The impact of product knowledge on consumer product memory and evaluation in the competitive ad context: The item-specific-relational perspective

2011 ◽  
Vol 28 (4) ◽  
pp. 360-387 ◽  
Author(s):  
Byung-Kwan Lee ◽  
Wei-Na Lee
Keyword(s):  
Consumer Product ◽  
Product Knowledge ◽  
Relational Perspective ◽  
The Impact

The effects of country-of-origin fit on cross-border brand alliances

2018 ◽  
Vol 30 (5) ◽  
pp. 1259-1276 ◽  
Author(s):  
Jin Kyun Lee ◽  
Byung-Kwan Lee ◽  
Wei-Na Lee
Keyword(s):  
Country Of Origin ◽  
Product Evaluation ◽  
Consumer Product ◽  
Product Knowledge ◽  
Consumer Decision Making ◽  
Content Type ◽  
Cross Border ◽  
High Knowledge ◽  
Mixed Factorial Design ◽  
The Impact

PurposeThe purpose of this paper is to investigate the impact of country-of-origin (COO) fit and consumer product knowledge on consumer brand attitudes in a cross-border strategic brand alliance (SBA).Design/methodology/approachAn experimental study with 207 subjects was conducted using a series of 2 (COO fit: low vs high COO fit) by 3 (product knowledge: low vs moderate vs high knowledge) by 2 (time: pre- vs post-alliance attitudes) mixed factorial design.FindingsThe impact of COO fit on pre- and post-alliance changes in attitude toward the partner brand showed a nonlinear relationship from high-, to moderate-, to low-knowledge consumers. High COO fit significantly and positively affected pre- and post-alliance changes in attitude toward the partner brand more for high- and low-knowledge consumers than for moderate-knowledge consumers. In contrast, low COO fit significantly and positively affected pre- and post-alliance changes in attitude toward the partner brand more for moderate-knowledge consumers than for high- and low-knowledge consumers.Practical implicationsThe effectiveness of cross-border SBAs differs with consumer product knowledge. For high- and low-knowledge consumers, high COO fit information had greater impact than low COO fit information in their product evaluation. However, when targeting moderate-knowledge consumers, providing sufficient product-related attribute information would help them to generate a favorable brand attitude.Originality/valueThis study attempted to identify the complex relationship between COO fit and consumer product knowledge on the consumer decision-making process.

Empirical Study on Adoption of Islamic Banking System Using Quantitative Method:A Case Study of Afghanistan

10.26414/a169 ◽  
2021 ◽  
Author(s):  
Khatera Naseri ◽  
Ashurov Sharofiddin
Keyword(s):  
Diffusion Of Innovation ◽  
Banking System ◽  
Relative Advantage ◽  
Islamic Banking ◽  
Product Knowledge ◽  
Diffusion Of Innovation Theory ◽  
History Of ◽  
The Government ◽  
The Impact

Although the background of the banking system goes back as far as 1933, Islamic finance isstill new in Afghanistan. The history of the firstfull-fledged Islamic bank began asrecently as 2018 with the conversion ofBakhtarBank, a conventional bank, to the IslamicBank of Afghanistan (IBA). There have been numerousstudies done worldwide, but no empiricalstudy has examined the subject of Islamic banking adoption in the specific context of Afghanistan. Therefore, this presentstudy investigatesthe adoption ofIslamic banking in Afghanistan, using a case study of Herat province, based on Rogers’ (1983) Diffusion of Innovation Theory, to determine the impact of awareness,productknowledge,religiosity,relativeadvantage,compatibility, and complexity on the adoption of Islamic banking. A quantitative approach to the stratified convenience sampling method was used in this study. Questionnaires were distributed to 334 bank customers and the responses analyzed using SPSS v22. The multiple regression analysis finding indicated that product knowledge, relative advantage, and religiosity significantly and positively influenced the adoption of Islamic banking. It is suggested that the government and financial institutions should support Islamic banking with beneficial policies and initiatives to enhance the knowledge of the public about the significance of Islamic banking activities.

The Effects of a Raised Label Border on Warning Effectiveness Measures

1997 ◽  
Vol 41 (2) ◽  
pp. 811-815 ◽  
Author(s):  
Michael J. Kalsher ◽  
Michael B. Cote ◽  
Matthew V. Champagne ◽  
Michael S. Wogalter
Keyword(s):  
Consumer Product ◽  
Warning Label ◽  
Product Use ◽  
Warning Message ◽  
The Impact

Research has examined various factors that influence warning effectiveness. Virtually no research, however, has explored the possibility of improving warnings by incorporating hepatic (touch) cues. The present study assessed the impact of adding a raised border surrounding the warning message on a common consumer product (glue). The raised border warning was compared to the same warning without a raised border and a no-warning control in the context of actual product use (constructing a model airplane). Results indicated that the raised border significantly increased the noticeability, comprehension, and recall of the warning label compared to a no-warning control. There was a trend for compliance to be highest for the raised border condition, but it was not statistically significant. Implications for improving warning design are discussed.

The role of the predictive gamification to increase the sales performance: a novel business approach

2019 ◽  
Vol 35 (5) ◽  
pp. 817-833 ◽  
Author(s):  
Elenise Martins Rocha ◽  
Giancarlo Medeiros Pereira ◽  
Diego Augusto de Jesus Pacheco
Keyword(s):  
New Products ◽  
Sales Force ◽  
Product Knowledge ◽  
Content Type ◽  
Sales Training ◽  
Main Research ◽  
Sales Professionals ◽  
Business Approach ◽  
Definition Of ◽  
The Impact

Purpose This paper aims to examine the impact of predictive gamification, through a sales simulator game, as a strategy to minimize sales problems in organizations. Design/methodology/approach This empirical study was executed in a large global company that produces and markets footwear for B2B and B2C markets. The company operates in more than 18 countries and adopts the gamification to train 7,600 sellers and 10,052 professionals directly linked to the sales area. The methodology adopted followed a qualitative and exploratory approach based on an in-depth case study analysis. Findings Results indicated that the use of predictive gamification allowed mitigating future problems, in average, four months in advance of the arrival of the new products at the points of sale. The main findings included improvement in sales arguments, product knowledge and sales closure. The company assigns the results to the implementation of the gamification and the possibility to simulate the evaluation of the level of readiness of the sales force resources. For this, the following three primary variables emerged: adequate definition of training content, analysis of the learning process and simulation of store reality. Research limitations/implications The authors introduced to the sales training literature the concept of predictive gamification. The predictive gamification allows anticipating and reducing future problems before the arrival of the new products in the market, improving the argument of sales, the knowledge about the products and the ratio of sales conversion of stores. Practical implications First, the content design of gamification needs to be carefully projected before the simulator development, considering the target audience and its particularities. Second, the construction of evaluation activities needs to consider contexts, actions and results. Third, monitoring the paths taken by the seller in the simulator environment is requisite. Fourth, the analysis of the results of vendor responses in the simulator environment can be obtained through learning management system reports. Fifth, the development of game simulators with advanced technologies may be done with low investment. Originality/value The findings have implications for the field vis-à-vis three main research gaps identified in the literature discussing gamification in sales training. First, the authors identified best practices from the application of gamification in sales training. Second, they showed the sales qualification processes, which can be improved by applying gamification. Third, they presented strategies of use of gamification as an approach allied to the training of sales professionals to generate enhanced sales results.

Consumer Product Warnings: Effects of Injury Statistics on Recall and Subjective Evaluations

1998 ◽  
Vol 42 (6) ◽  
pp. 559-563 ◽  
Author(s):  
Vincent C. Conzola ◽  
Michael S. Wogalter
Keyword(s):  
Electric Power ◽  
Consumer Product ◽  
Persuasive Messages ◽  
Subjective Evaluations ◽  
Power Tools ◽  
The Impact ◽  
Heuristic Processing

Research has shown that explicitly worded warnings are judged to be more effective than similar warnings lacking explicitness. One possible way of increasing warning explicitness is to include injury outcome statistics in the warning statement. The heuristic processing model of persuasion would postulate that the impact of persuasive messages, like warnings, is influenced by heuristic cues such as the number and length of arguments and the presence of statistics. This research investigated the effect of embedding injury outcome statistics in the safety instructions for electric power tools. Warning statement recall and various rating judgments were measured. Results showed that the presence of statistics led to greater recall and higher ratings of warning importance, vividness, and explicitness. Implications for the design of consumer product warnings are discussed.

Learning nuggets, personalized eLearning (PeL) and product training for professionals with niche skills: a case study from India

2018 ◽  
Vol 32 (4) ◽  
pp. 18-21
Author(s):  
Shirshendu Roy ◽  
Samar Bhattacharya ◽  
Prasun Das
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Doctoral Program ◽  
Equation Modeling ◽  
Product Knowledge ◽  
Competency Development ◽  
Positive Role ◽  
Content Type ◽  
Indian Context ◽  
The Impact

Purpose This paper aims to describe the impact of personalized eLearning (PeL) using small videos and simulations. It sets out the results of a research project carried out across four Indian organizations. Design/methodology/approach This is an empirical study. The respondents completed product training using small videos and simulations as training content. The courses were assigned to learners using PeL concept. An online survey was conducted to capture feedback on learning content and process, followed by structural equation modeling (SEM) to explain the acceptance. Findings The research concluded that flexibility and engagement play an important role in competency development using eLearning. It also revealed the positive role of small videos, simulations, and PeL to improve product knowledge. The research findings are consistent with earlier studies. Research limitations/implications The pilot study was a part of a thesis topic for a doctoral program. The study is limited to four domains, namely, aerospace engineering, biological science, thermodynamics, and nuclear research. More studies are required to generalize results. Data were collected through self-responses and focus group discussion. Hence, the “perception” of respondents has some influence on the overall outcome. Practical implications The foundation’s result will help learning & development (L&D) professionals and courseware designers to identify important factors for small video and simulation-based learning in an Indian context. The recommendations will help practitioners design effective PeL content for product training. Originality/value This research increases the knowledge base related to competency development using eLearning for product training in an Indian context.

scholarly journals The Effects of Service and Consumer Product Knowledge on Online Customer Loyalty

2011 ◽  
Vol 12 (11) ◽  
pp. 741-766 ◽  
Author(s):  
Jingjun Xu ◽  
◽  
Izak Benbasat ◽  
Ron Cenfetelli ◽  
◽  
...  
Keyword(s):  
Customer Loyalty ◽  
Consumer Product ◽  
Product Knowledge
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