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Article
Publication date: 16 March 2020

Aliosha Alexandrov and Birgit Leisen Pollack

Despite the common understanding of what interestingness is, few people can explain what makes something interesting. The purpose of this paper is to explore the…

Abstract

Purpose

Despite the common understanding of what interestingness is, few people can explain what makes something interesting. The purpose of this paper is to explore the theoretical foundation of interestingness and test if it has merit in the branding context. It aims to help practitioners understand how to make a brand interesting and what outcomes to expect from it.

Design/methodology/approach

Three preliminary studies (Studies 1, 2 and 3) provide proof of concept. Study 4 tests the antecedences and outcomes of brand interestingness (BI) across 66 brands by accounting for individual and brand variations. Study 5 examines the moderating effects of brand use and brand familiarity on BI and its outcomes.

Findings

A broad literature review reveals that interestingness is an emotion and is, therefore, an affective state. The findings from two exploratory studies show that customers naturally associate interestingness with specific brands and interesting brands are associated with novelty. Study 3 demonstrates that from all affective states arising from the evaluation of a brand (i.e. easiness, pleasantness, interestingness, challenge and difficulty), BI has the highest effect on purchase intention (PI). Study 4 demonstrates that the antecedents of BI are the novelty associated with the symbolic and functional aspects of a brand, and also the ability to cope with those novelty components. Two positive outcomes of BI are PI and word of mouth (WOM). Study 5 demonstrates that brand familiarity and brand use moderate the effect of BI on purchase intent and WOM. The research concludes with an operational definition of the BI concept and future research suggestions.

Originality/value

The research introduces the interesting concept in the brand context. Based on a broad literature review and several studies, it identifies the antecedents and outcomes of BI. It helps practitioners understand how they can increase the interestingness of brands and what outcomes to expect.

Details

Journal of Consumer Marketing, vol. 37 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

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Article
Publication date: 4 November 2013

Vivek Nagarajan, Katrina Savitskie, Sampathkumar Ranganathan, Sandipan Sen and Aliosha Alexandrov

The purpose of this paper is to investigate the relationship between environmental uncertainty, information quality, and proactive logistics practices on supply chain…

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1480

Abstract

Purpose

The purpose of this paper is to investigate the relationship between environmental uncertainty, information quality, and proactive logistics practices on supply chain flexibility.

Design/methodology/approach

A survey of 75 Indian small-scale manufacturers in Coimbatore (Southern India) was conducted.

Findings

India, which is a thriving emerging economy, is an ideal location for this study. Results indicate that if managers wish to ensure improved supply chain flexibility, firms must work to improve information quality.

Research limitations/implications

The small sample size is a limitation of the study, so too is the narrow sector targeted (small-scale manufacturing).

Practical implications

The results reinforce the fact that supply chain management has many elements that can impact a manufacturing firm's responsiveness, which is especially true in an emerging market like India.

Originality/value

The paper is one of the first to survey small-scale manufacturing executives regarding their acceptance of and use of supply chain concepts under environmental uncertainty.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 25 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 24 May 2013

Birgit Leisen Pollack and Aliosha Alexandrov

The purpose of this study is twofold. First, it aims to provide a review of the Net Promoter© Index (NPI), the evidence of its ability to predict financial performance…

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1566

Abstract

Purpose

The purpose of this study is twofold. First, it aims to provide a review of the Net Promoter© Index (NPI), the evidence of its ability to predict financial performance, and the evidence of its superiority to other voice of customer metrics. Second, it seeks to investigate the nomological validity of the Net Promoter question. It aims to view the NP question as an alternative to the traditional word-of-mouth measure, which is one of the components of customer loyalty. The nomological validity of NP was evaluated in a model including customer satisfaction as an antecedent and repurchase intention as a consequence.

Design/methodology/approach

The data for empirically addressing a set of hypotheses related to the nomological validity were collected via self-administered questionnaire. A total of 159 participants completed questions for banking services, 153 individuals completed questions for hairdresser/barber services, and 132 completed questions for cell phone services. The hypotheses were tested using partial least square analysis.

Findings

The results provide evidence for the nomological validity of the NPI question; albeit, the traditional word-of-mouth measure seems to perform equally as well or even better.

Practical implications

A set of pros and cons related to NPI are developed. The paper recommends including the NPI in a portfolio of voice of customer metrics but not as a standalone diagnostic tool. Further, given the present state of evidence, it cannot be recommended to use the NPI as a predictor of growth nor financial performance.

Originality/value

The paper provides further insights into the validity of the Net Promoter Index as a measure of customer loyalty.

Details

Journal of Services Marketing, vol. 27 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

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