0000000000374546
AUTHOR
Natalia Maehle
On congruence between brand and human personalities
PurposeThe purpose of this research paper is to uncover the relations between brand and human personality by identifying brand preferences of consumers with different personality types.Design/methodology/approachBased on the existing literature, 15 propositions are suggested linking Ekelund's DI types as parsimonious proxies of human personality and brand personality dimensions as suggested by Aaker. Propositions were tested through statistical analysis of survey data collected in two stages.FindingsIt was found that consumers prefer brands with personalities that match their own. For example, consumers with Blue DI type exhibit clear aversion from the excitement dimension of brand personal…
Developing cross-industry innovation capability: regional drivers and indicators within firms
ABSTRACTThe role of firms in the process of regional renewal and path development is a somewhat neglected area in the existing literature. With few exceptions, the literature is mainly concerned with aggregated development paths. To cover this gap, the current study turns its attention to cross-industry innovation capability (CIIC) building in firms and discusses how conditions for innovation and learning in a region drive this process. We introduce a new concept of CIIC – that is, the firm’s ability to transform knowledge and ideas from different industries into new products, processes and systems and/or its ability to adapt existing products, processes and systems to new industries – and …
Crowdfunding in the Cultural Industries
AbstractCultural production has stood at the forefront of crowdfunding adoption representing some of the first crowdfunding campaigns on record. This development emerged as part of comprehensive value chain reconfigurations in the cultural sector, which were triggered by the advent of digitalization on the one hand and the downsizing in public funds on the other. As a result, the emerging phenomenon here labelled as ‘cultural crowdfunding’ (CCF) has captured the imagination of researchers and practitioners. The study of CCF is of high relevance, as it presses creators to strike a balance between the commercial and the non-commercial, the economic and the cultural outcomes, as well as the au…