Joanna Phillips Melancon, Mary Jane Gardner and Vassilis Dalakas
The purpose of this study is to explore the antecedents of consumer entitlement among loyal consumers in response to a perceived brand failure, as well as the effect of consumer…
Abstract
Purpose
The purpose of this study is to explore the antecedents of consumer entitlement among loyal consumers in response to a perceived brand failure, as well as the effect of consumer entitlement on satisfaction and behavioral intentions.
Design/methodology/approach
An online questionnaire asked 226 Game of Thrones viewers about their reactions to the final season of the series. Partial least squares structural equation modeling was the analysis method for testing the hypotheses.
Findings
Investment, perceived justice and collective fairness are all predictors of entitlement. Fan identification increases feelings of investment. Entitlement has a negative relationship with satisfaction, and satisfaction is positively related to relational behaviors.
Practical implications
Loyal, highly entitled consumers can make life difficult for a brand in customer service encounters, on social media and financially. The manuscript offers managers an understanding of which consumers and situations may elicit entitlement and how to mitigate entitlement.
Originality/value
This is one of the first studies to attempt to model antecedents of consumer entitlement and to study entitlement among highly loyal consumers in response to a perceived brand failure. The study furthers existing research by pointing out the effect of entitlement on the relationship with the brand and consequences for the brand, as opposed to past studies, which have largely explored the effects of working with entitled consumers on front-line employees.
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Vassilis Dalakas, Joanna Phillips Melancon and Izabela Szczytynski
Given the division between conservative and liberal ideologies on many issues, brands navigate social media minefields whenever they take a social or political stance. This study…
Abstract
Purpose
Given the division between conservative and liberal ideologies on many issues, brands navigate social media minefields whenever they take a social or political stance. This study aims to explore real-time social media consumer responses to eight US boycott threats, including both conservative-based and liberal-based calls for boycott.
Design/methodology/approach
A grounded theory analysis of approximately 800 tweets collected in the 24 h following each brand’s trigger event led to a framework of motivations for using social media to engage in boycott discussions over a brand’s political stance.
Findings
Eleven pro-boycott and 11 anti-boycott consumer profiles emerged across cases. Overarching motivations for pro- and anti-boycotters include a desire to cause/prevent change, seeking justice/fairness, self-enhancement and expression of hostility. Findings suggest that political consumerism occurs with differing motivations and varying levels of emotion, that brand defenders may lessen boycott effectiveness and that threats to boycott may not always translate to actual boycotts.
Originality/value
This paper explores actual consumer boycott calls from various industries as they unfolded in real-time, as opposed to other research that explores hypothetical boycotts or a single case study. Additionally, to the best of the authors’ knowledge, this work is among the first to explore how consumers enter the boycott conversation in defense of the brand and attempt to diffuse the call for a boycott.
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Joanna Phillips Melancon, Lukas P. Forbes and Douglas Fugate
This paper aims to investigate how changes in technology and gender roles have changed Generation Y’s (Gen Y) perception of the gender of services from previous studies. Although…
Abstract
Purpose
This paper aims to investigate how changes in technology and gender roles have changed Generation Y’s (Gen Y) perception of the gender of services from previous studies. Although the past 20 years have seen substantial changes in service delivery methods in addition to changes in the traditional roles of gender and households, in many ways, businesses continue to deliver products and services to their customers using traditional marketing techniques.
Design/methodology/approach
Survey data were collected using a sample of 190 responses.
Findings
Results indicate that consumers will consistently identify services as having gender, that consumers will rate service gender consistent with the perceived typical consumer of a service and that consumers will rate service gender consistent with the gender of their front-line employee. Online/automated services are also gendered. High-contact services have stronger gender identity than low-contact services. Congruence of consumer and service gender is more important to men than women.
Practical implications
This study suggests that managers must understand gender identity of their services as well as cues that suggest gender relating to consumers and front-line employees. Automated and online services also must be positioned to give correct gender cues, particularly to male markets.
Originality/value
This is one of the few studies to explore the gender identity of services and the first study to consider service gender in approximately two decades. Additionally, it is the first study to explore gender in automated delivery/online services as well as high/low-contact services, and the first study to gauge service gender perceptions of Gen Y.
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Monika Rawal, Jose Luis Saavedra Torres, Ramin Bagherzadeh, Suchitra Rani and Joanna Melancon
This study aims to understand the effect of cultural dimension (individualism/ collectivism) on promotional rewards (social or economic) resulting in incentivizing consumers to…
Abstract
Purpose
This study aims to understand the effect of cultural dimension (individualism/ collectivism) on promotional rewards (social or economic) resulting in incentivizing consumers to engage in electronic word-of-mouth (eWOM), further impacting their repurchase intentions.
Design/methodology/approach
In Study 1, a 2 (culture: individualism vs collectivism) × 2 (promotional rewards: social vs economic) between-subjects design was used. Structural equation modeling was used to test the hypotheses. In Study 2, culture was measured instead of just being manipulated. The authors used regression analysis in this study.
Findings
Owing to the characteristics of collectivistic individuals, consumers in collectivistic cultures were more likely to respond to social rewards as an incentive to engage in eWOM. However, consumers in individualistic cultures were more motivated to engage in eWOM when economic rewards were offered.
Originality/value
Despite the global nature of eWOM, little research has explored the effects of cultural traits on consumer response to amplified eWOM strategy. Additionally, though many organizations now offer various promotional incentives to reviewers, little research has explored the effects of promotional offers on a reviewer’s subsequent behavior, and no research has explored the relationship between cultural dimensions and current and future response to promotional eWOM rewards.
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Virtual environments (VEs) are computer‐based, three‐dimensional virtual worlds where users create avatars and interact socially and competitively within the environment. Users…
Abstract
Purpose
Virtual environments (VEs) are computer‐based, three‐dimensional virtual worlds where users create avatars and interact socially and competitively within the environment. Users spend millions of dollars every year consuming items for their avatars. Marketers have begun offering branded items in these communities with mixed results. The purpose of this paper is to examine motivational, usage, and demographic differences in VEs across two popular VE types: reality and fantasy‐based platforms.
Design/methodology/approach
A sample of 106 users of reality and fantasy based VEs was collected using an online survey methodology.
Findings
Results indicate that both reality and fantasy worlds are outlets for escapism and immersion. Reality VE users are more motivated to seek social relationships with other users and are more highly involved in the VE than fantasy users. Fantasy‐users are motivated by achievement and manipulation of others and are slightly more likely to be male, younger, and engage in the VE with members of their household.
Practical implications
Studies suggest that message congruency with the gaming context leads to better attitudes toward advertising in online games. This study suggests that tailoring communications for differences due to VE type may produce more favorable outcomes for marketers. Implications for product and branding strategy are suggested.
Originality/value
Little empirical work addresses successful marketing strategy in VEs, although hundreds of brands have entered these worlds. This research is the first to consider VE type and user motivation, usage, and demographics in the framing of marketing messages.
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Joanna Phillips Melancon, David A. Griffith, Stephanie M. Noble and Qimei Chen
Building on the service‐centered dominant logic, this paper aims to investigate the effects of firm knowledge (knowledge of customers, industry, and practices) and synergistic…
Abstract
Purpose
Building on the service‐centered dominant logic, this paper aims to investigate the effects of firm knowledge (knowledge of customers, industry, and practices) and synergistic combinations of different types of employee knowledge as a foundation for competitive advantage in retail and service organizations. Specifically, it seeks to theorize that the firm's operant knowledge resources combine to develop the service‐based value proposition of enhanced ability to meet customer needs that results in greater performance.
Design/methodology/approach
A survey methodology was used to test the hypotheses using a sample of 293 retail and service providers.
Findings
Employees' knowledge of its customers and competitors allow the firm to enhance its ability to meet customer needs, whereas knowledge of firm practices, in isolation, does not enhance a firm's ability to meet customer needs. When looking at the synergistic combination of employees' knowledge (i.e. the two‐way interactions and the three‐way interaction of knowledge of customers; knowledge of firm practices; knowledge of industry) several interesting insights emerge to help to understand how to enhance a firm's ability to meet customer needs.
Research limitations/implications
Since researchers have yet to fully explore the effects of knowledge as operant resources and their conversion into capabilities, this study uses a dynamic capabilities approach and demonstrates that providing front‐line employees with the knowledge necessary to understand the firm's consumer base allows the firm to develop the ability to meet customer needs (i.e. a capability), which in turn allows the organization to reap the economic benefits of a satisfied and returning customer base.
Practical implications
The two‐way and three way interactions provide new insights into the synergistic employment of operant knowledge resources.
Originality/value
The results suggest that operant knowledge resources may not be equally created as different combinations of operant resources result in superior capabilities than other combinations.
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Douglas L. Fugate and Joanna Phillips
The purpose of this paper is to replicate and extend earlier work on product gender perceptions.
Abstract
Purpose
The purpose of this paper is to replicate and extend earlier work on product gender perceptions.
Design/methodology/approach
The methodology tested six hypotheses, using nearly 500 respondents. The hypotheses were investigated using a survey approach with validated scales. Likert‐type data were analyzed using appropriate statistical measures.
Findings
Analysis of the data demonstrated that product gendering is still prevalent. In addition, males were more likely than females to purchase gender‐congruent products; that individuals with a greater desire for product‐self‐congruence used products as a form of self‐concept; that individuals reared in non‐traditional households were less focused on gender congruence; that less traditional individuals were less focused on gender congruence; and that those who sought gender congruence were more likely to seek gender cues in the marketing mix.
Research limitations/implications
The product selection was based on a previous study and the sample was non‐random. Both of these decisions could be questioned.
Practical implications
These research results will allow one to understand whether social change during the past decade has altered product gender perceptions and to explore the degree to which consumers seek congruence between their own gender orientations and perceived product gender. This knowledge could be very important to consumer goods marketers making product design and promotional decisions.
Originality/value
The paper examines gender congruence in a maturing Generation Y, a generation second in size only to the Baby Boomers and one of significant market importance. It also provides the first substantive new data on this subject in over a decade.
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Vassilis Dalakas and Joanna Phillips Melancon
The purpose of this paper is to explore potential negative outcomes of high fan identification as well as to identify the causal mechanism or mediator by which high identification…
Abstract
Purpose
The purpose of this paper is to explore potential negative outcomes of high fan identification as well as to identify the causal mechanism or mediator by which high identification may result in such negative responses.
Design/methodology/approach
A scale development process was used to develop a new mediating construct for the fan identification literature, the Importance of Winning Index (IWIN). Structural equations modeling was used to analyze the surveys.
Findings
The IWIN construct represents a new and distinct construct from fan identification. Additionally, IWIN mediates the relationship between fan identification and negative outcome behaviors, thus serving as an explanatory mechanism of when fan identification can produce negative behaviors (in this study Schadenfreude, or wishing ill/harm on rivals).
Research limitations/implications
A student sample and limitation to one context of negative outcomes leaves opportunities for future research to assess the generalizability of these results across various populations and contexts.
Practical implications
Schadenfreude is manifested toward a variety of targets associated with a rival team, including the team's sponsors. Companies should be cautious when selecting what teams they sponsor so that they do not alienate potential consumers who are fans of rival teams. Moreover, the study raises important ethical and social responsibility issues with broader implications suggesting that sports organizations need to promote strong identification among their fans in a responsible manner.
Originality/value
This article is one of few studies that addresses the adverse effects of a highly identified fan/customer base and extends the identification literature by introducing a new variable (IWIN) that mediates the relationship between identification and negative outcomes.
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David A. Hales and Mark C Goniwiecha
The purpose of this article is to help acquaint librarians with some of the major resources that are available regarding the Alaska Native Claims Settlement Act and the National…
Joanna Dyczkowska, Joanna Krasodomska and Fiona Robertson
Stakeholder capitalism (SC) advocates that organisations should focus on creating long-term value for all key stakeholders rather than maximising short-term profits for…
Abstract
Purpose
Stakeholder capitalism (SC) advocates that organisations should focus on creating long-term value for all key stakeholders rather than maximising short-term profits for shareholders. This paper aims to explore whether and how business organisations have applied stakeholder capitalism principles (SCPs) during the COVID-19 pandemic and how these efforts were communicated in integrated reports.
Design/methodology/approach
This study is based on the content analysis of the text extracted from the integrated reports of 22 companies categorised as excellent in the 2020 EY Excellence in Integrated Reporting Award 2020. The research material consisted of paragraphs that reflected how the company observed the SCPs in practice.
Findings
The stakeholder responsibility principle was the most represented by the examined companies, followed by the principles of continuous creation, stakeholder engagement and stakeholder cooperation. The COVID-19 pandemic has propelled the necessity of implementing innovative solutions to counteract the virus's spread. It has also spurred the need for two-way digitalised communication between the executives and stakeholders. The new situation also required collaborative approaches in the forms of partnerships, joint initiatives and programmes to ensure employee safety and help communities recover from the social and economic impacts of the pandemic.
Originality/value
This study links SC with integrated reporting (IR) and contributes to the literature by providing new insights into how SCPs have been applied during the COVID-19 pandemic. This discussion suggests that whereas these principles determine how the companies must act to satisfy stakeholders expectations, integrating reporting may help develop a report that is stakeholder-oriented and which responds to their information needs.