Damaging brands through market research

2014 ◽  
Vol 32 (2) ◽  
pp. 232-248 ◽  
Author(s):  
Christian Franz Horn ◽  
Alexander Brem ◽  
Björn Ivens
Keyword(s):  
Innovation Management ◽  
Marketing Research ◽  
Research Process ◽  
Forecasting Accuracy ◽  
Content Type ◽  
Customer Information ◽  
Before And After ◽  
Marketing Intelligence ◽  
Sporting Goods ◽  
Brand Perception

Purpose – The purpose of this paper is to investigate the possibility of using the new marketing research tool of prediction markets (PMs), which integrates customers to into the marketing research process. The research questions are: does taking part in PMs influence customers’ brand perception? Is there a danger of damaging a brand through this tool? Design/methodology/approach – The paper uses a series of five short-term (less than one hour) and five long-term (three weeks) experimental online PMs where customers are integrated into marketing research and apply a series of online-surveys before and after taking part as virtual stock market traders. Subjects of research are taken from the sporting goods industry. Findings – The paper shows that PMs can be used by marketing researchers without the danger of damaging the brand of the products that are subject of the PMs, although customers are being integrated to improve the markets’ forecasting accuracy. Research limitations/implications – The study's subject are medium priced sporting goods only. Possibly in other product fields, results may differ. Thus, the authors see a field for further research in this limitation. Practical implications – Managers for marketing intelligence have more reason to make use of the efficient and rather new tool, PMs. Marketers can potentially improve their forecasting accuracy by integrating customer information into their reports. In addition, the authors see a high potential in the area of innovation management as well. Originality/value – There has been no research on perceptions of PMs and brands at all so far.

scholarly journals Towards a spectacularly dynamic and pluralist “normal science”: pragmatism, communication, IMP and BtoB marketing research

2020 ◽  
Vol 35 (11) ◽  
pp. 1739-1749
Author(s):  
Sid Lowe ◽  
Michel Rod ◽  
Ki-Soon Hwang
Keyword(s):  
Research Agenda ◽  
Critical Role ◽  
Marketing Research ◽  
Research Process ◽  
Marketing Theory ◽  
Conceptual Blending ◽  
Content Type ◽  
B2b Marketing ◽  
American Pragmatism ◽  
Theoretical Evolution

Purpose The purpose of this paper is to promote the use of pragmatism within industrial marketing and purchasing (IMP), business-to-business (B2B)/network research with its enhanced emphasis on developing adaptable, workable solutions to practical problems. The usability of findings and the study produced means that implications and impact become a natural part of the research process rather than an afterthought concluding a research project. Although the reader might feel that the approach oscillates between viewing pragmatism in its everyday sense (through the use of terminology such as “a pragmatic approach […].,” the intent is to elevate the discussion to one where pragmatism is viewed as a guiding philosophy. Design/methodology/approach It blends literature review and conceptual contemplation and challenges convention by “reading against the grain” (Brown and Wijland, 2018). Findings The authors do this to challenge convention and advocate for pluralism and diversity, theoretical evolution based on empirical evidence and increased sensitivity to the critical role of discourse, semiotics and abduction as a catalyst between theory, method and empirical activities. This conceptual blending portrays “activities” and beliefs as mutually constituted through the symbolic mediation of rhetoric and discourse. Research limitations/implications Existing elements of American pragmatism and discourse are identified as already a tacit constituent of the IMP oeuvre. Combining these approaches more explicitly is advocated as a suitable basis for a potential future “IMP 3” research agenda with significant potentials afforded to IMP and B2B marketing research. Originality/value This paper contributes to the development and dissemination of alternative and critical perspectives in marketing theory. The implication is that activities must usually be justified by actors within communication as believable and this process always involves mixtures of rational and non-rational appeals. Existing elements of American pragmatism and discourse are identified as already a tacit constituent of the IMP oeuvre. Combining these approaches more explicitly is advocated as a suitable basis for a potential future “IMP 3” research agenda with significant potentials afforded to IMP and B2B marketing research.

Country of ownership change in the premium segment: consequences for brand image

2018 ◽  
Vol 27 (7) ◽  
pp. 871-883 ◽  
Author(s):  
Ulf Johansson ◽  
Christian Koch ◽  
Nora Varga ◽  
Fengge Zhao
Keyword(s):  
Marketing Research ◽  
Content Type ◽  
Car Industry ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Brand Values ◽  
The Usa ◽  
Brand Perception ◽  
Using Data ◽  
Brand Ambassadors

Purpose This paper aims to explore how the ownership transfer from a highly industrialised country to less industrialised countries influences consumers’ brand perceptions. Design/methodology/approach Three acquisition cases of premium car brands (Jaguar, Land Rover and Volvo) are investigated using qualitative data from online brand communities. Findings When country of ownership (COOW) for brands changes, it leads to different effects on consumers’ brand perception. Consumers are disoriented as to which cue to apply when evaluating the brand. They also see that brand values, and how these are communicated, are in conflict, as are sustainability images. Research limitations/implications This paper focuses on the perspective of brand community members in Europe and the USA and studies only the car industry and acquisitions by two countries (China and India) using data from the time of ownership transfers. The authors discuss theoretical implications and suggest further research to gain more insights and address limitations. Practical implications Following a transfer of ownership, communication campaigns are required for addressing the original brand’s heritage and promoting the new brand owner’s image. Managers need to take advantage of loyal brand fans by turning them into brand ambassadors, spreading information to convince consumers that are more sceptical. Originality/value This study fills the knowledge gap regarding change of COOW to developing countries as new owners, and its consequences for consumer perception. The authors also introduce an innovative type of data collection through brand communities, which is less commonly used in international marketing research.

Designing food experiences for well-being: a framework advancing design thinking research from a customer experience perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wided Batat ◽  
Michela Addis
Keyword(s):  
Food Consumption ◽  
Design Thinking ◽  
Review Paper ◽  
Innovation Management ◽  
Marketing Research ◽  
Well Being ◽  
Food Marketing ◽  
Content Type ◽  
Integrative Framework ◽  
Experiential Research

Purpose Literature from across design studies and innovation management, as well as food marketing research evidence, is examined to highlight the interdisciplinary and experiential research approaches to food consumption and well-being. This conceptual paper aims to address the need to expand the food industry’s goals by considering its contributions to the consumer’s overall food well-being. Food experience design (FED) seeks to understand how food professionals can design healthy and pleasurable food experiences aimed at enhancing people’s food well-being. FED does so by proposing a holistic and integrative framework. Design/methodology/approach This approach examines design thinking by conducting an analysis of the multidisciplinary literature. This paper addresses the gap in the literature by advancing the theoretical and empirical understanding of food design thinking through the lenses of experiential theory and consumer well-being. Findings This review paper clarifies the scope of FED scholarship and offers a call for collective efforts to establish a focused body of knowledge that leads food marketing professionals and scholars to adopt an experiential perspective to food consumption and production focused on experiential pleasure of food as a driving force for consumer’s well-being. Research limitations/implications The review paper addresses the need to expand the food industry’s goals by considering its contributions to the consumer’s overall food well-being. FED seeks to understand how food professionals can design healthy and pleasurable food experiences aimed at enhancing people’s food well-being. FED does so by proposing a holistic and integrative framework. Practical implications This research provides designers with the operative tools to create innovative food experiences and increase the food well-being of consumers. Toward that end, designers need to extend their skills and evolve their language and competencies to create valuable dialogues with other stakeholders involved. Collaboration requires many other premises. This paper contributes to the discussion by identifying and clarifying them. Originality/value This research highlights the imperative to take multidisciplinary, transformative and experiential approaches to researching food innovation strategies from a consumer’s well-being perspective.

The transition to greener ways at Parsa’s

2021 ◽  
Vol 11 (2) ◽  
pp. 1-19
Author(s):  
Mir Insha Farooq ◽  
Parul Gupta
Keyword(s):  
Consumer Behavior ◽  
Emerging Market ◽  
Marketing Research ◽  
Research Process ◽  
Jammu And Kashmir ◽  
Content Type ◽  
Academic Level ◽  
Green Practices ◽  
Entrepreneurial Decision ◽  
Quick Service

Learning outcomes The aim is to make students deliberate on the prospects and challenges of green practices and developing an understanding of the significance of the decision to be taken by marketers and how data can help even in small-sized entrepreneurial decision-making. Upon completion of this case study, the students will be in a position to achieve the following: • Identify factors that are essential for organizations to think of including planet while formulating strategies. • Understanding the significance of research in studying green consumer behavior and the research process. • Interpreting and critically evaluating the survey. • Suggesting measures how to improve the survey so conducted and recommending solutions. Case overview/synopsis Parsa’s is a case about a quick-service restaurant in an Indian emerging market, which faces the harsh realities of environmental degradation. In a very short span of time, Parsa’s has evolved as a reputed brand – steadily growing with around 16 outlets across different parts of India, most of them in Jammu and Kashmir (J&K). The Indian subcontinent’s landmass is getting buried under its own garbage with the country adding more than 15 million metric tonnes of waste every day. This unmanageable waste generation, which is piling up, adds to the pollution of land, air and water. To curb this menace, India’s Government came up with a one-time plastic ban on October 2nd, 2019. At Parsa’s, Javeed – its owner, had envisioned in 2018 to transit to greening their business activities. The organization’s greening was providing a unique selling proposition. However, they were still in early transition. Indian market being an emerging one, is yet to adopt green practices. In addition, J&K is no different from the rest of the nation. However, Parsa’s had to now think beyond the plastic ban, which was mandatory to all and this strategy will no more provide a competitive advantage. Both the partners were unsure whether the consumers were ready or they need more awareness. Javeed, a management graduate, suggested to conduct a survey in the Kashmir region as their quick-service restaurant had a good holding in most of the districts of Kashmir. Complexity academic level This case is most suitable for graduate and post-graduate level program, ideally in the following courses offered: • and in areas of marketing research, where the students can develop an understanding of how research can help marketers in studying consumer behavior • in strategic management concerning a bigger ambit of sustainability; this case can cover the issues about decisions regarding going green strategies. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 8: Marketing. Supplementary materials Teaching notes are available for educators only.

Measuring consumer neural activation to differentiate cognitive processing of advertising

2018 ◽  
Vol 52 (1/2) ◽  
pp. 182-198 ◽  
Author(s):  
Terry Daugherty ◽  
Ernest Hoffman ◽  
Kathleen Kennedy ◽  
Megan Nolan
Keyword(s):  
Cognitive Processing ◽  
Design Methodology ◽  
First Generation ◽  
Marketing Research ◽  
Research Process ◽  
Event Related Potential ◽  
Neural Activation ◽  
National Brand ◽  
Content Type ◽  
Multiple Exposures

Purpose Herbert Krugman (1971) was among the first marketing scholars to utilize electroencephalography (EEG) to examine advertising. However, nearly five decades have transpired since this innovative research, making it potentially valuable to use a modern-day approach to reproduce a first-generation neuromarketing study. Thus, the purpose of this study is to replicate and extend Krugman’s original work. Design/methodology/approach To measure participants’ neural activity, two within-subject experiments were conducted to test the effectiveness of advertising using EEG. Independent factors, as defined by Krugman (1971), were three national brand ads differentiated by their level of effectiveness (high/low) associated with recall and arousal. Findings Results from Study 1 largely support Krugman’s original findings, in that an inverse relationship is observed among brain waves (beta, theta and alpha) across multiple exposures and levels. Meaning, similar patterns of activation and dissipation occur regardless of ad type or frequency. Findings from Study 2 were successful in accomplishing what Krugman originally could not by distinguishing between the ads utilizing an event-related potential (ERP) design. Originality/value This study demonstrates that a single neuromarketing approach can be used in multiple ways to provide richer insight while adding value during the research process. At the very least, the re-inquiry is an informative act associated with the theoretical relevance of using EEG measurement in marketing research.

The current situation and countermeasures of education and teaching of left behind children in rural areas

2021 ◽  
pp. 002072092110077
Author(s):  
Xue Li ◽  
Hongmei Hu
Keyword(s):  
Academic Performance ◽  
Local Government ◽  
Rural Areas ◽  
Personality Development ◽  
Research Process ◽  
Current Situation ◽  
Survey Method ◽  
Left Behind ◽  
Before And After ◽  
Role Of Parents

The family education responsibilities of rural left-behind children are not fully implemented, and school education is weak, which has caused a series of problems. The education of rural left-behind children has gradually attracted people's attention. In this context, this article studies the current situation and countermeasures of rural LBC education and teaching. This article combines research methods such as questionnaire survey method and on-site interview method for research. In order to better explain the problems of local government, this article first defines the definition of local government, expounds the theory of personality development, and uses scientific sampling methods in the research process to extract research results from some rural areas in our province.了Analysis. Based on the performance of LBC and non-LBC schools, learning guidance and learning, the current situation of LBC education in China was studied. In addition, this article also studied the performance of LBC parents before and after they went abroad, and made some suggestions. The study found that before the parents went out, LBC's academic performance was mainly concentrated at the intermediate level and above, accounting for 78%. After the parents went out, LBC's academic performance decreased significantly, and the results were mainly concentrated in the intermediate and above. Below, accounting for 84%. It can be seen that the role of parents in children's growth education is essential.

scholarly journals The freshness of the fell streams: contextualizing the success of Lapin Kulta Beer in the 1960s

2019 ◽  
Vol 11 (2) ◽  
pp. 165-180
Author(s):  
Janne Ikäheimo
Keyword(s):  
Marketing Research ◽  
External Factors ◽  
Primary Sources ◽  
Trade Association ◽  
Brewing Industry ◽  
Content Type ◽  
European Free Trade Association ◽  
The Social ◽  
Social Tensions ◽  
The 1960S

Purpose As Finland became an associate member of the European Free Trade Association in early 1960s, the domestic brewing industry faced a new threat posed by imported beer. It was neutralized effectively with joint and individual efforts of the breweries. This paper aims to analyze the maneuvers taken by Tornion Olut Oy to brand its new product, Lapin Kulta, which ultimately became the most popular beer in Finland. In addition, the contemporary changes in the Finnish society with related social tensions are shown to have contributed to its success significantly. Design/methodology/approach Archival research focusing on primary sources complemented with biographies, historical newspaper and magazine articles as well contemporary research papers with an aim to reconstruct and better understand the historical and social context of the events. Findings The success of the Lapin Kulta beer in 1960s was not only based on the effective marketing, although a well-thought name, the successful participation in international beer “competitions” enhancing the brand and both improved distribution and logistics certainly contributed to it. Instead the success is shown to have depended also on seemingly odd collection of external factors. However, when put together, the success is shown to have been based on brand's capability to address the social tensions present in Finland during 1960s. Originality/value The importance of the context reconstruction in historical marketing research is underlined as developments traditionally attributed solely to product qualities and marketing may equally stem from a multitude of external factors. As a case study, the research represents a fresh take on the subject through a variety of previously neglected sources.

scholarly journals Variations in American marketing practices of early 19th-century ceramic importers and dealers, reflecting culture and identity

2020 ◽  
Vol 12 (3) ◽  
pp. 345-375
Author(s):  
Neil Ewins
Keyword(s):  
19Th Century ◽  
Design Methodology ◽  
Marketing Research ◽  
Early 19Th Century ◽  
Content Type ◽  
Advertising Strategy ◽  
Political Views ◽  
The Usa ◽  
Anglo American ◽  
The 19Th Century

Purpose This paper explores the advertising strategy of crockery importers and dealers in relationship to their origins and backgrounds. This is a departure from earlier ceramic-history literature which tended to focus on the Staffordshire producers, with limited awareness on how the identity of importers and dealers influenced what products were sold, and their individual approaches to marketing. Design/methodology/approach Within a context of historical marketing research, this paper analyses newspaper advertising and commentary. It combines an examination of marketing practices with a wider consideration of the cultural identities of ceramic importers and dealers. The digitalization of historical records, combined with sophisticated search engines, makes it more feasible to examine a broader range of sources. Thus, modern research methods can enhance our understanding of production and demand and reveal how marketing strategy was diverse. Findings Awareness on how advertising was influenced by the backgrounds and socio-political views of importers and dealers demonstrates ways in which Anglo-American ceramic trade could be far more market-led. More significantly, marketing approaches were not necessarily responding to American demand, but rather that importers could engage in commissioning goods which reflected their own views on politics, religion or slavery. Originality/value Examining the advertising of importers demonstrates the complex relationship between production and ceramic demand. This paper opens up debates as to how far the advertising of other merchandise in the USA shows evidence of taking a more individual approach by the 19th century.

Evaluation of endorphin content in the CSF of patients with trigeminal neuralgia before and after Gasserian ganglion thermocoagulation

1981 ◽  
Vol 55 (6) ◽  
pp. 935-937 ◽  
Author(s):  
Giuseppe Salar ◽  
Salvatore Mingrino ◽  
Marco Trabucchi ◽  
Angelo Bosio ◽  
Carlo Semenza
Keyword(s):  
Cerebrospinal Fluid ◽  
Trigeminal Neuralgia ◽  
Control Group ◽  
Gasserian Ganglion ◽  
Content Type ◽  
Group Of Seven ◽  
Idiopathic Trigeminal Neuralgia ◽  
Significant Difference ◽  
Before And After ◽  
Fine Print

✓ The β-endorphin content in cerebrospinal fluid (CSF) was evaluated in 10 patients with idiopathic trigeminal neuralgia during medical treatment (with or without carbamazepine) and after selective thermocoagulation of the Gasserian ganglion. These values were compared with those obtained in a control group of seven patients without pain problems. No statistically significant difference was found between patients suffering from trigeminal neuralgia and those without pain. Furthermore, neither pharmacological treatment nor surgery changed CSF endorphin values. It is concluded that there is no pathogenetic relationship between trigeminal neuralgia and endorphins.

Preoperative and postoperative cognitive functioning in patients with frontal meningiomas

2003 ◽  
Vol 98 (1) ◽  
pp. 21-31 ◽  
Author(s):  
Oliver Tucha ◽  
Christian Smely ◽  
Michael Preier ◽  
Georg Becker ◽  
Geraldine M. Paul ◽  
...  
Keyword(s):  
Executive Functions ◽  
Cognitive Functioning ◽  
Time Course ◽  
Lesion Size ◽  
Test Battery ◽  
Surgical Removal ◽  
Specific Information ◽  
Content Type ◽  
Before And After ◽  
Fine Print

Object. There is presently no specific information available concerning the nature and course of cognitive deficits caused by intracranial meningiomas. In this prospective study the authors examined the cognitive functioning of patients with frontal meningiomas. Methods. Fifty-four patients with frontal meningiomas were examined neuropsychologically before and after neurosurgery. The test battery consisted of standardized instruments including those assessing memory, attention, visuoconstructive abilities, and executive functions. The time period between pre-and postoperative assessment ranged from 4 to 9 months. The patients' performance was compared with the results in 54 healthy adults who were also assessed twice by using the same test battery in a period ranging from 4 to 9 months. In addition, the effect on cognition of meningioma lateralization, localization, lesion size, edema, brain compression, time course, and the occurrence of preoperative seizures was analyzed. Conclusions. Except in the case of working memory, comparisons of pre- and postoperative assessments of cognition revealed no differences in memory, visuoconstructive abilities, or executive functions, although a postoperative improvement in attentional functions was observed. The results of this study indicate that the surgical removal of frontal meningiomas does not impair patients' cognitive functioning. Furthermore, improvements in attentional functions may occur in these patients.

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