Brand, Identity and Reputation: Exploring, Creating New Realities ...

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3.3 Opinions of Facebook members of Selva brand 200 subjects who are the members of Selçuk University Facebook page have stated that they agree with the ruling, ―The group I belong to reflects my character‖ in the one sample T-test according to Table-3 which is applied to their answers (P=0,001). The subjects have stated an opinion such that they certainly agree with the ruling, ―The group I belong to is a part of my image‖ ( p=0,001). The subjects have stated that they definitely agree with the ruling, ―I am supplying a major social benefit to this group as member― (P=0,001). According to Table-6, The participants surely agree that the subjects are of the ―sincerity‖, sophisticate and ―Competence‖ image of the brand in terms of the image of the University. They certainly agree that the brand is of a ―Excitement‖ giving image. They do not agree that the brand is of a ―Ruggedness‖ image. There is no significant difference between the genders in terms of reasons for the membership to the group. In the independent t-test carried out between the men and women in terms of image of the university, no significant difference is found. 4.CONCLUSION The social media use purposes of the organization administrators are found to be different. The profit making company, Selva, uses the social media for establishing a brand image, reach their target group using a speedy and sincere language, and support the traditional promotion activities. The non-profit making organization, Homeless Animals Protection Association, uses the social media to reach their target group speedily and free of charge, and reduce the costs in an unprofessional way. The University, Selçuk University, uses the social media to reach their members in a speedy and inexpensive way. Furthermore, the efforts of the university to create a brand identity are also realize via social media. 5.TABLE Table-1 Opinions of Facebook members of Selva Food Inc. t P The group I belong to reflects my character 2,4 0,017 The group I belong to is a part of my image 5,212 0,001 I am supplying a major social benefit to this group as member -0,931 0,353 Table-2 Opinions of Facebook members of Homeless Animal‘s Protection Association t P The group I belong to reflects my character 15,707 0,001 The group I belong to is a part of my image 4,365 0,001 I am supplying a major social benefit to this group as member -14,181 0,001 Table-3 Opinions of Facebook members of Selcuk University t P The group I belong to reflects my character 6,914 0,001 The group I belong to is a part of my image 8,771 0,001 I am supplying a major social benefit to this group as member 15,596 0,001 Table-4 Facebook Members of Selva Food Inc. Image Perception Selva Food Inc. Image t P Sincerity 6,315 0,001 Sophistication 3,388 0,001 Excitement -1,191 0,235 Competence 2,015 0,045 Ruggedness -15,584 0,001 16
Table-5 Facebook Members of Homeless Animal‘s Protection Association Image Perception Homeless Animal‘s Protection Association Image t P Sincerity 3,363 0,001 Sophistication 9,312 0,001 Excitement -12,547 0,001 Competence -8,982 0,001 Ruggedness -76,26 0,001 Table-6 Facebook Members of Selcuk University Image Perception Selcuk University Image t P Sincerity 13,663 0,001 Sophistication 8,667 0,001 Excitement 12,293 0,001 Competence 33,402 0,001 Ruggedness -12,207 0,001 Table-7 Independent ―t‖ test results that Image Perception According to Gender Variety Selva Food Inc. Image t P Sincerity 3,964 0,001 Competence -6,091 0,001 6.References 1. Borça, Güven, (2002), Bu Topraklardan Dünya Markası Çıkar mı? İstanbul: Kapital Medya.sf.142. 2. Aaker,David,A., (1997), Building Strong Brands. USA: Free pres Business 3. Keller, Kevin Lane (2003), Brand Synthesis: The Multidimensionality of Brand knowledge, Journal of Consumer Research, 29 (4), 595-600. 4. Dunn, Heather, M., (2010), Socıal Medıa As A Brandıng Tool In Heterogeneous Organızatıons: A Collectıve Case Study Approach, Master of Art, School of Clemson University 5. Andreas M. Kaplan, Michael Haenlein, (2010) Users of the world unite! The challenges and oppurtunities of Social Media, Business Horizons, 53, 59—68 6. Jan H., Kietzmann , Kristopher, Hermkens , Ian P., McCarthy , Bruno S., Silvestre., (2011), Social media? Get serious! Understanding the functional building blocks of social media, Business Horizons, In Press, Corrected Proof, Available online 5 February 2011. 17
Page 1 and 2: Book of Proceedings Brand, Identity
Page 3 and 4: Session 1.1 Emotional Branding in T
Page 5 and 6: p.31) consumers tend to those sourc
Page 7 and 8: Tables and figures Brand perception
Page 9 and 10: Malaysia‘s Global Halal Hub - ―
Page 11 and 12: Birds of a Feather Consume Sports T
Page 13 and 14: Session 1.2 How is Social Media, li
Page 15: 2. Interviews made with the adminis
Page 19 and 20: content (UGC) or even direct intera
Page 21 and 22: Fierman, (1991) found that 47% of c
Page 23 and 24: Multiple Dimensions of Brand Identi
Page 25 and 26: Session 1.3 Corporate Identity, Cor
Page 27 and 28: CSR are the ideals and ethics of co
Page 29 and 30: Corporate Brand Identity Management
Page 31 and 32: To study the influence of B2B relat
Page 33 and 34: Antecedents And Consequences Of Bra
Page 35 and 36: 22. Gurviez, P., and Korchia, M. (2
Page 37 and 38: Non-monetary factors, such as effor
Page 39 and 40: 23. Holbrook, M.B. (2006). Consumpt
Page 41 and 42: Brand Extensions and Culture: The I
Page 43 and 44: avoidance tend to prefer more infor
Page 45 and 46: Virtual Internal Brand Communities:
Page 47 and 48: References 1. Algesheimer, R., Dhol
Page 49 and 50: associations based on their percept
Page 51 and 52: shift in the psychological contract
Page 53 and 54: 10. Berthon, P., Ewing, M., & Hah,
Page 55 and 56: Session 2.1 Global Brand Relationsh
Page 57 and 58: G. Brand Personality Excitement Hon
Page 59 and 60: The Impact of Relationship Marketin
Page 61 and 62: ‗United 2010-one for all, all for
Page 63 and 64: Brand Equity Trends in Top Global B
Page 65 and 66: Uncovering ‗Meanings‘ through A
Page 67 and 68:
45. Melewar, T.C. and Saunders, J.
Page 69 and 70:
Thus, from a design perspective, we
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Keywords Brands, marketing, meaning
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How Important is the Brand Name Ele
Page 75 and 76:
References 1. Aaker, D. (1991). Man
Page 77 and 78:
Simon Cowell and Branding the X Fac
Page 79 and 80:
Dead or Living: Which Celebrity To
Page 81 and 82:
Reference 1. Bagozzi, R.P. & Yi, Y.
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has been adopted and within this an
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Organizational Factors Contributing
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examine and reconcile existing lite
Page 89 and 90:
Effects of Corporate Social Respons
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15. Morsing M, & Schultz M. (2006).
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1989). But if the information avail
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An Inquiry into Corporate Heritage
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3. Balmer, J. M. T., & Greyser, S.
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Research questions and methodology
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Building Corporate Reputation: A Di
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Session 3.1 Financial vs. Consumer-
Page 105 and 106:
For indicating brand equity, one of
Page 107 and 108:
Financial Brand Valuation: an exper
Page 109 and 110:
Figure 1 Religiously Motivated Cons
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I Don‘t Like It! - Understanding
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Session 3.2 Advertising Agency Empl
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applications of the Repertory Test
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The Life Cycle of Mavens Lynne Free
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Exploring the relationship between
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internal branding process. Internal
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proper branding strategy. With the
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Profiling the Image of Urban Busine
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Finally, the paper confirms the cau
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Table 3 Image differences according
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associated with the brand‖ (Aaker
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Figure 1 - Number of adjectives sel
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Figure 5 - Main attributes of a gol
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Empirical Studies For both studies,
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Figure 2: Perception of the City of
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Co-branding places? Andrea Lucarell
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12. Lucarelli, A., & Berg, P. O. (2
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the place brands, as has been showe
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Session 3.4 Innovation and Entrepre
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The interviews were conducted in th
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Country-of-Origin Effects on Brand
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7. Kaynak, E., Kucukemiroglu, O. &
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Results The demographic profile ind
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use games consoles (Childwise, 2001
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Plenary Session 2 Brand Performance
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Uncles, M.D. & Kwok, S. (2008). Gen
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Brand Management Framework Empirica
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Coneptualising Branding in Indian P
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characteristics could be zeroed upo
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Concentrating on the actual practic
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ooking attractive in greater detail
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Session 7.2 Brand Personification a
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Importance of Country Image to Mega
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Table 1: Evaluative Responses for t
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To be Similar or Unique? Implicatio
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Brown, T. J., Dacin, P. A., Pratt,
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A brand-driven strategy oriented to
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Rheingold, H. (1993). The Virtual C
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A Framework for Public Sector Brand
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Conclusion Public sector organisati
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A strategic investigation into the
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There are also some changes in term
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Brand Hypocrisy Sanne Frandsen, Cop
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Table 1: Empirical Findings Theory
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Brand Governance in Social Networki
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Determinants Brand Orientation Va
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When Individual Experience becomes
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Impact of Storytelling on Consumer
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The Role of Communication in Establ
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Culture‘s Influence on Consumer P
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+ Top-Down Dynamic between Luxury F
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Analysis and results We assessed th
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An Exploration of Own Brand Retaile
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11. ETI 2010. Ethical Trading Initi
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When investigating unique significa
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Session 8.2 Closing the Gaps - the
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accomplishing reality rather than d
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Reddy, 1998, p.40). As a result, br
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Figure 2: Doves Real Beauty Billboa
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Literature review, as a complete re
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Segmenting McDonalds: Measuring Bra
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A simple eyeballing of the segment
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Segment 2 Segment 3 Segment 4 235
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Session 8.3 Brand Attitudes and the
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when preceded with the related conc
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What keeps smokers from quitting? U
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Table 1: Description of the cigaret
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Exploring differences in product at
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Based on the results some general c
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Data was collected by independent j
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Sonic branding: A review of literat
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How is green seen? Exploring the im
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were in evidence. The inability to
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Generally speaking, people use exte
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How Retail Banks Use Atmosphere to
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Actually, we don‘t feel constrain
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Introduction Reputation and Financi
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Chun, R. & Davies G. (2009). Employ
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Identity, Reputation and Organizati
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Introduction Factors Affecting Bran
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A quiet important approach then bec
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27. Gentry, C.R., ―Building on Br
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Together these issues have resulted
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elations. If the contact persons tr
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How do you Really Know? Exploring B
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Originality/value The psychology li
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asked ―did you see any of these c
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expressivity (Ω experts = 0,96 p
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Next are brand associations, also r
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Table 1: Selection of variables, it
Page 291 and 292:
Special Session Issues in Brand Gov
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A Competance based Brand: Meaning a
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Session 12.4 Special Session Topic:
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Brand Meaning Co-Creation of Newcom
Page 299 and 300:
Leonor Vacas de Carvalho, Évora Un
Page 301:
Ronaldo Schutz, University of the A
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