The research topic of this paper develops a case study approach that builds on the foundations of Yin＇s ＂linear model＂ and ＂the best practice＂ used in theoretical case studies at international research literature...The research topic of this paper develops a case study approach that builds on the foundations of Yin＇s ＂linear model＂ and ＂the best practice＂ used in theoretical case studies at international research literature. It discusses the case study method and its role and focusing on research questions like healthcare branding, research design, and methodic. Also presents the case study research theory for a research case study. The methods used in this paper are based on hypothesis of a generic hospital branding strategy for the Romanian Private Hospital and also may apply to the Romanian strategy of development of public healthcare entities and partnerships between public and private healthcare entities. An empirical test of the relationships among branding loyalty and awareness, customer satisfaction, trust and relationship commitment suggests that Romanian hospitals can be successful in creating an image and positive brand equity if they can manage their customer relationships well. This can be done through a coordinated strategy of management and marketing development of healthcare entities. The results highlight the dominance of case-study research in qualitative marketing healthcare and highlight the importance of customer relationships in the branding practice of healthcare marketing. It also shows that marketing managers can succeed in creating positive brand equity and image if they can manage relationships with their customers well.展开更多
the issues on space design of commercial stores are the main social problems that people put forward to enjoy life after the development of the national market economy in recent period. Because of the restriction of s...the issues on space design of commercial stores are the main social problems that people put forward to enjoy life after the development of the national market economy in recent period. Because of the restriction of space structure and brand culture, the design rules of commercial stores＇ space have made changes of times. Taking consumers as the main body, the space of commercial stores has gradually focused on humanization and characterization.展开更多
Brand in terms of strategy is a way of relationships between the organization and its target groups, aimed at removing a priori existing conflict. Therefore, formation of a new socio-economic brand ＂Carpathians＂, wh...Brand in terms of strategy is a way of relationships between the organization and its target groups, aimed at removing a priori existing conflict. Therefore, formation of a new socio-economic brand ＂Carpathians＂, which joins a mountain system in the eastern part of Central Europe, Ukraine, Hungary, Poland, Slovakia, Romania, Serbia, and Austria, will help create a new image of Carpathians and implementation of programs aimed at the increase of investment activities, building confidence to domestic producers and creating programs to attract tourists to the most profitable tourist areas, in particular.展开更多
Intangible assets are parts of the companies＇ balance sheet, but given their intangible nature, they cannot be qualified as financial assets as other incomes can be. Therefore, the valuation, even if reflected in acc...Intangible assets are parts of the companies＇ balance sheet, but given their intangible nature, they cannot be qualified as financial assets as other incomes can be. Therefore, the valuation, even if reflected in accounting reports, is far from objective, and each company considers it in accordance with their sectors or auditors. Auditors, consultants, and business schools are developing alternative tools for measuring these assets, but there is not a consensus formula that quantifies the business value of intangibles. In recent years, communication analysts and consultants have developed brand valuation and reputation methodologies, which are starting to have a relative weight in business management. The proposed research work is a review of the current methodologies of reputation valuation as a starting point for creating a reference model formula for the valuation of intangibles that provide professionals and experts in the field with a worldwide recognized tool.展开更多
This study examines the nature of the social discourse of advertising used as a brand positioning discourse. The focus is on consumer advertising, which is directed toward the promotion of some product or service to t...This study examines the nature of the social discourse of advertising used as a brand positioning discourse. The focus is on consumer advertising, which is directed toward the promotion of some product or service to the general public. This paper aimed at analyzing some different commercial advertisements [product/non-product ads] to investigate the intentions and techniques of consumer product companies to reach more consumers and sell more products. Norman Fairclough＇s 3-D model and Kress and Van Leeuwen＇s grammar of visual design were used to analyze the data for professionals, but we are pointed on using stereotypes. When we consider gender stereotypes, we look at notions about the supposedly traditional behaviors of men and women and the characteristics and standards of these behaviors, as grounded in our culture and society. In addition, this study provides analyses of some ads, using different ways of interpretations. All materials are taken from Latvian media.展开更多
文摘The research topic of this paper develops a case study approach that builds on the foundations of Yin＇s ＂linear model＂ and ＂the best practice＂ used in theoretical case studies at international research literature. It discusses the case study method and its role and focusing on research questions like healthcare branding, research design, and methodic. Also presents the case study research theory for a research case study. The methods used in this paper are based on hypothesis of a generic hospital branding strategy for the Romanian Private Hospital and also may apply to the Romanian strategy of development of public healthcare entities and partnerships between public and private healthcare entities. An empirical test of the relationships among branding loyalty and awareness, customer satisfaction, trust and relationship commitment suggests that Romanian hospitals can be successful in creating an image and positive brand equity if they can manage their customer relationships well. This can be done through a coordinated strategy of management and marketing development of healthcare entities. The results highlight the dominance of case-study research in qualitative marketing healthcare and highlight the importance of customer relationships in the branding practice of healthcare marketing. It also shows that marketing managers can succeed in creating positive brand equity and image if they can manage relationships with their customers well.
文摘the issues on space design of commercial stores are the main social problems that people put forward to enjoy life after the development of the national market economy in recent period. Because of the restriction of space structure and brand culture, the design rules of commercial stores＇ space have made changes of times. Taking consumers as the main body, the space of commercial stores has gradually focused on humanization and characterization.
文摘Brand in terms of strategy is a way of relationships between the organization and its target groups, aimed at removing a priori existing conflict. Therefore, formation of a new socio-economic brand ＂Carpathians＂, which joins a mountain system in the eastern part of Central Europe, Ukraine, Hungary, Poland, Slovakia, Romania, Serbia, and Austria, will help create a new image of Carpathians and implementation of programs aimed at the increase of investment activities, building confidence to domestic producers and creating programs to attract tourists to the most profitable tourist areas, in particular.
文摘Intangible assets are parts of the companies＇ balance sheet, but given their intangible nature, they cannot be qualified as financial assets as other incomes can be. Therefore, the valuation, even if reflected in accounting reports, is far from objective, and each company considers it in accordance with their sectors or auditors. Auditors, consultants, and business schools are developing alternative tools for measuring these assets, but there is not a consensus formula that quantifies the business value of intangibles. In recent years, communication analysts and consultants have developed brand valuation and reputation methodologies, which are starting to have a relative weight in business management. The proposed research work is a review of the current methodologies of reputation valuation as a starting point for creating a reference model formula for the valuation of intangibles that provide professionals and experts in the field with a worldwide recognized tool.
文摘This study examines the nature of the social discourse of advertising used as a brand positioning discourse. The focus is on consumer advertising, which is directed toward the promotion of some product or service to the general public. This paper aimed at analyzing some different commercial advertisements [product/non-product ads] to investigate the intentions and techniques of consumer product companies to reach more consumers and sell more products. Norman Fairclough＇s 3-D model and Kress and Van Leeuwen＇s grammar of visual design were used to analyze the data for professionals, but we are pointed on using stereotypes. When we consider gender stereotypes, we look at notions about the supposedly traditional behaviors of men and women and the characteristics and standards of these behaviors, as grounded in our culture and society. In addition, this study provides analyses of some ads, using different ways of interpretations. All materials are taken from Latvian media.
