding different from commercial branding; and how and when universities adopt a branding and re-branding strategy (Baker, Faircloth, & Simental, 2005;Chapleo, 2015b;Fay & Zavattaro, 2016). ...
... HEIs built their brand image through partnerships and co-branding with universities in different parts of the world to identify what those HEIs stand for and reveal all stakeholders' perceptions towards them (Hemsley-Brown et al., 2016). Through branding, HEIs desire to obtain support from the business zone (Baker et al., 2005). Besides the above factors, there is a need for creating brand value for the HEIs because environmental variations such as privatisation, devolution, divergence, globalisation, and augmented rivalry are usual to most nations (Harsha and Shah, 2011). ...
This study is based on the general review of the challenges faced by HEIs during the branding process and further recommends suitable strategies for branding universities. The most prominent challenges facing the HEIs to brand themselves are their inability to create the brand identity, difficulties in communicating the brand through appropriate brand-building activities, cultural issues affecting HEIs, pros, and cons of making alliances and partnerships, and insufficient infrastructural facilities to showcase its brand value. The strategies suggested includes: 1) designing creative logos and slogans; 2) identifying the competitive advantage and communicate it to its stakeholders through appropriate channels; 3) inculcating 'institutional brand' as a culture among employees; 4) establishing strategic partnerships with other universities; 5) providing start-of-art digital platforms and online presence. These strategies would also help HEIs develop appropriate brand management practices and position themselves to achieve a competitive advantage in the global market.
... HEIs built their brand image through partnerships and co-branding with universities in different parts of the world to identify what those HEIs stand for and reveal all stakeholders' perceptions towards them (Hemsley-Brown et al., 2016). Through branding, HEIs desire to obtain support from the business zone (Baker et al., 2005). Besides the above factors, there is a need for creating brand value for the HEIs because environmental variations such as privatisation, devolution, divergence, globalisation, and augmented rivalry are usual to most nations (Harsha and Shah, 2011). ...
... Researcher explored the drivers for branding and attitudes towards university brands: the importance of brand promise and brand positioning (Furey, Springer, & Parsons, 2014); key brand personality positioning according to a further article (Rutter, Lettice, & Nadeau, 2017) is based on: sophistication, competence, sincerity, ruggedness and excitement. Further articles focus on the challenges of university branding and the key features that contribute to making university branding different from commercial branding; and how and when universities adopt a branding and re-branding strategy (Baker, Faircloth, & Simental, 2005;Chapleo, 2015b;Fay & Zavattaro, 2016). ...
The purpose of this review is to identify key research themes in the field of higher education (HE) supply-side marketing through a systematic search of journal article databases of papers published between 2005 and 2019; to report on current issues and themes; and ascertain research gaps in the literature for exploitation in future research. Based on an analysis of 105 papers from the field of HE marketing, five major themes characterizing the research on HE marketing are presented in the paper: the marketization of HE; marketing communications; branding, image and reputation; marketing strategy; and recruitment, alumni and gift-giving. Some thoughts about the nature of the knowledgebase in this field and recommended topics for research conclude the paper.
... Intensifying competition has increased the importance of branding in academia. Universities may, for example, wish to increase the number and quality of students (Belanger et al. 2002;Suomi 2014), improve student loyalty (Helgesen and Nesset 2007), improve alumni links (Ressler and Abratt 2009), recruit talented employees (Whisman 2009), and gain support from the corporate sector (Baker et al. 2005) as well as further distinguish themselves from other actors in higher education (Scarborough 2007). However, it is argued that higher education is distinctly multifaceted with regard to its stakeholder environment, and thus differs from many other environments (Chapleo and Simms 2010). ...
Although research on branding in higher education has grown, a specific focus on internal branding in this sector is still scarce. Brand support by mid-level administrative staff and deans is a key element in internal branding of a university. This study explores the extent to which internal branding contributes to this group’s understanding of and engagement with a public institution’s rebranding campaign. It identifies challenges and practice insights for practice for internal branding activities when engaging these internal stakeholders, linking to wider brand management theory and practice. A qualitative case study approach was employed to understand the effectiveness of internal branding holistically, and in context. In 2016, nineteen depth interviews were conducted with a range of mid-level administrators and deans including those at the student union, regional campuses, directors of departments, and deans of faculties and schools at a large Canadian university. The data was analysed using Nvivo qualitative data analysis software. On the basis of the results, it is apparent that internal branding has a valuable role in relation to higher education brand management strategy. Results offer a holistic view of the rebranding process, and explore understanding of and engagement with the rebranding campaign. This paper addresses a gap in the public sector brand management literature and demonstrates theoretical and practical implications for improved understanding and brand management strategy.
... Further, support from alumni, businesses, local community and media is crucial (e.g. Baker et al. 2005;Ressler and Abratt 2009;Pedro et al. 2018), as is obtaining funding (e.g. Ressler and Abratt 2009). ...
This study examines the implementation of a re-branding campaign in a public Canadian university. Data collection comprised 19 qualitative semi-structured interviews with key internal university stakeholders (Dean and Mid-level Administrators). The data revealed three core dilemma pairs: (1) new brand vs. previous brand; (2) voice at the organisational level vs. voice at the departmental level; and (3) voluntary down-up voicing vs. up-down voicing. Results suggest that successfully implementing the new brand should not exclusively rely upon internal marketing communication; instead, internal branding through handling ambiguities and addressing emerging dilemmas by enhancing engagement, building mutuality and unlocking the meaning in the re-branding can help improve success. This study reveals that implementing a re-branding campaign in higher education involves embracing the world of dilemmas by involving and empowering employees in dilemma reconciliation. The reconciliation of detected brand-related dilemmas with and by employees can be achieved by involving employees in the process of re-branding from the beginning. Indeed, this paper suggests the preparedness to detect and address dilemmas is central to successful re-branding. Our results indicate that traditional change management approaches produce unreconciled dilemmas that hinder the implementation of the new brand. We conclude that efforts to build employee engagement in re-branding do not build employee supportiveness towards the new brand unless core dilemmas are reconciled.
... Often, these resources are not within the reach of individual firms because individually, firms have limited resources and technical capability (Hsu & Tang, 2010). Baker, Faircloth, & Simental (2005) suggest that developing collaborative relationships that integrate the skills and capabilities of each firm in order to improve competitiveness is one strategic avenue open for firms to surmount these challenges. Also, due to frequent introduction of new products and the customisation requirement of contemporary consumers, complex design and product specification, and shifts in preferences; continuous contact with customers and suppliers through supply chain network integration is very necessary (Davenport, 1998).Network integration requires that companies in the chain have a common identity, which can range from commitment to agile practices, compatibility of structure, information architecture and tradable competencies (Yusuf et al, 2004). ...
The challenges of todays' business-scape require that firms regularly rethink and modify their key operating policies and practices; especially those relating to how they source for inputs and deliver finished products to consumers. As globalization brings international competition to the door-post of every firm in every nation, only firms that seamlessly adapt and timeous/y respond to the kaleidoscope of consumer requirements can endure and prosper. The purpose of this paper therefore, is to identify SCM practices that facilitate firms' ability to respond to market demands promptly, and in a coordinated manner. The paper through an extensive review of literature identified customer sensitivity, knowledge leverage, postponement, JIT, customer relationship management, amongst other management practices as keys to supply chain agility. The paper concludes that supply chain agility is a gravely required organizational capability that could inform survival and prosperity in the fast-paced volatile modern day business-scape, and thus recommends. that firms in Nigeria that seek efficiency in their operations, to drive the economy of Nigeria, should embrace agile practices in the way(s) they source for, and deliver products to their customers.
... Subsequently, alliance members expand their marketing strategies to enhance their partners' competitive advantages in the market, allowing the partners to maintain sustained, mutually beneficial cooperative relationships. Baker et al. (2005) indicated that marketing strategic alliances are based on the principles of resource sharing and cooperation, which enable alliance members to achieve certain objectives. ...
Extant studies on marketing strategic alliance development lack systematic measurement models; consequently, they cannot provide a holistic picture of the relationship evaluation stage. In addition, it is difficult to clearly understand the interactive effects between the critical elements of marketing strategic alliance development. Therefore, this study proposes a systematic measurement model, called the hierarchy structural fuzzy analytical network process model (H-S FANP model), to evaluate the correlation, interaction, and mutual dependence of the critical elements at the evaluation stage. This model combines four methods, i.e., the interpretation of structural model, Matrice d’ Impacts Croisés Multiplication Appliquée à un Classement, fuzzy linguistic preference relations, and analytical network process (ANP), to overcome various problems encountered when using the conventional ANP. To illustrate how the H-S FANP model can be applied, this study uses the mobile telecommunications industry in Taiwan as an empirical subject. The findings show that the H-S FANP model can assist the mobile telecommunications industry in its long-term marketing strategic alliance development and help decision-makers in improving their evaluation quality and calculation efficiency when analyzing critical elements during the evaluation stage of development.
... 4 For a comprehensive account see Redler, 2003or Redler, 2014 See above for detailed substantiation of these outcomes. 6 Dla tego celu przyjmuje się bardziej normatywną perspektywę, jak używa jej Redler, 2014. 7 Regardless of type, it must be discussed whether the alliance will refer to a partner´s product brand or to its organisation brand or corporate brand. ...
This paper addresses management issues of brand alliances as part of a scientific organisation´s marketing strategy. Though brand alliances have become quite popular with consumer products they seem to be exceptions in the marketing context of academic or scientific organisations. Against this background, the paper develops a brand alliance approach considering requirements of strategically marketing scientific organisations. As a starting point, brand alliances are discussed as a sub-category to brand combinations. Furthermore, opportunities for scientific organisations associated with the alliance approach are elucidated as well as, from a more general perspective, major threats. In the following course, the paper focuses on modelling a framework of customer-based brand alliance effects, referring to the behavioural science-based view of brands which conceptualises brands as the psychological reaction to the exposure of brand elements like a name, logo or symbols. In that context, prerequisites for success are examined as well. Further, essential components of a brand alliance management process are discussed and its application to scientific organisations is expounded. Aspects like, e.g., choosing and evaluating a partner brand, positioning a brand alliance or monitoring brand alliance performance are illuminated. In regard to practical application also factors and requirements for organisation´s brand alliance success are outlined.
... tenacious competitors in the retail industry. Increasingly, many companies find it difficult face these challenges because of their limited marketing resources and technical capacity. One solution is to develop marketing strategic alliances that can integrate the marketing resources of each company and thereby enhance their competitive advantage (Baker et. al., 2005). At this time, however, marketing strategic alliances are still mostly based on short-term cooperation, and, for the most part, consider the interests of the alliance rather than develop long-term relationships between retailing firms and marketing strategic alliance partners (Henri Jean-Francois, 2006; Araz and Ozkarahan, 2007; Rachel ...
Because of limited resources and restricted technical capabilities, it is difficult for individual firms to face a dynamic environment and competitors on their own. To gain competitive advantage, therefore, firms must pool marketing resources and develop reliable, long-term relationships with their partners in marketing strategic alliances. Three stages are involved in establishing marketing strategic alliances: partner selection, long-term relationship development, and long-term relationship maintenance. Of the three, the second stage (long-term relationship development) is the most important in determining the success or failure of long-term relationships in such strategic alliances. This study proposes a model of marketing strategic alliances to develop long-term relationships in retailing, based on the theory of power and the knowledge-based view to create a hierarchical framework. The study also uses fuzzy linguistic preference relations to determine the importance weights of influential attributes in hierarchical frameworks, thus identifying the key dimensions and attributes useful in developing long-term relationships between retailing firms and marketing strategic alliance partners.
Strategic alliance has been associated with competitive advantage, yet not all alliances yield expected results. The microfinance sub-sector in Nigeria have been linked with poor performance like poor market share, low returns on asset, lack of innovative products. There seems to be some level of pessimism that the sub-sector cannot serve as a catalyst to economic growth. This has been attributed to a lack of cohesion among microfinance banks which has created a huge gap among practitioners. The study investigated the effect of strategic alliance dimensions on market share by administering 220 questionnaires to selected microfinance banks in Lagos Nigeria. Using multiple regression analysis, the results show that strategic alliance dimensions have a significant and positive effect on market share. The findings revealed adjusted R 2 = 0.107, F(4, 155) = 5.757, p=0.000 (p <0.05). The paper recommended that microfinance banks focus on alliance as a way to increase competitive advantage.
This study integrates three methods for evaluating the interaction and importance of key factors, while mapping the differences between development and maintenance stages during the formation of marketing strategic alliances in the telecommunications industry. A systematic, quantitative, integrated measurement is proposed to evaluate the importance of factors. Moreover, it provides a holistic picture of similarities and differences across stages for establishing marketing strategic alliance relationships. The factors' evaluation results show that the maintenance stage is critical for the relationship as it relates to sustaining the collaboration and can determine whether a marketing strategic alliance will continue or terminate.
Online) Качалов Р. М., Слепцова Ю. А., Климанова А. Р. Формирование позитивного образа научной организации в социальном пространстве Kachalov R. M., Sleptsova Yu. A., Klimanova A. R. Forming a positive image of a scientific institution in the social environment УДК 001:339.138:659 1 Центральный экономико-математический институт Российской академии наук, г. Москва, Россия 2 Казанский инновационный университет им. В. Г. Тимирясова (ИЭУП), г. Казань, Россия ФОРМИРОВАНИЕ ПОЗИТИВНОГО ОБРАЗА НАУЧНОЙ ОРГАНИЗАЦИИ В СОЦИАЛЬНОМ ПРОСТРАНСТВЕ Цель: выделение, исследование и систематизация методов формирования и актуализации привлекательного бренда научной организации гуманитарного профиля в современных российских условиях. Методы: абстрактно-логический. Результаты: в статье проанализировано значение информации о результатах научных исследований и механизмов ее распространения в условиях сокращения финансирования научных организаций. При этом проблемой остается налаживание взаимосвязей научных организаций гуманитарного профиля с потенциальными пользователями. Показано, что решение этой проблемы может осуществляться за счет формирования позитивного образа научной организации в форме бренда, который может обеспечить эффективное распространение информации о достижениях научной организации и возможных способах их коммерческого применения в практике работы производственных и образовательных структур. В статье изучены подходы к определению понятия бренда научной организации, включая понятие авторитета и ре-путации, на основе которых сформулирован авторский подход к данному термину. Определено, что значительную роль в формировании бренда научной организации играет инфокоммуникационное пространство, являющееся необходимым условием для формирования позитивного образа научной организации. Также определено понятие целевой аудитории научной организации и выполнена ее сегментация на несколько групп по типам взаимодействия, видам сотрудничества и ожидаемым результатам партнерства. Выявлены способы привлечения внимания представителей целевой аудитории бренда, а также принципы взаимодей-ствия с другими научными организациями и потенциальными потребителями результатов научных исследований. Сформулированы рекомендации по развитию бренда научной организации на основе временного и пространствен-ного подхода. Научная новизна: в статье впервые представлена структура целевой аудитории бренда научной организации соци-ально-гуманитарного профиля и рассмотрены современные инструменты позиционирования научной организации в научной, предпринимательской и т. п. средах. Практическая значимость: полученные результаты найдут применение в практике работы научных организаций, осуществляющих свою деятельность в условиях значительного сокращения государственной поддержки, для поиска дополнительных источников финансирования научных исследований в стратегической перспективе. Ключевые слова: экономика и управление народным хозяйством; научная организация; бренд научной организации; целевая аудитория; результаты научной деятельности; научная продукция; позиционирование бренда научной организации Благодарность. Работа выполнена при финансовой поддержке Российского фонда фундаментальных исследований (проект 17-02-00095). Как цитировать статью: Качалов Р. М., Слепцова Ю. А., Климанова А. Р. Формирование позитивного образа научной организации в социальном пространстве // Актуальные проблемы экономики и права.
Online) Качалов Р. М., Слепцова Ю. А., Климанова А. Р. Формирование позитивного образа научной организации в социальном пространстве Kachalov R. M., Sleptsova Yu. A., Klimanova A. R. Forming a positive image of a scientific institution in the social environment УДК 001:339.138:659 1 Центральный экономико-математический институт Российской академии наук, г. Москва, Россия 2 Казанский инновационный университет им. В. Г. Тимирясова (ИЭУП), г. Казань, Россия ФОРМИРОВАНИЕ ПОЗИТИВНОГО ОБРАЗА НАУЧНОЙ ОРГАНИЗАЦИИ В СОЦИАЛЬНОМ ПРОСТРАНСТВЕ Цель: выделение, исследование и систематизация методов формирования и актуализации привлекательного бренда научной организации гуманитарного профиля в современных российских условиях. Методы: абстрактно-логический. Результаты: в статье проанализировано значение информации о результатах научных исследований и механизмов ее распространения в условиях сокращения финансирования научных организаций. При этом проблемой остается налаживание взаимосвязей научных организаций гуманитарного профиля с потенциальными пользователями. Показано, что решение этой проблемы может осуществляться за счет формирования позитивного образа научной организации в форме бренда, который может обеспечить эффективное распространение информации о достижениях научной организации и возможных способах их коммерческого применения в практике работы производственных и образовательных структур. В статье изучены подходы к определению понятия бренда научной организации, включая понятие авторитета и ре-путации, на основе которых сформулирован авторский подход к данному термину. Определено, что значительную роль в формировании бренда научной организации играет инфокоммуникационное пространство, являющееся необходимым условием для формирования позитивного образа научной организации. Также определено понятие целевой аудитории научной организации и выполнена ее сегментация на несколько групп по типам взаимодействия, видам сотрудничества и ожидаемым результатам партнерства. Выявлены способы привлечения внимания представителей целевой аудитории бренда, а также принципы взаимодей-ствия с другими научными организациями и потенциальными потребителями результатов научных исследований. Сформулированы рекомендации по развитию бренда научной организации на основе временного и пространствен-ного подхода. Научная новизна: в статье впервые представлена структура целевой аудитории бренда научной организации соци-ально-гуманитарного профиля и рассмотрены современные инструменты позиционирования научной организации в научной, предпринимательской и т. п. средах. Практическая значимость: полученные результаты найдут применение в практике работы научных организаций, осуществляющих свою деятельность в условиях значительного сокращения государственной поддержки, для поиска дополнительных источников финансирования научных исследований в стратегической перспективе. Ключевые слова: экономика и управление народным хозяйством; научная организация; бренд научной организации; целевая аудитория; результаты научной деятельности; научная продукция; позиционирование бренда научной организации Благодарность. Работа выполнена при финансовой поддержке Российского фонда фундаментальных исследований (проект 17-02-00095). Как цитировать статью: Качалов Р. М., Слепцова Ю. А., Климанова А. Р. Формирование позитивного образа научной организации в социальном пространстве // Актуальные проблемы экономики и права.
Industry–university collaborations (IUCs) have received increased attention in management practice and research. The need for innovation in today’s business environment and the ambition of policymakers to commercialize academic knowledge intensify this trend. However, although research has devoted considerable effort to finding the determinants of success for interfirm collaboration, much less is known about IUCs. This article presents the results of a systematic review of the literature on the collaboration between industry and universities. We perform an extensive analysis of research published on industry–university collaboration projects with the objective of distilling factors that influence the success of such collaborations. We propose a novel conceptual model, which synthesizes our empirical results, and use it to organize and categorize influencing factors and their interrelationship within the collaboration process. Based on our review of existing literature, we identify an agenda for future research in this domain.
The development of viable partnerships with the business community is crucial for a sustainable development of universities in the current economic framework. The dialogue between academia and businesses may take place in different areas, like competences and skills needed to be developed for graduates, internships in companies, common research projects, trainings, funding a.s.o. The paper aims to present the experience of different universities across the world in developing successful partnerships and some of the success stories that can be identified in Romania, with the goal of proposing a framework for good practices within Romanian universities that will allow them to benefit from an appropriate dialogue with the business community in accordance with the European Union policies and that will foster their expansion.
This study applied relationship life cycle concept and separated two stages including relationship development and relationship maintenance to derivate influence factors in each stage based on relative literature for relationship development. This study proposed a model which called “Relationship Hierarchy Structural Fuzzy ANP Model”, and apply this model to investigate and compare interaction, influence, and importance of different factors cross-stage for marketing strategic alliance relationship development in the telecommunications industry. According to research results, we provide relationship management strategies for managers of telecommunication companies. The cross-stage influence factors of marketing strategic alliance development have correlation and interaction through examination by utilizing our model, and further the importance of influence factors will change when their interaction considered.
Corporate sponsorship is now commonplace across the college athletic landscape; however, the introduction of naming-rights sponsorships for college football stadiums has been a significantly slower process. Although there are several Division I Football Bowl Subdivision (FBS) programs that have secured naming-rights partners (i.e. University of Minnesota), this practice is still the exception rather than the norm, which is also true in many other global sport contexts. In order to better understand this phenomenon, the goal of this study was to investigate fans’ attitudes related to sponsorship, tradition, and commercialism in college football. The results indicated fans that had more positive attitudes toward sponsorship had more positive behavioral intentions toward both the football program and a potential naming rights partner. On the other hand, those who had more positive perceptions of the institution's football tradition and venue had more negative behavioral intentions. Theoretical and practical implications are discussed, as well as suggestions for future research.
Charitable organizations are under increasing financial pressure to attract and retain private donors. However, scales measuring consumer attitudes toward giving to charity have yielded ambiguous results in the past. Scales to measure consumer attitudes toward the act of helping others and toward charitable organizations are developed and tested for dimensionality and internal consistency using advocated procedures. The resulting measures are important to academicians, policymakers, and practitioners in the development of theory, public policy, and marketing strategy.
In this article, we provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development. We present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests. We discuss the comparative advantages of this approach over a one-step approach. Considerations in specification, assessment of fit, and respecification of measurement models using confirmatory factor analysis are reviewed. As background to the two-step approach, the distinction between exploratory and confirmatory analysis, the distinction between complementary approaches for theory testing versus predictive application, and some developments in estimation methods also are discussed.
The authors examine the growing and pervasive phenomenon of brand alliances as they affect consumers' brand attitudes. The results of the main study (n = 350) and two replication studies (n = 150, n = 210) together demonstrate that (1) consumer attitudes toward the brand alliance influence subsequent impressions of each partner's brand (i.e., "spillover" effects), (2) brand familiarity moderates the strength of relations between constructs in a manner consistent with information integration and attitude accessibility theories, and (3) each partner brand is not necessarily affected equally by its participation in a particular alliance. These results represent a first, necessary step in understanding why and how a brand could be affected by "the company it keeps" in its brand alliance relationships.
What type of consumer foregoes the convenience of hometown shopping and travels to out-of-town markets to purchase goods?
This question continues to be the subject of much interest to marketers. The research reported in this article replicates
and extends the growing body of intermarket patronage literature. Specifically, this article analyzes the demographic and
psychographic profiles of inshoppers, occasional outshoppers, and frquent outshoppers. In addition, the importance of eight
shopping area attributes are compared across the three intermarket patronage segments.
The theory of reasoned action and the low-involvement hierarchy model were tested using cross-lagged panel correlation. It
was proposed that the low-involvement hierarchy model would more accurately reflect the behavior of low-brand-committed individuals
and that the theory of reasoned action would more accurately reflect the behavior of high-brand-committed individuals. Although
the findings did not completely support these hypotheses, the general thrusts of the hypotheses appear to be supported. Additionally,
behavior was hypothesized and shown to influence habit for all individuals.
Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legiti- macy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relation- ship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains—brand loyalty and brand personality—are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers' lived experiences with their brands.
This article offers a new approach to celebrity endorsement. Previous explanations, especially the source credibility and source attractiveness models are criticized, and an alternative meaning transfer model is proposed. According to this model, celebrities' effectiveness as endorsers stems from the cultural meanings with which they are endowed. The model shows how meanings pass from celebrity to product and from product to consumer. The implications of this model for our understanding of the consumer society are considered. Research avenues suggested by the model are also discussed. Copyright 1989 by the University of Chicago.
This study examines how consumers interact with representatives of marketing institutions by investigating the individual difference variables of consumer assertion and aggression. The development of scales to measure these variables is reported along with the validating analyses, which indicate that consumers may be divided into four groups based on the interaction strategies they use.
I: Background.- 1. An Introduction.- 2. Conceptualizations of Intrinsic Motivation and Self-Determination.- II: Self-Determination Theory.- 3. Cognitive Evaluation Theory: Perceived Causality and Perceived Competence.- 4. Cognitive Evaluation Theory: Interpersonal Communication and Intrapersonal Regulation.- 5. Toward an Organismic Integration Theory: Motivation and Development.- 6. Causality Orientations Theory: Personality Influences on Motivation.- III: Alternative Approaches.- 7. Operant and Attributional Theories.- 8. Information-Processing Theories.- IV: Applications and Implications.- 9. Education.- 10. Psychotherapy.- 11. Work.- 12. Sports.- References.- Author Index.
Although cause-related marketing has become increasingly popular, academic researchers have only begun to examine how consumers respond ro it. In this study, the authors explore in depth how consumers think and feel about cause-related marketing. They develop a framework of consumer responses that includes a typology of consumers. The authors also discuss implications for research, business find nonprofit marketing, and public policy.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
Though most observers acknowledge that consumers make inferences among product attributes, the influence of such inferences on product evaluation is much less clear. Study respondents evaluated products for which information on one of two attributes was systematically omitted. A general model is built to estimate the directional effect of inferences on product evaluation. The effect of inferences to a missing attribute is statistically significant and in the expected direction. In one case, the marginal value of the remaining attribute (price) reverses in sign because of an inference. Thus, inferences are theoretically important and a potentially troublesome issue in the modeling and measurement of consumer choice processes.
The authors report two studies investigating the effectiveness of a composite brand in a brand extension context. In composite brand extension, a combination of two existing brand names in different positions as header and modifier is used as the brand name for a new product (e.g., Slim-Fast chocolate cakemix by Godiva). The results of both studies reveal that by combining two brands with complementary attribute levels, a composite brand extension appears to have a better attribute profile than a direct extension of the header brand (Study 1) and has a better attribute profile when it consists of two complementary brands than when it consists of two highly favorable but not complementary brands (Study 2). The improved attribute profile seems to enhance a composite's effectiveness in influencing consumer choice and preference (Study 2). In addition, the positions of the constituent brand names in the composite brand name are found to be important in the formation of the composite's attribute profile and its feedback effects on the constituent brands. A composite brand extension has different attribute profiles and feedback effects, depending on the positions of the constituent brand names.
Although brand theorists suggest that what a person knows about a company (i. e., corporate associations) can influence perceptions of the company's products, little systematic research on these effects exists. The authors examine the effects of two general types of corporate associations on product responses: One focuses on the company's capabilities for producing products, that is, corporate ability (CA) associations, and the other focuses on the company's perceived social responsibility, that is, corporate social responsibility (CSR) associations. The results of three studies, including one that measures respondents' CA and CSR associations for well-known companies and one that uses consumers recruited in a shopping mall, demonstrate that (1) what consumers know about a company can influence their beliefs about and attitudes toward new products manufactured by that company, (2) CA and CSR associations may have different effects on consumer responses to products, and (3) products of companies with negative associations are not always destined to receive negative responses. The authors conclude by discussing the implications of these findings for marketing managers and further research.
Cause-related marketing represents the confluence of perspectives from several specialized areas of inquiry such as marketing for nonprofit organizations, the promotion mix, corporate philanthropy, corporate social responsibility, fund-raising management, and public relations. The authors outline the concept of cause-related marketing, its characteristics, and how organizations, both for-profit and not-for-profit, can benefit from effective use of this promising marketing tool.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
Co-branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co-brand (composite brand). This research examines the effects of co-branding on the brand equity of both the co-branded product and the constituent brands that comprise it, both before and after product trial. It appears that co-branding is a win/win strategy for both co-branding partners regardless of whether the original brands are perceived by consumers as having high or low brand equity. Although low equity brands may benefit most from co-branding, high equity brands are not denigrated even when paired with a low equity partner. Further, positive product trial seems to enhance consumers’ evaluations of co-branded products, particularly those with a low equity constituent brand. Co-branding strategies may be effective in exploiting a product performance advantage or in introducing a new product with an unfamiliar brand name.
The days when corporations passively fund tuition-assistance programs are coming to an end. Now, businesses are managing educational needs through collaborative relationships with universities. There are several success factors in building a partnership with a university. The first is communicating a shared vision for success. For a corporation, that means strategically managing the investment in education. Once that vision is created, the next step is to define the degree of customization and flexibility required from a university. Designing new online courses is one way to customize. Another is to integrate company-specific readings, discussions cases, and examples within courses, as well as design a delivery schedule to fit the business calendar. The next goal is to mutually devise a recruitment and marketing program to communicate the benefits of a partnership. The metrics for success must be defined early and managed throughout the partnership. Once the goals of the corporate-college partnership are set, the company is ready to select a university according to such criteria as financial status, accreditation, program, track record, use of technology, and faculty.
An individual's attitude toward an object is a function of (a) beliefs about the object (i.e., the probability that the object is related to other objects, concepts, values, or goals), and (b) the evaluative aspect of these beliefs (i.e., attitude to related objects). The attitudes of 50 S's were predicted on the basis of 10 descriptive beliefs about Negroes. The correlation between predicted and obtained attitude scores was 0.801 (P < .001). (PsycINFO Database Record (c) 2012 APA, all rights reserved)
This research examines brand alliances, a specific marketing strategy designed to transfer the positive brand equity of two or more partner brands to the newly created joint brand. The study explores how customer-based brand equity (that is, brand equity as seen from the customer's perspective) of partner brands affects consumer evaluations of an alliance brand; how the brand equity of one partner brand affects the other; how customer-based brand equity of the partner brands affects consumers' evaluations of the search, experience, and credence attribute performance of the alliance brand; and how product trial influences such evaluations. Results suggest that merely the act of pairing with another brand elevates consumers' evaluations of the partner brands' customer-based brand equity, and high-equity partners enhance pretrial evaluation of experience and credence attributes that are relevant to the high-equity partner. As hypothesized, product trial moderates the equity value of the alliance partner for experience attributes, and brand equity of the partner brands influences consumer perceptions of the alliance brand's equity. © 2004 Wiley Periodicals, Inc.
Corporations have been investing in academia to an extent that could be classified as a corporate takeover of universities. Intra-university critics see this as an ethical problem, because of the degree of business control over university policies and decisions which accompanies the funding. University critics rarely suggest that the corporate funding be given up, returned, or even limited. What they protest against is corporate control, which they see as threatening university autonomy, and as inimical to the public good. Multi-university conferences have been held focusing on this problem, and the most serious solution proposed thus far is to construct a relevant code of ethics regulating and limiting corporate involvement, through standards and guidelines which corporations will then have to subscribe to, in order to fund universities. However, there is a conflict of interest here. Universities have a public trust and a fiduciary duty not to compromise education. This implies a covenant not to cede power to outside interests, not to use university resources, or faculty and students, as a means to an educationally irrelevant end. Universities cannot sell out. However, it seems equally dishonest not to offer their students a well-funded first-rate, quality education in applied fields with current skills, maximum research opportunity, and the corporate ties that would allow them to obtain jobs. We examine three cases showing errors made by universities in ceding control to corporate investment, and draw some policy conclusions.
Criteria for evaluating structural equation models with latent variables are defined, critiqued, and illustrated. An overall
program for model evaluation is proposed based upon an interpretation of converging and diverging evidence. Model assessment
is considered to be a complex process mixing statistical criteria with philosophical, historical, and theoretical elements.
Inevitably the process entails some attempt at a reconcilation between so-called objective and subjective norms.
Customer equity refers to the value of tangible and intangible resources that customers invest in particular retailers. However, the difficulty in identifying or giving weight to customer investments often leads retailers to neglect their customers. Through this neglect, retailers can damage their customer equity and thereby jeopardize their (i.e., the retailers') futures. The purpose of this study is to develop the concept of customer equity from a transactions-based approach and to offer implications for its management by retailers. Specifically, customer equity is conceptualized as the value of resources a customer exchanges for a retailer's explicit or implicit promise for remuneration. As such, the customer retains property rights to these resources. Furthermore, customers make a conscious choice to invest their tangible and intangible resources in a retailer. Accordingly, retailers can improve their likelihood of long-term success by taking more active roles in creating and managing customer equity.
Self-determination theory (SDT) maintains that an understanding of human motivation requires a consideration of innate psychological needs for competence, autonomy, and relatedness. We discuss the SDT concept of needs as it relates to previous need theories, emphasizing that needs specify the necessary conditions for psychological growth, integrity, and well-being. This concept of needs leads to the hypotheses that different regulatory processes underlying goal pursuits are differentially associated with effective functioning and well-being and also that different goal contents have different relations to the quality of behavior and mental health, specifically because different regulatory processes and different goal contents are associated with differing degrees of need satisfaction. Social contexts and individual differences that support satisfaction of the basic needs facilitate natural growth processes including intrinsically motivated behavior and integration of extrinsic motivations, whereas those that forestall autonomy, competence, or relatedness are associated with poorer motivation, performance, and well-being. We also discuss the relation of the psychological needs to cultural values, evolutionary processes, and other contemporary motivation theories.
While conventional farming systems face serious problems of sustainability, organic agriculture is seen as a more environmentally friendly system as it favours renewable resources, recycles nutrients, uses the environment’s own systems for controlling pests and diseases, sustains ecosystems, protects soils, and reduces pollution. At the same time organic farming promotes animal welfare, the use of natural foodstuffs, product diversity and the avoidance of waste, among other practices. However, the future of organic agriculture will depend on its economic viability and on the determination shown by governments to protect these practices. This paper performs panel regressions with a sample of Catalan farms (Spain) to test the influence of organic farming on farm output, costs and incomes. It analyses the cost structures of both types of farming and comments on their social and environmental performance.
The increased priority placed on branding by marketers in recent years offers an opportunity for consumer researchers to provide valuable insights and guidance. In particular, in highly competitive marketplaces, marketers often must link their brands to other entities, for example, people, places, things, or other brands, as a means to improve their brand equity. Understanding this leveraging process requires understanding consumer brand knowledge and how it changes from such associations. In this essay, I identify some promising and productive current research on this topic, and I suggest some important issues for future research. I conclude that adopting broader, more holistic perspectives that synthesize the multidimensionality of brand knowledge is critical to advance branding theory and practice, both in general and with brand leveraging in particular. Copyright 2003 by the University of Chicago.
- Webb J. Deborah