JBRMR 2056-6271 https://doi.org/10.24052/JBRMR/ 45 Volume 14 Issue 02 2020-04-01 https://jbrmr.com/cdn/issue_file/2020-05-03-13-39-59-PM.pdf

531 https://jbrmr.com/details&cid=531 2020-04-28 Agro-processors are important to economies of developing countries as they help create jobs, alleviate poverty and improve food security. These goals are important for Zimbabwe – a country ranked among the poorest countries in the world.  However, small to medium sized agro-processors face marketing challenges, especially in the digital environment. The challenges are mainly due to limited digital marketing resources and capabilities as witnessed by poor website design, and low visibility in trending social media platforms. As such, marketing costs remain high, yet digital marketing provides an opportunity to cut costs, increase visibility, improve customer relationships, offer enhanced market sensing, and increase customer convenience. In view of these possible contributions, this paper sought to establish whether possession of certain digital marketing resources and capabilities can improve agro-processors’ market performance. This is important because marketing is contextual, theories and concepts that apply in developed markets are not easily applicable to developing countries. As such, a new set of skills and knowledge is required. This paper contributes to literature on resource-based view, marketing capability, subsistence marketing, and marketing performance. To achieve that, the researchers reviewed and developed a conceptual model using literature on digital marketing, marketing resources, capabilities and market performance. The model and paper at large are original in that it takes a digital marketing and developing country perspective. Extant literature in Zimbabwe lacks an explanation to the impact of digital marketing resources, and capabilities on market performance of agro-processors. The study implies that different markets and contexts require different knowledge and skills; as such, researchers must test existing and new frameworks in different environments to develop relevant knowledge. 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532 https://jbrmr.com/details&cid=532 2020-04-28 Purpose of the Research: This study aims to understand the use of social media in building and managing corporate identity in Bahraini real estate companies. It will be based on the qualitative approach and aim to reach a deeper understanding of the perceptions adopted by Bahraini real estate companies in developing identity-building strategies and management methods. Design/Methodology: The study will focus on a sample of Bahraini real estate companies. It will also rely on semi-structured interviews as a data collection tool with managers, decision-makers or public relations managers of these companies. Results/Findings: Most of the real estate companies (8 out of 11) agreed that traditional media, such as newspapers, radio, and television, were unable to promote the company's services because of its narrow scope. New media should be used to target wider audiences. Practical Implications/Conclusion: The authors argue that managers should adapt to the new form of communication and take advantage of the power of consumer chatter in these ways and amplify them to influence other consumers. The interviews revealed that the use of the Internet has changed the behavior of consumers, and the marketing methods of products and services, as it created a new marketing environment in these media. Balmer J. M.T. (2001). Corporate identity, corporate branding and corporate marketing seeing through the fog. European Journal of Marketing 35(3/4): 248-291. Barnett M., Jermier J. & Lafferty B. (2006). Corporate Reputation: The Definitional Landscape, Corporate Reputation Review, Volume 9, Number 1. PP. 28-38. Berger, A. A., (2011). Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches. 2nd Edition, p. 138. Cornelissen, J. P. & Elving, J.L. (2003). Managing corporate identity: an integrative framework of dimensions and determinants. Corporate Communications: An International Journal 8(2): 115. Doorley J. & Garcia H. (2011). Reputation Management the Key to Success Public Relations and Corporate Communication. New York, Routledge, Second Edition, p. 22-114 Floreddu, P. B. (2014). Managing online reputation: the role of social media, Department of Economics and Business, University of Cagliari, Francesca Cabiddu, PhD, p. 1-23. Retrieved from  http://www.marketingtrendscongress.com/archives/2013/pages/PDF/673.pdf.  Gillin, P. (2007). The new influencers: A marketer’s guide to the new social media. Sanger, CA: Quill Driver Books http://journal.transformativeworks.org/index.php/twc/article/view/35/48 Retrieved 30/11/2019 Goodrich, K. & De Mooij, M. (2014). How ‘social’ are social media? A cross-cultural comparison of online and offline purchase decision influences. Journal of Marketing Communications 20(1-2): 103-116. Kaplan, A. (2015). Social Media, the Digital Revolution, and the Business of Media. International Journal on Media Management 17(4): 197-199. Kaplan, A.M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons 53; 59-68. Retrieved from  http://www.sciencedirect.com/science/article/pii/S0007681309001232.  Kotler, P. & Keller, K.L. (2012). Marketing Management. New Jersey, USA: Pearson Education. P. 475-476. Lindlof, T. R.; & Taylor, B. C. (2011). Qualitative Communication Research Methods. 3rd Ed. USA: Sage. p. 8. Mangold, W. & Faulds, D. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons 52: 357-365. Retrieved from  http://www.sciencedirect.com/science/article/pii/S0007681309000329 23-10-2015 01:15am. Melewar, T.C. (2008). Facets of Corporate Identity, Communication and Reputation. Routledge, New York.  Olins, O. (2014). Brand New: The Shape of Brands to Come. Thames & Hudson: London.  Stuart, H. (1999). Towards a definitive model of the corporate identity management process, Corporate Communications: An International Journal 4(4): 200-207. Van Riel, C.B.M. & Fombrun C. J. (2007). Essentials of Corporate Communication: Implementing Practices for Effective Reputation Management. Routledge: London. Van Riel, B.M. & Balmer, J. M.T. (1997). Corporate identity : the concept, its measurement and management. European Journal of Marketing 31(5/6) : 55-342. Vollmer, C. & Precourt, G. (2008). Always On : Advertising, Marketing, and Media in an Era of Consumer Control. McGraw Hill : USA. Zarrella, D. (2010). The Social media Marketing Book, O’Reilly Media: Canada.   https://jbrmr.com/cdn/article_file/2020-04-28-16-32-22-PM.pdf Kamel Gharbi Amina al-Tamimi Bahrain real estate companies corporate identity corporate image communication managing corporate identity Social media. 569639 151 0

533 https://jbrmr.com/details&cid=533 2020-04-28 Customer relationship management is an essential activity for business because customer relationship becomes a critical concept between business and consumer behavior. The need for fashion is emerging as an essential human need, not only in developed countries but also in developing countries like Vietnam. The purpose of this study is to define the constructs related to the fashion designer, which will impact the customer’s purchase intention under the mediator of the customer relationship. The primary research methodology is a quantitative research method with the survey via a questionnaire. Through a survey of 567 consumers, the research has shown that fashion designer reputation belief, social media communication, and fashion store environment are the antecedents of the customer relationship. Moreover, customer relationship is the mediator of the above factors and the intention to purchase designed fashion product. 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534 https://jbrmr.com/details&cid=534 2020-04-28 As an emerging sector, the commercial cultivation of flowers is gaining popularity in Bangladesh and creating a new competition of high-quality flower production. This paper examines the price differences practiced by growers and other channel members of the industry which is affected by seasonal variation. Using the evidence collected from 220 respondents of growers and channel members like local traders, wholesalers and retailers, the study finds that the market price of flowers usually remains uncertain and unstable in Bangladesh, and it is mainly associated with its demand and supply in the market during different seasons. Higher price is observed for Rose, Tuberose, Gerbera, and Gladiolus in rainy season when the supply and wastage of perishable flowers fail to match the demand of those flowers. On the contrary lower price is observed in spring when the supply of flowers increases due to favorable weather for production. However, flower traders get more prices by selling Marigold in winter, the time which is suitable for cultivating and harvesting.  Nevertheless, they obtain lower price in summer. Moreover, they receive elevated price in winter for trading Jasmine and poorer in rainy season. This overall market price difference, in turn, affects the profit of the traders. In favorable weather, profits of flowers are found lower due to the additional supply of flowers compared to the demand whereas in adverse weather, extra cost of wastage or post-harvest loss makes the profit lesser again. This study aims to provide useful policy insights to the policy makers as well as researchers for reducing the seasonal effects on flower trading in Bangladesh. In this way this study will also help the government to realize the importance and develop ways of solving the effects of seasonal variation driven price disparity on fresh flower business. Balamurugan, L.K., Jyothi, T. and Samudhra Rajkumar, C. (2014). 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535 https://jbrmr.com/details&cid=535 2020-04-28 The key to acquire a favourable image and reputation is the management of an organisation’s identity. The study examined the effect of corporate social responsibility on organisations’ productivity, it also sought to ascertain the effect of corporate reputation on organisations’ growth, as well as assess the effect of product differentiation on strategic advantage. The study adopted the survey research design which was conducted through the administration of a structured questionnaire designed on a five-point Likert scale format for ten selected manufacturing firms in South East, Nigeria. The sample size of 563 was derived from the population of 9038 employees of junior and senior category of the manufacturing firms. Findings from the logistic regression revealed that corporate social responsibility positively affected organizations’ productivity; corporate reputation had a positive effect on organisations’ growth; and product differentiation positively affected strategic advantage. The study affirmed that corporate image management is an essential key for obtaining and maintaining public trust. And that manufacturing firms in Nigeria should carry out corporate social responsibility to gain public trust and better image, which in the long run will increase patronage and profitability. Ade, O. (2012). Strategic Agility and Competitive Performance in Nigerian Telecommunication Industry: An Empirical Investigation, American International Journal of Contemporary Research, 2(3) 227 – 238. Assadourian, E. (2006). The State of Corporate Responsibility and the Environment. International Environmental Law Review, 18 (4) 7. Balmer, J. M. T. & Gray, E. R. 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536 https://jbrmr.com/details&cid=536 2020-04-28 Identifying factors that influence customer's e-loyalty is paramount for commercial banks to develop successful marketing strategies to form a broad base of customers that practice online transaction.  So, this study aimed to investigate the impact of Electronic Customer Relationship Management (E-CRM) dimensions (customization strategy, electronic communication channels) on Electronic loyalty of customers through electronic banking satisfaction as a mediator Variable in Egyptian commercial banks. A quantitative approach was followed using questionnaire, the sample consisted of 370 customers practicing online transaction. Data were collected from a convenience sample; a questionnaire was pretested using confirmatory factor analysis to assess the measurement model. Structural equation modeling was performed to examine the relation between latent variables. The study concluded: that the changing customer dynamic in Egyptian commercial banks is being driven by the move away from physical bank branches a phenomenon drive by the need to reduce costs, a significant correlation between the of E-CRM and intention to repeat electronic transactions and providing positive words of mouth, thus achieving electronic loyalty, and the electronic banking satisfaction is not a mediator in influencing the relationship between E-CRM dimensions and providing positive Words of mouth and intention to Repeat electronic transactions. So, managers will likely increase E- loyalty of customers by improving contact with customers and balancing their needs and Services customization to them, predisposing positively customer’s attitudes towards the banks.  Anderson, J. and Gerbing, W. (1988), “Structural equation modeling in practice: a review and Recommended two stage approach”, Psychological Bulletin, Vol. 27, No.1, pp. 5-24. Arbuckle, J. (2013), Amos 22. 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537 https://jbrmr.com/details&cid=537 2020-04-28 This study has examined the development of multi-channel marketing strategies and solutions that are intended for emerging or developing markets. The specific focus of the research has been on these multi-channel marketing strategies in support of low-cost consumer product goods or CPGs meant for developing economies. Consequently, the research objectives of this research study were to determine the optimum approach to multi-channel marketing strategies for CPG firms entering developing markets. Additionally, the study also worked to analyze the effect of multi-channel marketing solutions and they might affect the composition of the supporting distribution channel for CPGs in developing markets. The illustrative market that has been relied upon for this study is Jordan. Jordan is a developing economy in the Middle East that has significant room for positive growth both economically as well as socio-culturally because of its location next to major areas of conflict. For Jordan, the expectation is that the multi-channel marketing strategy for a CPG retailer entering the market is going to focus on on-ground, traditional marketing channels with an emphasis on print and television while online marketing channels will be included but not yet fully developed. Ailawadi, K. L., and Farris, P. W. (2017). Managing multi-and omni-channel distribution: metrics and research directions. Journal of retailing, 93(1), pp. 120-135. Andaleeb, S. S. (2016). Market segmentation, targeting, and positioning. In Strategic marketing management in Asia: case studies and lessons across industries (pp. 179-207). Emerald Group Publishing Limited. Archibald, M. M. (2016). Investigator triangulation: A collaborative strategy with potential for mixed methods research. 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538 https://jbrmr.com/details&cid=538 2020-04-29 The purpose of this research was to determine which attitudes predict the propensity of individual consumers in the United States to purchase fair trade products. In doing so, drivers of fair-trade growth and implications for marketing strategy were identified. Previous research regarding attitudes that predict fair trade consumption had been conducted primarily in Europe. In contrast, few attitudinal studies utilizing a probability sample had been conducted within the context of the United States. This effort replicated a study previously conducted in Belgium in 2007 by De Pelsmacker and Janssens utilizing their model for fair trade buying behavior, which found a connection between positive attitudes and level of fair trade knowledge, perception of fair trade information quality, degree of product interest, degree of product likeability, and price perception. Similar empirical studies conducted in the United States have been limited (particularly those involving a probability sample), providing marketers with little understanding of the American fair-trade consumer (Pharr, 2011). In addition, few studies have been replicated in multiple markets, limiting an understanding of the global fair-trade consumer. Using an online survey facilitated by a panel provider, data was collected from consumers in the United States ages 18 and older. Structural equation modeling was employed to examine attitudes and their relationship to fair trade purchase levels. Results indicated that knowledge of fair trade, skepticism, information quality, and product likeability are important attitudes when considering fair trade buying behavior of consumers in the United States. Knowledge levels of fair trade and information about fair trade that is of high quality had a direct impact on fair trade buying behavior. 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539 https://jbrmr.com/details&cid=539 2020-04-29 SMEs are the core engine of most economies around the world. Empowering SMEs with the right tools, especially those tools utilized to formulate business models would help the ventures to thrive more successfully. This study aims to provide such business development support tools to the food sectors SMEs of the GCC. This paper presents the results of an on-going research, part of which is investigating the factors influencing business development decision making, among SMEs operating in the food industry of the Gulf Cooperation Council (GCC). To that end, the paper conducts an extensive literature review on the topic, which is followed by an industrial field study, and analysis of the data obtained. The field study involved 36 companies within the food industry of the GCC region.  The findings from this study show that the SMEs in the food industry in the GCC region will need to have an effective business model in order to successfully run or grow their businesses. The initial result of this research shows that the business model canvas is the most suitable for SMEs in the GCC food sector. Furthermore, from the field study, a total of eleven influential factors have been identified, and these factors influence the approach to the business development process and the eventual success of such business development activities.  Finally, from the eleven factors, three themes were established. These themes showed the relationship between the influential factors and the BMC; the themes were the value proposition design, customer segmentation and business planning.  In conclusion, it was identified that the major challenge the food SMEs face is that of establishing a product-market fit in the development of their products and services. Product market fit as a challenge in the GCC is associated with the rapid geopolitical and social changes being experienced in the region. Hence, leading to changes in the demand and delivery of food products. Product market fit challenge is also linked to the fundamental weakness of the BMC identified in the study. Therefore, further research is required to see how the BMC can be enhanced, to make it more effective to the specific needs and structure of the GCC market environment. To do this will require to capture and incorporate the knowledge from this study and those from successful food SMEs into a single enhanced BMC. Aarntzen, R. (2016). 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