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Article
Publication date: 1 January 2004

Tsang‐Sing Chan, Geng Cui and Geng Cui

Burgeoning consumerism in transitional economies has significant implications for both multinational corporations and local companies. Based on a survey of four cities in…

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Abstract

Burgeoning consumerism in transitional economies has significant implications for both multinational corporations and local companies. Based on a survey of four cities in mainland China, this research examines consumer attitudes toward marketing, and compares the findings with those of previous studies of other economies. The results suggest that consumers in mainland China are less critical of marketing than their counterparts in advanced economies. Furthermore, consumer attitudes toward marketing, beliefs about business, and their interactions have significant effects on consumer satisfaction. The implications for marketing operations in transitional economies and avenues for future research are explored.

Details

Journal of Consumer Marketing, vol. 21 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 27 April 2012

Geng Cui, Hon‐Kwong Lui, Tsang‐Sing Chan and Annamma Joy

Previous studies have found significant differences in consumer attitudes toward marketing between countries and attributed such variations to differences in the stage of…

3201

Abstract

Purpose

Previous studies have found significant differences in consumer attitudes toward marketing between countries and attributed such variations to differences in the stage of consumerism development and cultural values. This study aims to test these competing hypotheses using econometric decomposition to identify the source of such cross‐country variations.

Design/methodology/approach

Using survey data of consumer attitudes toward marketing from China and Canada, this study adopts econometric decomposition to examine the cross‐country difference in consumer attitudes toward marketing.

Findings

The results show that Chinese consumers have more positive attitudes toward marketing than Canadians and the two countries differ significantly across all predictor variables. However, the results of decomposition suggest that consumerism, individualism and relativism do not have any significant effect on the country gap in consumer attitudes toward marketing, while idealism has a significant coefficient effect.

Research limitations/implications

The study finds different effects of cultural values on consumer attitudes across countries and has meaningful implications for international marketing strategies.

Originality/value

The study investigates the sources of cross‐national differences in consumer attitudes toward marketing using rigorous analyses to improve the accuracy of cultural attribution for international marketing and cross‐cultural consumer research.

Article
Publication date: 19 July 2011

Kittichai (Tu) Watchravesringkan and Chompunuch Punyapiroje

The purpose of this paper is to contribute to the understanding of hypermarket retailers' marketing efforts by exploring consumers' attitudes toward marketing practices…

2918

Abstract

Purpose

The purpose of this paper is to contribute to the understanding of hypermarket retailers' marketing efforts by exploring consumers' attitudes toward marketing practices (CATMPs) of three retailers (Tesco‐Lotus, Big C, and Carrefour) in Thailand.

Design/methodology/approach

A non‐probability convenience sampling procedure was employed. The data were collected from an intercept survey administered face to face. Three versions were tailored to each specific hypermarket retailer using similar questions related to consumers' attitudes toward different areas of marketing practices. The measures were adapted from the Index of Consumer Sentiment toward marketing and consumers' attitudes toward marketing.

Findings

The results showed that although Thai consumers displayed different attitudes toward retail services, positive advertising, and fair price, they expressed similar attitudes toward business provisions and product quality across samples. Main and interaction effects of a limited number of demographic variables were also identified.

Research limitations/implications

Multinational hypermarket retailers need to understand the similarities and differences related to areas of their marketing practices to be able to market effectively to Thai consumers. However, since the data were obtained from one city, the major limitation in the study is the generalizability of the findings.

Originality/value

This study is among the first to attempt to investigate CATMPs of multinational hypermarket retailers operating in Thailand.

Details

International Journal of Retail & Distribution Management, vol. 39 no. 9
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 1 June 2002

John R. Darling and James E. Puetz

Presents a longitudinal study examining the attitudes of consumers toward the products and associated marketing practices of England, France, Germany and the USA. Covers…

1643

Abstract

Presents a longitudinal study examining the attitudes of consumers toward the products and associated marketing practices of England, France, Germany and the USA. Covers the period from 1975‐2000. Concludes that there is a significant difference in the attitudes of consumers with regard to the products and associated marketing practices of these European Union countries in comparison to the USA.

Details

European Business Review, vol. 14 no. 3
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 10 February 2021

Muhammad Talha Salam, Katherine Taken Smith and Faria Mehboob

The purpose of this study is to answer the following questions: What factors influence attitude toward green brands among Pakistani millennials? Does attitude toward green…

1112

Abstract

Purpose

The purpose of this study is to answer the following questions: What factors influence attitude toward green brands among Pakistani millennials? Does attitude toward green brands affect purchase intention? Does gender moderate the effect?

Design/methodology/approach

Data was collected through an online questionnaire distributed through multiple academic and professional networks. The questionnaire was answered by 242 Pakistani millennials. SmartPLS was used to conduct partial least square-structural equation modeling analysis. The analysis was conducted using a two-stage protocol typically followed in SEM analysis. First, an outer model assessment was done to measure construct reliability and validity. This was followed by hypotheses testing in the inner model assessment. Moderating effects were tested using the multigroup analysis feature of SmartPLS.

Findings

The antecedent factors tested in this study are green brand skepticism, environmental consciousness and attitude toward green campaigns. Results show that these factors do influence a person’s attitude toward a green brand, which, in turn, influences his/her purchase intention regarding that brand. Marketers of green brands can use the factors outlined in this study to improve consumer attitudes toward their company and products. This study showed that women are more positively affected by green campaigns. Green campaigns in Pakistan may be more successful if directed at female millennials.

Practical implications

This study conveys helpful implications for marketing managers, as specific antecedents are found to be significant predictors of purchase intention for green brands. Companies should not let the fear of consumer skepticism stop them from advocating their green products and initiatives. Green marketing campaigns can inspire millennials to encourage their social groups to be environmentally conscious. By actively helping the environment, these consumers may feel a sense of pride for their cohort and their country. As a result, Pakistan might undergo a transition to buying green brands, adopting green lifestyles and demanding green products from non-green brands.

Originality/value

Most of the research on green marketing and branding for millennials pertains to developed countries. However, as roughly 90% of the global millennial population live in developing countries, it is important to conduct research in developing countries. This paper specifically focuses on Pakistan, a developing country in South Asia. A propensity toward environmental issues among millennials makes this study an important one, both for the Pakistani market and for generalizations in populated developing countries having a similar profile.

Article
Publication date: 1 August 2008

Ahmed Shahriar Ferdous and Batul Towfique

The purpose of this paper is to investigate the overall attitudes of consumers in Bangladesh toward marketing. The paper also empirically tests for associations between…

2115

Abstract

Purpose

The purpose of this paper is to investigate the overall attitudes of consumers in Bangladesh toward marketing. The paper also empirically tests for associations between consumer attitudes toward marketing, satisfaction with marketing mix and perception of government regulation in least developing countries (LDCs) using the structural equations modelling.

Design/methodology/approach

A multi‐stage cluster sample of 600 consumers was surveyed to measure consumer sentiment toward marketing in Bangladesh and to test the theoretical model. Data were analyzed using analysis of variances and structural equations modelling.

Findings

The study found Bangladeshi consumers are aggregately more unfavourable towards marketing practices in comparison to transitional countries and less unfavourable in comparison to developed ones. The marketing sentiment scale showed evidence of divergent, convergent and predictive validity. The results from the structural equation paths provided evidence that associations do exist between attitudes toward marketing, satisfaction and government regulation variables. The study also revealed that there were no significant differences in attitude towards government regulation with respect to various demographics variables.

Research limitations/implications

This is the first such research carried out in an LDC, similar studies need to be carried out in other LDCs to validate the findings further.

Practical implications

It gives an insight into the mind of the Bangladeshi consumers. It can be useful for marketers in designing effective marketing programs and positioning of existing and future products in LDCs.

Originality/value

This is the first measurement of consumer sentiment towards marketing in a LDC. In addition, the study empirically provides evidence for researchers and practitioners that significant associations do exist between consumer attitudes toward marketing, satisfaction and government regulation variables.

Details

Marketing Intelligence & Planning, vol. 26 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 19 December 2017

Deborah A. Colton

The purpose of this study is to examine the antecedents of consumersattitude toward corporate blogs. The antecedents include credibility, involvement and attitude toward

Abstract

Purpose

The purpose of this study is to examine the antecedents of consumersattitude toward corporate blogs. The antecedents include credibility, involvement and attitude toward the corporation. Blog is one marketing communications tool that has seen considerable growth in the past few years. Understanding the antecedents of attitudes toward corporate blogs may benefit practitioners responsible for communications strategies.

Design/methodology/approach

A pilot study was conducted to address any issues with the survey or stimuli. The main study involved 219 participants that viewed a corporate blog in a lab and then completed a survey. The data were analyzed using moderated regression.

Findings

The results show blogging involvement, blog credibility and attitude toward the corporation are related to attitude toward the corporate blog. Corporate image consistency did not moderate the relationship between attitude toward the corporation are attitude toward the corporate blog.

Research limitations/implications

This study used a convenience sample thus reducing the generalizability of the findings. The stimulus was limited to a well-known electronics firm. The findings may differ for other product categories and organizations.

Practical implications

Marketing communications strategies are becoming more dependent on social media to reach target audiences. When using social media, organizations should focus on building credibility of their blogs. Social media strategies should consider target markets that are more involved with the specific social media.

Originality/value

This study examines the importance of involvement, credibility and attitude toward the corporation in the context of corporate blogging.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 1 April 2003

Steven Lysonski, Srinivas Durvasula and John Watson

New Zealand has gone through a radical metamorphosis since free market economics were introduced in the mid‐1980s. Marketing managers are particularly interested in the…

2190

Abstract

New Zealand has gone through a radical metamorphosis since free market economics were introduced in the mid‐1980s. Marketing managers are particularly interested in the views of consumers about issues dealing with marketing activities. Negative views could signal consumer backlash against free market activities. This study examines the views of consumers from 1986 to 2001 on a range of issues dealing with marketing and consumerism. The results clearly show that consumers are less negative about marketing and consumerism issues since 1986. It seems likely that New Zealand has evolved in terms of the consumerism life cycle over the last 15 years. Marketing managers should continue to remain proactive in their responses to consumer discontents. Implications for New Zealand and for other countries are addressed.

Details

European Journal of Marketing, vol. 37 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 24 May 2018

Ankur Srivastava and M.S. Balaji

Despite the increasing attention on consumers in emerging markets, there is limited research on the emerging market consumers’ evaluation of global brands. The purpose of…

1437

Abstract

Purpose

Despite the increasing attention on consumers in emerging markets, there is limited research on the emerging market consumers’ evaluation of global brands. The purpose of this paper is to address this research gap by examining the role of consumer dispositions – cosmopolitanism, need for uniqueness and materialism in attitude and purchase intentions toward global brands from emerging vs developed markets.

Design/methodology/approach

A mall intercept method was used to collect responses from shoppers in four major cities in India. The intercept method produced a usable sample of 613 respondents. Each respondent was asked to mark his or her response concerning two global brands – one each from developed and emerging markets separately.

Findings

The findings show that cosmopolitanism and need for uniqueness determine emerging market consumersattitude toward global brands. Specifically, the authors find that while cosmopolitanism has a higher positive impact on global brands from the developed market, need for uniqueness has a negative impact on global brands from emerging market.

Research limitations/implications

The study findings show that need for uniqueness negatively affects attitude toward global brands from emerging markets. This presents a significant challenge for global brands from emerging market when competing with the counterparts from developed markets.

Practical implications

The findings show that managers of global brands in emerging markets should develop unique brand positioning that differentiates from international brands. By carefully managing their marketing mix elements (e.g. price, design, distribution), they can induce counter-conformity among consumers for brands that originate in emerging markets.

Originality/value

While prior studies suggest that emerging market consumers prefer foreign brands than domestic brands, little attention was focused on the antecedents for such preference. This study considers consumer dispositions, which were not examined in prior research in addressing this research gap.

Details

Marketing Intelligence & Planning, vol. 36 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 1 March 1999

Shahid N. Bhuian and David Kim

This study examines consumer attitude toward thirteen different marketing mix elements related to the products of the USA, Japan, Germany, Italy, the UK, and France in…

1043

Abstract

This study examines consumer attitude toward thirteen different marketing mix elements related to the products of the USA, Japan, Germany, Italy, the UK, and France in Qatar, an oil rich emerging international market. These six countries are the top six exporters to Qatar. A cross section of 98 Qatari consumers participated in the study. The common theme across the seven hypotheses that have been developed and tested is that Qatari consumers prefer most the marketing mix elements related to the products of Japan and the USA, followed by those of Germany and the least preferred ones are those of Italy, the UK, and France. The hypotheses have been partially supported. The marketing mix elements pertaining to Japanese products take the lead. The products of the USA, Germany, and the UK occupy the second position, while the products of Italy and France trail behind all others.

Details

International Journal of Commerce and Management, vol. 9 no. 3/4
Type: Research Article
ISSN: 1056-9219

1 – 10 of over 34000