Publications
157 results found
Chun HH, Park CW, Eisingerich AB, et al., 2015, Strategic benefits of low fit brand extensions: When and why?, Journal of Consumer Psychology, Vol: 25, Pages: 577-595, ISSN: 1532-7663
Brand extensions have the potential to both enhance liking of the brand extension and induce positive spillover effects on the parent brand. Such dual outcomes enhance the brand's growth potential. We propose and empirically demonstrate that three variables endemic to any brand extension decision (brand reputation, brand extension fit, brand extension benefit innovativeness) jointly impact these positive outcomes. For strong reputation brands, these dual outcomes are maximized when the brand extension is low in fit and offers innovative benefits because low fit motivates consumers to process innovative brand extension information more deeply. For weak reputation brands, these effects are maximized when the brand extension is high in fit and offers innovative benefits because high fit strengthens consumers' trust in the weak brand's ability to deliver promoted benefits. The results suggest two distinct brand growth strategies for strong and weak reputation brands respectively.
Ren S, Eisingerich AB, Tsai H-T, 2015, How do marketing, research and development capabilities, and degree of internationalization synergistically affect the innovation performance of small and medium-sized enterprises (SMEs)? A panel data study of Chinese SMEs, INTERNATIONAL BUSINESS REVIEW, Vol: 24, Pages: 642-651, ISSN: 0969-5931
Sherwani Y, Ahmed M, Muntasir M, et al., 2015, Examining the role of gamification and use of mHealth apps in the context of smoking cessation: A review of extant knowledge and outlook, Publisher: Imperial College Business School
Eisingerich AB, Ren S, Tsai H-T, 2015, Case-Based Asymmetric Modeling of Firms with High versus Low Outcomes in Implementing Changes in Direction, Journal of Business Research, Vol: 69, Pages: 500-507, ISSN: 0148-2963
The study builds on and extends prior work on the search scope and innovation performance of small and medium-sized enterprises. Specifically, this study explores combinational causes leading to high innovation performance for emerging market firms using fuzzy-set qualitative comparative analysis (fsQCA). By calibrating the data, constructing the truth table and producing the fsQCA results on the data of small and medium-sized enterprises from China, this study highlights the combination of several causes that the innovation performance of firms depends on. The findings of this study reveal that the strong presence of R&D capability and firm size are necessary, while upward search scope is a sufficient condition for strong innovation performance. The article closes with implications for theory and practice and avenues for future work.
Seifert M, Siemsen E, Hadida AL, et al., 2015, Effective judgmental forecasting in the context of fashion products, Journal of Operations Management, Vol: 36, Pages: 33-45, ISSN: 0272-6963
We study the conditions that influence judgmental forecasting effectiveness when predicting demand in the context of fashion products. Human judgment is of practical importance in this setting. Our goal is to investigate what type of decision support, in particular historical and/or contextual predictors, should be provided to human forecasters to improve their ability to detect and exploit linear and nonlinear cue–criterion relationships in the task environment. Using a field experiment on new product forecasts in the music industry, our analysis reveals that when forecasters are concerned with predictive accuracy and only managerial judgments are employed, providing both types of decision support data is beneficial. However, if judgmental forecasts are combined with a statistical forecast, restricting the decision support provided to human judges to contextual anchors is beneficial. We identify two novel interactions demonstrating that the exploitation of nonlinearities is easiest for human judgment if contextual data are present but historical data are absent. Thus, if the role of human judgment is to detect these nonlinearities (and the linearities are taken care of by some statistical model with which judgments are combined), then a restriction of the decision support provided makes sense. Implications for the theory and practice of building decision support models are discussed.
Eisingerich AB, Chun HH, Liu Y, et al., 2015, Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth, Journal of Consumer Psychology, Vol: 25, Pages: 120-128, ISSN: 1057-7408
We examine the conceptual difference between consumer electronic word‐of‐mouth on online social sites (sWOM) such as Facebook and traditional face‐to‐face word‐of‐mouth (WOM). We find that consumers are less willing to engage in sWOM than WOM. Such a difference in willingness to offer word‐of‐mouth can be explained by social risk associated with different communication modes. We show that the difference between people's desire to engage in sWOM and WOM is mediated by perceived social risk and amplified when social risk is made salient. Furthermore, we show that consumers' need to self‐enhance mitigates the difference in willingness to offer sWOM versus WOM.
Ren S, Eisingerich AB, Tsai H-T, 2015, Search scope and innovation performance of emerging-market firms, JOURNAL OF BUSINESS RESEARCH, Vol: 68, Pages: 102-108, ISSN: 0148-2963
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Eisingerich AB, Auh S, Merlo O, 2014, Acta non verba? The role of customer participation and word of mouth in the relationship between service firms’ customer satisfaction and sales performance, Journal of Service Research, Vol: 17, Pages: 40-53, ISSN: 1094-6705
Evidence has shown that satisfied customers do not necessarily buy more of a company’s products and services, thus spurring researchers to look for a missing link between customer satisfaction and purchase behavior. Word of mouth (WOM) has been advocated as the elusive missing link and as a key indicator of customer-firm relationship strength. Yet, WOM is only one type of customer voluntary performance (CVP). In this study, a second type of CVP, namely customer participation (i.e., customers’ willingness to provide the firm with constructive feedback and suggestions), is argued to be crucial to ensure that a satisfied customer repurchases. The authors develop and test a model that predicts that satisfied customers repurchase when they become productive resources through two spontaneous and cooperative customer behaviors: WOM and participation. The empirical findings support the predictions, thus complementing and extending previous research. This research suggests that while WOM has been heralded as an important factor in firm growth, another factor that is at least equally if not more important to future sales is customer participation.
Merlo OG, Eisingerich A, Auh S, 2014, Why Customer Participation Matters, MIT Sloan Management Review: MIT's journal of management research and ideas, Vol: 55, Pages: 81-88, ISSN: 0019-848X
These days, many businesses are focused on increasing customers’ positive word of mouth. But emphasizing customer participation may be a more important vehicle for generating valuable repeat business.
Eisingerich AB, Merlo O, Auh S, 2013, Why Customer Participation Matters, MIT Sloan Management Review, Vol: 55, Pages: 81-88, ISSN: 1532-9194
Eisingerich AB, Whan Park C, Pol G, 2013, The Power of a Good Logo, MIT Sloan Management Review, Vol: 55, Pages: 10-12, ISSN: 1532-9194
Park CW, Eisingerich AB, Pol G, et al., 2013, The Role of Brand Logos in Firm Performance, Journal of Business Research, Vol: 66, Pages: 180-187
Park CW, Eisingerich AB, Park JW, 2013, Attachment-Aversion Model of Customer Brand Relationships, Journal of Consumer Psychology, Vol: 23 (2), Pages: 229-248
Park CW, Eisingerich AB, Park JW, 2013, From Brand Indifference and Aversion to Brand Attachment, Journal of Consumer Psychology, Vol: 23 (April), Pages: 269-274
Wheelock A, Eisingerich AB, Ananworanich J, et al., 2013, Are Thai MSM Willing to Take PrEP for HIV Prevention? An Analysis of Attitudes, Preferences and Acceptance, Plos One, Vol: 8(1)e54288
Liu Y, Eisingerich AB, 2013, Hope, Embarrassment, Gender and Future Product Adoption, Society for Consumer Psychology Summer Conference
Eisingerich AB, Liu Y, 2013, WOM on Facebook vs. Traditional WOM, American Marketing Association Winter conference
Gill-Simmen L, Eisingerich AB, 2013, Extending Brands to Employees, The Conference Board Executive Practitioner conference
Eisingerich AB, Falck O, Heblich S, et al., 2012, Firm Innovativeness Across Cluster Types, Industry and Innovation, Vol: 19 (April), Pages: 233-248
Eisingerich AB, Liu Y, Chun H, 2012, When Is Being Transparent Beneficial to a Brand, American Marketing Association Winter Conference
Eisingerich AB, Wheelock A, Gomez GB, et al., 2012, Attitudes and Acceptance of Oral and Parenteral HIV Preexposure Prophylaxis among Potential User Groups: A Multinational Study, PLoS One, Vol: 1 (7), Pages: 1-11
Liu Y, Eisingerich AB, 2012, The Role of Electronic WOM on Facebook in the Brand Attachment - Consumer Brand Purchase Relationships: When Electronic WOM on Facebook Matters More than Traditional WOM, Society for Consumer Psychology Winter Conference
Bhardwaj G, Eisingerich AB, Taeube F, 2012, Radical and Incremental Innovation in Clusters: The Role of Cluster Governance, Academy of Management Winter Conference, Florida
Gill-Simmen L, Eisingerich AB, 2012, Employees as Internal Brand Consumers - The Nature of Relationships, American Marketing Association Summer Conference
Wheelock A, Eisingerich AB, Gomez GB, et al., 2012, Views of policymakers, healthcare workers and NGOs on HIV pre-exposure prophylaxis (PrEP): a multinational qualitative study, BMJ Open, Vol: 4
Gill-Simmen L, Eisingerich AB, 2012, Employees as Internal Brand Consumers: The Nature of Relationships, Consumer Brand Relationships Conference, Boston: MA
Braune E, Eisingerich AB, 2012, Bache Gabrielsen: Market Development Challenge, Imperial College Business School Case, London
Liu Y, Eisingerich AB, 2012, Sharing Open Information and Impact on Customer-Brand Relationships, American Marketing Association Winter Conference
Eisingerich AB, Liu Y, 2012, The Role of Electronic WOM on Facebook in the Brand Attachment - Consumer Brand Purchase Relationships: When Electronic WOM on Facebook Matters More than Traditional WOM, Society for Consumer Psychology Winter Conference
Wagner SM, Joenke R, Eisingerich AB, 2012, A Strategic Framework for Spare Parts Logistics, California Management Review, Vol: 54 (August), Pages: 69-92
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