摘要 :
Häufig trifft ein Individuum Urteile über neue Produkte, ohne sich zuvor mit diesen befasst zu haben. Hierzu dient ihm sein bestehendes Wissen in Form von Schemata. Bislang wurde der Einfluss von Schemata auf die Einstellungen zu...
展开
Häufig trifft ein Individuum Urteile über neue Produkte, ohne sich zuvor mit diesen befasst zu haben. Hierzu dient ihm sein bestehendes Wissen in Form von Schemata. Bislang wurde der Einfluss von Schemata auf die Einstellungen zum Produkt und auf Kaufentscheidungen in der Innovationsforschung nahezu vernachlässigt. Das Ziel dieses Beitrags besteht daher in der Herleitung und Überprüfung eines Modells zur Erklärung der Wirkung von Schemata auf die Beurteilung von radikalen Produktinnovationen. Die gewonnenen Ergebnisse liefern Hinweise für die Gestaltung neuer Produkte. Zunächst zeigt sich, dass eine Person auf Grund ihres Bestrebens zur Minimierung des kognitiven Aufwands etwa das erste verfügbare plausible Schema heranzieht und sich insofern in ihrer Beurteilung leiten lässt. Besteht eine hohe Produktais auch Markenschemakonsistenz ist eine positive Einstellung zur Übernahme des Neuprodukts im Einklang mit einer hohen Adoptionswahrscheinlichkeit die Folge. Das Gegenteil ist bei hohen Inkongruenzen im Produkt- und Markenbereich der Fall; eine positive Einstellung einhergehend mit einer Adoption des Neuprodukts ist nicht zu erwarten. Als eine Konsequenz für die Markenstrategie
lässt sich festhalten: Der Marketer sollte insbesondere bei starker Produktinkongruenz die Innovation unter einer bereits etablierten Marke positionieren. So können auch sehr innovative Neuprodukte von dem bekannten Markennamen profitieren und dadurch an den Verbraucher gelangen, ohne bei diesem ein starkes Misstrauen oder gar Ablehnung hervorzurufen.
收起
摘要 :
Purpose – This study aims to show that brand success can be improved if the brand promise that is communicated through mass media campaigns is lived up to by each employee of a company. The paper terms such brand consistent emplo...
展开
Purpose – This study aims to show that brand success can be improved if the brand promise that is communicated through mass media campaigns is lived up to by each employee of a company. The paper terms such brand consistent employee behaviour behavioural branding and identifies managerial instruments for its implementation and management. Design/methodology/approach – The model in the paper explains the brand's contribution to company success by brand consistent employee behaviour, functional employee performance and brand congruent mass media communication. Brand consistent employee behaviour and functional employee performance in turn are modelled as determined by formal and informal management techniques as well as employee empowerment. The model is tested on a sample of 167 senior managers using partial least squares and finds empirical support. Furthermore, practical implications are provided based on additional top management focus groups. Findings – The paper finds that behavioural branding determines the brand's contribution to company success. Further, the results show that informal management and employee empowerment have a far stronger impact on the brand consistency of employee behaviour than formal management instruments. Practical implications – Managers should spend more time explaining and discussing targets of behavioural branding, and they should create an organisational environment that enables employees to find their own individual ways of articulating a brand to customers. Originality/value – The framework in the paper integrates personal and non-personal facets of interaction for a holistic explanation of brand performance. It provides a broader understanding of factors affecting the accruement of a customer's brand experience and enables researchers and practitioners to develop more consistent and promising brand management activities.
收起
摘要 :
Customer value and customer satisfaction are pivotal but at the same time elusive concepts in services marketing theory. This paper focuses on discussing the relationship between these two concepts. We propose operationalization b...
展开
Customer value and customer satisfaction are pivotal but at the same time elusive concepts in services marketing theory. This paper focuses on discussing the relationship between these two concepts. We propose operationalization by developing and testing scales, especially operational indicators, for important dimensions and drivers of the services-value construct. A multitrait-multimethod design is used to test the robustness of the operationalization. Furthermore, a cross-cultural data set is used to explore country influences using confirmatory factor analysis and structural equation models. Results indicate that the measurement construct is robust and useful in country-comparative studies.
收起
摘要 :
Repeatable and stable scanning near-field optical microscopy (SNOM) images are obtained under shear-force control if uncoated, i.e. cold and sharp, tapered fiber tips are used. True chemical contrast is seen for the first time on ...
展开
Repeatable and stable scanning near-field optical microscopy (SNOM) images are obtained under shear-force control if uncoated, i.e. cold and sharp, tapered fiber tips are used. True chemical contrast is seen for the first time on organic crystals due to the different neart-field reflectivities of different chemical species on partly oxidized anthracene. The topography spans a Z-range of 500 nm. The surface roughness is tolerable and the sites of reaction can be related to crystal structure data.
收起
摘要 :
The light-induced controlled release of fragrances from photolabile 2-oxo-(2-phenyl)acetates via Nor-rish Type II photofragmentation was evaluated by irradiation of the precursors in different solvents and on cotton in a typical f...
展开
The light-induced controlled release of fragrances from photolabile 2-oxo-(2-phenyl)acetates via Nor-rish Type II photofragmentation was evaluated by irradiation of the precursors in different solvents and on cotton in a typical fabric softener application. The desired photooxidation was found to work efficiently in water-based systems, and it tolerates the presence of oxygen. The formation of a certain amount of alcohol besides the desired aldehyde or ketone was attributed to further reaction of the photochemically released carbonyl compound, rather than to ester hydrolysis in an aqueous environment.
收起
摘要 :
A novel approach towards NIR absorption, including the de-protonation and subsequent quinoidal charge delocalization of amino-substituted rylene dicarboximides, is presented.
Organic colorants possessing near-infrared (NIR) absor...
展开
A novel approach towards NIR absorption, including the de-protonation and subsequent quinoidal charge delocalization of amino-substituted rylene dicarboximides, is presented.
Organic colorants possessing near-infrared (NIR) absorption properties have received much attention in the last decade because of their extensive high-tech applications, such as energy management, photovoltaics, biosensing, optical data storage and telecommunications. Since a comprehensive review on NIR dyes appeared in 1992, many novel NIR chromophores have been developed. Oligomeric porphyrin ribbons with an absorption between 1500 and 2500 nm, and a quinoidal porphyrin dimer absorbing at 1080 nm serve as outstanding examples. Quinoidal oligothiophenes that have an absorption above 1000 nm and quinoidal oligophenylene radical cations that absorb at 1302 nm have also been described. Generally, the formation of quinoidal structures (e.g. having para-benzoquinone-type conjugated double bonds) lowers the HOMO-LUMO energy gap of the molecule, which shifts the NIR absorption bathochromically.
收起
摘要 :
Chemical and biological labeling is essential for the exploration of protein function, as fluorescent probes allow detection of molecular interactions, mobilities, and conformational changes. Especially fluorescence resonance ener...
展开
Chemical and biological labeling is essential for the exploration of protein function, as fluorescent probes allow detection of molecular interactions, mobilities, and conformational changes. Especially fluorescence resonance energy transfer (FRET) has be
收起
