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Sensory perception is an important factor to understand and effectively appeal to consumers. As consumers process information consciously and subconsciously, both perception levels (explicit and implicit) are essential to investigate. This paper aims to analyze the effects of explicit and implicit sensory perception on brand experience and brand-related performance indicators and then investigate the correlations between the senses and experience dimensions.

The authors conducted a field experiment in a coffee house. For data collection, the authors used a questionnaire for explicit measures and a response latency measurement for implicit measures. For data analysis, structural equation modeling and a correlation analysis were conducted.

The results reveal positive relationships between explicit and implicit sensory perception, brand experience and brand performance in the context of gastronomy. Furthermore, implicit perception acts through explicit perception, and brand experience plays a major role as a mediator between sensory perception and consumer responses. Moreover, visual and haptic perception reveal the highest weights in the structural model and the strongest correlations with the experience dimensions.

This paper contributes to consumer research by providing empirical evidence for the importance of both the explicit and implicit sensory perception to effectively appeal to consumers. The results give valuable insights on the effectiveness of sensory marketing in generating memorable brand experiences and positive brand performance. Furthermore, the findings provide new knowledge on which senses (explicit and implicit) are related to different types of experiences.

This study aims to explore whether fabric contents, specifically cotton and polyester, possess particular personality dimensions, as posited by Aaker (1997). The author examined both explicit (conscious, deliberate) and implicit (unconscious, automatic) perceptions of brand personality traits of cotton and polyester.

The convenience sample of this study included 51 students from different merchandising classes in a Midwestern university. Participants were first directed to the multidimensional implicit association test (md-IAT) and their implicit perceptions were measured for the content of the two fabrics (cotton and polyester) on five different personality attribute dimensions (sincerity, excitement, competence, sophistication and ruggedness). After the IAT, participants completed the post-IAT survey, including explicit measures of brand personality attributes of cotton and polyester.

The findings of this study show that fabric contents can be successfully described and differentiated by Aaker’s brand personality dimensions. Compared with polyester, the distinctive brand personality of cotton was the favorable association between cotton and sincerity. This association was significantly higher than all other personality dimensions in both consumers’ implicit and explicit perceptions. Neither cotton nor polyester was significantly associated with the exciting, competent and sophisticated personality dimensions.

A unique contribution of this study is that it examines implicit perceptions of the brand personality traits of cotton and polyester. The use of the md-IAT in this study allowed the assessment of consumers’ automatic associations with cotton and polyester of which they may not be aware.

The purpose of this paper is to identify the perception of total quality management (TQM) benefits, practices and obstacles in Kuwaiti industrial organizations certified against ISO 9001:2000 (or later) and following a TQM approach. A discrepancy in perception between project managers (PMs) and quality management representatives (QMRs) of organizations in the Gulf Cooperation Council countries has already been identified (Jaeger and Adair, 2013), and this study compares the perception of these two groups in more depth.

Extensive representatives of both groups have been individually interviewed, a classification system for TQM benefits, practices and obstacles has been developed, and interview responses have been analyzed against this classification system.

It emerges that all responses matched one of the benefits, obstacles and practices of the classification system. Comparing the total group of PMs with the total group of QMRs, it was found that both groups agree on their perception of the most important practice (i.e. an implemented management system) and, the biggest obstacle (i.e. lack of employee involvement). However, they disagree on their perception of the most important TQM benefit (i.e. PMs prefer quality of products and services, and QMRs prefer productivity).

The results of the total groups and sub-groups give new insights regarding the different perceptions of PMs and QMRs. Also, the results enable practitioners of these two functions to discuss the differences and align their perceptions. This should increase the effectiveness of the TQM approach in their organizations. Finally, the results allow management consultants to focus on areas with high potential for improvements.

This paper examines in detail how the use of storytelling with parallax technology can influence the user experience (UX) in online shops as well as brand- and behavior-relevant variables. Furthermore, this study analyzes the causal relationships between UX, brand attitudes and brand-related behavioral intentions in terms of purchase intention and price premiums. Explicit and implicit paths of human information processing are considered.

A sample of 266 respondents completed a web-based experiment under two conditions (text-based vs parallax storytelling online shop). An existing and operational online shop was used. The causal relationships were assessed by using partial least squares structural equation modeling (PLS-SEM). To measure implicit information processing, a single category implicit association test was applied.

By applying the storytelling technique with parallax scrolling, the online shop increased visitors' UX on explicit and implicit information processing levels and increased the online shop's overall perceived attractiveness. Storytelling with parallax motion enables an efficient transmission of brand-related associations to consumers' minds, enhances their explicit and implicit brand attitudes and increases their willingness to pay a higher price. Moreover, this study provides empirical evidence on the effects of UX on brand-related measures by applying PLS-SEM and thus reveals a causal chain of effects from UX on online shop attractiveness, brand attitude and behavioral intentions. Again, explicit and implicit perceptions were considered.

Science and practice are increasingly emphasizing that storytelling emotionalizes content, which facilitates effective communication and builds strong relationships with customers. Little evidence exists about its efficient implementation in an online shopping context and in fulfilling hedonic and pragmatic needs throughout the online journey. This study provides novel insights into managing online shoppers' UX, brand-related perceptions and behavioral intentions with the optimal use of techniques to implement storytelling. Furthermore, this is one of the first studies to holistically consider the human perception of online shops by drawing on theories and methods of psychology, marketing, consumer behavior, brand research and consumer neuroscience and considering explicit and implicit information processing in terms of hedonic and pragmatic UX and brand-related measures.

This research aims to find out teachers' perception about the behaviors of their school leaders with regard to knowledge management, and the changes in teachers' opinion considering their sex, age, educational level, experiment and tenure.

The sample of the research is primary schools teachers in Edirne, Turkey. A total of 430 questionnaires were evaluated. The scale developed to identify elementary school teachers' perception about knowledge management practices at their schools is based on four other different scales: “Know‐all 50: Knowledge Management Assessment”, “Knowledge Management Framework Assessment Exercise”, “Assessing Readiness for Managing Knowledge Assets”, and “Working with Knowledge”.

Findings of the research suggest that there are seven existing sub‐dimensions of knowledge management at schools in Turkey, namely: leadership, cultural structure, knowledge hubs and centers, tacit knowledge, explicit knowledge, knowledge vision, and learning culture. In addition to this, there is a significant relationship between the different sub‐dimensions of knowledge management and whether teachers have e‐mail addresses of their own, their schools have internet connection (for external knowledge), web site, computer network (for internal knowledge) and whether the school has a subscription to professional publications.

The researches in different countries show that knowledge management has nine sub‐dimensions but in Turkey there are seven. This scale needs to be applied to different organizational settings in order to be validated nationwide.

Corporations communicate CSR policies through a variety of methods, and the goal of the study is to explore young adult consumers’ communication preferences and the implications for managers to effectively communicate CSR to boost their corporate brand image and reputation. The paper aims to discuss these issues.

Set within the context of the UK supermarket industry, the study adopts a qualitative research approach and a purposeful sampling method, collecting data from 30 young adult consumers in the south-east of the UK. The data collection method used was online bulletin board focus groups, face-to-face focus groups, face-to-face interviews and an online questionnaire. Research propositions are developed, evaluated and synthesized into a conceptual framework.

The findings show that interactive CSR communication functions as an effective method of improving consumers’ emotional brand value, knowledge and memory of supermarket CSR. The findings have the potential to induce a more positive perception by young adults of supermarket CSR corporate brand image and reputation.

The implications for theory development are in the under-researched area of interactive CSR communication.

The research provides practical strategic recommendations regarding effective communications to help guide managers in their planning and execution of their CSR endeavours.

The research provides new empirical insights into theory and knowledge of interactive CSR communication and how supermarkets can communicate CSR in a manner, which is appealing and engaging for young adult consumers, therefore more likely to strengthen their perception of a supermarket corporate brand image and reputation.

This research aims to separate the effect of a promise from an apology, examine interactional justice as a theoretical mechanism explaining the relationship between these accounts and post‐violation trust, examine how message content compares to the gesture of sending a message, and test offense severity as a moderator.

This study employed the Trust Game.

Results indicated significant apology × promise and apology × promise × offense severity interactions on interactional justice, and interactional justice fully mediated the relationship between promises and post‐violation trust.

Although this study was completed using a laboratory game with anonymous partners, results suggest that interactional justice provides a means for relationships to quickly get back on track after a violation. Specifically, promises provide “forward‐looking” information (trustworthy intent) and interpersonal sensitivity (demonstration of courtesy and concern) that enable interactional justice to affect subsequent trust.

These findings attest to the efficacy of clear accounts to foster interactional justice; in particular, apologies lead to higher interactional justice for less serious offenses. Furthermore, accounts that are “forward‐looking” lead to higher post‐violation trust via interactional justice perceptions.

Recent empirical studies suggest that apologies are associated with higher post‐violation trust, but, unlike this article, have not explicated this process or its boundary conditions.

The purpose of this paper is to examine the knowledge transfer processes of knowledge intensive business service firms by focusing on the knowledge for customer, which is the knowledge about the service provider's products and services, specifically “before‐sale” knowledge, and the transfer of this knowledge in order to develop customers.

The authors conducted an in‐depth qualitative study of the knowledge transfer process undertaken by a sample of six global knowledge intensive service firms, to use knowledge transfer as a means of customer development.

The results of this study suggest that customer absorptive capacity influences the role that knowledge for customers has in ultimately determining whether customer development will occur. Where tacit knowledge transfer occurs, it is restricted to loyal, high share customers. With respect to methods of transfer, the findings reveal that knowledge‐intensive business service firms transferring explicit knowledge utilise both formal and informal methods.

Data collection was cross‐sectional and longitudinal research would have the benefit of examining how customer knowledge transfer changes over time during the customer development process (pre‐sale, during sale and post‐sale customer development). Future research studying other types of knowledge transfer, such as during‐sale and after‐sale knowledge transfer, are also encouraged.

Managers should be open to employing numerous types of media in transferring both explicit and tacit knowledge rather than restricting themselves to the normative “explicit‐formal‐media lean” versus “tacit‐informal‐media rich” categorisations in the literature.

Understanding the role of customer knowledge transfer in the development of existing organisational customers is particularly important in the context of knowledge intensive business service firms. The extant literature recognises that customer development efforts are critically important in increasing service adoption and firm performance but there exists a dearth of research on customer knowledge transfer in the context of professional service organisations.

The purpose of this study is to analyze the aspects of the organizational culture (OC) of companies operating in the Brazilian oil, gas and biofuels (O&G) sector based on semistructured interviews with managers of these organizations and its content analysis.

This research was conducted based on semistructured interviews with 12 managers of Brazilian O&G companies and analyzed with a computer-assisted qualitative data analysis software, namely, MAXQDA™.

The results make it possible to obtain the perception of managers about OC, generally understood as a set of attributes and variables of social order, supported by the historical–culturalist theoretical approach. Information about the explicit and implicit manifestation of culture, as well as the evaluation of the most appropriate research instruments and metrics, were also obtained after the interviews.

This study presents detailed results about OC and its characteristics in the perception of managers of the O&G companies that operate in the Brazilian market.

This paper aims to examine the effect of proximal (versus distant) depiction of food products within an advertising or online context on consumer responses across food types (indulgent versus non-indulgent) and display formats that lead to a single exposure (e.g. billboard) versus multiple exposures (e.g. online menu).

Five experimental studies, using both implicit and explicit elicitation techniques, demonstrate the effect of proximal food depictions. The paper rules out alternative explanations (portion-size perception and participants’ bodily distance) and controls for several other factors (e.g. visual crowding, body-mass index, dietary restrictions, etc.)

The studies find that proximal food pictures are implicitly associated with tastiness more for indulgent (vs non-indulgent) foods; lead to higher purchase intention for indulgent food upon a single exposure driven by enhanced perceived tastiness; and evoke satiation upon multiple exposures.

This research identifies the effect of spatial proximity of food depiction on consumer responses using different stimuli. Future work could explore the effects in alternate consummatory contexts.

The findings provide clear instructions to marketers and policymakers on how to tailor consumer responses using spatial distance in depiction of food products, depending on the food type and display format. Understanding the effect of visual food cues will help policymakers devise strategies to counter over-consumption, which increases the risk of non-communicable diseases and reduces consumer well-being (SDG 3, United Nations).

Introducing a novel pictorial cue (i.e. the spatial distance of product depiction), this paper contributes insights to the literature on implicit associations, visual information processing, satiation, over-consumption and food marketing.