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Article
Publication date: 26 December 2023

Antje Fricke, Nadine Pieper and David M. Woisetschläger

Consumers' perceptions of product intelligence affect their willingness to accept smart offerings. This paper explores how people perceive various smart products based on their…

1334

Abstract

Purpose

Consumers' perceptions of product intelligence affect their willingness to accept smart offerings. This paper explores how people perceive various smart products based on their smartness profiles, composed of five distinct smartness facets. Additionally, the study investigates how these perceptions of product intelligence impact consumers' evaluation of factors that either promote or impede the adoption of smart products. These factors are examined as potential mediators in the adoption process. This paper aims to determine if the value-based adoption model can be applied to a broad range of smart service systems.

Design/methodology/approach

Consumers assessed one of 28 smart products in a scenario-based quantitative study. Multilevel structural equation modeling (SEM) is used to test the conceptual model, taking the nested data structure into account.

Findings

The findings show that product smartness essentially enhances usage intention via adoption drivers (enjoyment and usefulness) and reduces usage intention via adoption barriers (intrusiveness). In particular, the ability to interact in a humanlike manner increases the benefits consumers perceive, which in turn increases consumer acceptance. Only the smartness characteristic of awareness impairs usage intention, mediated by the perceived benefits of enjoyment and usefulness.

Originality/value

In contrast to previous research, which usually focuses on single smart products, this work examines a variety of different products, which allows for better transferability of the results to other smart offerings. Furthermore, prior research has mainly focused on single facets of product smartness or researched smartness on an aggregated level. By considering the consumer perception of each smartness facet, the authors gain deeper insights into the perceptual differences regarding product smartness and how this affects technology adoption via conflicting key acceptance drivers and barriers.

Details

Journal of Service Theory and Practice, vol. 34 no. 2
Type: Research Article
ISSN: 2055-6225

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Article
Publication date: 30 March 2012

David M. Woisetschläger and Manuel Michaelis

Existing research on sponsorship effects shows that the congruence (i.e. fit) between sponsor and sponsored cause is critical for a change in brand image. Congruence between…

13046

Abstract

Purpose

Existing research on sponsorship effects shows that the congruence (i.e. fit) between sponsor and sponsored cause is critical for a change in brand image. Congruence between sponsor and sponsored cause is seen as static in nature. From a dynamic perspective it is unclear why congruence should be seen as constant, and why it is critical for sponsorship effects. This paper aims to address this issue.

Design/methodology/approach

This paper analyzes effects of sponsorship evaluative congruence on brand image over time using individual difference measures. Individual level data were obtained from two surveys before and after the 2006 FIFA World Cup™, including 268 respondents who participated in both surveys.

Findings

Findings show significant positive effects of learning and remembering of a sponsorship stimulus on brand image over time. In contrast to existing literature, positive incongruence of brand image (i.e. sponsor) and event image (i.e. sponsored cause) in the pre‐analysis results in a significant increase of brand image over time. Moreover, a change in event image over time has a positive effect on the change in brand image.

Research limitations/implications

Further research should replicate this study in different contexts, including event‐ and brand‐related contexts. Future studies should use a more detailed scale to measure brand (event) image, which would allow a more rigorous assessment of image transfer on an attribute level. A replication of the relationship between event image and brand image over time would be especially interesting in a setting, in which event image is negative or a negative Δ event image could be expected.

Practical implications

Linking explanatory variables such as (Δ) event image and Δ brand image over time is important for a reliable assessment of the positive (negative) consequences of sponsorship activities. A sponsorship that might have been positively incongruent in the beginning can turn out to be congruent over time. Hence, the current view that incongruent sponsorships are less promising might be misleading.

Originality/value

In experimental studies, congruence between sponsor and sponsored event is seen as static in nature. From a dynamic perspective, this viewpoint can be challenged. Both sponsor and event image are subject to change over time. Hence, this study determines the impact of event image change over time on brand image.

Details

European Journal of Marketing, vol. 46 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 9 November 2015

Reinhard Grohs, Heribert Reisinger and David M. Woisetschläger

The purpose of this study is to understand the occurrence, formation and magnitude of negative effects for sponsors of rival sports teams and to identify means to counteract…

3175

Abstract

Purpose

The purpose of this study is to understand the occurrence, formation and magnitude of negative effects for sponsors of rival sports teams and to identify means to counteract negative sponsorship effects.

Design/methodology/approach

Surveys measure fans’ identification with their team as well as attitudes toward rival teams and their sponsors in a soccer context. An experiment introduces sponsorship communication activities that aim at mitigating negative sponsorship effects by shifting the focus of the sponsorship.

Findings

Results from surveys and experiments demonstrate that identification with a sports team negatively affects perceptions of a rival team, negative perceptions of a rival team negatively affect perceptions of its sponsors, this effect is stronger for fans with higher levels of team identification, companies can improve perceptions of rival team sponsors by shifting the focus of sponsorship-linked communication activities, but attenuating negative sponsorship effects is more difficult to achieve for fans with higher levels of identification with their team.

Research limitations/implications

Further studies need to disentangle mitigating effects of framing sponsorship communication and investigate in greater depth conditions under which sponsorship leverage can emphasize specific social identities of sports fans and enhance the inclusiveness of fans’ self-categorization.

Practical implications

Companies can learn from this study how they can frame, design and use sponsorship communication activities to mitigate negative sponsorship effects in the context of rival-team sponsorship.

Originality/value

The study is one of the few studies addressing negative effects of sponsorship. In particular, the study provides first insights into how social identity theory, social categorization theory and framing theory work together with theories of image transfer in both the formation and the attenuation of negative sponsorship outcomes.

Details

European Journal of Marketing, vol. 49 no. 11/12
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 22 February 2008

Heiner Evanschitzky, Florian v. Wangenheim, David Woisetschläger and Markus Blut

International marketing researchers have long been concerned with determining whether consumers are predisposed towards a preference for domestic products, as opposed to foreign…

6730

Abstract

Purpose

International marketing researchers have long been concerned with determining whether consumers are predisposed towards a preference for domestic products, as opposed to foreign products. The purpose of this paper is to assess such a domestic‐country bias (DCB) in the German market.

Design/methodology/approach

This study empirically investigates DCB across six countries and 14 product categories in the Germany market. By so doing, it replicates an earlier study conducted in the UK. Ordered logit analysis was employed as well as multidimensional unfolding to present results.

Findings

As in the study conducted in the UK, there is in general a strong DCB in the German market. However, it differs largely across the 14 product categories. Results indicate that consumer preference rankings can best be explained by a combination of demographic variables and country‐of‐origin effects.

Practical implications

Results indicate that domestic firms in Germany can well rely on a safeguarding effect when marketing their products. At the same time, managers from foreign countries cannot rely on consumer ethnocentrism as a reliable indicator of the inclination of consumers to downgrade their products.

Originality/value

This study confirms some findings from the UK. However, results from Germany indicate that at least economic competitiveness of the country‐of‐origin plays a role in determining respondents' judgments. This study underlines the value of replication studies in cross‐cultural settings in particular.

Details

International Marketing Review, vol. 25 no. 1
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 18 July 2008

Manuel Michaelis, David M. Woisetschläger, Christof Backhaus and Dieter Ahlert

Purpose – The purpose of this paper is to investigate the simultaneous effects of country of origin (COO) and corporate reputation on initial trust in a transition economy, and to…

5064

Abstract

Purpose – The purpose of this paper is to investigate the simultaneous effects of country of origin (COO) and corporate reputation on initial trust in a transition economy, and to compare these effects across two service industries. The model broadens COO research by incorporating initial trust as a key driver of success in the context of services internationalization. Design/methodology/approach – Poland is the transition economy studied. A total of 184 respondents evaluated different service combinations (high vs low reputation/home country vs foreign country) in two different service categories (high risk vs low risk). Relationships between constructs are tested, employing a between‐subject experimental design. Findings – Both reputation and the risk level of service have a significant main effect on initial trust. Furthermore, results indicate a highly significant interaction effect: a positive COO effect leads to a higher level of initial trust only in the case of a risky service. Research limitations/implications – As with all laboratory studies, external validity is limited. Further research should focus on other instruments for gaining initial trust (e.g. warranties), especially in the case of a negative COO image. Practical implications – International marketers of services must carefully consider COO information as a means of building initial trust. Positive effects only apply in the case of high‐risk services. Originality/value – A major contribution is the introduction of initial trust as an important mediator in COO‐related international service marketing literature. As a second contribution, COO effects were compared across different service categories with respect to perceived risk. Furthermore, investigating COO effects in transition economies is of particular interest, as such markets are gaining attraction for international service providers.

Details

International Marketing Review, vol. 25 no. 4
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 8 July 2014

David M. Woisetschläger, Vanessa J. Haselhoff and Christof Backhaus

The aim of this article is to contribute to the literature by analyzing potential determinants of fan resistance to naming right sponsorships. Although sports sponsorships mostly…

3346

Abstract

Purpose

The aim of this article is to contribute to the literature by analyzing potential determinants of fan resistance to naming right sponsorships. Although sports sponsorships mostly trigger neutral or positive reactions by fans, the authors find empirical support which provides evidence for fan boycott or resistance.

Design/methodology/approach

The authors empirically test a model using a sample of 798 soccer fans and thereby quantify structural relations between determinants and fan resistance. They use a logistic regression to assess potential determinants of fan resistance.

Findings

Results indicate that sponsee- and sports-related variables, such as fan/regional identification and attitude toward commercialization, contribute to higher fan resistance. Furthermore, fans see themselves as in-group members who discriminate out-group members. As the sponsoring company takes over control and imposes a “threat” (the change of a stadium’s name) on the group’s ritual place, this results in strong negative emotional reactions. These emotions tend to be repeated and affirmed in intra-group communications which intensify negative reactions unless the sponsor offers a positive contribution from the fans’ standpoints. Our findings confirm that sponsorship fit and perceived benefits of the sponsorship reduce fan resistance while the sponsor’s regional identification is unrelated to fan resistance.

Research limitations/implications

Little attention has been paid on negative reactions to sponsorships in the existing research. Therefore, future research could assess negative effects resulting from other sponsorship contexts, such as the sale of a club's naming right, promotion campaigns during the venue and to sponsorship deals in general. Moreover, research should be devoted to finding strategies that lead to a reduction of fan resistance to sponsorship actions.

Practical implications

Results show that sponsorship fit reduces fan resistance. Existing literature suggests that sponsorship fit can be improved by emphasis or creation of fit between sponsor and sponsee. Additionally, sponsors should try to build a bridge between sponsor and fans to gain acceptance of the in-group by raising awareness on the benefits that the sponsee receives from their partnership. Moreover, sponsors should actively strive to understand negative reactions of the fans and adapt their communication strategy to avoid resistance, e.g. due to fans’ feelings of overt commercialism.

Originality/value

Although naming right sponsorships are generally considered a powerful instrument for companies to gain high profile and market share, they seem not to be entirely free of risk. This article contributes to the literature by conceptualizing the phenomenon of fan resistance and assessing the determinants that contribute to fan resistance when naming rights are sold. Our findings extend the understanding of negative sponsorship effects in addition to the mechanisms and theoretical frameworks that are documented in the literature (Cornwell et al., 2005).

Details

European Journal of Marketing, vol. 48 no. 7/8
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 29 November 2018

Gabriel Sperandio Milan, Luiz Antonio Slongo, Luciene Eberle, Deonir De Toni and Suélen Bebber

The purpose of this paper is to analyze customer loyalty in the context of existing relationships between Brazilian banking service provider and its customers in the context of…

1042

Abstract

Purpose

The purpose of this paper is to analyze customer loyalty in the context of existing relationships between Brazilian banking service provider and its customers in the context of B2C (Business-to-Consumer) relationships. Hence, a theoretical model was proposed and tested with banking services private individual customers taking into account perceived value, service provider reputation, financial bonding tactics, structural bonding tactics, social bonding tactics and switching costs as customer loyalty determinants.

Design/methodology/approach

A multivariate statistical approach with structural equations modeling was used in a 505 customer sample of the one prominent bank in Brazil.

Findings

Results indicate that the proposed theoretical model confirming a satisfactory fit, presenting a good explanatory power (R2=0.738) and supporting that perceived value influences the service provider reputation; financial bonding tactics, structural bonding tactics and social bonding tactics influence perceived value; service provider reputation influences switching costs; switching costs influence customer loyalty and the social bonding tactics influence customer loyalty.

Practical implications

The results evidenced in the present research could serve as benchmarking for other researchers or managers connected to the financial service sector (or bank service) when looking for a better understanding about the antecedents of customer loyalty, adapting strategies and actions to stimulate and generate better market and economic–financial results for the institutions of this sector.

Originality/value

Finding out which constructs better explain customer loyalty, and its possible relations, is something relevant for the banking sector, once it can generate more effective managerial insights, positively making an impact in a customer portfolio performance, or the financial institution itself, from the construction, maintenance and strengthening of the relationships with customers.

Details

Benchmarking: An International Journal, vol. 25 no. 9
Type: Research Article
ISSN: 1463-5771

Keywords

Available. Content available

Abstract

Details

Journal of Service Theory and Practice, vol. 34 no. 2
Type: Research Article
ISSN: 2055-6225

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Article
Publication date: 11 July 2017

Alexander Edeling, Stefan Hattula and Torsten Bornemann

This study aims at developing and testing a conceptual model that shows the antecedents of the recall of a former sponsorship.

816

Abstract

Purpose

This study aims at developing and testing a conceptual model that shows the antecedents of the recall of a former sponsorship.

Design/methodology/approach

Primary (n = 1,146) and secondary data from German professional soccer build the empirical base for this research. Multilevel logistic regression is used for data analysis.

Findings

The results show that retroactive interferences in the form of replacement sponsors for the same object reduce the recall of a former sponsorship, while the mere passage of time does not have a significant main effect. To counteract such forgetting, the empirical analysis shows that sponsor managers can influence recall of a former sponsorship positively after sponsorship termination by switching to a lower-level sponsorship for the same object or by engaging in subsequent sponsorships with other congruent objects in the same context.

Research limitations/implications

The focus on one type of sponsorship (sport sponsorship) in one country (Germany) is the main limitation of this research.

Practical implications

The findings of this paper should encourage managers to consider the long-term consequences of sponsorship engagements beyond the duration of the sponsorship contract. Managers can influence the recall of a sponsorship not only prior to and during an engagement, but also after the loss of sponsorship rights.

Originality/value

Previous research on former sponsorships has mainly focused on the phenomenon of former sponsor recall per se, without considering the determinants of the construct. This paper contributes to sponsorship literature by showing that the number of replacement sponsorships, a construct unique to the former sponsorship context, dominates the time since sponsorship ending as the main driver of forgetting. Moreover, it provides managers with new post-sponsorship strategies that help maintaining the recall of a former sponsorship at a high level.

Details

European Journal of Marketing, vol. 51 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 23 July 2020

Jonathan A. Jensen, David Head and Christopher Mergy

Naming rights sponsorships of sport facilities are among the most highly visible marketing agreements in the world. However, factors that may lead one sponsorship to persist for…

905

Abstract

Purpose

Naming rights sponsorships of sport facilities are among the most highly visible marketing agreements in the world. However, factors that may lead one sponsorship to persist for decades, while others end after just a few years, have yet to be investigated. Thus, this study examines the decision-making of brand marketers by investigating the predictors of a sponsoring brand's decision to either continue or dissolve such agreements.

Design/methodology/approach

Utilizing a global data set of 219 naming rights agreements, an empirical approach is utilized to isolate whether a variety of factors increase or decrease the probability of sponsorship dissolution.

Findings

Results indicate that agreements entered into with new, as of yet-unnamed facilities lead to a reduction in the probability of dissolution, with a high level of brand equity also reducing the probability of dissolution. Agency conflicts may also play a role, as the sponsoring firm being headquartered in the same metropolitan area as the facility also contributes to the persistence of such agreements.

Originality/value

These results are intended to assist both sides of what is ideally a long-term relationship in better understanding the factors that may either contribute to or inhibit longer-term partnerships.

Details

International Journal of Sports Marketing and Sponsorship, vol. 21 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

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