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Articles 1 - 20 of 20
Full-Text Articles in Business
More Voices Persuade: The Attentional Benefits Of Voice Numerosity, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay
More Voices Persuade: The Attentional Benefits Of Voice Numerosity, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay
Research Collection Lee Kong Chian School Of Business
The authors posit that in an initial exposure to a broadcast video, hearing different voices narrate (in succession) a persuasive message encourages consumers’ attention and processing of the message, thereby facilitating persuasion; this is referred to as “the voice numerosity effect.” Across four studies (plus validation and replication studies)—including two large-scale, real-world datasets (with more than 11,000 crowdfunding videos and over 3.6 million customer transactions, and more than 1,600 video ads) and two controlled experiments (with over 1,800 participants)—the results provide support for the hypothesized effect. The effect (1) has consequential, economic implications in a real-world marketplace, (2) is more …
Social Acceptance Vital To Success Of Novel Food Technologies, Mark Chong, Mark Chong
Social Acceptance Vital To Success Of Novel Food Technologies, Mark Chong, Mark Chong
Research Collection Lee Kong Chian School Of Business
In a joint commentary, SMU Associate Professor of Communication Management (Practice) Mark Chong and Andrew Powell , CEO of Asia BioBusiness Pte Ltd, discussed how social acceptance is vital to the success of novel food technologies. They also explained how companies should be guided by the science of risk perception and behavioural science, and why a risk communication and engagement strategy is an essential component of risk management.
Does Disclosure Of Advertising Spending Help Investors And Analysts?, Sungkyun Moon, Kapil R. Tuli, Anirban Mukherjee
Does Disclosure Of Advertising Spending Help Investors And Analysts?, Sungkyun Moon, Kapil R. Tuli, Anirban Mukherjee
Research Collection Lee Kong Chian School Of Business
Publicly listed firms have the discretion to disclose (or not) advertising spending in their annual (10-K) reports. The disclosure of advertising spending can provide valuable information because advertising is a leading indicator of future performance. However, estimates of advertising spending are available from data providers, arguably mitigating the need for its formal disclosure. This study argues that firms’ disclosure of advertising spending provides more complete and public information and therefore lowers investor uncertainty about future firm performance (idiosyncratic risk). Empirical analyses show this effect is largely driven by the negative effect of disclosure of advertising spending on analyst uncertainty. Consistent …
Ethical Branding In A Divided World: How Political Orientation Motivates Reactions To Marketplace Transgressions, Thomas Allard, Brent Mcferran
Ethical Branding In A Divided World: How Political Orientation Motivates Reactions To Marketplace Transgressions, Thomas Allard, Brent Mcferran
Research Collection Lee Kong Chian School Of Business
In today's marketplace, users (e.g., purchasers, influencers) are increasingly the “face” of brands to potential consumers, increasing the risk for brands should these users act poorly. Across seven studies, we document that political orientation moderates the desire for punishment toward users of ethical (vs. conventional) brands who commit moral transgressions. In response to identical marketplace transgressions, we observe that liberals punish ethical brand users less than conventional brand users. In contrast, conservatives punish the same users of ethical brands more than conventional brand users. We document that this bias stems from how people interpret the inconsistency between the ethical branding …
Negative Reviews, Positive Impact: Consumer Empathetic Responding To Unfair Word Of Mouth, Thomas Allard, Lea H. Dunn, Katherine White
Negative Reviews, Positive Impact: Consumer Empathetic Responding To Unfair Word Of Mouth, Thomas Allard, Lea H. Dunn, Katherine White
Research Collection Lee Kong Chian School Of Business
This research documents how negative reviews, when perceived as unfair, can activate feelings of empathy toward firms that have been wronged. Six studies and four supplemental experiments provide converging evidence that this experienced empathy for the firm motivates supportive consumer responses such as paying higher purchase prices and reporting increased patronage intentions. Importantly, this research highlights factors that can increase or decrease empathy toward a firm. For instance, adopting the reviewer's perspective when evaluating an unfair negative review can reduce positive consumer responses to a firm, whereas conditions that enhance the ability to experience empathy-such as when reviews are highly …
What Happens Online Stays Online? Segment-Specific Online And Offline Effects Of Banner Advertisements, Lara Lobschat, Ernst C. Osinga, Werner J. Reinartz
What Happens Online Stays Online? Segment-Specific Online And Offline Effects Of Banner Advertisements, Lara Lobschat, Ernst C. Osinga, Werner J. Reinartz
Research Collection Lee Kong Chian School Of Business
Many firms allocate increasing parts of their advertising budgets to banner advertising. Yet, for firms that predominantly sell offline, existing research provides little guidance on online advertising decisions. In this study, the authors analyze the impact of banner advertising on consumers' online and offline behavior across multiple distinct campaigns for one focal firm, which predominantly sells through the offline channel. Results suggest that banner and TV advertising increase website visit incidence for consumers who had not visited the focal firm's website in the previous four weeks (non-recent online consumers). For these consumers, banner and TV advertisements indirectly increase offline sales …
Ad Revenue Optimization In Live Broadcasting, Dana G. Popescu, Pascale Crama
Ad Revenue Optimization In Live Broadcasting, Dana G. Popescu, Pascale Crama
Research Collection Lee Kong Chian School Of Business
In live broadcasting, the break lengths available for commercials are not always fixed and known in advance (e.g., strategic and injury time-outs are of variable duration in live sports transmissions). Broadcasters actively manage their advertising revenue by jointly optimizing sales and scheduling policies. We characterize the optimal dynamic schedule in a simplified setting that incorporates stochastic break durations and advertisement lengths of 15 and 30 seconds. The optimal policy is a "greedy" look-ahead rule that accounts for the remaining number of breaks; in this setting, there is no value to perfect information at the scheduling stage, and hence knowing the …
Are Primetime Diets Congruent With Dietary Recommendations? Content Analyses Of Food Advertisements In The United States, China, And Singapore, Su Lin Yeo, Wonsun Shin, May O. Lwin, Jerome Williams, Ying-Yi Hong
Are Primetime Diets Congruent With Dietary Recommendations? Content Analyses Of Food Advertisements In The United States, China, And Singapore, Su Lin Yeo, Wonsun Shin, May O. Lwin, Jerome Williams, Ying-Yi Hong
Research Collection Lee Kong Chian School Of Business
Despite public programs to promote healthy eating among populations in developed and developing countries, the increase in obesity as a result of poor dietary patterns continues to persist. As food advertising has been implicated for contributing to this global health challenge, this study aims to provide empirical evidence on food advertising in a broader global context, across economically and culturally different nations. We conducted a large scale content analysis of the types of food advertised on primetime television in the United States, China, and Singapore, which resulted in the collection of 1,008 television hours. Using the dietary blue2376s proposed by …
Exploring The Relationship Between Online Search And Offline Sales For Better "Nowcasting", Sandeep R. Chandukala, Jeffrey P. Dotson, Qing Liu, Stephan Conrady
Exploring The Relationship Between Online Search And Offline Sales For Better "Nowcasting", Sandeep R. Chandukala, Jeffrey P. Dotson, Qing Liu, Stephan Conrady
Research Collection Lee Kong Chian School Of Business
Although the conditions that motivate individuals to buy, sell, search, and post on the Internet are diverse, the information generated as a byproduct of these activities has the potential to help marketers develop a better understanding of consumer and firm behavior. In this paper, we utilize online product search data to build a model that links sales to marketing mix activity. The objectives of this research are threefold: first, to incorporate secondary data collected from online sources into a model of demand, thus improving our ability to forecast sales; second, to develop a better understanding of the role of marketing …
Parasocial Relationship Via Reality Tv And Social Media: Its Implications For Celebrity Endorsement, Siyoung Chung, Hichang Cho
Parasocial Relationship Via Reality Tv And Social Media: Its Implications For Celebrity Endorsement, Siyoung Chung, Hichang Cho
Research Collection Lee Kong Chian School Of Business
The purpose of this study was to explore the ways in which audiences build parasocial relationships with media characters via reality TV and social media, and its implications for celebrity endorsement and purchase intentions. Using an online survey, this study collected 401 responses from the Korean Wave fans in Singapore. The results showed that reality TV viewing and SNS use to interact with media characters were positively associated with parasocial relationships between media characters and viewers. Parasocial relationships, in turn, were positively associated with the viewers’ perception of endorser and brand credibility, and purchase intention of the brand endorsed by …
On The Value Relevance Of Retailer Advertising Spending And Same-Store Sales Growth, Kapil R. Tuli, Anirban Mukherjee, Marnik Dekimpe
On The Value Relevance Of Retailer Advertising Spending And Same-Store Sales Growth, Kapil R. Tuli, Anirban Mukherjee, Marnik Dekimpe
Research Collection Lee Kong Chian School Of Business
In response to recent calls to study factors that determine a retailer's stock price, this study draws on signaling theory to examine the impact of two key marketing metrics that are widely disclosed by retailers to investors, advertising spending and growth in same-store sales (COMPS), and highlights the moderating role of various firm- and sector-specific factors. Using a stock-response model estimated on a sample of 1,646 observations for 257 retailers, the authors find that the value relevance of advertising spending and COMPS depends on the financial condition of, and the competitive pressures faced by, the retailer. In addition, the positive …
Spillover Effects Of Ingredient Branded Strategies On Brand Choice: A Field Study, Swaminathan Vanitha, Srinivas K. Reddy, Sara Loughran Dommer
Spillover Effects Of Ingredient Branded Strategies On Brand Choice: A Field Study, Swaminathan Vanitha, Srinivas K. Reddy, Sara Loughran Dommer
Research Collection Lee Kong Chian School Of Business
Ingredient branding, or the use of two or more brand names on a single product, is widely seen as providing significant benefits in terms of increased product differentiation and greater market share. The association between two brand names can both enhance and dilute the brand equity of the host brand name and the ingredient brand name. This research examines the behavioral spillover effects associated with cobranded strategies across segments of consumers that vary in their prior brand commitment or loyalty. Different from previous research, this paper uses A.C. Nielsen scanner panel data to investigate the behavioral spillover effects of ingredient …
Differential Reliance On Feelings In The Present Vs. The Future (Or Past): Affect As A Decision Making System Of The Present, Hanwen Hannah Chang, Michel Tuan Pham
Differential Reliance On Feelings In The Present Vs. The Future (Or Past): Affect As A Decision Making System Of The Present, Hanwen Hannah Chang, Michel Tuan Pham
Research Collection Lee Kong Chian School Of Business
We posit that compared to the cognitive system, the affective system of judgment and decision making is relatively more engaged in the present. Specifically, we hypothesize that even if their accessibility is held constant, affective feelings are weighted more heavily in consumer judgments and decisions set in the present than in equivalent judgments and decisions set in the future or in the past. Consistent with this proposition, results from six experiments show that (a) compared to a more distant future, a nearer future increases consumers’ relative preferences for options that are superior in terms of integral affect over options that …
Real-Time Evaluation Of Email Campaign Performance, Andre Bonfrer, Xavier Dreze
Real-Time Evaluation Of Email Campaign Performance, Andre Bonfrer, Xavier Dreze
Research Collection Lee Kong Chian School Of Business
We develop a testing methodology that can be used to predict the performance of e-mail marketing campaigns in real time. We propose a split-hazard model that makes use of a time transformation (a concept we call virtual time) to allow for the estimation of straightforward parametric hazard functions and generate early predictions of an individual campaign's performance (as measured by open and click propensities). We apply this pretesting methodology to 25 e-mail campaigns and find that the method is able to produce in an hour and fifteen minutes estimates that are more accurate and more reliable than those that the …
Financial Value Of Brands In Mergers And Acquisitions: Is Value In The Eye Of The Beholder?, Cem Badahir, Sundar G.Bharadwaj, Rajendra Kumar Srivastava
Financial Value Of Brands In Mergers And Acquisitions: Is Value In The Eye Of The Beholder?, Cem Badahir, Sundar G.Bharadwaj, Rajendra Kumar Srivastava
Research Collection Lee Kong Chian School Of Business
Firms frequently engage in merger and acquisition deals. In these transactions, brands account for significant but differential proportions of overall transaction value. Extant marketing literature on financial value of brands focuses on drivers of financial value only within a firm. However, in a merger and acquisition context, value of brands also depends on how their new owners might leverage them in the marketplace. This study identifies and empirically tests both the target and acquirer characteristics that affect the value of target firm’s brands in mergers and acquisitions. Furthermore, the authors examine the moderating role of deal type and target firm …
The Korean Language And The Effects Of Its Honorifics System In Advertising: Deferential Vs. Informal Speech As Regulatory Prime On Persuasive Impact, Jin K. Han, Yong Seok Sohn, Kun Woo Yoo
The Korean Language And The Effects Of Its Honorifics System In Advertising: Deferential Vs. Informal Speech As Regulatory Prime On Persuasive Impact, Jin K. Han, Yong Seok Sohn, Kun Woo Yoo
Research Collection Lee Kong Chian School Of Business
A very prominent feature of the Korean language is its extensive honorifics system, where the speaker is obliged to adopt a level of speech (deferential vs. informal) befitting the status of the target audience. As the context for using deferential (informal) speech parallels the setting for prevention (promotion) focus, we set out to examine whether the Korean honorifics system itself functions as a natural prime for regulatory orientation. In Study 1, we find that deferential (informal) speech style activates prevention (promotion) focus in the addressee. Accordingly, we show that ad copies in deferential (informal) speech style resulted in regulatory fit …
Investigating The Effects Of Store-Brand Introduction On Retailer Demand And Pricing Behavior, Pradeep K. Chintagunta, Andre Bonfrer, Inseong Song
Investigating The Effects Of Store-Brand Introduction On Retailer Demand And Pricing Behavior, Pradeep K. Chintagunta, Andre Bonfrer, Inseong Song
Research Collection Lee Kong Chian School Of Business
The effects of the introduction of a store-brand into a particular product category are studied. The paper focuses on the effect of store-brand introduction on the demand as well as on the supply side. On the demand side, the changes in preferences for the national brands and price elasticities in the category are investigated. On the supply side, the effects of the new entrant on the interactions between the national brand manufacturers and the retailer introducing the store brand are studied, including how these interactions influence the retailer's pricing behavior. In doing so, it is possible to test whether the …
Technology Selection And Commitment In New Product Development: The Role Of Uncertainty And Design Flexibility, V. Krishnan, Shantanu Bhattacharya
Technology Selection And Commitment In New Product Development: The Role Of Uncertainty And Design Flexibility, V. Krishnan, Shantanu Bhattacharya
Research Collection Lee Kong Chian School Of Business
Selecting the right technologies to incorporate in new products is a particularly challenging aspect of new product definition and development. While newer advanced technologies may offer improved performance, they also make the product development process more risky and challenging. In this paper, we focus on the problem of technology selection and commitment under uncertainty, a major challenge to firms in turbulent environments. We argue that the ''pizza-bin'' approach of rejecting prospective technologies outright may not serve firms well when the pressure to differentiate products is enormous. After motivating the challenges and decisions facing firms using a real-life application from Dell …
Corporate Name Vs Brand Name: Demystification Of Controversy, B. C. Ghosh, Min Lie Chan, Wee Liang Tan
Corporate Name Vs Brand Name: Demystification Of Controversy, B. C. Ghosh, Min Lie Chan, Wee Liang Tan
Research Collection Lee Kong Chian School Of Business
The board of directors worry about it, researchers paper it, and ad men talk about it. But few managers really know whether or not image affects the purchase of the company’s products - particularly in the consumer market” [Hardy 1970, pg. 70]. Up till today, there remains a general lack of understanding of the determinants and consequences of corporate associations, though researchers have begun to make inroads [Brown, 1997]. Addressing the above issue, the overall objective of this paper is to determine if there is any congruence between promoting consumer brand name in the FMCG industry and the retailers’ corporate …
A Comparison Of The Perceptions Of Clients And Design Consultants Toward Corporate Identity Programs, Dae Ryun Chang, Don Ryun Chang, Kwon Soo Lee
A Comparison Of The Perceptions Of Clients And Design Consultants Toward Corporate Identity Programs, Dae Ryun Chang, Don Ryun Chang, Kwon Soo Lee
Research Collection Lee Kong Chian School Of Business
Although much attention has been given to the importance of developing and using corporate and brand identity programs (from hereon essentially combined and referred to as CI), in the business literature in contrast academic treatment is less abundant and in particular there is little research on their actual implementation. While the motivation for the emergence of CI is easily understood, what is not clear is how effective these programs are after implementation. In this paper we focus on two communities responsible for the creation and implementation of identity programs, the clients and the designers. Even within client corporations of CI …