Journal articles on the topic 'Branding (Marketing) – Social aspects'

As far as marketing is concerned, brands have received much attention and become a key player in modern society. In fact, they are everywhere and they have penetrated all spheres of our life including economic, social, cultural, sporting, even religious aspects of our life.In spite of their pervasiveness and widespread use, brands have been also the subject of growing criticism (Klein, 1999). Brands are intangible assets that produce added benefits for the business. This issue pertains to the domain of strategic brand management whose focal concern is how to create value with proper brand management. Branding is crucial in B2B marketing and has attracted much attention. Business sectors have to differentiate themselves from the competitors, not only on the basis of their product but also on the basis of aspects such as management competencies, technologies, services and infrastructure.Industrial product marketers, whether large or small, should formulate their branding strategies effectively so that they can compete with the global competitors. The purpose of the current paper is to briefly discuss branding process. Moreover, it also examines the issues involved in the branding of B2B organizations. Finally, the paper concludes by introducing the strategies for business branding in the contemporary global environment. Paper is based on secondary information sources, ranging from print to electronic media.

En esta investigación se analiza el marketing de ciudades en el marco de las marcas territoriales o place branding. Se estudia el concepto de la identidad como referencia de partida a partir del cual desarrollar una estrategia de comercialización urbana, la cual se concibe dentro de un enfoque más amplio de dirección estratégica, y que engloba la transformación física con el urbanismo, las infraestructuras y los aspectos sociales. Este proceso estratégico finaliza con la creación de una comunicación urbana a través de elementos como lemas y logotipos. Se estudia la evolución general del énfasis en los aspectos urbanos clave, desde las infraestructuras y los aspectos industriales a los valores y la creatividad. Asimismo, también se exploran los aspectos derivados de las simbologías urbanas, la formación de redes de ciudades temáticas y redes de notoriedad cultural.<br /><br />This paper analyse the emerging concepts of city marketing and place branding. The concept of identity is studied as a starting reference from which to develop an urban marketing strategy, which is conceived within a context broader strategic management approach, and encompasses a physical regeneration or urbanization transformation, and infrastructure and social aspects. This strategic process ends with creating an urban communication through elements such as slogans and logos. We study the general evolution emphasis on key urban issues, from infrastructure and industrial aspects towards values and creativity. In addition, issues arising from the urban symbolism are also explored, as well as the development of urban networks, and thematic networks of cultural visibility.

En esta investigación se analiza el marketing de ciudades en el marco de las marcas territoriales o place branding. Se estudia el concepto de la identidad como referencia de partida a partir del cual desarrollar una estrategia de comercialización urbana, la cual se concibe dentro de un enfoque más amplio de dirección estratégica, y que engloba la transformación física con el urbanismo, las infraestructuras y los aspectos sociales. Este proceso estratégico finaliza con la creación de una comunicación urbana a través de elementos como lemas y logotipos. Se estudia la evolución general del énfasis en los aspectos urbanos clave, desde las infraestructuras y los aspectos industriales a los valores y la creatividad. Asimismo, también se exploran los aspectos derivados de las simbologías urbanas, la formación de redes de ciudades temáticas y redes de notoriedad cultural.<br /><br />This paper analyse the emerging concepts of city marketing and place branding. The concept of identity is studied as a starting reference from which to develop an urban marketing strategy, which is conceived within a context broader strategic management approach, and encompasses a physical regeneration or urbanization transformation, and infrastructure and social aspects. This strategic process ends with creating an urban communication through elements such as slogans and logos. We study the general evolution emphasis on key urban issues, from infrastructure and industrial aspects towards values and creativity. In addition, issues arising from the urban symbolism are also explored, as well as the development of urban networks, and thematic networks of cultural visibility.

The subject of this paper is the influence of social networks on the personal branding of athletes. The goal is to point out the importance of social networks in the process of personal branding of athletes. A responsible personality marketing management enables athletes to continue their successful careers even after the end of their engagement in sport. Social networks have an increasingly important role in this because they are also a measure of the influence of athletes, which can be quantified by the number of followers on social networks such as Facebook, Twitter, Instagram, etc. Some athletes earn more from their sponsorship agreements and activities on social network sin which they promote a certain brand than from professional contracts and salaries in their clubs. In the context of the topic of this paper, social networks can be viewed in two ways, as a means of improving the image of athletes, and as a tool that athletes use to promote brands. In the first case, the basic outcome is their higher commercial value, while in the second, the commercial effects are reflected in the earnings from brand promotion. This paper shows the connection between social networks, famous athletes, marketing tools applied in personal branding and commercial effects on that basis. The basic assumption that the commercial effects of personal branding of athletes can be successfully realized in the environment of social networks is confirmed.

Business Analytics has become the new mantra in today’s digital transformation age. Digitization has changed the way marketing functions. Use of Marketing analytics and Social media platforms are some of the biggest digital transformations, seen in new marketing approaches. However, not much research has been done to witness the influence of the social media in the Indian telecom sector. So the objective of this paper is to study two digitization aspects in marketing which is the application marketing analytics for social media platform with respect to the Indian telecom operators Thus, the research intends to Study the impact of Social Media Efforts (SMME) on Branding and Customer Response (CR) with respect to Indian telecom brands. Primary data was collected from 184 respondents and statistical analysis has been performed to see the effect of SMME on branding and consumer response for telecom brands. Findings of the study confirm that Social Media Marketing Efforts (SMME) have significance impact on both Branding and Consumer Response (CR).

Building a brand requires in-depth planning and scrupulous execution at every stage of its life cycle. In this continuous process, social media is one of the most powerful communication channels. It allows marketers to achieve a wide variety of branding objectives. However, managing a brand-building process is often affected by external factors, reputational threats and possible PR crises. Therefore, social media can be regarded both as a challenge and an opportunity for brands. It is extremely important to analyze social media in the context of branding. The paper provides in-depth revision of the role of social media in the branding process. Some of the most influential authors are cited for the literature review. The issues reviewed are as follows: opportunities of social media in branding, communication peculiarities of social media, positioning, reputation management and challenges. Statistical data from various sources is provided for emphasizing some aspects of branding through social media. The paper is summarized by an analysis of the issues reviewed and conclusive remarks.

Purpose The purpose of this paper is to review a typology of branding that identifies four perspectives on branding: corporate perspectives, consumer perspectives, cultural perspectives and critical perspectives. This typology helps organise and synthesise the growing interdisciplinary literature on brands and branding, and sheds light on the various ways corporate brands work. Design/methodology/approach A brief synthetic review of branding is offered, along with contemporary examples of emerging aspects of the four branding perspectives. Findings The four perspectives demonstrate the growing interdisciplinary interest in brands. They also signal a move away from a focus on the brand-consumer dyad, towards broader social cultural and theoretical concerns. Studies that extend brand research into cultural and historical realms may provide an essential bridge between our understandings, on the one hand, of value residing within the product or producer intention, and on the other, value created by individual consumers or brand communities. Research limitations/implications The insights from this review may shed light on a number of branding research areas, including studies on corporate marketing, cultural heritage brands and strategic brand communication. Practical implications The paper illustrates how complex branding has become and offers conceptual tools to think about and guide branding from multiple points of view. Originality/value This paper provides a selective overview of important recent developments in corporate marketing and brand research over as well as a look at visual aspects of four perspectives of branding as a complement to corporate branding research. The typology of brand perspectives helps organise and illuminate a burgeoning brand literature, and provides an interdisciplinary framework for understanding brands.

This study of college services consumers aims to determine several aspects of the service marketing mix of the decision to choose college x in Purwokerto, Indonesia. Furthermore, this study uses emotional branding moderation on aspects of the marketing mix on the selection decision. Emotional branding aspects were studied to determine customer emotional involvement, pride, emotional relationships, and expectations of the selected educational service products. Using a questionnaire with a Linkert scale, the study explored information from 300 student respondents who registered at college x in Purwokerto, Indonesia. Furthermore, the questionnaire data received were processed using the Smart-PLS 3.0 analysis tool. The results of the analysis of emotional branding were unable to moderate the relationship between promo si, price, place, process, and customer service to choose college x in Purwokerto, Indonesia during the Covid-19 periods. Promotions and places or locations. Other aspects do not affect. This condition indicates the importance of promotion and proximity to location when choosing a tertiary institution during the Covid-19 period. Promotion needs to be improved at tertiary institutions x in Purwokerto Indonesia, as done through online media and social media. Research on the emotional branding of College services has not been done much. This research complements the information and adds to the repertoire of research on emotional branding, brand equity, and emotional brand service products.

Digital era is a characteristic of Industrial Revolution 4.0 that influence towards all aspect of human life. Social media marketing is considered to be one of the technologies in the digital era that can facilitate SMEs to do business activities especially marketing activities, customer relationship, promotion, and innovation. The importance of social media marketing in digital era that its technology easy to use and need low cost. It can be applied in our smartphone, can effectively communicate with customer for promotion and branding. The aim of this paper is to define whether SMEs urgently need social media marketing in industrial revolution 4.0. This paper will review the aspects that can be motivate and disruptions of SMEs using social media marketing. The advantage of social media marketing is one of the case that can motivate SMEs using social media marketing.Meanwhile the trust and lack of the ability to using social media marketing can be disruption.

Human skin, photography, and consumer culture combine to produce striking images designed to promote visions of the good life. Branding and marketing imagery mobilize skin to resonate and communicate with consumers, which influences the meaning-making possibilities of skin more broadly. Representations of skin in consumer culture, including marketing communications, are anything but ‘blank’ backgrounds or ‘neutral’ meaning spaces. We analyse how skin ‘appears’ to work, and how its appearance in consumer culture imagery reveals ideological and pedagogical aspects of skin. Building upon psychodynamic and interdisciplinary understandings of skin, we discuss dimensions of the body that feed marketing communications and branding. We highlight representational fetishization and the epidermal schema as conceptual tools to interrogate the commodification of skin and as constitutive elements in processes of skin commodification. We provide theoretical insights to address the ways in which skin is implicated in new and emerging concerns of digital representational practices.

Purpose The purpose of this study is to bring theories of branding and relationship marketing together under the lens of the brand manager and reseller relationship for integrating into a single paradigm. The conceptualization bridges a gap in theory and practice by explaining how a brand can be managed by brand managers building empathetic relationships with resellers and understanding their requirements. Design/methodology/approach It draws upon qualitative methodology and data collected from 12 business-to-business resellers for brands and 8 brand managers working for international brands in India. Findings Brand personified and represented in research questions investigated showed the enablement aspects of brand representatives in competitive reseller networks. Practical implications The findings of this study will be very useful for brand managers aiming to penetrate markets through individuals who could represent their brands to resellers. Social implications This study will help brand managers to create a stronger brand-reseller relationship marketing strategy by incorporating the emotional aspect of personification to benefit a socially driven relationship. Originality/value This study offers new insights into the temporal aspects of branding for business-to-business markets.

The international debate on cultural heritage enhancement and cultural cross-overs, highlights the need to rethink the relationship between economy, society and territory by working on innovative urban planning and evaluation approaches. In recent times, the concept of “place branding” has become widespread in strategic urban plans, linking marketing approaches to the attractive features of places. The purpose of this study is to outline a holistic approach to cultural heritage enhancement for urban regeneration based on creative and collaborative place branding: “Community branding”. The methodology was tested in Pisticci—near Matera (Basilicata region, Italy)—starting from its historic center. As a multi-methodological decision-making process, Community branding combines approaches and tools derived from Place Branding, Community Planning, Community Impact Evaluation and Place Marketing. The main results achieved include: an innovative approach that combines both management and planning aspects and empowers communities and skills in network; the co-evaluation of cultural, social and economic impacts for the Pisticci Sustainable Urban Lab (PLUS); the writing and signing of an “urban contract” with local Municipality, research centers and PLUS hub association.

Abstrak, Disrupsi melatarbelakangi perubahan yang cepat dalam beberapa aspek kehidupan salah satunya kemajuan dan peran teknologi dalam kehidupan manusia. Sehingga mempengaruhi praktik dunia usaha yang semakin tinggi persaingannya. Cake By Nadia (CBN) merupakan sebuah brand usaha yang didirikan oleh Nadia Indah Pratiwi yang fokus pada penjualan produk cake dan dessert. Nadia memanfaatkan kecanggihan teknologi dalam menjalankan aktivitas dan pemasaran usahanya. Penelitian dilakukan menggunakan acuan ilmu manajemen pemasaran yaitu marketing mix dan integrated marketing communication (IMC) untuk melihat proses yang dilakukan dalam pemasaran usaha serta penggunaan teori the eight laws of personal branding untuk mengetahui bagaimana terbentuknya personal branding pemilik CBN hingga mampu mempengaruhi brand equity usaha CBN. Hasil Penelitian memaparkan adanya praktik komunikasi pemasaran terintegrasi (IMC) dalam memenuhi delapan elemen dari teori the eight laws of personal branding dalam membentuk personal branding Nadia. Nadia menggunakan aplikasi Instagram, whatsapp, dan Tiktok dalam praktek komunikasi pemasaran terintegrasi (IMC) sehingga ia mampu menampilkan kegiatan online maupun offline di sosial media yang pada akhirnya mempengaruhi persepsi banyak orang terhadapnya. Adanya korelasi antara komunikasi pemasaran terintegrasi (IMC) dan personal branding yang terbentuk dalam peningkatan brand equity usaha CBN. Kata Kunci: IMC, Instagram, Whatsapp, Cake By Nadia, Personal Branding, Brand Equity. Abstract, Disruption is the background for rapid changes in several aspects of life, one of which is progress and the role of technology in human life. So that it affects the practice of the business world which is increasingly competitive. Cake By Nadia (CBN) is a business brand founded by Nadia Indah Pratiwi which focuses on selling cake and dessert products. Nadia takes advantage of technological sophistication in carrying out her business activities and marketing. The study was conducted using the basic of marketing mix and integrated marketing communication sciences to describe the process of marketing activities of CBN and by using the theory of the eight laws of personal branding to find out how the personal branding can be formed of CBN owners and its affect the brand equity of CBN businesses. The results of the study describe the practice of integrated marketing communication in fulfilling the eight elements in building Nadia's personal branding. Nadia uses Instagram, whatsapp, and Tiktok applications in the practice of integrated marketing communication (IMC) so that she is able to display online and offline activities on social media which ultimately affects the perception of many people towards her. There is a correlation between integrated marketing communication (IMC) and personal branding that is formed in increasing the brand equity of CBN business. Keywords: IMC, Instagram, Whatsapp, Cake By Nadia, Personal Branding, Brand Equity

Islamic branding as one of the strategies is a necessity, to be able to enter the Indonesian market which is so large with its Muslim community. Strategies carried out on brands that describe Islamic identity. This research tries to look at various aspects of marketing communication related to branding through Islamic branding from Asinan Betawi Mak Haji. The research formula is, How about Islamic Branding Asinan Betawi Mak Haji? with research purposes; 1) The form of branding Asinan Betawi Mak Haji; 2) Islamic branding Asinan Betawi Mak Haji. The research used is qualitative methods with narrative analysis in expressing and analyzing how the communicator tells a story objectively from 1 (one) key informant and 2 (two) informants including triangulation. The conclusion was that the Asinan Betawi business began in 2018, which at that time did not yet have a brand and promotional activities and product marketing through social media Facebook and Instagram. There are 5 (five) forms of Asinan Betawi Mak Haji branding to differentiate the product from others. The word 'Mak Haji' which is translated into visual identity is a logogram and adds the MAK HAJI logotype to strengthen the brand identity, which reflects the vision, personality and existence of Islamic branding. It is hoped that this research will be useful to provide references as well as input and consideration for further research and activists of the halal industry in building Islamic branding.

The article studies the modern aspects and prospects of using Digital marketing in the development of pharmaceutical companies. Digital marketing in the pharmaceutical industry has been found to help reach an expanded global customer base, providing multiple opportunities to enhance the promotion and sustainability of a pharmaceutical company. It was found that the practical tools of digital marketing are e-mail, electronic data detailing, augmented and virtual reality, the use of which reduces the costs of pharmaceutical companies. It was determined that due to modern conditions, pharmaceutical companies intensively use social network platforms for the promotion and branding of medicinal products. It was determined that such Digital marketing tactics as content marketing, search engine optimization, e-mail marketing, social media marketing, etc., are considered effective tools for the promotion of medicinal products. Digital marketing has been found to generate valuable information that has a significant impact on the pharmaceutical sector, so pharmaceutical companies build consumer satisfaction through phone applications and online networks, allowing the pharmaceutical company to increase sales and profits. It has been found that pharmaceutical companies are increasingly using social media as target customers increase public awareness of their drugs and services and seek more effective opportunities to engage with target audiences. It has been found that for pharmaceutical companies, the e-commerce platform is the foundation of their digital presence, and improving the customer-centric infrastructure with well-integrated systems will help ensure proper customer interaction. It has been determined that the benefits of social media and online marketing are particularly important for pharmaceutical companies, as they are crucial to ensure more effective digital marketing. It was established that following the results of January-June 2022, the pharmaceutical companies "Farmak", "Darnytsia" and "Acino" took the leading positions in terms of sales of medicinal products.

In the 21st century, business and society demonstrate a stronger strive for achieving a stable balance between social, economic and ecological goals, which is the basis of the concept for sustainable development. In the context of “Europe 2020,” the concept of Corporate Social Responsibility (CSR) affirms its role as one of the most effective strategies for achieving this kind of development. The aim of this article therefore , is to clarify the conceptual nature of CSR by putting an emphasis on the Carroll’s pyramid, and its importance to the corporate social initiatives as an expression of company’s commitment to CSR. This article is a qualitative article that gives an exposition on the implementation of CSR and its communication effect. This exposition proves that CSR offers many other positive effects for the companies apart from the strong communication effect to their current and prospective clients. By examining the six types of corporate social initiatives and their main characteristics and by putting a strong em phasis on the benefits that their implementation has in marketing and especially in branding aspect, this article attempts to outline the marketing perspectives of CSR considered as strategy for sustainable development Keywords: Branding, Corporate social initiatives, Corporate Social Responsibility, Marketing, Sustainable development

Established in 1971, ParticipACTION was a social marketing company created to change the physical behaviour and personal views of Canadians through persuasive marketing techniques and re-enforced mass media branding. Charting the personal accounts of four influential historical actors, this paper explores the original motivations behind the establishment of ParticipACTION. Through oral history accounts, untapped archival records pulled from the ParticipACTION Archives, and government documents, this article follows the development of the ParticipACTION brand and its relationship with a nation of media consumers. The overt commodification of health, manipulation of Cold War fears, and the federal government’s behaviour modification agenda are all aspects of its origin story, yet they have been strategically omitted from the dominant social memory of this national health promotion organization because these founding goals no longer served the ParticipACTION brand.

Abstract The Development of Information and Communication Technologies (ICTs) has recently been changing almost every aspect of society and economy. Within the new technologies, Internet with has impacted the interactivity between people and the variety of products and brands. When the discussion is not simply about a common product/service, but about a tourist destination, the concepts of marketing and ICTs are even more intertwined. An important aspect of tourist destination marketing is its branding. Destination Branding concept is very important because it make possible for a destination to differentiate from competitors through an unique name and identification in the perception that the target market will have. The aim of this paper is to investigate the impact that Internet has in destination branding, especially for relatively new destinations. The role of Internet is present through a variety of tools, such as web-sites, e-mail, social networks, blogging etc. We will bring the Albanian Case as a new destination to illustrate how the use of Internet and its related tools has helped in constructing a good brand image. Nowadays people find themselves firstly searching for information online about the destinations they want to visit, through Internet and the various platforms, so they are becoming very important as means for branding a destination. Many Internet elements can make a difference in branding if included as needed in the e-marketing strategy of companies that are making the important work about destination branding. The most important elements that have a positive impact in Albania, are content and keywords of Websites and a good level of sharing with social media. While there is much more to do with forms such as blogging, very important tools in SEO and the use of the right elements to raise brand awareness and differentiation.

Modern sports/media complex may be the result of complex inactions of communication technologies, social developments, and the increased sophistication of businesses in understanding the intrinsic and extrinsic aspects of consumer behavior. From the promotion options of print media, television and radio, to the self-engaging aspects of Internet sport coverage and gaming, the spectator is rapidly becoming an integral part of the branding process. Media, especially fantasy sports, has transcended the traditional roles of television's function as agents of exposure to engagement and personal involvement in athletic contest and its merchandising. Although the media aspect may been neglected in sports research, media research traditionally has considered sports too popular for traditional research. This paper explores some of the major topics for research that combines sports and newer forms of media exploitation for marketing purposes.

The sustainable development of the tourism phenomenon and the impact that it produces it is important not only for the enterprises receiving tourism but also for the economic sectors correlated with the structures above as handicrafts, trade and services, turning tourism in a primary factor for the economic development of a region or a country. To talk about tourism in a city very rich in "contrasts" such as Gjirokastra, is an issue that goes beyond simple economic aspect, generating significant consequences in terms of geography and especially in social level. This is because Gjirokastra is a city with a glorious history since the fifteenth century, rich in culture, archaeology, enogastronomia (Food and wine) and several endless natural beauties. Although is the capital of the most important cultural event, the national folk festival which perform the tradition through the art. Shortly, Gjirokastra is a genuine multidimensional brand; the promotion of it would increase the income, the employment, the consumption and most of all it would transform into in an international city. Certainly to promote this brand it is needed a coordination between decision-maker institutions and local businesses but above all is necessary an efficient and comprehensive marketing plan that promote "brand " pointing at the same time in the centre of the universe "tourist".Based on this affirmation, this paper requires just to give some modest idea on the development of the city image through qualitative and quantitative analysis of data obtained from a sample of tourists visiting various cities in the world and recently have visited the Gjirokastra.

Purpose This paper explores the purposive use of the selfie in the construction of personal narratives that develop and support an individual’s human brand. Selfies were divided into archetypical clusters of “genres” that reflected the combined story told through Instagram image and accompanying text captions. Design/methodology/approach The analysis drew a randomized sample of 1,000 images with accompanying text from a large capture of 3,300 English language captioned selfies. Coding for semantic and semiotic data used a three-wave technique to overcome interpretive limitations. Findings Based on their structural characteristics, seven genre types emerged from the coded sample set. These primary genres of selfie meta-narratives are autobiography, parody, propaganda, romance, self-help, travel diary and coffee-table book. Research limitations/implications The research is limited in generalization to the Instagram photo-sharing app platform by design. Samples were taken from the app due both to its popularity and its capacity to annotate images. Selfies conducted in non-public, non-annotation-based apps may produce alternative genres and classifications. Practical implications The paper presents a genre classification to examine how selfies are used to “show, not tell” a portion of the consumer’s life story. Brands, firms and marketers can apply genres to examine the selfie types that best connect with the identity of their brands and consumers, based on how their consumers communicate within the Instagram network. Social implications Selfies are an oft pathologized and moralized aspect of consumer conduct. We present a view of the selfie as a deliberate, consciously considered communication approach to maintaining social bonds between friends, family and wider audience. Selfies are presented as a combined effect of consumption of a social media service (Instagram) and the co-production of valued content (the selfie) that recognizes the individual as an active constructor of their digital self. Originality/value The paper outlines a novel framework of selfie genres to classify the deliberate human-brand narratives expressed in selfies. By taking a narrative perspective to the Instagram selfie practice, the genre type captures the combined effect of the mimesis and diegesis, where the mimesis showing of self is contextualized with the diegesis of the provided captions to capture an intentional storytelling act of image and text.

Purpose The purpose of the paper is to examine how the cartelized Swedish advertising industry contributed to the development of brands in Sweden in the early twentieth century. Specifically, a nationwide campaign for branded goods in 1925 is studied. Design/methodology/approach The paper is based on a study of primary sources from the Swedish advertising agencies, manufacturers and retailers, which are analyzed using a hermeneutic method. Findings The paper shows that the unique organization of the main Swedish advertising agencies and the limited size of the market pushed the agencies into promoting and selling the idea of brands to consumers, retailers and manufacturers, which was done by exploiting established social sentiments in combination with American advertising techniques. It is also found that the Swedish advertising agencies described and conceptualized brands using widely known social ideals rather than the so-called brand personality aspect of branding. Research limitations/implications Although limited to the Swedish case, this paper suggests that research could benefit from taking different markets’ unique contexts into more consideration when studying the development of brands and advertising. In this paper, especially the organization and size of the advertising market together with the specific social and cultural values available to advertising professionals when creating brands, have been highlighted. Originality/value The paper emphasizes the size of the advertising market together with the organization of the advertising industry as important factors for the historical development of brands in Sweden. It also shows how brands were conceptualized using social ideals rather than the brand personality aspect of branding.

Abstract Objectives: On social media, or in the world of the so-called like economy, highly targeted advertising has become reality: whereas previously advertisers only suspected the whereabouts of their customers, now they know it exactly based on well-defined parameters. Likes have become a new standard of value. With the increased popularity of Like buttons, influencer marketing and content marketing have also gained in importance. This paper aims to explore the persuasion strategies used by visual content marketing as a tool of visual rhetoric. Methodology: After reviewing the relevant literature, the paper presents a case study from the field of wine communication: using the methodology of content analysis and a qualitative approach, it examines the visual and verbal characteristics of 100 Instagram posts of Hungarian wineries. The examination focused on content from a semiotic aspect, complementary verbal elements (captions, hashtags), the assumed intention of content marketing, and the characteristics of visual storytelling. Findings: Although wine communication is very much about creating a personal feeling, there was not a single person on 61 of the 100 examined Instagram photos. The potential of branded hashtags is exploited by almost every winery in their communication. The most dominant content types were the informative, aesthetically pleasing, and explicit advertising content. Suggestions: To obtain the loyalty of users, companies need a well-considered communication strategy tailored to the target audience. The most relevant social media principles are the following: long-term strategy, careful planning, conscious implementation, thorough information about and respect for the potential target audience, and content which is valuable and interesting for the target group and has real impact on its behaviour. It could also enhance user loyalty if posts had more added value. The methodology of storytelling could be exploited in wine communication for the following types of content: 1. advice and education: providing background knowledge (winemaking, viticulture, design, wine–food pairing) or instructions (“how to” videos e.g. on bottle opening); 2. help to users (information on moderate wine consumption, wine and a healthy lifestyle); 3. entertainment (people behind the bottle, family and historical stories, wine legends, anecdotes). In addition, creating a personal feeling is crucial in wine communication, which is specializing in handling uncertainty: winemakers can act as influencers in their field not only when selling wine but also in social media marketing.

Purpose To wipe out the criticism of being a replica of conventional financial institution, Islamic financial institutions (IFIs) need to comply with Islamic principles not only on financial side but also while branding and marketing their products and services. This will bring the coherence between their overall market image and core business activities. This paper aims to discuss in detail the Islamic marketing traits relevant to the IFIs for positioning and offering their products. Design/methodology/approach This study follows the research design based on reviewing existing sources of Qura’an and Hadith, the secondary research literature on this novel topic and substantial intellectual discourse with the field experts. Findings It is criticized that IFIs lack the spirit of Islamic values for marketing and branding a commercial business entity. Therefore, this paper outline the differences between Islamic and conventional marketing. Also, it contributes to explain the traits of Islamic marketing mix relevant to the IFIs based on Islamic established principles. Research limitations/implications This study gives valuable practical guidelines for the marketing policymakers of Islamic financial institutions. Islamic marketing mix; product, price, place and promotion, related strategies can be designed and branded keeping the true spirit of Islamic marketing values intact. Practical implications This study is practically important for Islamic financial intuitions to sustain their “Islamic” image by making sure of Islamic principles in their product development, pricing, promotions and distribution. Social implications The socioeconomic system is the brand of Islamic economics and finance. IFIs being the stakeholders of this brand can contribute to the well-being of the society by enhancing their acceptability with the help of divine image and operations. Originality/value Literature on practical Islamic marketing approach in particular to the IFIs is very limited. This study gives comprehensive findings on all the major aspects of marketing based on Islamic values for Islamic financial institutions.

Woven fabric is a handicraft product that has been passed down through generation. This fabric commonly used as traditional dance costumes at parties or traditional events. Along with the times, the variety of products produced from woven fabrics are keep growing. The interest and awareness of woven fabrics is gradually increasing, which can serve as an opportunity for industry players to highlight their products. This study aims to explore the brand identity of a local product that uses woven cloth as its basic material, namely Noesa. The method used in this research is a case study in qualitative approach with data collection techniques using observation methods, as well as documentation to obtain primary and secondary data. Data analysis techniques were carried out by reduction, presentation and drawing conclusion. The result shows that the strategy implementation through brand identity applied by Noesa is in line with total branding of marketing communication, which include aspects of Noesa's brand, Watobi craftsmen (suppliers), a variety of products in fulfilling the needs of the consuments (competitors) and various network through social media (distribution) in its marketing

The subject of this research is the social content of the national brand of the Republic of Azerbaijan. Research methodology is based on interpretation of marketing as a new general social theory. In this context, the author examines branding and brand management technologies as social technologies of formation of the identity, integration, and social behavior management overall. Applicable to the national brand, the aforementioned provision is valid for both, domestic (citizens of the country) and external (citizens of other countries) target audiences. Structural components of the national brand include: ) the main message of the brand; 2) the components that form national identity (values shared by majority of the citizens); 3) national products; 4) gallery of the visual images, which on the one hand represent national values, while on the other &ndash; the unique visual &ldquo;keys&rdquo; for understanding the character, history and future of the nation; 5) brand discourse &ndash; a set of textual verbal forms of the national brand; 6) heroic spirit of the brand (persons who have the brand-building capacity); 7) audio discourse &ndash; a combination of audio brand-building characteristics; 8) event driven brand-building communications. The conclusion is made that the national brand of Azerbaijan is currently at the turn changing concepts, which indicates the transition of the country towards a new stage of development. The author highlights the four concepts of the national brand of Azerbaijan. The first is historical, which resembles the concept of &ldquo;petroleum&rdquo; and characterizes the industrial period of development. The second is ornamental, attributed to the archetypal branding (Azerbaijani rug ornaments). The third is &ldquo;the Land of Fire&rdquo;, similar to the ornamental by the nature of used symbols and the mechanism of influence. The fourth concept is referred to the postindustrial images. It is assumed that the national brands can be an interesting and heuristic object of analysis of the social processes of represented territories.

Aim/Purpose–The aims of the paper are 1) to show the preferences of young consumers related to using different social media and 2) to identify the process of establishment of personal brand in social media. Design/methodology/approach –results of a direct study performed on the young generation in Poland and a case study showing activities of chosen celebrity developing his personal brand targeted at young consumers. Findings –The research examines some relevant questions in the field of personal branding. It is showing the role of social media in developing a personal brand. The presented study brings several contributions to marketing professionals, gives examples how to develop personal brand using social media. Findings of this study indicate that using social media can lead to successful personal branding effects. Research implications/limitations –The possible results of the further research could significantly influence the understanding of young customer’s behaviours that are the target market for celebrities developing their personal brands. A key limitation of this study is describing social media where the changes take place very rapidly. Secondly, it was only considered limited aspects of developing a personal brand. Originality/value/contribution –The paper applies current and important topic, that is not well recognized in the literature. It shows that well developed personal brand in social media supports the financial success of celebrities.

Surprisingly, there have been few published studies monitoring a destination’s brand image over time. This temporal aspect of destination image is an important gap in the literature, given consensus around the role perceptions play in consumers’ decision making, and the ensuing emphasis on imagery in destination branding collateral. Whereas the majority of published destination image studies have been in the form of a snapshot of perceptions at one point in time, this paper presents findings from a survey implemented four times between 2003 and 2015. Brand image is the core construct in any modelling of destination branding performance, which has emerged as a relatively new field of research in the past decade. Using the consumer-based brand equity hierarchy, the project has benchmarked and monitored destination brand salience, image and resonance for an emerging regional destination, relative to key competitors, in the domestic Australian market; and the survey instrument has been demonstrated to be reliable in the context of short break holidays by car. What is particularly interesting to date is that there has been relatively little change in the market positions of the five destinations, in spite of over a decade of branding marketing communications by the regional tourism organisations and their stakeholders, and more recently, the mass of user-generated travel content on social media. The project did not analysis the actual marketing communications for each of the destination marketing organisations. Therefore, an important implication is that irrespective of the level of marketing undertaken, the destination marketing organisations seem to have had little control over the perceptions held in their largest market during this time period. Therefore, it must be recognised that any improvement in perceptions will likely take a long period of time, and so branding needs to be underpinned by a philosophy of a long-term financial investment as well as commitment to a consistency of message over time, which given the politics of destination marketing organisation decision making represents a considerable challenge.

wing to the different architectures of social media platforms as well as information revolution and globalization, digital media, branding and political image management prove to have become of significant value in changing the landscape and essence of traditional political campaigning into one of the most proficient and sophisticated marketing tactics. The study delves into the academic underpinnings of digital (virtual) or e-diplomacy that significantly contributes to the embracing of a nation branding and its manifold implications for any statehood. In the 21st Century, a new institution is emerging with some characteristics similar to the Fourth Estate, but with sufficiently distinctive and important features to warrant its recognition as a new Fifth Estate. Such ‘networks of networks’ enable the networked individuals to move across, undermine and go beyond the boundaries of existing institutions, thereby opening new ways of increasing the accountability of politicians, press, experts and other loci of power and influence. When theorizing on the topics of digital media, branding and political image management, the conclusive arguments indicate that social media indeed pose campaign environments distinct from mass communication arenas. Demonstrating beneficial personality traits and improving name recognition is a campaign to internalize a whole set of platform-specific affordances on social media in order to demonstrate that it represents the ‘state of the art’. This is a valuable insight and it is an important step forward in our understanding of a political image. A concluding remark is a political leader’s or a country’s image making is a very multidimensional process, which involves different political, economic, social, cultural and communication aspects of a country’s development.

The formation of a healthy lifestyle of youth is one of the main objectives of Ukraine's youth policy. The strategy of forming the population's attitude to a healthy way of life is an important aspect of social prevention. The use of social marketing as an approach to the formation and implementation of social prevention strategies significantly increases the effectiveness of preventive measures. Social marketing focuses on the social context of decision-making and the use of theoretical methods to analyse the mechanisms of interaction in the public space. Current theoretical approaches to the explanation of human behaviour are the basis for the development of strategies aimed at the formation of a healthy way of life. These strategies are based on theories that explain changes in human behaviour, such as theories of deliberate action, planned behaviour, the theory of social learning, and others. Applying social marketing strategies involves the social environment and consumers' orientations analysis, the audience analysis and audience segmentation strategy, etc. Relevant theoretical concepts provide interpretation on behavioural decisions and behavioural patterns changes. Correspondingly social marketing utilizes variety of research approaches into the programs’ efficiency and their advanced testing, analysis of channels for developing distribution systems and advertising campaigns. Some commercial marketing techniques are applicable for the social marketing purpose. Among others are analysis of the target audience, identifying goals of desired behavioural changes, adaptation of messages and adaptation of strategies such as branding to facilitate the adoption and maintenance of safe behaviour in the health sector. The basic principles of social marketing can be seen as the messages targeted on the behaviour relevant to a healthy lifestyle should be different at different stages of program’ planning and implementation. Social marketing is used for the development and implementation of programs that contribute to a change in behaviour to socially beneficial, especially in the area of public health.

The formation of a healthy lifestyle of youth is one of the main objectives of Ukraine’s youth policy. The strategy of forming the population’s attitude to a healthy way of life is an important aspect of social prevention. The use of social marketing as an approach to the formation and implementation of social prevention strategies significantly increases the effectiveness of preventive measures. Social marketing focuses on the social context of decision-making and the use of theoretical methods to analyse the mechanisms of interaction in the public space. Current theoretical approaches to the explanation of human behaviour are the basis for the development of strategies aimed at the formation of a healthy way of life. These strategies are based on theories that explain changes in human behaviour, such as theories of deliberate action, planned behaviour, the theory of social learning, and others. Applying social marketing strategies involves the social environment and consumers’ orientations analysis, the audience analysis and audience segmentation strategy, etc. Relevant theoretical concepts provide interpretation on behavioural decisions and behavioural patterns changes. Correspondingly social marketing utilizes variety of research approaches into the programs’ efficiency and their advanced testing, analysis of channels for developing distribution systems and advertising campaigns. Some commercial marketing techniques are applicable for the social marketing purpose. Among others are analysis of the target audience, identifying goals of desired behavioural changes, adaptation of messages and adaptation of strategies such as branding to facilitate the adoption and maintenance of safe behaviour in the health sector. The basic principles of social marketing can be seen as the messages targeted on the behaviour relevant to healthy lifestyle should be different at different stages of program’ planning and implementation. Social marketing is used for the development and implementation of programs that contribute to a change in behaviour to socially beneficial, especially in the area of public health.

Purpose Mobile social media (MSM), an interaction, exchange of information and creation of user-generated content, mediated by mobile devices, is becoming the locomotive that drives forward evolution of the online world. Fewer academic studies have touched upon the MSM subject, with all the papers being of a conceptual nature to provide recommendations to business-to-business (B2B) firms. This paper aims to explore how B2B firms use MSM in reality. Design/methodology/approach This paper adopts the grounded theory approach to analyse interviews conducted in 26 B2B firms representing the UK advertising and marketing sector. Interviewees represent key decision-makers who understand the aspects of mobile technology use in their firms. Eighteen firms stressed the importance of social media as a trigger to adopt mobile devices. Follow-up data collection in these 18 firms focus on strategic orientation, processes, routines and skills required for using MSM. Findings This paper found that marketing and advertising firms use MSM for branding, sensing market, managing relationships and developing content. MSM is treated by businesses as a strategic firm-specific capability that drives firms’ competitiveness, where imitation of such capability by competitors is limited because MSM skills are specific to individuals within organisations and MSM routines are manifested as a result of firm-specific MSM skills’ interactions. Originality/value This study is amongst the first to provide insights into B2B firms’ practices of using MSM. Additionally, the research is novel because it discovers that MSM capability is developed as a result of the overlap between individuals’ and organisational knowledge and memory, contradicting existing theory on the subject.

The article presents a conceptual basis for the formation of a brand based on the analysis of key ideas of researchers and practitioners engaged in branding issues, business philosophy in market relations, development of trademark and brand, development of marketing strategies, advertising, promotion of goods in the market. According to the analysis of generally accepted conceptions ("Brand capital", "Brand wheel" model, "Theory of image", "Strategic brand management", "4-D Branding", "Maximization of potential shopping brands", "Value-based-Marketing ») and theories of the brand of such scientists as D. Aaker, T. Ged, D. Ogilvi, Y. Ellwood, J.-N. Kapferer was formed the conceptual framework of branding, which includes such concepts as "brand capital", "trademark", "image", "reputation"; the characteristics of the brand are highlighted - leadership, identity, uniqueness, value, advantage; the essence of the brand is defined from the positions of manufacturer, which forms the competitive advantages of the product for the consumer through satisfaction of the functional, social, economic, psychological needs of the latter. Particular attention in the article is paid to the conceptions of brand positioning, where the main "players" of the market are determined as the company, competitors and consumers. The brand’s position provides information on identity through communication tools. The brand’s positioning includes the desire to emphasize its key aspects, and the idea of a positioning strategy is represented by the clear idea of the brand position communicated to the consumer. The brand’s position is disclosed through a set of associations, ideas and expectations that the consumer connects with the brand. This is a relative conception based on a comparison by the consumer of this brand with competing brands. The real confirmation of the use of these conceptions in the formation of the brand of companies is provided by an analysis of the rating positions of such global brands as Apple, Amazon, Mercedes-Benz, Toyota, Google, Microsoft.

AbstractResearch Purpose. With fierce competition and saturated marketing in Nigeria, telecom operators must work hard to reduce cost, win new customers, and most importantly, retain the existing ones. The aim of the study was to examine the relationship between product branding and consumer loyalty in the Nigerian telecommunication industry.Design / Methodology / Approach. This research employed survey research design. Primary data was adopted with the aid of a questionnaire administered to the customers of three major telecommunication companies in Nigeria (MTN, AIRTEL and GLOBACOM) residing in Lagos State. The population of the study was 172, the sample size was 120, which were determined using the simple computation method. The study made use of statistical tools that include: analysis of variance (ANOVA), correlation efficient and Statistical Packages for Social Sciences (SPSS) Version 17.0.Findings. The results of this study confirm with the existing literature that product branding as a feature has a significant effect on product. The study found out that there exists a significant relationship between product branding and consumer loyalty in the Nigerian telecommunication industry. Consequently, from the practical perspective, telecommunication firms should expand their network coverage, improve the quality of service and provide better access to other networks within and outside Nigeria.Originality / Value / Practical implications. The study seeks to contribute to existing literature on product branding and customer loyalty. The paper contributes in clarifying that telecom providers in Nigeria must make product branding as a very important aspect of its marketing strategy and it must be given a serious approach, because it goes a long way to determine the success or failure of the product offer to the market, the firm in question and its ability to achieve consumer loyalty

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

Social media has become a medium for communication between individuals and aspects of the business, including decision-making processes, brand promotion, brand marketing, and personal branding. One of them is Instagram. Using the comments feature on Instagram, users can communicate and give opinions on an upload on an Instagram account. Sentiment analysis can be done to analyze comments on the LaC (language center) Instagram account to measure student satisfaction sentiment towards Telkom university's LaC (language center) services. This study aims to analyze the sentiment or opinion of student satisfaction with the Telkom University Language Center (LaC) service on Instagram. The author also performs a classification based on positive sentiment, negative, and neutral categories using the Recurrent Neural Network (RNN) method and the Confusion Matrix measurement. From the test results on the model built to get an accuracy value of 79%.

Although city branding is not new, the importance of sustainability and environmental demands is placing an enormous challenge in city/place branding activities. As such, the aim of this article is to analyze how sustainable/green city/place branding is understood and what its main idiosyncrasies are. For that an exploratory literature review was implemented and 32 articles were analyzed. It is possible to conclude that there are three main strands covering the topic related to green, sustainable, and slow city (cittaslow) or place branding. Moreover, green resources are dealt with seeking to improve the image of the city, the quality of urban life, and the green spaces supporting the city as a tourism destination. Complementarily, sustainability embraces also economic and social aspects, which are not fully covered in the previous strand. Finally, the cittaslow perspective follows a sustainable perspective more closely than the green/environmental one. The three strands are very segmented and the stage of development is still in a growing up stage. The stakeholders play an important role in disclosing the natural resources, the environmental challenges for a city/place to develop a positive sustainable reputation. Finally, there is an important role from the public policy perspective to position the city as a green, sustainable place destination.

The Ukrainian market of graphic design, which belongs to the sphere of creative industries, demonstrates high rates of development. The derivative nature of commercial demand for graphic design services, including professional design services, is determined by the dominance of video content in the network, the introduction of innovative technologies through digitalization of virtual space in the formation of social media feeds, loyal attitude of the target audience to integrate advertising, personalized and relevant offer active development of stock image, video and music platforms. The total amount of taxes paid by the design industry during 2016-2018 amounted to UAH 259 million. In 2019-2020, the amount of taxes paid by this sector will increase one and a half to two times a year. The individualization of advertising appeals has led to the need for in-depth study of the content and characteristics of attributes and values of goods that influence consumer purchasing decisions by marketers, designers and other professionals in related fields. A separate area of research is to study the impact of the psychology of design decisions on increasing the loyalty of end users and increase sales of companies in the sector. The application of a customer-oriented approach in the Ukrainian graphic design sector actualizes the identification of the tasks facing design from the standpoint of marketing approach. The aim of the study is to present the results of the study on the impact of psychological aspects of design decisions on the effectiveness of customer companies through such marketing tools as increasing brand awareness, increasing loyalty of end users, deepening interaction with content, feedback and more. Graphic design is an integral part of industrial and trade policy, as well as one of the marketing tools used in the process of product creation and customer service, pricing, advertising, branding, merchandising and more. The main tasks of design stem from the mastery of basic psychological principles in creating the concept of design (von Restorf effect, Gestalt principles, visceral reaction, color psychology, psychology of form, double coding theory, cognitive load theory). The expansion of marketing areas of design in the practice of service providers has led in the largest cities of Ukraine to the formation of sustainable design communities, the beginning of professional design activities, the introduction of niche publications, public procurement and more. As a result, there is an increase in the capacity of the design market – the total cost of procurement of design services for the period 2016 – by August 2019 increased to UAH 62 million. It has been established that the biggest competitors in the market of graphic design of Ukraine are now the design agency «MUZIKA.UA», graphic design studio SHANKA; Bypaul design studio; BRANDME; Wezom; Marat and Abordazh. On the example of projects of the agency «MUZIKA.UA», a leader in the design market, analyzed the effectiveness of design decisions in terms of: brand awareness, by measuring the average website traffic, levels of interaction with content, sales growth and market share due to design solutions per month. Based on the study of the economic situation in the design market of Ukraine, the practical involvement in the market of graphic design of one of the authors allowed to identify the main problems of market development. By identifying the main problems of the development of the graphic design market, directions for solving problems have been formed and proposed for practical use. The intensification of intra-industry competition requires a study of the levels of concentration in the target markets of graphic design, taking into account the risks of marketing and financial activities, which should be the subject of a separate study.

A group of basket-woven craftsmen in Sungai Belidak Village, Sungai Kakap District, Kubu Raya Regency is community group located on Jl.H.Djelai RT.16 RW.01. This group has been running for two years and can increase women's income in the neighborhood by around 68% percent of the previous family income. The problem this group faces is from the marketing aspect is still using personal communication so that the product is still dependent on the order. Currently, the basket craftsman group has a market share of catering which during the pandemic, many of these businesses did not carry out their activities, causing sales from these baskets to drop drastically by 80% before the covid-19 pandemic; business management that is not yet running. So far, it has never been documented in the form of bookkeeping regarding business management that partners do so that the results have not been maximally obtained; as well as aspects of legality; parts of design management that partners control are still few, only one design/motif is being worked on; Branding is still weak. The method used is mentoring and training. The results obtained from the implementation of service are increased knowledge and skills of partners in managing digital-based craft businesses during the pandemic, transfer of science and technology to partners in the form of website creation, social media accounts, and online stores in the marketplace, transfer of technology to partners in the form of business management assistance and training, transfer of technology to partners in the form of product branding.

Technology innovation leads to digitalization through the internet encourages the emergence of social media as a trend in Indonesia, such as Instagram. Nowadays, Instagram optimized as a digital marketing communication media as a form of social construction of technology. Present culinary business often found on Instagram, different from conventional business such as Padang Restaurant which already known before digital era. But nowadays, the present Padang Restaurant pops up and they already have an Instagram account such as Wira Padang Restaurant. This research aims to see the social construction of technology process from Padang Restaurant's Instagram account as a form of social construction of technology and to see its digital marketing process. This research using a qualitative method with case study approach through depth interview. The result shows that Padang Restaurant's Instagram account as a social construction of technology form goes through negotiation of Instagram's users and business owner to reciprocally share information, Instagram's features and services as a business account are satisfying for the relevance social group and Instagram as a business account entering the closure and stabilization form. The broader context seen in the Instagram user's habit to upload their food on Instagram and it's been a trend for business owner to create an Instagram account to receive digital recognition. Digital marketing activities on Instagram seen in branding aspect, executed through contents, tone feeds, caption/style of language, hashtag. Completeness aspect seen through Campsite. Instagram's functionality is user friendly, interactivity seen through the relation that was built, visual communication seen at color identities for brand recall, Instagram ads and publication by influencer, food blogger as the relevant advertisement, community relations maintained through intense, exclusive approach, connectivity with another media social creates virality.

A requirement for sustainable development of regional social systems is the application of marketing management, which presumes activities related to the planning, organization, coordination, monitoring and promotion of measures to formation demand for the products of the region. Transformation processes, taking place recently in the socio-economic sphere of all post-Soviet countries, to a large extent touched the recreational complex in the whole and in specific regions. Considering the significant role played by recreational complex in the national economy, its value for economic and social development of the any state and its regions, the need to development and implement of the system of regional recreational system marketing management gets the largest relevance in theoretical and practical aspects. Recreational areas are the special object of research in the elaboration of strategic programs of development of the territory or region. Territorial development is determined by the types and modes of primary use, the location of the material objects, the spatial structure of the region. It is possible to achieve the territorial development by the implementation of local economic policy, using the resource potential of the territory, taking into account the influence of internal and external factors in the development of the region, as well as through inter-regional and cross-border cooperation. In accordance with the existing objective and subjective conditions, use of «Public Relations» and branding elements have become one of the primary tools of marketing management of regional recreational systems development. In the process of using these tools is important to optimally combine social spending on health and recreation with the economic benefit of the region.

<em>Digital marketing innovation makes entrepreneurs try to implement product marketing through the internet. Micro, small and medium enterprises (MSME) actors as agricultural business actors are expected to improve the quality of human resources and the quality of their products so that marketing can be managed independently and increase the product's selling value. This research discusses the determination of strategies for empowering MSME actors to take advantage of digital technology through internet-based inbound marketing. The purpose of the study was to formulate an alternative strategy for empowering MSMEs cashew nuts in the Giri Jaya Cashew Cluster in conducting inbound marketing. This research is a type of case study research. The basic research method used is a qualitative descriptive method. The research location is Tanjungsari Village, Jatisrono Sub-district, in the Giri Jaya Mete Cluster. Research informants are the secretary of FEDEP (Forum for Economic Development and Employment Promotion), field extension agents for Cooperatives, MSMEs, Industry and Trade, Head of Community Empowerment Division of the Jatisrono Sub-district Government and community entrepreneurs of MSMEs cashew nut products. The data analysis technique used is through three stages of determining informants, namely the input stage (environmental analysis and IFAS-EFAS analysis), the matching stage (SWOT matrix analysis) and decision making (QSPM matrix analysis). Cashew nut MSMEs in Jatisrono Sub-district are in quadrant I position, meaning that cashew nut MSMEs have a lot of internal strength and many opportunities from outside. The strategy that must be applied in this condition is to support an aggressive growth policy (growth oriented strategy). The right alternative strategy is to combine aspects of digital marketing such as content marketing, blogs, search engine optimization, social media marketing and branding with community empowerment such as training, demonstrations and mentoring.</em>

This scientific article considers all aspects, modern importance and growing role of the social media marketing and advertisement in the general spectrum of marketing activity for developed and developing brands. Investigational actuality and basic directions of application of all spectrum of instruments of social networks for the sake of advancement of product and the processes of forming perception of trade mark and forming the image of brand are analyzed by the authors of the article. The given scientific article highlights the most popular trends and patterns of goods and trademarks’ promotion in the world in the context of updating the concept of advertising on social networks. The bigger and more engaged your target audience is on social media networks (Instagram, Facebook, Twitter, YouTube etc), the easier it will be for you to achieve every other marketing or business goal. The importance of social media marketing’s assistance in attracting new potential clients and customers to the company is also considered in the given article. Besides that, the authors of the article list and analyse wide spectrum of basic trends considering promotion and advertising in 2019 among the well-known brands. In addition to this all, the list of the most successful publicity advertisement campaigns of this year and brands which were promoted with their assistance are listed and analysed. In the context of the study, it shows up that advertising campaigns play a significant role not only in reaching sales but also in generating overall customer loyalty to the brand. This makes it possible to argue that the most reputable brands should have an important social goal that will be positively accepted by society and target audience in addition to the high quality and usability of the products or services. Social networking is the easiest way to see the social response to your promotion and lead to an instant purchase. Therefore, relying on the experience of the already well-known multinational and transnational corporations, social media marketing should take a significant share of the overall promotion of the company. The connection between the brand and potential customer should be built on the emotions that accompany consumers when viewing ads and using products. This scientific article eventually declares conclusions and prognoses in relation to subsequent development of these instruments and platforms for advancement and branding of small and large enterprises in future. It states that emotional connection between person and brand is much more effective for the company than an expensive ad.

This article provides insight into the management of brands that are also people by unpacking the interdependencies that exist between people and brands and focusing on the qualities that make person-brands human rather than on the qualities that make them brands. Using the extended case method to examine 20 years of public data about the Martha Stewart brand, the authors highlight the interdependent relationship between the person and the brand—in particular, consistency and balance—and identify four aspects of the person that can upset these interdependencies: mortality, hubris, unpredictability, and social embeddedness. Mortality and hubris can cause imbalance, but with the right skills and structures, these factors can be proactively managed. Inconsistency in the meanings of the person versus the brand can derive from the person’s unpredictability and social embeddedness and compromise brand value, but it may also enhance brand value by adding needed intimacy and authenticity. This two-bodied conceptualization suggests renewed management principles and contributes to branding theory through identification of the doppelgänger within, new brand strength facets, and emphasis on risk versus returns.

The brand experience research of Brakus et al. has provided new momentum in marketing literature with the concept of brand experience and predicting consumer behavior in 2009. Since then, brand experience has emerged as one of the solid academic constructs for branding and marketing scholars and practitioners who pursue this competitive strategy for sustainable growth in corporate management. The authors explore the new dimensions of brand experience with big data analytics for the first time in academic research. We propose a possible sixth dimension (“External”) of brand experience which includes sensory, affective, intellectual, behavioral, and social aspects drawn from previous studies. A new methodology for combining topic modeling and conjoint analysis is tested with big data-based multi-level compositions that overcome the limits of the traditional survey-based analysis. Moreover, the study reveals the decision-making frame which combines conjoint analysis and the dimensions of brand experience for practical implications. The novelty of this data-driven research and results contribute to new approaches in academia from the perspectives of brand experience dimensions, topic modeling, and conjoint analysis methodology development. Building sustainable brands, this study contributes to the ways of reading consumer behavior, evaluating the current status of the market and deciding the stimuli to affect consumer behavior.

"Qual lugar?" Todos os lugares, distantes e próximos, grandes e pequenos, desenvolvidos ou em desenvolvimento, estão procurando as melhores soluções e práticas para atender às necessidades e ambições de seus stakeholders internos e externos. Place branding é uma abordagem que apoia os lugares nesses esforços, estrategicamente e de forma interativa. Como Kavaratzis e Florek (2021) afirmam, “no futuro próximo, a comunidade acadêmica global de gestão de marca de lugar precisará abordar uma série de desafios e questões que permanecem sem solução e sem resposta, com implicações tanto para a teoria quanto para a prática” (p. 28). Ao mesmo tempo, acadêmicos e profissionais precisam considerar as diferenças regionais e locais. As perspectivas, possibilidades e condições brasileiras não são exceção.Esta primeira edição avança na compreensão deste campo de conhecimento ilimitado, imperativo e interdisciplinar. Agradecemos à equipe editorial do Brazilian Journal of Marketing, a todos os autores e revisores que contribuíram para esta edição especial sobre gestão de marca de lugar (Apêndice I. Nota de Agradecimento).Contextualmente, de acordo com uma análise da literatura internacional das localizações geográficas encontradas nos artigos sobre place branding, entre 2014 e 2018, a Europa é a área dominante nos estudos, seguida pela Ásia e América do Norte que também têm atraído significativa atenção dos estudiosos (Lu et al. 2020). Na América do Sul, especificamente no Brasil, as publicações acadêmicas sobre marca de lugar (place brand), gestão de marketing de marca de lugar (place marketing) e gestão de marca de lugar (place branding) ainda são escassas. Daí a necessidade urgente de compreender adequadamente os fenômenos de gestão de marca de lugar e de difundir o seu conhecimento que muitas vezes é ultrapassado pela prática, causando todos os tipos de problemas e decepções. Sem uma base científica sólida, o place branding se tornará e continuará sendo apenas uma tática baseada em resposta.Portanto, nesta Edição Especial, gostaríamos de destacar o potencial das realizações científicas dos acadêmicos no Brasil e avançar na discussão entre pesquisadores e profissionais brasileiros. Conforme estudado por Artêncio, Mariutti e Giraldi (2020), um panorama temático de cunho acadêmico-científico averiguou os trabalhos apresentados nos principais congressos brasileiros de Administração: SemeAD, EnANPAD (Divisão de Marketing) e EMA nos últimos vinte anos (1999-2019). Com um total de 5.706 estudos, apenas 18 artigos abordam algumas questões relacionadas à gestão de marca de lugar ou gestão de marketing de marca de lugar, com foco principalmente em nível de país (14), e alguns em cidades (2) e regiões (2). Com base na análise dos títulos desses estudos, dos resumos e das palavras-chave identificadas nos anais dos congressos, apenas três trabalhos foram identificados como alinhado à uma designação conceitual de marketing de lugares, apresentados no SemeAD 2016 e no EMA 2018; e um trabalho de gestão de marca de lugar apresentado no EMA 2018. Notavelmente, os estudos são específicos para alguns aspectos da place brand (local de origem, identidade, imagem, reputação e cultura, para citar alguns).Diante desse retrato científico, conclusões apontadas podem ser complementadas.Em primeiro lugar, nas pesquisas realizadas no Brasil em nível nacional, os estudos de place branding certamente estão evoluindo. E precisam de tal inserção nacional, uma vez que a marca de lugar pode ser usada como um instrumento no planejamento espacial estratégico para apoiar uma mudança estrutural nos lugares por contribuir para a melhoria da estrutura econômica e social dos lugares e remodelar as respostas aos desafios contemporâneos enfrentados pelos lugares. Referente ao posicionamento de marca ou gestão da marca de um lugar, um espaço ou território não é um conceito absoluto, está sempre relativo a uma esfera de aplicação social-humana ou estrutura econômica-política, o qual se desenvolve potencialmente por meio de processos – possivelmente contestados – para produzir, manter e atribuir espaços com significado, reforça Warnaby (2018).Em segundo lugar, há a necessidade de desenvolvimento teórico e empírico dos conceitos de marca de lugar, gestão de marketing de marca de lugar, e gestão de marca de lugar, não apenas com base em estudos sobre cidades, estados e regiões brasileiras, mas também em outros lugares do país como aeroportos, aglomerados industriais, avenidas, parques, praias, praças, museus, teatros etc. Como a diversidade de locus é reconhecida em um país extenso como o Brasil, é fundamental fornecer perguntas de pesquisa sobre a espacialidade existente na literatura de marketing, como enfatizam Giovanardi e Lucarelli (2018), Oliveira (2015) e Warnaby (2018).Em terceiro lugar, o avanço ontológico e epistemológico das linhas de pesquisa em place branding é necessário para provocar reflexões e direcionamentos para o avanço teórico, particularmente nos grupos de pesquisa brasileiros. Como Govers (2021) afirma, “as agências de financiamento e governos que valorizam que a gestão de marca de lugar seja de importância estratégica, de longo prazo e crucial são, infelizmente, uma pequena minoria” (p.338). Com isso em mente, esperamos chamar a atenção de universidades, pesquisadores e gestores de políticas públicas brasileiras para a importância e relevância da gestão de marca de lugares. Afinal, “A marca de lugar tem sido usada para promover a reestruturação econômica, a inclusão e coesão social, o engajamento e a participação política, a identificação do lugar e o bem-estar geral dos cidadãos”, expõe Oliveira (2015, p.18).Os stakeholders per se, que são cocriadores no processo de gestão de marca de lugar (Kalandides, Kavaratzis, Boisen, 2012; Mariutti Giraldi, 2021) precisam estar envolvidos na gestão de locais públicos e/ou privados, estrategicamente alinhados com as atividades de gestão de marca de lugar para aumentar o valor de um lugar (Mariutti Giraldi, 2021). Traçar o escopo da pesquisa ao longo desse caminho estabelece conexões entre prática e teoria e oferece insights sobre os vindouros rumos para lugares peculiares, escondidos ou esquecidos no Brasil.Para abordar os contextos acima em conjunto com o cenário acadêmico brasileiro, compartilhamos que 27 trabalhos foram submetidos durante os seis meses de pandemia (fevereiro a agosto de 2021); eles foram cuidadosamente revisados e analisados. Além disso, os melhores estudos selecionados pelos líderes de tema de ‘Gestão de Marca de Lugar’ no Encontro de Marketing - EMA 2021 (por Fabiana Mariutti e Mihalis Kavaratzis) e no EnANPAD 2021 (por Fabiana Mariutti e João Freire) foram convidados para submissão no processo de avaliação regular pela Revista Brasileira de Marketing. Ambas os congressos são organizados pela ANPAD – Associação Nacional de Pós-Graduação e Pesquisa em Administração). Pela primeira vez no Brasil, uma trilha acadêmica de place branding aconteceu em congressos brasileiros. Portanto, com base nas avaliações dos revisores e na compreensão do domínio da linha de pesquisa, as decisões foram tomadas pelos editores convidados e editores-chefes da revista. Por fim, foram escolhidos nove manuscritos para publicação.Contribuições robustas emergiram desta coletânea pioneira. Os seguintes artigos sistematicamente escolhidos ilustram algumas arcabouços e insights para a pesquisa sobre gestão de marca de lugar ser concebivelmente aprimorada na literatura nacional.A edição começa com um artigo de Carniello e dos Santos que analisam o branding como estratégia de desenvolvimento territorial, discutindo a convergência entre o city branding e um plano diretor municipal no caso da cidade de São Paulo. Foi identificada uma convergência entre os pilares da marca e os conteúdos do plano diretor, especialmente a comunicação como elemento-chave para as proposições sociais e de gestão. Postula-se, assim, uma perspectiva estratégica de place branding com uma abordagem qualitativa, com design documental.O artigo subsequente, de Kamlot e Santos Vieira de Jesus, discute o cerne do processo de branding, principalmente, a identidade da marca de cidade. O artigo contribui para a exploração das dimensões físicas e simbólicas da identidade da marca do Rio de Janeiro e para a interpretação detalhada do RJ, considerando a evolução recente da cidade. Adota o método qualitativo para análise documental, o conjunto de dados foi combinado por artigos de pesquisa, e-mails, boletins, relatórios de empresas e governos, artigos de jornais etc. Este estudo fornece indicações importantes sobre como delinear políticas públicas a partir da compreensão da identidade de uma cidade.O próximo artigo analisa os sentimentos que acompanham o conteúdo gerado pelos usuários no Instagram, expressos em hashtags vinculadas à marca da cidade de Pernambuco (capital de Recife). Resultados dessa pesquisa mista (qualitativa e quantitativa) de Lima, Pessanha, Araújo, Alves e Cesário sugerem que estudos utilizando análise de sentimento de conteúdo de usuários em redes sociais podem ser utilizados por gestores públicos para entender o comportamento dos moradores, turistas e potenciais visitantes por meio da pesquisa-ação, preparando e adaptando melhor a cidade.Beck e Ferasso, por sua vez, analisam o reflexo da identidade da marca, ou seja, a imagem das cidades. Neste estudo, uma revisão sistemática da literatura foi utilizada para analisar o conteúdo da literatura sobre imagem urbana no contexto do Mercado Comum do Sul (MERCOSUL). O trabalho demonstra que a gestão da imagem urbana mostra como as cidades podem superar as disparidades socioeconômicas, com a implementação de um projeto eficiente de imagem urbana a fim de promover desenvolvimento urbano bem-sucedido.Monte, Pompeu e Holanda descrevem uma interessante abordagem qualitativa temática-exploratória de um lugar esquecido – museu corporativo – como um espaço empresarial e cultural que influencia a imagem de um lugar. Os autores acreditam que os museus corporativos são um importante ativo cultural na promoção da marca do lugar e ainda, que esses museus pertencem não apenas à empresa, mas também à cidade, região e país onde está localizado, atraindo turistas e investidores, fomentando um sentimento de pertencimento entre os moradores. O estudo, que foi apresentado no Place Branding Track no EMA 2021, propõe um modelo explicativo e teórico de como uma marca de lugar (cidade, região ou país) pode ser potencializada por meio de um museu corporativo.Outro ponto de vista empresarial foi adotado por Munaier, Rocha e Portes ao investigarem o impacto da localização da sede comercial de um prestador de serviços em educação física perante a confiança da marca dos clientes. A teoria da troca social e a confiança na marca foram fundamentos teóricos para as hipóteses deste estudo quantitativo usando técnicas estatísticas multivariadas. Ao perceber que a localização da sede influencia a confiança da marca dos clientes, os autores sugerem que a escolha de um local é um processo complexo que as empresas devem gerenciar com cuidado; ao mesmo tempo, os lugares podem usar essas relações para fins de branding.As questões de mensuração do processo de gestão de marca de lugar são discutidas por Cunha, Luce e Rovedder; eles desenvolveram e testaram a medida de valor da marca local baseada em stakeholders (SBPBE) do Vale dos Vinhedos, na região Sul do Brasil. Com base nos resultados dessa pesquisa quantitativa a partir dos perfis dos entrevistados, os autores demonstram que quanto mais movimentos e atividades das pessoas em um local, mais positiva tende a ser sua avaliação do valor da marca do lugar. Os resultados desta pesquisa, apresentada no Place Branding Track no EnANPAD 2021, sustentam uma proposta de mensuração para avaliar esses múltiplos stakeholders sobre o posicionamento da marca com base em dados comportamentais.Os dois últimos artigos indicam as recomendações de estudos e as direções para desenvolvimentos futuros no domínio da pesquisa sobre gestão de marca de lugar.Com base em uma revisão sistemática da literatura, Campos, Galina e Giraldi estabelecem as diretrizes para futuras estudos interdisciplinares sobre soft power, analisando seu alinhamento teórico-prático com indústrias criativas e gestão de marca de lugar. Após a adoção da análise de conteúdo com abordagem teóricas, foram identificadas seis áreas relevantes com breve descrição e referências oblíquas nessa investigação pujante: psicossociologia, mobilidade laboral, planejamento urbano, diplomacia artística, gastrodiplomacia e indicações geográficas. Demonstra-se como o soft power e o place branding revelam uma relação explícita entre si: teoricamente, estrategicamente e politicamente.Ocke e Platt apresentam uma agenda de pesquisa convidativa, fornecendo alguns apontamentos para acadêmicos, profissionais de branding e profissionais de marketing que ocorrem no escopo da gestado de marca – identidade, imagem e reputação de um lugar. Ao adotar material bibliográfico, sob uma visão geral do nation branding com suas orientações econômicas, políticas e cultural-críticas, em que propostas significantes para o Brasil são sugeridas para a gestão eficaz das marcas de lugares, incluindo: (i) nomeação de um órgão formal para coordenar as ações e atores reconhecendo o papel dos stakeholders nas etapas de tomada de decisão; (ii) cooperação entre governadores e líderes para alcançar objetivos comuns sob um programa único de marca guarda-chuva que beneficia diferentes setores da economia; (iii) a conquista de oportunidades de mercado por meio de ativos identitários competitivos, como a orientação da marca green place; e (iv) aplicação de métodos integrados para mensurar e avaliar os resultados dos esforços de place branding.Com esta Edição Especial, intitulada “Qual lugar? Os Caminhos Futuros do Place Branding”, esperamos incentivar ações e estimular um debate sobre como a gestão de marca de lugar pode efetivamente melhorar os lugares brasileiros e como o conhecimento oferecido pela comunidade acadêmica pode preparar qualquer tipo de lugar para os próximos desafios. “O que vem depois?” Considerando o papel promissor da gestão de marca de lugar no Brasil, nossas recomendações para estudos futuros destacam temas relacionados com o atual status quo atual do país, ao momento pós-pandemia, a reintegração humana aos lugares a, ainda, questões de sustentabilidade. Estudos sobre a gestão de marca de lugar requer estudos interdisciplinares adicionais, integração de disciplinas, grupos de pesquisa de parcerias internacionais, intercâmbios profissionais, iniciativas público-privadas, mapeamento de clusters, análises em geomarketing e métodos mais sofisticados para avaliação crítica acompanhados de problemas de pesquisa instigantes bem estabelecidos.Apêndice INota de AgradecimentoNós apreciamos o apoio inesgotável do Editor-Chefe Prof. Dr. Julio Carneiro da Cunha.Somos gratos aos seguintes revisores, que contribuíram de forma organizada para nossa edição especial:Dr. Antônio Azevedo - Universidade do Minho, PortugalDra. Beatriz Casais - Universidade do Minho, PortugalDra. Caroline Finocchio - Universidade Federal do Mato Grosso do Sul, BrazilDra. Cecilia Pasquinelli - Università degli Studi di Napoli Parthenope, ItalyPh.D. Candidate: Donizete Ferreira Beck - Universidade Nove de Julho, SP, BrazilDr. Eduardo de Paula e Silva Chaves - Universidade de São Paulo Instituto Federal de São Paulo, BrazilDra. Fernanda Scussel - Universidade de Santa Catarina, BrazilDr. Glauber Eduardo de Oliveira Santos - Universidade de São Paulo, BrazilDr. João Ricardo Freire - Universidade NOVA de Lisboa Universidade Europeia, PortugalDr. Julio Araújo Carneiro da Cunha - Universidade Nove de Julho, SP, BrazilDra. Marina Lourenção - Universidade de São Paulo, BrazilPh.D. Candidate: Mateus Artêncio - Universidade de São Paulo, BrazilDra. Mariana Sutter - Toulouse Business School, FranceDr. Marco Ocke - Universidade Federal de Santa Catarina, SC, BrazilDr. Mihalis Kavaratzis - University of Leicester, EnglandDra. Mirna de Lima Medeiros - Universidade Estadual de Ponta Grossa, PR, BrazilDra. Monica Franchi Carniello - Universidade de Taubaté, SP, BrazilDr. Rafael Barreiros Porto - Universidade de Brasília, D.F., BrasilDr. Ricardo Limongi - Universidade Federal de Goiás, GO, BrasilDr. Robert Bowen - Swansea University, Wales, United KingdomDr. Roberto Flores Falcão - Centro Universitário FECAP, SP, BrasilPh.D. Candidate: Sergio Czajkowski - UNICuritiba, PR, BrasilDra. Suzane Strehlau - Escola Superior de Propaganda e Marketing, SP, BrasilDra. Thaysa Nascimento - Universidade Federal do Rio de Janeiro, RJ, BrasilDra. Virginia Castro - Universidade Federal da Integração Latino-Americana, PR, BrazilDra. Vivian Iara Strehlau - Escola Superior de Propaganda e Marketing, SP, BrasilDr. Wesley Moreira Pinheiro - Pontifícia Universidade Católica de São Paulo, SP, Brasil

The article discusses the marketing positioning strategy used to ensure competitiveness in relation to the city brand. Since university cities inherently form a ready-made market segment, the need to detach from competitors is emphasized, and therefore the emphasis is on identity as a brand attribute. Through political construction (the leadership role of the authorities in creating and using a positioning strategy), the brand of the city is given a supervalue, which is projected into the reality of perception. The idea of the subjective nature of the foundations of branding is substantiated, although some researchers of the urban brand insist on its objective predestination and a priori nature. The subjectivity of the nature of a brand means its artificially constructed meaning and a deliberate interpretation of its positioned meaning. The positioning of the city’s brand occurs in a new communicative situation when the authorities must rely on social communication with the brand, discuss its distinctive features and value. It is this format of communication that today allows identifying the brand of the city, comparing “positions”, and making a choice. Therefore, in order to maintain the city’s brand identity, it is better to focus on brand management rather than on rebranding. Brand management allows managing the brand value, which is more expedient to create on the basis of one archetype. For a university city brand, this is the Wiseman. As a concrete example of a university city, the Tomsk case is used; in particular, the modeling of the image of the city by positioning its brand is investigated. In terms of revealing the relationship of various aspects in brand positioning, it is argued that the construction of a city brand through its modeling is associated primarily with the process of giving meaning to the city-sign. And the main prerequisite for the semioticization of the city-sign is the city’s semiosphere, its semiotic space. In marketing terms, the city’s semiosphere reaches the cultural stage of self-description, which is manifested in the institutionalization of branding. In this case, the brand becomes an urban “norm”, and a typical city dweller communicatively supports it, expressing the brand’s identity. In general, the priority of the semantic value of the brand is substantiated as a constructed feature that is the dominant characteristic of the city. The important visual aspect of the city brand is seen as a common case of unfinished semiotics when some brand practices of cities show the problem of decoding visual symbols thus interfering with the understanding of significant meaning. As a general conclusion, it is emphasized that, in the context of global communication, a city nominating itself a “university” one should give a visual identity to its brand and correlate it with the dominant semantic “position” of the brand this city forms.

Purpose The purpose of this paper is to provide an overview of how the city of Dubai branded itself as a major event holder for sustainable sporting events in the Gulf Region. Design/methodology/approach The paper uses both academic and trade literature as well as key informant interviews to demonstrate how Dubai can sustain its position as a choice for sustainable sporting events. The study evaluates the use of a portfolio of major sport events for place event marketing of Dubai. Both primary and secondary data were used. The secondary data was collected from a range of event reports, media and journal articles. The primary data featured a qualitative design of key informant interviews with sport, tourism and event stakeholders in Dubai. Findings Dubai hosts a wide array of major international sport events, with many of them recurring annually. The key success factors that have positioned Dubai as a globally competitive sport destination are tourism attractiveness, good event management and the diversity of events hosted in the region. However, the sustainability aspects are considered to be a contemporary topic to promote these events and are sometimes neglected from the perspective of event organisation. Some of the challenges experienced in supporting such a wide portfolio of major sport events are examined. Research limitations/implications Insufficient key informant interviews were a major limitation for the data collection process. The key informant interviews were sent out to more than 30 key stakeholders however it was not possible to get their responses in time for our paper. A second limitation was the lack of first-hand observation on the sporting events’ sustainability practices. This study could be extended in future by incorporating a bigger set of primary data, event observations and a cross comparison between other Gulf Cooperation Council countries. Practical implications It is recommended that empirical insights on social and commercial aspects of sustainability are sought in future studies. It is also recommended that investigations be conducted with the residents of Dubai concerning their perceptions of sustainability practices of sport events. Social implications The paper also highlighted the importance of key success factors that have helped to position Dubai as a globally competitive sustainable sport destination as well as some of the challenges experienced in supporting such a wide portfolio of major sport events. Originality/value This study takes a closer look at the challenges of communication as well as the sustainability of sport events in branding of Dubai.

ABSTRACTThe earthquake that occurred in 2018 had an impact on the tourism sector in West Nusa Tenggara, which caused a decrease in the number of tourist visits by 69.18% from 2017. The Mandalika Special Economic Zone as a minimal destination affected by the earthquake became a bright spot for the West Nusa Tenggara Tourism Office tourists to return to West Nusa Tenggara. The purpose of this study was to find out the Mandalika Special Economic Zone Marketing Communication Strategy as the 2018 Post Earthquake Priority Destination by the West Nusa Tenggara Tourism Office. This study used a descriptive method with a qualitative approach. The results of this study indicate that after the 2018 earthquake, the West Nusa Tenggara Tourism Office carried out a communication strategy planning process through 4 (four) steps namely Communication Target Analysis, Message Strategy, Establishing Methods and Media Selection. In destination promotions also the Tourism Office emphasizes aspects of Branding, Advertising and Selling. To strengthen destination promotion, the Tourism Office of West Nusa Tenggara conducts publications and promotions through Paid Media (local and national print and electronic media), owned media (websites), social media (Twitter, Facebook and Instagram). In implementing the strategy, the Tourism Office cooperates with 5 (five) elements of Pentahelix, namely the Academics, Business, Community, Government and Media partiesKewords: Communication Strategy; Tourism Destinations; Marketing

Purpose This study aims to investigate the drivers of loyalty in Indonesian Islamic banks, especially group of depositor vs financing customer and single vs dual customer. Design/methodology/approach The objectives of this study were the seven major commercial Indonesian Islamic banks using the purposive sampling technique. In total, 105 questionnaires were processed, consisting of questions regarding depositors, financing, single and dual customer. Structural equation modeling using partial least squares were the analysis methods used to test the hypothesis, while in-depth interviews were conducted with Islamic bank managers to validate the findings. Findings Image has a significant relationship with customer satisfaction, as well as trust. Similarly, customer satisfaction has a significant relationship with trust. Trust has a significant relationship with loyalty. For a financing customer, the image is very influential on customer trust. For a depositor customer, customer satisfaction is very influential on customer trust. For single customer, customer satisfaction has a stronger influence on the image, compared to dual customer. Practical implications Islamic banks need to maintain good image and service quality to create strong, reliable and long-term relationships with customers, more specifically, in terms of improvement and product innovation. A bank focuses on the micro or macro segment, as well as financing. Financing products should be referred to customers’ needs. Bank reputation can be done by strengthening branding and corporate culture in marketing strategy. Shariah compliance has the highest loading factor to trust customers. Indonesian Islamic banks need to maintain customer trust by sticking to Islamic principles and continuing to ensure that its products and services are in accordance with Islamic principles. In Indonesian Islamic banks, it is very important to keep the legal aspects in all of products and services. Deposit products and services of Islamic banks should be in line with the rules of the financial services authority and Bank of Indonesia culture. Bank efforts to strengthen reputation can be done by strengthening branding and corporate culture in marketing strategy, while increasing the attractiveness of the products by way of research and development (R&D) must endeavor to make products and services attractive in terms of both product characteristics and price. Furthermore, it is necessary to support a good marketing strategy to market their products. Social implications Research can be used more widely in determining public policy, by strengthening the marketing strategy and public education. Islamic banks can work together with local religious departments to maximize marketing strategies to educate and convince people to be active economically under Islamic sharia guidance. Islamic banks need to maintain customer trust by sticking to the principles of sharia and continuing to ensure that products and services conform to sharia principles. Islamic bank management can strengthen customer trust by having a good risk management system, so that customers feel secure with Islamic bank transactions. In addition, sharia banks as companies must demonstrate social responsibility by distributing ZIS managed from customers and implementing CSR as a form of awareness of the surrounding community. Originality/value The study revealed the factors that lead to loyalty on the financing, depositor and the single and dual customers. The study found that improvement and innovation, strategic and sustainability are new indicators used to build images of Islamic banks.