Customer co-creation projects and social media: The case of Barilla of Italy

This article investigates a social media-enabled, customer co-creation project that employs front-end innovation (FEI) at a well-known, large-scale food manufacturer. It sheds light on the role of social media technology in transforming the characteristics of FEI in terms of boundaries and knowledge distance. What type of exploratory or exploitative innovation ideas does a project of this sort enable? How did the project evolve? What lessons can be learned from this project? A longitudinal case study of Barilla was carried out through two rounds of interviews with marketing, business development and innovation, and digital communication managers. The evidence gathered highlights the emergent evolution of this customer co-creation project from an initial stage of idea exploitation to a more complex and fruitful stage in which both exploitation and exploration were simultaneously accomplished.     

The effect of digital signage on shoppers' behavior: The role of the evoked experience

This paper investigates the role of digital signage as experience provider in retail spaces. The findings of a survey-based field experiment demonstrate that digital signage content high on sensory cues evokes affective experience and strengthens customers' experiential processing route. In contrast, digital signage messages high on “features and benefits” information evoke intellectual experience and strengthen customers' deliberative processing route. The affective experience is more strongly associated with the attitude towards the ad and the approach behavior towards the advertiser than the intellectual experience. The effect of an ad high on sensory cues on shoppers' approach to the advertiser is stronger for first-time shoppers, and therefore important in generating loyalty. The findings indicate that the design of brand-related informational cues broadcast over digital in-store monitors affects shoppers' information processing. The cues evoke sensory and affective experiences and trigger deliberative processes that lead to attitude construction and finally elicit approach behavior towards the advertisers.     

顾客体验:理论渊源、演变及其梳理

随着体验经济时代的来临,顾客体验受到了理论界和企业界的重视,相关的研究也较多,但是比较零散。通过对相关文献收集、回顾、梳理,对国内外学者有关顾客体验概念、维度和应用研究进行了比较分析。结合我国国情,指出顾客体验研究的未来方向:一是基于我国消费者新特征的顾客体验研究,二是顾客体验的测量研究;三是以顾客体验作为企业品牌资产提升和竞争力提高的切入点的应用研究。     

The role of international tourist perceptions of brand equity and travel intention in culinary tourism

Brand equity is becoming increasingly important, and research has started to examine the brand equity of tourist destinations. However, little research has studied the inter-relationship between the dimensions of brand equity in culinary tourism. The purpose of this study is to examine the roles of the three aspects of brand equity in culinary tourism. The Sobel test in line with Baron and Kenny's procedure was used to test the hypotheses in a sample of 407 international tourists from 10 regions. The empirical evidence supports the process-oriented view and indicates that brand loyalty could mediate the effects of brand image and perceived quality on travel intention. The findings of this study contribute to the theoretical development of a conceptual model and fill the gap in the literature.     

品牌体验对品牌忠诚的影响:品牌社区的中介作用

文章以"动感地带"为测试品牌,在构建品牌体验、品牌社区和品牌忠诚三者之间概念模型的基础上,应用多元回归分析,实证研究了品牌体验、品牌社区对品牌忠诚的影响.研究发现:品牌体验对品牌社区具有显著的正向效应;品牌体验和品牌社区对品牌忠诚均具有明显的正向影响;品牌社区是品牌体验作用于品牌忠诚的中介变量,品牌体验更多的是通过品牌社影响品牌忠诚.这些研究结论为品牌忠诚影响因素的进一步研究提供了理论基础,对于企业创新品牌忠诚培育模式和策略也具有指导意义.     

The effect of experience on Internet auction bidding dynamics

On the basis of the bidding history of a panel of new eBay bidders, we examine the impact of different types of experiences on bidding behavior evolution. Accounting for unobserved bidder heterogeneity, the results indicate that losing experiences make the bidders’ bidding behavior evolve toward the normative predictions of auction theory, in that they submit fewer bids and bid later. Winning experiences, however, do not have such an effect. Moreover, the experience effect pertains to the bidder’s entire previous bidding experience regardless of product categories. We also assess the potential bias introduced by using feedback ratings (compared with actual participation) as experience measures.

品牌德商:品牌道德诉求的效用

品牌德商的提出把道德价值作为品牌形象的考量尺度,其要旨是企业品牌经营活动应基于正当性、合理性和规范性,并以独特的道德价值主张,通过品牌管理,把品牌的经济效益与社会效益有机结合起来,从而以内生的德性力量不断推进品牌持续发展壮大。基于迄今中国众多品牌的发展现状及社会营销环境,把品牌道德规范及合德行为作为品牌德商提出是可行的也是必要的,它把品牌道德诉求及行为作为一种内在于品牌的道德力量,使企业品牌经营的合德性从监督的被动变为自律的主动,从仅仅满足物质功利欲求擢升至社会精神价值总量的创造。     

Passengers,consumers, and travellers: The rise of passenger rights in EC transport law and its repercussions for Community consumer law and policy

EC transport law is set to be complemented by a series of Regulations giving rights to passengers for almost every mode of transport. These Regulations not only give transport law a distinct consumer dimension but also add new elements to European private law. This paper attempts to provide a horizontal, or intermodal, survey of these Regulations, adopted and proposed. It is argued that passenger law, although originating separately and remaining a sector distinct from other fields of law, has become part of a wider, three-stranded notion of European consumer policy deserving due attention as the force most dynamically expanding the area of Community law of contracts and of torts. The paper will point to the elements of consumer contract law and the law on travel and tourism related to passenger transport and elaborate on the basics for finding a common notion of the key terms like “passenger” and “damage” for Community law. It concludes with some points for further reflection.

The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis

Although both product-country images (PCI) and firm assets such as brand equity have been extensively studied in separate contexts, we know very little about the combined performance effects of these two important constructs in international research. Extant research has investigated brand equity primarily from a consumer perspective, but rarely from the point of view of a retailer. Retailers represent the ultimate participants in the value chain selling the product to consumers. They have the ability to significantly influence consumers’ evaluations and purchase decisions. Based upon existing literature documenting the contributions of PCI and marketing activities on brand equity, this study extends these findings by investigating their effects on retailer-perceived brand equity (RPBE) and ultimate brand profitability performance. Results indicate that both marketing activities and PCI affect retailer-perceived brand equity with PCI also strongly and positively influencing brand profitability performance.     

Perceptions of others,mindfulness, and brand experience in retail service setting

This study examines how the presence of other customers in a retail service environment influences an individual’s service brand experience (SBE). Previous research indicates individuals perceive other customers based on their similarity, overall physical appearance and behavior. Findings from this study show this perception of other customers (OCP) will influence an individual’s service brand experience. At the same time, a person’s state of mindfulness mediates the relationship between OCP and SBE and the resulting SBE has a positive influence on word-of-mouth. The results extend existing theory, present a number of managerial implications and provide a basis for further research.     

中国文化背景中的消费者-品牌关系:理论建构与实证研究

借用本土人际关系理论对中国消费者-品牌关系进行了理论建构,认为存在四种基本的品牌关系类型"家人关系"、"好朋友关系"、"合作伙伴关系"和"熟人关系",可以揭示并描述品牌关系的差异。作者通过两个研究验证了理论建构的合理性:研究1初步显示本土人际关系隐喻适用于中国消费者对品牌关系评价的情境;研究2进一步验证了品牌关系类型与品牌关系质量具有良好的同时效度。     

整合资源 图像采集技术在车辆过磅中的应用

将监控系统与地磅系统进行资源整合,实现对过磅车辆进行图像抓拍采集,并关联在每一笔出入库单据上,利用数据库管理,随时查阅、追踪,防控风险。     

Relational Resources in Interorganizational Exchange: The Effects of Trade Equity and Brand Equity

This research examines the effects of two key relational resources in relationships between retailers and national brand manufacturers. We introduce the new concept of trade equity, defined here as the value that accrues to a firm from being known in a trading network as a trustworthy trading partner, to explore the relational resources that are inherent in a firm’s ties with trading partners. We consider brand equity to represent relational resources that are located in a firm’s relational ties with end consumers. Based on data collected in a survey of 797 home appliance retailers, results show that a manufacturer’s trade equity and brand equity have differential effects on the retailer’s dependence and commitment to the manufacturer. Findings show that a manufacturer’s brand equity strengthens the effect of its trade equity on the retailer’s dependence and weakens the effect on the retailer’s commitment.     

The brand architecture of grocery retailers: Setting material and symbolic boundaries for consumer choice

This article discusses how the brand architecture of grocery retailers set material and symbolic boundaries for consumer choice, thus limiting consumer sovereignty. The article first discusses previous work on store atmospherics, servicescapes and brand architecture. It is argued that work based on these concepts has taken an internal management perspective on how retailers can manipulate aspects of the retail setting to serve their own interests. Then, we develop an alternative conceptualisation of retailer brand architecture that takes into account that consumers (and other constituents) are active co-constructors of material and symbolic aspects of retail settings. It is discussed how consumers participate in constructing retailer brand architecture and how this concept differs from previous research. Implications for both research and practice are discussed.     

Achieving and Managing Global Brand Equity: A Critical Analysis

ABSTRACT

According to some experts, brand equity is a company's most important asset. In this article, the authors first study the durability of brand equity in the long run. Then they examine the maintenance of that brand equity. The study analyzes the relative position of the top 50 most important global brands. Rank correlations indicate that, in the short run, the top 50 brands maintain strong equity levels, but in the longer run, this equity dissipates. In order to empower global brands in the long run, the authors put together a general global brand strategy model that would achieve and maintain brand equity. The model has three important components: strategic action, generating brand power, and achieving sustained brand equity. Such a model could balance the success in achieving brand equity globally both in the short and long run.     

Consumer evaluation of self-service innovation failure: the effect of brand equity and attribution

The purpose of this study is to examine how, when a self-service innovation fails, customers evaluate different levels of brand equity and how the brand equity effect is moderated by consumer attribution and service recovery. Based on two experimental studies, the results indicate that high-equity brands suffer less from the adverse effects of self-service innovation failures when compared with low-equity brands. However, self-service innovation failures are more detrimental to high-equity brands if they are caused by service providers' internal factors as well as low service recovery.     

物联网与云计算环境下的大连农业信息服务模式构建

随着物联网和云计算等新兴技术的高速发展,加强农业科技和服务体系建设成为加快发展现代农业的必然。当前,大连地区农村信息化建设取得了明显进展,政府主导型服务模式蓬勃发展:信息呈爆炸性增长;数字化信息程度高;终端多样化;信息需求个性化强;信息服务成本下降。通过构建信息采集模块、网络模式、云计算模块、信息服务展现模块,建立一个全方位、多角度、立体化、智能化、人性化与个性化的大连特色农业信息服务模式,推进农业信息服务领域中物联网与云计算技术整合的时机已经成熟。     

Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods

The “intangible” nature of e-commerce may cause shoppers to be uncertain about whether products ordered online will fit their needs or perform up to expectations. Such uncertainty is a dimension of consumer risk, or feelings that result because the actual outcome of a purchase decision can only be known in the future. However, the ability of e-retailers to offer a plethora of product-related information can ameliorate this uncertainty. This research assesses the influence of three online retailer communication practices—evoking vividness through pictures, allowing consumers to control information presentation, and presenting information from third-party sources. We demonstrate that these practices materially affect consumer perceptions of product performance uncertainty. Importantly, we also find that the influence of the practices differs by the search or experience orientation of the product, sometimes in counterintuitive ways. These results can serve to help enhance the effectiveness of e-retailers’ communications and, in the case of multichannel retailers, help determine which products are best suited for different channels.     

Internet banking loyalty: evaluating the role of trust,satisfaction, perceived risk and frequency of use

This paper analyses the role of satisfaction, trust, frequency of use and perceived risk as antecedents of consumer loyalty to banking websites. While the literature usually focuses on the direct effects of these variables, special attention is paid here to evaluate their moderating effects on the relationship between satisfaction and loyalty. The results from a sample of 254 Spanish users of Internet banking services show that while satisfaction correlates positively with loyalty, the effect is significantly less intense with high levels of perceived risk. The results are similar for trust, which correlates more positively with high levels of perceived risk, but also when Internet banking is used less frequently. Managerial implications from these results are provided.