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Article
Publication date: 17 April 2009

Niches at the edges: price‐value tradeoff, consumer behavior, and marketing strategy

Syed H. Akhter

The purpose of this paper is to examine how the perception of price‐value tradeoff is related to overall satisfaction, purchase intention, word‐of‐mouth advertising, and…

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Abstract

Purpose

The purpose of this paper is to examine how the perception of price‐value tradeoff is related to overall satisfaction, purchase intention, word‐of‐mouth advertising, and actual repurchase behavior.

Design/methodology/approach

Data on subscribers and single ticket buyers of a major symphony orchestra in the Midwest are used to test the hypotheses.

Findings

The ANOVA results show significant differences across the three levels of price‐value tradeoff in each of the response variables. Additional analyses of cross‐tabulated data show that some of the bivariate relations conform to, as well as depart from, the rational consumer behavior model.

Research limitations/implications

Although the hypotheses are supported, bivariate relations examined in this study can mask or overstate true relations due to the omitted variables bias. Future research can explore reasons for favorable behaviors of consumers whose perception is that the value they receive is overpriced, and also for unfavorable behaviors of consumers whose perception is that the value they received is under‐priced.

Practical implications

The different niches at the edges provide opportunities for marketers to fine‐tune segmentation and marketing mix strategies. The use of standardized strategies for these niches with different perception and behavior linkages will yield suboptimal results.

Originality/value

While previous research has mostly focused on price‐quality linkages, this study extends the body of research by examining the perception of price‐value tradeoff and its relation to overall satisfaction, purchase intention, word‐of‐mouth advertising, and actual repurchase behavior. This adds to our understanding of post consumption behavior, showing how consumers respond to the perception of price‐value tradeoff.

Details

Journal of Product & Brand Management, vol. 18 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/10610420910949031
ISSN: 1061-0421

Keywords

  • Pricing
  • Value‐in‐use pricing
  • Customer satisfaction
  • Marketing strategy

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Article
Publication date: 11 November 2020

Strengthening consumers’ halal buying behaviour: role of attitude, religiosity and personal norm

Md. Kashedul Wahab Tuhin, Mahadi Hasan Miraz, Md. Mamun Habib and Md. Mahbub Alam

This study aims to determine direct and indirect ways of strengthening consumer’s halal buying behaviour. For this, the researchers explore the role of religiosity and…

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Abstract

Purpose

This study aims to determine direct and indirect ways of strengthening consumer’s halal buying behaviour. For this, the researchers explore the role of religiosity and consumers’ personal norms on consumers’ attitudes and halal buying behaviour. The study also reconnoiters the mediating role of consumer attitudes.

Design/methodology/approach

With a structured questionnaire, a survey was conducted to collect data on consumer attitudes, personal norms and halal buying behaviour. Finally, 229 valid questioners were retained for data analysis. The structural equation modelling technique was used for data analysis using SmartPLS 3.0 software.

Findings

The result of this study suggests that consumers’ attitude towards halal purchase depends on consumers’ personal norms and religiosity. Further, the role of consumer attitudes and religiosity on the halal buying behaviour of consumers is significant. However, the personal norm is not a significant predictor of halal buying behaviour. Consumer attitudes mediate the relationships between personal norms and halal buying behaviour, as well as religiosity and halal buying behaviour.

Research limitations/implications

The findings of the present study indicate that consumers’ personal norms and religiosity are the important determinants of consumer attitude and behaviour towards halal purchase. Marketers of halal products and services should focus on strengthening consumers’ attitudes and religiosity to influence consumer behaviour towards halal purchase.

Originality/value

In light of recent research studies on the halal purchase, the present research finds the essential predictors of consumers’ halal purchase attitude and behaviour. The study also reveals that consumer attitude is an important role in strengthening halal buying behaviour, as it has both direct and indirect impact halal buying behaviour.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/JIMA-07-2020-0220
ISSN: 1759-0833

Keywords

  • Halal buying behaviour
  • Attitude
  • Personal norms
  • Religiosity
  • Structural equation modelling

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Article
Publication date: 25 November 2020

Who says waiting is boring? How consumer narratives within online communities help reduce stress while waiting

Mahmud Hassan and Rumman Hassan

Waiting is associated with pain and stress that leads to frustration. However, consumer narratives may help cope with the stress associated with such waiting. This study…

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Abstract

Purpose

Waiting is associated with pain and stress that leads to frustration. However, consumer narratives may help cope with the stress associated with such waiting. This study aims to understand consumer waiting behaviours within online communities.

Design/methodology/approach

Data was gathered following a netnographic approach from a Facebook brand community (FBC) by downloading and archiving the threads related to members’ waiting behaviours. This resulted in 91 pages of data, with 438 individual comments and 179 distinct threads.

Findings

The data revealed that members of the sampled FBC exercised waiting behaviour. The authors confirm that waiting for a product is associated with both negative outcomes (frustration, boredom, etc.), but positive ones (create stronger ties with the brand and fellow members, etc.). Members of the FBC exhibited reduced consumer anxiety and stress during the waiting period.

Research limitations/implications

This study found 13 waiting behaviours within the FBC and supports the idea that new value-creating behaviours are noticed within the context of FBCs.

Originality/value

This study focuses on waiting within a goods-based context (waiting to be served has been examined predominantly within the service sector). The study explored the behaviours of consumers who use social media to complain about extended waiting periods to receive the product along with other consumer reactions to these waiting crowds to reduce the emotional pain associated with such delays.

Propósito

La espera se asocia con el dolor y el estrés, lo que lleva a la frustración. Sin embargo, el relato de otros consumidores puede ayudar a hacer frente al estrés asociado a dicha espera. Este trabajo busca entender el comportamiento de espera de los consumidores dentro de las comunidades online.

Diseño/metodología/enfoque

Los datos fueron recopilados siguiendo un enfoque netnográfico de una comunidad de marca en Facebook (CMF) mediante la descarga de mensajes; sólo los hilos relacionados con los comportamientos de espera de los miembros fueron descargados y archivados. Esto resultó en 91 páginas de datos con 438 comentarios individuales y 179 hilos distintos.

Hallazgos

Los datos revelan que en Facebook se dan comportamientos de espera. Confirmamos que la espera de un producto no sólo está asociada a resultados negativos (frustración, aburrimiento, etc.), sino también a resultados positivos (crear lazos más fuertes con la marca y los compañeros). Además, se comprueba que los miembros de la CMF reducen la ansiedad y el estrés del consumidor durante el período de espera.

Limitaciones/implicaciones de la investigación

Este trabajo encuentra 13 comportamientos de espera dentro de una CMF

Originalidad/valor

Este trabajo se centra en la espera dentro del contexto basado en los bienes (la espera para ser atendido ha sido examinada principalmente dentro del sector de servicios). Además, no sólo nos centramos en los consumidores que utilizan los medios sociales para quejarse de una espera más larga en la recepción del producto, sino también en la reacción de otros consumidores a estas esperas para reducir el dolor emocional asociado a dicho retraso.

Details

Spanish Journal of Marketing - ESIC, vol. 24 no. 3
Type: Research Article
DOI: https://doi.org/10.1108/SJME-01-2020-0010
ISSN: 2444-9709

Keywords

  • Facebook
  • Online communities
  • Waiting time
  • Consumer narratives
  • Netnographic approach
  • Tiempo de espera
  • Narrativas de consumidores
  • Comunidades online
  • Facebook
  • Enfoque netnográfico

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Article
Publication date: 2 December 2020

Mindful consumption of second-hand clothing: the role of eWOM, attitude and consumer engagement

Jihad Mohammad, Farzana Quoquab and Nur Zulaikha Mohamed Sadom

This study aims to examine the direct and indirect effects of electronic word of mouth (eWOM) on mindful consumption behaviour (MCB) in a sustainable clothing purchase…

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Abstract

Purpose

This study aims to examine the direct and indirect effects of electronic word of mouth (eWOM) on mindful consumption behaviour (MCB) in a sustainable clothing purchase context. In addition, it examines the mediating effect of “consumer engagement” and “attitude towards second-hand clothes”.

Design/methodology/approach

The data were gathered through a self-administered questionnaire survey from Malaysian consumers who had experience in purchasing second-hand clothes. A total of 175 complete and useable questionnaires were obtained, which were then analysed by using the structural equation modelling-partial least square (SEM-PLS) technique.

Findings

The results of this study indicate support for the direct effect of eWOM on consumers' attitude towards second-hand clothes, consumer engagement and consumers’ MCB. The results also supported the relationship between consumer engagement and MCB, but the link between attitude and mindful consumption (MC) was not supported. Furthermore, the study confirmed the mediating effect of consumer engagement between eWOM and consumers’ MCB but did not support the mediating effect of attitude towards second-hand clothes.

Originality/value

This study is amongst the pioneers to elucidate MCB in the context of sustainable clothing. It examines the direct and indirect effects of eWOM on MCB, which has not been tested in the past literature. The mediating effects of consumer engagement and attitude towards second-hand clothes on the relationship between eWOM and MCB are also comparatively new links.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/JFMM-05-2020-0080
ISSN: 1361-2026

Keywords

  • Sustainable clothing
  • Mindful consumption behaviour
  • Consumer engagement
  • Attitude towards second-hand clothes
  • eWOM
  • Malaysian consumers

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Article
Publication date: 2 September 2020

Exploring consumer–brand engagement: a holistic framework

Man Lai Cheung, Guilherme D. Pires and Philip J. Rosenberger III

This paper aims to investigate the causal relationships between constructs related to consumer–brand engagement (CBE), including consumers’ enduring involvement, ongoing…

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Abstract

Purpose

This paper aims to investigate the causal relationships between constructs related to consumer–brand engagement (CBE), including consumers’ enduring involvement, ongoing information search behaviour, online engagement behaviour and brand attitude in Hong Kong.

Design/methodology/approach

The theoretical framework is tested using data from 302 customers of a durable technology product, a smartphone, in Hong Kong, collected using a self-administered online survey. Partial least squares-structural equation modelling was used to analyse the data.

Findings

The results reveal that consumers’ enduring involvement and ongoing information search behaviour are key drivers of CBE, ultimately enhancing customers’ brand attitude. The importance of enduring involvement in strengthening ongoing search behaviour, online engagement behaviour and CBE is confirmed, together with the importance of ongoing search behaviour in strengthening CBE. Further analysis demonstrated the full mediating role of ongoing search behaviour in the relationship between enduring involvement and online engagement behaviour, such that CBE fully mediates the impact of ongoing search behaviour on brand attitude.

Research limitations/implications

The research contributes to the extant literature by providing an understanding of how to strengthen CBE for durable technology products, such as smartphones. However, this study is cross-sectional in nature, focusing on smartphones in Hong Kong only. Thus, future research should consider comparisons between countries with diverse cultures as well as other industries, such as the service sector, to enhance the generalisability of the study’s findings.

Practical implications

Marketers should seek to heighten customers’ involvement levels by encouraging customer–brand interactions, which is not only useful in encouraging customers’ ongoing search and online engagement behaviour but also critical in strengthening CBE. Additionally, marketers are recommended to encourage customers’ ongoing search behaviour (at the category level), which is useful in encouraging consumers’ online engagement behaviour as well as strengthening CBE.

Originality/value

The role of ongoing search behaviour in brand building has received little attention in the branding literature. This paper makes a noteworthy contribution to CBE research by empirically testing a holistic framework, confirming that enduring involvement and ongoing search behaviour are critical drivers in the process of strengthening CBE. This paper also demonstrates the mediation roles of ongoing search behaviour and CBE in the holistic framework.

Details

European Business Review, vol. 33 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/EBR-10-2019-0256
ISSN: 0955-534X

Keywords

  • PLS-SEM
  • Brand attitude
  • Involvement
  • Consumer brand engagement
  • Ongoing search behaviour
  • Enduring involvement
  • Hong Kong

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Article
Publication date: 25 September 2020

Legitimate and illegitimate consumer complaining behavior: a review and taxonomy

Swapan Deep Arora and Anirban Chakraborty

This paper aims to provide an integrative view of the conceptualizations, definitions, antecedents and taxonomies of consumer complaining behavior (CCB). Additionally, the…

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Abstract

Purpose

This paper aims to provide an integrative view of the conceptualizations, definitions, antecedents and taxonomies of consumer complaining behavior (CCB). Additionally, the study aims to provide an updated synthesis and classification of both legitimate and illegitimate CCB antecedents, as well as an integrated CCB taxonomy.

Design/methodology/approach

A multi-stage systematic search is conducted and 226 research articles relevant to the scope of the study are analyzed to fulfill the study’s objectives.

Findings

Through an exhaustive aggregation, legitimate and illegitimate CCB antecedents identified in the literature are collated and a classification schema is developed. Deficiencies observed in extant CCB taxonomies are addressed and a refined taxonomy incorporating illegitimate CCB is developed.

Research limitations/implications

The conclusions drawn on the basis of this paper are contingent on the effectiveness of the keyword-based systematic search process that is used to demarcate the extant literature.

Practical implications

This paper suggests a three-pronged approach of differential enabling, legitimacy evaluation and differential management. This holistic perspective aims at enabling firms to design complaint management policies and systems that control fake complaints while maintaining sufficient redress opportunities for genuine dissatisfaction.

Originality/value

The paper proposes an identical classification schema for legitimate and illegitimate CCB antecedents and is the first broad-based attempt to develop an integrated CCB taxonomy.

Details

Journal of Services Marketing, vol. 34 no. 7
Type: Research Article
DOI: https://doi.org/10.1108/JSM-12-2019-0490
ISSN: 0887-6045

Keywords

  • Consumer complaining behavior
  • Consumer complaint
  • CCB
  • Opportunistic complaining
  • Illegitimate complaining
  • CCB taxonomy
  • CCB antecedents
  • Complaints
  • Service failures
  • Dysfunctional customers

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Article
Publication date: 24 September 2020

The coronavirus' effects on consumer behavior and supermarket activities: insights from Greece and Sweden

Elena Anastasiadou, Michael Chrissos Anestis, Ioanna Karantza and Sotirios Vlachakis

The purpose of this study is to investigate the changes that have taken place in consumer behavior due to the fear, caused by the spread of the coronavirus, in parallel to…

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Abstract

Purpose

The purpose of this study is to investigate the changes that have taken place in consumer behavior due to the fear, caused by the spread of the coronavirus, in parallel to studying how supermarket activities have changed during the pandemic.

Design/methodology/approach

Using qualitative methods (email interviews and document analysis) and utilizing the few statistics available for the case, the authors performed a comparison between Greece, a country that imposed an early lockdown, and Sweden, which, for its own political reasons, did not lock down, but took other measures instead.

Findings

Differences in consumer behavior and supermarket activities in both countries based on different mentalities and different experiences were identified. Similarities in consumer behavior, but with different motives, were also discovered.

Research limitations/implications

Retailing practitioners and communication executives can apply the findings to manage sales in a time of sharp, unpredictable crisis. The paper aims at integrating existing literature for the academic community and contributes with implications for practitioners and policymakers to reduce crisis risks.

Originality/value

This paper is one of the first to explore changes in consumer behavior caused by the spread of the coronavirus. It provides a coherent and comprehensive understanding of how consumer behavior changes under fear-crisis conditions along with future research directions.

Details

International Journal of Sociology and Social Policy, vol. 40 no. 9/10
Type: Research Article
DOI: https://doi.org/10.1108/IJSSP-07-2020-0275
ISSN: 0144-333X

Keywords

  • Consumer behavior
  • Brands
  • Supermarkets
  • Coronavirus
  • Covid-19
  • Crisis

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Book part
Publication date: 25 July 2008

Independent Traveler Decision-Making

Kenneth F. Hyde

Independent travelers are those vacationers who have booked only a minimum of their transportation and accommodation arrangements prior to departure on the vacation…

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Abstract

Independent travelers are those vacationers who have booked only a minimum of their transportation and accommodation arrangements prior to departure on the vacation. Independent travel is an important and growing sector of worldwide tourism. Choice of vacation itinerary for the independent vacation represents a complex series of decisions regarding purchase of multiple leisure and tourism services. This chapter builds and tests a model of independent traveler decision-making for choice of vacation itinerary. The research undertaken employs a two-phase, inductive–deductive case study design. In the deductive phase, the researcher interviewed 20 travel parties vacationing in New Zealand for the first time. The researcher interviewed respondents at both the beginning and the end of their New Zealand vacations. The study compares pre-vacation research and plans, and actual vacation behaviors, on a case-by-case basis. The study examines case study narratives and quantitative measures of crucial variables. The study tests two competing models of independent traveler decision-making, using a pattern-matching procedure. This embedded research design results in high multi-source, multi-method validity for the supported model. The model of the Independent Vacation as Evolving Itinerary suggests that much of the vacation itinerary experienced in independent travel is indeed unplanned, and that a desire to experience the unplanned is a key hedonic motive for independent travel. Rather than following a fixed itinerary, the itinerary of an independent vacation evolves as the vacation proceeds. The independent traveler takes advantage of serendipitous opportunities to experience a number of locations, attractions and activities that they had neither actively researched nor planned.

Details

Advances in Culture, Tourism and Hospitality Research
Type: Book
DOI: https://doi.org/10.1016/S1871-3173(08)02003-X
ISBN: 978-1-84950-522-2

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Book part
Publication date: 1 January 2005

Consumer Information Acquisition

Lan Xia and Kent B. Monroe

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Review of Marketing Research
Type: Book
DOI: https://doi.org/10.1108/S1548-6435(2004)0000001007
ISBN: 978-0-85724-723-0

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Article
Publication date: 27 August 2020

Understanding the impact of lifestyle on sustainable consumption behavior: a sharing economy perspective

Manita Matharu, Ruchi Jain and Shampy Kamboj

The purpose of this study is to investigate the potential determinants of sustainable consumption behavior. This study describes lifestyle of health and sustainability…

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Abstract

Purpose

The purpose of this study is to investigate the potential determinants of sustainable consumption behavior. This study describes lifestyle of health and sustainability (LOHAS) tendency and the effects of such lifestyles on the behavioral intentions for sustainable consumption in sharing economy.

Design/methodology/approach

This research adapts LOHAS tendency, consumer attitude, subjective norm, perceived behavioral control and consumers' behavioral intention for sustainable consumption scale in Indian context to describe the sustainable consumption behavior by extending the theory of planned behavior (TPB). Data of 627 individuals collected through a questionnaire, after the scales validation process and thereafter a structural equation analysis has been performed.

Findings

The findings confirm the extended TPB, wherein LOHAS tendency has emerged as an antecedent to consumer attitudes for taking part in sustainable consumption. Results highlight that consumer attitudes, subjective norms and perceived behavioral control are significant determining factors of consumers' sustainable consumption behavior.

Research limitations/implications

This study has examined the sustainable consumption behavior by considering the lifestyle tendency. A few other limitations are also discussed.

Originality/value

Consumer behavior in sharing economy is surely one of the emerging research areas; there is dearth of research to understand Indian consumers' sustainable consumption, particularly from lifestyle perspective. This research establishes relationship between LOHAS tendency and sustainable consumption, which may serve as a contributor to sharing economy in terms of LOHAS consumer's lifestyle and their sustainable consumption behavior.

Details

Management of Environmental Quality: An International Journal, vol. 32 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/MEQ-02-2020-0036
ISSN: 1477-7835

Keywords

  • Sustainability
  • Sharing economy
  • LOHAS
  • Theory of planned behavior
  • Structural equation modeling

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