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Article
Publication date: 13 December 2021

Saeedeh Rezaee Vessal and Judith Partouche-Sebban

Over the past two decades, a large body of research has examined the effect of the awareness of the inevitability of death on consumption behaviours. However, the…

Abstract

Purpose

Over the past two decades, a large body of research has examined the effect of the awareness of the inevitability of death on consumption behaviours. However, the literature has shed little light on the effect of mortality salience (MS) on elderly individuals. The present research specifically aims to challenge the effect of MS on status consumption among elderly individuals.

Design/methodology/approach

Two experiments were conducted among individuals over 50. The experiments manipulated MS to test its effect on status consumption.

Findings

The results demonstrate that MS positively influences the preference for status products among elderly individuals (experiment 1) and that this effect is less pronounced as elderly individuals age (experiment 2). Subjective age bias, defined as the potential gap between chronological age and subjective age, negatively moderates this effect (experiment 2).

Practical implications

Luxury marketers need to pay attention to generational cohorts rather than other demographic variables in the segmentation of their market. Moreover, subjective age may be a better segmentation variable for marketers than objective variables such as chronological age.

Originality/value

This research provides insights that support a better understanding of status consumption among elderly individuals and the role of subjective ageing in this process.

Details

Journal of Organizational Change Management, vol. 35 no. 1
Type: Research Article
ISSN: 0953-4814

Keywords

Article
Publication date: 6 February 2020

Judith Partouche, Saeedeh Vessal, Insaf Khelladi, Sylvaine Castellano and Georgia Sakka

The purpose of this paper is to investigate the effects of cause-related marketing (CRM) campaigns on consumer purchase behavior among French millennials contrasted with…

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Abstract

Purpose

The purpose of this paper is to investigate the effects of cause-related marketing (CRM) campaigns on consumer purchase behavior among French millennials contrasted with their international counterparts. Based on the regulatory-focus theory, the influence of the types of arguments and products is tested on French millennials’ attitudes, intentions and behaviors in the context of CRM campaigns.

Design/methodology/approach

Three experimental studies among French millennials examine the effects of a CRM campaign vs non-CRM one on purchase behavior (study 1) through varying the formulation of the argument (promotion or prevention – study 2) and the nature of the advertised product (utilitarian or hedonic – study 3).

Findings

The results reveal French millennials’ favorable attitude and greater purchase intention for products carrying CRM messages, displaying similarities with American and Dutch millennials. When exposed to CRM advertising with promotion messages for hedonic products, French millennials, similarly to their South African and American counterparts, show greater purchase intentions, exhibiting cause sensitivity with hedonic products to reach aspirational goals.

Research limitations/implications

Inconsistent findings related to French millennials’ willingness to pay are linked to possible message formulation and product nature biases. The study contributes to the CRM literature by bridging regulatory focus and product type in a CRM campaign context, while contrasting millennials’ perceptions from diverse countries.

Practical implications

To improve CRM effectiveness toward millennials, firms must ensure the consistency between the causes, types of messages and products.

Social implications

CRM campaign efficiency is enhanced when promoted by brands, thereby increasing millennials’ engagement toward the causes.

Originality/value

This paper is the first to explore, in a single study, CRM campaign regulatory focus and product type among French millennials compared with their international counterparts.

Details

International Marketing Review, vol. 37 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 4 June 2021

Judith Partouche-Sebban, Saeedeh Rezaee Vessal and Fabian Bernhard

This study aims to explore the effect of value co-creation among health-care professionals and in a business-to-business (B2B) context on the involved individuals and the…

Abstract

Purpose

This study aims to explore the effect of value co-creation among health-care professionals and in a business-to-business (B2B) context on the involved individuals and the organization. More precisely, the effect of co-creation behaviors on the well-being of individuals, their work performance and team resilience are investigated.

Design/methodology/approach

A quantitative research design was adopted. The data collection was performed through a mail survey of a sample of 96 professionals at a cancer health-care institution in France in which several medical and paramedical providers work together to maximize service options. Linear regressions were conducted using SPSS to analyze the data.

Findings

The results highlight the positive outcomes of an active co-creation process on individual well-being, work performance and team resilience and emphasize its limits.

Originality/value

The originality of this study lies in studying co-creation in the context of the health-care service sector, among health-care professionals and from a B2B perspective. Adopting an inter-organizational frame, this study clarifies the positive and negative effects of co-creation from both personal and organizational aspects.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 8
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 30 September 2013

Karim Errajaa, Judith Partouche and Vincent Dutot

The role of nostalgia in consumers’ lives and its application in the design of marketing strategies has been highlighted in prior research. However, the role of nostalgia…

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Abstract

Purpose

The role of nostalgia in consumers’ lives and its application in the design of marketing strategies has been highlighted in prior research. However, the role of nostalgia as well as the consumers’ nostalgic inclination in the development of new products has not been investigated yet, either for existing products or new ones. Hence, the purpose of this paper is to underline and understand the collaborative process of value co-creation for both actors (companies and consumers) in the development of nostalgic new products.

Design/methodology/approach

A double methodology was used through a netnographic study (which is inspired by ethnography) and semi-directed interviews. Concerning the netnographic approach, the data collection were conducted on both general and specialized social networks, web sites and forums. The semi-directed interviews were conducted among 12 individuals. The verbatim were analyzed through a content thematic analysis. The use of both methodologies helped to underline recurrent and complementary findings.

Findings

The analysis highlights four main results: first, the main criteria for selection and purchase of products and services; second, the perception and dimensions of nostalgia; third, the link between nostalgia and consumption; and finally, the relationship between nostalgic experiences and the co-creation process.

Originality/value

This research is the first to study the value of the co-creation process for the development of nostalgic new products.

Details

European Journal of Innovation Management, vol. 16 no. 4
Type: Research Article
ISSN: 1460-1060

Keywords

Content available
Article
Publication date: 21 June 2022

Francesco Schiavone and Daniele Leone

258

Abstract

Details

Journal of Business & Industrial Marketing, vol. 37 no. 8
Type: Research Article
ISSN: 0885-8624

Content available

Abstract

Details

European Journal of Innovation Management, vol. 16 no. 4
Type: Research Article
ISSN: 1460-1060

Content available
Article
Publication date: 3 December 2020

Demetris Vrontis and Alkis Thrassou

Abstract

Details

International Marketing Review, vol. 37 no. 5
Type: Research Article
ISSN: 0265-1335

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