Search results

1 – 10 of 11
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 20 March 2017

Theo Lynn, Laurent Muzellec, Barbara Caemmerer and Darach Turley

This paper aims to provide a social network site influence (SNSI) profile of early adopters. This study explores the relationship between personality traits of early adopters of…

2285

Abstract

Purpose

This paper aims to provide a social network site influence (SNSI) profile of early adopters. This study explores the relationship between personality traits of early adopters of social network sites (SNS), their propensity to share information and rumors and their general SNSI.

Design/methodology/approach

An online survey was sent to the first users of Twitter (n = 200) and Google+ (n = 130) to assess their personality traits. Answers of each respondent were matched to their SNSI scores from Klout and PeerIndex, the industry standard for measuring SNSI.

Findings

Early adopters of SNS, in comparison to market mavens, are more likely to exert influence on one particular topic related to their profession: technology and the internet. Their levels of extraversion, openness and conscientiousness have a positive and significant impact on information sharing, and a negative impact on rumor sharing. Both, information sharing and rumor sharing have a positive and significant impact on the general SNSI of early adopters.

Originality/value

Firms struggle to decide whether to invest early in the life of newly created SNS as they are unsure about the characteristics of early adopters of such networks, and, more importantly, whether these sites are effective initial vectors for word-of-mouth. The findings demonstrate that early adopters’ influence (SNSI score) is on par with that of the rest of SNS users, suggesting their influence may be somewhat limited. The study also shows that the opinion leadership impact of the more influential early adopters is monomorphic in nature, being mainly confined to the related technology and internet domains.

Details

Journal of Product & Brand Management, vol. 26 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Access Restricted. View access options
Article
Publication date: 18 April 2023

Jacques Boulay, Barbara Caemmerer, Odile Chanut, Chaudey Magali and Muriel Fadairo

The authors conduct a structured analysis of the literature on the determinants of economic and financial franchise performance and develop an integrative framework that unifies…

353

Abstract

Purpose

The authors conduct a structured analysis of the literature on the determinants of economic and financial franchise performance and develop an integrative framework that unifies the literature from franchisor as well as franchisee perspectives.

Design/methodology/approach

53 relevant research articles on economic and financial franchise success published between 1976 and 2020 were identified. After providing an overview of the empirical methods and theoretical perspectives found in the literature, an original classification system of franchise success determinants was developed.

Findings

More than 50 different variables impacting economic or financial franchise success were identified and grouped into ten distinct categories. The most impactful categories are the franchise relationship, franchisee characteristics and capabilities, franchisor variables and the franchise environment. The study’s integrative framework illustrates not only the impact of these factors on franchise success, but also reveals which areas require more attention.

Research limitations/implications

As the study focused on understanding the determinants of franchise success, any measures related to franchise failure were excluded. Also, the role of venture capital and stock market listing as growth strategies in the franchise sector were excluded.

Practical implications

The study’s framework shows how the management of franchise success is complex and that franchise relationship, franchisee and franchisor variables as well as the franchise context need to be taken into account. It illustrates that there is a hierarchy with which these determinants should be prioritized.

Originality/value

The article proposes the first systematic review of the literature on the determinants of economic and financial franchise success. The contribution offers both, researchers and practitioners, new and useful insights for future knowledge development in the field.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

Access Restricted. View access options
Article
Publication date: 16 February 2021

Barbara Caemmerer, Jobst Goerne and Jay P. Mulki

In a banking context, this study applies uncertainty management theory (UMT) to test the impact of managerial indecisiveness on salespersons' trust in their manager, perceived…

999

Abstract

Purpose

In a banking context, this study applies uncertainty management theory (UMT) to test the impact of managerial indecisiveness on salespersons' trust in their manager, perceived role ambiguity and turnover intentions. In addition, the moderating role of managers' leadership style on the link between indecisiveness perceptions and role ambiguity is tested.

Design/methodology/approach

A questionnaire was distributed among customer facing employees from a multinational bank in one of the large metropolitan cities in India. In total, out of 360 questionnaires distributed, 255 responses were coded for analysis resulting in a response rate of 71%. Structural equation modeling, mediation and moderation analyses were applied.

Findings

Perceptions of managerial indecisiveness strengthen role ambiguity, which negatively impacts trust in the manager, which in turn increases turnover intentions. The level of participative leadership moderates the link between indecisiveness and role ambiguity.

Originality/value

This is one of the first studies in the sales literature that examines how managerial indecisiveness, role ambiguity and trust in the supervisor can impact salespersons' turnover intentions. Thus, this research makes a useful contribution by examining how managers' decision-making style can shape employee cognition and behavior at the workplace.

Details

International Journal of Bank Marketing, vol. 39 no. 6
Type: Research Article
ISSN: 0265-2323

Keywords

Access Restricted. View access options
Article
Publication date: 2 September 2013

Marc Prieto and Barbara Caemmerer

The automobile industry is a key contributor to the GDP in most developed countries. Whilst studies have mainly focused on new car markets, this research aims to investigate how…

11046

Abstract

Purpose

The automobile industry is a key contributor to the GDP in most developed countries. Whilst studies have mainly focused on new car markets, this research aims to investigate how consumers' socio-demographic profile impacts on the decision to buy used or new cars across different automobile segments.

Design/methodology/approach

The study focuses on a major car market in Europe, France. The data were obtained from the French Institute of Statistics (INSEE), consisting of a representative sample of 1,967 French households who bought a new or used car within a year of this study. The paper is based on random utility theory and applies multinomial logit modeling.

Findings

The findings suggest that economic, individual, household characteristics impact on car segment choice, as well as the decision of whether to buy a new or a used car.

Originality/value

This is one of the few studies investigating the demand for new and used cars in conjunction across car segments in a European context. It provides important insights into consumer choice in a mature market.

Details

International Journal of Retail & Distribution Management, vol. 41 no. 10
Type: Research Article
ISSN: 0959-0552

Keywords

Access Restricted. View access options
Article
Publication date: 25 October 2011

Nadine Henley, Sandrine Raffin and Barbara Caemmerer

This paper aims to explain how the principles of marketing can be applied to the planning and implementation of a social marketing campaign.

10542

Abstract

Purpose

This paper aims to explain how the principles of marketing can be applied to the planning and implementation of a social marketing campaign.

Design/methodology/approach

A wealth of secondary sources are reviewed and discussed, including academic literature, market research and campaign data.

Findings

The planning and implementation of social marketing campaigns is complex and requires a wide range of tasks. For one, the case study illustrates that identifying the right themes is crucial in order to reach the desired target audiences to create attitudinal and behavioural change. Further, a coherent implementation of the marketing mix is necessary in order to ensure campaign effectiveness over time. As social marketing campaigns often need to reach a wide range of audiences, the task of managing marketing initiatives in these contexts is more complex and requires constant evaluation in order to identify levels of effectiveness and areas for improvement over long periods of time.

Originality/value

Applies marketing theory to an interesting real‐life social marketing campaign and highlights the complexity of the tasks involved.

Details

Marketing Intelligence & Planning, vol. 29 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Access Restricted. View access options
Article
Publication date: 12 June 2009

Barbara Caemmerer

The purpose of this paper is to illustrate the tasks involved in the planning and implementation of integrated marketing communications using an interesting, real‐life case study.

34961

Abstract

Purpose

The purpose of this paper is to illustrate the tasks involved in the planning and implementation of integrated marketing communications using an interesting, real‐life case study.

Design/methodology/approach

A mix of secondary and primary research is used: analysis of academic literature, market research data and organisational data, as well as interviews conducted with members of the Renault Marketing Team.

Findings

The planning and implementation of integrated marketing communications is complex and involves a wide range of different management tasks. These include: situation analysis and identification of marketing communications opportunities; choosing the right marketing communications agency; campaign development and implementation, including the selection of the marketing communications mix, creative execution and media planning; campaign evaluation; planning of follow‐up campaigns; and managerial coordination between all tasks and parties involved to ensure integration of marketing communications initiatives throughout the campaign.

Originality/value

Applies marketing communications theories to a real‐life example and illustrates comprehensively the management tasks involved in the planning and implementation of integrated marketing communications campaigns. Provides hyperlinks and references to organisations and bodies relevant to the marketing communications industry as well as academic literature.

Details

Marketing Intelligence & Planning, vol. 27 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Access Restricted. View access options
Article
Publication date: 23 February 2010

Barbara Caemmerer and Alan Wilson

The purpose of this paper is to explore the antecedents and consequences of the implementation of different customer feedback mechanisms with regard to their contribution to…

7726

Abstract

Purpose

The purpose of this paper is to explore the antecedents and consequences of the implementation of different customer feedback mechanisms with regard to their contribution to organisational learning that leads to service improvement.

Design/methodology/approach

A critical case organisation is chosen to explore the link between the implementation of customer feedback mechanisms and organisational learning from a middle management and employee perspective. Method triangulation is adopted, gathering qualitative and quantitative data.

Findings

Organisational learning in relation to service improvement is influenced by the interplay between the way data are gathered through customer feedback mechanisms and implemented at a branch or business unit level. The implementation depends on attitudes of middle management towards such mechanisms.

Research limitations/implications

Future studies might investigate whether the findings can be replicated in other operational settings and triangulate the data with customer perceptions of service improvement.

Practical implications

Customer feedback mechanisms at an organisational and business unit level need better integration. To gather customer feedback that enables more meaningful decision‐making to improve services, middle management needs to have a stronger involvement in the design and implementation of customer feedback mechanisms. Central efforts have to be placed on the support of middle management in the interpretation and use of data that is gathered through organisation‐wide feedback initiatives.

Originality/value

This paper contributes to extant knowledge by integrating the fields of service performance management practices, in this case the implementation of customer feedback mechanisms, and organisational learning.

Details

International Journal of Operations & Production Management, vol. 30 no. 3
Type: Research Article
ISSN: 0144-3577

Keywords

Access Restricted. View access options
Article
Publication date: 4 February 2014

Niki Hynes, Barbara Caemmerer, Emeline Martin and Eliot Masters

The purpose of this paper is to examine the use of a positive country image (CI) by companies. First, it examines how organisations embed dimensions of a positive country image…

1573

Abstract

Purpose

The purpose of this paper is to examine the use of a positive country image (CI) by companies. First, it examines how organisations embed dimensions of a positive country image into their external marketing communications. Second, it examines the alignment between the countries’ image dimensions and those of the company and how company values and actions could act to either use, abuse and detract from an established CI.

Design/methodology/approach

A two-part methodology was adopted. Two countries with strong positive CIs were chosen for comparison purposes. Content analysis of web sites, together with interviews with company representatives, were undertaken.

Findings

The use of the CI/country-of-origin framework is extended from an extrinsic “made in” cue for consumers, to being part of the value offering of a particular product or service from an organisational perspective is extended. Evidence is structured into a framework of companies which use and/or contribute to the CI.

Research limitations/implications

The two chosen countries both have positive CIs: future research should examine this relationship in countries with different images. The sample size is relatively small and future research should determine the generalisability of the proposed typology.

Practical implications

Generating, communicating and maintaining a CI requires co-ordinated efforts from policy makers but needs to be built on solid foundations of reality: companies using CIs should be cognisant of the alignment between their actions, messages and the CI.

Originality/value

This study extends prior work by examining the relationship between CI, company strategy, products and services offered and the manner in which companies action's can affect CI.

Details

International Marketing Review, vol. 31 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Available. Content available
Article
Publication date: 20 March 2017

Cleopatra Veloutsou and Francisco Guzmán

565

Abstract

Details

Journal of Product & Brand Management, vol. 26 no. 1
Type: Research Article
ISSN: 1061-0421

Available. Content available
Article
Publication date: 12 June 2009

Michael Harker

574

Abstract

Details

Marketing Intelligence & Planning, vol. 27 no. 4
Type: Research Article
ISSN: 0263-4503

1 – 10 of 11
Per page
102050