Casey Newmeyer - Academia.edu (original) (raw)

Papers by Casey Newmeyer

International journal of advertising, May 23, 2024

The Journal of Marketing Theory and Practice, Mar 23, 2016

This research examines the influence of a firm’s focus on either products or brands in an acquisi... more This research examines the influence of a firm’s focus on either products or brands in an acquisition announcement on investor reactions and value creation for the acquiring firm. We conduct an event study of product and brand acquisitions in multiple business-to-consumer industries over a 30-year period (1980–2012). We find that value creation from such acquisitions depends on target resource strength and resource fit (relatedness between the acquirer’s and target’s product offerings). Further, the acquirer’s marketing management capability and product line diversification affect the ability of the firm to engage in resource transfer following the acquisition.

International Marketing Review, Sep 25, 2019

Purpose-Drawing on the brand alliance, cause marketing and corporate social responsibility litera... more Purpose-Drawing on the brand alliance, cause marketing and corporate social responsibility literatures, the authors introduce the notion of international cause alliances. The authors conceptualize international cause alliances as strategic partnerships between international causes and for-profit companies with the stated purpose of raising funds for the cause. Beyond signaling that companies are socially responsible, international cause alliances may also help companies increase brand awareness or expand into new markets. Because international cause alliances take many forms and differ in the extent to which the brands are integrated, they have very different strategic implications. The purpose of this paper is to discuss these implications in a framework as well as providing managerial direction for both for-profit companies and causes when forming such alliances. Design/methodology/approach-Using literature on brand alliances, cause marketing, and corporate social responsibility as a foundation, the authors introduce the notion of international cause alliances. The authors review literature to understand the many forms of alliances and investigate the extent to which brands are integrated. The authors then use these implications to develop a framework that can guide managerial decision-making for both for-profit companies and causes when forming such alliances. Findings-The research suggests that to effectively develop international cause alliances, the organization involved must be aware of the challenges and potential benefits that these partnerships produce. For instance, while highly integrated alliances involve large resource commitments they also facilitate brand image spillover. As such, these alliances are a great way for companies to alter customers' perceptions of their brands. Alternatively, low integration alliances require fewer resources and facilitate market expansion. Research limitations/implications-This research identifies strategies that companies and causes can use to either expand their markets or alter customers' perceptions of their brands. Originality/value-This paper presents a framework that companies and causes can use when forming international cause alliances.

ACR North American Advances, 2013

Developments in marketing science: proceedings of the Academy of Marketing Science, 2017

Despite its growing popularity, the implication of point-of-purchase solicitations is unclear. So... more Despite its growing popularity, the implication of point-of-purchase solicitations is unclear. Some research has shown that CRM activities are positively viewed by shoppers (Ellen et al. 2000), and others have shown that it can backfire (Osterhus 1997). It is specifically unclear if point-of-purchase solicitations boost a retailer’s reputation, sales, and shopper loyalty or result in any other competitive lift. Although understanding the impact of point-of-purchase solicitations on retail performance is important, research to date has not addressed this issue in sufficient detail. We fill this gap with the goal of exploring how CRM activities which involve direct participation by the shopper impact retailers.

Journal of Consumer Affairs

Previous research attributes vulnerability to financial hardship either to structural inequities ... more Previous research attributes vulnerability to financial hardship either to structural inequities or to poor financial behavior. Less attention has been paid to the role of social psychological factors or to the relative contribution of demographics, behavior, and social psychology in understanding an individual's vulnerability to financial hardship. While studies have examined psychosocial factors in financial outcomes, we argue that these factors represent a missing perspective in the construction of interventions to lessen vulnerability. We further argue that a holistic perspective considering all three factors is needed to address vulnerability to financial hardship. Capitalizing on the richness of the CFPB National Financial Well‐Being Survey data (n = 6394), we examine the unique contribution of psychosocial factors in explaining an individual's financial vulnerability over and above demographics and behaviors. Using four different measures of financial hardship, we fin...

Journal of Service Research

Passion is a motivational force driving people toward success and satisfaction. Outside of entrep... more Passion is a motivational force driving people toward success and satisfaction. Outside of entrepreneurship, though, research on how passion may be activated within a work role has been limited. As frontline employees (FLEs) are a vital link between organizations and their customers, measuring passion in the FLE context is particularly relevant. Anyone who has enjoyed memorable service knows, it is through passionate FLEs that service organizations may stand out from competitors. Through a series of seven studies conducted across multiple countries, this research develops and validates a measure of FLE passion. FLE passion is the intense positive feelings and identity reinforcement resulting from solving problems and/or serving customers. The developed and validated measurement instrument is comprised of both serving and solving dimensions and includes evidence that FLEs negotiate their identities and activate positive affect during service encounters. Theory and results indicate th...

Social Science Research Network, Sep 14, 2018

Journal of Consumer Behaviour, 2022

This article explores the fit between the advertised brand and the pandemic as a potential influe... more This article explores the fit between the advertised brand and the pandemic as a potential influence on consumers' intentions to engage in socially responsible health behaviors (social distancing, mask wearing, and getting tested when exposed). In an advanced and emerging market setting we find that advertisements for brands that are perceived as high on brand‐pandemic fit enhance consumers' socially desirable COVID‐19 health behavioral intentions and changes in brand credibility is the mechanism that drives such intentions. Fit is especially beneficial on the intentions of consumers whose health beliefs reflect only low to moderate concern about COVID‐19. Consumers with low or moderate (vs. high) COVID‐19 health beliefs exhibit an increased susceptibility to the fit—desirable health behavioral intentions relationship. The results are also corroborated in an emerging market context. Together, the results establish links between brand‐pandemic fit of advertisements, brand cre...

Journal of International Marketing, 2021

The authors develop an omni-brand orientation framework that is a bidimensional conceptualization... more The authors develop an omni-brand orientation framework that is a bidimensional conceptualization allowing global (local) brand elements to coexist alongside local (global) elements to create a “gloCal” brand. Using an interpretive analysis of interviews with 50 executives, the authors offer new insights into building and succeeding as a gloCal brand. The study shows that global brands are trying to become gloCal by building and nurturing local authenticity. The building blocks of local authenticity are brand image local connection, local iconness, local insights, and originality. Local brands, in turn, try to become gloCal by achieving global acceptance, a perception identified closely with global brands. The building blocks of global acceptance are perceived brand globalness, innovation, product performance quality, and global brand power. A follow-up study with 19 executives dives deeper into the drivers of success and leads to a conceptualization of a gloCal success cycle, which...

Journal of Consumer Affairs, 2021

Behavioral responses such as social distancing are important in the fight to contain COVID‐19 tra... more Behavioral responses such as social distancing are important in the fight to contain COVID‐19 transmission, yet motivating such responses is an overwhelming, resource‐intensive task. Using multi‐wave data from 23,735 US adults collected in May/September 2020, and January 2021, this study examines how financial preparedness in the form of savings influences the relationship predicted by the Health Belief Model between the degree of concern for COVID‐19 and engagement in social distancing. Findings indicate that general concern for COVID‐19 is related to the decision to engage in social distancing for individuals who have less saved. Curiously, higher levels of financial preparedness are associated with a lower likelihood of social distancing at least among people who had been laid off during the pandemic. The findings suggest a tradeoff between protecting one's standard of living and their health. Government and public health agencies should consider financial preparedness in the design of public health communications. [ABSTRACT FROM AUTHOR] Copyright of Journal of Consumer Affairs is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

SSRN Electronic Journal, 2020

The traditional distinction between global and local brands is losing salience driven by globaliz... more The traditional distinction between global and local brands is losing salience driven by globalization and digital technology. Using the paradox theory, this dissertation investigates a third option: brands that are both global and local—something paradoxical. Navigating a brand to be both global and local at the same time has been claimed to offer a successful market approach (Swoboda, Elsner, & Morschett, 2014), but it has significant challenges (Steenkamp, 2017). These challenges include managing the tensions and contradictions of being both old and new, the same and different, or a brand paradox (Brown, Kozinets & Sherry, 2003); combining global and local strategies into a true glocal strategy (Steenkamp 2017; Steenkamp and de Jong 2010). <br><br>The goal of this study is to use the foundation of prior research on global branding and international marketing strategy to build and empirically test a roadmap to help global and local brand leaders navigate the global marketplace. We employ a mixed-methods approach to develop and validate a new framework called omni-brand orientation for global brands to become locally authentic and local brands to become globally accepted. First, we identify the building blocks of local authenticity and global acceptance through qualitative interviews with 50 top managers from global and local sport brands. This qualitative research uses constructivist grounded theory (Charmaz 2006; Strauss and Corbin 1990) and theoretical sampling, a method based on the classic work of Glaser and Strauss (1967). The research included 50 interviewees (25 leaders from global brands and 25 leaders from local brands) across 24 unique organizations. <br><br>Second, we validate the framework with quantitative surveys from 259 managers from 96 different brands. The results show that global brands use local insights, learning orientation, social network, and positive affect to build local authenticity, while local brands use innovation capability, brand power, and product performance quality to gain global acceptance.

International Marketing Review, 2019

PurposeDrawing on the brand alliance, cause marketing and corporate social responsibility literat... more PurposeDrawing on the brand alliance, cause marketing and corporate social responsibility literatures, the authors introduce the notion of international cause alliances. The authors conceptualize international cause alliances as strategic partnerships between international causes and for-profit companies with the stated purpose of raising funds for the cause. Beyond signaling that companies are socially responsible, international cause alliances may also help companies increase brand awareness or expand into new markets. Because international cause alliances take many forms and differ in the extent to which the brands are integrated, they have very different strategic implications. The purpose of this paper is to discuss these implications in a framework as well as providing managerial direction for both for-profit companies and causes when forming such alliances.Design/methodology/approachUsing literature on brand alliances, cause marketing, and corporate social responsibility as a...

Journal of Business Research, 2018

Though the majority of Americans report they are financially stable, they do not have sufficient ... more Though the majority of Americans report they are financially stable, they do not have sufficient savings to handle an unplanned emergency. There appears to be a disconnect between an individual's perception of their financial situation and their actual financial state. Nevertheless, only scant research focuses on financial vulnerability from both a subjective and objective perspective, and a clear and consistent definition of this construct is missing in the literature. To fill this gap, this review draws across disciplines to consolidate extant knowledge on financial vulnerability. First, we propose a novel definition of financial vulnerability that includes both its subjective and objective dimensions. Next, we create a framework to assess a consumer's financial vulnerability. We then identify interventions for varying degrees of financial vulnerability that are tailored to the individual's fiscal situation. Finally, we present a research agenda to guide future research on financial vulnerability. "When I found out I was pregnant in February 2008, it was a shock, but nothing we couldn't handle. Two weeks later, when I discovered 'it' was actually 'they' (twins, as a matter of fact), I panicked a little. But not because I worried for our future. My middle-class life still seemed perfectly secure. I just wasn't sure I wanted to do that much work." "The weeks flew by. My boyfriend proposed, and we bought a house. Then, just three weeks after we closed, the market crashed. The house we'd paid 240,000forwassuddenlyworth240,000 for was suddenly worth 240,000forwassuddenlyworth150,000. It was okay, though-we were still making enough money to cover the exorbitant mortgage payments. Then we weren't."

Journal of Marketing Theory and Practice, 2016

European Journal of Marketing, Jan 31, 2020

Purpose-Marketing managers have strategic choices when forming brand alliances. One such choice i... more Purpose-Marketing managers have strategic choices when forming brand alliances. One such choice is integration, defined as the extent to which the offering is a fusion in the form and function of the partner brands. The paper aims to investigate how integration affects consumer attribution of responsibility to brand alliance partners. Design/methodology/approach-This paper builds on the previous study on brand alliances and attribution theory. Multiple experiments are used to test three hypotheses. Findings-This research shows that consumers are sensitive to the level of alliance integration, which, in turn, affects attributions of responsibility for the joint offering. Consistent with attribution theory, results show that responsibility for each brand varies systematically by integration and lead brand status vis-à-vis the alliance: while consumers perceive both brands as equally responsible for higher integration brand alliances, responsibility attributions diverge in lower integration alliances based on whether the brand is the alliance host. This pattern also holds for product-harm events. Research limitations/implications-It is important to explore brand alliance characteristics and to date, the level of integration between the partners has not been considered from a consumer standpoint. Consumers are sensitive to the level of partner brand integration and this perception influences perceptions of responsibility. Practical implications-Managers should be aware that the level of brand alliance integration and lead brand status lead to different attributions of responsibility, which is strategically important, as brands seek to take credit in positive contexts and avoid blame for negative events. Originality/value-This paper explores brand alliances via the level of integration and leads brand status, which are key determinants of consumer attributions of responsibility.

Journal of the Academy of Marketing Science, Jun 27, 2013