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Article
Publication date: 30 March 2020

Andy Wei Hao, Xin Liu, Michael Hu and Xiaoling Guo

The paper examines the cultural differences in consumers' evaluations of vertical brand extensions.

662

Abstract

Purpose

The paper examines the cultural differences in consumers' evaluations of vertical brand extensions.

Design/methodology/approach

A 2 (extension types: upward, downward) × 2 (nationality: USA, China) × 2 (ownership: owner, non-owner) between-subjects design with thinking styles as a covariate was employed to test consumers' evaluations of vertical brand extensions. A total of 228 subjects from the US and 194 from China participated in the two experimental studies.

Findings

The paper finds that consumers prefer downward extensions to upward extensions. Furthermore, Chinese consumers have even more favorable evaluations of downward extension products than do American consumers. In addition, analytic thinkers exhibit a stronger ownership effect than holistic thinkers.

Originality/value

The research contributes to the understanding of culture differences in vertical brand extension evaluations.

Details

Cross Cultural & Strategic Management, vol. 27 no. 2
Type: Research Article
ISSN: 2059-5794

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Article
Publication date: 10 February 2023

Ying Zhu, Yong Wang, Joicey Wei and Andy Hao

Few studies illustrate how contextual effects (e.g. assimilation and contrast) in pay-per-click ad design may impact consumers' attitudes and purchase intention. To fill this…

694

Abstract

Purpose

Few studies illustrate how contextual effects (e.g. assimilation and contrast) in pay-per-click ad design may impact consumers' attitudes and purchase intention. To fill this research gap, the authors provide theoretical predictions and empirical evidence on how ad design may prompt an assimilation and/or a contrast effect that may influence consumers' attitudes toward the ad and the brand and purchase intention. They also investigate whether the impact of contextual effects on consumers' decisions depends on the level of vividness in the ad.

Design/methodology/approach

A 2 (vividness: dynamic motion vs. static page) × 2 (information design: assimilation vs. contrast) × 2 (aesthetic design: assimilation vs. contrast) between-subjects experimental design is used to examine the effects of vividness, information design and aesthetic design. Conditional process analysis is used to assess the mediating role of attitudes toward the ad and the brand in the relationship between contextual effects and purchase intention.

Findings

For dynamic ads (i.e. high vividness) but not for static ads (i.e. low vividness), combined information contrast and aesthetic contrast designs generate a more favorable attitude toward the brand and a higher purchase intention than do combined information assimilation and aesthetic assimilation designs. Notably, combined information contrast and aesthetic contrast designs have the strongest effects than any other combination of assimilation and contrast designs of information and aesthetics. Attitudes toward the ad and the brand are significant mediators between contextual factors and intention to purchase.

Research limitations/implications

The study examines the effectiveness of online ads from a new theoretical angle based on the attributes of pay-per-click ads.

Practical implications

The results suggest that when advertisers decide to use dynamic ads, they should adopt a contrast design for both the ad information and its aesthetics.

Originality/value

This study fills a research gap in the contextual effects literature, including providing evidence of an underlying process in the relationship between certain contextual effects and purchase intent. It also extends previous findings of assimilation/contrast in information design to aesthetics design and advances the literature on vividness by examining a moderation effect of vividness.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 6
Type: Research Article
ISSN: 2040-7122

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Abstract

Details

Journal of Consumer Marketing, vol. 30 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

Available. Content available
712

Abstract

Details

Journal of Consumer Marketing, vol. 30 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 28 June 2011

Xiaoling (Martine) Guo, Andy Wei Hao and Xiaoyan Shang

The purpose of this paper is to examine consumers' perception of brand functions in an emerging market: China. The study also aims to investigate the impact of brand functions on…

6939

Abstract

Purpose

The purpose of this paper is to examine consumers' perception of brand functions in an emerging market: China. The study also aims to investigate the impact of brand functions on brand loyalty.

Design/methodology/approach

A two‐phase study was conducted. The first phase consisted of 15 personal in‐depth interviews while the structured questionnaires were used to collect data in the second stage and a total of 256 consumers participated in this study.

Findings

The study finds general support that consumer perceives both utilitarian and expressive functions of the brand. Specifically, the results of the research show that for Chinese consumers, brands accomplish various functions such as “recall of past experiences”, “quality sign” and “identify”. Moreover, “recall of past experiences” is a unique brand function for Chinese consumers and has a positive impact on brand loyalty.

Originality/value

To the authors' knowledge, this paper is the first to shed light on examining consumer perceptions of brand functions in the Chinese market.

Details

Journal of Consumer Marketing, vol. 28 no. 4
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 22 August 2022

Zhen Huang, Yidan Zhu, Andy Hao and Jia Deng

This paper aims to examine the relationship between social presence and consumer purchase intention in the context of livestreaming commerce and test the mediating role of…

4930

Abstract

Purpose

This paper aims to examine the relationship between social presence and consumer purchase intention in the context of livestreaming commerce and test the mediating role of immersive experience and the moderating role of positive emotions.

Design/methodology/approach

The authors used a convenience sampling method to select 408 college students from a university in Ganzhou as the participants. They employed structural equation modeling to test the hypotheses, as well as Hayes' PROCESS to test the mediation and moderation effects.

Findings

The authors found that immersion experiences partially mediate the relationship between social presence and consumers' purchase intentions and positive emotions moderate the “social presence–immersion experience–consumer purchase intentions” path. Therefore, social presence constitutes a moderating mediating effect on consumer purchase intentions.

Practical implications

This study offers meaningful insights into how livestreamers and e-retailers can stimulate consumers' buying behavior in livestreaming environments. E-commerce platforms should strengthen consumer interactions and increase consumers' perceptions of social presence. In addition, companies should meet the social and psychological needs of consumers and generate positive emotional resonance.

Originality/value

This research sheds light on the effect of social presence on consumer purchase intentions in livestreaming commerce and extends the social presence literature by investigating the mediation mechanism of immersive experience.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

Available. Content available
Book part
Publication date: 2 December 2024

Abstract

Details

Effective Practices in AI Literacy Education: Case Studies and Reflections
Type: Book
ISBN: 978-1-83608-852-3

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Article
Publication date: 2 March 2015

Martin Aruldoss, Miranda Lakshmi Travis and V. Prasanna Venkatesan

Bankruptcy is a financial failure of a business or an organization. Different kinds of bankruptcy prediction techniques are proposed to predict it. But, they are restricted as…

2056

Abstract

Purpose

Bankruptcy is a financial failure of a business or an organization. Different kinds of bankruptcy prediction techniques are proposed to predict it. But, they are restricted as techniques in predicting the bankruptcy and not addressing the associated activities like acquiring the suitable data and delivering the results to the user after processing it. This situation demands to look for a comprehensive solution for predicting bankruptcy with intelligence. The paper aims to discuss these issues.

Design/methodology/approach

To model Business Intelligence (BI) solution for BP the concept of reference model is used. A Reference Model for Business Intelligence to Predict Bankruptcy (RMBIPB) is designed by applying unit operations as hierarchical structure with abstract components. The layers of RMBIPB are constructed from the hierarchical structure of the model and the components, which are part of the reference model. In this model, each layer is designed based on the functional requirements of the Business Intelligence System (BIS).

Findings

This reference model exhibits the non functional software qualities intended for the appropriate unit operations. It has flexible design in which techniques are selected with minimal effort to conduct the bankruptcy prediction. The same reference model for another domain can be implemented with different kinds of techniques for bankruptcy prediction.

Research limitations/implications

This model is designed using unit operations and the software qualities exhibited by RMBIPB are limited by unit operations. The data set which is applied in RMBIPB is limited to Indian banks.

Originality/value

A comprehensive bankruptcy prediction model using BI with customized reporting.

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Book part
Publication date: 2 December 2024

Abstract

Details

Effective Practices in AI Literacy Education: Case Studies and Reflections
Type: Book
ISBN: 978-1-83608-852-3

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Article
Publication date: 16 April 2018

Haoyang Song, Fangwei Zhu, Ole Jonny Klakegg and Peng Wang

Due to the increasing risk and uncertainty of construction projects, contractual flexibility has been considered as an effective tool to cope with emergences and to promote…

1045

Abstract

Purpose

Due to the increasing risk and uncertainty of construction projects, contractual flexibility has been considered as an effective tool to cope with emergences and to promote cooperation between owners and contractors. However, in practice, owners often failed to build an efficient cooperative relationship via contracts, resulting in a lacking of appropriate justice. Furthermore, due to a lack of available empirical research, the influence of contractual flexibility on the cooperative behavior of contractors requires further investigation. The purpose of this paper is to fill this gap by conducting empirical research from the perspective of justice perception.

Design/methodology/approach

A theoretical model was developed and a series of hypotheses were proposed. Then, partial least squares structural equation modeling analyses were conducted on a sample of 188 respondents.

Findings

The results show that contractual content and executing flexibility both have a positive influence on the cooperative behavior of a contractor, which was partially mediated by distribution, procedural, and interactional justice perceptions. Moreover, content flexibility has a significant impact on all three types of justice perception, and the execution of flexibility has more impact on interactional justice compared to other justice perceptions.

Originality/value

The findings contribute to an improved understanding of how contractual flexibility affects the cooperative behavior of contractors, indicating that the owner could develop a fair exchange relationship through flexible contracting and motivation of the other party.

Details

International Journal of Managing Projects in Business, vol. 11 no. 2
Type: Research Article
ISSN: 1753-8378

Keywords

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