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Article
Publication date: 10 February 2022

Talat Islam and Mawra Hussain

Country of origin is a well-studied topic for developed countries that have a favourable image. However, how country of origin image affects the consumers of an emerging country…

4921

Abstract

Purpose

Country of origin is a well-studied topic for developed countries that have a favourable image. However, how country of origin image affects the consumers of an emerging country on a frontier market with high uncertainty avoidance still needs to be shed light. Therefore, this study investigated the relationship of country of origin image with consumer purchase intention through consumer uncertainty. The study further explored the conditional effect of brand image between country of origin and consumer uncertainty.

Design/methodology/approach

The data for this study was collected from 400 Pakistani consumers. As this study assessed purchase intentions and consumer uncertainty related to high technology products of China, therefore, the consumers of the Huawei brand were selected.

Findings

The findings revealed a negative influence of country of origin image on consumer purchase intentions both directly and indirectly through consumer uncertainty. Furthermore, the positive brand image of high tech products was found to moderate the effect of country of origin image on consumer uncertainty.

Originality/value

This study is the first of its kind that explores the intervening role of consumer uncertainty between country of origin image and consumer purchase intention in an emerging market. In addition, the study highlights the importance of strong brand image as it buffers consumer uncertainty because of stereotypes.

Details

International Journal of Emerging Markets, vol. 18 no. 11
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 29 August 2022

Mawra Hussain, Talat Islam and Saif Ur Rehman

This study focused on nonconventional marketing (in-game advertisement interactivity) to understand consumers' purchase intentions. Specifically, this study aims to explore the…

1668

Abstract

Purpose

This study focused on nonconventional marketing (in-game advertisement interactivity) to understand consumers' purchase intentions. Specifically, this study aims to explore the intervening role of feelings of presence between in-game advertisement interactivity and consumer purchase intention. It further explores whether game–product congruence moderates the relationship between feelings of presence in the game and consumer purchase intention.

Design/methodology/approach

This study collected data from 386 PUBG mobile players on a convenience basis. The selected players were ensured to have experience in playing mission ignition mode (a Tesla-themed mode of PUBG mobile).

Findings

The study noted that in-game advertisement interactivity positively affects consumer purchase intention, and this relationship is further explained through feelings of presence. In addition, game–product congruence was noted to strengthen the association between feelings of presence and consumer purchase intention.

Research limitations/implications

The study used a cross-section design to collect data from players of PUBG through Google Forms on a convenient basis. The study highlights the significance of nontraditional advertisement and game–product congruence that helps businesses to attract customers.

Originality/value

Drawing upon transportation theory, this study is the first of its kind that has explored the mediating role of feelings of presence between in-game advertising interactivity and consumer purchase intention. In addition, this study shed light on the importance of game–product congruence to strengthen purchase intention.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 4
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 18 November 2022

Rehab Iftikhar and Khadija Mawra

This paper focuses on knowledge storage, knowledge accessibility and the associated challenges with these processes in an interorganizational project. For this purpose, the…

290

Abstract

Purpose

This paper focuses on knowledge storage, knowledge accessibility and the associated challenges with these processes in an interorganizational project. For this purpose, the context of the Orange Line (OL) metro train project in Pakistan is examined, where multiple organizations were involved.

Design/methodology/approach

This study adopts an exploratory single case study approach. The empirical data comprise semi-structured interviews and archival documents. Thematic analysis is used for analyzing the data.

Findings

The distinct findings include (1) the use of knowledge storage systems, such as manual storage systems, electronic storage systems and assigning a dedicated resource; (2) that knowledge accessibility occurs at different levels within the organization (including intradepartmental and interdepartmental levels) as well as at interorganizational levels and (3) the challenges, such as misuse of knowledge, time pressures, confidentiality of sensitive knowledge, government regulations and the reliance on human memory, which are associated with knowledge storage and knowledge accessibility. Based on the findings, an integrative framework of the interplay between knowledge storage, knowledge accessibility and challenges is proposed.

Originality/value

This paper contributes to the literature on resource-based theory by examining knowledge storage and accessibility in an interorganizational project.

Details

International Journal of Managing Projects in Business, vol. 16 no. 2
Type: Research Article
ISSN: 1753-8378

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Article
Publication date: 14 February 2025

Rehab Iftikhar and Mehvish Rashid

Knowledge loss and retention are common phenomena not only for organizations but also for interorganizational projects, where multiple organizations are involved. This paper sets…

15

Abstract

Purpose

Knowledge loss and retention are common phenomena not only for organizations but also for interorganizational projects, where multiple organizations are involved. This paper sets out to understand why knowledge loss occurs and how to retain knowledge, particularly in the context of interorganizational projects. For this purpose, the Orange Line Metro Rail Transit System in Lahore, the Bus Rapid Transit in Peshawar and the Green Line Metrobus in Karachi, all in Pakistan, were examined.

Design/methodology/approach

A multi-case study approach is employed in this paper. Empirical data were collected through semi-structured interviews and archival documents. To analyze the data, we used a three-step thematization procedure, which included data condensation, data presentation and conclusion.

Findings

The findings present the determinants of knowledge loss, including high time pressure, memory decay, lack of sharing of personal knowledge and tenuous relationships between salary and experience. For knowledge retention, the findings provide evidence of the transformation of the working environment, externalization, job shadowing, the hiring and rehiring individuals and the provision of incentives.

Originality/value

By examining knowledge loss and retention in interorganizational projects, this article contributes to the literature on knowledge-based theory.

Details

International Journal of Managing Projects in Business, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1753-8378

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Article
Publication date: 31 January 2024

Chau Ngoc Dang, Warit Wipulanusat, Peem Nuaklong and Boonsap Witchayangkoon

This study aims to explore the relationships between knowledge management (KM) enablers, employee innovativeness (EI) and market development performance (MDP) in architecture…

51

Abstract

Purpose

This study aims to explore the relationships between knowledge management (KM) enablers, employee innovativeness (EI) and market development performance (MDP) in architecture, engineering and construction (A/E/C) firms.

Design/methodology/approach

A questionnaire survey is conducted to collect empirical data from A/E/C practitioners in Vietnam. First, factor analysis is used to identify KM enablers in A/E/C firms. Then, a framework which shows the links between KM enablers, EI and MDP is proposed. Structural equation modeling (SEM) is used to examine the proposed relationships.

Findings

This study identifies five constructs which can enable A/E/C firms to achieve effective KM implementation, including mutual trust and collaboration, organizational values and norms, information and communication systems, organizational policies and empowerment. Furthermore, the SEM results show that except for organizational policies, four remaining KM enablers significantly affect EI. It is also found that EI has a significant impact on MDP.

Practical implications

The findings could help A/E/C firms to know which KM enablers are critical to EI and provide a better understanding of the link between EI and MDP. Hence, they could make appropriate investments in KM practices to improve both EI and MDP.

Originality/value

The results of this study fill the gap in knowledge by empirically structuring the relationships between KM enablers, EI and MDP. Such results may provide A/E/C firms with useful information to enhance EI and MDP in today’s intensively competitive construction environments.

Details

Construction Innovation , vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1471-4175

Keywords

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