Siv Skard

Siv Skard
NHH Norwegian School of Economics | NHH · Department of Strategy and Management

About

19
Publications
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419
Citations

Publications

Publications (19)
Article
Virtual reality can influence consumer behavior in powerful ways, but in the domain of tourism marketing, less is known about the psychological process. One possibility is that VR has stronger impact on mental imagery than traditional channels, creating vivid simulations of what it would be like to visit destinations. This process might create hedo...
Article
Full-text available
Sustainable products offered in today’s marketplace are labelled with product-related green attributes (i.e. green core attributes) or non-product-related green attributes (i.e. green peripheral attributes). The current research investigates consumers’ inferences about a product’s functional quality when its core attributes are green (e.g. the ingr...
Article
Companies are increasingly making efforts to become more sustainable. In this research, we investigate the effect that these efforts have on consumer trusting beliefs in companies. In one correlational study and two controlled experiments (n = 2174), we test the relationship between sustainability improvements and trusting beliefs and the mediating...
Article
The rise of peer-to-peer platforms has represented one of the major economic and societal developments observed in the last decade. We investigated whether people engage in racial discrimination in the sharing economy, and how such discrimination might be explained and mitigated. Using a set of carefully controlled experiments (N = 1,599), includin...
Article
Companies can engage in event marketing either by creating and hosting an event or by sponsoring a pre-existing event. Although these are well established event marketing strategies, consumer responses to event origin (hosting vs. sponsoring) have received limited scholarly attention. This article presents an experimental study of event origin and...
Article
Full-text available
The transition to more sustainable business requires comprehensive transformations of business models, and such innovation can benefit from business experimentation for sustainability (BES). In this paper, we investigate BES in fast-moving consumer goods (FMCG). The aim of our study is to investigate how a reiterative BES process can inform the des...
Article
Studies examining technology adoption often investigate the adoption of a particular technological artifact by a specific type of end-user at one point in time. We argue that contemporary technologies are components of an improved practice (object) that is adopted, that these practices materialize through interactions among several end-users in an...
Preprint
According to longitudinal research, psychological well-being is remarkably stable over time. However, people may still believe that the future will deviate from the past. Across three experiments in two different countries (N=1,130; two pre-registered), participants were randomly assigned to report their well-being in the past or predict their futu...
Article
Purpose Previous research suggests that firms should articulate incongruent sponsorships to provide a rationale for the relationship between sponsor and sponsorship object. Fit articulation is a strategy that communicates shared associations between sponsor and object. Based on conclusion explicitness theory, this paper aims to conceptualize and te...
Chapter
The chapter presents the influential model of trust first introduced by Mayer, Davis, and Schoorman in 1995, in an article published in Academy of Management Review, that guides the conceptualization of key constructs regarding trust addressed throughout this book. The chapter distinguishes between three specific trusting beliefs that drive overall...
Article
Purpose: Services in the business-to-business (B-to-B) marked are increasingly being delivered through self-service technologies (SSTs). Research shows that lack of online trust is a major barrier for adoption of self-services. This knowledge has motivated many studies to integrate constructs from the technology adoption model (TAM) with trust. How...
Article
The purpose of this study is to test effects of risk dimensions on customers' attitude toward using e-services, and to investigate whether risk effects are moderated by utilitarian and hedonic benefits associated with the service. A survey of 436 users of a digital mailbox system, where citizens securely receive mail from the public sector, was und...
Article
Full-text available
Previous studies on corporate social responsibility (CSR) communication suggest that firms’ social initiatives should be communicated through third-party, non-corporate sources because they are perceived as unbiased and therefore reduce consumer skepticism. In this article, we extend existing research by showing that source effects in the communica...
Article
Brand experience has been conceptualized as a multidimensional construct that explains customer loyalty. The authors present a study with the purpose of testing a recently published brand experience scale in a service brand context. In addition to validating the established dimensions of the measurement scale, the study tests an additional dimensio...
Article
Full-text available
SNF-Project No. 9033: "Best practices and empirical analysis for the improvement of customer experience" This working paper is one of a series of papers and reports published by the Center for Service Innovation (CSI). Centre for Service Innovation (CSI) is a coordinated effort by NHH to focus on the innovation challenges facing the service sector...

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