Co-branding:the stat of the art

The use of co-branded products as a form of brand management has gained increasing attention from managers and scientists, as evidenced by the practitioner-oriented articles and empirical studies published since the mid-1990s. However, there is no description that contrasts co-branding with other branding strategies, nor is there a structured overview of the main findings of co-branding studies. We classify different branding strategies, discuss branding literature, and develop a theoretical model for co-branding based on research findings. In addition to managerial implications, we provide a critical assessment of research, identify research questions, and offer a research agenda for cobranding.

An empirical study of international private label branding in the food sector in Hungary

Private label branding strategies differ to that of the manufacturer. The study aims to identify optimal private label branding strategies for (a) utilitarian products and (b) hedonistic products, considering the special factors reflected in consumer behavior related to private labels in Hungary. The issue of House of Brands and Branded House strategies are discussed and evaluated in the light of retail business models. Focus group interviews and factor analysis of the survey found differences in branding strategies preferred by consumers for the two product categories. The study also outlines a strong trend in possible private label development based on consumer’s changing attitude in favor of national products.

How to Transfer a Coupon-Based Event into a Hedonic Shopping Experience? Retail Branding Implications Based on the Glamour Shopping Days

The paper examines the motivational drivers behind the participation of Hungarian consumers on a special shopping event, also known as Glamour Days. The study encompasses a variety of related conceptualizations such as hedonic/utilitarian shopping values, self-gifting as well as impulsive buying practices. After the introduction of relevant consumer behaviour concepts and theoretical frameworks, the paper presents a qualitative research on adult and adolescent female consumers’ shopping experiences during Glamour Days. By building on phenomenological methodology, this study also portrays the ways this shopping event has changed consumer society within an originally strongly utilitarian attitude driven Hungarian culture. The phenomenological interview results highlight differences within the motivational drivers of pleasure-oriented shopping for the two age groups. For teenagers, the main motivation was related to the utilitarian aspect due to their financial dependence and the special opportunity to stand out of their peer group by joining an event that is exclusively held for adult women. On the other hand, adult women are motivated by combined hedonic and utilitarian values manifested in self gifting and impulse buying within an effectively planned and managed shopping trip. Based on the results, retail specific strategies are provided along with future research directions.

Using sonic enhancement to augment non-visual tabular navigation

More information is now readily available to computer users than at any time in human history; however, much of this information is often inaccessible to people with blindness or low-vision, for whom information must be presented non-visually. Currently, screen readers are able to verbalize on-screen text using text-to-speech (TTS) synthesis; however, much of this vocalization is inadequate for browsing the Internet. An auditory interface that incorporates auditory-spatial orientation was created and tested. For information that can be structured as a two-dimensional table, links can be semantically grouped as cells in a row within an auditory table, which provides a consistent structure for auditory navigation. An auditory display prototype was tested.^ Sixteen legally blind subjects participated in this research study. Results demonstrated that stereo panning was an effective technique for audio-spatially orienting non-visual navigation in a five-row, six-column HTML table as compared to a centered, stationary synthesized voice. These results were based on measuring the time- to-target (TTT), or the amount of time elapsed from the first prompting to the selection of each tabular link. Preliminary analysis of the TTT values recorded during the experiment showed that the populations did not conform to the ANOVA requirements of normality and equality of variances. Therefore, the data were transformed using the natural logarithm. The repeated-measures two-factor ANOVA results show that the logarithmically-transformed TTTs were significantly affected by the tonal variation method, F(1,15) = 6.194, p= 0.025. Similarly, the results show that the logarithmically transformed TTTs were marginally affected by the stereo spatialization method, F(1,15) = 4.240, p=0.057. The results show that the logarithmically transformed TTTs were not significantly affected by the interaction of both methods, F(1,15) = 1.381, p=0.258. These results suggest that some confusion may be caused in the subject when employing both of these methods simultaneously. The significant effect of tonal variation indicates that the effect is actually increasing the average TTT. In other words, the presence of preceding tones increases task completion time on average. The marginally-significant effect of stereo spatialization decreases the average log(TTT) from 2.405 to 2.264.^

Efeitos da sinalização por Sonic Hedgehog sobre a proliferação de células-tronco neurais e gliogênese no córtex cerebral em desenvolvimento

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES

Anais do II Congresso Internacional de Marcas/Branding : conexões e experiências

Organização: UNIVATES, Instituto Politécnico de Leiria e Observatório de Marcas

Telephones, Voice Recorders, Microphones, Phonographs: A Media Archaeology of Sonic Technologies in Twin Peaks

This article argues that sonic technologies, such as telephones, voice recorders and phonographs, alongside more (audio)visual ones such as flickering fluorescent lights, videos, and the television sets are crucial to the world of Twin Peaks, and constitute this world as both a communications network with portals to the unknown, and an accumulation of recordings of ghosted voices and entities, perhaps finding its ultimate expression in the backwards reprocessed speech in the Black Lodge. This lodge can be understood as a space in which there are nothing but recordings, albeit now on a cosmic, spiritual and demonic level. Using a media archaeological approach to these devices in the series, this paper will argue that they were already operating by a media archaeological logic, generating the world of Twin Peaks as a haunted archive of sonic and other mediations.

Sonic Places: In Conversation with Peter Cusack

In this interview, Recomposing the City co-directors Sarah Lappin and Gascia Ouzounian talk with Peter Cusack about his recent work, reflecting in particular on relationships between sound, sound art, planning processes and urban communities. Cusack, a field recordist and sound artist, has been a leading figure in acoustic ecology and soundscape studies for more than two decades

"Bolagsverket är mer modernt än jag tänkte mig" : Hur kan statliga myndigheter arbeta med Employer Branding för att attrahera Generation Y?

Bakgrund: Employer Branding är ett relativt nytt begrepp som har börjat användas som en strategi inom Human Resource Management. Genom att utveckla ett Employer Brand kan or-ganisationer attrahera och behålla talangfull arbetskraft och på så vis säkra sin överlevnad. Det saknas emellertid forskning på hur Employer Branding kan användas i offentlig verksamhet för att attrahera den senaste generationen på arbetsmarknaden; Generation Y. Syfte: Öka förståelse för hur statliga myndigheter kan arbeta med Employer Branding för att attrahera Generation Y. Metod: Studien baseras på kvalitativ metod och har en fenomenologisk samt deduktiv forsk-ningsansats. Undersökningsdesignen var i form av en fallstudie. Nio semistrukturerade inter-vjuer har genomförts med respondenter på Bolagsverket, varav fyra intervjuer med personer som har inflytande över Employer Branding och fem med personer ur Generation Y. Teorier: "Employer Branding Predictive Model" Slutsatser: I studien visar att den statliga arbetsgivaren är attraktiv för Generation Y. Proble-matiken ligger i att det finns brister beträffande hur kommunikationen av arbetsgivarvarumärket ser ut externt. Utan en uttalad målgrupp och ett uttalat Employee Value Proposition blir den externa kommunikationen otydlig vilket minskar arbetsgivarens attraktionskraft hos potentiella arbetstagare. Attraktiviteten uppstår först när individen från Generation Y redan rekryterats in i organisationen.

Employer Branding idag : Attraktivitet genom sociala medier

The use of social media has during the last couple of years increased and is now a major part of most of the organizations marketing strategies. But how does this fit with the Employer Branding strategies? And how does this affect the organizational attractiveness as an employer? These were two of the questions we wanted to examine and analyze. In order to answer these questions, we conducted interviews with six different companies divided into 3 subgroups. The intention of this was to get a wider perspective of how the implementation of social media in the Employer Branding could work. And could this change the recruitment process? What we could see afterwards is that more time is spent on taking references online through social media sites. Some say it is more honest than the traditional references that the candidate got to choose. Other conclusions that we could find was that it is important to use social media in todays market but it is crucial to use it in a proper way. Companies must form a strategy based on their Employee Value Proposition in order to reach the wanted receivers using social media. It is also important that the Employee Value Proposition is based on the companies’ corporate values.