行銷硏究 : Marketing research

What makes organizations so similar? We contend that the engine of rationalization and bureaucratization has moved from the competitive marketplace to the state and the professions. Once a set of organizations emerges as a field, a paradox arises: rational actors make their organizations increasingly similar as they try to change them. We describe three isomorphic processes-coercive, mimetic, and normative—leading to this outcome. We then specify hypotheses about the impact of resource centralization and dependency, goal ambiguity and technical uncertainty, and professionalization and structuration on isomorphic change. Finally, we suggest implications for theories of organizations and social change.

The iron cage revisited: Institutional isomorphism and collective rationality in organizational fields (Chinese Translation)

The use of expert judges in scale development: Implications for improving face validity of measures of unobservable constructs

Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment ☆

The art of writing literature review: What do we know and what do we need to know?

This article reports an empirical study that revisits the unique selling proposition (USP) concept by delineating the content domains based on an operational definition. A revised USP (RUSP) scale was developed and purified, resulting in five dimensions that were consistent with our theoretical conceptualization. An application study further demonstrated that a high or low level of RUSP characteristics in an ad is associated with ad effectiveness measures. Theoretical contributions, managerial applications, and future research directions are discussed.

Revised Unique Selling Proposition: Scale Development, Validation, and Application

This paper aims to examine the B2B advertising effect on firm’s market value and whether/how its effectiveness can be enhanced with corporate social responsibility (CSR) strengths.,The authors propose that CSR can be a strategic complement to advertising and reinforce the latter’s positive effect on a firm’s performance in two logics: signaling mechanism and defensive mechanism. Using the Kinder, Lydenberg, and Domini database and final data obtained from Compustat, the authors applied fixed effect regression analysis to test the interaction effect of advertising expense and CSR strengths on firms’ market performance as operationalized in Tobin’s Q.,The result confirms that CSR moderates the B2B advertising effect on a firm’s market value. More importantly, the authors find that internal CSR activities that are closely related to a firm’s core business, compared to external CSR activities, more significantly enhance the advertising effectiveness on a firm’s market value.,This research provides guidelines for B2B firms to better prioritize resource allocation to CSR practices for achieving a better financial outcome.,The current study on the joint effect of advertising and CSR has important theoretical and managerial implications, given both tools are commonly used by most B2B firms but not necessarily integrated into one corporate marketing strategy.

Effect of B2B advertising on firm’s market value: CSR as a strategic complement

The dark side of channel rewards for observer distributors: A social comparison perspective

International consumer research, as an academic endeavor, incubated in the 1960s, went through an infancy stage during the 1970s and early 1980s, entered the growth stage around mid-1980s, and has recently shown promise in the 1990s. In this paper, the international consumer research literature is reviewed on the chronological basis. The research themes and progresses in each decade are identified and assessed from a historical perspective, which provides the guidance for future studies and theory construction.

The Evolution of International Consumer Research

The purpose of this paper is to investigate how consumers’ affective goal pursuit influences the relationship between their affect and satisfaction in services. In particular, it examines when affect can directly influence satisfaction and when such an impact is mediated by perceived service quality.,This research explores consumers’ consumption goals in three different service contexts, i.e., a primarily pleasure-seeking hedonic service context, a primarily arousal-seeking hedonic service context and a utilitarian (non-affect-seeking) service context.,Results from two studies show that the primary affective consumption goal determines which specific affect can directly influence satisfaction. Other desirable non-primary affect influences satisfaction through the mediation of perceived service quality.,This research focuses on the service contexts in which consumers’ primary consumption goals vary. Further research may focus on the priority and strength of a consumer’s various consumption goals in different services and study how the priority and strength of different consumption goals determine how affect influences quality and satisfaction.,The study provides several insights for service providers and retailers to recognize that consumers’ primary consumption goals may vary in different service contexts, for different consumers, and even at different usage situations. Accordingly, marketers need to develop different strategies for consumer with different goal pursuit in services.,While the literature has documented that consumer affect influences consumer satisfaction in general, it is unclear how different consumption goals influence the impact of affect on satisfaction. This research contributes to the consumer goal literature by demonstrating the importance of primary consumption goals in the post-consumption evaluation of services.

Cheng Lu Wang

Papers

Revised Unique Selling Proposition: Scale Development, Validation, and Application

Effect of B2B advertising on firm’s market value: CSR as a strategic complement

The dark side of channel rewards for observer distributors: A social comparison perspective

The Evolution of International Consumer Research

Examining consumer affective goal pursuit in services: When affect directly influences satisfaction and when it does not