“Make me feel special”: Are hierarchical loyalty programs a panacea for all brands? The role of brand concept

Despite extant literature, the most effective structure of loyalty programs is still heavily questioned among researchers. Building on the congruence principle, we examine the moderating role of brand concept. Our findings reveal that for symbolic brand concepts, customers perceive hierarchical loyalty program structures (which classify customers into tiers according to spending levels or other purchase activities) to be more congruent; this perception increases firm loyalty intentions. However, for functional brand concepts, customers perceive hierarchical and linear loyalty programs structures as equally congruent. Also for symbolic brand concepts, program structure appears as the most important feature in ensuring perceived congruence between a program and a brand, ahead of program benefits. These findings have important theoretical and managerial implications.     

Symbolic regression for better specification

This note introduces the concept of symbolic regression (SR) to tourism and hospitality research. SR uses genetic programming to find the model that best fits the data without a need to pre-specify a functional form or to impose a certain model as a starting point. In other words, SR helps to uncover the intrinsic characteristics of the data at hand. Our view is that SR can serve as an improved method of testing for misspecification. In this note, we propose to derive the true functional form of the residual using SR. We then use this information to improve the forecasts of the linear regression model and, to perform hypothesis tests if needed.     

Trust relations in management of change

Trust is essential for the success of change, but transformational change challenges trust. This paper analyses how trust dynamics develop over time in two Danish manufacturing firms affected by major change programmes. The results show that change creates uncertainty among employees, thereby provoking intense scrutiny of management intentions and a tendency to make interpretations that exaggerate management intentions—with the end result of reduced trust. Management then react similarly with negative interpretations of employee reactions, creating a vicious cycle of reduced trust. The paper proposes a model for how change and trust interact and suggests a managerial strategy for trust repair: Strong management actions that symbolise integrity, competence and benevolence may counteract reduced trust, but if low trust turns into distrust, the result may be a deadlock that both parties find difficult to break.     

Intra and inter-country comparative effects of symbolic motivations on luxury purchase intentions in emerging markets

Emerging markets, and especially lower-tier cities within these markets, are seen as the future growth engines for luxury brands. However, extant literature on the drivers of luxury consumption has predominantly focused on Tier-1 cities. Grounded in the theory of network effects, this study offers first such intra and inter-country comparison of the symbolic motivations (i.e. snob, bandwagon and Veblen motivations) underpinning luxury purchases between and within Tier-1 and lower-tier cities in two prominent emerging markets, China and India. The findings offer first account of similarities and differences in consumer motivations that drive luxury consumption within and between these markets. While most luxury brands have ubiquitous strategies for emerging markets, the results will assist managers in developing distinctive brand strategies catering to the intra and inter-country differences.     

Economic forecasting with evolved confidence indicators

We present a machine-learning method for sentiment indicators construction that allows an automated variable selection procedure. By means of genetic programming, we generate country-specific business and consumer confidence indicators for thirteen European economies. The algorithm finds non-linear combinations of qualitative survey expectations that yield estimates of the expected rate of economic growth. Firms’ production expectations and consumers’ expectations to spend on home improvements are the most frequently selected variables – both lagged and contemporaneous. To assess the performance of the proposed approach, we have designed an out-of-sample iterative predictive experiment. We found that forecasts generated with the evolved indicators outperform those obtained with time series models. These results show the potential of the methodology as a predictive tool. Furthermore, the proposed indicators are easy to implement and help to monitor the evolution of the economy, both from demand and supply sides.     

Soil conservation in Swiss agriculture—Approaching abstract and symbolic meanings in farmers’ life-worlds

This paper explores the significance of ‘life-worlds’ for better understanding why farmers adopt or reject soil conservation measures and for identifying basic dimensions to be covered by social learning processes in Swiss agricultural soil protection. The study showed that farmers interpret soil erosion and soil conservation measures against the background of their entire life-world. By doing so, farmers consider abstract and symbolic meanings of soil conservation. This is, soil conservation measures have to be feasible and practical in the everyday farming routine, however, they also have to correspond with their aesthetic perception, their value system and their personal and professional identities. Consequently, by switching to soil conservation measures such as no-tillage farmers have to adapt not only the routines of their daily farming life, but also their perception of the aesthetics of cultivated land, underlying values and images of themselves. Major differences between farmers who adopt and farmers who reject no-tillage were found to depend on the degree of coherence they could create between the abstract and symbolic meanings of the soil conservation measure. From this perspective, implementation of soil protection measures faces the challenge of facilitating interactions between farmers, experts and scientists at a ‘deeper’ level, with an awareness of all significant dimensions that characterise the life-world. The paper argues that a certain level of shared symbolic meaning is essential to achieving mutual understanding in social learning processes.     

Assessment of the effect of the financial crisis on agents’ expectations through symbolic regression

Agents’ perceptions on the state of the economy can be affected during economic crises. Tendency surveys are the main source of agents’ expectations. The main objective of this study is to assess the impact of the 2008 financial crisis on agents’ expectations. With this aim, we evaluate the capacity of survey-based expectations to anticipate economic growth in the United States, Japan, Germany and the United Kingdom. We propose a symbolic regression (SR) via genetic programming approach to derive mathematical functional forms that link survey-based expectations to GDP growth. By combining the main SR-generated indicators, we generate estimates of the evolution of GDP. Finally, we analyse the effect of the crisis on the formation of expectations, and we find an improvement in the capacity of agents’ expectations to anticipate economic growth after the crisis in all countries except Germany.     

Aesthetic Products and Aesthetic Consumption: A Review

This article presents a review of recent thinking about consumers’ aesthetic experiences. These experiences are examined within the context of philosophical, psychological, and social science perspectives on aesthetics. A distinction is made between aesthetic products and aesthetic consumption, and these two concepts are discussed in terms of marketing views of their core elements. The review also reflects on the impact of “postmodernism” on aesthetics within marketing. Consideration is given to four philosophical conundrums relating to the aesthetic experience which are relevant to marketing theory: disinterested attention; objective and subjective taste; the nature of the aesthetic encounter; and the relationship of evaluation to preference.     

Symbolic violence and marketing ECRs in the neoliberal University

ABSTRACT

This paper uses symbolic violence as one way of interpreting the lived experiences of early career researchers (ECRs) in the neoliberal University. We focus on marketing ECRs as business schools epitomise the highly market-mediated, performative, and managerialist ideology of the contemporary neoliberal University which facilitates symbolic violence. Specifically, marketing education, with its orientation towards market logic, has been identified as aligning with the neoliberal paradigm. We draw on qualitative narrative interviews with 16 United Kingdom and Australian ECRs in marketing to demonstrate how symbolic violence is produced and reproduced through institutions, ideology, language and discourse, and social relations. We find that while ECRs are not entirely subjugated by symbolic violence in the neoliberal University – with some participants displaying critically reflexive awareness and resistance, we also find that they can be complicit and serve to reproduce the system through seeking to learn and play the game of academia, rather than change it. We argue that symbolic violence offers a framework to help conceptualise the neoliberal University. Further, we submit that instrumental advice to marketing ECRs on how to navigate a life in academia is not enough and that critical reflexivity, resistance, and social action to oppose symbolic violence and the ideology of the neoliberal University is required to achieve emancipation.