Open Access. Powered by Scholars. Published by Universities.®

Marketing Commons™

Open Access. Powered by Scholars. Published by Universities.®

Singapore Management University

Discipline
Keyword
Publication Year
Publication
Publication Type
File Type

Articles 241 - 270 of 476

Full-Text Articles in Marketing

How Kinetic Property Shapes Novelty Perceptions, Junghan Kim, Arun Lakshmanan Nov 2015

How Kinetic Property Shapes Novelty Perceptions, Junghan Kim, Arun Lakshmanan

Research Collection Lee Kong Chian School Of Business

This article demonstrates a new substantive finding: that kinetic property in advertising, defined as direction changes in the paths of moving on-screen ad elements, enhances consumer judgments of product novelty. Across six studies, the authors first outline an inference-based theory as to why the novelty-enhancing effect of kinetic property manifests: kinetic property generates impressions of how visually lively an ad is, which leads to inferences of product atypicality and, consequently, higher novelty judgments. Second, they demonstrate boundary conditions by showing that (1) the positive effect for kinetic property is evident with incremental (and not radical) innovations, (2) the effect dissipates …

Go to article

The Brand Supremacy, Singapore Management University Oct 2015

The Brand Supremacy, Singapore Management University

Perspectives@SMU

Understand your customers’ goals and build an image that is strongly associated with the goal, and you shall have brand success

Go to article

Unilever Platinum Stories: Building A Brand For The Community, Pannapachr Itthiopassagul Oct 2015

Unilever Platinum Stories: Building A Brand For The Community, Pannapachr Itthiopassagul

Asian Management Insights

A new branded store concept by the community, for the community.

Go to article

The Art Of Power Selling, Singapore Management University Aug 2015

The Art Of Power Selling, Singapore Management University

Perspectives@SMU

Generating market awareness and qualified leads is critical to sales success and it need not be as hard or expensive as you might think.

Go to article

Would You Pay Extra To Support A Local Brand?, Singapore Management University Jul 2015

Would You Pay Extra To Support A Local Brand?, Singapore Management University

Perspectives@SMU

Global has more appeal but there is a home-country advantage

Go to article

The Impact Of Power On Reliance On Feelings Versus Reasons In Decision Making, Yunhui Huang, Jiewen Hong, Chang, Hannah H. Jun 2015

The Impact Of Power On Reliance On Feelings Versus Reasons In Decision Making, Yunhui Huang, Jiewen Hong, Chang, Hannah H.

Research Collection Lee Kong Chian School Of Business

No abstract provided.

Go to article

The Impact Of Power On Reliance On Feelings Versus Reasons In Decision Making, Yunhui Huang, Jiewen Hong, Hannah H. Chang Jun 2015

The Impact Of Power On Reliance On Feelings Versus Reasons In Decision Making, Yunhui Huang, Jiewen Hong, Hannah H. Chang

Research Collection Lee Kong Chian School Of Business

We examine the impact of power on consumer decision making. Results from four experiments provide converging evidence that people in high- (low-) power states are more likely to rely on affective feelings (cognitive reasoning) in making judgments and decisions.

Go to article

Does Brand Licensing Increase A Licensor's Shareholder Value?, Adina B. Robinson, Kapil R. Tuli, Ajay K. Kohli Jun 2015

Does Brand Licensing Increase A Licensor's Shareholder Value?, Adina B. Robinson, Kapil R. Tuli, Ajay K. Kohli

Research Collection Lee Kong Chian School Of Business

This study examines 171 brand licensing announcements and subsequent changes in the licensor firms' shareholder values using the event study method. We find that although brand licensing announcements lead to positive abnormal returns on average, nearly 44% of the announcements in our sample are followed by negative abnormal returns. We argue that investors react more favorably to a brand licensing announcement when they believe (i) the brand has greater ability to stimulate licensee product sales (and thus generate higher royalties for the licensor) and (ii) the licensor firm has greater ability to limit licensee opportunism (and thus limit brand dilution …

Go to article

Marketing Mix And Brand Sales In Global Markets: Examining The Contingent Role Of Country-Market Characteristics, S. Cem Bahadir, Sundar G. Bharadwaj, Rajendra K. Srivastava Jun 2015

Marketing Mix And Brand Sales In Global Markets: Examining The Contingent Role Of Country-Market Characteristics, S. Cem Bahadir, Sundar G. Bharadwaj, Rajendra K. Srivastava

Research Collection Lee Kong Chian School Of Business

Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging countries. We investigate their moderating role on the relationship between elements of the marketing mix and brand sales. We provide evidence, from a hierarchical linear model and a panel data set of brands from 14 emerging and developed markets that account for 62% of the global GDP, that country-market characteristics moderate the relationship between the complete set of marketing mix elements and brand sales performance asymmetrically. …

Go to article

China’S Digital Landscape: Breaking Barriers To Innovation, Srinivas K. Reddy, Zack Zheng Wang, Deckie He Dong May 2015

China’S Digital Landscape: Breaking Barriers To Innovation, Srinivas K. Reddy, Zack Zheng Wang, Deckie He Dong

Research Collection Lee Kong Chian School Of Business

When e-commerce giant Alibaba went public on the New York Stock Exchange in September 2014, its market capitalisation rocketed to roughly US$219 billion - a sum greater than any record previously set by its American contemporaries, Facebook, eBay and Amazon. It was a historic event that led many to believe that China’s digital economy was echoing the Middle Kingdom’s own meteoric rise onto the world-stage. China ranks high in digital connectivity. In 2015, almost half of the country’s population, or 649 million people, were online. It’s fast-growing Internet economy generates about US$100 billion annually and is predicted to reach US$277 …

Go to article

Rinse, But No Need To Repeat, Srinivas K. Reddy May 2015

Rinse, But No Need To Repeat, Srinivas K. Reddy

Research Collection Lee Kong Chian School Of Business

Unilever promotes water sustainability through product innovation. By October 2007, it had become apparent that competition in the laundry products segment in Vietnam was heating up rapidly. Huyen Bui, the senior brand manager for Comfort at Unilever Vietnam, was contemplating how to stay ahead of long-time rival, Procter & Gamble (P&G), in terms of market share. In April 2007, Unilever launched Comfort One Rinse, a fabric conditioner designed to reduce water use in hand-washed laundry by 66 percent. Six months later, P&G responded by launching Downy One Rinse, a nearly identical product.

Go to article

Social Marketing: Delivering On Passion, Singapore Management University Apr 2015

Social Marketing: Delivering On Passion, Singapore Management University

Perspectives@SMU

Focus on your audience’s desire and motivations, and deliver your product’s unique proposition with every interaction on social media

Go to article

Innovation And Leadership: When Does Cmo Leadership Improve Performance From Innovation?, Adam J. Bock, Andreas B. Eisengenrich, Dmitry Sharapov, Gerard George Apr 2015

Innovation And Leadership: When Does Cmo Leadership Improve Performance From Innovation?, Adam J. Bock, Andreas B. Eisengenrich, Dmitry Sharapov, Gerard George

Research Collection Lee Kong Chian School Of Business

Ensuring that organizational innovation generates value increasingly requires effective marketing management. Prior studies, however, report conflicting effects of chief marketing officer (CMO) leadership on how well the firm exploits innovation. These inconsistencies may be associated with firm-level innovation effort, customer focus, and industry type. We analyze archival data from 587 interviews with global CEOs to explain the effect of CMO leadership on outcomes of organizational innovation. CMO leadership of the firm's primary innovation mode is positively associated with product-market innovation effort but not marginal revenue from innovation. CMO leadership also moderates the relationship between customer focus and innovation revenue. Predictive …

Go to article

Money, Time, And The Stability Of Consumer Preferences, Leonard Lee, Michelle P. Lee, Marco Bertini, Gal Zauberman, Dan Ariely Apr 2015

Money, Time, And The Stability Of Consumer Preferences, Leonard Lee, Michelle P. Lee, Marco Bertini, Gal Zauberman, Dan Ariely

Research Collection Lee Kong Chian School Of Business

Consumers often make product choices that involve the consideration of money and time. Building on dual-process models, the authors propose that these two basic resources activate qualitatively different modes of processing: while money is processed analytically, time is processed more affectively. Importantly, this distinction then influences the stability of consumer preferences. An initial set of three experiments demonstrates that, compared with a control condition free of the consideration of either resource, money consideration generates significantly more violations of transitivity in product choice, while time consideration has no such impact. The next three experiments use multiple approaches to demonstrate the role …

Go to article

I Follow My Heart And We Rely On Reasons: The Impact Of Self-Construal On Reliance On Feelings Versus Reasons In Decision Making, Jiewen Hong, Hannah H. Chang Apr 2015

I Follow My Heart And We Rely On Reasons: The Impact Of Self-Construal On Reliance On Feelings Versus Reasons In Decision Making, Jiewen Hong, Hannah H. Chang

Research Collection Lee Kong Chian School Of Business

Results from six experiments support the hypothesis that an accessible independent self-construal promotes a greater reliance on feelings in making judgments and decisions, whereas an accessible interdependent self-construal promotes a greater reliance on reasons. Specifically, compared to an interdependent self-construal, an independent self-construal increases the relative preference for affectively superior options as opposed to cognitively superior options (experiments 1A and 1B) and strengthens the effects of incidental mood on evaluations (experiment 2). Further, valuations of the decision outcome increase when independent (interdependent) consumers adopt a feeling-based (reason-based) decision strategy (experiment 3). Finally, these effects are moderated by decision focus (whether …

Go to article

Pricing Information Goods: A Strategic Analysis Of The Selling And Pay-Per-Use Mechanisms, Sridhar Balasubramanian, Shantanu Bhattacharya, Vish V. Krishnan Mar 2015

Pricing Information Goods: A Strategic Analysis Of The Selling And Pay-Per-Use Mechanisms, Sridhar Balasubramanian, Shantanu Bhattacharya, Vish V. Krishnan

Research Collection Lee Kong Chian School Of Business

We analyze two pricing mechanisms for information goods. These mechanisms are selling, where up-front payment allows unrestricted use, and pay-per-use, where payments are tailored to use. We analytically model a market where consumers differ in use frequency and where use on a pay-per-use basis invokes a psychological cost associated with the well known "ticking meter" effect. We demonstrate that pay-per-use yields higher profits in a monopoly provided the associated psychological cost is low. In a duopoly, one firm uses selling and the other uses pay-per-use. Here, in contrast to the monopoly, selling yields higher profits than pay-per-use. We demonstrate that, …

Go to article

Building Relationships Through Integrated Online Media Platforms: Analysis Of Top 100 Global Brands, Wonsun Shin, Augustine Pang, Hyo Jung Kim Jan 2015

Building Relationships Through Integrated Online Media Platforms: Analysis Of Top 100 Global Brands, Wonsun Shin, Augustine Pang, Hyo Jung Kim

Research Collection Lee Kong Chian School Of Business

Many studies have examined organizations’ use of specific types of online media, but few studies have examined how organizations generate dialogues and develop relationships by using multiple online communication platforms. This study takes an integrated approach by examining how top global organizations incorporate brand Web sites, Facebook, and Twitter to cultivate relationships with stakeholders. Its findings suggest that those particular online media are used similarly, that is, more for information dissemination than user engagement and more for one-way than two-way communication. The findings also suggest that the types of products promoted can affect the way that organizations use different online …

Go to article

Does Service Employees' Appearance Affect The Healthiness Of Food Choice?, Tabea: Benoit Huneke, Sabine Benoit, Anders Gustafsson Jan 2015

Does Service Employees' Appearance Affect The Healthiness Of Food Choice?, Tabea: Benoit Huneke, Sabine Benoit, Anders Gustafsson

Research Collection Lee Kong Chian School Of Business

Derived from previous research on social influence on food consumption and social comparison theory, this article examines the effect of service employees’ appearance on consumers’ food choice using an experimental study, involving a video manipulation and eye-tracking technique. The video shows a menu being proffered by a waitress whose degree of apparent healthiness varies (healthy, overweight, unhealthy lifestyle). The menu contains both healthy and unhealthy meal alternatives. The analysis of participants’ eye movements demonstrated that exposure to the overweight employee did not stimulate greater (i.e., earlier or longer) attention to unhealthy meal alternatives, whereas exposure to the employee who displayed …

Go to article

A Network Bidder Behavior Model In Online Auctions: A Case Of Fine Art Auctions, Mayukh Dass, Srinivas K. Reddy, Dawn Iacobucci Dec 2014

A Network Bidder Behavior Model In Online Auctions: A Case Of Fine Art Auctions, Mayukh Dass, Srinivas K. Reddy, Dawn Iacobucci

Research Collection Lee Kong Chian School Of Business

The marketing literature provides a solid understanding of auctions regarding final sales prices and many aspects of the processes that unfold to result in those outcomes. This research complements those perspectives by first presenting a new bidder behavior model that shows the role of emergent network ties among bidders on the auction outcome. Dyadic ties are identified as the bid and counter-bid patterns of interactions between bidders that unfold throughout the duration of an auction. These structures are modeled using network analyses, which enables: (1) a richer understanding of detailed auction processes, both within auctions and across auctions of multiple …

Go to article

Where There’S A Will: Can Highlighting Future Youth-Targeted Marketing Increase Support For Soda Taxes?, Sungjong Roh, Jonathon P. Schuldt Dec 2014

Where There’S A Will: Can Highlighting Future Youth-Targeted Marketing Increase Support For Soda Taxes?, Sungjong Roh, Jonathon P. Schuldt

Research Collection Lee Kong Chian School Of Business

Objective: Amid concern about high rates of obesity and related diseases, the marketing of nutritionally poor foods to young people by the food industry has come under heavy criticism by public health advocates, who cite decades of youth-targeted marketing in arguing for reforms. In light of recent evidence that the same event evokes stronger emotional reactions when it occurs in the future versus the past, highlighting youth-targeted marketing that has yet to occur may evoke stronger reactions to such practices, and perhaps, greater support for related health policy initiatives. Method: In a between-subjects experiment, Web participants (N = 285) read …

Go to article

Leveraging Market-Based Assets To De-Risk The Firm's Operations, Rajendra Kumar Srivastava Nov 2014

Leveraging Market-Based Assets To De-Risk The Firm's Operations, Rajendra Kumar Srivastava

Asian Management Insights

In times of uncertainty and volatility,the active management of marketbasedassets, such as brands andchannel relationships, take on a newsignificance in managing risk.

Go to article

How To Nurture A Successful Start-Up, Singapore Management University Oct 2014

How To Nurture A Successful Start-Up, Singapore Management University

Perspectives@SMU

Sir Terry Matthews calls himself "the most persistent S.O.B. you'll ever meet in your life". That persistence has made him a billionaire. He distills four decades of entrepreneurial wisdom down to three points: finding the right team; hire a retired auditor; and insist on quarterly reports.

Go to article

It’S Alive! How Kinetic Property In Ads Shapes Novelty Perceptions, Junghan Kim, Arun Lakshmanan Oct 2014

It’S Alive! How Kinetic Property In Ads Shapes Novelty Perceptions, Junghan Kim, Arun Lakshmanan

Research Collection Lee Kong Chian School Of Business

We propose that speed and direction changes in moving ad elements influence product novelty perceptions. Three studies show thatinanimate but moving elements within an advertisement enhance novelty perceptions due to their kinetic property. Further, we showthat this effect is driven by perceptions of ad aliveness and product atypicality.

Go to article

Branding Your Company, Singapore Management University Sep 2014

Branding Your Company, Singapore Management University

Perspectives@SMU

You need to understand what your brand stands for before building it

Go to article

Exploring The Relationship Between Online Search And Offline Sales For Better "Nowcasting", Sandeep R. Chandukala, Jeffrey P. Dotson, Qing Liu, Stephan Conrady Sep 2014

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 …

Go to article

Finding Answers In Digital Media Research, Singapore Management University Aug 2014

Finding Answers In Digital Media Research, Singapore Management University

Perspectives@SMU

It is a different ball game altogether when measuring the effectiveness of an online advertisement than that of print and broadcast

Go to article

Diversified Social Influence Maximization, Fangshuang Tang, Qi Liu, Hengshu Zhu, Enhong Chen, Feida Zhu Aug 2014

Diversified Social Influence Maximization, Fangshuang Tang, Qi Liu, Hengshu Zhu, Enhong Chen, Feida Zhu

Research Collection School Of Computing and Information Systems

For better viral marketing, there has been a lot of research on social influence maximization. However, the problem that who is influenced and how diverse the influenced population is, which is important in real-world marketing, has largely been neglected. To that end, in this paper, we propose to consider the magnitude of influence and the diversity of the influenced crowd simultaneously. Specifically, we formulate it as an optimization problem, i.e., diversified social influence maximization. First, we present a general framework for this problem, under which we construct a class of diversity measures to quantify the diversity of the influenced crowd. …

Go to article

Impact Of Component Supplier Branding On Profitability, Stefan Worm, Rajendra K. Srivastava Jul 2014

Impact Of Component Supplier Branding On Profitability, Stefan Worm, Rajendra K. Srivastava

Research Collection Lee Kong Chian School Of Business

In recent years, many business-to-business (B2B) component supplier (CS) firms have added branding to their marketing toolbox. By extending the logic of ingredient branding to B2B components, they aim to create “pull” from B2B end customers by building a strong CS brand image among their customers' customers. In contrast with the established “push” approach of building strong relationships with original equipment manufacturers (OEMs), it is unclear whether and under which conditions CS branding is a worthy strategy. On the one hand, anecdotal evidence suggests that suppliers can leverage strong CS brand image in negotiations with increasingly powerful OEMs to enhance …

Go to article

Getting Into The Minds Of Consumers, Hannah H. Chang Jun 2014

Getting Into The Minds Of Consumers, Hannah H. Chang

Research Collection Lee Kong Chian School Of Business

Under what circumstances are our decisions influenced by emotions? And when are we more likely to make rational, logical choices? Assistant Professor Hannah Chang of the SMU Lee Kong Chian School of Business studies the science behind how consumers make decisions.

Go to article

Of Accessibility And Applicability: How Heat-Related Primes Affect Belief In “Global Warming” And “Climate Change”, Jonathon P. Schuldt, Sungjong Roh Jun 2014

Of Accessibility And Applicability: How Heat-Related Primes Affect Belief In “Global Warming” And “Climate Change”, Jonathon P. Schuldt, Sungjong Roh

Research Collection Lee Kong Chian School Of Business


Research shows that exposure to heat-related cues (e.g., warm temperatures, “fry” and “boil”) influences the belief that global warming exists and poses a serious threat to humans. Drawing on social-cognitive principles of concept accessibility and applicability, we hypothesized that these effects may depend on how the issue is framed, given that heat-related concepts are more compatible with “global warming” than “climate change.” Exploring this possibility, we asked campus passersby about their belief in global warming or climate change shortly after a real-life unseasonably cold weather event (i.e., snowfall during Spring; Study 1). A controlled Web experiment …

Go to article

First Prev Next Last