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Book part
Publication date: 24 September 2010

Aimée C. Kaandorp

Consumer-generated advertisements are advertisements made by consumers for brands they love and hate. This study considers why consumers create their own brand commercials…

Abstract

Consumer-generated advertisements are advertisements made by consumers for brands they love and hate. This study considers why consumers create their own brand commercials and how to classify the types of commercials they make. The chapter also discusses the attitude of companies toward consumer-generated advertisements and the effect of companies’ attitudes on the commercials. The study compares two different brands with a different attitude toward consumer-generated advertisements – Starbucks and Chipotle. An active and positive attitude of the company toward consumer-generated advertisements results in more positive advertisements.

Details

Tourism-Marketing Performance Metrics and Usefulness Auditing of Destination Websites
Type: Book
ISBN: 978-1-84950-901-5

Book part
Publication date: 1 August 2019

O.K. Lukhovskaya, O.Y. Guryeva, V.I. Perov, I.V. Malova and T.S. Kochetkova

The policy of strategic diagnostics in the modern economy of Russia's regions is built in a contradiction. The expected growth of the share of material production in GRP…

Abstract

The policy of strategic diagnostics in the modern economy of Russia's regions is built in a contradiction. The expected growth of the share of material production in GRP was not confirmed. Analysis of economic indicators allows stating the expected tendency in dynamics of development of tertiary spheres. A dominating element of structural changes of economy is consumer market.

Several methodological approaches to defining the category “consumer market” are distinguished: marketing, institutional, reproduction, and economic.

For formation of methodological foundations of evaluation of consumer market, several methodologies are systematized. A methodology including two stages of evaluation of development of consumer market is offered: diagnostics (first stage) and forecasting (second stage) of the region's consumer market.

According to evaluations obtained by the authors, a strategic factor of structural changes in Russia's economy is regions' consumer market. Its well-balanced development ensures acceleration of progressive structural changes in economy. A dominating factor in the structure of consumer market is trading sphere, and a tool of structural changes is trading the goods of local and domestic manufacturers.

Book part
Publication date: 4 July 2019

Evgenia Frolova, Agnessa Inshakova and Vladimira Dolinskaya

The chapter is prepared on the basis of previous scientific developments of the author, as well as the current legislation of the United States of America. The following…

Abstract

Materials

The chapter is prepared on the basis of previous scientific developments of the author, as well as the current legislation of the United States of America. The following laws were studied: Truth in Lending Act; Electronic Fund Transfers Act; Fair Credit Reporting Act; Consumer Leasing Act; Consumer Protection Act; Equal Credit Opportunity Act; Fair Debt Collection Practices Act; Real Estate Settlement Procedures Act; Privacy of Consumer Financial Information Act; Home Mortgage Disclosure Act; Alternative Mortgage Parity Act; Code of Arbitration Procedure for Customer Conflicts – Customer Code; and Code of Arbitration Procedure for Industry Conflicts. One of the new US laws was analyzed – Arbitration Fairness Act, 2017. Data was also used from the Final Report to Congress on the use of pre-dispute arbitration clauses in consumer financial services contracts, 2015, and information resources available on the websites of financial regulators: the Federal Reserve, the Federal Deposit Insurance Corporation, the Office of the Currency Comptroller, the National Administration of Credit Unions, the Securities and Exchange Commission, the Commodity Futures Trading Commission, the Federal Agency for Housing Finance, the Financial Bureau Consumer Protection, Financial Industry Regulatory Authority, and American Arbitration Association.

Methods

Methodologically, the research is based on the author's materialistic worldview, which is implemented meaningfully in a positivist approach to the scientific article. In preparing the chapter, general scientific methods were applied: formal logic, system-functional, historical, analysis and synthesis, induction and deduction; special methods: mathematical, and statistical. Also the author applied private scientific methods of jurisprudence: normative-dogmatic, method of legal and technical design, interpretation of law, and others.

Details

“Conflict-Free” Socio-Economic Systems
Type: Book
ISBN: 978-1-78769-994-6

Article
Publication date: 2 December 2022

Chunhui Zheng and Jia Zhang

Airbnb attempts to stimulate consumer imagination and expectations of home through storytelling before their stay. The purpose of this study is to gain a holistic…

Abstract

Purpose

Airbnb attempts to stimulate consumer imagination and expectations of home through storytelling before their stay. The purpose of this study is to gain a holistic understanding of the psychological mechanisms by which brand storytelling can evoke consumer imagination of home away from home and their choice of peer-to-peer (P2P) accommodations.

Design/methodology/approach

By collecting 864 valid questionnaires through two rounds of surveys with Chinese consumers, this study examined the structural relations between narrative elements in the brand story (home characteristics, social interactions in advertising, advertising features), brand perception, self-image congruence and consumption intentions.

Findings

The results demonstrate that home characteristics, social interactions in advertising, and advertising features positively influence people’s brand perceptions, self-image congruence and consumption intentions through mental imagery processing.

Practical implications

This study offers helpful implications on how to create a home feeling in P2P accommodations and provides recommendations to promote the connection between consumers and the brand for P2P accommodation providers and hoteliers.

Originality/value

This study reveals the underlying mechanism of how various narrative elements in brand stories inspire the imagination and feeling of home in consumers during the prestay phase. By analysing the impact of specific trust systems and emotional needs on the construction of a feeling of home, this study is an important complement to existing studies on the study of home in P2P accommodation.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 25 November 2022

Wen-Kuo Chen, Chia-Ju Ling and Chien-Wen Chen

This study is based on a web-based advertising value model, adding emotional appeal, advertising credibility, advertising clicks, product evaluation and incentive to…

Abstract

Purpose

This study is based on a web-based advertising value model, adding emotional appeal, advertising credibility, advertising clicks, product evaluation and incentive to examine the impact on consumers' product evaluation and purchase intention.

Design/methodology/approach

In total, 313 valid online questionnaires were collected from those who had browsed the social media advertisement.

Findings

The results show that advertising credibility and emotional appeal have a higher impact on advertising attitude than informativeness and irritation in the original web-based advertising value model.

Research limitations/implications

The findings strengthen the literature on the antecedents of advertising attitude in social media context, confirming advertising clicks as a predictor of product evaluation, and determining that advertising attitude, product evaluation and incentive play key roles as predictors of consumer purchase intention.

Practical implications

The findings are particularly relevant to advertising marketing managers. In the context of social media advertising, the advertising credibility of consumers is the key to increasing consumers' willingness to purchase. Advertisers must establish a good advertising reputation to consumers in the social media context.

Originality/value

This study combines the web-based advertising value model, advertising clicks, product evaluation and incentive to investigate the factors that influence customers' purchase decisions in the context of social media.

Details

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

Keywords

Article
Publication date: 29 November 2022

Georgios Diagourtas, Kostas Elias Kounetas and Vasiliki Simaki

This study explores Greek and Swedish consumers' attitude towards organic food consumption in order to demonstrate possible differences that can be identified based on…

Abstract

Purpose

This study explores Greek and Swedish consumers' attitude towards organic food consumption in order to demonstrate possible differences that can be identified based on health and ecological consciousness beliefs rather than demographic factors. The examination of an emerging and a more mature market allow the authors to provide more targeted marketing strategies that possibly increase organic food consumption in both countries.

Design/methodology/approach

The authors adopt an econometric approach to the analysis of consumer behavior in relation to organic food consumption in Sweden and Greece. More specifically, the authors examine the motivations and postexperiences of organic food consumers of different socioeconomic profiles in these two countries, one in northern and one in southern Europe. The authors apply an ordered logistic regression analysis model to map out the interaction between consumer attitudes and sociodemographic variables.

Findings

The authors results show that consumers in Sweden more frequently purchase organic foods than consumers in Greece. Environmental protection and ethical values increase the odds for Swedish organic food consumers to buy organic food products. Health consciousness and family well-being are perceived as factors that increase the odds for Greek organic food consumers to buy organic foods. Sociodemographic factors do not play a pivotal role for consumer behavior in relation to organic food in both countries.

Originality/value

This study distinguishes between organic food consumers in two countries with different levels of organic food production and export activity, size of organic market, national organic labeling system and legal definition and standards of organic food. Within these differences, the organic food industry could align its marketing efforts better rather focus on simplistic demographics. The current view unfolds the fact that there are limited studies comparing two European markets at different stages of development and the factors that influence organic food consumer behavior.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 18 November 2022

Chaohua Huang, Shaoshuang Zhuang and Haiyan Ma

This study aims to examine the effects of pathos in sustainable brand stories featuring masculinity on brand masculinity and men’s sustainable brand attitude using…

Abstract

Purpose

This study aims to examine the effects of pathos in sustainable brand stories featuring masculinity on brand masculinity and men’s sustainable brand attitude using Aristotle’s rhetoric theory.

Design/methodology/approach

Three independent online experiments (N = 398; N = 216; N = 247) were conducted to observe how participants responded to a sustainable brand story. Data collected through a post-experimental survey were used to test the proposed model. Research hypotheses were inspected using SPSS.

Findings

The authors reveal brand masculinity is influenced by varying degrees of pathos: participants who read stories with all three pathos elements (metaphor, humor and empathy) demonstrated the highest level of perceived brand masculinity. Male consumers showed more positive attitudes toward masculine sustainable brand stories than feminine ones. The authors also identify the moderating effect of consumer generation: Gen Z (versus Gen Y) consumers demonstrated stronger character identification with hybrid masculinity (versus hegemonic masculinity) sustainable brand stories, resulting in more favorable sustainable brand attitudes.

Originality/value

The study provides a new angle for exploring the relationship between gendered sustainable brand stories and sustainable brand attitudes. It is the first (to the authors’ knowledge) that links Aristotle’s rhetoric theory to brand gender research, and it empirically demonstrates how male consumers from different generational cohorts respond to different masculinity strategies used by sustainable brands.

Details

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

Keywords

Article
Publication date: 10 November 2022

Aidin Namin and Seth Ketron

While prior research has investigated factors that predict consumers’ information search behaviors as they relate to automobiles, such studies were conducted prior to the…

Abstract

Purpose

While prior research has investigated factors that predict consumers’ information search behaviors as they relate to automobiles, such studies were conducted prior to the COVID-19 pandemic. Given that the pandemic has necessitated lockdowns, social distancing, business closures and other disruptions to normal shopping activities, consumer information search behaviors have also been substantially altered as the psychological distance between consumers and marketers has increased. Thus, this study aims to examine these changes and identify patterns of search behavior for a major durable product: automobiles.

Design/methodology/approach

Using survey data from before and during the pandemic, the study implements Finite Mixture Modeling to unveil latent segments of U.S. consumers’ search behaviors and choices for Japanese automobiles. This analytic method enables capturing consumer unobserved heterogeneity through mixing probabilities guided by individual characteristics. These segments are determined based on consumers’ information search for online and offline marketer-controlled and nonmarketer-controlled sources.

Findings

The study identifies that two segments of consumers emerge both prior to the pandemic and during the pandemic. These empirically validated findings indicate that the pandemic has led to shifts in consumers’ information search behaviors for Japanese automobiles by relying more on nonmarketer-controlled sources of information.

Originality/value

This work is among the first comprehensive empirical analyses of consumer search for a major durable product by comparing pre- and during pandemic patterns. Using analytics and econometrics, the first-hand analysis findings offer meaningful implications for marketers and product managers in the automotive industry.

Details

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

Keywords

Article
Publication date: 1 December 2022

Rachel Fuller, Lara Stocchi, Thorsten Gruber and Jenni Romaniuk

Service branding research predominantly focuses on the purchase and postpurchase stages of the customer journey. This study aims to expand the lens of enquiry to the…

Abstract

Purpose

Service branding research predominantly focuses on the purchase and postpurchase stages of the customer journey. This study aims to expand the lens of enquiry to the prepurchase stage, showing the role service brand awareness and service brand retrieval play before customer experiences and relationships can be established.

Design/methodology/approach

The research presents and empirically examines a new framework that links service brand awareness and service brand retrieval to key “battlegrounds” in the prepurchase stage of the customer journey: entry into the Awareness Set, Consideration Set and Repertoire Set. The empirical work draws on data from both services and goods markets from two UK-based consumer surveys (N = 771 and N = 270, respectively).

Findings

The findings indicate that, prepurchase, service brands compete most intensively to establish and reinforce a broad array of memory associations, rather than a specific corporate or brand image.

Research limitations/implications

To improve the generalizability of the conclusions drawn, the findings of this study should be replicated in additional service categories and consumer samples.

Practical implications

The findings translate into novel, long-term strategies for the management of service brands at the prepurchase stage of the customer journey, especially opportunities for effective and creative marketing communications.

Originality/value

This study contributes to marketing research and practice by introducing the notion of service brand retrieval and highlighting its role, together with service brand awareness and prepurchase.

Details

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

Keywords

Article
Publication date: 29 November 2022

Rajat Kumar Behera, Pradip Kumar Bala and Nripendra P. Rana

The new ways to complete financial transactions have been developed by setting up mobile payment (m-payment) platforms and such platforms to access banking in the…

Abstract

Purpose

The new ways to complete financial transactions have been developed by setting up mobile payment (m-payment) platforms and such platforms to access banking in the financial mainstream can transact as never before. But, does m-payment have veiled consequences? To seek an answer, the research was undertaken to explore the dark sides of m-payment for consumers by extending the theory of innovation resistance (IR) and by measuring non-adoption intention (NAI).

Design/methodology/approach

Three hundred individuals using popular online m-payment apps such as Paytm, PhonePe, Amazon Pay and Google Pay were surveyed for the primary data. IBM AMOS based structural equation modelling (SEM) was used to analyse the data.

Findings

Each m-payment transaction leaves a digital record, making some vulnerable consumers concerned about privacy threats. Lack of global standards prevents consumers from participating in the m-payment system properly until common interfaces are established based on up-to-date standards. Self-compassion (SC) characteristics such as anxiety, efficacy, fatigue, wait-and-see tendencies and the excessive choice of technology effect contribute to the non-adoption of m-payment.

Originality/value

This study proposes a threat model and empirically explores the dark sides of m-payment. In addition, it also unveils the moderator's role of SC in building the structural relationship between IR and NAI.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

1 – 10 of over 127000