Team brand extension or licensed product? Examining consumer awareness of two distinct brand strategies

2014 ◽  
Vol 4 (2) ◽  
pp. 96-108 ◽  
Author(s):  
Patrick Walsh ◽  
Isabell Rhenwrick ◽  
Antonio Williams ◽  
Adia Waldburger
Keyword(s):  
Recent Literature ◽  
Brand Extension ◽  
Brand Extensions ◽  
Negative Effects ◽  
Consumer Awareness ◽  
Content Type ◽  
Difficult Time ◽  
Brand Strategies ◽  
Team Brand ◽  
Practical Implications

Purpose – While brand extensions and licensing are two distinct brand strategies, recent literature suggests that licensing be treated as an “external” brand extension. As both of these strategies have the ability to have positive and negative effects on the team's brand it is important to understand if consumers are aware if they are purchasing licensed products or extensions. Therefore, the purpose of this paper is to examine if consumers are aware when a brand extension or licensing situation is present. Design/methodology/approach – This research involved exposing participants to a total of 16 products (eight brand extensions and eight licensed products) and asking participants to indicate who developed the products they were exposed to. Findings – The results suggest that participants had a difficult time correctly identifying team licensed products, while in general they were able to successfully identify team brand extensions. Research limitations/implications – This study provides empirical evidence suggesting that licensed product should not be classified as brand extensions as has been previously suggested. As such, research on brand extensions may not be applicable to licensing and vice versa. Practical implications – As there is some confusion in regards to who is manufacturing team licensed product, it is important that sport properties choose licensees that produce high quality products to limit potential negative effects on their brand. Originality/value – This was the first known study to examine differences in consumer awareness of team brand extensions and licensed products.

scholarly journals The effects of logo frame design on brand extensions

2019 ◽  
Vol 29 (1) ◽  
pp. 97-113
Author(s):  
Yu-Shan Athena Chen ◽  
Lien-Ti Bei
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Brand Extension ◽  
Brand Extensions ◽  
Future Research ◽  
Content Type ◽  
Frame Effect ◽  
Frame Design ◽  
The Impact ◽  
Practical Implications

Purpose The purposes of two experiments were to examine how brands may create a broad brand impression and benefit brand extensions by crafting logo frames. Design/methodology/approach Two experimental studies were conducted. Study 1 examines how removing and breaking logo frames expands perceived brand breadth. Study 2 considers the implication of this logo frame effect and indicates the impact of logo frames on brand extension scenarios. Findings Removing and breaking logo frames could expand perceived brand breadth and, in turn, benefits the brand extensions, especially for promotion-focused consumers. However, prevention-focused people held favorable brand extension attitudes when the brand logo constructs a complete frame due to its perceived trustworthiness. Research limitations/implications As an initial exploration, this study conceptualizes and manipulates logo frames as full framed, partial framed and open logo. Future research studies could include further design features in the examination. Practical implications If a brand seeks to be broad, removing or breaking its logo frame is an alternative. However, consequential negative impressions on brand extension attitudes among prevention-focused customers should be considered. Originality/value This study is the first investigation into the impacts of logo frame patterns on consumers’ perception of brand breadth and the consequent extension attitudes.

Intellectual capital disclosure on Twitter – empirical evidence from the world’s largest companies

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Łukasz Bryl ◽  
Justyna Fijałkowska ◽  
Dominika Hadro
Keyword(s):  
Social Media ◽  
Intellectual Capital ◽  
Recent Literature ◽  
Future Research ◽  
Corporate Disclosure ◽  
Content Type ◽  
Management Philosophy ◽  
Business Units ◽  
Structural Capital ◽  
Practical Implications

Purpose This study aims to examine intellectual capital disclosure (ICD) on Twitter by 60 of the world’s largest companies and explains the main themes communicated to stakeholders. The second objective is to determine which topics provoke most stakeholders’ reactions. Design/methodology/approach The authors perform content analysis on more than 42,000 tweets to examine ICD practices along with the reactions of stakeholders in the form of retweets and “favorites” toward the information disclosed. Findings Intellectual capital (IC) is an important theme in corporate disclosure practices, as more than one-third of the published tweets refer to IC. The world’s largest companies focus on relational capital information, followed by human and structural capital. The main IC themes disclosed were management philosophy, corporate reputation and business partnering. Tweets related to IC are of greater interest to stakeholders than other tweets and provoke more reactions. There is no complete consistency between the topics most intensively disclosed by companies and those that elicit the most vivid responses from the addressees. Practical implications This study offers an understanding of the world’s largest companies’ practices that refer to ICD via social media and has implications for organizations in the creation and use of communication channels when developing a dialogue with stakeholders on topics regarding IC that may lead to better management of IC performance. Originality/value This paper is a response to the call for studies on ICD via social media, which is strongly highlighted in the recent literature concerning future research on IC and until now was almost absent in the field of business units. This research provides in-depth insights into the use of Twitter to disclose IC elements and indicates which fields and topics of this disclosure provoke stakeholders’ reactions, which is a novelty in ICD studies.

Imperfect produce: retailer actions and service outcomes

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Atmadeep Mukherjee ◽  
Amaradri Mukherjee ◽  
Pramod Iyer
Keyword(s):  
Purchase Intention ◽  
Design Methodology ◽  
Well Being ◽  
Societal Implications ◽  
Negative Effects ◽  
Content Type ◽  
Service Outcomes ◽  
Patronage Intention ◽  
Practical Implications

Purpose Food waste is a big problem where millions of pounds of produce are discarded every year because they are imperfect or unattractive. Despite the societal implications of selling unattractive produce, limited research has been directed toward understanding the effect of imperfect produce on consumers’ evaluations of the produce and retailer outcomes. This paper aims to investigate why consumers tend to discard imperfect produce and how retailer interventions (i.e. anthropomorphized signage and packaging) can alleviate these negative effects. Design/methodology/approach Three experiments were conducted to examine the postulations. Study 1 highlights the role of consumers’ embarrassment in the purchase decision of imperfect produce and retailer patronage intention. Studies 2 and 3 provide managerially relevant boundary conditions of anthropomorphic signage and opaque packaging. Findings Convergent results across three studies (n = 882) indicate that imperfect produce increases purchase embarrassment and reduces purchase intention and retailer patronage intention. Retailer interventions (i.e. anthropomorphic signage and opaque packaging) can allay this feeling of embarrassment and lead to an increased retailer patronage intention and higher service satisfaction. Practical implications This research provides guidance to retailers for effectively promoting imperfect produce. Social implications Retailers’ actions can benefit the well-being of farmers, suppliers, customers and the overall environment. Originality/value This research adds to the literature on unattractive produce by identifying new moderators, namely, anthropomorphic signages and opaque packaging. The research also shows that purchase embarrassment is a key process mechanism.

Cooperatives: an alternative to water privatization in Greece

2014 ◽  
Vol 10 (2) ◽  
pp. 135-154 ◽  
Author(s):  
Ifigeneia Douvitsa ◽  
Demosthenis Kassavetis
Keyword(s):  
Design Methodology ◽  
Water Distribution ◽  
Water Privatization ◽  
Negative Effects ◽  
Content Type ◽  
Negative Results ◽  
Viable Solution ◽  
Water Provision ◽  
First Time ◽  
Practical Implications

Purpose – The aim of this article is to investigate the organization of water cooperatives in Greece for the first time, as promoted by a spontaneous social mobilization called Initiative 136. The above attempt appears as an alternative proposition as opposed to the state-driven full privatization of EYATH S.A. Design/methodology/approach – This article presents previous work on water cooperatives and the negative effects of water privatization worldwide, relating it to water privatization in Greek reality through the prism of the current recession. Findings – While full privatization under the pressure of the economic crisis is very likely to yield significantly negative results, a transformation into a water cooperative might provide a viable solution. Research limitations/implications – Water cooperatives provide a solution for water distribution that is friendly for the consumer, the society and the environment. Practical implications – Application of a cooperative method of water provision in Greece could be a springboard for the use of the model in other areas. Originality/value – The article evaluates the privatization and cooperativization attempt of EYATH S.A. based on previous related research and considering Greece ' s current conditions.

Tribe and village in African organizations and business

2016 ◽  
Vol 45 (1) ◽  
pp. 51-66 ◽  
Author(s):  
Simon Ulrik Kragh
Keyword(s):  
Rural Communities ◽  
Sociological Theory ◽  
Cultural Patterns ◽  
Negative Effects ◽  
African Countries ◽  
Content Type ◽  
Organizational Behaviour ◽  
Analytical Perspective ◽  
Anthropological Literature ◽  
Practical Implications

Purpose – The purpose of this paper is to show that organizational behaviour and business relations in African countries reflect preindustrial social norms typical of kinship based, rural communities such as in-group/out-group differentiation, reliance on kinship and the use of gift-exchange to create and strengthen social bonds. Design/methodology/approach – Two books on African management are interpreted using anthropological and sociological theory as the analytical perspective. Findings – The analysis of the two works suggests that the preindustrial patterns described in the anthropological literature play a central role in African management and business. Practical implications – The paper concludes that manager should recognize the negative effects that may follow from a rejection of these socio-cultural patterns of behaviour. Originality/value – It introduces Marshall Sahlins’ theory of social distance and reciprocity showing how this theory explains behaviours in and between African organizations.

Reinforcing each other: strategies to advance international interlibrary loan

2021 ◽  
Vol 49 (1) ◽  
pp. 36-44
Author(s):  
Hilary H. Thompson ◽  
Kurt Munson ◽  
James B. Harper
Keyword(s):  
Resource Sharing ◽  
Design Methodology ◽  
Recent Literature ◽  
International Federation ◽  
Interlibrary Loan ◽  
Content Type ◽  
Survey Results ◽  
Multiple Translations ◽  
Practical Implications ◽  
Stars Survey

Purpose The purpose of this paper is to share the results of the 2019 international interlending survey conducted by the American Library Association, Reference and User Services Association (RUSA), Sharing and Transforming Access to Resources Section (STARS) International Interlibrary Loan (ILL) Committee, the fourth such survey conducted by this group since 2007. Design/methodology/approach Committee members developed the survey instrument and collected data in Qualtrics. Questions from the 2015 and 2011 instruments were reused to support longitudinal data analysis, and new questions related to improving the sharing of resources across borders were added. The survey was distributed to libraries worldwide via multiple methods, and translations in six of the seven official International Federation of Library Associations and Institutions languages were provided. Findings Results reveal challenges to engaging in global resource sharing in the areas of discovery and request methods, policies and service models, copyright and licensing, delivery and payment. Strategies to overcome these challenges, as informed by both the survey results and recent literature, are shared. Reinforcing each other, these independently and organically developed solutions illustrate ways to further advance ILL. Practical implications The findings can aid ILL practitioners and the organizations to which they belong in improving the sharing of resources across borders. By optimizing this service, libraries can better support researchers in a globalized environment. Originality/value The 2019 RUSA STARS survey is the first survey on the topic of international ILL to offer multiple translations complimenting global distribution. It contributes to the literature by offering a broad and updated perspective on current international ILL practices, challenges impeding the sharing of library materials abroad and possible solutions.

The consumers' (mis)perceptions of ecolabels' regulatory schemes for food products: insights from Canada

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yoann Guntzburger ◽  
Ingrid Peignier ◽  
Nathalie de Marcellis-Warin
Keyword(s):  
Perceived Control ◽  
Risk Perceptions ◽  
Third Party ◽  
Consumer Awareness ◽  
Content Type ◽  
Production Methods ◽  
Representative Random Sample ◽  
Proportional Odds Models ◽  
Multiple Variables ◽  
Practical Implications

PurposeEcolabels will undoubtedly play a central role in promoting more sustainable production methods and consumption behaviors. Although numerous recent studies have explored consumer awareness, interpretation and preferences toward ecolabels and certifications, little is yet known about how they perceive the regulatory schemes that underpin them.Design/methodology/approachData were collected using a survey answered by a representative random sample of 1,032 Canadian consumers. Unconstrained partial-proportional odds models were used to perform statistical analyses.FindingsThe results suggest that consumers generally do not differentiate between regulatory schemes for organic, local and non-GMO products. The level of perceived control and strictness appears to be influenced by multiple variables involving risk perception, trust and motivations, although this influence varies across labels.Research limitations/implicationsIn addition to geographical specificities, this survey includes self-reported variables that might be subject to desirability biases and intention variables which do not necessarily predict behavior. Finally, this study does not consider interaction effects, since claims and ecolabels have not been studied in relation to specific products.Practical implicationsThese misperceptions about ecolabels' regulatory schemes could be addressed through better communication about schemes and certifications, although the authors agree that information alone would not be enough to deal with the trust issue suggested by the results. Deliberative and behavioral approaches might be more efficient to embed consumers' values, perceptions and concerns related to food labeling and certifications into the policymaking process.Originality/valueThis work explores the role played by risk perceptions, trust, egoistic and altruistic motives, and the importance of third-party certifications in the consumer's understanding of ecolabels' regulatory schemes.

Entrepreneurial orientation in business schools

2015 ◽  
Vol 29 (2) ◽  
pp. 192-212 ◽  
Author(s):  
Sherein H. Abou- Warda
Keyword(s):  
Entrepreneurial Orientation ◽  
Business School ◽  
Design Methodology ◽  
Recent Literature ◽  
Business Schools ◽  
International Programs ◽  
Content Type ◽  
Confirmatory Factor ◽  
Industry Collaboration ◽  
Practical Implications

Purpose – The purpose of this paper is to examine the differences between the four main kinds of business schools in Egypt (private; internationally affiliated; public with local programs; and public with international programs) in terms of perceptions of entrepreneurial orientation (EO). Design/methodology/approach – Data were gathered 212 with a response rate of 55.1 percent from a sample of academics in the four groups of business schools (private; internationally affiliated; public with local programs; and public with international programs) using self-administered questionnaires. Results of exploratory and confirmatory factor analysis were conducted to check EO, construct validity and to identify meaningful factors. MANOVA was performed by using factors identified in the previous step to establish whether any significant differences exist between the four groups. Findings – The results show that differences between the four groups exist in terms of four sub-constructs of EO (research mobilization, unconventionality activities, industry collaboration, and perception of university policies) which successfully predict business school involvement in accreditation and commercialization setting. Practical implications – It is meaningful to conduct a comparative study of EO; the results of this study may be broadly applied to higher education (HE) systems in other countries where strong entrepreneurship has contribute to building a more solid economy. Originality/value – The recent literature has put little effort in understanding the effects of cultural differences among universities and its departments in terms of EO and none in identifying the differences between HE systems on the same topic.

Workplace resources and employee resilience: the role of regulatory profiles

2017 ◽  
Vol 22 (4) ◽  
pp. 419-435 ◽  
Author(s):  
Joana Kuntz ◽  
Philippa Connell ◽  
Katharina Näswall
Keyword(s):  
Regulatory Focus ◽  
Online Survey ◽  
Negative Effects ◽  
Prevention Focus ◽  
Content Type ◽  
Joint Effects ◽  
Main Effects ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to investigate the independent and joint effects of regulatory focus (promotion and prevention) on the relationship between workplace resources (support and feedback) and employee resilience. It proposed that, at high levels of resource availability, a high promotion-high prevention profile would elicit the highest levels of employee resilience. Design/methodology/approach An online survey was completed by 162 white collar employees from four organisations. In addition to the main effects, two- and three-way interactions were examined to test hypotheses. Findings Promotion focus was positively associated with employee resilience, and though the relationship between prevention focus and resilience was non-significant, both regulatory foci buffered against the negative effects of low resources. Employees with high promotion-high prevention focus displayed the highest levels of resilience, especially at high levels of feedback. Conversely, the resilience of low promotion-low prevention individuals was susceptible to feedback availability. Practical implications Employee resilience development and demonstration are contingent not only on resources, but also on psychological processes, particularly regulatory focus. Organisations will develop resilience to the extent that they provide workplace resources, and, importantly, stimulate both promotion and prevention perspectives on resource management. Originality/value This study extends the research on regulatory focus theory by testing the joint effects of promotion and prevention foci on workplace resources, and the relationship between regulatory foci and employee resilience.

Not too many but also not too few

2012 ◽  
Vol 15 (3) ◽  
pp. 290-308 ◽  
Author(s):  
Sebastian Uhrich ◽  
Michael Luck
Keyword(s):  
Research Question ◽  
Evaluation Criteria ◽  
Retail Stores ◽  
Negative Consequences ◽  
Structured Interviews ◽  
Negative Effects ◽  
Content Type ◽  
Consumer Responses ◽  
Sales Personnel ◽  
Practical Implications

PurposeThe purpose of this paper is to explore the theoretical mechanisms that underlie the negative effects of low customer density on shoppers' emotions and behavioural responses in retail settings.Design/methodology/approachThis study uses three different qualitative techniques to explore the research question: semi‐structured interviews, shopping with consumers, and focus groups.FindingsThree major issues contribute to unfavorable consumer responses to low customer density levels in retail stores: exposure to undesired social influence from sales personnel; loss of social cues and evaluation criteria; and lack of social stimulation.Practical implicationsThe findings of this research assist store managers to resolve the problems associated with low customer density in retail stores. For example, the results suggest that the negative effects of low customer density can be mitigated by providing appropriate training for sales staff as well as by actively communicating the quality, price level, and image of the store.Originality/valueEmpirical evidence shows that the effects of customer density on shopper outcomes follow an inverted U‐shaped trend. Previous research has focused on explaining the negative consequences of high customer density, while the explanatory mechanisms for the negative effects of low customer density remain largely unclear. This research partially fills this gap in the literature by identifying the psychological processes that account for the negative effects of low customer density.

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