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市场学顶刊JM最新专题研究
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01
Real-Time Brand Reputation Tracking Using Social Media
使用社交媒体实时跟踪品牌声誉
作者：Rust, Roland T; Rand, William; Ming-Hui, Huang; Stephen, Andrew T; Brooks, Gillian.
来源：Journal of Marketing; Vol. 85, Iss. 4, (Jul 2021): 21-43.
Abstract
How can we know what stakeholders think and feel about brands in real time and over time? Most brand reputation measures are at the aggregate level (e.g., the Interbrand “Best Global Brands” list) or rely on customer brand perception surveys on a periodical basis (e.g., the Y&R Brand Asset Valuator). To answer this question, brand reputation measures must capture the voice of the stakeholders (not just ratings on brand attributes), reflect important brand events in real time, and connect to a brand’s financial value to the firm. This article develops a new social media–based brand reputation tracker by mining Twitter comments for the world’s top 100 brands using Rust–Zeithaml–Lemon’s value–brand–relationship framework, on a weekly, monthly, and quarterly basis. The article demonstrates that brand reputation can be monitored in real time and longitudinally, managed by leveraging the reciprocal and virtuous relationships between the drivers, and connected to firm financial performance. The resulting measures are housed in an online longitudinal database and may be accessed by brand reputation researchers.
摘要
我们怎样才能知道利益相关者实时和随着时间的推移对品牌的看法和感受？大多数品牌声誉度量都是在总体水平上（例如，Interbrand “最佳全球品牌” 名单），或者依赖定期的客户品牌感知度调查（例如，Y&R 品牌资产估值师）。要回答这个问题，品牌声誉度量必须考虑利益相关者的声音（不仅仅是品牌属性的评级），实时反映重要的品牌事件，并与品牌对公司的财务价值联系起来。本文通过使用 Rust—ZeithamL- Lemon的价值-品牌关系框架，每周、每月和每季度挖掘世界 100 强品牌的 Twitter 评论，开发了一种基于社交媒体的新品牌声誉跟踪器。这篇文章表明，可以实时纵向监测品牌声誉，通过利用驱动因素之间的互惠和良性关系来管理，并与公司的财务表现相关联。由此产生的措施存放在在线纵向数据库中，品牌声誉研究人员可以访问。
02
Visual Elicitation of Brand Perception
品牌感知的视觉启发
作者：Dzyabura Daria; Peres Renana.
来源：Journal of Marketing; Chicago Vol. 85, Iss. 4, (Jul 2021): 44-66.
abstract
Understanding consumers’ associations with brands is at the core of brand management. However, measuring associations is challenging because consumers can associate a brand with many objects, emotions, activities, sceneries, and concepts. This article presents an elicitation platform, analysis methodology, and results on consumer associations of U.S. national brands. The elicitation is direct, unaided, scalable, and quantitative and uses the power of visuals to depict a detailed representation of respondents’ relationships with a brand. The proposed brand visual elicitation platform allows firms to collect online brand collages created by respondents and analyze them quantitatively to elicit brand associations. The authors use the platform to collect 4,743 collages from 1,851 respondents for 303 large U.S. brands. Using unsupervised machine-learning and image-processing approaches, they analyze the collages and obtain a detailed set of associations for each brand, including objects (e.g., animals, food, people), constructs (e.g., abstract art, horror, delicious, famous, fantasy), occupations (e.g., musician, bodybuilder, baker), nature (e.g., beach, misty, snowscape, wildlife), and institutions (e.g., corporate, army, school). The authors demonstrate the following applications for brand management: obtaining prototypical brand visuals, relating associations to brand personality and equity, identifying favorable associations per category, exploring brand uniqueness through differentiating associations, and identifying commonalities between brands across categories for potential collaborations.
摘要
了解消费者与品牌的关联是品牌管理的核心。但是，衡量关联性很具挑战性，因为消费者可以将一个品牌与许多物品、情感、活动、风景和概念联系起来。本文介绍了启发平台、分析方法以及美国国家品牌消费者协会的结果。启发是直接的、独立的、可扩展的和量化的，并利用视觉对象的力量来详细描述受访者与品牌的关系。提议的品牌视觉启发平台允许公司收集受访者创建的在线品牌拼贴画，并对其进行量化分析以启发品牌关联。作者利用该平台从 1,851 名受访者那里收集了 303 个美国大品牌的 4,743 张拼贴画。他们使用无监督的机器学习和图像处理方法，分析拼贴画并获得每个品牌的详细关联，包括物品（例如动物、食物、人物）、建筑物（例如抽象艺术、恐怖、美味、著名、幻想）、职业（例如音乐家、健美运动员、面包师）、自然（例如，沙滩、迷雾、雪景、野生动物）和机构（例如公司、军队、学校）。作者展示了以下品牌管理应用：获取原型品牌视觉效果、将关联与品牌个性和股权关联、确定每个类别的有利关联、通过区分协会探索品牌的独特性以及识别共同点跨类别的品牌之间进行潜在的合作。
03
The Concept of Authenticity: What It Means to Consumers
真实性的概念：对消费者意味着什么？
作者：Nunes, Joseph C; Ordanini Andrea; Giambastiani Gaia.
来源：Journal of Marketing; Chicago Vol. 85, Iss. 4, (Jul 2021): 1-20.
Abstract
The literature is filled with numerous idiosyncratic definitions of what it means for consumption to be authentic. The authors address the resulting conceptual ambiguity by reconceptualizing authenticity, defining it as a holistic consumer assessment determined by six component judgments (accuracy, connectedness, integrity, legitimacy, originality, and proficiency) whereby the role of each component can change according to the consumption context. This definition emerges from a two-stage, multimethod concept reconstruction process leveraging data from more than 3,000 consumers across no fewer than 17 types of consumption experiences. In stage one, the authors take a qualitative approach employing both in-depth interviews and surveys (one conducted on a nationally representative sample) to identify authenticity’s six constituent components. The final components are based on themes emerging from consumer data that were integrated and reconciled with existing definitions in the literature. In stage two, quantitative analyses empirically estimate the six components and support the composite formative nature of the construct. The authors document how certain components contribute to assessments of authenticity differently across contexts; in addition, they show that authenticity has consumer-relevant downstream consequences while being conceptually distinct from consumer attitudes. Their findings offer practitioners direction regarding what to emphasize to convey authenticity to consumers.
摘要
文献充满了许多关于消费真实意味着什么的特有定义。作者通过重新概念化真实性来解决由此产生的概念模糊性，将其定义为由六个要素（准确性、连通性、完整性、合法性、原创性和熟练程度）确定的全面消费者评估，每个要素可以根据不同而改变消费内容。这一定义源于两阶段的多方法概念重建过程，利用来自不少于 17 种消费体验的 3,000 多消费者的数据。在第一阶段，作者采取定性方法，既采用深入访谈和调查（一次是以全国代表性的样本进行的）来确定真实性的六个要素。最后要素以消费者数据中出现的主题为基础，这些主题已与文献中的现有定义相结合并。在第二阶段，定量分析以经验方式估计六个要素，并支持构造的复合形成性质。作者记录了某些要素如何在不同背景下对真实性进行评估的贡献；此外，它们表明，真实性具有与消费者相关的随之产生的后果，同时在概念上与消费者的态度不同。他们的研究结果为从业者提供了关于如何强调向消费者传达真实性。
04
Mobilizing the Temporary Organization: The Governance Roles of Selection and Pricing
动员临时组织：选择与定价的治理作用
作者：Ghazimatin Elham; Mooi, Erik A; Heide, Jan B.
来源：Journal of Marketing; Vol. 85, Iss. 4, (Jul 2021): 85-104.
Abstract
Many marketing transactions between buyers and suppliers involve short-term collaborations or so-called temporary organizations. Such organizations have considerable value-creation potential but also face challenges, as evidenced by their mixed performance records. One particular challenge involves relationship governance, and in this respect, temporary organizations represent a conundrum: On the one hand, they pose significant governance problems due to the need to manage numerous independent specialists under time constraints. On the other hand, temporary organizations lack the inherent governance properties of other organizational forms such as permanent organizations. The authors conduct an empirical study of 429 business-to-business construction projects designed to answer two specific questions: First, how are particular selection and pricing strategies deployed in response to monitoring and coordination problems? Second, does the joint alignment between the two mechanisms and their respective attributes help mitigate cost overruns? The authors follow a formal hypothesis test with a series of in-depth interviews to explore and to gain insight into the validity of the key constructs, explanatory mechanisms, and outcomes. Managerially, the authors answer the long-standing question of how to mobilize a temporary organization. Theoretically, they develop an augmented “discriminating alignment” heuristic for relationship management involving multiple governance mechanisms and attributes.
摘要
买方和供应商之间的许多营销交易涉及短期合作或所谓的临时组织。这些组织具有巨大的价值创造潜力，但也面临挑战，其业绩记录参差不齐。一个特别的挑战涉及关系治理，在这方面，临时组织是一个难题：一方面，由于需要在时间限制下管理众多独立专家，它们构成严重的治理问题。另一方面，临时组织缺乏常设组织等其他组织形式的固有治理特性。作者对 429 个企业的建设项目进行了实证研究，旨在回答两个具体问题：第一，如何应对监测和协调问题采用特定的选择和定价策略？其次，两种机制及其各自属性之间的联合协调是否有助于缓解成本超支？作者遵循正式假设测试，进行了一系列深入访谈，探讨并深入了解关键结构、解释机制和结果的有效性。从管理角度讲，作者回答了如何动员临时组织这一长期存在的问题。从理论上讲，他们为涉及多种治理机制和属性的关系管理开发了一种增强的 “区别对齐” 启发式方法。
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