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Article
Publication date: 1 May 1980

James U. McNeal

When business writings note that marketing costs are a certain percentage of total business costs, that figure is underestimated because it does not include the costs of…

Abstract

When business writings note that marketing costs are a certain percentage of total business costs, that figure is underestimated because it does not include the costs of those marketing efforts performed by consumers for business firms. Precisely those activities that we collectively term marketing are performed in part by consumers for the benefit of the firm.

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Management Decision, vol. 18 no. 5
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 1 January 1976

Hiram C. Barksdale and Wamen A. French

Reports on a survey carried out in the USA into the opinions of leading marketing managers and consumer advocates with respect to consumerism. Investigates, also the…

Abstract

Reports on a survey carried out in the USA into the opinions of leading marketing managers and consumer advocates with respect to consumerism. Investigates, also the response of US business to consumerism. Offers several points to illustrate this, concluding that concepts of consumerism appear to have been institutionalized in the economic system of the USA.

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European Journal of Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 February 1993

David E. Hartman and John H. Lindgren

Maintains that many services marketing strategies have been basedon four commonly accepted dimensions. Empirically tests these dimensionsto determine if they are relevant…

Abstract

Maintains that many services marketing strategies have been based on four commonly accepted dimensions. Empirically tests these dimensions to determine if they are relevant for developing services marketing strategies in consumer markets. Shows that while they perceive significant differences between goods and services, they use evaluative dimensions that are somewhat different from those proposed by the services marketing literature. Concludes that consumer‐driven strategies are more effective than strategies based on commonly accepted conceptual dimensions of services.

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Journal of Services Marketing, vol. 7 no. 2
Type: Research Article
ISSN: 0887-6045

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Book part
Publication date: 11 June 2021

Xuewei Yang

This research aims to explore the impact of augmented reality (AR), the digital technology that superimposes virtual elements in a real environment, on consumers in the…

Abstract

This research aims to explore the impact of augmented reality (AR), the digital technology that superimposes virtual elements in a real environment, on consumers in the context of experiential marketing. Specifically, this study proposes a research model based on the stimulus-organism-response model, which considers AR media characteristics as external stimuli, consumers’ value perceptions as the organisms, and purchase intentions as the responses. The research model was tested with 248 consumers using structural equation modelling. The results show that informativeness, ease of use, and telepresence have positive effects on consumers’ utilitarian value perception and that telepresence and interactivity have positive effects on hedonic value perception. Overall, this study contributes to the growing body of knowledge on AR and provides actionable insights for managers implementing digital transformation strategies and AR applications in marketing practices.

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Information Technology in Organisations and Societies: Multidisciplinary Perspectives from AI to Technostress
Type: Book
ISBN: 978-1-83909-812-3

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Book part
Publication date: 26 November 2020

Pinar Yuruk-Kayapinar

The main purpose of this chapter is to examine the attitudes and behaviors of digital consumers in omnichannel world. For this purpose, in order to understand the behavior…

Abstract

The main purpose of this chapter is to examine the attitudes and behaviors of digital consumers in omnichannel world. For this purpose, in order to understand the behavior of digital consumers, literature review has been made. The transformation of traditional consumers into digital consumers has been examined within the framework of marketing periods. What are the new types of consumers and demographic and psychographic characteristics of these, and how they are segmented in the market are important issues. Another important issue is how digital environmental factors affect digital consumers when shopping online. Purchasing processes of digital consumers and their behaviors, which channels they use and how they make purchasing decisions play an important role in understanding digital consumer behaviors. After the purchasing decision, it is examined whether digital consumers will transfer their experiences to other consumers, satisfaction and loyalty experiences, and whether they will buy again in digital environmental.

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Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

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Book part
Publication date: 19 December 2016

Mehree Iqbal and Nabila Nisha

This study aims to explore the presumed relationship between religion and purchase behavior of consumers in the context of Bangladesh.

Abstract

Purpose

This study aims to explore the presumed relationship between religion and purchase behavior of consumers in the context of Bangladesh.

Methodology/approach

This research is divided into two main parts. In the first one, the authors reviewed some of the most important studies relative to religion and marketing and those specifically relative to Islamic marketing. In the second part, this research shows the findings of a structured questionnaire administered to a sample of Muslim consumers currently residing in the capital city of Bangladesh – Dhaka. The questionnaire also sought to find out the respondents’ attitude towards the modern marketing tactics, in terms of the physical and visual appearance of local products, their perception of religious principles in the purchase decision and their attitude towards imported products of non-Muslim countries.

Findings

Results of this study highlight that religion often represents an essential reference point in influencing the perception and purchase behavior of consumers in the context of Bangladesh. This implies that marketing strategies based on Islamic ethics is going to be quite instrumental in order to reach out to the consumers in Muslim countries. As such, there is largely a strong positive relationship between religion and the purchase behavior of Muslim consumers.

Research limitations/implications

The lack of research on Islamic marketing limits the intensity of arguments in this study. For this reason, the literature review is not completely exhaustive. A small sample size has also been used due to time and resource constraints. Future research can be done on a bigger sample size of Bangladesh or other Islamic countries across the world. Other research avenues may include the study of Islamic marketing mix and exploring the factors that can influence non-Muslim consumers to select products and services based on Islamic ethics.

Practical implications

It is very important for businesses to introduce healthy practices in countries like Bangladesh and this can be rightly achieved through the use of Islamic marketing. Furthermore, the use of Islamic ethics in marketing strategies can eventually influence the religious perception of consumers and make them loyal towards any brands, products, and services in the context of Bangladesh.

Originality/value

The chapter draws attention to Bangladesh as one of the potential markets where the concept of Islamic market mechanism can be established. It also highlights the challenges that global marketers can face with Islamic marketing in Muslim countries like Bangladesh. Besides, it is the only study to date that focuses upon the relationship of religion, marketing, and consumer behavior for consumer products of the manufacturing industry.

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Advances in Islamic Finance, Marketing, and Management
Type: Book
ISBN: 978-1-78635-899-8

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Article
Publication date: 1 April 1988

John R. Darling and Danny R. Arnold

Introduction Growing internationalization during the past three decades has become one of the most pervasive influences in business today. This is true for both the export…

Abstract

Introduction Growing internationalization during the past three decades has become one of the most pervasive influences in business today. This is true for both the export manager responsible for positioning a firm's products in various foreign markets and for the marketing executive responsible for managing the competitive interaction of a firm's products with foreign products in a particular domestic market. As a consequence, the impact of national boundaries on the marketplace has continued to diminish. To compete successfully in this broad arena, marketing managers must have a thorough understanding of, and empathy for, the different needs and preferences of consumers in the various markets within which a firm interacts. Consumer attitudes toward both products and the related marketing practices naturally have a major influence on purchase behavior. In addition, consumer attitudes toward products from different countries can be a major factor in determining successful marketing strategies. We will present here a longitudinal analysis of the general attitudes of consumers in a foreign country, Finland, toward the products imported from the United States, japan, and selected European countries. We will also compare these consumer attitudes toward various dimensions of the related marketing mix strategies. It should be noted that the methodology for analyzing export opportunities is applicable by any company for any foreign country.

Details

Journal of Consumer Marketing, vol. 5 no. 4
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 22 October 2020

June-Hyuk Kwon, Seung-Hye Jung, Hyun-Ju Choi and Joonho Kim

This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer

Abstract

Purpose

This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer engagement (CE), brand trust and brand loyalty.

Design/methodology/approach

The study’s participants were 230 US and 376 Korean consumers who have used (i.e. contacted) a food service establishment (i.e. family restaurant) at least once before and who continue to use an SNS (e.g. Facebook and Instagram). This study conducted a hypothesis test using structural equation modeling analysis. In addition, hierarchical analysis was performed to further generalize and support the statistical analysis results.

Findings

Advertisement/promotion and SNS content have a statistically significant positive effect on CE. Advertisement/promotion has a statistically significant positive effect on brand trust, and SNS content has a statistically significant negative effect on brand trust. CE has a statistically significant positive effect on brand trust, and CE and brand trust have a statistically significant positive effect on brand loyalty. No statistically significant differences were shown between the US and Korean consumer groups (critical ratios for difference of path coefficient < ± 1.96). The hypothesis test results of the structural equation model analysis and hierarchical analysis were the same for the entire group.

Originality/value

The findings indicate that the overall mediating role of CE is important. To the best of the authors’ knowledge, this is the first study to investigate which marketing communication channels are most effective in the restaurant sector.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 27 October 2020

Muhammed Bilgehan Aytaç

This study explores why consumers view ambush marketing as an ethical marketing approach.

Abstract

Purpose

This study explores why consumers view ambush marketing as an ethical marketing approach.

Design/methodology/approach

A qualitative study was devised to investigate what ambush marketing means to those consumers who find it ethical or are not annoyed by it. Data were collected via focus groups.

Findings

Three main themes emerged from the data analyses. The most dominant theme was Machiavellianism. Favorable evaluations of ambush marketing lean on a Machiavellistic understanding. The second was the Robin Hood effect, which is observed when the ambusher is a smaller or local brand. In the third theme, ambush attacks are considered as charismatic or enjoyable action, in what is termed dark charisma.

Practical implications

Findings of the current study suggest considerable implications both for businesses that deal with sponsorship and for organizing committees.

Originality/value

The extant literature on consumers' attitudes toward ambush marketing mostly focuses on ethical issues and/or the effectiveness of ambush marketing (i.e. harm to official sponsors), using qualitative techniques. However, the literature is devoid of studies exploring consumers' perception on ambush marketing, and more specifically, explanations of what is ethical and unethical from consumers' point of view. To best of the author's knowledge, it is the first study that seeks an explanation about consumers' positive evaluation of ambush marketing.

Details

Marketing Intelligence & Planning, vol. 39 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 21 February 2020

Vinita Bhatia

This paper aims to investigate the motivating and dissuading factors, which develop consumers’ attitude towards permission based marketing.

Abstract

Purpose

This paper aims to investigate the motivating and dissuading factors, which develop consumers’ attitude towards permission based marketing.

Design/methodology/approach

A conceptual model is proposed and validated by following the various studies on mobile and email marketing. A survey of 325 respondents was conducted in the Mumbai city, out of which 271 survey questionnaires were deemed fit for analysis, representing 83.38 per cent response rate. The researcher has used structural equation modelling to test the causal relationships among the constructs.

Findings

The results of the study indicate that increase in personal relevant messages, perceived monetary incentives and perceived entertainment increases consumers’ attitude towards permission based marketing, whereas increase in perceived registration effort decreases consumers’ attitude towards permission based marketing. Furthermore, contrary to the existing literature, perceived consumer empowerment, perceived intrusiveness and perceived privacy issues have no significant relationship with the attitude towards permission marketing. The findings are based on a particular region in India, so it may be different from previous studies.

Research limitations/implications

The study uses a self-reported measure to collect the data through email, and a printed copy of the questionnaire was circulated. Also, the method of sample selection was not random. These two aspects could limit the generalizability of the results.

Practical implications

The research can assist the companies going for promotions through mobile and internet. It provides important findings, which can help them to formulate better promotional strategies.

Originality/value

Fewer research studies have been done to examine the motivating and dissuading factors developing consumers’ attitude towards permission based marketing, therefore, the present research is conducted. After intensely reviewing the available literature, the factors were carefully chosen.

Details

Journal of Research in Interactive Marketing, vol. 14 no. 1
Type: Research Article
ISSN: 2040-7122

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