Search results for "ISING"
showing 10 items of 1141 documents
Overcoming resistance to product rebranding
2015
Purpose – The purpose of this article is to understand how and why consumers resist or accept product rebranding. It seeks to identify and to quantify the drivers of attitudes toward this marketing practice to guide marketing managers in the execution of an effective changeover. Design/methodology/approach – The research is conducted in three stages. First, a qualitative study is run among 45 consumers to identify variables that might influence attitudes toward product rebranding. Second, a review of literature on the emotion of surprise is carried out to specify the relationships between the variables previously identified and to formulate hypotheses. Third, a quantitative study is conduc…
Understanding franchisee performance : The role of the franchisee’s autonomy, affective commitment to the network and innovativeness
2018
Purpose The purpose of this paper is to investigate the impact of participative franchising on performance from the franchisee perspective. In particular, the paper analyses the impact of the franchisee autonomy – in human resource management and marketing decisions – affective commitment to the network and network innovativeness on the franchisee relative performance. Design/methodology/approach A survey answered by 226 franchisees in France allowed to estimate a structural equations model through partial least squares regression analysis to test the hypothesised relations between autonomy, affective commitment, innovativeness and performance. Findings According to the authors’ findings, …
Which are online shopping determinants Analysing ease and convenience to use, prior shopping experience, online benefits, social influence in India
2021
Online shopping is growing day by day with the help of technology and customer support. Provided that India is the second largest country in terms of internet users, the purpose of the study is to examine online shopping determinants. This topic is original and up to date not only from the academic point of view, but also from the practical one. Indeed, to attract internet users to the online shopping, retailers need to understand the drivers of such phenomenon. In order to reach the goal, primary data was collected through a questionnaire survey wherein judgemental sampling method has been used. Then an exploratory factor analysis was performed. Results highlight that 'ease of use and conv…
How does sponsorship of a high-involvement sports event mark the sponsor brand? An application to public institutions
2020
The study examines brand awareness, recall and bonding between the brand and the sponsored event, event involvement, value and the reputation of the institutional brand, as well as the perception among local attendees, using the Trinidad Alfonso Marathon celebrated in Valencia (Spain). A sample of 507 attendees (runners and viewers) was obtained and the results showed the relevance of the transfer of the perceptions of the sponsored activity to the institutional brand. Also, it was found that the type of event participation, the gender and the exposure determine different responses. The findings reveal a series of implications for brand managers in the public administration domain regarding…
Attraction factors of shopping centers: Effects of design and eco-natural environment on intention to visit
2017
Purpose People visit malls not only to buy a product they need but also to enjoy the atmosphere or environment of the shopping center. Based on design and eco-natural environment, the purpose of this paper is to analyze the attraction factors of shopping centers. Design/methodology/approach The sample comprised 449 consumers from 25 different shopping centers in Bogota. The structural equation model (AMOS) enables the authors to discuss the influence of the design of green and natural spaces in the commercial management of shopping centers, given its positive and significant effect on the intention to visit. Findings Shopping centers are, by definition, spaces with a high level of design o…
The role of perceived value and emotions in the satisfaction and future intentions of spectators
2016
The quality of service offered by sports entities has become a good predictor of user satisfaction and also future intentions. To know the future intentions of customers of any service is a key objective to develop service improvement and retention strategies. This need has also become apparent to professional sports clubs. In this study, the relationship between quality, perceived value, emotions, satisfaction and future intentions of spectators are analyzed for a sporting event. Using a sample of 563 spectators and modeling with structural equations, results indicate that perceived value is the best predictor of the satisfaction and future intentions of spectators, while quality and emoti…
Institutionalisation in professional freestyle snowboarding – Finnish professional riders’ perceptions
2014
AbstractBy employing W. Richard Scott’s neo-institutional tools this study examines how Finnish professional snowboarders perceive the possibilities of self-expression amid the changes that have taken place in the field of professional snowboarding in recent years. The results indicate that snowboarders perceive competitions and filming or photo shoots as two different subfields in which different institutional elements are emphasised. Both subfields play a strong role in marketing the sponsor and the riders appear to have adopted their role in this system well. However, the pro snowboarders express concern about the regularisation of courses, styles and formats of the competitions and the …
Do experiential events create city brand?
2016
Resumen Objetivo: Este artículo analiza hasta qué puntos los megaeventos (grandes eventos) pueden desarrollar marcas-ciudad poderosas reconocidas a nivel mundial, tema poco estudiado hasta la fecha. Metodología: Se ha utilizado el método cuantitativo. En concreto se efectuaron 398 encuestas a residentes en Aguascalientes (México), durante la celebración de un megaevento conocido como Feria Nacional de San Marcos. Resultados: Los resultados de la investigación permiten verificar que (i) respecto a los antecedentes: la actitud de los residentes hacia una marca-ciudad mejora tras las experiencias vividas en megaeventos que ocurren esa ciudad (H1) y (ii) respecto a los efectos: queda corroborad…
A comparative study of mobile messaging services acceptance to participate in television programmes
2010
PurposeThe purpose of this paper is to analyse key drivers of consumer acceptance of short messaging services (SMS) to participate in TV programmes.Design/methodology/approachThe technology acceptance model (TAM) and the theory of planned behaviour (TPB) have been integrated for the determinants of the acceptance of mobile data services incorporating variables regarding consumer‐media interaction (perceived value and affinity). The model has been tested using structural equation modelling.FindingsPerceived value, attitude and affinity towards television (TV) programmes determine SMS acceptance to participate in TV programmes in Spain. In contrast, subjective norm, perceived value and attitu…
The Value of Brand Equity
2013
Abstract This paper aims to be a brief presentation of brand equity as a provider of strategic advantages for companies that own brands. Successful management of a brand must be focused on values capitalization so that these attributes could represent a natural extension of general perception. The stated goal of any brand manager is to strengthen the brand values so that they may be easily recognizable and identifiable to the public.