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Article
Publication date: 1 October 1997

Siew Meng Leong

Examines the effects of extending master brands — brands which so dominate a product category that they are almost synonymous with it. Three factors were experimentally…

3516

Abstract

Examines the effects of extending master brands — brands which so dominate a product category that they are almost synonymous with it. Three factors were experimentally manipulated — category dominance, the success of an extension, and the similarity between the extended and original products. The results indicated that a brand’s association with its original product category was diluted when an extension failed. This effect was moderated by category dominance prior to the extension. Specifically, the dilution effect was less pronounced for master brands than for brands which were less dominant in a product category. However, the similarity between the extended and original product categories did not moderate the dilution effects of master and less dominant brand extensions.

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Journal of Consumer Marketing, vol. 14 no. 5
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 4 September 2017

Carmel Hinchion

This paper looks at how participation in a community of learners can be a resource for learning and identity making (Wenger, 1998). The paper is an interpretation of the selected…

493

Abstract

Purpose

This paper looks at how participation in a community of learners can be a resource for learning and identity making (Wenger, 1998). The paper is an interpretation of the selected pedagogical scripts (learning journals) of three student teachers in an English Pedagogics module over a 13-week period in one university context in the south of Ireland. The paper highlights how participation is both a personal experience and a social process, and how the mind is a distributed force in meaning making and a socially mediated phenomenon. The paper draws attention to how sociocultural theory and the concept of participation can extend and support our understanding of learning.

Design/methodology/approach

The analysis is deductive and interpreted through an existing literature frame. In contrast to “indigenous concepts” inducted from the data the author draws on Patton’s (2002) notion of “sensitizing concepts” which have their origins in social research theory and the research literature: “Sensitizing concepts give the analyst ‘[…] a general sense of reference’ and provide ‘direction along where to look’ (Blumer,1996: 148). Using sensitizing concepts involves examining how the concept is manifested and given meaning in a particular setting or among a particular group of people” (p. 456). Connecting the theoretical sensitizing concepts of “participatory learning” and “identities-in-practice” to the data set of learning journals, three emblematic themes emerge: “Using cultural artefacts to generate teacher identities”, “Participation as learning” and “Challenges of participatory learning”.

Findings

The narrated excerpts from student English teachers’ learning journals, read in the light of sociocultural theory, highlight the process of rendering an identity in participation. Student teachers have worked towards conceptual reach, emotional awareness, experiential understanding and understanding scaffolded learning practices.

Research limitations/implications

The reading of student teachers’ written work in this paper is both particular and partial and aims to illuminate understandings of the practices and processes of participatory learning rather than make generalizable and validity claims. The student cohort is small and is not representative of larger classes.

Practical implications

Wenger (1998) writes that it is the experience of meaning that counts in our human endeavours and in this study the author focuses on student teachers’ meaning making as they develop a professional identity through participation. Dam and Blom (2006) stress that the acquisition metaphor for knowledge is not adequate in preparing student teachers and he makes the case for a balanced coexistence with the participation metaphor. In this paper, the author focuses on the practice of participation for learning.

Social implications

Hall et al. (2014) explain that sociocultural theory has significant explanatory power for understanding and supporting learning. They claim that, particularly in Western societies, learning is often seen as individual, decontextualized and focused on discrete bodies of knowledge. They welcome the sociocultural perspective which does not divorce the individual from their context and highlight how participating with others has a powerful impact cognitively and emotionally.

Originality/value

There has been a dearth of empirical studies focusing on the process of participation in rendering an identity. In this paper, the author has theorised and explicated the process of participation and participatory learning. Participation in the practices of teaching, enriched with reflection and inquiry (Cremin, 2009), has the potential to change the pointing rituals (Sumara, 1996) of teaching and deepen the learning. Furthermore, through such activity, desired behavioural gestalts can be embodied, and the perennial theory practice divide in initial teacher education has the potential for more integration.

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English Teaching: Practice & Critique, vol. 16 no. 2
Type: Research Article
ISSN: 1175-8708

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Article
Publication date: 28 January 2014

Romeo John, Andrew Smith, Sarich Chotipanich and Michael Pitt

Quality function deployment (QFD) is a method for structured product planning and development that enables a development team to specify clearly the wants and needs of customers…

1127

Abstract

Purpose

Quality function deployment (QFD) is a method for structured product planning and development that enables a development team to specify clearly the wants and needs of customers. This method has been successfully employed in the construction industry in developed countries. However, the benefits of QFD have not been practically realised in developing countries such as Nigeria. Hence, this research aims to investigate the awareness and effectiveness of QFD as a quality control technique that enhances the satisfaction of clients in terms of quality, cost and project delivery time in design and build projects.

Design/methodology/approach

A qualitative and quantitative research approach in the form of in-depth telephone interviews and questionnaires was used to obtain the views of construction professionals such as civil engineers, architects, project managers, chief executive officers and trades people involved in design and build projects in the Nigerian construction industry, as well as 50 clients to ascertain the level of satisfaction derived from these design and build projects.

Findings

The results of this research are derived from statistical analysis and show that there is currently little awareness of QFD within the Nigerian construction industry or its potential effectiveness in design and build projects.

Originality/value

There has been little previous research into the use of QFD in the Nigerian construction industry, hence this paper provides insight but also highlights the need for further research.

Details

Journal of Facilities Management, vol. 12 no. 1
Type: Research Article
ISSN: 1472-5967

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Available. Content available
Book part
Publication date: 8 October 2018

Abstract

Details

Challenging the “Jacks of All Trades but Masters of None” Librarian Syndrome
Type: Book
ISBN: 978-1-78756-903-4

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Article
Publication date: 1 July 2004

Dimitra Papadimitriou, Artemisia Apostolopoulou and Ilias Loukas

This study is one of the first efforts in sports marketing literature to assess sports fans' evaluation of brand extensions introduced by a professional sports team. Using…

495

Abstract

This study is one of the first efforts in sports marketing literature to assess sports fans' evaluation of brand extensions introduced by a professional sports team. Using measures of perceived fit between the parent brand and the extensions, it is hypothesised that increased fit will result in more positive fan evaluations and higher intention to purchase the team's extension. Results from correlation and regression analyses provide support for this hypothesis.

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International Journal of Sports Marketing and Sponsorship, vol. 6 no. 1
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 24 July 2007

Christian Bluemelhuber, Larry L. Carter and C. Jay Lambe

The purpose of this paper is to broaden the external validity of the “brand alliance” theory, as it is set up by Simonin and Ruth, by analysing transnational brand alliances. It…

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Abstract

Purpose

The purpose of this paper is to broaden the external validity of the “brand alliance” theory, as it is set up by Simonin and Ruth, by analysing transnational brand alliances. It aims to discuss the significance of country of origin in this context.

Design/methodology/approach

Based on a broad literature review of the brand alliance and country of origin literature the authors conducted an empirical study that examined consumer attitudes towards cross‐national brand alliances.

Findings

The findings demonstrate the role that the relationship between country of origin fit and brand fit plays in predicting consumer attitude towards cross‐border brand alliances; and that when brand familiarity decreases, the positive influence of country of origin fit on attitudes towards the brand alliance increases, and is greater than that of brand fit.

Research limitations/implications

The degree of importance that consumers place on each product in the brand alliance was not taken into account. Future research could also analyse product categories that have strong country of origin associations (e.g. German beer or French pastries) or that belong to the low involvement category.

Practical implications

An interesting result for managers when they set up a cross‐national brand alliance, as the study demonstrates the importance of brand familiarity and of country of origin fit.

Originality/value

The findings replicate those of Simonin and Ruth, which is a useful result because their findings might be attributed also to cross‐boarder alliances. The study represents a noteworthy extension of previous research by introducing a new variable, the “country of origin fit.”

Details

International Marketing Review, vol. 24 no. 4
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 9 April 2020

June Won and J. Lucy Lee

The purposes of the study were (1) to examine whether directional dominance between co-existing athlete brands and sponsor brands exists; (2) to explore whether directional…

497

Abstract

Purpose

The purposes of the study were (1) to examine whether directional dominance between co-existing athlete brands and sponsor brands exists; (2) to explore whether directional dominance influences consumers' memory interference; and (3) to test whether brand interference interacts with directional dominance among brands to influence consumer evaluation and behaviors under multiple endorsement and sponsorship portfolios.

Design/methodology/approach

The research is a 3 (directional dominance: symmetric dominance vs. asymmetric dominance with existing vs. asymmetric dominance with newly endorsed brand) x 2 (brand memory interference: interference vs. no interference) between-subjects factorial design.

Findings

The results indicate that (1) directional dominance influenced consumer brand interference, and directional dominance interacted with brand interference on (2) brand evaluation and (3) purchase intention in multiple brand portfolios.

Originality/value

Considering that conventional single-sponsor sponsorship or single-endorser endorsement portfolios are increasingly rare, research on concurrent circumstances of multiple endorsers and multiple endorsed brands in multiple brand portfolios was necessary. By expanding and reconceptualizing the context of brand networks, this study provides empirical evidence on how the dominance and directionality between endorser and (existing and newly) endorsed brands—an athlete endorser's strong pre-existing association with an existing endorsed brand in particular—influenced consumer brand interference and the brand evaluation in multiple brand portfolios.

Details

International Journal of Sports Marketing and Sponsorship, vol. 21 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 March 2011

Xin Liu and Michael Y. Hu

The study aims to examine the characteristics of product portfolio on the price premium of an umbrella brand. Specifically, the study seeks to explore three aspects of a product…

2731

Abstract

Purpose

The study aims to examine the characteristics of product portfolio on the price premium of an umbrella brand. Specifically, the study seeks to explore three aspects of a product portfolio: the presence of attribute compatibility, similarity, and portfolio size.

Design/methodology/approach

A total of 232 subjects participated in the 2 (with/without compatibility)×2 (product sets: high similarity/low similarity)×3 (portfolio size: small, medium and large). Results support the hypothesis about the three factors.

Findings

Experimental results show that subjects on average are willing to pay a 9.45 percent price premium for the brand with the attribute‐compatible portfolio. The effect of attribute‐compatibility is more obvious for a similar than a dissimilar portfolio. In addition, larger portfolios dilute the price premium.

Originality/value

The study first addresses the factor of attribute compatibility among a product portfolio. A product portfolio with attribute compatibility has features linking products together. For example, the “direct‐print” feature among Canon products allows its cameras to print directly on Canon printers. The study finds that such a feature increases a brand price premium by 9.45 percent.

Details

Journal of Product & Brand Management, vol. 20 no. 1
Type: Research Article
ISSN: 1061-0421

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Book part
Publication date: 28 May 2019

Jeannette Eberhard, Ann Frost and Claus Rerup

In this chapter, the authors examine the use of deceit to drive routine emergence. The authors do so by tracing the relationship among deceit, roles, and routine dynamics in the…

Abstract

In this chapter, the authors examine the use of deceit to drive routine emergence. The authors do so by tracing the relationship among deceit, roles, and routine dynamics in the context of Romeo pimps and the women they lure into sex trafficking. Previous research has focused on routine participants openly negotiating their roles and expected interactions during the (re) creation of routines. In contrast, this study shows how Romeo pimps use deceit to control the co-constitution of roles and increasingly coercive actions of the “Romeo pimp routine” – a process of premeditated routine emergence designed to entrap the women. The authors contribute to the literature on routine dynamics by emphasizing the unexplored influence of deceit on the interplay between roles and routines. Bringing deception to center stage in routine dynamics highlights the importance of linking actors and actions to motivations that exist behind the veil of transparently observable behavior.

Details

Routine Dynamics in Action: Replication and Transformation
Type: Book
ISBN: 978-1-78756-585-2

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Book part
Publication date: 11 August 2014

Anna Fyrberg-Yngfalk, Bernard Cova, Stefano Pace and Per Skålén

Confessions are said to be important for members’ tribal experiences and they are usually ascribed religious meanings in existing research on consumer tribes. This suggests that…

Abstract

Purpose

Confessions are said to be important for members’ tribal experiences and they are usually ascribed religious meanings in existing research on consumer tribes. This suggests that confessions have a regulative role for tribal life. By employing the Foucauldian notion of pastoral power, the present study explores confession practices and examines how control is manifested.

Methodology

The study is based on a netnographic study and analysis of tribal members’ confessions across three online consumer tribes devoted to opera (Loggionisti, who are opera aficionados of the La Scala theatre in Milan, Italy), sports (football and hockey fans of Djurgården, Sweden), and cars (Alfa Romeo owners).

Findings

We demonstrate how confessions align consumers with the common tribe ethos and how this constitutes members into various subject positions, which are fundamental social processes for reinforcing the tribe. More specifically, it demonstrates four types of subject positions: the ‘pastor’, ‘regular sheep’, ‘good sheep’ and ‘black sheep’, and how these subject positions regulate the actions of tribe members.

Research implications

The present study theorizes how control is manifested and facilitated in consumer tribes. The study also explicates the confession and its role as a religious regulating practice fundamental for the life of a consumer tribe.

Practical implications

Community managers can recognize the different subject positions that emerge within a community and help facilitate the interactions among community members.

Originality/value of chapter

Previous studies are silent about how confessions reproduce control in consumer tribes. The present study highlights confession practices and the constitution of subject positions, which regulate as well as reinforce consumer tribes.

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-78190-811-2

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