George M. Zinkhan and F. Christian Zinkhan
Human existence is characterized by discontinuities, chaos, instabilities, constant changes, and paradoxes (Firat and Venkatesh, 1996). A challenge to social scientists is to…
Abstract
Human existence is characterized by discontinuities, chaos, instabilities, constant changes, and paradoxes (Firat and Venkatesh, 1996). A challenge to social scientists is to construct theories which explain human behavior, given the plurality and complexity of human behavior. At the same time, business decision makers face the challenge of managing in an environment of constant change and flux. The economist, Joseph Schumpeter (1943), described this process well:
George M. Zinkhan and F. Christian Zinkhan
Since organizations have limited resources, it is not possible to invest in every opportunity which is recognized or imagined. Once a set of promising projects has been identified…
Abstract
Since organizations have limited resources, it is not possible to invest in every opportunity which is recognized or imagined. Once a set of promising projects has been identified and investigated, it is necessary to reject some projects but invest in others. In this respect, the process of capital budgeting serves to shape the future of organizations, and a variety of capital budgeting methods have been proposed to assist managers who are engaged in this important planning task.
Multiattribute utility models link the relative attractiveness of a given project to the utility functions of the decision makers. Conjoint analysis is industry's most commonly…
Abstract
Multiattribute utility models link the relative attractiveness of a given project to the utility functions of the decision makers. Conjoint analysis is industry's most commonly used marketing research method for measuring consumers' multiattribute utility functions (Green 1984). In this article, conjoint analysis is proposed as a methodology for measuring managers' utility functions regarding innovative capital budgeting proposals.
Bastian Popp, Claas Christian Germelmann and Benjamin Jung
Social media has promoted anti-brand communities, which build around the shared aversion to a specific brand. The purpose of this paper is to investigate social media-based…
Abstract
Purpose
Social media has promoted anti-brand communities, which build around the shared aversion to a specific brand. The purpose of this paper is to investigate social media-based anti-brand communities and their effects on the sports team brand in question.
Design/methodology/approach
The authors conducted a netnographic study of Facebook-based anti-brand communities that oppose a professional football team.
Findings
The netnographic study reveals characteristics and drivers of Facebook-based anti-brand communities that oppose a professional football team. The research further identifies co-destructive behaviours of anti-brand community members that harm the sports team brand and even its sponsors. However, the findings also reveal that anti-brand communities may play a positive role in sport, as they strengthen the relationship between fans of the opposed brand and this brand and foster rivalry among football fans.
Practical implications
This research establishes the relevance of social media-based anti-brand communities for sports brands. Recommendations are made for team sport brands with regards to how to deal with the phenomenon of anti-brand communities.
Originality/value
While the previous research on anti-brand activism focused on either offline movements or movements using traditional websites, this research is the first to investigate the pivotal role of social networking sites for anti-brand activism. The paper further uncovers unique motivational, attitudinal, and behavioral patterns of fans that meet in communities opposing not only the rival team, but also the brand associated with the team. Findings show ways to better understand and deal with such anti-brand communities in sports.
Details
Keywords
Eleonora Pantano and Kim Willems
Traditional sets of attributes characterizing shopping centres need to be updated to relate to new specific consumers' needs and choices, to ensure the survival of shopping…
Abstract
Traditional sets of attributes characterizing shopping centres need to be updated to relate to new specific consumers' needs and choices, to ensure the survival of shopping centres. To this end, this chapter revisits shopping centres’ attributes in the light of consumers' choices of actual centres, taking into account the recent increasing role of technologies, leisure activities and changes in consumer behaviour. In doing so, we aim to improve perceptions of modernity and help to regenerate (or at least mitigate the decline of) shopping centres. Specifically, the new set of attributes include appearance (external appearance), convenience, entertainment and leisure activities, memorable experiences, green place and policy, image (modern image), price, service, size and technology.
Details
Keywords
F. Christian Zinkhan and George M. Zinkhan
The application on conjoint analysis to the taskof customising financial services is discussed.Conjoint analysis allows for the generation of theutility levels associated with…
Abstract
The application on conjoint analysis to the task of customising financial services is discussed. Conjoint analysis allows for the generation of the utility levels associated with financial service design alternatives. By evaluating service‐provider and customer utility levels simultaneously, an efficient frontier of financial service designs can be identified. This process can greatly simplify the financial service design selection decision, since it eliminates inferior alternatives from consideration. A hypothetical example, the selection of commercial line of credit features for a potential corporate customer, is demonstrated.
Details
Keywords
Ezgi Merdin-Uygur, Umut Kubat and Zeynep Gürhan-Canli
Marketing academics and practitioners have acknowledged that consumers form specific relationships with brands that are able to create unique and memorable qualities. As a result…
Abstract
Marketing academics and practitioners have acknowledged that consumers form specific relationships with brands that are able to create unique and memorable qualities. As a result, the concept of consumer–brand relationship has been of great interest for marketers. Indeed, consumer–brand relationships are very complex and multidimensional in nature. A common perception is that brand management should create ultimate offerings and communication to have successful relationships with its consumer base. However, how consumers construe their relationships with brands is mostly out of the brands’ control. It is an emotion-intense realm and necessitates careful study of the consumers as well as the context. After summarising the current literature on brand relationships, we focus on Turkish consumers’ relationships with brands.
By focussing on a range of global and local brand studies, this chapter offers a comprehensive and well-informed analysis of the issues and practices involved in consumer–brand relationships in the Turkish context. The chapter is organised into three parts. The first part focusses on antecedents of consumer–brand relationships such as the global or local identity of the brand and brand personality. The second part presents detailed explorations of various brand relationships such as brand love and brand trust. The third and the final part focusses on an important phenomenon, the stage for various brand relationships, being online brand communities. The chapter concludes with the future research directions in these three main areas together with a discussion of offline and online branding opportunities in the Turkish market.
Details
Keywords
Reza Fazli-Salehi, Mahshid Jahangard, Ivonne M. Torres, Rozbeh Madadi and Miguel Ángel Zúñiga
The purpose of this study is to examine the role of interaction-based features of social media reviewing channels and vloggers’ self-disclosure in consumers’ parasocial…
Abstract
Purpose
The purpose of this study is to examine the role of interaction-based features of social media reviewing channels and vloggers’ self-disclosure in consumers’ parasocial interaction with vloggers.
Design/methodology/approach
The study was conducted using an online survey, and data was collected using Amazon MTurk. The respondents were asked to think of an online reviewing channel that they watch regularly and subsequently responded to a series of questions. The analysis was conducted using structural equation modeling via AMOS.
Findings
Both channel interactivity and vloggers’ self-disclosure displayed a positive impact on consumers’ parasocial interaction with vloggers, which eventually led to perceived trustworthiness, brand identification, communal–brand connection with the channel, purchase intention toward the recommended products and willingness to pay a premium price for extra services.
Research limitations/implications
Future research can examine the robustness of the findings by using a sample of internet users who are similar in terms of frequency, enthusiasm and duration of active usage.
Originality/value
Marketing managers can benefit from the findings of this study by understanding the dynamics of how influencers shape consumer perception and behavior. Owners of reviewing channels can gain insight on how to strengthen their bond with their viewers.