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1 – 10 of over 46000States that the level of consumer involvement in a product category is a major variable relevant to advertising strategy. Suggests product category is often segmented by the level…
Abstract
States that the level of consumer involvement in a product category is a major variable relevant to advertising strategy. Suggests product category is often segmented by the level of consumer involvement; however, consumers are rarely segmented. Points out that different involvement clusters have different responses to advertising effectiveness for the same product. Presents a case study segmenting a market using the consumer involvement degree, exploring the characteristics in order to determine the relationship between advertising effectiveness and the level of consumer involvement. Shows results suggesting that a high degree of consumer involvement directed a high advertising effect and is therefore an important indication for advertising strategy.
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In order to understand why consumers choose certain products over others, marketers study consumer behavior. This concept of involvement is significant in understanding and…
Abstract
In order to understand why consumers choose certain products over others, marketers study consumer behavior. This concept of involvement is significant in understanding and explaining consumer behavior (Bloch 1981; Bloch, 1982; Zaichkowsky, 1985; Celsi and Olson, 1988; Engel, et al., 1990; Assael, 1995). The term became popular in marketing circles through Krugman's research in television advertising and low‐involvement learning in 1965 (Krugman, 1965).
Marketers must be aware that consumers do not evaluate all products in the same way. Even brands that are perceived as very similar overall are often selectively evaluated…
Abstract
Marketers must be aware that consumers do not evaluate all products in the same way. Even brands that are perceived as very similar overall are often selectively evaluated. Consumer product involvement, or concern with the actual purchase or use of the product, affects these selective perception processes in several ways. Implications for market segmentation, product differentiation, and communication strategies are discussed.
Storytelling has long been a popular strategy in marketing. Despite its ubiquity, the influence of storytelling in the sport marketing literature has not been investigated…
Abstract
Purpose
Storytelling has long been a popular strategy in marketing. Despite its ubiquity, the influence of storytelling in the sport marketing literature has not been investigated, especially on consumers' perspective. Thus, the purpose of this study is to (a) examine the effect of storytelling on sport consumers, and (b) explore the moderation effect of product involvement on the relationship between storytelling and purchase intention of a signature sneaker.
Design/methodology/approach
Two experiments using 3 (storytelling: bullet-point type vs. athlete-based story vs. product-based story) × 2 (product involvement: low vs. high) between-subjects experimental design were conducted.
Findings
The main finding illustrates that both the athlete-based story and the product-based story had a stronger influence on a consumer's purchase intention than the information that was given in a bullet-point condition. This study provides a theoretical implication of storytelling strategy for sport marketing literature. From a managerial perspective, the authors heavily recommend the use of storytelling in sport product advertisements.
Originality/value
Previous literature has highlighted the effect of storytelling in sports organization such as professional sports team or utilization in social media. However, limited studies could be found in the sports product industry and consumer behavior sector. Thus, the current study has a significant value of understanding the storytelling strategy in the perspective of sports consumers as well as brand marketers.
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Haluk Koksal and Arian Seyedimany
The purpose of this study is to segment Turkish wine customers based on their level of involvement. This study profiles them based on their wine drinking motivations, wine…
Abstract
Purpose
The purpose of this study is to segment Turkish wine customers based on their level of involvement. This study profiles them based on their wine drinking motivations, wine attributes, information sources, wine purchasing and consumption behaviour and socio-demographic characteristics.
Design/methodology/approach
For this study, a structured online questionnaire was used to collect data from the listed email addresses of institutes, universities and commercial websites. The sample size was 708 people. After splitting consumers into three groups based on their involvement levels in wine (high, moderate and low), the study profiles them by implementing ANOVA, principal component and chi-square analyses.
Findings
The study identifies the differences between groups with different involvement levels in wine regarding drinking motivations, wine attributes, information sources, consumption and purchasing behaviour as well as socio-demographic characteristics.
Originality/value
Although there are a few studies in the literature evaluating wine consumers from various nations, to the best of the authors’ knowledge, this is the first study investigating wine consumers based on involvement levels in Turkey, where alcoholic beverages are excessively taxed, and advertising is banned and promoting them is limited.
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Rozbeh Madadi, Ivonne M. Torres, Reza Fazli-Salehi and Miguel Ángel Zúñiga
This research study examines how changing the logo to one that depicts social distancing impacts consumers’ attitude toward the brand, attitude toward social distancing…
Abstract
Purpose
This research study examines how changing the logo to one that depicts social distancing impacts consumers’ attitude toward the brand, attitude toward social distancing guidelines, intention to follow social distancing guidelines, purchase intention, logo evaluation and word of mouth (WOM).
Design/methodology/approach
A 2 (logo type: conventional vs. novel) X 2 (product involvement: high vs. low) between-subjects experimental design was employed. A multivariate analysis of covariance (MANCOVA) was run on the dependent variables (i.e. attitude toward the brand, attitude toward social distancing guidelines, intention to follow social distancing guidelines, purchase intention, logo evaluation and WOM).
Findings
The results indicate a significant moderating effect of product involvement. Individuals who were exposed to a novel logo for a low-involvement product demonstrated improved purchase intentions, attitudes towards the brand, WOM and intentions to follow social distancing guidelines.
Practical implications
From a practical perspective, the results suggest that managers at global brands should consider their brand’s response to the COVID-19 crisis. For example, Nike chose to frame its consumers’ athletic habits as a lifesaving call to action with a new advertising copy that proposed, “If you ever dreamed of playing for millions around the world, now is your chance: play inside, play for the world,” to stress the necessity for people to stay at home.
Social implications
From a theoretical perspective, the results of this study add to the emerging literature on CSR and logo changing, and particularly on following social distancing guidelines introduced in response to COVID-19, by exploring the link between COVID-19 advertising in promotional materials (logo changing) and outcomes such as attitude toward the brand, attitude toward social distancing guidelines, intention to follow social distancing guidelines, purchase intention, logo evaluation and WOM.
Originality/value
This research study adds to the literature on CSR and logo changing, primarily the contribution is based on the understanding of the impact of social distancing guidelines introduced in response to COVID-19. More specifically, this research study contributes toward the understanding of the link between COVID-19 advertising in promotional materials (e.g. logo changing) and outcomes such as attitude toward the brand, attitude toward social distancing guidelines, intention to follow social distancing guidelines, purchase intention, logo evaluation and WOM.
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Aron O'Cass and Eric Choy
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…
Abstract
Purpose
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.
Design/methodology/approach
A self‐completion questionnaire survey was administered in China to university students aged between 18 and 25.
Findings
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.
Research limitations/implications
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.
Practical implications
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.
Originality/value
This paper expands understanding of consumer behaviour related to Chinese generation Y consumer behaviour, fashion clothing involvement and status branding.
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Jian Mou, Wenlong Zhu and Morad Benyoucef
The purpose of this paper is to investigate the impact of product description and involvement on purchase intention in a cross-border e-commerce (CBEC) setting from a…
Abstract
Purpose
The purpose of this paper is to investigate the impact of product description and involvement on purchase intention in a cross-border e-commerce (CBEC) setting from a psychological perspective.
Design/methodology/approach
This study proposes a research model of purchase intention in CBEC based on the involvement theory and commitment-involvement theory. The research model was tested using the covariance-based structural equation modeling technique. Data were collected from consumers on a popular CBEC platform in China.
Findings
A high-quality product description has no significant positive effect on purchase intention, but it has significant positive effects on product cognitive involvement, product affective involvement, platform enduring involvement and platform situational involvement. In addition, product affective involvement, platform enduring involvement and platform situational involvement all have significant positive effect on purchase intention, but this effect is not significant in the relationship between product cognitive involvement and purchase intention.
Practical implications
This study calls for sellers to optimize product descriptions on CBEC platforms in order to attract more buyers and generate more profits.
Originality/value
This study integrates two theories of involvement into the research model in the CBEC context. Based on this model, the authors analyzed how product description affects purchase intention under the joint influence of two involvement factors.
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Ramya Rajagopalan and Jeanne Heitmeyer
The purpose of this study is to explain the level of involvement of Asian‐Indian consumers residing in the US when purchasing Indian ethnic apparel and contemporary American…
Abstract
Purpose
The purpose of this study is to explain the level of involvement of Asian‐Indian consumers residing in the US when purchasing Indian ethnic apparel and contemporary American clothing at different levels of acculturation.
Design/methodology/approach
Data were gathered by a questionnaire administered to 254 Asian‐Indian consumers from the southeastern United States.
Findings
Low levels of acculturation among Asian‐Indians did result in a higher level of involvement in Indian ethnic apparel. Consumers who were moderately acculturated to western culture were less involved in Indian ethnic apparel but became increasingly involved as they became more acculturated to the US culture. In conclusion, Asian‐Indians, who were new to the US, may try to identify with the new culture leading to a decline in involvement with Indian ethnic apparel. As these consumers became more comfortable in their new environment they may have felt a need to connect with their original culture, and this could have led to a renewed interest in Indian ethnic apparel.
Originality/value
This study fulfills a need for literature on how ethnic groups residing in a foreign land view products indigenous to their original culture across the stages of acculturation. Understanding consumer interests of targeted market segments and their impact on the overall population may benefit fashion marketers.
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