Elzbieta Lepkowska-White

Web equity: a framework for building consumer value in online companies

In this study, a framework is developed that can be used to build “Web equity”, which is defined as consumer familiarity and perceptions about a Web site. The framework is rooted in traditional brand equity dimensions (brand awareness and brand image) and is supported by four categories of factors identified as important to consumers in building value in online companies: marketer and non‐marketer communications, Web site design, vendor characteristics, and product/service characteristics. How these factors impact consumer awareness and image of a dot.com are discussed and ways in which online companies can effectively use these tools to develop strong Web equity are suggested.

A Test of Ad Appeal Effectiveness in Poland and The United States - The Interplay of Appeal, Product, and Culture

In this research we extend previous literature by analyzing responses to different ad appeals designed for different product types in Poland and the United States. We found that in the United States, responses to appeals can be predicted based on consumer cultural and product characteristics. For Polish consumers, reactions to ads depended only on product characteristics. The results of the study also show that when targeting consumers in both countries, marketers may standardize ad appeals by using functional appeals (which stress product attributes) across different product types. Finally, the study implies that some marketing models used in Western studies may not be transferable to some Eastern European countries, and therefore more research in this area is needed.

An empirical test of antecedents and consequences of salesperson job satisfaction among Polish retail salespeople

Abstract This study looks at the applicability of retail sales management theory in a transitional economy. A theoretical model of in-role sales performance, satisfaction, commitment, and turnover based on previous empirical work is tested with a sample of 331 retail salespeople in Poland. The structural model shows strong support for the applicability of Western sales management theory in a transitional economy.

Group Projects Using Clients Versus Not Using Clients Do Students Perceive Any Differences

Todays educators are faced with the challenge of preparing undergraduate students to be productive employees who can communicate effectively, work well in teams, and solve problems, as well as demonstrate content knowledge. Group projects are one tool that educators can use to help students develop these key skills. Educators may be tempted to try client-based projects in which students consult with real companies, an approach that may involve extensive preparation for the faculty member, or opt instead for a less labor-intensive option, such as having students work on hypothetical problems for established companies. Faculty must decide what type of project will most benefit their students and, at the same time, will not be too complex to administer. In this article the authors discuss literature regarding group projects using real world clients (client-based learning) and they empirically test whether the nature of the project has any influence on how the students perceive the project as a motivational tool, a learning device, and a contributor to their skill development, and the personal benefits they receive from completing the project. Understanding these issues will help instructors to better design and administer group projects.

Online Store Perceptions: How to Turn Browsers into Buyers?

The aim of this empirical study is to compare perceptions regarding online shopping between those who browse the web but do not shop online (defined as online browsers) to the attitudes of online buyers. To address the research objective, surveys were administered to 231 online adult browsers and 311 online adult buyers. MANOVA and ANOVA results show that in contrast to online buyers, online browsers are more concerned about the design and security of online stores, customer service, and product offerings (price, selection, and quality). They also perceive themselves as less skilled at using the Web, more price-conscious and less time pressured than online buyers. Based on these findings, the study provides theoretical implications and points to specific actions that online marketers may undertake to address these perceptions.

Polish and American Print Ads

Abstract The purpose of the study was to compare and contrast the use of functional, individualistic, collectivist, and experiential appeals in Polish and American print advertising. The main findings show that, overall, in comparison to Polish ads, American ads contain a higher number of ad appeals (with more functional and individualistic appeal types). Interestingly, the use of appeals is in a way standardized in both countries since functional appeals are most popular followed by the individualistic and experiential types in Poland as well as the US. Also, collectivist appeals are the least popular in the two countries. Implications of these findings are discussed in the paper.

Web Site References in Print Advertising: An Analysis of Calls to Action

This article investigates the cross-promotion of Web sites in print advertisements. The purpose of the study is to identify whether and how advertisers are using Web site references as calls to action to attract readers to online sites. To address the objectives of this study, 2,613 print ads from business and consumer magazines were content analyzed. The results show that while Web site references are often included in print ads, their presentation is rather poor and the content is unappealing or unique.

Web Perception and Young Consumers: An Empirical Investigation of Factors Influencing Perceptions of Online Companies

ABSTRACT The purpose of this study is to identify and empirically test factors important to building a positive Web perception among young consumers. Factors that affect Web perception are divided into Web design, vendor, and product/service groups. Based on regression analysis we found that Web design and product/service characteristics play the most important roles in developing a positive Web perception among young consumers. More specifically, online vendors must provide a vast selection of products that are of high quality, and their sites must be fast, easy to navigate, contain relevant information, and allow ease of ordering.

Exploring the Challenges of Incorporating Social Media Marketing Strategies in the Restaurant Business

ABSTRACT The purpose of this study is to explore the adoption, challenges, and current uses of social media in small restaurants. Past research in this area is scarce, and most focuses on larger establishments. To address the research objectives, 20 small restaurants in Northeastern United States were interviewed. Literature identifies a variety of goals that social media can play in fostering interactions, engagement, relationships, and building communities online, but this study shows that few restaurants attempt to do this. Even though in most small restaurants social media significantly contributes to their marketing strategy, the majority of small restaurants use it as a low-cost advertising tool to gain exposure, generate interest, inform, and spread word of mouth. The study suggests ways in which social media could be embraced by small restaurants to help them address the challenges they face, so they can go beyond using social media as merely an advertising tool.

Cross promotion of web references in print ads

Purpose – This paper aims to examine whether advertisers attempt to engage consumers with online information presented in print advertisements by investigating whether they respond to consumers’ motives for using advertisements and whether these engagement practices have improved over time. By creating connections among different advertising channels, marketers strive to be more effective in building brand equity, online traffic and sales. Design/methodology/approach – The Uses and Gratification theory is utilized as the framework to content analyze the content and presentation of web references in 2,613 advertisements from 2008 and 2,159 advertisements from 2012. Chi-square analysis is used to compare the content of web references in both time periods. Findings – Even though past literature suggests that consumers use media and advertising to satisfy a variety of informational, personal identity, social and entertainment needs, advertisers respond with mostly ineffective and generic informational web ref...