Knowledge management driven leadership, culture and innovation success – an integrative model

Purpose - This article examines the relation between knowledge management (KM) driven leadership, culture and innovation success of knowledge-intensive small and medium sized companies. By building on the previously reported research on leadership, culture, innovation , and knowledge management, we synergistically integrate d KM-driven leadership and innovation success while exploring the meditational role of culture in that. Design/methodology/approach - A conceptual model comprising three constructs was developed, namely KM-driven leadership, culture and innovation-based success of the company. To examine the conceptual model , quantitative research was conducted among selected companies from the SMEs offering knowledge-intensive business services. The companies were contacted by telephone and interviews were carried out with 111 key informants. The data was later analysed with exploratory and confirmatory statistical methods. We applied structural equation modelling techniques (SEM) with M plus 7.2 software package to investigate the effects of KM-driven leadership on culture, and consequently its effect on innovation-based success of the company. To investigate the meditational role of culture between KM-driven leadership and innovation-based success of the company a post-hoc analysis was undertaken. Originality/value - On the basis of the previous studies analysis, the following research gap has been identified. How does leadership based on knowledge management influences the innovation success of companies and what is the role of culture in this relation? By answering this question, the study contributes to the building of literature on the above topic twofold. First, it analyses the influence of KM-driven leadership in the creation of organizational culture, which in turn contributes to the innovation success of the company. Second, this research pioneers in that it explores the meditational role of culture among KM-driven leadership and innovation success. The results of the mediation analysis confirm that culture fully mediates the relationship of KM-driven leadership with innovation success . Practical implications - The paper proves the relation between KM-oriented leadership, culture and innovation-based success of the company. The analysis of the conceptual model confirms that culture mediates the relationship of leadership with innovation success. It highly contributes to the understanding of these phenomena in the context of small and medium-sized companies offering knowledge-intensive business services - still a topic at its early stage of research. The study also shows that KM-oriented leadership is a very important factor helping in the achievement of innovation success by companies. The relationships examined indicate the potential areas on which SME managers and executives should concentrate to achieve better innovation results

Effects of Store Brand Perceived Risk on Buyers’ Behavior – Four Decades of Research Overview

Celem artykułu jest prezentacja pojęcia postrzeganego przez konsumentów ryzyka związanego z markami własnymi oraz przegląd najważniejszych badań nad tym konstruktem, prowadzonych na przestrzeni ostatnich 40 lat. Realizacja tak postawionego celu wymagała przeprowadzenia wyczerpujących studiów literatury na ten temat. Wyjaśniono szereg aspektów pojęcia postrzeganego ryzyka oraz przedstawiono główne efekty oddziaływania postrzeganego ryzyka związanego z markami własnymi na zachowania nabywców. Artykuł dostarcza menedżerom marki wiedzy na temat głównych kierunków ich działań odnoszących się do zarządzania asortymentem marek własnych. The majority of undertaken research on the influence of store brand perceived risk on the consumers’ behavior concerned mainly producer’s brands. Albeit, the research advances in the last four decades on store brand perceived risk, research and literature gaps still remain. This article aims to review what we know about examining and measuring perceived risk of store-branded products. The article is organized as follows. First, some aspects of the risk constructs are emphasized, such as how it is defined and used in consumer and marketing research. Second, major effects of store brand perceived risk are introduced and next, the conclusion and highlighted implications are indicated

The impact of brand communication on brand equity through Facebook

Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing, and mobile network providers. We applied structural equation modeling techniques (SEM) to investigate the effects of social media brand communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings: The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas, user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value: This article is pioneering in that it exposes the effects of two different types of social media brand communication (i.e., firm-created and user-generated social media communication) on consumer-based brand equity metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever consumer-based brand equity metrics

A scale to measure consumer’s engagement with social media brand-related content

The purpose of this study is to fill the gap in the literature concerning to the measurement of consumer’s engagement with social media brand-related content (hereafter, CESBC). We introduce empirical evidence for the development and measurement of CESBC scale. The scale is based on the consumer's online brand-related framework and comprises three dimensions: consumption, contribution, and creation. We used qualitative techniques to prepare an initial list of items and tested and validated the CESBC scale with confirmatory factor analysis (CFA). Results (n = 2252) confirmed the three-factor structure of the CESBC and indicated its good psychometric properties

Implementing the consumer-based brand equity scale for beer brands - a Tyskie and Żywiec case study

The concept and management of brand equity is of great importance to scholars and managers. In this article, brand equity is approached from the consumers’ point of view i.e., consumer-based brand equity (CBBE) in the context of two beer brands offered in Poland – Tyskie and Żywiec. The objective of this article is to demonstrate how managers can implement the CBBE scale as an audit and monitoring instrument to their brands. A sample of 311 respondents was analyzed to generate scores for brand awareness, brand associations, perceived quality, and brand loyalty. Additionally, scores for overall brand equity were also generate. The results demonstrated that the scores of brand awareness for Żywiec was higher than Tyskie, however, Tyskie scored higher for brand associations, perceived quality, and brand loyalty. The brand Tyskie also achieved better overall brand equity scores than Żywiec

Pomiar kapitału marek własnych detalistów

The aim of this paper is to present the concept of store brand equity (also known as private label brand equity), selected methods of its measurement, potential practical implications and directions for future research on this topic. There is a number of articles focused on brand equity referring to the manufacturer's brands, and yet there are not numerous papers related to brand equity of the store brands. Findings provide key directions to store brand managers regarding how to determine, approach and leverage the equity of their store brands

The influence of Polish consumers’ online brand-related activity on brand equity

Media społecznościowe zmieniły charakter komunikacji oraz współpracy między konsumentami. Menedżerowie są świadomi znacznego potencjału tych mediów w obszarze kontaktu z nabywcami, jednak badania na temat wpływu konsumentów na komunikację związaną z markami wciąż dopiero się rozwijają. Chociaż badacze dowodzą, że komunikacja z wykorzystaniem mediów społecznościowych wpływa na postrzeganie marek i ich kapitału przez konsumentów1, kilka pytań dotyczących związków zachodzących między konsumentami i markami w tym środowisku pozostaje nadal bez odpowiedzi. Niniejszy artykuł jest próbą wypełnienia luki badawczej w zakresie wspomnianych kwestii, a w szczególności koncentruje się na wpływie treści dotyczących marek funkcjonujących w mediach społecznościowych na konsumencką percepcję kapitału marki. W celu zbadania wpływu działań konsumentów dotyczących marek w mediach społecznościowych (consumer's online brand-related activities, COBRA) na kapitał marki bazujący na konsumencie2 (consumer-based brand equity, CBBE) zastosowano metodę modelowania strukturalnego3. Wykorzystując opracowany model koncepcyjny, potwierdzono, że zaangażowanie konsumentów dotyczące marek w mediach społecznościowych pozytywnie oddziałuje na postrzeganie kapitału tych marek. Opracowanie otwiera przegląd literatury dotyczącej COBRA oraz CBBE, następnie przedstawiono kolejno hipotezy badawcze, model koncepcyjny, metodykę badania oraz wyniki i wnioski. W podsumowaniu przedyskutowano otrzymane wyniki i wskazano istniejące implikacje menedżerskie. The ways consumers communicate, collaborate and connect with others have been altered by social media. As a result, researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. The authors aimed to understand more on the impact of the consumption, contribution, and creation of brand-related content on consumer's perception of brand equity. To uncover the research gap the authors investigated 766 social media users in order to observe the effects of consumer's online brand-related activities (COBRA) on consumer's based brand equity (CBBE) by using a standardized online survey throughout Poland. To test the conceptual model, there were 203 brands from various branches analyzed. When analyzing the data, the structural equation modeling technique was applied. The results of the empirical studies showed that that consumer's engagement with consumption, contribution, and creation of brand-related activities positively influence their perceptions of brand equity

Typologia aktywności online konsumenta w zakresie marki

Web 2.0 daje konsumentom nieograniczone możliwości wchodzenia w interakcje, wypowiadania się, udostępniania oraz kreowania treści dotyczących produktów i marek. Tego typu aktywność konsumentów, która ma miejsce w Internecie (tzw. COBRA), stanowi wielką wartość dla firm. Niniejszy artykuł stanowi pierwszą próbę przedstawienia pełnej klasyfikacji tego typu zachowań w trzech głównych kategoriach (konsumpcji, kontrybucji i kreacji), a więc daje początek wyczerpującej typologii COBRA. W celu odkrycia tych aktywności, wykorzystano trzy metody badań jakościowych (fora internetowe z udziałem ich użytkowników reprezentujących konsumpcyjny oraz kreacyjny typ COBRA, pogłębione wywiady indywidualne z konsumentami oraz netnografię). Autorzy dają w ten sposób menedżerom wgląd w zachowania konsumentów online dotyczące produktów i marek. W artykule przedstawiono także ograniczenia oraz wskazówki dla dalszych badań. The Web 2.0 provides unlimited means for consumers to interact, express, share, and create content about products and brands. Such consumers’ online brand-related activities (COBRAs) are of great value to companies. This article makes a first effort to fully classify such activities in three main categories (i.e. consumption, contribution, and creation), therefore originating an extensive typology of COBRAs. To uncover all the potential COBRAs on Internet, three distinguished qualitative research methods were used (bulletin boards with people that consume and create online brand-related content, online depth interviews with consumers, and netnography). The authors provide practitioners with insights into consumer behavior about products and brands on Internet. Research limitations and guidelines for further research are also included in this article

Determinanty zakupu marek własnych sieci handlowych przez polskich konsumentów

Celem przeprowadzonego badania było zbadanie wpływu postrzeganego ryzyka funkcjonalnego oraz finansowego związanego z zakupem marek własnych, a także względnego poziomu cen marek własnych i postrzeganych korzyści związanych z markami własnymi na zamiar zakupu marek własnych wśród polskich konsumentów. Zastosowano technikę wywiadu realizowanego za pośrednictwem Internetu (CAWI), a analizy przeprowadzono z wykorzystaniem modelowania strukturalnego (SEM) przy pomocy oprogramowania M Plus. Stwierdzono, że zamiar zakupu ma - rek własnych jest bezpośrednio uzależniony od postrzeganego przez konsumentów ryzyka funkcjonalnego oraz finansowego związanego z markami własnymi. Istnieje także bezpośredni wpływ względnego poziomu cen oraz postrzeganych korzyści związanych z markami własnymi na zamiar ich zakupu. Otrzymane wyniki mogą zostać wykorzystane w praktyce menadżerów marek własnych sieci handlowych oraz wzbogacają literaturę naukową na temat zarządzania markami własnymi. Artykuł ma charakter badawczy

Wpływ postrzeganego ryzyka oraz czynników wizerunkowych na zamiar zakupu marek własnych sieci handlowych

The aim of this study was to analyze the impact of store image, perceived risk, and the store brand price-image on store brand purchase intention. We replicated the conceptual model proposed by M.F. Diallo using CAWI technique. We analyzed the results using structural equation model (SEM) with AMOS software package. Our results show that the store brand purchase intention is directly dependent on consumers' perceived risk toward store brands and on store brand price image. We also found a direct effect of store image perception and store brand price-image on the consumers' perceived risk toward store brands. Considering the dynamic changes taking place in the private label market, the presented findings of this study are highly valid and should be useful in the practice of retail businesses