The Construction and Empirical Research of Brand Marketing Decision Index Evaluation in Micro-Marketing Era

2020 ◽  
Vol 09 (02) ◽  
pp. 37-45
Author(s):  
恒 韦
Keyword(s):  
Empirical Research ◽  
Marketing Decision ◽  
Brand Marketing ◽  
Index Evaluation

How Local/Global is your Brand?

2016 ◽  
Vol 58 (6) ◽  
pp. 795-813 ◽  
Author(s):  
Joan Llonch-Andreu ◽  
Miguel ángel López-Lomelí ◽  
Jorge Eduardo Gómez-Villanueva
Keyword(s):  
Empirical Research ◽  
Research Study ◽  
Marketing Strategies ◽  
Consumer Perceptions ◽  
The Other ◽  
Small Samples ◽  
Global Brand ◽  
Brand Marketing ◽  
Traditional Approaches ◽  
Representative Samples

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts. It tests this theory using a quantitative instrument to assess consumer perceptions of local/global brand categorisation, with representative samples. Currently, most of the literature relating to the different typologies of brands (global, local, etc.) has been founded on academic/practitioner categorisations based on objective criteria. Consumers, on the other hand, do not know these categorisations based on objective criteria and may well see the brands differently. Existing research to categorise brands from the consumer's perspective has been conducted with qualitative techniques using small samples, meaning the results obtained are difficult to generalise. This paper relies on the results of an empirical research study based on a survey carried out among Mexican consumers using a new methodology that follows the suggested categorisation principles of Steenkamp and De Jong (2010). The results provide an actual categorisation of leading brands into ‘global’, ‘local’, ‘glocal’ and ‘functional’, based on consumers' perspectives, and reveal important differences in the categorisation of brands vs the traditional approaches found in the literature.

scholarly journals A Model of Strategic Marketing Decision Premises

2016 ◽  
Vol 8 (3) ◽  
pp. 145
Author(s):  
Linus Osuagwu
Keyword(s):  
Strategic Management ◽  
Empirical Research ◽  
Research Agenda ◽  
Strategic Marketing ◽  
Comprehensive Understanding ◽  
Marketing Environment ◽  
Extant Literature ◽  
Marketing Effectiveness ◽  
Marketing Decision ◽  
Business Functions

<p>The paper utilized some relevant empirical and conceptual works in extant literature to sketch a model of the relations among marketing environment, strategic marketing decisions and effectiveness. The paper reveals that some forms of supports exist in extant literature regarding the impacts of marketing environment on strategic marketing decisions and effectiveness, and impacts of strategic marketing decisions on strategic marketing effectiveness. However, relevant extant literature seems to have ignored the impacts of strategic marketing decisions on marketing environment. Also, relevant extant literature contains some gaps regarding the impacts of strategic marketing effectiveness on marketing environment and strategic marketing decisions. The paper concludes that these important relationships in strategic marketing decisions, omitted in extant literature, should be incorporated for a more comprehensive understanding of the relevant issues in strategic management decisions. The paper proposes an empirical research agenda to test the model in some business functions, sectors, cultures, contexts or premises.</p>

Selecting the Optimal FM System for Children With Cochlear Implants

2008 ◽  
Vol 18 (1) ◽  
pp. 19-24
Author(s):  
Erin C. Schafer
Keyword(s):  
Speech Recognition ◽  
Cochlear Implants ◽  
Empirical Research ◽  
Background Noise ◽  
Signal To Noise Ratio ◽  
Evidence Based ◽  
Signal To Noise ◽  
Speech Processor ◽  
System Input ◽  
Optimal Type

Children who use cochlear implants experience significant difficulty hearing speech in the presence of background noise, such as in the classroom. To address these difficulties, audiologists often recommend frequency-modulated (FM) systems for children with cochlear implants. The purpose of this article is to examine current empirical research in the area of FM systems and cochlear implants. Discussion topics will include selecting the optimal type of FM receiver, benefits of binaural FM-system input, importance of DAI receiver-gain settings, and effects of speech-processor programming on speech recognition. FM systems significantly improve the signal-to-noise ratio at the child's ear through the use of three types of FM receivers: mounted speakers, desktop speakers, or direct-audio input (DAI). This discussion will aid audiologists in making evidence-based recommendations for children using cochlear implants and FM systems.

The Impact of Visual Feedback Type on the Mastery of Visuo-Motor Transformations

2012 ◽  
Vol 220 (1) ◽  
pp. 3-9 ◽  
Author(s):  
Sandra Sülzenbrück
Keyword(s):  
Empirical Research ◽  
Visual Feedback ◽  
Closed Loop ◽  
Motor Planning ◽  
Visual Input ◽  
Closed Loop Control ◽  
Loop Control ◽  
Feedback Type ◽  
Effective Use ◽  
The Impact

For the effective use of modern tools, the inherent visuo-motor transformation needs to be mastered. The successful adjustment to and learning of these transformations crucially depends on practice conditions, particularly on the type of visual feedback during practice. Here, a review about empirical research exploring the influence of continuous and terminal visual feedback during practice on the mastery of visuo-motor transformations is provided. Two studies investigating the impact of the type of visual feedback on either direction-dependent visuo-motor gains or the complex visuo-motor transformation of a virtual two-sided lever are presented in more detail. The findings of these studies indicate that the continuous availability of visual feedback supports performance when closed-loop control is possible, but impairs performance when visual input is no longer available. Different approaches to explain these performance differences due to the type of visual feedback during practice are considered. For example, these differences could reflect a process of re-optimization of motor planning in a novel environment or represent effects of the specificity of practice. Furthermore, differences in the allocation of attention during movements with terminal and continuous visual feedback could account for the observed differences.

Which Data to Meta-Analyze, and How?

2019 ◽  
Vol 227 (1) ◽  
pp. 64-82 ◽  
Author(s):  
Martin Voracek ◽  
Michael Kossmeier ◽  
Ulrich S. Tran
Keyword(s):  
Empirical Research ◽  
Meta Analysis ◽  
Curve Analysis ◽  
Research Progress ◽  
Primary Data ◽  
Statistical Procedures ◽  
Graphical Displays ◽  
Primary Data Analysis ◽  
Meta Analyses ◽  
Data Analytic

Abstract. Which data to analyze, and how, are fundamental questions of all empirical research. As there are always numerous flexibilities in data-analytic decisions (a “garden of forking paths”), this poses perennial problems to all empirical research. Specification-curve analysis and multiverse analysis have recently been proposed as solutions to these issues. Building on the structural analogies between primary data analysis and meta-analysis, we transform and adapt these approaches to the meta-analytic level, in tandem with combinatorial meta-analysis. We explain the rationale of this idea, suggest descriptive and inferential statistical procedures, as well as graphical displays, provide code for meta-analytic practitioners to generate and use these, and present a fully worked real example from digit ratio (2D:4D) research, totaling 1,592 meta-analytic specifications. Specification-curve and multiverse meta-analysis holds promise to resolve conflicting meta-analyses, contested evidence, controversial empirical literatures, and polarized research, and to mitigate the associated detrimental effects of these phenomena on research progress.

Discipline Theory and Empirical Research Still Await Connection

1983 ◽  
Vol 28 (6) ◽  
pp. 453-454
Author(s):  
Henry S. Lufler
Keyword(s):  
Empirical Research
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