• Do prototypical brands help or hinder new product acceptance?

      Goedertier, Frank; Weijters, Bert; Geuens, Maggie; Dawar, Niraj (2010)
    • Does brand prototypicality help or hinder consumer acceptance of distant new-to-the-world branded product innovations?

      Goedertier, Frank; Dawar, Niraj; Weijters, Bert; Geuens, Maggie (2010)
      An increasing number of companies are setting up strategic alliances with suppliers and customers. However, the majority of these alliances do not succeed. Our aim is to understand how different behavioural characteristics are associated with alliance success. We hypothesise that alliance attributes, communication behaviour, and alliance management are predictors of cost benefits and service benefits. Furthermore, we found that while alliance attributes are related with both cost and service benefits, communication behaviour and alliance management are only associated with service and cost benefits, respectively. We also see that alliance attributes explain most of the variance of supply chain success and are thus better predictors of alliance success than other behavioural characteristics. Furthermore, we provide insight into the way managers can build up supply chain performance by setting up strategic alliances.
    • Eastpak - JanSport case study

      Geuens, Maggie; Goessaert, Geert; Mast, Gitte; Weijters, Bert (2002)
    • Evaluation of age-related labels by senior citizens

      Weijters, Bert; Geuens, Maggie (2002)
      The age-related labels ‘50+,' ‘senior'and ‘retired' are evaluated by a 45+ sample. Results show the appreciation of the terms increases upon entering the 50+ / senior / retirement group and keeps on increasing with age once the treshold age is crossed. The findings that label evaluations are generally positive and that 65 years is the mode of indicated treshold age for senior citizenship lead to an alternative interpretation of previous research (Tepper, 1994): people under 65 might consider being labeled ‘senior' undesirable because it is deviant from normality rather than because of the negativity of the label as such. Keywords: senior, 50+, age labels, marketing communications
    • Evaluation of age-related labels by senior citizens

      Weijters, Bert; Geuens, Maggie (Psychology & Marketing, 2006)
    • Facilitating consumer choice through goal-based labels

      Geskens, Kristof; Goedertier, Frank; Geuens, Maggie; Weijters, Bert (2011)
      There has been little research on how market disruptions affect customer–brand relationships and how firms can sustain brand loyalty when disruptions occur. Drawing from social identity theory and the brand loyalty literature, the authors propose a conceptual framework to examine these issues in a specific market disruption, namely, the introduction of a radically new brand. The framework focuses on the time-varying effects of customers' identification with and perceived value of the incumbent relative to the new brand on switching behavior. The authors divert from the conventional economic perspective of treating brand switching as functional utility maximization to propose that brand switching can also result from customers' social mobility between brand identities. The results from longitudinal data of 679 customers during the launch of the iPhone in Spain show that both relative customer–brand identification and relative perceived value of the incumbent inhibit switching behavior, but their effects vary over time. Relative customer–brand identification with the incumbent apparently exerts a stronger longitudinal restraint on switching behavior than relative perceived value of the incumbent. The study has important strategic implications for devising customer relationship strategies and brand investment
    • How goal-based labels drive choice and choice satisfaction

      Geskens, Kristof; Goedertier, Frank; Weijters, Bert; Geuens, Maggie (2011)
      This paper examines the impact of globalisation, by means of growing international trade, on firm entry and exit at the industry level. The analysis is carried on the manufacturing industries of eight European countries, over the period 1997–2003. Our main findings suggest important entry-discouraging effects in the short run, following increased trade exposure. Using panel estimation techniques, the empirical evidence points to less creative replacement entry in industries characterised by substantial import intensity, and strong selection and higher entry barriers in industries characterised by higher openness through the export channel. The negative effects of trade openness are milder if the increasing trade exposure concerns intra-industry trade, coupled mainly with international sourcing of intermediates within the industry. The latter effects also show up in the model explaining the exit of firms, which we estimate jointly with entry.
    • Increasing choice satisfaction through goal-based labeling

      Goedertier, Frank; Geskens, Kristof; Geuens, Maggie; Weijters, Bert (Marketing Letters, 2012)
      Business practitioners increasingly seem to believe in the power of goal-based labels (i.e., labels that link assortment items to consumption goals). While previous literature has focused on feature-based approaches to increase choice satisfaction, we introduce goal-based labeling as a consumer-based approach to increase choice satisfaction. Since goal-based labels (e.g., a “Family Trip” camera versus a “Professional” camera) relate choice alternatives directly to consumption goals, they allow consumers to bypass translating product attributes into goal attainment. Quantitative and qualitative results of an experimental study indicate that novice consumers, but not experts, benefit from goal-based labeling in multiple ways. Novice consumers use goal-based labels as an important cue in their decision making. This can significantly increase their chances at making an optimal choice. Choosing from a goal-based labeled assortment also has a positive effect on the choice satisfaction of novices. Mediation analyses show that a decrease in the choice uncertainty drives the positive effect of goal-based labeling on choice satisfaction. Novices apparently do not blindly follow the labels that are provided but try to understand the link between labels and attributes. Hence, among novices, inaccurately labeled assortments not only result in suboptimal choice but also in higher uncertainty and lower satisfaction. For experts, goal-based labeling is largely irrelevant, as it does not have an effect on their choice satisfaction, nor on their likelihood to make an optimal choice.
    • Innovativiteit versus interesse. Wat zet consumenten aan tot het kopen van nieuwe producten?

      Weijters, Bert; Mast, Gitte; Goessaert, Geert; Geuens, Maggie (2003)
    • Measurement bias due to response styles: a structural equation model assessing the effects of modes of data-collection

      Weijters, Bert; Schillewaert, Niels; Geuens, Maggie (2004)
      This paper validates measures of response styles as latent variables using structural equation modeling. Next to measurement validation the main objective is to assess whether different modes of data collection bring along measurement bias due to response styles. Results indicate that Internet panel and telephone survey respondents do not show a higher yeah-saying tendency than do people responding to a postal mail survey. Participants in web panel surveys also use the range of rating scales similarly compared to postal mail participants. Telephone survey respondents used a wider range of rating scale options. This may be due to primacy and recency effects of the response options. Internet pop-up surveys seem to lead to more yeah-saying, while respondents also use a narrower range of the rating scale.
    • Misresponse to Reversed and Negated Items in Surveys: A Review

      Weijters, Bert; Baumgartner, Hans (Journal of Marketing Research, 2012)
    • Nonprofit governance quality: concept and measurement

      Willems, Jurgen; Huybrechts, Gert; Jegers, Marc; Weijters, Bert; Vantillborgh, Tim; Bidee, Jemima; Pepermans, Roland (Journal of Social Services Research, 2012)
    • Offline URL advertising: Hierarchy of effects in on- and offline consumers

      Geuens, Maggie; Goessaert, Geert; Vantomme, D.; Weijters, Bert (2002)