Management and Marketing - Research Publications
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ItemSupporting New Product Launches With Social Media Communication and Online Advertising: Sales Volume and Profit Implications(WILEY, 2019-03)The question of how important firms’ investments in digital communication formats are for the commercial success of new products remains unexplored in the product innovation management literature. Drawing on reactance theory, the authors examine the extent to which investments in social media communication and online advertising are related to the sales volume and profits of new products within six months of being launched. Using dyadic survey data, an analysis of new products launched by 122 consumer durable goods firms reveals that sales volume and profits of new products are associated with (1) social media communication in a positive but diminishing shape, and (2) online advertising in an inverted U‐shape. Further analyses show that those curvilinear relationships are steeper for social media communication and flatter for online advertising at respective (1) higher levels of customer product involvement and (2) lower levels of product superiority. The results imply that there is an optimal level of investment in social media communication and online advertising, with the optimum dependent on a new product’s consumer involvement and superiority levels.
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ItemDiscount venture brands: Self-congruity and perceived value-for-money?(Elsevier, 2020)Grocery retailers have begun to target price conscious consumers with a new type of budget brand, called discount venture brands. These brands are exclusive to the retailer but, unlike traditional private-label brands, do not display retailer branding at all. Sharing the same price point as economy private-label brands, the aim of discount venture brands is to attract customers with an overall look-and-feel that is not explicitly premium, yet is more attractive than that of conventional budget brands. Drawing on the self-congruity literature, the authors explore two questions: (1) whether customers perceive discount venture brands to offer greater value-for-money than conventional budget brands; and (2) whether such perceptions translate to customer impressions about the retailer brand? Results from a scenario-based experiment involving 505 participants suggest that, in comparison with conventional budget brands, discount venture brands may be less conducive to engendering favorable value-for-money perceptions; in short, discount venture brands may be less effective than conventional budget brands. This finding can be explained with a concept called self-congruity. Overall, we show that self-congruity acts as an indirect-only mediator of the path between the type of a brand and value-for-money perceptions of the brand. Particular findings are that self-congruity has a positive effect on value-for-money perceptions associated with conventional budget brands, discount venture brands, and the retailers selling those brands. However, for consumers with a preference for brands with a budget price point, self-congruity appears to be higher for conventional budget brands than discount venture brands; and this difference in self-congruity is more pronounced when shopping for others than when shopping for oneself.
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ItemThe impact of market characteristics on order-of-brand entry strategy: An empirical study(American Marketing Association, 2005)
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ItemEmpirically Investigating Service-Dominant Logic: Developing and Validating a Service-Dominant Orientation Measure(Monash University Press, 2009)
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ItemExport planning orientation and its antecedents: Evidence from exporting IT products(ELSEVIER SCIENCE INC, 2007-12)
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ItemCountry-of-origin contingencies Competing perspectives on product familiarity and product involvement(EMERALD GROUP PUBLISHING LTD, 2008)Purpose This study was undertaken to clarify how product familiarity and product involvement can moderate the importance that consumers place on COO image when they evaluate products for purchase or consumption. The authors adopted a contingency approach and empirically examined, by way of competing hypotheses, the alternative possibilities by which product familiarity and product involvement may influence the importance that consumers place on COO image when they evaluate products. Design/methodology/approach Data were gathered from 388 consumers in Australia across four different product classes. Data analysis was conducted using hierarchical regression analysis with interactions and post hoc slope analysis. Findings Overall, the study findings suggest that the importance that consumers place on COO image when they evaluate products is contingent on the product context. Specifically, the study findings show that consumers consider COO image to be more important for their product evaluations when they evaluate products from less familiar product categories and are less involved with the products that they are evaluating. An additional variable included in the study, product origin congruency, was found to enhance the importance that consumers place on COO image when they evaluate products. Originality/value There are competing views in the literature as to how product familiarity and product involvement can moderate the importance that consumers place on COO image when they evaluate products. This study further clarifies the moderating role of product familiarity and product involvement. The study also examines the potential moderating role of product origin congruency in a survey for the first time.
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ItemThe equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective(Emerald, 2007-02-27)Purpose The purpose of this study is to outline a conceptual framework that can be used to organise and guide future research into how celebrity product endorsement creates equity for both the endorsed product‐brand and the endorsing celebrity. Design/methodology/approach The theoretical perspective adopted in this study is that celebrity product endorsement is a form of co‐branding. Findings The central thesis is that both endorser image and brand image serve as mediators in the equity‐creation process of celebrity product endorsement. Originality/value Research contributions and directions for future research are provided.
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ItemHow can a shareholder value approach improve marketing's strategic influence?(ELSEVIER SCIENCE INC, 2005-04)
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ItemStock analysts' assessments of the shareholder value of intangible assets(ELSEVIER SCIENCE INC, 2007-01)