Advergames are generally believed to be an effective advertising format due to their gamified and engaging nature. The empirical evidence for this, however, is inconclusive, with several studies ...reporting nonsignificant or contradicting results. The current study aimed to address this research gap by providing a meta-analysis of five advergame effects (i.e., ad attitude, memory, persuasion, choice behavior, persuasion knowledge). A systematic search procedure was used and 38 relevant data sets were identified. The results indicate that, generally, (1) consumers have a more positive attitude toward advergames than other types of advertising; (2) brand and product information seems less likely to be remembered by consumers when it is communicated via an advergame versus different types of advertising; (3) advergames seem to be persuasive and (4) drivers of choice behavior; and (5) compared to other types of advertising, advergames are less likely to be recognized as advertising; finally, a metaregression model showed that (6) consumers' age mitigates the persuasiveness of advergames, meaning that younger consumers seem more susceptible to the persuasive effect of advergames than older consumers are.
We present qualitative and quantitative analysis of the trace elements present in different brands of tobacco available in Pakistan using laser induced breakdown spectroscopy (LIBS) and Laser ...ablation Time of Flight Mass Spectrometer (LA-TOFMS). The compositional analysis using the calibration free LIBS technique is based on the observed emission spectra of the laser produced plasma plume whereas the elemental composition analysis using LA-TOFMS is based on the mass spectra of the ions produced by laser ablation. The optical emission spectra of these samples contain spectral lines of calcium, magnesium, sodium, potassium, silicon, strontium, barium, lithium and aluminum with varying intensities. The corresponding mass spectra of the elements were detected in LA-TOF-MS with their composition concentration. The analysis of different brands of cigarettes demonstrates that LIBS coupled with a LA-TOF-MS is a powerful technique for the elemental analysis of the trace elements in any solid sample.
•Elemental analysis of 13 different brands of Cigarettes in Pakistan.•Laser Induced Breakdown Spectroscopic technique•Laser-ablation Time of Flight Mass spectrometric analysis.
Research Summary
While revenue models are strategically important, research is incomplete. Thus, we ask: “What is the optimal choice of revenue model?” Using a novel theory‐building method combining ...machine learning and multi‐case theory building, we unpack optimal revenue model choice for a wide range of products on the App Store. Our primary theoretical contribution is a framework of high‐performing revenue model‐activity system configurations. Our core insight is the fit between value capture (revenue models) and value creation (activities) at the heart of successful business models. Contrastingly, low‐performing products avoid complex value capture (i.e., freemium) and misunderstand value creation (e.g., overweight effort). Overall, we contribute a theoretically accurate and empirically grounded view of successful business models using a pioneering method for theory building using large, quantitative data sets.
Managerial Summary
Revenue models are critical for product performance. Yet, the high‐performing choice is often unclear. We combine machine learning with multiple‐case deep‐dives to unpack optimal revenue model choice for a wide range of products on the App Store, a significant setting in the digital economy. Our primary insight is that high‐performing products fit value capture (revenue models) and value creation (activity systems) to form coherent business models. Contrastingly, low‐performing products avoid complex value capture (i.e., freemium) and misunderstand value creation (e.g., overweight effort and price). We also identify the importance of user resources, marketing, offline brand, and product complexity for specific revenue models. Overall, we contribute a framework for the optimal choice of revenue model and spotlight the revenue model‐activity system configurations of successful business models.
Social media influencers (SMIs) have become an efficient advertising tool. However, their roles vis-à-vis the brands for which they advertise are changing. Far from being just simple promoters ...anymore they now take active part in both the product and communications development of firms. Yet in advertising research, a discussion of these new roles is absent. This article, therefore, seeks to categorize the roles influencers play in advertising collaborations by means of an empirical typology. In a netnographic study, we investigate the posts of 21 fashion influencers over a period of three years and find three main roles (spokesperson, cocreator, or co-owner) and eight subroles (for spokesperson: billboard, stylist, and ambassador; for cocreator: consultant and codesigner; for co-owner: sole proprietor, facilitator, and partner) that influencers take on in relation to brands. We contribute to theory on influencer marketing by conceptualizing influencer roles in advertising collaborations as well as categorizing these roles, thus allowing future researchers to use our typology as a conceptual foundation. Another contribution is the insight into how the dynamics of control over product and communication creation is evolving in influencer collaborations.
Cultivating Service Brand Equity Berry, Leonard L
Journal of the Academy of Marketing Science,
2000, Letnik:
28, Številka:
1
Journal Article
Recenzirano
In packaged goods, the product is the primary brand. However, with services, the company is the primary brand. This study, based on primary research with 14 mature, high-performance service ...companies, makes a case for service branding as a cornerstone of services marketing for today and tomorrow. The study presents a service-branding model that underscores the salient role of customers' service experiences in brand formation. Four primary strategies that excellent service firms use to cultivate brand equity are discussed and illustrated. Branding is not just for tangible goods; it is a principal success driver for service organizations as well.
In a gradually more hypercompetitive global tourism arena, destination marketers are increasingly seeking effective ways to promote places through appealing place brand messages. Local residents can ...be valuable ambassadors for the place, as well as co-creators of place-related brand communication. However, research focusing on place advertising from the residents' perspective is scant. To address this gap, this work identifies three main antecedents of residents' intention to share a place brand message online: place attachment, place ad-brand congruity, and self-expressiveness. A model is developed and tested on a sample of current and former residents of a Swedish city. Structural equation model results support that these antecedents have a positive influence on current as well as former residents' intention to share a place brand ad online. Place attachment also has a significant indirect influence on intention to share, with place ad-brand congruity and self-expressiveness as partial mediators. Furthermore, place ad-brand congruity partially mediates the relationship between place attachment and self-expressiveness.
We explain why the line between dynamic and operational (or ordinary) capabilities is unavoidably blurry, draw implications for capabilities that promote economically important but seemingly gradual ...change, and provide recommendations for future research that takes these issues into account.
The big data of user-generated content (UGC) on social media are laden with potential value for brand managers. However, there are many obstacles to using big data to answer brand-management ...questions. This article presents a framework that automatically derives latent brand topics and classifies brand sentiments. It applies text mining with latent Dirichlet allocation (LDA) and sentiment analysis on 1.7 million unique tweets for 20 brands across five industries: fast food, department store, footwear, electronics, and telecommunications. The framework is used to explore four brand-related questions on Twitter. There are three main findings. First, product, service, and promotions are the dominant topics of interest when consumers interact with brands on Twitter. Second, consumer sentiments toward brands vary within and across industries. Third, separate company-specific analyses of positive and negative tweets generate a more accurate understanding of Twitter users' major brand topics and sentiments. Our findings provide brand managers with actionable insights in targeted advertising, social customer relationship management (CRM), and brand management.
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