Informing a new business‐to‐business relationship:

Simões, Cláudia; Mason, Katy

doi:10.1108/03090561211212476

Cited by 15 publications

(5 citation statements)

References 52 publications

(100 reference statements)

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“…Corporate identity comes with the notion that each organization has its own personality and consumer perceptions of the identity that is communicated contribute to the responses that are made towards the organization's activities and products (Simões, Dibb, & Fisk, 2005;Simões & Mason, 2012). Brand personality is "the set of human characteristics associated with a brand" (Aaker, 1997, p. 347).…”

Section: Brand Personification On Twittermentioning

confidence: 99%

Relationship Maintenance on Social Media: An Examination of Personified Brand Characters’ Twitter Accounts

Dodoo

2015

IJMS

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The interactive nature of social media provides marketers with better opportunities to have direct conversations with consumers. It thus calls for more strategic management of consumer-brand relationship on social media. The current study focuses on personified brand characters' Twitter accounts and its use in consumer-brand relationship. A content analysis was conducted to explore how the personified brand characters within two industries (insurance and food) maintained their relationships with consumers on Twitter. Five relationship maintenance strategies (positivity, openness, sharing tasks, social networking and assurance) and three message types (informational, socio-emotional, and instrumental) were examined. Results revealed that positivity and openness were adopted by most analyzed brand characters. Informational tweets were used the most, followed by socio-emotional tweets. The insurance industry adopted a higher portion of strategies of openness and sharing tasks as well as informational tweets; while the food industry adopted a higher portion of social networking strategy and socio-emotional tweets. In addition, positivity and assurance were positively correlated to socio-emotional tweets; while openness and social networking were positively correlated to informational tweets.

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Section: Brand Personification On Twittermentioning

confidence: 99%

Relationship Maintenance on Social Media: An Examination of Personified Brand Characters’ Twitter Accounts

Dodoo

2015

IJMS

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“…The commitment level to CSP emanate from how firms rationalize their CSP practice with underlying value addition and/or legitimacy credentials in their communication (Borgerson et al , 2009; Schumann et al , 1991) toward economic and non-economic objectives (Drumwright, 1996). Because CSP communication on firm websites comes from controlled sources and forms part of the firm’s identity mix, firms can rationalize CSP with their philosophy, sense of purpose and core values to distinguish themselves from others (Simões and Mason, 2012). Rationalization of CSP with informative content has an enduring positive effect on stakeholders irrespective of whether they have a high or low level of identification with the firm (Kim, 2019).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…As previously, we used three separate coders to classify firms into three categories based on the tone of the rationale for their CSP and in cases of disagreement used the majority vote. This categorization has theoretical basis from the literature review that we presented previously in the paper (Borgerson et al , 2009; Drumwright, 1996; Schumann et al , 1991; Simões and Mason, 2012). We describe these below.…”

Section: Research Design Data Collection and Data Interpretationmentioning

confidence: 99%

Putting your mouth where your money goes! “Where” and “how” to communicate to maximize the impact of corporate social programs

Siaw

Lie

Govind

2022

EJM

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Purpose The purpose of this study is to examine how corporate communication of their social programs on their websites affects the ratings of those programs by independent rating agencies. Firms expend resources on corporate social programs (CSPs) to promote their corporate social responsibility and sustainability credentials. Stakeholders, however, often respond to such “self-promotion” with skepticism because they believe that there are inconsistencies between corporate claims and actions. This research draws on attribution theory as a framework to examine how the perceived CSP performance of firms by uncontrollable sources are affected when firms disseminate CSP information on firm websites, i.e. a controllable source, where their claims may not be verifiable. Design/methodology/approach This study uses a two-step, mixed method study for the analysis using data from Fortune 500 companies. A qualitative content analysis process identifies the interfaces of CSP and their communications on firms’ website. The process allows the authors to collect CSP data systematically from firm websites and to identify relevant variables through the patterns that emerge from the analysis. The findings are used in a quantitative analysis to study how the patterns underlying CSP communication on their websites affect the ratings of firms’ CSP by independent rating agencies. Findings Results show that the location, the manner, the content and the scope of CSP information dissemination on firm websites, as well as perceived commitment to CSP identified on the website are important drivers of perceived CSP performance. A robustness check using an alternative independent rating of CSP also provides results that are supportive of the findings. In addition, the effects are found to differ by sector of operation, firm age and profitability. Research limitations/implications This research suggests that communication of CSPs at controllable sources of firm information dissemination can have a significant effect on the evaluation of CSP at uncontrollable sources when such communication facilitates the assessment of other information from a firm to determine the motive underlying a firm’s CSP. Practical implications The findings show that firms and managers can influence the perceived ratings, rankings or scores of their CSP by stakeholders when they put the right information at the right place on their corporate websites. One of the findings shows that even moderate levels of CSP commitment demonstrated on firm websites result in positive perceptions of CSP, which has marked practical implications. Social implications The findings show that integrating even a medium level of commitment to CSP increases the positive perceptions of a firm’s CSP. Thus, society benefits from the firm’s action without a substantial impact on the firm’s profits. Originality/value This research shows that firm-controlled sources of CSP information dissemination to stakeholders can affect uncontrollable sources of CSP information evaluation.

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“…Within supply networks, suppliers and buyers understand and interpret their trading partners' CI, which affects the business agreements reached and, ultimately, business performance (Robson, Leonidou, & Katsikeas, 2002;Simões & Mason, 2012). While the industrial marketing literature generates valuable insights into what makes relationships work, for example higher levels of commitment, co-operation and trust (Crespin-Mazet & Ghauri, 2007;Morgan & Hunt, 1994), much less is known about the materials that help this happen.…”

Section: Introductionmentioning

confidence: 99%

“…The continuity of exchanges and the emergence of routinized exchange practices stress the need for underlying corporate postures and behavioural consistency. The corporate identity (CI) literature highlights the role of visuals and materials in shaping business relationships development (Simões & Mason, 2012) and contributes to the visual turn in management and organizational studies (Bell, Warren, & Schroeder, 2014;Höllerer, Jancsary, Meyer, & Vettori;Meyer, Höllerer, Jancsary, & van Leeuwen, 2013).…”

Section: Introductionmentioning

confidence: 99%

Using Corporate Identity Artifacts to Shape the Practices of New Strategic Business Relationships

Mason

Simões²

2015

AMPROC

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S u b m i s s i o n # 1 7 4 4 2 a c c e p t e d f o r t h e 2 0 1 5 A c a d e m y o f M a n a g e m e n t A n n u a l M e e t i n g . artifacts are translated and embedded in boundary spanning objects by both organisations. Boundary objects act as obligatory passage points and represent transitions between different stages of a developing relationship. In the process CI artifacts are translated in to concrete situated practices that perform the relationship. Our findings contribute to the current understanding of how firms learn how to perform trust and commitment within an unfolding and uncertain relationship. Using

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Informing a new business‐to‐business relationship:

Cited by 15 publications

References 52 publications

Relationship Maintenance on Social Media: An Examination of Personified Brand Characters’ Twitter Accounts

Relationship Maintenance on Social Media: An Examination of Personified Brand Characters’ Twitter Accounts

Putting your mouth where your money goes! “Where” and “how” to communicate to maximize the impact of corporate social programs

Using Corporate Identity Artifacts to Shape the Practices of New Strategic Business Relationships

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