Marketing at the Confluence between Entertainment and Analytics, 2017
While the role of emotions in marketing communication has been extensively investigated, the role... more While the role of emotions in marketing communication has been extensively investigated, the role of emotion displays shown in advertisements has not yet received adequate research attention. Drawing on emotional contagion theory (Hatfield et al. 1993, 1994), which is “the flow of emotions from one person to another with the receiver catching the emotions that the sender displays” (Hennig-Thurau et al. 2006, p. 58), this study examines how the facial expression of endorsers (Small and Verrochi 2009) displayed in destination advertisements and the brand’s strength (Aaker 1991, 1996) affect consumers’ intention to visit the destination, destination attachment, and word-of-mouth communication (WOM). Using a 2 × 2 between-subjects factorial design, we manipulated the emotion display of an endorser (smiling vs. non-smiling) shown in an advertisement for a destination and the destination brand’s strength (strong vs. weak). Each participant was randomly assigned to one of the four experimental conditions via an online questionnaire. The results of our study reveal that emotion displays in advertisements should receive more attention in both advertising and destination research and practice. A strong brand results in more favorable consumer responses in terms of intention to visit the destination, destination attachment, and WOM compared to a weak brand. This effect is strengthened for intention to visit and WOM when the advertisement promotes a smiling (vs. non-smiling) endorser. Thus, advertisements are most persuasive when they show a smiling endorser together with a logo representing a strong brand that transfers experiences and valuable information and, thus, provides value to the consumer. In terms of weak destination brands, we found that smiling endorsers cannot offset the effect; in other words a strong destination brand is a basic requirement for favorable consumer responses. Conversely, a smiling endorser is regarded a “delighter” that helps in increasing favorable consumer responses given a strong destination brand. Important implications for theory and management can be derived from these results. First, marketing managers are advised to integrate endorsers with positive emotions into their advertisements to reinforce the positive effect of the brand’s strength. Second, they are expected to create strong destination brands to elicit positive consumer responses. In sum, this study advances our understanding of emotion displays’ role in advertisements by taking into account the relevance of brand strength.
Die zunehmende Intensitat des interuniversitaren Wettbewerbs erhoht die Bedeutung des Qualitatsma... more Die zunehmende Intensitat des interuniversitaren Wettbewerbs erhoht die Bedeutung des Qualitatsmanagements. Die Qualitat von Forschung und Lehre wird durch Evaluationen er-fasst. Evaluation ist Teil einer Akkreditierung, bei der vor allem gepruft wird, ob die Qualitat eines Studiengangs vorgegebenen Mindeststandards entspricht. In der deutschen Hochschul-landschaft gibt es bisher kein etabliertes Modell zur Qualitatsmessung und -verbesserung. Der vorliegende Beitrag stellt ein Instrument zur Messung der Qualitat von (wirtschaftswissen-schaftlichen) Fakultaten vor. Das behandelte Modell, das AACSB (The International Asso-ciation for Management Education)-Modell zur Leistungsbeurteilung und Akkreditierung, besticht durch seine erschopfende Behandlung aller mit der Qualitat einer Fakultat verbunde-nen Themenkomplexe. Es geht damit weit uber eine blose Evaluation von Studium und Lehre hinaus. Im Hinblick auf Rigorositat und Handhabbarkeit ist es u.E. den bisher entwickelten Konzepten ub...
Die vorliegende Arbeit widmet sich dem Einfluss des Internet auf die Versicherungswirtschaft sowi... more Die vorliegende Arbeit widmet sich dem Einfluss des Internet auf die Versicherungswirtschaft sowie der Akzeptanz des Versicherungskaufs uber das Internet. Die Einflussfaktoren auf die Nachfrage von Versicherungen im Internet sind weitgehend unerforscht. Das Ziel der Studie ist es, Faktoren zu identifizieren, die die Akzeptanz des Internet-Versicherungsabschlusses nachhaltig beeinflussen. Uber die generierten Faktoren werden Handlungsempfehlungen fur das Internetangebot von Versicherungsunternehmen abgeleitet. Mit dieser Studie wird zum ersten Mal eine empirische Arbeit vorgelegt, die mogliche Akzeptanzfaktoren fur den Online-Versicherungsabschluss aus der Fachliteratur zusammenfassend darstellt und empirisch uberpruft. Die Ergebnisse zeigen, dass gunstige Konditionen, verbunden mit der Internetkauferfahrung, den wichtigsten Faktor der Akzeptanz von Versicherungen im Internet darstellen. Versicherungsunternehmen sollten deswegen insbesondere auf die Ausgestaltung der Konditionen acht...
Angesichts der gegenwartigen Problemlagen in Wirtschaft und Gesellschaft stellen Vision und Veran... more Angesichts der gegenwartigen Problemlagen in Wirtschaft und Gesellschaft stellen Vision und Verantwortung zentrale Handlungsmaximen dar. Beide sollten sowohl in der unternehmerischen Praxis als auch in anderen gesellschaftlichen Institutionen besonders pragend sein. Die moderne Managementwissenschaft ist hier aufgefordert, tragfahige Problemlosungen fur die Praxis zu entwickeln.||In "Management mit Vision und Verantwortung" geben renommierte Experten aus Wissenschaft und Praxis Impulse fur eine Intensivierung und Fundierung dieser Diskussion. Im Zentrum stehen folgende Themen:||-Rahmenbedingungen (z.B. mit Bezug auf Globalisierung, Burgerbeteiligung, nachhaltiger Konsum etc.)|-wissenschaftstheoretische Grundlagenreflexionen zu ethisch-normativen Analysen, Werturteilen und Utopien|-Religion und Kirche als Plattformen eines Management mit Vision und Verantwortung|-konkrete Gestaltungsbezuge zur unternehmerischen Praxis |-visionare und verantwortliche Unternehmensfuhrung|-zuk...
Nicola E. Stokburger-Sauer is Professor of Service Management at the Department of Strategic Mana... more Nicola E. Stokburger-Sauer is Professor of Service Management at the Department of Strategic Management, Marketing and Tourism, University of Innsbruck, Universitaetsstr. 15, 6020 Innsbruck, Austria, Phone: +43/512-507-72400, E-Mail: nicola.stokburger-sauer @uibk.ac.at. * Corresponding author. Verena Hofmann is Post-Doctoral Researcher at the Department of Strategic Management, Marketing and Tourism, University of Innsbruck, Universitaetsstr. 15, 6020 Innsbruck, Austria, Phone: +43/512-507-72404, E-Mail: verena.hofmann @uibk.ac.at. Art Sponsorship Success: An Empirical Investigation into Sponsor Recall and the Ambiguous Role of Visitors’ Involvement
This study highlights the importance of brand image for fan loyalty in team sport. A parsimonious... more This study highlights the importance of brand image for fan loyalty in team sport. A parsimonious 4-factor, 20-indicator structure effectively represents brand image. In contrast to Keller’s proposed model, relationships between the brand image’s components were discovered. Thus, in line with means-end theory, a brand-image model should incorporate causalities among brand attributes, benefits, and attitudes. Fan loyalty is positively influenced by a fan’s brand attitude. Relationships among the brand-image dimensions and loyalty are confirmed via structural equation modeling. The non-product-related brand attributes (i.e., logo or tradition) have a particularly large impact on attitudes and behavior. They represent promising starting points for a successful and differentiating team brand strategy.
Tourism destinations increasingly use brand-personification strategies to evoke favorable consume... more Tourism destinations increasingly use brand-personification strategies to evoke favorable consumer reactions. These reactions, however, may hinge on cultural differences. This paper investigates the relationships among nation brand personality perceptions, consumer brand-self congruity, and the visit intention of a country as a tourism destination. Brand-self congruity is examined as a mediator of the relationship between brand personality perception and visit intention. Of Hofstede's cultural dimensions, individualism and uncertainty avoidance are the most relevant dimensions for brand-self congruity. Based on representative samples of consumers from five countries (Italy, the UK, Czech Republic, Poland, and Russia) and using Slovakia as a sample tourism destination, the effect of individualism and uncertainty avoidance on the relationship between brand self-congruity and visit intention is studied. Individualism and uncertainty avoidance moderate the congruity – visit intention relationship – but in a negative way, contrary to our expectations. Important implications are derived for both tourism research and destination management.
Historically, marketing researchers have been strongly interested in the constructs of market mav... more Historically, marketing researchers have been strongly interested in the constructs of market mavenism (MM) and opinion leadership (OL) to understand the interpersonal dissemination of marketplace information (Childers 1986; Feick/Price 1987; Jacoby/Hoyer 1981; King/ ...
The quality of an organizational website can be a competitive advantage in an increasingly fierce... more The quality of an organizational website can be a competitive advantage in an increasingly fierce online environment. This article identifies decisive factors of website quality and assesses their effects on user satisfaction. While past website-quality research focuses on the perspectives of web developers and designers, our study targets web users and integrates perspectives of information systems (IS), marketing and environmental psychology. Based on a conceptual framework, we develop and test a structural model of website quality perception with data collected from 1,485 users of an organizational website. Findings suggest that both functional and hedonic aspects impact users’ affective and cognitive responses towards a website. Specifically, functional aspects (i.e., content and technical quality) show significant effects on both users’ involvement and attitude towards the website. Hedonic aspects (i.e., design and usability) only affect users’ attitude towards the website, but show higher total effects on user satisfaction than functional aspects.
Marketing at the Confluence between Entertainment and Analytics, 2017
While the role of emotions in marketing communication has been extensively investigated, the role... more While the role of emotions in marketing communication has been extensively investigated, the role of emotion displays shown in advertisements has not yet received adequate research attention. Drawing on emotional contagion theory (Hatfield et al. 1993, 1994), which is “the flow of emotions from one person to another with the receiver catching the emotions that the sender displays” (Hennig-Thurau et al. 2006, p. 58), this study examines how the facial expression of endorsers (Small and Verrochi 2009) displayed in destination advertisements and the brand’s strength (Aaker 1991, 1996) affect consumers’ intention to visit the destination, destination attachment, and word-of-mouth communication (WOM). Using a 2 × 2 between-subjects factorial design, we manipulated the emotion display of an endorser (smiling vs. non-smiling) shown in an advertisement for a destination and the destination brand’s strength (strong vs. weak). Each participant was randomly assigned to one of the four experimental conditions via an online questionnaire. The results of our study reveal that emotion displays in advertisements should receive more attention in both advertising and destination research and practice. A strong brand results in more favorable consumer responses in terms of intention to visit the destination, destination attachment, and WOM compared to a weak brand. This effect is strengthened for intention to visit and WOM when the advertisement promotes a smiling (vs. non-smiling) endorser. Thus, advertisements are most persuasive when they show a smiling endorser together with a logo representing a strong brand that transfers experiences and valuable information and, thus, provides value to the consumer. In terms of weak destination brands, we found that smiling endorsers cannot offset the effect; in other words a strong destination brand is a basic requirement for favorable consumer responses. Conversely, a smiling endorser is regarded a “delighter” that helps in increasing favorable consumer responses given a strong destination brand. Important implications for theory and management can be derived from these results. First, marketing managers are advised to integrate endorsers with positive emotions into their advertisements to reinforce the positive effect of the brand’s strength. Second, they are expected to create strong destination brands to elicit positive consumer responses. In sum, this study advances our understanding of emotion displays’ role in advertisements by taking into account the relevance of brand strength.
Die zunehmende Intensitat des interuniversitaren Wettbewerbs erhoht die Bedeutung des Qualitatsma... more Die zunehmende Intensitat des interuniversitaren Wettbewerbs erhoht die Bedeutung des Qualitatsmanagements. Die Qualitat von Forschung und Lehre wird durch Evaluationen er-fasst. Evaluation ist Teil einer Akkreditierung, bei der vor allem gepruft wird, ob die Qualitat eines Studiengangs vorgegebenen Mindeststandards entspricht. In der deutschen Hochschul-landschaft gibt es bisher kein etabliertes Modell zur Qualitatsmessung und -verbesserung. Der vorliegende Beitrag stellt ein Instrument zur Messung der Qualitat von (wirtschaftswissen-schaftlichen) Fakultaten vor. Das behandelte Modell, das AACSB (The International Asso-ciation for Management Education)-Modell zur Leistungsbeurteilung und Akkreditierung, besticht durch seine erschopfende Behandlung aller mit der Qualitat einer Fakultat verbunde-nen Themenkomplexe. Es geht damit weit uber eine blose Evaluation von Studium und Lehre hinaus. Im Hinblick auf Rigorositat und Handhabbarkeit ist es u.E. den bisher entwickelten Konzepten ub...
Die vorliegende Arbeit widmet sich dem Einfluss des Internet auf die Versicherungswirtschaft sowi... more Die vorliegende Arbeit widmet sich dem Einfluss des Internet auf die Versicherungswirtschaft sowie der Akzeptanz des Versicherungskaufs uber das Internet. Die Einflussfaktoren auf die Nachfrage von Versicherungen im Internet sind weitgehend unerforscht. Das Ziel der Studie ist es, Faktoren zu identifizieren, die die Akzeptanz des Internet-Versicherungsabschlusses nachhaltig beeinflussen. Uber die generierten Faktoren werden Handlungsempfehlungen fur das Internetangebot von Versicherungsunternehmen abgeleitet. Mit dieser Studie wird zum ersten Mal eine empirische Arbeit vorgelegt, die mogliche Akzeptanzfaktoren fur den Online-Versicherungsabschluss aus der Fachliteratur zusammenfassend darstellt und empirisch uberpruft. Die Ergebnisse zeigen, dass gunstige Konditionen, verbunden mit der Internetkauferfahrung, den wichtigsten Faktor der Akzeptanz von Versicherungen im Internet darstellen. Versicherungsunternehmen sollten deswegen insbesondere auf die Ausgestaltung der Konditionen acht...
Angesichts der gegenwartigen Problemlagen in Wirtschaft und Gesellschaft stellen Vision und Veran... more Angesichts der gegenwartigen Problemlagen in Wirtschaft und Gesellschaft stellen Vision und Verantwortung zentrale Handlungsmaximen dar. Beide sollten sowohl in der unternehmerischen Praxis als auch in anderen gesellschaftlichen Institutionen besonders pragend sein. Die moderne Managementwissenschaft ist hier aufgefordert, tragfahige Problemlosungen fur die Praxis zu entwickeln.||In "Management mit Vision und Verantwortung" geben renommierte Experten aus Wissenschaft und Praxis Impulse fur eine Intensivierung und Fundierung dieser Diskussion. Im Zentrum stehen folgende Themen:||-Rahmenbedingungen (z.B. mit Bezug auf Globalisierung, Burgerbeteiligung, nachhaltiger Konsum etc.)|-wissenschaftstheoretische Grundlagenreflexionen zu ethisch-normativen Analysen, Werturteilen und Utopien|-Religion und Kirche als Plattformen eines Management mit Vision und Verantwortung|-konkrete Gestaltungsbezuge zur unternehmerischen Praxis |-visionare und verantwortliche Unternehmensfuhrung|-zuk...
Nicola E. Stokburger-Sauer is Professor of Service Management at the Department of Strategic Mana... more Nicola E. Stokburger-Sauer is Professor of Service Management at the Department of Strategic Management, Marketing and Tourism, University of Innsbruck, Universitaetsstr. 15, 6020 Innsbruck, Austria, Phone: +43/512-507-72400, E-Mail: nicola.stokburger-sauer @uibk.ac.at. * Corresponding author. Verena Hofmann is Post-Doctoral Researcher at the Department of Strategic Management, Marketing and Tourism, University of Innsbruck, Universitaetsstr. 15, 6020 Innsbruck, Austria, Phone: +43/512-507-72404, E-Mail: verena.hofmann @uibk.ac.at. Art Sponsorship Success: An Empirical Investigation into Sponsor Recall and the Ambiguous Role of Visitors’ Involvement
This study highlights the importance of brand image for fan loyalty in team sport. A parsimonious... more This study highlights the importance of brand image for fan loyalty in team sport. A parsimonious 4-factor, 20-indicator structure effectively represents brand image. In contrast to Keller’s proposed model, relationships between the brand image’s components were discovered. Thus, in line with means-end theory, a brand-image model should incorporate causalities among brand attributes, benefits, and attitudes. Fan loyalty is positively influenced by a fan’s brand attitude. Relationships among the brand-image dimensions and loyalty are confirmed via structural equation modeling. The non-product-related brand attributes (i.e., logo or tradition) have a particularly large impact on attitudes and behavior. They represent promising starting points for a successful and differentiating team brand strategy.
Tourism destinations increasingly use brand-personification strategies to evoke favorable consume... more Tourism destinations increasingly use brand-personification strategies to evoke favorable consumer reactions. These reactions, however, may hinge on cultural differences. This paper investigates the relationships among nation brand personality perceptions, consumer brand-self congruity, and the visit intention of a country as a tourism destination. Brand-self congruity is examined as a mediator of the relationship between brand personality perception and visit intention. Of Hofstede's cultural dimensions, individualism and uncertainty avoidance are the most relevant dimensions for brand-self congruity. Based on representative samples of consumers from five countries (Italy, the UK, Czech Republic, Poland, and Russia) and using Slovakia as a sample tourism destination, the effect of individualism and uncertainty avoidance on the relationship between brand self-congruity and visit intention is studied. Individualism and uncertainty avoidance moderate the congruity – visit intention relationship – but in a negative way, contrary to our expectations. Important implications are derived for both tourism research and destination management.
Historically, marketing researchers have been strongly interested in the constructs of market mav... more Historically, marketing researchers have been strongly interested in the constructs of market mavenism (MM) and opinion leadership (OL) to understand the interpersonal dissemination of marketplace information (Childers 1986; Feick/Price 1987; Jacoby/Hoyer 1981; King/ ...
The quality of an organizational website can be a competitive advantage in an increasingly fierce... more The quality of an organizational website can be a competitive advantage in an increasingly fierce online environment. This article identifies decisive factors of website quality and assesses their effects on user satisfaction. While past website-quality research focuses on the perspectives of web developers and designers, our study targets web users and integrates perspectives of information systems (IS), marketing and environmental psychology. Based on a conceptual framework, we develop and test a structural model of website quality perception with data collected from 1,485 users of an organizational website. Findings suggest that both functional and hedonic aspects impact users’ affective and cognitive responses towards a website. Specifically, functional aspects (i.e., content and technical quality) show significant effects on both users’ involvement and attitude towards the website. Hedonic aspects (i.e., design and usability) only affect users’ attitude towards the website, but show higher total effects on user satisfaction than functional aspects.
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