Documents found
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191.More information
This article focuses on understanding the role of employee branding capability (EmpBCap) in leveraging country-of-origin image (COI) as a firm resource. Drawing from the resource-based theory and signalling theory, we identify that EmpBCap enhances COI as a country-specific advantage (COI-CSA). Three sets of data were gathered, with 1,060 observations of executives working within internationalised Portuguese and Brazilian firms. Using psychometric procedures and SEM, the findings show that EmpBCap capability is an antecedent of COI-CSA and exerts an indirect effect on firm performance. The article extends previous research on COI from the supplier perspective by addressing calls for COI management research and provides further knowledge on internal brand management.
Keywords: Country-of-Origin Image, Country-Specific Advantage, Capabilities, Employee Branding Capability, Resource-based Theory, Signalling Theory, Image du pays d'origine, Avantage spécifique au pays, Capacités, Capacité de branding des employés, Théorie des ressources, Théorie du signal, Imagen del país de origen, Ventaja específica del país, Capacidades, Capacidad de marca de los empleados, Teoría de los recursos, Teoría de la señalización
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192.More information
AbstractThe swift advent of localization is largely due to wise marketing strategies. Terminology does not take advantage of those strategies, even though its activites are central to the localization process. The close links between localization, terminology planning and marketing are successively presented and discussed.
Keywords: adaptation culturelle et linguistique, aménagement terminologique, localisation, marketing, mercatique
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194.More information
This paper deals with small and very small firms (SF-VSF) business activity in outdoor tourism services. The objective is to analyze these latter as stemming from managers logic of action and not as marketing rationalization of behaviors thinks they should be. Therefore sociological approach is used in order to point out the role of managers' subjectivity and goals in the orientation of their firms business strategies. This research defends the hypothesis of the variety of SF-VSF business practices. Based on semi-structured interviews of 28 small firms' managers in the massif of Vercors (French Alps). This research points out typology of SF-VSF trading action corresponding to managers' practical logics of action. This typology comprises four types of marketing recognized by : 1) passionate craftsman, 2) entrepreneurial, 3) socio-managerial and 4) traditionalist supplies.
Keywords: PE-TPE, Dirigeants, Actions commerciales, Logiques d'action, Tourisme sportif de nature
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196.More information
Dans un contexte où médias et agences tentent de diversifier leurs sources de revenus, où les réseaux sociaux offrent de plus en plus de plateformes aux marques pour publier leurs propres messages et où la crise des médias a affecté négativement le marché de l’emploi dans l’industrie de la presse, le marketing de contenu a trouvé un sol fertile où grandir. Le marketing de contenu permet la création et la distribution de contenu pertinent et à valeur ajoutée sous diverses formes dans le but d’attirer, d’acquérir et d’engager un public cible, c’est-à-dire des consommateurs potentiels et actuels, et générer un éventail d’actions profitables allant de la vente à l’engagement envers la marque. Plusieurs modèles de production de marketing de contenu ont émergé et, parmi ceux-ci, …
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197.More information
The article focuses on the erotic power from the iconographic representations and their resonance. The study is based on the semiotic analysis of the images conveyed by Roxy, on its website dedicated to women surfers. It aims to seize the erotic capital through the scenarization of the bodies, sexuality and social relations. The erotic power is examined from the lexicometric analysis of words associated, by 121 French participants, to an erotic image of women surfers.
Keywords: femmes et pouvoir, femmes et sport, France, méthodes de recherche qualitatives, représentation
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198.More information
Keywords: hôtel, parc à thème, contexte expérientiel, satisfaction, modèle tétraclasse