Papers by Nina Marianne Iversen
Event Management
This paper provides insights for attracting short-haul visitors to cultural heritage festivals. W... more This paper provides insights for attracting short-haul visitors to cultural heritage festivals. We show how a set of experience dimensions work as value drivers to enhance a cultural heritage experience. Drawing on the experience literature we use structural equation modelling to test the relationships between attitude, memory and revisit intentions. Empirical data was collected from short-haul visitors (from Scandinavia, Europe and UK) at five Norwegian Viking festivals. Through an integrative framework we examine how appraisals of the experience are impacted by (1) identification with a festival theme, (2) entertainment value, (3) storytelling, and (4) personal interest. Key findings: attendee perceptions of experience dimensions have a positive influence upon their attitudes, memories and revisit intentions; the formation of good and abundant memories strengthens the attitude-loyalty relationship; self-identification with heritage theme strengthens revisit intentions. The finding...
Annals of Tourism Research, 2019
This study develops a unique model capturing antecedents of place attractiveness in tourism hotsp... more 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 dimensions affect destination appraisals with varying intensities and valences. Both positive and negative sentiments are present-the former as excitement, fun and conviviality resulting from peoplewatching and socialising, and the latter as discomfort and resentment resulting from personal space violations and reduced feelings of uniqueness. Many tourist types are included in this study in historic town centres and villages in iconic fjord landscapes in Norway. Cruise passengers are more crowding tolerant than self-organised travellers. Introduction Crowding has been seen as both an indication of tourism destination popularity and fame (Petr, 2009) and a source of negative traveller reactions (Dowling, 2006; Jacobsen, 2000a; Krebs, Petr, & Surbled, 2007). This dilemma is at the core of the current research, aimed at investigating the extent to which people density and tourism place adaptations might influence visitor appraisals of hotspot destinations; celebrated places where quite a few holidaymakers might be delighted to be part of a congregation (cf. Popp, 2012). While research has examined crowding related to outdoor recreation (e.g.
This article addresses how perceived crowding impact expectations of tourists in Norway. A survey... more 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 reactions towards levels of crowding at the destination. Structural equation modelling reveal that the promotion and prevention reaction is negatively and positively influencing crowding and destination expectation. However, the promotion and prevention reaction influence destination acceptability somewhat differently and with varying intensities.
Journal of Business Research
Marketing of indulgent food products with healthy claims (e.g., healthy cake) is challenging, and... more Marketing of indulgent food products with healthy claims (e.g., healthy cake) is challenging, and studies explaining consumer responses to such products are limited. This research addresses this limitation by focusing on an unexamined driver of responses to vice food products marketed as more healthy-dialectical thinking. Three experimental studies using samples from online panels show that dialecticism has a positive effect on consumers' evaluations of such products when primed within a predominantly non-dialectical culture, across cultures with different levels of dialecticism, and as an individual difference. In all three studies experienced discomfort mediates this effect. This research contributes to extant literature by (1) identifying the role of dialecticism in mitigating consumers' aversion to vice food products with healthy claims, (2) confirming the effects of dialecticism at both cultural and individual levels, and (3) highlighting the managerial relevance of dialecticism.
Advances in Consumer Research, 2002
... Nina M. Iversen , Norwegian School of Economics and Business Administration. ... Researchers ... more ... Nina M. Iversen , Norwegian School of Economics and Business Administration. ... Researchers in marketing have become increasingly aware of the strategic importance of brand image (see eg, D. Aaker and Biel 1993; Graeff 1997). ...
Scandinavian Journal of Hospitality and Tourism, 2003
Tourism attractions come in many forms and represent the core components of tourism destinations.... more 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 ...
Scandinavian Journal of Hospitality and Tourism, 2004
This paper presents a framework that can assist destination marketers in developing destination l... more 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 logo developer, and (iii) the logo recipients. A normative model for testing of logos used in destination marketing is delineated, based on input from these contributors. To illustrate practical usage of the model a logo development process is presented, which is conducted by the Fjord Norway destination marketing board. This case study illustrates how the normative model can aid marketers in assessing the potential of tourism logos. Results from three empirical studies show that the destination logo in some sense should match the destinations they represent. Moreover, the results show that the design of the logo is crucial.
Marketing Intelligence & Planning, 2011
... There exists little systematic empirical examination of the issue of online branding in the a... more ... There exists little systematic empirical examination of the issue of online branding in the academic literature (Ibeh et al., 2005). ... the role of attitude accessibility", in Pratkanis, AR, Breckler, SJ, Greenwald, AG (Eds),Attitude Structure and Function, Lawrence Erlbaum Associates ...
Journal of Travel & Tourism Marketing, 2003
... product atti-tudes are again strong predictors of behavioral intentions to choose a product (... more ... product atti-tudes are again strong predictors of behavioral intentions to choose a product (eg, Batra & Ray 1986; Kahle & Holmer 1985; Park & Young 1986; MacKenzie ... Moreover, risky tourism ad photos may evoke higher levels of fear among older tourists than among ...
Journal of Marketing Management, 2010
Global brands often attempt to increase their sales through the launch of brand extensions. Such ... more Global brands often attempt to increase their sales through the launch of brand extensions. Such a strategy may, however, dilute existing brand beliefs at an international level, as two sets of data from Norway and Spain indicate. This paper illuminates how the attitude towards a brand extension affects the image of a parent brand. The extension attitude is mainly determined by the degree of perceived fit between the extension and the parent brand image. In the Spanish sample, it is also determined by the degree of familiarity with the parent brand and the perceived fit at the product category level. After analysing these relationships, the paper focuses on the moderating role of two dimensions of consumer innovativeness: hedonist innovativeness (tied to need for stimulation) and social innovativeness (tied to need for uniqueness). Finally, the cultural orientation of the origin country is analysed as a moderating factor.
Journal of Business Research, 2013
Prior studies on attitudes towards brand extensions focus mainly on the effects of the perceived ... more 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 set size; (2) the perceived similarity among existing brands; (3) the perceived category familiarity; and (4) overall category attitudes. Results from two studies suggest that consumers evaluate brand extensions more favorably when the awareness set size is small or when their attitude towards the extension category is favorable. Consequently, brand managers must analyze the extension category carefully when developing brand extensions.
International Marketing Review, 2011
Purpose – Consumers' evaluations of brand extensions have gained consider... more 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 process and empirically tests the nature and extent of spillover effects
International Journal of Market Research, 2009
The most successful brand extensions are considered to be those having high perceived similarity ... more 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 is known about the effects of different areas of consumer knowledge. This study investigates the effects of three types of perceived similarity (usage, associations, competence) and three areas of consumer knowledge (original brand, original category, extension category) on evaluations of brand extensions. The results indicate that some types of perceived similarity and knowledge are more important than others. These findings imply that brand managers need to identify and measure the relevant types of perceived similarity and knowledge that will affect evaluations of brand extensions in order to design effective communication strategies for extensions.
European Journal of Marketing, 2008
Purpose – The paper seeks to discuss and analyse the nature of place umbrella brands and the role... more 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 conceptual framework, which
… Journal of Hospitality and Tourism, 2003
Tourism attractions come in many forms and represent the core components of tourism destinations.... more 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 ...
Journal of Travel & Tourism …, 2003
... product atti-tudes are again strong predictors of behavioral intentions to choose a product (... more ... product atti-tudes are again strong predictors of behavioral intentions to choose a product (eg, Batra & Ray 1986; Kahle & Holmer 1985; Park & Young 1986; MacKenzie ... Moreover, risky tourism ad photos may evoke higher levels of fear among older tourists than among ...
European Journal of Marketing, 2008
Purpose – The paper seeks to discuss and analyse the nature of place umbrella brands and the role... more 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 conceptual framework, which
Scandinavian Journal of Hospitality and …, 2004
This paper presents a framework that can assist destination marketers in developing destination l... more 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 logo developer, and (iii) the logo recipients. A normative model for testing of logos used in destination marketing is delineated, based on input from these contributors. To illustrate practical usage of the model a logo development process is presented, which is conducted by the Fjord Norway destination marketing board. This case study illustrates how the normative model can aid marketers in assessing the potential of tourism logos. Results from three empirical studies show that the destination logo in some sense should match the destinations they represent. Moreover, the results show that the design of the logo is crucial.
Marketing Intelligence & …, 2011
... There exists little systematic empirical examination of the issue of online branding in the a... more ... There exists little systematic empirical examination of the issue of online branding in the academic literature (Ibeh et al., 2005). ... the role of attitude accessibility", in Pratkanis, AR, Breckler, SJ, Greenwald, AG (Eds),Attitude Structure and Function, Lawrence Erlbaum Associates ...
Journal of Marketing …, 2003
Organisations frequently follow brand extension strategies. This paper investigates the impact of... more 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 findings show that extensions into categories more similar to the original brand tend to be more readily accepted. Likewise, the reputation of the original brand is an important factor influencing the success of the extension. These findings are consistent across FMCG, durable goods and services brands. However, perceived risk about the extension category was only found to enhance acceptability of extensions for durable goods and services brands. Innovative consumers are more positively disposed towards service brand extensions than FMCG and durable goods brand extentsions.
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Papers by Nina Marianne Iversen