Search

Past customer spending in a category is generally a positive signal of future customer spending. Analyses of historical data at two retailers demonstrate that there exist "canary categories" for which the reverse is true. Purchases in these categories are a signal that customers are less likely to return to that retailer. The authors propose an explanation for the existence of canary categories and then develop a stylized model that illustrates four contributing factors: the probability that a customer finds their favorite brand, customers' willingness to substitute brands, the cost and attractiveness of visiting other stores, and expectations about future brand availability. The analysis uses both field data and experiments to investigate these factors. The findings suggest that canary categories exist (at least in part) because store assortments are not completely adjusted to local preferences. An implication is that canary categories are endogenous to each retailer; the same category may be a canary category at one retailer and a destination category at a competing retailer. [ABSTRACT FROM AUTHOR]

Building on shifting standards theory from social psychology, the authors suggest global versus local branding as an important categorization that affects consumers' reactions to product-harm crises in emerging markets. Specifically, the distinct associations attached to global and local brands create shifting standards and lead to differential consumer expectations and evaluations. In four main and two supplementary experiments, the authors demonstrate that consumers from emerging markets react more negatively toward a product-harm crisis by global (vs. local) brands. Higher initial expectations for global brands are the underlying cause of this more pronounced consumer response to failures. The authors demonstrate which specific expectations are driven by the shifting standards around global and local brands and identify product category as a relevant boundary condition. Finally, consumers with high ethnocentrism appreciate it directionally more when a local brand provides compensation after a product-harm crisis than when a global brand provides compensation. The results have important implications for brand management and crisis management strategies. [ABSTRACT FROM AUTHOR]

This research studies sales force incentive compensation in brand-managed retail (BMR) operations, which are particularly prevalent in high-end department stores and vertically integrated retailers. In particular, the research explores how a brand's strength may affect the relative benefit to a brand from using individual versus group incentives for motivating its salespeople in BMR settings. The authors investigate this issue using a theoretical principal–agent model consisting of a risk-neutral firm employing multiple risk-averse salespeople. Interestingly, they find that a group incentive is more beneficial to a weaker brand than to a stronger one. Furthermore, the authors find empirical support for their theoretical findings from an analysis of sales compensation data from BMR operations in two different settings. The research findings suggest that managers should factor in the brand's strength when deciding on the optimal salesperson compensation structure in BMR settings. [ABSTRACT FROM AUTHOR]

Social media allows sport entities (organizations, athletes, coaches, fans, and partnering companies) to reach audiences across the world and create, extend, maintain, and improve their brand equity through constant communication. Brand management and the strategies employed by entities to create effective content that reinforces brand image and brand equity are a common goal among sport marketers. Over the last 20 years, scholars have investigated a wide range of topics in sport social media and branding, yet there is a need to continue to expand the social media brand management literature to address and reflect rapidly changing industry challenges. The purpose of this commentary is to provide a reflection of past academic literature, while critically examining areas in methodology and theory to guide future research. The recommendations of more sophisticated designs, along with a call for experimental designs, qualitative approaches, and critical communication inquiry, among others, are discussed. [ABSTRACT FROM AUTHOR]

Introduction: The purpose of this study was to provide an evidence base and conceptual framework to inform new guidelines for achieving a balance between sports and employment commitments (i.e., dual career, DC) of the employee-sportspersons. To shape a DC discourse in the workplace, the distinct and combined views of the employee-sportspersons (i.e., the Employee), the managers (i.e., the Employer) were considered. Methods: Following a concept mapping methodology, 257 international participants (25% employers and 75% employee-sportspersons) sorted and rated 50 potential statements associated with DC circumstances and supports in the workplace. Results: Six distinct clusters emerged, with the combined employers-employee co-creation scenario assigning 6 statements to the micro dimension (Cluster 1  =  Workplace Benefits), 4 statements to the meso dimension (Cluster 2  =  Role of National Sports Governing Bodies), 19 statements to the macro dimension (Cluster 3  =  Dual Career Policy Development), 4 and 5 statements to the organizational dimensions (Cluster 4  =  Employee-Employer Collaboration and Responsibility; Cluster 5  =  Sport Career Integration), and 12 statements to the policy (Cluster 6  =  Workplace Strategies for Dual Career Support) dimension. With respect to the employers, the employee-sportspersons showed higher scores (p  <  0.05) for importance of clusters 2, 4, and 6, and for feasibility of clusters 2 and 6. Discussion: These findings suggest priorities for changes within the DC dimensions identified, and envisage flexible models for aligning corporate brand values and corporate social responsibility strategies through meaningful and proactive DC support of the employee-sportspersons in the workplace. The findings provide a rigorously derived evidence base to inform the formulation of new DC workplace guidelines. [ABSTRACT FROM AUTHOR]

Two things consumers look for in household cleaning applications are a well-defined viscosity and good foaming properties. These attributes are achieved by optimising the combination of surfactants and thickeners. Jungbunzlauer's xanthan gum is a safe, odourless and bio-based product and therefore represents an excellent thickening and stabilising agent for such applications. Since it is of natural origin it fits well with the recent trend towards more sustainable household cleaning products. This study examined the compatibility of three different xanthan gum grades with two different surfactants at various pH levels. For this purpose regular viscosity and pH measurements were taken over a period of six months. All xanthan gum grades performed exceptionally well in neutral and alkaline pH ranges, whereas the best performance in the acidic pH range was achieved with a special grade. In a second step, the study investigated the foam formation, decay and structure of xanthan gum/surfactant combinations at different pH levels. No differences were observed among the xanthan gum grades tested, although higher concentrations resulted in more and finer foam bubbles. Xanthan gum demonstrated very good foam stability throughout the pH range. Hence, because of its excellent compatibility, stabilisation and foam properties, xanthan gum is a great choice for household cleaning applications. [ABSTRACT FROM AUTHOR]

The purpose of this study is to investigate the role of consumer ethnocentrism and xenocentrism beliefs in influencing purchase behavior in India. Given its status as the most populous nation globally, with diverse consumer cultures and backgrounds, understanding Indian consumers' biases toward domestic and foreign products holds significant value for both researchers and practitioners in refining their marketing communication strategies. A technology product, specifically a laptop computer, was selected to examine the ethnocentrism and xenocentrism tendencies of Indian consumers. Data (n = 373) for the study were collected through personal interviews with Indian consumers. The study's results indicate that both perceived brand image and brand attitudes exerted a robust positive influence on Indian consumers' purchase intentions for laptop computers. While the direct effects of ethnocentrism and xenocentrism on purchase intentions were minimal, they acted as moderators in the relationship between brand image, brand attitude, and purchase intentions for foreign brands. Developing a strong brand image and fostering positive brand attitudes should be prioritized in marketing communication campaigns to enhance global brand management. [ABSTRACT FROM AUTHOR]

The leather sector remains one of the sectors that encounters a multitude of problems on an international scale, particularly in Morocco. Therefore, we carried out a literature review through which we were able to identify the major problems found within the leather sector. After that, we conducted a case study on the Chouara tannery in the Fes Meknes region where we studied the problems found within the sector by using the 5M and SWOT methods as well as the proposal of certain improvement actions with a view to revitalizing the sector. The novelty of our work lies in the proposal of certain functionalities that could play the role of product lifecycle management (PLM) within the sector, such as life management, complaint management and cost management since the notion of PLM is absent within traditional tanneries. In addition, we propose integrating ecological PLM to limit the amount of garbage generated during the execution of tasks. Highlights: A comprehensive literature review was conducted to identify key problems within the leather industry. A case study was undertaken at the Chouara tannery in the Fes Meknes region to analyze sector-specific challenges via the 5M and SWOT methodologies. The proposed improvement strategies were then developed to enhance the sector's performance. A notable aspect of this study is the introduction of functionalities that could serve as product lifecycle management (PLM) tools within the sector, including life management, complaint management, and cost management, which are typically absent in traditional tanneries. Furthermore, the integration of ecological PLM practices is recommended to reduce waste generation during operational processes. [ABSTRACT FROM AUTHOR]

As a business innovation in the e-commerce marketplace, the use of live streams to boost sales has become an important strategy for e-tailers on major e-commerce platforms globally. However, little theoretical research has been conducted to understand the role of streamers and products in live streaming commerce. Thus, in this study, to examine consumers' perceived diagnosticity and purchase intention, we adopt a 2 (streamer type) × 2 (product type) × 2 (brand awareness) experimental design and conduct a field experiment at a university in southern China, drawing on stimulus-organism-response (SOR) theory. Our results indicate that when a product is recommended by an influential streamer during an e-commerce live stream or has high brand awareness, consumers perceive a high level of diagnosticity, which improves their purchase intention. However, we find no significant effect of product type on the perceived diagnosticity of viewers watching e-commerce live streams. We also discuss the implications of our findings for both theory and practice. [ABSTRACT FROM AUTHOR]

Purpose: This research explores the transformative role of Artificial Intelligence (AI) and Machine Learning (ML) in brand management. It aims to understand how AI technologies can optimize brand awareness, enhance personalized communication, and improve brand equity measurement, thereby redefining brand management strategies in the digital era. Design/methodology/approach: A systematic literature review was conducted, analyzing research studies published between 2014 and 2024. The methodology focused on articles that delve into the integration of AI and ML within brand management contexts. This approach was chosen to consolidate and synthesize a broad spectrum of findings on AI’s impact on brand management practices. Findings: The review identified significant enhancements in brand management facilitated by AI, particularly in consumer engagement and customization of consumer interactions through data-driven insights. AI's capability to analyze big data has enabled more precise consumer segmentation and targeting, thereby influencing brand loyalty and overall brand equity positively. Research limitations/implications: The primary limitation of this study is its reliance on data from articles indexed only in Scopus, potentially omitting relevant studies published in other languages or databases. Future research should expand the scope to include these sources and explore empirical validations of the proposed theoretical impacts of AI on brand management. Practical implications: This research highlights the practical applications of AI in improving brand management strategies, offering insights into effective AI integration into marketing practices. Businesses are encouraged to adopt AI-driven tools for better market segmentation, consumer behavior predictions, and enhanced customer relationship management. Social implications: The findings could influence public attitudes towards brand interaction by fostering greater acceptance of AI in consumer relations. The research supports enhanced corporate social responsibility through AI's ability to provide more targeted and meaningful consumer interactions. Originality/value: This paper contributes to the academic and practical understanding of AI’s role in brand management by synthesizing existing research and identifying future research directions. It is valuable to academicians, marketing professionals, and policymakers interested in the implications of AI technology in brand strategies. [ABSTRACT FROM AUTHOR]

Brand architecture decisions have important performance implications but have seen little quantitative research. In particular, there is little empirical evidence on how the strength of the link established among clusters of products within the company's portfolio impact the sales effects of typical marketing actions such as line extensions. This paper quantifies the effect of different brand architecture choices and product feature similarity in moderating the impact of line extensions on brand sales. Based on categorization theory, the authors hypothesize that brand name similarity and feature similarity, both independently, and in interaction, increase brand cannibalization. The empirical analysis in three consumer packaged-goods categories shows that it is more critical to minimize the feature similarity than brand name similarity to limit cannibalization and generate higher incremental sales from line extensions. Controlling for feature similarity, line extensions introduced under sub-brands cause greater cannibalization. [ABSTRACT FROM AUTHOR]

Corporate brand identity is becoming a strategic issue in the UK fashion industry, as it is complex and constantly under pressure to differentiate. Fashion brands are expanding through a range of channels and rapidly changing takeovers, and it is unclear whether internal stakeholders are aware of the possible consequences of these approaches. In particular, there appears to be no literature on how retail and wholesale brands develop and manage their corporate brand identities during these changes and whether they draw on any meaningful connections with their customers. To understand how brand architecture might support the development of brand strategies in the UK fashion industry, perceptions of corporate brand identities were explored in retail and wholesale brands. Fifteen qualitative semi-structured interviews were conducted with elite informants. The findings reveal that retail brand identities can become disconnected from their sub-brands; therefore, brand identity may be invisible to consumers, while wholesale brands maintain a strong visible brand identity dependent on the brand's values, historical legacy, innovation and positioning. A brand architecture model is developed that more accurately reflects the complex dimensions of UK fashion brands, particularly when channels expand and takeovers take place. These perspectives have not been reported in the literature. [ABSTRACT FROM AUTHOR]

Copyright of Transfer: Zeitschrift für Kommunikation & Markenmanagement is the property of Deutsche Werbewissenschaftliche Gesellschaft and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Transfer: Zeitschrift für Kommunikation & Markenmanagement is the property of Deutsche Werbewissenschaftliche Gesellschaft and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Brands play an important role in shaping the impact of a company's marketing activities on its customers. The key concept of customer-based brand equity in brand research suggests that the effects of different brands differ, even for identical marketing activities. However, empirical analyses that have confirmed the differences in marketing effectiveness across brands are scarce and even fewer studies have compared the effectiveness of multiple marketing activities simultaneously. As a comparison of marketing effectiveness relative to competing brands is important for brand management, this paper presents a method for measuring the differences in marketing effectiveness across brands. The paper employs a hierarchical Bayesian model to compare the effects of pricing and promotional strategies across six makeup cosmetics brands on customers' responses in Japan. The results reveal that: (a) there are differences in marketing effectiveness between brands for both pricing and promotional strategies, (b) the extent of marketing effectiveness differs between brands for each marketing activity and (c) the effects of pricing and promotional strategies on customers' responses differ between brands. These results indicate that the hierarchical Bayesian model-based measure for assessing marketing effectiveness proposed in this paper is effective for comparing brands, which highlights the need for different brands to adopt distinct marketing strategies. As the dominant strategy varies by brand, marketers should consider this aspect carefully. Future studies should examine whether purchase intention is directly linked to actual purchases as well as consider alternative independent variables (eg comparisons between promotional strategies) and dependent variables (eg willingness to pay and brand choice). [ABSTRACT FROM AUTHOR]

Considering circularity aspects during the engineering of smart products implies a significantly increased complexity of engineering processes. Especially technical reconfiguration of smart products, offered as services in availability-oriented business models, enables the integration of circular economy aspects in sustainable products and lifecycles, through realizing several aspects of the 9R strategies. This paper introduces an analysis of interdependencies between 9R strategies potential reconfiguration options, technical characteristics of smart products, different maturity levels of smart product and abilities for circularity. Partial engineering models managed in different product lifecycle management systems provide a technical basis for systematization and evaluation of circular abilities of reconfigurable smart products in different lifecycle phases. The approach aims to improve circularity-related decision making in systems engineering processes in the early development phases and during the reconfiguration of smart products during utilization phase. An industrial use case considering a microelectronic-centered smart product used in e-mobility solutions validates the approach. [ABSTRACT FROM AUTHOR]

Due to their inherent properties, biocidal products might pose a risk to human and animal health and the environment. In risk management, there exists uncertainty about private users' comprehension of and willingness-to-adhere to use instructions that mitigate these risks (e.g., limit frequency of use or application area). This study aimed at providing insights into the users' perspective by focusing on their attention, comprehension, and the attitudinal predictors of protection motivation. In the online study (N = 957 participants from Germany) were introduced to a hypothetical purchase scenario featuring an insect spray and a realistic set of use instructions. Next, the participants' attention for the use instruction was measured in self-report and by tracking the time spent on the page with the use instruction, while Likert scale-type questions measured the comprehensibility, protection motivation, and predictors. Participants reported higher protection motivation if they spent more time with the use instruction, perceived it as comprehensible, rated the threat to humans, animals, and the environment as more severe, perceived themselves as responsible (i.e., internal locus of control) and capable (i.e., self-efficacy) of adhering to the use instructions, perceived adherence to the use instructions as effective (i.e., response efficacy) and did not perceive biocidal products as inherently safe (i.e., neutral locus of control). These results offer valuable information for an improved regulation of biocidal products and better management of potential risks associated with their use. They also provide concepts for interventions to ensure users of biocidal products follow the instructions for a safe use and better protection of the environment. [ABSTRACT FROM AUTHOR]

There is a practice among OECD countries of establishing restrictions for state-owned enterprises to develop new products in addition to their main production. Scarce attention is paid to how such an approach affects public enterprises' performance in favour of the public good; thus, it must be clarified. This research aims to propose competition policy improvements based on the evaluated impact of new product restrictions on competition neutrality. The research methodology includes interviews with Latvian public sector stakeholders concerning the advantages of optimal use of the company's resources and risks' diversification. Private sector disadvantages if state-owned enterprises offer their products in private-dominated markets are considered. It was observed that national policy is contradictory: there is an emphasis on efficiency goals, but the expansion initiatives by state-owned enterprises in the market are accepted reluctantly. Taking advantage of state-owned enterprises to boost R&D innovations is important to fostering Latvian regional development policies. [ABSTRACT FROM AUTHOR]

This study provides valuable insights into the sustainability of shrimp farming and supply chain practices in Bangladesh by focusing on quality management practices in shrimp depots across Paikgacha, Dacope, and Chokoria locations. Using qualitative interviews, surveys, and on-site observations, this study evaluates quality control measures focusing on procurement, processing, storage, product management, and record maintenance in shrimp depots. The depots typically maintained separate storage for shrimp and ice, with significant variability in capacity. The quality of the procured shrimp was assessed through visual and tactile inspections, with common contaminants including 'push' (adulterated shrimp), wood, and metal. The competition among depots was intense and driven by the need to secure stable shrimp supplies amid frequent shortages. The hygiene and sanitary conditions varied, with Paikgacha generally showing higher compliance with standards compared to Dacope and Chokoria. The record-keeping practices for shrimp sources were inconsistent, with most depots being unable to trace the exact origins of the purchased shrimp. The study reveals the complex dynamics of shrimp quality management practices in the depots. It highlights areas for improvement that can foster more sustainable and responsible practices in the shrimp industry. These improvements benefit the environment, the economy, and society at large, ensuring product quality and market competitiveness. [ABSTRACT FROM AUTHOR]

While extensive research studies exist on the influence of AI solutions on organizations as a whole, there is a paucity of comprehensive studies examining the adoption of these solutions in product development and subsequent management processes. This article presents an exploratory investigation of the applications, challenges, and determinants of success associated with artificial intelligence (AI) solutions employed in the product development and management processes. To this end, a qualitative thematic analysis is conducted based on twelve in-depth interviews with experts proficient in AI engineering and product management, representing twelve distinct organizations within the Polish IT sector. This article offers insights into four potential applications and expounds on various factors impacting the challenges and success of deployed AI solutions, generating two additional emergent themes. This article delineates practical implications for organizations and product managers and proposes intriguing directions for future research exploring topical areas of study.