27 results on '"Helm, Sabrina"'
Search Results
2. A NEW MARKETING MANIFESTO FOR A CHANGING CLIMATE.
- Author
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Helm, Sabrina and Little, Vicki
- Subjects
CLIMATE change ,RESOURCE exploitation ,MACROMARKETING - Published
- 2022
Catalog
3. Growing Existing Customers' Revenue Streams Through Customer Referral Programs.
- Author
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Garnefeld, Ina, Eggert, Andreas, Helm, Sabrina V., and Tax, Stephen S.
- Subjects
BUSINESS referrals ,WORD of mouth advertising ,CONSUMER preferences research ,CUSTOMER loyalty ,CUSTOMER retention ,COMMITMENT (Psychology) - Abstract
Customer referral programs are an effective means of customer acquisition. By assessing a large-scale customer data set from a global cellular telecommunications provider, the authors show that participation in a referral program also increases existing customers' loyalty. In a field experiment, recommenders' defection rates fell from 19% to 7% within a year, and their average monthly revenue grew by 11.4% compared with a matched control group. A negative interaction between referral program participation and customer tenure reveals that the loyalty effect of voicing a recommendation is particularly pronounced for newer customer-firm relationships. A laboratory experiment further demonstrates that referral programs with larger rewards strengthen attitudinal and behavioral loyalty, whereas smaller rewards affect only the behavioral dimension. This article contributes to our theoretical understanding of the roles played by the commitment-consistency principle and positive reinforcement theory as mechanisms underlying the effectiveness of customer referral programs. [ABSTRACT FROM AUTHOR] more...
- Published
- 2013
- Full Text
- View/download PDF
4. MONETIZING THE INTANGIBLE VALUES OF CUSTOMERS: THE EXAMPLE OF REFERRALS.
- Author
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Helm, Sabrina
- Subjects
CUSTOMER relations ,BUSINESS referrals ,MARKETING ,BUSINESS networks ,PROFITABILITY ,CUSTOMER loyalty - Abstract
Models of the value of customer relationships are mostly based on monetary contributions of customers. Recently, efforts to "make tangible the intangible" and to include non-monetary contributions of customers have been put forward which mostly focus on customers' referrals. The paper discusses different models of referral valuation and the effects of integrating intangible components in customer lifetime valuation [ABSTRACT FROM AUTHOR] more...
- Published
- 2004
5. Rearranging Deck Chairs or Righting the Course? Exploring the Role of Marketers in Climate Change Adaptation.
- Author
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Helm, Sabrina, Little, Vicki, and Kemper, Joya
- Subjects
CLIMATE change ,MARKETING ,MACROMARKETING ,SUSTAINABILITY ,WELL-being - Published
- 2020
6. Adding Flavor to Ethnic Foods: The Effect of Ethnic Congruence on Authenticity and Perceived Taste.
- Author
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Yahui Kuo, Helm, Sabrina V., and Lotz, Sherry
- Subjects
ETHNIC foods ,ETHNICITY ,COSMOPOLITANISM ,AUTHENTICITY (Philosophy) ,TASTE - Published
- 2020
7. May We Buy Your Love? Psychological Effects of Incentives on Writing Likelihood and Valence of Online Product Reviews.
- Author
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Garnefeld, Ina, Helm, Sabrina V., and Grötschel, Ann-Kathrin
- Subjects
PRODUCT configuration systems ,PRODUCT reviews ,SOCIAL exchange ,COUNTERFACTUALS (Logic) ,CUSTOMER satisfaction - Published
- 2019
8. How Does Consumer Mindfulness Curb Overconsumption?
- Author
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Helm, Sabrina V. and Subramaniam, Brintha
- Subjects
CONSUMER behavior ,RESOURCE exploitation ,WELL-being ,OVERSPENDING ,PROPENSITY to consume - Abstract
This study investigates how mindfulness, a consumer trait variable, can decrease consumers' propensity to overspend and overbuy, thereby offering insights into a possible new avenue to reduce resource exploitation, waste, and other negative environmental impacts of overconsumption, and to increase individual consumer health and financial wellbeing. [ABSTRACT FROM AUTHOR] more...
- Published
- 2017
9. Consumer Mindfulness: How Present- Moment-Awareness Affects Sustainable Consumerism.
- Author
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Helm, Sabrina V. and Subramaniam, Brintha
- Subjects
CONSUMERISM ,RESOURCE exploitation ,CLIMATE change ,WELL-being ,MINDFULNESS ,ENVIRONMENTAL impact analysis - Abstract
Research Question The limits of the earth's natural carrying capacity require us to curb overconsumption, a main driver of climate change. In order for any meaningful decrease in consumption to occur consumers need to adopt different lifestyles and change their daily routines which determine resource consumption. However, the psychological foundations for such a transition remain underexplored. We argue that increased mindfulness, a mode of consciousness that is defined as a receptive attention to and awareness of present events and experience, may provide a mechanism to mitigate overconsumption. Mindfulness practice has been shown to counteract many problems associated with overconsumption, such as obesity, alcohol abuse, or compulsive buying. Considering the demonstrated positive effects of mindfulness on individual health and wellbeing, this study suggests that mindfulness also affects sustainability of consumption in that it may lead consumers to consume differently to reduce the environmental impacts of that which is consumed (green product consumption) and to reduce the quantities of goods and services consumed (reduced consumption). In particular, the current study is guided by the research question how mindfulness affects sustainable consumption patterns in terms of composition and volume and, furthermore, how environmental concern and Perceived Consumer Effectiveness (PCE) mediate this relationship. Method and Data To test our hypotheses, we chose an online survey design. In all, 632 U.S. adults completed a survey distributed through Amazon MTurk. After data purification, a sample size of 546 respondents remained. Data were analyzed using structural equation modeling on LISREL 8.80. A two-step model validation was implemented to examine and refine the measurement model and to test the proposed structural model. Initial Confirmatory Factor Analysis (CFA) resulted in a well-fitting model with all items loading significantly on their respective constructs. Model fit: χ2(df) = 3218.04 (925); RMSEA = 0.067 (0.065 - 0.070), p = 0.0000; GFI = 0.79; and CFI = 0.98. We then tested our hypotheses in a structural equation model including Perceived Consumer Effectiveness and Environmental Concern as mediators of the associations between Mindfulness and three behavioral variables used to measure sustainable consumption. The model indicated a good fit with all indices meeting the recommended levels: χ2(df) = 396.6 (1056); RMSEA = 0.064 (0.063 - 0.068), p = 0.000; GFI = 0.79; CFI = 0.97. All the hypothesized effects were significant. Summary of Findings Our findings support that mindfulness, measured as a consumer cognitive mode, positively affects sustainable consumerism. In particular, more mindful consumers are more likely to avoid buying products that harm the environment, to consider the CSR performance of product and service providers in their purchase decisions, and to engage in a lifestyle of voluntary simplicity. The degree of individuals' concern about the state of the natural environment and their conviction that individual actions make a difference in reducing negative effects of human behavior on the natural environment (PCE) mediate these relationships. Being attentive to one's surroundings, changes in the environment and accepting characteristics of mindfulness, thus accounting for a direct effect of mindfulness on environmental concern and PCE. In combination with many years of observation of the well-being benefits to mindfulness enhancement in both medical and general populations, our findings indicate that mindfulness practice throughout the day (for instance via smart phone apps and other creative use of technology) may be a promising intervention for daily consumption routines that may reduce the negative environmental impact of overconsumption. Key Contributions In addressing overconsumption as a major environmental and societal threat, our study adds to better understanding of possible mental drivers of sustainable consumerism. This is also one of the first studies to empirically investigate the concept of mindfulness in a consumer behavior context. Interest in the underpinnings and enhancement of sustainable consumption has been burgeoning in marketing literature in recent years, while interest in mindfulness has similarly grown, but mostly in research disciplines outside the marketing field. Our hope is that the present research opens the door to more marketing research on reduced consumption. Our study results indicate that mindfulness is a consumer characteristic that plays a significant role in reducing consumption in terms of composition and volume. Further research into this attribute may open up significant new avenues in reducing the effects of overconsumption on climate change while increasing individual wellbeing and environmental sustainability. [ABSTRACT FROM AUTHOR] more...
- Published
- 2016
10. Unraveling the Meanings of Ownership: A Comparison of Physical and Digital Possessions.
- Author
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Stovall, Tony, Van Riper, Silvia, Helm, Sabrina V., and Ligon, Victoria
- Subjects
DIGITAL technology ,CONSUMPTION (Economics) ,TECHNOLOGICAL innovations - Abstract
Research Question Technological advances, including the widespread digitization of products, have radically transformed human-product interactions. Traditionally, possession of a physical object is seen as the origin of property ownership. In everyday life, however, possessions may simply be whatever we call ours (Belk, 1988). The owner of an object may not always possess it, and possession does not always imply legal ownership. Perceptions of ownership may also depend on attitudes toward an object, the context of the person-object relationship, and culturally-determined socialization beliefs around ownership (Etzioni, 1991). The question we pose is, do consumers perceive such digital artifacts to actually be theirs," despite dematerialization and storage on external servers or the cloud" (Belk, 2013)? And if so, how do consumers' conceptualizations of ownership differ between the physical and the digital world? We focus on two specific digital consumption contexts: e-books and e-music, chosen because they are both dematerialized digital artifacts (Siddiqui and Turley, 2006) that have physical correlates, facilitating a comparison in both the material and digital contexts. Method and Data The lack of existing studies examining consumer interpretations of ownership in the digital realm suggested the adoption of an exploratory qualitative research design (Threlfall, 1999). Focus groups were chosen because of the collaborative nature of the method and pretesting showed that ownership of digital goods was not a subject that most individuals had explicitly considered prior to participation in our study. We conducted four focus groups split along commonly acknowledged generational lines: 18-24, 25-31 (Millennials); 32-47 (Gen X); 48-66 (Baby Boomers). The Millennial group was sub-divided into two groups because of the markedly different life stages within this cohort (college students vs. post-college young adults). Initially, transcripts were examined to obtain a holistic impression of participant attitudes and cognitions (Thompson, 1997). A grounded theory approach was used wherein emergent patterns were compared across transcripts and abstracted into a master codebook with coding schema and definitions (Thompson, 1997; Goulding, 2005; Lindlof and Taylor, 2011). One of the study authors was intentionally uninvolved in data collection and analysis up until this point and was brought in as a more objective analyst for the coding and category extraction process. Once this author had been trained, all four authors coded transcripts individually. All transcripts were subsequently recoded as a four-person team to assess inter-rater reliability and engage in a refutation process involving negative case assessment (Lincoln and Guba, 1985; Spiggle, 1994). Summary of Findings The need to own and control property has been said to spill over into the digital realm (Hogan, 2014), but the findings from our focus groups suggest that the conceptualization of digital ownership is clearly distinct from that of traditional material ownership. Digital goods are a unique product category that play a different role in individuals' lives compared to their material goods. Lending and borrowing seem to be an essential part of the ownership experience afforded by books, but existing options for sharing in the digital realm were either unknown or appeared impractical to our study participants. The important role of sharing illuminated by our study findings would suggest that online book retailers consider the trajectory of adaptation" to consumer wants in the digital music market. We establish that consumers have differing sentiments for physical versus digital products, including differences in selfdefinition functions, the ability of digital products to create meaningful consumption experiences and a sense of belonging. Our participants unanimously thought of material objects when linking personally relevant memories with past product experiences. In particular, certain physical books such as children's books, cookbooks and favorite novels seemed integral to consumers' identity. However, we also find that some consumers are increasingly embracing liquid relationships even with material possessions (Bardhi and Eckhardt, 2012), independent of ownership considerations, meaning that possessions no longer (need to) serve identity-building purposes but rather have a more flexible and restricted value-in-use, based on their experiential qualities and immateriality. Access-based consumption of music and books is a viable alternative that, for some consumers, also relieves them from the clutter" that is associated with the possession of physical goods. Key Contributions This study provides initial comparative insights into how consumers perceive ownership in the digital and physical realm. It contributes to current knowledge by showing that perception of ownership decreases when dealing with digital instead of physical books and music, which according to current marketing thought would signify that such products have less impact on consumers' lives (Pierce et al., 2003; Peck and Shu, 2009; Belk, 2013). This contrasts with the undeniable fact that digital products, in general, are by now deemed indispensable by many consumers and may signify the increasing role of liquid forms of possessions among modern consumers. We offer a deeper understanding of consumers' conceptualizations of ownership in the digital sphere and develop two possible approaches, enhancing the digital product experience or emancipation from product correlates. This may allow marketers to better manage ownership expectations of digital belongings, and proactively design an enhanced digital product experience. [ABSTRACT FROM AUTHOR] more...
- Published
- 2016
11. Referral Engineering in Service Markets: Initial Evidence and Consumer Motivations.
- Author
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Garnefeld, Ina and Helm, Sabrina V.
- Subjects
WORD of mouth advertising ,BUSINESS referrals ,MARKETING in service industries - Abstract
An abstract of the article "Referral Engineering in Service Markets: Initial Evidence and Consumer Motivations" by Ina Garnefeld and Sabrina V. Helm is presented.
- Published
- 2015
12. Material Love in the Digital Age: Comparing Perceived Consumer Value of Digital Versus Physical Products.
- Author
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Van Riper, Silvia G., Helm, Sabrina V., and Stovall, Tony
- Subjects
LOVE ,SENSORY perception ,CONSUMER preferences - Abstract
An abstract of the article "Material Love in the Digital Age: Comparing Perceived Consumer Value of Digital Versus Physical Products" by Silvia G. Van Riper, Sabrina V. Helm, and Tony Stovall is presented. more...
- Published
- 2015
13. Exploring the Relationship Between Brand Pride, Brand Identification, and Brand Citizenship Behavior of Employees.
- Author
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Helm, Sabrina V., Renk, Uwe, and Mishra, Anubha
- Subjects
BRAND name products ,BRAND identification ,EMPLOYEE attitudes - Abstract
An abstract of the article "Exploring the Relationship Between Brand Prize, Brand Identification, and Brand Citizenship Behavior of Employees" by Sabrina V. Helm, Uwe Renk, and Anubha Mishra is presented. more...
- Published
- 2015
14. SERVICE INSIDE: THE IMPACT OF INGREDIENT SERVICE BRANDING ON QUALITY PERCEPTIONS AND BEHAVIORAL INTENTIONS.
- Author
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Helm, Sabrina and Oezergin, Berrie
- Subjects
BRANDING (Marketing) ,QUALITY assurance ,CUSTOMER services - Abstract
An abstract of the article "Service Inside: The Impact of Ingredient Service Branding on Quality Perceptions and Behavioral Intentions," Sabrina Helm is presented.
- Published
- 2013
15. CONSUMERS' PERCEIVED COUNTERFEIT DETECTION: A NEW CONSTRUCT AND ITS IMPLICATIONS FOR COUNTERFEIT CONSUMPTION AND UNETHICAL BEHAVIOR.
- Author
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Jiayun (Gavin) Wu, Bhappu, Anita D., Helm, Sabrina V., and Shawn Kun Song
- Subjects
CONSUMER behavior ,PRODUCT counterfeiting ,ECONOMIC consumption & ethics - Abstract
An abstract of the article "Consumers' Perceived Counterfeit Detection: A New Construct and Its Implications for Counterfeit Consumption and Unethical Behavior" by Jiayun (Gavin) Wu, Anita D. Bhappu, Sabrina V. Helm and Shawn Kun Song is presented. more...
- Published
- 2013
16. GROWING EXISTING CUSTOMERS' PROFITABILITY WITH CUSTOMER REFERRAL PROGRAMS.
- Author
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Garnefeld, Ina, Eggert, Andreas, Helm, Sabrina V., and Tax, Stephen S.
- Subjects
PROFITABILITY ,BUSINESS referrals ,CUSTOMER relations - Abstract
An abstract of the article "Growing Existing Customers' Profitability With Customer Referral Programs," by Ina Garnefeld, Andreas Eggert, Sabrina V. Helm and Stephen S. Tax is presented.
- Published
- 2012
17. CUSTOMER REFERRAL PROGRAMS: DOES PAYING FOR REFERRALS UNDERMINE THE POSITIVE EFFECTS OF WORD OF MOUTH?
- Author
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Helm, Sabrina, Garnefeld, Ina, Kurze, Linda, and Willach, Anne
- Subjects
BUSINESS referrals ,WORD of mouth advertising - Abstract
An abstract of the article "Customer Referral Programs: Does Paying For Referrals Undermine the Positive Effects of Word of Mouth?," by Sabrina Helm, Ina Garnefeld, Linda Kurze and Anne Willach is presented. more...
- Published
- 2011
18. RETAIL PRICING STRATEGY: HOW DOES CORPORATE REPUTATION IMPACT CONSUMERS' REACTIONS TO PRICE INCREASES?
- Author
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Helm, Sabrina and Tolsdorf, Julia
- Subjects
PRICING ,CORPORATE image ,PRICE increases ,ECONOMIC competition ,CONSUMER attitudes - Abstract
From the perspective of the firm, corporate reputation is one of the most valuable assets in achieving and securing competitiveness. Among other positive outcomes, a favorable reputation is assumed to increase willingness-to-pay of customers. Customers compare costs incurred for obtaining a product or service and the anticipated benefits received in return; the perceived net benefit from the transaction determines a customer's preference for and evaluation of the product. A company with a favorable reputation can normally charge more for its products and services, directly contributing to its financial success. However, price increases ceteris paribus decrease customers' net benefit leading to negative consequences such as customer dissatisfaction, complaints, or defection. Consumer reactions to prices and price increases are subjective in nature because price perception is relative to other product attributes, such as product quality. This implies that the identical price can seem expensive and unfair to one consumer but adequate and fair to another. With few exceptions, price increases will be viewed negatively by consumers, though. Therefore, factors that impact or attenuate consumers' negative reactions toward price increases are of theoretical and practical interest. Some of these factors are included in our study, specifically price fairness, anger as an emotional reaction, the size of the price increase, and the reasons and motives for the price increase. To optimize pricing strategies it is important to understand how corporate reputation affects these different consumer reactions to price increases. Therefore, this study focuses on the research question: How does perceived corporate reputation affect consumers' reaction to price increases? In order to answer the research question, we are drawing on the theory of cognitive dissonance, equity theory, and attribution theory. To test our hypotheses, we conducted an experiment choosing a 2x2 between-subjects design. We manipulated "corporate reputation" (favorable versus unfavorable) and "price increase" (high versus moderate). All groups were completely randomized. We used airline services as the study setting. In total, 276 business students from two German public universities participated in the study. Results confirm that perceived corporate reputation plays an important role in understanding consumer reactions to price increases. First, we could establish that the more favorably reputation is perceived, the less likely are consumers to attribute negative motives of the company for the price increase. In turn, perceived motive and reputation were found to impact perceived price fairness: if consumers perceive a negative motive for the price increase, perceived price fairness decreases. Moreover, we found that if companies with a favorable reputation are raising prices, consumers are more likely to accept this as a fair move compared to companies with an unfavorable reputation. Anger as an emotional reaction to price increases is affected by perceived price fairness meaning that the more positive the cognitive appraisal of a price increase, the less likely are consumers to become angry. Most importantly, perceived reputation and price fairness directly and significantly affect purchase intentions. However, we could not establish a moderating effect of the size of the price increase: neither the relationship between perceived reputation and perceived price fairness nor the impact of reputation on purchase intentions were affected by the size of the price increase, just the price increase in general. This means that even if consumers perceive a price increase as larger, this does not affect the impact reputation has on perceived price fairness and purchase intentions. The study results indicate that it pays off for companies to have a favorable reputation. We could show that a favorable reputation enables firms to command higher prices without having to face the negative reactions a badly-reputed company would have to fear. Although pricing has to be modified very carefully, a company with a good reputation has more leeway in raising prices. This also means that marketers need not only investigate "hard figures" when reconsidering prices but also the soft factors such as reputation of the company and emotional reactions of their customers. Subjective price perceptions are important to know in order to correctly forecast consumer reactions to price variations. It might be tempting to maximize the short-term profits resulting from exploiting a favorable reputation, but the study results indicate that this would be short-sighted in terms of ensuing negative customer reactions. Managers should take the company's reputation into account before establishing price increases which requires measuring corporate reputation before and after price variations. As reputation is notoriously hard to measure, this raises the bar for managers in charge of managing the company's reputation and corporate profitability for long-term success. Price increases that affect broad segments of the population as for instance in travel and mobility, food, insurance, or health care are widely discussed by the media and the people. Here, favorable corporate reputation can help reducing negative repercussions. In the long term however, reputation is also likely to be affected by pricing decisions, calling for a careful approach in communicating price changes. Here, it is important to note that the reason consumers perceive as underlying the price increase has a strong impact on perceived price fairness. If consumers think that price increases serve profit maximization goals, they find that unfair. However, our study implies that the motive for the price increase is affected by corporate reputation granting "good" companies the benefit of the doubt when increasing their prices. [ABSTRACT FROM AUTHOR] more...
- Published
- 2011
19. MORE THAN MEETS THE EYE: VISUAL FEATURES, AESTHETICS, AND COUNTERFEIT BEHAVIORS: A GOAL-STRIVING MODEL FOR CONSUMERS' DELIBERATE COUNTERFEIT-CONSUMPTION BEHAVIOR.
- Author
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Wu, Jiayun (Gavin), Bhappu, Anita D., and Helm, Sabrina V.
- Subjects
CONSUMER behavior ,CONSUMPTION (Economics) ,SELF regulation ,STRATEGIC planning ,PRODUCT counterfeiting - Abstract
Counterfeiting is growing quickly, becoming a large business, and developing into a problem of international significance. In general it appears as either deceptive or non-deceptive. Non-deceptive counterfeiting refers to purchases and uses in which consumers are aware that they are buying and using counterfeits. Although there has been some progress in understanding the non-deceptive counterfeiting, viz., consumers' deliberate counterfeit-consumption behavior, several critical gaps remain (for details, see Wu 2010). To a large extent, past studies on consumers' deliberate purchase and use of counterfeits are descriptive but lack theoretical approaches. For the very few studies using theoretical approaches, there are limited managerial implications. The proposed framework in this conceptual paper considers self-regulation input and conceives consumers' deliberate consumption behavior of counterfeits as a process and one constituted by goal striving. It provides a comprehensive and integrated explanation for such behavior, rather than other theoretical approaches such as attitude theory (e.g., the theory of planned behavior). Much consumer behavior is goal-directed, and as such, consumers set goals and behave in ways that help them meet those goals (Bagozzi and Dholakia 1999). Goal-directed behavior can be thought of as beginning with goal setting (Bagozzi and Dholakia 1999). Bagozzi and Edwards (2000) define goal setting as "the deliberative processes one goes through in weighing reasons for acting, which culminates in a goal intention" (p. 255). A goal intention provides the bridge between goal setting and goal striving with the latter defined as "the implementation and self-regulation of one's end-state intentions and instrumental acts linked to goal attainment" (Bagozzi and Edwards 2000, p. 255). An emerging body of work suggests that desire is an essential antecedent to intentions (e.g., goal intentions and action intentions) in models of effortful, goal-directed behavior (Bagozzi, Dholakia, and Basuroy 2003). In this paper desire is defined as a particular set of feelings that have motivational force and exist in appetitive and volitive forms (Bagozzi 2010). In addition to motivating goal intentions and action intentions, desires are proposed to perform an integrative function (e.g., Bagozzi 2010). [ABSTRACT FROM AUTHOR] more...
- Published
- 2011
20. DOES REWARDING REFERRALS AFFECT PERCEIVED SENDER CREDIBILITY? AN EMPIRICAL INVESTIGATION IN CELLULAR TELECOMMUNICATION SERVICES.
- Author
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Helm, Sabrina and Willach, Anne
- Subjects
TELECOMMUNICATION - Abstract
An abstract of the article "Does Rewarding Referrals Affect Perceived Sender Credibility? An Empirical Investigation in Cellular Telecommunication Services," by Sabrina Helm and Anne Willach is presented. more...
- Published
- 2010
21. DO REFERRAL REWARD PROGRAMS ENHANCE CUSTOMER LOYALTY? RESULTS OF A PROPENSITY SCORE MATCHING STUDY.
- Author
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Garnefeld, Ina, Helm, Sabrina, Eggert, Andreas, and Tax, Steve
- Published
- 2010
22. CUSTOMER REFERRAL PROGRAMS AND CUSTOMER RETENTION: DO REWARDS UNDERMINE THE RETENTION EFFECT?
- Author
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Garnefeld, Ina, Helm, Sabrina, Tax, Steve, and Eggert, Andreas
- Subjects
CUSTOMER retention - Abstract
An abstract of the article "Customer Referral Programs and Customer Retention: Do Rewards Undermine the Retention Effect?," by Ina Garnefeld, Sabrina Helm, Steve Tax, and Andreas Eggert is presented. more...
- Published
- 2009
23. THE IMPACT OF CORPORATE CRISES ON CUSTOMER LOYALTY: DOES CORPORATE REPUTATION CUSHION THE FALL?
- Author
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Helm, Sabrina V. and Tolsdorf, Julia
- Subjects
CUSTOMER loyalty ,CORPORATE image - Abstract
An abstract of the article "The Impact of Corporate Crises on Customer Loyalty: Does Corporate Reputation Cushion the Fall?," by Sabrina V. Helm and Julia Tolsdorf is presented.
- Published
- 2009
24. WORD-OF-MOUTH AS A SOURCE OF CUSTOMER LOYALTY: AN EXPERIMENTAL INVESTIGATION IN THE SERVICE SECTOR.
- Author
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Helm, Sabrina, Eggert, Andreas, and Garnefeld, Ina
- Published
- 2007
25. BUILDING FORMATIVE CONSTRUCT MEASURES: THE EXAMPLE OF CORPORATE REPUTATION.
- Author
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Helm, Sabrina
- Subjects
MATHEMATICAL variables ,LATENT variables ,MULTIVARIATE analysis ,EQUATIONS ,MATHEMATICAL models - Abstract
The epistemic relationship between variable and indicators in latent variable structural equation modeling (SEM) is often not considered by researchers, leading to measurement model misspecification (Burke et al. 2003). Latent variables may be associated with reflective or formative indicators. From a conceptual and methodological standpoint, it is very important which kind of indicator specification is used. Taking the example of the construct of corporate reputation, the paper therefore raises two research questions: 1. How can the correct mode of indicator specification be determined for a complex construct? 2. How can a formative approach to measuring reputation be developed and tested? Due to a resurgence of interest in corporate reputation, an abundance of different definitions of the construct can be found in the literature. Wartick (1992, p. 34) for example defines corporate reputation as "the aggregation of a single stakeholder's perceptions of how well organizational responses are meeting the demands and expectations of many organizational stakeholders." In accordance to this and similar definitions, corporate reputation can be understood as a construct based on a firm's contributions to its stakeholders. This understanding is also relevant concerning the most discussed reputation measures such as Fortune's "Most Admired Companies" or the "Reputation Quotient" developed by the Reputation Institute. In empirical terms, this definition of reputation results in the formative conceptualization of the measurement model for reputation as rankings are used to measure reputation and to compare companies based on their reputation. Rankings and indices are classical examples of formative construct conceptualization. But as the literature on the two measures implies, they are created using reflective indicators. In the paper, the meaning of a formative and reflective structure of a measure is pointed out in detail. Using reflective indicators, the researcher assumes that the observable indicators represent the construct, the direction of causality runs from the construct to the items. These are interchangeable which means that the construct is unidimensional and the items correlated; they are required to share the same antecedents and consequences. An increase in one indicator is accompanied by increases of the other indicators. If reputation were modeled as a reflective construct, the indicators -- understood as a stakeholder's perceptions of (e.g., product quality, treatment of employees, management quality, care for the environment, etc.) -- are interpreted as "effects of a construct" (Bollen and Lennox 1991, p. 305). Reputation leads to these effects meaning that reputation determines the quality of products, the quality of management, the treatment of employees, and so forth, as outcomes of reputation. Formative indicators "cause" the latent variable, they represent different dimensions of it. The construct is a summation of the formative observed variables associated with it meaning that changes in the indicators change the construct. The indicators need not be correlated or represent the same underlying dimension (Bollen and Lennox 1991). Conceptualizing corporate reputation as a formative construct means that the indicators lead to the construct as inputs which seems to be the more suitable relationship between indicators and construct. Reputation is an aggregation of all its indicators such as product quality or treatment of employees. This implies that because it delivers high quality products, a firm has a good reputation; because it treats employees right, it has a good reputation, and so forth. The process of conceptualizing a formative measurement model for reputation is different to the process used for reflective modeling. In the paper, the process is discussed in detail following a set of conceptual criteria to clarify the construct's epistemic nature.… [ABSTRACT FROM AUTHOR] more...
- Published
- 2005
26. EXPLORING THE IMPACT OF CORPORATE REPUTATION ON CONSUMER SATISFACTION AND LOYALTY.
- Author
-
Helm, Sabrina
- Published
- 2005
27. CUSTOMERS' ROLE IN DECREASING VALUE: AN EXPLORATORY STUDY OF THE USAGE OF CUSTOMER VALUATION METHODS AND THE HANDLING OF UNPROFITABLE CUSTOMER RELATIONSHIPS.
- Author
-
Helm, Sabrina
- Subjects
CONSUMERS ,VALUE (Economics) ,CUSTOMER relations ,PUBLIC relations ,PROFITABILITY ,MARKETING - Abstract
Marketing looks at customers as the main source of value. But customers are not equally contributing value, some create losses. Instead of "zero migration" - strategies, the aim should be to gain and keep only the right customers (Blattberg and Deighton 1996). In some cases, "losing" a customer might be more valuable than keeping him (Alajoutsijärvi, Möller, and Tähtinen 2000). The paper integrates the concept of customer profitability with approaches of relationship dissolution. Previous research has hardly analyzed the consequences of low customer valuation for marketing. Taking this void in the literature as a starting point, the related concepts of customer equity and customer profitability (Rust, Zeithaml, and Lemon 2000; Blattberg, Getz, and Thomas 2001) are investigated. They play pivotal roles in recent discussions in the marketing literature and practice. Relationship dissolution should become an issue in those cases where the real or anticipated costs outweigh the benefits of relational exchange (Dwyer, Schurr, and Oh 1987). The decision to end a relationship has been practically ignored in the literature (Alajoutsijärvi, Möller, and Tähtinen 2000). The scarce publications focus the customer as the disengaging or switching party (e.g., Perrien, Paradis, and Banting 1995; Heide and Weiss 1995) who actively breaks up the relationship. But until now, no explicit analysis of supplier-initiated dissolutions has been brought forward. [ABSTRACT FROM AUTHOR] more...
- Published
- 2004
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