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1 – 10 of over 3000Khai Trieu Tran, Anh Tran Tram Truong, Van-Anh T. Truong and Tuan Trong Luu
This study aims to answer the following questions: How do consumers’ perceptions of brand coolness affect brand relationship outcomes and how do brand coolness effects differ…
Abstract
Purpose
This study aims to answer the following questions: How do consumers’ perceptions of brand coolness affect brand relationship outcomes and how do brand coolness effects differ between product brands and service brands?
Design/methodology/approach
A quantitative survey was used to collect data from 1,500 consumers assigned to assess one of 20 popular product and service brands in Vietnam. Partial least square structural equation modeling was used to analyze the data.
Findings
Data analysis reveals that both dimensions of brand coolness (i.e. self-oriented and other-oriented coolness) exert positive impacts on brand relationship outcomes (i.e. brand satisfaction, brand love and brand advocacy) through brand attitude (i.e. the evaluative mechanism) and self-brand connection (i.e. the identity mechanism). While the identity mechanism of brand coolness effects is more prominent in product brands, the evaluative mechanism is more pronounced for service brands.
Practical implications
This research provides practical guidance for brand managers to build strong customer relationships by leveraging their brand coolness and the mechanisms underlying coolness effects. This study suggests a tailored application of brand coolness dimensions to different branded entities.
Originality/value
This research contributes to the brand coolness literature by validating a two-dimensional brand coolness structure encompassing self-oriented and other-oriented coolness, in accordance with a value-based conceptualization of the concept. For mass brand studies, this study recommends the exclusion of rebellious and subcultural attributes, as well as the utility of pre-determined brands as evaluated objects, in measuring brand coolness. This study also illuminates dual mediation mechanisms and moderation of the branded entity underlying brand coolness effects on consumer–brand relationships.
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Jonas Holmqvist, Jochen Wirtz and Amandine Issandou
What role do consumers play in constructing their own luxury experiences? Challenging the dominant product-focus in luxury conceptualizations, this research note conceptualizes…
Abstract
Purpose
What role do consumers play in constructing their own luxury experiences? Challenging the dominant product-focus in luxury conceptualizations, this research note conceptualizes agentic luxury in the context of luxury services. Drawing on extant luxury research, the purpose of this article is to develop how consumers may take on more active roles in enacting their own luxury services experiences.
Design/methodology/approach
This research note is conceptual but builds on managerial insights from the luxury service sector to conceptualize the concept of agentic luxury.
Findings
Our research note develops a conceptual definition of agentic luxury and provides seven research propositions for its impact on luxury service encounters. These propositions detail how consumers engage in constructing their luxury experience; the roles of consumers and luxury service providers in the experience; and boundary conditions of agentic luxury. The authors further develop the role of customer-as-designer and highlight similarities and differences for agentic luxury between luxury goods and services.
Practical implications
The authors combine the recognized specificities of the largely goods-dominated luxury sector with service research to show how luxury service providers can engage customers for more complete and engaging luxury service experiences.
Originality/value
To the best of the authors’ knowledge, this research note is the first to conceptualize agentic luxury. The authors show how agentic luxury fills a gap in the current literature, and our propositions advance the relevance of agentic luxury for luxury service research.
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Navid Bahmani and Atefeh Yazdanparast
With the goal of helping consumers bounce back from the financial challenges they faced as a result of the COVID-19 pandemic, many firms developed and announced consumer-targeted…
Abstract
Purpose
With the goal of helping consumers bounce back from the financial challenges they faced as a result of the COVID-19 pandemic, many firms developed and announced consumer-targeted resiliency programs (e.g. Walgreens waived delivery fees, Associated Bank allowed deferred mortgage payments). However, there is a paucity of research examining the unique features of these programs, and whether firms' investors (the first external stakeholder group to provide them with feedback regarding their strategies) were receptive to these programs during a period of time in which firms themselves were suffering financially. Drawing on resilience theory and stakeholder theory, the present research incorporates an event study of consumer-targeted resiliency program announcements to understand their financial implications for firms, and to learn whether firms witnessed different financial effects as a result of firm- and program-specific factors.
Design/methodology/approach
This study referred to business news publications and newswire services to collect a comprehensive list of consumer-targeted resiliency programs announced by publicly traded U.S. firms during the pandemic. The resulting dataset consisted of 145 announcements made during the period of February–June 2020. An event study was conducted in order to precisely measure the main effect of consumer-targeted resiliency programs on firm value, as manifested through abnormal stock returns. Finally, a moderation analysis (regression) was conducted to uncover whether firm characteristics or specific features of firms' consumer-targeted resiliency programs lead certain firms to witness stronger financial effects than others.
Findings
The main effect of consumer-targeted resiliency programs on firm value was found to be positive – a 1.9% increase on average. The moderation analysis finds that non-financial firms were rewarded more positively than financial firms (e.g. banks and credit card companies). In addition, financial aid (i.e. allowing customers to defer their payments to a firm for its products/services, versus a reduction in the price of a product/service or offering it for free or giving cash back to customers) and temporal characteristics (i.e. an offer being framed as limited-time, vs being indefinite or for the foreseeable future) are not found to have a moderating effect.
Originality/value
This theory-driven empirical study uncovers practical implications for managers of firms interested in whether investing in corporate social responsibility during times of crisis is a wise allocation of resources. Any form of financial aid for consumers, regardless of temporal limitations, is received positively by investors.
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Stephen L. Vargo, Julia A. Fehrer, Heiko Wieland and Angeline Nariswari
This paper addresses the growing fragmentation between traditional and digital service innovation (DSI) research and offers a unifying metatheoretical framework.
Abstract
Purpose
This paper addresses the growing fragmentation between traditional and digital service innovation (DSI) research and offers a unifying metatheoretical framework.
Design/methodology/approach
Grounded in service-dominant (S-D) logic's service ecosystems perspective, this study builds on an institutional and systemic, rather than product-centric and linear, conceptualization of value creation to offer a unifying framework for (digital) service innovation that applies to both physical and digital service provisions.
Findings
This paper questions the commonly perpetuated idea that DSI fundamentally changes the nature of innovation. Instead, it highlights resource liquification—the decoupling of information from the technologies that store, transmit, or process this information—as a distinguishing characteristic of DSI. Liquification, however, does not affect the relational and institutional nature of service innovation, which is always characterized by (1) the emergence of novel outcomes, (2) distributed governance and (3) symbiotic design. Instead, liquification makes these three characteristics more salient.
Originality/value
In presenting a cohesive service innovation framework, this study underscores that all innovation processes are rooted in combinatorial evolution. Here, service-providing actors (re)combine technologies (or more generally, institutions) to adapt their value cocreation practices. This research demonstrates that such (re)combinations exhibit emergence, distributed governance and symbiotic design. While these characteristics may initially seem novel and unique to DSI, it reveals that their fundamental mechanisms are not limited to digital service ecosystems. They are, in fact, integral to service innovation across virtual, physical and blended contexts. The study highlights the importance of exercising caution in assuming that the emergence of novel technologies, including digital technologies, necessitates a concurrent rethinking of the fundamental processes of service innovation.
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Jamie Burton, Victoria Mary Story, Judy Zolkiewski and Nazifa Nisha
Digital Service innovation (DSI) plays a fundamental role in the successful transition from product manufacturer or traditional service provider to a provider of digitally-enabled…
Abstract
Purpose
Digital Service innovation (DSI) plays a fundamental role in the successful transition from product manufacturer or traditional service provider to a provider of digitally-enabled service solutions. Multiple impediments make managing this transformation using digital technologies difficult for firms, their customers and wider ecosystems. Extant knowledge of these digital technology impediments requires synthesizing and mapping.
Design/methodology/approach
A systematic literature review (SLR) was conducted. DSI tools and terminology are synthesized via thematic analysis. Subsequently, impediments to DSI for servitization (covering barriers, challenges and tensions) faced by actors across three key innovation phases: strategic planning, design planning and implementation, and four interaction levels (Micro, Meso, Macro-environment, Macro-ecosystem) are mapped via template analysis.
Findings
Six impediment categories (external environmental factors, internal firm factors, capabilities, business models and processes, value creation and interaction) encompassing 28 unique impediment types to DSI during servitization are identified. A framework enabling impediment comparison across innovation phases and ecosystem/network interaction levels, revealing that the majority of barriers can be framed as “challenges” was developed.
Originality/value
Whilst literature is emerging relating to digital servitization, there is a lack of research on the role DSI plays in facilitating digital servitization and no comprehensive study of DSI impediments exists. Additionally, consensus around the cross-disciplinary terminologies used is lacking. This study is a structured attempt to map the domain, summarizing the terms, identifying and clarifying impediment categories and providing recommendations for researchers and managers in tackling the latter.
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Navya Kumar, Swati Alok and Sudatta Banerjee
Gender diversity is known to trigger creative and relationship conflicts alike, the former a boon for innovation and the latter a bane. This study aims to explore the possibility…
Abstract
Purpose
Gender diversity is known to trigger creative and relationship conflicts alike, the former a boon for innovation and the latter a bane. This study aims to explore the possibility of a gender mix that is “just right” for balancing the intensities of varied forms of conflict to boost innovation in firms in India. Specifically, this paper investigated the presence of an optimal level of women as a percentage of the firm’s full-time permanent employees (Percent-Women) that maximized the firm’s likelihood of product innovation (Product–Innovation–Likelihood).
Design/methodology/approach
Logistic regression analyses of firm-level data of Indian establishments of varied sizes and industries from World Bank Enterprise Surveys 2014 was performed. Instrumental variable addressed the potential endogeneity of Percent-Women.
Findings
The analysis demonstrated an inverted U-shaped relationship between Product–Innovation–Likelihood and Percent-Women. Product–Innovation–Likelihood peaked when Percent-Women lay between 35% and 58%, i.e. when the firm was gender-balanced or close to it.
Practical implications
The finding of an optimal level of female inclusion presents to firms a defined target of gender mix to be achieved, failing to which they may be limiting their innovation potential. It compels firms to view gender diversity as a business imperative with definite implications for their long-term performance.
Social implications
For India, the demonstrated relationship between workplace gender diversity and innovation brings additional reason and urgency to public initiatives, such as female literacy, for boosting female economic engagement. Innovation can power the next stage of the Indian growth story by engaging the heretofore insufficiently tapped female worker.
Originality/value
By demonstrating an optimal degree of female inclusion at which innovation potential peaks, the study reconciled opposing theories of diversity-driven conflicts and went beyond the commonly observed simple linear relationship between female inclusion and innovation. Further, the paper focused on India, a major developing economy with a vast female populace and growing innovation ambitions but scarcely researched for gender diversity’s role in innovation.
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Todd Morgan, Wesley Friske, Marko Kohtamäki and Paul Mills
This paper aims to examine how customer participation in new service development (NSD) and customer relationship management (CRM) technology can improve the NSD performance of…
Abstract
Purpose
This paper aims to examine how customer participation in new service development (NSD) and customer relationship management (CRM) technology can improve the NSD performance of manufacturing firms. Additionally, the paper examines CRM technology usage to understand how it impacts new service performance both individually and jointly with customer participation in NSD.
Design/methodology/approach
This study is a survey of 216 manufacturing managers who are overseeing the development of new services at their organizations. For the analysis, structural equation modeling is used with Amos 22.0. Measures of all latent variables in the analysis pass the traditional tests for reliability, convergent validity and discriminant validity. Furthermore, the results of a common latent factor test for common method variance and Harman’s one-factor test indicate that common method bias is not a source of endogeneity in the model.
Findings
Customer participation has a positive effect on NSD performance. CRM technology usage also has a positive effect on NSD performance. The effect of customer participation on NSD performance is enhanced by CRM technology. The results of a post hoc analysis suggest that the usage of CRM technology has the most benefit for managing the technical aspects of customer participation.
Research limitations/implications
This study has methodological limitations that may impact the generalizability of results. For instance, it is based on cross-sectional self-reported survey data, which is more subjective than longitudinal secondary data. Survey research lacks the depth and nuance of qualitative research designs, which are commonly employed to study NSD. In addition, this study focuses on large US manufacturing firms. The authors do not include small firms or international organizations in the sample. Despite these limitations, they believe the findings can provide significant contributions to the NSD literature.
Practical implications
Although prior research has shown that customer participation and CRM technology can individually influence new product development (NPD) performance, the results indicate they are equally effective factors in the development of new services. Furthermore, the authors show that customer participation can be enhanced via the use of CRM technologies. The interaction is more pronounced within the technical aspects of NSD.
Originality/value
This study contributes to the NSD literature, and it also has implications for managers leading NSD efforts in traditional tangible-product industries. The findings provide additional evidence that customer participation is an effective NSD strategy for manufacturing firms (Morgan et al., 2019). Furthermore, CRM technology is integral to NSD performance. CRM technology not only has a direct effect on NSD performance, but the interaction term of customer participation by CRM technology also has a positive effect on NSD performance.
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Arkadiusz Kawa and Wojciech Zdrenka
The purpose of this study is to identify the factors that create value for the customer in the area of e-commerce logistics and to verify whether these factors impact online…
Abstract
Purpose
The purpose of this study is to identify the factors that create value for the customer in the area of e-commerce logistics and to verify whether these factors impact online retailers' performance through customer satisfaction and customer loyalty in a business to customer (B2C) area.
Design/methodology/approach
For the purpose of the study, a model of logistics value in e-commerce was introduced. The model was proposed based on the literature review. A total of 592 correctly filled questionnaires from telephone and web interviews [computer-assisted telephone interview (CATI) and computer-assisted web interview (CAWI)] were studied. The exploratory factor analysis (EFA) and structural equation modeling (SEM) were conducted in the study.
Findings
It was confirmed that four of five defined logistics value dimensions have positive impact on customer satisfaction. These dimensions are communication of delivery status, convenience of receipt, reception experience and convenience of return. The influence of speed of delivery on customer satisfaction was not confirmed. It was also confirmed that customer satisfaction has a positive impact on customer loyalty and that customer loyalty positively impacts online retailers' performance.
Originality/value
The study contributes to the current understanding of the influence of logistics factors on online retailers' performance through customer satisfaction and customer loyalty. There have been few studies that concern logistics value in e-commerce, with particular emphasis on above-mentioned relations. It is especially an important issue due to the fact that logistics can potentially lead to gain a competitive advantage in e-commerce.
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Chiara Ancillai, Sara Bartoloni and Federica Pascucci
The purpose of this study is to provide an in-depth understanding of the B2B customers’ perspective regarding salespeople’s social media use.
Abstract
Purpose
The purpose of this study is to provide an in-depth understanding of the B2B customers’ perspective regarding salespeople’s social media use.
Design/methodology/approach
The study adopts a qualitative approach based on semi-structured interviews with 26 key informants performing their job in customer role in various industries.
Findings
The authors inductively identify five themes regarding the B2B customers’ perspective of social media use in B2B selling. These themes allow for valuable implications for social selling activities and expected outcomes.
Originality/value
Against a growing body of literature on drivers, best practices and outcomes of social media use by B2B salespeople, less attention has been paid to the customer’s side. The authors extend current research by providing a more complete picture of social selling activities and expected outcomes.
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Mario J. Donate, Fátima Guadamillas and Miguel González-Mohíno
This paper aims to analyze factors based on organizational knowledge management (KM; transactional memory systems and knowledge-oriented leadership [K-OL]) that help firms to…
Abstract
Purpose
This paper aims to analyze factors based on organizational knowledge management (KM; transactional memory systems and knowledge-oriented leadership [K-OL]) that help firms to mitigate conflicts based on task management at work, with the aim to improve their innovation capabilities (IC). The knowledge-based view of the firm, conflict management theory and cognitive collective engagement theory have been used to build a model of relationships that connects the development of positive KM contexts and management of dysfunctional conflict with IC improvement.
Design/methodology/approach
Data survey collected from inland hotel establishments in Spain is used to test seven hypotheses by means of structural equations modeling, applying the partial least squares technique. Direct, indirect and mediating relationships between variables are examined from the structural path model.
Findings
The results confirm that, as expected, IC improve when K-OL and transactive memory systems (TMSs) are properly implemented by hotel establishments, which leads them to reduce negative effects of task management conflict (TMC). Significant direct effects are found between the key variables of the study and also a significant indirect effect between K-OL and IC through TMS reinforcement and the mitigation of TMC.
Practical implications
This paper provides useful ideas for hotel managers about how to improve KM contexts in their establishments while avoiding TMC. Efforts devoted to creating those contexts by hotel establishments are shown to be effective to improve their IC and create competitive advantages.
Originality/value
The analysis of IC improvement by studying TMC mitigation had not been researched to date by the KM literature. The consideration and testing of a model that integrates KM-related tools such as K-OL and TMS to avoid TMC in the hotel industry is the main contribution of this study.
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