Does eWOM matter to brand extension?

2017 ◽  
Vol 11 (3) ◽  
pp. 232-245 ◽  
Author(s):  
Xin Liu ◽  
Jing Hu ◽  
Bing Xu
Keyword(s):  
Brand Extension ◽  
Critical Issue ◽  
Public University ◽  
Brand Extensions ◽  
Differential Impact ◽  
Content Type ◽  
Message Type ◽  
Marketing Resources ◽  
Different Types ◽  
The Impact

Purpose The purpose of this study is to find out how electronic word of mouth (eWOM) may affect evaluations of products with different brand images. In particular, the study explores differential eWOM impacts across several brand types and extension categories. Design/methodology/approach An experiment with 2 (brand image: prestige/function) × 2 (category similarity: low/high) × 2 (eWOM message type: positive/negative) between-subjects design was used to examine the impacts of eWOM on different types of brand extensions. A total of 268 subjects from a public university in the Southwest participated in the study. Analysis of Variance (ANOVA) was used in analyzing the data. Findings The findings highlight the differential impact of eWOM on brand extension evaluations with different brand images. First, eWOM is more effective in influencing evaluations of functional brand extensions than prestige brand extensions. Second, whereas negative eWOM does equally bad on both high- and low-similarity brand extensions, positive eWOM is more effective in improving evaluations of high-similarity extensions than low-similarity extensions. Originality/value This study is the first to examine the impact of eWOM on products with different brand images. This is a critical issue for brand managers who allocate limited marketing resources to monitoring and managing vast amounts of eWOM activities. The findings provide important guidance for managing social media marketing communications.

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.

Impact of word-of-mouth, job attributes and relationship strength on employer attractiveness

2019 ◽  
Vol 42 (6) ◽  
pp. 721-739 ◽  
Author(s):  
Faiz Ahamad
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Information Source ◽  
Differential Impact ◽  
Content Type ◽  
Job Attributes ◽  
Relationship Strength ◽  
Job Information ◽  
Employer Attractiveness ◽  
The Impact

Purpose Job information through word-of-mouth (WOM) has a crucial impact on employer attractiveness. The phenomenal rise of social media offers alternate WOM platforms for sharing job information, which is quite different from traditional face-to-face WOM. The purpose of this paper is to examine the differential impact of traditional word-of-mouth (t-WOM) and social media word-of-mouth (s-WOM) on employer attractiveness along with the difference in the job attributes and relationship strength with the information source. Design/methodology/approach A 2 × 2 × 2 experiment was conducted to examine the impact of information source (t-WOM and s-WOM), job attributes (tangible and intangible) and relationship strength (strong and weak), on employer attractiveness. Source expertise and source trust were treated as the control variable. Findings The result shows the differential impact of t-WOM and s-WOM on employer attractiveness. Moreover, t-WOM from strong relation source found to have a high impact on employer attractiveness than s-WOM. No significant difference due to job attributes was found. Research limitations/implications Use of only positive WOM and not the negative one, student as the subjects, etc. Practical implications The present study suggests using t-WOM and s-WOM to attract talented job seekers. Originality/value This is the first study to analyze the differential impact of t-WOM and s-WOM on employer attractiveness.

When I am old I shall wear purple: a qualitative study of the effect of group poetry sessions on the well-being of older adults

2016 ◽  
Vol 20 (4) ◽  
pp. 195-198 ◽  
Author(s):  
Richard Seymour ◽  
Michael Murray
Keyword(s):  
Older People ◽  
Assisted Living ◽  
Well Being ◽  
Content Type ◽  
Short Period ◽  
Different Types ◽  
Poetry Reading ◽  
The Impact ◽  
Health And Well Being ◽  
Practical Implications

Purpose There is increasing evidence that participation in various art forms can be beneficial for health and well-being. The purpose of this paper is to examine the impact of participating in a poetry reading group on a group of older residents of an assisted living facility. Design/methodology/approach Six poetry sessions, each on a different theme, were conducted with a group of volunteer participants. These sessions, those of pre- and post-study focus groups and interviews with the group facilitator and staff contact were audio-recorded. The transcripts of the recordings were then subjected to a thematic analysis. Findings Overall the participants were enthused by the opportunity to participate in the project and the benefits were confirmed by the support staff. In addition, reading poetry on particular themes promoted different types of discussion. Research limitations/implications The number of participants in this study was small and the study was conducted over a short period of time. Practical implications This paper confirms the impact of poetry reading for older people. The challenge is to explore this impact in more detail and over community as well as residential settings. Originality/value This paper is the first empirical report on the value of poetry reading for older people.

scholarly journals Fear vs humor appeals: a comparative study of children's responses to anti-smoking advertisements

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Valentina Nicolini ◽  
Fabio Cassia
Keyword(s):  
Behavioral Intentions ◽  
Social Issues ◽  
Healthy Lifestyle ◽  
Fear Appeal ◽  
Negative Consequences ◽  
Youth Smoking ◽  
Lifestyle Habits ◽  
Content Type ◽  
Different Types ◽  
The Impact

PurposeThis study aims to examine the different effects that the fear and humor appeals in anti-smoking advertisements for children have on their affective reactions to the advertisements, on their beliefs about smoking and on their behavioral intentions to smoke.Design/methodology/approachThis paper presents the findings of a qualitative research study conducted in Italy with children aged from 8 to 11 years.FindingsThe results indicated that the humor appeal is a useful method for conveying a social theme in a pleasant way and creating a likable character that becomes an example for children to imitate; however, it is necessary to employ the fear appeal to make children reflect carefully about the negative consequences of smoking.Research limitations/implicationsThis study examined only children's behavioral intentions derived from anti-smoking advertisements, but future research should also examine their real behaviors after a period following repeated viewing of public service announcements about smoking prevention or other social issues.Practical implicationsUnderstanding how different types of appeals can influence children represents an important result for the prevention of youth smoking and the promotion of healthy lifestyle habits during childhood.Social implicationsUnderstanding how different types of appeals can influence children represents an important result for the prevention of youth smoking and the promotion of healthy lifestyle habits during childhood.Originality/valueFew studies have examined the impact of social advertisements on children, and particularly little is known about the effectiveness of fear appeals on this group.

Women and expatriate assignments

2016 ◽  
Vol 38 (2) ◽  
pp. 200-223 ◽  
Author(s):  
Arup Varma ◽  
Linda Russell
Keyword(s):  
Organizational Support ◽  
Multinational Enterprises ◽  
Process Model ◽  
Theoretical Perspective ◽  
Critical Issue ◽  
Critical Determinant ◽  
Content Type ◽  
Female Employees ◽  
Expatriate Assignments ◽  
The Impact

Purpose – The purpose of the paper is twofold – first, to explore the role of perceived organizational support (POS) during the three critical stages of the female expatriate experience, with a view to explaining the disproportionately low numbers of females in expatriate roles; and second, to offer specific suggestions to multi-national enterprises to help them create a level playing field so females can compete for expatriate assignments. Design/methodology/approach – The authors draw upon the theory of POS to explore how the perceived lack of support from their organization during the critical stages of expatriate assignments affects women’s interest, and potentially their performance, in expatriate assignments. The authors develop and present relevant propositions. Findings – This is a conceptual paper that offers a process model of the impact of POS on the three stages of selection of females for expatriates. Research limitations/implications – From a theoretical perspective it is clear that POS can play an important role in the willingness of females to accept international assignments. Thus POS can be a critical determinant of the potential levels of female participation in expatriate assignments. Previously, scholars have argued that the low numbers of female expatriates may be a result of a lack of interest on their part, or because they may not be welcomed in many countries. However, subsequent theses have argued, and many studies have shown, that females can be equally successful. The proposed process model helps to better understand how organizations might dismantle the barriers faced by potential female expatriates, by addressing the key issues at each stage. Practical implications – Multinational enterprises need to ensure that they are drawing from their full pool of talent, if they are to compete effectively against other multinational enterprises. By paying attention to the suggestions, and adopting and executing the propositions, they will be able to avoid the possibility that their qualified female employees may withdraw from the organization if they believe that they are not likely to be considered for expatriate assignments, simply because of their gender, even though they are interested. Social implications – From a societal perspective, it is indeed critical that qualified females are provided the same opportunities that are made available to males. Given that roughly half the population is female, multi-national enterprises that fail to treat their female employees fairly will be seen as poor corporate citizens. Originality/value – This is the first paper to address the critical issue of low numbers of females on expatriate assignments by drawing upon the tenets of the theory of POS. The authors offer several propositions to help multinational enterprises understand the impact of the gender imbalance in expatriate assignments, and offer suggestions on how organizations might improve the participation of females in expatriate assignments.

Public Capital and Innovation

2012 ◽  
Author(s):  
Pierre-Richard Agénor
Keyword(s):  
Public Policy ◽  
Public Capital ◽  
Spillover Effects ◽  
Critical Issue ◽  
Government Interventions ◽  
Trade Offs ◽  
Different Types ◽  
Innovation Capacity ◽  
The Government ◽  
The Impact

This chapter extends the Allais–Samuelson Overlapping Generations models presented in chapters 1 and 2 to study interactions between infrastructure and human capital with R&D activities and growth. It begins by providing some background evidence on these interactions. The model is then presented and solved, and the impact of public policy, including potential trade-offs associated with the provision of infrastructure and other services by the government, is discussed. Again, this is a critical issue; if governments have access to limited resources to cover their expenditure, different types of government interventions may entail (temporary or permanent) trade-offs at the macroeconomic level—even though at the microeconomic or sectoral level these interventions are largely complementary. In addition, different types of government intervention may generate spillover effects on other sectors, which may have an indirect impact on innovation capacity.

Organizational culture and knowledge management processes: case study in a public university

2019 ◽  
Vol 49 (1) ◽  
pp. 35-53 ◽  
Author(s):  
Iman M. Adeinat ◽  
Fatheia H. Abdulfatah
Keyword(s):  
Higher Education ◽  
Organizational Culture ◽  
Knowledge Management ◽  
Public University ◽  
Equation Modeling ◽  
Management Process ◽  
Content Type ◽  
Management Processes ◽  
The Impact ◽  
Knowledge Management Processes

Purpose The purpose of this paper is to examine knowledge management interrelationships in higher education institutions and to assess the impact of the university’s culture on knowledge management processes: creation, dissemination, exchange and application. Design/methodology/approach The proposed model establishes the relationships between organizational culture (OC) and knowledge management processes in a single framework. The study used the organizational culture assessment instrument to determine the culture type and used structural equation modeling to assess the underlying relationships between knowledge management process and OC. Findings The results of the factor analysis used in this study suggest that adhocracy organizational culture, in which an organization is characterized by emphasis on individual initiative and employee empowerment, may not necessarily affect all knowledge management processes equally. In particular, an organization’s culture principally influences the knowledge creation process, followed by knowledge exchange, in a public university setting. Originality/value The study provides a comprehensive outlook on the effect of adhocracy culture in higher education on the knowledge management process through the lens of one cultural context. In addition, this is the first study that explores the OC effect on knowledge management process in a Saudi public university.

Innovation in the aftermath of downsizing: evidence from the threat-rigidity perspective

2020 ◽  
Vol 49 (9) ◽  
pp. 1859-1877
Author(s):  
José Fernández-Menéndez ◽  
Óscar Rodríguez-Ruiz ◽  
José-Ignacio López-Sánchez ◽  
María Isabel Delgado-Piña
Keyword(s):  
Regression Models ◽  
Negative Impact ◽  
Content Type ◽  
Logistic Regression Models ◽  
Marketing Innovation ◽  
Different Types ◽  
Threat Rigidity ◽  
The Impact ◽  
Research Show ◽  
Innovation Outcomes

PurposeThe purpose of this paper is to study how job reductions affect product innovation and marketing innovation in a sample of 2,034 Spanish manufacturing firms in the period 2007–2014.Design/methodology/approachPoisson and logistic regression models with random effects were used to analyse the impact of downsizing on some innovation outcomes of firms.FindingsThe results of this research show that the stressful measure of job reductions may have unexpected consequences, stimulating innovation. However downsizing combined with radical organisational changes such as new equipment, techniques or processes seems to have a negative impact on product and marketing innovation.Originality/valueThis research has two original features. First, it explores the unconventional direction of causality from the planned elimination of jobs to innovation outputs. Secondly, the paper looks at the combined effect of downsizing and other restructuring measures on different types of innovation. Following the threat-rigidity theory, we assume that this combination represents a major threat for survivors that leads to lower levels of product and marketing innovation.

The impact of personality and cognitive style of managers on their work types

2019 ◽  
Vol 38 (1) ◽  
pp. 58-71 ◽  
Author(s):  
Surajit Saha ◽  
R.R.K. Sharma
Keyword(s):  
Negative Impact ◽  
Cognitive Styles ◽  
Identity Work ◽  
Personality Factors ◽  
Organizational Studies ◽  
Institutional Work ◽  
Diverse Range ◽  
Content Type ◽  
Different Types ◽  
The Impact

PurposeThe purpose of this paper is to explore the relationships between the personality and cognitive styles of managers and different types of work.Design/methodology/approachThe personality types and cognitive styles of managers were measured, respectively, with the help of the Big Five personality factors and Jung’s cognitive types. Different types of works in an organization were categorized in three ways: identity, institutional and integrative work. A survey questionnaire method was used to collect data from a sample of 107 managers from a diverse range of industries, and these data were used to test the hypotheses.FindingsThe study found that intuitive feeling and intuitive thinking types of cognitive styles are suitable for identity and integrative kinds of work, respectively. Openness to experience and conscientiousness positively correlate with identity work. For institutional work, conscientious personality trait is most important for managers; agreeableness has a negative impact on identity work and institutional work.Practical implicationsThis study will assist recruitment and staffing professionals, when recruiting managers for an organization, and the paper should be interesting for readers in industry (professionals in HR, managerial career development and managerial competence audit and counseling) and academia (research scholars).Originality/valueAnalysis of theses relationship types is unavailable in the literature of leadership and organizational studies. It can help organizations utilize their human resources efficiently.

Exploring the differential impact of work passion on life satisfaction and job performance via the work–family interface

2019 ◽  
Vol 48 (5) ◽  
pp. 1100-1119 ◽  
Author(s):  
Sheryl Chummar ◽  
Parbudyal Singh ◽  
Souha R. Ezzedeen
Keyword(s):  
Life Satisfaction ◽  
Job Performance ◽  
Family Relationship ◽  
Work Life ◽  
Conservation Of Resources ◽  
Differential Impact ◽  
Content Type ◽  
Work Family ◽  
The Impact ◽  
Work Passion

Purpose The purpose of this paper is to examine the impact of work passion on life satisfaction and job performance through a work–life conflict path and a work–life enrichment path. The authors also consider individual and contextual factors under which these relationships are affected. Implications for researchers and HR practitioners are highlighted. Design/methodology/approach The conceptual paper draws mainly on conservation of resources theory to explore the differential impact of work passion on the work–life interface and, consequently, on life satisfaction and job performance. Findings The authors theorize how two types of passion – harmonious and obsessive – relate to both work–family conflict and work–family enrichment. Given the emphasis on resources in these relationships, the authors also consider the moderating effects of psychological detachment and a supportive work–family organizational culture. Finally, the authors demonstrate the significant impact of studying the passion/work–family relationship by illustrating its effects on two important outcomes for individuals and organizations, namely life satisfaction and job performance. Originality/value Although the study of work passion is gaining attention from management scholars, little research has examined its influence on job performance and the work–life interface. This paper advances the authors’ knowledge in these areas. Furthermore, the authors argue the importance of considering both the individual and organizational contexts wherein the experience of work passion plays out.

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