The Experts below are selected from a list of 50955 Experts worldwide ranked by ideXlab platform
Mohamed Akli Achabou - One of the best experts on this subject based on the ideXlab platform.
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eco labelling Brand Strategy
European Business Review, 2014Co-Authors: Sihem Dekhili, Mohamed Akli AchabouAbstract:– The purpose of this paper is to explore consumers’ preference for responsible labels in the specific case of well-known Brands. The research examines the propensity of consumers to consider self-declarations carried out by the company itself in comparison with independent certifications organised by an external third party. , – An empirical study involving 134 French consumers by means of a conjoint analysis method was conducted, and the case of Nespresso coffee was tested. , – The results show that self-declaration (Nespresso AAA Sustainable Quality) positively influences consumer preference. Moreover, this positive effect is equivalent to that of independent certification (Fair Trade Max Havelaar). , – This study’s contribution gives a better insight into the consumers’ response to eco-labelling. It suggests the existence of an interaction effect between the Brand and the responsible label. But, a future research needs to be conducted to gain better understanding of this interaction effect. , – The results suggest that a Strategy of promoting a well-known Branded product based on self-declaration would be effective. They offer additional insights to managers on the eco-labels’ efficiency. , – Contrary to the literature which suggests the superiority of the effect of certifications organised by a third party, this research shows that this finding is not valuable in the case of a well-known Brand. Self-declaration may be preferred by consumers in the same way as independent certification. This research is one of the rare research to stress the need to consider Brand when exploring eco-labelling issue.
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eco labelling Brand Strategy
European Business Review, 2014Co-Authors: Sihem Dekhili, Mohamed Akli AchabouAbstract:Purpose – The purpose of this paper is to explore consumers’ preference for responsible labels in the specific case of well-known Brands. The research examines the propensity of consumers to consider self-declarations carried out by the company itself in comparison with independent certifications organised by an external third party. Design/methodology/approach – An empirical study involving 134 French consumers by means of a conjoint analysis method was conducted, and the case of Nespresso coffee was tested. Findings – The results show that self-declaration (Nespresso AAA Sustainable Quality) positively influences consumer preference. Moreover, this positive effect is equivalent to that of independent certification (Fair Trade Max Havelaar). Research limitations/implications – This study’s contribution gives a better insight into the consumers’ response to eco-labelling. It suggests the existence of an interaction effect between the Brand and the responsible label. But, a future research needs to be cond...
Leslie De Chernatony - One of the best experts on this subject based on the ideXlab platform.
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Developing an effective Brand Strategy
CIM Handbook of Strategic Marketing, 1998Co-Authors: Leslie De ChernatonyAbstract:This chapter considers the process which managers can follow to develop an effective Brand Strategy. It opens by clarifying the nature of Brands and their value to corporations and customers. Many organizations are beginning to recognize that in today's more competitive environment they need to have a much clearer Brand Strategy for their existing Brands. Others have identified opportunities for developing new Brands and are going beyond the new product development process, augmenting these with new Brand strategies. By following the systematic process identified in this chapter, managers should be better equipped to develop Brand strategies which more effectively lever their existing Brands, or enable them to gain a competitive lead for their new Brands.
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Formulating Brand Strategy
European Management Journal, 1991Co-Authors: Leslie De ChernatonyAbstract:Whilst Brand Strategy has high priority in most companies, there is often confusion by managers over what Brands are and what they represent. Leslie de Chernatony classifies different types of Brands with a matrix he has developed. This allows managers to decide how to allocate their resources best in this field and improve their Brand Strategy.
Sihem Dekhili - One of the best experts on this subject based on the ideXlab platform.
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eco labelling Brand Strategy
European Business Review, 2014Co-Authors: Sihem Dekhili, Mohamed Akli AchabouAbstract:– The purpose of this paper is to explore consumers’ preference for responsible labels in the specific case of well-known Brands. The research examines the propensity of consumers to consider self-declarations carried out by the company itself in comparison with independent certifications organised by an external third party. , – An empirical study involving 134 French consumers by means of a conjoint analysis method was conducted, and the case of Nespresso coffee was tested. , – The results show that self-declaration (Nespresso AAA Sustainable Quality) positively influences consumer preference. Moreover, this positive effect is equivalent to that of independent certification (Fair Trade Max Havelaar). , – This study’s contribution gives a better insight into the consumers’ response to eco-labelling. It suggests the existence of an interaction effect between the Brand and the responsible label. But, a future research needs to be conducted to gain better understanding of this interaction effect. , – The results suggest that a Strategy of promoting a well-known Branded product based on self-declaration would be effective. They offer additional insights to managers on the eco-labels’ efficiency. , – Contrary to the literature which suggests the superiority of the effect of certifications organised by a third party, this research shows that this finding is not valuable in the case of a well-known Brand. Self-declaration may be preferred by consumers in the same way as independent certification. This research is one of the rare research to stress the need to consider Brand when exploring eco-labelling issue.
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eco labelling Brand Strategy
European Business Review, 2014Co-Authors: Sihem Dekhili, Mohamed Akli AchabouAbstract:Purpose – The purpose of this paper is to explore consumers’ preference for responsible labels in the specific case of well-known Brands. The research examines the propensity of consumers to consider self-declarations carried out by the company itself in comparison with independent certifications organised by an external third party. Design/methodology/approach – An empirical study involving 134 French consumers by means of a conjoint analysis method was conducted, and the case of Nespresso coffee was tested. Findings – The results show that self-declaration (Nespresso AAA Sustainable Quality) positively influences consumer preference. Moreover, this positive effect is equivalent to that of independent certification (Fair Trade Max Havelaar). Research limitations/implications – This study’s contribution gives a better insight into the consumers’ response to eco-labelling. It suggests the existence of an interaction effect between the Brand and the responsible label. But, a future research needs to be cond...
Paolo Guenzi - One of the best experts on this subject based on the ideXlab platform.
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How to use a sponsorship platform to support an international master Brand Strategy: The UniCredit UEFA champions league sponsorship
Journal of Brand Management, 2014Co-Authors: Daniele Penna, Paolo GuenziAbstract:Managers need a better understanding of critical success factors in sponsorship. An excellent example how a multinational company successfully approached this challenge is the case study of UniCredit. This European Bank is one of the sponsors of the UEFA Champions League with an exclusive running from July 2009 until June 2015. This sponsorship is an essential element within the group-wide marketing communication Strategy of UniCredit. It is also a good example of how a multinational company can use an international sports platform to support its master Brand Strategy and to enhance local reBranding processes. The case study illustrates the successful 360° activation on group and local level.
Li Xi - One of the best experts on this subject based on the ideXlab platform.
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the study on employer Brand Strategy in private enterprises from the perspective of human resource management
Energy Procedia, 2011Co-Authors: Yang Chunping, Li XiAbstract:Abstract In order to gain advantage in the competition for talent, private enterprises have to create an enabling Strategy to attract and retain talent, which is employer Brand Strategy. The paper defines the meaning of employer Brand, and then from the actual situation of private enterprises, it explores methods for private companies to build employer Brand in order to establish a good image of employer Brand, attract and retain talent, and can give some guidance for companies’ sustainable development.