Sales force impact on B-to-B brand equity: Conceptual framework and empirical test

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Effect of AI-disclosed brand voice on brand authenticity and attitude

Kirkby, A., Baumgarth, C., & Henseler, J. (2023). To disclose or not disclose, is no longer the question: Effect of AI-disclosed brand voice on brand authenticity and attitude. Journal of Product and Brand Management. https://doi.org/10.1108/JPBM-02-2022-3864---This work was supported by the Berliner ChancengleichheitsProgramm (BCP); and the Institut für Angewandte Forschung Berlin (IFAF). Funding information: Jörg Henseler gratefully acknowledges financial support from FCT Fundação para a Ciência e a Tecnologia (Portugal) and national support through a research grant from the Research Centre for Information Management – MagIC/NOVA IMS (UIDB/04152/2020)Purpose This paper aims to explore consumer perception of “brand voice” authenticity, brand authenticity and brand attitude when the source of text is disclosed as either artificial intelligence (AI)-generated or human-written. Design/methodology/approach A 3 × 3 experimental design using Adidas marketing texts disclosed as either “AI” or “human”, or not disclosed was applied to data gathered online from 624 English-speaking students. Findings Text disclosed as AI-generated is not perceived as less authentic than that disclosed as human-written. No negative effect on brand voice authenticity and brand attitude results if an AI-source is disclosed. Practical implications Findings offer brand managers the potential for cost and time savings but emphasise the strong effect of AI technology on perceived brand authenticity and brand attitude. Originality/value Results show that brands can afford to be transparent in disclosing the use of AI to support brand voice as communicated in product description or specification or in chatbot text.publishersversionepub_ahead_of_prin

How classical and entrepreneurial brand management increases the performance of internationalising SMEs?

Research is limited on how accumulated international experience and decision-making style propel internationalising SMEs toward brand orientation. Our study builds a model of the process on classical and entrepreneurial brand management principles plus the firm's applied experience and decision-making logics. An online survey of 235 internationalising SMEs found that adopted decision-making logic mediated the relationship between cumulative international experience and international brand orientation. We conclude that managers and planners must select the most appropriate approach to international brand management permitted by available international firm-specific experience if they are to achieve strong international brand orientation and superior financial performance.© 2022 The Author(s). Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).fi=vertaisarvioitu|en=peerReviewed

Replication Research in Marketing Revisited: A Note on a Disturbing Trend

Over the past decade, researchers have expressed concerns over what seemed to be a paucity of replications. In line with this, editorial policies of some leading marketing journals have been modified to encourage more replications. We conducted an extension of a 1994 study to see whether these efforts have had an effect. In fact, the replication rate has fallen to 1.2 percent, a decrease in the rate by 50%. As things now stand, practitioners should be skeptical about using the results published in marketing journals as hardly any of them have been successfully replicated. Teachers are advised to ignore the findings until they have been replicated, and researchers should put little stock in the outcomes of one-shot studies

orientation and market orientation – from alternatives to synergy

This paper explores the interaction between brand orientation and market orientation. Brand orientation is an inside-out, identity-driven approach that sees brands as a hub for an organization and its strategy. Similarly, market orientation is an outside-in, image-driven approach. Initially, brand orientation and market orientation appear to be two different strategic options. Though synergistic combinations are also possible, they are not explored in previous theories, nor labeled as part of branding practice and philosophy. A new type of orientation, a hybrid between brand and marketing orientation, is among the key findings of this study. The paper articulates typical trajectories for evolving the orientation and aspires to move the discussion from the tug-of-war between the two paradigms by developing a more dynamic view. The study paves the way for better understanding, operationalization and evaluation of alternative approaches to marketing