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1 – 10 of 17Rajesh Iyer, Barry J. Babin, Jacqueline K. Eastman and Mitch Griffin
This study explores consumers' motivations to purchase luxury and counterfeit products using an international sample. In addition, it also examines the moderating role of…
Abstract
Purpose
This study explores consumers' motivations to purchase luxury and counterfeit products using an international sample. In addition, it also examines the moderating role of interpersonal influence on this process. This study seeks to examine if the consumers who demand the highest quality express a preference for luxury goods over counterfeit goods.
Design/methodology/approach
Survey research was employed to subjects from the USA, India, China and Russia. Responses from US and India consumers were collected using online software, whereas responses from China and Russia were collected with the help of a local market research firm.
Findings
The findings of the study indicate that consumers tend to show similar reactions based on the luxury and counterfeit consumption process examined here. In terms of interpersonal influence as a moderator, however, the study found it significantly impacts status seekers' attitude toward luxury and how a perfectionist shopper perceives counterfeit consumption.
Originality/value
This study is one of the first in the literature to empirically address both luxury and counterfeit consumption. Further it considers consumers from multiple countries with high levels of luxury good purchases.
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Tim Reisenwitz, Rajesh Iyer, David B. Kuhlmeier and Jacqueline K. Eastman
The purpose of this paper is to extend earlier research on mature consumers and their internet use by examining how mature consumers' use of the internet is impacted by their…
Abstract
Purpose
The purpose of this paper is to extend earlier research on mature consumers and their internet use by examining how mature consumers' use of the internet is impacted by their nostalgia proneness, innovativeness, and risk aversion.
Design/methodology/approach
Data were collected using a convenience sample (n=374) of respondents who were 65 years of age or older. Several scales were used to measure the constructs of interest to the research, all of which have been used in earlier research.
Findings
Results revealed that those seniors with higher levels of nostalgia proneness used and accessed the internet less, purchased less online, had less online experience and felt less comfortable using the internet. There is also support for the impact of innovativeness on mature consumers' internet use, frequency, online purchases, experience, comfort level with the internet, and satisfaction with the internet. In terms of risk aversion, seniors with more online experience report a lower level of risk aversion to the internet than other mature consumers.
Research limitations/implications
Future research needs to determine if these results can be replicated with a national random sample. Additionally, research is needed to determine what factors increase seniors' experience with the internet.
Originality/value
This study demonstrates that seniors are becoming an increasingly more viable segment for internet marketers.
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Jacqueline K. Eastman and Jun Liu
This paper aims to compare the levels of status consumption for Baby Boomers, Generation X, and Generation Y (Millennials).
Abstract
Purpose
This paper aims to compare the levels of status consumption for Baby Boomers, Generation X, and Generation Y (Millennials).
Design/methodology/approach
With an email sample of 220 adult consumers living in the southeast USA, this study measures status consumption, generational cohort, and demographics.
Findings
The study finds significant differences in the level of status consumption by generational cohort. The average level of status consumption was highest for Generation Y, followed by Generation X and then Baby Boomers. In looking at the significance of these differences between individual cohorts, there was a significant difference between Generation Y and Baby Boomers. This suggests that while there are differences in the level of status consumption by generation, this difference is only significant between Generation Y and Baby Boomers. This paper then examines if this relationship between generational cohort and status consumption is impacted by demographic variables, such as gender, income, and education. The results illustrate that, holding generation constant, there is no significant relationship between gender, income, or education with status consumption. There is also no significant interaction between generational cohort and the demographic variables of gender, income, and education. This suggests that the relationship between generational cohort and status consumption is due only to generation and is not being impacted by other demographic variables.
Research limitations/implications
Limitations of the study include that it was a convenience sample of predominately white, educated, and younger adult respondents. Additional research is needed to specifically examine ethnic group differences and cohorts prior to the Baby Boomers.
Practical implications
For luxury marketers they need to consider generational cohort, rather than other demographic variables, when segmenting their market.
Originality/value
This paper addresses a gap in the literature by examining if there are differences in the motivation to consume for status based on generational cohort, focusing on the cohorts of Baby Boomers, Generation X, and Generation Y. Additionally, this paper proposes that generational cohort is a better means to segment the status consumer than other demographic variables.
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Maria Aviles and Jacqueline K. Eastman
The purpose of this paper is to discuss how technological tools, such as Web 2.0 and online learning management systems, can be utilized to improve Millennials' educational…
Abstract
Purpose
The purpose of this paper is to discuss how technological tools, such as Web 2.0 and online learning management systems, can be utilized to improve Millennials' educational performance.
Design/methodology/approach
An exploratory survey of Millennial business students was conducted to measure their self‐reported use and perceived effectiveness of a variety of hardware, traditional, and Web 2.0 tools.
Findings
An exploratory study of business students finds that course websites and online assessments are the technological tools they report using most often. The technology tools that business students perceive as most effective include personal computers, laptop computers, course websites, discussion groups, message boards, and online assessments.
Research limitations/implications
This exploratory study looked only at business students' self‐report use and perceived effectiveness of technology tools. Future research is needed to examine other college students beyond business, to measure actual use and effectiveness, and to incorporate input from faculty on the use and effectiveness of technology tools.
Practical implications
In this paper, the authors discuss how technological tools, such as Web 2.0 and online learning management systems, can be utilized to improve Millennials' educational performance. These tools can meet Millennials' need for affiliation, low ambiguity, immediate feedback and a personalized learning experience.
Social implications
The Millennial generation is very different from the Generation X or Baby Boomer professor who is trying to effectively teach them. With a better understanding of students' perceptions, business faculties can better utilize technology to improve their Millennial students' performance while providing them with an active, engaging educational experience.
Originality/value
The focus of this paper addresses how to better utilize the technological aptitude of Millennial business students to enhance the students' educational performance and improve business faculty effectiveness.
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Jacqueline K. Eastman and Rajesh Iyer
Despite the growth of the Internet, one area that marketers have not really discussed is the elderly's use of the Internet. Given the rapid growth of this population as well as…
Abstract
Despite the growth of the Internet, one area that marketers have not really discussed is the elderly's use of the Internet. Given the rapid growth of this population as well as the potential the Internet holds for them, it is a subject worth consideration. This paper discusses the use of the Internet by a national random survey of elderly consumers and the impact of attitude, innovation, and demographics on their use. This study shows that the elderly consumers have favorable intentions towards using the Internet; most learned to use the Internet on their own; and they preferred to learn more about the Internet if such classes were offered at convenient locations. Those seniors with higher levels of income are more willing to both use the Internet and purchase products online; while education levels positively impacted only Internet use. Finally, this paper provides implications for marketers and suggestions for future research.
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Stephanie P Thomas, Karl B. Manrodt and Jacqueline K. Eastman
– The purpose of this paper is to explore how the history of a supply chain relationship impacts expectations concerning negotiation strategy use.
Abstract
Purpose
The purpose of this paper is to explore how the history of a supply chain relationship impacts expectations concerning negotiation strategy use.
Design/methodology/approach
Following a grounded theory approach, experienced buyers and suppliers were interviewed to enhance understanding of the complexity of supply chain negotiations.
Findings
Qualitative analysis developed a theoretical framework emphasizing the impact of relationship history on negotiation strategy expectations in long-term buyer-supplier relationships. Data supports that previous negotiation interactions build a history between the involved organizations. This relationship history creates expectations. When negotiation strategy use is consistent with expectations, the relationship history will continue to develop in the same manner as it has previously. When negotiation strategy expectations are violated, the relationship impact will differ depending on evidence of an Extrarelational Factor that leads to the strategy change.
Research limitations/implications
Results of this study present a theoretical framework that future research can quantitatively test, which has the potential to open up new streams of research on relationship history and supply chain negotiations.
Practical implications
Results show that buyers and suppliers should consider the strategy expectations of their negotiation partner. When actions are inconsistent with expectations, the effects impact the relationship.
Originality/value
Negotiation research has largely focussed on negotiations as discrete events with economic outcomes. This ongoing buyer-supplier relationship research highlights the impact that previous negotiations (relationship history) have on negotiation expectations. It also explores the relational impact when those expectations are or are not met.
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Abstract
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Jacqueline Kilsheimer Eastman and Rajesh Iyer
This paper aims to test the relationship between millennials’ status motivation and their ecologically conscious consumer behavior (ECCB) and the mediating role of culture…
Abstract
Purpose
This paper aims to test the relationship between millennials’ status motivation and their ecologically conscious consumer behavior (ECCB) and the mediating role of culture influencing this effect.
Design/methodology/approach
A panel of millennials was surveyed using established scales to measure their status motivation, cultural values and ECCB.
Findings
The findings demonstrate status motivation has a positive effect on millennials’ ECCB. The findings indicate that the cultural values of collectivism, power distance and masculinity mediate the relationship between status motivation and ECCB.
Research limitations/implications
This study looked at responses from one generation, millennials, in one country, the USA.
Practical implications
Status motivation can impact ECCB and cultural values mediate this relationship. Status motivation can directly impact ECCB, as well as work positively through the cultural values of collectivism and power distance and negatively through masculinity.
Social implications
The results suggest ECCB for status-motivated millennials is driven by both status motivation and their collectivism, power distance and masculinity. To encourage millennials’ ECCB, public policymakers and marketers should emphasize the social influences of sustainable behaviors and how these behaviors make them stand out from others who are not sustainable and target those who view women as equal to men.
Originality/value
This research examines how millennials’ status motivations impact their ecologically conscious behaviors both directly and through the mediating role of cultural values. This research contributes by answering the call for looking at the influence of cultural values on environmental behaviors. It offers a possible reason for the mixed findings previously in the literature regarding status and sustainability by illustrating status motivations may work both directly and through cultural values in influencing ECCB. Thus, it is one of the first studies to demonstrate culture’s mediating effect in the area of sustainability.
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Hyunju Shin, Jacqueline Eastman and Yuan Li
This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has received…
Abstract
Purpose
This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has received limited research attention in the domains of both consumer-brand relationships and luxury branding, despite its growing size and purchasing power. Therefore, this study highlights the distinctive patterns of Generation Z’s relationship with luxury by identifying their choice of a luxury brand, the nature of the brand relationships, what characterizes these relationships and the internal and external influences that shape these relationships.
Design/methodology/approach
This study used brand collage construction. A total of 56 Generation Z respondents created brand collages that covered 38 different luxury brands. The data from the collages and their accompanying descriptions were evaluated using content analysis.
Findings
This study identifies Generation Z’s unique yet expansive view of luxury that encompasses not only traditional luxury but also masstige and non-traditional luxury brands. Moreover, the findings generally support that Generation Z’s relationships with luxury brands are characterized by “like” rather than “love”; while Generation Z may feel a high level of loyalty toward luxury brands in terms of attitudes and behaviors, they do not necessarily have strong, passionate feelings for them.
Originality/value
The findings of this study offer a comprehensive understanding of Generation Z’s brand relationship with luxury. Luxury marketers need to recognize that for Generation Z consumers, luxury is an integral part of their everyday lifestyle more than a display of success, which is clearly different from previous generations.
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Mertcan Tascioglu, Jacqueline Kilsheimer Eastman and Rajesh Iyer
The purpose of the study is to investigate consumers’ perceptions of status motivations on retailers’ sustainability efforts and whether collectivism and materialism moderate this…
Abstract
Purpose
The purpose of the study is to investigate consumers’ perceptions of status motivations on retailers’ sustainability efforts and whether collectivism and materialism moderate this relationship.
Design/methodology/approach
A quantitative research methodology using survey data was used. Data were collected by administering questionnaires from millennial respondents (n = 386) from the USA and Turkey.
Findings
The results show that cultural value (collectivism) and materialism can serve as moderators of the effects of status motivation and sustainability. The findings indicate that the link between status motivation and sustainability perceptions (both environmental and social sustainability) is stronger for more collectivist consumers. In terms of materialism, while it did not moderate the relationship between status motivation and perceptions of environmental sustainability, it did moderate the relationship between status motivation and perceptions of social sustainability, particularly the uniqueness aspect of materialism.
Research limitations/implications
The stronger link between status motivation and both environmental and social sustainability for collectivists suggests that the bandwagon effect may be impacting their need for status. The stronger link between status motivation and social sustainability for those more materialistic suggests that their need for status may be more impacted by a snob effect as they want to appear unique. The use of college students is a limitation of this study, and future research needs to explore a wider range of age groups to determine if there are generational differences. Additionally, future research could examine other cultural dimensions such as power distance and masculinity versus femininity.
Practical implications
Findings from this research provide insights for retailers, especially those targeting the status and luxury market when developing their sustainability plans. An interest in sustainability may aid consumers in meeting their need for status, particularly for those status consumers who are more collectivist, as a means to fit in with their group. For more materialistic consumers, retailers may want to focus more on unique social sustainability efforts that are more publicly noticeable.
Social implications
Social sustainability, a topic not studied as frequently as environmental sustainability, has significant implications for consumers. The findings suggest that the link between status motivation and social sustainability is stronger for collectivists, suggesting a bandwagon effect. Additionally, the authors find that the link between status motivation and social sustainability is stronger for materialists, particularly the uniqueness dimension of materialism, suggesting a snob effect.
Originality/value
The originality of this study lies in the exploration of how status motivation impacts consumers’ perceptions of retailers’ environmental and social sustainability efforts and if these relationships are moderated by collectivism and materialism. Few studies have examined social sustainability, especially in terms of culture.
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