Interactive Brand Experience

2005 ◽  
pp. 103-121
Author(s):  
Mary L. Roberts
Keyword(s):  
Dynamic Pricing ◽  
Customer Experience ◽  
Online Tools ◽  
Rich Media ◽  
Brand Development ◽  
Service Brand ◽  
Image Building ◽  
Purchase Process ◽  
Self Service

E-marketing has evolved from an environment that was solely direct response to one that includes significant opportunities for brand development. Internet marketing uses a rich set of tools to create exceptional customer experience that results in strong relationships with the brand. Off-line tools like elements of the brand and image-building promotional programs are as important as ever in building brand equity. To those have been added online tools, including personalization, customization, cocreation, purchase-process streamlining, self-service, brand community, rich media, product self-design tools, and dynamic pricing. This gives the marketer a rich choiceboard of off-line and online techniques from which to select the most appropriate for the brand and any given promotional activity. The challenges are to select the most effective tools and then to execute flawlessly and seamlessly at all customer touchpoints to achieve the desired quality of customer experience.

scholarly journals Online Assessment of Cognitive Functioning: A Reliable Alternative to Laboratory Testing?

2020 ◽  
Vol 4 (Supplement_1) ◽  
pp. 576-577
Author(s):  
Maximilian Haas ◽  
Sascha Zuber ◽  
David Framorando ◽  
Elissa El Khawli ◽  
Susanne Scheibe ◽  
...  
Keyword(s):  
Cognitive Functioning ◽  
Cognitive Abilities ◽  
Rapid Assessment ◽  
Cognitive Disorders ◽  
Assessment Tools ◽  
Adult Lifespan ◽  
Face To Face ◽  
Age Related ◽  
Online Tools

Abstract As the population ages, risks for cognitive decline threaten independence and quality of life for older adults. Classically, psychological assessment tools to evaluate cognitive functioning are administered in face-to-face laboratory sessions, which is time- and resource-consuming. With the aim of reducing such costs, the present study set out to develop and validate two new online tools, allowing a rapid assessment of general cognitive abilities and of prospective memory. We collected data from 250 participants equally spread across the adult lifespan (aged 18 – 86). Results suggest that performance assessed via these newly developed online tools is comparable to performance in face-to-face laboratory settings. Our findings thereby indicate that these online tools can reliably measure cognitive functioning across the lifespan at a reduced cost, which may help detect individuals at risk of developing age-related cognitive disorders.

scholarly journals Professionals’ views on working in the field of domestic violence and abuse during the first wave of COVID-19: a qualitative study in the Netherlands

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Nicole E. van Gelder ◽  
Ditte L. van Haalen ◽  
Kyra Ekker ◽  
Suzanne A. Ligthart ◽  
Sabine Oertelt-Prigione
Keyword(s):  
Domestic Violence ◽  
The Netherlands ◽  
Working Conditions ◽  
Critical Evaluation ◽  
Physical Contact ◽  
Structured Interviews ◽  
Online Tools ◽  
The Impact ◽  
Domestic Violence And Abuse

Abstract Background The COVID-19 pandemic and lockdown evoked great worries among professionals in the field of domestic violence and abuse (DVA) as they expected a rise of the phenomenon. While many countries reported increased DVA, the Netherlands did not. To understand this discrepancy and the overall impact of the lockdown on DVA support services, we interviewed DVA professionals about their experiences with DVA during the rise of COVID-19, the impact of the lockdown on clients and working conditions, and views on eHealth and online tools. Methods Semi-structured interviews were conducted among 16 DVA professionals with various specializations. This data was analyzed using open thematic coding and content analysis. Results Most professionals did not see an increase in DVA reports but they did notice more severe violence. They experienced less opportunities to detect DVA and worried about their clients’ wellbeing and the quality of (online) care. Furthermore, their working conditions rapidly changed, with working from home and online, and they expressed frustration, insecurity and loneliness. Professionals feel eHealth and online tools are not always suitable but they do see them as an opportunity to increase reach and maintain services when physical contact is not possible. Conclusion This study suggests DVA was probably under-detected during the lockdown rather than not having increased. The Dutch system heavily relies on professionals to detect and report DVA, suggesting a need for critical evaluation of the accessibility of professional help. Professionals experienced significant challenges and should themselves be supported psychologically and in their changed work practices to maintain their ability to aid survivors.

Classification of the fragrant styles and evaluation of the aromatic quality of flue-cured tobacco leaves by machine-learning methods

2016 ◽  
Vol 14 (06) ◽  
pp. 1650033 ◽  
Author(s):  
Li Gu ◽  
Lichun Xue ◽  
Qi Song ◽  
Fengji Wang ◽  
Huaqin He ◽  
...  
Keyword(s):  
Evaluation System ◽  
Chemical Compounds ◽  
Support Vector ◽  
Tobacco Leaves ◽  
Machine Learning Methods ◽  
Online Tools ◽  
Svm Algorithm ◽  
Assessment Performance

During commercial transactions, the quality of flue-cured tobacco leaves must be characterized efficiently, and the evaluation system should be easily transferable across different traders. However, there are over 3000 chemical compounds in flue-cured tobacco leaves; thus, it is impossible to evaluate the quality of flue-cured tobacco leaves using all the chemical compounds. In this paper, we used Support Vector Machine (SVM) algorithm together with 22 chemical compounds selected by ReliefF-Particle Swarm Optimization (R-PSO) to classify the fragrant style of flue-cured tobacco leaves, where the Accuracy (ACC) and Matthews Correlation Coefficient (MCC) were 90.95% and 0.80, respectively. SVM algorithm combined with 19 chemical compounds selected by R-PSO achieved the best assessment performance of the aromatic quality of tobacco leaves, where the PCC and MSE were 0.594 and 0.263, respectively. Finally, we constructed two online tools to classify the fragrant style and evaluate the aromatic quality of flue-cured tobacco leaf samples. These tools can be accessed at http://bioinformatics.fafu.edu.cn/tobacco .

Customer experience with self-service technologies in the banking sector: evidence from Nigeria

2021 ◽  
Vol 15 (4) ◽  
pp. 405
Author(s):  
Chidera Christian Ugwuanyi ◽  
Joseph Ikechukwu Uduji ◽  
Chukwunonso Oraedu
Keyword(s):  
Banking Sector ◽  
Customer Experience ◽  
Self Service

Improving service brand personality with augmented reality marketing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Daria Plotkina ◽  
John Dinsmore ◽  
Margot Racat
Keyword(s):  
Augmented Reality ◽  
Customer Service ◽  
Brand Personality ◽  
Customer Experience ◽  
Great Opportunity ◽  
Content Type ◽  
Customer Perceptions ◽  
Shopping Orientation ◽  
Service Brand ◽  
Underlying Processes

Purpose Augmented reality (AR) apps offer a great opportunity for brands to provide better service to customers by creating augmented customer service. However, not every AR app is equally effective in improving customer experience. Investigation of underlying processes and brand-related outcomes of AR marketing remains scarce and it is unclear how different types of AR apps influence brand perceptions, such as brand personality. This paper aims to fill in this knowledge gap and provide practical insights on how different AR apps can improve service brand personality. Design/methodology/approach Using an experimental plan, the authors investigate how attitudes towards AR apps contribute to customer perceptions of brand personality (i.e. excitement, sincerity, competence and sophistication) according to two different variables, namely, the location of the AR app (location-specific vs non-location-specific) and its orientation (augmenting the product, brand or store experience). The authors also examine the effect of expected customer experience with the AR app (i.e. playfulness and pleasure) and customer technological innovativeness and shopping orientation as predictors of attitudes towards the AR app. Findings The findings show that non-location-specific and product-oriented AR apps (i.e. virtual try-on apps) receive more positive evaluations and lead consumers to perceive the brand as more exciting, sincere, competent and sophisticated. Moreover, the playfulness and pleasure experienced with the AR app determine consumers’ attitudes towards the app. Additionally, AR apps improve brand personality perceptions amongst more innovative and adventure-focussed shoppers. Originality/value The authors show that brand announcements on high-technology, customer-oriented service offerings are an effective branding tool. Thus, AR apps perceived as pleasant and playful can signal and improve brand personality.

A Quantitative Study of Factors Affecting Value of Adopting Self-Service Banking Technology (SSBT) Among Customers in Developing and Developed Countries

2018 ◽  
pp. 233-260
Author(s):  
Fouad Omran Elgahwash
Keyword(s):  
Technology Acceptance ◽  
Reliability And Validity ◽  
Developed Countries ◽  
Ease Of Use ◽  
Total Size ◽  
Factors Affecting ◽  
Data Collection Instrument ◽  
Self Service ◽  
Acceptance Model

Self-service banking technology (SSBT) allow customers to perform services on their own without direct assistance from staff. This study focuses on factors affecting the value of adopting self-Service banking technology (SSBT) among customers. It is believed that the successful usage of self-service banking technology will be increasingly advantageous for all (banks & customers). This chapter's purpose is an extension to the technology acceptance model (TAM) and views customer responses to technology as an integrated part of SSBT. The sample used for this study was selected from users of banks in both Libya and Australia, with a total size of 141 respondents. Reliability and validity of the data collection instrument was tested using Cronbach Alpha. Descriptive and regression tests for data analysis were used. The domains in which subjects were tested were “ease of use of SSBT”, “Usefulness of SSBT”, “Quality of SSBT”, “privacy of information” and “Trust of SSBT”.

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