Corporate Brand Repositioning with CSR as the Differentiating Factor: A Study on Consumer Perceptions

Purpose – This research paper studies how the strategy of repositioning enables marketers to communicate CSR as their brand’s differentiating factor. It aims at understanding how consumer perceptions can be managed to generate brand value through corporate brand repositioning when CSR is the differentiating factor. The purpose of this paper is to answer the following research question: How can consumer perceptions be managed to generate brand value through corporate brand repositioning when CSR is the differentiating factor? The two research objectives were: 1. to build a model, which describes the different components of consumer perceptions involved in generation of brand value through repositioning when CSR is the differentiating factor, 2. to identify the most critical components in the context of the case company, IKEA for generation of brand value during the process of corporate brand repositioning Design/methodology/approach – This paper is based on the literature review covering the logic of brand value generation, repositioning strategy and consumer perceptions connected to CSR activities. A key concept of the positioning theory, the brand’s differentiating factor, was explored. Previous studies have concluded that desirability of the differentiating factor largely determines the level of brand value-creation for the target customers. The criterion of desirability is based on three dimensions: relevance, distinctiveness and believability. A model was built in terms of these desirability dimensions. This paper takes a case study approach where the predefined theoretical framework is tested using IKEA as the case company. When developing insights on the multifaceted nature of brand perceptions, personal interviews and individual probing are vital. They enable the interviewees to reflect on their feelings and perceptions with their own words. This is why the data collection was based on means-end type of questioning. Qualitative interviews were conducted with 12 consumers. Findings – The paper highlights five critical components that may determine whether IKEA will fail in its repositioning efforts. The majority of the critical components involved believability perceptions. Hence, according to the findings, establishing credibility and trustworthiness for the brand in the context of CSR seems primary. The most critical components identified of the believability aspect were: providing proof of responsible codes of conduct via conducting specific and concrete CSR actions, connecting the company’s products and the social cause, and building a linkage between the initial and new positioning while also weakening the old positioning. Originality/value – Marketers’ obligation is to prepare the company for future demands. Companies all over the globe have recognized the durable trend of responsibility and sustainability. Consumer´s worry about the environmental and social impact of modern lifestyles is growing. This is why Corporate Social Responsibility (CSR) provides brands an important source of differentiation and strength in the future. The strategy of repositioning enables marketers to communicate CSR as their brand’s differentiating factor. This study aimed at understanding how consumer perceptions can be managed to generate brand value through corporate brand repositioning when CSR is the differentiating factor.

El Libro del caballero Zifar entre la literatura ejemplar y el romance caballeresco

Integran este número de la revista ponencias presentadas en Studia Hispanica Medievalia VIII: Actas de las IX Jornadas Internacionales de Literatura Española Medieval, 2008, y de Homenaje al Quinto Centenario de Amadis de Gaula

Flores de l. anneo seneca : traduzidas de latin en romance castellano por Iuan Martin Cordeiro Valenciano, Y dirigidas al Muy Magnifico Senor Martin Lopez

Compõe-se de trechos selecionados da obra de Sêneca e traz uma pequena biografia do filósofo, além de partes das cento e vinte quatro "epístolas" dirigidas a seu amigo Lucílio. Constituem, na realidade, ensaios morais sobre vários aspectos da vida. Foi editado pelo célebre impressor francês Critóvão Plantin (ou Plantino), radicado na Bélgica, que notabilizou-se pela preciosidade de seu trabalho tipográfico, o que lhe valeu o título de "Grande Impressor", atribuído por Filipe II, rei da Espanha (Filipe I de Portugal).

Measuring the influence of customer-based store brand equity in the purchase intention

[EN] Store brands account for and important market share in the Spain and a further increase in expected in the next years due to the downturn. However, there is lack of research on store brand customer-based Brand Equity. This study attempts to propose an integrated model of Brand Equity in store or retailer brands, based on Aaker s well-known conceptual model. We propose a consumer-based model, including the main sources or dimensions of Brand Equity and considering the intention to purchase as a consequence. Based on a sample of 362 consumers and 5 store brands, structural equation modeling is used to test research hypotheses. The results obtained reveal that store brand awareness, loyalty along with store brand perceived quality have a significant influence on consumers intention to purchase store brands. Our study suggests that marketers and marketing managers from retailing companies should carefully consider the Brand Equity components when designing their brand strategies, and develop marketing activities in order to enhance their brands awareness.

Brand image and lexicographic analysis: an application to shopping malls

[EN] The concept of image in its different aspects is very important in today s society as well as in the business management field. Some authors reports that most of the studies that measure image do not take into account neither previous theoretical and conceptual models nor other possible empirical evidence alternatives. Given this need, a research regarding the concept of brand image applied to shopping malls was conducted based on the conceptual model of the consumer cognitive response in order to empirically explore and contrast it. For this reason, a survey was applied to 420 consumers in five shopping malls in Bogotá, achieving a database of 3.749 cases. The results show attribute-shopping mall associations expressed in unique, differentiated, and notorious vocabulary obtained applying lexicometric and multivariate analysis techniques. Attribute-shopping mall associations such as spacious , good location , good variety of stores , and the existence of movie theaters . Finally, this research aims to potentially improve the management of shopping malls and increase their attractiveness and customer loyalty by applying the development of service quality systems, integral communication, segmentation, and positioning.

Romance policial, psicanálise e cultura contemporânea em Luiz Alfredo Garcia-Roza e Dennis Lehane

Esta tese traça um estudo comparativo entre o Romance policial contemporâneo e o discurso psicanalítico na produção ficcional de Luiz Alfredo Garcia-Roza (1936-) e Dennis Lehane (1963-), tomando, por base, relações de aproximação entre os métodos investigativos na literatura e na psicanálise. Para isso, o corpus constitui-se dos romances O silêncio da chuva (1996) e Espinosa sem saída (2006), ambos do escritor brasileiro e Sagrado [Sacred] (2004) e Paciente 67 [Shttter Island] (2005), do ficcionista norte-americano. A análise destas narrativas revela pontos de aproximação entre os dois discursos inseridos no cenário cultural caótico e desajustado. E questiona a emergência deste novo contexto sociocultural, onde personagens sem identidade definida, sendo o principal deles, o detetive, realizam sua flânerie através de deslocamentos constantes associados à paisagem e em busca do desvendamento do crime urbano. Como seres de ficção perdidos, estes private eyes precisam encontrar os desajustes psíquicos de toda espécie de criminosos daí a representação da cidade, que ora se converte no solo para a flânerie dos investigadores, ora contribui para o apagamento e/ou ocultamento das subjetividades criminais. A relação entre os discursos policial e psicanalítico aponta para a associação entre a obscuridade do texto literário e o da cultura onde estamos inseridos sem falar do mal-estar de um e de outro campo, que tem a ver com as transformações da esfera da sociedade contemporânea