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Considers the significance of corporate identity, internal corporate brand/identity images, and corporate brand identification for corporate brand orientation. Three propositions based on the above are formulated. By highlighting the importance of these concepts, scholars are more fully able to comprehend the importance and connectedness between the concepts. The same is true for senior managers who have responsibility for managing and nurturing meaningful corporate brand orientated organizations. They also need to be cognizant of these dimensions and regularly appraise them.
John M.T. Balmer; Klement Podnar. Corporate brand orientation: Identity, internal images, and corporate identification matters. Journal of Business Research 2021, 134, 729 -737.
AMA StyleJohn M.T. Balmer, Klement Podnar. Corporate brand orientation: Identity, internal images, and corporate identification matters. Journal of Business Research. 2021; 134 ():729-737.
Chicago/Turabian StyleJohn M.T. Balmer; Klement Podnar. 2021. "Corporate brand orientation: Identity, internal images, and corporate identification matters." Journal of Business Research 134, no. : 729-737.
An analysis of corporate marketing-related articles is undertaken to identify trends in the literature. It scrutinizes past, present, and future directions of corporate marketing as an organization-wide philosophy and culture. Also revisits corporate marketing rationales and components. The premises of corporate marketing are enumerated. The challenges and opportunities inherent for corporate marketing in moving to the centre ground are considered. This short paper concludes by providing summaries of the articles contained in this special section.
Klement Podnar; John M.T. Balmer. Quo Vadis Corporate Marketing? Journal of Business Research 2021, 134, 642 -646.
AMA StyleKlement Podnar, John M.T. Balmer. Quo Vadis Corporate Marketing? Journal of Business Research. 2021; 134 ():642-646.
Chicago/Turabian StyleKlement Podnar; John M.T. Balmer. 2021. "Quo Vadis Corporate Marketing?" Journal of Business Research 134, no. : 642-646.
This study analyses the role of perception of city management, perception of fellow residents, and Perceived External Prestige (PEP) on affective commitment from the city marketing perspective. The research model is tested based on the data collected on the residents of two different cities, on residents (N = 402) of Ljubljana – Green capital of Europe, 2016, and (N = 403) of Maribor – Capital of Culture, 2012. The results showed that both Perceived External Prestige and perception of fellow residents were significant drivers of city commitment. Perception of city management had a significant effect on Perceived External Prestige and perception of fellow residents, although no significant direct effect on city commitment. The results revealed that Perceived External Prestige and perception of fellow residents mediate the relationship between perception of city management and affective commitment fully. The study recognises the relationships between analysed variables, and confirms their crucial role as drivers of the residents' city commitment.
Katja Udir Mišič; Klement Podnar. Perception of city management, fellow residents, and Perceived External Prestige (PEP) as antecedents of city affective commitment - The city marketing perspective. Cities 2018, 84, 66 -74.
AMA StyleKatja Udir Mišič, Klement Podnar. Perception of city management, fellow residents, and Perceived External Prestige (PEP) as antecedents of city affective commitment - The city marketing perspective. Cities. 2018; 84 ():66-74.
Chicago/Turabian StyleKatja Udir Mišič; Klement Podnar. 2018. "Perception of city management, fellow residents, and Perceived External Prestige (PEP) as antecedents of city affective commitment - The city marketing perspective." Cities 84, no. : 66-74.
Purpose Despite numerous scholarly attempts, there is a lack of consensus regarding the relevance of various factors used to promote organic food consumption. The purpose of this paper is to assess the impact of environmentally conscious purchase behaviour (ECPB) and green scepticism on organic food consumption. Moreover, the paper examines the indirect impact of attitudinal and contextual forces on organic food consumption (through ECPB). Design/methodology/approach The paper develops a conceptual model of organic food consumption. Data were collected through an online survey on a sample of 462 consumers in Slovenia. Structural equation modelling was used to test the hypothesised relationships. Findings The findings indicate that ECPB positively and green scepticism negatively affects organic food consumption. In addition, ECPB is positively influenced by personal and social norms, perceived availability and consumer sustainability orientation. Interestingly, the social norms exert the strongest indirect effect on organic food consumption. Research limitations/implications This study informs organic food producers and policy makers about the relative importance of ECPB and scepticism for increasing organic food consumption. It also highlights the role of general attitudinal and contextual factors for ECPB and organic food consumption. Originality/value The proposed model enables a better understanding of the relevance of ECPB, its antecedents and green scepticism as (direct or indirect) determinants of organic food consumption.
Ursa Golob; Mateja Kos Koklic; Klement Podnar; Vesna Zabkar. The role of environmentally conscious purchase behaviour and green scepticism in organic food consumption. British Food Journal 2018, 120, 2411 -2424.
AMA StyleUrsa Golob, Mateja Kos Koklic, Klement Podnar, Vesna Zabkar. The role of environmentally conscious purchase behaviour and green scepticism in organic food consumption. British Food Journal. 2018; 120 (10):2411-2424.
Chicago/Turabian StyleUrsa Golob; Mateja Kos Koklic; Klement Podnar; Vesna Zabkar. 2018. "The role of environmentally conscious purchase behaviour and green scepticism in organic food consumption." British Food Journal 120, no. 10: 2411-2424.
Purpose The purpose of this paper is to examine how brand anthropomorphism (BA), consumer–brand engagement (CBE), consumer skepticism and brand prestige influence consumer–brand identification (CBI). Design/methodology/approach The proposed theoretical model is tested using structural equation modelling approach on the data gathered from 464 consumers. Findings The paper shows that being more engaged in consumer–brand interactions and perceiving a brand as more humanlike and prestigious increases consumer’s identification with product brands. On the other hand, consumer skepticism towards advertising only slightly decreases their identification. CBI is shown to have a strong positive influence on brand loyalty. Research limitations/implications The study restricts itself to those brands that consumers know well and are somehow close to them. It might prove worthwhile to replicate the study to broaden the inferences beyond the criteria used in this study. Practical implications To strengthen consumers’ identification with their brands, organisations should maintain a focus on interactions with their target consumers. Specifically, companies should expose their human-like character and engage consumers in company’s offerings. Also, companies should take care for keeping their competitive edge to be perceived as more prestigious than the competition. Originality/value While previous papers studying drivers of CBI focused mainly on brand associations that help satisfy one of consumer’s self-definitional need, this paper aims to define the drivers of CBI by examining the origins of consumer’s interactions with brands. The paper proposes CBE and BA as two vital antecedents of CBI.
Urška Tuškej; Klement Podnar. Exploring selected antecedents of consumer–brand identification. Baltic Journal of Management 2018, 13, 451 -470.
AMA StyleUrška Tuškej, Klement Podnar. Exploring selected antecedents of consumer–brand identification. Baltic Journal of Management. 2018; 13 (4):451-470.
Chicago/Turabian StyleUrška Tuškej; Klement Podnar. 2018. "Exploring selected antecedents of consumer–brand identification." Baltic Journal of Management 13, no. 4: 451-470.
This paper discusses the ongoing quest to define corporate reputation in the literature. It shows that while some attempts to define this concept have been quite fruitful, they have failed to present a basis for further studies in this area. The paper argues that an additional investigation into the relationships between the three main concepts of identity, image, and reputation might help scholars evaluate and elaborate on the existing definitions. In doing so, it builds on a model introduced in the corporate reputation literature by Whetten (Corporate Reputation Review 1:26–34, 1997) to deal with these relationships.
Klement Podnar; Urša Golob. The Quest for the Corporate Reputation Definition: Lessons from the Interconnection Model of Identity, Image, and Reputation. Corporate Reputation Review 2017, 20, 186 -192.
AMA StyleKlement Podnar, Urša Golob. The Quest for the Corporate Reputation Definition: Lessons from the Interconnection Model of Identity, Image, and Reputation. Corporate Reputation Review. 2017; 20 (3-4):186-192.
Chicago/Turabian StyleKlement Podnar; Urša Golob. 2017. "The Quest for the Corporate Reputation Definition: Lessons from the Interconnection Model of Identity, Image, and Reputation." Corporate Reputation Review 20, no. 3-4: 186-192.
Corporate social responsibility (CSR) is a relatively new area of academic research firmly established in the early 1990s, although the idea behind CSR can be traced even as far back as the late 19th century. At first, skeptics among scholars and professionals tended to dismiss the idea of CSR as a mere fad. Even recently, several critical perspectives can be found in the literature. However, due to the changes in the globalized world that have been reflected in changing social values and rising stakeholder expectations, CSR has become an idea that has gained overall recognition and value. This is reflected by the fact that CSR (and its complementary variations such as corporate performance, citizenship, and sustainability) has been widely recognized and promoted by such institutions as the European Commission, the United Nations, the Organisation for Economic Co-operation and Development (OECD), and others. CSR represents a stream of thought, activities, and research related to the notion that companies play a significant role in society. CSR, as an umbrella term, thus concerns itself with the relationships between businesses and society in general and different stakeholders in particular. The basic notion that guides CSR and is most often expressed in the literature can be explained using the analogy of the famous line by the English poet John Donne “no man is an island,” which reflects the idea that no organization can operate in isolation from or in opposition to the society. In their research, scholars, coming from such different academic fields as business, management, sociology, political science, and communication, are studying CSR from various perspectives and traditions, and they use a plethora of theories and approaches aimed at explaining the notion of CSR. Thus, there is neither a common definition nor a set of core principles for CSR. Increasingly, scholars are arguing that CSR is a concept that is highly contextual and dependent on the institutional environment, which also affects how it is practiced and implemented in practice. One of the most important groups of stakeholders concerned with CSR are, according to various research studies, consumers, who tend to express their expectations about CSR through their purchasing behavior and activism. To find ways to engage them (and other stakeholders too), practice and academia are more and more interested in communication aspects related to CSR.
Urša Golob; Klement Podnar. Corporate Social Responsibility and Communication. Communication 2017, 1 .
AMA StyleUrša Golob, Klement Podnar. Corporate Social Responsibility and Communication. Communication. 2017; ():1.
Chicago/Turabian StyleUrša Golob; Klement Podnar. 2017. "Corporate Social Responsibility and Communication." Communication , no. : 1.
Purpose The purpose of this paper is to introduce the third special issue on corporate social responsibility communication (CSRCom). In this editorial, the authors take the opportunity to share the latest knowledge, research and insights on CSRCom as presented at the third International CSR Communication Conference held in Ljubljana 17-19 September 2015. Design/methodology/approach Many efforts have been made to map the research field of CSRCom. Two major ontological streams seem to stand out in CSRCom research: functionalism vs constructivism. In this editorial, the authors describe each of them, address the factors which contributed to their implementation within the CSRCom field and provide a rationale for bridging the two approaches. Findings The papers selected for the issue demonstrate that recent studies of CSRCom are anchored both in functionalism and constructivism but that the attention towards using CSRCom in organisational processes of collaboration and networking is growing. This growth is aligned to the changes in the wider social environment. In this editorial, the authors are bridging both approaches and relating them to the most recent developments in CSR and CSRCom. Originality/value This paper concludes that a growing body of empirical studies contributes to an increased understanding of how both functionalistic and constitutive perspectives are relevant and provide key insights for communication managers. It also accentuates the idea that the ability to expand the understanding of CSRCom from that of a means to an end to one, according to which communication represents an important end/goal in itself, that can play a crucial role in dealing with the growing complexity of CSR processes.
Ursa Golob; Natasa Verk; Anne Ellerup Nielsen; Christa Thomsen; Wim J.L. Elving; Klement Podnar. The communicative stance of CSR: reflections on the value of CSR communication. Corporate Communications: An International Journal 2017, 22, 166 -177.
AMA StyleUrsa Golob, Natasa Verk, Anne Ellerup Nielsen, Christa Thomsen, Wim J.L. Elving, Klement Podnar. The communicative stance of CSR: reflections on the value of CSR communication. Corporate Communications: An International Journal. 2017; 22 (2):166-177.
Chicago/Turabian StyleUrsa Golob; Natasa Verk; Anne Ellerup Nielsen; Christa Thomsen; Wim J.L. Elving; Klement Podnar. 2017. "The communicative stance of CSR: reflections on the value of CSR communication." Corporate Communications: An International Journal 22, no. 2: 166-177.
Cities compete for limited resources and face various challenges. Changing conditions have increased awareness and interest in city marketing. However, in order to achieve a competitive advantage in the acquisition of investments, tourism and community development, change in the city marketing mix is most important. Marketing experts transferred general marketing concepts to be within the scope of cities, but due to the complexity of the structure of the city, the best model in the context of marketing mix has still not been found. Any attempt in this direction is therefore theoretically and practically relevant. This paper aims to encompass various perspectives and introduces a city marketing mix, which takes into account the complexity, functionality and structure of the cities. It also presents a measurement instrument of city marketing mix that can be used as a sophisticated tool to satisfy the needs of city residents, who are considered to be the most valuable assets of the city.
Katja Udir Mišič; Klement Podnar. Steps toward a City Marketing Mix and Its Perception Measurement. Handbook of Research on the Impacts and Implications of COVID-19 on the Tourism Industry 2017, 67 -86.
AMA StyleKatja Udir Mišič, Klement Podnar. Steps toward a City Marketing Mix and Its Perception Measurement. Handbook of Research on the Impacts and Implications of COVID-19 on the Tourism Industry. 2017; ():67-86.
Chicago/Turabian StyleKatja Udir Mišič; Klement Podnar. 2017. "Steps toward a City Marketing Mix and Its Perception Measurement." Handbook of Research on the Impacts and Implications of COVID-19 on the Tourism Industry , no. : 67-86.
The purpose of this article is to assess the perceptions of advertising media substitutability among consumers, media planners, and media providers. Data were collected from three different samples using structured questionnaires and CATI interviewing. The results suggest that some degree of substitution does indeed exist in all three groups. This means that if first media choices are unavailable all groups are likely to consider others as possibly providing the best buying information. This study adds to the scarce literature that focuses on perceptions of media substitutability and provides results for both demand and supply side of the media market. It also suggests that such perceptual studies may be helpful in a re-examination of current policy and advertising management decisions.
Urša Golob; Klement Podnar. Advertising Decision Makers' and Consumers' Perceptions of Media Substitutability. Journal of Promotion Management 2015, 21, 798 -816.
AMA StyleUrša Golob, Klement Podnar. Advertising Decision Makers' and Consumers' Perceptions of Media Substitutability. Journal of Promotion Management. 2015; 21 (6):798-816.
Chicago/Turabian StyleUrša Golob; Klement Podnar. 2015. "Advertising Decision Makers' and Consumers' Perceptions of Media Substitutability." Journal of Promotion Management 21, no. 6: 798-816.
The purpose of this paper is to distinguish the two foci of organisational identification and to explore relations among employees’ groups and corporate identification, perceived external prestige, and organisational commitment. Structural equation modelling was applied to data collected by questionnaire from a sample of 145 respondents employed in advertising agencies, to test the relationships between the researched concepts. Organisational identification comprises identification with the organisation both as a collective of individuals and as a social entity. Perceived external prestige augments corporate identification and helps to explain organisational commitment. A strong positive link between corporate identification and organisational commitment was also found. The findings suggest a means for marketing strategists and general managers to predict the consequences of managing reputation for employees and to undertake appropriate initiatives to enhance corporate identification inside the company and thus influence organisational commitment and corporate performance.
Klement Podnar; Urša Golob. THE TWIN FOCI OF ORGANISATIONAL IDENTIFICATION AND THEIR RELEVANCE FOR COMMITMENT: A STUDY OF MARKETING COMMUNICATIONS INDUSTRY. Journal of Business Economics and Management 2014, 16, 214 -227.
AMA StyleKlement Podnar, Urša Golob. THE TWIN FOCI OF ORGANISATIONAL IDENTIFICATION AND THEIR RELEVANCE FOR COMMITMENT: A STUDY OF MARKETING COMMUNICATIONS INDUSTRY. Journal of Business Economics and Management. 2014; 16 (1):214-227.
Chicago/Turabian StyleKlement Podnar; Urša Golob. 2014. "THE TWIN FOCI OF ORGANISATIONAL IDENTIFICATION AND THEIR RELEVANCE FOR COMMITMENT: A STUDY OF MARKETING COMMUNICATIONS INDUSTRY." Journal of Business Economics and Management 16, no. 1: 214-227.
In the last few decades corporate social responsibility (CSR) issues have echoed mostly in the management literature but have been on increase among the marketing scholars as well. Despite the numerous research studies found in the marketing literature that have focused mostly on specific dimensions of CSR, issues addressing the relationship between CSR and consumer expectations or perceptions are still relatively under-researched. Some authors even argue that only a small percentage of research studies on CSR focus on consumers. Consumer expectations are known as a driver motivating marketers to incorporate social considerations into their marketing practices and to communicate about those actions.
Urša Golob; Klement Podnar; Zlatko Jančič. The Importance of Values Motivation and Expectations for Consumers’ Responses to Corporate Social Responsibility. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2014, 11 -11.
AMA StyleUrša Golob, Klement Podnar, Zlatko Jančič. The Importance of Values Motivation and Expectations for Consumers’ Responses to Corporate Social Responsibility. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2014; ():11-11.
Chicago/Turabian StyleUrša Golob; Klement Podnar; Zlatko Jančič. 2014. "The Importance of Values Motivation and Expectations for Consumers’ Responses to Corporate Social Responsibility." Developments in Marketing Science: Proceedings of the Academy of Marketing Science , no. : 11-11.
Corporate social responsibility (CSR) has become an essential topic with regard to the relationship between business and the wider society. It is a complex and controversial phenomenon that can best be addressed via systems theory and the sensemaking perspective. This paper proposes a way to link a dialectical systems perspective with communications that includes the sensemaking and dialogic collective approaches, which help to build systems of organised activities that aim to find solutions to complex problems from a holistic perspective. Companies are increasingly aware that if they wish to be successful actors in their business and societal relationships, the traditional sole focus on maximising profit is counterproductive, especially in terms of sustaining their value chains. A holistic approach to CSR and the value chain involves companies integrating their stakeholders along their value chains, especially at the downstream and upstream extremes (their customers and suppliers). This paper illustrates its theoretical perspectives with a case study of JYSK, a multinational company based in Denmark, which demonstrates how the company based its actual management of CSR on its willingness to learn from its own actions and from the actions of others.
Urša Golob; Trine Susanne Johansen; Anne Ellerup Nielsen; Klement Podnar. Corporate Social Responsibility as a Messy Problem: Linking Systems and Sensemaking Perspectives. Systemic Practice and Action Research 2013, 27, 363 -376.
AMA StyleUrša Golob, Trine Susanne Johansen, Anne Ellerup Nielsen, Klement Podnar. Corporate Social Responsibility as a Messy Problem: Linking Systems and Sensemaking Perspectives. Systemic Practice and Action Research. 2013; 27 (4):363-376.
Chicago/Turabian StyleUrša Golob; Trine Susanne Johansen; Anne Ellerup Nielsen; Klement Podnar. 2013. "Corporate Social Responsibility as a Messy Problem: Linking Systems and Sensemaking Perspectives." Systemic Practice and Action Research 27, no. 4: 363-376.
Klement Podnar; Urška Tuškej; Urša Golob. Mapping semantic meaning of corporate reputation in global economic crisis context: A Slovenian study. Public Relations Review 2012, 38, 906 -915.
AMA StyleKlement Podnar, Urška Tuškej, Urša Golob. Mapping semantic meaning of corporate reputation in global economic crisis context: A Slovenian study. Public Relations Review. 2012; 38 (5):906-915.
Chicago/Turabian StyleKlement Podnar; Urška Tuškej; Urša Golob. 2012. "Mapping semantic meaning of corporate reputation in global economic crisis context: A Slovenian study." Public Relations Review 38, no. 5: 906-915.
Purpose – The purpose of this paper is to advance understanding of an individual's identification with an organisation (“organisational identification”) and propose a scale for its measurement, by means of a study drawing on the literature of corporate marketing, and group and corporate identification. Design/methodology/approach – Factor analysis was applied to data collected by questionnaire from two independent samples of 200 and 525 respondents, in Slovenia, to test the causal-path relationship of group and corporate identification to “organisational identification”. Findings – Contrary to the prevailing wisdom, “organisational identification” is not a unidimensional construct, but comprises identification with the organisation both as a collective of individuals, and as a social entity. Results confirm the proposed structure of organisational identification, and the sound quality of the scale for its measurement. Practical implications – The findings suggest a means for marketing strategists and managers to predict the forms of organisational identification in their organisations, undertake appropriate initiatives for its general enhancement, and thereby strengthen corporate performance. Originality/value – This study offers two statistically verified scales for measuring group and corporate identification, and thus has important implications for the existing literature of corporate marketing and organisational identification.
Klement Podnar; Urša Golob; Zlatko Jančič. Identification with an organisation as a dual construct. European Journal of Marketing 2011, 45, 1399 -1415.
AMA StyleKlement Podnar, Urša Golob, Zlatko Jančič. Identification with an organisation as a dual construct. European Journal of Marketing. 2011; 45 (9/10):1399-1415.
Chicago/Turabian StyleKlement Podnar; Urša Golob; Zlatko Jančič. 2011. "Identification with an organisation as a dual construct." European Journal of Marketing 45, no. 9/10: 1399-1415.
The purpose of this paper is to increase the understanding of the existence of work flexibility and its relevance to internal marketing. Friendly forms of work flexibility are critical to an improved understanding of the role internal marketing should have to achieve better service quality performance. This exploratory study is based on a sample of 2997 private-sector organisations provided by the CRANET survey. The results show the divergence in industry business patterns in the use of friendly and unfriendly flexible work arrangements. Service companies tend to use friendly flexible working practices in larger proportions. The analysis reveals a small negative relationship between unfriendly practices and service quality. These findings may suggest that service organisations tend to create more supportive environments when offering flexible work arrangements that are friendlier for individual workers and their families.
Klement Podnar; Urša Golob. Friendly flexible working practices within the internal marketing framework: a service perspective. The Service Industries Journal 2010, 30, 1773 -1786.
AMA StyleKlement Podnar, Urša Golob. Friendly flexible working practices within the internal marketing framework: a service perspective. The Service Industries Journal. 2010; 30 (11):1773-1786.
Chicago/Turabian StyleKlement Podnar; Urša Golob. 2010. "Friendly flexible working practices within the internal marketing framework: a service perspective." The Service Industries Journal 30, no. 11: 1773-1786.
The aims of this introduction are to define the field of Corporate Social Responsibility communication, to emphasize the role of communicating CSR and briefly to describe different perspectives on CSR communication. In the second part, I review the papers in this special issue and stress the importance of different perspectives in CSR communication.
Klement Podnar. Guest Editorial: Communicating Corporate Social Responsibility. Journal of Marketing Communications 2008, 14, 75 -81.
AMA StyleKlement Podnar. Guest Editorial: Communicating Corporate Social Responsibility. Journal of Marketing Communications. 2008; 14 (2):75-81.
Chicago/Turabian StyleKlement Podnar. 2008. "Guest Editorial: Communicating Corporate Social Responsibility." Journal of Marketing Communications 14, no. 2: 75-81.
This study focuses on a categorization of different stakeholder groups, specifically on their power in relation to a company. Stakeholder theory argues that the company must be seen throughout numerous interactions with its stakeholders. Within the marketing communications field, the theory draws attention to communication (dialogue) with different stakeholders, not only consumers. An empirical verification of a three‐level stakeholder model is presented in the study. The results, based on a sample of employees in marketing communications and public relations agencies, show that three different levels of exchange and communication – inevitable, necessary and desirous levels – can be expected. Authors argue that such a result has important implications for marketing communications. A company can achieve optimal effects with a rational management of communication resources, according to different stakeholders' importance to the company and their power.
Klement Podnar; Zlatko Jančič. Towards a Categorization of Stakeholder Groups: An Empirical Verification of a Three‐Level Model. Journal of Marketing Communications 2006, 12, 297 -308.
AMA StyleKlement Podnar, Zlatko Jančič. Towards a Categorization of Stakeholder Groups: An Empirical Verification of a Three‐Level Model. Journal of Marketing Communications. 2006; 12 (4):297-308.
Chicago/Turabian StyleKlement Podnar; Zlatko Jančič. 2006. "Towards a Categorization of Stakeholder Groups: An Empirical Verification of a Three‐Level Model." Journal of Marketing Communications 12, no. 4: 297-308.