The asymmetric patterns of adverse extension effects on narrow and broad brands: perspectives on brand structure and extension typicality

2020 ◽  
Vol 29 (7) ◽  
pp. 985-997
Author(s):  
Joseph W. Chang
Keyword(s):  
Experimental Design ◽  
Adverse Effects ◽  
Design Methodology ◽  
Brand Extensions ◽  
Mechanical Turk ◽  
Amazon Mechanical Turk ◽  
Content Type ◽  
Brand Similarity ◽  
Practical Implications

Purpose This study aims to examine the impacts of brand structure (i.e. brand cohesiveness and similarity) on brand perceptions and the adverse effects of brand extensions. Design/methodology/approach Data were collected online via Amazon Mechanical Turk. Overall, 188 US residents participated in the 2 (extension typicality: typical and atypical) × 3 (brand cohesiveness: high, medium and low) between-subject experimental design. Findings Narrow brands are favored over cohesive broad brands, and cohesive broad brands are favored over incohesive broad brands. When new extensions are typical, brand cohesiveness dominates brand similarity in terms of adverse extension effects. Negative extension information exerts more salient adverse effects on narrow brands and cohesive broad brands than on incohesive broad brands. Conversely, when new extensions are atypical, brand similarity dominates brand cohesiveness on adverse extension effects. Negative extension information exerts more salient adverse effects on narrow brands than on cohesive and incohesive broad brands. Research limitations/implications Brand cohesiveness is more impactful than brand similarity on brand perceptions. The identical adverse effects of typical extensions on narrow, and broad brands exist only when the portfolio products of the broad brands are cohesive. Practical implications Cohesive broad brands have the advantages of being more favored than incohesive broad brands and being less vulnerable to negative atypical extension information than are narrow brands. Originality/value This study advances brand research by examining the interplay between brand structure (i.e. category cohesiveness and similarity) and extension typicality on adverse extension effects.

Identity matters

2019 ◽  
Vol 24 (1) ◽  
pp. 115-127
Author(s):  
Simone Mariconda ◽  
Alessandra Zamparini ◽  
Francesco Lurati
Keyword(s):  
Organizational Identity ◽  
Significant Interaction ◽  
Design Methodology ◽  
Mechanical Turk ◽  
Amazon Mechanical Turk ◽  
Future Research ◽  
Organizational Crisis ◽  
Content Type ◽  
The Usa ◽  
Practical Implications

Purpose The purpose of this paper is to conceptually develop and empirically test a model according to which a crisis leads to a greater reputational damage when it is highly relevant to the firm’s organizational identity or highly relevant to stakeholders’ identity. Design/methodology/approach A total of 299 participants based in the USA were recruited online using the Amazon Mechanical Turk platform. The study uses a 2 (relevance of crisis to organizational identity: low vs high) × 2 (relevance of crisis to stakeholders’ identity: low vs high) between-subjects experimental design. Findings The results confirm the hypotheses that an organizational crisis leads to greater reputational damage when it is highly relevant to the firm’s organizational identity or when it is highly relevant to stakeholders’ identity. No significant interaction between the two variables was found. Research limitations/implications Future research could focus on further elaborating on how the two identity-related variables tested in this paper interact with other variables that have already been studied for moderating the effects of crises on reputation damage. Practical implications The paper reaffirms the deep interconnection between identity, stakeholders and reputation. Concretely, the results of the study suggest an informative way of mapping the degree to which risks or issues could potentially damage organizational reputation. Originality/value The paper contributes to the literature by providing a more situational understanding of how the same exact crisis can damage the reputation of organizations differently. By doing so, the paper opens several new avenues for future research.

scholarly journals Branded premiums in tourism destination promotion

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shasha Wang ◽  
Arnold Japutra ◽  
Sebastián Molinillo
Keyword(s):  
Experimental Design ◽  
Design Methodology ◽  
The Body ◽  
Brand Name ◽  
Tourism Destination ◽  
Content Type ◽  
Body Of Knowledge ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to test the influence of branded premiums or branded free gifts (e.g. a free of charge suitcase of a well-recognised brand) on tourism destination promotion. Specifically, the impact of brand name and price value of a branded premium on promoting a tourism destination was examined. Design/methodology/approach This research uses two experiment-based studies, applying a between-group experimental design. Findings The results revealed that appreciation leads to intention to visit the promoted destination when the branded promotion is offered. When a destination promotional offer contains a branded premium, consumers respond more favourably to the brand name of the premium than the price value of the premium. This finding applies to consumers’ responses to both the destination and the premium. Research limitations/implications This research adds to the body of knowledge on tourism destination promotion and the branding literature, specifically with promotional and branded premiums. Practical implications Mutual benefits can be obtained by both tourism destination marketers and premium marketers. Originality/value This research highlights the importance of branded premiums in tourism destination promotional offers. This research also shows the influence of the price value of a premium’s brand name in a tourism destination promotional offer.

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.

scholarly journals Advisor gender and advice justification in advice taking

2019 ◽  
Vol 55 (1) ◽  
pp. 4-21
Author(s):  
Vinicius Farias Ribeiro ◽  
Adriana Victoria Garibaldi de Hilal ◽  
Marcos Gonçalves Avila
Keyword(s):  
Gender Stereotypes ◽  
Design Methodology ◽  
Research Field ◽  
Male Gender ◽  
Amazon Mechanical Turk ◽  
Managerial Decision ◽  
Content Type ◽  
Managerial Decisions ◽  
Advice Taking ◽  
Practical Implications

Purpose The purpose of this paper is to identify under what circumstances advisor gender and advice justification influence advice taking by managers. Design/methodology/approach The authors designed a quasirational managerial decision experiment with both analytic and intuitive cues. The design was a 2 × 2 between-subjects factorial, in which gender (male/female) and advice justification (intuitive/analytic) were crossed. The experiment involved two independent samples, taken from Amazon Mechanical Turk workers and Brazilian professionals. Findings Results suggest that, in general, analytic justification is more valued than intuitive justification. The findings also infer that depending on the advisees’ sample and providing that advice justification is analytic, quasirational scenarios seem to favor male advisors (MTurk sample) or both male and female advisors with “male values” (professional sample), as analysis is traditionally considered a “male value.” Practical implications Analytic justification will likely lead to more advice utilization in quasirational managerial situations, as it may act as a safeguard for the accuracy of the offered advice. Social implications The results might signal an ongoing, but slow, process leading to the mitigation of gender stereotypes, considering that the male gender stereotype was active in the MTurk sample, but not in the professional one. Originality/value This study contributes to the advice-taking research field by showing the interplay between advisor gender and advice justification in a quasirational managerial decision setting with both analytic and intuitive cues. In advice-taking literature, observations are usually collected from students. However, as this study focused on managerial decisions, the authors collected independent samples from MTurk workers and Brazilian professionals.

Does hotel cleanliness correlate with surfaces guests contact?

2019 ◽  
Vol 31 (7) ◽  
pp. 2933-2950 ◽  
Author(s):  
Haeik Park ◽  
Sheryl Fried Kline ◽  
Jooho Kim ◽  
Barbara Almanza ◽  
Jing Ma
Keyword(s):  
Data Collection ◽  
Empirical Data ◽  
Design Methodology ◽  
Mechanical Turk ◽  
Amazon Mechanical Turk ◽  
Data Sets ◽  
Holistic View ◽  
Content Type ◽  
Public Areas ◽  
Collection Methods

Purpose This study aims to strengthen implications about hotel cleaning outcomes by comparing guests’ perception of the amount of contact they have with cleanliness of hotel surfaces. Design/methodology/approach This study used two data-collection methods, a survey and an adenosine triphosphate (ATP) test. Data were collected from recent hotel guests using Amazon Mechanical Turk. Guests were asked to identify hotel surfaces that they touch most frequently. Actual hotel cleanliness was measured using empirical data collected with ATP meters. The two data sets were used to compare guests’ perceptions about the amount of contact they have with actual cleanliness measurements of those hotel surfaces. Findings This study found that amount of guest contact was related to cleanliness of surfaces in guestrooms. Significant differences were found in guest perception between high- and low-touch areas and between guestrooms and hotel public areas. More high-touch areas and higher ATP readings were found in guestrooms than in hotel public areas. Originality/value To the best of the authors’ knowledge this study is the first to compare guest contact with hotel surfaces to a scientific measure of hotel cleanliness. In addition, this study is unique because it assesses guest contact and cleanliness of public areas to provide a holistic view of hotel-cleaning needs. The study offers industry empirically based results from guest perception and scientifically based data that can be used to improve hotel housekeeping programs.

scholarly journals Motivational, emotional and memorable dimensions of non-Muslim tourists’ halal food experiences

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Erose Sthapit ◽  
Peter Björk ◽  
Senthilkumaran Piramanayagam
Keyword(s):  
Conceptual Framework ◽  
Design Methodology ◽  
Food Preferences ◽  
Mechanical Turk ◽  
Personal Networks ◽  
Amazon Mechanical Turk ◽  
Quality And Safety ◽  
Content Type ◽  
Travel Motivation ◽  
Halal Food

Purpose This study aims to explore non-Muslim tourists’ general halal food preferences, motivations for tasting halal food during their recent trips, positive and negative emotions and memorable dimensions associated with their recent halal food experiences after returning from holiday. Design/methodology/approach Data were collected using the authors’ personal networks and Amazon Mechanical Turk (MTurk) using a questionnaire. An email containing a link to the questionnaire was sent to the authors’ personal networks and posted on MTurk in January 2021. Findings Of the 311 non-Muslim respondents, more than half considered themselves as food neophiliacs and considered halal food experiences as imperative whilst travelling. However, tasting halal food was not a major travel motivation. Novelty and taste were the two main motivations for tasting halal food whilst at a tourism destination. Emotions elicited by halal food experiences focussed on “joy” and “love”. The proposed conceptual framework for memorable halal food experiences comprises several dimensions: taste, spending time with family and friends, novelty, quality and safety, hospitality, ambience (setting/servicescape) and experiencing others’ culture through food. Originality/value This is one of the first studies to explore non-Muslim tourists’ motives, emotions and memorable dimensions of halal food experiences.

Contradictions in TQM implementation

2017 ◽  
Vol 29 (4) ◽  
pp. 564-578 ◽  
Author(s):  
Francis Yaw Banuro ◽  
Alexander Ntiri-Ampomah ◽  
Joseph Kwaku Banuro
Keyword(s):  
Quality Management ◽  
Adverse Effects ◽  
Total Quality Management ◽  
Design Methodology ◽  
Survey Instrument ◽  
Multinational Companies ◽  
Total Quality ◽  
Content Type ◽  
The World ◽  
Practical Implications

Purpose The purpose of this paper is to confirm the existence of contradictions in total quality management (TQM) implementation among some Ghanaian companies and to provide a framework for balancing these contradictions. Design/methodology/approach Closed-ended questionnaires were used as a survey instrument. A sample of 80 managers from 40 Ghanaian multinational companies implementing TQM responded to the questionnaires. Findings The results showed that the implementation of TQM comes with inherent contradictions, which may hinder the success of TQM if not checked. Three pairs of contradictions were established in this study, namely “Standardization vs Innovation,” “Manipulation vs Empowerment,” and “Collectivism vs Individualism.” A framework was proposed to balance these contradictions in order to ensure TQM success. Research limitations/implications The study used all the 40 ISO certified firms in Ghana, but this number is quite small relative to ISO certified firms worldwide. Further, the study was done in Ghana and, for these reasons, generalization to the rest of the world is limited. Practical implications The proposed framework when applied by managers to balance the contradictions will achieve success in TQM implementation. Originality/value Previous studies have talked about the existence of the contradictions. This paper proposes a framework to balance the existing contradictions. This framework is new and has never been proposed in the literature to minimize the adverse effects of these contradictions on a firm’s profit generation.

The interplay between social crowding and power on solo diners’ attitudes toward menus with popularity and scarcity cues

2020 ◽  
Vol 32 (3) ◽  
pp. 1227-1246 ◽  
Author(s):  
YooHee Hwang ◽  
Na Su ◽  
Anna Mattila
Keyword(s):  
Experimental Design ◽  
High Power ◽  
Design Methodology ◽  
Interactive Effect ◽  
Content Type ◽  
Consumer Responses ◽  
Restaurant Managers ◽  
Quasi Experimental ◽  
Sense Of Power ◽  
Practical Implications

Purpose The purpose of this study is to investigate the interactive effect of social crowding and solo consumers’ sense of power on attitudes toward the restaurant menu with popularity and scarcity cues. Design/methodology/approach In total, 181 US consumers were recruited. Using a quasi-experimental design, social crowding and promotional cues on a restaurant menu were manipulated and solo consumers’ sense of power was measured. Findings Low-power individuals exhibited more favorable attitudes toward the menu with a popularity cue at a crowded restaurant. High-power individuals’ attitudes toward the menu were equally favorable across the two promotional cues and crowding levels. Practical implications Restaurant managers might want to leverage popularity cues on the menu during peak hours to appeal to solo diners. After diners indicate their dining type (alone vs with others) in kiosks and tablets, restaurants can tailor promotional cues accordingly. Restaurants can also embed more popularity cues in dinner (vs lunch) menus because dinner is more hedonic and social in nature. Originality/value This study contributes to the crowding literature by examining promotional cues on the menu and sense of power as moderators of consumer responses to crowding. This study further adds to the solo consumption literature by extending the notion of power and social crowding to ethnic dining contexts.

scholarly journals The effects of logo frame design on brand extensions

2019 ◽  
Vol 29 (1) ◽  
pp. 97-113
Author(s):  
Yu-Shan Athena Chen ◽  
Lien-Ti Bei
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Brand Extension ◽  
Brand Extensions ◽  
Future Research ◽  
Content Type ◽  
Frame Effect ◽  
Frame Design ◽  
The Impact ◽  
Practical Implications

Purpose The purposes of two experiments were to examine how brands may create a broad brand impression and benefit brand extensions by crafting logo frames. Design/methodology/approach Two experimental studies were conducted. Study 1 examines how removing and breaking logo frames expands perceived brand breadth. Study 2 considers the implication of this logo frame effect and indicates the impact of logo frames on brand extension scenarios. Findings Removing and breaking logo frames could expand perceived brand breadth and, in turn, benefits the brand extensions, especially for promotion-focused consumers. However, prevention-focused people held favorable brand extension attitudes when the brand logo constructs a complete frame due to its perceived trustworthiness. Research limitations/implications As an initial exploration, this study conceptualizes and manipulates logo frames as full framed, partial framed and open logo. Future research studies could include further design features in the examination. Practical implications If a brand seeks to be broad, removing or breaking its logo frame is an alternative. However, consequential negative impressions on brand extension attitudes among prevention-focused customers should be considered. Originality/value This study is the first investigation into the impacts of logo frame patterns on consumers’ perception of brand breadth and the consequent extension attitudes.

When method fails: walking as an alt-meth in a volatile context

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Gabriele Griffin
Keyword(s):  
Qualitative Research ◽  
Experimental Design ◽  
Design Methodology ◽  
Qualitative Method ◽  
Social Implications ◽  
Knowledge Gap ◽  
Cultural Perspective ◽  
Content Type ◽  
Participatory Engagement ◽  
Practical Implications

PurposeThe purpose of this paper is to explore why the use of a particular qualitative method, walking, failed in a given context, the Chile of contemporary unrest.Design/methodology/approachThe paper explores walking methodologies from a critical cultural perspective.FindingsThe article argues that context as socio-material entanglement, or people's relation to place, in a volatile situation, requires strong participatory engagement to enable productive outcomes and also that one can learn from the failure to generate such engagement.Practical implicationsThe article suggests that enhanced participant involvement in experimental design (here a walking event) is necessary when the situation on the ground is conflict-ridden. It also suggests that explicitly articulating one's outsider position may facilitate productive exchanges in volatile contexts. The article further suggests that failure of method is a neglected but useful topic in qualitative research.Social implicationsAlthough walking methodologies frequently claim to be participant-centered, they are not always organized in that manner. If they are not, they risk undermining the democratic potential of alt-meths that is of particular importance in volatile contexts.Originality/valueFailure of method is rarely reported on. The paper addresses that knowledge gap.

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