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1 – 6 of 6Fernanda Rizzon, Deonir De Toni, Ana Paula Graciola and Gabriel Sperandio Milan
This paper aims to investigate the effect of product price image (PPI) on perceived value (PV) and repurchase intention (RI) of Brazilian customers' craft beer. Moreover, this…
Abstract
Purpose
This paper aims to investigate the effect of product price image (PPI) on perceived value (PV) and repurchase intention (RI) of Brazilian customers' craft beer. Moreover, this research also verifies the moderating effect of customer experience (CE) and price sensitivity.
Design/methodology/approach
The survey data analysis was performed using Smart-PLS 3.3.9 and Process 4.1 software with 329 customers.
Findings
The results show that PV is a full mediation variable in the relationship between PPI and RI. As a mediated moderation, lower CE and price sensitivity better explain the indirect effect of PPI on RI via PV.
Practical implications
Thus, managers may reinforce the PV of low price sensitivity and low CE. These customers learn about companies' prices compared with higher price-sensitive customers and higher CE that already PV.
Originality/value
The article discusses the implications of PV as a mediator, low price sensitivity and low CE as moderators for craft beer.
Highlights
The world's most widely consumed alcoholic beverage, following water and tea, the third-most-popular drink on earth is beer;
Managers should create strategies to reinforce the PV and consequently the RI by offering PPI and benefits (PV) for customers with low experience and low-price sensitivity about craft beer;
Low customer experience and low-price sensitive's customers are learning about companies' prices compared to higher price sensitive, and higher customer experience that already PV, PL, PF, and PEs and NEs;
Small producers craft beer that connotated the product's high quality and benefits; the higher may be the level of RI and consumption from customers.
The world's most widely consumed alcoholic beverage, following water and tea, the third-most-popular drink on earth is beer;
Managers should create strategies to reinforce the PV and consequently the RI by offering PPI and benefits (PV) for customers with low experience and low-price sensitivity about craft beer;
Low customer experience and low-price sensitive's customers are learning about companies' prices compared to higher price sensitive, and higher customer experience that already PV, PL, PF, and PEs and NEs;
Small producers craft beer that connotated the product's high quality and benefits; the higher may be the level of RI and consumption from customers.
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Krishnaveni Ramiah and Amy Fisher Moore
After reading and discussing the case study, students should be able to identify the reasons why the company needed to digitise and how this links to the company’s strategy around…
Abstract
Learning outcomes
After reading and discussing the case study, students should be able to identify the reasons why the company needed to digitise and how this links to the company’s strategy around technology and innovation, analyse the digitalisation implementation process followed in the case study by using an organisational change management model and make recommendations and propose a solution for the protagonist to consider for the successful roll-out of the digitalisation project.
Case overview/synopsis
DRA Projects is part of the DRA Global business based in South Africa. The company is known locally in the mining and engineering industry for its project development, delivery, execution and operations capabilities. Digital transformation is a key strategic focus in the industry, as clients seek digitised integrated systems. For this client offering, J.C. Heslinga, managing director of DRA Projects, was tasked with leading the digitalisation of the project delivery system. From July 2020 until July 2022, Heslinga led the implementation team through different organisational change stages. As the next phase included rolling out digitalisation to pilot projects and engaging employees and clients in the new process, Heslinga wondered if enough was done to ready the business for this change. The end users would be executing the changes, so their adoption will be imperative for successfully rolling out digitalisation. The case study concludes with Heslinga pondering the approach needed for the next phase. The case study focuses on the digitalisation implementation process through the lens of organisational change. The case study presents an opportunity to analyse and identify the theories and models used in organisational change within a real-life business context. The organisational change learnings can be adapted to help students with any transformation changes in similar business scenarios.
Complexity academic level
Postgraduate- and master’s-level students and business executives attending short courses will benefit from the learnings. The learnings can be applied to improve decision-making, organisational behaviour and strategic implementation using the fundamental principles of organisational change.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 6: Human resource management
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Natalie A. Mitchell, Tony Stovall and David Avalos
This paper aims to assess the representation of women of color (WOC) in the top 3 fashion magazines and explore the implications of underrepresentation within marketing…
Abstract
Purpose
This paper aims to assess the representation of women of color (WOC) in the top 3 fashion magazines and explore the implications of underrepresentation within marketing communications. The authors draw from diffusion theory and marketplace omission and commission to situate the research focus and highlight its application to the study findings.
Design/methodology/approach
A content analysis was conducted on 481 cover models on the top three fashion magazines of 2018 – Vogue, Cosmopolitan and Vanity Fair during 2006–2018.
Findings
The findings indicate WOC are underrepresented despite the strides of inclusion in the marketplace in America during a postracial period. Representation is as follows: white – 412 (86%); black – 41 (9%); Latina – 19 (3.9%); biracial 7 (1.5%); Asian – 1 (0.2%); and Native American – 1 (0.2%). Latina models had the lowest representation. Native and Asian women were completely excluded. When they do appear, black and Latina cover models are more likely than white models to be shown wearing sexually suggestive attire.
Practical implications
This study makes four recommendations to promote antiracism in marketing: diversify staff hiring and editorial decision-makers for public-facing talent; solicit counsel from multicultural marketing agencies; create antiracist marketing curriculum; and cultivate a pipeline of diverse talent for future hiring.
Originality/value
The originality of this paper centers its contribution to the dearth research investigating representation implications within the fashion marketing industry during an alleged post-racial period, and a longer time span. It also presents structured antiracist marketing solutions to mitigate underrepresentation.
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Radha Yadav, Narendra Singh Chaudhary, Dharmendra Kumar and Damini Saini
This study aims to perform a systematic literature review to organize the abundance of information on employee relations (ER) and sustainable organizations. Moreover, this study…
Abstract
Purpose
This study aims to perform a systematic literature review to organize the abundance of information on employee relations (ER) and sustainable organizations. Moreover, this study identifies the research gaps by investigating the review of ER’ mediating and moderating variables and the relationship between ER and sustainable organizations.
Design/methodology/approach
This study is based on the systematic literature review methodology involving 257 studies in the final stage. The Scopus and Google Scholar databases with search criteria “employee relations” and “employee relations and sustainable organization” were used to achieve the research objective. After applying inclusion and exclusion criteria, researchers come to the distribution of the articles based on the subthemes, geographical region, types of methods, top authors with affiliation and complete research articles based on the citation. In the final stage, this study concluded with the conceptual model comprising mediators and moderators of ER as well as the mediating and moderating variables of the relationship between ER and sustainable organizations.
Findings
The reviewed literature shows that employee relation is an optimal strategy for retaining employees via proper disclosure of human resources (HRs) and ER Index. This study included the top six publishers, namely, Emerald, Elsevier, Sage, Springer, Taylor and Francis and Wiley Online Library, to do an exhaustive review on a specific topic. The findings indicate that after COVID-19, the ER index, HR disclosures and the sustainability of ER are among the new and required paradigm shifts needed to manage a crisis impact and perform productively. The mediator and moderator variables that can improve employee–employer relationships are organizational trusts, organizational justice, perceived job satisfaction, organizational structure and firm ownership. On the other hand, variables that mediate and moderate the relationship between ER and sustainable organizations are organizational climate, organization trust, organization culture, perceived organization support, psychological empowerment, firm ownership, leadership behavior and attitude, respectively. The findings concluded that harmonious and cordial ER are pertinent in building sustainable organizations and accomplishing organizational goals.
Practical implications
The mediating and moderating variables that have been identified can be helpful for enthusiastic researchers in contributing to empirical research. Practitioners and managers can use the findings in making an effective organizational model that develops good employee–employer relationships and helps create a culture of trust and harmony. This study focuses on exploring the variables of ER, which strengthens employee–employer relationships and supports organizations to stay agile and attain sustainability to endure in the future.
Originality/value
This study insights on the specific mediating and moderating variables of ER and sustainable organizations. Till date, studies exploring constructs of ER and sustainable organizations are still in deficit. Better employee relation reflects and leads to a more resilient organization. Future researchers should explore the connection between pandemics and ER which is done insufficiently in the present time.
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Rajwinder Kaur, Sameer Pingle and Anand Kumar Jaiswal
This research aims to investigate the relationship between employer branding and its antecedent organisational culture within the context of the private banking sector. The study…
Abstract
Purpose
This research aims to investigate the relationship between employer branding and its antecedent organisational culture within the context of the private banking sector. The study also investigates the relationship between employer branding and employee brand equity as a consequential construct. Additionally, the mediating role of trust and the moderating role of gender in the relationship between employer branding and employee brand equity has been examined.
Design/methodology/approach
The present study’s findings result from data analysis collected from a sample of 454 employees working in private banks in India. The data analysis was conducted utilising the structural equation modelling technique with the assistance of analysis of moment structures (AMOS) software.
Findings
The study’s findings indicate that supportive and bureaucratic (formal) culture in private banks exhibit a significant relationship with employer branding. However, the relationship between innovative culture and employer branding was found to be insignificant. The research also reveals a significant positive association between employer branding and employee brand equity variables: brand consistent behaviour, brand endorsement and brand allegiance. Further, the study highlights the mediating role of employee trust in management in the relationship between employer branding and employee brand equity. Examining demographic variables suggests that gender moderates the relationship between employer branding and employee brand equity.
Originality/value
The originality of this study lies in its exploration of the critical role of organisational culture variables in shaping employer branding within the context of private banks. The findings highlight that cultivating supportive and bureaucratic cultures can effectively enhance the employer branding of private banks. The study emphasises the outcomes of employer branding initiatives, signifying that they contribute to developing brand equity among employees. This leads to long-term employee commitment and advocacy towards the organisation, as employees become brand advocates for the bank with which they are affiliated. The study contributes to a better understanding of the relationship between organisational culture, employer branding and employee brand equity, providing valuable implications for the private banking sector aiming to reinforce their employer brand and increase employee engagement.
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Ágoston Temesi, Zoltán Lakner and Brigitta Unger-Plasek
This study investigated the factors of brand-related behavior, such as brand schematicity (BS), brand relevance in category (BRiC) and brand loyalty (BL), to clarify how they…
Abstract
Purpose
This study investigated the factors of brand-related behavior, such as brand schematicity (BS), brand relevance in category (BRiC) and brand loyalty (BL), to clarify how they influence customer purchasing behavior regarding alcohol and other beverages. This study aims to provide insights that may benefit corporate and regulatory sectors regarding brand-related customer behavior and increases/decreases in alcoholic beverage purchases.
Design/methodology/approach
This study included a sample of 501 Hungarian participants, representative of the population in many respects. The author constructed a model using partial least squares structural equation modeling with data collected from internationally validated scales.
Findings
The findings of this study reveal that BL or BRiC do not positively and directly influence purchase frequency in the beer, wine and pálinka categories; however, their purchase frequency is significantly and positively influenced by BS. Additionally, the degree of BS was somewhat above average for alcoholic beverages compared to nonalcoholic beverages; it was also slightly higher for beer than for wine and pálinka.
Originality/value
To the best of the authors’ knowledge, this is the first study to examine the three brand-related factors of customer behavior, analyze their connections and clarify their effects on alcoholic beverage purchases. BS is a relatively new factor; to the best of the authors’ knowledge, no other study to date has measured the extent of BS and its association with beverage-related customer behaviors. Future studies can compare this study’s findings on the level of BS for eight alcoholic and nonalcoholic beverages. To the best of the authors’ knowledge, this study is also the first to investigate brand-related customer behavior regarding pálinka.
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