Temi Abimbola

Conceptualising and Measuring the Equity of Online Brands

Although brand equity is an important source of competitive advantage online, previous conceptualisations and measures overlook the unique characteristics of the internet that render consumers co-creators of brand value. In view of this, a threephased research programme was undertaken to identify the facets of online retail/service (ORS) brand equity and then develop and validate a scale for its measurement. ORS brand equity was found to be a second order construct with five correlated yet distinct dimensions: emotional connection, online experience, responsive service nature, trust, and fulfilment. A series of tests showed that the ensuing 12-item scale has strong psychometric properties. The implications of this research for marketing researchers and practitioners are discussed.

The effects of entrepreneurial marketing on born global performance

Purpose – The purpose of this paper is to investigate born global (BG) business organizations that (from or near their founding) seek superior performance.Design/methodology/approach – The methodology is based on a multi‐case analysis of interviews conducted with five BG enterprises in which it evaluates, compares and contrasts the views of owner founders.Findings – It seems clear to the authors that organizational structure, the entrepreneurial processes adopted in creating firms, as well as marketing and learning orientation are all crucial ingredients in the successful early internationalization of enterprises from emerging economies.Originality/value – Although there are a number of studies on BG firms and a well‐developed literature on entrepreneurial marketing, to the best of the knowledge, this is one of the earliest studies evaluating the synergetic effect of entrepreneurial marketing and issues that arise from the commingling of organisational dynamics, resources and the performance of small‐ and...

Brand, organization identity and reputation: SMEs as expressive organizations

Purpose – The purpose of this research is to identify non‐sector‐specific brand and reputation‐based factors that distinguish successful entrepreneurs and small to medium‐sized enterprises (SMEs) from their larger counterparts. These distinguishing factors provide the building blocks for a theoretical (resource‐based view) model for demonstrating the pivotal role of brand, organizational identity (OI), and reputation building for large enterprises and small businesses in knowledge economies.Design/methodology/approach – To explore (theoretically) and explain (empirically) observed reality through qualitative investigation. This approach conceptualises and explains reality, and puts forward empirical findings as representations of theoretically postulated relationships between entrepreneurial success and brand/OI/reputation. The primary data are from in‐depth interviews with a sample of firms located in Staffordshire/West‐Midlands/regions, UK.Findings – Suggest that branding and reputation building are key...

Conceptualising the notion of corporate brand covenant

Purpose – This paper aims to theorise the concept of corporate brand covenant.Design/methodology/approach – Christian theology is drawn on to define and identify the source of the notion of covenant. Similarly, a review of the literature on the meaning and management of corporate branding is presented. Following a thorough review of the literature, the notion of a corporate brand covenant is conceptualised and discussed. This is firmly supported by a semiotic deconstruction of a corporate advertisement from HSBC.Findings – Six important findings emerged from the study. The first is the Christian theological insight into the notion of covenant. This finding drew the attention of corporate branding academics to the source of this phenomenon. Second, a total of six cardinal principles (initial scenario; a covenanter, a covenant and a covenantee; the covenant is binding on all parties; the covenant is perpetual; the covenant is irreversible; the covenant stems from God and is then handed on to man) were propo...