Johan C. Karremans, Mathieu Kacha, Jean-Luc Herrmann, Christophe Vermeulen and Olivier Corneille
The purpose of the present paper is to examine the effects of overconsumption on consumer evaluations of advertised brands. While the determinants and health consequences of…
Abstract
Purpose
The purpose of the present paper is to examine the effects of overconsumption on consumer evaluations of advertised brands. While the determinants and health consequences of overconsumption have received considerable attention, the authors suggest that there are important marketing and advertising implications. Specifically, based on goal theory, the authors examined whether the aversive state of oversatiation is associated with more negative evaluations of advertised brands of the overconsumed product.
Design/methodology/approach
In three studies, oversatiation was measured or experimentally induced by having participants drink (too) much mineral water. Subsequently, participants watched advertisement of mineral water brands and control brands. Evaluations of the brands, buying intentions and estimates of future purchases of the advertised brands were measured.
Findings
Oversatiation negatively affected evaluations, buying intentions and estimates of future purchases of advertised mineral water brands. Importantly, a state of oversatiation did not affect evaluation of advertised brands not relevant to the overfulfilled goal.
Originality/value
Overconsumption of food and drinks can have detrimental health effects and results in large costs to society. While its health implications have received abundant scientific attention, little attention has been paid to the psychological consequences of the state of being oversatiated. Here, the authors show that the state of oversatiation (which might, for example, be very common during watching television commercials) can lead to particularly negative evaluations of advertised brands. As such, these findings have important marketing implications.
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Bo Bernhard Nielsen and Sabina Nielsen
This paper offers a discussion of the key multilevel issues pertaining to the multinationality–performance (M–P) relationship. Arguably, one of the most important areas of…
Abstract
This paper offers a discussion of the key multilevel issues pertaining to the multinationality–performance (M–P) relationship. Arguably, one of the most important areas of research in international business, firm internationalization and its consequences are multilevel phenomena, influenced by forces at different managerial and structural levels: from the executive, subsidiary and firm, to the country and industry. We suggest that accounting for important factors at each level and for their cross-level interactions may help reconcile inconsistent findings and advance our understanding of the M–P relationship. Based on a critical review of the literature, we offer recommendations regarding the appropriate levels of theory, measurement, and analysis to guide future research.
Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some…
Abstract
Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.
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Lauranna Teunissen, Kathleen Van Royen, Iris Goemans, Joke Verhaegen, Sara Pabian, Charlotte De Backer, Heidi Vandebosch and Christophe Matthys
Explore what popular food influencers among Flemish emerging adults portray in their Instagram recipe posts in terms of (1) references to food literacy, (2) nutritional value, (3…
Abstract
Purpose
Explore what popular food influencers among Flemish emerging adults portray in their Instagram recipe posts in terms of (1) references to food literacy, (2) nutritional value, (3) rational and emotional appeals and (4) the relation between the nutritional value and rational/emotional appeals.
Design/methodology/approach
A content and nutritional analysis of Instagram recipe posts from seven food influencers (N = 166).
Findings
Findings reveal that food influencers rarely embed references to food literacy in their recipe posts, especially regarding meal planning, food selection, meal consumption and evaluating food-related information. Only in 28.9% of the posts information was given on how to prepare a recipe. Second, 220 recipes were included in the 166 recipe posts, of which the majority (65%) were main course meals that met at least six of the 11 nutrient criteria for a healthy main meal (67.2%). Finally, food influencers promote their recipe posts as positive narratives, focusing on the tastiness (66%) and convenience (40.9%) of meals.
Originality/value
This is the first study to evaluate what food influencers post nutritionally in their Instagram recipes, as well as how they promote these recipes. Health promotors should note the influential role of food influencers and seek ways to collaborate to provide information on how food literacy cues can be embedded in influencers' communications and provide insights into how influencers' recipes can be optimised.
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Mattias Jacobsson and Beata Jałocha
The aim of this article is to give an overview of the development and current state of projectification research. The inquiry was driven by a threefold research question: How has…
Abstract
Purpose
The aim of this article is to give an overview of the development and current state of projectification research. The inquiry was driven by a threefold research question: How has projectification been understood and defined over time, what has the trajectory of the development been and what are the main trends and emerging ideas?
Design/methodology/approach
The article is an integrative literature review of research done on the notion of projectification to date. An interdisciplinary, integrative literature review was conducted using Scopus and Web of Science as primary sources of data collection. The full data set consists of 123 journal articles, books, book chapters and conference contributions. With the data set complete, a thematic analysis was conducted.
Findings
Among other things, the review outlines the development and scope of projectification research from 1995 until 2021 and discusses four emerging images of projectification: projectification as a managerial approach, projectification as a societal trend, projectification as a human state and projectification as a philosophical issue. These characteristics emphasize some common features of each of the images but also imply that the way projectification is understood changes depending on the paradigmatic perspective taken by the researcher, the time and place in which the observation was made and the level of observation.
Originality/value
The authors have outlined and discussed four images of projectification – projectification as a managerial approach, projectification as a societal trend, projectification as a human state and projectification as a philosophical issue – where each image represents a special take on projectification with some prevalent characteristics. By doing this, the authors provide a systematic categorization of research to date and thus a basis upon which other researchers can build when furthering the understanding of projectification at large.
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Faisal Mohammad Ahsan and Ashutosh Kumar Sinha
Recent empirical findings on the relationship between internationalization and firm performance (I–P) suggest a significant role of firm's context. Extending this line of…
Abstract
Purpose
Recent empirical findings on the relationship between internationalization and firm performance (I–P) suggest a significant role of firm's context. Extending this line of argument, the authors study the effect of internationalization on firm's performance for emerging market firms from knowledge-intensive industries, taking into account the firm's motive of internationalization and host country’s location-based advantages.
Design/methodology/approach
The authors link host country-specific advantages (CSAs) with firm-specific advantages (FSAs) to identify three distinct settings of internationalization for emerging economy firms – (1) asset-exploitative internationalization in developing or least developed countries, (2) asset-exploitative internationalization in developed countries and (3) strategic asset-seeking internationalization. The authors test this study’s hypotheses on a sample of 415 Indian firms from knowledge-intensive industries.
Findings
The authors find that firm's performance upon internationalization is non-linear in each of the three different settings. The nature of the non-linear relationship depends upon location-based advantages of the host country and the motive of internationalization.
Originality/value
The motive of internationalization and the location-based advantages sought during internationalization are unique for emerging economy firms. Hence, the study extends understanding of the I–P linkage in an emerging economy context.