Designing corporate brand experience in an online context: A qualitative insight

Hamzah, Zalfa Laili; Alwi, Sharifah Faridah Syed; Othman, Nor

doi:10.1016/j.jbusres.2014.06.018

Cited by 82 publications

(66 citation statements)

References 101 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Hence, the current literature might suggest using current reputation scales to measure e-reputation. However, other studies have developed new scales when considering the online environment, such as the online retail/service brand equity (Christodoulides, et al, 2006) or corporate brand experience (Hamzah et al, 2014). Thus, online and offline reputations might differ in some respects (Castellano and Dutot, 2013).…”

Section: Scale Developmentmentioning

confidence: 99%

Designing a Measurement Scale for E-Reputation

Dutot

Castellano

2015

Corp Reputation Rev

View full text Add to dashboard Cite

The concept of e-reputation has attracted substantial attention among practitioners but little attention among researchers. A review of the literature indicates that e-reputation mostly encompasses reputation and digital insights, but no clear definition of the term is provided. The present study designs the first scale for measuring for e-reputation. Potential items were drawn from the literature and insights from 55 digital business students. A focus group (10 professionals) and online survey (185 respondents) were used to provide the final data. The results suggest that e-reputation should be measured using 15 items in 4 dimensions (brand characteristic, website quality, service quality and social media). Corporate Reputation Review (2015) 18, 294-313.

show abstract

Section: Scale Developmentmentioning

confidence: 99%

Designing a Measurement Scale for E-Reputation

Dutot

Castellano

2015

Corp Reputation Rev

View full text Add to dashboard Cite

show abstract

“…Based on views in literature, it can be accepted that a corporate brand is mainly concerned with the holistic presentation of the organisation, its products and/or services. Therefore, the organisation becomes the central, consistent and coherent brand message; thus, indicating a shift from marketing or product branding to corporate branding (Hamzah et al 2014(Hamzah et al : 2299Balmer et al 2013: 44;Roper & Fill 2012). This can be loosely compared to the corporate brand orientation in which the brand per se is the focal point of the organisation (Balmer 2013).…”

Section: Corporate Brand Communicationmentioning

confidence: 99%

Corporate Brand Communication: Beyond-Modern Realities in a Social Media Landscape

Hanekom

Swart

2019

COMM

View full text Add to dashboard Cite

This article contributes theoretically to corporate brand communication literature by identifying the realities of corporate brand communication practices in a beyond-modern and social media landscape. It is widely acknowledged that the advent of the internet has created distinct opportunities to connect and communicate with stakeholders. Yet endeavours to explore the opportunities to employ corporate brand communication in a social media landscape to achieve differentiation and awareness of the corporate brand are limited. The proposed combination of two brand orientations as perceived by Balmer (2013), namely corporate brand and total corporate communication, and the resultant broadening of these views to a corporate brand communication orientation in a social media context could address this gap. Finally, a comparison is drawn between the total corporate communication outlook and the contemporary corporate brand communication orientation to illustrate the various points of contact available to the organisation in a social media landscape.

show abstract

“…However, although brand experience has been investigated in several 649055C QXXXX10.1177/1938965516649055Cornell Hospitality QuarterlyKhan andRahman research-article2016 1 Indian Institute of Technology, Roorkee, India contexts, for instance, website-based brand experience (Ha & Perks, 2005), brand experience in telecommunication (Nysveen, Pedersen, & Skard, 2013), online brand experience (S. A. Lee & Jeong, 2014;Morgan-Thomas & Veloutsou, 2013), corporate brand experience (Hamzah, Alwi, & Othman, 2014), destination brand experience (Barnes, Mattsson, & Sørensen, 2014), retail brand experience (Khan & Rahman, 2015), and brand experience in airline (Y. H. Lin, 2015), it remains relatively unexplored in the context of the hotel industry (hotel brand experience [HBE]). Prior studies also lay emphasis on the need for investigating and establishing relationships among the factors that constitute HBE (Alcántara-Alcover, Artacho-Ramírez, Martínez-Guillamón, & Campos-Soriano, 2013;Walls, 2013;Walls, Okumus, Wang, & Kwun, 2011).…”

Section: Introductionmentioning

confidence: 99%

Brand Experience Anatomy in Hotels: An Interpretive Structural Modeling Approach

Khan

Rahman

2016

Cornell Hospitality Quarterly

View full text Add to dashboard Cite

Identification of the factors of hotel brand experience (HBE) and the interrelationships shared by them are of interest to both practitioners and academics, as such an understanding would enable hoteliers to deliver superior HBE. However, very few studies have concentrated on brand experience in hotels. This study identifies the factors of HBE and determines the interrelationships among them through the development of a reliable and robust hierarchy-based model using interpretive structural modeling (ISM) approach. Results show that particular factors (hotel location, attractive and informative hotel website, and active exposure on social media) have a high degree of influence on the development of HBE and exhibit low dependence. The present work has significant implications for hoteliers who could use the findings of the study to provide superior HBE.

show abstract

Designing corporate brand experience in an online context: A qualitative insight

Cited by 82 publications

References 101 publications

Designing a Measurement Scale for E-Reputation

Designing a Measurement Scale for E-Reputation

Corporate Brand Communication: Beyond-Modern Realities in a Social Media Landscape

Brand Experience Anatomy in Hotels: An Interpretive Structural Modeling Approach

Contact Info

Product

Resources

About