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Article
Publication date: 2 June 2014

Steve Nguyen

The purpose of the paper is to outline a diversity training framework in which research literatures and findings in psychology and human resource management (HRM) are…

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1273

Abstract

Purpose

The purpose of the paper is to outline a diversity training framework in which research literatures and findings in psychology and human resource management (HRM) are used to guide organizations in the delivery of diversity training. The author proposes improvements to the current state of diversity training practices and implementations within organizations through the use and integration of research literature.

Design/methodology/approach

The paper is both a conceptual and a general review paper. It involves the discussion of research on diversity training, as well as diversity and training separately (conceptual), and includes a general analysis of diversity training (review).

Findings

The paper offers a general review about how psychological and HRM research findings can help organizations better implement diversity training. It suggests that successful diversity training involves a three-part approach: follow established psychological theory to guide selection of diversity training initiatives, use a framework for HR diversity management and adopt practical steps to better manage diversity initiatives (paying careful attention to a needs assessment, linking diversity strategy to business results and establishing metrics and evaluating effectiveness).

Practical implications

Diversity training has not been and continues to not be research- or evidence-based. This paper outlines some suggestions for integrating psychological and HRM research findings into the delivery of diversity training. The practical implication is that organizations and stakeholders will use a more evidence-based approach to diversity training.

Originality/value

This paper meets the needs of organizations seeking a more research- and evidence-based approach to diversity training.

Details

Development and Learning in Organizations: An International Journal, vol. 28 no. 4
Type: Research Article
ISSN: 1477-7282

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Article
Publication date: 2 June 2014

Anne Gimson

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66

Abstract

Details

Development and Learning in Organizations: An International Journal, vol. 28 no. 4
Type: Research Article
ISSN: 1477-7282

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Article
Publication date: 3 April 2017

Sebastian Molinillo, Arnold Japutra, Bang Nguyen and Cheng-Hao Steve Chen

There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands…

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9989

Abstract

Purpose

There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty.

Design/methodology/approach

This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the data.

Findings

The results show that brand personality positively affects the three CBR constructs. Specifically, the focus is shifted to the two major personality dimensions, responsible and active, respectively. The results indicate that an active brand is a stronger predictor of brand awareness compared to a responsible brand. However, a responsible brand is a stronger predictor of brand trust as well as brand loyalty compared to an active brand. Surprisingly, the results display that active brands lower brand trust and brand loyalty.

Practical implications

This finding informs brand managers that projecting active brand personality leads to higher awareness. However, projecting more responsible brand leads to greater trust and loyalty. The study highlights that having one personality may not be sufficient to develop an enduring CBR, but a brand personality must “evolve” and progress as the relationship develops over time. Such dynamic brand personality may provide a more long-lasting brand strategy and a greater source of competitive advantage.

Originality/value

The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs, and in doing so, the study responds to previous studies’ calls to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, the study displays which ones of the two dimensions in the new BPS (i.e. responsible and active) may be better predictors to the three CBR constructs.

Details

Marketing Intelligence & Planning, vol. 35 no. 2
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 26 August 2021

Koblarp Chandrasapth, Natalia Yannopoulou, Klaus Schoefer, Tana Cristina Licsandru and Thanos Papadopoulos

The purpose of this study sets out to examine (1) how have conflicts been conceptualized and operationalized within the context of online consumption communities? (2) what…

Abstract

Purpose

The purpose of this study sets out to examine (1) how have conflicts been conceptualized and operationalized within the context of online consumption communities? (2) what are the main conflict management, resolution strategies and frameworks that have been identified? and (3) what are the gaps in the relevant body of work in terms of theoretical and methodological dimensions, and what implications do they have for future research.

Design/methodology/approach

This study adopts a systematic and multidisciplinary literature review of online conflicts. Following a descriptive and thematic content analysis, it examines 79 peer-reviewed scholarly articles of the past 20 years within 6 scientific databases.

Findings

The authors propose a literature-based conceptualization of online conflicts and a multi-level conflict resolution matrix based on the different governance structures and social control mechanisms investigated in extant research.

Originality/value

The originality of this study lies in the integrative and interdisciplinary view of online conflict in global consumption communities.

Details

International Marketing Review, vol. 38 no. 5
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 23 July 2020

Wai Wai (Joyce) Ko, Cheng-Hao Steve Chen, Gordon Liu, Bang Nguyen and Sachiko Takeda

This study connects the theoretical concepts of strategic orientation and information technology (IT)-based product innovation strategy to suggest that several key factors…

Abstract

Purpose

This study connects the theoretical concepts of strategic orientation and information technology (IT)-based product innovation strategy to suggest that several key factors can help small firms to develop IT-based product innovation strategies.

Design/methodology/approach

With data from 245 useable questionnaires (response rate 25.18%) from UK-based small firms in the high-tech industry, the research model was tested and validated.

Findings

Findings show that information technology support for core competencies mediates the relationship between strategic orientation and IT-enabled product innovation (ITEPI). Specifically, by distinguishing the different types of strategic orientation and information technology support for core competencies, the study finds that IT support for market access competency (ITMA) mediates the market orientation–ITEPI relationship, while IT support for functionality-related competency (ITFR) mediates the technology orientation–ITEPI relationship. Academic implications arising from the findings are discussed and managerial propositions provided.

Originality/value

This study offers a fresh theoretical angle from which to understand the factors that contribute to ITEPI. More specifically, we argue that strategic orientation reflects managers' focus to pursue certain activities, and that ITEPI serves as organizational activity. Further, this study also extends relevant research in the field of strategy, IT and innovation. It provides a more nuanced picture of how strategic orientation affects ITEPI.

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Article
Publication date: 31 October 2018

Cheng-Hao Steve Chen, Meng-Shan Sharon Wu, Bang Nguyen and Stacey Li

The purpose of this study is to provide insights into value creation within a newspaper consumption community, adding to current information research by demonstrating how…

Abstract

Purpose

The purpose of this study is to provide insights into value creation within a newspaper consumption community, adding to current information research by demonstrating how an atypical consumption community can co-create value in ways different from those identified in extant research. The upheaval of the newspaper industry’s business model and value chain in the face of digitalisation has led to significant decreases in newspaper revenue. To stay successful in the modern digital climate, it is essential for newspapers to utilise the interactive features of Web 2.0 to find new value sources. To do so, it is necessary to focus not just on tangible financial value but also symbolic value. The study supports the notion that consumers collectively co-create value through consumption community practices.

Design/methodology/approach

Through the conduction of a netnographic exploration of active consumers on the Guardian website and interviews with passive consumers, the study’s aims of understanding co-creation in digitally facilitated newspaper consumption environment were achieved.

Findings

The findings have opened up new ways in which newspapers can harness value through consumption communities as well as suggesting the future scope of research. This study indicates that newspapers foster an atypical environment for the creation of a cohesive consumption community – something that has failed to be appreciated in extant information research – because their diverse content influences the formation of multiple community pools with members who do not always share the same beliefs. In addition, the study reveals that the Guardian’s online consumption community co-creates value without strict adherence to the prescribed contingencies set out in current literature. The findings uncover new patterns in community behaviour proving value to be created not just through their co-consumption but also through individual consumption.

Originality/value

This study contributes to discussions on how communities co-create value and how this differs with different article subjects (lifestyle and political and types of participants, both active and passive).

Details

The Bottom Line, vol. 32 no. 1
Type: Research Article
ISSN: 0888-045X

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Article
Publication date: 2 June 2020

Weisha Wang, Cheng-Hao Steve Chen, Bang Nguyen and Paurav Shukla

With rising globalization, Western and Eastern brands are increasingly collaborating and co-branding. Drawing on the theory of dialectical self that captures the degree of…

Abstract

Purpose

With rising globalization, Western and Eastern brands are increasingly collaborating and co-branding. Drawing on the theory of dialectical self that captures the degree of cognitive tendency to tolerate conflicts, inconsistencies and ambiguities in self-concept, this paper investigates the effect of consumer dialectical self on co-branding that encompasses Western and East Asian cultural brand personality traits.

Design/methodology/approach

Two studies were conducted using Chinese participants to examine the effects of the dialectical self on co-brand evaluation under single-and dual-personality conditions and to explore the mediating role of ideal social self-congruence and the moderating role of product type (high vs low conspicuous).

Findings

The findings suggest that counterintuitive to the received wisdom, the dialectical self negatively influences one's attitude towards a co-brand in the dual-personality condition only. Further, ideal social self-congruence mediates the relationship between the dialectical self and dual-personality co-brand evaluation in the high conspicuous product condition only.

Practical implications

Important implications are offered to international marketing managers for managing the dialectical self that lead to positive co-brand evaluations. Moreover, managers should highlight ideal social self-congruence for co-branding success for particular product types.

Originality/value

This paper examines co-branding from a novel perspective of consumer dialectical self and shows the pivotal role it plays when brands carry varying cultural traits engage in co-branding. By identifying the role of the dialectical self and the important mediator and moderator, the paper fulfils an important gap in co-branding literature and offers key implications.

Details

International Marketing Review, vol. 37 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

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Case study
Publication date: 20 January 2017

Mark Jeffery, Zev Kleinhaus, Twinkle Ling, Itaru Matsuyama, Thien Nguyen-Trung and Keita Suzuki

In March 2009, Steve Fowler, vice president of strategy and client service at full-service advertising agency Ayzenberg, had just completed what he considered to be one of…

Abstract

In March 2009, Steve Fowler, vice president of strategy and client service at full-service advertising agency Ayzenberg, had just completed what he considered to be one of the most innovative campaigns he had ever handled. Capcom, a leader in the video gaming industry, had just launched Resident Evil® 5 (RE5), the latest release of one of the industry's most valuable game franchises. RE5, a powerful asset with a passionate fan base, had warranted the use of an online viral, or word-of-mouth (WOM), campaign for its worldwide game launch. Although the creative work and appropriate media for the RE5 launch had been meticulously planned, Fowler was also interested in measuring the effectiveness of the campaign to better serve his client. In the past, measuring WOM was practically impossible. However, a software company named Meteor Solutions had found a way to do exactly that. Fowler and his team had worked with Meteor to execute several campaigns for other clients, but he had never applied Meteor tools on such a large scale. Fowler knew Capcom would want to hear specific WOM figures. What was the return on investment for the RE5 campaign and the implications for future campaigns? Had the Meteor tools provided comprehensive and actionable information, or was more work needed before these solutions could be widely used in advertising?

How to measure the value and fully leverage social media marketing including key success factors, challenges, metrics and implications for future campaigns and other industries.

Details

Kellogg School of Management Cases, vol. no.
Type: Case Study
ISSN: 2474-6568
Published by: Kellogg School of Management

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Article
Publication date: 14 June 2013

Hai Thi Hong Nguyen, Steve Wood and Neil Wrigley

The purpose of this paper is to trace the modernisation of the retail structure of Vietnam from a closed market to one that is increasingly open to retail transnational…

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1734

Abstract

Purpose

The purpose of this paper is to trace the modernisation of the retail structure of Vietnam from a closed market to one that is increasingly open to retail transnational corporation (TNC) entry and associated Western retail formats.

Design/methodology/approach

The authors undertake this study of retail change through the analysis of a wide range of governmental and industry secondary data – much of which has not entered western academic debate given the challenges of access and translation. In doing so, this period of adaptation is related to well‐known studies concerning the diffusion of western forms of retailing discussed across the social sciences.

Findings

As a country encountering the third wave of supermarket proliferation within emerging markets, Vietnam's experience is found to broadly fit the models of retail foreign direct investment (FDI) entry and retail “modernisation” suggested by Natawidjaja et al. and Dries et al. The retail change process was affected by a slow, progressive creep of market liberalisation where, as late as 2009, a foreign partner could hold only up to 49 per cent of capital in a joint venture. While analysis of the evidence suggests some retailers flouted these laws or employed creative approaches to mitigating their effects, such regulations clearly underpinned a less intense initial influx of retail FDI than had been experienced elsewhere in Asia and maintained a high domestic ownership level in the retail market. Retail modernisation has intensified in recent years, with greater international entry, expansion and retail format proliferation diffusing from cities to more rural locations, though the top five grocery operators still account for less than 4 per cent of the grocery market.

Originality/value

Studies within retail management of retail internationalisation have tended to focus on fully liberalised countries that have attracted high rates of retail capital. In contrast, this paper focuses on understanding the emergence of one of the countries somewhat later to these trends.

Details

International Journal of Retail & Distribution Management, vol. 41 no. 8
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 7 September 2015

Meng-Shan Sharon Wu, Cheng-Hao Steve Chen and Bang Nguyen

It is generally agreed that marketing campaigns developed for western markets may not be appropriate for consumers living in eastern cultures, particularly with respect to…

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3824

Abstract

Purpose

It is generally agreed that marketing campaigns developed for western markets may not be appropriate for consumers living in eastern cultures, particularly with respect to strategies for promoting luxury brands. While consultancy reports and media commentaries show that rising levels of disposable income are driving increasing demand for luxury goods in China and Taiwan, for example, the academic literature offers very few consumer research findings clearly elucidating the different luxury purchasing behaviour of eastern and western consumers. The purpose of this paper is to compare the consumption of luxury products and luxury fashion purchasing habits in Taiwan and the UK, with particular reference to the fashion sector, focusing on a strategically important emerging market segment: young consumers of luxury brands.

Design/methodology/approach

To achieve the study’s objectives, questionnaires were administered online in each of the two countries to females aged 18-26 years, who had made more than two luxury purchases in the year preceding the survey. Employing a two-wave survey, respondents were selected via social media and personal contacts in the UK and by means of snowball sampling in Taiwan.

Findings

The study found one major point of difference among many similarities: the Taiwanese buyers scored significantly higher on indicators that they were treating luxury brands as a means of developing their self-identity and communicating their social standing: an important part of maintaining “face” in Asian cultures. These findings contain important strategic implications for luxury fashion brand managers developing marketing campaigns for the promotion of their brands in the distinctive cultures of Taiwan, Mainland China and their neighbours.

Originality/value

The study reported in this paper compares the consumption of luxury products in Taiwan and the UK, with particular reference to the fashion sector. The study contributes to existing knowledge by evaluating differences and similarities in: first, the luxury fashion purchasing behaviour of young women in Taiwan and the UK; and second, the ways in which the two sets of consumers use luxury fashion products as an extension of their selves.

Details

Asia-Pacific Journal of Business Administration, vol. 7 no. 3
Type: Research Article
ISSN: 1757-4323

Keywords

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