scholarly journals Slogans, brands and purchase behaviour of students

2020 ◽  
Vol 21 (3) ◽  
pp. 305-317
Author(s):  
Maria Rybaczewska ◽  
Siriphat Jirapathomsakul ◽  
Yiduo Liu ◽  
Wai Tsing Chow ◽  
Mai Thanh Nguyen ◽  
...  
Keyword(s):  
Information Search ◽  
Process Model ◽  
Brand Awareness ◽  
Content Type ◽  
High Expectations ◽  
Face To Face ◽  
Willingness To Buy ◽  
Young Consumers ◽  
Post Purchase ◽  
Practical Implications

Purpose The purpose of this paper is to extend the understanding of the influence of slogans (e.g. “Dare for More”) on brand awareness and purchase behaviour of students. Design/methodology/approach Data were collected thorough 34 in-depth face-to-face interviews with university students, using the customer decision process model as an approach. Findings The authors’ research confirmed that conciseness, rhythm and jingle are key features strengthening customers’ recall and recognition, both being moderators of slogans’ power. The role and influence of slogans depend on the stage of the customer decision-making process. Key influencers remain product quality, popularity and price, but appropriate and memorable slogans enhance products’ differentiation and sale. Practical implications The authors’ findings deliver a particular justification for marketers not to promise young consumers too much through slogans, as this leads to too high expectations adversely influencing their post-purchase feelings. During the information search, slogans can create or strengthen or weaken the willingness to buy the advertised product, depending on the slogan, thus emphasising the need for care over slogan design and use. Originality/value This research expands the understanding of slogans and brand awareness from the perspective of their impact on purchase behaviour. The results revealed that the model approach to shopping behaviour does not confirm the belief that slogans influence consumers the most during the phase of Evaluation of Alternatives. Slogans provide a reference point for young consumers to decide whether they are satisfied or dissatisfied with their purchase during the post-purchase phase and provide information during the information search phase. The authors’ results add to the literature in terms of the criteria determining consumers’ recognition and recall of slogans.

Information behaviour of humanities PhDs on an information literacy course

2014 ◽  
Vol 42 (1) ◽  
pp. 90-107 ◽  
Author(s):  
Ronan Madden
Keyword(s):  
Information Literacy ◽  
Information Search ◽  
Information Seeking ◽  
First Year ◽  
Content Type ◽  
Face To Face ◽  
Information Behaviour ◽  
Literacy Course ◽  
Practical Implications

Purpose – The aim of this paper is to examine whether an information literacy course/module is an appropriate intervention during the initial months of a humanities PhD, and if there is more that can be learned from the course participants that might provide a better understanding of their information behaviour. Design/methodology/approach – A questionnaire was distributed to new humanities PhD students prior to their attending the course. A second questionnaire was distributed to those who had completed the course in full. Interviews were conducted with six participants to gain a richer understanding of how their information-seeking needs had evolved. Findings – Despite the relatively generic nature of the module, and the diversity of humanities research, the course had clear benefits for the participants. In their first year, scoping their topic and finding quality information can pose a challenge. The participants reported that the most appropriate time to attend the course is during the initial months. Some preferred to attend (or repeat) particular units later as workshops. The most valued elements were those that helped them bridge initial gaps. Face-to-face delivery is preferred. There is some potential for further one-to-one contact with librarians and additional follow-up workshops. Practical implications – This study can inform how librarians can better support PhD researchers in the humanities. Originality/value – The study is based around an established and accredited humanities PhD course that has already been adapted in various ways in terms of content and timing of delivery. Drawing on Kuhlthau's “Information Search Process”, the study seeks a deeper understanding of a specific humanities group during the initial months of their PhD research.

Signalling legitimacy in global contexts: the case of small wine producers in Bulgaria

2017 ◽  
Vol 29 (2) ◽  
pp. 243-255
Author(s):  
Sylvaine Castellano ◽  
Olga Ivanova
Keyword(s):  
Process Model ◽  
International Standards ◽  
Wine Industry ◽  
Future Research ◽  
Medium Size ◽  
Eastern European ◽  
Content Type ◽  
Face To Face ◽  
Global Context ◽  
Practical Implications

Purpose The purpose of this paper is to explain how small- and medium-size enterprises (SMEs) in transition environments overcome the liability of origin to gain their legitimacy in a global context. Design/methodology/approach Through semi-structured face-to-face interviews, this study investigates Bulgarian wine producers who evolve in transition environments and are looking for new means to restore their legitimacy both locally and globally. Findings The results show common patterns between Bulgarian wine producers to signal their legitimacy regarding the cognitive and normative pillars of legitimacy. However, in transition environments, signals of regulatory and industry legitimacy vary across firms to fit international standards and to create new local regulations. Research limitations/implications While this research focuses on the Central and Eastern European setting, future research examining transition environments can draw from the present findings in regards to legitimacy strategies adopted in times of drastic change. Practical implications This paper has practical implications which show that during transitions, SMEs in the wine industry go back to their roots by adopting norms and traditions that have persisted over time. Originality/value This paper contributes to legitimacy theory by proposing a process model of legitimacy – when faced with liabilities, SMEs can use signals of legitimacy to communicate their adherence to the stakeholders’ expectations.

Dave Snowden on KM and big data/analytics: interview with David J. Pauleen

2017 ◽  
Vol 21 (1) ◽  
pp. 12-17 ◽  
Author(s):  
David J. Pauleen
Keyword(s):  
Big Data ◽  
Data Analytics ◽  
Big Data Analytics ◽  
Theory And Practice ◽  
Content Type ◽  
Face To Face ◽  
The Relationship ◽  
A Company ◽  
Practical Implications ◽  
Scientific Officer

Purpose Dave Snowden has been an important voice in knowledge management over the years. As the founder and chief scientific officer of Cognitive Edge, a company focused on the development of the theory and practice of social complexity, he offers informative views on the relationship between big data/analytics and KM. Design/methodology/approach A face-to-face interview was held with Dave Snowden in May 2015 in Auckland, New Zealand. Findings According to Snowden, analytics in the form of algorithms are imperfect and can only to a small extent capture the reasoning and analytical capabilities of people. For this reason, while big data/analytics can be useful, they are limited and must be used in conjunction with human knowledge and reasoning. Practical implications Snowden offers his views on big data/analytics and how they can be used effectively in real world situations in combination with human reasoning and input, for example in fields from resource management to individual health care. Originality/value Snowden is an innovative thinker. He combines knowledge and experience from many fields and offers original views and understanding of big data/analytics, knowledge and management.

A cognitive process model of trust repair

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Edward C. Tomlinson ◽  
Christopher A. Nelson ◽  
Luke A. Langlinais
Keyword(s):  
Structural Change ◽  
Organizational Justice ◽  
Attribution Theory ◽  
Cognitive Process ◽  
Process Model ◽  
Causal Attribution ◽  
Content Type ◽  
Trust Repair ◽  
Nuanced Understanding ◽  
Practical Implications

Purpose This paper aims to investigate how the reparative efforts of extensive apologies, compensation and structural change affect trust after a violation has occurred. Specifically, this paper presents a cognitive process model positing that voluntary reparative efforts will shape the victim’s stability attributions for the cause of the violation such that it will be deemed less stable (i.e. unlikely to recur); as a result, the victim is more likely to perceive the transgressor as being fair, and hence extend subsequent trust. Design/methodology/approach Two experiments were conducted to test the cognitive process model. Findings The results of both experiments supported this predicted sequence for extensive apologies. Support for the predicted sequence was also found when compensation and structural change are invoked as reparative efforts. Originality/value This research has theoretical and practical implications for a more nuanced understanding of how causal attribution theory and organizational justice theory can be integrated within the context of trust repair.

Suspecting service overprovisions: how market signals help restore personal control and reduce decision deferrals

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Subimal Chatterjee ◽  
Debi P. Mishra ◽  
Jennifer JooYeon Lee ◽  
Sirajul A. Shibly
Keyword(s):  
Process Model ◽  
Service Providers ◽  
Personal Control ◽  
Poor Quality ◽  
Mediation Process ◽  
Content Type ◽  
Quality Signal ◽  
Market Signals ◽  
Quality Signals ◽  
Practical Implications

Purpose Service providers often recommend unnecessary and expensive services to unsuspecting consumers, such as recommending a new part when a simple fix to the old will do, a phenomenon known as overprovisioning. The purpose of this paper is to examine to what extent consumers tend to defer their decisions should they suspect that sellers are overproviding services to them and they cannot prevent the sellers from doing so (they lack personal control); and how proper market signals can mitigate such suspicions, restore personal control and reduce deferrals. Design/methodology/approach The paper conducts three laboratory experiments. The experiments expose the participants to hypothetical repair scenarios and measure to what extent they suspect that sellers might be overproviding services to them and they feel that they lack the personal control to prevent the sellers from doing so. Thereafter, the experiments expose them to two different market signals, one conveying that the seller is providing quality services (a repair warranty; quality signal) and the other conveying that the seller is taking away any incentives their agents (technicians) may have to overprovide services (the technicians are paid a flat salary; quantity signal). The paper examines how these quality/quantity signals are able to reduce overprovisioning suspicions, restore personal control and reduce decision deferrals. Findings The paper has two main findings. First, the paper shows a mediation process at work i.e. suspecting potential overprovisioning by sellers leads consumers to defer their decisions indirectly because they feel that they lack personal control to prevent the sellers from doing so. Second, the paper shows that the quantity signal (flat salary disclosure), but not the quality signal (warranty), is able to mitigate suspicions of overprovisioning, restore personal control and reduce decision deferrals. Practical implications The paper suggests that although buyers may rely on quality signals to assure them of superior service, these signals do not guarantee that the quantity of service they are receiving is appropriate. Therefore, sellers will have to send a credible quality signal and a credible quantity signal to the consumers if they wish to tackle suspicions about service overprovision and service quality. Originality/value The paper is original in two ways. First, the paper theorizes and tests a mediation process model whereby quality/quantity signals differentially mitigate overprovisioning suspicions, restore personal control and reduce decision deferrals. Second, the paper speaks to the necessity of expanding the traditional signaling literature, designed primarily to detect poor quality hidden in the products/services of lower-quality sellers, to include detecting/solving overprovisioning often hidden in the services provided by higher-quality sellers.

In quest of goldilocks ranges in searching for information on the web

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anna Matysek ◽  
Jacek Tomaszczyk
Keyword(s):  
Information Search ◽  
Design Methodology ◽  
Search Task ◽  
Web Searching ◽  
Content Type ◽  
Scientific Disciplines ◽  
Preliminary Study ◽  
The Right ◽  
User Experiment ◽  
Practical Implications

PurposeThe quest to discover optimal conditions or amounts has been carried out in many scientific disciplines and practical fields. In astrophysics, biology, medicine, psychology and education, the quest has resulted in finding the right amount of something, a desirable middle between extremes, a balance between conditions or the optimal state of a system. The results are referred to as the Goldilocks principle, which is based on the idea of being “just right”. The aim of our study was to find out if there are any measures in information search that could be identified as Goldilocks ranges.Design/methodology/approachWe conducted a user experiment in which 68 participants carried out a time-unlimited, topical search task involving finding relevant websites on the basis of which the participants were supposed to prepare a presentation on a given topic. We examined aspects of their search behavior.FindingsWe found that information search Goldilocks ranges can be identified for a length of a search session, number of relevant results, number of queries submitted and number of search engine results pages (SERPs) visited. This preliminary study has resulted in indicating the following dominant ranges: Number of relevant documents found: 5–8; Time spent searching: 21–35 min; Number of queries submitted: 3–7; Number of SERPs viewed: 1–3.Originality/valueTill now, no one has studied Goldilocks ranges in information retrieval. The Goldilocks ranges have some practical implications for improving the effectiveness of web searching.

Contrasting profiles of product returners and keepers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dong Hwan Lee
Keyword(s):  
New York ◽  
Household Income ◽  
Field Survey ◽  
Survey Study ◽  
Content Type ◽  
Demographic Profiles ◽  
Post Purchase ◽  
Practical Implications ◽  
Insight Into ◽  
Study Offer

Purpose This paper aims to investigate whether the consumers who return a product and those who end up keeping a product after experiencing post-purchase dissonance (PPD) possess distinct underlying characteristics. Design/methodology/approach Field survey study consisting of two separate surveys conducted with consumers of New York City and neighboring areas of New York and New Jersey. Findings Product returners and keepers exhibited disparate demographic profiles regarding gender and household income, along with ethnicity to some extent. The two groups also exhibited different predispositions with regard to confidence in the purchase decision and expectations about their purchase. Finally, returners and keepers were engaged in divergent thoughts, feelings and activities to cope with PPD. Practical implications The findings of this study offer marketing practitioners new knowledge and insight into understanding product returners and keepers and will assist them in developing strategies to reduce and manage increasing product returns by consumers more effectively. Originality/value This study is the first to present empirical evidence that product returners and keepers have distinct profiles of demographic characteristics and predispositions toward purchase. The study also has found divergent PPD coping strategies used by the two types of consumers, which exposes an obsolete understanding of PPD in the marketing literature.

scholarly journals Business processes exceptions in relation to operational performance

2019 ◽  
Vol 25 (5) ◽  
pp. 908-922 ◽  
Author(s):  
Remco Dijkman ◽  
Oktay Turetken ◽  
Geoffrey Robert van IJzendoorn ◽  
Meint de Vries
Keyword(s):  
Business Process ◽  
Process Model ◽  
Business Processes ◽  
Process Models ◽  
Operational Performance ◽  
Normal Flow ◽  
Throughput Time ◽  
Content Type ◽  
Business Process Models ◽  
Practical Implications

Purpose Business process models describe the way of working in an organization. Typically, business process models distinguish between the normal flow of work and exceptions to that normal flow. However, they often present an idealized view. This means that unexpected exceptions – exceptions that are not modeled in the business process model – can also occur in practice. This has an effect on the efficiency of the organization, because information systems are not developed to handle unexpected exceptions. The purpose of this paper is to study the relation between the occurrence of exceptions and operational performance. Design/methodology/approach The paper does this by analyzing the execution logs of business processes from five organizations, classifying execution paths as normal or exceptional. Subsequently, it analyzes the differences between normal and exceptional paths. Findings The results show that exceptions are related to worse operational performance in terms of a longer throughput time and that unexpected exceptions relate to a stronger increase in throughput time than expected exceptions. Practical implications These findings lead to practical implications on policies that can be followed with respect to exceptions. Most importantly, unexpected exceptions should be avoided by incorporating them into the process – and thus transforming them into expected exceptions – as much as possible. Also, as not all exceptions lead to longer throughput times, continuous improvement should be employed to continuously monitor the occurrence of exceptions and make decisions on their desirability in the process. Originality/value While work exists on analyzing the occurrence of exceptions in business processes, especially in the context of process conformance analysis, to the best of the authors’ knowledge this is the first work that analyzes the possible consequences of such exceptions.

Collaboration in the context of micro businesses

2014 ◽  
Vol 26 (3) ◽  
pp. 254-270 ◽  
Author(s):  
Abel Duarte Alonso ◽  
Alessandro Bressan
Keyword(s):  
Academic Research ◽  
Limited Attention ◽  
Economic Downturn ◽  
Collaborative Relationships ◽  
Content Type ◽  
Face To Face ◽  
Telephone Interviews ◽  
External Pressures ◽  
Further Development ◽  
Practical Implications

Purpose – Collaboration among businesses, particularly in the current global economic downturn, can be a key strategy contributing to their survival. This study examines the case of micro firms involved in Terracotta art in Impruneta, Italy, and the extent to which collaboration occurs among the local artisans. In doing so, the study aims to consider collaboration theory in the context of micro firms. Design/methodology/approach – Semi-structured, face-to-face and telephone interviews were conducted among the owners and managers of ten of Impruneta's 16 Terracotta firms. Findings – Whilst much of the academic literature highlights the multiple benefits of collaborative relationships, most participants acknowledge very limited engagement in collaboration. From the comments gathered, two distinct groups emerged, one composed of members of the local Terracotta association, who to some extent collaborate with one another, and the second, the non-members, who pursue their interests individually, or marginally collaborate outside Impruneta. Further, a number of barriers preventing collaboration were identified. Practical implications – The apparent weak collaborative relationships among respondents may have ramifications for the further development of their sector, for instance, restricting innovation and marketing know-how, both of which could help address such external pressures as competition. The involvement of third parties, such as the local town hall or chambers of commerce, was suggested by several participants to help increase collaboration. Originality/value – The study focuses on micro firms, a group that, despite its relevance for many countries' economies, has received limited attention from academic research, including with regard to collaboration and collaboration theory.

Product advertising and viral stealth marketing in online videos

2016 ◽  
Vol 68 (3) ◽  
pp. 250-264 ◽  
Author(s):  
Lars Michael Wendt ◽  
Joachim Griesbaum ◽  
Ralph Kölle
Keyword(s):  
Research Design ◽  
Design Methodology ◽  
Online Communication ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Content Type ◽  
Online Videos ◽  
Brand Perception ◽  
Practical Implications

Purpose – In the context of social media marketing, so called viral stealth videos (VSVs) often attract as much or even more attention than videos that directly advertise products (product advertising video (PAV)). However, beyond this, the product or brand-related impact of such videos is not so clear. In this context, the purpose of this paper is to investigate brand perception of PAVs and VSVs in YouTube. Design/methodology/approach – The research design is based on an examination of comments of six VSVs and six PAVs on YouTube. Therefore, the content of 1,080 posts was analyzed to capture the topic, the attitude toward the video and the pragmatic intent of posts. Findings – Results indicate that there are strong differences with regard to users ' perception of the two analyzed video type segments. The content of VSVs is clearly recognized as positive more often than the content of PAVs. In contrast, only PAVs evoke substantial brand awareness but receive rather mixed results with regards to brand assessment. Research limitations/implications – As a whole, the study is widely descriptive and of explorative value. Nevertheless, the research design can be estimated as a first step to measure the brand-related impact of online videos. Ideally, the data generated in the investigation should be combined with traffic and conversion data of the brands’ websites to get an encompassing picture of the marketing related impact of the investigated online videos. Practical implications – Seen from a marketers’ perspective, one can recommend PAVs over VSVs as there are hardly any brand-related impacts of VSVs visible in online communication. PAVs are perceived less positively but they are able to evoke brand awareness at least. Originality/value – According to the authors’ knowledge this investigation is one of only a few studies that analyzes real online communication in the context of video-based online marketing.

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