Purpose -The objective of this paper is to examine online brand relationships, and the linkage between satisfaction, trust, and loyalty on the web site level. The web site is considered to be an extension of the parent brand. It also seeks to explore the effects of offline experiences on web site-level experiences. Design/methodology/approach -Hierarchical regression analysis is applied in order to test the hypotheses. The data are based on an online survey (n ¼ 867) conducted on a Finnish consumer-magazine web site. Findings -The research findings support the results of earlier studies suggesting that satisfaction and trust on the web site level are determinants of web site loyalty. However, they also show that brand-level experiences affect online satisfaction, trust, and loyalty differently, depending on the consumers' relationship with the brand. Interestingly, in this case the length of user history and registration on the web site had a negative effect on web site trust. Two of the reasons behind this type of result are believed to be the prevalent culture in web site discussion forums and the degree of fit between the parent brand and the brand extension. Originality/value -The paper synthesises the literature on online and offline brand relationships and brand extension. The results of the study, which was based on a large-scale survey, give researchers and practising managers alike valuable information on how parent-brand experiences relate to the attitudes and commitment of customers to online brand extensions. The context of the study, i.e. the magazine publishing industry, has attracted less research attention, even though several publishers have extended their brands online.
The purpose of this study is to explore the role dynamic capabilities have in the development of innovation-related operational capabilities. As dynamic capabilities by nature are processes and practices that advocate change, we aim to uncover the actual practices through which change strategies are implemented. Our research includes a single case study from the publishing industry. Building on a data set of interviews and secondary data we track down the development of the capabilities over the time period of five years. The results of the study imply that dynamic capabilities act as a catalyst and spark off the mechanisms of operational capability development. Our study demonstrates how different types of dynamic capabilities (sensing, seizing and reconfiguring) all have an impact of the development of market and technological capabilities.
Purpose -The purpose of this paper is to increase understanding of the effects of web site extension on the parent-magazine brand in the context of experiential goods, and to identify factors that are related to success. Design/methodology/approach -The paper focuses on the relationship between consumers' experiences on magazine web sites and their loyalty towards the print magazine. Findings -There are different ways in which the web site can complement the print version. The first mechanism is related to engaging in more frequent communication with the magazine's readers, and the second is related to consumer-initiated interaction between other readers. In both cases something is offered that cannot be obtained from the print magazine, but is assumed to complement it. Originality/value -The paper increases understanding of brand extensions with regard to experiential goods, but more research is needed on the factors that are related to extension success.
Innovations in web-based technology have generated new channels for communicative purposes. Blogs provide organisations a unique opportunity for informal knowledge sharing. However, much on the current research on blogs has a normative orientation and a focus on tools rather than the related social and communicative issues. Our theoretical approach is internal communication, which we link with the characteristics of this emerging form of social software. Based on our case, we analyse the factors affecting the use of blogs in the corporate environment, position blogs in the sphere of mediated communication and identify a two-dimensional framework on the types of internal blogs and the related modes of communication.Reference to this paper should be made as follows: Kosonen, M., Henttonen, K. and Ellonen, H-K. (2007) 'Weblogs and internal communication in a corporate environment: a case from the ICT industry', Int.
The purpose of this study is to explore the impact of magazine Web site usage on print magazine loyalty and word-of-mouth intentions. Thus, the key question is whether active Web site visitors are more likely to buy the magazine in the future. The research framework builds on the literature on relationship marketing and brand relationships, and is tested on a sample of the online users (n = 2,351) of 24 Finnish consumer magazines. This study uses structural equation modeling (LISREL 8.50) and simultaneously tests the hypotheses on 2 sub-samples: current subscribers of the magazine (n = 1,068) and non-subscribers (n = 1,283). Significant differences were found between the 2 samples. Most important, the impact of Web site usage on print magazine loyalty was found to differ. There was a negative effect in the non-subscriber sample, whereas there was no evidence of such an effect in the subscriber sample. Thus, it seems that magazine Web site usage may substitute the print magazine for non-subscribers.
PurposeThe aim of this paper is to provide a multifaceted exploration of the motives and success factors of a magazine web site.Design/methodology/approachThe paper presents an explorative single case study of a Finnish magazine web site. The analysis is based on triangulated data (semi‐structured interviews, observation, statistics, and documents provided by the magazine publisher).FindingsThe case illustrates that a magazine web site supports all the three functions (editorial, circulation, and advertising) that are vital to a magazine's success. Moreover, virtual community activities seem to have enhanced customer loyalty and added a more lifelike dimension to the magazine concept.Practical implicationsMedia managers should look at internet presence from a more multifaceted perspective rather than merely focus on the revenue streams. Operating online services should be valued and exploited alongside the development of the print product.Originality/valueThe value of this research lies in the notion that the web site may complement rather than replace the print magazine.
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