scholarly journals The consequences of the heritage experience in brand museums on the consumer–brand relationship

2019 ◽  
Vol 53 (10) ◽  
pp. 2193-2212 ◽  
Author(s):  
Mathilde Pulh ◽  
Rémi Mencarelli ◽  
Damien Chaney
Keyword(s):  
Brand Relationships ◽  
Content Type ◽  
Supportive Behaviors ◽  
Brand Relationship ◽  
Physical Setting ◽  
Deep Relationship ◽  
The Relationship ◽  
Practical Implications ◽  
Heritage Experience

Purpose This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a museum, the brand proposes a specific experience that deserves attention because it is based on memory and communal identity, thus creating or strengthening a relationship with consumers. Design/methodology/approach Ethnographic case studies were conducted through direct observation and extensive interviews with 72 visitors at two brand museums, the Fallot Mustard Mill and the House of the Laughing Cow. Findings The results highlight the emergence/strengthening of the relationship between consumers and the brand through the development of intimacy with the brand and the emergence of supportive behaviors toward the brand in the form of commercial support, ambassadorship and volunteering. Research limitations/implications By characterizing and articulating the different relational consequences of visiting a brand museum, this research contributes to the literature dedicated to heritage experiences in consumption contexts and to the literature dedicated to consumer–brand relationships in servicescapes. Practical implications The study shows the necessity of grounding “heritage” in the physical setting of the brand museum to create a meaningful experience for visitors and, in turn, a deep relationship. Managers should treat brand museums as a relational tool in the marketing strategy of the brand and approach them from the perspective of long-term profitability. Originality/value While the literature has examined the spectacular and esthetic experiences brand museums offer, this study is the first to characterize the heritage experience and to document its consequences in terms of the consumer–brand relationship.

HC and financial performance with two HRM strategies

2017 ◽  
Vol 66 (4) ◽  
pp. 459-478 ◽  
Author(s):  
Nopadol Rompho
Keyword(s):  
Human Capital ◽  
Regression Analysis ◽  
Financial Performance ◽  
Lead Time ◽  
Design Methodology ◽  
Strategy Choice ◽  
Content Type ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to examine the relationship between levels of human capital and financial performance of firms that use two distinct human resource management (HRM) strategies. Design/methodology/approach A survey of 128 HRM managers was conducted to assess differences in human capital between firms using different HRM strategies. A multiple regression analysis was used to investigate the relationship between firms’ human capital and financial performance. Findings The results show that companies employing a make-organic strategy have a higher level of human capital than companies employing a buy-bureaucratic strategy. There was no relationship between the level of human capital and long term financial performance of firms with both make-organic and buy-bureaucratic strategies. Research limitations/implications This research contributes toward understanding the effect of HRM strategy and facilitates an optimal strategy choice depending on the organization. However, this study did not consider the lead time between changes in human capital and the effect on financial performance. Practical implications The research encourages firm managers to understand the value of human capital, preparing them for changes in the future. Originality/value This study is among the first to investigate the relationship between human capital and financial performance considering different HRM strategies.

scholarly journals The impact of brand concept on brand equity

2017 ◽  
Vol 11 (2) ◽  
pp. 233-245 ◽  
Author(s):  
Joo-Eon Jeon
Keyword(s):  
Brand Equity ◽  
Emotional Attachment ◽  
Brand Performance ◽  
Brand Relationships ◽  
Content Type ◽  
Customer Commitment ◽  
Brand Relationship ◽  
Brand Concept ◽  
The Impact ◽  
The Relationship

PurposeResearches on the impact brand equity have grown considerably in recent years, as it has been shown to have significant impact on a company’s financial performance. This paper aims to empirically test the relationships between brand concepts and brand equity, while exploring the mediating roles of emotional attachment and customer commitment. Design/methodology/approachThe research investigates the effect of brand concept on the customer–brand relationship and brand performance. Additionally, it examines how the relationship between brand concept and brand equity is mediated by customer–brand relationships such as emotional attachment and commitment. FindingsThe results empirically demonstrate the important contribution of the three brand concepts to brand equity. The results empirically demonstrate the important contribution of the three-brand concept to customer commitment and to brand equity that has been predicted by prior research. Originality/valueThe main contribution of this study is to demonstrate the effects of the brand concepts related to aesthetic, functional and symbolic benefits on brand equity. From this, brand equity may be viewed as a link in the path of effects that indirectly connects brand concepts with market performance. Brand concept, emotional attachment and customer commitment are relevant constructs underlying brand equity, and commitment and loyalty are key mediating variables in relational exchanges.

Exploring mentoring across gender, race, and generation in higher education

2019 ◽  
Vol 8 (1) ◽  
pp. 2-18 ◽  
Author(s):  
Sydney Freeman Jr ◽  
Frances Kochan
Keyword(s):  
Higher Education ◽  
Mentoring Relationships ◽  
White Female ◽  
Content Type ◽  
Mentoring Relationship ◽  
The Usa ◽  
Extensive Body ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to examine a long-term mentoring relationship between a White female from the Traditional Generation and an African American male from the Xennial Generation, as engaged in a mentoring relationship within higher education institutions in the USA. The study investigated if, how and to what degree the differences and similarities between them influenced their mentoring relationship. Design/methodology/approach The authors used an autoethnographic approach involving extensive questioning, dialoguing, note keeping and analysis over eight months. Findings The analysis suggested that race had the greatest influence on the relationship. The primary reasons for mentoring success were similarities in family backgrounds and commonly held values. Research limitations/implications This study may not be generalizable to mentoring relationships that do not involve cultural differences in race, age or gender. Practical implications The paper offers a model for the types of strategies individuals can use in cross-racial mentoring endeavors to help build and sustain these relationships. It also includes suggestions for individuals engaged in mentoring relationships, which include gender, race or age differences, and organizations seeking to enhance diversity within their institutions. Originality/value There is not an extensive body of research on individual cross-racial, gender and generational mentoring that provides an analysis of the experience of those involved. Additionally, the model presented for examining cross-racial mentoring relationships is unique.

Consumers and their celebrity brands: how personal narratives set the stage for attachment

2020 ◽  
Vol 29 (6) ◽  
pp. 831-847
Author(s):  
Bennie Eng ◽  
Cheryl Burke Jarvis
Keyword(s):  
Personal Narratives ◽  
Professional Lives ◽  
Moderating Effects ◽  
Brand Relationships ◽  
Brand Attachment ◽  
Content Type ◽  
Relationship Norms ◽  
The Relationship ◽  
Practical Implications

Purpose This paper aims to demonstrate how consumer attachment to celebrity brands is driven by perceived narratives about the celebrity’s persona, which triggers communal (i.e. altruistic) relationship norms. The research investigates the differential role of narratives about celebrities’ personal vs professional lives in creating attachment and identifies and tests moderating effects of narrative characteristics including perceived source of fame, valence and authenticity. Design/methodology/approach Three online experiments tested the proposed direct, meditating and moderating relationships. Data was analyzed using mediation analysis and multiple ANOVAs. Findings The results suggest relationship norms that are more altruistic in nature fully mediate the relationship between narrative type and brand attachment. Additionally, personal narratives produce stronger attachment than professional narratives; the celebrity’s source of fame moderates narrative type and attachment; and on-brand narratives elicit higher attachment than off-brand narratives, even when these narratives are negative. Practical implications The authors offer recommendations for how marketers can shape celebrity brand narratives to build stronger consumer attachment. Notably, personal (vs professional) narratives are critical in building attachment, especially for celebrity brands that are perceived to have achieved their fame. Both positive and negative personal narratives can strengthen attachment for achieved celebrity brands, but only if they are on-brand with consumer expectations. Originality/value This research is an introductory examination of the fundamental theoretical process by which celebrity brand relationships develop from brand persona narratives and how characteristics of those narratives influence consumer-brand attachment.

Culture and tourism: natural partners or reluctant bedfellows? A perspective paper

2019 ◽  
Vol 75 (1) ◽  
pp. 232-234 ◽  
Author(s):  
Greg Richards
Keyword(s):  
Cultural Tourism ◽  
Cultural Institutions ◽  
Major Work ◽  
Content Type ◽  
The Past ◽  
Cultural Field ◽  
The Everyday ◽  
The Relationship ◽  
Practical Implications

Purpose This paper aims to review the development of the relationship between culture and tourism over the past 75 years and outline some future developments over the coming 75 years. Design/methodology/approach This paper is based on a review of previous major work on cultural tourism. Findings Tourism and culture have been drawn inexorably closer over the years as culture has become one of the major content providers for tourism experiences, and tourism has become one of the most important income streams for cultural institutions. In the future, this is likely to change, as cultural institutions find it increasingly difficult to maintain their authority as the dominant producers of local, regional and national culture and as tourism becomes increasingly integrated into the everyday culture of the destination. Practical implications Cultural institutions will need to change their relationship with tourism as flows of tourists become more prevalent and fragmented. Social implications The authority of high cultural institutions will be eroded as tourists increasingly seek authenticity in the culture of everyday life and the ‘local’. Originality/value This study reviews the dynamics of the cultural field and sketches the long-term future development of the relationship between tourism and culture.

The impact of asymmetric perceptions of buyer-supplier governance mechanisms on relational rents

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Evelyne Vanpoucke ◽  
Martin Wetzels ◽  
Frank Rozemeijer ◽  
Marion Pilzak-Blonska
Keyword(s):  
Boundary Spanners ◽  
Preferential Treatment ◽  
Governance Mechanisms ◽  
Open Communication ◽  
Supplier Relationships ◽  
Content Type ◽  
The Impact ◽  
The Relationship ◽  
Practical Implications

PurposeBuyers and suppliers often perceive relationship governance mechanisms, such as trust and contractual fairness, in different ways. These differences in perception create an extra layer of complexity that is often ignored in the extant literature. This study adds to the understanding of how perceived asymmetries in trust and contractual fairness, two key relationship governance mechanisms, impact relational rents. This study also analyzes how boundary spanners aid managers to deal with these perceived asymmetries.Design/methodology/approachBased on survey data of 103 buyer–supplier dyads from a single global manufacturer of industrial equipment, the authors test hypotheses of perceived asymmetries in trust and contractual fairness, as well as the moderating effect of boundary spanners, on relational rents.FindingsThis research challenges the belief that asymmetries negatively impact or lead to unstable buyer–supplier relationships. Furthermore, it explains how preferential treatment and length of the relationship could reduce the impact of asymmetric perceptions.Practical implicationsThis study stresses that open communication, which considers different viewpoints, helps to overcome the negative differences in attitude and perception. In addition, the authors found that long-term relationships seem to be far more resilient in dealing with asymmetries and that preferential treatments are best applied in (approximately) symmetric relationships in terms of contractual fairness.Originality/valueWhile studies on buyer–supplier relationships often assume symmetric perceptions of governance mechanisms, asymmetric perceptions are far more prominent in reality. This study aims to improve one’s understanding of the impact of these asymmetries as well as how boundary spanners can affect these perceptions.

scholarly journals Exploring children’s reactions to sponsorship transition: a study of interpersonal and pro-social demands

2020 ◽  
Vol 21 (4) ◽  
pp. 419-433
Author(s):  
Robert James Thomas ◽  
Gareth Reginald Terence White ◽  
Anthony Samuel
Keyword(s):  
Social Exchange ◽  
Design Methodology ◽  
Transition Period ◽  
Direct Application ◽  
Brand Relationships ◽  
Content Type ◽  
Perceptions And Attitudes ◽  
Manchester City ◽  
Practical Implications

Purpose The purpose of this study is to evaluate children’s perceptions and attitudes towards sponsorship transition, specifically the change from Nike to PUMA as kit sponsors for Manchester City Football Club (MCFC) in July 2019. Design/methodology/approach A sample of 368 children, between 7 and 16 years of age were recruited for the study. Using electronic diaries, 1,577 diary entries were captured between February 2019 and March 2020. Findings Data reveals that children conceptualise sponsorship as a social exchange, with sponsoring brands seen as human entities and interaction with them reflecting the dynamism of social and familial relationships. Consequently, children in this study demanded prosocial and interpersonal behaviours from sponsors and sponsee during the transition period. Research limitations/implications The research has an immediate and direct application for brand managers and the sponsee when considering terminating long-term sponsorship. Both the departing and incoming sponsors can maximise their relationships with these younger fans through an orchestrated departure, arrival and dedicated handover. Practical implications The findings enable marketing brand managers to effectively evaluate sponsor transition to maximise opportunities to maintain, and indeed start, brand relationships with younger fans. Originality/value This is the first study that has examined sponsorship children’s responses to sponsorship transition.

The effects of the salesperson’s characteristics on buyer-seller relationships

2015 ◽  
Vol 30 (5) ◽  
pp. 616-625 ◽  
Author(s):  
Yonghoon Choi ◽  
Ying Huang ◽  
Brenda Sternquist
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Supplier Relationships ◽  
Content Type ◽  
Sales Professionals ◽  
The Social ◽  
The Relationship ◽  
Practical Implications ◽  
Seller Relationship

Purpose – This paper aims to examine the influence of the salesperson’s characteristics (organizational commitment [OC] and disposition to innovate) on buyer’s behaviors in buyer – supplier relationships. A model is proposed depicting the effects of the salesperson’s OC and disposition to innovate on buyer’s long-term orientation and opportunism through partner-specific value to the buyer. Design/methodology/approach – Data were collected from 155 sales professionals of Japanese manufacturers. Structural equation modeling was used to analyze the data. Findings – As predicted, the salesperson’s OC and disposition to innovate enhance buyer’s long-term orientation through providing partner-specific value to the buyer, and in turn, buyer’s long-term orientation mitigates opportunism. Practical implications – The salesperson plays an important role for developing and maintaining Buyer-seller relationships. Based on authors’ results, firms should promote salespeople’s OC because a highly committed salesperson is likely to be more innovative when managing the relationship with the buyer and, in turn, increase the relationship-specific value to the buyer. Originality/value – This study makes two contributions to Buyer-seller relationship literature. First, previous studies on the salesperson focus on the social aspects in the relationship. This study, however, examines the salesperson characteristics in the exchange, and the results reveal the importance of including the salesperson characteristics in studying Buyer-seller relationships. Second, this study proposes the salesperson’s partner-specific value as a key boundary-spanning aspect mediating the salesperson characteristics and buyer’s behaviors in Buyer-seller relationships. The results confirm the argument, thus providing impetus for further studying different types and dimensions of transaction-specific assets in Buyer-seller relationships.

Relational bonding strategies in the franchise industry: the moderating role of duration of the relationship

2015 ◽  
Vol 30 (7) ◽  
pp. 830-841 ◽  
Author(s):  
Yong-ki Lee ◽  
Sally Kim ◽  
Min-Seong Kim ◽  
Jae-Han Lee ◽  
Ki-Taek Lim
Keyword(s):  
Design Methodology ◽  
Research Model ◽  
Content Type ◽  
Different Types ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role ◽  
Practical Implications

Purpose – This paper aims to examine the effect of different relational bonding strategies on franchisees’ perceptions of benefits. The duration of the relationship is framed as a moderator between three types of relational bonds and the perceived benefits. Design/methodology/approach – The data are collected via a survey from foodservice franchisees in South Korea. To test the study’s hypotheses, the research model was estimated with two-stage least squares. Findings – The result shows that social and structural bonds have a significant impact on franchisees’ perceptions of benefits. There are some significant interactions between different types of relational bonds and the duration of the relationship. Perceptions of benefits are found to influence satisfaction, intentions to recommend, intentions to renew the contract and long-term orientation. Practical implications – The study suggests that franchisors may want to focus on developing and strengthening social bonds, and also customize their relational approaches based on the duration of the relationship with the franchisees. Originality/value – This research illustrates the impact of three types of relational bonding strategies on franchisees’ perceptions of the benefits and also examines the significant moderating role of the duration of the relationship.

scholarly journals Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement

2019 ◽  
Vol 9 (1) ◽  
pp. 10 ◽  
Author(s):  
Mónica Gómez-Suárez
Keyword(s):  
Theoretical Model ◽  
Empirical Models ◽  
Active Engagement ◽  
Critical Approach ◽  
Brand Relationships ◽  
Brand Attachment ◽  
Brand Relationship ◽  
Using Data ◽  
The Relationship

This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the interest of both practitioners and researchers lately. Based on the consumer–brand relationship literature, a theoretical model is proposed. Using data obtained from a survey to 320 consumers from Madrid (Spain), the results show that only two constructs actually exist: attachment and active engagement, with love being part of attachment (passion) or engagement (long-term relationship). Thus, emotional attachment must be based on emotions that generate captivation. This admiration activates engagement, turning the consumer into the best brand promoter.

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