EXPRESS: The Upside of Negative: Social Distance in Online Reviews of Identity-Relevant Brands

2022 ◽  
pp. 002224292210747
Author(s):  
Nailya Ordabayeva ◽  
Lisa A. Cavanaugh ◽  
Darren W. Dahl
Keyword(s):  
Social Distance ◽  
Field Data ◽  
Online Reviews ◽  
Conventional Wisdom ◽  
Theory And Practice ◽  
Positive Outcomes ◽  
Marketing Theory ◽  
Brand Preference ◽  
Underlying Process

Conventional wisdom in marketing emphasizes the detrimental effects of negative online reviews for brands. An important question is whether some firms could more effectively manage negative reviews to improve brand preference and outcomes. To address this question, our research examines how customers respond to online reviews of identity-relevant brands in particular, which have been overlooked in the online reviews literature. Eight studies (field data and experiments featuring consequential and hypothetical behaviors) show that negative online reviews may not be so detrimental for identity-relevant brands, especially when those reviews originate from socially distant (but not socially close) reviewers. This occurs because a negative review of an identity-relevant brand can pose a threat to a customer’s identity, prompting the customer to strengthen their relationship with the identity-relevant brand. To document the underlying process, we show that this effect does not emerge when the review is positive or the brand is identity-irrelevant. Importantly, we identify circumstances when negative reviews can actually produce positive outcomes (higher preference) for identity-relevant brands over no reviews or even positive reviews. By demonstrating the upside of negative reviews for identity-relevant brands, our findings have important implications for marketing theory and practice.

Value co-destruction in interfirm relationships

2016 ◽  
Vol 16 (4) ◽  
pp. 533-552 ◽  
Author(s):  
Daniel D. Prior ◽  
Javier Marcos-Cuevas
Keyword(s):  
Aerospace Industry ◽  
Theory And Practice ◽  
Positive Outcomes ◽  
Marketing Theory ◽  
Interfirm Relationships ◽  
Service Ecosystem

Value co-destruction is emerging as an important way to conceptualize non-positive outcomes from actor-to-actor interactions. However, current research in this area neither offers a clear way to understand how value co-destruction manifests nor does it consider the role of actor engagement behaviors. Drawing on a case study in the aerospace industry, the present study begins by identifying and describing two ways in which actor perceptions of value co-destruction form: goal prevention and net deficits. Next, the study identifies and describes nine actor engagement behaviors that moderate actor experiences of value co-destruction. The study also unpacks these concepts at both the actor-to-actor and service ecosystem levels. The article concludes with implications for marketing theory and practice.

Editorial: Transnational Marketing

2013 ◽  
Vol 1 (1) ◽  
pp. 1-4
Author(s):  
Ibrahim Sirkeci
Keyword(s):  
Theory And Practice ◽  
New Venture ◽  
Marketing Theory ◽  
High Quality ◽  
Cultural Contexts ◽  
Organization Structures ◽  
Innovative Thinking ◽  
Critical Approaches ◽  
National Boundaries ◽  
Resource Environment

Transnational Marketing Journal is a new scholarly, peer-reviewed journal is dedicated to disseminating high quality contemporary research into transnational marketing practices and scholarship while encouraging critical approaches in the development of marketing theory and practice. It is an exciting new venture for us and we would like to invite innovative thinking, scholarship, and current research into marketing practices and challenges crossing national borders.In Transnational Marketing and Transnational Consumers, Transnational Marketing is defined “as understanding and addressing customer needs, wants and desires in their own country of residence and beyond and in borderless cultural contexts with the help of synergies emerging across national boundaries and transfer of expertise and advantages between markets where the organization operates transnationally with a transnational mentality supported by transnational organization structures and without compromising the sustainability of any target markets and resource environment offering satisfactory exchanges between the parties involved” (Sirkeci, 2013: vii).

Management Responses to Online Reviews: Consumer Preferences of Action Frames and Language Style

2020 ◽  
Author(s):  
Agne Bendaraviciute ◽  
Philipp Wassler ◽  
Thi Hong Hai Nguyen ◽  
Simon Thomas
Keyword(s):  
Figurative Language ◽  
Consumer Preferences ◽  
Online Reviews ◽  
Theory And Practice ◽  
Discrete Choice Experiments ◽  
Hotel Management ◽  
Language Style ◽  
Multi Method Approach ◽  
Language Styles ◽  
Depth Interviews

This study was taken as the understanding of management responses remains scarcely understood in theory and practice, especially concerning consumer preferences. This study aims at examining consumer preferences of the action frames and language styles adopted in hotel management responses to online reviews. A multi-method approach, using discrete choice experiments followed by in-depth interviews, was employed. Findings show that past action frames in management responses are preferred by customers due to the certainty, trustworthiness and detailed information provided. Moreover, literal is favoured over figurative language style due to perceived professionalism and conciseness. The current study helps hotel management to further understand consumer preferences of management responses to online reviews, especially regarding action frames and language styles.

Something old, something new: Enabled theory building in qualitative marketing research

2021 ◽  
pp. 147059312110322
Author(s):  
Pierre-Yann Dolbec ◽  
Eileen Fischer ◽  
Robin Canniford
Keyword(s):  
Consumer Research ◽  
Review Process ◽  
Marketing Research ◽  
Theory And Practice ◽  
Theory Building ◽  
Marketing Theory ◽  
Research Projects ◽  
Novel Theory ◽  
The Creation ◽  
Analytical Tools

“Enabled theorizing” is a common practice in marketing scholarship. Nevertheless, this practice has recently been criticized for constraining the creation of novel theory. To advance this conversation, we conduct a grounded analysis of papers that feature enabled theorizing with the aim of describing and analyzing how enabled theorizing is practiced. Our analysis suggests that enabled theorizing marries data with analytical tools and ontological perspectives in ways that advance ongoing conversations in marketing theory and practice, as well as informing policy and methods. Based on interviews with marketing and consumer research scholars who practice enabled theorizing, we explain how researchers use enabling theories to shape research projects, how researchers select enabling lenses, and how they negotiate the review process. We discuss the implications of our analyses for theory-building in our field, and we question the notion of originality in relation to theory more generally.

Coalition loyalty-programme adoption and urban commercial-network effectiveness evaluation

2014 ◽  
Vol 42 (9) ◽  
pp. 818-838 ◽  
Author(s):  
Ivan De Noni ◽  
Luigi Orsi ◽  
Luca Zanderighi
Keyword(s):  
Urban Areas ◽  
Dynamic Network ◽  
Theory And Practice ◽  
Evaluation Methodology ◽  
Marketing Theory ◽  
Urban Network ◽  
Content Type ◽  
Network Effectiveness ◽  
Commercial Network ◽  
Loyalty Programme

Purpose – To counter the proliferation of out-of-town shopping centres, a spontaneous or planned coalition loyalty programme (CLP), one involving most retailers in an urban network, may positively affect a town centre's capacity to entice customers and may enhance its competitiveness. The purpose of this paper is to assess the effectiveness of CLP implementation in town-centre management (TCM) as a tool for enhancing urban commercial-system attractiveness. Design/methodology/approach – The theoretical framework used in this study is supported by the evaluation methodologies of an empirical case study: the Savigliano Card project. CLP performance analysis uses a dynamic network-competitiveness index, an approach based on Laspeyres-type decomposition. The effects on each retailer's profitability are then tested by matching network and regression analyses. Findings – The results suggest that CLPs implementation in a TCM scheme can produce benefits and positive externalities for customers, retailers and urban areas. CLPs can influence a town centre's revitalisation process, improve the attractiveness of the urban commercial network and increase the profitability of private retailers by enhancing cross-selling dynamics. Practical implications – The paper provides a CLP performance-evaluation methodology and presents the benefits concerning CLP implementation in TCM strategies. Originality/value – This type of CLP is weakly exploited in marketing theory and practice; therefore, the paper provides theoretical and empirical explanations for the measurement of CLP effectiveness in TCM. In addition, it has significant implications for both practitioners and academics.

Relationship Marketing sebagai Upaya untuk Mempertahankan Loyalitas Pelanggan:

2021 ◽  
Vol 3 (2) ◽  
pp. 170-177
Author(s):  
Farah Chalida Hanoum ◽  
Yanti Hasbian Setiawati
Keyword(s):  
Relationship Marketing ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Marketing Activities ◽  
Major Shift

Relationship marketing establishing, developing and maintaining succesful relational exchanges constitutes a major shift in marketing theory and practice. Relationship marketing refer to all marketing activities directed toward establishing, developing and maintaining succesful relational exchanges.  

scholarly journals Customer Satisfaction Measurement – Clustering Approach

2018 ◽  
Vol 66 (2) ◽  
pp. 561-569 ◽  
Author(s):  
David Schüller ◽  
Jan Pekárek
Keyword(s):  
Linear Regression ◽  
Customer Satisfaction ◽  
Hierarchical Clustering ◽  
Theory And Practice ◽  
Coefficient Of Determination ◽  
Individual Factors ◽  
Marketing Theory ◽  
Linear Regression Models ◽  
Satisfaction Measurement ◽  
Customer Satisfaction Measurement

The paper deals with the issue of customer satisfaction measurement. The aim of this study is to determine the importance of the individual factors and their impact on total customer satisfaction for multiple segments by using linear regression and hierarchical clustering. This study is focused on the market of café establishment. We applied hierarchical clustering with Ward’s criterion to partition customers into segments and then we developed linear regression models for each segment. Linear models for partitioned data showed higher coefficient of determination than the model for the whole market. The results revealed that there are quite significant differences in rankings of customer satisfaction factors among the segments. This is caused by the different preferences of customers. The clustered data allows to achieve a higher homogeneity of data within the segment, which is crucial both for marketing theory and practice. The approach i.e. partitioning the market into smaller more specific segments could become perspective for marketing use in different economic sectors. This attitude can allow marketers to target better on customer segments according to the importance of individual factors.

Twenty Years of the Journal of Marketing Theory and Practice

2012 ◽  
Vol 20 (3) ◽  
pp. 243-262 ◽  
Author(s):  
Michael Jay Polonsky ◽  
Allison Ringer
Keyword(s):  
Theory And Practice ◽  
Marketing Theory
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