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The purpose of this paper is to examine fashion clothing consumption in relation to status consumption and perceptions of fashion clothing brand status (BS) in transition economies.

A survey was designed and administered in China to a sample of 460 young adults aged between 18 and 24.

The results indicate that individuals’ status consciousness (SC) has an impact on fashion clothing brand preference (BP) and perceptions of the brand's status. Also, individuals’ BP and perceived BS were found to mediate the relationship between individuals’ SC and their willingness to pay (WTP) a premium for a specific brand of fashion clothing.

The originality of this study rests on a detailed examination of SC and status perceptions in the context of branded fashion clothing (western vs Asian brands) in China, where individuals’ wealth, status-consciousness and brand-consciousness are growing. Equally, it provides knowledge for academics about the development of status consumption in an emerging economy. Importantly, from a theory perspective this study is the first to examine the intervening roles of perceived BS and BP in the relationship between SC and WTP a price premium for fashion clothing brands. Further, studying this evolving market provides insights for practitioners into the design of marketing strategies for their brands. The findings may assist practitioners to address drivers of perception of their brands, especially for Asian brands competing against western brands.

The purpose of this article is to examine Chinese generation Y consumers' fashion clothing involvement effects on specific brand related consumer responses including brand status, brand attitude and willingness to pay a premium for a specific brand.

A self‐completion questionnaire survey was administered in China to university students aged between 18 and 25.

A consumer's level of involvement was found to have positive effect on brand related responses such as perception of brand status and brand attitude. Further brand status and brand attitude were found to have positive impacts on consumer's willingness to pay a premium for a specific brand.

First, based on the student sample used for study it may not be possible to generalize the effects found to non‐students. Second, the findings from this study focusing on fashion clothing brands are perhaps limited in their generalisability to other product categories.

An important finding that is beneficial to marketing practitioners in China, especially for those in the fashion industry, is the findings that maintaining the status of a brand would be more effective with highly involved consumers leading to an overall more positive attitude. Marketing initiatives with status building objectives are therefore essential for enabling brands to command higher prices.

This paper expands understanding of consumer behaviour related to Chinese generation Y consumer behaviour, fashion clothing involvement and status branding.

The purpose of this paper is to develop a conceptual framework for a value creation business (VCB) model. It seeks to unlock two essential research questions: “what constitutes value”, and “how do firms create value for customers?” in the context of the firm‐customer dyad.

The paper is conceptual and is premised on a review of the extant literature on value and value creation. It addresses the limitations pertaining to the dominance of the value‐in‐use perspective. It also addresses the call for a paradigm shift toward customer‐centric marketing and operant resource‐based dominant logic. Building on the review, the paper identifies essential components of value in value creation processes.

The VCB model is developed by integrating three perspectives of value including creating value for customers, value‐in‐offering, and value‐in‐use, capturing a contingency approach to theory building. The model enlightens how value creation architecture (the strategic space of value creation processes) and value creation engineering (the capability space of value creation processes) engage in creating value outcomes for both the firm and the customer.

The VCB model constitutes guidelines useful for practitioners in crafting value‐based business processes and provides a base for academic researchers to further research on value and value creation.

The paper advances the literature on value by conceptualising value as consisting of the value offering and customer equity (the firm viewpoint), and customer value and brand equity (the customer viewpoint). The paper also highlights that value creation processes are initiated with the crafting of value creation architecture, followed by developing value creation engineering, and completed with value outcomes.

Religion is a significant force in the lives of many people, however; its role in fashion clothing consumption is still unclear. To expand the knowledge on this issue, the present study seeks to understand the role of religiosity in affecting status consumption and fashion consciousness (FC) among Generation Y Muslim consumers, specifically focussing on Iran.

A survey was designed and administered in Iran to a sample of 300 young adults aged between 18 and 24.

The findings of research show an inverse association between status consumption and religiosity, where individual's FC is contingent upon the degree to which they are status conscious or religious. The other major finding of the present study is the importance of brand status in mediating the relationship between FC and willingness to pay (WTP) a price premium for fashion clothing brands.

The originality of the study rests on exploring the moderating role of religiosity on the relationship between status consumption and fashion conscious among Iranian Generation Y Muslim consumers. Further, contrary to the belief that fashion conscious customers are willing to pay extra to obtain fashion brands, this relationship is not direct. New fashion conscious consumers pay extra provided that the new fashion brand enhances their status. Thus, the importance of status is in acknowledging the relationship between FC and WTP a price premium.

The connections between political parties, the electorate (individual voters) and society at large, that may be achieved through applying marketing is an important area in need of research. Understanding such connections is vitally important for effective and efficient use of marketing in politics and also for improvement in the delivery of the political offering to society. This paper presents the findings of an exploratory research project carried out in Australia on the philosophical basis and operationalisation of marketing in politics. A survey and in‐depth interviews were undertaken to explore issues related to the application of market orientation and its relationship to the marketing concept in political marketing. The results highlight unique dimensions and relationships of marketing in politics.

The objective of this paper is to develop a conceptual model to examine the relationships among e‐service quality, consumer satisfaction, attitudes towards the web site and behavioural intentions in the context of content‐driven web sites.

Data from an online survey of 518 consumers were collected with the partial least squares (PLS) structural equation modelling technique used to empirically test the model.

Findings suggest that positive evaluations of e‐service quality influences positive levels of consumer satisfaction, consumer attitudes towards the web site and behavioural intentions within the specific service context of content‐driven professional sports web sites.

The study specifically focuses on content‐centric web sites within a single service domain being professional sport. Future research can apply the framework to other service sectors on the internet, as well as to other cultural settings.

The study suggests that practitioners can use the model developed in this study to assist in allocating resources to the essential, or under‐performing, e‐service quality attributes needed to drive positive consumer satisfaction, attitudes and behavioural intentions.

The paper proposes and empirically supports the idea that e‐service quality influences consumer attitudes as well as consumer satisfaction and behavioural intentions in the context of content‐driven (professional sports) web sites. Moreover, the results of this study provide managers with a useful framework to manage content driven e‐services, as well as for researchers interested in the issue of managing e‐service quality.

The paper aims to examine the role of service branding and web site performances in a multi‐channel retail context by studying consumers who have on‐going relationships with retailers. Focus is placed on understanding perceptions of image congruency of the retail service brand across physical and electronic channels, together with web site performance perceptions influencing web site attitudes. The effects of web site attitudes on behavioural loyalty are also investigated.

Data were gathered via an online survey from 196 consumers and analysed using structural equation modelling via PLS analysis.

The findings shed light on the importance of cross‐channel service brand management together with managing critical web site service interface capabilities in the retail environment to engender favourable web site attitudes and customer loyalty outcomes.

Multi‐channel retailers should carefully consider the degree to which consumers perceive the web site and its performance to be congruous with the retailer's brand image which appears to influence how information is subsequently processed and impacts customer loyalty behavior.

The findings are of value to multi‐channel retail practitioners and focus on how consumers with an ongoing relationship with the retailer integrate offline and online brand images in the formation of web site attitudes. In addition, the study examines both cognitive and hedonic elements of web site performance in the research framework.

This study seeks to draw on the strategy implementation approach and the resource‐based view of the firm (RB theory) to investigate the relationships among competitive strategies (i.e. differentiation and cost‐leadership), responsive market orientation (RMO), proactive market orientation (PMO) and firm performance. The purpose is to show that competitive strategies have a significant effect on market orientation and market orientation has a significant effect on firm performance.

The paper designed a mail‐survey that was sent to senior executives, which resulted in 189 usable surveys. Data were analysed using partial least squares (PLS) to test the hypotheses.

The findings show that both competitive strategies influence RMO and PMO, which then influence firm performance. However, the results show that differentiation strategy has a stronger influence on RMO and PMO than cost‐leadership strategy, and that PMO has a stronger influence on performance than RMO.

The study examined one set of capabilities (RMO and PMO); research opportunities exist for identifying other firm capabilities (e.g. organisational learning) and their relationships with competitive strategies.

Strategy implementation is a valid route to firm performance. Therefore, marketing managers must simultaneously develop competitive strategies and RMO and PMO to obtain increased firm performance outcomes.

The study conceptualises market orientation as RMO and PMO, and suggests that this treatment of market orientation is important in understanding its role in the competitive strategies of firms and consequent firm performance.

This study aims to address the extent that the deployment of and complementarity between marketing mix and customer-focused (brand management, and customer relationship management) capabilities provide firms the capacity to transform their market knowledge into effective responsive actions that help to achieve new product success.

A questionnaire was used as the primary means of data collection. Data from 160 large business-to-business firms across a variety of industries in Iran were analyzed using partial least squares regression to test the hypothesized paths.

The results show that market-oriented firms are better at deploying marketing mix, brand management and customer relationship management capabilities, and these capabilities help to drive new product performance, and the complementarity between these marketing capabilities enhances the firm’s capacity to achieve new product success more than deploying each capability in isolation.

In contrast to many existing studies, this study is the first to examine the role of marketing mix, brand management and customer relationship management capabilities and their complementarity as intervening mechanisms in the relationship between market orientation (MO) and new product performance. Further, this study extends the marketing literature by investigating the role of different forms of marketing capabilities in a complementary fashion in the context of a Middle Eastern economy.