0000000000131762
AUTHOR
Johannes Vogel
Dazing Diversity: Investigating the Determinants and Consequences of Decision Paralysis
This article makes new contributions to the assessment of negative effects on consumer choice behavior due to high product variety by (1) developing a holistic framework to identify the determinants and, for the first time, consequences of decision paralysis; (2) introducing a novel construct, namely, tendencies toward paralysis, that refers to the extent of decision makers’ preference (a) to maintain the status quo, (b) to omit, and/or (c) to delay choice, as well as providing an appropriate measurement model incorporating these three dimensions of decision paralysis that previously have been analyzed only separately; and (3) analyzing potential moderating effects of decision makers’ predi…
Corporate social performance as antecedent of consumer's brand perception
The purpose of this article is to develop a model that closely examines the consequences of social and environmental corporate action. This is suggested by an increasing need for accomplishing an integrative view on business activities and social aims – the so-called corporate social responsibility – especially in the current environmentally turbulent time and a rising socially conscious consumer population. But doing business is often associated with brand- or corporate misconduct as well. Hence, corporate social responsibility forms the positive component of corporate social performance (CSP), consequently a favorable brand- or company behavior. Corresponding, corporate social irresponsib…
The Effect of Perceived Corporate Competencies on Onsumer Based Brand Equity: A Comparison between Domestic and Foreign Markets
In this paper, the authors develop a model to explain the cross-cultural influence of perceived corporate competencies on attitude formation towards the brand’s product categories and its impact on consumer based brand equity. Results indicate that some competencies have a transnational effect in several product categories, whereas several corporate competencies are identified to influence perception of product categories depending on the market.
Hierarchical imaging and computational analysis of three-dimensional vascular network architecture in the entire postnatal and adult mouse brain
The formation of new blood vessels and the establishment of vascular networks are crucial during brain development, in the adult healthy brain, as well as in various diseases of the central nervous system. Here, we describe a step-by-step protocol for our recently developed method that enables hierarchical imaging and computational analysis of vascular networks in postnatal and adult mouse brains. The different stages of the procedure include resin-based vascular corrosion casting, scanning electron microscopy, synchrotron radiation and desktop microcomputed tomography imaging, and computational network analysis. Combining these methods enables detailed visualization and quantification of t…
Brand misconduct: Consequences on consumer–brand relationships
Abstract This paper investigates the effects of brand misconduct on a consumer–brand relationship. Brand misconduct describes a brand's behavior that disappoints consumers' expectations of the brand, for example the alleged use of child labor in soccer ball factories contracted by Adidas , Nike and Puma . Based on relationship and congruency theory, this paper develops a model to explain consumer–brand relationship and its impact on consumers' repurchase intentions. According to this model, functional congruence, actual and ideal self-congruence, partner quality and brand relationship quality represent factors determining repurchase intention. An empirical investigation with regard to jeans…
Aufbau von Markenbeziehungen als Grundlage des Dienstleistungsmanagement
Immer mehr Unternehmen richten ihre Unternehmens- und Marketingstrategien in den letzten Jahren konsequent an dem fur den Kunden generierten Wert aus (Khalifa 2004, S. 645). Zu diesem Umdenken fuhrte die Erkenntnis, dass ein uberlegener Wert aus Kundensicht den entscheidenden Schlussel fur den langfristigen Erfolg eines Unternehmens darstellt (Huber et al. 2001, S. 41). Das Konstrukt des wahrgenommenen Kundenwerts fungiert insbesondere in der angloamerikanischen Literatur zum Produkt- und Dienstleistungsmarketing als Pradikator des Kaufentscheidungsverhaltens (Zeithaml/Bitner 1996, S. 32f.). Einige Autoren sehen gerade in der Schaffung eines hohen Kundenwerts Quellen zukunftiger Wettbewerbs…
When brands get branded
Recent perspectives on branding have claimed that consumers establish relationships with brands (Fournier, 1998). According to this view, one has also to consider that — similar to human relationships — transgressions may occur in such a relationship. Brand misconduct describes a brand's behaviour that consumers do not agree with, e.g. Coca-Cola's introduction of the so-called New Coke in the eighties. After an introduction and definition different forms of misconduct are distinguished. The possible consequences, how the company can react to brand misconduct and, ultimately, the implications for branding theory development are examined.
Endorser age and stereotypes: Consequences on brand age
Abstract This paper links findings from research on different age types to branding literature, and adds insight into how to rejuvenate a brand through the use of endorsers in advertisements. The article addresses the yet under-represented value of demographic characteristics of endorsers in affecting brand perception, and introduces the importance of the existence and strength of individual mental images of typical brand users in the process of such association transfers. Based on theoretical perspectives from personality transfer, (social) categorization, imagery, and advertising literature, the study proposes and tests several conditions for which age association transfer from endorser t…