Frank Pons

Université Laval | ULAVAL · Department of Marketing

This research aims to conceptualize, develop, and validate a specific instrument for measuring the engagement of followers towards influencers on social media, and more specifically, in this first research, on Instagram. We surveyed (in-depth interviews, and questionnaires) 32 marketing experts and 1170 Instagram followers. Based on the application...

This paper aims to provide a better understanding of conditions that influence the gap between positive attitude and intention towards organic food products and actual behaviour regarding these products. Thus, we propose an extended version of the Theory of Planned Behaviour (TPB) to explain parts of this gap and we highlight the crucial role playe...

The classic groundbreaking text for understanding organizational theory in the sport industry is back in an extensively revised new edition. With an added emphasis on organizational behavior and practical applications of the theory, Understanding Sport Organizations: Applications for Sport Managers, Third Edition, provides a logical progression to...

The purpose of this article is to provide an in-depth overview of the scientific literature pertaining to the Human Brand (HB) and to highlight research opportunities based on trends and gaps identified over the course of our study. We conducted a systematic literature review (SLR) examining a total of 3910 articles containing the keywords “persona...

Sustainability has become a movement with tremendous influence in the way organizations and policy makers design their strategies (Griskevicius et al. 2010). Given the detrimental effects of pollution and overuse of nonrenewable resources, it is essential that scholars understand both the nature of and how they can impact pro-environmental behavior...

en This study examines the relationship between market orientation (MO) and the performance of small and medium‐sized enterprises (SMEs) within the context of economic crisis. It distinguishes between two levels of MO: responsive market orientation (RMO) and proactive market orientation (PMO). Data were collected on a sample of 300 SME. Findings in...

This paper aims to provide a better understanding of conditions that influence the gap, often mentioned in the literature, between positive attitude towards organic products and actual behavior regarding these products. Thus, we propose an extended version of the Theory of Planned Behavior to explain parts of this gap and we highlight the crucial r...

This paper examines the influence of social power on consumers' propensity to defer choice. Based on the notion that elevated power reduces regret anticipation-the fear of making a wrong choice-it is proposed that power influences the extent of choice deferral by reducing consumers' susceptibility to anticipated regret. Because of the regret-based...

Purpose In the highly saturated sports industry where sport teams represent a complex offering loaded with intangible and tangible attributes, it is important to implement appropriate marketing strategies that will ultimately contribute to the development of strong brand equity. In this paper, the authors focused on the relationship between brand...

The paper focuses on the comparison between pure e-retailers and multichannel retailers' customers and how they differ in their evaluations of functional and relational attributes of the website, as well as how these attributes impact online relationships. An online survey among online securities investors was conducted. Subjects were self-selected...

Using a mix of quantitative and qualitative data collected in a professional sports organization from two key stakeholder groups, namely fans and owner/managers, this article investigates the perceived importance and management principles of reputation and e-reputation. It provides a better understanding of the challenges of managing e-reputation i...

Recent studies (Tombs and Mc Coll-Kennedy, 2003; Rosenbaum and Massaiah, 2007; Machleit et al., 2000, Eroglu, Machleit and Barr, 2005) underline the importance of considering different types of crowding (human versus spatial) when interpreting results on a crowd’s impact. They also insist on the potential moderating role of the service encounter an...

This paper posits that using tourist characteristics as moderating variables has the potential to resolve conflicting results of previous tourism studies. To verify this hypothesis, the influence of tourist situational and demographic characteristics on overall satisfaction, intention to revisit and to recommend the destination and the associations...

Depuis plus de 30 ans, de nombreuses publications ont utilisé le sport en tant que terrain de recherche avec une focalisation dans le domaine du parrainage sportif. Néanmoins, la spécificité du marketing des spectacles sportifs a depuis offert de nombreuses pistes de développements scientifiques et managériaux. Il n’existe cependant pas d’état des...

Sustainability has become a movement with tremendous influence in the way organizations and policy makers design their strategies (Griskevicius et al. 2010). Despite the wide availability of pro-environmental options, barriers to adopting pro-environmental behaviors are still common (Dietz et al. 2003), and past strategies undertaken by government...

Highly identified fans are often the focus of brand strategists as they are usually investing time and money to follow the team (Richelieu and Pons 2009). However, highly identified fans represent some challenges for sports teams since they sometimes have mixed emotions toward the team and can engage in dysfunctional behaviors such as the use of ab...

Over the last decade, the role of emotions in service settings has been the focus of many studies in the business literature (Ashforth and Humpfrey, 1993; Wharton and Erickson, 1993, Parkinson, 1991). Nevertheless, most of the studies in this area focused on the management of emotions in the workplace (Morris, Feldman, 1997, Rafaeli and Sutton, 198...

The growing position occupied by experiential products and services in marketing research (Holt, 1995; Wakefield and Blodgett, 1994), as well as several concerns made about the lack of managerial direction to solve or use crowding issues (Stewart & Cole, 2001; Eastman & Land, 1997), contribute to the importance of this topic. Indeed, our modern lif...

Past research has clearly demonstrated the importance of information search within the consumer buying process (e.g., Thorelli et al., 1975). Scholars have identified several sources used by consumers in order to obtain information relevant to their purchase situation. The rich literature dealing with this topic has also suggested that, in general,...

Student ratings of instructors have received considerable attention in academia due to their use in annual reviews, promotion and tenure decisions, and course assignments. As a result, instructors (for better or worse) often contemplate utilizing various tactics and strategies that might increase student satisfaction. While personal characteristics...

In the past years, corporate social responsibility gained a lot of popularity from researchers and managers around the world. Its influence on consumer behavior has made it an element of strategic importance for the diverse companies that compete on the market. This situation is not different for sport professional teams that are embracing a multit...

This paper examines the role of affective evaluations as a mediator of the effect of perceived density on satisfaction. It also suggests that expected density and the shopping context moderate the density-satisfaction relationship. The proposed effects are tested in an experiment, using written scenarios and video stimuli to manipulate perceived de...

An innovation can be defined as a creation by a business firm directed to a particular social system. Since its diffusion in the market largely depends on its adoption by consumers, one may also describe innovation not as an essentially technological phenomenon, but rather as an event of a psycho-social nature because those are the keys to its succ...

High-technology firms often regroup themselves into clusters, which allow them to reach a critical mass and share knowledge as well as attract potential clients and partners. Economic development organizations are generally in charge of cluster developments and management and face several challenges. Among these challenges, previous studies have id...

This article examines how individuals react in crowded utilitarian settings and investigates the specific role of scarcity in the density–dissatisfaction relationship. This paper also highlights the mediating role of affective states (i.e. positive and negative) in determining consumers' satisfaction or dissatisfaction in these contexts. The result...

This paper tries to explain how consumers (fans) deal with an increasing offering of sport brands that tend to internationalise. In particular, we aim at better understanding how fans 'brand's perceptions are affected by the internationalisation process of their favourite sports team. Building on previous studies and using an empirical qualitative...

La segmentation représente un aspect important des stratégies de marketing mises en place par la plupart des organisations. Le marché du sport professionnel et les nombreuses franchises en activité ne font pas exception. Les marques qui composent ce marché singulier à fort contenu émotionnel, où gravitent des consommateurs aux caractéristiques part...

This chapter focuses on sport event consumers and offers an overview of the uniqueness of sporting events and the mechanisms through which they may fulfi ll various consumers’ needs. It also highlights the importance of using appropriate measures to capture consumers’ motives and provides several examples of measurement that can be used in both the...

Purpose ‐ This paper aims to focus on understanding three dimensions of international alliance formation by small to medium-sized enterprises (SMEs): the role of internal actors, planning/opportunity management, and organizational learning.Design/methodology/approach ‐ The three dimensions form a proposed model of international alliance formation w...

Résumé Devant le nombre grandissant de rappels de produits et la surmédiatisation de ces derniers, il devient essentiel pour les entreprises de savoir gérer ce type de crise afin d’en limiter les impacts à court terme et d’assurer la pérennité à long terme de la marque et de l’entreprise. Les rappels de produits ont des coûts directs importants dus...

The study attempts to (1) demonstrate whether the purchase of branded fashion accessories is motivated by consumers’ desire to reflect their social status, convey their self-image, and boost their self-esteem; (2) find whether the purchase of luxury fashion accessories may fall under the umbrella of conspicuous consumption; and (3) examine whether...

Purpose The pupose of this paper is to investigate consumers' behavior in emerging countries. In particular, it simultaneously assesses the effects of country image and country‐of‐origin's image on consumers' uncertainty, aspiration and purchasing intention of high‐tech products. Design/methodology/approach Based on a sample of 479 Chinese consume...

International new ventures (INVs) – those that from the inception seek to use their resources and to sell their output in international markets – have been the subject of much research for more than a decade. However, research on INVs has so far ignored the importance of communication strategies directed toward foreign stakeholders during the inter...

We address a previous finding in the business ethics literature in which accounting professionals in higher rank levels, i.e., “manager” or “partner” of auditing firms, appear to have lower moral reasoning ability than their junior counterparts. Prior investigations have relied upon a similar methodology for estimating ethical beliefs, namely testi...

This paper discusses the fit between attribute-based versus alternative-based processing and regulatory focus, and its impact on decision outcome valuation. Attribute-based processing was found to occur more frequently under prevention focus, whereas alternative-based processing occurred more frequently under promotion focus. The fit between preven...

The authors focused on the role of language use in measuring ethnic identity. They demonstrated the construct validity of a 3-dimensional measure and examined potential biases introduced by alternative methods such as constant sum scale. Their findings support the distinction between the 3 subdimensions of language use (English use in family, in me...

This study examines patterns of cultural adaptation of an ethnic minority as manifested in consumption of traditional ethnic and mainstream culture foods. A survey, containing multiple measures of several ethnic identification and acculturation dimensions, along with consumption frequencies of both traditional and mainstream culture foods, was admi...

Purpose This paper aims to examine the impact of recall crisis management on the manufacturer's image, consumers' loyalty and future purchase intentions. More specifically, this research aims to clarify the types of recall strategies that companies put forward, as well as their impact on consumers' behaviors and perceptions of the manufacturer's im...

This paper examines the strategies and actions Canadian professional hockey teams implement in order to build and exploit their brand. Data were collected during one-on-one interviews with vice presidents and marketing directors of four teams: the Montreal Canadiens, the Ottawa Senators, the Toronto Maple Leafs (TML) and the Vancouver Canucks. Our...

This study examines whether students at two universities perceive social power differences between male and female business faculty. Using gender schema and social power theories, we posit that female faculty members will be perceived by students as having greater referent power and that male faculty members will be perceived by students as having...

We argue that an instructor's use of influence tactics can be classified as soft, rational, and strong in nature and that the use of these tactics will have a differential impact on student satisfaction. We find support for the existence of the three categories of influence. We find that student satisfaction is positively influenced by the use of s...

This article clarifies how consumers deal with crowded service settings and, in particular, how density expectations impact this process. The article describes the key moderating role of culture in the density–dissatisfaction relationship by comparing consumers' reactions to crowd in two different countries (Canada and Mexico). Results suggest that...

Most of the research dealing with consumer–consumer interactions emphasizes the negative consequences of sharing the service experience with other consumers. Crowding, in particular, represents one of the important environmental factors affecting consumers' retail experience. However, recent studies in the context of hedonic services (e.g., amuseme...

This paper looks at how two sports teams, hockey club the Toronto Maple Leafs and Football Club Barcelona, have each built and leveraged their brand equity. The main differences between the two clubs lie in how they position their brands. For TML, the affective and experiential sides of the product are emphasised to make the brand grow; for Barcelo...

Sporting events offer a strong emotional value to consumers and therefore occupy a prominent role in their life. In addition, they represent an important market potential for sponsors with an economic value in excess of $200 billion a year. A growing concern shared by researchers and sports marketers is to understand the various motivations that br...

Past research has demonstrated clearly the importance of pre-purchase information search within the buying process. Scholars have identified several sources used by consumers in order to obtain information relevant to their purchase situation. Among the various information sources, interpersonal non-commercial sources seem to play an important role...

Purpose – Interpersonal influences play a major role in shaping consumer choice decisions. This is particularly evident in the case of services, where intangibility and variability add to the decision difficulty. While all consumers are susceptible to interpersonal influence, people differ in the extent of their susceptibility to interpersonal infl...

This study presents a multi-method based approach to matching fan expectations and needs with a franchise's strategic vision. This approach is demonstrated by looking at a Canadian team in the National Hockey League. The needs of the customers are assessed through a questionnaire survey and an indepth interview with the franchise's marketing vicepr...

The occurrence and the choice of appropriate retail sales promotion techniques are important decisions for retailers. It is crucial for them to apprehend the mechanisms involved at the consumer level regarding these sales promotions. Therefore, in the context of consumers' use of retail sales promotions, a multidimensional model, which follows a co...

En 1988, Parasuraman, Zeithaml y Berry elaboraron un instrumento para medir la calidad del servicio. Desde esa fecha, este instrumento ha sido utilizado en numerosos estudios sobre distintas industrias y en diferentes países, tanto por académicos como por profesionales. Sin embargo, a pesar de su amplia difusión, pocos estudios tratan los aspectos...

Using a model, which includes cognitive, affective and behavioral dimensions, consumers' receptivity to direct mail is studied. Prior to the initial cognitive step of the model, a “pay attention” variable is introduced in order to emphasize the importance of categorization of the incoming direct mail. Then, a cross-cultural comparison is made betwe...

In the context of consumers’ use of price-oriented promotions, a multidimensional model, which follows a cognitive–affective-behavior pattern was proposed. This model integrates all the aspects of how and why consumers use sales promotions and specifies the linkage between consumers’ beliefs, attitude and behavior. The cognitive component of the pa...

Although there have been several studies concerning the issue of advertising standardization, few authors have proposed an integrated model of the determinants of advertising standardization Even if the extent of control of Multinational Corporations (MNC) over their subsidiaries is often cited as a key element in the determination of the level of...

This exploratory study investigated the moderating influence of culture on the persuasive power of fear appeal advertisements differing on type of fear. The conceptual framework for the study was based on Rogers' Protection Motivation model and incorporated type of fear, physical and social, as an independent variable and culture as a moderating va...

The adoption process for new products varies from one individual to another according to socio-economic and demographic characteristics. This article focuses on cultural values because an individual’s inclination to adopt a new product is also influenced by his system of values. The advantage of using values to explain innovativeness is that this v...

The marketing research on crowding presents conclusive but limited results about the, mainly negative, consequences triggered by crowded situations for the individual or the consumer (Eroglu and Machleit, 1990; Machleit et al, 1994; 2000). On the other hand, the growth of experiential and hedonist products and services (amusement parks, concerts......