Encontrados 12 documentos, a visualizar página 1 de 2
Non-sponsored brand-related user-generated content: Effects and mechanisms of c...
Davcik, N.; Langaro, D.; Jevons, C.; Nascimento, R.Purpose – The current study investigates whether users’ engagement with the social media platform is affected as they engage in non-sponsored brand-related user-generated content (UGC). The concept of non-sponsored brand-related UGC encapsulates various social media patterns in which individuals choose how to consume, contribute or create brand related content with no formal brand incentive or control. Design/m...
How an unequal intra-firm resources distribution affect market share
Davcik, N.; Grigoriou, NPurpose: The study addresses how marketing assets and resources of the firm perform under different product (brand) innovation conditions using the dynamic marketing capabilities (DMC) research perspective. The study contributes to the DMC research stream showing the effects and performance of heterogeneous firm drivers and resources. Academic research to date has paid a little attention to the interrelationshi...
The role of brand equity in a new rebranding strategy of a private label brand
Marques, C.; Vinhas da Silva, R.; Davcik, N.; Faria, R.The purpose of this study is to understand the effects of the rebranding process on private label performance output, namely, on brand equity. More specifically, the study aims to investigate the performance of brand equity constructs (brand awareness, brand associations, perceived quality and brand loyalty) before and after the rebranding process. A questionnaire was administered to 466 shoppers, who put forth...
An introduction to the special issue on the past, present and future research o...
Davcik, N.; Sharma, P.; Chan, R.; Roy, R.Purpose: The purpose of this paper is to present the contemporary thinking on deliberate lookalikes and to provide a better understanding of its key forms (counterfeits, copycats and no-name imitations) and markets (deceptive and non-deceptive). Design/methodology/approach: This editorial contains a review of current and past literature on deliberate lookalikes along with summaries of all the articles accepted ...
Interactive impact of ethnic distance and cultural familiarity on the perceived...
Kingshott, R.; Sharma, P.; Hosie, P.; Davcik, N.Past research on free trade agreements (FTAs) mostly uses an economic perspective to assess their impact on the level of trade and investments between nations. As a result, there is a distinct paucity of research on the perceptions of employees and managers in organizations affected by FTAs, towards the likely outcomes of those FTAs. We address this gap by using the context of recently signed China-Australia fr...
Marketing resources, performance, and competitive advantage: a review and futur...
Davcik, N.; Sharma, P.Marketing scholars and practitioners recognize marketing resources as crucial drivers in the process by which firms develop their competitive advantages and achieve higher levels of performance. However, there is little agreement in the literature on what constitutes marketing resources or how these influence brand or firm performance. In this editorial article, the co-editors of this special issue identify and...
Product innovation as a mediator in the impact of R&D expenditure and brand equ...
Sharma, P.; Davcik, N.; Pillai, K. G.This study combines the signaling theory and dynamic marketing capabilities perspective to investigate the mediating role of product innovation in the influence of R&D expenditure and brand equity on marketing performance. The study shows that MNC firms are able to use R&D expenditure to improve their product innovation and market share to a greater extent compared to SME and retailer firms. However, the strong...
Towards a unified theory of brand equity: conceptualizations, taxonomy and aven...
Davcik, N.; Vinhas da Silva, R.; Hair, J. F.This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand equity formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the development of an improved instrument to measure brand equity. We develop the relating conceptual study through differe...
Impact of product differentiation, marketing Investments and brand equity on pr...
Davcik, N.; Sharma, P.Prior research explores the individual impact of brand equity and new product development on firms’ marketing performance but there is little work that takes a holistic view of their combined influence. This paper uses an aggregate data set for 735 fast moving consumer goods (FMCG) brands from Nielsen to explore the combined influence of brand equity, marketing investment and product differentiation on differen...
The use and misuse of structural equation modeling in management research: a re...
Davcik, N.Purpose – The research practice in management research is dominantly based on structural equation modeling (SEM), but almost exclusively, and often misguidedly, on covariance-based SEM. The purpose of this paper is to question the current research myopia in management research, because the paper adumbrates theoretical foundations and guidance for the two SEM streams: covariance-based and variance-based SEM; and...