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1 – 10 of 13Martin Hernani-Merino, Juan G. Lazo Lazo, Alvaro Talavera López, José Afonso Mazzon and Gisella López-Tafur
Companies that wish to market a global brand need to develop a greater understanding of consumers' and potential consumers' susceptibility to global consumer culture (SGCC) with a…
Abstract
Purpose
Companies that wish to market a global brand need to develop a greater understanding of consumers' and potential consumers' susceptibility to global consumer culture (SGCC) with a view to standardizing/adapting their brand according to the desires and preferences of the consumers who belong to specific segments of global consumers. Thus, the aim of the study is to fill a joint segmentation research gap within and between countries based on seven dimensions of SGCC while classifying consumers according to the degree of belonging to specific and hybrid (global citizenship) segments.
Design/methodology/approach
A questionnaire was applied online in English in five countries across the Americas and Europe resulting in a sample of 412 consumers. Based on the fuzzy C-means cluster analysis, the study segments the sample of consumers according to the degree of belonging to specific and global citizenship segments.
Findings
Analysis of survey results show three groups; two distinct groups and a third with features of both, a distinct intersection group. These findings suggest that consumers in different countries develop beliefs and attitudes about global citizenship, and this perspective coincides with the characteristics of the intersection group. Consequently, the study shows that fragmentation of the needs of consumers exists within and between countries.
Originality/value
This study contributes to the concept of global citizenship, helping managers of global brands improve their marketing strategy decisions by implementing strategies that are standardized or adapted to specific hybrid segments of consumers that transcend national borders. This study used a statistical method to measure the degree of belonging to each segment.
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Martin Hernani-Merino, Christian Fernando Libaque-Saenz and Jorge Dávalos
This study aims to propose and empirically validate a framework of antecedents and consequences of customer inspiration.
Abstract
Purpose
This study aims to propose and empirically validate a framework of antecedents and consequences of customer inspiration.
Design/methodology/approach
This study consisted of a survey administered to consumers who are current users of Samsung or Apple electronic devices. The survey targeted only users who had some level of university studies to homogenize the sample’s characteristics. The data were analyzed using structural equation modeling.
Findings
Results support the two-step nature of customer inspiration, with “inspired by” (activation) as the first step followed by “inspired to” (intention). In addition, the results highlighted the role of brand experience and openness to experience as antecedents to customer inspiration, while customer satisfaction, brand engagement in self-concept, brand affect, word of mouth and repurchase intention were validated as its consequences.
Originality/value
This study aids understanding of the role of customer inspiration as a conceptual and empirical construct in consumer behavior by including brand experience as an inspiration stimulus, as well as other constructs that relate to inspiration. This study also describes possible strategic implications when using brands of electronic devices as sources of inspiration.
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Marcelo Lisboa Pereira, Martin de La Martinière Petroll, João Coelho Soares, Celso Augusto de Matos and Martin Hernani-Merino
This study investigates impulse buying as a consumer behaviour outcome in omnichannel retail through the stimulus-organism-response (S-O-R) theory. For such, the authors addressed…
Abstract
Purpose
This study investigates impulse buying as a consumer behaviour outcome in omnichannel retail through the stimulus-organism-response (S-O-R) theory. For such, the authors addressed convenience and channel integration as the stimuli, the relationship among consumer empowerment, trust, satisfaction, and perceived value as the organism, and impulse buying as the response.
Design/methodology/approach
An online survey was conducted with 229 customers of a Brazilian retailer that adopts the omnichannel strategy. Data were analysed by partial least squares structural equation modelling (PLS-SEM).
Findings
Channel integration and convenience had a positive influence on consumer empowerment which, in turn, influenced customer satisfaction and trust, producing direct and indirect effects on their perception of value relative to the retailer. In addition, impulsive buying was significantly influenced by perceived value.
Practical implications
The results indicate that retailers that use the omnichannel strategy need to be alert to the factors mentioned above. The study empirically demonstrates that investing in channel integration increases customer empowerment, which will significantly improve customer trust and satisfaction and, eventually, customer impulse buying from the retailer.
Originality/value
This work contributes to the literature on marketing and consumer behaviour by identifying factors that influence consumers' impulse buying behaviour in the context of omnichannel retail. It suggests that impulse buying may be a relevant variable to understand the reaction of consumers empowered by the integration of the marketing channels and the convenience offered to them in an omnichannel retail environment.
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Jorge Tello-Gamarra, David Jesus Mayorga Gutierrez, Martin Hernani-Merino and Julio Zevallos
In general, it is believed that firms belonging to the high technological intensity stratum have a more innovation capability. However, evidence has begun to appear in the…
Abstract
Purpose
In general, it is believed that firms belonging to the high technological intensity stratum have a more innovation capability. However, evidence has begun to appear in the literature demonstrating that firms in the low-tech stratum also have the innovation capability. This paper seeks to solve this dilemma. Through an analysis of industrial firms in an emerging country, this study aims to identify the existence of innovation capability in all strata of technological intensity.
Design/methodology/approach
The authors empirically assessed the impact of innovation capability on the performance of firms in all strata of technological intensity. The authors studied a sample of 910 firms from different industries and technology intensities operating in Peru, by applying a partial least squares structural equation model (PLS-SEM).
Findings
This study obtained three important findings. First, the authors show that innovation capability is present in all strata of technological intensity. Second, innovation capability differs according to the technological stratum. Third, firms in the lowest technological stratum can use more capabilities than those in the other strata.
Originality/value
This study pioneers the empirical analysis of innovation capability and technological intensity simultaneously to verify that innovation capability exists in the four strata of technological intensity.
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Martin Hernani-Merino and Jorge Tello-Gamarra
The aim of this study is to identify and analyze empirical evidence, which verifies the existence of the transactional capability construct in firms of financial systems in two…
Abstract
Purpose
The aim of this study is to identify and analyze empirical evidence, which verifies the existence of the transactional capability construct in firms of financial systems in two different countries.
Design/methodology/approach
This study investigates how the dimensions, and sub dimensions, of the transactional capability construct are reflected in the design of contracts. When analyzing the information from personal consumption loan contracts of nine Spanish firms and ten Peruvian firms in the financial system of each country, generalizable evidence of the transactional capability can be identified.
Findings
The main result of this study is the identification of empirical evidence that proves the existence of transactional capability in financial markets with different characteristics.
Research limitations/implications
This study was limited by a lack of similar research, which hampered the task of identifying and defining the dimensions that form the transactional capability construct.
Originality/value
The identification of transactional capability was based on the analysis of contracts of personal credit consumption in the Peruvian and Spanish financial systems.
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Ricardo Machado Leo, Guilherme Freitas Camboim, Ariane Mello Silva Avila, Fernanda Maciel Reichert and Paulo Antônio Zawislak
This paper aims to identify the winning combination of innovation capabilities for selected Brazilian agribusiness firms along different value chain links.
Abstract
Purpose
This paper aims to identify the winning combination of innovation capabilities for selected Brazilian agribusiness firms along different value chain links.
Design/methodology/approach
Adopting a quantitative approach, the authors analyzed the relationship between innovation capabilities and innovative performance of 300 agribusiness firms through a multi-regression technique.
Findings
The results showed that transaction, management and development capabilities can improve agribusiness firms’ performance in underdeveloped value chains.
Research limitations/implications
For future research, the authors recommend analyzing further links such as traders and retailers to find the innovation capability for the entire agribusiness value chain.
Practical implications
Upstream firms should adopt new management techniques and tools, efficiently using their resources, while downstream firms should absorb and transform new technologies into products and processes.
Social implications
The authors suggest formulating public policies that propose the recombination of innovation capabilities to organize agribusiness firms and avoid commodity-oriented market dependence.
Originality/value
The literature on agribusiness explains innovation at the chain level, based primarily on scientific advancements rather than on innovation at the firm level. In this sense, this study provides empirical evidence that can help boost innovation in agribusiness firms.
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Javier Cantillo, Juan Carlos Martin and Concepción Román
The purpose of this investigation is to develop a hybrid fuzzy TOPSIS methodology in order to understand in a practical and integrated way, the consuming and buying behavior of EU…
Abstract
Purpose
The purpose of this investigation is to develop a hybrid fuzzy TOPSIS methodology in order to understand in a practical and integrated way, the consuming and buying behavior of EU residents towards Fishery and Aquaculture Products (FAPs), with an emphasis in the consumption and buying frequency.
Design/methodology/approach
Data were obtained from the Special Eurobarometer Survey (European Union, 2018b), which is a survey of 27,732 EU residents with different socio-demographic characteristics that represent the 28 EU countries. A hybrid fuzzy TOPSIS methodology that synthesizes the consuming and buying behavior of the EU residents toward FAPs was developed.
Findings
The results show that among the countries, Spain has the highest consumption and buying patterns of FAPs, while among the generations it corresponds to the residents born between 1928 and 1945. In addition, there are important differences that depend on the country of residence as well as the generation of the residents. The elasticity analysis evidenced that marketing strategies would have the biggest impact in the countries located in the Central-Eastern zone of the EU and on the generation formed by the people born after 1980.
Originality/value
Although in the literature there are many studies that aimed to understand the behavior of consumers for FAPs, few investigations have focused on analyzing and integrating both the consumption and buying behavior, and to our best knowledge, there are no studies providing a methodology that allow making comparisons between different countries regarding the consumption and buying behavior of FAPs.
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Ana Isabel Polo Peña, Dolores María Frías Jamilena and José Alberto Castañeda García
The purpose of this paper is to validate market orientation (MO) and business results scales in an area of significant interest for the literature: namely, service firms of a…
Abstract
Purpose
The purpose of this paper is to validate market orientation (MO) and business results scales in an area of significant interest for the literature: namely, service firms of a small and micro‐scale in a market sharing many similarities with Latin America (cultural, social and economic), specifically the Spanish rural tourism market.
Design/methodology/approach
On the basis of a literature review covering works specializing in MO and its impact on the service sector, and in the characteristics of small‐ and micro‐sized service firms (SMSF), a qualitative and a quantitative study are carried out in Spain, at a national level.
Findings
The results validate the scales and identify that MO comprises the following dimensions: information‐gathering, dissemination of information, and response to the market. The validated business results scale includes economic/financial results and others of a more personal nature linked to the entrepreneur business owner.
Practical implications
The work provides knowledge regarding the activities undertaken by SMSF in the area of MO. Professionals from the small‐ and micro‐sized service sector can use this knowledge to plan and design market‐focussed actions that will lead to improved business performance.
Originality/value
The work validates MO and business results scales that have been widely studied throughout the literature but that leave a significant gap in the case of SMSF operating in Latin American countries. The business base in these countries comprises a large percentage of such small‐scale operations.
Objetivo
El objetivo de este trabajo es validar las escalas de orientación al mercado y de consecución de resultados empresariales en un ámbito de interés para la literatura como es el de las empresas de servicios de tamaño pequeño y micro en contexto próximos al de Iberoamérica, como es el sector del turismo rural en el ámbito español.
Metodología
A partir de la revisión de la literatura especializada en orientación al mercado, su impacto en el sector servicios y en las características de las empresas de servicios pequeñas y micro, se lleva a cabo un estudio cualitativo y un estudio cuantitativo a nivel nacional en España.
Resultados
Los resultados alcanzados permiten validar las escalas e identificar que la orientación al mercado queda integrada por las dimensiones de captación de información, diseminación de la información y respuesta hacia el mercado. Por otra parte, los resultados empresariales incluyen resultados económico‐financieros y otros de carácter personal vinculados al empresario.
Implicaciones prácticas
Este trabajo aporta un mayor conocimiento en relación con las actividades que las empresas de servicios pequeñas y micro pueden llevar a cabo para orientarse al mercado. Este conocimiento puede ser utilizado por los profesionales del sector al planear y diseñar las acciones de mercado de sus empresas, conduciendo a un mayor desempeño de la actividad empresarial.
Originalidad
La orientación al mercado y sus efectos en empresas de servicios pequeñas y micro en un contexto próximo al iberoamericano como es el de España difiere con respecto a otros ámbitos de aplicación más generales. El conjunto de aspectos considerados en este trabajo, permiten llevar a cabo una adecuada aplicación empírica en esta área donde en la revisión de la literatura aparece una carencia de trabajos empíricos.
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Chia-Lin Hsu, Li-Chen Yu, Wei-Feng Tung and Kwen-Wan Chen
This study broadens the understanding of how omnichannel service convenience, shopping value and channel congruence affect customer perceived trust and satisfaction and, in turn…
Abstract
Purpose
This study broadens the understanding of how omnichannel service convenience, shopping value and channel congruence affect customer perceived trust and satisfaction and, in turn, affect selection intention after an omnichannel shopping experience.
Design/methodology/approach
Target participants were recruited based on previous purchases from the Japanese clothing brand Uniqlo. A questionnaire was distributed via social media. In total, 341 valid responses were collected for structural equation modelling (SEM).
Findings
The results revealed that in omnichannel shopping context, perceived trust and satisfaction are positively affected by service convenience and shopping value and are especially affected by channel congruence. Further analysis showed that perceived trust and satisfaction have a positive effect on omnichannel selection intention, with satisfaction playing a mediating role in the relationships of omnichannel service convenience, shopping value and channel congruence with omnichannel selection intention.
Originality/value
This study contributes to the literature on omnichannel customer behaviour by shedding light on the antecedents of intention to select omnichannel retailers from the customer’s perspective.
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Guilherme Juliani de Carvalho, Marcio Cardoso Machado and Victor Silva Correa
This study uses the antecedents, decisions and outcomes (ADO) framework to identify how perceived risks and benefits relate to the omnichannel strategy and influence consumer…
Abstract
Purpose
This study uses the antecedents, decisions and outcomes (ADO) framework to identify how perceived risks and benefits relate to the omnichannel strategy and influence consumer behavior.
Design/methodology/approach
A systematic review was conducted on 111 articles (2014–2023) on Scopus using NVivo® software for content analysis.
Findings
The literature on omnichannel is fragmented between journals and lines of research, making it difficult to identify influential journals in the area and preventing effective convergence. When the perception of risk is greater than the perception of benefits, companies must understand how to mitigate the risk, so that the adoption of an omnichannel strategy is not canceled.
Research limitations/implications
The review is limited to one database and does not consider specific products/services or consumer profiles.
Originality/value
This review broadens understanding of omnichannel from a perspective neglected by researchers, namely risks and benefits and their impacts on organizational results. The model will clarify how the literature on omnichannel has evolved and instigate new research.
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