Search results for "Application"
showing 10 items of 5559 documents
Individualism, collectivism and reward crowdfunding contribution intention and behavior
2021
Abstract The study examines the role of the individualism-collectivism (IDV) cultural dimension in reward crowdfunding contribution intentionality and behavior. An extended Theory of Planned Behavior framework is used for comparative analysis using survey data collected from users of national platforms from opposing cultures along the IDV dimension – China and Finland. Main findings suggest that: attitudes are positively associated with information sharing and financial contribution intentions in both cultures; collectivism enhances the effects of subjective norms on both intentions; behavior control is more strongly observed in individualistic cultures; and information sharing intentions a…
Brands as relationship builders in the virtual world: A bibliometric analysis
2020
Abstract Given the growing role of brands as relationship partners and relationship facilitators and the pre-eminence of the online environment for consumers, this article contributes to the understanding of virtual brand-centric relationships by presenting the first bibliometric mapping analysis of the academic research into the topic from its conception until 2018. Using keyword co-occurrence, it examines 585 records and identifies the most productive countries, journals, influential authors and papers, and research clusters. With 96% of the published records appearing between 2010 and 2018, this analysis revealed that the field is emergent. The research primarily originates from authors …
Mobile Application Diffusion and Success: An Interpretative Approach to Influential Factors
2018
The rapid evolution of mobile computing technology has been attributed to the increasing capitalizing by companies on this innovative business medium. The result of conformity between technology advancement and market demand increment for mobility has led to the development of different categories of mobile businesses in recent years. This research reviews the previous related literature to the subject and by deploying meta-synthesis as a systematic quantitative method; a generic model covering important factors contributing to mobile application diffusion is presented. The proposed comprehensive model consists of users' specifications, technical aspects and contextual factors in the first …
Knowledge-Intensive Business Service as innovation agent through client interaction and labour mobility
2008
Theoretical propositions often maintain that the Knowledge-Intensive Business Service (KIBS) sector is important in stimulating innovation activity in other industries. Empirical results from quantitative innovation surveys on the other hand generally regard KIBS as less important innovation partners for other firms. Such results may rely on the fact that quantitative surveys do not seize all the roles KIBS firms have as knowledge sources. The paper thus demonstrates that many workers left the KIBS sector in Norway to start working in other sectors during parts of the 1990s, signifying a flow of knowledge following the workers out of the KIBS sector.
How does brand-related user-generated content differ across social media? Evidence reloaded
2019
Abstract In light of the relevant changes in the social media environment in recent years, this paper extends the theoretical framework of user-generated content (UGC) dimensions and updates evidence on how brand-related UGC characteristics vary across social media. Using content analysis and statistical analysis of frequencies, we compare how different social media (Facebook, Twitter, and YouTube) shape twelve important UGC dimensions. Our findings suggest that, by flattening the differences on visual and richer content, the recent trends have made Facebook and Twitter more similar to YouTube on certain brand-related UGC dimensions (e.g., self-presentation, brand centrality, brand recommen…
Branded Entertainment
2017
Branded entertainment is the insertion of a brand within an entertainment property in such a way that the line between entertainment and advertising becomes blurred (Moore, 2006). This hybrid message develops in an increasingly convergent environment in which editorial content and advertising content are blended (Shrum, 2004). This indirect approach to deliver brand messages is gaining momentum as a marketing communications tool to engage consumers with brand messages in a non-interruptive and entertainment context. By using branded films, advergames, and other advertainment-type genres, advertisers aim to enhance consumers´ brand perceptions, brand awareness, brand recall, and brand recogn…
A new tool to classifying new technology-based firm prospects and expectations
1999
Abstract This is an exploratory insight into the profile and prospects of growth and success attached to one category of firms, the so-called New Technology-Based Firms (NTBFs). Analysis of our empirically based data from 30 NTBFs leads us to the Market-Technology-Entrepreneurial (M-T-E) Matrix, whose eight three-dimensional quadrants serve to classify high-tech new ventures by performance. A factorial analysis coupled with a discriminate analysis are the statistical tools employed in obtaining the M-T-E Matrix and ascribing predictive capacity to it.
The effects of price bundling on consumer evaluations of product offerings
1999
Abstract The bundling of multiple products or components at a set price has become a popular marketing strategy. Although little is known of how bundled price information should be presented to consumers, mental accounting principles provide guidelines. These principles suggest that more positive evaluations should result from bundling or integrating component prices into a single price and debundling or segregating component discounts into a set of discounts. A study is reported in which consumers were presented an offer for an automobile and then asked to evaluate their satisfaction with the offer, likelihood of recommending, and likelihood of repurchasing the brand. The study supports th…
Product placement in video games: The effect of brand familiarity and repetition on consumers´ memory
2017
Product placement in video games is gaining momentum as a means to target audiences in an indirect and engaging way. This research uses a 2 (high repetition vs low repetition) x 2 (high brand familiarity vs low brand familiarity) factorial design to test the effects of repetition and brand familiarity on consumers’ memory for brands placed in video games. Results suggest that consumers recall better familiar than unfamiliar brands placed in the video game and repetition increases recall for familiar brands. Results also suggest an interaction effect of repetition on brand recognition for unfamiliar brands but not for familiar brands. Managerial implications, limitations, and future research…
An Integrated Retailer Image and Brand Equity Framework : Re-examining, Extending, and Restructuring Retailer Brand Equity
2017
Retailers are amongst the world's strongest brands, but little is known about retailer brand equity. In spite of their extensive use, we argue that current operational models are too abstract for understanding the uniqueness of the retail industry and too simplistic to understand the interrelationships among the dimensions in the retailer brand equity building process. This study contributes to the existing and largely generic retailer equity frameworks in three ways: first, by incorporating retail specific dimensions from the retailer image literature; second, by re-examining and developing the structures and relationships between the dimensions of retailer equity by testing alternative st…