Ineffective brand extensions and the Sisyphus Effect

2015 ◽  
Vol 24 (2) ◽  
pp. 165-171 ◽  
Author(s):  
Chundong Zheng ◽  
Ke Ma ◽  
Qi Duan ◽  
Han Wang
Keyword(s):  
Design Methodology ◽  
Brand Extension ◽  
Brand Extensions ◽  
Situational Factor ◽  
Product Price ◽  
Convenience Sample ◽  
Content Type ◽  
Level Of Involvement ◽  
Willingness To Purchase ◽  
Moderating Role

Purpose – This paper aims to extend previously reported research on the Sisyphus Effect in consumers’ decision making to consumers classified as either maximizers or satisficers. The purpose of this study was to examine whether the Sisyphus Effect influences consumer behavior related to purchasing brand-extension products and explore factors that influence the Sisyphus Effect in brand extension. Design/methodology/approach – A survey was administered to participants in three studies. A convenience sample consisting of 875 participants was asked to complete the questionnaires. The authors assessed whether the participants were maximizers or satisficers. In addition, the participants were given information on brand-extension products that differed in the level of involvement and price and were asked whether they would purchase them. Findings – Using regression analysis, the authors found that consumers’ willingness to purchase extended products became weaker as maximization tendencies became stronger. In addition, purchase involvement was confirmed as a situational factor that can increase maximization tendencies even in individuals who do not maximize as a default strategy. Finally, for low-involvement extended products, the authors found that product price played a moderating role in the negatively correlated relationship between maximization tendency and willingness to purchase a product. Originality/value – This study suggests avenues to increase the effectiveness of a brand-extension strategy and illustrates some tactics that are not likely to be successful.

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.

The effect of green purchasing on purchasing performance: the moderating role played by long-term relationships and strategic integration

2016 ◽  
Vol 31 (2) ◽  
pp. 312-324 ◽  
Author(s):  
Javier González-Benito ◽  
Gustavo Lannelongue ◽  
Luis Miguel Ferreira ◽  
Carmen Gonzalez-Zapatero
Keyword(s):  
Design Methodology ◽  
Purchasing Management ◽  
Environmental Practices ◽  
Content Type ◽  
Strategic Integration ◽  
Green Purchasing ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Purpose – The purpose of this paper is to analyse the relationship between the environmental management of purchases and firm performance. The authors examine the moderating role played by two variables: the establishment of long-term relationships with suppliers and the strategic integration of the purchasing function. Design/methodology/approach – The authors conduct an empirical study on a sample of 100 Portuguese firms. Findings – Evidence reveals that green purchasing management improves the performance of the purchasing function, although the impact is greater when the organisation forges lasting alliances with its suppliers. Originality/value – This paper contributes to the study of the consequences of introducing environmental practices into the purchasing function, especially with regards to the formation of a panel of sustainable suppliers. Specifically, this research provides evidence to show that the implementation of those practices has positive impacts on the operating performance of the purchasing function and that the said effect is greater when a firm establishes long-term relationships with its suppliers.

From philanthropy to broader social engagement

2016 ◽  
Vol 7 (4) ◽  
pp. 423-440 ◽  
Author(s):  
Catherine Nickerson ◽  
Valerie Priscilla Goby
Keyword(s):  
Social Engagement ◽  
Design Methodology ◽  
Advertising Campaign ◽  
Content Type ◽  
Social Commitment ◽  
Corporate Commitment ◽  
Corporate Social Marketing ◽  
Willingness To Purchase ◽  
Corporate Social ◽  
The Impact

Purpose This paper aims to investigate the potential effectiveness of using corporate social marketing (CSM) as part of an advertising campaign targeting local Muslim consumers in Dubai. It aims to assess whether Dubai’s local Muslim community’s construal of corporate commitment has evolved beyond philanthropy toward receptiveness to a more embedded corporate societal engagement. Design/methodology/approach The examination is based on the framework of corporate social responsibility (CSR) communication that postulates a relationship between internal outcomes, such as the awareness of a cause, and external outcomes, such as the likelihood that a consumer will purchase a product. The authors designed a questionnaire using authentic advertisements for the same product, one with a CSM message and one without, and queried respondents’ opinions of the advertisements, their willingness to purchase the product and their perceptions of the company. Complete responses were collected from 245 Emirati women. Findings Significant differences in response to the CSM versus the non-CSM advertisement emerged. The product advertised via the CSM strategy engendered enhanced perceptions of the company among respondents, coupled with a heightened willingness on their part to purchase the product. This indicates that Emirati consumers have gone beyond the simple expectation of philanthropy, which is frequently associated with Muslim consumer loyalty, and value more evolved corporate social commitment. Originality/value While Muslim groups have been investigated extensively from various marketing perspectives, the present study is the first to investigate the impact of incorporating CSR into an authentic advertising campaign targeted at Muslim consumers.

Framing the development and directions of business sustainability efforts

2016 ◽  
Vol 16 (4) ◽  
pp. 709-725 ◽  
Author(s):  
Nils M. Høgevold ◽  
Göran Svensson
Keyword(s):  
Qualitative Study ◽  
Design Methodology ◽  
Business Networks ◽  
Convenience Sample ◽  
Content Type ◽  
Business Sustainability ◽  
The Status ◽  
Practical Implications ◽  
Over Time

Purpose The purpose of this paper is to frame the development and directions of business sustainability efforts. Design/methodology/approach A qualitative study was undertaken with respect to a convenience sample of reputable companies in Norway, which have implemented significant business sustainability efforts within their organisations, their business networks, the marketplace and in the society, beyond the level of mere compliance. Findings Different directions are associated with the development of corporate efforts in connection with business sustainability. Business sustainability efforts are not static, but dynamic and based upon continuous flexibility to changes and adaptations over time. Research Limitations/implications The current study highlights the need for further research into the development and directions of corporate efforts in connection with business sustainability in the marketplace and society. A key suggestion for further research is to further explore the existence of other directions. Practical Implications The directions reported, provide a framework to assess the development or the status of companies’ business sustainability efforts in the marketplace and society. Corporate efforts in connection with business sustainability develop over time as experiences are gained and personal impressions move the identified directions forward. Originality/value This study contributes to seven interconnected directions of corporate efforts in connection with business sustainability that are both relevant and potentially fruitful to both scholars and practitioners.

The moderating role of previous venture experience on breadth of learning and innovation and the impacts on SME performance

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kanhaiya K. Sinha ◽  
Chad Saunders ◽  
Simon Raby ◽  
Jim Dewald
Keyword(s):  
Design Methodology ◽  
Leadership Team ◽  
Higher Learning ◽  
Curvilinear Relationship ◽  
Content Type ◽  
Innovation Activities ◽  
The Relationship ◽  
Moderating Role ◽  
Practical Implications

PurposeThe purpose of this paper is to investigate the moderating role of previous venture experience on the relationship between learning breadth and innovation breadth, defined as the range of innovation types within a firm, and the impacts on SME performance.Design/methodology/approachA theoretical model was developed, and hypotheses were tested using step-wise multivariate regressions on survey data from 509 North American SME respondents.FindingsThe results demonstrate that the previous venture experience of a firm's top management plays a key role in enhancing the innovation breadth for a given level of learning breadth. There is a curvilinear relationship between innovation breadth and learning breadth, and increases in innovation breadth lead to increases in firm performance.Practical implicationsThe results indicate that organizations seeking higher performance returns by expanding their breadth of innovations need parallel attention on higher learning breadth in order to adequately capture the value from this broader set of innovations.Originality/valueThe paper contextualizes learning and innovation in the SMEs and argues that the consideration of diversity (breadth) of learning and innovation can help us understand their performance implications across industries. It also extends the effect of previous venture experience (PVE) of the leadership team in explaining performance. Beyond their ability to address external factors, PVE has a moderating effect on the relationship between learning and innovation breadth across the organization. Previous venture experience serves as both a guide and catalyst for investments in learning activities that lead to a broader range of innovation activities across the firm.

Fear after being fired: the moderating role of resilience in lessening the time between employment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alex Scrimpshire ◽  
Marcia Lensges
Keyword(s):  
Personality Trait ◽  
Design Methodology ◽  
Affective Events Theory ◽  
Content Type ◽  
Future Analysis ◽  
Natural Response ◽  
Conceptual Paper ◽  
Job Termination ◽  
Moderating Role

PurposeThe purpose of this paper is to study how the interplay of the emotion of fear and the personality trait of resilience affect time to reemployment after job termination. The authors carried out the research by extending affective events theory (AET) beyond the workplace.Design/methodology/approachThis paper is a conceptual paper intended to lay the groundwork for future analysis in the areas of fear and resilience, specifically in the time after job termination.FindingsThe paper suggests that fear is a natural response to job termination, and there are two responses to fear: one of action to rid oneself of fear (“fight or flight”) and one of paralysis, in which an individual remains in a fear state. The authors put forth that one's level of resilience is a factor in determining time to reemployment.Originality/valueWhile there are numerous studies on the role emotions play in the workplace and in particular, the role of fear about potentially getting fired, there are few, if any, studies on the role of fear after losing a job. The authors feel this is a warranted area of study as fear can have both positive and negative responses. The authors also contend that a major diver of these fear responses is an individual's level of resilience, and this can be a significant predictor of the individual's time to reemployment.

Power asymmetry, egalitarianism and team learning – Part 1: conceptualizing the moderating role of environmental hardship

2020 ◽  
Vol 27 (5) ◽  
pp. 389-401 ◽  
Author(s):  
Ruchi Sinha ◽  
Christina Stothard
Keyword(s):  
Conceptual Model ◽  
Design Methodology ◽  
Team Learning ◽  
Future Research ◽  
Power Dynamics ◽  
Power Asymmetry ◽  
Content Type ◽  
Military Teams ◽  
Moderating Role

Purpose This paper aims to understand the effects of team power asymmetry (hierarchy) on team learning. Design/methodology/approach Literature suggests that power asymmetry can hurt team learning due to unequal interactions. The authors integrate the situated focus theory of power and the theory of adversarial growth to propose that environmental hardship can moderate this relationship. Such that, under environmental hardship there is a shift in power relations within hierarchical teams, such that power asymmetry positively relates to team learning via increased team egalitarianism (interactional equality). Findings The study is presented in two parts. Part 1 reviews the literature and builds the theoretical arguments for the conceptual model, while Part 2 empirically examines the model on a sample of military teams. In Part 1, the authors propose a theoretically derived model and directions for future research in team power, dynamics and learning. Research limitations/implications It provides directions to empirically validate a contingency-based model to resolve the dilemma of creating equality and high levels of team learning in hierarchical teams. Originality/value The conceptual model and hypotheses contribute to the team learning literature by theoretically clarifying the conditions under which power asymmetry is likely to improve team learning.

Creating innovation that drives authenticity

2019 ◽  
Vol 30 (3) ◽  
pp. 369-391 ◽  
Author(s):  
Timothy Lee Keiningham ◽  
Zeya He ◽  
Bas Hillebrand ◽  
Jichul Jang ◽  
Courtney Suess ◽  
...  
Keyword(s):  
Conceptual Framework ◽  
Design Methodology ◽  
Positive Relationship ◽  
Brand Extensions ◽  
Strategic Decision ◽  
Strategic Decision Making ◽  
Content Type ◽  
Parent Brand ◽  
Successful Innovation ◽  
The Relationship

Purpose The purpose of this paper is to explore the relationship between innovation and authenticity by developing a conceptual framework that illuminates the key constructs. Design/methodology/approach The paper adopts a common perspective – the customer – for both innovation and authenticity. A conceptual framework identifying the roles of centrality and distinctiveness in the innovation–authenticity relationship is developed and justified based upon prior research regarding brand extensions and authenticity. Findings The innovation–authenticity relationship can be visualized and managed using two constructs: centrality and distinctiveness. Centrality is proposed to have a positive relationship, whereas distinctiveness is proposed to have a non-linear (inverted-U) relationship. Originality/value The paper contributes a new conceptualization of the innovation–authenticity–loyalty relationship. It applies C–D Mapping in a completely new way to provide managerially relevant visualization of customers’ perceptions of a new innovation vis-à-vis the parent brand to guide strategic decision making. The paper also suggests areas for further research to improve our understanding of successful innovation–authenticity alignment.

scholarly journals How to increase engagement on social media using the honeycomb model

2020 ◽  
Vol 27 (2) ◽  
pp. 153-167
Author(s):  
Susana Costa Silva ◽  
Wilian Feitosa ◽  
Paulo Duarte ◽  
Marta Vasconcelos
Keyword(s):  
Social Media ◽  
Social Engagement ◽  
Design Methodology ◽  
Convenience Sample ◽  
Content Type ◽  
The Social ◽  
Before And After ◽  
A Company ◽  
New Procedures ◽  
Practical Implications

Purpose The purpose of this paper is to understand how a company could improve public engagement on social media (SM) analysing the case of Alento, which is a human resources and consulting company located in Portugal. The company’s presence on Facebook was analysed by using the honeycomb model for SM functionality, by Kietzmann et al. (2011), as a theoretical framework. Design/methodology/approach The authors implemented some actions to change procedures on SM management. Monitoring five months of data, the authors could compare the SM engagement before and after changes on SM management. Then, a convenience sample of 205 useable questionnaires was collected. The population of the study comprised Portuguese Facebook users who liked the Alento Facebook Fan Page. An analysis of honeycomb dimensions was performed. Findings The engagement level on Alento’s SM was increased by changing procedures identified on survey. In five months, Alento’s number of followers was increased by just 4.5 per cent, interactions were increased by 35 per cent, views were more than twice (+122 per cent) and fans who clicked on Alento’s Facebook page’s links were increased by 146 per cent. Research limitations/implications There were also some limitations related to the sample, since the authors only obtained 205 responses. Therefore, the second suggestion for future investigations would be to conduct the survey on a larger number of people. This study just considers five months after changing procedures. A longer range of time could produce different results. Practical implications The most relevant contribution of the current study is the offer of some insights into the use of a simple tool such as the honeycomb model of Kietzmann et al. (2011) for the analysis of the social engagement from a firm’s perspective, regardless of their nature. Social implications The importance of SM to spread good content and to reduce media costs is reinforced in this study. Originality/value This study is innovative, as it identifies a need of change on SM management, proposes and implements new procedures, checking its results. SM marketing is a new wagon of study, and the problem of how to increase engagement on professional SM is on top priorities of the field.

The effect of task conflict on outsourcers’ long-term orientation toward suppliers: the moderating role of formal control and Chinese guanxi

2019 ◽  
Vol 35 (2) ◽  
pp. 260-269 ◽  
Author(s):  
Shuting Li ◽  
Mark H. Haney ◽  
Gukseong Lee ◽  
Mingu Kang ◽  
Changsuk Ko
Keyword(s):  
Conflict Management ◽  
Design Methodology ◽  
Manufacturing Firms ◽  
Task Conflict ◽  
Content Type ◽  
Formal Control ◽  
Negative Effect ◽  
Moderating Role

Purpose This paper aims to investigate the antecedents of manufacturing firms’ long-term orientation towards their suppliers in the context of outsourcing relationships in China. Design/methodology/approach Based on survey data collected from 224 manufacturing firms in China, this study examines the hypothesized relationships. Findings The results show that task conflict has a negative effect on long-term orientation, both Chinese guanxi and formal control are useful governance mechanisms to enhance long-term orientation, and the negative effect of task conflict on the long-term orientation weakens as Chinese guanxi between a manufacturer and its supplier increases. Originality/value This study contributes to a better understanding of conflict management in outsourcing relationships in China.

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