Investigating feedback effects in the field of brand extension using brand concept maps

2018 ◽  
Vol 13 (1) ◽  
pp. 41-64 ◽  
Author(s):  
Pascal Kottemann ◽  
Anja Plumeyer ◽  
Reinhold Decker
Keyword(s):  
Cognitive Processing ◽  
Concept Maps ◽  
Empirical Studies ◽  
Brand Extension ◽  
Feedback Effects ◽  
Content Type ◽  
Individual Level ◽  
Associative Network ◽  
Brand Concept ◽  
Brand Concept Maps

Purpose The purpose of this paper is to apply the (advanced) brand concept maps (BCM) approach to reinvestigate previous findings on feedback effects resulting from brand extension information (BEI) and to explore whether this information affects the structure of a brand’s associative network. Design/methodology/approach This research builds on the associative network memory model, as well as Keller’s conceptualization of customer-based brand equity, and uses a series of empirical studies with a total of 839 respondents in two different countries. Findings The findings reveal that BEI has no significant impact on the structure of the parent brand’s associative network at the individual level. Furthermore, key brand image dimensions (i.e. favorability, strength, and uniqueness of brand associations) are not affected. Research limitations/implications By applying the (advanced) BCM approach, this paper is able to address shortcomings that are incorporated with the use of Likert scales for measuring a brand’s image and for investigating feedback effects in the field of brand extension. As the results indicate that the identification of feedback effects might be influenced by the approach used to measure a brand’s image, this paper calls for further investigations of feedback effects on a brand’s image. Originality/value Data from three empirical studies provide insights into the cognitive processing of BEI and their impact on a brand’s associative network.

Developing and testing a typology of brand benefit differentiation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alexander Farestvedt Hem ◽  
Magne Supphellen
Keyword(s):  
Concept Maps ◽  
Future Research ◽  
Negative Effects ◽  
Brand Attachment ◽  
Content Type ◽  
Positive Effects ◽  
Benefit Evaluation ◽  
Brand Concept ◽  
Brand Concept Maps ◽  
First Time

Purpose The purpose of this study is to expand the notion of differentiation by developing and testing a typology of brand benefit differentiation. Design/methodology/approach Brand concept maps were used to identify three types of differentiation. The effects of the types of differentiation on benefit evaluation and brand attachment were tested in two follow-up studies using path analysis. Findings A comparison of the association maps of four international brands showed instances of all three types of benefit differentiation – categorical, graded and structural benefit differentiation. The tests of effects revealed that categorical benefit differentiation had negative effects, whereas structural and graded differentiation had positive effects on benefit evaluation and brand attachment, respectively. Research limitations/implications The findings suggest that other types of benefit differentiation are more important than uniqueness. Future research should test the relevance and usefulness of the typology for other brands and consumer segments. Practical implications The new typology opens new opportunities for the differentiation of brands. Brand managers should avoid a myopic focus on uniqueness. Rather, they should analyze networks of benefit associations in detail for all three types of differentiation identified in this research and strengthen the level of structural and/or graded differentiation. Originality/value This research demonstrates, for the first time, the importance of two types of differentiation other than uniqueness. It also supports previous studies showing the negative effects of uniqueness on variables related to brand equity.

Consumer values of corporate and celebrity brand associations

2015 ◽  
Vol 18 (2) ◽  
pp. 164-187 ◽  
Author(s):  
Jasmina Ilicic ◽  
Cynthia M. Webster
Keyword(s):  
Concept Maps ◽  
Methodological Approach ◽  
Personal Meaning ◽  
Brand Associations ◽  
Corporate Brand ◽  
Content Type ◽  
Brand Authenticity ◽  
Brand Concept ◽  
Brand Concept Maps ◽  
Corporate Brands

Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings – Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship. Research limitations/implications – The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value – This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.

Brand Concept Maps: A Methodology for Identifying Brand Association Networks

2006 ◽  
Vol 43 (4) ◽  
pp. 549-563 ◽  
Author(s):  
Deborah Roedder John ◽  
Barbara Loken ◽  
Kyeongheui Kim ◽  
Alokparna Basu Monga
Keyword(s):  
Concept Maps ◽  
Brand Association ◽  
Brand Concept ◽  
Brand Concept Maps

Talent development: a systematic literature review of empirical studies

2018 ◽  
Vol 42 (1/2) ◽  
pp. 75-90 ◽  
Author(s):  
Fatemeh Rezaei ◽  
Michael Beyerlein
Keyword(s):  
Literature Review ◽  
Organizational Development ◽  
Systematic Literature Review ◽  
Empirical Studies ◽  
Talent Development ◽  
Content Type ◽  
Individual Level ◽  
Development Interventions ◽  
The Usa ◽  
The Individual

Purpose The purpose of this study is to identify and examine findings from empirical research regarding organizations’ talent development (TD) strategies, taking into consideration the countries in which the studies were conducted and the TD-approach organizations adopted, and recognize the positive outcomes of TD implementation, as well as potential issues and challenges. Design/methodology/approach This systematic literature review used Garrard’s matrix method to organize the review of publications. It identified 31 empirical articles from the total of 551 publications. Findings The findings indicate that a majority of the studies were conducted in countries other than the USA and that they were all published recently, after 2007. The results show that organizations have mostly applied organizational development interventions at the individual level for developing talented employees, followed by formal training and development. Additionally, managerial issues were identified as the most common issue on the way of implementing TD interventions. Research limitations/implications Trying to define TD as a discrete concept from HRD could be considered as both differentiating the current literature review and a limitation. Originality/value This article is among the first to identify TD interventions through a systematic literature review and provides a model of TD’s intervention antecedents and outcomes for the follow-up empirical works.

Critical success factors for Six Sigma implementation in Indian SMEs: an evaluation using AHP

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Davinder Singh ◽  
Gurwinder Singh
Keyword(s):  
Six Sigma ◽  
Critical Success Factors ◽  
Success Factors ◽  
Small And Medium Enterprises ◽  
Indian Subcontinent ◽  
Empirical Studies ◽  
Successful Implementation ◽  
Content Type ◽  
Individual Level ◽  
Critical Success

Purpose The purpose of this paper is to identify critical success factors (CSFs) for implementing Six Sigma framework affecting and influencing quality, operational and financial performance of small and medium enterprises (SMEs). It also intends to guide researchers and practitioners in selecting appropriate set of CSFs for effective implementation of Six Sigma using analytical hierarchy process (AHP). Design/methodology/approach In this study, a significant number of small and medium manufacturing organizations have been extensively surveyed to ascertain the contributions made by CSFs toward successful deployment of Six Sigma. The evaluation and the ranking of the CSFs among others, as well as on an individual level have been worked out using AHP. Findings The research study reveals that 13 CSFs have scored 75.9% in the success index, which is a significant figure to consider the importance, as well as their contribution toward successful implementation of Six Sigma in Indian SMEs. Research limitations/implications The study mainly remains confined to the CSFs for Six Sigma implementation in SMEs from Indian subcontinent. Originality/value This paper contributes to the knowledge of academicians, practitioners and project managers by providing an insight into the evolution of the CSFs for implementing Six Sigma paradigms in Indian SMEs. The study drastically reduces implementation hassles and simplifies execution for empirical studies. The findings are not restricted to India but are generalizable and can globally used in deciding determinants of Six Sigma framework.

The measurement of flow and social flow at work: a 30-year systematic review of the literature

2019 ◽  
Vol 49 (2) ◽  
pp. 537-570
Author(s):  
Pedro Jácome de Moura Jr ◽  
Carlo Gabriel Porto Bellini
Keyword(s):  
Flow Measurement ◽  
Empirical Studies ◽  
Personal Characteristics ◽  
Vast Number ◽  
Content Type ◽  
Individual Level ◽  
Scholarly Publications ◽  
Social Flow ◽  
The Individual ◽  
Flow At Work

Purpose The purpose of this paper is to review three decades of the literature on flow measurement and propose issues to advance research on the measurement of social flow at work. Design/methodology/approach In a systematic literature review, the authors analyzed 143 articles published in the first three decades (1983–2013) of scholarly publications on flow measurement, of which 84 articles used scales to measure flow and 16 articles used scales to measure flow at work. Findings The main findings are: flow is frequently measured in association with other constructs or by means of proxies; flow measurement is highly dependent on a study’s purposes and context; flow is mostly studied at the level of the individual and, when studied beyond the individual, the measurement of flow in groups is simplified as an aggregation of individual-level measures; and social flow at work is an underresearched construct that nevertheless impacts organizations in important ways, thus deserving a specific research agenda. Research limitations/implications The first limitation refers to the databases included in the review. There is always the possibility that important works were ignored. Another limitation is that the coding procedure was highly dependent on the authors’ discretion, as it did not include independent coding and formal assessment of agreement among coders. But the greatest limitation may refer to our very perspectives on flow, flow measurement and social flow at work, as they are highly attached to current models instead of seeing the issues with different lenses. This limitation is also present in the literature. Practical implications Reviewing three decades of scholarly publications on how flow has been measured contributes to organizations in their planning for person-job fit. The measurement of flow can reveal if and when flow correlates with personal characteristics and organizational events, thus serving to inform initiatives on personnel development, acculturation and job design. However, considering that flow as a social phenomenon has been conceived in superficial terms, that a vast number of empirical studies were developed with non-professional subjects, and that flow measurement involves significant adaptations to each situation, organizations are thus advised to be careful in adopting extant instruments. Originality/value This study provides a rich account on how flow measurement has been addressed in the scholarly literature, and it calls attention to research opportunities on social flow at work.

Who becomes an entrepreneur? A 30-years-review of individual-level research

2015 ◽  
Vol 22 (2) ◽  
pp. 225-248 ◽  
Author(s):  
Sascha G. Walter ◽  
Simon Heinrichs
Keyword(s):  
Empirical Studies ◽  
Temporal Trends ◽  
Temporal Stability ◽  
Strong Support ◽  
Entrepreneurial Intentions ◽  
Future Research ◽  
Content Type ◽  
Individual Level ◽  
Individual Variables ◽  
Meta Analyses

Purpose – The purpose of this paper is to cumulate published empirical studies (1980-2009) on the relationship between individual variables and entrepreneurial status. The authors categorize repeatedly analyzed determinants into six perspectives (trait, cognitive, affective, intentions, learning, and economic), review empirical findings for each determinant and each perspective, investigate trends in the field, and propose avenues for future research. Design/methodology/approach – The authors categorize determinants into one of the six paradigms and review findings for 46 repeatedly studied variables from 131 studies. Support for each variable, publication outlets chosen, and temporal trends in exploring entrepreneurial intentions, entrepreneurial status or differences between entrepreneurs and other individuals are analyzed. Findings – Prior studies have focused on trait and economic perspectives with strong support, followed by the learning and intentions perspectives. The affective perspective is a still under-researched, yet growing field. Most articles were published in the 1990s. The emphasis on theoretical perspectives varies over decades. Directions for future research include integrating the perspectives (e.g. across the cognitive and affective domain), testing the temporal stability of influences, and developing and testing cross-level models that incorporate contextual influences. Originality/value – The paper complements prior reviews and meta-analyses by picturing the breadth of the field and adding important points to the research agenda.

Examining organizations’ continued use of open source technologies

2017 ◽  
Vol 30 (1) ◽  
pp. 24-46 ◽  
Author(s):  
Saggi Nevo ◽  
InduShobha Chengalur-Smith
Keyword(s):  
Open Source ◽  
Empirical Studies ◽  
Business Value ◽  
Institutional Perspective ◽  
Content Type ◽  
Individual Level ◽  
Continued Use ◽  
The Individual ◽  
Value Of It ◽  
The Impact

Purpose Our knowledge of why organizations continue to use open source software (OSS) infrastructure technologies is relatively limited, and existing models appear inadequate to explain this continuance phenomenon given that they are set at the individual level and also do not take into account the unique characteristics of OSS. The paper aims to discuss these issues. Design/methodology/approach Using an institutional perspective, this paper posits that coercive (business value of IT) and normative (open source ideology (IDEO)) factors may be credited with sustaining the continued use of OSS technologies. The study argues that organizations that subscribe to IDEO are more likely to continue using OSS technologies. Survey data are collected from organizations that have implemented an OSS infrastructure technology and a moderated multiple regression analysis is performed to test the proposed hypotheses. Findings In addition to the business value provided by OSS technologies, adherence to IDEO also impacts decisions to continue using those technologies. The results suggest that once an OSS is implemented in an organization, IDEO can enhance organizations’ intentions to continue using such technologies, directly, as well as indirectly, by amplifying the impact of the perceived business value of the technology. Originality/value Much of extant literature on continued use focuses on end-user technologies. This paper is one of the first to focus on infrastructure technologies and examine organizations’ intentions to continue using those technologies by developing a parsimonious theory-driven model for examining organizations’ continued use intentions toward infrastructure IT. Additionally, much of open source research to date has been inwardly focused, and this paper is one of few empirical studies to focus on the demand or consumption side of OSS technologies.

Green city branding: perceptions of multiple stakeholders

2019 ◽  
Vol 28 (3) ◽  
pp. 376-390 ◽  
Author(s):  
Hui-Ju Wang
Keyword(s):  
Network Theory ◽  
City Branding ◽  
Multiple Stakeholders ◽  
Content Type ◽  
City Brand ◽  
Associative Network ◽  
Local Residents ◽  
Associative Network Theory ◽  
Brand Concept Maps ◽  
Green City

Purpose With society’s growing environmental concern, developing a green brand identity provides cities with opportunities to enhance their competitiveness. Nevertheless, few studies have explored green city branding and specifically considered the diverse perceptions of multiple stakeholders. Accordingly, this study aims to explore green city branding from the perceptions of multiple stakeholders. Design/methodology/approach Based on associative network theory, the study uses brand concept maps and network analysis approaches to construct and analyze the content and structure of mental models among local residents and foreign tourists for a green city brand. This study further seeks empirical support for the findings via a survey, using the sample case of Yilan County in Taiwan. Findings The results of this study reveal that foreign tourists possess a more diverse and heterogeneous brand perception than local residents. Additionally, the study uncovers significant green city brand associations regarding their influences on the behavioral decisions of local residents and foreign tourists. Originality/value This research is the first attempt to advance the knowledge of green city branding by empirically exploring the green city brand perceptions of multiple stakeholders based on associative network theory. The results provide brand researchers with different analytical perspectives on the existing knowledge about city brand perceptions and offer strategic information for city managers.

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