Catherene Julie Aarthy C., Rajkumar N., V.P. Sriram, Badrinarayanan M.K., K. Bhavana Raj and Rajan Patel
The purpose of this paper used for catastrophe and pandemic preparedness was the craft of machine learning calculations. ML is the latest globe learning technique to assist in the…
Abstract
Purpose
The purpose of this paper used for catastrophe and pandemic preparedness was the craft of machine learning calculations. ML is the latest globe learning technique to assist in the identification and remediation of medical care catastrophes.
Design/methodology/approach
To the greatest extent possible, countries are terrified about debacles and pandemics, which, all in all, are exceptionally improbable occurrences. When health emergencies arise on the board, several issues arise for the medical team because of the lack of accurate information from numerous diverse sources, which is required to be available by suitable professionals.
Findings
Thus, the current investigation’s main objective is to demonstrate a structure that is dependent on the incorporation of recent advances, the Internet of Things and large information and which can settle this issue by using machine learning (ML) in all stages of catastrophe and providing accurate and compelling medical care.
Originality/value
The system upholds medical services characters by empowering information to be divided between them, enabling them to perform insightful estimations and enabling them to find significant, legitimate and precise patterns that are required for functional arrangement and better readiness in the event of crises. It is possible that the results of the system’s work may be used by the executives to assist chiefs in differentiating and forecasting the wellbeing repercussions of the fumbles.
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Innovation in service, procedure and product design is essential for long-term success in today's fast-paced and cutthroat hospitality sector. This study aims to learn how…
Abstract
Innovation in service, procedure and product design is essential for long-term success in today's fast-paced and cutthroat hospitality sector. This study aims to learn how innovation may revolutionise the hospitality sector and lead to memorable guest experiences.
The research delves into new ways of thinking about service design, emphasizing how to create engaging and individual customer experiences (CXs). In order to stand out in a crowded hospitality market and keep up with customers' ever-changing demands, businesses in the industry are experimenting with new approaches to service, like co-creation, personalisation and experience design.
The study also digs into process innovation in the hotel industry, looking at how the latest tech and automation are helping to streamline processes and boost productivity. Reservation systems, guest check-in and check-out, cleaning and supply chain management are just a few areas that get studied. The study delves into how thoughtful product design may enrich visitors' hotel stays. It explores new and interesting services like in-room entertainment, eco-friendly building techniques and creative cuisine. The study investigates how these unique items affect customers' opinions of the products' worth, satisfaction and loyalty.
Methods such as in-depth interviews with experts, guest surveys and the examination of case studies highlighting cutting-edge design in the hospitality industry are all part of the research strategy. This project seeks to provide useful insights and recommendations for hospitality firms that want to adopt innovative service, process and product design methods by analysing real-world instances and gathering empirical data.
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Vishag Badrinarayanan, Deva Rangarajan, Christine Lai-Bennejean, Melanie Bowen and Timo Arvid Kaski
Although organizations are investing heavily in digital transformation (DT) of the sales function, implementation and exploitation at the sales force level are ongoing challenges…
Abstract
Purpose
Although organizations are investing heavily in digital transformation (DT) of the sales function, implementation and exploitation at the sales force level are ongoing challenges. As sales managers serve as conduits of influence between top management and the sales force, the success of strategic initiatives, such as DT, hinges heavily on leveraging their influence to promote change adoption at the sales force level. Accordingly, this research is guided by the research question: how can sales organizations secure the buy-in of sales managers and induce their championing behaviors directed toward the sales force?. The purpose of this paper is to investigate how organizational and psychological resources influence sales managers' DT change champion through their change readiness.
Design/methodology/approach
Construing DT in sales as an organizational change that creates contextual job demands, the theoretical framework offers several hypotheses linking organizational and personal resources with sales managers’ change readiness and championing behaviors. The perceived impact of change is included as a moderating variable. Using data from a sample of 176 business-to-business sales managers, the hypotheses are tested using partial least squares structural equation modeling.
Findings
The authors demonstrate that two change-related organizational resources (change communication and change mobilization) and a personal psychological resource (psychological capital) facilitate sales managers’ emotional and cognitive change readiness, which, in turn, enhances their championing behaviors toward DT initiatives. Further, the authors find that perceived change impact augments the effects of organizational and psychological resources on change readiness, thus highlighting the importance of effective positioning of the outcomes of change.
Practical implications
This study provides practitioners with actionable guidance on securing the buy-in of sales managers for change initiatives such as DT. Specifically, communication and mobilization are critical inducements. Managers who score high on psychological capital can be targeted as change agents. Further, the impact of change needs to be framed positively, as the resultant perceptions magnify the effects of organizational resources.
Originality/value
While prior research has examined salespeople’s response to change, very little is known about the antecedents of change readiness and championing behavior among sales managers. Based on the results, the authors identify theoretical and managerial implications as well as future research directions.
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This paper gives a review of the finite element techniques (FE) applied in the area of material processing. The latest trends in metal forming, non‐metal forming, powder…
Abstract
This paper gives a review of the finite element techniques (FE) applied in the area of material processing. The latest trends in metal forming, non‐metal forming, powder metallurgy and composite material processing are briefly discussed. The range of applications of finite elements on these subjects is extremely wide and cannot be presented in a single paper; therefore the aim of the paper is to give FE researchers/users only an encyclopaedic view of the different possibilities that exist today in the various fields mentioned above. An appendix included at the end of the paper presents a bibliography on finite element applications in material processing for 1994‐1996, where 1,370 references are listed. This bibliography is an updating of the paper written by Brannberg and Mackerle which has been published in Engineering Computations, Vol. 11 No. 5, 1994, pp. 413‐55.
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Jin-Feng Wu, Ya Ping Chang, Jun Yan and De-Lin Hou
The purpose of this paper is to understand how two online marketing orientations of land-based retailers in product category and price could change retail brand attitude when…
Abstract
Purpose
The purpose of this paper is to understand how two online marketing orientations of land-based retailers in product category and price could change retail brand attitude when retail brand familiarities differ.
Design/methodology/approach
This paper proposes a research model with two orientations in product category and price as antecedents of retail brand attitude change and retail brand familiarity as a moderator. Empirical data were collected from 684 shoppers across three land-based retailers to test the research hypotheses.
Findings
Both orientations in product category and price can improve customers’ retail brand attitudes. Retail brand familiarity plays a significant moderator in some of the situations. Online-offline product category congruence and online-prototypical price congruence have significantly positive effects on retail brand attitude change whether retail brand familiarity is high or low. The effect of online-offline price congruence is significant only among high-familiarity customers, while the effect of online-prototypical product category congruence is found to be significant only among low-familiarity customers.
Research limitations/implications
The study identifies the moderating effects of retail brand familiarity on the relationships between two online marketing orientations in product category and price and retail brand attitude change. Based on the moderating effects, this study will help researchers to better understand the effectiveness of two online marketing orientations subject to varying degrees of retail brand familiarity in a multichannel retailing context.
Practical implications
The findings of this study can guide land-based retailers to focus on the right orientations in product category and price to improve customers’ attitudes toward the retail brand when existing or new customers are targeted.
Originality/value
This study provides a first study to empirically assess the change in retail brand attitude prompted by homogenous and prototypical orientations in product category and price and subject to varying degrees of retail brand familiarity. Overall, the results offer insights of how land-based retailers could manage their overall performance by designing more effective online product category and pricing strategies for existing or new customers.
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Vishag Badrinarayanan and Jeremy J. Sierra
Understanding consumer engagement in brand-centric collectives remains a critical area of interest in the branding literature. Although various antecedents have been examined in…
Abstract
Purpose
Understanding consumer engagement in brand-centric collectives remains a critical area of interest in the branding literature. Although various antecedents have been examined in prior research, members’ perceptions regarding how society evaluates such collectives remain under-explored. Focusing on brand tribes as the focal brand-centric consumer collective, the aim of this research is to examine and replicate the effects of inferences regarding societal approval (i.e. reputation, stigma and legitimacy) on members’ commitment to the tribe and brand tribalism.
Design/methodology/approach
Two distinct video game communities – one typically described in research and media as mainstream (Study 1; N = 242) and the other as deviant (Study 2; N = 926) – are used for data collection. Structural equation modeling is used to test hypotheses.
Findings
Interestingly, the significance and the direction of the paths differ meaningfully for these samples. For the mainstream community, reputation relates positively to legitimacy, while stigma relates inversely to both legitimacy and commitment. For the deviant community, reputation relates positively to legitimacy, while stigma relates positively to both legitimacy and commitment. For the mainstream community, reputation relates positively to commitment; for the deviant community, this relationship is non-significant. In turn, positive effects are found for legitimacy and commitment on brand tribalism (mainstream community) and for commitment on brand tribalism (deviant community).
Research limitations/implications
Using data from video gamers within mainstream and deviant communities may constrain external validity. As effect sizes in this setting are cognized, researchers have additional benchmarks for future brand tribalism research.
Practical implications
Perceived societal approval influences engagement in brand communities, albeit in different ways depending on the type of community. Therefore, perceptions of societal approval among current and potential brand community members must be acknowledged and understood by marketers. Within mainstream and deviant video game communities, such tribal-laden following exists. By further understanding determinants of brand tribalism, marketers and brand managers are in a better position to devise adroit strategies that appeal to targeted consumers, thereby boosting brand value.
Originality/value
Conceptualizing brand tribalism anthropologically, this study adds to the branding literature by examining cardinal, brand community/tribe-linked antecedents of brand tribalism, whereas previous study explores brand tribalism from the perspective of members’ evaluation of focal brands and existing community members. This investigation is fixated on members’ perceptions of societal impressions of the brand tribe, offering novel insight to brand tribe formation. Further, although pure replication is pursued, the results of the path analysis between the mainstream and deviant community samples vary, suggesting not all tribes are formed equally even within the same industry/context.
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Many enterprises recognize that social media is a valuable source of information propagation for brands. Using the self-congruity and social identity theories as theoretical…
Abstract
Purpose
Many enterprises recognize that social media is a valuable source of information propagation for brands. Using the self-congruity and social identity theories as theoretical bases, the purpose of this paper is to develop an integrated conceptual model and explore the effects of brand-evangelism-related behavioral decisions of enterprises on virtual community members.
Design/methodology/approach
This study targeted community members who had purchased a specific cosmetic brand’s products and had been members of an official brand fan page for at least one year. Using a survey of 488 valid samples and structural equation modeling was used to conduct path analyses.
Findings
The results indicated that seven hypothetical paths were supported and exhibited desirable goodness of fit. Value congruity can be used to explain effects of dual identification on various relationships. Relationships among variables of brand evangelism are not independent. Specifically, the effect of brand purchase intentions on positive brand referrals is higher than that on oppositional brand referrals.
Practical implications
The findings can help brand community managers to adopt innovative and effective strategies to gain community members’ identification and maintain a desirable relationship between business and community members. In addition, this study should help marketers to increase the opportunity of maximizing the brand evangelism effect.
Originality/value
This study contributes to the understanding for multiple perspectives of value congruity and adopts the extension viewpoint to understand community members not only have brand value and self-congruity problems but also have community membership goals and values related to the fit problem.
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Fereshteh Zihagh, Masoud Moradi and Vishag Badrinarayanan
Adopting a brand prominence perspective, this study aims to examine how textual and visual brand elements influence the success of crowdfunding campaigns for aftermarket offerings.
Abstract
Purpose
Adopting a brand prominence perspective, this study aims to examine how textual and visual brand elements influence the success of crowdfunding campaigns for aftermarket offerings.
Design/methodology/approach
A Python-based Web scraper was used to collect data from 620 crowdfunding campaigns for aftermarket offerings hosted on Kickstarter. The linguistic inquiry and word count application programing interface was then used to analyze the linguistic aspects of these campaigns. A fixed effects regression model was used to evaluate the hypotheses.
Findings
Textual and visual brand prominence are positively associated with campaign success. Further, with some variations, both types of brand prominence augment the positive effects of narrative and graphic design elements on campaign success.
Research limitations/implications
This study makes novel theoretical contributions to the literature on branding, crowdfunding and aftermarket products. The results also provide practical insights to aftermarket enterprises on creating compelling crowdfunding campaigns.
Originality/value
By analyzing the direct and synergistic effects of branding, narrative and graphic design elements on crowdfunding success, this study extends various literature streams and identifies several future research opportunities.
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Maria Eugenia Ruiz-Molina, Miguel-Ángel Gómez-Borja and Alejandro Mollá-Descals
One key issue to be addressed in multichannel retailing strategies has to do with ensuring the consistency of the retailer offerings between the brick-and-mortar and the online…
Abstract
Purpose
One key issue to be addressed in multichannel retailing strategies has to do with ensuring the consistency of the retailer offerings between the brick-and-mortar and the online stores to offer their customers a seamless experience. This study assesses whether perceived congruence may be relevant to identify segments of heterogeneous based on their online loyalty levels as well as other constructs and variables related to the customer relationship with the retailer for two different product categories.
Design/methodology/approach
From the responses of apparel and electronics multichannel shoppers to an online survey, a CHAID algorithm was performed to identify the most relevant congruence attribute(s) perceived by customers for predicting their loyalty levels toward the online store.
Findings
The results have allowed the identification of five segments of online shoppers, both for apparel and for electronics retailing, so that customers showing the highest scores in all congruence attributes also showed a higher loyalty toward the online store.
Research limitations/implications
This study presents a first insight into the link between perceived congruence and online loyalty in retailing using a CHAID segmentation-based approach by differentiating various dimensions of perceived congruence for two product categories.
Practical implications
The results obtained allow for inferring a series of strategies and actions that retailers can adopt for improving perceived congruence between physical and online stores along with a series of dimensions, and ultimately, increase online loyalty.
Originality/value
As the interest of the literature on perceived congruence between offline and online stores is relatively recent, this exploratory research contributes to shedding light on the implications of specific congruence dimensions between the offline and the online store in terms of consumer online loyalty in all multicategory setting.
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Omar S. Itani, Vishag Badrinarayanan and Deva Rangarajan
This study aims to develop and test a process model of the effect of social media use by business-to-business (B2B) salespeople on their value cocreation and cross/upselling…
Abstract
Purpose
This study aims to develop and test a process model of the effect of social media use by business-to-business (B2B) salespeople on their value cocreation and cross/upselling performance. Adopting a research acquisition perspective, the authors claim that salesperson’s social media use is critical for generating social capital – an operant resource characterized by superior market knowledge, reputation and networking – which, in turn, directly and synergistically enhances value cocreation and cross/upselling outcomes.
Design/methodology/approach
A model is developed based on extant sales research on salesperson’s social media use and social capital theory. Data from B2B salespeople is analyzed using structural equation modeling to test the proposed hypotheses.
Findings
The results demonstrate that salespeople’s social media use enhances their social capital with support for direct effects on market knowledge and reputation, and indirect effect on networking. The results also show that the three aspects of social capital drive value cocreation, which enhances cross/upselling performance. Post hoc analysis shows the indirect effects of salesperson’s social media use as well as the interconnected effects of the aspects of social capital on value cocreation.
Practical implications
The study indicates that salespeople should be encouraged to use social media as a means for enhancing market knowledge and reputation, which can then be leveraged to build networking skills. Providing training to salespeople and coaching them on how to build their social capital is essential if organizations need to capitalize on novel ways to improve the value cocreation performance of their sales teams.
Originality/value
This study demonstrates how salespeople’s social media use can enhance their social capital, which, in turn, is critical for value cocreation and cross/upselling performance. The proposed framework opens opportunities for future studies to examine the role of salesperson social capital and value cocreation in B2B exchanges.