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Article
Publication date: 22 December 2023

R. Rajesh

The author identifies the traits of consumer resilience in emerging markets, classifies these major traits into five categories and analyses the influence relationships among them…

Abstract

Purpose

The author identifies the traits of consumer resilience in emerging markets, classifies these major traits into five categories and analyses the influence relationships among them with distinctive focus on the psychological and personal resilience aspects.

Design/methodology/approach

The influence relations among the traits of consumer resilience from an expert perspective were identified with typical focus on electronic supply chains, and later the same was analysed through an intelligent influence modelling method, the grey causal modelling (GCM).

Findings

The major traits were analysed using the GCM, where the cause–consequence relations were observed for various objectives and the situational effects are noted. By constructing a magnitude plot and further a causal magnitude table, the important influence traits of consumer resilience for the considered case were observed and the same were auxiliary validated using an interpretive structural modelling (ISM) based approach.

Research limitations/implications

As perceived from the results, it is evident that social support and recommendations from customers emerge as the principal influence traits of consumer resilience from an expert perspective, considering the case. The study can be further extended empirically to validate the findings.

Practical implications

Altogether, the author can recommend for practitioners that the influence of family, society, friends, peers as well as ratings from the customers can determine the level of consumer resilience. Hence, practitioners of customer relationship management can focus on improving the product and brand awareness among customers, so that more customers may recommend for typical products.

Originality/value

Consumer resilience depend on several factors, where the author has identified 25 major traits of the same and classified them into five major categories, including individual psychological factors, individual attitudes, individual socio demographic factors, micro environmental factors and macro environmental factors and the influence relations among them were studied from an expert perspective.

Details

Marketing Intelligence & Planning, vol. 42 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 17 January 2023

Priti Yadav and Imlak Shaikh

Covid-19 sparked new interest in consumer financial resilience (CFR) amongst regulatory authorities, financial institutions, policymakers and the academia. No financial and health…

Abstract

Purpose

Covid-19 sparked new interest in consumer financial resilience (CFR) amongst regulatory authorities, financial institutions, policymakers and the academia. No financial and health crisis has been worse than Covid-19, erasing the growth momentum of nations at all development stages. This study measures consumers' current financial resilience and future expectations within India's emerging market and its likely response to policy measures.

Design/methodology/approach

CFR is investigated using individual household data on economic state, employment, income and savings from the Reserve Bank of India's consumer confidence survey. The empirical approach is based on the temporal time-series data with mixed frequency regression. Consumers' current and future expectation indices appear as the regressand, whereas credit-deposit ratio, credit outstanding, number of bank accounts and digital transactions act as main regressors.

Findings

The response of consumers' current situation is 3.50 times higher than that of their future expectations. This implies that a rise in the credit-deposit ratio and credit line positively affects CFR. In contrast, a higher number of bank accounts, a proxy for financial inclusion, adversely affect consumer's well-being possibly owing to the government's failure to provide financial support through banking networks. Digital payments (value) positively affect consumers' current situation and future expectations.

Practical implications

The results of this study inform policy formulation for enhancing financial resilience. Consumer sentiment index acts as a proxy for CFR.

Originality/value

Financial resilience is a concern for policymakers. This study is one of the first studies linking CFR with financial inclusion, credit creation and digital financial capability.

Details

International Journal of Bank Marketing, vol. 41 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 11 September 2020

Dongjun Rew and Wonsuk Cha

This study aims to explore the effects of consumer resilience and brand familiarity on the relationship between corporate social responsibility (CSR) and consumer attitudes toward…

Abstract

Purpose

This study aims to explore the effects of consumer resilience and brand familiarity on the relationship between corporate social responsibility (CSR) and consumer attitudes toward the company conducting CSR in places that have suffered from traumatic events such as natural or anthropogenic disasters and uncertainty of public health issue.

Design/methodology/approach

This study collected survey-based data from 194 participants who suffered from natural and anthropogenic disasters in the state of Texas. Path analysis was used to test each structural relationship among variables after verifying the reliability and validity of each variable. Analysis of variance was used to investigate the difference in resilience between the two groups.

Findings

This study verified that there is a positive relationship between CSR and consumer attitude. More importantly, the results show that both resilience and familiarity play an important role as a mediator in the relationship between CSR and attitudes. In particular, it tells us that a group with high resilience shows a higher possibility of having positive attitudes toward the company than another group having low resilience.

Originality/value

This study empirically tested the impacts of CSR, resilience and brand familiarity on building consumer attitudes. Furthermore, this study explored the effects of resilience and brand familiarity on the relationship between CSR and attitudes. Thus, this study was able to contribute to understanding the effects of CSR, resilience and familiarity on building a positive attitude in the specific settings, in terms of traumatic events, theoretically and practically.

Details

Social Responsibility Journal, vol. 17 no. 7
Type: Research Article
ISSN: 1747-1117

Keywords

Article
Publication date: 10 June 2020

Isabelle T. Szmigin, Deirdre Mary O'Loughlin, Morven McEachern, Kalipso Karantinou, Belem Barbosa, Grigorios Lamprinakos and María Eugenia Fernández-Moya

In the context of European consumers’ experiences of austerity, this study aims to advance current resilience theory in marketing through developing persistent resilience from a…

Abstract

Purpose

In the context of European consumers’ experiences of austerity, this study aims to advance current resilience theory in marketing through developing persistent resilience from a context of austerity influenced consumption.

Design/methodology/approach

Following an interpretivist approach, 38 face to face, in-depth interviews were conducted with European consumers from Ireland, UK, Spain, Portugal, Italy and Greece who were affected in some way by the global financial crisis.

Findings

Building upon limited conceptual and empirical investigations in social geography, the analysis identifies the themes of persistent stressors and temporal orientation as constants, alongside day-to-day coping, relating and pragmatism, consumer adjustment, repertoires of resistance and transformation as key elements of persistent resilience within the consumption context of austerity.

Research limitations/implications

The study addresses the limited theoretical and empirical focus on persistent resilience and austerity and directly contributes to consumer behaviour and marketing theory in understanding persistent resilience and its implications.

Practical implications

Changes to behaviours as a result of persistent resilience included reducing and stopping consumption, discount shopping, alternative consumption in the form of growing or making and mindful consumption through wastage reduction and re-use.

Social implications

The study highlights the significant social impact of austerity while also identifying positive outcomes for social relations among family, friends and the wider community.

Originality/value

This study develops and extends Golubchikov’s (2011) theory of persistent resilience through exploring European consumer responses to austerity, identifying key consumption characteristics relevant for marketing theory and practice.

Details

European Journal of Marketing, vol. 54 no. 8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 14 October 2022

Hhye Won Shin, Sungsik Yoon, Shinyong Jung and Alei Fan

Drawing on the social exchange theory, stakeholder theory and extended theory of reasoned action, this study aims to investigate how consumers view the economic and sociocultural…

Abstract

Purpose

Drawing on the social exchange theory, stakeholder theory and extended theory of reasoned action, this study aims to investigate how consumers view the economic and sociocultural impacts (benefits/costs) of peer-to-peer (P2P) accommodations on the local community’s resilience and how consumers form behavioral intentions toward P2P accommodation as a part of sustainable tourism behavior.

Design/methodology/approach

With data from a survey of 300 consumers who have previously used P2P accommodation, the authors performed partial least squares-structural equation modeling to test the proposed model and hypotheses.

Findings

The current study reveals the significant impact of the sociocultural benefits of P2P accommodations on consumers’ perceived community resilience, while economic benefits have a non-significant impact on perceived community resilience. Moreover, neither the sociocultural nor economic costs of P2P accommodation significantly reduce consumers’ perceived community resilience. Furthermore, the authors found significant positive relationships among perceived community resilience, attitude, subjective norm, personal norm and behavioral intentions.

Practical implications

P2P accommodation platforms can leverage these research findings and contribute to the community resilience and help community residents by establishing strategic collaboration with various stakeholders (e.g. governments, destination marketing organizations and non-profit organizations) for the community’s sustainable development.

Originality/value

This study systematically investigates the role of P2P accommodation in achieving community resilience by categorizing the impacts of P2P accommodation into economic and sociocultural benefits/costs.

Details

International Journal of Contemporary Hospitality Management, vol. 35 no. 4
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 15 March 2022

Muhammad S. Tahir, Ahmad Usman Shahid and Daniel W. Richards

This paper explores the direct and indirect associations between financial resilience and life satisfaction, using the moderation of non-impulsive behavior and mediation of…

1101

Abstract

Purpose

This paper explores the direct and indirect associations between financial resilience and life satisfaction, using the moderation of non-impulsive behavior and mediation of financial satisfaction.

Design/methodology/approach

The authors analyze the Australian household dataset, named the Household, Income and Labour Dynamics in Australia (HILDA) Survey, to meet the objectives of this paper. Furthermore, the authors use the PROCESS Models 4 and 7 to test the mediation and the combined moderated mediation relationships, respectively.

Findings

The authors find the complete mediation of the relationship between financial resilience and life satisfaction by financial satisfaction. Also, this study finds that both financial resilience and non-impulsive behavior positively contribute to financial satisfaction, which is positively associated with life satisfaction.

Practical implications

This research supports the need for consumers to build emergency funds as financial resilience is related to consumer well-being. This research also recommends that impulsive behavior should be addressed by the personal finance curriculum and financial advisors.

Originality/value

This research contributes by showing that financial satisfaction is an important predictor of consumers’ well-being. The ability to access financial resources, which increases for non-impulsive consumers, is associated with increased life satisfaction but only via financial satisfaction.

Details

International Journal of Bank Marketing, vol. 40 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

Open Access
Article
Publication date: 14 March 2023

Evangelos Mourelatos and Emmanouela Manganari

This study aims to explore the relationship between social commerce purchase intention and consumer psychological factors (i.e. resilience, vulnerability and personality traits…

1501

Abstract

Purpose

This study aims to explore the relationship between social commerce purchase intention and consumer psychological factors (i.e. resilience, vulnerability and personality traits) during the COVID-19 pandemic.

Design/methodology/approach

Drawing on social cognitive theory (SCT), an econometrical behavioral model was developed to explore the key determinants of online purchase behavior of 303 students in Greece. The research data were collected with a two-wave online survey (pre- and during the pandemic) which was distributed randomly to students in Generation Z.

Findings

A series of regression analyses revealed a positive effect of openness and a negative impact of extraversion and neuroticism on internet, Instagram and Facebook purchases during the pandemic. Findings suggest that loneliness serves as a moderator, while resilience and vulnerability have a positive effect on social media purchase behavior.

Practical implications

This study provides insights and implications for social commerce marketers and sheds light on the determinants of online purchase intentions of young consumers during the COVID-19 pandemic.

Originality/value

Elaborating on SCT, this study provides novel insights into young consumers’ internet use and online purchase behavior during the COVID-19 pandemic (i.e. longitudinal approach), by focusing on consumer vulnerability and resilience while also embedding personality traits and mental health aspects (i.e. loneliness levels during the pandemic).

Article
Publication date: 7 December 2023

Sabrina Hegner, Janina Magdalena Schaumann, Barbara Francioni and Ilaria Curina

The aim of this paper is to respond to the call for exploring and empirically testing both antecedents and outcomes of brand addiction and compulsive buying behaviour. The focus…

Abstract

Purpose

The aim of this paper is to respond to the call for exploring and empirically testing both antecedents and outcomes of brand addiction and compulsive buying behaviour. The focus of the study is on the food habits of young female consumers.

Design/methodology/approach

To test the hypotheses, a survey design gathering cross-sectional primary data from 325 female Italian consumers and a structural equation modelling have been adopted.

Findings

Findings show that brand addiction is positively influenced by consumer resilience, leading to increased life happiness and self-esteem, while compulsive buying behaviour is negatively influenced by consumer resilience and positively influenced by impulsivity. Compulsive buying is also associated with brand addiction and emotional overeating. Emotional overeating is additionally influenced by impulsivity and the control variables of enjoyment of food and loneliness. Moreover, loneliness has a negative impact on life happiness and self-esteem.

Originality/value

The study applies the proposed theory by Mrad and Cui (2020) on the relationship between brand addiction and compulsive buying to food consumption. Furthermore, it expands on this research by investigating consumer characteristics as determinants and behavioural outcomes.

Details

British Food Journal, vol. 126 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 7 January 2022

Ivana Kursan Milaković and Dario Miocevic

By drawing on protection motivation theory, this study explores consumers' motivation to engage in adaptive behaviour envisioned through a transition from offline to online…

2787

Abstract

Purpose

By drawing on protection motivation theory, this study explores consumers' motivation to engage in adaptive behaviour envisioned through a transition from offline to online clothing purchasing during the COVID-19 pandemic. Additionally, this paper explores the conditioning effects of consumer resilience and satisfaction with retailers' assistive intent through the consumer well-being framework.

Design/methodology/approach

A total of 363 useable surveys were obtained from Croatian consumers. Data were analysed with confirmatory factor analysis and structural equation modelling.

Findings

Coping appraisal positively impacts adaptive behaviour by increasing online clothing purchase intention, while threat appraisal has no direct effect on adaptive behaviour. The relationship between threat appraisal and adaptive behaviour is negatively moderated by consumer resilience and satisfaction with the retailer's assistive intent.

Research limitations/implications

Limitations include the convenience sampling method and data collection at one point as well as the focus on consumers from one country.

Practical implications

This study provides a blueprint for designing marketing actions that retail managers should consider to respond to a crisis effectively while maintaining satisfactory buying experiences during health crises and other challenging events.

Originality/value

Given the unique research context, i.e. the COVID-19 pandemic, this study is one of the few and the first in Croatia to unfold the importance of protection motivation theory in providing a greater understanding of consumer's adaptive behaviour (transition from offline to online) in online clothing retail channels during the period of the global health-related crisis. Benefits from understanding consumers' coping and threat appraisal mechanisms while addressing their buying needs in adverse circumstances are revealed. In addition, the theoretical implications regarding the conditional effects of consumer resilience and consumer satisfaction with retailers' assistive intent during a pandemic are also provided.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 27 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 22 April 2022

Elina Tang and Christopher Blocker

This research aims to examine pathways for providers to facilitate social resilience in service communities to promote collective well-being and engagement.

Abstract

Purpose

This research aims to examine pathways for providers to facilitate social resilience in service communities to promote collective well-being and engagement.

Design/methodology/approach

Using abductive and metaphorical analysis, this study develops insights leveraging: the transdisciplinary field of molecular biology where 150 years of research demonstrates how cells build resilience through clustering together in a hostile environment; and case data collected with nonprofit service communities to help ground and elaborate upon the metaphorical analogues of cellular concepts.

Findings

This analysis uncovers the emergent processes of communal protection, communal adaptation and communal training within customer-to-customer service interactions. Findings identify novel drivers, such as the sharing of vulnerability markers and pre-training for community stressors, as well as pathways through which social resilience within service communities promotes habitual and transformative value, as well as collective well-being.

Practical implications

Service leaders can build upon the ideas in this research to understand the nature of social resilience and to intentionally design communal experiences and interactions that promote greater well-being and brand engagement.

Originality/value

The recent COVID-19 pandemic, along with the UN Development Goal for building a more resilient society, highlights the acute needs for a deeper understanding of social resilience. However, resilience-related research in marketing primarily focuses on individual-level coping. This research provides a deeper understanding of the drivers and outcomes of social resilience in service communities and offers a catalyst for future research on the topic.

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