Search results
1 – 10 of over 89000This study aims to determine and discuss relevant factors and relationship models affecting consumers’ purchase intention towards the extended product, PC for Microsoft. The…
Abstract
Purpose
This study aims to determine and discuss relevant factors and relationship models affecting consumers’ purchase intention towards the extended product, PC for Microsoft. The results are to serve as a reference for managers when implementing brand extension strategies.
Design/methodology/approach
The two major factors, “core‐brand attitude” and “consumer perception fit”, have been included in studying their influence on consumer purchase intention towards extended products. Of the questionnaire surveys distributed to PC users in Taiwan, 667 valid samples were returned. Structural equation modeling (SEM) was used to establish the relationship model.
Findings
The results indicate that consumers in Taiwan show a relatively high purchase intention towards virtually extended products, Microsoft PC. The relational structure shows that brand awareness has a significant influence on core‐brand image (parent‐brand image), thus indirectly affecting core‐brand attitude and causing impacts on consumer purchase intention towards extended products. On the other hand, consumer perception fit has greater influence than core‐brand attitude, denoting that both the brand association and product connection have a remarkable influence on consumer purchase intention towards extended products.
Originality/value
The study proposes an effective structural model and notes significant influence factors for consumers’ purchase intention towards extended products.
Details
Keywords
Firms often use upward product line extensions to achieve gains in brand evaluations and in overall demand. Despite the prevalence of such extensions, previous research has…
Abstract
Purpose
Firms often use upward product line extensions to achieve gains in brand evaluations and in overall demand. Despite the prevalence of such extensions, previous research has provided little guidance about how upward line extensions influence overall revenue when they are launched as a core product as opposed to a peripheral product. The purpose of this study is to fill this research gap.
Design/methodology/approach
Using data from the quick service restaurant industry, this study looks at the effects of upwardly extended core and peripheral products on product line revenue. The empirical study uses a quasi-experiment to compare customer purchases across the pre- and post-launch of upward line extensions.
Findings
The results of this study reveal that launching core and peripheral products as upward line extensions can each increase total product line revenue. In addition, findings illustrate that as compared to a core launch, this total product line revenue increase is substantially higher in the case of a peripheral launch.
Research limitations/implications
First, the estimated model does not include supply availability and competition. Second, the data span only six months and this restriction prohibits us from investigating alternative sources of the causal effect. Third, the empirical setting in this study is limited to financial data in the quick service restaurant industry as a proxy of actual behavior. Finally, given that customers are not randomly assigned to treatment and control groups, the author is unable to definitively rule out the effect of unobservable attributes.
Practical implications
The findings suggest that firms should prioritize peripheral upward line extensions but use both types considering resource constraints (cost and human resources) and strategic importance to the firm.
Originality/value
This study bolsters the extant literature related to upward product line extensions by providing an empirical framework that evaluates the causal effect of upward line extension on total revenue, using field data in a real-life setting (as opposed to survey or lab experiment data) and actual firm revenue (as opposed to a perceptual outcome measure such as behavioral intentions). In addition, findings contribute to the new product development literature.
Details
Keywords
Andrey Maglyas, Uolevi Nikula, Kari Smolander and Samuel A. Fricker
Software product management (SPM) unites disciplines related to product strategy, planning, development, and release. There are many organizational activities addressing…
Abstract
Purpose
Software product management (SPM) unites disciplines related to product strategy, planning, development, and release. There are many organizational activities addressing technical, social, and market issues when releasing a software product. Owing to the high number of activities involved, SPM remains a complex discipline to adopt. The purpose of this paper is to understand what are the core and supporting SPM activities.
Design/methodology/approach
The authors adopted the research method of meta-ethnography to present a set of techniques for synthesizing individual qualitative studies to increase the degree of conceptualization. The results obtained from three empirical studies were synthesized using the meta-ethnography approach to enhance, rethink, and create a higher level abstraction of the findings.
Findings
The results show that the study has both theoretical and practical contribution. As the meta-ethnography synthesis has not been widely applied in software engineering, the authors illustrate how to use this research method in the practice of software engineering research. The practical contribution of the study is in the identification of five core and six supporting SPM activities.
Originality/value
The practical value of this paper is in the identification of core SPM activities that should be present in any company practicing SPM. The list of supporting SPM consists of activities that are not reported to product manager but affect the product success.
Details
Keywords
– The purpose of this study is to examine how product recalls affect brand commitment and post-recall purchase intention.
Abstract
Purpose
The purpose of this study is to examine how product recalls affect brand commitment and post-recall purchase intention.
Design/methodology/approach
The role of consumer and product recall characteristics based on attribution theory is tested using data collected through experiments and analyzed using a type of finite mixture model.
Findings
Results indicate varying effects of product recalls on commitment across these four customer groups and a strong effect of affective commitment on post-recall purchase behavior.
Originality/value
This paper proposes four types of consumers based on dichotomous levels of affective and calculative commitment, namely, Hard Cores, Don’t-Cares, Lovers and Rationalists, and shows how product recalls affect these consumer groups differently, and how this information assists brand managers in developing post-product recall consumer management strategies.
Details
Keywords
Samuel Brüning Larsen and Peter Jacobsen
When original equipment manufacturers (OEMs) examine whether to implement a reverse supply chain (RSC) for their products, oftentimes the motive is cost savings or regulatory…
Abstract
Purpose
When original equipment manufacturers (OEMs) examine whether to implement a reverse supply chain (RSC) for their products, oftentimes the motive is cost savings or regulatory compliance. However, a frequently overlooked but equally important benefit is the possibility for creating new revenue. The purpose of this paper is to examine which revenue streams the RSC enables for OEMs to utilize and how these streams are utilized in industrial practice.
Design/methodology/approach
First, the paper identifies the RSC-enabled revenue streams that are available to OEMs using a literature-based conceptual modeling approach. Second, using a set of eight cases the paper explores these streams’ utilization pattern and develops a set of propositions that explain the pattern.
Findings
Results show a set of 12 distinct RSC-enabled revenue streams within three categories: new revenue through sales of used items, new revenue through sales of recovered items, and new revenue through added sales of virgin products. Six of these 12 streams are utilized in industrial practice. Among the propositions that explain the utilization pattern are the degree of component customization, product life-cycle longevity, and the value gap between used and recovered products.
Originality/value
While extant literature concerning the relation between the RSC and the firm’s revenue is scarce, this paper contributes to the understanding of RSCs’ revenue generation potential and thus to the stream of literature that views the RSC as a value creator rather than a costly nuisance. Furthermore, the paper provides managers with a broad view of how their firm’s RSC can increase revenue from existing markets as well as create revenue from new markets.
Details
Keywords
Thorsten Teichert, Sajad Rezaei and Juan C. Correa
This study conceptualizes food delivery services as service mix decisions (SMDs) and illustrates a data-driven approach for the analysis of customers' written experiences.
Abstract
Purpose
This study conceptualizes food delivery services as service mix decisions (SMDs) and illustrates a data-driven approach for the analysis of customers' written experiences.
Design/methodology/approach
Web scraping, text mining techniques as well as multivariate statistics are combined to uncover the structure of the three tiers of SMD from consumers' point of view.
Findings
The analyses reveal that fast food delivery is not primarily about speed but that there are four distinct experiential factors to be considered for SMDs. Fast food delivery services are associated both with the actual product (i.e. product issues and brand satisfaction) and with the augmented product (payment process and service handling).
Originality/value
Findings demonstrate the relevance of SMDs in omnichannel food retail environments and guide researchers in multistage analyses of consumers' online food reviews.
Details
Keywords
The purpose of this exploratory research paper is to present a product‐process matrix that assists FM organizations and their stakeholders to map their value added position in…
Abstract
Purpose
The purpose of this exploratory research paper is to present a product‐process matrix that assists FM organizations and their stakeholders to map their value added position in their organizations. Using this matrix, FM practitioners are able to assess the existing value added delivering, how it is formulated and identify actions for improvement.
Design/methodology/approach
The paper develops the FM value added product‐process matrix to allow comparisons between different FM products with their FM processes and illustrates their degree of value delivery. The building blocks of the matrix are an FM product structure and an FM process structure. The supporting empirical data were collected through semi‐structured interviews from selected FM organizations supplemented by relevant documents.
Findings
Based on a product‐process matrix, a typology of FM value added positions is introduced, namely, support, enable, ensure and enhance. Each position has merits and requirements under specific circumstances for its client's core business. Matching a given type of FM value added position with the appropriate FM product and process under the specific conditions is likely to create greater values to the client's core business. Meanwhile, misaligning dilutes the value delivery.
Research limitations/implications
This normative matrix can be used as a decision‐making tool for a client to assess its FM performances and activities, and to determine the needs of FM provision and services. On the other hand, an FM organization can use it as a self‐evaluation tool for evaluating its FM service/provision performances and aligning its offering with core business needs. However, the matrix needs to be validated and verified from various types of organizations.
Originality/value
This paper presents a typology of FM value added position and substantiates its applicability with empirical evidences. Although a proposed typology is formulated in a context of FM, its applications can be applied into other organizational support functions, for instance human resource (HR), information technology (IT) and finance services.
Details
Keywords
Yasuhiro Watanabe, Cassendra Gilbert, Mohd Salleh Aman and James J. Zhang
The purpose of this paper is to examine the systematic influence of core product features, event operation quality, sport fan identification, and image of host city as a tourism…
Abstract
Purpose
The purpose of this paper is to examine the systematic influence of core product features, event operation quality, sport fan identification, and image of host city as a tourism destination on behavioral intentions of international spectator at a Formula One (F1) event held in Malaysia.
Design/methodology/approach
A survey form assessing the specified concepts was designed and employed to examine the structural relationships. The research participants were international spectators (n=512) attending the event. Data were randomly split into two halves, one for EFA (n=256) and the other for CFA and SEM (n=256).
Findings
Findings revealed that core product feature and sport fan identification factors were significantly (p<0.05) related to both of international spectators’ desire to stay at the event, attend the event in the future, and revisit the country; whereas, event operation quality was only found to be significantly influential of the re-patronage, and destination image was only significantly influential of the desire to stay. The findings highlight the importance and relevance of these concepts in attracting, serving, and retaining international visitors to the event.
Originality/value
Unlike other studies that are centered merely on game and event factors, this study expanded on a bigger ecological spectrum surrounding a F1 event and systematically evaluated the critical concepts and factors affecting international tourist to the event that can be considerable sources of economic growth. The findings provide empirical evidence for event and tourism management and marketing.
Details
Keywords
Dennis A. Pitta and Lea Prevel Katsanis
The turbulent 1990s typified by increased product development andmarketing costs as well as increasing international competition,focussed marketing managers on cost‐saving tactics…
Abstract
The turbulent 1990s typified by increased product development and marketing costs as well as increasing international competition, focussed marketing managers on cost‐saving tactics to increase competitiveness. One of the most important effects was to make brand extensions more compelling and frequent. While leveraging the brand equity of a successful brand promises to make introduction of a new entry less costly, success depends on the underlying brand knowledge and image among consumers. Explores the consumer dimensions of brand equity, the benefits and dangers of brand extension, and culminates in a series of implications and recommendations for successful brand extensions.
Details
Keywords
Yolanda Polo Redondo and Jesús J. Cambra Fierro
Taking the Spanish agro‐food sector as reference, the current work seeks to examine the moderating effect of the type of input exchanged; specifically, to analyze the potential…
Abstract
Purpose
Taking the Spanish agro‐food sector as reference, the current work seeks to examine the moderating effect of the type of input exchanged; specifically, to analyze the potential differences in temporal orientation of the relationships established between companies and suppliers of “core” and “auxiliary” inputs.
Design/methodology/approach
The information was obtained by means of a postal survey of managers responsible for the supply function from a random sample of Spanish agro‐food companies, specifically wine producers. The reason for approaching these professionals was to obtain responses from individuals who are directly in contact with the firm's suppliers, and who negotiate the purchasing agreements.
Findings
The findings show that, although communication, trust and satisfaction are always important as evaluated elements, their importance is higher when “core” products are considered. The data also indicate that for the case of products that are considered “core”, the relation between commitment and the long‐term orientation of the relationship is not significant. In this way, the more relevant the input is, more important are communication, trust and satisfaction, and the less important is commitment.
Originality/value
Although many studies have analyzed the long‐term orientation of buyer‐seller relationships, very few have considered the influence of the type of product exchanged. And furthermore, no previous works have analyzed the moderating effect of product type on the factors determining this long‐term orientation.
Details