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The purpose of this study is twofold: first, to assess the impact of extension innovativeness on attitude towards service line extension and the mediating role played by extension quality (in relation to the parent brand); second, to examine the effect of consumer involvement as a moderator of the relationship between extension quality (in relation to the parent brand) and attitude towards the extension.

An empirical investigation using a survey methodology was conducted with a sample of 664 respondents. The structural model was assessed using partial least squares (PLS graph).

The results suggest that in launching a new service line extension perceived quality of the extension (in relation to the parent brand) has a direct impact on attitude towards the service line extension and mediates the effect of perceived extension innovativeness on extension attitude. The findings also suggest that consumer involvement in the extension moderates the relationship between extension quality (in relation to the parent brand) and attitude towards the extension.

Line extensions of other types of services and consumer goods could be investigated in futures studies. Involvement is a multidimensional construct. Other dimensions of involvement could be tested in similar contexts.

This study is important for managers of newly created service branches. In launching a new service line extension, marketers must be careful in developing the quality of the service as well as managing its innovation as both factors influence attitude and behavioral intention outcomes. Also, the moderating role of involvement indicates that managers must attempt to reduce risk perceptions during launch.

The paper makes an important contribution to the emerging service line extension literature.

The basic thesis espoused in this chapter is that a discourse analytic approach, that explores managers’ stories, is equally valid as a more typical case study approach that seeks confirmatory data. Depth interviews with industrial network participants are conducted and described; interviews where managers are encouraged to talk of their lived experiences, beliefs, attitudes, and intentions. Specifically, this case study presents a qualitative exploration of identity processes in industrial networks, in particular social constructions of Indian modernity. The analysis suggests what these constructions mean for the management of buyer–seller relationships (cf. Bagozzi, 1995). The study also reflects calls for more empirical research to be undertaken to improve understanding of contemporary marketing practices, especially in large emerging market economies such as India and Brazil (Dadzie, Johnston, & Pels, 2008). Discursive data were collected in the form of transcripts from semi-structured interviews with a variety of managerial participants involved in trade between New Zealand (NZ) and India. All the participants are Indian, with interviews taking place in 2006 in Delhi, Mumbai, Bangalore, and Chennai. Interviews were conducted in English; with 23 individuals representing organizations operating in the lumber, wool, horticulture, dairy, engineering, IT, tourism, and education industries, they lasted between 45 and 90 minutes, and were recorded on audio and video media. The study goes some way toward addressing the dominant Western perspective prevalent in most studies of business relationships, and shows how discourse analysis can provide a rich analytical perspective on business-to-business relationships.

This study aims to develop and empirically test a “stocks and flows”-based model of intellectual capital (IC) that examines how human-embodied knowledge (i.e., human capital) can be transformed into organisational non-embodied knowledge (i.e., organisational capital) through the mediating roles of social capital and the knowledge management (KM) process of knowledge transfer.

A structural model was developed and empirically tested using a survey data set of 295 questionnaires collected from the “knowledge-intensive” pharmaceutical manufacturing industry in Jordan.

Empirical results revealed that each of human capital, social capital and knowledge transfer has a positive and significant effect on organizational capital. In particular, knowledge transfer emerged as having the strongest effect. Social capital, on the other hand, emerged as having a positive and significant effect on knowledge transfer. Mediation analysis revealed that while human capital significantly affects organizational capital, such an effect is partially and significantly mediated by each of social capital as well as knowledge transfer.

This study provides senior managers in pharmaceutical manufacturing firms with valuable insights pertaining to the development of their IC, in terms of how to exploit their knowledge stocks (i.e. human-embodied knowledge and organizational non-embodied knowledge) through managing knowledge flows between them. This was shown to be significantly leveraged by the mediating roles of social capital as well as knowledge transfer.

This study provides important theoretical and empirical contributions to the extant literature in a number of ways. It provides better understanding of the intricate linkages among IC dimensions, and how these play complementary roles in organizational capital development. It has also provided important empirical evidence highlighting the vital mediating roles of social capital and knowledge transfer in facilitating knowledge flows, which aid in transforming human-embodied knowledge stocks into organizational-embodied ones.

The purpose of this paper is to further examine the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion.

An onsite interview survey was conducted in 21 stores of four service brands: Burger King, Cold Stone Creamery, McDonald’s and Starbucks Coffee. Confirmatory factor analysis is used for assessing validity and reliability. Structural equation modeling is used for examining construct relationships.

Brand awareness/associations, perceived quality and hedonic emotions mediate the relationship between brand experience and brand loyalty. Hedonic emotions play a powerful mediation role. Moreover, it is the experiential view of consumption rather than the appraisal theory of emotion that plays a dominant role in accounting for the influence of brand experience on brand loyalty.

This research extends previous studies on the relationship between brand experience and brand loyalty by adding hedonic emotions as a powerful affective mediator. Our research also contributes to practitioners by providing strategies for experiential marketing.

The purpose of this study was to test whether endorsements that show a low strength of association (bottom-up bias) benefit from increased attention and processing efforts. The current study also tested whether consumer involvement level (top-down bias) dynamically interacts with the bottom-up attention phenomena.

Through a series of pretests, 36 potential celebrity-product matches were identified using real athletes and product brands. Two experiments were conducted: 330 individual responses (110 participants × three conditions) were obtained in a within-subjects lab experiment, and 868 participants were recruited for a between-subjects online experiment. Linear mixed modeling and moderated mediation analysis were performed.

The relationships between the strength of image associations and attention time to endorsements and recall and choice consideration of endorsed brands were U-shaped and curvilinear. Attention largely mediated the relationship between the strength of association and recall/choice. Involvement effects were diluted by the strength of association effects, rejecting top-down attentional control.

Brand managers for both products and celebrities are recommended to search for corresponding not only image-matched partners but also endorsement partners with dissonant pre-existing images.

The majority of the existing endorsement literature has conventionally suggested that congruence between the endorser and the endorsed property, rather than incongruence, induces consumers’ positive endorsement evaluation. This study constructs important theoretical advancements to the existing literature by empirically proving that through an attentional process, an endorsement contract, conventionally perceived as mismatched, can also generate positive outcomes.

In the big data era, image compression is of significant importance in today’s world. Importantly, compression of large sized images is required for everyday tasks; including electronic data communications and internet transactions. However, two important measures should be considered for any compression algorithm: the compression factor and the quality of the decompressed image. In this paper, we use Frei-Chen bases technique and the Modified Run Length Encoding (RLE) to compress images. The Frei-Chen bases technique is applied at the first stage in which the average subspace is applied to each 3 × 3 block. Those blocks with the highest energy are replaced by a single value that represents the average value of the pixels in the corresponding block. Even though Frei-Chen bases technique provides lossy compression, it maintains the main characteristics of the image. Additionally, the Frei-Chen bases technique enhances the compression factor, making it advantageous to use. In the second stage, RLE is applied to further increase the compression factor. The goal of using RLE is to enhance the compression factor without adding any distortion to the resultant decompressed image. Integrating RLE with Frei-Chen bases technique, as described in the proposed algorithm, ensures high quality decompressed images and high compression rate. The results of the proposed algorithms are shown to be comparable in quality and performance with other existing methods.