Marketing Communications and Brand Development in Emerging Economies Volume I

ISBN-13: 9783030886806 / Angielski / Miękka / 2023

Opis

Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Interest in marketing communication and brand development has increased in recent years due to the proliferation of productions, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for firms in emerging economies to understand contemporary issues in marketing to compete effectively and create value for consumers and stakeholders. The first of this two volume work provides insights into this critical issue in a changing world, including destination brand management, brand avoidance, sponsorship, health and personal branding, and offers a futuristic perspective on marketing communications, including the influence of neuromarketing, artificial intelligence, and virtual reality. Meanwhile, Volume II focuses specifically on the effects of the Covid-19 pandemic, social responsibilities, and emerging technologies. Taken together, this two-volume work is a definitive resource for scholars and students of marketing, branding and international business. 

Spis treści

Chapter 1. Marketing Communications and Brand Development - An Introduction (Ogechi Adeola, Robert E. Hinson & A. M. Sakthivel)

Contemporary Perspectives on Marketing Communications and Brand Development - Destination Brand Management and Bran Avoidance

Chapter 2. The Progress of Destination Brand Marketing in Emerging Economies: The Case of ASEAN (Mohd Raziff Jamaluddin, Mohd Hafiz Mohd Hanafiah & Daryl Ace V. Cornell)

The growth of the travel and tourism industry has outpaced that of the global economy for the ninth consecutive year since 2010. Destination competitiveness using travel and tourism indicators is a subject that has been studied for over 30 years in academia. This chapter explores various destination marketing concepts introduced by previous scholars that sparked discussion on the progress of destination marketing especially presenting several popular frameworks that were adopted by the previous scholars. The unpredictable and uncertain nature of the tourism industry makes it challenging for destination marketers to prepare for inevitable changes and allocations that would benefit both demand and supply.  Sustainable marketing is one of the popular topics in recent years due to the unpredictability situation. The travel industry is adapting to changes in the tourism ecosystem, and it will continue to do so for the foreseeable future. Digital marketing is becoming increasingly critical for Destination Marketing Organisations (DMOs) and is being used extensively in their marketing campaigns. Due to the unpredictability generated by different economic and health issues, globalisation and digitisation will become a priority for destination management and marketing in the future. In the post-COVID-19 era, the ability of the DMO to communicate a unique selling proposition effectively will determine its success.

Chapter 3. Nation Branding as a Strategic Approach for Emerging Economies: The Case of UAE (Gouher Ahmed, Ana Abudaqa, C. Jayachandran, Yam Limbu & Rasheed Alzahmi)

A nation can be accepted as a brand and can be viewed as a compound of both historical and contemporary associations with a set of beliefs, customs, traditions, and various economic dynamics. Although there is a growing interest by the researchers and policymakers regarding nation brand (NB), the concept remains complex and challenging to define and achieve. This chapter provides a theoretical contribution to the field of NB, covering a general perspective through Anholt-GfK nation brand’s hexagon and its implication, with some examples of nation brand character in different economies. Additionally, the chapter discusses the relevance, scope, and evolution of nation branding in the United Arab Emirates (UAE) while observing the title of Vision 2021 and its core components. Finally, practical insight is provided for emerging economies interested in enhancing their country image, like UAE. 

Chapter 4. Bank Brand Avoidance - Perspectives from Nigeria and Ghana (Henry Boateng, Uchenna Uzo & Robert E. Hinson)

Brand avoidance is an everyday phenomenon in the lives of consumers. However, existing studies have not adequately investigated service brand avoidance from a phenomenology perspective. Thus, we employed a phenomenological approach to understanding service experiences that inform bank customers’ decisions to avoid bank brands.  We interviewed 30 participants from Ghana and Nigeria who confirmed that they actively choose not to use certain bank brands even though they could afford their service charges. We used thematic analysis techniques to analyse the data. The findings show that the participants avoid some bank brands due to service failure issues which relate to lack of empathy, delays and complex procedures, and technology. The implications of these findings are discussed at the end of the chapter.

Contemporary Perspectives on Marketing Communications and Brand Development - Sponsorship, Health and Personal Branding

Chapter 5. Sponsorship: Practices and Benefits in Emerging Markets (Michael Goldman, Gabriela Klein Netto, Shiling Lin & Richard Wanjohi)

Brand avoidance is an everyday phenomenon in the lives of consumers. However, existing studies have not adequately investigated service brand avoidance from a phenomenology perspective. Thus, we employed a phenomenological approach to understanding service experiences that inform bank customers’ decisions to avoid bank brands. We interviewed 30 participants from Ghana and Nigeria who confirmed that they actively choose not to use certain bank brands even though they could afford their service charges. We used thematic analysis techniques to analyse the data. The findings show that the participants avoid some bank brands due to service failure issues which relate to lack of empathy, delays and complex procedures, and technology. The implications of these findings are discussed at the end of the chapter.

Chapter 6. Sports Communications in South American: The Case of the Soccer World Cup (Raúl Rosales & Roger Tito)

Sports has become a great communication platform through the organisation of events. Sports competitions that are broadcast on different channels are attracting more followers around the world. In South America, soccer remains the most popular, and the most followed sports. This chapter reviews the theoretical advances in sports communication. It will also present key indicators of the leading international competitions in South America and how communication has helped strengthen Sports in the region. Also, this chapter will compare the most important Sports tournament, the Soccer World Cup, with other events of similar characteristics in a bid to evaluate the relevance to the audiences to which it is directed. Information from academic databases and archival reports from companies dedicated to such sports will be used to measure the audience of television programs. This will, therefore, demonstrate how marketing communication has been utilised as a tool to drive sports in South America. 

Chapter 7. Social Media-Driven Consumer-Brand Interactions in Mexico: Healthy Food Brands versus Indulgent Food Brands (Gricel Castillo, Lorena Carrete & Pilar Arroyo)

This chapter explores the effectiveness of companies’ advertising on Facebook in promoting the interaction of consumers with the firm. Specifically, the consumers–firm interaction, as a result of the information posted by brand managers in brand fan pages, is compared for two brand categories: healthy and indulgent foods. The Uses and Gratification Theory is the theoretical framework utilised to explain if companies are providing meaningful content (emotional, informational, relational or remunerative content) that stimulates customers to interact with the company. The study was executed following a mixed-methods approach. In-depth interviews with target consumers between 24 and 40 years old in Mexico were performed to gain a richer understanding of social media use. The information on a netnography study complemented and cross-validated the results obtained through the interviews. Our findings show that consumers judge the entertainment, social interaction and remuneration content of the advertisement in health brand pages to be limited. The fan pages of healthy food brands are mainly informative but unexciting. Conversely, the fan pages of indulgent food brands better satisfy consumers’ needs, specifically concerning the relational and remunerative content. Indulgent brands provide more enjoyable content by giving consumers more opportunities for distraction, recreation and amusement. Based on the study’s findings, managerial implications for food manufacturing companies in emerging economies  are elaborated.

Chapter 8. Health and Lifestyle Branding (Emmanuel Silva Quaye and Leeford Ameyibor)

Any corporate organisations now consider a healthy lifestyle as a strategic branding tool to boost brand equity through promotional and communication tactics. This chapter explores the various factors that explain people’s propensity to maintain healthy lifestyles, regarding organic food eating, physical exercise, disease avoidance, and positive work-life balance. It also explores how corporate brands develop and communicate health and lifestyle branding. The chapter draws on various extant literature from commercial, social, and health marketing to explain the underlying motivations for a healthy lifestyle. These factors are extended to explain healthy lifestyle trends and behaviours in emerging markets. A healthy lifestyle is conceptualised as comprising three key elements: natural food consumption, health care, and life equilibrium. While the marketing literature has predominantly focused on organic food consumption, we refer to physical exercise and health care as vital considerations for understanding healthy lifestyle behaviours. Segmentation theory is utilised to guide the identification of appropriate target segments for healthy lifestyle branding. The chapter concludes with strategic recommendations on how firms may position their brands to achieve effectiveness in health and lifestyle branding.

Chapter 9. Personal Branding (J. N. Halm)

From the late 20^th century, personal branding has gained much traction. There is a general acceptance that each individual has a brand and that it is those who put in the effort, who understand the benefits of a strong personal brand, who end up creating effective personal brands. Such merits include financial considerations as well as a large following. In developing a great personal brand, individuals are to consider the various elements that make up a brand and to go through the necessary steps. It is only in putting in the work needed that a great personal brand emerges with all its attendant advantages. In a workplace characterised by highly qualified individuals, developing strong personal brands will be immensely beneficial not only to individuals but also to organisations they work for. New media, mainly via social media, has unique advantages for individuals who desire to develop great personal brands. This chapter discusses the phenomenon of personal branding, focusing on issues such as brand equity and brand loyalty as they relate to personal branding. The elements and the process that lead to an effective personal brand are discussed. Examples of some successful personal brands are provided at the end of the chapter. 

Futuristic Perspectives on Marketing Communications - A Focus on NeuroMarketing

Chapter 10. Neuromarketing: The Role of the Executive Function in Consumer Behaviour (Chika Remigious Ezegwu, Awele Achi, Chikaodi Francisca Ezugwu)

Over the years, business organisations have spent millions of dollars on marketing campaigns to influence favourable consumer buying behaviour, but the successes of these campaigns have been limited even with increased budgets due to changing dynamics in consumerism. This chapter aims to provide insights on why neuromarketing is key to the success of marketing campaigns in emerging markets by considering a neuropsychological construct — executive function (EF) — which has been shown to influence individuals’ behaviour and decision making. We build on the neuromarketing literature to highlight why it is important to consider EF and its dimensions (inhibitory control, working memory, and cognitive flexibility) in marketing campaigns. We argue that adopting neuromarketing tools in emerging markets will help organisations understand consumers’  affective, cognitive, and behavioural characteristics and how they mentally navigate through marketing stimuli. We conclude that it is important for organisations to rethink marketing campaigns in emerging markets.

Futuristic Perspectives on Marketing Communications - Digital as the Future of Marketing Communication 

Chapter 11. The Future of Marketing: Artificial Intelligence, Virtual Reality and Neuromarketing (Ogechi Adeola, Olaniyi Evans & Jude Ndubuisi Edeh)

The emergence of new technologies is influencing marketing research. Specifically, artificial intelligence (AI), virtual reality (VR) and neuropsychological tools are changing the way we collect, store, and analyse data linked to the marketing of products and services. To realise the benefits of these technologies, which have implications for marketing communications as they facilitate the in-depth understanding of consumer experience, strategic and proactive orientations are required. To this end, this chapter reviews extant literature on AI, VR, and neuromarketing, providing guidance on how future marketing decisions will be made through leveraging these new technology-based tools. With its increasing computer power, AI will support broad marketing applications, such as analysis and targeting of customers for effective decision making. VR can enhance a customer’s experience through the purchase journey, thus providing ample opportunities for marketers to utilise innovative marketing campaigns. Neuromarketing can capture tacit cognitive and emotional responses to marketing stimuli and prepare informed forecasting of consumers’ purchase decisions.

Chapter 12. Leveraging Digital Marketing and Integrated Marketing Communications for Brand Building in Enterprising Markets (Amrita Chakraborty and Varsha Jain)

Digitalisation has enabled brands in emerging markets to connect with target consumers through integrated marketing communication strategies. The purpose of this chapter is to explore and leverage the need for digital marketing for brands in emerging markets. One of the first insights the chapter provides is that digital marketing has created enormous opportunities for brands and consumers to connect. This connection is developed on various social media platforms, such as Facebook, Instagram, and Twitter. Brands are using these platforms to create awareness and communicate value. Digital marketing, aligned with integrated marketing communications, strengthens the relationships between brands and consumers. Therefore, this chapter presents a framework for digital marketing as a new branding strategy for effectively leveraging digital marketing and integrated marketing communications in emerging markets. 

O autorze

Ogechi Adeola is an Associate Professor of Marketing and the Head of Department of Operations, Marketing and Information Systems at the Lagos Business School (LBS), Pan-Atlantic University, Nigeria. Her multi-dimensional research focuses on the advancement of knowledge across the intersection of marketing, tourism, and gender studies. Her research has been published in top international journals, including Annals of Tourism Research, Tourism Management, Journal of Business Research, Industrial Marketing Management, International Marketing Review, and Psychology and Marketing. Her co-authored articles won Best Paper Awards at international conferences for four consecutive years (2016 – 2019). She is a 2016 Visiting International Fellow, Open University Business School, UK and a 2017 Paul R. Lawrence Fellow, USA. She is also the Academic Director of LBS Sales & Marketing Academy. Her international marketing consultancy experience spans Africa, Asia, the UK, and the USA.

Robert E. Hinson is Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School. He is also the Acting Director of Institutional Advancement at the same institution, Research Associate at the University of the Free State Business School, and an Extraordinary Professor at the North West University School of Business and Governance in South Africa. Robert has authored/edited several books and has over a hundred scientific publications to his credit. He has also served as the Rector of the Perez University College in Ghana and holds two doctorate degrees: one in International Business from the Aalborg University in Denmark and another in Marketing from the University of Ghana. Professor Hinson has for the last twenty-two years, consulted for and trained several public and private sector institutions globally in the general areas of Marketing, Sales, and Service Excellence; and served as well on the boards of local and international institutions.

A M Sakthivel is Professor of Marketing at Skyline University College, UAE. He holds a PhD in Business Administration (Marketing) from Utkal University (Equalised under MOE, UAE), Bhubaneswar, India. He also has done certification of EEC (Entrepreneurship Educator Course) with Honors from Stanford University, USA, IIM Bangalore and National Entrepreneurship Network, India, MBA in Marketing and Finance and BBM in Marketing and Finance from Bharathiar University, India. He has 24 years of academic, industry, research, consulting and training experience. He was a Expert Panel Member, Member of Jury, for TATA Hottest Startups, NEN Global, Executive Member, Entrepreneurial Task Force, CII, Tamil Nadu, India, Panel and board member for many leading national and international universities. He conducted programmes for senior and middle level executives (SIFY, CITI Group, FORD, Technip, Savorit Foods, EPPENDORF etc.). He consulted leading government and private organisations such as Indian Railways, SSA, Tamil.

Blurb

“This book is a map for brand managers in today’s fast-changing theatre of marketing communications.”

—Honourable Kojo Oppong Nkrumah, Minister of Information, Ghana

“This book covers contemporary topics in marketing along with relevant examples and theoretical lenses.”

—Prashant Salwan, Professor of Strategic Management and International Business, Indian Institute of Management Indore, India 

“The coverage of chapters from different parts of the world makes this book a truly global one.”

—Thomas Muthucattu Paul, Professor, Papua New Guinea University of Technology, Papua New Guinea

Advances in technology and changes in consumer buying patterns have forced businesses in emerging economies to alter traditional marketing strategies to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Businesses striving to deal with the complexity of these challenges are seeking ways to create value for consumers and stakeholders, communicate the benefits of their offerings, and position their brands in a way that yields the greatest impact. The first of this two-volume book provides insights into nation branding, destination marketing, brand avoidance, sports marketing communications, sponsorship, health and lifestyle branding, digital marketing, and integrated marketing communications, and also offers futuristic perspectives on neuromarketing, artificial intelligence, and virtual reality. Volume II focuses on the influences of the Covid-19 pandemic, social responsibility, and emerging technologies on marketing communications and brand development in a changing world. Businesses in emerging economies will find well-sourced guidelines for marketing communications and brand development in the two volumes.

Ogechi Adeola is Associate Professor of Marketing at the Lagos Business School, Nigeria. 

Robert E. Hinson is Professor and Deputy Vice Chancellor (Academic) at the University of Kigali, Rwanda.

A M Sakthivel is a Professor of Marketing at Skyline University College, UAE.