کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
7255765 | 1472374 | 2018 | 10 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Technology-enabled community data for gaining pre-release brand insights
ترجمه فارسی عنوان
داده های اجتماعی فعال شده توسط فناوری برای به دست آوردن بینش نام تجاری قبل از انتشار
دانلود مقاله + سفارش ترجمه
دانلود مقاله ISI انگلیسی
رایگان برای ایرانیان
کلمات کلیدی
جامعه آنلاین، آگاهی برند، آرامش نام تجاری، ارزش ویژه برند، پیش بینی فروش،
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار و مدیریت بین المللی
چکیده انگلیسی
In the past, studies have investigated brand equity only in the 'post-launch' context, hence missing opportunities to make early corrections in cases of negative favourability. Using technology-enabled online community data, this study examines whether 'pre-launch' brand favourability can predict community's post-launch purchase decisions, by introducing a new construct called community-based brand equity (CoBBE). This study also investigates whether CoBBE can predict future sales of new products. Weekly data are collected for eight weeks before and after product launch from a movie-based online community for a period of 16Â months. The results show that community-based variables such as pre-launch brand awareness level, brand favourability and brand strength have a significant influence on 1) community members' post-release purchase decisions both in the opening week as well as the entire lifetime of products, and 2) satisfaction level. The study also finds that CoBBE is a significant predictor of future market sales, thus showing the usefulness of CoBBE as an early warning diagnostic tool which will enable movie studios to gain early brand-related insights as well as to make early corrective actions when needed.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Technological Forecasting and Social Change - Volume 127, February 2018, Pages 217-226
Journal: Technological Forecasting and Social Change - Volume 127, February 2018, Pages 217-226
نویسندگان
Pradeep Kumar Ponnamma Divakaran,