Silke Bambauer-Sachse

Bio: Silke Bambauer-Sachse is an academic researcher from University of Fribourg. The author has contributed to research in topics: Limit price & Service recovery. The author has an hindex of 11, co-authored 22 publications receiving 551 citations. Previous affiliations of Silke Bambauer-Sachse include University of Augsburg & Augsburg College.

Can advertising elements improve consumer evaluations of brand extensions with a moderate or low fit

Abstract: The focus of this paper is on analyzing how consumer evaluations of brand extensions with a moderate or poor fit to the core brand can be enhanced using advertising cues such as a fit prime and advertisement elements that are typically associated with the core brand. The results of the empirical study show that using a fit prime in advertisements is beneficial for moderately fitting brand extensions, but disadvantageous for poorly fitting extensions. Moreover, the results show that advertisement elements that are typically associated with the core brand can build links between the extension and the core brand and thus enhance the perceived fit. These findings imply that the options for extending a brand should not be considered as limited to product categories similar to the category of the core product because perceived fit can be influenced by communication. © 2011 Wiley Periodicals, Inc.

Service recovery for moderate and high involvement services

Abstract: Purpose – The purpose of this study is to determine which level of tangible compensation for a service failure leads to high levels of customer satisfaction for moderate- versus high-involvement services as well as for different conditions of responsibility for the failure and failure severity. Design/methodology/approach – The study is based on a 4 (tangible compensation: gift, discount, credit for future consumption, refund) × 2 (responsibility for the failure: restaurant vs customer) × 2 (failure severity: low vs high) × 2 (involvement: moderate vs high) design using scenarios in a restaurant context. Findings – The results reveal that, for moderate-involvement services, all types of compensation are equally appropriate, except for when customers are responsible for a severe failure. In this condition, they expect tangible compensation of higher benefit. For high-involvement services, the more severe the failure, the higher the benefit of tangible compensation should be, independent of responsibility. ...

The effect of social media communication on consumer perceptions of brands

Abstract: Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.

The effect of electronic word of mouth on brand image and purchase intention

Abstract: Purpose – Word‐of‐mouth (WOM) has been recognized as one of the most influential resources of information transmission. Advances in information technology and the emergence of online social network sites have changed the way information is transmitted. This phenomenon impacts consumers as this easily accessible information could greatly affect the consumption decision. The purpose of this paper is to examine the extent to which e‐WOM among consumers can influence brand image and purchase intention in the automobile industry.Design/methodology/approach – Measurement items are adapted from existing scales found in the marketing literature. Academic colleagues reviewed the items for face validity and readability. The scales are evaluated for reliability, convergent validity, and discriminant validity using data collected in a survey of Iran Khodro's prospective customers in Iran. A structural equation modeling procedure is applied to the examination of the influences of e‐WOM on brand image and purchase inte...

The impact of electronic word of mouth on a tourism destination choice

Abstract: Purpose – In an environment in which there has been a reduction in consumer trust of both organizations and advertising, as well as a decrease in television advertising, word of mouth (WOM) offers a way to obtain a significant competitive advantage. WOM is especially important in the hospitality and tourism industry, whose intangible products are difficult to evaluate prior to their consumption. When WOM becomes digital, the large‐scale, anonymous, ephemeral nature of the Internet induces new ways of capturing, analyzing, interpreting, and managing the influence that one consumer may have on another. The purpose of this paper is to investigate the impact of electronic WOM (eWOM) on a tourism destination choice, using the theory of planned behaviour (TPB). Further, an effort was employed to determine the effect of past travel experience on using eWOM and TPB constructs.Design/methodology/approach – A structural equation modeling procedure was applied to the examination of the influences of eWOM on attitude...

Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach

Abstract: The purpose of this paper is to study the interrelationships among electronic word of mouth (eWOM), destination image, tourist attitude, and travel intention in the tourism industry In addition, the paper examines the effect of sociodemographic characteristics on the research variables A 10 min pen and paper questionnaire was distributed to international tourists in Isfahan through a nonprobability, convenience-sampling approach Reliability and validity of the measurement scale were established through average variance extracted (AVE), Cronbach's alpha analyses, and intercorrelation analyses A structural equation model (SEM) test with maximum likelihood estimation was performed to test the relationship among the research variables using 264 participants In addition, the possible influence of sociodemographic characteristics on the research variables was analyzed using an ANOVA The empirical results from the structural model suggest that: (1) eWOM positively influences the destination image, tourist attitude and travel intention; (2) destination image and tourist attitude have a significant relationship with intention to travel; (3) destination image positively affects tourist attitude, and (4) the socio-demographic characteristics influence using eWOM, destination image, tourist attitude, and travel intention Implications and future research issues were discussed