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Publications (10 of 50) Show all publications
Markowska, M., Berndt, A. & Melander, A. (2018). Equity (Crowd)funding and wellbeing. In: : . Paper presented at RENT XXXII Conference, Toledo, Spain, November 15-16, 2018. European Institute for Advanced Studies in Management (EIASM)
Open this publication in new window or tab >>Equity (Crowd)funding and wellbeing
2018 (English)Conference paper, Published paper (Refereed)
Place, publisher, year, edition, pages
European Institute for Advanced Studies in Management (EIASM), 2018
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-41898 (URN)
Conference
RENT XXXII Conference, Toledo, Spain, November 15-16, 2018
Note

Main theme: "Sustainable Entrepreneurship: a Win-Win Strategy for the Future"

Available from: 2018-10-25 Created: 2018-10-25 Last updated: 2018-10-25Bibliographically approved
Helmefalk, M. & Berndt, A. (2018). Shedding light on the use of single and multisensory cues and their effect on consumer behaviours. International Journal of Retail & Distribution Management, 46(11-12), 1077-1091
Open this publication in new window or tab >>Shedding light on the use of single and multisensory cues and their effect on consumer behaviours
2018 (English)In: International Journal of Retail & Distribution Management, ISSN 0959-0552, E-ISSN 1758-6690, Vol. 46, no 11-12, p. 1077-1091Article in journal (Refereed) Published
Abstract [en]

Purpose: Retail stores are required to provide a stimulating in-store experience for customers and do this by developing various strategies. One strategy implemented by retailers is the use of sensory cues to encourage consumers to engage with the environment and the products on display and available for purchase. Conducted in a lighting department, the purpose of this paper is to consider how retailers can employ a multisensory cue, which is formed by combining three single cues to positively impact consumer behaviours – specifically time spent, touching and purchase.

Design/methodology/approach: The study comprised an experimental design, which implemented single congruent visual, auditory and olfactory cues that formed a multisensory cue. Consumer behaviour outcomes of these cues were measured using objective measures.

Findings: The results show that a multisensory cue impacts time spent and purchasing, but no evidence of it affecting touching was noted. In the case of the single cues, auditory and scent cues impacted time spent, but their effect was not to the extent of the multisensory cue, which was superior.

Research limitations/implications: The study focussed on one product category within a general furnishing store, thus limiting the extent to which the findings can be generalised.

Practical implications: The effect of a multisensory cue exceeded that of single cues, emphasising the need for retailers to consider and develop a multisensory retail environment.

Originality/value: While research into the effect of single cues on consumer behaviours has shown positive effects, research into a multisensory cue, especially in a real-retail setting, is relatively scarce.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2018
Keywords
Consumer behaviours, Multisensory cues, Purchasing, Retailing, Sensory marketing, Time spent
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-42224 (URN)10.1108/IJRDM-03-2018-0057 (DOI)000450812100005 ()2-s2.0-85056199145 (Scopus ID)
Available from: 2018-12-06 Created: 2018-12-06 Last updated: 2018-12-07Bibliographically approved
Petzer, D., Mostert, P., Berndt, A. & Petrou, S. (2017). A quantitative exploration of service brand avoidance and its antecedents among CNO customers – an emerging market perspective. In: : . Paper presented at The 46th EMAC Annual Conference: Leaving Footprints, Groningen, May 23-26, 2017..
Open this publication in new window or tab >>A quantitative exploration of service brand avoidance and its antecedents among CNO customers – an emerging market perspective
2017 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Branding research focuses primarily on products and not services, leading to limited insights into service brand avoidance. Understanding service brand avoidance and its possible antecedents will provide marketers with insights into service brand avoidance behaviour of customers in an emerging market and was therefore identified as purpose of this study. Data were collected from 327 South African cell phone customers and subjected to an exploratory factor analysis and multiple regression analysis. Identity avoidance and experiential avoidance were found to be the strongest predictors of service brand avoidance. Advertising avoidance, in contrast, did not predict service brand avoidance. This research contributes by quantitatively exploring service brand avoidance and its antecedents, as identified by previous qualitative research.

National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-35576 (URN)
Conference
The 46th EMAC Annual Conference: Leaving Footprints, Groningen, May 23-26, 2017.
Available from: 2017-05-22 Created: 2017-05-22 Last updated: 2017-05-22Bibliographically approved
Berndt, A., Petzer, D. & Mostert, P. (2017). Brand Avoidance: The Potential Negative Role of Communication. In: : . Paper presented at 12th Global Brand Conference: Sensory Branding, Kalmar, 26-28 April, 2017..
Open this publication in new window or tab >>Brand Avoidance: The Potential Negative Role of Communication
2017 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Brands continue to be regarded as critical in the success of an organisation, serving as a key contributor to an organisation’s competitive advantage (McDonald, de Chernatony, & Harris, 2001). Research in branding has largely focused on the positive aspects, such as brand love, brand attachment (Japutra, Ekinci, & Simkin, 2014; Thomson, MacInnis, & Whan Park, 2005), with a dearth of research focusing on the negative aspects of branding such as brand hate, brand aversion and brand avoidance (Cherrier, 2009; Dalli, Gistri, & Romani, 2006; Lee, Conroy, & Motion, 2009a). Previous research on brand avoidance identified five types namely experiential avoidance, identity avoidance, moral avoidance, deficit-value avoidance and advertising (Knittel, Beurer, & Berndt, 2016; Lee, 2008; Lee et al., 2009a; Lee, Motion, & Conroy, 2009b) (see Figure 1). With previous research generally ignoring the role of advertising on negative brand aspects, this paper seeks to broaden our understanding by not only considering advertising but the role of communication as a type of brand avoidance.

National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-35574 (URN)
Conference
12th Global Brand Conference: Sensory Branding, Kalmar, 26-28 April, 2017.
Available from: 2017-05-22 Created: 2017-05-22 Last updated: 2017-05-22Bibliographically approved
Beckmann, M., Noll, F. & Berndt, A. (2017). Cause-Related Marketing (CM): The Perspective of Millennials (Abstract). In: Maximilian Stieler (Ed.), Maximilian Stieler (Ed.), Creating Marketing Magic and Innovative Future Marketing Trends: Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference. Paper presented at 2016 AMS Annual Conference, Lake Buena Vista, 5/18 - 5/21, 2016. (pp. 999-1000). Springer
Open this publication in new window or tab >>Cause-Related Marketing (CM): The Perspective of Millennials (Abstract)
2017 (English)In: Creating Marketing Magic and Innovative Future Marketing Trends: Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference / [ed] Maximilian Stieler, Springer, 2017, p. 999-1000Conference paper, Oral presentation with published abstract (Refereed)
Place, publisher, year, edition, pages
Springer, 2017
Series
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, ISSN 2363-6165
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-36802 (URN)978-3-319-45595-2 (ISBN)
Conference
2016 AMS Annual Conference, Lake Buena Vista, 5/18 - 5/21, 2016.
Available from: 2017-08-07 Created: 2017-08-07 Last updated: 2017-08-07Bibliographically approved
Cestino, J. & Berndt, A. (2017). From Servitization To A Service Dominant Logic?: A Marketing Perspective On The Innovation Efforts In Newspapers. In: : . Paper presented at EMMA Annual Conference 2017: Value Creation in Media Markets: Business Models, Clusters and Ecosystems, Ghent 11-12 May, 2017..
Open this publication in new window or tab >>From Servitization To A Service Dominant Logic?: A Marketing Perspective On The Innovation Efforts In Newspapers
2017 (English)Conference paper, Oral presentation with published abstract (Refereed)
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-35577 (URN)
Conference
EMMA Annual Conference 2017: Value Creation in Media Markets: Business Models, Clusters and Ecosystems, Ghent 11-12 May, 2017.
Note

European Media Management Association (EMMA)

Available from: 2017-05-22 Created: 2017-05-22 Last updated: 2018-06-29Bibliographically approved
Cestino, J. & Berndt, A. (2017). Institutional limits to service dominant logic and servitisation in innovation efforts in newspapers. Journal of Media Business Studies, 14(3), 188-216
Open this publication in new window or tab >>Institutional limits to service dominant logic and servitisation in innovation efforts in newspapers
2017 (English)In: Journal of Media Business Studies, ISSN 1652-2354, Vol. 14, no 3, p. 188-216Article in journal (Refereed) Published
Abstract [en]

This paper explores the implementation of service-orientated strategies within newspapers using SDL and servitisation as theoretical departure points. This perspective helps to interpret the advancements and barriers in the current marketing innovation activities in the industry. Based on the exemplary case of the award-winning Svenska Dagbladet, we show that use is made of servitisation and SDL to the extent allowed by some strategic determinants of institutional nature. While some components of SDL have been implemented successfully others–customisation, resource development and coordination, and dialogue-based marketing communication–present managerial opportunities to increase value co-creation. But for this to happen the industry may need to consider changes in some of the institutional components of qualitative news that today act as institutional limits to innovation.

Place, publisher, year, edition, pages
Taylor & Francis, 2017
Keywords
communication, customisation, Newspapers, resources, service dominant logic, servitisation
National Category
Business Administration Media Studies
Identifiers
urn:nbn:se:hj:diva-39265 (URN)10.1080/16522354.2018.1445163 (DOI)000433956600003 ()2-s2.0-85045064782 (Scopus ID)
Available from: 2018-04-26 Created: 2018-04-26 Last updated: 2019-02-05Bibliographically approved
Berndt, A., Holmberg, U., Jafari, H., Hartmann, B. & Ots, M. (2017). Mobilapplikationer inom dagligvaruhandeln: Konsumtionens medialisering genom nya digitala tjänster. Stockholm: Handelsrådet
Open this publication in new window or tab >>Mobilapplikationer inom dagligvaruhandeln: Konsumtionens medialisering genom nya digitala tjänster
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2017 (Swedish)Report (Other academic)
Abstract [sv]

Denna rapport är en sammanfattning av forskningsprojektet ”Medialiserad shopping”. Utgångspunkten har varit ett intresse för hur digital teknik i allmänhet, och smarta telefoner i synnerhet, påverkar shopping i butik. De senaste tjugo åren har vi upplevt hur e-handelssektorn genomgått en kontinuerlig expansion och hur en allt större del av våra inköp kommit att göras online. Samtidigt hade vi inför projektet en känsla av att kunskapen om matvarubutiker och deras relation till den nya digitala tekniken var otillräcklig – i synnerhet som användandet av smarta telefoner i praktiken innebär att konsumenter tar med sig sina egna datorer till butiken och på så sätt skapar en köpupplevelse som på samma gång är fysisk och digital. Hur påverkar detta oss konsumenter och vårt sätt att handla?

För detaljhandelns del så ligger ännu så länge utvecklingen av shoppingappar, användande av platsbaserad teknik, individualisering och digitala tjänster i butik i sin linda. Vi har bara påbörjat utforskandet av hur shoppingupplevelsen i butik kan berikas och förädlas med hjälp av digital teknik.

Inom ramen för detta projekt har vi under de gångna två åren utfört ett antal studier på en rad olika platser, och denna rapport sammanfattar och presenterar några av de viktigaste resultaten från vårt arbete. Vi är givetvis mycket tacksamma gentemot alla de som hjälpt oss längs vägen och vill passa på att tacka Handelsrådet (Andreas Hedlund, Lena Strålsjö och Jenny Dahlerus), deltagande företag, sponsorer och deltagare i referensgrupper.

Place, publisher, year, edition, pages
Stockholm: Handelsrådet, 2017. p. 42
Series
Handelsrådets rapportserie ; 2017:6
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-37115 (URN)978-91-86508-45-6 (ISBN)
Available from: 2017-09-01 Created: 2017-09-01 Last updated: 2017-09-01Bibliographically approved
Knittel, Z., Beurer, K. & Berndt, A. (2016). Brand avoidance among Generation Y consumers. Qualitative Market Research, 19(1), 27-43
Open this publication in new window or tab >>Brand avoidance among Generation Y consumers
2016 (English)In: Qualitative Market Research, ISSN 1352-2752, E-ISSN 1758-7646, Vol. 19, no 1, p. 27-43Article in journal (Refereed) Published
Abstract [en]

Purpose

The purpose of this research is to explore the reasons for brand avoidance among Generation Y consumers. Researchers have traditionally focused on the positive relationship between consumers and brands, but, increasingly, consumers are consciously avoiding brands.

Design/methodology/approach

A qualitative study consisting of both focus groups and interviews was conducted among Generation Y participants.

Findings

The findings support previous research that identifies four types of brand avoidance, namely, experiential, identity, moral and deficit-value avoidance. However, the study also suggests that an additional type of brand avoidance, namely, advertising avoidance, also occurs. Aspects of advertising that can contribute to brand avoidance include the content of the advertising, the use of a celebrity endorser and the music in the advertising, as well as the response to the advertising. This study thus proposes an expanded framework of brand avoidance.

Research limitations/implications

This study has found support for the existing types and reasons impacting brand avoidance but suggests that advertising may also impact brand avoidance. This is an aspect that requires further research.

Practical implications

For marketing managers, the findings suggest that not only can product experiences result in brand avoidance, but that advertising may be a further reason for this phenomenon.

Originality/value

While there has been a great deal of attention on the positive aspects of brands, research on the negative aspects has largely been ignored. Further, the identification of advertising as a reason for brand avoidance is also suggested.

Keywords
Advertising, Advertising avoidance, Brand avoidance, Moral avoidance
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-29107 (URN)10.1108/QMR-03-2015-0019 (DOI)000370062600003 ()2-s2.0-84953776193 (Scopus ID)
Available from: 2016-01-16 Created: 2016-01-16 Last updated: 2017-11-30Bibliographically approved
Berndt, A., Petzer, D. & Mostert, P. (2016). Brand avoidance: An exploratory study in a services context. In: Proceedings of the 28th Annual Conference of the Southern African Institute of Management Scientists: . Paper presented at 28th Annual Conference of the Southern African Institute of Management (SAIMS) 2016, "Managing in Resource Restricted Times: Make everyday matter",.
Open this publication in new window or tab >>Brand avoidance: An exploratory study in a services context
2016 (English)In: Proceedings of the 28th Annual Conference of the Southern African Institute of Management Scientists, 2016Conference paper, Oral presentation with published abstract (Refereed)
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-34732 (URN)978-0-620-71797-7 (ISBN)
Conference
28th Annual Conference of the Southern African Institute of Management (SAIMS) 2016, "Managing in Resource Restricted Times: Make everyday matter",
Available from: 2017-01-17 Created: 2017-01-17 Last updated: 2017-02-07Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0002-6633-632X

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