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Article
Publication date: 11 December 2018

Christian Boris Brunner, Sebastian Ullrich and Mauro Jose De Oliveira

After a negative consumer review (NCR) has been posted on an online shopping site such as Amazon.com, the immediate concern of a brand holder should be to focus on the steps the…

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Abstract

Purpose

After a negative consumer review (NCR) has been posted on an online shopping site such as Amazon.com, the immediate concern of a brand holder should be to focus on the steps the brand should take to rebuild the unhappy consumers’ trust. The purpose of this paper is to employ the signalling theory to analyse whether a brand response, a customer response or a response that combines both when responding to a NCR leads to better product purchase intentions at the customer end.

Design/methodology/approach

In a laboratory study comprising 351 respondents, six different response scenarios are tested, both for a well-known and an unknown brand. The experiment employs a 6 (response scenario: single brand response, single customer response, brand response and one customer response or vice versa, brand response and three customer responses or vice versa)×2 (customer-based brand equity: strong/weak) between-subject design.

Findings

The findings show that after a NCR, the subjects perceive a customer response as more trustworthy than a response from an unknown brand. However, customer-based brand equity changes the whole story. If a strong brand responds, the purchase intentions of the subjects are similar to those generated by a single customer’s response. In addition, after considering multiple responses, it can be seen that a response combining a brand and a customer response has a higher effect than from a single response. Furthermore, the authors demonstrate that perceptions are more favourable if several customer responses are sent in case of an unknown brand.

Originality/value

The originality of this paper lies in the fact that it tries to explore how the consumers perceive multiple responses from different sources after a NCR has been posted. The results highlight that a response that combines a brand and a customer response has a significantly higher effect than what is achieved from a single response. It must also be noted that customer-based brand equity plays a key role.

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Article
Publication date: 16 May 2016

Christian Boris Brunner, Sebastian Ullrich, Patrik Jungen and Franz-Rudolf Esch

The purpose of this paper is to investigate the impact of symbolic product information (symbolic product design) on consumers’ perceived brand evaluations. In an experimental…

3668

Abstract

Purpose

The purpose of this paper is to investigate the impact of symbolic product information (symbolic product design) on consumers’ perceived brand evaluations. In an experimental setting, the authors consider as key factors the congruence between symbolic product design and product category, the level of product involvement as well as brand strength.

Design/methodology/approach

In an experiment of 490 participants, consumers are confronted to different symbolic product designs connotations. Based on the cognitive process model “SARA” (selective activation, reconstruction and anchoring), the authors examined how symbolic product design associations are used as heuristics in the working memory when making brand judgement.

Findings

The results show that product design associations are used in consumers’ information processing as anchor for brand evaluations. This effect is stronger if symbolic design associations are incongruent to the product category because of consumers’ deeper elaboration process. Furthermore, the impact of symbolic product design is higher for weak compared to strong brands.

Research limitations/implications

This research supports the cognitive process model “SARA” being an appropriate foundation explaining the effects of symbolic product design. Further research should extend this experiment, using a field study in a more realistic setting and/or a choice situation between different alternative product designs at the point of sale. Furthermore, the consumers’ elaboration process should be manipulated differently, e.g. in a mental load condition.

Practical implications

Symbolic product design is important to enhance brand association networks in the consumers’ mind, particularly if the brand is weak. Marketers should use incongruent symbolic product information to differentiate from competitors who use “stereotype” product designs.

Originality/value

Research about product design in the marketing discipline is still limited. The authors analyse the impact of symbolic product design on brand evaluations in an experimental setting of 490 respondents in four product categories. The findings support that consumers use product design as heuristics to evaluate brands.

Details

Journal of Product & Brand Management, vol. 25 no. 3
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 16 March 2015

Sebastian Ullrich and Christian Boris Brunner

This paper aims to investigate the effects of different response options to a negative consumer review. When consumers buy online, they are often confronted with consumer reviews…

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Abstract

Purpose

This paper aims to investigate the effects of different response options to a negative consumer review. When consumers buy online, they are often confronted with consumer reviews. A negative consumer review on an online shopping website may keep consumers from buying the product. Therefore, negative online consumer reviews are a serious problem for brands.

Design/methodology/approach

In an online experiment of 446 participants, different response options towards a negative consumer review on an online shopping website were examined. The experimental data were analysed with linear regression models using product purchase intentions as the outcome variable.

Findings

The results indicate that a positive customer review counteracts a negative consumer review more effectively than a positive brand response, whereas brand strength moderates this relationship. Including a reference to an independent, trusted source in a brand or a customer response is only a limited strategy for increasing the effectiveness of a response.

Research limitations/implications

Additional research on other product categories and with subjects other than students is suggested to validate the findings. In future research, multiple degrees of the phrasing’s strength of the reference could be used.

Practical implications

Assuming high quality products, brands should encourage their customers to write reviews. Strong brands can also reassure consumers by responding, whereas weak brands cannot.

Originality/value

This research contributes to the online consumer reviews literature with new insights about the role of brand strength and referencing to an independent, trusted source.

Details

Journal of Product & Brand Management, vol. 24 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Available. Content available
Article
Publication date: 17 September 2018

Cleopatra Veloutsou and Francisco Guzman

367

Abstract

Details

Journal of Product & Brand Management, vol. 27 no. 6
Type: Research Article
ISSN: 1061-0421

Available. Content available
Article
Publication date: 16 May 2016

Francisco Guzman and Ulla Hakala

756

Abstract

Details

Journal of Product & Brand Management, vol. 25 no. 3
Type: Research Article
ISSN: 1061-0421

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Book part
Publication date: 19 October 2020

Iain L. Densten

This chapter investigated how pre-existing ideas (i.e., prototypes and antiprototypes) and what the eyes fixate on (i.e., eye fixations) influence followers' identification with…

Abstract

This chapter investigated how pre-existing ideas (i.e., prototypes and antiprototypes) and what the eyes fixate on (i.e., eye fixations) influence followers' identification with leaders from another race. A sample of 55 Southeast Asian female participants assessed their ideal leader in terms of prototypes and antiprototype and then viewed a 27-second video of an engaging Caucasian female leader as their eye fixations were tracked. Participants evaluated the videoed leader using the Identity Leadership Inventory, in terms of four leader identities (i.e., prototypicality, advancement, entrepreneurship, and impresarioship). A series of multiregression models identified participants' age as a negative predictor for all the leader identities. At the same time, the antiprototype of masculinity, the prototypes of sensitivity and dynamism, and the duration of fixations on the right eye predicted at least one leader identity. Such findings build on aspects of intercultural communication relating to the evaluation of global leaders.

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Book part
Publication date: 20 November 2023

Ayşe Meriç Yazıcı

This study aims to evaluate the potential of using the components of the quadruple helix and quintuple helix models, which are extensions of the triple helix university-private…

Abstract

This study aims to evaluate the potential of using the components of the quadruple helix and quintuple helix models, which are extensions of the triple helix university-private sector-public sector cooperation model. Thus, the triple helix model shaped by university-private-public sector cooperation has transformed into a quadruple helix innovation model with the inclusion of the media and culture-oriented public helix. In this context, while the triple helix emphasizes tripartite networks and hybrid organizations, the quadruple helix system focuses on intertwined collaborations, coevolution, and specialization within the framework of firms, institutions, and stakeholders. In the quadruple helix innovation system, the coevolution of art and innovation has assumed a central role in knowledge generation and innovation. In the quintuple helix innovation model, the natural environment of society is added to the quadruple helix. This study consists of three parts. In the first part, the literature on triple helix, quadruple helix, and quintuple helix models is reviewed. In the second part, digital transformation and technological innovations from Industrial Revolution 1.0 to Industry 5.0 are analyzed. In the third section, the contribution of the quintuple helix model to Industry 5.0 and Society 5.0 is explained.

Details

Digitalization, Sustainable Development, and Industry 5.0
Type: Book
ISBN: 978-1-83753-191-2

Keywords

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Article
Publication date: 31 August 2010

Rolf van Dick and Sebastian C. Schuh

The purpose of this paper is to extend work on the leader‐follower identity transfer by providing the first empirical evidence for the causal relationship between leader and…

1967

Abstract

Purpose

The purpose of this paper is to extend work on the leader‐follower identity transfer by providing the first empirical evidence for the causal relationship between leader and follower organizational identification.

Design/methodology/approach

The proposed causal relationship between leader and follower organizational identification (OI) was tested in a scenario study and in a laboratory experiment. Additionally, in the laboratory experiment the impact of leader OI on follower performance was examined.

Findings

The results suggest that highly identified leaders positively influence their followers' attitudes and performance by affecting their self‐concept, i.e. increasing their OI.

Practical implications

Improving leader OI provides a promising way for organizations to increase their employees' OI and performance.

Originality/value

The paper provides the first empirical evidence for the proposed causal relationship between leader and follower OI, with implications for individual and organizational effectiveness.

Details

Leadership & Organization Development Journal, vol. 31 no. 6
Type: Research Article
ISSN: 0143-7739

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Book part
Publication date: 2 December 2024

K Anitha, Annie Sam and S Preetha

In the framework of Industry 4.0, the study seeks to clarify the intricate connection between modern digitalization and sustainability and the ways in which these developing…

Abstract

In the framework of Industry 4.0, the study seeks to clarify the intricate connection between modern digitalization and sustainability and the ways in which these developing technologies support sustainable practices in the societal, environmental and economic spheres. Utilizing a conceptual framework, this study integrates insights from existing literature and provides a structured investigation to explore the impact of Industry 4.0 technologies, including smart manufacturing, artificial intelligence, the internet of things (IoT) and blockchain, on sustainability. The research reveals that the integration of environmental, social, economic and human aspects of sustainability. The study emphasizes how these elements support Industry 4.0 by encouraging moral and sustainable business practices. The insights derived from this research offer practical implications for policymakers, industry leaders and researchers. By understanding the symbiotic relationship between digitalization and sustainability, stakeholders can formulate strategies that leverage new-age technologies to achieve optimal efficiency while ensuring ethical and sustainable business practices. The originality lies in the holistic approach to understanding the environmental, social and economic dimensions impacted by new-age digitalization offering a comprehensive examination of the interplay between Industry 4.0 and sustainability.

Details

Impact of Industry 4.0 on Supply Chain Sustainability
Type: Book
ISBN: 978-1-83797-778-9

Keywords

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Article
Publication date: 28 October 2024

Diego Matricano and Eric W. Liguori

This paper aims to propose a reconfiguration of the business model canvas (BMC) to highlight the relevant, and often critical, role of digital technologies (DTs).

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Abstract

Purpose

This paper aims to propose a reconfiguration of the business model canvas (BMC) to highlight the relevant, and often critical, role of digital technologies (DTs).

Design/methodology/approach

The authors review the business model literature to further clarify its dynamic nature (expressed by innovation, adaptation and experimentation) and the factors that may affect it. Ultimately, to better capture the role of DTs, the authors posit a new iteration of the BMC (namely, the digital business model canvas [DiBMC]).

Findings

Historically, DTs were not clearly represented in the BMC, often resulting in them being disparately woven into other boxes or not clearly captured at all. By reconfiguring the nine original building blocks, and adding two new ones related to DTs, the DiBMC supports a more complete visualization of how value is created and the role of DTs.

Originality/value

DTs are too relevant in today’s business environment to not more formally model them on BMCs. The proposed reconfiguration of the BMC into the DiBMC improves the utility of the tool for practitioners, scholars and students alike.

Details

Journal of Management History, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1751-1348

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