Relative effectiveness of celebrity and product match-up for two high consumer involvement situations

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Danish Hussain ◽  
Arham Adnan ◽  
Maaz Hasan Khan
Keyword(s):  
Relative Effectiveness ◽  
Consumer Attitudes ◽  
Theoretical Implication ◽  
Consumer Involvement ◽  
High Involvement ◽  
Content Type ◽  
Image Match ◽  
Product Image ◽  
The Impact ◽  
Standard Learning

PurposeThe study attempted to gauge the relative effectiveness of celebrity and product image match-up in comparison to non-celebrity attractive endorsers for two distinct high involvement situations. Also, due to the expected demographic diversity among target consumers, the study aimed at assessing the impact of respondent's age and gender on the effectiveness of image match-up.Design/methodology/approachBuilding on the three-order hierarchy model, two experiments were conducted (utilising celebrity and non-celebrity endorsers) for two high involvement hierarchies, i.e. standard learning and dissonance/attribution. Through fictitious print advertisement, the experiments assessed the effectiveness of the match-up in terms of consumer attitudes towards advertisement and brand and intentions to purchase.FindingsThe match-up consistently and significantly outperformed non-celebrity attractive endorser in case of standard learning hierarchy. The same conclusion was not established for dissonance/attribution hierarchy due to the lack of significant results. The findings also suggest that the match-up subdues the impact of consumer's gender and age on consumer attitudes only in case of standard learning hierarchy.Research limitations/implicationsThe study provides interesting theoretical implication by challenging a widely held postulation about the applicability of celebrity and product match-up under high involvement.Practical implicationsThe research provides the practitioners with a better understanding of important issues, mainly, whether to use a celebrity endorser and selecting the right celebrity, especially if high involvement is expected.Originality/valuePrevious research concerning celebrity endorsements has largely considered consumer involvement as unitary, i.e. either high or low. However, the multifaceted aspect of consumer involvement is well established in the field of consumer psychology. The present research, therefore, is a pioneering attempt as it studies the effectiveness of match-up for two distinct high involvement situations. Moreover, unlike the majority of previous studies that have focused on the performance of “celebrity match” versus “celebrity mismatch”, the impact of match-up was studied in comparison to a non-celebrity attractive endorser.

The impact of involvement on engagement with brand posts

2019 ◽  
Vol 13 (3) ◽  
pp. 277-301
Author(s):  
Ana Margarida Barreto ◽  
Diogo Ramalho
Keyword(s):  
Social Media ◽  
Consumer Involvement ◽  
Future Research ◽  
High Involvement ◽  
Content Type ◽  
Level Of Involvement ◽  
Goods And Services ◽  
Business To Consumer ◽  
Post Hoc ◽  
The Impact

Purpose This paper aims to look at the effects of different levels of involvement (high and low) on social media (Facebook) users' engagement (likes, shares and comments) with different types and formats of brand content. Design/methodology/approach The authors analyzed user reactions to 1,156 Facebook posts from eight business-to-consumer brands (goods and services). Based on a post hoc test, four product/services were identified as belonging to the group of high-involvement and the other four as low involvement. Findings The data suggest that, when involvement is low, users in general engage more with brand posts regardless their format (text, image and post) or type (hedonic and informative), or even the interaction of both. Moreover, low involvement leads users prefer to comment on brand content, whereas higher involvement is associated with to sharing it. Exceptions were observed for images (both hedonic and informative) and for hedonic image and video in both low and high involvement users. Research limitations/implications The goal was not to measure users’ attention to each type of post. Moreover, the authors did not have access to information regarding which devices were used to access the online content and whether that aspect might have an impact on users’ reactions. Neither do they claim that engagement necessarily reflects positive reactions, as any content analysis of users’ reactions was beyond the scope of this project. Practical implications These findings are expected to help brand managers and social media strategists to better select content based on their marketing goals, as well as to provide a potential explanation for the success of campaigns. Originality/value As far as we are aware, no previous study has attempted to observe the mediated effect of consumer involvement on brand posts considering their type and format. We also believe that this is the first observation of how behavior differentiates according to the target audience’s level of involvement. This paper also proposes a convenient framework for categorizing social network sites content. Suggestions for future research are made at the end.

Overcoming resistance to product rebranding

2015 ◽  
Vol 24 (6) ◽  
pp. 621-632 ◽  
Author(s):  
Véronique Collange ◽  
Adrien Bonache
Keyword(s):  
Indirect Effect ◽  
Consumer Attitudes ◽  
Higher Order ◽  
Brand Name ◽  
Negative Effects ◽  
Marketing Practice ◽  
Content Type ◽  
Name Change ◽  
Marketing Managers ◽  
The Impact

Purpose – The purpose of this article is to understand how and why consumers resist or accept product rebranding. It seeks to identify and to quantify the drivers of attitudes toward this marketing practice to guide marketing managers in the execution of an effective changeover. Design/methodology/approach – The research is conducted in three stages. First, a qualitative study is run among 45 consumers to identify variables that might influence attitudes toward product rebranding. Second, a review of literature on the emotion of surprise is carried out to specify the relationships between the variables previously identified and to formulate hypotheses. Third, a quantitative study is conducted among 480 consumers to test the hypotheses and to quantify the impact of each variable. Findings – Surprise impacts attitudes toward product rebranding through a three-way process (automatic, higher-order cognitive, higher-order affective): a direct negative effect, an indirect effect mediated by incomprehension about the reasons for the change and an indirect effect mediated by the negative emotions generated by the change. Moreover, trust in firms diminishes the negative effects of anger, fear and sadness on attitudes toward product rebranding. Research limitations/implications – The research offers a better understanding of processes involved in the building of consumer attitudes toward brand name change. However, it only constitutes a first step in the attempt to understand the phenomena. Practical implications – This practice of brand name change is increasingly popular, but marketing managers are skeptical about the best way to implement it. The paper provides a better understanding of consumer reactions to product rebranding, so that marketing managers can make better decisions. It reveals guidance for successful brand name changes. Originality/value – This paper is the first to propose and to test a comprehensive model of the mental processes involved in the building of consumer attitudes toward product rebranding.

Impact of personality factors on purchase and adoption of consumer durables with advanced technology

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ullal Manohar Bhat ◽  
Dhananjay Bapat ◽  
Amit Mookerjee
Keyword(s):  
Personality Traits ◽  
Developing Economies ◽  
Advanced Technology ◽  
Personality Factors ◽  
Empirical Examination ◽  
Consumer Durables ◽  
High Involvement ◽  
Content Type ◽  
Buying Behaviour ◽  
The Impact

Purpose The purpose of this paper is to identify critical personality traits affecting and influencing buying behaviour in high involvement consumer durables. It also intends to guide practitioners in selecting appropriate marketing frameworks, consumer segments and processes considering the characteristics of consumer behaviour in developing economies. Design/methodology/approach It systematically reviews the literature on consumer personality traits, its measurement and related consumer buying behaviour. It uses data collected from potential car buyers at various car showrooms across the Indian subcontinent. The authors have worked with the online survey firm Qualtrics, to gather a data set of 328 car purchase intenders’ responses to their validated survey. The model was tested using the SmartPLS. Findings The personality traits of imagination, agreeableness and social factors positively influenced attitude towards automobiles with advanced technology. Further, in line with the theory of planned behaviour, it is seen that a positive attitude towards advanced technology and design for automobiles makes a person more willing to pay for the same. Research limitations/implications The study is confined to consumers intending to purchase a car, who are Indian residents. Originality/value It adds to the comparatively lesser body of study on the impact of personality traits on intentions and attitudes in high involvement consumer durable purchases. Further, it serves as an empirical examination of the adoption of new technologies, in the context of high involvement consumer durables. For practicing managers, it provides a reference for deciding future development directions and approaches related to the effective market launch strategies and commercialization of advanced technology automobiles in India.

To tell or not to tell? The impact of communicating consumer participation in new product development

2018 ◽  
Vol 27 (2) ◽  
pp. 158-171 ◽  
Author(s):  
Claudia Costa ◽  
Rita Coelho do Vale
Keyword(s):  
Product Development ◽  
New Product Development ◽  
Critical Role ◽  
New Product ◽  
Consumer Involvement ◽  
Consumer Participation ◽  
Product Complexity ◽  
Content Type ◽  
Innovation Ability ◽  
The Impact

Purpose This paper aims to analyze the implications of communicating customer involvement in the ideation and concept stage of new product development (NPD). This paper assesses the extent to which the awareness that a product was co-created jointly by company professional designers and consumers affects observer consumers’ attitudes toward the product and the company. While earlier research has mainly emphasized the positive and desirable consequences of consumer participation in NPD, the present set of studies shows that labeling products as having been co-created is not always valuable; rather, it is dependent on the level of perceived complexity of the products. Design/methodology/approach The hypotheses are tested in four experimental studies using several categories of product complexity (low, medium and high). The data have been collected on young adult samples, measuring the participants’ perceptions of a firm’s innovation ability and product purchase intentions. Findings The results suggest that there are benefits at the corporate level (higher perceptions of innovation ability) to inform the market about consumer involvement, particularly when consumers and company professionals work together. The findings also indicate that product complexity plays a critical role in translating the perceptions of greater corporate abilities (innovation) in purchase intention, and it is particularly beneficial for low-complexity products. Originality/value The previous research has mainly focused on the impact of involving consumers in firms and participating consumers; however, it has neglected the role of observer consumers. This study adds to the innovation literature by showing that the value of learning about other consumers’ involvement in firm NPD is not universally beneficial and that product complexity is a critical boundary condition.

Consumer attitude towards sales promotion techniques: a multi-country study

2019 ◽  
Vol 31 (2) ◽  
pp. 437-463 ◽  
Author(s):  
Kim-Shyan Fam ◽  
Pedro Q. Brito ◽  
Mahesh Gadekar ◽  
James E. Richard ◽  
Ugtakh Jargal ◽  
...  
Keyword(s):  
Mail Survey ◽  
Cultural Influences ◽  
Demographic Factors ◽  
Consumer Attitudes ◽  
Sales Promotion ◽  
Consumer Attitude ◽  
Content Type ◽  
Delayed Reward ◽  
The Impact ◽  
Country Specific

PurposeThe purpose of this paper is to examine and compare the influence of age, education, income, product involvement and sales promotion (SP) characteristics on consumer attitudes towards SP across eight culturally dissimilar environments.Design/methodology/approachA multi-country mall intercept and mail survey was conducted in Brunei, China, Hong Kong, Indonesia, Malaysia, New Zealand, Singapore and Thailand (n=4,125 respondents).FindingsCountry, education level and income significantly influence consumer attitudes towards SP. Some countries show a significant monetary value interaction effect. Consumers using delayed-reward SPT reported a significantly more positive attitude towards SP. Discounts and coupons are the two most highly ranked SP across the sampled countries.Research limitations/implicationsLimitations include the use of intercept and mail sampling. Extending the study to include additional Asian countries and other regions would benefit the understanding of cultural influences on SP.Practical implicationsMultinational marketing managers should consider three aspects of SP implementation strategy: cultural and demographic factors, interaction between delayed-reward SP and socio-demographics variables; country specific SP preferences to promote both sales and brand equity.Originality/valueThis study investigates and extends research on SP across cultures. In particular the research helps better understand the impact of demographic factors and culture on attitudes towards SP, and implementation of global promotions.

High involvement management and human resource line sustainability

2006 ◽  
Vol 7 (1) ◽  
pp. 279-286 ◽  
Author(s):  
Paul J. Gollan
Keyword(s):  
Organizational Performance ◽  
Human Resource ◽  
High Performance ◽  
Current Evidence ◽  
High Involvement ◽  
Content Type ◽  
Major Factors ◽  
The Impact ◽  
Practical Implications ◽  
High Involvement Management

PurposeThis article will outline a number of issues for organizations to consider when pursuing sustainable high performance workplace outcomes through high involvement management (HIM) initiatives and identifies those outcomes, which reinforce corporate profitability and corporate survival, and those that satisfy employee aspirations and needs in the workplace.Design/methodology/approachA model is presented that highlights the major factors, influences and outcomes of human resource sustainability in organizations. The paper then advocates an integrated model of the HIM process, emphasising the influence of organizational culture and the impact of the external environment based on human resources capabilities and sustainable organizational outcomes.FindingsOverall, what can be drawn from the research is that high quality communication and consultation between management and employees at the workplace is essential in achieving HIM and improved organizational performance and sustainable outcomes for organizations and employees.Research limitations/implicationsImportantly, the current evidence suggests that there are a number of necessary conditions when implementing HIM processes and approach: the research suggests management should inform, train and equip shopfloor employees to make decisions at their workplace and share ownership in the process.Practical implicationsThe practical implications are that managers need to reassess the role and level of the HR function, specifically its role in persuading organizations to adopt practices that support a sustainable approach.Originality/valueOnly by acknowledging the importance of employee satisfaction and commitment through the development of integrated employee consultation, organizational change, work and life policies, workplace institutions and comprehensive career development programs, will the organization achieve greater efficiency, and productivity.

scholarly journals Legal systems, internationalization and corporate sustainability. An empirical analysis of the influence of national and international authorities

2017 ◽  
Vol 17 (5) ◽  
pp. 861-875 ◽  
Author(s):  
Jacob Hörisch ◽  
Roger Leonard Burritt ◽  
Katherine L. Christ ◽  
Stefan Schaltegger
Keyword(s):  
Legal System ◽  
Management Practices ◽  
Corporate Sustainability ◽  
Relative Effectiveness ◽  
Legal Systems ◽  
Content Type ◽  
Sustainability Practices ◽  
The Impact ◽  
International Sales ◽  
Practical Implications

Purpose This paper aims to compare the influence of different legal systems on corporate sustainability management practices. Against the background of growing internationalization of business activities, it additionally considers whether internationalization allows companies to circumvent the influence of national authorities. Design/methodology/approach Three legal systems are compared using regression analyses of more than 200 large corporations in five countries: common law (USA and Australia), German code law (Germany) and French code law (France and Spain). Findings The impact of national and international authorities is found to be strongest in French code law countries. In addition, the influence of international authorities is stronger for corporations with higher shares of international sales. For both national and international authorities, the degree of internationalization is found to moderate the influence of the legal system on corporate sustainability practices. Practical implications The legal system in place influences the relative effectiveness of national and international authorities over company sustainability practices and needs to be taken into account in policymaking. To be effective, international authorities need to work with or substitute for national authorities in promoting corporate sustainability practices in countries depending on their legal systems. Originality/value This research applies and quantitatively tests La Porta’s (1998) framework on legal systems in the new context of corporate sustainability.

High involvement work systems, happiness at work (HAW) and absorptive capacity: a bathtub study

2020 ◽  
Vol 42 (4) ◽  
pp. 949-970 ◽  
Author(s):  
Andrés Salas-Vallina ◽  
Manoli Pozo-Hidalgo ◽  
Pedro-Gil Monte
Keyword(s):  
Absorptive Capacity ◽  
Management Practices ◽  
Organizational Outcomes ◽  
Mediating Effect ◽  
Work Systems ◽  
High Involvement ◽  
Content Type ◽  
Positive Attitudes ◽  
The Impact ◽  
The Relationship

PurposeThe purpose of this research is to examine the impact of high-involvement work systems (HIWS) on absorptive capacity. In addition, the mediating effect of happiness at work in the relationship between high-involvement work practices and absorptive capacity is analyzed.Design/methodology/approachA 2-1-2 bathtub multilevel mediation model was used to analyze a sample of 783 employees from 111 bank branches, gathering data at three different times.FindingsThe results reveal that HIWS positively affect absorptive capacity. In addition, they show that happiness at work partially mediates the relationship between HIWS and absorptive capacity.Originality/valueHappiness at work is a fundamental element for knowledge absorption. The findings support the basic assumptions of the job demands-resources model, and demonstrate how HIWS, acting as a job resource, lead to positive attitudes (happiness at work) and, in turn, to positive outcomes (absorptive capacity). The proposed HIWS, based on the assumptions of the mutual gains model, reveal a positive employment relationship with effects on both HAW and organizational outcomes. If organizations expose their employees to management practices that have specific benefits for their HAW, employees are more likely to perform their jobs in ways that will promote their absorptive capacity.

Standards and innovation in manufacturing and services: the case of ISO 9000

2014 ◽  
Vol 31 (4) ◽  
pp. 435-454 ◽  
Author(s):  
Giovanni Mangiarotti ◽  
Cesare A.F. Riillo
Keyword(s):  
Small Firms ◽  
Relative Effectiveness ◽  
Case Study Research ◽  
Iso 9000 ◽  
Community Innovation Survey ◽  
Firm Level ◽  
Content Type ◽  
Innovation Potential ◽  
Innovation Activities ◽  
The Impact

Purpose – The research empirically investigates the firm-level impact of ISO 9000 certification on innovation propensity. The study aims to distinguish between manufacturing and service sectors and adopts different innovation definitions aimed at capturing the peculiarities of innovation in services and small firms. Design/methodology/approach – Relying chiefly on Community Innovation Survey data for Luxembourg, the impact of certification on innovation probability is assessed using a logit model that controls for relevant firms characteristics and market features. Findings – The innovation potential of services and small firms is understated when adopting innovation definitions restricted to technological aspects and more formalised innovation activities. ISO 9000 certification may promote innovation when adopting definitions that captures sectoral innovation specificities. In particular, certification increases innovation propensity in manufacturing when the focus is on technological innovation and formalised innovation expenditures. On the contrary, when non-technological aspects are included and allowance is made for wider innovation activities, the impact of certification on services tends to emerge. However, sharper statistical evidence for manufacturing indicates a more important role of certification for innovation success in this sector. Research limitations/implications – Case-study research could supplement the findings concerning the relative effectiveness of certification in services and manufacturing. The investigation would also benefit from extensions in the econometric analysis to address comparisons across samples and potential causality issues. Practical implications – Findings are interesting to practitioners and registrars in order to identify the specific characteristics of firms for which certification provides higher innovative potential. Originality/value – The study highlights the relevance of sectoral specificities and innovation definitions for the debate about the effect of ISO 9000 certification on innovation.

scholarly journals HRM systems and employee affective commitment: the role of employee gender

2020 ◽  
Vol 35 (2) ◽  
pp. 189-210 ◽  
Author(s):  
DuckJung Shin ◽  
Alaine Garmendia ◽  
Muhammad Ali ◽  
Alison M. Konrad ◽  
Damian Madinabeitia-Olabarria
Keyword(s):  
Social Exchange ◽  
Social Exchange Theory ◽  
Affective Commitment ◽  
Role Theory ◽  
High Involvement ◽  
Content Type ◽  
Using Data ◽  
And Function ◽  
The Impact

Purpose Despite decades of studies on high-involvement human resource management (HRM) systems, questions remain of whether high-involvement HRM systems can increase the commitment of women. This study aims to contribute to the growing body of research on the cross-level effect of HRM systems and practices on employee affective commitment by considering the moderating role of gender. Design/methodology/approach Integrating social exchange theory with gender role theory, this paper proposes that gender responses to HRM practices can be different. The hypotheses were tested using data from 104 small- and medium-sized retail enterprises and 6,320 employees from Spain. Findings The findings generally support the study’s hypotheses, with women’s affective commitment responding more strongly and positively to employees’ aggregated perceptions of a shop-level high-involvement HRM system. The findings imply that a high-involvement HRM system can promote the affective commitment of women. Originality/value This study investigates the impact of both an overall HRM system and function-specific HRM sub-systems (e.g. training, information, participation and autonomy). By showing that women can be more positively affected by high-involvement HRM systems, this paper suggests that high-involvement HRM systems can be used to encourage the involvement and participation of women.

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