A framework for transforming the professional identity and brand image of All Nurses as Leaders

BACKGROUND

The professional identity and brand image of nurses as leaders have not kept pace with the roles and scope of contemporary nursing practice.

PURPOSE

To provide a framework to transform the professional identity and brand image of nursing from a caring discipline to one of leaders.

METHODS

A Consensus Development Workgroup (CDW) design was used between the International Society for Professional Identity in Nursing (ISPIN) and the Institute for Brand Image of Nursing (IBIN) to advance the concept of All Nurses as Leaders across all settings and the public domain.

DISCUSSION

The goal is to occupy a position in the minds of all stakeholders that differentiates nursing in a manner that is positive, relevant, accurate, desirable, and consistent over time.

CONCLUSION

Current outcomes are endorsements, evidence-based strategies, and a framework to deconstruct the current brand image and align it with the desired brand image of All Nurses as Leaders.

Factors affecting young customers' smartphone purchase intention during Covid-19 pandemic

Purchase intention has become a critical issue to the marketers of smartphones as the market has become very competitive, volatile, uncertain and dynamic during Covid-19 than ever before. For sustaining in the competitive market, every marketer is trying to upgrade its product appearance, product quality, service quality, attractive features, and latest version of software as a whole. This study has investigated the effects of product features, brand image, product price, and social influences on young customers' purchase intention of smartphone during this Covid-19 pandemic time. Survey was conducted using structured questionnaire by collecting data from 305 respondents by using convenience sampling technique. Statistical Package for the Social Sciences (SPSS) integrated with AMOS was employed for data analysis. Cronbach's alpha, composite reliability and average variance extracted (AVE) were used to test the reliability and validity of the collected data while hypotheses were tested by using Structural equation modeling (SEM). The findings of the study shows that, there is a significant effect of product features, brand image, and product price on purchase intention of a smartphone but social influences has no significant impact on young customers' purchase intention. The study results will help the smartphone marketers to redesign their pandemic and post pandemic segmenting, targeting, differentiation and positioning strategies. Practical and managerial implications along with the future research directions have been discussed at the end of this paper also.

Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers' willingness to pay premium price for portable tech gadgets

In order to sustain business operations during the COVID-19 pandemic, nearly all industries have to adopt online technology and social media marketing activities (SMMAs). Globally, portable tech gadgets are rapidly expanding, but empirical studies on SMMAs in relation to portable tech gadgets in Malaysia have remained scarce. Therefore, this study examined the elements of SMMAs and their influence on brand equity in terms of brand awareness (BBA) and brand image (BBI) as well as brand loyalty (BRL) and willingness to pay premium price (WPP) among Malaysian consumers of portable tech gadgets users. Five components of SMMAs, namely entertainment (ENT), interactivity (INT), trendiness (TRE), customisation (CUS), and electronic word-of-mouth (EWOM), were examined to understand how SMMAs influence BBA, BBI, BRL, and WPP. An online survey was conducted with 1332 Malaysian youths who used social media platforms maintained by portable tech gadget brands as their marketing strategies. The gathered data were evaluated using structural equation modelling. The study's results indicated the significant and positive effects of TRE, CUS, and EWOM on BBA and BBI. INT was revealed to have no significant impact on BBA and BBI. Furthermore, BBI and BBA partially mediated the relationships of the components of SMMAs with WPP. As for the theoretical underpinning, this study used the stimulus-organism-response (S-O-R) model to connect SMMAs (as stimuli), brand equity (as organism), and BRL and WPP (as responses). This study was the first to use the S-O-R model to explore the effects of SMMAs on BRL and WPP in this sector of portable tech gadgets. The study's findings can guide portable tech gadget brands in Malaysia in redesigning and developing the most efficient strategies of SMMAs, which should be tailored to maximise revenues, even during any crisis period (such as the COVID-19 pandemic) when physical marketing activities are deemed difficult.

Package design as a branding tool in the cosmetic industry: consumers' perception vs. reality

The product packaging plays a crucial role in attracting consumers, persuading them to buy the product, and serving as a vehicle for brand communication. Around 73% of purchasing decisions are made at the point of sale. An enhanced appeal and attractiveness of the product make the selection process easier for consumers. Design and marketing are two major areas that are inextricably linked to each other. Good design distinguishes brands and makes products stand out from the crowd, instilling a certain perception in consumers’ minds. Brands that meet the criteria for creating a lasting impression may dominate the market on a global scale in reality. The consumer must perceive the quality that the brand has built into the package, which may be accomplished through various design elements. Colour, shape, images, material, and package convenience are all important design elements in cosmetic branding. These elements are combined well together in a design, but there is a lack of a holistic approach in the design elements that are in line with the consumers’ perspective. These aspects are highlighted in the review paper, which also looks at the importance of product packaging in cosmetics branding, and tries to highlight a few ways in which brands can minimize the gap between desired brand message and consumer perception about the brand.

The role of novel instruments of brand communication and brand image in building consumers' brand preference and intention to visit wineries

This research aims to analyze brand communication and brand image as specific drivers of wine brand preference and their influence on wine consumers' intention to visit associated wineries. Specifically, this paper enhances the understanding of the roles of advertising-promotion, sponsorship-public relations, corporate social responsibility, and social media in brand communication, as well as functional, emotional and reputation components in brand image development in the context of wine tourism industry. Data was collected through a structured and self-administered questionnaire from 486 visitors to wineries in Spain. Partial least squares regression was used to evaluate the measurement model and the hypotheses. The empirical analysis shows that brand communication and brand image have similar positive effects on brand preference, and that brand image mediates the relationship between brand communication and brand preference. This research suggests implications for theory and practice relative to brand management in terms of communication and image; and it proposes insights into novel communication tools and marketing activities for the winery tourism industry. Firms should employ a holistic evaluation of brand communication to involve the whole organization, which would enhance the strategic role that brand communication plays.

SUPPLEMENTARY INFORMATION

The online version contains supplementary material available at 10.1007/s12144-021-02656-w.