Search results

Previous research in the context of feature fit has examined the effects of congruence (i.e. more specifically, the extent to which a new feature and the product are similar in the hedonic-utilitarian benefits they provide to consumers). The purpose of this paper is to examine a second dimension of feature fit: complementarity (i.e. the extent to which a new feature is related and contributing to the main functionality of the product).

The role of feature fit is examined in two experimental studies (n=593) in the context of feature additions, and also for feature deletions.

The results showed that complementarity adds value to a product as an additional dimension of feature fit beyond congruence, complementarity matters more for a hedonic than for a utilitarian product, and complementarity can compensate for lack of congruence.

For a product developer, adding new features to a product offers an array of choices in terms of what feature(s) to include. Although having a large pool of potential features to choose from is attractive it can also prove problematic, as products may become overly complex and features do not fit well together. The results demonstrate the importance of both congruence and complementarity as predictors of feature fit when features are added to or deleted from products.

This research studies what full channel integration means for customers, how channels should be combined so that this integration is perceived by customers and whether a retailer under study can act on the same channel attributes regardless of the type of customer.

The research design uses an online survey of a full sample of 1,015 multichannel buyers, extracted from the behavioral databases of a French specialized retailer. This full sample is segmented into four sub-samples. The data are treated with backward multiple linear regressions.

Based on research in marketing and psychology, this study conceptually demonstrates that integrated interactions perceived by consumers are the outcome of a judgment of congruence that seek to build relationships between them in order to combine them better. Testing three hypotheses, the empirical study shows that channel integration is a psychological process: cumulative (individuals incorporate the information provided by the different channels rather than comparing them), selective (customers never take into account all the attributes of the channels) and subjective (the channel image attributes taken into account differ in number and quality from one type of customer to another).

Contrary to what the literature assumes, without ever demonstrating it, full integration does not imply that the retailer in question homogenizes or even matches up all the attributes of its channels. The retailer is thus able to act on attributes that promote this integration, while being relatively free to cultivate the incongruence of other attributes more likely to smoothly guide customers to a particular channel – in other words, a path midway between cross-channel and omnichannel.

The complementarity factor stipulates that a sponsorship leveraging strategy can lead to suboptimal consumer responses unless advertising complements, rather than reinforces, the nature of the event-sponsor relationship. Study 1 showed that the best strategy when the sponsor is an official product provider for the event is to leverage the sponsorship through advertisements that emphasise its overall image and value as opposed to its products. However, the reverse is true when the sponsor is an official event partner, where a product-oriented sponsorship leveraging yields the best outcomes. Study 2 replicated the complementarity factor effect using a different event and different set of stimulus brands. It showed that consumer attributions, with respect to the sponsor's motivations, are the key mediating psychological mechanism.

We explore the effects of three categories of fit on US‐China joint‐venture performance using four performance measures. Many studies prescribe strong fit across multiple categories as necessary for high performance, but little rigorous analysis supports this. Three important threads of existing “fit” research resonate in the literature: strategic, cultural and organizational fit. We analyze an original survey dataset of over 80 US‐China JVs, and test for effects of fit‐categories using two measures for each thread. Additionally, multiple control factors give a compelling look at a complete model of fit’s effects on JV performance. Objective congruence (strategic fit) among JV partner‐firms, impacts two performance‐measures. Efficacy of managerial communications (cultural fit) also matters, as does harmony regarding hiring decisions (organizational fit). Our findings are a step forward empirically, and partly resolve persistent questions about partner‐fit in JVs and performance.

Purpose – This chapter presents a social emotions-based analysis of justice dynamics, emphasizing the important influence of social emotions (e.g., envy, empathy, schadenfreude, and vicarious joy) on justice judgments and reactions. The chapter also identifies a dimension for organizing social emotions, based on the degree of congruence they reflect between self and other. Congruent social emotions align the individual experiencing the emotion with the individual who is the target of their emotion, thus leading individuals to reason about and perceive justice in ways that are aligned with the target. Conversely, incongruent social emotions create misalignment and lead to justice perceptions that are misaligned and oppositional with regard to the target.

Methodology/approach – The chapter is informed by research suggesting that justice judgments are subjective. We consider the perspective of each of the key parties to justice (i.e., decision makers, justice recipients, and third parties) to evaluate the effect of (in)congruent social emotions on justice.

Findings – The core argument advanced in the chapter is that the (in)congruence of parties’ social emotions shape whether people evaluate the outcomes, procedures, and treatment encountered by a target as being fair. Fairness judgments, in turn, shape parties’ actions and reactions.

Originality/value – The chapter is the first to offer a framework integrating research on organizational justice with research on social emotions, arguing that social emotions strike at the very foundation of justice dynamics in groups and teams. In addition, the congruence dimension described in the chapter offers a novel and potentially important way of thinking about social emotions.

The purpose of this paper is to assess whether the image of a retailer – beyond the distinct contributions of the website and the stores ‐ is improved by the perceived congruence of its channels, and for what types of customers.

An online survey was conducted on 1,478 customers taken from the behavioural databases of a major French multichannel retailer. Structural modelling and one‐way ANOVA were used to test the working hypotheses.

Congruent channels improve retailer image even when these channels have a less good image. However, channel congruence cannot be elevated to a universal guiding principle as it only affects multichannel and online buyers, with no detrimental impact on retailer image.

The study is mainly limited by the type of retailer studied, and the choice of an online questionnaire, limiting the representativeness of the offline purchasers.

In order to improve its image, a multichannel retailer must seek maximum congruence of its website and stores. Congruent channels lead to benefits for the retailer even when they are poorly valued by consumers.

Despite a broad theoretical consensus, this is the first study to demonstrate empirically that website and store congruence improves retailer image, and not only online purchase intentions. It is also one of the first published researches that uses congruence as a mediating variable.

Drawing on complementarity theory, this paper aims to examine the type and effect of interdependencies/interaction (i.e. complementarity or substitutability) between the supply chain capabilities of agility, adaptability and alignment.

A survey research design is adopted to collect primary and secondary data from 182 international firms. The complementarity (or substitutability) of three As (agile, adaptable and aligned) were analyzed in three-way and pairwise interactions; both, correlation and performance differences methods of testing the type of interactions among the system’s elements were used. Supply chain-centric and firm-centric performance metrics were used to examine the interaction types.

The study did not find empirical evidence of three-way complementarity between the three As. However, this paper did find evidence of complementarity in bivariate interactions for alignment and adaptability. Moreover, in the performance difference method, the study found a substitute relationship between all pairs of As.

The findings related to the substitutability between the three As offer managers guidance on how to allocate their limited resources to avoid unnecessary over-or under-investing in either one of the three As.

This study helps refine prior findings related to the three As by offering evidence that firms can still achieve their performance-related goals with reduced investment commitments by taking advantage of the substitutability relationship existent between these capabilities. That is, instead of concomitantly developing all three As as past studies have suggested, managers can use the findings to determine how to prioritize their resource allocation better. Furthermore, understanding the actual interaction among the supply chain variables generally provide insights for designing the supply chain, change management in the supply chain, developing supply chain strategy and adopting best practices in the supply chain.

The purpose of this paper is to understand how two online marketing orientations of land-based retailers in product category and price could change retail brand attitude when retail brand familiarities differ.

This paper proposes a research model with two orientations in product category and price as antecedents of retail brand attitude change and retail brand familiarity as a moderator. Empirical data were collected from 684 shoppers across three land-based retailers to test the research hypotheses.

Both orientations in product category and price can improve customers’ retail brand attitudes. Retail brand familiarity plays a significant moderator in some of the situations. Online-offline product category congruence and online-prototypical price congruence have significantly positive effects on retail brand attitude change whether retail brand familiarity is high or low. The effect of online-offline price congruence is significant only among high-familiarity customers, while the effect of online-prototypical product category congruence is found to be significant only among low-familiarity customers.

The study identifies the moderating effects of retail brand familiarity on the relationships between two online marketing orientations in product category and price and retail brand attitude change. Based on the moderating effects, this study will help researchers to better understand the effectiveness of two online marketing orientations subject to varying degrees of retail brand familiarity in a multichannel retailing context.

The findings of this study can guide land-based retailers to focus on the right orientations in product category and price to improve customers’ attitudes toward the retail brand when existing or new customers are targeted.

This study provides a first study to empirically assess the change in retail brand attitude prompted by homogenous and prototypical orientations in product category and price and subject to varying degrees of retail brand familiarity. Overall, the results offer insights of how land-based retailers could manage their overall performance by designing more effective online product category and pricing strategies for existing or new customers.

This study aims to introduce a new prescriptive model to aid both managers and researchers in partner selection for innovation-orientated collaboration. This framework demonstrates how prospective partner firms’ complementing bodies of knowledge and goal alignment interact to affect the success of a collaboration.

The authors use geometric modeling to represent the interrelationships among knowledge similarity/dissimilarity, goal congruence, knowledge complementarity (KC) and innovation in alliance formation. Using this model as a framework, the authors derive relationships among predictors of innovation success and determine how they affect the nature of partnerships under varying conditions of KC.

This research shows how innovation success is strongly determined by partner selection. Specifically, the authors examine the influence of KC and partner goals on three aspects of a potential research and development (R&D) alliance – the potential level of innovation outcome for the alliance, the boundaries of knowledge sharing and limitations arising from knowledge and goal incongruence and the nature of cooperation.

Although there is broad empirical support that innovation success is influenced by the similarity of R&D partners’ knowledge, further research is still needed to model the relationship more precisely between partner KC and goal alignment. The authors address this gap by developing a model that is both prescriptive and predictive of how innovation success can be achieved in the context of disparate but complementing knowledge and goal sets. The authors conclude with practical implications for practice and future research directions.

This paper aims to examine two important factors in developing convergence products: the congruence of basic product and the addition in terms of utilitarian or hedonic consumption goals, and the overall coherence of consumption goals. In recent years, the proliferation of convergence products, i.e. any product that combines two or more basic product functionalities in consumer electronics, is increasingly prevalent. For manufacturers, the lingering question in developing convergence products is what kind of basic product functionalities can be combined and can elicit favorable response from consumers.

The study is a 2 × 2 × 2 experimental design, with basic product functionality’s consumption goals (utilitarian, hedonic) as the between-subject factor, and the additional product functionality’s consumption goals (utilitarian, hedonic) and the coherence of consumption goals (coherent addition, incoherent addition) as the two within-subject factors.

It confirms and validates prior work on goal congruence effects. More importantly, this study finds that overall consumption goal coherence elicits higher value addition irrespective of goal congruence or incongruence on utilitarian or hedonic consumption goals.

In some literatures, the combination of two or more product functionalities from different product categories is considered as product bundling. While product bundling concept can be used in many different product categories, convergence product concept is utilized more specifically in consumer electronics.

As convergence era offers wide opportunities for manufacturers to develop new convergence products, this study provides guidance as to what kind of new functionalities need to be added.

Not only does the present research investigates the likely success of convergence products involving the congruence of basic product and the addition, but also in more comprehensive way by looking at the overall coherence of consumption goals.