Search

The objective of this paper is to show the added value of using tools such as eyetracking, galvanic skin response, facial coding and others in the field of market research and user experience research. We will present 3 case studies in which these tools have been used successfully. We will give an overview of the background, the objectives, methods and results and how the neuro-tools provided additional insights into consumer behaviour, which would otherwise not have been possible. In this paper we will specifically show cases from packaging design, advertising research and user experience research thus only covering a small part of possible application areas. [ABSTRACT FROM AUTHOR]

The structure of multilateral financial partnerships has many relationship challenges, which need to be solved to positively impact sustainable human development. There is a lack of understanding in the development relationship between the so-called developed and developing countries, and development economics theories and research, which guide policies, knowledge, and funding to nations in need. Amid widespread pleas for change to the structure, Belize is a country, which remains in an economic development crisis 41 years after joining the World Bank Group. This original paper, uniquely positions "World Bank" as a brand, and adds to missing empirical research on Belize and development economics with a mixed-methods, brand relationship approach. The researchers perform a survey of 20 years of Belize government personnel dialogues about the Bank, and apply Fournier's (1998) brand relationship theories as tools to measure their perceptions of the Bank as well as get a deeper understanding of the relationship. This investigative research finds that Belize perceives it has an "arranged marriage" type brand relationship with the Bank: it is not a sustainable development partner. This brand relationship also negatively affects the way government personnel see themselves and their abilities. The World Bank Group must innovate its development economics methods and practices, assert its social mission, and meet the development needs of its members by first building genuine brand bonds with them. Debtor member countries must re-define their worth, join together, and design their own paths to sustainable development. All countries are developing. [ABSTRACT FROM AUTHOR]

In this study, the researcher examines how brand managers can take advantage of the brand power of their Brands in the marketplace of Pakistan by using strategic logo placement on Packaging. Using the conceptual metaphors of Power in Packaging the researchers have found that consumers prefer a high power brand if its logo is placed on the upper side of the packaging while consumers will not prefer the same high power brand if the logo is placed on the lower side of the packaging. For a low power brand, consumers will prefer it when the logo is placed on the lower side of the packaging, and they will not prefer the same low power brand if the logo is placed on the higher visual side of the packaging. The researchers also linked the underlying mechanism behind this assumption that is the conceptual metaphors of Power; people tend to see a powerful object on the higher visual side and vice versa. [ABSTRACT FROM AUTHOR]

This paper aims to evaluate the relationship between academic optimism and sustainability of higher education. The intervening role of extra role behavior and internal branding is also examined. The data was collected from higher education institutions via randomly selected sample. A confirmatory factor analysis was carried out to evaluate the model fit and reliability, validity and internal consistency of the measures were evaluated. Further, hierarchical regression analysis was used to test the direct and indirect relationship among the hypothesised constructs. The regression analysis results supported a positive relationship between academic optimism and sustainability of higher education through internal branding and extra role behavior. Internal branding and extra role behavior positively mediated the linkage between academic optimism and sustainability in higher education. The study contributes to the practice as it helps academicians, practitioners, and professionals working in higher education institutions in their decision making. • This research examines the role of the stakeholders towards achieving sustainability in educational institutions. • This paper presents an empirical mediated model towards sustainability in educational institutions. • Using social identity theory, stakeholders' role for sustainability was explored. [ABSTRACT FROM AUTHOR]

Abstract: Space exploration is a multifaceted endeavor and will be a “grand challenge” of the 21st century. It has already become an element of the political agenda of a growing number of countries worldwide. However, the public is largely unaware of space exploration activities and in particular does not perceive any personal benefit. In order to achieve highly ambitious space exploration goals to explore robotically and with humans the inner solar system, space agencies must improve and expand their efforts to inform and raise the awareness of the public about what they are doing, and why. Therefore adopting new techniques aiming at informing and engaging the public using participatory ways, new communication techniques to reach, in particular, the younger generation will be a prerequisite for a sustainable long-term exploration program: as they will enable it and carry most of the associated financial burden. This paper presents an environmental analysis of space exploration in the United States and Europe and investigates the current branding stature of the National Aeronautics and Space Administration (NASA) and the European Space Agency (ESA). We discuss how improved market research and new branding methods can increase public space awareness and improve the image of NASA and ESA. We propose a new participatory approach to engage the public as major stakeholder (along governments, the industrial space sector and the science community) that may provide sufficient resources for and sustainability of a long-term space exploration program. [Copyright &y& Elsevier]

During such a complex crisis as the one experienced by humanity since the first quarter of 2020, it is necessary to develop tools that contribute to creating the corporate image for organizations that are currently interested in being identified as brands with high social and environmental commitment. Likewise, elements that contribute to building strong brands during a context that has changed consumption priorities are required. For this reason, this paper aims at adapting the dimension of socially responsible brand personality (SRBP), proposed by Mayorga (2017), taking the situation experienced due to the COVID-19 pandemic as a new context. The objective of this research is to contribute to the management of corporate social responsibility (CSR) by providing, from a communicative perspective, a tool that optimizes the creation of a socially responsible image by the different stakeholders. The results allow us to conclude that there is a structural modification of the brand personality proposed by Mayorga, which can be presumed to be generated by the current environment, and which, therefore, can be established as a pillar of CSR management in the new normal, from a relational point of view. The findings clearly identify the virtue of integrity in brand personality, which is made up of two attributes, which, in turn, are made up of 17 traits that can identify a socially responsible brand. [ABSTRACT FROM AUTHOR]