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1.
  • Aagerup, Ulf, 1969-, et al. (författare)
  • Building a warm and competent B2B brand personality
  • 2022
  • Ingår i: European Journal of Marketing. - Bingley : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 56:13, s. 167-193
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and via their interactions with customers. Design/methodology/approach A multiple case study, which spans 10 years, investigates via interviews, observations, workshops and document analysis how two fast-growing B2B companies selling industrial equipment to manufacturers build brand personality. Findings The studied companies concentrate on different brand personality dimensions depending on the activities in which they engage. By focusing on brand competence in the realm of the actual product and brand warmth in the realm of the augmented product, the companies manage to create a complete and consistent brand personality. Research limitations/implications The research approach provides in-depth knowledge on how the companies build brands for a specific type of B2B product. However, the article's perspective is limited to that of management and therefore does not take customer reactions into account. Practical implications The study describes how firms can build strong B2B brands by emphasizing competence in product design and R&D and warmth in activities related to sales and customer service. Originality/value The study introduces a conceptually consistent view of brand personality in the form of warm and competent brands to the B2B marketing literature. It builds on and contributes to the emerging research on B2B brand personality. By relating the companies' brand-building activities to the type of products they sell, this study illustrates how context affects B2B brand building, and by integrating brand personality theory with product levels and marketing philosophy, it extends previous theory on B2B branding.
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2.
  • Andersson, Svante (författare)
  • Suppliers' international strategies
  • 2002
  • Ingår i: European Journal of Marketing. - Bradford : MCB Journals. - 0309-0566 .- 1758-7123. ; 36:1-2, s. 86-110
  • Tidskriftsartikel (refereegranskat)abstract
    • A longitudinal study of the international behaviour of Swedish suppliers is presented. Three different types of supplier are identified: simple suppliers, advanced suppliers, and own product suppliers. Factors influencing the internationalisation of these suppliers are discussed. It is concluded that the firms' offer and the customers' buying strategies influence the firms' international behaviour. However, these factors do not determine the international strategies completely. Various entrepreneurs will choose various strategies. Three different types of entrepreneurs are identified: the marketing, technical, and structural entrepreneurs. The type of entrepreneur influences the firms' international strategies in different directions.
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3.
  • Anisimova, Tatiana, et al. (författare)
  • The performance implications of company-salesperson corporate brand misalignment
  • 2010
  • Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 44:6, s. 771-795
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose – Global competition has increased a manufacturer focus on relationships and optimization of internal processes within channels of distribution. One of the central themes of channel relationships and an important theoretical proposition in corporate branding has been achievement of alignment between corporate and stakeholder perspectives. Using three corporate brands, this study seeks to use a configurational theoretic approach to investigate how deviation of salespeople from the corporate perspective is related to their satisfaction and commitment.Design/methodology/approach – The manager-specified ideal corporate brand profile was used as a proxy for a corporate perspective and a benchmark. Applying the Profile Deviation approach to study the effects of misalignment, the authors hypothesise that salespeople's deviation from the corporate perspective is negatively related to their satisfaction and commitment.Findings – Results, which were robust across the three corporate brands, partially support the hypotheses. However, positive performance implications of salesperson deviation suggest that the effects of misalignment are more complex than currently viewed in the literature. Findings and implications are discussed and research directions are developed.Practical implications – The study offers insights into the areas of corporate brand misalignment, internal branding and salesmanship.Originality/value – From the comparison of the three congruence models, it was intended to infer which corporation has succeeded in narrowing the perceptual discrepancy between the corporate and salesperson perspectives. By developing a fine-grained analysis the study pin-points the actual aspects that require co-alignment, thus facilitating managerial decision making.
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4.
  • Archer-Brown, Chris, et al. (författare)
  • Conspicuous political brand interactions on social network sites
  • 2018
  • Ingår i: European Journal of Marketing. - : Emerald Publishing. - 1758-7123 .- 0309-0566. ; 52:3/4, s. 702-724
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose Acquiring Likes for a political party or candidate's Facebook pages is important for political marketers. For consumers, these Likes are conspicuous, making their political affiliation visible to their network. This paper aims to examine the roles of the undesired social-self and visibility (conspicuous vs inconspicuous) in predicting consumers' intention to Like political brands. The authors extend knowledge on the undesired social-self and transference of theory from general marketing to a political domain and provide practical advice for political marketers engaging social network sites. Design/methodology/approach The authors gather data from two surveys run with Facebook using electorates in the run up to the UK 2015 and US 2016 elections (n = 1,205) on their intention to Like political brands under different visibility conditions. Findings Data support the theorized relationship of the undesired social-self with social anxiety intention to Like when Liking is conspicuous. However, data also indicate that all users - irrespective of proximity to the undesired social-self - prefer to Like inconspicuously. Research limitations/implications The research is limited by the generalizability of the specific context and the use of self-report measures. Practical implications Political marketers should reconsider promoting conspicuous consumption for that which is more inconspicuous. Originality/value The authors provide the first examination of the undesired social-self in driving behavior under different visibility conditions. Furthermore, the authors challenge the extension of existing knowledge of the self-concept within political marketing, based on the norm for consumers' to avoid disclosing political views publically.
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5.
  • Awuah, Gabriel Baffour, et al. (författare)
  • Interactive (networked) internationalization : the case of Swedish firms
  • 2011
  • Ingår i: European Journal of Marketing. - UK : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 45:7-8, s. 1112-1129
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose - The purpose of this study is to provide deeper insights into the extent to which an independent actor(s) actively collaborates with the internationalizing firm so as to jointly determine the choice of market, the mode of entry and the level of investment committed in the market to be entered and even after the entry (i.e. the ongoing activities). Design/methodology/approach - Against the previous purpose section, a qualitative research approach is selected to guide the exploratory nature of this study. Thus qualitative data are used to build the two case studies because case studies are generally a more appropriate approach when "how" and "why" questions are being posed and when the investigator has little control over events. Findings - Based on two multiple case studies, one major finding of the study shows that independent actors, with their interconnected networks, have played and are still playing a major role in influencing the internationalization processes of each of the two firms in this study. Originality/value - This is an original paper developed based on two case studies which have not been published in any journal before. The paper highlights the role of external independent actors in internationalization, which is not mentioned at all or stressed in the extant literature.
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6.
  • Chetty, Sylvie, et al. (författare)
  • Effectuation and foreign market entry of entrepreneurial firms
  • 2015
  • Ingår i: European Journal of Marketing. - 0309-0566 .- 1758-7123. ; 49:9-10, s. 1436-1459
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose - The purpose of this study is to examine the decision-making process for entrepreneurial firms when entering foreign markets and how and why they entered those markets. Design/methodology/approach - A nascent theory in entrepreneurship called effectuation is combined with internationalization process theory as the conceptual framework to study decision-making under uncertainty. The central concept in both these theories is relationships and how they can be used to gain knowledge and thus reduce uncertainty and in the case of effectuation to co-create opportunities to enter foreign markets. The research design involves a multiple case study of software firms from Finland and New Zealand. Findings - It was found that entrepreneurs differentiate between foreign market selection and foreign market entry during their internationalization process, potentially using different decision-making processes in them. They tend to interweave effectuation and causation logics as substitutes in their decision-making. Uncertainty during foreign market entry is not always a barrier because it can provide opportunities depending on the logic used. In addition, there is evidence that entrepreneurs who have existing relationships in foreign markets tend to use effectuation to select and enter foreign markets. Originality/value - This paper transposes effectuation from its original field of entrepreneurship research to the context of internationalizing entrepreneurial firms. Consequently, it contributes toward understanding the decision-making process for selecting and entering foreign markets.
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7.
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8.
  • Chetty, Sylvie, et al. (författare)
  • Internationalization and innovation in a network relationship context
  • 2010
  • Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 44:11/12, s. 1725-1743
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose: The aim of this paper is to study how network relationships are used in the internationalization and innovation of small and medium-sized enterprises (SMEs) in the software industry. The paper seeks to use the extant literature to develop a matrix consisting of incremental internationalization and innovation and radical internationalization and innovation. Design/methodology/approach: The paper is based on an in-depth qualitative study of ten software firms in New Zealand. The unit of analysis is the firm. Multiple sources of data collection are used, but the main method of data collection is semi-structured interviews. Findings: The ten firms in the study fall into four distinct groups, depending on the type of internationalization and the type of innovation, and each group has particular types of network relationships. Firms with limited network relationships have incremental internationalization and innovation, but those with diverse network relationships have radical internationalization and innovation. The findings indicate that network relationships are influential in shaping the firm's future as well as sustaining the firm. Practical implications: The matrix developed could assist managers to identify where they appear and what relationships they need to form in order to internationalize their innovation. Managers need to be aware of the changing dynamics of network relationships, and the impact this will have on the firm. Originality/value: The paper identifies a gap in current SME research that combines the following three research streams: internationalization, innovation, and networks. The original contribution of the paper is to address this gap so that researchers and practitioners have some understanding of innovation and internationalization of SMEs in the context of networks.  
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9.
  • Chipp, Kerry, 1973-, et al. (författare)
  • Value-in-Acquisition : An institutional view
  • 2019
  • Ingår i: European Journal of Marketing. - Bingley : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 55:11, s. 2373-2396
  • Tidskriftsartikel (refereegranskat)abstract
    • AbstractPurposeBy combining consumer culture theory and service dominant logic, this study proposes that value might be understood as value-in-acquisition, such that value outcomes result from the acquisition process in which broader social forces shape the exchange process.Design/methodology/approachThis study addresses low-income consumers, for whom societal arrangements strongly determine service interactions. Qualitative interviews reveal service value processes and outcomes for low-income consumers during acquisition processes.FindingsFor low-income consumers, inclusion, status, resource access and emotional relief represent key value outcomes. Important value processes shape those value outcomes, reflecting broader societal arrangements at macro, meso and micro levels. Marketing constitutes an institutional arrangement that establishes an empowered “consumer” role. Value processes are hindered if consumers sense that their agency in this role is diminished, because marketing interactions give precedence to other social roles.Research limitations/implicationsMarketing should be studied as an institutional arrangement that shapes value creation processes during acquisition. Micro-level value processes have important implications for service quality and service value. Value outcomes thus might be designed in the acquisition process, not just for the offering.Practical implicationsThe acquisition process for any good or service should be designed with its own value proposition, separate to the core product or service. Careful design of value processes during acquisition could mitigate conflict between social roles and those of consumption.Originality/valueThere is value in the acquisition process, independent of the value embedded in the goods and services.
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10.
  • Essén, Anna, et al. (författare)
  • Co-production in chronic care : exploitation and empowerment
  • 2016
  • Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 50:5-6, s. 724-751
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose - Many scholars have urged firms to empower consumers to become co-producers, arguing that this empowerment leads to a win-win situation that benefits consumers and providers alike. However, critical voices have emphasised that co-production is a way to exploit rather than empower consumers and hence represents a win-lose idea that benefits providers only. Regrettably, these polarised positions remain disconnected and lack empirical investigation. The aim of the present study is to move the debate beyond this stalemate by integrating these perspectives using an empirical study to explore enabling and constraining implications of the attempts to empower consumers. Design/methodology/approach - This paper is based on a qualitative empirical study of an internationally unique example of a long-term co-production process in rheumatology care. Data were collected using both focused interviews and observations. Findings - The study indicates that both the optimistic and the critical perspectives of co-production are valid and the implications of empowering consumers are two-edged. Research Limitations/implications - The study highlights the need to zoom in and analyse how empowering and disempowering mechanisms relate to specific aspects of particular co-production processes rather than to co-production as a general phenomenon. Practical Implications - The empirical data illustrate the feasibility of employing patients in everyday healthcare production through simple means while raising numerous issues related to, for example, traditional healthcare roles and process design. Originality/value - The present study of a unique, long-term co-production illustrates how both perspectives of co-production are valid.
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11.
  • Fletcher, R, et al. (författare)
  • Assessing the impact of culture on relationship creation and network formation in emerging Asian markets
  • 2006
  • Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 40:3/4, s. 430-446
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose– The purpose of this article is to develop an alternative approach to researching the impact of culture on relationship creation and network formation in Asian markets.Design/methodology/approach– A conceptual approach is taken.Findings– The paper has argued that in Asian markets culture can be better understood on the basis of cultural groupings (e.g. ethnic grouping) than on politically defined and artificially created national boundaries. The assessment and comparison of cultural differences and similarities in Asia can be conducted by using an “enlarged” emic approach. Given the idiosyncratic nature of relationships and the increasing significance of the emic contexts enriched by globalisation, the proposed approach is likely to generate a better understanding of the impact of culture on relationship creation and network formation in emerging Asian markets.Practical implications– Managers doing business in emerging Asian markets need to go beyond traditional national culture stereotypes to capture cultural diversities and paradoxes in terms of, for example, ethnic culture, regional culture, professional culture, and emerging global culture groupings within and across national borders.Originality/value– Differing from the “either/or” nature of the mainstream scholarship which tends to bipolarise national cultures, this paper emphasises the “both/and” character of Asian cultures which intrinsically embrace paradoxes in philosophies, values, and behaviours. The paper has suggested that an “enlarged” emic approach to cross‐cultural clustering and comparison be used in Asian contexts to better understand the workings of relationship creation and network formation in emerging Asian markets.
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12.
  • Flohr Nielsen, Jørn, et al. (författare)
  • Market orientation in Nordic banks : Does nationality matter?
  • 2003
  • Ingår i: European Journal of Marketing. - : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 37:11, s. 1818-1841
  • Forskningsöversikt (refereegranskat)abstract
    • Neither market orientation nor the possible link to performance is easily achieved and in various countries companies may organize differently to cope with the information-processing and customer-responding challenges. Nationwide surveys in banks in Denmark, Finland, Norway, and Sweden indicate that a path to performance involves innovations such as “supported empowerment” though there are differences in the antecedents of market orientation. Thus the most distinct Scandinavian ways to improvements may be found in Sweden. Especially Swedish banks and to a lesser extent Finnish banks are upfront in their use of “the technology of customer-focusing”. Nevertheless, the overall analyses based on rigorous structural equation modeling lead to the estimation of a model reflecting causal relationships which seem to be independent of nationality.
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13.
  • Frandsen, Sanne, et al. (författare)
  • Faculty responses to business school branding : A discursive approach
  • 2018
  • Ingår i: European Journal of Marketing. - : Emerald Group Publishing. - 1758-7123 .- 0309-0566. ; 52:5-6, s. 1128-1153
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose The branding of universities is increasingly recognized to present a different set of challenges than in corporate, for-profit sectors. The purpose of this paper is to investigate how faculty make sense of branding in the context of higher education, specifically considering branding initiatives in business schools. Design/methodology/approach The paper is based on qualitative interviews with faculty regarding their responses to organizational branding at four business schools. Discourse analysis was used to analyze the interview data. Findings The study reveals varied, fluid and reflexive faculty interpretations of organizational branding. Faculty interviewed in the study adopted a number of stances towards their schools' branding efforts. In particular, the study identifies three main faculty responses to branding: endorsement, ambivalence and cynicism. Originality/value The study contributes by highlighting the ambiguities and ambivalence generated by brand management initiatives in the higher education context, offering original insights into the multiple ways that faculty exploit, frame and resist attempts to brand their organizations. The authors conclude by discussing the implications of these findings for branding in university contexts.
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14.
  • Fuentes, Christian, 1978, et al. (författare)
  • Soundtracking: music listening practices in the digital age
  • 2019
  • Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 53:3
  • Tidskriftsartikel (refereegranskat)abstract
    • The purpose of this paper is to further develop the conceptualization of music consumption in the digital age by examining how contemporary music listening is interweaved with other practices, how it shapes those practices and how it is in turn shaped by them. The paper draws on extensive, qualitative interviews with 15 Swedish music consumers. During the course of these interviews, specific situations of everyday music listening were discussed in detail. Drawing on practice theory and more specifically the concepts of dispersed and integrative practices, the authors identify and explore a mode of music listening that they term soundtracking, which involves choosing and listening to music mainly to accompany other everyday practices. As soundtracking grows in importance, music is increasingly consumed as an affective-practical resource. Its significance is then not derived from its ability to demarcate difference and construct consumer identities but from its capacity to evoke emotions and moods than enable and enrich a set of everyday practices. When music is consumed as part of soundtracking, issues such as the audio quality of music or ownership of material music media become less important, while aspects such as mobility, accessibility and the adaptability of music increase in importance. This has important implications for how and what music should be produced and marketed. This paper offers an alternative view of contemporary music consumption compared to previous research, which has considered music listening primarily as an integrative practice on which the practitioner is fully focussed. The paper also contributes to practice theory by offering an empirically based understanding of a dispersed practice, showing that such practices are neither without shape nor necessarily very simple in their structure.
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15.
  • Goldkuhl, Lena, et al. (författare)
  • Sensing the scent of service success
  • 2007
  • Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 41:11/12, s. 1297-1305
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose - The intangible character of services makes it difficult for customers to evaluate a service offering before consumption. Scent offers a powerful means of making services tangible. Therefore, this paper aims to contribute to the understanding of how scents can be used for services marketing purposes. Design/methodology/approach - The paper presents an overview of studies, mainly from the area of retailing, indicating how scents can be used in services, and this is followed by a number of examples of such applications. Findings - The paper finds that, although there are examples of service providers utilising scents to tangibilise, enhance and differentiate services, this area has been relatively neglected in marketing literature. Practical implications - By adding the component of scent to their offerings, service providers have the opportunity to create a competitive advantage. When using scents in services marketing, managers should consider the aspects of presence, pleasantness, congruity and memory of scents. Originality/value - No other paper with a specific focus on scent as a tangibiliser, enhancer and differentiator of services has been found in marketing literature. This paper provides important insights into the use of scents for services marketing purposes.
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16.
  • Gummesson, Evert (författare)
  • Practical Value of Adequate Marketing Management Theory
  • 2002
  • Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 36:3, s. 325-349
  • Tidskriftsartikel (refereegranskat)abstract
    • This is a critical discourse on marketing management textbooks and their presentations of general marketing theory. These books claim to be general, complete and up-to-date, although the base of “textbook theory” is consumer goods mass marketing, a minority of all marketing if compared to services and B-to-B marketing. Seminal developments over the past decades in services marketing, quality management, relationship marketing and CRM are treated as special cases although they intervene in all types of marketing. The article claims that marketing management has become stereotyped on a derelict foundation in commodity-like textbooks. It ends with guidelines on how research in marketing could reinvent itself to the benefit of both academics and practitioners.
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17.
  • Gummesson, Evert (författare)
  • Qualitative research in marketing : roadmap for a wilderness of complexity and unpredictability
  • 2005
  • Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 39:3/4, s. 309-327
  • Tidskriftsartikel (refereegranskat)abstract
    • To discuss and analyse three themes in qualitative research in marketing which are objects of both frustration and confusion: analysis and interpretation; theory generation; and a quest for scientific pluralism and individual researcher lifestyles.Design/methodology/approachUnderpinning the discussion is that complexity, ambiguity, fuzziness, chaos, change, uncertainty and unpredictability are characteristics of a market economy; that qualitative and subjective interpretation is necessary to add the spark of life to marketing data; and that general marketing theory needs more attention from researchers.Practical implicationsThe proper use of methodology and the generation of better marketing theory will make it easier for practitioners to reach the right decisions.FindingsQuantitative and qualitative research processes are not by nature antagonistic, although their advocates may be; quantitative methodology carries qualitative “bugs”, necessary for its sustenance.Originality/valueThe article ends with a recommendation that every researcher in marketing should design his or her individual research approach, one that suits the personality of the researcher. As an example, the author presents his own current methodology‐in‐use, interactive research.
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18.
  • Hansen, Håvard, et al. (författare)
  • The moderating effects of need for cognition on drivers of customer loyalty
  • 2013
  • Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 47:8, s. 1157-1176
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose - While satisfaction, value, image, and credibility are commonly assumed to drive customer loyalty, there is nevertheless reason to question whether their effects vary across groups of consumers. This paper seeks to explore how individuals with contrasting Need-for-Cognition (NFC) levels differ in using memory-based information when forming behavioral intentions towards a current service providerDesign/methodology/approach - We tested the hypotheses by means of survey data from customers of retail banks, and applied two-group analysis using structural equation modeling (SEM) to test the moderating effects of NFC.Findings - Satisfaction positively affects loyalty for high NFCs, but not for low NFCs. Image is insignificant in both groups. Value positively affects loyalty for low NFCs, but not for high NFCs. Credibility has a positive effect for low NFCs, but not for high NFCs.Research limitations/implications - The limited sample size affects the power of the test methodology, but Chow-tests of regression models gave similar results. Further research should test the model in other contexts to enhance external validity.Originality/value - Previous research has primarily focused on how consumer demographics moderate satisfaction-loyalty links. We include additional drivers of loyalty, and assess moderation by a personality trait (NFC) not previously used in satisfaction-loyalty research. To develop more effective customer strategies, both researchers and practitioners need to understand how different types of consumers attend to and utilize information when forming behavioral intentions. The standard practice of surveying customer satisfaction and loyalty typically requires the consumer to make a memory-based judgment. Our results indicate that consumers’ dispositional tendency to think and elaborate (more or less) can bias survey results.
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19.
  • Hietanen, Joel, 1980-, et al. (författare)
  • Market practices in countercultural market emergence
  • 2015
  • Ingår i: European Journal of Marketing. - 0309-0566 .- 1758-7123. ; 49:9/10, s. 1563-1588
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose – The purpose of this paper is to contribute to the growing marketing literature that investigates markets as “configurations”, i.e. networks of market actors engaged in market-shaping practices and performances. As this pioneering work has been largely focused on established mainstream markets and industries driven by large multi-national companies, the present article extends practice-based market theorizing to countercultural market emergence and also to unconventional market practices shaping it. Design/methodology/approach – Insights are drawn from a four-year multi-sited ethnographic study of a rapidly expanding electronic music scene that serves as an illustrative example of emergent countercultural market. Findings – In contrast to mainstream consumer or industrial markets, the authors identify a distinctive dynamic underlying market emergence. Countercultural markets as well as their appeal and longevity largely depend on an inherent authenticity paradox that focal market actors need to sustain and negotiate through ongoing market-shaping and market-restricting practices.Practical implications – From a practitioner perspective, the authors discuss the implications for market actors wishing to build on countercultural authenticity. They highlight the fragility of countercultural markets and point out practices sustaining them, and also possibilities and challenges in tapping into them. Originality/value – The study contributes by theorizing the tensions that energize and drive countercultural market emergence. In particular, the authors address the important role of market-restricting practices in facilitating countercultural appeal that has not received explicit attention in prior marketing literature.
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20.
  • Karlsson, Jenny, et al. (författare)
  • Exploring front-line employee contributions to service innovation
  • 2015
  • Ingår i: European Journal of Marketing. - 0309-0566 .- 1758-7123. ; 49:9-10, s. 1346-1365
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose - This paper aims to study front-line employees' contribution to service innovation, when they contribute and how they are involved in service innovation. Design/methodology/approach - The paper draws on a multiple-case study on service innovation in four organizations with extensive front-line employee involvement. The main data collection methods are interviews and observations. Findings - The paper suggests that front-line employees contribute customer knowledge, product knowledge and practice knowledge during five phases of the service innovation process - project formation, idea generation, service design, testing and implementation - and that front-line employee involvement ranges from active to passive. Research limitations/implications - Statistical generalization of the results is needed. Practical implications - The paper reveals that early and active front-line employee involvement in the service innovation process creates conditions for a positive contribution to service innovation. Originality/value - The paper suggests that early and active knowledge contributions by front-line employees to the service innovation process are associated with the creation of attractive value propositions.
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21.
  • Kask, Johan, 1980-, et al. (författare)
  • Why "majors" surge in the post-disruptive recording industry
  • 2019
  • Ingår i: European Journal of Marketing. - : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 53:3, s. 442-462
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose: The recording industry has gone through a far-reaching disruption, but the major record companies from the past continue to surge. The following question is addressed: Why has disruption in the recording industry not followed the patterns of generic examples from other sectors? The purpose of this paper is to describe and explain why the digital disruption does not lead to the disruption of all types of companies.Design/methodology/approach: This longitudinal study is based on a large set of secondary sources combined with in-depth interviews in Sweden's recording industry.Findings: Findings indicate that when customers turn to streaming, the major record companies' direct control of which music the consumer is exposed to increases. This main finding contrasts statements that streaming services would facilitate peer-to-peer sharing activities between music customers and make record companies redundant. The major record companies have remained at a prosperous position due to the control of valuable content and marketing assets, as well as asymmetric interdependency among parties in the supply chain.Research limitations/ implications: The recording industry is different to many other sectors based on the latent value of catalogues, and the conclusions drawn from this paper should thereby not be taken for granted for other industries.Practical/ implications: Findings suggest that by " reading" the development of the industry and understanding what key resources create dependencies and revenue flows, managers would be better at tackling disruption.Originality/ value: The paper contributes to previous literature by describing how incumbentcompanies survive and even prosper post- disruption. It adds to the understanding of the digitalization of the recording industry and points at how dependencies help to understand disruption.
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22.
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23.
  • Kowalkowski, Christian (författare)
  • Dynamics of value propositions: insights from service-dominant logic
  • 2011
  • Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 45:1/2, s. 277-294
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose – This article examines the notion of value propositions (promises of reciprocal value between service providers and their customers), value-in-exchange and value-in-use, all within the conceptual context of service-dominant (S-D) logic. Design/methodology/approach – Responding to calls in the recent literature for an academic critique of S-D logic, its key constructs, and its application in marketing situations of varying complexity, the article presents a conceptual analysis of the determinants of value emphasis in value propositions from the S-D perspective. Findings – Four guiding principles are derived from a rigorous analysis of the relevant literatures. Ways are discussed in which firms might achieve greater flexibility in designing their market offerings, and thus manage different customer segments using different value propositions. The general conclusion is that the ability to communicate a firm’s value propositions strategically and effectively is a new area for the development of competence at the core of competitive advantage. Research implications – The findings pave the way for empirical research into the dynamics of value propositions. Since the main focus of the conceptual framework is on the customer-provider dyad, future studies should broaden coverage to multilateral settings and networked environments. Practical implications – Factors that determine the relative emphasis in value propositions between value-in-exchange and value-in-use are discussed, and the management implications derived from each of the four principles identified. Originality/value – The article elaborates the application of S-D logic in marketing by investigating the determinants of relative emphasis of value propositions.
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24.
  • Lange, Fredrik, et al. (författare)
  • Omnichannel promotions and their effect on customer satisfaction
  • 2021
  • Ingår i: European Journal of Marketing. - : Emerald. - 1758-7123 .- 0309-0566. ; 55:13, s. 177-201
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose: This paper aims to investigate whether customer satisfaction varies when presented with different types of omnichannel promotions (shopping goal-congruent vs shopping goal-incongruent and monetary vs non-monetary promotions) and if the effect on satisfaction is mediated by service excellence. In addition, this paper examines whether consumers respond differently to these promotions when shopping for utilitarian or hedonic products or when they have an inherent utilitarian or hedonic shopping motivation. Design/methodology/approach: Two online shopping scenario experiments are conducted. Study 1 (n = 1,034) differentiates effects of omnichannel promotions between hedonic and utilitarian product categories. Study 2 (n = 345) contrasts hedonic and utilitarian shopping motivation in the same product category. Findings: The findings in this paper demonstrate positive effects from both presenting a shopping goal congruent and a monetary promotion in an omnichannel setting on customer satisfaction. The positive effects are explained by service excellence and are demonstrated to be attenuated in the hedonic product category and for consumers with a hedonic shopping motivation. Research limitations/implications: The effect of omnichannel promotions was demonstrated using a scenario-based experimental approach, future research should use field experiments. Practical implications: The findings in this paper demonstrate practical implications for a retailer who wishes to optimize its omnichannel promotion strategy across channels and touchpoints. Originality/value: To date there is little directions for retailers on how to optimize their omnichannel promotion strategy. This paper contributes to research and practice by demonstrating that shopping goal-congruent promotions (vs in-congruent) and monetary promotions (vs non-monetary) increase customer satisfaction more in an omnichannel context. The effects are enhanced for utilitarian (vs hedonic) products/shopping motivation. © 2021, Angelica Blom, Fredrik Lange and Ronald L. Hess.
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25.
  • Laud, Gaurangi, et al. (författare)
  • Member (co)creativity in open innovation communities
  • 2023
  • Ingår i: European Journal of Marketing. - : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 57:8, s. 2021-2047
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose-Organizations increasingly seek to leverage open innovation (OI) communities to generate and advance novel ideas through collaborative innovation efforts of their members. However, success is far from guaranteed, as OI communities can only thrive depending on individual and collective member contributions. This study aims to examine individual and social determinants that encourage members to first generate novel ideas, then collaboratively advance these ideas through cocreation with other members, a process this study terms member "(co)creativity."Design/methodology/approach-A survey design was used to collect data from 301 OI community members, which this study analyzed through component-based structural equation modeling using the partial least squares (PLS) method.Findings-Drawing on componential theory of creativity and innovation, this study demonstrates the role of members' creative identity, creative self-efficacy and domain-relevant knowledge as determinants for their novel idea generation. While novel idea generation leads to members' participation in collaborative innovation, this relationship is partially mediated by members' willingness to cocreate in this process. This process is further conditioned by social determinants and leads to members' creative self-enrichment as a result of collaborating in OI communities.Research limitations/implications-Taking a member perspective, this study advances marketing innovation theorizing by investigating critical determinants of effective OI communities, informing managers about success factors that promote collaborative innovation in OI communities.Practical implications-This helps overcome rather reductionist innovation models and highlights interdependencies between the individual and social determinants from a theoretical perspective while helping managers better understand important OI member profiles and social aspects that can foster the success of OI communities.Originality/value-To the best of the authors' knowledge, this study is the first to examine the notion of member (co)creativity in OI communities and its determinants for effective collaborative innovation. This study also demonstrates self-enrichment as an important outcome of (co)creativity.
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26.
  • Lee, Linda W., et al. (författare)
  • Making sense of text : artificial intelligence-enabled content analysis
  • 2020
  • Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 54:3, s. 615-644
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose The purpose of this paper is to introduce, apply and compare how artificial intelligence (AI), and specifically the IBM Watson system, can be used for content analysis in marketing research relative to manual and computer-aided (non-AI) approaches to content analysis. Design/methodology/approach To illustrate the use of AI-enabled content analysis, this paper examines the text of leadership speeches, content related to organizational brand. The process and results of using AI are compared to manual and computer-aided approaches by using three performance factors for content analysis: reliability, validity and efficiency. Findings Relative to manual and computer-aided approaches, AI-enabled content analysis provides clear advantages with high reliability, high validity and moderate efficiency. Research limitations/implications - This paper offers three contributions. First, it highlights the continued importance of the content analysis research method, particularly with the explosive growth of natural language-based user-generated content. Second, it provides a road map of how to use AI-enabled content analysis. Third, it applies and compares AI-enabled content analysis to manual and computer-aided, using leadership speeches. Practical implications - For each of the three approaches, nine steps are outlined and described to allow for replicability of this study. The advantages and disadvantages of using AI for content analysis are discussed. Together these are intended to motivate and guide researchers to apply and develop AI-enabled content analysis for research in marketing and other disciplines. Originality/value To the best of the authors' knowledge, this paper is among the first to introduce, apply and compare how AI can be used for content analysis.
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27.
  • Leonidou, Leonidas C., et al. (författare)
  • Cultural drivers and trust outcomes of consumer perceptions of organizational unethical marketing behavior
  • 2013
  • Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 47:3-4, s. 525-556
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose - The article develops and tests a model that focuses on the cultural drivers and trust outcomes of consumer perceptions on issues pertaining to the unethical marketing behavior of firms. It specifically investigates: the role of cultural orientation in forming consumer ethical ideology; the link between the consumer’s ethical ideology and his/her perceptions regarding the unethical marketing behavior of firms; the effect of perceived unethical marketing behavior on trust in firms; and the moderating role of gender, age, and education of the consumer.Design/methodology/approach - The article is based on a quantitative survey conducted among 387 Cypriot consumers aged 18 and above, using stratified random sampling procedures. The items comprising the constructs used were derived from multiple literature sources and these were measured on a seven-point Likert scale. Data were gathered through personal, face-to-face interviews conducted at central locations in all major towns of Cyprus. To test the hypothesized relationships among the constructs of the model, structural equation modeling was employed.Findings - The study confirmed that both power distance and uncertainty avoidance are important in forming idealistic attitudes, while both individualism and masculinity lead to an egoistic attitude. Idealism was observed to have a positive association with perceived marketing unethicality, while egoism was found to negatively affect consumer perceptions of unethical marketing behavior by firms. It was also revealed that perceived unethical marketing behavior decreases consumer trust. The study also revealed that the link between idealism and perceived marketing unethicality is stronger among male and older individuals, while consumer’s level of education had no moderating impact on this link. Finally, none of the consumer demographics examined (i.e., gender, age, and education) moderated the association between egoism and perceived unethical marketing behavior.Research limitations/implications - The findings of the study offer useful implications for business managers (e.g., adopting an ethical marketing spirit), public policymakers (e.g., establishing a broader set of ethical guidelines for marketers), and consumer pressure groups (e.g., making consumers act as ‘watchdogs’ of potential unethical marketing practices). The findings of the study should be seen within the context of limitations pertaining mainly to the fieldwork country, the cross-sectional design, and the sampling unit used.Originality/value - The originality of the study lies in the fact that: it puts together in a single model both antecedents and outcomes of the marketing unethicality of firms, as this is perceived by the individual consumer; concurrently examines the role of cultural orientation and ethical ideology of the consumer in forming ethical attitudes and responses; focuses on the instrumental role of cultural characteristics on consumer ethical perceptions from the perspective of the individual, rather than the society as a whole; places emphasis on unethical issues taking place across all elements of the marketing mix; and provides useful examination of the effects of unethical marketing practices on consumer trust.
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28.
  • Lucarelli, Andrea, et al. (författare)
  • How cyber political brands emerge : a socio-material analysis of the Italian Five Star movement and the Czech pirate party
  • 2021
  • Ingår i: European Journal of Marketing. - 0309-0566 .- 1758-7123. ; 55:4, s. 1130-1154
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose - Although information technology has been at the centre of attention of political branding for some time, research has traditionally focused mainly on its role in the facilitation of communication. This paper aims to unpack the role of information technology in the emergence of new cyber political brands.Design/methodology/approach - This research uses a dual case study approach that focuses on the relationship between branding, politics and information technology. The analysis focuses on two successful political cyber brands: the Italian Five Star Movement and the Czech Pirate Party. Data collection covering the time frame between their emergence and their political success occurs through netnographic methods.Findings - Cyber political brands emerge and materialize in different forms. The present analysis allows for a delineation of three conceptual elements that characterize the constitutive interrelationship of information technology in the emergence of cyber political brands. The first conceptual element, organization, refers to how political brands become structured around linked activities. The second conceptual element, orientation, describes how the activities of a political brand are directed to build a specific path and legitimize courses of action. The third conceptual element, operation, delineates the processes that anchor and stabilize the political brands in its “own” culture, establishing specific base activities.Research limitations/implications - Information technology and the techno-culture emerging around the two cyber party brands can be seen as the possible delineations of new “cleavages” in the form of “information technology-culture” which enables potential electoral success.Originality/value - The present study by offering the conceptualization of the cyber political brand shows how political brands can reflect a type of performative cultural branding where they become able, as a networked-medium, to assemble a specific techno-culture. In terms of political brand development, the current analysis offers a framework that allows us to consider the process of political party development in a new fashion.
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29.
  • Luna-Cortés, Gonzalo, et al. (författare)
  • Effect of masculine eating and drinking beliefs on male consumers’ concern with healthy eating and binge drinking
  • 2022
  • Ingår i: European Journal of Marketing. - : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 56:11, s. 3078-3106
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose: The purpose of this paper is to examine the relationship of masculine eating/drinking beliefs on male consumers’ concern with unhealthy eating/drinking habits and, in turn, with binge drinking. Additionally, this research tests if and how a change in these beliefs influences binge drinking intention and intention to eat unhealthy food.Design/methodology/approach: Three studies were conducted in Bogotá (Colombian males; convenience sampling). The purpose of Study 1 (N = 209) was to develop a scale to measure masculine eating/drinking beliefs. Study 2 (N = 191) tested the mediating role of concern with unhealthy eating/drinking habits in the relationship of masculine eating/drinking beliefs with binge drinking. Study 3 (N = 179) was an experimental study, which examined the effect of information about some negative consequences of masculine beliefs on the answers to the masculine eating/drinking beliefs inventory and, in turn, on binge drinking intention and intention to eat unhealthy food.Findings: A one-dimensional (eight-items) scale was developed and validated. The results of this paper show that masculine eating/drinking beliefs are associated with lower concern with unhealthy eating/drinking and, in turn, with higher binge drinking. Information that influences these beliefs leads to lower binge drinking and unhealthy food ingestion intentions.Research limitations/implications: This research presents the first scale that measures masculine eating/drinking beliefs. It provides initial evidence on how an intervention focused on the negative consequences of sexism can influence these beliefs, affecting binge drinking and overeating intentions.Practical implications: This research provides new findings on a topic associated with several health problems in many countries, including the effect on consumers’ weight gaining and related illnesses.Originality/value: This research presents the first scale that measures masculine eating/drinking beliefs. It provides initial evidence about factors (through mediating variables) that link masculine eating/drinking beliefs with some unhealthy eating/drinking habits. In addition, the results show how information about some negative consequences of these beliefs can influence consumers’ binge drinking and unhealthy food ingestion intentions, which leads to key recommendations for future interventions. As a result, this research provides new findings on a topic associated with several health problems in many countries, including the effect on consumers’ weight gaining and related illnesses.
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30.
  • Ots, Mart, et al. (författare)
  • Just doing it : theorising integrated marketing communications (IMC) practices
  • 2017
  • Ingår i: European Journal of Marketing. - : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 51:3, s. 490-510
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose This paper aims to elaborate on the concept of "integrated marketing communication (IMC) practice" and provide an empirical exposition of how integration is enacted in the lifeworlds of marketing practitioners, drawing from the "practice turn" in management studies. Although IMC is a well-known conceptual idea in academia, there is insufficient theorisation of what it means "to do" IMC. Despite broad acceptance for IMC, there has been scant application of available organisational and sociological theories to illuminate actual IMC practices in the field.Design/methodology/approachThe paper introduces practice theory as a lens through which to study and analyse IMC practices. Using qualitative coding and interpretative analysis, the framework was operationalised and applied to a two-year organisational ethnography encompassing IMC planning activities in at a leading Swedish retailer.FindingsFindings demonstrate how practitioners develop explicit and implicit strategies to enact strategic integration. The study conceptualises IMC as a set of interrelated practices, or routinised behaviours, which are repeated and organised by some social or formal rules and conventions. In the ethnographic context of the study, "IMC as practice" is exhibited in the forms of routines, material set-ups, rules and procedures, cultural templates and teleoaffective structures.Originality/valueThe paper proposes a novel set of theoretical and methodological tools that can be used to understand how IMC lives as a set of practices inside organisations. It specifically conceptualises the link between mental and objectified, materialised and routinised activities that has previously been escaping the sphere of theorisation. By creating language and tools to capture hitherto unmodellable phenomena, the paper opens many new avenues for future research.
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31.
  • Otterbring, Tobias, 1985-, et al. (författare)
  • Shortsighted sales or long-lasting loyalty? : The impact of salesperson-customer proximity on consumer responses and the beauty of bodily boundaries
  • 2023
  • Ingår i: European Journal of Marketing. - : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 57:7, s. 1854-1885
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose Previous research on salesperson-customer proximity has yielded mixed results, with some studies documenting positive proximity effects on shopping responses and others demonstrating the reverse. To reconcile such mixed findings, this paper aims to test whether and how salesperson proximity influences a series of key customer outcomes in actual retail settings using sample sizes that are considerably larger than most former investigations. Design/methodology/approach We conducted two high-powered field studies (N = 1,312) to test whether salesperson-customer proximity influences consumers' purchase behavior and store loyalty. Moreover, we investigated whether the short-term effects on purchase behavior were moderated by the extent to which the consumption context had a clear connection to consumers' own bodies. Findings Salesperson proximity increased purchase incidence and spending in consumption contexts with a bodily basis (e.g. clothes, beauty, health), suggesting that consumers "buy their way out" in these contexts when a salesperson is violating their personal space. If anything, such proximity had a negative impact on consumers' purchase behavior in contexts that lacked a clear bodily connection (e.g. building materials, furniture, books). Moreover, the link between proximity and consumer responses was mediated by discomfort, such that a salesperson standing close-by (vs farther away) increased discomfort, with negative downstream effects on shopping responses. Importantly, the authors found opposite proximity effects on short-term metrics (purchase incidence and spending) and long-term outcomes (store loyalty). Research limitations/implications Drawing on the nonverbal communication literature and theories on processing fluency, the current work introduces a theoretically relevant boundary condition for the effects of salesperson-customer proximity on consumers' purchase behavior. Specifically, the bodily basis of the consumption context is discussed as a novel moderator, which may help to explain the mixed findings in this stream of research. Practical implications Salesperson-customer proximity may serve as a strategic sales tactic to improve short-term revenue in settings that are closely tied to consumers' own bodies and characterized by one-time purchases. However, as salesperson proximity was found to be associated with lower store loyalty, irrespective of whether the shopping setting had a bodily basis, the risk of violating consumers' personal space may have costly consequences from a long-term perspective. Originality/value The present field studies make three central contributions. First, we introduce a novel moderator for proximity effects in various sales and service settings. Second, we test the focal hypotheses with much higher statistical power than most existing proximity studies. Finally, we document that salesperson-customer proximity ironically yields opposite results on short-term metrics and long-term outcomes, thus underscoring the importance of not solely focusing on sales effectiveness when training frontline employees.
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32.
  • Ottesen, Geir Grundvåg, et al. (författare)
  • Exploring the accuracy of SME managers’ network perceptions
  • 2004
  • Ingår i: European Journal of Marketing. - : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 38:5/6, s. 593-607
  • Tidskriftsartikel (refereegranskat)abstract
    • This paper studies the accuracy of small‐ to medium‐sized (SME) managers' perceptions of their information exchanges with important market actors such as customers, competitors and suppliers. In this way, examines an important dimension of managers' network perceptions, which are assumed to be necessary for optimal utilisation of their networks. By comparing managers' perceived frequency of information exchanges with external actors with an “objective” tracking of their actual behaviour, reveals substantial perceptual errors. Findings are discussed and implications highlighted.
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33.
  • Paschen, Jeannette, et al. (författare)
  • #BuyNothingDay : investigating consumer restraint using hybrid content analysis of Twitter data
  • 2020
  • Ingår i: European Journal of Marketing. - : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 54:2, s. 327-350
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose:This study aims to investigate motivations and human values of everyday consumers who participate in the annual day of consumption restraint known as Buy Nothing Day (BND). In addition, this study demonstrates a hybrid content analysis method in which artificial intelligence and human contributions are used in the data analysis. Design/methodology/approach:This research uses a hybrid method of content analysis of a large Twitter data set spanning three years. Findings:Consumer motivations are categorized as relating to consumerism, personal welfare, wastefulness, environment, inequality, anti-capitalism, financial responsibility, financial necessity, health, ethics and resistance to American culture. Of these, consumerism and personal welfare are the most common. Moreover, human values related to “openness to change” and “self-transcendence” were prominent in the BND tweets. Research limitations/implications:This research demonstrates the effectiveness of a hybrid content analysis methodology and uncovers the motivations and human values that average consumers (as opposed to consumer activists) have to restrain their consumption. This research also provides insight for firms wishing to better understand and respond to consumption restraint. Practical implications:This research provides insight for firms wishing to better understand and respond to consumption restraint.Originality/value:The question of why everyday consumers engage in consumption restraint has received little attention in the scholarly discourse; this research provides insight into “everyday” consumer motivations for engaging in restraint using a hybrid content analysis of a large data set spanning over three years.
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34.
  • Perry, Chad, et al. (författare)
  • Action research in marketing.
  • 2004
  • Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 38:3/4, s. 310-320
  • Tidskriftsartikel (refereegranskat)
  •  
35.
  • Pitt, Christine, 1991-, et al. (författare)
  • New Approches to Psychographic Consumer Segmentation : Exploring Fine Art Collectors Using Artificial intelligence, Automated Text Analysis and Correspondence Analysis
  • 2020
  • Ingår i: European Journal of Marketing. - 0309-0566 .- 1758-7123.
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose – While the motivation for collecting art has received considerable attention in the literature, less is known about the characteristics of the typical art collector. This paper aims to explore these characteristics to develop a typology of art consumers using a mixed method approach over several studies.Design/methodology/approach – This is achieved by analyzing qualitative data, gathered via semi- structured interviews of art collectors, and quantitatively by means of natural language processing analysis and automated text analysis and using correspondence analysis to analyze and present the results.Findings – The study’s findings reveal four distinct clusters of art collectors based on their “Big Five” personality traits, as well as uncovering insights into how these types talk about their possessions.Research limitations/implications – In addition to contributing to the arts marketing literature, the findings provide a more nuanced understanding of consumers that managers can use for market segmentation and target marketing decisions in other markets. The paper also offers a methodological contribution to the literature on correspondence analysis by demonstrating the “doubling” procedure to deal with percentile data.Practical implications – In addition to contributing to the arts marketing literature, the findings provide a more nuanced understanding of art collectors that managers can use for market segmentation and target marketing decisions. The paper also offers a methodological contribution to the literature on correspondence analysis by demonstrating a non-traditional application of correspondence analysis using the “doubling” procedure. Buyer behavior in the fine art market is not exhaustively studied. By understanding the personality traits of consumers in the art market, sales forces can better provide assistance and product to consumers. Further, understanding the personalities of consumers is better for art retail spaces to better serve consumers.Originality/value – This paper demonstrates a unique mixed methods approach to analyzing unstructured qualitative data. It shows how text data can be used to identify measurable market segments for which targeted strategies can be developed.
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36.
  • Prenkert, Frans, 1969-, et al. (författare)
  • Conceptualising, delineating and analysing business networks
  • 2006
  • Ingår i: European Journal of Marketing. - : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 40:3-4, s. 384-407
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose: The purpose of this article is to explore possible contributions to the development of models to define business networks conceptually, and identify and delineate them empirically by integrating concepts and ideas from "market exchange theory" originating in the works of Alderson.Design/methodology/approach: Following a conceptual discussion defining business networks as a type of exchange system, empirical data were used to exemplify and illustrate the theoretical development ideas. From data on 22 business firms collected in 1999-2001 in the form of transcribed interviews and other print documentation, a business network as a type of exchange system was identified comprising five business entities. This case serves as illustration to the remainder of the theoretical discussions throughout the paper.Findings: Based on a conceptualisation of business networks as a type of exchange system and a notion of interaction encompassing exchange processes stemming from both market exchange theory and social exchange theory, it is suggested that business networks can be more consistently identified and delineated empirically using this theoretical base.Research limitations/implications: The empirical case is merely illustrative, and more extensive empirical work is needed to further test the ideas of business networks as a type of exchange system. The implications to the study of markets-as-networks are that these ideas can be used as a basis for identification, delineation and analysis of business networks.Originality/value: This paper extends Alderson's work by suggesting a fourth type of transformation: transformation in ownership, as well as by developing a typology with five resource types in the exchange system. Furthermore, it provides a conceptual tool that can be used by researchers to identify, delineate and analyse business networks and incorporates market exchange theory. © Emerald Group Publishing Limited.
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37.
  • Salehi-Sangari, Esmail, et al. (författare)
  • Curriculum internationalisation : a comparative study in Iran and Sweden
  • 1999
  • Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 33:7/8, s. 760-772
  • Tidskriftsartikel (refereegranskat)abstract
    • Investigates the increasing interest by educators to provide students with the international management and research skills that are becoming more necessary as we enter the twenty-first century. Highlights the need for the internationalisation of curriculum, as well as the faculty and instructors who teach such courses. Presents two cases of such internationalisation efforts in Iran and Sweden. Explores the internationalisation of the courses and the instructors who taught them over a three-year period; certain positive and negative aspects to these experiences are identified and presented. Suggests that such research on the successes and failures in such cases serve as a foundation to continue research in other settings, so as to learn more about how to continue with efforts to internationalise both curriculum and faculty.
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38.
  • Samuelsson, Peter (författare)
  • The effects of innovation types and customer participation on organizational performance in complex services
  • 2023
  • Ingår i: European Journal of Marketing. - : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 57:13, s. 27-55
  • Tidskriftsartikel (refereegranskat)abstract
    • PurposeThis study aims to explain the effects of different types of innovations on organizational performance in terms of firms' external effectiveness and internal efficiency. The study examines the interrelationship of technical and nontechnical innovations in complex services and the mediating effect of customer participation on the relationship between innovation type and organizational performance. Design/methodology/approachThe study draws on a neo-Schumpeterian model for innovation to examine the complex service setting of healthcare provision. Data from Statistics Sweden, containing 38 hospitals and 242 primary care units in Sweden, provided the study's results. FindingsThe findings show the importance of combining different types of innovations in complex services, demonstrating a mediating effect of nontechnical innovation on both the relationship between technical innovations and external effectiveness and internal efficiency. Moreover, the results show that customer participation has a positive mediating effect for technical innovation and nontechnical innovation on external effectiveness. However, there is no such significant effect on internal efficiency. Research limitations/implicationsThe findings are based on self-assessment data, which has inherent limitations. The innovation data used were cross-sectional, which may lack reliability (although self-assessed data counter this risk to some extent). Practical implicationsManagers should pursue both technical and nontechnical innovations for gains in external effectiveness and internal efficiency. However, complex services call for technical innovations to be accompanied by nontechnical innovations to support positive effects. The results cause a dilemma for managing customer participation in complex services. As the results show customer participation resulting in external effectiveness, they also fail to establish an effect on internal efficiency. Originality/valueThe primary contribution is to add to the knowledge of different types of innovation in complex services by demonstrating their interdependent effects on both external effectiveness and internal efficiency. Furthermore, the study tests and advances the mediating effect of customer participation in complex services on organizational performance.
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39.
  • Singh, Reema (författare)
  • “Hey Alexa-order groceries for me” - the effect of consumer-VAI emotional attachment on satisfaction and repurchase intention
  • 2022
  • Ingår i: European Journal of Marketing. - : Emerald. - 1758-7123 .- 0309-0566. ; 56:6, s. 1684-1720
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose: Given the growing prominence of voice-activated artificial intelligent devices (VAIs) as the strategic market-facing technology for grocery purchases, this article aims to bring together theories on anthropomorphism, trust, emotional attachment, self-connection and self-disclosure in one conceptual framework establishing that consumer–VAI relationship has significant implications for grocery purchase satisfaction and intention to repurchase using VAIs. Design/methodology/approach: The study tested seven hypotheses through a survey-based approach comprising of two studies. Findings: The study empirically supports VAI anthropomorphism and trust in VAIs as predictors of consumer–VAI emotional attachment and establishes the moderating role of consumer self-disclosure. Consumer–VAI self-connection resulting from emotional attachment results in grocery purchase satisfaction and intention to repurchase using VAIs. Research limitations/implications: The article offers a novel perspective on consumer–VAI relationships and the use of VAIs for grocery purchases. It establishes an agentic role of consumers when ordering groceries using VAIs, creating a deeper understanding of how consumer–VAI emotional attachment results in extensions of consumers’ self-identity, resulting in purchase satisfaction and repurchase intention using VAIs. Practical implications: Establishing a consumer–VAI relationship, the article brings out the strategic importance of VAIs for marketers in grocery purchases and repurchases, which can be extended to other purchases. Originality/value: The article offers a new perspective on establishing VAIs as strategically important market-facing devices by examining consumer relationships with VAIs and offering valuable insights on how consumer emotional attachment with VAIs results in satisfaction and intention to repurchase using VAIs. © 2021, Emerald Publishing Limited.
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40.
  • Skålén, Per, 1972-, et al. (författare)
  • Firm-brand community value co-creation as alignment of practices
  • 2015
  • Ingår i: European Journal of Marketing. - 0309-0566 .- 1758-7123. ; 49:3-4, s. 596-620
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose - The purpose of this paper is to contribute knowledge regarding the nature of successful and unsuccessful value co-creation processes between firms and brand communities and the strategies used to address the latter. Design/methodology/approach - The paper draws on a netnographic study of the online collaborative platform known as Alfisti. com, which carmaker Alfa Romeo launched to enhance co-creation with its most devoted consumers, the "Alfisti". Findings - The findings identify three groups of collaborative practices: interacting, identity and organizing practices. The paper details how firm and brand community members enact the elements procedures, understandings and engagements - of collaborative practices and how the alignment of these enactments impacts value co-creation. Research limitations/implications - The paper suggests that co-creation of value succeeds when the enactment of collaborative practices aligns, i.e. when firm and brand community members enact practices in a similar way, and that co-creation fails when the enactment of practices misaligns. Firms and brand communities use three realignment strategies - compliance, interpretation and orientation to address the misalignment and failure of co-creation. The fact that the research draws on a single qualitative case study is a limitation. Practical implications - Managerial implications include using realignment strategies to manage firm-brand community co-creation. Originality/value - Creating an empirical-based framework regarding successful and failing co-creation and how the latter is addressed in the context of brand community makes the paper original.
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41.
  • Snyder, H., et al. (författare)
  • The influence of place on health-care customer creativity
  • 2019
  • Ingår i: European Journal of Marketing. - : Emerald Group Publishing Ltd.. - 0309-0566 .- 1758-7123. ; 53:7, s. 1400-1422
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose: When using a service, customers often develop their own solutions by integrating resources to solve problems and co-create value. Drawing on innovation and creativity literature, this paper aims to investigate the influence of place (the service setting and the customer setting) on customer creativity in a health-care context. Design/methodology/approach: In a field study using customer diaries, 200 ideas from orthopedic surgery patients were collected and evaluated by an expert panel using the consensual assessment technique (CAT). Findings: Results suggest that place influences customer creativity. In the customer setting, customers generate novel ideas that may improve their clinical health. In the service setting, customers generate ideas that may improve the user value of the service and enhance the customer experience. Customer creativity is influenced by the role the customer adopts in a specific place. In the customer setting customers were more likely to develop ideas involving active customer roles. Interestingly, while health-care customers provided ideas in both settings, contrary to expectation, ideas scored higher on user value in the service setting than in the customer setting. Research limitations/implications: This study shows that customer creativity differs in terms of originality, user value and clinical value depending on the place (service setting or customer setting), albeit in one country in a standardized care process. Practical implications: The present research puts customer creativity in relation to health-care practices building on an active patient role, suggesting that patients can contribute to the further development of health-care services. Originality/value: As the first field study to test the influence of place on customer creativity, this research makes a novel contribution to the growing body of work in customer creativity, showing that different places are more/less favorable for different dimensions of creativity. It also relates customer creativity to health-care practices and highlights that patients are an untapped source of creativity with first-hand knowledge and insights, importantly demonstrating how customers can contribute to the further development of health-care services.
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42.
  • Svensson, Göran, 1961-, et al. (författare)
  • Research Designs and Scientific Identity in Marketing Journals : Review and Evaluation
  • 2007
  • Ingår i: European Journal of Marketing. - Bingley, United Kingdom : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 41:5/6, s. 419-438
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose – This research is based upon the assumption that the empirical research designs and the scientific identity of a journal are related. The objective is to review and evaluate the empirical research design of papers to determine the scientific identity of a selection of academic marketing journals.Design/methodology/approach – The journal sample consists of the Australasian Marketing Journal (AMJ), the European Journal of Marketing (EJM) and the Journal of Marketing (JM). The review and evaluation considers a six‐year period, namely 2000‐2005. The content analysis consisted of 811 papers.Findings – The scientific identity of JM may be seen as built upon quantitative research designs and the North American paradigm of research values. The scientific identity of AMJ is based upon a mix of empirical research designs and the Australian paradigm of research values. The scientific identity of EJM is also based upon a mix of empirical research designs, but a multi‐continental paradigm of research values.Research limitations/implications – The leading continental journals in marketing maintain a scientific identity based upon the continental paradigm of research values. If it is driven to the extremes, a paradigmatic myopia and inertia of research designs may evolve that limit the scientific identity to be dogmatic and narrow‐focused rather than variable and broad‐focused.Originality/value – A cross‐continental review and evaluation of research designs and scientific identity of academic marketing journals is presented.
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43.
  • Svensson, Göran, 1961- (författare)
  • SSCI and Its Impact Factors : a “prisoner's dilemma”?
  • 2010
  • Ingår i: European Journal of Marketing. - Bingley, UK : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 44:1-2, s. 23-33
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose: This paper aims to describe and debate a series of concerns that may affect, influence or manipulate the "Social Science Citation Index" (SSCI) and its impact factors. Design/methodology/approach: A conceptual discussion of the SSCI and its impact factors are provided. Findings: A series of concerns and potential biases of the SSCI and its impact factors are identified. These question the reliability of the SSCI and impact factors for identifying as tools the "best" journals in the marketing field. Research limitations/implications: The SSCI and its impact factors may cause both "win-win" and "win-lose" situations in and between stakeholders of the scholarly communities of the marketing discipline worldwide. The question is raised whether there may be a situation of the "prisoner's dilemma". Practical implications: The SSCI and its impact factors are gaining terrain and acknowledgement in scholarly marketing communities worldwide. This raises the crucial question of whether or not the SSCI and its impact factors will benefit the scholarly communities of the marketing discipline worldwide in the long-term perspective. Originality/value: A principal argument brought up for further debate is how the increasing acknowledgement and applications of the SSCI and its impact factors may influence the marketing discipline and its scholarly communities worldwide as a whole. Another principal argument brought up for further debate is that the current algorithm that underpins the impact factors of the SSCI may be affected, influenced (and at worst manipulated) in the self-interest of the journal publishers, the editors and the editorial boards. Authors may also feel the pressure to match perceived expectations and potential requirements in their own self-interest. © Emerald Group Publishing Limited.
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44.
  • Svensson, Göran, 1961- (författare)
  • The paradoxnoia of top journal(s) of top in marketing
  • 2006
  • Ingår i: European Journal of Marketing. - Yorks, UK : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 40:11-12, s. 1153-1168
  • Tidskriftsartikel (övrigt vetenskapligt/konstnärligt)abstract
    • Purpose: The objective of this paper is to explore the dominating approaches that appear in top marketing journals.Design/methodology/approach: This research is restricted to the exploration of one top journal in marketing. The journal title is kept anonymous as the topic goes beyond the targeted journal and aspires to be of interest to the marketing discipline and its research community. A triangular approach was used, which was divided into two parts.Findings: Part one - the exploration of the editorial descriptions of selected top marketing journals shows that they tend to describe their published articles according to some key features.Part two - the content analysis of 151 articles generated an extremely skewed outcome. It appears to be almost a pre-requisite to have applied quantitative approaches in order to make it successfully through the blind review process and get published in the targeted journal.Research limitations/implications: This research is limited to explore one of the top marketing journals. The journal is kept anonymous as the idea is not to question or hang out a specific journal, but rather to stimulate the debate of current approaches published in the top marketing journals. Practical implications: The exploration of the top marketing journal shows a stereotype and myopic view of what is classified as "high quality" or "appropriate" research approaches. The editors and the editorial boards should let paradigmatic and dogmatic research myopia stand back in favour of broadminded and challenging research efforts. They should strive to avoid traditionalism and blinkers.Originality/value: An increased trust and acceptability of other approaches than quantitative ones in top marketing journals would be desirable. A humble request would be to give other approaches a fair chance to get into the arena of top marketing journals. The paper contends that there may be a fatal "paradoxnoia" of top journal(s) in marketing - a "paradoxnoia" of approaches that may harm and undermine the respectability of the marketing discipline and its research community. © Emerald Group Publishing Limited.
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45.
  • Svensson, Göran (författare)
  • The spherical marketing concept : a revitalization of the marketing concept
  • 2005
  • Ingår i: European Journal of Marketing. - Bingley : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 39:1-2, s. 5-15
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose:In the marketing literature it is often argued that corporations should pay attention to the needs and wants not only of their own customers, but also to those of their customers' customers. This is often referred to as "the marketing concept". The objective is to revitalize the marketing concept beyond the traditional levels of manufacturers, suppliers, wholesalers, retailers, customers and consumers in marketing channels. Design/methodology/approach: Conceptual discussion and approach are undertaken.Findings: The term "spherical marketing concept" is coined. This term connects the distinct upstream and downstream levels of marketing channels, as well as reconnecting their indistinct subsequent and preceding levels.Research limitations/implications:The dilemma with the common use of the marketing concept in the literature is that it fails to acknowledge the simultaneous connection of the components and interfaces between the upstream and downstream distinct levels from the start to the end of the marketing channels with the reconnection of the components and interfaces from the subsequent and preceding indistinct levels of the marketing channels. Further research efforts should be dedicated to bridge the start and end of distinct levels of marketing channels by way of the indistinct preceding and subsequent ones. Economic, social and ecological factors should be included.Practical implications:It is not enough simply to match the supply and demand between the start and the end of marketing channels-a revitalization of the boundaries of the marketing concept towards a total circulation approach is necessary. Best practice tends to be more and more aware and skilful in this respect.Originality/value:The spherical marketing concept contributes to pin-point the importance of the seamlessness, sustainability and total circulation of components and interfaces in marketing channels. It also contributes to place current theories and practices in perspective for the future.
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46.
  • Svensson, Göran, et al. (författare)
  • Top versus Leading Journals in Marketing : Some Challenging Thoughts
  • 2008
  • Ingår i: European Journal of Marketing. - Bingley : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 42:3/4, s. 287-298
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose – The objective of this paper is to discuss some criteria in order to distinguish between top versus leading journals in marketing. The aim is to stimulate the debate of the adequacy of those issues that dominate in the top marketing journals.Design/methodology/approach – The authors discuss three groups of criteria, namely journal, article, and research. Each is discussed based on a set of dimensions: journal criteria – the editor, the editorial board, the editorial objective and the author affiliations; article criteria – research implication, practice implication, readability and originality; and research criteria – process, paradigm, representation, readership and contribution.Findings – While the top journals in marketing are named, the analysis is meant to be of a more general nature rather than to question or lambaste a specific journal.Research limitations/implications – There is an underlying quest for identifying and verifying the top academic journals in different research disciplines. As an extension to the discussion of top versus non-top journals, the authors raise another crucial issue, namely criteria to differentiate between top and leading journals in marketing.Practical implications – These criteria are based on the authors' examination of the editorial descriptions and overall contents of six top journals in marketing. The criteria are also derived from a review of the literature on academic journals and academic publishing.Originality/value – The discussion may stimulate and widen debate with respect to what constitutes a leading academic journal in marketing. The suggested list of criteria should be seen as a trigger for further discussion. It does not aspire to be complete, but a complement to the ongoing discussion of academic journals and academic publishing in marketing.
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47.
  • Swahn, Johan, 1979-, et al. (författare)
  • Sensory description labels for food affect consumer product choice
  • 2012
  • Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 46:11/12, s. 1628-1646
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose - This observational study set out to investigate the effect of sensory description labels on consumer choice of apples in a grocery retail store.Design/methodology/approach - An independent observation study was conducted in a retail grocery store setting. A total of 1623 consumers were observed over a four day period in four different sessions, each using three apple varieties (JONAGOLD, INGRID MARIE, and ELISE). Marketing strategies differed between the sessions as follows: (1) sort name labelling only, (2) sort name and sensory description labelling, (3) sort name and sensory semantic description labelling, and (4) sort name labelling and allowing consumers to taste the apples before choosing.Findings - Consumer product choice was affected by the sensory description labels. When only the sort name was given on the label, the consumers tended to choose INGRID MARIE, which has a strong sort name. With the addition of sensory description labels, the consumer choice shifted to ELISE, which had been chosen with a low frequency when only sort name was given, but was chosen with a high frequency when sensory description labelling was used.Research limitations/implications - The study was limited to red apples and one national market.Practical implications - Practitioners, managers, and marketers may benefit from using proper sensory labelling as a marketing tool for various food products, such as a apples, in a grocery retail store.Originality/value - This study shows the importance and value of sensory description label marketing for food products in grocery retail stores. Little attention has previously been paid to the research area within sensory marketing communication concerning the interplay of sensory perception of food and the formulation of marketing labels, or taste marketing. This paper also addresses the possible interaction between the disciplines of sensory and marketing science
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48.
  • Söderlund, Magnus, et al. (författare)
  • Service encounters with virtual agents: an examination of perceived humanness as a source of customer satisfaction
  • 2021
  • Ingår i: European Journal of Marketing. - : Emerald. - 1758-7123 .- 0309-0566. ; 55:13, s. 94-121
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose. Firms have begun to introduce virtual agents (VAs) in service encounters, both in online and offline environments. Such VAs typically resemble human frontline employees in several ways (e.g. the VAs may have a gender and a name), which indicates the presence of an assumption by VA designers - and by firms that employ them - that VA humanness is a positively charged characteristic. This study aims to address this assumption by examining antecedents to perceived humanness in terms of attribution of agency, emotionality and morality, and the impact of perceived humanness on customer satisfaction.Design/methodology/approachA questionnaire was distributed online to participants who had been interacting with existing VAs, and they were asked to focus on one of them for this study. The questionnaire comprised measures of antecedents to perceived humanness of VAs, perceived humanness per se and customer satisfaction. A structural equation modeling approach was used to assess associations between the variables.FindingsAttributions of agency, emotionality and morality to VAs contributed positively to the perceived humanness of the VAs, and perceived humanness was positively associated with customer satisfaction.Research limitations/implicationsAdditional humanness capabilities should be explored in further research.Practical implicationsFirms using VAs in service encounters should make attempts to maximize perceived VA humanness, and this study shows that it may be beneficial if such attempts comprise signals that VAs have agency, emotionality and morality.Originality/valueBy examining VAs in terms of a set of fundamental human capabilities, the present study contributes to existing research on human-VA service encounters, which to date has focused on more superficial VA characteristics (such as if the VA has a face and gender).
  •  
49.
  • Tronvoll, Bård, 1964- (författare)
  • A Dynamic Model of Customer Complaining Behaviour from the Perspective of Service-Dominant Logic
  • 2012
  • Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 46:1/2, s. 284-305
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose - The purpose of this paper is to propose a conceptual model of customer complaining behaviour as a dynamic process in accordance with the service-dominant logic perspective of marketing.Design/methodology/approach - The study reviews the common behaviour models of customer complaints and relates this to the service-dominant logic perspective in order to develop and describe a dynamic conceptual model of customer complaining behaviour.Findings - The proposed model posits three categories of complaining behaviour due to a customer’s unfavourable service experience: (i) no complaining response, (ii) communication complaining responses and (iii) action complaining responses.Research limitations/implications - Empirical validation of the proposed conceptual model is needed.Practical implications - The proposed model can be used by managers to understand the various behaviour responses of customer complaints that the company experiences. In addition, the model assists in framing appropriate managerial responses, including service recovery and improved service design.Originality/value - The study represents a thorough conceptual examination of the complaint process and proposes a dynamic model of customer complaining behaviour based on the service-dominant logic perspective.
  •  
50.
  • Uggla, Henrik (författare)
  • The corporate brand association base - A conceptual model for the creation of inclusive brand architecture
  • 2006
  • Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 40:08-jul, s. 785-802
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose - The purpose of this paper is to analyze and discuss the strategic positioning of associations that can be established between a corporate brand and entities in its surrounding network such as brands, product categories, persons, places and institutions. Design/methodology/approach - A semiotic approach is used to describe image transfer processes between the corporate brand and other entities. The paper provides a structure to leverage the corporate brand in different product market contexts. Findings - The paper offers the corponate brand association base model as a conceptual framework for brand-to-brand collaboration. The model structures how a corporate brand can develop more expansive brand architecture through transfer of image from sources of brand equity in the internal brand hierarchy and surrounding brand network. Practical implications - A useful source for brand managers in the process of co-positioning corporate brands and assessing risks, in relation to brands, product categories, persons and institutions. The framework will make it easier for brand managers to design strategic brand alliances. Originality/value - The value of this study is that it has presented a model that adds depth and texture to the current academic discussion of corporate brand capitalization, by introducing a balance between in-house leverage and external leverage of the corporate brand.
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