Suchergebnisse

Purpose
Sectoral brands are umbrella brands created to represent all companies' products belonging to a country's economic industry abroad to enhance their export performance. This study aims to explore the development of a sectoral brand model through the optic of the social constructionist perspective. Besides, this study also proposes to apply the model to a sectoral brand case in the business-to-business market.


Design/methodology/approach
The authors have developed a systematic qualitative literature review to provide a theoretical basis for the attributes chosen to compose the social constructionist sectoral brand management (SCSBM) model. To apply the model, the authors have conducted a series of 17 in-depth semi-structured interviews with the association's managers that constitute the sectoral brand development, the director of the branding consultancy firm and specialists on place branding.


Findings
The authors present the SCSBM model, highlighting that sectoral branding should be seen as a dynamic and continuous process with the integrated participation of all industry stakeholders. Moreover, the authors have applied the model to the Brazil Fashion System brand.


Research limitations/implications
The main contribution to theory is the link between sectoral brand management and the social constructionist approach, being the first study, to the best of the authors' knowledge, to propose this connection. SCSBM model extends previous work on sectoral brands by adopting a social constructionist view.


Practical implications
The SCSBM model might contribute to marketing professionals willing to develop sectoral brands across multiple economic sectors and geographies.


Originality/value
The study's originality lies in developing the first model, which adopts a social constructionist approach to sectoral brands.

The objective of this reserach is to propose a framework of elements for the analysis of the organizational performance of Geographical Indications in the light of international studies. To this end, based on an integrative review of the literature, supported by the content analysis, 1110 articles were selected from the Web of Science and Scopus databases and analyzed using cluster and categorical analyzes. Ten possible dimensions of performance elements were identified, namely: 1 Classification and authenticity; 2 Cultural aspects; 3 Quality attributes; 4 Sustainability; 5 Strategy and management; 6 Brand management; 7 Cultivars; 8 Certification; 9 Marketing; 10 Technology, knowledge and tradition. This information indicates a possible consolidation of GI studies in developed countries, which could justify the need for studies in developing countries. As a focus for potential future studies, could be conducted to examine the elements

For past three decades, the academic community has sought to advance the analysis relating to the image of several countries around the world. In relation, several studies have since been published on contemporary relevance of the image of a given country, and its subsequent effects on product evaluations and purchase intentions, among other behavioural outcomes (Bloemer et at., 2009; Elliot, Papadopoulos & Kim, 2011; Khan et al., 2012; Koschate-Fischer, Diamantopoulos & Oldenkotte, 2012; Diamantopoulos, Schlegelmilch, Sinkovics, & Bohlen (2003); Magnusson, Westjohn & Zdravkovic, 2011; Maher & Carter, 2001; Pappu & Quester, 2010; Zeugner-Roth, Diamantopoulos & Montesinos, 2008; Tseng & Balabanis, 2011). Nonetheless, despite the importance of the theory of attitude in evaluating the image of a country, the majority of papers in the field has focused on the cognitive component of attitude only, having the other components, affective and conative, not thoroughly being examined (Brijs, 2006; Roth & Diamantopoulos, 2009). As a result, with an aim to extend our current understanding into the role of attitudes on country brand image, this paper considers the conations more broadly such as, the predisposition for traveling, doing businesses, investing, working in the country, as well as, the willingness for either buying products made in the Brazil or shopping in the Brazil. Additionally, the purpose of this paper is to investigate Brazil's country brand image, based on the three attitudinal categories "cognitive", "affective", and "conative". The methodological approach taken in this study is a quantitative method via an online survey. The study 3 / 7 population consisted of the 427 undergraduate students at foreign institutions partaking agreements with a Brazilian public university. Attitudes were analysed using exploratory factor analysis to correlate potential impact on Brazils' country brand image. The country's image refers to a construct derived from the concept of attitudes, being comprised of cognitive, affective, and conative components. Results of this study indicate that the conative dimension received the highest scores of the respondents implying strong behavioural intentions in relation to Brazil's country brand image. It is also noteworthy that the technical dimension presented a more negative assessment in comparison to all other dimensions of Brazil's image, indicating that such a cognitive element to be adequately developed to highlight better brand assurance.

Purpose
This paper aims to analyze the visual attention, transparency perception and attitude of Brazilian women from generation Z toward sponsorship disclosures with a different number of text messages used in native advertisements made by a digital influencer.


Design/methodology/approach
A quantitative and multi-method experiment was conducted through a within-subjects experimental design with 149 women. The eye-tracker assessed visual attention and questionnaires measured transparency perception of sponsorship and attitude toward native advertisements. To analyze eye-tracking and transparency perception data, Friedman's analysis of variance was used. Structural equations were modeled for analyzing attitude data.


Findings
The quantitative results indicate that disclosures with a single textual message obtain more visual attention than multiple textual messages. However, sponsorship disclosures with multiple textual messages obtain the best transparency perception and generate a better attitude toward native advertisements.


Research limitations/implications
This study extends the theory by investigating the relationship between visual attention to sponsorship disclosure with a different number of textual messages and the target audience's responses to them.


Practical implications
The analysis of Brazilian generation Z women's responses to native ads might contribute to companies, marketing professionals and digital influencers obtaining great visual attention, transparency perception and attitude toward ethical and transparent ads to this audience.


Originality/value
To the best of the authors' knowledge, this is the first study to analyze Brazilian generation Z women's visual attention, transparency perception and attitude toward sponsorship disclosure with single and multiple textual messages in native advertisements.