2,768 research outputs found
Ask questions, get sales : close the deak and create long-term relationships / Stephan Schiffman.
No full textIncludes index.v, 168 pages ;In Ask Questions, Get Sales, the author and sales guru Stephan Schiffman helps readers boost their careers to the gold-medal level by teaching them how to strengthen their questioning skills during the sales process. The premise is simple yet effective: In order to be successful, salespeople need to change their mindset from "need-orientated" to "do-orientated". The message of the book centers around six core "do" questions: What do you do? How do you do it? When and where do you do it? Why do you do it that way? Who do you do it with? How can we help you do it better? With this indispensable guide in their briefcase, salespeople will have information at the ready to score big sales over the short term and the long term
Neural correlates of the affect heuristic during brand choice
No full textIn this working paper it is investigated how affect and cognition interact in consumer decision making. The research framework is multidisciplinary by applying a neuroscientific method to answer the question which information is processed during brand choice immediately when the decision is computed in the test person’s brain. In a neuroscientific experiment test persons perform binary decision-making tasks between different brands of the same product class. The results suggest that the presence of the respondent’s first choice brand leads to a specific modulation of the neural brain activity, which can be described as neural correlate of Slovic’s affect heuristic concept.Neuroeconomics, brand choice, cognition, affect
Unemployment Benefits and Unemployment Rates of Low-Skilled and Elder Workers in West Germany: A Search Equilibrium Approach
No full textApproach Author & abstract Download 16 References 1 Citations Related works & more Corrections Author Listed: Launov, Andrey ([email protected]) (University of Kent) Wolff, Joachim ([email protected]) (Institute for Employment Research (IAB), Nuremberg) Klasen, Stephan ([email protected]) (University of Göttingen) Registered: Stephan Klasen Abstract In this paper we investigate whether the extension of the entitlement to unemployment benefits in the mid 80s can explain the increase in the unemployment rates of unskilled and elder workers in western Germany. To answer this question we estimate a version of the Burdett-Mortensen search equilibrium model and analyze how workers’ search behaviour responded to these reforms. We try both nonparametric and fully-parametric estimation methods and identify the cases in which the nonparametric approach cannot be applied. We find that the entitlement reforms are largely responsible for the increase of unemployment among unskilled workers
Unemployment Benefits and Unemployment Rates of Low-Skilled and Elder Workers in West Germany: A Search Equilibrium Approach
No full textApproach Author & abstract Download 16 References 1 Citations Related works & more Corrections Author Listed: Launov, Andrey ([email protected]) (University of Kent) Wolff, Joachim ([email protected]) (Institute for Employment Research (IAB), Nuremberg) Klasen, Stephan ([email protected]) (University of Göttingen) Registered: Stephan Klasen Abstract In this paper we investigate whether the extension of the entitlement to unemployment benefits in the mid 80s can explain the increase in the unemployment rates of unskilled and elder workers in western Germany. To answer this question we estimate a version of the Burdett-Mortensen search equilibrium model and analyze how workers’ search behaviour responded to these reforms. We try both nonparametric and fully-parametric estimation methods and identify the cases in which the nonparametric approach cannot be applied. We find that the entitlement reforms are largely responsible for the increase of unemployment among unskilled workers
Application of Stereotypes in Marketing: Gender Cues and Brand Perception
No full textStereotypes and their applications and implications have emerged as an important area of investigation in the field of marketing. Yet, despite the growing interest and relevance of stereotypes among marketing scholars, the marketing literature lacks a cohesive understanding of their concept and application. In particular, little research in the field of consumer behavior has examined the effects of stereotypes on brand perception and the subsequent influence on consumer purchase intention.
The goal of this dissertation is to create a deeper and more cohesive understanding of stereotypes and their implications for marketing practitioners, with a particular focus on gender stereotypes and brand perception. This dissertation consists of three projects.
The first project outlines a conceptual framework of stereotypes and their application in the field of marketing by integrating knowledge from social psychology literature with knowledge from consumer behavior and marketing. Based on this framework, gaps in the marketing literature are identified and suggestions for future research are provided.
Building upon project one, project two seeks to identify applications of stereotypes in the field of marketing. In particular, project two explores whether the use of gender stereotypes via gender cues (e.g., colors such as blue or pink) in a product description can influence brand perception along the warmth and competence dimensions and, consequently, impact upon consumer purchase intention. Further, the effect of gender cues is tested dependent upon the gender type of the product. The results indicate that feminine cues enhance perceived warmth which, in turn, increases purchase likelihood for masculine products. Perceived warmth serves as a mediator between the gender cue and purchasing likelihood, yet competence does not.
Project three builds upon and integrates the findings from project two by investigating the effect of gender cues in the presence of warmth and competence cues. Thereby, a theoretical framework is proposed which takes multiple warmth and competence cues into account. Subsequently, this theoretical framework is used to assess the effects of gender cues, as well as warmth and competence cues, on consumer perception of brands and their purchase intention. Consistent with the theoretical framework, this project explores that feminine cues enhance perceived brand warmth and purchase intention when paired with a high competence cue, yet backfires when paired with a low competence cue. In contrast, implicit masculine gender cues enhance perceived brand competence and purchase intention when paired with low competence cues yet backfire when combined with high competence cues.
Overall, this dissertation proposes recommendations on how practitioners are able to effectively use gender cues (i.e., butterflies, bears, circles, squares, colors such as pink and blue) as part of gender stereotypes within a firm’s marketing efforts (i.e., background of print ads or on the product packaging) to achieve desired consumer brand perception and improve purchase likelihood
Measuring Vulnerability to Poverty Using Long-Term Panel Data
No full textMeasuring Vulnerability to Poverty Using Long-Term Panel Data Author & abstract Download & other version 16 References 4 Citations Related works & more Corrections Author Listed: Katja Landau (Georg-August-University Göttingen) Stephan Klasen (Georg-August-University Göttingen) Walter Zucchini (Georg-August-University Göttingen) Registered: Stephan Klasen Abstract We investigate the accuracy of ex ante assessments of vulnerability to income poverty using cross-sectional data and panel data. We use long-term panel data from Germany and apply di fferent regression models, based on household covariates and previous-year equivalence income, to classify a household as vulnerable or not. Predictive performance is assessed using the Receiver Operating Characteristics (ROC), which takes account of false positive as well as true positive rates. Estimates based on cross-sectional data are much less accurate than those based on panel data, but for Germany, the accuracy of vulnerability predictions is limited even when panel data are used. In part this low accuracy is due to low poverty incidence and high mobility in and out of poverty
The use of corporate reputation in the development of brand image strategy in the Taiwanese pharmaceutical industry
No full textThis thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.This doctoral research aims to investigate the reputation building process of companies and to examine the applicability of western-developed theories about the uses of corporate reputation in a non-western context. It is the first study that synthesises three theories (value creation, strategic resources and corporate communication) to examine the strategic consequences of the uses of corporate reputation.
Corporate reputation is an attribute or a set of attributes ascribed to a firm and inferred from the firm’s past actions. It is the belief of market participants about a firm’s strategic character (Weigelt and Camerer, 1988). Also, corporate reputation is the public’s cumulative judgement of a firm over time (Roberts and Dowling, 2002).
The review of theoretical literature indicates the uses of corporate reputation by business organizations can be theorized along six dominant paradigmatic perspectives: 1-public relations; 2-marketing; 3-management, 4-economic; 5-sociological; 6-finance and accounting. The uses of corporate reputation in these six paradigms are comprehensively discussed. The objective of this study is to establish the use of corporate reputation in the development of brand image strategy. A review of the uses of the concept of corporate reputation is discussed in detail in chapter 2.
The review of the literature also identified a research gap by showing that scarce research has been conducted on how these three main functions (value creation, strategic resources and corporate communication) affect a company’s brand positioning strategy. The following research question thus is proposed: How do (Taiwanese pharmaceutical) companies use their corporate reputation to develop a brand image strategy?
The research hypotheses based on three theories (value-based theory, resource-based theory and integrated marketing communication theory) appear in Chapter 3. The research question is constructed theoretically, and then a conceptual model, which begins with three antecedents of corporate reputation and simultaneously illustrates the outcomes of their use, are discussed.
The construct of the uses of corporate reputation has three dimensions: value creation, strategic resources and corporate communication. Each of these three dimensions includes several items. The items were proposed based on the previous researchers’ summaries and the qualitative interview. The researcher will then depict the proposed research conceptual framework and a number of hypotheses that will be further investigated and tested.
Then the quantative study was completed by providing the data analysis and the results were explained. A multi-stage procedure was involved in this research. First, data examination and screening to prepare for subsequent quantitative analyses and then the descriptive statistics were presented. Second, a reliability test was performed on measurement scales to ensure that they achieve an acceptable level of reliability for further analysis. The resulting solutions were then re-assessed using confirmatory factor analysis. Finally, PLS (Partial Least Squares) was used to test the hypothesized relationships between the research constructs as postulated in the conceptual model, and to assess the overall goodness-of-fit between the proposed model and the collected data set.
The researcher then discusses the validation of the measurement model and the research findings. The findings are then further discussed in terms of the contribution to marketing theory and relevance to marketing managers. Then the items of adapted scales were subjected to several rounds of adjustments and were finally found to possess acceptable measurement properties. Reliability and construct validity tests indicated that all scales satisfied widely accepted criteria such as the minimum reliability of 0.7. The results of scale purification will be discussed. And an evaluation of the research hypotheses and their significance are summarized, the findings of all hypotheses testing will be reviewed and compared with previous research.
According to the research findings, the hypotheses that value creation, as one dimension of corporate reputation, has a positive impact on brand segmentation, brand differentiation and brand positioning are all accepted. The hypotheses that strategic resource, as one dimension of corporate reputation, has a positive impact on brand segmentation and brand differentiation are rejected. However, the hypothesis that strategic resource, as one dimension of corporate reputation, has a positive impact on brand positioning is accepted. The hypotheses that corporate communication, as one dimension of corporate reputation, has a positive impact on brand segmentation and brand differentiation are both accepted. The hypothesis that corporate communication, as one dimension of corporate reputation, has a positive impact on brand positioning is partially supported. Finally, the hypothesis that the (see in Table 5.18) moderating effect of price policy on corporate reputation has a positive impact on brand image strategy is partially but negatively supported.
This thesis makes a significant contribution to the study of corporate reputation of firms in the Taiwanese pharmaceutical industry from the robustness of the qualitative and quantitative data collection
Measuring Vulnerability to Poverty Using Long-Term Panel Data
No full textMeasuring Vulnerability to Poverty Using Long-Term Panel Data Author & abstract Download & other version 16 References 4 Citations Related works & more Corrections Author Listed: Katja Landau (Georg-August-University Göttingen) Stephan Klasen (Georg-August-University Göttingen) Walter Zucchini (Georg-August-University Göttingen) Registered: Stephan Klasen Abstract We investigate the accuracy of ex ante assessments of vulnerability to income poverty using cross-sectional data and panel data. We use long-term panel data from Germany and apply di fferent regression models, based on household covariates and previous-year equivalence income, to classify a household as vulnerable or not. Predictive performance is assessed using the Receiver Operating Characteristics (ROC), which takes account of false positive as well as true positive rates. Estimates based on cross-sectional data are much less accurate than those based on panel data, but for Germany, the accuracy of vulnerability predictions is limited even when panel data are used. In part this low accuracy is due to low poverty incidence and high mobility in and out of poverty
Supplemental Material, DS_10.1177_0022242918822300 - Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities
No full textSupplemental Material, DS_10.1177_0022242918822300 for Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities by Dennis Herhausen, Stephan Ludwig, Dhruv Grewal, Jochen Wulf, and Marcus Schoegel in Journal of Marketing</p
Do Private Labels Generate Loyalty? Empirical Evidence for German Frozen Pizza
No full textfood retailing, private labels, brand loyalty, panel data, hazard analysis, Consumer/Household Economics, Demand and Price Analysis, Institutional and Behavioral Economics, Marketing,
- …
