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dissertation (8)


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2019 (8)

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Dissertation
Retail service innovation copycats and stock market value: the moderating effect of copycat speed, firm type and innovation type
Authors: --- --- ---
Year: 2019 Publisher: Leuven KU Leuven. Faculteit Economie en Bedrijfswetenschappen

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Abstract

As a result of the cut-throat competition in the retail industry, retailers have to differentiate by providing extra services to their customers. Because innovating can be very expensive and still has a possibility to fail, retailers use copying successful innovations as an alternative strategy to innovating themselves. Firstly, this study looked at the effect the introduction of a retail service innovation copycat (RSIC) has on stock market value. Additionally, the study investigated if the speed by which this copying is done had an influence on the main relationship. Moreover, led by the arrival of the internet and the growing importance of technology in today’s society, two more variables were looked into, namely the origin of the firm (ecommerce or brick-and-mortar) as well as the type of innovation (people- or internet-enabled). However, there is no evidence that this introduction of a RSIC has a significant influence on the stock market value. The event study performed on 231 copycat events revealed that speed has a positive effect on the abnormal stock returns and that type of innovation moderated the relationship between the introduction of a RSIC and the stock market value, p-innovations were found to have a stronger effect than e-innovations. Furthermore, the study showed that the change in stock market value also depended on the interaction between these variables, we found that the positive effect of a p-innovation compared to an e-innovation, will be stronger the quicker an imitator can act relative to other later imitators.

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Dissertation
The generalized reward effect in online gambling: do appetitive stimuli in the online environment make people play more impulsively?
Authors: --- --- ---
Year: 2019 Publisher: Leuven KU Leuven. Faculteit Economie en Bedrijfswetenschappen

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The phenomenon of online gambling is becoming more common, this due to its accessibility anytime and everywhere. The online environment is rich of appetitive or sexual stimuli. Previous research until this point has found ample evidence for the fact that appetitive or sexual stimuli could trigger individuals to make more impulsive choices. Although more recently one meta-analysis and replication study revealed counterevidence against this effect. This study examines the effect of sexual laden stimuli, in form of pictures of women in lingerie or men in underwear or suit, on risk taking in online gambling games. The General Reward Theory and BAS-scale for impulsivity were used as conceptual framework. 268 male and female participants were assigned to either the control condition or the appetitive cue condition based on their sexual preference. Contrary to what was expected results suggested that people after being exposed to sexual stimuli did not play online gambling games more impulsively. The data also did not offer any evidence for a sensitive reward system, as measured by the BAS-scale, to be a moderator of the effect.

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Dissertation
The effect of a multibuy promotion on consumers’ purchase intentions: the moderating effect of perceived retail crowding and store type.
Authors: --- --- ---
Year: 2019 Publisher: Leuven KU Leuven. Faculteit Economie en Bedrijfswetenschappen

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Retailers are constantly striving to optimize the effectiveness of their sales promotions. Therefore, they need to know in which setting their marketing dollars will generate the most sales. First, this thesis will assess the effectiveness of a multibuy promotion based on the change in consumers’ purchase intentions as purchase intentions predict sales. Moreover, this thesis examines two possible moderators of promotion effectiveness, namely retail crowding and store type. The results of a multiple linear regression and a two-way ANOVA revealed a significant positive effect of a multibuy on consumers’ purchase intentions, implying that a multibuy is an effective sales promotion. Next, it is concluded that retail crowding does not play an important moderating role in the relationship of a multibuy with consumers’ purchase intentions. Finally, the results indicated a significant interaction effect between a multibuy and store type. This means that store type has a significant moderating effect on promotion effectiveness. A multibuy is found to be more effective in a discounter compared to a traditional retailer.

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Dissertation
Effects of environmental knowledge on pro-environmental consumer behaviour: the case of palm oil consumption
Authors: --- --- ---
Year: 2019 Publisher: Leuven KU Leuven. Faculteit Economie en Bedrijfswetenschappen

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In the present market, palm oil seems indispensable from daily products such as food, cosmetics, biodiesel and energy. Because of its favourable physical and chemical qualities, low production cost and especially high yield per hectare, palm oil is become by far the most consumed and cultivated oil crop in the world. Nevertheless, palm oil production is linked to several environmental issues. A robust decrease in palm oil consumption is essential to prevent further environmental damage. The aim of this study is to examine the effect of knowledge on pro-environmental consumption behaviour (PECB) in the case of palm oil consumption. We distinguished between two different knowledge types, being consequence knowledge and action knowledge. To manipulate the knowledge levels, a knowledge-based intervention was executed. In this study we used a knowledge-based intervention consisting of four informational-posters which differ in the nature of information. The data have been collected with an online survey filled in by 138 participants. The findings show that consequence knowledge is proved to increase self-reported willingness to engage in PECB, where no evidence was found for action knowledge and interaction of the knowledge types.

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Dissertation
The generalized reward effect in online gambling: do appetitive stimuli in the online environment make people play more impulsively?
Authors: --- --- ---
Year: 2019 Publisher: Leuven KU Leuven. Faculteit Economie en Bedrijfswetenschappen

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Abstract

The phenomenon of online gambling is becoming more common, this due to its accessibility anytime and everywhere. The online environment is rich of appetitive or sexual stimuli. Previous research until this point has found ample evidence for the fact that appetitive or sexual stimuli could trigger individuals to make more impulsive choices. Although more recently one meta-analysis and replication study revealed counterevidence against this effect. This study examines the effect of sexual laden stimuli, in form of pictures of women in lingerie or men in underwear or suit, on risk taking in online gambling games. The General Reward Theory and BAS-scale for impulsivity were used as conceptual framework. 268 male and female participants were assigned to either the control condition or the appetitive cue condition based on their sexual preference. Contrary to what was expected results suggested that people after being exposed to sexual stimuli did not play online gambling games more impulsively. The data also did not offer any evidence for a sensitive reward system, as measured by the BAS-scale, to be a moderator of the effect.

Keywords


Dissertation
Effects of environmental knowledge on pro-environmental consumer behaviour: the case of palm oil consumption
Authors: --- --- ---
Year: 2019 Publisher: Leuven KU Leuven. Faculteit Economie en Bedrijfswetenschappen

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Abstract

In the present market, palm oil seems indispensable from daily products such as food, cosmetics, biodiesel and energy. Because of its favourable physical and chemical qualities, low production cost and especially high yield per hectare, palm oil is become by far the most consumed and cultivated oil crop in the world. Nevertheless, palm oil production is linked to several environmental issues. A robust decrease in palm oil consumption is essential to prevent further environmental damage. The aim of this study is to examine the effect of knowledge on pro-environmental consumption behaviour (PECB) in the case of palm oil consumption. We distinguished between two different knowledge types, being consequence knowledge and action knowledge. To manipulate the knowledge levels, a knowledge-based intervention was executed. In this study we used a knowledge-based intervention consisting of four informational-posters which differ in the nature of information. The data have been collected with an online survey filled in by 138 participants. The findings show that consequence knowledge is proved to increase self-reported willingness to engage in PECB, where no evidence was found for action knowledge and interaction of the knowledge types.

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Dissertation
The impact of crowding on the willingness to pay in a food consumption context

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The aims of this thesis were to study the influence of crowding on the consumer’s willingness to pay in a food consumption context and to examine variables that could moderate this relationship. An online experiment to obtain all the necessary data was used. In the online experiment, 174 participants were randomly assigned to 1 out of 4 conditions (low crowding – utilitarian, low crowding – hedonic, high crowding – utilitarian, high crowding – hedonic). They were asked to state their willingness to pay for the hedonic/utilitarian product, as well as to evaluate the brand image of the context. Data about their tolerance for crowding and liking of the product were also collected. A lower willingness to pay was found in the high crowding conditions, but no moderating effects were found.

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Dissertation
Het effect van crowding op klantentevredenheid in de discounter context

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Het doel van deze thesis was het onderzoeken van de relatie tussen crowding en de klantentevredenheid, samen met het medierende effect van de emoties ‘happiness’ en ‘stress’ en het modererend effect van het gepercipieerd aantal werknemers op de werkvloer door de klant. De nodige data werden verzameld door het afnemen van vragenlijsten aan de Lidl winkel te Sint-Truiden. Met behulp van de data-analyse, kan er geconcludeerd worden dat crowding noch een significant effect heeft op de klantentevredenheid, noch op de emotie ‘happiness’. Wel werd er besloten dat crowding een negatief effect heeft op de emotie ‘stress’. Verder hebben zowel de emotie ‘stress’ als de emotie ‘happiness’ geen significant mediërend effect op de relatie tussen crowding en de klantentevredenheid. Echter, indien in de analyse de emotie ‘joy’ wordt gebruikt in plaats van de emotie ‘happiness’, wordt er wel een negatief mediërend effect van de emotie ‘stress’ op de relatie gevonden. Tot slot werden er geen significante modererende effecten gevonden, noch van het gepercipieerd aantal werknemers op de werkvloer, noch van het objectief aantal werknemers aanwezig.

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