scholarly journals Impact of Doppelganger Brand Image (DBI) on Consumer Behavior

2020 ◽  
Vol 5 (3) ◽  
pp. 13-22
Keyword(s):  
Qualitative Research ◽  
Airline Industry ◽  
Cellular Network ◽  
Quantitative Research ◽  
Large Scale ◽  
Product Category ◽  
Product Categories ◽  
Sports Entertainment ◽  
Consumer's Perception ◽  
Depth Interviews

Doppelganger brand images (DBIs) are a collection of disparaging brand images and stories circulated in popular culture, customarily targeted at brands to hold them accountable for any inconsistency in the quality of the products or services provided. If overlooked, DBIs may prove harmful to the brand's equity and value and sometimes even directly lead to a loss in sales. This paper delves into how DBIs affect an end consumer's perception of a brand. It aims to draw insights into a possible change in consumers' attitudes towards purchasing and subsequent consumption of the products and services offered by brands from four different industries(Beverage, Cellular Network, Airlines and Sports Entertainment) after being exposed to DBIs. The research was conducted in three steps, including two quantitative surveys and one qualitative research with the help of in-depth interviews. Through the first quantitative survey, the preferred attributes of four product categories beverages industry, the sports entertainment industry, cellular network industry, and the airline industry, was observed. Next, any changes in the respondents' willingness to consume after they have been exposed to DBIs of four brands from the above four different industries have been mapped. Through in-depth interviews on a sample of respondents, the underlying reasons behind the change or lack thereof were observed. Conducting the qualitative research on each product category's three competitive brands helped in assessing the variation in the level of indifference a consumer has towards a DBI concerning a particular product category. Finally, quantitative research on the selected sample of respondents was used to map any possible difference in attitude towards consumption of the products and services of the brands discussed in the in-depth interviews, which was used to arrive at the findings and conclusion. The novelty of this paper lies in the fact that much of existing research has been done to gauge the effects of negative branding via Doppelganger Brand Images of products on the brand equity and sales, by studying on specific brands/products. The question of “How are consumers impacted by the exposure to the aforementioned negative branding?” has been attempted to be answered through this paper, without restricting our scope to a single business industry or product category. The paper throws light on the emergence of a possible pattern of consumer’s perception towards brands that have been targeted by DBIs, across four product categories, which need to be taken into account by marketers planning on large scale emotional branding campaigns of those product categories.

Consumer's Perception and Behavioural Reaction

2016 ◽  
pp. 406-420
Author(s):  
Manoj Kumar Dash ◽  
Anil Kumar
Keyword(s):  
Qualitative Research ◽  
Word Of Mouth ◽  
Electronic Media ◽  
Viral Marketing ◽  
Financial Benefit ◽  
Behavioural Reaction ◽  
Marketing Tool ◽  
Consumer's Perception ◽  
E Mail ◽  
Depth Interviews

Progressions in communication innovation have offered ascent to the development of another electronic manifestation of verbal spreading that is Viral Marketing (VM). VM is kind of marketing strategy that sways people to share a promoting message to everyone via web or other electronic media. As of now, Viral Marketing Communication (VMC) is still acknowledged being at an untimely period of improvement. In this way data about its conduct and extent has yet to be plainly set upon and decided. Also, constrained exploration has been carried out on shopper recognition and reaction to such prompting method. The objective of this study is to conduct an inquiry into consumer/buyer receptivity, perception and behavioural reaction to the discussed moderately new promoting technique via VM. With the use of in-depth interviews conducted with 15 people and small interviews with other 27 people, the study analysed their perception towards five methods through which Viral Marketing can be implemented, they are 1) E-mail, 2) Video 3) Blogs, 4) Facebook, Google+, Twitter-Social Media Portals and 5) Forums. Qualitative research has been conducted to analyse the assumptions/hypotheses and found valuable findings in regards to the way buyer/consumer behave to traditional word of mouth and e-W-o-M (Viral Marketing). The qualitative findings from the study show that VMC increases consumer's awareness but it does not have a vital impact on the buying decision, Consumers have different trust and credibility to five junctions of VM; “Forums” have highest trust and credibility among the discussed five junctions, Consumers do not take VM as spam messages, Service based VMC have higher impact than the product based VM, Negative VMC has a higher influence on consumer than the optimistic one, and Financial Benefit is not the strongest reason to spread the messages via VM. These findings will provide new bits of knowledge on VM as a marketing tool from a shopper's outlook and prove to be the first venture for further study on how VM can effectively connect, join & impact shoppers and sellers.

scholarly journals Comprehending Determinants of Demand: Zimbabwe Tourism Destination Scenario

2015 ◽  
Vol 1 (2) ◽  
pp. 24
Author(s):  
Farai Chigora ◽  
Clever Vutete
Keyword(s):  
Qualitative Research ◽  
Research Design ◽  
Quantitative Research ◽  
Tourism Industry ◽  
Disposable Income ◽  
Tourism Destination ◽  
Destination Branding ◽  
Qualitative Research Design ◽  
Main Determinants ◽  
Depth Interviews

<p>The study investigated on the most dominant determinants of tourism consumption in Zimbabwe tourism destination. The research design was a QUAL to QUAN sequential mixed method starting with a qualitative research design followed by quantitative research. The qualitative research helped in getting the main determinants of demand using in-depth interviews from managers and experts in the tourism industry. The agreed determinants include disposable income, demographic changes, change in taste and preferences, religion dynamics, globalization, marketing and advertisement, customer knowledge, destination branding, social networks, destination’s own price, price of other destinations and media propaganda. These where then tested for their dominance in the accommodation, travel and resort sectors in Zimbabwe through a quantitative design. The results showed that the most controlling determinants of tourism demand in these three sectors include destination’s own prices, level of disposable income, social network discussions, media propaganda, marketing and advertising. The study recommended a low pricing strategy, extensive marketing and utilization of e-resources in marketing.</p>

scholarly journals Uncovering Market Positioning Coordinates Using In-Depth Interviews. Evidence from the Romanian Modern Retail

2016 ◽  
Vol 11 (2) ◽  
pp. 68-78
Author(s):  
Iliuta Costel Negricea ◽  
Tudor Edu ◽  
Laura Balan
Keyword(s):  
Qualitative Research ◽  
Quantitative Research ◽  
Consumer Behaviour ◽  
Situation Analysis ◽  
Market Positioning ◽  
Quantitative Research Methods ◽  
Qualitative And Quantitative ◽  
Starting Point ◽  
Depth Interviews ◽  
Quantitative Nature

AbstractMarket positioning is not anymore just an outcome of the marketing endeavour but actually the essence of it. Organisations must develop and implement proper market positioning plans if they want to pursue an enduring existence. In this direction, an organisation must perform a brand situation analysis, its results being the starting point of a successful market positioning. This analysis entails collecting data about the brand and its competitors being performed through various qualitative and quantitative research methods. The current study focuses on the use of in-depth interviews, a very important qualitative research instrument, in collecting data necessary to build a market position in the form of inconspicuous consumer behaviour factors, such as perceptions, attitudes and motivations. The peculiarities and advantages of this tool are detailed in an analysis of the Romanian modern retail. The findings through their richness made possible configuring market positions for several companies under study. There is no doubt about the effectiveness of this tool in collecting essential data for an effective market positioning. However, in some instances an organisation might need data of quantitative nature in making market positioning decisions, situations in which the use of the indepth interview should be complemented with a survey.

scholarly journals Rigor and Ethics in the World of Big-team Qualitative Data: Experiences From Research in International Development

2018 ◽  
Vol 63 (5) ◽  
pp. 604-621 ◽  
Author(s):  
Laura Camfield
Keyword(s):  
Qualitative Research ◽  
International Development ◽  
Quantitative Research ◽  
Large Scale ◽  
Secondary Analysis ◽  
Full Account ◽  
Ethical Implications ◽  
Body Of Knowledge ◽  
The Status ◽  
International Projects

In the large international projects where many qualitative researchers work, generating qualitative Big Data, data sharing represents the status quo. This is rarely acknowledged, even though the ethical implications are considerable and span both process and product. I argue that big-team qualitative researchers can strengthen claims to rigor in analysis (the product) by drawing on a growing body of knowledge about how to do credible secondary analysis. Since this necessitates a full account of how the research and the analysis are done (the process), I consider the structural disincentives for providing these. Debates around credibility and rigor are not new to qualitative research in international development, but they intensify when new actors such as program evaluators and quantitative researchers use qualitative methods on a large scale. In this context, I look at the utility of guidelines used by these actors to ensure the quality of qualitative research. I ask whether these offer pragmatic suggestions to improve its quality, recognizing the common and hierarchized separation between the generation and interpretation of data, or conversely, whether they set impossible standards and fail to recognize the differences between and respective strengths of qualitative and quantitative research.

scholarly journals Adaptation Strategies of Migrant Workers from Ukraine during the COVID-19 Pandemic

2021 ◽  
Vol 13 (15) ◽  
pp. 8337
Author(s):  
Paweł Churski ◽  
Hanna Kroczak ◽  
Marta Łuczak ◽  
Olena Shelest-Szumilas ◽  
Marcin Woźniak
Keyword(s):  
Qualitative Research ◽  
Labour Market ◽  
Migrant Workers ◽  
Quantitative Research ◽  
Adaptation Strategies ◽  
Economic Consequences ◽  
Economic Shocks ◽  
Time Perspectives ◽  
Local Labour ◽  
Depth Interviews

The COVID-19 pandemic has had far-reaching social and economic consequences. They are visible particularly in the functioning of local labour markets, affecting less privileged groups such as migrant workers, in a specific way. Here, our analysis aims to identify the strategies of adaptation of Ukrainian economic migrants to the changing situation in the local labour market in the Poznań agglomeration during the COVID-19 pandemic. The analysis relies on the results from quantitative research on changes in the demand for labour and adjustment of competence of immigrants to the Poznań agglomeration labour market throughout the pandemic and in the perspective of the nearest future, as well as on qualitative research conducted using the IDI (in-depth interviews) technique, carried out via the purposive sampling of 30 economically active Ukrainian migrant workers. The identified adaptation strategies are organised according to the assumptions of Pierre Bourdieu’s concept of capital(s). The capital of the researched group with respect to the labour market is treated as both the potential and resources the immigrants offer, produce, apply, and mutually convert in the implementation of their own adaptation strategies to the changing situation of the labour market. We extracted eight types of migrant adaptation strategies with respect to the labour market. These strategies differ in terms of objectives, resources, time perspectives, and other factors considered to be important from migrants’ perspectives. On the basis of interviews, we were able to assess the robustness of these strategies in view of economic shocks and identify the process of capital conversion and exchange.

scholarly journals Comprehending Determinants of Demand: Zimbabwe Tourism Destination Scenario

2015 ◽  
Vol 1 (2) ◽  
pp. 17 ◽  
Author(s):  
Farai Chigora ◽  
Clever Vutete
Keyword(s):  
Qualitative Research ◽  
Research Design ◽  
Quantitative Research ◽  
Tourism Industry ◽  
Disposable Income ◽  
Tourism Destination ◽  
Destination Branding ◽  
Qualitative Research Design ◽  
Main Determinants ◽  
Depth Interviews

<p>The study investigated on the most dominant determinants of tourism consumption in Zimbabwe tourism destination. The research design was a QUAL to QUAN sequential mixed method starting with a qualitative research design followed by quantitative research. The qualitative research helped in getting the main determinants of demand using in-depth interviews from managers and experts in the tourism industry. The agreed determinants include disposable income, demographic changes, change in taste and preferences, religion dynamics, globalization, marketing and advertisement, customer knowledge, destination branding, social networks, destination’s own price, price of other destinations and media propaganda. These where then tested for their dominance in the accommodation, travel and resort sectors in Zimbabwe through a quantitative design. The results showed that the most controlling determinants of tourism demand in these three sectors include destination’s own prices, level of disposable income, social network discussions, media propaganda, marketing and advertising. The study recommended a low pricing strategy, extensive marketing and utilization of e-resources in marketing.</p>

scholarly journals A Concise Review on Qualitative Research in Dentistry

2021 ◽  
Vol 18 (3) ◽  
pp. 942
Author(s):  
Hollis Haotian Chai ◽  
Sherry Shiqian Gao ◽  
Kitty Jieyi Chen ◽  
Duangporn Duangthip ◽  
Edward Chin Man Lo ◽  
...  
Keyword(s):  
Qualitative Research ◽  
Quantitative Research ◽  
Qualitative Data ◽  
Research Question ◽  
Numerical Data ◽  
Framework Analysis ◽  
Concise Review ◽  
Research Questions ◽  
Depth Interviews ◽  
Theoretical Saturation

Qualitative research collects non-numerical data that explores human behaviour, attitudes, beliefs and personality characteristics unamendable to quantitative research. The qualitative research questions are open-ended, evolving and non-directional. The study design is flexible and iterative. Purposive sampling is commonly used. The sample size is determined by theoretical saturation. Data collection is generally through in-depth interviews, focus groups and observations. Qualitative research commonly uses thematic analysis and framework analysis, although there is no consensus on analysing qualitative data. The reporting format can be comprehensive, a summary, developmental or selective, subject to the research question. Qualitative research’s potential functions are to describe the form or nature of what exists (contextual), to examine the reasons for or associations between what exists (explanatory), to appraise the effectiveness of what exists (evaluative), and to aid the development of strategies (generative). Qualitative research can be time consuming to conduct because it explores evolving questions; difficult to generalise because it recruits limited participants; and arduous when it comes to making systematic comparisons because responses are subjective. However, qualitative research can provide depth and detail, create openness, simulate people’s individual experiences and avoid pre-judgements. This concise review provides an overview and suggestions for dental researchers when conducting a qualitative study.

scholarly journals Component Sharing Across Product Categories Leads to Functional Diversification: Evidence from the Japanese Digital Audio-Visual Products Market

2016 ◽  
Vol 70 (1) ◽  
Author(s):  
Sayako Miura
Keyword(s):  
Large Scale ◽  
Product Category ◽  
Digital Audio ◽  
Functional Diversification ◽  
Product Categories ◽  
Specific Category ◽  
New Knowledge ◽  
Software Modules ◽  
Large Scale Integration ◽  
Scale Integration

AbstractThis study focuses on component sharing across product categories, in contrast to earlier studies which examined component sharing within a specific category. Cross-category component sharing creates the potential for diversified product functionality by transferring new knowledge between categories, in addition to streamlining development, as previously noted. We collected evidence for this proposal from the Japanese digital audio-visual products market in the late 2000s. Panasonic not only shared software modules and the design of large scale integration (LSI) among products in the same category, but also shared them among televisions and DVD recorders. Its competitors, Sony and Sharp, used shared software and the design of LSI only within a product category. Panasonic products were functionally more advanced than those of Sony and Sharp. This study revealed two types of functionality diversification – simple functional diversification and linked operations.

scholarly journals Research on Metonymy of Cognitive Linguistics from Corpus Approach of Computer Science

2018 ◽  
Vol 173 ◽  
pp. 03015
Author(s):  
Ruifeng LUO
Keyword(s):  
Qualitative Research ◽  
Computer Science ◽  
Computer Technology ◽  
Corpus Linguistics ◽  
Quantitative Research ◽  
Large Scale ◽  
Cognitive Linguistics ◽  
Rapid Development ◽  
Real Data ◽  
Peking University

The rapid development of computer technology and corpus linguistics has realized the large-scale corpus’s collection, arrangement, annotation and processing. The corpus linguistics combines description with empirical analysis, and qualitative research with quantitative research that the various language phenomenons can be fully explained. The paper makes use of corpus-based approach to study Metonymy of Cognitive Linguistics and draws real data from Center for Chinese Linguistics Peking University of China (CCL), which makes the research more convincing.

scholarly journals Integrating Quantitative and Qualitative Research Methods in Health Communication Research

2016 ◽  
Vol 3 (3) ◽  
Author(s):  
Prabhakararao Sampathirao
Keyword(s):  
Qualitative Research ◽  
Health Communication ◽  
Health Behaviors ◽  
Quantitative Research ◽  
Qualitative Data ◽  
Communication Strategies ◽  
Health Educators ◽  
Communication Research ◽  
Quantitative And Qualitative Research ◽  
Depth Interviews

Health Educators working to promote health behaviors have realized that mere quantitative research surveys alone not necessarily provide all of the data inputs that are needed to develop effective communication strategies. Therefore, qualitative methods such as focus groups and in-depth interviews, besides less precise, but useful semi-quantitative approaches, such as intercept surveys, have emerged as part of their research gamut. In an ideal Health Education/IEC program, researchers use both quantitative and qualitative data to provide a more complete picture of the issue being addressed, the target audience and the effectiveness of the program itself. The purpose of this paper is to look at how these two different research approaches can be integrated to inform the development of an effective social marketing program.

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