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As sport league brands have increasingly extended their marketing activities into foreign countries, international brand positioning has become a relevant research topic. In this research, we introduce and examine the concept of bicultural brand positioning, an approach that combines a sport league's connection to its home country with target-country associations. We integrate bicultural identity theory with the literature on brand benefits to propose two types of bicultural brand positioning: functional versus symbolic. Three experiments, using the National Football League and German satellite fans as the empirical context, provide evidence that bicultural brand positioning incorporating functional (vs. symbolic) benefits for the satellite fans increases bicultural brand image integration, defined as the perceived compatibility of combining the two country cultures, and has positive indirect effects on intentions to use the brand and positive word of mouth. These effects are driven by increased perceptions of cultural authenticity of the brand and brand convenience. [ABSTRACT FROM AUTHOR]

The engaging and relational nature of podcast listening creates a special media environment for brands. Guided by media context effect perspectives, this study employs a national survey to examine how content engagement, host–audience relationship, and advertising format associate with listeners' brand attitudes, as moderated by advertising receptivity. The findings reveal that content engagement could play both positive and negative roles. The host–audience relationship, including both relational perceptions and actual online interactions, and the host-read advertising format are positive predictors. In addition, advertising receptivity could either enhance or reverse some of the associations. Finally, the identified patterns differ by podcast genre. [ABSTRACT FROM AUTHOR]

Purpose: Researchers, with the widespread acceptance of Web-based technologies by companies, have recently discovered a new type of social capital through these mass communication tools, but there is still limited knowledge about its formation. Therefore, this study specifically aims to conceptualize and validate brand social capital (BSC) by analyzing the role of the online brand community's social media capital (OBCSC). Design/methodology/approach: Research data was collected using a questionnaire with 39 closed-ended questions. Participants, among the 220 questionnaires distributed, only returned 140 acceptable questionnaires, indicating a response rate of 64%. The statistical population of the study included managers and employees of e-commerce companies active in social media in the field of B2C who introduce and sell their products and services on various types of social networking websites. This study performed data analysis using structural equation modeling with partial least squares. Findings: The results showed that OBCSC has a positive and significant effect on the integration of brand knowledge, branding co-creation and sense of belonging to the brand community, and in addition, using the mediating role of these three variables, it also has a positive effect on BSC. This study rejects only hypothesis 8 among all the hypotheses formulated, which shows that the sense of belonging to the brand community has no significant effect on branding co-creation. Originality/value: By conceptualizing a new phenomenon called BSC and how its conversion mechanism is, this research defines a specific and formulated path to better identify the results of the organizational use of social media. In addition, it significantly contributes to increasing managers' understanding of the importance of online brand community activities in internalizing customer brand knowledge within the company and turning it into wealth. [ABSTRACT FROM AUTHOR]

The emergence of educational institutions shows the concern of society and government. The presence of new educational institutions with their respective advantages and uniqueness will add to the image and characteristics possessed by these educational institutions. In addition, there is very tight competition between educational institutions with each other. Educational institutions should have the right strategy. This study aims to analyze the role of cultural integration in branding strategies specific to Islamic primary education at the Islamic Association of Banjarsari Islamic Community Madrasah, Ciamis, and findings that demonstrate how culturally relevant branding has positively impacted stakeholder engagement, student enrollment, and community trust. This study uses a qualitative approach to explorative analysis in natural settings. Data collection techniques by way of observation, interviews, and documentation. Informants included 1 head of Madrasah, 6 educators and educational staff, and 3 guardians of students. Data analysis techniques by means of transcripts, coding, grouping, comparing, and contrasting. Test the validity (verification) of the data is done by using triangulation of sources and techniques. The results of the study show: first, the strategy used to introduce the institution to the public is the existence of attributes on the brand, then the brand provides benefits to all stakeholders, the brand has values, culture, and reflects personality, and the brand gives an impression to service users. Second, the public's attraction to MI PUI Kaum is due to the strength of the brand (brand strength), trying to make the brand the first choice (brand favorability), and creating uniqueness in educational institutions that are not owned by equivalent institutions (brand uniqueness). Third, the implication of efforts to build a brand image at MI PUI Kaum is an increase in the number of students every year, there are contributions to development funds obtained from government agencies, the community, and alumni, increasing public trust in Madrasah Ibtidaiyah Persatuan Umat Islam Kaum Banjarsari. [ABSTRACT FROM AUTHOR]

Purpose: The research focuses on esports branding in the era of globalization, with a multimethod analysis of the FIFAe World Cup. Methodology: This research was conducted in two parts: quantitative and qualitative. The statistical population of this study was experts in the field of brand and esports. Twenty people from the research community were interviewed and selected as the statistical sample of the research. This research uses Fuzzy Delphi, the balanced scorecard, and the Fuzzy Analytic Hierarchical Process. Finding: The qualitative section identified the most critical challenges in developing the FIFAe World Cup brand using the Fuzzy Delphi method, resulting in 17 concepts. In the quantitative part, the fuzzy analytic hierarchical process determined the priority of each challenge affecting brand development. The study found that Weakness in the management structure was the most critical challenge from the perspective of internal processes, neglect of research was the most significant challenge from the perspective of growth and learning, ignorance of new methods of monetization and sponsorship were the most critical challenges from the standpoint of financial aspects, and Weakness in service quality was the most vital challenge from the perspective of customers. Originality: The implications of this research suggest that using this model can help familiarize managers with priorities for addressing brand development challenges of the FIFAe World Cup and enable the integration of brand performance evaluation. Overall, this study provides valuable insights into the challenges and strategies for developing the brand of the FIFAe World Cup and offers a structured approach for addressing these challenges. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Economy Business & Management is the property of Journal of Economy, Business & Management and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

1. INTRODUCTION Considering the competition among online retail websites due to the increasing number of such platforms, it is crucial to attract and retain customers, create conditions for them to return and make purchases. The concept of "flow experience," rooted in psychological science, fosters a strong connection between customers and the brand or website, leads to engagement and repeating visits. A website that enables users to enter a state of flow not only benefits consumers but also adds value to the company by promoting revisits. Therefore, this study aims to answer the question: Does the flow experience impact brand engagement and the intention to revisit the digikala website? 2. MATERIALS AND METHODS The current research is applied in terms of its purpose and data collection and is considered as a quantitative study. Three methods were utilized for data collection: document and library research, electronic article analysis, and field research. The research statistical population includes individuals who have visited the "Digi-Kala" website and made online purchases. Due to the unlimited number of website visitors in Hamadan city, a sample size of 384 individuals was selected for the study. 3. RESULTS AND DISCUSSION Due to the non-normality of all variables in the current study, structural equation modeling was used and PLS software was employed. The first hypothesis results indicated that attention focus positively and significantly influences brand engagement. The second hypothesis results revealed that attention focus has a positive and significant impact on the intention to revisit. The third hypothesis findings demonstrated that perceived control positively and significantly affects brand engagement. The fourth hypothesis results showed that perceived control has a positive and significant impact on revisit intention. The fifth hypothesis results indicated that perceived pleasure influences brand engagement positively and significantly. The sixth hypothesis results showed that perceived pleasure impacts the intention to revisit, suggesting a positive and significant effect on revisit intention overall. Lastly, the seventh hypothesis results demonstrated that brand engagement positively and significantly influences the intention to revisit. 4. CONCLUSION This study aimed to explore how immersion experience affects brand engagement and the intention to revisit the Digi-Kala website. The results of the first hypothesis suggest that individuals who are highly focused on their interactions with the brand, and who exert control and attention in these interactions, establish a connection with the brand. This connection leads to an emotional bond between the customer and the brand, which is further strengthened when the customer actively participates in purchasing products, leading to a deeper integration with the brand. According to the second hypothesis, which focuses on the impact of attention on revisit intention and the level of immersion for customers with high attention focus, shows that unique features created by the desired brand in a positive manner for its customers play a crucial role. Similarly, the third hypothesis examines the influence of perceived control on brand engagement. The findings from previous discussions suggest that perceived control indeed affects brand engagement. In conclusion, it can be inferred that perceived control has a positive and significant impact on brand engagement. Considering the fourth hypothesis regarding the impact of perceived control on the intention to revisit, the findings from previous discussions suggest that perceived control indeed influences the intention to revisit. Customers who perceive a sense of control over the brand they are using are well-acquainted with the various aspects of the brand (DJ Kala website) and have conducted thorough research in this domain. This perception stems from a sufficient understanding and mastery of the website environment. Considering the fifth hypothesis concerning the influence of the pleasure of perception on engagement with the brand, it can be inferred that the pleasure of perception does impact engagement with the brand, encompassing the enjoyment and excitement of utilizing the DigiKala site. Considering the sixth hypothesis that examines the impact of perceived pleasure on the intention to revisit, the preceding discussions suggest that perceived pleasure indeed influences the intention to revisit. This influence encompasses the enjoyment and interest in utilizing the DigiKala site. Considering the seventh hypothesis that explores the influence of brand integration on the intention to revisit, it is evident that brand integration affects the intention to revisit, including customers' enthusiasm for utilizing Digikala's services and the longevity of their usage. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to investigate the determinant factors as barriers and facilitators of the B2B degree of digital use and customer–brand engagement in travel services by applying technology and behavioral theories. Design/methodology/approach: A face-to-face survey was administered to retail travel agencies offering offline and online services (N = 301). Structural equation modeling using the partial least square method was conducted using Smart PLS 3.0 software to examine the proposed hypotheses in the research model. Findings: The results revealed that the integrated composite model significantly predicts the B2B degree of digital use and brand engagement. The study established that facilitators had positive effects, and barriers negatively impacted the degree of digital use, which positively impacted brand engagement. However, the facilitator perceived cost and barrier lack of critical mass showed the opposite influence. The effects of facilitator customer pressure and barriers, information and communication technology infrastructure problems and security risks were insignificant. The results also established that the buyer firm size moderated the relationships between barriers and facilitators with the degree of digital use. Originality/value: This study combined technology and behavioral theories to explain the buyer–seller relationship. The expanded framework contributed to understanding B2B digital usages and brand engagement in the seller–intermediary relationship. This study conceptualized firm size as a contingency variable and established its moderating effect. The study defined cost as a formative construct and an organizational factor. The study suggested practical implications for travel agencies and online travel service sellers. [ABSTRACT FROM AUTHOR]

This study analyses temporary employees' perceptions and experiences with respect to temporary employment companies (TECs), which contract them, and to the companies where they provide their services. Their level of possible integration in the strategies of employer branding in both types of companies is analysed. To that end, both the causes for their satisfaction or dissatisfaction with those companies have been studied and the temporary employee Net Promoter Score (eNPS) has been analysed in order to determine to what extent they may act as a company branding ambassador. This analysis has been carried out on the basis of two investigations conducted among employees from the same TEC before and after the Covid-19 pandemics, which has allowed us to count on a series of values to identify trends and, at the same time, to ascertain their impact on this type of employees caused by such a dramatic and global event as the recent pandemics started in 2020. With this in mind, we have reached a set of conclusions on how to improve the integration of this type of workers in companies through the improvement of internal communication and the strengthening of the corporative culture to foster their role as branding ambassadors in the companies where they operate. [ABSTRACT FROM AUTHOR]

This content analysis explores how often implicit brand integrations occur in YouTube videos that were created for child viewers. The study also investigates how often advertising disclosures appear along with the videos that include brand integration. Results indicate that brand integration occur the most often as a branded product becomes a prop or in the background (i.e. product placement), and this type of brand integration tends to have the least advertising disclosure. Brand integration with influencers actively using/interacting with the branded products in the video (i.e. product integration) followed the official advertising disclosure policy the most. Moreover, product integration was more likely to show the disclosure of advertising at the beginning and the end of the videos than product placement. The blind spot in advertising disclosure policy for implicit brand integration techniques on child-friendly YouTube channels should be reconsidered. [ABSTRACT FROM AUTHOR]

As customers become immune to most forms of advertisement on the Internet, marketers seek new ways to get the attention of branded content. As podcast content on YouTube gains more and more users’ attention in the world and Lithuania, it raises the urge for both marketing professionals and researchers of the marketing field to analyse the possibilities of brands and its content integration in the podcasts. The problem analysed is how effectively integrate brand content into Youtube podcasts in Lithuania. Thus, the paper aims to analyse the phenomenon of brand content integration and to reveal its possibilities in You-Tube podcasts in Lithuania.

Tom Wagner's book, "Music, Branding, and Consumer Culture in Church: Hillsong in Focus," explores the connections between Hillsong Church and branding. Wagner argues that branding is not just about commercial and marketing aspects, but is closely tied to the spirituality and lifestyles of Hillsong attendees. The book covers a wide range of topics, including the function of brands, the experience economy, megachurches, and the role of music in Hillsong's branding. However, the book does not extensively address the controversies and critiques surrounding Hillsong. Despite its historical perspective, the book offers valuable insights into the integration of branding and spirituality in a brand-conscious religious landscape. [Extracted from the article]

Ambush marketing is a contentious practice whereby brands communicate an association with an event without being an official sponsor. Those involved in sponsorship commonly try to limit it by restricting ambusher activity in event contexts. We introduce theoretical ideas around distinctiveness to explain that sponsors may actually fare better in terms of awareness outcomes when ambushers are present in the event context, if they strategically use ambusher presence to highlight their own distinctive sponsor status. Across two experiments we show that sponsor distinctiveness can be achieved by communicating sponsorship exclusivity in ambusher presence, and by facilitating juxtaposition of sponsor and ambusher messages. Results include increased recall to sponsor cues, and reduced recall to ambusher cues. The findings suggest ambusher restrictions may sometimes be counterproductive. [ABSTRACT FROM AUTHOR]

[Display omitted] • Analysis of tobacco flakes with ATR-FTIR spectroscopy integrated with linear and non-linear machine learning algorithms. • Distinguishing tobacco samples from nine distinct brands. • Peaks present due to polysaccharides, proteins, and alkaloids present in tobacco. • Employing unsupervised and supervised algorithms to accurately classify and differentiate tobacco samples. • Validating the proposed technique with unidentified samples. This study investigates the differentiation of cigarette brands through an integration of machine learning algorithms and attenuated total reflectance – Fourier transform infrared (ATR-FTIR) spectroscopy. The spectral properties of tobacco flakes from 180 samples representing nine different cigarette brands are studied using ATR-FTIR spectroscopy. The spectral data revealed significant peaks corresponding to various chemical components, such as polysaccharides, proteins, and alkaloids, including nicotine, which are characteristic of tobacco. To classify the cigarette brands based on these spectral peaks, one linear (Linear Discriminant Analysis) and four non-linear machine learning algorithms, including bagging (Extra Trees and Random Forest) and boosting (Categorical Boosting and Light Gradient Boosting Machine) classifiers were applied. Among these methods, LDA achieved the highest accuracy and performance scores, indicating superior performance in distinguishing between the cigarette brands, followed by Extra Trees and CatBoost classifiers. The successful application of the proposed methodology highlights their effectiveness in managing high-dimensional spectral data, enhancing accuracy and robustness in classification tasks for ensuring reliable differentiation between similar tobacco products. Along with applications in quality control and illegal tobacco trade, this integration can be extended to numerous applications within the tobacco industry and beyond, paving the way for improved analytical methods in various fields. [ABSTRACT FROM AUTHOR]

In this era of razor-edge competition, marketers strive to outperform their rivals by improving their brands. Increasing brand coolness may be the best way to do it. This study used a stimulus organism response (SOR) model by integration with brand attribution theory to conduct a cross sectional study using purposive sampling technique and surveying young consumers of smart gadgets in Pakistan. A total of 1,178 responses were received and analyzed by structural equation modeling. The results found a positive impact of brand coolness (stimulus) on brand love and brand engagement (both modeled as organism). Brand experience moderated these links. Brand love and brand engagement also mediated the relationship between brand coolness and consumer well-being and delight (both modeled as response). The findings suggest a very important contribution to theory and practice by testing unexploited outcomes of brand coolness. Especially, this study contributes to the consumer well-being literature, again an unexploited aspect of marketing literature. Despite the uniqueness of the findings, the cross sectional design of this study remains a major limitation. Future research may supplement the findings with the help of longitudinal studies. Marketers and practitioners may benefit from this study by improving the coolness of their brands so they may not only increase consumer engagement with the brand but they will also make consumers happy with their brands. [ABSTRACT FROM AUTHOR]

Brand M&A has long been an extremely common strategy for expanding the scale of an organization and entering new business areas, but various signs show that many brand mergers and acquisitions (M&As) do not add value. They often lose money and fail. This research explores the value, scarcity, and non-replicability of resources in corporate M&A, as well as organizational resource management, innovation resource management, and implementation of the combination of resource utilization and brand strategy that incorporate M&As. Taking 03 of China's sporting shoe industry cases, this study uses the literature to collect, analyze, and organize the conversations of high-level managers to compare and integrate the motivations of corporate M&As to conduct confirmatory analysis. Using case studies and cross-border M&A related secondary data from 2014 to 2021 and supplemented by senior executives' conversations, 1,836 articles were collected as analysis units. The research results show that Chinese companies' cross-border M&A's main corporate strategic motives have four key elements: accelerated expansion, integration of resources, brand integration, rapid entry into the international market, and obstacles to the construction of new entrants. The research results also show that integrating resources and brand execution strategies after M&As correlates to their success or failure. The purpose of the research was first to discuss brand M&As and corporate strategies in the Taiwanese context. Secondly, it discusses the issue of the use of resources by the acquired party in specific to emerging trends in consumer resistance to innovation and acceptance of technological innovativeness in the sports industry brands. Third, it analyzes the effectiveness of brand strategy integration and implementation. Finally, it provides a strategic reference for brand M&As in the industry. [ABSTRACT FROM AUTHOR]

Copyright of Actas de Diseño is the property of Facultad de Diseno y Comunicacion, Fundacion Universidad de Palermo and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Co-creation is a rapidly emerging area of research. However, there is a lack of understanding as to how organizations use co-creation to build relationships and generate value. How does participation emerge and what outcomes does it deliver? To generate insight into the co-creation process, we created an online brand community. Our findings show that people participate in a community because it offers them the chance to find fulfillment, to express their creativity, and to socialize. The findings have significant implications for marketing, branding, and research professionals because the research shows that managers have to see participants as integral to the brand. [ABSTRACT FROM AUTHOR]

Purpose: Numerous companies have launched brand pages (BPs) on social networking sites to enhance customer-brand communication, cultivate the customer-brand relationship and promote brand loyalty. This study aims to investigate how BP affordances support social commerce. Design/methodology/approach: The study devises a theoretical model linking the proposed BP affordances (visibility, selectivity, persistence and interactivity) to three customer values (relationship quality, brand experience and smart shopping feeling [SSF]) to encourage brand loyalty and BP endorsement on the part of the customer. Findings: Data collected from 591 respondents support all proposed hypotheses. The model explains high variances in brand loyalty and BP endorsement, indicating that relationship quality plays a more salient role in producing brand loyalty, while SSF plays a more important role in eliciting BP endorsement. Originality/value: The study is unique in four ways. First, drawing on the lens of affordance, it proposes specific affordances for BPs and offers empirical results for their applicability. Second, by incorporating CDL into the research model, it illuminates the high explanatory power of these proposed BP affordances on the three customer values. Integrating the S-O-R model with the affordance perspective and CDL provides a more complete picture of the BP phenomenon. Third, it extends the reach of existing work by examining BP endorsement in social media as a dependent variable beyond brand loyalty, with SSF included as another source of values to shed more light on the relationships depicted in the model. Fourth, by taking trait competitiveness into account, it sheds further light on relationships between customer values and BP endorsement. [ABSTRACT FROM AUTHOR]

This article aims to identify what an innovative brand is from the perspective of business managers in a region of Brazil, and describe how they manage innovative brands. A multiple case study was carried out with five innovative companies from four economic sectors: telecommunications, information technology, chemicals, and electricity. The interviews with these managers were processed with content analysis, being established sixteen categories which include: definition of innovation; innovative brand features; reasons for innovation; relationship between brands and innovation; area responsible for innovation; dissemination of innovation; organizational culture of new ideas; types of innovation; reduction of time, costs and risks to innovation; relationship between the company and the market; brand strategies; brand personality; integration of the end consumer into innovation; rewards for the consumer; and brand heritage. At the end, theoretical and managerial contributions are presented that can be applied or adapted to other organizations in their process of innovation and brand management. In this sense, it is important to highlight that, in the studied cases, incremental innovation is dominant; the stage at which successful innovations improve consumer brand awareness, attitude, and usage prevails; and the companies studied could be distributed in two of the innovation possibilities proposed by Brexendorf et al. (2015): follower brands and craft-designer led brands. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Tea Science is the property of Journal of Tea Science Editorial Office and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

While federal regulations and alcohol industry self-regulation have been exhorting alcohol advertisers to include warnings, such as legal drinking age, on alcohol advertisements, it is rare to see this practice on social media. This study investigated the effects of warning conspicuity and warning-ad claim integration on under-drinking-age youth's reactions to beer brand posts on social media (i.e., Instagram) and explicated the underlying mechanisms. The findings demonstrate that large-sized warnings (versus small-sized warnings) and integrated warnings (versus nonintegrated warnings) attract more visual attention, respectively. When warnings are integrated to the focal claims of the brand posts, a big-sized warning evokes greater state reactance than a small-sized one. However, when the warning is separated from the claim, a small-sized warning triggers higher reactance than a big-sized one. Underage participants' state reactance mediates the interaction effect of warning conspicuity and warning integration on brand attitudes and intentions to interact with the brand posts, which in turn affect their intentions to drink alcohol, respectively. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this study is to explore and compare how fashion and apparel brands are using the multiple available channels to increase the number of touchpoints with clients by evaluating the use of multichannel and omnichannel strategies. Design/methodology/approach: To determine the differences between fashion and apparel brands in terms of marketing channel used, a multiple case study approach was selected based on a sample of nine well-known and successful fashion brands from three different price segments. The research was carried out by analysing the online and mobile presence of the brands, company reports, news, magazines, and other types of articles. Findings: The results illustrate that fashion brands tend to act in the same way and have only slight differences concerning the number of channels and features available to clients despite the price segment they belong. The findings indicate that the brands under study have good channel integration, order tracking, on-line communication, and social media. Overall, the findings allow concluding that irrespective of the price segment, all fashion brands act almost in the same way and present only slight differences between the number of channels used and features available. Originality/value: The current study provides an innovative price-segmented comparison on channel use and integration by fashion brands' and additional valuable information about channel strategy that can be used to guide new comparative research and helps new brands defining points-of-parity and points-of-difference with regard to market standards. [ABSTRACT FROM AUTHOR]

As a result of the diminishing effectiveness of broadcast advertising, firms are increasingly turning to product placements in films and television to promote their products. A growing stream of product placement research has conducted surveys of consumer and practitioner views on the practice and experiments to gauge product placement's impact on brand awareness, attitudes, and purchase intent. However, there is no evidence of whether firms' investments in film product placements are worthwhile. The event study of 126 product placements in successful films during 2002 reveals a mean cumulative abnormal return of .89% during the film's opening, indicating that product placement in a successful film is associated with positive movements in firm stock prices. Cross-sectional analysis of the returns offers new insight into how product, film, and execution factors influence the placement's worth. The authors find that placement abnormal returns are enhanced by tie-in advertising and brand equity but are inhibited by audience absorption, critical acclaim, and violent film content. Placement modality, character associations, and blatancy also significantly affect the placement's value. [ABSTRACT FROM AUTHOR]