Branding Access Offers: The Importance of Product Brands, Ownership Status, and Spillover Effects to Parent Brands

Baumeister, Christoph; Scherer, Anne; Wangenheim, Florian von

doi:10.2139/ssrn.2598122

Cited by 17 publications

(29 citation statements)

References 45 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…The types of adaptations present in the results (see Figure 13) are more fine-grained (Amit & Zott, 2012), new enablers are listed (Andries & Debackere, 2006Aspara, Lamberg, Laukia, & Tikkanen, 2013;Baumeister, Scherer, & von Wangenheim, 2015;Bicen & Johnson, 2015;Pateli & Giaglis, 2005) and new elements appear, e.g. BM's degree of innovativeness (Bucherer et al, 2012).…”

Section: Figure 10 -Types Of Results Obtained (Project Map Based On Fmentioning

confidence: 99%

Business model innovation: towards a conceptual framework

Saur-Amaral

Soares

Proença

2018

TMS

View full text Add to dashboard Cite

Business model innovation (BMI) is core for entrepreneurship in industrial or service sectors, including tourism. Our submission focuses on the development of the field of BMI. We perform systematic literature review based on 316 valid papers indexed on ISI Current Contents, published between 2000 and 2015.Bibliometric results indicate a significant increase in the number of papers, journals and authors, and lack of specialized journals/authors publishing regularly in the BMI field. Thematic analysis reveals that BMI has been extensively studied, however there is rarely any cumulative knowledge effect between authors. Most researches were conceptual or qualitative, however few constructs have been defined and tested to enable quantitative studies.We conclude that there had been little evolution in terms of theoretically developing the BMI field. We argue that there is a need to adopt already existing conceptual models, develop constructs and validate them with primary quantitative data and advanced statistical analysis, in different research contexts. Keywords:Business model, business model innovation, business model elements, knowledge visualization, visual mapping, NVivo. ResumoA inovação nos modelos de negócios (BMI) é necessária para ações de empreendedorismo em setores industriais ou nos serviços, incluindo o turismo. O presente artigo foca-se no desenvolvimento do campo teórico de BMI. Realiza-se uma revisão sistemática da literatura com base em 316 artigos válidos para a temática estudada, indexados na ISI Current Contents e publicados entre 2000 e 2015.Os resultados da análise bibliométrica apontam para um aumento significativo no número de artigos, revistas científicas e autores, e ainda para a ausência de revistas científicas e autores especializados, com publicações regulares na área de BMI.A análise temática revela que a área do BMI, embora estudada extensivamente, raramente se carateriza por um efeito cumulativo do conhecimento entre os respetivos autores. A maioria das investigações realizadas têm natureza conceptual ou qualitativa, no entanto poucos constructos foram adequadamente definidos e testados de modo a permitir estudos quantitativos subsequentes. As conclusões apontam para uma evolução limitada no que respeita ao desenvolvimento teórico do campo de BMI. Considera-se que existe a necessidade de adotar os modelos conceptuais já publicados, desenvolver constructos adequados e validar os modelos com dados primários quantitativos e análise estatística avançada.Palavras chave: Modelo de negócio, inovação nos modelos de negócios, componentes de modelos de negócio, visualização de conhecimento, mapeamento visual, NVivo.

show abstract

Section: Figure 10 -Types Of Results Obtained (Project Map Based On Fmentioning

confidence: 99%

Business model innovation: towards a conceptual framework

Saur-Amaral

Soares

Proença

2018

TMS

View full text Add to dashboard Cite

show abstract

“…Así, los artículos de moda se convierten en bienes relacionales y simbólicos que otorgan estatus y satisfacción estética (Aage y Belussi, 2008). En este contexto, nos encontramos con que el prestigio de una marca se convierte en un factor esencial para el acceso por parte de los consumidores (Baumeister, Scherer y Wangenheim, 2015), sobre todo porque actualmente existe la tendencia de considerar la opinión de los bloggers de moda a la hora de vestirse. Por eso las marcas de moda aprovechan estas nuevas herramientas de comunicación para darse a conocer (San Miguel y Sábada, 2013).…”

Section: Marketing De La Modaunclassified

Youtube como herramienta de marketing estratégico para la moda: Análisis del canal oficial What the chic en el 2015

Amaya

Atarama-Rojas

2016

adComunica

View full text Add to dashboard Cite

El surgimiento en los últimos años de nuevos medios de comunicación como YouTube ha propiciado la aparición de una interacción diferente con el público. A menudo, se habla de que los medios tradicionales ya no producen el mismo efecto en la audiencia y eso se debe a que actualmente el público busca formas más fáciles e interactivas de acceder a la información. El objetivo de este artículo es estudiar cuáles son las potencialidades de Youtube como una herramienta al servicio del marketing de moda en el Perú. Por esta razón se ha planteado un análisis de contenido que ha tomado como caso de estudio al canal de Youtube What the chic. Para proceder a la observación en la construcción de los contenidos de dicho canal, se emplearon variables como temas de publicación, branding y marcas.

show abstract

“…Commonly, trials are conducted with the explicit intention of gathering information about a product, for example, during a purchase‐decision process (e.g., Kempf & Laczniak, 2001), but they can also occur unintentionally, for example, by experiencing a product during a service (Bednall, Oppewal, Laochumnanvanit, & Nguyen, 2018; Lawson, Gleim, Perren, & Hwang, 2016). Such unintended product trials happen regularly during “access‐based services” (ABS) that offer consumption options including temporary access to a physical good (Baumeister, Scherer, & Wangenheim, 2015).…”

Section: Introductionmentioning

confidence: 99%

Spillover effects from unintended trials on attitude and behavior: Promoting new products through access‐based services

Lehr

Buettgen

Benoit

et al. 2020

Psychology and Marketing

View full text Add to dashboard Cite

Access-based services (ABS) provide an opportunity for brands to promote their new products by enabling (unintended) trials. However, the mechanisms and impact of consumer exposure to products in ABS and the subsequent potential spillover effects on both the brand and the product perception are largely unknown.Our hypotheses are derived from the information integration theory (IIT) and subsequently tested. Study 1 is a field study investigating an unintended trial moderated by involvement and positive experience. The results indicate the positive effects of the unintended trial on product and brand attitudes, brand purchase intention, and word of mouth. In line with IIT, these effects are more pronounced for positive trial experience, although in contrast to IIT, they are less pronounced for high-involvement consumers. While the results of Study 2, an online experiment, show substantial effects of both trials compared with nontrials, they also reveal that intended and unintended trials have a similar impact on attitude, but ABS experiences have a stronger positive impact on brand purchase intention. We thus recommend that brand managers promote not only new products but also their brands in unintended trials. This study fills a gap in current discussions about the trial effect(s) of ABS. K E Y W O R D Saccess-based services, attitudinal change, e-mobility, field study, information integration theory, involvement, trial effects, unintended trial, word of mouth (WOM)

show abstract

Branding Access Offers: The Importance of Product Brands, Ownership Status, and Spillover Effects to Parent Brands

Cited by 17 publications

References 45 publications

Business model innovation: towards a conceptual framework

Business model innovation: towards a conceptual framework

Youtube como herramienta de marketing estratégico para la moda: Análisis del canal oficial What the chic en el 2015

Spillover effects from unintended trials on attitude and behavior: Promoting new products through access‐based services

Contact Info

Product

Resources

About