Search results

1 – 10 of 26
Article
Publication date: 5 September 2016

Ashish Malik, Philip J. Rosenberger, Martin Fitzgerald and Louise Houlcroft

The purpose of this paper is to analyse data from the New South Wales Government’s Pilot Programme of establishing Smart Work Hubs (SWHs) for enabling teleworking in two…

2099

Abstract

Purpose

The purpose of this paper is to analyse data from the New South Wales Government’s Pilot Programme of establishing Smart Work Hubs (SWHs) for enabling teleworking in two busy commuter corridors. The paper analyses the relationships between various firm, job and personal factors and the perceived value, attitudes and expected usage by users of the SWHs.

Design/methodology/approach

Employing a cross-sectional survey design, the characteristics, values and attitudes of 117 SWH users were analysed using partial least squares (PLS) method of structural equation modelling (SEM). SEM-PLS approach is considered appropriate especially in prediction-based studies and to estimate an endogenous target construct.

Findings

Results revealed that perceived SWH value significantly influenced attitude towards the SWH, which then had a significant influence on SWH usage intentions, with personal, job and firm factors also playing a role. Further analysis revealed four variables that significantly influenced the perception of family-value benefits (age, income, hub commute distance, work commute distance), however, there were none that significantly influenced the perception of work benefits.

Research limitations/implications

The small sample size limits statistical inferences and generalisations to be drawn. Further, this paper also discusses how the low and uneven uptake of teleworking at a SWH raises several managerial and policy implications needing attention.

Originality/value

To the best of the authors’ knowledge, this is the first empirical study analysing the expected values, attitudes and usage intentions of teleworkers in a SWH context. This study adds to the emerging body of human resource management studies on an outward-looking approach. The novel context will provide a useful base for subsequent studies.

Details

International Journal of Manpower, vol. 37 no. 6
Type: Research Article
ISSN: 0143-7720

Keywords

Article
Publication date: 11 July 2020

Jin Ho Yun, Philip J. Rosenberger and Kristi Sweeney

The purpose of the paper is to contribute to the extant sport marketing literature by positing fan engagement, team brand image and cumulative fan satisfaction with the…

2189

Abstract

Purpose

The purpose of the paper is to contribute to the extant sport marketing literature by positing fan engagement, team brand image and cumulative fan satisfaction with the team as factors influencing attitudinal and behavioural soccer (football) fan loyalty, with enduring involvement with the team as a moderator.

Design/methodology/approach

A convenience sample of Australian A-League soccer fans completed a paper-and-pencil, self-administered survey to evaluate their team on the focal constructs. A total of 207 participants were recruited from a major Australian east-coast university.

Findings

Using partial least squares-structural equation modelling (PLS-SEM), the study found that fan engagement influences both team brand image and cumulative fan satisfaction, while team brand image also influences cumulative fan satisfaction, and both of these constructs influence attitudinal loyalty and behavioural loyalty. The moderating role of enduring involvement was also found for two relationships: team brand image → attitudinal loyalty and team brand image → behavioural loyalty, along with a mediating role of attitudinal loyalty.

Originality/value

This study increases our understanding of the reasons why soccer fans are committed to and exhibit fan-related behaviours for a team, thus contributing to the sports-marketing literature on the relationships amongst fan engagement, team brand image, cumulative fan satisfaction, attitudinal loyalty and behavioural loyalty, along with the moderating role of enduring involvement. The findings also assist sports-marketing practitioners to formulate more effective, fan-centric marketing-communication strategies leading to a larger loyal fan base.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 5 September 2020

Man Lai Cheung, Guilherme D. Pires and Philip J. Rosenberger III

This paper aims to investigate the causal relationships between constructs related to consumer–brand engagement (CBE), including consumers’ enduring involvement, ongoing…

1240

Abstract

Purpose

This paper aims to investigate the causal relationships between constructs related to consumer–brand engagement (CBE), including consumers’ enduring involvement, ongoing information search behaviour, online engagement behaviour and brand attitude in Hong Kong.

Design/methodology/approach

The theoretical framework is tested using data from 302 customers of a durable technology product, a smartphone, in Hong Kong, collected using a self-administered online survey. Partial least squares-structural equation modelling was used to analyse the data.

Findings

The results reveal that consumers’ enduring involvement and ongoing information search behaviour are key drivers of CBE, ultimately enhancing customers’ brand attitude. The importance of enduring involvement in strengthening ongoing search behaviour, online engagement behaviour and CBE is confirmed, together with the importance of ongoing search behaviour in strengthening CBE. Further analysis demonstrated the full mediating role of ongoing search behaviour in the relationship between enduring involvement and online engagement behaviour, such that CBE fully mediates the impact of ongoing search behaviour on brand attitude.

Research limitations/implications

The research contributes to the extant literature by providing an understanding of how to strengthen CBE for durable technology products, such as smartphones. However, this study is cross-sectional in nature, focusing on smartphones in Hong Kong only. Thus, future research should consider comparisons between countries with diverse cultures as well as other industries, such as the service sector, to enhance the generalisability of the study’s findings.

Practical implications

Marketers should seek to heighten customers’ involvement levels by encouraging customer–brand interactions, which is not only useful in encouraging customers’ ongoing search and online engagement behaviour but also critical in strengthening CBE. Additionally, marketers are recommended to encourage customers’ ongoing search behaviour (at the category level), which is useful in encouraging consumers’ online engagement behaviour as well as strengthening CBE.

Originality/value

The role of ongoing search behaviour in brand building has received little attention in the branding literature. This paper makes a noteworthy contribution to CBE research by empirically testing a holistic framework, confirming that enduring involvement and ongoing search behaviour are critical drivers in the process of strengthening CBE. This paper also demonstrates the mediation roles of ongoing search behaviour and CBE in the holistic framework.

Details

European Business Review, vol. 33 no. 1
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 3 August 2020

Yuk Ling Angie Lee, Ashish Malik, Philip J. Rosenberger III and Piyush Sharma

This paper aims to investigate the differences in the mediating roles of trust and knowledge sharing (formal vs informal) in the process by which training and incentives…

1235

Abstract

Purpose

This paper aims to investigate the differences in the mediating roles of trust and knowledge sharing (formal vs informal) in the process by which training and incentives influence organizational performance (sales increase and labor productivity).

Design/methodology/approach

The data from an online survey of Senior Managers from 119 firms in Hong Kong’s clothing industry (HKCI) was analyzed using SmartPLS software.

Findings

Trust has a stronger mediating impact in the effects of incentives (vs training) on both formal and informal knowledge sharing. Informal (vs formal) knowledge sharing has a stronger mediating impact in the effects of trust on sales increase and labor productivity.

Research limitations/implications

Future research may consider different dimensions such as knowledge donating and collecting behaviors, as well as motives, such as self-enjoyment, reciprocity or social interaction ties to study knowledge sharing behavior.

Practical implications

This study shows that incentives are more likely than training to help build a trusting environment in an organization and that informal knowledge sharing has a stronger influence on organizational performance than formal knowledge sharing.

Originality/value

The study’s distinctive contribution is the under-researched context of HKCI for investigating the mediating effects of trust and formal and informal knowledge sharing between ability and motivational practices on performance.

Details

Journal of Knowledge Management, vol. 24 no. 8
Type: Research Article
ISSN: 1367-3270

Keywords

Article
Publication date: 26 August 2020

Man Lai Cheung, Guilherme D. Pires, Philip J. Rosenberger III and Mauro Jose De Oliveira

This study aims to examine the impact of social media marketing (SMM) efforts, including entertainment, customisation, interaction and trendiness via WeChat, on consumers'…

2169

Abstract

Purpose

This study aims to examine the impact of social media marketing (SMM) efforts, including entertainment, customisation, interaction and trendiness via WeChat, on consumers' online brand-related activities (COBRAs) and their related outcomes, including on-going search behaviour and repurchase intention.

Design/methodology/approach

The theoretical framework is tested for luxury cosmetics brands. Data were collected in China from 433 WeChat users utilising a self-administered online survey. Data analysis uses partial least squares–structural equation modelling.

Findings

Entertainment and interaction drive consumers' consuming, contributing and creating behaviours, whilst trendiness drives creating behaviour only. Inconsistent with previous research findings, customisation has a non-significant impact on consumers' consuming, contributing and creating behaviours. Consuming and creating behaviours assist in driving on-going search behaviour and repurchase intention. Contributing behaviours assist in driving on-going search behaviour only.

Research limitations/implications

Cross-sectional in nature, this research adds to the marketing literature by explaining how to use SMM to drive COBRAs for luxury cosmetics in China using WeChat. To enhance the generalisability of the findings, future research might consider a longitudinal design, including comparisons between countries with diverse cultures as well as other industries and product types.

Practical implications

COBRAs may be heightened by using entertaining and trendy content. Incorporating interactive content on social media platforms encourages consumers to consume, contribute and create content on social media brand communities, further driving their on-going search behaviour and repurchase intention.

Originality/value

Examination of SMM's role in the marketing literature largely overlooks the impact of SMM elements on COBRAs. This study contributes to the SMM research by empirically testing a theoretical model, confirming that specific SMM elements – including entertainment and interaction – are key factors in driving consumers' consuming, contributing and creating behaviour on social media brand communities, influencing consumers' on-going search behaviour and repurchase intention.

Details

Marketing Intelligence & Planning, vol. 39 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 4 March 2021

Man Lai Cheung, Guilherme Pires, Philip J. Rosenberger III, Wilson K.S. Leung and Man Kit Chang

The purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment…

1808

Abstract

Purpose

The purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment, customization, interactivity, electronic-word-of-mouth (eWOM) and trendiness–on consumers' intent to participate in value co-creation and on consumer–brand engagement (CBE) and perceived brand value in turn.

Design/methodology/approach

The research model is tested for wearable healthcare technology, a smart-technology product. Data were collected in China from 294 users using a self-administered online survey. Data analysis uses partial least squares – structural equation modelling (PLS-SEM).

Findings

Entertainment, customization and eWOM are the key predictors in driving consumers' value co-creation intention, thereby strengthening the value co-creation process, CBE and perceived brand value. In contrast with previous studies in the area of value co-creation and CBE, the impact of interactivity and trendiness on value co-creation intention is non-significant.

Research limitations/implications

The research contributes to the literature by providing an understanding of how to use SMM dimensions to drive consumers' value co-creation intention for smart-technology products, such as healthcare-wearable technology. However, this study is cross-sectional in nature and its focus is solely on wearable healthcare technology in China. To enhance the generalizability of the findings, future research might consider a longitudinal design and include comparisons between countries with diverse cultures, along with other types of smart-technology products.

Practical implications

The findings provide guidance for marketers to enhance CBE and perceived brand value by strengthening consumers' value co-creation intention, using SMM with entertaining and customized content and encouraging positive referrals on social-media platforms.

Originality/value

Scholarly attention on the importance of SMM in strengthening consumers' value co-creation intention and CBE is limited, and the question of which SMM elements are effective in driving value co-creation and its link to perceived brand value has not been examined. This paper contributes to the marketing literature by developing and empirically testing a research model, revealing entertainment, customization and eWOM as key SMM elements driving value co-creation intention and CBE for a smart-technology product in China.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 10
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 18 May 2020

Man Lai Cheung, Guilherme D. Pires, Philip J. Rosenberger and Mauro Jose De Oliveira

This paper investigates the impact of brand interactivity within social media on consumer–brand engagement and its related outcomes, including consumers' intention of…

3051

Abstract

Purpose

This paper investigates the impact of brand interactivity within social media on consumer–brand engagement and its related outcomes, including consumers' intention of co-creating brand value and future repurchase of the same brand.

Design/methodology/approach

The theoretical framework is tested for a durable technology product, a smartphone. Data was collected in Brazil from 408 users utilizing a self-administered online survey. Data analysis uses partial least squares–structural equation modelling (PLS-SEM).

Findings

Entertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity are the key elements directly influencing consumer–brand engagement, enhancing consumers' intention to co-create brand value and to repurchase the brand. Importantly, the impact of interactivity ease of use and customization interactivity on consumer–brand engagement and its related outcomes is non-significant. This is inconsistent with previous studies on consumer–brand engagement.

Research limitations/implications

The research contributes to the literature by providing an understanding of how to use brand interactivity elements on social-media platforms to strengthen consumer–brand engagement for durable technology products, such as smartphones in Brazil. However, this study is cross-sectional in nature and focus is solely on smartphones in Brazil. Future research might consider a longitudinal design and include comparisons between countries with diverse cultures as well as other industries and product types to enhance the generalizability of the findings.

Practical implications

Marketers may heighten consumer–brand engagement by using content that is entertaining, current and trendy. Incorporating positive referrals on social-media platforms encourages consumers to co-create brand value and to repurchase the same brand in the future.

Originality/value

Examination of the role of social-media marketing in the marketing literature largely overlooks the impact of elements of brand interactivity within social media on consumer–brand engagement. This article contributes to social-media marketing and consumer–brand engagement research by empirically testing a theoretical model, confirming that specific elements of brand interactivity within social media – including entertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity – are critical drivers in the process of strengthening consumer–brand engagement in Brazil.

Details

Marketing Intelligence & Planning, vol. 38 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Content available
Article
Publication date: 1 April 2020

Man Lai Cheung, Guilherme Pires and Philip J. Rosenberger

This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on…

11374

Abstract

Purpose

This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge.

Design/methodology/approach

Using an online survey, the study collects data in Hong Kong from 214 experienced social-media users, as indicated by their consumption of a durable technology product, a smartphone. We used partial least squares structural equation modelling (PLS–SEM) to test the links between social-media marketing elements, consumer–brand engagement and brand knowledge.

Findings

The results reveal that interaction, electronic word-of-mouth and trendiness are the key elements directly influencing consumer brand engagement, then strengthening brand awareness and brand knowledge. This contrasts with the non-significant results found for the influence of entertainment and customisation on consumer–brand engagement.

Research limitations/implications

Having cross-sectional nature, the study focuses on one single product, smartphones, at one location, Hong Kong. Future research may enhance the generalisability of the findings by replication in other countries with diverse cultures, such as countries in Latin America and Africa and examine other industries and other products, such as the service sector and convenience products with a low involvement level.

Practical implications

Marketers may strengthen consumer–brand engagement by using content that is trendy, along with encouraging interaction and positive EWOM on social-media platforms, in order to build strong and positive brand knowledge in consumers' minds.

Originality/value

This study contributes to the branding literature by providing an understanding of the role of social-media marketing elements in the brand-building process. Social media is a marketing channel recognised by its effectiveness in communicating brand-related information and its role as a means to stimulate consumers' brand engagement and brand knowledge. However, how effective these elements are for these purposes remains to be established. By empirically testing a theoretical model, this study confirms that specific social-media marketing elements, namely interaction, EWOM and trendiness, are critical drivers in the brand-building process in Hong Kong.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 1 April 2012

Shawn Stevens and Philip J. Rosenberger

Sport has evolved into one of the largest industries in Australia and there is a corresponding increased interest in the factors influencing fan loyalty. This paper…

1322

Abstract

Sport has evolved into one of the largest industries in Australia and there is a corresponding increased interest in the factors influencing fan loyalty. This paper presents a theoretically developed conceptual model which empirically tests the relationships between fan identification, sports involvement, following sport and fan loyalty. Survey results indicate that fan identification, following sport and involvement positively influence fan loyalty, while following sport was found to mediate the involvement-fan identification relationship.

Details

International Journal of Sports Marketing and Sponsorship, vol. 13 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 April 1998

Michael Jay Polonsky, Philip J. Rosenberger and Jacquelyn Ottman

The complexities of environmental issues require that when developing new green products marketers have to seek‐out, involve and learn from stakeholders with environmental…

3315

Abstract

The complexities of environmental issues require that when developing new green products marketers have to seek‐out, involve and learn from stakeholders with environmental expertise. These stakeholders have information that lies outside the organisation’s main area of expertise and can assist the firm in developing less environmentally harmful products. This article examines US and Australian markets’ perceptions of stake‐holders’ potential to influence the green new product development (NPD) process and what strategies can be used to involve stakeholders in this process. The findings suggest that marketers believe some stakeholders with “high” influencing abilities should be involved in the green NPD process, although it appears that in practice, firms use very basic methods to include these stakeholders. It also appears that there is limited formal interaction between the firm and its stakeholders and that respondents are not engaging and learning from others with green product expertise.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 10 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

1 – 10 of 26