Comparing consumer evaluations of services-to-services brand extensions with services-to-goods

2017 ◽  
Vol 35 (7) ◽  
pp. 877-891
Author(s):  
Jayasankar Ramanathan ◽  
Sanal Kumar Velayudhan
Keyword(s):  
Structural Equation ◽  
Negative Impact ◽  
Survey Design ◽  
Brand Extension ◽  
Favorable Attitude ◽  
Equation Modeling ◽  
Unique Contribution ◽  
Content Type ◽  
Parent Brand ◽  
Service Brand

Purpose The purpose of this paper is to examine the influences of parent brand characteristics and brand-extension fit on attitude towards the extension in the context of services-to-goods (SG) brand extension compared with services-to-services (SS) brand extension. Design/methodology/approach A survey design was used to collect data from 626 individual respondents. The respondents were selected using probability sampling from two cities in India. The data were analyzed using structural equation modeling (SEM). Findings The study indicated that context (SS or SG) moderated the influence of factors on attitude toward brand extension. A favorable attitude towards the parent brand had a greater positive influence on SS brand extension compared with SG brand extension. Quality variance among service types under the parent brand had a higher negative impact on attitude towards SG brand extension than on attitude towards SS brand extension. Practical implications Managers may prefer extending a service brand to another service rather than a good when consumers have a favorable attitude towards the brand. Furthermore, when the perceived quality of service types under a service brand varies substantially, extension of the brand to a good requires greater concern than extension to a service. Originality/value The unique contribution of this study is the examination of the moderating influence of the characteristics of an offering (SS vis-à-vis SG) on the link between brand extension attitude and its influencing factors.

Beyond brand fit

2019 ◽  
Vol 30 (2) ◽  
pp. 252-275 ◽  
Author(s):  
Yiran Su ◽  
Thilo Kunkel
Keyword(s):  
Structural Equation ◽  
Spillover Effect ◽  
Value Added ◽  
Consumer Involvement ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Alliance ◽  
Parent Brand ◽  
Service Brand ◽  
Alliance Experience

Purpose The purpose of this paper is to examine the underlying mechanism of the spillover effect from a service brand alliance to its parent brand at the post-consumption stage. Design/methodology/approach Online surveys were used to collect both qualitative and quantitative data from participants of an actual event. Conceptual models were developed and tested on two cross-sectional samples using structural equation modeling. Findings Results demonstrate perceived brand contribution and consumer involvement mediate the relationship between the service brand alliance experience and the evaluation of its parent brand at the post-consumption stage. While perceived brand fit had an indirect effect on the parent brand, the spillover was mostly driven by service alliance experience and perceived brand contribution. Practical implications Findings indicate brand managers should focus on consumers’ brand experience of the service brand alliance to drive spillover evaluations to the parent brand, and organizations could extend brand alliances to services with low category fit to the parent brand if consumers are to have a good experience with the service brand alliance. Originality/value This research extends findings on brand alliance research that was based on hypothetical brands and indicated that the spillover effect from a brand alliance to the parent brand is influenced by perceived brand fit. The findings highlight the importance of consumer experiences in driving the spillover effect at the post-consumption stage, where consumers evaluate brand relationships from a value-added perspective that goes beyond the service category fit.

scholarly journals B2B service brand identity and brand performance

2015 ◽  
Vol 49 (7/8) ◽  
pp. 1139-1162 ◽  
Author(s):  
Darren Andrew Coleman ◽  
Leslie de Chernatony ◽  
George Christodoulides
Keyword(s):  
Significant Influence ◽  
Structural Equation ◽  
Brand Management ◽  
Brand Identity ◽  
Equation Modeling ◽  
Brand Performance ◽  
Content Type ◽  
Visual Identity ◽  
Service Brand ◽  
The Uk

Purpose – This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time. Design/methodology/approach – Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose. Findings – Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance. Research limitations/implications – Data were only collected from executives in the UK. This research would benefit from replicative studies. Practical implications – This research empirically establishes the brand management activities that drive brand performance. Originality/value – This is the first empirical study to assess the influence service brand identity has on brand performance.

Salesperson grit: reducing unethical behavior and job stress

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Charles H. Schwepker ◽  
Megan C. Good
Keyword(s):  
Job Stress ◽  
Unethical Behavior ◽  
Structural Equation ◽  
Negative Impact ◽  
Equation Modeling ◽  
Screening Process ◽  
Content Type ◽  
Unethical Behaviors ◽  
Neutralization Techniques ◽  
Business To Business

Purpose The purpose of this paper is to investigate the relationships between grit, unethical behavior and job stress among business-to-business salespeople. Design/methodology/approach The empirical analysis includes 240 business-to-business salespeople. Structural equation modeling is used to test the study’s hypotheses. Findings Results suggest grit is directly related to less frequent unethical behavior and customer-directed deviance. Neutralization techniques positively moderate the relationship between salesperson grit and both unethical behavior and customer-directed deviance. Grit is indirectly related to job stress through the positive relationship between unethical behavior and job stress. Research limitations/implications Given research on grit in sales is relatively new several opportunities to pursue additional research in this area are presented. Practical implications Sales leaders may benefit from administering the salesperson grit scale as part of the screening process and developing grit among salespeople through training and coaching. Sales leaders should emphasize the negative impact of adopting neutralization techniques (excuses) in condoning unethical behaviors. The indirect effect of grit in reducing job stress through ethical behaviors underscores potential ways to mitigate costly and detrimental sales outcome losses. Originality/value This study develops a novel framework to explore the relationships between grit and unethical behaviors as moderated by neutralization techniques (excuses); examines an additional component of grit not previously considered in some studies of salespeople; and investigates whether these relationships increase a previously unexplored outcome – job stress.

scholarly journals Complexity and the triple bottom line: an information-processing perspective

2017 ◽  
Vol 37 (9) ◽  
pp. 1142-1163 ◽  
Author(s):  
Frank Wiengarten ◽  
Muhammad Usman Ahmed ◽  
Annachiara Longoni ◽  
Mark Pagell ◽  
Brian Fynes
Keyword(s):  
Information Processing ◽  
Financial Performance ◽  
Structural Equation ◽  
Negative Impact ◽  
Triple Bottom Line ◽  
Structural Equations ◽  
Equation Modeling ◽  
Bottom Line ◽  
Content Type ◽  
The Impact

Purpose The purpose of this paper is to empirically investigate the impact of complexity on the triple bottom line by applying information-processing theory. Specifically, the paper assesses the impact of internal manufacturing complexity on environmental, social, and financial performance. Furthermore, the paper assesses the moderating role of connectivity and shared schema in reducing the potential negative impact of complexity on performance. Design/methodology/approach Multi-country survey data collected through the Global Manufacturing Research Group were utilized to test the hypotheses. The authors used structural equation modeling to test the measurement and initial structural model. Furthermore, to test the proposed moderating hypotheses, the authors applied the latent moderated structural equations approach. Findings The results indicate that while complexity has a negative impact on environmental and social performance, it does not significantly affect financial performance. Furthermore, this negative impact can be reduced, to some extent, through connectivity; however, shared schema does not significantly impact on the complexity-performance relationship. Originality/value This study presents a comprehensive analysis of the impact of complexity on sustainability. Furthermore, it provides managerial applications as it proposes specific tools to deal with the potential negative influences of complexity.

Can forensic accounting impact sustainable corporate governance?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ali Rehman ◽  
Fathyah Hashim
Keyword(s):  
Corporate Governance ◽  
Structural Equation ◽  
Survey Design ◽  
Equation Modeling ◽  
Governance System ◽  
Cross Sectional Survey ◽  
Design Data ◽  
Cross Sectional ◽  
Content Type ◽  
Organizational Policies

Purpose The purpose of this paper is the measurement of forensic accounting’s (FA) impact on sustainable corporate governance (SCG) within Omani public listed companies. Beyond merely cataloging the latest criminal innovations and SCG problems, this paper offers a path forward to overcome the myriad threats that can harm the organization and society. FA and SCG can achieve, anticipate and prevent tomorrow’s fraud today before organizations reach the point of no return. Design/methodology/approach For this study, FA is an independent variable and SCG is the dependent variable. This study used a descriptive cross-sectional survey design. Data are collected by internet-based tool and analyzed via partial least squares structural equation modeling and Statistical Package for Social Sciences. Findings Result suggests that FA has a significant direct impact over SCG; moreover, FA can become the part of governance management toward the elimination of fraud and achievement of SCG. Practical implications This study can assist regulators, professional bodies and organizations in amending their codes of corporate governance and organizational policies by introducing the SCG clauses and making FA as a compulsory part of governance system. Originality/value Up to the best of the knowledge of researchers, there is no study conducted before which verifies the FA impact on SCG; moreover, previous relevant studies verify only one constituent for SCG, whereas this study is identifying three constituents necessary for SCG.

Reduction of tension effects on partner evaluation

2018 ◽  
Vol 36 (4) ◽  
pp. 425-439
Author(s):  
Ossi Pesämaa ◽  
Peter Dahlin ◽  
Christina Öberg
Keyword(s):  
Structural Equation ◽  
Negative Impact ◽  
Equation Modeling ◽  
Negative Effects ◽  
Data Set ◽  
Content Type ◽  
Business Partners ◽  
Positive Side ◽  
Tension Management ◽  
Business To Business

Purpose The purpose of this paper is to examine how tension management as a means of achieving compromise and overcoming minor conflicts reduces the effects of the opportunism and bargaining costs of relationships on the evaluation of business partners. The paper proposes and tests a theoretical model with a full-information approach using structural equation modeling. Design/methodology/approach The data set was based on 312 observations from a unique survey based on a business-to-business relationship sample in Sweden. The measurements reflect the effects of partner opportunism, bargaining costs, and tension management on partner evaluations. Findings The findings corroborate that partner opportunism and bargaining costs have a negative impact on partner evaluation. In addition, the model shows that tension management weakens the negative effects of opportunism and bargaining costs on the evaluation. Originality/value This study offers evidence on how negative effects are reduced through intervening constructs. With most studies focusing on the positive side of relationships, this paper makes an important contribution to the literature through not only describing negative effects, but also how these can be decreased.

scholarly journals An integrative model of work/family interface for Chinese employees

2014 ◽  
Vol 19 (2) ◽  
pp. 162-182 ◽  
Author(s):  
Luo Lu ◽  
Yu-Yueh Chang
Keyword(s):  
Structural Equation ◽  
Family Satisfaction ◽  
Work And Family ◽  
Integrative Model ◽  
Integral Model ◽  
Equation Modeling ◽  
Unique Contribution ◽  
Full Time ◽  
Content Type ◽  
Cross Domain

Purpose – The purpose of this paper is to examine the mediating roles of four aspects of work and family interface (WFI: work-to-family conflict, WFC; family-to-work conflict, FWC; work-to-family enrichment, WFE; and family-to-work enrichment, FWE) in a Chinese context in Taiwan. Included in the integral model are demands and resources from the work and family domains as antecedents, and role satisfaction and burnout as consequences. Design/methodology/approach – Structured questionnaires were used to collect data from 499 full-time working Chinese parents in Taiwan. Findings – Structural equation modeling results showed that antecedents had cross-domain and within-domain effects on all aspects of the WFI; and conflict and enrichment also had cross-domain and within-domain effects on job satisfaction and family satisfaction, while influences from the work domain (WFC and WFE) had a significant impact on burnout. Overall, the partial mediation model was supported, showing that antecedent variables having both indirect (through the WFI variables) as well as direct relationships with the outcome variables. Originality/value – This is the first study testing a comprehensive model of the whole loop of antecedents-WFI-consequences with a non-Western sample. One unique contribution of the study is that the authors extended Western-based resources theories to Chinese employees, confirming that all four aspects of the WFI are important mediators linking up antecedents with consequences from both the work and family domains. Basing upon the findings, the authors suggests that both managers and employees should endeavor to break the destructive flow of conflict→dissatisfaction/burnout and to initiate the constructive flow of enrichment→satisfaction/free of burnout, by considering not only demands but also resources from both the work and family domains.

The impact of brand associations on brand loyalty in the football industry

2016 ◽  
Vol 6 (5) ◽  
pp. 499-519 ◽  
Author(s):  
Daniel Maderer ◽  
Dirk Holtbruegge ◽  
Rachel Woodland
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Negative Impact ◽  
Equation Modeling ◽  
Brand Associations ◽  
Content Type ◽  
Attitudinal Loyalty ◽  
The Usa ◽  
The Impact

Purpose The purpose of this paper is to explore the impact of brand associations on brand loyalty of fans toward professional football clubs in developed and emerging football markets (EFM). In particular, the following research questions are answered: how important are different determinants of brand associations for fans from developed football markets (DFM) and EFM? Are there any major differences in the importance of different brand associations and their influence on brand loyalty between fans from DFM and EFM? Design/methodology/approach Based on the customer-based brand equity framework the impact of brand associations on brand loyalty is tested with a sample of 3,587 fans from DFM – Germany, England, Spain, Italy, and France (2,032) – as well as fans from EFM – Brazil, Russia, India, China, and the USA (1,555). Findings Structural equation modeling is applied and shows a negative impact of brand attributes on attitudinal loyalty, whereas brand benefits positively impact attitudinal loyalty. Furthermore, significant differences between fans from developed and EFM are revealed. Implications for the management of football teams and for research on brand management are derived. Originality/value This study extends the work of Gladden and Funk (2001) by expanding the model used to assess brand loyalty and analyzes it empirically in different football markets. When looking to foster attitudinal loyalty, marketers should concentrate on benefit associations instead of attribute associations. Most importantly, marketers should be aware that when focusing on developing brand loyalty amongst EFM fans, they should not simply apply the same strategies that proved to be effective in DFM and vice versa.

How would the managementof human behavior variables influence customer-oriented management?

Kybernetes ◽  
2019 ◽  
Vol 49 (3) ◽  
pp. 797-818
Author(s):  
Leslier M. Valenzuela-Fernández ◽  
Francisco-Javier Arroyo-Cañada ◽  
Francisco Javier Villegas Pinuer
Keyword(s):  
Customer Value ◽  
Structural Equation ◽  
Role Ambiguity ◽  
Negative Impact ◽  
Value Orientation ◽  
Equation Modeling ◽  
Key Factors ◽  
Content Type ◽  
Relationship Of

Purpose Salesperson’s actions are critical in helping the firm develop customer value orientation and long-term relationship with profitable customers to achieve sustainable sales growth and profitability over time. The purpose of this paper is to examine the salespeople and service executives’ perceptions about the relevance of some human resource management variables and employees’ attitudes as key factors to develop a company’s customer value orientation. The authors tested whether the perceptions of role ambiguity, incentives policy and provided training (PT) had an impact on job involvement (JI), job satisfaction (JS), and consequently, on customer value orientation. Design/methodology/approach Research design was nested with data from 327 executives from medium and upper positions in Chilean companies. Findings The results show that while the perception of role ambiguity had an indirect negative impact on customer value orientation through JI, perception of PT level had a direct impact over and above the other variables. Research limitations/implications JS and JI are attitudinal variables, which companies try to encourage in their employees through different human resources, practices. Incentives and training are ways to develop favorable employees’ attitudes and improve their customer value orientation. With the research, companies could invest their resources in better and more effective practices to generate favorable attitudes toward customer value orientation. Originality/value Through structural equation modeling, the model shows the relevance in the perception of sales executives about the relationship of employees’ JI and customer value orientation. This commands to open the view of the customer value orientation management to include other attitudinal variables as JI.

Sexualization of the work environment and emotional exhaustion

2019 ◽  
Vol 40 (4) ◽  
pp. 558-573
Author(s):  
Hong T.M. Bui ◽  
Jonathan Pinto ◽  
Abhishek Srivastava
Keyword(s):  
Work Environment ◽  
Emotional Exhaustion ◽  
Structural Equation ◽  
Negative Impact ◽  
High Rate ◽  
Dark Side ◽  
Equation Modeling ◽  
Cross Sectional ◽  
Content Type ◽  
The Relationship

Purpose The purpose of this paper is to explore the relationship between sexualization of the work environment and emotional exhaustion, and develop some key antecedents of sexualization of the work environment. It was conducted in an emerging society, India, which has a high rate of crime against women, particularly related to sexual harassment and sexual assault. Design/methodology/approach To test the hypotheses, structural equation modeling was performed. The hypotheses were tested with data from 1,098 white collar workers in India in three ways. Findings Contact with other gender and flexible work arrangements were positively associated with sexualization of the work environment; and sexualization of the work environment was positively associated with emotional exhaustion. In addition, sexualization of the work environment mediated the relationship between the two antecedent variables and emotional exhaustion. Research limitations/implications There is a possible bias arising from the use of cross-sectional data. However, a number of methods were implemented to minimize it, including survey design and data analysis. Practical implications The study offers some important suggestions for workplaces with a greater proportion of young male employees, particularly in a societal context like India. Originality/value The paper provides evidence of the negative impact of sexualization of the work environment, and thereby contributes to current understanding of the “dark side” of behavior at work that might have significant impact on society.

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