Arnold Japutra

Reverse teaching: Exploring student perceptions of “flip teaching”

The concept of reverse teaching, considered by some as the education model of the future due to increasing technological availability in the classroom, has received great attention in education research lately. However, the focus of these studies has mainly been on the understanding of reverse teaching in terms of its application rather than exploring the students’ perceptions of reverse teaching itself. This study explores the students’ perceptions of reverse teaching. Based on 28 in-depth interviews, this study submits a conceptualization of reverse teaching from the students’ point-of-view. The concept of reverse teaching constitutes three dimensions, expanding our knowledge of the construct. The study posits a crucial link between preparation, interaction, outcomes, and the understanding of reverse teaching. Guidelines are proposed for reverse teaching, extending existing literatures, with insights and implications for educators.

Tie the knot: building stronger consumers’ attachment toward a brand

Abstract Extant research has promoted the importance and seeking to establish a deeper understanding of brand loyalty. However, it still remains elusive and uncertain. A study with more than 1,500 CEOs worldwide believes that creating a bond with consumers and continuing to learn how to strengthen the bond are essential for realizing strategies and delivering on shareholder expectations. Not surprisingly, firms and researchers are seeking ways to build a stronger connection with consumers, because such attachment acts as a key requisite in a firm’s success. Consequently, understanding how marketers can intensify the attachment is important. This article offers a framework for building stronger consumers’ attachment and testing it based on a survey of 432 participants. Four factors are deemed to be important: ideal self-congruence, sensory experience, responsiveness, and CSR beliefs. Attachment influences loyalty and resilience to negative information. Additionally, attachment fully mediates ideal self-congruence and responsiveness to loyalty, as well as ideal self-congruence and sensory experience to resilience to negative information.

Organizational adoption of digital information and technology: a theoretical review

Purpose This paper aims to review previous studies on how organizations, particularly small and medium enterprises (SMEs), adopt digital information and technology, especially on the drivers and the outcomes of the adoption itself. Design/methodology/approach The present study follows a literature review design. Previous studies that examine SMEs’ digital information and technology adoption are taken into account in building the conclusion. Findings The review reveals that digital information and technology that is used for marketing-related position allows SMEs to be more competitive. In general, there are three main theories that have been used to understand the adoption process (i.e. diffusion of innovation theory, technology-organization-environment framework and institutional theory). These theories should be used in conjunction with each other to better explain the adoption process. Additionally, there are three characteristics (i.e. innovation, firm and environmental) that are related to the risks and barriers of the adoption process. Originality/value This theoretical review is among the few that put forward the findings reported in research articles on the digital information and technology adoption process within SMEs. Moreover, this paper summarizes the issues (i.e. drivers, outcomes, risks and barriers) related to the adoption process.

Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty

Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the data. Findings The results show that brand personality positively affects the three CBR constructs. Specifically, the focus is shifted to the two major personality dimensions, responsible and active, respectively. The results indicate that an active brand is a stronger predictor of brand awareness compared to a responsible brand. However, a responsible brand is a stronger predictor of brand trust as well as brand loyalty compared to an active brand. Surprisingly, the results display that active brands lower brand trust and brand loyalty. Practical implications This finding informs brand managers that projecting active brand personality leads to higher awareness. However, projecting more responsible brand leads to greater trust and loyalty. The study highlights that having one personality may not be sufficient to develop an enduring CBR, but a brand personality must “evolve” and progress as the relationship develops over time. Such dynamic brand personality may provide a more long-lasting brand strategy and a greater source of competitive advantage. Originality/value The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs, and in doing so, the study responds to previous studies’ calls to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, the study displays which ones of the two dimensions in the new BPS (i.e. responsible and active) may be better predictors to the three CBR constructs.

An investigation of the corporate identity construct in China:managerial evidence from the high technology industry

Abstract The study develops and extends existing frameworks of corporate identity and investigates what organisations in China perceive as essential components of the corporate identity concept including their dimensions and contents. The study adopted a qualitative approach and the method of research was a case study. Using the soft-laddering approach, and a multidisciplinary categorisation of analyses of corporate literature and websites, a systematic analysis of the corporate identity was carried out. Different from previous studies, the study reveals new dimensions on the basis of the industry practitioners’ views. The context of China has shown to influence a different focus, more significantly around the ‘impression’ that corporate identity can contribute with commercially. It is suggested that new high-tech firms in China may not have enough experience and capacity to engage in a more holistic corporate identity concept provided. The lack of such experience is particularly likely for new firms, which are still in their early stage of development. Implications for management of corporate identity in China are presented along with directions for further research in the marketing communications literature.

A cross validation of Consumer-Based Brand Equity (CBBE) with private labels in Spain

In recent years a number of Consumer-Based Brand Equity (CBBE) models and measurement scales have been introduced in the branding literature. However, examinations of brand equity in Private Labels (PL) are rather limited. This study aims to compare the validity of the two prominent CBBE models those introduced by Yoo and Donthu (2001) and Nam, Ekinci, and Whyatt (2011). In order to test the models and make this comparison, the study collected data from 236 respondents who rated private labels in Spain. A list of 30 different fashion and sportswear PL was introduced to respondents. These brands do not make any reference to the retail store in which they are sold. Research findings suggest that the extended CBBE model introduced by Nam et al. (2011) and Ciftci, Ekinci, and Whyatt (2014) is more reliable and valid than Yoo and Donthu’s model for assessing PL. Theoretical contributions and managerial implications are discussed.

Organizational citizenship behavior, identification, psychological contract and leadership frames: The example of primary school teachers in Taiwan

Purpose The purpose of this paper is to examine organizational citizenship behavior (OCB) by combining two heterogeneous perspectives, integrating OCB-related factors at work using both personal and organizational perspectives, thus contributing to the knowledge of OCB. Design/methodology/approach Two studies are conducted using surveys in Taiwan with a snowball sampling technique to enlarge participation. Study 1 analyzes the relationships between organizational identification (OID), expected psychological contract (PC), perceived PC (PPC) and OCB. Study 2 analyzes the relationship between OCB and principals’ (or head teachers’) leadership frames (LFs). Findings Study 1 finds that OID is an antecedent of OCB and that expected PC (EPC) moderates the OID-OCB relationship. Study 2 finds that the symbolic LF is the only antecedent of OCB and that different LFs influence each other in predicting OCB. EPC is found to moderate the OID-OCB relationship, indicating that primary school teachers’ (PSTs) with higher levels of EPC are more likely to demonstrate OCB at school. Interestingly, PPC did not demonstrate such a moderating effect. Originality/value The study makes three contributions. First, the authors analyze composite OCB via identity and PC theories (Study 1). Second, the authors scrutinize specific aspects of OCB via leader-member-exchange and LF theories. These aspects include assisting colleagues, job commitment, working morale and non-selfish behavior (Study 2). Third, the authors increase understanding of PSTs’ OCB, discussing important implications for school principals and human resource managers as well as perhaps others in similar sectors.

Positive and negative behaviours resulting from brand attachment: The moderating effects of attachment styles

The purpose of this study is to investigate the relationships between brand attachment and consumers’ positive and negative behaviours. Furthermore, this study examines the moderating effects of attachment styles on these relationships.,The study is based on a survey of 432 respondents, and the data are analysed using the structural equation modelling approach.,This study empirically supports that brand attachment and attachment styles (i.e. anxiety attachment and avoidance attachment) are distinct. Brand attachment influences consumers’ not only positive behaviour (i.e. brand loyalty) but also negative behaviours, such as trash-talking, schadenfreude and anti-brand actions. The findings of the study suggest that only avoidance attachment style moderates the relationships between brand attachment and these consumer behaviours. The link between brand attachment and brand loyalty is attenuated for high-attachment-avoidance consumers. In contrast, the links between brand attachment and trash-talking, schadenfreude and anti-brand actions are strengthened.,This study assists marketing managers in understanding that a strong brand attachment may result in negative behaviours that can harm a company’s brand image. Thus, building a strong relationship with consumers will not always be beneficial. Companies should be aware of the consequences of building relationships with consumers who have a high level of attachment anxiety and/or avoidance.,This paper highlights that brand attachment not only influences brand loyalty behaviour but also three negative behaviours: trash-talking, schadenfreude and anti-brand actions. Moreover, the links between brand attachment and negative behaviours are strengthened when consumers have a high level of attachment avoidance.

A consumer-based brand performance model for assessing brand success

The aim of this study is to introduce a Consumer-Based Brand Performance Model (CBBPM) to measure brand success. The CBBPM consists of four critical constructs—brand equity, brand trust, brand satisfaction, and brand loyalty—and is applied across different product categories and brands. In total, 881 consumers participated in the survey, and a structural equation modeling approach was employed to test the research hypotheses. The findings of the study suggest that the CBBPM is valid and reliable. Brand equity is positively associated with brand satisfaction, brand trust, and brand loyalty. The positive effects of brand trust and brand satisfaction on brand loyalty are supported. The study suggests that the CBBPM should be used as a strategic brand management tool to track brand performance and to compare them with competing brands.

The role of ideal self-congruence and brand attachment in consumers’ negative behaviour: compulsive buying and external trash-talking

The purpose of this paper is to investigate the role of ideal self-congruence in instigating two types of negative consumer behaviours – compulsive buying and external trash-talking – and the mediating role of brand attachment on these relationships.,Two studies were designed using a structural equation modelling methodology. Study 1a was based on a mail survey of 280 respondents, whereas Study 1b was based on an electronic survey of 152 respondents. Study 1b was conducted to test the external validity of the research model.,In Study 1a, ideal self-congruence affects emotional brand attachment and in turn emotional brand attachment affects compulsive buying behaviour and external trash-talking. The mediation analysis indicates that emotional brand attachment mediates the relationships. Study 1b offers support to the results of Study 1a.,From a practical point of view, this study is useful for policymakers seeking to regulate and prevent excessive consumerism. For marketers, they should understand that brand attachment leads to compulsive buying and external trash-talking, which may provide immediate benefit for the brand or the firm. However, marketers should understand that these two negative behaviours may harm the firm image and consumers’ well-being in the long run.,Apart from practical implications, firms should consider alleviating compulsive buying, as it is harmful to society. Similarly, excessive external trash-talking may lead to physical aggression. Consumers expect firms to be socially responsible. Thus, firms should start conducting activities that promote responsible shopping and reduce external trash-talking.,The study highlights a dark side of ideal self-congruence and brand attachment. The results suggest that ideal self-congruence with the help of emotional brand attachment predicts compulsive buying behaviour and external trash-talking. This may not only damage brand image but also the consumers’ well-being.