Atefeh Yazdanparast

Bio: Atefeh Yazdanparast is an academic researcher from University of Evansville. The author has contributed to research in topics: Haptic technology & Consumer behaviour. The author has an hindex of 12, co-authored 25 publications receiving 458 citations. Previous affiliations of Atefeh Yazdanparast include Clark University & University of North Texas.

Co‐creating logistics value: a service‐dominant logic perspective

Abstract: Purpose – The purpose of this study is to explore logistics service value through the theoretical lens of service‐dominant (S‐D) logic with a focus on the creation of logistics value jointly by the provider and the customer.Design/methodology/approach – A cross‐disciplinary literature review including supply chain management, logistics, marketing, and strategy is conducted to integrate existing knowledge on value of service and antecedents and consequences of value creation in a process framework for co‐creation of value in a logistics context. This framework is grounded in the S‐D logic perspective and supported by transaction cost analysis (TCA), resource‐based view (RBV) and knowledge‐based view (KBV) of the firm.Findings – The process of co‐creation of value in a logistics context has three phases: learning, innovation and execution, and outcomes. These phases and their key elements are integrated into a comprehensive framework of co‐creation of logistics service value. A total of 12 propositions are ...

Consumer based brand equity in the 21st century: an examination of the role of social media marketing

Abstract: Purpose The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the study examines the role of consumer-brand social media experiences on attitude toward SMM activities of brands and its consequent impact on brand perceptions. Design/methodology/approach Paper-and-pencil surveys were administered to undergraduate students in a Southwestern university in exchange for extra credit. Survey questions were adapted from previously validated scales, and measurement adaptations were minimal and only related to the context of questions to assure their relevance with the context of this study. Bi-variate correlation, bootstrapping technique, Sobel test, ANOVA and linear regression were used to test the hypotheses. Findings The results indicate that brand-based SMM is essential in impacting consumers’ attitudes toward brands and consequently, CBBE reflected via perceived value for the cost, perceived uniqueness and the willingness to pay a price premium for a brand. Additionally, the main reason for individuals to use social media impacts their attitudes toward and receptiveness of SMM activities of brands. Research limitations/implications This study used a sample of college students to address the research questions. Considering the higher adoption rate and interest in social media among younger consumer groups, the results may not be representative of the entire population. Much of the existing research on social media, however, has focused on undergraduate college students and is primarily based on studies utilizing the similar research population. Originality/value The present research is one of the few studies that empirically examine the impact of consumer-brand interactions/experiences on consumers’ attitudes toward SMM activities of brands, as well as brand-related knowledge and perceptions as reflected by CBBE. The results indicate that the CBBE model of the twenty-first century should incorporate the role of brand-based SMM activities as facilitators of brand knowledge (i.e. brand awareness and brand image) by reinforcing or even shaping important brand-based associations.

Can Consumers Forgo the Need to Touch Products? An Investigation of Nonhaptic Situational Factors in an Online Context

Abstract: Touch is an important source of information for consumers, and there is much to learn about its role in an online purchase decision context where the ability to touch products is not (at least currently) possible. The present investigation examines three nonhaptic situation-specific factors that moderate the relationship between haptic motivation and consumer responses. The results indicate that positive mood, price promotions, and level of situation-specific product expertise are influential, yielding greater purchase intentions and product judgment confidence when touch is not available. Additionally, the findings of the investigation suggest that imagining a Web site is comparable to actually viewing a Web site. Several implications for consumer behavior research and online marketers are discussed. C � 2012 Wiley Periodicals, Inc.

The Quest for Competitive Advantage in Global Supply Chains: The Role of Interorganizational Learning

Abstract: The purpose of this article is to review literature on interorganizational learning (IOL) and related constructs systematically to develop a theoretical model of IOL. An extensive and systematic literature review was undertaken in major logistics, supply chain, operations, and strategic management journals to identify theories in which a model of IOL could be grounded and to document major relationships related to the concepts of organizational learning and IOL. Using resource-based view, relational view, and knowledge-based view as the theoretical foundations, a conceptual model depicting IOL as a source of a competitive advantage was developed. The proposed theoretical framework suggests IOL can be used to develop capabilities such as innovation and flexibility that, in turn, lead to higher levels of logistics performance and contribute to a fi rm's competitive advantage. Supply chain orientation is an important antecedent to IOL, and cultural distance is an important moderator of IOL. This article contributes to the body of knowledge on IOL by positioning IOL within the framework of received theories and constructs. Implications for managers and several directions for future research are also identified.