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RISS 인기검색어
- 검색키워드
- 저자 : Brian ‘t Hart (검색결과 4 건)
- 무료
- 기관 내 무료
- 유료
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THE ADVERTISING APPEAL OF GENUINUITY
Brian ‘t Hart,Min Teah 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
This research aims to provide a conceptual framework to explore how consumers respond to genuinuity claims made by organisations and how it affects perceptions towards the brand. Further, this proposal explores the influence of brand familiarity and inferences of manipulative intent on consumer’s cognition of the genuine claim. The Affect Transfer Hypothesis, Dual Mediation Hypothesis, Independent Influence Hypothesis and Reciprocal Mediation Hypothesis Models are tested parallel to determine the most effective model in line with previous studies. A total of 12 studies have been designed, comparing across 4 different levels of genuinuity, and 3 different product categories (luxury car brands, luxury hotels & spa resorts). A self-administered survey will be used while collecting data using panel data and mall intercept to ensure the ecological validity of the study. The study contributes conceptually by proposing a conceptual definition for genuinuity appeals. It contributes methodologically in its development of a brand genuinuity scale. Finally, the study will contribute managerially by providing practitioners, policy makers and firms with new ways to distinguish themselves as genuine amongst the clutter of unsubstantiated claims and to change consumer’s perceptions of industries such as banks which are renowned for unsubstantiated claims.
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THE ADVERTISING APPEAL OF GENUINUITY
Brian ‘t Hart,Ian Phau,Min Teah,Isaac Cheah 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
This research aims to provide a conceptual framework to explore how consumers respond to genuinuity claims made by organisations and how it affects perceptions towards the brand. Further, this proposal explores the influence of brand familiarity and inferences of manipulative intent on consumer’s cognition of the genuine claim. The Affect Transfer Hypothesis, Dual Mediation Hypothesis, Independent Influence Hypothesis and Reciprocal Mediation Hypothesis Models are tested parallel to determine the most effective model in line with previous studies. A total of 12 studies have been designed, comparing across 4 different levels of genuinuity, and 3 different product categories (luxury car brands, luxury hotels & spa resorts). A self-administered survey will be used while collecting data using panel data and mall intercept to ensure the ecological validity of the study. The study contributes conceptually by proposing a conceptual definition for genuinuity appeals. It contributes methodologically in its development of a brand genuinuity scale. Finally, the study will contribute managerially by providing practitioners, policy makers and firms with new ways to distinguish themselves as genuine amongst the clutter of unsubstantiated claims and to change consumer’s perceptions of industries such as banks which are renowned for unsubstantiated claims.
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Saadia Shabnam,Aziemah Othman,Graham Ferguson,Brian T. Hart 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
The Net Promotor Score (NPS) is one of the most well-known metrics for measuring customer loyalty. Originally designed by Reichheld (2003), the measure asks participants to rate their likelihood to recommend the brand on a scale of 0-10, after which respondents are placed into a ‘detractors’ group, ‘passive’ group or ‘promotors’ group. While the measure has attracted much attention due to its simplicity and ease of use, there has equally been much criticism of its reliability, nomological validity and how it is connected to business outcomes. Therefore, the current study aims to understand whether the NPS can be used to identify brand advocacy, and secondly, does the NPS work in a care-based, low switching service context. The study included three unique contexts: at home care, residential care and disability care. In total, there were 611 participants, all of which were based in Australia. A questionnaire was developed and administered to each group and included both quantitative and qualitative questions to understand the consumer experience. The findings supported NPS as an effective metric in a care-based, low-switching context for identifying positive customer advocacy. The implication is that the NPS can be used to track organizational performance; and the extended NPS allows organizations to understand and encourage (address) positive (negative) advocacy. In addition, suggestions for an ‘earned advocacy score’ were provided which may offer a more effective way of understanding consumer experience, while providing clearer, more detailed and more actionable data. The current study provides much needed insight for brand and care organizations to understand how the NPS might be used effectively to facilitate better brand outcomes.
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