Search results

The study investigates how the congruence of online deal popularity and star rating influences service quality expectation in online group buying (OGB) websites. It also investigates the role of authenticity perceptions of online cues.

Two experiments are used to assess the effects of congruence between deal popularity and star rating on service quality expectation for service deals in an OGB website.

The findings suggest that a combination of congruently high deal popularity and high star rating has a stronger effect on expected service quality than a combination of congruently low cues. The findings further suggest that expected service quality is greater under the combination of high deal popularity and low star rating than the combination of low deal popularity and high star rating, showing the differences between incongruent cue combinations. The findings also show the moderating effect of consumer authenticity perceptions of cues on the expected service quality.

The novel contribution of the study is to extend cue congruence theory to explain how congruent online information cues and the consumers' authenticity perceptions of the cues influence consumers' judgment of online deals. The contribution is validated empirically in the context of OGB. The findings advance current knowledge concerning how consumers use online information cues.

Purpose – To provide strategic management scholars, particularly graduate students and new faculty members, a novel approach, the lens model, to investigate emerging economies phenomena.

Design/methodology/approach – Based on a review of the strategic management literature and a search of the strategy databases and journals, I propose the lens model approach and discuss its origins, development, and designs since its introduction. It has been used extensively in such fields as cognitive psychology, social psychology, medicine, agriculture, human resources management, and organizational behavior. Besides the wide application, it has relevance for strategic management research.

Findings – An illustrative study and a summary of the approach from a previous study in one prominent journal are also provided as guides. I conclude by providing recommendations on what to consider in using the approach for the study of emerging economies.

Research limitations/implications – In addition to the strengths of the approach, its weaknesses are also discussed. Suggestions on maximizing the potential of the approach are also discussed.

Practical implications – The approach is an invaluable source particularly for graduate students of strategy who often are unfamiliar with microlevel approaches. They can use it to supplement approaches for strategic management.

Originality/value – To my knowledge, this chapter is the first to discuss the lens model approach in the strategic management literature. In that regard, it fills a gap in the research methodology literature. It can therefore help graduate students improve their careers.

This study aims to analyse the appropriateness of the information content and organization of multinational companies' (MNCs) web sites for Turkish local cultural values with the aim of supporting global brand management decisions.

In order to gather data for the study, 108 MNCs' web sites are analysed by content analysis which is an objective, systematic and quantitative way of conducting information about communication content.

It is seen from the analyses that foreign multinationals could adapt their web sites' information content to local markets appropriately and sufficiently. However, the face (language) and the way (menu) that these data are presented were not adapted as compared to information content on their web sites.

This study has mainly considered the company side of web sites and neglects the consumer side. Future researchers interested in this area could also investigate how consumers perceive adaptation activities of foreign multinationals through web sites in their countries.

One of the major decisions MNCs face in using web sites regards how to organize and present the web site content to fit local needs and values. Although adaptation becomes a major concern, there is no standard for the multicultural content of web sites. There are several cross‐cultural studies in the literature which compare countries by correlating the analysed variables with Hofstede's scores. Rather than comparing home and host countries of foreign multinationals based on certain dimensions, it is found to be more appropriate to assess on what terms and to what degree these companies could adapt or standardize their global communication channels, namely their web sites, in Turkey.

Given the increasing need after the outbreak of COVID-19 to encourage restaurant customers to dine in, the purpose of this paper is to examine the effects that anthropomorphic cues jointly with brand awareness and subjective social class have on restaurant-visit intention.

To better comprehend the use of anthropomorphic cues, this paper involved two studies that used two types of anthropomorphic cues: (1) non-food (a spoon) and (2) food ingredients. For each study, a 2 × 2 mixed factorial design was used.

Using three-way mixed ANOVAs, the results from Study 1 confirmed that adding anthropomorphic cues to a non-food object (a spoon) could induce positive effects for restaurants with lower brand awareness, especially among individuals with low subjective social class. In contrast, Study 2 showed that adding anthropomorphic cues to a food ingredient (e.g. tomato, lettuce and olive) had a weaker effect on restaurants with high brand awareness, especially among individuals with a high subjective social class.

Marketers should use anthropomorphism strategies based on their target customers, especially if their brand is less popular.

Using the theoretical framework from the elaboration likelihood model, this paper contributes to the anthropomorphism literature by showing how an anthropomorphized image that fits an individual’s interests could trigger a careful thinking process that leads to differential behaviors based on brand awareness.

Investors frequently make judgments and decisions in the presence of affect (i.e., mood or emotion). Investors' moods may influence the extent to which they incorporate available financial information in their investment judgments. I propose that investors interpret their moods as signals of the extent to which financial information should be processed to make investment judgments, but only when other, more direct signals regarding the need for in-depth processing are unavailable. Consistent with research in psychology, my experimental results suggest that investors experiencing positive mood exert less effort to process available financial information than investors experiencing negative mood. Consequently, positive mood results in lower-quality financial judgments in my setting. However, when investors receive cues suggesting that initially received information is subjective, the effect of mood on effort to process financial information is mitigated. Overall, my results suggest that factors associated with positive investor mood (e.g., positive market sentiment) reduce the depth of investor analysis and lower judgment quality absent signals regarding the subjectivity of financial information.

The COVID-19 pandemic transformed angel investment meetings from in-person to online. The purpose of this paper is to explore whether this move affected angel investors' perception of subjective behavioral cues in pitch sessions within a large Brazilian angel group.

This study followed an exploratory approach using a triangulation process that combined observation, documents and interviews. Data collected by observation, document studies, and interviews were themed, coded, and organized during the research.

The move from in-person to online pitches did not seem to affect levels of trustworthiness or arrogance as angels assessed more message content during Q&A sessions. Body movement, gestures and “eye gaze” (i.e. the look on a presenter’s face) played a central role in passion assessment during in-person meetings. Body language was highly limited during online sessions and tone of voice became the main source of passion assessment.

The findings of this study suggest that pitches at online meetings affect angel investors' perception of founders' subjective cues, particularly cues pertaining to passion. Entrepreneurs should be trained to convey passion with tone of voice and to improve their body language in the context of webcam use. The interviews with volunteer sampling were subject to volunteer bias. Additionally, the findings may be affected by cultural context.

A practical contribution of this study is to highlight the need for entrepreneurs to be trained for online pitches. In an online setting, body language is limited, but it is still possible to use one’s hands and tone of voice to connect better to investors.

This study is unique because it captures the transition of angel investment meetings from in-person affairs before the pandemic to online meetings during the pandemic crisis. These unique circumstances provided a real-world laboratory to observe founders' subjective cue effects on angel investment decision-making.

Uncertain level discount (ULD) is a type of promotion combining regular discount (RD) with uncertainty. The purpose of this paper is to explore the impact of ULD on consumers’ perceived quality compared with RD and to identify the relevant influencing mechanism and boundary for the effectiveness of ULD.

Three online experiments were conducted with 445 participants from China. First, experiment 1 compares the attractiveness of ULD and RD. Second, experiment 2 evaluates the impacts of ULD and RD on consumers’ perceived quality and clarifies the mechanism in this process. Finally, experiment 3 examines the moderating effect of product knowledge.

ULD has the same level of attractiveness as RD with equivalent expected discount value for consumers. Besides, consumers in ULD give higher ratings to product quality compared with those in RD, and the lower diagnosticity of price cues in ULD underlies the differential effects of ULD vs RD. Furthermore, product knowledge moderates the relationship between the two promotions and perceived quality.

The findings provide valuable guidance for managers to conduct promotional campaigns. ULD is an effective promotion to attract consumers to purchase with keeping consumers’ perceived quality high, and such effectiveness will rise for products that consumers are unfamiliar with. Managers can make rational use of ULD to achieve positive promotion results in both the short and long term.

Few studies pay attention to the long-term effects of the uncertain promotion. This research profoundly investigates the impact of ULD on perceived quality, which complements existing studies from a more integrated perspective that combines short- and long-term effects. Also, this research identifies the mechanism based on the cue diagnosticity theory and puts forward a new explanation for positive uncertainty in uncertain promotions. Finally, this research applies the impact of product knowledge on information process strategies into the uncertain promotion, which clarifies the utility boundary of ULD from a new perspective and offers a more comprehensive understanding for this promotion.

In increasingly competitive markets, opportunities exist to meaningfully differentiate product offerings by cue signalling the claims of emergent categories. Therefore, and within the context of wine sales, the purpose of this study models the supply-led price importance of nascent, extrinsic old vine (OV) cues for South African wines to establish whether to what extent and how producers prioritise such nascent cues relative to more established extrinsic cues of worth.

A data set was compiled of 159 South African wines with OV category cues signalled on front labels, back labels or via marketing material. The play of contending cue variables was computed through an ordinary least square hedonic pricing model.

In addition to the contribution of established cues such as aggregated critic ratings, grape varieties and area of origin, this study confirms that vineyard age contributes significantly to wine price, particularly when signalled on back labels.

In price setting and positional models, such as brand extensions, the findings prove useful in understanding the inherent value of nascent cues and specifically vineyard age, relative to competing established wine cues of worth.

This study extends the wine pricing theory by validating the viability of nascent OV cues in the modelling of a wine’s value.

This paper aims to determine the affecting factors of the brand authenticity of startups in social media.

Using a qualitative method based on a grounded theory approach, this research specifies and classifies the affecting factors of brand authenticity of startups in social media through in-depth semi-structured interviews.

Multiple factors affecting the brand authenticity of startups in social media are determined and categorized as indexical, iconic and existential cues through this research. Connection to heritage and having credible support are determined as indexical cues. Founder intellectuality, brand intellectuality, commitment toward customers and proactive clear and interesting communications are identified as iconic cues. Having self-confidence and self-satisfaction, having intimacy with the brand and a joyful feeling for interactions with the community around the brand are determined as existential cues in this research. This research furthers previous arguments on a multiplicity of brand authenticity by shedding light on the relationship between the different aspects of authenticity and the form that different affecting factors can be organized together. Consumers eventually evaluate a strengthened perception of brand authenticity through existential cues that reflect the cues of other aspects (iconic and indexical) which passed through the goal-based assessment and self-authentication filter.

The research sampling population can be more diversified in terms of sociodemographic attributes. Due to the qualitative methodology of this research, assessment of the findings through quantitative methods can be considered in future research.

Using the findings of this research, startup managers can properly build a perception of authenticity in their consumers’ minds by using alternate factors while lacking major indexical cues such as heritage. This research helps startup businesses to design their brand communications better to convey their authenticity to their audiences.

This research determines the factors affecting the authenticity of startup brands in social media. It also defines the process of authenticity perception through different aspects of brand authenticity.

This study applies a person-environment fit (PEF) framework to examine the extent to which organizational attractiveness may be influenced by person-organization fit (POF) feedback and person-job fit (PJF) feedback in web-based recruitment. Furthermore, the potential mediating roles of subjective POF and subjective PJF perceptions were examined.

Senior undergraduate business administration students participated in a two-stage experiment by completing a paper-and-pencil survey during a campus career fair and then reviewing a recruitment website.

Research findings showed that online assessment feedback on PJF was positively related to organizational attractiveness. The higher the level PJF, the more organizational attractiveness participants reported. Second, both POF and PJF feedback information can affect organizational attractiveness indirectly through subjective POF and PJF perceptions, respectively. Fresh graduates were more sensitive to PJF feedback in deciding organizational attractiveness.

This study contributes to the recruitment literature in at least three ways. First, online recruitment messages concerning can affect organizational attractiveness. Second, in support of the PEF framework, fresh graduates can distinguish subjective POF perceptions from subjective PJF perceptions. Third, fresh graduates are more sensitive to PJF information and perceptions in deciding organizational attractiveness.