Online Market Research Research Articles

PIN13 Cost-Minimization Analysis of Introducing Hexaxim® into Korean National Immunization Program

Multivalent vaccines have brought public health and economic benefits by covering new antigens without increasing the number of injections. A fully liquid hexavalent vaccine, Hexaxim® (DTaP-IPV-Hib-HepB) has been approved in Korea with proven immunogenicity and safety compared to pentavalent DTaP-IPV/Hib co-administered with standalone Hep B vaccine. This research aims to evaluate the socio-economic impact of introducing Hexaxim® in Korean national immunization program (NIP). A cost-minimization analysis was performed with a societal perspective over a 1-year time horizon. Vaccines acquisition, administration, immunization error related costs, parents’ transportation and time costs were considered in the model. The probabilities of immunization error were obtained from Time and Motion study, which showed that a fully liquid vaccine significantly reduced the preparation time and resulted in fewer immunization errors. Data on birth cohort, vaccine coverage rate, transportation cost and hourly gross wage were collected from official national sources. In order to obtain the number of hospital visits for inoculation, a nationwide online market research (N=400) was carried out in August 2020. Parents’ time costs were estimated by Opportunity Cost Methods, but different approaches also explored in the sensitivity analysis. If Korea switches from the current pentavalent DTaP-IPV/Hib plus HepB to Hexaxim® for NIP, it will provide 33.2 billion KRW (=29 million USD) substantial cost-savings over the coming year. This was mainly attributable to parents’ time savings by reducing hospital visits. Reducing transportation, inoculation fee and immunization errors were also contributing factors. Sensitivity analyses indicated that results were robust to the different valuation approaches. Our research demonstrates the socio-economic value of Hexaxim® beyond clinical evidences. Additional practical benefits of Hexaxim® such as reducing storage, distribution and preparation steps, which were not fully captured in this analysis, could be considered from HCP’s perspectives. These results would support evidence-based decision-making on the introduction of Hexaxim® in Korea NIP.

Online Marketing Research - Roles in Generating Customer Insights

Abstract Companies cannot take decisions without the availability of proper information. So, marketers need to have the latest information about the target market. Marketers achieve this by collecting information based on traditional data collection methods and online marketing research. The study discusses the various aspects of conducting online marketing research, role of the internet in online marketing research, strategies followed by companies for online marketing research, the ways in which companies communicate and act on the information generated from the research, and the advantages and the disadvantages of conducting online marketing research. The study suggests that companies should conduct online marketing research not only to collect information about customers but also to utilize the insights generated to formulate better strategies and to develop better relationships with customers.

Teaching the Online Marketing Research Course for MBA Students

Learning in an online environment shares many aspects with the learning required in marketing research projects conducted by research agencies with client firms. However, learning-management-system platforms now provide powerful ways to enrich learning in the online environment through threaded discussions, access to video clips and lively interaction between students and instructors. In such ways, an asynchronous online marketing research course can allow the type of rich experience and reflection that are the hallmarks of valuable experiential-learning. The purpose of this article is to discuss the benefits and challenges of teaching a key course in the education of business students—the marketing research course—in an online environment. This article integrates theoretical frameworks of online education and discusses timely issues for those teaching an online marketing-research course to MBA students, such as the importance of imparting the scientific method, the role of the teacher as a facilitator, content for the course, and thoughts about future marketing research courses. Because most online MBA students are currently working in business, they have an opportunity for applying their learning at work in a very valuable way. Such opportunity can bring an energy and excitement for learning not matched in other contexts for the MBA.

Combinations of Drinking Occasion Characteristics Associated with Units of Alcohol Consumed among British Adults: An Event-Level Decision Tree Modeling Study.

Alcohol consumption is influenced by the characteristics of drinking occasions, for example, location, timing, or the composition of the drinking group. However, the relative importance of occasion characteristics is not yet well understood. This study aims to identify which characteristics, and combinations of characteristics, are associated with units consumed within drinking occasions. It also tests whether accounting for occasion characteristics improves the prediction of consumption compared to using demographic information only. The data come from a cross-sectional, nationally representative, online market research survey. Our sample includes 18,409 British drinkers aged 18+who recorded the characteristics of 46,072 drinking occasions using 7-day retrospective drinking diaries in 2018. We used decision tree modeling and nested linear regression to predict units consumed in occasions using information on drinking location/venue, occasion timing, company, occasion type (e.g., a quiet night in), occasion motivation, drink type and packaging, food eaten and entertainment/ other activities during the occasion. We estimated models separately for 6 age-sex groups and controlled for usual drinking frequency, and social grade in nested linear regression models. Open Science Framework preregistration: https://osf.io/42epd. Our 6 final models accounted for between 55% and 71% of the variance in drinking occasion alcohol consumption. Beyond demographic characteristics (1 to 9%) and occasion duration (24 to 60%), further occasion characteristics and combinations of characteristics accounted for 31 to 70% of the total explained variance. The characteristics most strongly associated with heavy alcohol consumption were long occasion duration, drinking spirits as doubles, and drinking wine. Spirits were also consumed in light occasions, but as singles. This suggests that the serving size is an important differentiator of light and heavy occasions. Combinations of occasion duration and drink type are strongly predictive of alcohol consumption in adults' drinking occasions. Accounting for characteristics of drinking occasions, both individually and in combination, substantially improves the prediction of alcohol consumption.

Combining online market research methods for investigating brand alignment: the case of Nespresso

PurposeThe purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry. Specifically, consumer brand associations from user-generated content (UGC) and company brand associations from firm-generated content (FGC) are explored to measure the alignment between brand identity and brand image. The selected context of research is the beverage industry wherein companies are called on to develop appropriate digital websites and brand communication strategies to enhance the consumers' brand experience.Design/methodology/approachThe authors introduce a research approach that integrates netnography with text mining analysis. Since brand associations were the basis of the study’s analysis, the authors focused on text mining procedures, providing data (co-occurrences) corresponding to brand associations that consumers perceive and that the company communicates. Data were used to develop the measurements of brand alignment.FindingsThe main findings of this research highlight the importance for both scholars and practitioners of determining brand alignment of beverage products in online communities. Knowing the alignment between the way a company communicates its brand identity and how this is perceived by consumers allows for effectively reviewing brand communication.Originality/valueAlthough the combined analysis of the alignment between brand image and brand identification has received attention in marketing literature, most scholars have neglected how to measure brand alignment. This is a need for many marketing managers in the coffee industry who are now moving in digital environments where the role of consumers is not that of receivers of brand communication but rather that of cocreators of brand value.

Path Model Validation of Breastfeeding Intention Among Pregnant Women

ObjectiveTo validate a blended health belief model and integrated behavioral model of selected modifiable psychosocial constructs during pregnancy to seek the best-fit path model for breastfeeding intention. DesignA nonexperimental, cross-sectional study. SettingA virtual online market research sample aggregator. ParticipantsWomen (N = 300) between 18 and 45 years of age in their second or third trimesters of pregnancy participated in the study in February 2018. MethodsBased on the health belief model and the integrated behavioral model, we proposed a theoretical framework, including self-efficacy for breastfeeding, knowledge, perceived benefits, perceived barriers, attitude toward breastfeeding, patient–provider interaction, and motivation to breastfeed, to predict breastfeeding intention. We administered a 98-item questionnaire modified from preexisting instruments. We conducted descriptive, bivariate, and regression analyses to help with the formation of the path model. ResultsThe best-fit path model with all significant paths and effect directions showed that intention to breastfeed is directly influenced by motivation to breastfeed, attitudes toward breastfeeding, and self-efficacy for breastfeeding, which together accounted for 56% (R2) of the variance in intention. We also identified indirect effects from knowledge about breastfeeding, patient–provider interaction, perceived benefits, and perceived barriers and their interrelationships with effect directions. ConclusionThrough our findings, we contribute to the emerging body of evidence that shows the significant variables and their effect directions for breastfeeding intention. Incorporating these findings may provide support and evidence for clinical and community interventions focusing on modifiable psychosocial constructs during pregnancy to promote breastfeeding and further investigations using health behavior theories.

Маркетинг як економічна наука

The aim of the article. The purpose of the article is to form evidence that marketing is an economic science. The results of the analyses. Marketing is an economic science that studies the problem of sales in the capital cycle, ie the issue associated with the transformation of the commodity form of the value of capital into the monetary form of the value of capital. Marketing in terms of commodity production solves the problem of sales in the capital cycle. The reason for the emergence of marketing is the emergence of the buyer's market at the stage of mechanization of the industrial stage of commodity production. The subject of the study of marketing is the study of the problem of sales in the capital cycle. The essence of marketing is a support at the stage of sale of the continuity of the capital cycle. Marketing, like any economic sciense, is evolving, and the stages of evolution must be tied to the way goods are produced. Since the advent of classical marketing theory, the method of production has changed, so it is logical to assume that its periodization should change adequately. In the context of digitalization of the economy, the Internet and other digital channels are changing the forms and methods of marketing, the era of omnichannel marketing has come, the marketing of the XXI century. Conclusions and perspectives for further research. Marketing is the result of the development of four economic doctrines: mercantilism, classical and neoclassical political economy, marginalism, institutionalism. The genetic roots of marketing go back to the early stages of capitalism, and the evolution of marketing theory is intertwined with the evolution of economic theory. With the digitalization of the economy, the Internet and other digital channels are changing the forms and methods of marketing, the era of omnichannel marketing has come. Automation, targeting, personalization, video content, multimedia projects, online marketing research modernize marketing in form. But the mission of marketing remains the same as to solve the problem of sales in the capital cycle of enterprises. In the future it is necessary to study the evolution of the marketing paradigm taking into account the changes in technological systems during the XX-XXI centuries. Keywords: marketing, economics, mercantilism, political economy, marginalism, institutionalism, omnic marketing.

Exploring the barriers to upscaling the production capacity of the edible insect sector in the United Kingdom

PurposeThis study aims to explore the barriers to upscaling the production capacity of the edible insect sector in the UK and to identify the impact of current regulation on the sector's development.Design/methodology/approachA significant proportion of edible insect-producing companies within the UK were identified through an online market research database and contacted via email to invite them to participate in this study. Phone interviews were conducted with ten companies. Thematic analysis was adopted for data analysis.FindingsThere were five themes identified as barriers to the upscaling of the production for the edible insect sector in the UK: insect feeding materials, production capacity, expertise and knowledge, new product development and regulatory uncertainty.Research limitations/implicationsThis research was based on a qualitative study. Further quantitative research is needed to test the extent of the impact of these five themes on upscaling production capacity. In addition to production capacity, marketing and consumers' acceptance, culture and behaviour can also be considered in future studies.Originality/valueThis study makes a significant contribution to the literature by providing insight on the barriers to upscaling production capacity in the edible insect sector.

Misperception of entrepreneurship and its consequences for the perception of entrepreneurial failure – the German case

PurposeThis study aims to investigate how Germans' misperceptions of the nature of entrepreneurship influence their attitudes towards entrepreneurial failure.Design/methodology/approachAdopting a multivariate regression analysis, the study used data collected from a commercial online market research panel (N = 2,027) reflecting the overall German working population. Attitudinal items on business failure were used to measure the study variables. The study controlled for age, education, employment status, gender, income, whether the respondent knows a failed entrepreneur and the German federal state in which the respondent resides.FindingsThe findings suggest that reservations about failed entrepreneurs become stronger as misperceptions of the nature of entrepreneurship worsen. The results also show that failure reservations vary regionally over the 16 German federal states.Practical implicationsNationwide efforts regarding the stimulation of entrepreneurship and the acceptance of entrepreneurial failure are insufficient for removing failure reservations, as they neglect regional cultural differences. The results suggest that it is not enough just to invest in efforts to create a failure-friendly culture, and that a better general education about the realities of entrepreneurship is a prerequisite.Originality/valueThe study generates insights into how the overall population in an innovation-driven economy perceives entrepreneurship and entrepreneurial failure. Moreover, the work delves into the reasons why parts of German society reject failed entrepreneurs. Hence, this study can aid the drafting of effective policy initiatives at the regional and national levels.

A Bibliometric Analysis of Global Online Marketing Research Trends

The revolution of the internet technology has increased the demand for online marketing strategies. Over the years, online marketing has received considerable attention owing to its advantages to both individuals and organizations. This study sought to analyze the global online marketing research trends from 1975 to 2019 through a bibliometric analysis procedure. A total of 789 published articles were retrieved from the Scopus database for the analysis. The results suggest that between 2001-2010, Google AdWords, affiliate marketing, e-mail marketing, search engine advertising (SEA), search engine marketing (SEM), search engine optimization (SEO), social media marketing, and convergent mobile technologies is the most preferred online marketing platform in the hospitality, tourism, hotel, multi-national corporations (MNCs), construction, and software industry. Between 2011-2019, online marketing study focused more on social media marketing platforms such as Facebook, Instagram, Twitter, blogs, and dual-channel (i.e., YouTube). Also, the online marketing trend switched its focus from multi-national corporations (MNCs), construction, and software industry in 2001-2010 to small and medium enterprises (SMEs), business-to-business marketing, and agribusiness in 2011-2019. The findings of this study provide useful information to academic researchers and industry practitioners to aid their understanding of online marketing research development and online marketing roles in strategizing marketing plans. This paper innovates by identifying new areas for investigation and potential research opportunities in the field of online marketing. It is one of the pioneer studies which provides a greater understanding of online marketing research by investigating its evolution through bibliometric analysis.

Gender Influences Self-Reported Use Patterns and Demographics in Canadian Cannabis Users

Abstract Objectives With federal legalization of cannabis in Canada and hemp in the USA, there is much interest in consumer demographics and use patterns. The objective of this study was to examine gender differences in cannabis use patterns and demographics in Southwestern Ontario, Canada. Methods A 31 question, online market research survey was conducted on past and present cannabis use from March 2018 to October 2019, including Canadian respondents before and after federal cannabis legalization. The associations between gender and self-reported use reason and frequency, route of administration, cannabinoid, and life stage when starting were assessed. Possible differences were assessed by the Chi Square test and two sample t-test (age only). Results There were 2264 male and 1830 female respondents to the survey, with an average age of 34 ± 13 years. Across genders, the majority of users first started in high school (59.5%). Gender was associated with frequency of use (P < 0.001), higher proportions of males (73.9%) than females (61.1%) were daily users. Males more often reported using inhalation routes of administration, both vapour (43.6% M vs. 30.7% F) and smoking (85.3% M vs. 77.9% F) (P < 0.001). Interestingly, there were no significant differences in the use of sublingual (13.5% total), oral (47.0%) or suppository (0.6%) products between the groups. A greater proportion of males reported recreational cannabis use (79.6% M vs. 72.7% F) (P < 0.001). This agrees with an association between gender and reason for use for which a greater proportion of males reported using cannabis to socialize/relax (68.5% M vs. 54.8% F) and to receive a high (33.0% M vs. 22.6% F) (P < 0.001). Furthermore, the psychoactive component of cannabis, THC, was the most frequently consumed cannabinoid among a greater proportion of males (38.3%) than females (25.7%). Interestingly, there were equal proportions of males and females using cannabis for digestion, controlling pain, and reducing seizures. Conclusions There are significant associations between gender and cannabis use in central Canada. Males and females report using cannabis for different reasons and in different ways and frequencies. With further research there is great potential for cannabis in health and wellness and these data are essential components to inform study design and progress this research area forward. Funding Sources KGK Science Inc.

온라인 운동 소비문화 #피트스피레이션 이해하기: 네트노그라피 연구법을 활용한 디지털 시대의 소비자 행동 연구

Purpose: Understanding the culture and the language of online consumesr and its specific underlying social motivations is a crucial aspect of achieving the market orientation. It can successfully conceptualize new products, employ existing and new channels. It also helps to writep otent advertising materials that meaningfully communicates to markets. Netnogrphay is enthnography adapted to the study of online communities.BR Method: This method provided information on the symbolism, meanings, and consumption patterns of online consumer groups. This study applied ‘netnography’ as an online marketing research technique for providing consumer insight. We examined some important cultural themse contained within the online fitness community.BR Results: We examined four themes; (1) discover communal values of health: decoding the language of diet, (2) networked sociality, (3) consumption webs: mapping the paths of desire, (4) commodified diet-related brands: brand images and community concerns. In addition, eacho f cultural theme was influenced by the character narrative and communal norms of online consumers.BR Conclusion: In summary, Online communities devoted to consumption-related topics are an increasingly important source of data for marketing research. This netnography study has implications for how marketers should plan, target, and how scholars should understand the online community as a new research area in a networked world.

Levels of anxiety and distress following receipt of positive screening tests in Australia’s HPV-based cervical screening programme: a cross-sectional survey

ObjectiveFrom December 2017, the Australian National Cervical Screening Program commenced 5 yearly primary human papillomavirus (HPV) screening; one of the first high-income countries to implement primary HPV screening. This study...

Can a Digital Awareness Campaign Change Knowledge and Beliefs Regarding Cochlear Implants? A Study in Older Adults in 5 European Countries.

There are 466 million people living with a disabling hearing loss and the challenges of managing this public health crisis cannot be underestimated. Yet, adult utilization of cochlear implants is poor with less than 10% of suitable candidates receiving one. The aim of this study was to investigate the awareness levels regarding cochlear implants in older adults after a digital campaign to raise awareness of cochlear implantation in this population. To address the lack of awareness of the cochlear implants in the general population, adverts were placed in online medical magazines and mainstream newspapers. Data were collected in 400 subjects via an online market research questionnaire, in Germany, Austria, Sweden, and the United Kingdom, and compared with baseline data collected in a previous study. Median click rates were in line with expectations for the medical industry and approximately 22 000 individuals clicked through to the cochlear implant Web site. However, there were few significant differences between the 2 sets of data. The Internet was consulted as much as the doctor for medical information in Germany, Austria, and Sweden. The study reinforces the importance of the Internet in accessing information about health, including hearing loss. The click through rates shows that there is interest in learning about cochlear implants. Further work is needed to assess the impact of this type of campaign on individuals who have already been identified as hearing impaired.

Time to Change\u2019s social marketing campaign for a new target population: results from 2017 to 2019

BackgroundSince 2009 Time to Change has included among its strategies a social marketing campaign to tackle the stigma surrounding mental health problems. At the start of its third phase (2016–2021) the target group of the campaign was kept as people aged between mid-twenties and mid-forties but changed to middle-low income groups and the content was focused on men.MethodsParticipants (n = 3700) were recruited through an online market research panel, before and after each burst of the campaign. They completed an online questionnaire evaluating knowledge (Mental Health Knowledge Schedule, MAKS); attitudes (Community Attitudes toward Mental Illness, CAMI); and desire for social distance (Intended Behaviour subscale of the Reported and Intended Behaviour Scale, RIBS). Socio-demographic data and awareness of the campaign were also collected.ResultsFor each of the 3 bursts, significant pre-post awareness differences were found (OR = 2.83, CI = 1.90–4.20, p < 0.001; OR = 1.72, CI = 1.22–2.42, p = 0.002; OR = 1.41, CI = 1.01–1.97, p = 0.043),and awareness at the end of the third burst was 33%. Demographic factors associated with awareness for one or more bursts included having children, familiarity with mental illness, male sex, being Black, Asian or other ethnic minorities and living in London or the East Midlands regions. An improvement across bursts in the “living with” subscale item of the RIBS, and in the “recover” and “advice to a friend” MAKS items were found. Familiarity with mental illness had the strongest association with all outcome measures, while the awareness of the campaign was also related with higher scores in MAKS and RIBS.ConclusionsThese interim results suggest that the campaign is reaching and having an impact on its new target audience to a similar extent as did the TTC phase 1 campaign. While over the course of TTC we have found no evidence that demographic differences in stigma have widened, and indeed those by age group and region of England have narrowed, those for socioeconomic status, ethnicity and sex have so far remained unchanged. By targeting a lower socioeconomic group and creating relatively greater awareness among men and in Black and ethnic minority groups, the campaign is showing the potential to address these persistent differences in stigma.

Evaluation of the Choosing Wisely Australia 5 Questions resource and a shared decision-making preparation video: protocol for an online experiment

IntroductionChoosing Wisely, an international effort to reduce low value care worldwide, considers communication between clinicians and patients during routine clinical encounters a key mechanism for change. In Australia, Choosing Wisely...

Senior consumers’ dining-out behaviors: the roles of physical, psychological and economic health

Purpose The purpose of this paper is to examine the impact of three types of perceived healthiness (physical, psychological and economic health) on restaurant consumption activities among senior consumers. Design/methodology/approach Data were collected from 325 restaurant customers in the USA through a Web-based survey conducted by an online marketing research firm. Following previous studies’ categorization of senior consumers, this study distinguished between “senior consumers” (age 60 or older) and “younger consumers” (age 39 or younger) to better compare different age-related behaviors. A series of two-way ANOVA was conducted for dining-out frequency and the number of choice sets. Findings The results revealed that senior diners’ perceptions of healthiness are critical in determining senior consumers’ restaurant behaviors, such as information processing and purchasing behaviors. The results provide evidence that seniors with a positive perception of their physical and psychological status seek a greater number of alternative restaurant choices, which is actively related to purchasing frequency. Practical implications The managerial implications indicate that restaurant marketers should avoid stereotypes and instead rely on more recent and accurate information regarding today’s senior consumers. Originality/value The position taken in this study recognizes the need to enhance the understanding of senior consumers’ patterns regarding their perceived physical, psychological and economic health. To the best of authors’ knowledge, this is the first attempt to investigate the impact of three types of health on seniors’ dining behaviors.

284-OR: How Do Patients and Caregivers Prioritize Outcomes for Type 1 Diabetes (T1D) Treatment?

Background: Currently, HbA1c is the primary measure of treatment effectiveness for type 1 diabetes (T1D). We investigated patient priorities for measures of T1D control in addition to HbA1c. Method: We developed discrete-choice experiment surveys for adult patients and caregivers of children with T1D that presented choices between hypothetical treatments described by 6 attributes with varying levels: HbA1c, time in range, weekly number and severity of hypoglycemia and hyperglycemia events, additional disease management time, and additional treatment cost. The clinical outcomes were defined based on a 2017 consensus report standardizing the definition of outcomes beyond HbA1c. Respondents answered nine treatment choice questions, and the data were analyzed using random-parameters logit. Results: Recruited through an online market research panel, 300 adult patients and 400 caregivers completed the survey. Patients and caregivers placed the most importance on reducing low and high events. Additional time in range was as important as a reduction of more than ½ point in HbA1c, but both were less important than avoiding weekly lows and highs. Patients who did not use an insulin pump or CGM placed relatively more weight on reducing lows and highs and on improvements in HbA1c and time in range compared to patients who use technology. For patients, avoiding 1 to 5 lows (54-69 mg/dL) per week was 5 times more important than achieving target HbA1c from ½ point above. Avoiding 1 to 5 highs (181-250 mg/dL) per week was 7 times more important than achieving target HbA1c from ½ point above. Caregivers of children &amp;lt; 12 years placed relatively more weight on avoiding lows and highs than those with older children. Conclusion: Overall, patients and caregivers prioritized control of hypoglycemia and hyperglycemia events, including mild to moderate events. The research has implications for outcomes used to measure the benefits of treatment in research, development, and reimbursement of therapies for T1D. Disclosure M. Marinac: None. C.T. Hutton: None. C. Mansfield: Other Relationship; Self; Multiple companies. J. Sutphin: Other Relationship; Self; Multiple Companies. K. Gallaher: Other Relationship; Self; Multiple companies. S. Sullivan: None. Funding The Leona M. and Harry B. Helmsley Charitable Trust; JDRF International

Connection or competence

PurposeAs a service segment, the food and beverage industry has great potential for intensive interface between the consumer and the service provider and between the service provider and the back of the house staff. Given the significance of the perception of the provision of service to the consumer, it is important to study every aspect of the interaction. With this in mind, the purpose of this study is to examine the relationships between emotional labor, service quality, purpose of consumption, satisfaction and customer loyalty as seen through the perceptions of the consumer.Design/methodology/approachSurvey data were collected from 400 respondents using an online market research firm in the USA. This research used three independent variables (emotional labor, service quality and purpose of consumption), each with two levels in a between-subjects 2 × 2 × 2 factorial experimental design. Eight scenarios were used to represent the eight different combinations of variables to test their effects.FindingsTwo very interesting findings emerged from this study. The first was that consumers’ purpose of consumption, whether dining for leisure or business, had no significant impact on their satisfaction or loyalty, either independently or in conjunction with emotional labor or service quality. The second most interesting finding was that the interaction of service quality and emotional labor did have a significant impact on satisfaction but not loyalty.Practical implicationsA restaurants’ standards of service should be the same, regardless of the business or leisure demographic being served. Authenticity matters, and therefore, employers should incorporate personality evaluation into the hiring process. Perhaps, focusing more on attitude and less on skill would lead to great customer satisfaction and loyalty.Originality/valueThis article furthers the relatively young research stream examining the impacts of emotional labor on the consumer.

Parent brands’ influence on co-brand’s perception: a model-based approach

PurposeThis paper aims to investigate what influence the perceptions of two parent brands have on the perception of a newly formed co-brand. Furthermore, it elaborates whether respondents’ evaluations of the parent brands, their familiarity towards the parent brands and their usage of the parent brands affect this influence.Design/methodology/approachBuilding on both cognitive consistency and information integration theory, this paper proposes a model-based approach to quantify the parent brands’ influence on the co-brand’s perception. Using an empirical study with 317 respondents collected by a professional online market research firm, this paper highlights the benefits of this model-based approach.FindingsThe results indicate that the perception of a co-brand arises from a weighted merge of the parent brands’ perceptions. The findings further reveal that the better (worse) a parent brand’s evaluation is in contrast to the other parent brand’s evaluation, the more (less) familiar a parent brand is in contrast to the other parent brand, and the more (less) frequent a parent brand is used in contrast to the other parent brand, the larger (smaller) is its influence on the co-brand’s perception.Originality/valueThe findings shed light on the formation of a co-brand’s perception which can be crucial when selecting the right co-branding partner. Additionally, by quantifying the parent brands’ influence on the perception of the co-brand, this model-based approach helps brand managers to analyze co-brand pairings beforehand and select the best pairing in accordance with their goals.