Search results

Literature in brand extensions has relied greatly on categorization theory and on prototypical models of categorization to explain the affect transfer from a parent brand to its extensions. Drawing on the range theory exemplar models of categorization, this paper aims to show the effects of parent brand endpoint prices on consumer judgments of vertical line extensions.

Three experiments have been conducted. Experiment 1 tests the hypothesis that consumers rely on the parent brand price range when making judgments of an upscale extension. Experiment 2 tests the hypothesis that the effect of price range on extension evaluation is mediated by perceived risks for upscale extensions but not downscale extensions. The final experiment shows a boundary condition to the product line range effect on upscale extensions.

This research shows that upscale extensions are judged more favorably in the context of a wide versus a narrow product line even when the highest endpoints in both product lines are equally close to the extension and that this effect is mediated by perceived consistency and perceived risk. The range effect disappears, however, when consumers have a broad focus in which attention shifts to category endpoint prices, making parent brand prices less diagnostic of upscale extension judgments.

Managers may display a wider range of products and/or reduce prices of low-end models to expand product line price width. In consequence, low-end products become more competitive in terms of price and at the same time improve favorability ratings of the new upscale product.

Vertical line extensions and product line pricing are important topics to both academics and practitioners. Nonetheless, this is the first research to demonstrate how product line price width can influence consumer perceptions of vertical line extensions.

This study examines the effect of four acculturation strategies (integration, assimilation, separation and marginalisation) on identification with and consumption of American football for the Asian population in the United States. Using Berry's (1990, 1997) bi-dimensional model of acculturation as a theoretical framework, significant differences (based on the four acculturation strategies) between football identification and consumption were found. In addition, this study examines the relationships between acculturation, ethnic identity, identification with, and consumption of, the sport among the Asian population. The results indicate that acculturation plays a significant role in explaining participants' identification with, and consumption of, the sport, whereas ethnic identity does not.

Despite the remarkable economic power and rapid growth of the Asian population in the USA, relatively little attention has been paid to this group in the sport management literature compared to African-Americans and Hispanics. In addition, sport management scholars have paid limited attention to two important cultural factors: ethnic identity and acculturation. The paper aims to discuss this issue.

This study attempted to examine a comprehensive sport consumption model for Asians by testing theoretical relationships between these two cultural factors (ethnic identity and acculturation), fan identification, and sport consumption behavior.

The structural equation modeling results indicated that ethnic identity indirectly affected consumption of sport products reflecting attributes of a native country, e.g. ethnic player popular sports in a native country through identification with the sport products. In contrast acculturation indirectly affected consumption of sport products reflecting attributes of a host country, e.g. popular sports in a host country.

The results of this study provide implications on how sport marketers should effectively design sport products based on the Asians’ levels of acculturation and ethnic identity.

This paper aims to present and then resolve the thermodynamic inconsistencies inherent in the usual Boussinesq model, especially with respect to the second law, and to highlight the effects of the correction.

The Boussinesq model (i.e. still assuming ▽v=0) is made thermodynamically consistent by maintaining in the heat equation, primarily the work of pressure forces, secondarily the heat generated by viscous friction. Numerically speaking, the modifications are very easy and hardly affect the computing time. However, new non‐dimensional parameters arise, especially the non‐dimensional adiabatic temperature gradient, ϕ.

There are presented and interpreted results of systematic numerical simulations done for a two‐dimensional square differentially‐heated cavity filled with air at 300K, with Rayleigh number ranging from 3,000 to 10⁸ and ϕ ranging from 10⁻³ to 2. All configurations are stationary and the fluid is far from its critical state. Nevertheless, the pressure‐work effect (similar to the piston effect) enhances the heat transfer while diminishing the convection intensity. The magnitude of this effect is non‐negligible as soon as ϕ reaches 0.02.

The domain where the thermodynamic Boussinesq model must be used encompasses configurations relevant to building engineering.

Exact second‐law analyses can be developed with the so‐corrected model.

The consumer behaviour literature is evolving towards the assumption that products are inherently experiential bundles, and after all, all businesses are operating within the experienced economy. Experiences are much more advantageous for the consumers because they advance happiness or enjoyment of life (instead of survival or maintenance). Experiential purchases lead to greater happiness levels compared to material purchases. Reliance on materialism and material purchases is shown to be the reason of low happiness levels in even the most affluent countries.

In this chapter, based on theoretical as well as empirical papers, I analyse experiences and the consumption of experiences in the Turkish context. The arguments are supported by up-to-date market analysis of related industries conducted by independent market research agencies. The first section looks at the rise of experientialism in retail industries, such as in the case of shopping malls. The following sections touch upon main experiential categories such as tourism, dining and sports. Finally, the social aspects of experiences are discussed in the context of third-place experiences, and some empirical findings are presented. The chapter concludes with some recommendations for practitioners, experience designers, service providers as well as researchers.

This chapter addresses the current state of librarian participation in the global lesbian, gay, bisexual, transgender, and queer+ (LGBTQ+) Wikipedia engagement efforts and proposes an extended librarian advocacy to advance LGBTQ+ rights and concerns. The author provides a brief history of global LGBTQ+ Wikipedia engagement, librarian involvement in Wikipedia, and librarian participation in global LGBTQ+ Wikipedia initiatives. In the process, the author examines the underrepresentation and invisibility of librarians in global LGBTQ+ Wikipedia engagement efforts and Wikipedia initiatives in general, as well as the barriers that librarians face in becoming active Wikipedian librarians. Based on a review of the literature, the analysis of data gathered from Wikipedia, and the author’s own experiences as an LGBTQ+ Wikipedian librarian, the author recommends strategies for librarians to advocate for and include global LGBTQ+ Wikipedia engagement in their professional practice.

Several trends such as improved access to health care information via the internet, the growth of self‐help groups and expenditure on alternative medicine signals consumers are taking an active role in their own health management. Chronic illnesses such as diabetes and asthma require a significant amount of self‐management and thus call for a collaborative patient‐physician relationship. This study explores whether empowering patient‐physician consultations measured through three patient empowerment dimensions (patient control, patient participation, physician support) enhance patients trust in and commitment to their physician.

A comprehensive mail survey of adults registered with one of four different chronic illness associations in Australia was conducted to collect the data.

The structural equation modelling results show that patients are more trusting of and committed to physicians who adopt an empowering communication style with them.

This study focuses on the Australian healthcare context. Thus, future multinational studies should explore suitable strategies to empower healthcare consumers that build on the constraints placed by diverse healthcare systems.

In a managed health care and cost cutting climate where patient trust is deteriorating, these findings suggest that empowering patients presents a means to improve the patient‐physician relationship.

Whilst numerous marketing scholars have researched the empowerment of staff, there is a shortage of studies that address the meaning and outcomes of consumer empowerment. This study proposes a unique communication based consumer empowerment construct which is shown to impact on consumer‐service provider relationships.

The objective of this research is to understand and compare the perceived brand positioning of two football megabrands (Adidas and Nike) for a specific social group, the registered amateur football players in France, using the social representation theory (SRT) as the theoretical framework and the free word associations as the main method.

A survey was conducted through face-to-face questionnaire among a convenience sample of registered amateur football players in France (n = 362) and for which 52 percent chose Adidas and 48 percent Nike.

Findings demonstrated that Adidas and Nike have a different perceived brand positioning for the registered amateur football players in France. Adidas is perceived as more typical and positioned “inside the football ground” through main characteristics of its football goods for training and competition. Nike is more positioned “outside the football ground” through their sportswear goods for daily life and fashion.

The interest of this research is to be primarily inductive and focus on a specific group (membership of registered amateur football players) to understand the perceived brand positioning in the football market. The method allows activating the belonging with this group (higher level of practice with these brands) by using the SRT method of free word associations. Thanks to this original approach, results could help managers of Nike and Adidas reinforce their brand positioning and gain market share, as well as build their specific brand community like both megabrands did for the runners in France.

The purpose of this paper is to identify how the mere presence of other customers in a service encounter influences customers' evaluations of restaurant services.

Phenomenological interviews were used to reveal the dimensions of other customers and to develop hypotheses on the moderating variables that influence the effect of other customers. A scenario‐based experiment was used to test the hypotheses.

The analysis reveals that “other customers” is a multidimensional construct consisting of number, age, gender, appearance, attire, and public behavior. Also, the importance of each dimension varies according to situational variables such as evaluation stages (pre‐ versus post‐encounter stages), the context of a visit (task‐ versus recreational‐orientations), and the quality‐related risks (high versus low).

The study provides a rationale for service providers to strategically manage their customers. It also gives guidelines of how customers should be “managed”.

The present study is meaningful in the sense that it is one of the first empirical studies which concentrated on the passive role (mere presence) of other customers in a service encounter. The dimensions of other customers and the moderating variables revealed are expected to stimulate further research in the area.