scholarly journals A Study of the Effectiveness of Customer Co-Creation Through Personalization and Customer Co-Creation Through Innovation on Brand Experience

2016 ◽  
Vol 1 (1) ◽  
Author(s):  
Kelsey Werner ◽  
Class of 2016
Keyword(s):  
Product Category ◽  
Brand Experience ◽  
Brand Name ◽  
Buying Behavior ◽  
Five Dimensions ◽  
Different Types ◽  
Category Type ◽  
A Company ◽  
Different Levels ◽  
Brand Satisfaction

The purpose of this article is to study the effect of two types of customer co-creation, co-creation through personalization and co-creation through innovation, on brand experience. Customer co-creation through personalization focuses on the act of improving or changing a standardized product to make it unique to the consumer, and customer co-creation through innovation occurs when the consumer helps the company create a brand new product. Studies have shown that positive brand experiences can lead to improved brand satisfaction and loyalty, so looking at co-creation’s impact on brand experience will point to how co-creation ultimately benefits a company. In order to measure the brand experience of different types of co-creation, the five dimensions of brand experience are used: sensory, affective, cognitive, behavioral, and relational. To test how the different types of co-creation affect the different levels of brand experience and consumers’ buying behavior, I conducted an experiment. In order to account for extraneous factors, I also took the brand name and product category into consideration when evaluating co-creation’s overall effect. I found that customer co-creation through personalization and customer co-creation through innovation have different effects on the various dimensions of brand experience. The cognitive and behavioral brand experience dimensions were changed the most by customer co-creation, and the affective and relational dimensions were not changed at all by customer co-creation. From this, I can conclude that companies should not use customer co-creation to induce feelings or an emotional bond with consumers, but they should use co-creation to stimulate consumers’ thinking and action. Results did vary, though, depending on the brand name and product category. Ultimately, if a company is planning to execute either version of customer co-creation, there are many factors to consider (such as brand name, product category, type of co-creation, industry, and customers) before putting the plan into action.

scholarly journals Exploring Relationship Among Customer Dissatisfaction, Complaints, And Loyalty In The Virtualized Environment: Roles Of Advanced Services

2014 ◽  
Vol 12 (11) ◽  
pp. 1343 ◽  
Author(s):  
Yoon C. Cho
Keyword(s):  
Product Category ◽  
Purchase Behavior ◽  
Complaining Behavior ◽  
Different Types ◽  
Customer Dissatisfaction ◽  
Repeat Purchase ◽  
And Behavior ◽  
Attitudes And Behavior ◽  
Repeat Purchase Behavior ◽  
A Company

Various studies support how satisfied customers become loyal customers by investigating attitudes and behavior, while fewer studies have examined links among dissatisfaction, complaints, and loyalty, particularly in the virtualized environment. By applying justice dimension, the purpose of this study is to explore i) how different types of justice affect customer dissatisfaction; ii) how the level of customer dissatisfaction affects willingness to complain/complaining behavior; iii) how willingness to complain/complaining behavior affects repeat purchase behavior based on how complaints are resolved by a company; and iv) how repeat purchase behavior affects loyalty. Proposed relationships are investigated with effects of advanced services (i.e., 2Is, Interactivity and Individualization) and product category that are applied in the virtualized environment. By applying various statistical analyses, this study provides managerial and theoretical implications and offers suggestions to e-businesses.

scholarly journals The Role of Visual Merchandising in Impulse Buying Behavior: An exploration from the lens of young adult consumers

2018 ◽  
Vol 5 (1) ◽  
pp. 85
Author(s):  
Hafsa Waseem
Keyword(s):  
Young Adult ◽  
Data Gathering ◽  
Sampling Technique ◽  
Impulse Buying ◽  
Brand Name ◽  
Buying Behavior ◽  
Five Dimensions ◽  
Essential Variable ◽  
Visual Merchandising ◽  
Age Range

The study was conducted to identify the relationship between young adult consumer’s impulse buying behavior and visual merchandising. Five techniques of visual merchandising which are window display, store layout, lighting, promotional signage and brand name was considered in the study to determine the effect. A convenient sampling technique was used to gather data. The young adult consumer’s including male and female (N=290, age range between 16 to 35 years) was considered for data gathering. To study the variables, questionnaire is adapted from different author’s (Rook & Fisher, 1995),(Bhalla & Anuraag, 2010),(Wanninayake & Randiwela, 2007),(Dua & Karolia, 2008),(Bhatti & Latif, 2014). Stepwise regression showed that five dimensions of visual merchandising window display, store lay out, lighting, promotional signage and brand name effect young adults consumers’ impulse buying behavior directly. Findings also indicate that Visual merchandising has turned out to be an essential variable nowadays to attract consumers and to increase sales.

Brand Engagement and Brand Loyalty

2012 ◽  
pp. 121-135 ◽  
Author(s):  
Ronald E. Goldsmith
Keyword(s):  
Web Sites ◽  
Brand Loyalty ◽  
Product Category ◽  
Self Concept ◽  
Levels Of Abstraction ◽  
Self Identity ◽  
Brand Engagement ◽  
Emotional Loyalty ◽  
A Company ◽  
Different Levels

Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a brand as though the customer has an emotional relationship with it perhaps because the brand acts as an important reflection of self-identity or is an important symbol of something meaningful to the consumer. Consumers manifest different types of engagement (with advertising, media, web sites, a company, as well as specific brands). Engagement is also conceptualized at different levels of abstraction: engagement with the marketplace, engagement with a product category, engagement with a specific brand, and brand engagement in self-concept, which refers to differences in how much consumer use brands in general to represent themselves to others. This chapter discusses these issues in some detail and presents theoretical, managerial, and theoretical implications of this concept.

Different Approaches to Design Management - comparative study among Swedish and Polish furniture companies

2016 ◽  
Vol 8 ◽  
pp. 46-52 ◽  
Author(s):  
Justyna Starostka
Keyword(s):  
Best Practices ◽  
Marketing Strategy ◽  
Development Process ◽  
Product Development Process ◽  
Design Management ◽  
Brand Name ◽  
The Third ◽  
Design Activities ◽  
Effective Product ◽  
A Company

There are many roles that design can play in organisations. It can be source of good marketing strategy, and designer by himself can be a promotional tool for a company. Thanks to those actions companies can gain publicity, media attention and good PR.On the second level, design can be perceived as ‘process of making things better’. In this case companies can achieve more effective product development process, new tools and technologies.On the third level we have the situation when designer work alongside with company managers with the whole business concept. At this level, designers’ work looks more like a brand consultant, a strategist. In this approach design should be reflecting certain brand name and brand values.As our study presented, Swedish companies operate on those two, higher levels, while Polish still limit the scope of design. We strongly believe, that Polish companies, as they gain more experience with design activities, will be more likely to perceive design in this more mature approach. In the meantime, presenting best practices from companies from other, more mature countries could be a good way of promoting design as a strategic asset rather than promotional tool. We believe that in order to fasten this process, Polish companies should as follows:1. Work more often with external and foreign designers;2. Expand the area of designer responsibilities in companies;3. Place the responsibility for design in hands of professional design managers.

Accessing offshoring advantages: what and how to offshore

2015 ◽  
Vol 8 (2/3) ◽  
pp. 262-283 ◽  
Author(s):  
Alona Mykhaylenko ◽  
Ágnes Motika ◽  
Brian Vejrum Waehrens ◽  
Dmitrij Slepniov
Keyword(s):  
Performance Outcomes ◽  
Offshore Outsourcing ◽  
Strategic Decisions ◽  
Content Type ◽  
Different Types ◽  
Captive Offshoring ◽  
Performance Results ◽  
Governance Modes ◽  
Different Levels ◽  
Do So

Purpose – The purpose of this paper is to advance the understanding of factors that affect offshoring performance results. To do so, this paper focuses on the access to location-specific advantages, rather than solely on the properties of the offshoring company, its strategy or environment. Assuming that different levels of synergy may exist between particular offshoring strategic decisions (choosing offshore outsourcing or captive offshoring and the type of function) and different offshoring advantages, this work advocates that the actual fact of realization of certain offshoring advantages (getting or not getting access to them) is a more reliable predictor of offshoring success. Design/methodology/approach – A set of hypotheses derived from the extant literature is tested on the data from a quantitative survey of 1,143 Scandinavian firms. Findings – The paper demonstrates that different governance modes and types of offshored function indeed provide different levels of access to different types of location-specific offshoring advantages. This difference may help to explain the ambiguity of offshoring initiatives performance results. Research limitations/implications – Limitations of the work include using only the offshoring strategy elements and only their limited variety as factors potentially influencing access to offshoring advantages. Also, the findings are limited to Scandinavian companies. Originality/value – The paper introduces a new concept of access, which can help to more reliably predict performance outcomes of offshoring initiatives. Recommendations are also provided to practitioners dealing with offshoring initiatives.

scholarly journals Which cues cause consumers to perceive brands as more global? A conjoint analysis

2015 ◽  
Vol 32 (6) ◽  
pp. 606-626 ◽  
Author(s):  
Sarah De Meulenaer ◽  
Nathalie Dens ◽  
Patrick De Pelsmacker
Keyword(s):  
Cluster Analysis ◽  
Conjoint Analysis ◽  
Consumer Culture ◽  
Design Methodology ◽  
Product Category ◽  
Relative Importance ◽  
Brand Name ◽  
High Involvement ◽  
Content Type ◽  
Practical Implications

Purpose – The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences consumers’ perceived brand globalness. Design/methodology/approach – The authors conducted conjoint analyses for two products differing in product category involvement (chocolates vs computer) with 200 consumers from the Netherlands. Additionally, based on cluster analysis, the authors divide respondents into two groups: local vs global consumer culture individuals, and the authors compare the results of the conjoint analysis for these two clusters. Findings – Advertising copy is most important in determining perceived brand globalness. The spokesperson and the brand logo determine perceived brand globalness more strongly for a low-involvement product, whereas the brand name is more important for a high-involvement product. Further, the spokesperson and the brand logo are relatively more important for global consumer culture individuals, while local consumer culture individuals find the brand name and advertising copy relatively more important. Practical implications – The most important cue to position a brand as global is the advertising copy. Brand managers of a low-involvement product and/or targeting global-minded consumers should concentrate on the spokesperson and the brand logo to position their brand. Managers of a high-involvement product and/or targeting local-minded people should focus on the brand name. Originality/value – While a number of researchers have emphasized the importance of perceived brand globalness for international consumer behavior, the present study is the first to the authors’ knowledge to investigate the relative importance of different cues in creating perceptions of brand globalness.

The Place of Forensic Linguistics in the Resolution of Trademark Conflicts: Case of DOUBLEMINT & DOUBIEMLNT

2021 ◽  
Vol 10 (3) ◽  
pp. 1
Author(s):  
Patrick Sadi-Makangila ◽  
Yesdauletova Sabira
Keyword(s):  
Scientific Evidence ◽  
Word Choice ◽  
Brand Name ◽  
Forensic Linguistics ◽  
Trademark Infringement ◽  
Logo Design ◽  
To Come ◽  
Exclusive Right ◽  
Intellectual Properties ◽  
A Company

Forensic linguistics focusing on word choice and spelling, it can be useful while resolving language crime, trademark infringement, and so forth. In our days, trademarks are one of the most infringed intellectual properties in the world in terms of values. Trademark could be a single word, a combination of words and symbols, design, or logo that distinguishes a company or products from others in the industry. When someone acquires a registered trademark, he is granted an exclusive right to its usage and it strongly prohibits other organizations from using it. This paper shows the way an expert in Forensic Linguistics should use his skill and knowledge to handle the conflict among similar trademarks. From brand name (how it is written, upper-cases or lower-cases, how many letters make this brand name, how it sounds, how it looks like, and so forth) to logo (design, usage of colors, sharp and so forth). The expert in Forensic Linguistics will try to find out scientific evidence that may help judges in decision-making. The present study scrutinized the place of forensic linguistics in the resolution of trademark conflicts, the scientific techniques, and methodologies utilized to analyze the similarities and differences between the trademarks in conflict. This research showed the importance of associating an expert in Forensic Linguistics in the Community Trademark conflicts in order to come up with a conclusion based on scientific evidence; the place of forensic linguistics and other related disciplines in revolving the issues of trademark infringement.

Sticks and Stones May Break My Bones . . . Reasoning About Illness Causality and Body Functioning in Children Who Have a Chronic Illness

PEDIATRICS ◽  
1991 ◽  
Vol 88 (3) ◽  
pp. 608-619
Author(s):  
Ellen C. Perrin ◽  
Aline G. Sayer ◽  
John B. Willett
Keyword(s):  
Chronic Illness ◽  
Age Differences ◽  
Conceptual Development ◽  
Seizure Disorder ◽  
Healthy Children ◽  
Cognitive Reasoning ◽  
Different Types ◽  
Reasoning Skills ◽  
Experience Of Illness ◽  
Different Levels

Children's concepts about illness causality and bodily functioning change in a predictable way with advancing age. Differences in the understanding of these concepts in healthy children vs children with a chronic illness have not been clearly delineated. This study included 49 children with a seizure disorder, 47 children with an orthopaedic condition, and 96 healthy children, all with normal intelligence and ranging in age from 5 to 16 years. It demonstrates systematic differences in children's general reasoning skills and in their understanding of concepts about illness causality and bodily functioning, as a function of their age and experience of illness. At all ages, children who had a condition with orthopaedic involvement reported less sophisticated general reasoning and concepts about illness than did healthy children; children with a seizure disorder reported similar general reasoning skills to those of healthy children, but considerably less sophisticated concepts about illness. children's concepts about body functioning did not differ as a function of the presence of a chronic illness. When their different levels of general cognitive reasoning were statistically controlled, children with a chronic illness had somewhat more sophisticated concepts about bodily functioning than did healthy children. Differences in conceptual development among children with different types of illnesses lead to interesting speculations with regard to the effects of particular illness characteristics on children's cognitive development.

scholarly journals The Parietal Cortex in Sensemaking: The Dissociation of Multiple Types of Spatial Information

2013 ◽  
Vol 2013 ◽  
pp. 1-14 ◽  
Author(s):  
Yanlong Sun ◽  
Hongbin Wang
Keyword(s):  
Parietal Cortex ◽  
Spatial Information ◽  
Mathematical Thinking ◽  
Hierarchical Organization ◽  
Levels Of Abstraction ◽  
Perceptual Analysis ◽  
Different Types ◽  
Sensemaking Process ◽  
Network Simulations ◽  
Different Levels

According to the data-frame theory, sensemaking is a macrocognitive process in which people try to make sense of or explain their observations by processing a number of explanatory structures called frames until the observations and frames become congruent. During the sensemaking process, the parietal cortex has been implicated in various cognitive tasks for the functions related to spatial and temporal information processing, mathematical thinking, and spatial attention. In particular, the parietal cortex plays important roles by extracting multiple representations of magnitudes at the early stages of perceptual analysis. By a series of neural network simulations, we demonstrate that the dissociation of different types of spatial information can start early with a rather similar structure (i.e., sensitivity on a common metric), but accurate representations require specific goal-directed top-down controls due to the interference in selective attention. Our results suggest that the roles of the parietal cortex rely on the hierarchical organization of multiple spatial representations and their interactions. The dissociation and interference between different types of spatial information are essentially the result of the competition at different levels of abstraction.

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