Neural network approach to understanding the children’s market

2015 ◽  
Vol 49 (3/4) ◽  
pp. 372-397 ◽  
Author(s):  
Jony Oktavian Haryanto ◽  
Manuela Silva ◽  
Luiz Moutinho
Keyword(s):  
Neural Network ◽  
Autobiographical Memory ◽  
Brand Loyalty ◽  
Age Groups ◽  
Future Research ◽  
Future Market ◽  
Neural Network Approach ◽  
Developed Country ◽  
Content Type ◽  
Market Driving

Purpose – This study aims to explore the main features contributing towards the formation of brand loyalty among children, using a neural network topology. Design/methodology/approach – The paper used an exploratory study using a semi-structured interviewed with children, psychologist and head of the school. This paper uses survey to collect data and analysed using artificial neural networks (ANNs). Findings – Several interesting insights emerge in respect of children’s consumer behavior and, in particular, the factors of emotional authenticity, brand partnerships, brand relationship, brand salience and brand personality in the priming of children’s brand loyalty emerge as important factors. Research limitations/implications – This research uses data from Indonesia which is considered as a developing country. Further research is required in the developed country context, as this may present different perspectives. Furthermore, the sample in this study consists of children aged between 10 and 12 years, but there are many age groups into which children can be divided, e.g. below 3 years; 3-5 years; 6-8 years; 9-12 years and even 13-15 years. Hence, future research needs to include these different groups of children to gain a more complete picture of the children’s market. Practical implications – A children’s market-driving strategy really should be related with the “grass roots” needs of the segment. Hence, marketers ought to spend two or three days in the company of children and continually update themselves in respect of what is happening in those children’s rapidly changing world. Additionally, marketers need to relate all their marketing activities to the building of autobiographical memory. All events, promotions and other marketing strategies should be integrated to ensure that autobiographical memory really underpins a future market as the children of the present become adults of the future. Originality/value – The study contributes to the existing literature and appreciation of the various factors and the inter-relationships between them that have relevance for product longevity in the children’s market.

Consumers’ self-congruence with a “Liked” brand

2017 ◽  
Vol 51 (2) ◽  
pp. 367-390 ◽  
Author(s):  
Elaine Wallace ◽  
Isabel Buil ◽  
Leslie de Chernatony
Keyword(s):  
Social Relations ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Large Scale ◽  
Equation Modeling ◽  
Future Research ◽  
Tie Strength ◽  
Brand Love ◽  
Content Type ◽  
Self Image

Purpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test similarities of brand image with self-image for Facebook “Likes” to determine whether self-congruence with a “Liked” brand leads to positive offline brand outcomes. It also investigates whether consumers’ perceptions about their Facebook social relations influence self-congruent brand “Likes”. Design/methodology/approach A large-scale survey was conducted of regular Facebook users who “Liked” brands. Data from 438 respondents was analysed and hypotheses tested using structural equation modeling. Findings Empirical results show that the perceived self-congruence with a “Liked” brand increases with social tie strength. Perceived social tie strength is informed by perceived attitude homophily. When the perceived self-congruence with a “Liked” brand is higher, brand love and word of mouth (WOM) are enhanced. Consumers also have greater brand loyalty and offer more WOM when brands are loved. Research limitations/implications Findings demonstrate the influence of consumers’ cognitive network on “Likes” and brand outcomes. Further replication would enhance generalisability. Future research should use a wider sample and investigate other variables. Practical implications Findings support managers seeking to grow and analyse Facebook “Likes” by providing insights into brand loyalty, brand love and WOM for “Liked” brands. Originality/value The paper addresses the dearth of research exploring how consumers’ perceptions of their Facebook network influence their online brand behaviour and how perceived self-congruence with a “Liked” brand relates to brand outcomes.

Patient visit forecasting in an emergency department using a deep neural network approach

Kybernetes ◽  
2019 ◽  
Vol 49 (9) ◽  
pp. 2335-2348 ◽  
Author(s):  
Milad Yousefi ◽  
Moslem Yousefi ◽  
Masood Fathi ◽  
Flavio S. Fogliatto
Keyword(s):  
Neural Network ◽  
Emergency Department ◽  
Linear Regression ◽  
Deep Neural Network ◽  
Short Term Memory ◽  
Demand Forecasting ◽  
Machine Learning Algorithms ◽  
Support Vector ◽  
Neural Network Approach ◽  
Content Type

Purpose This study aims to investigate the factors affecting daily demand in an emergency department (ED) and to provide a forecasting tool in a public hospital for horizons of up to seven days. Design/methodology/approach In this study, first, the important factors to influence the demand in EDs were extracted from literature then the relevant factors to the study are selected. Then, a deep neural network is applied to constructing a reliable predictor. Findings Although many statistical approaches have been proposed for tackling this issue, better forecasts are viable by using the abilities of machine learning algorithms. Results indicate that the proposed approach outperforms statistical alternatives available in the literature such as multiple linear regression, autoregressive integrated moving average, support vector regression, generalized linear models, generalized estimating equations, seasonal ARIMA and combined ARIMA and linear regression. Research limitations/implications The authors applied this study in a single ED to forecast patient visits. Applying the same method in different EDs may give a better understanding of the performance of the model to the authors. The same approach can be applied in any other demand forecasting after some minor modifications. Originality/value To the best of the knowledge, this is the first study to propose the use of long short-term memory for constructing a predictor of the number of patient visits in EDs.

Identifying the Antecedents of Children's Market Using Neural Network

2020 ◽  
pp. 1109-1136
Author(s):  
Jony Haryanto ◽  
Luiz Moutinho
Keyword(s):  
Neural Network ◽  
Autobiographical Memory ◽  
Network Topology ◽  
Brand Loyalty ◽  
Methodological Approach ◽  
Age Group ◽  
Research Subjects ◽  
Emotional Bonding ◽  
Brand Relationship ◽  
Fuzzy Logic Analysis

Chapter 5 explores the main features contributing towards the formation of living brand among children within the age 10 to 12-year-old by using a fuzzy logic analysis. From this methodological approach, several interesting insights emerge with regard to children's consumer behaviour, especially the factors of future anticipation, ritual, and autobiographical memory in the priming of the development of a living brand. In this chapter, we are going to expand on the discussion by identifying the antecedents of a successful product using Indonesian market segment from the same age group as the research subjects in Chapter 6. Some of the important elements for success in the children's segment that we identify here include brand personality, brand trust, and brand salience, particularly on how each of them affect brand relationship. When combined with autobiographical memory and buying habituation, this emotional bonding results in brand loyalty. Finally, we utilised a neural network topology in order to fully understand the antecedents of brand loyalty construction within the children's market.

A neural network approach for retailer risk assessment in the aftermarket industry

2019 ◽  
Vol 26 (5) ◽  
pp. 1631-1647 ◽  
Author(s):  
Shirin Rezaei ◽  
Sajjad Shokouhyar ◽  
Mostafa Zandieh
Keyword(s):  
Neural Network ◽  
Risk Assessment ◽  
Supply Chain ◽  
Mitigation Strategies ◽  
Risk Level ◽  
Self Organizing Map ◽  
Neural Network Approach ◽  
Content Type ◽  
Risk Levels ◽  
Risk Management Process

Purpose Given the competitive environment and complicated relationships in supply chains in the modern era, it is important to take into account internal and external risks. In addition, proper methods must be designed to evaluate these risks correctly. The purpose of this paper is to provide a suitable map based on the artificial neural network technique to assess and classify the risk levels of retailers who have interconnected rules in the downstream of the supply chain. Design/methodology/approach In this research, a model for risk assessment with a hexagonal grid and 2D self-organizing map was applied. Findings According to the results, the model used in the study can provide a basis for classification of retailers based on the specified risk levels defined by the experts and risk managers of the company. Also with the model’s visual output, managers can have a better understanding of the distribution of the risk level of retailers. Practical implications The proposed methodology can be adopted by managers to assess the risk of members involved in the supply chain, helping them to formulate the risk mitigation strategies based on the risk levels. Originality/value As a part of the risk management process, organizations can use this developed method to reduce the existing risks imposed by the members or customers on the company.

The impact of the motivation for status on consumers’ perceptions of retailer sustainability: the moderating impact of collectivism and materialism

2017 ◽  
Vol 34 (4) ◽  
pp. 292-305 ◽  
Author(s):  
Mertcan Tascioglu ◽  
Jacqueline Kilsheimer Eastman ◽  
Rajesh Iyer
Keyword(s):  
Environmental Sustainability ◽  
Generational Differences ◽  
Age Groups ◽  
Social Sustainability ◽  
Cultural Dimensions ◽  
Future Research ◽  
Bandwagon Effect ◽  
Content Type ◽  
The Impact ◽  
The Relationship

Purpose The purpose of the study is to investigate consumers’ perceptions of status motivations on retailers’ sustainability efforts and whether collectivism and materialism moderate this relationship. Design/methodology/approach A quantitative research methodology using survey data was used. Data were collected by administering questionnaires from millennial respondents (n = 386) from the USA and Turkey. Findings The results show that cultural value (collectivism) and materialism can serve as moderators of the effects of status motivation and sustainability. The findings indicate that the link between status motivation and sustainability perceptions (both environmental and social sustainability) is stronger for more collectivist consumers. In terms of materialism, while it did not moderate the relationship between status motivation and perceptions of environmental sustainability, it did moderate the relationship between status motivation and perceptions of social sustainability, particularly the uniqueness aspect of materialism. Research limitations/implications The stronger link between status motivation and both environmental and social sustainability for collectivists suggests that the bandwagon effect may be impacting their need for status. The stronger link between status motivation and social sustainability for those more materialistic suggests that their need for status may be more impacted by a snob effect as they want to appear unique. The use of college students is a limitation of this study, and future research needs to explore a wider range of age groups to determine if there are generational differences. Additionally, future research could examine other cultural dimensions such as power distance and masculinity versus femininity. Practical implications Findings from this research provide insights for retailers, especially those targeting the status and luxury market when developing their sustainability plans. An interest in sustainability may aid consumers in meeting their need for status, particularly for those status consumers who are more collectivist, as a means to fit in with their group. For more materialistic consumers, retailers may want to focus more on unique social sustainability efforts that are more publicly noticeable. Social implications Social sustainability, a topic not studied as frequently as environmental sustainability, has significant implications for consumers. The findings suggest that the link between status motivation and social sustainability is stronger for collectivists, suggesting a bandwagon effect. Additionally, the authors find that the link between status motivation and social sustainability is stronger for materialists, particularly the uniqueness dimension of materialism, suggesting a snob effect. Originality/value The originality of this study lies in the exploration of how status motivation impacts consumers’ perceptions of retailers’ environmental and social sustainability efforts and if these relationships are moderated by collectivism and materialism. Few studies have examined social sustainability, especially in terms of culture.

Team microfranchising as a response to the entrepreneurial capacity problem in low-income markets

2015 ◽  
Vol 11 (1) ◽  
pp. 69-88 ◽  
Author(s):  
Adam Camenzuli ◽  
Kevin McKague
Keyword(s):  
Low Income ◽  
Service Sector ◽  
Economies Of Scale ◽  
Critical Mass ◽  
Service Industries ◽  
Future Research ◽  
Small Scale ◽  
Developed Country ◽  
Content Type ◽  
And Training

Purpose – Drawing on a qualitative study of youth microfranchising in the Tanzanian computer sales, service, and training sector, the purpose of this study is to identify the challenges and advantages of a team-based approach to owning and operating a microfranchise business in the context of a least developed country. However, disadvantaged entrepreneurs typically still lack a critical mass of specialized technical skills and general managerial skills to manage a differentiated and competitive microenterprise business. A team-based approach to microfranchising can allow for combining specialized skills among more than one business owner; however, the potential risks and opportunities of team-microfranchising have not been studied. This study makes a contribution toward filling this gap by identifying five challenges and five advantages of team microfranchising which provide guidance for future research and practice. Design/methodology/approach – Qualitative data (interviews, observation and archival documents) were analyzed from an in-depth case study of youth microfranchising in the Tanzanian computer sales, service and training sector. Findings – Results revealed that microfranchise businesses in sectors that require multiple complementary higher-level skills are suited to a team microfranchise approach. Findings suggest that the greater the limitations on franchisee skills and the more pronounced the lack of public goods and institutions, the greater the potential for team microfranchising to overcome the entrepreneurial capacity constraints and institutional voids in low-income market contexts. Further, team-based microfranchises may be able to compete more effectively in sectors where economies of scale are not a significant factor, such as service industries and small-scale niche manufacturing. Also identified are five potential challenges and five areas of opportunity for practitioners seeking to implement a team-microfranchise approach. Research limitations/implications – The current study examined microfranchising among teams of youth in the Tanzanian computer sales and service sector. Further research could examine team microfranchising among other demographic groups in different sectors and the different regulatory, institutional and cultural contexts of other regions and countries. Social implications – If developed effectively in the right contexts, the team-based approach to microfranchising can potentially double the job-creation impacts of microfranchising ventures. Originality/value – This study is the first to assess the viability and boundary conditions of a team-based approach to microfranchising.

scholarly journals Idol attachment and human brand loyalty

2015 ◽  
Vol 49 (7/8) ◽  
pp. 1234-1255 ◽  
Author(s):  
Yu-An Huang ◽  
Chad Lin ◽  
Ian Phau
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Affective Commitment ◽  
Positive Impact ◽  
Initial Step ◽  
Future Research ◽  
Peer Norms ◽  
International Context ◽  
Content Type ◽  
The Relationship

Purpose – This paper aims to examine the importance and concept of idol attachment, model its antecedents and moderators and assess its influence on human brand loyalty. Design/methodology/approach – This paper includes two studies. In Study 1, survey questionnaires were distributed by mall intercept to quasi-random samples across Australia and Taiwan for completion and return. The return yielded 1,135 and 736 usable questionnaires, respectively, from which the data were analysed using LISREL structural equation modelling software. In Study 2, an experiment was used to examine whether idol attractiveness is likely to positively moderate the relationship between vanity traits and attachment. Findings – The results suggest that achievement vanity, variety seeking and peer norms have a positive impact on the phenomenon of idol attachment, which in turn positively affects human brand loyalty. Contradicting previous studies, the physical appearance of vanity was not found to be associated with idol attachment. However, the results of the experiment show that idol attractiveness has a positive moderating effect on the relationship between vanity traits and human brand attachment. Research limitations/implications – The findings suggest that idol attachment is more complex than previously understood. The constructs chosen in this research represent an initial step but other variables such as liking, involvement, affective commitment and brand love are not taken into account. Future research models should therefore include such variables. Practical implications – The findings contain many practical lessons for planners of marketing strategy for the music industry in an international context. Originality/value – Two existing theories of psychology are integrated with the concept of idol attachment to explain human brand loyalty in an international context.

scholarly journals ANAK SEBAGAI FUTURE MARKET: STUDl AUTOBIOGRAPHICAL MEMORY

2010 ◽  
Vol 9 (1) ◽  
Author(s):  
Eristia Lidia Paramita ◽  
John J.O.I. Ihalauw
Keyword(s):  
Autobiographical Memory ◽  
Junior High School ◽  
Brand Loyalty ◽  
Sampling Method ◽  
Early Age ◽  
Future Market ◽  
Late Period ◽  
Period 2 ◽  
Product Image ◽  
Research Questions

Kids as future market are one of the potential markets. Besides, many factors may influence in the process to be the future market, such as, children’s internal and external environments. This study used one of the psychological concepts, autobiographical memory that focuses on the unforgettable memory in children in their late period (12-14 years). The aims of the study are to describe the use of autobiographical memory in children’s late period and contribute to the understanding of brand loyalty and brand switching, especially in toothpaste product. The research questions are (1) the condition of toothpaste usage in children’s late period; (2) the brands commonly used by the children’s late period; (3) the children’s late period autobiographical memory when they use those brands (4) the willingness to keep on using those brands; and (5) the tendencies to switch brands. Purposive sampling method is used. The sample size is 218 children age 12-14 years old in 2 private and state junior high school. The study used descriptive statistic analysis. The analysis shows that the autobiographical memory is one of the factors to make the children loyal to the brand. However, they also could switch the brand. In their early age, children age 12-14 years old do not have the freedom to purchase products, because their reference groups still have influence in their life. The study shows 71.1% of the sample commonly use Pepsodent, 15% Close Up, Ciptadent, Enzim and Antiplaque are in the third, fourth and fifth place. The product feature, product image, and product accessibility have impacts on the autobiographical memory due to the consumption of the toothpaste. Pepsodent is the most unforgettable toothpaste brand (70.64%), followed by Close Up (31.1%), Ciptadent (21.1%), and Formula (19.27%). The children’s late period are in grey area between loyal to the brand and switch to another brand.The results show several important concepts that are further used to formulate propositions and a model.

A dyadic of employee readiness and job satisfaction

2018 ◽  
Vol 26 (5) ◽  
pp. 842-857 ◽  
Author(s):  
Brian Matthews ◽  
Jamie Daigle ◽  
Melissa Houston
Keyword(s):  
Neural Network ◽  
Job Satisfaction ◽  
Job Performance ◽  
Network Approach ◽  
Theoretical Frameworks ◽  
Dyadic Relationship ◽  
Neural Network Approach ◽  
Content Type ◽  
And Performance ◽  
Leadership Satisfaction

Purpose The purpose of this paper is to examine the linkages between leadership and satisfaction models with neural networks to epistemologically explore both the theoretical and practical basis of these paradigms to analyze the effect employee readiness has on job satisfaction. A review of the literature indicates an absence of a paradigmatic precursor to the satisfaction-performance dyadic. Revisiting theoretical frameworks builds a reconceptualized prism that amalgamates leadership and job satisfaction constituents to form a theoretical scaffold and linkage between employee readiness and job satisfaction. Design/methodology/approach Reviewing the literature explores a theoretical existence of a readiness model preceding the satisfaction-performance paradigm that measures how the amalgam of readiness variables affects job satisfaction. This conceived theory uses a unidirectional model that extends the linear progression and institutes a backwards propagation linkage to the satisfaction-performance linkage using the following unidirectional correlation: readiness-satisfaction→ satisfaction-performance. Using a neural network approach, a total of 160 companies are integrated into a simulation using leadership, satisfaction and readiness variables, with an emphasize on high relationship, to ascertain the effect of readiness on job satisfaction. Findings While there are studies that interchangeably link satisfaction and performance, revisiting the literature provides theoretical insight that validates the formation of a preceding construct that converges leadership and satisfaction constituencies to form a dyadic relationship between readiness and satisfaction. Research has tirelessly attempted to discover variable correlation between job performance and job satisfaction. However, these attempts are met with contradictory results. To truly link employee readiness to the job satisfaction/job performance dyad, a neural network is created, which deduces that random probabilities confirm the continuous exactitude of a positive correlation between readiness and job satisfaction. This, in turn, confirms an existent theoretical precursor to the satisfaction-performance paradigm. The implications of not linking job readiness to satisfaction and performance can potentially leave managers amiss when triangulating performance decline. Reclassifying the satisfaction-performance dyadic corroborates Judge et al.’s (2001) theory that reinventions of this impression should be researched, and Graen and Uhl-Bien’s (1991) conclusive remarks that an evaluation beyond “trait-like” individual differences of leaders is necessary to recognize the leadership paradigm loop, which is inclusive of the leader, the follower and the dyadic relationship. Originality/value This research paper is useful for practitioners and academics to refer as the comparative and intersecting explanation of leadership and job satisfaction models, as it peripherally conveys a legitimate view of a preceding relational construct that will add value to the relevance of employee readiness as it affects job satisfaction. In addition, the neural network approach is a sound and unique method to algorithmically validate the correlation between job satisfaction models and leadership. Through codifying, the environmental variables comprised Herzberg et al.’s (1959) motivation and hygiene factors that are directly related to a leader-member exchange function, an evidentiary linkage validates the literature works of Hersey and Blanchard (2001) and directly links it to job satisfaction precursors.

scholarly journals Customer value perception: cross-generational preferences for wine

2014 ◽  
Vol 116 (7) ◽  
pp. 1128-1142 ◽  
Author(s):  
Klaus-Peter Wiedmann ◽  
Stefan Behrens ◽  
Christiane Klarmann ◽  
Nadine Hennigs
Keyword(s):  
Generation X ◽  
Customer Value ◽  
Age Groups ◽  
Perceived Value ◽  
Future Research ◽  
Social Perceptions ◽  
Subjective Expectations ◽  
Content Type ◽  
Study Results ◽  
Customer Value Perception

Purpose – A deeper understanding of the key drivers of consumer wine perception is a major challenge in the domain of wine marketing. The purpose of this paper is to examine the various dimensions of customer-perceived value that lead the customers – in general and divided into different age groups – to choose and consume a certain wine. Design/methodology/approach – In the exploratory study context of examining value-related consumer attitudes and behavioural effects, the drivers and outcomes of wine consumption based on a cross-generation sample, PLS path modelling was considered for the empirical tests of our hypotheses. Findings – Though there exist differences between Generation X and Generation Y consumers, the empirical results are supportive of the hypothesized positive relations between financial, functional, individual and social perceptions that influence the desire for and the consumption of wine. Research limitations/implications – For future research, the findings presented in the paper support the importance of enlarging the size of the sample and collecting data in different countries to compare the results on an international level. Practical implications – Successful wine marketing strategies should focus on the customer's subjective expectations and individual value perceptions by addressing the specific value aspects that are highly relevant for consumer loyalty. Originality/value – The study results are valuable for researchers, managers and marketers because they address the question of how to measure and forecast the perceived value with the greatest influence on consumers’ wine choices.

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