Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, 03 Vols

1591 Pages·2018·41.238 MB·English

by  Information Resources Management Association

Brand Culture and
Identity:
Concepts, Methodologies, Tools,
and Applications
Information Resources Management Association
USA
Published in the United States of America by
IGI Global
Business Science Reference (an imprint of IGI Global)
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Hershey PA, USA 17033
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Copyright © 2019 by IGI Global. All rights reserved. No part of this publication may be reproduced, stored or distributed in
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Library of Congress Cataloging-in-Publication Data
Names: Information Resources Management Association, editor.
Title: Brand culture and identity : concepts, methodologies, tools, and
applications / Information Resources Management Association, editor.
Description: Hershey : Business Science Reference, [2018]
Identifiers: LCCN 2018017368| ISBN 9781522571162 (hardcover) | ISBN
9781522571179 (ebook)
Subjects: LCSH: Branding (Marketing) | Brand name products. | Telemarketing
Classification: LCC HF5415.1255 B7173 2018 | DDC 658.8/27--dc23 LC record available at https://lccn.loc.
gov/2018017368
British Cataloguing in Publication Data
A Cataloguing in Publication record for this book is available from the British Library.
The views expressed in this book are those of the authors, but not necessarily of the publisher.
For electronic access to this publication, please contact: [email protected].
Editor-in-Chief
MehdiKhosrow-Pour,DBA
Information Resources Management Association, USA
Associate Editors
SteveClarke,University of Hull, UK
MurrayE.Jennex,San Diego State University, USA
AnnieBecker,Florida Institute of Technology, USA
Ari-VeikkoAnttiroiko,University of Tampere, Finland
Editorial Advisory Board
SherifKamel,American University in Cairo, Egypt
InLee,Western Illinois University, USA
JerzyKisielnicki,Warsaw University, Poland
AmarGupta,Arizona University, USA
CraigvanSlyke,University of Central Florida, USA
JohnWang,Montclair State University, USA
VishanthWeerakkody,Brunel University, UK

List of Contributors
Abdel Fatah, Shereen Mohamed/elmenus.com, Egypt................................................................1245
Abtahi, Masumeh Sadat/Islamic Azad University, Tehran Branch, Iran.....................................1218
Acharya, Manaswini /Auronya College, India................................................................................216
Al-Hasan, Said /University of South Wales, UK............................................................................1096
Al-Marri, Mohammed /Qatar Telecom, Qatar.............................................................................1096
Amoakohene, Margaret Ivy/University of Ghana, Ghana...............................................................14
An, Yulia /The Ilmenau University of Technology, Germany..........................................................493
Anggraeni, Adilla /Bina Nusantara University, Indonesia..............................................................575
Ardley, Barry /University of Lincoln, UK.......................................................................................643
Ardyan, Elia /Sekolah Tinggi Ilmu Ekonomi Surakarta, Indonesia..............................................1171
Arslan, Gamze /Istanbul Commerce University, Turkey...............................................................1466
Asmaryan, Albert /Bauman Moscow State Technical University, Russia.......................................529
Avar, Fatmanur /Izmir University of Economics, Turkey................................................................535
Awad, Tamer Abbas/German University in Cairo, Egypt............................................................1245
Başal, Bilgen /Yeditepe University, Turkey.....................................................................................1069
Bayram, Ali Turan/Sinop University, Turkey................................................................................1204
Baziana, Sotiria /Aristotle University of Thessaloniki, Greece.....................................................1400
Behboudi, Leila /Islamic Azad University, Qazvin Branch, Iran..................................................1218
Bhattacharya, Subhajit /Management Development Institute Murshidabad, India.......................288
Biswal, Santosh Kumar/Symbiosis International University, India...............................................838
Borgstedt, Anna-Lena /Serviceplan Consulting Group, Germany.................................................388
Borovik, Irina /Bauman Moscow State Technical University, Russia.............................................529
Bowen, Gordon /Regent’s University London, UK........................................................................1269
Bowen, Richard /Facebook Inc., UK.............................................................................................1269
Buchanan-Oliver, Margo /The University of Auckland, New Zealand.........................................1052
Butler, Shannan Heath/St. Edward’s University, USA...................................................................779
Çakır, Ali /Ondokuz Mayis University, Turkey..............................................................................1380
Castaño, Raquel /Tecnológico de Monterrey, Mexico.....................................................................304
Chang, Chia-Chih /National Taichung University of Education, Taiwan.......................................626
Chaturvedi, Kostubh Raman/KIET, India.....................................................................................454
Choudhury, Rahul Gupta/International Management Institute, India..........................................806
Codignola, Federica /Università degli Studi di Milano – Bicocca, Italy.......................................1327
Correia Loureiro, Sandra Maria/Instituto Universitário de Lisboa (ISCTE-IUL), Business
Research Unit (BRU/UNIDE) and SOCIUS, Portugal.................................................................365
Danbury, Annie /University of Bedfordshire, UK.........................................................................1524



Dasgupta, Sabyasachi /O. P. Jindal Global University, India......................................................1294
De Pelsmacker, Patrick /University of Antwerp, Belgium............................................................1191
Delarue, Lauriane /Independent Researcher, UK...........................................................................643
Dens, Nathalie /University of Antwerp, Belgium...........................................................................1191
Dhandhnia, Kopal Agrawal/Indian Institute of Management Ahmedabad, India............................33
Dias, Patricia /Catholic University of Portugal, Portugal...............................................................472
Duman, Orhan /Uludag University, Turkey....................................................................................272
Dutta, Anindya /Bengal Institute of Business Studies, India...........................................................288
Eicher, David /webguerillas GmbH, Germany................................................................................388
Erdem, M. Nur/Ondokuz Mayis University, Turkey........................................................................759
Ferrer, Gemma García/Rey Juan Carlos University, Spain.........................................................1132
Ghalamkari, Afsoon /K. N. Toosi University of Technology, Iran..................................................557
Göçer, Aysu /Izmir University of Economics, Turkey.......................................................................535
Gökalp, Ayşenur /İstanbul Commerce University, Turkey..............................................................922
Gonzales, Hada M. Sánchez/Universidad de Sevilla, Spain..........................................................856
Grover, Priya /Symbiosis International University, India.............................................................1294
Grubicka, Joanna /Pomeranian Academy, Poland.......................................................................1305
Gupta, Harsha /Symbiosis International University, India...........................................................1149
Hardwick, Jialin /University of Lincoln, UK..................................................................................643
Harvey, Kenneth E./KIMEP University, Kazakhstan......................................................................493
Hasanabad, Hamideh Mokhtari/Islamic Azad University, Tehran Branch, Iran........................1218
Hervás, Josep Crespo/University of Valencia, Spain......................................................................891
Holsing, Christian /University of Hagen, Germany........................................................................736
Hosseini, Monireh /K. N. Toosi University of Technology, Iran......................................................557
Hsueh, Ya-Hui /National Taichung University of Education, Taiwan.............................................626
Jain, Geetika /UP Technical University, India................................................................................454
Japutra, Arnold /Tarumanagara University, Indonesia..................................................................340
Jiménez, Mario Alguacil/University of Valencia, Spain.................................................................891
Joshi, Sonopant Ganpatrao/Symbiosis International University, India.........................................205
Kamakula, Madhu Kishore Raghunath/National Institute of Technology Warangal, India........183
Kanwal, Supreet /Thapar University, India....................................................................................695
Kapoor, Deepa /Amity University Noida, India.............................................................................1428
Kara, Ayşe /Istanbul Commerce University, Turkey......................................................................1466
Kasemsap, Kijpokin /Suan Sunandha Rajabhat University, Thailand.........................................1412
Khowploum, Gabriela /Whittier College, USA..............................................................................869
Koçyiğit, Murat /Necmettin Erbakan University, Turkey..............................................................1363
Kolo, Castulus /Macromedia University of Applied Sciences, Germany........................................388
Koshksaray, Amir Abedini/Islamic Azad University, Qazvin Branch, Iran...................................716
Kumar, Ashish /Aalto University School of Business, Finland.......................................................674
Kumar, Rohit Vishal/International Management Institute Bhubaneswar, India............................288
Lay, Florenz /Bina Nusantara University, Indonesia......................................................................575
Levanov, Alexey /Bauman Moscow State Technical University, Russia..........................................529
Linder, Christian /Free University of Bozen-Bolzano, Italy...........................................................824
López, Gersón Beltrán/Universitat de València, Spain................................................................1232
Luu, Ha Kieu Tan/Duy Tan University, Vietnam..........................................................................1115
Madhvapaty, Havish /Amity University, India................................................................................602

Massa, Pier M./NEXUS, EuroMed Research Business Institute, Malta........................................1022
Matiatou, Maria /The American College of Greece, Greece..........................................................156
Matuska, Ewa Maria/Pomeranian Academy, Poland...................................................................1305
Melewar, T. C./Middlesex University, UK.......................................................................................340
Merenheimo, Petra /University of Lapland, Finland......................................................................995
Milović, Boris /Sava Kovacevic Vrbas, Serbia................................................................................407
Mir-Bernal, Pedro /University of Navarra, Spain.........................................................................1544
Moreno, Ferran Calabuig/University of Valencia, Spain...............................................................891
Mortimer, Kathleen /University of Northampton, UK..................................................................1524
Mourad, Maha /The American University in Cairo, Egypt...........................................................1446
Muinonen, Linda Lea Elisabet/Aalto University School of Business, Finland..............................674
Nabizadeh, Elnaz /University of Tehran, Iran.................................................................................716
Nasır, Süphan /Istanbul University, Turkey.....................................................................................248
Ngo, Ny /Duy Tan University, Vietnam..........................................................................................1115
Nguyen, Bang /East China University of Science and Technology, China......................................340
Nguyen, Minh /Duy Tan University, Vietnam................................................................................1115
Nguyen, Ngoc Bich/Duy Tan University, Vietnam.........................................................................1115
Nunez, Sandra /Tecnológico de Monterrey, Mexico.......................................................................304
Núnez-Pomar, Juan M./University of Valencia, Spain...................................................................891
Olatunji, Oloruntobiloba T./University of San Francisco, USA....................................................433
Otunla, Adekunle Olusola/Afe Babalola University, Nigeria.........................................................433
Padma, R. /Jain University, India....................................................................................................983
Palazzo, Maria /University of Salerno, Italy.................................................................................1524
Panda, Rajshree /Amity University Noida, India..........................................................................1428
Pathak, Smriti Ashish/Symbiosis Centre for Management Studies, India......................................113
Patro, Chandra Sekhar/GVP College of Engineering (Autonomous), India.................................183
Peng, Jianping /Sun Yat-sen University, China...............................................................................140
Peng, Le /Purdue University, USA...................................................................................................140
Pllana, Mustafe /University of Prishtina, Kosovo...........................................................................794
Prasad, Suneel Kumar/Symbiosis International University, India...................................................66
Qosa, Arbenita /University of Prishtina, Kosovo............................................................................794
Qu, Juanjuan /Sun Yat-sen University, China.................................................................................140
Quan, Jing /Salisbury University, USA............................................................................................140
Rajesh, Anupama /Amity University, India.....................................................................................602
Rakesh, Sapna /IMS Ghaziabad, India...........................................................................................454
Rana, Shikha /IMS Unison University, India......................................................................................1
Resuloğlu, Filiz /Kocaeli University, Turkey.................................................................................1380
Röschenthaler, Ute M./Goethe University, Germany....................................................................1482
Rusko, Rauno /University of Lapland, Finland...............................................................................995
Şahbaz, Ramazan Pars/Gazi University, Turkey..........................................................................1204
Saini, Shivani /Dr. B. R. Ambedkar National Institute of Technology, India.................................1346
Sakkthivel, A. M./Sur University College, Oman............................................................................587
Samalia, Harsh Vardhan/Rajiv Gandhi Indian Institute of Management, India............................695
Samonikov, Marija Gogova/Goce Delčev University of Štip, Macedonia........................................85
Schau, Hope Jensen/University of Arizona, USA..........................................................................1052
Schultz, Carsten D./University of Hagen, Germany.......................................................................736

Segler, Kay G./Nanyang Technological University, Singapore.....................................................1504
Sharan, Sudhir /Symbiosis International University, India..............................................................66
Sharma, Anupam /Thapar University Patiala, India......................................................................956
Sharma, Pawan /Jain University, India...........................................................................................983
Sharma, Ravindra /Swami Rama Himalayan University, India.........................................................1
Siano, Alfonso /University of Salerno, Italy..................................................................................1524
Singh, Gurparkash /Thapar University, India................................................................................695
Singh, Jagwinder /Dr. B. R. Ambedkar National Institute of Technology, India..........................1346
Smirnov, Kristen /Whittier College, USA.......................................................................................869
Sørensen, Bent /Independent Researcher, Denmark..........................................................................48
Sperber, Sonja Christina/International School of Management (ISM), Germany.........................824
Sriram, B. /Sur University College Oman.......................................................................................587
Sudarśan, Sudio /Hult International Management School, USA....................................................316
Susanti, Ari /Sekolah Tinggi Ilmu Ekonomi Surakarta, Indonesia................................................1171
Taylor, Nick /University of Lincoln, UK..........................................................................................643
Teixeira-Botelho, Inês /Universidade Lusófona, Portugal..............................................................472
Terol, Raúl /Polytechnic University of Valencia, Spain...................................................................661
Thellefsen, Martin /University of Copenhagen, Denmark................................................................48
Thellefsen, Torkild /University of Copenhagen, Denmark................................................................48
Tran, Hai /Duy Tan University, Vietnam........................................................................................1115
Tran, My /Duy Tan University, Vietnam........................................................................................1115
Tran, Xuan /University of West Florida, USA...............................................................................1115
Tripathi, Sanjeev /Indian Institute of Management Indore, India.....................................................33
Tzimitra-Kalogianni, Eirini /Aristotle University of Thessaloniki, Greece.................................1400
Verhellen, Yann /University of Antwerp, Belgium.........................................................................1191
Verma, Harsh V./University of Delhi, India....................................................................................123
Veselinova, Elena /Goce Delčev University of Štip, Macedonia.......................................................85
Wang, Ying /Nanjing University of Aeronautics and Astronautics, China......................................230
Weisgerber, Corinne /St. Edward’s University, USA......................................................................779
Widenhorn, Stefan /Kantar TNS GmbH, Germany........................................................................388
Yadav, Rasu Chatrapathi/Osmania University, India....................................................................911
Yasmeen, Humaira /Nanjing University of Aeronautics and Astronautics, China.........................230
Yeboah-Banin, Abena Animwaa/University of Ghana, Ghana.......................................................14
Yılmaz, Recep /Ondokuz Mayis University, Turkey.......................................................................1380
Youssef, Karim /Orange, Egypt.....................................................................................................1446
Zameer, Hashim /Nanjing University of Aeronautics and Astronautics, China..............................230
Table of Contents
Preface.................................................................................................................................................xix
Volume I
Section 1
Fundamental Concepts and Theories
Chapter 1
AnOverviewofEmployerBrandingWithSpecialReferencetoIndianOrganizations.........................1
Shikha Rana, IMS Unison University, India
Ravindra Sharma, Swami Rama Himalayan University, India
Chapter 2
TheDarkSideofMulti-PlatformAdvertisinginanEmergingEconomyContext..............................14
Abena Animwaa Yeboah-Banin, University of Ghana, Ghana
Margaret Ivy Amoakohene, University of Ghana, Ghana
Chapter 3
EmotionalBrandingThroughCelebrityEndorsements........................................................................33
Kopal Agrawal Dhandhnia, Indian Institute of Management Ahmedabad, India
Sanjeev Tripathi, Indian Institute of Management Indore, India
Chapter 4
TheImageinPrintAdvertisingandCommentstoValLarsen’sResearchProgram............................48
Bent Sørensen, Independent Researcher, Denmark
Torkild Thellefsen, University of Copenhagen, Denmark
Martin Thellefsen, University of Copenhagen, Denmark
Chapter 5
EvolutionofBrandCulture:APost-IndustrialRevolutionStory.........................................................66
Sudhir Sharan, Symbiosis International University, India
Suneel Kumar Prasad, Symbiosis International University, India



Chapter 6
EvaluatingtheBrandWithRadicalTransparency................................................................................85
Elena Veselinova, Goce Delčev University of Štip, Macedonia
Marija Gogova Samonikov, Goce Delčev University of Štip, Macedonia
Chapter 7
EmotionalCommunicationforBrandAppealandAcceptance:AnIndianApproach.......................113
Smriti Ashish Pathak, Symbiosis Centre for Management Studies, India
Chapter 8
‘Cool’,Brandsand‘Cool’Brands.......................................................................................................123
Harsh V. Verma, University of Delhi, India
Section 2
Development and Design Methodologies
Chapter 9
AnExploratoryStudyoftheEffectivenessofMobileAdvertising....................................................140
Jianping Peng, Sun Yat-sen University, China
Juanjuan Qu, Sun Yat-sen University, China
Le Peng, Purdue University, USA
Jing Quan, Salisbury University, USA
Chapter 10
InternalBrandingasInnovationTenet:ATransformationalParadigmShift.....................................156
Maria Matiatou, The American College of Greece, Greece
Chapter 11
EmotionalBrandingasaStrategyinPromotingCustomerLoyalty...................................................183
Chandra Sekhar Patro, GVP College of Engineering (Autonomous), India
Madhu Kishore Raghunath Kamakula, National Institute of Technology Warangal, India
Chapter 12
BrandingandCommunicationStrategiesinHealthcareOrganizations:AnIndianStudy.................205
Sonopant Ganpatrao Joshi, Symbiosis International University, India
Chapter 13
TheEmotionalBrandingProcess........................................................................................................216
Manaswini Acharya, Auronya College, India
Chapter 14
PerceivedPositioningof‘MadeinChina’:PerspectiveofMeans-EndTheory.................................230
Hashim Zameer, Nanjing University of Aeronautics and Astronautics, China
Ying Wang, Nanjing University of Aeronautics and Astronautics, China
Humaira Yasmeen, Nanjing University of Aeronautics and Astronautics, China