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Article
Publication date: 6 February 2019

Mauricio Palmeira, Jing Lei and Ana Valenzuela

Companies often extend brands to higher or lower quality tiers to access different market segments. However, the impact of such extensions on the brand and its subsequent…

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Abstract

Purpose

Companies often extend brands to higher or lower quality tiers to access different market segments. However, the impact of such extensions on the brand and its subsequent offerings is not yet conclusive. While some studies found an “averaging” pattern (all models contribute equally to the overall perception of the brand: a symmetric effect), others found a “best-of-brand” pattern (the positive impact of an upstream extension is much greater than the negative impact of a downstream extension: an asymmetric effect). This paper aims to reconcile these seemingly conflicting findings by assessing the conditions under which each pattern is likely to emerge.

Design/methodology/approach

Three experimental studies are presented to test the conditions under which a symmetric or asymmetric pattern of brand evaluation would merge. Study 1 examined the impact of judgment focus (quality vs expertise) on the pattern of brand evaluations. Study 2 tested the impact of having a comparative set on the assessment of specific brand dimensions. Study 3 examined the impact of the informativeness of price positioning on product quality expectations.

Findings

Brand evaluations and attitudes are determined by the presence of a comparative brand and judgment focus. When brands are evaluated without a comparison, a symmetric pattern emerges, as a low-tier extension hurts a brand as much as a high-tier extension helps it. In contrast, when brands are evaluated with a comparison, focusing the assessment on quality leads to a symmetric pattern, while focusing it on expertise leads to an asymmetric one.

Research limitations/implications

The present research specifies conditions under which a low-tier model may hurt brand perceptions. We used hypothetical brands to avoid the impact of preexisting attitudes. While we expect our results to generalize to real brands, this may be considered a limitation of the present research.

Practical implications

The current research delineates the circumstances under which vertical line extensions have positive, neutral or negative impact on brand perceptions and future product expectations. We introduce the presence of a comparison set as a key variable and show how it interacts with assessment focus to affect brand evaluations. When thinking about the impact of extensions on brand perceptions, marketers need to consider which assessment focus is likely to be triggered by environmental cues and whether comparisons are salient.

Originality/value

Brand extension is an important area of investigation as evidenced by the vast literature dedicated to the subject. The present paper advances knowledge in this area by identifying key factors affecting the impact of vertical extensions on brand perceptions.

Details

European Journal of Marketing, vol. 53 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 December 2004

Nora Lado, Ester Martínez‐Ros and Ana Valenzuela

This study develops a model that explains export sales volume by destination based on a company's export marketing strategy. A seemingly unrelated regression model (SURE…

7128

Abstract

This study develops a model that explains export sales volume by destination based on a company's export marketing strategy. A seemingly unrelated regression model (SURE) simultaneously estimates the explanatory value of the different elements of the marketing strategy, as well as company characteristics, such as experience, size and motivation to export, on entry decisions to six different regional markets made by exporting companies in a southern European country. The data were collected from a sample size of 2,264 exporting companies. Findings confirm the importance of exporting experience and proactiveness in determining high export sales volumes in every regional market except for those psychologically close. Nevertheless, different marketing strategies depending on the region lead to high export sales volumes. For example, low price strategies in the case of Latin America or differentiation strategies based on the augmented product in the case of the USA generate high export sales. Promotional expenditures are of higher importance for distant markets, but for closer markets channel development is the key.

Details

International Marketing Review, vol. 21 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Book part
Publication date: 2 September 2014

Abstract

Details

Shopper Marketing and the Role of In-Store Marketing
Type: Book
ISBN: 978-1-78441-001-8

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-726-1

Book part
Publication date: 31 March 2015

Glenda M. Flores and Pierrette Hondagneu-Sotelo

This chapter explains why college-educated Latinas, the daughters of working-class Latino immigrant parents, are disproportionately entering the teaching profession in the…

Abstract

Purpose

This chapter explains why college-educated Latinas, the daughters of working-class Latino immigrant parents, are disproportionately entering the teaching profession in the United States.

Methodology/approach

This qualitative study relies on secondary statistical data, an analysis of regional trends and 40 in-depth face-to-face interviews with Latina teachers that work in Southern California elementary schools.

Findings

Teaching has traditionally been a white woman’s occupation, but it is now the number one career drawing college-educated Latina women, who are entering the teaching profession at greater rates than African Americans or Asian Americans. Current scholarship posits that teaching is a career that resonates with Latina women’s racial-ethnic solidarity and feminine sense of duty to help others. In this chapter, we show how class background is also a key in understanding why the teaching profession has emerged as the top occupational niche for college-educated Latina women. While racial uplift, gender ideals, and family socialization help explain why college-educated Latinas are going into teaching, we add an emphasis on socio-economic class, demographic and structural context, and collectively informed agency.

Research limitations/implications

This study sheds light on the factors that shape upward mobility and career outcomes in white-collar jobs for minority students and second generation Latinas, the children of immigrants.

Originality/value

This chapter offers a sociological analysis that suggests Latina teachers navigate their educational and career choices with collective-informed agency and strong obligations to family members. To best understand why Latina/Chicana college graduates are increasingly concentrated in the teaching profession, we advocate an intersectionalities approach that takes class seriously.

Details

Immigration and Work
Type: Book
ISBN: 978-1-78441-632-4

Keywords

Book part
Publication date: 6 December 2004

Katie Van Sluys

It was a typical Wednesday in Room 4. Wednesday mornings meant time for Invitations. A time cherished and enjoyed by the intermediate students in Ruth’s elementary…

Abstract

It was a typical Wednesday in Room 4. Wednesday mornings meant time for Invitations. A time cherished and enjoyed by the intermediate students in Ruth’s elementary classroom. Invitations were a time for small groups of students to work together across disciplines on self-selected topics offered by the teacher but grown from student interests. On a weekly basis students signed up for Invitations – sometimes sticking with a topic for several weeks and sometimes attending to a new topic each week. Topics ranged anywhere from using technology, taking apart CD players to discover how they work, exploring media coverage of current events, debating social issues, dissecting plants, to making maps. Students then worked cooperatively in student-facilitated groups to use multiple ways of knowing, and available resources and materials to ask important questions, to investigate issues of significance, to pursue possibilities, and to inquire with others.

Details

Ethnographies of Educational and Cultural Conflicts: Strategies and Resolutions
Type: Book
ISBN: 978-1-84950-275-7

Book part
Publication date: 22 December 2017

Carrie James and Ashley Lee

Digital and social media have arguably altered the civic landscape, creating not only opportunities for civic voice and engagement but also distinct challenges. How do…

Abstract

Digital and social media have arguably altered the civic landscape, creating not only opportunities for civic voice and engagement but also distinct challenges. How do youth who are civically active think about activism and their own civic activities in this landscape? How does their sense of themselves as civic actors – the strength and salience of their civic identities – shape decisions to “speak up” online? In this chapter, we draw on data from interviews with civically active youth to explore connections between their civic identities and uptake of opportunities for voice online. Drawing on data from a follow-up study conducted two years after initial interviews, we also examine reported changes in online expression over time. We find that many – though not all – youth in our study appear to have strong civic identities, as indicated by their self-identification as “activists” and the centrality of voice to their conceptions of activism. We also observe connections between activist identification and online civic expression over time. Youths’ narratives about what informs their online voice decisions further suggest the relevance of forces that have influenced persistence in civic participation (such as life transitions, work, and family demands) in addition to pressures unique to the digital context (including online conflict and surveillance). This qualitative study suggests that strong civic identities may support uptake of, and persistence with, online civic expression and tolerance of related challenges. In the discussion, we consider implications for youth civic development and for the vitality and diversity of the digital civic sphere.

Details

Social Movements and Media
Type: Book
ISBN: 978-1-78743-098-3

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Article
Publication date: 20 July 2022

Ana Brochado, José Manuel Cristóvão Veríssimo and João Carlos Lopes de Oliveira

This study aims to explore demographic market segments’ effect on the relationships between memorable tourism experiences (MTEs), perceived value dimensions and tourists…

Abstract

Purpose

This study aims to explore demographic market segments’ effect on the relationships between memorable tourism experiences (MTEs), perceived value dimensions and tourists’ behavioral intentions.

Design/methodology/approach

The data were collected with an online survey that gathered information on MTEs, economic value, quality value, emotional value, social value and intentions to recommend and revisit. Based on a sample of 1,003 Portuguese tourists, the research model was estimated using partial least squares path modeling.

Findings

The results reveal that MTEs have a positive impact on all four perceived value dimensions. Emotional and social value have a positive effect on recommendation intentions. Tourists from different demographic segments exhibit heterogeneous patterns regarding perceived value dimensions’ influence on these individuals’ behavioral intentions. Emotional value has the strongest impact for females, but males are influenced more by social value. Economic value significantly contributes to younger tourists’ recommendation intention, while quality value has the same effect on the 36–45 age group.

Originality/value

This study extended the existing knowledge by confirming heterogeneity among different tourist segments defined by age and gender regarding the relationships between MTEs, perceived value dimensions and behavioral intentions.

目的

本研究旨在探讨人口统计细分市场对难忘旅游体验 (MTE)、感知价值维度和游客行为意愿之间关系的影响。

设计

数据通过在线调查收集。该调查收集了有关 MTE、经济价值、质量价值、情感价值、社会价值以及推荐和重访意愿的信息。研究模型根据 1,003 名葡萄牙游客的样本使用偏最小二乘路径模型进行分析验证。

结果

分析结果表明, MTE 对所有四个感知价值维度都有积极影响。情感价值和社会价值对推荐意愿有正向影响。在游客的感知价值维度对他们行为意愿的影响方面, 不同人口统计背景的群体表现出不同的模式。情感价值对女性的行为意愿影响最大, 而社会价值对男性行为意愿影响最大。对于年轻群体, 经济价值影响其推荐意愿, 而对于 36–45 年龄组的群体, 则是质量价值影响其推荐意愿。

原创性

本研究证明按年龄和性别定义的不同旅游群体对于 MTE、感知价值维度和行为意愿之间关系的异质性, 从而扩展了现有文献。

Propósito

Este estudio buscó explorar el efecto de los segmentos demográficos en la relación entre las experiencias turísticas memorables (MTE, por sus siglas en inglés memorable tourism experiences), las dimensiones del valor percibido y las intenciones de comportamiento de los turistas.

Diseño

Los datos se recogieron mediante una encuesta online que recopiló información sobre MTEs, valor económico, valor de calidad, valor emocional, valor social, intención de recomendar y de revisita. El modelo de investigación se estimó en base a una muestra de 1.003 turistas portugueses aplicando la metodología de mínimos cuadrados parciales (PLS).

Resultados

Los resultados revelan que las MTE tienen un impacto positivo en las cuatro dimensiones del valor percibido. El valor emocional y social tiene un efecto positivo en las intenciones de recomendación. Los turistas de diferentes segmentos demográficos exhiben patrones heterogéneos en cuanto a la influencia de las dimensiones del valor percibido en las intenciones de comportamiento. El valor emocional tiene el impacto más fuerte para las mujeres y el valor social para los hombres. El valor económico es relevante para explicar las intenciones de recomendación para el grupo más joven y el valor de calidad para el grupo de edad de 36 a 45 años.

Originalidad

Este estudio amplía el conocimiento existente al confirmar la heterogeneidad entre los diferentes segmentos turísticos definidos por edad y género con respecto a las relaciones entre los MTE, las dimensiones del valor percibido y las intenciones de comportamiento.

Abstract

Details

Schooling and Social Capital in Diverse Cultures
Type: Book
ISBN: 978-1-84950-885-8

Article
Publication date: 1 March 2022

Shuyang Li, Jorge Tiago Martins, Ana Cristina Vasconcelos and Guochao Peng

This study aims to illuminate the currently poorly understood inflow of knowledge originating from project managers across the value chain of construction projects. The…

Abstract

Purpose

This study aims to illuminate the currently poorly understood inflow of knowledge originating from project managers across the value chain of construction projects. The primary purpose is to identify the domains of knowledge that project managers’ need to share in their management activities, the skills they need to develop in their sharing practices and how these relate to each other across different phases of a construction project.

Design/methodology/approach

Knowledge domains, skills and the relationships between them were identified following an inductive methodology, a combination of grounded theory and case study, and through the analysis of semi-structured interviews with 21 project managers and participants within a single construction project.

Findings

The outcome is a novel framework that theorizes the dynamic interplay between knowledge domains and the skills that facilitate knowledge sharing (KS) for successful project work throughout the construction project.

Originality/value

The combined effects of task heterogeneity, knowledge interdependencies and temporariness require paying increased attention to how knowledge domains and KS skills impact project performance. This paper addresses gaps in developing an integrative understanding of the nature of the domains of knowledge that need to be shared in a project context, the key skills contributing to KS and more importantly, how they evolve and are interpreted and reinterpreted throughout the project and assist KS practice in projects.

Details

Journal of Knowledge Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1367-3270

Keywords

1 – 10 of 35