Dennis B. Arnett and Debra A. Laverie
The purpose of this research is to investigate four factors (fan identity salience, satisfaction, attachment, and enduring involvement) to assess their ability to differentiate…
Abstract
The purpose of this research is to investigate four factors (fan identity salience, satisfaction, attachment, and enduring involvement) to assess their ability to differentiate among three types of fans (frequent, moderately frequent, and infrequent attendees). A convenience sample of college fans of a university woman's basketball team is used. The results suggest both identity salience and enduring involvement may be useful as segmentation variables for sports marketers
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Susan Schultz Kleine, Robert E. Kleine and Debra A. Laverie
In this article, we examine how person–possession relations vary across three stages of the role-identity cultivation processes. We explore stage-related variation in the…
Abstract
In this article, we examine how person–possession relations vary across three stages of the role-identity cultivation processes. We explore stage-related variation in the accumulation of role-related consumption stimuli and their self-relevance in a cross-sectional sample of two freely chosen athletic role-identities. Results show that as individuals cultivate an identity they accumulate more role-related possessions, social ties, and media commitments, and evaluation of those elements becomes more positive, yet the impact of those stimuli on self-conception declines. Ultimately, the results suggest that a full understanding of person–possession relations must include consideration of how role-identity cultivation stage moderates relations between people and consumption stimuli.
William F. Humphrey Jr, Debra A. Laverie and Shannon B. Rinaldo
The paper seeks to establish the effectiveness of social media advertising and participation by brands through incidental exposure. Using experimental design, in a social media…
Abstract
Purpose
The paper seeks to establish the effectiveness of social media advertising and participation by brands through incidental exposure. Using experimental design, in a social media environment, this paper aims to extend incidental exposure research in the context of social media.
Design/methodology/approach
This paper uses an experimental design with controlled image durations using MediaLab and DirectRT, allowing for precise image display times and randomization of screens. Participants were split between high-involvement and low-involvement product categories, and the brand choice exercise was administered in an on-screen experiment.
Findings
The paper provides support that incidental exposure influences brand choice. Further, it indicates that for low-involvement product categories, the type of social media exposure does not influence brand choice significantly between types. For high-involvement product categories, ads perform better than sponsored story executions; consumer-generated brand messages perform better than brand-generated messages; and the influence of reference group affects brand choice.
Research limitations/implications
This paper tests one social media environment using a desktop Web environment. Additional studies would be needed to test other social media environments and mobile technology.
Practical implications
The paper provides evidence that brands benefit by simply participating and advertising in social media, but the execution style matters to a greater extent for high-involvement product categories in influencing brand choice.
Social implications
Mere exposure to a brand message may influence consumers unknowingly. Repeated exposure as short as 5 s per viewing is related to increases in brand choice.
Originality/value
This paper extends research on incidental exposure and establishes a key positive brand outcome for practice and research, and it provides the first exploration on the outcome of incident exposure to brand messages in social media. The results suggest that social media and advertising by brands have positive impacts beyond traditional measures of success online.
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Natalia Kolyesnikova, Tim H. Dodd and Debra A. Laverie
Wine and accessories bought partly or fully out of a perceived need to repay services received at a winery are defined here as gratuity purchasing. The purpose of the research is…
Abstract
Purpose
Wine and accessories bought partly or fully out of a perceived need to repay services received at a winery are defined here as gratuity purchasing. The purpose of the research is to identify factors that predict gratuity purchasing at wineries. Specifically, the study seeks to investigate the role of gratitude and obligation, along with other consumer characteristics, in purchasing.
Design/methodology/approach
Winery visitors were sampled from six Texas wineries. A total of 357 questionnaires were analyzed. Hierarchical multiple regression, correlation and factor analyses were employed.
Findings
Gratitude and obligation were found to be strong predictors of purchasing at wineries. Visitors who feel grateful to personnel and/or obliged to buy wine are likely to spend more money at wineries. Involvement and knowledge also appear to be related to purchasing.
Practical implications
Since gratitude and obligation appear to be strong predictors of buying decisions, winery managers need to find ways to enhance visitor feelings of appreciation. Although developing a sense of obligation may have an impact on sales, obligation may also create feelings of not wishing to return. It is important for managers to consider the extent to which they would like to have people feeling obligated or guilty about making a purchase.
Originality/value
The research offers new insights into an understudied area of consumer behavior – the role of reciprocity in purchasing behavior. An innovative feature of this study is the development of a new instrument to measure gratitude and obligation.
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The purpose of this paper is to provide a retrospection on the importance, origins and development of the research programs in the author’s career.
Abstract
Purpose
The purpose of this paper is to provide a retrospection on the importance, origins and development of the research programs in the author’s career.
Design/methodology/approach
The study uses an autobiographical approach.
Findings
Most of the articles, research monographs and books that constitute this research and publishing efforts can be categorized into seven distinct, but related, research programs: channels of distribution; marketing theory; marketing’s philosophy debates; macromarketing and ethics; relationship marketing; resource-advantage theory; and marketing management and strategy. The value system that has guided these research programs has been shaped by specific events that took place in the author’s formative years. This essay chronicles these events and the origins and development of the seven research programs.
Originality/value
Chronicling the importance, origins and development of the seven research programs will hopefully motivate and assist other scholars in developing their own research programs.
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Xiaolin Sun, Jiawen Zhu, Huigang Liang, Yajiong Xue and Bo Yao
As after-hours technology-mediated work (ATW) becomes common in organizations, the increased workload and interference to life caused by ATW has induced employee turnover. This…
Abstract
Purpose
As after-hours technology-mediated work (ATW) becomes common in organizations, the increased workload and interference to life caused by ATW has induced employee turnover. This research develops a mediated moderation model to explain how employees' intrinsic and extrinsic motivations for ATW affect their turnover intention through work–life conflict.
Design/methodology/approach
A survey was conducted to collect data of 484 employees from Chinese companies. Partial Least Square was used to perform data analysis.
Findings
The results show that intrinsic motivation for ATW has an indirect negative impact on turnover intention via work–life conflict, whereas extrinsic motivation for ATW has both a positive direct impact and a positive indirect impact (via work–life conflict) on turnover intention. This study also helps find that time spent on ATW can strengthen the positive impact of extrinsic motivation for ATW on turnover intention but has no moderation effect on the impact of intrinsic motivation for ATW. Furthermore, this study reveals that the interaction effect of time spent on ATW and extrinsic motivation on turnover intention is mediated by employees' perceived work–life conflict.
Originality/value
By discovering the distinct impact of employees' intrinsic and extrinsic motivations for ATW on turnover intention, this research provides a contingent view regarding the impact of ATW and offers guidance to managers regarding how to mitigate ATW-induced turnover intention through fostering different motivations.
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Bruno Schivinski and Dariusz Dabrowski
The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand…
Abstract
Purpose
The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity (CBBE) metrics through Facebook.
Design/methodology/approach
We evaluated 302 data sets that were generated through a standardized online survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing and mobile network providers. We applied a structural equation modeling technique to investigate the effects of social media communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences.
Findings
The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated.
Originality/value
This article is pioneering in that it exposes the effects of two different types of social media communication (i.e. firm-created and user-generated social media brand communication) on CBBE metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever CBBE metrics.