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Article
Publication date: 22 February 2022

Mavis T. Adjei, Nan Zhang, Ramin Bagherzadeh, Maryam Farhang and Ashok Bhattarai

This research aims to provide a theory-based means for firms to improve customers' likelihood to provide reviews and elicit reviews that are more accurate accounts of customers'…

540

Abstract

Purpose

This research aims to provide a theory-based means for firms to improve customers' likelihood to provide reviews and elicit reviews that are more accurate accounts of customers' consumption experience. The authors also examined the moderating impact of type of review (whether the reviews are anonymous or identified) on the effect of moral identity on the likelihood to provide reviews and accuracy of the reviews.

Design/methodology/approach

Data were collected via two experiments (n = 524) in lab sessions. The authors used convenient samples comprised of college students and administrative staff. Study 1 was used to examine the impact of participants' naturally existing moral identity on the likelihood to provide reviews and the accuracy of the reviews provided. Study 2 was used to investigate whether moral identity can be artificially activated or not. Study 2 was also used to test the moderating impact of the type of review on the effect of moral identity (activated vs not activated/control) on likelihood to provide reviews and the accuracy of the reviews provided.

Findings

The authors found that moral identity positively impacts the likelihood that customers will agree to provide reviews and the accuracy of the reviews. Also, the type of review moderates the effect of moral identity for those whose moral identity was not activated (i.e. uninfluenced). However, the type of review did not moderate the effect of moral identity when participants' moral identity was activated or primed.

Originality/value

Strategies currently used to elicit online reviews yield low conversion rates or elicit reviews that potential customers do not trust. This paper provides an empirically tested, theory-driven means for managers of digital platforms to improve customer engagement behaviors such as “liking”, tweeting, sharing and product reviews.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 1
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 10 March 2022

Arash H. Zadeh, Maryam Farhang, Mohammadali Zolfagharian and Charles F. Hofacker

This research (1) investigates value cocreation behavior and the underlying activities on social media; (2) examines the motivational values and psychological predictors of…

1512

Abstract

Purpose

This research (1) investigates value cocreation behavior and the underlying activities on social media; (2) examines the motivational values and psychological predictors of cocreation intention on social media via uses and gratification paradigm (U&G) and the Theory of Planned Behavior (TPB); (3) investigates an underlying mechanism linking the motivational values to cocreation intention, via attitude.

Design/methodology/approach

Structural Equation Modeling (SEM) and the mediation analysis are used to test the data from 417 Facebook users.

Findings

Cocreation intention is (1) robustly influenced by extrinsic motivational values, such as purposive value; (2) indirectly affected, through attitude, by intrinsic motivational values such as entertainment and social enhancement; and (3) not associated with subjective norms, behavioral control and self-discovery. The latter is a likely result of this study's focus on explaining value cocreation rather than social media usage.

Research limitations/implications

This study is one of the first to identify antecedents of cocreation intention on Facebook, using an integrative model of TPB and U&G. Attitude serves as a key construct, mediating the effects of motivational values on cocreation intention, with mediation being partial for some values and complete for others. The existence of direct and indirect effects of motivational values and the mediating role of attitude points to the illustrious yet contested value–attitude–behavior hierarchy and offers explanations as to why some of the motivational values were not linked to the cocreation behavior on Facebook (Pelletier et al., 2020).

Practical implications

Firms should strive to influence the attitude of their users toward cocreation intention as it links the influence of motivational values on value cocreation. Managers should strive to prepare an appropriate platform where customers can easily interact with one another and communicate different value propositions. The goal should be to enable customers to derive extrinsic values as they interact with corporate-sponsored social media content. More specifically, purposive value, followed by socializing value, should be emphasized during social media content design. For example, the content should feature concrete and convenient informational and instrumental benefits (purposive value) and provide customers with tools that enable them to create social support, friendship and intimacy (socializing value). In addition, entertainment value should not be dismissed.

Originality/value

This research builds upon the emerging social media literature and a robust decision-making model to investigate value cocreation, predictors and an underlying mechanism explaining the relationships.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 2
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 31 October 2022

Maryam Farhang, Omid Kamran-Disfani and Arash H. Zadeh

This paper aims to investigate the impact of brand equity (BE) on stock performance (i.e. stock return, volatility and beta), and compare the performance of a high brand equity…

894

Abstract

Purpose

This paper aims to investigate the impact of brand equity (BE) on stock performance (i.e. stock return, volatility and beta), and compare the performance of a high brand equity stocks (HBES) portfolio with that of the overall market during market downturn, market upturn and total disturbance periods of the COVID-19 pandemic in 2020.

Design/methodology/approach

Stock performance data and brand valuation estimates are obtained from various sources to assemble a portfolio of HBES and conduct the analyses. Econometric models are estimated to examine the impact of BE on stock performance and compare the HBES portfolio performance versus the overall market.

Findings

BE was positively associated with stock return and negatively associated with both types of risk (volatility and beta) during the COVID-19 pandemic. Specifically, during the market downturn period, BE was positively related to stock return and negatively related to stock volatility; during the market upturn period, BE was negatively associated with both types of risk; and during the total disturbance period, BE was positively associated with stock return and negatively associated with both types of risk. Finally, the HBES portfolio outperformed the market (S&P 500 index).

Research limitations/implications

The findings advance the extant research by providing evidence pertaining to brands' role in mitigating the impact of unpredictable market shocks and crises, such as the COVID-19 pandemic, on stock performance. While brands are mostly viewed as drivers of sustained competitive advantage and profitability, their protective role in crisis times is noteworthy.

Practical implications

The research findings potentially help marketing and brand managers to justify marketing spending and craft their strategies to enhance firm performance during crises similar to COVID-19.

Originality/value

The marketing–finance interface can benefit from insights offered by the COVID-19 pandemic, as such crises are becoming prevalent and are capable of damaging various stakeholders' outcomes (firms, investors and customers). The empirical examination is separately conducted on the market downturn, market upturn and total disturbance period attributable to the COVID-19 pandemic.

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Article
Publication date: 13 May 2022

Sina Aghaie, Omid Kamran-Disfani, Amir Javadinia, Maryam Farhang and Ashok Bhattarai

The purpose of this study is to empirically investigate the impact of incumbents’ defensive strategies, specifically price-cut and capacity expansion, on new entrants’ (NEs) exit…

510

Abstract

Purpose

The purpose of this study is to empirically investigate the impact of incumbents’ defensive strategies, specifically price-cut and capacity expansion, on new entrants’ (NEs) exit decisions and examine the moderating role of incumbents’ relational market-based assets (RMBAs).

Design/methodology/approach

Drawing upon real options theory, an empirical study using logistic regression is conducted on a rich, multi-market data set of NE exits between 1997 and 2019 in the U.S. airline industry.

Findings

Contrary to intuitive expectation, the results show that cutting prices in response to entry reduces NEs’ likelihood of market exit. However, when incumbents possess strong RMBAs, using a price cut proves to be effective in pushing NEs out of a market. Moreover, an NEs’ exit likelihood is higher when incumbents expand capacities in response to entry.

Research limitations/implications

In this study, market exit is defined as a complete withdrawal from the market and operationalized as a binary variable. Future research could examine different degrees of downscaling by NEs while remaining in the market.

Practical implications

This research demonstrates the opposing effects of price-cut and capacity expansion and the crucial role of RMBAs and advises managers to be cautious and consider trade-offs when implementing their defensive strategies to push NEs out of their markets.

Originality/value

This study contributes to the literature by examining the impact of incumbents’ defensive strategies, price-cut and capacity expansion, side by side and exploring the moderating role of RMBAs. Extant research has focused on antecedents of defensive strategies, whereas the consequences are the focus of this research.

Details

European Journal of Marketing, vol. 56 no. 5
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 18 March 2020

Farhang Djafari, Hossein Shahinfar, Maryam Safabakhsh and Sakineh Shab-Bidar

Fruits and vegetables (FVs) are a good source of substances that contributed to bone health. However, the relation of FVs consumption with inflammation and bone biomarkers is…

127

Abstract

Purpose

Fruits and vegetables (FVs) are a good source of substances that contributed to bone health. However, the relation of FVs consumption with inflammation and bone biomarkers is inconsistent. Thus, this paper aims to assess the association of FVs intake with inflammation and bone biomarkers in older adults.

Design/methodology/approach

This cross-sectional study was performed on 178 older adults in Tehran, with a mean age of 67.04. Biochemical measurements including serum osteocalcin, high sensitivity c-reactive protein, 25-hydroxyvitamin D 25(OH) D, parathormone and urine terminal telopeptide of Type I collagen (u-CTx) was done. The intake of FVs was calculated using a validated quantitative food frequency questionnaire.

Findings

Pearson correlation coefficients showed a positive relation between serum osteocalcin and total vegetables (r = 0.167, p = 0.026), juices group (r = 0.155, p = 0.035), starchy vegetables (r = 0.205, p = 0.006) and other vegetable group (r = 0.161, p = 0.032) even after controlling of potential confounders. Analysis of covariance showed that total vegetable were significantly associated with serum osteocalcin (p = 0.041) and PTH levels (p = 0.028). Additionally, no evidence of a significant relationship between total fruit intake and test variables was observed. However, subgroup analyses demonstrated a significant association between citrus fruits and serum 25(OH) D (p = 0.017). A significant relation between starchy vegetable and urine CTx-I was reported (p = 0.016). Moreover, other vegetable subgroup was strongly associated with serum osteocalcin (p = 0.003).

Originality/value

The results of this paper may provide insight for clinical interventions and also important to make policy for prevention or easing bone disorders and general inflammation related to fruit and vegetable intake.

Details

Nutrition & Food Science , vol. 50 no. 6
Type: Research Article
ISSN: 0034-6659

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Article
Publication date: 9 October 2019

Mohsen Pakdaman, Sara Geravandi, Ali Hejazi, Mobin Salehi and Mahboobeh Davoodifar

Currently, the health system is a treatment-oriented system focused on service providers. In this system, the main focus is on the health market, with little attention on insured…

78

Abstract

Purpose

Currently, the health system is a treatment-oriented system focused on service providers. In this system, the main focus is on the health market, with little attention on insured. One way to get out of existing conditions is to empower the insured in order to involve them actively in maintaining and improving health. The paper aims to discuss these issues.

Design/methodology/approach

This qualitative study was done using the content analysis method. Based on the purposive sampling method and theoretical saturation criterion, 24 individuals including 12 health insurance experts and 12 insured participated in the study in 2018. The semi-structured interview method was used to collect data. Data were analyzed using MAXQDA10 software.

Findings

Having analyzed the interviews, 750 codes were obtained. These codes were categorized into two categories of “insurance experts” and “insured” and ten subcategories of “informing and educating, cost reduction, intersectional activities, expectations from the insured, services package, access to services, inability to pay costs, participation, and expectations from the insurance organization.”

Originality/value

This qualitative study was conducted to assess and determine the effective strategies for empowering the insured under health insurance. The results of this study are helpful to the health insurance organizations and health decision makers to detect the effective ways to develop the quality of insurance services, improve the status of insured, and increase access to health care goods and services.

Details

International Journal of Human Rights in Healthcare, vol. 12 no. 5
Type: Research Article
ISSN: 2056-4902

Keywords

Available. Open Access. Open Access
Article
Publication date: 18 June 2021

Leila Vali, Fatemeh Ataollahi, Mohammadreza Amiresmaili, Nouzar Nakhaee and Maryam Okhovati

One of the priorities of the health system is community health promotion. In this regards, proper development of programs and plans is needed to create a responsive system which…

1021

Abstract

Purpose

One of the priorities of the health system is community health promotion. In this regards, proper development of programs and plans is needed to create a responsive system which leads to health promotion. The aim of this study was to identify the requirements for developing non-communicable disease (NCDs) programs based on CIPP (context, input, process and product) model.

Design/methodology/approach

This is a qualitative study. Data were collected through semi-structured interviews with 40 experienced informants in the field of NCDs. The interviewees were selected bases on pre-determined criteria which then were completed by snowball sampling. Analysis was carried out using a content analysis approach that led to identifying program development requirements in four dimensions of context, input, process and product.

Findings

Twenty-nine requirements of developing program were categorized in four domains of context, input, process and product. These requirements comprised of pilot studies, the existence of appropriate needs assessment, evidence-based programs, promoting organizational culture, adequacy of resources, identification of stakeholders and comprehensive cooperation and existence of an appropriate evaluation system.

Research limitations/implications

Since this study was performed through a qualitative method, it is possible, some prerequisites of program development may not be encountered. But the extreme effort has been made to perceive diversity and different aspects.

Originality/value

The first study was in the field of appropriate requirements for program development in the context of a centralized health system in a developing country.

Details

Journal of Health Research, vol. 36 no. 6
Type: Research Article
ISSN: 0857-4421

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Article
Publication date: 11 October 2022

Maryam Pourzakarya and Somayeh Fadaei Nezhad Bahramjerdi

In spite of controversies in academia, various nations around the world have been propounding the importance of cultural and creative industries (CCIs) as the driving force in…

225

Abstract

Purpose

In spite of controversies in academia, various nations around the world have been propounding the importance of cultural and creative industries (CCIs) as the driving force in economic growth and development strategies. Accordingly, this research aims to understand how these industries could contribute to forming a cultural and creative policy scheme in an urban context that is structured based on local cultural assets.

Design/methodology/approach

The case analysis of Rasht city, a UNESCO Creative City, assesses the planning policies from the national to the regional level to determine the cultural policy planning platform of Creative Rasht in four phases of urban cultural resources, municipal objectives, festival urban branding and the role of stakeholders, which are fashioned by the integrated cultural identity and sustainable city. This is followed by semi-structured interviews with experts and young researchers in the field of culture-led urban regeneration to evaluate different phases of the policy planning process.

Findings

By means of the qualitative method and ethnographic research, this paper argues that managerial regulations for local cultural industries contribute not only to the reinforcement of cultural resources but also to urban cultural sustainable development.

Originality/value

Building on empirical research, this paper attempts to argue the significant role of local CCIs alongside social values in creating a creative city platform, given the necessity for an urban cultural platform in Iran. It also emphasises the importance of local communities’ participation in the decision-making process and awareness-raising among different groups of stakeholders.

Details

Journal of Place Management and Development, vol. 16 no. 2
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 15 April 2022

Maryam Pourzakarya

This study aims to argue the concept of cultural and creative industries (CCIs)-led tourism within a rural context to investigate the potential of local cultural and creative…

520

Abstract

Purpose

This study aims to argue the concept of cultural and creative industries (CCIs)-led tourism within a rural context to investigate the potential of local cultural and creative assets from the perspectives of rural communities, visitors and public institutions to stimulate co-creation experiences and long-term development.

Design/methodology/approach

By adopting qualitative methodology and case study research, this paper aims at evaluating the positive and negative aspects of developing local CCIs through the case of Rudkhan Castle rural villages in Gilan, Iran, where is the source of various indigenous cultural resources. This will be followed by classifying common CCIs through semi-structured interviews with stakeholders leading to policy planning suggestions.

Findings

Results demonstrated that the existence of cultural heritage or a historical site in a village has a direct impact on the prioritisation of indigenous CCIs from the perspective of the local community, tourists and governmental organisations. In this case, local authorities need to focus on the development of lesser-known cultural industries such as crafts or gastronomy by involving locals in decision-making processes that could be extendable to long-term tourism development planning.

Originality/value

Although the initiation of CCIs has led to new debates on the significance of co-creation experiences and cultural values in the tourism industry, it is criticised for creating social exclusion or unstable jobs. This research contributes to filling the gap between the potential of CCIs and rural tourism development from a policy perspective.

Details

Consumer Behavior in Tourism and Hospitality, vol. 17 no. 2
Type: Research Article
ISSN: 2752-6666

Keywords

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