The matchup effect of spokesperson and product congruency: A schema theory interpretation

This aricle examines the matchup hypothesis or the notion that the congruence in advertisements between spokesperson characteristics and product attributes is related to observed variations in source credibility, product evaluations, perceived product gender, and other measures of advertising and communication effectiveness. Schema theory is used to interpret the results of previous inquiries into the matchup hypothesis, and the results of two experiments that provide additional insight into how schema might be changed by a spokesperson/product match are reported. Areas of future research into the matchup hypothesis on schema theory implications are discussed. © 1994 John Wiley & Sons, Inc.     

The joint effects of advertising and product trial: A source-monitoring perspective

Various sequences of exposure to advertising and product trial were examined using a source-monitoring framework. The findings suggest that memories of positive product-trial experience can be enhanced by advertisement exposure and such facilitation is greater when the temporal separation of the two information sources is minimal. In contrast, when product-trial experience is negative, the reverse is true. A source-monitoring explanation is put forth to understand the role and limit of memory (re)-construction from advertising exposure and product-trial experiences.     

The importance of spatial agglomeration in product innovation: A microgeography perspective

This study focuses on how innovation in general and product innovation in particular are influenced by firms' agglomeration in smaller local districts, the so-called microgeography of product innovation. Using spatial analytic methods on the mobile gaming industry in the Seoul Metropolitan Area, this study finds that mobile gaming firms co-locate to form sub-clusters for specializing in specific product innovation activities such as visual complexity, product price, and product upgrade. Furthermore, results show that the relationships between product innovation and sales performance differ across individual firms and sub-clusters. The findings confirm that microgeographic location plays a key role in promoting different product innovation activities within a city-level cluster. One key implication is that regional and district policy makers should consider product innovation policies based on each sub-cluster's specific product innovation potential, due to the heterogeneous agglomeration effects in product innovation activities.     

Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective

When both high-equity and low-equity brands experience an innovation failure, does the high-equity brand fare better? This study investigates this question by exploring how consumers view and evaluate brands following an innovation failure. The researchers examine whether brand equity, preannouncement of the innovation, and word-of-mouth from an opinion leader exacerbate or alleviate the negative impact of the failure. Two experiments with a total of 816 subjects show that high-equity brands suffer less than low-equity brands from the adverse effects of innovation failures. However, innovation failures are more detrimental to high-equity brands that have preannounced the innovation and to low-equity brands that do not receive supportive word-of-mouth from an opinion leader after the failures occur.     

Coordination mechanisms in cross-functional teams: a product design perspective

Marketing research has shown that cross-functional team structures are not a universal panacea for shortening development times or improving success rates. Marketing research has nonetheless included the claim that marketing-led teams result in superior performance in cross-functional teamwork, in comparison with sales-led or design-led structures. The premise has been that marketing structures are more participative, more efficient, and more effective than sales-led or design-led structures. This paper presents a more nuanced view. Analysing factors such as contingency, closure, and attitude, the paper argues that the effectiveness of any one functional base or organisational arrangement depends on the customers and on the technologies by which these customers are served. On the basis of a literature review and five case studies, the paper specifies why and how cross-functional teams should be design-led when the task is to open up new ways of envisioning or to generate new ideas for the future.     

How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective

A laboratory experiment examines the effects of electronic word-of-mouth (e-WOM) on consumer consideration and choice of an experience product. Specifically, we manipulated the number of consumer recommendations and the optimality of the recommended product in a realistic online shopping environment. The results indicate that e-WOM is likely to result in more time considering the recommended product. For consumers more motivated to process information, e-WOM recommendations lead to more time spent on the choice task overall. Further, consumers with less motivation to process information make suboptimal decisions based on e-WOM recommendations. Consumers with a high motivation to process information are willing to accept recommendations and switch from declared attribute preferences, but choose only optimal products.     

Information direction, website reputation and eWOM effect: A moderating role of product type

This article examines how the electronic word of mouth (eWOM) information direction (positive vs. negative) and a website's reputation (established vs. unestablished) contribute to the eWOM effect. The article describes a study focusing on the moderating role of the product type (search vs. experience). The results of the experiment show that the eWOM effect is greater for negative eWOM than for positive eWOM, greater for established websites than for unestablished websites, and greater for experience goods than for search goods. The results support the moderating effects of product type on the eWOM information direction-website reputation-eWOM effect relationship. The impact of negative eWOM on the eWOM effect is greater for experience goods than for search goods. Similarly, the impact of website reputation on the eWOM effect is greater for experience goods than for search goods. The findings provide managerial implications for an Internet marketing strategy.     

Country-of-origin effects on product quality judgments: An information integration perspective

Functional measurement methodology is used to examine the simultaneous effects of country-of-manufacture and price information on judgments about product quality and overall product evaluation The results suggest that a simple (constant weight) averaging model adequately accounts for the cognitive algebra used by consumers to integrate country image and price cues Also, the derived scale values for country image and price suggest that these variables produce roughly equivalent (and strong) effects on product Judgments Implications of these results for future research on country-of-origin effects are discussed.     

A systematic review of the relationship between international diversification and innovation: A firm-level perspective

We conduct a systematic review of the relationship between international diversification (ID) and firm-level innovation (I), considering articles published between 1989 and 2020. The relationship between international diversification and innovation strategies is dynamic and complex, and recent evidence challenges the traditional notion that upgrading firm-specific advantages through technological innovation can be sufficient to guarantee international firm growth and performance. We develop a unified framework that integrates findings from extant ID-I research while also proposing new avenues for further research on topics such as: how firms deal with potentially conflicting ID-I goals, how underlying firm motives shape the interactions between these goals, and how new technologies and institutional dynamism increasingly influence the ID-I relationship. We also discuss how and why the new contexts in which decisions are made, together with the prevalence of relatively newer types of firms (e.g., those associated with global value chains, latest wave of emerging market multinationals, digitalized service MNEs), require a more modern conceptualization of the ID-I relationship.     

Congruence in the assessment of service quality between employees and customers: A study of a public health care delivery system

Using social information processing theory, we examined the congruence between employee and customer assessments of organizations' service quality. The setting was a public health care delivery system. Contrary to expectations, employee assessments of service quality were lower than those of their customers. Also unexpectedly, employees with professional training had less congruent assessments than other employees. As expected, employees with longer tenure and those in departments with stronger customer service work climates had more congruent assessments relative to their customers. The results have implications for both management theory and for managers interested in developing customer-centered organizations.     

自我概念一致性与品牌偏好关系研究:自我差异的调节作用

本文研究了自我差异对自我概念一致性与品牌偏好关系的调节作用。结果表明,当消费者感知到高水平的自我差异时,理想的自我概念一致性(相比现实的自我概念一致性)对品牌偏好的影响更大;而当消费者感知到低水平的自我差异时,现实的自我概念一致性(相比理想的自我概念一致性)对品牌偏好的影响更大。因此,企业不仅要深刻认识到消费者自我概念在品牌个性塑造中的重要性,而且必须将自我概念一致性与自我差异相结合,针对消费者不同自我差异水平进行品牌个性的细化塑造。     

Parent-protecting advertising in product line extensions: Role of communication strategy,message type and extension type

Product line extension, the introduction of new products under the same brand name in a given product category, is a growing practice of product innovation in many industries. However, when companies launch line extensions, information of the new products positively or negatively affects consumer evaluations of the parent products in the same line, generating the so-called spillover effects. Through two experimental studies, the current research explores how marketers can employ appropriate communication strategies and message types in advertising to induce favourable spillovers or to avoid negative spillovers in product line extensions. Experiment 1 investigates the interaction between communication strategy and line extension type. Results reveal that for vertical high-end extensions and for horizontal line extensions, ads using relational strategy that focuses on the relatedness between products in the line increase consumer valuation of the parent product; for vertical low-end extensions, ads with elaboration strategy that stresses the uniqueness of the extensions avoid negative spillovers on parents. Experiment 2 further examines how message type moderates the spillover effects in elaboration ads. Results show that, compared with numerical messages, literal messages engender smaller valuation decreases on the parents and consequently alleviate undesirable spillover effects for most types of product line extensions.     

Whistleblowing and power: A network perspective

This article presents a network perspective on whistleblowing. It considers how whistleblowing affects, and is affected by, the preexisting distribution of power inside and outside an organization, where power is conceptualized as deriving from the network positions of the key actors. The article also highlights four characteristic features of whistleblowing: third‐party detriment, local subversion, appeal to central or external power, and reasonable expectation of concern. The feature of local subversion succinctly explains why whistleblowing is difficult. The feature of appeal to central or external power highlights that contrary to the perception of a democratizing phenomenon, whistleblowing tends to redistribute discretion away from local power toward more central power. This suggests a need for caution about institutional measures to promote whistleblowing in contexts where governance is already highly centralized.     

Development time and new product sales: A contingency analysis of product innovativeness and price

Opposing theories and conflicting empirical results with regard to the effect of development time on new product sales suggest the need for a contingency analysis into factors affecting this relationship. This study uses a unique combination of accounting and perceptual data from 129 product development projects to test the combined contingency effect of product innovativeness and new product price on the relationship between development time and new product sales. The results show that for radically new products with short development times, price has no effect on new product sales. When the development time is long, price has a negative effect on the sales of radical new products. The findings additionally show that price has no effect on sales for incremental new products with short development times and a negative effect for incremental new products with long development times. Together, these findings shed new light on the relationship between development time and new product sales.     

Impacts of product type and representation type on the perception of justice and price fairness

Consumers make purchasing decisions every day. This paper investigates perceptions of justice and price unfairness, where the product (hedonic vs. utilitarian) is presented either in a more abstract (verbal) or a more concrete (photo) way in a context of discriminatory pricing—a widely-employed marketing practice. Two experimental studies were completed. Results show an interaction between product and representation types. When consumers pay more than others to purchase utilitarian products that are concretely represented, participants perceive more unfairness when compared to hedonic products. However, when consumers pay more than others to purchase utilitarian products abstractly represented, the perception of unfairness decreased compared to hedonic products. For consumers and practitioners, this study offers important contributions—it presents situations in which a discriminatory price can result in a different perception of injustice or price unfairness to informed consumers. Accordingly, implications of these findings for the literature, consumers, and managers are discussed.     

CSR and banking soundness: A causal perspective

This is the first study to examine the relationship between sustainability and soundness in banking as part of an integrated reporting approach. We consider 12 major European banks over the period 2006–2016. To test the relationship, two indexes were constructed, the sustainable performance index, which attempts to measure sustainability, and the banking soundness index, which measures bank soundness. The results show a bidirectional causality between sustainability and banking soundness. More specifically, soundness encourages banks to engage in sustainable development activities, while the implementation of a sustainable development approach has a negative effect on banking soundness. Our research contributes to the literature on this topic in two ways. First, we propose a new method for measuring banking soundness based on a Bayesian approach. This approach allows us to study a large number of criteria and allows us to determine proactively the importance and the contribution of different determinants in achieving soundness. In addition, to the best of our knowledge, this is the first study that attempts to study the relationship between bank soundness and sustainability.     

The Harris-Todaro hypothesis and the Heckscher-Ohlin-Samuelson trade model : A synthesis

We report a model of the Harris-Todaro variety in which capital is mobile and the urban wage is endogenous. Our model subsumes several other models presented in the literature. We extend the central theorems of trade to our model and also present formulae for the shadow wage and shadow rental. Our principal findings include (a) nonexistence of equilibrium in an important specialization of the model; (b) a factor-price and unemployment rate equalization theorem: and (c) an identical subsidy to labor but a differential subsidy to capital for obtaining a second-best optimum.