The effects of expertise and brand schematicity on the perceived importance of choice criteria: a Bordeaux wine investigation

2017 ◽  
Vol 26 (1) ◽  
pp. 80-90 ◽  
Author(s):  
Laurence Carsana ◽  
Alain Jolibert
Keyword(s):  
Design Methodology ◽  
Online Survey ◽  
Red Wine ◽  
Product Category ◽  
Individual Characteristics ◽  
Content Type ◽  
Perceived Importance ◽  
Content Strategy ◽  
The Individual ◽  
Practical Implications

Purpose The purpose of this research is to understand the effects of expertise and brand schematicity on the perceived importance of choice criteria in the context of purchasing red wine purchase. Design/methodology/approach Data were collected via an online survey of 307 French wine consumers. The interaction effects of expertise and brand schematicity on the importance assigned to choice criteria were then investigated. Findings First, the results show that commercial brand is more important for brand-schematic consumers (novice and expert) than for brand-aschematic (novice and expert) consumers. Second, to make their choice, brand-schematic consumers place a greater reliance on quality cues than brand-aschematic consumers, whether they are novices or experts. Third, brand-aschematic novice consumers are only interested in two quality cues [Appellation d'Origine Contrôlée (AOC) label and wine category], but French brand-schematic novice and brand-aschematic expert consumers look for five quality cues (AOC label, wine category, vintage, commercial brand and place of bottling). Fourth, brand-schematic expert consumers take into account all quality cues. Practical implications The individual characteristics of consumers, that is, level of expertise and schematicity, influence the importance assigned to the information contained on the label. Care should be taken when designing a wine label, especially when consumers make their purchases in supermarkets and have no opportunity to seek advice. To convince these customers, it is essential that the font and size of the label ensure that the AOC label, wine category, vintage, commercial brand and place of bottling can be easily read. Brand-schematic consumers are interested in many quality cues to make their choice, and therefore, such information should be available in supermarkets (e.g. flyers and posters). Managers should also focus on brand content strategy to influence and hit brand-aschematic consumers. Originality/value There has been little research on the effect of brand schematicity on the importance of choice criteria. The interaction of brand schematicity and degree of expertise regarding product category has not been previously studied in relation to wine selection. Brand schematicity may be used as a segmentation criterion by managers in communication campaigns and brand content strategies.

Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Elena Delgado-Ballester
Keyword(s):  
Emotional Responses ◽  
Product Category ◽  
Individual Characteristics ◽  
Mediating Effect ◽  
Multiple Mediation ◽  
Brand Identification ◽  
Specific Product ◽  
Content Type ◽  
The Individual ◽  
Practical Implications

Purpose The purpose of this paper is to focus on the building of consumer–brand identification through the use of two themes (underdog and topdog) in the design of brand storytelling. It proposes that the underdog theme is superior because it is more effective in immersing readers in the story and generates higher emotional responses. The moderating effect of consumers’ implicit mindsets is also explored. Design/methodology/approach An experimental study with a single-factorial design is conducted with 301 consumers assigned at random to one of two brand storytelling conditions: underdog theme or topdog theme. Findings The results show a full mediating effect of the underdog (vs topdog) theme on brand identification through reader immersion and empathic feelings. Research limitations/implications The use of a fictitious brand and a specific product category may limit the generalizability of the results. Practical implications Placing the brand in a story with an underdog plot is more effective in catching consumers’ attention than using a topdog brand story. In particular, using an underdog theme is a good approach for targeting consumers who have a growth mindset. Originality/value This study explains the persuasiveness of brand storytelling in terms of the characteristics of the storytelling itself rather than the individual characteristics of consumers (e.g. their own underdog dispositions). The results also suggest that the implicit mindset of the individual plays a role.

User categories of mobile travel services

2014 ◽  
Vol 5 (1) ◽  
pp. 17-30 ◽  
Author(s):  
Niklas Eriksson
Keyword(s):  
Online Survey ◽  
Service Providers ◽  
Mobile Services ◽  
Individual Characteristics ◽  
Online Data ◽  
Content Type ◽  
Travel Services ◽  
Online Data Collection ◽  
Barriers To Use ◽  
Practical Implications

Purpose – This study aims to identify user categories of mobile travel services and analyze the differences between the categories based on individual characteristics, the individuals' perceived barriers to use internet-/mobile services during a trip and the individuals' preferred channel strategies. Design/methodology/approach – An extensive online survey in Finland was conducted to collect the data and a cluster analysis is used to identify the user categories. Findings – The study indicates that there are four user categories of mobile travel services: “info-seekers”, “checkers”, “bookers” and “all-rounders” and one group of “non-users”. Research limitations/implications – Due to the online data collection method and the self-selective process, the sample may be biased towards respondents finding electronic travel services important. It would be of value to conduct similar studies on a representative sample of the total population of different countries. Practical implications – The identified categories can be seen as consumer segments for which travel service providers can target mobile services. Originality/value – This study contributes with a categorization of mobile travelers and provides insights on the diffusion of mobile travel services.

scholarly journals Which cues cause consumers to perceive brands as more global? A conjoint analysis

2015 ◽  
Vol 32 (6) ◽  
pp. 606-626 ◽  
Author(s):  
Sarah De Meulenaer ◽  
Nathalie Dens ◽  
Patrick De Pelsmacker
Keyword(s):  
Cluster Analysis ◽  
Conjoint Analysis ◽  
Consumer Culture ◽  
Design Methodology ◽  
Product Category ◽  
Relative Importance ◽  
Brand Name ◽  
High Involvement ◽  
Content Type ◽  
Practical Implications

Purpose – The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences consumers’ perceived brand globalness. Design/methodology/approach – The authors conducted conjoint analyses for two products differing in product category involvement (chocolates vs computer) with 200 consumers from the Netherlands. Additionally, based on cluster analysis, the authors divide respondents into two groups: local vs global consumer culture individuals, and the authors compare the results of the conjoint analysis for these two clusters. Findings – Advertising copy is most important in determining perceived brand globalness. The spokesperson and the brand logo determine perceived brand globalness more strongly for a low-involvement product, whereas the brand name is more important for a high-involvement product. Further, the spokesperson and the brand logo are relatively more important for global consumer culture individuals, while local consumer culture individuals find the brand name and advertising copy relatively more important. Practical implications – The most important cue to position a brand as global is the advertising copy. Brand managers of a low-involvement product and/or targeting global-minded consumers should concentrate on the spokesperson and the brand logo to position their brand. Managers of a high-involvement product and/or targeting local-minded people should focus on the brand name. Originality/value – While a number of researchers have emphasized the importance of perceived brand globalness for international consumer behavior, the present study is the first to the authors’ knowledge to investigate the relative importance of different cues in creating perceptions of brand globalness.

Are the saving decision patterns of bank customers also clouded by psychological biases? Evidence from Ghana

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Joseph Emmanuel Tetteh ◽  
Christopher Boachie
Keyword(s):  
Decision Making ◽  
Loss Aversion ◽  
Design Methodology ◽  
Weighted Least Squares ◽  
Least Squares Regression ◽  
Individual Decision ◽  
Content Type ◽  
Saving Decisions ◽  
The Individual ◽  
Practical Implications

PurposeThis paper attempts to investigate the influence of psychological biases on saving decision-making of bank customers in Ghana.Design/methodology/approachIt employs weighted least squares regression to test the effect of psychological biases on savings decisions of bank customers.FindingsThe findings show that all the nine psychological biases, namely mental accounting, availability, loss aversion, representativeness, anchoring, overconfidence, status quo, framing effect and disposition effect employed for the study have a significant influence on saving decision of bank customers. The results depict that psychological biases are entrenched in the saving pattern of bank customers in Ghana.Practical implicationsFor policy purposes, the study recommends that bank customers need to enhance their knowledge of psychological biases in order to improve their gains from savings, and not to fall prey to these prejudices. The satisfied customer is a dependable source of bank viability and survival.Originality/valueTo the best of the knowledge of the author, this study provides the first empirical evidence of the influence of psychological biases on saving decisions of bank customers in Ghana. The findings of this study will enhance knowledge on the influence of psychological biases on individual decision-making and will accentuate the fact that the individual is not an entirely rational being.

Guest editorial: Solving problems for service consumers experiencing vulnerabilities: a marketplace challenge

2021 ◽  
Vol 35 (6) ◽  
pp. 685-691
Author(s):  
Raechel Johns ◽  
Janet Davey
Keyword(s):  
Design Methodology ◽  
Guest Editorial ◽  
Individual Characteristics ◽  
Service Systems ◽  
Social Implications ◽  
Special Issue ◽  
Actor Network ◽  
Content Type ◽  
Key Issues ◽  
Practical Implications

Purpose While there is burgeoning service literature identifying consumer vulnerabilities and questioning the assumption that all consumers have the resources to co-create, limited research addresses solutions for consumers experiencing vulnerabilities. Service systems can provide support for consumers but can also create inequities and experienced vulnerabilities. This paper aims to identify current and further research needed to explore this issue and addresses marketplace problems for consumers experiencing vulnerabilities. Design/methodology/approach This viewpoint discusses key issues relating to solving marketplace problems for consumers experiencing vulnerabilities. A call for papers focused on solving marketplace problems for consumers experiencing vulnerabilities resulted in a large number of submissions. Nine papers are included in this special issue, and each one is discussed in this editorial according to five emergent themes. Findings Vulnerabilities can be temporary, or permanent, and anyone can suddenly experience vulnerabilities. Inequities and vulnerabilities can be due to individual characteristics, environmental forces, or due to the structure of the marketplace itself. Solutions include taking a strengths-based approach to addressing inequities and using a multiple-actor network to provide support. Practical implications The recommendations addressed in this paper enable more positive approaches to solving marketplace problems for consumers experiencing vulnerabilities. Social implications Taking a solutions-focused lens to research relating to vulnerabilities will contribute toward addressing inequities within the marketplace. Originality/value Increasingly, service literature is identifying inequities; however, very limited research addresses solutions for solving marketplace problems for consumers experiencing vulnerabilities. This paper suggests taking an approach focusing on strengths, rather than weaknesses, to determine strategies, and using the support of other actors (Transformative Service Mediators) where required.

Frameworks for consumers’ narratives in a changing marketplace

2017 ◽  
Vol 35 (7) ◽  
pp. 892-906
Author(s):  
David A. Gilliam ◽  
Teresa Preston ◽  
John R. Hall
Keyword(s):  
Design Methodology ◽  
Ground Level ◽  
Retail Banking ◽  
Content Type ◽  
Cultural Narrative ◽  
Banking Activity ◽  
Consumer Surveys ◽  
The Individual ◽  
The Impact ◽  
Practical Implications

Purpose Narratives are central to consumers’ understanding of brands especially during change. The financial crisis that began in 2008 offered a changing marketplace from which to develop two managerially useful frameworks of consumer narratives. The paper aims to discuss these issues. Design/methodology/approach Consumer focus groups, interviews with bankers and qualitative consumer surveys were used to gather consumers’ narratives about retail banking. The narratives were examined through frameworks from both the humanities and psychology (narrative identity). Findings The individual consumer narratives were used to create first a possible cultural narrative or bird’s eye view and later archetypal narratives of groups of consumers for a ground-level view of the changing marketplace. Research limitations/implications Like all early research, the findings must be examined in other contexts to improve generalizability. Practical implications The narrative results revealed the impact of change on consumers’ identities, views of other entities and retail banking activity to yield managerially actionable information for segmentation, target marketing, branding and communication. Originality/value Frameworks are developed for consumer narratives which are shown to be useful tools in examining consumers’ reactions to changing markets and in formulating marketing responses.

Employee competences in manufacturing companies – an expert survey

2015 ◽  
Vol 34 (8) ◽  
pp. 1004-1018 ◽  
Author(s):  
Gerrit Meyer ◽  
Bianca Brünig ◽  
Peter Nyhuis
Keyword(s):  
Design Methodology ◽  
Production Management ◽  
Online Survey ◽  
Manufacturing Companies ◽  
Content Type ◽  
Openness To Change ◽  
Future Production ◽  
Quality Awareness ◽  
Practical Implications ◽  
Very High

Purpose – The purpose of this paper is to present competences that are highly relevant for manufacturing today and tomorrow. Following a discussion on the concept of “competence”, a variety of competences are presented and classified into the four facets professional, methodological, social, and self-competence. Design/methodology/approach – Using an exploratory method, the paper aims at describing relevant manufacturing-related competences with the help of an online survey. Experts, mostly from the production management or HR departments of manufacturing companies in Germany, were polled and asked to evaluate the relevancy of a list of competences for manufacturing. Findings – For the experts, flawless execution and quality awareness are competences with a very high relevance, whereas analytical abilities have very little meaning. The experts questioned expect openness to change to undergo the strongest increase in importance. Practical implications – This paper shows competences particularly relevant for future production, so that companies can derive specific competence development measures. The findings are descriptive only, but should enable companies to identify specific competence gaps and to select measures to develop competences. Originality/value – This paper attempts to bridge the gap between academics and practice by outlining relevant manufacturing competences that have been evaluated by managers. This is in contrast to most scientific research that classifies manufacturing-related competences as important based on own assessment.

Medical student and psychiatrist perceptions towards a psychiatric career

2017 ◽  
Vol 22 (4) ◽  
pp. 315-323
Author(s):  
Thomas Flamini ◽  
Natasha R. Matthews ◽  
George S. Castle ◽  
Elliot M. Jones-Williams
Keyword(s):  
Medical Student ◽  
Medical Students ◽  
Medical School ◽  
Family Life ◽  
Design Methodology ◽  
Online Survey ◽  
Structured Interview ◽  
Structured Interviews ◽  
Content Type ◽  
Practical Implications

Purpose The purpose of this paper is to investigate perceptions towards a career in psychiatry among medical students and psychiatrists and identify how recruitment into the specialty may be improved. Design/methodology/approach This study locally compares medical student and psychiatric doctor responses to a structured online survey and structured interviews with key managerial figures in the Humber NHS Foundation Trust. Findings Comparison across two main areas (pre-decision exposure to psychiatry and reasons for considering a psychiatric career) found that both students and doctors were influenced to make a choice about a career in psychiatry during medical school. Medical students found compatibility with family life to be more important when considering psychiatry, whereas doctors cited content-based reasons as significant pull factors. Stigma and fear of being harmed deterred some students from choosing a career in psychiatry. Structured interview responses reiterated the importance of pre-medical school and undergraduate mentorship in bolstering future recruitment to psychiatry. Practical implications Medical students perceive certain career issues differently to their postgraduate counterparts. Widening the content-based appeal of psychiatry and optimising the medical school experience of the specialty via varied and high-quality placements may be a key step towards tackling the national shortfall in qualified psychiatrists. Originality/value This is the first published study comparing medical student and psychiatric doctor perceptions of a career in psychiatry.

Motivations, barriers and readiness factors for Quality 4.0 implementation: an exploratory study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Michael Sony ◽  
Jiju Antony ◽  
Jacqueline Ann Douglas ◽  
Olivia McDermott
Keyword(s):  
Empirical Study ◽  
Exploratory Study ◽  
Design Methodology ◽  
Online Survey ◽  
Practical Relevance ◽  
Theoretical Base ◽  
Content Type ◽  
Body Of Knowledge ◽  
Practical Implications

PurposeQuality 4.0 is the new buzzword among quality professionals. There has been no empirical study of Quality 4.0 yet. Hence, the purpose of this paper is to investigate what are the motivations, barriers and readiness factors for Quality 4.0 implementation.Design/methodology/approachThis study uses an online survey on senior quality professionals working in leading companies in Europe and America. In total, 50 participants participated in this study.FindingsThis study finds the top five motivating, barriers and readiness factors for Quality 4.0 implementation. These factors are ranked in terms of the order of importance as perceived by senior quality professionals.Research limitations/implicationsThis is the first empirical study on Quality 4.0 that investigates the motivation, barriers and readiness factors of Quality 4.0. This study provides a theoretical base of Quality 4.0 body of knowledge in terms of its practical relevance and adoption in modern-day organizations.Practical implicationsOrganizations can use this study to understand what the motivation and barriers for implementing Quality 4.0. In addition, before implementation of Quality 4.0, the readiness factor for Quality 4.0 can be used by organizations to evaluate their preparedness before the actual implementation of the initiative.Originality/valueThis is the first empirical study on Quality 4.0 that captures the viewpoints of senior quality professionals on the motivation, barriers and readiness factors of Quality 4.0.

Cultural traits influencing the adoption of new ways of workings

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amitesh Singh Parihar ◽  
Vinita Sinha
Keyword(s):  
Design Methodology ◽  
Driving Forces ◽  
Manufacturing Industries ◽  
Survey Questionnaire ◽  
Content Type ◽  
New Ways Of Working ◽  
One Step ◽  
Cultural Traits ◽  
The Individual ◽  
Practical Implications

Purpose The purpose of this paper is to identify the strengths and areas of improvement for taking organizations one step ahead in terms of adopting digitalization, analytics and governance. Also, the paper aims to identify the organizational cultural traits that influence the adoption of digitization and technology, analytics and governance. Design/methodology/approach A quantitative analysis of survey questionnaire collected from working professionals of various manufacturing industries to find out the driving traits and the restraining traits and to propose which is dominating. Sector: manufacturing, sample: working professionals across functions and sample size: 80–100 people. Findings This research suggests the cultural traits that influence the adoption of digitization and technology, analytics and governance in any organization. Practical implications As organizations explore new ways of working, their organizational culture and employee perspective would play an important role in prioritizing the interventions. This research aims to suggest a strategy to strengthen the driving forces and/or weaken the restraining forces. Originality/value There are various papers available on the individual topics but the uniqueness of this paper is that it represents all three factors in a single research and their influencers.

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