The role of brands in recruitment: A mixed-brand strategy approach

DelVecchio et al. (Marketing Letters, 18, 149?C164, 2007) expanded the role of brand equity by revealing the important role it plays in human resource management. We extend their study by incorporating a mixed-brand structure in a potential job applicant's decision to pursue a job. We integrate both corporate level and product level brands to form an overall brand in this decision process. Four models based on inference processing and affect transfer are developed and tested. Our results suggest that corporate-level brand and product-level brand, which constitutes an overall brand name, play a major role in influencing a potential recruit to pursue a job.     

The role of positive emotions in experiential decisions

This research examines how consumers experience decision making for experiential products such as vacations. We combine data from 1) ethnographic interviews, 2) online community discussion forums, and 3) an introspective vacation-planning task to explore the experience of emotion in the decision process and to develop a new model of decision making that extends extant decision theories. We find that consumers experience a variety of positive emotions as they plan vacations, from facilitative feelings that guide the plan to fantasy feelings consumed for pleasure. Positive emotions are most evident in reaction to imagery and when the consumer's self identity is salient, and often precede more analytic information processing. Overall, this research offers a richer understanding of the emotional nature of consumer decision making for experiential products and services.     

Creating ethical brands: the role of brand name on consumer perceived ethicality

A critical component of brand equity is consumer perceived ethicality (CPE) of the brand. Yet, little is known about how to create positive brand CPE. We offer that the starting point for creating brand CPE is with the brand-naming decision. Drawing on sound symbolism theory, we propose that certain brand name characteristics better convey ethicality. Two studies are conducted. Study 1 finds that higher frequency sounds in brand names better convey ethicality than lower frequency sounds. Study 2 finds that brand names can positively impact brand CPE in the presence of additional information, in particular, information that reflects negatively on the brand’s ethical behavior. These results suggest that marketers be more involved at the onset of creating an ethical brand image.     

Attitudinal effects of ad-evoked moods and emotions: The moderating role of motivation

The role of the moods and emotions evoked by advertisements in shaping the amount and valence of cognitive elaboration, as well as consumer brand attitudes, has recently begun to elicit research interest. It is shown that moods and emotions appear to influence brand attitudes more in low personal relevance (“low motivational involvement”) situations than under high-motivation conditions, by suppressing counterargumentation more in such low motivation situations. Implications are discussed for advertising theory and practice © 1994 John Wiley & Sons, Inc.     

The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions

The role of emotions in hedonic service settings is well established, but their role in utilitarian service settings has received scant attention. This research attempts to fill this gap by investigating the effects of customers’ perceptions of service quality and servicescape on their emotional reactions, and their perceptions of product quality and subsequent behavioral intentions. Data are collected from 189 clients/patients who visited an optometry clinic. The study reports that perceived service quality (reliability, responsiveness, assurance, and empathy) and service environment (atmosphere and layout) both increase positive emotional satisfaction. In turn, positive emotional satisfaction leads to a high perception of product quality, high recommendation, patronage intention, and likelihood of purchase. Additionally, product quality perceptions have a significant positive impact on behavioral intentions.     

The role of design in the future of digital channels: Conceptual insights and future research directions

PurposeIn the past channel literature has looked to other disciplines in developing and refining their theories, models and methods in order to evolve the field. This paper traces such history and highlights the substantial changes caused by the digital age. In light of this, the inclusion of design theory into future channel management is presented to overcome existing concerns.Design/methodology/approachA comprehensive review of literature on the history of channels, the emotional experience (people), limitations of digital innovation (technology) and the role of design (business) has been conducted to create a new approach, built upon the theory of the techno-economic innovation model.FindingsThe findings of this study propose design-led channel management as a new research area, providing novel research questions and future research directions. The inclusion of design and emotion theories indicates that the future of digital channel design requires a deeper understanding of customers and needs to go beyond technological advances.Theoretical implicationsThe findings provide an opportunity to explore dynamic theories and methodologies within the field of design that will broaden the horizons and challenge existing notions in channel literature.Originality/valueThis paper is the first paper that introduces the theory of Emotionate, as the next evolution of channel literature. The value of Emotionate lies in providing a new design-led process of integrating emotion to provide advice to practitioners as well as identifies research areas for academia, thereby extending the reach and richness of this emerging research field.     

Private labels versus national brands: The effects of branding on sensory perceptions and purchase intentions

Consumers increasingly consider private labels to be as good as national brands. This research raises the question of whether national brands and private labels equally affect consumers’ sensory perceptions and purchase intentions. The results of two studies show that consumers reverse their evaluation of private labels (vs. national brands) when tasting the product in an informed (vs. blind) condition. When consumers are not aware of brand names, they indicate better taste and higher purchase intentions for private labels. However, the opposite is true when they try products in an informed condition. We discuss the implications for private labels and national brands.     

The effects of culture on ethical decision-making: An application of Hofstede's typology

This paper addresses a significant gap in the conceptualization of business ethics within different cultural influences. Though theoretical models of business ethics have recognized the importance of culture in ethical decision-making, few have examinedhow this influences ethical decision-making. Therefore, this paper develops propositions concerning the influence of various cultural dimensions on ethical decision-making using Hofstede's typology.Scott J. Vitell is Associate Professor of Marketing and holder of the Michael S. Starnes Lecturship in Marketing and Business Ethics at the University of Mississippi. His work has previously appeared in theJournal of Macromarketing, theJournal of Business Ethics, Research in Marketing, and theJournal of the Academy of Marketing Science as well as various other journals and proceedings.Saviour Nwachukwu is a Ph.D. candidate in Marketing. His research interests include international marketing, marketing and economic development, and marketing ethics.James H. Barnes is Associate Professor of Marketing and Pharmacy Administration and holder of the Morris Lewis, Jr. Lectureship in Marketing at the University of Mississippi. His research has previously appeared in theJournal of Marketing Research as well as other journals and proceedings.     

The role of corporate governance in FDI decisions: Evidence from Taiwan

There has been a considerable literature on the determinants of why firms undertake foreign direct investment (FDI), but very little on whether firms with different governance characteristics are more or less likely to venture overseas. For example, are family-controlled firms more predisposed to FDI than firms, with similar attributes, but different forms of ownership? Does the presence of institutional shareholders suggest a greater propensity to invest abroad? Does the composition of the Board of Directors have an impact? Most extant studies of corporate governance focus on the impact of governance factors on firm performance. However, these performance outcomes are a function of the strategic decisions made by the firms, which suggests it might be useful to consider the relationship between corporate governance factors and particular strategic decisions. One example is the decision to undertake foreign direct investment. The two main strands of IB literature on the determinants of FDI have little or nothing to say about how corporate governance factors might affect the FDI decision. Both internalisation theory and the resource-based view see FDI primarily as a means by which firms can appropriate rents in overseas markets from the exploitation of their idiosyncratic resources and capabilities. This paper extends this literature by investigating the effects of governance factors on the decision to undertake FDI. In particular, we want to assess the impact upon the FDI decision of (a) the extent of family control, (b) the presence of domestic and foreign institutional shareholders, and (c) the composition of the Board of Directors. We investigate these effects using a sample of 228 publicly listed firms in Taiwan, and our results clearly indicate that family control and share ownership by domestic financial institutions in Taiwanese firms are associated with the decision to undertake FDI. We also find that corporate governance impacts in different ways with regard to Taiwanese FDI in China in comparison to Taiwanese FDI in the rest of the world.     

Consumer cynicism and perceived deception in vanity sizing: The moderating role of retailer (dis)honesty

While prior scholarship has acknowledged the overall positive influence of vanity sizing on consumer outcomes, no work to date has addressed the psychological process that occurs when consumers suspect retailers of dishonest sizing information. This is an important process to understand because perceptions of deceptive retailer motives lead consumers to react negatively to the product and the retailer, regardless of the retailer's actual motives. Thus, this research utilizes attribution theory to examine perceived deception as a mediator between consumer cynicism (a dispositional trait) and consumer outcomes. The results reveal that at higher levels of consumer cynicism, prior knowledge of deceptive sizing practices has an amplifying effect on the influence of consumer cynicism on perceived deception, while retailer honesty with sizing issues helps to block this influence. Further, perceived deception leads to reduced consumer outcomes, confirming prior findings in the literature.     

The liability of foreignness reconsidered: New insights from the alternative research context of transforming economies

Institutional theory has been increasingly used to decipher implications of the liability of being a foreign firm. Earlier studies have argued that multinational corporations bear social costs arising from lack of legitimacy and thus need to engage in isomorphism to increase their likelihood of survival. Drawing on insights gained from transforming economies, this study reconsiders the espoused relationships among legitimacy, local isomorphism, and overcoming the liability of foreignness. We argue that idiosyncrasies of transforming economies could engender (1) varying levels of need for gaining legitimacy of local constituents and (2) alternative ways other than local isomorphism for gaining legitimacy from local institutional actors.     

The importance of importance: Its impact on decision-making in mall retail categories during an economic downturn

The study examines how, during an economic downturn, the perceived importance of the value offering of retail store categories, as identified by a major international mall operator based in Australia, influences the relationship between consumers’ shopping attitudes and likelihood of purchasing in those categories. The findings show variance in the importance pertaining to retail store categories between those that have and those that have not altered their shopping behaviour. Different mediating effects were found in the major, mini-major, leisure, apparel, and mobile phone categories, suggestive of each group having differing levels of self-interest in the value offerings of each category, thus, symptomatic of dissimilar decision-making strategies for each group. Contributions to theory and practice are discussed.     

Electronic word-of-mouth (eWOM) generation in new media platforms: The role of regulatory focus and collective dissonance

In this research, we examine the role of two motivational forces associated with creation of electronic word-of-mouth (eWOM): regulatory focus and collective dissonance. Our studies show that generation of eWOM is enhanced by regulatory fit, while traditional WOM is dominated by the negativity effect. In study 1A, we show that prevention-focused consumers produce stronger intentions to post eWOM when they undergo a negative compared to a positive service experience. In study 1B, we find that promotion-focused consumers are more likely to post eWOM in reaction to a positive service experience when one's self-construal is independent. The final study shows that due to collective dissonance, consumers have greater intentions to create eWOM when their experiences are inconsistent with others' postings. We discuss the implications of these results for the development and management of eWOM communication in virtual communities.     

The impact of customer cognitive competence on online service decision-making: an event-related potentials perspective

Customer service online decision-making is subject to the perception of service value based on the interaction between customer cognition and emotion. The study reported in this paper examines the impact of customer cognitive competence on the online service perceived value. Thirty participants were divided into high- and low-cognitive-competence groups based on their responses on the service value perception survey. During the experiment, both groups were shown services that were available for online purchase. Changes in cognitive and emotional late positive potential (LPP) in the occipital and central–parietal region were recorded. In comparison with the customer sacrifice and customer benefit, the service value may elicit greater emotional LPP components in the central–parietal region and shorter cognitive LPPs in the occipital region in the group with high cognitive competence. Our findings present a potential neural mechanism for the impact of consumer cognitive competence on service value perception and decision-making, which may encourage the managers to improve service quality and guide the research of customer behavior and marketing.     

The role of planning in small firms: Empirical evidence from a service industry

The relation between planning behaviour and performance is analyzed for a large number of small real estate firms in the Netherlands. A firm's planning behaviour appears to be influenced by the way it perceives its environment (in terms of complexity and dynamics) as well as its own characteristics (size, age and activities). The explanation of performance is dominated by a firm's size and the nature of its activities. Hardly and effect of planning on a firm's performance is found, though it appears that in an environment perceived as highly dynamic, planning is merely counter-productive.The authors wish to thank Jan Eppink and Ingrid van Rijn, and are especially grateful to Roy Thurik and two anonymous referees for valuable comments on earlier drafts. It goes without saying that errors and omissions remain the full responsibility of the authors.     

Facilitating expatriate adjustment: The role of advice-seeking from host country nationals

The expatriation literature consistently suggests that expatriates on assignment require a great deal of support to adjust to their new environment. This study examines the potential of host country national (HCN) coworkers as an important yet often overlooked source of support for expatriates. Analysis of survey data collected from 350 expatriates working in the U.S. indicated that expatriates who sought advice from HCN coworkers reported higher levels of work and interaction adjustment. This study also found that expatriates were more likely to seek advice from HCN coworkers they perceived as being credible and likable. Implications for research and managerial relevance are offered.     

The impact of education,experience and inner circle advisors on SME performance: insights from a study of public development centers

In this study, we investigate the effects of entrepreneurial human capital on SME performance using data on 2,713 SMEs within the European Union. Performance was measured in two ways: profitability as ROA and productivity as revenue per employee. Results indicate that both profitability and productivity are positively related to industry-specific knowledge possessed by the CEO-owner prior to starting up the firm and the general business knowledge acquired once the firm is up and running. Experience as a result of having previously worked in a firm in the same industry before starting a business was related to productivity, but there is no relation with profitability. There is a link between performance and inclusion of other CEO-owners in the founder’s inner circle of advisors. This relationship is positive when the advisor’s venture has experienced failure and negative when the advisor’s venture has been successful. We discuss the significance of these findings for research and practice.