The study of service innovation for digiservice on loyalty

Advocates of management of service innovation see this area as a new and promising research field. As services are increasingly becoming driving forces of economies, the introduction of new services to satisfy customer needs is becoming a critical issue for managers. This research attempts to address the consumer issue of service innovation. The research entails a comprehensive study of the impacts of service innovation on consumer loyalty in the digiservice context. The study examines service innovation loyalty from the consumer perspective; namely, technology leadership, service leadership, switching cost, brand equity, and customization. Personal interview data from 475 consumers provides the data for empirical hypothesis testing of the relationships between variables. The conceptual model investigates the relevant relationships among the constructs by using confirmatory factor analysis (CFA) and structural equation modeling (SEM). Findings from the research sample support the argument that technology leadership, service leadership, brand equity, and customization are the key determinants of loyalty. The paper also includes a discussion on the theoretical and managerial implications of the research findings.     

Consumers’ forgiveness after brand transgression: the effect of the firm’s corporate social responsibility and response

Abstract

In this article we examine the interplay between the severity of a brand transgression, consumers’ prior awareness of the firm’s corporate social responsibility (CSR) initiatives, and the firm’s response (apology vs. apologia) on the rates of forgiveness among consumers. Results of two experiments show that consumers’ prior awareness of the firm’s CSR initiatives significantly differentiates apologia from apology, with the effect of apology on consumer forgiveness being more apparent when brand transgression severity is mild. Results also show that consumer forgiveness mediates the effect of brand transgression severity, firm response, and consumer awareness on repurchase intentions. In this way, the study enables managers to determine whether or not an apology or apologia will be sufficient to solicit consumer forgiveness, using information about the levels of awareness of CSR among consumers.     

北京老字号品牌消费心理与消费行为研究

面对经济的快速发展,曾经在中华大地上风光无限的一些＂中华老字号＂品牌逐步走向衰弱。老字号品牌日渐式微究竟是出自内因还是出自外因呢？本项目组为了了解老字号品牌的生存现状,替老字号把脉并探寻重振之路,以老字号集中度较高的北京＂中华老字号＂作为研究对象,针对消费者进行了问卷调查。从认知、消费、偏好、品牌传播等方面出发,试图发掘出针对新时代消费者的老字号品牌重振方略。     

Market Positioning of Differentiated Products

A brand is a mean of product differentiation and a kind of a sign by which we can distinguish one commodity from another. Consumers' utility, as well as commodity prices are affected by brands. Therefore, the market positioning of branded products is important for firms, too, since it affects profits. This paper presents a theoretical framework that incorporates aspects of brand in microeconomic analysis and the tools for an effective market positioning of differentiated products. A case study illustrates the workings of the methodology; the application evaluates the quality of major tyres producers and undertakes their market positioning.     

德国发展会展业的经验启示

德国会展业是一个渗透着深厚文化气息的现代经济产业。本文通过对德国会展业独特的管理模式与运作特点的分析,总结了德国会展业发展的成功经验,并结合近年我国会展业发展存在的问题,提出了几点建议。     

Retail atmospherics: The impact of a brand dictated theme

Although retail atmospherics has been an active area of study, a glance around a typical mall indicates many retailers still do not actively differentiate their retail environment from competitors. This is likely due to retailers considering the atmospheric elements (lighting, music, etc.) individually and making decisions regarding the elements based on what is “standard” for their customers, merchandise, and format. This approach leads to very little differentiation and fails to consider that today’s consumer is often expecting a more multi-sensory, interactive, and holistic shopping experience. This paper considers an alternative approach, where a brand dictated “theme” is used to guide the manipulation of the atmospheric elements. This allows retail brands to break free from standard design to create a more interactive, immersive, and authentic environment. Outcomes include increases in shopping enjoyment, positive brand attitudes, and brand loyalty. T-tests are utilized to compare the two approaches within both the apparel (Study 1) and restaurant (Study 2) industries.     

The effects of fishery harbor-based brands on the brand equity of shore fish: An empirical study of branded mackerel in Japan

In Japan, some fishery cooperative associations use their fishery harbor names as a brand to differentiate their own shore fish. Most notable is the branding of mackerel. In this paper, we analyze the effects of branding using a discrete/continuous model. The results are as follows. First, there is first-mover advantage in the branding of mackerel. For instance, unlike other brands of mackerel, Seki-saba as the pioneering brand can increase its brand equity. Second, other brands have opposing effects that increase and decrease the brand equity of the pioneering brand. We find the former is strongest in the early stages of fishery branding when there are few competing brands of mackerel, while the latter becomes stronger in later stages when many other brands emerge.     

Structural effects of cognitive and affective reponses to web advertisements,website and brand attitudes,and purchase intentions: The case of casual-dining restaurants

This study investigates the structural relationships among responses to website advertisements, website attitudes, brand attitudes, and purchase intentions in the case of web advertisements for casual-dining restaurants. Responses toward advertising (Rad) factors were categorized as cognitive responses and affective responses. The SEM model in LISREL was used to examine the interrelationships among the proposed hypothesized constructs. Several empirical results were obtained. First, Rad had a positive effect on website attitudes. Second, website attitudes had a positive effect on brand attitudes. Third, brand attitudes had a positive effect on purchase intentions. Finally, some discussion and implications of the study are provided.     

The influence of service brand orientation on hotel employees’ attitude and behaviors in China

As foreign hotel brands continue to roll out their investment in China, the competitive landscape intensifies. Central to the success of these hotel brands is their ability to offer the unique features of their service offering, as reflected in the brand, in which employees play a key role. However, in the Chinese market, where the introduction of foreign hotel brands is in its initial stages, employee brand knowledge may be limited resulting in service behaviors that are inconsistent with the brand. Therefore, the adoption of a service brand orientation to guide employee attitudes and behavior is considered to be necessary. In an effort to realize productive service employees, this study examines the consequences of adopting a service brand orientation. Results suggest that a service brand orientation is imperative for positive employee brand-oriented behaviors as well as customer-oriented behaviors that are a consequence of an employee customer orientation.     

Measuring the Effects of Event Sponsorship: Theoretical Frameworks and Image Transfer Models

The use of event sponsorship or other types of sponsorship as a means to establish, enhance, or change brand image is a fairly common practice for a variety of organizations. This objective has been identified as one of the two most common goals for organizations to engage in sponsorship programs. The rationale behind the popularity of sponsorship as a marketing tool to achieve image goals is the general assumption that, by linking a brand to an event, the image of the event can be transferred to the image of the sponsor.

Despite the increasing sophistication of event sponsorship and rising academic interest in understanding sponsorship practice, there is still a lack of in-depth understanding of how sponsorship processes work, in particular in what concerns its brand outcomes. The article addresses this issue by documenting, examining, and critically assessing the existing literature. The main explanations of brand image transfer, including theoretical frameworks and models, are presented; empirical research, divided into effectiveness of brand image transfer and the factors affecting such process, is analyzed; and two main issues found in the more recent articles—direction of brand image transfer and multiple sponsorships—are discussed. Finally, existing gaps are identified and research propositions are presented to guide future research.