Kati Suomi

Reputation attributes in retailing services: managerial perspective

Purpose – The purpose of this article is to study the construct of reputation in retail services, its dimensions and attributes from the store management perspective.Design/methodology/approach – The article adapts the conceptual model developed by Vidaver‐Cohen who suggests that reputation predictors are formed by eight quality dimensions. In the first stage of the study 18 interviews were carried out. In the second stage a survey containing 170 statements was conducted.Findings – The main contribution lies on the identification of the context specific attributes of the quality dimensions of reputation and their content in retailing.Research limitations/implications – The study focuses on identifying reputation dimensions and their attributes and contents in the retail context. The empirical data were gathered from stores located in shopping centres.Practical implications – The study suggests that reputation management in the service sector might be easier if managers were better able to recognise the in...

Exploring the dimensions of brand reputation in higher education – a case study of a Finnish master’s degree programme

This exploratory study examines the dimensions that are relevant to brand reputation, particularly in the context of master’s degree programmes. The data analysis is based on Vidaver-Cohen’s ‘Business school quality dimensions and reputational attributes’. The qualitative data for the case study comprise a student questionnaire and semi-structured interviews with other internal and external stakeholders of the multidisciplinary programme in question. The results yield theoretical and practical implications in the area of higher education, and make it clear that brand reputation in this context is a complex and multidimensional construct.

Focusing on dilemmas challenging reputation management in higher education

Purpose – The purpose of this paper is to explore the dilemmas that challenge reputation management in the context of higher education (HE). Design/methodology/approach – The paper introduces one Finnish multidisciplinary masters degree programme as a case in point. The empirical data comprises a student survey and semi-structured interviews with internal and external stakeholders whose work relates to the masters degree programme in question. Findings – The findings identify different types of dilemmas arising from collaboration between stakeholders of HE. Practical implications – The paper demonstrates how the dilemma-reconciliation method can be used to enhance reputation management in HE. Originality/value – The novelty of the paper is in applying dilemma theory (Hampden-Turner and Trompenaars, 2000) in parallel with reputation theories. Dilemma theory attributes reputation risks to conflicting aims.

Creating a Stir: The role of Word of Mouth in Reputation Management in the Context of Festivals

ABSTRACT This qualitative case study examines the role of word of mouth (WOM) in reputation management in the context of networked festival productions. Particularly, it explores the ways in which WOM marketing (WOMM) is employed in festival marketing and brand-building. The paper links reputation and WOM to the concept of cultural branding with the aim of providing a framework for analysing how a festivals reputation shapes the creation of a culturally meaningful message. The empirical analysis is based on a multiple-case study involving three Finnish festivals hosted in the city of Pori: the Porispere Festival, the International Pori Jazz Festival and the International Lain§uojattomat Theatre Festival. The cases represent festivals of different sizes and varying organisational structure, content and life cycle. The findings indicate that the meaning and use of WOMM vary depending on key constitutive differences that affect the nature of the festivals’ reputation and brand-building processes. Although the importance of external and internal stakeholders in these processes is evident, it seems that when the power of networks is recognised as crucial for festivals, WOM has a leveraging role in reputation management and brand-building. In these processes, the value of the festival leaders persona becomes crucial.

Challenges in delivering brand promise – focusing on municipal healthcare organisations

Purpose – The purpose of this paper is to investigate how healthcare professionals understand a new organisational brand and examine the ideas discussed in relation to it within healthcare organisations. Design/methodology/approach – The research is based on a discursive approach that facilitates understanding how the informants perceived a new organisation brand and how that might shape their activities in the enterprise. Findings – The study identified four distinct interpretative repertoires: the organisational brand as an economic solution, the magic wand, the factory and a servant to the customer. The new brand was understood in terms of economic and business-like functions marked by external branding and its signs (logos, etc.). The brand is not communicated to patients or colleagues and the factory metaphor is applied to work practices. Hence, several potential dilemmas arise concerning the brand promise, customer expectations, economic and efficiency gains and the professional values of employees....

Revealing Possibilities for Co-Branding – Focusing on Finnish Higher Education of Creative Economy

Increasing competition for students, funding and support has made universities, MBA programs and other educational parties realize a growing need to market themselves to their key stakeholders as well as to differentiate themselves from their competitors, i.e. to brand themselves. Discourse about branding higher education has emerged in marketing literature during the last few years but is still rather scarce and fragmented. This paper contributes to yet limited higher education (HE) branding literature, the purpose being to explore co-branding possibilities of a Master’s degree program, its host city and an annual international cultural event arranged in the city. The qualitative empirical data covers both interviews with the employees of the program and other stakeholders, as well as a survey among the students of the program. The results suggest that educational programs and institutions could obtain differentiation and brand synergy from related city and festival brands through close cooperation and networking with surrounding stakeholders, i.e. co-branding. Moreover, the results show that even if the host city is not considered a strong brand itself, it is possible to benefit from the place brand ‘entity’. Close cooperation is favourable to the host city and the cultural event, as well as to the program.