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RISS 인기검색어
- 검색키워드
- 저자 : Roderick J. Brodie (검색결과 3 건)
- 무료
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COUNTRY OF ORIGIN BRANDING: INTEGRATING COLLECTIVE MEANING WITH IDENTITY AND IMAGE
Roderick J. Brodie,Maureen Benson-Rea,Christopher J. Medlin 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.1
Motivated by an illustrative case study which assesses the strength of the New Zealand wine brand, we develop a framework that provides a contemporary perspective on Country of Origin (COO) branding. The New Zealand wine industry’s COO branding was initially built around the country image of “green” production with the logo “riches of a clean green land”. This has been superseded by a branding strategy that focuses on developing the collective meaning of the COO brand with the logo “pure discovery”. A collective approach to branding involves broader considerations, where the brand is used to facilitate processes that co-create experience and meaning that reflects collective interest. This entails the alignment of a complex set of industry relationships where value is co-created within a network of stakeholders that contribute to the heritage of New Zealand Wine and its quality positioning as the country-of-origin. Our contribution comes from a wider conceptual understanding of COO to show that “COO matters” when a shared identity and image are integrated to form a collective meaning which co-creates value to fulfil the expectations of a brand’s promises of innovation, authenticity and quality.
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Customer engagement: Developing an innovative research that has scholarly impact
Roderick J. Brodie,Biljana Juric 한국마케팅과학회 2018 마케팅과학연구 Vol.28 No.3
This essay outlines the development of a stream of research about customer engagement that is having a substantial scholarly impact. We explore the conditions to achieve this success which includes the critical role of the theorizing process. The theorizing process is the core to crafting two seminal contributions. Implications for achieving innovative research that has a scholarly impact concludes the essay.
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COUNTRY OF ORIGIN BRANDING: INTEGRATING COLLECTIVE MEANING WITH IDENTITY AND IMAGE
Roderick J. Brodie,Maureen Benson-Rea,Christopher J. Medlin 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
Motivated by an illustrative case study which assesses the strength of the New Zealand wine brand, we develop a framework that provides a contemporary perspective on Country of Origin (COO) branding. The New Zealand wine industry’s COO branding was initially built around the country image of “green” production with the logo “riches of a clean green land”. This has been superseded by a branding strategy that focuses on developing the collective meaning of the COO brand with the logo “pure discovery”. A collective approach to branding involves broader considerations, where the brand is used to facilitate processes that co-create experience and meaning that reflects collective interest. This entails the alignment of a complex set of industry relationships where value is co-created within a network of stakeholders that contribute to the heritage of New Zealand Wine and its quality positioning as the country-of-origin. Our contribution comes from a wider conceptual understanding of COO to show that “COO matters” when a shared identity and image are integrated to form a collective meaning which co-creates value to fulfil the expectations of a brand’s promises of innovation, authenticity and quality.
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