| 1. |
- Biedenbach, Galina, et al.
(författare)
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Brand equity, satisfaction, and switching costs : An examination of effects in the business-to-business setting
- 2015
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Ingår i: Marketing Intelligence & Planning. - 0263-4503 .- 1758-8049. ; 33:2, s. 164-178
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of this paper is to investigate the effects of satisfaction and switching costs on the development of brand equity in the business-to-business setting. Structural equation modeling was used to analyze 632 responses from the CEOs and CFOs of organizations buying auditing and business consultancy services from one of the Big Four auditing companies. The findings demonstrate the significant impact of satisfaction and switching costs on B2B brand equity. Furthermore, the findings show the positive effect of switching costs on satisfaction. The findings provide a strong foundation for further investigation of links between the key marketing concepts: brand equity, satisfaction, and switching costs.
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| 2. |
- Cripps, Helen, et al.
(författare)
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The use of Twitter for innovation in business markets
- 2020
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Ingår i: Marketing Intelligence & Planning. - : Emerald Group Publishing Limited. - 0263-4503 .- 1758-8049. ; 38:5, s. 587-601
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: The purpose of this research is to investigate the use of Twitter in business as a medium for knowledge sharing and to crowdsource information to support innovation and enhance business relationships in the context of business-to-business (B2B) marketing.Design/methodology/approach: This study uses a combination of methodologies for gathering data in 52 face-to-face interviews across five countries and the downloaded posts from each of the interviewees' Twitter accounts. The tweets were analysed using structural topic modelling (STM), and then compared to the interview data. This method enabled triangulation between stated use of Twitter and respondent's actual tweets.Findings: The research confirmed that individuals used Twitter as a source of information, ideas, promotion and innovation within their industry. Twitter facilitates building relevant business relationships through the exchange of new, expert and high-quality information within like-minded communities in real time, between companies and with their suppliers, customers and also their peers.Research limitations/implications: As this study covered five countries, further comparative research on the use of Twitter in the B2B context is called for. Further investigation of the formalisation of social media strategies and return on investment for social media marketing efforts is also warranted.Practical implications: This research highlights the business relationship building capacity of Twitter as it enables customer and peer conversations that eventually support the development of product and service innovations. Twitter has the capacity for marketers to inform and engage customers and peers in their networks on wider topics thereby building the brand of the individual users and their companies simultaneously.Originality/value: This study focuses on interactions at the individual level illustrating that Twitter is used for both customer and peer interactions that can lead to the sourcing of ideas, knowledge and ultimately innovation. The study is novel in its methodological approach of combining structured interviews and text mining that found the topics of the interviewees' tweets aligned with their interview responses.
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| 3. |
- Fremont, Vincent, et al.
(författare)
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Interaction through boundary objects : controversy and friction within digitalization
- 2019
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Ingår i: Marketing Intelligence & Planning. - : Emerald Group Publishing Limited. - 0263-4503 .- 1758-8049. ; 37:1, s. 111-124
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Tidskriftsartikel (refereegranskat)abstract
- Purpose The purpose of this paper is to analyze friction and controversies with interaction processes and their effects on forming new resource interfaces, through the lens of boundary objects. Design/methodology/approach The empirical setting consists of two organizations that are trying to enhance their competitive advantage through digitalization. During the process of data collection four different boundary objects were identified. The study illustrates how these boundary objects were characterized in terms of their modularity, standardization, abstractness and tangibility. This paper provides an analysis of how respondents perceived that the development of these boundary objects affected the creation of novel resource interfaces, and the resulting friction and controversy between new and old structures. Findings The study concludes that within a producer-user setting a focal boundary object will take on tangible and standardized properties, and the interaction process will expose friction in terms of both power struggles and resource incompatibilities. On the other hand, a boundary object's modularity gives the actors central to the interaction room to maneuver and avoid resource incompatibilities and the development setting will hence be characterized by controversies. Originality/value The analysis indicates that the way individuals perceive boundary objects is central to interaction processes, answering calls for studies that investigate the role of objects within subject-to-object interaction.
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| 4. |
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| 5. |
- Hietanen, Joel, et al.
(författare)
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Paradox and market renewal Knockoffs and counterfeits as doppelganger brand images of luxury
- 2018
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Ingår i: Marketing Intelligence & Planning. - England : Emerald Group Publishing Limited. - 0263-4503 .- 1758-8049. ; 36:7, s. 750-763
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of this paper is to continue the emerging stream of literature that has found knockoffs and counterfeits to be unobtrusive or even beneficial to luxury companies by analyzing how they produce paradoxes of meaning and contribute to the renewal of luxury markets. This is done by exploring them as doppelganger brand images that reappropriate brand imagery for their own purposes. Design/methodology/approach - This is a conceptual paper that focuses on the role of knockoffs and counterfeits in the renewal of luxury markets. Findings - The findings highlight how knockoffs and counterfeits can contribute to the emergence and cyclical diffusion of luxury. As luxury offerings are introduced to the market, knockoffs and counterfeits accelerate the snob effect, aid in anchoring trends and contribute to induced obsolescence. During diffusion, knockoffs and counterfeits can strengthen aspiration, bandwagon and herding effects. In doing so, knockoffs and counterfeits create a paradox as they simultaneously legitimize the idea of the authenticity of genuine offerings through their presence in the market and create cyclical demand for novel offerings by undermining the authenticity claims of existing luxury offerings. Thus, knockoffs and counterfeits can be understood as a paradox of luxury markets that contributes to the market cyclicality not despite but because of this paradoxical interplay. Originality/value - While research on knockoffs and counterfeiting is plentiful in the field of marketing, this is among the few studies that analyze how these offerings contribute to luxury markets and their renewal.
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| 6. |
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| 7. |
- Hultén, Bertil
(författare)
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The impact of sound experiences on the shopping behaviour of children and their parents
- 2015
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Ingår i: Marketing Intelligence & Planning. - : Emerald Group Publishing Limited. - 0263-4503 .- 1758-8049. ; 33:2, s. 197-215
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Tidskriftsartikel (refereegranskat)abstract
- Purpose– The purpose of this paper is to examine how the introduction of auditory sensory cues, through a human voice, affect children’s and parent’s shopping behaviour in a retail grocery setting. In the field of retailing and sensory marketing research, there is a paucity of knowledge on how auditory sensory cues impact on consumers’ shopping behaviour.Design/methodology/approach– The empirical study was a field experiment and entailed direct observation of shoppers of the Swedish grocery retailer ICA. The observations were based on a convenience sample of shopping families assigned to a control group (n=200) and an experimental group (n=131). A new innovative Swedish audio story track system was to be tested in a hypermarket containing 13 different stories for children.Findings– Auditory sensory cues affect children’s and parent’s shopping behaviour in a significant way. Children are quieter, more relaxed and do not move around and reduce the parental stress behaviour during the shopping process.Research limitations/implications– The findings demonstrate that auditory sensory cues through human voice have a positive effect on children’s and parent’s shopping behaviour. It is also obvious that parent’s perceived stress is significantly influenced by the children.Practical implications– The study provides guidelines for grocery retailers who wish to offer children and their parents a more pleasant shopping trip by emphasizing the role of the children.Originality/value– The research demonstrates that the introduction of auditory sensory cues through human voice in a significant way affect the children’s and their parent’s shopping behaviour in a retail setting.
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| 8. |
- Karlsson, Ted, et al.
(författare)
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Price as a variable in online consumer trade-offs
- 2005
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Ingår i: Marketing Intelligence & Planning. - : Emerald. - 0263-4503 .- 1758-8049. ; 23:4, s. 350-358
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - To determine the impact of price on consumer decision making in online environments. Design/methodology/approach - Uses a conjoint experiment to investigate the trade-offs customers make when choosing and to establish their relative weights in online and offline situations. Findings - Finds that customers expect prices to be lower in an online environment than in a traditional sales channel. Research limitations/implications - Despite acknowledged limitations of experimental design and student samples, the findings have both theoretical and practical implications. Practical implications - Marketing planners can use the intelligence gained from conjoint studies such as this to improve the design and implementation of online retail experiences. Originality/value - Compares online and offline shopping environments with specific regard to the importance of price in each in the consumer decision-making processes, a hitherto overlooked issue in marketing research.
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| 9. |
- Mysen, Tore, et al.
(författare)
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Causes and Outcomes of Satisfaction in Business Relationships
- 2011
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Ingår i: Marketing Intelligence & Planning. - Bingley, UK : Emerald Group Publishing Limited. - 0263-4503 .- 1758-8049. ; 29:2, s. 123-140
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: Thisstudyincludesrelationshipmarketingconcepts (i.e.trust,commitment,andsatisfaction) as precursors to transaction cost theory outcomes (i.e. specific investments, opportunism, and formalization) which are rarely, if ever, included together. Trust and commitment lead to satisfaction and satisfaction in turn leads transaction cost outcomes. The paper aims to address these issues. Design/methodology/approach – The random sample is 600 small- to medium-sized Norwegian manufacturers. Confirmatory factor analysis and structural equation modelling was used to examine the responses from 212 key informants.Findings: The strongest positive associations are from the relationship marketing portion of the model including trust satisfaction and commitment satisfaction. The highest negative association in the model is satisfaction opportunism. Contrary to predictions, satisfaction did not have a significant association with either specific investments or formalization.Research limitations/implications: Both relationship marketing and transaction cost theory concepts are examined because it is likely that business success may be motivated by both theories. Limitations of the study are that it only includes small- and medium-sized companies in Norway. Second, it does not cover all business-to-business relationships (i.e. only manufacturer-supplier relationships are included). Finally, additional concepts should be included (i.e. dependence, cooperation, and control).Practical implications: The results suggest that managers should work developing high levels of satisfaction in business relationships to dampen the likelihood that business partners will be opportunistic. In this regard, working on a relationship serves as a safeguard against possible future risks (e.g. opportunism).Originality/value: This study is a seed for future research about the causes and outcomes of satisfaction in business relationships. © Emerald Group Publishing Limited.
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| 10. |
- Pesämaa, Ossi, 1970-, et al.
(författare)
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Reduction of Tension Effects on Partner Evaluation
- 2018
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Ingår i: Marketing Intelligence & Planning. - : Emerald Group Publishing Limited. - 0263-4503 .- 1758-8049. ; 36:4, s. 425-439
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: This paper examines how tension management as a means of achieving compromise and overcoming minor conflicts reduces the effects of the opportunism and bargaining costs of relationships on the evaluation of business partners. The paper proposes and tests a theoretical model with a full-information approach using structural equation modeling.Design/methodology/approach: Our dataset was based on 312 observations from a unique survey based on a business-to-business relationship sample in Sweden. The measurements reflect the effects of partner opportunism, bargaining costs, and tension management on partner evaluations.Findings: Our findings corroborate that partner opportunism and bargaining costs have a negative impact on partner evaluation. In addition, our model shows that tension management weakens the negative effects of opportunism and bargaining costs on the evaluation.Originality/value: This study offers evidence on how negative effects are reduced through intervening constructs. With most studies focusing on the positive side of relationships, this paper makes an important contribution to the literature through not only describing negative effects, but also how these can be decreased.
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