Ronald E. Goldsmith and Barbara A. Lafferty
The purpose of the present study was to test four hypotheses regarding the effects of viewing Web sites on Internet advertising. We surveyed a convenience sample of 329…
Abstract
The purpose of the present study was to test four hypotheses regarding the effects of viewing Web sites on Internet advertising. We surveyed a convenience sample of 329 undergraduate students, asking them to recall brand names seen on the Internet, to describe perceived advantages and disadvantages of online advertising, and to recall ads encountered in all media and whether they liked these or not. Visiting Web sites appeared to increase aided recall of brands seen on the Internet and to improve consumers’ views of the brand. Consumers who felt that Web sites improved their perceptions of brands saw more advantages in Web advertising, but they perceived more disadvantages as well. Finally, the consumers appeared to like TV and magazine ads more than the ads they recalled seeing on the Internet. The findings present a complex picture of Internet advertising that should be useful to online advertisers.
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Barbara A. Lafferty and G. Tomas M. Hult
A great deal of attention has been devoted to the concept of market orientation in marketing academe and practice. Numerous perspectives have been proposed as researchers endeavor…
Abstract
A great deal of attention has been devoted to the concept of market orientation in marketing academe and practice. Numerous perspectives have been proposed as researchers endeavor to conceptualize the market orientation construct and implement it in practice. Presents a conceptual framework that integrates five recently advanced perspectives on market orientation (Deshpande, Farley, and Webster; Kohli and Jaworski; Narver and Slater; Ruekert; Shapiro). The similarities and differences are reviewed and a synthesized conceptualization of market orientation is offered, followed by a discussion of market orientation as a managerial versus cultural phenomenon to achieving a competitive advantage.
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Raija Komppula and Helen Reijonen
The purpose of this study was to identify those factors that are supposed to be the most important in terms of small business success in tourism industry. The empirical data is…
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The purpose of this study was to identify those factors that are supposed to be the most important in terms of small business success in tourism industry. The empirical data is collected within one region in Finland. The respondents were asked to evaluate the importance of the given factors for the firm's success and how highly the respondent evaluated the company's expertise in each factor in their operations. Questionnaires were sent by mail to a total of 214 tourism businesses. The final response rate was 43% (92 businesses). According to the analysis of the data, the respondents emphasise the importance of customer orientation, good skills in leadership, internal marketing and a good reputation of the firm and the product. The impact of external advice (incubators, consultants, research organisations) was evaluated as the least important factor of success. So, market orientation seems to play a key role in the performance of small and micro tourism firms. Customer orientation is also well mastered according to the businesses. The greatest development needs would be in the areas of price and accessibility, as well as in customer orientation. The results of this study indicate that there are no statistically significant differences in the views held by slowly or fast growing tourism businesses regarding the importance of the success factors. The same factors are considered important and less important in both slowly and fast growing businesses. Neither were there any statistically significant differences in these businesses as to the expertise in these success factors.
Akansha Singh and Govind Swaroop Pathak
The recent development in the scholarship of cause-related marketing (CRM) highlights the growing popularity of this field of research. CRM is one of the forms of communicating…
Abstract
Purpose
The recent development in the scholarship of cause-related marketing (CRM) highlights the growing popularity of this field of research. CRM is one of the forms of communicating corporate social responsibility (CSR). Although CSR is being extensively studied as a field of research, researchers have made limited efforts to review the development and progression of CRM research. Being an embryonic research field, a deeper understanding of the current state of CRM research and future research propositions is required. This study aims to fill this gap by providing a bibliometric review of the CRM research published in the Web of Science (WoS) database.
Design/methodology/approach
A bibliometric literature review has been conducted of the papers published in WoS database to map the field of research in CRM. Various techniques, namely, citation analysis, co-citation analysis, co-authorship analysis, co-occurrence analysis and bibliographic coupling have been incorporated, and analysis has been provided.
Findings
The findings highlight the important themes and research areas focused by CRM researchers. The study throws light on the important research avenues present in the field of CRM.
Originality/value
The findings offer both academic and practical implications. The present study is a novel study exploring the scholarship of CRM using the bibliometric analysis technique.
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Jaskirat Singh Rai, Anish Yousaf, Maher N. Itani and Amanpreet Singh
This study aims to examine the influence of five sports celebrity personality (SCP) attributes – attractiveness, expertise level, credibility, trustworthiness and character – on…
Abstract
Purpose
This study aims to examine the influence of five sports celebrity personality (SCP) attributes – attractiveness, expertise level, credibility, trustworthiness and character – on consumers' purchase intentions (CPI). It identifies celebrity brand congruence (CBC), endorsed brand celebrity (EBC) and transfer of brand image (TBI) as antecedents of CPI.
Design/methodology/approach
The purposive sampling technique was used to collect the data from 838 respondents. This study developed a multidimensional construct for SCP. The covariance-based structural equation modeling (SEM) technique was used to examine the relationship between SCP and the endorsed brand. The study used CBC as a mediator and EBC and TBI as partial mediators. The direct and indirect effect of SCP on CPI was investigated using CBC, EBC and TBI as mediators.
Findings
This study supports the importance of three antecedents (i.e. CBC, EBC and TBI) on CPI. It finds congruence across SCP and CBC variables, and a positive impact of SCP on EBC and TBI variables. Also, it exhibits a significant direct effect of CBC on EBC and TBI, whereas the direct effect of CBC on CPI is not substantial. The indirect effect of CBC through mediating variables EBC and TBI found to be significant.
Research limitations/implications
This study concludes that sports celebrity endorsement is essential to transfer the positive celebrity image to the endorsed brand image. However, it is not merely sufficient to influence the buyers' purchase conduct; the brand credibility additionally assumes to take a role in changing their behavioral intentions.
Originality/value
This study contributes to the sports marketing literature by its novelty in analyzing the sports celebrity personality at a multidimensional level. It uses SCP's different attributes as one construct and studies its impact on CPI by taking CBC, EBC and TBI as mediators. The results of this study equip sports management professionals with the knowledge to build better long-term relationships with consumers.
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Summer Newell, Sarah L. Cutrona, Megan Lafferty, Barbara Lerner, Anita A. Vashi, George L. Jackson, Allison Amrhein, Brynn Cole and Anaïs Tuepker
Innovation is widely desired within healthcare organizations, yet the efficacy of programs aimed at fostering it remain largely unassessed, with little consideration given to…
Abstract
Purpose
Innovation is widely desired within healthcare organizations, yet the efficacy of programs aimed at fostering it remain largely unassessed, with little consideration given to their effects on employee experience. The Veterans Health Administration (VA) innovators network (iNET) was established to provide organizational support to improve and reimagine patient care and processes across the VA. We evaluated participant perspectives on how iNET impacted workplace experience and fostered innovation.
Design/methodology/approach
Semi-structured interviews were conducted using purposive sampling to maximize diversity for program roles and site characteristics, reviewed using a rapid matrixed approach, then analyzed using a hybrid inductive/deductive approach that applied a theoretical framework of innovation supportive domains.
Findings
21 project investees, 16 innovation specialists and 13 leadership champions participated from 15 sites nationally. Most participants reported strongly positive impacts including feeling re-energized, appreciating new experiences and expanded opportunities for connecting with others, sense of renewed purpose, better relationships with leadership and personal recognition. Negative experiences included time constraints and logistical challenges. Participants’ experiences mapped frequently onto theorized domains of supporting a curious culture, creating idea pathways and porous boundaries, fostering/supporting catalytic leadership and supporting (role) diverse teams. The program’s delivery of ready resources was critically supportive though at times frustrating.
Originality/value
Participants’ experiences support the conclusion that iNET fosters innovation and positively impacts participating employees. In the post-pandemic context of unprecedented challenges of healthcare worker burnout and stress, effective innovation training programs should be considered as a tool to improve worker experience and retention as well as patient care.
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Barbara Jensen, Fatima Annan-Diab and Nina Seppala
The purpose of this paper is to develop a framework that describes and explains how corporate social responsibility (CSR) initiatives are perceived by customers and links customer…
Abstract
Purpose
The purpose of this paper is to develop a framework that describes and explains how corporate social responsibility (CSR) initiatives are perceived by customers and links customer perception to the notion of customer value perception. To explore customer value conception firstly, the perception of CSR initiatives is investigated; secondly, indications for the value-enhancing effects of CSR initiatives are studied, and finally, the varying effects which different value categories can have on customer attitudes and behaviour are extracted.
Design/methodology/approach
The data consists of 12 semi-structured interviews with customers of European telecommunication companies.
Findings
The results suggest that CSR initiatives, when communicated efficiently and considered as relevant by customers, will enhance two customer value categories: the extrinsic self-oriented value defined as efficiency and excellence and the intrinsic other-oriented value pertaining to ethics or spirituality. Enhancement of extrinsic self-oriented value imbeds the potential of CSR initiatives to affect customers’ purchase behaviour and thus strengthen ethical consumerism within the telecommunications industry.
Research limitations/implications
The main implication for research is a better understanding of the relationship between customer perception and customer value perception in the field of ethical consumerism. Focussing on one industry for the study can be named as a limitation.
Practical implications
As indicated by the research, results by customers prioritised CSR initiative can affect the customer value perception, mainly the extrinsic/self-oriented value. If the company is aiming to change customer behaviour and to strengthen ethical consumerism, it is important that the customer experience of CSR initiatives improve excellence (quality) and/or efficiency of the product/service.
Originality/value
This paper fulfils an identified need of research on how CSR initiatives can influence consumer behaviour.
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Pachayappan Murugaiyan and Venkatesakumar Ramakrishnan
Little attention has been paid to restructuring existing massive amounts of literature data such that evidence-based meaningful inferences and networks be drawn therefrom. This…
Abstract
Purpose
Little attention has been paid to restructuring existing massive amounts of literature data such that evidence-based meaningful inferences and networks be drawn therefrom. This paper aims to structure extant literature data into a network and demonstrate by graph visualization and manipulation tool “Gephi” how to obtain an evidence-based literature review.
Design/methodology/approach
The main objective of this paper is to propose a methodology to structure existing literature data into a network. This network is examined through certain graph theory metrics to uncover evidence-based research insights arising from existing huge amounts of literature data. From the list metrics, this study considers degree centrality, closeness centrality and betweenness centrality to comprehend the information available in the literature pool.
Findings
There is a significant amount of literature on any given research problem. Approaching this massive volume of literature data to find an appropriate research problem is a complicated process. The proposed methodology and metrics enable the extraction of appropriate and relevant information from huge quantities of literature data. The methodology is validated by three different scenarios of review questions, and results are reported.
Research limitations/implications
The proposed methodology comprises of more manual hours to structure literature data.
Practical implications
This paper enables researchers in any domain to systematically extract and visualize meaningful and evidence-based insights from existing literature.
Originality/value
The procedure for converting literature data into a network representation is not documented in the existing literature. The paper lays down the procedure to structure literature data into a network.