Robert A. Opoku

Communicating brand personality: are the web sites doing the talking for food SMEs?

Purpose - The purpose of this paper is to analyse web site brand communication by small to medium-sized enterprises (SMEs) in the restaurant franchise industry, using Aakers brand personality dime ...

Preliminary Insights into M-commerce Adoption in Ghana

Utilizing case studies of farmers and fishermen in Ghana, we investigated the mobile commerce (m-commerce) idiosyncrasies of two rural businesses. We specifically examined the investment cost associated with m-commerce, and the m-commerce adoption practices of farmers and fishermen in selected rural districts in Ghana. We adopted a qualitative research approach and conducted in-depth interviews with management and operational personnel, in our target respondent firms. We found that m-commerce facilitates cost reduction for farmers and fishermen, and affords them opportunities for deepening internal and external business relationships. M-commerce also facilitates the delivery of time-sensitive information, which enhances decision-making in transactions. Whilst m-commerce clearly enhances various value delivery propositions for the farming and fishing companies we profiled, it cannot entirely replace their business value chains. The originality of this study lies in the fact that, it is one of the few scholarly investigations focusing on m-commerce from the perspective of a sub-Saharan country.

Electronic supply chain management applications by Swedish SMEs

The Internet has become an integral part of business activities of most corporations today. Electronic supply chain management (SCM) can improve the operational efficiency of the firm by streamlining processes between the company and its suppliers, business partners, and customers. This research explores the extent and the degree of Internet application in Swedish small- and medium-sized enterprises (SMEs). The analyses of the data show that the Swedish SMEs use the Internet in their supply chain activities to a large degree. The study establishes some differences between smaller and larger organizations as well as between manufacturing and service companies.

Positioning in market space : the evaluation of Swedish universities' online brand personalities

ABSTRACT The paper extends Aakers previous empirical work on brand personality by exploring whether Swedish Universities communicate distinctive brand personalities in cyberspace. Employing a multistage methodology, data are drawn from the English Web sites of 17 Swedish universities and analyzed by using a combination of computerized content and correspondence analyses. Results indicate that some universities appear to have clear brand personalities, others take on a new face with regard to the obvious personality one would have initially associated them with, while others fail to communicate their brand personalities in any distinct manner. While illustrating a powerful but simple and relatively inexpensive way for institutions for higher education and brand researchers to study communicated brand personalities, this study also highlights the growing importance of brand positioning issues in internationalization and globalization of higher educational institutions.

Private label competition : the perspective of Swedish branded goods manufacturers

Purpose – This paper aims to gain a better understanding of how Swedish branded goods manufacturers (BGMs) deal with the increased usage of private labels.Design/methodology/approach – The approach takes the form of answering the three research questions of this study: how private labels are viewed by BGMs on the Swedish market; how Swedish BGMs strategically respond to the increases in private labels; and how the benefits and drawbacks of these strategic responses are perceived by Swedish BGMs. A contrasting multiple case study of four Swedish companies in the fast‐moving consumer goods (FMCG) industry was used.Findings – The perceived advantages of private labels are connected to their overall control of the market in which they operate, whereas the advantages of BGMs are seen to be linked to product development and superior brand reputation. BGMs respond to private labels by taking them seriously and striving to increase the perceived distance of their brands from private labels in the eyes of the consumers. The overall benefit of these strategies is perceived to be preparedness for increased private label competition, while the drawbacks vary between companies.Research limitations/implications – In addition to empirical testing based on previous research on private label competition in a new setting, the study also presents suggestions for future research and the implications of the findings for managers.Practical implications – Findings indicate that BGMs should take the emergence of private labels seriously, while at the same time striving to maintain good business relationships with the retailers.Originality/value – The study provides insights into the competitive situation between private labels and the manufacturer brands in the Swedish FMCG market.

Mapping Destination Personality in Cyberspace: An Evaluation of Country Web Sites Using Correspondence Analysis

Drawing on cross-sectional studies on how to evaluate Web sites, this study explores how the correspondence analysis method can be used to evaluate and map destination personalities. The study also underscores the importance of and adds to the new ways researchers and marketing communicators can evaluate and map Web sites using correspondence analysis. The steps involved in producing and interpreting the maps are described in detail using an example of 10 African country Web sites. The limitations of using this technique and the implications of this study for practitioners and management are also discussed.

Online communication of brand personality : a study of MBA programs of top business schools

Brand personality has often been considered from the perspective of products, corporate brands or countries, but rarely among service offerings. Moreover, there remains the consideration of how these entities are communicated online. This article explores the brand personality dimensions that business schools communicate and whether they differ in putting across clear and distinctive brand personalities in cyberspace. Three clusters from the Financial Times’ top 100 full-time global MBA programs in 2005 are used to undertake a combination of computerised content and correspondence analyses. The content analysis was structured using Aakers Rve-dimensional framework whilst the positioning maps were produced by examining the data using correspondence analysis. Results indicate that some schools have clear brand personalities while others fail to communicate their brand personalities in a distinct way. This study also illustrates a powerful, but simple and relatively inexpensive way for organisations and brand researchers to study the brand personalities actually being communicated.

Gathering customer feedback online and Swedish SMEs

Purpose – This paper aims at exploring and describing the tools used by small‐ and medium‐sized enterprises (SMEs) to collect customer feedback online, their components and the criteria used in selecting these internet‐based tools.Design/methodology/approach – Multiple in‐depth case studies were conducted on five SMEs all of which are engaged in customer feedback collection online. The data collected by personal interviews was analysed in a cross‐case analysis. Findings: We conclude that e‐mail is the most dominant tool though supported other offline means. Components of Internet‐based customer feedback system and the criteria for assessing Internet‐based customer feedback collection tool by SMEs were also identified.Research limitation/implications – Five cases were investigated out of 60 and the study was restricted to the northern part of Sweden. Adding other methods could also have cross‐fertilised the study.Practical implications – The study reinforces the need for SMEs managers to use the Internet t...

Brand Management and Strategic Performance

ABSTRACT This article reports on a study using a previously published checklist to assess the brand management practices of South African firms. Indications are that the perceptions of a sample of senior managers regarding how well their institutions manage their brands are reasonably positive, and that the management of brands has effects on a firms profitability, market share and growth compared to competitors. While the checklist used seems to possess the characteristic of reliability, further development needs to be done on aspects of its underlying structure. Implications for managers and further avenues for research are identified and discussed.

Brand Management and Strategic Performance: Some Evidence from South Africa

ABSTRACT This article reports on a study using a previously published checklist to assess the brand management practices of South African firms. Indications are that the perceptions of a sample of senior managers regarding how well their institutions manage their brands are reasonably positive, and that the management of brands has effects on a firms profitability, market share and growth compared to competitors. While the checklist used seems to possess the characteristic of reliability, further development needs to be done on aspects of its underlying structure. Implications for managers and further avenues for research are identified and discussed.