Donna F. Davis, Susan L. Golicic and Adam Marquardt
The purpose of this paper is to present a test of scales that measure brand equity and its two dimensions – brand image and brand awareness – in the context of logistics services…
Abstract
Purpose
The purpose of this paper is to present a test of scales that measure brand equity and its two dimensions – brand image and brand awareness – in the context of logistics services. The scales are tested with both logistics service providers and customers.
Design/methodology/approach
Measurement items are adapted from existing scales found in the marketing literature. Academic colleagues and logistics practitioners reviewed the items for face validity and readability. The scales are evaluated for reliability, convergent validity, and discriminant validity using data collected in a mail survey of logistics service providers and customers.
Findings
Findings suggest that brand awareness, brand image, and brand equity scales are valid and reliable in the context of logistics services.
Research limitations/implications
While there is a substantial research stream that examines branding of consumer goods and an increasing literature on industrial and service brands, little is known about branding in the context of logistics services. This paper extends existing measurement of brand equity and its dimensions to a new setting, namely logistics services.
Originality/value
This paper provides valuable insight into the measurement of brand awareness, brand image, and brand equity in the logistics services context and offers a foundation for future logistics branding research. The paper provides evidence for the validity of constructs used in the customer‐based brand equity framework, which is traditionally used in consumer contexts, in the context of logistics services.
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Adam J. Marquardt, Susan L. Golicic and Donna F. Davis
The purpose of this paper is to conduct an exploratory study of the branding of business‐to‐business (B2B) services, specifically examining the commodity‐like logistics services…
Abstract
Purpose
The purpose of this paper is to conduct an exploratory study of the branding of business‐to‐business (B2B) services, specifically examining the commodity‐like logistics services industry.
Design/methodology/approach
The paper is of a multiple‐methods research design.
Findings
Managers should first strive to develop compelling and differentiated value propositions associated with their B2B service brands. They should then invest in communicating their brands' value to internal and external audiences. Finally, they should commit resources to ensure consistent and favorable customer experiences with the brand. These three steps influence the strength of the brand, which comprises brand awareness and brand meaning.
Practical implications
B2B service firms in commodity‐like industries such as the logistics service industry cannot rely on differences in product attributes to develop brand meaning. Rather, they should focus on developing distinctive customer experiences with the brand by encouraging meaningful employee‐customer interactions. Such differentiated value propositions based on superior customer experiences build brand awareness and enhance the brand's meaning with current and prospective customers, thereby increasing brand equity.
Originality/value
Knowledge of branding practices in B2B service contexts is limited. This research addresses this knowledge gap.
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Donna F. Davis, Susan L. Golicic and Adam Marquardt
The failure to manage the firm's brand successfully with trading partners is a potentially fatal obstacle to success in today's hypercompetitive global economy. Strong brands…
Abstract
The failure to manage the firm's brand successfully with trading partners is a potentially fatal obstacle to success in today's hypercompetitive global economy. Strong brands serve as an important point of differentiation for firms, assisting customers in their evaluation and choice processes. Considerable research exists on the branding of consumer goods, and the literature on business-to-business (B2B) brands and service brands is increasing. However, research on branding in the context of B2B services is relatively sparse. This paper integrates research in B2B brands and service brands to explore B2B service brands. The paper reports a multiple methods study of brands and brand management in the logistics services industry as a specific case of B2B service branding. The study addresses two research questions that are relevant for B2B service brands. First, how are brands perceived when the customer is an organization rather than an individual? Second, how do brands differentiate intangible offers that customers often consider as commodities? The first study reports data collected in an exploratory investigation comprised of depth interviews with representatives of logistics services firms and customers. The study supports the extendibility of Keller's brand equity framework into the B2B services context. The second study tests the framework using data collected in a mail survey of logistics service providers and customers. Results suggest that brands do differentiate the offerings of logistics service providers and that brand equity exists for this commodity-like B2B service. However, findings reveal differences in perceptions between service providers and customers. Specifically, brand image is a stronger influence on customers' perceptions of service providers' brand equity, whereas brand awareness is a stronger driver of the service providers' perceptions of their own brand equity. The paper discusses implications of these differences for managing B2B services.
Mark S. Glynn and Arch G. Woodside
The research and the authors spotlighted in this book represent a series of recent exciting developments in the topic of business-to-business (B2B) branding. The papers in this…
Abstract
The research and the authors spotlighted in this book represent a series of recent exciting developments in the topic of business-to-business (B2B) branding. The papers in this book enhance our understanding of practice in this important facet of the marketing discipline. Furthermore, each author presents areas for future research and important managerial implications. The papers in this book cover a broad spectrum of industries and continents as well as both product and service offerings. The papers address a wide range of B2B applications including resellers, retailers, logistics service providers, subcontractors, hairdressing services, and a producer of high-tech materials. In addition, two papers address branding in B2B markets and pricing more generally. These papers provide details of the research background, methodology, analysis of each study. The topic coverage of this volume is extensive as the following list shows: (1) Building a Strong B2B Brand; (2) Building a Strong Brand to Resellers; (3) B2B Brand Equity: Theory, Measurement, and Strategy; (4) Effective Strategies for B2B Service Brands; (5) Brand Meaning and its Impact in Subcontractor Contexts; (6) Brand Image, Corporate Reputation, and Customer Value; (7) Internal Branding Theory, Research, and Practice; (8) Pricing Theory and Strategy Applications in B2B Brand Management.
Collectively these papers address most aspects of the marketing mix for B2B and industrial marketers. Each of the papers provides valuable brand management insights for managers.
Mervin Joe Thomas, Mithun M. Sanjeev, A.P. Sudheer and Joy M.L.
This paper aims to use different machine learning (ML) algorithms for the prediction of inverse kinematic solutions in parallel manipulators (PMs) to overcome the computational…
Abstract
Purpose
This paper aims to use different machine learning (ML) algorithms for the prediction of inverse kinematic solutions in parallel manipulators (PMs) to overcome the computational difficulties and approximations involved with the analytical methods. The results obtained from the ML algorithms and the Denavit–Hartenberg (DH) approach are compared with the experimental results to evaluate their performances. The study is performed on a novel 6-degree of freedom (DoF) PM that offers precise motions with a large workspace for the end effector.
Design/methodology/approach
The kinematic model for the proposed 3-PPSS PM is obtained using the modified DH approach and its inverse kinematic solutions are determined using the Levenberg–Marquardt algorithm. Various prediction algorithms such as the multiple linear regression, multi-variate polynomial regression, support vector, decision tree, random forest regression and multi-layer perceptron networks are applied to predict the inverse kinematic solutions for the manipulator. The data set required to train the network is generated experimentally by recording the poses of the end effector for different instantaneous positions of the slider using the concept of ArUco markers.
Findings
This paper fully demonstrates the possibility to use artificial intelligence for the prediction of inverse kinematic solutions especially for complex geometries.
Originality/value
As the analytical models derived from the geometrical method, Screw theory or numerical techniques involve approximations and needs more computational power, it is not advisable for real-time control of the manipulator. In addition, the data set obtained from the derived inverse kinematic equations to train the network may lead to inaccuracies in the predicted results. This error may generate significant deviations in the end-effector position from the desired position. The present work attempts to resolve this issue by proposing a camera-based approach that uses ArUco library and ML algorithms to create the data set experimentally and predict the inverse kinematic solutions accurately.
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Syed Marwan, Suhaiza Ismail, Engku Rabiah Adawiah Engku Ali and Mohamed Aslam Mohamed Haneef
The purpose of the paper is twofold. Firstly, this study aims to investigate the factors influencing stakeholders’ intention to invest in Shariah-compliant social impact bonds (SC…
Abstract
Purpose
The purpose of the paper is twofold. Firstly, this study aims to investigate the factors influencing stakeholders’ intention to invest in Shariah-compliant social impact bonds (SC SIBs) in Malaysia. Secondly, this study compares the differences in the perception of different stakeholders on the importance of the factors.
Design/methodology/approach
Using the extended theory of planned behaviour, the study undertakes a questionnaire survey on licensed capital market investors and individuals involved in the development of the financial market (developers). A total of 260 complete and valid responses were obtained from the survey. Multiple regression and Mann–Whitney tests were carried out to achieve the two objectives, respectively.
Findings
The results reveal that attitude (β = 0.447, p < 0.01), subjective norm (SN) (β = 0.255, p < 0.01) and moral norm (MN) (β = 0.163, p < 0.01) are significantly positive predictors of intention to invest in SC SIBs. In terms of the differences in the perceptions of the two parties, the results show that the factors have more effect towards developers than investors.
Originality/value
The empirical evidence from this study on the factors that influence stakeholders’ participation in SC SIBs is useful to the policymakers and interested parties in taking the next steps to develop, implement and promote SC SIBs to stakeholders in Malaysia. Fund managers can use the study’s insights to promote positive attitudes, SNs and MNs towards SC SIBs, especially targeting developers who are more influenced by these factors. More importantly, the results indicate a need for different strategies to influence the stakeholder investment behaviour of SC SIB in Malaysia to ensure that it is sustainable and viable in the long run.
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Xiaojie Xu and Yun Zhang
Forecasts of commodity prices are vital issues to market participants and policy makers. Those of corn are of no exception, considering its strategic importance. In the present…
Abstract
Purpose
Forecasts of commodity prices are vital issues to market participants and policy makers. Those of corn are of no exception, considering its strategic importance. In the present study, the authors assess the forecast problem for the weekly wholesale price index of yellow corn in China during January 1, 2010–January 10, 2020 period.
Design/methodology/approach
The authors employ the nonlinear auto-regressive neural network as the forecast tool and evaluate forecast performance of different model settings over algorithms, delays, hidden neurons and data splitting ratios in arriving at the final model.
Findings
The final model is relatively simple and leads to accurate and stable results. Particularly, it generates relative root mean square errors of 1.05%, 1.08% and 1.03% for training, validation and testing, respectively.
Originality/value
Through the analysis, the study shows usefulness of the neural network technique for commodity price forecasts. The results might serve as technical forecasts on a standalone basis or be combined with other fundamental forecasts for perspectives of price trends and corresponding policy analysis.
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Although managing global change is one of the key competencies demanded of global leaders, it is one of the most under-researched topics in the field (Lane, Spector, Osland, &…
Abstract
Although managing global change is one of the key competencies demanded of global leaders, it is one of the most under-researched topics in the field (Lane, Spector, Osland, & Taylor, 2014). This chapter shares findings from a recent qualitative study that examined how global business leaders navigate complex global changes. Data were collected from 23 global business executives working for 20 unique global enterprises, in 12 different functions, through a pre-interview participant qualifying profile, an in-depth semi-structured interview, and follow-up verification. Findings reveal that global business executives are contextual leaders who juggle both global task and global relationship complexities. The paradox is the process they employ to navigate continuous change, enabled by sensemaking. Finally, as agile learners, they prove that the global leadership capabilities required to navigate paradox can be learned.
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Claretha Hughes, Lionel Robert, Kristin Frady and Adam Arroyos
Many factors may influence the training and development of middle-skill, low-skill, and disadvantaged workers. Within the United States and worldwide there are many…
Abstract
Many factors may influence the training and development of middle-skill, low-skill, and disadvantaged workers. Within the United States and worldwide there are many middle-skilled, low-skilled, and disadvantaged workers whom training and development professionals must consider as organizations seek to expand their workforce and increase productivity using technology. Temporary agencies employ many middle-skilled, low-skilled, and disadvantaged workers; however, there is very little information regarding how effective these agencies are in developing these workers beyond the skill level with which they enter the agency.