Network analysis of the Caucasus’ image

Destination image is influenced by many factors, including destination promotion materials, the mass media as a general familiarity agent, the perceivers’ own characteristics and even researchers’ methodological choices. To isolate and minimize the impact of research on destination image, different qualitative and quantitative designs and analysis techniques have been utilized. However, no previous study utilized the network analysis technique, which may be useful to reveal a picture of destination image with the interconnections and hidden dynamisms of dimensions as well as its correlates. The present study applies this technique on qualitative data from an online sample of Americans on their perceptions of a relatively remote and unfamiliar destination, the Caucasus region, in order to hone in on the dramatic impact of mass media on destination image. Results revealed networks of meanings with residue of mass media messages about Boston bombing, with some differences among different genders and education levels.     

节事活动旅游形象感知研究：对旅游动机与熟悉度作用的检验——以2010年世博会为例

旅游形象在旅游决策过程中已经得到国内外学者的肯定,但缺乏把旅游形象运用到节事活动的研究中．更缺乏对节事活动旅游形象感知行为的研究。世博会作为超大型节事活动,运用结果方程模型,选取重庆市民对世博会旅游形象的感知来研究节事活动旅游者的旅游决策过程,特别是探讨旅游动机与熟悉度对节事活动旅游决策过程的作用。研究结果显示,旅游动机与节事活动情感形象以及旅游动机与旅游意向之间并无显著的关系,而节事活动认知形象与情感形象对旅游意向具有直接的影响效果,其中节事活动认知形象和对节事活动的熟悉度在模型中是具有主导性的关键因素。     

Brand familiarity and product knowledge in customization

I adopt Hotelling's model with two firms. Each consumer has a most preferred variety and possesses a certain level of category‐specific knowledge. When a firm offers customization, consumers must interact with the firm to create their products. Consumers familiar with the brand can do this seamlessly, whereas consumers unfamiliar with the brand have difficulty expressing their individual needs (the difficulty decreases with consumers' knowledge). The firms first simultaneously decide whether to customize, then engage in price competition. Although customization makes the products less differentiated, the frictions caused by consumer co‐design activities relax price competition. Customization by one of the firms occurs in equilibrium.     

Support for the underdog brand biography: Effects on consumer attitude and behavior

Conflict between favorites and underdogs is an everyday phenomenon. Research suggests that people support the underdog as they see a reflection of their own self in the person at a disadvantaged position. Two studies examine the effect of underdog brand biography in two different contexts. Study 1 provides support for the notion that underdog brand biographies for established brands elicit stronger consumer response than underdog brand biography for new brands. In study 2, a 2 × 2 between-subjects experimental design measured respondents’ reaction toward an underdog brand biography over a top dog brand biography under conditions of public versus private consumption. Results demonstrate that consumers exposed to underdog brand biographies in the private consumption condition will be more likely to respond favorably than when they are exposed to the public consumption condition. Based on the results it is suggested that advertisers make use of underdog brand biographies in case of established brands. Furthermore, choice of underdog brand narratives is likely to bring positive results under conditions of private consumption.     

“Retail is detail! Give consumers a gift rather than a bundle”: Promotion framing and consumer product returns

Retailers often use the promotion strategy of offering supplementary products (e.g., free gift, bundle) to attract consumers and increase sales. Despite the growing literature on the promotions that are differently framed but offer economically identical values, little research has examined the link between promotion framing and consumer product returns. The current article sheds light on this relationship, hypothesizing that a free gift promotion would be superior to a bundle promotion in reducing consumer product returns. The findings suggest that a gift‐framed promotion leads to a lower product return intention than an economically equivalent bundle promotion, because consumers tend to perceive more loss from giving up the gift‐framed (vs. bundle‐framed) deal. Further, this study examines a moderating role of brand familiarity (familiar vs. unfamiliar) and shows that the merits of free gift framing on product return intention via perceived loss are amplified (attenuated) when the promoted brand is familiar (unfamiliar). Overall, the investigations of this study imply that it is better to frame a promotion as a “free gift” than a “bundle” to increase perceived loss in returning the purchase and thus to decrease consumer product returns. This strategic intervention works especially when the gift is offered by familiar brands.     

Vision (im)possible? The effects of in-store signage on customers’ visual attention

We used two eye-tracking field experiments to investigate the extent to which in-store signage is used during navigation and decision making, and how the viewing of signage influences customers’ visual attention and choice behavior. One hundred and seventy-five customers at a grocery store were exposed to signage stimuli while carrying out predefined shopping tasks. Experiment 1 shows that attention toward signage is affected by customers’ levels of store familiarity and in-store search stage (navigation vs. decision making). Experiment 2 demonstrates that signage has a considerable impact on the direction and magnitude of customers’ visual attention during decision making.     

目的地熟悉度对游客满意度评价及忠诚度的影响--以黄山风景区为例

文章以黄山风景区为例,使用结构方程模型法、K-Means聚类法与单因素方差法分析了旅游目的地熟悉度维度与程度对游客满意度评价与忠诚度的影响,发现信息熟悉的影响力远大于经历熟悉,而熟悉程度保持在较高水平时游客的满意度评价与忠诚度会更高,即在中国旅游产业发展背景下游客对目的地的熟悉程度还远没有达到“U”形的拐点水平。     

More Isn't Always Better: Exploring the Influence of Familiarity When Using Multiple Celebrity Endorsers

Marketers continually employ celebrity endorsers as a promotional tactic to enhance brand awareness and increase sales. Frequently, companies will use multiple celebrities to endorse the same product, but feature them individually across a series of concurrent advertisements. While this tactic is often used in practice, its effectiveness has not been thoroughly examined within the academic literature. Our research investigates the value of using multiple concurrent endorsers and the moderating role that celebrity familiarity has on attitudes toward the brand and purchase intentions. Results suggest that using multiple endorsers concurrently is not always the best approach.     

Foreign Investment in Emerging Markets: International Diversification or Familiarity Bias?

This study empirically tests whether foreign investors take advantage of international diversification when investing in emerging Asian markets. Using the 2007–2008 financial crisis as identification, we find that firms with higher foreign ownership had better stock returns during the financial crisis. Moreover, the diversification effect exists in five out of the eight emerging markets and is stronger in markets with a lower dynamic conditional correlation with the global market index. We also find that foreign investors prefer firms with a lower international sales ratio. In conclusion, the evidence consistently suggests that foreign investors take advantage of diversification effects.     

Explaining the Familiarity-Liking Relationship: Mere Exposure,Information Availability,or Social Desirability?

A large and diverse body of marketing literature suggests that well-known brands enjoy several advantages compared to less familiar brands. Specifically, brands with higher levels of familiarity appear to achieve higher levels of liking or preference among both consumers and retailers. This familiarity-liking relationship has proven to be one of marketing's most robust and reproducible empirical generalizations. However, there remains a considerable amount of uncertainty as to the conditions under which this relationship arises. In this study, we identify, conceptualize, and empirically assess three alternative hypotheses of the familiarity-liking relationship: mere exposure, information availability, and social desirability. Our results suggest that social desirability is the most powerful of these three potential mechanisms underlying the familiarity-liking phenomenon.