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Article
Publication date: 4 August 2021

Peter Datson, Wilson Ozuem, Kerry Howell and Geoff Lancaster

The purpose of this study is by drawing on signaling theory to address the need for more investigation into the conceptual underpinnings of sponsorships by investigating and…

Abstract

Purpose

The purpose of this study is by drawing on signaling theory to address the need for more investigation into the conceptual underpinnings of sponsorships by investigating and seeking to understand sponsorship objectives, opinions and practices, with a focus on smaller organisations.

Design/methodology/approach

This empirical study contributes to the literature through researched findings from German respondents and a critical evaluation of literature relating to the impact of sports sponsorship on SMEs within local German communities.

Findings

Drawing on signalling theory and extant studies, the following four categories of SME sport sponsorship activities are proposed: value-based connections, social engagement, recognition and bonding.

Research limitations/implications

Sponsor, sponsee and dyadic antecedents have increased in both sophistication and complexity, resulting in expected positive consumer outcomes as the justification for marketing communication investments.

Practical implications

Sponsorship has evolved from short-term philanthropic activities to long-term strategic alliances involving billions of dollars of annual spending globally.

Social implications

SME companies have certain local opportunities that larger multinational corporations cannot replicate.

Originality/value

No study to date has provided researchers with a framework to understand sports sponsorship from an SME perspective. This paper contributes to the theories and practice of sport sponsorship, drawing on signalling theory and extant studies.

Details

Qualitative Market Research: An International Journal, vol. 24 no. 5
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 7 January 2022

Wilson Ozuem, Michelle Willis and Kerry Howell

In this paper, the authors underpin thematic analysis with a philosophical and methodological dimension and present a nuanced perspective on the application of thematic analysis…

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Abstract

Purpose

In this paper, the authors underpin thematic analysis with a philosophical and methodological dimension and present a nuanced perspective on the application of thematic analysis in a data-driven context. Thematic analysis is a widely used qualitative analytic method; it is perceived as a transparent approach that offers single meaning. However, through Husserlian descriptive phenomenology, this paper aims to examine issues regarding subject/object and multidimensional meanings and realities.

Design/methodology/approach

In most extant studies, thematic analysis has become a prescriptive approach. This emerging qualitative approach has been applied to a range of studies on social and organisational issues, knowledge management and education. However, despite its wide usage, researchers are divided as to its effectiveness. Many choose quantitative approaches as an alternative, and some disagree as to what counts as the definitive framework and process for thematic analysis. Consequently, the authors provide a level of validity for thematic analysis through emphasising a specific methodological approach based on ontological and epistemological positions.

Findings

Contrary to the common mantra from contemporary qualitative researchers who claim thematic analysis is often based on a static and enduring approach, the current paper highlights the dynamic nature of a thematic analytic approach and offers a deeper understanding of the ways in which researchers can use the right approach to understand the emerging complex data context.

Originality/value

Several insights regarding the literature on thematic analysis were identified, including the current conceptualisation of thematic analysis as a dynamic approach. Understanding thematic analysis through phenomenology provides a basis on which to undertake a whole range of inclusive approaches that were previously undifferentiated from a quantitative perspective.

Details

Qualitative Market Research: An International Journal, vol. 25 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 21 February 2022

Wilson Ozuem, Kerry Howell and Geoff Lancaster

The concept of integrated marketing communications (IMC) was developed in the 1990s and has gained significant interest from academics and practitioners, yet it is seldom achieved…

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Abstract

Purpose

The concept of integrated marketing communications (IMC) was developed in the 1990s and has gained significant interest from academics and practitioners, yet it is seldom achieved in practice. The purpose of this paper is to investigate the reasons behind this assertion.

Design/methodology/approach

Knowledge needed for this study was generated from a case study of a global company, operating a decentralized organizational structure in the health-care industry.

Findings

Thirty semi-structured interviews were performed with marketing employees and management. This paper contributes to facilitating marketing communications by developing a conceptual model using strategic guiding principles to align marketing communication activities.

Research limitations/implications

Thematic analysis generated three integration areas: efficiency, consistency and relationship.

Practical implications

The information generated from this research paper should assist managers when attempting to implement an integrated approach to marketing communications.

Social implications

As IMC is intertwined with the concept of strategy, if it is implemented as a strategic process; similar social influences are relevant for strategic IMC implementation.

Originality/value

This paper contributes to facilitating marketing communications by developing a conceptual model using strategic guiding principles to align marketing communication activities.

Details

Qualitative Market Research: An International Journal, vol. 25 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 28 July 2023

Wilson Ozuem, Michelle Willis, Silvia Ranfagni, Kerry Howell and Serena Rovai

There is considerable interest in the value of user-generated content (UGC) and its antecedents. Despite its growing importance, existing studies have largely ignored the effects…

Abstract

Purpose

There is considerable interest in the value of user-generated content (UGC) and its antecedents. Despite its growing importance, existing studies have largely ignored the effects of UGC on customers’ responses to recovery efforts in the fashion industry. The aim of this paper is to examine the extent to which UGC influences customers’ responses to providers’ service failure and recovery efforts, particularly how millennials’ interactions impact recovery efforts.

Design/methodology/approach

The study uses a phenomenological hermeneutics and adopts theoretical sampling to collect empirical data from three European countries (France, Italy and the UK). The authors interviewed 60 millennials who had online service failure experiences in online fashion. This methodological framework was designed to illustrate the close relationships between subject and object as well as identify that data analysis and collection are undertaken in relation to consistent iterative interpretations in an evolving process of study. Drawing on multi-theoretical lenses, using actor–network and social influence theories, this study advances understanding through the development of a new conceptual model relating to individual characteristics.

Findings

Using actor–network theory and social influence theory, this study developed a conceptual model of four customer groups’ responses to service failure based on the severity of service failure and the level of customers’ online response following service failure.

Originality/value

The authors suggest some pragmatic implications of their conceptual model and explain how awareness of different customer groups can lead to effective decision-making for marketers. This study provides a set of practical insights that brand managers can use to recover service failures.

Details

Qualitative Market Research: An International Journal, vol. 26 no. 5
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 4 April 2023

Wilson Ozuem, Michelle Willis, Kerry Howell, Silvia Ranfagni and Serena Rovai

User-generated content (UGC) and service failure have attracted considerable marketing inquiry over the last two decades. Previous studies primarily focused on the outcome of…

Abstract

Purpose

User-generated content (UGC) and service failure have attracted considerable marketing inquiry over the last two decades. Previous studies primarily focused on the outcome of service failure and the impact of UGC on perceived failure severity. This article departs from previous studies as it examines the moderating role of UGC on the relationship between service failure recovery (SFR) and customer–brand relationship.

Design/methodology/approach

Building on commitment-trust theory and from a phenomenological hermeneutical perspective, this article explores this phenomenon through the interpretation of 60 in-depth interviews with millennials from three European countries: Italy, France and the UK. An analysis of the data was conducted using a qualitative approach to understand the main constructs and relationships derived from the data.

Findings

This study conceptualises four distinct moderating characteristics of UGC in the SFR process: satisfaction with experience and brand, dissatisfaction with experience and brand, satisfaction with brand and dissatisfaction with brand. The insights from the responsiveness, empathetic response, counterfactual thinking and brand salience (RECB) framework contribute to research on UGC and shed light on the relationship between SFR and consumer–brand relationships in the fashion industry.

Originality/value

Overall, this study demonstrates that customer interactions with UGC significantly affect their responses to, and relationships with, a brand. The proposed framework opens up interesting avenues for future research on the moderating role of UGC on the relationship between SFR and customer–brand relationships.

Article
Publication date: 13 August 2018

Fenio Annansingh, Kerry E. Howell, Shaofeng Liu and Miguel Baptista Nunes

Higher education (HE) institutions create, disseminate, share and exchange knowledge through relationships among people, processes and technologies. Knowledge sharing (KS) in…

Abstract

Purpose

Higher education (HE) institutions create, disseminate, share and exchange knowledge through relationships among people, processes and technologies. Knowledge sharing (KS) in academia enables people within the institute to develop practices which allow them to collect and share what they know. This often leads to actions that improve services and outcomes. Despite the opportunities, this sharing is not without implications as it exposes the knowledge sharer and recipient to a number of vulnerabilities and risks, which hinders the knowledge-sharing process. The paper aims to discuss these issues.

Design/methodology/approach

This paper adopted a constructivist approach, which utilised focus group discussions within three UK universities. These were identified to improve the usefulness and effectiveness of the knowledge-sharing process.

Findings

The paper concluded by purporting that by developing an understanding of the risks and opportunities of sharing HE, institutions will continue to grow, regenerate and develop knowledge. The results highlighted the plethora of risks and opportunities resulting from KS. These were further grouped into the political, social and organisational culture.

Originality/value

This paper addresses the gap of risks perceptions of KS in HE institutions.

Details

International Journal of Educational Management, vol. 32 no. 6
Type: Research Article
ISSN: 0951-354X

Keywords

Article
Publication date: 28 January 2020

Elena Patten, Wilson Ozuem and Kerry Howell

Consumer purchasing behaviour has changed substantially in the light of recent developments in E-commerce. So-called “multichannel customers” tend to switch retail channels during…

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Abstract

Purpose

Consumer purchasing behaviour has changed substantially in the light of recent developments in E-commerce. So-called “multichannel customers” tend to switch retail channels during the purchasing process. In order to address changing consumer behaviour, multichannel fashion retailing companies must continue to learn how to provide excellent service to such customers. The purpose of this paper is to contribute to the interpretation of multichannel service quality by explaining it from the perspective of the so-called “multichannel customers”.

Design/methodology/approach

Drawing on social influence theory, this paper aims to investigate these issues from the perspective of multichannel customers. In contrast with dualist and objectivist studies, this paper uses a constructivist epistemology and ethnographic methodology. Such an approach is associated with an interpretivist ontological worldview, which postulates the existence of “multiple realities”. The sample size for this research consisted of 34 in-depth interviews and 2 focus groups comprising 10 focus group participants.

Findings

The data analysis fundamentally found that multichannel customers tended to continually adjust choices regarding retailer and retail ckhannel when making purchases. The perspective of this paper is different from mainstream positivist service quality research which sees service quality as static, objectively measurable and dualistic. As an alternative, this paper acknowledges service quality as a dynamic, subjective and pluralistic phenomenon.

Originality/value

This paper contributes to the interpretation of multichannel service quality with a new concept that explains the phenomenon from the perspective of customers and thus considers it necessary for multichannel retailers to adopt strategies relating to customers’ changing behaviour.

Details

Information Technology & People, vol. 33 no. 4
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 20 July 2023

Wilson Ozuem, Michelle Willis, Silvia Ranfagni, Kerry Howell and Serena Rovai

Prior research has advanced several explanations for social media influencers' (SMIs’) success in the burgeoning computer-mediated marketing environments but leaves one key topic…

Abstract

Purpose

Prior research has advanced several explanations for social media influencers' (SMIs’) success in the burgeoning computer-mediated marketing environments but leaves one key topic unexplored: the moderating role of SMIs in service failure and recovery strategies.

Design/methodology/approach

Drawing on a social constructivist perspective and an inductive approach, 59 in-depth interviews were conducted with millennials from three European countries (Italy, France and the United Kingdom). Building on social influence theory and commitment-trust theory, this study conceptualises four distinct pathways unifying SMIs' efforts in the service failure recovery process.

Findings

The emergent model illustrates how source credibility and message content moderate service failure severity and speed of recovery. The insights gained from this study model contribute to research on the pivotal uniqueness of SMIs in service failure recovery processes and offer practical explanations of variations in the implementation of influencer marketing. This study examines a perspective of SMIs that considers the cycle of their influence on customers through service failure and recovery.

Originality/value

The study suggests that negative reactions towards service failure and recovery are reduced if customers have a relationship with influencers prior to the service failure and recovery compared with the reactions of customers who do not have a relationship with the influencer.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Book part
Publication date: 18 October 2014

Kerry E. Howell and Rory Shand

Europeanization involves institutional development as well as the adaptation of Member States policy and regulation towards EU directed expectations and transformations.

Abstract

Purpose

Europeanization involves institutional development as well as the adaptation of Member States policy and regulation towards EU directed expectations and transformations.

Design/methodology/approach

Europeanization provides a means of mapping, analysing changes and enables a starting point for developing leadership strategies within the EU.

Findings

Through discourse, leaders in the EU and Member States continue to consider issues relating to late capitalism, democratic accountability and the efficiency and effectiveness of socio-economic models and problems regarding these when assessing the changing role of the nation-state in a transforming global environment.

Research limitations/implications

Even though a transformation in leadership and discourse became apparent to ensure the continuation of the Eurozone the research does not clearly map how far treaty amendments will enable closer fiscal and political integration.

Originality/value

Europeanization is conceptualised on a number of different levels; initially it may be considered as an extension of ideas relating to civil constitution and international law through recognition and dialectical or transformational discourse. Second, Europeanization may be seen as the means by which EU polity provisions affect Member States or as an important mechanism for the development of EU structures/institutions and cultural transformation. Through transformations in discourse propagated by the leadership an intensification of Europeanization in terms of content, mechanism and processes became apparent.

Details

European Public Leadership in Crisis?
Type: Book
ISBN: 978-1-78350-901-0

Keywords

Article
Publication date: 28 October 2013

Mohamed Karim Sorour and Kerry E. Howell

The purpose of this paper is to investigate corporate governance (CG) practices of banking organizations in Egypt and seeks to understand the extent these can be considered…

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Abstract

Purpose

The purpose of this paper is to investigate corporate governance (CG) practices of banking organizations in Egypt and seeks to understand the extent these can be considered socially constructed phenomenon.

Design/methodology/approach

Through a qualitative research design underpinned by a combination of phenomenological and social constructivist paradigms the paper undertakes a grounded theory study of CG in a specific context (the Egyptian banking sector). The paper is based on a survey and 58 semi-structured interviews.

Findings

CG as a dynamic and context-based phenomenon, which requires a processual mode of analysis rather than the widely accepted static approach. Empirical evidence that concerns whether the adoption of CG is based on achieving legitimacy is provided, which identifies that this is difficult to understand through traditional shareholder-stakeholder theories; economic rationality and efficiency fail to fully explain CG and investigation requires phenomenological constructivist approaches. Relationships between substantive and formal theories are identified and explored.

Practical implications

Identification of the structural factors affecting CG in Egyptian banking, the processes involved for its handling and the consequences of the interaction between these areas provide policy-makers with an in-depth understanding which is necessary for effective governance reform. Through memos, coding and categorization the relationships between substantive theory and practice are rendered explicit.

Originality/value

The paper demonstrates that through a phenomenological constructivist perspective a qualitative research design can offer new insights into CG phenomenon. The paper heeds calls for empirical research in CG that takes into account the institutional environment within which it is embedded.

Details

Qualitative Research Journal, vol. 13 no. 3
Type: Research Article
ISSN: 1443-9883

Keywords

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