Suchergebnisse

This article analyzes the effects of diversification and brand breadth on firm performance for professional service firms (PSFs). The research aim is two-fold. First, we test whether moving into products may put at risk the core resources that sustain PSFs' competitive advantage. Second, we study which branding strategies best match their diversification attempts. Broad (narrow) brands characterize a branding strategy with scarce (plentiful) associations to specific product characteristics. We analyzed trademark portfolios of 47 U.S.-based management consulting firms in the 2000 to 2009 time period. Panel regression results suggest that (1) PSFs always benefit from diversification when they remain pure-service providers; (2) performance is positively related to a strategy of specialized narrow brands.

Despite the importance of branding in customer acquisition, little is known about the extent to which brand salience influences brand choice intention of new customers. Drawing upon associative network memory theory, we propose that brand salience is composed of brand prominence and brand distinctiveness, which are linked to brand choice intention of new customers. Our theoretical contention was empirically examined in the context of monetary donation to international aid-related charities by new donors. A mixed-method approach was utilized with semi-structured interviews with practitioners and donors, and two cross-sectional surveys. The study offers a holistic view for understanding brand salience and, as such, advances recent work focusing on the breadth and depth of brand associations in the customer's mind.

Proposes that consumers shop for brand meanings, not just goods and services. Brands offer consumers intagible benefits such as symbolic relationship, a vicarious experience, and even a sense of identity. This semiotic dimension of brands, has more that academic interest for firms, since the breadth and depth of the meanings consumers associate with the brand name and logo have measurable impact on the firm's financial performance

This article analyzes the effects of diversification and brand breadth on firm performance for professional service firms (PSFs). The research aim is two-fold. First, we test whether moving into products may put at risk the core resources that sustain PSFs' competitive advantage. Second, we study which branding strategies best match their diversification attempts. Broad (narrow) brands characterize a branding strategy with scarce (plentiful) associations to specific product characteristics. We analyzed trademark portfolios of 47 U.S.-based management consulting firms in the 2000 to 2009 time period. Panel regression results suggest that (1) PSFs always benefit from diversification when they remain pure-service providers; (2) performance is positively related to a strategy of specialized narrow brands.

PurposeThis study aims to understand how different levels of streamer channels influence luxury brand sales in live streaming commerce. This study also seeks to understand the conditions under which luxury brands may benefit more from different level streamer channels.Design/methodology/approachPanel data were collected from 17 international luxury brands on the Douyin live streaming platform in an 18 week period from August to December 2020 and analyzed by using a two-way fixed effects model.FindingsThe authors compared different mega-, macro- and micro-streamer channels within live streaming commerce and found that the densities of mega- and macro-streamer channels had significant positive impacts on luxury brand sales in live streaming commerce. Moreover, the effects of the density of streamer channel on luxury brand sales were moderated by such variables as product line breadth, product line depth, product type (star/non-star) and product price (high/low). The authors found that product line breadth and depth could reduce the positive impact of the densities of mega- and macro-streamer channels on luxury brand sales. For star products and high-priced products, the relationship between the density of mega-streamer channel and luxury brand sales was more likely to be observed than for non-star products and low-priced products. The relationship between the density of macro-streamer channel and luxury brand sales was more likely to be observed in low-priced products than in high-priced products.Originality/valueThe findings make important contributions to the literature in that the authors expand the influencer-brand fit theory by proposing a new model of effects of the densities of mega-, macro- and micro-streamer channels on sales performance across different luxury products to improve our understanding of the fit among influencers, brands and products. This helps luxury brands make basic decisions of "who sells" and "sells what" when engaging in live streaming commerce.

ABSTRACTMediterranean marketing is an ideological approach to marketing grounded on a corpus of distinctive values characterizing the market orientation of companies located both within and beyond the Mediterranean basin. Among Mediterranean values, this study focuses on connectivity, a largely under‐researched construct in marketing. Through an in‐depth analysis of Prada's "Made in Worlds" branding strategy, we extend both conceptualization of and managerial guidance on marketing connectivity. In detail, we identify the following: (i) three principles guiding connectivity (spatial, temporal, and disciplinary connectivity); (ii) two levels of reification (product and retail level) that translate this strategy into practice; and (iii) two types of connectivity (institutionalized and deliberate connectivity) that differ in breadth and origin of strategy. Copyright © 2014 John Wiley & Sons, Ltd.

We measure the breadth of insurance networks in the Massachusetts health insurance exchange. Using our measures, we estimate consumer willingness-to-pay for broad and narrow networks. We find that consumers have a wide range of plans available with dramatically different networks. While consumers value broader networks, their willingness-to-pay is smaller than the brand premium, indicating an additional role for brand preferences. Consumers place additional value on star hospitals, which may affect upstream negotiations. Finally, we find significant geographic heterogeneity in the value of broad networks.

Abstract
Many metrics used to evaluate brick and mortar channels have equivalents online, but there are also some new metrics that marketers should monitor. Distribution breadth and depth refer to how easily a consumer can find a store that stocks the brand and find the brand within the store. Being findable online where and when consumers search for the category is just as crucial.
In a successful cooperation, neither distribution partner can afford to focus only on ist own performance at the expense of the other—at least not for too long. The partnership must be profitable for both, so both perspectives require monitoring. Suppliers need to understand where their target market searches and when, why and where it buys to decide where they should expand and who they should reward.

Funding agesncies: Spanish Government (grant nr. ECO2014-58472-R), Junta de Andalucia (grant nr. P11-SEJ-7294) and European Commission (grant nr. 691192) ; This article investigates, through the country-of-origin effect and value-in-use lenses, how the implementation of digital services creates opportunities for cultural industries to expand internationally. We argue that intrinsic attributes of cultural content such as the capacity to entertain are difficult to parameterize because they are somewhat experiential and subjective. This means that extrinsic cues are essential to foreign consumers when making a decision to purchase digital services. We specifically evaluate the influence of Britishness, cultural distance, exoticness, brand image, and flag-brand congruence on the purchase intentions of consumers in foreign markets. This study employs a unique consumer dataset with information on the internationalization of British cultural digital services. The depth and breadth of the survey data collected through collaboration with a UK media industry partner with a globally recognised brand is significantly richer than data used in previous studies. In particular, the study exploits a survey with 5,200 usable data points from consumers residing in fourteen geographically dispersed countries. Findings support theoretical predictions that Britishness, cultural distance, exoticness, brand image and flag-brand congruence are positively linked to the purchasing decisions. Theoretical and managerial implications are discussed. ; authorsversion ; published

In Get in the Game: How to Level Up Your Business with Gaming, Esports, and Emerging Technologies, decorated gaming and social media research and marketing executive Jonathan Stringfield delivers a roadmap to understanding and navigating marketing and business integrations into the gaming ecosystem: who plays games (and why), how modern games are created and oriented around the world of esports, and where brands can get involved with modern games. This book explains the breadth and depth of the gaming audience, describing the rapidly changing demographics of modern games and the various motivations gamers have for playing games. It also unpacks the history of gaming and how it has impacted the creative processes and output from the industry. Finally, it offers a practical guide for brands wishing to integrate themselves into new gaming environments, with an emphasis on maximizing success for marketers, developers, content creators, and fans. Perfect for marketing strategists, brand managers, and chief marketing officers, Get in the Game will also earn a place in the libraries of executives seeking to connect with the misunderstood yet largest segment in consumer entertainment.

PurposeSince influencer marketing becomes more sophisticated, it is difficult for brands to manage the strategy and process of this marketing practice. With a practical focus, this study aims at helping marketers cope with the challenge by developing conceptual typologies for influencers and followers and suggesting marketing implications for each type of influencer and follower.Design/methodology/approachThis study subscribes to the perspectives of virtual community and social information processing to develop conceptual typologies for influencers and followers based on their essential characteristics.FindingsBased on levels of expertise and interactivity, influencers can be categorized as broadcasters, leaders, friends and companions. Each type has advantages in certain branding objectives (e.g. increasing awareness, inducing judgments and feelings, building brand and user imagery, encouraging pro-brand behaviors and managing relationships) and is associated with certain marketing limitations (e.g. reach, domain breadth, informational support, brand congruence and relationship management). Based on levels of behavioral engagement and the point of attachment, followers are categorized into spectators, participants, admirers and advocators, with specific marketing communication strategies most effective for each type (e.g. strategies of content, narratives, engagement and co-branding).Originality/valueThe study translates the idea of influencer community into a practically useful framework for practitioners to best leverage influencer marketing and an innovative perspective for scholars to further investigate the phenomenon.

Support a number of intermediate law courses with this brand new edition of our bestselling introductory textbook by Jacqueline Martin. Authoritative and reliable, The English Legal System, 7th edition, ensures that students have a comprehensive understanding of the English Legal System. Written by Jacqueline Martin, who has helped hundreds of thousands pass their exams and enjoy their studies, it maintains a balance between deep insight and easy reading so students can reach their highest potential. The breadth of coverage is especially useful for A level OCR and WJEC Law students, as it cove.

Drawing on a vast array of research contexts ranging from brand collecting, globalizing food in India, and art consumption to rock festivals, dog shows, and fan fiction, this volume suggests both the breadth and depth encompassed by Consumer Culture Theory (CCT). CCT is a specific interpretive approach to understanding consumer behavior that has crystallized in the past few years out of an evolving stream of research conducted over the past few decades. These chapters present cutting edge CCT research and are a subset of the work presented at the first CCT Conference. Besides its focus on cons

This book collects Thomas Risse's most important articles together in a single volume. Covering a wide range of issues – the end of the Cold War, transatlantic relations, the "democratic peace," human rights, governance in areas of limited statehood, Europeanization, European identity and public spheres, most recently comparative regionalism – it is testament to the breadth and excellence of this highly respected International Relations scholar's work. The collection is organized thematically – domestic politics and international relations, international sources of domestic change, and the diffusion of ideas and institutions – and a brand new introductory essay provides additional coherence. This text will be of key interest to scholars and students of International Relations, European Politics, and Comparative Politics.