International Review of Management and Business Research, 2014
IntroductionBranding is becoming more critical as businesses face an increasingly global and comp... more IntroductionBranding is becoming more critical as businesses face an increasingly global and competitive marketplace. One of the toughest challenges for the clothing industry is to stand out amid competitors. The ubiquitous media has complicated marketing efforts, making it imperative for businesses to seek more effective methods to increase their influence in the marketplace, where branding may be an essential tool (Bouhlel, Mzoughi, Hadiji, & Slimane, 2009). On a global economic level, industries that have traditionally relied on export and original equipment manufacturing (OEM) as their primary business model, such as clothing industries, are increasingly affected by global low-cost competitors. These industries have been forced to change by developing their own brand to protect themselves from low profit margins, an unpredictable market, and legal issues, in an effort to add value to their business, such as extracting a premium price, attracting capital, and facilitating relatio...
International Journal of Revenue Management, Mar 20, 2015
... It is an independent inspection and certification institute which assures international stand... more ... It is an independent inspection and certification institute which assures international standards to ... It also combines multimedia sales platform to provide competitive low-price organic vegetables ... According to Sekem's Sustainability Report in 2007, it employs flexible order system ...
For this study, we sought to understand the conceptualization of sports organizations in the CSR ... more For this study, we sought to understand the conceptualization of sports organizations in the CSR context from the customer perspective. Previous studies have mainly focused on the positive effect of CSR and neglected the negative effect of irresponsible behaviors. The associations on these entities are often treated discretely, whereas the interrelatedness of the associations are overlooked. This research employs the brand concept map (BCM) method to elucidate the complex and interconnected associations of how a sports organization is perceived, and presents these findings in a graphical network structure. The aggregated network of associations in people's memory, consisting of performance, setting, and auxiliary elements, constitutes the core (brand) images and relevant patronage values of an organization. This research contributes to the understanding of sports brand on the association and network levels. This study identifies useful individual associations such as baseball, players, mascots, related products and corporations, CSR-related behaviors, and the interconnection patterns between elements. These identified factors are useful in detecting and developing patronage and in identifying incongruence in the conceptualization of brand and organization image. The interconnectivity and network structure of people's associations are considered by the employed in this methodology in this study. This study identifies the framework of relevant associations, elements, values, and interconnection patterns, which not only provide comprehensive information in understanding complex conceptual perceptions, but might also be leveraged and focused on by marketers for an enhanced creative marketing and communication strategy.
... It is an independent inspection and certification institute which assures international stand... more ... It is an independent inspection and certification institute which assures international standards to ... It also combines multimedia sales platform to provide competitive low-price organic vegetables ... According to Sekem's Sustainability Report in 2007, it employs flexible order system ...
International Review of Management and Business Research, 2014
IntroductionBranding is becoming more critical as businesses face an increasingly global and comp... more IntroductionBranding is becoming more critical as businesses face an increasingly global and competitive marketplace. One of the toughest challenges for the clothing industry is to stand out amid competitors. The ubiquitous media has complicated marketing efforts, making it imperative for businesses to seek more effective methods to increase their influence in the marketplace, where branding may be an essential tool (Bouhlel, Mzoughi, Hadiji, & Slimane, 2009). On a global economic level, industries that have traditionally relied on export and original equipment manufacturing (OEM) as their primary business model, such as clothing industries, are increasingly affected by global low-cost competitors. These industries have been forced to change by developing their own brand to protect themselves from low profit margins, an unpredictable market, and legal issues, in an effort to add value to their business, such as extracting a premium price, attracting capital, and facilitating relatio...
International Journal of Revenue Management, Mar 20, 2015
... It is an independent inspection and certification institute which assures international stand... more ... It is an independent inspection and certification institute which assures international standards to ... It also combines multimedia sales platform to provide competitive low-price organic vegetables ... According to Sekem's Sustainability Report in 2007, it employs flexible order system ...
For this study, we sought to understand the conceptualization of sports organizations in the CSR ... more For this study, we sought to understand the conceptualization of sports organizations in the CSR context from the customer perspective. Previous studies have mainly focused on the positive effect of CSR and neglected the negative effect of irresponsible behaviors. The associations on these entities are often treated discretely, whereas the interrelatedness of the associations are overlooked. This research employs the brand concept map (BCM) method to elucidate the complex and interconnected associations of how a sports organization is perceived, and presents these findings in a graphical network structure. The aggregated network of associations in people's memory, consisting of performance, setting, and auxiliary elements, constitutes the core (brand) images and relevant patronage values of an organization. This research contributes to the understanding of sports brand on the association and network levels. This study identifies useful individual associations such as baseball, players, mascots, related products and corporations, CSR-related behaviors, and the interconnection patterns between elements. These identified factors are useful in detecting and developing patronage and in identifying incongruence in the conceptualization of brand and organization image. The interconnectivity and network structure of people's associations are considered by the employed in this methodology in this study. This study identifies the framework of relevant associations, elements, values, and interconnection patterns, which not only provide comprehensive information in understanding complex conceptual perceptions, but might also be leveraged and focused on by marketers for an enhanced creative marketing and communication strategy.
... It is an independent inspection and certification institute which assures international stand... more ... It is an independent inspection and certification institute which assures international standards to ... It also combines multimedia sales platform to provide competitive low-price organic vegetables ... According to Sekem's Sustainability Report in 2007, it employs flexible order system ...
Uploads
Papers by Tzuyi Kao