| 1. |
- Blasco-Arcas, Lorena, et al.
(författare)
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Organizing actor Engagement : A platform perspective
- 2020
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Ingår i: Journal of Business Research. - : Elsevier BV. - 0148-2963 .- 1873-7978. ; 118, s. 74-85
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Tidskriftsartikel (refereegranskat)abstract
- Research on engagement has shifted to a systemic, rather than a dyadic, view that considers the engagement of multiple actors in complex business settings. Existing literature suggests that actor engagement in business settings is dependent on, and inextricably linked with, service ecosystems, platforms, and the value co-creation process. However, despite its potential to deliver strong performance for organizations, actor engagement in complex business settings has yet to be examined empirically. To gain a deeper understanding of engagement dynamics in these settings, this qualitative study explores the evolution of actor engagement on a platform. The findings offer three main contributions: (i) a typology of three organizing modes of engagement (orchestrating, facilitating, and stimulating), (ii) an understanding of the modular architecture that supports actor engagement within clearly defined rules of exchange, and (iii) insight into engagement activity over time reveals that actors’ engagement states oscillate between object or subject of engagement.
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| 2. |
- Hock, Stefan, et al.
(författare)
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Product recall effectiveness and consumers' participation in corrective actions
- 2024
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Ingår i: Journal of the Academy of Marketing Science. - : Springer Nature. - 1552-7824 .- 0092-0703. ; 52:3, s. 716-735
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Tidskriftsartikel (refereegranskat)abstract
- Firms struggle to respond to product recalls and achieve high recall effectiveness, i.e., the percentage of affected consumers who participate in corrective actions. We present the first comprehensive study of recall effectiveness that analyzes a broader set of product categories, identifies managerially relevant drivers, outlines boundary conditions, and demonstrates the underlying psychological processes. Specifically, three studies investigate the impact of remedy choice, incident likelihood , and their interaction with firm reputation on recall effectiveness. In Study 1 (unique secondary data set), we show that remedy choice and incident likelihood each interact with the firm's reputation to influence recall effectiveness. In two subsequent experiments, we not only test the findings of the secondary data in a causal setting but also examine the underlying psychological process. We find that offering full remedy leads to higher recall effectiveness for high reputation firms and that recall effectiveness is higher for recalls with a high incident likelihood, but only for high reputation firms. In both cases, firms not only make consumers feel like they would benefit more from participating in the recall, but they also make them feel more comfortable in their ability to participate in the recall. These nuanced findings enable us to derive actionable guidelines for firms to increase recall effectiveness.
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| 3. |
- Mafael, Alexander, et al.
(författare)
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Managing customer satisfaction after a product recall: the joint role of remedy, brand equity, and severity
- 2022
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Ingår i: Journal of the Academy of Marketing Science. - : Springer Nature. - 1552-7824 .- 0092-0703. ; 50:1, s. 174-194
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Tidskriftsartikel (refereegranskat)abstract
- Firms struggle to respond to product recalls and manage post-recall customer satisfaction. In three studies, we examine the impact of firms’ remedy choice on satisfaction and provide evidence that firms’ post-recall remedy efforts are often not optimal. In Study 1 (field study), we estimate the longer-term effects of remedy on different satisfaction metrics and show that offering full remedy is much more important for low and high (vs. medium) brand equity firms, especially when failure severity is high. In Study 2 (experiment), we find further evidence that the positive impact of full remedy on satisfaction is moderated by brand equity in a u-shaped fashion. Finally, Study 3 (experiment) provides further evidence that the relationship between remedy and brand equity is contingent on failure severity. The findings contribute to the literature on firms’ management of negative relationship events and provide managers with the empirically grounded 5R guidelines to make better remedy decisions in response to product recalls. © 2021, The Author(s).
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| 4. |
- Mafael, Alexander, et al.
(författare)
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Measuring the Role of Uniqueness and Consistency to Develop Effective Advertising
- 2021
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Ingår i: Journal of Advertising. - : Taylor & Francis (Routledge): SSH Titles. - 1557-7805 .- 0091-3367. ; 50:4, s. 494-504
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Tidskriftsartikel (refereegranskat)abstract
- Prior research on creativity and the effectiveness of executional factors in advertising has focused on the impact of uniqueness and consistency in comparison to prior and competitive advertising. Relatively little is known about the specific impact of these variables and their relationship to each other, and few existing measures of consistency and uniqueness extend beyond subjective rating scales. In this research, we develop new measures of advertising uniqueness and consistency. We use data from 10 years of Super Bowl advertisements along with panel data on word-of-mouth communication for the advertised brands (buzz) to demonstrate the validity of this methodology. Our findings suggest it is not the presence of any particular element but whether the element and what it is combined with are unique and consistent. Advertisements are likely to be more effective if they are unique from earlier ads for all brands but also consistent with ads for the same brand from prior periods.
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| 5. |
- Raithel, Sascha, et al.
(författare)
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Applying Phrase-Level Text Analysis to Measure Brand-Related Information Disclosure: An Abstract
- 2022. - 1st
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Ingår i: Celebrating the Past and Future of Marketing and Discovery with Social Impact. - Cham : Springer Cham. - 2363-6173 .- 2363-6165. - 9783030953461 - 9783030953454 ; , s. 193-194
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- Financial reporting and disclosure are important means for management to communicate firm performance and governance to external stakeholders. Existing research provides limited insight into firms’ disclosure of information about their market-based assets such as brands, although brand is an important part of firms’ value proposition. Our research intends to address this research gap through (1) a theory-based conceptualization of brand-related information (BRI) and (2) an empirical analysis of BRI disclosure in corporate reports, more specifically, in US firms’ annual reports on Form 10-K. We incorporate automated text analysis to identify and measure BRI disclosure in 10-K reports. Automated text analysis allows us to process massive amounts of text efficiently and reliably. Extant studies using automated text analysis are primarily rely on word-level analysis, yet most concepts entail multiword terms or phrases to convey meaning. We address this limitation of existing methods by applying phrase-level analysis to BRI disclosure. First, we draw on the literature on customer-based brand equity and intellectual capital disclosure to develop the conceptualization of BRI. Building on this conceptualization, we explore the capacity of natural language processing to build a phrase-level BRI coding dictionary. Second, we use automated text analysis to construct a BRI disclosure index that captures the BRI disclosure level in firms’ 10-K reports. Unlike prior studies that focus on word-level analysis for construct measurement, our method utilizes proximity search to match phrases in the BRI coding dictionary with texts and incorporate a proximity-weighing mechanism to conduct a phrase-level analysis of BRI disclosures. The contribution of this study is twofold. First, this study fills the research gap in the field of information disclosure concerning BRI by conceptualizing a BRI framework and providing evidence on whether and how firms disclose BRI in financial reporting. Second, our method broadens the possibility of utilizing automated text analysis in constructing research-specific coding dictionaries as well as conducting phrase-level text analysis. While current research has made some efforts to provide a structured process for phrase-level text analysis, there is limited guidance regarding the operationalization of phrase match with proximity search. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
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| 6. |
- Raithel, Sascha, et al.
(författare)
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The effects of brand equity and failure severity on remedy choice after a product recall
- 2021
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Ingår i: Journal of Product and Brand Management. - : Emerald. - 1061-0421. ; 30:8, s. 1247-1261
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - There is limited insight concerning a firm's remedy choice after a product recall. This study aims to propose that failure severity and brand equity are key antecedents of remedy choice and provides empirical evidence for a non-linear relationship between pre-recall brand equity and the firm's remedy offer that is moderated by severity.Design/methodology/approach - This study uses field data for 159 product recalls from 60 brands between January 2008 to February 2020 to estimate a probit model of the effects of failure severity, pre-recall brand equity and remedy choice.Findings - Firms with higher and lower pre-recall brand equity are less likely to offer full (vs partial) remedy compared to medium level pre-recall brand equity firms. Failure severity moderates this relationship positively, i.e. firms with low and high brand equity are more sensitive to failure severity and then select full instead of partial remedy.Research limitations/implications - This research reconciles contradictory arguments and research results about failure severity as an antecedent of remedy choice by introducing brand equity as another key variable. Future research could examine the psychological process of managerial decision-making through experiments.Practical implications - This study increases the awareness of the importance of remedy choice during product-harm crises and can help firms and regulators to better understand managerial decision-making mechanisms (and fallacies) during a product-harm crisis.Originality/value - This study theoretically and empirically advances the limited literature on managerial decision-making in response to product recalls.
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| 7. |
- Tang, Qiong, et al.
(författare)
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Disclosure of Brand-Related Information and Firm Value: An Abstract
- 2022
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Ingår i: Celebrating the Past and Future of Marketing and Discovery with Social Impact. - Cham : Springer Nature. - 2363-6173. - 9783030953461 - 9783030953454 ; , s. 189-190
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Bokkapitel (övrigt vetenskapligt/konstnärligt)abstract
- Research on voluntary disclosure highlights the role of informative financial reporting for capital markets. Information asymmetry impedes the efficient allocation of resources in capital markets while credible disclosure between managers and investors plays an important role in mitigating these problems. Existing research provides limited insight into firms’ disclosure of information about their market-based assets such as brands, although brand is an important part of firms’ value proposition. This study aims to fill this research gap by investigating brand-related information (BRI) disclosure in US firms’ annual reports with three research steps. First, we develop the conceptualization of BRI, based on which, we build a BRI coding dictionary. We then conduct text mining on 10-K reports and construct a BRI disclosure index to capture the BRI disclosure level in firms’ 10-K reports. In the third step, we intend to explore the key factors driving BRI disclosure as well as its financial market consequences. We propose to empirically investigate how different levels of BRI disclosure are explained by firm characteristics and actual brand performance. We will also examine how BRI disclosure influences firm value, as well as the role that BRI disclosure plays in explaining the relationship between brand performance and firm value. This study fills the research gap in the field of information disclosure concerning BRI by conceptualizing a BRI framework and providing evidence on whether firms disclose BRI in financial reporting. This study will also contribute to marketing-finance literature by empirically investigating the informational value of BRI disclosure to firm value. The findings will provide managers and financial market participants (e.g., analysts, investors) who need to communicate and evaluate the performance implications of branding strategies and related activities with enlightenment on the value relevance of BRI disclosures. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
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