Nazuk Sharma and Marisabel Romero
The purpose of this study is to investigate the impact of advertising products with their reflections on some important brand outcomes such as brand purchase likelihood, brand…
Abstract
Purpose
The purpose of this study is to investigate the impact of advertising products with their reflections on some important brand outcomes such as brand purchase likelihood, brand trust and consumer willingness to pay for the advertised product.
Design/methodology/approach
This research uses four experiments to assess the effects of advertising products with (vs without) reflections on the focal brand outcomes.
Findings
Results evidence a robust negative effect of advertising products with their reflections on the investigated brand outcomes across multiple product categories. Following Signaling Theory, product reflections are found to act as negative signaling devices in brand advertising contexts given that these inverted, false object reproductions are processed with a sense of confusion, ambiguity and uncertainty. Further in line with Signaling Theory, increased product quality uncertainty is determined as the underlying process and brand confidence signaling is tested as a relevant moderator to the proposed effects.
Originality/value
This inquiry is the first to systemically investigate brand implications of advertising products with their reflections. Counter to marketers’ aesthetic intuitions, the current research finds that this common advertising practice can actually hurt critical brand outcomes such as brand trust.
Details
Keywords
Jamie D. Collins, William J. Worthington, Pedro M. Reyes and Marisabel Romero
The purpose of this paper is to provide a conceptual overview of the relationship between knowledge management, supply chain technology investments, and overall firm performance…
Abstract
Purpose
The purpose of this paper is to provide a conceptual overview of the relationship between knowledge management, supply chain technology investments, and overall firm performance. Additionally, a historical review of supply chain development is offered along with a comprehensive list of supply chain measures currently in use and a discussion of how those measures align within the overall firm strategy.
Design/methodology/approach
Building on knowledge management theory, the paper argues herein that the transitory nature of firm‐level differentiation and the ease with which competitors gain access to each others' business strategies demand that firms stay flexible. It is also argued that translating firm knowledge resources into useable knowledge management capabilities may enable firms to enhance their likelihood of competitive advantage.
Findings
Many leading firms drive towards new advantages through supply chain information capturing investments. By capturing data and mining that information, firms are better equipped to identify impending changes in the environment and to adjust their strategies accordingly.
Practical implications
Firms that have a developed sense of competiveness are more likely to capture and utilize the increased datum provided by IT investments and more likely to implement that knowledge in a way that leads to operational improvements. As firms pursue global markets, supply chain complexity grows exponentially. Firms will need to respond and operations managers will need to find ways to empirically measure their performance to find improvements. Every investment in supply technology should be driven by an understanding of the inextricably inter‐connectedness of knowledge management capabilities and the firm's ability to effectively implement its corporate strategies. By emphasizing the inter‐connection between knowledge management and supply chain technology investments, firms improve their potential for developing a competitive advantage.
Originality/value
This paper provides a unique conceptual framework intended to aid researchers and managers develop a more thorough understanding of the linkages between knowledge management capabilities, supply chain technology investments, and overall firm performance.