Lesley Ledden and Stavros P. Kalafatis
Despite current advances in the domain, little is known about the dynamic nature of the value construct, specifically the manner in which value perceptions change over time during…
Abstract
Purpose
Despite current advances in the domain, little is known about the dynamic nature of the value construct, specifically the manner in which value perceptions change over time during the higher education consumption experience. This paper aims to examine the impact that emotions (affective states) and knowledge (cognitive influences) have on changes to the give and get dimensions of value, the respective impact of these on satisfaction, and the latter's influence on intention to recommend.
Design/methodology/approach
The study was conducted in the UK education domain. Data were collected through a matched sample of 66 students at two points in time (at the start of the course and half way through) during a one‐year postgraduate course. The PLS approach to structural equation modelling was employed to examine the relationships between the focal constructs.
Findings
The results indicate differential impact of knowledge and emotions on the value dimensions at the two time points. Emotions are more dominant at time 1, while at time 2 the impact of emotions and knowledge on the value dimensions is comparable. There is significant increase from time 1 to 2 in six of the examined relationships while the reverse is found for only one relationship. The influence of satisfaction on intention to recommend increases significantly from time 1 to 2.
Originality/value
To the knowledge of the authors, this research represents the first examination of value's temporal nature, in which the results provide empirical support for value as a dynamic phenomenon that is differentially influenced by cognitive and affective variables.
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Jaywant Singh, Stavros P. Kalafatis and Lesley Ledden
Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact of perceptions of parent brands’…
Abstract
Purpose
Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact of perceptions of parent brands’ positioning on consumers’ perceptions of cobrand positioning has not been investigated. The aim of the present study is to fill this gap.
Design/methodology/approach
Employing a quasi-experimental design, the authors create cobranding scenarios in three product categories (tablet computers, cosmetics, and smart phones). The data are collected via structured questionnaires resulting in 160 valid responses. The data are analyzed employing Partial Least Squares-based Structural Equation Modeling (PLS-SEM), and consumer evaluation of cobrands is tested in relationship to the prior positioning of the parent brands, product fit and brand fit, along with post-alliance positioning perceptions of the partner brands.
Findings
The results confirm brand positioning as a robust indicator of consumer evaluation of cobrands. Positioning perceptions of partner brands are positively related to cobrand positioning perceptions. In addition, pre-alliance positioning significantly relate to post-alliance positioning, confirming cobranding as a viable strategy for partner brands.
Research limitations/implications
The paper recommends research that could reveal the impact of differential brand equities of partner brands, such as, between a high-equity brand and a low/moderate-equity brand, mixed brand alliances – product/service; service/service, and at different levels of partner brand familiarity.
Practical implications
Managers should design cobrand positioning based on existing positioning perceptions of the partner brands, rather than focussing on product fit and brand fit.
Originality/value
The study demonstrates the focal role of positioning strategies of partner brands in consumer evaluation of cobrands.
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Graham Whittaker, Lesley Ledden and Stavros P. Kalafatis
The objectives of this paper are twofold: to add to the debate regarding conceptualisation and operationalisation of value within a professional service domain, and to contribute…
Abstract
Purpose
The objectives of this paper are twofold: to add to the debate regarding conceptualisation and operationalisation of value within a professional service domain, and to contribute to the relatively sparse literature dealing with the functional relationship between determinants and outcomes of value with specific emphasis on the value to satisfaction and intention to re‐purchase relationship in professional services.
Design/methodology/approach
A theoretically grounded model has been developed that comprises three antecedents of value (conceptualised as a higher order construct of six dimensions) and satisfaction both of which impact on intention. The model has been tested, using partial least squares, on 78 responses obtained through an email survey carried out amongst executives of the top 300 UK‐based companies listed in the Times 1,000.
Findings
The results indicate that although perceived value is a multi‐dimensional construct treating value as a unified construct may lead to confounding effects. Although further research is needed it is suggested that different dimensions of value act at different levels of the value hierarchy and differentially reflect process and outcome value creation forces in professional services.
Originality/value
This paper adds to the debate surrounding conceptualisations of the value construct by offering empirical support as to its formative nature. Furthermore, this is the first attempt to examine differences in the nomological relationships of value when it is treated as a single higher order construct and when the higher order structure of value is relaxed allowing its dimensions to directly interact with antecedents and consequences.
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Katherine Tyler, Mark Patton, Marco Mongiello and Derek Meyer
The purpose of this article is to review the emerging literature of services business markets (SBMs) from 1974 to 2007 and analyse main themes that indicate the development of the…
Abstract
Purpose
The purpose of this article is to review the emerging literature of services business markets (SBMs) from 1974 to 2007 and analyse main themes that indicate the development of the literature. It also aims to provide an introduction to the special issue on services business‐to‐business markets by examining the context.
Design/methodology/approach
The literature of SBMs from 1974 through 2007 was searched in relevant databases. The articles were analysed using Glaser's grounded theory. The constant comparison method was used with in vivo coding to reveal themes in the literature. These themes were then analysed contextually.
Findings
The literature revealed seven themes which followed a trajectory from implicit to explicit consideration of SBMs, as well as to multi‐ and cross‐disciplinary focus with integration of variables from consumer services marketing. The landscape for SBMs has become blurred due to deregulation, globalisation and information technology, particularly the internet and e‐commerce. The complexity and diversity of the literature reflects this new, blurred reality.
Research limitations/implications
This research is limited to indicative literature about SBMs as an introduction to the special issue on services business‐to‐business markets. The literature would benefit from a full critical review and research agenda.
Practical implications
The integration of theories coupled with the focus on specific service sectors and contexts, provide useful, applicable and transferable concepts which may be helpful to managers who are working in new contexts.
Originality/value
This article surveys the emergence of the literature on SBMs and defines its trajectory, themes and characteristics. It provides a useful background for academics and practitioners who would find a guide to the fissiparous literature on SBMs useful.