bluuebunny/crossref_metadata_2025 huggingface dataset:
Measuring the effectiveness of marketing information systems
Authors: Gounaris Spiros P. , Panigyrakis George G. , Chatzipanagiotou Kalliopi C.
Published: September 2007

Purpose

To design and empirically validate an instrument for measuring the effectiveness of a marketing intelligence system (MkIS).

Design/methodology/approach

A thorough review of the literature of IS in general and MkIS in particular was the foundation for a new conceptualisation of MkIS effectiveness, which was developed into a measuring instrument for experimental application to data collected by a pre‐tested postal questionnaire from 254 five‐star hotels in Greece.

Findings

Exploratory and confirmatory factor analysis show that the proposed measuring instrument meets acceptable criteria of reliability and validity. The effectiveness of MkIS is found to comprise both internal and external components, related on the one hand to the extent to which the user organization improves functional effectiveness and corporate climate and on the other to its adaptability to market conditions and its customer responsiveness. The instrument is capable of integrating these into a holistic measure.

Research limitations/implications

The single‐industry, single‐country sample limits the scope for generalization. Future research should address this through replication in different contexts.

Practical implications

A validated measure of the effectiveness of MkIS has important implications for both users and providers. Conceptually, it permits improved understanding of the components of effectiveness. Pragmatically, it provides an assessment of the effectiveness of existing or new systems.

Originality/value

Until now, there has been no empirically validated instrument integrating the several dimensions of MkIS effectiveness.
Market segmentation using geographic information systems (GIS)
Authors: Musyoka S.M. , Mutyauvyu S.M. , Kiema J.B.K. , Karanja F.N. , Siriba D.N.
Published: September 2007

Purpose

To show how the analytical and visualization capabilities of geographic information systems (GIS) can enhance the communication, understanding and utility of data and information to be used in marketing planning, as compared with their conventional presentation as text and tables.

Design/methodology/approach

A digital map of the study area was generated and a set of market zones. A multiple regression model for predicting sale of the product under study was then developed, taking into account sales figures from specific distribution outlets and the demographic and socio‐economic characteristics of the population served by the distribution outlets in the identified market zones. Optimum routes and times between the manufacturing plant and the distribution outlets were derived.

Findings

Combining geospatial methods with conventional marketing techniques enables users to visualize the spatial distribution of data in maps, complemented by various statistical graphs and diagrams. This form of presentation yields better insights into the nature of the distribution process and better understanding of the diverse markets served.

Research limitations/implications

This is a single case study of the solution to a logistical question in one district of one city in an African country. The findings must therefore be applied to other contexts with due caution.

Practical implications

The study nevertheless vividly demonstrates the important role that GIS can play in sales and marketing planning.

Originality/value

An application of planning technology normally encountered in applications beyond the marketing discipline, readily transferable with care to more familiar situations and settings.
Cross‐cultural advertising research: where we have been and where we need to go
Authors: Okazaki Shintaro , Mueller Barbara
Published: September 2007

Purpose

The purpose of this paper is to examine recent patterns and developments in the literature on cross‐cultural advertising research.

Design/methodology/approach

Citation analysis was performed for cross‐cultural advertising articles published in major marketing and business journals from 1995 to 2006.

Findings

Cultural values were the most studied topic area in cross‐cultural advertising research. Content analysis was the most widely employed methodology, followed by surveys. North America and the original European Union (EU) member states were the most frequently investigated, whereas there appears to exist a paucity of research in newer EU countries, and in Latin American, Middle Eastern, and African markets.

Originality/value

Based on findings from the citation analysis, the authors outline future directions for the advancement of cross‐cultural advertising research in theoretical foundations, methodological issues, and countries to be explored.
Cultural values and effective executional techniques in advertising
Authors: Fam Kim‐Shyan , Grohs Reinhard
Published: September 2007

Purpose

The purpose of this study is to examine likeable executional techniques in advertising across five Asian countries and their impact on purchase intentions.

Design/methodology/approach

A total of 1,000 urban young adults in five Asian countries (HK, China, Indonesia, Thailand and India) were telephone interviewed on their thoughts about the TV advertisement/s that they liked, product that was being advertised and purchase intention. Their responses were summarised into seven likeable executional techniques and product categories.

Findings

There is not a specific likeable executional technique that influences a purchase in four of the five countries. India is the only country where significant but weak overall model fit observed. These results demonstrate that, while there are differences among the countries, people in the same cohort broadly share the same values. For product categories, our findings demonstrate that product nature may moderate cultural influence on advertising effectiveness.

Practical implications

International advertisers who are vying for a share of the largely‐untapped Asian market can benefit by understanding the target country's cultural values and using it as a guideline for creating effective executional techniques in advertising.

Originality/value

This study extends the existing knowledge which demonstrates that, in Asia, persuasive executional techniques differ depending on the product category.
Personal uses and perceived social and economic effects of advertising in Bulgaria and Romania
Authors: Petrovici Dan , Marinova Svetla , Marinov Marin , Lee Nick
Published: September 2007

Purpose

The objective of this paper is to uncover the underlying dimensions of, and examine the similarities and differences in, personal uses of advertising, perceived socio‐economic effects of advertising, and consumer beliefs and attitudes toward advertising in Bulgaria and Romania. Moreover, it aims to identify the relative importance of the predictors of attitudes toward advertising in the two countries.

Design/methodology/approach

The paper draws upon findings of previous research and theoretical developments by Bauer and Greyser, Sandage and Leckenby, and Pollay and Mittal. The study uses a stratified random sample of 947 face‐to‐face interviews with adult respondents from major urban areas in Bulgaria (507) and Romania (440). Variables are measured on multi‐item scales as a typical application of the reflective indicator model.

Findings

Results show that there are significant differences between Romanian and Bulgarian respondents in terms of their attitudes toward advertising. Romanians are more positive about advertising as an institution than the instruments of advertising. Romanians seem to accept the role of advertising in a free market economy, but have less confidence in advertising claims and techniques. Bulgarian respondents seem more sceptical toward advertising in general and are less enthusiastic about embracing the role of advertising as an institution. Moreover, Bulgarians are highly negative towards the instruments advertising uses to convey its messages to consumers.

Research limitations/implications

The research findings reflect the views of urban dwellers and may not be generalisable to the wider population of the two countries. Interviewer bias was reduced by eliminating verbal or non‐verbal cues to the respondents, and by the use of stratified random sampling.

Practical implications

The paper suggests that the regulatory role of codes of advertising practice and industry regulating bodies should be enhanced, and their ability to protect consumers enforced. Marketing campaigns should be more inclusive to involve diverse social groups and reflect generally‐accepted social norms.

Originality/value

This study reveals that, while general attitudes toward advertising may be similar, attitudes toward the institution and instruments of advertising may differ even in countries with geographic proximity and low cultural distance.
Multinational corporations and the challenge of global advertising
Authors: Kanso Ali M. , Nelson Richard Alan
Published: September 2007

Purpose

Despite the increasing volume of scholarly work in international advertising, media selection has received very little attention. This study seeks to address three fundamental issues in media selection for non‐domestic markets: the relative importance of cultural factors, the relationships between organization structure, and the relative weight that executives place on cultural and non‐cultural factors in their media selection, and the relationships between cultural orientations of advertising executives and their perceptions of specific non‐domestic factors of media selection.

Design/methodology/approach

A mail survey of executives for US consumer durable manufacturers operating internationally was conducted. The sample involved managers responsible for media selection in 106 firms listed in the Fortune directory of the 500 largest industrial multinational corporations (MNCs). Three waves of the same questionnaire were sent. Of the selected executives, 84 returned the questionnaire, making the response rate 79.25 percent.

Findings

The findings reveal that advertising executives of US MNCs place more importance on general environmental factors (type of product, target market, budget size, cost efficiency, reach and frequency, and competition) than on specific non‐ domestic factors (media availability, language diversity, legal constraints, level of economy, literacy and cultural considerations). Furthermore, managers in centralized decision firms and managers in decentralized decision firms do not differ significantly in their assessment of the relative importance of general and specific non‐domestic factors. However, non‐culturally oriented managers in contrast to their culturally oriented counterparts place greater importance on media availability when determining and executing media‐selection decisions. The surveyed executives also tend to be more involved in establishing objectives and setting budgets than in designing creative strategies and selecting specific media for international advertising campaigns.

Originality/value

Although localized and globalized marketing campaigns have steadily increased in the last 20 years, very few studies have examined MNC advertising managers' views about media selection. The research adds new insights to the understanding of this critical‐decision process.
International advertising strategy: the standardisation question in manager studies
Authors: Fastoso Fernando , Whitelock Jeryl
Published: September 2007

Purpose

This paper's objectives are firstly to systematically analyse patterns of research in international advertising standardisation (IAS) conducted among managers and secondly to suggest fruitful paths for future research in this area.

Design/methodology/approach

Content analysis of academic papers published in major marketing, advertising and international business journals.

Findings

Results show that overall future research would benefit from a unified definition of and measurement procedures for advertising standardisation as only these can ensure the advancement of knowledge in the field. Additionally, more research is needed in order to further explore process issues in advertising standardisation, especially a newly proposed perspective related to the implementation process of the standardisation decision. Finally, an interesting avenue for future research relates to the study of the subjectivity involved in the standardisation decision.

Research limitations/implications

As with all literature reviews, this paper is limited to analysing works in a selection of the top academic journals in the field. However, a careful choice of the most important journals has been made, providing a good reflection of knowledge in the area.

Originality/value

This paper appears to be the first literature review focusing on manager studies in the field of IAS.
Consumers' response to offensive advertising: a cross cultural study
Authors: Chan Kara , Li Lyann , Diehl Sandra , Terlutter Ralf
Published: September 2007

Purpose

The purpose of this paper is to examine how Chinese and German consumers react to print advertisements that are potentially offensive.

Design/methodology/approach

Using culture theories about information context, individualism and feminine consciousness, the paper hypothesizes that Chinese consumers will be less accepting of the advertisements than German consumers. It also compares the dimensions of consumer perceptions for both countries and how consumer perceptions are related with intentions to reject the products and the brands because of the ads. A survey of 563 respondents aged 17‐58 from urban China (Shanghai) and Germany was conducted in October 2005 and June 2006. A questionnaire with six print advertisements containing sexism and other themes was constructed. Data were collected through five universities.

Findings

Findings on perceptions of the offensive advertisements among Chinese and German respondents were mixed. Overall, as expected, Chinese respondents were less accepting of offensive advertising, as they liked the advertisements less than German respondents. However, they were also more likely than German respondents to find the advertisements convincing and informative. Results showed that Chinese respondents and German respondents had different dimensions of advertising perceptions. The two print advertisements that received the most negative perceptions both contained sexually oriented body images. The study also found that advertising perceptions had a significant impact on consumers' intentions to reject the products and the brands.

Research limitations/implications

The city surveyed in China is highly advanced in terms of economical and advertising development when compared with all other Chinese cities. Consumer responses were derived from a student sample. Only the “manner” of offensive advertising was studied, and the “matter” as well as “media” were not covered.

Practical implications

Useful advice for marketers and advertisers to understand how far they can stretch the line for controversial advertisements and to assess the possible risk involved.

Originality/value

This paper offers insight to design communication and message strategies for consumers of very different cultural backgrounds.
The career capital of managers with global careers
Authors: Suutari Vesa , Mäkelä Kristiina
Published: September 2007

Purpose

The purpose of this paper is to address the research question of “How does a global career involving multiple international relocations influence the career capital of an individual manager?”, and to examine the typical career‐capital‐related characteristics, drivers and outcomes associated with global careers. The importance of understanding the careers of global leaders, whose work paths typically include various international positions and assignments, has increased due to the globalization of business. A particularly relevant approach for studying such careers is through a framework of career capital, which adopts an individualistic perspective to explain how actors consciously acquire portable capabilities, construct networks and identify their own motivations, applying them in their specific work contexts.

Design/methodology/approach

The study adopts a qualitative design based on interviews with 20 managers on a global career path involving multiple international assignments.

Findings

The results indicate that international work experience has an extensive developmental effect on the career capital of managers. First, the interviewees reported that their global careers had strongly increased their knowing‐why career capital, referring to meaning and self‐awareness. With regard to knowing‐how career capital, their multiple international experiences had considerably enhanced several work‐related competencies. The key drivers behind this development included the broad range of responsibilities, the nature of the international environment, a high level of autonomy, and cross‐cultural differences. Finally, in terms of knowing‐whom capital, the results of the study indicate that the contact network managers acquire during their international assignments was of very high importance for their future careers. As a further outcome of their global careers, the managers were found to have a very strong career identity.

Originality/value

This paper provides a novel perspective on a topic that is of increasingly critical importance in today's global business.
Individuals' inducements and the role of personality: implications for psychological contracts
Authors: Nikolaou Ioannis , Tomprou Maria , Vakola Maria
Published: September 2007

Purpose

The purpose of this paper is to explore and identify relationships between psychological contract inducements and the five‐factor model of personality (FFM) in Greece.

Design/methodology/approach

A survey questionnaire that incorporated measures of intrinsic and extrinsic psychological contract inducements and a Greek personality measure of the FFM was completed by 299 respondents. Hierarchical regression analyses were used to explore the hypotheses.

Findings

The paper finds that extroversion and conscientiousness are associated with intrinsic but not extrinsic psychological contract inducements and that neuroticism is associated with extrinsic but not intrinsic inducements. The hypothesis pertaining to openness to experience was rejected, because it was not associated with intrinsic psychological contract inducements, as expected.

Research limitations/implications

The study design was cross‐sectional and used only self‐report measures. Therefore, it should be cross‐validated with different research designs (e.g. longitudinal research) and in other countries.

Practical implications

The findings provide further support on the significance of personality measures for the selection, development and motivation of employees.

Originality/value

The most significant contribution of the study is that it explores the relationship between personality and psychological contract inducements rather than psychological contract types. Another contributing factor is that the study is carried out in Greece.
Development of a personality biodata measure to predict ethical decision making
Authors: Manley Gregory G. , Benavidez Juan , Dunn Kristen
Published: September 2007

Purpose

The purpose of this paper is to develop and test a measure designed to assess constructs that predict ethical decision making (EDM) among employees.

Design/methodology/approach

The approach was to target individual difference variables that are theoretically linked to EDM. This was done by generating biodata items/scales of the constructs of interest.

Findings

Two biodata scales were developed to measure locus of control and conscientiousness. Both of these scales had significant criterion‐related validities with EDM (rs=0.42 and 0.40, respectively) and predicted significant and unique variance of EDM beyond the variance predicted by trait‐based measures of the same constructs. Biodata scales exhibited little or no subgroup differences (less potential adverse impact). Research limitations/implications – Participants were working various jobs and a variety of settings, so results generalize to this eclectic population more so than one particular industry. Further research should attempt to examine effects in a specific applied setting.

Practical implications

This study outlines a method of item and scale development that produces homogonous scales that predict EDM and that can be tailored for specific organizational use.

Originality/value

The paper provides a theoretical rationale for why biodata methodology is superior to trait‐based measures and practical value for the use of biodata in measuring individual difference constructs.
Emotional intelligence and board governance: leadership lessons from the public sector
Authors: Hopkins Margaret M. , O'Neil Deborah A. , Williams Helen W.
Published: September 2007

Purpose

The purpose of this paper is to examine the relationship between emotional intelligence and effective board governance.

Design/methodology/approach

This study applied a model of emotional intelligence competencies to the practice domains of school boards. A board self‐assessment questionnaire measured board practice domains for the presence or absence of 18 emotional intelligence competencies defined in an emotional competence inventory. Inter‐rater reliabilities were established and confirmed. Current and former school board members in two urban areas rank‐ordered the most critical emotional intelligence competencies for effective board governance and offered explanations for their most highly‐rated competencies.

Findings

Emotional intelligence is a critical factor for effective school boards. A set of six core competencies are universal across the six board practice domains: transparency; achievement; initiative; organizational awareness; conflict management; and teamwork and collaboration. Each board practice domain is also characterized by one or two key emotional intelligence competencies.

Research limitations/implications

First, one model of school board leadership was used. Future studies should examine additional models of effective board practice for their relationships with emotional intelligence in order to extend the generalizability of these results. Second, there has been some debate regarding the substantive nature of the emotional intelligence construct.

Practical implications

The six practice domains in the school board effectiveness model are fundamental elements for all boards to develop in order to become more effective governing bodies.

Originality/value

This paper identifies a novel application of emotional intelligence leadership competencies to the work of effective governance boards.
The role of race and social class in compensation decisions
Authors: Weeks Kelly , Weeks Matthew , Frost Lauren
Published: September 2007

Purpose

The purpose of this paper is to examine the influence of race and social class on wage differentials between Black and White employees.

Design/methodology/approach

A survey with four possible conditions (white/black target who was lower/middle class) was used in the study to examine the interaction between race and social class on compensation decisions.

Findings

The paper finds that there was a significant interaction between race and social class when predicting the percentage of pay increase given to employees. Specifically, there was a significant negative correlation between perceptions of social class and percentage of increase when the target was Black, but there was no such correlation when the target was White.

Research limitations/implications

The sample was 95.6 percent White and did not consist of managerial employees in actual compensation decisions; however, it shows evidence that people are affected by their perceptions of social class and race when making such decisions.

Practical implications

Policy makers should not forget that perceived social class might interact with race to influence discriminatory decisions in workplaces. This research suggests that Black employees who are perceived to be middle class are discriminated against more than those who are perceived to be lower class. Businesses need to be aware of unintentional biases that may be plaguing their managers and train them to avoid such biases.

Originality/value

This paper contributes new insight into the literature on the wage gap between Black and White employees by showing the interaction between race and perceived social class when predicting pay increases.
Public libraries in the Norwegian reference market
Authors: Høivik Tord
Published: September 2007

Purpose

In this paper, reference is treated as a market and the purpose is to argue that libraries need to refine their business strategies if they want to prosper in the digital environment.

Design/methodology/approach

The paper compares Norway's national virtual reference service (Biblioteksvar) with its commercial and non‐commercial competitors – and explores possible development strategies for the near future.

Findings

Most virtual reference services in the library sector are modelled on the traditional face‐to‐face encounter between user and librarian that prevails in the physical library. As traffic grows, this creates a conflict between the wish to market the service, on the one hand, and the capacity to deliver high‐value answers, on the other.

Practical implications

The current organization of digital reference work is unable to cope with large increases in demand. To create scaleable services, libraries need to differentiate between user groups and to ease the burden on staff‐intensive person‐to‐person services by adding well‐designed self‐service resources.

Originality/value

The main value of the paper, the author believes, lies in its systematic treatment of reference as a competitive market.
Perceptions of the web as a search tool amongst researchers in biological sciences
Authors: Mansourian Yazdan , Madden Andrew D.
Published: September 2007

Purpose

The purpose of this paper is to report selective findings from a wider study of web‐based information‐seeking behaviour amongst biologists. It aims to describe: aspects of the participants' interactions with web‐based search tools; their feelings associated with these interactions, and the different types of searches that they carry out on the web.

Design/methodology/approach

Data were collected by semi‐structured interviews, and were analysed using a grounded theory approach. A qualitative approach was adopted in order to allow deep exploration of the information‐seeking processes adopted by the target group.

Findings

Participants in this study typically categorized their web searches as either work‐related or everyday life searches. They felt more confident carrying out work‐related searches and their search strategies in this category of search were more effective: generally, their work‐related searches were well‐defined and specific. Their everyday life searches covered a wider range of topics, and were occasionally very challenging. Participants carrying out everyday life searches cited as common problems, the selection of apposite search terms, and uncertainty in selecting the most suitable database.

Research limitations/implications

The findings are based on a small sample of academic web users, and it will be useful to carry out follow‐up research using larger samples from biology or other areas of science. Despite this limitation, the findings clearly show the value of allowing users to customise web search facilities. They will also be of value to information literacy instructors developing information skills courses.

Originality/value

Biologists' information‐seeking behaviour on the web has not been investigated before and the paper contributes to the current body of knowledge about information‐seeking behaviour by providing empirical findings relating to the behaviour of this particular group of web users.
The library as place
Authors: Waxman Lisa , Clemons Stephanie , Banning Jim , McKelfresh David
Published: September 2007

Purpose

To provide insight and practical perspectives into the needs of university students regarding places to gather, develop community, and find restoration on the college campus. This information can be used by libraries as they seek to encourage library use by students.

Design/methodology/approach

About 44 students were sent into the field to document the location and physical characteristics of the “third place.” The questionnaire and field notes recorded by the students addressed the central questions of what spaces constituted their third places, the location of those spaces, the activities in which they participated while there, the factors that contributed to their selection of those places, and the important design features of those third places. In addition, the research team observed students in library settings and interviewed library administrators.

Findings

About 80 percent of students indicated that their favorite third place was off campus. These places were overwhelmingly coffee shops and restaurants. The major functions served by their third places included socialization and relaxation.

Practical implications

These findings provide insight into the way students now study, research, and communicate. Libraries can use this information as they design spaces that encourage students to come to the library to study, as well as socialize, converse, find restoration, and simply “hang out.”

Originality/value

The paper brings together practical information from an interdisciplinary team that can aid libraries interested in renovating spaces to accommodate students of the twenty‐first century.
Improving visibility of public libraries in the local community
Authors: Vrana Radovan , Barbaric Ana
Published: September 2007

Purpose

The purpose of this paper is to establish whether or not promotional efforts can help public libraries to become more visible and their services more recognizable in the local community. At present, libraries employ different promotional efforts for their products and services, usually less aggressive than commercial information providers. Their final goal is to reclaim the role of the primary provider of quality information resources and accompanying services from electronic media.

Design/methodology/approach

The first part of the paper offers an introduction followed by information about the actual promotional activities in public libraries. The third part of the paper was based on a user survey in five major public libraries in Zagreb, Croatia.

Findings

The predominant way of acquiring information about public libraries and their activities is by word of mouth while other means of communication, such as TV, radio and the internet, are used less. The results suggest the need for better use of other, so far inadequately used, communication channels.

Research limitations/implications

The research is limited to five public libraries in Zagreb, Croatia, acting as centres in their respective library networks.

Practical implications

Findings will help librarians in planning new promotional campaigns in Zagreb public libraries.

Originality/value

The paper contributes to the growing body of knowledge about user perception of public libraries in the local community.
A digitization and multimedia project at Quinnipiac University, Hamden, Connecticut, USA
Authors: Ballard Terry , Donnald Edward
Published: September 2007

Purpose

The purpose of this paper is to encourage other libraries to provide access to their own original content via the web. By way of case study, the process of identifying materials, scanning them and creating web access to original content will be explored.

Design/methodology/approach

To implement a book digitization project, three major things need to be present. The library must own material that was published prior to 1923, making them safely out of copyright in the USA; the library needs access to server space on the web and the library needs to own scanning equipment.

Findings

This project demonstrated that a library does not necessarily need to obtain grant funding to begin an effective and successful digitization program. It also revealed a few things that would improve the process and enhance the return on investment.

Originality/value

A library meeting, the criteria will be able to enjoy the considerable benefits of a digitization project which include favourable attention from researchers when access to original content is provided, and a greater selection of source materials for their institutional community.
Diversity and intercultural issues in library and information science (LIS) education
Authors: Abdullahi Ismail
Published: September 2007

Purpose

The purpose of this paper is to suggest to move successfully beyond the fragmented and cursory treatment of diversity that prevails in library and information science (LIS) education should articulate a vision of teaching and learning within the diverse society we have become. That vision must then be used to guide systematically, the inclusion of intercultural issues throughout the LIS education. Presents four salient characteristics that define the culturally responsive LIS educator. Recommends that LIS educators examine critically the curriculum and revise it as needed to make issues of diversity central rather than peripheral.

Design/methodology/approach

Using four salient characteristics, the paper discusses the approach LIS educators should use in order to create the interconnectedness of the themes that are made up of knowledge, skills, and disposition. Using this framework as theoretical bases an analysis is then presented for changing nature of LIS education.

Findings

It was found that to prepare future library professionals for a multicultural society, educators in LIS schools must first articulate a vision of teaching and learning in a diverse society. The four salient characteristics identified will serve as the framework for infusing cultural diversity issues in LIS education.

Originality/value

The paper presents, how LIS educators could promote a more equitable and just society through inclusion of diversity issues in the education of future library professionals.
Supervisor's attitude and employee's performance
Authors: Topper Elisa F.
Published: September 2007

Purpose

The employee‐supervisor's relationship is crucial to a library's success. The purpose of this paper is to explore how supervisors interpret staff traits and behaviours including the “setting up‐to‐fail syndrome.”

Design/methodology/approach

The approach is a literature review of the set‐up‐to‐fail syndrome.

Findings

Supervisors are not aware that their first impressions of an employee is formed within the first few days of employment. Labeling the employee may be setting the employee up for failure from the start. Supervisors should be aware of this syndrome.

Originality/value

The paper makes library supervisors aware of the set‐up‐to‐fail syndrome and how to alleviate this syndrome in their workplace.
BOBCATSSS 2007
Authors: Matthias Eiriksson Jonas , Manuel Retsloff Jose , Ulletved Jørgensen Marie
Published: September 2007

Purpose

To provide a flavour of the content of the BOBCATSSS Symposium, held in Prague, Czech Republic in January 2007.

Design/methodology/approach

An outline description of the issues, content and participants of this conference.

Findings

This conference covered marketing of information services in terms of marketing the profession, marketing strategies, marketing tools, branding, customer satisfaction, networking, the electronic environment, competitive intelligence, and marketing and LIS education.

Originality/value

A brief conference report of value to library and information professionals regarding marketing of information services.
Mistaking demographic segments for people: another source of customer abuse
Authors: Rotfeld Herbert Jack
Published: September 2007

Purpose

The article's purpose is to note the misuse of the planning tool of segmentation for a priori improper judgments of individual customers when sales staff in stores treat men and women who walk in the door based on their demographic group membership instead of as people.

Design/methodology/approach

The article notes that segments are merely statements of what is “more likely” from certain types of group members, and that dealing with individuals requires a different mind set.

Findings

The pragmatic business need is to understand how to attract and retain customers of all types, not just those that might fit a profile. What might be attractive to many young people could at the same time discourage older customers, or even “different” young people. Certain types of potential customers might appear out of place in a particular store, but that does not translate into them being undesirable parts of store traffic.

Originality/value

This article notes an important observation that many store clerks, restaurant servers, or store specialists in atmospherics might ignore, forget or maybe were never told: all people of any type could be high‐spending customers, regardless of the demographic group that is the business' primary target market. At best, people who quickly walk out the door are lost sales. At worst, they could make complaints of racial discrimination.
The effect of framing on willingness to buy private brands
Authors: Gamliel Eyal , Herstein Ram
Published: September 2007

Purpose

This research seeks to demonstrate the effect of framing on consumers' willingness to buy private brands.

Design/methodology/approach

Using an experimental design, 500 participants answered a questionnaire addressed to examine their willingness to buy four private brand products framed either in positive (save) or negative (lose) terms.

Findings

Consumers' willingness to buy private brands was higher when the information was presented in negative (loss) framing relative to presenting the very same information in positive (save) framing.

Research limitations/implications

This research examined the effect of framing on willingness to buy private brands. Future research is needed to examine the effect of framing on actual purchasing behavior and regarding other products retailers wish to promote, other than private brands.

Practical implications

Retailers typically try and promote sales of private brands using messages suggesting that consumers will save money by buying their brand. The results of this study suggest that retailers could improve their marketing of private brands by framing their products negatively in terms of the loss consumers incur when not purchasing private brands.

Originality/value

The paper suggests adopting Levin et al.'s typology that distinguished between various types of framing. The typology explains apparently contradictory results found in the literature. While goal framing more accurately describes the more effective messages discussed in this study, attribute framing would better describe the more effective messages mentioned in other contexts.
Tweens and new media in Denmark and Hong Kong
Authors: Andersen Lars P. , Tufte Birgitte , Rasmussen Jeanette , Chan Kara
Published: September 2007

Purpose

The purpose of this paper is to present a study that compares ownership and usage of new media among young “tween” consumers in Denmark and Hong Kong. Further, it shows the ways of finding new interesting web sites.

Design/methodology/approach

In 2004‐2005 a survey was conducted in Denmark and Hong Kong of 434 fourth, fifth and sixth class students. Questionnaires were distributed in six elementary schools. Hypotheses about new media ownership and usage in the two societies are formulated based on the economic development and individualistic/collective cultural dimensions of the societies.

Findings

Household ownership of new media, ownership of mobile phone and heavy use of the internet were found to be more prevalent among Danish tweens than among Hong Kong tweens. Danish tweens were more likely to use mobile phones and the internet for interpersonal communication and for enjoyment than Hong Kong tweens. Hong Kong tweens used the internet more for educational purposes than Danish tweens. The results seem to support that adoption and consumption of new media are motivated differently in cultures of individualism and collectivism, and consequently that the tween consumer segment is not as globally homogeneous as it is claimed to be.

Research limitations/implications

The study was based on a convenience sample, thus it may be problematic to generalize from the findings.

Practical implications

The study can serve as a guideline for marketing communication targeting tweens. The emphasis on the hedonic use and social function of new media may be suitable for a highly developed, individualistic society. In collective societies, marketers may need to put emphasis on the instrumental values of new media, such as improving academic performance.

Originality/value

This paper offers insights into designing communication strategies for Danish and Hong Kong tweens, particularly when incorporating new media. Findings are compared with existing preconceptions of the tween segment in the marketing literature.
Navigating a hybrid cultural identity: Hispanic teenagers' fashion consumption influences
Authors: Chattalas Michael , Harper Holly
Published: September 2007

Purpose

The purpose of this paper is to report research which explores the effects of a hybrid cultural identity on the fashion clothing behavior of Hispanic – particularly, later aged – teenage girls. The study examines differences in need for uniqueness and family referent influence among Hispanic and non‐Hispanic teenagers. In addition, the relevant impact of acculturation processes is examined.

Design/methodology/approach

A survey of 76 Hispanic and 52 non‐Hispanic later aged teenagers was administered in March 2006 to a sample of girls at a Catholic (all girls) high school in a large, ethnically diverse US metropolitan area (New York) with a high Hispanic population.

Findings

The empirical results show a significantly higher need for uniqueness for Hispanic teenagers. Furthermore, Hispanic teenagers exhibited a lower family influence than non‐Hispanics. Finally, high‐acculturated Hispanics exhibited a relatively lower family referent influence than low‐acculturated Hispanics.

Research limitations/implications

Future cross‐cultural studies should examine the robustness of this finding among various other Hispanic and ethnic (i.e. Chinese‐American) markets in the USA and other nations.

Practical implications

The advanced model and empirical findings hold important managerial implications for marketers that target teenagers. The higher need for uniqueness observed for Hispanic teenage girls could lead to successful advertising appeals to non‐conformity and independence from both family and non‐Hispanic peers.

Originality/value

The higher need for uniqueness exhibited by the Hispanic teenagers is a novel and counter‐intuitive finding that holds important theoretical and practical implications.
Relations among attractiveness of endorsers, match‐up, and purchase intention in sport marketing in China
Authors: Tingchi Liu Matthew , Huang Yu‐Ying , Minghua Jiang
Published: September 2007

Purpose

The purpose of this paper is to investigate the relationships between attractiveness of athlete endorsers, match‐up, and consumers' purchase intention embedded in the China context.

Design/methodology/approach

The authors used a 3×2×2 between‐subject experimental design. Specifically, in this 12‐scenario study depicting a purchase experience they manipulated endorser attractiveness levels (high/middle/low), endorser‐product match‐up (high/low), and product type (to prevent single product bias).

Findings

The results showed that no matter whether the attractiveness is high, middle, or low, the high endorser‐product match‐up could produce higher purchase intention than the low endorser‐product match‐up could. Moreover, the purchase intention generated by the high‐attractive endorser with low match‐up would be higher than that generated by low‐attractive endorser with high match‐up.

Originality/value

This research demonstrates that endorsers' attractiveness, even compared to match‐up factor, and could affect consumers' purchase intention more significantly in China sport market. Practically speaking, the result suggests the companies which are related to sports should try their best to choose a highly attractive athlete endorser with outstanding performance and good morality in order to increase consumers' purchase intention.
Reconceptualising the strategic role of loyalty schemes
Authors: Rowley Jennifer
Published: September 2007

Purpose

The purpose of this paper is to report a case study analysis of the major retail loyalty scheme, Tesco Clubcard, with a view to exploring how loyalty schemes can be used to add brand value.

Design/methodology/approach

The paper provides a literature review that establishes the limitations of the present research on loyalty schemes and thereby establishes the rationale for this article. The methodology section explains the case study approach adopted and the reasons for focussing on the specific case, Tesco Clubcard. A content analysis of a recent book which “tells the story” of the development of Tesco Clubcard is used to surface and explore a number of key characteristics of the scheme and its development.

Findings

Key characteristics of Tesco Clubcard are summarised under the following headings: commitment and championing, being integral to business processes, innovation and evolution, multi‐dimensional reward design, alignment with brand strategy and values, customer contract and value, and customer focus in information systems design and use.

Research limitations/implications

Further research is needed to explore the complexities associated with designing loyalty schemes that work for different organizations with a range of different types of interactions with their customers.

Originality/value

The article suggests that current research on loyalty schemes is too preoccupied with the relationship between loyalty and loyalty schemes and the design of rewards. Through a case study analysis of the reward scheme of a major UK retailer the article demonstrates the way in which loyalty schemes can be used to enhance and tailor an organisation's offering, and thereby enhance customer value and loyalty.
Being known or being one of many: the need for brand management for business‐to‐business (B2B) companies
Authors: Kotler Philip , Pfoertsch Waldemar
Published: September 2007

Purpose

This analysis aims to examine the need of business‐to‐business companies for branding and analyzes the options for success by means of the stock performance.

Design/methodology/approach

The paper consists of a qualitative and quantitative pilot study and a quantitative main survey.

Findings

Long‐term branding strategies, brand performance and firm's business performance are found to be positively correlated with stock increase. Current brand focus and use of guiding principles can lead to improved business performance.

Research limitations/implications

The study has possible location‐ and industry‐specific limitations.

Practical implications

Managerially, the findings encourage firms to adopt a long‐term branding strategy, focusing not only on brand development.

Originality/value

By systematically examining relationships between branding strategy and performance of the global firms, this study adds knowledge to the field of B2B brand research.