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BACKGROUND: There is a substantial overlap in the epidemiology of chronic hepatitis B (HBV), hepatitis C (HCV) and tuberculosis (TB) due to overlapping risk factors. Testing for viral hepatitis is not widely recommended for patients with TB. The aim of this systematic review was to evaluate the global prevalence of chronic viral hepatitis infection among patients with TB. METHODS: MEDLINE, EMBASE, Web of Science, Cochrane Library, African Journals Online, LILACS, and country TB reports were searched for studies published between January 1st, 2011 and June 17th 2021. Random-effects meta-analyses for proportions were conducted to obtain pooled prevalences. The prevalence of chronic HBV/HCV infection among patients with TB was also compared to that in the general population. The protocol was registered on PROSPERO (CRD42021276468). FINDINGS: This analysis included 127 studies (83 for both HBV and HCV, 28 for HBV only, and 25 for HCV only) and data from 94,936 patients. The global pooled seroprevalence was 5.8% (95% CI 5.0–6.8) for HBs-antigen and 10.3% (95% CI 8.4–12.3) for HCV-antibodies. Pooled prevalence was highest in the WHO African Region for HBV at 7.8% (95% CI 5.2–10.9) and in the WHO European Region at 17.5% (95% CI 12.2–23.5) for HCV. In studies among TB patients who inject drugs, HCV prevalence was 92.5% (95% CI 80.8–99.0). Pooled HCV-antibody seroprevalence among patients with TB was higher than in the general population in all six WHO regions while HBs-antigen seroprevalence was higher in 3/6 regions. INTERPRETATION: This review highlights the syndemicity of chronic viral hepatitis and TB and suggests that routine testing for hepatitis upon TB diagnosis may be justified. The prevalence of chronic HBV and HCV infections was higher among patients with TB than in the general population. FUNDING: This study was study was funded by the Global Tuberculosis Programme, 10.13039/100004423World Health Organization.

International audience; The digital revolution has transformed the communication landscape into a hybrid online-offline environment. Although increasing complexity does pose new challenges for practitioners and scholars, the literature also lacks theoretical and empirical analyses of managerial and organizational issues regarding online and offline integration within integrated marketing communication (IMC). This study aims to provide an initial contribution to this field from a business perspective. First, we provide a definition and empirical analysis of the key managerial and organizational issues and approaches adopted by senior managers to tackle the challenge of online and offline integration. Second, we propose a conceptual framework that offers a holistic view of implementation modalities of offline and online integration, as well as the achievable outcomes and barriers to such implementation.

PurposeA significant body of research has now been accumulated in the intercultural service encounter (ICSE) literature. However, no study to date has provided scholars and practitioners with a systematic review to map and better understand the ICSE domain.Design/methodology/approachTo fill this gap, the authors systematically review and critically examine the state of academic research on ICSE.FindingsBased on a systematic review of 31 journal articles published over the last two decades, the results illustrate that ICSE research is a vibrant and rapidly growing stream of the broader international business domain, and it is topically and methodologically diverse. This review also identifies significant knowledge gaps related to the adoption of different theoretical orientations by researchers examining ICSE at different levels of analysis, a lack of contextual positioning, as well as poor methodological rigor.Originality/valueBased on the findings, the authors introduce a multilevel and multidisciplinary conceptual framework that integrates the concepts of emotional intelligence (EI) and intercultural communication competence (ICC) as the key variables that explain trust development during the interaction between two key culturally different stakeholders: service providers (employees) and service receivers (customers). Finally, the authors discuss the contributions and implications for both academics and practitioners.

Achieving the United Nations' 90-90-90 goals has proven challenging in most settings and the ambitious 95-95-95 goals seem even more elusive. However, in Eswatini - a lower-middle-income country in sub-Saharan Africa with the highest HIV prevalence in the world - an estimated 92% of people living with HIV know their status. We conducted 26 in-depth interviews with stakeholders from policy, implementation, donor, local advocacy and academic sectors to elicit the facilitators and inhibitors to HIV testing uptake in Eswatini. Background data and related reports and policy documents (n = 57) were also reviewed. Essential facilitators included good governance via institutional and national budgetary commitments, which often led to swift adoption of globally recommended programs and standards. The integration of HIV testing into all points of care fostered a sense that testing was part of routine care, which reduced stigma. Challenges, however, centred on social norms that disadvantage certain groups with high ongoing HIV risk (such as key populations, adolescent girls and young women), a heavy reliance on external donor funding, and stigma that had subsided but nevertheless persisted. Amid concerns about whether the 90-90-90 targets could be achieved by 2020, the experience of Eswatini provides tangible insights into factors that have successfully influenced HIV testing uptake and may thus prove informative for other countries.

International audience; By drawing on social identity and stakeholders’ theories, this paper seeks to examine how universities co-create and manage their brand image and brand reputation through tapping into internal-stakeholders’ social network. This research utilises explanatory research design at the preliminary stage, and the subsequent model is examined via a positivist survey carried out among higher education internal stakeholders in the UK. The results show that the relationship between navigation design of the website, usability of the website and customization of the website are not significant from students’ perspective, whereas all those are significant from employees’ perspective. Furthermore, the relationship between logo and co-creation behaviour is not significant from employees’ perspective while it is significant from students’ perspective. University website is the most important marketing tool to attract students and other stakeholders. Therefore, these findings have significant implications for higher education branding and marketing managers aiming to design appropriate communication tools with a view to actively engage students and employees in a co-creation process to improve their products, services and brand image.

Purpose This paper aims to examine how customers encounter consumption-based evolution between mobile and offline platforms together with temporal and crossover effects. Counter to research on customer satisfaction theory, which shows that satisfaction directly affects loyalty, the authors show that when shopping between mobile and offline platforms, customers differently evaluate loyalty compared to the traditional satisfaction and loyalty approach. Also, customers differently evaluate three types of service quality from online to offline (O2O) platforms and response dynamically to firm satisfaction and loyalty. Design/methodology/approach This study tests temporal, carryover and crossover effects using longitudinal data sets. Findings From crossover loyalty shifts, the findings show that the relationship between offline provider satisfaction (OS) and mobile provider loyalty (ML) during consumption periods is consistently significant with similar impact. However, mobile provider satisfaction (MS) during the same periods does not impact offline provider loyalty (OL) in the same manner, but differs considerably in terms of pattern of influence. Specifically, the findings show that this crossover effect increases over time even though statistical impact is insignificant. Thus, the carryover loyalty shift has a positive impact when it originally occurs in the offline platform but differs significantly when it originates via the mobile platform. Practical implications – this study offers valuable guidance to managers on how O2O platform-centric firms try to enhance satisfaction with consumption system that links to three types of service quality and loyalty. Research limitations/implications This study offers valuable insights into offline and ML. This is seen, however, as an experimental study and further research using the same method would enable cross-cultural comparators. Practical implications Insights can be drawn from the findings, enabling comparisons relative to service quality-satisfaction-loyalty linkage across dual platforms. The idea of evolution and progression over time is particular pertinent to business practice assuming data sets are gathered, maintained and analyzed. Originality/value Insights can be used from the research findings, including but not limited to comparing the service quality-satisfaction-loyalty linkage across dual platforms and providing firms with an explanation of temporal evolution.

This study extends the conceptualization of corporate identity (CI), and develops a valid and reliable scale for the concept via multistage research design. After detailed literature review, key elements of CI in practice are clarified using 20 semi-structured interviews with senior managers in leading UK companies, followed by an online survey among senior managers in the UK food and beverage sector. Five dimensions of CI are identified following two-step structural equation modelling: consistent image, top management behavioral leadership, employee identification, mission and values dissemination, and founder transformational leadership. The scale is examined for nomological validity with an outcome variable, namely corporate social responsibility. The contribution is novel, as for the first time CI is empirically validated as a second-order hierarchical construct. The resultant scale guides practitioners to specify priorities when developing CI, acts as a tool to assess the effectiveness of activities over time, and enables corrective action where needed.\ud \ud Keywords: Corporate identityCommunicationVisual identityEmployee identificationLeadership

Purpose This study aims to investigate how marketing communication (MC) and nascent corporate communication (CC) strategies are juxtaposed in the small- and medium-sized enterprise (SME) setting. Design/methodology/approach A qualitative research method based on a multiple case study approach is elaborated in a South-East Asian emerging economy. Findings The key findings show that MC and nascent CC strategies coexist in SMEs, and are frequently closely interwoven, enabling the introduction of an integrated hybrid communication (IHC) theoretical perspective in this context. Four requisites inform IHC management: communicate the identity/roots; establish and communicate the relationship with multiple stakeholders; communicate the product/service to customers; and communicate other activities of the firm (e.g. corporate social responsibility and brand identity). SME managers were predisposed to use at least three communication channels among the following: advertising, sales promotion, public relations, direct marketing and/or personal selling. Furthermore, managers generally preferred internet-enabled communication. Research limitations/implications This study provides fresh insights into how SMEs could integrate their communication strategies to increase their survival chances and business growth. However, the need to develop SMEs is required in every economy. Thus, the present findings could be seen as relevant to various audiences (academic, practitioners and/or policy-makers) such as for managers from Western and/or European settings who are interested in operating in the Malaysian economy. Practical implications By using the four requisites that inform IHC, owners/managers of SMEs can adopt a more holistic approach, by strategically planning communication activities using both communication typologies (i.e. product and firm level). Thus, SMEs will be able to enhance clarity and consistency in their communication strategy and achieve brand equity across relevant stakeholders in the long run. Originality/value This study introduces the IHC theoretical perspective and reveals the communication tools used by SMEs to communicate product and brand-related messages to multiple stakeholders. These messages tend to stem from and are shaped by the identity/roots of the firm embedded in managerial personality/values.

Location based mobile applications (LBMA) are developing rapidly with the increasing adoption of smartphones. These applications advantage userś location to provide products or services based on information obtained from their smart devices. However, implementation and execution of these services may raise userś privacy concerns related to sensitive information being handled. In this context, this paper examines the factors that motivate users and lead them to protect their privacy while using LBMA. It also considers potential benefits they could encounter and thus enable their privacy trade. The model proposed is based on Protection Motivation Theory (PMT) and tested through a variance-based Structural Equations Modelling approach. Data were obtained through an online survey with 820 participants. Findings reveal that perceived severity, perceived vulnerability and self-efficacy exert a positive effect on the intention of privacy protection, which in turn is found to be positively related to the behavior of protecting privacy., Spanish Ministry of Economics, Industry and Competitiveness under the grant ECO2017-82449-P, Funding for open access charge: Universidad de Granada / CBUA

Purpose Based on the managerial perceptions from large firms, this paper aims to explore the emergence, growth and importance of corporate communications and how it is evolving and creating competitive advantage for Italian firms. Design/methodology/approach A qualitative approach is deployed, comprising in-depth interviews with senior managers from Italian corporations from a broad spectrum of industries, including: energy, telecommunications, automotive, transport, retail chain, appliances, technology and engineering, private shipping, government-owned holdings, marketing consultancy and construction. Findings The paper offers insight into corporate communications (corpcoms) practices in the sampled companies. The paper shows that corpcoms involves a complex range of activities leading to performance – managed and implemented under CEO direction. Practical implications Corpcoms is perceived as a strategic concept with effective application relative to managing corporate image and reputation. The findings offer insights for communication professionals who deal with corpcoms, branding and marketing communications. Originality/value Corpcoms can be viewed via the lens of social actors’ perspectives, i.e. via practitioners – including brand managers and senior executives, as they possess practical knowledge of business practice in specific contextual business settings and have the managerial ability and remit to design, implement and evaluate integrated corpcoms.

International audience; This paper conceptualises replication research as being one of the most needed areas of ongoing academic activity. Using George the Galapagos tortoise as a metaphor for the lack of replication research, it is argued that only by replicating research studies over time can solid theory be developed. For the most part, advertising and marketing communication research consists of non-replicated, one-shot, point-in-time experiments which, once accepted and published by a journal, becomes the litany of the academic community and is then deified by the citation process. The paper begins by reviewing the background of replication research in the marketing communication domain and applies it to current thinking and publication trends. Reasons for the lack of replication research are presented and some conclusions are drawn for those seeking to confirm or challenge existing research. An agenda is provided for the development and publication of replication research.

Background Most data on COVID-19 was collected in hospitalized cases. Much less is known about the spectrum of disease in entire populations. In this study, we examine a representative cohort of primarily symptomatic cases in an administrative district in Southern Germany. Methods We contacted all confirmed SARS-CoV-2 cases in the administrative district. Consenting participants answered a retrospective survey either via a telephone, electronically or via mail. Clinical and sociodemographic features were compared between hospitalized and non-hospitalized patients. Additionally, we assessed potential risk factors for hospitalization and time to hospitalization in a series of regression models. Results We included 897 participants in our study, 69% out of 1,305 total cases in the district with a mean age of 47 years (range 2–97), 51% of which were female and 47% had a pre-existing illness. The percentage of asymptomatic, mild, moderate (leading to hospital admission) and critical illness (requiring mechanical ventilation) was 54 patients (6%), 713 (79%), 97 (11%) and 16 (2%), respectively. Seventeen patients (2%) died. The most prevalent symptoms were fatigue (65%), cough (62%) and dysgeusia (60%). The risk factors for hospitalization included older age (OR 1.05 per year increase; 95% CI 1.04–1.07) preexisting lung conditions (OR 3.09; 95% CI 1.62–5.88). Female sex was a protective factor (OR 0.51; 95% CI 0.33–0.77). Conclusion This representative analysis of primarily symptomatic COVID-19 cases confirms age, male sex and preexisting lung conditions but not cardiovascular disease as risk factors for severe illness. Almost 80% of infection take a mild course, whereas 13% of patients suffer moderate to severe illness. Trial registration German Clinical Trials Register, DRKS00022926. URL: https://www.drks.de/drks_web/setLocale_EN.do

BackgroundAfter infection with severe acute respiratory syndrome coronavirus (SARS-CoV-2), Immunoglobulin G (IgG) antibodies and virus-specific neutralizing antibodies (nAbs) develop. This study describes antibody responses in a cohort of recovered COVID-19 patients to identify predictors.MethodsWe recruited patients with confirmed SARS-CoV-2 infection from Heidelberg, Germany. Blood samples were collected three weeks after COVID-19 symptoms ended. Participants with high antibody titers were invited for follow-up visits. IgG titers were measured by the Euroimmun Assay, and nAbs titers in a SARS-CoV-2 infection-based assay.Results281 participants were enrolled between April and August 2020 with IgG testing, 145 (51.6%) had nAbs, and 35 (12.5%) had follow-up. The median IgG optical density (OD) ratio was 3.1 (Interquartile range (IQR) 1.6-5.1), and 24.1% (35/145) had a nAb titer>1:80. Higher IgG titers were associated with increased age and more severe disease, and higher nAbs were associated with male gender and CT-value of 25-30 on RT-PCR at diagnosis. The median IgG OD ratio on follow-up was 3.7 (IQR 2.9-5.9), a median increase of 0.5 (IQR −0.3-1.7). Six participants with follow-up nAbs all had titers ≤ 1:80.ConclusionsWhile age and disease severity were correlated with IgG responses, predictive factors for nAbs in convalescent patients remain unclear.

Integrated marketing communications (IMC) are a core part of business success in the 21st century, but are facing exceptional challenges, some of which predate the devastation wrought by the COVID-19 pandemic. The various stages of IMC offer rich potential to enhance marketing techniques, harness the power of data analytics and build brand success. However, while most firms would claim to be deploying IMC, many are offering little more than sales-orientated mass marketing, having failed to move beyond the most basic form of its operation (Stage 1). Amid shrinking economies and slashed marketing budgets, even the minority of firms that has moved into Stage 2 (targeted marketing exchanges), Stage 3 (the application of information technology), Stage 4 (information-led communication planning), or even the putative Stage 5 (fully integrated marketing) now risk reverting to Stage 1. It is therefore critically important to develop an advanced understanding of IMC and its potential. Equally significant is the need to address the global trend towards focusing on attracting customers while neglecting post-purchase experience. A twin approach of successfully harnessing all the stages of IMC while also paying full attention to customer retention will maximise the chances of building brand success in the current challenging climate.

Purpose This paper aims to study the citations made in service failure literature and assesses the knowledge construction of this region of exploration to date. Design/methodology/approach The bibliometric investigation assesses 416 service failure articles in business associated research. Multidimensional scaling is used to uncover the scope of the scholarly impacts that have helped understand the nature of the service failure literature. The establishment of knowledge in the service failure literature is revealed by analysing co-citation data to identify significant topical impacts. Findings The theoretical model combines five areas with significant propositions for the future improvement of service failure as an area of investigation. The most important research themes in service failure literature are service failure, service failure communication, recovery process, recovery offer and intention. Research limitations/implications Potential research concentrating on the service failure literature could use search terms improved from the literature review, or use a comparable approach whereby a board of well-informed scholars approved the key words used. Practical implications This paper is beneficial for any reader who is interested in understanding the components of the perception of justice and recovery and how it improves repurchase intention. Originality/value The study seeks to influence resource and recovery-based concepts and utilises the five supporting knowledge groups to suggest a plan for future research that fills existing gaps and offers the possibility of expanding and enhancing the service failure literature.

Don E. Schultz, a pioneer and eventual guru in the field of integrated marketing communications (IMC) and advertising, passed away on Thursday 4 June 2020 at the age of 86. He is survived by his wi...

Purpose The purpose of this paper is to investigate the link between community of place and small- and medium-sized enterprises (SMEs) in Lombard industrial districts in Italy. Design/methodology/approach A brief literature review of international authors from the stakeholder approach and Corporate Community Relations (CCRs) field is presented. This paper refers to a survey of Lombard industrial districts conducted by ALTIS. The data were collected via a telephone survey from 834 firms. Findings The main finding is that managing CCRs is of major importance for company success. The results of the survey show that there are some tools and actions that Italian industrial district SMEs use to interact with their particular communities of place to develop effective and coherent relationships with their stakeholder groups. Moreover, although the survey shows that though SMEs do implement different CCR activities, they are not able to communicate these effectively through systematic communication strategies. However, the narrow sample includes only a sample of some Lombard districts. Nonetheless, the findings indicate that effective CCR seems to confer competitive advantage based on stakeholder responses and rewards sought. Research limitations/implications The framework could assist in supporting CCR developments between industrial districts as various players would know how to improve CCR activities. One further suggestion is that University and Research Centers could have a role to play in creating and communicating codified knowledge concerning community relations in industrial districts, while other public players still have to develop specific tasks in improving infrastructures. Originality/value This study is in line with the main focus of CCR, which is in striving to meet stakeholder and societal needs. However, industrial district SMEs have to learn how to communicate their CCR activities from the examples set by large Italian companies. The paper links the notion of CCR with tools and actions to develop meaningful relationships with both community of place and interest. Moreover, considering the survey results, a new framework for local player roles is proposed.

Purpose This paper aims to challenge singular definitions, measurements and applications of corporate reputation which tend to be reductionist. The authors rebuff such narrow representations of reputation by showing the multiplicity of reputation in the case of a global management consulting firm and demonstrate how it has sustained such reputations. Design/methodology/approach Using a large cross-country qualitative case study based on interviews, focus groups, non-participant observations, workshops and a fieldwork diary, dimensions of reputation are highlighted by drawing on perceptions from multiple stakeholder groups in different geographies. Findings The authors find significant differences in perceptions of reputation between and within stakeholder groups, with perceptions changing across dimensions and geographies. Originality/value The theoretical implications of the research indicate a plurality of extant reputations, suggesting that a prism is more suited to representing corporate reputation than a singular, lens-like focus which is too narrow to constitute reputation. This paper offers theoretical and practical suggestions for how global firms can build and sustain multiple and competing corporate reputations.

Purpose The purpose of this research is twofold: first, to conceptualise integrated marketing communication (IMC) by adopting a more inclusive and broader organisational perspective, and second, to empirically develop and validate a new measurement scale to assess firm-wide IMC. Design/methodology/approach This paper is based on a multistage research design adopting qualitative and quantitative approaches. First, a comprehensive literature review and a two-round Delphi study served as the primary basis for the development of the IMC theoretical framework, including generation of items and content validation. Second, a pilot study (n = 39) enabled us to purify the measurement tool. Third, the data gathered via an online survey conducted among CEOs and other senior managers (n = 180) led to empirical validation of the proposed firm-wide IMC scale applying second-order confirmatory factor and structural equation modelling analyses. Findings This research produced the firm-wide IMC scale, a 25-item Likert-format measure exhibiting adequate dimensionality, reliability and construct (convergent, discriminant and nomological) validity. Originality/value The need for a more holistic approach emerged from both the academic literature and the professional arena. However, even very recent attempts to measure integration have involved the adoption of a narrow marketing communications-centred approach. Thus, the value and uniqueness of this paper lies in its novel definition of IMC as a four-dimensional construct and the development of a theoretically consistent, valid and reliable measurement tool for the assessment of integration based on a firm-wide organisational approach.

Purpose Despite increased emphasis on customer or market orientation over the past several decades, there is considerable evidence that many customer service practices have created a “Janus face” situation in which stated marketing philosophy often differs from practice. This paper aims to explore those issues in marketing practice. Design/methodology/approach This paper develops a typology of “new age” practices in customer service that seem to serve to annoy, alienate and even potentially harm consumers. Consumer-coping mechanisms for dealing with such practices are then discussed, arguing that the practices themselves are not in the best long-term interests of the firm. This paper concludes with suggestions for how firms can avoid a “Janus face” situation and better serve today’s educated consumers. Findings Too many of today’s ostensibly “marketing”-oriented companies are more concerned with selling and much less concerned with retention or real relationships. Unfortunately, even if companies are doing many things correctly, this does not sound like behavior that should exist in the so-called “marketing era” in the 21st century. Research limitations/implications The negative implication of extolling service excellence while delivering the opposite to customers is undesirable. Research that addresses the service challenges that firms face in this fast-changing marketing environment is crucial to advancing academic knowledge. Practical implications As marketing moves into 2020 and beyond, it is critical to correct these service issues and problems. Companies cannot really afford to drive away customers in the dynamic age of relationship marketing fueled by rapidly advancing technological change. Originality/value This paper presents a typology of “new age” customer service problems.

International audience; Some scholars have emphasized the importance of food tourism in mature and certain emergent economies for growing consumption‐related products (e.g., wine, beer, rice, and tea) and attempts have been made to study tourism levers and threats in developing economies. However, to the best of our knowledge, little research has been conducted on the potential development of tourism activities centered on coffee producers and their farms in equatorial countries to determine whether a coffee tourism market is developing in these locales and if this could enhance these countries’ brand perceptions. Thus, this study explores the antecedents of the perceptions, potentialities, attitudes, and behavior of tourists specifically with regard to coffee tourism and coffee cultivation visits. To achieve our goal, we employ a quantitative method involving a survey of potential tourists. Our findings indicate that while the effects of gender and age on the perceptions of coffee cultivation visits are not significant, the effects of coffee consumption and travel in coffee‐producing countries are positive and significant. These findings help us draw some relevant theoretical and managerial implications.

Purpose This study attempts to ascertain the essential dimensions and components of university brand image, including the cognitive attributes (service/educational quality) and affective attributes (corporate brand image) of the university. Design/methodology/approach The study develops, explores and presents a student-consumer behavioral response model based on students’ experiences at university, exploring the relationship between these attributes with satisfaction and behavioral response [word-of-mouth (WOM)]. Findings Findings reveal that both branding aspects – brand experience and corporate brand image – follow a rational thought process first before an affective component is then taken into account, resulting in brand promise and loyalty. The study identifies several important cognitive brand image attributes and experiences that guide brand positioning for the Malaysian market, linking these to satisfaction and WOM. Research limitations/implications It was conducted in a single case-university and future research could replicate this in other schools/institutions. Cross-validation to other private institutions lies outside the scope of this study. Furthermore, although the study has identified specific attributes of university brands, they tend to be seen or interpreted as overall for both brand experiences and corporate brand image attributes because of the reflective nature of the construct, and also they tend to be seen as higher order rather than at individual levels. Further research is needed to analyze these dimensions using a quantitative approach at individual levels and testing the conceptual model as presented in the conceptual model. The study is focused on one Asian market (Malaysian students in X University) chosen for its potential growth in the future. Practical implications The present study contributes to the identification of specific students’ needs and attributes including courses and modules, reputable schools, the environment (e.g. campus – near to lecturer, international), helpful lecturers and the university location. Addressing the right brand attributes enhance and clarify the positioning aspect of the university brand, while simultaneously addressing the needs and wants of consumers. For example, by understanding the culture – consumer buying behavior within this setting, marketers or school administrators can identify exactly, which behaviors could be changed and by which mechanism i.e. talking to sponsors, and introducing activities to increase visibility/image in Malaysia. Interacting with sponsors can influence them toward sending students to X instead of to other universities in the UK. Originality/value The study contributes to theoretical knowledge in at least two different ways: by identifying possible corporate brand image attributes and experience that guide brand positioning (for the Malaysian market), and by exploring the relationship between these attributes and satisfaction and behavioral response (WOM) as proposed in the study’s conceptual framework. The study has identified the specific attributes that influence Malaysian students’ early interest in selecting X University via, for example, a recommendation from existing students at X, their sponsors, employers, the courses or modules X offers and location – in London. The study further revealed that corporate brand image attributes of business schools (cognitively and effectively) enhance corporate brand differentiation and positioning (Rauschnabel et al., 2016).

International audience; This study aims to (i) demonstrate the influence of two types of corporate culture (CC), namely collaborative and controlling, on firm-wide integrated marketing communication (IMC) implementation; and (ii) examine the mediating role of IMC on the relationship between CC and brand performance (BP). Data were gathered via a self-administered online survey among senior managers of service businesses (n = 180) and analyzed via path analysis. Findings show that the adoption of a collaborative culture positively affects IMC, and to a greater extent than a controlling culture. It is also found that IMC exerts a beneficial effect on brand competitive advantage. A key contribution of this study lies in providing empirical evidence of the mediation of IMC in the relationship between CC and BP, thus suggesting that, in terms of the resource-based view (RBV), IMC contributes to fostering organizational capability to translate organizational cultural values into competitive advantage.

International audience; This paper investigates the relationship between corporate identity (CI) and CSR and describes how CI can underpin the development and implementation of CSR initiatives; thus helping to clarify how best to implement CSR in business practice. Empirical findings derived from interviews with senior executives in leading UK-based companies reveal the steps that firms take to develop and implement CSR initiatives. The study provides a framework which directs management attention to key CI elements and practices, both strategic and operational, required to sustain different stages of CSR implementation. Using CI as a unifying platform, the framework clarifies how CSR originates strategically from CI values and founder's vision as explicated in mission statements, which legitimize CSR and develop a shared culture. CI plays a role in implementing CSR via communication and senior management behavior which impact employee identification with organizational values and goals and behavior, which relate to voluntary participation in CSR.

Online user-generated content (UGC) includes various forms of computer-mediated online reviews, ratings, and feedback. The impact of online consumer reviews has been widely studied particularly in e-commerce, online marketing, and consumer behavior domains using text-mining and sentiment analysis. Such studies often assume that consumer-submitted online reviews truly represent consumer experiences, but multiple studies on online social networks suggest otherwise. Drawing from the social network literature, this paper investigates the impact of peers on consumer willingness to write and submit online reviews. An empirical study using data from “Yelp,” a globally used online restaurant review website, shows that the number of friends and fans positively impacts the number of online consumer reviews written. Implications for research and practice are discussed.

International audience; This article investigates the factors influencing mobile payment in China's bottom-of-the-pyramid (BOP) market via in-depth interviews with mobile payment users in several geographic regions in China. This article investigates factors influencing mobile payment adoption in the BOP context. The results show that product bundling, aftersale services, interference from other institutions, perceived corporate integrity, and monopoly and information opaqueness can influence mobile payment adoption in the BOP context. The findings will help practitioners understand and improve mobile payment adoption in the BOP context.

International audience; Internet penetration and usage are accelerating in all countries due to individuals using online platforms to express their views and opinions. These activities are conducted widely in emerging economies such as India. There, internet penetration usage level in 2016 was 34.8% - primarily undertaken by young adults aged between 18-35 years. While there are multiple studies regarding online image, personal branding, digital sharing and consumption, no extant work has yet explored online activities in terms of projected individual online image though this has been explored offline in terms of self-marketing (Belk, 2013). This projection may be termed 'surrogate branding'. It refers to managing online individual images that help them become digital brands. To assess this further, ethnographic and netnography studies were utilised to understand behavioural patterns and gain insights. The findings revealed four significant dimensions related to surrogate branding of individuals. These are implantation, prenatal, embedded and exultation.

International audience; The purpose of this study is to examine internet users’ experience and gratifications of social media, which affect the utilization of the medium. The research model was developed in hierarchical multiblock, which consists of three key psychological components–personal, tension release, and social–that are derived from the Uses and Gratifications theoretical perspective. Data were collected through stratified probability sampling of 428 social media users using a web-based questionnaire. They were selected because they spend a significant amount of time on social media sites, at least on Facebook, Twitter, YouTube, LinkedIn, and Instagram. Based on hierarchical multiblock PLS analysis, the results confirmed that social media utilization is affected by three key component psychological factors. All of these factors play a significant part in influencing user attitude toward utilizing social media. The findings are believed to increase understanding, especially for user-experience designers (UXD) concerning venues that can be used for direct targeting in designing social media marketing. The implications and recommendations for future research are discussed.

International audience; This research investigates the impact of brand perception on brand loyalty and brand purchase intention using the lenses of complexity theory. First, the study conceptualizes and operationalizes perceptional and behavioral components of brand equity. It then examines the dimensions of brand perception, and by assessing the consequences of favorable brand perception, the study enables a better understanding regarding whether a brand marketing approach helps to improve marketing performance. The research was conducted using a mixed methodology, beginning with interviews in order to gain a better understanding of the relationship between the dimensions of brand perception. These were followed by a questionnaire survey, and the resulting data were analyzed through content analysis and fuzzy-set qualitative comparative analysis (fsQCA). The results indicate that brand awareness, perceived quality, brand association, brand fondness, brand image, and product country image have a strong impact on the management of brand perception. The finding illustrates that it is the combinations of various perceptional elements of brand equity rather than any single factor that have strong impacts on brand loyalty and brand purchasing intention. The results support the importance of brand perception for the fashion industry, which needs to be more interactive in order to increase their customers' brand loyalty and brand purchasing intention.

All theory is based on a set of seminal concepts and empirical research that are assumed to be replicable and inviolate over time. Recent changes in technology, consumer habits, demographics, and marketplaces, however, have raised questions about the applicability of advertising theory developed in a mass-media environment to today's interactive marketplace. The current study explores this idea by replicating the most-cited study in advertising research, the elaboration likelihood model, of which just three of 27 findings were replicated. The current results advocate further replication of historical studies to verify their current value for ongoing scholarship.

Purpose – This study aims to explore advertising strategies by US corporations selling consumer services overseas. Attention is extended to determining the type of standardized advertising (pattern vs prototype) that US headquarters tend to use in international campaigns, identifying major obstacles that impede advertising standardization and examining linkages between the use of creative approaches (standardized vs localized) and firms ' length of business and sales volume. Design/methodology/approach – Using a descriptive approach and rigorous sample, the authors surveyed international advertising managers of US firms selling consumer services. A 57 per cent response rate provided the basis for testing two research questions and two hypotheses. Findings – US firm headquarters tend to lean more toward the use of prototype standardization than pattern standardization. The major impediments of standardized campaigns are perceived to be cultural differences, alternatives in consumer lifestyles, language div...

Purpose – The purpose of this paper is to describe, review and critique the concept of integrated marketing communications (IMCs) and to suggest ways forward conceptually and managerially. Design/methodology/approach – This paper critically reviews the emergence, growth and current status of IMC. Findings – As the authors consider IMC diffusion in business practice, its generic acceptance in terms of theory and obstacles or difficulties standing in the way of further developments, this leads to positioning IMC more ably, strengthening its theoretical foundations, critiquing its contribution so far and assessing conceptual and managerial issues. Research limitations/implications – As a critical review, the authors draw upon data from wide variety of academic IMC research. However, there is an identifiable specific need for in-company empirical research. Practical implications – Where IMC is applied in a strategic way, with a view to creating synergy among the different marketing communication elements to achieve short- and long-term returns, the approach can be and is associated with greater consistency among messages and functions, and leads to cost savings, easier working relations between different departments, better utilisation of media and promotional mix elements, together with greater efficiency and enhanced returns. Originality/value – The value of the paper lies in its detailed review of the literature, IMC’s significance in terms of conceptualisation and business practice, and underlines the need for further in-company research.

Purpose – The purpose of this paper is show how sponsors in a major sponsored event may react when facing a potential doping affair. The Tour de France cycling competition is a premier global sporting event – broadcast worldwide – and thus attracts very significant sponsorship. Cycling teams are named after their team sponsors. Recent global news has, however, shown that there are doping scandals involved in this event which impact both teams and team sponsors. When a doping scandal occurs in a team, the sponsors have to react rapidly and expeditiously to protect their brand reputation. Design/methodology/approach – To ascertain potential reactions, team sponsors are interviewed in depth and their reactions to a doping affair assessed. The sponsors represent different brands and their commitment as team sponsors also varies. Findings – Research shows that sponsors react similarly when a doping scandal occurs in their team and adopt similar communication strategies in that situation. While best practice is apparent, doping policies put into place by sponsors nevertheless differ. These practices are more than just preventative in nature, i.e. they anticipate and try to prevent doping affairs. Practical implications – The teams and sponsors are engaged in a long-term relationship to build brand heritage. Undoubtedly, doping is taken very seriously, as consequences can be severe. In this sense, the sport, the teams and the sponsors share the same vision and objectives. Originality/value – Team sponsors reactions while facing a potential doping affair have not yet been assessed. Best practices become visible which might serve as guidelines in other global sporting events, also generating significant sponsorships.

Purpose of the paper: This paper has a dual objective: it explores how to build an effective awareness/education program in terms of customer education (CE) and verifies how this can lead to improved satisfaction and whether customers find value in the education involved in these programs. Methodology: It consists of a literature review on the role of CE, a description of two models - the ‘5Ms’ CE Model and that of Honebein and Cammarano, and adaptation/application of these to two major Italian coffee firms via qualitative research. Findings: Findings indicate that the adapted models fit well with the coffee industry and outline CE dimensions which - if applied - could help underpin increased customer satisfaction in the B2D (business-to-distributor) sector. Research limits: Despite the research contribution, this is an exploratory study that needs to be applied to a larger number of cases, and subsequent empirical testing via quantitative methods. Practical implications: The application of these models to the B2D sector allows the suggestion of strategies to better develop CE programs. Originality of the paper: CE plays an important role in satisfaction, particularly in industrial markets (B2B). However, little is known about CE’s educational effect in terms of ROI related to satisfaction in the B2D sector. In addressing this, two models of consumer education are analyzed and applied to the Italian coffee B2D market.

PurposeThis paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational stakeholders’ trust, loyalty and commitment by using commitment/trust theory.Design/methodology/approachThis research design utilises explanatory research at the preliminary stage, as informed by the literature and conceptual framework. The subsequent model was examined via a positivist survey carried out among stakeholders in high-end retail stores in London. Structural equation modelling (SEM) via AMOS was conducted to gain insight into the various relevant influences and relationships.FindingsThe results indicate that identity and strategy are key drivers of integrated corporate communication, and they serve to build stakeholder trust, loyalty and commitment.Originality/valueThe paper shows that while practitioners have indicated that integrated marketing communication is important for organisations, there are a few other areas of concern with regard to consequences related to trust, loyalty and commitment, especially in a retail context. This paper empirically examined relationships between these constructs by validating a conceptual model by using SEM.

Purpose This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically test a number of hypotheses related to the constructs of these antecedents and consequences. Design/methodology/approach A model of the IMC antecedents and consequences of planned brand identity was tested in a survey conducted among stakeholders in two London-based universities. Structural equation modelling (SEM) was applied to gain insight into the various influences and relationships. Findings The study identifies and confirms key constructs in planned brand identity. IMC antecedents of planned brand identity, such as brand elements, service attributes, public relations and place/country of origin, were found to positively influence the planned brand identity consequences of awareness, image and reputation. However, websites, social media, advertising and direct marketing were not found to have significant influence. Research limitations/implications The focus on two UK universities limits the generalisability of the findings. Future research should be conducted in other country settings to test the relationships identified in the present study. Also, future research may build on the study’s findings by investigating the attitudinal and behavioural consequences of brand identification in the higher education context. Practical implications Professionals responsible for universities’ promotional and branding activities need to evaluate the relative contributions of the IMC antecedents of planned brand identity. Brand elements such as design, colour and name, for example, should be reviewed to determine whether modifications are required in different international markets. The increasing prevalence of social media, one of the key antecedents of brand awareness, offers opportunities for universities to engage in brand co-creation by interacting with past, present and future students on relevant digital platforms. Finally, the place/country-of-origin cue is of particular relevance to institutions of higher education given the increasing numbers of students at both undergraduate and postgraduate levels who are choosing to study abroad (Melewar and Akel, 2005). The attraction of the UK as a country to study in, or the appeal of individual cities such as London, should be fully integrated into universities’ IMC strategies. Originality/value The study makes two main contributions. First is the theoretical contribution by identifying the core IMC antecedents and consequences of planned brand identity for universities and from this extrapolate key directions for future research. Second it is indicated that a number of managerial implications are designed to assist in the formulation of improved professional practice.

Purpose – The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. Given modern communication contexts, it is appropriate to question the model’s validity and relevance. Design/methodology/approach – The authors develop a conceptual approach, based on a fully comprehensive and extensive review and critique of ELM and its development since its inception. Findings – This paper focuses on major issues concerning the ELM. These include model assumptions and its descriptive nature; continuum questions, multi-channel processing and mediating variables before turning to the need to replicate the ELM and to offer recommendations for its future development. Research limitations/implications – This paper offers a series of questions in terms of research implications. These include whether ELM could or should be replicated, its extension, a greater conceptualization of argument quality, an explanation of movement along the continuum and between central and peripheral routes to persuasion, or to use new methodologies and technologies to help better understanding consume thinking and behaviour? All these relate to the current need to explore the relevance of ELM in a more modern context. Practical implications – It is time to question the validity and relevance of the ELM. The diversity of on- and off-line media options and the variants of consumer choice raise significant issues. Originality/value – While the ELM model continues to be widely cited and taught as one of the major cornerstones of persuasion, questions are raised concerning its relevance and validity in 21st century communication contexts.

Purpose – The purpose of this paper is to examine differing attitudinal characteristics (attitude and subjective norms) and perceptions of coupon characteristics (coupon value and coupon expiration date) towards coupon redemption based on psychological and demographic segments of consumers who may well differ in their purchase motivations and accompanying decision making. Design/methodology/approach – Following a detailed literature review, the characteristics are examined by means of a structured questionnaire administered via “mall intercept” to a convenience sample in major shopping areas in Malaysia. Findings – Following a variety of statistical tests, the findings support the use of coupon proneness, value consciousness, price consciousness and brand involvement as separate variables underpinning coupon usage propensity and indicated the value of coupons if used judiciously in relation to pre-identified segments. Research limitations/implications – The limitations associated with convenience sampling apply here, that is the findings cannot be generalised. Practical implications – The basis for sound parameters for the use of coupons are of value to marketing management. Originality/value – The paper offers an unique insight into coupon propensity and usage from a little-known economy. Its value lies in the degrees of support offered to findings from more advanced economies and a basis for differentiation in the Malaysian context.

Purpose The purpose of this paper is to consider the development and application of marketing theory and practice over time and its current status. The terms “brickbats” and “bouquets” are used as metaphors to extend praise or criticism for marketing. In doing so, the authors draw upon the views of leading theorists over time and apply these in the current environmental context. Design/methodology/approach The approach adopted is discursive, critical and conceptual. Findings Following literature review, and drawing upon current examples, marketing as a discipline is subject to both kudos and criticisms. Nonetheless, it is concluded optimistically in that marketing can be an even greater source for societal good. That “goodness” is partly based upon the added impetus of social media adoption and use by consumers, the need for growth and accelerative innovation in the digital age coupled with the democratisation of consumption. Nonetheless, the authors offer the caveat that free competitive markets lead to market failures, and the need for market regulation by governments is becoming more evident. Research limitations/implications The implications of the paper are profound. Academics should be concerned in and involved with marketing theory. Questions need to be raised concerning non-robust definitions of marketing and its application. The authors wait for a consumer-led approach to marketing to add depth to the marketing theory. Practical implications Marketers need to be made more accountable for their actions. Consumers need to become part of the marketing process. Marketing claims need to be verified by delivered benefits. Companies need to take steps to ensure that the marketing process does not end at purchase. Satisfaction needs to be made manifest. Likewise, dissatisfactions need to be managed well as part of the marketing process. Social implications Too much marketing currently is relatively unregulated in the sense that there are so few opportunities to evade its myriad reach and – despite social media – little chance of changing marketing practice for the good of societies. Many criticisms of marketing practice are not being addressed in the literature. Originality/value Marketing is a vibrant force in all nations and markets. It is deeply rooted in business practice. It is contemporaneous and relevant. It is global and national. But, it is not entirely all good news. There are caveats and criticisms as well as kudos and praise. While both are addressed here, the topic needs to be considered for marketing and its accompanying theory and practice to change.

PurposeThis paper aims to develop a framework that links the concepts of place branding, place image and place reputation. Focusing on the antecedents and outcomes of place branding in the context of an emerging country, namely, Iran, the model further examines critical moderation variables.Design/methodology/approachA qualitative approach was undertaken, comprising face-to-face in-depth interviews with 15 respondents, involved in communicating about their country for various purposes such as encouraging tourism, promoting exports and attracting investments. Based on analysis of the qualitative data, a comprehensive framework for place branding was formulated.FindingsFindings indicate that the key indicators of identifying a place brand come under two headings, namely, national culture (country’s name, country’s brand, country attributes, social changes, geography and environment, people, culture (history, language, etc.) and infrastructure (security, economic condition, technological advancement, tourism development goals, place marketing and promotional strategy), which influences on the favorability of place branding. In addition, five main moderators of the outcomes of place branding were identified, namely, political perception, social media and news, place awareness, place association and tourism experience.Practical implicationsEffective place branding could help a country attract tourists, visitors, traders and investors. Place branding should be considered a constructive tool that can be successfully applied to managing a country’s image.Originality/valuePlace branding has received little attention in the context of emerging markets. This is the first known study undertaken with a view to understand and develop a place branding model that links with place image and place reputation in an emerging country. The study identifies 12 antecedents of place branding and five important moderators. Findings will help policymakers, country brand managers and communication professionals more generally who deal with a country’s image and reputation and those involved in improving the tourism industry in Iran.

This issue of the Journal of Marketing Communications presents a diverse selection of papers from various parts of the world including South Korea, The Netherlands, USA, Australia, United Kingdom a...