{"title":"每个年龄都有它的优点和缺点:使用fsQCA评估品牌成立日期(DFM)对品牌态度的影响","authors":"Mathieu Alemany Olivier","doi":"10.59876/a-6sx4-a9sp","DOIUrl":null,"url":null,"abstract":"This research addresses a rather ordinary managerial problem whose answer is often—and wrongly—built from common sense: Should I mention my brand’s date of establishment on my logotype and more generally communicate it, especially when it is old? A fuzzy-set qualitative comparative analysis shows that communicating the establishment date does not always lead to a positive attitude of the consumer towards the brand. The presence of the establishment date on the logotype can even be harmful for some brands.","PeriodicalId":51434,"journal":{"name":"Management International Review","volume":null,"pages":null},"PeriodicalIF":3.9000,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Chaque âge a ses faveurs… et ses fléaux : Évaluation de l’influence de la date de fondation de la marque (DFM) sur l’attitude envers la marque à l’aide d’une fsQCA\",\"authors\":\"Mathieu Alemany Olivier\",\"doi\":\"10.59876/a-6sx4-a9sp\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This research addresses a rather ordinary managerial problem whose answer is often—and wrongly—built from common sense: Should I mention my brand’s date of establishment on my logotype and more generally communicate it, especially when it is old? A fuzzy-set qualitative comparative analysis shows that communicating the establishment date does not always lead to a positive attitude of the consumer towards the brand. The presence of the establishment date on the logotype can even be harmful for some brands.\",\"PeriodicalId\":51434,\"journal\":{\"name\":\"Management International Review\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.9000,\"publicationDate\":\"2023-01-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Management International Review\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.59876/a-6sx4-a9sp\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"MANAGEMENT\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Management International Review","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.59876/a-6sx4-a9sp","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"MANAGEMENT","Score":null,"Total":0}
Chaque âge a ses faveurs… et ses fléaux : Évaluation de l’influence de la date de fondation de la marque (DFM) sur l’attitude envers la marque à l’aide d’une fsQCA
This research addresses a rather ordinary managerial problem whose answer is often—and wrongly—built from common sense: Should I mention my brand’s date of establishment on my logotype and more generally communicate it, especially when it is old? A fuzzy-set qualitative comparative analysis shows that communicating the establishment date does not always lead to a positive attitude of the consumer towards the brand. The presence of the establishment date on the logotype can even be harmful for some brands.
期刊介绍:
Management International Review publishes research-based articles that reflect significant advances in the key areas of International Management. Its target audience consists of scholars in International Business Administration.
Management International Review is a double-blind refereed journal that aims at the advancement and dissemination of research in the fields of International Management. The scope of the journal comprises International Business, Cross-Cultural Management, and Comparative Management. The journal publishes research that builds or extends International Management theory so that it can contribute to International Management practice.
Management International Review welcomes both theoretical and empirical work. Original papers are invited that are based on a solid theoretical basis and a rigorous methodology. In the area of empirical studies, the journal publishes both quantitative and qualitative research. To be published in
Management International Review, a paper must make strong contributions and highlight the significance of those contributions to the field of International Management. The editors are especially interested in manuscripts that break new ground rather than papers that make only incremental contributions.
Management International Review publishes articles and research notes. Every year, six issues are published. On average, two of these issues are Focused Issues, which concentrate on a specific subfield of International Management.