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1 – 10 of over 2000Hongjoo Woo, Byoungho Jin and Bharath Ramkumar
Country image determines consumers’ beliefs toward the country’s products, through halo effect. While the relevant literature is predominantly focused on the context of well-known…
Abstract
Purpose
Country image determines consumers’ beliefs toward the country’s products, through halo effect. While the relevant literature is predominantly focused on the context of well-known products from traditionally leading exporters, the purpose of this paper is to examine the two levels of halo effect (i.e. country image as halo and a well-known product category as halo) on a less-known product category from a recently developed country.
Design/methodology/approach
The purpose of study was carried out by using a quantitative approach. Survey responses were collected from 253 US consumers who are aged between 18 and 67 years. This study only examined South Korea and used the two selected product categories (i.e. cell phones and apparel) as samples for the study.
Findings
The results of a series of regression analyses confirmed that the positive images of South Korea and Korean cell phones served as halo, thereby enhancing the respondents’ beliefs toward Korean apparel, which is a less-known product category that they have not yet experienced. Further, the respondents’ positive beliefs toward both cell phones and apparel increased their purchase intentions of those two products.
Research limitations/implications
The findings of this study imply that the general country image and the country’s well-known product images are critical in introducing the country’s less-known product to foreign markets.
Originality/value
The originality of this study lies in its unique focus on relatively less-known product category of a recently developed country (i.e. Korean apparel), which received limited attention in the past research. This study is also one of the few attempts to examine the role of a country’s well-known products on the country’s less-known products, another level of halo effect in country image.
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Fei Hao, Adil Masud Aman and Chen Zhang
As technology increasingly integrates into the restaurant industry, avatar servers present a promising avenue for promoting healthier dining habits. Grounded in the halo effect…
Abstract
Purpose
As technology increasingly integrates into the restaurant industry, avatar servers present a promising avenue for promoting healthier dining habits. Grounded in the halo effect theory and social comparison theory, this study aims to delve into the influence of avatars' appearance, humor and persuasion on healthier choices and customer satisfaction.
Design/methodology/approach
This paper comprises three experimental studies. Study 1 manipulates avatar appearance (supermodel-looking vs normal-looking) to examine its effects on perceived attractiveness, warmth and relatability. These factors influence customer satisfaction and healthy food choices through the psychological mechanisms of social comparison and aspirational appeal. Studies 2 and 3 further refine this theoretical model by assessing the interplay of appearance with humor (presence vs absence) and persuasion (health-oriented vs beauty-oriented), respectively.
Findings
Results suggest that avatars resembling supermodels evoke stronger aspirational appeal and positive social comparison due to their attractiveness, thus bolstering healthier choices and customer satisfaction. Moreover, humor moderates the relationship between appearance and attractiveness, while persuasion moderates the effects of appearance on social comparison and aspirational appeal.
Research limitations/implications
This research bridges the halo effect theory and social comparison theory, offering insights enriching the academic discourse on technology’s role in hospitality.
Practical implications
The findings provide actionable insights for managers, tech developers and health advocates.
Originality/value
Despite its significance, avatar design research in the hospitality sector has been overlooked. This study addresses this gap, offering a guideline for crafting attractive and persuasive avatars.
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Ruiying Cai and Christina Geng-Qing Chi
Building upon humans’ trichromatic vision systems, dual-process theory and halo effects, this paper aims to examine the effects of red and green color brightness of food pictures…
Abstract
Purpose
Building upon humans’ trichromatic vision systems, dual-process theory and halo effects, this paper aims to examine the effects of red and green color brightness of food pictures on customers’ evaluations and purchase intention of restaurant food.
Design/methodology/approach
The proposed hypotheses were tested across three experimental designed studies on a total of 575 participants. Multilevel analysis, analysis of variance and multivariate analysis of variance were applied for data analysis.
Findings
This paper provides empirical evidence of the effects of red brightness and green brightness on customers’ affective and cognitive evaluation of food and purchase intention in Study 1. Study 2 validates the effects of red and green brightness on food evaluation with the presence of nutrition information. Study 3 further elaborates on the halo effects of color brightness on customers’ favorable intentions to patronize a restaurant and willingness to pay for a meal in a controlled lab experiment.
Research limitations/implications
One main limitation is that this paper focuses on unveiling the role of color brightness and does not consider other picture properties, which opens an avenue for future research.
Practical implications
This paper includes implications for food promotion and management of customers’ experience via food pictures.
Originality/value
This paper is one of the first attempts to reveal the effects of red and green brightness of food pictures on customers’ food evaluation and food consumption behavioral intentions.
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Wen Xing, Ping Yu Hsu, Yu-Wei Chang and Wen-Lung Shiau
The purpose of this paper is to investigate factors that influence the patients’ intentions to visit doctors face-to-face for consultations from the perspective of online…
Abstract
Purpose
The purpose of this paper is to investigate factors that influence the patients’ intentions to visit doctors face-to-face for consultations from the perspective of online doctor–patient interaction. Justice theory, SERVQUAL and the halo effect are integrated to develop a research model based on the performance-evaluation-outcome framework. The authors hypothesize that perceived justice and service quality are the significant factors in reflecting the performance of online doctor–patient interaction, which influences patient satisfaction evaluation and online and offline behavioral intentions.
Design/methodology/approach
The study conducted an online survey to collect data. Patients on a healthcare consulting website were invited to participate in the survey. The research model and hypotheses were tested with 254 collected data from patients and analyzed using the partial least squares method.
Findings
The results show that perceived justice and service quality have a positive effect on patient satisfaction, and satisfaction and the intention of online consultation have a positive effect on the intention of face-to-face consultation.
Practical implications
This study offers suggestions on how doctors interact with patients and build their brand image. The findings also offer effective insights into improving doctors’ online services to retain patients and even encourage patients to go to clinics.
Originality/value
Online health consultation is one of the most popular online health services and is growing quickly. After patients consult online doctors, they are able to visit their doctors in person for further diagnosis and treatment if they have the need. This study investigates how patients’ online interactive experience influences their offline behavioral intentions, which are different from most of the past literature on eHealth.
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Hongmei Zhang, Shanshan Liu and Billy Bai
The primary purpose of this study is to investigate the image transfer and its effects on exhibitors’ behavioral intention. Specifically, the study attempted to examine the effect…
Abstract
Purpose
The primary purpose of this study is to investigate the image transfer and its effects on exhibitors’ behavioral intention. Specifically, the study attempted to examine the effect of mega business event image on destination and country image from exhibitors’ perspective and the effect of mega business event image on exhibitors’ behavioral intention toward the event.
Design/methodology/approach
The data for this study were collected through an on-site survey. Based on a sample of 393 respondents, structural equation modeling was used to test the proposed hypotheses.
Findings
The results showed that business event image has a stronger effect on country image than on destination image; event image has a significant effect on exhibitor’s behavioral intention toward the event directly and indirectly through the mediating role of country image; and country image has a significant influence on destination image.
Practical implications
The event organizer should improve the exhibitor’s perceptions of the event experience from providing a clear and attractive theme for the target audiences; exhibiting the products with the most cutting-edge technologies and offering various opportunities for forums and promotions; and planning and organizing the event in every detail carefully including the facilities, layout of booths, ambience and other related services.
Originality/value
The study expands the event type to business events, explores the image transfer process between event, destination and country and examines the effects of such image transfer on the exhibitors’ behavioral intention. The results confirm the explanatory power of image transfer theory. Attribution theory and halo effect are viewed as the mechanisms of image transfer.
研究目的
本研究的主要目的是考察形象迁移及其对参展商行为意向的影响。具体而言, 本研究(1)从参展商视角, 探讨大型商务活动形象对目的地和国家形象的影响; (2)探讨重大商务活动形象对参展商行为意向的影响。
研究设计/方法/途径
本研究的数据通过现场调查收集, 基于393份问卷, 使用结构方程模型检验研究假设。
研究发现
研究结果表明:(1)商务活动形象对国家形象的影响比对目的地形象的影响更大; (2)通过国家形象的中介作用, 大型商务活动形象直接或间接地影响了参展商的行为意图; (3)国家形象显著影响目的地形象。
实践意义
活动组织者应从以下方面改善参展商对活动体验的认识:(1)提供清晰且有吸引力的主题; (2)展示具有最前沿技术的产品, 并提供各种论坛和促销机会; (3)认真, 细致地筹划和组织活动, 包括设施, 摊位布置, 氛围和其他相关服务。
原创性/价值
本研究将活动类型延伸至商务活动, 探索活动、目的地和国家之间的形象迁移, 检验形象迁移对参展商行为意向的影响。结果证实了形象迁移理论的解释力。归因理论和晕轮效应是形象迁移的内在机制。
Transferencia de imágenes entre un megaevento empresarial, el destino y el país del alojamiento y sus efectos sobre la predisposición de los expositores hacía el evento
Propósito
el objetivo principal de este estudio es investigar la transferencia de imágenes y sus efectos sobre la predisposición de los expositores. Específicamente, el estudio intentó examinar (1) el efecto de la imagen de megaevento de negocios en la imagen del destino y del país desde la perspectiva de los expositores y (2) el efecto de la imagen de megaevento de negocios en la predisposición de los expositores hacia el evento.
Diseño/metodología/enfoque
los datos de este estudio se obtuvieron mediante una encuesta in situ. Sobre la base de una muestra de 393 encuestados, se utilizó el modelo de ecuaciones estructurales para probar las hipótesis propuestas.
Resultados
los resultados mostraron que: (1) la imagen del megaevento tiene un efecto más fuerte en la imagen del país que en la del destino; (2) la imagen del evento tiene un efecto significativo directo e indirecto sobre la predisposición del expositor hacia el evento a través del papel mediador de la imagen del país; (3) la imagen del país tiene una influencia significativa en la imagen de destino.
Implicaciones prácticas
el organizador del evento debe mejorar las percepciones del expositor sobre la experiencia del evento (1) proporcionando un tema claro y atractivo para el público objetivo; (2) exhibir los productos con las tecnologías más avanzadas y ofrecer diversas oportunidades para foros y promociones; y (3) planificar y organizar el evento cuidando los detalles, incluyendo las instalaciones, el diseño de las cabinas, el ambiente y otros servicios relacionados.
Originalidad/valor
el estudio amplía el tipo de evento a eventos de negocios, explora el proceso de transferencia de imágenes entre evento, destino y país, y examina los efectos de dicha transferencia de imágenes en la predisposición de los expositors hacía el evento. Los resultados confirman el poder explicativo de la teoría de transferencia de imágenes. La teoría de la atribución y el efecto halo son vistos como los mecanismos de transferencia de imágenes.
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Keyvan Kasaian, B.P.S. Murthi and Erin Steffes
This study examines the effect of credit card teaser rates on consumer indebtedness and the revenue generated by new customers.
Abstract
Purpose
This study examines the effect of credit card teaser rates on consumer indebtedness and the revenue generated by new customers.
Design/methodology/approach
A unique dataset from a national bank in the United States of America is utilized to employ a relatively new method called the covariate balancing propensity score matching, which measures the causal effects of teaser rates.
Findings
The results indicate that offering teaser rates improves the revenue generated by customers by indirectly increasing indebtedness. Such offers increase customers' willingness to borrow at regular interest rates that are significantly higher than the teaser rate – the “spillover effects.” Interestingly, customers who pay off their promotional balances before the termination of the promotional period borrow even more at regular rates than customers who do not pay off their balances timely.
Practical implications
The results can assist managers of credit card companies in measuring the value of teaser rates more accurately. Furthermore, the results have implications for public policy aimed at reducing credit card debt by enhancing the understanding of credit card customers' borrowing behavior.
Originality/value
To the authors' knowledge, this is the first study that documents the direct and indirect impacts of teaser rates on credit card customers' borrowing behavior and the resulting bank revenue.
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Junji Miyamoto, Akira Shimizu, Junya Hayashi and Isaac Cheah
This commentary and conceptual paper is aimed at investigating marketing perceptions of the country-of-origin (COO) perspectives, and emphasis is placed on the “Cool Japan”…
Abstract
Purpose
This commentary and conceptual paper is aimed at investigating marketing perceptions of the country-of-origin (COO) perspectives, and emphasis is placed on the “Cool Japan” concept.
Design/methodology/approach
A review of research on COO and the concept of “Cool Japan” was conducted, including commentary of previous relevant theoretical frameworks.
Findings
The evidence has shown that the brand images of various COOs is dependent on their cultural exports. In the case of Japan, the “Cool Japan” initiative, which initiated the creation and dissemination of Japanese cultural contents such as anime, games and art, has led to tremendous and sustainable economic growth in Japan till date.
Research limitations/implications
As previous studies on COO are wide-ranging, they are not exhaustively presented in this paper. However, the importance of considering not only animosity, which has traditionally been taken into account, but also the coolness aspect is suggested.
Practical implications
This paper shows that “coolness” is an important concept when nations or regions consider their branding strategies and an integrated approach is needed.
Originality/value
This paper extends previous COO research and adds coolness to the traditional animosity. It also considers these in comparison across countries and goes as far as the need to propose a new scale. Conceptual findings from this paper would therefore provide future directions for advancing COO research Cool Japan.
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Kenneth J. Chapman and Andrew Aylesworth
Investigates the attitude transfer that can occur when a product receives rave reviews. As expected, incorporating rave reviews into an advertisement positively influences the…
Abstract
Investigates the attitude transfer that can occur when a product receives rave reviews. As expected, incorporating rave reviews into an advertisement positively influences the evaluation of the advertised product and the parent company. In addition, our findings indicate that the positive evaluation from the rave reviews transfers to other products. Further, the results show that attitude transfer occurred not only to related products within the brand, but also had a small effect on related products outside the brand family. These findings are discussed in terms of a model of memory as an associational network. The results suggest several advertising strategies that will allow a firm to accrue benefits from a product that has received some form of rave reviews.
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Xiaobo Mou, Fang Xu and Jia Tina Du
The purpose of this study is to explore the effects of recommendation algorithm, product reputation, new product novelty, privacy concern and privacy protection behavior on users’…
Abstract
Purpose
The purpose of this study is to explore the effects of recommendation algorithm, product reputation, new product novelty, privacy concern and privacy protection behavior on users’ satisfaction and continuance intention to use short-form video application (APP).
Design/methodology/approach
Based on the existing theories, the research model of this study was developed and 445 valid data were collected through a questionnaire survey. The partial least squares structural equation modeling (PLS-SEM) was employed for data analysis to test the research model and hypotheses.
Findings
The results reveal that the recommendation algorithm has a significant positive effect on user satisfaction, new product novelty and privacy concern. The influence of recommendation algorithm on privacy concern is negatively moderated by product reputation. Privacy concern has a significant and positive impact on privacy protection behavior, and privacy protection behavior has a significant and positive impact on user satisfaction. New product novelty also has significant impact on user satisfaction.
Originality/value
This study is one of the earliest studies to incorporate recommendation algorithm as a construct into the college students’ continuance intention to use short-form video APP. The influence of reputation as a moderator variable on the relationship between algorithm and privacy concerns is also investigated.
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Cayetano Medina-Molina and Benito Pérez-González
Spain decided to implement NutriScore with the objective of helping consumers to choose healthier foods. NutriScore is a summary indicator interpretative nutritional labelling…
Abstract
Purpose
Spain decided to implement NutriScore with the objective of helping consumers to choose healthier foods. NutriScore is a summary indicator interpretative nutritional labelling. This study aims to verify whether the coexistence with other interpretative labelling may influence NutriScore effectiveness.
Design/methodology/approach
A questionnaire was used to analyse two different brands in the same category; one of them ranked with a “B” NutriScore rating and the other with a “D” NutriScore rating. The product packaging was shown in four different ways: without indications, with nutrient-specific labels, with summary indicators (NutriScore) and with both interpretative indicators. Having positive and negative evaluations of NutriScore allowed us to assess its impact. Structural equation modelling (SEM), Student t-test and F-test were employed with a sample of 301 questionnaires.
Findings
The different formats of the interpretative labels did not moderate the relationship between perceived healthiness and purchase intention. When a food product is given positive evaluation from NutriScore, nutrient-specific interpretative labelling reinforces the effect of NutriScore. When a food product is given negative evaluation from NutriScore, nutrient specific interpretative labelling cancels the effect of NutriScore on perceived healthiness and purchase intention.
Originality/value
Previous studies have analysed the interaction between NutriScore and nutrient-specific interpretative labels, but they attribute a negative message to the product (warning labels). This study was aimed at analysing the interaction between NutriScore and summary indicators nutrient specific with positive message about the nutritional quality of the food item.
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