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Article
Publication date: 1 February 2004

Jennifer Barron and Jim Hollingshead

Companies that want to create truly global brands must first take three steps: develop a different process for coordinating brand development, revise consumer research…

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Abstract

Companies that want to create truly global brands must first take three steps: develop a different process for coordinating brand development, revise consumer research methodology, and clearly define the relationship between the center and the regions. Using a different approach to understanding consumers goes a long way toward facilitating agreement across markets and alignment of the brand against common consumer segments.

Details

Journal of Business Strategy, vol. 25 no. 1
Type: Research Article
ISSN: 0275-6668

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Publication date: 19 October 2022

David M. Herold, Greg Joachim, Stephen Frawley and Nico Schulenkorf

Abstract

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Managing Global Sport Events: Logistics and Coordination
Type: Book
ISBN: 978-1-80262-041-2

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Article
Publication date: 1 March 1985

John M. Browning and Noel B. Zabriskie

Over the last 40 years Do‐It‐Yourself (DIY) consumers have evolved from relative obscurity to a major multibillion dollar per year market. Research findings based on 403 DIY cases…

598

Abstract

Over the last 40 years Do‐It‐Yourself (DIY) consumers have evolved from relative obscurity to a major multibillion dollar per year market. Research findings based on 403 DIY cases were used to develop insights for the formulation of retailer strategy. Types of projects undertaken and annual activity rates formed the basis of the investigation. Nine project categories were identified: carpentry, vehicle, painting, electrical, lawn and garden, plumbing, sewing, wall and floor covering, and masonry. Annual activity rates of the sample DIYers were used to identify three major groups: light doers, average doers, and heavy doers. The type of retail outlet preferred (e.g., department store, hardware store) depended primarily upon the project category the DIYer was considering. However, the mix of a retailer's product, price, promotion, and place elements desired by DIYers was related to activity levels. This led the authors to suggest that retail strategies might appropriately be developed along these two lines. First, consider which project categories retailer wishes to enter. Second, adjust the merchandising offering to best serve DIYers according to their activity levels.

Details

Journal of Consumer Marketing, vol. 2 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 8 May 2023

Kyoungmin Lee, Jiayu Zhou and Chulmo Koo

In view of the influences of online videos on the cultural tourism industry, this study aims to explore the mechanisms triggered by watching online video behaviors of fans. This…

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Abstract

Purpose

In view of the influences of online videos on the cultural tourism industry, this study aims to explore the mechanisms triggered by watching online video behaviors of fans. This study examines how fans who have watched celebrities’ online videos become tourists who attend concerts held at destinations based on celebrity and destination endorsements.

Design/methodology/approach

This study builds for celebrity and destination endorsements on online videos by combining media richness and source model theory. This research adopts partial least squares structural equation modeling to analyze the mechanism triggered by online media.

Findings

Watching online media influences celebrity and destination endorsements, which, in turn, affects the concert experience and intention to return to the destination. Results reveal less intertwined relationships between celebrity and destination endorsements and the complex mechanisms between the two endorsements.

Originality/value

With the rise in popularity of online media, online content has become a major source of information in the tourism industry and a means of enjoying travel seamlessly. This study highlights not only the role of “watching online videos” as one of the richest media but also the role of live concerts in cultural tourism for understanding complex cultural tourism.

目的

为了探讨在线视频对文化旅游业的影响, 本研究探讨了观看在线视频所触发旅游行为的机制。本研究考察了在名人和景区的宣传下, 观看名人在线视频的粉丝如何成为参加目的地举办的演唱会的旅游者。

设计/方法/途径

基于媒体丰富度和来源模型理论, 本研究调查了名人与景区的宣传视频。本研究采用partial least squares(PLS)结构方程建模来分析在线媒体所引发的机制。

研究发现

观看在线媒体影响了名人和目的地宣传效应, 进而影响了演唱会的体验和到访目的地的意愿。研究结果揭示了名人和目的地宣传之间的关系并不紧密, 这两种宣传之间存在着复杂的机制。

原创性/价值

随着在线媒体的普及, 在线内容已成为旅游业中信息的主要来源和享受旅游的手段。本研究不仅突出了“观看在线视频”作为最丰富的媒体之一的作用, 也突出了演唱会在文化旅游中的功能, 以更全面地理解复杂的文化旅游。

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