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Jeandri Robertson

Jeandri Robertson

Doctor of Philosophy

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36
Publications
13,287
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146
Citations

Publications

Publications (36)
Article
Full-text available
Brand love is an often ignored, yet important dimension in consumer-brand relationships. Especially consumer-brand relationships with masstige brands that are hedonic and symbolic in nature. Using an experimental design (n = 465), this study investigated the interplay between brand love and brand loyalty, and its impact on brand equity. Contrary to...
Article
Purpose Organisational resilience and digital maturity both explain how some organisations are better able to cope with unexpected disruptions. However, research exploring the relationship between these two concepts, and their role in addressing exogenous shocks, remains sparse. This study first aimed to compare digitally mature SME retailers’ orga...
Article
This research investigates how employer branding can be strengthened by taking a business ecosystem approach that encourages and leverages indirect social exchanges, such as the behaviour of paying it forward. This work is founded on extant literature and exploratory interviews with individuals from firms seeking to strengthen their employer brand...
Article
The impact of COVID‐19 on global human resource (HR) management has been swift, dramatic and has fundamentally changed HR processes. The prompt online migration of business has altered the skills required by employees to succeed in the workplace of the future. This research examines the hard and soft skill gaps that exist in the digital marketing a...
Article
Kindness can strengthen your employer brand. The business environment is changing and today, increased attention is directed toward the value of kindness in the corporate world. Paying it forward is a way of passing on acts of kindness to others. It is a behavior where individuals, such as employees and business partners, go above and beyond what i...
Article
Full-text available
This paper considers the evaluation of social media performance from a user’s perspective using the expectation confirmation theory as the theoretical framework. The interplay between initial expectations and subsequent evaluations of social media performance, in particular, forms the basis of the evaluation. The research focuses on the influence t...
Article
Full-text available
Purpose This methodological paper aims to demonstrate the potential benefits of using consumer neuroscientific methodologies to measure consumers’ subconscious responses when consuming wine during a taste experiment. By comparing conscious and subconscious evaluations during a tasting experience this study illustrates how this methodology offers a...
Article
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This study operationalizes the knowledge-based dynamic capabilities (KBDC) that act as drivers of innovation performance in innovation ecosystems, across different market economies. Innovation ecosystems facilitate the flow of resources to transform ideas into reality. In turn, KBDC provide a means to create and share expertise, which contributes t...
Article
Full-text available
A customer’s experience with a brand, as evidenced in online customer reviews, has attracted multidisciplinary scholarly attention. Customer experience plays an important role as an antecedent to brand engagement, brand adoption, and eventual brand loyalty. Thus, it is important for businesses to understand their customers’ experiences so that they...
Article
Learning outcomes The learning outcomes of this paper is as follows: to strategically evaluate the strengths, weaknesses, threats and resulting opportunities that face an entrepreneurial startup. To apply the academic principle of competitiveness and evaluate the competitive advantage of the business and its competitors through the application of t...
Article
Full-text available
This paper explores how competition works in knowledge ecosystems, using a theory elaboration approach. With little research conducted in this area to date, three strategic streams of thought—resource-advantage theory, dynamic capabilities framework, and adaptive marketing capabilities perspective—are compared as a departing point and a frame of re...
Article
http://ltu.diva-portal.org/smash/get/diva2:1500397/FULLTEXT02.pdf Purpose: Literature in the entrepreneurial marketing (EM) field continues to flourish with a noted increase in publications in recent years. This research conducts a bibliographic analysis of EM literature, to examine the intellectual landscape of the field and assess scientific pro...
Chapter
Social media has fundamentally changed how people communicate and share information (Kaplan and Haenlein 2009), and healthcare communication has certainly not been immune to this information revolution (Kreps 2011). With the potential to impact the effectiveness and dissemination of healthcare information (Cranston and Davies 2009), organisations w...
Article
Full-text available
Excitement about artificial intelligence (AI) in retail is high, yet, there remains uncertainty regarding where best to apply AI in the retail value chain, and the ROI of such investment. This paper shows how retailers are currently applying AI technologies across the different stages of the value chain. However, many of these narrow applications c...
Article
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Orientation: This study considers the influence of customer experience gained during sales interaction episodes on customer satisfaction, customer loyalty and ultimately willingness to recommend the focal firm in a business-to-business context and compares these associations across multiple firm-specific customer segments. Research purpose: This s...
Conference Paper
Full-text available
The rapid acceptance of social media across consumers of all age groups has prompted researchers to examine the social and psychological effects that social media usage may have on its users (Cabral 2011; Vogel et al. 2014). The content that users choose to post is often selectively chosen to project a particular image (Rosenberg and Egbert 2011),...
Article
Full-text available
Marketers play an integral part in the strategic planning process of a firm, both concerning the role of marketing in the strategic discourse, as well as the marketers’ interaction between various levels of hierarchy within an organization. The top management team (TMT) formulates strategic decision and influences the implementation of tactical app...
Article
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The sharing economy has changed many rules of business. One of those rules is the role of the firm and – importantly – the role of consumers, who can perform two roles and become both providers and consumers, i.e. “prosumers”. Therefore, the key network effect to leveraging the power of the sharing economy is for one-sided users, those who are cons...
Article
Entrepreneurial ecosystems represent an active and growing area of research. Recognized as a contributor to foster regional competitiveness by stimulating economic growth and promoting innovativeness, interest in the concept spans across disciplines. Despite evolving and inter-disciplinary discussions on entrepreneurial ecosystems, a comprehensive...
Article
Full-text available
Learning outcomes Students learn to evaluate a firm’s growth strategies with the aim of establishing long-term business sustainability. Students will examine the impact of external macro-environmental factors that influence firm growth in an emerging market context. Using this case, students will learn how to apply a resource-based view to a firm’s...
Conference Paper
Full-text available
The rapid acceptance of social media across consumers of all age groups has prompted researchers to examine the social and psychological effects that social media usage may have on its users (Cabral, 2011; Vogel et al., 2014). The content that users choose to post is often selectively chosen to project a particular image (Rosenberg & Egbert, 2011)...
Article
Full-text available
Purpose The purpose of this paper is to provide an overview of the philosophical considerations of fake news and provide an alternative view to current conceptualizations of its binary nature. Through an evaluation of existing research, a typology of fake news is presented that considers the possibility that the propagation of fake news about a br...
Article
Full-text available
Purpose: The purpose of this paper is to explore the brand personalities that employees are creating of their employer brands, in particular business-to-business (B-to-B) brands, when describing these brands on social media. We examine how the brand personalities, based on written online reviews, differ between high- and low-ranked, and high- and l...
Article
Purpose The purpose of the paper is to investigate the nature of variations among established and emerging middle class consumers in South Africa in response to the institution context factors associated with emerging markets that are established in international business studies. Design/methodology/approach An exploratory research approach usin...
Chapter
There is a strong case as to why marketing practitioners and academics should be interested in bottom of the pyramid (BoP) consumers, and renewed attempts should be made to better understand them (Beninger and Robson 2015). While this market is lucrative (the BoP’s combined consumer spending power is estimated at more than $5 trillion (Subrahmanyan...
Article
Full-text available
University-industry partnerships emphasise the transformation of knowledge into products and processes which can be commercially exploited. This paper presents a framework for understanding how social capital in university-industry partnerships affect knowledge transfer strategies, which impacts on collaborative innovation developments. University-...
Conference Paper
Full-text available
Product knowledge is a key, but often overlooked, aspect in the consumer evaluation of alternatives (Dodd et al. 2005). The presence or absence of knowledge structures should affect the types of information processed and the processing heuristics used by consumers (Bettman and Park 1980). This is especially true in the brand diverse and complex pro...
Article
Full-text available
The purpose of this paper is to examine the influence of product knowledge, both subjective and objective, on the relative importance of four extrinsic product attributes of wine, namely price, age, brand and region of origin. The relative importance of four product attributes is evaluated comparative to consumers’ self-reported and objectively mea...
Conference Paper
Full-text available
This research seeks to determine how existing research methodologies should be adapted to suit the constraints faced in Bottom of the Pyramid (hereinafter referred to as BoP) markets. Using an unconventional approach, examining the first-hand experiences of eighteen researchers, this article identifies the constraints faced by those attempting to r...

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