Leif E. Hem

• NHH Norwegian School of Economics

The Paris Agreement suggests that all countries engage in significant emission reductions. To stay within safe guardrails, usually defined as a maximum warming of 1.5 °C compared to pre-industrial times, this will mean decarbonization within less than 30 years. This significant challenge is complicated because of growth in some sectors, such as tou...

The objective of this research is to present results from a survey conducted in Croatia, Serbia, and Bosnia-Herzegovina, addressing the negative influence of warfare by USA upon consumer behavior in the region. The results show that perceptions generated from USA’s general country image influence consumers’ intentions to buy American-made products....

Dagens digitale forbrukere møter merker på smarttelefoner, nettbrett, datamaskiner og spillkonsoller. De digitale plattformene gir merkeeiere et større rom til å skape gode merkeopplevelser. Denne artikkelen beskriver utviklingen fra klassisk merketeori til teori som belyser dagens digitale merkeopplevelser. Historisk la trykte medier sterke føring...

Sterke merker gir bedrifter et konkurransefortrinn. Valg og utvikling av hensiktsmessige merkeelementer er viktig for å lykkes med å etablere og forsterke sterke merker. Merkeelementer er merkenavn, logo, webadresse, slagord, merkekarakter, lydlogo, pakning, farge, design, form og lukt. Merkelogoen er det mest fremtredende tekstuelle og/eller visue...

Været har til alle tider vært et yndet samtaleemne. Dagens situasjon med klimaendringer og global oppvarming øker aktualiteten ytterligere. Interessen for været finner man igjen i forskning innen finans, samfunns­økonomi og psykologi. I markedsføringsfaget er det flere studier som har sett på effekter av været på forbrukeres kjøpsatferd. I de tidli...

This study develops a unique model capturing antecedents of place attractiveness in tourism hotspot crowding contexts. A structural equation model reveals three density dimensions: one destination image variable and two avoidance versus approach reactions that influence assessments of crowding attitude and destination appraisals. Perceived density...

Interessen for og utbredelsen av delingstjenester har økt de siste ti årene. Imange bransjer utvikles nye, innovative løsninger som benytter delingsøkonomiens prinsipper, og som samtidig utfordrer etablerte aktører. Tross den økte interessen for delingstjenester viser flere studier at bruken av slike tjenester har et varierende omfang. Denne artikk...

This article addresses how perceived crowding impact expectations of tourists in Norway. A survey is used to collect data from more them 900 respondents. The project includes the development of a model capturing antecedents of cruise port attractiveness in a crowding context. We measure destination acceptability in terms of promotion vs. prevention...

Interessen for og utbredelsen av delingsøkonomien har økt kraftig de siste ti årene. I flere og flere næringer vokser det frem nye innovative aktører som utnytter delingsøkonomiens prinsipper, og som samtidig utfordrer de etablerte aktørene. I denne artikkelen defineres de fire komponentene som ligger til grunn for økt bruk av delingsøkonomi: (1) t...

The increasing globalization of markets and the criticality of reaching the right lifestyle segments make the relationship between personal motives and cultural values an important area for academic research and managerial practice. The authors seek to provide an understanding of this relationship in a tourism context, specifically in terms of the...

Prior studies on attitudes towards brand extensions focus mainly on the effects of the perceived fit between the brand extension and the extension category. This exploratory paper contributes by describing two studies of how the following four extension category characteristics affect consumers' attitudes towards brand extensions: (1) the awareness...

This paper studies the expansion of an online brand towards an offline product category through brand extensions and alliances. Specifically, it analyses the effects on the online brand image as a consequence of this expansion, and it analyses them under different conditions of image and fit. An empirical study was conducted to 407 undergraduates i...

Purpose – Consumers' evaluations of brand extensions have gained considerable attention in the marketing literature. The purpose of this study is to investigate how a brand's perceived global or local origin impacts evaluations of brand extensions and creates transfer effects of brand meaning. The paper conceptually characterizes the transference p...

Purpose The aim of this paper is to examine the impact of perceived fit, brand type and country's culture on the consumers' attitude towards brand extensions and on the parent brand equity. Design/methodology/approach Data were collected in three European countries: Spain, UK, and Norway. A series of analyses of variance (ANOVA) were conducted to...

The most successful brand extensions are considered to be those having high perceived similarity between the parent brand and the extensions, and being well known in the marketplace. However, previous research has mainly examined the effects of overall measures of perceived similarity between a parent brand and an extension. Correspondingly, little...

The most successful brand extensions are considered to be those having high perceived similarity between the parent brand and the extensions, and being well known in the marketplace. However, previous research has mainly examined the effects of overall measures of perceived similarity between a parent brand and an extension. Correspondingly, little...

Purpose The paper seeks to discuss and analyse the nature of place umbrella brands and the role such brands play in promotion of a country, a region, or a city. The purpose is also to identify some salient success criteria of provenance associations as core values of place umbrella brands. Design/methodology/approach The study delineates a concept...

In this study, we focus on the use of a mobile coordination service used to manage Storsjöyran, a music festival held yearly in Östersund in Sweden. A description of the mobile service is given, and an empirical study focusing on user motives for utilizing the mobile coordination service is reported. The results point out the importance of developi...

Mange bedrifter som aktivt arbeider med merkevarebygging har oppdaget at merkeutvidelser kan være en effektiv strategi for å oppnå vekst og utvidelse av produktsortimentet. Tross dette finnes det mange eksempler på merkeutvidelser som ikke lykkes i markedet. I denne artikkelen presenteres tre spørsmål du bør stille deg før du bestemmer deg for å la...

This paper presents a framework that can assist destination marketers in developing destination logos. The main goal of a logo is to enhance awareness about the destination and to build a beneficial destination image. Input from three parties should be considered in the process of developing destination logos. These are (i) the logo owner, (ii) the...

Tourism attractions come in many forms and represent the core components of tourism destinations. Tourism attractions are often portrayed visually in adverts aiming to attract visitors. This article reports a study where a sample of potential international visitors to the tourism destination - "Fjord Norway" - evaluate photos of nature-based touris...

Organisations frequently follow brand extension strategies. This paper investigates the impact of category similarity, brand reputation, perceived risk and consumer innovativeness on the success of brand extensions in FMCG, durable goods and services sectors. A set of hypotheses were developed and tested in a study amongst 701 consumers. The findin...

This study investigated the power of fear evoked by ad photos in tourism ads. The basic assumption was that ad photos portraying a risky vacation situation could influence tourists' attitudes towards a destination and thereby their willingness to visit the place. A positive or negative change in attitude valence caused by risky vacation pictures de...

In this article, the authors explore the effects of different dimensions of brand loyalty towards the original brand on the evaluation of brand extensions Recent research on consumer reactions to brand extension has not investigated this relationship. We find that a high affective relationship towards the parent brand may reduce the evaluation of b...

This paper examines the impact of product category risk and consumer knowledge on brand extensions. In addition, the impact of similarity and brand reputation is replicated in a new (Scandinavian) setting. In a quasi-experimental study including three hypothetical brand extensions, it was found that evaluations of brand extensions co-vary positivel...

Firms often try to benefit from their well-established brands by extending them (the brands) into new product categories. Real life observations show that this strategy can be beneficial, but also result in market failures difficult to overcome. This paper reports an effort to enhance present insights regarding factors that attribute to success in...