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Добірка наукової літератури з теми "EFFECT OF BRANDING"

Автор: Grafiati

Опубліковано: 11 вересня 2023

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Статті в журналах з теми "EFFECT OF BRANDING"

Srimulyani, Veronika Agustini, and Yustinus Budi Hermanto. "Employer branding and employee performance at KAI: employee retention' role as mediator." Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) 6, no. 3 (November 21, 2022): 921–40. http://dx.doi.org/10.25139/jsk.v6i3.5381.

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Today's job seekers prefer well-known companies, even though they're less likely to be accepted. The HR team must brand the company as an employer. Employer branding can be a company's image, values, and work culture. Employer branding has a greater impact on employee loyalty than non-emotional factors on employees. This study aims to explain 1) employer branding's impact on employee retention and performance, 2) employee retention's impact on employee performance, and 3) employer branding's impact on employee performance through employee retention as a mediator. 110 frontline workers from PT Kereta Api Indonesia (Persero) DAOP VII Madiun made up the research sample. The sampling was proportional random. Using SPSS and Sobel, this study uses descriptive and inferential analysis. Influence test results show that employer branding increases employee retention and performance, and employee retention increases employee performance. The results of path analysis and Sobel test of the mediator's role show that the direct effect of employer branding on employee retention after being controlled by employee retention as a mediator is not significant. Employee retention acts as a full mediator for employer branding's effect on employee performance, according to the mediator test. 2) Companies can improve employee performance by improving employee retention via career opportunities, awards, and employee relationships.

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Rizqan, Miga, Muhammad Adam, and Mukhlis Yunus. "POSITIONING, DIFFERENTIATION, AND BRAND COMPONENT IN THE BRANDING SUCCESS OF TAKENGON MEDIATED BY COFFEE TOURIST DESTINATION." International Journal of Business Management and Economic Review 05, no. 02 (2022): 221–35. http://dx.doi.org/10.35409/ijbmer.2022.3382.

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This study aims to examine the effect of Positioning, Differentiation, and Brand Component on the Branding Success of Takengon Mediated by Coffee Tourism Destination. This research was conducted on all tourists who have visited tourist destinations in Takengon City, Indonesia. The number of respondents was 250 tourists. The method used in analyzing the data was Structural Equation Modeling (SEM). The results reveal that positioning affects tourist destination, differentiation does not affect tourist destination, brand component affects tourist destination, positioning affects branding success, differentiation does not affect branding success, brand component affects branding success, tourist destination affects branding success, tourist destination mediates the positioning effect on branding success, tourist destination does not mediate the differentiation effect on branding success, and tourist destination mediates the brand component effect on branding success. The tourist destination is proven in the model as a partial mediator for the positioning and brand component effects on branding success. These findings prove that the model for increasing the branding success of Takegon is a function of strengthening positioning, completeness of brand components, and strengthening the brand as a coffee tourist destination

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Kurniati, Poni Sukaesih, and Nurmala Icha. "The Effect of Product Branding." Proceeding of International Conference on Business, Economics, Social Sciences, and Humanities 1 (December 1, 2020): 298–304. http://dx.doi.org/10.34010/icobest.v1i.51.

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Social media is currently very influential on the activities of today's life and includes all people, both young and old. The purpose of this research is to find out how much influence the information system has on the branding of a product. This research method uses descriptive method, to present an overview of the influence of information systems on a product brand by observing and through interviews with brands that use information systems and those that do not use information systems. The results obtained from this study indicate that the information system has a major effect on the brand of a product. Product brands that use information systems are more widely known by consumers compared to brands that do not use information systems. It is also known that social media is very influential on the introduction of a branding. This research shows that the importance of information systems on a product brand to be more widely known in the market, so that sales will increase.

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Rizky Vita Losi, Ahmad Fadlan, and Putri Selviani. "Foreign Branding and Its Effect on Brand Perception: an Overview to Local Entrepreneurs." Neo Journal of economy and social humanities 2, no. 1 (March 30, 2023): 46–50. http://dx.doi.org/10.56403/nejesh.v2i1.88.

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Foreign branding is a branding strategy by giving a brand name using spelling or pronunciation in a certain foreign language, with the main target of influencing the dimensions of brand image, and influencing perceived quality, as well consumer attitudes towards products. The purpose of this research is to explain foreign branding and its effect on brand perception. A literature review from various sources related to foreign branding strategy was conducted as part of the research. According to the research findings, brand image, purchase decision, and brand admiration are the effects of foreign branding. Consumers tend to prefer foreign-sound products because it creates brand image as international products which have best quality. So it effects on how people decide to but the foreign products and people also admire foreign-sound products too much especially in young generation. Local entrepreneurs should learn a lot about foreign branding to compete and upgrade the level of their products and sales.

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Drury, Pauline. "Employer branding." Human Resource Management International Digest 24, no. 3 (May 9, 2016): 29–31. http://dx.doi.org/10.1108/hrmid-02-2016-0015.

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Purpose The purpose of this paper is to examine the effects of employer branding on company attractiveness to younger workers. Design/methodology/approach The paper analyzes the relative importance attached to symbolic and functional company attributes using a survey conducted at a large North American university. It considers the impact of differing levels of work experience on responses to employer branding. Findings The best employers get nearly twice as many job applications compared with other organizations. So when they are recruiting, they can pick and choose from a bigger talent pool and select the very best applicants. The “baby boomer” generation is retiring from the workforce, and later generations are smaller in size. The result of these demographic factors has been to increase fears of labor shortages. Competition for a shrinking talent pool of younger workers means that employers need to focus on the things that make their company attractive to potential applicants. Practical implications The study suggests ways in which human resources professionals can maximize the effectiveness of employer branding as a means of attracting job applications from young workers. Social implications It notes that symbolic attributes are more strongly predictive of company attractiveness than functional attributes and that this effect becomes more marked with work experience. Originality/value This paper aims to show how marketing concepts can be applied in a human resource context.

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Cordeiro, Rafaela Almeida, Mateus Canniatti Ponchio, and José Afonso Mazzon. "Evaluating co-branded products: the socioeconomic strata effect." Marketing Intelligence & Planning 34, no. 6 (September 5, 2016): 795–809. http://dx.doi.org/10.1108/mip-01-2015-0008.

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PurposeThe purpose of this paper is to identify whether consumer evaluations of products are influenced by the presence of co-branding with a well-known reputable ingredient brand and whether differences in evaluations are related to the socioeconomic stratum of the consumer. Design/methodology/approachThese questions were investigated by way of two experiments: the first, using a between-subjects approach that was carried out with 210 subjects and the second, using between- and within-subjects approaches that were carried out with 305 subjects. FindingsThe results show that: products produced by both little-known and well-known brands are evaluated more favourably when they are co-branded with a well-known ingredient brand; there is no evidence that the co-branding effect on product evaluation is stronger for little-known brand products than for well-known brand products; and there is weak evidence that the co-branding effect on product evaluation is stronger among subjects from lower socioeconomic strata than among subjects from the upper stratum. Research limitations/implicationsThe theory of anchoring alone is insufficient for explaining differences in product evaluations when the co-branding strategy is adopted. It is believed that positive effects can be also interpreted by the assimilation and signalling theories. Practical implicationsAs for the managerial implications, the authors offer insights into the impacts of using a strategic co-branding alliance on the products of little-known brands among consumers from lower and upper strata. Originality/valueThe study contributes to consumer behaviour literature, specifically with regard to ingredient-brand effects in co-branding strategies from the perspective of the end consumer.

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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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Abdelkarim, Rehab Eltejani, and Mohammed Alhadi Ebrahiem. "Effect of Some Sudanese Traditional Hot Iron Branding on Cattle Hide Quality." Turkish Journal of Agriculture - Food Science and Technology 4, no. 12 (December 2, 2016): 1169. http://dx.doi.org/10.24925/turjaf.v4i12.1169-1172.981.

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This study was designed in order to assess and evaluate the effect of hot iron branding on cattle hide quality. 62 shapes of hot iron branding were detected and classified. Branding damage was evaluated depending on: purpose of application, location in the animal body, branding area, tribe which applied and hide degree. The results showed that, Baggara tribes branding were causing the greater damage on cattle hides; where 71.4% of its brands placed in the abdominal and animal back area (middle of the hide); in proportion to Misseriya Zuraq tribes (68.4%). According to the location of branding, the less tribe that causing damages to the cattle hides were Darfur tribes (14.3%). In terms of branding area Darfur tribes were causing the most branding damages where 42.8% of its brands on cattle hides were between 20-30cm, followed by Baggara tribes where 57.1% of its brands were between 10-20cm then Misseriya Zuraq tribes by 52.6%, and finally North Kordofan tribes of 37.5%. grading of cattle hides depending on the presence of the brand marks the study revealed that, Misseriya Zuraq tribe's brands were obtained the highest percentage (89.4%) of the rejected hides (Scarto= 4 and 5 grades), when compared with North Kordofan tribes (87.5%). For commercial reason brand's were mostly done in the area of 5-10cm but, their effect on cattle hide quality was greater, where 81% of the hides were classified as Scarto.

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Ekhsan, Muhamad, and Tim Saroh. "The Role of Organizational Trust on the Influence of Employer Branding on Employee Performance." International Journal of Management Science and Information Technology 1, no. 2 (July 3, 2021): 31–35. http://dx.doi.org/10.35870/ijmsit.v1i2.353.

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Employer branding is a concept that can be applied within a company to make employees feel comfortable and feel that the company is a good place to work. The goal of employer branding is for the new employee selection process to make it easier to find the best candidates and retain existing employees. By utilizing employer branding, the company will be better in the eyes of employees as well as there will be many prospective new employees who are interested in working at the company. The purpose of this study was to determine the effect of employer branding on employee performance mediated by organizational trust. This study used 95 respondents as the sample. The instrument testing method uses the SmartPLS. The results of this study are employer branding has a significant effect on employee performance, employer branding has a significant effect on organizational trust, organizational trust has a significant effect on employee performance, Organizational trust is able to mediate employer branding influence on employee performance.

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Dechawatanapaisal, Decha. "Internal branding and employees’ brand outcomes: do generational differences and organizational tenure matter?" Industrial and Commercial Training 51, no. 4 (April 1, 2019): 209–27. http://dx.doi.org/10.1108/ict-10-2018-0089.

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PurposeThe purpose of this paper is to investigate the mediating effect of brand identification between internal branding and brand citizenship behavior as well as brand loyalty, and the roles of working generation and organizational tenure as moderators of the relationship between internal branding and brand identification.Design/methodology/approachThis research used a survey method and a structured questionnaire to collect data from salespeople working in the cement and construction materials industry. The hypothesized relationships were tested and analyzed by means of a confirmatory factor analysis, structural equation modeling, hierarchical regression and a bootstrapping procedure.FindingsBrand identification partially mediates the link between internal branding and brand citizenship behavior and fully mediates that between internal branding and brand loyalty. Also, the influences of internal branding on brand identification are varied among generational cohorts and employees with different tenure.Research limitations/implicationsThe current research took place among customer-interface employees, which can be extended to back-end or supporting workers, in order to better reflect the overall effect of internal branding efforts.Practical implicationsOrganizations need to undertake internal branding to induce a shared understanding among employees about brand insights, and to foster their perception of belongingness in order to motivate desired brand behaviors. Furthermore, managers may improve internal branding mechanisms by taking generational differences and duration of employment into consideration, since these factors impinge on the effects of internal branding.Originality/valueThis study contributes to internal branding research by addressing the contingent influences of employees’ differences on the success of internal branding efforts.

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Дисертації з теми "EFFECT OF BRANDING"

Mouton, Estelle. "The effect of internal brand management on brand commitment and brand trust." University of the Western Cape, 2018. http://hdl.handle.net/11394/6690.

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Magister Commercii - MCom
The focus of branding is often externally focused, yet it is the employees through their direct interaction with the brand, that can make or break the brand promise. Despite the important role of employees in building the brand, they are often overlooked in brand building strategies. The purpose of the study was to test the effect of internal brand management on brand commitment and brand trust in a government organisation. Front-line employees of the South African Post Office, a state-owned organisation in South Africa was selected to collect the data using convenience sampling. Cronbach Alpha and content validity was used to test the reliability and validity of the measurement instrument. The data was not normally distributed and non-parametric tests were performed during data analysis. Descriptive statistics was used to describe the basic characteristics of the respondents and the correlation coefficient (Rho) was used to test the relationships between variables. All three hypotheses were accepted. The results are consistent with previous research, however, new developments are emerging. For front-line employees to commit to the brand, they must trust the brand, which in turn is created through brand identity. Negative external communication influences the ability of front-line employees to deliver the expected brand promise. Importantly, the role of top management in fostering internal brand management cannot be overlooked.

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Lian, Xiaoxi. "The effect of multiple co-branding : an exploration through associative learning theory." HKBU Institutional Repository, 2010. http://repository.hkbu.edu.hk/etd_ra/1179.

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Demir, Kivilcim Dogerlioglu. "The effect of value network integration on evaluations of modern, classic and retro brands." Pullman, Wash. : Washington State University, 2010. http://www.dissertations.wsu.edu/Dissertations/Spring2010/K_dogerliogludemir_1050210.pdf.

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Babili, Galeichubeloe Nnana. "The effect of branding on customer buying behaviour in selected hotels of Gaborone, Botswana." Thesis, Cape Peninsula University of Technology, 2014. http://hdl.handle.net/20.500.11838/2117.

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Thesis (MTech (Tourism and Hospitality Management))--Cape Peninsula University of Technology, 2014.
The success of any hotel depends entirely upon the satisfaction of its consumers. In order to get this right, hotels have to know the buying behaviour of their customers, hence the saying that “the Customer is King, therefore the Customer is always right!” The Botswana hospitality and tourism market has experienced remarkable changes of late. The well-known hotel brands seem to have increased their market share in the existing market, which used to be dominated by local brands. A brand is a powerful tool that attracts more consumers to buying particular products and services. Some companies may even regard it as equity, as it can add value to the products with which it is associated. It is in this regard that branded properties are important in the hospitality industry. “Brands play an intangible role in the operational effectiveness of any organisation” (Bruce & Harvey, 2008:6). “Brands are increasingly important to tourist destinations and are used by all consumers in the process of buying situations” (Kotler, Bowen & Makens, 2006:315). This study focused on exploring the research problem, which stated: What will the effect of branding be on consumer buying behaviour in the hospitality industry of Gaborone? and the sub-problem, which stated: Will there be an increase in the buying behaviour of consumers due to branding in the hospitality industry of Gaborone? Semi-structured interviews were conducted with the sales managers of the three participating hotels, and two questionnaires were distributed – one for guests and one for staff. The analysis of the questionnaires and the interview results indicated that the guests and employees of the hotels were aware of the brands that were available to them in the hospitality industry of Gaborone, Botswana. This was shown by the results that revealed that 52.99% guests stated that the hotel brand had a very important effect in their decision making on which hotel to choose, and 76.06% of the employees thought that the hotel brand had a very important effect in the decision making of customers on which hotel to choose.

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Buro, Rossella <1994&gt. "The phenomenon of co branding - analyzing the social psychological effect on consumer buying behavior." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/13575.

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The dissertation aims to demonstrate how the consumer is influenced by the brand and by all the social phenomenons that surround him. After an introduction of branding and co-branding the thesis wants to analyze with a analytical model the phenomenon perceived by the consumers. It focuses on how much value the brand generates to the consumer’s mind, affecting him on his decisional behaviour.

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Venkataraman, Arun. "The sonic boom effect of logo presentation style in television commercials on memory for the advertised brand /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2007. http://hdl.handle.net/10355/5072.

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Thesis (M.A.)--University of Missouri-Columbia, 2007.
The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on September 30, 2008) Includes bibliographical references.

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Nascimento, Rita. "Country-of-origin effect applied to talent: Portugal abroad." Master's thesis, NSBE - UNL, 2013. http://hdl.handle.net/10362/11665.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
The core of this study is the concept of country-of-origin (COO) effect and its relevance for talent, especially focusing on the image of Portuguese high-skilled people. Thus, this research examines the perception of recruiters towards the Portuguese high-skilled people that are currently working abroad. The contribution of this Work Project to the COO effect construct development relies on the fact that it complements the research with a new perspective regarding the applicability of the concept in a third dimension, other than products and services – talent. Nonetheless, the findings of this study reflect many obstacles faced by the COO effect research.

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Wilfong, Alaena. "Determination of the effect of branding on consumer palatability traits of ground beef and beef strip loin steaks." Thesis, Kansas State University, 2016. http://hdl.handle.net/2097/32776.

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Master of Science
Department of Animal Sciences and Industry
Travis O’Quinn
The objectives of these studies were to determine how consumer palatability ratings of beef strip loin steaks and ground beef are affected when products are identified with a brand, USDA grade, or product type. Strip loins were selected to represent five quality levels and six ground beef treatments were chosen, representing a variety of fat levels and product types. After aging steaks for 14 d and ground beef for 8 d, 2.5 cm steaks and 151.2 g patties were formed. Consumer panelists evaluated samples for tenderness, juiciness, flavor liking, and overall liking as well as texture liking for ground beef samples. Additionally, consumers rated each palatability trait as either acceptable or unacceptable and rated the sample as either unsatisfactory, everyday quality, better than everyday quality, or premium quality. Samples were fed in two rounds – blind and informed testing. In the first round of blind testing, consumers were served one sample from each treatment with treatments not disclosed. For the second round of informed testing, USDA grade, or product information was disclosed prior to sampling. Samples evaluated by consumers were paired for blind and informed testing. During blind testing, Certified Angus Beef (CAB) steaks rated similar (P > 0.05) to Choice for all palatability traits; however CAB rated greater (P < 0.05) than Choice for all traits for informed testing. Additionally, Angus Select and Select steaks were rated similar (P > 0.05) when tested blind, but Angus Select was rated greater (P < 0.05) than Select for flavor and overall liking when treatment was informed. Prime, CAB, and Angus Select had increased (P < 0.05) ratings for flavor and overall liking due to brand disclosure. However, Choice and Select samples did not receive any increase (P > 0.05) in ratings for palatability traits when brand was informed. Multiple traits were rated greater for Prime, CAB, and Angus Select products indicating these products received a "brand lift" (change in ratings due to brand knowledge) in palatability due to brand identification. However, when brand information was disclosed for Choice and Select steaks, consumers indicated no increase in palatability perception. Few differences were observed in blind testing for ground beef; however, during informed testing, 90/10 CAB ground sirloin rated greater (P < 0.05) than all other products for all palatability traits besides juiciness. Increased (P < 0.05) ratings were found for CAB products for multiple traits while the only non-branded product that received increased (P < 0.05) ratings was 90/10 ground beef during informed testing. There were few differences among ground beef products when tested blind, indicating that during blind testing, brand, fat percentage, and subprimal source have little effect on ground beef palatability. However, when product and brand were identified, multiple treatments received increased ratings for palatability traits indicating branding and product type knowledge influence the palatability of ground beef.

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MARCOZ, ELENA MARIA. "ENHANCING REGION DEVELOPMENT THROUGH TYPICAL FOOD MARKETING AND DESTINATION BRANDING." Doctoral thesis, Università Cattolica del Sacro Cuore, 2014. http://hdl.handle.net/10280/2893.

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Questa tesi empirica si concentra sul ruolo svolto dal food marketing (sezione uno) e dal destination branding (sezione due) nel promuovere lo sviluppo di una regione . La tesi è strutturata come raccolta di 4 articoli. La prima sezione si basa su due ricerche empiriche inerenti il caso della Fontina, un tipico formaggio italiano. L'obiettivo è capire che tipo di valore può essere generato collegando un alimento tipico alla regione di origine / produttore / certificazione. L'analisi approfondisce e supporta studi precedenti sull’ importanza della certificazione DOP e contribuisce individuando un legame tra le preferenze dei consumatori per i prodotti DOP e le differenze territoriali. La seconda sezione si concentra sul tema della collaborazione nelle destinazioni turistiche, approfondendo il ruolo della fiducia nel rapporto tra benefici (economici e relazionali) realizzabili attraverso service bundling e l'orientamento degli albergatori al networking. Sono stati intervistati 164 albergatori valdostani. I risultati evidenziano che la fiducia media il rapporto tra benefici relazionali e orientamento al networking. Un ulteriore risultato interessante è l'effetto mediazione svolto dell’ innovatività degli albergatori nel rapporto tra benefici economici e orientamento al networking. Lo studio fornisce una segmentazione del settore dell'ospitalità in base all'orientamento al networking degli operatori.
This empirical thesis focuses on the role played by typical food marketing (section one) and destination branding (section two) in enhancing the development of a region. The thesis is structured as the collection of 4 papers. The first section is based on two empirical surveys on the case of Fontina, a typical Italian cheese. The aim is to understand which kind of value can be generated by linking a typical food to the region of origin/ producer/ certification. The analysis supports and builds on previous studies on the importance of PDO certification. Importantly, it contributes by eliciting consumers’ preferences for PDO according to territorial differences. The second section focuses on the topic of collaboration in tourism destinations. This research investigates the role of trust in the relationship between benefits (economic and relational) achievable through service bundling and hoteliers’ orientation to networking. 164 hoteliers located in Aosta Valley region in Italy were interviewed. Outcomes highlight that trust mediates the relationship between relational benefits and networking orientation. Another interesting result is the mediation effect of hoteliers’ innovativeness on the relationship between economic benefits and networking orientation. The study provides a segmentation of the hospitality industry according to operators’ networking orientation.

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Книги з теми "EFFECT OF BRANDING"

Joseph, Jim. The experience effect: Engage your customers with a consistent and memorable brand experience. New York: AMACOM, 2010.

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The experience effect: Engage your customers with a consistent and memorable brand experience. New York: AMACOM, 2010.

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The Olympic Games effect: How sports marketing builds strong brands. 2nd ed. Singapore: John Wiley & Sons, 2012.

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The Olympic Games effect: How sports marketing builds strong brands. Singapore: John Wiley & Sons Asia, 2008.

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Designing brand identity: An essential guide for the whole branding team. Hoboken, New Jersey: John Wiley & Sons, Inc., 2012.

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Hakanen, Ernest A. Branding the teleself: Media effects discourse and the changing self. Lanham: Lexington Books, 2007.

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Keller, Kevin Lane. Managing the corporate brand: The effects of corporate marketing activity on consumer evaluations of brand extensions. Cambridge, Mass: Marketing Science Institute, 1997.

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Advertising Effect: How to Change Behaviour. Oxford University Press Australia & New Zealand, 2014.

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Hit Brands. Palgrave Macmillan, 2013.

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Victionary. Illustrative Branding. Victionary, 2014.

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Частини книг з теми "EFFECT OF BRANDING"

Dinnie, Keith. "Nation branding and the country-of-origin effect." In Nation Branding, 83–107. 3rd ed. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003100249-6.

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Friedl, Verena, and Kati Förster. "Research Note: News Magazines’ Social Media Communication and Their Effect on User Engagement." In Handbook of Media Branding, 251–66. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-18236-0_17.

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Rather, Raouf Ahmad, Linda Hollebeek, Dale L. G. Smith, Jana Kukk, and Mojtaba Ghasemi. "Visitors' Destination Brand Engagement's Effect on Co-Creation." In The Routledge Companion to Corporate Branding, 321–37. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003035749-23.

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Rini, Endang, and Beby Sembiring. "The Effect of Customer Engagement and Brand Advocacy on Brand Value Co-creation." In Proceedings of the 19th International Symposium on Management (INSYMA 2022), 912–18. Dordrecht: Atlantis Press International BV, 2022. http://dx.doi.org/10.2991/978-94-6463-008-4_114.

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AbstractIntegrated efforts and strategies are needed to promote tourism; thereby, branding plays an important role in imaging a tourism destination and becomes one of the important indicators in determining the success and image of a tourist area. Furthermore, branding can integrate strategic elements in a single formula to create characteristics and a positive image and increase the competitive advantage to achieve regional goals. Branding can be used as a differentiator or identity for a product, including tourism. The research was conducted for a year with a quantitative approach. The population in this study was tourists who visited Lake Lau Kawar, North Sumatra, to spend their free time. The number of populations in this study was not clearly known and the sample size was 210 respondents online and offline. All data were analyzed using Structural Equation Model (SEM). This study aims to investigate the effect of Customer Engagement, Brand Advocacy on Brand Value Co-Creation in Lake Lau Kawar, North Sumatra.

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Tiago, Flavio, Teresa Borges-Tiago, Sotirios Varelas, and Androniki Kavoura. "The Effect of Asymmetrical Image Projections on Online Destination Branding." In Strategic Innovative Marketing and Tourism, 289–96. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-12453-3_33.

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Chang, Wei-Lun, and Yen-Ting Chang. "The Effect of Nonmusical Sound for Corporate Branding and Consumer Behavior." In Cultural Perspectives in a Global Marketplace, 59. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-18696-2_20.

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Zhao, Wei-hong, and Fan Zhang. "Institutional Norms for Place Branding and Its Effect on Corporate Involvement Behavior." In Proceedings of the 22nd International Conference on Industrial Engineering and Engineering Management 2015, 599–609. Paris: Atlantis Press, 2016. http://dx.doi.org/10.2991/978-94-6239-177-2_62.

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Kefallonitis, Efstathios, and Konstantinos Kalligiannis. "The Effect of Airport Branding to Air Traffic and Passenger Movement: An Overview." In Strategic Innovative Marketing and Tourism, 523–31. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-12453-3_60.

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Liu, Chuao, Ziqing Que, and Jing Zong. "Leadership in Transformational Change: Proactively Creating a Branding Effect to Overcome External Resistance." In Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022), 2440–47. Paris: Atlantis Press SARL, 2022. http://dx.doi.org/10.2991/978-2-494069-31-2_286.

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Dodic, Jelena, and Seigyoung Auh. "The Effect of Top Management Teams on Branding Capability: The Moderating Role of Formalization." In Marketing, Technology and Customer Commitment in the New Economy, 258. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11779-9_97.

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Тези доповідей конференцій з теми "EFFECT OF BRANDING"

Mohseninia, Iman, and Heydar Lotfi. "The Effect of National Brand in Attracting Tourists in Tourism Industry." In International Conference on Branding & Advertising. TIIKM, 2016. http://dx.doi.org/10.17501/icba2015-1102.

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Rofi, Sofyan, and Dahani Kusumawati. "The Effect of School Branding on the Reputation of Islamic Schools." In International Conference on Community Development (ICCD 2020). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/assehr.k.201017.142.

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Sudarmiatin. "The Effect of Destination Image on Destination Branding and Revisit Intention." In Proceedings of the 2019 International Conference on Organizational Innovation (ICOI 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/icoi-19.2019.87.

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Li Hang and Sun Jingya. "Notice of Retraction: The impact of country-of-origin effect on transnational co-branding effect." In 2010 IEEE International Conference on Advanced Management Science (ICAMS). IEEE, 2010. http://dx.doi.org/10.1109/icams.2010.5552873.

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Saffira, Mega. "Effect of Narrative with Cross-cultural Innovation as Cultural Heritage Branding Strategy." In ICON ARCCADE 2021: The 2nd International Conference on Art, Craft, Culture and Design (ICON-ARCCADE 2021). Paris, France: Atlantis Press, 2022. http://dx.doi.org/10.2991/assehr.k.211228.027.

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Basit, Abdul, Adie Dwiyanto Nurlukman, and Achmad Kosasih. "The Effect of Social Media Destination Branding: The Use of Facebook and Instagram." In Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2019). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/assehr.k.200515.005.

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Özmen, Alparslan. "An Emotional Approach to City Branding: Experiential Marketing." In International Conference on Eurasian Economies. Eurasian Economists Association, 2016. http://dx.doi.org/10.36880/c07.01753.

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Nowadays, transportation, communication, technology and scientific developments are rapidly changing all areas. Consumers have been changed by the intensification of rivalry. Businesses have to produce proper products and services by giving more attention to changing consumer demands and needs against this rivalry. So, the experience economy is seen to take the place of the service economy. In this context, marketing strategies rather than selling products and services varies as to ensure consumer experience. Thus, the experience economy is starting with proposing products and services as a theater or visual art. Service here; to put on the stage is to create unforgettable moments and memories for customers. Today consumers are looking for features that address to their emotions and feelings. In this sense, experience takes the place of the functional value by providing mental, emotional, cognitive, behavioral and relational values. Consumption experience, is composing the focal point of the experiential approach, creating fantasies, emotions and entertainment. From this point they entered rivalry and began branding in cities. Therefore, all the dynamics of the city is necessary to make a difference by staging features that the experiential marketing has revealed. With which properties cities must be at the forefront, they should be identified and tried to be marketed. Experiential marketing will create an unforgettable experience by making the biggest help for city branding. By taking experiential marketing, the study will attempt to evaluate its effect to city branding with making conceptual analysis in the theoretical structure framework.

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Malancea, Iurie. "The role of branding and integrated communications in strengthening corporate image." In Conferinta stiintifica internationala "Strategii si politici de management in economia contemporana", editia VII. Academy of Economic Studies of Moldova, 2023. http://dx.doi.org/10.53486/icspm2022.28.

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The efforts involved in building a company's image are not just the responsibility of the marketing department or its efforts, but rather cover the entire business. The sensory reflections that define the term company image are characterized by quality, price, product availability, trust, level of service, company history, company reputation, and possibly advertising, which even if it does not have an influence on production quality or price, can shape a presentation of the product and the company to the final consumer. Any company that has interacted with certain stakeholders (e.g., consumers), has communicated its image and the consumer has made their conclusions. Thus, the effort and investment involved in image formation and enhancement is more than justified by the negative effect the image can have when the company does not give attention and importance to this aspect. A strategic approach to branding and the use of integrated marketing communications to strengthen the company's image leads to a positive result that materializes in higher profitability in relation to the competition and which essentially denotes its competitiveness in the market.

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"Towards A University Branding: The Effect of Self-Efficacy on Student Development in Asian Higher Institutions." In International Conference on Business, Management and Corporate Social Responsibility. International Centre of Economics, Humanities and Management, 2014. http://dx.doi.org/10.15242/icehm.ed0214027.

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Ciğerci, Esra, and Alparslan Özmen. "A Conceptual Study on the Effect of Learning Tourism Regions on City Marketing." In International Conference on Eurasian Economies. Eurasian Economists Association, 2014. http://dx.doi.org/10.36880/c05.01089.

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The development of technology and transportation facilities allow people for weekend getaways. Nowadays, instead of waiting for longer holidays, people can experience different cultures and history, attend sport events, visit friends or do shopping in a different city during a short time length. This is a rapidly increasing trend in both Europe and the rest of the world which mobilized local officials; thus, city marketing, urban tourism and finally the most recent concept of learning regions all have gained importance. The purpose of this study is to examine the relationship among learning regions, urban tourism and regional economic development in the light of relevant literature. Today, countries, regions and cities are trying to unveil and share their unique local wealth in order to show up at the international arena. In this respect, through branding and marketing of a region (city, town) by restructuring it, regional development will have great benefits. This study will also provide guidelines for local authorities in particular.

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