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Article
Publication date: 25 May 2018

Irem Eren-Erdogmus, Ilker Akgun and Esin Arda

In recent years, brand extension has become a popular and fundamental strategy of most luxury brands. The purpose of this paper is to clarify the factors that affect the…

Abstract

Purpose

In recent years, brand extension has become a popular and fundamental strategy of most luxury brands. The purpose of this paper is to clarify the factors that affect the success of luxury brand extensions by incorporating luxury brand value perceptions, parent brand attitude, fit perceptions and consumers’ product category involvement and innovativeness in a holistic model. The model is tested for two hypothetical luxury brand extensions types: complement and transfer.

Design/methodology/approach

This study employs a fuzzy-set qualitative comparative analysis (fsQCA) technique to identify the variables that combine to produce a positive or a negative attitude towards luxury brand extensions. The research was conducted on 555 young women professionals (254 for brand extension Type 1 – complement (umbrella); and 301 for brand extension type – transfer (seating furniture), respectively).

Findings

The results show that perceived fit between the parent brand and extension is a necessary condition for a positive evaluation of both extension types. Other than perceived fit, hedonic and symbolic values and consumer involvement are proven to be necessary antecedent conditions for the evaluation of transfer extensions. This study also proposes several configurations for forming a positive attitude towards each brand extension type and makes implications for luxury managers and further research.

Originality/value

The results of the research are significant in several ways. First, this study adds to the extant literature by exploring a somehow neglected subject: luxury fashion brand extensions. The study tests a more holistic model than those of previous studies on luxury brand extensions and utilises two different extension contexts adapted from Aaker and Keller (1990). Second, this study is the first to apply fsQCA to identify the factors of luxury brand extension evaluations. fsQCA is highly applicable to large-scale data without the loss of detail or the potential for complexity.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 22 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

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Article
Publication date: 13 October 2020

Volkan Yeniaras, Anthony Di Benedetto, Ilker Kaya and Mumin Dayan

Drawing on the literature on dynamic skills, this study builds upon and empirically tests a conceptual model that connects business and political ties, organizational…

Abstract

Purpose

Drawing on the literature on dynamic skills, this study builds upon and empirically tests a conceptual model that connects business and political ties, organizational unlearning, organizational learning and firm performance. Specifically, this study suggests that business ties enable and political ties inhibit organizational unlearning (i.e. regenerative dynamic capability), which may, in turn, affect exploratory (i.e. renewing dynamic capability) and exploitative (i.e. incremental dynamic capability) innovation behaviors of the firm. Thus, the purpose of this study is to offer a theoretical framework in which organizational unlearning and learning act as mediating mechanisms between business and political ties and firm performance.

Design/methodology/approach

Structural equation modeling and mediation analyzes were used on a sample of 302 small and medium-size enterprises in Turkey.

Findings

This study found that business ties enable organizational unlearning while political ties impede it. This study further demonstrates that business ties positively and political ties negatively relate to organizational learning through organizational unlearning. In addition, this study shows that political ties are mostly negatively and indirectly related to firm performance through organizational learning while business ties positively and indirectly relate to firm performance.

Practical implications

The findings demonstrate the critical role that personal networks play in organizational learning and firm performance. This study provides evidence to the need to recognize and evaluate the potential and undesirable impacts of political ties on cultivating innovation skills and firm performance. In addition, this study recommends managers to embrace the significance of organizational unlearning in strategic renewal, particularly as it applies to building renewing and incremental dynamic skills for enhanced firm performance.

Originality/value

This study offers a deeper perspective of the dissected relations of social ties in emerging economies to firm performance by considering organizational unlearning and learning behaviors as mediating mechanisms.

Details

Journal of Business & Industrial Marketing, vol. 36 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 26 April 2011

Ilker Murat Ar and Birdogan Baki

The main purpose of this paper is to investigate the relationships between seven antecedent factors (R&D strategy, top management support (TMS), customer focus (CF)…

Abstract

Purpose

The main purpose of this paper is to investigate the relationships between seven antecedent factors (R&D strategy, top management support (TMS), customer focus (CF), organizational learning capability (OLC), creative capability (CC), organizational collaboration (OC), and supplier relationship (SR)), two innovation types (product and process), and firm performance (FP).

Design/methodology/approach

The paper formulates 16 hypotheses from the literature review. These hypotheses are tested using structural equation modeling with data collected from 270 managers of small and medium‐sized enterprises (SMEs) located in Turkish science and technology parks (STPs).

Findings

The findings indicate that both of product and process innovation have a strong and positive association with FP. While antecedents such as R&D strategy, TMS, CF, CC, and SR have significant impact on product innovation, other antecedents such as OLC and OC have a significant and positive impact on process innovation.

Practical implications

The results of this study could be used by any managers of SMEs located in STPs to improve successful innovation projects. The results also provide companies operating in Turkish STPs with useful information on how their policies and actions might affect firm innovation.

Originality/value

The paper provides a clarification of the reasons that may be behind a positive, a negative, or a non‐significant effect of the many antecedents on the product and process in SMEs located in Turkish STPs.

Details

European Journal of Innovation Management, vol. 14 no. 2
Type: Research Article
ISSN: 1460-1060

Keywords

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