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Article
Publication date: 11 September 2017

Anita Kumar

Many academic studies on reverse supply chain management have emphasised on the development of conceptual and operational models for managing returns and extracting value, but…

2331

Abstract

Purpose

Many academic studies on reverse supply chain management have emphasised on the development of conceptual and operational models for managing returns and extracting value, but have largely ignored the consumer selling behaviour, the starting point of a reverse supply chain. The purpose of this paper is to consider a twofold perspective to understand and analyse the reverse supply chain design of mobile phone in Delhi NCR: first, motivation and intentions of consumer selling their mobile phones and second, the returns management process through the organised and informal channels.

Design/methodology/approach

It first utilises a survey methodology and the theory of planned behaviour (TPB) model to understand and analyse the consumers’ intentions to recycle and then employs an in-depth interview methodology to derive qualitative insights needed to plot the reverse supply chain design.

Findings

In an extended TPB model, attitude, mediated by a “sense of duty” and perceived control, has a strong influence on the recycling behaviour than subjective norms and benefits. The qualitative insights draw attention to the design, configuration and management of informal and organised recycling channels that differ significantly, but remain relevant and coexist, especially in the context of emerging economies.

Research limitations/implications

It proposes an extended TPB model to understand consumer selling behaviour that can help the companies to plan and handle their demand-supply mechanisms in the reverse supply chain.

Social implications

This study calls for a proactive intervention by the Indian Government and other key stakeholders to regulate and streamline electrical and electronics waste management in India.

Originality/value

This research is positioned at the interface of logistics and marketing to understand and create a sustainable reverse supply chain design for high-value products.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 29 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 1 July 2021

Muhammad Waqas, Sarmad Jan Mian and Nabila Nazir

This paper aims to fill a gap in the literature of marketing communication by exploring the role of different nudges implemented through advertising and personal selling in…

Abstract

Purpose

This paper aims to fill a gap in the literature of marketing communication by exploring the role of different nudges implemented through advertising and personal selling in enhancing purchase intention and sales of mutual funds in Pakistan.

Design/methodology/approach

Data collected by 20 semi-structured individual qualitative interviews in Pakistan were subjected to thematic analysis.

Findings

This study reveals the way managers apply different nudges in the form of Islamic beliefs and values in advertising and personal selling to enhance purchase intention and sales of mutual fund products among Muslim customers. Nudges that can be used in marketing communication may include religious cues, religious beliefs, religious values, spiritual elements, halal aspects of investment plans, religious icons and symbols, cultural music and images, appropriateness and correctness of sales messages and communicating halal aspects of mutual funds.

Research limitations/implications

The conclusions are based on findings from a relatively small number of respondents from one investment firm, but they offer an empirical basis for future research on the effect of advertising and personal selling on the sales and purchase intention of mutual fund products in an Islamic society.

Practical implications

This study offers practitioners a better understanding of the marketing communication tools likely to influence consumers’ purchase intention of mutual fund products, with positive implications in creating advertising and sales management in Pakistan.

Originality/value

Despite the prevalence of promoting mutual fund products, little research-based analysis has been available to academics or practitioners.

Details

Journal of Islamic Marketing, vol. 14 no. 1
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 18 August 2021

Fortune Edem Amenuvor, Ho-Taek Yi and Henry Boateng

This paper aims to assess the effect of adaptive selling behavior on customer outcomes, mutual outcomes and salesperson outcomes.

Abstract

Purpose

This paper aims to assess the effect of adaptive selling behavior on customer outcomes, mutual outcomes and salesperson outcomes.

Design/methodology/approach

The respondents were salespeople and customers in selected door-to-door cosmetics companies in South Korea. A questionnaire was used to collect the data. Structural equation modeling was used to analyze the data in this study.

Findings

Findings show that adaptive selling behavior positively affects customer satisfaction, customer loyalty, sales performance, job satisfaction and relationship quality. These findings suggest that adaptive selling is crucial for the firm's survival depending on the industry and the product. Additionally, unlike previous studies, the authors use salespeople's self-reporting responses and customer-reporting of salespeople, which further enhances the richness and uniqueness of the results.

Originality/value

Studies investigating mutual outcomes of adaptive selling behavior are scarce. The study also emphasizes that adaptive selling behavior enhances salesperson outcomes and customer outcomes and primarily uses dyadic data between door-to-door salespeople and their customers, which is not very common.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 29 April 2022

Sonal Thukral, Deep Shree and Shakshi Singhal

With the rapid increase in the consumption of electrical and electronic innovations, responsible management and recycling of electronic waste (e-waste) or waste electrical and…

2210

Abstract

Purpose

With the rapid increase in the consumption of electrical and electronic innovations, responsible management and recycling of electronic waste (e-waste) or waste electrical and electronic equipment (WEEE) has been a significant concern for the governments, stakeholders, researchers and industry practitioners around the world. Consumer awareness, disposal behaviour and perception are chief facets of designing sustainable management strategies. Although researchers have widely studied e-waste over many years, the research focusing on consumer awareness about e-waste recycling has gained momentum recently. This paper aims to systematise the existing literature and explore future research prospects on household e-waste sorting behaviour.

Design/methodology/approach

Web of science (WoS) core collection was searched using selected keywords to identify relevant articles published from 2001 to 2021. The search resulted in 1,156 research articles published from 2001 to 2021. After a detailed study, 85 articles were shortlisted for in-depth review. The review was conducted based on global trends, top journals, most prolific authors, most active e-waste research countries, and institutions centring on consumer participation in e-waste disposal and recycling behaviour. The present research has also identified around eleven factors that seem to have a bearing on consumer behaviour towards storage, disposal and recycling of e-waste.

Findings

E-waste research has gained increased attention in the last five years. The majority of the studies has focused on motivational factors and ignore the risks associated with handling e-waste. The present study reports the pertinent issue of lack of awareness among the masses about e-waste handling and disposal. Thus, bringing to the fore the lack of awareness programmes and initiatives. The analysis presents the gaps in the literature and future research agendas.

Originality/value

The review article will help in providing an in-depth understanding of consumer behaviour towards storage, disposal and recycling of e-waste and delineates the future direction of research that may be undertaken in this field of study.

Article
Publication date: 1 April 2000

Michael K. Rich

The evolution from transaction marketing to relationship marketing in recent years has resulted in research indicating the need for more rigorous databases and greater utilization…

4690

Abstract

The evolution from transaction marketing to relationship marketing in recent years has resulted in research indicating the need for more rigorous databases and greater utilization of current computerized tracking systems. Relationship selling has been examined and the results stress long‐term perspectives to the dyadic exchange process to enhance sales results. Considering the role of trust and culture in the relationship marketing process would indicate the need to pursue future research into a deeper understanding of the customer. Seeking knowledge of a customer’s personal feelings concerning their comfort level with various communication approaches could enhance the reception of messages crafted for them. The discipline needs to move beyond the numbers to a more abstract analysis of the customer as an individual with specific feelings toward various marketing approaches.

Details

Journal of Business & Industrial Marketing, vol. 15 no. 2/3
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 20 July 2015

Huda Khan, Richard Lee and Larry Lockshin

The aim of this study was to investigate the extent that consumers prefer the localised packaging over standard packaging, and how the differences may vary across different…

1693

Abstract

Purpose

The aim of this study was to investigate the extent that consumers prefer the localised packaging over standard packaging, and how the differences may vary across different product types. An ongoing debate facing marketers is whether marketing approaches should be localised as international brands enter foreign markets. In practice, international brands often localise their packaging when sold in foreign markets. This research questions whether and under what conditions is this practice beneficial to foreign brands.

Design/methodology/approach

The experiment used a 2 (product type: hedonic versus utilitarian) × 2 (packaging design: standard versus local) factorial designs. Product type was within-subjects, and packaging design was between-subject to minimise learning effects. For each product type, two product categories were used.

Findings

Overall, the results show that the role of packaging is more pertinent for hedonic than for utilitarian products. For hedonic products, participants preferred the standard packaging to the local packaging and brand likeability is also rated more positively in their standard package. However, there were generally no significant differences in rating between standard and localised packaging likeability and brand likeability for utilitarian products. The results for the choice decisions were similar to those for the likeability ratings across both product types.

Practical implications

A better understanding into how consumers perceive these packaging strategies would help international marketers operating in local markets.

Originality/value

Although past studies on international marketing communications have investigated standardisation and localisation of messages in the context of advertising using foreign and local cues, none have examined this issue with packaging. This study also extends past research by examining the differential effects of localisation on hedonic versus utilitarian products.

Details

Journal of Product & Brand Management, vol. 24 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 30 October 2023

Melanie Moore Koskie, Ryan E. Freling, William B. Locander and Traci H. Freling

This study aims to explore and extend the consumer–brand relationship literature by integrating the relatively new construct of brand coolness with a growing body of work on…

Abstract

Purpose

This study aims to explore and extend the consumer–brand relationship literature by integrating the relatively new construct of brand coolness with a growing body of work on gratitude. Specifically, gratitude is explored alongside emotional brand attachment as an additional mechanism affecting the relationship between cool brands and the loyalty outcome of repurchase intention. Consumption context is examined as a boundary condition to the effect of gratitude.

Design/methodology/approach

Data was collected from an online survey of a Qualtrics panel of 356 US consumers. A moderated mediation model is used to explain the effects of brand coolness on repurchase intention via emotional brand attachment and brand gratitude in the moderating presence of consumption context.

Findings

Brand coolness significantly increases repurchase intention. Furthermore, emotional brand attachment and brand gratitude are established as parallel mediators of the relationship between brand coolness and repurchase intention, with brand gratitude exhibiting a significantly stronger mediated effect. The impact of brand coolness on brand gratitude is moderated by social visibility, with publicly consumed cool brands stimulating greater brand gratitude than their privately consumed counterparts.

Originality/value

Brand gratitude is shown to influence repurchase intention independent of the impact exerted by consumers’ emotional brand attachment. Cognitive appraisal theory is used to distinguish brand gratitude from other mediators studied in consumer–brand relationships. Findings establish the moderating influence of the social visibility of the brand on the relationship between brand coolness and gratitude.

Details

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

Keywords

Content available
Article
Publication date: 1 September 2000

Maureen FitzGerald

388

Abstract

Details

Journal of Consumer Marketing, vol. 17 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 22 February 2008

Ayalla Ruvio, Aviv Shoham and Maja Makovec Brenčič

The purpose of this paper is to develop and validate cross‐culturally a short‐form, consumers' need for uniqueness (CNFU) scale. The length of the original scale (31 items) might…

8173

Abstract

Purpose

The purpose of this paper is to develop and validate cross‐culturally a short‐form, consumers' need for uniqueness (CNFU) scale. The length of the original scale (31 items) might have hindered its diffusion in research when questionnaire length and respondent fatigue are major considerations.

Design/methodology/approach

The paper uses survey‐based data from Israel, Slovenia, and the Palestinian Authority and uses a combination of statistical techniques, such as EFA, CFA, and structural equation modeling.

Findings

In general, support was found for the cross‐cultural reliability and validity of the new, short‐form CNFU scale.

Research limitations/implications

Future research can use the short‐form scale with additional confidence in its cross‐cultural reliability and validity.

Practical implications

First, since CNFU appears not to be culturally bound, marketers can identify cross‐country segments of high‐CNFU individuals and use standardized marketing campaigns to reach them. Second, marketers of unique products can use the antecedents identified in this study to develop and encourage CNFU. Third, the findings can be used to design advertising campaigns such as by emphasizing the social context of consumption of high‐uniqueness products.

Originality/value

An original and first presentation of a cross‐cultural validation of a parsimonious CNFU scale.

Details

International Marketing Review, vol. 25 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 29 October 2018

Sourabh Arora and Sangeeta Sahney

Recent statistics concerning webrooming shoppers is indicative of the trending webrooming phenomenon, and points toward the dire need for the addressal of the issue. The purpose…

2174

Abstract

Purpose

Recent statistics concerning webrooming shoppers is indicative of the trending webrooming phenomenon, and points toward the dire need for the addressal of the issue. The purpose of this paper is to reason the consumer’s intentional visit to an online store prior to making purchases offline by linking it with perceived channel benefits and uncertainty reduction approach through an application of the theory of planned behavior.

Design/methodology/approach

A survey instrument was administered online, and a total of 374 responses were obtained. Respondents were queried with respect to the webrooming sequence, if at all they were into webrooming. The PLS-SEM was used to test the formulated hypotheses.

Findings

The factor “Access to reviews online” emerged as the prime perceived search benefit which drives consumers’ to first visit an online store, while factors like “access to touch and feel the product,” “better post-purchase services offline” and “immediate possession of product” induced customers to later purchase offline. Factors like “E-distrust” and “perceived risks related to purchasing online” notably determined consumer’s movement to the physical store for purchasing the product in the second phase of the webrooming sequence.

Research limitations/implications

A small sample size limits the authors from drawing definitive generalizations. Due to the lack of studies, individually examining webrooming conduct, a prior qualitative exploration can be conducted to draw more insights.

Practical implications

The findings of the study can be utilized by the online retailers for devising strategies to push the webroomers to make purchases online.

Social implications

The study creates awareness as to what motivates consumers to webroom, which has been realized as one of the serious issues being faced by the online retailers today.

Originality/value

This study addresses a key concern “webrooming phenomenon,” which has emerged as a critical challenge in the present retailing dynamics.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

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