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1 – 10 of 706Chia-Yang Chang, Kuen-Hung Tsai and Billy Sung
This paper examines the effect of market knowledge on market success of product innovativeness and the moderating role of absorptive capacity. We separated market knowledge into…
Abstract
Purpose
This paper examines the effect of market knowledge on market success of product innovativeness and the moderating role of absorptive capacity. We separated market knowledge into market diversity and market significance components and examined their effects on radical product innovation performance.
Design/methodology/approach
This paper adopted the secondary database study. Excluding cases with missing values of main variables, a total of 1,219 Taiwanese manufacturing firms from the Third Taiwan Technology Innovation Survey (TTIS3) database were used to test the hypotheses. A moderated hierarchical regression approach was utilized to analyze the data.
Findings
The results revealed that the relationship between market diversity and radical product innovation performance is a predominantly positive concave downward curve. In contrast, the relationship between market significance and radical product innovation performance is a predominantly negative concave downward curve. Furthermore, the results also indicated that absorptive capacity has different moderating effects on the relationships between market diversity/significance and radical product innovation performance. Absorptive capacity enhances the negative effect of market significance but suppresses the positive effect of market diversity on radical product innovation performance.
Originality/value
This paper is the first research which contributes to examining the relationship between market knowledge and radical product innovation sale performance.
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Divya Gogia, Sandeep Kumar Gupta and Priya Rathi
In highly competitive environments, sustainability positioning is crucial for firms, as they are evaluated based on their sustainable practices. This study aims to draw on the…
Abstract
Purpose
In highly competitive environments, sustainability positioning is crucial for firms, as they are evaluated based on their sustainable practices. This study aims to draw on the legitimacy and information asymmetry theories to explore attributes that impact business-to-business (B2B) sustainability positioning in emerging economies, such as India, within the service industry.
Design/methodology/approach
This study used a mixed-methods exploratory research design to examine the attributes affecting sustainability positioning. In the first phase of the study, a qualitative research method was used to explore the attributes influencing B2B sustainability positioning. In the second phase, this study used these factors to develop a structural model.
Findings
A variety of attributes was critical in assessing the sustainability positioning of B2B firms. This study identified a number of factors that explain the attributes affecting sustainability positioning in B2B markets. Some of them included environmental consciousness and external assurance.
Originality/value
This study significantly contributes to the theoretical discourse on sustainable practices in B2B businesses in multiple ways. First, it provides empirical data on the relationship between firms’ environmental consciousness and sustainability positioning in the B2B context, thereby adding to and expanding the current literature on this topic. Second, this study investigates the impact of external assurance on B2B firms’ sustainability positioning and shows how it can enhance credibility, transparency and accountability. Finally, it analyzes sustainable positioning in the service sector, specifically in India, thereby contributing to the body of knowledge on this topic.
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Mauro Cavallone, Andrea Pozzi, Philipp Wassler and Rocco Palumbo
The purpose of the paper is to analyze the supply and demand of marketing and communication consulting services and evaluate actual and perceived gaps.
Abstract
Purpose
The purpose of the paper is to analyze the supply and demand of marketing and communication consulting services and evaluate actual and perceived gaps.
Design/methodology/approach
The paper uses two different datasets to assess the gap. The supply database comes from desk research carried out in the province of Bergamo (n. 159 consulting agencies). The demand dates are the results of 100 structured interviews with local companies that requested marketing and communication consulting services both inside and outside the province.
Findings
Findings show that there is no significant shortage in local service supply. Nonetheless, a limited gap exists between the provision of specific services and their overall quality. Conversely, the perceived gap is wider, leading to an impression of scarce availability – a notion disproven by the analysis of the actual supply.
Practical implications
The study suggests that local agencies may overcome their “myopic” attitude and need to increase their visibility, competencies and expertise by investing in these areas and improving networking.
Originality/value
There are no previous studies that compare the supply and demand for marketing and communication consulting services. The paper also provides insights into actual and perceived gaps in a hypercompetitive environment.
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Rania B. Mostafa and Mohamed Sobhy Temerak
This paper aims to identify the mechanism through which consumer empowerment, created via the Facebook brand page (FBBP), is transformed into brand page stickiness. Specifically…
Abstract
Purpose
This paper aims to identify the mechanism through which consumer empowerment, created via the Facebook brand page (FBBP), is transformed into brand page stickiness. Specifically, a model examining the mediating role of FBBP experience and the moderating role of brand love is proposed and tested.
Design/methodology/approach
Data from 283 FBBP users were analyzed using structural equation modeling with partial least squares.
Findings
The findings reveal the positive effect of consumer empowerment and brand page experience on brand page stickiness. The mediating role of brand page experience and the moderating role of brand love were prominent in the consumer empowerment–brand page stickiness link.
Originality/value
This paper is novel in inaugurating the association between consumer empowerment and FBBP stickiness, which is mediated by brand experience and moderated with brand love. This paper enriches the understanding of how brand page stickiness can be enhanced in the social media context.
Practical implications
This paper guides managers to best utilize FBBP to create a pleasant experience and yield stickiness.
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Neringa Vilkaite - Vaitone, Sigita Kirse, Karina Adomaviciute - Sakalauske, Vytautas Dikcius and Ignas Zimaitis
This study aims to explore the use of gamification elements by micro and small e-tailers to enhance customer loyalty. Additionally, this research seeks to identify the most…
Abstract
Purpose
This study aims to explore the use of gamification elements by micro and small e-tailers to enhance customer loyalty. Additionally, this research seeks to identify the most promising gamification elements that can be utilised for this purpose.
Design/methodology/approach
The authors adopt a qualitative approach to examine the impact of gamification on online customer loyalty to micro and small e-tailers. Data were gathered using a combination of two types of expert interviews. Semi-structured interviews were held with micro and small e-tailers while large e-tailers served as the control group. Structured interviews based on multi-criteria decision analysis (MCDA) models were conducted to determine the most promising gamification elements.
Findings
The content analysis reveals that gamification has significant potential for fostering customer loyalty and offering various other benefits. However, small e-tailers often refrain from implementing gamification solutions due to the resource requirements in terms of finances, time, information technology and human capital. By assigning weights as an essential step in MCDA models, the authors determined that badges, medals, quests, avatars and competitions are the most promising gamification options for small e-tailers’ efforts to enhance customer loyalty.
Originality/value
The study makes a unique contribution to the understanding of the usefulness of gamification in augmenting customer loyalty and identifying essential gamification elements for micro and small e-tailers.
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Padmali Rodrigo, Hina Khan and Naser Valaei
Despite the plethora of research into country-of-origin (COO) effects, research that investigates the cognitive structures behind elite consumers' preferences for foreign brands…
Abstract
Purpose
Despite the plethora of research into country-of-origin (COO) effects, research that investigates the cognitive structures behind elite consumers' preferences for foreign brands remains limited. Hence, this study aims to investigate the cognitive structures behind foreign brand preference among professional elites in Sri Lanka.
Design/methodology/approach
Using the means-end chain (MEC) theory as the theoretical lens and building on the findings of 30 laddering interviews (semi-structured), a survey was conducted among 311 professional elites to uncover the key elements of the cognitive structures behind foreign brand preference.
Findings
The findings revealed that the cognitive structures behind foreign brand preference are influenced by a bundle of brand attributes, brand consequences and personal values of elites', which significantly influence their attitudes towards foreign brands. Multi-group analysis further revealed that the relationship between brand attributes and attitudes significantly differs across Chinese and US COOs where the path coefficient is stronger for elites' preference for Chinese brands.
Originality/value
This study is the first of its kind to explore the COO effects on consumer cognitive structures. The findings contribute to MEC theory and shed light on the understanding towards elites' preference for foreign brands.
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Donia Waseem, Shijiao (Joseph) Chen, Zhenhua (Raymond) Xia, Nripendra P. Rana, Balkrushna Potdar and Khai Trieu Tran
In the online environment, consumers increasingly feel vulnerable due to firms’ expanding capabilities of collecting and using their data in an unsanctioned manner. Drawing from…
Abstract
Purpose
In the online environment, consumers increasingly feel vulnerable due to firms’ expanding capabilities of collecting and using their data in an unsanctioned manner. Drawing from gossip theory, this research focuses on two key suppressors of consumer vulnerability: transparency and control. Previous studies conceptualize transparency and control from rationalistic approaches that overlook individual experiences and present a unidimensional conceptualization. This research aims to understand how individuals interpret transparency and control concerning privacy vulnerability in the online environment. Additionally, it explores strategic approaches to communicating the value of transparency and control.
Design/methodology/approach
An interpretivism paradigm and phenomenology were adopted in the research design. Data were collected through semi-structured interviews with 41 participants, including consumers and experts, and analyzed through thematic analysis.
Findings
The findings identify key conceptual dimensions of transparency and control by adapting justice theory. They also reveal that firms can communicate assurance, functional, technical and social values of transparency and control to address consumer vulnerability.
Originality/value
This research makes the following contributions to the data privacy literature. The findings exhibit multidimensional and comprehensive conceptualizations of transparency and control, including user, firm and information perspectives. Additionally, the conceptual framework combines empirical insights from both experiencers and observers to offer an understanding of how transparency and control serve as justice mechanisms to effectively tackle the issue of unsanctioned transmission of personal information and subsequently address vulnerability. Lastly, the findings provide strategic approaches to communicating the value of transparency and control.
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Rahmad Solling Hamid, Imran Ukkas, Goso Goso, Abror Abror, Suhardi M. Anwar and Abdul Razak Munir
This study aims to investigate the role of social media in increasing trust, self-perceived creativity and millennial entrepreneurial satisfaction.
Abstract
Purpose
This study aims to investigate the role of social media in increasing trust, self-perceived creativity and millennial entrepreneurial satisfaction.
Design/methodology/approach
The empirical analysis was conducted using a sample of 385 millennial entrepreneurs that were recruited for online survey. After conducting reliability and validity tests, the data were analyzed using partial least squares structural equation modeling.
Findings
The results showed that the quality of social media information had a direct and indirect positive and significant effect on trust and satisfaction. Social media marketing activities had a direct and indirect positive and significant effect on trust and self-perceived creativity. System Quality of social media also has a significant direct influence on trust. However, there is no direct relationship to satisfaction. Finally, social media marketing activities have a significant direct effect on trust and satisfaction.
Practical implications
This research can contribute to marketing experts and millennial entrepreneurs in improving the quality of advertising information and the credibility of social media used to support creativity, trust and satisfaction. In addition, marketing experts and millennial entrepreneurs with online-based communities should optimize their marketing activities on social media.
Originality/value
This study has shown a more comprehensive model of the relationship between information quality, system quality, social media marketing activities, self-perceived creativity, trust and satisfaction. This study also reveals a significant direct and indirect effect of social media marketing activities on satisfaction.
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