scholarly journals Augmented reality as a product presentation tool: focusing on the role of product information and presence in AR

2021 ◽  
Vol 8 (1) ◽  
Author(s):  
Terry Haekyung Kim ◽  
Ho Jung Choo
Keyword(s):  
Augmented Reality ◽  
Product Information ◽  
Product Evaluation ◽  
Psychological Ownership ◽  
Attitudes And Behaviors ◽  
Attribute Information ◽  
Product Presentation ◽  
Moderating Role ◽  
Presentation Tool

AbstractAs augmented reality (AR) technology advances, marketers are eager to adopt the technology for communication to persuade consumers to develop favorable attitudes and behaviors toward their products and services. This study aims to investigate the effect of product information (utilitarian vs. hedonic attributes) and presence on consumers’ product evaluation in AR. Through a quasi experiment, this study demonstrates how product attribute information and presence in AR affect product evaluation by mediating imagery, information fulfillment, and psychological ownership. At the same time, this study identifies the moderating role of consumers’ technological innovativeness in the effect of presence on consumers’ imagery. This research offers new insights into the role of product information in AR, which previous studies lack, to explore and highlight the predictors of positive product experiences in AR. Innovative marketers are likely to benefit from this study in developing product presentation tactics with AR technology.

scholarly journals Employee critical psychological states as determinants of employee brand equity in banking: a multi-group analysis

2017 ◽  
Vol 12 (3) ◽  
pp. 61-73 ◽  
Author(s):  
Mohsin Altaf ◽  
Sany Sanuri Mohd Mokhtar ◽  
Noor Hasmini Abd Ghani
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Group Analysis ◽  
Psychological Ownership ◽  
Brand Knowledge ◽  
The Relationship ◽  
Moderating Role ◽  
Brand Understanding ◽  
Conventional And Islamic Banks

The objective of the study is to investigate the moderating role of affective sentiments of brand psychological ownership of an employee in the relationship among the cognitive sentiments of employee brand understanding and employee brand equity of conventional and Islamic banks. Survey method was adopted to collect data from respondents from conventional and Islamic banks. Data were collected from 279 employees from the banking sector using two-stage probability sampling. Disproportionate stratified random sampling and simple random sampling were employed to collect responses. To analyze the data, multi-group analysis was applied using PLS-SEM technique through SmartPLS 3.0. Results demonstrated that congruence between brand image and individuals has a moderating effect on the relationship between brand confidence and employee brand equity in conventional banking. Responsibility to maintain brand image has a moderating effect on the relationship between brand knowledge and employee brand equity in conventional banking. In case of Islamic banking, only congruence between brand image and individuals exhibited a moderating role on the relationship between brand knowledge and employee brand equity. The importance of brand understanding of employees and psychological ownership of a brand has been widely discussed in branding literature. However, only a few studies investigated the relationship between dimensions of employee brand understanding and the employee brand psychological ownership with employee brand equity. The cognitive and affective sentiments of both exogenous latent constructs, their relationships, and the interaction effect of cognitive and affective sentiments were seldom discussed in branding literature. This study covers the in-depth view and investigation of brand understanding of employ¬ees and the affective and cognitive sentiments of brand psychological ownership with em¬ployee behavior toward a brand. This study also uncovers the moderating role of affective sentiments of brand psychological ownership on the relationship between cognitive senti¬ments of employee brand understanding and employee brand equity. This study will help researchers analyze the in-depth role of affective and cognitive sentiments on brand sup¬portive related behavior of employees.

The curvilinear relationship between knowledge leadership and knowledge hiding

2019 ◽  
Vol 40 (6) ◽  
pp. 669-683 ◽  
Author(s):  
Qing Xia ◽  
Shumin Yan ◽  
Yuliang Zhang ◽  
Baizhu Chen
Keyword(s):  
Collective Identity ◽  
Psychological Ownership ◽  
Hierarchical Regression ◽  
Curvilinear Relationship ◽  
Content Type ◽  
Level Of Knowledge ◽  
Knowledge Leadership ◽  
Knowledge Hiding ◽  
Moderating Role

Purpose The purpose of this paper is to examine the curvilinear relationship between knowledge leadership and knowledge hiding and the moderating role of psychological ownership on influencing the curvilinear relationship. Design/methodology/approach In total, 403 data were collected from participants in a high-technology company via a two-wave survey. Hierarchical regression analyses were used to test the hypotheses. Findings Results revealed an inverted U-shaped relationship between knowledge leadership and knowledge hiding. The employees exhibited more knowledge hiding in a moderate level of knowledge leadership than in lower and higher levels of knowledge leadership. Moreover, psychological ownership significantly moderated the curvilinear relationship such that the inverted U-shaped relationship was more pronounced among employees with high psychological ownership. Practical implications Employees’ reaction to knowledge leadership may vary from different levels of knowledge leadership. Moreover, organizations should boost employees’ psychological ownership especially for the collective identity that helps them own knowledge as “ours.” Originality/value This study extends both the leadership and knowledge management behavior literatures.

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