Brand meaning cocreation: toward a conceptualization and research implications

2016 ◽  
Vol 26 (6) ◽  
pp. 911-932 ◽  
Author(s):  
Kieran D. Tierney ◽  
Ingo O. Karpen ◽  
Kate Westberg
Keyword(s):  
Empirical Research ◽  
Service Systems ◽  
Marketing Theory ◽  
Conceptual Foundation ◽  
Content Type ◽  
Geographic Space ◽  
Brand Meaning ◽  
Research Propositions ◽  
Multiple Interactions

Purpose The purpose of this paper is to consolidate and advance the understanding of brand meaning and the evolving process by which it is determined by introducing and explicating the concept of brand meaning cocreation (BMCC). Design/methodology/approach In-depth review and integration of literature from branding, cocreation, service systems, and practice theory. To support deep theorizing, the authors also examine the role of institutional logics in the BMCC process in framing interactions and brand meaning outcomes. Findings Prior research is limited in that it neither maps the process of cocreation within which meanings emerge nor provides theoretical conceptualizations of brand meaning or the process of BMCC. While the literature acknowledges that brand meaning is influenced by multiple interactions, their nature and how they contribute to BMCC have been overlooked. Research limitations/implications This paper reveals a significant gap in knowledge of how brand meaning is cocreated, despite the essential role of brand meaning for firm success and increasing academic interest in the notion of cocreation. Ultimately, this paper builds a conceptual foundation for empirical research in this regard. Originality/value This paper proposes that brand meaning is cocreated through the interconnection of different social and service systems, across system levels, time, and geographic space. Marketing theory is advanced by outlining a set of research propositions pertaining to the BMCC process. The authors consider how discrete actor-based brand meanings contribute to an overall brand gestalt and how such a gestalt potentially evolves along a continuum. Additionally, the authors provide a managerially and theoretically relevant research agenda to guide much needed empirical research into BMCC.

Toward a theory on workplaces for smart workers

Facilities ◽  
2019 ◽  
Vol 38 (3/4) ◽  
pp. 298-315
Author(s):  
Luisa Errichiello ◽  
Tommasina Pianese
Keyword(s):  
Web Sites ◽  
Participant Observation ◽  
Secondary Data ◽  
Primary Data ◽  
Innovative Design ◽  
Content Type ◽  
New Type ◽  
Smart Working ◽  
Research Propositions

Purpose The purpose of this paper is to identify the main features of smart work centers (SWCs) and show how these innovative offices would support the implementation of smart working and related changes in workspaces (“bricks”), technologies (“bytes”) and organizational practices (“behaviors”). Design/methodology/approach In this study, scientific literature is combined with white papers and business reports and visits to 14 workplaces, including offices designed as SWCs, co-working spaces, one telecenter, one accelerator and one fab lab. Primary data were collected through interviews with managers and users and non-participant observation, whereas secondary data included web-sites, brochures, presentations, press releases and official documents. Findings The authors developed research propositions about how the design of spaces and the availability of technology within SWCs would support the “bricks” and “bytes” levers of smart working. More importantly, the authors assumed that this new type of workplace would sustain changes in employees’ behaviors and managers’ practices, thus helping to overcome several challenges traditionally associated with remote working. Research limitations/implications The exploratory nature of the research only provides preliminary information about the role of SWCs within smart working programs. Additional qualitative and quantitative empirical investigation is required. Practical implications This study provides valuable knowledge about how the design of corporate offices can be leveraged to sustain the implementation of smart working. Originality/value This study advances knowledge on workplaces by focusing on an innovative design of traditional offices (SWC). It also lays the foundations for future investigation aimed at testing the developed propositions.

scholarly journals A case-based generalizable theory of consumer collecting

2018 ◽  
Vol 52 (5/6) ◽  
pp. 946-972 ◽  
Author(s):  
Charalampos Saridakis ◽  
Sofia Angelidou
Keyword(s):  
Qualitative Comparative Analysis ◽  
Comparative Approach ◽  
Social Motives ◽  
Content Type ◽  
Global Brands ◽  
Consumption Behaviour ◽  
Empirical Typology ◽  
Social Motive ◽  
Research Propositions

Purpose Collecting behaviour is a special type of consumption, which consists of several traits, such as “completion”, “perfection”, “caring” and “cooperation”. The purpose of this study is to shed light on this complex consumption behaviour, by effectively developing an empirical typology of collectors and explaining their motivation to engage in collecting. Design/methodology/approach In total, 208 questionnaires were collected among Thai collectors. A set-theoretic comparative approach was implemented – namely, fuzzy-set qualitative comparative analysis. The value of the proposed approach over conventional correlational methods, is illustrated through an examination of a set of relevant research propositions. Findings The study develops an empirical typology of collectors, on the basis of the various collecting behaviour traits. It has been suggested that different combinations of motives are sufficient for identifying collector types accurately, and the proposed typology is stable and generalizable across collectors of different demographic characteristics. Specifically, “expert professionals” are mainly driven by adventure and social motives, while the role of idea motive is crucial for “introvert focusers”. Adventure and social motives are necessary conditions for “extrovert altruists”, while gratification has a deleterious role. The presence of social motive is necessary for “hobbyists”, while the absence of value motive is also required. Practical implications The brand collectible market is booming, and the collectibles can be a strategy for brands to maintain existing users and reinforce loyalty levels. Global brands, such as Swatch and Coca-Cola, have been acquired for collection rather than typical consumption purposes. Marketers and brand managers should therefore monitor the motivation behind this complex consumption behaviour. The mosaic of motives to engage in collecting behaviour varies across different types of collectors, and therefore specifically tailored strategies are proposed. Originality/value The study tackles the lack of literature specifically focussing on collecting behaviour in relation to motivation. This is the first attempt to empirically derive a collectors’ typology and provide a nuanced coverage of how financial and nonfinancial (hedonic) motives and their combinations affect different collector types.

scholarly journals Social construction of innovation and the role of innovation brokers in the construction sector

2019 ◽  
Vol 20 (2) ◽  
pp. 247-259
Author(s):  
Natalya Sergeeva ◽  
Naomi Liu
Keyword(s):  
Social Construction ◽  
Empirical Research ◽  
Social Groups ◽  
Actor Network Theory ◽  
Construction Sector ◽  
Mixed Design ◽  
Theoretical Frameworks ◽  
Content Type ◽  
Theoretical Assumptions

Purpose The purpose of this paper is to re-visit social construction of technology (SCOT) framework in understanding of innovation in the construction sector and unpack the role of innovation brokers in this context. Design/methodology/approach This is a conceptual paper adopting SCOT framework to understand innovation in the context of the construction sector. The role of innovation brokers is unpacked in the paper, currently under-explored in the construction innovation studies. Findings The authors suggest SCOT framework as a useful overarching frame through which to understand construction innovation. The authors argue that innovation brokers should be positioned to oversee the interface of multiple social groups. Research limitations/implications Further empirical research is proposed to test the theoretical assumptions outlined in the paper. The research agenda is to conduct further empirical research adopting a socio-technical theoretical lens and appropriate qualitative or mixed-design methodologies. There are other socio-technical theoretical frameworks that could be used to explore socio-technical interactions in different ways, e.g. socio-technical systems theory, sociomateriality, actor-network theory, etc. Practical implications Three propositions are developed regarding the position of an innovation broker from the perspectives of multi-social-groups interfaces, shifting significance of the roles of innovation broker and the collaboration with government. Originality/value The authors outline the value of SCOT framework for innovation study within project-based construction sector. The authors contribute to better understanding of the role of innovation brokers in the system of construction innovation.

Pseudohomophones as brand names

2018 ◽  
Vol 52 (9/10) ◽  
pp. 1909-1930
Author(s):  
Jasmina Ilicic ◽  
Stacey Baxter ◽  
Alicia Kulczynski
Keyword(s):  
Real World ◽  
Design Methodology ◽  
Brand Names ◽  
Brand Name ◽  
Superiority Effect ◽  
Content Type ◽  
The Real ◽  
Brand Meaning ◽  
Practical Implications

Purpose The purpose of this study is to introduce the homophone emotional interest superiority effect in phonological, or sound-based, priming, whereby pseudohomophone brand names (i.e. non-words that are pronounced identically to English words, for example, Bie) prime brand meaning associated with the member of the homophone pair that is emotionally interesting (i.e. Bie will be prime brand avoidance (purchase) when consumers are emotionally interested in the homophone bye [buy]). Design/methodology/approach Studies 1 and 2 examine the effect of homophone emotional interest on brand judgements and behaviours. Study 3 investigates the role of boredom with the brand name in attenuating the homophone emotional interest superiority effect. Findings Findings indicate that pseudohomophone brand names prime brand judgements and behaviours associated with the word from the homophone pair that evokes emotional interest. Study 2 provides further evidence of homophone emotional interest as the process influencing brand judgements and behaviours. Study 3 establishes that the effect of pseudohomophone brand names on brand judgements weaken when boredom with the brand name is induced. Research limitations/implications This study is limited, as it focuses only on fictitious brands and methodologically creates boredom in a way in which may not be typical of what would be experienced in the real world. Practical implications This study has important implications for brand managers in the development of new brand names and in prioritising the intended homophone pair from a pseudohomophone brand name to influence consumer judgements and behaviours. Originality/value This study introduces and provides evidence of a homophone emotional interest superiority effect. This study also identifies a condition under which the homophone emotional interest superiority effect is attenuated.

scholarly journals Exploring the role of ambidexterity and coopetition in designing resilient fashion supply chains: a multi-evidence-based approach

2020 ◽  
Vol 33 (6) ◽  
pp. 1599-1625
Author(s):  
Yousef Bin Makhashen ◽  
Piyya Muhammad Rafi-ul-Shan ◽  
Mahdi Bashiri ◽  
Ruaa Hasan ◽  
Hassan Amar ◽  
...  
Keyword(s):  
Supply Chains ◽  
Empirical Research ◽  
Reliability And Validity ◽  
Future Research ◽  
Evidence Based ◽  
Knowledge Gaps ◽  
Content Type ◽  
Contextual Framework ◽  
Effective Decision Making

PurposeThe purpose of this paper is to investigate the knowledge gaps in the extant literature on the role of ambidexterity and coopetition in designing resilient fashion supply chains (RFSCs), and to develop a contextual framework for effective decision-making to enable practitioners to enhance their supply chain resilience.Design/methodology/approachThe study adopts a novel multi-evidence-based approach comprising Denyer and Tranfield's (2009) systematic literature review (SLR) with context, intervention, mechanism and outcome (CIMO) logic, text mining and network analysis. The approach constitutes a rigorous methodology that cross-validates results and ensures the reliability and validity of findings.FindingsThe authors identified key knowledge gaps in the literature and explored the main contribution categories (e.g. conceptual understandings, operational impacts, use of theories and frameworks). Subsequently, we developed a contextual framework of ambidextrous coopetition to design RFSCs. Finally, an empirical research agenda is proposed with the five research directions to address the gap and take forward the notion of ambidextrous coopetition and RFSCs.Research limitations/implicationsThe multi-evidence-based approach is a structured and triangulated SLR approach and thus lacks empirical study.Practical implicationsThis research proposes a contextual framework of ambidextrous coopetition that can be used by fashion companies to embed resilience into their structures and operations. This research also presents an agenda for the future empirical research.Originality/valueThis paper contributes by providing a combinatory synthesis on the role of ambidexterity and coopetition in designing RFSCs. This paper introduces a novel methodological triangulation for improving the quality and validity of SLRs. It identifies significant knowledge gaps and defines directions for future research.

scholarly journals Perceptions of police use of force: the importance of trust

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Arabella Kyprianides ◽  
Julia A. Yesberg ◽  
Jenna Milani ◽  
Ben Bradford ◽  
Paul Quinton ◽  
...  
Keyword(s):  
Empirical Research ◽  
Design Methodology ◽  
Public Attitudes ◽  
Use Of Force ◽  
Police Use Of Force ◽  
Content Type ◽  
Police Action ◽  
Perceptions Of Police ◽  
Acceptability Judgments

PurposeThe range of tactical force options available to police is increasing, while public debate about police use of force is never far from the headlines. This paper aims to examine what factors shape how people accept police use of force.Design/methodology/approachThe authors use two online experiments to test whether different force options affected judgments about the acceptability of police action and to explore the role of trust and legitimacy in people's judgments.FindingsThe authors found across both studies that respondents judged scenarios involving a weapon (baton, CS spray, Taser) as less acceptable compared to scenarios that did not (talking down, handcuffs), but they did not draw much distinction between the specific weapon used. In study 1, exposure to different police tactics had no effect on trust and legitimacy. In study 2, prior perceptions of trust were strong predictors of acceptability judgments.Originality/valueThere is a comparative paucity of British-based empirical research examining public attitudes toward different use of force resolutions by police. In this paper, the authors explore how use of force affects people's views of police at a time in which the nature and scope of force applications, how these are understood and indeed the basic enterprise of policing itself is being reconsidered and renegotiated.

Structural network embeddedness and firm incremental innovation capability: the moderating role of technology cluster

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiaoxiao Shi ◽  
Lu Lu ◽  
Wei Zhang ◽  
Qingpu Zhang
Keyword(s):  
Empirical Research ◽  
Incremental Innovation ◽  
Central Position ◽  
Innovation Capability ◽  
Patent Data ◽  
Content Type ◽  
Network Embeddedness ◽  
Structural Network ◽  
Moderating Role

Purpose This paper aims to propose the following questions: How do structural network embeddedness influence firms’ incremental innovation capability? Does technology cluster moderate the relationships between them? Design/methodology/approach In this empirical research, the authors collected a sample of patent data in the smartphone industry over the period of 2000-2018. Then, the authors examined the direct roles of structural network embeddedness on firms’ incremental innovation capability and the moderating role of technology cluster by using ordinary linear squares regression. Findings The empirical results show that occupying the central position positively affects firms’ incremental innovation capability, and clustering strengthens this linear relationship. Furthermore, bridging structural holes has an inverted U-shaped effect on incremental innovation capability, and clustering positively moderated this nonlinear relationship, while bridging ties across different clusters plays a negative moderation role in this relationship. Originality/value This empirical research provides new insights into whether and how firms can grasp the benefits of structural network embeddedness to conduct incremental innovations and the moderation effects of technology cluster contingencies. It further contributes to the structural network embeddedness–incremental innovation capability issue by extending its research context to the smartphone industry.

Online tourism-related text: a perspective article

2019 ◽  
Vol 75 (1) ◽  
pp. 324-328 ◽  
Author(s):  
Zheng Xiang ◽  
Seunghun Shin ◽  
Nao Li
Keyword(s):  
Information Technology ◽  
Theoretical Frameworks ◽  
Conceptual Foundation ◽  
Tourism Research ◽  
Content Type ◽  
Related Text ◽  
Analysis And Synthesis ◽  
Textual Content ◽  
Linguistic Basis

Purpose This paper aims to outline the development of online tourism-related text with particular focus on the role of technology in transforming this text. It also offers a vision of this ongoing development for the next 75 years, followed by a discussion of its implications for tourism research. Design/methodology/approach This paper offers a critical analysis and synthesis of the literature and brings a number of conceptual and theoretical frameworks to present a rich, in-depth discussion of the subject. Findings There have been important transformations in online tourism-related text because of the development of information technology. Particularly, the internet, along with more recent social media and the smartphone, has produced vast amount of text in a variety of formats and modalities. Computer programs are increasingly smarter in collecting, processing, understanding and even generating textual content in the context of tourism. Future communications will likely be mediated and dominated by artificial intelligence-based technologies, emerging interfaces and a mix of text and visual contents. Research limitations/implications Tourism research entails a paradigm shift that recognizes the changing characteristics of online tourism-related text and the importance of new conceptual and methodological tools for understanding the new language of tourism. Originality/value This paper offers a unique view that connects the socio-linguistic basis of tourism with the development of information technology. It may serve as the conceptual foundation for tourism research that uses text as data in understanding a range of marketing and managerial problems in tourism.

Sustainable business strategies: typologies and future directions

2017 ◽  
Vol 12 (1) ◽  
pp. 77-93 ◽  
Author(s):  
Jeffrey Gauthier
Keyword(s):  
Empirical Research ◽  
Business Strategies ◽  
Sustainable Business ◽  
Future Directions ◽  
Resource Based View ◽  
Content Type ◽  
Sustainability Strategies ◽  
Resources And Capabilities ◽  
Research Propositions ◽  
The Relationship

Purpose The purpose of this paper is to develop a typology of sustainable business strategies that may help to guide future empirical research. Design/methodology/approach The approach involves a review of prior typologies and an application of the resource-based view of the firm to identify the resources and capabilities associated with each strategy. Findings Research propositions concerning the relationship between implementation of each strategy and requisite capabilities are offered. Research limitations/implications The research propositions developed in the paper offer a means to catalyze future empirical research at the intersection of strategy and sustainability. Originality/value Barriers to understanding the capabilities necessary to implement sustainability strategies render sustainable development an elusive goal. This paper helps to advance this understanding, identifying the primary capabilities needed to implement distinct sustainability strategies.

Pricing capabilities: the design, development, and validation of a scale

2014 ◽  
Vol 52 (1) ◽  
pp. 144-158 ◽  
Author(s):  
Stephan Liozu ◽  
Andreas Hinterhuber
Keyword(s):  
Empirical Research ◽  
Reliability And Validity ◽  
Organizational Capabilities ◽  
Company Performance ◽  
Marketing Theory ◽  
Design Development ◽  
Marketing Practice ◽  
Value Capture ◽  
Content Type ◽  
Development And Validation

Purpose – The literature has paid increased attention to pricing capabilities as a set of distinctive, complex activities, routines, and processes that drive company performance. Despite this emphasis, little research has addressed the pricing-capabilities construct itself, and no accepted measure of pricing capabilities exists. The purpose of this paper, therefore, is to document the design, development, and validation of a dedicated pricing-capabilities scale, PRICECAP. Design/methodology/approach – Qualitative plus three quantitative surveys. Findings – The present research describes the development of a ten-item measure, PRICECAP, that can be used to assess organizational capabilities related to pricing. Research limitations/implications – The reliability and validity of the scales were assessed through three separate quantitative studies using exploratory and confirmatory analysis. The PRICECAP scale has a variety of potential applications and can serve as a framework for future empirical research in marketing theory as well as an instrument to assess, compare, and develop pricing capabilities in marketing practice. Originality/value – Empirical research has provided scales to measure value creation but a scale to measure value capture – i.e. pricing – capabilites is lacking. This study covers this gap and provides a new, parsimonious, ten-item construct to measure pricing capabilities.

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