Documents disponibles écrits par cet auteur

B2B service brand identity / Darren Coleman in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1063–1071 Titre : B2B service brand identity : scale development and validation Type de document : texte imprimé Auteurs : Darren Coleman, Auteur ; Leslie de Chernatony, Auteur ; George Christodoulides, Auteur Année de publication : 2012 Article en page(s) : pp. 1063–1071 Langues : Anglais (eng) Mots-clés : brand;  brand  identity;  B2B  service  brand;  structural  equation  modeling;  scale  development Index. décimale : 650 Résumé : Several brand identity frameworks have been published in the B2C and the B2B brand marketing literature. A reliable, valid and parsimonious service brand identity scale that empirically establishes the construct's dimensionality in a B2B market has yet to be developed. This paper reports the findings of a study conducted amongst 421 senior executives working in the UK IT Service sector to develop and validate a B2B Service Brand Identity Scale. Following established scale development procedures support is provided for a B2B Service Brand Identity Scale comprising five dimensions; employee and client focus, visual identity, brand personality, consistent communications and human resource initiatives. Concluding remarks discuss theoretical and managerial implications with limitations and directions for future research. Note de contenu : Industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001386 [article] B2B service brand identity : scale development and validation [texte imprimé] / Darren Coleman, Auteur ; Leslie de Chernatony, Auteur ; George Christodoulides, Auteur . - 2012 . - pp. 1063–1071. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1063–1071 Mots-clés : brand;  brand  identity;  B2B  service  brand;  structural  equation  modeling;  scale  development Index. décimale : 650 Résumé : Several brand identity frameworks have been published in the B2C and the B2B brand marketing literature. A reliable, valid and parsimonious service brand identity scale that empirically establishes the construct's dimensionality in a B2B market has yet to be developed. This paper reports the findings of a study conducted amongst 421 senior executives working in the UK IT Service sector to develop and validate a B2B Service Brand Identity Scale. Following established scale development procedures support is provided for a B2B Service Brand Identity Scale comprising five dimensions; employee and client focus, visual identity, brand personality, consistent communications and human resource initiatives. Concluding remarks discuss theoretical and managerial implications with limitations and directions for future research. Note de contenu : Industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001386

Brands / Sheena Leek in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1060–1062 Titre : Brands : just for consumers? introduction to the special issue on B2B branding Type de document : texte imprimé Auteurs : Sheena Leek, Auteur ; George Christodoulides, Auteur Année de publication : 2012 Article en page(s) : pp.1060–1062 Langues : Anglais (eng) Mots-clés : B2B  branding;  brand  personality;  brand  alliance;  brand  equity;  corporate  branding;  social  media Index. décimale : 650 Résumé : Although there is significant interest in branding in a B2C context substantially less research has been conducted in B2B marketing. The research in B2B marketing is somewhat fragmented and a research agenda to develop coherent models and provide guidance to practitioners is required. Despite the disjointed nature of the research in this area, B2B branding has been found to convey a number of benefits e.g. conferring uniqueness. This special issue consists of eleven papers covering a range of topics including brand alliances, brand personality, brand equity and brand relationships, brand identity, corporate branding and social media. Note de contenu : Industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001477 [article] Brands : just for consumers? introduction to the special issue on B2B branding [texte imprimé] / Sheena Leek, Auteur ; George Christodoulides, Auteur . - 2012 . - pp.1060–1062. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1060–1062 Mots-clés : B2B  branding;  brand  personality;  brand  alliance;  brand  equity;  corporate  branding;  social  media Index. décimale : 650 Résumé : Although there is significant interest in branding in a B2C context substantially less research has been conducted in B2B marketing. The research in B2B marketing is somewhat fragmented and a research agenda to develop coherent models and provide guidance to practitioners is required. Despite the disjointed nature of the research in this area, B2B branding has been found to convey a number of benefits e.g. conferring uniqueness. This special issue consists of eleven papers covering a range of topics including brand alliances, brand personality, brand equity and brand relationships, brand identity, corporate branding and social media. Note de contenu : Industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001477

Usage, barriers and measurement of social media marketing / Michaelidoua Nina in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1153–1159 Titre : Usage, barriers and measurement of social media marketing : An exploratory investigation of small and medium B2B brands ☆ Type de document : texte imprimé Auteurs : Michaelidoua Nina, Auteur ; Theofania Siamagka Nikoletta, Auteur ; George Christodoulides, Auteur Année de publication : 2012 Article en page(s) : pp. 1153–1159 Langues : Anglais (eng) Mots-clés : social  media;  social  networking  sites;  B2B  brands;  SMEs Index. décimale : 650 Résumé : Previous research has established the benefits of branding for business-to-business (B2B) organizations. Various tools can be used to support B2B brands, including the internet and other interactive technologies. Yet research on how organizations use Social Networking Sites (SNS) to achieve brand objectives remains limited. This study addresses the gap by focusing on B2B SMEs and their social networking practices, particularly, usage, perceived barriers, and the measurement of effectiveness of SNS as a marketing tool. Findings from a mail survey show that over a quarter of B2B SMEs in the UK are currently using SNS to achieve brand objectives, the most popular of which is to attract new customers. On the other hand, the most significant barrier is the lack of perceived relevance for particular sectors. Notably, the overwhelming majority of users do not adopt any metrics to assess SNS effectiveness. Almost half of the sample of SMEs that currently use SNS have indicated their intention to increase their marketing spending on this channel, highlighting the growing importance of SNS in a B2B context. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001374 [article] Usage, barriers and measurement of social media marketing : An exploratory investigation of small and medium B2B brands ☆ [texte imprimé] / Michaelidoua Nina, Auteur ; Theofania Siamagka Nikoletta, Auteur ; George Christodoulides, Auteur . - 2012 . - pp. 1153–1159. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1153–1159 Mots-clés : social  media;  social  networking  sites;  B2B  brands;  SMEs Index. décimale : 650 Résumé : Previous research has established the benefits of branding for business-to-business (B2B) organizations. Various tools can be used to support B2B brands, including the internet and other interactive technologies. Yet research on how organizations use Social Networking Sites (SNS) to achieve brand objectives remains limited. This study addresses the gap by focusing on B2B SMEs and their social networking practices, particularly, usage, perceived barriers, and the measurement of effectiveness of SNS as a marketing tool. Findings from a mail survey show that over a quarter of B2B SMEs in the UK are currently using SNS to achieve brand objectives, the most popular of which is to attract new customers. On the other hand, the most significant barrier is the lack of perceived relevance for particular sectors. Notably, the overwhelming majority of users do not adopt any metrics to assess SNS effectiveness. Almost half of the sample of SMEs that currently use SNS have indicated their intention to increase their marketing spending on this channel, highlighting the growing importance of SNS in a B2B context. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001374