Marketing Commons^™

Divided We Stand: Defying Hegemony In Theory And Practice, Anne Gregory, Gregor Halff

Research Collection Lee Kong Chian School Of Business

The last decade has seen the world becoming increasingly complex. One way of dealing with complexity, according to Schwab (2010a), is to look for certainties or solutions that impose order by simplifying. The authors contend that this is also happening in public relations practice and the academy. They criticise attempts to produce global models which lead to hegemony and argue for maintaining a diversity that reflects reality. They take the cases of the UK and Singapore as respective exemplars where hegemony has succeeded and where it needs to be resisted. They call for a professional and epistemological stand against hegemony.

Melbourne Mandate: Key Document Defining The Direction Of The Global Pr Industry And Endorsed By 160 000 Professionals, Jurrien Gregor Halff, Daniel Tisch, Anne Gregory, Jean Valin

Research Collection Lee Kong Chian School Of Business

No abstract provided.

The Impact Of Macro Socio-Economic Drivers And Fiscal Policy On Expenditure Allocation And Attribute Preferences, Anirban Mukherjee, Andre Bonfrer

Research Collection Lee Kong Chian School Of Business

Our article investigates the effect of macro socio-economic drivers on Australian households’ allocation of expenditure in a category (household appliances) and conditional on the allocated category expenditure, preferences for products (clothes washers) within the category. At the category-level, we quantify the effect of changes in social mobility, disposable income, housing prices and the 2009 stimulus payments on purchase propensity and expenditure. At the product-level, we investigate how households trade off between price, energy efficiency and loading capacity conditional on allocated category expenditure, measuring nonhomotheticity in preferences. We use the model to study a number of hypothetical scenarios, where we simulate …

Does Paying For Online Product Reviews Pay Off? The Effects Of Monetary Incentives On Content Creators And Consumers, Andrew Stephen, Yakov Bart, Christilene Du Plessis, Dilney Goncalves

Research Collection Lee Kong Chian School Of Business

We show that although incentivizing product reviews results in more helpful content, disclosing payment lowers review consumers’ product quality expectations. This effect occurs because disclosure induces doubt in product quality and persists when more objective information is available, irrespective of disclosure specificity, across product categories and even after product trial.

Injecting Intelligence, Nirmalya Kumar, Phanish Puranam

Research Collection Lee Kong Chian School Of Business

India's highly qualified workforce is enabling it to lead the way in process innovation. Nirmalya Kumar and Phanish Puranam examine how Indian companies inject intelligence into the often mundane.

Paying For Convenience: Attractiveness And Revenue Potential Of Time-Based Delivery Services, Philipp Goebel, Sabine Moeller, Richard Pibernik

Research Collection Lee Kong Chian School Of Business

Purpose: Four characteristics have been regularly applied to services: intangibility, heterogeneity, inseparability, perishability (IHIP). More and more exceptions occur which have resulted in substantial criticism. This paper aims to show that each characteristic is valid and useful when related to an individual aspect of services instead of being assigned to services as a single entity. Design/methodology/approach: Based on customer integration, a framework (FTU framework) and a resource typology are developed. These approaches are the theoretical foundation of the analysis. Findings: The FTU framework and a resource typology reveal different aspects of services and allow the assignment of the IHIP characteristics …

Sustainability In Clothing Supply Chains: Implications For Marketing, Sudhindra Seshadri

Research Collection Lee Kong Chian School Of Business

Recommendations for sustainability strategies for business have predominantly taken an individual firm level perspective. Yet, sustainability efforts are by essence collaborative and span firm level boundaries. Multiple stakeholders espousing often divergent goals need to work together over long periods on sustainability collaborations. Well recognized externalities in the firm’s economic existence need to be addressed by multiple stakeholder skill sets and are fraught with high risks and uncertainties. These are conditions ripe for syndication, as financial and corporate syndicates have demonstrated.The rules of syndication cover the structure of membership, setting of goals and objectives, governance, incentives and sharing of rewards and …

Outlet Patronage In On-The-Go Consumption: An Analysis Of Patronage Preference Drivers For Convenience Outlets Versus Traditional Retail Outlets, Raphael Heider, Sabine Benoit

Research Collection Lee Kong Chian School Of Business

This study investigates patronage preferences of consumers who purchase and consume food and beverages while they are on-the-go (on-the-go consumption). The focus is on the drivers of patronage preferences for convenience outlets versus traditional retail outlets. A literature based model of patronage preferences is developed in this paper. It is tested based on data collected from a Dutch online sample (n=669) through binary logistic regression. The results reveal that significant relationships exist between patronage preferences in on-the-go consumption and the assortment offered as well as the opportunity to consume products without effort. Moreover, significant relationships between patronage preferences and consumers' …

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

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 …

Cuing Consumerism: Situational Materialism Undermines Personal And Social Well-Bein, Monika A. Bauer, James E. B. Wilkie, Jung K. Kim, Galen V. Bodenhausen

Research Collection Lee Kong Chian School Of Business

Correlational evidence indicates that materialistic individuals experience relatively low levels of well-being. Across four experiments, we found that situational cuing can also trigger materialistic mind-sets, with similarly negative personal and social consequences. Merely viewing desirable consumer goods resulted in increases in materialistic concerns and led to heightened negative affect and reduced social involvement (Experiment 1). Framing a computer task as a “Consumer Reaction Study” led to a stronger automatic bias toward values reflecting self-enhancement, compared with framing the same task as a “Citizen Reaction Study” (Experiment 2). Consumer cues also increased competitiveness (Experiment 3) and selfishness in a water-conservation dilemma …

Teaching Public Relations To Students With A Confucian Cultural Background, Jurrien Gregor Halff

Research Collection Lee Kong Chian School Of Business

This paper explores how the Confucian cultural background of students influences their perceptions of and reaction to the dominant public relations curriculum from the ‘West’. Using focus groups of Asian students, three heuristics that affect the students’ affinity to learn public relations are identified. Instructors working with students from a Confucian cultural background are advised to incorporate these heuristics when planning their curriculum.

Pushing The Learning Curve Of Public Relations In Asia, Jurrien Gregor Halff

Research Collection Lee Kong Chian School Of Business

No abstract provided.

Preface, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

As late as 2001, Indian outward investment was less than US $1 billion. Instead, India, like all developing countries, was actively courting foreign investment into the country. By 2006, India had reached the tipping point. For the first time, Indian outward investment of US $10 billion had outstripped foreign investment into India. The spending spree continued unabated in 2007. Indian companies arranged or concluded US $21 billion in 40 foreign investment deals in January and February of 2007 alone. Moreover, Indian foreign investment in the financial year closing 31 March 2007 exceeded the cumulative total foreign investment by Indian companies …

The Competitive Dynamics Of New Dvd Releases, Anirban Mukherjee, Vrinda Kadiyali

Research Collection Lee Kong Chian School Of Business

In the U.S. motion picture industry, DVDs are increasingly a major source of revenue for moviestudios. Two important strategic decisions for DVDs are the release date and price. Industry evidencesuggests studios consider various release options as evidenced by their pre-release announcements. Whendeciding DVD release dates and prices, studios must consider the following. First, weeks of high demandpotential, increase sales. Second, intense competition in weeks of peak demand might reduce marketshare, lower margins and lead to higher costs of release. Third, deferring a DVD release (e.g. to a nonpeakdemand week) after the movie’s theatrical run reduces the potential sales of the …

Modeling Multichannel Home Video Demand In The U.S. Motion Picture Industry, Anirban Mukherjee, Vrinda Kadiyali

Research Collection Lee Kong Chian School Of Business

The U.S. motion picture industry has become increasingly reliant on posttheatrical channel profits. Two often-cited drivers of these profits are cross-channel substitution among posttheatrical channels and seasonality in consumer preferences for any movie. The authors use a differentiated products version of the multiplicative competitive interaction model to investigate these two phenomena. They estimate the model using data from 2000 and 2001 on two posttheatrical channels in the U.S. market: purchase and rental home viewing channels. Contrary to expectations based on business press commentary, after controlling for seasonality and movie attributes, the authors find low cross-channel price and availability elasticity for …

Have You Restructured For Global Success?, Nirmalya Kumar, Phanish Puranam

Research Collection Lee Kong Chian School Of Business

The organizational structures of many multinational corporations are inadequate to the task of capitalizing on opportunities in emerging markets. Locating customer-facing processes in each country-and even using transnational structures that exploit location-specific advantages-just doesn't cut it anymore. So argue Kumar and Puranam, of London Business School. The authors show how the growth of China and India as lead markets and as talent pools, coupled with advances in technology, enable companies to optimize their organizations by segmenting R&D both vertically and horizontally, thereby creating T-shaped structures.The greatest challenge of the T-shaped structure is managing integration across countries. The solution is to …

The Impact Of Brand Quality On Shareholder Wealth, Sundar G. Bharadwaj, Kapil R. Tuli, Andre Bonfer

Research Collection Lee Kong Chian School Of Business

This study examines the impact of brand quality on three components of shareholder wealth, stock returns, systematic risk and idiosyncratic risk. The study finds that brand quality enhances shareholder wealth as unanticipated changes in brand quality are positively associated with stock returns and negatively related to changes in idiosyncratic risk. However, unanticipated changes in brand quality can also erode shareholder wealth as they have a positive association with changes in systematic risk. The study introduces a contingency theory view to the marketing-finance interface by analyzing the moderating role of two factors that are widely followed by investors. The results show …

Art For Reward's Sake: Visual Art Recruits The Ventral Striatum, Simon Lacey, Henrik Hagvedt, Vanessa Patrick, Amy Anderson, Randall Stilla, Gopikrishna Deshpande, Hu Xioping, Joao Sato, Srinivas K. Reddy, Krish Sathian

Research Collection Lee Kong Chian School Of Business

A recent study showed that people evaluate products more positively when they are physically associated with art images than similar non-art images. Neuroimaging studies of visual art have investigated artistic style and esthetic preference but not brain responses attributable specifically to the artistic status of images. Here we tested the hypothesis that the artistic status of images engages reward circuitry, using event-related functional magnetic resonance imaging (fMRI) during viewing of art and non-art images matched for content. Subjects made animacy judgments in response to each image. Relative to non-art images, art images activated, on both subject- and item-wise analyses, reward-related …

The Stability Of Time- Versus Money-Based Product Evaluations, Leonard Lee, Michelle P. Lee, Gal Zauberman

Research Collection Lee Kong Chian School Of Business

Consumers constantly make product decisions involving temporal and monetary considerations. In this work, we examine how consideration of these two fundamental economic resources influences the stability of product evaluations. Results from a series of seven experiments demonstrate that, despite prior research that has shown that the valuation of time is more ambiguous and context-dependent than the valuation of money, time-based product preferences tend to be more consistent than money-based product preferences. Our findings support an affect-based account: compared to monetary considerations, temporal considerations elicit greater reliance on feelings versus analytical evaluation, which facilitates holistic judgments and promotes preference consistency. Consequently, …

On The Value Relevance Of Retailer Advertising Spending And Same-Store Sales Growth, Kapil Tuli, Anirban Mukherjee, Marnik G. 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 …

Regulatory Focus, Regulatory Fit, And The Search And Consideration Of Choice Alternatives, Michel Tuan Pham, Hannah H. Chang

Research Collection Lee Kong Chian School Of Business

This research investigates the effects of regulatory focus on alternative search and consideration set formation in consumer decision making. Results from three experiments yield two primary findings. First, promotion-focused consumers tend to search for alternatives at a more global level, whereas prevention-focused consumers tend to search for alternatives at a more local level. Second, promotionfocused consumers tend to have larger consideration sets than do preventionfocused consumers. Building on these two primary findings, it is additionally shown that whereas promotion-focused consumers attach relatively greater value to options chosen from hierarchically structured sets, prevention-focused consumers attach relatively greater value to options chosen …

Tradeoffs And Depletion In Choice, Jing Wang, Nathan Novemsky, Ravi Dhar, Roy Baumeister

Research Collection Lee Kong Chian School Of Business

Four experiments examine why choices deplete executive resources. The authors show that the resolution of trade-offs is a driver of depletion effects arising from choice, and the larger the trade-offs, the greater is the depletion effect. The authors also find that choice difficulty not related to trade-offs does not influence the depleting effect of the choices. Finally, the authors find that though people can intuit some depletion effects, they do not intuit that choices or trade-offs within choices might be depleting and therefore fail to predict that larger trade-offs are more depleting.

Characteristics Of Services: A New Approach Uncovers Their Value, Sabine Moeller

Research Collection Lee Kong Chian School Of Business

Purpose: Four characteristics have been regularly applied to services: intangibility, heterogeneity, inseparability, perishability (IHIP). More and more exceptions occur which have resulted in substantial criticism. This paper aims to show that each characteristic is valid and useful when related to an individual aspect of services instead of being assigned to services as a single entity. Design/methodology/approach: Based on customer integration, a framework (FTU framework) and a resource typology are developed. These approaches are the theoretical foundation of the analysis. Findings: The FTU framework and a resource typology reveal different aspects of services and allow the assignment of the IHIP characteristics …

The Upstart's Assault, Marco Bertini, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

The article presents a fictional case study that focuses on how to manage competition in the telecommunication services industry. The issue is that one company could lose customers and market share because another company is offering free broadband. Georg Tacke, co-chief executive officer of Simon-Kucher & Partners company, and Anne Gro Gulla, a branding director at Telenor Group company, offer their views on how to respond to a competitive attack without causing a price war.

Mir Talks To Vinita Bali, Managing Director And Ceo Of Britannia Industries, Srinivas K. Reddy

Research Collection Lee Kong Chian School Of Business

Today we live in a truly global economy, no matter whether we talk about goods, services or manpower. Whereas economic growth rates in Europe and North America remain moderate, many Asian countries are booming despite last year´s economic downturn. This is reason enough for MIR to take a closer look at one of the rising stars: India. In June 2010, MIR talked to Vinita Bali, one of the few female CEOs of leading companies, who has worked in influential marketing positions on five continents. In describing how Britannia, one of the most famous Indian brands, handles everyday business and marketing …

The Theoretical Underpinnings Of Emotional Dissonance: A Framework And Analysis Of Propositions, Brendan Phillips, Tsu Wee, Thomas Tan, Craig Julian

Research Collection Lee Kong Chian School Of Business

Purpose

The research objective of this paper is to study the broad context of emotional labor and dissonance and its importance to service marketing. This knowledge would provide a better understanding of the factors that contribute to job performance and job satisfaction amongst high contact service workers.

Design/methodology/approach

A literature review is used to define and set out the main conceptual framework and propositions for further research.

Findings

Three key hypotheses divided into six sub parts are set out to test the relationships between emotional dissonance and customer orientation, job satisfaction and performance.

Research limitations/implications

The study should be extended …

Sourcing Reform Competency And Effective Collaboration: A Resource Based View, Sudhi Seshadri

Research Collection Lee Kong Chian School Of Business

Firms in the Asia Pacific region are rapidly globalizing their sourcing processes and effective collaboration with suppliers across borders is necessary for superior sourcing performance. Recent work in Resource Based View calls for business process level research into the resource-performance link and for survey research into global sourcing. We report on a survey research study with managers in the region, and develop measures that link practices to the goals of De-Constraining, Re-Branding and Re-Optimizing. We develop a model and test hypotheses based on predictions of RBV. We find that a latent sourcing resource Reform Competency is positively associated with these …

Disambiguating The Role Of Ambiguity In Perceptual Assimilation And Contrast Effects, Michelle P. Lee, Kwanho Suk

Research Collection Lee Kong Chian School Of Business

We examine how perceptions of a product are affected by the presence of extreme exemplars and find that ambiguity of the product is an important moderator. When the target is a novel one, perceptions assimilate to the context, whereas when it is highly familiar, perceptions are immune to the influence of context. This is as predicted by the interpretation-comparison model. Contrary to this model, however, we find that effects on perceptions are not always assimilative in nature. When product ambiguity falls between the extremes of novel and highly familiar, a contrast effect in perception can occur. This is consistent with …

An Investigation Of Value Updating Bidders In Simultaneous Online Art Auctions, Mayukh Dass, Lynne Seymour, Srinivas K. Reddy

Research Collection Lee Kong Chian School Of Business

Simultaneous online auctions, in which the auction of all items being sold starts at the same time and ends at the same time, are becoming popular especially in selling items such as collectables and art pieces. In this paper, we analyze the characteristics of bidders (Reactors) in simultaneous auctions who update their pre-auction value of an item in the presence of influencing bidders (Influencers). We represent an auction as a network of bidders where the nodes represent the bidders participating in the auction and the ties between them represent an Influencer?Reactor relationship. We further develop a random effects bilinear model …