Using Digital Asset Management as a Strategic Tool for Consistent Branding: Implications and Possibilities

P. Raj Devasagayam; Matthew Gonnering

doi:10.65301/dias.2009.6.1.367

Articles 11th Edition of DTR Apr – Sep 2009

DOI 10.65301/dias.2009.6.1.367

Using Digital Asset Management as a Strategic Tool for Consistent Branding: Implications and Possibilities

Authors

92 Views

139 Downloads

Published 2009-04-30

Pages 35-40

Abstract

In a m arketing clim ate that dem ands brand differentiation as a sustainable com petitive advantage, brand managers
are held responsible to drive the top line in firm s. Branding that relies on sources outside the m arketing organizatio
often suffers from poor execution, confused personality, an d fragm en ted m essage content that ultimately lead to erosion
in brand equity. This research suggests Digital Asset M anagem ent strategies that yield the control o f a brand
m anagem ent back in the hands o f the m arketing m anager responsible to drive profitability through integrated
m arketing com m unications. This p ap er discusses the availability o f digital asset m anagem ent tools, their implications
fo r marketing, the benefits offered by such strategies, an d points to potential research avenues in the area.

Keywords

Branding Strategies IMC Digital Asset Management

References

Anderson, James C., and David W. Gerbing (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103, 3 (May), 411–423.
Angle, H.L., Lawson, M.B. (1994). Organisational Commitment and Employees Performance Ratings: Both Types of Commitment and Performance Count. Psychological Reports, Vol. 75 pp. 1539–51.
Argote, L. (1999). Organizational Learning: Creating, Retaining, Transferring Knowledge, Kluwer Academic, Boston, MA.
Bauer, T. N. & Green, S. G. (1998). Testing the Combined Effects of Newcomer Information Seeking and Manager Behavior on Socialization. Journal of Applied Psychology, 83(1), 72–84.
Behrman, D. and Perreault, W.D. (1982). Measuring the Performance of Industrial Salespersons. Journal of Business Research, 10, 355–370.
Butler, E.S., Aasheim, C. & Williams, S. (2007). Does Telecommuting Improve Productivity? Communications of the ACM, 50 (4), 101–103.
Connaughton, S. L., & Daly, J. A. (2004). Identification with Leader: A Comparison of Perceptions of Identification Among Geographically Dispersed and Co-located Teams. Corporate Communications: An International Journal, 9(2), 89–103.
Cooper, C. D. & Kurland, N. B. (2002). Telecommuting, Professional Isolation, and Employee Development in Public and Private Organizations. Journal of Organizational Behavior, 23, 511–532.
Dasgupta, S., Sarkis, J. & Talluri, S. (1999). Influence of Information Technology Investment On Firm Productivity: A Cross-sectional Study, Logistics Information Management, 12 (1/2), 120–129.
Diamantopoulos, Adamantios, and Judy A. Siguaw (2000), Introducing LISREL, Thousand Oaks, CA: Sage.
Feldman, D. C. & Gainey, T. W. (1997). Patterns of Telecommuting and Their Consequences: Framing the Research Agenda. Human Resource Management Review, 7(4), 369–388.
Fishbein, M. (1967). Attitudes and the Prediction of Behavior, in Fishbein, M. (Ed.), Readings in Attitudes Theory and Measurement, Wiley, New York, NY, 477–92.
Gainey, T. W., Kelley, D. E. & Hill, J. A. (1999). Telecommuting's Impact of Corporate Culture and Individual Workers: Examining the Effect of Employee Isolation. SAM Advanced Management Journal, 64(4), 1–4.
Goris, J., Vaught, B., Pettit, J. (2000), Effects of Communication Direction on Job Performance and Satisfaction: A Moderated Regression Analysis, The Journal of Business Communication, Vol. 37 No.4, pp. 348–68.
Harpaz, I. (2002). Advantages and Disadvantages of Telecommuting for the Individual, Organization and Society. Work Study, 51(2/3), 74–80.
Hart, Z. P., Miller, V. D. & Johnson, J. R. (2003). Socialization, Resocialization, and Communication Relationships in the Context of an Organizational Change. Communication Studies, 54(4), 483–496.
Jaramillo, E., Nixon, R. & Sams, D. (2005). The Effect of Law Enforcement Stress on Organizational Commitment. Policing: An International Journal of Police Strategies and Management, 28(2), 321–337.
Kalleberg, A., Marsden, P. (1995), Organisational Commitment and Job Performance in the US Labour Force, Research in the Sociology of Work, Vol. 5 pp. 235–57.
Kurland, N. B., & Cooper, C. D. (2002). Manager Control and Employee Isolation in Telecommuting Environments. Journal of High Technology Management Research, 13(1), 107–126.
Low, G.S., Cravens, D.W., Grant, K. & Moncrief, W.C. (2001). Antecedents and Consequences of Salespersons Burnout. European Journal of Marketing, 35(5/6), 587–611.
Loy, S.L., Brown, S., and Butler, E.S. (2003). Telecommuting at Kentucky American Water Company. Journal of the International Academy for Case Studies 9, 5, 53–60.
Mann, S., Varey, R. & Button, W. (2000). An exploration of the Emotional Impact of Tele-working via Computer-Mediated Communication. Journal of Managerial Psychology, 15(7), 668–686.
Mason, C. M., Chang, A. C. F., & Griffin, M. A. (2005). Strategic Use of Employee Opinion Surveys: Using A Quasi-Linkage Approach to Model the Drivers of Organisational Effectiveness. Australian Journal of Management, 30(1), 127–143.
McQuitty, Shaun (2004), Statistical Power and Structural Equation Models in Business Research, Journal of Business Research, 57, 2 (February), 175–183.
Mowday, R.T. & Steers, R.M. (1979). The Measurement of Organizational Commitment, Journal of Vocational Behavior, 14, 224–247.
Mowday, R.T., Porter, L.W., Steers, R.M. (1982), Employee-Organization Linkages: The Psychology of Commitment, Absenteeism, and Turnover, Academic Press, New York, NY.
Pateman, C. Participation and Democratic Theory, Cambridge University Press, Cambridge, 1970.
Schermerhorn, R., Hunt, J., Osborn, R. (2001). Organisational Behavior, 7th ed., Wiley, New York, NY.
Smith, P., Kendall, L., Hulin, C. (1969). The Measurement of Satisfaction in the Work and Retirement, Rand McNally, Chicago, IL.
Somers, M., Birnbaum, D. (1998). Assessing Self-Appraisal of Job Performance as an Evaluation Device: Are the Poor Results a Function of Method or Methodology? Human Relations, Vol. 44 No.10, pp. F08.1–91.
Upton, D.M. & Kim, B. (1999). The Alternative Methods of Learning and Process Improvement in Manufacturing, Journal of Operations Management, 16, 1–20.
Vega, G., & Brennan, L. (2000). Isolation and Technology: The Human Disconnect. Journal of Organizational Change Management, 13(5), 468–481.
Ward, N. & Shabha, G. (2001). Teleworking: An Assessment of Socio-Psychological Factors. Facilities, 19(1/2), 61–70.
Weiss, D.J., Davis, R.V., England, G.W., Lofquist, L.H. (1967). Minnesota studies in Vocational Rehabilitation, Manual for the Minnesota Satisfaction Questionnaire, University of Minnesota Industrial Relations Center, Minneapolis, Vol. 22.
White, M.M., Parks, J.M., Gallagher, D.G. (1995). Validity for the Organizational Commitment Questionnaire in the Japanese Corporate Culture. Educational and Psychological Measurement, Vol. 55 No.2, 278–90.
Wiesenfeld, B. M., Raghuram, S. & Garud, R. (2001). Organizational Identification among Virtual Workers: The Role of Need for Affiliation and Perceived Work-Based Social Support. Journal of Management, 27(2), 213–230.

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P. Raj Devasagayam, Matthew Gonnering . (2009). Using Digital Asset Management as a Strategic Tool for Consistent Branding: Implications and Possibilities. DIAS Technology Review, 6(1), 35-40.

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[1] Anderson, James C., and David W. Gerbing (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103, 3 (May), 411–423.

[2] Angle, H.L., Lawson, M.B. (1994). Organisational Commitment and Employees Performance Ratings: Both Types of Commitment and Performance Count. Psychological Reports, Vol. 75 pp. 1539–51.

[3] Argote, L. (1999). Organizational Learning: Creating, Retaining, Transferring Knowledge, Kluwer Academic, Boston, MA.

[4] Bauer, T. N. & Green, S. G. (1998). Testing the Combined Effects of Newcomer Information Seeking and Manager Behavior on Socialization. Journal of Applied Psychology, 83(1), 72–84.

[5] Behrman, D. and Perreault, W.D. (1982). Measuring the Performance of Industrial Salespersons. Journal of Business Research, 10, 355–370.

[6] Butler, E.S., Aasheim, C. & Williams, S. (2007). Does Telecommuting Improve Productivity? Communications of the ACM, 50 (4), 101–103.

[7] Connaughton, S. L., & Daly, J. A. (2004). Identification with Leader: A Comparison of Perceptions of Identification Among Geographically Dispersed and Co-located Teams. Corporate Communications: An International Journal, 9(2), 89–103.

[8] Cooper, C. D. & Kurland, N. B. (2002). Telecommuting, Professional Isolation, and Employee Development in Public and Private Organizations. Journal of Organizational Behavior, 23, 511–532.

[9] Dasgupta, S., Sarkis, J. & Talluri, S. (1999). Influence of Information Technology Investment On Firm Productivity: A Cross-sectional Study, Logistics Information Management, 12 (1/2), 120–129.

[10] Diamantopoulos, Adamantios, and Judy A. Siguaw (2000), Introducing LISREL, Thousand Oaks, CA: Sage.

[11] Feldman, D. C. & Gainey, T. W. (1997). Patterns of Telecommuting and Their Consequences: Framing the Research Agenda. Human Resource Management Review, 7(4), 369–388.

[12] Fishbein, M. (1967). Attitudes and the Prediction of Behavior, in Fishbein, M. (Ed.), Readings in Attitudes Theory and Measurement, Wiley, New York, NY, 477–92.

[13] Gainey, T. W., Kelley, D. E. & Hill, J. A. (1999). Telecommuting's Impact of Corporate Culture and Individual Workers: Examining the Effect of Employee Isolation. SAM Advanced Management Journal, 64(4), 1–4.

[14] Goris, J., Vaught, B., Pettit, J. (2000), Effects of Communication Direction on Job Performance and Satisfaction: A Moderated Regression Analysis, The Journal of Business Communication, Vol. 37 No.4, pp. 348–68.

[15] Harpaz, I. (2002). Advantages and Disadvantages of Telecommuting for the Individual, Organization and Society. Work Study, 51(2/3), 74–80.

[16] Hart, Z. P., Miller, V. D. & Johnson, J. R. (2003). Socialization, Resocialization, and Communication Relationships in the Context of an Organizational Change. Communication Studies, 54(4), 483–496.

[17] Jaramillo, E., Nixon, R. & Sams, D. (2005). The Effect of Law Enforcement Stress on Organizational Commitment. Policing: An International Journal of Police Strategies and Management, 28(2), 321–337.

[18] Kalleberg, A., Marsden, P. (1995), Organisational Commitment and Job Performance in the US Labour Force, Research in the Sociology of Work, Vol. 5 pp. 235–57.

[19] Kurland, N. B., & Cooper, C. D. (2002). Manager Control and Employee Isolation in Telecommuting Environments. Journal of High Technology Management Research, 13(1), 107–126.

[20] Low, G.S., Cravens, D.W., Grant, K. & Moncrief, W.C. (2001). Antecedents and Consequences of Salespersons Burnout. European Journal of Marketing, 35(5/6), 587–611.

[21] Loy, S.L., Brown, S., and Butler, E.S. (2003). Telecommuting at Kentucky American Water Company. Journal of the International Academy for Case Studies 9, 5, 53–60.

[22] Mann, S., Varey, R. & Button, W. (2000). An exploration of the Emotional Impact of Tele-working via Computer-Mediated Communication. Journal of Managerial Psychology, 15(7), 668–686.

[23] Mason, C. M., Chang, A. C. F., & Griffin, M. A. (2005). Strategic Use of Employee Opinion Surveys: Using A Quasi-Linkage Approach to Model the Drivers of Organisational Effectiveness. Australian Journal of Management, 30(1), 127–143.

[24] McQuitty, Shaun (2004), Statistical Power and Structural Equation Models in Business Research, Journal of Business Research, 57, 2 (February), 175–183.

[25] Mowday, R.T. & Steers, R.M. (1979). The Measurement of Organizational Commitment, Journal of Vocational Behavior, 14, 224–247.

[26] Mowday, R.T., Porter, L.W., Steers, R.M. (1982), Employee-Organization Linkages: The Psychology of Commitment, Absenteeism, and Turnover, Academic Press, New York, NY.

[27] Pateman, C. Participation and Democratic Theory, Cambridge University Press, Cambridge, 1970.

[28] Schermerhorn, R., Hunt, J., Osborn, R. (2001). Organisational Behavior, 7th ed., Wiley, New York, NY.

[29] Smith, P., Kendall, L., Hulin, C. (1969). The Measurement of Satisfaction in the Work and Retirement, Rand McNally, Chicago, IL.

[30] Somers, M., Birnbaum, D. (1998). Assessing Self-Appraisal of Job Performance as an Evaluation Device: Are the Poor Results a Function of Method or Methodology? Human Relations, Vol. 44 No.10, pp. F08.1–91.

[31] Upton, D.M. & Kim, B. (1999). The Alternative Methods of Learning and Process Improvement in Manufacturing, Journal of Operations Management, 16, 1–20.

[32] Vega, G., & Brennan, L. (2000). Isolation and Technology: The Human Disconnect. Journal of Organizational Change Management, 13(5), 468–481.

[33] Ward, N. & Shabha, G. (2001). Teleworking: An Assessment of Socio-Psychological Factors. Facilities, 19(1/2), 61–70.

[34] Weiss, D.J., Davis, R.V., England, G.W., Lofquist, L.H. (1967). Minnesota studies in Vocational Rehabilitation, Manual for the Minnesota Satisfaction Questionnaire, University of Minnesota Industrial Relations Center, Minneapolis, Vol. 22.

[35] White, M.M., Parks, J.M., Gallagher, D.G. (1995). Validity for the Organizational Commitment Questionnaire in the Japanese Corporate Culture. Educational and Psychological Measurement, Vol. 55 No.2, 278–90.

[36] Wiesenfeld, B. M., Raghuram, S. & Garud, R. (2001). Organizational Identification among Virtual Workers: The Role of Need for Affiliation and Perceived Work-Based Social Support. Journal of Management, 27(2), 213–230.