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Article
Publication date: 10 July 2020

Jean-François Stich

The ability to work anytime from anywhere is attractive to job seekers, who respond by developing needs regarding flexible working. Flexibility needs are compared to the…

Abstract

Purpose

The ability to work anytime from anywhere is attractive to job seekers, who respond by developing needs regarding flexible working. Flexibility needs are compared to the flexibility perceived in job advertisements to form an overall perception of flexibility fit. The purpose of this paper is to examine both the impact of flexibility fit (on applicant attraction) and its antecedents.

Design/methodology/approach

The impact of flexibility fit on applicant attraction and its antecedents are examined using person–job (PJ) fit theory. 92 job seekers analyzed a total of 391 job advertisements. The hypotheses are tested using multilevel structural equation modeling.

Findings

The results show that perceived flexibility fit is positively related to job pursuit and job acceptance intentions. They further show that perceived flexibility fit is driven by perceived job advertisements' flexibility exceeding applicants' needed flexibility, which in turn is driven by the flexibility actually present in job advertisements exceeding applicants' flexibility needs.

Originality/value

This study contributes to literature on new ways of working by highlighting the desirable nature of flexibility and its impact on fit perceptions. It further contributes to literature on job search and PJ fit by investigating a full model of fit, examining both outcomes and antecedents of perceived fit. For practitioners, this study highlights the importance of advertising flexibility to attract applicants.

Details

Personnel Review, vol. 50 no. 1
Type: Research Article
ISSN: 0048-3486

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Article
Publication date: 22 April 2020

Michelle Childs and Byoungho Ellie Jin

Many fashion brands employ growth strategies that involve strategically aligning with a retailer to offer exclusive co-brands that vary in duration and perceived fit

Abstract

Purpose

Many fashion brands employ growth strategies that involve strategically aligning with a retailer to offer exclusive co-brands that vary in duration and perceived fit. While growth and publicity are enticing, pursuing collaboration may change consumers' evaluation of the brand. Utilising commodity and categorisation theory, this research tests how a brand may successfully approach a co-brand with a retailer.

Design/methodology/approach

Three experimental studies manipulate and test the effect of co-brand duration (limited edition vs ongoing) (Study 1), the degree of brand-retailer fit (high vs low) (Study 2), and its combined effect (Study 3) on changes in consumers' brand evaluation.

Findings

Results reveal that consumers' evaluations of brands become more favourable when: (1) brand-retailer co-brand make products available on a limited edition (vs ongoing) basis (Study 1), (2) consumers perceive a high (vs low) degree of brand-retailer fit (Study 2) and (3) both conditions are true (Study 3).

Research limitations/implications

In light of commodity and categorisation theory, this study helps to understand the effectiveness of a brand-retailer co-branding strategy.

Practical implications

To increase brand evaluations, brands should engage in a limited edition strategy, rather than ongoing when collaborating with retailers. It is also important to select an appropriately fitting retailer for a strategic partnership when creating a co-brand.

Originality/value

While previous studies highlight the importance of perceived fit upon extension, perceived fit between brand and retailer co-brand had yet to be investigated. Additionally, this research investigates changes in brand evaluations to more accurately understand how co-branding strategies impact the brand.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 24 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 11 May 2015

Aihwa Chang and Timmy H. Tseng

This study aims to investigate the interaction between branding strategies, levels of perceived fit and consumer innovativeness on the evaluation of new products from the…

Abstract

Purpose

This study aims to investigate the interaction between branding strategies, levels of perceived fit and consumer innovativeness on the evaluation of new products from the perspective of situational strength.

Design/methodology/approach

Two experiments were conducted to empirically test the hypotheses.

Findings

A significant three-way interaction of branding strategy, perceived fit and consumer innovativeness on the evaluation of the new products was found. A significant two-way interaction of branding strategy and perceived fit was also found. Situational clarity fully mediates the relationship between branding strategy and consumer product evaluations at various fit levels.

Practical implications

The theory of situational strength may shed light on the selection of target market when managers launch new products. Innovative consumers are the target market for the new products under new branding or low fit sub-branding; under brand extension or high fit sub-branding, consumers are the target for the new products regardless of their degree of innovativeness.

Originality/value

This is the first work to apply situational strength theory to a new product evaluation context. The theory provides a unified framework for explaining the cognitive processes involved when consumers use and combine marketing cues (i.e. branding strategies and fit levels) to evaluate new products; it also facilitates evaluating how the effects of consumer innovativeness are accentuated or attenuated based on various combinations of marketing cues. Most research on the evaluation of new products has examined the influence of consumer innovativeness, perceived fit or branding strategies as distinct entities. This study simultaneously examined the three.

Details

European Journal of Marketing, vol. 49 no. 5/6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 21 May 2019

Yiran Su and Thilo Kunkel

The purpose of this paper is to examine the underlying mechanism of the spillover effect from a service brand alliance to its parent brand at the post-consumption stage.

Abstract

Purpose

The purpose of this paper is to examine the underlying mechanism of the spillover effect from a service brand alliance to its parent brand at the post-consumption stage.

Design/methodology/approach

Online surveys were used to collect both qualitative and quantitative data from participants of an actual event. Conceptual models were developed and tested on two cross-sectional samples using structural equation modeling.

Findings

Results demonstrate perceived brand contribution and consumer involvement mediate the relationship between the service brand alliance experience and the evaluation of its parent brand at the post-consumption stage. While perceived brand fit had an indirect effect on the parent brand, the spillover was mostly driven by service alliance experience and perceived brand contribution.

Practical implications

Findings indicate brand managers should focus on consumers’ brand experience of the service brand alliance to drive spillover evaluations to the parent brand, and organizations could extend brand alliances to services with low category fit to the parent brand if consumers are to have a good experience with the service brand alliance.

Originality/value

This research extends findings on brand alliance research that was based on hypothetical brands and indicated that the spillover effect from a brand alliance to the parent brand is influenced by perceived brand fit. The findings highlight the importance of consumer experiences in driving the spillover effect at the post-consumption stage, where consumers evaluate brand relationships from a value-added perspective that goes beyond the service category fit.

Details

Journal of Service Management, vol. 30 no. 2
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 18 August 2014

Feng Shen

The purpose of this study is to examine how perceived fit between a line/brand extension and its parent brand moderates the evaluation of two economically identical…

Abstract

Purpose

The purpose of this study is to examine how perceived fit between a line/brand extension and its parent brand moderates the evaluation of two economically identical promotions, i.e. buy one get one free (BOGOF) and 50 per cent off. A travel-sized painkiller is the product in this study.

Design/methodology/approach

A 2 (perceived fit: high or low) × 2 (promotion type: BOGOF or 50 per cent off) between-subjects design is used in this study. Participants, who are college students, are randomly assigned to the four experimental conditions.

Findings

The results indicate that parent brand attitude is more closely associated with line-extension attitude than with brand-extension attitude, line extension leads to lower perceived performance risk and higher stockpiling tendency than brand extension and BOGOF is preferred over 50 per cent off for line extension but 50 per cent off is preferred over BOGOF for brand extension.

Research limitations/implications

For a low-price, non-conspicuous and stock-up product category such as painkillers, marketers should consider using BOGOF to promote a line extension and 50 per cent off to promote a brand extension. It is important to explore in future research as to how the findings can be applied to other product categories, other promotion types, other packages and non-student consumers.

Originality/value

This study is the first that examines how perceived fit of a line/brand extension moderates the evaluation of economically identical promotions. It integrates the literature of line/brand extension, perceived performance risk and prospect theory to advance the research on sales promotions for new products.

Details

Journal of Product & Brand Management, vol. 23 no. 4/5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 21 January 2021

Jengchung Victor Chen, Huyen Thi Le and Sinh Thi Thu Tran

To provide better services to customers, especially immediate responses and 24/7 availability, businesses are implementing text-based automated conversational agents, i.e…

Abstract

Purpose

To provide better services to customers, especially immediate responses and 24/7 availability, businesses are implementing text-based automated conversational agents, i.e. chatbots on their social platforms and websites. Chatbots are required to not only provide customers with necessary consultancy and guidance but also communicate friendly and socially. Based on the cognitive fit theory, this study attempts to examine the role of chatbot as a decision aid and how the match between information presentation in forms of decisional guidance and communication style and the shopping task influences consumers' perceived cognitive fit and decision performance outcomes.

Design/methodology/approach

A 2 x 2 x 2 between subject online experiment was conducted to identify which kind of decisional guidance (suggestive and informative guidance) and communication style (task-oriented vs social-oriented style) are the most appropriate for each type of shopping task (searching vs browsing task).

Findings

The findings show that when customers interact with chatbots, they will perceive higher cognitive fit if the chatbots provide them with suggestive guidance and communicate in a friendly style especially when they perform a searching task.

Originality/value

This study is the first attempt to understand the role of chatbots as a decision aid to customers using the communicative language. This study also tries to explore the cognitive fit theory in a novel way, and we propose the information presentation in forms of communicative language rather than matrices, tables and graphs.

Details

Internet Research, vol. 31 no. 4
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 30 March 2020

Michelle Childs and Byoungho Ellie Jin

Retailer-brand collaborations (e.g. Target–Lilly Pulitzer) attract media attention and generate excitement, and may encourage buying the product right away rather than…

Abstract

Purpose

Retailer-brand collaborations (e.g. Target–Lilly Pulitzer) attract media attention and generate excitement, and may encourage buying the product right away rather than waiting until a sale. To clearly establish factors that contribute to consumers' urge to purchase retailer-brand collaborations, the purpose of this study is to test the effects of: (1) collaboration duration (limited edition vs ongoing) and (2) perceived retailer-brand fit (high vs low) on consumers' urgency to buy.

Design/methodology/approach

Three experimental studies (= 499) manipulate and test the effect of collaboration duration (Study 1), perceived retailer-brand fit (Study 2) and the combined effect (Study 3) on consumers' urgency to buy.

Findings

Findings indicate that urgency to buy retailer-brand collaborations are favourable when products are offered as limited edition versus ongoing (Study 1), when there is high-perceived fit versus low-perceived fit between retailer and brand partners (Study 2) and when both conditions are true (Study 3).

Practical implications

To enhance consumers' urgency to buy retailer-brand collaborations, the partnerships should be limited in duration (vs collaborating in an ongoing fashion). Additionally brands and retailers need to strategically align with well-fitting partners.

Originality/value

Despite the prevalence and success of retailer-brand collaborations in industry, research on such collaboration is surprising scant. Additionally, while previous studies often measure purchase intentions as consumers' response, an understanding of factors that discourage consumers from delaying their purchase (i.e. factors that lead to urgency to buy) help to identify strategies to cultivate greater profits.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 4
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 6 July 2015

Ji Lu

The purpose of this paper is to examine how the purchase intention of functional food is influenced by the perception of carrier-ingredient fit, that is, to what extent…

Abstract

Purpose

The purpose of this paper is to examine how the purchase intention of functional food is influenced by the perception of carrier-ingredient fit, that is, to what extent the carrier product and functional ingredient are intuitively perceived to be matched, and how such influence is moderated by consumers’ prior nutrition knowledge and provided health claim.

Design/methodology/approach

Through two phases of experimental studies on 30 hypothetical functional foods, this paper analyzed the relationship between perceived carrier-ingredient fit and purchase intention which were reported by participants with different nutrition knowledge levels and in conditions that differed in the content of health claim.

Findings

Phase 1 (n=62) found that the positive influence of perceived fit on purchase intention of functional products was moderated by one’s prior nutrition knowledge; compared to those knowledgeable in food/nutrition fields, consumers with less knowledge relied more heavily on the perceived carrier-ingredient fit when making purchase decision. The results of study 2 Phase 2 (n=93) revealed that the perceived fit was more important to predict purchase intention in the condition without health claim. A further analysis revealed that health claim increased the purchase intention particularly for functional foods receiving poor perceived carrier-ingredient fit.

Practical implications

For innovative functional foods, the product development and market penetration may be benefit from fine-grained segmentation and positioning strategies that are based on the understanding of interaction between intuitive perception and cognitive knowledge.

Originality/value

The present work highlights consumers’ perception of the carrier-perception fit, interacting with nutrition knowledge and health claim, as a critical factor determining the acceptance of functional foods.

Details

British Food Journal, vol. 117 no. 7
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 31 March 2021

Jae Youn Chang and Wi-Suk Kwon

This study aims at examining the role of the e-store brand personality congruence/incongruence of a multichannel apparel retailer in the formation of consumers' perceived

Abstract

Purpose

This study aims at examining the role of the e-store brand personality congruence/incongruence of a multichannel apparel retailer in the formation of consumers' perceived e-store brand fit and e-store patronage intention, based on the concept of image congruence.

Design/methodology/approach

An online survey was conducted with a US national sample of 458 female consumers (20–50 years old) who had shopped for clothing online.

Findings

Results revealed that e-store brand personality incongruence in three personality dimensions had a negative impact on consumers' e-store patronage intention directly as well as indirectly by reducing the consumers' global perception of the e-store brand fit. Further, the retailer's relevance to the consumer moderated the relationship between the perceived e-store brand fit and e-store patronage intention in that this relationship was significantly greater among consumers with a high (vs low) perceived self-relevance of the retail brand.

Practical implications

The findings highlight the importance of symbolically integrated cross-channel brand management for multichannel apparel retailers by clearly identifying their brand personality and carefully crafting it into their e-store interface design and e-store visual merchandising to convey the brand personality.

Originality/value

This study expands the application of image congruence to the cross-channel image congruence phenomenon in multichannel retailing environments by examining the e-store brand image congruence employing both direct and indirect approaches.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 13 July 2018

Philipp Leinsle, Dirk Totzek and Jan Hendrik Schumann

Promotional cues related to notions of fair prices or pricing designed to fit consumers’ needs are prevalent for many service offers. The purpose of this paper is to…

Abstract

Purpose

Promotional cues related to notions of fair prices or pricing designed to fit consumers’ needs are prevalent for many service offers. The purpose of this paper is to investigate how both customers’ price fairness and idiosyncratic fit perceptions shape their tariff evaluations.

Design/methodology/approach

Two experimental studies involving different tariff types and service contexts test the complex interplay of customers’ perceived price fairness and idiosyncratic fit with customer and context characteristics on their tariff evaluations.

Findings

Customers judge tariffs drawing on both the perceived price fairness and idiosyncratic fit, driven by the perceived price level of the tariff and the perceived pricing transparency of the firm. Customers’ service usage and consumption goals moderate these effects: heavy users and hedonic consumers indicate lower price sensitivity while focusing more on their transparency perception. The role of perceived price fairness and idiosyncratic fit for tariff choice depends on the tariff/service context; idiosyncratic fit is important when it is incidental (e.g. flat rates) rather than intentional (i.e. customized tariffs) and when customers lack the expertise or confidence to evaluate price fairness such as in the case of relatively new services.

Originality/value

Prior studies focused on either price fairness or idiosyncratic fit and thus cannot fully explain the complex interplay between both in the context of tariff choice. This paper explicates the conditions that affect the relative importance of both concepts and under which incidental offers are better received than premeditated ones.

Details

Journal of Service Management, vol. 29 no. 4
Type: Research Article
ISSN: 1757-5818

Keywords

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