Journal Articles

Citation: Tercia, C., Teichert, T., Sirad, D. (2021). Implicit cognitions in the experience economy: Assessing travelers' implicit attitudes toward (social) travel experiences. Journal of Marketing Trends, 7 (2), 13-23.
Open journal article

Abstract:
Tourism and travel are at the forefront of the experience economy, with consumers articulating growing interest in responsible and social experiences. However, most travel products still provide basic aesthetic experiences, such as e.g. beaches and club settings, along with traditional entertainment. This disparity between travelers’ stated needs for more life-changing travel experiences and their acceptance of underwhelming travel offerings might be explained by shortcomings of the traditional survey-based methodology of assessing travelers’ attitudes. Therefore, this study uses implicit attitude measurement to elicit consumers´ underlying attitudes toward travel experiences. Findings show that travelers associate aesthetics more with positive and education more with negative travel experiences. Comparing escapism and entertainment motives, respondents have more positive associations with passive, absorptive entertainment than with active, immersed escapism experiences. Thus, implicit cognitions may explain observed attitude-behavior gaps in responsible tourism.

Keywords: Implicit Association Test, experience economy, travel motives, experimental study.

Citation: Sun, H., Verbeke, WJMI., Belschak, F., van Strien, J. and Wang, L. (2021). Investigating Managers’ Fine-Grained Evaluation Processes in Organizations: Exploring Two Dual-Process Perspectives. Frontiers in Neuroscience, 15 (649941), 1-18.
doi: 10.3389/fnins.2021.649941

Abstract:
The dual-process theory is a significant theory in both organizational theory and social psychology and two conjectures about this theory are considered in this manuscript; the default-interventionist vs. parallel-competitive account. Our research goal is to empirically investigate these two views. In concrete terms, by using event-related potentials (ERPs), we seek to study the fine-grained brain processes and self-reported feelings involved in managers’ evaluations of target employees within an economic context (firing employees) vs. a social network context (excluding employees). Using the stereotype content model categories, each target employee has high (or low) warmth and high (or low) levels of competence. In the fine-grained ERP analysis of the brain process, we focus on three time windows of interest: novelty detection (N2) and goal violation detection (N400) at the unconscious level, and we then evaluate conscious emotional arousal (late positive potential, LPP). Finally, we focus on the self-reported feelings when having to fire or exclude target employees. As goal pursuit theory predicts, the brain dynamics and self-reported measures differ widely across the two organizational contexts; in concrete terms, processes at a later stage overrule early stages depending on the context. This implies that the data bespeaks more for the parallel-competitive account than the default-interventionist account. We discuss the implications of these findings for research in management and management practice.

Keywords: economic context, social network context, dual-process theory, event-related potentials, stereotype
content model

Citation: Frerichs, I.M., Teichert, T. (2021). Research streams in corporate social responsibility literature: a bibliometric analysis. Management Review Quarterly, 1-31. 
https://doi.org/10.1007/s11301-021-00237-6

Abstract:
Corporate social responsibility (CSR) research is heterogeneous and still fragmented. In its interdisciplinary setting, researchers focus on diferent CSR aspects, secondary concepts and themes. The lack of a unifying paradigm indicates that the CSR literature should be summarized and classifed. This study’s systematic overview of CSR research provides such a classifcation. Previous conceptualizations of CSR research mapped the literature from individual authors’ perspective, rendering diferent and partly inconsistent classifcations. Using bibliometric methods, this paper ofers an objective overview. We analyze the references of 1902 CSR journal articles by bibliometric techniques as (co-)citation, core/periphery, factor, and network analyses. By doing that, we provide an overview of the CSR research core, identify diferent research streams, describe their main publications’ topics and recent developments, and make suggestions to inspire future research in and across research streams. Our results show the increased relevance of formerly niche research streams, such as employee-oriented CSR research, or research on consumer skepticism. Among others, process-oriented and micro-level research, critical approaches, and mergers between themes from various research felds ofer a wide scope for further research.

Keywords: Corporate social responsibility, CSR conceptualization, Research
streams, Bibliometrics, Co-citation analysis. 

Citation: Teichert, T., Sun, H., González-Martel, C. (2021). Sequence effects of city tour experiences: A tourism fatigue perspective. Journal of Destination Marketing & Management, 21 (100646).
https://doi.org/10.1016/j.jdmm.2021.100646

Abstract: 
City tours provide travelers with various experiences by means of a series of attractions, but little attention is paid to the effects that the sequence in which travelers visit these attractions have on their tourism evaluation. The paper aims to investigate the sequence effects of experiences along the experience economy model’s two axes. This study analyzed 33,350 records that 7855 travelers on a city tour of Madrid posted of about 525 at tractions on TripAdvisor. The results reveal that travelers value a sightseeing experience less if a previous attraction offered the same type of experience. Furthermore, active-participation attractions are more highly rated when visited after passive-participation ones. Similarly, travelers rate attractions providing absorption more positively after they have visited immersion ones. The findings are explained by using various tourism fatigue dimensions: affective fatigue, motivational fatigue, and cognitive fatigue. The study shows that sequence effects play an important role in helping to prevent tourism fatigue and increase tourism satisfaction, both of which have practical implications for tourism marketers’ planning strategy.

Citation: Teichert T., Graf A., Swanton T.B. & Gainsbury,  S.M. (2021). The joint influence of regulatory and social cues on consumer choice of gambling websites: preliminary evidence from a discrete choice experiment, International Gambling Studies.
DOI:10.1080/14459795.2021.1921011

Abstract: 
Authorities regulate online transactions to protect consumers from unintended negative consequences. Regulatory cues (e.g. certifications) enable consumers to identify formally approved online gambling offers where unauthorized products are available and blocking access is difficult. However, consumers who gamble online are also influenced by peer endorsement and frequently search for peer usage information to make decisions. This study investigates the interaction of regulatory and social cues and shows that these can be either complementary or substitutionary from a consumer perspective. Australian undergraduate students (N= 195, 72.3% female) indicated preferences toward fictitious online gambling websites in a discrete choice experiment involving active searching for cues. The impact of regulatory cues on decision-making increased when social cues indicated high quantities of website users, and when respondents lacked general trust toward gambling websites, but decreased when user social proximity was signaled. Our preliminary findings suggest regulatory cues should be prominent, and policies could aim to heighten mistrust in unauthorized sites. This study provides a foundation for further research designed to inform consumer protection agencies about how to influence consumer choice of online gambling websites in settings where regulatory and social cues may compete.

Citation: Hu, F.,Teichert, T., Deng, S., Liu, Y., Zhou, G.(2021). Dealing with pandemics: An investigation of the effects of COVID-19 on costumer's evaluations of hospitality services.Tourism Management, Vol. 85.
https://doi.org/10.1016/j.tourman.2021.104320

Abstract:
The hospitality industry is highly vulnerable to pandemics. However, little is known about how pandemics alter travelers' evaluations of hospitality services. Therefore, this study investigates the changes in travelers' expectations and perceptions of hotel services during different stages of the novel coronavirus 2019 (COVID-19) pandemic. 98,163 Chinese hotel reviews were collected and scrutinized via text mining and sentiment analysis techniques to derive new implications for service optimization. The results reveal shifts in consumers’ evaluations well beyond hygienic requirements. Insights obtained from this research can help guide hospitality practice in organizing its priorities during acute pandemic situations and adjusting to possibly longer-lasting shifts in consumer preferences.

Citation: Trivedi, R. H., & Teichert, T. (2021). Consumer reactions to nudity in print advertising: Comparing same‐gender and opposite‐gender effects. Psychology & Marketing, 38, 819-833.
https://doi.org/10.1002/mar.21471

Abstract:
It is often assumed that exposure to nude stimuli in advertising influences consumer behavior positively. However, the empirical evidence concerning the effects of nudity on consumer reactions is inconclusive. The goal of this study is to disentangle the effects of opposite‐gender and same‐gender nudity on female and male consumers' reactions. This study, thereby, offers a framework for the appropriate choice of seminude or fully clothed human stimuli based on advertisers' objectives and consumer–model gender interactions. The empirical data were derived from a large‐scale market research initiative from Germany with 61,399 consumer evaluations of 147 real ads from 16 product categories. Female consumers show positive same‐gender results for both seminude and fully clothed female models, indicating strong homophily, but nonsignificant opposite‐gender effects on information search, positive attitude change, integration of brand into consideration set, and purchase intentions. In contrast, male consumers demonstrate a significantly positive and equally strong influence of opposite‐gender and same‐gender seminude stimuli on all of the four variables.

Citation: Trivedi, R. H., & Teichert, T. (2020). Consumer Reactions to Animal And Human Models in Print Ads: How Animals and People in Ads Influence the Purchase-Decision Journey. Journal of Advertising Research, 60(4), 426-438.
DOI: 10.2501/JAR-2020-002

Abstract:
Animals have been used in advertisements for decades, yet little is known about the effects
on consumer reactions along the entire purchase-decision process. This study disentangles
the effects of using animal stimuli in isolation or jointly with a human model in print
advertisements. Empirical evidence was derived from 126,220 consumer evaluations of
302 actual print advertisements across 18 product categories. Animals not only supported
a positive attitude change, they also influenced how products integrated into consumers’
relevant set and the purchase intention by itself. By comparison, women reacted more
strongly than men to animal stimuli. Combining an animal stimulus with a human model
should be avoided, to preserve a better influence over consumer reaction.

Citation: Teichert, T., Rezaei, S. and Correa, J.C. (2020). Customers’ experiences of fast food delivery services: uncovering the semantic core benefits, actual and augmented product by text mining, British Food Journal, Vol. 122 No. 11, pp. 3513-3528.
https://doi.org/10.1108/BFJ-12-2019-0909

Abstract
Purpose – This study conceptualizes food delivery services as service mix decisions (SMDs) and illustrates a
data-driven approach for the analysis of customers’ written experiences.

Design/methodology/approach – Web scraping, text mining techniques as well as multivariate statistics
are combined to uncover the structure of the three tiers of SMD from consumers’ point of view.

Findings – The analyses reveal that fast food delivery is not primarily about speed but that there are four
distinct experiential factors to be considered for SMDs. Fast food delivery services are associated both with the
actual product (i.e. product issues and brand satisfaction) and with the augmented product (payment process
and service handling).

Originality/value – Findings demonstrate the relevance of SMDs in omnichannel food retail environments
and guide researchers in multistage analyses of consumers’ online food reviews.

Citation: Teichert, T., Ackermann, C. L., & Wörfel, P. (2020). Casual snacking as an automatic process: a grounded cognition framework. British Food Journal, 123 (5), 1705-1721.
https://doi.org/10.1108/BFJ-07-2020-0645

Abstract:
Purpose
Snacking typically occurs as an automatic, consciously uncontrolled process which can lead to unintended health consequences. Grounded cognition informs about the multifaceted drivers of such automatic consumption processes. By integrating situation-, stimulus-, and person-specific factors, this study provides a holistic account of snacking.

Design/methodology/approach
A combined psychophysiological and behavioral experiment is conducted wherein participants can casually snack chocolate while participating in a survey setting. Implicit cognitions are assessed with the Implicit Association Test. The percentage of consumed chocolate serves as dependent variable in a Tobit regression with predictors at situation, stimulus and person level.

Findings
Chocolate snacking is positively influenced by personal craving tendencies, implicit food associations and situational contingency. We condense the results into an overarching framework in line with grounded cognition literature.
Practical implications
The multidimensional framework can guide consumer protection efforts to reduce excessive snacking habits based on situation, stimulus and person.

Originality/value
This study integrates theory from social cognition, consumer research, and behavioral food research and, thereby, extends the existing body of knowledge on grounded cognitions underlying snacking consumption.

Citation: Hu, F., Li, H., Liu, Y., Teichert, T.(2020).Optimizing service offerings using asymmetric impact-sentiment-performance analysis. International Journal of Hospitality Management, 89 (102557).
https://doi.org/10.1016/j.ijhm.2020.102557

Abstract:
Researchers refer to various theories to investigate the distinct relationships between importance, performance, and the (a)symmetric impact of service attributes on customer satisfaction (CS). However, a fully integrated model that would allow practitioners to automatically execute analyses to optimize their service offerings in a competitive landscape is missing. Previous studies widely rely on importance/performance ratings of predefined service attributes retrieved from closed-ended questionnaires, which can hardly capture the competitive landscape from the customers’ perspective. This paper introduces a novel asymmetric impact-sentiment-performance analysis (AISPA) to address these gaps by performing automated opinion mining on online reviews. Customers’ evaluations of three hotel chains serve as an example application. The impact-asymmetry of the hotel service attributes on CS, the attribute impact and performance are jointly visualized in a 3D grid. An elaborate understanding of service assessments is gained, leading to attribute prioritization and specific recommendations for optimizing future offerings.

Citation: Hillebrand, S., Teichert T., and Steeger J. (2020). Innovation in Family Firms: An Agency and Resource‐Based Lens on Contingencies of Generation and Management Diversity, British Journal of Management, Vol. 31, pp. 792-810.
DOI: 10.1111/1467-8551.12375

Abstract
Family firms are increasingly recognized as a heterogeneous group of businesses with specific strengths and weaknesses that make them either superior or inferior to non-family firms. Recent research has therefore started shifting away from comparisons between family firms and non-family firms to comparisons between family firms. This study investigates the influence of two key paramete rs of ‘familiness’ – the generation in control and the (non-family) management diversity – on family firm innovation. While agency-based arguments stress the liabilities of these two parameters of family influence, resource-based arguments highlight their benefits. Conflicting effect hypotheses are derived and tested in the context of German family firms. The empirical results imply that family firms’ generational development and higher management diversity influence their innovation positively and that their benefits outweigh their liabilities in the context of German family firms.

Citation: Tercia, C., Teichert, T., Sirad, D., Soehadi, A.(2020). Conveying pre-visit experiences through travel advertisements and their effects on destination decisions. Journal of Destination Marketing & Management, 16 (100331).
https://doi.org/10.1016/j.jdmm.2018.12.005

Abstract:
Potential travelers need to anticipate their vacation experiences when making their travel destination choices. Advertisements are used as external stimuli to support the process of consumption vision elaboration by evoking emotions and communicating specific experience dimensions. Using a generic experience economy framework, this paper differentiates between travel experiences with passive and active participation, as well as between those with immersion and absorption experiences. The findings show that the effects of advertisements on arousing travelers' visit interest and fulfilling their information needs depend on the specific type of envisioned travel experience. Travelers’ emotional response to advertisements has a partially mediating effect on their effectiveness. Suggestions are provided for marketing practitioners and effect modelers.

Citation:  Brailovskaia J. & Teichert T. (2020). "I like it” and “I need it”: Relationship between
implicit associations, flow, and addictive social media use, Computers in Human Behavior, 113 (106509).
https://doi.org/10.1016/j.chb.2020.106509

Abstract
The use of online social media (SM) is part of daily life, but may impact subjective wellbeing negatively, and contribute to the development of addictive tendencies. The present empirical study investigated the mechanisms that might explain this development. An online survey and an implicit association test (IAT) investigated the relationship between implicit
associations with SM, SM flow and addictive social media use (SMU) in a sample of 145 users of SM. The results reveal a significant positive association between all three investigated constructs. Moreover, SM flow mediated the relationship between the implicit associations and addictive SMU significantly. Implicit associations with SM might therefore foster immersion into the online world, which contributes to SM flow’s positive experience. However, SM flow might also serve as an antecedent of addictive tendencies. The study findings should be considered when assessing individuals at risk of addictive SMU, and when developing (therapeutic) intervention programs to deal with problematic social platform use.

Keywords: Implicit associations; social media flow; addictive social media use; implicit association test (IAT)

Citation: Zuschke, N. (2020). An analysis of process-tracing research on consumer decision-making. Journal of Business Research, 111, 305-320. 
https://doi.org/10.1016/j.jbusres.2019.01.028

Abstract:
Eye tracking has been used for decades to provide insight into the cognitive processes that underlie consumers' decision-making. Since there is a wide variety of tools, ranging from information display boards to functional magnetic resonance imaging, that can be used to better understand these processes, eye tracking should not be viewed in isolation. In order to understand the roots, current developments, and future research avenues of eyetracking research, it is necessary to focus on process-tracing research on consumer decision-making. This paper addresses this issue by quantitatively analyzing 347 articles, along with their 17,798 cited references, by means of factor and social network analysis. Six distinct, but to varying extents interconnected, key research streams dominate the field's research agenda. Revealing the emergence and growth of these research streams shows how their prevalence has changed over time. Several conclusions, based on the results, are drawn and used to indicate possible future research.

Keywords:
Consumer decision-making; Process-tracing; Bibliometric analysis; Eye tracking; Consumer neuroscience; Verbal protocol

Citation: Tercia, C., Teichert, T.(2020). To Whom Should I Send it? Sender Perspective on Incentivized Word of Mouthy. International Research Journal of Business Studies, 13 (2), 127-138.
https://doi.org/10.21632/irjbs.13.2.127-138

Abstract:
This paper examines how consumers’ WOM-related activity can be steered by marketing measures. By conducting an experimental study using mobile coupons as a novel tool of word of mouth, we specifically investigate how monetary incentives foster senders’ decision in targeting particular receivers. Our results show that senders tend to share incentivized WOM with receivers deemed to be close to them when the amount of the incentive is unequal between sender and receiver, and information on the incentive is revealed to both sides. The different amount of incentive for senders and their receivers also leads senders to target receivers who are deal prone.

Citation: Li, H., Liu, Y., Tan, C., Hu, F.(2020). Comprehending customer satisfaction with hotels: Data analysis of consumer-generated reviews. International Journal of Contemporary Hospitality Management, 32 (5), 1713-1735.
https://doi.org/10.1108/IJCHM-06-2019-0581

Abstract:
Purpose
Building on the three-factor theory, this study aims to unravel how the role of hotel attributes such as basic, excitement and performance factors could differ in accordance with different hotel star ratings and distinct customer segments.

Design/methodology/approach
This study explores the asymmetric effects of hotel attributes on customer satisfaction by extracting 412,784 consumer-generated reviews from TripAdvisor across different cities in China.

Findings
By taking into account the origins of customers and hotel star ratings, the study uncovers that guests’ expectations of hotel performance differ with respect to their origins (domestic and international guests) and the star ratings of the hotels being reviewed, thereby moderating the asymmetric impact of hotel attributes on customer satisfaction.

Research limitations/implications
The study compares and contrasts the determinants of customer satisfaction for domestic and international guests in the context of Chinese hotels. Care should still be exercised when generalizing the insights gleaned from this study to other contexts.

Practical implications
The findings from this study translate into actionable guidelines for hotel operators to make informed decisions regarding service improvement.

Originality/value
The study extends previous work by offering a deeper understanding of the asymmetric impact of hotel attributes on customer satisfaction. Specifically, this study provides a deep understanding of the different hotel attributes such as basic, performance and excitement factors in explaining customer satisfaction among different hotel customer segments. Findings from this study can not only inform hotel operators on the significance of various hotel attributes in determining customer satisfaction but also guide the formulation of business strategies to retain customers by inducing delight and not frustration.

Citation: Trivedi, R., Teichert, T., & Hardeck, D. (2020). Effectiveness of pull-based print advertising with QR codes: Role of consumer involvement and advertisement appeal", European Journal of Marketing, Vol. 54 No. 1, pp. 145-167. https://doi.org/10.1108/EJM-06-2018-0383

Abstract
Purpose
Despite quick response (QR) codes’ prominence, little is known about their embedding in pull-based communications. This study aims to measure QR code effects in print advertising along five different stages of consumer decision making, using advertisement appeals with moderating effects of product category involvement.

Design/methodology/approach
Data were derived from a German market research initiative with 326,212 consumer evaluations for 792 real print advertisements from 26 product categories. Multinomial logit models were used to investigate the effects of QR code presence on consumer reactions.

Findings
QR codes steer purchase intention in a low-involvement product category if used alongside an emotional appeal. Advertisements for high-involvement products benefit if QR codes are combined with an overall informational appeal. QR codes do not enhance the persuasive effects of advertisements’ informational appeals in a low-involvement product category.

Research limitations/implications
The effects of QR codes on consumers’ responses cannot be analysed in isolation but depend on advertisement context. They interact with advertisements’ informational and emotional appeals and product category involvement.

Practical implications
Marketers should not use QR codes indiscriminately but should carefully consider advertisement context. QR codes should be used alongside an emotional appeal if the marketer’s objective is to induce purchase intention in low-involvement settings. Advertisements for high-involvement products need to combine QR codes with an informational appeal.

Originality/value
This study highlights the interplay of effects in print advertisements, which are typically considered push-based when they are combined with QR codes as pull-based communications in the digital marketing area.

Citation: Shannon, R., Sthienrapapayut, T., Moschis, G. P., Teichert, T., & Balikcioglu, B. (2020). Family life cycle and the life course paradigm: A four-country comparative study of consumer expenditures. Journal of Global Scholars of Marketing Science, 30(1), 34-44. https://doi.org/10.1080/21639159.2019.1613913

Abstract:
Marketers and academics have long been trying to develop effective segmentation models such as several versions of the family life cycle (FLC), which predicts behavior based on stages people are expected to sequentially experience during their lives. However, stage-based factors have been found poor predictors of consumer behavior, and assumptions held by the FLC model fall short of reality. Despite limitations inherent in family life cycle models and recent developments in other disciplines that have resulted in the replacement of the term “life cycle” with the more continuous concept of the “life course,” marketers are yet to capitalize on such recent developments for improving FLC models. This study shows how the traditional FLC model can be improved by incorporating variables from the life course paradigm (LCP). Although the databases employed do not permit the development of refined FLC stages for testing various assumptions derived from the LCP, the paper provides a “sensitizing” framework for thinking how to improve efforts to study consumers at different FLC stages.

Keywords:
Family life cycle; life course; life events; consumer behavior; marketing

Citation: Hu, F., Trivedi R. H. (2020). Mapping hotel brand positioning and competitive landscapes by text-mining user-generated content. International Journal of Hospitality Management, 84(102317). https://doi.org/10.1016/j.ijhm.2019.102317

Abstract:
This study uncovers hotel brand positioning and competitive landscape mapping by text-mining user-generated content (UGC). Rather than relying on a single dimension of consumer evaluation, the current study detects brand attributes by using both customer preferences as well as perceptual performance to develop meaningful insights. For this, the study combines content analysis and repertory grid analysis (RGA) to answer three key research issues. 111,986 hotel reviews from two biggest Chinese cities are used to explore and visualize the competitive landscape of six selected hotel brands across three hotel categories. Findings from the study will not only advance the existing literature on brand positioning and competitive landscape mapping but also help practitioners in developing brand positioning strategies to fight competitors within and across hotel categories.

Citation: Hu, F. (2020). What makes a hotel review helpful? An information requirement perspective. Journal of Hospitality Marketing & Management, 29(5), 571-591.
 https://doi.org/10.1080/19368623.2019.1661931

Abstract:
With the dramatic proliferation of online user-generated content (UGC), research has emerged to gain understanding of what makes a review helpful, and how useful knowledge can be filtered from over-loaded UGC. Hospitality literature has widely examined the characteristics of helpful online reviews for identifying the determinants of helpfulness. In contrast, the influence of embedded opinions in reviews on helpfulness voting has rarely been examined. This study investigated the distribution of 28 identified hotel attributes ranging between helpful and not-helpful categories, in 85,963 hotel reviews. The findings suggest that customer information requirements differ according to hotel class. Some attributes are reported as uniquely helpful for a specific hotel class, such as proximity to a station (3-stars), bed and lobby (4-stars), and experience and drinks (5-stars), whereas other attributes apply to multiple groups, such as walking distance (3?4 stars), English fluency (4?5 stars), and front-desk, street-road, taxi, and value (3?5 stars).

Citation:Wörfel, P. (2019).Unravelling the intellectual discourse of implicit consumer cognition: A bibliometric review (101960). https://doi.org/10.1016/j.jretconser.2019.101960

Abstract:
Consumer judgement, decision-making, and behavior largely rest on mental processes that reside outside of conscious awareness. Indirect measures and accompanying theoretical developments contributed to a better understanding of unconscious processes and produced a thriving stream of literature. More or less interrelated schools of thought emerged, yet the knowledge of the research field lacks full integration. This study aims to unveil the hidden structure of the discourse, condense knowledge, and stimulate further research. To this end, 446 research articles with 16,684 unique references serve as a database. A factor analysis on the co-citation patterns of the top 156 articles identified seven research streams. Social network analysis revealed intellectual connections within and between research streams. The temporal development of research streams shows that the main focus shifted from implicit memory to implicit attitude research after the emergence of the Implicit Association Test (IAT). Implicit theories, although relevant, are isolated from the rest of the research field. This gap holds potential for further knowledge integration.

Citation: Rezaei, S., Emami, M., Valaei, N.(2019). Modeling Emotive and Cognitive Origins of Consumer's Purchase Choices and Patronage Decisions. International Journal of e-Business Research, 15 (2), 71-92.
https://doi.org/10.4018/IJEBR.2019040104

Abstract:
Despite the considerable role of consumers' emotive and cognitive origins in performing e-commerce transactions, a few empirical investigations systemically integrate the utilitarian and hedonic factors into the online retailing environment to uncover consumers' purchase choices and repatronage decisions. Built upon the dual-process framework and cognitive model (COG) of satisfaction decisions, this article proposes that anticipated elation (emotive factor) and trust propensity (cognitive factor) are the determinants of immersive satisfaction (emotive factors/outcome) and repatronage intention (cognitive outcome). The study further argues that the utilitarian and hedonic factors moderates the proposed relationships. A sample of 424 valid questionnaires was collected from experienced online consumers in Malaysia. Statistical analysis of the study was conducted using partial least square (PLS), which is a variance-based structural equation modeling (VB-SEM) technique, for both measurement and structural assessments. The empirical evaluation supports the structural relationships between exogenous and endogenous constructs in the online retailing environment. Additionally, utilitarian and hedonic product type moderates the proposed structural relationships, except for the relationship between anticipated elation and immersive satisfaction. The research's practical and theoretical implications are discussed.

Citation:Teichert, T., Graf, A., Rezaei, S., Wörfel, P., Duh, H.. (2019). Measures of Implicit Cognition for Marketing Research. Marketing ZFP - Journal of Research and Management 41(3), 48-76. https://doi.org/10.15358/0344-1369-2019-3-48

Abstract:
Automatic, unconscious processes largely influence human decision-making. However, quantitative market research focuses on eliciting conscious responses. This foregoes the opportunity to investigate – and steer – preceding cognitive processes of decision-making. Three implicit cognitions are of special relevance along consumers’ journey: Implicit attention introduces the first perception of a stimulus. Implicit associations can cause attitude and preference formation. Finally, approach tendencies can induce impulse buying. This paper provides a broad methodological overview of these implicit cognition measures to guide future researchers’ marketing applications. It presents the methods’ theoretical foundations, outlines how they can overcome explicit measures’ limitations, and sketches their potential for marketing applications. In addition, the authors describe important research paradigms, alternative experimental setups, and data analyses steps to enable researchers to use implicit measurement tools. The measurement instruments are implemented in a non-profit software (AskYourBrain) and tested in an illustrative study. Key findings are summarized and marketing application suggestions made.

Citation: Hu, F., Teichert, T., Liu, Y., Li, H., & Gundyreva, E. (2019). Evolving customer expectations of hospitality services: Differences in attribute effects on satisfaction and Re-Patronage. Tourism Management(74), 345-357.
https://doi.org/10.1016/j.tourman.2019.04.010

Abstract:
Survey-based research on hotel re-patronage is based largely on hotel customer satisfaction measurements and stated re-visit intentions. Less is known about actual re-patronage and evolving traveler preferences in re-visit situations. Online reviews enable longitudinal analyses of individual travelers' hotel assessments. Scrutinizing accommodation experiences manifested in half a million online customer reviews, spanning well above 10 years, this study investigated factors in consumers' satisfaction and repeat patronage for different times of visiting the same hotel. The study found robust evidence as to how consumers’ service evaluations change with repeated visits. Specifically, room quality becomes less important in shaping consumer satisfaction, while re-patronage decisions come to emphasize the quality of service. Hotel location, to which consumers accord minimal weight when assessing their overall hotel satisfaction, was identified as an important determining factor for re-patronage. The patterns revealed in evolving consumer assessments point to new insights for improving hotel offers.

Citation: Wilden, R., Gudergan, S., Akaka, M. A., Averdung, A., & Teichert, T. (2019). The role of cocreation and dynamic capabilities in service provision and performance: A configurational study. Industrial Marketing Management, 78, 43-57. https://doi.org/10.1016/j.indmarman.2018.06.008 

Abstract:
The success of a professional service firm relies on its capacity to adapt service provision capabilities to changing environments (i.e., dynamic capabilities) and to create relationships with clients (i.e., cocreation capabilities). However, previous research does not provide specific evidence of the association between these two higher-order capabilities (also called operant resources) and specific service provision capabilities. Furthermore, little is known about how trade-offs between different capabilities relate to performance. This study uses data from 279 marketing advisory firms to explore how different configurations of higher-order dynamic and cocreation capabilities, in consideration of their lower-order service provision capabilities, are associated with similar or different performance. We find that cocreation capabilities can substitute dynamic capabilities, and that dynamic capabilities and cocreation capabilities can compensate for service provision capabilities to affect customer-based performance. However, the same does not apply for financial performance: cocreation capabilities appear to not allow overcoming deficiencies in dynamic capabilities and service provision capabilities. Also, firms can have similar service provision capabilities and experience similar financial performance while emphasizing the use of either dynamic capabilities or cocreation capabilities; suggesting that dynamic capabilities and cocreation capabilities can substitute for each other.

Keywords:
Professional service firm, Co-creation , Dynamic capability, Configuration, Operant resource, Service-dominant logic

Citation: Effertz, T., Teichert, T., & Tsoy, M. (2019). Fast food, ads, and taste in a Russian child’s mind. Psychology & Marketing, 36(3), 175–187.   https://doi.org/10.1002/mar.21171

Abstract:
Research demonstrates that brands can influence children’s food preferences and potentially contribute to unhealthy consumption patterns. This article extends this line of research by investigating the complex and interacting effects of food brand marketing on experienced taste. The empirical field in a remote Russian town enabled the assessment of branding effects when entering a newly established market. Examining the combination of various advertisement features with emotional brand elicitation, we derive hypotheses about the interplay of brands and advertisement components linked to the perceived taste of a fast food meal. In Novosibirsk, Russia, 778 children and adolescents aged 10–18 years were exposed to fast food advertisements with real and imaginary brand logos and varying advertising claims. The advertisements consisted of a warning, an exaggerated credence claim, or both. A subsequently offered fast food meal—a portion of French fries—was experimentally varied and prepared to be either healthier but less tasty and unsalted, or less healthy but tastier and salted. The findings verify strong and positive brand effects on children’s taste satisfaction. Warnings in advertisements “worked” only for novel fast food brands by negatively affecting taste satisfaction, but increased taste satisfaction when applied in advertisements for established brands. Single credence claims did not improve the taste experience, but counteracted the negative effects of warnings for novel brands. Finally, the established brand influenced taste satisfaction positively when the fries were saltier. The findings reveal various opportunities for fast food marketing to artificially create taste satisfaction for potentially unhealthy food. Public health strategies that focus on advertising claim restrictions should be reconsidered in the context of possible evasion strategies of the food industry and counter‐effects of warnings among strong fast food brands.

Keywords:
Fast food; Marketing to children; Taste experience; Brands; Emotions; Warnings

Citation: Duh, H. and T. Teichert (2019). "Preventing Compulsive Shopping Among Young South-Africans and Germans." Young Consumers 20(1), 29-43.
https://doi.org/10.1108/YC-08-2018-0842

 

Abstract:
Purpose 
Young consumers globally are susceptible to becoming compulsive shoppers. Having negative consequences and considering that compulsive shopping may originate from past family life experiences, this study employed human capital life-course and positive-activity theories to suggest a socio-psychological pathway for prevention. It also examined the mediating influence of happiness and money attitude.

Design/methodology/approach 
University students in South-Africa (N = 171) and in Germany (N = 202) were surveyed. Structural equation modelling was used to test relationships and multi-group analysis assessed cross-cultural differences.

Findings 
Emotional family resources received during childhood positively impacted happiness at young adulthood, which was found a positive driver of budget money attitude. Budget money attitude in turn limited compulsive shopping for German young consumers, but not for South-Africans. Cross-cultural differences are also observed in mediating effects of happiness and budget money attitude.

Citation: Trivedi, R. H., & Teichert, T. (2019). The effect of ad smiles on consumer attitudes and intentions: Influence of model gender and consumer gender. Journal of Business Research, 99, 197–205.
https://doi.org/10.1016/j.jbusres.2019.02.052

Abstract:
Firms widely use smiling models to create a positive background setting for advertisements. This study assesses the various effects of smiling in print advertisements across different stages that consumers go through as they form brand or ad attitudes as well as purchase intentions, while also considering interaction effects between the genders of models and viewers. Empirical evidence comes from 175,647 consumer evaluations of 421 real advertisements across a broad spectrum of product categories (22). Beyond gender, a smiling model not only effects a positive attitude change but also influences a product’s integration into a relevant set and a consumer’s purchase intention. For female consumers, a smiling model of the same gender exerts a greater influence on positive brand attitude change and on purchase intention. Advertisers should avoid using non-smiling male models when targeting female consumers. In contrast, smiling models of both genders can positively influence male consumer reaction, while use of a female model should be avoided during the early stages.

Citation: Reckmann, T., & Teichert, T. (2019). Antecedents of WOM: Product Appraisal and Brand Relationship as Drivers of Customer Referral Dimensions. Marketing ZfP, 41(1), 50-66.

Abstract:
Word of Mouth (WOM) is typically investigated as an exogeneous variable influencing con-sumers´ future product purchases. Whereas drivers of positive and negative WOM are well investigated, antecedents of different types of positive WOM are hardly differentiated. This research investigates the multifaceted nature of consumers’ product and brand encounters as antecedents of distinct WOM referral dimensions. A large-scale cross-sectional survey connects WOM incidents with consumers’ a-priori product and brand interactions. Seemingly unrelated regressions are applied to disentangle the effects of product appraisal and brand relationship on different dimensions of customer referral. Whereas product appraisals evoke functional referral, brand relationships particularly foster prescriptive and emotional WOM. Researchers are thus encouraged to inspect ex ante experiences with products and brands to better explain and predict consumers’ WOM behavior. Practitioners can use the derived insights to proactively steer de-sirable forms of WOM by designing supportive consumer experiences.

Citation: Hillebrand, S. (2019). Innovation in family firms–a generational perspective. Journal of Family Business Management, 9(2), 126-148.
 https://doi.org/10.1108/JFBM-04-2018-0011

Abstract
Purpose
The purpose of this paper is to clarify the generation–innovation relationship in family firms. The study acknowledges that the degree of family influence on a firm varies over generations and tests if the generation–innovation relationship is affected by two defining characteristics of family influence (family management and intention to transfer family control). Based on recent research that deconstructed a family’s influence, this paper seeks to contribute to disentangling the ambivalent findings on family firm innovation.

Design/methodology/approach
The study draws on the Community Innovation Survey and analyzes a comprehensive data set of German family firms. The analysis builds on a structural equation model and tests if the two defining characteristics of family influence serve as mediators in the generation–innovation relationship.

Findings
The study suggests that family firms raise their innovation output over generations. Yet, a considerable fraction of the increase occurs via indirect paths – particularly via the intent to transfer family control to succeeding generations. The results indicate that increased family influence has positive and negative effects on innovation, reinforcing the need for careful application of the family firm definition.

Research limitations/implications
The sample is exclusively composed of German firms and the generalizability of the findings is limited. Future researchers may also overcome further limitations related to the survey data used.
Practical implications
The results urge family firm leaders to recognize the vital role of succession planning and non-family management involvement in an innovation context.

Originality/value
The study deconstructs the varying degree of family influence over generations and adds to the fields of family firm innovation, family firm definitions and typologies.

Keywords:
Family business, Innovation, Management, Generation, Family firm definition

Citation: Teichert, T., Hardeck, D., Liu, Y., & Trivedi, R. (2018). How to Implement Informational and Emotional Appeals in Print Advertisements. Journal of Advertising Research, 58(3), 363–379. 
https://doi.org/10.2501/JAR-2017-054

Abstract:
Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy. This study offers a framework for the appropriate choice of advertising appeals based on advertisers’ objectives and target group demographics. The study differentiates magazine advertisements’ effects for five marketing objectives along the hierarchy-of-effect model, while accounting for moderating effects of age and gender. Results show that emotional appeals are superior to informational appeals for most marketing objectives, but not for achieving integration into the evoked set. Consumers’ age and gender significantly influence the effects of advertising appeals and reveal interaction effects.

Citation: Mohseni, S., Jayashree, S., Rezaei, S., Kasim, A., & Okumus, F. (2018). Attracting tourists to travel companies’ websites: the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention. Current Issues in Tourism, 21(6), 616–645.
https://doi.org/10.1080/13683500.2016.1200539

 

Abstract:
This article aims to examine the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention from travel websites. Built upon the theory of consumers’ perceived risk, a theoretical model was proposed and a questionnaire was developed. The fieldwork utilized responses from 409 participants who purchased travel items from websites of Malaysian travel companies. Partial least square (PLS) path modelling approach, a variance-based structural equation modelling (VB-SEM), was used to assess the overall goodness-of-fit tests, measurement and structural model. The results highlight different aspects related to the effectiveness and attractiveness of travel companies’ websites. Its unique finding highlights the importance of personal value as a user characteristic factor that can strongly affect online purchase intention. In addition, by combining user characteristics and website characteristic and examining them in a single model, this study provides a clear multidimensional picture of causal relationship between latent constructs in an online travel purchase context. Theoretical and practical implications of study results are discussed and suggestions for future research are provided.
Keywords: travel, website brand, personal value, online shopping experience, perceived risk, purchase intention, online travel agent

Citation: Ho, R. C., & Rezaei, S. (2018). Social Media Communication and Consumers Decisions: Analysis of the Antecedents for Intended Apps Purchase. Journal of Relationship Marketing, 1-25.
https://doi.org/10.1080/15332667.2018.1492322

Abstract:
The purpose of this study is to investigate how consumer’s socialization could shed light on social commerce apps behavioral intention (SCABI). Social commerce communication, virtual community trust, post-usage usefulness, perceived enjoyment, subjective norm, attitude toward the apps, and behavioral control are proposed as the several antecedents of behavioral intention of social commerce purchase decisions. Drawn from the Theory of Planned Behavior and social exchange paradigm, a theoretical model was developed and a list of (17) hypotheses was tested empirically. The sample included 230 respondents; structured equation modeling (SEM) was employed for measurement and structural evaluation. Prior to the evaluation of the measurement model and structural relationships, the indices for evaluation of goodness of model fit were obtained and the results show satisfactory values. The statistical results imply a reliable and valid measurement scale and the direct relationships were mostly supported. However, the virtual community trust → post usage usefulness, perceived enjoyment → SCABI, social commerce communication → attitude, attitude → SCABI, and subjective norm → attitude relationships were not supported. Therefore, social media, which is a highly social-related communication platform, plays a pivotal role in consumer decision making for online product purchases. Practical and theoretical implications are discussed.

Keywords: 
attitude toward apps, purchase decisions, social commerce apps, social media communication

Citation: Teichert, T., & Heidel, B. (2018). (Nicht-)Kompensatorik beim Kauf neuer FMCG-Produkte. transfer - Werbeforschung & Praxis, 64(1), 6-16.

Abstract: In der Praxis wird häufig implizit davon ausgegangen, dass neue Produkte des täglichen Bedarfs am PoS auf Basis einer kompensatorischen Kaufentscheidung, bei der mehrere Merkmale berücksichtigt und gegeneinander abgewogen werden, gekauft werden. Dieser Beitrag untersucht die Rolle der Kompensatorik bzw. der Nicht-Kompensatorik bei der Wahl neuer FMCG-Produkte. Anhand einer kritischen Bestandsaufnahme der Literatur werden je zwei Hypothesen zur Existenz und zu den Effekten von Nicht-Kompensatorik abgeleitet. In einem qualitativen Pretest und in einer Experimentalstudie wird empirisch geprüft, welcher Entscheidungstyp dominiert und welchen Einfluss Top-down- und Bottom-up-Prozesse auf die jeweiligen Auswahlentscheidungen ausüben. Die empirischen Befunde belegen einen überwiegenden Einsatz von Nicht-Kompensatorik bei Neuproduktentscheidungen. Da systematische Abweichungen in der Bedeutung einzelner Produktattribute bestehen, ist die Berücksichtigung des Entscheidungstyps von hoher Relevanz für die Marktforschungs- und Produktgestaltungspraxis. 

Citation: Shahijan, M. K., Rezaei, S., & Amin, M. (2018). Qualities of effective cruise marketing strategy: Cruisers’ experience, service convenience, values, satisfaction and revisit intention. International Journal of Quality & Reliability Management, 35(10), 2304-2327. https://doi.org/10.1108/IJQRM-07-2017-0135

Abstract

Purpose
The objective of this study is to investigate the qualities of a delighted cruise travelling experience and proposed cruisers’ experience, service convenience, and perceived overall value as the drivers of cruisers’ satisfaction and revisit intention. Thus, the attributes of effective cruise marketing strategy in formulating consumer’s recreational experiences are examined.

Design/methodology/approach
A total of 287 questionnaires were collected and structural equation modelling (SEM) technique was used to analyse data obtained from cruise travellers.

Findings
The empirical results indicated that service convenience and cruisers’ experience significantly influence perceived overall cruisers’ satisfaction and revisit intention whereas perceived overall cruise value influence perceived overall cruisers’ satisfaction but not cruisers’ revisit intention. Furthermore, empirical assessments support that service convenience is a higher-order model (reflective-reflective) consisting of decision convenience, access convenience, transaction convenience, benefit convenience, post-benefit convenience.

Originality/value
This research is among ongoing attempts that have been carried out regarding qualities of cruise satisfaction and revisits intention and uncovers recreational experiences to propose an effective cruise-marketing strategy.

Keywords: Cruisers’ experience; service convenience; perceived value; cruisers’ satisfaction; revisit intention; cruise marketing strategy

Citation: Teichert, T., Mühlbach, C. (2018). The Second Health Care Market: Market Mapping Based upon Consumer Perception, Gesundheitswesen, 80(3), 247-249. https://doi.org/10.1055/s-0041-111843

Introduction: The aim of the study was a picture of the individual consumer view of the specific market of health and health products, the second German health market. A visual localization of the investigated product categories in the way of a market analysis supplemented this visualization.

Methods: A large-scale representative survey (N = 1033) determined with an innovative adaptation of the repertory grid method the consumer's perspective on the observed specific market. Basic questions concerning the health setting as well as the practice of healthy behaviors completed the telephone survey.

Results: Health is in saturated markets, especially in terms of aging societies, a growth market, which is not limited to primary medical products. In this study, product categories such as "dental care", "fruits and vegetables" or "nuts" were classified as healthy products.

Conclusion: The relevance of health, including macroeconomic context, has been long underestimated. Health has still a high priority for consumers. A disclosure of individual perceptions in the health context provides a significantly more productive product design. The identification of healthy product dimensions from the consumer's perspective brings to shed light on the actual desired product properties and the resulting potential available.

 

Citation: Tercia, C., Teichert, T., Sirad, D., & Soehadi, A. (2018). Conveying pre-visit experiences through travel advertisements and their effects on destination decisions. Journal of Destination Marketing & Management. https://doi.org/10.1016/j.jdmm.2018.12.005

Abstract

Potential travelers need to anticipate their vacation experiences when making their travel destination choices. Advertisements are used as external stimuli to support the process of consumption vision elaboration by evoking emotions and communicating specific experience dimensions. Using a generic experience economy framework, we differentiate between travel experiences with passive and active participation, as well as between those with immersion and absorption experiences. Our findings show that the effects of advertisements on arousing travelers´ visit interest and fulfilling their information needs, depend on the specific type of envisioned travel experience. Travelers’ emotional response to advertisements has a partially mediating effect on their effectiveness. We provide suggestions for marketing practitioners and effect modelers.

Keywords: Consumption vision elaboration; Pre-visit experience; Experience economy; Tourism Advertising; Emotional Response.

Citation: Trivedi, R. H., & Teichert, T. (2018). Attitudes, beliefs and impulsivity in online gambling addiction. International Gambling Studies, 18(2), 327–342. https://doi.org/10.1080/14459795.2018.1466188

ABSTRACT
Gambling research often refers to attitude and belief measurements to distinguish between problem and non-problem gamblers. Past studies also indicated that problem gamblers have a tendency to steeply discount rewards. The authors join both research streams and investigate the relationships between attitudes and beliefs on gambling addiction with the moderating effects of delay discounting using a novel methodological approach of double-hurdle model. They thereby differentiate the five sub-dimensions of the Gambling Attitude and Belief Scale (GABS): emotions, chasing, luck, attitudes and strategies. Findings show that emotional predispositions and chasing tendencies are positively related to the severity of online gambling addiction, independent of gamblers’ impulsivity. In contrast, gambling attitudes act as inhibitor for gamblers willing to wait for some time to receive higher reward. Findings show that money-related impulsiveness influences the relationship between sub-dimensions of GABS and gambling addiction: gambling attitudes and beliefs do not necessarily harm online gamblers but their positive or negative relationship to addiction depends on online gamblers’ impulsivity.

KEYWORDS: Gambling attitude, gambling beliefs, addiction, double-hurdle model, online gambling, impulsivity, delay discounting

Citation: Ackermann, C.-L., Teichert, T., & Truong, Y. (2018). ‘So, what is it? And do i like it?’ New product categorisation and the formation of consumer implicit attitude. Journal of Marketing Management, 34(9-10), 796–818. https://doi.org/10.1080/0267257X.2018.1515102

ABSTRACT

Prior literature on knowledge transfer learning suggests that cognitive effort is required to categorise new products and to develop attitudes toward them. This study investigates whether a single exposure to category-related cues of a new product can trigger successful categorisation and lead to attitude formation. A total of 250 respondents were confronted with a fictitious new product, in condition of either high- or low-attention devoted to the new product. We found that a single exposure to category-related cues of a new product not only led to the participants’ categorisation of the new product into the targeted category independently of the attention level, but also shaped their implicit and explicit attitudes toward the new product. However, a minimum level of attention was required to observe the formation of implicit attitudes while explicit attitudes were not fully developed.

KEYWORDS: New product categorisation, implicit and explicit attitudes, implicit association test

Citation: Shahijan, M. K., Rezaei, S., & Guptan, V. P. (2018). Marketing public and private higher education institutions: A total experiential model of international student’s satisfaction, performance and continues intention. International Review on Public and Nonprofit Marketing, 15(2), 205-234. https://doi.org/10.1007/s12208-018-0198-2

Abstract

While Malaysia has a great potential to be an education hub that attracts many international students to pursue their educational dreams in the country, a few empirical studies examined the total experiences of international students’ satisfaction in the public and private higher education institutions. The aim of this study is to measure the international students’ total experience in the Malaysian higher education sector. A theoretical research model is proposed with three identical stages including pre, during and post stages. Specifically, this study proposes that the international student’s total experience model includes university image, students’ expectation, past students experience, information sources and service quality (first stage), and the second stage includes the level of satisfaction and students’ perceived performance. The third stage, post stage, is the last stage includes international student’s continuance intention of further study. A total of 535 questionnaires were collected from international students in Malaysia in order to empirically test the theoretical model using variance based structural equation modeling for the evaluation of measurement and structural model. Statistical results imply that the model explains 65.5% of variances in international student’s continuance intention of further study. Moreover, empirical study illustrates the total experience of international students in public and private universities impacts the individual-perceived value and service quality. Practical and theoretical implications are discussed.

Citation: Chua, P. Y., Rezaei, S., Gu, M.-L., Oh, Y., & Jambulingam, M. (2018). Elucidating social networking apps decisions. Nankai Business Review International, 9(2), 118–142. https://doi.org/10.1108/NBRI-01-2017-0003 

Purpose
The purpose of this research is to investigate the determinants of behavioural intention and use behaviour towards social networking apps. Exogenous latent constructs namely performance expectancy, effort expectancy, and social influence are the key antecedents proposed based on the unified theory of acceptance and use of technology (UTAUT) to predict the usage intention and behaviour of social networking apps (i.e., endogenous latent constructs). Experience as a moderator is the extended construct to explain social networking apps user’s behavioural intention.

Design/methodology/approach
To target young generation (Millennial), a cross-sectional data collection approach was conducted to collect data from the social networking apps users (i.e., Facebook, Whatsapp, Wechat, Twitter, Instagram, YouTube, Snapchat and others) whereby a total of 384 valid questionnaires were obtained from six universities in Malaysia. Statistical analysis using partial least squares (PLS) path modelling approach, a variance-based structural equation modelling (VB-SEM) techniques is performed to analyse the measurement and structural relationship.

Findings
The findings indicate that performance expectancy, effort expectancy, and social influence determine behavioural intention and behavioural intention impact social networking apps use behaviour. Moreover, the moderation analysis reveals the relationship between effort expectancy and behavioural intention is moderated by experience while the relationship between social influence and behavioural intention is not moderated by experience.

Originality/value
While the surge of social networking apps has gained tremendous popularity among Millennial as an attractive market segment, previous studies mainly have focused on intention and behaviour of online users in general. Despite apps and related technologies which have opened a new era of effective communications in marketing, social networking apps usage intention and behaviour focusing on Millennial is not well understood in the current literature. This study contributes and sheds lights on the current issue of social networking apps usage intention and behaviour and looks into a key rising market segment, the Millennial users.

Citation: Rezaei, S., & Valaei, N. (2018). Apps shoppers' behaviour and the moderating effect of product standardisation/brand recognition: a maximum likelihood estimation approach. International Journal of Electronic Marketing and Retailing, 9(2), 184–206. https://doi.org/10.1504/IJEMR.2018.090893

Abstract

The purpose of this study is to examine the structural relationship between subjective norm, attitude, intention, and behaviour via Apps and the moderating effect of product standardisation/brand recognition. Confirmatory maximum likelihood estimation (MLE) approach, a covariance based-structural equation modelling (CB-SEM) technique, was performed for assessment of the reflective measurements, structural relationship between latent constructs and moderation effect. A total of 340 online questionnaires (N = 340) was collected and the results support the structural relationship between the latent constructs and specify a valid model fit (positive and direct effects). In addition, multigroup moderation SEM analysis (critical ratio values) reveal that the degree of standardisation/brand recognition (standard vs. non-standard) moderates the structural relationships. This study provides a basic set of guidelines for the application of confirmatory MLE in the evaluation of direct effects (one tail hypotheses) and multigroup SEM analyses for moderation effects. Theoretical and managerial implications of the study are further discussed.

Citation: Rezaei, S. (2018). Dragging Market Mavens to Promote Apps Repatronage Intention: The Forgotten Market Segment. Journal of Promotion Management, 24(4), 511–532. https://doi.org/10.1080/10496491.2017.1380106

ABSTRACT
While diffusers of market information, their level of involvements and experiences in the marketplace are essential to a market segment, a few empirical research have examined the role of market mavens in promoting Apps retail channel repatronage intention. The purpose of this study is to investigate the structural relationship between flow experience, immersive satisfaction (affective), experiential satisfaction (cognitive), market maven tendency, and Apps repatronage intention (ARI). A total of 407 valid online questionnaires were collected to conduct the statistical analyses using partial least square path modeling approach. The results imply that flow experience, immersive and experiential satisfaction are several determinants of market mavens in promoting Apps retail stores. Practically, the results imply that consumers with a high level of perceived flow experience, immersive and experiential satisfaction exhibit higher tendency of involvement, diffuse more Apps market information and further show a high level of ARI. Theoretically, this study uncovers the experience, satisfaction, market mavenism, and repatronage linkages, and proposes a set of key determinants to explain ARI in an E-retailing environment. The implications and limitations are discussed.

Citation: Rezaei, S., Emami, M., & Ismail, N. (2018). Paid internet advertising (PIA) and frequency of apps-buying decisions. Journal of Enterprise Information Management, 31(3), 463–487. https://doi.org/10.1108/JEIM-08-2017-0113

Purpose
Despite the tremendous advancement of information technology worldwide, a few attempts have been made to uncover the effectiveness of Paid Internet Advertising (PIA) on consumers buying decisions for retail enterprises in emerging markets. The purpose of this study is to examine the structural relationships between consumer self-confidence, perceived intrusiveness, continuance search intention, attitude towards PIA, and frequency of Apps buying decisions.

Design/methodology/approach
A total number of 515 online questionnaires were obtained from a sample of experienced Apps shoppers who were disposed to PIA, in order to evaluate the theoretical model. VB-SEM, which is a variance-based structural equation modelling technique, was applied to assess the measurement scales and structural relationship between exogenous and endogenous constructs.

Findings
Overall, the structural results imply that the proposed model explains 0.738% of variances in consumer’s continuance search intention and 0.756% of the frequency of Apps buying decisions. The results support that consumer self-confidence positively influences attitude towards PIA, continuance search intention and frequency of Apps-buying decisions, however, consumer self-confidence is negatively related to perceived intrusiveness. Similarly, attitude towards PIA is positively related to continuance search intention and frequency of Apps buying decision. Besides, perceived intrusiveness negatively influences attitude towards PIA, continuance search intention and frequency of Apps buying decisions. Lastly, continuance search intention and the frequency of Apps-buying decisions are positively related.

Originality/value
Despite the fact that PIA and its utilisation has been a recent growing trend in managing retail enterprises worldwide, a few studies have been conducted on possible end results of PIA, including consumer continuous Apps search intention and purchase decisions.

Citation: Cicero, L., & Teichert, T. (2018). Children's influence in museum visits: antecedents and consequences. Museum Management and Curatorship, 33(2), 146–157. https://doi.org/10.1080/09647775.2017.1420485

 Families are an important target group for museums. To attract them, museum managers use diverse marketing measures when addressing parents. However, children often influence family decision-making processes significantly. This study investigates the determinants and consequences of children’s influence on museum visit decisions. Research questions focus on the decision process variations among family groups. Literature on family decision making and family consumption serves as a basis for the conceptual framework. A sample of families visiting a museum (n = 167) is used to conduct a survey. By applying factor and cluster analyses, several profiles are distinguished on the joint basis of children’s interaction modes, their expertize, what families are interested in and individual preferences for museum visits. The revealed profiles enable museum managers to segment and target different types of family audiences. Conceptually, the study deepens the focus on family dynamics and widens the perspective on decision-making processes concerning museum visits.

Citation: Rezaei, S., & Valaei, N. (2017). Crafting experiential value via smartphone apps channel. Marketing Intelligence & Planning, 35(5), 688–702. https://doi.org/10.1108/MIP-08-2016-0141

Purpose
The purpose of this paper is to investigate the impact of post-usage usefulness (PUU), experiential value, and apps channel satisfaction on consumer continuance intention in using the smartphone apps retail channel for shopping activities. The study proposes that experiential value mediates both the relationship between PUU and apps channel satisfaction and the relationship between PUU and apps channel continuance intention.

Design/methodology/approach
A total of 467 valid questionnaires were received from Malaysian experienced smartphone apps shoppers (minimum of six months experience) from pure play apps retailers to empirically test the model. For the assessment of the measurement model and structural relationships, partial least square path modelling approach was performed.

Findings
The hypotheses testing imply that all direct hypotheses between latent constructs are supported. Experiential value partially mediates the relationship between PUU and apps channel satisfaction and the hypothesis on its mediation role on the relationship between PUU and apps channel continuance intention is rejected.

Originality/value
 Despite the rapid development of information technology, a few research uncovered how businesses can create value through smartphone apps channel. Rather than focussing exclusively on online retailing, physical stores and e-commerce in general as a retail distribution strategy, this study empirically uncovered that value creation process could be achieved through smartphone apps channel.

Keywords:Experiential value, Apps channel continuance intention, Apps channel satisfaction, Apps retail channel

Citation: Soh, C. Q. Y., Rezaei, S., & Gu, M.-L. (2017). A structural model of the antecedents and consequences of Generation Y luxury fashion goods purchase decisions. Young Consumers, 18(2), 180–204. https://doi.org/10.1108/YC-12-2016-00654

Abstract
Purpose – The purpose of this study is to investigate the structural relationships between brand consciousness, perceived quality, social influences, traits of vanity, the need for uniqueness (i.e. antecedents), Generation Y purchase intentions and behaviour (consequences) towards luxury fashion goods.
Design/methodology/approach – An integrative theoretical model is proposed based on social comparison theory, social impact theory, the perceived quality model and theory of uniqueness to predict the antecedents and consequences of Generation Y luxury fashion goods purchase decisions. Using cross-sectional data, a total of 384 sets of valid questionnaires were collected to perform the
statistical analysis for the measurement and structural model using the partial least squares path modelling, a variance-based structural equation modelling technique.
Findings – Overall, the structural results imply that the proposed model explains 73.1 and 64 per cent of variances to predict the Generation Y luxury fashion goods purchase decisions. As the several indices for evaluation of goodness of model fit, standardised Root Mean Square Residual, geodesic discrepancy, and unweighted least squares discrepancy show a satisfactory result. The results of
two-tailed hypotheses reveal that brand consciousness, perceived quality, social influences, traits of vanity and the need for uniqueness influence Generation Y purchase intention. Moreover, perceived quality and social influences impact purchase behaviour but brand consciousness, traits of vanity and the need for uniqueness do not seem to be significant in explaining the variance in Generation Y purchase behaviour. Furthermore, Generation Y purchase intention is statistically related to purchase
behaviour.
Originality/value – There is a lack of empirical evidence and understanding on the influences of consumer purchase intention and behaviour towards luxury fashion goods among the Generation Y. Generation Y is likely to purchase and consume luxury fashion products, and it is important to have a deeper understanding of this market segment.

Keywords Generation Y, Perceived quality, Brand consciousness, Need of uniqueness, Social influences, Traits of vanity

Citation: Valaei, N., Rezaei, S., & Emami, M. (2017). Explorative learning strategy and its impact on creativity and innovation. Business Process Management Journal, 23(5), 957–983. . https://doi.org/10.1108/BPMJ-12-2015-0179 

Abstract:

Purpose
The purpose of this paper is to examine the structural relationships among explorative learning strategy, improvisational creativity, compositional creativity, and innovation in information and communication technology small- and medium-sized enterprises (ICT-SMEs).

Design/methodology/approach
In total, 213 valid questionnaires from SMEs’ top management positions were evaluated to investigate the proposed model of the research empirically. As a methodological approach, partial least square (PLS) path modeling approach, a variance-based structural equation modeling was employed.

Findings
The statistical results imply that explorative learning has a positive impact on improvisational creativity and innovation while improvisational creativity has a positive influence on compositional creativity and innovation as well. Compositional creativity and innovation are also positively associated. Surprisingly, improvisational creativity mediates the relationship between explorative learning and innovation. Furthermore, PLS-multi group analysis reveals that heterogeneity exists in the collected data and number of employees is a moderating variable. The results of the research indicate that companies with number of employees between 51 and 100 are more creative and innovative in comparison with other groups. On the other hand, the positive relationship between explorative learning and compositional creativity was not supported in this research.

Originality/value
This study is one of the few research works in the realm of examining the structural relationship among explorative learning strategy, improvisational creativity, compositional creativity, and innovation in ICT-SMEs, regarding the number of employees as a moderating variable.

Citation: Rezaei, S., Mazaheri, E., & Azadavar, R. (2017). Determinants of experienced tourists’ satisfaction and actual spending behavior: a PLS path modelling approach. International Journal of Culture, Tourism and Hospitality Research, 11(2), 157–181. https://doi.org/10.1108/IJCTHR-09-2015-0107

Abstract
Purpose – The purpose of this paper is to examine the impact of customer perceived relationship marketing (CPRM), service quality and brand experience on tourists’ satisfaction and actual spending behavior in the emerging hospitality industry in Iran.
Design/methodology/approach – A total of 308 valid questionnaires were collected to empirically evaluate the measurement and structural model using the PLS path modelling approach, a variance-based structural equation modelling (VB-SEM) technique.
Findings – The results support the causal relationships that exist between the exogenous and endogenous constructs. Furthermore, three other factors were found to be second-order constructs: brand experience (reflective-reflective) comprising of sensory, affective, behavioural and intellectual; service quality (reflective-reflective) comprising of tangibility, reliability, responsiveness, assurance and
empathy; and actual spending behaviour (reflective-reflective) comprising of dining frequency and dining expenditure.
Originality/value – Current literature has commonly investigated the attitude, satisfaction and behaviour of a traveller’s intentions; however, limited research has examined an experienced tourist’s actual spending behaviour in an emerging hospitality industry environment, such as Iran.

Keywords Iran, Service quality, Tourist satisfaction, Actual spending behavior, Customer perceived relationship marketing (CPRM), Partial least square (PLS) path modeling approach

Citation: Rezaei, S., & Valaei, N. (2017). Branding in a multichannel retail environment. Information Technology & People, 30(4), 853–886. https://doi.org/10.1108/ITP-12-2015-0308

Purpose
The purpose of this paper is to investigate the structural relationship between online brand equity, brand experience, brand attitude, and brand attachment while considering the moderating effect of store type (online stores vs app stores) and product type.

Design/methodology/approach
A total of 459 completed online questionnaires were collected from experienced online (n=254) and app shoppers (n=205) to empirically test the proposed model. Partial least squares path modeling approach, a variance-based structural equation modeling, was performed to evaluate the measurement and the structural model.

Findings
The study’s empirical investigation validates the proposed model and implies that online brand equity, brand experience, and brand attitude explain 66 percent of variances in brand attachment. Partial least square-multi group analysis reveals that the type of store and product type are moderators to all the proposed relationships except the hypothesis on the relationship between online brand equity and brand attachment.

Originality/value
With the tremendous advancement of information technology that enables firms to deploy multichannel strategy in their core business activities, the role of brand in a multichannel retail environment has been ignored. This study is among several attempts to examine the role of brand among consumers experienced with online and app stores. The practical implications and limitation are discussed.

Citation: Bihamta, H., Jayashree, S., Rezaei, S., Okumus, F., & Rahimi, R. (2017). Dual pillars of hotel restaurant food quality satisfaction and brand loyalty. British Food Journal, 119(12), 2597–2609. https://doi.org/10.1108/BFJ-07-2016-0344

Abstract:
Purpose: Current study investigates the impact of service quality (physical quality and staff behaviour) and brand equity (brand quality, brand awareness and brand image) on hotel restaurant food quality satisfaction and brand loyalty among international and local travellers in Malaysia.
Design/methodology/approach: A total of 354 valid questionnaires were collected to assess the measurement and structural model for reflective latent constructs using the two steps of covariance-based structural equation modelling (CB-SEM).
Findings: The research findings suggest that while travellers’ nationality moderates the path between physical quality, staff behaviour and brand image on food quality satisfaction, it does not moderate the relationship between brand quality and brand awareness on food quality satisfaction. This finding further suggests that toward enhancing service quality and brand equity on food quality satisfaction and brand loyalty, managers should understand the important distinctions between international and local travellers.
Originality/value: Previous studies have mostly examined the impact of brand equity and service quality towards tourist satisfaction and very few studies have examined the impact of restaurant service quality and brand equity on consumer satisfaction and brand loyalty specifically among international and local travellers. This is one of the first few studies providing empirical evidence and discussions in this area.

 

Citation: Rost, K., Teichert, T., & Pilkington, A. (2017). Social network analytics for advanced bibliometrics: referring to actor roles of management journals instead of journal rankings. Scientometrics, 112(3), 1631–1657. https://doi.org/10.1007/s11192-017-2441-8.

Abstract: Impact factors are commonly used to assess journals relevance. This implies a simplified view on science as a single-stage linear process. Therefore, few top-tier journals are one-sidedly favored as outlets, such that submissions to top-tier journals explode whereas others are short of submissions. Consequently, the often claimed gap between research and practical application in application-oriented disciplines as business administration is not narrowing but becoming entrenched. A more complete view of the scientific system is needed to fully capture journals´ contributions in the development of a discipline.
Simple citation measures, as e.g. citation counts, are commonly used to evaluate scientific work. There are many known dangers of miss- or over-interpretation of such simple data and this paper adds to this discussion by developing an alternative way of interpreting a discipline based on the positions and roles of journals in their wider network. Specifically, we employ ideas from the network analytic approach. Relative positions allow the direct comparison between different fields. Similarly, the approach provides a better understanding of the diffusion process of knowledge as it differentiates positions in the knowledge creation process. We demonstrate how different modes of social capital create different patterns of action that require a multi-dimensional evaluation of scientific research. We explore different types of social capital and inter­twined relational structures of actors to compare journals with different bibliometric profiles. Ultimately, we develop a multi-dimensional evaluation of actor roles based upon multiple indicators and we test this approach by classifying management journals based on their bibliometric environment.

Keywords: Social network analysis, Journal ranking, Management Journal, 30 actor roles

 

Citation: Teichert, T., Gainsbury, S. M., & Mühlbach, C. (2017). Positioning of online gambling and gaming products from a consumer perspective: A blurring of perceived boundaries. Computers in Human Behavior, 75, 757–765. https://doi.org/10.1016/j.chb.2017.06.025

Abstract:  Traditionally disparate markets and products, gambling activities and games have begun to overlap in many ways, particularly in the online marketplace. Consumers appear to be moving between these activities, indicating perception of similarities in products. The hybrid nature of some activities has resulted in gambling regulators considering whether they need to act with regards to certain games. Typically, regulatory classifications and taxonomies have been centred on objective features of product offerings, based on the perspective of producers and technology. However, consumer perspective is relevant to defining markets and understanding the potential migratory relationship between products. This research aims to gather an indepth understanding about the multifacetal market space of online gambling and gaming from a consumer perspective. A large-scale survey (n=1000 respondents) assesses perceived similarities between 16 gaming and 9 gambling products by means of holistic triadic comparisons. Multidimensional scaling provides evidence for enduring market boundaries between online gambling and gaming products, but indicates several fine-grained similarities on the level of specific products. Products encountering elements of skill, planning, consideration, and achievements over time were perceived differently from those that are more playful and less realistic with immediate outcomes. Consumers did see connections between games and some gambling products, which may explain the joint usage of and migration between products. Insights are thus relevant for regulators, consumers, and professionals in both gambling and gaming industries as market boundaries have become blurred.

Keywords: Internet gambling, Online gaming, Market boundaries, Triadic comparisons, Multidimensional scaling, Classification

 

Citation: Trivedi, R. H. (2017). Entrepreneurial-intention constraint model: A comparative analysis among post-graduate management students in India, Singapore and Malaysia. International Entrepreneurship and Management Journal, 13(4), 1239–1261. https://doi.org/10.1007/s11365-017-0449-4

Abstract: Although literature on entrepreneurship has increasingly focused on intention-based models, not much emphasis has been laid on understanding the combined effect of contextual and situational factors along with support of university environment on the formation of entrepreneurial intention among students. In an effort to make up for this shortfall, by taking Theory of Planned Behavior as basic framework, the present study seeks to understand the influence of three of the most important factors, viz. (a) endogenous barriers, (b) exogenous environment, and (c) university environment and support on the entrepreneurial intention among management students. The study sample consisted of 1,097 students, wherein 526 students were from India, 252 from Singapore, and 319 were from Malaysia. The results indicates that along with positive attitude and perceived behavioral control that directly influences entrepreneurial intention, university environment and support and exogenous environment also have an indirect but significant impact on shaping of entrepreneurial intention among students. With this, it was found that exogenous environment was found to have a negative relationship with both attitude towards behavior and perceived behavioral control for all three countries.

 

 

Citation: Tercia, C. Y., & Teichert, T. (2017). How consumers respond to incentivized word of mouth: An examination across gender. Australasian Marketing Journal, 25(1), 46–56. https://doi.org/10.1016/j.ausmj.2017.01.003

Abstract: While word-of-mouth (WOM) activities may be planned by marketers, customers have to execute them. And although marketers may attempt to encourage customers to do so by providing either unconditional or conditional incentives, customers have the ultimate control whether or not they execute WOM-related activities. WOM senders’ actions might be somewhat aligned with a company’s objectives, but marketers have even less control over the responses of WOM receivers. Thus, from the receivers’ perspective, this paper examines how incentivized WOM should be designed to boost the success of a marketing program. The theory of planned behavior serves as a framework to explain both the internal and the external drivers that determine receivers’ reactions to WOM stimuli. An experimental design is applied to investigate different modes of mobile coupons as a novel tool of WOM. Gender is identified as a major source of heterogeneity in receivers’ responses. Results show that incentives’ conditionality exerts a negative impact on receivers’ responses. The inequality of incentives does significant harm to WOM campaigns that are aimed at male consumers. By contrast, external drivers exert a particularly strong influence on females’ reaction to WOM stimuli. Situations of reciprocity reduce women’s perceived behavioral control and thereby increase their likelihood to execute the desired WOM action. Research findings hint at the need to design gender-specific incentive schemes to foster WOM.

Keywords: Incentivized WOM, mobile couponing, gender, TPB (theory of planned behavior)

Citation: Liu, Y., Teichert, T., Rossi, M., Li, H., & Hu, F. (2017). Big data for big insights: Investigating language-specific drivers of hotel satisfaction with 412,784 user-generated reviews. Tourism Management, 59, 554–563. https://doi.org/10.1016/j.tourman.2016.08.012 

The study leverages the advantages of tourist-generated reviews in aim to offer new insights into the determinants of hotel customer satisfaction by discriminating customers based on travel types and languages groups. Based on a collection of 412,784 users-generated reviews on 10,149 hotels from 5 Chinese cities from TripAdvisor, we found that the types of travel, such as business, couple, family, leisure, and solo travels, substantially alters customers’ preference over hotel attributes in shaping their satisfaction. Foreign tourists, who speak a diversity of languages (English, Germany, French, Italian, Portuguese, Spanish, Japanese, and Russian), substantially differ in terms of their emphasis on the roles of hotel attributes (room, location, cleanliness, service, and value) in forming their overall satisfaction rating on hotels. Inbound Chinese tourists exhibit distinctive preferences for room-related hotel attributes when compared to foreign tourists. By contrasting 95% confidence interval of regression coefficients, our findings provide a high external validity.

Citation: Trivedi, R. H., & Teichert, T. (2017). The Janus-Faced Role of Gambling Flow in Addiction Issues. Cyberpsychology, behavior and social networking, 20(3), 180–186. https://doi.org/10.1089/cyber.2016.0453

Abstract: Flow experience has been widely investigated in experiential activities such as sports, the performing arts, gaming and Internet usage. Most studies focus on the positive aspects of flow experience and its effect on performance. In stark contrast, gambling research focusing on the negative side of addiction lacks an in-depth investigation of gamblers’ (positive) flow encounters. This separation of research lines seems out of place given that recent research indicates connections between flow and addiction. Joining both constructs in a causal effects model helps to gain a better understanding of their relationship and its contingencies. This paper empirically investigates whether and how it is possible to observe a “Janus face” of flow with its various sub-dimensions in online gambling. Empirical data was collected from 500 online gamblers by applying a structured questionnaire with established scales. The data was analyzed with a confirmatory factor analysis and a double-hurdle model to separate casual gamblers who are unsusceptible to any addiction issues from gamblers affected by initiatory addiction issues. The findings indicate that online gambling addiction is negatively influenced by two sub-dimensions of flow experience, namely a sense of control and concentration on the task at hand, while enhanced by a transformation of time and autotelic experience.

Keywords: Flow experience, addiction, double-hurdle model, online gambling

Citation: Reckmann, T. (2017). Verwendung von Word of Mouth-Daten zur Identifikation von Asymmetrie im Wettbewerb: Eine textbasierte Analyse am Beispiel deutscher Automobilmarken. Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, 69(2), 173–201. https://doi.org/10.1007/s41471-016-0027-4

Kundenkommentare im Web 2.0 stellen für Unternehmen aufgrund ihrer Menge sowie Zeitaktualität eine viel versprechende Informationsbasis dar. Entsprechend bestehen verstärkt Bestrebungen, online kommunizierte Kundenerfahrungen zu strukturieren und für die Marketingpraxis nutzbar zu machen. Dieser Beitrag stellt einen neuartigen textbasierten Ansatz vor, der es erlaubt, komplexe Wettbewerbsbeziehungen basierend auf Kundenrezensionen zu visualisieren. Am Beispiel fünf deutscher Automobilmarken lassen sich asymmetrische Wettbewerbsbeziehungen identifizieren, bei denen je nach Referenzmarke der jeweiligen Kundenerfahrung unterschiedliche Wahrnehmungen konkurrierender Marken vorliegen. Durch Offenlegung dieser heterogenen Wahrnehmungsräume von Kunden können in Frage kommende Marken für zukünftiges Wechselverhalten frühzeitig identifiziert und Ressourcen entsprechend allokiert werden.

Citation: Trivedi, R. (2016). Does university play significant role in shaping entrepreneurial intention? A cross-country comparative analysis. Journal of Small Business and Enterprise Development, 23(3), 790–811. https://doi.org/10.1108/JSBED-10-2015-0149

Purpose

To foster entrepreneurship among students and incubate more start-ups for economic prosperity, universities around the globe are required to play key role in developing overall conducive ecosystem for student fraternity. Some previous studies have analysed student entrepreneurship and impact of entrepreneurship courses. However, role of universities as provider and enabler of entrepreneurial environment and its impact on entrepreneurial intent among students has not been studied in a cross-cultural context. Considering this, present study seeks to examine role played by universities in fostering entrepreneurial intention among post-graduate students.

Design/Methodology/Approach

Researcher has taken the framework suggested by Kraaijenbrink et al. (2010) to understand university environment and Theory of Planned Behaviour (Ajzen, 1985) to measure entrepreneurial intention and it’s antecedents among final year post-graduate Management students of India, Malaysia and Singapore. Total sample size is 1097. Data is analysed with help of Exploratory Factor Analysis, MANOVA and Structural Equation Modelling.

Findings

Two factors emerge out of analysis in relation to university environment and support; a) targeted cognitive and non-cognitive support and b) general educational support. With help of Structural Equation Modelling (SEM), attempt is made to find relationship between these two factors and

entrepreneurial intention. It is found that university environment and support has significantly positive relationship with perceived behavioural control. With help of MANOVA, it is found that there is statistically significant difference between perceived university environment and Support factors among students of India, Singapore and Malaysia. With this, for both factors highest mean score is found among students of Malaysia, followed by students of Singapore and India.

Originality/value

Study has closely examined role played by university environment and support to foster entrepreneurship among young students. Findings of the study can be used by post-graduate educational institutes to design pedagogy, create enabling entrepreneurship support system and work towards becoming an entrepreneurial university.

Citation: Kuntner, T., & Teichert, T. (2016). The scope of price promotion research: An informetric study. Journal of Business Research, 69(8), 2687–2696. http://dx.doi.org/10.1016/j.jbusres.2015.11.004

Price promotions are an essential element of a company’s marketing policy because they affect sales, profits, and key intangible assets, such as brand equity. Recognizing their importance, research has accumulated an extensive and diverse amount of knowledge. This study facilitates access to the complex price promotion literature, enabling managers and researchers to more effectively capitalize on extant scientific insights. The authors apply a unique combination of quantitative bibliometric analysis and text-mining techniques to contribute a fresh, domain-neutral, and objective review of price promotion research published in 1,165 journal articles from 1980 to 2013. The results provide a structured overview of the field’s main research streams, their most influential works and key insights, their intellectual connections, and their temporal evolution. A discussion of the findings reveals potential for future research endeavors.

Citation: M. Gainsbury, S., Liu, Y., Russell, A. M. T., & Teichert, T. (2016). Is all Internet gambling equally problematic? Considering the relationship between mode of access and gambling problems. Computers in Human Behavior, 55, 717–728. https://doi.org/10.1016/j.chb.2015.10.006

Concerns exist that Internet gambling may increase rates of gambling harms, yet research to date has found inconsistent results. Internet gamblers are a heterogeneous group and considering this population as a whole may miss important differences between gamblers.The differential relationship of using mobile and other devices for gambling online has not been considered as compared to the use of computers. The true relationship of Internet gambling on related problems and differences between preferred modes for accessing online gambling may be obscured by confounding personal and behavioural factors. This paper thus uses the innovative approach of propensity score matching to estimate the consequence of gambling offline, or online through a computer, as compared to mobile or other supplementary devices by accounting for confounding effects of difference among groups of Australian gamblers (N=4,482). Gamblers who prefer to gamble online using computers had lower rates of gambling problems as compared to those using mobile and supplementary devices. Individual life cycle was useful to differentiate between groups, indicating age, marital, and employment status should be considered together to predict how people gamble online. This is the first empirical study to suggest that the mode of accessing Internet gambling may be related to subsequent harms.

Citation: Reckmann, T., & Teichert, T. (2016). Decomposing Positive Word of Mouth: Scale Development and Marketing Application. Marketing ZfP- Journal of Research and Management, 38(1), 30–44. https://doi.org/10.15358/0344-1369-2016-1-29

The growing importance of customers as spokespeople for products and brands in an online context has prompted researchers to analyze parameters of word of mouth messages. However, customer-to-customer communications vary according to qualities that go far beyond referral volume. At present, the measures of positive WOM behavior do neither capture the richness nor the content-related specificity of customer referrals, especially in the context of offline WOM. A thorough investigation of distinct message dimensions is needed to better utilize customer referrals as a targeted marketing instrument. Based on a large-scale customer survey across diverse product and service categories, this paper empirically confirms eight generalizable facets of positive WOM messages. The derived customer referral scale is applied to describe specific referral patterns across channels and industries and to investigate the influence of pre-purchase marketing measures on post-purchase consumer referral. The findings allow marketers to monitor recommendation activities on specific dimensions and to determine targets for future planning. Derived referral dimensions enable researchers to better predict specific consequences of customer WOM and to investigate its marketing-related antecedents in causal effect models.

Citation: Tercia, C. Y., & Teichert, T. (2016). Cultural context in word-of-mouth activity. Asia Pacific Journal of Marketing and Logistics, 28(5), 827–840. https://doi.org/10.1108/APJML-12-2015-0186

Purpose: We specifically investigate how monetary incentives foster purchase intention in WOM settings.

Design/methodology/approach: This study investigates offering mobile-coupons as an incentive and word-of-mouth tool. An empirical study compares achievable effects on WOM behavior in an Eastern cultural context, which an Indonesian sample represents, and in a Western cultural context, which a German sample of incentivized word-of-mouth represents.

Findings: Providing senders and receivers’ with differing incentives leads to German consumers having an unfavorable attitude towards such incentives, but Indonesian consumers not. Furthermore, Indonesian consumers base their decision to redeem mobile coupons more on their personal judgment and their overall deal proneness, while German consumers rely on their personal judgment and on others’ opinion.

Research limitations/implications: There is a need to explore more countries to enrich Western and Eastern cultural perspectives.

Practical implications: Western firms should consider providing senders and receivers with the same incentives. Alternatively, a non-transparent strategy might be a solution. For firms located in Indonesia, or in other Eastern societies, the transparency of the provided incentives is not a main concern, because inequality is not a big issue in an Eastern society, while senders’ or receivers’ deal-proneness character strongly influences their intention to redeem a coupon.

Originality/value: The use of a mobile coupon as a novel incentive and word-of-mouth tool

Keywords: Mobile Couponing, Word-of-Mouth, Theory of Reasoned Action, Cross-Country study, Consumer Incentives

Citation: Harms, H., Memili, E., & Steeger, J. (2015). Expert insights on the determinants of cooperation in family firms in tourism and hospitality sector. Journal of Co-operative Organization and Management, 3(2), 72–83. https://doi.org/10.1016/j.jcom.2015.11.002 

Despite the inherent differences between family and non-family firms and heterogeneity among familycompanies, family involvement is under-researched in organizational studies, which limits the gener-alization of findings and leads to theoretical ambiguity. However, we do not know enough about thefamily firm specific determinants of inter-firm cooperation and how this may affect firm performance.Thus, we examine formal and informal cooperative strategies of family firms in the tourism and hos-pitality sector in the metropolitan area of Hamburg (Germany) by drawing upon networks and socialcapital theories and the extant family firm literature. Since cooperation is a strategic action which canbe influenced by outsiders’ perceptions, we do not solely focus on family firm owners’ attitude towardscollaboration. Instead, we develop propositions about family firms’ cooperative behavior derived from aninitially conducted online survey with tourism experts. We find support for our propositions that tourismexperts expect family involvement to drive firms’ cooperative behavior which in turn can influence firmperformance. Thereby, personal attributes of the cooperation partner seem to be more salient in familyfirms than in non-family firms.

Citation: Patel, J. D., Trivedi, R. H., & Savalia, J. (2015). MGA Entertainment, Consumer Entertainment Products Company: Marketing Strategies for ‘Bratz’. South Asian Journal of Business and Management Cases, 4(2), 226–239. https://doi.org/10.1177/2277977915596257

Toy industry in the US is product driven and full of challenges. This case presents an overview of the California-based Micro Games of America (MGA) Entertainment, which is a consumer entertainment products company, engaged in innovative lines of proprietary and licensed products including toys and games, dolls, consumer electronics, home decor, stationery and sporting goods. It had more than 200 licences. In 2001, MGA launched a fashion doll called ‘Bratz’, and it sold 150 million Bratz dolls all over the world. Bratz line surpassed the legendary brand ‘Barbie’—Mattel, Inc.’s flagship brand—in a short span of time through many innovative marketing strategies and different product placement, roll-outs, tie-ins and other promotional tactics, despite facing many challenges, such as, fast-changing demographics, shorter product life cycle (PLC) and negative perceptions about brand. This case can be used to address two issues: first, structural change drivers and trends that shaped the toy industry in developed economies and, second, how to develop effective marketing strategies for product with shorter PLC in highly product-driven market?

Citation: Teichert, T., Effertz, T., Tsoi, M., & Shchekoldin, V. (2015). Predicting Brand Perception for Fast Food Market Entry. Theoretical Economics Letters, 05(06), 697–712. . http://dx.doi.org/10.4236/tel.2015.56081

We present a combined and integrative market research approach to address common, but potentially neglected problems resulting from consumers’ perceptions towards food brands. Our findings provide improved response measures and guidance for market entry strategies of established and novel food brands. Two knowledge sources and methods are combined to derive a model of brand perception: experts’ opinions are elicited using the Analytic Hierarchy Process (AHP) to generate an overall causal effects framework for food brands. Complementary hereto, a survey of potential consumers retrieves consumers’ perceptions regarding market entry scenarios of different food brands. A remote metropolitan area (Novosibirsk) was chosen as quasi-laboratory setting to simulate the market introduction of alternative fast food brands. Insights are gained about the interdependence of branding and advertisement effects. As expected, consumers´ attitude towards the brand and towards the ad are key success factors for any type of brand. Different responses depend on consumers’ expectations towards novel or established brands. Otherwise, the paper provides a proof of concept to integrate AHP and experts’ assessments with consumer surveys.

Citation: Tercia, C. Y., & Teichert, T. (2015). Does tie-strength matter in the recommendation of consumer? How receivers respond to incentivized Word-of-Mouth. Journal of Marketing Trends, 3(1), 37–58.

This paper explores the perspective of receivers on incentivized WOM by analysing incentive components, which can propel the success of WOM campaigns. The relationship between senders and receivers is taken into consideration to foster the dynamics of WOM interactions. An experiment is conducted, using mobile coupons as a novel tool of WOM. Results show that the size of incentives provided to senders has a negative influence on receivers´ attitude towards the WOM campaign. The action of receivers is further influenced by incentive conditionality, the relationship to the sender as well as by situations of reciprocity. Finally, a comparison of Indonesian and German responses reveals significant socio-cultural effects on WOM activities.

Citation: Rasch, C., Louviere, J. J., & Teichert, T. (2015). Using facial EMG and eye tracking to study integral affect in discrete choice experiments. Journal of Choice Modelling, 14, 32–47. https://doi.org/10.1016/j.jocm.2015.04.001

Although affect has been found to be an integral part of decision-making, it is largely ignored in the consumer choice modelling literature. Rational choice assumptions continue to be dominant in discrete choice experiments (DCEs). One reason why affect has been ignored is that immediate affect during the choice process cannot be "seen" or measured easily. Consequently, most prior work on affect focuses on self-reports, which may be unreliable and merely self-justifications. Thus, we do not know whether immediate affect actually plays a key role in consumer choices. We addressed this gap by testing whether immediate affect can be observed in fairly trivial choices, and we tried to identify the drivers of and contexts in which affect occurs. We used a novel combination of eye tracking and facial electromyography (fEMG) methods to observe and measure integral affect for each choice option in a DCE. Results indicate the feasibility of the combination of eye tracking and fEMG during DCEs, the existence of affect in stated choice experiments for fairly trivial product categories, and provide insights into drivers and contexts of affective choice processes. Among others, best and worst task frames show to influence integral affect in DCEs. Findings stress the need for future joint investigations of cognitive and affective processes in consumer choice tasks. Better understanding of these processes should lead to valuable insights into how real-time marketing actions influence decisions, ways to improve the predictive performance of choice models, and novel ways to help consumers and organizations make better decisions.

Citation: Li, H., & Liu, Y. (2014). Understanding post-adoption behaviors of e-service users in the context of online travel services. Information & Management, 51(8), 1043–1052. https://doi.org/10.1016/j.im.2014.07.004

We developed a model to investigate the factors influencing two different post-adoption behaviors of e-service users based on the Post-Acceptance Model of IS Continuance (IS continuance model): (1) continuance intention to use e-services; and (2) Word of Mouth (WOM) behavior. We tested the research model using a survey of 543 usable responses in China. Our findings show that satisfaction and perceived usefulness positively affect continuance intention, which, together with perceived usefulness, positively influences the WOM behavior. The two different post-adoption behaviors of e-service users, continuance intention and WOM, are closely related. Implications for theory and practice are also discussed.

Citation: Effertz, T., Franke, M.-K., & Teichert, T. (2014). Adolescents’ Assessments of Advertisements for Unhealthy Food: an Example of Warning Labels for Soft Drinks. Journal of Consumer Policy, 37(2), 279–299. . https://doi.org/10.1007/s10603-013-9248-7

The potential of advertising to deceive young adolescents is problematic especially when it results in unhealthy food choices. Health warnings are supposed to raise awareness of the risky nature of a food product. However, these warnings compete for consumer’s attention with other advertising components set by marketers, such as product claims, visual frames, and images. To examine perception, attitudes, and behavioural intentions towards an ad, adolescents were exposed with fictitious soft drink advertisements in an experimental design. Hereby, we systematically varied warning labels and visual frames as key design elements of the advertisement. Results suggest that the effects of warnings on attitudes and purchase intention are mitigated by accompanying advertising elements. A single positive visual cue is sufficient to provoke purchase intentions. Overall, distraction from health warnings peaks in the youngest age groups and decreases with age. Findings raise concerns about how public health regulations on advertisements should be designed when the purpose is to inform especially younger adolescents of possible health risks. We discuss several implications for ethical marketing techniques of food products.

Citation: Teichert, T. (2014). Themen und Trends der Werbeforschung. transfer - Werbeforschung & Praxis, 60(2), 19–31.

Die Werbeforschung ist eine weithin etablierte Disziplin, wie auch der 60. Jahrgang der Fachzeitschrift „Werbeforschung und Praxis“ eindrucksvoll dokumentiert. Dieser Überblicksbeitrag über die Entwicklung der Werbeforschung verfolgt verschiedene inhaltliche wie methodische Ziele: Zum einen gilt es, einen Rundumblick über den wissenschaftlichen Diskurs in verschiedenen Disziplinen zu vermitteln und deren Verbindungen offen zu legen. Die hierbei gewonnenen inhaltlichen Erkenntnisse sollen Praktikern wie auch Wissenschaftlern Hilfe bei der Verortung eigener Arbeiten geben. Zum anderen soll aus methodischer Sicht ein innovativer Ansatz der Textanalyse vorgestellt werden, welcher es ermöglicht, einen derart komplexen Diskurs anhand von Schlüsselbegriffen zu erfassen und auszuwerten

Citation: Capone, M. J., & Teichert, T. (2013). Prädiktions-Monitoring am PoS: Adressierung von Shopper-Unzufriedenheit durch Frühindikatoren. transfer - Werbeforschung & Praxis, 59(2), 23–29.

For most companies, customer dissatisfaction becomes an issue after a customer purchases a product or service and perceives a gap between expectation and use experience, because this is when most cases of dissatisfaction are expressed. The investments in CRM systems and customer care centers today are geared for handling this sort of customer complaint. The company’s response to dissatisfaction is often too late, though, because in an age of social media and hyper­connectivity, disgruntled customers can share their bad experiences with hundreds and sometimes thousands of friends, followers, and fans in a few minutes. Instead of responding to dissatisfaction, companies can monitor pre­purchase consumer behavior, differentiate content from confused or frustrated shoppers, and respond deliberately to at­risk customers and prevent dissatisfaction or the expression of dissatisfaction altogether.

Citation: Teichert, T., & Wagenfuehrer, D. (2012). Effects of Disruptive Events on Consumer Loyalty: Bank Switching after 2008's Crisis. Journal of Business and Policy Research, 7(3), 195–205.

The financial crisis of 2008 undoubtedly constituted a disruptive event in the worldwide financial markets, which impacted the relationships of consumers with their banks in various ways. This holds true given the importance of customers' service and performance orientation in generally risk-averse households. Therefore, the effects of the financial crisis on customers' relationships are explored. Insights are gained into patterns of consumer behavior in disruptive settings. A conceptual framework is generated – supported by in-depth interviews – to understand consumers' concernments with and reactions to the financial crisis. A structural equation model is developed and tested in a survey with 167 customers. The quantitative analyses identify key determinants influencing customers' loyalty and their intention to switch their bank.

Citation: Bouncken, R. B., & Teichert, T. (2012). Analyzing the Innovation Value Chain: A Study on the Renewable Energy Industry. International Journal of Business Research, 12(4), 33–43.

The perspective of an “Innovation Value Chain” is introduced to describe innovation activities within industries. According to this view, innovation is embedded in a network of all actors along the supply-chain. Thus it is neither sufficient to analyze single companies nor specific collaborations to explain innovation success on the aggregate level. Instead, an analysis of the interaction patterns within the network of organizations along the supply chain as well as their (path-) dependencies is needed. We explore patterns of innovation value chains in the very important but barely researched industry of renewable energies. Results of the German green industry indicate the importance of project development and R&D in many sub-industries of renewable energy. Further, the (sub) branches of the industries differ in the degree to which project management and R&D are connected to the other actors in the network

Citation: Clauß, T. (2012). The Influence of the Type of Relationship on the Generation of Innovations in Buyer-Supplier Collaborations. Creativity and Innovation Management, 21(4), 388–411. https://doi.org/10.1111/j.1467-8691.2012.00651.x

Recent research pointed at the potential of buyer-supplier collaborations for joint innovation generation. However, studies reveal mixed results. Since multiple contingency factors influence the results of cooperation, this study analyzes different relationship patterns as a context for joint innovation generation and problem solving. A comprehensive model of buyer-supplier relationships is conceptualized drawing on social psychology literature. Based on a sample of 250 small and mid-sized enterprises (SMEs) from the German machinery construction sector, buyer-supplier relationships are empirically classified into four distinct types. These then are related to the innovation outcomes. The results indicate that a relational context fosters joint innovation generation and problem solving. Interestingly, a high degree of formalization if it is legitimated can lead to innovation as well. Sporadic superficial interactions as well as interactions dominated by tension hinder joint innovation generation, though. The results help  managers to consider the potential innovative outcomes when making decisions about supplier cooperation.

Citation: Blecker, T., Rasch, C., & Teichert, T. (2011). Prospects for PoS market research with RFID technology: Examination of consumers' in-store shopping processes. European Retail Research, 25(1), 47–62. https://doi.org/10.1007/978-3-8349-6235-5_3

RFID (Radio Frequency Identification) technology yields the chance to examine consumer behavior at the point-of-sale in detail. RFID provides accurate information about the interaction process of consumers and products in real-world settings. Important aspects of consumer behavior can be validated in “real life”, using thorough empirical process data. Hereby, the advantages of online metrics, customer-specific PoS marketing, can be transferred to an offline context. We identify three layers of potential impacts of consumer research with RFID technology: validation and refinement of consumer models in real-life settings, improvement of consumer models by integration of behavioral metrics, and the identification of influential contingent factors on consumer behavior. Potentially valuable practical implications are drawn from the prospected research issues.

Citation: Teichert, T., & Bouncken, R. B. (2011). Rigidities Considered: Supplier strategies for integrated innovation. International Journal of Innovation Management, 15(01), 95–119. https://doi.org/10.1142/S136391961100309X

Innovation is a strategic issue in need of internal and external alignment. This is particularly the case for supplier innovations, as new product concepts and strategies must cope with supply chain interfaces. Suppliers' strategies are oftentimes confronted by innovation rigidities resulting from a manufacturers' need to manage the integration of several components from various suppliers into a coherent innovation. Suppliers can follow different innovation strategies derived from a deliberate planning or (2) emerging as suppliers incrementally learn and experiment along their path. A survey of 241 suppliers illustrates that these two strategic types effect on market success depends on the level of the rigidities. The survey results also illustrated that two dynamic capabilities, the planning capability and  the innovation orientation, act as intermediary variables to increase success under specific rigidity conditions. The findings further illustrate that dynamic capabilities can be enhanced by an adequate strategy.

Citation: Averdung, A., & Wagenfuehrer, D. (2011). Consumers acceptance, adoption and behavioural intensions regarding environmentally sustainable innovations. Journal of Business Management and Economics, 2(3), 98–106.

Diffusion of sustainable product-service integrated innovations is critical for protecting the environment. Past research indicated that post-purchase behaviour is the key success factor of an ecological innovation. Therefore, it was our objective to explain post-adoption behaviour rather than the first purchase itself. Based on theory of reasoned action and theory of planned behaviour we proposed a technology acceptance model (TAM) for the adoption of environmentally sustainable innovations. The model consists of three layers which were consumer characteristics; attitude towards a service integrated eco-product and intended behaviour. Statistical data of a structural equation model (SEM) significantly support the notion that environmental sustainability did not constitute a major reason for the consumer to pay more. Other product aspects determine whether the consumer was willing to pay more for a certain product or not. Social contagion as word-of-mouth revealed to be critical in this process. Major findings contribute to existing green technology research and provide new insights into pro-environmental consumer behaviour.

Citation: Clauß, T., Teichert, T., & Staupe, P. (2010). Suchmaschinennutzung als Prädiktor der Produktnachfrage – Eine Längsschnittanalyse auf Basis von Daten aus Google Insights for Search. transfer - Werbeforschung & Praxis, 56(4), 6–20.

Die vorliegende Studie untersucht den Zusammenhang zwischen der Online-Informationsbeschaffung durch Konsumenten und dem Kauf. Ausgehend von der Hypothese, dass die Abfragehäufigkeit in Internetsuchmaschinen einen Prädiktor der Nachfrage darstellt, wird eine Längsschnittanalyse am Beispiel des deutschen Fahrzeugmarktes berechnet. Es werden Suchhäufigkeiten aus Google Insights for Search verwendet. Anhand dieser kann der vermutete Zusammenhang empirisch bestätigt werden. Zusätzlich werden Moderationseffekte der Markenreputation auf die Online-Suchphase beim Konsumenten überprüft. Diese zeigen, dass eine hohe Markenreputation mit einer kürzeren Online-Suchphase einhergeht, während eine niedrige Markenreputation eine extensive Nutzung des Internets indiziert.

Citation: Effertz, T., & Teichert, T. (2010). Kindermarketing aus neurologischer Sicht: Empfehlungen für ethisch korrekte Gestaltungen des Marketing-Mix. Journal für Betriebswirtschaft, 60(3), 203–236. https://doi.org/10.1007/s11301-010-0063-9

Kinder sind eine Zielgruppe der Konsumgüterindustrie, die wie keine andere entwicklungsbedingten Veränderungen unterworfen ist und deshalb eine sich im Zeitablauf ändernde Wahrnehmung und Verständnis von Konsumgütern und deren Marketing besitzt. Insbesondere deshalb ist das Kindermarketing einer starken Kritik unterworfen, da es direkt mit problematischen Konsummustern und gesundheitlichen Risiken assoziiert wird. Dieser Artikel gibt einen interdisziplinären Überblick über die Kindesentwicklung und Implikationen, die für das Kindermarketing ableitbar sind. Hierbei wird ausgehend von der kognitiven Entwicklungstheorie Piagets eine neuroökonomische Sichtweise auf die Kindesentwicklung genutzt und sowohl mit aktuellen Marketingkampagnen kontrastiert als auch mit allgemeinen Marketingkonsequenzen abgeglichen. Als Synthese der Erkenntnisse aus der Entwicklungspsychologie werden Gestaltungsoptionen für die betriebswirtschaftliche Marketingpraxis diskutiert und ein Forschungsbedarf für empirische Untersuchungen aufgezeigt. Der Artikel schließt mit fünf wesentlichen Empfehlungen für ein ethisch korrektes Kindermarketing. Ob sich die aufgestellten Forderungen im praktischen Marketingumfeld in Eigenverantwortung umsetzen lassen, bleibt jedoch fraglich.

Citation: Teichert, T., & Shehu, E. (2010). Investigating Research Streams of Conjoint Analysis: A Bibliometric Study. BuR - Business Research, 3(1), 49–68. https://doi.org/10.1007/BF03342715

Conjoint analysis (CA) is one of the most important methods for preference elicitation. In this paper we investigate the intellectual structure within the conjoint analytical research community. Analyses based on single papers provide a method-based overview of streams of conjoint research. By using novel bibliometric techniques in this field we complement findings of existing reviews. We use co-citation and factor analysis of most cited articles in SSCI for identifying the most important articles and research streams. Seven research streams are revealed which are visualized by means of multidimensional scaling. Tables and graphics reveal the disciplinary affiliations of contributors to CA, the special structure within the classes as well as links between them.

Citation: Teichert, T. A., & Schöntag, K. (2010). Exploring consumer knowledge structures using associative network analysis. Psychology and Marketing, 27(4), 369–398. https://doi.org/10.1002/mar.20332

This paper offers a new perspective on consumer knowledge analysis that combines Human Associative Memory (HAM) models from cognitive psychology with network analytic approaches in order to gain deeper insights into consumers’ mental representations, such as brand images. An illustrative case study compares the associative networks of a manufacturer brand with a retail brand and is used to demonstrate the application and interpretation of various network measures. Network analysis is conducted on three levels: node level analysis yields insights about salient brand image components that can be affected through short-term marketing activities. Group level analysis is concerned with brand image dimensions that characterize a brand and can be strategically influenced in the medium term. Network level analysis finally examines the network structure as a whole, drawing parallels to brand imagery which needs to be managed over the long term. Management implications are derived and suggestions for further research are provided.