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HARDBOUND
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COMMENTS PRINT
HARDBOUND
It is a beautiful memoir about his two obsessions — running and writing.
Sandeep Sabharwal
HARDBOUND
Outlook Business

Of The People, For The People

Customer relationship management is the crux of every brand’s strategy. It’s no surprise, then, that social identification and its impact on individuals is talked about a lot lately. Gianluca Marzocchi, Gabriele Morandin and Massimo Bergami set out to find the target of identification for a community and what exerts most influence on loyalty of a brand. Their survey concludes that those who identify with the company tend to have confidence in the brand and those who identify with the brand community act on the emotional and affective dimensions of the brand schema. And it is those who identify with the community that are more loyal to the brand. And loyalty is such that the research found no evidence of impact on resilience to negative information.

Title: Brand communities: loyal to the community or the brand?

Source: Social Science Research Network


Birds Of A Feather

Every organisation strives to create an amicable work environment. A study by Naman Sharma and Vinod Kumar Singh examines the relationship between workplace deviance and components of the social learning theory — deviant behaviour is learned through personal interaction. The study finds that, deviance does increase if employees think their coworkers are deviant. It is hence important to keep a check on employees with a negative track record because, according to the study, we are what we observe our coworkers to be.

Title: Differential Association and Imitation as Moderators of Workplace Deviance

Source: Social Science Research Network

COMMENTS PRINT
HARDBOUND
It is a beautiful memoir about his two obsessions — running and writing.
Sandeep Sabharwal
HARDBOUND
Outlook Business
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