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Article
Publication date: 24 May 2022

Vitor Lima, Marco Tulio Zanini and Hélio Arthur Reis Irigaray

This research investigates and conceptualizes non-dyadic human–robot interactions (HRI).

Abstract

Purpose

This research investigates and conceptualizes non-dyadic human–robot interactions (HRI).

Design/methodology/approach

The authors conducted a netnographic study of the Facebook group called “iRobot – Roomba,” an online brand community dedicated to Roomba vacuums. Their data analysis employed an abductive approach, which extended the grounded theory method.

Findings

Dyadic portrayals of human–robot interactions can be expanded to consider other actants that are relevant to the consumption experiences of consumer robots. Not only humans but also nonhumans, such as an online brand community, have a meaningful role to play in shaping interactions between humans and robots.

Research limitations/implications

The present study moves theoretical discussions on HRI from the individual level grounded in a purely psychological approach to a more collective and sociocultural approach.

Practical implications

If managers do not have a proper assessment of human–robot interactions that considers different actants and their role in the socio-technical arrangement, they will find it more challenging to design and suggest new consumption experiences.

Originality/value

Unlike most previous marketing and consumer research on human–robot interactions, we show that different actants exert agency in different ways, at different times and with different socio-technical arrangements.

Details

Marketing Intelligence & Planning, vol. 40 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 16 August 2021

Fabricio Stocker, Marco Tulio Zanini and Hélio Arthur Reis Irigaray

This paper aims to investigate the relationship between market orientation (MO) and stakeholder orientation (SO) in sustainable corporate performance, with a focus on…

Abstract

Purpose

This paper aims to investigate the relationship between market orientation (MO) and stakeholder orientation (SO) in sustainable corporate performance, with a focus on environmental, social and governance (ESG) results.

Design/methodology/approach

This research is operationalized by way of a structural equation model (SEM) involving 208 energy companies and covering a worldwide context. Primary data relating to MO and SO were collected by survey questionnaire, while secondary data on sustainable performance were collected from the Global Reporting Initiative (GRI) sustainability report.

Findings

The results reveal that SO not only enhances strategic positioning and activities linked to market intelligence, but also serves as a determining factor of superior performance. The findings provide new insights into how MO is connected with sustainable corporate performance.

Practical implications

The impact of this study leads to improvements in planning marketing and in market intelligence process, which are essential activities of managers and marketing planners. There are also implications for other organizational processes. The authors point out the relevance including multi-stakeholders, whose impact is perceived in the organization's results, and improving relations with them.

Originality/value

The authors' first contribution is empirically examining organizational competence with regard to the MO and marketing intelligence that have the greatest impact on sustainable performance. Second, the authors operationalized the SO construct, which until then had been treated in isolation in the literature.

Details

Marketing Intelligence & Planning, vol. 39 no. 8
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 29 March 2021

Nina Sissel Lucka, Fabio Caldieraro and Marco Tulio Zanini

This study explores the effect of gender stereotyping and issue advocacy on consumer sentiment toward advertising and brands.

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Abstract

Purpose

This study explores the effect of gender stereotyping and issue advocacy on consumer sentiment toward advertising and brands.

Design/methodology/approach

Drawing from the literature, the study hypothesizes about the impact of gender stereotyping and consumer advocacy on consumer sentiment. A behavioral experiment tests the hypotheses and provides support for the main conclusions.

Findings

Results indicate that issue advocacy can cancel the negative effect of traditional female stereotyping. The results also show that demographics are not necessarily the reason why a person favors or condemns stereotyping and advertising; on the contrary, any reaction is far more linked to personal disposition.

Practical implications

The findings of this research have implications for marketing and advertising practice. While the use of issue advocacy is currently trending up, there is still a lack of understanding about its effect on consumers. Gender stereotyping is also being frequently used, but has caused huge backlashes in recent ad campaigns. Marketing and advertising managers can use insights from this research to shape advertising messages that use these two stimuli in order to enable a brand to better connect with its audience and achieve a more desirable outcome.

Originality/value

The paper contributes to the academic discussion about the effectiveness of using gender stereotyping and issue advocacy to drive advertising outcomes. It challenges the idea that the combination of these two advertising approaches is either detrimental or beneficial to the brand.

Details

Marketing Intelligence & Planning, vol. 39 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 15 March 2019

Marco Tulio Zanini, Fernando Filardi, Fábio Villaça, Carmen Migueles and Aline Menezes Melo

The purpose of this paper is to identify the attributes of shopping streets and shopping malls that influence the satisfaction and patronage intention of low-income…

Abstract

Purpose

The purpose of this paper is to identify the attributes of shopping streets and shopping malls that influence the satisfaction and patronage intention of low-income consumers in order to understand the consumers’ preferences when it comes to shopping in these retail agglomerations.

Design/methodology/approach

The study is based on quantitative and qualitative research, including in-depth interviews and focus groups with low-income consumers. The research collected data from 396 consumers at 3 retail agglomerations in Rio de Janeiro, Brazil, and used a structured questionnaire to identify 12 attributes as the factors of the agglomerations’ attractiveness.

Findings

The results show that the items “selection” and “value” affect satisfaction and patronage intention at the same intensity in both shopping streets and shopping malls. However, the item “access” proved to be important for shopping malls, and the item “security” proved to be important for shopping streets. The results indicate that shopping streets have a preference for patronage intentions, despite the greater satisfaction generated by shopping malls. In addition, the study looked at consumers’ opinions on these retail agglomerations.

Originality/value

The research findings help to build a conceptual framework on evolved retail agglomerations in comparison to created retail agglomeration, represented by shopping streets and shopping malls, respectively. The findings allow a broader view of low-income consumption, offering insights so entrepreneurs and companies can direct their efforts to better capture value and improve the supply of products and services. Likewise, these findings will help public policy decision-makers to build and provide infrastructure for the preservation of shopping streets, maintaining this option for the consumer.

Details

Marketing Intelligence & Planning, vol. 37 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 18 July 2019

Marco Tulio Zanini, Fábio Carbone de Moraes, Vitor Lima, Carmen Migueles, Carlos Lourenco and Hélio Arthur Reis Irigaray

The purpose of this paper is to identify how consumer engagement practices shape the dynamics of a soccer club virtual brand community.

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Abstract

Purpose

The purpose of this paper is to identify how consumer engagement practices shape the dynamics of a soccer club virtual brand community.

Design/methodology/approach

A netnographic approach was employed. Using a Python script, more than 7,000 tweets about São Paulo FC soccer club on Twitter were collected and analyzed using the Virtual Brand Community Engagement Practices typology.

Findings

The dynamics of engagement relies on two types of practices: those that comprise the actions of tweeting, retweeting, replying to, mentioning and liking messages from and about the São Paulo FC soccer club profile and those derived from the proposition of Hollebeek et al. (2017). Given the dynamics of Twitter, some practices have performed differently than the original proposal, resulting in a slight adaptation of the framework.

Research limitations/implications

Given the length and the netnographic nature of this study, its findings should be considered exploratory. Future studies can build upon the ideas presented here by researching different contexts and focal objects of engagement.

Practical implications

This paper provides the refinement of social media strategies and content development to make them more efficient and to establish a relevant communication channel with audiences. This knowledge can contribute to a better understanding of goals and metrics.

Originality/value

This paper is based on the behavioral nature of engagement in virtual brand communities, which is an increasing topic of interest. To date, few studies have examined online engagement using a practice approach specifically in the sports marketing context.

Details

Marketing Intelligence & Planning, vol. 37 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 12 October 2020

Jun Kang, Zihe Diao and Marco Tulio Zanini

This study aims to identify appropriate strategies and actions adopted by business-to-business firms to cope with the ongoing COVID-19 crisis.

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Abstract

Purpose

This study aims to identify appropriate strategies and actions adopted by business-to-business firms to cope with the ongoing COVID-19 crisis.

Design/methodology/approach

A review of business-to-business marketing responses to the COVID-19 crisis in China was conducted.

Findings

Nine marketing responses built on core business processes were classified into three categories: (1) embedded in product development management process (stretching product lines to meet urgent needs, expanding product lines to meet urgent needs and adjusting products proactively for emerging needs), (2) built on supply chain management process (coordinating suppliers to meet surging demand, migrating to digital distribution channels and solidarity with supply chain members) and (3) related to customer relationship management process (investing in advertising and promotion, cross-selling to existing customers and supporting customers).

Originality/value

This study contributes to the literature of marketing responses to COVID-19 by examining the cash flows effects of various marketing responses. It also contributes to the business processes based on marketing strategy framework by extending it to the crisis management context. In addition, it provides five practical suggestions for business-to-business firms to cope with the COVID-19 crisis.

Details

Marketing Intelligence & Planning, vol. 39 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 8 April 2020

Maximilian Prell, Marco Tulio Zanini, Fabio Caldieraro and Carmen Migueles

The aim of this study is to investigate the influence of sustainability certifications on consumer preferences. The study investigates whether product certifications have…

Abstract

Purpose

The aim of this study is to investigate the influence of sustainability certifications on consumer preferences. The study investigates whether product certifications have a significant influence on consumer preferences and examines which certificate groups work best from a marketer's perspective for matching the different consumer preferences.

Design/methodology/approach

The study uses a quantitative survey approach, based on a conjoint analysis carried out in the Brazilian juice market.

Findings

The results of 210 respondents indicate that the certifications chosen generally increase the evaluation of products. The effects, however, differ significantly between the three segments identified, especially between the two most important ones that have a combined market share of almost 90%. Our results show that demographic differences between the clusters are only marginal, as are the specific certification preferences, with a small advantage for organic certification.

Research limitations/implications

The certificates chosen serve as an example that represents the various categories. The utility of similar certificates of the same category might be different. The scope of the research is also limited to the market for ready-to-drink juice.

Practical implications

Using a dual targeting strategy, this study makes relevant recommendations for managing product certification. On the one hand, managers should consider a highly priced, certified product and, on the other, a low priced, uncertified product for satisfying identified demands. Decisions with regard to certification differentiation should mostly rely on the specific costs of the process because of limited consumer differentiation.

Originality/value

This study contributes to the literature on the influence that product certification has on consumer preferences by adding to the matter of certificate choice, especially from a marketer's perspective. Resolving this issue is important for facilitating the choice of those certificates that contribute most toward increasing consumer preference. Little research has been conducted into different certification groups and categories or the joint appearance of their different labels. Most of the research being carried out is aimed at the food market in developed countries, particularly in North America and Europe. Research in an emerging economy, therefore, introduces new scientific insights.

Details

Marketing Intelligence & Planning, vol. 38 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 3 May 2019

Vitor Lima, Alessandra Baiocchi Antunes Corrêa, Marco Tulio Zanini, Luís Alexandre Grubits de Paula Pessôa and Hélio Arthur Reis Irigaray

The purpose of this paper is to identify how a city as a brand discursively conceives and articulates relevant meanings in order to build its identity.

Abstract

Purpose

The purpose of this paper is to identify how a city as a brand discursively conceives and articulates relevant meanings in order to build its identity.

Design/methodology/approach

The study follows a discursive semiotic approach using content from the Visit.Rio website and posts from its Facebook page.

Findings

It was possible to organize the values and meanings that structure the Rio de Janeiro brand in the semiotic square. Narrative schemes that concretize the value proposition guided mainly by contemplation and experimentation situations were identified. The discursive construction of the Rio de Janeiro brand is primarily marked by the relation between nature and culture, where contrasting meanings are explored by the City Hall managers.

Research limitations/implications

This study is limited to the analysis of the enunciator (Rio de Janeiro brand managers) in their process of creating and articulating the city’s meanings. Future research could investigate the enunciate (public) perspective.

Practical implications

Managers should consider the discursive approach since it provides a more holistic perspective on the brand-building process. The findings may contribute to the understanding, selection and articulation of the correct meanings that should be communicated to the public in order to make the city a relevant and desirable place to visit.

Originality/value

This paper is based on the concept of a brand as a set of discourses grounded by meanings that are culturally conceived, which, thus, presents itself as a different approach from the traditional one, especially in research on place branding.

Details

Marketing Intelligence & Planning, vol. 37 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 26 July 2013

Marco Tulio Zanini and Michael Musante

The purpose of this paper is to provide insights into the expanding role of trust in the knowledge economy. Specifically it aims to focus on the unique nature of the…

1911

Abstract

Purpose

The purpose of this paper is to provide insights into the expanding role of trust in the knowledge economy. Specifically it aims to focus on the unique nature of the knowledge economy and the importance of informal and social control provided by the development of trust.

Design/methodology/approach

The paper is conceptual and a literature review.

Findings

The intra‐ and inter‐organizational dynamics of the knowledge economy require a unique focus on the development and maintenance of trust. Marketing relationships within and across firms will change and require a renewed emphasis on trust to safeguard the key asset in the knowledge economy, knowledge.

Originality/value

This article adds new insights on organizational trust, specifically under the paradigm of knowledge‐based production systems that characterize a knowledge economy.

Details

Journal of Business & Industrial Marketing, vol. 28 no. 6
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 14 December 2020

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

340

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Major crises like the Covid-19 pandemic can negatively impact on cash flow of small B2B firms. But SMEs affected can address the issue by implementing relevant marketing strategies associated with three key business processes to enhance their crisis management.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Details

Strategic Direction, vol. 37 no. 2
Type: Research Article
ISSN: 0258-0543

Keywords

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