Understanding emotionally involved publics

2016 ◽  
Vol 21 (4) ◽  
pp. 465-482 ◽  
Author(s):  
Jeesun Kim ◽  
Yan Jin
Keyword(s):  
Management Practice ◽  
Product Category ◽  
Crisis Response ◽  
Future Research ◽  
Content Type ◽  
Product Categories ◽  
Crisis Type ◽  
Main Effects ◽  
A Company ◽  
Crisis Situations

Purpose The purpose of this paper is to examine the interplay of crisis type and felt involvement as well as product category on publics’ anger toward the company and empathy for the victims. Design/methodology/approach This study uses an experiment based on a 2 (crisis type: accident vs transgression) × 2 (publics’ felt crisis involvement: high vs low) × 2 (product category in crisis: food-related vs technology-related) mixed design. Findings Differential main effects on emotions were detected in different consumer product crises. One of the most interesting findings in this study was the main effects of high felt involvement over low felt involvement in strong feelings of anger toward a company and empathy for the victims in both food- and technology-related crisis situations. There was an interaction effect between crisis type and product category on feelings of anger toward a company. Participants in the food-related crisis condition reported more anger when exposed to a transgression crisis than an accident crisis. Research limitations/implications Future research needs to study other important crisis emotions and to measure them with multiple items instead of a single item. It would be useful to find out what combinations among crisis variables would produce interaction effects to better understand how different publics’ emotions are inducted and processed in different crisis situations. Practical implications The role of felt involvement on public emotions may not be product category specific, but rather be affectively influential across different product categories. From the standpoint of crisis management practice, the main contribution of the present study is to provide empirical evidence that crisis communication managers could use the level of publics’ felt crisis involvement to better predict publics’ emotions that are likely to be felt and displayed in crisis situations. Originality/value This study investigates the crisis-generated discrete emotions as a function of crisis type and felt involvement. Felt involvement should be considered as an important construct due to its potential consequences on publics’ emotions and their behaviors beyond perceptions of crisis responsibility. Crisis response messages should be strategically developed with a consideration of the interplay of crisis type, publics’ felt involvement, and product categories.

The effect of product category on consumer brand relationships

2014 ◽  
Vol 23 (2) ◽  
pp. 78-89 ◽  
Author(s):  
Marc Fetscherin ◽  
Michèle Boulanger ◽  
Cid Gonçalves Filho ◽  
Gustavo Quiroga Souki
Keyword(s):  
Purchase Intention ◽  
Soft Drink ◽  
Product Category ◽  
Future Research ◽  
Category Effect ◽  
Brand Relationships ◽  
Content Type ◽  
Product Categories ◽  
Brand Relationship ◽  
Practical Implications

Purpose – This paper aims to investigate the effect of product category on consumer brand relationships. Design/methodology/approach – Based on a total of 800 consumers, respondents evaluated their relationship with their favorite brand in one of the four product categories studied (soft drink, mobile phone, shoes, cars). EFA, subsequent CFA, SEM and ANOVA were used to assess these relationships and the product category effect. Findings – The authors find that brand love positively influences brand loyalty and both, influence positively WOM and purchase intention. Looking at the directionality of these relationships, the results show no product category differences. However, the authors found significant differences in terms of their intensity and their effect on the explanation power of the brand outcome variables WOM and purchase intention. Research limitations/implications – The survey was conducted in Brazil and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. Practical implications – This paper demonstrates that consumer brand relationships are not product category specific. However, certain product categories tend to have more intense relationships than other product categories. Originality/value – Despite the importance of the product category effect in the branding literature, this study shows that consumer brand relationship theory can be applied to different product categories. This suggests, the product category is less important in the study design than the unit of analysis which requires to be consumer's favorite brands.

Territorial capital as a company intangible

2016 ◽  
Vol 17 (1) ◽  
pp. 148-167 ◽  
Author(s):  
Mariachiara Barzotto ◽  
Giancarlo Corò ◽  
Mario Volpe
Keyword(s):  
Great Difficulty ◽  
Future Research ◽  
Manufacturing Companies ◽  
Policy Makers ◽  
Content Type ◽  
Capital Growth ◽  
Multiple Case ◽  
Definition Of ◽  
A Company

Purpose – The purpose of this paper is twofold. First, to explore to what extent being located in a territory is value-relevant for a company. Second, to understand if a company is aware of, and how it can sustain, the territorial tangible and intangible assets present in the economic area in which it is located. Design/methodology/approach – The study presents an empirical multiple case-study, investigating ten mid-/large-sized Italian companies in manufacturing sectors. Findings – The results indicate that the sampled manufacturing companies are intertwined with the environment in which they are embedded, both in their home country and in host ones. The domestic territorial capital has provided, and still provides, enterprises with workers endowed with the necessary technical skills that they can have great difficulty in finding in other places. In turn, companies support territorial capital generation through their activities. Research limitations/implications – To increase the generalisability of the results, future research should expand the sample and examine firms based in different countries and sectors. Practical implications – Implications for policy makers: developing effective initiatives to support and guide a sustainable territorial capital growth. Implications for managers and investors: improving managerial and investors’ decisions by disclosing a complete picture of the enterprise, also outside the firm boundaries. Originality/value – The study contributes to intangibles/intellectual capital literature by shedding light on the importance of including territorial capital in a company’s report to improve the definition of the firm’s value. Accounting of the territorial capital would increase the awareness of the socio-economic environment value in which companies are located and its use.

The role of market and product category characteristics in local versus foreign language branding in Latin America

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pablo Farías ◽  
Luis Torres
Keyword(s):  
Latin America ◽  
Foreign Language ◽  
Latin American ◽  
Product Category ◽  
Cultural Dimensions ◽  
Brand Names ◽  
High Tech ◽  
Content Type ◽  
Local Language ◽  
Product Categories

PurposeThis paper explores which market and product category characteristics could influence the use of foreign language brand names (i.e. whether a brand uses a foreign language versus local language brand name) in some of the largest Latin American countries.Design/methodology/approachHypotheses are tested using 880 brands from 39 product categories and nine Latin American markets using a hierarchical logistic regression.FindingsResults revealed that foreign language brand names are more likely to be used in product categories related to local infrastructure, high-tech and global community. In contrast, local language brand names are more likely to be used in product categories associated to subscriptions. Findings also suggest that Hofstede's national cultural dimensions are significant factors. Finally, the results revealed that foreign language brand names are more likely to be used in markets with a low level of foreign language proficiency.Originality/valueThis paper shows the importance of considering market and product category characteristics and their potential influence on local versus foreign language branding in Latin America – an ignored issue in previous research.

Sport league website: an effective marketing communication tool for corporate sponsors

2017 ◽  
Vol 18 (3) ◽  
pp. 314-327 ◽  
Author(s):  
Doyeop Kim ◽  
Matthew Walker ◽  
Jun Heo ◽  
Gi-Yong Koo
Keyword(s):  
Academic Research ◽  
Future Research ◽  
Consumer Attitude ◽  
Communication Tool ◽  
Content Type ◽  
High Profile ◽  
Sport League ◽  
Sports Sponsorship ◽  
Website Interactivity ◽  
Main Effects

Purpose Although high-profile sport league website sponsorships have increased in popularity over the last decade, academic research on the topic has not kept pace, resulting in little knowledge of ways to improve the effectiveness of this sponsorship type. This paper aims to discuss this issue. Design/methodology/approach The current study examined the influence of three website-related variables (i.e. website interactivity, website fit, and website credibility), while controlling for a sponsor-related variable (i.e. sponsor familiarity), on consumer attitude toward the sponsor ad and willingness to click on its banner ad. Hierarchical multiple regression analyses indicated three main effects. Practical implications are discussed with limitations and suggestions for future research. Findings This study found three important things. First, website interactivity played an important role in attitude toward the ad and willingness to click on the banner ad. Second, website fit influenced attitude toward the ad and willingness to click on the banner ad. Third, website credibility influenced attitude toward the ad. Originality/value The findings suggest that in order to maximize online sports sponsorship outcomes, companies must keep in mind that the interactivity between the web users and the site should be regarded as the most pragmatic result which could come from the online sports sponsorship territory.

Giving negative feedback to Millennials

2016 ◽  
Vol 39 (6) ◽  
pp. 692-705 ◽  
Author(s):  
Emylee Anderson ◽  
Aaron A. Buchko ◽  
Kathleen J. Buchko
Keyword(s):  
Negative Feedback ◽  
Millennial Generation ◽  
Management Practice ◽  
Baby Boom ◽  
Demographic Data ◽  
Specific Area ◽  
Future Research ◽  
Content Type ◽  
Managerial Practices ◽  
New Generation

Purpose Demographic data indicate that the Millennial generation (those born between 1982 and the early 2000s) are entering the workforce and will become an increasingly significant component of the workforce in the near future. The Millennial generation appears to have significant differences in values, attitudes and expectations regarding work than prior generations. Design/methodology/approach The authors reviewed the literature on the “Millennial” generation (those born between 1982 and the early 2000s) and the research on giving negative feedback to identify issues that are significant with respect to the manner in which managers give negative information to this new generation of workers. Findings To be effective, negative feedback to Millennials needs to be consistent and ongoing. The feedback must be perceived by Millennials as benefitting them now or in the future. Managers must be assertive enough to make sure the employee understands the concerns, but sensitive to the fact that many Millennials have difficulty accepting such feedback. Research limitations/implications These findings offer suggestions for future research that needs to explicitly examine the differences in the new generation of workers and how these persons respond to current managerial practices. Practical implications Millennials are now entering the workforce in significant numbers. Managers will find increasing opportunities to address the organizational and individual needs of these workers. Managers must learn how to effectively direct and motivate this generation of workers, including how to provide constructive negative feedback. Social implications Demographic data indicate that the so-called “Baby Boom” generation will be leaving the workforce in large numbers over the next few years, and will be replaced by the Millennial generation. Originality/value To date, there has been little attempt by management researchers to address the organizational implications of the generational shift that is occurring. We seek to draw attention to one specific area of management practice – delivering negative feedback – and explore how the knowledge may be changing as a new generation of workers enter the workplace.

What is rogue marketing? An exploration of how hard seltzer sparked a social media phenomenon

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cortney L. Norris ◽  
D. Christopher Taylor ◽  
Scott Taylor Jr.
Keyword(s):  
Social Media ◽  
Behavioral Outcomes ◽  
Product Category ◽  
New Product ◽  
Viral Marketing ◽  
Future Research ◽  
Research Directions ◽  
Content Type ◽  
Future Research Directions ◽  
Marketing Messages

Purpose This study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is explored vis-à-vis a phenomenon that occurred over the summer of 2019 with a new product category, hard seltzers. It is proposed that rogue marketing occurs when an unaffiliated individual creates and posts an informal message about a brand on social media that becomes viral. Although the post is not funded or endorsed by the company that owns the brand, reaching viral status results in free and unexpected advertising (positive or negative). Design/methodology/approach Rogue marketing is first explored through a comparative analysis with company produced advertisements. Then, the company’s response to rogue marketing is gauged through both qualitative and quantitative data. The sample of 210 respondents was recruited from students enrolled in college hospitality courses and through posts made on social media. Findings Rogue marketing is found to be somewhat more compelling than company produced advertisements and those who found the rogue marketing message more compelling had stronger sentiments regarding the company’s response. Research limitations/implications This exploratory study of rogue marketing provides a conceptualization and starting framework for future research concerning this phenomenon. Originality/value Rogue marketing is a new phenomenon and is distinct from influencer marketing and viral marketing in its characteristics. Additionally, the company’s response to rogue marketing messages may influence behavioral outcomes.

The impact of Covid-19 on customer journeys: implications for interactive marketing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
P.K. Kannan ◽  
Gauri Kulkarni
Keyword(s):  
Design Methodology ◽  
Future Research ◽  
Interactive Marketing ◽  
Content Type ◽  
Product Categories ◽  
The Impact ◽  
Rapid Shift ◽  
The Way

PurposeThe Covid-19 pandemic and the related closures and lockdowns have changed how consumers shop for products and how they consume them. In this paper, the authors focus on how customers' journeys from the awareness stage down to purchase and loyalty stages have been impacted by the pandemic across different product categories and markets and how they affect the same post-pandemic. The authors propose directions for future research based on our analysis.Design/methodology/approachAnalyzing the components of customer utility, the authors provide the basis for the rapid shift towards online and digital touchpoints and the nature of emerging interactions between firms and consumers. The authors highlight those areas where changes could be permanent.FindingsThe authors show why some of the changes due to the Covid-19 pandemic could be permanent and irrevocable and what this implies for firms' strategies to acquire, retain, and grow their business with their customers.Originality/valueThe authors highlight why omnichannel strategies are the way for firms to thrive in the post-pandemic marketplace, and outline areas for future research that will allow researchers to examine how customer journeys will evolve post-pandemic.

Antecedents of green consumption: a scale of measure

2018 ◽  
Vol 35 (4) ◽  
pp. 414-425 ◽  
Author(s):  
Sinove Marde ◽  
Claire Verite-Masserot
Keyword(s):  
Environmentally Friendly ◽  
Marketing Strategies ◽  
Dimensional Structure ◽  
Future Research ◽  
Content Type ◽  
Green Consumption ◽  
Product Categories ◽  
Two Samples ◽  
The Relationship

Purpose This paper aims to provide a scale of measure that is based on the antecedents of environmentally friendly consumption, which will measure multifaceted profiles and apply to several product categories over the long term. Design/methodology/approach The list of antecedents is derived from the literature and a qualitative study. Exploratory and confirmatory analyses using two samples of respondents are conducted to validate the scale. Findings The results suggest the use of a scale with three multi-dimensional facets when examining the antecedents of environmentally friendly consumption. The first facet is called “barriers to purchase” and has a four-dimensional structure; the second facet is called the “relationship with the product” and has a two-dimensional structure; and the third facet is called the “propensity to consume environmentally friendly products” and has a four-dimensional structure. Research limitations/implications Future research should seek to test and confirm the version of the global tool of measure proposed in this study. Practical implications Firms can use the tool to better understand the reasons to buy or not buy green products. They can now have multifaceted profiles to better comprehend environmentally aware consumption and to adapt their marketing strategies. Originality/value The tool of measure proposed here highlights the predictive indicators of green consumption based on its antecedents. Because these antecedents can differ not only in their nature but also in their intensity, combining them to develop a global tool is necessary.

Digital visual engagement: influencing purchase intentions on Instagram

2018 ◽  
Vol 22 (4) ◽  
pp. 362-381 ◽  
Author(s):  
Chiara Valentini ◽  
Stefania Romenti ◽  
Grazia Murtarelli ◽  
Marta Pizzetti
Keyword(s):  
Interactive Effect ◽  
Product Category ◽  
Purchase Intentions ◽  
Visual Communications ◽  
Content Type ◽  
Product Categories ◽  
Direct Gaze ◽  
Intention To Purchase ◽  
Visual Engagement ◽  
Practical Implications

PurposeThe purpose of this paper is to investigate the effects of visual communications on Instagram users’ propensity to engage with image-based content through online behaviors such as liking, sharing, commenting and following, and their intention to purchase the product depicted in the visual communications.Design/methodology/approachAn experimental design was used to measure the effect of branded Instagram images on a sample of active Instagram users. Two features of Instagram images (subject’s gaze: direct vs indirect; product salience: low vs high) were manipulated and their interactive effect tested on online behaviors.FindingsThe paper offers empirical evidence that direct gaze and high product salience positively affect digital visual engagement. Moreover, digital visual engagement influences intention to purchase.Research limitations/implicationsThe hypotheses were tested on a single product category and on only two image-based features. Further studies might replicate the experiment on different product categories and include different image-based features.Practical implicationsThis empirical study can offer communication managers important information on the image-based features that are most effective in increasing digital visual engagement and positively influencing purchase intentions in visual communications.Originality/valueThe study empirically demonstrates that the choice of specific image-based features in visual communication matters for increasing digital visual engagement among Instagram users.

Comparison-based perceived attribute performance as a better antecedent of satisfaction, value and loyalty

2019 ◽  
Vol 31 (5) ◽  
pp. 1252-1268 ◽  
Author(s):  
Jorge Vera-Martinez ◽  
Sidney Ornelas
Keyword(s):  
Business Performance ◽  
Product Category ◽  
Product Performance ◽  
Performance Measurements ◽  
Content Type ◽  
Performance Variables ◽  
Product Categories ◽  
Dishwashing Detergent ◽  
Empirical Tests ◽  
Level Performance

PurposeProduct performance measurements have been used to explain other business performance variables. The purpose of this paper is to propose that, regarding Mexican consumers, the “comparison-based perceived attribute performance” (CAP) approach is a better predictor of outcomes, such as satisfaction, value and loyalty, compared with the traditional measurement of “non-comparison-based perceived attribute performance” (NCAP). These two forms of assessing attribute-level performance may be considered as different constructs.Design/methodology/approachUsing these two approaches, empirical tests were performed to attribute performance measurement and were conducted on products from two different categories: tequila and liquid dishwashing detergent. Regression analyses were performed using Mexican consumer samples ofn=295 andn=239, respectively.FindingsAs opposed to NCAP, CAP measurements yielded higher statistical levels of satisfaction, value and loyalty for both product categories. In the case of tequila, factor analysis indicated a clear separation between the two types of measurements, suggesting that they should be considered distinct constructs. However, this was not found for the other product category.Originality/valueCAP, which has better potential to predict outcomes than NCAP, could have relevant implications in brand positioning assessment and importance-performance analyses.

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