Search results

This paper aims to test the 100‐days rapid change model for African public water utilities.

A case study is conducted of three 100‐days rapid change programs in public water utilities in Uganda, Tanzania and Zambia.

The study finds that the 100‐days rapid change model is partly applicable to the African public water sector, given the right conditions.

The findings compose a motive and guidance for policy makers and public sector managers in developing countries to undertake 100‐days rapid change programs.

To date, no research is available on 100‐days rapid change programs in public water utilities from developing countries.

Understanding consumer engagement in brand-centric collectives remains a critical area of interest in the branding literature. Although various antecedents have been examined in prior research, members’ perceptions regarding how society evaluates such collectives remain under-explored. Focusing on brand tribes as the focal brand-centric consumer collective, the aim of this research is to examine and replicate the effects of inferences regarding societal approval (i.e. reputation, stigma and legitimacy) on members’ commitment to the tribe and brand tribalism.

Two distinct video game communities – one typically described in research and media as mainstream (Study 1; N = 242) and the other as deviant (Study 2; N = 926) – are used for data collection. Structural equation modeling is used to test hypotheses.

Interestingly, the significance and the direction of the paths differ meaningfully for these samples. For the mainstream community, reputation relates positively to legitimacy, while stigma relates inversely to both legitimacy and commitment. For the deviant community, reputation relates positively to legitimacy, while stigma relates positively to both legitimacy and commitment. For the mainstream community, reputation relates positively to commitment; for the deviant community, this relationship is non-significant. In turn, positive effects are found for legitimacy and commitment on brand tribalism (mainstream community) and for commitment on brand tribalism (deviant community).

Using data from video gamers within mainstream and deviant communities may constrain external validity. As effect sizes in this setting are cognized, researchers have additional benchmarks for future brand tribalism research.

Perceived societal approval influences engagement in brand communities, albeit in different ways depending on the type of community. Therefore, perceptions of societal approval among current and potential brand community members must be acknowledged and understood by marketers. Within mainstream and deviant video game communities, such tribal-laden following exists. By further understanding determinants of brand tribalism, marketers and brand managers are in a better position to devise adroit strategies that appeal to targeted consumers, thereby boosting brand value.

Conceptualizing brand tribalism anthropologically, this study adds to the branding literature by examining cardinal, brand community/tribe-linked antecedents of brand tribalism, whereas previous study explores brand tribalism from the perspective of members’ evaluation of focal brands and existing community members. This investigation is fixated on members’ perceptions of societal impressions of the brand tribe, offering novel insight to brand tribe formation. Further, although pure replication is pursued, the results of the path analysis between the mainstream and deviant community samples vary, suggesting not all tribes are formed equally even within the same industry/context.

The purpose of this paper is to explore and replicate the indirect effect of smartphone brand tribalism on purchase intent via brand pride and brand attitude.

Using survey data from 190 US (Study 1) and 432 Qatari (Study 2) smartphone consumers, path analysis is used to evaluate the hypotheses.

For these disparate samples, only the defense of the tribal brand dimension of brand tribalism influences brand pride, which in turn leads to a sequential process of brand attitude and purchase intention.

Using only smartphone data from the USA and Qatar may hinder external validity. As effect sizes in this context are understood, researchers have additional benchmarks for future brand tribalism and brand pride research.

The psychological underpinning and presence of brand tribes in society cannot be overlooked by strategists. Such tribal-laden following is too evident within smartphone communities. By further understanding the effect of brand tribalism on brand pride and subsequent attitudinal response and behavioral intent, marketers and brand leaders are in an improved position to develop strategies that appeal to targeted customers, ultimately growing and strengthening their brand value.

Supported by the anthropological view of brand tribalism, this paper contributes to the branding literature by examining the indirect effect of brand tribalism on purchase intention via brand pride and brand attitude. The posited model, previously untested and replicated here across two ethnically diverse samples, shows more explanatory power for defense of the tribal brand on brand pride as compared to the other brand tribalism dimensions. A novel and valid, multi-item brand pride measure is also developed.

Companies should move beyond product attribute positioning to fostering affective-laden relationships with customers, as customers often want to feel engaged with the brand they purchase. These brand tribal members share something emotively more than mere brand ownership. As measures of brand engagement continue to evolve, proven instruments measuring brand tribalism and studies investigating its explanatory power are limited. The purpose of this paper is to help fill this research fissure by offering a three-study approach, leaning on Sahlin's anthropological theory of segmented lineage.

In Study 1, the authors develop and evaluate the measurement properties of a brand tribalism scale. Using survey data in Study 2 and Study 3, the applicability of brand tribalism on brand-response variables across two technological contexts is examined.

Data drawn from ordinary brand users confirm scale validity while questioning the efficacy of communal social structures to affect brand attitude and repurchase intentions.

Moving consumers from occasional brand users to members of their brand tribe should be one of many company objectives. The studies here offer acumen as to why such objectives should be pursued and how they can be met.

The data from the three studies lend insight to the importance of brand tribalism, its measurement properties, and raise issues regarding its effect on key brand-related outcomes.

Brands can imbue unique meaning to consumers, and such meaning and personal experience with a brand can create an emotional connection and relationship between the consumer and the brand. Just as many service providers have adopted branding strategies, marketers are branding the health care service experience. Health care is an intimate service experience and emotions play an integral role in health care decision making. The purpose of this paper is to examine how emotional or affect-based consumer brand relationships are developed for health care organizations.

Empirical evidence from both depth interviews and data garnered from 322 surveys were integrated into a conceptual model. The model was tested using structural equation modeling.

Results indicate that trust, referent influence and corporate social responsibility are key variables in establishing affective commitment in consumer brand relationships in a health care context. Once affective commitment is achieved, consumers may come to identify with the health care provider's brand and a self-brand connection is formed. When such a phenomenon takes place, consumers can serve as advocates for the brand by actively promoting it via word-of-mouth.

The findings provide insight for marketing managers in developing successful branding strategies for health care organizations.

This research examines the advantages of cultivating meaningful brand connections and relationships with consumers in a health care context.

Daring to challenge the status quo impacts innovation. Yet, successful outcomes depend on individual risk-taking and choice to influence others to support new ideas. This Challenging the Status Quo exercise illustrates how leaders use power and influencing tactics to challenge norms by analyzing Donald Trump’s journey as the 45^th U.S. President to defy experts and successfully influence followers to support his non-traditional candidacy: businessman lacking political experience becoming leader of the free world. Through integrating videoclips and polls, instructors make power visible, relevant, and thought-provoking as students apply power theory and influencing tactics perspectives to analyze (a) how leaders impact followers’ perceptions, (b) students mutual-influencing strategies, (c) power’s relationship with social identity and privilege, and (d) social impact on innovation via activism and free speech.

The purpose of this paper is to compare two brand posts with the different content created by a celebrity (emotional content vs rational content) on Instagram and their effects on users’ willingness to use offline word of mouth (WOM) and electronic WOM (eWOM). The research model also consists of product involvement as the moderator.

Based on the results of the pretest stages, the study included two stimuli, and respondents were presented with two different brand posts (i.e. two manipulated pictures and texts on the Instagram frame). A two-group comparison (positive emotional brand post vs negative rational brand post) between-subjects experiment (n = 214) was conducted.

The results indicate that WOM and eWOM are more affected by a celebrity’s emotional brand post than a celebrity’s rational brand post. Furthermore, both types of WOM are more affected through high product involvement enhanced by a celebrity’s rational brand post than through high product involvement boosted by a celebrity’s emotional brand post.

Managerial implications for social media marketing and Instagram celebrity-based branding are provided. Practical implications are also provided in the form of evidence of how the impacts of two different brand posts on positive offline WOM and eWOM are affected differently through the moderation of product involvement.

The research argues for theoretical implications for the marketing literature on celebrity endorsements. The study also tests one moderating effect on the relationship between brand post content and WOM and eWOM.

El propósito de este trabajo es comparar dos posts de marcas con diferente contenido creado por una celebridad (contenido emocional vs. contenido racional) en Instagram y sus efectos en la disposición de los usuarios a utilizar WOM y eWOM. El modelo de investigación también incluye la implicación del producto como moderador.

Sobre la base de los resultados de las etapas de prueba previa, el estudio incluyó dos estímulos, y a los encuestados se les presentaron dos publicaciones de marca diferentes (es decir, dos imágenes y textos manipulados en el marco de Instagram). Se realizó un experimento entre sujetos (n = 214) de comparación de dos grupos (post de marca emocional positivo frente a post de marca racional negativo).

Los resultados indican que el WOM y el eWOM se ven más afectados por el post emocional de la marca de un famoso que por el post racional de la marca de un famoso. Además, ambos tipos de boca a boca se ven más afectados por la alta implicación del producto potenciada por el post racional de la marca de un famoso que por la alta implicación del producto potenciada por el post emocional de la marca de un famoso.

se ofrecen implicaciones de gestión para el marketing en las redes sociales y el branding basado en los famosos de Instagram. Las implicaciones prácticas también se proporcionan en forma de evidencia de cómo los impactos de dos publicaciones de marca diferentes en el WOM positivo y el eWOM se ven afectados de manera diferente a través de la moderación de la implicación con el producto.

La investigación aporta implicaciones teóricas para la literatura de marketing sobre el patrocinio de los famosos. El estudio también prueba un efecto moderador en la relación entre el contenido de los posts de marca y el WOM y el eWOM.

本文旨在比较Instagram上两个由名人创作的不同内容的品牌帖子（感性内容Vs.理性内容）, 以及其对用户使用线下口碑（WOM）和电子口碑（eWOM）意愿的影响。该研究模型还包括产品涉入作为调节变量。

研究包括两个刺激物, 受访者被呈现两个不同的品牌帖子(即Instagram框架上的两个被操纵的图片和文字)。进行了两组比较(积极感性品牌帖子vs. 消极理性品牌帖子) 的主体间实验 (n = 214) 。

结果表明, 与名人的理性品牌帖子相比, WOM和eWOM受名人感性品牌帖子的影响更大。此外, 这两种类型的口碑通过名人的理性品牌帖子所增强的高产品涉入度比通过名人的感性品牌帖子所增强的高产品涉入度受到的影响更大。

提供了对社交媒体营销和Instagram名人品牌的管理意义。研究还提供了实际意义, 证明了两种不同的品牌帖子对积极的WOM和eWOM的影响是如何通过产品涉入度的调节而不同的。

该研究论证了名人代言的营销文献的理论意义。该研究还检验了品牌帖子内容与WOM和eWOM之间关系的调节效应。

This research investigates and conceptualizes non-dyadic human–robot interactions (HRI).

The authors conducted a netnographic study of the Facebook group called “iRobot – Roomba,” an online brand community dedicated to Roomba vacuums. Their data analysis employed an abductive approach, which extended the grounded theory method.

Dyadic portrayals of human–robot interactions can be expanded to consider other actants that are relevant to the consumption experiences of consumer robots. Not only humans but also nonhumans, such as an online brand community, have a meaningful role to play in shaping interactions between humans and robots.

The present study moves theoretical discussions on HRI from the individual level grounded in a purely psychological approach to a more collective and sociocultural approach.

If managers do not have a proper assessment of human–robot interactions that considers different actants and their role in the socio-technical arrangement, they will find it more challenging to design and suggest new consumption experiences.

Unlike most previous marketing and consumer research on human–robot interactions, we show that different actants exert agency in different ways, at different times and with different socio-technical arrangements.

The purpose of this study is to understand how and why consumers engage in market-shaping activities on behalf of firms.

This study uses a combination of archival, netnographic and interview methods to examine how consumers responded to the entry of Tesla into the U.S. automotive market.

Consumers are driven to engage in supportive institutional work by the culturally resonant ideologies embodied in Tesla’s strategic orientation. This work takes both discursive and practical forms and sees consumers adopting responsibilities typically associated with other actors, including activists and sales professionals.

In developing an account of an understudied phenomenon – consumers’ firm-supportive market shaping – this research extends theorization around institutional work and cultural branding.

The purpose of this paper is to explore the indirect effect of smartphone-brand tribalism on the need for achievement.

Using survey data from 272 South Korean respondents, path analysis is used to evaluate the hypotheses.

Only the sense of community dimension of brand tribalism affects brand pride (P_RIDE), which in turn leads to a sequential process of brand attitude, purchase intention, and need for achievement (N_ACHIEVE).

South Korean data may confine generalizability. As effect sizes in this context are understood, researchers have an additional benchmark for future brand tribalism and P_RIDE research.

The psychological underpinning and, the presence of brand tribes in society cannot be overlooked by strategists. Such tribal-laden following is also evident within smartphone communities. By further understanding brand tribalism outcomes, marketers and brand leaders are in an improved position to develop strategies that appeal to targeted customers, ultimately growing and strengthening their brand tribes.

Supported by the anthropological view of brand tribalism, this research contributes to the branding literature by examining the indirect effects of brand tribalism on the N_ACHIEVE through brand-related attitudes and behavioral intentions. Where previous research using westerners indicates the explanatory power of defense of the tribe on brand-related factors, no effect in this regard is found here using eastern smartphone consumers.