Motion to innovation: Brand value sources have (not) changed over time

Klieštiková, Jana; Kováčová, Mária

doi:10.1051/shsconf/20173901010

Cited by 6 publications

(4 citation statements)

References 18 publications

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“…To verify our hypothesis, we realized cluster analysis. We used selection of secondary data from Interbrand ranking ((available at: http://interbrand.com/) supplemented by empirically collected data about innovative concepts, techniques and overall attitudes towards innovation (Kliestikova & Kovacova, 2017).…”

Section: Methodology and Datamentioning

confidence: 99%

Old McDonald's Had a Brand…: How Traditional Brands Lose Their Breath

Klieštiková¹,

Křižanová²,

Kováčová³

2018

Proceedings of the IISES Annual Conference, Sevilla, Spain

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Traditional brands have to review implementation of previously used concepts and techniques of brand value building and management. The reason of such a managerial decision consists in the evolution of the market and buying decision stereotypes. So far, branding theory do not know how to explain that traditionally valuable brands lose their value sharply despite their position in global brand value rankings have not indicated it. The danger of this situation is really high. So, the aim of this paper is to verify through the cluster analysis based on secondary data from Interbrand ranking our hypothesis that the scissors between actual brand value of traditional and modern brands are opening more and more. And at the same time to predict which brands will have to face the threat of brand value decrease.

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Section: Methodology and Datamentioning

confidence: 99%

Old McDonald's Had a Brand…: How Traditional Brands Lose Their Breath

Klieštiková¹,

Křižanová²,

Kováčová³

2018

Proceedings of the IISES Annual Conference, Sevilla, Spain

Self Cite

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“…Other studies proved that inter-organizational trust improved innovative processes, economies of scale, and sales [27]. Innovation also developed product performance positively influencing financial performance [28,29]. Additionally, the company maintained an ideal level of trust that supported innovation [30].…”

Section: Introductionmentioning

confidence: 94%

Inter-Organizational Trust on Financial Performance: Proposing Innovation as a Mediating Variable to Sustain in a Disruptive Era

et al. 2021

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Hungarian Information and Communication Technology (ICT) companies have an essential role to play in a disruptive era. ICT firms should collaborate and innovate to obtain profit. The elusive correlation between trust in business partners and financial performance inspired this study, which proposed innovation as a mediating variable. The research had two objectives: to investigate the effect of inter-organizational trust on financial performance and innovation and to observe the role of innovation in improving financial performance within different categories of ICT companies. The population included active Hungarian ICT firms. The analysis used 100 samples, comprising micro-, small-, and medium-sized ICT corporations. Those samples were selected by random cluster sampling. This research used Partial Least Square Structural Equation Modelling. This study supported the idea that inter-organizational trust improved innovation, and that innovation enhanced financial performance. As an expected finding, innovation could mediate a positive direction between inter-organizational trust and financial performance.

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“…On the other hand, in some specific cases, the positive impact of innovations on marketing activities in the banking sector was not proven. Kliestikova and Kovacova (2017) carried out a case study of innovation perception in the scope of banking brands in the Slovak Republic, discovering that this sector is fully resistant to innovative marketing activities, which aim to increase subjectively perceived brand value.…”

Section: Literature Reviewmentioning

confidence: 99%

Estimation of the Marketing Activity of Banking Structures

Шпак¹,

Kulyniak²,

Gvozd³

et al. 2020

Acta Univ. Agric. Silvic. Mendelianae Brun.

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Well-designed marketing activities and the use of modern marketing tools can increase the competitiveness of banks on the market. Given this fact, the main purpose of the study is to develop theoretical and practical provisions for estimating the level of marketing activity of banking structures. This is based on the definition of the integral index and takes into account all the elements of the marketing-mix and their partial indicators. The urgency of solving this problem comes from the fact that it is precisely the estimation of the level of marketing activity of the banking structures that directs managers to make the appropriate adjustment of marketing activities and make use of modern marketing instruments that will increase the competitiveness of banks on the market (e.g. increase market share and expand the boundaries of the target segments, help to create a positive image of the bank and maintain its business reputation). The article proposes a calculation methodology for bank marketing activity, which has been tested through the definition of the level of marketing activity of the leading Ukrainian banks. The computation of the level of bank’s marketing activity is based on the calculation of the integral indicator by summarization the input statistics, that characterize the bank’s marketing activity, with help of two methods: the standardization method and the hierarchy analysis method (Saaty method). The results of the expert survey were used for determining the weight of partial indicators within the hierarchy analysis method. Based on the results, the analyzed banks are ranked according to the level of their marketing activity in the investigated period, and a system of particular measures for raising the level of their marketing activity has been established.

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Motion to innovation: Brand value sources have (not) changed over time

Cited by 6 publications

References 18 publications

Old McDonald's Had a Brand…: How Traditional Brands Lose Their Breath

Old McDonald's Had a Brand…: How Traditional Brands Lose Their Breath

Inter-Organizational Trust on Financial Performance: Proposing Innovation as a Mediating Variable to Sustain in a Disruptive Era

Estimation of the Marketing Activity of Banking Structures

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