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Journal articles on the topic 'Online branding'
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Rowley, Jennifer. "Online branding." Online Information Review 28, no. 2 (April 2004): 131–38. http://dx.doi.org/10.1108/14684520410531637.
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Rigas, Dimitrios, Hammad Akhtar Hussain, and Nazish Riaz. "Online Branding and Marketing." International Journal of Sociotechnology and Knowledge Development 8, no. 2 (April 2016): 27–38. http://dx.doi.org/10.4018/ijskd.2016040103.
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Multimodal is quite established as communication metaphor in user interfaces and there is at least some limited prima facie case that can be used to influence positively consumer behaviour. This paper explores the perceptions of users to interactive multimodal e-branding and its effect on the consumer purchase decision. A sample of 200 respondents, was used as a basis to explore marketing techniques on social media and multimodal influence on consumer purchase decisions. The results and their analysis indicated that advertisements or messages to users with audio, video and text on in combination are the most effective forms of compiling multimodal messages that aim to advertise, persuade and eventually lead to a purchase on the e-commerce and social media platforms. The data also pointed to the use of multimodal Virtual Shopping Assistants. These findings provide an overall viewpoint on user perception that can be used as a basis for a series of empirical experiments in simulations to identify the specific user influence under particular user context and multimodal messages.
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Barreda, Albert A., Anil Bilgihan, Khaldoon Nusair, and Fevzi Okumus. "Online branding: Development of hotel branding through interactivity theory." Tourism Management 57 (December 2016): 180–92. http://dx.doi.org/10.1016/j.tourman.2016.06.007.
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Kaur, Mandeep. "Key Factors for Online Branding Success in India: An ISM Approach." Asian Journal of Engineering and Applied Technology 9, no. 1 (May 5, 2020): 42–50. http://dx.doi.org/10.51983/ajeat-2020.9.1.1078.
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In today’s digital age it is essential to analyse the factors that influence the success of online branding. Pure play e-tailer, Brick and mortar, click and mortar companies are required to follow online branding strategy. As online branding is the need of the hour companies are moving on the track where the ultimate destination is to adopt online branding as the strategy to stay ahead. Online branding is moving at the pace of the light. To keep up, companies need a robust foundation with the judgment to think precariously about the critical success factors for online branding. The purpose of the paper is to identify factors that influence the success of online branding, interrelationship among those factors and categories them in line with its driving and dependence power. These factors will help to prepare the model for companies who are planning to go for online branding strategy. Interpretative Structural Modelling approach is used to construct this model. The result found that both online factors and offline factors influence the success of online branding. Future research may endeavour to statistically validate the proposed model and may also expand the model by suggesting other factors that are influencing the success of online branding. Little research has investigated the interrelationship among factors which are affecting the success of online branding and thereby inducing companies to go for online branding. In addition the present paper contributed insights developed from the model that would help companies in taking decision related to online branding.
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Song, hyun jin. "Online premium advertisement's e-branding." KOREA SCIENCE & ART FORUM 1 (December 31, 2005): 57. http://dx.doi.org/10.17548/ksaf.2005.12.1.57.
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Shaker, Fahim, and Reaz Hafiz. "Personal Branding in Online Platform." Global Disclosure of Economics and Business 3, no. 2 (December 31, 2014): 109–20. http://dx.doi.org/10.18034/gdeb.v3i2.154.
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Online personal branding connotes a way to communicate favorable attributes of an individual self in the online platform in order to differentiate oneself from others that will assist to attain the professional goals along with relational aspirations. Numerous studies focused on the importance of having a strong personal brand but mostly ignored the way of developing it in the virtual world. The objective of the paper is to explore various literatures from different disciplines to address the issue of developing a contextual framework of “construction of online personal brands.” The study covers the area of personality dimensions, personal brand identity both core and extended, influence of surroundings in identity creation in the online environment, individual’s image positioning and management etc.
JEL Classification Code: M31; M37
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San, Lim Ying, Azizah Omar, and Ramayah Thurasamy. "Online Branding: Are Malaysian Ready?" Advanced Science Letters 21, no. 6 (June 1, 2015): 2055–57. http://dx.doi.org/10.1166/asl.2015.6204.
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Rowley, Jennifer. "Online branding: the case of McDonald's." British Food Journal 106, no. 3 (March 2004): 228–37. http://dx.doi.org/10.1108/00070700410528808.
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Tiago, Flávio, Pedro Correia, Victor-Alexandru Briciu, and Teresa Borges-Tiago. "Geotourism Destinations Online Branding Co-Creation." Sustainability 13, no. 16 (August 9, 2021): 8874. http://dx.doi.org/10.3390/su13168874.
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The application of brand theory to destinations has grown in the last few decades, with the destination brand personality being a viable metaphor for creating and positioning destination brands. An often-overlooked tourism typology is geotourism; more specifically, volcanic tourism, since it can be a passive element of any tourism form or active nature tourism. However, its potential is relatively unexplored in terms of online branding. For this reason, the present study analyzes online brand image co-creation, using 300 websites related to three unique volcanic tourism destinations—Iceland, the Azores, and the Canary Islands. Three different types of sources (destination marketing organizations, commercial, and editorial websites) created these contents. The results demonstrate significant differences between the communication of the three destinations, with Iceland, where there is less aligned communication, most valuing geo elements in their communication, and the Azores, where all stakeholders communicate similar brand personality traits, displaying more aligned communication regarding brand personality. In the Canary Islands geotourism is less explored as a destination offer and is consequently less communicated. Acknowledging the different brand positioning and the parity and differentiation points among destinations with the same baseline offer—volcanic tourism—can be helpful for destination brand managers to reignite tourism and promote a unique tourism experience.
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Malik, Muhammad Shoukat, and Rabia Tanveer. "Effect of Rational Advertisement Appeal on Online Branding in Pakistan." International Journal of Industrial Marketing 3, no. 1 (November 20, 2018): 36. http://dx.doi.org/10.5296/ijim.v3i1.13635.
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The purpose of this study is to identify the effect of rational advertisement appeal on online branding within the context of Pakistan. Customer attitude is the moderator. The relationship between attitude of customers and online branding is also taken into consideration. Personal items and gadgets are two types of products considered in order to determine differences in purchases while being online. A quantitative survey based research design is used in this study. Nonprobability sampling technique of convenience sampling is used. Data were collected through an online questionnaire. 244 usable responses were obtained. Data was analyzed using SPSS 22. Factor analysis was performed followed by regression analysis and T-test. Results of data analysis revealed that a rational advertisement appeal is a significant predictor of online branding. Customer attitude did not moderate the relationship between rational advertisement appeal and online branding. However, customer attitude had a positive influence on online branding. There were some differences between the product types when consumers purchased online for personal items and gadgets. This study made an important contribution in the literature by investigation the effect of rational advertisement appeal on online branding.
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Karniawati, Nia, and G. M. Rani. "E-LEARNING IN ONLINE EDUCATION GAME FOR KIDS." Jurnal Teknologi Informasi dan Pendidikan 13, no. 2 (September 21, 2020): 37–40. http://dx.doi.org/10.24036/tip.v13i2.335.
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This study aims to identify e-learning as a branding of kids educational online games. Descriptive method was used to present a complete overview regarding the situation related to variables examined. The results of this research are to recognize the development of branding and the benefit provided by e-learning in the application of educational games for kids. Discussing the product branding of e-learning games for kids was conducted in this research.
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Nur Fitriana, Annisa Rizky, and Yudha Trishananto. "STUDI MENGENAI PENINGKATAN SIKAP PENGGUNA SHOPEE MELALUI KEPERCAYAAN." Jurnal Ekobis : Ekonomi Bisnis & Manajemen 11, no. 2 (September 28, 2021): 252–65. http://dx.doi.org/10.37932/j.e.v11i2.309.
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Penelitian ini bertujuan untuk mengetahui Sikap Belanja Online di Shopee dipengaruhi oleh Islamic branding, perceived benefit dan electronic word of mouth melalui Kepercayaan. Penelitian dilakukan dengan metode kuantitatif. Populasi yang digunakan yaitu pelanggan aplikasi shopee. Sampel yang digunakan adalah pelanggan yang pernah memakai aplikasi shopee ketika berbelanja online dengan jumlah sampel sebanyak 95 orang. Langkah pengambilan sampel dengan purposive sampling. Penelitian yang dilakukan dengan analisis regresi linier berganda melalui bantuan aplikasi SPSS 25.0. Hasil yang diperoleh Islamic branding, perceived benefit dan electronic word of mouth terdapat pengaruh positif serta tidak signifikan terhadap kepercayaan, Islamic Branding, dan perceived benefit terdapat pengaruh positif terhadap sikap belanja online. electronic word of mouth terdapat pengaruh positif serta tidak signifikan terhadap sikap belanja online. Kepercayaan berpengaruh positif dan tidak signifikan terhadap sikap belanja online. Adanya kepercayaan tidak mampu menjadi mediasi pengaruh Islamic branding, perceived benefit dan electronic word of mouth terhadap sikap belanja online.
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Romadhan, Mohammad Insan. "Tren’s Personal Branding Youtuber Indonesia." LINIMASA: JURNAL ILMU KOMUNIKASI 1, no. 2 (July 30, 2018): 33. http://dx.doi.org/10.23969/linimasa.v1i2.1080.
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Youtube sebagai media online berbasis video adalah salah satu media online dengan pengunjung terbesar di Indonesia, tercatat pada situs pemeringkat website alexa.com youtube berada pada peringkat tiga di bawah raksasa mesin pencari google. Besarnya jumlah pengunjung pada media online youtube membuat banyak pihak menggunakan youtube sebagai sarana berbagai aktivitas, termasuk di antaranya digunakan oleh youtuber Indonesia untuk membranding dirinya agar dapat menarik banyak pengunjung sehingga dapat menghasilkan uang dan kepopuleran. Oleh karena itu, peneliti tertarik untuk melihat tren personal branding yang banyak dilakukan oleh youtuber Indonesia. penelitian ini menggunakan konsep personal branding dan media online youtube sebagai kajian referensi, sedangkan metode penelitiannya menggunakan pendekatan kualitatif dengan jenis penelitian deskriptif, pengumpulan data menggunakan observasi dan dokumentasi. Analisis data menggunakan Cresswell. Hasil penelitian yang diperoleh bahwa tren personal branding yang banyak dilakukan oleh youtuber Indonesia lebih membentuk brand personal yang atraktif, humoris, dan informatif.
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Yuliani, Rostika, and Susanne Dida. "Personal Branding Selebritas dan Bisnis Online Shop." Mediator: Jurnal Komunikasi 11, no. 1 (June 29, 2018): 10–19. http://dx.doi.org/10.29313/mediator.v11i1.3617.
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Eid, Riyad, Raja Yahya Al Sharief, and Laila Hussein. "Factors Affecting the Success of Online Branding." International Journal of Online Marketing 1, no. 4 (October 2011): 20–32. http://dx.doi.org/10.4018/ijom.2011100102.
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Online branding has become a crucial part of companies’ activity since the mid-90s, when internet expansion began. As internet activity starts playing bigger and greater roles in sales and marketing communications, online branding becomes more important. However, the challenge for organisations today is to advance their online business activities. To address this challenge, organisations need to understand the critical success factors for building an online brand. This paper discusses this issue proposes 9 critical factors classified into two categories and validated empirically through a sample of 150 university students. The significance, importance, and implications for each category are discussed and then recommendations are made.
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Popescu, Maria Magdalena. "Personal Online Identity-Branding or Impression Management." Scientific Bulletin 24, no. 1 (June 1, 2019): 67–75. http://dx.doi.org/10.2478/bsaft-2019-0008.
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Abstract It is said that western society is heading toward individuation, towards personalization. This, along with continuous technological progress, triggers the concept of Personal Identity Online (PIO) which highlights and tailors a specific characteristic of an individual’s behavior in an online network of similar ones, benefitting from a single opportunity to shape an individual’s identity differently from the one he has in reality. Looked at from the network of ties existent in a social online environment, identity is tailored by each individual representation in virtual encounters. This representation is provided by the users’ profiles while the posts used are enriched and shared account for the visual representation of alterity. The present paper looks at how impression management and personal branding are developed in the social network environment in a desire to complete personal characteristics that reality did not grant. Analysis on posted content, management of information and social manifestation are involved to this end.
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HUI, XUE. "Branding Beijing online via the 2008 Olympics." Journal of International Communication 14, no. 2 (January 2008): 25–47. http://dx.doi.org/10.1080/13216597.2008.9674731.
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Scorrano, Paola, Monica Fait, Amedeo Maizza, and Demetris Vrontis. "Online branding strategy for wine tourism competitiveness." International Journal of Wine Business Research 31, no. 2 (June 17, 2019): 130–50. http://dx.doi.org/10.1108/ijwbr-06-2017-0043.
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Purpose The link between wine and tourism is increasingly important for the competitive advantage of the territory and its productions, and it must be adequately communicated, in particular, online. Therefore, monitoring the level of convergence between online brand identity and online brand image is increasingly important to implement an efficient strategy of recall of a territory. This paper thus aims to propose an operative framework – assessing Web convergence (AWC) – designed to detect and analyse the online brand image and compare it with online brand identity. Design/methodology/approach The AWC framework is designed to extract information from the Web, process it through text-mining techniques – cluster analysis – and interpret it from three perspectives – functional, holistic and sensitive. The operative framework was applied to Napa Valley because it is the most frequently cited wine destination on the top 100 travel blogs. Findings The empirical application shows that the proposed logical framework can yield important reflections even in cases such as Napa Valley’s, a destination that already enjoys strong notoriety. In spite of the apparent qualitative homogeneity of the topics discussed, observation of their composition in terms of the three dimensions revealed the existence of a gap on some topics identified between what is communicated by the wine tourism destination and what is perceived and in turn communicated by bloggers. Research limitations/implications The limitation of the research is represented by the application of the operative process to a single case study (Napa Valley). The contribution given to managerial studies is the ability of the framework to provide an operative vision of the importance of knowing the blogger’s perception of the brand identity communicated by the company. Testing the framework in other contexts will confirm that the protocol is generalisable. Practical implications The identification of the themes that characterise brand identity and brand image in the Web provides a flow of information that, if interpreted according to the functional, holistic and sensitive perspective, transforms the themes into useful knowledge for decisional purposes. Originality/value The managerial literature has highlighted, as in today’s communication environment, a strong brand can be created and maintained by strengthening the linkage between identity and image. The proposed framework may be considered an important protocol because it allows a tourism destination to increase the flow of information on which to build or strengthen the brand identity by aligning with the brand image. This could be particularly useful for smaller and less-popular destinations.
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Rowley, Jennifer. "Online branding strategies of UK fashion retailers." Internet Research 19, no. 3 (June 5, 2009): 348–69. http://dx.doi.org/10.1108/10662240910965397.
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Labrecque, Lauren I., Ereni Markos, and George R. Milne. "Online Personal Branding: Processes, Challenges, and Implications." Journal of Interactive Marketing 25, no. 1 (February 2011): 37–50. http://dx.doi.org/10.1016/j.intmar.2010.09.002.
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Rachmawati, Dewi, and Lestari Nurhajati. "KOMUNIKASI MEDIA ONLINE PENGUSAHA MILENIAL DALAM MEMBANGUN PERSONAL BRANDING DI ERA DIGITAL." Metacommunication: Journal of Communication Studies 4, no. 1 (May 5, 2019): 114. http://dx.doi.org/10.20527/mc.v4i1.6357.
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ABSTRACT Scientists who use cohort generation (generation cohorts) to classify subjects by age group, strongly believe in differences in attitudes, behaviors and communication in each generation. Millennials in the age range of 23-39 (born 1980-1995) tend to be depicted as relying heavily on communication based on internet technology. This situation certainly causes significant communication changes, including when these millennials become entrepreneurs, inevitably they will rely on communication via online media. In 2018, several rows of Indonesian millennials entered the ranks of successful Asian entrepreneurs under the age of 30. This phenomenon certainly becomes interesting to study about how the use of online media by young entrepreneurs as a means of their communication with the public. This study aims to find out how the personal branding of millennial entrepreneurs is built with communication via online media. The personal branding study that is often used as a guideline is the Eight Laws of Personal Branding concept, which is a personal branding strategy that emphasizes the side; specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. This study uses the content analysis (content analysis) approach to 5 online media (Instagram, Facebook, Twitter, Youtube, LinkedIn and Website / blog) owned by 5 millennial entrepreneurs (Dian Pelangi, Fransisca Hadiwidjana, Talita Setyadi, Rorian Pratyaksa, and Stanislaus Tandelilin) within 1 year (1 January 2018 - 31 December 2018). The results of this study indicate that the effort to build personal branding on each of the online media owned, is only attached to the figure of Dian Pelangi, who is very active in using all lines of social media. While the other 4 subjects actually did not all actively utilize the social media / online media they had..Keywords: online media communication, millennials, personal branding, millennial entrepreneurs, digital era. ABSTRAK Ilmuwan yang menggunakan cohort generation (generasi kohort) untuk menggolongkan subyek berdasarkan kelompok umur, sangat mempercayai adanya perbedaan sikap, perilaku dan komunikasi pada tiap generasi. Generasi milenial dalam rentang usia 23-39 (lahir 1980-1995) cenderung digambarkan sangat mengandalkan komunikasi berbasis penggunaan teknologi internet. Situasi ini tentu menyebabkan perubahan komunikasi yang signifikan, termasuk ketika para milenial ini menjadi pengusaha, mau tidak mau mereka akan mengandalkan komunikasi via media online. Tahun 2018 lalu beberapa deretan pengusaha milenial Indonesia masuk dalam jajaran pengusaha sukses Asia di bawah usia 30 tahun. Fenomena ini tentu menjadi menarik untuk diteliti tentang bagaimana penggunaan media online para pengusaha muda ini sebagai sarana komunikasi mereka dengan publik. Penelitian ini bertujuan untuk mengetahui bagaimana personal branding para pengusaha milenial dibangun dengan komunikasi via media online. Kajian personal branding yang sering dijadikan pedoman adalah konsep Eight Laws of Personal Branding, yakni strategi personal branding yang menekankan pada sisi; spesialisasi, kepemimpinan, kepribadian, kekhasan, terlihat, Kesamaan antara yang terlihat dan tak terlihat, kegigihan dan itikad baik. Penelitian ini menggunakan pendekatan penelitian content analysis (analisis isi) atas 5 media online (Instagram, Facebook, Twitter, Youtube, LinkedIn dan Website/blog) yang dimiliki oleh 5 pengusaha milenial (Dian Pelangi, Fransisca Hadiwidjana, Talita Setyadi, Rorian Pratyaksa, dan Stanislaus Tandelilin) dalam kurun waktu 1 tahun (1 januari 2018 - 31 Desember 2018). Hasil dari penelitian ini menunjukkan bahwa upaya membangun personal branding pada masing-masing media online yang dimiliki, hanya melekat pada sosok Dian Pelangi, yang sangat aktif menggunakan semua lini media sosialnya. Sementara ke 4 subyek lainnya justru tidak semuanya aktif memanfaatkan media sosial/ media online yang dimilikinya..Kata Kunci: komunikasi media online, milenial, personal branding, pengusaha milenial, era digital.
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Rezaei, Sajad, and Naser Valaei. "Branding in a multichannel retail environment." Information Technology & People 30, no. 4 (November 6, 2017): 853–86. http://dx.doi.org/10.1108/itp-12-2015-0308.
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Purpose The purpose of this paper is to investigate the structural relationship between online brand equity, brand experience, brand attitude, and brand attachment while considering the moderating effect of store type (online stores vs app stores) and product type. Design/methodology/approach A total of 459 completed online questionnaires were collected from experienced online (n=254) and app shoppers (n=205) to empirically test the proposed model. Partial least squares path modeling approach, a variance-based structural equation modeling, was performed to evaluate the measurement and the structural model. Findings The study’s empirical investigation validates the proposed model and implies that online brand equity, brand experience, and brand attitude explain 66 percent of variances in brand attachment. Partial least square-multi group analysis reveals that the type of store and product type are moderators to all the proposed relationships except the hypothesis on the relationship between online brand equity and brand attachment. Originality/value With the tremendous advancement of information technology that enables firms to deploy multichannel strategy in their core business activities, the role of brand in a multichannel retail environment has been ignored. This study is among several attempts to examine the role of brand among consumers experienced with online and app stores. The practical implications and limitation are discussed.
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Asri, Rahman, Gusmia Arianti, and Alma Mandjusri. "PENGARUH ONLINE PERSONAL BRANDING TOKOH POLITIK TERHADAP MINAT PEMILIH PEMULA." Communiverse : Jurnal Ilmu Komunikasi 5, no. 1 (January 14, 2020): 58–69. http://dx.doi.org/10.36341/cmv.v5i1.1166.
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Konvergensi media saat ini telah mampu menggabungkan dan mengintergrasikan media konvensional ke dalam bentuk digitalisasi informasi, salah satunya menggunakan platform media sosial diantaranya melalui facebook dan instagram yang populer dengan jumlah pengguna terbanyak. Media sosial tidak hanya digunakan perusahaan atau brand, tapi banyak pula pihak secara individu diantaranya pejabat public yang melakukan kegiatan online personal branding di media sosial. Ridwan Kamil dengan followers sebanyak 6 juta, seorang pejabat publik yang aktif melalui instagram untuk membentuk personal branding. Penelitian ini menganalisa pengaruh online personal branding terhadap minat pemilih pemula di Pilkada Jawa Barat 2018.
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Asri, Rahman, Gusmia Arianti, and Alma Mandjusri. "PENGARUH ONLINE PERSONAL BRANDING TOKOH POLITIK TERHADAP MINAT PEMILIH PEMULA." Communiverse : Jurnal Ilmu Komunikasi 5, no. 2 (August 13, 2020): 95–108. http://dx.doi.org/10.36341/cmv.v5i2.1165.
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Konvergensi media saat ini telah mampu menggabungkan dan mengintergrasikan media konvensional ke dalam bentuk digitalisasi informasi, salah satunya menggunakan platform media sosial diantaranya melalui facebook dan instagram yang populer dengan jumlah pengguna terbanyak. Media sosial tidak hanya digunakan perusahaan atau brand, tapi banyak pula pihak secara individu diantaranya pejabat public yang melakukan kegiatan online personal branding di media sosial. Ridwan Kamil dengan followers sebanyak 6 juta, seorang pejabat publik yang aktif melalui instagram untuk membentuk personal branding. Penelitian ini menganalisa pengaruh online personal branding terhadap minat pemilih pemula di Pilkada Jawa Barat 2018.
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McCabe, Mary B., and Richard Weaver. "Achieving Resonance for Online Travel Brands via Mobile Devices." Journal of Economics, Trade and Marketing Management 3, no. 1 (January 22, 2021): p1. http://dx.doi.org/10.22158/jetmm.v3n1p1.
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Branding for service organizations has challenges with the limited space on a mobile phone while consumers create a brand experience in an instant. This reports how online travel agencies (OTA) present their brands on mobile, as framed by the Brand Resonance Pyramid. The authors examine how the OTA present the four levels of branding: identity, meaning, judgement/feelings, and resonance. The authors reflect on qualitative perceptions of Expedia and Booking, the largest revenue OTA, applied to key branding elements on mobile devices for booking flights, accommodations, and car rentals. Travel brands are challenged to improve customer relationships to the resonance level in order to experience the highest mutual value using this communication technology.
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Martini, Erni, Lili Adi Wibowo, Agus Rahayu, and Ratih Hurriyati. "WEBSITE AS AN COMMUNICATION TOOL AND BRANDING STRATEGY IN TELECOMMUNICATION COMPANIES." Jurnal Manajemen dan Kewirausahaan 24, no. 1 (March 22, 2022): 81–90. http://dx.doi.org/10.9744/jmk.24.1.81-90.
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This research had the purpose of investigating the utilization of a company's official website as a communication medium and for online branding purposes in the telecommunication industry in Indonesia. This study used a population of official websites from seven telecommunication companies in Indonesia. The indicators that had been used to analyze website content, website ease of use, and website interactivity. The results of this study showed that 100% of telecommunication companies in Indonesia had a website that can be used as an online branding strategy. The indicators that were mostly used by these companies for online branding were website content (100%) and website ease of use (93.65%), while the use of website interactivity (53%) still needed to be maximized. The findings of this study were useful in revealing how telecommunications companies in developing countries used their websites as a communication medium for online branding
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Mulyadi, Mulyadi. "ANALISIS PROMOSI DAN BRANDING UNTUK PENGUATAN EKSISTENSI KAMPUNG WAYANG KEPUHSARI, MANYARAN." KUAT : Keuangan Umum dan Akuntansi Terapan 2, no. 1 (March 16, 2020): 39. http://dx.doi.org/10.31092/kuat.v2i1.826.
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Upaya pemasaran online dan branding sudah dilakukan oleh pengrajin wayang di Kepuhsari Manyaran Wonogiri. Hanya saja upaya tersebut belum mampu meningkatkan penjualan produk seni wayang. Kunjungan ke Kampung Kepuhsari yang juga sudah dideklarasikan sebagai sebuah desa wisata juga tidak begitu banyak. Kegiatan pengabdian ini di samping untuk memberikan pelatihan penggunaan media sosial untuk kepentingan pemasaran online juga dimaksudkan untuk mengidentifikasi strategi pemasaran dan branding yang sudah dilakukan selama ini. Analisis SWOT digunakan untuk mencermati situasi dan kondisi yang ada sebelum kemudian diputuskan untuk diambil langkah lebih lanjut. Pemberian pelatihan pemasaran online dan branding dengan pendekatan teori dan praktik dilaksanakan dengan dipadukan dengan FGD. Hasil pengabdian yang penting yakni bahwa upaya pemasaran dan branding yang sudah dilakukan selama ini bersifat sporadis dan banyak mengalami kendala. FGD yang dilakukan menghasilkan analisis SWOT yang menunjukkan posisi kerajinan ukir wayang di Kepuhsari berada di kuadran 3, yang berarti bahwa untuk eksistensi pengrajin wayang Kepuhsari perlu melakukan perubahan strategi pemasaran dan branding.
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Das, Gopal. "Antecedents and consequences of trust: an e-tail branding perspective." International Journal of Retail & Distribution Management 44, no. 7 (July 11, 2016): 713–30. http://dx.doi.org/10.1108/ijrdm-06-2015-0089.
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Purpose – The purpose of this paper is to examine the antecedents and consequences of trust in online shopping from an e-tail branding perspective. Design/methodology/approach – A structured questionnaire was used to collect data online from Indian e-tail shoppers (n=309). A structural equation modelling (CB-SEM approach) was used to analyse the data. Findings – The results found e-tailer awareness, e-tailer associations, and e-tailer perceived quality as antecedents of trust in online shopping. The results also showed online trust positively influences the behavioural intentions, namely, purchase intention, repurchase, and recommendation. Originality/value – This study examines the applicability and branding and brand management principles in an e-tail branding context. Theoretical and managerial implications of these results are further discussed.
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Sarinastiti, Eska Nia, and Nabilla Kusuma Vardhani. "CO-BRANDING ONLINE FOOD DELIVERY: PERUBAHAN MODEL BISNIS WISATA KULINER LOKAL KHAS YOGYAKARTA." AdBispreneur 3, no. 3 (February 11, 2019): 177. http://dx.doi.org/10.24198/adbispreneur.v3i3.19157.
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The aim of this research is examining the implementation of co-branding by the food delivery service and its influence on the local culinary tourism business model of Yogyakarta. This research uses qualitative research with an exploratory study. Data collection was conducted through semi-structured interviews with 13 owners of Yogyakarta’s local culinary. The results showed that co-branding was carried out jointly with GoFoodPartner, but if it was not incorporated into GoFoodPartner co-branding was carried out directly between GoFood and the culinary business management. As for GrabFood, co-branding is done partially to businesses that are not part of their official cooperation partners. The culinary tourism business model has been changing by online food delivery service providers. The change is they have not only done business to consumer (B2C) but then also develop its business model into Business to Business (B2B) and Business to Business to Consumer (B2B2C). It changes the business model of culinary tourism developed into a food tourism business model. Penelitian ini mengkaji tentang implementasi co-branding oleh layanan food delivery tersebut dan pengaruhnya pada model bisnis wisata kuliner lokal khas Yogyakarta. Penelitian ini menggunakan jenis penelitian kualitatif dengan metode eksploratory. Pengumpulan data dilakukan melalui wawancara semi-terstruktur dengan 13 pelaku usaha wisata kuliner lokal khas Yogyakarta didukung observasi serta dokumentasi. Hasil penelitian menunjukan bahwa co-branding dilakukan secara bersama-sama antara GoFood dan pelaku usaha wisata kuliner yang tergabung dalam GoFoodPartner, akan tetapi jika tidak tergabung dengan GoFoodPartner co-branding dilakukan secara terpisah antara GoFood dan pelaku usaha wisata kuliner. Sementara untuk GrabFood juga demikian, co-branding dilakukan secara partial untuk pelaku usaha wisata yang bukan masuk dalam mitra kerjasamanya. Model bisnis wisata kuliner yang dilakukan terdapat perubahan dengan adanya layanan online food delivery. Perubahan tersebut terdapat pada tidak hanya business to consumer (B2C), akan tetapi model bisnisnya berkembang juga menjadi Business to Business (B2B) dan Business to Business to Consumer (B2B2C). Perubahan model bisnis tersebut mendorong perkembangan model bisnis culinary tourism menjadi model bisnis food tourism.
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Murphy, Jamie, and Arno Scharl. "An investigation of global versus local online branding." International Marketing Review 24, no. 3 (June 5, 2007): 297–312. http://dx.doi.org/10.1108/02651330710755302.
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Dixon, Helen, Maree Scully, Melanie Wakefield, Bridget Kelly, and Simone Pettigrew. "Community junior sport sponsorship: an online experiment assessing children’s responses to unhealthy food v. pro-health sponsorship options." Public Health Nutrition 21, no. 6 (December 6, 2017): 1176–85. http://dx.doi.org/10.1017/s1368980017003561.
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AbstractObjectiveTo explore children’s responses to sponsorship of community junior sport by unhealthy food brands and investigate the utility of alternative, pro-health sponsorship options.DesignBetween-subjects experiment, with four sponsorship conditions: A, non-food branding (control); B, unhealthy food branding; C, healthier food branding; D, obesity prevention campaign branding.SettingOnline experiment conducted in schools. Participants were shown a junior sports pack for their favourite sport that contained merchandise with branding representing their assigned sponsorship condition. Participants viewed and rated the sports pack, completed a distractor task, then completed questions assessing brand awareness, brand attitudes and preference for food sponsors’ products.SubjectsStudents in grades 1 to 3 (aged 5–10 years; n 1124) from schools in metropolitan Melbourne, Australia.ResultsCompared with the control condition, there were no significant effects of unhealthy food branding on awareness of, attitudes towards or preference for these brands. Exposure to healthier food branding prompted a significant increase in the proportion of children aware of these brands, but did not impact attitudes towards or preference for these brands. Exposure to either healthier food branding or obesity prevention campaign branding prompted a significant reduction in the proportion of children showing a preference for unhealthy food sponsor products.ConclusionsThe sponsorship of children’s sport by healthier food brands may promote awareness of these brands and healthier sponsorship branding may reduce preferences for some unhealthy food products. Establishing and implementing healthy sponsor criteria in sports clubs could forge healthier sponsorship arrangements and help phase out unhealthy food and beverage sponsors.
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Wismiarsi, Tri, Muchsin Saggaff Shihab, Holila Hatta, and Nathalia Tjandra. "Startup Branding: A Case Study of Pegipegi." Transnational Marketing Journal 8, no. 1 (May 20, 2020): 27–50. http://dx.doi.org/10.33182/tmj.v8i1.721.
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This study examines the brand strategy of a startup firm in Indonesia, Pegipegi, an online travel agent, which provides travel ticket and hotel reservation services. The study was conducted in response to the fastest-growing startups in Indonesia, especially in e-commerce. A case study research method was used to investigate how this startup developed its brand and succeeded. The qualitative data were taken from websites, online news, advertisement in online and offline media. In addition, face-to-face interviews with public relation and media manager were also employed. The results show that Pegipegi develops its brand through the improvement of its brand identity and positioning to show its differences from its competitors. Furthermore, it develops its brand experience and promises as an online travel agent which is user friendly, convenient and interactive. Marketing communication has been conducted through advertisement in online and offline channels to increase brand awareness and purchases. Customer rewards were given to maintain customer relationship and loyalty. However, other marketing strategies such as alliance, service availability, co-branding, e-WOM, and business to business relationship were also adopted by the startup company. This present study contributes to the existing startup branding research, especially in Indonesia.
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Barbócz, Zsolt. "The Branding Power of Szeklerland. Online Place Branding Tendencies and Identity-Forming Efforts in Szeklerland." Acta Universitatis Sapientiae, Communicatio 7, no. 1 (December 1, 2020): 123–36. http://dx.doi.org/10.2478/auscom-2020-0009.
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Abstract Destination branding has always been a complex question. This is especially true if we are talking about Szeklerland as a historical, cultural, and ethnic region, which can be defined in the easiest way through Covasna, Harghita, and Mureş counties of Romania. A well-structured brand in a region can help with its economic development and search for identity, so it is worth looking into branding activities in the region. Despite Szeklerland’s strong identity and reputation, the discourse is extremely divided between Romanian and Hungarian people. There are plenty of brand owners in the region without central management and coherence. There are plenty of amateur and corporate initiatives that are generally poorly organized and serve individual economic purposes. In addition, politicians also play an active role in forming these processes. Although the regional and tourism development strategies of the counties of Szeklerland are similar, and it can be said that the stakeholders are open to the cooperation between the three counties, there were only partial results of regional-level collaboration. The paper follows the activities of online promotional initiatives about Szeklerland and the larger territorial units influencing the region, such as Romania and Transylvania, and the branding narratives created during them.
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Piehler, Rico, Ayla Roessler, and Christoph Burmann. "The role of leadership and communication in internal city branding." Journal of Product & Brand Management 30, no. 6 (April 2, 2021): 854–65. http://dx.doi.org/10.1108/jpbm-05-2020-2912.
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Purpose This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the corporate branding domain in a city branding context. Design/methodology/approach The relationships between the brand management-related antecedents and the internal city branding (ICB) objective are tested through structural equation modeling using cross-sectional survey data of 414 residents of a German city. Findings Both the brand-oriented leadership of the mayor in terms of acting as a role model by living the city brand and its identity and by showing commitment to the brand and the city’s online brand communication in terms of its quality have positive effects on residents’ city brand commitment. Moderation analyses reveal no significant differences between the path estimates for age, place of birth, duration of residency and education. However, the results differ significantly for gender. Research limitations/implications As this study’s sample is limited to only one city in Germany, further research needs to investigate the relationships in different cities and other countries to ensure the generalizability of the results. Future studies might also include other aspects of city brand communication, as well as cognitive and behavioural ICB objectives. Practical implications To increase residents’ city brand commitment, city brand managers should ensure that a city’s online brand communication is adequate, complete, credible, useful and clear. Furthermore, through creating awareness for the importance of a mayor’s brand-oriented leadership and through educating and training the mayor to engage in this specific form of brand-oriented transformational leadership, city brand managers can increase residents’ emotional attachment with the city brand. Originality/value This study integrates internal branding research from the corporate branding domain with place and city branding research. It confirms that certain aspects of internal branding (i.e. brand-oriented leadership, brand communication and brand commitment) are applicable not only in the corporate branding domain but also in other branding contexts such as city branding if adapted properly.
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Masitha, Kharisma Nur. "Pengaruh Iklan cetak dan Iklan Online terhadap Kesadaran Merek City Branding Sparkling Surabaya." Media Wisata 18, no. 1 (May 28, 2021): 52–61. http://dx.doi.org/10.36276/mws.v18i1.76.
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By referring to the concept of brand awareness pyramid, pre-research activities have been conducted on 160 respondents, to try to measure the level of brand awareness in Sparkling Surabaya. Pre-research results indicate the level of brand awareness of the city, the city of Surabaya is at the top of the mind Top of Mind, for brand awareness Branding Sparkling city of Surabaya is still in Unaware of a Brand, meaning that at this level the community is less aware of the brand presence or brand Sparkling city Surabaya. The purpose of this study is to analyze and discuss the effect of print and online advertising on brand awareness of the City Branding Sparkling Surabaya. The population used in this study is the people of Surabaya who have seen print advertisements and City Branding Sparkling online advertisements in Surabaya. The sampling technique used is nonprobability sampling with the purposive sampling method. The number of samples used was as many as 150 respondents. The results showed that there was a significant positive effect of print advertisements (X1) and online advertisements (X2) on City Branding Sparkling Surabaya (Y) brand awareness. The highest coefficient value in the multiple linear regression analysis equations is owned by online advertising variables
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Wang, Qian, and Dan Zhang. "Branding City Destinations." Chinese Semiotic Studies 15, no. 3 (August 27, 2019): 379–410. http://dx.doi.org/10.1515/css-2019-0022.
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Abstract City branding brings immense benefits for megacities to gain international prestige in an increasingly competitive global arena. City publicity films, as an effective method for selling the city through online dissemination, could reach and influence a wider audience. However, the deployment of different semiotic resources in the branding discourse in city publicity films remains under-explored, and in particular, the role of cultural attributes in the construction of meaning in the discourse of city branding through linguistic and nonverbal modalities remains unknown. This paper, drawing on theories of systemic functional grammar and visual grammar, examines the multimodal discourse of publicity films of Beijing and London in terms of representational and interactive meanings achieved through various semiotic resources. It is found that, in verbal and visual discourse, both films share similarities regarding enhancing persuasiveness via emotional branding but exhibit differences regarding how to achieve persuasiveness through different semiotic resources that co-construct meaning. The Beijing publicity film blends functional and emotional values while the London publicity film is prone to being more functional. In addition, possible reasons for the differences observed are discussed.
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Aliya, Fibriyani Nur. "FACTOR ANALYSIS OF PERSONAL BRANDING FORMING OF PSSI FORMER GENERAL PERSON EDY RAHMAYADI." Profetik: Jurnal Komunikasi 13, no. 1 (September 5, 2020): 43. http://dx.doi.org/10.14421/pjk.v13i1.1893.
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Abstrak. Personal branding seorang eksekutif merupakan proses menjaga identitas, reputasi, dan citra publik seseorang. Mantan Ketua Umum PSSI, Edy Rahmayadi, menerima petisi online yang memaksanya mundur. Petisi online tersebut dipicu oleh maraknya pemberitaan di media massa dan media sosial. Meme kontroversial yang dibuat oleh Edy menanggapi pertanyaan jurnalis dibuat dan disebarluaskan di internet. Diketahui bahwa pengguna internet didominasi oleh pengguna internet. Berdasarkan hal tersebut, maka penelitian ini bertujuan untuk menganalisis faktor personal branding Edy Rahmayadi dalam pandangan kaum milenial sebagai pengguna internet dan media sosial terbesar. Variabel origin yang digunakan dalam penelitian ini. adalah Authentic Personal Branding variable. Hasil penelitian menunjukkan empat faktor baru terbentuk, yaitu Mampu menjelaskan sebelas faktor asal dan faktor personal branding pembentuk Edy Rahmayadi, Faktor pertama adalah Faktor Keunggulan, faktor kedua adalah Faktor Inovasi, Faktor ketiga adalah Faktor Pakar, dan Faktor keempat adalah Keunikan. Faktor yang menjelaskan variabel asal adalah faktor keunggulan.Abstract. An executive's personal branding is the process of maintaining one's identity, reputation and public image. Former PSSI Chairperson, Edy Rahmayadi, received an online petition that forced him to resign. This is happened when he handled the crisis that occurred in the PSSI organization. The online petition was triggered by the rise of news coverage on him in the mass media and social media. The controversial memes made by Edy in response to journalists' questions were made and disseminated on the internet. It is known that internet users are dominated by millennial generation, where this is directly proportional to social media users. Based on this, this study aims to analyze Edy Rahmayadi's personal branding factors in the view of millennials, as the biggest internet and social media user. The origin variable uses in this study is the Authentic Personal Branding variables. The results shows four new factors formed, which are able to explain eleven origin factors and the personal branding factors forming Edy Rahmayadi. The first factor is the Excellence Factor, the second factor is the Innovation Factor, the third Factor is the Expert Factor, and the fourth Factor is Uniqueness. The most dominant factor explaining the origin variable is the excellence factor.
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Meyliana, Meyliana, Henry Antonius E. W., and Stephen W. Santoso. "Persepsi Pelanggan terhadap Online Branding pada Website Binus University." ComTech: Computer, Mathematics and Engineering Applications 3, no. 2 (December 1, 2012): 832. http://dx.doi.org/10.21512/comtech.v3i2.2312.
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Implementation of e-marketing or digital marketing help companies compete in the free market. For that, the company needs to obtain information about the customer perception in assessing e-marketing or its digital marketing (website). The research uses digital marketing framework method that consists of several variables, such as attract, engage, retain, learn, relate and online branding in which the hypothesis is tested by correlation analysis and regression analysis. Based on correlation analysis, all the hypotheses of H1 is received (related) and based on regression analysis, all the hypotheses H1 is accepted (effectible).
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Armstrong, Kate, Eva Schwarz, and Nikita Richards. "EXPERIENTIAL E-LUXURY: THE RISE OF ONLINE FASHION BRANDING." Global Fashion Management Conference 4, no. 2 (June 30, 2015): 497–501. http://dx.doi.org/10.15444/gfmc2015.04.02.03.
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Hajli, Nick, Mohana Shanmugam, Savvas Papagiannidis, Debra Zahay, and Marie-Odile Richard. "Branding co-creation with members of online brand communities." Journal of Business Research 70 (January 2017): 136–44. http://dx.doi.org/10.1016/j.jbusres.2016.08.026.
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Puncheva-Michelotti, Petya, Sarah Hudson, and Gewen Jin. "Employer branding and CSR communication in online recruitment advertising." Business Horizons 61, no. 4 (July 2018): 643–51. http://dx.doi.org/10.1016/j.bushor.2018.04.003.
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Muntadliroh, Muntadliroh. "Destination Branding Kota Jember Pada Pemberitaan Jember Fashion Carnaval 2016 di Media Online." Jurnal Penelitian Komunikasi 19, no. 2 (December 22, 2016): 123–36. http://dx.doi.org/10.20422/jpk.v19i2.120.
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The 2016 Jember Fashion Carnaval (JFC) has been widely reported in the online media from August to September 2016. This annual carnival provides implications on the effort of the Jember City destination branding. The purpose of this study is to analyze the news content of 2016 JFC on the online media from August to September 2016. The focus of this study is the interpretation of 2016 JFC news text that formed the destination branding of Jember City. This study applies content analysis method with the descriptive quantitative approach. The results of this study indicate that the news of 2016 JFC represents the development phase of Jember City destination branding with the most information source coming from bureaucrats (39%), most news contents topic are 2016 JFC review (20%) and 2016 JFC event (20%), most news category theme is lifestyle, and dominated by positive news tone (70%).
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Kusumohendrarto, Raden Hadapiningrani, and Nofria Doni Fitri. "PERANCANGAN VIDEO DESTINASI WISATA KULON PROGO SEBAGAI PEMBENTUK CITY BRANDING DAERAH." ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia 7, no. 01 (February 28, 2021): 131–49. http://dx.doi.org/10.33633/andharupa.v7i01.4140.
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Keberadaan sebuah kota saat ini sangat dipengaruhi oleh city branding yang diangkat oleh kota tersebut, seperti yang dibawa oleh Kabupaten Kulon Progo berupa “the jewel of java” atau “permata dari pulau jawa”. Namun citra obyek wisata dari branding Kabupaten Kulon Progo masih belum maksimal penggunaannya di tengah terpaan kemajuan teknologi media dan era internet yang mudah di akses pada saat ini terlebih adanya infrastruktur bandara baru Yogyakarta bernama YIA (Yogyakarta International Airport). Adanya kemajuan teknologi video dengan media kualitas 4K (ultra high definition) serta kemudahan akses internet yang telah mendukung saat ini tengah dilirik dan dipergunakan untuk berbagai proses branding. Salah satunya sebagai pembentuk city branding daerah secara online pada kanal Youtube yang dapat menampilkan kualitas video 4K dengan gambar tajam tampak nyata dan dapat diakses dimana saja. Perancangan ini akan menggunakan metode perancangan audio visual yang menghasilkan video 4K destinasi wisata Kulon Progo di kanal Youtube untuk meningkatkan minat wisatawan terhadap bandara baru YIA sehingga terangkat city branding daerah Kulon Progo. Kata Kunci: city branding, Kulon Progo, video 4K, wisata, youtube AbstractThe existence of a city is strongly influenced by the city branding itself such as the branding used by Kulon Progo Regency: "the jewel of java". However, the image of tourism object from the Kulon Progo Regency branding is still not maximally used, especially in the middle of easy to access technology development and environment such as the new Yogyakarta airport infrastructure called YIA (Yogyakarta International Airport). The existence of advanced video technology as 4K (ultra high definition) quality media and easy internet access that already supported are currently being looked at and used for various branding processes, one purpose is to form regional city branding online on the Youtube channel which can display 4K video quality with sharp images that look real and accessed from anywhere. This design will use an audiovisual design method to answer the problem of city branding of the Kulon Progo Regency tourism objects. With the 4K video design of Kulon Progo tourist destinations on the Youtube channel, it hopes it could raise the city branding of tourists' interest in tourism objects in Kulon Progo towards YIA airport. Keywords: city branding, Kulon Progo, tourism, video 4k, youtube
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Canesta, Felicia, Efendi Chen, and Kelvin Chua. "Lingkungan Media Sosial Mempengaruhi Kesuksesan Sebuah Branding Melalui Komunitas Influencers." Jurnal Teknologi Informasi 6, no. 1 (July 1, 2020): 70–77. http://dx.doi.org/10.52643/jti.v6i1.840.
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ABSTRAKMedia sosial memperkenalkan beberapa perubahan penting pada pemasaran digital. Perkembangan teknologi memfasilitasi peningkatan keterhubungan dan pemberdayaan pengguna media sosial saat ini. Hal ini mendorong perkembangan pemasaran branding melalui komunitas online di lingkungan media sosial, tempat pengguna untuk berpartisipasi dalam pembuatan dan kolaborasi dalam berbagi nilai terhadap produk yang dipasarkan. Komunitas online paling berpengaruh di media sosial memiliki kredibilitas tinggi, dan sejumlah besar koneksi yang diberdayakan mempengaruhi perkembangan aktual perusahaan / pemilik brand, sehingga komunitas online itulah yang diidentifikasi sebagai Influencer atau Public Figure di media sosial. Pemilik brand harus memiliki nilai-nilai atau ide kreatif terhadap produk yang dipasarkan dan harus menyediakan uang yang cukup sebagai bayaran yang harus dilakukan berdasarkan tarif yang ditawarkan oleh komunitas Influencer untuk mempromosikan brand tersebut. Studi penelitian ini bertujuan untuk menganalisis dan menyelidiki dampak perkembangan branding pada ekuitas media sosial yang dilibatkan oleh komunitas Influencer. Hasil pada penelitian ini membuktikan adanya wawasan yang relevan dan dampak yang signifikan dari hasil yang diperoleh praktisi terhadap konsep pengembangan pemasaran digital di lingkungan media sosial yang dilakukan oleh komunitas Influencer. Kata Kunci : Media Sosial, Branding, Influencer, Digital, Pemasaran ABSTRACT Social media introduces several important changes to digital marketing. Technological developments facilitate the current connection and empowerment of social media users. This encourages the development of branding marketing through online communities in the social media environment, where users can participate in the co-creation and collaboration of sharing value on the products being marketed. The most influential online community on social media has high credibility, and a large number of connections could influence the actual development of the company or branding, that’s what we called as Influencer or Public Figure in the social media environment. The owner must have a creative values or ideas of their product being marketed and must provide a sufficient money to be paid based on the rates offered by the Influencer Community to promote the brand. This research study aims to analyze and investigate the impact of the development of Branding on the social media equity involved by the Influencer community. The results of this study prove the existence of relevant insights and the significant impact of the results obtained by practitioners on the concept of developing digital marketing in the social media environment carried out by the Influencer community. Keywords : Social Media, Branding, Influencer, Digital, Marketing
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Ward, Chris, and Dan Yates. "Personal Branding And e-Professionalism." Journal of Service Science (JSS) 6, no. 1 (November 25, 2013): 101–4. http://dx.doi.org/10.19030/jss.v6i1.8240.
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As early as the late 1990s, Tom Peters started the conversation about personal branding with his book The Brand Called You. This concept is not without its supporters and critics. Often people view personal branding as something negative such as bragging or possible view it as self-promotion. In the world of Facebook, Twitter and LinkedIn, it is more important than ever that everyone, but primarily students, understand the implication of their online postings but also consider the importance of crafting, promoting, and defending their personal brand.
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Basabain, Wesam, Kirsten Macleod, Tony Westbury, and Afnan Qutub. "Challenges of Self-Presentation and Athlete Branding Among Saudi Female Exercisers: An Auto-ethnography of a Muslim Saudi Personal Trainer Instagram User." Asian Social Science 17, no. 3 (February 28, 2021): 9. http://dx.doi.org/10.5539/ass.v17n3p9.
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Some athletes have attracted millions of audiences, even if being namely recognised. Cristiano Ronaldo, Neymar JR., and David Beckham have the most Instagram followers on a global scale. Online Social Networks (OSN) allows users to establish their profiles to communicate with others through actions such as follows and comments. Currently, athletes prefer to utilise Instagram for self-branding purposes. Therefore, many studies have examined their practices. From the rising of Model of Athlete Brand Image MABI offline practices to the development of online athlete branding consumers’ engagements on social media, all studies have concerned three main categories to build athlete brand image, namely Athletic performance, Attractive appearance, and Marketable lifestyles. As a Saudi female personal trainer who uses Instagram to build a brand image, this auto-ethnography aims to reflect on my personal experiences, including cultural aspects that affect athlete branding strategies. Athlete branding studies have not focused on cultural differences yet. Most Muslim Saudi women are culturally conservative; they cover their bodies in public as a religious practice. This qualitative study describes my own experiences and Instagram visual content selections. It attempts to understand the motives, outcomes, and online self-presentation challenges and strategies of Muslim female exercisers who aim to build their athlete brand image. A key result indicated that Attractive appearance category was not applicable in the self-presentation of a Muslim female athlete in her athlete branding strategies. The trainer encountered some cultural challenges, for instance, religious values such as veiling and gender segregation, which conflict with the ability to rely on the self-characteristics for branding. Therefore, other strategies were applied, such as presenting body composition before and after test results and testimonials for clients.
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Graziano, Teresa, and Valentina Erminia Albanese. "Online Place Branding for Natural Heritage: Institutional Strategies and Users’ Perceptions of Mount Etna (Italy)." Heritage 3, no. 4 (December 17, 2020): 1539–58. http://dx.doi.org/10.3390/heritage3040085.
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In recent years, tourist destinations and strategies of place branding have been facing new challenges owing to the diffusion of Information and Communications technologies. Smart devices can give tourists/prosumers the possibility to co-create and share their travel experience to the point to influence the destination web reputation and, consequently, its digital place image and branding. Furthermore, new technologies can be also used as effective analytical tools to scrutinize the role of online co-created narratives in influencing the web reputation of a specific tourist site, natural heritage included. The study focuses on the online destination image of Mount Etna, an active volcano located in Southern Italy inserted in the UNESCO World Heritage List since 2017. The web reputation of this natural heritage site has been analyzed through a twofold methodology: a manual online content analysis and a software-based Sentiment Analysis methodology. The paper highlights the crucial role of new technologies both as tools of analysis in tourism and heritage studies and as “catalysts” of e-narratives able to influence place images. In so doing, the research aims at providing other researchers and policy-makers with new theoretical and methodological insights about the challenges and potentialities of smart technologies in exploring the online place image, thus contributing to a novel conceptualization of place branding through the theoretical/operational framework of Place Branding 3.0. In particular, the mixed-method approach represents an innovative framework insofar as it provides an in-depth evaluation of users’ online perceptions both at the “micro” scale—at the level of contents, through the manual content analysis—as well as at the “macro” scale, thanks to the software-based Sentiment Analysis methodology.
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Huseynova, Aydan, Jana Matošková, and Ales Gregar. "Linking employer branding and firm-level performance: The case of Azerbaijani firms registered on Glassdoor." Problems and Perspectives in Management 20, no. 1 (January 27, 2022): 128–42. http://dx.doi.org/10.21511/ppm.20(1).2022.12.
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In today’s competitive labor market, firms use employer branding strategies to engage their workforce for better performance. However, the current understanding of the role of employer branding in firm-level performance in the context of developing countries is very limited. This study aims to investigate the importance of employee retention and recruitment efficiency to strengthen the relationship between employer branding and firm-level performance. Data are collected from 316 Azerbaijani firms that are tagged by the Glassdoor and reviewed by former employees. Structural equation modeling is used to test the hypotheses. The results of the study show that employer branding can enhance firm-level performance through employee retention and recruitment efficiency. However, online employee reviews on the Glassdoor do not moderate the connection between employer branding and employee retention. Current employees feel motivated to continue working with those companies which show excellent employer strategies. Furthermore, a firm’s strategy to attract the best employee pool improves firm-level performance. It is also concluded that employees working in developing countries do not concern about online reviews on their employer, and prefer to continue working despite contrary thoughts. Acknowledgment Author acknowledges the financial support provided by Internal Grant Agency (IGA/FaME/2019/008) of FaME through Tomas Bata University in Zlin, Czech Republic.
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Palguna, I. Gusti Ngurah Bagus Dwira. "THE BLACK AND WHITE OF GOFOOD CO THE BLACK AND WHITE OF GOFOOD CO-BRANDING." Jurnal Entrepreneur dan Entrepreneurship 9, no. 2 (December 14, 2020): 13–24. http://dx.doi.org/10.37715/jee.v9i2.1451.
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Abstract
This research aims to find out how the implementation of Gofood co-branding with its culinary partners, as well as to find out the pros and cons felt by partners since carrying out their co-branding with Gofood. This research is a qualitative research. The focus is on informants’ personal, not specific companies or agencies, understanding. The data collection technique used is in-depth interviews with source triangulation as a data validity technique. The results obtained show that Gofood's co-branding with restaurant partners falls into the same type of co-branding but with different levels of co-branding and value creation. The pros felt by the partners lies in increasing sales, brand awareness and coverage of the sales areas while the thing that is a contra is pricing.
Keywords--- co-branding, third-party online food delivery, business owner experience, Gofood
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Isfahani, Atiya. "BE ATTRACTIVE ON TINDER - HOW TO CREATE YOUR IMAGE THROUGH ONLINE DATING APP." ICCD 1, no. 1 (November 21, 2018): 22–25. http://dx.doi.org/10.33068/iccd.v1i1.5.
Full textAbstract:
Human interactions are being communicated by means of electronic, Internet-based Medias. This research is about representation differ in presentation on online dating applications. This study is aimed at understanding how images are used as a means of creating an identity, specifically through Tinder. Self-presentation is divided into two parts: the front region and the back region. The front region is the area where a person displays a self-presentation that he/she wants to show the audience or user in this context in the picture. Front region consists of setting, appearance, and manner that are related to each other. In the back region, the appearance is a visual appearance that is not displayed or any activity performed. That will create impression management in Tinder which create personal branding. In this study qualitative method are used to answer the research questions. The process of research involves emerging questions and procedures, data typically collected in the participant’s setting, data analysis inductively building from particulars to general themes, and the researcher making interpretations of the meaning of the data. The results showed that starting from self-presentation, every participant have their own style to build their own personal branding to make him/her unique among all the other tinder user. This allows them to stand out. The implication of this research is the need for management of personal branding for every individual involved because personal branding is really important as a form of self-presentation in order to compete in relationship or business.