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Article
Publication date: 26 October 2018

Vishag Badrinarayanan and Jeremy J. Sierra

Understanding consumer engagement in brand-centric collectives remains a critical area of interest in the branding literature. Although various antecedents have been…

Abstract

Purpose

Understanding consumer engagement in brand-centric collectives remains a critical area of interest in the branding literature. Although various antecedents have been examined in prior research, members’ perceptions regarding how society evaluates such collectives remain under-explored. Focusing on brand tribes as the focal brand-centric consumer collective, the aim of this research is to examine and replicate the effects of inferences regarding societal approval (i.e. reputation, stigma and legitimacy) on members’ commitment to the tribe and brand tribalism.

Design/methodology/approach

Two distinct video game communities – one typically described in research and media as mainstream (Study 1; N = 242) and the other as deviant (Study 2; N = 926) – are used for data collection. Structural equation modeling is used to test hypotheses.

Findings

Interestingly, the significance and the direction of the paths differ meaningfully for these samples. For the mainstream community, reputation relates positively to legitimacy, while stigma relates inversely to both legitimacy and commitment. For the deviant community, reputation relates positively to legitimacy, while stigma relates positively to both legitimacy and commitment. For the mainstream community, reputation relates positively to commitment; for the deviant community, this relationship is non-significant. In turn, positive effects are found for legitimacy and commitment on brand tribalism (mainstream community) and for commitment on brand tribalism (deviant community).

Research limitations/implications

Using data from video gamers within mainstream and deviant communities may constrain external validity. As effect sizes in this setting are cognized, researchers have additional benchmarks for future brand tribalism research.

Practical implications

Perceived societal approval influences engagement in brand communities, albeit in different ways depending on the type of community. Therefore, perceptions of societal approval among current and potential brand community members must be acknowledged and understood by marketers. Within mainstream and deviant video game communities, such tribal-laden following exists. By further understanding determinants of brand tribalism, marketers and brand managers are in a better position to devise adroit strategies that appeal to targeted consumers, thereby boosting brand value.

Originality/value

Conceptualizing brand tribalism anthropologically, this study adds to the branding literature by examining cardinal, brand community/tribe-linked antecedents of brand tribalism, whereas previous study explores brand tribalism from the perspective of members’ evaluation of focal brands and existing community members. This investigation is fixated on members’ perceptions of societal impressions of the brand tribe, offering novel insight to brand tribe formation. Further, although pure replication is pursued, the results of the path analysis between the mainstream and deviant community samples vary, suggesting not all tribes are formed equally even within the same industry/context.

Details

Journal of Product & Brand Management, vol. 27 no. 4
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 5 February 2018

Vishag Badrinarayanan and Jeremy J. Sierra

Lawler (2001) posits that social exchanges create a sense of shared responsibility for outcome success. The purpose of this study is to apply this framework to the…

Abstract

Purpose

Lawler (2001) posits that social exchanges create a sense of shared responsibility for outcome success. The purpose of this study is to apply this framework to the vendor/frontline employee/customer triad to examine the underlying role of emotions in how frontline employees’ evaluations of vendors and customers trigger and temper brand advocacy efforts, respectively.

Design/methodology/approach

With cross-sectional data from 168 frontline employees working at a leading national retailer of electronic goods, path analysis is used to evaluate the hypotheses.

Findings

Frontline employees’ relationship quality with the vendor and perceptions of vendors’ product quality positively influence brand advocacy. Also, customers’ brand affinity and recommendation preference both demonstrate a significant, negative curvilinear relationship with brand advocacy.

Research limitations/implications

Frontline employees’ emotion-laden evaluations of vendors and customer influence brand advocacy in different ways. Vendor relationship quality and brand quality perceptions “trigger” brand advocacy. However, customer’s affinity toward a vendor’s brand and willingness to seek recommendations “temper” brand advocacy. Specifically, brand advocacy effort is low when customers possess very low and very high affinity toward a focal brand – moderate affinity spurs high advocacy; likewise, advocacy is low when customers demonstrate very low and very high interest in seeking the frontline employees’ opinion – moderate interest spurs high advocacy. Although ideal to examine vendor and customer emotional exchanges, using only frontline employee data from a technology-selling retailer may constrain generalizability.

Practical implications

Frontline employee training programs should emphasize the customer’s role in the transaction to increase perceptions of shared responsibility, as a means to create a favorable emotional experience, and accentuate timing strategies on when to pursue heightened or diminished emotionally charged brand advocacy efforts.

Originality/value

This study contributes to the frontline employee behavior literature by viewing shared responsibility in transactions as a source of emotional value, explaining variance in frontline employee brand advocacy through relationship and product quality dimensions, and uncovering curvilinear effects for customers’ brand affinity and recommendation preference in elucidating brand advocacy.

Details

Journal of Business & Industrial Marketing, vol. 33 no. 1
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 26 June 2019

Indu Ramachandran, Cynthia A. Lengnick-Hall and Vishag Badrinarayanan

This paper aims to develop and empirically test a framework articulating the effects of strategic orientations (entrepreneurial orientation and market orientation) on…

Abstract

Purpose

This paper aims to develop and empirically test a framework articulating the effects of strategic orientations (entrepreneurial orientation and market orientation) on leveraging ambidexterity. Further, the paper examines the moderating effects of knowledge stock (market knowledge and technological knowledge) on the relationship between ambidexterity and firm performance to gain additional insights into how ambidexterity can be leveraged in an organization.

Design/methodology/approach

Data were obtained from CEOs (or equivalent members of the top management team) of 234 firms. The adequacy and psychometric properties of all measures were evaluated and purified using a maximum likelihood confirmatory factor analysis (CFA), and the hypotheses were tested using ordinary least squares (OLS). A number of post hoc tests were conducted to develop a nuanced understanding of proposed effects.

Findings

While both strategic orientations enhance an organization’s ability to be ambidextrous, results show that some types of knowledge stocks facilitate, whereas other types hinder the influence of ambidexterity on firm performance.

Research limitations/implications

Both strategic orientations enable ambidexterity; however, technological knowledge stock impedes the effect of ambidexterity on firm performance, while market knowledge stock enhances this relation. Cross-sectional nature of the study imposes limitations on causal inferences.

Practical implications

Different strategic orientations provide organizations with a cluster of knowledge acquisition and utilization capabilities that enable ambidexterity. However, organizations should be wary of indiscriminate accumulation of knowledge stocks – while certain types enhance the effect of ambidexterity, others may create competency traps or core rigidities and inhibit the effect of ambidexterity.

Originality/value

This study integrates related, yet hitherto fragmented, research streams to demonstrate the interconnectedness between strategic orientations, ambidexterity and existing knowledge stock. Several theoretical and managerial implications are identified.

Details

Journal of Knowledge Management, vol. 23 no. 6
Type: Research Article
ISSN: 1367-3270

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Article
Publication date: 19 August 2013

Enrique P. Becerra and Vishag Badrinarayanan

The purpose of this study is to examine how the nature of consumers' relationship with a brand influences brand evangelism, which represents an intense form of brand…

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11516

Abstract

Purpose

The purpose of this study is to examine how the nature of consumers' relationship with a brand influences brand evangelism, which represents an intense form of brand support behavior. Specifically, the study investigates the influence of two consumer-brand relational constructs, brand trust and brand identification, on brand evangelism. Brand evangelism, conceptualized as an amalgam of adoption and advocacy behaviors, is operationalized in terms of three supportive behaviors: purchase intentions, positive referrals, and oppositional brand referrals.

Design/methodology/approach

Drawing from prior research on consumer-brand relationships, a framework of brand relationships and brand evangelism is developed. To provide a more robust test of theory, consumers' extraversion, gender, and brand experience are included as control variables. Structural equation modeling is used to test the proposed hypotheses.

Findings

The findings reveal that consumer-brand relationships influence brand evangelism, albeit in different ways. Whereas brand trust influences purchase intentions and positive referrals, brand identification influences positive and oppositional brand referrals. Overall, the findings reveal the power of consumer-brand relationships in engendering brand evangelism, relative to other factors such as extraversion, gender, and brand experience.

Practical implications

In today's consumption society, where it is increasingly easier for consumers to demonstrate extreme devotion and derision toward brands, it is important for marketers to understand the drivers of behaviors directed toward brands. This study suggests that marketers can cultivate brand evangelism by building brand trust and brand identification.

Originality/value

Marketing researchers and practitioners are only recently beginning to understand brand evangelism. This study demonstrates that consumer-brand relationships, rather than personality, gender, and usage experience, trigger brand evangelism and offers directions for future researchers to further explicate brand evangelism.

Details

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

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Article
Publication date: 13 July 2015

Vishag Badrinarayanan, Andrea Dixon, Vicki L West and Gail M Zank

The purpose of this paper is to provide an integrative review of coaching research from different contexts (e.g. athletics, executive coaching, project management and…

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1876

Abstract

Purpose

The purpose of this paper is to provide an integrative review of coaching research from different contexts (e.g. athletics, executive coaching, project management and sales), delineate professional sales coaching from other developmental activities and develop a research agenda for stimulating research on professional sales coaching. Professional sales coaching is considered an important sales force developmental program by both sales practitioners and researchers. Yet, research on sales coaching remains fragmented in the extant literature.

Design/methodology/approach

An extensive literature review of extant research and theoretical perspectives on coaching as well as insights gathered from exploratory, in-depth interviews of ten sales managers were used to develop the research agenda.

Findings

The review and research agenda identify a number of sales coaching-related topics that warrant further research. Specifically, the research agenda addresses salesperson characteristics, sales manager and coach characteristics, selling organization characteristics, sales coaching approaches, nature and effectiveness of the sales coaching process and, finally, outcomes of sales coaching. For each topic, extant research, relevant insights from exploratory interviews and directions for future research are discussed.

Originality/value

This paper is the first integrative review of coaching-related research in the sales literature. It offers an updated conceptualization of sales coaching and identifies opportunities for future research.

Details

European Journal of Marketing, vol. 49 no. 7/8
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 11 April 2008

Vishag Badrinarayanan and Dennis B. Arnett

Research on virtual teams is still in its nascent stages. The purpose of this paper is to develop a theoretically grounded integrative framework of key factors influencing…

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3492

Abstract

Purpose

Research on virtual teams is still in its nascent stages. The purpose of this paper is to develop a theoretically grounded integrative framework of key factors influencing the effectiveness of virtual new product development teams.

Design/methodology/approach

The framework is developed by integrating perspectives from several research streams, including relationship marketing, new product development, knowledge management, the resource‐based view, virtual teams, innovation, and communication.

Findings

Factors impacting effective virtual interactions (i.e. improved decision quality and decision speed) and new product development (i.e. increased levels of creativity, innovativeness, and product development speed) are proposed.

Research limitations/implications

Guidance is provided for managing virtual new product development teams. The paper offers testable propositions that can serve as a foundation for further research in this promising area.

Originality/value

By synthesizing relevant perspectives from diverse literature streams, the paper offers a new framework for understanding and improving the functioning of virtual new product development teams.

Details

Journal of Business & Industrial Marketing, vol. 23 no. 4
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 1 April 2014

Sreedhar Madhavaram, Elad Granot and Vishag Badrinarayanan

The aim of this paper is to illustrate that the operant resource perspective of the service-dominant (S-D) logic can explicate how operant resources can influence…

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3543

Abstract

Purpose

The aim of this paper is to illustrate that the operant resource perspective of the service-dominant (S-D) logic can explicate how operant resources can influence relationship marketing (RM) strategy success.

Design/methodology/approach

After a brief discussion of the operant resource perspective of the service-dominant (S-D) logic, the paper reviews relationship marketing literature to identify and explore specific operant resources that can influence relationship marketing success.

Findings

This paper identifies several operant resources that have been empirically verified to have positive influence on relationship marketing success and several other operant resources that need further conceptual and empirical investigation.

Originality/value

The operant resource perspective of relationship marketing strategy and the operant resources identified in this paper provide the foundation for theory development and managerial practice.

Details

Journal of Business & Industrial Marketing, vol. 29 no. 4
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 23 August 2011

Sreedhar Madhavaram, Vishag Badrinarayanan and Elad Granot

This paper aims to attempt to develop an integrative theoretical framework that approaches global industrial marketing from a managerial cognition perspective.

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3255

Abstract

Purpose

This paper aims to attempt to develop an integrative theoretical framework that approaches global industrial marketing from a managerial cognition perspective.

Design/methodology/approach

Drawing from the managerial cognition research, business strategy research, and international business research, this paper develops a theoretical framework that is relevant to global industrial marketing.

Findings

Global industrial marketing research has much to gain from the managerial cognition literature. The framework developed in this article presents relevant managerial cognition variables, their individual and firm level antecedents, and desirable outcomes.

Research limitations/implications

The framework presented in this paper provides strong theoretical foundation for further theory development in global industrial marketing research and managerial cognition research. However, given the conceptual nature of our research, empirical scrutiny and further conceptual and empirical research are required.

Originality/value

Given the growing importance of global industrial marketing, the authors hope that this article provides a theoretical foundation for future research. For practitioners, the framework provides a useful starting point for evaluating managerial cognition in their firms and effective usage of the managerial cognition concept.

Details

Journal of Business & Industrial Marketing, vol. 26 no. 7
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 6 May 2014

Taewon Suh and Vishag Badrinarayanan

The purpose of this paper is to examine the antecedents of project creativity in international marketing teams. The proposed framework includes both proximal…

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1294

Abstract

Purpose

The purpose of this paper is to examine the antecedents of project creativity in international marketing teams. The proposed framework includes both proximal (characteristics that impact the everyday functioning of the team) and distal (characteristics associated with the team's organizations that are relatively remote to the everyday functioning of the team) factors as antecedents of project creativity. Specifically, the authors investigate the influence of three proximal factors, namely, collaboration with foreign counterparts, autonomy, and international experience as well as two distal factors, namely, organizational encouragement and innovative organizational culture.

Design/methodology/approach

Data were collected from 156 executives from publicly traded firms in the manufacturing sector in South Korea and tested using hierarchical regression.

Findings

Collaboration with foreign counterparts and autonomy exert direct positive influence on project creativity. International experience exerts a curvilinear relationship such that low and high levels of international experience positively influence project creativity, whereas moderate international experience negatively influences project creativity. In addition, whereas the relationship between organizational encouragement and project creativity was supported, the relationship between innovative culture and project creativity was not.

Originality/value

Despite the importance afforded to international marketing teams and creativity in marketing research and practice, little attention has focussed on project creativity in international marketing teams. This study represents an initial effort toward filling the void and identifying certain proximal and distal factors as relevant antecedents of project creativity in international marketing teams. In addition, deviating from extant studies on creativity, this study highlights a curvilinear relationship between international experience and creativity.

Details

International Marketing Review, vol. 31 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

Content available
Article
Publication date: 21 December 2018

Cleopatra Veloutsou and Francisco Guzman

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182

Abstract

Details

Journal of Product & Brand Management, vol. 27 no. 4
Type: Research Article
ISSN: 1061-0421

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