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Abstract For many customers and consumers, the brand ‘is the product’. Managers and marketing specialists therefore consider branding as a key strategic tool used to create awareness, reputation and build the organisation's image. The brand image results from contacts that stem from both the marketing and communications domains. To develop a synergistic brand identity all levels of consumer interaction or contact with the brand must be addressed and not only those delivered through planned marketing communications efforts. The purpose of this article is to provide an overview of the theory underlying the perceived nature and role of alternative brand communication contacts, within the context of the outside-in integrated brand contact approach in the South African marketing and communications industry. Certain propositions will be formulated to serve as stimuli that can be used to critically assess the inclusion of alternative brand communications techniques as an extra function of Integrated Marketing Communications (IMC). Suggestions for future research will be offered. Vir baie verbruikers en kliënte is die handelsmerk die ‘produk’. Bestuurders en spesialiste in bemarking beskou die handelsmerk dus as 'n kern strategiese wapen wat aangewend word om bewuswording en reputasie te bou en die organisasie se beeld te vestig. Die handelsmerkbeeld het sy oorsprong in kontak wat uit beide die bemarkings- en kommunikasiedomeine voortvloei. Die ontwikkeling van die handelsmerkidentiteit op 'n sinergistiese wyse vereis dat alle vlakke van kontak en interaksie met die handelsmerk aangespreek word. Die doel van hierdie artikel is om 'n oorsig te gee van die teorie wat die aard en rol van alternatiewe handelsmerk kommunikasie-kontakte, in die konteks van die uitwaartse-in, geïntegreerde handelsmerk kommunikasie in die Suid Afrikaanse bemarkings- en kommunikasie-industrie, onderlê. 相似文献
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Asia Europe Journal - In this joint paper, ‘Transcending Borders: The Sea as Realm of Memory’, we shall discuss issues of regional integration by applying the concept of realm of memory... 相似文献
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Robert North 《后苏联事务》2013,29(3):228-231
A political scientist and specialist on Russian electoral and ethnic politics provides an explanation of machine politics in Russia's regions that accounts for the great variation in the power of these machines. The focus is on distinguishing among the economic and ethnic legacies of the Soviet period, the effects of the transition itself, and the impact of provincial leadership. As evidence, the author presents a historicalinterpretive examination of Russia's transition at the level of provincial politics as well as a statistical analysis of factors impacting the strength of regional machine candidates in the 1999 single-member-district Duma elections. 相似文献
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Tarrant Mark North Adrian C. Hargreaves David J. 《Journal of youth and adolescence》2004,33(3):177-185
This study investigated the intergroup perceptions of 2 social groups. English adolescents aged 14–15 years were asked to make causal attributions for various positive and negative behaviors performed by members of an in-group and an out-group. In the first condition (n = 45), participants rated members of their own peer group and members of a peer group to which they did not belong. Participants in the second condition (n = 45) rated English adolescents and members of a national out-group (either France or Germany). Results showed that participants in both conditions reported perceptions that were biased towards the formation of a favorable in-group evaluation. However, the relationship between intergroup discrimination and identification with the in-group was in the expected direction for participants in the peer group condition only. This observation is explained in terms of the potential level of identity threat posed by the prevalent intergroup context. 相似文献
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Malpractice law is frequently justified by the claim that it improves health care services but this belief remains untested. Using a multiple case study in 16 remote rural areas in New Zealand, this study examined the effects of formal quasi-judicial investigations on the quality of health care services. The study found that the fragile local health systems were damaged by the quasi-judicial investigations of the medical disciplinary body and became less efficient and less user-friendly. A few doctors left rural practice and were difficult to replace. The remaining health workers responded to the investigations in a negative manner, losing confidence, enthusiasm and motivation for work; they performed in a less efficient manner, working more slowly, setting up barriers to access, ordering more tests and referring more to secondary care. Complainants also appeared to have been disadvantaged as a consequence of having complained. 相似文献