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A group of researchers offer a proposal for a relational engagement approach to doing research with high impact that works with external stakeholders in a process of co-learning. A franchisee's compliance depends on the joint impact of its franchisor's efforts to manage it and its franchise contract. A team of researchers from the University of Kentucky and University of South Carolina find that the brand’s structural position impacts the time taken by firms to recall when faced with severe problems. While brand’s reputation for reliability and recent recall intensity shortens the time to call, brand diversification increases the time to recall. Researchers at Cornell University or University of Southern California show that consumers enjoy ongoing and remembered consumption experiences (e.g., a vacation, watching a movie, playing a video game) more when they do (vs. do not) savor it before it happens. We analyze the relationship between a brand's quality image and its propensity to offer a wider product line, starting from a relatively stripped-down base model to a more feature-rich model, and show that higher quality brands tend to offer narrower product lines loaded with standard features. This research examines consumers' price sensitivity due to their local vs. global identity, by finding consumers with an accessible local (vs. global) identity are less price sensitive and more tolerant of price increase for not only local products, but also products with ambiguous origin. This meta-analysis tests the service–profit chain, identifies additional mechanisms that link internal service quality and firm performance, and challenges the implicit SPC rationale that firms should always maximize employee satisfaction and external service quality to optimize performance.
This article investigates online relationship formation, performance paoyffs that result from different types of relationships, and the most effective relationship-building strategies. The equity of consumer product brands in the hearts and minds of consumers carries over into equity in the marketplace and in doing so results in a better response to the brand's marketing activity. While some ads go “viral,” their value to the brand is limited if they do not improve brand evaluation and purchase. ds with emotional appeals (i.e., those that use drama, mood, music and other emotion-eliciting strategies) are more likely to be shared than informative appeals. Emotional appeals that make the brand integral boost shares while also bolstering brand related outcome. Scholars have identified a new method to recover the importance of relationships in social networks (i.e., Facebook, Twitter, LinkedIn etc.), helping to understand the spread of information in diffusion processes and viral marketing. This article investigates how intra-year category demand cycles affect advertising and pricing effectiveness and actions, and shows that consumers in general are more responsive to advertising but less to price decreases at demand peaks, while brands in general increase their advertising at peaks. We examine the influence of CEOs’ political ideologies on firms’ innovation propensity. CEOs’ degree of political liberalism is found to positively impact firms’ rate of new product introductions.This impact is weakened, however, when CEOs have low power and high equity-pay ratios. We highlight the value of relational overlap (IO) in the acquisition context and highlight that (unlike IO that help acquisitions) relational overlap (RO) hurts acquisition performance, suggesting that firms should consider overlaps across both resources in their acquisition decisions. Facebook pages can influence offline customer behavior when used as a platform for traditional advertising.
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