scholarly journals Artistic Endorsers are Catalysts for Airlines to Attract Passengers

2021 ◽  
Vol 12 (23) ◽  
pp. 44-60
Author(s):  
Edward C. S. Ku
Keyword(s):  
Marketing Strategies ◽  
Operational Performance ◽  
Sense Making ◽  
Research Model ◽  
Celebrity Endorsement ◽  
Marketing Process ◽  
Advertising Strategies ◽  
Celebrity Endorser ◽  
Survey Approach

The purpose of the study is to use the advertisements of four real airline artistic endorsers to analyze the contribution of the artistic endorser to discuss possible marketing strategies through an empirical questionnaire survey approach. Data were collected from the airport. Among them, 411 valid questionnaires were finally recovered. The hypothesis of the research model was tested by the SEM approach. The artistic endorser of the airline plays the role of catalyst in the marketing process to improve the airline's operational performance; this leads to our finding that the celebrity artistic endorsement should be carefully chosen in the airlines so that the image in advertising strategies and passengers' believing in celebrity endorsement would be matched; Airline companies are searching for strategies to develop stable connecting relationships with their passengers and to increase their company revenue by strengthening marketing strategy to deliver messages by utilizing the celebrity endorsement concept of passenger preferred airline based on their trust in celebrity endorser. This study contributes celebrity endorsement to the predictability of recommendation of airlines following artistic endorser sense-making of passengers' paradigm. As expected, the recommendation of airlines is most dominantly influenced by celebrity endorsement. Through empirical research, we supplement the significance of the artistic endorser sense-making perspective.

scholarly journals The effect of supply chain integration on customer loyalty: The mediating roles of operational performance and customer satisfaction

2021 ◽  
Vol 9 (4) ◽  
pp. 867-876 ◽  
Author(s):  
Sudirman Zaid ◽  
Alida Palilati ◽  
Rahmat Madjid ◽  
Sarini Yusuf Abad
Keyword(s):  
Supply Chain ◽  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Supply Chain Integration ◽  
Operational Performance ◽  
Research Model ◽  
Top Managers ◽  
Internal Integration ◽  
Significant Direct Effect

The objective of the research is to examine the role of Supply Chain Integration (SCI) which consists of; suppliers, customers, and internal integration in building customer loyalty. This study uses data from 308 top managers of Tuna Fillets SMEs Industries in Southeast Sulawesi Province, Indonesia as respondents. The research model was analyzed by using PLS-SEM. The research found that SCI had a significant direct effect on operational performance and customer satisfaction. The research also found that operational performance and customer satisfaction had some impacts on increasing loyalty of Tuna Fillets SMEs Industries customers. The results of the analysis also provide information that operational performance and customer satisfaction can be a mediator of the influence of Supply Chain Integration.

Knowledge sharing, intellectual capital and firm performance

2014 ◽  
Vol 52 (2) ◽  
pp. 230-258 ◽  
Author(s):  
Zhining Wang ◽  
Nianxin Wang ◽  
Huigang Liang
Keyword(s):  
Firm Performance ◽  
Financial Performance ◽  
Intellectual Capital ◽  
Operational Performance ◽  
Relational Capital ◽  
Research Model ◽  
Content Type ◽  
Technology Firms ◽  
High Technology Firms

Purpose – The aim of this paper is to investigate the impact of knowledge sharing (KS) on firm performance and the mediating role of intellectual capital (IC). Design/methodology/approach – A research model was developed based on prior KS and IC studies. A survey was administered to a sample of high technology firms in China and 228 usable responses were collected. Structural equation modeling (SEM) was employed to test the research model. Findings – Tacit KS significantly was found to contribute to all three components of IC, namely human, structural and relational capital, while explicit KS only has a significant influence on human and structural capital. Human, structural and relational capital, enhance both operational and financial performance of firms. The effect of KS on firm performance is mediated by IC. Explicit KS has a greater effect on financial performance than operational performance, whereas tacit KS has a greater impact on operational performance than financial performance. Research limitations/implications – The sample of high technology firms in China might limit the generalization of the findings. Nonetheless, this study takes its lead from and extends prior research, thus providing a deepened understanding of the role of KS in organizational settings. Practical implications – The paper suggests that managers can enhance firm performance by enhancing their KS and IC. Managers can develop corresponding strategies based on the findings to achieve their specific performance goals. Originality/value – This is one of the first papers to examine how KS contributes to firm performance through the mediation of IC. It will add significant value for organizations trying to enhance their performance though KS practices.

Sense-Making View of Knowledge Management: Theoretical Development and Empirical Validation

2011 ◽  
Vol 10 (01) ◽  
pp. 37-49 ◽  
Author(s):  
Dong Kyoon Yoo
Keyword(s):  
Knowledge Management ◽  
Information Processing ◽  
Perspective Taking ◽  
Structural Equation ◽  
Interdisciplinary Teams ◽  
Theoretical Development ◽  
Equation Modeling ◽  
Sense Making ◽  
Research Model

The dynamics of knowledge management (KM) have evolved from the information-processing view of KM to the sense-making view of KM. The information-processing view of KM has been prevalent in the slow-paced, predicable environment. The sense-making view of KM, on the other hand, emerges in the environment where the fast, unpredictable pace of change is salient. Despite its significant and growing importance, there is a limited and fragmented understanding of the sense-making view of KM. This study addresses the issue of how the sense-making view of KM can be embodied by presenting and testing a research model. Data collected from 208 interdisciplinary teams were used to examine the research model by structural equation modeling. Results indicate that cognitive empowerment has a significant impact on perspective taking. Trust and media richness are critical determinants of cognitive empowerment. This study provides important insights of the role of cognition and behaviour in building the sense-making view of KM.

MENINGKATKAN MINAT BELI PRODUK SHOPEE MELALUI CELEBRITY ENDORSER

2020 ◽  
Vol 4 (1) ◽  
pp. 37-46
Author(s):  
Arum wahyuni Purbohastuti ◽  
Asmi Ayuning Hidayah
Keyword(s):  
Brand Equity ◽  
Sampling Technique ◽  
Marketing Strategies ◽  
Brand Credibility ◽  
Analysis Technique ◽  
Celebrity Endorser ◽  
The Many ◽  
Endorser Credibility ◽  
Celebrity Endorsers

Abstrak Persaingan yang ketat dipasar online memaksa setiap pemasar di industri ini untuk menggunakan strategi pemasaran yang efektif untuk bertahan dan memenangkan persaingan dengan menggunakan berbagai macam cara. Salah satunya banyak pemasar yang menggunakan celebrity endorser untuk mendongkrak minat beli konsumen terhadap produk yang ditawarkan. Penelitian ini bertujuan untuk menguji model penelitian yang menggambarkan peran celebrity endorser dalam meningkatkan minat beli konsumen terhadap produknya. Hasil penelitian diharapkan dapat meningkatkan kemampuan pemasar dalam menghadapi persaingan dengan melibatkan celebrity endorser. Pendekatan dalam penelitian ini adalah kuantitatif dan kausal. Pengumpulan data dilakukan dengan menyebar kuesioner kepada 100 konsumen pengguna aplikasi Shopee di kota Serang dengan teknik sampling Accidental. Teknik analisis yang akan digunakan adalah SEM dengan bantuan sofware AMOS. Kata Kunci: Minat Beli, Celebrity Endorser (Endorser Credibility), Brand Credibility, Brand Equity   Abstract Intense competition in the online market forces every challenge in the industry to use effective marketing strategies to survive and compete with competition in a variety of ways. One of the many marketers who use celebrity endorsers to boost consumer buying interest in the products offered. This study suggests discussing a research model that discusses the role of celebrity endorsers in increasing consumer buying interest in their products. The results of the study are expected to increase the ability of viewers in supporting celebrity endorser competitors. The purpose of this study is quantitative and causal. Data collection was carried out by distributing questionnaires to 100 consumers who use the Shopee application in Serang city with an accidental sampling technique. The analysis technique that will be used is SEM with the help of AMOS software.Keywords: Buying Interest, Celebrity Endorser, Brand Credibility, Brand Equity

Antecedents and role of individual sociability on participation in mobile collaborative consumption

2019 ◽  
Vol 29 (5) ◽  
pp. 1064-1089 ◽  
Author(s):  
Yicheng Zhang ◽  
Chee Wei Phang ◽  
Rui Gu ◽  
Chenghong Zhang
Keyword(s):  
Design Methodology ◽  
Research Model ◽  
Daily Consumption ◽  
Collaborative Consumption ◽  
Related Factors ◽  
Content Type ◽  
Altruistic Motivation ◽  
Perceived Enjoyment ◽  
Survey Approach

Purpose The purpose of this paper is to investigate what may influence participation in mobile collaborative consumption (CC). In particular, the authors investigate the effects of individual sociability and psychological antecedents including enjoyment, social connection, altruistic motivation, reputation, trust and embarrassment on the participation intention in this emerging phenomenon, as well as their relationships. Design/methodology/approach Survey approach was employed to validate the research model. Findings Hedonic factor, i.e. enjoyment, and social-related factors including altruistic motivation, reputation and embarrassment emerge as important antecedents of participation in mobile CC. On top of these factors, individual sociability plays an important role, by acting as a direct antecedent of the dependent variable, while also influencing their perceived greater altruistic motivation and reputation from participating in the CC. Yet, sociability has no significant effect on perceived enjoyment and embarrassment associated with the activity, suggesting that addressing these factors may encourage individuals with low sociability to participate. Originality/value This study taps into mobile technology to support CC in daily consumption activities, and highlights the factors that influence people’s participation in such activities. More importantly, the findings suggest that while it is more likely for individuals with high sociability to participate in this emerging form of social activities, for consumers with low sociability, addressing the enjoyment aspect and embarrassment issue of the activities may nonetheless promote their participation.

Opening manufacturing flexibility's black box: the unexplored role of internal flexibility

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Marta Pérez-Pérez ◽  
Ana-María Serrano-Bedia ◽  
María-Concepción López-Fernández
Keyword(s):  
Customer Value ◽  
Structural Equation ◽  
Manufacturing Flexibility ◽  
Research Model ◽  
Content Type ◽  
First Time ◽  
Survey Approach ◽  
Practical Implications ◽  
Measurement Approach

PurposeThe purpose of this paper is to empirically test a research model exploring the complex links between internal and external manufacturing flexibility capabilities (IF and EF) and competitive advantage (CA).Design/methodology/approachA survey approach with responses from 266 Spanish manufacturing firms from different industries was used. Structural equation modelling and SPSS macro PROCESS were used to test the hypotheses.FindingsManufacturing flexibility (MF) is a dual-dimensional concept composed by IF and EF, which are complementary and hierarchical in its development. Contrary to previous assumptions, IF does not always express its final competitive effect through EF, which only partially mediates the IF–CA relationship. Thus, IF and EF independently can positively enhance a firm's CA, being the direct effect of the IF being stronger than EF.Practical implicationsThis study offers practical insights supporting a guide for prioritising flexibility capabilities through the holistic MF implementation, thus assisting managers wishing to formulate MF strategies seeking efficiency and customer value advantages relative to competitors.Originality/valueThe main novelty of this work is to explore for the first time the direct and indirect role of IF on CA, enlarging the assumptions of the flexibility funnel framework (FFF) and the strategic view of MF. The study is also unique due to both the depth and breadth of the investigation of the basis of the use of resource-based theory (RBT) and by employing a recent and comprehensive MF conceptual systematisation to guide the measurement approach.

scholarly journals CELEBRITY ENDORSEMENTS IN ORGAN DONATION ADVERTISEMENTS: ALTRUISM AS A MODERATOR

2018 ◽  
Vol 2 (2) ◽  
pp. 78-94
Author(s):  
Sharifah Nurafizah Syed Annuar ◽  
Stephen Laison Sondoh Jr ◽  
Andreas Totu ◽  
Geoffrey Tanakinjal ◽  
Rayner Alfred
Keyword(s):  
University Students ◽  
Organ Donation ◽  
Celebrity Endorsement ◽  
Social Marketing Campaign ◽  
Celebrity Endorser ◽  
Psychology Literature ◽  
The Impact ◽  
The Relationship ◽  
Celebrity Endorsers

Health and psychology literature suggests the use of celebrity endorsement in organ donation advertisement in changing the attitude to register as organ donors. However, very limited literature was found that discussed the effect of source attractiveness, expertise and trustworthiness towards attitude in the context of organ donation. In addition, there is limited knowledge established in understanding the impact of charisma and authenticity in celebrity studies. The role of altruism as a moderator in the relationship between the attributes of celebrity endorsers and attitude towards organ donation registration is also unclear. Therefore, the purpose of this study is to fill the gaps by determining the impact of celebrity endorser attributes towards attitude towards organ donation. This paper also examines the role of altruism as a moderator to the relationship between celebrity endorser attributes and attitude towards organ donation. The target sample of this study was university students and data collection has been conducted in various universities from four regions in Malaysia. Data from 466 university students were analysed using IBM SPSS Statistics 23 and SmartPLS 3.0. Of five important celebrity endorser attributes that were tested in this paper, the findings show that authenticity and charisma are great predictors to attitude towards organ donation. In addition, the relationship between charisma and attitude is found to be weakened among individuals with high altruism. The findings of this paper are beneficial as they contribute to the celebrity endorsement literature and provide insights to the relevant agencies in selecting celebrity endorsers for their social marketing campaign.

scholarly journals The Role of Aristotelian Appeals in Influencing Consumer Behavior

2017 ◽  
Vol 3 (1) ◽  
pp. 65-78
Author(s):  
Yog Raj Lamichhane
Keyword(s):  
Content Analysis ◽  
Consumer Behavior ◽  
Expert Opinion ◽  
Marketing Strategies ◽  
Celebrity Endorsement ◽  
Print Advertisements ◽  
Black Sheep ◽  
Symbolic Meanings

 The purpose of this paper is to identify the effects of some representative print advertisements on consumer, relating to Aristotelian appeals- ethos, logos and pathos individually or simultaneously. How advertisers utilized this trinity to influence the behavior of consumers to use their products and services is the major concern of this study. For this, nine print advertisements which were published in two English newspapers of Nepal are studied. These adverts are conveniently taken from the Republica and The Himalayan Times of 15 and 16 February 2017. It accomplishes the intense assessment and yawning interpretation of the entire selected samples to expose the newspaper advertising behavior using content analysis. Languages of advertising are read between the lines. Used images and colors are also discussed relating to their symbolic meanings. Marketing strategies like free offer, buy one get one free, discounts, celebrity endorsement, expert opinion, sex appeals, etc are highly exercised to craft credibility, sentiment and reason to move audience and seeming common concepts and objects are transferred into highly desirable services and products. Maximum advertisers are so mindful to merge language, image and color according to their nature of product and service keeping literate audience in mind. So, the study notifies the consumers about how they are being influenced by Aristotelian appeals and equips advertisers with tool and process of influencing consumer behavior while making advertisement. Among this trinity of ethos, pathos and logos, emotion is observed almost unavoidable and the emotion is also contributive to make ethos and logos more effective. Nevertheless it seems as black sheep, but the appropriate amalgamation of ethos, pathos and logos appears successful.

scholarly journals BRAND TRUST AS CELEBRITY ENDORSER MARKETING MODERATOR’S ROLE

2021 ◽  
Vol 19 (1) ◽  
pp. 207-216
Author(s):  
Angga Febrian ◽  
◽  
Muhtad Fadly ◽  
Keyword(s):  
Quantitative Research ◽  
Brand Attitude ◽  
Purchase Decision ◽  
Marketing Communication ◽  
Brand Trust ◽  
Purchasing Behavior ◽  
Celebrity Endorsement ◽  
Moderator Variable ◽  
Celebrity Endorser

Celebrity endorsement is a form of marketing communication done both online and offline as it creates a positive brand attitude. However, its effectiveness in influencing customers’ purchase decision needs to be considered. This quantitative research took the sample from 249 respondents who experience in shopping and comprehend the role of celebrity endorsement. The SmartPls 3.0 was used in data analyzing techniques, and bootstrap testing was also employed. The results show that celebrity endorsement affects customers’ attitudes, but it does not affect their purchasing behavior. Adding brand trust as a moderator variable enhances the influence of celebrity endorsement on brand attitude. Therefore, marketers need to be able to see how big brand trust is owned before deciding to use celebrity endorsement to market their product. Future researchers can apply models in cultures of other countries and focus on the profile of specific celebrities so that the results can be generalized more.

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