Effects of country of origin and importers’ innovativeness in new product trials

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Giovanna Pegan ◽  
James Reardon ◽  
Donata Vianelli
Keyword(s):  
Online Survey ◽  
Country Of Origin ◽  
Product Category ◽  
Personal Characteristics ◽  
Linear Modeling ◽  
Content Type ◽  
Positive Effects ◽  
Critical Issues ◽  
Managerial Implications ◽  
Industrial Purchasing

Purpose The purpose of this study is to seek to investigate whether and how country of origin (COO) cues – category-country image (CCI) and typicality – and importers’ domain-specific innovativeness (DSI) influence importers’ propensity to the trial new value and premium products. Moreover, it aims to understand whether and how the relationship between the COO effect and industrial purchase intentions is moderated by importers’ propensity to innovate (DSI). Design/methodology/approach International importers completed a quantitative online survey. Factor analysis was used to summarize the latent constructs into orthogonal scores. General linear modeling was applied to the scores to test the hypotheses. Findings The results indicate that importers’ propensity to trial value products is directly influenced by CCI and importers’ DSI. For premium products, typicality has a positive effect on their propensity to trial. Also, CCI and DSI have positive effects on the trial of value products, and the effect is more pronounced than for premium products. Importers’ DSI positively moderates CCI in premium product trials, while it negatively moderates typicality in value products. Practical implications This research provides important managerial implications for practitioners seeking to increase foreign sales, strengthening importers’ product perceived value through COO cues. Exporters should distinguish between value and premium products and, in the selection of international channel partners, they must be attentive to importers’ personal characteristics, such as their propensity to innovate. Exporters selling value products should communicate CCI more clearly and, when targeting innovative importers, opt for atypical products instead of traditional ones. For premium products, which require more complex decisions, exporters should especially underscore product typicality and, with innovative importers, emphasize positive CCI. Originality/value By focusing on the two critical issues of product selection and price levels, this study’s original contribution is to emphasize that, for the same product category, in industrial purchasing decisions of value versus premium products, the COO effect can be different. It also highlights the importance of investigating the COO effect by concentrating on industrial buyers’ personal characteristics, here the DSI of importers, as moderating variables.

scholarly journals Advertising and country-of-origin images as sources of brand equity and the moderating role of brand typicality

2017 ◽  
Vol 12 (2) ◽  
pp. 153-170 ◽  
Author(s):  
Sandra Maria Correia Loureiro ◽  
Hans Ruediger Kaufmann
Keyword(s):  
Brand Equity ◽  
Positive Impact ◽  
Country Of Origin ◽  
Product Category ◽  
Potential Effect ◽  
Perceived Quality ◽  
Consumer Involvement ◽  
Content Type ◽  
Managerial Implications ◽  
Structural Path

Purpose The purpose of this paper is twofold: first, to explore the influence of an individual’s attitude towards advertising and country-of-origin (COO) images (brand origin (BO) and country of manufacture (COM)) on brand equity creation; and second, to investigate how brand typicality moderates the effect of BO macro image on perceived quality. Design/methodology/approach The data to test the hypotheses were elicited from a consumer survey in the Greater Lisbon area (305 Portuguese consumers). The product category of smartphones was selected for two main reasons: it has not been extensively analysed in previous studies on the subject of brand equity; it is a device well-known to Portuguese consumers (particularly in the Greater Lisbon area). Three criteria guided the selection of the brands. The first criterion is to select brands which are well-known to consumers. The second is to choose brands with a distinctive BO and a main COM. The third and final criterion is to consider brands in different positions in the brand ranking. In order to estimate structural path coefficients, R2, Q2, and bootstrap techniques, the current study employs the partial least squares approach. Findings The results show that individuals’ attitudes towards advertisements have a positive impact on brand equity creation, whereas those towards the COM do not significantly influence brand equity creation. Attitudes towards BO only have a partial influence. Brand typicality, however, exerts a significant direct effect on brand equity dimensions and, hence, does not have a significant moderating effect. Research limitations/implications The authors suggest analysing the influence of COO on dimensions of brand equity considering consumer segmentation, types of industry and a range of brands, as well as different levels of consumer involvement with the product category. Several brands with the same COO should be analysed in order to understand whether the effects on brand equity depend on the product category. Although the current study is a first attempt to combine the potential effect of individuals’ attitudes towards advertisements and COO on creating brand equity, further research should examine additional potential antecedents of brand equity. Finally, cross-cultural studies are recommended. Practical implications Regarding managerial implications, three main aspects should be taken into consideration. First, creative, original and different advertising strategies are more effective than the COO in creating brand equity and, consequently, in building loyalty among smartphone consumers. Second, consumers do not tend to care about the place, country or region where the smartphone is produced, but the image of the country where the brand originated may be important. Finally, managers should be aware that, at least, in the smartphone sector, the way consumers create favourable associations with the brand and typicality, trust the company and consider it good value for money, are more effective in building brand loyalty than the perceived quality of the product/brand. Social implications Relating to the interrelationship between COO and brand equity, the results of the current study prove that the effects of COO are category specific. Therefore, more studies focussed on other contexts of products and brands are still needed to know in more detail how COO exerts an influence on brand equity dimensions. Even within a product category context, the results can depend on individual brands being analysed. Originality/value To the knowledge of the authors, this study is the first to investigate the dual (simultaneous) effect of individuals’ attitudes towards advertisements and COO images on brand equity dimensions. Adding to the originality of the paper, the category of smartphone with respect to brand equity has not been extensively analysed in previous studies.

Antecedents of co-development and its effect on innovation performance

2019 ◽  
Vol 57 (7) ◽  
pp. 1609-1637 ◽  
Author(s):  
Hung-Tai Tsou ◽  
Ja-Shen Chen ◽  
Ya-Wen (Diana) Yu
Keyword(s):  
Partner Selection ◽  
Business Environment ◽  
Innovation Performance ◽  
Content Type ◽  
It Capability ◽  
Positive Effects ◽  
Business Ecosystem ◽  
Managerial Implications ◽  
Ict Industry ◽  
Survey Responses

Purpose In the contemporary business environment, companies must constantly consider methods to enhance their competitive advantage and create value for their customers. The purpose of this paper is to develop a research model based on a business ecosystem view. Within a business ecosystem, the authors identified the key factors of co-development and the manner in which these factors affect a company’s innovation performance. Design/methodology/approach The theoretical hypotheses are confirmed by partial least squares analysis of survey responses collected from information and communication technology (ICT) and hotel industries in Taiwan. Findings In both industries, the results suggest that a firm’s co-development within its own ecosystem has positive effects on innovation performance. For companies in the ICT industry, collaborative networks and partner selection have significant impacts on the firms’ co-development, but their information technology (IT) capability does not; in contrast, in the hotel industry, partner selection and IT capability have significant impacts on firm co-development, but their collaborative network does not. Originality/value This study contributes to the literature of business ecosystem and co-development by offering a co-development model. As both conceptual and empirical research on this topic is still underdeveloped, this study provides fresh insights into collaboration management and offers significant theoretical and managerial implications from a business ecosystem perspective.

scholarly journals Revisiting customer loyalty toward mobile e-commerce in the hospitality industry: does brand viscosity matter?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jialin Snow Wu ◽  
Shun Ye ◽  
Chen Jerry Zheng ◽  
Rob Law
Keyword(s):  
Online Survey ◽  
Brand Management ◽  
Switching Costs ◽  
Mobile App ◽  
Integrative Model ◽  
Equation Modeling ◽  
Content Type ◽  
Affective Factors ◽  
Positive Effects ◽  
The Impact

Purpose To better understand how to retain hospitality customers in the fierce competition among mobile applications, this study aims to propose and empirically validates an integrative framework, which elaborates how conscious and subconscious factors, together with affective factors, may induce app loyalty and how brand viscosity moderates such effects. Design/methodology/approach The authors conducted an online survey to collect data and received a total of 268 valid responses. This study splits the data into two groups (brand viscosity vs non-viscosity). Then, the authors performed a multi-group structural equation modeling with Chi-square difference tests to compare the model between the two groups. Findings The findings support the integrative model and reveal that the influence of app satisfaction on loyalty is stronger for app users who do not stick to one brand across the website and mobile app channels. Moreover, for those with brand viscosity, habit and switching cost are two significant determinants that exert positive effects in inducing app loyalty. Research limitations/implications Brand viscosity across different channels matters for the effects of habit and switching costs in shaping app loyalty. E-commerce managers should elaborate on brand management among various booking channels and establish effective digital marketing strategies to facilitate the formation of usage habits and switching costs and to enhance brand viscosity across channels. Originality/value This research advances the knowledge of app loyalty in hospitality by providing a comprehensive explanatory framework from affective, conscious and subconscious lenses. This research is among the first to unveil the impact of brand viscosity on the links between loyalty and its determinants.

The subjective side of DiDIY: the profile of makers in network marketers communities

2018 ◽  
Vol 52 (1) ◽  
pp. 84-104 ◽  
Author(s):  
Carolina Guerini ◽  
Eliana Alessandra Minelli
Keyword(s):  
Digital Literacy ◽  
Exploratory Study ◽  
Online Survey ◽  
Personal Characteristics ◽  
Network Marketing ◽  
Content Type ◽  
Direct Sales ◽  
Do It Yourself ◽  
The Impact ◽  
Subjective Side

Purpose The purpose of this paper is to focus on the profile of DiDIYers and the antecedents of digital do it yourself (DiDIY) in Network Marketing Direct Selling Organizations (NMDSO). Design/methodology/approach A two-step research design allowed the detection of DiDIYers strictu sensu (i.e. digital makers). After collecting data about the attitudes and the actual use of digital technology (DT) by network marketers through an online survey, an open-ended interview technique made it possible to analyze the personal characteristics of DiDIYers, the motivations that drive them and the activities that mainly foster the creation of artifacts in the DT domain. Besides, it allowed to recognize the perceived benefits and the impact of DiDIY output on networkers’ downline and firms’ performance. Findings The results provide a preliminary profile of the DiDIYer in network marketing communities that is suitable for further comparative studies. More specifically, this exploratory study acknowledges the most important antecedents of DiDIY in digital literacy – including the awareness of being a digital literate and/or a potential appropriateur – and in organizational culture. Research limitations/implications This is an exploratory study based on a limited sample of DiDIYers, nevertheless it offers a preliminary view of the subjective side of the DiDIY phenomenon in network marketing and represents as well a context-bound study. Practical implications Considering the ascribed benefits of DiDIY output on the traditional network marketing objectives (effectiveness, efficiency, cohesion, mutual assistance and reinforcement) network marketing communities could benefit from an increase of attention to the topic. Originality/value The study throws light on the process of DiDIY within direct sales and network marketing activities by defining a preliminary profile of digital makers and thus, underlining a phenomenon neglected so far.

Exploring donor's intention in charitable crowdfunding: intrinsic and extrinsic motivations

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yuangao Chen ◽  
Ruyi Dai ◽  
Lu Wang ◽  
Shuiqing Yang ◽  
Yixiao Li ◽  
...  
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Ease Of Use ◽  
Theory And Practice ◽  
Self Determination ◽  
Equation Modeling ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Positive Effects ◽  
Intrinsic Motivations

PurposeThis study adopts self-determination theory and stimulus-organism-response framework to develop a model that explores the motivations of such donors by considering their self-determination needs and extrinsic and intrinsic motivations.Design/methodology/approachBased on online survey data collected from 436 crowdfunding donors in China, this study follows a structural equation modeling analysis to test hypotheses.FindingsThe results indicate that perceived ease of use, perceived self-efficacy and social connection have positive effects on the donation intentions of backers through a combination of extrinsic and intrinsic motivations.Originality/valueThe findings shed light on various extrinsic and intrinsic motivations advancing knowledge of individual fund motivation in donation-based crowdfunding and provide guidelines for the development of donation-based crowdfunding theory and practice.

How AI chatbots have reshaped the frontline interface in China: examining the role of sales–service ambidexterity and the personalization–privacy paradox

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hua Fan ◽  
Bing Han ◽  
Wei Gao ◽  
Wenqian Li
Keyword(s):  
Artificial Intelligence ◽  
Mixed Methods Research ◽  
Online Survey ◽  
Polynomial Regression ◽  
Customer Experience ◽  
Human Machine Interaction ◽  
Content Type ◽  
Positive Effects ◽  
Privacy Paradox ◽  
Machine Interaction

PurposeThis study serves two purposes: (1) to evaluate the effects of organizational ambidexterity by examining how the balanced and the combined sales–service configurations of chatbots differ in their abilities to enhance customer experience and patronage and (2) to apply information boundary theory to assess the contingent role that chatbot sales–service ambidexterity can play in adapting to customers' personalization–privacy paradox.Design/methodology/approachAn online survey of artificial intelligence chatbots users was conducted, and a mixed-methods research design involving response surface analysis and polynomial regression was adopted to address the research aim.FindingsThe results of polynomial regressions on survey data from 507 online customers indicated that as the benefits of personalization decreased and the risk to privacy increased, the inherently negative (positive) effects of imbalanced (combined) chatbots' sales–service ambidexterity had an increasing (decreasing) influence on customer experience. Furthermore, customer experience fully mediated the association of chatbots' sales–service ambidexterity with customer patronage.Originality/valueFirst, this study enriches the literature on frontline ambidexterity and extends it to the setting of human–machine interaction. Second, the study contributes to the literature on the personalization–privacy paradox by demonstrating the importance of frontline ambidexterity for adapting to customer concerns. Third, the study examines the conduit between artificial intelligence (AI) chatbots' ambidexterity and sales performance, thereby helping to reconcile the previously inconsistent evidence regarding this relationship.

scholarly journals The individual performance outcome behind e-commerce

2019 ◽  
Vol 30 (2) ◽  
pp. 439-462 ◽  
Author(s):  
Carlos Tam ◽  
Ana Loureiro ◽  
Tiago Oliveira
Keyword(s):  
Information Systems ◽  
User Satisfaction ◽  
Online Survey ◽  
Individual Performance ◽  
Information Systems Success ◽  
Content Type ◽  
Managerial Implications ◽  
Behavioural Factors ◽  
The Individual

Purpose While most e-commerce studies focus on the understanding of online customer behaviour, mainly adoption and purchase behaviours. The purpose of this paper is to examine the relationship between e-commerce and individual performance. The authors test the role of systems, information and service quality in e-commerce use and user satisfaction. Trust may become an important aspect for a consumer’s decision making, based on this the authors identify the effect of the role of trust on e-commerce use, user satisfaction and its impact on individual performance. This research has theoretical and managerial implications, since the protagonism of e-commerce is increasing in both academia and industry. Design/methodology/approach The authors apply a research model that integrates information systems success dimensions and user behaviour in the form of trust. The empirical approach was based on an online survey questionnaire of 437 individuals from Portugal. Findings The results reveal that overall quality and overall trust are important to explain use and user satisfaction in the context of e-commerce, which further leads to individual performance. The findings indicate that a higher level of use and user satisfaction increase individual performance. Originality/value The authors integrate information systems success dimensions and overall trust to understand the significance of e-commerce individual performance. The authors expect the results to enrich the understanding of the importance of considering both technological and behavioural factors to increase the success of e-commerce.

When and why do negative reviews have positive effects?

2019 ◽  
Vol 11 (1) ◽  
pp. 87-101 ◽  
Author(s):  
Shuai Yang ◽  
Tao Li ◽  
Sixing Chen ◽  
Bin Li
Keyword(s):  
Secondary Data ◽  
Underlying Mechanism ◽  
Content Type ◽  
Customer Reviews ◽  
Positive Effects ◽  
Box Office ◽  
Managerial Implications ◽  
Multi Method Approach ◽  
Product Sales

Purpose People generally believe that business with negative word-of-mouth, such as negative customer reviews can hardly have good sales. But a number of intriguing examples seem to contradict such beliefs. Academic has so far begun to explore the possible positive effect of negative customer reviews, but without unfolding its underlying mechanism. This paper proposes a mechanism through which the variance of customer reviews moderates the effect of negative reviews on sales. Design/methodology/approach This study takes a multi-method approach in explaining the phenomenon, including an empirical analysis using secondary data from a movie review website and a movie box office website and a subsequent experimental study in a controlled experiment. Findings The findings of the study show that the effect of negative customer reviews on product sales is positive when the variance of customer reviews is large. Moreover, customers’ motivation to learn fully mediates the moderating effect of review variance on valence. Practical implications The findings provide vital managerial implications and suggest that managers should realize the important role of the review distribution. Originality/value This study mainly contributes to research on the negativity bias by identifying an important unexplored moderator and mediator and thus explains why negative customer review increases movie sales.

Developing pro-environmental behaviour: ecotourism fieldtrip and experiences

2017 ◽  
Vol 18 (7) ◽  
pp. 1212-1229 ◽  
Author(s):  
Ding Hooi Ting ◽  
Charles Fang Chin Cheng
Keyword(s):  
Student Participation ◽  
Moral Norms ◽  
Social Psychological ◽  
Environmental Behaviour ◽  
Content Type ◽  
Psychological Constructs ◽  
Tour Guides ◽  
Positive Effects ◽  
Guided Learning ◽  
Managerial Implications

Purpose This study aims to assess the effectiveness of a student participatory approach and assessment to achieve an environmentally friendly behaviour and change strategy. Design/methodology/approach Three time-phase studies employed a participatory and experiential case in the form of ecotourism experiential learning and assessment using a sample of 100 higher education students. Findings The findings suggest that students’ participations through the development, implementation and maintenance of nature-based experiences, combined with professional guides in educating students about sustainable practices has significant and positive effects on pro-environmental behaviour (PEB). The study reveals that social-psychological constructs (except environmental awareness) and socio-demographic variables account for variances in PEB intentions and provides managerial implications for marketers on the use of student participation to enhance behaviour. Practical implications Experiential and guided learning adds value to PEB through performance accomplishments and instrumental support. Social implications The guiding principles of moral norms and acting in favour of the community (general social pressure and the underlying normative beliefs) lead to a higher tendency to perform according to the ideal behaviour. Originality/value This study is the first to use student participation, guided learning, tour guides and experiences to transfer the knowledge of PEB to individuals.

An eye tracking study of minimally branded products: hedonism and branding as predictors of purchase intentions

2018 ◽  
Vol 27 (2) ◽  
pp. 146-157 ◽  
Author(s):  
Juan Mundel ◽  
Patricia Huddleston ◽  
Bridget Behe ◽  
Lynnell Sage ◽  
Caroline Latona
Keyword(s):  
Eye Tracking ◽  
Online Survey ◽  
Product Category ◽  
Purchase Intentions ◽  
Product Type ◽  
Content Type ◽  
Attentional Processes ◽  
Potted Plants ◽  
Total Fixation ◽  
The Relationship

Purpose This study aims to test the relationship between consumers’ perceptions of product type (utilitarian vs hedonic) and the attentional processes that underlie decision-making among minimally branded products. Design/methodology/approach This study uses eye-tracking measures (i.e. total fixation duration) and data collected through an online survey. Findings The study shows that consumers spend more time looking at hedonic (vs utilitarian) and branded (vs unbranded) products, which influences perceptions of quality. Practical implications The findings of this research provide guidelines for marketing minimally branded products. Originality/value The authors showed that the product type influences the time consumers spend looking at an item. Previous findings about effects of branding are extended to an understudied product category (i.e. live potted plants).

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