Collaborating for success: managerial perspectives on co-branding strategies in the fashion industry

Abstract

This article investigates the nature of co-branded relationships within the fashion industry. Existing co-branding literature focuses heavily on consumer evaluations, and many studies explore FMCG and electronics markets, within which ingredient co-branding is common. When two brands from the fashion industry collaborate, both brands exist independently and do not rely on ‘ingredients’ for developing a new product and, therefore, presenting an opportunity for exploring the drivers and types of relationships that could exist. This study adopts an interpretive method of investigation using in-depth interviews with brand managers. Findings provide empirical support for value creation through different relationship levels (such as brand/awareness co-branding, values endorsement and complementary competence co-branding) while highlighting some challenges and risks for co-branding in practice. This article discusses implications for theory development and practice and highlights avenues for future research.     

The State of Research on Information Systems Success

Measuring information systems (IS) success is of great interest to both researchers and practitioners. This article examines multidimensional approaches to measuring IS success and explores the current state of IS success research through a literature review and by classifying articles published between 2003 and 2007. Based on a total of 41 academic journal and conference publications, the relevant research carried out is identified, while the research results are categorized, consolidated, and discussed. The results show that the dominant empirical research analyzes the individual impact of a certain type of information system by ascertaining users’ evaluation of it by means of surveys and then applying structural equation modeling. The DeLone and McLean information systems success model is the main theoretical basis of the reviewed empirical studies. This article provides researchers with a comprehensive review and structuring of IS success research. Furthermore, opportunities for additional development are identified and future research directions suggested.     

Placing snacks in children's movies: cognitive,evaluative, and conative effects of product placements with character product interaction

ABSTRACT

Type of placement integration has been shown to influence placement effects in adults. However, no studies have explored the role of character product interaction (CPI) for product placement effects on children. We also lack knowledge about the moderating role of age in this context. We therefore exposed N = 363 children aged 6–15 years to a movie containing no placement, a static placement, or a CPI placement. The presence of placements affected cognitive and conative brand outcomes. However, children's product memory and consumption were higher for CPI placements compared to static placements. As a relevant implication for product placement research, we found that brand outcomes were independent of the children's ages and prior movie familiarity. This suggests that children's developmental stage concerning age does not mitigate product placement effects. Implications for educators and consumer advocates are discussed.     

On the Ethics of Product Placement in Media Entertainment

Abstract

This study examines the ethical propriety of current trends in product placement in television and film entertainment. Historical background for the product placement concept and practice is provided. Changes in the marketing climate that have provided a push for product placement are outlined. A characterization of the product placement industry as it stands today, and the ethical issues raised by the practice frame the analysis. Three distinct “genres” of contemporary product placement are analyzed: (1) Product Placement, (2) Product Integration, and (3) Video Insertion. First, the rise of Product Placement, strategic changes in use, and increased dependence on revenues in production will be discussed. The second section examines a newly mounted form of Product Integration, whereby product placement plays a key role in content development and support of production in television and film. Third, the origins of Video Insertion will be traced to the Princeton Video Image invention of its proprietary L-VIS product. The ethical efficacy ofplacing “virtual advertisements” in space and times that do not naturally exist will be examined. The article closes with summary assessments and consideration of recommendations for action. Ethical issues focused on in the assessment include deception, artists' rights, and excess commercialism. Recommendations consider the climate for full and advance disclosure of product placements in media entertainment, the prospects for a voluntary rating system, and the threat of reclassifying product placement infused media entertainment as commercial speech.     

Product placement practices in prime-time television programmes in Hong Kong

ABSTRACT

Product placement research tends to show how product placements impact consumer behaviour but less research examines the nature of product placement execution. This is the first study to examine product placement execution in Asia focusing on Hong Kong prime-time television programmes. Specifically it explores the prevalence of brand appearances, characteristics of programmes linked to brand appearances, features of placed brands and products, modality of brand appearances, character interaction with placed products and the placement context. It was found that integrating brands in television programmes in Hong Kong seems to be well supported by advertisers, with one brand appearing in every 11 minutes of programming. Less than half of brand appearances were disclosed at the end of the programmes, while none were disclosed prior to the programme which raises questions about regulation of the practice. Results of the analysis provide useful insights into the practice of product placement in this fast growth context and its (dis)connection with existing product placement literature.     

Young adults' perceptions of product placement in films: An exploratory comparison between the United Kingdom and Hong Kong

Even though young adults are a major audience of films and the main target group for product placement, very few studies explore how youngsters across cultures perceive and interpret this marketing communication tool. This study explores this issue through thirty-two in-depth interviews conducted in the United Kingdom and Hong Kong. The comparative analysis focused on four aspects: (1) young consumers' movie consumption habits and their exposure to product placement; (2) their general views towards product placement and advertising; (3) their perception of different execution styles of product placement and its impact and (4) the regulatory and ethical concerns of product placement. Results indicate that the young generation actively engages in interpreting brand integration in films and they were generally positive about it. Although interpretations of product placement are reported on an individual basis, this study suggests that culture may also affect how individuals perceive product placement. This exploratory study raises important issues about cultural differences in the perception of brands placed in films and provides insights for further research in the area of product placement.     

When Fiction becomes Fact: Effect of Reverse Product Placement on Consumer Attitudes

ABSTRACT

This exploratory study investigates the persuasive effects of reverse product placement (RPP)—subsequent commercialization of fictional brands from entertainment media into real world products—comparing it with product placement (PP). Persuasion Knowledge Model and Attribution theory were applied to frame hypotheses of effects on brand attitudes along with the constraining effect of skepticism. A mixed test design revealed presence of persuasion knowledge, recognition of persuasive intent, and negative effect of skepticism for PP, but not for RPP. RPP also had a stronger, positive effect on consumer attitudes. Potential application of RPP in new product development and adoption is discussed.     

How money priming affects consumers in an advertising context: the role of product conspicuousness and consumers’ signalling needs

ABSTRACT

Effects of money priming on basic psychological processes are well established in the literature. However, research that investigates money priming in an advertising context is scarce. This article presents two empirical studies examining consumer reactions after being primed with money and exposed to advertisements presenting either conspicuous or non-conspicuous products. Consumer reactions were investigated with respect to their attitude towards the ad, product evaluation and signalling needs. The findings indicate that the evaluation of a conspicuous product, and the respective ad promoting it, benefit from money priming while the evaluation of a non-conspicuous product is not affected. Moreover, money priming elicits signalling needs in situations where consumers are confronted with conspicuous products. Our moderated mediation models show that these signalling needs mediate the positive effects of money priming in conspicuous situations.     

Acquisition Entry Strategy of Nordic Multinational Enterprises in China: An Analysis of Key Determinants

ABSTRACT

This article addresses the key determinants of acquisition entry strategy (i.e., the choice between full versus partial acquisition) of Nordic multinational enterprises (MNEs) in China. Although general establishment and entry mode strategies have been a highly researched area in international business studies, acquisitions as a specific entry strategy and its different aspects have been scarcely researched. Therefore, the current study aims to fill the gap in literature by analyzing determinants of acquisition entry strategy based on three important theoretical bases: transaction cost economics, resource-based view, and institutional theory. Our study is one of the first to analyze acquisition entry strategy of MNEs from all four Nordic economies (Denmark, Finland, Norway, and Sweden) in China during 1987 through 2012, and this unique empirical context adds further value to the study findings. The empirical results show that high target country experience, high cultural distance, high level of product diversification, and subsidiary location in institutionally developed and open cities of China were positively associated with choice of full acquisitions by Nordic MNEs. On the other hand, high industry research and development intensity and timing of acquisition led to the choice of partial acquisitions by the investing Nordic MNEs.     

Measuring the impact of teaching ethics to future managers: A review,assessment, and recommendations

This paper takes a critical look at the empirical studies assessing the effectiveness of teaching courses in business and society and business ethics. It is generally found that students' ethical awareness or reasoning skills improve after taking the courses, yet this improvement appears to be short-lived. The generalizability of these findings is limited due to the lack of extensive empirical research and the inconsistencies in research design, empirical measures, and statistical analysis across studies. Thus, recommendations are presented and discussed for improving the generalizability and sophistication of future research efforts in this area.James Weber is currently an Assistant Professor of Management at Marquette University. His research publications have focused upon values, moral reasoning, and ethical behavior on both the individual and organizational levels.     

Revised Unique Selling Proposition: Scale Development,Validation, and Application

ABSTRACT

This article reports an empirical study that revisits the unique selling proposition (USP) concept by delineating the content domains based on an operational definition. A revised USP (RUSP) scale was developed and purified, resulting in five dimensions that were consistent with our theoretical conceptualization. An application study further demonstrated that a high or low level of RUSP characteristics in an ad is associated with ad effectiveness measures. Theoretical contributions, managerial applications, and future research directions are discussed.     

Drivers of the Adoption of Eco-Innovations in the Pulp,Paper, and Paper Products Industry in Brazil

ABSTRACT

This study analyzes the production of knowledge in the field of eco-innovation, checking its state of the art in order to discuss topics of future research. Specifically, it assesses the pulp, paper, and paper products industry in Brazil in order to examine the drivers of the adoption of eco-innovation strategies. The study is essentially a review of the literature, with a methodology based on exploratory research, and using the documental and bibliographical qualitative method. The empirical research was based on a quantitative approach using the strategy of a cross-sectional survey by means of a self-administered online questionnaire. It was verified that the studies related to eco-innovation are still preliminary and that the subject lacks specific research with empirical data from survey and in-depth case studies. The following topics were checked for studies on innovation in environmental issues on conceptual and theoretical discussion; models and indicators for evaluating the eco-innovation; types; and political arguments for their development, with the proposition of research lines within this context. The results of the empirical research allow us to conclude that factors such as environmental regulation, the use of environmental incentives and innovation, reputation effects, top management support, technological expertise, and environmental formalization in the context of domestic enterprises are crucial to the adoption of eco-innovation. Further, the higher the extent to which companies embrace an environmental and innovative culture, the greater the internalization of eco-innovative practices.     

Promoting Brands through Product Placement in Successful and Unsuccessful Films in Emerging Markets

ABSTRACT

This article examines the nature and role of the product placement in film as an alternative strategy for better brand recall. For this study, four films, two successful and another two un-successful based on box office reports, are selected. Clippings of the films are shown to 119 respondents. The article concludes by arguing product placement in film can be an alternative to advertisements for better brand recall, purchase intentions and changes in perceptions toward the brands as well as improving attitudes toward the brand. It also gives direction on developing the consumer as a brand spokesperson for global brands.     

The Status of Contemporary Business Ethics Research: Present and Future

This study provides a general overview of contemporary business ethics research of the last 10 years (1997–2006) and discusses potential future research directions in business ethics based on the overview. Using citation and co-citation analysis, this study examined the citation data of journal articles, books, and other publications collected in the Social Sciences Citation Index (SSCI), wherein key research themes in business ethics studies in 1997–2006 and correlations between these themes were explored. The results show that major research themes in business ethics have shifted in the last decade from research on ethical decision making and on the relationship between corporate social responsibility and corporate performance to research on stakeholder theory in business ethics and on the relationship between consumer behavior and corporate social responsibility. The results of this study help map the invisible network of knowledge production in business ethics research and provide important insights on future business ethics research.     

Organization and Management Research in Transition Economies

Abstract

This article ascertains some problematic issues that may arise when conducting organization and management research in the former socialist countries. It reflects on methodological difficulties the two authors have encountered themselves in doing empirical research in a number of East European transition economies (the Baltic States, Bulgaria, and the CIS-especially in Belarus, Russia, and the Ukraine) since the beginning of the transformation in the late 1980s. By providing examples from their own experience, the authors suggest some solutions for solving methodological problems, which other researchers might face while accomplishing empirical studies in a peculiar but also a very attractive research context.     

Explanation,Correlations and Causal Relations

Abstract

The purpose of this article is to help advertising planners evaluate audiences as they relate to cable television and new technologies. Fundamental assumptions made about television audiences and advertisers are examined with regard to new services. The article reviews and organizes the recent empirical studies concerning the audiences of new technologies. It presents a model which analyzes audience similarities and differences between new and conventional media. Also considered are directions for planning, research and the immediate future of cable advertising.     

The effect of affective response to corporate social irresponsibility on consumer resistance behaviour: validation of a dual-channel model

ABSTRACT

This paper delineates a dual-channel model of consumer resistance towards corporate social irresponsibility. The model assumes a conditional mediational relationship among affective response to corporate social irresponsibility and ethical judgement as drivers of consumers’ inclination towards boycotting, protesting and negative word-of-mouth. Mediation-analysis results are largely in line with the model hypotheses: Affective response to corporate social irresponsibility solely has a significant direct effect on resistance inclination of consumers with a low preference for ethical products. Moreover, contractualistic and moral equity (utilitarian) judgement mediate(s) the effect of affective response on resistance intention for consumers with high (low) ethical product preferences. Based on the empirical findings, the paper presents practical implications and avenues for future research.     

Attitudinal Correlates of Brand Commitment

Abstract

Although brand commitment has been a recurrent theme in loyalty research, the construct is not well understood with regard to its formation and its links to other key attitudinal variables. Integrating consumer research and relationship marketing theory, this paper suggests two routes to the development of affective commitment and proposes a model of brand commitment with satisfaction, trust, and brand-person fit as antecedents and exclusive purchase intention as an outcome. The model was tested across three product categories and received substantial empirical support. Implications, limitations and future research directions are discussed.     

Reconceptualising product life-cycle theory as stakeholder engagement with non-profit organisations

ABSTRACT

The paper critically re-examines product life-cycle (PLC) theory, developed over 50 years ago. Despite prevalence in marketing pedagogy and continued popularity within empirical research, PLC is seldom challenged. The paper identifies the organisation-centric construct underpinning the theory and highlights a disconnection between PLC theory and the recent academic insight around customer engagement.

It reconceptualises the life-cycle concept based on engagement between stakeholder and non-profit organisation (NPO), structured upon both the market orientation and social exchange constructs. The revised framework maps stakeholder engagement with the NPO through the five stages of incubation, interaction, involvement, immersion, and incapacitation. The paper concludes with identifying a roadmap for future empirical research to develop and validate the re-envisaged conceptual model. The methodology used is narrative literature review supported by secondary research from specialist practitioner reports.     

The Marketing of Organic Products: An Instrumental/Symbolic Perspective

ABSTRACT

The fact that organic products are growing in popularity is indisputable. This article looks at organics from an instrumental/symbolic perspective and discusses the marketing implications associated with this perspective. Additionally, the article identifies a number of issues for future research that should be examined in the context of organic product marketing.