Brittney C. Bauer and Clark D. Johnson
Joint advertising is an emerging strategy where marketers promote both brands in the same marketing communication. This research determines how the domestic, foreign, or global…
Abstract
Purpose
Joint advertising is an emerging strategy where marketers promote both brands in the same marketing communication. This research determines how the domestic, foreign, or global nature of the partner impacts important brand-related outcomes and identifies underlying psychological process mechanisms and contextual variables that affect this relationship.
Design/methodology/approach
Across three experiments, we investigate how the type of joint advertising partner impacts consumer attitudes and behaviors. We establish the number of similarities between the partners and perceived cognitive fit as the mediating process mechanisms underlying this relationship, with holistic processing moderating the effect.
Findings
We find that when consumers are exposed to joint advertisements between domestic or global [foreign] brands, they will be able to generate more [fewer] similarities between the partners and perceive a stronger [weaker] cognitive fit. Moreover, these similarities interact with consumer cultural traits related to holistic processing style to differentially influence perceived cognitive fit and downstream consumer attitudes and behaviors.
Originality/value
Partnering for mutually beneficial, joint advertisements is a growing phenomenon that redefines traditional thinking about advertising, but the success of the joint advertisement is contingent upon the characteristics and compatibility of the partners.
Details
Keywords
Brittney C. Bauer, Brad D. Carlson and Clark D. Johnson
Although endorsers are thought to be highly effective when they match-up with a product, the current understanding of endorser match-up offers little insight for distinctions…
Abstract
Purpose
Although endorsers are thought to be highly effective when they match-up with a product, the current understanding of endorser match-up offers little insight for distinctions between equally attractive and trustworthy endorsers who have equivalent expertise in the product category, yet still diverge in their performance. Therefore, the main purpose of this research is to understand how a match between social judgments (i.e. warmth vs competence) of a celebrity endorser and specific advertising appeals (i.e. symbolic vs utilitarian) can improve consumer responses to an endorsement.
Design/methodology/approach
A preliminary study empirically distinguishes perceptions of warmth and competence from prevailing celebrity endorser evaluative criteria. Then, the authors conduct multiple 2 (warmth vs competence) × 2 (symbolic vs utilitarian) between-subjects experiments to demonstrate the effect of matching social judgments and advertising messaging, across celebrity genders (i.e. male and female), forms of marketing communications (i.e. print ads and interactive online ads) and types of brands (i.e. well-established and new/unknown).
Findings
The findings demonstrate that matching celebrity endorser social judgments with the appropriate type of advertising messaging positively influences consumer response to the brand for both male and female endorsers. Additionally, despite a commonly held belief that celebrity endorsements are more effective at changing attitudes than actual behaviors, for interactive online ads, the authors find that the match strategy can motivate consumer response through two different pathways. For well-established brands, the match improves overall brand response predominately through cognitive and behavioral mechanisms. Alternatively, for new or unknown brands, the match initially impacts affective responses, which are subsequently related to consumers shopping a brand’s product category, rating a brand higher in customer recommendations, choosing a brand’s products over top competitors and paying more for the brand’s offerings.
Originality/value
The main contribution of this research is the demonstrated support for an alternative and effective application of the match-up hypothesis, based on a fit between the endorser and the advertising messaging itself.
Details
Keywords
Brittney C. Bauer, Clark D. Johnson and Nitish Singh
The purpose of this paper is to address an overarching question: Does matching consumer place–brand associations with stereotype-consistent messaging affect consumer perceptions…
Abstract
Purpose
The purpose of this paper is to address an overarching question: Does matching consumer place–brand associations with stereotype-consistent messaging affect consumer perceptions of an advertisement?
Design/methodology/approach
This paper presents two experiments that examine participants’ differing evaluations of advertisements under various experimental conditions. Study 1 examines the match of place–brand warmth versus competence stereotypes and the use of symbolic versus utilitarian advertising messaging for both new foreign and domestic brands. Study 2 examines this match for global brands.
Findings
The paper reveals that stereotype-consistent messaging increases the perceived fit between the advertisement and the brand for new foreign brands but not for new domestic or global brands. Furthermore, in a post-hoc analysis, this congruence is found to improve attitude towards the brand, purchase intentions and brand response, through the mediating effect of attitude towards the ad.
Originality/value
Place–brand stereotypes impact consumer attitudes and opinions regarding brands from different countries. This paper applies two universal social judgment dimensions from social psychology—warmth and competence—to the novel context of advertising messaging to examine previously unexplored facets of the place–brand image.
Details
Keywords
Julius Davis, Toya Jones Frank and Lawrence M. Clark
In an effort to diversify the nation’s teaching force, the U.S. Department of Education has initiated programs to increase teachers of color in U.S. schools, particularly Black…
Abstract
In an effort to diversify the nation’s teaching force, the U.S. Department of Education has initiated programs to increase teachers of color in U.S. schools, particularly Black male teachers in subject areas like mathematics. In that Black male mathematics teachers continue to be under researched, particularly in urban school contexts, it was critical that their cases were (1) documented and analyzed in an effort to better understand their experiences and practices, and (2) utilized to inform teacher recruitment efforts. In this chapter, we present the case of Floyd Lee, a Black male mathematics teacher who participated in an NSF-funded research study of Black Algebra 1 teachers teaching in an urban school district. We present experiences that appear to influence his practice and consider how his case, and other cases like Floyd’s, might inform efforts to increase the number of Black male mathematics teachers in U.S. schools.
Zafar Husain, Mumin Dayan, Sushil and C. Anthony Di Benedetto
This study aims to develop and empirically examine a model that investigates the mediating role of technology development capability (TDC) on the relationship between customer…
Abstract
Purpose
This study aims to develop and empirically examine a model that investigates the mediating role of technology development capability (TDC) on the relationship between customer focus (CF) and technology leadership (TL).
Design/methodology/approach
The analysis and interpretation of a partial least square model include the following two stages: the first stage focuses on assessing the reliability and validity of the measurement model, while the second pertains to evaluating the structural model.
Findings
The general understanding prevailing in practice and literature is that management sponsorship (MS) has a positive impact on the relationship between CF and TDC. It is also generally understood that MS has a positive impact on TL initiatives. However, the findings of this study contradict these assumptions. Specifically, the study indicates that MS has a negative moderating effect on CF and technology development capabilities, and has no impact on CF and TL relationships.
Originality/value
CF, TDC and MS, and their interplay and impact in enhancing firms’ TL position, have not been explored thus far in an integrated manner in the context of the automobile industry in developing countries. The research relating to CF, technology development capabilities, technology innovation capabilities, MS and TL reported in the literature has drawn inferences from case studies, anecdotal evidence and experiences of industry leaders, experts and consultants. This study attempts to fill the gaps mentioned above by presenting and testing a new moderated mediation model that shows the relationship between CF, TDC, MS and TL.
Details
Keywords
Devon S. Johnson, Laurent Muzellec, Debika Sihi and Debra Zahay
This paper aims to improve understanding of data-driven marketing by examining the experiences of managers implementing big data analytics in the marketing function. Through a…
Abstract
Purpose
This paper aims to improve understanding of data-driven marketing by examining the experiences of managers implementing big data analytics in the marketing function. Through a series of research questions, this exploratory study seeks to define what big data analytics means in marketing practice. It also seeks to uncover the challenges and identifiable stages of big data analytics implementation.
Design/methodology/approach
A total of 15 open-ended in-depth interviews were conducted with marketing and analytics executives in a variety of industries in Ireland and the USA. Interview transcripts were subjected to open coding and axial coding to address the research questions.
Findings
The study reveals that managers consider marketing big data analytics to be a series of tools and capabilities used to inform product innovation and marketing strategy-making processes and to defend the brand against emerging risks. Additionally, the study reveals that big data analytics implementation is championed at different organizational levels using different types of dynamic learning capabilities, contingent on the champion’s stature within the organization.
Originality/value
From the qualitative analysis, it is proposed that marketing departments undergo five stages of big data analytics implementation: sprouting, recognition, commitment, culture shift and data-driven marketing. Each stage identifies the key characteristics and potential pitfalls to be avoided and provides advice to marketing managers on how to implement big data analytics.
Details
Keywords
Anna Julia Cooper and Septima Poinsette Clark were two prominent late 19th- and early 20th-century educators. Cooper and Clark taught African American students in federally…
Abstract
Anna Julia Cooper and Septima Poinsette Clark were two prominent late 19th- and early 20th-century educators. Cooper and Clark taught African American students in federally sanctioned, segregated schools in the South. Drawing on womanist thought as a theoretical lens, this chapter argues that Cooper and Clark’s intellectual thoughts on race, racism, education, and pedagogy informed their teaching practices. Influenced by their socio-cultural, historical, familial, and education, they implemented antioppressionist pedagogical practices as a way to empower their students and address the educational inequalities their students were subjected to in a highly racialized, violent, and repressive social order. Historical African American women educators’ social critiques on race and racism are rarely examined, particularly as they pertain to how their critiques influence their teaching practices. Cooper and Clark’s critiques about race and racism are pertinent to the story of education and racial empowerment during the Jim Crow era.
Details
Keywords
Barrie O. Pettman and Richard Dobbins
This issue is a selected bibliography covering the subject of leadership.
Abstract
This issue is a selected bibliography covering the subject of leadership.