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COLOGNE BRAND PREFERENCES OF TEENAGERS IN THE PHILIPPINES: MANAGERIAL IMPLICATIONS
Roderick V. Ramirez,Jeanette Angeline B. Madamba,Reynaldo L. Tan 강원대학교 경영경제연구소 2015 Asia-Pacific Journal of Business Vol.6 No.2
Studies focusing on the constantly changing buying behavior and product preferences of abooming teen market are rare and this is particularly true in the Philippines. To address thisgap in the literature, this study focused on the supermarket brands of cologne preferred byteens in the Philippines such as Lewis & Pearl (L&P), Johnson’s Baby Cologne, Juicy,Bench, Ellips, Fiona, Bambini and Baby Flo which are manufactured by various competingcompanies. Essentially, this study presented and described the profile and buying behavior ofcologne users and non-cologne users and determined whether preferential differences existedbetween these brands. The respondents consisted of 473 teens all over the Philippinesstratified in terms of general location via the three major groups of islands in the Philippines: Luzon, Visayas and Mindanao. Respondents came from selected schools inQuezon City in Metro Manila, Sariaya in Quezon Province, Cebu City, and Digos City torepresent the Greater Metro Manila Area, Luzon, Visayas and Mindanao, respectively. Findings showed that almost all of the respondents used cologne at varying degrees. Ingeneral, teens use several scents and brands of cologne and continually shift from onescent/brand to another scent/brand. This made it difficult for any company to capture loyalconsumers. The most popular brands used by teenagers were Bench (61.7%), Lewis andPearl (59%), Juicy (42%), Afficionado (32%), Fiona (19.3%), Penshoppe (18%), Bambini(12.6%), Ellips (11.3%) and Zen Zest (7.5%). Fragrance or scent is the top priority ofteenagers in choosing a cologne brand, followed by brand name, affordability, bottle designand endorser. The spray bottle type of colognes is preferred even if cologne spray bottlesare priced higher than the splash cologne bottle type. Managerial implications of thesefindings for market players, marketing scholars and prospective investors are presented.
Screams in the Dark : The Odyssey of a Betrayed Knight (Experiences of Sexually Abused Males)
Roderick Rigor Ortega,Ma. Diana Pauline T. Aleta,Arman A. Bantasan,Julie Ann Marie B. Cardenas,Angeline Joy C. Cruz,Marycar Hope C. Dela Cruz,Roanne J Dominhguez,Shermaine S Drequito,Charles Joseph C. 한국간호과학회 2011 한국간호과학회 학술대회 Vol.2011 No.10
A Walk through Nightingale's New Path (Experiences of Nursing Students Regarding the New Curriculum)
Roderick R. Ortega,Christian james A. Abarientos,Guillermo D. Arceo,Ralph T. Dolteo,Enrico Raphael R. Igama,Bien Mart B. Peduca,Alouna Feliz L. Ayaquil,Feebelyn T. Baliqued,Cesaria Esperanza A. Boagin 한국간호과학회 2011 한국간호과학회 학술대회 Vol.2011 No.10
Cologne Brand Preferences of Teenagers In the Philippines: Managerial Implications
Roderick V. Ramireza,Jeanette Angeline B. Madambab,Reynaldo L. Tanc 강원대학교 경영경제연구소 2015 Asia-Pacific Journal of Business Vol.6 No.2
Studies focusing on the constantly changing buying behavior and product preferences of a booming teen market are rare and this is particularly true in the Philippines. To address this gap in the literature, this study focused on the supermarket brands of cologne preferred by teens in the Philippines such as Lewis & Pearl (L&P), Johnson’s Baby Cologne, Juicy, Bench, Ellips, Fiona, Bambini and Baby Flo which are manufactured by various competing companies. Essentially, this study presented and described the profile and buying behavior of cologne users and non-cologne users and determined whether preferential differences existed between these brands. The respondents consisted of 473 teens all over the Philippines stratified in terms of general location via the three major groups of islands in the Philippines: Luzon, Visayas and Mindanao. Respondents came from selected schools in Quezon City in Metro Manila, Sariaya in Quezon Province, Cebu City, and Digos City to represent the Greater Metro Manila Area, Luzon, Visayas and Mindanao, respectively. Findings showed that almost all of the respondents used cologne at varying degrees. In general, teens use several scents and brands of cologne and continually shift from one scent/brand to another scent/brand. This made it difficult for any company to capture loyal consumers. The most popular brands used by teenagers were Bench (61.7%), Lewis and Pearl (59%), Juicy (42%), Afficionado (32%), Fiona (19.3%), Penshoppe (18%), Bambini (12.6%), Ellips (11.3%) and Zen Zest (7.5%). Fragrance or scent is the top priority of teenagers in choosing a cologne brand, followed by brand name, affordability, bottle design and endorser. The spray bottle type of colognes is preferred even if cologne spray bottles are priced higher than the splash cologne bottle type. Managerial implications of these findings for market players, marketing scholars and prospective investors are presented.
Customer engagement: Developing an innovative research that has scholarly impact
Roderick J. Brodie,Biljana Juric 한국마케팅과학회 2018 마케팅과학연구 Vol.28 No.3
This essay outlines the development of a stream of research about customer engagement that is having a substantial scholarly impact. We explore the conditions to achieve this success which includes the critical role of the theorizing process. The theorizing process is the core to crafting two seminal contributions. Implications for achieving innovative research that has a scholarly impact concludes the essay.
Roderick Jan Maximiliaan Vossen,Raymond Puijk,Inger Nicoline Sierevelt,Arthur van Noort 대한견주관절학회 2024 대한견주관절의학회지 Vol.27 No.1
Background: It is essential to distinguish between symptomatic- and asymptomatic radiographic acromioclavicular (AC) osteoarthritis (OA) because AC-targeted physical examinations are dubious. This study aimed to determine the diagnostic value of a preoperative AC injection in discriminating between symptomatic- and asymptomatic radiographic AC OA based on patient arthroscopic distal clavicle resection (aDCR) outcomes. Methods: Forty-eight patients who underwent aDCR for AC OA were included. Their satisfaction was objectified using a 5-point Likert scale and patient willingness to repeat the surgery. The Oxford Shoulder Score (OSS), the Subjective Shoulder Value (SSV), and the Numerical Rating Scale (NRS) were used to assess postoperative shoulder function and pain. Patients were subdivided into groups based on their good or minimal reaction to an AC injection (good reaction: ≥7 consecutive days of pain reduction, Minimal reaction: <7 consecutive days of pain reduction). Results: Twenty-seven patients had a good reaction and 21 patients had a minimal reaction to the AC injection (median follow-up, 45.0 months; range, 31.0–52.8 months). No significant differences were found in level of satisfaction (P=0.234) or willingness to repeat the surgery (P=0.861). No significant differences were found in OSS (P=0.612), SSV (P=0.641), NRS at rest (P=0.684) or during activity (P=0.422). Conclusions: This study found no significant differences between patients with a good reaction or a minimal reaction to an AC injection after aDCR surgery. The outcomes of this study seem to suggest that a distinction between symptomatic and asymptomatic radiographic AC OA is unnecessary, as all patients were equally satisfied with the outcome. Level of evidence: IV.
COUNTRY OF ORIGIN BRANDING: INTEGRATING COLLECTIVE MEANING WITH IDENTITY AND IMAGE
Roderick J. Brodie,Maureen Benson-Rea,Christopher J. Medlin 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
Motivated by an illustrative case study which assesses the strength of the New Zealand wine brand, we develop a framework that provides a contemporary perspective on Country of Origin (COO) branding. The New Zealand wine industry’s COO branding was initially built around the country image of “green” production with the logo “riches of a clean green land”. This has been superseded by a branding strategy that focuses on developing the collective meaning of the COO brand with the logo “pure discovery”. A collective approach to branding involves broader considerations, where the brand is used to facilitate processes that co-create experience and meaning that reflects collective interest. This entails the alignment of a complex set of industry relationships where value is co-created within a network of stakeholders that contribute to the heritage of New Zealand Wine and its quality positioning as the country-of-origin. Our contribution comes from a wider conceptual understanding of COO to show that “COO matters” when a shared identity and image are integrated to form a collective meaning which co-creates value to fulfil the expectations of a brand’s promises of innovation, authenticity and quality.