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

IF 3.9 3区管理学 Q2 MANAGEMENT Management International Review Pub Date : 2023-01-01 DOI:10.59876/a-6sx4-a9sp

Mathieu Alemany Olivier

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引用次数: 0

摘要

这项研究解决了一个相当普通的管理问题，其答案往往是错误地建立在常识之上:我是否应该在我的标识上提到我的品牌成立日期，并更广泛地传达它，尤其是当它是旧的时候?模糊集定性比较分析表明，传达建立日期并不总是导致消费者对品牌的积极态度。在商标上出现生产日期甚至可能对一些品牌有害。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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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.

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来源期刊

Management International Review MANAGEMENT-

CiteScore

6.50

自引率

11.60%

发文量

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.