The purpose of this study is to outline a conceptual framework that can be used to organise and guide future research into how celebrity product endorsement creates equity for…
Abstract
Purpose
The purpose of this study is to outline a conceptual framework that can be used to organise and guide future research into how celebrity product endorsement creates equity for both the endorsed product‐brand and the endorsing celebrity.
Design/methodology/approach
The theoretical perspective adopted in this study is that celebrity product endorsement is a form of co‐branding.
Findings
The central thesis is that both endorser image and brand image serve as mediators in the equity‐creation process of celebrity product endorsement.
Originality/value
Research contributions and directions for future research are provided.
Details
Keywords
Pachayappan Murugaiyan and Venkatesakumar Ramakrishnan
Little attention has been paid to restructuring existing massive amounts of literature data such that evidence-based meaningful inferences and networks be drawn therefrom. This…
Abstract
Purpose
Little attention has been paid to restructuring existing massive amounts of literature data such that evidence-based meaningful inferences and networks be drawn therefrom. This paper aims to structure extant literature data into a network and demonstrate by graph visualization and manipulation tool “Gephi” how to obtain an evidence-based literature review.
Design/methodology/approach
The main objective of this paper is to propose a methodology to structure existing literature data into a network. This network is examined through certain graph theory metrics to uncover evidence-based research insights arising from existing huge amounts of literature data. From the list metrics, this study considers degree centrality, closeness centrality and betweenness centrality to comprehend the information available in the literature pool.
Findings
There is a significant amount of literature on any given research problem. Approaching this massive volume of literature data to find an appropriate research problem is a complicated process. The proposed methodology and metrics enable the extraction of appropriate and relevant information from huge quantities of literature data. The methodology is validated by three different scenarios of review questions, and results are reported.
Research limitations/implications
The proposed methodology comprises of more manual hours to structure literature data.
Practical implications
This paper enables researchers in any domain to systematically extract and visualize meaningful and evidence-based insights from existing literature.
Originality/value
The procedure for converting literature data into a network representation is not documented in the existing literature. The paper lays down the procedure to structure literature data into a network.
Details
Keywords
Ramona Diana Leon, Raúl Rodríguez-Rodríguez and Juan-José Alfaro-Saiz
This research sought to identify the best strategy for avoiding corporate amnesia in the context of the Industry 5.0 and an aging society.
Abstract
Purpose
This research sought to identify the best strategy for avoiding corporate amnesia in the context of the Industry 5.0 and an aging society.
Design/methodology/approach
To achieve this goal, a multi-phase methodology based on analytic network process was proposed and tested in one of the biggest companies in the bakery industry.
Findings
The results highlight that online communities of practice and storytelling are the best way to avoid corporate amnesia. The most important factors are commitment, work satisfaction and organizational culture. Commitment and work satisfaction also enhance the use of online communities of practice, while work satisfaction and organizational culture foster the use of storytelling.
Originality/value
This article proposes a nexus between knowledge management and operations management. This research also presents a decision-making tool that can help managers determine the most appropriate strategy for avoiding corporate amnesia.