Exploring positively- versus negatively-valenced brand engagement: a conceptual model

2014 ◽  
Vol 23 (1) ◽  
pp. 62-74 ◽  
Author(s):  
Linda D. Hollebeek ◽  
Tom Chen
Keyword(s):  
Conceptual Model ◽  
Large Scale ◽  
Future Research ◽  
Managerial Decision ◽  
Content Type ◽  
Brand Engagement ◽  
Proposed Model ◽  
Academic Marketing ◽  
Quantitative Analyses ◽  
Antecedents And Consequences

Purpose – After gaining traction in business practice the “brand engagement” (BE) concept has transpired in the academic marketing/branding literature. BE has been defined as the level of a consumer's “cognitive, emotional and behavioral investment in specific brand interactions”. Although pioneering research provides exploratory insights, the majority of literature to-date addresses consumers' specific positively-valenced BE; thus largely overlooking potential negatively-valenced manifestations of this emerging concept and their ensuing implications. The purpose of this paper is to propose a novel BE conceptualization that extends to cover focal negatively-valenced, in addition to positively-valenced BE expressions, thus providing a more comprehensive theoretical model of BE. Specifically, while positively-valenced BE addresses consumers' favorable/affirmative cognitive, emotional and behavioral brand-related dynamics during focal brand interactions (e.g. brand-usage); negatively-valenced BE, by contrast, is exhibited through consumers' unfavorable brand-related thoughts, feelings, and behaviors during brand interactions. Design/methodology/approach – Drawing on netnographic methodology, the authors develop a conceptual model addressing the key characteristics of consumers' positively-/negatively-valenced BE, and derive a set of key BE triggers and consequences. Findings – Based on their analyses the authors develop a conceptual model, which addresses consumers' positively/negatively valenced BE, and key antecedents and consequences. Research limitations/implications – Future research is required, which tests and validates the proposed model for specific categories and brands using large-scale, quantitative analyses. Practical implications – Generating enhanced managerial understanding of positively/negatively valenced BE, this research contributes to guiding managerial decision making regarding the management of specific brands. Originality/value – By proposing a conceptual model incorporating positively-/negatively-valenced BE, this paper extends current insights in the branding/marketing literatures, thus contributing to managers and scholars.

A game theoretic approach to optimal pricing of flights and passengers at congested airports

2018 ◽  
Vol 13 (2) ◽  
pp. 434-454 ◽  
Author(s):  
Ata Allah Taleizadeh ◽  
Moeen Sammak Jalali ◽  
Shib Sankar Sana
Keyword(s):  
Large Scale ◽  
Congestion Pricing ◽  
Influential Factors ◽  
Future Research ◽  
Theoretic Approach ◽  
Content Type ◽  
Numerical Examples ◽  
Proposed Model ◽  
Managerial Implications ◽  
Game Theoretic

Purpose This paper aims to embark a mathematical model based on investigation and comparison of airport pricing policies under various types of competition, considering both per-passenger and per-flight charges at congested airports. Design/methodology/approach In this model, four-game theoretic strategies are assessed and closed-form formulas have been proved for each of the mentioned strategies. Numerical examples and graphical representations of the optimal solutions are provided to illustrate the models. Findings The rectitude of the presented formulas is evaluated with sensitivity analysis and numerical examples have been put forward. Finally, managerial implications are suggested by means of the proposed analysis. Research limitations/implications The represented model is inherently limited to investigate all the available and influential factors in the field of congestion pricing. With this regard, several studies can be implemented as the future research of this study. The applications of other game theoretic approaches such as Cartel games and its combination with the four mentioned games seem to be worthwhile. Moreover, it is recommended to investigate the effectiveness of the proposed model and formulations with a large-scale database. Originality/value The authors formulate a novel strategy that put forwards a four-game theoretic strategy, which helps managers to select the best suitable ones for their specific airline and/or air traveling companies. The authors find that by means of the proposed model, the application of Stackelberg–Bertrand behavior in the field of airport congestion pricing will rebound to a more profitable strategy in contrast with the other three represented methods.

A measure of entrepreneurial bricolage behavior

2017 ◽  
Vol 23 (1) ◽  
pp. 114-135 ◽  
Author(s):  
Per Davidsson ◽  
Ted Baker ◽  
Julienne Marie Senyard
Keyword(s):  
Large Scale ◽  
Resource Constraints ◽  
Theoretical Development ◽  
Future Research ◽  
Cross Sectional ◽  
Content Type ◽  
Scale Theory ◽  
Young Firms ◽  
Entrepreneurial Bricolage ◽  
Antecedents And Consequences

Purpose The majority of emerging and young firms work under resource constraints. This has made researchers highlight the importance of resourcefulness. Perhaps the most important theoretical development in this context is the emerging, behavioral theory of entrepreneurial bricolage. However, although academic interest is increasing, research on entrepreneurial bricolage has been hampered by the lack of robust instruments that allow large-scale theory testing. The purpose is to help fill this void. The purpose of this paper is to describe the development and contents of a novel measure of entrepreneurial bricolage behavior and assesses its validity. The measure is intended to be applicable in broadly based, quantitative studies. Design/methodology/approach The instrument was developed as a unidimensional, reflective measure. Standard protocols for scale development were followed. The validation uses primary, longitudinal data from four samples of nascent and young firms as well as published, cross-sectional evidence from another four samples representing different contexts and variations to the data collection procedure. Findings Promising results are reported concerning the reliability as well as the discriminant and nomological validity of the measure. Based on the pre-testing and validation experiences guidelines are also provided for attempts at further improvements. Originality/value This paper presents a novel measure developed by the authors, which holds promise for being a useful tool for future research on the prevalence, antecedents, and consequences of entrepreneurial bricolage. Previously, no established measure of entrepreneurial bricolage behavior existed, and the few partial measures appearing in the literature have not been comprehensively evaluated. Thus, we offer a comprehensive and elaborate presentation of a measure only briefly introduced in Davidsson (2016) and Senyard et al., (2014).

Customer brand co-creation: a conceptual model

2015 ◽  
Vol 33 (6) ◽  
pp. 848-864 ◽  
Author(s):  
Cassandra France ◽  
Bill Merrilees ◽  
Dale Miller
Keyword(s):  
Conceptual Model ◽  
Conceptual Development ◽  
Theoretical Development ◽  
Content Type ◽  
Brand Knowledge ◽  
Brand Communities ◽  
Brand Engagement ◽  
Antecedents And Consequences ◽  
Research Propositions ◽  
The Impact

Purpose – The purpose of this paper is to develop conceptual understanding in the area of customer brand co-creation. The research considers the factors influencing customers to co-create and the impacts of customer co-creation on the brand. Design/methodology/approach – Theoretical development is progressed through conceptualisation of a series of research propositions which consider the antecedents and consequences of brand co-creation. Conceptualisation entails analysing and synthesising previous studies and reasoning new relationships between relevant concepts. Customer brand co-creation theory is improved by operationalizing the concept in a theoretical model. Findings – The Customer Brand Co-creation Model expresses the influence of brand engagement, self-congruity and involvement as antecedents to brand co-creation. Further, the model identifies the moderating effect of brand interactivity and brand communities. Finally, the model actualises the impact of brand co-creation upon brand value and brand knowledge. Research limitations/implications – The conceptual paper explores an emerging area of research interest. The study provides a level of clarity by defining the brand co-creation construct and developing several research propositions and a conceptual model for advancing knowledge of co-creation. Practical implications – The research provides new insight for brand managers who may be investing in co-creation programs and exposing their brand, but without understanding the impact of customer brand co-creation. Conceptual development of theory provides initial insight for practitioners and explores outcomes of co-creation. Originality/value – This work brings together disparate but highly relevant branding theories to progress the co-creation literature and improve understanding of the influence of co-creation upon the brand and customer.

scholarly journals Systematic analysis of driverless technologies

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
David John Edwards ◽  
Jahangir Akhtar ◽  
Iain Rillie ◽  
Nicholas Chileshe ◽  
Joseph H.K. Lai ◽  
...  
Keyword(s):  
Conceptual Model ◽  
Large Scale ◽  
Civil Engineering ◽  
Social Scientist ◽  
Future Research ◽  
Multidisciplinary Teams ◽  
Supporting Evidence ◽  
Content Type ◽  
Practical Applications ◽  
Extant Literature

Purpose The advent of Industry 4.0 has engendered opportunities for a coalescence of digital technologies that collectively enable driverless vehicles to operate during the construction and use of a highway. Yet, hitherto scant research has been conducted to review these collective developments and/or sample construction practitioner opinion on them. This study aims to present a systematic review of extant literature on the application of driverless technologies in civil engineering and in particular, the highways infrastructure sector and offers insight into the limitations of associated barriers to full adoption, namely, current technological development processes, legal deficiencies and societal concerns. In so doing, this work presents a vignette of contemporary developments augmented by a critical analysis from practitioners’ perceptions. Design/methodology/approach A mixed philosophical methodological approach is adopted for this inductive research study. Interpretivism is used to critically analyse the literature and post-positivism to perform content analysis of the literature and synthesis of the discourse with practitioners. A total of 44 related papers published between 1998 and 2019 have been included in this study. Emergent themes identified from literature are then discussed in some further detail, namely, 1) automation and robotics; 2) case studies and simulations; and 3) safety and ergonomics). A focus group is then held with leading industrialists to discuss their experiences of advanced driverless technology applications in practice. Based upon a culmination of emergent evidence, a conceptual model of prevailing barriers is then developed to further elucidate upon the challenges facing the highways infrastructure sector. Findings Research into driverless technologies within the highways infrastructure sector has received relatively scant academic attention. Hitherto, most advancements made have stemmed from multidisciplinary teams consisting of engineering, information technology and social scientist researchers. There is insufficient supporting evidence of civil engineering and construction academics input into developments made – suggesting that prototype products often fail to adequately consider practical applications in the highways infrastructure sector at the design and use case stage. This view is substantiated by feedback from leading industry experts who participated in unstructured telephone interviews. Their feedback suggests that practical applications of products have been beset with problems, thus creating a perception that advanced technologies are largely “unusable” within the highways infrastructure sector and so are unsuitable for large-scale (and particularly bespoke) industrial applications. Originality/value This research critically synthesises the prevailing scientific discourse within extant literature on driverless technologies implemented but also garners practitioner feedback from leading UK industrialists on their applications in practice. Hitherto, this combined analysis approach has been rarely used in spite of it having significant advantages of tacit knowledge reflection on technologies used, where such can be used as a basis for further informed discourse and/or development. Moreover, this work culminates in a conceptual model that acts as a catalyst for future research investigations.

Managerial risk taking: a conceptual model for business use

2018 ◽  
Vol 56 (11) ◽  
pp. 2487-2501 ◽  
Author(s):  
Liana Holanda Nepomuceno Nobre ◽  
John E. Grable ◽  
Wesley Vieira da Silva ◽  
Fábio Chaves Nobre
Keyword(s):  
Decision Making ◽  
Conceptual Model ◽  
Risk Taking ◽  
Investment Strategy ◽  
Risk Tolerance ◽  
Integrative Model ◽  
Managerial Decision ◽  
Content Type ◽  
Managerial Risk ◽  
Proposed Model

Purpose The purpose of this paper is to establish a conceptual model for managerial risk taking that considers objective measures related to an organization’s characteristics and subjective factors related to a decision maker’s profile. Design/methodology/approach A multilevel process-centered managerial decision-making framework was developed based on previously published risk taking models. The framework accounts for the conflict between agents and principals, as well as the macro- and micro-level environments in which risky decisions are made. Findings The integrative model presented in this paper provides a theoretically robust tool that can be used to further explore the interrelationships among known risk concepts that influence decision making in corporate settings. Research limitations/implications The present research is a conceptual model for managerial risk-taking. Further research is needed to test the linkages and propositions within the model, developing measures of the constructs and empirically testing the relationships among the dimensions of risk. Practical implications The proposed model can help firms define what manager profile is most suitable in terms of a match to the company’s investment strategy. Originality/value This paper is theoretically valuable in describing the relationships among several elements of risk: risk need, risk capacity, risk profile, risk perception, and risk tolerance. Future directions for empirical research are also presented.

Design benefits, emotional responses, and brand engagement

2014 ◽  
Vol 23 (1) ◽  
pp. 16-23 ◽  
Author(s):  
Frank Franzak ◽  
Suzanne Makarem ◽  
Haeran Jae
Keyword(s):  
Product Design ◽  
Conceptual Model ◽  
Emotional Responses ◽  
Emotional Arousal ◽  
Service Development ◽  
Limited Attention ◽  
Content Type ◽  
Brand Engagement ◽  
Proposed Model ◽  
The Relationship

Purpose – The objective of this paper is to develop a better understanding of brand engagement by examining two of its antecedents: design benefits and consumer emotions. The authors explore the relationship between design and brand engagement and advance a model with emotional responses as mediator. Design/methodology/approach – This paper integrates a range of theoretical works across design and marketing, including concepts of product design, types of design benefits, brand engagement, and brand communities. Findings – The authors propose a conceptual model where emotional arousal, which differs across design benefits, mediates the relationship between design benefits and brand engagement. Brand engagement intensifies with emotional arousal as design benefits change from functional, to hedonic, to symbolic. Research limitations/implications – The conceptual model proposed in this paper can have significant applications in the areas of product design, branding strategies, and brand communications. However, it has not been tested empirically. Practical implications – The resulting model improves understanding of how marketers can use design to elicit different forms of brand engagement. Implications for marketers include planning brand engagement outcomes early in the product or service development process; involving consumers in that process, clearly communicating the benefits of the design; and supporting venues where brand engagement of different types can be practiced. Originality/value – Brand engagement is unique brand-related behavior that has received limited attention in the design and marketing literatures. The proposed model offers a look at brand engagement from a design perspective, while emphasizing the role of consumers' emotional responses to design benefits.

scholarly journals Cyberstalking Victimization Model Using Criminological Theory: A Systematic Literature Review, Taxonomies, Applications, Tools, and Validations

Electronics ◽  
2021 ◽  
Vol 10 (14) ◽  
pp. 1670
Author(s):  
Waheeb Abu-Ulbeh ◽  
Maryam Altalhi ◽  
Laith Abualigah ◽  
Abdulwahab Ali Almazroi ◽  
Putra Sumari ◽  
...  
Keyword(s):  
Data Analysis ◽  
Structural Equation ◽  
Large Scale ◽  
Review Paper ◽  
Essential Element ◽  
Routine Activities ◽  
Criminological Theory ◽  
Equation Modeling ◽  
Future Research ◽  
Proposed Model

Cyberstalking is a growing anti-social problem being transformed on a large scale and in various forms. Cyberstalking detection has become increasingly popular in recent years and has technically been investigated by many researchers. However, cyberstalking victimization, an essential part of cyberstalking, has empirically received less attention from the paper community. This paper attempts to address this gap and develop a model to understand and estimate the prevalence of cyberstalking victimization. The model of this paper is produced using routine activities and lifestyle exposure theories and includes eight hypotheses. The data of this paper is collected from the 757 respondents in Jordanian universities. This review paper utilizes a quantitative approach and uses structural equation modeling for data analysis. The results revealed a modest prevalence range is more dependent on the cyberstalking type. The results also indicated that proximity to motivated offenders, suitable targets, and digital guardians significantly influences cyberstalking victimization. The outcome from moderation hypothesis testing demonstrated that age and residence have a significant effect on cyberstalking victimization. The proposed model is an essential element for assessing cyberstalking victimization among societies, which provides a valuable understanding of the prevalence of cyberstalking victimization. This can assist the researchers and practitioners for future research in the context of cyberstalking victimization.

Social media and consumer engagement: a review and research agenda

2016 ◽  
Vol 10 (4) ◽  
pp. 268-287 ◽  
Author(s):  
Victor Barger ◽  
James W. Peltier ◽  
Don E. Schultz
Keyword(s):  
Social Media ◽  
Recent Literature ◽  
Future Research ◽  
Consumer Engagement ◽  
Research Directions ◽  
Content Type ◽  
Future Research Directions ◽  
Antecedents And Consequences ◽  
Area Of Concern ◽  
Definition Of

Purpose In “Social media’s slippery slope: challenges, opportunities and future research directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to leverage consumer engagement into highly profitable relationships for both parties”. The purpose of this article is to continue this discussion by reviewing recent literature on consumer engagement and proposing a framework for future research. Design/methodology/approach The paper reviews the marketing literature on social media, paying particular attention to consumer engagement, which was identified as a primary area of concern in Schultz and Peltier (2013). Findings A significant amount of research has been conducted on consumer engagement since 2010. Lack of consensus on the definition of the construct has led to fragmentation in the discipline, however. As a result, research related to consumer engagement is often not identified as such, making it difficult for academics and practitioners to stay abreast of developments in this area. Originality/value This critical review provides marketing academics and practitioners insights into the antecedents and consequences of consumer engagement and offers a conceptual framework for future research.

Consumers’ self-congruence with a “Liked” brand

2017 ◽  
Vol 51 (2) ◽  
pp. 367-390 ◽  
Author(s):  
Elaine Wallace ◽  
Isabel Buil ◽  
Leslie de Chernatony
Keyword(s):  
Social Relations ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Large Scale ◽  
Equation Modeling ◽  
Future Research ◽  
Tie Strength ◽  
Brand Love ◽  
Content Type ◽  
Self Image

Purpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test similarities of brand image with self-image for Facebook “Likes” to determine whether self-congruence with a “Liked” brand leads to positive offline brand outcomes. It also investigates whether consumers’ perceptions about their Facebook social relations influence self-congruent brand “Likes”. Design/methodology/approach A large-scale survey was conducted of regular Facebook users who “Liked” brands. Data from 438 respondents was analysed and hypotheses tested using structural equation modeling. Findings Empirical results show that the perceived self-congruence with a “Liked” brand increases with social tie strength. Perceived social tie strength is informed by perceived attitude homophily. When the perceived self-congruence with a “Liked” brand is higher, brand love and word of mouth (WOM) are enhanced. Consumers also have greater brand loyalty and offer more WOM when brands are loved. Research limitations/implications Findings demonstrate the influence of consumers’ cognitive network on “Likes” and brand outcomes. Further replication would enhance generalisability. Future research should use a wider sample and investigate other variables. Practical implications Findings support managers seeking to grow and analyse Facebook “Likes” by providing insights into brand loyalty, brand love and WOM for “Liked” brands. Originality/value The paper addresses the dearth of research exploring how consumers’ perceptions of their Facebook network influence their online brand behaviour and how perceived self-congruence with a “Liked” brand relates to brand outcomes.

The effects of brand equity and failure severity on remedy choice after a product recall

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sascha Raithel ◽  
Alexander Mafael ◽  
Stefan J. Hock
Keyword(s):  
Decision Making ◽  
Brand Equity ◽  
Probit Model ◽  
Future Research ◽  
Product Recalls ◽  
Product Recall ◽  
Managerial Decision ◽  
Managerial Decision Making ◽  
Content Type ◽  
Failure Severity

Purpose There is limited insight concerning a firm’s remedy choice after a product recall. This study aims to propose that failure severity and brand equity are key antecedents of remedy choice and provides empirical evidence for a non-linear relationship between pre-recall brand equity and the firm’s remedy offer that is moderated by severity. Design/methodology/approach This study uses field data for 159 product recalls from 60 brands between January 2008 to February 2020 to estimate a probit model of the effects of failure severity, pre-recall brand equity and remedy choice. Findings Firms with higher and lower pre-recall brand equity are less likely to offer full (vs partial) remedy compared to medium level pre-recall brand equity firms. Failure severity moderates this relationship positively, i.e. firms with low and high brand equity are more sensitive to failure severity and then select full instead of partial remedy. Research limitations/implications This research reconciles contradictory arguments and research results about failure severity as an antecedent of remedy choice by introducing brand equity as another key variable. Future research could examine the psychological process of managerial decision-making through experiments. Practical implications This study increases the awareness of the importance of remedy choice during product-harm crises and can help firms and regulators to better understand managerial decision-making mechanisms (and fallacies) during a product-harm crisis. Originality/value This study theoretically and empirically advances the limited literature on managerial decision-making in response to product recalls.

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