دانلود رایگان مقاله ملایمت محصول فناوری و پیامدهای آن در عشق به برند – سال 2021
مشخصات مقاله:
عنوان فارسی مقاله:
ملایمت محصول فناوری و پیامدهای آن در عشق به برند
عنوان انگلیسی مقاله:
Technology product coolness and its implication for brand love
سال انتشار مقاله:
2021
مناسب برای رشته های دانشگاهی زیر:
مدیریت
مناسب برای گرایش های دانشگاهی زیر:
بازاریابی، مدیریت بازرگانی، مدیریت کسب و کار
وضعیت مقاله انگلیسی و ترجمه:
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فهرست مطالب:
Abstract
1. Introduction
2. Literature review and exploratory study
2.1. Coolness
2.2. Dimensions of perceived coolness
2.3. Exploratory study
2.3.1. In-depth interviews: analysis and findings
2.4. Dimensions of perceived coolness
2.4.1. Desirability
2.4.2. Innovativeness of technology
2.4.3. Attractiveness
2.4.4. Rebelliousness
2.4.5. Usability
2.4.6. Reliability
2.5. Outcome of perceived coolness
2.5.1. Perceived coolness and brand love
3. Methodology
3.1. Items included in the study
3.2. Pretest
3.3. The main study: questionnaire and data collection
4. Analysis
4.1. Sample characteristics
4.2. Common method variance (CMV)
4.3. Confirmatory factor analysis (CFA)
4.4. Measurement model
4.5. Structural model
5. Discussion
5.1. Theoretical contribution
5.2. Managerial contribution
5.3. Limitations and suggestions for future research
Appendix A. Supplementary data
Research Data
References
قسمتی از مقاله انگلیسی:
1. Introduction
The variety, volume, and velocity of the proliferation of technology products have increased manifold over the last decade, with products displaying increasing similarity with each other (Ebrahim et al., 2016). The increased resemblance among technology products has led to the waning of unique differentiating factors among them. Convergence of product features creates challenges for both firms and consumers; while firms find it difficult to cut through the clutter, consumers are flooded with myriad options of technology products, where the similarity in functional and technical features of competing products make it difficult to choose one over the other. For instance, standardized offerings of smartphone brands, with minor differences in functional and technical features create problems of differentiation (Petruzzellis, 2010) and selection. For technology products, coolness has emerged as one of the compelling differentiators (Kerner and Pressman, 2007), as it helps consumers in product evaluation (Sundar et al., 2014). So, for technology products, coolness has become a crucial element required for the continuous achievement of firms’ objectives of product differentiation. It is noted that the products that are perceived as cool, such as iMac, iPod, iPhone, and iPad (Im et al., 2015) have transformed the fortunes of the parent company. Such success stories demonstrate that consumers treasure the characteristic of coolness in technology products. However, an understanding of the characteristic of perceived coolness in the context of technology products is nebulous in extant literature, and the scrutiny of the construct has not advanced much. The following gaps are noticed in literature: First, other than some context-specific knowledge (Belk et al., 2010), extant literature remains inadequate (Rahman, 2013) in answering questions like: What are the dimensions of perceived coolness? Second, extant literature has measured coolness through single item scales (Dar-Nimrod et al., 2012; Warren and Campbell, 2014), which assumes that coolness is a unidimensional construct. Third, extant literature has identified only a small and restricted number of dimensions of perceived coolness (Warren and Campbell, 2014; Sundar et al., 2014; Bruun et al., 2016; Raptis et al., 2017), which provide limited understanding of the perceived coolness construct. Fourth, while the conceptual explanation of perceived coolness is addressed in some marketing studies (Rahman, 2013), there are very few empirical studies based on the perceived coolness construct (Warren and Campbell, 2014). Fifth, the majority of the studies investigating the coolness construct is from the perspective of consumers residing in developed countries in the west (e.g., the UK, the USA). However, the perception of coolness may be different across cultures (Gerber and Geiman, 2012), and few studies investigate the construct in the context of emerging economies. Sixth, extant literature offers little research on brand-related consequences of perceived coolness. Building on the above-mentioned gaps, this study has two broad objectives: enhancing the conceptual understanding of perceived coolness, by identifying a set of possible dimensions of perceived coolness, and investigating the relationship between perceived coolness and a brand-related outcome, specifically, brand love.
