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Article
Publication date: 3 June 2021

Kalanit Efrat, Andreas Wald and Shaked Gilboa

Serial crowdfunders are vital to the advancement of crowdfunding, either by launching subsequent campaigns or by mentoring novice (first-time) crowdfunders. However…

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158

Abstract

Purpose

Serial crowdfunders are vital to the advancement of crowdfunding, either by launching subsequent campaigns or by mentoring novice (first-time) crowdfunders. However, research on crowdfunders’ drivers has focused on either novice crowdfunders’ motivations or the factors contributing to serial crowdfunders’ success. The present study aims to complement existing knowledge on serial crowdfunders by exploring behavioral and well-being aspects that drive novice crowdfunders to become serial crowdfunders.

Design/methodology/approach

Data on crowdfunders were retrieved through in-depth interviews with 42 novice and 17 serial crowdfunders on a list provided by the largest crowdfunding platform in Israel. Complementary data were collected from interviews with the chief executive officers (CEOs) of two leading rewards and donations platforms in Israel and from the contents of the pages of crowdfunding campaigns. A four-stage process of content analysis was applied.

Findings

Novice and serial crowdfunders follow different logics. While novice crowdfunders’ motivations and behavior can mostly be explained by the theory of planned behavior (TPB) and follow a more rational process, serial crowdfunders’ motivations and behavior are guided by aspects of well-being.

Originality/value

The findings show that the more rational process described by the TPB and the dimensions of well-being interacts in a circular way to motivate serial operations by crowdfunders. Well-being is also manifested in the maintenance of social ties and the development of social capital, which are crucial for serial entrepreneurs.

Details

Internet Research, vol. 32 no. 1
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 21 November 2020

Kalanit Efrat, Shaked Gilboa and Andreas Wald

The current study explores the emergence of well-being, a fundamental human goal, in the crowdfunding process by investigating entrepreneurs and backers' interactions…

Abstract

Purpose

The current study explores the emergence of well-being, a fundamental human goal, in the crowdfunding process by investigating entrepreneurs and backers' interactions within reward and donation campaigns.

Design/methodology/approach

The study is based on interviews with 64 entrepreneurs and 50 backers of rewards and donation campaigns.

Findings

The analysis revealed that the crowdfunding experience triggers all three aspects of well-being––hedonic, eudaimonic and social––for both entrepreneurs and backers. These aspects emerged in the course of the campaign's life stages.

Originality/value

The study establishes well-being as a core aspect of entrepreneur–backer interaction and shows how entrepreneurs' well-being feeds back into backers' well-being and vice versa. Furthermore, it illustrates how well-being, in its various aspects, develops during the different stages of the crowdfunding process to facilitate a full well-being experience and a sense of accomplishment for both types of participants.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 27 no. 2
Type: Research Article
ISSN: 1355-2554

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Article
Publication date: 22 March 2019

Kalanit Efrat, Shaked Gilboa and Arie Sherman

Recent research has addressed the marketing aspects incorporated in crowdfunding activity, establishing their relevance to campaign success. In line with this, research…

Abstract

Purpose

Recent research has addressed the marketing aspects incorporated in crowdfunding activity, establishing their relevance to campaign success. In line with this, research has begun to explore the behavioral aspects of crowdfunding participants, drawing on the buyer–seller interaction. The purpose of this paper is to expand on this trend by investigating the role of supporter engagement and its link to campaign success.

Design/methodology/approach

The proposed model was tested using structural equation modeling analysis. Data collection was based on a survey of 116 supporters, combined with outcome data of 530 crowdfunding campaigns.

Findings

The study’s findings revealed that supporters distinguish between their engagement to the campaign and to the campaign’s creator. However, both aspects of engagement affect community establishment and supporters’ promotion efforts. The authors also found that these indicators of engagement are associated with campaign success.

Originality/value

Research on crowdfunding supporters have focused to date on criteria contributing to campaigns success, exploring the motivational aspects associated with such activity. The current study expands this perspective by examining supporters’ engagement, differentiating between engaging with the creator and engaging with the campaign. Recommendations for creators include making efforts to establish supporter engagement to facilitate active promotion and shape future support intentions, thus facilitating enhanced outcomes for both current and future campaigns.

Details

Baltic Journal of Management, vol. 15 no. 2
Type: Research Article
ISSN: 1746-5265

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Article
Publication date: 14 September 2012

Shaked Gilboa and Iris Vilnai‐Yavetz

The purpose of this paper is two‐fold: first, to identify segments of mall visitors based on the way they perceive mall attributes, their activities and their visiting…

Abstract

Purpose

The purpose of this paper is two‐fold: first, to identify segments of mall visitors based on the way they perceive mall attributes, their activities and their visiting patterns; second, to examine whether different social groups are characterized by different mall consumption habits. In addition, the Israeli segmentation will be compared with segmentations of mall visitors in other countries, previously described in the literature.Design/methodology/approach – Data were collected through a phone intercept survey of 725 respondents comprising a representative sample of Israeli mall visitors.

Findings

In total, three mall visitor segments were found – enthusiasts, recreationals, and utilitarians – validating findings of previous studies conducted in other countries. The three segments differed in perceived mall attributes, mall activities and visiting patterns, and in their consumption behavior (planned versus impulse buying and money spent), as well as in their demographics.

Practical implications

The results suggest activities and visiting patterns as the best foundations for the preparation of plans to attract mall visitors. Enthusiasts are attracted primarily by the mall's entertainment activities; recreationals look for places to hang out with others; and utilitarians prefer a functional retail mix. Retailers should address each segment separately and make separate plans accordingly.

Originality/value

The paper contributes to the consumer behavior literature by validating previous findings of three groups of mall visitors; and to the cross‐cultural literature on mall visitors by shedding light on mall visitors in a multicultural society. In addition, the study offers practical insights for mall managements.

Details

Marketing Intelligence & Planning, vol. 30 no. 6
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 8 February 2013

Shaked Gilboa and Iris Vilnai‐Yavetz

The present exploratory study aims to link various fields of inquiry dealing with the consumer experience so as to conceptualise the mall experience and delineate its components.

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2648

Abstract

Purpose

The present exploratory study aims to link various fields of inquiry dealing with the consumer experience so as to conceptualise the mall experience and delineate its components.

Design/methodology/approach

A total of 119 informants wrote narratives about their mall experience. Of these stories, 100 underwent narrative and content analysis in order to identify key components of the mall experience.

Findings

The findings show that the mall experience can be conceptualised as a holistic subjective phenomenon, encompassing a behavioural core accompanied by cognitive and emotional reactions. Four different mall experiences were identified: seductive, interactive museum, social arena, and functional.

Research limitations/implications

This exploratory study offers a theoretical conceptualisation of the mall experience.

Originality/value

The paper offers a new conceptualisation of the mall experience, based on a behavioural core with associated cognitive and emotional reactions. The paper identifies four types of mall experience. It redefines the impact of the physical environment on customers' reactions; expands the theory regarding hedonic and utilitarian consumption; and stresses the social role of the mall.

Details

European Journal of Marketing, vol. 47 no. 1/2
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 19 August 2013

Ram Herstein, Shaked Gilboa and Eyal Gamliel

The present study aims to investigate the role of brand store image in the context of private and national fashion brands. The study examines two issues: do private brand…

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3168

Abstract

Purpose

The present study aims to investigate the role of brand store image in the context of private and national fashion brands. The study examines two issues: do private brand consumers differ from national brand consumers in their perception of the attributes they value in their store image? And, do fashion consumers in general differ in their perception of the attributes they value in a store image?

Design/methodology/approach

Data were collected through a field survey comprising 395 respondents: 195 private brand consumers and 200 national brand consumers.

Findings

Findings indicate that the two groups of consumers do not differ in their perception of store image. Cluster analysis reveals two groups of consumers: “Brand Store Image Enthusiasts” who are high in their perception of their brand store image attributes, and “Brand Store Image Indifferent” consumers who are low in their perception of their brand store image attributes. The first group was also found to have greater brand loyalty.

Practical implications

Different marketing strategies are offered to each fashion sector. In addition, distributors in the fashion industry should build a strategy for Brand Store Image Enthusiasts who are high in their perception of all three brand store attributes. It is essential to point out the psychological meaning of the brand when appealing them.

Originality/value

The study contributes to the consumer behavior literature by tying the well-established construct of brand store image to the fashion sector in the context of private and national labels.

Details

Journal of Product & Brand Management, vol. 22 no. 5/6
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 20 July 2012

Shaked Gilboa and Ram Herstein

The purpose of the current exploratory study is to examine whether place status (ordinary or prestigious) and place loyalty can be related to personal well being (measured…

Abstract

Purpose

The purpose of the current exploratory study is to examine whether place status (ordinary or prestigious) and place loyalty can be related to personal well being (measured by happiness and self‐esteem).

Design/methodology/approach

Data were collected through a field survey with 150 respondents.

Findings

Significant differences were found between residents of prestigious versus ordinary communities. Among those who perceive their community as ordinary, the paper found no relationship between place loyalty and self esteem, and a marginally significant negative relationship between place loyalty and happiness. In contrast, among those who perceive their community as prestigious, the paper found a positive relationship between place loyalty and happiness, and a marginally significant positive relationship between place loyalty and self esteem.

Research limitations/implications

The present study is based on a rather small non‐representative sample. As it is unclear whether place loyalty predicts happiness or vice versa, future research is needed to further examine this relationship.

Practical implications

The current findings suggest that place branding efforts have the potential of strengthening residents' loyalty to their living places on the one hand, and enhancing their well being on the other.

Originality/value

The current study examines for the first time the relationship between the marketing parameters of brand status and customer loyalty, and the psychological constructs of happiness and self‐esteem, in the unique context of living place. This relationship has not been previously studied and has much relevance to the literature about place branding.

Details

Journal of Place Management and Development, vol. 5 no. 2
Type: Research Article
ISSN: 1753-8335

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Book part
Publication date: 4 December 2018

Gisela Alves, Arnaldo Coelho and Vítor Roque

Many destination marketers organise events to draw economic benefits over the short and long term. However, this chapter suggests that events can result in more than…

Abstract

Many destination marketers organise events to draw economic benefits over the short and long term. However, this chapter suggests that events can result in more than economic benefits, as they can be used to improve a destination’s branding and image. The authors explain how the organisation and implementation of successful events can enhance the destination’s attributes. They explore the consumer-based brand equity (CBBE) of the event and examine its relationship with other variables, including the destination’s image. Moreover, they maintain that music festivals can enhance the destination’s image and branding, particularly, when the visitors share their positive experiences with others. The authors make reference to two Portuguese events: NOS Primavera Sound event and NOS ALIVE. In conclusion, they imply that such music events are improving the brand equity among customers and adding value to the destination marketing of Portugal.

Details

The Branding of Tourist Destinations: Theoretical and Empirical Insights
Type: Book
ISBN: 978-1-78769-373-9

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Content available
Article
Publication date: 20 July 2012

Cathy Parker, John Byrom, Gareth Roberts and Simon Quin

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122

Abstract

Details

Journal of Place Management and Development, vol. 5 no. 2
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 10 November 2020

Susan Stead, Gaby Odekerken-Schröder and Dominik Mahr

This article investigates the role of schemas in shaping customer experiences in new servicescapes, across the customer journey. The authors take a customer perspective…

Abstract

Purpose

This article investigates the role of schemas in shaping customer experiences in new servicescapes, across the customer journey. The authors take a customer perspective that reveals how schematic information processing takes place at four pyramidal levels—event, touchpoint, encounter and concrete activities—that in turn lead to customer responses.

Design/methodology/approach

The study introduces a novel ethnographic schema elicitation technique (ESET), which enables unraveling schemas at the touchpoint level across the customer journey of a European grocery store that recently launched a new SST innovation. This tailored approach provides fine-grained insights into customer experiences at the moment they occur.

Findings

The conceptual framework unravels schematic information processing, as illustrated with an empirical study. The activation of different schemas and their modification is highlighted in rich qualitative data.

Research limitations/implications

Innovative service offerings require customers to adapt their existing behaviors. Understanding this highly individual process, which requires schema modification, could be furthered by longitudinal in-depth research.

Practical implications

By understanding schematic information processing, managers and policymakers can develop better strategies for activating sustainability or health-conscious schemas that guide customer behavior in positive directions.

Originality/value

By applying ESET to new self-service technology, the authors provide valuable insights for service managers and retailers. They show the particular need for prudence in changing schemas in ways that avoid negative cognitive, emotional or behavioral responses.

Details

Journal of Service Management, vol. 32 no. 4
Type: Research Article
ISSN: 1757-5818

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