1,720,985 research outputs found
Why am I willing to spend money on experiences that are dependent on others? - A case in in-game purchasing
No full textNot everyone appreciates the benefits of social support: the effects of relational self and attachment styles
No full textResearch on virtual communities and social support are well documented in psychology and marketing literature. There has been little research on how people react to the health-related information provided by other community members. Drawing from social support, attachment style, and relational self literatures, this research proposes a conceptual framework to examine these issues in the healthcare context, and seeking to understand how marketing messages can affect one’s attitude toward the healthcare community
The impacts of dialectical thinking and perceived fit between brand personalities on cobrand evaluations
No full textCobranding is a popular marketing strategy employed by many of today’s leading brands. It often involves two parent brands joining forces to launch a new product line. For example, Bulgari and Ritz-Carlton jointly market the Bulgari hotels and resorts. Nike and Apple brought music and exercise together when develop the Sports Kit. The choice of which company to team up with is always a concern to marketing academics and practitioners. The image consistency theory suggests that brands should collaborate with those who share similar brand personality. Little research addresses how consumers respond to cobrands with two distinct and conflicting brand personalities. Given that much of branding strategies involves creating a desired personality, which has been linked directly to consumer preference (Aaker 1999), this gap is significant
Cobrand personality evaluation: the role of dialectical self
No full textThe rapid growth of Chinese market has encouraged many Western brands collaborate with Chinese brands through cobranding strategy. Brand managers often face the challenges of selecting the one who may carry a distinct brand personality on the basis of a potential low level of perceived fit. This research builds on Monga and Lau-Gesk (2007), proposes dialectical self - captures East Asians' cognitive tolerance of conflicts, ambiguities and inconsistencies in self-concept domain, is an individual difference variable that may explains East Asian consumers' attitudinal differences toward a cobrand who may have traits associated with more brand personalities. Four experiments were conducted with the data from both China and Thailand. The results show that perceived fit mediates the negative relationship between dialectical self and cobrand evaluation. More importantly, the effects of dialectical self are also moderated by one's acculturation experience. As immigration and globalization are two forms of acculturation, the effects of dialectical self are only evidenced within immigration-based acculturation group
The erosion of UK Higher Education: "Are Students Our Consumers?"
No full textGiven the rapid growth of the higher education sector in UK and the challenges it has faced in the past two decades, the government recognizes that a more concise, economical, and efficient management system for higher education should be established. This system requires all relevant institutions to locate students at the core of higher education services and treat them as consumers of higher education. The government has repeatedly stressed that students spend money to receive education and they must feel that they gain "value for money." Students are involved in drawing up curriculum standards, quality assessment, and preparation of the syllabus. Such "student-centered" working philosophy, which is characterized by comprehensiveness, specialization and standardization, is deeply embedded in teaching, research, management, and student affairs. The current mainstream of world higher education development is market-based and student-centered. On one hand, the students' willingness to consume and their actions determine the direction of higher education development. On the other hand, "students as consumers" are slowly eroding the traditional ethos of the higher education system. Module marks become a kind of good that can be bargained for, and the essence of education is slowly changing
Smile or Pity? Examine the impact of emoticon valence on customer satisfaction and purchase intention
No full textEmoticons are pictorial/textual depictions of facial expressions used in marketing communications. Little is known about how customers interpret positive or negative emoticons used by customer service employees in service failure contexts. We investigate the impact of emoticon type on customer satisfaction and re-purchasing intention, and examine the sequential mediating role of perceived sincerity and willingness to forgive. Results show that the use of a negative emoticon in a response leads to a higher level of customer satisfaction and re-purchasing intention than responses with a positive emoticon. We further demonstrate that customers perceive that the presence of a negative emoticon in a response is more sincere and generates a higher level of forgiveness than those responses that use positive emoticons, but only when the communal relationship is salient in the customer’s mind. Our findings offer important theoretical and practical implications in service failure contexts
Influences of culture and language: Intentional or unintentional switch of thinking pattern?
No full textAdvertising to bicultural consumers: the role of dialecticism and bicultural identity integration on persuasion
No full textContradictions, inconsistencies and ambiguities: cobrand personalities and dialectical thinking among bicultural consumers
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