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- Keyword
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- Advertisement; pricing; message framing; marketing (1)
- Consulting; engineering consulting (1)
- Market research; interviewing; B2B (1)
- Marketing (1)
- Multi-channel retailing; online purchase intentions; trust and attitiude transference; image congruence; analytic versus holistic thinking styles; Marketing (1)
Articles 1 - 6 of 6
Full-Text Articles in Business
The Global Engineering Consultancy Market., Andrew C. Gross
The Global Engineering Consultancy Market., Andrew C. Gross
Business Faculty Publications
The purpose of this paper is to assess and analyze the size and characteristics of the engineering consultancy market in select Western nations and worldwide. A secondary goal is two-fold: to look briefly at the training required for careers in this field and to evaluate the strategies of the participating firms. This sector has grown in the past half-century to about U.S.$550 billion revenue globally, with nearly 3 million establishments and about 500,000 employees. There are giant, multinational firms that span across regions; but the sector is still highly fragmented, and the top 10 firms have less than 15 percent …
Do Sensory Ad Appeals Influence Brand Attitude?, Sung-Joon Yoon, Ji Eun Park
Do Sensory Ad Appeals Influence Brand Attitude?, Sung-Joon Yoon, Ji Eun Park
Business Faculty Publications
This article presents two studies that investigate whether or not sensory appeal preferences in advertisements affect brand attitude. Study 1 seeks to discover empirically whether self-referencing and positive affect mediate sensory appeals to influence consumers' attitudes toward a brand, and whether such mediation effects differ across various ad formats. Study 2, a case approach, attempts to derive core sensory concepts through qualitative techniques as applied to an established specialty coffee brand. The results indicate that self-referencing and positive affect both have significant mediating effects between sensory appeal preferences and attitudes toward a coffee brand. Moreover, the finding that sensory preferences …
Transference And Congruence Effects On Purchase Intentions In Online Stores Of Multi-Channel Retailers: Initial Evidence From The U.S. And South Korea, Vishag Badrinarayanan, Enrique P. Becerra, Chun-Hyun Kim, Sreedhar Madhavaram
Transference And Congruence Effects On Purchase Intentions In Online Stores Of Multi-Channel Retailers: Initial Evidence From The U.S. And South Korea, Vishag Badrinarayanan, Enrique P. Becerra, Chun-Hyun Kim, Sreedhar Madhavaram
Business Faculty Publications
Drawing from research on retailing, online shopping behavior, and theories of cognitive psychology, we develop and test a framework that investigates purchase intentions in online stores of multi-channel retailers. The framework simultaneously examines the influence of transference of attitude and trust from the multi-channel retailer’s physical to online stores, image congruence between the multi-channel retailer’s physical and online stores, and image congruence between the multi-channel retailer’s online store and a prototypical online store. Further, recognizing that several retailers now operate as multi-channel retailers in different countries, we examine the influence of cultural differences in thought processes (i.e., holistic versus analytic …
What Type Of Framing Message Is More Appropriate With Nine-Ending Pricing?, Jungsil Choi, Kiljae Lee, Yong-Yeon Ji
What Type Of Framing Message Is More Appropriate With Nine-Ending Pricing?, Jungsil Choi, Kiljae Lee, Yong-Yeon Ji
Business Faculty Publications
While the effect of nine-ending prices on purchases has been well documented, studies that examine the impact of this pricing technique in the context of advertisements are rare. This paper examines the joint effect of the pricing technique and message frames on the advertisement efficacy. Since a nine-ending price is compatible with gain-framed messages due to its gain image, we propose that nine-ending pricing strengthens the effectiveness of gain-framed messages (versus loss-framed messages) on the overall advertisement efficacy. The results of two experiments provide support for this hypothesis.
Price Dispersion In The Airline Industry: A Conceptual Framework And Empirical Analysis, Edward D. Gailey, Ashutosh Dixit, Thomas W. Whipple, Rajshekar G. Javalgi
Price Dispersion In The Airline Industry: A Conceptual Framework And Empirical Analysis, Edward D. Gailey, Ashutosh Dixit, Thomas W. Whipple, Rajshekar G. Javalgi
Business Faculty Publications
Many businesses compete in multiple markets which can cause businesses to temper their price adjustments, affecting price dispersion. The authors propose a framework based on major characteristics of competition and market structure which influence price dispersion. The focus of this study is the U.S. airline industry analyzing data from 5,974 city pair routes. The results of this empirical analysis show that multi-market contact and the interaction of market concentration with multi-market contact have considerable effects on price dispersion. An understanding of these effects provides valuable insights for developing pricing strategies and extending the stream of research on price dispersion.
A Structural Guide To In-Depth Interviewing In Business And Industrial Marketing Research, Elad Granot, Thomas Brashear Alejandro, Paulo Cesar Motta
A Structural Guide To In-Depth Interviewing In Business And Industrial Marketing Research, Elad Granot, Thomas Brashear Alejandro, Paulo Cesar Motta
Business Faculty Publications
Purpose – The authors aim to present a structural guide for data collection in a participant-oriented, B2B context. Design/methodology/approach – A three-stage interview process following the work of Seidman is presented, along with key issues on how to plan, structure, and execute a B2B interview-based hermenuetic ethnographic study. Research limitations/implications – The framework presented in this paper provides strong theoretical foundation for further theory development in global industrial marketing research and managerial cognition research. However, given the conceptual nature of the research, empirical scrutiny and further conceptual and empirical research are required. Originality/value – There is a serious gap in …