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Article
Publication date: 18 August 2014

David Strutton and Widyarso Roswinanto

– This study aims to investigate the effects associated with the strategic use of vague, as opposed to precise, advertised brand slogans on various consumer responses.

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2266

Abstract

Purpose

This study aims to investigate the effects associated with the strategic use of vague, as opposed to precise, advertised brand slogans on various consumer responses.

Design/methodology/approach

A content analysis study was conducted to explore the pattern of vagueness in advertising slogans from 1,441 consumer-oriented brands. Based on the resultant delineation/definition of vagueness, two experimental studies followed. Vignette advertising slogans were manipulated to achieve different level of vagueness. The initial 2 × 2 factorial between subjects design engaged vagueness level of brand slogans and consumers’ need for cognition as factors. Brand recall functioned as the dependent variable. The second experiment featured another 2 × 2 factorial design that used vagueness level and length of brand slogan as factors. Brand attitude, persuasiveness and purchase intention functioned as dependent variables.

Findings

Vagueness level of advertising/branding slogans did not significantly affect brand recall. Interactions between vagueness level and length of advertisement slogans exercised significant effects on evoked thought, brand attitude and persuasiveness but not on purchase intention. At net, this study generated original theoretical and managerial insights about how and why desirable branding outcomes can be generated by managing the vagueness and word count of brand slogans, and a platform from which future research on this topic could be based.

Research limitations/implications

First, the sample was limited to the southwestern USA. Second, in the slogan vignettes that were used, other cues were deliberately eliminated. A brand slogan essentially devoid of other cues may have been perceived as less realistic by respondents, thus reducing the relevance of their responses. However, a similar tradeoff always exists between more realistic states and controlled conditions.

Practical implications

This study produces original theoretical and managerial insights about how and why several desirable branding outcomes are likely to result when vague, rather than precise, advertising slogans are deployed under certain manageable conditions. Each insight just referenced ensues from a study that itself was grounded in an extensive content analysis of contemporary print advertising slogans. This content analysis generated a substantial amount of practical and actionable insight about the treatment and use and management of slogans. This study demonstrates that the vagueness, precision and/or word count of slogans can be manipulated in ways that yield three communication outcomes that redound directly to the marketing interests of brand and advertising managers.

Originality/value

The findings provide unique insight into how vagueness level of advertising slogans can be managed and how such a level can affect consumers’ perceptions.

Details

Journal of Product & Brand Management, vol. 23 no. 4/5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 16 April 2020

Kevin E. Voss, Alex R. Zablah, Yu-Shan (Sandy) Huang and Goutam Chakraborty

This study aims to determine the extent to which the use of coordinating conjunctions enhances or impairs definitional clarity.

Abstract

Purpose

This study aims to determine the extent to which the use of coordinating conjunctions enhances or impairs definitional clarity.

Design/methodology/approach

In two studies, a sample of 736 construct definitions from the Journal of Marketing, Journal of Marketing Research and Journal of Consumer Research over a 30-year period was judged for ambiguity and vagueness by both academic and lay judges.

Findings

The authors demonstrate that constructing definitions using both “and” and “or” increases the ambiguity and vagueness of the construct’s meaning. The most frequently used conjunction is “and” which appeared in 42 per cent of the definitions. A significant percentage (26 per cent) contain the conjunction “or.”

Research limitations/implications

A framework for understanding alternative interpretations of “and” or “or” is developed. Five recommendations are proposed for evaluating the use of “and” and “or” in construct definitions. Theorists in all academic fields should not use both “and” and “or” in the same construct definition.

Practical implications

A five-step process is proposed for evaluating the use of “and” and “or” in construct definitions. Theorists should not use both “and” and “or” in the same construct definition.

Originality/value

This is the first exploration of how specific wording patterns used in construct definitions in academic research affect the clarity of the definition.

Details

European Journal of Marketing, vol. 54 no. 5
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 8 February 2013

David A. Gilliam and Kevin Voss

Latent constructs represent the building blocks of marketing theory. The purpose of this paper is to provide marketing researchers with a practical procedure for writing…

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4249

Abstract

Purpose

Latent constructs represent the building blocks of marketing theory. The purpose of this paper is to provide marketing researchers with a practical procedure for writing construct definitions.

Design/methodology/approach

The paper reviews important contributions to construct definition in the literature from marketing, management, psychology and the philosophy of science. The authors expound construct definition in both practical and theoretical spheres to motivate the proposed procedure.

Findings

A six‐step procedure for construct definition and redefinition in marketing is developed. The proposed procedure addresses important aspects of definitions including the level of abstraction, scope, nomological relationships, explanatory and predictive power, ambiguity, vagueness, and preventing construct proliferation.

Research limitations/implications

While techniques for developing measures have received a great deal of attention, those for the earlier step of construct definition have not. Researchers will benefit from more precise definitions through improved model specification, better measures, and more reliable determination of the direction of causality. The role of the individual researcher's linguistic skill in construct definition must still be determined.

Practical implications

Marketing practitioners can also use the procedure to define latent constructs for which they must develop measures.

Originality/value

The literature on construct definition is fragmentary, scattered across disciplines and occasionally even arcane. It is further often descriptive of what a good definition looks like rather than prescriptive of how a good definition can be developed. The six steps are simple, broadly applicable, based on both theory and practical experience, consist of relatively few discrete steps, and feed directly into the modern measure development paradigm in marketing.

Details

European Journal of Marketing, vol. 47 no. 1/2
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 May 1996

Randall S. Upchurch and Jun Won Seo

Centres on measuring lodging operator compliance with regard to the Americans with Disabilities Act (ADA). The intent was to measure current level of physical compliance…

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636

Abstract

Centres on measuring lodging operator compliance with regard to the Americans with Disabilities Act (ADA). The intent was to measure current level of physical compliance with the ADA; future plans in meeting or exceeding ADA requirements; and barriers which impeded complete compliance. The participants in this study were selected from a list of hotels and motels contained in the 1994 version of the Hotel and Travel Index. The lodging operations were represented by full service, limited service and economy properties which varied from 25 to 615 guest rooms per property, restaurant, and meeting facilities. The findings of this study suggested that total compliance has not been achieved in certain areas, vagueness of the legislation is not necessarily a barrier in compliance, and financial constraints are a barrier in non‐compliance. Implies that lodging operators must properly position their products and services, otherwise the disabled travellers’ needs will not be totally met, and that lodging operators need to continue their civic respon‐ sibility for meeting the needs of the disabled travellers’ needs.

Details

Facilities, vol. 14 no. 5/6
Type: Research Article
ISSN: 0263-2772

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Article
Publication date: 21 March 2008

Philipp Mayr, Peter Mutschke and Vivien Petras

The general science portal “vascoda” merges structured, high‐quality information collections from more than 40 providers on the basis of search engine technology (FAST…

Abstract

Purpose

The general science portal “vascoda” merges structured, high‐quality information collections from more than 40 providers on the basis of search engine technology (FAST) and a concept which treats semantic heterogeneity between different controlled vocabularies. First experiences with the portal show some weaknesses of this approach which come out in most metadata‐driven Digital Libraries (DLs) or subject specific portals. The purpose of the paper is to propose models to reduce the semantic complexity in heterogeneous DLs. The aim is to introduce value‐added services (treatment of term vagueness and document re‐ranking) that gain a certain quality in DLs if they are combined with heterogeneity components established in the project “Competence Center Modeling and Treatment of Semantic Heterogeneity”.

Design/methodology/approach

Two methods, which are derived from scientometrics and network analysis, will be implemented with the objective to re‐rank result sets by the following structural properties: the ranking of the results by core journals (so‐called Bradfordizing) and ranking by centrality of authors in co‐authorship networks.

Findings

The methods, which will be implemented, focus on the query and on the result side of a search and are designed to positively influence each other. Conceptually, they will improve the search quality and guarantee that the most relevant documents in result sets will be ranked higher.

Originality/value

The central impact of the paper focuses on the integration of three structural value‐adding methods, which aim at reducing the semantic complexity represented in distributed DLs at several stages in the information retrieval process: query construction, search and ranking and re‐ranking.

Details

Library Review, vol. 57 no. 3
Type: Research Article
ISSN: 0024-2535

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Article
Publication date: 8 February 2021

Mrinal Kanti Sen, Subhrajit Dutta and Golam Kabir

Housing infrastructure is the basic need for people of a community and due to disaster many houses may severaly damaged. Stakeholders and decision makers should focus on…

Abstract

Purpose

Housing infrastructure is the basic need for people of a community and due to disaster many houses may severaly damaged. Stakeholders and decision makers should focus on this issue and make the infrastructure more resilient against natural hazards. As dependency plays a very important role in resilience, it is important to study the dependencies and correlations among the housing infrastructure resilience factors. The evaluation of dependencies involve vagueness due to subjective judgement of experts.

Design/methodology/approach

In this work, the interaction between the housing infrastructure resilience factors are evaluated by using two different approaches such as crisp DEMATEL (Decision-Making and Trial Evaluation Laboratory) and rough DEMATEL (intregated crisp DEMATEL and rough set theory), where rough theory addressed the involvement of vagueness. These two approaches are compared with each other to find the effectiveness of rough DEMATEL over crisp DEMATEL.

Findings

The important factors of housing infrastructure resilience are identified by using both the approaches against flood hazard.

Research limitations/implications

The limitation of rough DEMATEL method is that it does not differentiate the type of influence such as positive or negative.

Practical implications

The outcome of the work will helps the stakeholders and ecission makers to make the infrastructure more resilient.

Originality/value

This study identify the imporatnat resilience factors of housing infrastructure against flood hazard by using two methodologies.

Details

International Journal of Disaster Resilience in the Built Environment, vol. 12 no. 5
Type: Research Article
ISSN: 1759-5908

Keywords

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398

Abstract

Details

Journal of Product & Brand Management, vol. 23 no. 4/5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 5 October 2018

Daniela Carlucci, Paolo Renna, Carmen Izzo and Giovanni Schiuma

The purpose of this paper is to propose a framework for the analysis of students’ ratings of teaching quality in higher education and the disclosure of risky issues…

Abstract

Purpose

The purpose of this paper is to propose a framework for the analysis of students’ ratings of teaching quality in higher education and the disclosure of risky issues undermining the quality of teaching and courses that require attention for continuous improvement. The framework integrates two decision-based methods: the standardized u-control chart and the ABC analysis using fuzzy weights. The control chart, using the students’ ratings, allows the identification of those courses requiring an improvement of teaching quality in the short-medium term. While the ABC analysis uses fuzzy weights to deal with the vagueness and uncertainty of students’ teaching evaluations and provides a risk map of the potential areas of teaching performances improvement in the long term. The proposed framework allows the identification of teaching and course quality aspects that need corrective actions in response to students’ criticisms in accordance with different levels of priority.

Design/methodology/approach

This study adopts two methods, commonly used in industrial applications, i.e. the u-control chart and ABC analysis. Combining the results of a literature review on teaching evaluation and the application of these two methods as building blocks for the assessment, a framework to detect potential risks reducing teaching quality in higher education is proposed. The application of the framework is shown through an action-based case study developed in an Italian public university.

Findings

The study proposes a framework that combines two methods, i.e. u-control chart and ABC analysis with fuzzy weights, to support the assessment of teaching and course quality. The framework is proposed as an assessment approach of the teaching performance in higher education with the purpose to continuously improve the quality of teaching and courses both in the short, medium and long term.

Originality/value

The study provides an original contribution to the understanding of how to analyze students’ evaluation of teaching performance in order to take proper and timely decisions on corrective actions in response to the need of continuously improving the level of teaching and course quality.

Details

Management Decision, vol. 57 no. 2
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 10 May 2019

Ru Liang and Heap-Yih Chong

Green supplier selection is one of the crucial activities in green supply chain management. However, limited studies have addressed the vagueness and complexities during…

Abstract

Purpose

Green supplier selection is one of the crucial activities in green supply chain management. However, limited studies have addressed the vagueness and complexities during the selection process, particularly in multi-criterion decision-making (MCDM) circumstances. Hence, the purpose of this paper is to develop a group decision model using a modified fuzzy MCDM approach for green supplier selection under a complex situation.

Design/methodology/approach

The proposed study develops a framework for sorting decisions in green supplier selection by using the hesitant fuzzy qualitative flexible multiple attributes method (QUALIFLEX). The synthetic consistent or inconsistent indexes were used to calculate all alternative suppliers by normalizing the hesitant fuzzy decision matrix.

Findings

The proposed framework has been successfully applied and illustrated in the case example of CB02 contract section in Hong Kong–Zhuhai–Macau Bridge project. The results show various complicated decision-making scenarios can be addressed through the proposed approach. The synthetic (in)consistent indexes are able to calculate all alternative suppliers by normalizing the hesitant fuzzy decision matrix.

Originality/value

The research contributes to improving accuracy and reliability decision-making processes for green supplier selection, especially under vagueness and complex situations in megaprojects.

Details

Engineering, Construction and Architectural Management, vol. 26 no. 8
Type: Research Article
ISSN: 0969-9988

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Book part
Publication date: 5 October 2018

Nima Gerami Seresht, Rodolfo Lourenzutti, Ahmad Salah and Aminah Robinson Fayek

Due to the increasing size and complexity of construction projects, construction engineering and management involves the coordination of many complex and dynamic processes…

Abstract

Due to the increasing size and complexity of construction projects, construction engineering and management involves the coordination of many complex and dynamic processes and relies on the analysis of uncertain, imprecise and incomplete information, including subjective and linguistically expressed information. Various modelling and computing techniques have been used by construction researchers and applied to practical construction problems in order to overcome these challenges, including fuzzy hybrid techniques. Fuzzy hybrid techniques combine the human-like reasoning capabilities of fuzzy logic with the capabilities of other techniques, such as optimization, machine learning, multi-criteria decision-making (MCDM) and simulation, to capitalise on their strengths and overcome their limitations. Based on a review of construction literature, this chapter identifies the most common types of fuzzy hybrid techniques applied to construction problems and reviews selected papers in each category of fuzzy hybrid technique to illustrate their capabilities for addressing construction challenges. Finally, this chapter discusses areas for future development of fuzzy hybrid techniques that will increase their capabilities for solving construction-related problems. The contributions of this chapter are threefold: (1) the limitations of some standard techniques for solving construction problems are discussed, as are the ways that fuzzy methods have been hybridized with these techniques in order to address their limitations; (2) a review of existing applications of fuzzy hybrid techniques in construction is provided in order to illustrate the capabilities of these techniques for solving a variety of construction problems and (3) potential improvements in each category of fuzzy hybrid technique in construction are provided, as areas for future research.

Details

Fuzzy Hybrid Computing in Construction Engineering and Management
Type: Book
ISBN: 978-1-78743-868-2

Keywords

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