The Effects of Entrepreneurial Personality to Competitiveness and Corporate Image: A Study on Chocolate Agent Entrepreneurs

Chaniago, Harmon

doi:10.32479/irmm.9262

Cited by 7 publications

(5 citation statements)

References 21 publications

(47 reference statements)

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“…Companies that are always in the spotlight for their competitiveness often have a reputation among consumers (Chaniago, 2020). The growth of new customers, the level of trust among stakeholders, the perception of the company's responsibility, and its actions, all contribute to its image.…”

Section: Corporate Imagementioning

confidence: 99%

Influence Of Entrepreneurial Orientation On Brand Performance And Market Performance: Moderating Role Of Corporate Image

Jha,

Sarabhai

2024

eatp

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This paper summarizes the arguments and counterarguments within the scientific discussion on the issue of entrepreneurial orientation on brand and market execution, particularly when taking into account the moderating effect of corporate image. The main purpose of the research is to explore how entrepreneurial orientation (EO) impacts brand and market performance, with corporate image playing a moderating role. Systematization of the literary sources and approaches for solving the problem of the impact of entrepreneurial orientation (EO) on brand and market performance, indicates that more entrepreneurial companies are likely to develop successful brands and achieve strong market performance. Corporate Image influences Brand Performance and Market Performance as a moderating variable. The relevance of this scientific problem decision is that the study enhances comprehension of strategic management and marketing ideas by examining the correlation between entrepreneurial orientation (EO), brand performance (BP), and market performance (MP). Investigation of the topic "Influence of Entrepreneurial Orientation on Brand Performance and Market Performance: Moderating Role of Corporate Image". Methodological tools of the research methods were Factor Analysis, Confirmatory Factor Analysis, and Structured equation modeling through statistical packages such as IBM SPSS-23 and AMOS -20, with 1 year of research. The object of research is the Northern Indian SME. The study uses a well-structured questionnaire to acquire primary data from respondents. Entrepreneurial orientation (EO) measured with four items, whereas brand performance and market performance with three items each. Likewise, 3 items measured the corporate image. The paper presents the results of an empirical analysis using the structural equation model (SEM), which shows that companies with a favorable image in the marketplace are more capable of utilizing their entrepreneurial orientation to enhance brand performance and market outcomes. The research empirically confirms and theoretically proves that corporate image mediates the relationship between EO, brand performance, and market performance. The results of the research can be useful for marketers, brand managers, and corporate strategists seeking to enhance brand and market performance through entrepreneurial orientation and corporate image.

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Section: Corporate Imagementioning

confidence: 99%

Influence Of Entrepreneurial Orientation On Brand Performance And Market Performance: Moderating Role Of Corporate Image

Jha,

Sarabhai

2024

eatp

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“…The first communicative style, "classical claims", is based on a clear and user-friendly communication that easily leads the consumer back to his or her trusted chocolatier. The advantages of this strategy, now recognized by many food companies, are related to web-enhanced brand communities as a lever for relationship marketing communication, especially in order to establish links with devoted users [73]. Involving consumers by focusing on aspects that are important to them (such as taste, authenticity, territory and sustainability) is a prerequisite for obtaining the involvement and loyalty of the brand that leads to the creation of positive relationships with the brand.…”

Section: The "Classical Claims" Communicative Stylementioning

confidence: 99%

The Role of Chocolate Web-Based Communication in a Regional Context: Its Implication for Open Innovation

Blanc

Merlino

Versino

et al. 2022

Journal of Open Innovation: Technology, Market, and Complexity

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Background: This research investigates the web-based communication and promotion strategies applied by a sample of selected chocolatiers in Piedmont, a region in the northwest of Italy known for its ancient chocolate-making tradition. Methods: the AGIL scheme was used (A-adaptation, which evaluates the persuasive approach; G-goal achievement, which evaluates the informative approach; I-integration, which evaluates the communicative approach; and L-latent model, which evaluates the identity approach). Each A-G-I-L category, subdivided into subcategories containing variables, was specifically evaluated during the analysis of the companies’ websites carried out by a group of experts. The five experts assigned a score for each variable and subcategory to each site. The average subcategory and category scores for each website were analyzed using principal component analysis, which allowed three communicative orientations to be defined: classic, consumer-centered, international-oriented. Results: In general, the results show a strong link between the tradition of artisan chocolate producers and the desire to create a relationship of trust in the brand on the part of consumers. Conclusions: This research is the first to contribute to the field of chocolate web-communication and provides a picture of a local production reality; it is interesting in terms of chocolate promotion styles based on the combination of tradition and innovation.

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“…Ditambah Kebutuhan akan produk atau jasa meningkat dan bervariatif. Hal ini menyebabkan pelaku bisnis perlu memiliki sifat-sifat kewirausahaan, seperti kemampuan berpikir positif, terbuka, mandiri, memberikan pelayanan yang baik dan mampu mencapai target supaya produk yang ditawarkan bernilai lebih, unik dan berbeda dengan produk lainnya (Chaniago, 2020).…”

Section: Pendahuluanunclassified

Making Sense Of The “Product Attributes” Trends: A Review Of Consumers Drink Choice Behavior And Industry Implications

Efawati,

Nanang Juhandi Hermawan

2020

ijabo

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This study aims to analyze the product attributes that influence consumer purchasing decisions. Study phenomena are limited to attributes of healthy drink products. The approach uses the quantitative in a total of 84 respondents from STIE Al-Anwar students in the 2011-2012 school year who consume Mizone products. Sampling using with simple random sampling method and regression analysis approach was applied to test the research model. The results of the analysis show that brand and quality have a significant influence on consumers’ purchasing decisions, while labels and packaging do not have a significant effect. However, simultaneously, brands, labels, quality, and packaging influences on purchasing decisions that are equal to 84.9%. The rest is influenced by other variables outside the product attributes variable. This research highlights the product attributes which are the most important elements in the marketing process because they can add value to consumers. This shows that product attributes need to be paid attention to and improved to be competitive with similar products.

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The Effects of Entrepreneurial Personality to Competitiveness and Corporate Image: A Study on Chocolate Agent Entrepreneurs

Cited by 7 publications

References 21 publications

Influence Of Entrepreneurial Orientation On Brand Performance And Market Performance: Moderating Role Of Corporate Image

Influence Of Entrepreneurial Orientation On Brand Performance And Market Performance: Moderating Role Of Corporate Image

The Role of Chocolate Web-Based Communication in a Regional Context: Its Implication for Open Innovation

Making Sense Of The “Product Attributes” Trends: A Review Of Consumers Drink Choice Behavior And Industry Implications

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