umu.sePublications
Change search
Link to record
Permanent link

Direct link
BETA
Hultén, Peter
Alternative names
Publications (10 of 29) Show all publications
Biedenbach, G., Hultén, P. & Tarnovskaya, V. (2019). B2B brand equity: investigating the effects of human capital and relational trust. Journal of business & industrial marketing, 34(1), 1-11
Open this publication in new window or tab >>B2B brand equity: investigating the effects of human capital and relational trust
2019 (English)In: Journal of business & industrial marketing, ISSN 0885-8624, E-ISSN 2052-1189, Vol. 34, no 1, p. 1-11Article in journal (Refereed) Published
Abstract [en]

Purpose: The purpose of this study is to investigate the effects of human capital and relational trust on business-to-business (B2B) brand equity.

Design/methodology/approach: Data collection was conducted among the clients of one of the Big Four auditing firms in Sweden. Structural equation modeling was used to test the hypothesized effects.

Findings: The results demonstrate positive effects of human capital and relational trust on the core dimensions of brand equity. In the context of the professional services, human capital was found to have a stronger direct impact than relational trust on brand associations, perceived quality and brand loyalty.

Practical implications: The study provides practical recommendations for marketing managers on how to consider the nature of B2B brand equity and its determinants in developing successful branding strategies. The findings indicate that although relational trust has a positive impact on brand equity, it draws on the clients’ positive perceptions of the service providers’ human capital. Thus, investments that generate positive perceptions of a service provider’s human capital will strengthen its competitive position. Leading to the creation of relational trust and having a strong impact on the dimensions of brand equity, human capital is a strategic asset that needs careful management.

Originality/value: The study advances extant knowledge on B2B brand equity by examining contextual conditions and factors that are critical for building strong brands in industrial markets. The study demonstrates that clients’ perceptions about the knowledge, skills and abilities of service providers are more important than relational trust for enhancing B2B brand equity.

Keywords
Human capital, Brand equity, Relational trust, B2B, Professional services
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-157089 (URN)10.1108/JBIM-01-2018-0003 (DOI)000461721700001 ()
Available from: 2019-03-08 Created: 2019-03-08 Last updated: 2019-04-18Bibliographically approved
Leijerholt, U., Biedenbach, G. & Hultén, P. (2019). Branding in the public sector: a systematic literature review and directions for future research. Journal of Brand Management, 26(2), 126-140
Open this publication in new window or tab >>Branding in the public sector: a systematic literature review and directions for future research
2019 (English)In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 26, no 2, p. 126-140Article, review/survey (Refereed) Published
Abstract [en]

The increased interest of public organizations in using corporate branding principles creates a need to understand how to implement such principles effectively. Although previous research investigates challenges related to branding in this context, the findings provide contradictory evidence and opposing recommendations. The purpose of this study is to conduct a systematic review of literature on branding in the public sector and to explore directions for future research. The results demonstrate that owing to the distinct differences between the private and public sectors, there is a need to adapt branding principles to meet the sector-specific challenges faced by public organizations. However, the extent of the required changes needs further research. This literature review presents a number of potential directions for future studies, which focus on diverse topics related to the internal and external aspects that are crucial to the successful branding of public organizations.

Place, publisher, year, edition, pages
Palgrave Macmillan, 2019
Keywords
literature review, corporate branding, public organization, public sector, stakeholders, public sector branding
National Category
Business Administration
Research subject
marketing
Identifiers
urn:nbn:se:umu:diva-156848 (URN)10.1057/s41262-018-0116-2 (DOI)2-s2.0-85046632494 (Scopus ID)
Available from: 2019-03-01 Created: 2019-03-01 Last updated: 2019-03-07Bibliographically approved
Biedenbach, G., Biedenbach, T., Hultén, P. & Tarnovskaya, V. (2018). Internal brand citizenship in omni-channel retailing: Investigating the impact of self-service technologies. In: Proceedings, 13th Global Brand Conference of Academy of Marketing - Brand, Identity and Corporate Reputation SIG.: . Paper presented at 13th Global Brand Conference of Academy of Marketing - Brand, Identity and Corporate Reputation SIG, Northumbria University, Newcastle, UK, May 2-4..
Open this publication in new window or tab >>Internal brand citizenship in omni-channel retailing: Investigating the impact of self-service technologies
2018 (English)In: Proceedings, 13th Global Brand Conference of Academy of Marketing - Brand, Identity and Corporate Reputation SIG., 2018Conference paper, Published paper (Refereed)
Abstract [en]

The main purpose of this study is to investigate the impact of internal branding and self-service technologies on work meaningfulness and internal brand commitment in the context of omni-channel retailing. The findings confirm significant positive effects between the factors of internal brand citizenship.The study demonstrates significant effects of employees’ perceptions about self-service technologies and customers on work meaningfulness and internal brand commitment. The study advances the current state of knowledge on internal branding and retailing by investigating the effects of technological innovations on internal brand citizenship. The study contributes to managerial practice by providing practical recommendations on how companies can effectively use self-service technologies to enhance employees’ work meaningfulness and internal brand commitment, as well as to increase the value of the corporate brand and employer attractiveness.

Keywords
brand citizenship, internal branding, internal brand commitment, work meaningfulness, retailing, omni-channel, self-service technologies.
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-148904 (URN)
Conference
13th Global Brand Conference of Academy of Marketing - Brand, Identity and Corporate Reputation SIG, Northumbria University, Newcastle, UK, May 2-4.
Available from: 2018-06-12 Created: 2018-06-12 Last updated: 2018-06-12
Biedenbach, G., Hultén, P. & Tarnovskaya, V. (2017). Dynamic nature of B2B brand equity: Investigating the mediating effects of brand relationships. In: Proceedings, 12th Global Brand Conference of Academy of Marketing - Brand, Identity and Corporate Reputation SIG.: . Paper presented at 12th Global Brand Conference of Academy of Marketing - Brand, Identity and Corporate Reputation SIG, Linnaeus University, Kalmar, Sweden, April 26-28..
Open this publication in new window or tab >>Dynamic nature of B2B brand equity: Investigating the mediating effects of brand relationships
2017 (English)In: Proceedings, 12th Global Brand Conference of Academy of Marketing - Brand, Identity and Corporate Reputation SIG., 2017Conference paper, Published paper (Refereed)
Abstract [en]

The main purpose of this study is to investigate the mediating effects of brand relationships in the dynamic process of B2B brand equity development. The study considers the mediating effects of relational factors and their significance for enhancing brand equity in industrial settings. The findings of this study confirm the importance of brand relationships established between service providers and their clients in the B2B context. More specifically, the study demonstrates the significant mediating effects of customer perceptions about human capital and established relational trust on B2B brand equity. The existence of significant effects between the dimensions of brand equity, human capital, and relational trust confirms the relevance of considering these factors in the dynamic process of brand equity development.

Keywords
brand equity, business-to-business, human capital, relational trust, professional services
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-135998 (URN)978-91-88357-69-4 (ISBN)
Conference
12th Global Brand Conference of Academy of Marketing - Brand, Identity and Corporate Reputation SIG, Linnaeus University, Kalmar, Sweden, April 26-28.
Available from: 2017-06-12 Created: 2017-06-12 Last updated: 2018-06-09
Lindberg, E., Bohman, H., Hulten, P. & Wilson, T. (2017). Enhancing students' entrepreneurial mindset: a Swedish experience. Education + Training, 59(7-8), 768-779
Open this publication in new window or tab >>Enhancing students' entrepreneurial mindset: a Swedish experience
2017 (English)In: Education + Training, ISSN 0040-0912, E-ISSN 1758-6127, Vol. 59, no 7-8, p. 768-779Article in journal (Refereed) Published
Abstract [en]

Purpose – The purpose of this paper is to report on the test of a pedagogical intervention to enhance students' entrepreneurial mindset on a university course.

Design/methodology/approach – The course where the authors tested the new course design is a mandatory one in the business school’s undergraduate business program. Pre- and post-evaluations of the students’ opportunity recognition (OR) and individual entrepreneurial orientation (IEO) were carried out to measure the effects of an intervention aimed at enhancing these capabilities.

Findings – The results from paired-samples t-tests indicate significant positive changes (enhancements) of the students’ OR and IEO. The positive effects of the intervention methods are accounted for as evidence of the benefits of applying pedagogical methods that fit the learning style of young adults.

Practical implications – The findings suggest that students’ mindsets can be positively affected by an intervention tailored to enhance their OR and IEO capabilities. The findings have implications for curriculum development because the strengthening of these capabilities is a precondition for further development of the participants’ innovative and creative thinking, as well as their entrepreneurial orientation.  Since innovative and entrepreneurial activities have a positive impact on economies worldwide, the authors encourage the adaption of the intervention methods applied in this study in other settings.

Originality/value – This paper reports the results of a pedagogical intervention aimed at enhancing students’ entrepreneurial mindset. The findings from the study demonstrate that the applied intervention method supports the development of functional skills, which complement the conceptual knowledge gained from other courses in the undergraduate program.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2017
Keywords
Self-directed learning, Curriculum development, Entrepreneurial mindset, Business opportunity
National Category
Learning Pedagogy
Research subject
Business Studies
Identifiers
urn:nbn:se:umu:diva-138653 (URN)10.1108/ET-09-2016-0140 (DOI)000406795200009 ()
Available from: 2017-08-26 Created: 2017-08-26 Last updated: 2018-06-09Bibliographically approved
Lindberg, E., Bohman, H. & Hulten, P. (2017). Methods to enhance students' entrepreneurial mindset: a Swedish example. European Journal of Training and Development, 41(5), 450-466
Open this publication in new window or tab >>Methods to enhance students' entrepreneurial mindset: a Swedish example
2017 (English)In: European Journal of Training and Development, ISSN 2046-9012, E-ISSN 2046-9020, Vol. 41, no 5, p. 450-466Article in journal (Refereed) Published
Abstract [en]

Purpose - The purpose of this study is to examine the effects of intervention methods in an entrepreneurship education (EE) course that was designed to enhance the students' entrepreneurial mindset by targeting their opportunity identification, creativity and risk management capabilities (RMC). Design/methodology/approach - The authors formulate hypotheses on enhancement of opportunity identification, creativity and RMC, and they test them using data collected from pre- and post-tests of three courses: one treatment course group and two control course groups. Findings - The pretests and posttests of the treatment course demonstrate that the applied intervention methods have a positive impact on how the participants perceive their opportunity identification and creative capabilities. The participants in the control groups, which used a traditional course design, reported no such effects. Combined, the authors' findings suggest that the new intervention methods positively affected the participants' entrepreneurial mindset. Originality/value - This study contributes to extant EE literature by examining the question of how certain pedagogical intervention methods enhance the participants' self-efficacy with regard to possessing opportunity identification, creativity and RMC. The findings reported in this paper have implications for EE scholars, program evaluators and managers who seek methods to enhance the entrepreneurial mindset of people in their organizations.

Place, publisher, year, edition, pages
EMERALD GROUP PUBLISHING LTD, 2017
Keywords
Entrepreneurship education, Opportunity recognition, Risk management, Creativity, Entrepreneurial mindset, Intervention methods
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-141148 (URN)10.1108/EJTD-10-2016-0078 (DOI)000406743500003 ()
Available from: 2017-10-26 Created: 2017-10-26 Last updated: 2018-06-09Bibliographically approved
Barron, A., Hultén, P. & Vanyushyn, V. (2016). The Role of Political Intelligence in Firms' Export Decisions During the Euro Crisis. Journal of small business management (Print), 54(4), 1126-1146
Open this publication in new window or tab >>The Role of Political Intelligence in Firms' Export Decisions During the Euro Crisis
2016 (English)In: Journal of small business management (Print), ISSN 0047-2778, E-ISSN 1540-627X, Vol. 54, no 4, p. 1126-1146Article in journal (Refereed) Published
Abstract [en]

Inspired by the literatures on internationalization and absorptive capacity, we develop a model exploring how small firms—during crises—acquire and apply political information to export decisions. We test our model using data collected during the 2012 Eurozone crisis from a sample of 440 British, French, and Swedish SMEs. Findings indicate that firms dependent on the Eurozone for exports and heavily impacted by the crisis engaged in frequent political monitoring. In turn, frequent monitoring leads to the development of formal routines for exploiting political information. Firms with the most formal routines sought new export opportunities beyond the Eurozone. In contrast to previous research into small-firm internationalization, our study stresses the significance of "shortcut" searching activities, non-market information, and firms' decisions to reduce prior investments in export markets.

Place, publisher, year, edition, pages
Wiley-Blackwell, 2016
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-88714 (URN)10.1111/jsbm.12238 (DOI)000384734400006 ()
Available from: 2014-05-13 Created: 2014-05-13 Last updated: 2018-06-07Bibliographically approved
Barron, A., Hultén, P. & Vanyushyn, V. (2015). Country-of-origin effects on managers’ environmental scanning behaviours: Evidence from the political crisis in the Eurozone. Environment and Planning. C, Government and Policy, 33(3), 601-619
Open this publication in new window or tab >>Country-of-origin effects on managers’ environmental scanning behaviours: Evidence from the political crisis in the Eurozone
2015 (English)In: Environment and Planning. C, Government and Policy, ISSN 0263-774X, E-ISSN 1472-3425, Vol. 33, no 3, p. 601-619Article in journal (Refereed) Published
Abstract [en]

Using original survey data, we investigate how British, French and Swedish managers scanned their political environments during the crisis in the Eurozone. We expose instances when country of origin has a significant effect on scanning practices: British managers claimed to possess the most developed political scanning capabilities, making the most frequent use of government information sources. British and Swedish managers used business associations as intelligence sources more frequently than their French counterparts. We also found that exposure to the Euro crisis significantly affected scanning behaviours: irrespective of country of origin, managers strongly exposed to the crisis considered it strategically important to scan political events during the crisis, developed formal scanning routines, and reported frequent use of both governments and business associations as sources of political information. Combined, our findings contribute to county-specific research into executives’ environmental scanning practices by suggesting a universal mind-set of environmental scanning during times of crisis.

Keywords
environmental scanning, political environments, convergence, divergence, Eurozone crisis
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-79750 (URN)10.1068/c13176b (DOI)000359361300010 ()
Available from: 2013-08-30 Created: 2013-08-30 Last updated: 2018-06-08Bibliographically approved
Barron, A. & Hultén, P. (2014). Exploring corporate lobbyists' perception of prospective coalition partners in Brussels. Environment and Planning. C, Government and Policy, 32(6), 963-981
Open this publication in new window or tab >>Exploring corporate lobbyists' perception of prospective coalition partners in Brussels
2014 (English)In: Environment and Planning. C, Government and Policy, ISSN 0263-774X, E-ISSN 1472-3425, Vol. 32, no 6, p. 963-981Article in journal (Refereed) Published
Abstract [en]

Using original data from a survey conducted in 2012, we apply theoretical insights from the literature on strategic alliances to explore Brussels-based corporate lobbyists’ perceptions of prospective political partners. We find these perceptions to be driven primarily by strategic considerations. We also uncover instances where the size and nationality of respondents’ firms influence their partner evaluations. Surprisingly, we find little evidence that respondents’ assessments of lobbying partners are shaped by EU institutional arrangements. Whilst extant literature suggests information and relationships are important preconditions for successful EU lobbying, we expose the specific circumstances when seeking access to these—and other political resources—that can influence corporate lobbyists’ perceptions of their partners. Combined, our findings respond to a concern that scholars of interest coalitions focus on why firms lobby in coalitions whilst overlooking how they select their lobbying partners.

Place, publisher, year, edition, pages
Pion Limited, 2014
Keywords
European Union, institutional theory, political alliances, resource-based view: European Union, lobbying, coalitions of interest, strategic management
National Category
Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:umu:diva-79948 (URN)10.1068/c12184b (DOI)000345827000004 ()
Available from: 2013-09-04 Created: 2013-09-04 Last updated: 2018-06-08Bibliographically approved
Hultén, P. & Vanyushyn, V. (2014). Promotion and shoppers’ impulse purchases: the example of clothes. Journal of Consumer Marketing, 31(2), 94-102
Open this publication in new window or tab >>Promotion and shoppers’ impulse purchases: the example of clothes
2014 (English)In: Journal of Consumer Marketing, ISSN 0736-3761, E-ISSN 2052-1200, Vol. 31, no 2, p. 94-102Article in journal (Refereed) Published
Abstract [en]

Purpose – This paper draws attention to the fact that impulse buying is common behavior among modern shoppers and that a consumer’s impulse purchases of items such as clothes may be a result of the retailers’ promotional activities. The purpose of this paper is therefore to investigate how promotion through channels such as direct-mail marketing, TV commercials and special in-store displays affect consumers’ impulse purchases of clothes.

Design/methodology/approach – Data for the testing of five hypotheses was collected by distributing a questionnaire to randomly selected households in North Western France and Northern Sweden. The data collection rendered 493 complete questionnaires, of which 332 were from France and 161 from Sweden. Seemingly unrelated regression (SUR) is the principal estimation technique.

Findings – The results suggest that shoppers with a positive attitude towards direct-mail marketing and TV commercials also respond positively to in-store promotion. Hence, there are interactive effects between the three promotional channels increase shoppers’ general impulse purchase tendency. Furthermore, the findings demonstrate that the frequency of exposure to in-store promotion has a significant effect on this tendency.

Originality/value – This paper contributes to extant knowledge on impulse buying behavior by examining the product-specific impulse tendency, which is defined as the degree to which consumers make impulse purchases of a particular product category.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2014
Keywords
Clothes, Impulse purchases, Promotion, Retailing, Shopping
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-81271 (URN)10.1108/JCM-06-2013-0603 (DOI)2-s2.0-84899637191 (Scopus ID)
Available from: 2013-10-06 Created: 2013-10-06 Last updated: 2018-06-08Bibliographically approved
Organisations

Search in DiVA

Show all publications