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Article
Publication date: 15 August 2016

Atefeh Yazdanparast, Mathew Joseph and Fernanda Muniz

The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the…

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Abstract

Purpose

The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the study examines the role of consumer-brand social media experiences on attitude toward SMM activities of brands and its consequent impact on brand perceptions.

Design/methodology/approach

Paper-and-pencil surveys were administered to undergraduate students in a Southwestern university in exchange for extra credit. Survey questions were adapted from previously validated scales, and measurement adaptations were minimal and only related to the context of questions to assure their relevance with the context of this study. Bi-variate correlation, bootstrapping technique, Sobel test, ANOVA and linear regression were used to test the hypotheses.

Findings

The results indicate that brand-based SMM is essential in impacting consumers’ attitudes toward brands and consequently, CBBE reflected via perceived value for the cost, perceived uniqueness and the willingness to pay a price premium for a brand. Additionally, the main reason for individuals to use social media impacts their attitudes toward and receptiveness of SMM activities of brands.

Research limitations/implications

This study used a sample of college students to address the research questions. Considering the higher adoption rate and interest in social media among younger consumer groups, the results may not be representative of the entire population. Much of the existing research on social media, however, has focused on undergraduate college students and is primarily based on studies utilizing the similar research population.

Originality/value

The present research is one of the few studies that empirically examine the impact of consumer-brand interactions/experiences on consumers’ attitudes toward SMM activities of brands, as well as brand-related knowledge and perceptions as reflected by CBBE. The results indicate that the CBBE model of the twenty-first century should incorporate the role of brand-based SMM activities as facilitators of brand knowledge (i.e. brand awareness and brand image) by reinforcing or even shaping important brand-based associations.

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Young Consumers, vol. 17 no. 3
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 1 August 2001

Mathew Joseph, Beatriz Joseph, Simpson Poon and Roger Brookbank

The current Asian crisis has created awareness among Australian companies of the need to reassess their marketing strategy with the goal of becoming more competitive in…

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1153

Abstract

The current Asian crisis has created awareness among Australian companies of the need to reassess their marketing strategy with the goal of becoming more competitive in the market place. This study looks at strategy development among companies with the view of providing insight into the development process. A sample of 850 companies were contacted and 216 useable questionnaires were analysed (response rate of 21.4 per cent). Key findings and strategic implications are discussed .

Details

European Business Review, vol. 13 no. 4
Type: Research Article
ISSN: 0955-534X

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Article
Publication date: 4 February 2021

Danielle Hass, Ashley Hass and Mathew Joseph

Over the past decade, gamification’s popularity has broadened into many industries and has become embedded in consumers’ lives. As privacy protection and how firms utilize…

Abstract

Purpose

Over the past decade, gamification’s popularity has broadened into many industries and has become embedded in consumers’ lives. As privacy protection and how firms utilize users’ data has been at the forefront of consumers’ minds, practitioners and academics alike need to understand consumers’ perceptions of the ethics of gamification. This paper aims to explore and provide preliminary evidence on young consumers’ perceptions of gamification and the ethics involved in these strategies used by firms.

Design/methodology/approach

The authors conducted two studies using a mixed-methods approach to gain a foundational understanding of young consumers’ perceptions of gamification. In Study 1, interviews provided initial insights and helped inform an exploratory survey administered in Study 2 to 161 young consumers attending a university in the southwest region of the USA.

Findings

The findings indicate that consumers have positive attitudes toward gamification tactics as long as the rewards are sufficient. Further, consumers do not find gamification as unethical as long as they have control over having the ability to opt-in.

Originality/value

Previous research has examined gamification from several contexts including health care, education and the workplace. However, there is little research that focuses on gamification from the consumers’ perspective, specifically the young consumer. As more firms are using gamification tactics such as on their mobile applications, it is critical to understand how young consumers perceive gamification and how that can impact the consumer-brand relationship. This research offers two studies as a first step in investigating young consumers’ perceptions of gamification tactics firms use and offers several future directions.

Details

Young Consumers, vol. 22 no. 3
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 1 April 2003

Mathew Joseph and George Stone

The instalment of customer friendly technology (such as menu driven automated teller machines, telephone and Internet banking services) as a means of delivering…

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8117

Abstract

The instalment of customer friendly technology (such as menu driven automated teller machines, telephone and Internet banking services) as a means of delivering traditional banking services has become commonplace in recent years as a way of maintaining customer loyalty and increasing market share. Traditional brick and mortar banks are using technology to meet the competitive challenge posed by online banks, as well as a method of reducing the cost of providing services that were once delivered exclusively by bank personnel. The present research investigates some of the various roles technology plays in the US banking sector and how technology in general impacts the delivery of banking service. The authors developed a grid that might prove useful to bank managers when making decisions concerning the priority of implementation of service‐oriented technology. Key strategic implications are discussed to include ways banks can improve the level of technology‐based service they provide to their customers.

Details

International Journal of Retail & Distribution Management, vol. 31 no. 4
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 5 July 2018

Ashley Hass and Mathew Joseph

The purpose of this paper is to examine students’ perceptions of online vs traditional (face-to-face) course offerings at the business school of a liberal arts university…

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3730

Abstract

Purpose

The purpose of this paper is to examine students’ perceptions of online vs traditional (face-to-face) course offerings at the business school of a liberal arts university in southwest USA. The research compares perceptions of students who have been subjected to online education along with those who have not been exposed to online education and examines likelihood to take online courses.

Design/methodology/approach

Paper and pencil surveys were distributed in different classes in business classes at a university in southwest USA. The target group was undergraduate students.

Findings

The results indicate that overall, students have neutral perceptions about online courses, while favorable perceptions are strongly associated with likelihood to take online courses. Moreover, prior exposure with online courses is not a significant factor in forming favorable perceptions about online courses.

Research limitations/implications

The present research is limited in generalizability and the institution surveyed in the southwest region is new to online courses offering in their curriculum and not all the participants had prior experience with online courses.

Originality/value

Although this paper compares online education with traditional, another option for methods of education include hybrid models incorporating both. A possible third option not discussed through this research is a hybrid or blended learning course, a combination of both online and traditional courses. This opens the options for the student, as hybrid courses can be built with many different options. One includes using technology for “screencasts” or lectures online.

Details

The International Journal of Information and Learning Technology, vol. 35 no. 4
Type: Research Article
ISSN: 2056-4880

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Article
Publication date: 8 July 2021

Mallika Datta, Debasish Das and Devarun Nath

The study aims to review the literatures on the effect of fiber length on the mechanical response of natural fiber composite will help the researchers to know about the…

Abstract

Purpose

The study aims to review the literatures on the effect of fiber length on the mechanical response of natural fiber composite will help the researchers to know about the perspective of the various natural fibers in making of composite concerning fiber length. The review summarized the work of the other researchers, thereby unambiguously précised suitability of a specific natural fiber for a matrix in use. Thus, one can identify the use of the same fibers–matrix combination to obtain composites with different properties with the control of fiber/matrix interface.

Design/methodology/approach

The review work proposes a new kind of diagrammatic representation that expresses the influence of fiber length. This work has not been explored before in this specific format. The chronology of work may help to select natural fibers for use in composites for a specific matrix.

Findings

The length of the fiber perception in terms of “critical” length decides the need for pre-treatment process of natural fiber to improve shear stress at the interface for various matrices.

Originality/value

The current review paper attempts to shed light on the association between the fiber length of natural fiber and the mechanical response of natural fiber composite. Moreover, it probes the concepts of critical fiber length as a persuadable factor.

Details

Research Journal of Textile and Apparel, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1560-6074

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Article
Publication date: 1 February 2000

Mathew Joseph and Beatriz Joseph

Intense competition for full‐fee‐paying foreign students in higher education in many countries mandates the need for the identification of the criteria considered…

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2802

Abstract

Intense competition for full‐fee‐paying foreign students in higher education in many countries mandates the need for the identification of the criteria considered important by this customer group for the purpose of strategy development. Past research in this area has overlooked the needs of this important segment and has focused mainly on either administrators or the faculty’s perspective. A sample of potential students from Indonesia participated in this study and a number of choice criteria were identified. Also discusses strategic implications.

Details

International Journal of Educational Management, vol. 14 no. 1
Type: Research Article
ISSN: 0951-354X

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Article
Publication date: 7 August 2009

Sacha JosephMathews and Mark A. Bonn

The purpose of this editorial is to introduce the reader to three papers discussing the role of atmospherics within predominantly hedonic service settings.

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1490

Abstract

Purpose

The purpose of this editorial is to introduce the reader to three papers discussing the role of atmospherics within predominantly hedonic service settings.

Design/methodology/approach

This editorial introduces the papers in this special section.

Findings

Atmospherics plays a significant role in determining how consumers and patrons perceive and interpret hedonic services.

Originality/value

The first study examines how atmospherics can impact the overall meanings patrons attach to visiting a hedonic facilities. The second study looks at the role of promotional materials on setting the tone for fringe festivals. The third study investigates the role of atmospherics in green consumerism.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 3 no. 3
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 28 October 2013

Leslie Lu, Dora Bock and Mathew Joseph

To develop an understanding of the Millennial Generation's consumption of green products. Specifically, our research sought to address the following two research questions

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13815

Abstract

Purpose

To develop an understanding of the Millennial Generation's consumption of green products. Specifically, our research sought to address the following two research questions in regard to this generation's consumption behavior: What product attributes have significant effects on purchases of green products? What are the primary reasons for not adopting green products?

Design/methodology/approach

A questionnaire was administered to 197 undergraduates at a private university in the southern US. The sample was 59 percent female and ages ranged from less than 18 to 25. Full time students represented 95 percent of the sample.

Findings

The findings suggest that when developing marketing communications, marketers may want to devote more attention to recyclability or re-usability, biodegradableness, and positive health effects stemming from eco-friendly product attributes, as these characteristics shared the strongest associations with Millennial intent to purchase green products. The results also indicate that the primary reason Millennials do not purchase green products is the belief that green products are too expensive.

Research limitations/implications

To capture opinions of members of the Millennial Generation, the study used a sample of students at a private university which may not be representative of the entire population of Millennials. Since all participants were enrolled in higher education, there may be some relationship between education and green consumption behavior.

Originality/value

This research offers marketers a richer understanding of this segments' consumption behavior of green products, in addition to highlighting important obstacles marketers need to overcome to transition non-purchasers to purchasers of green products.

Details

Journal of Business Strategy, vol. 34 no. 6
Type: Research Article
ISSN: 0275-6668

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Article
Publication date: 16 March 2015

M.S. Balaji and Rajdeep Chakraborti

This paper aims to develop a scale for stadium atmosphere in the Indian context. This is considered as a key area for sports managers, as stadium attendance contributes…

Abstract

Purpose

This paper aims to develop a scale for stadium atmosphere in the Indian context. This is considered as a key area for sports managers, as stadium attendance contributes toward the teams revenues. Moreover, while the importance of environment is well-established in the marketing literature, stadium atmosphere has received limited attention.

Design/methodology/approach

Through qualitative and quantitative studies in five different phases, a 14-item four-dimension stadium atmosphere scale was developed that included physical layout, facility aesthetics, entertainment experience and social interaction.

Findings

The stadium atmosphere scale developed in this study demonstrates sound psychometric properties based on various reliability and validity tests as well as scale replications using different samples.

Practical implications

The stadium atmosphere scale developed will be of particular use for sports marketers and management. It could be inferred that the stadium managers could expect high spectator attendance and satisfaction by focusing on stadium atmosphere factors such as the accessibility of seats and allocation of seat spaces, stadium architecture, the game characteristics and the attitudes and behaviors of stadium employees during live games.

Originality/value

The present study addresses a key gap identified in the sports marketing and management area. The study adds to the conceptual understanding of the stadium atmosphere construct and empirically demonstrates the measurement scale for the construct.

Details

Journal of Indian Business Research, vol. 7 no. 1
Type: Research Article
ISSN: 1755-4195

Keywords

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