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Article
Publication date: 10 July 2017

Eui-Bang Lee, Sang-Gun Lee and Chang-Gyu Yang

The purpose of this paper is to examine the purchase intention in the case of smartphone advertising, which is unlike any other advertising media.

18244

Abstract

Purpose

The purpose of this paper is to examine the purchase intention in the case of smartphone advertising, which is unlike any other advertising media.

Design/methodology/approach

This study examines the characteristics of recent mobile advertisements such as brand attitude and context awareness value, which have not been considered in studies on non-mobile advertisements, to address purchase intention through smartphone advertisements using structural equation modeling.

Findings

The results are as follows. Together with entertainment, information, irritation, and personalization in non-mobile advertisements, timing and location in mobile advertisements are the main factors for establishing consumers’ purchase intention. Further, although mobile advertisements’ context awareness value strongly impacts consumers’ advertising attitude and brand attitude, purchase intention receives greater impact from brand attitude than from advertising attitude because the products/services lack feel and touch.

Originality/value

These results imply that contextual advertising and new technology enabling feel and touch for products/services can maximize the effect of mobile advertisements.

Details

Industrial Management & Data Systems, vol. 117 no. 6
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 8 October 2018

Eleanor Lawrence, Maggie W. Dunn and Suri Weisfeld-Spolter

The purpose of this paper is to present an innovative, research-based approach for stimulating self-awareness, reflection and intentional leadership development and address a call…

7594

Abstract

Purpose

The purpose of this paper is to present an innovative, research-based approach for stimulating self-awareness, reflection and intentional leadership development and address a call from the academic and business community to educate and prepare graduate students for leadership in contemporary complex workplaces. Building on previous research findings and recommendations, the authors suggest that leadership potential is understood and facilitated through leadership assessment, increased self-awareness and faculty coach-supported reflection and development planning by MBA students. Based on three key constructs in leadership development, a conceptual model depicts the approach to developing potential leaders at this juncture in their professional development.

Design/methodology/approach

New MBA students completed a leadership potential assessment instrument designed to target areas for focused leadership development throughout their MBA program and beyond. The assessment process is followed by faculty coach-supported reflection and development planning as an assignment during the students’ MBA orientation course. To explore the impact of this innovative approach to accelerating the development of leadership potential, reflection papers from students who completed the process were analyzed. Data analysis consisted of content coding with an inter-rater reliability of 0.99 to classify the responses into four key categories. Survey data were also collected from 504 MBA students who attended an on-campus orientation course to measure students’ increasing understanding and awareness of the value of the leadership development opportunity.

Findings

Quantitative and qualitative results provide initial support for this approach to developing leadership potential. Results suggest that the integrative model stimulates a process of awareness, reflection and intentional development, and supports the identification and pursuit of goal-directed learning opportunities throughout students’ MBA program.

Originality/value

Graduate business school students are at a leadership inflection point in their trajectory as leaders. Business colleges play a key role in closing the leadership gap during the development cycle of the students’ MBA program. The innovative approach in this paper, which facilitates self-awareness, reflection and intentional leadership development, offers a model for business colleges exploring how to foster these necessary leadership insights and capabilities.

Details

Journal of Management Development, vol. 37 no. 8
Type: Research Article
ISSN: 0262-1711

Keywords

Article
Publication date: 21 November 2016

Yen-Hao Hsieh and Soe-Tsyr Yuan

This study aims propose an innovative notion of the advanced technology based on the expectation theory and the emotion theory for a case study of the context-aware service system…

Abstract

Purpose

This study aims propose an innovative notion of the advanced technology based on the expectation theory and the emotion theory for a case study of the context-aware service system applied to the exhibition service sector.

Design/methodology/approach

To evaluate the feasibility of the notion of the advanced technology and the context awareness, the authors have collected and analyzed the data from three stakeholders through the real field applications of the mExhibition service system.

Findings

The evaluation results show that customers fairly enjoyed and were satisfied different exhibition customer experience journeys.

Originality/value

The originality of this paper is: facilitation of exquisite customer experience delivery via the advanced technology as evidenced by the mExhibition service system; exhibition service innovation through mExhibition; embodied value co-creation within the exhibition technology and mExhibition service system; and mExhibition commerce realization.

Details

International Journal of Quality and Service Sciences, vol. 8 no. 4
Type: Research Article
ISSN: 1756-669X

Keywords

Open Access
Article
Publication date: 9 February 2023

H.A. Dimuthu Maduranga Arachchi and G.D. Samarasinghe

This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this study also examines the mediating effect of generation Y’s…

8144

Abstract

Purpose

This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this study also examines the mediating effect of generation Y’s attitude towards the brand and the moderating effect of their attitude towards CSR.

Design/methodology/approach

This study tested the model with a sample of 392 generation Y consumers using Smart partial least squares (PLS)-structural equation modelling.

Findings

Brand attitude partially mediates the positive influence of perceived CSR (PCSR) on purchase intention. Gen Y’s attitude towards CSR increases the impact of PCSR on brand attitude and purchase intention.

Practical implications

To multiply the effects of CSR and brand attitude, retail marketing managers can develop strategies that strengthen the links between awareness, knowledge, brand affection and purchase intent by encouraging Gen Y consumers to engage with the brand’s CSR strategy.

Originality/value

This study advances the literature on CSR and consumer behaviour by providing an integrated view of the hierarchy of effects model and a generational cohort perspective in predicting purchase intention.

sponsabilidad social corporativa y la actitud hacia la marca en la intención de compra

Propósito

el estudio analiza la influencia de la responsabilidad social corporativa (RSC) percibida sobre la intención de compra. De igual forma, se analizan el efecto mediador de la actitud hacia la marca y el efecto moderador de la actitud hacia la RSC de la Generación Y.

Metodología

el modelo se contrastó con una muestra de 392 consumidores de la generación Y utilizando SMART PLS-SEM.

Hallazgos

la actitud hacia la marca media parcialmente la influencia positiva entre la RSC percibida y la intención de compra. La actitud de la Gen Y hacia la RSC multiplica el impacto de la RSC percibida sobre la actitud hacia la marca y sobre la intención de compra.

Implicaciones prácticas

con la finalidad de multiplicar los efectos de la RSC y de la actitud hacia la marca, los directivos del marketing minorista pueden desarrollar estrategias que refuercen los vínculos entre concienciación, conocimiento, afecto por la marca e intención de compra fomentando la implicación de los consumidores de la generación Y con la estrategia de RSC de la marca.

Originalidad

El estudio avanza en la literatura sobre RSC y comportamiento del consumidor al ofrecer una perspectiva integrada del modelo de jerarquía de efectos (HOE) y la perspectiva de cohortes generacionales en la predicción de la intención de compra.

目的

本研究分析了感知到的企业社会责任对购买意向的影响。同样, 我们也分析了Y世代的品牌态度的中介效应和企业社会责任态度的调节效应。

方法

使用SMART PLS-SEM对392名Y世代消费者的样本进行了模型测试。

研究结果

品牌态度部分调解了感知的企业社会责任和购买意向之间的积极影响。Y一代对企业社会责任的态度使感知到的企业社会责任对品牌态度和购买意向的影响倍增。

实践意义

为了使企业社会责任和品牌态度的效果倍增, 零售业营销人员可以制定战略, 通过鼓励Y一代消费者参与品牌的企业社会责任战略, 加强意识、知识、品牌喜爱和购买意向之间的联系。

Article
Publication date: 22 February 2022

Li Huang, Matthew Tingchi Liu, Xi Song and Jerome Yen

This study aims to introduce a compelling customer value score method (CVSM), which is applicable for different product categories, and elaborates customer values in three…

Abstract

Purpose

This study aims to introduce a compelling customer value score method (CVSM), which is applicable for different product categories, and elaborates customer values in three components (direct economic value, depth of direct economic value and breadth of the indirect economic value) throughout three stages of customer journey.

Design/methodology/approach

This study collected data from the Internet-shopping platforms, namely Taobao and T-Mall from 2019 to 2020 with particular focus on three product categories: lipstick (fast-moving consumer goods), mobile phones (durable goods) and alcohol (a hybrid of the other two product types) from 37 selected firms. The CVSM employs an entropy-based multiple criteria analysis, of which the weight of each indictor is not fixed artificially, but computed by the entropy-based method that calculates informative differences among the indicators (profit, revenue, positive reviews, search index and likes and favorites).

Findings

The result shows that product categories and market status have a moderation effect on three components in customer values. The findings suggested marketing strategies for different consumer goods, where the fast-moving consumer goods like lipstick should focus on the pre-purchase stage while the durable goods should emphasize post-purchase stage when the market is rapidly changing.

Originality/value

The study brings new insights to Kumar’s customer value theory by integrating product categories and the market status, revealing that three components of customer values differ in their contributions to the whole customer values. This paper further contributed managerial suggestions for marketers with regards to three stages of customer journey.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 24 June 2020

Yang Zhao, Lin Wang and Yaming Zhang

The paper aims to clarify the importance of the psychological processing of contextual cues in the mining of individual attention resources. In recent years, the research of more…

Abstract

Purpose

The paper aims to clarify the importance of the psychological processing of contextual cues in the mining of individual attention resources. In recent years, the research of more open spatial perspective, such as spatial and scene perception, has gradually turned to the recognition of contextual cues, accumulating rich literature and becoming a hotspot of interdisciplinary research. Nevertheless, besides the fields of psychology and neuroscience, researchers in other fields lack systematic knowledge of contextual cues. The purpose of this study is to expand the research field of contextual cues.

Design/methodology/approach

We retrieved 494 papers on contextual cues from SCI/SSCI core database of the Web of Science in 1992–2019. Then, we used several bibliometric and sophisticated network analysis tools, such as HistCite, CiteSpace, VOSviewe and Pajek, to identify the time-and-space knowledge map, research hotspots, evolution process, emerging trends and primary path of contextual cues.

Findings

The paper found the core scholars, major journals, research institutions, and the popularity of citation to be closely related to the research of contextual cues. In addition, we constructed a co-word network of contextual cues, confirming the concept of behavior implementation intentions and filling in the research gap in the field of behavior science. Then, the quantitative analysis of the burst literature on contextual cues revealed that the research on it that focused more on multi-objective cues. Furthermore, an analysis of the main path helped researchers clearly understand and grasp in the development trend and evolution track of contextual cues.

Originality/value

Given academic research usually lags behind management practice, our systematic review of the literature to a certain extent make a bridge between theory and practice.

Open Access
Article
Publication date: 24 May 2022

Priyam Ghosh, Mothilal Lakavath, Karthikeyan Somaskandan and Satyanarayana Parayitam

This paper aims to investigate the relationship between general attitude toward advertising and consumers' purchase intention. The relationship between cognitive attitude…

1370

Abstract

Purpose

This paper aims to investigate the relationship between general attitude toward advertising and consumers' purchase intention. The relationship between cognitive attitude, intrusiveness attitude, evaluative judgments, affective response and general attitude toward ad was examined. Furthermore, reliability as a moderator in the relationship between cognitive attitude, intrusiveness attitude, evaluative judgments, and affective response and the general attitude toward ad were studied.

Design/methodology/approach

Data from women consumers who subscribe to fashion magazines in India were collected and analyzed using a structured survey instrument. Women were selected because the products were related to women, including facial and body-care products, women sportswear, shampoos, lipstick, handbags, etc. Unit of analysis in this research is “observations,” and in all, 400 data points were analyzed, and to test hypothesized relationships, hierarchical regression and logistic regression were employed.

Findings

A conceptual model is developed and tested where (1) cognitive attitude toward ad, intrusiveness, evaluative judgments and affective responses are related to general attitude toward ad, and (2) general attitude toward ad is related to purchase intention. The hierarchical regression results show that (1) reliability moderates the relationship between cognitive attitude, intrusiveness, affective responses and general attitude toward ad. The logistic regression results support the positive relationship between general attitude toward ad and purchase intention.

Research limitations/implications

Since the present research is based on self-report measures, the limitations of social desirability bias and common method bias are inherent. Second, this research focuses only on women consumers and products purchased by women. The research has implications for literature on advertising, especially women-related products.

Practical implications

This study contributes to practicing managers who are interested in promoting the women-related products. This study highlights the importance of general attitude toward ad as a precursor for consumers purchase intention. The study provides justification for enormous amounts of money invested in fashion advertising because of their effects on consumer behavior.

Originality/value

This study provides new insights about the effects reliability on general attitude toward ad and consumers' purchase intention. The conceptual model developed in this study adds novelty by considering reliability as a moderator, in addition to the direct relationships which have been studied by earlier researchers.

Details

South Asian Journal of Marketing, vol. 3 no. 2
Type: Research Article
ISSN: 2719-2377

Keywords

Article
Publication date: 9 March 2015

Marco Tregua, Tiziana Russo-Spena and Claudia Casbarra

The purpose of this paper is to analyse value co-creation in the context of ethical consumption by extending the focus to customers and their relational contexts. The paper…

1912

Abstract

Purpose

The purpose of this paper is to analyse value co-creation in the context of ethical consumption by extending the focus to customers and their relational contexts. The paper unravels the core mechanism of the entire process of value co-creation in ethical consumption by drawing from engagement and awareness as emerging topics in value co-creation perspectives. By expanding the understanding of engagement and awareness as integrating mechanisms, the paper addresses the potential for these elements to shape the holistic consumer experience in an ethical context.

Design/methodology/approach

The authors chose to investigate consumer experience in the ethical context of Altromercato, the top seller of Fair Trade products in Italy. Following a phenomenological approach, the authors had the opportunity to gain knowledge on the lived experiences of customers as part of the Altromercato phenomenon. To depict the most important aspects of this experience, the authors chose a thematisation based on transcripts of in-depth interviews.

Findings

Drawing from the conceptualisation of the customer as a value co-creator, the work identified two main features in understanding co-creation in an ethical context – engagement and awareness – and two secondary ones as emerging from the empirical analysis – sharing and brand meaning. The two main topics acted as drivers to favour the depiction of our results through the following categories: first, trend following; second, believing; and third, supporting. Each category provides insight into the ways customers co-create.

Research limitations/implications

The study proves the inherent complexity and multidimensionality of customer interactions in an ethical context and supports the recent perspective of service scholars on the systemic and holistic nature of the value co-creation process.

Practical implications

Co-creation depends on roles and activities performed by customers at different touch points. This approach leads firms to strive for better understanding of the contexts shaped by the cultural, social, and relational dimensions.

Originality/value

This work also proves helpful to service research by clarifying how some critics have come to view value co-creation and resource integration as highly general and abstract concepts. Engagement, awareness, brand meaning, and sharing are identified in this work as the core mechanisms on which co-creation practices are based. The study supports even co-creation in ethical businesses as a values-laden concept that depends on the values and value experienced in context.

Details

Journal of Service Theory and Practice, vol. 25 no. 2
Type: Research Article
ISSN: 2055-6225

Keywords

Abstract

Details

Understanding Intercultural Interaction: An Analysis of Key Concepts, 2nd Edition
Type: Book
ISBN: 978-1-83753-438-8

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

1 – 10 of over 86000