What makes a brand interesting? Why care?

2020 ◽  
Vol 37 (5) ◽  
pp. 501-510
Author(s):  
Aliosha Alexandrov ◽  
Birgit Leisen Pollack
Keyword(s):  
Literature Review ◽  
Purchase Intention ◽  
Affective State ◽  
Operational Definition ◽  
Future Research ◽  
Affective States ◽  
Content Type ◽  
Brand Familiarity ◽  
Functional Aspects ◽  
Definition Of

Purpose Despite the common understanding of what interestingness is, few people can explain what makes something interesting. The purpose of this paper is to explore the theoretical foundation of interestingness and test if it has merit in the branding context. It aims to help practitioners understand how to make a brand interesting and what outcomes to expect from it. Design/methodology/approach Three preliminary studies (Studies 1, 2 and 3) provide proof of concept. Study 4 tests the antecedences and outcomes of brand interestingness (BI) across 66 brands by accounting for individual and brand variations. Study 5 examines the moderating effects of brand use and brand familiarity on BI and its outcomes. Findings A broad literature review reveals that interestingness is an emotion and is, therefore, an affective state. The findings from two exploratory studies show that customers naturally associate interestingness with specific brands and interesting brands are associated with novelty. Study 3 demonstrates that from all affective states arising from the evaluation of a brand (i.e. easiness, pleasantness, interestingness, challenge and difficulty), BI has the highest effect on purchase intention (PI). Study 4 demonstrates that the antecedents of BI are the novelty associated with the symbolic and functional aspects of a brand, and also the ability to cope with those novelty components. Two positive outcomes of BI are PI and word of mouth (WOM). Study 5 demonstrates that brand familiarity and brand use moderate the effect of BI on purchase intent and WOM. The research concludes with an operational definition of the BI concept and future research suggestions. Originality/value The research introduces the interesting concept in the brand context. Based on a broad literature review and several studies, it identifies the antecedents and outcomes of BI. It helps practitioners understand how they can increase the interestingness of brands and what outcomes to expect.

Can vague brand slogans promote desirable consumer responses?

2014 ◽  
Vol 23 (4/5) ◽  
pp. 282-294 ◽  
Author(s):  
David Strutton ◽  
Widyarso Roswinanto
Keyword(s):  
Content Analysis ◽  
Purchase Intention ◽  
Experimental Studies ◽  
Brand Attitude ◽  
Future Research ◽  
Word Count ◽  
Content Type ◽  
Consumer Responses ◽  
Brand Recall ◽  
Definition Of

Purpose – This study aims to investigate the effects associated with the strategic use of vague, as opposed to precise, advertised brand slogans on various consumer responses. Design/methodology/approach – A content analysis study was conducted to explore the pattern of vagueness in advertising slogans from 1,441 consumer-oriented brands. Based on the resultant delineation/definition of vagueness, two experimental studies followed. Vignette advertising slogans were manipulated to achieve different level of vagueness. The initial 2 × 2 factorial between subjects design engaged vagueness level of brand slogans and consumers’ need for cognition as factors. Brand recall functioned as the dependent variable. The second experiment featured another 2 × 2 factorial design that used vagueness level and length of brand slogan as factors. Brand attitude, persuasiveness and purchase intention functioned as dependent variables. Findings – Vagueness level of advertising/branding slogans did not significantly affect brand recall. Interactions between vagueness level and length of advertisement slogans exercised significant effects on evoked thought, brand attitude and persuasiveness but not on purchase intention. At net, this study generated original theoretical and managerial insights about how and why desirable branding outcomes can be generated by managing the vagueness and word count of brand slogans, and a platform from which future research on this topic could be based. Research limitations/implications – First, the sample was limited to the southwestern USA. Second, in the slogan vignettes that were used, other cues were deliberately eliminated. A brand slogan essentially devoid of other cues may have been perceived as less realistic by respondents, thus reducing the relevance of their responses. However, a similar tradeoff always exists between more realistic states and controlled conditions. Practical implications – This study produces original theoretical and managerial insights about how and why several desirable branding outcomes are likely to result when vague, rather than precise, advertising slogans are deployed under certain manageable conditions. Each insight just referenced ensues from a study that itself was grounded in an extensive content analysis of contemporary print advertising slogans. This content analysis generated a substantial amount of practical and actionable insight about the treatment and use and management of slogans. This study demonstrates that the vagueness, precision and/or word count of slogans can be manipulated in ways that yield three communication outcomes that redound directly to the marketing interests of brand and advertising managers. Originality/value – The findings provide unique insight into how vagueness level of advertising slogans can be managed and how such a level can affect consumers’ perceptions.

scholarly journals The experience – economy revisited: an interdisciplinary perspective and research agenda

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yanina Chevtchouk ◽  
Cleopatra Veloutsou ◽  
Robert A. Paton
Keyword(s):  
Literature Review ◽  
Systematic Literature Review ◽  
Singular Term ◽  
Future Research ◽  
Brand Experience ◽  
Experience Economy ◽  
Content Type ◽  
Multi Level ◽  
Definition Of ◽  
Sustainable Competitive Advantages

Purpose The marketing literature uses five different experience terms that are supposed to represent different streams of research. Many papers do not provide a definition, most of the used definitions are unclear, the different experience terms have similar dimensionality and are regularly used interchangeably or have the same meaning. In addition, the existing definitions are not adequately informed from other disciplines that have engaged with experience. This paper aims to build a comprehensive conceptual framework of experience in marketing informed by related disciplines aiming to provide a more holistic definition of the term. Design/methodology/approach This research follows previously established procedures by conducting a systematic literature review of experience. From the approximately 5,000 sources identified in three disciplines, 267 sources were selected, marketing (148), philosophy (90) and psychology (29). To address definitional issues the analysis focused on enlightening four premises. Findings This paper posits that the term brand experience can be used in all marketing-related experiences and proposes four premises that may resolve the vagaries associated with the term’s conceptualization. The four premises address the what, who, how and when of brand experience and aim to rectify conceptual issues. Brand experience is introduced as a multi-level phenomenon. Research limitations/implications The suggested singular term, brand experience, captures all experiences in marketing. The identified additional elements of brand experience, such as the levels of experience and the revision of emotions within brand experience as a continuum, tempered by repetition, should be considered in future research. Practical implications The multi-level conceptualization may provide a greater scope for dynamic approaches to brand experience design thus providing greater opportunities for managers to create sustainable competitive advantages and differentiation from competitors. Originality/value This paper completes a systematic literature review of brand experience across marketing, philosophy and psychology which delineates and enlightens the conceptualization of brand experience and presents brand experience in a multi-level conceptualization, opening the possibility for further theoretical, methodological and interdisciplinary promise.

Defining the big social data paradigm through a systematic literature review approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Gianluca Solazzo ◽  
Gianluca Elia ◽  
Giuseppina Passiante
Keyword(s):  
Machine Learning ◽  
Literature Review ◽  
Systematic Literature Review ◽  
Research Agenda ◽  
Web Of Science ◽  
Future Research ◽  
Content Type ◽  
Definition Of ◽  
Practical Implications

Purpose This study aims to investigate the Big Social Data (BSD) paradigm, which still lacks a clear and shared definition, and causes a lack of clarity and understanding about its beneficial opportunities for practitioners. In the knowledge management (KM) domain, a clear characterization of the BSD paradigm can lead to more effective and efficient KM strategies, processes and systems that leverage a huge amount of structured and unstructured data sources. Design/methodology/approach The study adopts a systematic literature review (SLR) methodology based on a mixed analysis approach (unsupervised machine learning and human-based) applied to 199 research articles on BSD topics extracted from Scopus and Web of Science. In particular, machine learning processing has been implemented by using topic extraction and hierarchical clustering techniques. Findings The paper provides a threefold contribution: a conceptualization and a consensual definition of the BSD paradigm through the identification of four key conceptual pillars (i.e. sources, properties, technology and value exploitation); a characterization of the taxonomy of BSD data type that extends previous works on this topic; a research agenda for future research studies on BSD and its applications along with a KM perspective. Research limitations/implications The main limits of the research rely on the list of articles considered for the literature review that could be enlarged by considering further sources (in addition to Scopus and Web of Science) and/or further languages (in addition to English) and/or further years (the review considers papers published until 2018). Research implications concern the development of a research agenda organized along with five thematic issues, which can feed future research to deepen the paradigm of BSD and explore linkages with the KM field. Practical implications Practical implications concern the usage of the proposed definition of BSD to purposefully design applications and services based on BSD in knowledge-intensive domains to generate value for citizens, individuals, companies and territories. Originality/value The original contribution concerns the definition of the big data social paradigm built through an SLR the combines machine learning processing and human-based processing. Moreover, the research agenda deriving from the study contributes to investigate the BSD paradigm in the wider domain of KM.

Towards a taxonomy for real estate and land automated valuation systems

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Brano Glumac ◽  
François Des Rosiers
Keyword(s):  
Literature Review ◽  
Predictive Accuracy ◽  
Future Research ◽  
Content Type ◽  
Analysis And Synthesis ◽  
Valuation Process ◽  
Definition Of ◽  
Automated Valuation ◽  
New Framework

PurposeAutomated valuation models have been in use at least for the last 50 years in both academia and practice, while automated valuation recently re-emerged as very important with the rise of digital infrastructure. The current state of the art, therefore, justifies the dual contributions of this paper: organising existing knowledge and providing a new framework.Design/methodology/approachThis paper provides much-needed analysis and synthesis of the accumulated body of knowledge by proposing an updated classification of automated valuation approaches based on two criteria, and a taxonomy adapted to new trends. The latter requires a paradigm shift from models to automated valuation systems. Both classification and taxonomy arose after literature review.FindingsThis paper provides a framework for an explicit context under which automated valuation is carried out. To do so, authors propose a definition of automation valuation systems; contextualise the differences among theories, approaches, methods, models and systems present in automated valuation and introduce a classification of automated valuation approaches and a non-hierarchical taxonomy of automated valuation systems.Research limitations/implicationsPerhaps, a systematic literature review process instead of a selective list of 100 references could additionally validate the proposed classification and taxonomy.Practical implicationsThe new framework, underlying various dimensions of the automated valuation process, can help practitioners surpass judging models based purely on their predictive accuracy. Also, the automated valuation system is a more generic term that can better accommodate future research coming from a multitude of disciplines, more diverse business areas and enlarged variety of practical users.Originality/valueThis is the first paper that develops a taxonomy of automated valuation systems.

Research on the phenomenon of supply chain resilience

2015 ◽  
Vol 45 (1/2) ◽  
pp. 90-117 ◽  
Author(s):  
Nils-Ole Hohenstein ◽  
Edda Feisel ◽  
Evi Hartmann ◽  
Larry Giunipero
Keyword(s):  
Supply Chain ◽  
Literature Review ◽  
Performance Metrics ◽  
Future Research ◽  
Content Type ◽  
Supply Chain Resilience ◽  
Ex Post ◽  
Cone Model ◽  
Definition Of ◽  
Further Development

Purpose – This paper provides a robust and structured literature review on supply chain resilience (SCRES), the supply chain’s ability to be prepared for unexpected risk events, responding and recovering quickly to potential disruptions to return to its original situation or grow by moving to a new, more desirable state. The purpose of this paper is to analyze the extant research through focussed questions and provide an insightful framework with propositions to guide further publications and identify future research needs. Design/methodology/approach – The findings underlie a systematic literature review methodology requiring a robust method of literature analysis. The sand cone model is adopted to develop a comprehensive SCRES framework. Findings – The literature review reveals a strong need for an overarching SCRES definition and a clear terminology for its building elements. It indicates that most research has been qualitative and lacks in assessing and measuring SCRES performance. Originality/value – This paper contributes a structured overview of 67 peer-reviewed articles from 2003 to 2013 on an emerging area of supply chain research. The review formulates an overarching definition of SCRES, groups and synthesizes the various SCRES elements into proactive and reactive strategies for the ex-ante/ex-post disruption stage and illustrates SCRES measurement through performance metrics. It provides a comprehensive SCRES framework with propositions and indicates gaps in the literature to target for further development.

Tailoring service recovery messages to consumers’ affective states

2020 ◽  
Vol 54 (7) ◽  
pp. 1675-1702
Author(s):  
Krista Hill Cummings ◽  
Jennifer A. Yule
Keyword(s):  
Service Providers ◽  
Affective State ◽  
Future Research ◽  
Emotional States ◽  
Affective States ◽  
Content Type ◽  
Study Approach ◽  
Service Failures ◽  
Brand Involvement ◽  
Recovery Response

Purpose This study aims to propose that providers should tailor recovery responses to consumers’ emotional states to improve evaluations and behavioral intentions. Design/methodology/approach A multi-study approach comprising field and lab data was used. The field study, conducted on the Boston public transport network during a weather crisis, sought to determine how a provider should deliver their recovery response to match the consumer’s affective state. In the lab studies, the importance of tailoring a recovery message to the consumer’s state is experimentally demonstrated while controlling for factors such as consumer brand involvement. Findings This study finds that an emotion-focused recovery emphasizing empathy should be given to those in an avoidance affective state (i.e. focused on the avoidance of negative outcomes) such as worry. A problem-focused recovery, in which the focus is on the process that led to the failure and the steps that will be taken to correct it, should be provided to those in an approach state (i.e. concerned with advancement and accomplishment) such as anger. This study also finds this effect is more salient under low involvement conditions. Research limitations/implications Future research should examine how nonverbal behavior during recovery can be tailored to a consumer’s state. Practical implications Service providers are encouraged to tailor recovery messages to consumers’ affective states. Originality/value To the best of the authors’ knowledge, this study is the first to examine matching recovery messages to affective states, an important contribution as service failures can elicit a wide variety of affective states that influence how consumers react to recovery messages.

Language and discounting future value: language as a moderator of internationalization–innovation performance relationships

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Eunah Lim ◽  
K. Skylar Powell
Keyword(s):  
Negative Binomial ◽  
Negative Relationship ◽  
Operational Definition ◽  
Innovation Performance ◽  
Future Research ◽  
Content Type ◽  
The Future ◽  
Future Value ◽  
Definition Of ◽  
Lag Structure

PurposeResearch on relationships between firms' degree of internationalization (DOI) and innovation performance has been mixed, and moderators of these relationships need to be explored. We focus on patents granted as an indicator of innovation performance and explore the moderating role of firms' home-country languages on the DOI–innovation performance relationship. We argue that in countries with languages that always require speakers to grammatically mark the future, firms will focus less on the future value of patents, which should moderate DOI–innovation performance relationships.Design/methodology/approachWe use an unbalanced panel consisting of 567 firm-year observations of 64 different large automotive suppliers from the year 2007 through 2019. This database was analyzed using negative binomial models with a 3-years lag structure and firm controls.FindingsResults show a U-shaped DOI–innovation performance relationship, but only for firms from countries that do not always require speakers to grammatically mark the future. Additionally, a firm's status as being from a country where dominate languages always require speakers to grammatically mark the future has a direct negative relationship with innovation performance.Research limitations/implicationsLimitations are that the sample included a large number of firms from one country (i.e. Japan) and focused on a single industry. Additionally, we used a narrow operational definition of innovation performance (i.e. patents) and relied upon a single methodology. In terms of implications, we identify one moderator that helps explain mixed results of past DOI–innovation performance research, and we identify a direct relationship between language and innovation performance. Hence, future research in this area should control for the dominant language type of firms' home countries.Originality/valueTo our knowledge, this is the first study to examine how language moderates DOI–innovation performance relationships and also relates to innovation performance directly.

A systematic literature review of healthcare supply chain and implications of future research

2019 ◽  
Vol 13 (4) ◽  
pp. 405-435 ◽  
Author(s):  
Anuj Dixit ◽  
Srikanta Routroy ◽  
Sunil Kumar Dubey
Keyword(s):  
Supply Chain ◽  
Literature Review ◽  
Inventory Management ◽  
Cold Chain ◽  
Future Research ◽  
Research Papers ◽  
Content Type ◽  
Drug Manufacturing ◽  
Customer Training

Purpose This paper aims to review the healthcare supply chain (HSC) literature along various areas and to find out the gap in it. Design/methodology/approach In total, 143 research papers were reviewed during 1996-2017. A critical review was carried out in various dimensions such as research methodologies/data collection method (empirical, case study and literature review) and inquiry mode of research methodology (qualitative, quantitative and mixed), country-specific, targeted area, research aim and year of publication. Findings Supply chain (SC) operations, performance measurement, inventory management, lean and agile operation, and use of information technology were well studied and analyzed, however, employee and customer training, tracking and visibility of medicines, cold chain management, human resource practices, risk management and waste management are felt to be important areas but not much attention were made in this direction. Research limitations/implications Mainly drug and vaccine SC were considered in current study of HSC while SC along healthcare equipment and machine, hospitality and drug manufacturing related papers were excluded in this study. Practical implications This literature review has recognized and analyzed various issues relevant to HSC and shows the direction for future research to develop an efficient and effective HSC. Originality/value The insight of various aspects of HSC was explored in general for better and deeper understanding of it for designing of an efficient and competent HSC. The outcomes of the study may form a basis to decide direction of future research.

scholarly journals The concept of neutrality: a new approach

2019 ◽  
Vol 76 (1) ◽  
pp. 333-353 ◽  
Author(s):  
Stephen Macdonald ◽  
Briony Birdi
Keyword(s):  
Literature Review ◽  
Design Methodology ◽  
Information Science ◽  
Social Institutions ◽  
Future Research ◽  
Library And Information Science ◽  
New Approach ◽  
Content Type ◽  
Normative Framework ◽  
Contextual Awareness

Purpose Neutrality is a much debated value in library and information science (LIS). The “neutrality debate” is characterised by opinionated discussions in contrasting contexts. The purpose of this paper is to fill a gap in the literature by bringing these conceptions together holistically, with potential to deepen understanding of LIS neutrality. Design/methodology/approach First, a literature review identified conceptions of neutrality reported in the LIS literature. Second, seven phenomenographic interviews with LIS professionals were conducted across three professional sectors. To maximise variation, each sector comprised at least one interview with a professional of five or fewer years’ experience and one with ten or more years’ experience. Third, conceptions from the literature and interviews were compared for similarities and disparities. Findings In four conceptions, each were found in the literature and interviews. In the literature, these were labelled: “favourable”, “tacit value”, “social institutions” and “value-laden profession”, whilst in interviews they were labelled: “core value”, “subservient”, “ambivalent”, and “hidden values”. The study’s main finding notes the “ambivalent” conception in interviews is not captured by a largely polarised literature, which oversimplifies neutrality’s complexity. To accommodate this complexity, it is suggested that future research should look to reconcile perceptions from either side of the “neutral non-neutral divide” through an inclusive normative framework. Originality/value This study’s value lies in its descriptive methodology, which brings LIS neutrality together in a holistic framework. This framework brings a contextual awareness to LIS neutrality lacking in previous research. This awareness has the potential to change the tone of the LIS neutrality debate.

Internet marketing research in hospitality and tourism: a review and journal preferences

2015 ◽  
Vol 27 (7) ◽  
pp. 1556-1572 ◽  
Author(s):  
Xi Yu Leung ◽  
Lan Xue ◽  
Billy Bai
Keyword(s):  
Literature Review ◽  
Correspondence Analysis ◽  
Marketing Research ◽  
Internet Marketing ◽  
Future Research ◽  
Research Topics ◽  
Content Type ◽  
Customer Perspective ◽  
Hospitality And Tourism ◽  
Hospitality Managers

Purpose – The purpose of this study is to provide a progress review of published Internet marketing research within the top eight hospitality and tourism journals and to provide suggestions on future research directions. Design/methodology/approach – The study collected 331 Internet marketing-related articles published in the top eight hospitality and tourism journals during the period of 1996-2013. Using content analysis, the study analyzed and discussed research topics, research methods and industry sectors of selected articles. The study period was broken into three sub-periods and used correspondence analysis (CA) to examine the significant changes of topical areas over time. A follow-up CA was conducted to compare the topical and methodological preferences of the selected eight journals. Findings – In all, 5-category and 27-subcategory classifications of research topics were identified in the study. The two-dimensional perceptual map indicates that Internet marketing research in the hospitality and tourism fields experienced introduction, growth and maturity stages. The research focus changed from business perspective to customer perspective and then to both business and customer perspectives. The eight top hospitality and tourism journals were grouped into four journal sets that share similar article characteristics and preferences. Research limitations/implications – Due to the sample size, the classifications and trends generated in this study may not be generalized to all Internet marketing research in hospitality and tourism disciplines. The process of identifying topic and method categories might be biased, especially in identifying new topics. Future research may apply CA method in literature review studies on other research topics. Practical implications – The study analyzed published research in Internet marketing in the hospitality and tourism fields and provided topical and methodological recommendations to academia for future research. This study may also give hospitality managers new insights into Internet marketing applications in the industry. Originality/value – This study is one of the few attempts to provide a comprehensive review of Internet marketing research in the hospitality and tourism fields. This study uses CA in literature review study, opening up a new way to easily analyze and visually display the literature trends. This study also creatively compared the publication preferences among eight top-tier hospitality and tourism journals using correspondence analysis.

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