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Vale Roger A. Layton: The Father of Marketing in Australasia Vale Roger A.Layton:澳大拉西亚市场营销之父
IF 6 Q2 BUSINESS Pub Date : 2021-07-06 DOI: 10.1177/18393349211028674
I. Wilkinson, Louise Young
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引用次数: 0
Integrated Health Care and Value Co-Creation: A Beneficial Fusion to Improve Patient Outcomes and Service Efficacy 综合医疗与价值共创:改善患者预后和服务效果的有益融合
IF 6 Q2 BUSINESS Pub Date : 2021-07-06 DOI: 10.1177/18393349211030700
Janet Davey, Jayne Krisjanous
This conceptual article integrates value co-creation concepts with dimensions of integrated care demonstrating how a marketing framework and a framework originated in health can achieve a beneficial fusion to enhance health outcomes. Using midwifery health care services as the context, we contend that integrated care models focus only on co-production overlooking the complex, value co-creation potential of value-in-use for improved health outcomes. We add four new dimensions of value-in-use: client–provider shared principles, client agency, empowerment, and relationship equality. Adopting an interdisciplinary approach, a value co-creation perspective advances our understanding of the activities and processes of integrated care at the various levels in the patient’s lifeworld beyond the patient–carer interface. We argue that adding value-in-use dimensions to health care’s integrated care model adds conceptual clarity and will improve service delivery and patient health care outcomes.
这篇概念性文章将价值共创概念与综合护理的维度相结合,展示了营销框架和起源于健康的框架如何实现有益的融合,以提高健康结果。以助产保健服务为背景,我们认为,综合护理模式只关注共同生产,而忽视了价值在改善健康结果方面的复杂、价值共同创造潜力。我们增加了四个新的使用价值维度:客户-提供商共享原则、客户代理、授权和关系平等。采用跨学科的方法,价值共创的视角促进了我们对患者生活世界中不同层面的综合护理活动和过程的理解,超越了患者-护理者的界面。我们认为,为医疗保健的综合护理模式增加使用维度的价值,增加了概念的清晰度,并将改善服务提供和患者医疗保健结果。
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引用次数: 4
A Negative Actor Engagement Scale for Online Knowledge-Sharing Platforms 网络知识共享平台负向参与人参与量表
IF 6 Q2 BUSINESS Pub Date : 2021-07-03 DOI: 10.1177/18393349211022044
Loic Pengtao Li, Catherine Frethey-Bentham, Biljana Juric, R. Brodie
Prior research shows that negative engagement is conceptually different from positive engagement, and necessitates further understanding and measurement instruments. This study reports a series of four studies leading to conceptualization, development, and validation of a negative actor engagement scale for online knowledge-sharing platforms. An online learning service platform Piazza is chosen as the research context, where learners engage intensively in knowledge-sharing with one another as well as instructors. We conceptualize negative engagement as actors’ negative engagement dispositions (i.e., negative emotions and cognitions) during interactions on the platform. Negative engagement disposition is shown to be a second-order formative construct comprising four first-order reflective constructs—annoyance, social anxiety, failed expectations, and futility. The relationship between negative engagement disposition and its behavioral consequence of negative word-of-mouth is established. This is the first study to conceptualize and operationalize negative actor engagement.
先前的研究表明,消极投入与积极投入在概念上是不同的,需要进一步的理解和测量工具。本研究报告了一系列的四项研究,这些研究导致了在线知识共享平台负面行动者参与量表的概念化、开发和验证。本研究选择在线学习服务平台Piazza作为研究背景,在这个平台上,学习者之间以及与教师之间进行了密集的知识共享。我们将消极参与定义为参与者在平台互动过程中的消极参与倾向(即消极情绪和认知)。消极投入倾向是一个二级形成性构式,由四个一级反思构式组成:烦恼、社交焦虑、期望失败和徒劳。建立了消极参与倾向与其消极口碑行为后果的关系。这是第一个概念化和操作化消极行动者参与的研究。
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引用次数: 3
Elevating Food Perceptions Through Luxury Verbal Cues: An Eye-Tracking and Electrodermal Activity Experiment 通过奢华的言语暗示提升食物感知:眼动追踪和皮肤电活动实验
IF 6 Q2 BUSINESS Pub Date : 2021-06-30 DOI: 10.1177/18393349211028676
B. Sung, Luke Butcher, J. Easton
Many brands, including food brands, draw on connotations of luxury to elevate the favorability of consumer perceptions. This is often undertaken using cues in marketing communications; however, no research has examined the psychophysiological effect of luxury cues on consumer attention. Evidently, this study is the first experiment to use eye-tracking and skin conductance analysis to investigate how luxury cues in marketing communications can influence consumer perceptions of a food product. Our findings demonstrate that the use of luxury verbal cues can significantly enhance the attention to hedonic processing and elevate food brand perceptions. Specifically, consumers pay greater attention to the imagery of marketing communications when exposed to luxury verbal cues, which, in turn, enhance arousal and positive brand evaluations. Our research provides valuable theoretical and managerial implications for food brands using communications such as content marketing and advertising to build favorable brand connotations and elevate brand positioning.
包括食品品牌在内的许多品牌都利用奢侈品的内涵来提升消费者的好感度。这通常是利用营销传播中的线索进行的;然而,没有研究检验奢侈品线索对消费者注意力的心理生理影响。显然,这项研究是第一个使用眼动追踪和皮肤电导分析来调查营销沟通中的奢侈暗示如何影响消费者对食品的感知的实验。我们的研究结果表明,奢侈言语暗示的使用可以显著增强对享乐加工的关注,并提升食品品牌认知。具体而言,当消费者接触到奢侈的言语暗示时,他们会更加关注营销传播的形象,这反过来又会增强唤醒和积极的品牌评价。我们的研究为食品品牌利用内容营销和广告等传播手段构建有利的品牌内涵、提升品牌定位提供了宝贵的理论和管理启示。
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引用次数: 2
An Identity-Based Model Explaining Online Donor Appreciation 一个基于身份的模型来解释在线捐赠者的感激
IF 6 Q2 BUSINESS Pub Date : 2021-06-23 DOI: 10.1177/18393349211027670
Kathleen Chell, G. Mortimer, B. Masser, Rebekah Russell–Bennett
Nonprofit organization (NPO) marketers are now increasingly turning online to recognize donors, with little understanding as to how online donor appreciation influences behavior. A scenario-based research design using an online survey was administered to a random sample of voluntary blood donors (n = 356). The findings contribute to identity theory by demonstrating that online recognition (digital badge shared to Facebook) can strengthen subjective impressions of identity-related behavior above a private thank-you email alone. Furthermore, outcomes of a positive identity appraisal (accountability and emotional value) were found to differentially drive NPO-benefiting activities (positive electronic word-of-mouth and donation intentions) depending on donation experience. The results strategically inform online donor appreciation activities to improve donor retention.
非营利组织(NPO)的营销人员现在越来越多地转向在线识别捐赠者,但他们对在线捐赠者的赞赏如何影响行为知之甚少。使用在线调查的基于场景的研究设计对自愿献血者的随机样本(n = 356)进行了管理。这一发现为身份认同理论做出了贡献,因为它表明,在线认可(在Facebook上分享的数字徽章)比单独的一封私人感谢邮件更能增强人们对身份相关行为的主观印象。此外,我们还发现,积极的身份评估结果(问责制和情感价值)对非营利组织受益活动(积极的电子口碑和捐赠意愿)的驱动作用不同,这取决于捐赠经历。结果战略性地通知在线捐助者赞赏活动,以提高捐助者的保留。
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引用次数: 3
Ambivalence in Volunteer Tourism: Toward Decolonization 志愿者旅游的矛盾心理:走向非殖民化
IF 6 Q2 BUSINESS Pub Date : 2021-06-12 DOI: 10.1177/18393349211022047
Veronika Kadomskaia, J. Brace-Govan, A. Cruz
Combining leisure, travel, and voluntary work, volunteer tourism’s popularity as an alternative travel option is undeniable. Yet postcolonial critiques plague the marketplace and those involved in these aiding efforts. In this article, which is based on consumer interviews involving a photo-elicitation component, we reveal increased presence of consumer reflexivity over neo-colonial aspects of the marketplace in comparison with the findings of past studies. However, great variability marks these consumer responses and the majority attempt to justify the potential harm of their activities abroad to cope with the ambivalence felt about such contradictory outcomes. We suggest closer attention be paid to decolonization theory as an approach to delivering these volunteering interventions in a more holistic and sensitive manner.
将休闲、旅行和志愿工作相结合,志愿旅游作为一种替代旅行选择的受欢迎程度是不可否认的。然而,后殖民主义的批评困扰着市场和那些参与这些援助工作的人。在这篇基于涉及照片启发成分的消费者访谈的文章中,我们揭示了与过去的研究结果相比,消费者对市场新殖民主义方面的自反性有所增加。然而,巨大的可变性标志着这些消费者的反应,大多数人试图证明他们在国外活动的潜在危害,以应对对这种矛盾结果的矛盾心理。我们建议更加关注非殖民化理论,将其作为以更全面和敏感的方式提供这些志愿服务干预的一种方法。
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引用次数: 2
Exploring Gen Y Luxury Consumers’ Webrooming Behavior: An Integrated Approach 探索Y世代奢侈品消费者的网络空间行为:一种综合方法
IF 6 Q2 BUSINESS Pub Date : 2021-06-08 DOI: 10.1177/18393349211022046
Sheetal Jain, Amit Shankar
This study investigates Gen Y luxury consumers’ webrooming behavior. A total of 402 usable responses were collected using questionnaire surveys from the millennials in India. Confirmatory factor analysis (CFA) and PROCESS Macro were run to test the hypotheses. The findings show that the link between perceived usefulness of searching online, perceived ease of searching online, and webrooming intention is significantly mediated by attitude toward webrooming. Results also indicate that online risk perception moderates the association of attitude toward webrooming with webrooming intention. The results of this research will help luxury marketers in formulating effective channel strategies to maximize their reach via both offline and online channels. This study provides several contributions to the luxury marketing and retailing literature by examining luxury consumers’ webrooming intention using an integrated Technology Acceptance Model (TAM)–Theory of Reasoned Action (TRA) framework.
本研究调查了Y世代奢侈品消费者的网络聊天行为。通过对印度千禧一代的问卷调查,共收集了402份可用的回复。验证性因素分析(CFA)和PROCESS Macro对这些假设进行了检验。研究结果表明,在线搜索的有用性、在线搜索的易用性和网络空间意向之间的联系在很大程度上由对网络空间的态度介导。研究结果还表明,网络风险感知调节了对网络空间的态度与网络空间意图的关联。这项研究的结果将有助于奢侈品营销人员制定有效的渠道策略,通过线下和线上渠道最大限度地扩大他们的影响力。本研究通过使用综合技术接受模型(TAM)-理性行动理论(TRA)框架来检验奢侈品消费者的网络空间意向,为奢侈品营销和零售文献提供了一些贡献。
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引用次数: 13
Ageism Kills Brands 年龄歧视扼杀品牌
IF 6 Q2 BUSINESS Pub Date : 2021-05-28 DOI: 10.1177/18393349211017316
Z. Anesbury, S. Bellman, Carl Driesener, Bill Page, Byron Sharp
Market share growth requires building mental and physical availability among all category buyers. However, if younger category buyers are more likely to purchase new-to-market products, then perhaps younger buyers are, relatively speaking, more important for growth. This research investigates the relationship between category buyer age, brand buyer age, and brand failure. When sub-brand buyer age is younger than category buyer age, the sub-brand is likely to be (a) new-to-market or (b) growing in market share. Older-than-category sub-brand-buyer age is likely for sub-brands that are (a) declining or (b) dead. Results from 17 years (1998–2014) of U.K. household panel data, including 5,913 sub-brands from 101 categories, show that age skews were uncommon (only 18% of sub-brands), and second, that growing, stable and declining sub-brands appealed equally to all ages. Finally, we identified that new launches and dead brands tend to skew to younger consumers, suggesting that new launches need to appeal to all ages to avoid failure.
市场份额的增长需要在所有类别的买家中建立心理和身体上的可用性。然而,如果年轻类别的买家更有可能购买新的上市产品,那么相对而言,年轻买家可能对增长更重要。本研究探讨类别购买者年龄、品牌购买者年龄与品牌失败之间的关系。当子品牌买家年龄比类别买家年龄年轻时,子品牌很可能(a)是新进入市场的,或者(b)市场份额在增长。对于(a)衰落或(b)死亡的子品牌,年龄可能大于类别子品牌买家年龄。来自17的结果 英国家庭面板数据(包括101个类别的5913个子品牌)的年份(1998年至2014年)显示,年龄倾斜并不常见(只有18%的子品牌),其次,增长、稳定和下降的子品牌对所有年龄段的人都有同样的吸引力。最后,我们发现,新产品和死品牌往往倾向于向年轻消费者倾斜,这表明新产品需要吸引所有年龄段的人,以避免失败。
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引用次数: 2
Green Advertising for the Sustainable Luxury Market 可持续奢侈品市场的绿色广告
IF 6 Q2 BUSINESS Pub Date : 2021-05-23 DOI: 10.1177/1839334921999488
D. Lim, Nara Youn, Hyo Jin Eom
Consumers are increasingly interested in environmental issues, which have raised their expectations of firms’ environmentally conscious efforts. The purpose of this study is to investigate how green messages in advertisements conveying a firm’s commitment to the environment can effectively influence consumer attitudes and behavioral intentions. Furthermore, this study examines the psychological mechanism underlying such an effect. The results of two studies show that firms’ eco-friendly efforts as revealed in advertisements for luxury products generated favorable attitudes in consumers and increased their behavioral intentions more than firms’ eco-friendly efforts as revealed in advertisements for mass products. This process was driven by trust in the ad message, especially for consumers of luxury brands and who are not confused by green message. This research provides empirical evidence that green ads presenting a firm’s commitment to the environment can effectively influence consumers when brands are used to promote eco-friendly products in luxury markets.
消费者对环境问题越来越感兴趣,这提高了他们对企业环保努力的期望。本研究的目的是调查广告中传达企业对环境承诺的绿色信息如何有效影响消费者的态度和行为意图。此外,本研究还考察了这种影响背后的心理机制。两项研究的结果表明,与大众产品广告中的企业环保努力相比,企业在奢侈品广告中的环保努力在消费者中产生了有利的态度,并增加了他们的行为意图。这一过程是由对广告信息的信任推动的,尤其是对于奢侈品牌的消费者来说,他们不会被绿色信息所迷惑。这项研究提供了经验证据,表明当品牌被用来在奢侈品市场推广环保产品时,展示公司对环境承诺的绿色广告可以有效地影响消费者。
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引用次数: 6
The Effect of Seeking Resource Diversity on Post-Alliance Innovation Outcomes 寻求资源多样性对联盟后创新成果的影响
IF 6 Q2 BUSINESS Pub Date : 2021-05-18 DOI: 10.1177/18393349211015335
Richie L Liu, Sakdipon Juasrikul, Sean Yim
Prior research has studied the influence of R&D resource diversity, but such work only examined a single level of resource diversity. Although alliance partners engage in multiple levels of resource diversity to expand their organizational boundary, we have limited knowledge of how to utilize internal and between partners’ R&D resources. Drawing upon the perspectives of the tensions-based view and organizational boundary, we test the effects of three different levels of resource diversities, simultaneously, on post-alliance innovation outcomes. Using a dataset of 320 U.S. publicly traded firms that participated in a strategic alliance and had a patent filing between 1985 and 2010, our results reveal that internal R&D resource diversity, the R&D diversity between partners, and the similarity of industry level negatively effects innovative outcomes. However, both internal R&D resource diversity and similarity of industry level diminish the negative influence of newly acquired R&D resources from partners. We not only contribute to the existing body of work by investigating multiple levels of diversity but also provide insight to practitioners when engaging in such diversities with different levels.
已有研究对R&D资源多样性的影响进行了研究,但这些研究只考察了单个层面的资源多样性。尽管联盟伙伴通过多层次的资源多样性来扩展其组织边界,但我们对如何利用内部和合作伙伴之间的研发资源的了解有限。基于张力理论和组织边界理论,我们同时检验了三种不同层次的资源多样性对联盟后创新结果的影响。基于1985 ~ 2010年间参与战略联盟并提交专利申请的320家美国上市公司的数据,我们的研究结果表明,内部研发资源多样性、合作伙伴之间的研发多样性和行业水平相似性对创新成果具有负向影响。然而,企业内部研发资源的多样性和行业水平的相似性都会减弱合作伙伴新获得研发资源的负面影响。我们不仅通过调查多样性的多个层次来为现有的工作做出贡献,而且还为从事不同层次的多样性的从业者提供见解。
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引用次数: 2
期刊
Australasian Marketing Journal
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