Khaled Hamad Almaiman, Lawrence Ang and Hume Winzar
The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.
Abstract
Purpose
The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.
Design/methodology/approach
This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma.
Findings
With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale.
Research limitations/implications
Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories.
Practical implications
Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement.
Originality/value
Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.
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Clemens Boy, Femke L. Truijens, Anneke Louwerse, Kirsten Visser, Dennis Bastiaansen, Wietske A. Ester, Elisabeth H.M. Van Rijen, Ruth Van der Hallen and Linda P. Dekker
The lasting impact of the COVID-19 pandemic on autistic children and adolescents remains uncertain. Disruptions to routines, social communication and support systems presented…
Abstract
Purpose
The lasting impact of the COVID-19 pandemic on autistic children and adolescents remains uncertain. Disruptions to routines, social communication and support systems presented unique challenges. The existing body of research has produced inconclusive results, necessitating further investigation to elucidate this ambiguity. This study aims to provide clarity regarding the emotional and behavioral functioning of autistic youth in response to COVID-19 related lockdowns. We further explore distinct subgroups of Autism Spectrum Disorder (ASD), investigating the socially inflexible and demand avoidant profile.
Design/methodology/approach
To surpass short-term outcomes, this study examined emotional and behavioral problems (EBPs) by means of the Brief Problem Monitor in 69 autistic youth before, during and after a national lockdown in the Netherlands. Using individualized measurement (Reliable Change Indices), group-level changes were discerned. An exploratory analysis compared individuals from the socially inflexible and demand avoidant profile.
Findings
Both on a group and individual level, this findings suggest stability of EBPs in response to the COVID-19 pandemic and its corresponding measures. However, while the demand avoidant profile showed significantly more EBPs compared to the socially inflexible profile prior to the pandemic, the two profiles showed similar EBPs levels during and post-pandemic. Taken together, autistic youth and their families may have exhibited unique adaption strategies toward challenges caused by the pandemic and managed them better than initially expected.
Originality/value
The findings urge to look beyond group level functioning, and rather into nuances in ASD profiles to tailor interventions and support to the needs of autistic youth and families. A novelty of the study consists in having identified two different autism profiles to explain differences among subgroups of ASD.
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John Sherlock and Grant Morgan
This paper advocates for and describes the use of provocative statements as a leadership assignment to foster critical thinking. Critical thinking is an essential competency for…
Abstract
This paper advocates for and describes the use of provocative statements as a leadership assignment to foster critical thinking. Critical thinking is an essential competency for leaders who must analyze issues and convince others of their point of view as they compete for scarce internal resources. The provocative statement assignment incorporates common elements from long-established practices of Socratic questioning, debate, argumentation analysis, and rhetoric. It challenges students to develop and advocate their point of view on the controversial issues of their field. Preliminary findings of student perceptions of the assignment in a graduate leadership class are presented which suggest the assignment can be a powerful learning tool.
H.A. Dimuthu Maduranga Arachchi and G. Dinesh Samarasinghe
This study aims to examine the influence of the derived attributes of embedded artificial intelligence-mobile smart speech recognition (AI-MSSR) technology, namely perceived…
Abstract
Purpose
This study aims to examine the influence of the derived attributes of embedded artificial intelligence-mobile smart speech recognition (AI-MSSR) technology, namely perceived usefulness, perceived ease of use (PEOU) and perceived enjoyment (PE) on consumer purchase intention (PI) through the chain relationships of attitudes to AI and consumer smart experience, with the moderating effect of consumer innovativeness and Generation (Gen) X and Gen Y in fashion retail.
Design/methodology/approach
The study employed a quantitative survey strategy, drawing a sample of 836 respondents from Sri Lanka and India representing Gen X and Gen Y. The data analysis was carried out using smart partial least squares structural equation modelling (PLS-SEM).
Findings
The findings show a positive relationship between the perceived attributes of MSSR and consumer PI via attitudes towards AI (AAI) and smart consumer experiences. In addition, consumer innovativeness and Generations X and Y have a moderating impact on the aforementioned relationship. The theoretical and managerial implications of the study are discussed with a note on the research limitations and further research directions.
Practical implications
To multiply the effects of embedded AI-MSSR and consumer PI in fashion retail marketing, managers can develop strategies that strengthen the links between awareness, knowledge of the derived attributes of embedded AI-MSSR and PI by encouraging innovative consumers, especially Gen Y consumers, to engage with embedded AI-MSSR.
Originality/value
This study advances the literature on embedded AI-MSSR and consumer PI in fashion retail marketing by providing an integrated view of the technology acceptance model (TAM), the diffusion of innovation (DOI) theory and the generational cohort perspective in predicting PI.
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Teresa Fernandes and Manuel Aires de Matos
Non-profit organizations (NPO) contribute significantly to the welfare of citizens and communities. Engagement in volunteering is crucial for sustaining volunteer motivation and…
Abstract
Purpose
Non-profit organizations (NPO) contribute significantly to the welfare of citizens and communities. Engagement in volunteering is crucial for sustaining volunteer motivation and for the effective and efficient functioning of NPO, with significant implications for society at large. Yet, literature on volunteer engagement (VE) is limited to date. Grounded on service-dominant logic, self-congruity theory and self-determination theory, this study aims to understand what motivates VE and how it may evolve into a co-creation process valuable to NPO and its stakeholders.
Design/methodology/approach
Based on survey data collected from 450 volunteers, working with a diverse set of NPO, a comprehensive model of drivers and outcomes of VE was empirically tested using PLS-SEM, considering the mediating role of volunteers' congruence with the core values of the NPO.
Findings
The impact of volunteers' perceived autonomy, competence and relatedness on VE and its subsequent role in volunteers' loyalty and extra-role engagement behaviors (i.e. co-development, influencing and mobilizing behaviors) were validated. Moreover, the study validates value congruence as an internalizing mediating mechanism in the engagement process, a role that has been implied but not empirically tested.
Originality/value
The study contributes to the engagement and volunteering literature, which despite an unprecedented parallel have developed almost independently, with limited reference to one another. As the nomological network of VE is still underexplored, the study extends the engagement literature to the volunteering sector, validating the key (but underexplored) role of self-determination needs and value congruence in driving VE and value co-creation behaviors. The study further adds to engagement research while addressing other actors' engagement beyond the customer–brand dyad. While adopting a seldom explored marketing perspective of VE, this study provides NPO valuable insights on how to manage and engage volunteers.
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Markus Vanharanta and Phoebe Wong
The purpose of this paper is to ease the methodological application of critical realist multilevel research in business marketing. Although there has been plenty of theoretical…
Abstract
Purpose
The purpose of this paper is to ease the methodological application of critical realist multilevel research in business marketing. Although there has been plenty of theoretical contributions in this field, it is not always clear how critical realism can be best applied in business marketing settings. Accordingly, this paper addresses this gap in literature. Also, this paper addresses the calls for a multilevel conceptualization for resilience, based on the critical realist laminated systems.
Design/methodology/approach
This is a conceptual paper, which uses pre-existing literature to develop a critical realist methodological approach for the purposes of multilevel business marketing research. The contribution is based on literature by combining pre-existing ideas in a new way in the context of business marketing.
Findings
This paper makes a methodological contribution by introducing the critical realist “laminated systems” to business marketing as a multilevel research approach. Furthermore, the authors conceptualize a specific laminated model, the Laminated Interactional Model (LIM), that is designed for the purpose of business marketing research. The LIM is a methodological tool that conceptualizes business marketing based on six levels of analysis, easing the methodological application of critical realism in business marketing settings. In addition, to provide an example, the authors apply the LIM to the literature on resilience, providing a multilevel conceptualization. This is a timely contribution, as resilience has emerged as a central concept addressing interorganizational survival during the COVID-19 pandemic.
Originality/value
This paper makes three main contributions to business marketing. First, this paper provides a methodological contribution by introducing the critical realist notion of “laminated systems” to business marketing. Second, this paper conceptualizes a specific laminated model for business marketing, namely, the LIM. Third, as a response to the COVID-19 pandemic, this paper will apply critical realism and the LIM to the notion of resilience, addressing the calls for multilevel conceptualizations.
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Apostolos Giovanis and Pinelopi Athanasopoulou
The purpose of this study is to develop and empirically test a lovemark measure that can be used to identify how brands of wireless-enabled computing devices are classified based…
Abstract
Purpose
The purpose of this study is to develop and empirically test a lovemark measure that can be used to identify how brands of wireless-enabled computing devices are classified based on customers’ respect and love toward them.
Design/methodology/approach
On evidence drawn from 1,016 consumers of wireless-enabled computing devices (e.g. netbooks and tablets) in Greece, partial least squares method is used to test the validity of the proposed hierarchical model.
Findings
Results show that a lovemark measure can be conceptualized as a third-order reflective construct having respect and love as its second-order dimensions. In turn, respect reflects on brand performance, trust and reputation, and love reflects on brand commitment, intimacy and passion. The proposed measure presents a very good external validity as it can explain big portions of variance in consumer responses including repurchase intentions, positive WOM and willingness to pay a price premium. Finally, the proposed measure is used to classify eight well-known devices as products, fads, brands and lovemarks and identify the love styles associated with brand relationships.
Originality/value
This paper provides empirical evidence for measuring and identifying lovemarks using a hierarchical model, which can be further used to develop a more effective strategy for managing the functional and emotional aspects of brands to strengthen consumer-brand relationships.
Propósito
El objetivo de este estudio es el desarrollo metodológico y validación empírica de una escala para clasificar las marcas de productos tecnológicos en base a las dos dimensiones que caracterizan a las marcas Lovemark: el respecto y amor.
Diseño/metodología/enfoque
Con una base de datos recogidos de una muestra de 1.106 consumidores de productos tecnológicos (e.g., tablets y portátiles pequeños) en Grecia, se usa PLS para testar la validez del modelo jerárquico propuesto.
Resultados
Los resultados ponen de manifiesto que el concepto Lovemark puede ser conceptualizado como un constructo reflectivo de tres dimensiones siendo el respeto y el amor hacia la marca las dimensiones de segundo orden. A su vez, el respeto hacia la marca refleja el desempeño, la confianza y reputación de la marca mientras que el amor queda reflejado en conceptos tales como el compromiso, la intimidad y la pasión. La medida propuesta presenta una aceptable validez externa pues es capaz de explicar mayor porcentaje de la varianza de las intenciones de compra, la comunicación boca-oreja positiva y la disposición a pagar un mayor precio por la marca. Finalmente, se demuestra la utilidad de la medida propuesta para clasificar ocho marcas conocidas según los niveles de amor y respeto que los consumidores manifiestan hacia las mismas así como identificar los estilos de amor asociados a la relación que los consumidores mantienen con estas marcas.
Originalidad/valor
Este trabajo ofrece evidencias empíricas para medir e identificar las Lovemark usando un modelo jeráquico que puede ser utilizado posteriormente para desarrollar una estrategia más efectiva en la gestión de los aspectos funcionales y emocionales de las marcas como medio para fortalecer las relaciones marca-consumidor.
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Wenting Zou, Saara A. Brax, Mervi Vuori and Risto Rajala
To build a more comprehensive understanding of factors affecting the success of service contracting, the purpose of this paper is to investigate the influences of service…
Abstract
Purpose
To build a more comprehensive understanding of factors affecting the success of service contracting, the purpose of this paper is to investigate the influences of service complexity, contract structure and contracting process on the buyer-perceived supplier performance in business-to-business (B2B) services.
Design/methodology/approach
A research model is developed based on transaction cost economics and the research on service contracting. The model is tested by the survey data collected. Professional focus groups on LinkedIn are used to generate the list of potential respondents. The sample consists of 177 purchasing professionals from 25 countries.
Findings
The results indicate that three major contract dimensions and follow-up management practices positively influence buyer-perceived supplier performance. Furthermore, service complexity amplifies the effects of incentives designed in the contract and the buyer’s follow-up contract management on perceived supplier performance.
Research limitations/implications
The sample consists of respondents from 25 countries and provides good geographic coverage. However, the results should be generalized with caution because not all countries were represented equally.
Practical implications
The study suggests a framework and guidelines for purchasing managers to improve the design and management of service contracts to secure good performance from their supplier.
Originality/value
This paper contributes to understanding the performance-enhancing aspects of designing and monitoring service contracts in B2B contexts. It also adds to the knowledge of the role of service complexity in successful B2B service purchasing.
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Mohammed Belal Uddin and Bilkis Akhter
The purpose of this paper is to investigate the institutional and significant competences that have allowed organizations to employ supply chain management (SCM) practices, the…
Abstract
Purpose
The purpose of this paper is to investigate the institutional and significant competences that have allowed organizations to employ supply chain management (SCM) practices, the practices of SCM and the benefits of SCM practices for both buyers and suppers.
Design/methodology/approach
A theoretical model (including hypotheses) has been proposed regarding antecedents, SCM practices and outcomes of SCM. Using purposive sampling method, data were collected from different manufacturing, distributing, wholesaling and retailing organizations. Collected data were analyzed in a principal component analysis and structural equation modeling, including confirmatory factor analysis, and path analysis.
Findings
The empirical results provided supportive evidences in favor of the hypotheses and theoretical arguments except one hypothesis. This study did not a find positive relationship between organizational compatibility and SCM practices. The study found relationships between mutual trust and SCM practices, communication and SCM practices, and cooperation and SCM practices, which were positive and significant. Again, the relationships between SCM practices and competitive advantages, and SCM practices and long-term orientation and growth were also positive and significant.
Practical implications
Practitioners could also use the findings to align SCM with business strategy and gain an insight for better utilization of the available resources and technology to perform better.
Originality/value
This study will provide guidance as to the preconditions that need to be in place in order for a company to implement SCM with its suppliers and customers. It will remind practitioners to stay focused on the ultimate goals of SCM – lower costs, increased customer value and satisfaction, and, ultimately, competitive advantage.
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The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship…
Abstract
Purpose
The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between brand love and brand loyalty. Second, the study proposes modeling the mediation role of brand love and outlining how SE and SNI affect the consumer-brand relationship. Finally, the study explores the impact of brand love on brand loyalty: the moderating role of self-esteem and social influences, as the literature regarding this is still lacking.
Design/methodology/approach
Data were collected via an online survey, which yielded 218 responses. Structural equation modeling was used to predict the research model.
Findings
The findings indicate that both SE and SNI mediate the relationship between brand love and brand loyalty. Additionally, consumers love the focal brands positively relates to SE and SNI. In return, SE and SNI lead to brand loyalty. The tight relationship of SE and SNI affects the connection between brand love and brand loyalty.
Research limitations/implications
The data has been collected in Vietnam, which creates a limitation regarding the study’s cross-cultural nature and the economic context. Thus, the study should be conducted in different cultures and economies (both developing and developed countries) to enhance the generalizability in consumer-brand relationships.
Practical implications
Brand managers should conduct more advertising in brand communities to enhance the influence of SNI and emphasize unique features of the brands, to attract consumers through the overlap of SE.
Social implications
The findings can contribute to enhancing unique brand identity and self-motivation will increase consumer loyalty, increasing the revenue of a specific brand. Moreover, as acceptable peers contribute to making purchase decisions, boosting the brand community will maintain current consumers and attract additional potential consumers from the current consumer relationships.
Originality/value
This study contributes to consumer psychology by indicating both SNI and SE as the mediators in the relationship between brand love and brand loyalty and how the consumer-brand relationship can be enabled.
Propósito
El propósito de este trabajo es triple. En primer lugar, pretende aclarar el papel moderador de la autoestima (SE) y la susceptibilidad a la influencia normativa (SNI) en la relación entre el amor y la lealtad a la marca. En segundo lugar, el estudio propone modelar el papel mediador del amor a la marca y esbozar cómo la autoestima y la SNI afectan a la relación consumidor-marca. Por último, el estudio explora los factores que afectan a la relación entre el amor a la marca y la lealtad a la misma, ya que aún no existe literatura al respecto.
Diseño/metodología/enfoque
Los datos se recogieron mediante una encuesta en línea, que arrojó 218 respuestas. Se utilizó el modelo de ecuaciones estructurales (SEM) para predecir el modelo de investigación.
Hallazgos
Los hallazgos indican que tanto la autoestima como la SNI median la relación entre el amor y la lealtad a la marca. Además, el amor de los consumidores por las marcas focales se relaciona positivamente con la autoestima y la SNI. En cambio, la autoestima y la SNI conducen a la lealtad a la marca. La estrecha relación de la autoestima y la SNI afecta la conexión entre el amor a la marca y la lealtad a la misma.
Limitaciones de la investigación
Los datos se han recogido en Vietnam, lo que crea una limitación en cuanto a la naturaleza transcultural del estudio y el contexto económico. Así pues, el estudio debería realizarse en diferentes culturas y economías (tanto de países en desarrollo como desarrollados) para aumentar la posibilidad de generalización en las relaciones entre consumidores y marcas.
Implicaciones prácticas
Los gerentes de marca deberían hacer más publicidad en las comunidades de marcas para aumentar la influencia de la SNI y hacer hincapié en las características singulares de las marcas, a fin de atraer a los consumidores mediante la superposición de la autoestima.
Implicaciones sociales
Las conclusiones pueden contribuir a mejorar la identidad de una marca única, y la automotivación aumentará la lealtad de los consumidores, incrementando los ingresos de una marca específica. Además, como los pares aceptables contribuyen a la toma de decisiones de compra, el impulso de la comunidad de marcas mantendrá a los consumidores actuales y atraerá a otros consumidores potenciales de las relaciones de consumo actuales.
Originalidad/valor
Este estudio contribuye a la psicología del consumidor al indicar que tanto la SNI como la autoestima son los mediadores en la relación entre el amor y la lealtad a la marca y la forma en que se puede habilitar la relación consumidor-marca.
研究目的
摘要
本文有三方面的研究目的。第一,明确自尊(SE)和易受规范影响(SNI)在品牌喜爱与品牌忠诚关系中的调节作用。第二,建立品牌喜爱的中介作用模型,并概述SE和SNI如何影响消费者与品牌的关系。最后,探讨品牌喜爱对品牌忠诚度的影响:自尊和社会影响因素的调节作用,目前有关这方面的文献还比较缺乏。
研究方法
通过在线调查收集数据,共收到218份答复。采用结构方程模型进行预测研究模型。
研究结果
研究结果表明,自尊和易受规范影响都对品牌喜爱和品牌忠诚度之间的关系起到了调节作用。此外,消费者对焦点品牌的喜爱与自尊和易受规范影响具有正相关关系。反过来,自尊和易受规范影响又会导致品牌忠诚。自尊和易受规范影响的紧密关系影响了品牌喜爱和品牌忠诚之间的联系。
研究局限性
由于本次研究数据是在越南收集的,造成了研究的跨文化性质和经济背景的局限性。因此,未来的研究可以在不同的文化和经济体(包括发展中国家和发达国家)进行,以提高关于消费者与品牌关系结论的普遍性。
实际意义
品牌管理者可以在品牌社区中增强广告宣传,提高易受规范影响的影响力,同时强调品牌的独特性,与自尊因素相结合来吸引消费者。
社会意义
本文研究结果有助于增强独特的品牌识别和自我激励,提高消费者的忠诚度,增加特定品牌的收入。此外,由于合适的同伴有助于消费者做出购买决策,提升品牌社区可以维持现有消费者,并通过现有消费者关系吸引更多的潜在消费者。
研究价值
本研究提出了自尊和易受规范影响是品牌喜爱和品牌忠诚关系的调节变量,并且进一步阐释了它们如何促成消费者与品牌的关系,从而为消费者心理学做出了贡献。