The Internal Branding Process: Customer Reprofiling and Brand Positioning (Empirical Study on Traditional Snack Food in Bandung-Indonesia)

Dagustani, Dani; Buchory, Herry Achmad; Satya, Mutia Tri; Diryana, Ivan

doi:10.18488/journal.62/2016.3.2/62.2.18.30

Cited by 2 publications

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“…Sport Tourism 2019, 26(2), 34-39 tourist values, the way these values are managed, and transport accessibility in the area, as well as residents' attitudes towards tourists. This attractiveness has a considerable impact on tourists who choose their holiday destinations [11].…”

Section: Introductionmentioning

confidence: 99%

An Analysis of the Condition of the Tourist Brand and Tourist Attractiveness of the Podkarpackie Region Based on the Brand Asset Valuator Model

Gierczak-Korzeniowska

2019

Polish Journal of Sport and Tourism

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Introduction. There are many factors which determine the attractiveness of a region for tourists. However, such assessments are, relatively rarely, a result of the analysis of the presence and condition of regional tourist brands and their perception among visitors. The analysis and assessment of the condition of a brand can be carried out using the BAV (Brand Asset Valuator). This is an extremely interesting and useful tool which explains the dynamics of behaviour of brands on the market and diagnoses their “health”, supporting the process of their long-term management.Materials and methods. On the basis of the results of a pilot study, an attempt is made to measure the tourist attractiveness of the Podkarpackie region through the assessment of regional tourist brands and their features which are important from the point of view of the inhabitants of the region. The BAV model was used to analyse 32 tourist products. The applied research methods include the Mann-Whitney test, Spearman’s rank correlation coefficient, and the chi-square independence test.Results. The mapped data analysis based on the BAV model showed that 16 out of 32 products assessed were located in the leadership quadrant. The majority of the remaining products were in the development or decline phases.Conclusions. The presence of branded tourist products and their number have an impact on the tourist attractiveness of the region. The following aspects of the region were considered the most attractive: nature (natural surroundings, natural values, and ecological aspects), heritage (historical heritage and monuments and presentation of important past events), and tourism (tourism and recreation offerings).

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Section: Introductionmentioning

confidence: 99%

An Analysis of the Condition of the Tourist Brand and Tourist Attractiveness of the Podkarpackie Region Based on the Brand Asset Valuator Model

Gierczak-Korzeniowska

2019

Polish Journal of Sport and Tourism

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Mapping the literature of integrated marketing communications: A scientometric analysis using CiteSpace

Danko

Chen

et al. 2022

Innovative Marketing

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Integrated marketing communication (IMC) is an effective marketing practice in the age of social media. IMC builds customer relationships and enhances brand value by integrating information from multiple channels and strengthening user interaction. The purpose of this study is to present the development process, current hotspots, and future trends of IMC research. Moreover, it explores the characteristics and patterns of IMC research. First, this paper shows the annual literature volume, leading countries, journals, and authors in IMC research through bibliometrics. Then, five hot research topics are identified through keyword co-occurrence analysis, namely IMC theory and models, brand communication, media research, customer research, and marketing strategy. From 1991 to 2020, IMC research is divided into five phases, each of which is related to the enhancement of user interaction. Future IMC research will continue to be user-centered, and IMC research will continue with social media and branding, as well as research on other topics that can further enhance user interactions. This paper also finds that the characteristics of the concept of IMC itself lead to a constant renewal of its connotations, which is one of the reasons why scholars cannot reach a consensus on the concept of IMC. AcknowledgmentsWe thank Associate Professor Zhenkun Cui of Henan Institute of Science and Technology for his valuable comments during the writing and revision of this paper. The following research projects supported this study: (1) Henan Provincial University Humanities and Social Sciences Research Project No.2022-ZDJH-0099; (2) Henan Provincial University Humanities and Social Sciences Research Project No.2022-ZZJH-158; (3) Henan Province Social Science Planning Project No. 2021BZZ004; and (4) Xinxiang Social Science Federation Research Project No. 2021-167.

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The Internal Branding Process: Customer Reprofiling and Brand Positioning (Empirical Study on Traditional Snack Food in Bandung-Indonesia)

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Cited by 2 publications

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An Analysis of the Condition of the Tourist Brand and Tourist Attractiveness of the Podkarpackie Region Based on the Brand Asset Valuator Model

An Analysis of the Condition of the Tourist Brand and Tourist Attractiveness of the Podkarpackie Region Based on the Brand Asset Valuator Model

Mapping the literature of integrated marketing communications: A scientometric analysis using CiteSpace

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