Notice bibliographique
Résumé
We have great pleasure in presenting this special issue of the Journal of Service Theory and Practice, based on some of the best papers from the services track at the Australia and New Zealand Marketing Academy (ANZMAC) in 2014.The conference was hosted by the School of Marketing at Griffith University, Brisbane.The conference theme was how marketing has been used effectively as an agent of change in both social and commercial settings.In all, 434 delegates attended representing 36 different countries across the world.The conference inspired a diversity of thinking and openness, for example, Jan Brace Govan ran the first Consumer Culture Theory workshop prior to the conference, several international researchers in the field contributing to this popular workshop, and resulting in the continuance of this workshop on the ANZMAC conference programme, in 2015 and later this year at the 2016 conference.The services marketing track was the second largest at the conference with around 67 submissions.Across the board, the papers demonstrate emerging critical and diverse perspectives that signify the advancement of the field of services marketing.Some of the papers in this issue support the concept of change, the theme of the conference, and showcase the concepts of change, advancement and broadening the boundaries of marketing.Two papers address the rapidly developing field of brand engagement.The first paper "Broadening brand engagement within the service-centric perspective: an intersubjective hermeneutic framework" is a conceptual paper that won the best paper award in the services marketing track.In this paper, Yuri Seo, Carol Kelleher and Rod Brodie take a theoretical lens and consider how brand engagement emerges in the broader context of consumer lives.They use an intersubjective orientation to illustrate the nature of practices, experiences and value-in-use, and discuss their interrelationships in the context of servicecentric brand engagement.The authors develop a Hermeneutical Framework; the hermeneutic circle in the model demonstrates how the consumer brand engagement process is iteratively co-constructed between the socially constructed brand engagement practices, individualised and collective brand experiences, and value-in-use.Thus, emergent brand experiences are both enabled by and, at the same time, actualise brand engagement practices, value-in-use acting as a bridge between the individualised experiences and social practices that they entail.The paper offers a platform for further investigations of intersubjective brand engagement and brand experiences in a variety of contexts.The next paper "Branded marketing events (BMEs): engaging Australian and French wine consumers" takes a new angle on customer experiences, linking experiences to brand engagement within the context of BMEs.Such events can be, for example, in the wine industry, wine tastings and tours, concerts at vineyards, and special events.Teagan Altschwager, Jodie Conduit, Tatiana Bouzdine-Chameev and Steve Goodman examine how the various components of experiences can act as a strategic tool for the facilitation of customer brand engagement.As BMEs take place within a physical environment in which event attendees experience a brand; the role of experiential components are highly salient.Five components are examined in this study: cognitive, emotional, pragmatic, sensorial and relational components.The effects of BME's across Australian and French wine event attendees are compared.While overall brand engagement had a significant effect on wine purchase intentions in both countries, the effect was less in
Récupéré en direct depuis OpenAlex et désinversé. Les résumés ne sont pas conservés dans cette base de données : les index inversés représentent 8,6 Go des 9,3 Go de texte de la base, et le serveur dispose de 13 Go libres.
Comment cette classification a été obtenuedéplier
Prédiction machine sur la base complète
Imitation des enseignantsNi prévalence calibrée, ni vérité terrain. Validation humaine à venir. Le volet Gemma est une étiquette directe du modèle pour chaque travail de la base, lue sur la notice réduite au titre. Le volet Codex est un classifieur appris des 10 348 étiquettes directes de Codex et calibré sur les taux pondérés de l'échantillon; les champs sans appui suffisant ne portent aucun appel Codex. Le mode candidate est l'union des deux volets; le consensus est leur intersection. Ces sorties portent le statut machine_predicted_unvalidated et ne sont pas des étiquettes humaines.
Scores du classifieur distillé par catégorie (deux têtes)
| Catégorie | Codex | Gemma |
|---|---|---|
| Métarecherche | 0,004 | 0,026 |
| Méta-épidémiologie (sens strict) | 0,001 | 0,001 |
| Méta-épidémiologie (sens large) | 0,001 | 0,001 |
| Bibliométrie | 0,002 | 0,001 |
| Études des sciences et des technologies | 0,003 | 0,001 |
| Communication savante | 0,009 | 0,005 |
| Science ouverte | 0,003 | 0,003 |
| Intégrité de la recherche | 0,006 | 0,008 |
| Charge utile insuffisante (le modèle a refusé de juger) | 0,268 | 0,150 |
Scores machine (provisoires)
Les deux têtes enseignantes du modèle étudiant, lues sur ce travail. Un score ordonne la base pour la relecture; il n'affirme jamais une catégorie, et le statut de validation accompagne chaque rangée tel quel.
Scores de référence d'un modèle non mature (critères de maturité non atteints, 7 itérations). Un score ordonne; il n'affirme jamais une catégorie.
score_only:v0-immature-baseline · tel quel depuis la passe de notation : score_only signifie que le nombre peut ordonner les travaux, et qu'aucune étiquette de catégorie n'en découleClassification
machine, non validéePrédiction automatique; un appel candidat d’une seule source (Gemma direct ou Codex distillé), pas un consensus.
Le détail, modèle par modèle et score par score, se trouve en fin de page sous « Comment cette classification a été obtenue ».