Multi-brand loyalty: when one brand is not enough

2014 ◽  
Vol 17 (4) ◽  
pp. 464-480 ◽  
Author(s):  
Reto Felix
Keyword(s):  
Thematic Analysis ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Point Of View ◽  
Research Approach ◽  
Content Type ◽  
Family Tradition ◽  
Managerial Implications ◽  
Depth Interviews ◽  
Over Time

Purpose – The purpose of this research is to provide a deeper, constructivist account of multi-brand loyalty. Previous literature has acknowledged the existence of multi-brand loyalty, but described it from a narrow, rational and primarily utilitarian point of view. Design/methodology/approach – The study is based on open-ended, depth interviews. Data were labeled, coded and classified into different topics, and thematic analysis was used to identify three dominant themes. Findings – Multi-brand loyalty emerged in three forms: biased, specialized and perfect substitutes. These relationships may undergo dynamic transformations over time. Further, family tradition and perceived freedom were identified as two important motivations for consumers to be loyal to more than one brand. The managerial implications address suggestions on how companies can avoid that consumers become loyal to several brands instead of maintaining single-brand loyalty. Originality/value – The study is the first to address multi-brand loyalty based on a qualitative research approach and provides preliminary insights into occurrences and motivations related to the construct.

The anatomy of the inconspicuous luxury fashion experience

2018 ◽  
Vol 22 (1) ◽  
pp. 129-156 ◽  
Author(s):  
Marian Makkar ◽  
Sheau-Fen Yap
Keyword(s):  
Consumer Behavior ◽  
Relationship Marketing ◽  
Design Methodology ◽  
Exploratory Research ◽  
Symbolic Consumption ◽  
Content Type ◽  
Starting Point ◽  
Managerial Implications ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to address the following questions: how do consumers construct meaning around their inconspicuous luxury fashion experiences? What desires do inconspicuous consumers strive to fulfill? What sentiments do they associate with their inconspicuous luxury fashion consumption? Design/methodology/approach This exploratory research begins with a netnographic study of 11 online luxury blogs followed by in-depth interviews and home observations of ten luxury consumers with inconspicuous preferences in Dubai. Findings Inconspicuous choices are not simply for associative or dissociative motivations but several symbolic consumption schemas come into play. A typology of inconspicuous luxury fashion consumers has emerged: fashion influencers, trendsetters, fashion followers, and luxe conservatives. Practical implications The findings have potential to yield important managerial implications for fashion retailers and brand communications. The typology of inconspicuous consumers provides a basis for developing a more targeted relationship marketing program for luxury fashion brands. Originality/value This research advances luxury knowledge in fashion and consumer behavior research by unveiling how consumers construct meanings around their inconspicuous consumption. The typology developed in this study marks the starting point for further extensions to explore the complexities of inconspicuous luxury consumers, which are grounded in the roles they take on in society, how they plan their luxury consumption journey and how they eventually use these possessions for self-identification and communication to others.

scholarly journals Police officers’ experiences as victims of hate crime

2018 ◽  
Vol 41 (5) ◽  
pp. 526-538 ◽  
Author(s):  
Rob C. Mawby ◽  
Irene Zempi
Keyword(s):  
Thematic Analysis ◽  
Police Officers ◽  
Design Methodology ◽  
Hate Crime ◽  
Police Training ◽  
Personal Characteristics ◽  
Small Sample ◽  
Content Type ◽  
Depth Interviews ◽  
Practical Implications

PurposeThe purpose of this paper is to fill a research and literature gap by examining the nature and impact of hate crime victimisation on police officers, and their responses to it. The research explores victimisation due to the occupational stigma of policing and the personal characteristics and identities of individual officers.Design/methodology/approachThe research design is qualitative, based on 20 in-depth interviews with police officers in one English police force. Thematic analysis was applied to the data.FindingsAll participants had experienced hate crime arising from their occupational or personal identities. Initially shocked, officers became desensitized and responded in different ways. These include tolerating and accepting hate crime but also challenging it through communication and the force of law.Research limitations/implicationsThis research is based on a small sample. It does not claim to be representative but it is exploratory, aiming to stimulate debate and further research on a contemporary policing issue.Practical implicationsIf further research works were to confirm these findings, there are implications for police training, officer welfare and support, supervision and leadership.Originality/valueThe police occupy a problematic position within hate crime literature and UK legislation. This paper opens up debate on an under-researched area and presents the first published study of the hate crime experiences of police officers.

Rethinking project management

2016 ◽  
Vol 9 (4) ◽  
pp. 716-743 ◽  
Author(s):  
Derek Walker ◽  
Beverley Lloyd-Walker
Keyword(s):  
Project Management ◽  
Research Agenda ◽  
Design Methodology ◽  
Future Research ◽  
Research Approach ◽  
Research Directions ◽  
Content Type ◽  
Future Research Directions ◽  
Axial Coding ◽  
Over Time

Purpose The purpose of this paper is to explore the extent of the continuing influence on project management (PM) research directions of rethinking project management over the last ten years. Design/methodology/approach The authors chose a qualitative research approach that involved reading all papers published in the International Journal of Managing Project in Business since its commencement in 2008. Content analysis was performed on these papers to allow axial coding of key article content influence themes. Findings The research identified the strength, over time, of the three research interest clusters on the PM research agenda and resultant changes in the PM paradigm. The five directions put forward by the rethinking PM agenda and other researchers ten years ago have continued to influence the PM research agenda. Originality/value Findings provide a better understanding the changes in PM research directions since rethinking PM, the increased breadth and sophistication of PM research in general, and future research directions.

Accepting or rejecting the label: how gay employees cope with harassment at work

2019 ◽  
Vol 34 (8) ◽  
pp. 644-664
Author(s):  
Dilusha Madushanka Liyanage ◽  
Arosha Adikaram
Keyword(s):  
Coping Strategies ◽  
Organizational Support ◽  
Design Methodology ◽  
Social Withdrawal ◽  
Labeling Theory ◽  
Research Approach ◽  
Content Type ◽  
The Face ◽  
Support Seeking ◽  
Depth Interviews

Purpose The purpose of this paper is to understand how gay employees, as labeled deviants, cope with heterosexist harassment at work in an Asian culture of hegemonic heterosexual masculinity, using the modified labeling theory. Design/methodology/approach Using qualitative research approach, in-depth interviews were carried out with 16 self-identified gay employees. Findings Results revealed how the coping strategies of gay employees, in the face of harassment, are entwined with the labeling and stigma leading to diverse and complex coping strategies. Several broader coping strategies were thus identified based on whether the participants accepted the label of deviance and stigma and whether they were open about their sexuality. These broader coping strategies are support seeking, confrontation, inaction, quitting and, stigma and labeling avoidance strategies. Under these broader strategies, there were also sub strategies such as seeking social support, organizational support, legal support the support of the wise, as well as secrecy and social withdrawal. Originality/value These findings will advance the knowledge in coping strategies of heterosexist harassments at work as well as knowledge in harassment of gay employees, in hegemonic heterosexual cultures.

Shari’ah issues in Islamic banking: a qualitative survey in Malaysia

2014 ◽  
Vol 6 (2) ◽  
pp. 198-210 ◽  
Author(s):  
Abdelghani Echchabi ◽  
Hassanuddeen Abd. Aziz
Keyword(s):  
Design Methodology ◽  
Structured Interview ◽  
Point Of View ◽  
Islamic Finance ◽  
Islamic Banking ◽  
Research Approach ◽  
Islamic Banks ◽  
Content Type ◽  
Qualitative Survey ◽  
Customers Perspective

Purpose – The purpose of this paper is to examine the customers’ perception regarding the current shari’ah issues of Islamic banks in Malaysia. Specifically, the study attempts to examine the awareness of the current criticisms of the main shari’ah issues in Islamic finance, and the perception of the selected customers towards these criticisms. Design/methodology/approach – The study uses a qualitative approach to understand in detail the customers’ perception and experiences about shari’ah compliance of Islamic banks. Semi-structured interview is used with ten Islamic banks’ customers in Malaysia. The study also used phenomenological techniques to analyse the data. Findings – The findings revealed that the interviewees have considerable exposure and awareness of the current criticisms of the shari’ah compliance of Islamic banks. Originality/value – This research is the first to study the shari’ah issues of Islamic banks in Malaysia from the customers’ perspective, by using a qualitative research approach. The findings of this study are of original importance, because they unveil the customers’ experience in an area that has been severely looked at from the professional and experts’ point of view only.

Challenges for B2B research relevance: a top executive perspective

2014 ◽  
Vol 29 (7/8) ◽  
pp. 593-600 ◽  
Author(s):  
Hannu Kuusela ◽  
Elina Närvänen ◽  
Hannu Saarijärvi ◽  
Mika Yrjölä
Keyword(s):  
Design Methodology ◽  
Point Of View ◽  
New Approach ◽  
Content Type ◽  
Top Executives ◽  
Research Designs ◽  
Top Executive ◽  
Business To Business ◽  
Depth Interviews

Purpose – The purpose of the article is to identify and analyze the challenges of business-to-business (B2B) research relevance from the point of view of top executives. Design/methodology/approach – Ten in-depth interviews with top executives from different B2B industries were conducted and analyzed by using Arndt’s (1985) elements of a healthy discipline, i.e. knowledge, problems and instruments. Findings – The findings reveal 12 challenges that characterize contemporary B2B research relevance from a top executive perspective. Research limitations/implications – The research offers genuine top executive insight. More research from different perspectives is needed to broaden the understanding of B2B research relevance. Originality/value – Reflecting B2B research with the identified challenges can contribute to better research designs, narrowing the gap between B2B scholars and practitioners. Altogether, it contributes to the health of the B2B discipline. The study also introduces a new approach to analyzing research relevance by using the elements of scientific balance.

Structure and analyze the football value chain in Brazil

2019 ◽  
Vol 20 (2) ◽  
pp. 258-275
Author(s):  
Rosiane Serrano ◽  
Daniel Pacheco Lacerda ◽  
Ricardo Augusto Cassel ◽  
Aline Dresch ◽  
Maria Isabel Wolf Motta Morandi
Keyword(s):  
Value Chain ◽  
Design Methodology ◽  
Raw Material ◽  
Added Value ◽  
Content Type ◽  
Linear Approach ◽  
Managerial Implications ◽  
Depth Interviews ◽  
Practical Implications ◽  
Structured Questionnaire

Purpose Football is deployed into various segments and consists of a complex value chain, with interrelationships and circularities. It is relevant in various segments and therefore it is important to understand the structure. Thus, the purpose of this paper is to present a model of a football value chain and the managerial implications inherent to this chain. Design/methodology/approach This research used a field study as its methodology, developing a semi-structured questionnaire containing open-ended questions about the representativeness of the football value chain. In-depth interviews with specialists in football were performed to collect data. Findings The results of the interviews indicated that the theoretical model is representative. Furthermore, through validation, the relevance and representativeness of the football value chain was shown, as well as its interrelationships with the other commodity and service segments. In addition, it was found that this segment is relevant and influential in the national and international market, and can be considered a factor of economic and social development. Research limitations/implications This paper provides a view of the actors who make up the football value chain, and also supplies a complementary view to the models of chains presented in the theoretical review, enabling the provision of evidence on the axis with greater added value as a new step. The limitation of this research involves the context approached, because as identified throughout the investigation, this context is complex and dynamic. In this way, the linear approach used to construct this chain led to a reduced view of reality and of present relationships. Practical implications The model shows the presence of the main actors and the structure for the transformation of raw material into a final product, and is useful to understand the existing relationships and the layers of added value. Social implications The evaluation of the conceptual model of football value chain confirms that this is a professionalized chain, which generates a significant number of direct and indirect jobs. Originality/value The authors propose a model of a football value chain which is complementary to the theoretical review developed, exposing a linkage of the players present in this chain and at what stage they are present, and supplies the managerial implications inherent to this.

Developing a marketing framework for the bottom of the pyramid consumers

2020 ◽  
Vol 17 (3) ◽  
pp. 455-471
Author(s):  
Mahima Mathur ◽  
Ritu Mehta ◽  
Sanjeev Swami
Keyword(s):  
Qualitative Research ◽  
Design Methodology ◽  
Research Approach ◽  
Bottom Of The Pyramid ◽  
Senior Managers ◽  
Content Type ◽  
Successful Business ◽  
Bop Markets ◽  
Depth Interviews ◽  
Practical Implications

PurposeThis paper develops a comprehensive marketing framework that firms could use as a foundation for developing a successful business model that ensures sustainability in BOP markets.Design/methodology/approachThe study employs a qualitative research approach based on semi-structured in-depth interviews with founders or senior managers of Indian firms who have been successfully operating in the Indian BOP market. The data is then systematically coded and categorized with the help of software to get better insights.FindingsThe findings of the paper indicate that although the traditional 4As of marketing are important, they do not explain the success of firms adequately. Based on the findings of the interviews, we propose an 8A model that comprises the original 4As along with adaptability, assistance, action innovation and accelerating scale.Practical implicationsThe proposed 8A framework would be useful for domestic and multi-national firms aiming to make a foray into the Indian BOP market.Originality/valueThe paper contributes to the literature on the BOP market by identifying the factors important for succeeding in the BOP market. It builds on the 4A model to propose 8As marketing framework in the context of BOP markets.

Individual intellectual capital versus collective intellectual capital in a meta-organization

2016 ◽  
Vol 17 (2) ◽  
pp. 279-297 ◽  
Author(s):  
José Vale ◽  
Manuel Castelo Branco ◽  
João Ribeiro
Keyword(s):  
Intellectual Capital ◽  
Design Methodology ◽  
Content Type ◽  
Intellectual Assets ◽  
Managerial Implications ◽  
The Individual ◽  
Practical Implications ◽  
Level Of Analysis ◽  
Over Time

Purpose – The purpose of this paper is to discuss and analyse how intellectual capital (IC) is created and deteriorated in a meta-organization by assessing the interdependency between the collective IC of the meta-organization and the individual IC of its members. Design/methodology/approach – A case study conducted in a seaport is adopted to explore how creation or deterioration of IC at one level of analysis affects the IC at the other. Four different illustrations are provided, depicting different instances of articulation between both types of IC. Findings – Evidence suggests that, in a meta-organization, IC appears as a function of both individual and collective IC dimensions. Changes in the meta-organization’s IC or in its members’ IC may have different impacts on each other, generating intellectual assets or intellectual liabilities at both levels. Evidence also suggests that those changes in IC should be analysed in a longitudinal way, since both levels affect each other in different ways over time. Research limitations/implications – Despite the validity of the interpretations provided in the context of the case study, generalization to other situations should be conducted only in a theoretically framed manner. Practical implications – This study provides important strategic and managerial implications for meta-organizations and their members, who are concerned with their performance. Originality/value – Although there have been some efforts to apply the traditional IC methodologies to a bigger scope, such as regions or nations, some meso level empirical contexts are yet far unexplored, such as the case of meta-organizations. Furthermore there is a gap in management sciences’ research on seaports.

Accounts of self-gift giving: nature, context and emotions

2015 ◽  
Vol 49 (7/8) ◽  
pp. 1067-1086 ◽  
Author(s):  
Teresa Pereira Heath ◽  
Caroline Tynan ◽  
Christine Ennew
Keyword(s):  
Critical Incident ◽  
Design Methodology ◽  
Consumer Behaviour ◽  
Emotional Responses ◽  
Temporal Dimension ◽  
Content Type ◽  
Interpretive Approach ◽  
Depth Interviews ◽  
Therapeutic Dimension ◽  
Over Time

Purpose – The purpose of this paper is to provide a contextualized view of participants’ accounts of self-gift consumer behaviour (SGCB) throughout the consumption cycle, from the motivations to the emotions that follow. Design/methodology/approach – This paper uses an interpretive approach, focused on participants’ constructions of meanings, using 99 critical incident technique interviews, which followed 16 in-depth interviews. Findings – This paper identifies the following self-gift motivations: To Reward Myself (and Others); To celebrate; To remember or get closer; To forget or part; To feel loved or cheered up; and To enjoy life. It also uncovers a compensatory/therapeutic dimension in most self-gifts. The authors identify changes in emotional responses to SGCB over time, and suggest a relationship between these emotions and the contexts that drive self-gifts. Self-gifts are conceptualized as pleasure-oriented, symbolic and special consumption experiences, which are self-directed, or both self- and others-directed; perceived by the consumer to be justified by the contexts in which they occur; and driven and followed by context-dependent emotions. Originality/value – This manuscript offers novel insights into participants’ uses of both SGCB and the act of labelling purchases “self-gifts”. It uncovers how consumers are concerned with accounting for indulgent spending and how this problematizes the concept of “self-gift”. It challenges the idea of a single context for SGCB, showing how interacting motivations explain it. It also introduces a temporal dimension to self-gift theory by considering emotional responses at different times. Finally, it offers a new conceptualization of and theoretical framework for SGCB.

Sign in / Sign up

Export Citation Format

Share Document