Effects of online advertising on automobile sales

2014 ◽  
Vol 52 (5) ◽  
pp. 834-851 ◽  
Author(s):  
Jianping Peng ◽  
Guoying Zhang ◽  
Shaoling Zhang ◽  
Xin Dai ◽  
Jing Li
Keyword(s):  
Online Advertising ◽  
Content Type ◽  
Search Advertising ◽  
Positive Effects ◽  
Advertising Strategies ◽  
Automobile Sales ◽  
Advertising Spending ◽  
The Relationship ◽  
Practical Implications ◽  
Allocation Strategies

Purpose – The purpose of this paper is to explore the effects of online advertising spending on automobile sales through both search and non-search advertising. Design/methodology/approach – Sales data of the top 52 vehicle models were collected in two consecutive years in China. The advertising spending data of both formats were collected from a leading consulting company and a major search engine company. Then several empirical models were proposed to evaluate the effects of online advertising on automobile sales. Two extended models were further investigated for search advertising. Findings – The results revealed that both formats of online advertising have significantly positive effects on automobile sales. However, excessive spending on non-search advertising does not help sales and a moderate budget is preferred. On the other hand, spending on search advertising has no such constraint to improve the vehicle sales. Practical implications – The empirical findings have proved the importance of online advertising to the automobile companies and thus can help companies improve their decision making in online advertising allocation strategies. Originality/value – This study provides a better understanding of the relationship between online advertising spending and automobile sales, and helps business to define sophisticated online advertising strategies to improve sales performance.

The optimism-pessimism ratio as predictor of employee creativity: the promise of duality

2018 ◽  
Vol 21 (3) ◽  
pp. 423-442 ◽  
Author(s):  
Arménio Rego ◽  
Miguel Pina e Cunha ◽  
Dálcio Reis Júnior ◽  
Cátia Anastácio ◽  
Moriel Savagnago
Keyword(s):  
Cross Sectional ◽  
Content Type ◽  
Future Studies ◽  
Positive Effects ◽  
The Status ◽  
Single Moment ◽  
Quasi Experimental ◽  
Creativity And Innovation ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to study if the employees’ optimism-pessimism ratio predicts their creativity. Design/methodology/approach In total, 134 employees reported their optimism and pessimism, and the respective supervisors described the employees’ creativity. Findings The relationship between the optimism-pessimism ratio and creativity is curvilinear (inverted U-shaped); beyond a certain level of the optimism-pessimism ratio, the positive relationship between the ratio and creativity weakens, suggesting that the possible positive effects of (high) optimism may be weakened by a very low level of pessimism. Research limitations/implications Being cross-sectional, the study examines neither the causal links between the optimism-pessimism ratio and creativity nor other plausible causal links. The study was carried out at a single moment and did not capture the dynamics that occur over the course of time involving changes in optimism/pessimism and creativity. Future studies may adopt longitudinal or quasi-experimental designs. Practical implications Managers and organizations must consider that, even though positivity promotes creativity, some level of negativity may help positivity to produce creativity. Originality/value This study suggests that scholars who want to study the antecedents of creativity (and innovation) must be cautious in focusing only on the positive or the negative sides of individuals’ characteristics, and rather they must explore the interplay between both poles. Individuals may experience both positive and negative states/traits (Smith et al., 2016), and this both/and approach may impel them to think divergently, to challenge the status quo and to propose “out the box” and useful ideas.

scholarly journals Examining the effects of interorganizational learning on performance: a meta-analysis

2018 ◽  
Vol 33 (4) ◽  
pp. 574-584 ◽  
Author(s):  
Anni Rajala
Keyword(s):  
Meta Analysis ◽  
Moderating Effects ◽  
Interorganizational Learning ◽  
Content Type ◽  
Positive Effects ◽  
Research Designs ◽  
Different Types ◽  
And Performance ◽  
The Relationship ◽  
Practical Implications

Purpose Relationship learning is viewed as an important factor in enhancing competitiveness and an important determinant of profitability in relationships. Prior studies have acknowledged the positive effects of interorganizational learning on performance, but the performance measures applied have varied. The purpose of this study is to examine the relationship between interorganizational learning and different types of performance. The paper also goes beyond direct effects by investigating the moderating effects of different research designs. Design/methodology/approach This paper applies a meta-analytic approach to systematically analyze 21 independent studies (N = 4,618) to reveal the relationship between interorganizational learning and performance. Findings The findings indicate that interorganizational learning is an important predictor of performance, and that the effects of interorganizational learning on performance differ in magnitude under different research conditions. Research limitations/implications The paper focuses on interorganizational learning, and during the data collection, some related topics were excluded from the data search to retain the focus on learning. Practical implications The study evinces the breadth of the field of interorganizational learning and how different research designs affect research results. Moreover, this meta-analysis indicates the need for greater clarity when defining the concepts used in studies and for definitions of the concepts applied in the field of interorganizational learning to be unified. Originality/value This study is the first to meta-analytically synthesize literature on interorganizational learning. It also illuminates new perspectives for future studies within this field.

The impacts of brand personality and self-congruity on consumers' intention to stay in a hotel: does consumer affinity matter?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sheng-Hshiung Tsaur ◽  
Fu-Sung Hsu ◽  
Hsiao-Wei Ching
Keyword(s):  
Purchase Intention ◽  
Brand Personality ◽  
Moderating Effect ◽  
Hierarchical Regression ◽  
Intention To Stay ◽  
Content Type ◽  
Positive Effects ◽  
The Relationship ◽  
Practical Implications ◽  
Country Specific

PurposeThe purposes of this study were to explore the moderating effect of consumer affinity on brand personality and consumers' intention to stay in a hotel, as well as on self-congruity and consumers' intention to stay in a hotel.Design/methodology/approachThis study collected data from 386 inbound tourists to Taiwan. Hierarchical regression analysis was applied to analyze the data.FindingsThe results showed that brand personality, self-congruity and consumer affinity have significant positive effects on consumers' intention to stay in a hotel, respectively. Moreover, consumer affinity has significant moderating effect on brand personality and intention to stay in a hotel, as well as on self-congruity and intention to stay in a hotel.Practical implicationsConsumer affinity is a construct that identifies national attributes, and it strengthens the relationships between brand personality or self-congruity and consumers' intention to stay in a hotel from the level of country-specific affect. The results of this study can provide hotel marketers with reference for marketing management.Originality/valueAlthough past studies have examined the relationship between consumer affinity and purchase intention or behavior, the effect of consumer affinity construct on hotel consumers' intention to stay remains sparse in the hotel context. This study confirmed that consumer affinity has significant moderating effect on brand personality and intention to stay in a hotel, as well as on self-congruity and intention to stay in a hotel.

Customers’ intention to use robot-serviced restaurants in Korea: relationship of coolness and MCI factors

2020 ◽  
Vol 32 (9) ◽  
pp. 2947-2968 ◽  
Author(s):  
Seong Soo Cha
Keyword(s):  
Structural Equation ◽  
Theory Of Planned Behaviour ◽  
Age Groups ◽  
Intention To Use ◽  
Planned Behaviour ◽  
Consumer Innovativeness ◽  
Content Type ◽  
Positive Effects ◽  
The Relationship ◽  
Practical Implications

Purpose This study aims to empirically test a theoretical model by defining customers’ intention to use services of restaurant robots, which are rapidly developing in Korea. The proposed model incorporates three stages: coolness, motivated consumer innovativeness (MCI) and the theory of planned behaviour. Design/methodology/approach A total of 420 questionnaires were issued. The results were analysed to verify the reliability and validity of the measured variables. Structural equation modelling was used to test the research hypotheses. Findings The results showed that hedonically motivated consumer innovativeness (hMCI) and socially motivated consumer innovativeness (sMCI) have positive effects on attitude and are enhanced by attractiveness, utility, subcultural appeal and originality. However, the relationship between MCI and attitude differed among age groups. Practical implications The results revealed that sensory elements of robot services improve customer attitudes towards the use of robots in restaurants. This is a key finding that restaurant marketers should consider, because non-face-to-face services are becoming increasingly important in the current COVID-19 context. Originality/value This study analysed the relationship between coolness, MCI and the theory of planned behaviour in the context of robot-serviced restaurants and how the relationship between MCIs and attitude differed among the young and older customers. Practical implications are suggested.

External supports in reward-based crowdfunding campaigns

2017 ◽  
Vol 41 (5) ◽  
pp. 626-642 ◽  
Author(s):  
Zheshi Bao ◽  
Taozhen Huang
Keyword(s):  
Impression Management ◽  
Three Dimensions ◽  
Content Type ◽  
Positive Effects ◽  
External Supports ◽  
Using Data ◽  
The Relationship ◽  
Film And Video ◽  
Practical Implications

Purpose The purpose of this paper is to discuss some drivers which can promote reward-based crowdfunding campaigns and then compare their effects on two categories of cultural and creative projects. Design/methodology/approach The authors first distinguished the roles of “intrinsic qualities” and “external supports” in crowdfunding campaigns. Then based on the theories of reward-based crowdfunding, impression management and social capital, a research model was built to discuss the effects of external supports and a comparative study was conducted by using data collected from Kickstarter.com. Findings It indicates that the three dimensions of external supports (reward support, impression support, and relationship support) have positive effects on film and video and publishing projects. Besides, the authors also found that “category of a project” can moderate the relationship between impression support and crowdfunding performance. The effect of impression support on visual works is different from that on printed works. Research limitations/implications These findings not only prove that external supports actually play an important role in crowdfunding campaigns, but also reveal that for different categories of cultural and creative crowdfunding projects, the effects of external supports are different. Some other theoretical and practical implications are also provided. Originality/value This research reveals some details about the important role of external supports in crowdfunding campaigns and compares their effects on different categories of cultural and creative projects. It can provide useful suggestions for improving reward-based crowdfunding performance.

Response of contractor behavior to hierarchical governance: effects on the performance of mega-projects

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hang Yin ◽  
Dan Wang ◽  
Yilin Yin ◽  
Henry Liu ◽  
Binchao Deng
Keyword(s):  
Performance Management ◽  
Institutional Arrangement ◽  
Project Performance ◽  
Content Type ◽  
Mediating Role ◽  
Positive Effects ◽  
Hierarchical Governance ◽  
The Relationship ◽  
Practical Implications

PurposeThis study aims to examine the impacts of formal and informal hierarchical governances (HGs) on the performance of mega-projects and the mediating role of contractor behavior (i.e. perfunctory and consummate behaviors) in these relationships.Design/methodology/approachA total of 375 valid data entries from managers representing 375 mega-projects were analyzed through path analysis.FindingsBoth formal and informal HGs exert positive effects on the performance of mega-projects. While formal HG positively affects contractor perfunctory behavior and contractor consummate behavior, informal HG affects contractor perfunctory behavior only. Contractor behavior mediates the relationship between formal HG and project performance.Research limitations/implicationsThe impacts of potential moderators (e.g. institutional arrangement and complexity) on the relationship between HG and contractor behavior have not been considered in this study.Practical implicationsThis study is useful for owners to enhance formal HG to improve contractor perfunctory and consummate behaviors, which in turn can enhance the performance of mega-projects.Originality/valueThis study expands the knowledge of mega-project performance management from the perspective of HG. It also contributes to the literature of contractor behavior within the context of mega-projects.

The two faces of envy: perceived opportunity to perform as a moderator of envy manifestation

2017 ◽  
Vol 46 (3) ◽  
pp. 490-511 ◽  
Author(s):  
Abdul Karim Khan ◽  
Chris M. Bell ◽  
Samina Quratulain
Keyword(s):  
Organizational Life ◽  
Cross Sectional ◽  
Content Type ◽  
Opportunity Structures ◽  
Self Evaluation ◽  
Positive Effects ◽  
Malicious Envy ◽  
Benign Envy ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to investigate, with a Pakistani sample, the destructive and constructive behavioral intentions associated with benign and malicious envy in the context of perceived opportunity to perform. Design/methodology/approach The authors conducted two cross-sectional studies to test the hypotheses. In Study 1, data were obtained from students (n=90), whereas in Study 2, the authors used an executive sample (n=83). Findings The primary motivation of benign envy was to bring oneself up by improving performance on the comparison dimension, whereas the primary motive of malicious envy was to pull the envied other down. The relationship between malicious envy and behavioral “pulling down” intentions of derogating envied other was conditional on perceived opportunity on the comparison dimension. Consistent with a motive to improve self-evaluation, this study also found that perceived opportunity to perform interacted with benign envy to promote performance intentions on an alternative dimension. Furthermore, malicious envy was also associated with self-improving performance intentions on the comparison dimension, conditional upon perceived opportunity to perform. Practical implications Envy, depending on its nature, can become a positive or negative force in organizational life. The pattern of effects for opportunity structure differs from previous findings on control. The negative and positive effects of malicious envy may be managed by attention to opportunity structures. Originality/value This study supports the proposition that benign envy and malicious envy are linguistically and conceptually distinct phenomena, and it is the first to do so in a sample from Pakistan, a non-western and relatively more collectivistic culture. The authors also showed that negative and hostile envy-based behaviors are conditional upon the perceived characteristics of the context.

scholarly journals Anthropomorphized vs objectified brands: which brand version is more loved?

2019 ◽  
Vol 29 (2) ◽  
pp. 150-165
Author(s):  
Elena Delgado-Ballester ◽  
Mariola Palazón ◽  
Jenny Peláez
Keyword(s):  
Design Methodology ◽  
Brand Love ◽  
Content Type ◽  
Positive Effects ◽  
Separation Distress ◽  
Qualitative Technique ◽  
Brand Integration ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to deal with the role of the human metaphor (anthropomorphism) and consumers’ liking for the humanized version of the brand as antecedents of three key components of brand love: self-brand integration, positive emotional connection and feelings of anticipated separation distress. Design/methodology/approach A sample of 399 consumers provided information about a brand from a stated list of 16 brands of clothing. Findings Both anthropomorphism and consumers’ liking for the humanized brand have positive effects on specific components of brand love. The results confirm that brand anthropomorphism is only desirable when the humanized version of the brand is attractive for consumers. Research limitations/implications A potential shortcoming is the qualitative technique employed to observe anthropomorphic thought. Collecting ratings of anthropomorphic and non-anthropomorphic traits could be viewed as a method more easily applied in market research surveys. Practical implications Managers have to control how consumers imagine the brand as a human entity because it affects brand love. For example, by tracking consumers’ opinions and traits of those people associated with the brand and brand user stereotypes can condition consumers’ imagination of the humanized brand. Originality/value Compared to the limited number of studies about the relationship between anthropomorphism and brand love, this study focuses on the effects of anthropomorphism as a process, and not as a personal trait, on brand love. It also relies on consumers’ imagination instead of brand personification strategies to stimulate anthropomorphism.

scholarly journals All in the value

2018 ◽  
Vol 52 (7/8) ◽  
pp. 1704-1726 ◽  
Author(s):  
Zahy Bashir Ramadan ◽  
Ibrahim Abosag ◽  
Vesna Zabkar
Keyword(s):  
Social Information Processing ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Online Advertising ◽  
Perceived Value ◽  
Equation Modeling ◽  
Content Type ◽  
Positive Effects ◽  
The Social ◽  
The Relationship

Purpose The purpose of this study is to test such effects on brands’ relationships and the perceived value of advertising. Social advertising featuring endorsed brands has significantly grown in the past few years. Companies and social networking sites (SNSs) are hailing such types of advertising as being more credible to users as they feature their friends’ indirect endorsements; however, the issue of friends’ likability alongside the users’ relationships with the actual SNS is seldom considered with regard to any potential negative/positive effects they might have on brands’ relationships and the perceived value of advertising within SNSs. Design/methodology/approach Taking a customer-centric approach and based on the social information processing theory, this study investigates the influence of friends’ likability and similarity and users’ relationships with the SNS (Facebook, FB) on brands’ relationships and advertising value by using a Web-based survey. The total number of responses included in the analysis is 305. The data were analyzed using structural equation modeling and LISREL 8.8. Findings The findings show that the overall user experience on FB is based on three key areas: socializing with friends, the relationship with the social network itself and the relationship with the advertised brands. These contribute to the perceived value of customer endorsed FB advertising. Research limitations/implications The study discusses various significant implications for online platforms, brands and the success of online advertising within SNSs. Practical implications The study provides managers with discussion on what they need to consider in relation to managing their brand relationship within SNSs and the importance of considering the role FB plays in such relationships. Originality/value This study contributes to the existing literature by making the link between users’ experiences/friendships within SNSs, their relationships with the SNS (FB) itself and their relationships with the advertised brand and examines how these three combined relationships impact the perceived value of the ads by users of FB.

Should all service firms follow the recessionary advertising prescription?

2014 ◽  
Vol 28 (3) ◽  
pp. 207-213
Author(s):  
Astrid L. Keel ◽  
Brian Bourdeau
Keyword(s):  
Financial Performance ◽  
Stock Price ◽  
Negative Impact ◽  
Service Firms ◽  
Content Type ◽  
Cyclical Component ◽  
Advertising Spending ◽  
Hp Filter ◽  
The Relationship ◽  
Practical Implications

Purpose – The purpose of this study is to investigate whether different types of service firms, experience-based or credence-based, benefit equally from the prescription to increase advertising during recessions. Design/methodology/approach – The research consists of three steps: using the Hodrick–Prescott (HP) filter to extract the cyclical component of the time series, estimating the level of cyclical comovement and estimating the relationship between comovement and stock price. Findings – The results suggest that experience-based service firms benefit financially from adopting the advertising “prescription” that encourages firms to increase advertising during recessions. Credence-based firms, however, experience negative financial returns when they implement the advertising “prescription”. Research limitations/implications – The limitations are data from US firms and a smaller sample size. The use of the HP filter may be considered a limitation, as other filtering methods may be utilized. The results suggest that academics’ and practitioners’ advertising “prescription” is not a one-size-fits-all strategy for service firms. Practical implications – Managers must be aware that the type of service their firm provides influences whether increasing or decreasing advertising spending during a recession has a positive or negative impact on financial performance. Credence-based firms, such as those in the banking and insurance industries should avoid increasing advertising spending during recessions, as it may lead to negative financial performance. Experience-based firms, such as those in the entertainment and travel industries, benefit financially from increased advertising during recessions. Originality/value – This research is first to investigate the differential impact of recessionary advertising on service firms.

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