Mazovia brand awareness among corporate customers: implications for local authorities
Purpose – The aim of the study was to determine the region brand’s strength by measuring the awareness of the regional brand elements, associations and the perception of the region’s promotional activity in the corporate customers’ group. Design/methodology/approach – To obtain the necessary data, t...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2023-05-01
|
| Series: | Central European Management Journal |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/CEMJ-10-2021-0114/full/pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1846166562682175488 |
|---|---|
| author | Katarzyna Młotkowska Izabela Kowalik |
| author_facet | Katarzyna Młotkowska Izabela Kowalik |
| author_sort | Katarzyna Młotkowska |
| collection | DOAJ |
| description | Purpose – The aim of the study was to determine the region brand’s strength by measuring the awareness of the regional brand elements, associations and the perception of the region’s promotional activity in the corporate customers’ group. Design/methodology/approach – To obtain the necessary data, this study conducted computer-assisted web interviewing on a sample of 151 small and medium-sized enterprises (SMEs) registered in the Mazowieckie Voivodeship and engaged in furniture production and food and beverage production. Statistical data analysis included Pearson and Spearman’s rank correlation and chi-square tests. Findings – The survey showed a high number of brand associations with the region of Mazovia, but the level of brand recognition was low. The awareness of the region’s logo among SMEs shows the strongest correlation with the belief that promotional activities increased the scope of company operations. Moreover, this evidences the perceived utility of the brand among those customers. Practical implications – The regional authorities should invest more in the frequency of promoting the region among certain strongly engaged user groups to increase their brand awareness level. Furthermore, local authorities should try establishing an umbrella brand that would cover several sub-brands promoting separate industries in the region. Originality/value – To the best of the authors’ knowledge, this is the first study in Poland that focused on regional branding effects among entrepreneurs and using a quantitative method. The relationship between the studied entrepreneurs’ willingness to use the Mazovia brand and their range of operations indicates that some enterprises already enjoy greater trust thanks to the brand, which increases their loyalty toward the region. |
| format | Article |
| id | doaj-art-bb83bdf7a2d847d0adb191fa6391032d |
| institution | Kabale University |
| issn | 2658-0845 2658-2430 |
| language | English |
| publishDate | 2023-05-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | Central European Management Journal |
| spelling | doaj-art-bb83bdf7a2d847d0adb191fa6391032d2024-11-15T13:48:47ZengEmerald PublishingCentral European Management Journal2658-08452658-24302023-05-0131113014510.1108/CEMJ-10-2021-0114Mazovia brand awareness among corporate customers: implications for local authoritiesKatarzyna Młotkowska0Izabela Kowalik1SGH Warsaw School of Economics, Warszawa, PolandDepartment of International Marketing, Warsaw School of Economics, Warsaw, PolandPurpose – The aim of the study was to determine the region brand’s strength by measuring the awareness of the regional brand elements, associations and the perception of the region’s promotional activity in the corporate customers’ group. Design/methodology/approach – To obtain the necessary data, this study conducted computer-assisted web interviewing on a sample of 151 small and medium-sized enterprises (SMEs) registered in the Mazowieckie Voivodeship and engaged in furniture production and food and beverage production. Statistical data analysis included Pearson and Spearman’s rank correlation and chi-square tests. Findings – The survey showed a high number of brand associations with the region of Mazovia, but the level of brand recognition was low. The awareness of the region’s logo among SMEs shows the strongest correlation with the belief that promotional activities increased the scope of company operations. Moreover, this evidences the perceived utility of the brand among those customers. Practical implications – The regional authorities should invest more in the frequency of promoting the region among certain strongly engaged user groups to increase their brand awareness level. Furthermore, local authorities should try establishing an umbrella brand that would cover several sub-brands promoting separate industries in the region. Originality/value – To the best of the authors’ knowledge, this is the first study in Poland that focused on regional branding effects among entrepreneurs and using a quantitative method. The relationship between the studied entrepreneurs’ willingness to use the Mazovia brand and their range of operations indicates that some enterprises already enjoy greater trust thanks to the brand, which increases their loyalty toward the region.https://www.emerald.com/insight/content/doi/10.1108/CEMJ-10-2021-0114/full/pdfRegion brandBrand strengthCorporate customersPlace branding |
| spellingShingle | Katarzyna Młotkowska Izabela Kowalik Mazovia brand awareness among corporate customers: implications for local authorities Central European Management Journal Region brand Brand strength Corporate customers Place branding |
| title | Mazovia brand awareness among corporate customers: implications for local authorities |
| title_full | Mazovia brand awareness among corporate customers: implications for local authorities |
| title_fullStr | Mazovia brand awareness among corporate customers: implications for local authorities |
| title_full_unstemmed | Mazovia brand awareness among corporate customers: implications for local authorities |
| title_short | Mazovia brand awareness among corporate customers: implications for local authorities |
| title_sort | mazovia brand awareness among corporate customers implications for local authorities |
| topic | Region brand Brand strength Corporate customers Place branding |
| url | https://www.emerald.com/insight/content/doi/10.1108/CEMJ-10-2021-0114/full/pdf |
| work_keys_str_mv | AT katarzynamłotkowska mazoviabrandawarenessamongcorporatecustomersimplicationsforlocalauthorities AT izabelakowalik mazoviabrandawarenessamongcorporatecustomersimplicationsforlocalauthorities |