1,720,964 research outputs found
Cause-related marketing as a peripheral cue?
Get PDFx, 128 leaves : ill. ; 29 cm.Even though cause-related marketing has increased in popularity, academic researchers have only started to examine how consumers respond to it. In this study, the author examines cause-related marketing in combination with two major theories: (1) the prospect theory and, (2) the elaboration likelihood model. The objective of this study was to test for main and interaction effects of CRM, consumer involvement and price of product on consumer attitudes and purchase intentions. The results of this study indicate that there were no significant interactions between price of the product, involvement situation and CRM when in an experimental magazine setting. The major overall finding, which was evident throughout all hypotheses, was that advertisements with a CRM claim were far more effective than advertisements without a CRM claim. Regardless of the price, it appears that cause-related marketing affiliations can substantially influence consumer perceptions and ultimately purchase behaviours. Due to its effectiveness in high involvement situations, these findings suggest that CRM does not operate only as a peripheral cue
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Get PDFWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
Dispelling the Myths Behind First-author Citation Counts
Get PDFWe conducted a full-scale evaluative citation analysis study of scholars in the XML research field to explore just how different from each other author rankings resulting from different citation counting methods actually are, and to demonstrate the capability of emerging data and tools on the Web in supporting more realistic citation counting methods. Our results contest some common arguments for the continued
use of first-author citation counts in the evaluation of scholars, such as high correlations between author rankings by first-author citation counts and other citation
counting methods, and high costs of using more realistic citation counting methods that are not well-supported by the ISI databases. It is argued that increasingly available digital full text research papers make it possible for citation analysis studies to go beyond what the ISI databases have directly supported and to employ more
sophisticated methods
Exploring an experiential marketing phenomenon : the dining experience
Get PDFviii, 127 leaves ; 29 cmThis research focuses on dining experience as an example of experience marketing. In this study, the qualitative research method has been used to derive particular concepts involved in the dining experience from the bodies of reviews. Similarly, quantitative content analysis method has been used to provide rich and valuable information about the concepts explored from the qualitative data. Inferential statistics has been used in the study to test hypotheses about the relationships between elements in the dining experience context. The results indicate that food quality is the most important predictor of the dining satisfaction while service quality may not be an effective factor to create satisfaction. Moreover, social needs in dining experience are more evident in dinners than in lunches. The results of the study reveal the effectiveness and applicability of the online review analysis in bringing new insights from dining experience to contribute to the field of experience economy
Consumers' motivations for choosing alternative food retailing modes: Interviews at farmers' markets, truck stalls, and the farm in southern Alberta
Get PDFInterviews were conducted at various alternative markets in Lethbridge and on Granville Island to discover consumers’ motivations for making shopping choices. Experience economy theory (Pine & Gilmore, 1998) and the new dominant logic for marketing theory (Vargo & Lusch, 2004) were utilized to guide the development of predictions. The study revealed that consumers considered the products more expensive but fresher and the atmosphere more appealing at farmers’ markets than at supermarkets or grocery stores. Moreover, consumers visited farmers’ markets because they wanted to support the local economy and protect the environment. Consumers shopping at truck stalls and the farm believed the markets or their products shared the benefits of freshness, healthiness, seasonality, tastiness, as well as the costs of high prices, limited selection, and an inconvenient shopping environment, with farmers’ markets. Consumers at truck stalls and the farm were concerned about the atmosphere, the local economy, and the environment as well
An experimental comparison of celebrity spokespersons' credibility, attractiveness, expertise, and identification on attitudes toward the ads and future interest
Get PDF70 leaves : ill. ; 29 cm.This study examines several attributes of celebrity spokespersons in advertising. More specifically, credibility, attractiveness, expertise and identification with the celebrity are examined with regard to attitudes toward the ads and future interest in the product or service. The hypotheses imply that celebrity endorsers’ credibility, attractiveness, expertise, and identification with the viewers enhance the attitudes toward the ads and future interest in the product or service. Results showed that perceived expertise and identification had significant effects on both attitudes toward the ads and future interest in the product or service. Increased credibility had significant effects on future interest about the product of service but not on attitudes toward the ads, while increased attractiveness had significant effects on attitudes toward the ads but not on future interest about the product or service. Implications of advertising strategy and limitations of this research were discussed
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