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Article

Francisco Guzman, Audhesh Paswan and Niranjan Tripathy

Personal finance influences everything we buy and is a key driver of all economies. It has attracted significant research attention, mostly grounded in rational economics…

Abstract

Purpose

Personal finance influences everything we buy and is a key driver of all economies. It has attracted significant research attention, mostly grounded in rational economics. However, it has not received adequate research attention in the consumer behavior literature. This study aims to address this gap by looking at some of the consumer-centric antecedents of short- and long-term personal financial planning, i.e. self-other orientation, cognitive style and time orientation.

Design/methodology/approach

A self-administered survey was used to collect data from full time employees. Hypotheses were tested using multiple regression analyses.

Findings

Both short- and long-term financial planning are positively associated with non-impulsive and analytical decision-making styles; whereas self and other orientation are only associated with short-term financial planning. Intuitive decision-making is not associated to either short- or long-term financial planning.

Research limitations/implications

While analytical and long-term orientation are still important for personal finance, in the short run, consumers are also driven by self and other orientation.

Practical implications

The results are relevant for both products and services that have long-term and short-term financial implications for consumers.

Originality/value

This study explores financial planning decision-making from a consumer behavior perspective, and addresses a gap in consumer behavior literature.

Details

Journal of Consumer Marketing, vol. 36 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

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Article

Rajasree K. Rajamma, Audhesh Paswan and Nancy Spears

User-generated content (UGC), e.g. YouTube videos on social media, is all around us. These UGCs are primarily demonstrational and/or informational in their execution…

Abstract

Purpose

User-generated content (UGC), e.g. YouTube videos on social media, is all around us. These UGCs are primarily demonstrational and/or informational in their execution format. However, viewers could easily misclassify the UGCs and that may be detrimental to the focal product in the UGC. This study aims to investigate this phenomenon.

Design/methodology/approach

The study uses an online survey (N = 459). The respondents were randomly exposed to one of the two UGCs – informational or demonstrational – and then responded to questions measuring their attribution and their purchase intention towards the focal product in the UGC.

Findings

Results indicate that about 20% of the respondents misclassified the type of UGC. Further, UGC characteristics such as vicarious experience, transparency and connectedness significantly enhance purchase intention, especially for demonstrational videos; demonstrational UGC, when correctly perceived yield the most favorable results; and misclassification does suppress these relationships.

Research limitations/implications

This study contributes to the theory and practice by linking the viewer evaluation of UGC on various evaluative dimensions (i.e. vicarious experience, connectedness, transparency and perceived risk), purchase intention towards the focal product in the UGC and correct or incorrect classification of the UGC format (demonstrational or informational). This study adds to the knowledge base about UGC by highlighting some of the pitfalls when viewers misclassify the UGC format and emphasizes the importance of a match between the content of the UGC and the perceptions and expectations associated with the medium on which it is uploaded. Like any other research, this study too has its limitations. It has only looked at a few possible variables that would predict the purchase intention in the context of the complex and rich phenomenon of UGC. Future studies should look at other sources of misclassification.

Practical implications

Given the ubiquitous nature of social media and their role in consumer decision-making, the findings of this study have serious practical implications. The results of the study highlight steps to be taken by both creators and marketers to improve effectiveness of UGCs.

Social implications

While this study does not focus on the social aspects of UGCs, it is not difficult to imagine the phenomenon of UGC misclassification, either as a mistake or deliberately induced and its social implications. Fake news seems to be not uncommon.

Originality/value

Even though the impact of consumer-to-consumer information exchange and UGC on consumers’ brand attitude and purchase intention is well recognized, there is limited research on this topic. Further, to the best of the authors’ knowledge, this study is the first to explicitly examine the concept of misclassification and corresponding issues in the context of UGCs.

Details

Journal of Consumer Marketing, vol. 37 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

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Article

Iman Naderi and Audhesh K. Paswan

This study aims to investigate how narcissistic consumers perceive and respond to variations in price and store image in retail settings.

Abstract

Purpose

This study aims to investigate how narcissistic consumers perceive and respond to variations in price and store image in retail settings.

Design/methodology/approach

The data for this study were collected from a sample of 248 respondents who participated in an experiment with a 2 × 2 × 2 between-subjects design.

Findings

The findings show that while narcissists and non-narcissists do not differ in their perceptions of product quality, they show completely different behavioral intentions. For instance, narcissistic consumers ascribe more importance to store image than to product price, whereas price is more critical in non-narcissists’ decision-making.

Research limitations/implications

Using a young sample and only one product category (i.e. clothing) may affect the generalization of the findings. The inherent drawback of experiments (i.e. gaining internal validity at the cost of external validity) is another limitation of this work.

Practical implications

The construct of narcissism plays a critical role in the way people evaluate products’ symbolic value and ultimately decide to purchase goods from a store which has a certain type of image, including the expected price of the merchandise. Therefore, the findings of this study have significant managerial implications for critical areas of retail business such as segmentation using narcissism, store image management and merchandise pricing.

Originality/value

Despite a long history in social and clinical psychology, few empirical studies have examined narcissism and its impact on consumer behavior. The present study is an attempt to address this gap in retail settings and provides insights into the joint effects of product price and store image on narcissists’ purchase behavior.

Details

Journal of Consumer Marketing, vol. 33 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

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Article

Audhesh K. Paswan and S. Prasad Kantamneni

A framework for evaluating public opinion towards franchising is proposed and empirically tested in an emerging market, India. Franchising in an emerging market was…

Abstract

A framework for evaluating public opinion towards franchising is proposed and empirically tested in an emerging market, India. Franchising in an emerging market was selected as the context because – (1) future growth is likely to come from newly emerging markets, (2) franchising is primarily seen as a foreign concept in emerging markets and has attracted its fair share of attention, both positive and negative. The results indicate that people evaluate franchising using four key factors – well being of small businesses, socio‐economic, socio‐cultural well being, and employment opportunity. This study further investigates the relationship between these factors and patronage behaviour. Some of these factors were associated with patronage behaviour and the associated residual feeling. Clearly, in order to succeed in emerging and developing markets, the franchising industry must pay heed to public opinion.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 16 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

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Article

Pramod Iyer, Arezoo Davari, Mohammadali Zolfagharian and Audhesh Paswan

The purpose of this study is to examine the extent to which an organization’s pursuit of radical and disruptive innovations and refinement of existing processes and…

Abstract

Purpose

The purpose of this study is to examine the extent to which an organization’s pursuit of radical and disruptive innovations and refinement of existing processes and incremental innovations influence the brand management capability, and subsequently, the brand performance in business-to-business firms.

Design/methodology/approach

The key informant approach is used for data collection. Panel data are obtained using the services of a reputable research firm. Existing scales are used to measure all the focal constructs. Partial least squares based structural equation modeling is used to test the hypotheses.

Findings

The results of this study indicate positive associations of both exploitative and exploratory innovation types with brand management processes. These findings signify the need for organizations to balance both these innovation types to maximize their performance.

Research limitations/implications

This study prescribes an insight into the complex relationship that exists between organizational ambidexterity, brand management processes and brand performance, providing a framework that reconciles the seemingly conflicting goals of relevance and consistency in the development of brand management capability.

Practical implications

Given that very few firms can achieve ambidexterity, this study provides a means to maximize the potential of this organizational process.

Originality/value

This study borrows from the existing research on brand management to argue that organizations are required to balance both exploitative and exploratory innovation types to maximize their performance.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

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Article

Audhesh K. Paswan, Francisco Guzmán and Zhi Pei

The fundamental question asked in this study is – should all firms engage in innovation and branding activities to the same extent to achieve their goals? The purpose of…

Abstract

Purpose

The fundamental question asked in this study is – should all firms engage in innovation and branding activities to the same extent to achieve their goals? The purpose of this paper is to answer this question, a strategic typology that integrates branding and innovation (BI) from an organizational ambidexterity perspective is proposed.

Design/methodology/approach

This paper builds theory by proposing a typology. Integrating the literature on BI, organizational ambidexterity and resource/knowledge-based view of firms, this study posits that to create a value proposition, a firm could choose to engage in innovation and branding activities in a variety of ways depending on their dominant strategic orientation along two dimensions of ambidexterity.

Findings

The four proposed typical branding-innovation orientations are low innovation × low branding; low innovation × high branding; high innovation × low branding; and high innovation × high branding.

Practical implications

A firm should choose its dominant strategic orientation depending on conditions such as market, consumers, needs and demand and resources.

Originality/value

By framing the innovation-branding paradox within an organizational ambidexterity framework, the proposed typology helps integrate two complementary and yet conflicting organizational functions by shifting the focus from an operational to a strategic level.

Details

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

Keywords

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Article

Pramod Iyer, Arezoo Davari, Saurabh Srivastava and Audhesh K. Paswan

The purpose of this study is to investigate the manner in which market orientation types facilitate the development of brand management processes (strategic brand…

Abstract

Purpose

The purpose of this study is to investigate the manner in which market orientation types facilitate the development of brand management processes (strategic brand management and internal branding), and brand performance.

Design/methodology/approach

The research model is assessed using data collected from brand executives. Existing scales are used to measure all the focal constructs. Partial least squares-based structural equation modeling (PLS-SEM) using the Smart-PLS 3.0 software is used to check for the psychometric properties of the scales and to test the hypotheses.

Findings

The results of this study indicate that proactive and reactive market orientation influence the internal branding and strategic brand management. The mediating role of strategic brand management in the relationship between proactive market orientation (PMO) and brand performance is significant. Similarly, internal branding mediates the relationship between PMO and brand performance. Also, strategic brand management and internal branding mediate the relationship between responsive market orientation (RMO) and brand performance. Results also indicate that market turbulence negatively moderates the relationship between strategic brand management and brand performance.

Research limitations/implications

Building on literature from brand management, organizational capabilities and market orientation, this study explicates the role of PMO and RMO in influencing different strategic brand management and internal branding, and subsequently, brand performance. The perspective used in this study provides an insight into how organizations can develop and manage brands from a process perspective.

Practical implications

To develop the brand management capability, organizations may benefit from cultivating processes that seek to meet the latent customer needs through explorative and proactive information seeking, and at the same time, pursing processes that focus on capturing the existing customer and competitor trends in the market.

Social implications

This study hopefully helps marketers realize that brand management function needs to move toward being more dynamic in nature.

Originality/value

This study borrows from the existing research on market orientation, branding and brand management to argue that organizations are required to not only maximize the brand returns in the existing market but also to adapt to the changes in the future.

Details

Journal of Product & Brand Management, vol. 30 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

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Article

Francisco Guzmán, Audhesh K. Paswan and Robert O. Fabrize

Migration shapes our societies, values, markets, consumption and even the notion of self. The purpose of this paper is to investigate the effect of migration in the…

Abstract

Purpose

Migration shapes our societies, values, markets, consumption and even the notion of self. The purpose of this paper is to investigate the effect of migration in the perception-of-self and if differences in the perception-of-self influence the perception of brands from the immigrants’ home country – which immigrants often use as a cultural anchor.

Design/methodology/approach

Using Aaker’s (1997) brand personality scale as a measure of brand image, the authors gather data from Mexico City and the Dallas/Fort Worth metropolitan area. Respondents to an interviewer-administered questionnaire were asked to evaluate the brand image of two TV media Mexican brands and their perception-of-self based on Aaker’s 42 brand personality traits.

Findings

The results of this paper indicate that the perception-of-self is different for Latinos residing in their home country and immigrant Latinos living abroad. Further, these differences in the perception-of-self appear to influence the way immigrants perceive brands from their home country.

Practical implications

Brands from emerging markets making inroads into developed markets, targeting their country’s diasporas as their first target group, should understand whether people’s perception-of-self differs significantly from their home country counterparts, the direction of such a difference and the effect of such differences on the perceptions of brands from their home country.

Originality/value

This paper is a contribution to the brand personality, brand image and self literature and presents an innovative approach to analyzing the possible brand image implications of the expansion of multinational companies and immigration.

Details

Journal of Consumer Marketing, vol. 34 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

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Article

Fernanda Muniz, Francisco Guzmán, Audhesh K. Paswan and Heather J. Crawford

In response to consumer and society demands for firms to be socially responsible, brands have been taking a strategic approach to corporate social responsibility (CSR) by…

Abstract

Purpose

In response to consumer and society demands for firms to be socially responsible, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into their brands’ core value propositions to strengthen brand equity. Thus, from a brand building perspective, this paper aims to investigate the immediate effect that brand CSR communications have on the change in brand awareness, perceived quality and loyalty, to provide a deeper understanding of how each dimension affects the overall change in brand equity.

Design/methodology/approach

With evidence from an experiment conducted in three different countries (Australia, United States and Spain), based on an actual brand CSR program, this paper explores the different immediate effects of change in brand awareness, perceived brand quality and brand loyalty, after the exposure to a CSR message, on the overall immediate change in value that consumers give to a brand. Furthermore, it examines the role of brand-cause fit and the influence that differences in cultural, economic and political environments have on this effect.

Findings

The change in brand loyalty due to CSR communication is the key dimension driving the immediate positive change in overall brand equity. In addition, change in brand awareness has an inverted U-shape relationship with change in overall brand equity, whereas the change in perceived brand quality does not have an influence. Finally, the results indicate that this immediate effect holds regardless of the level of brand-cause fit, but is greater in countries where firms are expected to participate and CSR reporting is not mandatory, making such practices be seen as voluntary.

Practical implications

The findings of this study offer research implications for academics, and practical considerations for brand managers, interested in how to rapidly generate changes in consumer perception by leveraging CSR activities for brand building in global settings. Specifically, it indicates that when the aim is to quickly build brand equity, the goal of communicating CSR activities must be to increase the level of attachment that consumers have to the brand since loyalty is the main driver of the immediate change in overall brand equity.

Originality/value

Although many scholars have demonstrated the impact of CSR on various consumer behavior outcomes (e.g., brand attitude, purchase intention, loyalty), from a brand build perspective the implications of the immediate effect of a brand communication of CSR practices on consumer-based brand equity remain less clear. This study addresses this gap to gain a deeper understanding of how to rapidly generate changes in consumer perception to build strong brands while leveraging CSR practices.

Details

Journal of Product & Brand Management, vol. 28 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

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Article

Audhesh Paswan, Francisco Guzmán and Jeffrey Lewin

This study aims to focus on people’s pro-environmental behavior and investigates its dimensions and determinants. As environmental sustainability attracts increased…

Abstract

Purpose

This study aims to focus on people’s pro-environmental behavior and investigates its dimensions and determinants. As environmental sustainability attracts increased scrutiny, understanding end consumers’ pro-environmental behavior becomes imperative for various stakeholders in our highly networked marketplace – e.g. policymakers, businesses, consumers, the public and society at large.

Design/methodology/approach

Using data from the general public in the USA, the hypothesized relationships are tested using structural equation modeling (SEM).

Findings

The results indicate that if people find enjoyment in nature, believe in achieving a balance between “mankind” and nature, and believe that the benefits of conservation activities are going to accrue in the near term (present), they are more likely to engage in pro-environmental behavior at all levels – supportive, active and lifestyle.

Research limitations/implications

Although only one aspect of environmental sustainability – environmental conservation – is analyzed, these findings support assertions set forth in the theory of environmentally significant behavior (Stern, 1999), the norm-activation theory of altruism (Schwartz, 1973), the theory of reasoned action (Fishbein, 1979) and the theory of planned behavior (Ajzen, 1985).

Practical implications

Messages about sustainability, environmental conservation and pro-environmental behavior should be framed using people’s fondness for and enjoyment of nature; should focus on present benefits of conservation; and should be targeted and differentiated for men, women and older people to encourage conservation behaviors among these differing demographic groups.

Originality/value

This study identifies three different levels of intensity of pro-environmental behavior – supportive, active and lifestyle – and empirically examines the relationships between these behavior types and the attitudinal antecedents revolving around time when the benefits of environmental conservation accrue, nature and human–nature interaction.

Details

Journal of Consumer Marketing, vol. 34 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

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