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1 – 10 of over 6000Ramesh Roshan Das Guru, Marcel Paulssen and Arnold Japutra
This study aims to extend research in marketing on two important relational constructs, customer satisfaction and brand attachment, by comparing their long-term effects on…
Abstract
Purpose
This study aims to extend research in marketing on two important relational constructs, customer satisfaction and brand attachment, by comparing their long-term effects on customer behaviors with different levels of performance difficulty in a relatively understudied domain of durable products.
Design/methodology/approach
Using a two-stage quantitative study with US customers from five durable product categories, the authors first explored the hierarchy of customers’ loyalty behaviors based on increasing effort in a pretest study (N = 675). Then, the authors tested the effectiveness of satisfaction and brand attachment for customers’ loyalty behaviors over a nine-month period in a longitudinal study (N = 2,284) with customers from the same product categories.
Findings
Compared to satisfaction, brand attachment emerges as a stronger long-term predictor of customer behaviors. The performance difficulty of customer behaviors positively moderates the impact of brand attachment and negatively moderates the impact of customer satisfaction. Brand attachment is particularly effective in predicting difficult-to-perform customer behaviors, which require customers to expend resources such as time and money. Customer satisfaction is mainly effective for predicting easy-to-perform behaviors, but its long-term impact is significantly lower for easy-to-perform behaviors than brand attachment.
Research limitations/implications
The use of consumer durables in the study and samples from only one country restricts the generalizability of the findings.
Practical implications
The complementary roles of customer satisfaction and brand attachment are highlighted. Only satisfying customers is not enough to engage customers in behaviors that require resources such as money, time and energy for the brand.
Originality/value
A comparative study on the long-term effectiveness of two established relational metrics in explaining different customer behaviors varying in their performance difficulty in an understudied domain of durable products.
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Xiaosong Dong, Hanqi Tu, Hanzhe Zhu, Tianlang Liu, Xing Zhao and Kai Xie
This study aims to explore the opposite effects of single-category versus multi-category products information diversity on consumer decision making. Further, the authors…
Abstract
Purpose
This study aims to explore the opposite effects of single-category versus multi-category products information diversity on consumer decision making. Further, the authors investigate the moderating role of three categories of visitors – direct, hesitant and hedonic – in the relationship between product information diversity and consumer decision making.
Design/methodology/approach
The research utilizes a sample of 1,101,062 product click streams from 4,200 consumers. Visitors are clustered using the k-means algorithm. The diversity of information recommendations for single and multi-category products is characterized using granularity and dispersion, respectively. Empirical analysis is conducted to examine their influence on the two-stage decision-making process of heterogeneous online visitors.
Findings
The study reveals that the impact of recommended information diversity on consumer decision making differs significantly between single-category and multiple-category products. Specifically, information diversity in single-category products enhances consumers' click and purchase intention, while information diversity in multiple-category products reduces consumers' click and purchase intention. Moreover, based on the analysis of online visiting heterogeneity, hesitant, direct and hedonic features enhance the positive impact of granularity on consumer decision making; while direct features exacerbate the negative impact of dispersion on consumer decision making.
Originality/value
First, the article provides support for studies related to information cocoon. Second, the research contributes evidence to support the information overload theory. Third, the research enriches the field of precision marketing theory.
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Gisele Registro, Mauricio Jucá de Queiroz, Felipe Mendes Borini and Lucas dos Santos-Costa
The purpose of this article is to identify whether there is happiness in the consumption of brands and product categories and to clarify which provides more happiness: consuming…
Abstract
Purpose
The purpose of this article is to identify whether there is happiness in the consumption of brands and product categories and to clarify which provides more happiness: consuming the product itself or consuming the branded product.
Design/methodology/approach
The research was a survey with 528 Brazilian consumers. Data were analyzed and interpreted through content analysis and regressions: linear, quantile and logistic.
Findings
The results show that there is happiness in the consumption of brands and product categories, with culture being the category that most provides happiness; also confirming that individuals who consume branded products are happier than those who consume the product itself.
Research limitations/implications
Studies confirm that there is happiness in consumption, but when we show that there is more happiness in the consumption of branded products than in not consuming the product itself, and when we identify which are the categories of products that bring the most happiness in an emerging country of Latin America, our article deepens and expands the previous literature.
Practical implications
We suggest that companies associate their brands with culture to balance profit with sustainable purpose. For this, we provide a framework as a tool for this association.
Originality/value
The topic of our article is relevant, timely and current, its originality lies in confirming that those who consume the branded product are happier and those who consume the product itself are less happy, and also by identifying which categories provide the most happiness.
Propósito
El propósito de este artículo es identificar si hay felicidad en el consumo de marcas y categorías de productos y esclarecer cuál proporciona más felicidad: consumir el producto en sí o consumir el producto de marca.
Diseño/metodología/enfoque
La investigación fue una encuesta con 528 consumidores brasileños. Los datos fueron analizados e interpretados mediante análisis de contenido y regresiones: lineal, cuantil y logística.
Hallazgos
Los resultados muestran que existe felicidad en el consumo de marcas y categorías de productos, siendo la cultura la categoría que más felicidad brinda; confirmando también que los individuos que consumen productos de marca son más felices que los que consumen el producto en sí.
Implicaciones prácticas
Sugerimos que las empresas asocien sus marcas con la cultura para equilibrar las ganancias con un propósito sostenible. Para ello, proporcionamos un marco como herramienta para esta asociación.
Implicaciones teóricas
Los estudios confirman que hay felicidad en el consumo, pero cuando demostramos que hay más felicidad en el consumo de productos de marca que en no consumir el producto en sí, y cuando identificamos cuáles son las categorías de productos que más felicidad aportan en un mundo emergente país de América Latina, nuestro artículo profundiza y amplía la literatura anterior.
Originalidad/valor
El tema de nuestro artículo es relevante, oportuno y actual, su originalidad radica en constatar que quienes consumen el producto de marca son más felices y quienes consumen el producto en sí son menos felices, y también en identificar qué categorías aportan más felicidad.
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Yong Rao, Meijia Fang, Chao Liu and Xinying Xu
This study aims to explore a new restaurant category’s development from birth to maturity, thereby explaining the rationale for category innovation strategies.
Abstract
Purpose
This study aims to explore a new restaurant category’s development from birth to maturity, thereby explaining the rationale for category innovation strategies.
Design/methodology/approach
The authors conducted a qualitative case study analysis of the New Chinese-style Fusion Restaurant category’s development from birth to maturity. Thematic analysis was conducted on data collected from semi-structured interviews and textual information.
Findings
A new restaurant category’s maturation is determined by the formation of society’s shared knowledge about the category’s crucial attributes, which is an outcome of market participants’ category-related social practices. The authors develop a novel, four-stage framework for the socialized construction of this shared knowledge: a knowledge creation (KC), knowledge diffusion (KD), knowledge integration (KI) and knowledge structuralization (KS). This knowledge evolution along this KC–KD–KI–KS sequence can holistically describe the category maturation process. This framework can help understand the rationale for a restaurant category’s maturation by analyzing the interrelationships among market participants’ social practices, knowledge-related activities and market development.
Research limitations/implications
This study explains how market participants’ knowledge-related activities facilitate a new restaurant category’s maturation. This can help restaurant managers cope with increasingly homogeneous competition by applying a category-innovation strategy.
Originality/value
This study extends product categorization research on restaurants by articulating a product category’s maturation process from a knowledge perspective.
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Ismael Gómez-Talal, Lydia González-Serrano, José Luis Rojo-Álvarez and Pilar Talón-Ballestero
This study aims to address the global food waste problem in restaurants by analyzing customer sales information provided by restaurant tickets to gain valuable insights into…
Abstract
Purpose
This study aims to address the global food waste problem in restaurants by analyzing customer sales information provided by restaurant tickets to gain valuable insights into directing sales of perishable products and optimizing product purchases according to customer demand.
Design/methodology/approach
A system based on unsupervised machine learning (ML) data models was created to provide a simple and interpretable management tool. This system performs analysis based on two elements: first, it consolidates and visualizes mutual and nontrivial relationships between information features extracted from tickets using multicomponent analysis, bootstrap resampling and ML domain description. Second, it presents statistically relevant relationships in color-coded tables that provide food waste-related recommendations to restaurant managers.
Findings
The study identified relationships between products and customer sales in specific months. Other ticket elements have been related, such as products with days, hours or functional areas and products with products (cross-selling). Big data (BD) technology helped analyze restaurant tickets and obtain information on product sales behavior.
Research limitations/implications
This study addresses food waste in restaurants using BD and unsupervised ML models. Despite limitations in ticket information and lack of product detail, it opens up research opportunities in relationship analysis, cross-selling, productivity and deep learning applications.
Originality/value
The value and originality of this work lie in the application of BD and unsupervised ML technologies to analyze restaurant tickets and obtain information on product sales behavior. Better sales projection can adjust product purchases to customer demand, reducing food waste and optimizing profits.
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Sunil Kumar Jauhar, B. Ripon Chakma, Sachin S. Kamble and Amine Belhadi
As e-commerce has expanded rapidly, online shopping platforms have become widespread in India and throughout the world. Product return, which has a negative effect on the…
Abstract
Purpose
As e-commerce has expanded rapidly, online shopping platforms have become widespread in India and throughout the world. Product return, which has a negative effect on the E-Commerce Industry's economic and ecological sustainability, is one of the E-Commerce Industry's greatest challenges in light of the substantial increase in online transactions. The authors have analyzed the purchasing patterns of the customers to better comprehend their product purchase and return patterns.
Design/methodology/approach
The authors utilized digital transformation techniques-based recency, frequency and monetary models to better understand and segment potential customers in order to address personalized strategies to increase sales, and the authors performed seller clustering using k-means and hierarchical clustering to determine why some sellers have the most sales and what products they offer that entice customers to purchase.
Findings
The authors discovered, through the application of digital transformation models to customer segmentation, that over 61.15% of consumers are likely to purchase, loyal customers and utilize firm service, whereas approximately 35% of customers have either stopped purchasing or have relatively low spending. To retain these consumer segments, special consideration and an enticing offer are required. As the authors dug deeper into the seller clustering, we discovered that the maximum number of clusters is six, while certain clusters indicate that prompt delivery of the goods plays a crucial role in customer feedback and high sales volume.
Originality/value
This is one of the rare study that develops a seller segmentation strategy by utilizing digital transformation-based methods in order to achieve seller group division.
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Shaoyuan Chen, Pengji Wang and Jacob Wood
Grounded in strategic fit theory, this study aims to identify external and internal factors that influence retailers’ strategic choices regarding their own product brands…
Abstract
Purpose
Grounded in strategic fit theory, this study aims to identify external and internal factors that influence retailers’ strategic choices regarding their own product brands. Furthermore, it seeks to explore the variations between different own product brand strategies in achieving both external and internal strategic fit.
Design/methodology/approach
The systematic review method, incorporating a thematic analysis, was adopted, and 318 articles were included for review.
Findings
The factors that influence retailers’ strategic choices regarding their own product brands encompass a range of external macro and industrial environmental factors, along with various internal resource and capability factors. Moreover, the effects of these factors vary across different own product brand strategies.
Originality/value
To our knowledge, this is the first systematic review of research on retailers’ own product brands from a strategic management perspective, offering systematic and structured guidance for retailers.
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Samuel Babu Sekar, Sajeev Varki and Yasmeen Elsantil
Compared to typical brand extension research focusing on functional and symbolic attributes, this paper aims to examine brand extensions based on a brand's primary sensory…
Abstract
Purpose
Compared to typical brand extension research focusing on functional and symbolic attributes, this paper aims to examine brand extensions based on a brand's primary sensory attributes. Specifically, this paper investigates the interplay between brand equity and primary sensory attributes in shaping consumers' evaluations of brand extensions.
Design/methodology/approach
This study investigates the impact of primary or central sensory attributes on brand extension evaluations for brands with differing brand equities. The authors conducted two experiments preceded by seven pretests to develop and validate the stimulus materials. The authors aim to contribute to understanding how sensory and brand-related factors influence consumers' evaluations of brand extensions.
Findings
In these experiments, the authors find that a parent brand's central/dominant sensory attribute allows the parent brand to successfully extend into functionally unrelated categories. For example, Dove’s central attribute of touch allows it to extend successfully into categories such as towels and shaving razor. However, it does not perform as well as Irish Spring (known for smell) in categories such as cologne and scented fabric softener, where Irish Spring's central attribute of smell is more relevant. Interestingly, Irish Spring, a lower equity brand, outperforms Dove in smell-related extensions, indicating that sensory attributes can counter the impact of lower brand equity if the sensory attribute is relevant to the extension category.
Originality/value
This study investigates brand extensions based on sensory attributes such as smell and touch instead of typical brand extensions based on functional and symbolic attributes. In particular, the authors examine whether the perceived fit between the parent brand’s dominant sensory attribute and the extended category (i.e. sensory fit) is more important than the parent brand's equity in the evaluation of brand extensions.
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Shivam Joshi, Anita Sengar and Atri Nautiyal
The digital direct-to-consumer (D2C) approach has seen widespread adoption across many industries, but its application to regional food products has been slower. This study aims…
Abstract
Purpose
The digital direct-to-consumer (D2C) approach has seen widespread adoption across many industries, but its application to regional food products has been slower. This study aims to identify and rank the most significant challenges to the widespread use of digital D2C for regional food products.
Design/methodology/approach
A multi-criteria decision-making method called a fuzzy analytic hierarchy process (FAHP) was used to determine the order in which these obstacles were evaluated. Thirty-five barriers were identified and categorized into six categories named technological, operational, sociocultural, financial, market and institutional and regulatory barriers.
Findings
Market barriers ranked as the top barrier, and the technological barrier ranked the least significant amongst the main barrier categories for the adoption of digital D2C model for the regional food products. Lack of consumer awareness ranked number one globally, and lack of government subsidies ranked the least amongst the thirty-five identified barriers. Operational barriers came out to be second most significant barrier followed by institutional and regulatory barrier, sociocultural barrier, financial barrier and technological barrier.
Research limitations/implications
The findings of this research were derived through a numerical examination of data gathered from the Indian setting. It follows that the technological, sociocultural, financial, market, operational and institutional constraints, among others, outlined here are all unique to India. Because of the unique nature of the Indian setting, the results of this study can only be used there and not elsewhere. It is possible that future research will broaden the aims of this one and refine its methodology. Digital D2C adoption for regional food products may be prioritized and ranked using quantitative and qualitative data sources like ANP and TOPSIS. It is possible that similar studies may be conducted in nations which have a different set of operational, technological, sociocultural market and financial and regulatory barriers. Conceptual framework can be formed by integrating TAM and TPB to understand the buying behavior of regional food products via digital D2C.
Originality/value
This research is the first to identify challenges to the widespread use of the digital D2C model for regional food products. Policymakers and other interested parties can use this information to better understand the difficulties of expanding the distribution of regional food products beyond their immediate regions.
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Mehrgan Malekpour, Federica Caboni, Mohsen Nikzadask and Vincenzo Basile
This paper aims to identify the combination of innovation determinants driving the creation of innovative products amongst market leaders and market followers in food and beverage…
Abstract
Purpose
This paper aims to identify the combination of innovation determinants driving the creation of innovative products amongst market leaders and market followers in food and beverage (F&B) firms.
Design/methodology/approach
This research is based on the case study methodology by using two types of data sources: (1) semi-structured interviews with industry experts and (2) in-depth interviews with managers. In addition, a questionnaire adapted from prior research was used to consider market and firm types.
Findings
Suggesting an integrated theoretical framework based on firm-based factors and market-based factors, this study identified a combination of determinants significantly impacting innovative products in the market. Specifically, these determinants are competition intensity and innovation capability (a combination of research and development (R&D) investment and marketing capabilities). The study also examined how these determinants vary depending on whether the firms are market leaders or market followers.
Practical implications
This research provides practical insights for managers working in the F&B industry by using case studies and exploring the determinants of developing innovative products. In doing so, suitable strategies can be selected according to the market and firm situations.
Originality/value
The originality of the study is shown by focussing on how different combinations of market and firm factors could be applied in creating successful innovative products in the food sector.
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