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Giebelhausen Michael Lawrence Benjamin Chun HaeEun Helen 《Journal of Business Ethics》2021,172(1):133-149
Journal of Business Ethics - Companies are increasingly using cause-related marketing campaigns to engage consumers during the purchase process and highlight their own corporate social... 相似文献
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Michael D. Giebelhausen Stacey G. Robinson J. Joseph CroninJr. 《Journal of the Academy of Marketing Science》2011,39(6):889-905
A truism in the marketing literature, and among many marketing practitioners, is that requiring consumers to wait negatively
impacts quality evaluations, purchase intentions and a range of other important outcomes. However, it is also true that consumer
waiting or queuing has historically been considered from an operations perspective. The present research takes a different
approach and examines waits in the context of their ability to function as a signal of quality. Four experiments demonstrate
a required wait can indeed signal quality to consumers and increase, rather than decrease, both purchase intentions and actual
experienced satisfaction. Three moderators of this effect are examined: preexisting knowledge, consumption motivations, and
the extent to which quality is difficult to objectively determine. The results suggest in situations where quality is important,
unknown or ambiguous, managers may increase consumer satisfaction by making consumers wait. 相似文献
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Andrew E. Wilson Michael D. Giebelhausen Michael K. Brady 《Journal of the Academy of Marketing Science》2017,45(4):534-547
It is widely accepted, and demonstrated in the marketing literature, that negative online word of mouth (NOWOM) has a negative impact on brands. The present research, however, finds the opposite effect among individuals who feel a close personal connection to the brand—a group that often contains the brand’s best customers. A series of three studies show that, when self–brand connection (SBC) is high, consumers process NOWOM defensively—a process that actually increases their behavioral intentions toward the brand. Study 1 demonstrates this effect using an experimental manipulation of SBC related to clothing brands, and provides process evidence by analyzing coded thought listings. Study 2 provides convergent evidence by measuring SBC associated with smartphones, and followup analyses show that as SBC increases, the otherwise negative effect of NOWOM steadily transforms to become significantly positive. Study 3 replicates these results using a combination of a national survey conducted by J.D. Power investigating hotel stays and data drawn from TripAdvisor. Results of all three studies, set in product categories with varying levels of identity relevance, support the positive effects of NOWOM for high-SBC customers and have implications for both managers and researchers. 相似文献
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