bluuebunny/crossref_metadata_2025_split huggingface dataset:
Corporate brand reputation and the adoption of innovations
Authors: Corkindale David , Belder Marcus 
Published: July 2009

PurposeThis paper aims to investigate how the strength of a corporate brand influences the adoption of an innovative service, and the main components of the construct: corporate brand (CB).Design/methodology/approachA real‐world, online, information acceleration experiment was conducted where the marketing mix and competitive environment was held constant for a new service from three different CBs. Respondents indicated their likelihood of buying from each of these and their perceptions of them.FindingsThe study finds that there was a significant relationship between CB strength and respondents' likelihood of adoption of the service. The CB construct was found to comprise two factors: conative and cognitive, where the former was more influential on adoption probability.Research limitations/implicationsA limited set of variables commonly associated with brands was taken to be representative of CB. Further research would be needed to more generalise the findings and more fully examine the CB construct for its components.Practical implicationsA competent marketing mix is not sufficient on its own to gain the adoption of an innovative service: a strong CB is influential. The emotive rather than factual associations with the CB may well be a more influential on adoption decisions.Originality/valueAn indication of the scale of the CB effect on innovation adoption is given. CB is indicated to have two components: emotive and factual. Those managing the potential launch of an innovative service and who may have several corporate brands to choose from to use would be aided by this research.
Perceptual categorization of private labels and national brands
Authors: Nenycz‐Thiel Magda , Romaniuk Jenni 
Published: July 2009

PurposeThis paper seeks to compare how brand users and non‐brand users currently position private labels and national brands in three packaged goods categories. It aims to provide guidelines for positioning strategies for both private labels and national brands through the outcomes.Design/methodology/approachData were collected in a telephone survey of 600 randomly recruited primary shoppers. Binary logistic regression was used to examine the informational cues consumers use to categorize private labels and national brands. The memory structures of users and non‐users of private labels were then separately modelled.FindingsResults suggest that the perceptual categorization into private label brands and national brands differs once private labels have been purchased. Users of private label brands did not see them as being any less trustworthy than national brands. However, non‐users of private labels did use trust to discriminate between the two types of brands, and tended to use negative attribute information to categorize the brands into groups. Regardless of experience, however, private labels form a subgroup in consumers' memory, with low price and low quality as the main drivers of this categorization.Originality/valueThis paper extends past studies by measuring the perceptions of private labels as individual brands within a market, which more closely represents actual consumer memory structures. It also uses both positive and negative product attributes, which has not featured in prior work on private labels perceptions. The findings have implications for retailers looking to launch and manage private labels and manufacturers who need to compete with them.
A mixed method approach to understanding brand personality
Authors: Arora Raj , Stoner Charles 
Published: July 2009

PurposeThis paper aims to use a mixed method (qualitative and quantitative) approach to exploring product personality. It also aims to focus on the personality dimensions of two retails stores (Target and Wal‐Mart) and two athletic brands (Adidas and Nike). While personality has been investigated in marketing settings, the focus has been limited to using quantitative scales. This approach has the potential of leaving out rich details of personality not captured by the scale, thereby offering little helpful information for advertising copy writers. While qualitative approaches may lack the formal test of hypotheses, they afford rich narrative that adds important insights about the products and practical help for advertising development.Design/methodology/approachThe study is based on a concurrent, two‐studies design where qualitative and quantitative data are both collected and analyzed separately (concurrently or sequentially). A survey is used to measure the personality dimensions based on Aaker's five personality dimensions. In addition, various personality dimensions are explored using in‐depth, one‐to‐one interviews; grounded theory framework; and QDA software that is especially suitable for text analysis.FindingsThe findings reveal lack of convergence in personality dimensions. While full convergence is not expected due to method and sample characteristics, the findings revealed important dimensions that appeared only in either the qualitative or quantitative analysis. For example, the attributes of competence, sophistication, and ruggedness failed to emerge in the qualitative analyses.Research limitations/ implicationsCaution is advised in extrapolating the results beyond the issues investigated in the study.Practical implicationsThe findings help marketers in formulating effective product design, positioning, and promotion strategies.Originality/valueMost of the research on the subject of personality has been designed around Aaker's five dimensions of personality. There has been some variation to the instrument to capture dimensions such as nurturance, and integrity, ruggedness, and sophistication. However, there is a void in qualitative research that is oriented towards discovering (rather than testing) the dimensions of personality. This paper uses qualitative research methodology, specifically a grounded theory framework, to discover the personality of products, and to compare these outcomes with Aaker's five‐dimensional scale.
Does a brand have to be consistent?
Authors: Charters Steve 
Published: July 2009

PurposeThis conceptual paper seeks to examine the issue of whether or not a brand needs to be consistent. Whilst this assumption often seems to be made within the marketing literature, it has not previously been examined.Design/methodology/approachThe paper uses the example of wine to explore the consumer's desire for consistency. The paper is not based on a specific research project, but rather reflects the findings of a number of projects, and of an engagement with commentators on wine over a number of years.FindingsThe paper suggests that rather than wine invariably being the same it is necessary for it to offer a regular standard of quality within varying external constraints, and that consumers may actually search out such inconsistency. By extension, it is argued that this is relevant for other goods, such as a foods and fashions, and aesthetic and ludic products.Practical implicationsIt may be relevant for managers to build inconsistency into product design in some cases to give consumers the chance of involvement in brand co‐creation.Originality/valueThe paper examines an aspect of brands (consistency) not previously considered, and moves on the current debate about consumer participation in the development of brand meaning.
The moderating role of price consciousness on the effectiveness of price discounts and premium promotions
Authors: Palazón Mariola , Delgado Elena 
Published: July 2009

PurposeThis study aims to integrate price consciousness into the promotional effectiveness framework. Specifically, it aims to analyse whether price consciousness affects the evaluation of price discounts and premiums at two different benefit levels (moderate vs high).Design/methodology/approachAn experiment was conducted with two promotional benefit level (moderate, high) × two promotion type (price discount, premium) between subjects design. A sample of 229 undergraduate students was randomly assigned to a specific product‐promotion combination.FindingsThe results obtained indicate that at moderate benefit level, price discounts and premiums are equally effective for high price conscious consumers. However, price discounts are more effective than premiums for low price conscious consumers. At high benefit level price discounts are more effective than premiums, but this effect is more apparent for high price conscious consumers.Research limitations/implicationsThe limitations of the study are those typically applied to the experimental methodology. Specifically, only two product categories and two types of sales promotions were used which limits the generalization of the results. Another potential limitation is the use of students' respondents.Practical implicationsIt is recommended that managers should know how price conscious their consumer segment is before taking any decisions regarding the promotional strategy. To be more effective, it is recommended to offer premiums instead of moderate price discounts if the target segment is high price conscious. However, such a recommendation should only be followed when the target is not low price conscious, because for this consumer segment a moderate discount is preferred.Originality/valueTo analyze the effectiveness of a promotion, most of the present research has focused on the benefit provided, and the promotional framework used. However, lacking in this research are insights into how consumer personal characteristics may affect that effectiveness. The current research is to fill this gap in knowledge about consumer responses to sales promotions incorporating price consciousness in the analysis.
Divergence of opinion and valuation in a mean‐variance framework
Authors: Schnabel Jacques A. 
Published: July 2009

PurposeThe purpose of this paper is to examine the impact of heterogeneous expectations on the equilibrium value of a risky asset in a capital market populated by investors that choose mean‐variance efficient portfolios.Design/methodology/approachA single‐period, discrete‐time version of Williams' capital asset pricing model that incorporates heterogeneous beliefs regarding the mean vector of rates of return and homogeneous beliefs regarding the variance‐covariance matrix of rates of return is developed. It is then employed to gauge the impact of both divergence of opinion and increases thereof on the equilibrium price of a risky asset.FindingsThe value of a risky asset under heterogeneous beliefs differs from that under homogeneous beliefs as the former is biased towards the beliefs of wealthier and/or more risk tolerant investors. If the latter set of investors is optimistic (pessimistic), the value is higher (lower) than that which prevails in the absence of divergence of beliefs. Increasing divergence of opinion likewise affects the equilibrium price of a risky asset to accord more with the beliefs of wealthier and/or more risk tolerant investors. If the latter set of investors is optimistic (pessimistic), increasing dispersion of beliefs causes the value of a risky asset to rise (fall).Originality/valueA novel simplification and application of Williams' model of capital asset pricing is presented. The findings differ from conclusions derived in previous theoretical treatments of divergence of opinions in capital markets.
Powder particle temperature distribution in laser deposition technologies
Authors: Giuliani Valerio , Hugo Ronald J. , Gu Peihua 
Published: July 2009

PurposeThe purpose of this paper is to provide a flexible tool to predict the particle temperature distribution for traditional laser applications and for the most recent diode laser processes. In the past few years, surface processing and rapid prototyping applications have frequently implemented the use of powder delivery nozzles and high power fibre‐coupled diode lasers with highly convergent laser beams. Owing to the complexity and variety of the process parameters involved in this technology, mathematical models are necessary to understand and predict the deposition behaviour. Modeling the dynamics of the melting pool and the particle temperature distribution is critical for achieving a good deposition quality.Design/methodology/approachThis study focuses on the development of mathematical models to predict the particle temperature distribution over the melting pool. An analytical and a numerical solution are proposed for two cases of laser intensity distribution: top hat and Gaussian.FindingsThe results show that a more vertical position of powder delivery nozzle will lead to a higher and more uniform particle temperature distribution, in particular for the top‐hat intensity distribution case.Originality/valuePrevious work has dealt only with Gaussian laser spatial distributions and collimated laser beams. Therefore, they were limited to a specific class of laser processes. This work provides a flexible tool to predict the particle temperature distribution for traditional laser applications (powder delivery nozzle and Gaussian laser profile) and for the most recent diode laser processes (powder delivery nozzle and top‐hat laser distribution with highly convergent laser beam). In addition, the results demonstrate that the particle temperature does not monotonically increase while increasing the nozzle inclination as in the case of a collimated laser beam, but some particles show a minimum temperature for intermediate values of the nozzle inclination angle.
Rapid prototyping – a technology transfer approach for development of rapid tooling
Authors: Sahebrao Ingole Dilip , Madhusudan Kuthe Abhay , Thakare Shashank B. , Talankar Amol S. 
Published: July 2009

PurposeThe purpose of this paper is to apply rapid prototyping (RP) philosophy as a technology transfer in industries to take its time and cost‐effective advantages for development of rapid tooling (RT).Design/methodology/approachExperimentations are performed for development of RT for sand casting, investment casting and plastic moulding applications.FindingsThis paper reports the procedures developed for manufacture of production tooling using RP. A cost/benefit model is developed to justify implementation of RP as a technology transfer in industries.Research limitations/implicationsThe examples are limited to parts build by fused deposition modelling RP process. However, the concepts experimented may be applied for other RP processes.Practical implicationsRP has proved to be a cost‐effective and time‐efficient approach for development of RT, thereby ensuring possibility for technology transfer in casting as well as plastic industries.Originality/valueThis is the pioneer attempt towards quantifying RP benefits, in view of technology transfer. This paper presents original case studies and findings on the basis of experimentations performed in foundries.
Proposed classification scheme for direct writing technologies
Authors: Mortara Letizia , Hughes Jonathan , Ramsundar Pallant S. , Livesey Finbarr , Probert David R. 
Published: July 2009

PurposeThe purpose of this paper is to propose and discuss a definition and a classification scheme for direct writing (DW) technologies.Design/methodology/approachBoth the definition and the classification are developed based on the perspectives of the growing DW community in the UK, through consultation with members, workshops and a survey across the community. In addition, current DW technologies and literature on classification techniques are reviewed.FindingsThe classification is structured in order to encompass current technologies, but also to be expandable to accommodate new ones that could be identified in the future as belonging to the DW remit. It is developed considering three dimensions related to DW: “Technology” to encompass all the processes, apparatuses, principles and tools which allow DW manufacturing; “Applications” to consider all the “types of manufactured goods” which could be produced with the DW technologies; and “Materials” which could be employed in DW manufacturing. The classification scheme is visualised into navigation maps and used as the basis of a software tool which can allow the community to exchange information on DW.Research limitations/implicationsThe paper proposes a classification as a tool for knowledge exchange and to support knowledge organisation and retrieval. However, the classification proposed in this paper might not be the only possible solution.Practical implicationsThe definitional framework is proposed to the DW community as a language tool to help communication among members with different perspectives and to be used to support the creation of information databases. It is embodied in a software tool through which they could file personal profiles (i.e. their expertise and interests) and hence map the community.Originality/valueIt is evident that, due to the heterogeneity of the community of scientists and practitioners interested in these technologies, many perspectives coexisted and that a communication platform is required. The authors decide to develop a classification which could be flexible enough to encompass new emerging technologies as the use of classifications as tools for supporting communication across the scientific community is well known and as the authors could not identify in literature any other DW technology classification which could satisfy these requirements.
The effects of regulatory focus and tie strength on word‐of‐mouth behaviour
Authors: Chung Cindy M.Y. , Tsai Qianyi 
Published: July 2009

PurposeThe purpose of this paper is to investigate the effects of tie strength on word‐of‐mouth (WOM) amount and how regulatory focus moderates these effects.Design/methodology/approachTwo studies were conducted with undergraduates of a top Asian university with sample sizes of 106 and 100 using experimental setups.FindingsReplicating findings from existing research, a greater amount of WOM was shared between strong ties compared to weak ties. However, the main finding was that this tie strength effect only held for a prevention‐focused WOM giver but not for a promotion‐focused WOM giver. The latter was found instead giving a similar amount of WOM to strong and weak ties.Research limitations/implicationsThe two experiments required subjects to write out their WOM. This may be a limitation since WOM is usually spoken instead of written. Future research can compare spoken and written WOM to evaluate the robustness of the current findings.Practical implicationsFindings from this paper can help companies solicit more WOM through priming the appropriate regulatory focus when consumers communicate with others that are of different social ties.Originality/valueThe current paper contributes to existing WOM literature by investigating the moderating effect of regulatory focus on the relationship between tie strength and WOM amount.
Cross‐cultural generalization of the effect of option choice framing on product option choices
Authors: Pornpitakpan Chanthika 
Published: July 2009

PurposeThe purpose of this paper is to examine the cross‐cultural generalization of the effect of option choice framing on product option choices and other managerial and psychological variables.Design/methodology/approachThe experiment employs 124 Singaporean and 96 Thai working adults, who add options to a base model or delete options from a full model in a condominium purchase scenario. Hypotheses are derived from the different weights for monetary losses and utility gains from adding options vs utility losses and monetary gains from deleting options.FindingsFor both Singaporeans and Thais, compared to additive framing, subtractive framing results in a higher number of options chosen, higher total option prices, higher expected product prices and higher perceived product prestige. For Thais, compared to additive framing, subtractive framing also results in lower perceived decision difficulty and shorter decision time. For Singaporeans, compared to additive framing, subtractive framing results in shorter decision time and higher perceived value.Research limitations/implicationsThe option choice task is a scenario, not a real‐life choice task in which participants have to spend real money.Practical implicationsSubtractive option choice framing should be used rather than additive option choice framing. However, in recession time, the use of subtractive framing may backfire because consumers perceive the product as more expensive than its counterpart presented under additive framing, thus lowering their purchase intention of the product. In addition, whenever marketers want consumers to perceive the starting price as low, the price of a base model should be emphasized as opposed to the price of a full model.Originality/valueThis study examines an important issue – whether the superiority of subtractive framing over additive framing reported in past research is valid in other cultures that are very different from American and whether it is valid in another product category. The results qualify past findings that people give more weight to utility losses than monetary losses.
Fuzzy approach for the selection of third party reverse logistics provider
Authors: Kannan G. 
Published: July 2009

PurposeThe purpose of this paper is to propose a structured model for evaluating and selecting the best third party reverse logistics provider (3PRLP) under fuzzy environment for the battery industry.Design/methodology/approachIn this paper, the multi‐criteria decision‐making tools such as analytic hierarchy process (AHP) and fuzzy analytic hierarchy process (FAHP) are adopted to solve the problem of selection of 3PRLP.FindingsIn a real‐time situation, collecting the returned products from the customer end to the manufacturer end becomes more tedious, time consuming work and also it makes the information flow in the supply chain management more complex. A separate logistics system has to be developed in order to inspect and maintain the collected returned products in the down stream management. This current scenario encourages the top‐level management to seek for an alternative for collecting the returned products instead of making their supply chain structure to be complex. This gives rise to the term called 3PRLP. The 3PRLP will collect the returned products, inspect them and categorize them according to the various reverse logistics operations. A key finding of this work is a model to determine the best 3PRLP for the battery industry.Practical implicationThis work provides a useful decision model for practicing managers and researchers within this area, and also shows the various relationships, and processes the information required for the management involved in the selection of a reverse logistics provider under fuzzy environment.Originality/valueIn this research, seven attributes and 34 sub‐attributes are considered and an interpretation of reverse logistics attributes in terms of their pair‐wise comparisons has been carried out. Attributes possessing lower priorities in the AHP and FAHP need to be taken care on a selection of best 3PRLP.