Corporate brand identity measurement - an application to the services sector

Barros, Teresa; Martins, Fábio C.; Barandas, Hortênsia

doi:10.1504/ijil.2016.077849

Cited by 4 publications

(6 citation statements)

References 45 publications

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“…No hay constancia de las formas de validación del mismo. Sin embargo, se establece que ha servido de base para el desarrollo de otras investigaciones en diferentes áreas (Barros et al, 2016;Ponnam, 2007;Roy y Banerjee, 2014;Viot, 2011) con varias metodologías mezcladas con éxito. Para algunos investigadores, ha sido posible demostrar que esta propuesta es válida y permite crear un sistema de marca sólido (Barros et al, 2016).…”

Section: Brand Identity Prism (1992)unclassified

“…Sin embargo, se establece que ha servido de base para el desarrollo de otras investigaciones en diferentes áreas (Barros et al, 2016;Ponnam, 2007;Roy y Banerjee, 2014;Viot, 2011) con varias metodologías mezcladas con éxito. Para algunos investigadores, ha sido posible demostrar que esta propuesta es válida y permite crear un sistema de marca sólido (Barros et al, 2016). Otros indagan sobre diversos temas -desde identidad, imagen y extensiones de marca-a partir de este modelo, y defienden la pertinencia del modelo de Kapferer (Viot, 2011).…”

Section: Brand Identity Prism (1992)unclassified

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Modelos de creación y gestión de marca. Revisión sistemática de literatura y descripción de sus fundamentos metodológicos

Montalvo-Arroyave

Viana-Ruiz

Lopera

2022

IRJ

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Desde las últimas décadas, el tema de la marca gana interés, tanto en el ámbito académico como en el empresarial. Este interés impulsa una corriente de estudios que buscan resolver interrogantes como qué son las marcas, cómo se crean, se gestionan y se evalúan. Tales preguntas sirven como motor para originar un campo de conocimiento que arroja conceptualizaciones, teorías y modelos que circulan desde 1980. El objetivo del presente artículo es identificar y describir los modelos de creación y gestión de marcas que en la revisión sistemática de literatura figuran como los más genuinos, es decir, aquellos cuya propuesta es plenamente diferenciable de los demás. Parte de una pesquisa en las bases de datos Web of Science, SCOPUS y EBSCO, en las cuales se hallaron 366 artículos que proponían, analizaban o aplicaban modelos de gestión de marca. Luego de una depuración, se llegó a un corpus de 17 modelos, entre los que hay propuestas de corte teórico y empírico. El artículo describe tales modelos, incluye sus diagramas y los comenta a la luz de sus fundamentos conceptuales y metodológicos. Los resultados muestran un campo de conocimiento en consolidación, con notables diferencias conceptuales, diversidad de criterios y orientaciones en los modelos revisados. Se concluye que en los modelos de corte empírico prevalece un enfoque de corto plazo, una amplia reserva sobre las metodologías empleadas para su diseño y unos resultados incomparables entre sí, mientras que los modelos de corte académico, si bien se esfuerzan en la validación de sus constructos, aún están lejos de cumplir todos los criterios de cientificidad que se esperarían en productos de este tipo.

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Section: Brand Identity Prism (1992)unclassified

Modelos de creación y gestión de marca. Revisión sistemática de literatura y descripción de sus fundamentos metodológicos

Montalvo-Arroyave

Viana-Ruiz

Lopera

2022

IRJ

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“…Our thematic analysis shows that HEIs have been using different strategies and platforms to engage and involve students in the co-creation process. Several studies, such as Duque (2014), Mostafa (2015), Dollinger et al (2018), and Barros et al (2016), used the student involvement approach to allow students to co-create. This happens when students play a more active role by spending more time on campus, devoting energy to studies, actively participating in student organizations, and interacting with faculty members and other students.…”

Section: Thematic Analysismentioning

confidence: 99%

Student roles and behaviors in higher education co-creation – a systematic literature review

Zarandi

Soares

Alves

2022

IJEM

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PurposeIn today’s global and highly competitive climate among universities, educational developers and instructors have focused more on trying to make the student experience more engaging. In this manner, student co-creation activities have recently become a major research priority in marketing and higher education (HE) research. The purpose of this study is to present a systematic review of the literature on student co-creation roles and behaviors in HE in order to map extant research on this topic and offer a consolidated view of the co-creation process and approaches that can be employed by HEIs to motivate students to co-create their HE experience.Design/methodology/approachA Preferred Reporting Items for Systematic Review and Meta-Analyses (PRISMA) approach was followed to classify, select, synthesize, analyze and assess the most relevant studies on student participation in co-creation in HE.FindingsThis study’s analysis has identified that the co-creation process in HE includes dialog, access, risk and transparency. The main approaches used by higher education institutions (HEIs) to motivate students to co-create their HE experience are student involvement, cognitive engagement, university affiliation and emotional engagement. Our review also shows that student co-creation behaviors are mainly participation and citizenship behavior, and their co-creation roles include those of co-producers, participants, change agents and partners.Originality/valueThis systematic literature review analyses and critically discusses the state of the art in student co-creation roles in HE and the approaches HEIs use. By providing a map of existing research, the paper contributes both to the clarification of student co-creation roles and behaviors in HE and the identification of research gaps and opportunities for further research.

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“…To test the structural model, we used corporate brand identity (external part), which was developed in a previous study. The items used to characterize the physical dimension, the relation and the reflected consumer dimension were the result of previous research pursued by Barros et al (2016). The authors used the external part of the brand identity prism to argue that the relationships among brands (brand relationships) influence the external part of corporate brand identity and reputation.…”

Section: Proposed Model and Testingmentioning

confidence: 99%

“…The guidelines followed by the literature regarding SEM suggested a drop of T4. In line with this, the trust dimension was characterized by seven items; (c) A list of thirteen items was derived from previous research by Barros et al (2016), regarding corporate brand identity (external part) and its measures: physical (four items); relation (five items); reflected consumer (four items); (d) A list of four items was adapted from the brand reputation scale developed by Vidaver-Cohen (2007).…”

Section: Research Hypothesesmentioning

confidence: 99%

The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model

Barros

Rodrigues

Duarte

et al. 2020

JRFM

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The current literature focuses on the cocreation of brands in dynamic contexts, but the impact of the relationships among brands on branding is poorly documented. To address this gap a concept is proposed concerning the relationships between brands and a model is developed, showing the influence of the latter on the identity and reputation of brands. Therefore, the goal of this study is to develop a brand relationships concept and to build a framework relating it with corporate brand identity and reputation, in a higher consumer involvement context like higher education. Structural equation modelling (SEM) was used for this purpose. In line with this, interviews, cooperatively developed by higher education lecturers and brand managers, were carried out with focus groups of higher education students, and questionnaires conducted, with 216 complete surveys obtained. Data are analyzed using confirmatory factor analysis and structural equation modelling. Results demonstrate that the concept of brand relationships comprises three dimensions: trust, commitment, and motivation. The structural model reveals robustness regarding the selected fit indicators, demonstrating that the relationships between brands influence brand identity and reputation. This suggests that managers must choose and promote brand relationships that gel with the identity and reputation of the primary brand they manage, to develop an integrated balanced product range.

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Corporate brand identity measurement - an application to the services sector

Cited by 4 publications

References 45 publications

Modelos de creación y gestión de marca. Revisión sistemática de literatura y descripción de sus fundamentos metodológicos

Modelos de creación y gestión de marca. Revisión sistemática de literatura y descripción de sus fundamentos metodológicos

Student roles and behaviors in higher education co-creation – a systematic literature review

The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model

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