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Clarinda Rodrigues,Paula Rodrigues,Sonyia Billore,Oda Tetsuhisa 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
In recent years brands have come under the spotlight for delivering unique and authentic brand experiences. Consumers find themselves looking for brands that add experiential value to their daily life, from a sensory, behavioral, intellectual and relational perspective (Brakus et al., 2009). Moreover, there is a growing demand for brands that are able to deliver their brand promise authentically (Morhart et al., 2015; Schallehn et al., 2014). On this background, our research was conducted in order to examine the role of brand experience and brand authenticity in generating brand love. In addressing this issue, the present study attempts to perform a test on research hypotheses by empirically validating the proposed conceptual model in a cross-country context (Japan and Portugal) for the brands Apple and Samsung. Additionally, it analyses the moderating effect of self-authenticity in relation to brand experience and brand authenticity. Data collection was done using a structured questionnaire to final consumers, who are owners of Apple and Samsung devices. A total of 574 valid questionnaires were collected regarding Apple brand (Japan = 300; Portugal = 274). Following the testing of the structural equation model, results demonstrate the correlation between brand authenticity and brand experience and show that the greater the self-authenticity, the higher is the effect of brand authenticity on brand love. It is worth noting however that the direct and moderating effects are different for Apple and Samsung in Japan and Portugal. This accounts for the cultural differences in how consumers perceive the experiential and authentic brand value propositions and how they relate emotionally to brands. Our study also provides important managerial implications by helping brand managers to understand how to drive passionate and intense feelings towards brands and to target consumers who are looking for compelling, meaningful and authentic brand experiences.
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M-type smoothing spline estimators for principal functions
Lee, S.,Shin, H.,Billor, N. North-Holland Pub. Co ; Elsevier Science Ltd 2013 Computational statistics & data analysis Vol.66 No.-
We propose a robust method for estimating principal functions based on MM estimation. Specifically, we formulate functional principal component analysis into alternating penalized M-regression with a bounded loss function. The resulting principal functions are given as M-type smoothing spline estimators. Using the properties of a natural cubic spline, we develop a fast computation algorithm even for long and dense functional data. The proposed method is efficient in that the maximal information from whole observed curve is retained since it partly downweighs abnormally observed individual measurements in a single curve rather than removing or downweighing a whole curve. We demonstrate the performance of the proposed method on simulated and real data and compare it with the conventional functional principal component analysis and other robust functional principal component analysis techniques.
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