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1 – 10 of over 1000Literature 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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Practical implications
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.
Originality/value
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.
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Jae-Pil Ha, Mary A Hums and Chris T Greenwell
This study examines the effect of four acculturation strategies (integration, assimilation, separation and marginalisation) on identification with andconsumption of American…
Abstract
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.
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Jae-Pil Ha, Mary Hums and T. Christopher Greenwell
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
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M. Pons and P. Le Quéré
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Practical implications
The domain where the thermodynamic Boussinesq model must be used encompasses configurations relevant to building engineering.
Originality/value
Exact second‐law analyses can be developed with the so‐corrected model.
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Robyn Ouschan, Jillian Sweeney and Lester Johnson
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…
Abstract
Purpose
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.
Design/methodology/approach
A comprehensive mail survey of adults registered with one of four different chronic illness associations in Australia was conducted to collect the data.
Findings
The structural equation modelling results show that patients are more trusting of and committed to physicians who adopt an empowering communication style with them.
Research limitations/implications
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.
Practical implications
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.
Originality/value
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.
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Anne-Marie Lebrun, Quentin Neveu and Patrick Bouchet
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…
Abstract
Purpose
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.
Design/methodology/approach
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
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.
Originality/value
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.
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Namin Kim and Moonkyu Lee
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.
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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).
Practical Implications
The study provides a rationale for service providers to strategically manage their customers. It also gives guidelines of how customers should be “managed”.
Originality/value
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.
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Physician profiling is the comparison of physician practice patterns to determine the existence and effects of significant differences in outcomes. To optimize care quality, these…
Abstract
Physician profiling is the comparison of physician practice patterns to determine the existence and effects of significant differences in outcomes. To optimize care quality, these comparisons can be used to influence provider behavior through awareness when outcomes are poor or do not warrant provider expenditures. To maximize the value of such a technique, the underlying bases for comparison and the uses of derived data must be understood. Several factors must be considered or controlled for when determining comparable providers. Additionally, the worth or significance of findings must also be understood. This paper seeks to provide information in these two areas for the benefit of those responsible for managing care at all levels.
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High temperature oxidation and hot corrosion behaviour of some ceramic‐based coatings, e.g. borate, silicate‐chromate and carbide‐oxide on mild steel has been investigated in the…
Abstract
High temperature oxidation and hot corrosion behaviour of some ceramic‐based coatings, e.g. borate, silicate‐chromate and carbide‐oxide on mild steel has been investigated in the temperature range of 400–850°C. The coated steel in general shows much better oxidation and hot corrosion resistance than the uncoated steel specially at higher temperatures. The borate coating has better hot corrosion resistance performance between 700 and 800°C whereas silicate‐chromate is suitable at temperatures above 800°C. The coated steels show parabolic behaviour during oxidation. In presence of Na2SO4, the corrosion rate increases with increasing salt concentration till a maxima is reached. The amount of Na2SO4 corresponding to the maximum corrosion rate decreases with increasing temperature. A self‐sustained fluxing cum sulphidation mechanism has been proposed to explain hot corrosion behaviour of uncoated or coated mild steel.
Syeda Wajiha Kazmi and Syeda Tuba Javaid
This study aims to investigate the impact of three determinants of organizational identification (OID) on employee performance (EP) in the context of private business institutions.
Abstract
Purpose
This study aims to investigate the impact of three determinants of organizational identification (OID) on employee performance (EP) in the context of private business institutions.
Design/methodology/approach
A sample of 175 permanent faculty members from four top universities in Karachi, Pakistan, was interviewed using a five-point Likert scale questionnaire. The data were inserted in SPSS 22 and SmartPLS v 3.2 for performing the analysis.
Findings
Results of the study showed a significant effect in perceived supervisor support on OID; OID; job satisfaction and EP; and mediating relationship. Conversely, an insignificant effect was observed in workplace incivility.
Research limitations/implications
It is highly recommended that organizations work on the areas that lead to enhancing their employees’ performance. Also, human resource should create a healthy culture that promotes initiatives, open-door policies and discourages power distance. Lastly, one of the key responsibilities of management is to strengthen their OID because employees are more likely to identify with their supervisors if they invest in the organizations they work for.
Practical implications
This study will help strengthen the relationship between supervisors and university employees. It will guide the supervisors to acknowledge and appreciate the efforts of their subordinates and develop recreational policies and employee engagement activities. In addition, it will help develop a conducive environment and enhance the quality of education in the university and the society.
Originality/value
Understanding the determinants of OID on EP in the educational context is very important as it enhances the quality of EP and the overall quality of education of the institution.
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