Business Commons^™

Trust-Commitment As A Mediator Of The Celebrity Endorser-Brand Equity Relationship In A Service Context, Abhishek Dwivedi, Lester W. Johnson

Lester Johnson

The current study extends the endorsement literature by examining it in the trust–commitment framework. Specifically, the trust–commitment framework is examined as a mediator of the effect of endorser credibility on consumer perceived brand equity as well as consumer expectations of relationship continuity. The current study is conducted within a pure service (i.e., telecom service)context; adding incremental value to the findings given the pivotal role of the trust–commitment framework. The conceptual model is estimated using a sample of 525 Indian consumers that evaluate some of the major Indian telecom sector brand-and-endorser combinations. The model fits the data adequately, and the analysis …

Impact Of Self On Attitudes Toward Luxury Brands Among Teens, Luciana Gil, Kyoung-Nan Kwon, Linda Good

Lester Johnson

The main purpose of this study is to increase understanding of teenagers' self perception on attitudes toward luxury brands. The study investigates how social consumption motivations affect teenagers' attitudes toward luxury brands, how teens' self concepts can influence social consumption motivations, and whether peer pressure affects this relationship. The study also examines the effects of materialism on teenagers' social consumption motivations and attitudes toward luxury brands. The total sample consisted of 558 teenagers between the ages of 12 and 19 (grades 7 through 12). Hypotheses were tested using structural equation modeling. This study demonstrates that materialistic orientation is a powerful …

Service Blueprinting And Bpmn: A Comparison., Lester Johnson, Simon Milton

Lester Johnson

Purpose: To compare and contrast a customer-focused service process diagram tool (blueprinting) with an organizational-focused process diagram tool (business process modelling notation, or BPMN).

Design/methodology/approach: Using a hotel stay as an example, we present both a service blueprint and a BPMN diagram and explicitly discuss the similarities, differences and where the two tools can be complementary.

Findings: We have found that one similarity is that service blueprinting segments processes into parts that are similar to BPMN‘s idea of swimlanes. However, the swimlanes in service blueprinting separate customer actions, customer-facing employees‘ actions and functions, and back-stage functions, actors, and information systems …

Strategies Used To Defend Pharmaceutical Brands From Generics, Dean C.H. Wilkie, Lester Johnson, Lesley White

Lester Johnson

This research aims to provide an empirical comparison of the results of three brands' marketing defence strategies used in advance of generic brands entering the market. By reviewing the effectiveness of these strategies, this research looks to extend the research on marketing defence strategies into the importance of anticipating competitor launches.

Psychosocial Antecedents Of Communication, Trust, And Relationship Effectiveness In New Product Development Projects: A Functional Manager Perspective, Elias Kyriazis, Paul Couchman, Lester W. Johnson

Lester Johnson

The basic differences between marketing managers and their technically trained counterpart managers (e.g., research and development (R&D), engineering, and manufacturing managers) in terms of work experience, training, and differing decision-making styles have often been suggested as a source of conflict, which acts as a barrier to effective working relationships and integration during new product development (NPD) work. In this paper, we empirically explore this issue by developing and testing a model of psychosocial differences (thought worlds and psychological distance) between the two groups of managers and their effect on communication, trust, and relationship effectiveness during NPD projects. We find that …

Effect Of Reciprocity On Well-Being In Interpersonal Marketing Relationships: An Interview Study, Simon J. Pervan, Liliana L. Bove, Lester W. Johnson, Chih-Huang Lin

Lester Johnson

This article investigates the potential for marketing managers to develop personal well-being in commercial relationships through the upholding of a norm of reciprocity. Interviews were conducted with 10 senior marketing managers across a range of industries, all of whom dealt with persons from outside their companies. Findings indicate that the norm of reciprocity is more prevalent in strong marketing relationships. Within these exchanges, there is a greater likelihood of achieving behavioural confirmation and status; two instrumental goals for the obtainment of social well-being. We suggest that organisational rewards may not be the only motivator for individuals to engage in commercial …

Chrome: An Approach To Teaching The Concept Of Inter-Functional Cooperation In Services Organizations, Lester W. Johnson

Lester Johnson

When teaching a services course (e.g., Services Marketing) it is essential that students understand that marketing/management, operations and human resource management within the service organization be fully coordinated. One useful acronym used to remind students of this need is "CHROME", standing for Communications, Human Resources, Operations, Marketing and Everyone. It is easy for students to remember and leads to a discussion of "CHROME"ing.