Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Sreejesh, S. IBS Hyderabad, India
Subhadip Roy, Indian Institute of Management Udaipur, India
This document discusses a study that examines how customer experience affects service brand evaluation. Specifically, it aims to see if the relationships between key constructs like brand awareness, brand meaning, and brand equity differ for customers who have experienced a service brand versus those who have not. The study uses Berry's service branding model as a framework and collects survey data from 268 people about their evaluation of hotel brands they have and have not used before. The results will analyze the paths in Berry's model for the two groups to see how customer experience impacts service brand evaluation.
THE EXPLORATORY RESEARCH OF THE EFFECT COMMUNICATION MODEL AND EFFECT IMPROVI...ijma
Interactive advertising which characterized by interactivity has become the mainstream of advertising by
gradually replacing traditional one-way advertising during the new media era. This paper has obeyed the
research outline below, literature review, background description, assumption proposed, and empirical
analysis.
Therefore, this paper proposed the communication model of interactive advertising and drawn two related
important conclusions, interactivity has brought positive effect to advertising communication, different type
of consumers tend to use different interactive options in different ways. Furthermore, this paper also
presented three related optimization strategies to improving the communication of interactive advertising,
namely, 1.changing communication model from one-way to two-way, 2.renovating new communication
process and effect-generated path, 3.renovating new strategy portfolio to improving the communication
effect of interactive advertising.
Howdy! Check this article with sociology dissertation length sample to understand what length should be. http://dissertationlength.com/sociology-dissertation-length
This document summarizes a research paper that developed a new model for supplier selection using structural equation modeling (SEM) and analytic hierarchy process (AHP). The paper aims to select suppliers for a public sector company in India based on important supplier selection criteria. It reviewed previous supplier selection models and developed a generic theoretical model considering criteria like quality, cost, delivery, etc. An empirical study was conducted surveying 151 respondents to evaluate suppliers. The new composite SEM-AHP model was used to calculate supplier selection scores and identify strengths and weaknesses to help suppliers improve.
Methodology of thesis 'research barriers in the implementation of reverse log...Irfan iftekhar
These are the barriers in the implementation of reverse logistics due to lack of interest and knowledge of top decision makers of the organizations. Besides when an entity's organizational capabilities are strong, it can progress smoothly, but when they are weak it can find it difficult to get the job done, making errors due to underestimating the problems. An organization's capability is its ability which can win over the barriers in the implementation of RL practices. This consists of the strategy of a company, its strategic plans, its commitment, employees' hiring and skills development, a working system of performance appraisal and supporting programs.
Perceived Value, Service Quality, Trust and Loyalty (2011)Hatta Harris Rahman
This research was conducted to obtain an undergraduate degree. The objectives of this research are:
1. To analyze the relationship between perceived value and customer satisfaction.
2. To analyze the relationship between service quality and customer satisfaction.
3. To analyze the relationship between perceived value and service quality in order to form customer satisfaction
4. To analyze the relationship between customer satisfaction and trust.
5. To analyze the relationship between customer satisfaction and loyalty.
6. To analyze the relationship between trust and loyalty .
7. To analyze the direct and indirect effect of loyalty by customer satisfaction through trust.
The document outlines a chapter on descriptive research design, specifically survey and observation methods. It provides an overview and classification of various survey methods including telephone, personal, mail, and electronic methods. Evaluation criteria for different survey methods are presented such as flexibility, diversity of questions, use of stimuli, sample control, and response rate. Observation methods are also classified and evaluated based on structure, disguise, and ability to observe in natural settings.
1) The study examines governance strategies for distributors in China and finds that strategies should be tailored based on distributor role orientations. Economic strategies work best for profit-oriented distributors but may be offensive to relationship-oriented distributors.
2) Fit between governance strategy and distributor type positively impacts performance but misfit only negatively impacts performance, not satisfaction. This asymmetry warrants further research.
3) Contrary to assumptions, Chinese distributors are not uniformly profit-driven - their orientations vary, so customized strategies are needed. Strategies should also account for the stage of the relationship.
This document discusses a study that examines how customer experience affects service brand evaluation. Specifically, it aims to see if the relationships between key constructs like brand awareness, brand meaning, and brand equity differ for customers who have experienced a service brand versus those who have not. The study uses Berry's service branding model as a framework and collects survey data from 268 people about their evaluation of hotel brands they have and have not used before. The results will analyze the paths in Berry's model for the two groups to see how customer experience impacts service brand evaluation.
THE EXPLORATORY RESEARCH OF THE EFFECT COMMUNICATION MODEL AND EFFECT IMPROVI...ijma
Interactive advertising which characterized by interactivity has become the mainstream of advertising by
gradually replacing traditional one-way advertising during the new media era. This paper has obeyed the
research outline below, literature review, background description, assumption proposed, and empirical
analysis.
Therefore, this paper proposed the communication model of interactive advertising and drawn two related
important conclusions, interactivity has brought positive effect to advertising communication, different type
of consumers tend to use different interactive options in different ways. Furthermore, this paper also
presented three related optimization strategies to improving the communication of interactive advertising,
namely, 1.changing communication model from one-way to two-way, 2.renovating new communication
process and effect-generated path, 3.renovating new strategy portfolio to improving the communication
effect of interactive advertising.
Howdy! Check this article with sociology dissertation length sample to understand what length should be. http://dissertationlength.com/sociology-dissertation-length
This document summarizes a research paper that developed a new model for supplier selection using structural equation modeling (SEM) and analytic hierarchy process (AHP). The paper aims to select suppliers for a public sector company in India based on important supplier selection criteria. It reviewed previous supplier selection models and developed a generic theoretical model considering criteria like quality, cost, delivery, etc. An empirical study was conducted surveying 151 respondents to evaluate suppliers. The new composite SEM-AHP model was used to calculate supplier selection scores and identify strengths and weaknesses to help suppliers improve.
Methodology of thesis 'research barriers in the implementation of reverse log...Irfan iftekhar
These are the barriers in the implementation of reverse logistics due to lack of interest and knowledge of top decision makers of the organizations. Besides when an entity's organizational capabilities are strong, it can progress smoothly, but when they are weak it can find it difficult to get the job done, making errors due to underestimating the problems. An organization's capability is its ability which can win over the barriers in the implementation of RL practices. This consists of the strategy of a company, its strategic plans, its commitment, employees' hiring and skills development, a working system of performance appraisal and supporting programs.
Perceived Value, Service Quality, Trust and Loyalty (2011)Hatta Harris Rahman
This research was conducted to obtain an undergraduate degree. The objectives of this research are:
1. To analyze the relationship between perceived value and customer satisfaction.
2. To analyze the relationship between service quality and customer satisfaction.
3. To analyze the relationship between perceived value and service quality in order to form customer satisfaction
4. To analyze the relationship between customer satisfaction and trust.
5. To analyze the relationship between customer satisfaction and loyalty.
6. To analyze the relationship between trust and loyalty .
7. To analyze the direct and indirect effect of loyalty by customer satisfaction through trust.
The document outlines a chapter on descriptive research design, specifically survey and observation methods. It provides an overview and classification of various survey methods including telephone, personal, mail, and electronic methods. Evaluation criteria for different survey methods are presented such as flexibility, diversity of questions, use of stimuli, sample control, and response rate. Observation methods are also classified and evaluated based on structure, disguise, and ability to observe in natural settings.
1) The study examines governance strategies for distributors in China and finds that strategies should be tailored based on distributor role orientations. Economic strategies work best for profit-oriented distributors but may be offensive to relationship-oriented distributors.
2) Fit between governance strategy and distributor type positively impacts performance but misfit only negatively impacts performance, not satisfaction. This asymmetry warrants further research.
3) Contrary to assumptions, Chinese distributors are not uniformly profit-driven - their orientations vary, so customized strategies are needed. Strategies should also account for the stage of the relationship.
Supplier Selection and Order Allocation Models in Supply Chain Management: A ...IJERA Editor
Supplier selection decisions are an important component of production and logistics management for many
firms. Such decisions entail the selection of individual suppliers to employ and the determination of order
quantities to be placed with the selected suppliers. This paper reviews supplier selection and order allocation
models based on an extensive search in the literature (170 paper during 2000-2016) and tries to show their
contribution to supply chain management. After discussing different methods and their applications, the most
prevalently used approaches and criteria are presented. In the second step, different attributes of these papers are
defined and finally issues for future research are recommended
A Study on Mathematical Statistics to Evaluate Relationship between AttributesIJMER
This document presents the results of a study evaluating relationships between attributes for customers of Central, a retail store in India. Chi-square tests of goodness of fit were used to analyze survey data from 100 Central customers. The tests found a relationship between location and visit frequency, but no relationship between location and customer service. A relationship was found between visit frequency and customer service. The study provides recommendations for Central such as improving customer service, product quality and variety, and using promotions to attract customers.
Download Link > https://ertekprojects.com/gurdal-ertek-publications/blog/modelling-the-supply-chain-perception-gaps/
This study applies the research of perception gap analysis to supply chain integration and develops a generic model, the 3-Level Gaps Model, with the goal of contributing to harmonization and integration in the supply chain. The model suggests that significant perception gaps may exist among supply chain members with regards to the importance of different performance criteria. The concept of the model is conceived through an empirical and inductive approach, combining the research discipline of supply chain relationship and perception gap analysis. First hand data has been collected through a survey across a key buyer in the motor insurance industry and its eight suppliers. Rigorous statistical analysis testified the research hypotheses, which in turn verified the validity and relevance of the developed 3-Level Gaps Model. The research reveals the significant existence of supply chain perception gaps at all three levels as defined, which could be the root-causes to underperformed supply chain.
Click behavior on neutral vs. action-oriented worded sponsored resultsM@rsouin
The document summarizes a study that tested how the wording of sponsored search results affects click-through behavior. Specifically, it compared action-oriented wording to neutral informative wording. The study found that wording had a significant impact on clicks, with action-oriented wording receiving more clicks. Attitude towards the ad and feelings of behavioral control also directly impacted clicks, but level of product involvement did not moderate the effects. The study provides insight into how ad wording influences clicks and rational advertising styles.
IRJET- User Preferences and Similarity EstimationIRJET Journal
This document summarizes a research paper that proposes a new method for estimating the similarity between items based on user preferences. The proposed method considers user preferences when calculating similarity, unlike existing methods that only look at item attributes. It uses an "inverse top-k query" that returns the users for whom an item is in their top-k set, rather than the top k items for a user. The Jaccard coefficient is used to calculate similarity between items based on the results of inverse top-k queries. The proposed method aims to provide more personalized recommendations by more closely matching items to individual user preferences.
Employee influence on retail crowding effects the mediating role of responsiv...Hülya Bakırtaş
Specifically, the authors focus on one top-rated employee quality, responsiveness, and demonstrate its mediating role in tempering the undesirable aftereffects of crowding in the retail setting.
Propensity Score Matching Using SAS Enterprise GuideIan Morton
The document discusses using propensity score matching to estimate the difference in an outcome between two groups while controlling for biases from differences in their characteristics. It describes a two-step process: 1) using logistic regression to calculate propensity scores representing the probability of being in the treatment group based on background characteristics, and 2) matching individuals in the treatment and control groups based on similar propensity scores. Examples are given of using this method to estimate differences in recidivism rates, medical outcomes, and dropout rates while accounting for differences in offender characteristics, health factors, and country of study.
Mba 1 mm-1 u-4.3 international market entry strategiesRai University
The document discusses various global market entry strategies for companies. It covers 10 different entry strategies - exporting, licensing, franchising, contract manufacturing, joint ventures, wholly owned subsidiaries, strategic alliances, and their benefits and challenges. It also discusses factors to consider for target market selection and choosing the right entry mode based on market characteristics. Lastly, it summarizes different product, promotion, pricing and distribution strategies companies can adopt for global marketing.
This document discusses market structure and its components. It defines market structure as the characteristics of a market that influence how buyers and sellers interact and behave. The key components of market structure are the number of buyers and sellers, type of product, conditions of entry and exit, and availability of information. The main types of market structure discussed are perfect competition, monopoly, oligopoly, and monopolistic competition. Perfect competition has many buyers and sellers and a homogeneous product. A monopoly has a single seller. Oligopoly and monopolistic competition are forms of imperfect competition that deviate from perfect competition.
Presentation given at the 1st International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
copyright by
Noel Albert
Dwight Merunka
Pierre Valette-Florence
The document discusses factors that influence international marketing communication decisions. It provides examples of how culture, language, and education can impact whether communication strategies and messages need to be standardized or adapted for different global markets. Culture is a major factor, as messages that work well domestically may be misunderstood abroad due to differences in cultural norms and traditions. Language translation errors can also undermine communication if the translated text conveys an unintended meaning. Education levels affect the appropriate tools and content, as markets with lower literacy may respond better to visual versus written messages. Standardizing communication ignores these important factors that shape customer understanding in global contexts.
Monopolistic competition is a market structure with many sellers offering similar but differentiated products, such as hair dressers, family restaurants, and petrol stations. While sellers have some control over prices, the products are still close substitutes for one another. This leads to productive and allocative inefficiencies as firms produce below the minimum efficient scale and price above marginal cost.
The document discusses various strategies for international product development and marketing. It outlines 5 main strategies: 1) standardized product globally, 2) product extension with communication adaptation, 3) product adaptation with communication extension, 4) dual adaptation of both product and communication, and 5) new product invention. Key considerations for standardization vs. adaptation include cultural, usage, economic, legal, and technical factors in different markets. Choosing the right strategy requires understanding local customer needs without assuming what works in one market transfers directly to others.
5 industry structure and competition analysisdannygriff1
This document discusses industry structure and competition analysis. It defines the four main market structures - perfect competition, monopoly, monopolistic competition, and oligopoly. It explains how to calculate concentration ratios and interpret Herfindahl index values to determine the level of competition within an industry. The document provides examples of concentration ratios for various industries and demonstrates how to calculate a 4-firm concentration ratio to compare the competitiveness of the computer and mobile phone industries.
SM Lecture Four : Strategic Purpose, Culture and StrategyStratMgt Advisor
This document provides an overview of key topics from Chapters 4 and 5 of the textbook for the BUSM 3200 Strategic Management course. It discusses strategic purpose including values, vision, mission, objectives, corporate governance, and corporate social responsibility. It also discusses organizational culture and how culture impacts strategy implementation. The document is intended to summarize key points from the textbook chapters, not replace the required reading. It may also include additional material from other sources.
The document discusses several topics related to marketing including product quality, market share, product line breadth, vertical integration, expenditures, marketing communication elements, new products, research and development expenditures, standardization vs adaptation, the 4Ps of marketing, and people, process and physical aspects. It provides information on how these topics relate to profitability and competitive advantage.
The document discusses the development of the resource-based view of the firm and provides a critical appraisal of the theory, outlining both its methodological difficulties and practical insights. It examines the empirical evidence supporting the resource-based view and addresses areas that require further focus, such as resource functionality and combining the theory with other strategic perspectives.
This document summarizes lecture slides for a strategic management course. It covers key points about strategic capabilities, including identifying organizational resources and competences, and how they relate to VRIN criteria for providing sustainable competitive advantage. Methods for diagnosing strategic capabilities such as benchmarking, value chain analysis, and SWOT analysis are also discussed.
This document discusses the debate between standardization and customization in global marketing. It notes that while standardization allows companies to achieve economies of scale, full standardization may not be appropriate given variations across markets in customer preferences and regulations. Companies must determine the best combination of global and local activities. The document provides several examples of companies that take different approaches, such as McDonald's using a global brand but some localized products, and concludes that adjusting strategies to account for market variations enhances success.
SlideShare now has a player specifically designed for infographics. Upload your infographics now and see them take off! Need advice on creating infographics? This presentation includes tips for producing stand-out infographics. Read more about the new SlideShare infographics player here: http://wp.me/p24NNG-2ay
This infographic was designed by Column Five: http://columnfivemedia.com/
No need to wonder how the best on SlideShare do it. The Masters of SlideShare provides storytelling, design, customization and promotion tips from 13 experts of the form. Learn what it takes to master this type of content marketing yourself.
Supplier Selection and Order Allocation Models in Supply Chain Management: A ...IJERA Editor
Supplier selection decisions are an important component of production and logistics management for many
firms. Such decisions entail the selection of individual suppliers to employ and the determination of order
quantities to be placed with the selected suppliers. This paper reviews supplier selection and order allocation
models based on an extensive search in the literature (170 paper during 2000-2016) and tries to show their
contribution to supply chain management. After discussing different methods and their applications, the most
prevalently used approaches and criteria are presented. In the second step, different attributes of these papers are
defined and finally issues for future research are recommended
A Study on Mathematical Statistics to Evaluate Relationship between AttributesIJMER
This document presents the results of a study evaluating relationships between attributes for customers of Central, a retail store in India. Chi-square tests of goodness of fit were used to analyze survey data from 100 Central customers. The tests found a relationship between location and visit frequency, but no relationship between location and customer service. A relationship was found between visit frequency and customer service. The study provides recommendations for Central such as improving customer service, product quality and variety, and using promotions to attract customers.
Download Link > https://ertekprojects.com/gurdal-ertek-publications/blog/modelling-the-supply-chain-perception-gaps/
This study applies the research of perception gap analysis to supply chain integration and develops a generic model, the 3-Level Gaps Model, with the goal of contributing to harmonization and integration in the supply chain. The model suggests that significant perception gaps may exist among supply chain members with regards to the importance of different performance criteria. The concept of the model is conceived through an empirical and inductive approach, combining the research discipline of supply chain relationship and perception gap analysis. First hand data has been collected through a survey across a key buyer in the motor insurance industry and its eight suppliers. Rigorous statistical analysis testified the research hypotheses, which in turn verified the validity and relevance of the developed 3-Level Gaps Model. The research reveals the significant existence of supply chain perception gaps at all three levels as defined, which could be the root-causes to underperformed supply chain.
Click behavior on neutral vs. action-oriented worded sponsored resultsM@rsouin
The document summarizes a study that tested how the wording of sponsored search results affects click-through behavior. Specifically, it compared action-oriented wording to neutral informative wording. The study found that wording had a significant impact on clicks, with action-oriented wording receiving more clicks. Attitude towards the ad and feelings of behavioral control also directly impacted clicks, but level of product involvement did not moderate the effects. The study provides insight into how ad wording influences clicks and rational advertising styles.
IRJET- User Preferences and Similarity EstimationIRJET Journal
This document summarizes a research paper that proposes a new method for estimating the similarity between items based on user preferences. The proposed method considers user preferences when calculating similarity, unlike existing methods that only look at item attributes. It uses an "inverse top-k query" that returns the users for whom an item is in their top-k set, rather than the top k items for a user. The Jaccard coefficient is used to calculate similarity between items based on the results of inverse top-k queries. The proposed method aims to provide more personalized recommendations by more closely matching items to individual user preferences.
Employee influence on retail crowding effects the mediating role of responsiv...Hülya Bakırtaş
Specifically, the authors focus on one top-rated employee quality, responsiveness, and demonstrate its mediating role in tempering the undesirable aftereffects of crowding in the retail setting.
Propensity Score Matching Using SAS Enterprise GuideIan Morton
The document discusses using propensity score matching to estimate the difference in an outcome between two groups while controlling for biases from differences in their characteristics. It describes a two-step process: 1) using logistic regression to calculate propensity scores representing the probability of being in the treatment group based on background characteristics, and 2) matching individuals in the treatment and control groups based on similar propensity scores. Examples are given of using this method to estimate differences in recidivism rates, medical outcomes, and dropout rates while accounting for differences in offender characteristics, health factors, and country of study.
Mba 1 mm-1 u-4.3 international market entry strategiesRai University
The document discusses various global market entry strategies for companies. It covers 10 different entry strategies - exporting, licensing, franchising, contract manufacturing, joint ventures, wholly owned subsidiaries, strategic alliances, and their benefits and challenges. It also discusses factors to consider for target market selection and choosing the right entry mode based on market characteristics. Lastly, it summarizes different product, promotion, pricing and distribution strategies companies can adopt for global marketing.
This document discusses market structure and its components. It defines market structure as the characteristics of a market that influence how buyers and sellers interact and behave. The key components of market structure are the number of buyers and sellers, type of product, conditions of entry and exit, and availability of information. The main types of market structure discussed are perfect competition, monopoly, oligopoly, and monopolistic competition. Perfect competition has many buyers and sellers and a homogeneous product. A monopoly has a single seller. Oligopoly and monopolistic competition are forms of imperfect competition that deviate from perfect competition.
Presentation given at the 1st International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
copyright by
Noel Albert
Dwight Merunka
Pierre Valette-Florence
The document discusses factors that influence international marketing communication decisions. It provides examples of how culture, language, and education can impact whether communication strategies and messages need to be standardized or adapted for different global markets. Culture is a major factor, as messages that work well domestically may be misunderstood abroad due to differences in cultural norms and traditions. Language translation errors can also undermine communication if the translated text conveys an unintended meaning. Education levels affect the appropriate tools and content, as markets with lower literacy may respond better to visual versus written messages. Standardizing communication ignores these important factors that shape customer understanding in global contexts.
Monopolistic competition is a market structure with many sellers offering similar but differentiated products, such as hair dressers, family restaurants, and petrol stations. While sellers have some control over prices, the products are still close substitutes for one another. This leads to productive and allocative inefficiencies as firms produce below the minimum efficient scale and price above marginal cost.
The document discusses various strategies for international product development and marketing. It outlines 5 main strategies: 1) standardized product globally, 2) product extension with communication adaptation, 3) product adaptation with communication extension, 4) dual adaptation of both product and communication, and 5) new product invention. Key considerations for standardization vs. adaptation include cultural, usage, economic, legal, and technical factors in different markets. Choosing the right strategy requires understanding local customer needs without assuming what works in one market transfers directly to others.
5 industry structure and competition analysisdannygriff1
This document discusses industry structure and competition analysis. It defines the four main market structures - perfect competition, monopoly, monopolistic competition, and oligopoly. It explains how to calculate concentration ratios and interpret Herfindahl index values to determine the level of competition within an industry. The document provides examples of concentration ratios for various industries and demonstrates how to calculate a 4-firm concentration ratio to compare the competitiveness of the computer and mobile phone industries.
SM Lecture Four : Strategic Purpose, Culture and StrategyStratMgt Advisor
This document provides an overview of key topics from Chapters 4 and 5 of the textbook for the BUSM 3200 Strategic Management course. It discusses strategic purpose including values, vision, mission, objectives, corporate governance, and corporate social responsibility. It also discusses organizational culture and how culture impacts strategy implementation. The document is intended to summarize key points from the textbook chapters, not replace the required reading. It may also include additional material from other sources.
The document discusses several topics related to marketing including product quality, market share, product line breadth, vertical integration, expenditures, marketing communication elements, new products, research and development expenditures, standardization vs adaptation, the 4Ps of marketing, and people, process and physical aspects. It provides information on how these topics relate to profitability and competitive advantage.
The document discusses the development of the resource-based view of the firm and provides a critical appraisal of the theory, outlining both its methodological difficulties and practical insights. It examines the empirical evidence supporting the resource-based view and addresses areas that require further focus, such as resource functionality and combining the theory with other strategic perspectives.
This document summarizes lecture slides for a strategic management course. It covers key points about strategic capabilities, including identifying organizational resources and competences, and how they relate to VRIN criteria for providing sustainable competitive advantage. Methods for diagnosing strategic capabilities such as benchmarking, value chain analysis, and SWOT analysis are also discussed.
This document discusses the debate between standardization and customization in global marketing. It notes that while standardization allows companies to achieve economies of scale, full standardization may not be appropriate given variations across markets in customer preferences and regulations. Companies must determine the best combination of global and local activities. The document provides several examples of companies that take different approaches, such as McDonald's using a global brand but some localized products, and concludes that adjusting strategies to account for market variations enhances success.
SlideShare now has a player specifically designed for infographics. Upload your infographics now and see them take off! Need advice on creating infographics? This presentation includes tips for producing stand-out infographics. Read more about the new SlideShare infographics player here: http://wp.me/p24NNG-2ay
This infographic was designed by Column Five: http://columnfivemedia.com/
No need to wonder how the best on SlideShare do it. The Masters of SlideShare provides storytelling, design, customization and promotion tips from 13 experts of the form. Learn what it takes to master this type of content marketing yourself.
This document provides tips to avoid common mistakes in PowerPoint presentation design. It identifies the top 5 mistakes as including putting too much information on slides, not using enough visuals, using poor quality or unreadable visuals, having messy slides with poor spacing and alignment, and not properly preparing and practicing the presentation. The document encourages presenters to use fewer words per slide, high quality images and charts, consistent formatting, and to spend significant time crafting an engaging narrative and rehearsing their presentation. It emphasizes that an attractive design is not as important as being an effective storyteller.
10 Ways to Win at SlideShare SEO & Presentation OptimizationOneupweb
Thank you, SlideShare, for teaching us that PowerPoint presentations don't have to be a total bore. But in order to tap SlideShare's 60 million global users, you must optimize. Here are 10 quick tips to make your next presentation highly engaging, shareable and well worth the effort.
For more content marketing tips: http://www.oneupweb.com/blog/
This document provides tips for getting more engagement from content published on SlideShare. It recommends beginning with a clear content marketing strategy that identifies target audiences. Content should be optimized for SlideShare by using compelling visuals, headlines, and calls to action. Analytics and search engine optimization techniques can help increase views and shares. SlideShare features like lead generation and access settings help maximize results.
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QUALITY RESEARCH PAPER WRITING JUNE27 2022MNNIT A.pptxVivekKasar5
This document outlines a research paper on quality research writing. It provides an outline of typical research paper chapters and then discusses various aspects of developing a research paper such as formulating objectives, reviewing literature, developing hypotheses and a conceptual framework, choosing a research methodology, analyzing results, and discussing implications. It proposes examining the relationship between variables related to employee commitment in manufacturing organizations in India. Survey data would be collected and analyzed using techniques like ANOVA and regression to understand the impact of dimensions like workplace spirituality and psychological contracts on commitment.
The overlaps between Action Research and Design ResearchSandeep Purao
Cole, R. , Purao, S., Rossi, M., Sein, M. 2005. Being Proactive: Where Action Research meets Design Research. International Conference on Information Systems. (ICIS) Las Vegas, NV, December 11-14. Originally presented at ICIS.
Customer Relationship Management and Marketing as a Potential DisciplineBryan Chaney
The document discusses customer relationship management (CRM) and its relationship to marketing. It defines CRM as combining information systems and strategic management to provide better customer service and align departmental capabilities to increase customer retention, loyalty, and revenues. Relationship marketing is defined as maintaining and building networks with individual consumers for mutual benefit over time. The author's strategy in reviewing prior research was to provide a foundation on social behavior research and how it relates to CRM and relationship marketing. The works are organized by paradigms including assumptions, strategies, methods, and analyses used in the research. Limitations include potential for inconsistent data translation and repetitive research without control over knowledge formation.
AHP Based Data Mining for Customer Segmentation Based on Customer Lifetime ValueIIRindia
Data mining techniques are widely used in various areas of marketing management for extracting useful information.Particularly in a business-to-customer (B2C) setting, it plays an important role in customer segmentation. A retailernot only tries to improve its relationship with its customers,but also enhances its business in a manufacturer-retailer-consumer chainwith respect to this information.Although there are various approaches for customer segmentation, we have used an analytic hierarchical process based data mining technique in this regard. Customers are segmented into six clusters based on Davis-Bouldin (DB) index and K-Means algorithm.Customer lifetime value (CLV)along four dimensions, viz., Length (L), Recency(R), Frequency (F) and Monetary value (M) are considered for these clusters. Then, we apply Saaty’s analytical hierarchical process (AHP) to determine the weights of these criteria, which in turn, helps in computing the CLV value for each of the clusters and their individual rankings. This information is quite important for a retailer to design promotional strategies for improving relationship between the retailer and its customers. To demonstrate the effectiveness of this methodology, we have implemented the model, taking a real life data-base of customers of an organization in the context of an Indian retail industry.
The document discusses various aspects of conducting business research, including:
1) Identifying a research problem involves exploring both quantitative and qualitative approaches, with quantitative focusing on variable relationships and trends, and qualitative focusing on exploration and understanding phenomena.
2) There are several frameworks that can be used to analyze business problems, such as SWOT analysis, fishbone diagrams, BCG matrix, Ohmae's 3C model, 7Ps of marketing, McKinsey 7S model, Porter's five forces, and PESTEL analysis.
3) Literature reviews are important for gaining knowledge in a field, connecting one's own research, strengthening validity, and informing perspectives without prescribing direction. Both quantitative and qualitative approaches to literature
MASSTIGE MARKETING: AN ANALYSIS ON BRAND DEMOCRATIZATION AND CUSTOMER BRAND E...indexPub
The process of Brand Democratization (BD) is primarily responsible for the increased marketing of luxury brands that were formerly only available to the upper echelons of society. Nonetheless, there is a dearth of scholarly investigation into the effects of democratization and how they affect consumer brand involvement. Advocates for a deeper knowledge of brand democratization point to the literature and the preliminary conceptual model as means of exploring the emphasized assumptions of brand democratization and customer-brand engagement.
This document discusses several models of action research that can be used as frameworks for projects. It describes Lewin's action research cycle from 1946 and 1958 which involves phases of unfreezing, changing, and refreezing. It also outlines Susman's 5 phase action research cycle from 1983 and Kemmis and McTaggart's spiral model from 1988. The Coghlan and Brannick model from 2001 describes action research proceeding in collaborative cycles of diagnosing, planning, taking action, and evaluating. Finally, Burke's 7 phase model from 1994 involves identifying needs, defining deliverables, collecting and analyzing data, identifying interventions, and embedding improvements. The reader is expected to research and critically evaluate models to choose one appropriate for
A Systematic Literature Review Of Dynamic Pricing StrategiesPedro Craggett
This systematic literature review summarizes a document that reviews research on dynamic pricing strategies. It finds that while dynamic pricing can negatively impact customer perceptions and behaviors, the conditions under which it is implemented make a difference. Specifically, the review identifies eight research streams on factors that moderate customer responses to dynamic pricing. It concludes that communication from companies and customers' personal characteristics play a role in whether dynamic pricing is viewed as fair or unfair. The synthesis of over 50 articles indicates personalized dynamic pricing is usually seen as the most unfair approach.
This document discusses a research study that examines the impact of brand image and corporate branding on consumer choice through the mediating role of brand equity.
The study develops an integrated conceptual framework to examine how brand image and corporate branding influence brand equity, and how brand equity then impacts consumer choice. It reviews literature on these variables and proposes relationships between them. Specifically, it hypothesizes that corporate branding has a positive impact on brand equity, while the impact of brand image on brand equity is unclear. It also hypothesizes that brand equity positively influences consumer choice.
The study was conducted in Saudi Arabia with 105 smartphone consumers. Path analysis found that corporate branding positively impacts brand equity, while brand image did not influence brand equity.
Relationships among Supplier Selection Criteria using Interpretive Structural...inventionjournals
International Journal of Engineering and Science Invention (IJESI) is an international journal intended for professionals and researchers in all fields of computer science and electronics. IJESI publishes research articles and reviews within the whole field Engineering Science and Technology, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Study to investigate which analysis is the best equipped to understand how co...Charm Rammandala
The purpose of this study is to identify the best method of analysis to deploy to understand how consumers develop preferences for products or services using combination of different attributes.
After conducting a detailed literature review, it was proven that conjoint analysis is the best method to associate for the type of research needed to be carry-out. This study take an in-depth look in to the conjoint analysis method to understand how it use to achieve the intended results
11.consumers perception towards the corporate social responsibility a case st...Alexander Decker
This document summarizes a research paper that analyzes consumers' expectations and perceptions of corporate social responsibility in India. The paper aims to identify gaps between what consumers expect from socially responsible companies and their actual perceptions. A survey was conducted of 225 Indian consumers across various demographics. Statistical analysis found a significant difference between consumers' expectations and perceptions, indicating unmet expectations regarding how companies fulfill their social responsibilities. Key gaps included employees providing prompt service, companies keeping promises on timing, and showing sincere interest in solving customer problems. The study aims to help companies better understand consumer expectations of corporate social responsibility.
Action research is a philosophy and methodology of research generally applied in the social sciences. It seeks trasformative change through the simultaneous process of taking action and doing research which are linked together by critical reflection
This document discusses conducting qualitative research to understand consumer behavior regarding athletic shoe purchases. It provides background on QSR NUD*IST software for qualitative analysis and discusses managing documents, creating ideas, and qualitative techniques like focus groups and interviews. The research problem is determining consumer purchase trends. A graphical model shows factors like brand, advertising, price, design that influence consumer selection. Qualitative research requirements include segmenting consumers into groups like ultimate athletes, participants, and those influenced by sports culture. The positioning of Nikes needs to address the third group's desire for casual, trendy shoes with multiple uses.
The document describes a methodology for developing innovative oral care concepts. It involves:
1) Researching the oral care sector and identifying gaps through analyzing lifestyle trends, products, branding and technology.
2) Mapping other categories to identify innovation drivers and generate scenarios to inspire new ideas.
3) Generating 55 concepts using the drivers and scenarios, then filtering to 24 concepts.
4) Testing concepts with consumers, refining based on feedback, and selecting 12 final concepts with commercial potential.
The goal is to help P&G develop products that meet changing consumer lifestyles and identify new trends to gain a strategic advantage over competitors.
Young consumers’ insights on brand equity Effects of bra.docxMargaritoWhitt221
Young consumers’ insights on brand equity
Effects of brand loyalty, brand awareness, and brand image
1
CONTENTS
INTRODUCTION
LITERATURE REVIEW
METHODOLOGY
2
- Data set development
- Customer expectation
--Brand recognition
--The quality of the brand is guaranteed
- Advantage of Brand effect
-- Increase market share
--Increase of competitive advantage
Research Background
- Data set development
- Customer expectation
--Brand recognition
--The quality of the brand is guaranteed
- Advantage of Brand effect
-- Increase market share
--Increase of competitive advantage
Research Background
3
Research problem
-Limited research
-Different research perspectives
-The impact factor of brand equity
Research objectives
The purpose of this study is to measure the relationship between brand loyalty, brand awareness and brand image and brand equity of young consumers.
Aaker (1991) Model theory was incorporated into the relevant research system
Identify the relationship between brand equity and brand loyalty, brand awareness and brand image
The research scope of brand effect has been expanded
Provide guidance for enterprises to design effective strategies
Significant of study
Contribution
Scope of study
Master students are the main research objects, and the research scope is to investigate Chinese master students.
THEORETICAL FRAMEWORK
The conclusion of this paper is based on the principle of Aaker (1991) model.
It can be said that customers' attitude towards brands has an important impact on brand assets (Choi, Parsa, Sigala, & Putrevu, 2009).
Thwaites et al. (2012) found that when consumers' perception of brand cognition is positive, their purchase intention of brand will also be positive.
LITERATURE REVIEW
Brand loyalty
The study found that the creative consumption behavior of customers has a positive effect on the cultivation of brand loyalty, and the brand equity associated with high brand loyalty of consumers is higher than that of other brands (Atilgan, Aksoy, & Akinci, 2005).
Brand awareness
According to the research, when customers‘ brand awareness is enhanced and they have a certain understanding of brand awareness, the brand equity will also be further enhanced,It can be said that there is a significant influence relationship between brand awareness and brand equity (Pouromid & Iranzadeh, 2012).
LITERATURE REVIEW
Brand image
Most consumers will choose products with good brand image and feel that such products are of relatively high quality (Rubio, Oubina, & Villasenor, 2014).
Relevant studies, such as Faircloth et al. (2001), Rubio et al. (2014), and Vahie and Paswan (2006), have confirmed the positive influence of brand image on brand equity.
Brand equity is the added value of a product or a service, which mainly reflects the customer's evaluation and use of the brand, and also reflects the competitive advantage, price advantage and profitability brought by the brand to the enterp.
A new fuzzy dematel todim hybrid method for evaluation criteria of knowledge ...ijmvsc
Knowledge management (KM) adoption in the supply chain network needs a good investment as well as
few changes in the culture of the entire SC. Knowledge management is the process of creating,
distributing and transferring information. The goal of this study is to Rank KM criteria in supply chain
network in Iran which is important for firms these days. Criterion used in this paper were extracted from
the literature review and were confirmed by supply chain experts. The proposed approach for ranking and
finding out about these criterion is hybrid fuzzy DEMATEL-TODIM, with using fuzzy number as data for
our studies we could avoid uncertainty. The data was gathered from PhD. And Ms. Students in industrial
engineering of Kharrazmi university of Tehran and PhD. And Ms. Students of the management department
of Semnan university. A new hybrid approach was used for achieving the results of this study. This new
hybrid approach ranks data criteria respect to each other, then by using TODIM for ranking respect to
the best situation (gains), the rates of criterion were determined which is a very important advantage.
This document discusses two types of research design: exploratory and descriptive. Exploratory research explores a topic without aiming to provide definitive answers, instead helping to determine the direction of future research. Descriptive research observes and describes a subject's behavior without influencing it. Both have advantages like flexibility and observing natural behaviors, but also disadvantages like potential bias and inability to generalize findings. Exploratory research is more unstructured while descriptive research follows a more rigid structured process.
Provide individualized suggestions
of data or products related to users’ needs
by Recommender systems (RSs). Even
if RSs have created substantial progresses
in theory and formula development and
have achieved many business successes, a
way to operate the wide accessible info in
online social Networks (OSNs) has been
mainly overlooked. Noticing such a gap in
the existing research in RSs and taking
into account a user’s choice being greatly
influenced by his/her trustworthy friends
and their opinions; this paper proposes a,
Fact Finder technique that improves the
prevailing recommendation approaches by
exploring a new source of data from
friends’ short posts in microbloggings as
micro-reviews.Degree of friends’
sentiment and level being sure to a user’s
choice are known by victimisation
machine learning strategies as well as
Naive Bayes, Logistic Regression and
Decision Trees. As the verification of the
proposed Fact finder, experiments
victimisation real social data from Twitter
microblogger area unit given and results
show the effectiveness and promising of
the planned approach.
Similar to A grounded theory approach to investigate consumer-brand relationships in India (20)
Brand Love is in the Heart Physiological Responding to Advertised Brands CBR Conference
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Mathilde Gollety, Pantheon Assas University, France
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Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
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Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
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We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Etsy Marketing Guide - Tips For Selling Digital Products
A grounded theory approach to investigate consumer-brand relationships in India
1. A GROUNDED THEORY APPROACH TO
INVESTIGATE CONSUMER-BRAND
RELATIONSHIPS IN INDIA
Sreejesh S
(IBS Hyderabad, India)
Dr. Subhadip Roy
(IIM Udaipur, India)
2. INTRODUCTION
●Brand-based differentiation is the most influential approach
for the development and maintenance of competitive
advantage.
●Literature focused on brand equity, brand personality, and
brand extensions.
●Basic premise of Consumer Brand Relationship (CBR):
Brand as an individual entity (Fournier,1998)
●Understanding the process by which consumers use
attitudinal and behavioral components in relationship
building is important
●Differentiation and comp adv based on CBR
3. LITERATURE REVIEW
oThere has been considerable research in CBR
(beginning from Fournier, 1998 to Park et al., 2013) in
the last fifteen years
oFournier (1998) used several interpersonal theories and
introduced a conceptual model of consumer-brand
relationships, called Brand Relationship Quality Model (BRQ).
oPark et al., (2013) proposed and empirically tested a new
model of consumer-brand relationships, called Attachment-
aversion (AA) Model.
4. CBR RESEARCH
●CBR influences consumer experience (Kaltcheva
and Weitz, 1999)
●Brand attachment and CBR (Thomson and Johnson,
2002)
●Brand Relationship Quality Scale (Kim et al., 2005)
●Individual or group level connections of CBR
(Swaminathan et al., 2007)
●Relationship quality and consumer brand
identification (Papista and Dimitriadis, 2012)
5. RESEARCH GAPS
●Models in CBR failed to give a consensus on the exact
dimensions of consumer-brand relationships (Aaker et al., 2004;
Chang and Chieng, 2006; Kressmann et al., 2006; Smit et al.,
2007).
●Use of interpersonal theories in CBR are questionable
(Bengtsson 2003).
●Failure to provide clear plan for model specification and
subsequent empirical testing (Breivik and Thorbjørnsen, 2008).
●Lack of studies for the measurement and operationalization of
CBR, that integrates attitudinal and behavioral constructs (Kim et
al., 2008).
6. STUDY OBJECTIVES
●To establish a new theoretical model for understanding
consumer-brand relationships following a non-metaphoric,
non-interpersonal approach.
●In course, the study would generate and integrate attitudinal
and behavioral dimensions of CBR.
●A more practical model of CBR grounded in data and
testable from the empirical point of view.
7. RESEARCH METHODOLOGY
● Methodological Paradigm: Qualitative
● Grounded Theory (Strauss and Corbin, 1994).
● 26 semi-structured in-depth interviews
● Theoretical Sampling.
● Open, Axial and Selective Coding (Strauss and Corbin, 1994).
● Flint et al., (2002) procedure for trustworthiness of qualitative data.
8. RESULTS AND ANALYSIS
●Stage 1: Discovering Concepts and Categories
●14 semi-structured interviews were undertaken using 14
consumers of the study sample.
●68 unique concepts or codes were generated.
●68 concepts were grouped through constant comparison of
concepts, to reduce the number of concepts.
●The result of this phase led to the generation of four core
categories, seven categories and 68 sub-categories.
9.
10. ●Stage 2: Provisional Hypotheses Formulation
Four analytical steps were applied simultaneously as follows:
1. Relating subcategories to a category using statements which denote
the relationships between themselves and the phenomenon;
2. Verification of these hypotheses against actual data;
3. Identification of properties of categories and its subcategories;
4. Linking categories at the dimensional level.
11. ●Stage 3: Hypotheses Testing and Theoretical Model
Development
●This stage of selective coding phase involved 12 semi-structured in-
depth interviews.
●Interview questions primarily developed from stage 2 results and
provisional hypotheses.
●Patterns identified and the data grouped to achieve theoretical
specificity.
●Helped in model specification and creating action diagram
12.
13. DISCUSSION
●The theoretical model adds value to the existing literature in
consumer-brand relationships:
●First, it provides more comprehensive, detailed and integrated
understanding of how consumers actually form relationships with
brands than the previous study of individual constructs.
●Second, the theoretical model of CBR demonstrates how
relationship formation changes with changes in relationships and
helps to identify the most useful pathway through which consumers
might develop relationships with the brand.
14. IMPLICATIONS
●The study would help marketers to understand and
implement the strategic management of CBR
●Relationship establishment drivers
●Findings would assist managers for investing monetary
and non-monetary resources for relationship maintenance
and marketing communications.
●For academicians, a testable model of CBR