bluuebunny/crossref_metadata_2025_split huggingface dataset:
Do logo redesigns help or hurt your brand? The role of brand commitment
Authors: Walsh Michael F. , Page Winterich Karen , Mittal Vikas 
Published: April 2010

PurposeLogos are a critical component of brand aesthetics. Frequently companies redesign their logos, and many redesigns result in more rounded logos. How do such redesigns affect consumers' brand attitudes? The purpose of this paper is to explore the role of brand commitment on consumer response to logo shape redesign.Design/methodology/approachThis research uses a field experiment with 632 respondents and examines two athletic shoe brands: New Balance and Adidas.FindingsThe greater the degree of change in the roundedness of a previously angular logo, the more likely it is that strongly committed consumers will evaluate the redesigned logo more negatively (in terms of brand attitude). Such logo evaluations, in turn, mediate the joint effect of logo redesign and commitment on overall brand attitude. Conversely, weakly committed consumers react positively to such changes.Research limitations/implicationsThe literature on aesthetics and brand attitude are combined to show that not all consumers view changes in brand elements such as logos similarly. Strongly committed consumers view these changes negatively; weakly committed consumers view them positively. An information‐processing approach provides the underlying theory for this finding. Thus, logo evaluation partially mediates this change in brand attitude, but it does not fully explain the change in brand attitude after exposure to logo redesign.Practical implicationsStrong brands gain strength by developing a base of strongly committed customers. Attempts to change brand elements – such as logo redesigns – can affect customers differently depending on whether they are strongly committed, mildly committed, or not committed at all. Thus firms attempting to change brand elements, particularly their logos, should be fully aware of the potentially negative impact on their most important customers – those having the strongest brand commitment.Originality/valueTo one's knowledge very little research has examined the relationship between logo redesign and brand attitude. Henderson et al.'s call to examine consumer responses to changes in design stimuli is followed. Importantly, the study is the first to show that visual elements of a brand (e.g. logo) can differentially impact consumer response based on brand commitment to such an extent that strongly committed customers react more negatively than weakly committed customers to redesigned logos.
Club Med: coping with corporate brand evolution
Authors: Quester Pascale G. , Fleck Nathalie 
Published: April 2010

PurposeThis paper aims to identify how community members of a long‐established service brand, Club Med, negotiate the strategic decision made by management in 2002 to substantially alter the brand positioning.Design/methodology/approachA mixed method approach relied on participant observations, interviews with managers and consumers, and a netnography of an independent website used by Club Med members to exchange information, advice and other holiday tips.FindingsBrand community members responded differently to the repositioning of the brand, according to the core benefit or value they first sought by attending the Club, from the functional and practical to the emotional or experiential reward. Responses also differed according to whether consumers valued the collective ideals of the earlier Club Med or the individualism advocated in the latest positioning. Hence, the value match between brand and consumers appeared predictive of their response.Research limitations/implicationsAlthough limited to the case of one iconic service brand, these findings have implications for marketers. In particular, they warn against unilateral decisions made without due consideration of the brand community which may have developed around the traditional meanings associated with the brand.Originality/valueGiven the paucity of evidence of service brand community, validating the existence of service brand community represents a first and important contribution of the paper. Brand communities have intrigued researchers and practitioners by their loyalty and resilience. Moreover, little or no research has examined how such communities cope with dramatic changes in the brand strategy.
How bureaucrats and bean counters strangled General Motors by killing its brands
Authors: Olson Erik L. , Mathias Thjømøe Hans 
Published: April 2010

PurposeThis paper seeks to use branding literature to understand the rise and fall of GM's brands.Design/methodology/approachThe approach takes the form of presenting a case analysis using secondary sources covering GM's brands and products, managerial leadership, and market and financial performance throughout its 100‐year history.FindingsDuring much of its first 50 years, GM was led by engineers who pioneered professional brand management, and through intelligent allocation of resources created one of the world's strongest portfolio of brands. Government anti‐trust hearings shifted GM to a cost‐cutting orientation during its second 50 years that had a negative impact on the GM brands and brought the current financial problems.Research limitations/implicationsThis is a case study of only one firm, but parallels are drawn with other firms that have had similar brand issues.Practical implicationsFirms with multiple brands need top management leadership to ensure that each brand has a unique mission with minimal overlap and adequate resources for product development, innovation, and communications to achieve its mission. If the mission or resources disappear, non‐core brands need to be terminated. Governments that wish to support well managed firms with strong brands need to be careful in using anti‐trust actions, and should not force firms to make products that are not desired by customers.Originality/valueThe paper takes a novel approach to evaluating the current state of General Motors by examining the factors that led to chronic mismanagement of its brands, which in turn has reduced brand equity, market share, and profits, and that have magnified GM's problems with labor and legacy costs, productivity, and product mix.
Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand)
Authors: Louis Didier , Lombart Cindy 
Published: April 2010

PurposeThe purpose of this research is to offer a model that incorporates both direct and indirect effects of brand's perceived personality on three major relational consequences of this construct: trust, attachment, and commitment to the brand. In addition to the links between brand personality and its relational consequences, the interdependence links amongst these consequences are also considered.Design/methodology/approachThe model proposed in this research was tested by means of structural equations modelling. The data were collected from a convenience sample of 348 young French consumers (aged from 19‐23) questioned about the brand Coca‐Cola, which enjoys strong awareness with that target.FindingsAll the nine personality traits of the Coca‐Cola brand studied in this research impact directly on at least one of the three relational consequences under study: trust, attachment, and commitment to the brand. In addition they have an indirect influence (except for the Charming and Ascendant personality traits) on commitment via trust and attachment to the brand.Research limitations/implicationsThe model proposed in the research shows the impact of brand personality on three major relational consequences of this construct: trust, attachment, and commitment to the brand. Future research should study the influence of brand personality on other consequences such as satisfaction, loyalty and preference.Practical implicationsThe research demonstrates that brand personality affects the type and strength of the relationship that consumers maintain with brands. It is a useful tool for managers to direct or reinforce the lasting relationship they want to develop or maintain between their brands and the consumers they target. Relational paths from brand personality to the variables trust, attachment, and commitment are suggested in this research.Originality/valueThe model proposed in this research refines the overall understanding that researchers and managers have of the direct or indirect impact of each brand personality trait on consumers' relationship with a brand, measured by trust, attachment, and commitment.
Pricing practices in Victorian America: evidence from a satirical point of view
Authors: Holden Alfred C. , Rothenberger Sandra 
Published: April 2010

PurposeThis paper seeks to investigate how consumers in Victorian America related prices to quality and value in deliberations about urban life, housing, and a newly‐emerging consumerism. The objectives are to understand pricing practices of firms and the behavior and perception of prices by consumers in Victorian American and to determine whether Victorian pricing practices could provide important insights for twenty‐first century theory and practice.Design/methodology/approachThe paper conducted a qualitative content analysis of pricing highlighted in a large sample of three cartoons appearing weekly in Puck and Judge. In these preeminent satirical magazines of the 1880‐1910 era, the authors found cartoons to be reflective of pricing practices and resultant consumer behavior of that era.FindingsThe paper confirms even on a satirical research basis that Victorian households indeed experienced price‐related stresses in urban life, housing decisions, and in daily consumption. It also reveals that during industrial revolution, rapid urbanization, waves of immigration, and a stratification of wealth, price is not only money but also time, effort, and psychic energy.Originality/valueThe study confirms that pricing has long influenced consumer decision making and that, even historically, price was perceived primarily as a sacrifice to obtain a product. The study uses archival data to underscore the fact that product prices are evaluated in terms of consumers' everyday life decisions.
Interactions between price and price deal
Authors: Swani Kunal , Yoo Boonghee 
Published: April 2010

PurposeThe purpose of this study is to examine the interactive effect of price and price deal. Specifically, it desires to measure how consumers' behavioral intentions toward the brand are affected for a high‐priced brand and a low‐priced brand when a price deal is offered.Design/methodology/approachA two (price level: high versus low; between) by two (price deal: absent versus 40 percent off; between) experimental design was used. Study 1 tested the hypotheses for two existing brands, whereas Study 2 did so for a fictitious brand.FindingsThe analysis confirmed a strong interactive effect between price and price deal: price deals do not have a uniform effect across brands but a different effect depending on the price level of the brand. Specifically, for a high‐priced brand, a negative effect of price deals on behavioral intentions (brand equity, brand loyalty, and purchase intention) was found. On the contrary, for a low‐priced brand, a positive effect of price deals on each of the same behavioral intention variables was found.Research limitations/implicationsFuture research needs to study different types of products and samples to enhance the external validity of the findings. Real market data that recorded price changes and price deal offerings over time need to be examined to confirm the findings of the study.Practical implicationsA managerial implication is that high‐priced brands should avoid price deals, whereas low‐priced brands could benefit from price deals.Social implicationsWhen the findings are extended to the public‐sector or governmental services, providing costly services at a discounted price (e.g. universal healthcare) may not be welcome, as that policy is likely to make fellow citizens underestimate the value of the services and doubt the quality.Originality/valueThe study is very original because it does not repeat any past research, but taps into a problem not previously investigated. The value of the study is very straightforward for brand and promotional managers.
Economic volatility and remittances
Authors: Craigwell Roland , Jackman Mahalia , Moore Winston 
Published: April 2010

PurposeRemittances are the fastest growing source of foreign exchange earnings for developing countries. The purpose of this paper is to assess the impact of remittances on economic volatility of the receiving country.Design/methodology/approachA panel of 95 countries over the period 1970‐2005 is employed in the analysis. To assess the impact of remittances on volatility a multivariate model is estimated using a panel fixed effects approach with cross‐section weights.FindingsThe study reports that remittances can play a key role in mitigating the effect of adverse output shocks but exert no significant influence on consumption and investment volatility. Moreover, important differential impacts exist across the various country groupings.Practical implicationsCountries that are dependent on remittances may have to monitor and forecast future remittance flows and take these projections into account when making changes to either their monetary or fiscal policy stance.Originality/valueThe findings provided in this paper should be of use to policymakers in developing countries.
The economic impact of inbound and outbound labor migration: the case of Jordan (1970‐2006)
Authors: Khaled Magableh Ihab , Baset Athamneh Abdel , Almahrouq Maher 
Published: April 2010

PurposeThe purpose of this paper is to examine the impact of inbound and outbound labor migration on the Jordanian economy.Design/methodology/approachUsing a qualitative analysis subsidized by two econometric models, foreign labor and their remittances and the Jordanian labor abroad and their remittances are examined for their impact on main macroeconomic indicators.FindingsThe characteristics of foreign labor and the Jordanian labor abroad, in terms of skills and qualifications are completely different. Productivity of a local worker is found to be higher than of a foreign worker. Thus, replacement of foreign labor is highly recommended but difficult due to “shame culture”. Foreign labor deepens unemployment and negatively affects economic growth through their effect on capital account, total reserve, and investment. Outbound labor migration reduced unemployment and speeds economic growth. They induce investment and increase reserves, but they also put an upward pressure on overall price and induce imported inflation.Research limitations/implicationsBest utilization of these remittances can be achieved if they are mainly used for production rather than for consumption purposes. Remittances of foreign labor must be controlled to reduce leakages of the foreign currencies. Scheduled decrease in demand for foreign labor in Jordan is a must. But it must be accompanied by getting rid of the non‐reasonable “shame culture”, encouraging entrepreneurship, and enhancing quality of jobs.Originality/valueThe paper provides decision and policy makers with informative analysis of the net impact inbound and outbound labor migration. This analysis helps in drafting labor policies and regulations. The households sector is a key player for the success of these policies.
Computer‐assisted roadmapping: a case study in energy research
Authors: Kajikawa Yuya , Takeda Yoshiyuki , Matsushima Katsumori 
Published: April 2010

PurposeThe aim of this paper is to develop a methodology of computer‐assisted roadmapping to supplement an expert‐based approach, which is time‐consuming and subjective.Design/methodology/approachA computer‐based approach using citation network analysis is used to depict technology trends, and build the first draft of science and technology roadmaps. A case study in energy research is performed, and emerging research domains are tracked in it by citation network analysis.FindingsThe analysis confirms that the fuel cell and solar cell are rapidly growing domains in energy research. The detailed research structures were investigated further by clustering. Each citation cluster has characteristic research topics, and there is a variety of growth trends among the clusters.Research limitations/implicationsConstructing a corpus to analyze is not an easy task and one that affects the results, and therefore further research to evaluate the adequacy and validity of the corpus before citation network analysis is necessary. Including patents and analyzing relationships between academic papers and patents for roadmapping is a challenging future research topic.Practical implicationsWhile science and technology roadmaps are an attractive tool in R&D management and have been widely used, they are typically constructed by gathering and stimulating expert opinion and therefore highly time‐consuming. As demonstrated in this paper, a computer‐based approach using citation network analysis is a powerful tool to support roadmapping. By using the approach, planners and R&D managers can make decisions on effective investment in promising and emerging technologies, especially under circumstances of limited resources with the broader coverage of scientific and technological research.Originality/valueBy using citation network analysis, we can track emerging research domains among a range of publications efficiently and effectively.
Enhancing business and technology foresight with electronically mediated scenario process
Authors: Piirainen Kalle , Lindqvist Antti 
Published: April 2010

PurposeThe study discusses existing scenario methods in business and technology foresight and introduces electronically mediated scenario process in two varieties. The purpose of the study is to discuss the existing practice, position the IDEAS and SAGES methods, and outline their contribution to the state of the art.Design/methodology/approachThe paper takes the form of a literature study and conceptual discussion, illustrated with a case example of electronically mediated scenario methods.FindingsBoth of the presented scenario methods, i.e. IDEAS and SAGES, are feasible means to compose scenarios. The methods can be positioned respectively to intuitive‐logical and heuristic schools of thought. The contribution to existing practice is that they consume fewer resources than do their more traditional counterparts.Research limitations/implicationsThe empirical validation of the presented methods is presently limited to case studies. Thus, the authors invite practitioners and researchers to examine the methods and to discuss the applicability of the results.Practical implicationsThe IDEAS and SAGES methods offer tools for practicing managers to conduct scenario planning with practitioners and experts in a flexible and effective manner.Originality/valueThe paper adds to the ongoing discussion on business and technology foresight by presenting the novel scenario methods, and positioning them explicitly to the existing practice.
Empirical research on the technology opportunities analysis based on morphology analysis and conjoint analysis
Authors: Xin Li , Jiwu Wang , Lucheng Huang , Jiang Li , Jian Li 
Published: April 2010

PurposeThe purpose of this paper is to propose a new hybrid approach based on bibliometrics analysis (BA), morphology analysis (MA) and conjoint analysis (CA) to help identify new technology development opportunities.Design/methodology/approachA new hybrid approach based on BA, MA and CA has been conducted to help identify new technology development opportunities. The proposed hybrid process is illustrated with a case example of blue light‐emitting diode (LED) based on GaN.FindingsIn this paper, the proposed hybrid process is illustrated with a case example of document information from a blue light‐emitting diode (LED) based on GaN documents database. The results show that the configuration “Al2O3+MBE+two dimensional photonic crystal” should be given greater attention with respect to R&D activities in future.Practical implicationsThis paper is of interest for technology opportunities analysis practitioners and policymakers at the industrial and government levels.Originality/valueThis paper proposes a new hybrid approach of technology opportunities analysis based on bibliometrics analysis, morphology analysis and conjoint analysis methods.
Research on emerging technology selection and assessment by technology foresight and fuzzy consistent matrix
Authors: Lucheng Huang , Xin Li , Wenguang Lu 
Published: April 2010

PurposeThe purpose of this paper is to propose a new hybrid approach based on technology foresight and a fuzzy consistent matrix to select and assess emerging technologies.Design/methodology/approachThrough introducing technology foresight into emerging technology selection and assessment, an industrialization potential assessment indexes system of emerging technologies is constructed, and general procedures to assess the industrialization potential of emerging technologies based on technology foresight and a fuzzy consistent matrix are presented.FindingsIn this paper, assessment of the industrialization potential of nine different emerging technologies is provided to illustrate the application of the method. These results show that technology 1 has the best performance on industrialization potential, and technology 2 has better performance on the industrialization potential.Practical implicationsThis paper is of interest for emerging technology selection and assessment practitioners and policymakers at the industrial and government levels.Originality/valueThis paper proposes a new hybrid approach of emerging technology selection and assessment based on technology foresight and a fuzzy consistent matrix.
Scenario planning for climate strategies development by integrating group Delphi, AHP and dynamic fuzzy cognitive maps
Authors: Biloslavo Roberto , Dolinšek Slavko 
Published: April 2010

PurposeThe purpose of the paper is to present the common use of the Delphi method, the analytical hierarchy process (AHP) and dynamic fuzzy cognitive maps for the development of a future scenario in correlation with climate warming.Design/methodology/approachA combination of the Delphi method, the analytical hierarchy process (AHP) and dynamic fuzzy cognitive maps was employed to construct a future scenario as a learning device.FindingsBased on the data, the future is not going to be so bad but also not very attractive even if it is assumed that human consciousness about global warming issues will remain high. After a few years or so it will be possible to stop negative climate processes but not possible to fix the problem in the sense that the situation we have now can be substantially improved.Practical implicationsThis paper is of interest for foresight practitioners and policy makers who want to employ a hybrid approach to scenario development.Originality/valueThe paper is the first to try to use a combination of different methods for scenario development related to climate change.