...evaluation mechanisms, namely the approach of perceptual congruence and group approach. Both approaches have dominated the literature on brand extension through concepts such as similarity, the fit or typicality and have been used to explain the causes of success and failure of specific extensions. However, these approaches have certain shortcomings that limit their use and that lead us to think of new research avenues for a better explanation of the evaluation of brand extension. Contents (100 words) Executive summary 1 List of Figures 2 I. Introduction 3 II. The brand extension strategy 3 III. Descriptive methods to the evaluation of brand extension 6 1. The approach to perceptual congruence 6 a) The role of the similarity in the evaluation of the brand extension 6 b) The role of perceptual coherence (fit) 7 2. The limits of perceptual congruence 12 a) The operationalization of perceptual congruence 12 b) The evaluation of the extension and the transfer of attributes 13 c) Extension and competitive perspective 13 3. The categorical approach 14 IV. Conclusion 16 References 17 List of Figures (62 words) Figure 1: Classification of types of extension 4 Figure 2: Assessment of brand extension according to the similarity between the product categories 7 Figure 3: Evaluation of...
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...of Business Administration (IBA)/Director General, Gujranwala Campus, University of the Punjab, Lahore (Pakistan) 2 Senior Research Officer, COMSATS Institute of Information Technology (CIIT), Lahore Campus (Pakistan) 3 MBA Scholar (IBA, University of the Punjab), Lecturer, Punjab Group of Colleges ABSTRACT Strategic role of brand image has been proven in extensive literature as it is considered as distinct component in designing the marketing mix to building sustainable competitive edge. So, this paper presents divergent perspectives defining the brand image concept and concluding the debate about its multidimensionality. Five major clusters of definitions of brand image construct are observed such as generic definitions, meanings/messages, symbolic definitions, personality based definitions and cognitive/psychological definitions. Another important milestone in the evolution of brand image is the theory behind the concept of brand positioning. Brand Image is a multi dimensional construct that is triggered by cognitions, emotions, symbols, values and attitudes of consumers. However, many researchers measured it as uni-dimensional construct. Initially benefits based dimensionality was used to measure brand image (Park, 1986). Later, associative network model was used to measure brand image. Researchers advanced functional, symbolic, experiential, affective, economic, social, personality, self-esteem, corporate and utilitarian dimensions which could be summarized as dual model...
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...Composed & Solved Laiba Butt VuAskari Team www.vuaskari.com STA630 Subjective Solved By Laiba Butt Question No: 37 ( Marks: 5 ) What is personal interviewing, how it can be conducted and at which places? Personal Interviewing A personal interview (i.e. face to face communication) is a two way conversation initiated by an interviewer to obtain information from a respondent. The differences in the roles of the interviewer and the respondent are pronounced. They are typically strangers, and the interviewer generally controls the topics and patterns of discussion. The consequences of the event are usually insignificant for the respondent. The respondent is asked to provide information and has little hope of receiving any immediate or direct benefit from this cooperation. Personal interviews may take place in a factory, in a homeowner’s doorway, in an executive’s office, in a shopping mall, or in other settings. Question No: 35 ( Marks: 3 ) Why preliminary notification is essential in self administered questionnaire? Response rate of self administered questionnaires is low. preliminary notification is essential in self administered questionnaire because it will increase the response rate due to the following reasons. • • • Preparing the respondent through advance notice through letter/telephone. Notify closer to the questionnaire mailing time. Depends upon the infrastructure, nature of study, and the type of respondents. Question No: 37 ( Marks: 5 ) "Because literature survey is...
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...Tijdschrift voor Econoniie e n M a n a g e m e n t Vol. XLI, 4, 1996 A Review of Brand-Loyalty Measures in Marketing by M. MELLENS", M. G. DEIh;ircs. iriight ;-',ISbe easier 2 to zhoose the right decision unit (condition d). They are usualiy based on surveys, and it may be possible to get data from the decision maker rather than the puxchaser by asking questions 410 the righe individual, Finakiy, they give insight into the rnoiivations for the corrsr~mer's cinoice behaviur, and these mativations are less ~ri:eiy to be influenced by random short-run fluctuations: Hoy:ex~er> attitu.dfl:ii measgrcs mqi net be scc-rafe rep;eselltaticn of ~eaiily they are nstbbasea on actual prrrrcmses. A consu-as mer ma.y r~~tionalize choice when questioned by ths researcher, and his make up a~ zvaluaticjn of brands even when no explici! evaluation is made in r e d shopping siiuarions. Moreoverj other variables t h a ~ attitudes are I~aown inRuence actxai purchases. For example. an Into tchwards Porsclle, but still not dividual n a y have a favo.=sbleattit~ade buy it due to hudget .;onsrr:iii~rs. Xenze, the validiijl of attitiid'l~~al q ~ v measures depends on the strength of the attitude-behavior relationship. Furthermore, attituclinal measures are often based on data observed at a sing12 point in time. Their incideiltal n a b r e might be attenuated by collecting attitudillal data on a longitudinal basis, but the costs in doing so may quickly become prohibitive. I~:cii1)r'dzrn!-cirit...
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...Essays on Service Improvisation Competence: Empirical Evidence from The Hospitality Industry A Dissertation Presented to the Graduate School of Clemson University In Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy Management by Enrico Secchi August 2012 Accepted by: Dr. Aleda V. Roth, Committee Chair Dr. Thomas A. Mroz Dr. Gulru Ozkan Dr. Rohit Verma Abstract This dissertation explores the service design antecedents and the performance outcomes of Service Improvisation Competence (Serv–IC)—the ability of service employees to deviate from established processes and routines in order to timely respond to unexpected events, using available resources. Service operations and strategy research have strongly highlighted the importance of possessing flexibility in order to face the uncertainty derived from the interaction with the external environment (Tansik and Chase 1988, Eisenhardt and Tabrizi 1995, Brown and Eisenhardt 1998, Frei et al. 1999, Menor et al. 2001, Frei 2006). An important component of the ability of service firms to adapt to customer requests, expectations, and needs rests in the systemic ability of frontline employees to creatively adapt to the challenges posed by the constant struggle to satisfy customers. This dissertation is composed of three essays. In Essay 1, we build the theoretical framework necessary to advance a theory of Service Improvisation Competence, and we propose a nomological network that links service delivery...
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...those areas? Lay out the components of the Runkel and McGrath (1972) Research Cycle and the Martin (1982) Garbage Can Model of the research process. What are the aims of either approach? What assumptions does each approach make? What basic themes does each approach emphasize? What kinds of constraints on the process of doing research does each approach highlight? How are the two approaches alike and different in other ways? What are the likely pitfalls of viewing the research process from only one of these two viewpoints? Define (and discuss important features or issues concerning) the following constructs of Philosophy and Logic of Science. (Define any four terms). 1. Null hypothesis 3. Paradigm 4. Independent variable 5. Operational definition 6. Nomological network 8. The fallacy of affirming the consequent 9. Theory 2. Logical empiricism (positivism) 7. Modus tollens A4. Organizational Studies may be described as either a basic or an applied discipline. From your point of view, is Organizational Studies a basic discipline or an applied discipline, or both? What should it be? When answering this question, be sure to define distinctions between these two types of disciplines. Provide evidence from the...
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...Consumer behaviour in the travel industry “What motivates university students to book their travel itinerary online?” 25 November 2014 Management Summary Due to the rise of information technology and especially the Internet, the tourism industry has altered tremendously. Nowadays, signifcantly more consumers, especially young, self-determing, brand loyal and price sensible consumers, prefer to book their travels online instead of visiting a travel agency. However, it is currently unknown which factors are of influence on the intention of booking a trip online. Therefore, the following main problems of issue has been investigated: “Which factors influence the intention of students to purchase travels via online channels? And what is the mediating effect of perceived value of an online service on the relationship between price and students’ online purchase intentions?” The literature study examined several contemporary scientific theories with respect to students’ online purchase intention, and found that preceived value could potentially serve as an mediator on the relationship between price and consumers’ online purchase intentions. Furthermore, trust, convenience, web-design, reference groups, and promotion, are found to be also of influence on the consumers, online purchase intentions. Based on these relations found in the literature study, the conceptual model (i.e. descriptive representation) and hypothesis were developed. Based on the conceptual model a...
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...Ps" of marketing: Product, Price, Place (location) and Promotion. As a social research method, it typically involves the construction of questionnaires and scales. People who respond (respondents) are asked to complete the survey. Marketers use the information so obtained to understand the needs of individuals in the marketplace, and to create strategies and marketing plans. Contents [hide] • 1 Scope and requirements • 2 Typical general procedure • 3 Statistical analysis o 3.1 Reliability and validity o 3.2 Types of errors • 4 See also • 5 List of related topics • 6 References [edit] Scope and requirements This section is empty. You can help by adding to it. (July 2010) [edit] Typical general procedure Simply, there are five major and important steps involved in the research process: 1. Defining the Problem. 2. Research Design. 3. Data Collection. 4. Analysis. 5. Report Writing & presentation. A brief discussion on these steps is: 1. Problem audit and problem definition - What is the problem? What are the various aspects of the problem? What information is needed? 2. Conceptualization and operationalization - How exactly do we define the concepts involved? How do we translate these concepts into observable and measurable behaviours? 3. Hypothesis specification - What claim(s) do we want to test? 4. Research design specification - What type of methodology to use? - examples: questionnaire, survey 5. Question specification - What questions to ask...
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...outcomes in most instances rely on the possibility of implementing the appropriate business strategy from which a baseline is derived to attain the set goals and objectives through systematic planning, execution, and review. Imperatively, the current world economy is directed by the evolving market dynamics. Currently, Whole Foods Market is regarded as the most prolific and reputable organization in the global industry. For Whole Foods Markets to achieve goals and objectives set by the top management through the implementation of top quality strategies instituted to steer the organization to new heights. However, with many prolific organizations as with Whole Foods Markets, challenges are not unavoidable and quite inevitable. Whole Foods Markets have encountered numerous challenges that have impacted the organization’s ability to achieve its postulated projections as depicted by the current higher rates of competition within the natural food industry, a fledgling economy and the inherent problem of identifying and acquisition of business locations (Thompson, 2012). Consequently, Whole Foods Markets have come up with strategic measures to mitigate challenges that emerge simultaneously with the subsequent changes in the society. As a result, to prevent being a victim to the challenges facing the industry, Whole Foods Markets have decided to focus on the implementation of various strategies involving environmental responsiveness, devotion to the surrounding community while adhering...
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...their domestic markets, but suddenly opt for rapid internation- alization (see e.g., Bell, McNaughton, & Young, 2001). The main driving forces for the existence of these new types of companies are (see Knight & Cavusgil, 1996; Madsen & Servais, 1997; Rialp, Rialp, & Knight, 2005): (1) the increasing role of niche markets, (2) the advances in process technology, (3) the advances in communication technology, (4) the inherent advances of small companies, (5) the means of internationalization that have become more accessible to all firms and increasing support ac- tivities for the greater international contacts and cooperation, and (6) the increasing amounts and use of international networks. Looking at the operational definitions used in various studies focusing on the born globals, several reviews indicate clearly that there has been a lot of...
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...A Study of Alienation among Knowledge Workers Submission of Thesis Proposal Nisha Nair Doctoral candidate Organizational Behavior Area Indian Institute of Management, Ahmedabad (IIMA) India Email: nishan@iimahd.ernet.in Telephone +91-79-6632-6216 Mobile: +91-9327309000 Advisor Information Dr. Neharika Vohra Organizational Behavior Area Indian Institute of Management, Ahmedabad (IIMA) ‘The hidden conflict between the knowledge workers view of himself as a professional and the social reality in which he is the upgraded well paid successor to the skilled worker of yesterday, underlies the disenchantment of so many highly educated young people with the jobs available to them’ - (Drucker, 1969, p 259) Knowledge workers (KWs) are thought to be the engines of growth of the new economy (Yigitcanlar, Baum & Horton, 2007) and the key strategic and competitive resources of today’s organizations (O’Neill & Adya, 2007). Considerable attention has been directed to the analysis of knowledge work and knowledge intensive firms in recent years (Alvesson, 1995, 2001; Burton-Jones, 1999; Donnelly, 2006; Swan & Scarborough, 2001). Because of the emphasis on human capital in knowledge-intensive firms (Edvinsson & Malone, 1997), where tacit knowledge residing within workers is the chief asset of the organization, it has become imperative to retain KWs and ensure their continued commitment to the organization. Davenport et al. (2002) observe that companies cannot...
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...Corporate Reputation Review Volume 12 Number 4 A Systematic Review of the Corporate Reputation Literature: Definition, Measurement, and Theory Kent Walker Asper School of Business, University of Manitoba, Winnipeg, Manitoba, Canada ABSTRACT A systematic review of the corporate reputation literature is conducted. The final sample of 54 articles (and one book) consists of well-cited papers, and papers in journals that have published high quality work in corporate reputation. The sample is then analyzed and the three fundamental problems in the reputation literature are addressed – the need for a comprehensive and well-accepted definition, the difficulty in operationalizing corporate reputation, and the ongoing need for more developed theory. Two main findings evolve from this analysis: (1) reputation may have different dimensions and is issue specific, and (2) different stakeholder groups may have different perceptions of corporate reputations. The implications for future research are discussed. Corporate Reputation Review (2010) 12, 357–387. doi:10.1057/crr.2009.26 KEYWORDS: corporate reputation; definition; operationalization; organizational identity; organizational image; systematic review INTRODUCTION There are many reasons why organizations and researchers should care about corporate reputation. The relationship between reputation and a sustained competitive advantage is widely acknowledged in the literature (eg, Fombrun and Shanley, 1990; Fombrun, 1996;...
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...CONSUMER MARKET RESEARCH:- Consumer marketing research is a type of sociology (applied) that has its main focus on the preferences, attitude and behaviour of consumers in a competitive economy. The main objective is to understand the effectiveness and success levels of pull-marketing campaigns. Consumer marketing research is also known as the systematic identification, analysis, collection and distribution of information mainly for the purpose of helping the management in decision making process related to the classification and solution of prospects and problems in marketing. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behaviour. Assess of consumers (prospective and existing)can be done with consumer market research from Informatics Outsourcing. Consumer market research can help in the quests of, * Gathering market information regarding opinions and trends * Acquiring information on consumer behaviour * Measure the interest levels in new products and service offerings * Generating a list of potential new customers Consumer marketing research is also a Part of market research in which the preferences, motivations, and buying behavior of the targeted customer are identified through direct observation, mail surveys, telephone or face to face interviews, and from published sources (such as demographic data). Business to business market research Business to business (B2B) research is...
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....................................... 1 INTRODUCTION ........................................................................................................ 1 Background and Purpose of the Study...................................................................... 3 Statement of the Problem .......................................................................................... 6 Significance of the Study ........................................................................................... 7 Limitations ................................................................................................................ 8 Background of the Field Setting ............................................................................. 10 Definition of Terms ................................................................................................. 12 Summary ................................................................................................................. 13 Chapter 2......................................................................................................................... 14 REVIEW OF LITERATURE AND HYPOTHESES................................................. 14 Historical Perspective – Emotion and Intelligence ................................................ 14 Does Emotional Intelligence Exist?.................................................................... 17 Emotion and Human Resource Development...
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...A Handbook on Thesis Writing 1 BASICS OF THESIS WRITING Thesis Writing is a requirement for graduating students particularly those who opted for Plan A (Thesis) instead of a comprehensive examination. This book focuses on the mechanics on how to develop a thesis and is made simple for easy understanding of the processes. Many students are confronted with tasks that demand good writing skills. They need guidance on how to go about the complex job of writing a thesis or dissertation. This book will therefore serve as a guide. Thesis Writing is subsumed under Technical Writing. All professional fields require technical documents that help readers perform tasks and understand specific tasks. As mentioned by some authors, thesis is classified under technical writing as it provides vital information to specific readers. Technical Writing refers to the provision of specific information to clearly identified readers who will use the information for a specific purpose. KEY FEATURES OF TECHNICAL WRITING Three Elements of Technical Writing. The elements are reader, purpose and writing situation. The reader seeks information for a specific purpose. The purpose is to design a document that will serve the reader's need and help the reader understand the information. The writing situation consist of both reader and purpose, as well as such factors such as the sponsoring organization's size, budget, ethics, deadlines, policies, competition and priorities. Three General Stages of Technical...
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