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Article
Publication date: 20 January 2007

Diana Seno and Bryan A. Lukas

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…

42269

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

European Journal of Marketing, vol. 41 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 4 November 2020

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…

381

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

Journal of Modelling in Management, vol. 17 no. 1
Type: Research Article
ISSN: 1746-5664

Keywords

Available. Open Access. Open Access
Article
Publication date: 13 October 2023

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.

1041

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.

Details

Industrial Management & Data Systems, vol. 124 no. 1
Type: Research Article
ISSN: 0263-5577

Keywords

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