1,721,006 research outputs found
Brand associations in cooperative business relationships : structure, dimensions and spillover effects
No full textFull text is available to authenticated members of The University of Auckland only.With the increase in inter-firm activities, whether joint promotion, co-branding, joint ventures, alliances, or other types of organisational cooperation, an individual firm stands to become much more dependent on consumers' associations with its cooperative partners. The purpose of this thesis is to explore the extent to which consumers' associations with a focal brand spill over to a partner brand and vice versa. However, there are problems associated with the measurement of a brand's associations, in particular with the measurement of trust. Consequently, in order to achieve this goal, three specific objectives were set, namely (1) to explore the structure and dimensionality of brand trust, (2) to understand the structure and dimensionality of brand association, and (3) to measure the transfer, the so-called spillover effects, of a focal brand's associations to and from a partner brand in a brand alliance context. Survey data from 386 consumers of a household paints brand, 299 consumers of a cellular network brand, 92 consumers of a cellular handsets brand and 92 organisational customers of an information technology firm explore the first two objectives. Findings suggest that brand association is better conceptualised as a multi-dimensional construct as opposed to a unidimensional multi-faceted construct. Although these findings are exploratory, there is evidence to suggest that this includes relational dimensions such as trust and reputation. However, an in-depth exploration of trust shows that a unidimensional consumer-based conceptualisation provides an acceptable measure for trust in consumer brands when compared to competing, multi-dimensional conceptualisations. In contrast, a multidimensional model of trust provides a superior conceptualisation when applied to a firm with organisational customers. The third and final objective of this thesis looks at experiment data from 91 subjects and explores the transfer of brand associations between firms in the context of a brand alliance. The results suggest that consumers' attitude toward the alliance affects their evaluation of both the focal and the partner brand. However, the strength of existing associations affects the extent to which brands are susceptible to spillover effects. Moreover, a moderating effect of familiarity was observed, whereby less familiar brands experience greater effects from the alliance than more familiar brands. No such effect was observed for antecedents of consumers' evaluation of the alliance. Thus, in this study, familiarity had no differential impact on alliance evaluation. This thesis contributes to knowledge in marketing by providing empirical evidence for the transfer and direction of brand associations in a network economy. It shows that consumers' associations with a focal brand are partly determined by their associations with a partner brand
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe 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
Economic outcomes of customer engagement:Emerging fi ndings, contemporary theoretical perspectives, and future challenges
No full textCustomers nowadays are very active on social media and social networks, in which they, for instance, discuss companies and their brands (Hennig-Thurau et al., 2010). Key facilitating factors in this area include social media (e.g. Facebook and Twitter), which have increased the connectivity of customers and fi rms (e.g. Liu-Thompkins and Rogerson, 2012). As a result, customer value becomes more important for companies. For instance, the share of customer value in enterprise valuation is rising (from less than 10 per cent in 2003 to almost 20 per cent in 2013; Binder and Hanssens, 2015), research company Forrester speaks about a new era of ‘the age of the customer’ (Band, 2012), many companies have increased investment in CRM technologies (Band, 2010), and over 80 per cent of chief marketing offi cers report to expect a rising use of online customer behaviour data within their companies (cf. www.cmosurvey.org).</p
Variations on the Author
Full text link“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
Economic outcomes of customer engagement:emerging findings, contemporary theoretical perspectives and future challenges
No full textCustomers nowadays are very active on social media and social networks, in which they, for instance, discuss companies and their brands. Key facilitating factors in this area include social media, which have increased the connectivity of customers and firms. As a result, customer value becomes more important for companies. For instance, the share of customer value in enterprise valuation is rising (from less than 10 per cent in 2003 to almost 20 per cent in 2013, research company Forrester speaks about a new era of ‘the age of the customer’, many companies have increased investment in CRM technologies, and over 80 per cent of chief marketing officers report to expect a rising use of online customer behaviour data within their companie
Appropriate Similarity Measures for Author Cocitation Analysis
Full text linkWe 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
Full text linkWe 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
koamabayili/VECTRON-author-checklist: VECTRON author checklist
No full textWe have done our best to complete the author checklist relating to the use of animals in the hut study. Note that the objective for the hut study was to evaluate the IRS treatment applications for residual efficacy against Anopheles mosquitoes, including the local An. coluzzii mosquito population. Cows were only used to attract mosquitoes into the huts and no tests were carried out directly on the cows. The author checklist is intended for use with studies where experiments are carried out on animals, which is why we have had such difficulty in completing this for the hut study, as many of the questions do not relate to how the cows were used
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