Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights

Balmer, John M.T.; Mahmoud, Rudiana; Chen, Weifeng

doi:10.1016/j.jbusres.2019.03.015

Cited by 20 publications

(13 citation statements)

References 130 publications

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“…For example, Elbedweihy et al (2016) and So et al (2017) show that when consumers find the brand attractive, they are more likely to define their identity with it. Other studies also suggest that customer perceptions of attractiveness can increase customer identification (Ahearne et al, 2005;Balmer et al, 2020;Marin and De Maya, 2013). Therefore, we further suppose in the tourism field that: H2: Destination attractiveness positively influences cognitive (H2a), affective (H2b), and evaluative (H2c) tourist-destination identification.…”

Section: Memorable Destination Experience and Tourist-destination Identificationmentioning

confidence: 74%

Memorable experience, tourist-destination identification and destination love

Shafiee

Foroudi

Tabaeeian

2021

IJTC

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Purpose This paper aims to investigate the impact of memorable destination experience and destination attractiveness on tourist-destination identification and destination love. It also investigates the moderating role of gender. Design/methodology/approach Using the cluster sampling method, the study selected cities of a developing country with the most popular destinations. A questionnaire survey was used to collect data from a sample of foreign and domestic tourists. To test the research model, a covariance-based structural equation modelling approach was adopted. Findings According to the results, destination attractiveness and memorable experience had a positive effect on tourist-destination identification. Similarly, tourist-destination identification positively influenced destination love. In addition, destination love impacts the intention to revisit and word-of-mouth. Finally, the results indicate that gender moderates some of these relationships. Originality/value Understanding what items can create strong bonds between destination and tourist is of great importance. By providing a validated conceptual model that traces the relationship between memorable experience, destination attractiveness and tourist-destination identification through cognitive, affective and evaluative dimensions, this study attempts to answer prior calls for examination from the viewpoint of tourism scholars.

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Section: Memorable Destination Experience and Tourist-destination Identificationmentioning

confidence: 74%

Memorable experience, tourist-destination identification and destination love

Shafiee

Foroudi

Tabaeeian

2021

IJTC

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“…A study by Melewar and Karaosmanoglu (2006) found seven corporate brand factors and Hafeez et al (2016) highlighted eight items that were recognized and analyzed. Several scholars have explored the cultural and ethical principles (Ind, 1992), while others have explained the role played by culture and philosophy (Balmer, 1995) and still others have focused on the role of business strategy (Balmer et al , 2020; Kristal et al , 2020). Thus, it is evident that corporate branding is a context-related item, and hence, this study enriches this wide stream of research.…”

Section: Discussion and Theoretical Implicationsmentioning

confidence: 99%

“…The current paper has combined the corporate brand dimensions in a different way to past research. A study by Melewar and Karaosmanoglu (2006) Ind, 1992), whilst others have explained the role played by culture and philosophy (Balmer, 1998), and still others have focused on the role of business strategy (Balmer et al, 2020;Kristal et al, 2020;van Riel, 1997). Thus, it is evident that corporate branding is a context-related item, and hence, this study enriches this wide stream of research.…”

Section: "Insert Figure-ii-here"mentioning

confidence: 99%

Fly me to the moon: from corporate branding orientation to retailer preference and business performance

Foroudi

Palazzo

et al. 2021

IJCHM

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Purpose The airline aviation industry is both capital-intensive and competitive. Hence, the evolution of the sector needs original marketing strategies. To study the relationships between corporate branding and corporate image, taking into account two views, namely, corporate strategy and corporate expression in airline identity, this paper aims to analyze the main indicators of the corporate branding that affect the outcomes of the corporate image. Design/methodology/approach To inspect the theories, the foundational configural model was assessed through the perceptions of 395 employees in Indian aviation companies. By using complexity theory, this study matched the concept of equifinality and it examined the data via a fuzzy set qualitative comparative analysis. Findings Findings show that corporate strategy positively influences the corporate image and corporate expression. Corporate expression offers the verbal and visual facets of a brand. Surprisingly, the paper shows that there is no link between corporate expression and corporate image. It also suggests that corporate expression, including corporate community, corporate promise and corporate personality, are all components of a corporate brand and do not influence the corporate image. Finally, the study highlights that corporate image positively affects superior business performance, which influences superior retailer preference. Research limitations/implications The study identifies the corporate identity’s indicators (corporate strategy and corporate expression) that affect the corporate image, which results in stronger, superior business performance and retailer preference. It suggests that managers in the airline industry should follow the recommendations of this research by adopting more objective and fairer procedures to attain superior business performance and retailer preference. In addition, the continued growth and the financial impact of the airline sector require the use of pioneering branding strategies. Future study is needed in various nations to advance the generalizability of the research findings. Originality/value To the best of the authors’ knowledge, the paper is the first to study corporate brand, its sub-dimensions (corporate strategy and corporate expression) and their individual links to brand image, which involves experience, relationships and visual identity.

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“…This research investigates corporate image variables through two indicators, functional and psychological ( Balmer, 2012 ; Balmer et al., 2019 ; Boulding, 1956 ; Kennedy, 1977 ). while functional indicators measure corporate image through attractiveness, service, familiarity, comfort and advocacy the Psychological indicators measure corporate image through favorability, trust, reputation and awareness (see Figure 1 ).…”

Section: Methodsmentioning

confidence: 99%

“…Company image is a collection of perceptions, beliefs and impressions made by an organization so that stakeholders and the public have an opinion of identity ( Balmer et al., 2019 ; Iglesias et al., 2019b ). Boulding (1956) as an expert who proclaimed the meaning of corporate image identified corporate image into two views, namely functional and psychological opinions.…”

Section: Critical Reviewmentioning

confidence: 99%

Towards an understanding of corporate image in the hospitality industry East Java, Indonesia

Triatmanto

Respati

Wahyuni

2021

Heliyon

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The purpose of this study is to determine how the perceptions and understandings of hotel managers in East Java to improve the corporate image as a hotel marketing strategy. Research respondents are managers who work in the hospitality industry. A total of ninety-six stars hotel in East Java were assessed. Each star hotel has nine managers so that the study population is 621 managers. The research sample of 232 managers. The sampling technique is simple random sampling. Statistical techniques used Confirmatory Factor Analysis (CFA) and descriptive analysis of mean and mode. This research is related to the success of the hospitality marketing strategy; therefore, it is urgent to conduct an in-depth investigation of the corporate image of the hotel. The results showed that managers who work in the hotel industry better understand the corporate image of the hotel at an psychological level to maintain trust in customers. Trust becomes part of the psychological managers in implementing corporate image practices in the hospitality industry.

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Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights

Cited by 20 publications

References 130 publications

Memorable experience, tourist-destination identification and destination love

Memorable experience, tourist-destination identification and destination love

Fly me to the moon: from corporate branding orientation to retailer preference and business performance

Towards an understanding of corporate image in the hospitality industry East Java, Indonesia

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