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Full-Text Articles in Business
Consumer Power: Evolution In The Digital Age, Lauren Labrecque
Consumer Power: Evolution In The Digital Age, Lauren Labrecque
Lauren Labrecque
The predictions of growing consumer power in the digital age that predated the turn of the century were fueled by the rise of the Internet, then reignited by social media. This article explores the intersection of consumer behavior and digital media by clearly defining consumer power and empowerment in Internet and social media contexts and by presenting a theoretical framework of four distinct consumer power sources: demand-, information-, network-, and crowd-based power. Furthermore, we highlight technology's evolutionary role in the development of these power sources and discuss the nature of shifts in power from marketers to consumers in terms of …
To Be Or Not To Be Different: Exploration Of Norms And Benefits Of Color Differentiation In The Marketplace, Lauren Labrecque
To Be Or Not To Be Different: Exploration Of Norms And Benefits Of Color Differentiation In The Marketplace, Lauren Labrecque
Lauren Labrecque
Building a strong brand identity is central for increasing brand equity. As a result, oftentimes, brands develop differentiation strategies in order to stand out from competitors. Yet, is value always gained through differentiation, or is it possible that some value could be forfeited by straying too far from established product category associations? This research examines color norms within product categories and addresses the question of whether visual differentiation is always helpful. With data for 281 top brands, the authors calculate product category color homogeneity scores for 15 product categories and 40 subcategories to empirically explore color norms. Then, these calculations …
A Multicultural Service Sensitivity Exercise For Marketing Students, Lauren Labrecque
A Multicultural Service Sensitivity Exercise For Marketing Students, Lauren Labrecque
Lauren Labrecque
Services marketing and retailing courses place service quality at the heart of the curriculum, painting service providers as defenders of their customers’ welfare and thwarters of service failures by ushering in recovery solutions. Yet academic literature and the popular press provide evidence that in some cases, service providers act as discriminatory agents toward their own customers. Likewise, other customers in the servicescape can negatively influence a customer’s service quality experience. This article attempts to address shortcomings in services marketing textbooks and classroom discussions by providing educators with a multicultural service sensitivity exercise that they can employ in undergraduate, graduate, and …
The Marketers’ Prismatic Palette: A Review Of Color Research And Future Directions, Lauren Labrecque
The Marketers’ Prismatic Palette: A Review Of Color Research And Future Directions, Lauren Labrecque
Lauren Labrecque
Color carries meaning and can influence consumers’ thoughts, feelings, and behaviors. Many disciplines, such as neuroscience, psychophysics, visual cognition, and biology have used new technologies to gain insights in understanding the complexities of color perception, yet there exists relatively little research in the field of marketing. This paper aims to reestablish the importance of color research in marketing, draw attention to the complex nature of this research, and to fuel further investigation and the development of new insights about color as it relates to marketing. The authors offer an integrated conceptual framework centered on the embodied and referential meanings of …