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1 – 10 of over 2000Hong-Youl Ha, Raphaël K. Akamavi, Phillip J. Kitchen and Swinder Janda
The purpose of this research is to investigate the direct and indirect effects of these determinants on purchase intentions. Competitive environments such as those in retail and…
Abstract
Purpose
The purpose of this research is to investigate the direct and indirect effects of these determinants on purchase intentions. Competitive environments such as those in retail and banking industries impose increased pressure on managers to enhance customer satisfaction and purchase intentions. Even though satisfaction and purchase intentions are well studied in prior literature, their determinants such as service-oriented employee behavior, advertising campaign familiarity, physical environment and service quality have not been fully investigated together.
Design/methodology/approach
Data from a survey of 508 customers of Korean up-market retail supermarkets and banks are utilized to empirically evaluate the model.
Findings
Results indicate that service-oriented employee behavior and the physical environment have no direct effect on purchase intentions. However, these constructs indirectly influence purchase intentions through the mediating role of service quality and customer satisfaction. Service-oriented employee behaviors play a major role in enhancing service quality and customer satisfaction, but do not directly impact purchase intentions. Interestingly, the strongest direct effect on purchase intentions is more likely to come from service quality, rather than satisfaction.
Practical implications
Findings suggest that for service industries such as retail and banking, it may be strategic to invest more resources aimed at enhancing service-oriented employee behaviors and the physical retail environment compared to advertising campaigns.
Originality/value
Even though prior research has considered the concepts studied here, this study aims to empirically evaluate a variety of antecedent factors that potentially affect purchase intentions. Relationships are established utilizing data collected in South Korea (an increasingly important consumer market) which adds value to extant knowledge in this area.
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Sangeeta Singh, Lene Kristensen and Erika Villaseñor
This study, conducted in Norway, aims to investigate whether increasing consumers' familiarity by repeating cause related marketing (CRM) claims helps in reducing their skepticism…
Abstract
Purpose
This study, conducted in Norway, aims to investigate whether increasing consumers' familiarity by repeating cause related marketing (CRM) claims helps in reducing their skepticism towards CRM campaigns. It also seeks to test whether the relationship between familiarity and skepticism may be moderated by skepticism towards advertising in general.
Design/methodology/approach
A single factor experimental design with four levels of claim repetition was utilized to test the hypothesized effects between claim repetition, familiarity, skepticism towards advertising and skepticism towards CRM claim.
Findings
The findings support the hypothesized effects. Repeating claims helps in overcoming skepticism towards CRM claims and also reduces the adverse effects of skepticism towards advertising.
Research limitations/implications
The paper does not measure the kind of thoughts that result from the repetitions nor does it account for the effect of using a variety of sources for providing the information instead of just one.
Practical implications
The study demonstrates that marketers can overcome skepticism towards CRM with repetitions of claims, that awareness and credibility can be created by familiarizing the market with the campaign. This is especially beneficial for a lesser known company that can use repeated CRM claims to gain familiarity and create positive attitudes.
Originality/value
This paper draws a parallel between general advertising and CRM communications to show that important findings from advertising are not only applicable to CRM campaigns but also critical to its success.
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Jae H. Pae, Saeed Samiee and Susan Tai
The significant body of published work in global advertising literature focuses on the standardization and localization of the advertising campaign from a marketing strategy…
Abstract
The significant body of published work in global advertising literature focuses on the standardization and localization of the advertising campaign from a marketing strategy perspective without much concern regarding consumers’ response. In this research, this gap is addressed by gauging consumer perceptions of localized and standardized advertisements in Hong Kong. Consumers generally prefer locally produced to foreign‐sourced commercials, irrespective of brand origin; and they exhibit more favorable attitudes toward foreign‐sourced, standardized commercials in situations involving greater brand familiarity and when execution style is transformational. Therefore, well‐known brands with transformational appeals are more likely to succeed when transferred to Hong Kong, while localized advertising messages will be more effective when brand familiarity is low.
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Sangwon Park and Daniel R. Fesenmaier
The purpose of this study is to estimate the extent (mean and range) of non‐response bias in online travel advertising conversion studies for 24 destinations located throughout…
Abstract
Purpose
The purpose of this study is to estimate the extent (mean and range) of non‐response bias in online travel advertising conversion studies for 24 destinations located throughout the USA.
Design/methodology/approach
The method uses two weighting procedures (i.e. post stratification and propensity score weighting) to estimate the extent of non‐response bias by adjusting the estimates provided by respondents to more closely represent the total target sample.
Findings
The results of this analysis clearly indicate that the use of unweighted data to estimate advertising effectiveness may lead to substantial over estimation of conversion rates, but there is limited “bias” in the estimates of median visitor expenditures. The analyses also indicate that weighting systems have substantially different impact on the estimates of conversion rates.
Research limitations/implications
First, the likelihood to answer a survey varies substantially depending on the degree of the familiarity with the mode (i.e. paper, telephone versus internet). Second, the competition‐related variables (i.e. the number and competitiveness of alternative nearby destinations) and various aspects of the campaign (i.e. amount of investment in a location) should be considered.
Originality/value
This study of 24 different American tourism campaigns provides a useful understanding in the nature (mean and range) of impact of non‐response bias in tourism advertising conversion studies. Additionally, where there is difficulty obtaining a reference survey in the advertising study, the two weighting methods used in this study are shown to be useful for assessing the errors in response data, especially in the case of propensity score weighting, where the means to develop multivariate‐based weights is straightforward.
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Parthesh R. Shanbhag, Yogesh Pai P., Murugan Pattusamy, Gururaj Kidiyoor and Nandan Prabhu
This study aims to investigate the potential positive effects of cause-related marketing (CRM) campaigns that show evidence of commitment to espoused causes. It examines whether…
Abstract
Purpose
This study aims to investigate the potential positive effects of cause-related marketing (CRM) campaigns that show evidence of commitment to espoused causes. It examines whether consumers respond positively when a CRM campaign promises to deliver proof of the espoused cause.
Design/methodology/approach
This study adopted the grounded theory approach to conceptualize the promised impact evidence construct. A promised impact evidence scale was developed and validated using robust qualitative and quantitative methods, including item response theory estimates.
Findings
The study provides evidence for promised impact evidence as a reflective second-order latent construct. The promised impact evidence scale demonstrates strong internal consistency, reliability and validity. In addition, this study posits that promised impact evidence is an antecedent of advertising trust, purchase intention, advertising credibility and persuasive and selling intent.
Originality/value
This study positioned the promised impact evidence scale against the theoretical underpinnings of the persuasion knowledge model. Specifically, this scale contributes to existing knowledge because it applies the persuasion knowledge model in CRM campaigns by adopting an acceptance focus, as opposed to the rejection focus used in developing persuasion knowledge model scales.
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David Corkindale and John Newall
This monograph presents a thorough examination of the phenomena of “threshold” levels of advertising activity and the “wearout’ of advertisements and/or campaigns. These are seen…
Abstract
This monograph presents a thorough examination of the phenomena of “threshold” levels of advertising activity and the “wearout’ of advertisements and/or campaigns. These are seen as corresponding to the management questions “How little can we spend/How infrequently can we advertise?” and “How much is too much/How infrequently is too little?” In the first section the relevant literature on, or related to, the two issues is reviewed. Section 2 describes a survey aimed at establishing current beliefs in the existence of the phenomena, the practices resulting from these beliefs, and the data which support them. Finally, Section 3 offers an overview on the managerial issues involved in decisions concerning threshold or wearout risks in advertising. It is suggested that wasted expenditure may be occurring in advertising because the believed levels of threshold and wearout are both too high.
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Davit Davtyan, Isabella Cunningham and Armen Tashchian
This paper aims to investigate the effects of brand placement repetition in music videos on consumers’ memory, brand attitudes and behavioral intentions, as well as, explores the…
Abstract
Purpose
This paper aims to investigate the effects of brand placement repetition in music videos on consumers’ memory, brand attitudes and behavioral intentions, as well as, explores the effective frequency needed to achieve optimal advertising impact.
Design/methodology/approach
The proposed hypotheses and research questions were tested using an experimental approach. Participants watched a block of music videos containing various levels of brand placement repetitions. Afterward, participants completed a questionnaire designed to measure memory, brand attitudes and behavioral intentions.
Findings
At low levels (below 4–5 exposures), the repetition of a brand placement has a positive effect on brand memory, brand attitudes, intentions to buy and to recommend the brand to others. However, further increases in repetition had detrimental effects on brand attitudes and purchase intentions, but not on memory measures. Additionally, the effects of brand placement repetition on brand attitudes and memory measures were moderated by respondents’ brand familiarity.
Research limitations/implications
The effects of brand placements were measured through explicit tests that refer to the placement event. Researchers are encouraged to test suggested propositions by using implicit tests.
Practical implications
The results of this study can serve as guidance for marketing practitioners on optimal ways to integrate their brands into the contents of mass media programming.
Originality/value
Despite the increasing usage of music videos in marketing promotions, limited scholarship explores the effects of placing consumer brands in this promising medium. Current research addresses this gap and contributes both to brand placement literature and scholarship on advertising repetition.
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Ioni Lewis, Barry Elliott, Sherrie-Anne Kaye, Judy J. Fleiter and Barry Watson
Drawing upon the Traffic Safety Culture (TSC) perspective, this chapter outlines the reinforcing and transforming functions of advertising and illustrates such approaches by…
Abstract
Drawing upon the Traffic Safety Culture (TSC) perspective, this chapter outlines the reinforcing and transforming functions of advertising and illustrates such approaches by drawing upon examples from Australian road safety advertising campaigns. The argument put forth is that road safety advertising can be a robust tool; it can reinforce other countermeasures (enforcement) as well as transform community expectations and values and thus ultimately contribute to social as well as behavioral change.
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