scholarly journals How a sustainable message affects brand attributes

2016 ◽  
Vol 116 (3) ◽  
pp. 466-482 ◽  
Author(s):  
Ruben Huertas-Garcia ◽  
Carolina Consolación ◽  
Marta Mas-Machuca
Keyword(s):  
Brand Equity ◽  
Design Methodology ◽  
Consumer Preferences ◽  
Perceived Usefulness ◽  
Advertising Campaign ◽  
Content Type ◽  
Managerial Implications ◽  
Brand Attributes ◽  
And Performance ◽  
Practical Implications

Purpose – The purpose of this paper is to understand how an advertising campaign incorporating an ecological message affects heuristic structure of consumer preferences for hedonic (design and aesthetics) and utilitarian benefits (functionality and performance) provided by the product advertised. Also, the second objective is to reach an understanding of how brand equity moderates these relationships. Design/methodology/approach – The paper proposes a two-stage study: a qualitative and exploratory part, in which the authors seek to determine the most important hedonic and utilitarian attributes as well as strong and weak brands, and a quantitative and causative part to test the hypothesis proposed. Findings – The results show that when the brand advertised incorporates an ecological message, consumers show a greater preference for hedonic attributes than when the advertisement does not incorporate this message. On the other hand when the brand incorporating the sustainable message is weaker, consumers show a greater preference for hedonic attributes than when it is stronger. Practical implications – The result shows important managerial implications for companies with weaker brands, since it indicates that it is much more profitable, in terms of consumer’s perceived usefulness, to invest in social and ecological actions than stronger brands. Originality/value – Analyse how the used of ecological messages can modify consumer’s heuristic according to utilitarian and hedonics attributes.

Exploring lack of closure as a brand transgression

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jacqueline Burgess ◽  
Christian Jones
Keyword(s):  
Brand Equity ◽  
Thematic Analysis ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Brand Management ◽  
Negative Word ◽  
Television Series ◽  
Content Type ◽  
Brand Transgression ◽  
Practical Implications

Purpose This study aims to contribute to research into narrative brands by investigating if the lack of closure in the ambiguous season two’s ending of the Australian television series, Wanted, constituted a brand transgression. Design/methodology/approach Comments on posts about Wanted from social media accounts associated with the series were downloaded and analysed using thematic analysis informed by non-participatory netnography. Findings Audiences found the ambiguous ending of Wanted season two disappointing and it did not fulfil implied promises and their expectations, which fits the description of a brand transgression, and so they engaged in behaviours indicative of a brand transgression such as spreading negative word of mouth online. The ambiguous ending could have been a cliff-hanger to lead into a third season that was not guaranteed when the final episode aired, or the ending for the entire series. Although a third season was eventually made and positively received by audiences, viewer numbers declined by nearly a third, illustrating the importance of brand management for narrative brands. Practical implications This research has implications for the creators of television series, particularly if they do not know if it will be renewed. Not providing audiences with their expected closure can constitute a brand transgression and damage the narrative brand’s residual brand equity and potential earnings from streaming or a revival at a later date. Originality/value Prior research has focused on audiences’ responses to definitive endings, rather than ambiguous endings, which is the focus of this research. Furthermore, narrative brands are still an under-researched context.

scholarly journals Effective contracting for high operational performance in projects

2019 ◽  
Vol 39 (2) ◽  
pp. 294-325 ◽  
Author(s):  
Maria Kapsali ◽  
Jens K. Roehrich ◽  
Pervaiz Akhtar
Keyword(s):  
Comparative Analysis ◽  
Fuzzy Set ◽  
Design Methodology ◽  
Qualitative Comparative Analysis ◽  
Operational Performance ◽  
Future Research ◽  
Content Type ◽  
Contractual Incompleteness ◽  
Managerial Implications ◽  
Practical Implications

Purpose The purpose of this paper is to examine combinations of contract clauses in order to ascertain which combinations correlate to high operational performance (OP). Design/methodology/approach Two hypotheses were formulated from contracting theory and tested on data collected from 45 projects. Fuzzy set qualitative comparative analysis was used and validated with multiple regression and simulation. Findings The hypotheses were tested to determine whether combinations of classical, relational, and/or associational contract clauses correlate to high OP. The results show that whereas high OP correlates to combinations of relational and associational contract clauses, classical and relational clauses should not be combined. Research limitations/implications Directions are proposed to guide future research in order to produce a more nuanced testing of contractual complementarity. Practical implications The managerial implications of the findings include a more thorough understanding of the use of contract clauses and of which clauses managers should combine to achieve high OP. Originality/value This study contributes to the theory of contractual incompleteness and complementarity, specifically in the context of project contracting. The analysis produced two theoretical implications: first, that better performing contracts are created when combining relational and associational contract clauses; and second, that in projects, relational and classical contract clauses are not complementary with regards to realizing high OP.

scholarly journals Environmental determinants of destination competitiveness and its Tourism Attractions-Basics-Context, A-B-C, indicators

2020 ◽  
Vol 25 (50) ◽  
pp. 425-449 ◽  
Author(s):  
Lalita A. Manrai ◽  
Ajay K. Manrai ◽  
Stefanie Friedeborn
Keyword(s):  
Environmental Factors ◽  
Design Methodology ◽  
Future Research ◽  
Review Of The Literature ◽  
Environmental Determinants ◽  
Content Type ◽  
Destination Competitiveness ◽  
Managerial Implications ◽  
Tourism Attractions ◽  
Practical Implications

Purpose The purpose of this paper is to provide a comprehensive review of the literature and develop a model of the determinants, indicators and effects of destination competitiveness (DC), as well as several propositions. Design/methodology/approach This study thoroughly reviewed extant literature to develop a conceptual model and propositions. Findings Two key findings are listed below. First, 12 different environmental factors are identified and 12 propositions are developed linking these environmental factors to DC. Second, a new indicator of DC is developed, namely, Tourism Attractions-Basics-Context (TABC) model. The TABC model is simple and directly taps into the benefits tourists seek in a destination. Research limitations/implications Directions for future research are discussed in detail in the paper. Practical implications Managerial implications are discussed in detail in the paper. Originality/value The extant research on the topic of DC has been rather fragmented and incomplete in scope. The research presented in this paper addresses these limitations.

Studying customers’ resource integration by service employees in interactional value co-creation

2016 ◽  
Vol 30 (2) ◽  
pp. 152-164 ◽  
Author(s):  
Loïc Plé
Keyword(s):  
Conceptual Framework ◽  
Design Methodology ◽  
Customer Participation ◽  
Resource Integration ◽  
Service Dominant Logic ◽  
Content Type ◽  
Service Employees ◽  
Dominant Logic ◽  
Managerial Implications ◽  
Practical Implications

Purpose Noting that resource integration is a pivotal dimension of value co-creation in Service-Dominant logic, this paper aims to explore how service employees engaged in co-creation processes with customers integrate the latter’s resources. Design/methodology/approach To address the limitations of previous research on customer resources and their integration by service employees, this study turns to the concept of customer participation to identify the nature of customers’ resources. A conceptual framework of their integration by service employees underpins nine key propositions. This foundation leads to the development of theoretical contributions, managerial implications and avenues for research. Findings Customers can use 12 types of resources in value co-creation. Contrasting with earlier findings, the conceptual framework reveals that service employees may not only integrate these customers’ resources but also either misintegrate or not integrate them. Non-integration and misintegration may be intentional or accidental. Accordingly, value co-creation or co-destruction may result from interactions. Research limitations/implications This conceptual and exploratory text requires complementary theoretical and empirical investigations. It also does not adopt an ecosystems view of co-creation. Practical implications Knowing the different steps of resource integration and what influences them should increase the chances of value co-creation and limit the risks of value co-destruction. Originality/value Scant research has examined the nature of customer resources and how service employees integrate them. This paper also is the first to distinguish among resource integration, misintegration and non-integration.

The anatomy of the inconspicuous luxury fashion experience

2018 ◽  
Vol 22 (1) ◽  
pp. 129-156 ◽  
Author(s):  
Marian Makkar ◽  
Sheau-Fen Yap
Keyword(s):  
Consumer Behavior ◽  
Relationship Marketing ◽  
Design Methodology ◽  
Exploratory Research ◽  
Symbolic Consumption ◽  
Content Type ◽  
Starting Point ◽  
Managerial Implications ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to address the following questions: how do consumers construct meaning around their inconspicuous luxury fashion experiences? What desires do inconspicuous consumers strive to fulfill? What sentiments do they associate with their inconspicuous luxury fashion consumption? Design/methodology/approach This exploratory research begins with a netnographic study of 11 online luxury blogs followed by in-depth interviews and home observations of ten luxury consumers with inconspicuous preferences in Dubai. Findings Inconspicuous choices are not simply for associative or dissociative motivations but several symbolic consumption schemas come into play. A typology of inconspicuous luxury fashion consumers has emerged: fashion influencers, trendsetters, fashion followers, and luxe conservatives. Practical implications The findings have potential to yield important managerial implications for fashion retailers and brand communications. The typology of inconspicuous consumers provides a basis for developing a more targeted relationship marketing program for luxury fashion brands. Originality/value This research advances luxury knowledge in fashion and consumer behavior research by unveiling how consumers construct meanings around their inconspicuous consumption. The typology developed in this study marks the starting point for further extensions to explore the complexities of inconspicuous luxury consumers, which are grounded in the roles they take on in society, how they plan their luxury consumption journey and how they eventually use these possessions for self-identification and communication to others.

Used vehicle global supply chains: perspectives on a direct-import model

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yangyan Shi ◽  
Tiru Arthanari ◽  
V.G. Venkatesh ◽  
Samsul Islam ◽  
Venkatesh Mani
Keyword(s):  
New Zealand ◽  
Time Management ◽  
Design Methodology ◽  
Structured Interview ◽  
Global Supply Chains ◽  
Business Practices ◽  
Content Type ◽  
And Performance ◽  
Key Aspects ◽  
Practical Implications

Purpose This study aims to provide a comprehensive understanding of the supply chain (SC) operations of importing used vehicles into New Zealand and how such SCs affect business practices and performance. Design/methodology/approach The study uses an exploratory qualitative semi-structured interview approach to interview the different stakeholders involved in the global used vehicle SC. Findings The research identifies the overall network structure of the used import vehicle SC from Japan to New Zealand and characterises key aspects of its operations and network connections. This paper finds that Japanese buying agents have integrated increasing numbers of services to provide a trouble-free trading platform, which has created a direct-import model for used vehicle companies in New Zealand. Practical implications The findings and recommendations are useful in designing and managing the used vehicle SC for all stakeholders and effective real-time management of uncertain factors. Originality/value The paper primarily analyses SC operations by researching the cooperation and coordination between SC components and networks, based on providing the flow of used vehicles from Japan to New Zealand. It constitutes a pioneering practice-perspective research paper in this domain.

Market orientation and women-owned SMEs performance

2020 ◽  
Vol 9 (2) ◽  
pp. 215-234 ◽  
Author(s):  
Muhammad Amir Rashid ◽  
Masood Nawaz Kalyar ◽  
Imran Shafique
Keyword(s):  
Market Orientation ◽  
Entrepreneurial Orientation ◽  
Design Methodology ◽  
Strategic Decision ◽  
Hierarchical Regression ◽  
Full Potential ◽  
Survey Questionnaire ◽  
Content Type ◽  
And Performance ◽  
Practical Implications

PurposeThis research aims to investigate the contingent effect of entrepreneurial orientation (EO) and strategic decision responsiveness (SDR) on the link of market orientation (MO) and performance of women-owned small and medium-sized enterprises (WSMEs).Design/methodology/approachData were collected from 909 WSMEs of Punjab province Pakistan through survey questionnaire. Hierarchical regression is employed to perform the analysis.FindingsResults reveal that although higher-level dimensions of MO directly affect the WSMEs performance, however this linkage becomes stronger under SDR and higher-level dimensions of EO.Practical implicationsManagers should emphasis on the demonstration of EO's dimensions and SDR to utilize the full potential of MO to promote WSMEs performance.Originality/valueTo study the contingent effect of SDR and EO's dimensions in the MO–WSMEs performance nexus is the novelty of this study.

Emotional comprehension of a name-brand coffee shop: focus on lovemarks theory

2019 ◽  
Vol 31 (3) ◽  
pp. 1046-1065 ◽  
Author(s):  
HakJun Song ◽  
So Young Bae ◽  
Heesup Han
Keyword(s):  
Brand Loyalty ◽  
Design Methodology ◽  
Emotional Experiences ◽  
Coffee Shop ◽  
Brand Love ◽  
Content Type ◽  
Structural Relationships ◽  
And Performance ◽  
Self Administered Questionnaire ◽  
Practical Implications

Purpose This study aims to identify the structural relationships among the drivers of lovemarks (mystery, sensuality, intimacy, trust, reputation and performance), lovemarks (brand love and brand respect) and loyalty of a name-brand coffee shop. Design/methodology/approach To this end, a self-administered questionnaire survey was conducted, and after eliminating the outliers, a total of 401 data were analyzed using the SPSS and AMOS statistical packages. Findings The results of the current study indicate that both customers’ brand love and respect are positively related to their brand loyalty and sensuality, intimacy, trust among drivers of lovemarks directly affecting their brand loyalty, suggesting that the theory of lovemarks is useful to understand the process of generating brand loyalty. Moreover, it was revealed that reputation and performance are significant antecedents of brand respect, while mystery, sensuality and intimacy are important to explain brand love. Practical implications The present research informed that effectively dealing with two constituents of lovemarks (brand love and brand respect) are of utmost importance in building patrons’ brand loyalty. In addition, patrons’ cognitive and emotional experiences should be improved to boost the level of loyalty for a name-brand coffee shop. Originality/value This study made a contribution to the literature by conceptually and empirically evaluating lovemarks’ dimensions simultaneously in the name-brand coffee shop environment. In addition, this research was the first attempt to explicate loyalty formation for a name-brand coffee shop by using the lovemarks theory.

Brand expansion through reverse socialization: an example of iPhone in China

2020 ◽  
Vol 23 (1) ◽  
pp. 1-20
Author(s):  
Ruoshui Jiao ◽  
Jack Wei
Keyword(s):  
Design Methodology ◽  
Positive Influence ◽  
Cross Cultural ◽  
Cultural Barriers ◽  
Chinese Consumers ◽  
Content Type ◽  
Global Brands ◽  
Symbolic Meanings ◽  
Managerial Implications ◽  
Practical Implications

Purpose One of the greatest challenges that global brands face as they expand into new markets and segments is overcoming social and cultural barriers that prevent them from being accepted by consumers. By drawing on theories of Mead’s prefigurative cultures, reverse socialization and symbolic interactionism, this paper aims to investigate the process of reverse socialization, the antecedents and its impact on parents’ attitude toward the reverse socialized brand. Design/methodology/approach Using in-depth interviewing method, data were collected from 20 Chinese consumers by capturing the accounts of both parents and their children involved in reverse socialization. The interpretive content analysis was used to study the data. Findings Reverse socialization exerts positive influence on brand attitude and facilitates parents’ adoption of the socialized brand. The brand has acquired additional symbolic meanings for Chinese consumers, which in turn enhances self-brand connections among them. Practical implications Managerial implications include strategies for cross-cultural marketers to maximize the acceptance of brands by elderly consumers through reverse socialization and efficiently expand the brands’ market into more segments. Originality/value As the first research of its kind (to the authors’ knowledge), the findings fill a gap in the marketing literature by demonstrating adult children’s influence on parents through reverse socialization.

Perceived interviewee anxiety and performance in telephone interviews

2018 ◽  
Vol 6 (3) ◽  
pp. 320-332 ◽  
Author(s):  
Debora Jeske ◽  
Kenneth S. Shultz ◽  
Sarah Owen
Keyword(s):  
Experimental Design ◽  
Design Methodology ◽  
Telephone Interview ◽  
Subjective Assessment ◽  
Audio Recording ◽  
Content Type ◽  
Telephone Interviews ◽  
And Performance ◽  
Practical Implications

Purpose The purpose of this paper is to focus on the role of interviewee anxiety as a predictor of perceived hireability (Study 1, n=82) and job suitability (Study 2, n=74). Design/methodology/approach Using an experimental design, participants were randomly allocated to one of two conditions (an audio recording of either a confident or anxious job candidate with identical scripts) and asked to take the role of an interviewer. Findings The anxious interviewee (played by an actor) was consistently rated as less hireable (in a combined sample based on Studies and 2), less suitable to the job and received less favorable hiring recommendations (as assessed in Study 2) than the confident interviewee (played by the same actor). Research limitations/implications The study was conducted with students who may have less interview experience than experienced interviewers. Practical implications The results suggest that anxiety has a negative biasing effect on perceived hireability and job suitability ratings. In other words, the behavioral manipulation of anxiety affects hireability ratings, independent of any subjective assessment of anxiety. Originality/value The findings provide evidence of an anxiety bias in telephone interview settings. The results highlight the importance of considering anxiety cues when training employment interviewers.

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