Literature Review of Celebrity Endorsement Essays

Literature Review of Celebrity Endorsement Essays Literature Review of Celebrity Endorsement Essay Literature Review of Celebrity Endorsement Essay Running head: A LITERARY REVIEW OF CELEBRITY ENDORSEMENT Celebrity Endorsement in Mass Media Advertising Brands Celebrity endorsement in mass media advertising has become a very beneficial phenomenon for many countries and has significantly increased in the past decade, and should be the main principle of brand communications since it is the key to marketing success. Any product that is displayed in a television commercial or magazine advertisement by a corporation that uses a celebrity or well known public figure to give a testimonial or information about the product, is practicing celebrity endorsement. Although commonly thought of starting in the United States, celebrity endorsement began in India during the ‘80s but has since been adopted by countries in Asia, Europe, and almost worldwide. Modern mass media (especially that of tabloids) has increased exposure of celebrities to the point that it is unavoidable to not be exposed to a celebrity face. The primary principle that celebrity endorsement works off of is the public recognition of the celebrity endorser as an admirable or desirable cultural force. It is not uncommon to view commercials from the past 10 years and see popular icons like Britney Spears endorsing a particular soft drink like Pepsi or Michael Jordan endorsing Nike as the number one brand for anyone that has even the slightest liking to sports. These celebrities among many others, are used to promote products, services, and ideas (Kambitsis et al. , 2002). A reason for the increase in the usage of celebrity endorsing on various levels of mass media is almost exclusively due to the fact that this strategy results in more positive advertisement and product ratings (Dean and Biswas, 2001), as well as A LITERARY REVIEW OF CELEBRITY ENDORSEMENT an increase in the purchasing of the product and in turn, increased finances for the producer (Erdogan, 2001). Most celebrity endorsers come from the entertainment and sports industries. Nevertheless, more than likely, the celebrity endorser is not known to the public for the product that they are endorsing (Friedman, 1979), therefore they are not experts of that product. As mentioned previously for example, Britney Spears has endorsed Pepsi. She s an iconic pop singer and even though she wrote a song called â€Å"Joy of Pepsi,† she is not an expert on what the best tasting soft drink is; her fame has no relation to what she is endorsing. Besides those obvious facts, Pepsi’s sales increased four times as fast as their competitor (DeNitto, 1994). Although celebrity endorsing is very expensive for the companies, in the long run it has often helped their sales because they are recognized by the public and viewed as more powerful t han an anonymous face of a model (Carroll, 2008). Celebrities are also interested in endorsing themselves in the product as their image considerably develops rather quickly along with the product. According to Speck (1988), endorsements involve three participants; sellers, endorsers, and target consumers. This is because the seller asks an endorser to use and evaluate a product, and then after trying a product, the endorser encourages the target consumers and personal fans to also purchase and try out the product. Advertising campaigns using celebrities to support brand strategy have in general tended to be repetitive, high-profile and loud extravaganzas in which the celebrity features prominently and directly, unlike the product itself, which seems more like an addition to the whole scheme of the advertisement (Carroll, 2009). Celebrity endorsement is a powerful marketing strategy compared to the A LITERARY REVIEW OF CELEBRITY ENDORSEMENT likes of public relations and sales promotion but has been the most long-standing beneficial strategy out of all (Hsu and McDonald, 2002). Choosing the Celebrity Endorser Giving a brand a recognizable ‘face’ is often more than just a marketing strategy, but for better or worse can change a brand forever. Thus, choosing a celebrity endorser is of maximum importance and therefore done on a whole slew of parameters that include appeal, looks, popularity, product type, message type, etc. (Erdogan, 1999). The general belief among advertisers is that brand communication messages that are delivered by these selectively chosen celebrity endorsers, produce a higher appeal and recall than those advertisements that are not celebrity endorsed. Furthermore, when celebrities are recognized with brand names, it creates a positive attitude, as well as a distinct personality for the brand. For example, Forbes reported that Chanel, an extremely well known Parisian fashion house, acquired an endorsement deal with spokes icon Nicole Kidman, which in turn increased business by about 16%, without administering any changes whatsoever in fragrance or packaging, because â€Å"all of a sudden, younger women took notice of the brand (Forbes). † Credibility is also an obvious large part in determining who to use in endorsements for a specific product. Previous research has shown that celebrities that endorse several products at a time are seen as less credible to the typical consumer (Hsu and McDonald, 2002), rather than a celebrity who just endorses a single product. The reason for this insight is because a celebrity who endorses multiple products can seem as if they do not have a real liking or interest in a particular product and will just peddle any product that is asked of them. Another event that could A LITERARY REVIEW OF CELEBRITY ENDORSEMENT iscredit a celebrity endorsement is negative press or events that are associated with the celebrity’s name. This very problem occurred in 2005 with supermodel Kate Moss. She was dropped from her endorsements from large companies Burberry, HM, and Chanel, when photographs of her snorting cocaine surfaced in magazines and websites. Companies using a celebrity endorser take into account the serious consequences (loss of revenue, bad image) of putting a tainted face to their produc t since as stated above, the brand’s whole personality is often dependent on the celebrity endorser. Another aspect that is taken into account pertaining to the effectiveness of the celebrity endorser is to directly measure the degree that the consumers evaluate the celebrity as genuinely liking the product that they are endorsing. According to Gilbert and Malone (1995), these evaluations are recognizable under a type of judgment called â€Å"correspondent inferences. † Correspondent inferences generally refer to a judgment that consumers observe the endorser’s behavior in the advertisement to then infer consistent character in the endorser. For example, the consumer would observe an athlete saying he loves the breakfast cereal Wheaties, and then the consumer would infer that the athlete really does, in fact, like Wheaties. Adding to this study, McCracken (1986) suggests that a celebrity that best represents the appropriate symbolic properties â€Å"of the product should be selected, thus, highlighting the importance of the cultural meanings of celebrities in the endorsement process. † Culturally speaking, Americans identify themselves more closely with celebrities and are more willing to accept and unconsciously accept endorsement messages. Brands are therefore seen as playing a fundamental, as well as A LITERARY REVIEW OF CELEBRITY ENDORSEMENT complex role in the construction of the self (Carroll, 2009). We achieve self-consistency via brand consumption, purchasing brands that we perceive to be similar to our selfconcept. Defined as image congruence hypothesis, this suggests that brands perform a function of self-enhancement whereby consumers form perceptions about brands and compare these to their own value system, selecting brands that match the closest. All in all, the public’s fascination with the celebrities will continue on because of their role in society as an entertainer and in return, the use of celebrities in advertising will continue to increase (Pringle, 2004). Grant McCracken has proposed the Meaning Transfer Theory when referring to celebrity endorsement and its effectiveness. His theory states that a celebrity encodes a unique set of meanings that can be transferred to the endorsed product if used in the correct way. This theory takes place in three stages- encoding meanings, meaning transfer, and meaning capture. McCracken’s theory is described as first, encoding meanings: this is basically the age, gender, race, and wealth or personal lifestyle that a celebrity can be identified with by the public. For example, a celebrity can be seen as cute, witty, and charming due to any of those factors, since each person viewing these celebrities will make their own meanings about them (McCracken, 1986). The next stage that occurs is meaning transfer. This second stage transfers those meanings to a product and when those meanings are skillfully portrayed, celebrities are able to communicate the image more powerfully as endorsers. The final stage is meaning capture, which assumes A LITERARY REVIEW OF CELEBRITY ENDORSEMENT that consumers purchase products not just for their practical value, but for their cultural and symbolic value that they can convey from the product. Agreeing with McCracken, Carroll also adds to this statement by reporting that the consumers now turn to brands of products less as bundles of utility and more so as â€Å"badges that contain social meaning† (Carrol, 2009). Simply put, it is the stage that the consumers hope to capture some part of the meaning from the first stage (cute, witty, etc. , which the celebrity endorser has seemed to have passed on to the product. This is especially true in celebrity promoted lifestyle products like perfumes, clothes, and consumer technology (McCracken, 1986). Because celebrity endorsements tie into people’s personal and cultural meanings, it seems that they will always infinitely be effective and have proven to be a sustainable marketing technique. Based on the previous research, this study will move forward and add to the literature by asking the following questions: RQ 1: Will all correspondent inferences be positively associated with the attitudes toward the advertised product? RQ 2: Will observers (consumers) still believe that the celebrity endorser likes the product more than the average user, even though they know the endorser is getting a large payment? References Dean, D. H. and Biswas, A. (2001). Third-party organization endorsement of products: an advertising cue affecting consumer pre purchase evaluation of goods and services. Journal of Advertising. 30 (4). Carroll, Angela. (2009). Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management. 17 (2). 146-158. doi: 10. 1057/bm. 2008. 42 DeNitto, E. (1994). Pepsi, Coke think international for future growth. Advertising Age. p. 44. Erdogan, B. Z. (1999). Celebrity endorsement. Journal of Marketing Management. 11 (1). Erdogan, B. Z. (2001). Selecting celebrity endorsers: the practitioner’s perspective. Journal of Advertising Research. 41. p. 39. Friedman, H. H. (1979). Endorser effectiveness by product type. Journal of Advertising Research. 19 (5). Hsu, C. K. and McDonald, D. (2002). An examination on multiple celebrity endorsement in advertising. Journal of Product and Brand Management. 11 (1). pp. 19-29. Kambitsis, C. , Harahousou, Y. Thedorakis, C. 2002). Sports advertising in print media: case of 200 Olympic games. Corporate Communication: An International Journal. 7 (3). McCracken, G. (1986). Culture and consumption: a theoretical account of the structure and movement of the cultural meaning of consumer goods. The Journal of Consumer Research. 13 (1). Onkvisit, S. and Shaw, J. (1987). Self-concept and image congruence: Some research and managerial implications. Journal of Consumer Marketing. 4(1). 13-23. Pringle, H. (2004). Celebrity sells. John Wiley and Sons Ltd. England. Ruiz, N. (2008). Can a star sell you style?. Forbes. com LLC.

Intl management Assignment Example | Topics and Well Written Essays - 1000 words

Intl management - Assignment Example This leads to a cultural diversity within the company, which requires proper organizational management as well as cultural accommodation among all stakeholders. As a manager who has great knowledge about diversity of cultures as well as cross-cultural integration, I am able to bring all these diverse cultures together in order to achieve a cultural integration within the organization that leads to proper productivity. Furthermore, my skills in cross-cultural management will also enable me to influence other employees within the company to accommodate cultural differences of their fellow employees. This would lead to a religious and cultural accommodation of all members of staff whereby no one would look down upon the cultural background of others, or despise their religion. In fact, this would closely integrate the company in such a way that there would be no conflicts arising from ill opinion of workers expressed against the cultures or religious backgrounds of their fellow workers, or based on any other feature. As such, this would lead to increased cooperation and enhanced productivity within the company, hence profitability maximization. ... b.  What impact do you want to have? On whom?    I want to influence the entire company as a whole by enabling all members of the organization to be able to accommodate all people from different cultural backgrounds and settings. For instance, I want all employees to integrate properly with one another despite their different backgrounds and incorporate the virtues from their select groups in order to create a formidable production team at the company. c.  Whom do you want to know you benefited? In what ways? Apart from the general success that the organization will record as a whole due to the integration of different cultures, I would particularly want to influence the management team. This is because the management or leadership of a given company is what determines whether a company stays united as one or splits down into two or more pieces basing on cultural differences and other factors. As such, being part of the management team, I would use my position to work at integr ating different cultures within the organization and prove to the executive team that all cultures have the same output. d.  What do you want to learn? I want to learn how to mix different cultures and still have the same people without facing cultural discriminations, or breakages along any differential lines. This is because all persons carry the same equality despite their backgrounds or cultural affiliations. e.  How do you define your impact as a/n: employee, leader, manager, executive, etc.? As an executive, I define my influence in the company as monumental since cultural differences sometimes bring about serious conflicts and destruction of property and lives. For instance, in

Challenge of treatment low to medium strength municipal wastewater Dissertation

Challenge of treatment low to medium strength municipal wastewater from ambient to low temperature by using UASB reactors - Dissertation Example A, Boncz 2001, "Anaerobic Digestion Congress." Belgium. This book expounds on the ninth world congress. It gives a detailed study on the anaerobic digestion with reference to the proceedings in that congress. A, Charlier C 1994, Water Science Technology. Washington DC: Sage Publishers. This book is rich on data regarding the challenges prone in urban water management. It informs on municipal wastewater treatments by provide basic and necessary guidelines. Augusto, Carlos, and De Lemos Chernicharo 2007, Anaerobic Reactors. IWA. This books covers on several aspects regarding anaerobic reactors. It gives details on the principles of anaerobic digestion, biomass in the anaerobic systems along with designs in anaerobic reactors. Barbosa 1995, Wastewater Examination. Washington DC: Sage. Barbosa gives an account on waste and wastewater analysis. This is through providing details with physical analysis, sampling, instrumental analysis, chemical analysis, floatable analysis, organic analysis , statistical analysis and treatability analysis. Bhat, P., M.S. Kumar, and S.N. Mudliar. Biodegradation of tech-hexachlorocyclohexane. The authors give an account on biodegradation and biological treatmensts. Elsevier, 2006.Biological Wastewater Treatment in Warm Climate Regions. International Water Assoc. The author gives an account on wastewater treatment, characteristic and disposal in warm climatic regions. He gives details on water pollution and water quality before giving an account on waste water systems. C, Forestor F, and Chacin F 1997, Bio-resource Technology. New York: Maccmilan. Chacin and forester provide a very significant an easy to use management and applications of biotechnology. The book gives a state to art research on biotechnological inventions and innovation, especially for commercial exploiting. Chaggu 2004, Modified Pitlatrines. Wageningen : Wageningen University. This book is based on anaerobic treatments with fish processing in the wastes. It defined the a naerobic hydrolysis of lipids and proteins in fish processing on wastewaters. The author also gives an account on the use of ammonia and sodium chloride in the anaerobic treatment of lipids and proteins. Chernicharo, Carlos Augusto de Lemos 2005, Biological wastewater treatment in warm climate . IWA Publishing. The author gives an over view on sludge disposal and treatment in the perspective of slid concentrations, levels and flow. D, Mavinic S 1994, Water Environment. Wageningen : Wageningen University. Mavinic gives a detailed study on the climatic changes and their implications on water environments. He addresses this aspect from a wide range of approaches inclusive of the geographic and temporal and geographic perspectives. Lisa, Orphan, and Blaszcyk Kosaric 1999, UASR Water Science Technology. New York: New York University Press. The book by Lisa and Kosaric describes different ways in which technology has been used in the development of all aspects of UASR especially when rela ted to water and raw sewage. M, Kato T 1994, Low Strength Water Treatment. Wageningen: Press Publishers. Kato’s book has identification of the different water and sewage treatment using both low strengths. This book shows the different interactions of water strength as well as how these operations are useful in the treatment of sewage. Mara, David Duncan 2004, Domestic Wastewater Treatment in Developing Countries.

Education in Private and Public Schools Essay Example for Free

Education in Private and Public Schools Essay Over the past years, there has been lots of interest among the policy makers to compare private and public elementary and secondary schools in the United States. In a sense, both private and public schools follow the same general goals set out in 1979. These goals as Sizer pointed out are expected to serve equally well both the American’s public and private elementary and high school (p. 349). These goals according to Sizer aimed to develop the students’ fundamental scholastic capacity and to make them competitive and responsible individual. Both the private and public are expected to come up with this end, and to touch most aspects of an adolescent’s existence, mind, body, values and career. Generally, as reported by Teresa Mendez in her article said that private schools had performed very satisfactory during the latest Standardized Test for scoring higher than public school. This report summarized the concept that private schools are getting more professional in performing their jobs. This report is very significant since America has set educational policies that are common for both public and private schools. Sizer had stated in his book â€Å"What High School Is† that despite America’s multi-diverse culture and decentralized school government, most schools across America are common in terms of vision or goals related to academic achievements of students. However, as one will look into Sizer’s discussion of similar circumstances and scenario inside a high school in California, he or she can notice some problems regarding students’ attitude and behavior inside and outside the classroom. In particular Sizer portrayed this concept through Mark who is a student who is bored and uninterested with school requirements. On the other hand, there are teachers and staffs who are busy with work and mindful of responsibility at home. These two parties are both elements that comprise education and yet, it seems that the academic goals or vision are not emphasized. This is because; Mark being a recipient of the knowledge appeared to be passive and stubborn since knowledge is somehow undesirable on his view, while teachers and staff are not good mover or instruments of those knowledge. This concept presented by Sizer is common in America, and he seems trying to reconcile the educational goals with proper implementation by adapting some changes in terms of school policy. To better understand this, it is important to analyze the school system in America and how it tries to meet the present needs of the educational system of America, as well as its impact to the existing scenario in most schools. Given the same objective, we can expect less difference although we may expect much similarity between public and private high school education. But studies conducted by the National Center for Education Statistic showed that there are many differences in the public and private education. They explained that although the central goal of education is the same with public and private but both can freely choose objectives and goals related to what has been set up by the government (p. 7). This means that, each school has freedom to set objectives and goal, yet, all of them should match the overall goals of the central government. These goals are directed towards the fundamental academic achievements, career and economic competence, citizenship and civil responsibility, aesthetic awareness and cultural diversity of the students (Sizer, p. 349 – 350). In general, education in America as they view it should cater to the growth and development of individual for the country’s fundamental advancement whether in public or in private schools. It is evident in most schools in America that even though, private and public schools follow through same principles in terms of educational system, and yet, they are differ in many ways from curriculum to policies. The findings of the study done by the National Center for Education Statistic reveals that majority of the public school have curriculum with emphasis on basic literacy and reading skills as their most important goal, while private schools chose to put priority on religious development of their students (p. 8). However, other results of analysis and studies of NCES showed that faculties in public schools are more professional than those in the private school as public school uses a full range of professional living requirements. The article published by the NCES entitled â€Å"Teacher Professionalization and Teacher Commitment: A Multilevel Analysis† noted that teachers in public school are required to have a substantive training in areas of specialization, complete accredited training program, and passage of examination (p. 25). Whereas teachers in private schools, the report appears to be less professional on many ways (p. 25). The report also cited that there is more turnover of teachers in private schools than in public schools. This indicates that public school have more stable teaching force than the private school as public school teachers are receiving much higher salaries which is one of the important factor for teacher to stay in their work. Aside from that, the article noted that private school teachers receive inferior salaries that cause high turn over on the part of private schools. Thus, the report shows that despite the privileges and benefits received by teachers in public school, these teachers have shown lesser commitment as compared to teachers in private schools. In comparison, neophyte teachers from private and public school have greater commitment than those in senior level or those teachers receiving higher salary (p. 26-27). Other factors associated with increase in commitment in teachers according to study are: high-end-of career salary and individual autonomy for teachers. The professionalization and commitment of teachers affect so much the credibility of education imparted to students. Policies implemented in the school system certainly affect the general performance of the school. The goal which the school is heading have influenced not only on the teachers but among the student as well. Roelande Hofman said that studies have shown that private schools have a positive effect on academic achievement (p. 119). Hofman pointed out that private school have the freedom to the kind of students they want to enroll and kick out students who display behavior that violates their own set of rules. Because of this autonomy, it gives the private school authority to reject or to accept students which the public school had only limited autonomy (p. 19). On students and parents preference, private school seemed to attract more because of selection policy. Hofman noted that in public school, the diversity of students’ background as the individual characteristic of students home environment affect with the school. It means that the behavior and conduct of students in school affects the general performance of the school in the areas of character and conduct as Sizer has portrayed in his book, many of the students seemed to have lost appetite to seriously search and acquire knowledge through schooling. In fact, students’ activities inside the campus appeared to be unmonitored by the school authorities as students can transact illegal drugs inside the school premises. Whereas in private school, students activities are daily monitored and any unacceptable manner or any violation of the given rules would easily be met with either warning or punishment. The issue is that the student feels more responsible to study well as they carry in themselves the pride that they there among other students like them who are truly sincere in their study. In general, it appears that though the teachers in the public school have a much better salaries and benefit systems and are more stable in their position compared to their peers in the private schools, yet private school teachers are more committed in their work than teachers in the public school. Second, the policy and goals and vision seem to work well in the private school despite of the fact that teachers in the public school are more professional and more trained and more fitted to work because of the specialization in the field they are handling. Third, that despite of the fact that teachers in private school are less qualified in the position given the requirements required for a public school teacher, yet private school appeared to be preferential choice of parents and students for one more reason disciplined. The similarities between public and private have been quite obvious in the levels of commitment of female teachers than their male counterpart. Both the public and private teachers reflect that female teachers are slightly committed than their male counter part. The article cited that those who are more experienced teachers have less commitment than those new ones which is the same with the private schools. Aside from this, there was not much given similarities between the public and private school. In fact, some authors were even exaggerated to express that what is between public and private are distinct difference in all aspect. Thus, the similarities given were limited only in comparison of male and female teacher in the public as well as in the private school.

Verbal Image Translation Analysis Based Upon Ian Flemings From Russia With Love :: essays research papers

This paper deals with the problem of verbal image translation from SL ( English ) into TL ( Ukrainian ). The research is based on comparison of the original [ 1; 337p. ] and Ukrainian translation [ 2; 190p. ] of Ian Fleming’s â€Å" James Bond : From Russia With Love† A few words should be mentioned about the author and his book . Ian Fleming ( 1908 – 1964 ) was a great journalist and detective stories writer . In 1931 he joined Reuters news agency, and during the World War 2 he was a personal assistant to the Director of Naval Intelligence at the admiralty, rising to the rank of commander . At this time he acquired the first-hand knowledge of secret operations . He started his first James Bond novel â€Å" Casino Royale† at the age of 44 , by which time he became the foreign manager of Kemsley Newspapers . He wrote it in the Golden Eye , the house he had built in Jamaica . James Bond has won Ian Fleming the world fame , being the greatest British fictional icon of the late 20-th c. The book is about a British secret agent James Bond , on whom every major foreign government has a file, and whom the Russia’s deadly SMERSH organisation has targeted for elimination – they have the perfect bait in the irresistible Tatiana Romanova . Her mission is to lure Bond to Istanbul and seduce him, while her superiors handle the rest . Bond walks into the trap – but he is always the one to win . The language of this detective story is mostly unexpressive, unemotional, and the stylistic devices ( SD ) that the author uses are typical of the genre : the lyrical images are absent, most of the SDs are used as the means serving to create the picture of the cold, ruthless world of constantly alternating death and fight for survival . Artistic images mostly are stylistically neutral , as no or little expressiveness or emotional colouring is present in them . The same concerns the idioms and phraseologisms ( of which the verbal image is the basic constituting element [ 3 ; 28 ] ) occuring infrequently . The translated work of art is percepted as the artistic one only provided that it corresponds to artistic and stylistic tradition of the TL [ 3; 28 ] .

Corporate Identity Essay

Explained by Balmer and Soenen (1999). The International Corporate Identity Group (ICIG), therefore, came up with a statement of corporate identity, The Strathclyde Statement, to describe it. Please refer to Appendix B for the ICIG statement. A commonality between all attempts to define corporate identity, as well as, The Strathclyde Statement, indicates its characteristics which are concluded to be: 1. Collective. 2. Central. 3. Enduring. 4. Identifying of corporate. 5. Manageable. 6. Manifested by corporate-level strategy (vision and mission). 7. Affecting corporate image and affected by corporate image. Can be a source of competitive advantage. In spite all the variations in defining the concept, a clearer image of what corporate identity is emerges after studying its constructs and dimensions. This will be explored in the next section. Corporate identity: The structure What meant by structure is the components that constitute the corporate identity. Regardless of the difference i n categorizations, researchers have more in common when it comes to studying the construct of corporate identity than they had in its definition. Different views were offered of the construct of corporate identity. From a orporate communication paradigm, Birkigt & Stadler (1986) in (Balmer, 1998) have introduced corporate identity mix that focuses on the means by which corporate identity is communicated. Their mix includes corporate personality, behaviour, communication, and symbolism. Birkigt & Stadler mix has been given a good deal of attention by many authors (van Riel, 1995; Balmer, 1998; van Rekom, 1997). Communication is considered an important factor in shaping corporate identity, where it is stated that messages are communicated through behaviour of organization members (Balmer & van Riel, 1997). In 1995, Schmidt’s mix was introduced; it adds external environmental factors and also includes corporate culture to the corporate identity mix. It is composed of corporate culture, corporate behaviour, market condition and strategies, product and services, and communication ; design. Melewar ; Karaosmangolu (2006) suggest a â€Å"seven dimensions† construct for corporate identity that is very similar to Schmidt’s mix. These are corporate culture, corporate behaviour, and corporate communication, corporate structure, corporate strategy, corporate design, and industry identity. Balmer and Soenen (1999) have proposed a corporate identity mix that is composed of three of the human senses; these are soul, mind, and voice, see figure 1. The mind is the vision and philosophy, strategy, products and services, corporate performance, brand architecture, and corporate ownership, the soul consists of values, cultures, employee affinity, and internal images, and the voice consists of the corporate uncontrolled communication, controlled communication, symbolism, personnel and corporate behaviour, and indirect (external/ third party) communication. Figure [ 1 ] [ 1 ] Corporate Identity Mix – Adopted from [ (Balmer & Soenen, 1999)] Corporate culture Corporate culture was devoted proper attention since the early stages in expanding the corporate identity concept beyond the visual identity (Baker & Balmer, 1997; Hatch & Schultz, 1997; Stuart, 1999; Dowling, 1986; Markwick & Fill, 1997; Stuart, 1999; Melewar & Karaosmangolu, 2006). Culture epitomises the consensus within a company about how activities should be accomplished and is conceived as a result of a group’s shared experience and learning with respect to atters of external adaptation and internal integration† (Schein, 1985) in (Melewar & Karaosmangolu, 2006). It is therefore, represented in the shared values and beliefs among corporate members and also includes corporate philosophy, mission, and subcultures (Melewar & Karaosmangolu, 2006). Baker & Balmer (1997) consider culture as the most important element in the corporate identity mix. However, in their explanation for corporate identity mix, Balmer & Soenen (1999) consider culture as a different concept from values but they place both of them in the Soul category in their organically inspired categorization. All researchers in the topic state that corporate culture is an important factor in influencing corporate identity. Dowling (1986) puts corporate culture on the same ontological level as corporate identity and argues that culture, identity, and image are related components of a system that defines organizations, while Markwick & Fill (1997) consider corporate culture as part of corporate personality, which directly influence the corporate identity. Bernstein (1984) considers corporate personality as the total characteristics that generate corporate identity. Abratt and Shee (1989) agree to the ame opinion and consider these characteristics as the totality of behavioural and intellectual characteristics of the corporate. Melewar & Karaosmangolu (2006) found that culture is usually communicated to stakeholders through employees’ behaviour. Therefore, culture can be considered as a context in which employees’ behaviour is formulated (Stuart, 1999). Corporate Behaviour Many commentators suggest that the actions of a corporation are a fundamental element of its identity (Balmer & van Riel, 1997; Hatch & Schultz, 1997; Kiriakidou & Millward, 2000; Topalian, 1984; Olins, 1995). While Balmer & Soenen (1998) consider behaviour as part of the voice in their categorization, Melewar & Jenkins (2002) gives more attention to the behaviour as described by â€Å"the body language†. Behaviour is one of the most important aspects in corporate identity since corporate identity is rooted in the behaviour of its members (Balmer & van Riel, 1997). This importance comes from the fact that behaviour can be an important media to communicate messages to different stakeholders (Melewar & Jenkins, 2002). Olins (1995) contends that everything that corporate does or ay communicates. Therefore, it is important to align employees’ behaviour totality or the corporate behaviour with the values, philosophies and communication to effectively contribute toward building the targeted identity. Van Rekom (1997) argues that actions that are deliberate are more important than spontaneous ones. Markwick & Fill (1997) argues that the visual cues can be misleading; they rely on other cues such as behaviour, communication, and values to understand corporate identity. It is important, then, to indicate that corporate behaviour has to e managed and aligned with the messages communicated by corporate to enforce its identity. Management behaviour is an important aspect of behaviour since the former are more exposed to stakeholders. Hatch and Schultz (1997) argue that identity and image are influenced by the management behaviour. Melewar & Jenkins (2002) argue that management behaviour should be consistent with the values and vision of the organization not to create confusion or communicate faulty messages. Van Rekom (1997) emphasizes the importance of centrality in corporate identity and suggests that employees’ efforts and behaviour should collaborate owards confirming the organization goals and objectives. Communication and design The purpose of creating a favourable corporate identity is to project a positive image to stakeholders and consequently a good reputation for the organization. Corporate identity has to be communicated in order to be able to take this advantage. Therefore, all communication media’s have to be aligned and coordinated in order to create a consistent corporate identity. Van Riel (1995) considers succession in communicating corporate identity as a factor to measure the effectiveness of corporate communication. Controlled Communication Ind (1992) describes corporate communications as the â€Å"process which translates corporate identity into image†. Where Ind include uncontrolled communication in his definition, van Riel (1995) distinguishes between controlled and uncontrolled communication in his definition of corporate communication as â€Å"an instrument of management by means of which all consciously used forms of internal and external communications are harmonized as effectively and efficiently as possible, so as to create a favourable basis for relationships upon which the company is dependent†. Controlled communication can be classified to include management communication, marketing communication, and organizational communication; which are controlled type of communication (van Riel, 1995). Management communication is vital in communicating the corporate objectives and goals to employees (Melewar & Jenkins, 2002). It is defined as an attempt to â€Å"communicate the vision and mission of the company in order to establish a favourable image and ultimately a good reputation amongst its internal and external stakeholders† (Olins, 1989). Marketing ommunication is generally associated with the 4Ps of product, price, place and promotion, and is aimed at supporting the sales of an organisation’s products or services. Marketing communication include, advertising, public relation activities and direct marketing. Van Riel (1995) puts organizational communication as the one with stakeholders that has an interdependent relationship with the organization; this includes internal and external stakeholders. Uncontrolled Communication Cornelissen (2000) contends that perceived corporate identity is formed by controlled and uncontrolled communication. Olins (1995) and Balmer (1995) agree on that everything the organization does or say communicates. Uncontrolled communication usually occurs by organization’s members dealing with external stakeholders (Moingeon & Ramanantsoa, 1997). It can be concluded that uncontrolled communication mainly occurs through behaviour; therefore, behaviour of corporate members should be aligned with corporate philosophies, values and strategies as mentioned earlier. Melewar & Karaosmangolu (2006) suggest that the corporate members’ commitment to the corporate values and goals will reduce the negative uncontrolled communication. A dynamic interrelationship between culture and communication (controlled and uncontrolled) can be concluded from the earlier argument. Corporate culture is usually communicated through employees’ behaviour (uncontrolled communication) (Melewar & Karaosmangolu, 2006). Corporate Design Corporate design is consisted of the organisation’s name, slogan, logotype and symbol, colour and typography (Melewar & Saunders, 1998). Bernstein (1986) and Dowling (1986) consider the messages communicated through the symbol have more value than the symbol itself. Therefore, it is the communication done by the ymbol that makes the visual identity important to corporate identity. Melewar and Saunders (1998) attest on the importance of visual identity of corporation in influencing purchase decisions by consumers due to the rapid change in technology. The visual manifestation of corporate identity can communicate the corporate values and support the other forms of communication (Baker & Balmer, 1997). Melewar & Karaosmangolu (2006) also found that the slogan has powerful effect on stakeholders’ perceptions of the organizations. Structure Corporate structure is fundamental component of corporate identity (Olins, 1986; Melewar & Karaosmangolu, 2006). Brand structure Organizations develop branding strategies in order to distinguish itself from competitors (Melewar & Karaosmangolu, 2006). Olins (1986) have introduced three different brand structures: 1 . Monolithic structure: in this structure, the corporate uses consistent design and name. 2. Endorsed structure: where the names and designs of the subsidiaries are associated with the parent corporate. 3. Branded structure: indicates that the design and name of the parent company is less exposed to customers and different products have separate brands. Organisational Structure Organizational structure refers to the hierarchy in the organization, lines of reporting and communication. The degree autonomy of the managers is determined by the degree of centralization within the organization’s structure. The more decentralize the structure is, the more autonomy managers have, (Melewar & Karaosmangolu, 2006) which may lead to the emergence of new brand structure (Olins, 1986). Strategy All literature reviewed has made a link between corporate identity and strategy. There are different views on the relationship between corporate identity and trategy. The first view indicates that strategy provides a context to encapsulate corporate identity (Markwick & Fill, 1997; Stuart, 1999). The second view argues that as corporate identity encapsulates corporate values and mission and vision, it makes a reference point for the corporate strategy (Balmer & Greyser, 2009). He (2006) suggests a dynamic interrelationship between corporate identity and strategy which can be bidirectional. He (2006) suggests that corporate identity and strategy should have a big enough gap to allow change and enough alignment to maintain onsistency. Melewar & Karaosmangolu (2006) have highlighted two strategy types that are: Differentiation Strategy Differentiation strategy is the aspect of the corporate strategy that focus on the corporate strength and competitive advantage which is linked to the basic identity of the corporate (Melewar & Karaosmangolu, 2006). Positioning strategy Positioning strategy which is, according to Melewar & Karaosmangolu (2006), linked to the desired identity for the corporate. Corporate identity management Several models were introduced by academics to manage corporate identity. In the following sections, some of these models are described and analysed. Kennedy (1977) Kennedys model has focused on the creation of a positive corporate image (See Figure 2). She has realised the ability to influence corporate image through behavioural projections of the company. Kennedy has realised that based on the reality behaviour, or as per her wording â€Å"policies operating within the company’, an enduring and robust positive image can be obtained. In this model, Kennedy has acknowledged the importance of the effect of employees perception of the corporate n their behaviour and consequently on the projection of the corporate image to other stakeholders. In other parts of her article she declares the importance of employees in the process of company image formation. Also, there was no mentioning of visual identity of the corporate, as we know it is part of the corporate identity mix. Although her model hasn’t handled corporate identity in its new shape, her model was a starting point for several further models. Kennedys model main contribution was her awareness of the ability to influence corporate image based on corporate reality and behaviour. Figure [ 1 ] [2] Kennedy model for managing corporate image – Adopted from Stuart (1999) Dowling (1986) As seen in Figure 3, Dowling has elaborated on the role of communication in forming image of the corporate. Dowling considered that interpersonal communication represents the images of the firm held by these groups, and that mass media communication represents the company’s perception of itself. His argument is in contrast with the later literature reviewed which distinguishes between corporate identity, which communication is part of, and the corporate image that can be influenced by communication. Van Riel (1995) suggests that corporate communication should be consistent with corporate strategy, corporate identity, and corporate image. Figure [ 1 ] [3] Dowling model for managing corporate image – Adopted from Stuart (1999) In the conception of corporate culture, Dowling has dealt with culture as a determinant where he placed it at the same level with identity (Hatch & Schultz, 1997). However, Hatch and Schultz didn’t share the same opinion with Dowling where they have considered culture as a context of identity rather than being a determinant. Also Dowlings model were criticised for his underestimation of the role f management communication in influencing employees’ behaviour and internal images. Abratt (1989) Abratt’s model has introduced the concept of corporate personality. He argued that from the corporate personality, corporate philosophies can be developed, where the latter include values and culture of the corporate. The strategy was also included in the corporate personality in the model as showed in Figure 4. However, Abratt has defined corporate identity as â€Å"an assembly of visual clues-physical and behavioural by which an audience can recognise a company and distinguish it from others and hich can be used to represent or symbolise the company’ (Abratt & Shee, 1989).

The Rate Of Childhood Obesity - 1575 Words

Introduction The rate of childhood obesity is on the rise. The negative effect of obesity on a child has been documented by health care agencies repeatedly. And yet, effective treatment plan to control the increase in obesity has yet to be discovered. Research examining the causes and intervention of childhood obesity has circled around understanding the reason behind a child’s weight gain as well as the key shareholders that have influence. The key shareholders such as the child, the family, and the school nurse, and school administrators have all been identified as performers in the fight against childhood obesity. Without the involvement of the key shareholders, it would be difficult to make head way or even initiate a program. Thus in this paper, the author will summarize findings on a qualitative research conducted on the perception of children about their body image; the understanding of parents in their role as guides to their child’s nutrition and physical activity; the role of the school personnel, and finally the school nurses perception of self-efficacy, perceived benefit and perceived barrier in addressing childhood obesity at the school setting. The obesity rate in the United States has remained steady since 2003 and 2004. According to the Centers for Disease Control and Prevention (2014) 17% of children in the U.S. between the ages of 2 to 19 are considered overweight and obese. 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