Construal based marketing tactics for high quality versus low price market segments

2015 ◽  
Vol 24 (2) ◽  
pp. 172-181 ◽  
Author(s):  
Edwin Love ◽  
Erica Mina Okada
Keyword(s):  
Mental Models ◽  
Design Methodology ◽  
Online Auctions ◽  
Brand Positioning ◽  
Marketing Tactics ◽  
High Quality ◽  
Content Type ◽  
Using Data ◽  
High Level ◽  
Practical Implications

Purpose – The purpose of this study is to propose differential marketing tactics for high-quality products versus low-price products by building on construal level theory. Design/methodology/approach – Two studies were conducted, one using students and another using data collected from more than 7,000 online auctions. Findings – When consumers consider high-quality products, they use more abstract mental models, and when they consider low-price products, they use more concrete mental models. Differentiation based on primary features product is more effective for products that are positioned on quality, while differentiation based on the secondary features is more effective for products that are positioned on price. Also, marketing efforts to attract attention are more effective for products positioned on quality than those positioned on price. Research limitations/implications – This research focused on how consumers use different mental models for considering high-quality versus low-price product offerings but did not examine whether a given segment/consumer uses different models in considering high-quality versus low-price alternatives. Practical implications – Managers wishing to reinforce a high-quality position should focus on marketing efforts compatible with consumers’ high level construal by enhancing and highlighting the primary features, and drawing consumers’ attention to their product offerings. Managers wishing to reinforce a low-price positioning should focus on marketing efforts that are compatible with consumers’ low level construal by enhancing and highlighting secondary features. Originality/value – This research makes an important theoretical link between construal theory and brand positioning.

Construction, validation and generalization of SERVSTRESS: a measure for service induced customer stress

2020 ◽  
Vol 54 (10) ◽  
pp. 2523-2550
Author(s):  
Subhadip Roy ◽  
Varsha Jain
Keyword(s):  
Design Methodology ◽  
Total Sample ◽  
Personal Service ◽  
Content Type ◽  
Personal Services ◽  
Traditional Service ◽  
Remedial Actions ◽  
Using Data ◽  
High Level ◽  
Practical Implications

Purpose The purpose of this study is to construct and validate a generalizable scale to measure service induced perceived stress for customers of personal services with a high level of intangibles having both online and offline components. Design/methodology/approach Five studies were conducted to this end. The first was qualitative and the rest were quantitative (survey) with a total sample size of 1,300. The last study was conducted in a different country than the first four. Findings The studies resulted in a five-dimensional SERVSTRESS scale to measure service induced stress for customers with the following dimensions, namely, psychological stress; information stress; complexity stress; personnel stress and outcome stress. The scale was tested in a nomological network. Research limitations/implications The present study addresses a hitherto unaddressed gap in marketing literature with the construction and validation of a scale to measure service stress of a customer (named SERVSTRESS) using data from five studies spanning two countries. Practical implications The SERVSTRESS scale is relevant for the practitioners as it adds more value beyond the traditional service quality measures and allows the marketer to understand the nature of the stressors (with a specific focus on which is going right and which is going wrong) in the service delivery and allow him/her to take remedial actions. Originality/value The originality of the study is in the creation of a new scale to measure personal service stress and uncovering its underlying dimensions.

Policing in the COVID-19 pandemic: are rural police organizations immune?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Thomas J. Mrozla
Keyword(s):  
Design Methodology ◽  
The United States ◽  
Content Type ◽  
Public Health Emergencies ◽  
Police Organizations ◽  
Police Agencies ◽  
Health Tracking ◽  
Rural Police ◽  
Using Data ◽  
Practical Implications

PurposeThis study examined how rural police agencies have responded to the COVID-19 pandemic.Design/methodology/approachUsing data from various sources, this study first analyzed what factors influenced agency preparedness to respond to pandemics. Second, it examined how the pandemic influenced specific organizational practices.FindingsFindings revealed that as coronavirus infections increased in counties, supervisors were more likely be tasked with inspecting personal protective equipment (PPE), agencies were more likely to offer pandemic related training, health tracking of officers was more likely to occur and agencies were more likely to encounter a shortage of officers. In addition, as rurality increased, agencies were more likely to offer training but less likely to experience officers contracting COVID-19 and an officer shortage. Lastly, as the rurality of the county in which the agency resides increased, the ability to supply PPE decreased.Practical implicationsBased on these findings, it is imperative that rural police agencies give attention to risk management and the formulation of policy to prepare for public health emergencies.Originality/valueWhile knowledge about how large police agencies in the United States have responded during the coronavirus pandemic is building, little is known about rural policing during pandemics.

Promoting authenticity through celebrity brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amanda Kennedy ◽  
Stacey M. Baxter ◽  
Alicia Kulczynski
Keyword(s):  
Design Methodology ◽  
Consumer Attitudes ◽  
Purchase Intentions ◽  
Consumer Perceptions ◽  
Positive Outcomes ◽  
Content Type ◽  
Monetary Compensation ◽  
High Level ◽  
Practical Implications

Purpose This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and intentions. In addition, the notion of low-celebrity investment is investigated as a factor that diminishes the positive outcomes associated with celebrity brands. Design/methodology/approach Study 1 examines the effect of brand situation (endorsement versus celebrity brand) on consumer attitudes and intentions. Studies 2 and 3 investigate the role of celebrity authenticity in explaining the effects observed in Study 1. Study 4 examines celebrity investment as a bound of the phenomenon. Findings Study 1 demonstrates that consumers report heightened attitudes and intentions towards celebrity brands when compared to endorsements. Studies 2 and 3 provide evidence that authenticity explains the effects observed in Study 1. Results of Study 4 show that when consumers are aware of low-celebrity investment, the celebrity is viewed as inauthentic regardless of brand situation. Research limitations/implications This research is limited as it focuses only on known celebrity endorsers who were matched with products that had a high level of fit. In addition, purchase intentions were measured as opposed to the study of actual purchase behaviour. Practical implications This research has important implications for the development of endorsements and celebrity brands by demonstrating that consumers view celebrities as authentic when they are involved with brands for reasons other than monetary compensation. Originality/value This research shows that consumers have heightened attitudes and intentions towards celebrity brands compared to endorsements. This research identifies celebrity authenticity as the process underlying the observed phenomenon. However, celebrity investment is identified as a boundary condition demonstrating that knowledge of low investment results in a celebrity being viewed as inauthentic.

Doing the strategy hard yards

2019 ◽  
Vol 35 (1) ◽  
pp. 19-21
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Cutting Edge ◽  
The Internet ◽  
Content Type ◽  
Successful Strategy ◽  
Pertinent Information ◽  
High Level ◽  
Practical Implications

Purpose This paper reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings If you search images of the word “strategy” on the internet, three of the first seven images to appear on Google (other search engines are available) include chess pieces, while two of the top ten hits involve light bulbs. Aside from the obvious conclusions that any strategic discussion should either involve chess grand masters or well-lit rooms, it is clear that most people assume winning games with lots of moves are possible is the key to a successful strategy. But is this a valid analogy, even at a high level? Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

When face meets globalization

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Haiyang Huang ◽  
Jiaxun He
Keyword(s):  
Emerging Markets ◽  
Cultural Values ◽  
Consumer Culture ◽  
Design Methodology ◽  
Content Type ◽  
Global Branding ◽  
The Common ◽  
Moderation Model ◽  
Using Data ◽  
Practical Implications

Purpose Synthesizing the unique Confucian cultural values and the common characteristics of emerging markets, the purpose of this paper is to examine how face drives consumers’ attitudes toward global consumer culture positioning (GCCP) as well as the moderating roles of social aggrandizement and susceptibility to normative influence (SNI). Design/methodology/approach The authors adopt the total effect moderation model to test the hypotheses using data collected from China. Findings The results show that face positively affects consumers’ attitudes toward GCCP through enhancing their pursuit for global myth. In addition, social aggrandizement positively moderates the influence of face on pursuit for global myth. SNI positively moderates the influence of pursuit for global myth on attitudes toward GCCP. Practical implications The findings of this study highlight the need to utilize local powers to promote brands globally and provide guidelines for “Think Globally, Act Locally” in Confucian societies. Originality/value This study represents an important step in the global branding literature regarding the advancement of culturally driven attitudes toward GCCP by taking root in the Confucian culture.

scholarly journals Design teams management of conflict in reaching consensus

2019 ◽  
Vol 31 (2) ◽  
pp. 263-285
Author(s):  
Louise Kiernan ◽  
Ann Ledwith ◽  
Raymond Lynch
Keyword(s):  
Information Exchange ◽  
Design Methodology ◽  
Task Conflict ◽  
Design Teams ◽  
Content Type ◽  
Team Members ◽  
Design Projects ◽  
Industry And Education ◽  
High Level ◽  
Practical Implications

Purpose The purpose of this paper is to explore the conversation activities of design teams to negotiate task conflict and reach consensus. Design/methodology/approach Four case studies were conducted to analyse the conversation activities that teams use in the course of design projects. Findings The conversation activities that teams used to negotiate conflict and bring about consensus were identified. These conversation activities are associated with collaboration, communication and social skills enabling teams to engage in the high level of information exchange and negotiation that is required to manage task conflict. How they were used to negotiate conflict and help reach consensus is also discussed. Research limitations/implications The findings from this research are based on a small number of participants; hence, it cannot be generalised without further study with larger groups. However, the questions this paper has raised can be generalised to other design tasks and groups. Practical implications The findings have implications for the management of design teams and teams working on complex unstructured problems both in industry and education. They highlight how conflict can be constructively managed to bring about consensus that integrates the knowledge and perspective of all team members. Originality/value The benefits of task conflict have been disputed in the literature. This research has identified the conversation activities that facilitate the constructive management of task conflict to bring about consensus that integrates the perspectives and knowledge of a team.

Do tourists’ emotional experiences influence images and intentions in yoga tourism?

2019 ◽  
Vol 74 (3) ◽  
pp. 646-665 ◽  
Author(s):  
Pramod Sharma ◽  
Jogendra Kumar Nayak
Keyword(s):  
Behavioral Intentions ◽  
Structural Equation ◽  
Design Methodology ◽  
Predictive Power ◽  
Equation Modeling ◽  
Emotional Experiences ◽  
Content Type ◽  
Confirmatory Factor ◽  
Using Data ◽  
Practical Implications

Purpose The purpose of this study is to investigate the influence of tourists’ emotional experiences on predicting behavioral intentions via cognitive, affective and overall image in yoga tourism. Design/methodology/approach This study was conducted using data collected from 398 tourists visiting a yoga tourism destination in India. Confirmatory factor analysis and structural equation modeling were used in analyzing the collected data. Findings The study confirmed that specific tourists’ emotions act as a predictor of cognitive, affective and overall image. This in turn influenced the behavioral intentions of tourists. The effect of specific emotions on affective image was stronger than on cognitive image in yoga tourism. Practical implications The marketing campaign of yoga tourism should highlight the special benefits of yoga to activate, stimulate and influence tourists toward yoga tourism, thereby improving the flow of future tourists. It would also help in better positioning and promoting yoga tourism as a unique and distinct niche tourism market. Originality/value This study contributed to the literature by understanding the predictive power of specific emotions on behavioral intentions via, cognitive, affective and overall image in yoga tourism. As far as the authors’ knowledge is concerned, this study is first known attempt to investigate such relationships in tourism literature.

Authentic leaders must “walk the talk”

2014 ◽  
Vol 30 (8) ◽  
pp. 6-8
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Authentic Leadership ◽  
Reading Time ◽  
High Quality ◽  
Content Type ◽  
Positive Effects ◽  
The World ◽  
Pertinent Information ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds his/her own impartial comments and places the articles in context. Findings – In a survey of academics throughout Turkey, it was found that the positive effects of good “authentic” leadership might go even deeper, especially psychologically, than has previously been envisaged. Trust and high-quality leader–follower relations are essentials for both parties and the organization as a whole. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world”s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information, and presenting it in a condensed and easy-to-digest format.

scholarly journals Collaborative open strategic planning: a method and case study

2017 ◽  
Vol 30 (4) ◽  
pp. 832-852 ◽  
Author(s):  
Alireza Amrollahi ◽  
Bruce Rowlands
Keyword(s):  
Strategic Planning ◽  
Design Methodology ◽  
Planning Process ◽  
Formal Method ◽  
Review Of The Literature ◽  
Content Type ◽  
High Level ◽  
Open Strategy ◽  
Practical Implications

Purpose The purpose of this paper is to show how collaborative information technology (IT) tools and a crowdsourcing model can be leveraged for the purpose of strategic planning. To achieve this objective, a formal method of open strategic planning (OSP) is proposed. Design/methodology/approach Based on a review of the literature a set of activities, stakeholders, and governing rules are identified in the form of an OSP method. The proposed planning method is implemented in a case study of strategic planning in an Australian university. Observations by the research team, and archival records were used to ascertain the relevance of the used method. Findings A method for OSP is presented and assessed. The method contains four phases: pre-planning, idea submission, idea refinement, and plan development. These phases cover the activities required from conceptualization to preparing and publishing the strategic plan. The findings clarify how the principles of OSP helped the organization to include more stakeholders and provided the opportunity to make the planning process transparent through use of a collaborative IT tool. Practical implications The study provides managers and planning consultants with detailed guidelines to implement the concept of open strategy. Originality/value This study is among the few to propose a method for OSP based on empirical research. The study also shows how collaborative IT tools can be used for high-level organizational tasks such as strategic planning.

scholarly journals A standard proposal for biological resources centres

2017 ◽  
Vol 34 (2) ◽  
pp. 147-162 ◽  
Author(s):  
Anabela Martins ◽  
Nelson Lima ◽  
Paulo Sampaio
Keyword(s):  
Design Methodology ◽  
Technical Competence ◽  
Biological Resource ◽  
High Quality ◽  
Content Type ◽  
Biological Resource Centres ◽  
Agriculture And Environment ◽  
International Document ◽  
Practical Implications ◽  
Standard Development

Purpose The purpose of this paper is to contribute to develop a standard providing requirements for managing the quality and competence of the biological resource centres (BRC). Design/methodology/approach The methodology for the standard setting was based on the principles of credibility, transparency, alignment and consistency. A justification study was performed to establish its objectives and scope, avoid overlap and prevent the risks in implementation. International documents providing rules for standard development were taken into consideration. Requirements were assembled from several standards and participation of interested parties was promoted. Findings No relevant international document exists covering fundamental issues for BRC operation. It is possible to develop a consistent and aligned standard, under a credible and transparent process that fits BRC purposes. Practical implications This standard will strengthen the BRC technical competence increasing its capability to provide authenticated high-quality biological materials – a crucial factor for biotechnological developments in the fields of health, agriculture and environment. It will serve as a basis for the BRC compliance assessment and the launch pad for establishing the global BRC network. Originality/value Original paper.

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