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1 – 10 of over 3000Ugur Yavas, Emin Babakus, George D. Deitz and Subhash Jha
The purpose of this study is to investigate the relative efficacies of intrinsic and extrinsic cues as drivers of customer loyalty to financial institutions between male and…
Abstract
Purpose
The purpose of this study is to investigate the relative efficacies of intrinsic and extrinsic cues as drivers of customer loyalty to financial institutions between male and female bank customers.
Design/methodology/approach
A large-scale survey of 872 customers of a national bank serves as the study setting.
Findings
Results showed that extrinsic cues were the more effective correlates of customer loyalty and that gender does not moderate the relationships between image cues and customer loyalty.
Research limitations/implications
The cross-sectional nature of the current study does not allow causal inferences. Therefore, future studies should adopt longitudinal designs.
Practical implications
Results suggest that, although transmitting a favorable image through extrinsic cues is critical, nevertheless, intrinsic cues (interactions among customers and bank personnel) should not be ignored. To reinforce this not only among current customers but also among potential customers, banks should use advertisements featuring favorable testimonials.
Originality/value
Empirical research in the banking services literature pertaining to the efficacies of intrinsic and extrinsic cues in forming customer loyalty is scarce. This study fills in the void. Also, in determining if the relationships between image and customer loyalty vary by gender, the authors not only looked at male versus female differences on the basis of average construct scores but also examined the structural relationships among the constructs.
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This paper develops a conceptual framework, based on quality attributes and quality cues, to demonstrate the necessary requirements for effective communication of quality cues to…
Abstract
This paper develops a conceptual framework, based on quality attributes and quality cues, to demonstrate the necessary requirements for effective communication of quality cues to customers in the supply chain and consumers at place of purchase. The “perceived quality” approach to product quality is adopted and the links between intrinsic/extrinsic cues and experience/credence attributes of a product are developed. The framework is applied to the UK meat sector by considering which attributes/cues are altered by farm assurance schemes and, hence, which type of cue is needed to signal these attributes, and what elements are necessary for effective signalling of this type of cue. It is shown that the necessary requirements for effective communication of each type of cue (intrinsic and extrinsic) vary considerably. Farm assurance schemes are shown to affect credence attributes; hence extrinsic cues must be used to signal these standards. It is concluded that the credibility of scheme standards and inspections to those standards is of crucial importance for the assurance scheme extrinsic cue (certificate/label) to be effective in predicting these credence attributes.
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Saeed Zal, Lin Guo, Chuanyi Tang and Junzhou Zhang
This paper aims to investigate the role of the service provider in determining customer satisfaction in sharing economy services. The authors sought to examine how the intrinsic…
Abstract
Purpose
This paper aims to investigate the role of the service provider in determining customer satisfaction in sharing economy services. The authors sought to examine how the intrinsic and extrinsic cues along with their interactions influence customer satisfaction.
Design/methodology/approach
This research uses a mixed-methods design to test the hypotheses. Study 1 uses secondary data from Inside Airbnb. Study 2 uses a 2 × 2 × 2 between-subject experimental design.
Findings
Both studies support the confirmation bias perspective over the expectancy-confirmation perspective in explaining the interplay among different cues in determining customer satisfaction. In the context of Airbnb, in the absence of a Superhost badge, if hosts adopt a reactive communication style, physical presence has a greater impact on customer satisfaction compared to virtual presence.
Originality/value
This study extends the services marketing literature and cue utilization theory by investigating the dynamic interactions among multiple intrinsic and extrinsic service cues. It shed new light on how a combination of these cues may become additive or redundant in determining customer satisfaction. This study contributes to the services marketing literature by addressing the interactive nature of sharing economy services and the neglected role of service providers.
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Shamindra Nath Sanyal and Saroj Kumar Datta
The purpose of this paper is to find out the relationship between the qualities of generic drugs perceived by the physicians and brand equity of the branded generics and to…
Abstract
Purpose
The purpose of this paper is to find out the relationship between the qualities of generic drugs perceived by the physicians and brand equity of the branded generics and to examine the physicians' perceptions of prescribing generic drugs for selective medical conditions in India.
Design/methodology/approach
The study was carried out across six major cities in Eastern India with 392 physicians. Here components of perceived quality, i.e. intrinsic cues and extrinsic cues are hypothesized to influence perceived quality of branded generics which in turn influence brand equity. It is also hypothesized that respondents' quality experience is assimilated towards their quality expectations, independent of small variations in objective quality of the drug.
Findings
Results showed that perceived quality of branded generics significantly, but indirectly, affected brand equity through the mediating variables, intrinsic cues and extrinsic cues. The results also showed that physicians' quality experience leads to quality expectations, independent of small variations in drug quality on five common yet serious diseases in India.
Practical implications
Current research finds that for prescription‐based branded generic drugs, perceived quality mainly depends on intrinsic cues; therefore, managers should be interested in intrinsic cues that increase brand equity and necessary marketing actions should be implemented accordingly.
Originality/value
No other scholarly article has been developed, so far, analyzing the effect of perceived quality on brand equity in the Indian branded generic drug segment. Besides providing evidence from the Indian pharmaceutical context about the impact of quality cues, the paper also presents evidence on physicians' quality observation of branded generics on five common yet serious diseases in India.
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Based on cue utilization theory, this study aims to examine effects of the style (fashion vs basic) and licensing status (licensed vs nonlicensed) of university-related apparel…
Abstract
Purpose
Based on cue utilization theory, this study aims to examine effects of the style (fashion vs basic) and licensing status (licensed vs nonlicensed) of university-related apparel products (URAPs) as intrinsic and extrinsic cues, respectively, impacting university fans’ responses (i.e. attitudes, purchase intentions and purchase behaviors) and the moderating roles of personal factors (i.e. perceived university prestige, quality consciousness and uniqueness seeking).
Design/methodology/approach
Data were collected via an online quasi-experiment employing a 2 (licensing status: licensed vs nonlicensed) × 2 (style: basic vs fashion) within-subjects design with a purposeful sample of 1,126 students and alumni of a Southeastern American university.
Findings
Results show that consumers generally responded more favorably to licensed (vs nonlicensed) URAPs, especially for basic styles, whereas their responses to fashionable URAPs were more favorable for nonlicensed (vs licensed) URAPs. Furthermore, the positive effects of licensing status were stronger for consumers with high (vs low) perceived university prestige or quality consciousness. Consumers generally more favorably responded to basic (vs fashion) URAPs, but this style effect was weaker among those with a high (vs low) uniqueness seeking tendency.
Originality/value
Theoretical explanations on URAP consumption have been scant in the product and brand management literature. This study fills this literature gap by conceptualizing extrinsic (i.e. licensing status) and intrinsic (i.e. style) cues crucial in URAP consumption from a cue utilization theory lens and demonstrating empirical evidence for the intricate interplays among the two cues and diverse personal characteristics.
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Alan M. Collins and Richard G. George
The purpose of this paper is to investigate whether or not mavens’ dissemination activities are likely to promote or hinder retailers’ store brand premiumisation attempts, by…
Abstract
Purpose
The purpose of this paper is to investigate whether or not mavens’ dissemination activities are likely to promote or hinder retailers’ store brand premiumisation attempts, by revealing the relationship between mavens’ price and non-price on-pack extrinsic cue search and their store brand purchasing behaviours.
Design/methodology/approach
The paper adopts a hypothetic-deductive approach and develops a model of mavens’ store brand purchasing behaviour. The model is tested using SEM on a US data set containing 457 respondents. A full discussion of the direct, indirect and total effects is provided.
Findings
Mavens’ store brand purchasing behaviours are strongly linked to their price search activities and negatively related to their use of non-price on-pack extrinsic cues. This indicates that their dissemination activities are likely to stress lower prices and hence price competition rather than promote other cues used to infer quality. Thus, mavens are likely to inhibit retailers’ store brand premiumisation attempts. Mavens’ investments in time engaged in search activities are strongly linked to social returns rather than private financial savings.
Research limitations/implications
The work is based on data collected using an online survey in one region of the USA where store brands are not as prevalent in other countries such as the UK.
Practical implications
The investigation of non-price on-pack extrinsic cues reduces mavens’ store brand purchasing behaviours while the use of price cues increases them. This suggests that even with mavens’ market expertise that a non-price extrinsic cue deficit continues to exist for these products. Consequently, retailers need to re-examine and rework the cues contained on pack to convey more positive consumption-related information if mavens are to become store brand advocates.
Originality/value
Rather than conceptualising the maven as possessing market wide knowledge, this research adopts a domain specific perspective arguing that price mavenism can be distinguished from product-related mavenism with consequences for the set of extrinsic cues used as part of the maven’s search process. In doing so, it reveals the conflicting effects that these maven dimensions have on purchasing behaviours and the likely effects on mavens’ dissemination activities.
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A recent stream of research has focused on typicality associations – those that bring origins and products together. Most of the research has focused on typical products but…
Abstract
Purpose
A recent stream of research has focused on typicality associations – those that bring origins and products together. Most of the research has focused on typical products but atypical products have received very little attention, even though they are more and more present on the market. As it has yet to be reviewed, the relationship between intrinsic and extrinsic product cues and product evaluations is examined in this paper for typical and atypical origin products.
Design/methodology/approach
Wine was used as the stimulus, and consumer evaluations of typical and atypical wines were reviewed. Consumers were segmented based on their knowledge of the product category. French respondents (n = 370) participated in an online questionnaire regarding the product cues they found most important, depending on if the wine was from the New World or the Old World.
Findings
The results show that extrinsic cues are just as important as intrinsic cues in the evaluation of origin products, contrary to what prior research suggests. Furthermore, consumer knowledge moderates the evaluations of origin products; the results empirically confirms the theoretical country of origin – elaboration likelihood model (CoO-ELM) proposed by Bloemer et al. (2009) for atypical origin products, but show typical products are evaluated differently.
Originality/value
This is the first study that empirically tests the CoO-ELM and includes the added dimension of typicality. The results allow for a better understanding of consumer perceptions of origin products and their cues.
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Juha Munnukka and Pentti Järvi
This study aims to explore: first, the formation of the customer value of high‐tech consumer products through application of intrinsic and extrinsic cues of product quality; and…
Abstract
Purpose
This study aims to explore: first, the formation of the customer value of high‐tech consumer products through application of intrinsic and extrinsic cues of product quality; and second, the effect of the mental price category of the product on the construction of customer value.
Design/methodology/approach
The study was conducted in the Finnish consumer market in 2008. In total, 453 completed interview forms were collected through the structured interview method. The factor model was constructed through explorative factor analysis and hypothesis testing was conducted through linear multiple‐regression analysis.
Findings
The high‐tech product's price category was found to have a significant effect on the construction of the customer value. The mental price category in which consumers located the product was found to dictate how the perceived value was constructed through the intrinsic and extrinsic dimensions of product quality. The customer value of high‐tech consumer products was composed of visual appeal, excellence, and price satisfaction. Intrinsic cues of product quality were emphasised.
Originality/value
The study provides new insights into how the formation of customer value is dictated by the mental price category perceived by consumers. Also, new information on how intrinsic and extrinsic cues of product quality affect the customer value of high‐tech consumer products was provided.
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Hannele Kauppinen‐Räisänen, Richard A. Owusu and Bylon Abeeku Bamfo
The changing health care market is affecting consumers who are now expected to take greater responsibility for their health. Their means for doing this include purchasing…
Abstract
Purpose
The changing health care market is affecting consumers who are now expected to take greater responsibility for their health. Their means for doing this include purchasing self‐medication and medical self‐service, which coincides neatly with an increase in the number of over‐the‐counter (OTC) pharmaceuticals. Additionally, OTC pharmaceuticals are progressively becoming available in a wider range of stores, where the pharmacists' knowledge of the OTC products is absent. This study aims to examine packaging as media that conveys the product message at the point of purchase, and to explore the impact of its extrinsic verbal and visual product cues.
Design/methodology/approach
An exploratory conjoint analysis was conducted in Finland, the USA, and Ghana. In total, 89 respondents conducted conjoint tasks for two product types, i.e. a painkiller and sore throat medicine.
Findings
The results showed differences and similarities in the impact of the packaging product cues across Finland, the USA, and Ghana. Differences and similarities were also detected across the two different, but related, product types. The study found that the impact of product cues is contextual, varying across the samples and product types.
Practical implications
The results are limited by the exploratory nature of the conjoint analysis. They highlight that medical marketers should recognize the varying impact of salient cues on consumers' product preferences and choices.
Originality/value
The study deals with a mostly unexplored issue and provides exploratory insights into the phenomenon.
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