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- Aagerup, Ulf, 1969-, et al.
(författare)
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Building a warm and competent B2B brand personality
- 2022
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Ingår i: European Journal of Marketing. - Bingley : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 56:13, s. 167-193
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Tidskriftsartikel (refereegranskat)abstract
- Purpose This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and via their interactions with customers. Design/methodology/approach A multiple case study, which spans 10 years, investigates via interviews, observations, workshops and document analysis how two fast-growing B2B companies selling industrial equipment to manufacturers build brand personality. Findings The studied companies concentrate on different brand personality dimensions depending on the activities in which they engage. By focusing on brand competence in the realm of the actual product and brand warmth in the realm of the augmented product, the companies manage to create a complete and consistent brand personality. Research limitations/implications The research approach provides in-depth knowledge on how the companies build brands for a specific type of B2B product. However, the article's perspective is limited to that of management and therefore does not take customer reactions into account. Practical implications The study describes how firms can build strong B2B brands by emphasizing competence in product design and R&D and warmth in activities related to sales and customer service. Originality/value The study introduces a conceptually consistent view of brand personality in the form of warm and competent brands to the B2B marketing literature. It builds on and contributes to the emerging research on B2B brand personality. By relating the companies' brand-building activities to the type of products they sell, this study illustrates how context affects B2B brand building, and by integrating brand personality theory with product levels and marketing philosophy, it extends previous theory on B2B branding.
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- Aagerup, Ulf, 1969-
(författare)
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Building nightclub brand personality via guest selection
- 2020
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Ingår i: International Journal of Hospitality Management. - Oxford : Elsevier. - 0278-4319 .- 1873-4693.
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Tidskriftsartikel (refereegranskat)abstract
- This paper identifies that guest selection at exclusive nightclubs is a brand building process, and that the guests’ primary value to the clubs therefore is the image they bestow on the brand. The paper contributes to theory by providing empirical support for several mechanisms that have previously been stipulated in literature. It validates that companies build brand personality by controlling typical user imagery, and that for self-expressive product categories, negative user stereotypes are particularly powerful. It supports the theory of symbolic brand avoidance, as well as the notion that social rejection encourages people to elevate their perceptions of their rejecters and strengthens their predilection to affiliate with them. For practitioners, the paper shows managers in the hospitality industry that it is possible to build brands by controlling who is allowed to become a brand-user, and under which conditions this applies.
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- Aagerup, Ulf, et al.
(författare)
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How image and awareness relate to internal and external stakeholders' acceptance of B2B rebranding
- 2023
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Ingår i: 27th McGill International Entrepreneurship Conference, Kalmar, Sweden, August 30 – September 1, 2023..
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Konferensbidrag (refereegranskat)abstract
- The acquisitions of brands by companies have become more frequent, representing a significant and effective way for firms to reach international new markets. This recent trend has led to a rise in rebranding, particularly in the business-to-business (B2B) sector. Since marketing literature primarily focuses on B2C brand strategies, literature on the field constantly overlooks B2B characteristics. This is sorely needed, because, despite massive investments, many acquisitions fail, especially international acquisitions where one faces cross-country differences. This is unsurprising because most companies' M&A considerations do not place much weight on brand strategy, and brand equity is typically not handled very well but is often treated as an after-thought compared to more pressing financial matters (e.g. how rebranding affects stock returns) and operational matters (e.g. descriptions of enablers and barriers to the rebranding process). Previous studies in this field emphasise how to do rebranding. However, they treat the brand itself as a black box —it is only how you execute the B2B rebranding process that is investigated, not which dimensions of the customer's brand knowledge should be prioritised. This is unfortunate, because rebranding an acquired brand without an idea of the desired end result is like navigating without a destination —even if you execute well, you will most likely not end up where you need to be. This paper addresses this gap by providing insights into the significant factors that drive B2B rebranding strategies, focusing on the transfer of brand equity from the acquired B2B brand to the acquiring company's brand.This study was conducted in one B2B firm going through rebranding process in the life science sector. Getinge was founded in 1904 in Sweden and is a global medical technology firm. The company provides equipment and systems in the healthcare and life sciences sector and has become a global leader in the field of Surgical Workflow. The international growth has been possible through incorporating new innovative offerings. These have been both internally developed, but also acquired internationally. A significant number of international acquisitions have been made throughout the years. In 2021 the company employed over 10,000 people worldwide, with products marketed in over 135 countries.Besides being one of the most valued companies in the sector, Getinge was chosen since the firm has initiated a rebranding process after a long-time international growth strategy, including acquisitions of many different international brands. Moreover, since B2B companies commonly rely on corporate, rather than product branding. Getinge is an appropriate choice since this study, therefore, focuses on a company that uses the same name for its company and its products.By examining an in-depth single case study of a multinational B2B company in the life sciences industry, this paper contributes to the research in international rebranding by validating that brand equity is a relevant consideration for B2B rebranding processes. Specifically, it argues that brand awareness transfer plays an essential role during the rebranding process, especially when it comes to external branding. Customers generally accept the new brand if the value proposition remains unchanged. However, they need to be made aware of the change to avoid confusion. Internally by contrast, the most significant challenge seems to be the transfer of brand image. Awareness is easy; during a rebranding process employees immediately become aware of the change. They however exhibit strong opinions for or against rebranding depending on their emotional connections to the old brand.These results extend the theory on international rebranding after M&As by demonstrating that the B2B context requires different prioritizations than consumer goods rebranding. The study shows how various stakeholders respond throughout the rebranding process. Firms can plan their rebranding process in mind that both brand image and brand awareness are important for brand equity during the rebranding process. However, firms need to prioritise one over the other depending on their specific audience (internal and external). Moreover, the realisation that awareness is a crucial success factor in B2B rebranding might help companies leverage brand equity in international M&As.
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- Aagerup, Ulf, 1969-
(författare)
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Men’s and women’s implicit negativity towards obese fashion models
- 2022
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Ingår i: Journal of Global Fashion Marketing. - Singapore : Taylor & Francis. - 2325-4483 .- 2093-2685. ; 13:3, s. 273-288
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of this article is to investigate whether women’s relatively positive response to obese models is the result of social desirability bias on the part of women rather than deep seated attitudes. 60 university students in Sweden underwent an Implicit Associations Test (IAT) to reveal attitudes towards obese models that the participants were not able or willing to openly express. The study shows that even though women express significantly more positive attitudes towards obese models than men do, women and men display similar implicit negativity towards obese models. The study replicates a previously shown explicit gender effect, but also extends theory on gender preferences towards models of different sizes and body types by introducing measurements of implicit attitudes. Finally, the paper provides a possible explanation for why the fashion industry largely refrains from using obese models even though women express relatively positive attitudes towards them. © 2021 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
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- Abbas, Antragama Ewa, et al.
(författare)
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Beyond control over data : Conceptualizing data sovereignty from a social contract perspective
- 2024
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Ingår i: Electronic Markets. - Heidelberg : Springer. - 1019-6781 .- 1422-8890. ; 34
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Tidskriftsartikel (refereegranskat)abstract
- In the data economy, data sovereignty is often conceptualized as data providers’ ability to control their shared data. While control is essential, the current literature overlooks how this facet interrelates with other sovereignty facets and contextual conditions. Drawing from social contract theory and insights from 31 expert interviews, we propose a data sovereignty conceptual framework encompassing protection, participation, and provision facets. The protection facets establish data sharing foundations by emphasizing baseline rights, such as data ownership. Building on this foundation, the participation facet, through responsibility divisions, steers the provision facets. Provision comprises facets such as control, security, and compliance mechanisms, thus ensuring that foundational rights are preserved during and after data sharing. Contextual conditions (data type, organizational size, and business data sharing setting) determine the level of difficulty in realizing sovereignty facets. For instance, if personal data is shared, privacy becomes a relevant protection facet, leading to challenges of ownership between data providers and data subjects, compliance demands, and control enforcement. Our novel conceptualization paves the way for coherent and comprehensive theory development concerning data sovereignty as a complex, multi-faceted construct. © The Author(s) 2024.
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- Abdeljaber, Osama, et al.
(författare)
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Analysis of the Trajectories of Left-turning Vehicles at Signalized Intersections
- 2020
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Ingår i: Transportation Research Procedia. - : Elsevier BV. ; , s. 1288-1295, s. 1288-1295
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Konferensbidrag (refereegranskat)abstract
- Internationally, an annual number of more than a million fatalities are caused by road traffic crashes, with particularly signalized intersections being crash prone locations within the highway system. An accumulation of conflicts between drivers is caused by the different movements (through and turning) from different directions at the intersection; hence, studying the trajectories of turning vehicles is an important step towards improving traffic safety performance of these facilities. In view of that, the current paper aims at providing further insight into the behaviour of left-turning vehicles (right-hand traffic rule) at signalized intersections in the State of Qatar. At first, a total of 44 trajectories of free-flowing vehicles were manually extracted from a recorded video for a single approach of Lekhwair signalized intersection in Doha City, State of Qatar. After that, the extracted trajectories were statistically analysed in an attempt to explore the factors affecting the path of left-turning vehicles at signalized intersections. The results suggest that the characteristics of the extracted paths are significantly related to the vehicle’s entry speed, minimum speed throughout its turning manoeuvre, and the lateral distance between the exit point and the curb (i.e., targeted exit lane). Provided that the speed parameters can be fairly an indication to the driving behaviour, it can be concluded that the driver’s attitude plays an important role in drawing the manoeuvre of a turning vehicle as does the pre-selection of the exit lane. Finally, the effort presented in this paper can be regarded as a way forward towards understanding the behaviour of turning vehicles at signalised intersection in the State of Qatar.
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| 9. |
- Abdeljaber, Osama, et al.
(författare)
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Extraction of Vehicle Turning Trajectories at Signalized Intersections Using Convolutional Neural Networks
- 2020
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Ingår i: Arabian Journal for Science and Engineering. - Heidelberg : Springer. - 2193-567X .- 2191-4281 .- 1319-8025. ; 45, s. 8011-8025
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Tidskriftsartikel (refereegranskat)abstract
- This paper aims at developing a convolutional neural network (CNN)-based tool that can automatically detect the left-turning vehicles (right-hand traffic rule) at signalized intersections and extract their trajectories from a recorded video. The proposed tool uses a region-based CNN trained over a limited number of video frames to detect moving vehicles. Kalman filters are then used to track the detected vehicles and extract their trajectories. The proposed tool achieved an acceptable accuracy level when verified against the manually extracted trajectories, with an average error of 16.5 cm. Furthermore, the trajectories extracted using the proposed vehicle tracking method were used to demonstrate the applicability of the minimum-jerk principle to reproduce variations in the vehicles’ paths. The effort presented in this paper can be regarded as a way forward toward maximizing the potential use of deep learning in traffic safety applications.
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| 10. |
- Abella, Jaume, et al.
(författare)
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SAFEXPLAIN : Safe and Explainable Critical Embedded Systems Based on AI
- 2023
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Ingår i: DATE 23: Design, Automation And Test In Europe. - 9783981926378 ; , s. 1-6
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Konferensbidrag (refereegranskat)abstract
- Deep Learning (DL) techniques are at the heart of most future advanced software functions in Critical Autonomous AI-based Systems (CAIS), where they also represent a major competitive factor. Hence, the economic success of CAIS industries (e.g., automotive, space, railway) depends on their ability to design, implement, qualify, and certify DL-based software products under bounded effort/cost. However, there is a fundamental gap between Functional Safety (FUSA) requirements on CAIS and the nature of DL solutions. This gap stems from the development process of DL libraries and affects high-level safety concepts such as (1) explainability and traceability, (2) suitability for varying safety requirements, (3) FUSA-compliant implementations, and (4) real-time constraints. As a matter of fact, the data-dependent and stochastic nature of DL algorithms clashes with current FUSA practice, which instead builds on deterministic, verifiable, and pass/fail test-based software. The SAFEXPLAIN project tackles these challenges and targets by providing a flexible approach to allow the certification - hence adoption - of DL-based solutions in CAIS building on: (1) DL solutions that provide end-to-end traceability, with specific approaches to explain whether predictions can be trusted and strategies to reach (and prove) correct operation, in accordance to certification standards; (2) alternative and increasingly sophisticated design safety patterns for DL with varying criticality and fault tolerance requirements; (3) DL library implementations that adhere to safety requirements; and (4) computing platform configurations, to regain determinism, and probabilistic timing analyses, to handle the remaining non-determinism. © 2023 EDAA.
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