Based on an analysis of brands with intense ethnic digital self-presentation, this qualitative study introduces a notion of brand identity work. Four contributions are made: theorizing brand identity work as an identity-building process that involves brand construction and brand presentation; unpacking the tensions between brand construction and brand presentation specific to ethnic marketing; suggesting a dynamic vision of authenticity; and uncovering presentation strategies that address these conflicts. We find that behind the tensions between brand construction and brand presentation lies a brand preoccupation with authenticity.
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Based on institutional theory and the dynamic capability view, this study delves into the relationship between a firm's climate change adaptation (CCA) capability and its performance, with a focus on the mediating influence of business-to-business (B2B) marketing capability. The study poses two main research questions: RQ1: What role do institutional pressures play in fostering CCA capability among B2B firms in both developed and developing countries? RQ2: How does the CCA capability of B2B firms impact their performance? To validate the theoretical model developed, data is collected through surveys conducted in a developed country (Australia) and a developing country (South Africa). The study holds significance on two fronts: (a) being among the first to examine the influence of institutional pressures on CCA capability development, and (b) uncovering the mediating role of marketing capability in enhancing B2B firm performance through CCA capability. The study's novel contribution lies in identifying pivotal elements for driving exceptional B2B firm performance amidst climate change, while employing institutional theory and the dynamic capability view to elucidate underlying mechanisms.
BAG Surajit - EMLV |
- Recherche
- Logistique et Supply Chain, Management Stratégique, Marketing, Vente et Communication