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1 – 10 of 50Samuel Kristal, Carsten Baumgarth and Jörg Henseler
This paper aims to investigate the ways in which “non-collaborative co-creation” can affect brand equity as perceived by independent observers. It reports a study of the different…
Abstract
Purpose
This paper aims to investigate the ways in which “non-collaborative co-creation” can affect brand equity as perceived by independent observers. It reports a study of the different effects on that perception attributable to non-collaborative co-creation that takes the form of either “brand play” or “brand attack” and is executed either by established artists or mainstream consumers.
Design/methodology/approach
A 2 × 2 between-subjects experiment (brand play versus brand attack; consumer versus artist) measured observers’ perception of brand equity before and after exposure to purpose-designed co-created treatments.
Findings
Non-collaborative co-creation has a negative effect on observers’ perceptions of brand equity and brand attack, causing a stronger dilution of brand equity than brand play. Artists either mitigate the dilution or have a positive effect on those perceptions.
Research limitations/implications
Future research could usefully investigate the relative susceptibility of brands to non-collaborative co-creation, the effects on brands of higher complexity than those in our experiment, exposed in higher-involvement media, and the effects of more diverse forms of co-creation.
Practical implications
Brand managers must recognise that co-creation carries considerable risks for brand equity. They should closely monitor and track the first signs of non-collaborative co-creation in progress. It could be beneficial to recruit artists as co-creators of controlled brand play.
Originality/value
This study offers a more complete insight into the effect of non-collaborative co-creation on observers’ perceptions of brand equity than so far offered by the existing literature. It connects the fields of brand management and the arts by investigating the role and impact of artists as collaborative or non-collaborative co-creators of brand equity.
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Alfonso Siano, Maria Giovanna Confetto, Agostino Vollero and Claudia Covucci
In the democratic digital environment, brand managers frequently deal with the unauthorized use of the brand by third parties. The phenomenon, known as brand hijacking, has been…
Abstract
Purpose
In the democratic digital environment, brand managers frequently deal with the unauthorized use of the brand by third parties. The phenomenon, known as brand hijacking, has been treated in different and sometimes conflicting ways in the academic and professional literature. The aim of this paper is to clarify the meaning of brand hijacking and to shed light on the various motivations and intentions underpinning the phenomenon.
Design/methodology/approach
A Delphi-based survey among both academic and professional experts was conducted to explore the key features of brand hijacking and expand existing theories.
Findings
The results of the Delphi survey enable the main brand hijacking actions to be mapped, based on two motivational axes (utilitarian–idealistic and destructive–constructive) and on the various intentions that guide the hijackers. The results help re-define the key elements of brand hijacking, through the lens of non-collaborative brand co-creation.
Practical implications
Managerial implications are presented in terms of the corporate response to the two main effects of hijacking, namely, brand reputational damage and brand repositioning.
Originality/value
The paper helps to shed light on the main components of brand hijacking, thus gaining expert consensus in refining the existent conceptualization in relation to a rapidly changing brand management scenario because of the gradual loss by brand managers of their traditional control.
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Ilan Alon, Indri Dwi Apriliyanti and Massiel Carolina Henríquez Parodi
This paper aims to provide a bibliometric meta-analysis of the already substantial and growing literature on international franchising. Franchising is a model for businesses to…
Abstract
Purpose
This paper aims to provide a bibliometric meta-analysis of the already substantial and growing literature on international franchising. Franchising is a model for businesses to achieve scale with limited resources. International franchising is a mode of entry that allows firms to develop new markets with relatively little risk but also little control.
Design/methodology/approach
Using a systematic approach, the paper identifies all articles in the ISI Web of Science from 1970 to 2018 that includes the term international franchising (in the title, the abstract or keywords) and finds 131 articles. This paper used HistCite software to analyze the bibliometric data.
Findings
Four major research clusters in the international franchising literature are identified. In addition, this study shows a change in research patterns regarding topics, theories and methodologies from the 1970s through 2018. The paper presents the most influential articles, authors and journals.
Originality/value
From the analyzes, this study develops a conceptual framework of international franchising and suggest avenues for future research.
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This paper aims to unify fragmented definitions of fake news and also present a comprehensive classification of the concept. Additionally, it provides an agenda for future…
Abstract
Purpose
This paper aims to unify fragmented definitions of fake news and also present a comprehensive classification of the concept. Additionally, it provides an agenda for future marketing research based on the findings.
Design/methodology/approach
A review of 36 articles investigating fake news from 1990 to 2020 was done. In total, 615 papers were found, and the article pool was refined manually in two steps; first, articles were skimmed and scanned for nonrelated articles; second, the pool was refined based on the scope of the research.
Findings
The review resulted in a new definition and a collective classification of fake news. Also, the feature of each type of fake news, such as facticity, intention, harm and humor, is examined as well, and a definition for each type is presented.
Originality/value
This extensive study, to the best of the author’s knowledge, for the first time, reviews major definitions and classification on fake news.
Objetivo
Este artículo pretende unificar las definiciones fragmentadas de las noticias falsas y también presentar una clasificación exhaustiva del concepto. Además, ofrece una agenda para futuras investigaciones de marketing basada en los resultados.
Diseño
Se realizó una revisión de 36 artículos que investigaban las noticias falsas desde 1990 hasta 2020. Se encontraron 615 artículos, y el grupo de artículos se refinó manualmente en dos pasos, primero, se descremaron los artículos y se escanearon los artículos no relacionados, segundo, el grupo se refinó basado en el alcance de la investigación.
Resultados
La revisión dio como resultado una nueva definición y una clasificación colectiva de las noticias falsas. Además, se examinan las características de cada tipo de noticias falsas, como la facticidad, la intención, el daño y el humor, y se presenta una definición para cada tipo.
Originalidad
este amplio estudio revisa por primera vez las principales definiciones y la clasificación de las noticias falsas.
目的
本文旨在统一假新闻的零散定义, 并对假新闻的概念进行全面的分类。此外, 它还根据本文的研究结果为未来的营销研究提供了一个议程。
设计/方法/途径
对1990年至2020年期间调查假新闻的36篇文章进行了回顾。一共发现了615篇论文, 并分为两步对此文章库进行了人工提炼:首先, 对文章进行略读和扫描以找出非相关文章, 其次, 根据研究范围对文章库进行了提炼。
研究结果
此次审查导致了对假新闻的新定义和集体分类。此外, 还分析了假新闻的真实性、意图、危害性、幽默性等各种类型的特征, 并给出了各种类型的定义。
原创性
此项涉及广泛假新闻内容的研究首次回顾了关于假新闻的主要定义和分类。
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Essi Pöyry and Salla-Maaria Laaksonen
In brand activism, a brand promotes contested sociopolitical causes to highlight its values. Brand activism also alienates those consumers who disagree with the cause, who might…
Abstract
Purpose
In brand activism, a brand promotes contested sociopolitical causes to highlight its values. Brand activism also alienates those consumers who disagree with the cause, who might, consequently, target the brand with critical, negative or even aggressive actions. This paper aims to study the triggers and strategies of consumers’ antibrand actions given in response to brand activism.
Design/methodology/approach
Qualitative content analysis and multiple correspondence analysis were used to study consumer responses directed at a chocolate brand’s campaign that advocated civilized online conversions and opposed hate speech, a politically heated topic. In total, 1,615 messages were collected from social media platforms.
Findings
Field infringement, political accusations and questioned impact of the campaign triggered consumers to turn against the campaign. Strategies to undermine it included boycotting, discrediting the brand and trapping. Trapping – creatively using technological affordances to create harm to the brand – was typically triggered by political associations.
Research limitations/implications
Findings relate to the critical responses regarding one campaign only.
Practical implications
By understanding the political discussion around the chosen cause, including the opponents’ typical triggers and strategies, brand activism can more credibly advocate for contested social causes and communicate brand values.
Originality/value
Political antibrand actions are distinct from the previously identified functional and ethical antibrand actions, and they are noninstrumental by nature. Practices that are native to social media are central to political antibrand actions, and social media platforms contribute to how such disappointment is articulated and acted upon.
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Maheshwaran Gopalakrishnan and Anders Skoogh
The purpose of this paper is to identify the productivity improvement potentials from maintenance planning practices in manufacturing companies. In particular, the paper aims at…
Abstract
Purpose
The purpose of this paper is to identify the productivity improvement potentials from maintenance planning practices in manufacturing companies. In particular, the paper aims at understanding the connection between machine criticality assessment and maintenance prioritization in industrial practice, as well as providing the improvement potentials.
Design/methodology/approach
An explanatory mixed method research design was used in this study. Data from literature analysis, a web-based questionnaire survey, and semi-structured interviews were gathered and triangulated. Additionally, simulation experimentation was used to evaluate the productivity potential.
Findings
The connection between machine criticality and maintenance prioritization is assessed in an industrial set-up. The empirical findings show that maintenance prioritization is not based on machine criticality, as criticality assessment is non-factual, static, and lacks system view. It is with respect to these finding that the ways to increase system productivity and future directions are charted.
Originality/value
In addition to the empirical results showing productivity improvement potentials, the paper emphasizes on the need for a systems view for solving maintenance problems, i.e. solving maintenance problems for the whole factory. This contribution is equally important for both industry and academics, as the maintenance organization needs to solve this problem with the help of the right decision support.
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