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A high level of product involvement is typically assumed to accompany higher information search, a fewer number of acceptable alternatives, and a higher number of choice…
A high level of product involvement is typically assumed to accompany higher information search, a fewer number of acceptable alternatives, and a higher number of choice criteria than does low level of product involvement. Inferring the level of product involvement from these behavioral or evaluative characteristics is, however, potentially misleading. Two factors are identified as mediating the relationship between the high level of involvement and these characteristics: (1) product trial, and (2) the consumer learning stage. The results of the present study support this view. Even for high involving products, considerable variations exist in these characteristics, depending on product trialability and consumer learning stage. Several strategic marketing implications stemming from these results are offered.
Introduction The purpose of this paper is to explore possible mechanisms that could be employed by members of a distribution channel to increase the level of meaningful communication among them, especially in actual or potential conflict situations. Pragmatically, our concern is with achieving the establishment within a channel of superordinate goals—goals greatly desired by all those caught in dispute or conflict which cannot be attained by the resources and energies of each of the parties separately, but which require the concerted efforts of all parties involved. It is proposed here that channel members approach the state where they can adopt such goals as communication and interaction between them increase.
This article applies the theory of coalition formation in triads to channels of distribution. The theory explains alternative power strategies of weaker (smaller) channel…
This article applies the theory of coalition formation in triads to channels of distribution. The theory explains alternative power strategies of weaker (smaller) channel members to dominance by more powerful channel entities. Six pre‐coalition situations are examined to aid in predicting the possible conditions that may form, given an uneven distribution of power in the channel system. This type of analysis could be used to predict disadvantageous power combinations in the channels of distribution to the overall macro effectiveness of the channel system.
This paper aims to provide an overview over the development of historical research into advertising from the early twentieth century. Its main purposes are to interest…
This paper aims to provide an overview over the development of historical research into advertising from the early twentieth century. Its main purposes are to interest marketing scholars and business historians in the history of advertising, help scholars that are unfamiliar with the field in choosing an appropriate theoretical and methodological angle, and provide a critique of a range of methods and theoretical approaches being applied in advertising historical research.
The research design of this paper is based on historiographical analysis and method critique. It surveys the advertising historical literature of the three decades between 1980 and 2010, and it compares and contrasts dominant research methodologies and theoretical paradigms that have been used by historians and advertising researchers.
Much advertising historical research is based on a specific set of theoretical paradigms (“Modernization”, “Americanization”, and “Semiotics”), without being aware of the manifest impact they have on the narratives and understandings that historians create. Identifying these paradigms and outlining their impact will help marketing historians and advertising researchers to avoid the pitfalls associated with particular paradigms.
This paper subjects the modern historiography of advertising to a methodological and narratological analysis. It uses this analysis to propose new and somewhat more critical directions in advertising historical research.
This paper aims to investigate the impacts of social media on the Pakistani consumers' buying behavior, which could be reflected in either complex buying, variety seeking…
This paper aims to investigate the impacts of social media on the Pakistani consumers' buying behavior, which could be reflected in either complex buying, variety seeking, dissonance reducing or habitual buying. Entrepreneurs need to know how their loyal and prospective customers feel, think and how do they decide on purchasing certain products and services.
The self-administered online questionnaire is used to collect feedback from consumers in order to analyze the data and come up with the findings. A sample size of 396 respondents was used to analyze and find a relationship between social media and consumer buying behavior.
Social media is found to have a partially significant impact on Pakistani consumers' buying behavior; word of mouth and content credibility are the two factors that influence Pakistani consumers' buying behavior. Pakistani consumers, below the age of 40, possess more complex buying behavior, which alerts entrepreneurs to consider it for their future marketing strategies.
Entrepreneurs should make an effort to be differentiated from others while keeping customers aware of the products they provide. In addition, customers should not spend too much time when comparing brands; rather, businesses should make it more captive.
This paper provides different results in comparison to the previous studies, in terms of the factors influencing consumers' buying behavior.