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branding</title> <meta name="description" content="Search results for: place branding"> <meta name="keywords" content="place branding"> <meta name="viewport" content="width=device-width, initial-scale=1, minimum-scale=1, maximum-scale=1, user-scalable=no"> <meta charset="utf-8"> <link href="https://cdn.waset.org/favicon.ico" type="image/x-icon" rel="shortcut icon"> <link href="https://cdn.waset.org/static/plugins/bootstrap-4.2.1/css/bootstrap.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/plugins/fontawesome/css/all.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/css/site.css?v=150220211555" rel="stylesheet"> </head> <body> <header> <div class="container"> <nav class="navbar navbar-expand-lg navbar-light"> <a class="navbar-brand" href="https://waset.org"> <img src="https://cdn.waset.org/static/images/wasetc.png" alt="Open Science Research Excellence" title="Open Science Research Excellence" /> </a> <button class="d-block d-lg-none navbar-toggler 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id="custom-search-input"> <div class="input-group"> <i class="fas fa-search"></i> <input type="text" class="search-query" name="q" placeholder="Author, Title, Abstract, Keywords" value="place branding"> <input type="submit" class="btn_search" value="Search"> </div> </div> </form> </div> </div> <div class="row mt-3"> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Commenced</strong> in January 2007</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Frequency:</strong> Monthly</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Edition:</strong> International</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Paper Count:</strong> 3560</div> </div> </div> </div> <h1 class="mt-3 mb-3 text-center" style="font-size:1.6rem;">Search results for: place branding</h1> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3560</span> Intangible Cultural Heritage as a Strategic Place Branding Tool</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=L.%20Ozoli%C5%86a">L. Ozoliņa</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Place branding as a strategic marketing tool is applied in Latvia since 2000. The main objective of the study is to find unique connecting aspects of the intangible cultural heritage elements on the development of sustainable place branding. The study is based on in-depth semi-structured interviews with Latvian place branding experts and content analysis of Latvia's place brand identities. The study indicates place branding as an internal co-creational and educational process of all involved stakeholders of the place and highlights a critical view on the local place branding practices on the notability of the in-depth research of the intangible cultural heritage. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=belonging" title="belonging">belonging</a>, <a href="https://publications.waset.org/abstracts/search?q=identity" title=" identity"> identity</a>, <a href="https://publications.waset.org/abstracts/search?q=intangible%20cultural%20heritage" title=" intangible cultural heritage"> intangible cultural heritage</a>, <a href="https://publications.waset.org/abstracts/search?q=narrative" title=" narrative"> narrative</a>, <a href="https://publications.waset.org/abstracts/search?q=self-image" title=" self-image"> self-image</a>, <a href="https://publications.waset.org/abstracts/search?q=place%20branding" title=" place branding"> place branding</a> </p> <a href="https://publications.waset.org/abstracts/128242/intangible-cultural-heritage-as-a-strategic-place-branding-tool" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/128242.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">144</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3559</span> Sustainability as an Effective Tool for a Place Branding an Application on El Gouna City, Egypt</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Sherine%20El%20Sakka">Sherine El Sakka</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Most developing countries consider sustainability is a luxury, but El Gouna city at hurghada, Egypt, thought differently and uses sustainability as a tool for branding the place. Branding a place is new approach towards sustainable cities development (SCD); sustainability(S) requires multi-dimensional indicators to show the relationship between economic, social, environmental and cultural aspects. Sustainable development (SD) according to Brundland commission defined as" meeting the needs of current generations without negative impact on the needs of future generation’, branding a place (BP) integrate economic, social, environmental and cultural aspects into the city. In order for a city to be a good brand it must possess distinctive characteristics that can be identified, these include city appearance, people’s experience, people’s belief as well as what the city stands for. The study has found that place branding is a way to promote sustainable initiative; place branding has the potential to shape as a leading tool for the concurrence of more sustainable cities in developing countries, sustainability and green development should turn main priorities to developing countries. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=sustainable%20cities%20development%20%28SCD%29" title="sustainable cities development (SCD)">sustainable cities development (SCD)</a>, <a href="https://publications.waset.org/abstracts/search?q=sustainability%28S%29" title=" sustainability(S)"> sustainability(S)</a>, <a href="https://publications.waset.org/abstracts/search?q=sustainable%20development%20%28SD%29" title=" sustainable development (SD)"> sustainable development (SD)</a>, <a href="https://publications.waset.org/abstracts/search?q=branding%20a%20place%20%28BP%29" title=" branding a place (BP)"> branding a place (BP)</a> </p> <a href="https://publications.waset.org/abstracts/44560/sustainability-as-an-effective-tool-for-a-place-branding-an-application-on-el-gouna-city-egypt" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/44560.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">345</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3558</span> Branding a Powerful Catalyst for Rural Economic Development</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mojtaba%20Borhani">Mojtaba Borhani</a> </p> <p class="card-text"><strong>Abstract:</strong></p> By employing the unique characteristics of a region, its economy, climate, geography, and culture, rural communities can create distinctive products. This approach not only boosts economic opportunities but also promotes sustainable growth and preserves cultural heritage. A strategic focus on branding and intellectual property (IP) is essential. By developing strong brands, rural areas can differentiate their products, increase their market value, and build consumer loyalty. Moreover, IP protection safeguards the creative and innovative output of rural communities, incentivizing further development. Rural branding can serve as a cornerstone for community empowerment. It can help to prevent rural exodus by providing economic incentives and a strong sense of place. Additionally, by protecting traditional knowledge and cultural expressions, branding contributes to the long-term sustainability of rural livelihoods. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=intellectual%20property" title="intellectual property">intellectual property</a>, <a href="https://publications.waset.org/abstracts/search?q=regional%20branding" title=" regional branding"> regional branding</a>, <a href="https://publications.waset.org/abstracts/search?q=sustainable%20development" title=" sustainable development"> sustainable development</a>, <a href="https://publications.waset.org/abstracts/search?q=rural%20economy" title=" rural economy"> rural economy</a> </p> <a href="https://publications.waset.org/abstracts/188951/branding-a-powerful-catalyst-for-rural-economic-development" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/188951.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">24</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3557</span> The Influence of Employer Branding Campaign on Organization Commitment and Employee Satisfaction towards Voluntary Intention</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Prabukusumo%20Prakoso">Prabukusumo Prakoso</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The topic research aims to analyze the influence of employer branding towards the voluntary turnover intention on employee by projecting the variable of organization commitment and employee satisfaction. To measure each components of employer branding, the author conducted an exploratory study to confirm the items in the questionnaire. There are 80 respondents that are mostly permanent employees at an IT company in Indonesia, including partner and clients to get external viewpoints of employer branding. The result of this research indicates that employer branding has an influence on the voluntary turnover. Furthermore, to maintain the organization commitment in the company, the management can develop employer branding strategy in order to increase employee’s organization commitment. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=employer%20branding" title="employer branding">employer branding</a>, <a href="https://publications.waset.org/abstracts/search?q=organization%20commitment" title=" organization commitment"> organization commitment</a>, <a href="https://publications.waset.org/abstracts/search?q=employee%20satisfaction" title=" employee satisfaction"> employee satisfaction</a>, <a href="https://publications.waset.org/abstracts/search?q=voluntary%20intention%20turnover" title=" voluntary intention turnover"> voluntary intention turnover</a> </p> <a href="https://publications.waset.org/abstracts/12470/the-influence-of-employer-branding-campaign-on-organization-commitment-and-employee-satisfaction-towards-voluntary-intention" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/12470.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">324</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3556</span> The Impact of Citizens’ Involvement on Their Perception of the Brand’s Image: The Case of the City of Casablanca</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Abderrahmane%20Mousstain">Abderrahmane Mousstain</a>, <a href="https://publications.waset.org/abstracts/search?q=Ez-Zohra%20Belkadi"> Ez-Zohra Belkadi</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Many authors support more participatory and inclusive place branding practices that empower stakeholders’ participation. According to this participatory point of view, the effectiveness of place branding strategies cannot be achieved without citizen involvement. However, the role of all residents as key participants in the city branding process has not been widely discussed. The aim of this paper was to determine how citizens’ involvement impacts their perceptions of the city's image, using a multivariate model. To test our hypotheses hypothetical-deductive reasoning by the quantitative method was chosen. Our investigation is based on data collected through a survey among 200 citizens of Casablanca. Results show that the more citizens are involved, the more they tend to evaluate the image of the brand positively. Additionally, the degree of involvement seems to impact satisfaction and a sense of belonging. As well, the more citizen develops a sense of belonging to the city, the more favorable his or her perception of the brand image is. Ultimately, the role of citizens shouldn’t be limited to reception. They are also Co-creators of the brand, who ensure the correlation of the brand with authentic place roots. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=citybranding" title="citybranding">citybranding</a>, <a href="https://publications.waset.org/abstracts/search?q=sense%20of%20belonging" title=" sense of belonging"> sense of belonging</a>, <a href="https://publications.waset.org/abstracts/search?q=satisfaction" title=" satisfaction"> satisfaction</a>, <a href="https://publications.waset.org/abstracts/search?q=impact" title=" impact"> impact</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%E2%80%99s%20image" title=" brand’s image"> brand’s image</a> </p> <a href="https://publications.waset.org/abstracts/143521/the-impact-of-citizens-involvement-on-their-perception-of-the-brands-image-the-case-of-the-city-of-casablanca" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/143521.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">176</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3555</span> Place Branding and the Sense of Place in the Italian UNESCO World Heritage Site of Vicenza</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=A.%20Chtourou">A. Chtourou</a>, <a href="https://publications.waset.org/abstracts/search?q=K.%20Ben%20Youssef"> K. Ben Youssef</a>, <a href="https://publications.waset.org/abstracts/search?q=M.%20Friel"> M. Friel</a>, <a href="https://publications.waset.org/abstracts/search?q=T.%20Leicht"> T. Leicht</a> </p> <p class="card-text"><strong>Abstract:</strong></p> These Place attributes and destination images associated with tourism destinations are often crucial important for tourist travel decisions and choice behavior. Understanding the interactions between them is fundamental for developing sustainable place brands. Despite their extensive use on an empirical ground, little research has been done in terms of analyzing the constructs that determine the sense of place in the marketing of cultural heritage sites and on how tourist experiences at such places influence tourist motivations to revisit destinations. By referring to the Italian city of Vicenza, internationally renowned for its gold jewelry production and for the Palladian architectures and buildings which have been recognized World Heritage by the UNESCO, the paper aims to identify how destination image, place familiarity and travel satisfaction influence tourists’ motivations to revisit Vicenza. After an introduction and literature review, the paper investigates the importance of the core constructs that determine the sense of place in the tourist practice. In accordance with previous research, the results provide evidence that favorable travel experiences influence revisit intentions positively. The managerial implications and recommendations for the city of Vicenza are discussed. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=consumer%20behavior" title="consumer behavior">consumer behavior</a>, <a href="https://publications.waset.org/abstracts/search?q=heritage%20tourism" title=" heritage tourism"> heritage tourism</a>, <a href="https://publications.waset.org/abstracts/search?q=sense%20of%20place" title=" sense of place"> sense of place</a>, <a href="https://publications.waset.org/abstracts/search?q=place%20branding" title=" place branding"> place branding</a>, <a href="https://publications.waset.org/abstracts/search?q=territorial%20marketing" title=" territorial marketing"> territorial marketing</a> </p> <a href="https://publications.waset.org/abstracts/25745/place-branding-and-the-sense-of-place-in-the-italian-unesco-world-heritage-site-of-vicenza" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/25745.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">408</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3554</span> The Nation as Brand: Postcolonial Construction of National Identity in Late 20th/21st Century Qatar</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ryunhye%20Kim">Ryunhye Kim</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Despite its relatively short history as an independent state, Qatar has emerged as a highly regarded Gulf state and global power. Since its independence in September 1971, the state has employed deliberate policy initiatives designed to put Qatar on the map and distinguish it from other Gulf states. Because Qatar and its neighbors are resource-poor apart from energy, whoever is first to introduce a unique aspect of branding not only takes the lead but assumes what is often an insurmountable advantage. This study examines three specific modes of branding undertaken by Qatar: (1) energy policies to utilize its natural gas to become a dominant supplier; (2) the deliberate construction of a distinct cultural brand utilizing sports, architecture, museums, and media; and (3) ‘niche diplomacy’ to serve as a mediator in regional and intra-national conflicts, especially as interlocutor between the United States and Arab regimes and Muslim groups. Gleaning data from a range of sources, this study analyzes the effectiveness and significance of Qatar’s place branding on the global stage, as well as potential disadvantages and limits in this branding, including problems encountered before and after the ‘Qatar crisis.’ <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=national%20branding" title="national branding">national branding</a>, <a href="https://publications.waset.org/abstracts/search?q=national-identity" title=" national-identity"> national-identity</a>, <a href="https://publications.waset.org/abstracts/search?q=Qatar" title=" Qatar"> Qatar</a>, <a href="https://publications.waset.org/abstracts/search?q=soft-power" title=" soft-power"> soft-power</a> </p> <a href="https://publications.waset.org/abstracts/100665/the-nation-as-brand-postcolonial-construction-of-national-identity-in-late-20th21st-century-qatar" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/100665.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">152</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3553</span> Branding Destination for Major Event: A Case Study of Liverpool as the 2008 European Capital of Culture</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Yi-De%20Liu">Yi-De Liu</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Destination branding is a popular practice adopted by many cities in the context of intensified tourism competition. However, branding for major event is a relatively new domain in the studies of destination marketing. Based on a case study of Liverpool as the 2008 European Capital of Culture, the aim of this paper is to explore the effectiveness of the key branding campaign - the ‘Look of the City’ programme. This study looks at quantitative data collected from on-street face-to-face survey. 611 questionnaires were distributed to and collected from local residents, visitors from the immediate hinterland, domestic tourists and overseas visitors. The analysis is done, first by investigating respondents’ impression on the Liverpool 08 brand and the branding campaign, and then by exploring the effects of campaign. The positioning of Liverpool compared with other similar cities is addressed in the end. The final section extracts lessons from this empirical investigation. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=destination%20branding" title="destination branding">destination branding</a>, <a href="https://publications.waset.org/abstracts/search?q=major%20event" title=" major event"> major event</a>, <a href="https://publications.waset.org/abstracts/search?q=European%20capital%20of%20culture" title=" European capital of culture"> European capital of culture</a>, <a href="https://publications.waset.org/abstracts/search?q=Liverpool" title=" Liverpool"> Liverpool</a> </p> <a href="https://publications.waset.org/abstracts/22719/branding-destination-for-major-event-a-case-study-of-liverpool-as-the-2008-european-capital-of-culture" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/22719.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">320</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3552</span> Identify Affecting Stadium Factors on Branding of Sport Events in Iran</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Nargess%20Fasih%20Mardanloo">Nargess Fasih Mardanloo</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The purpose of this study was to identify affecting Stadium factors on branding of sport events in Iran. Research methods was qualitative. Interviews was used to collect data. Research community were experts and elites of sports management, sports events and sports marketing who use theoretical and Snowball sampling, 11 individuals were selected. The results showed, Effective ingredients in the city of the event included: Design and branding stadiums and sport facilities, General welfare in Stadium, Reconstruction of Present sports places.Managers can pay attention to the effective stadium factors. Then they use of the benefits of branding event, such as an increase in interest and media sponsors, ticket sales are able to enjoy the event, and many others. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand" title="brand">brand</a>, <a href="https://publications.waset.org/abstracts/search?q=branding%20of%20sport%20event" title=" branding of sport event"> branding of sport event</a>, <a href="https://publications.waset.org/abstracts/search?q=sports%20events" title=" sports events"> sports events</a>, <a href="https://publications.waset.org/abstracts/search?q=stadium" title=" stadium"> stadium</a>, <a href="https://publications.waset.org/abstracts/search?q=sport%20management." title="sport management.">sport management.</a> </p> <a href="https://publications.waset.org/abstracts/34086/identify-affecting-stadium-factors-on-branding-of-sport-events-in-iran" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/34086.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">458</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3551</span> Moral Brand Machines: Towards a Conceptual Framework</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Khaled%20Ibrahim">Khaled Ibrahim</a>, <a href="https://publications.waset.org/abstracts/search?q=Mathew%20Parackal"> Mathew Parackal</a>, <a href="https://publications.waset.org/abstracts/search?q=Damien%20Mather"> Damien Mather</a>, <a href="https://publications.waset.org/abstracts/search?q=Paul%20Hansen"> Paul Hansen</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The integration between marketing and technology has given brands unprecedented opportunities to reach accurate customer data and competence to change customers' behaviour. Technology has generated a transformation within brands from traditional branding to algorithmic branding. However, brands have utilised customer data in non-cognitive programmatic targeting. This algorithmic persuasion may be effective in reaching the targeted audience. But it may encounter a moral conflict simultaneously, as it might not consider our social principles. Moral branding is a critical topic; particularly, with the increasing interest in commercial settings to teaching machines human morals, e.g., autonomous vehicles and chatbots; however, it is understudied in the marketing literature. Therefore, this paper aims to investigate the recent moral branding literature. Furthermore, applying human-like mind theory as initial framing to this paper explores a more comprehensive concept involving human morals, machine behaviour, and branding. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20machines" title="brand machines">brand machines</a>, <a href="https://publications.waset.org/abstracts/search?q=conceptual%20framework" title=" conceptual framework"> conceptual framework</a>, <a href="https://publications.waset.org/abstracts/search?q=moral%20branding" title=" moral branding"> moral branding</a>, <a href="https://publications.waset.org/abstracts/search?q=moral%20machines" title=" moral machines"> moral machines</a> </p> <a href="https://publications.waset.org/abstracts/133703/moral-brand-machines-towards-a-conceptual-framework" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/133703.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">163</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3550</span> Employer Branding and Its Influence in Employee Retention in the Non Governmental Organizations in Jordan</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Wasfi%20Alrawabdeh">Wasfi Alrawabdeh</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Abstract The prime purpose of this study was to investigate whether employers use branding in their organizations, and how employer branding influence the attraction and retention of employees in the Non Governmental Organizations (NGOs) in Jordan. The descriptive survey design was adopted for the study. 500 random NGOs employees', including junior and senior staff were conveniently sampled for the study. Data was analyzed using both descriptive and inferential statistics. The results of the study suggest that organizations use employer-branding processes in their business to attract employees and customers. It was also found that brand names of organizations might significantly influence the decision of employees to join and stay in the organizations. It was therefore suggested that employers need to create conducive work environment with conditions to enable employees feel comfortable and remain in the organization. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=Employer%20branding" title="Employer branding">Employer branding</a>, <a href="https://publications.waset.org/abstracts/search?q=Employee%20attraction" title=" Employee attraction "> Employee attraction </a>, <a href="https://publications.waset.org/abstracts/search?q=and%20retention" title=" and retention "> and retention </a>, <a href="https://publications.waset.org/abstracts/search?q=Trust" title=" Trust "> Trust </a>, <a href="https://publications.waset.org/abstracts/search?q=Satisfaction." title=" Satisfaction. "> Satisfaction. </a> </p> <a href="https://publications.waset.org/abstracts/123256/employer-branding-and-its-influence-in-employee-retention-in-the-non-governmental-organizations-in-jordan" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/123256.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">161</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3549</span> Two Fold Dimensional Analysis of Post-Employment Dissonance in Employer Branding Framework of it SMES</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=J.%20Janani">J. Janani</a>, <a href="https://publications.waset.org/abstracts/search?q=S.%20Gomathi"> S. Gomathi</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Despite the new economy is embodied with the ample size of talent pool, the corporate world is facing the hardship in the mismatch of talent demand supply. Therefore to combat with this fallout crisis, here depicts the relevance of Employer Branding. Employer branding is gaining its popularity in Large sized companies especially IT companies but less employer branding awareness among IT SMEs (Small and Medium size Enterprises). There are N range of analysis has been dole out on employer branding from different perspectives and in different industries. The hidden factor behind the employer branding namely the post employment dissonance was not given a lot of importance into the research picture. The present study examines the employer branding as the employer image and the organizational identity. It focuses on the two fold dimensional branding initiatives namely job offer attributes and organizational attractiveness. The study will depict the dissonance level and their variations among the foresaid initiatives from the former employees and the post-employment dissonance from the present employees in IT SMEs and it will also examine the employer perception from the prospective employees towards the stated branding initiatives. The demographic factors such as generational factors (gen X and gen Y) and the career stages are majorly focused in the study. The study will promote the IT SMEs to strengthen their employer branding effectively and efficiently through implementing varied strategies and this will help them to enhance the talent pool at their best. This will eventually result in talent attraction and talent retention. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=employer%20image" title="employer image">employer image</a>, <a href="https://publications.waset.org/abstracts/search?q=organizational%20identity" title=" organizational identity"> organizational identity</a>, <a href="https://publications.waset.org/abstracts/search?q=post-employment%20dissonance" title=" post-employment dissonance"> post-employment dissonance</a>, <a href="https://publications.waset.org/abstracts/search?q=job%20offer%20attributes" title=" job offer attributes"> job offer attributes</a>, <a href="https://publications.waset.org/abstracts/search?q=organizational%20attractiveness" title=" organizational attractiveness"> organizational attractiveness</a>, <a href="https://publications.waset.org/abstracts/search?q=talent%20pool" title=" talent pool"> talent pool</a>, <a href="https://publications.waset.org/abstracts/search?q=career%20stages" title=" career stages"> career stages</a>, <a href="https://publications.waset.org/abstracts/search?q=generational%20factors" title=" generational factors"> generational factors</a>, <a href="https://publications.waset.org/abstracts/search?q=information%20technology" title=" information technology"> information technology</a>, <a href="https://publications.waset.org/abstracts/search?q=SMEs" title=" SMEs"> SMEs</a> </p> <a href="https://publications.waset.org/abstracts/22129/two-fold-dimensional-analysis-of-post-employment-dissonance-in-employer-branding-framework-of-it-smes" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/22129.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">496</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3548</span> The Use of Tourism Destination Management for Image Branding as a Preferable Choice of Foreign Policy</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mehtab%20Alam">Mehtab Alam</a>, <a href="https://publications.waset.org/abstracts/search?q=Mudiarasan%20Kuppusamy"> Mudiarasan Kuppusamy</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Image branding is the prominent and well-guided phenomena of managing tourism destinations. It examines the image of cities forming as brand identity. Transformation of cities into tourist destinations is obligatory for the current management practices to be used for foreign policy. The research considers the features of perception, destination accommodation, destination quality, traveler revisit, destination information system, and behavioral image for tourism destination management. Using the quantitative and qualitative research methodology, the objective is to examine and investigate the opportunities for destination branding. It investigates the features and management of tourism destinations in Abbottabad city of Pakistan through SPSS and NVivo 12 software. The prospective outlook of the results and coding reflects the significant contribution of integrated destination management for image branding, where Abbottabad has the potential to become a destination city. The positive impact of branding integrates tourism management as it is fulfilling travelers’ requirements to influence the choice of destination for innovative foreign policy. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=image%20branding" title="image branding">image branding</a>, <a href="https://publications.waset.org/abstracts/search?q=destination%20management" title=" destination management"> destination management</a>, <a href="https://publications.waset.org/abstracts/search?q=tourism" title=" tourism"> tourism</a>, <a href="https://publications.waset.org/abstracts/search?q=foreign%20policy" title=" foreign policy"> foreign policy</a>, <a href="https://publications.waset.org/abstracts/search?q=innovative" title=" innovative"> innovative</a> </p> <a href="https://publications.waset.org/abstracts/172038/the-use-of-tourism-destination-management-for-image-branding-as-a-preferable-choice-of-foreign-policy" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/172038.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">94</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3547</span> Branding and Posting Strategy on Facebook Pages of Higher Education Institutions in Ontario, Canada in 2019-2020: A Quantitative and Qualitative Investigation</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mai%20To">Mai To</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Higher education institutions (HEIs) in Ontario, Canada have invested in social media presence for multiple purposes, such as branding, student’ engagement, and recruitment. To have a full picture of the social media strategy implemented by HEIs in Ontario, Canada, this study used a mixed-method approach to analyze Facebook posts’ characteristics and content. A total of 1789 Facebook posts from September 2019 to April 2020 of six selected HEIs were collected for analysis and coding based on five pre-determined branding positions: Elite, Nurturing, Campus, Outcome, and Commodity. Besides, the study also calculated the engagement rate for each social media practice to measure its effectiveness. The results show that there were not many differences in practices such as posting frequency, length, types, and timing among HEIs. However, the distribution of branding positions and content targeting future students versus current students was varied, although the HEIs employed all five branding positions and targeted the same lists of audiences. Some practices such as evening post for colleges and nurturing branding for universities attracted significantly higher engagement. This study provides a review of current social media practices and branding strategy, as well as informs the practices that can better engage the audiences. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=branding" title="branding">branding</a>, <a href="https://publications.waset.org/abstracts/search?q=higher%20education" title=" higher education"> higher education</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20media" title=" social media"> social media</a>, <a href="https://publications.waset.org/abstracts/search?q=student%20engagement" title=" student engagement"> student engagement</a>, <a href="https://publications.waset.org/abstracts/search?q=student%20recruitment" title=" student recruitment "> student recruitment </a> </p> <a href="https://publications.waset.org/abstracts/128118/branding-and-posting-strategy-on-facebook-pages-of-higher-education-institutions-in-ontario-canada-in-2019-2020-a-quantitative-and-qualitative-investigation" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/128118.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">126</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3546</span> Branding Good Corporate Governance: A Pathway to Strengthen Investors’ Perception and Brand Equity </h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Azaz%20Zaman">Azaz Zaman</a>, <a href="https://publications.waset.org/abstracts/search?q=Imtiaz%20Uddin%20Chowdhury"> Imtiaz Uddin Chowdhury</a>, <a href="https://publications.waset.org/abstracts/search?q=Mohammad%20Shariful%20Islam"> Mohammad Shariful Islam</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Corporate governance has become a crucial issue in both the business and academic world as a result of world-wide financial scandals and lack of trust in corporate practices. There is no doubt that in order to thrive and attain growth in the market, a company must earn the trust of its stakeholders by consistently delivering on its commitments. Directors of the companies thus comprehend the importance of upfront communication with relevant stakeholders to increase their confidence. The authors of this article argue that practicing good corporate governance is not enough in this highly competitive market place; corporate leaders need to market their good corporate governance practices in order to make the company more attractive to investors. This article also contends that the strength of corporate governance relies wholly upon the extent to which it is communicated simply, effectively and unceasingly to its stakeholders. The main objective of this study, therefore, is to explore the importance of branding good corporate governance in order to increase corporate brand equity, attract investors, and capture market share. A structured questionnaire comprising three sections and a total of 34 questions was prepared and surveyed by the authors among respondents residing in Bangladesh and who also have an academic and corporate background, to investigate the potential impact of branding good corporate governance in the market place. High mean values for individual questions and overall section depict that communicating and branding good corporate governance to the stakeholders will not only boost the investors’ confidence but also increase the corporate brand equity, yielding both profitable and sustainable business environment. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20equity" title="brand equity">brand equity</a>, <a href="https://publications.waset.org/abstracts/search?q=investors%E2%80%99%20preference" title=" investors’ preference"> investors’ preference</a>, <a href="https://publications.waset.org/abstracts/search?q=good%20corporate%20governance" title=" good corporate governance"> good corporate governance</a>, <a href="https://publications.waset.org/abstracts/search?q=sustainable%20business%20environment" title=" sustainable business environment"> sustainable business environment</a> </p> <a href="https://publications.waset.org/abstracts/107182/branding-good-corporate-governance-a-pathway-to-strengthen-investors-perception-and-brand-equity" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/107182.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">113</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3545</span> New Model of Immersive Experiential Branding for International Universities</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Kakhaber%20Djakeli">Kakhaber Djakeli</a> </p> <p class="card-text"><strong>Abstract:</strong></p> For market leadership, iconic brands already start to establish their unique digital avatars into Metaverse and offer Non Fungible Tokens to their fans. Metaverse can be defined as an evolutionary step of Internet development. So if companies and brands use the internet, logically, they can find new solutions for them and their customers in Metaverse. Marketing and Management today must learn how to combine physical world activities with those either entitled as digital, virtual, and immersive. A “Phygital” Solution uniting physical and digital competitive activities of the company covering the questions about how to use virtual worlds for Brand Development and Non Fungible Tokens for more attractiveness soon will be most relevant question for Branding. Thinking comprehensively, we can entitle this type of branding as an Immersive one. As we see, the Immersive Brands give customers more mesmerizing feelings than traditional ones. Accordingly, the Branding can be divided by the company in its own understanding into two models: traditional and immersive. Immersive Branding being more directed to Sensorial challenges of Humans will be big job for International Universities in near future because they target the Generation - Z. To try to help those International Universities opening the door to the mesmerizing, immersive branding, the Marketing Research have been undertaken. The main goal of the study was to establish the model for Immersive Branding at International Universities and answer on many questions what logically arises in university life. The type of Delphi Surveys entitled as an Expert Studies was undertaken for one great mission, to help International Universities to open the opportunities to Phygital activities with reliable knowledge with Model of Immersive Branding. The Questionnaire sent to Experts of Education were covering professional type of questions from education to segmentation of customers, branding, attitude to students, and knowledge to Immersive Marketing. The research results being very interesting and encouraging enough to make author to establish the New Model of Immersive Experiential Branding for International Universities. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=branding" title="branding">branding</a>, <a href="https://publications.waset.org/abstracts/search?q=immersive%20marketing" title=" immersive marketing"> immersive marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=students" title=" students"> students</a>, <a href="https://publications.waset.org/abstracts/search?q=university" title=" university"> university</a> </p> <a href="https://publications.waset.org/abstracts/159248/new-model-of-immersive-experiential-branding-for-international-universities" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/159248.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">81</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3544</span> A Study on Employer Branding and Its Impact on Employee</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Kvnkc%20Sharma">Kvnkc Sharma</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Globalization, coupled with increase in competition is compelling organizations to adopt innovative strategies and identify core competencies in order to distinguish themselves from the competition. The capability of an organization is no longer determined by their products or services alone. The intellectual assets and quality of the human resource are fast emerging as key differentiators. Corporations are now positioning themselves as ‘brands’ not solely to market their products and services, but also to lure and to retain the best talent in the business. This paper identifies leadership as the ‘key element’ in developing an organization’s brand, which has a significant influence on the employee’s eventual perception of this external brand as portrayed by the organization. External branding incorporates innovation, consumer concern, trust, quality and sustainability. The paper contends that employees are indeed an organization’s ‘brand ambassadors. Internal branding involves taking care of these ambassadors of corporate brand i.e. human resource. If employees of an organization are not exposed to the organization’s branding (an ongoing process that functionally aligns, motivates and empower employees at all levels to consistently provide a satisfying customer experience), the external brand could be jeopardized. Internal branding, on the other hand, refers to employee’s perception of the organization’s brand. The current business environment can at best, be termed as volatile. Employees with the right technical and behavioral skills remain a scarce resource and the employers need to be ready to capture the attention, interest and commitment of the best and brightest candidates. This paper attempts to review and understand the relationship between employer branding and employee retention. The paper also seeks to identify potential impact of employer branding across all the factors affecting employees. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=external%20branding" title="external branding">external branding</a>, <a href="https://publications.waset.org/abstracts/search?q=human%20resource" title=" human resource"> human resource</a>, <a href="https://publications.waset.org/abstracts/search?q=internal%20branding" title=" internal branding"> internal branding</a>, <a href="https://publications.waset.org/abstracts/search?q=leadership" title=" leadership"> leadership</a> </p> <a href="https://publications.waset.org/abstracts/39384/a-study-on-employer-branding-and-its-impact-on-employee" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/39384.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">247</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3543</span> MY ATBU: A Rebranding Campaign Using Promotional Products</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Azeez%20Ayodele">Azeez Ayodele</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Promotional products take symbolic roles, they can become an emblem, and they can become part of a rebrand and even be a brand itself. Promotional products express both an institution’s inspirations and its aspirations; it can reflect a continuum. This stimulates the interest of the study, which is to examine the impact of rebranding Abubakar Tafawa Balewa University, Bauchi-Nigeria, using promotional products. It examines the concept of rebranding with the aim to discuss the effectiveness of the promotional products in branding higher educational sector that needs to be assessed and measured. Therefore, some measures of branding activities are proposed. Conclusion suggests that university rebranding is effective and the use of a commercial approach can be easier. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=branding" title="branding">branding</a>, <a href="https://publications.waset.org/abstracts/search?q=higher%20education" title=" higher education"> higher education</a>, <a href="https://publications.waset.org/abstracts/search?q=promotional%20products" title=" promotional products"> promotional products</a>, <a href="https://publications.waset.org/abstracts/search?q=rebranding" title=" rebranding"> rebranding</a> </p> <a href="https://publications.waset.org/abstracts/16589/my-atbu-a-rebranding-campaign-using-promotional-products" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/16589.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">261</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3542</span> A Study on Employer Branding and Its Impacts on Employee’s</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=KVNKC%20Sharma">KVNKC Sharma</a>, <a href="https://publications.waset.org/abstracts/search?q=Soujanya%20Pasumarthi"> Soujanya Pasumarthi</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Globalization, coupled with increase in competition is compelling organizations to adopt innovative strategies and identify core competencies in order to distinguish themselves from the competition. The capability of an organization is no longer determined by their products or services alone. The intellectual assets and quality of the human resource are fast emerging as key differentiators. Corporations are now positioning themselves as ‘brands’ not solely to market their products and services, but also to lure and to retain the best talent in the business. This paper identifies leadership as the ‘key element’ in developing an organization’s brand, which has a significant influence on the employee’s eventual perception of this external brand as portrayed by the organization. External branding incorporates innovation, consumer concern, trust, quality and sustainability. The paper contends that employees are indeed an organization’s ‘brand ambassadors. Internal branding involves taking care of these ambassadors of corporate brand i.e. human resource. If employees of an organization are not exposed to the organization’s branding (an ongoing process that functionally aligns, motivates and empower employees at all levels to consistently provide a satisfying customer experience), the external brand could be jeopardized. Internal branding, on the other hand, refers to employee’s perception of the organization’s brand. The current business environment can at best, be termed as volatile. Employees with the right technical and behavioral skills remain a scarce resource and the employers need to be ready to capture the attention, interest and commitment of the best and brightest candidates. This paper attempts to review and understand the relationship between employer branding and employee retention. The paper also seeks to identify potential impact of employer branding across all the factors affecting employees. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=alignment" title="alignment">alignment</a>, <a href="https://publications.waset.org/abstracts/search?q=external%20branding" title=" external branding"> external branding</a>, <a href="https://publications.waset.org/abstracts/search?q=internal%20branding" title=" internal branding"> internal branding</a>, <a href="https://publications.waset.org/abstracts/search?q=leadership" title=" leadership"> leadership</a> </p> <a href="https://publications.waset.org/abstracts/37770/a-study-on-employer-branding-and-its-impacts-on-employees" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/37770.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">303</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3541</span> A Review of the Potential Impact of Employer Branding on Employee</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=K.%20V.%20N.%20K.%20C.%20Sharma">K. V. N. K. C. Sharma</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Globalization, coupled with increase in competition is compelling organizations to adopt innovative strategies and identify core competencies in order to distinguish themselves from the competition. The capability of an organization is no longer determined by their products or services alone. The intellectual assets and quality of the human resource are fast emerging as key differentiators. Corporations are now positioning themselves as ‘brands’ not solely to market their products and services, but also to lure and to retain the best talent in the business. This paper identifies leadership as the ‘key element’ in developing an organization’s brand, which has a significant influence on the employee’s eventual perception of this external brand as portrayed by the organization. External branding incorporates innovation, consumer concern, trust, quality and sustainability. The paper contends that employees are indeed an organization’s ‘brand ambassadors. Internal branding involves taking care of these ambassadors of corporate brand i.e. human resource. If employees of an organization are not exposed to the organization’s branding (an ongoing process that functionally aligns, motivates and empower employees at all levels to consistently provide a satisfying customer experience), the external brand could be jeopardized. Internal branding, on the other hand, refers to employee’s perception of the organization’s brand. The current business environment can at best, be termed as volatile. Employees with the right technical and behavioral skills remain a scarce resource and the employers need to be ready to capture the attention, interest and commitment of the best and brightest candidates. This paper attempts to review and understand the relationship between employer branding and employee retention. The paper also seeks to identify potential impact of employer branding across all the factors affecting employees. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=external%20branding" title="external branding">external branding</a>, <a href="https://publications.waset.org/abstracts/search?q=organisation%20personnel" title=" organisation personnel"> organisation personnel</a>, <a href="https://publications.waset.org/abstracts/search?q=internal%20branding" title=" internal branding"> internal branding</a>, <a href="https://publications.waset.org/abstracts/search?q=leadership" title=" leadership"> leadership</a> </p> <a href="https://publications.waset.org/abstracts/48044/a-review-of-the-potential-impact-of-employer-branding-on-employee" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/48044.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">239</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3540</span> The Measurement of City Brand Effectiveness as Methodological and Strategic Challenge: Insights from Individual Interviews with International Experts</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=A.%20Augustyn">A. Augustyn</a>, <a href="https://publications.waset.org/abstracts/search?q=M.%20Florek"> M. Florek</a>, <a href="https://publications.waset.org/abstracts/search?q=M.%20Herezniak"> M. Herezniak</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Since the public authorities are constantly pressured by the public opinion to showcase the tangible and measurable results of their efforts, the evaluation of place brand-related activities becomes a necessity. Given the political and social character of place branding process, the legitimization of the branding efforts requires the compliance of the objectives set out in the city brand strategy with the actual needs, expectations, and aspirations of various internal stakeholders. To deliver on the diverse promises, city authorities and brand managers need to translate them into the measurable indicators against which the brand strategy effectiveness will be evaluated. In concert with these observations are the findings from branding and marketing literature with a widespread consensus that places should adopt a more systematic and holistic approach in order to ensure the performance of their brands. However, the measurement of the effectiveness of place branding remains insufficiently explored in theory, even though it is considered a significant step in the process of place brand management. Therefore, the aim of the research presented in the current paper was to collect insights on the nature of effectiveness measurement of city brand strategies and to juxtapose these findings with the theoretical assumptions formed on the basis of the state-of-the-art literature review. To this end, 15 international academic experts (out of 18 initially selected) with affiliation from ten countries (five continents), were individually interviewed. The standardized set of 19 open-ended questions was used for all the interviewees, who had been selected based on their expertise and reputation in the fields of place branding/marketing. Findings were categorized into four modules: (i) conceptualizations of city brand effectiveness, (ii) methodological issues of city brand effectiveness measurement, (iii) the nature of measurement process, (iv) articulation of key performance indicators (KPIs). Within each module, the interviewees offered diverse insights into the subject based on their academic expertise and professional activity as consultants. They proposed that there should be a twofold understanding of effectiveness. The narrow one when it is conceived as the aptitude to achieve specific goals, and the broad one in which city brand effectiveness is seen as an increase in social and economic reality of a place, which in turn poses diverse challenges for the measurement concepts and processes. Moreover, the respondents offered a variety of insights into the methodological issues, particularly about the need for customization and flexibility of the measurement systems, for the employment of interdisciplinary approach to measurement and implications resulting therefrom. Considerable emphasis was put on the inward approach to measurement, namely the necessity to monitor the resident’s evaluation of brand related activities instead of benchmarking cities against the competitive set. Other findings encompass the issues of developing appropriate KPIs for the city brand, managing the measurement process and the inclusion of diverse stakeholders to produce a sound measurement system. Furthermore, the interviewees enumerated the most frequently made mistakes in measurement mainly resulting from the misunderstanding of the nature of city brands. This research was financed by the National Science Centre, Poland, research project no. 2015/19/B/HS4/00380 Towards the categorization of place brand strategy effectiveness indicators – findings from strategic documents of Polish district cities – theoretical and empirical approach. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=city%20branding" title="city branding">city branding</a>, <a href="https://publications.waset.org/abstracts/search?q=effectiveness" title=" effectiveness"> effectiveness</a>, <a href="https://publications.waset.org/abstracts/search?q=experts%E2%80%99%20insights" title=" experts’ insights"> experts’ insights</a>, <a href="https://publications.waset.org/abstracts/search?q=measurement" title=" measurement"> measurement</a> </p> <a href="https://publications.waset.org/abstracts/80817/the-measurement-of-city-brand-effectiveness-as-methodological-and-strategic-challenge-insights-from-individual-interviews-with-international-experts" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/80817.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">145</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3539</span> An Analysis of Human Resource Management Policies for Constructing Employer Brands in the Logistics Sector</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=M%C3%BCberra%20Y%C3%BCksel">Müberra Yüksel</a>, <a href="https://publications.waset.org/abstracts/search?q=%C3%96mer%20Faruk%20G%C3%B6r%C3%A7%C3%BCn"> Ömer Faruk Görçün</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The purpose of the present study is to investigate the role of strategic human resource management (SHRM) in constructing "employer branding" in logistics. Prior research does not focus on internal stakeholders, that is, employees. Despite the fact that logistic sector has become customer-oriented, the focus is solely on service quality as the unique aspect of logistic companies for competitive advantage. With an increasing interest lately in internal marketing of the employer brand, the emphasis is on the value that human capital brings to the firm which cannot be imitated. `Employer branding` has been the application of branding and relationship marketing principles for competitive advantage in SHRM. Employer branding is an organizing framework for human resource managers since it represents an organization’s efforts to promote, both within and outside, a coherent view of what makes the firm different and desirable as an employer, i.e., the distinct “employer brand personality” and "employee value propositions" (EVP) offered. The presumption of employer branding enhanced by internal marketing is to make customer-conscious employees to handle services better by being aligned with business mission and goals. Starting from internal customers and analyzing the gaps of EVP by using analytical hierarchy process methodology (AHP) and inquiring whether these brand values are communicated and conceived well may be the initial steps in our proposal for employer branding in logistics sector. This empirical study aims to fill this research gap within the context of an emergent market- Turkey, which is located at a hub of transportation and logistics. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=Strategic%20Human%20Resource%20Management%20%28SHRM%29" title="Strategic Human Resource Management (SHRM)">Strategic Human Resource Management (SHRM)</a>, <a href="https://publications.waset.org/abstracts/search?q=employer%20branding" title=" employer branding"> employer branding</a>, <a href="https://publications.waset.org/abstracts/search?q=Employee%20Value%20%20Propositions%20%28EVP%29" title=" Employee Value Propositions (EVP)"> Employee Value Propositions (EVP)</a>, <a href="https://publications.waset.org/abstracts/search?q=Analytical%20Hierarchy%20Process%20%28AHP%29" title=" Analytical Hierarchy Process (AHP)"> Analytical Hierarchy Process (AHP)</a>, <a href="https://publications.waset.org/abstracts/search?q=logistics" title=" logistics "> logistics </a> </p> <a href="https://publications.waset.org/abstracts/15751/an-analysis-of-human-resource-management-policies-for-constructing-employer-brands-in-the-logistics-sector" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/15751.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">343</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3538</span> Deconstructing Abraham Maslow’s Hierarchy of Needs: A Comparison of Organizational Behaviour and Branding Perspectives</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Satya%20Girish%20Goparaju">Satya Girish Goparaju</a> </p> <p class="card-text"><strong>Abstract:</strong></p> It is said that the pyramid of Needs is not an invention by Maslow but only a graphical representation of his theory. It is also interesting to note how business management schools have adopted this interpreted theory to organizational behavior and marketing subjects. Against this background, this article attempts to raise the point that the hierarchy of needs proposed by Abraham Maslow need not necessarily be represented in a pyramid, but a linear model would be more eligible in the present times. To propose this point, this article presents needs a comparative study of ‘self-actualization’ (the apex of the pyramid) in organizational behavior and branding contexts, respectively. This article tries to shed light on the original theory proposed by Maslow, which stated that self-actualization is attained through living one’s life completely and not by satisfying individual needs. Therefore, in an organizational behavior perspective, it can be understood that self-actualization is irrelevant as an employee’s life is not the work and the satisfied needs in a workplace will only make the employee perform better. In the same way, a brand does not sell products to satisfy all needs of a consumer and does not have a role directly in attaining self-actualization. For the purpose of this study, select employees of a branding agency will participate in responding to a questionnaire to answer both as employees of an organization and also as consumers of a global smartphone brand. This study aims to deconstruct the interpretations that have been widely accepted by both organizational behavior and branding professionals. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=branding" title="branding">branding</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=needs" title=" needs"> needs</a>, <a href="https://publications.waset.org/abstracts/search?q=organizational%20behavior" title=" organizational behavior"> organizational behavior</a>, <a href="https://publications.waset.org/abstracts/search?q=psychology" title=" psychology"> psychology</a> </p> <a href="https://publications.waset.org/abstracts/139184/deconstructing-abraham-maslows-hierarchy-of-needs-a-comparison-of-organizational-behaviour-and-branding-perspectives" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/139184.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">230</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3537</span> National Branding through Education: South Korean Image in Romania through the Language Textbooks for Foreigners</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Raluca-Ioana%20Antonescu">Raluca-Ioana Antonescu</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The paper treats about the Korean public diplomacy and national branding strategies, and how the Korean language textbooks were used in order to construct the Korean national image. The field research of the paper stands at the intersection between Linguistics and Political Science, while the problem of the research is the role of language and culture in national branding process. The research goal is to contribute to the literature situated at the intersection between International Relations and Applied Linguistics, while the objective is to conceptualize the idea of national branding by emphasizing a dimension which is not much discussed, and that would be the education as an instrument of the national branding and public diplomacy strategies. In order to examine the importance of language upon the national branding strategies, the paper will answer one main question, How is the Korean language used in the construction of national branding?, and two secondary questions, How are explored in literature the relations between language and national branding construction? and What kind of image of South Korea the language textbooks for foreigners transmit? In order to answer the research questions, the paper starts from one main hypothesis, that the language is an essential component of the culture, which is used in the construction of the national branding influenced by traditional elements (like Confucianism) but also by modern elements (like Western influence), and from two secondary hypothesis, the first one is that in the International Relations literature there are little explored the connections between language and national branding, while the second hypothesis is that the South Korean image is constructed through the promotion of a traditional society, but also a modern one. In terms of methodology, the paper will analyze the textbooks used in Romania at the universities which provide Korean Language classes during the three years program B.A., following the dialogs, the descriptive texts and the additional text about the Korean culture. The analysis will focus on the rank status difference, the individual in relation to the collectivity, the respect for the harmony, and the image of the foreigner. The results of the research show that the South Korean image projected in the textbooks convey the Confucian values and it does not emphasize the changes suffered by the society due to the modernity and globalization. The Westernized aspect of the Korean society is conveyed more in an informative way about the Korean international companies, Korean internal development (like the transport or other services), but it does not show the cultural changed the society underwent. Even if the paper is using the textbooks which are used in Romania as a teaching material, it could be used and applied at least to other European countries, since the textbooks are the ones issued by the South Korean language schools, which other European countries are using also. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=confucianism" title="confucianism">confucianism</a>, <a href="https://publications.waset.org/abstracts/search?q=modernism" title=" modernism"> modernism</a>, <a href="https://publications.waset.org/abstracts/search?q=national%20branding" title=" national branding"> national branding</a>, <a href="https://publications.waset.org/abstracts/search?q=public%20diplomacy" title=" public diplomacy"> public diplomacy</a>, <a href="https://publications.waset.org/abstracts/search?q=traditionalism" title=" traditionalism"> traditionalism</a> </p> <a href="https://publications.waset.org/abstracts/72363/national-branding-through-education-south-korean-image-in-romania-through-the-language-textbooks-for-foreigners" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/72363.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">241</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3536</span> The Role of Branding for Success in the Georgian Tea Market</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Maia%20Seturi">Maia Seturi</a>, <a href="https://publications.waset.org/abstracts/search?q=Tamari%20Todua"> Tamari Todua</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Economic growth is seen as the increase in the production capacity of a country. It enables a country to produce more and more material wealth and social benefits. Today, the success of any product on the market is closely related to the issue of branding. The brand is a source of information for a user/consumer, which helps to simplify the choice of goods and reduce consumer risk. The paper studies the role of branding in order to promote Georgian tea brands. The main focus of the research is directed to consumer attitudes regarding Georgian tea brands. The methodology of the paper is based on marketing research. The findings study revealed that the majority of consumers prefer foreign tea brands. The final part of the article presents the main recommendations. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=marketing%20research" title="marketing research">marketing research</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20behavior" title=" customer behavior"> customer behavior</a>, <a href="https://publications.waset.org/abstracts/search?q=brand" title=" brand"> brand</a>, <a href="https://publications.waset.org/abstracts/search?q=successful%20brand" title=" successful brand"> successful brand</a> </p> <a href="https://publications.waset.org/abstracts/110044/the-role-of-branding-for-success-in-the-georgian-tea-market" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/110044.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">136</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3535</span> Promoting Authenticity in Employer Brands to Address the Global-Local Problem in Complex Organisations: The Case of a Developing Country</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Saud%20Al%20Taj">Saud Al Taj</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Employer branding is considered as a useful tool for addressing the global-local problem facing complex organisations that have operations scattered across the globe and face challenges of dealing with the local environment alongside. Despite being an established field of study within the Western developed world, there is little empirical evidence concerning the relevance of employer branding to global companies that operate in the under-developed economies. This paper fills this gap by gaining rich insight into the implementation of employer branding programs in a foreign multinational operating in Pakistan dealing with the global-local problem. The study is qualitative in nature and employs semi-structured and focus group interviews with senior/middle managers and local frontline employees to deeply examine the phenomenon in case organisation. Findings suggest that authenticity is required in employer brands to enable them to respond to the local needs thereby leading to the resolution of the global-local problem. However, the role of signaling theory is key to the development of authentic employer brands as it stresses on the need to establish an efficient and effective signaling environment wherein signals travel in both directions (from signal designers to receivers and backwards) and facilitate firms with the global-local problem. The paper also identifies future avenues of research for the employer branding field. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=authenticity" title="authenticity">authenticity</a>, <a href="https://publications.waset.org/abstracts/search?q=counter-signals" title=" counter-signals"> counter-signals</a>, <a href="https://publications.waset.org/abstracts/search?q=employer%20branding" title=" employer branding"> employer branding</a>, <a href="https://publications.waset.org/abstracts/search?q=global-local%20problem" title=" global-local problem"> global-local problem</a>, <a href="https://publications.waset.org/abstracts/search?q=signaling%20theory" title=" signaling theory "> signaling theory </a> </p> <a href="https://publications.waset.org/abstracts/20110/promoting-authenticity-in-employer-brands-to-address-the-global-local-problem-in-complex-organisations-the-case-of-a-developing-country" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/20110.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">367</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3534</span> The Use of Sustainable Tourism, Decrease Performance Levels, and Change Management for Image Branding as a Contemporary Tool of Foreign Policy</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mehtab%20Alam">Mehtab Alam</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Sustainable tourism practices require to improve the decreased performance levels in phases of change management for image branding. This paper addresses the innovative approach of using sustainable tourism for image branding as a contemporary tool of foreign policy. The sustainable tourism-based foreign policy promotes cultural values, green tourism, economy, and image management for the avoidance of rising global conflict. The mixed-method approach (quantitative 382 surveys, qualitative 11 interviews at saturation point) implied for the data analysis. The research finding provides the potential of using sustainable tourism by implying skills and knowledge, capacity, and personal factors of change management in improving tourism-based performance levels. It includes the valuable tourism performance role for the success of a foreign policy through sustainable tourism. Change management in tourism-based foreign policy provides the destination readiness for international engagement and curbing of climate issues through green tourism. The research recommends the impact of change management in improving the tourism-based performance levels of image branding for a coercive foreign policy. The paper’s future direction for the immediate implementation of tourism-based foreign policy is to overcome the contemporary issues of travel marketing management, green infrastructure, and cross-border regulation. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=decrease%20performance%20levels" title="decrease performance levels">decrease performance levels</a>, <a href="https://publications.waset.org/abstracts/search?q=change%20management" title=" change management"> change management</a>, <a href="https://publications.waset.org/abstracts/search?q=sustainable%20tourism" title=" sustainable tourism"> sustainable tourism</a>, <a href="https://publications.waset.org/abstracts/search?q=image%20branding" title=" image branding"> image branding</a>, <a href="https://publications.waset.org/abstracts/search?q=foreign%20policy" title=" foreign policy"> foreign policy</a> </p> <a href="https://publications.waset.org/abstracts/174465/the-use-of-sustainable-tourism-decrease-performance-levels-and-change-management-for-image-branding-as-a-contemporary-tool-of-foreign-policy" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/174465.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">124</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3533</span> Influence of Branding and Consultancy Services on the Performance of Coaches, Athletes and Sports Managers in Nigeria</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Yakubu%20Nkom%20Bityong">Yakubu Nkom Bityong</a>, <a href="https://publications.waset.org/abstracts/search?q=A.%20I.%20Kabido"> A. I. Kabido</a>, <a href="https://publications.waset.org/abstracts/search?q=K.%20Venkateswarlu"> K. Venkateswarlu</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The influence of branding and consultancy services on sports development and marketing mix has been a matter of interest among coaches athletes and sports managers in Nigeria. Marketers use sports as a promotional vehicle towards attracting customers to their products and services. The use of images, names, and photographs of sports personalities to advertise beverages, cars, and a whole range of other products and services as it is clearly noticed all over the television, radio and print media has generated a lot of argument among consumers who have vested interest and are more drawn to their favorite teams and sports personalities than they are to many company products This paper examines the influence of branding and consultancy services on sports Performance of coaches, athletes and sports managers in Nigeria. From a population of 7,441 made up of coaches, athletes and sports managers, 372 respondents were sampled for the study. A self developed and standardized questionnaire was the instrument used for data collection. One-tailed t-test was used to test the hypothesis. Results revealed that branding and consultancy services influence the performances of coaches, athletes and sports managers in Nigeria. It was concluded that the establishment of the National Institute of Sports (NIS) in Lagos with affiliated sports training programmes in Nigerian Universities is responsible for boosting the performance of sports personalities in Nigeria. It was recommended that National Policy on Sports should be reviewed in order to inculcate new methods and strategies towards enhancing sports development initiatives in the country while stakeholders should intensify regular training and retraining programmes for coaches, athletes and sports managers to update their knowledge and skills. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=branding" title="branding">branding</a>, <a href="https://publications.waset.org/abstracts/search?q=consultancy" title=" consultancy"> consultancy</a>, <a href="https://publications.waset.org/abstracts/search?q=sports%20performance" title=" sports performance"> sports performance</a>, <a href="https://publications.waset.org/abstracts/search?q=sports%20development" title=" sports development"> sports development</a> </p> <a href="https://publications.waset.org/abstracts/32030/influence-of-branding-and-consultancy-services-on-the-performance-of-coaches-athletes-and-sports-managers-in-nigeria" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/32030.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">387</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3532</span> The World Heritage List: A Big Data Spatial Econometrics Approach to Sites Promoting the Brand</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=David%20Wuepper">David Wuepper</a>, <a href="https://publications.waset.org/abstracts/search?q=Marc%20Patry"> Marc Patry</a> </p> <p class="card-text"><strong>Abstract:</strong></p> UNESCO’s World Heritage program requests the inscribed locations to promote the World Heritage brand by clearly presenting information about it on-site. Based on feedback from over 319,000 visitors at 791 locations, we create an index that shows how much the World Heritage sites actually brand themselves as such. We find great heterogeneity throughout the list and explain this econometrically mostly with the economic benefit for the sites but also with cultural brand preferences, which are highest in Asia, followed by Europe and North America. We also find a positive relationship between World Heritage branding and conservation status and a U-shaped relationship between visitor numbers and WH branding. Based on our findings, we recommend to make clear World Heritage branding mandatory for all sites. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=UNESCO%20World%20Heritage" title="UNESCO World Heritage">UNESCO World Heritage</a>, <a href="https://publications.waset.org/abstracts/search?q=collective%20brand" title=" collective brand"> collective brand</a>, <a href="https://publications.waset.org/abstracts/search?q=cultural%20tourism" title=" cultural tourism"> cultural tourism</a>, <a href="https://publications.waset.org/abstracts/search?q=heritage%20conservation" title=" heritage conservation"> heritage conservation</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20equity" title=" brand equity"> brand equity</a>, <a href="https://publications.waset.org/abstracts/search?q=spatial%20econometrics" title=" spatial econometrics"> spatial econometrics</a> </p> <a href="https://publications.waset.org/abstracts/16001/the-world-heritage-list-a-big-data-spatial-econometrics-approach-to-sites-promoting-the-brand" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/16001.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">588</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3531</span> TikTok as a Search Engine for Selecting Traveling Destinations and Its Relation to Nation’s Destinations Branding: Comparative Study Between Gen-Y and Gen-Z in the Egyptian Community</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ghadeer%20Aly">Ghadeer Aly</a>, <a href="https://publications.waset.org/abstracts/search?q=Yasmeen%20Hanafy"> Yasmeen Hanafy</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The way we research travel options and decide where to go has substantially changed in the digital age. Atypical search engines like social networking sites like TikTok have evolved, influencing the preferences of various generations. The influence of TikTok use as a search engine for choosing travel locations and its effect on a country's destination branding are both examined in this study. The study specifically focuses on the comparative preferences and actions of Generations Y and Z within the Egyptian community, shedding light on how these generations interact with travel related TikTok content and how it influences their perceptions of various destinations. It also investigates how TikTok Accounts use tourism branding techniques to promote a country's tourist destination. The investigation of how social media platforms are changing as unconventional search engines has theoretical relevance. This study can advance our knowledge of how digital platforms alter information-seeking behaviors and affect the way people make decisions. Furthermore, investigating the relationship between TikTok video and destination branding might shed light on the intricate interplay between social media, perceptions of locations, and travel preferences, enhancing theories about consumer behavior and communication in the digital age. Regarding the methodology of the research, the study is conducted in two stages: first, both generations are polled, and from the results, the top three destinations are chosen to be subjected to content analysis. As for the research's theoretical framework, it incorporates the tourism destination branding model as well as the conceptual model of nation branding. Through the use of the survey as a quantitative approach and the qualitative content analysis, the research will rely on both quantitative and qualitative methods. When it comes to the theoretical framework, both the Nation Branding Model and the Tourism Branding Model can offer useful frameworks for analyzing and comprehending the dynamics of using TikTok as a search engine to choose travel destinations, especially in the context of Generation Y and Generation Z in the Egyptian community. Additionally, the sample will be drawn specifically from both Gen-Y and Gen-Z. 100 members of Gen Z and 100 members of Gen Y will be chosen from TikTok users and followers of travel-related accounts, and the sample for the content analysis will be chosen based on the survey's results. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=tiktok" title="tiktok">tiktok</a>, <a href="https://publications.waset.org/abstracts/search?q=nation%20image" title=" nation image"> nation image</a>, <a href="https://publications.waset.org/abstracts/search?q=egyptian%20community" title=" egyptian community"> egyptian community</a>, <a href="https://publications.waset.org/abstracts/search?q=tourism%20branding" title=" tourism branding"> tourism branding</a> </p> <a href="https://publications.waset.org/abstracts/173000/tiktok-as-a-search-engine-for-selecting-traveling-destinations-and-its-relation-to-nations-destinations-branding-comparative-study-between-gen-y-and-gen-z-in-the-egyptian-community" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/173000.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">76</span> </span> </div> </div> <ul class="pagination"> <li class="page-item disabled"><span class="page-link">&lsaquo;</span></li> <li class="page-item active"><span class="page-link">1</span></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=place%20branding&page=2">2</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=place%20branding&page=3">3</a></li> <li class="page-item"><a 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