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1 – 6 of 6Vikas Kumar and Vikrant Kaushal
With the increasing competition and rise in the number of brands in almost every product category, consumers need help to figure out authentic brands. Thus, it becomes imperative…
Abstract
Purpose
With the increasing competition and rise in the number of brands in almost every product category, consumers need help to figure out authentic brands. Thus, it becomes imperative for marketers to examine the factors that influence the perceptions of brand authenticity (PBA) and its favorable outcomes for the brand. This paper aims to explore the critical antecedents (i.e. “brand heritage” and “brand nostalgia”) and consequences [i.e. “consumer brand engagement” (CBE) and “perceived brand ownership” (PBO)] of PBA in this study.
Design/methodology/approach
In total, 368 responses were collected online through a self-administered survey method and were analyzed using structural equation modeling in AMOS v 25.
Findings
The findings reveal that both brand heritage and brand nostalgia can affect PBA. In addition, PBA engenders CBE and PBO among consumers toward the brand.
Practical implications
The study findings help the marketers to find ways to induce authenticity perceptions among consumers about their brands, which can further translate into PBO and CBE.
Originality/value
This study empirically verifies a model to enhance PBA through brand heritage and nostalgia. Further, it explores CBE and PBO as the potential outcomes of PBA.
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Christy Craig, Emily Oertling, Twyla Hill and Cheyla Clawson
This collaborative paper presents three case studies on four scholars' experiences with remote data collection. The authors highlight the challenges and strengths of online…
Abstract
Purpose
This collaborative paper presents three case studies on four scholars' experiences with remote data collection. The authors highlight the challenges and strengths of online qualitative research across three disparate projects: an interdisciplinary exploration of matrilineal heritage, an examination of Irish women's sexual identity and an investigation of dress practices among Tz'utujil-Maya.
Design/methodology/approach
Qualitative researchers traditionally go into the field to explore and understand social phenomena. At the onset of the COVID-19 pandemic, while people faced the daily realities of a worldwide crisis from within their homes, remote data collection became a necessary strategy to pursue knowledge. As a result, researchers adapted to unknowns regarding recruiting, scheduling, technology, interviewing and analysis.
Findings
Participant and researcher experiences during the adaptation to remote interviewing yielded important lessons on research strategies.
Originality/value
Outcomes from these studies highlight the potential value of online data collection alongside the necessity for flexibility in designing and conducting qualitative research.
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Lydia Mähnert, Caroline Meyer, Ulrich R. Orth and Gregory M. Rose
The purpose of this paper is to examine how users on social media view brands with a heritage. Consumers commonly post opinions and accounts of their experiences with brands on…
Abstract
Purpose
The purpose of this paper is to examine how users on social media view brands with a heritage. Consumers commonly post opinions and accounts of their experiences with brands on social media. Such consumer-generated content may or may not overlap with content desired by brand managers. Drawing from “The medium is the message” paradigm, this study text-mines user narratives on Twitter1 to shed light on the role of social media in shaping public images of brands with heritage through the lens of the stereotype content model.
Design/methodology/approach
The study uses a data set of almost 80,000 unique tweets on 12 brands across six categories, compares brands high versus low in heritage and combines dictionary-based content analysis with sentiment analysis.
Findings
The results indicate that both user-generated content and sentiment are significantly more positive for brands low rather than high in heritage. Regarding warmth, consumers use significantly more positive words on sociability and fewer negative words on morality for brands low rather than high in heritage. Regarding competence, tweets include more positive words on assertiveness and ability for low-heritage brands. Finally, overall sentiment is more positive for brands low rather than high in heritage.
Practical implications
Important from co-creation and integrated marketing communication perspectives, the findings provide brand managers with actionable insights on how to more effectively use social media.
Originality/value
To the best of the authors’ knowledge, this research is among the first to examine user-generated content in a brand heritage context. It demonstrates that heritage brands, with their longevity and strong links to the past, need to be aware of how contemporary social media can detract from their image.
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V.G. Girish, Anindita Saha, R. Rex Immanuel and Bona Kim
The study aims to analyse the structural relationships of authenticity, health concern and sustainable intelligence in the farm restaurant context. Different types of restaurants…
Abstract
Purpose
The study aims to analyse the structural relationships of authenticity, health concern and sustainable intelligence in the farm restaurant context. Different types of restaurants have been targeted to understand consumer behaviour; however, the behavioural intention of visitors dining at the farm restaurants was rarely explored.
Design/methodology/approach
With the backdrop of the theory of planned behaviour (TPB), this study highlights the understanding, particularly on personal values associated with the behavioural intention of consumers visiting the farm restaurant. Data were collected, circulating questionnaires onsite and online at a farm restaurant. Structural equation modelling was employed to analyse the data.
Findings
Study findings reveal that personal values such as authenticity, health concern and sustainable intelligence positively influence the mediating constructs of TPB towards behavioural intention to revisit the farm restaurant.
Originality/value
This research might be the first one, exclusively focused on understanding the behavioural intention of the consumers visiting the farm restaurant, based on their personal values. This study specifically enriches the farm restaurant literature from the academic perspective and offers insights to farm restaurant owners and managers about the priorities of the consumers visiting the farm restaurant.
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This paper aims to examine the effect of family control on corporate anticorruption disclosures of UK publicly listed firms and whether female board directors moderate the latter…
Abstract
Purpose
This paper aims to examine the effect of family control on corporate anticorruption disclosures of UK publicly listed firms and whether female board directors moderate the latter relationship.
Design/methodology/approach
This paper uses Poisson regression analysis for a sample of 1,546 FTSE 350 firm-year observations. Weighted least squares and propensity score matching are then used to assess the robustness of the findings.
Findings
The results show that family ownership and involvement are negatively associated with anticorruption disclosures. The tests of moderation indicate that female directors decrease the negative effect of family control on anticorruption disclosures.
Originality/value
To the best of the researcher’s knowledge, this paper is the first to investigate the impact of family control on anticorruption disclosures while taking into consideration the moderating effect of female directors.
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Martin Gutmann, Erik Jentges and Douglas MacKevett
The purpose of this paper is to describe an innovative approach to overcoming a common dilemma in designing negotiation simulations – that of situating a simulation in a real-life…
Abstract
Purpose
The purpose of this paper is to describe an innovative approach to overcoming a common dilemma in designing negotiation simulations – that of situating a simulation in a real-life or fictitious context. This binary choice, which the authors call the negotiation designer’s dilemma, has profound implications for the types of learning activities and outcomes that can be integrated into the overall learning experience. As a way of overcoming the trade-offs inherent in this dilemma, the authors developed what they term hybrid simulations, which blend elements of fact and fiction in its contextual design in a particular way.
Design/methodology/approach
The authors were part of a negotiation simulation design team that used Design Thinking to understand the negotiation designer’s dilemma and to prototype and test a corresponding solution.
Findings
This paper demonstrates the benefits, potential applications and the how-to of hybrid simulations within the context of two such simulations the authors have designed at two different Swiss business schools. This paper concludes by discussing the potential and limitations for the application of hybrid simulations, as well as areas of potential further development.
Originality/value
The concept of a hybrid negotiation is a novel design trick that can be used in a variety of negotiation simulation contexts.
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