The Role of Corporate Image and Extension Similarity in Service Brand Extensions

In this article we examine the role of corporate image in extending service brands to new and traditional markets in the telecommunications sector. With regards to corporate image, service brand extensions are primarily associated with innovation-related attributes, such as order of entry (i.e., pioneers versus followers). Increasingly, firms are extending their services to markets that are beyond the markets that they traditionally have been active in. The results of an experimental study show that consumers evaluate service extensions by providers with an innovative late mover image more favourably that service extensions by companies with a pioneer image in terms of perceived corporate credibility and expected service quality. With regards to these evaluation criteria, it was also found that consumers prefer service brand extensions to related rather than unrelated markets. In addition we find that the relative distance between service providers with an innovative late mover image and pioneers is larger in related markets.marketing ;

The role of corporate image and extension similarity in service brand extensions.

Tevens verschenen als: Research Memorandum / METEOR, Universiteit Maastricht. - (RM00035)

Viral Marketing: Identifying Likely Adopters Via Consumer Networks

We investigate the hypothesis: those consumers who have communicated with a customer of a particular service have increased likelihood of adopting the service. We survey the diverse literature on such "viral marketing," providing a categorization of the specific research questions asked, the data analyzed, and the statistical methods used. We highlight a striking gap in the literature: no prior study has had both of the two key types of data necessary to provide direct support for the hypothesis: data on communications between consumers, and data on product adoption. We suggest a type of service for which both types of data are available telecommunications services. Then, for a particular telecommunication service, we show support for the hypothesis. Specifically, we show three main results. 1) there is such a "viral" effect and it is statistically significant, resulting in take rates 3-5 times greater than a baseline group; 2) attributes constructed from the consumer network can improve models for ranking of targeted customers by likelihood of adoption, and 3) observing the network allows the firm to target new customers that would have fallen through the cracks, because they would not have been identified based solely on the traditional set of attributes used for marketing by the firm. We close with a discussion of challenges and opportunities for research in this area. For example, can one determine whether the reason for the viral effect is customer advocacy (e.g., via "word of mouth") versus network-identified homophily?Information Systems Working Papers Serie

What do broadband consumers want? Design and execution of a questionnaire on demand for bundled services on the Portuguese telecomunications market

The report addresses the question of what are the preferences of broadband consumers on the Portuguese telecommunication market. A triple play bundle is being investigated. The discrete choice analysis, adopted in the study, base on 110 responses, mainly from NOVA students. The data for the analysis was collected via manually designed on-line survey. The results show that the price attribute is relatively the most important one while the television attribute is being overlooked in the decision making process. Main effects examined in the research are robust. In addition, "extras" components are being tested in terms of users' preferences

Factors affecting consumer's attitudes toward mobile marketing

This study aims to investigate the "factors affecting Saudi consumer's attitudes toward acceptance of the mobile marketing". The researcher tries to develop and test a model to achieve the dissertation's objectives. The study focuses on four independent variables to achieve the objective of this study which are: Customer satisfaction for the content of the advertising message, Customer trust for the content of the advertising message, the Value  and the utility of the offers that are  provided by the advertising message,  brand of the products that are offered by the  advertising message.  Data were collected from a convenience sample using a questionnaire. The data are analyzed using several statistical techniques to test the stated hypotheses. Multiple regression analysis is used to find the effect of the independent variables on the dependent variable. The result confirm that all the independent variables had a significant effect on Saudi consumer's attitudes toward acceptance mobile marketing. Recommendations for future research, marketing implications, and limitations of this study are proposed. Key words: mobile marketing, customer attitudes, SMS

Influence of Price, Product Quality, Brand Image and Promotion Activities on Choice of Mobile Phone Network: a Case of Embu Town, Kenya

The purpose of this study was to assess the factors influencing the choice of mobile phone network in Kenya. A descriptive survey method was used in this study. A sample size of 120 was obtained using a random sampling which represented 10% of the population. Data was collected through administering of questionnaire and data analysis was done using Statistical package for social scientist software. The research found out that product quality and availability, product promotions, brand image and also price are key factors that influence choice of mobile phone network. This study is expected to be of great importance to the residents and the network providers by improving the factors that influence the choice of mobile phone network for healthy market competition. Key Words: Price; Product Quality; Brand Image; Promotion Activities; Mobile Phone Networ

The effect of brand image, perceived quality and brand experience on customer loyalty: an empirical investigation in the telecommunication industry in Vietnam

This paper analyses the effect of brand image, perceived quality, perceived uniqueness on loyalty of customers in the mobile telecom industry. The data for this study were gathered through face-to-face questionnaires that were distributed to target participants, who reported their consumption experience with mobile telecom services. The survey was conducted in Hanoi and Ho Chi Minh city with the sampling of 453 respondents. We used the Structured Equation Model to evaluate the suitability of the framework and examine the hypotheses. The results reveal that brand equity impacts directly customer satisfaction and has indirect effect on loyalty via customer satisfaction

Viral Marketing: Identifying Likely Adopters Via Consumer Networks

We investigate the hypothesis: those consumers who have communicated with a customer of a particular service have increased likelihood of adopting the service. We survey the diverse literature on such "viral marketing," providing a categorization of the specific research questions asked, the data analyzed, and the statistical methods used. We highlight a striking gap in the literature: no prior study has had both of the two key types of data necessary to provide direct support for the hypothesis: data on communications between consumers, and data on product adoption. We suggest a type of service for which both types of data are available telecommunications services. Then, for a particular telecommunication service, we show support for the hypothesis. Specifically, we show three main results. 1) there is such a "viral" effect and it is statistically significant, resulting in take rates 3-5 times greater than a baseline group; 2) attributes constructed from the consumer network can improve models for ranking of targeted customers by likelihood of adoption, and 3) observing the network allows the firm to target new customers that would have fallen through the cracks, because they would not have been identified based solely on the traditional set of attributes used for marketing by the firm. We close with a discussion of challenges and opportunities for research in this area. For example, can one determine whether the reason for the viral effect is customer advocacy (e.g., via "word of mouth") versus network-identified homophily?Information Systems Working Papers Serie

Relationship between Brand Personality and Management of Economics in Iraq

Through current research is intended disclosure to investigate the relationship and influence between the Brand Personality through the supply chain process. The research problem is identified in key question, Do brand personality play a role in arousing or creating a state of supply chain process with the customer, where consisted of two basic questions. But in order to confirm the hypothesis president underwent multiple tests to ensure their validity. The research use questionnaire to collect data. The data was analyzed using a variety of statistical methods and extracted results using statistical program SPSS v.20. The main conclusions of research is the responses of the research sample varied to the variable of brand sincerity by the sense of joy when dealing with that brand in addition to the benefit of its use. The key recommendations is marketing managers should take an interest in the idea of brand personality because it helps to differentiate the mark by developing the consumer's emotional aspects