Purpose – Sometimes consumers express their enthusiasm for a brand by creating brand extensions, products or services in new categories that are closely affiliated with the “parent” brand. This paper aims to examine the positive or negative impact that consumer-generated brand extensions (CGBEs) can have on brand image and revenue, and the options that companies have available to deal with them. Design/methodology/approach – The paper presents a case study of the collectible strategy card game – Magic: The Gathering – and discusses how the company responded to five different brand extensions that were created by players. This case study was used to develop a framework that allows managers to evaluate CGBEs based on their benefits and risks and to select an appropriate response.
Findings – Four possible responses were identified: challenge, criticize, commend and catalyze. Which of these responses is appropriate for companies depends on whether the CGBE has a positive or negative impact on the brand image and revenue and whether this impact is large enough to merit an active response.
Originality/value – This study shows that it is essential for managers to understand how to evaluate CGBEs. Managed properly, they can improve product usage, help generate new customers and have a positive impact on revenue and brand image. However, CGBEs can also have a negative effect, in particular if they are substitutes for the original product.
Bruce Jeffers ::: Product Placement -- State of the Research, Annotated Bibli...Bruce Jeffers
Preliminary White Paper / Annotated Bibliography for a research question in the Advertising field.
This research begins to explore if product placement of automobiles specifically with the protagonist affects consumer behaviors or purchase intents. This topic was further developed throughout the course of the Spring 2008 semester in a graduate-level Advertising Theories course.
by Bruce Jeffers, copyright 2008 via The University of Texas at Austin.
Bruce Jeffers ::: Theoretical Background for Using Celebrity Appeal in Produc...Bruce Jeffers
This research explores theoretical reasons behind how and why product placements featuring automobile brands may affect consumer behavior, attitude and purchase intent. This study was developed throughout the course of the Spring 2008 semester in a graduate-level Advertising Theories course.
by Bruce Jeffers, copyright 2008 via The University of Texas at Austin.
Effect of Advertisement on Millennials Perception & BehaviourIJAEMSJORNAL
The study helps determine factors like price, quantity, quality, packaging, content, correct ingredients, religious aspect, and genetic factors that influence people to buy the product/service. Collected data from students, working professionals, business class, and homemakers. Changing advertising appeals attract more millennials as well as influence millennials preference. The study aims to study the level of satisfaction among millennials with advertisements like awareness of product availability, knowledge of brand loyalty, easy to compare with a competitive advantage, etc. This study also helps to recognize the effect of advertisements on millennials buying behaviour. In the competitive market, any product can't survive without advertisements. Millennials buy goods when they feel it's necessary. Companies should give advertisements to brand recall in the minds of customers. This study focused on the effect of advertisements on millennials buying behaviour and perception while changing the advertising appeals during the time of Covid.
Integrated Marketing Communication PlanFelicia Pratt
This document outlines an integrated marketing communications plan for ConsoE's new product, ChargeIt, a portable solar-powered battery. The plan aims to drive collaboration across ConsoE departments and create awareness of ChargeIt. Stakeholders like executives and Wall Street are skeptical of ConsoE entering the consumer market. The plan includes messaging tailored to each stakeholder, and an implementation timeline with tactics like trade shows and earned media to generate interest over six months for $250,000. Metrics will track social media engagement, trade show leads, and media stories to measure success.
Impact of Key Purchasing Determinants on Purchase Intention of Hybrid Vehicle...University of Kelaniya
According to Researchers knowledge this is the first research on purchase intentions of Hybrid Vehicles in
Sri Lanka. This research has been done to determine the purchase intention of Hybrid Vehicles in Sri Lanka.
This research article focuses mainly on determining the links between customer’s environmental attitudes,
subjective norms, price perception, preferences, knowledge, perceived risk, intentions as well as expectations
of the customers given to the environment while buying a hybrid vehicle. The research survey questionnaires
were developed to get information for each and every aspect mentioned in the objectives. To go deep in to
the study areas researcher referred secondary data sources such as other research studies that were done in
Tokyo Japan and India. The data for the present work has been collected personally by the researcher as well
as helps has been taken from others in getting structured non- disguised questionnaire filled properly. By
using the snowball sampling, 200 survey questioners were distributed and 150 useable responses were taken
in to this research. All the responses were collected online and taken them to one data base for the purpose
of analyzing. For this study, respondents who were identified as “being in the market” and other potential
respondents who intended to purchase cars in the near future. After the analysis has been done researcher
has identified the impact of predetermined variables over buying intention of Hybrids vehicles in Sri Lanka.
As per the results, researcher has also come up with the managerial implications of the study and
recommendations.
Impact of Brand Image and Service Quality on Consumer Purchase Intention: A S...Muhammad Arslan
The objective of this research is to determine the relationship between brand image, service quality and price on
consumer purchase intention. Normative and informative susceptibility has indirect effect on consumer purchase
intention. The empirical analysis were determined by collecting data from sample of 301 consumers of large
retail stores. The findings of study reveal the positive effect of brand image and service quality on consumer
purchase intention. Results reveal the insignificant relationship between price and consumer purchase intention.
The findings also documented that consumers in large retail stores don’t bother prices because consumers
consider that the stores charge reasonable prices. Most of consumer’s purchases depend upon the brand image
and service quality. Normative and informative susceptibility have positive effect on brand image. The
recommendations and suggestions are very helpful for managers and operators of large stores. Brand image
depends on informative and normative susceptibility.
Pestelpestel analysis mc donaldspolitical factorsincreasing interssuser562afc1
The document analyzes McDonald's using various strategic frameworks. A PESTEL analysis identifies political, economic, social, technological, environmental and legal factors impacting McDonald's. A Five Forces analysis finds bargaining power of consumers and competition among rivals are strong forces. Financial ratios show McDonald's had a 2% revenue increase in 2019 with a current ratio of 0.98 and return on assets of 12.68%.
This document summarizes research on the power of brand properties. The research found:
1) Marketing directors see distinctive brand properties as extremely important for creating strong brands by standing out and triggering brand meaning.
2) Common brand properties like logos and colors are widely used, but opportunities exist to leverage properties like shapes, slogans, and sonic branding more.
3) Measuring and managing brand properties needs improvement, as less than half of companies properly track properties quantitatively and most make changes based on non-strategic reasons rather than data.
4) A case study on ice cream brands found Magnum's most iconic asset is its distinctive product shape, while properties like slogans and celebrity
Bruce Jeffers ::: Product Placement -- State of the Research, Annotated Bibli...Bruce Jeffers
Preliminary White Paper / Annotated Bibliography for a research question in the Advertising field.
This research begins to explore if product placement of automobiles specifically with the protagonist affects consumer behaviors or purchase intents. This topic was further developed throughout the course of the Spring 2008 semester in a graduate-level Advertising Theories course.
by Bruce Jeffers, copyright 2008 via The University of Texas at Austin.
Bruce Jeffers ::: Theoretical Background for Using Celebrity Appeal in Produc...Bruce Jeffers
This research explores theoretical reasons behind how and why product placements featuring automobile brands may affect consumer behavior, attitude and purchase intent. This study was developed throughout the course of the Spring 2008 semester in a graduate-level Advertising Theories course.
by Bruce Jeffers, copyright 2008 via The University of Texas at Austin.
Effect of Advertisement on Millennials Perception & BehaviourIJAEMSJORNAL
The study helps determine factors like price, quantity, quality, packaging, content, correct ingredients, religious aspect, and genetic factors that influence people to buy the product/service. Collected data from students, working professionals, business class, and homemakers. Changing advertising appeals attract more millennials as well as influence millennials preference. The study aims to study the level of satisfaction among millennials with advertisements like awareness of product availability, knowledge of brand loyalty, easy to compare with a competitive advantage, etc. This study also helps to recognize the effect of advertisements on millennials buying behaviour. In the competitive market, any product can't survive without advertisements. Millennials buy goods when they feel it's necessary. Companies should give advertisements to brand recall in the minds of customers. This study focused on the effect of advertisements on millennials buying behaviour and perception while changing the advertising appeals during the time of Covid.
Integrated Marketing Communication PlanFelicia Pratt
This document outlines an integrated marketing communications plan for ConsoE's new product, ChargeIt, a portable solar-powered battery. The plan aims to drive collaboration across ConsoE departments and create awareness of ChargeIt. Stakeholders like executives and Wall Street are skeptical of ConsoE entering the consumer market. The plan includes messaging tailored to each stakeholder, and an implementation timeline with tactics like trade shows and earned media to generate interest over six months for $250,000. Metrics will track social media engagement, trade show leads, and media stories to measure success.
Impact of Key Purchasing Determinants on Purchase Intention of Hybrid Vehicle...University of Kelaniya
According to Researchers knowledge this is the first research on purchase intentions of Hybrid Vehicles in
Sri Lanka. This research has been done to determine the purchase intention of Hybrid Vehicles in Sri Lanka.
This research article focuses mainly on determining the links between customer’s environmental attitudes,
subjective norms, price perception, preferences, knowledge, perceived risk, intentions as well as expectations
of the customers given to the environment while buying a hybrid vehicle. The research survey questionnaires
were developed to get information for each and every aspect mentioned in the objectives. To go deep in to
the study areas researcher referred secondary data sources such as other research studies that were done in
Tokyo Japan and India. The data for the present work has been collected personally by the researcher as well
as helps has been taken from others in getting structured non- disguised questionnaire filled properly. By
using the snowball sampling, 200 survey questioners were distributed and 150 useable responses were taken
in to this research. All the responses were collected online and taken them to one data base for the purpose
of analyzing. For this study, respondents who were identified as “being in the market” and other potential
respondents who intended to purchase cars in the near future. After the analysis has been done researcher
has identified the impact of predetermined variables over buying intention of Hybrids vehicles in Sri Lanka.
As per the results, researcher has also come up with the managerial implications of the study and
recommendations.
Impact of Brand Image and Service Quality on Consumer Purchase Intention: A S...Muhammad Arslan
The objective of this research is to determine the relationship between brand image, service quality and price on
consumer purchase intention. Normative and informative susceptibility has indirect effect on consumer purchase
intention. The empirical analysis were determined by collecting data from sample of 301 consumers of large
retail stores. The findings of study reveal the positive effect of brand image and service quality on consumer
purchase intention. Results reveal the insignificant relationship between price and consumer purchase intention.
The findings also documented that consumers in large retail stores don’t bother prices because consumers
consider that the stores charge reasonable prices. Most of consumer’s purchases depend upon the brand image
and service quality. Normative and informative susceptibility have positive effect on brand image. The
recommendations and suggestions are very helpful for managers and operators of large stores. Brand image
depends on informative and normative susceptibility.
Pestelpestel analysis mc donaldspolitical factorsincreasing interssuser562afc1
The document analyzes McDonald's using various strategic frameworks. A PESTEL analysis identifies political, economic, social, technological, environmental and legal factors impacting McDonald's. A Five Forces analysis finds bargaining power of consumers and competition among rivals are strong forces. Financial ratios show McDonald's had a 2% revenue increase in 2019 with a current ratio of 0.98 and return on assets of 12.68%.
This document summarizes research on the power of brand properties. The research found:
1) Marketing directors see distinctive brand properties as extremely important for creating strong brands by standing out and triggering brand meaning.
2) Common brand properties like logos and colors are widely used, but opportunities exist to leverage properties like shapes, slogans, and sonic branding more.
3) Measuring and managing brand properties needs improvement, as less than half of companies properly track properties quantitatively and most make changes based on non-strategic reasons rather than data.
4) A case study on ice cream brands found Magnum's most iconic asset is its distinctive product shape, while properties like slogans and celebrity
This document discusses integrated marketing communication and the elements of the marketing communication mix. It analyzes the benefits and disadvantages of different communication elements like advertising, direct marketing, sales promotion, public relations, and personal selling. It then provides an overview of a prospective product called Support Solutions, canes designed to provide more support and safety. The document proposes using advertising, direct marketing, and sales promotion to promote Support Solutions and integrating these elements. It suggests measuring the effectiveness of the campaign by integrating marketing communications and testing new mediums before a larger launch.
Sohn&kim(2012) a study of influecing factors for purchase intentions in socia...Sohn Woong
This study examines factors that influence purchase intentions on social commerce platforms. It analyzes attributes of social commerce like economy, necessity, reliability, interaction, and sales promotions. Through a regression analysis, it finds that economy, necessity, reliability, and sales promotions significantly affect purchase intentions. The study provides insights for social commerce businesses to better understand customer needs and reasons for purchase, and to develop effective marketing strategies.
This document provides an abstract and introduction for a master's thesis that investigates whether single media or cross-media storytelling is more successful for affecting outcomes. The study compares the cognitive, affective, and behavioral effects of a print-only storytelling campaign versus a print and internet cross-media storytelling campaign, while also considering the moderating role of consumer product involvement. The introduction reviews literature on storytelling in advertising, different storytelling formats and components, and research on the effectiveness of single media versus cross-media campaigns. The author aims to contribute new insights on using storytelling within a single medium and how media choices should differ based on consumer involvement levels.
Product customization in the ayurveda change newBetsy Booboo
1. The document discusses the rise of product customization and prosumption, where consumers take on more active roles in product design, development and production. Prosumption blurs the lines between producers and consumers.
2. Mass customization allows for large-scale production of customized goods, with consumers specifying design requirements. This leads to economic, psychological and social benefits for both consumers and companies.
3. The document argues that involving consumers more directly in product development through customization and prosumption can help companies better serve customer needs and create reciprocal value.
A STUDY ON INFLUENCE OF ADVERTISEMENTS IN CONSUMER BRAND PREFERENCE (With Spe...Abhinav Tyagi
The project has been undertaken with an objective, to understand the influences of advertisement, in consumer brand preference, towards soft drinks products. It also identifies the influence of communication, in the advertisement. The existing positioning of prominent brands and the perceptions among different segments were also covered under the study. The brand loyalty and switching were also studied. It also studies the essential for a marketer to find out the extent to which the advertisement creates positive change in preparing the brand of the company.
This document presents a comparative case study of four virtual customer communities from the media industry and their role in continuous product development. It analyzes different types of customer interactions that take place within these communities, including interactions between customers (C2C), between customers and the company (C2B), and between the company and customers (B2C). These interactions provide varying levels of support for continuous product development, from more instrumental interactions that provide one-time input, to more equal interactions that help companies understand customer needs and co-develop products with customers over time. The cases demonstrate that customers can contribute more to development when they are able to influence the virtual community and its operations.
This document summarizes a research study that examined the relationships between brand awareness, perceived quality, brand loyalty, and purchase intention. The study collected data from cellular phone users and used regression analysis and mediation tests. The results showed that: (1) brand awareness, perceived quality, and brand loyalty all had significant positive effects on purchase intention; (2) perceived quality had a positive effect on brand loyalty; (3) perceived quality mediated the relationship between brand awareness and purchase intention; and (4) brand loyalty mediated the relationship between brand awareness and purchase intention. The study suggests that companies build brand awareness through marketing to increase brand loyalty and positively influence perceived quality and purchase intention.
Consumers increasingly demand a newfound control over their media experiences because the technology and media industries are obliging them. Digital formats now allow readers to interact with and navigate through magazine content. On one hand, publishers are able to retain the design fidelity of a print magazine and add the interactivity dimension that captivates reader attention and creates a more engaging experience. On the other hand, advertisers can enhance the engagement of their advertisements because of this digital solution. However, many questions that have not been addressed remain whether ads featured in a digital magazine can engage readers more and elicit greater message effects. Thus, this study examines the following research questions:
1. Can interactive ads in a digital magazine generate stronger engagement, message involvement, attitude, and overall brand awareness than static ads in a print magazine?
2. Can higher interactivity initiated by an interactive ad generate stronger brand recall, engagement, message involvement, attitude, and purchase intention than a static ad?
3. What are the relations among interactivity, engagement, message involvement, attitude, and purchase intention?
Via: http://blogs.adobe.com/digitalpublishing/2011/01/ad-engagement.html
impact of advertising on brand loyalty with the moderation of consumer buying...Aamna Shakeel
This document discusses a conceptual framework for examining the impact of advertising on brand loyalty, with consumer buying behavior as a moderating factor. The authors propose that ad likeability, persuasiveness, and brand personality created in ads influence consumer intentions and buying behavior. A creative, well-executed ad can change consumer purchase decisions and behavior. The brand personality portrayed in ads also impacts buying behavior, as consumers relate brand traits to their own personalities. Positive effects on buying behavior from these advertising dynamics ultimately lead to increased brand loyalty, which provides competitive advantages. The authors present hypotheses and review prior literature on these topics.
An analysis of sustainable marketing and how is managed through social media ...luiseduardomedinazam
The research involved:
• Analysis of how sustainable companies use social media to promote engagement to consumers.
• Evaluation of how sustainable marketing practices are impacting the customer journey.
This document provides guidance for understanding the structure and ownership of the media sector. It defines different types of media ownership like private, public service broadcasting, multinationals, independents, conglomerates, and voluntary organizations. It also discusses challenges faced by independent and multinational media companies. The concepts of cross-media ownership, diversification, horizontal and vertical integration are explained. Disney is used as an example of a integrated media company. The document poses questions about income streams, product diversity, profitability, objectives, competition, customers, and trends affecting media companies.
This document provides guidance for understanding the structure and ownership of the media sector. It defines different types of media ownership like private, public service broadcasting, multinationals, independents, conglomerates, and voluntary organizations. It also discusses challenges faced by independent and multinational media companies. The concepts of cross-media ownership, diversification, horizontal and vertical integration are explained. Disney is used as an example of a integrated media company. The document poses questions about income streams, product diversity, profitability, objectives, competition, customers, and trends affecting media companies.
This document summarizes research on viral video advertisements and factors that contribute to their sharing online. It finds that positive emotions and strong brand image play an important role in whether a video goes viral. Specifically, branded content that incorporates creative strategies like humor can shape whether a video advertisement is shared virally. The document also reviews literature on defining viral marketing, the role of social media, different types of advertising messages and creative strategies, and motivations for online word-of-mouth sharing.
This document discusses the rise of purpose-led brands and how companies are increasingly focusing on their social purpose to gain a competitive advantage. Some key points:
- Customers now consider a brand's values and what it stands for, not just product/price. 62% want companies to take a stand on issues like sustainability.
- Companies with a clear social purpose aligned with customer beliefs can build more authentic relationships moving from "give me what I want" to "support what we believe in."
- Purpose provides differentiation when quality and experience are expected. It also boosts trust and protects brands from incidents that damage trust.
- Activating purpose requires understanding factors like geography, industry, brand maturity and involving
Focus on customers the psychology of buying behaviour1STOUTSOURCE LTD
This presentation covers how to deal with customers and looks at the psychology of buying behavior and demographics. This presentation is from a series at the www.1stoutsource.com community forum search us out and call in.
An Introduction to Marketing for Business Managers1STOUTSOURCE LTD
This slide show covers the introductory lecture for a post graduate marketing course. Introduces the broad concepts and sets the ground for the remaining lecture series. During this series the full range of marketing concepts will be covered. They are also posted to www.1stoutsource.com
The Vietnam Business Challenge Fund (VBCF) supported 21 private sector projects between 2012-2015 using innovative business models that created both social impact and commercial benefits. The projects addressed challenges in agriculture, low carbon growth, and infrastructure/basic services. In total, VBCF invested over $5 million and the businesses generated over $230 million in sales from these inclusive business models. The projects demonstrated positive results in areas like employment, incomes, and access to goods/services for low-income people while also achieving financial sustainability. The overall evaluation found that VBCF was successful in its goal of supporting scalable, commercially viable inclusive businesses.
Managing reputation and building credibilityEvelyn Sian
Corporate reputation is important for organizations and is formed over time based on stakeholders' perceptions of a company's behaviors and actions. Reputation does not happen by chance and is influenced by leadership, management, operations, products/services, stakeholder relationships, and communications. Maintaining a positive reputation provides benefits like improved competitiveness and recruitment, while negative events like crises can damage reputation if not properly addressed. Managing reputation requires monitoring discussions, understanding stakeholders, being transparent, engaging in dialogue, and responding appropriately to issues as they arise.
Social media's possibilities in business-to-business customer interaction in ...Jari Jussila
Social media offers novel ways for businesses to interact with customers in the innovation process. While businesses perceive opportunities in social media, there is a gap between perception and actual use, especially in B2B contexts. Social media shows the most potential for one-way communication from businesses to customers. Communities and collaborative interactions are seen as less potential, but are core to social media. B2B contexts differ significantly from B2C in innovation, interaction, and customer knowledge creation. More B2B research is needed to understand social media opportunities.
Prezentace z mezinárodní konferenci (The International Association of Sound and Audiovisual Archives).
Virtuální národní fonotéka: https://www.narodnifonoteka.cz/.
IASA 2015 Annual Conference: http://2015.iasa-web.org/
This document discusses integrated marketing communication and the elements of the marketing communication mix. It analyzes the benefits and disadvantages of different communication elements like advertising, direct marketing, sales promotion, public relations, and personal selling. It then provides an overview of a prospective product called Support Solutions, canes designed to provide more support and safety. The document proposes using advertising, direct marketing, and sales promotion to promote Support Solutions and integrating these elements. It suggests measuring the effectiveness of the campaign by integrating marketing communications and testing new mediums before a larger launch.
Sohn&kim(2012) a study of influecing factors for purchase intentions in socia...Sohn Woong
This study examines factors that influence purchase intentions on social commerce platforms. It analyzes attributes of social commerce like economy, necessity, reliability, interaction, and sales promotions. Through a regression analysis, it finds that economy, necessity, reliability, and sales promotions significantly affect purchase intentions. The study provides insights for social commerce businesses to better understand customer needs and reasons for purchase, and to develop effective marketing strategies.
This document provides an abstract and introduction for a master's thesis that investigates whether single media or cross-media storytelling is more successful for affecting outcomes. The study compares the cognitive, affective, and behavioral effects of a print-only storytelling campaign versus a print and internet cross-media storytelling campaign, while also considering the moderating role of consumer product involvement. The introduction reviews literature on storytelling in advertising, different storytelling formats and components, and research on the effectiveness of single media versus cross-media campaigns. The author aims to contribute new insights on using storytelling within a single medium and how media choices should differ based on consumer involvement levels.
Product customization in the ayurveda change newBetsy Booboo
1. The document discusses the rise of product customization and prosumption, where consumers take on more active roles in product design, development and production. Prosumption blurs the lines between producers and consumers.
2. Mass customization allows for large-scale production of customized goods, with consumers specifying design requirements. This leads to economic, psychological and social benefits for both consumers and companies.
3. The document argues that involving consumers more directly in product development through customization and prosumption can help companies better serve customer needs and create reciprocal value.
A STUDY ON INFLUENCE OF ADVERTISEMENTS IN CONSUMER BRAND PREFERENCE (With Spe...Abhinav Tyagi
The project has been undertaken with an objective, to understand the influences of advertisement, in consumer brand preference, towards soft drinks products. It also identifies the influence of communication, in the advertisement. The existing positioning of prominent brands and the perceptions among different segments were also covered under the study. The brand loyalty and switching were also studied. It also studies the essential for a marketer to find out the extent to which the advertisement creates positive change in preparing the brand of the company.
This document presents a comparative case study of four virtual customer communities from the media industry and their role in continuous product development. It analyzes different types of customer interactions that take place within these communities, including interactions between customers (C2C), between customers and the company (C2B), and between the company and customers (B2C). These interactions provide varying levels of support for continuous product development, from more instrumental interactions that provide one-time input, to more equal interactions that help companies understand customer needs and co-develop products with customers over time. The cases demonstrate that customers can contribute more to development when they are able to influence the virtual community and its operations.
This document summarizes a research study that examined the relationships between brand awareness, perceived quality, brand loyalty, and purchase intention. The study collected data from cellular phone users and used regression analysis and mediation tests. The results showed that: (1) brand awareness, perceived quality, and brand loyalty all had significant positive effects on purchase intention; (2) perceived quality had a positive effect on brand loyalty; (3) perceived quality mediated the relationship between brand awareness and purchase intention; and (4) brand loyalty mediated the relationship between brand awareness and purchase intention. The study suggests that companies build brand awareness through marketing to increase brand loyalty and positively influence perceived quality and purchase intention.
Consumers increasingly demand a newfound control over their media experiences because the technology and media industries are obliging them. Digital formats now allow readers to interact with and navigate through magazine content. On one hand, publishers are able to retain the design fidelity of a print magazine and add the interactivity dimension that captivates reader attention and creates a more engaging experience. On the other hand, advertisers can enhance the engagement of their advertisements because of this digital solution. However, many questions that have not been addressed remain whether ads featured in a digital magazine can engage readers more and elicit greater message effects. Thus, this study examines the following research questions:
1. Can interactive ads in a digital magazine generate stronger engagement, message involvement, attitude, and overall brand awareness than static ads in a print magazine?
2. Can higher interactivity initiated by an interactive ad generate stronger brand recall, engagement, message involvement, attitude, and purchase intention than a static ad?
3. What are the relations among interactivity, engagement, message involvement, attitude, and purchase intention?
Via: http://blogs.adobe.com/digitalpublishing/2011/01/ad-engagement.html
impact of advertising on brand loyalty with the moderation of consumer buying...Aamna Shakeel
This document discusses a conceptual framework for examining the impact of advertising on brand loyalty, with consumer buying behavior as a moderating factor. The authors propose that ad likeability, persuasiveness, and brand personality created in ads influence consumer intentions and buying behavior. A creative, well-executed ad can change consumer purchase decisions and behavior. The brand personality portrayed in ads also impacts buying behavior, as consumers relate brand traits to their own personalities. Positive effects on buying behavior from these advertising dynamics ultimately lead to increased brand loyalty, which provides competitive advantages. The authors present hypotheses and review prior literature on these topics.
An analysis of sustainable marketing and how is managed through social media ...luiseduardomedinazam
The research involved:
• Analysis of how sustainable companies use social media to promote engagement to consumers.
• Evaluation of how sustainable marketing practices are impacting the customer journey.
This document provides guidance for understanding the structure and ownership of the media sector. It defines different types of media ownership like private, public service broadcasting, multinationals, independents, conglomerates, and voluntary organizations. It also discusses challenges faced by independent and multinational media companies. The concepts of cross-media ownership, diversification, horizontal and vertical integration are explained. Disney is used as an example of a integrated media company. The document poses questions about income streams, product diversity, profitability, objectives, competition, customers, and trends affecting media companies.
This document provides guidance for understanding the structure and ownership of the media sector. It defines different types of media ownership like private, public service broadcasting, multinationals, independents, conglomerates, and voluntary organizations. It also discusses challenges faced by independent and multinational media companies. The concepts of cross-media ownership, diversification, horizontal and vertical integration are explained. Disney is used as an example of a integrated media company. The document poses questions about income streams, product diversity, profitability, objectives, competition, customers, and trends affecting media companies.
This document summarizes research on viral video advertisements and factors that contribute to their sharing online. It finds that positive emotions and strong brand image play an important role in whether a video goes viral. Specifically, branded content that incorporates creative strategies like humor can shape whether a video advertisement is shared virally. The document also reviews literature on defining viral marketing, the role of social media, different types of advertising messages and creative strategies, and motivations for online word-of-mouth sharing.
This document discusses the rise of purpose-led brands and how companies are increasingly focusing on their social purpose to gain a competitive advantage. Some key points:
- Customers now consider a brand's values and what it stands for, not just product/price. 62% want companies to take a stand on issues like sustainability.
- Companies with a clear social purpose aligned with customer beliefs can build more authentic relationships moving from "give me what I want" to "support what we believe in."
- Purpose provides differentiation when quality and experience are expected. It also boosts trust and protects brands from incidents that damage trust.
- Activating purpose requires understanding factors like geography, industry, brand maturity and involving
Focus on customers the psychology of buying behaviour1STOUTSOURCE LTD
This presentation covers how to deal with customers and looks at the psychology of buying behavior and demographics. This presentation is from a series at the www.1stoutsource.com community forum search us out and call in.
An Introduction to Marketing for Business Managers1STOUTSOURCE LTD
This slide show covers the introductory lecture for a post graduate marketing course. Introduces the broad concepts and sets the ground for the remaining lecture series. During this series the full range of marketing concepts will be covered. They are also posted to www.1stoutsource.com
The Vietnam Business Challenge Fund (VBCF) supported 21 private sector projects between 2012-2015 using innovative business models that created both social impact and commercial benefits. The projects addressed challenges in agriculture, low carbon growth, and infrastructure/basic services. In total, VBCF invested over $5 million and the businesses generated over $230 million in sales from these inclusive business models. The projects demonstrated positive results in areas like employment, incomes, and access to goods/services for low-income people while also achieving financial sustainability. The overall evaluation found that VBCF was successful in its goal of supporting scalable, commercially viable inclusive businesses.
Managing reputation and building credibilityEvelyn Sian
Corporate reputation is important for organizations and is formed over time based on stakeholders' perceptions of a company's behaviors and actions. Reputation does not happen by chance and is influenced by leadership, management, operations, products/services, stakeholder relationships, and communications. Maintaining a positive reputation provides benefits like improved competitiveness and recruitment, while negative events like crises can damage reputation if not properly addressed. Managing reputation requires monitoring discussions, understanding stakeholders, being transparent, engaging in dialogue, and responding appropriately to issues as they arise.
Social media's possibilities in business-to-business customer interaction in ...Jari Jussila
Social media offers novel ways for businesses to interact with customers in the innovation process. While businesses perceive opportunities in social media, there is a gap between perception and actual use, especially in B2B contexts. Social media shows the most potential for one-way communication from businesses to customers. Communities and collaborative interactions are seen as less potential, but are core to social media. B2B contexts differ significantly from B2C in innovation, interaction, and customer knowledge creation. More B2B research is needed to understand social media opportunities.
Prezentace z mezinárodní konferenci (The International Association of Sound and Audiovisual Archives).
Virtuální národní fonotéka: https://www.narodnifonoteka.cz/.
IASA 2015 Annual Conference: http://2015.iasa-web.org/
This document provides a user guide for the Suunto Ambit2 S 2.0 sports watch. It describes the watch's display icons, buttons and their functions, and guides the user through setup, customization, use of various features like timekeeping, navigation, sport modes, and care of the device. Key features covered include connecting to the Movescount app, updating firmware, customizing sport modes and apps, GPS navigation, heart rate monitoring, multisport training, swimming tracking, and device maintenance. Safety warnings are also provided at the beginning.
Chris Cunningham is a filmmaker known for his unique and obscure creative works, including music videos featuring distorted figures. One of his films, "Come to Daddy", depicts children with blurred and deformed faces being corrupted by a figure on television. Cunningham creates films with low budgets but high artistic value, allowing his work to become well-known without relying on money.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help alleviate symptoms of mental illness and boost overall mental well-being.
Este documento describe una sesión de aprendizaje sobre juegos tradicionales peruanos para estudiantes de primaria. La sesión tiene como objetivo enseñar a los estudiantes sobre los juegos tradicionales de su comunidad para fortalecer su identidad nacional. La sesión incluye una presentación sobre la importancia de los juegos tradicionales, seguida de demostraciones prácticas de juegos como "la gallinita ciega", "la carretilla" y "la salta soga", con el fin de pract
To effectively engage students in their courses, it is important to understand who the students are and their diverse learning needs, as the social care programs have both traditional school leavers and adult learners returning to education. The courses cover a range of topics from basic facts to specialized knowledge, so utilizing a balance of lecturer-led and student-participated learning styles can help optimize learning opportunities for all students, regardless of their backgrounds or preferences. Creating a positive learning environment that acknowledges individual learning styles promotes fair and equal opportunities for students to develop their knowledge and skills.
SEVICIO MILITAR OBLIGATORIO
En 1994, a raíz de un grave y desgraciado episodio ocurrido en el cuartel de Zapala, como consecuencia del cual resultó muerto el soldado conscripto Omar Carrasco, el entonces presidente de la Nación, Carlos Saúl Menem, impulsó la inmediata derogación del Servicio Militar Obligatorio. Fue sin duda una expresión de rápidos reflejos políticos más que el producto de meditados estudios sobre el modo de terminar con un sistema que quedaba atrás en casi todo el mundo.
La necesidad de contar con grandes masas de hombres medianamente preparados para la guerra había llevado a muchos países a adoptar regímenes orgánicos de capacitación castrense y establecer redes de rápida movilización. Pero, al producirse en las últimas décadas del siglo XX gigantescos avances en materia de armamentos y logística, se comprendió que resultaba más eficaz y rentable contar con fuerzas reducidas, aunque altamente entrenadas, prontas para intervenir adonde se las enviara. Mientras en otras partes el cambio fue realizándose en forma gradual, en la Argentina se produjo un corte de cuajo, que provocó grandes dificultades de adaptación para las Fuerzas Armadas.
La supresión del Servicio Militar Obligatorio fue recibida con beneplácito, indiferencia o abierta antipatía por la sociedad, según la edad y circunstancias de sus componentes. Buena parte de los ciudadanos que habían pasado por las filas, sin dejar de reconocer determinados excesos, conservaban -y mantienen- gratos recuerdos derivados del compañerismo y la capacitación para ciertas tareas aplicadas “en la vida civil”, además de la emoción patriótica provocada por la jura de la Bandera y otras ceremonias castrenses. La Armada había sido precursora en el llamado a conscripción, por ley de 1898. Pero le correspondió al ministro de Guerra coronel Pablo Riccheri, obtener el respaldo necesario para poner fin al sistema vigente de convocatoria de la Guardia Nacional, compuesta por ciudadanos arrancados de sus hogares y actividades mientras durase la guerra o revolución que había determinado su llamado a filas, para combatir junto al Ejército de Línea constituido por “destinados” o “enganchados”.
This story was written by a girl named Saw Thomson for her school South Middle School. It is a narrative story told from the perspective of Jesse, who goes on a camping trip with friends Lizy, Jamie, Logan, and her brother. During the night, Jesse wakes up to a burning feeling and realizes the forest is on fire. She has to work to survive the fire with her friends. The conclusion is that the story teaches about safety and what not to do in a forest fire.
Charles Dickens' David Copperfield relates the story of a young boy's growth and development into maturity. It follows David from his birth and happy childhood, through the death of his mother and neglect from his cruel stepfather, to his career as a proctor and marriage. A key relationship is his marriage to his childish but beautiful wife Dora, whose premature death deeply affects him. The story explores themes of family, love, and personal growth through David's experiences and relationships.
Dokumen tersebut membahas analisis nilai tahunan (annual worth) untuk menentukan pilihan investasi yang paling ekonomis. Metode ini mengkonversi semua arus kas menjadi biaya setara tahunan (equivalent uniform annual cost/benefit) dengan menggunakan suku bunga yang ditentukan (MARR). Dokumen ini memberikan contoh perhitungan EUAC untuk beberapa kasus investasi dan membandingkan hasilnya untuk menentukan pilihan yang lebih ekonomis.
A large forest fire occurred in Uttarakhand, India in 2016 that took a long time to control and resulted in massive destruction. Over 3,500 hectares of forest were burned and the fires produced heavy smoke. The government deployed firefighters and helicopters to douse the fires, which were fueled by dry weather and high winds. While some blamed timber smugglers for intentionally setting the fires, natural conditions also contributed to the fires spreading. The fires severely impacted wildlife reserves and destroyed forest habitat.
Brand extension allows established brands to leverage existing brand equity by applying the brand name to new product offerings. This essay evaluates the factors affecting brand extension for fast-moving consumer goods companies in India using Hindustan Unilever and ITC as examples. Successful brand extension depends on choosing extensions that are closely related to the core brand and maintaining consistency in brand attributes to transfer the positive brand image and associations to new products.
Social media marketing investments are increasing day by day but many of the marketers do not know how to evaluate their performance. I just gathered a few good articles with good examples. I hope you like it.
The document discusses GoodXChange, a media network that enables consumers to interact with brands to fund social good projects. GoodXChange aims to increase marketing efficiency for brands while unlocking hundreds of millions for charities by 2020. GoodXChange provides analytics and strategic insights to help brands optimize cause marketing campaigns and measure their impact on brand warmth through a Brand Warmth Index score.
In part two of this presentation, I evaluated the results of my first Facebook and Instagram advertising. Within this project, I learned to determine what to do to improve future ads on Facebook and Instagram.
Brand Key Performance Indicators as a Force for Brand Equity ManagementBloom Partners GmbH
This document presents a framework for using brand key performance indicators (KPIs) to manage brand equity. It discusses:
1. Linking various dimensions of brand equity like market share, loyalty, and brand attitudes through a measurement system of KPIs.
2. How to set targets for KPIs based on the relationships between dimensions, allowing brands to track performance against financial goals.
3. A case study where this framework helped a telecommunications company better understand brand health across divisions and implement a new, company-wide brand equity management system.
- The document discusses GoPro extending its line of compact video recording devices by introducing new products that continue promoting an image of adventure.
- Line extensions allow companies to take advantage of an established brand's recognition but must be carefully implemented to avoid diluting the brand's focus or differentiation.
- GoPro's brand identity is centered around adventure, which is echoed through new products, advertising, and vision. This consistency helps line extensions leverage the brand's reputation while staying relevant to customers.
Brand extension involves using an existing brand name to introduce a new product category. Nike is an example of a company that has successfully used brand extension. Originally starting with track running shoes, Nike has extended its brand into many new sports categories including shoes, apparel, and equipment for soccer, basketball, tennis, and more. Nike has also launched sub-brands under the Nike name like Nike Golf, Nike+, and Air Jordan to further extend its brand into new areas. Acquisitions of brands like Converse and Hurley have also helped Nike expand its product offerings over time.
This document appears to be a thesis proposal for examining brand design consistency (BDC) and category design consistency (CDC) in brand extensions. The introduction provides definitions of key terms and outlines the purpose and significance of studying how BDC and CDC impact consumer attitudes and purchase intentions toward brand extensions. The literature review covers relevant research on brand experience, brand extension strategies, and processing fluency theory. The methodology section proposes a mixed methods approach using case studies of Apple and Google, a pre-test study, and survey of undergraduate students to analyze the effects of BDC and CDC when extending the Google and Apple brands. The conclusions will provide implications for Google Glass as a brand extension and general strategies for successful brand extensions.
The document discusses brand equity and its measurement. It defines brand equity as the incremental contribution ($) per year obtained by the brand compared to an unbranded product. Brand equity is driven by consumers' increased choice probability for the branded product. The approach measures three sources of brand equity - brand awareness, attribute perceptions, and non-attribute preferences - and how much each contributes to brand equity directly and indirectly through brand availability. Applying this method provides what-if analysis to predict strategies for enhancing brand equity.
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.
1) Geico attempts to build brand equity through increasing brand awareness and creating a positive brand image. They use heavy advertising through TV, print, and outdoor marketing to saturate the market and increase brand recognition.
2) Geico aims to create a fun, lighthearted brand image despite car insurance being a serious product. Their commercials featuring the Geico gecko mascot portray the company as calm and likable.
3) In addition to advertising, Geico forms secondary brand associations by partnering with reputable organizations like AAA and celebrities like football player Jason Campbell to leverage their positive attributes and increase brand awareness further.
BUSI 520
Marketing Management Individual Project (MMIP): Develop Value Offering Product Experience Assignment Instructions
Overview
Each student must complete an individual marketing project. Your first task is to select a project topic. No two students will work on the same product/service. This must be an existing product, service, or organization.
Instructions
The same project topic must be used in all installments. Each project installment must include a title page that has the name of the project topic in it. Each of the five questions should be numbered and written out in its entirety in the pages that follow. The entire document (all five questions, combined, but not counting references) should be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. All content must show direct application to the topic and exclude definitions of terms and general explanations of generic marketing topics. The assignment should be submitted as a Microsoft Word document.
When completing an assignment for a given module, the student will assume the role of marketing manager for the selected organization. All student responses must be based on research. View the entire course textbook (all chapters) as a resource for the assignment, meaning it may be necessary to locate assignment-related material in chapters other than those corresponding with the module in which the assignment is located. While the effort has been made to ensure that all material necessary for assignment completion is found in the textbook, contact the instructor immediately if information needed to complete the assignment cannot be located in the textbook. The instructor will then provide instructions on locating the required material. Quotes must be minimized and long quotes (40 words or more) avoided. Outside sources to be cited include scholarly marketing journals (Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, etc.), practitioner publications, and the course textbook. Assignments must be submitted though Turnitin.
Questions
Q1. Explain the organization’s product plan. (Ch. 8)
Q2. Explain the product’s/service’s current life cycle stage (introduction, growth, maturity or decline). Select one stage to discuss and omit the others. (Ch.8)
Q3. Discuss viable techniques of building the equity of the brand. (Ch.9)
Q4. Discuss several branding decisions recently made or appropriate to make. (Ch.9)
Q5. Discuss organizational efforts at customer satisfaction, loyalty, and retention. (Ch.10)
5
Marketing Management Project
Name
Name of Lecturer
Institution
Date
Marketing Management Project
Q 1: Forms of Marketing Research
Organizations need to conduct various market-related research activities to discover client needs and remain relevant and competitive in the industry and market in general. Reputable companies, such as Starbucks Inc., usually employ different market research methods to ide ...
Umbrella branding involves selling many related products under a single brand name to enhance their marketability and create brand equity. It allows companies to leverage the attributes of all product lines under a trusted brand. Successful examples include Apple expanding from computers to other electronics. However, issues with a flagship product, like Nestle's Maggi noodles, can negatively impact the entire brand. Umbrella branding aims to increase customer loyalty and repeat purchases across a company's portfolio of products.
The document discusses various aspects of branding, including brand positioning, personality, relationship, and extension. It summarizes research on how brands are defined and perceived, the psychological constructs that influence consumer brand relationships, and factors that impact brand equity and extension success such as brand familiarity, fit between the parent and extended categories, and the quality of the original brand. The document also presents models for segmenting markets and positioning brands globally, and discusses the relationship between corporate branding, credibility, and price premiums.
The document discusses segmentation models and how they are becoming less effective due to changes in consumer behavior. It argues that consumers belong to multiple segments and are in control of the marketing messages they receive. New technologies like recommendation engines and social networks allow for self-segmentation and targeting consumers based on their interests. Companies should focus on building relevant products and experiences rather than static consumer segments.
DRIVING PRODUCT SALES PERFORMANCE BY ANALYSING PRODUCT PRELAUNCH IN A LINGUIS...kevig
This document summarizes a research paper that analyzes product prelaunch events using natural language processing to investigate how they can drive product sales. Specifically, it looks at how conveying different customer values and inducing an optimism bias called "Nextopia" during prelaunch events impacts sales. The paper reviews literature on customer values frameworks and the effectiveness of prerelease advertising. It proposes using linguistics analysis of Apple's prelaunch event scripts to determine which expressed customer values (functional, experiential, cost/sacrifices) and affective messages most influence sales. The research aims to provide guidelines for crafting prelaunch speeches to maximize new product sales.
MBA 6601, International Business 1 Course Learning Ou.docxaryan532920
MBA 6601, International Business 1
Course Learning Outcomes for Unit VI
Upon completion of this unit, students should be able to:
8. Examine the major marketing considerations applicable to international business.
Reading Assignment
In order to access the following resource(s), click the link(s) below:
Dev, C. S., & Schultz, D. E. (2015). From the four Ps to the four ‘why’s’. Marketing News, 49(9), 40–47.
Retrieved from
https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc
t=true&db=bth&AN=109289010&site=ehost-live&scope=site
Seeds, D., & Khade, A. S. (2008). Transforming a multi-national corporation from a centralized organization to
a decentralized organization. Journal of International Business Strategy, 8(3), 99–104. Retrieved from
https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc
t=true&db=bth&AN=35637667&site=ehost-live&scope=site
Van Meir, C. (2016). Branding benefits: Apply the four Ps of marketing to make benefits more engaging.
Benefits Magazine, 53(3), 34–39. Retrieved from
https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc
t=true&db=bth&AN=113183936&site=ehost-live&scope=site
Unit Lesson
There are two ways to look at global marketing strategies. One way is to look at a company’s marketing
orientation. Marketing orientation refers to the philosophy that guides a company’s marketing strategies. In
the United States, marketing orientation started with the production concept (1920s) and evolved to the
present day holistic marketing concept. Along the way, several distinct variations emerged that seem to work
well in the foreign markets. These orientations depend on the types of products produced and the types of
buyers purchasing the goods. The second way to study global marketing strategies is to analyze the
marketing mix of the product. The marketing mix is the 4 Ps: product, place, price, and promotion.
Marketing Orientations
There seem to be five types of marketing philosophies that have managed to stay significant. Typically, a
company’s marketing strategy will depend on whether the company is production oriented, sales oriented, or
customer oriented. A combined strategy of all three yields a strategic marketing concept. Last and still
emerging is the force of social marketing, sometimes referred to as nonmarket strategies.
Production orientation: The production concept focuses on products that are mass produced, have a low
price relative to disposable income, come with a standard design, have low risk of product failure, and a short
window from purchase to consumption. These types of products require advertising and sales promotion to
pull them through the distribution channel. Consequently, manufacturers achieve high production efficiency,
low costs, and mass distribution. This type of product could be a low value-add ...
1) The document discusses how technology and social media have disrupted traditional marketing approaches and questioned the relevancy of marketing departments. It explores how marketing has evolved from a focus on the 4 P's to relationship marketing and using new digital tools like search engine optimization.
2) It argues that while new technologies provide challenges, they also create opportunities for companies to better engage customers through more targeted personalized outreach. Savvy use of tools like social media can help companies build loyalty and brand awareness if they foster virtual relationships.
3) The growth of user-generated content on platforms like social media may reduce reliance on traditional advertising. However, the document contends that companies should see this as a chance to participate in conversations rather
Similar to Consumer generated brand extensions (20)
Two related trends characterize the recent past: value propositions are migrating from the physical to the informational, and value creation is shifting from firms to consumers. These two trends meet in the phenomenon of “consumer-generated intellectual property” (CGIP). This article addresses the question: “How should firms manage the intellectual property that their customers create?” It explores how CGIP presents important dilemmas for managers and argues that consumers’ “intellectual property” should not be leveraged at the expense of their “emotional property.” It integrates these perspectives into a diagnostic framework and discusses eight strategies for firms to manage CGIP.
This document discusses marketing strategies for financial services companies in an era of ubiquitous technology and digital connectivity, referred to as "U-commerce". It begins by outlining the evolution of technology's impact on the financial services industry. It then introduces the concept of U-commerce and its key characteristics of ubiquity, universality, uniqueness, and unison.
The document proposes a 2x2 framework to help financial services marketers identify objectives and strategies. The objectives are amplification, attenuation, contextualization, and transcension. Corresponding marketing strategies of nexus marketing, sync marketing, immersion marketing, and transcension marketing are presented. Examples specific to financial services are used to illustrate how companies can achieve the objectives through these strategies.
Although the protection of secrets is often vital to the survival of orga- nizations, at other times organizations can benefit by deliberately leaking secrets to outsiders. We explore how and why this is the case. We identify two dimensions of leaks: (1) whether the information in the leak is factual or concocted and (2) whether leaks are conducted overtly or covertly. Using these two dimensions, we identify four types of leaks: informing, dissembling, misdirecting, and provoking. We also provide a framework to help managers decide whether or not they should leak secrets.
Purpose – The status of icewine as a luxury item is largely undisputed in popular perception. Despite this, icewine has received very little attention in the management literature. This paper aims to close this gap by developing a theoretical framework to segment the luxury wine and spirits market with a focus on icewine.
Design/methodology/approach – This paper is conceptual in nature. The authors adapt Berthon et al.’s (2009) aesthetics and ontology (AO) framework for luxury brands to provide a theoretical lens for segmenting the luxury wine and spirits market into four distinct segments.
Findings – The main contribution of this paper is a theoretical framework for segmenting the market for luxury wines and spirits into four distinct segments: cabinet collectors, cellar collectors, connoisseurs and carousers. The authors then apply their framework to the icewine category and outline considerations for the marketing mix of icewine producers.
Practical implications – The AO framework for luxury wines and spirits is bene cial for icewine producers to help differentiate their current and future market segments. In addition, this paper outlines practical implications for icewine maker’s marketing mix that could enhance their competitive position today and in the future.
Originality/value – This is the rst paper examining icewine in the context of luxury marketing.
The verb “simulate,” from the Latin simulare, to copy, repre- sent, or feign, has three distinct meanings in English. First, it can refer to something that imitates the appearance or char- acter of something else, such as when an actor stoops or walks very slowly in order to portray an old person. Second, it can refer to the act of pretending, for example, in a child’s game of “playing house,” in which children pretend to be adults in a home situation. Its third, much more recent mean- ing refers directly to the act of producing a computer model of a complex phenomenon. Interestingly, tracking the use of the word simulate in written work and media over time (as well as its noun form “simulation” and its adjective forms “simulated” and “simulative”) shows a very rapid take-off in the 1950s and from then on. This is almost certainly due to the advent of computers, with their ability to rapidly calcu- late the interaction effects of the large numbers of complex variables that constitute a phenomenon. However, viewing simulation as something that can only be done by computers is, in our opinion, limiting. For the purposes of learning, the real world can indeed be copied, represented, imitated, and pretended, as well as pretended in the marketing classroom.
Wearing safe: Physical and informational security in the age of the wearable ...Simon Fraser University
Wearable computing devices promise to deliver countless benefits to users. Moreover, they are among the most personal and unique computing devices of all, more so than laptops and tablets and even more so than smartphones. However, this uniqueness also brings with it a risk of security issues not encountered previously in information systems: the potential to not only compromise data, but also to physically harm the wearer. This article considers wearable device security from three perspectives: whether the threat is to the device and/or the individual, the role that the wearable device plays, and how holistic wearable device security strategies can be developed and monitored.
This document discusses various innovations in social media. It begins by defining innovation and discussing different types of innovations such as incremental, sustaining, disruptive, and radical innovations. It then explores several areas of social media innovation including social networking, social curation, the mobile experience and streaming, wearables, augmented and virtual reality, and artificial intelligence. For each area, examples of innovative companies and technologies are provided, such as how GoPro utilizes user-generated content in its marketing strategy. The document concludes by discussing challenges and takeaways regarding social media innovation.
There is growing interest in how gamification–—defined as the application of game design principles in non-gaming contexts–—can be used in business. However, academic research and management practice have paid little attention to the challenges of how best to design, implement, manage, and optimize gamification strategies. To advance understanding of gamification, this article defines what it is and explains how it prompts managers to think about business practice in new and innovative ways. Drawing upon the game design literature, we present a framework of three gamification principles–—mechanics, dynamics, and emotions (MDE)–—to explain how gamified experiences can be created. We then provide an extended illustration of gamification and conclude with ideas for future research and application opportu- nities.
Ads are no longer unidirectional or one-dimensional but a blend of offline and online techniques designed to directly interact with the community. For many companies, advertising via online platforms such as YouTube and Vimeo has replaced commercials on television altogether. Recently, branded flash mobs have emerged as a popular form of viral advertising. While many branded flash mobs have experienced millions of YouTube views a metric such as view count does not fully indicate the effectiveness of the ad. This netnographic study evaluates viewers’ attitude toward the ad to better understand the effects of branded flash mobs. After examining 2,882 YouTube comments from three virally successful branded flash mob ads, a typology is developed, referred to as the archetype of consumer attitude matrix, to enable academics to formulate research questions regarding branded flash mobs. These archetypes of consumer attitudes to the online ad, in this case branded flash mobs, aid in the assessment of consumer response based on processing (cognitive versus emotive) and stance (supportive versus antagonistic). This typology also serves as a guide to marketing managers in the use of branded flash mobs in their viral campaigns. The article concludes with recommendations for future research.
This document provides an overview of 3D printing and its potential disruptions and implications. It discusses how 3D printing works using additive rather than subtractive manufacturing. Designs can be created digitally and then printed by adding layers of material until the final product is completed. 3D printing will disrupt traditional manufacturing by allowing on-demand production without large inventories and enabling individuals to print parts and products at home. Firms and consumers will both be impacted, and it raises intellectual property and ethical issues that policymakers will need to address regarding this new technology.
The document provides a list of 33 rules for writing, along with some commentary. The rules advise against various grammatical errors and clichés. They recommend avoiding prepositions at the end of sentences, sentence fragments, unnecessary words, and verbing nouns. The author notes they expanded on a shorter version of the rules they found elsewhere, and invites the reader to provide additional points. The document is signed by Dr. Jan Kietzmann and includes his contact information.
Generation-C - Innovation, UGC, IP laws, Social Media, Hacking, iPhone, DRM, ...Simon Fraser University
Generation-C is a generational movement consisting of creative consumers, those who increasingly modify proprietary offerings, and of members of society who in turn use the developments of these creative consumers. It is argued that their respective activities, creating and using modified products, are carried out by an increasing number of people, everyday, without any moral and legal considerations. The resulting controversies associated with existing intellectual property rights are discussed, and suggestions put forward that the future can only bring conflict if such legislation is not changed so that derivative innovations are allowed to flourish. The article concludes with important messages to organisations, intellectual property rights lawyers, owners of property rights, governments and politicians, suggesting they reconsider their respective stances for the good of society.
Organizations use a variety of labels to refer to their customers — the individuals who use their products and services. These labels (e.g., guests, students, clients, members, patients, users, etc.) suggest different meanings and connotations than being a simple customer. In this paper, we explore traditional labeling theory, and its roots in categorization and semiotic theories, to aid in the understanding of the customer- firm relationship. We then extend and formalize this to a customer labeling theory, in which we posit that a firm’s labels for its customers may shape consumer and organizational attitudes. Therefore, if customers become what marketers call them, then these labels shape the dialog between organizations and their customers. Thus, customer labels indirectly impact the success of firms’ customer relationship management efforts. We discuss customer labeling implications for firms and make suggestions for future academic research.
This conceptual paper discusses eWoM as a coping response dependent on positive, neutral, or negative experiences made by potential, actual, or former consumers of products, services, and brands. We combine existing lenses and propose an integrative model for unpacking eWoM to examine how different consumption experiences motivate consumers to share eWoM online. The paper further presents an eWoM Attentionscape as an appropriate tool for examining the amount of attention the resulting different types of eWoM receive from brand managers. We discuss how eWoM priorities can differ between public affairs professionals and consumers, and what the implications are for the management of eWoM in the context of public affairs and viral marketing.
Innovations in mobile technology shape how mobile workers share knowledge and collaborate on the go. We introduce mobile communities of practice (MCOPs) as a lens for under- standing how these workers self-organize, and present three MCOP case studies. Working from contextual ambidexterity, we develop a typology of bureaucratic, anarchic, idiosyncratic and adhocratic MCOPs. We discuss how variations in the degree of organizational alignment and individual discretion shape the extent to which these types explore and exploit mobile work practices and approach organizational ambidexterity. This article concludes with important strategic implications for managing mobile work and practical considerations for identifying, creating, and supporting MCOPs.
In this paper, we highlight some of the challenges and opportunities that social media presents to researchers, and offer relevant theoretical avenues to be explored. To do this, we present a model that unpacks social media by using a honeycomb of seven functional building blocks. We then examine each of the seven building blocks and, through appropriate social and socio-technical theories, raise questions that warrant further in-depth research to advance the conceptualization of social media in public affairs research. Finally, we combine the individual research questions for each building block back into the honeycomb model to illustrate how the theories in combination provide a powerful macro-lens for research on social media dynamics.
Traditionally, consumers used the Internet to simply expend content: they read it, they watched it, and they used it to buy products and services. Increasingly, however, consumers are utilizing platforms–—such as content sharing sites, blogs, social networking, and wikis–—to create, modify, share, and discuss Internet content. This represents the social media phenomenon, which can now significantly impact a firm’s reputation, sales, and even survival. Yet, many executives eschew or ignore this form of media because they don’t understand what it is, the various forms it can take, and how to engage with it and learn. In response, we present a framework that defines social media by using seven functional building blocks: identity, conversations, sharing, presence, relationships, reputation, and groups. As different social media activities are defined by the extent to which they focus on some or all of these blocks, we explain the implications that each block can have for how firms should engage with social media. To conclude, we present a number of recommendations regarding how firms should develop strategies for monitoring, understanding, and responding to different social media activities.
This document discusses the evolution of surveillance systems from the panopticon concept to modern implementations. It describes three generations of surveillance: 1) the original panopticon prison design, 2) the adoption of CCTV cameras and data mining, and 3) emerging technologies that outsource surveillance to citizens and integrate monitoring into everyday devices. The key limitations of each generation are a lack of cohesion across disparate systems and limited data sharing between systems. Newer technologies aim to increase data capture, coupling of systems, and population monitoring to establish a more effective virtual panopticon.
Minding the gap: Bridging Computing Science and Business Studies with an Inte...Simon Fraser University
For today’s information technology organization, working in teams across functional and even organizational boundaries has become an integral part of every project. When asked about these projects, practitioners regularly report on how grave differences between business professionals and tech- nology teams have negatively affected project performance. The serious gap between how the two sides think, talk and work is systemic already in the training and education of both Business and Computer Science students at the univer- sity level. This paper describes the design of a competitive SFU Innovation Challenge which aims to bridge that gap by tasking interdisciplinary groups to create iPhone application prototypes and related business innovation roadmaps. This document then summarizes the objectives of the SFU Inno- vation Challenge, and reports on the difficulties and posi- tive results that materialized when students combined their technological problem- solving techniques and managerial strategies for effectively confronting real-world problems.
The recent evolution of mobile auto-identification technologies invites firms to connect to mobile work in altogether new ways. By strategically embedding “smart” devices, organizations involve individual subjects and real objects in their corporate information flows, and execute more and more business pro- cesses through such technologies as mobile Radio-Frequency Identification (RFID). The imminent path from mobility to pervasiveness focuses entirely on improving organizational performance measures and metrics of success. Work itself, and the dramatic changes these technologies introduce to the organiza- tion and to the role of the mobile worker are by and large ignored. The aim of this chapter is to unveil the key changes and challenges that emerge when mobile landscapes are “tagged”, and when mobile workers and mobile auto-identification technologies work side-by-side. The motivation for this chapter is to encourage thoughts that appreciate auto-identification technologies and their socio-technical impact on specific mobile work practices and on the nature of mobile work in general.
Best Competitive Marble Pricing in Dubai - ☎ 9928909666Stone Art Hub
Stone Art Hub offers the best competitive Marble Pricing in Dubai, ensuring affordability without compromising quality. With a wide range of exquisite marble options to choose from, you can enhance your spaces with elegance and sophistication. For inquiries or orders, contact us at ☎ 9928909666. Experience luxury at unbeatable prices.
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
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This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
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Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
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This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
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• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
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A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
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Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
2. any given product, but they can also be entirely new products
that consumers develop to change the way the original product
is used.
Ideally, from the firm’s perspective, a consumer-generated
brand extension (CGBE) will lead to improved user
experiences, attract new customers or increase purchase
frequencies, increase customer lock-in and have a positive
effect on brand image. However, if the CGBE acts as a
substitute for the original product, it may also affect the brand
and revenue negatively. It is therefore essential for firms to
assess the impact that CGBEs will have and to formulate an
appropriate response.
This paper identifies the factors that determine the severity
of the impact of CGBEs on the parent brand. Following this,
a framework is developed that allows managers to respond
appropriately to CGBEs. The decision-making process is
illustrated through a case study of the collectible card game –
Magic: the Gathering (Magic) – where five CGBEs that were
created by its players are discussed.
In addition, this paper offers managers important tools for
evaluating significant potential risks and benefits of CGBEs
for the parent brand and for selecting appropriate managerial
responses.
The paper starts with a definition of CGBEs as an extension
of existing literature on brand extensions and CGC. It
continues with the case study; a description of the Magic
brand and game and a discussion of five CGBEs created by its
players. The paper then develops a framework that enables
companies to respond appropriately to CGBEs. Finally,
implications, limitations and directions for future research are
discussed.
Firm-created vs consumer-generated brand
extensions
Aaker and Keller (1990) define brand extensions as “using a
brand name to enter a completely new product class”. This
distinguishes it from a line extension, which is a new product
in the same class as the original product. Brand extensions
leverage the existing brand equity, possibly the most valuable
asset of companies, to reduce the risk associated with
launching new products (Aaker and Keller, 1990). This
widespread corporate strategy can help companies achieve
growth, capitalize brand assets and redefine the nature and
direction of the brand (Aaker, 1990). Virgin Group illustrates
how valuable brand extensions can be. So-called spin-offs
from its original Virgin recording label include transportation
(e.g. Virgin Atlantic and Virgin Trains), wireless service
provider Virgin Mobile, retailer Virgin Megastores and dozens
more. However, poorly chosen or executed brand extensions
can create damaging associations, which can affect both the
extension and the parent brand negatively (Tauber, 1988).
Well-known examples of poorly executed and therefore
unsuccessful brand extensions are Harley Davidson’s perfume
and Heinz’s All Natural Cleaning Vinegar (Haig, 2003).
We combine the definition for brand extension in the
previous paragraph with Muñiz and Schau’s (2007) definition
of CGC (“vigilante marketing”) to propose a definition of
CGBE:
Consumer-generated brand extensions (CGBEs) are unpaid marketing
efforts in which consumers create a product related to a well-known brand,
to extend it into a different product category.
A well-known example of a CGBE comes from fans of the
brand The Grateful Dead, who have been extending the brand
for decades. “Deadheads”, as they are known, derived their
own idioms and slang from the band’s songs and began to
create and sell various unofficial branded merchandise items,
such as tie-dye T-shirts and bootlegged concert tapes
(Timmons, 2006).
To learn more about the impact that CGBEs can have on
the parent brand, it is useful to start by examining the
traditional brand extension literature. This research can
roughly be divided into two interrelated streams. The first
stream looks at how the parent brand impacts consumer
evaluations of brand extension. For example, researchers
found that a strong fit between the parent brand and the
extension is a key criterion for success (Aaker and Keller,
1990; Boush and Loken, 1991). This research is of significant
interest for managers as it informs brand extension strategies
(Milewicz and Herbig, 1994; Ambler and Styles, 1996;
Martínez and de Chernatony, 2004).
Conversely, the other body of academic literature examines
the effect of the extension on its parent brand. This stream is
more relevant for CGBEs because it is important for the
organization to understand the impact that such brand
extensions have on the parent brand. Success of a brand
extension is measured more directly by the development of
positive brand associations (Pitta and Prevel Katsanis, 1995)
because the key benefit of extensions is to provide firms with
a way to leverage brand awareness and brand image (Keller,
1993) when entering new markets (Aaker and Keller, 1990). If
chosen and executed well, extensions have a positive effect on
the brand (Ambler and Styles, 1996). In contrast, brand
extensions can also dilute the brand or affect the brand image
negatively if there is insufficient consistency between
extension and brand (Bhat and Reddy, 2001; Lane and
Jacobson, 1997; Loken and John, 1993; Martínez and de
Chernatony, 2004; Martínez and Pina, 2003), or reduce the
parent brand’s revenues and market share (Pitta and Prevel
Katsanis, 1995). The key factor in the effect that a brand
extension has on the parent brand is once again consistency or
fit (Park et al., 1991; Völckner and Sattler, 2006). In addition
to the damaging effect that brand extensions can have on
brand image, Loken and John (1993) identify another
potential risk – that the brand extension may affect the brand’s
overall revenue negatively if the extension acts as a substitute
and starts cannibalizing existing products. If this is true for
firm-created brand extensions, then it stands to reason that
brand extensions that are created by consumers could expose
the brand to similar risks since consumers are less likely to:
● be concerned with fit between the brand and the extension;
or
● worry about the impact their extension has on firm
revenue.
It is apparent from this discussion that CGBEs present
companies with significant opportunities, as well as risks. This
is not surprising; research on other forms of CGC has drawn
similar conclusions (Berthon et al., 2007; Muñiz and Schau,
2007). What is new, though, is that today consumers are
Consumer generated brand extensions
Edward Boon, Philip Grant and Jan Kietzmann
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3. engaging in more and more creative activities partially because
of the modularity of existing products, the increasing
availability of user-friendly tools that allow everyday people to
become creative (e.g. software programs, 3D printing) and to
collaborate, and the ease with which CGBEs can be diffused
online (Berthon et al., 2015; Kietzmann et al., 2014). All of
these trends point to an increasing participation of consumers
in the creation of brand extensions. Given their potential
impact on firms, both good and bad, a deeper understanding
of CGBEs is required. To understand the different types that
exist, as well as of the motivation that consumers have to
create CGBEs, we next turn to the case of Magic: the
Gathering.
Case study – Magic: The gathering
To learn more about how firms should evaluate and respond
to CGBEs, this paper presents a case study of Magic: the
Gathering. The case study research methodology was selected
to be the most appropriate method because it focuses on
understanding the dynamics of a phenomenon and lends itself
to the development of valid, testable and relevant theory
(Glaser and Strauss, 1967), allows researchers to provide
description (Kidder, 1982) and generate theory (Gersick,
1988; Harris and Sutton, 1986). Additionally, case studies can
use multiple levels of analysis within a single study (Yin,
1994). As a case study, Magic is not meant to be a
representation of the entire CGBE phenomenon but is simply
meant to illustrate theory:
Magic: The Gathering is a trading card game that has an active
and innovative community of players. Many players make up
their own game variants (formats), write blogs or create
YouTube videos or speculate actively on the prices of cards.
Magic was selected as a subject for this case study because its
highly active player base has created a variety of different types
of CGBE.
Information with regard to Magic: The Gathering, its player
community and various CGBEs that were created by players,
was collected through articles in popular media and online
sources dedicated to Magic. Based on this review, five case
studies were selected of players who created a variety of
different CGBEs to learn more about these players’
motivations and how Wizards responded to the initiatives. In
addition to information gathered from public sources (such as
websites and social media pages set up by the players), the five
players were also contacted through social media with a few
follow-up questions.
Magic: The Gathering (aka Magic) is owned by Wizards of the
Coast, a subsidiary of the toy firm Hasbro. Magic has existed
since 1993 and even with the high-tech competition of today’s
social media choices, on-demand movie selections and video
games (Kietzmann et al., 2011) has seen solid growth in its
player base. In the past five years, the game has seen an even
faster expansion and The New York Post called Magic “the new
Poker”, suggesting that it is experiencing the same
unprecedented growth that Poker had about a decade ago
(Grilli, 2014). In 2014, the Washington Post reported that
there were 20 million Magic players worldwide, resulting in a
US$200m industry (Kaplan, 2014).
Although it is difficult to determine a reason for this growth, it
is likely that the popularity of Magic-related content on
social media has played a role; there are hundreds of
weblogs, discussion forums, YouTube channels and Twitch
video-streams dedicated to Magic. Magic is played around the
world, and cards are currently being printed in 11 languages,
including English, Spanish, Russian, simplified Chinese and
Japanese. In recent years, it has also become part of popular
culture. For example, in 2014, it was featured in an episode of
the popular cartoon South Park and in the same period it was
reported that 20th Century Fox is interested in producing a
movie adaptation based on the Magic: the Gathering fantasy
universe (Kit, 2014). In June 2015, Magic: the Gathering
featured in an article in the magazine Rolling Stone, covering
the largest-ever Magic tournament and convention, which
took place in Las Vegas and simultaneously in Japan and The
Netherlands and attracted over 20,000 players (Greenwald,
2015).
Simple game mechanics resulting in a high level of
complexity
Magic: the Gathering is a card game that has been described
as a cross between chess and poker (Grilli, 2014). The game
is strategic in nature, and there are many different cards that
can be compared with chess pieces. At the same time, it has
hidden information, and the game has the same level of
face-to-face excitement that poker is known for (Kit, 2014;
Vice, 2015).
Players collect Magic cards like baseball cards bought in
sealed packs in dedicated game stores (both online and
offline), as well as at mass-market retailers, such as Wal-Mart.
Players often own thousands of cards, collected over years,
which may be worth hundreds or even thousands of US$.
These cards feature different creatures, spells, lands and
enchantments, each of which has strategic value for the
gameplay. From their inventory of cards, players build a
playing deck of 40 or 60 cards to customize their own strategy
and game experience[1]. Players may compete at home, at
small events organized by games stores and clubs and at
tournaments of various sizes that take place every weekend
throughout the world.
Although there are several different variants (or formats) of
Magic, which differ in the way players are allowed to construct
their deck, the mechanics of the game are consistent across
formats and easy to learn. Both players in a game start off at a
life total of 20, and the goal is to win the game by reducing the
opponent’s life to zero. Each player starts with seven cards in
their hand and draws an additional card per turn. Players take
turns playing cards that may, for example, damage their
opponent’s life total directly, cards that stay in play
permanently to deal damage to the opponent over consecutive
turns, that remove their opponent’s permanent cards to
prevent damage, or that allow them to draw additional cards
(Vice, 2015). The complexity of Magic stems from the high
number of cards that have become available to players over the
years. Additionally, because Wizards of the Coasts launches a
new set of cards every few months, the strategies that players
can develop through their deck building are constantly
changing. As a result, competitive players are required to stay
up-to-date with their knowledge and card collection.
Consumer generated brand extensions
Edward Boon, Philip Grant and Jan Kietzmann
Journal of Product & Brand Management
Volume 25 · Number 4 · 2016 · 337–344
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4. Because Magic cards are sold in sealed packs and all cards
go out of print at some point (on average after 1.5 years), there
is a vibrant secondary market for single cards, where prices are
determined by the rarity of the card (supply) and by how
much it is being played (demand). Prices for single cards that
are in print vary between zero and US$30, whereas popular
cards that are no longer in print can easily have a value of
US$50 or more. The highest price that has ever been paid for
a single Magic card is US$27,302, for a mint Alpha
(ϭ first-edition) Black Lotus (Kotaku, 2013).
Magic: the community
The player community is highly active and very valuable for
the Magic brand. On a local level, players may organize
tournaments, trade cards and teach new players how to build
decks and play the game. There are also various social
networks and online forums that players use to interact with
others, ranging from local Facebook pages where tournaments
are announced and where players look for cards to massive
forums and discussion boards such as Reddit and MTG
Salvation, where players discuss newly released cards and
game play strategies. There are also thousands of dedicated
Magic websites, as well as hundreds of Twitch TV and
YouTube video channels. The most popular sources of
information about Magic are articles and videos that are
created by professional or semi-professional Magic players.
These competitive players are often sponsored by companies
to promote their product and travel from tournament to
tournament to compete, while wearing the company’s attire.
The following section describes five players who created
important brand extensions. The information was obtained
through a combination of semi-structured interviews
conducted by the researchers and by reading and listening to
interviews by third parties.
Customer-generated brand extension 1: MTG custom
deck boxes by aaron cain
Magic players spend hundreds, often thousands of dollars on
cards. A single deck of 60 cards can easily be worth several
thousands of dollars. It is therefore unsurprising that these
players store their deck in a box that not only protects cards
from getting damaged but that is also visually appealing.
Aaron Cain is a casual Magic player who also has a passion
for wood-working. He initially manufactured custom-made
deck boxes for himself and friends and later decided to sell
them to order through Etsy.com and Facebook. As his reason
for making deck boxes, Cain states that he loves
wood-working, and Magic: the Gathering allows him to make
things that people want to buy (Aaron Cain, 2015).
Aaron Cain has never received an official response from
Wizards of the Coast, but several of its employees, as well as
several professional Magic players, have ordered his boxes.
Customer-generated brand extension 2: tournament
organizer demons of the alps
Demons of the Alps are two brothers who organize Magic
tournaments in Valais in Switzerland. They both returned to
Magic after a 15-year absence and discovered, much to their
surprise, that there were no tournaments organized nearby.
They organize tournaments because this allows them to be
involved in the game they enjoy playing in a way that better
suits their experience and interest. In the words of one of the
brothers: “I’m much more interested in organizing a
successful tournament than in becoming an average
tournament player myself”. The brothers intend to continue
organizing tournaments as long as these remain successful.
Success here is defined less in monetary terms, although each
tournament has broken even, and more in terms of the players’
and the organizers’ experience: fun is central.
Wizards of the Coast offers support to tournament
organizers in several ways. They will add an announcement to
the tournament finder section of the Magic: the Gathering
website. They also provide organizers with tools, such as
administrative software and scorekeeping pads, for
participating players.
Customer-generated brand extension 3: the Tiny
Leaders format
As discussed earlier, there are many different formats of the
game that vary based on the cards that are and are not allowed
in decks. There are several sanctioned formats that are played
at official tournaments, but also a high number of casual
formats that were created by players over the years.
At the end of 2014, a new format called tiny leaders gained
popularity fast because it spread through social media such as
Reddit and Facebook. The format was created by a small
group of Canadian Magic players in an effort to combine the
speed and competitiveness of one existing format with the
budget-friendliness of another. Tiny Leaders was initially only
played within this group, but after they developed official rules
and created a website, it quickly spread; it is now being played
around the world (Tiny leaders, 2014).
Wizards of the Coasts has not endorsed Tiny Leaders
officially, but, in response to a question at a gaming
convention, they stated that they support every format and
that they consider these formats in their development of new
cards.
Customer-generated brand extension 4: online magic
simulator Cockatrice
When players build decks, they often create proxies of cards so
they can test the deck’s effectiveness before having to spend
money on cards. Although most players create proxies by
writing the name of the card on a piece of paper or by making
a photo-copy, over the years, several software tools were
developed that allow players to build and test decks virtually.
Wizards of the Coast offers players to play on the internet
through its Magic Online platform, but they do so with the
same revenue model as for paper cards, which means that
buying (virtual) cards online is as expensive as buying paper
cards.
Cockatrice is an advanced open-source Magic simulator
that allows players to play against each other through a
network or on the internet. Initially, it was created for personal
use by a player who is also a programmer, but he soon made
it available for free downloading.
Wizards responded to Cockatrice by sending its creator a
cease-and-desist letter to halt its distribution. This did not
have the desired effect; although the creator is no longer the
one who distributes the program, it is still widely available and
used by thousands of players (Cockatrice, 2013).
Consumer generated brand extensions
Edward Boon, Philip Grant and Jan Kietzmann
Journal of Product & Brand Management
Volume 25 · Number 4 · 2016 · 337–344
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5. Customer-generated brand extension 5: Tolarian
community college
Tolarian Community College (TCC) is a YouTube channel
that is run by a Magic player who calls himself “The
Professor”. He creates humorous and high-quality videos that
are targeted at beginning and intermediate Magic players. The
channel focuses primarily on reviews of Magic products and
accessories (such as deck boxes and binders), introductions to
popular formats and budget decks that allow players to start
playing a new format at low investment. TCC was started in
August 2013 and in June 2016 it had 142,900 subscribers,
making it the most popular Magic-related YouTube channel
produced by an individual (rather than a firm) (Tolarian
Community College, 2016).
In May 2015, TCC launched a crowdfunding campaign
through Patreon, a website that enables fans to support artists
and content creators with small monthly donations. The
Professor’s goal was to reach US$900 per month, which
would allow him to work less and dedicate more time to
creating videos. The campaign was highly successful; in July
2015 TCC had 1,181 supporters, generating a monthly
income of US$6,015 (Patreon, 2015).
Because there are many players who create content on social
media, Wizards of the Coast is selective in the ones it supports.
However, they recently acknowledged the importance of TCC
by inviting the professor to the annual Community Cup
tournament, and gave TCC an exclusive spoiler: a card from
the new expansion that they could reveal to the community. It
is very likely that his had a major impact on the channel’s
viewership.
The impact of customer-generated brand
extensions on the parent brand
To develop a framework for firms to respond correctly to
CGBEs, as a first step, we will discuss the impact that the five
CGBEs from the case study have on the Magic: the Gathering
brand and how this affected the response by Wizards of the
Coast. The impact and responses are summarized in Table I.
Aaron Cain’s deck boxes allow players to protect their cards
and show them off to others, thereby improving their
game-play experience. Deck boxes have no direct impact on
card sales but instead may lead to increased players’ loyalty
because the product is complementary to the cards. Wizards
of the Coast works with a number of firms that are licensed to
use Wizards images and artwork on their deck boxes and
consumer-made boxes may affect these firms’ revenue. It is
therefore understandable that Wizards of the Coast does not
support Aaron Cain actively.
Tournament organizer Demons of the Alps offers players
the opportunity to play Magic more frequently. This has an
immediate impact on players’ experience, and, because
tournament prizes are typically Magic cards, it also has a
positive effect on revenue. It is therefore logical that Wizards
of the Coast supports tournament organizers with tools and
free advertising (on its website).
The Tiny Leaders format gives players another way to play
the game, therefore improving their experience. It is also quite
common for alternative formats to increase the popularity of
cards that are otherwise not seeing much play. However, it is
possible that players who focus on this new format will stop
participating in tournaments that take place in established
formats. It is therefore difficult to determine what the overall
impact of tiny leaders is on card revenue. Wizards’ official
position is that it supports any format but so far it has not
offered any specific support to tiny leaders.
The online simulator Cockatrice stands out among the
other CGBEs because it triggered a strongly negative response
from Wizards of the Coast in the form of a cease-and-desist
letter. This is understandable; although it improves players’
experience by allowing players to test decks before purchasing
cards, it is possible that Cockatrice becomes a substitute for
Magic Online and therefore has a strongly negative effect on
revenues.
Finally, TCC, like other online content creators, helps other
players to understand the game and improve their game. This
is particularly helpful for new players because Magic is a
complex game. Wizard of the Coast therefore offers support to
TTC, as well as to other channels.
It is clear from the case study that there are a number of
factors that firms need to consider with regard to CGBEs. The
case study shows that brand extensions can improve
customers’ experience with the brand or product, and this is
what makes them popular. However, CGBEs can also have an
impact on firm revenue and brand image, and may also affect
the business of partner firms (such as retailers and licensees).
The firm’s response to customer-generated
brand extensions
Based on the factors that firms need to consider when
responding to CGBEs, we developed the decision tree that is
shown in Figure 1 below. We propose that the first
consideration that firms need to make is whether the brand
extension has a negative impact on revenue. This is
particularly the case if the CGBE offers a substitute for the
original product. Wizards of the Coast reacted very strongly to
Cockatrice because it jeopardized their online revenue by
Table I Impact of CGBE created by magic players
CGBE
Impact on
Customer experience Parent firm revenue Parent firm brand image Partner firms
Aaron Cain deck boxes Positive – – Negative
Demon of the Alps tournaments Positive Positive Positive –
Tiny leaders format Positive – Positive –
Cockatrice simulator Positive Negative – Negative
TCC YouTube channel Positive – Positive –
Consumer generated brand extensions
Edward Boon, Philip Grant and Jan Kietzmann
Journal of Product & Brand Management
Volume 25 · Number 4 · 2016 · 337–344
341
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6. offering players a way to play the game for free. We further
propose that the second factor to consider is the effect that the
CGBE has on brand image because this can affect the firm
negatively as well. Finally, the firm should take into account
whether the CGBE could have any impact on the business of
partner firms such as retailers and licensees.
Based on these considerations, we suggest that there are
four stances that a firm can take to respond to CGBEs:
challenge, criticize, commend and catalyze. Each stance will
be discussed in detail in the following paragraphs.
Challenge
If a CGBE has an immediate effect on the firm’s revenue, it
needs to respond swiftly to minimize the financial damage.
This will typically be the case if the CGBE offers customers a
substitute for buying the firm’s products. Challenging does
not necessarily mean legal action; because many consumers
who create brand extensions do so out of enthusiasm for the
parent brand, it may be sufficient to just get in touch with
them and ask them to terminate their activities. However,
unless the impact is minor and short-lived, the firm must be
willing to pursue legal action if necessary.
Wizards of the Coast responded with a cease-and-desist
letter to the online simulator Cockatrice because of the impact
it had on the revenue of their online game client. They take
this kind of action rarely because Cockatrice did offer players
an improved experience (by allowing them to test new cards
and decks before investing in them) but, in this case, the
impact was significant and long-term enough to require
immediate action.
Criticize
If a CGBE has a negative impact on the brand but if the effect
is not major, the firm may be better off taking a more passive
approach. This is in particular the case if there is a poor fit
between the CGBE and the parent brand (Park et al., 1991;
Völckner and Sattler, 2006). A passive response could for
example be posting a message on the company website or on
one or more online social media.
The Magic: the Gathering caselets did not include an
example of a CGBE that required a negative/passive response.
A possible reason for this is that the players are highly involved
in the Magic brand and act as its custodians; a CGBE that
hurts the brand would therefore never become popular.
However, a fitting hypothetical example would be if a brand
extension would associate the Magic brand with Satanism.
The Magic fantasy universe includes creatures such as demons
and zombies, but Wizards of the Coast takes great efforts to
ensure that the game remains light-hearted.
Commend
If a CGBE has a positive (or at least non-negative) impact on
both revenue and brand image, the firm should respond in a
positive manner to the creator’s initiative to improve other
customers’ experience. However, there is one final
consideration that the brand needs to make: how the CGBE
affects its partner firms. If the CGBE has a negative effect on
the business of retailers, licensees and other companies that
have a formal business relationship with the brand, it is
inadvisable to jeopardize this relationship by supporting the
CGBE actively. In this case, a positive mention of the CGBE
on the brand’s website or through social media is the
appropriate response.
The best example from the case study is Aaron Cain deck
boxes; because Wizards has licensed a number of firms to
make deck boxes and other accessories for them, they should
not give Aaron Cain such support that it would hurt these
partner firms. However, by commending Aaron Cain privately
or publicly for the quality of his boxes, they make more players
aware of his products and also create an environment where
other players are encouraged to develop CGBEs.
There are two other CGBEs that garnered a positive/passive
response from Wizards of the Coast: the Tiny Leaders format
and the TCC YouTube channel. Both have a positive impact
on players’ experience and are in line with Magic’s brand
image, but they are only two of many initiatives undertaken by
players. If a brand is as popular as Magic, it is impossible for
the firm to support every initiative actively.
Catalyze
If a CGBE has a positive effect on both revenue and image and
if it does not have a negative impact on the business of other
partner firms, the firm should respond by supporting it
actively. How much support it should offer depends on the
actual and potential size of the CGBE and how well it fits
the brand. An active response could range from promoting the
CGBE on the firm website, all the way to offering the creators
a license or purchasing the CGBE to integrate it into the
brand.
Wizards of the Coast provides Demons of the Alps with the
tools to organize tournaments effectively and helps them to
attract players by promoting the tournament on their website.
In fact, there is an entire support program for tournament
organizers that offers assistance and rewards depending on the
tournament’s size. It also offers active help to individuals who
create content (such as blogs and Twitch channels) and who
are popular in the community, for example, by inviting them
to the annual “community cup” or by giving them exclusive
information on newly released cards.
Conclusion
The amount of CGC is on the rise. Passionate consumers now
create their own content and share it online through
YouTube, Facebook or other social media platforms (Berthon
et al., 2008). In this paper, we focus on consumers whose
accomplishments directly relate to existing brands. More
specifically, we discuss instances of CGBEs – unpaid
marketing efforts to develop a new product class, undertaken
by brand loyalists on behalf of the brand.
Figure 1 Decision tree for response to CGBEs
+
–
+
–
+
–
Firm
revenue
Brand
image
Partner
firms
Challenge
CriƟcize
Commend
Catalyze
Consumer generated brand extensions
Edward Boon, Philip Grant and Jan Kietzmann
Journal of Product & Brand Management
Volume 25 · Number 4 · 2016 · 337–344
342
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7. To explore the variety of CGBEs and how they influence
firms, we turned to a card trading game, Magic: the
Gathering, which has attracted a number of CGBE. We
discovered that the different types of CGBEs differ on
the basis of their financial impact on the parent firm, their fit
with the parent brand and their impact on partner firms. The
combination of these dimensions allows us to create a
decision-tree for managers who contemplate which response
to CGBEs (i.e. challenge, criticize, catalyze or commend) is
most appropriate. Managed properly, these CGBE can
improve product usage, help generate new customers and have
a positive impact on brand image, among many other positive
consequences. However, when managed poorly (or not
managed at all), CGBEs can also have a negative effect, in
particular if they are substitutes of the original product.
In addition to offering managers the tools to evaluate and
respond appropriately to CGBEs, this paper contributes to
knowledge about CGC by identifying a specific type of
consumer activity: CGBE. By providing a definition for this
new construct, by exploring it through a case study, we enable
other researchers to study this subject in greater detail.
Additionally, we contribute to the literature on brand
extensions by examining the situation where the extension is
created by consumers rather than the firm.
As with any qualitative case study approach, this study is not
without its limitations. To begin, because a case study studies
a single firm, it is dangerous to generalize its findings beyond
the specific firm or industry (Eisenhardt, 1989). We selected
Magic: the Gathering as a case study for this paper that
allowed us to examine a variety of different CGBEs.
Therefore, it served the exploratory nature of this study, even
if other firms and industries may not be as exposed to CGBEs.
A second concern with case studies is that the findings are
subject to interpretation of the researcher (Glaser and Strauss,
1967). We addressed this concern by discussing our findings
in detail, both internally and with a number of researchers not
affiliated with our study.
We hope that this paper stimulates discussion of CGBEs
and leads to further research of this increasing phenomenon.
Specifically, we encourage the academic community to
empirically examine the impact of CGBEs on the parent brand
and the mediating factors of this relationship. Additionally, it
would be valuable to explore the factors that influence how
consumers interact with the CGBE and how it affects their
relationship with the parent brand.
It should be evident from this paper that consumers are
more creative than ever before and that this creativity goes
beyond spoof ads on YouTube. Although many of these
activities are beyond the control of the firm and therefore bear
some risks, it is important to keep in mind that most CGC is
created out of enthusiasm for a brand or product. If managed
well, firms can harness this enthusiasm and creativity, and use
it to strengthen and grow the brand.
Note
1 Readers might recognize similar elements of gameplay
from their children’s collection of Pokemon cards, which
is also owned by Wizards of the Coast. Magic attracts an
adult demographic that is much more active in terms of
creating CGBEs.
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Corresponding author
Edward Boon can be contacted at: ecjboon@gmail.com
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Consumer generated brand extensions
Edward Boon, Philip Grant and Jan Kietzmann
Journal of Product & Brand Management
Volume 25 · Number 4 · 2016 · 337–344
344
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