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- Anselmsson, Johan, et al.
(author)
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Customer-based brand equity and human resource management image : Do retail customers really care about HRM and the employer brand?
- 2016
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In: European Journal of Marketing. - 0309-0566. ; 50:7-8, s. 1185-1208
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Journal article (peer-reviewed)abstract
- Purpose: The purpose of this study is to investigate the relationship between an organization’s human resource management (HRM) image and its customer-based brand equity. Research into HRM in relation to branding has mostly dealt with how to attract and maintain employees through employer branding. The present study attempts to link HRM directly to marketing and branding aimed at customers as an altruistic dimension of the brand image and as something that applies to customers’ sociological needs. Design/methodology/approach: The study is based on a survey of Swedish customers in two different retail categories: groceries and home decoration. Findings: The results show that HRM image is distinct from a more traditional service image and that there is a significant relationship between favourable customer perceptions of an organization’s HRM and customers’ willingness to buy and pay a premium for products provided by the retail chain. This finding leads to the conclusion that HRM is not only relevant for employer branding, internal branding and operations management but also plays a significant role in building customer-based brand equity. The results show that further integration of HRM and brand management is needed, both in theory and practice. Originality/value: This study takes a holistic approach to marketing and is one of the first attempts to incorporate HRM and employer branding into the customer-based brand equity framework. Implications for future research, retailing and other businesses are discussed in the conclusion.
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| 4. |
- Antoniou, Antonis C., et al.
(author)
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Common alleles at 6q25.1 and 1p11.2 are associated with breast cancer risk for BRCA1 and BRCA2 mutation carriers
- 2011
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In: Human Molecular Genetics. - : Oxford University Press (OUP). - 0964-6906 .- 1460-2083. ; 20:16, s. 3304-3321
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Journal article (peer-reviewed)abstract
- Two single nucleotide polymorphisms (SNPs) at 6q25.1, near the ESR1 gene, have been implicated in the susceptibility to breast cancer for Asian (rs2046210) and European women (rs9397435). A genome-wide association study in Europeans identified two further breast cancer susceptibility variants: rs11249433 at 1p11.2 and rs999737 in RAD51L1 at 14q24.1. Although previously identified breast cancer susceptibility variants have been shown to be associated with breast cancer risk for BRCA1 and BRCA2 mutation carriers, the involvement of these SNPs to breast cancer susceptibility in mutation carriers is currently unknown. To address this, we genotyped these SNPs in BRCA1 and BRCA2 mutation carriers from 42 studies from the Consortium of Investigators of Modifiers of BRCA1/2. In the analysis of 14 123 BRCA1 and 8053 BRCA2 mutation carriers of European ancestry, the 6q25.1 SNPs (r(2) = 0.14) were independently associated with the risk of breast cancer for BRCA1 mutation carriers [ hazard ratio (HR) = 1.17, 95% confidence interval (CI): 1.11-1.23, P-trend = 4.5 x 10(-9) for rs2046210; HR = 1.28, 95% CI: 1.18-1.40, P-trend = 1.3 x 10(-8) for rs9397435], but only rs9397435 was associated with the risk for BRCA2 carriers (HR = 1.14, 95% CI: 1.01-1.28, P-trend = 0.031). SNP rs11249433 (1p11.2) was associated with the risk of breast cancer for BRCA2 mutation carriers (HR = 1.09, 95% CI: 1.02-1.17, P-trend = 0.015), but was not associated with breast cancer risk for BRCA1 mutation carriers (HR = 0.97, 95% CI: 0.92-1.02, P-trend = 0.20). SNP rs999737 (RAD51L1) was not associated with breast cancer risk for either BRCA1 or BRCA2 mutation carriers (P-trend = 0.27 and 0.30, respectively). The identification of SNPs at 6q25.1 associated with breast cancer risk for BRCA1 mutation carriers will lead to a better understanding of the biology of tumour development in these women.
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| 6. |
- Filipsson, Daniel, 1975-
(author)
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In-Between Brands : Exploring the Essence of Brand Portfolio Management
- 2008
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Licentiate thesis (other academic/artistic)abstract
- During the past two decades research has shown that brands are among a company’s most valuable assets. However, in today’s competitive landscape, it is not enough to just create strong brands. The focus lies rather in managing a range of brand lever-age strategies within complex brand portfolios. Moreover, the majority of today’s established brand concepts do not represent the reality of contemporary brand man-agement. Instead, they tend to be based on dichotomies and simplifications. In addi-tion, there is a lack of criticism towards many of the established brand concepts resulting in the reduction of brand management to a number of static categories and stagnated definitions – thereby missing out on the analysis of important intersec-tional issues between the various categories. This book explores the somewhat for-gotten area of intersection, investigating the territory in-between brands.The methods used consist of a literature review covering some of the most influ-ential brand models within the area of brand portfolio and brand leverage as well as an empirical case study including the following seven brands: Adidas, Bang & Oluf-sen, Electrolux, H&M, Microsoft, Peak Performance and W. L. Gore & Associates.The findings show that conventional brand management models and terminology do not fully explain common marketplace strategies and practice. As a result, this research introduces a more realistic viewpoint and dynamic framework that is based on convergence and that allows migration and iteration rather than today’s static approach. The framework, named the brand leverage palette, introduces various nuances between different leverage strategies, both adding clarity and offering guid-ance by explaining different migration movements among today’s brand portfolios.
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| 7. |
- Gromark, Johan, et al.
(author)
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From market orientation to brand orientation in the public sector
- 2013
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In: Journal of Marketing Management. - 0267-257X. ; 29:9-10, s. 1099-1123
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Journal article (peer-reviewed)abstract
- This conceptual article examines brand orientation as an alternative to market orientation in the public sector. The problem with market orientation is that the focus on customers is too great; it is myopic, and lacks true interaction; it is mechanistic, and the emphasis on economic values is too strong. In this light, brand orientation becomes an interesting alternative. Brand orientation is more powerful, since it provides a holistic and balanced perspective on an organisation, diminishing the risk of too much focus on customers, which leads to myopia. Brand orientation is more robust because it emphasises continuity coupled with dynamics and interaction, diminishing the risk of short-sightedness and reactivity. Brand orientation also facilitates prioritisation of democratic values, diminishing the risk of too much focus on economic values.
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| 8. |
- Kirchhoff, Tomas, et al.
(author)
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Breast cancer risk and 6q22.33 : combined results from Breast Cancer Association Consortium and Consortium of Investigators on Modifiers of BRCA1/2
- 2012
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In: PLOS ONE. - : Public library of science. - 1932-6203. ; 7:6
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Journal article (peer-reviewed)abstract
- Recently, a locus on chromosome 6q22.33 (rs2180341) was reported to be associated with increased breast cancer risk in the Ashkenazi Jewish (AJ) population, and this association was also observed in populations of non-AJ European ancestry. In the present study, we performed a large replication analysis of rs2180341 using data from 31,428 invasive breast cancer cases and 34,700 controls collected from 25 studies in the Breast Cancer Association Consortium (BCAC). In addition, we evaluated whether rs2180341 modifies breast cancer risk in 3,361 BRCA1 and 2,020 BRCA2 carriers from 11 centers in the Consortium of Investigators of Modifiers of BRCA1/2 (CIMBA). Based on the BCAC data from women of European ancestry, we found evidence for a weak association with breast cancer risk for rs2180341 (per-allele odds ratio (OR) = 1.03, 95% CI 1.00-1.06, p = 0.023). There was evidence for heterogeneity in the ORs among studies (I(2) = 49.3%; p = <0.004). In CIMBA, we observed an inverse association with the minor allele of rs2180341 and breast cancer risk in BRCA1 mutation carriers (per-allele OR = 0.89, 95%CI 0.80-1.00, p = 0.048), indicating a potential protective effect of this allele. These data suggest that that 6q22.33 confers a weak effect on breast cancer risk.
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| 11. |
- Melin, Frans, et al.
(author)
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Starka varumärken - vägen till framgångsrik internationalisering
- 1999
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In: Exporthandboken : Internationell affärsutveckling för små och stora företag - Internationell affärsutveckling för små och stora företag. - 9175485516 ; , s. 176-200
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Book chapter (pop. science, debate, etc.)abstract
- Brands as competitive advantages in internationalisation and global competition
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| 12. |
- Melin, Frans, et al.
(author)
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Varumärket : en hotad tillgång
- 1991
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Book (other academic/artistic)abstract
- On the role and function of brands. The first book on strategic brand management published in Swedish, and one of the first internationally. Brand management and trademark management is discussed. The notion of the brand is discussed and the the corporate brand and its role in modern business and society is introduced.
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| 13. |
- Melin, Frans
(author)
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Varumärket som strategiskt konkurrensmedel - Om konsten att bygga upp starka varumärken
- 1997
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Doctoral thesis (other academic/artistic)abstract
- In recent years the importance of strong brands has come very much into focus both among theoreticians and practitioners. In order to gain a better understanding of the nature of brand strength, I have chosen to analyse the branding process. The overriding aim of this analysis is to develop a theoretical framework and typology with which to facilitate our understanding of how powerful brands can be created. As the theoretical starting point of the study, the brand is discussed from the perspective of strategic management and brand management. This discussion leads to the development of a framework which describes branding as a value-adding process aiming at creating and managing brand equity. This process is conceived as six consecutive steps which are represented by the following key concepts: product attributes, brand identity, core values, positioning, market communication and internal brand loyalty. In order to gain a greater insight into how branding can create a sustainable competitive advantage, the brand building process is studied in the cases of Nicorette, Arla and Findus. On the basis of the empirical information provided by these case studies, the theoretical framework is further developed, with the introduction of several new concepts and models. These are summarised by the conceptual model called brand mix, which provides a general picture of the competence required to build strong brands. In order to be able to create and manage brand equity successfully, it is important to establish favourable conditions for branding. This requires a brand orientation of an organisation. Such a process is described by the conceptual model called brand refinement, the objective of which is to provide guidance in the art of building strong brands.
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| 14. |
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| 15. |
- Walker, Logan C, et al.
(author)
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Evidence for SMAD3 as a modifier of breast cancer risk in BRCA2 mutation carriers.
- 2010
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In: Breast cancer research : BCR. - : Springer Science and Business Media LLC. - 1465-542X .- 1465-5411. ; 12:6
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Journal article (peer-reviewed)abstract
- Current attempts to identify genetic modifiers of BRCA1 and BRCA2 associated risk have focused on a candidate gene approach, based on knowledge of gene functions, or the development of large genome-wide association studies. In this study, we evaluated 24 SNPs tagged to 14 candidate genes derived through a novel approach that analysed gene expression differences to prioritise candidate modifier genes for association studies.
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