Brand orientation in action – A transformational learning intervention

Gromark, Johan

doi:10.1016/j.jbusres.2019.10.058

Cited by 15 publications

(8 citation statements)

References 28 publications

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“…Research has begun to investigate the application of brand management techniques to performing arts organizations; including brand orientation (Baumgarth, 2009; Gromark, 2019), positioning (Easson & Leask, 2020; Pulh et al., 2008), and brand management for cultural institutions (Massi et al., 2019). However, to date there has been limited research examining the impacts of brand resonance for performing arts attendees.…”

Section: Literature Reviewmentioning

confidence: 99%

Opera participants’ perceptions of brand resonance

Hall

Menzies

Zutshi

et al. 2021

Int J Consumer Studies

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The Australian performing arts industry, in the decade prior to COVID-19, was operating on a knife's edge with dwindling attendance and reductions in revenue (Fanelli et al., 2019). Reverberations from the pandemic created a crucial tipping point for the ongoing viability of performing arts organizations, including the subject company, Big Opera (Westwood, 2020). Adding to the traditional challenges of appealing to generationally shifting audiences, COVID-19, with its aerosol infectivity, required vocal arts organizations to rethink their production methods and venues as a matter of business survival (Terracini, 2020). This study postulates that organizations such as Big Opera, while aiming to operationally reconfigure after the pandemic, also need marketing innovations to restore and enhance their brand relationships with customers to improve patronage. As such, the objective of this study is to examine traditionally successful brand resonance concepts of loyalty, attachment, community and engagement (Keller, 2001(Keller, , 2020 specifically for rebuilding and sustaining attendance at the opera in the post-crisis period. The paper responds to the calls by Kemp (2015, p. 186) to undertake research to, "examine arts engagement from a … situational perspective".Operatic events are the pinnacle of the performing arts industry, both artistically and financially. Fanelli et al. (2019, p. 78) stated that, "opera is one of the most fascinating forms of performing arts which gives expression to human passions and emotions at the crossroads between music and theatre". Further extending these sentiments, Edelman et al. (2016, p. 25) mentioned that "opera is one of the most aesthetically complex of art forms, often portrayed in the popular media as cultivating an "élite" audience with high cultural capital and

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Section: Literature Reviewmentioning

confidence: 99%

Opera participants’ perceptions of brand resonance

Hall

Menzies

Zutshi

et al. 2021

Int J Consumer Studies

View full text Add to dashboard Cite

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“…BO relates to the guiding principle influencing organizational decision-making actions (Hirvonen et al, 2016;Osakwe et al, 2020). It is an organizational mindset for creating prevailing branding strategies (Anees-ur-Rehman et al, 2018) and presents supportive ecosystem for the capabilities development (Reijonen et al, 2015;Gromark, 2020). On the other hand, branding capabilities (i.e.…”

Section: Export Performancementioning

confidence: 99%

“…2.5.2 Relationship between BO and export performance. BO is sometimes referred to as an "identity-driven approach" that stresses how brand-oriented SMEs generate, maintain, and protect brand identity through continuing interactions with clients for attaining a sustainable competitive advantage (Gromark, 2020). It guides SMEs to acquire superior performance via creating branding values to their clients (Reijonen et al, 2015).…”

Section: Export Performancementioning

confidence: 99%

“…It can help SMEs to recognize and adapt to brand cues cheaper, quicker, and superior than rivals (Reijonen et al, 2015;Odoom and Mensah, 2018). Brand-oriented SMEs have substantial performance advantages over competitors through the adoption of branding strategies (Gromark, 2020). For instance, Osakwe et al (2020) observed how brandoriented SMEs lead to SME's growth in the worldwide nations.…”

Section: 53mentioning

confidence: 99%

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Different countries, different institutions: how do brand-oriented SMEs leverage branding capabilities to boost export performance?

Ranjan

2024

IMR

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PurposeThis study aims to develop a moderated mediation model that enables the examination of the direct relationship between brand orientation (BO) and export performance, the mediating effects of external and internal branding capabilities on the BO-export performance link, and the moderating influence of institutional environment, i.e. regulatory turbulence and policy support.Design/methodology/approachA time-lag primary data was collected from two-wave survey of 684 cross-industry exporting small and medium-sized enterprises (SMEs) using an online-email based survey technique, and the research model was validated using ordinary least squares regression analysis in SPSSV.27 and Hayes’ PROCESS macroV.2.13.FindingsRegression findings indicate that the relationship between BO and export performance is not direct, but rather mediated by means of both external and internal branding capabilities. It further helps to uncover the dual role of institutional environment, with regulatory turbulence weakening and policy support strengthening the indirect influences of BO on export performance via external and internal branding capabilities.Research limitations/implicationsThis study advances branding literature by conceptualizing and empirically testing the role of BO associated with internal and external branding capabilities and, subsequently, with export performance.Practical implicationsThe research findings indicate that brand-oriented SMEs must actively engage in the development of branding capabilities to improve their export performance.Originality/valueWhile brand creation is essential for the success and growth of SMEs competing in the worldwide marketplaces, there is a dearth of research explaining the underlying mechanisms and boundary conditions through which BO influences export performance.

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“…This inductive, discovery-oriented approach is used widely to generate contextualized insights into lesser known phenomena (Locke, 2011) and is especially effective for fleshing out abstract concepts (Batra et al , 2021). Recent research has adopted a similar approach to illuminate the intricate issues of transformational learning (Gromark, 2020) and platform management (Broekhuizen et al , 2021).…”

Section: The Strategic Role Of Platform Designmentioning

confidence: 99%

Review platforms as prosumer communities: theory, practices and implications

Chan

Zeng

Yang

2022

EJM

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Purpose This article aims to advance a new theoretical perspective on the basis of prosumption theory, namely, that online review platforms can be conceptualized as prosumer communities (and online reviews as prosumer-generated content). This perspective meshes with message tuning research to suggest specific mechanisms through which peer-to-peer prosumption takes place in online review communities. Overall, this article enriches and deepens theoretical understanding of prosumption behavior in the product review context and offers practical advice for inducing high-value, prosumer-generated content in online communities. Design/methodology/approach Exploratory observations of current practices across a wide spectrum of review platforms were conducted. The observed platforms include independent review sites (e.g. Yelp) and review sites affiliated with e-tailers (e.g. Amazon), general review sites (e.g. Viewpoints) and product-specific review sites (e.g. Healthgrades), large-scale review sites (e.g. TripAdvisor) and review sites of a smaller scale (e.g. Judy’s Book) and review sites based in different geographic regions, including Australia (e.g. Productreview.com.au), China (e.g. Taobao), Europe (e.g. Reevoo), India (e.g. Zomato) and North America (e.g. Foursquare). Findings Theoretical analysis suggests that high-quality review content is the result of collaborative prosumption characterized by three distinct value-adding processes: history-based message tuning, audience-based message tuning and norm-based message tuning. In-depth observations reveal that today’s review platforms are leveraging these value-adding processes to varying degrees. The overwhelming diversity of the observed platform features points to the need for more research on platform design and management. Research limitations/implications This research identifies three distinct dimensions of review quality – novelty, relevancy and congruency – that can be systematically managed through platform design. The exploratory nature of this research necessitates follow-up work to further investigate how high-quality review content emerges in the historical, interpersonal and cultural contexts of online prosumer communities. Practical implications The prosumption-inducing mechanisms identified in this research have major consumer welfare and strategy implications. First, they may lead to novel, relevant and congruent consumer reviews. Second, they may enhance the value of brand communities (which rely heavily on collaborative prosumption). Originality/value This research addresses two intriguing questions pertinent to marketing theory and practice in the digital era. First, how do high-quality reviews emerge on product review platforms (which consist of ordinary consumers)? Second, what constitutes high-quality review content and how can platform managers facilitate the collaborative creation of high-quality review content by ordinary consumers?

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Brand orientation in action – A transformational learning intervention

Cited by 15 publications

References 28 publications

Opera participants’ perceptions of brand resonance

Opera participants’ perceptions of brand resonance

Different countries, different institutions: how do brand-oriented SMEs leverage branding capabilities to boost export performance?

Review platforms as prosumer communities: theory, practices and implications

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