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  • 1. Bal, A. S.
    et al.
    Archer-Brown, C.
    Robson, K.
    Hall, Daniel
    KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
    Do good, goes bad, gets ugly: Kony 20122013In: Journal of Public Affairs, ISSN 1472-3891, E-ISSN 1479-1854, Vol. 13, no 2, p. 202-208Article in journal (Refereed)
    Abstract [en]

    With millions of videos with different messages uploaded per year, companies are increasingly looking for means of making their messages stand against competitors. A theory of viral marketing is used to analyze and understand the spread of-and reactions to-a controversial political mega-viral video, Kony 2012. Through this analysis, policy makers and marketers could gain a better understanding of how they can use mediums such as YouTube to extend their messages. Kony 2012 concerns the highly publicized leader of a Ugandan guerrilla group, Joseph Kony. The video was a call to action and an attempt to educate the world about the atrocities committed in Sudan. The video was made by an organization called the Invisible Children and created by filmmaker Jason Russell. Following the extraordinary success of Kony 2012, Jason Russell was infamously arrested in San Diego for indecent exposure. The story and video of Russell's arrest and breakdown similarly went viral. The framework that follows analyzes the virality of a political video and the downfall of its creator.

  • 2. Bal, Anjali
    et al.
    Archer-Brown, Chris
    Robson, Karen
    Hall, Daniel
    KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
    Weidner, Kelly
    KONY 2012: MEGA VIRAL POLITIVAL ACTIVISM2015In: IDEAS IN MARKETING: FINDING THE NEW AND POLISHING THE OLD, Springer, 2015, p. 526-526Conference paper (Refereed)
  • 3.
    Hall, Daniel
    KTH.
    Exploring wine knowledge, aesthetics and ephemerality: Clustering consumers2016In: International Journal of Wine Business Research, ISSN 1751-1062, E-ISSN 1751-1070, Vol. 28, no 2Article in journal (Refereed)
    Abstract [en]

    Purpose: The purpose of this paper is to investigate the relationship between consumer wine knowledge and the aesthetics and ephemerality of wine consumption. Design/methodology/approach: A survey of 254 respondents for questions relating to objective wine knowledge and frequency of wine consumption, as well as the aesthetics and ephemerality of wine consumption was conducted. Clustering analysis was used to produce four discrete consumer clusters that provide insight into Berthon et al.’s (2009) aesthetic and ontology (AO) framework for the consumption of luxury wine brands. Findings: The paper finds that four clusters of wine consumers can be identified that exhibit common characteristics outlined in the AO framework. Practical implications: By clustering consumers and mapping these clusters, the AO framework provides wine marketers with a useful tool to segment the luxury wine market and to develop and deploy tailored wine marketing strategies to target each segment effectively. Originality/value: This study is one of the first to investigate the relationship between consumer wine knowledge, aesthetics and ephemerality. It offers luxury wine marketers useful insights into targeting wine consumers according to their common characteristics.

  • 4.
    Hall, Daniel
    et al.
    KTH.
    Caruana, Albert
    University of Malta.
    Vella, Joseph
    University of Malta.
    The effects of attitude toward advertising and blog skepticism on innovativeness and exploratory purchasing behaviour: A study of winesArticle in journal (Refereed)
  • 5.
    Hall, Daniel Edward
    KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
    Understanding the provision and processing of information for information-intensive products as a basis for market segmentation2016Doctoral thesis, comprehensive summary (Other academic)
    Abstract [en]

    This thesis helps to address the gap in literature relating to the study of the provision of information to consumers, consumer information search behaviour and consumer information processing and choice behaviour relating to information-intensive products. Throughout the thesis, wine is taken as an example of an information-intensive product. Through a series of four published papers in peer reviewed journals, the thesis examines how firms can control and manipulate the provision of information to consumers and that by restricting the availability of information, the firm can make its target consumers want the product even more. Although secrecy has existed for centuries, as a marketing tool it is relatively new and little is understood about its power or purpose in marketing strategy. The thesis also analyses how consumers process information relating to information-intensive products using mental shortcuts, or heuristics, to substitute price for product quality at increasing rates of product consumption. Finally, the thesis provides a new way in which to segment the luxury wine market based on consumer knowledge together with the timing of consumption.

    The thesis provides a number of interesting advancements in marketing and consumer behaviour research. The first advancement examines whether secret wine societies are actually that secret at all and finds that they are not; however this finding does not absolve the need for marketers to use secrecy as a marketing tool. The second advancement provides insight into advertising, blogs and consumer innovativeness and finds a positive relationship between attitude toward advertising and consumer innovativeness. The third advancement finds evidence that consumers’ process information by using the price-quality heuristic, for both sighted and blind tasting experiments. Furthermore, the study finds that blind tasting (deliberate thinking) reinforces sighted tasting (automatic thinking) which contributes to judgement errors about product quality. The fourth advancement is to provide a new way to segment the luxury wine market based on consumer objective knowledge, frequency of consumption and timing of consumption.

  • 6.
    Hall, Daniel
    et al.
    KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
    Pitt, L.
    Wallström, A.
    The secrets of secret societies: The case of wine2015In: Business Horizons, ISSN 0007-6813, E-ISSN 1873-6068Article in journal (Refereed)
    Abstract [en]

    Secret societies have intrigued humanity since earliest times. In this article we explore secret societies in the context of wine and how these institutions might be insightful in formulating marketing strategies. We contrast the characteristics of secret societies with those of existing secret wine societies such as The Wine Society and La Confrérie. Yet while some of these functions and characteristics transfer well, many ’secret’ wine societies aren’t actually that secret. Some of the characteristics of secret societies are also found in consumer brand communities. Armed with this knowledge, wine marketers can exploit the characteristics of secret societies to target market segments with precision and to gain the benefits of focused distribution opportunities.

  • 7. Priilaid, David
    et al.
    Hall, Daniel
    KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
    Price-quality heuristic correlation with rates of product consumption2016In: British Food Journal, ISSN 0007-070X, E-ISSN 1758-4108, Vol. 118, no 3, p. 541-559Article in journal (Refereed)
    Abstract [en]

    Purpose – The purpose of this paper is to explore the manner in which the rate of product consumption contributes to the formation and strengthening of the price-quality heuristic. Design/methodology/approach – The research included a literature review with a series of tests across a sequence of blind and sighted tasting experiments involving 278 subjects assessing seven differently priced products of orange juice, coffee and wine. Findings – The paper found evidence that consumption rates do affect the way consumers respond to price information and that sight-based “System 1” judgement errors accrue and increase progressively with consumption. This relationship was observed to be stronger in sight-based product assessments for consumption of four or more units per week compared to those consuming one unit per week. For blind-based product assessments, an inverse relationship between price affect and consumption was observed, with affect reported to be stronger for minimal rates of consumption. Originality/value – The observation of sight-based and blind-based affect relationships which are dependent on the levels of product consumption appears to be an interesting advancement in consumer behaviour research. This provides support for a dual structure of rationality operated by an interconnection between “System 1” sight-based associations and “System 2” blind-based ponderous thinking. The paper further provides support for Kahneman’s “conflation of intuition” as classically conditioned memory.

  • 8. Robson, K.
    et al.
    Beninger, S.
    Hall, Daniel
    KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
    Attraction of marketing and sales professionals in the financial services industry: An analysis of pre-, during and post-financial crisis job postings2014In: Journal of Financial Services Marketing, ISSN 1363-0539, E-ISSN 1479-1846, Vol. 19, no 2, p. 85-93Article in journal (Refereed)
    Abstract [en]

    Attracting talent is key to a successful sales force, and financial services firms have long used online recruiting to achieve this. However, little is known about how firms attract financial services marketing and sales professionals. In this study, we present a content analysis of job postings for sales and marketing positions in the financial services industry that were posted before, during and after the financial crisis of 2008. Specifically, job postings in the United Kingdom and United States in 2006, 2009 and 2013 were examined. Implications for financial services firms are discussed.

  • 9. Vigar-Ellis, Debbie
    et al.
    Hall, Daniel
    KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
    AMBUSH MARKETING OF THE LONDON OLYMPICS: A CONTENT ANALYSIS2015In: IDEAS IN MARKETING: FINDING THE NEW AND POLISHING THE OLD, 2015, p. 379-379Conference paper (Refereed)
1 - 9 of 9
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