68,648 research outputs found
Quality modeling in electronic healthcare: a study of mHealth Service
Information and communication technologies (ICTs) have the potential to radically transform health services in developing countries. Among various ICT driven health platforms, mobile health is the most promising one because of its widespread penetration and cost effective services. This paper aims to examine Quality Modeling in Electronic Healthcare by using PLS based SEM
Building brands through experiential events: when entertainment meets education
Experiential marketing is increasingly getting companies’ attention as a strategy to interact with consumers and engage them to better convey their brand image and positioning. However, its effects are still unclear both at the aggregate and at the individual levels. This paper addresses this topic and presents a field experiment investigating the effects of experiential marketing on brand image in retailing. Two similar consumer electronics stores with different strategies – traditional vs. experiential – constitutes the setting in which a field experiment has been run. Two similar samples of consumers took part in our study by visiting one of these two stores, and answering a questionnaire before and after the visit with the primary goal to investigate the brand image and its changes due to the shopping visit. Brand image was measured as the overall brand attitude – via four items – and five specific desired brand claims that the company wanted to convey to consumers. Findings show that engaged consumers through the multisensory and interactive event arranged in the experiential store register higher levels of both brand attitude and all brand claims than those visiting the traditional store, and that the increase in both the dependent variables after the visit of the experiential store is higher than the increase in the traditional store. Thus, experiential stores are not only able to entertain consumers, but they are also able to educate them, by conveying them a set of brand claims more effectively than the traditional stor
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Applying marketing’s new dominant logic for interpreting customer experiences with brands
The concept of customer experience is evolving to an imperative area of study within the marketing discipline. Despite its importance and the positive attention this concept is receiving in the literature, the explanation of customer experiences remains vague and a thorough theoretical foundation is lacking. This paper addresses the gap in the literature and to facilitate a brand-management understanding of the concept of customer experience and its antecedents and consequences. The paper examines the impact of customer experience on brand loyalty via a comprehensive review of existing literature on the concept of customer experience and service brand literatures. Additionally, twelve propositions describe and explain the antecedents of customer experience and impacts upon brand loyalty within a service-centered marketing logic. This paper contributes a novel customer-brand experience perspective and conceptual tools relevant for further theory development and for effectively managing customer-brand relationships
Evaluating whether a change in organisational structure would improve its competitive advantage
The purpose of this research is to study and analyse the internal and external structure of Ultimate Clean ltd, where I do work. We have put concentration on background of the company in the starting. This information is followed by aim and scope of research, which shows that what is the research question and what is scope of our research. After that Literature review is elaborated under five main subheadings. These subheading gives us deep information about the literature of organisation structure, competitive advantage. After that, Organisational context with internal and external analyse of the company is given which highlight the strengths, weaknesses, threats and opportunities of the company. Some external factors like political, economic, social and legal, are also discussed in this report. Then some information is given for method of research that why we use it, where and when it is used. Some limitations are also discussed in this report of method. After this, result section comes. In this section, we discussed deeply about the answers of customers, employees and employer. We prepare a discussion of the result and conclude it wisely. In the end, some recommendations are also given to improve organisational structure of Ultimate Clean ltd. We suggest a new structure for the organisation to develop within company to have a good competitive advantage in market place. A big list of references is also given in the end of this report
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Linking experience realms and experiential service brand loyalty: Determinants and outcomes for future operationalization
The concept of ‗Customer Experience‘ has evolved as an imperative area of study within the marketing discipline. Despite its importance and the positive attention this concept received during the last few years, the explanation of customer experiences have remained vague and lack a thorough theoretical foundation. This paper aims to address the gap in the literature and to facilitate better understanding of the concept of customer experience and its antecedents and consequences from the consumer perspective. The paper examines the impact of customer experience on brand loyalty via a comprehensive review of existing literature on the concept of customer experience and service brand literatures. Additionally, twelve hypotheses, which describe and explain the antecedents of customer experience and impacts upon brand loyalty within the service sector, are presented. The outcome of this paper adds novel perspective to the growing body of brand literature, particularly service brand and suggests directions for future research
WHEN DOES NEGATIVE BRAND PUBLICITY HURT? The Moderating Influence of Analytic Versus Holistic Thinking
Negative publicity can diminish positive consumer perceptions of a brand. We explore the impact of processing style on mitigating the effects of negative publicity. We hypothesize that holistic thinkers are less susceptible to negative publicity information than are analytic thinkers. Holistic thinkers are more likely to consider external context-based explanations for the negative publicity, resulting in little or no revision of beliefs about the parent brand. Analytic thinkers, in contrast, are less likely to consider contextual factors, attributing negative information to the parent brand and updating their brand beliefs accordingly. Across three studies, we find support for our predictions.Brand publicity, holistic thinking
Post-place branding as nomadic experiencing
This paper introduces post-place branding in the
context of the post-representationalist turn in marketing
research by drawing on Deleuze and Guattari’s (A thousand
plateaus: capitalism and schizophrenia, University of
Minnesota Press, Minneapolis, 1987) theory of nomadology.
By engaging critically with fundamental concepts in
the place and destination branding literature, post-place
branding offers an alternative perspective to entrenched
definitions of subjectivity, place, and event experiencing,
by effecting a paradigmatic shift from processing monad to
nomad, from event as symbolic structure to micro-events,
from pre-constituted place to spacing in the process of deand
reterritorializations. Post-place branding is illustrated
by re-imagining the brand architectural components of the
experiential events of 70,000 Tons of Metal and The Boiler
Room. The analysis culminates in a metaphorical modeling
exercise that draws nomadological guidelines for brandcomms’
message strategy
Toward a New Definition of Pro Bono
Every day, nonprofit groups around the country are meeting a wide variety of community needs, often with volunteer and corporate philanthropic assistance. Yet while these organizations are doing important and innovative work, they often cannot take their ideas to scale, in part because they lack the professional skills needed to operate as efficiently as possible, or to successfully plan for their growth. To help rectify this situation, The President's Council on Service and Civic Participation, together with several key private and government partners, convened The Summit on Corporate Volunteerism in February 2008. Toward a New Definition of Probono, produced out of this summit, makes the case for utilizing probono volunteer services
Higher education stimulating creative enterprise
This report summarises the research undertaken by the Business & Community School at the University for the Creative Arts (UCA), analysing ways that higher ediucation (HEIs) can support, and indeed stimulate, the creative economy. The research, in collaboration with the Arts University College Bournemouth (AUCB) and the University of Winchester, serves as a mere snapshot of the numerous ways that Universities engage with the diverse industries under the 'creative' nomenclature and of the very real and poistive ways that the higher education sector contributes to the growth of the creative economy in thhe UK
Exploring the commercial value of social networks: enhancing consumers’ brand experience through Facebook pages
Purpose – The purpose of this paper is to understand the factors which impact upon the consumers’
willingness to utilise company Facebook pages and e-word-of mouth by proposing and testing
a conceptual framework which is inspired by theories in marketing and information systems fields.
The authors believe that only by applying both theories will provide a more complete understanding
of the relationship between brand experience and Facebook. The research model attempts to illustrate
the factors according to customers’ intrinsic and extrinsic motivations and their impact on brand
experience, brand Facebook page loyalty and e-word-of-mouth (E-WOM).
Design/methodology/approach – The authors adopted an online survey method for data collection.
The subjects the authors used were Facebook users. The data were collected in Taiwan over spring 2011.
The authors then used the structural equation model to analyse the data collected.
Findings – The findings suggest that users are influenced by the technical characterises of a brand
Facebook page, such as ease of use and usefulness, which might be combated by attempting to reduce
customer effort when accessing Facebook pages. The authors conclude that customer effort influenced
brand experience and consequently loyalty to brand Facebook pages and E-WOM.
Research limitations/implications – The limitations of this study relate to the investigation of
consumer perspectives in a specific geographical context and time frame.
Originality/value – The study’s contributions are both theoretical and practical, as it offers new
insights into brand experience attitudes in an online environment and useful insights to companies
willing to market themselves on Facebook.
Keywords Marketing, Facebook, Virtual community, Extrinsic motivations, Intrinsic motivations
Paper type Research pape
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