Brand loyalty has been a popular research area for the previous decades, and concepts such as satisfaction, trust, repurchase behavior and positive brand image have been associated with brand loyalty as antecedents of the concept. This study investigates how much satisfaction actively is required for the development of brand loyalty, focusing on the cases in which loyalty is retained in spite of being disliked. This qualitative study employs 14 semi-structured interviews and for the first time in the literature reveals that nostalgia may play an important role in maintaining an otherwise failed brand relationship, among other factors previously noted.
This paper reveals insights from an ongoing PhD study engaging with the innovation management of family owned furniture manufacturers in Turkey. The initial findings presented in this paper relate to the strategies applied in the innovation process of the first case study undertaken within the ongoing PhD. The aim of the study is to seek the entrepreneurial opportunities and challenges when achieving Design-Led Innovation (DLI) in an emerging market. The data are hoped to provide a better understanding of the factors affecting a family business to gain competitive advantage in the market through innovation. The main insight presented in this paper is that family entrepreneurs have unique decision-making processes and strategies during phases of innovation. The other key initial insight found through thematic analysis of in-depth qualitative interviews include key concepts such as vision for design awareness, strengthening existing know-how, customer-oriented strategy, and investment in knowledge.
In the future, artificial intelligence (AI) is likely to encounter users in many areas. Today, there is research on these and also products that consist of extensive interactions with the application. In the context of the concept of new product development (NPD), we focus on what kind of scenario the user expects in the future, given the current resources, applied surveys and data collection base, while addressing the impact of artificial intelligence on developing and growing products. Our survey results with Generation Z show how digital assistants created by the influence of artificial intelligence connect with the user and how these assistants will meet with the user in the future. It was concluded that the participants wanted to be friends with the product they were using in line with their answers to open-ended questions. In line with this result, we designed a product based on predictions and developed a future scenario with this product. The future scenario developed has been in the direction of supporting the survey results that we apply to the users.
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