Building Business Brands Directly

Pearson, Stewart

doi:10.1007/978-1-349-13771-8_15

Cited by 7 publications

(1 citation statement)

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“…This parallelism, extreme or provocative as it may sound, finds increasing application among both academics and practitioners. In this context, it is not difficult for an individual to realise that some parallels exist between “product‐branding” and “person/self‐branding”, since, a brand is a combination of features, qualities associated with the product and customer benefits which are related with values, or as Pearson (1996, p. 6) says “…a brand is created by value adding” and exists as long as it is differentiated from competitive products. Along these lines, the person can be seen as representing an exceptionally/unique identity and set of values that could and should be enhanced through experiencing relationships as a customer targeted brand.…”

Section: Literature Reviewmentioning

confidence: 99%

Personal development planning under the scope of self‐brand orientation

Rigopoulou

Kehagias

2008

International Journal of Educational Management

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PurposeThe purpose of this paper is to contribute to the empirical body of knowledge regarding the role of universities today. In addition, it aims to investigate the topic of personal development planning (PDP) programs, under a different perspective borrowed from marketing theory, namely, the “self‐brand orientation” approach.Design/methodology/approachThe study focused on investigating the core research topics and parameters perceived to be important to students. The theoretical perspectives of PDPs and brand orientation served as conceptual bases, and both have been operationalised through the empirical study conducted.FindingsThe study findings reveal a “gap” between today's student needs and what the universities offer. “self‐brand oriented” management, seems to support the development of PDPs in a promising way, since the majority of the students claim that they are willing to participate in such a program.Research limitations/implicationsBecause of sample limitations, the findings of the study are not generally applicable. Besides, the topics of PDPs remain unknown to the particular students, since they never had the opportunity to participate in such a program in the past.Practical implicationsThis paper can be seen as a guiding work to new means of delivery of PDPs. It contributes to the dialogue under progress regarding the role of the Universities today and the ways by which PDPs will increase their future possibilities.Originality/valueThe contribution of the paper is twofold: it meets students' needs as well as society's requests and allows marketing to make an ethical contribution to higher education.

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Section: Literature Reviewmentioning

confidence: 99%

Personal development planning under the scope of self‐brand orientation

Rigopoulou

Kehagias

2008

International Journal of Educational Management

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LTV model in consultant sector. Case study: mental health clinic

Tarokh

Sekhavat

2006

Behaviour & Information Technology

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Since the early 1980s, customer relationship management (CRM) has been important in the new competitive business environment. Today, due to development of competitive factors in the business, the enterprise's need to create and retain effective relations with customers has been highlighted more and more. With the aim of customer scoring applications, the most profitable customers can be identified. In this paper, we categorized customers by three types of values for the clinic by using logistic regression as a data-mining technique, and calculated the customer defection and future purchase probability in a mental health clinic of the university of Tehran. Model verification and validation (using lift chart) was done and customer segmentation and analysis presented with proper marketing strategies.

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Customer satisfaction and loyalty in a digital environment: an empirical test

Donio

Massi

Passiante

2006

Journal of Consumer Marketing

132

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Purpose -The purpose of this paper is to explore the links between customer loyalty attitude, customer loyalty behaviours (measured by customer purchase behaviours) and profitability. The aim is to define a conceptual framework within which to analyse the relationships between attitudes, behaviour, and profitability of the customers. Design/methodology/approach -Reference was made to earlier studies which argued that loyal customers constitute competitive asset of business organizations. Several authors noted that customers generally vary in terms of loyalty behaviours and attitudes and highlighted that differences about customers' loyalty levels affect a firm's profitability results. Customer loyalty, its antecedents and outcomes, and the links between customer satisfaction, customer loyalty and profitability have been analyzed at a customer level. Findings -The results showed support for all but one of the five hypotheses, the exception being H2. Originality/value -The results of the study provide evidence that a Loyalty Index can give managers an adequate support for market segmentation. This means that actual market segment strategies, based on geographical, demographical and/or psychographic variables, should take into account also loyalty measurement models.

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Building Business Brands Directly

Cited by 7 publications

References 0 publications

Personal development planning under the scope of self‐brand orientation

Personal development planning under the scope of self‐brand orientation

LTV model in consultant sector. Case study: mental health clinic

Customer satisfaction and loyalty in a digital environment: an empirical test

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