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The SARS-CoV-2 pandemic strongly influenced daily practices, and this manifested in social interactions, communications and consumption. This work addresses the relations between branding and cultural trends in strategic communication and advertising in different contexts of the pandemic. First, we reviewed the concepts of branding and cultural trends. From there, it was necessary to develop a methodological proposal to articulate a connotative semiotic analysis with the semiotic square and a cultural trend mapping. The analysis was carried out through an independent and comparative reading of two-time phases: confinement (2020) and end of constraints (2022). Three telecommunications brands in Portugal act as case studies in a random and probabilistic sample of two audiovisual texts from Christmas campaigns each. Finally, a theoretical-operational triangulation is obtained between branding, cultural trends and semiotic analysis in promoting local brands that redefine spaces, social relations, and identity expression during and after the COVID-19 pandemic confinements. [ABSTRACT FROM AUTHOR]

Firms from a variety of industries regularly partner with Formula One racing teams to achieve marketing objectives on an international scale. The sponsored properties offer signals of brand foreignness/localness, country of origin, and the potential for highly visible achievements. Firms enter and exit brand partnerships with some of the world's most famous athletes and iconic teams, yet the partnership decision-making process remains opaque, particularly concerning the impact of geographic origin and team performance among other criteria, including macroeconomic conditions and brand-related factors. This study contributes a quantitative model that analyzes 53 years of data encompassing more than 3,000 sponsorships across six continents. The findings improve understanding of brand partnership continuity/dissolution by explicating a shared nationality effect and a link with sponsored organizational performance that is robust across three distinct eras of Formula One. In doing so, the study contributes to theory by completing the sponsorship performance cycle and distilling partnership limits with regard to brand foreignness. The theory and quantitative analyses are buttressed by interviews with brand decision-makers, excerpts from which also shape the discussion of managerial applications. Implications include efficiencies in partner prospecting that enhance the likelihood of enduring brand relationships in sponsorship-linked international marketing. [ABSTRACT FROM AUTHOR]

The current research examines how the knowledge that a product is made using a traditional method influences perceptions of its quality. We propose that consumers believe that a brand using traditional methods is beneficial for society because it is concerned about cultural preservation and this belief has a positive effect on perceived quality. Six experimental studies show that consumers evaluate products produced with a method described as traditional to be higher in quality than similar products that are not described as traditionally made and this effect is mediated by the belief that the brand is beneficial for society. Consistent with this theory, the positive effect of traditional production on perceived quality is attenuated when consumers view the brand to be unconcerned about cultural preservation, such as when the use of a traditional method is framed as a follower strategy (i.e. it imitates the actions of other brands) or when the brand is a multinational company. By showing that the mere mention of a traditional method can be another subtle way to position a brand as a moral actor, these findings contribute to the understanding of the link between perceived social responsibility and product evaluations. [ABSTRACT FROM AUTHOR]

This research introduces behavioral labeling as the use of names or tags that reflect an associated activity, and it proposes that this can induce corresponding behavior. Contrary to the common intuition that descriptions of behaviors emerge as markings for popular actions (i.e., the label is a consequence of the behavior), the authors propose that a description itself might also induce the corresponding action (i.e., the label is an antecedent of the behavior). Building on linguistic relativity theory and based on five studies conducted in the lab and field, the authors show that merely attaching a fictitious name to a behavior can induce that very behavior. The authors also explore a potential explanation for this finding by showing that a behavioral label can evoke mental imagery regarding the associated behavior, which enhances the implementation of the behavior. The results contribute to marketing theory by introducing behavioral labeling and highlighting how language can shape behaviors. Marketers can use behavioral labels to promote their offerings based on the associated behaviors, while public policy makers can use behavioral labels to encourage prosocial and proenvironmental behaviors. [ABSTRACT FROM AUTHOR]

Consumers differ in the extent to which brands drive their choices. The current research investigates the psychology underlying such decisions by using a cursor-tracking paradigm that captures consumers' decision-making processes in real time. Results indicate that while consumers typically process brand attributes relatively later than product attributes, the timing of this processing varies across individuals and affects choice. Specifically, when consumers trade off brand and product desirability (i.e., when deciding between a more [less] preferred product from a less [more] preferred brand), the earlier that brand attributes are considered, the more likely consumers are to choose the option from the preferred brand. Increasing the prominence of brand (vs. product) attributes leads to earlier brand attribute processing and a higher likelihood of choosing the preferred brand. These findings hold across a limited number of choice trials and for decisions involving three attributes (brand, product, and price). This research highlights the applicability of cursor tracking in revealing the psychological drivers of consumer choices in real time. [ABSTRACT FROM AUTHOR]

This study explored the public's response to the digital brand launch of the Seattle Kraken. Informed by agenda-setting theory and through content and social media analyses, the study identified the initial digital sentiment around the brand and the reach of the virtual conversations. The Kraken were able to encourage favorable conversation about the team by setting the agenda and encouraging consumers to engage with content at specific times during launch. In the first hour after brand launch, consumers focused conversation on the team, the logo and color scheme, and the effectiveness of the launch video. In the following 24 hr, the conversation remained positive and focused on how the brand positively represented the city and region. Through agenda setting, the Seattle Kraken were able to effectively launch their new brand while also setting the stage for positive brand-association development. [ABSTRACT FROM AUTHOR]

This research aims to advance the understanding of audio branding by investigating the effect of an understudied auditory attribute, timbre, in the context of brand audio logos. Specifically, the authors propose, and provide evidence in ten studies, that timbral sound quality in audio logos (i.e., roughness/smoothness) informs abstract judgments of brand personality (i.e., ruggedness/sophistication). Study 1 shows that the industry practice of altering instrumentation, and thus timbre, in audio logos can change personality perceptions of even well-known brands. This effect persists when the sound source is kept constant with various instruments (Studies 2a–2d), with a combination of instruments (Study 3), and in the absence of an identifiable sound source (Study 4). The authors test specific acoustic underpinnings of timbral sound quality perceptions (Study 4) and show that the effect on brand personality judgments is counteracted by incongruent sensory information from another modality (Study 5). The results of Study 6 suggest that the influence of timbral sound quality on brand personality perceptions is nonconscious, as consumers are unaware of the extent to which the stimulus affects their judgments. Study 7 shows downstream consequences for purchase intentions. Practical implications, theoretical contributions, and directions for future research are discussed. [ABSTRACT FROM AUTHOR]

Visual marketing communications consist of two components: (1) semantic content (e.g., headings, images, copy) that communicates a brand's positioning, benefits, and personality and (2) visual design (e.g., font selection, image size, the organization of the content) that encourages inferences about brand claims. The authors investigate how visual design can be used to encourage inferences that support brand claims and improve brand performance. They find that brands with a utilitarian positioning perform better when the visual design of their marketing communications encourages structured perceptions, whereas brands with a hedonic positioning perform better when the visual design of their marketing communications encourages unstructured perceptions. In both cases, (un)structured perceptions encourage inferences that reinforce brand claims and, consequently, improve brand performance. This research offers actionable insights into how marketing communication specialists can coordinate logo design, product design, package design, visual merchandising, and retail environments to reinforce brand claims. [ABSTRACT FROM AUTHOR]

Brand acquisitions are a popular growth strategy. However, both anecdotal evidence and initial empirical evidence suggest that acquisitions can harm the acquired brand. This article proposes and tests a theoretical framework that aims to explain when and why consumers react negatively to acquired brands. Across ten studies using different methods, research designs, product categories, and brands, the authors demonstrate that these negative brand reactions can be explained by the perceived loss of a brand's unique values. Building on this values authenticity account, they document that the negative effect of acquisitions depends on the acquired brand's values, brand age, leadership continuity, and the alignment between acquiring and acquired brands. The findings offer important theoretical and managerial implications, helping managers predict and mitigate the negative effects of acquisitions for brands. [ABSTRACT FROM AUTHOR]

This paper explores the meanings of cheese production and consumption in the geographical branding of the Orkney Islands. Based on both traditional and innovative techniques, the making of cheese in the Orkney Islands is rooted in the historical farming role of its inhabitants but also in its strategic position in the North-Atlantic Ocean. This article explains the origins and evolution of the production of cheese on the islands and connects it to the contemporary consumption on the islands’ restaurants, that award tourism value to cheese people, places and practices. [ABSTRACT FROM AUTHOR]

Retro jerseys across many sports have grown increasingly popular in recent years and previous research has given credence to their use by sport organizations. Specifically, recent research has found the freshness and outdatedness of retro jerseys to impact consumer attitudes (Dwyer et al., 2020). Although nostalgia is at the core of literature on retro merchandise, scholars have yet to examine various types of nostalgia and their impact on retro merchandise. Therefore, the current study sought to assess the influence of nostalgia -- and specifically its three dimensions personal, historical, and collective -- on consumer attitudes and purchase intentions. An online sample of 434 participants were surveyed and results exhibited mixed findings, with the three dimensions of nostalgia varying in impact toward the outcomes of team attitude and purchase intentions. Also, examination of the role of age, income, and length of time as a fan were also explored with results exhibiting differences based upon consumer income and length of time as a fan. Although the results varied based on type of nostalgia and consumer outcome, it was clear that nostalgia plays a role in consumers' feelings toward their favorite team's merchandise. Further examination of these results are provided and suggestions for future research on the topic of sport retro apparel are discussed. [ABSTRACT FROM AUTHOR]

The propagandistic machine of the military dictatorship that ruled Greece between 1967 and 1974 has provided a focal point of scholarly inquiry in recent years. However, research has focused on the domestic front—the role of radio, television, and cinema—and has completely neglected the issue of public relations in the foreign policy arena. Nothing is known about how the dictatorship, which held an exceedingly weak reputational hand, strove to remake its image to the outside world. This article addresses this historiographical lacuna, exploring the Greek junta's attempts to improve its international reputation by enlisting the services of foreign public relations (PR) firms. By demonstrating the interplay of nation branding and foreign policy in this way, this article highlights the underappreciated role of transnational non-governmental actors such as PR firms in the 'nation branding' of authoritarian regimes. In the process, it reveals how the lobbying activities of a London-based PR firm enlisted by the junta vitiated UK–Greek relations during Harold Wilson's Labour government, and culminated in an important, and underexplored, flashpoint in political discourse concerning the outside interests of parliamentarians and standards of integrity in British public life. [ABSTRACT FROM AUTHOR]

To achieve a more sustainable agricultural production system, the focus should extend beyond solely promoting the adoption of organic farming to include an emphasis on extensification. A synergistic approach involving Branding/informal certification, price premiums for organic produce, and government subsidies holds the potential to drive higher levels of organic farming extensification among smallholder producers. This study encompassed 415 organic growers engaged in varying degrees of organic farming. These participants were drawn from the Southeast region of Nigeria. Employing a multi-endogenous instrumental variable regression, the research uncovered compelling insights. Notably, it revealed that providing premiums for organic products and utilizing Branding or informal certification significantly supported growers' inclination to expanding the land area under organic agriculture. Conversely, government subsidies exhibited a negative influence on extensification rates. In light of these findings, it becomes imperative to envision a more robust future for organic farming in Nigeria that hinges on strategic investments in formal certifications, thereby facilitating enhanced integration of organic producers into larger domestic and global markets. [ABSTRACT FROM AUTHOR]

The purpose of this research was to present a communication model of customer participation and competitive business with social media based on brand (case study: manufacturing and trading companies of Ahvaz). The statistical population of the research was formed by the experts of manufacturing and trading companies in Ahvaz city. In this research, the considered variables were identified by using interviews and examining the opinions of experts of the investigated companies. 10 experts have been selected using the saturation sampling method. This research, using the foundation’s data analysis method, is a type of cross-sectional research in which the data was collected for several weeks. In the quantitative part, the research community is the customers of food manufacturing and trading companies in the industrial towns of Ahvaz city which have been selected to fit the model. Due to the unlimitedness of the statistical population, 384 samples have been considered, and finally, 312 questionnaires have been analyzed. Using Maxqda software, interviews and Coding is done. Smart PLS 2.0 and SPSS 22 software were used in the validation section. In this research, to check the validity, the findings of the research were presented to the participants and the text of the theory was studied by them and their points of view were applied. The reliability of the model was evaluated using the Kappa index. Kappa index value equal to 0.788. Calculated and placed at the valid agreement level. 58 open codes have been identified among 256 concepts. 58 primary codes in the form of 18 categories, including company performance, electronic services, customer value, customer attitude, social responsibility, competitive advantage, customer loyalty, customer desire, advertising and marketing, brand awareness, customer trust, social media, validation, sharing Content, customer participation, service innovation, organizational factors, branding. Validation of the model showed that the overall index of fit (GOF) is equal to 0.661, which is a strong index and shows the overall high quality of the model. The identified factors have had a significant impact. [ABSTRACT FROM AUTHOR]

Destination marketing organizations (DMOs) have faced significant challenges, and as a result, had to adapt their marketing and management strategies to cope with rapid changes and uncertainty. The objective of this study is to draw from stakeholder management theory and connect it with the literature on agile management to investigate how DMOs have embraced an agile mindset that is more flexible as well as employee and customer-focused amidst these difficult times. In-depth interviews were conducted with senior management at executive levels in the European Travel Commission as well as other from national DMOs across different continents (e.g. Indonesia, Australia, Malta, and South Africa). Overall, this study contributes by presenting a 'Framework of Agile Destination Management and Marketing' to the tourism literature. From a practical perspective, this study provides insights to DMOs by integrating the roles of management, customers, and employees as they relate to the strategies of re-branding, re-segmentation, and re-allocation, respectively. It provides recommendations on how DMOs could adopt insights from this framework to address changes in the future. [ABSTRACT FROM AUTHOR]

This study examined how some metaphoric historical events, endowed with an important background in literature, culture, policy, and art, contribute to the brand value for hospitality companies, with special reference to an iconic heritage hotel in the heart of Istanbul, Turkiye. Face-to-face interviews were held with hotel managers at different levels, journalist-authors interested in the subject, two well-known crime authors, and academicians; additionally, participant observation was used. This study is a rare attempt on the space metaphor and brand relationship in the field of accommodation. Metaphoric patterns in the study were formed by the time-place-history and human relationships. Findings showed that historical events witnessed by the hotel contributed to establishing a special brand name through metaphoric connection. This study contributes to the conceptualization of the relationship between the space metaphor and brand relationship in the field of accommodation. [ABSTRACT FROM AUTHOR]

This article examines Knut Hamsun's reactions to the new uses of proper names at the end of the nineteenth century, including the commercial use of celebrity names and trademarks. The topic is studied on three interrelated levels: Hamsun's hostile reaction to the modern advertising industry; his attempts to create a famous name for himself; and finally, his literary representation of these themes in his early work. The advertised name points to a threatening distance between private individual and public persona that raises questions about the possibility to express or communicate authentic identity. This tension is studied in "På turné," which revolves around the launching of the author's name "Hamsun," and in Mysterier , where the meaning of names as well as the novel's modernist narrative form are intimately linked to Hamsun's experiences of the emerging practices of advertising and branding. [ABSTRACT FROM AUTHOR]

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In this study I try to reveal and analyse less known sources for the term Cultural Diplomacy. Most bibliographic resources dealing with Cultural Diplomacy are coming from an Anglo-American source. According with this bibliography, the term Cultural Diplomacy would have been used for the first time in 1954 in New York Times, and in official documents in 1959 in US. However, in Hungary, the term Cultural Diplomacy has been used as such since the mid-1930s. In 1937, so two decades before the mention in the New York Times, the book The Basics of Cultural Diplomacy was written by János Hankiss. Due to the fact that by tradition in the interwar Romania cultural propaganda was often articulate with reference to the Hungarian cultural propaganda, this study exposes the ideas of János Hankiss "in the mirror" with the ideas exposed by his contemporary Romanian counterparts. [ABSTRACT FROM AUTHOR]

The article examines the peculiarities of the emergence and formation of methods of forensic investigation, which over time, in the 19th century, took shape in the science of forensics. To solve the problems, the authors used several methods, both general scientific and special. Among them: formallegal, comparative-legal, historical-legal, dialectical, historical, systemic, hermeneutic, etc. The authors identified the main, in their opinion, stages of the development of criminology in Ukraine, starting with the formation of the Old Russian state. The first steps of the creation and implementation of forensic methods during the investigation of crimes, which were enshrined in the most famous monuments of law – «Laws of King Hammurabi», «Laws of the XII Tables», Byzantine legal collections, «Ruska Pravda», «Lithuanian Statutes», «The rights by which the Little Russian people are judged.» The article proves that the formation of individual manifestations of forensic research in Ukrainian lands during the Middle Ages and the first centuries of modern history was based on world experience in this area, as well as on the idea of justice, the need to restore law and order. It is emphasized that the formation of ideas about the methods of forensic research that appeared in Ukraine is connected with the genesis of the Ukrainian legal system and turned, over time, into one of its institutions. The authors suggest that, in contrast to the application of punishment, which had a class character, the organization of forensic investigations established the truth and therefore did not depend on the class affiliation of the participants in legal relations. The opinion that both in ancient times and at the beginning of the Middle Ages, forensic methods were closely intertwined with the elements of the investigative process, within which they were actually applied, is substantiated. It was established that the crippling forms of punishment, which were applied by court decision, were also intended to «emphasize» the identity of the criminal, to single him out in order to facilitate the search in case of repeated offenses. The authors concluded that the legal regulation of forensic research methods became a guarantee of their development, distribution and transformation, over time, into an independent science. [ABSTRACT FROM AUTHOR]

Purpose: The increased importance of sports and athlete brands highlights the need for athletes to pay attention to branding as it has positive impacts. As athletes, Muslim women have not succeeded in building their brands. This study aims to understand the branding challenges facing Muslim female athletes and how to overcome them. Design/methodology/approach: These branding obstacles and guidelines were explored using qualitative methods – specifically semi-structured interviews with Muslim female athletes and focus groups with experts. Data were analysed using open and axial coding to identify the codes. Findings: The study identifies three major obstacles to branding by Muslim female athletes. Self-related obstacles, such as knowledge of brand building, social media, personal pressure and a lack of role models, impact the brand-building decision. Social-related (family and society) and sport-related obstacles (participation as women and as Muslims) further complicate this task. Experts provide additional insights regarding these obstacles, suggesting strategies to overcome them. Research limitations/implications: The research focuses on athletes from one geographical area and has limitations associated with using qualitative methods. Practical implications: The study suggests how self-, social- and sport-related obstacles are faced by athletes. It provides suggestions for federations, sports codes and other stakeholders to support athletes to overcome these barriers. Originality/value: This study expands the understanding of the struggles Muslim women face in building their brands as part of an under-represented group. [ABSTRACT FROM AUTHOR]

Theming is a common tool in urban tourist destinations. It allows the recognition of some type of brand that makes a destination more competitive. In this work, the themings of Oaxaca, Mexico, and Malaga, Spain, are compared. Malaga offers an international and avantgarde cultural experience, while Oaxaca is known for the ancestral traditions that still prevail in the city. It is possible to define a highly touristified spatial core in both cities. Additionally, both cities have themed their historic centers, focusing on historical and intangible elements. We focus on how some tourist systems reproduce ethnocentric, colonial, or other forms of domination while branding their cities for consumption. Even within systems where such an asymmetry cannot be clearly defined, the selection of discourse might affect social self-attitude and identity on varying levels. Although Oaxaca looks firmly at its past, at the same time, such success magnifies tradition and hinders modernity. Meanwhile, Malaga looks to the future but loses some of its traditions at a very high cost. [ABSTRACT FROM AUTHOR]

Purpose: This study identifies factors affecting brand building for academic libraries affiliated with the Ministry of Science, Research and Technology (MSRT) in Iran. Design/methodology/approach: This research applied the grounded theory method based on the three open, axial and selective coding steps (Strauss and Corbin, 1998). The research tool was interviews conducted with 20 experts in librarianship, marketing and branding. Findings: Library building architecture, library information resources and services, librarians' branding, marketing activities and library management are the causal conditions affecting brand building. The national economic situation, the digital publishing situation in the country and different characteristics of the new library community are the intervening conditions affecting brand building. The role of other libraries in society in the scientific education of the new generation provides contextual conditions for brand building. The higher education system and the library parent organization play a part in the operative actions/interactions for brand building. The consequences of brand building are brand image development, brand excellence and brand behavioral loyalty for libraries. Library brand identity is also a core category in brand building. Originality/value: Facing steep challenges by emergent services, academic libraries are ill-prepared to meet the needs of the new information society solely with traditional services and functions. Academic libraries are required to rebrand themselves to be more successful at delivering a strong performance within a changing information environment by enhancing their brand image and establishing a more effective relationship with users. [ABSTRACT FROM AUTHOR]

In 2021, the Houston Cole Library (HCL) at Jacksonville State University (Jacksonville, AL) added a mascot to enhance social media posts, and the result has been successful. HCL’s simple low-cost mascot has consistently stimulated positive interactions between the library staff/faculty and students, community members and university officials. HCL’s library mascot has created a cult-like following that watches and comments on his adventures. This current discussion indicates how any library can create their own mascot regardless of budget restrictions and time commitments.

This article examines the production of musical nostalgia in High School Musical: The Musical: The Series (2019–23), one of the first series created for Disney’s streaming platform. On one level, the series serves as a nostalgic extension of the High School Musical franchise in its setting and narrative construction, and a nostalgic continuation of the teen-musical genre in its idealised depiction of high-school life mediated through song. At the same time, this nostalgia is coupled with an emphasis on the show’s newness: the series transposes the original film to a new format—a self-referential, multi-episodic mockumentary—and occupies a different temporal world, in which nostalgia is technologically mediated and constructed as part of the diegesis. Focusing on music, as a primary sensory input for the evocation of nostalgia, this study explores how The Series capitalises upon this nostalgia/modernity dichotomy to structure its narrative and engender brand affinity. Drawing together textual analyses of audiovisual sequences and practitioner testimony from the show’s creatives, it demonstrates how The Series uses music to develop Disney’s brand, harnessing the technological and creative promise of the Company’s proprietary streaming service, whilst simultaneously employing nostalgic strategies to reaffirm the status quo in aspects of its narrative.