Search results

1 – 10 of over 2000
Article
Publication date: 31 January 2018

Caspar Krampe, Enrique Strelow, Alexander Haas and Peter Kenning

This study is the first to examine consumer’s neural reaction to different merchandising communication strategies at the point-of-sale (PoS) by applying functional near-infrared…

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Abstract

Purpose

This study is the first to examine consumer’s neural reaction to different merchandising communication strategies at the point-of-sale (PoS) by applying functional near-infrared spectroscopy (fNIRS). By doing so, the purpose of this study is to extend consumer neuroscience to retail and shopper research.

Design/methodology/approach

Two experiments were conducted in which 36 shoppers were exposed to a realistic grocery shopping scenario while their brain haemodynamics were measured using mobile fNIRS.

Findings

Results revealed that mobile fNIRS appears a valid method to study neural activation of the prefrontal cortex (PFC) in the field of “shopper neuroscience”. More precisely, results demonstrated that the orbitofrontal cortex (OFC) might be crucial for processing and predicting merchandising communication strategy effectiveness.

Research limitations/implications

This research gives evidence that certain regions of the PFC, in particular the OFC and the dorsolateral prefrontal cortex (dlPFC), are crucial to process and evaluate merchandising communication strategies.

Practical implications

The current work opens a promising new avenue for studying and understanding shopper’s behaviour. Mobile fNIRS enables marketing management to collect neural data from shoppers and analyse neural activity associated with real-life settings. Furthermore, based on a better understanding of shoppers’ perceptual processes of communication strategies, marketers can design more effective merchandising communication strategies.

Originality/value

The study is the first to implement the innovative, mobile neuroimaging method of fNIRS to a PoS setting. It, therefore, opens up the promising field of “shopper neuroscience”.

Details

European Journal of Marketing, vol. 52 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 14 September 2012

HaeJung Kim

This study aims to understand the multifaceted fashion‐brand experience. By identifying the constructs and conceptualizing the building process of fashion‐brand experience, this…

11413

Abstract

Purpose

This study aims to understand the multifaceted fashion‐brand experience. By identifying the constructs and conceptualizing the building process of fashion‐brand experience, this study also aims to demonstrate the cognitive, affective, and behavioral brand experience dimensions in accordance with the customer‐based brand equity hierarchy. In addition, by comparing two rivaling fashion brands, this study seeks to empirically depict the exclusivity of the Korean apparel market.

Design/methodology/approach

Based on three studies conducted in South Korea, the fashion‐brand experience scale was validated. Confirmatory factor analysis and structural equation modeling revealed that the scale consisted of brand awareness, brand performance, brand imagery, customer judgments, customer feelings, and customer‐brand resonance according to cognitive, affective and, behavioral brand experience dimensions. Additionally, the brand effect was controlled by comparing the composition of the two brands.

Findings

Fashion‐brand experience highlights the robust affective dimension that is created via the relational extension of brand imagery, customer feelings, and customer‐brand resonance. In addition, as a condition necessary for affective experience, the cognitive brand judgment is created by a credible opinion related to brand performance. On a comparison of the disparity of hypothetical relationships between brands, it may be inferred that Polo proffers both cognitive judgments and affective feelings prior to the resonance experience, while Giordano augments the affective experience by engaging exclusive customer feelings.

Research limitations/implications

Structural relationships among six dimensions of brand experience may vary when different product categories and brands are compared. To improve the generalization of empirical findings, varied consumer samples should be employed, and other control effects, such as personal and cultural factors, should be considered.

Originality/value

To provide insight into the transition of a fashion‐brand experience toward the global consumer experience archetype, this study underscores the unique nature and dimensional structure of fashion‐brand experience by theorizing a customer‐based brand equity approach.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 16 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 1 April 2002

J.A.F. Nicholls, Fuan Li, Carl J. Kranendonk and Sydney Roslow

The present study investigates changes in the shopping behavior of today’s mall patrons as opposed to those in the early 1990s. Data collected in the sample surveys included…

2712

Abstract

The present study investigates changes in the shopping behavior of today’s mall patrons as opposed to those in the early 1990s. Data collected in the sample surveys included respondents’ demographic attributes, shopping motivations, situational factors, and purchase behaviors. Although no differences were found between the demographics of the respondents in the earlier and later periods, we discovered significant differences in shopping patterns and purchase behaviors. Compared with the shoppers in the early 1990s, today’s mall patrons tend to be more leisure driven, they have a greater concern for merchandise selection, and they visit the mall less often but make more purchases per visit. The findings also reveal that situational variables are more likely to have an impact on shoppers’ purchase decisions today than they did before. Based on the study’s findings, we suggest a number of pragmatic strategies to aid store and mall managers in their marketing efforts with regard to consumers today.

Details

Journal of Consumer Marketing, vol. 19 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 27 April 2012

Stephen Brown, Pierre McDonagh and Clifford Shultz

Dark marketing is the “the application or adaptation of marketing principles and practices to domains of death, destruction and the ostensibly reprehensible”. This paper examines…

5647

Abstract

Purpose

Dark marketing is the “the application or adaptation of marketing principles and practices to domains of death, destruction and the ostensibly reprehensible”. This paper examines the nature, character and extent of dark marketing, noting that it is made manifest in manifold shapes and forms.

Design/methodology/approach

Primarily a conceptual paper, this article includes several mini case studies – exemplars, rather – of dark marketing's many and varied expressions.

Findings

The paper considers the scale and scope of dark marketing, and endeavours to classify both. Dark marketing is discernible at micro, meso and macro scales. Its scope consists of four shades or degrees of darkness, entitled light dark marketing, slight dark marketing, quite dark marketing and night dark marketing. An evolutionary trend in the direction of darkness is also noted.

Research limitations/implications

The paper is a think piece, not an empirical analysis. It is, therefore, a first step rather than a definitive statement.

Practical implications

Practitioners and academics are inclined to regard marketing in a positive light, as a force for the good. Crusading journalists and certain social scientists see it as the spawn of the devil. This article argues that the dark and light aspects of marketing are inextricably intertwined.

Originality/value

The paper provides food for thought, a markedly different way of thinking about marketing and its place in the world.

Details

European Business Review, vol. 24 no. 3
Type: Research Article
ISSN: 0955-534X

Keywords

Book part
Publication date: 20 August 2016

Mary Shelman, Damien McLoughlin and Mark Pagell

This chapter presents the case study of Origin Green, the Irish food industry’s national program that committed the entire supply chain to meet sustainability targets and…

Abstract

Purpose

This chapter presents the case study of Origin Green, the Irish food industry’s national program that committed the entire supply chain to meet sustainability targets and simultaneously branded the efforts and outcomes to increase demand for Irish food products. The brand creation is discussed under headings of building predictability, creating innovative capacity, and facilitating an intimate relationship.

Methodology/approach

The chapter describes supply chain risk mitigation, brand development, and the relationship between the two, proposing that they should be regarded as simultaneous rather than separate processes. This is followed by the case history of Origin Green.

Findings

The literatures on risk mitigation and brand equity development are extended by suggesting that the development of each should be regarded as simultaneous rather than consecutive activities.

Practical implications

The chapter outlines a program for national branding and sustainability and an insight on risk mitigation and branding that should be of interest to policymakers designing such programs and senior leaders considering involvement.

Originality/value

This chapter will be useful to policymakers considering national or industry-wide initiatives. Further, the chapter demonstrates the opportunity and challenges of systemic approaches to sustainability. The opportunity to brand nations and systems and the need to simultaneously build supply chain and brand for such is an original insight that is of value to strategy and planning. Similarly, at firm level, removing risk from the supply chain and building a brand would be of value.

Details

Organizing Supply Chain Processes for Sustainable Innovation in the Agri-Food Industry
Type: Book
ISBN: 978-1-78635-488-4

Keywords

Article
Publication date: 13 September 2019

Billy Sung, Nicholas J. Wilson, Jin Ho Yun and Eun Ju LEE

Neuroimaging technologies such as electroencephalogram and magnetic resonance imaging allow us to analyze consumers’ brains in real time as they experience emotions. These…

2872

Abstract

Purpose

Neuroimaging technologies such as electroencephalogram and magnetic resonance imaging allow us to analyze consumers’ brains in real time as they experience emotions. These technologies collect and integrate data on consumers’ brains for big data analytics. The purpose of this paper is to identify new opportunities and challenges for neuromarketing as an applied neuroscience.

Design/methodology/approach

The authors discuss conceptual and methodological contributions of neuromarketing based on studies that have employed neural approaches in market-related investigations, explaining the various tools and designs of neuromarketing research. The authors identify marketing-related questions to which neuroscientific approaches can make meaningful contributions, evaluating several challenges that lie ahead for neuromarketing.

Findings

The authors summarize the contributions of neuromarketing and discuss synergistic findings that neuromarketing has the potential to yield.

Research limitations/implications

The authors ask: do consumers’ self-reported choices and their neural representations tell different stories?; what are the effects of subtle and peripheral marketing stimuli?; and can neuromarketing help to reveal the underlying causal mechanisms for perceptual and learning processes, such as motivation and emotions?

Practical implications

The authors identify marketing-related questions to which neuroscientific approaches can make meaningful contributions, evaluating several challenges that lie ahead for neuromarketing.

Originality/value

To the best of the authors’ knowledge, no current review has identified avenues for future research in neuromarketing and the emerging challenges that researchers may face. The current paper aims to update readers on what neuroscience and other psychophysiological measures have achieved, as well as what these tools have to offer in the field of marketing. The authors also aim to foster greater application of neuroscientific methods, beyond the more biased/post-test methods such as self-report studies, which currently exist in consumer research.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 28 November 2022

Daniel Almaguer Buentello, Aurore Bardey and Jekaterina Rogaten

Our study explored and mapped cisgender female consumers' motivation and shopping experience for cross-sexual fashion, i.e. people shopping for clothes that are not designed or…

Abstract

Purpose

Our study explored and mapped cisgender female consumers' motivation and shopping experience for cross-sexual fashion, i.e. people shopping for clothes that are not designed or marketed for their biological sex.

Design/methodology/approach

Using a qualitative method, this study explored and mapped consumers' motivation and shopping experience for cross-sexual fashion. Thirteen cisgender female millennials were interviewed about their memories and perceptions of their pre-purchase, purchase and post-purchase experiences.

Findings

The findings defined the model of cross-sexual shopping behaviour in cisgender women with the following: (1) two pre-purchase schemes, i.e. fashioned gender schema and nonconformity motivation; (2) one pivotal and main purchase factor, i.e. time invested in the experience itself; and (3) two post-purchase schemes, i.e. use for comfort and use for protection. Practical marketing approaches in advertising and in-store experiences were identified in order to better target cross-sexual consumers.

Originality/value

Unisex fashion (or degendered fashion) has pioneered a fashion trend considered a growing trend in younger generations. To our knowledge, this study is the first research exploring regendered fashion (i.e. going beyond the cisgender and same-sex purchase approach of fashion consumerism) through the lens of cross-sexual consumer behaviour.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 27 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 1 May 2005

Elena Delgado‐Ballester and José Luis Munuera‐Alemán

The most recent literature on competitive advantage views brand equity as a relational market‐based asset because it arises from the relationships that consumers have with brands…

41432

Abstract

Purpose

The most recent literature on competitive advantage views brand equity as a relational market‐based asset because it arises from the relationships that consumers have with brands. Given the fact that trust is viewed as the corner‐stone, as well as one of the most desirable qualities in any relationship, the objective of this study is to analyze the importance of brand trust in the development of brand equity. Specifically, the paper examines the relationships network in which brand trust is embedded.

Design/methodology/approach

A quantitative methodology was adopted. The data are based on a survey conducted in a region in the south‐eastern part of Spain, resulting in 271 surveys.

Findings

The findings reveal that brand trust is rooted in the result of past experience with the brand, and it is also positively associated with brand loyalty, which in turn maintains a positive relationship with brand equity. Furthermore, the results suggest that, although brand trust does not play a full mediating role as suggested by Morgan and Hunt, it contributes to a better explanation of brand equity.

Originality/value

These results have significant implications. The fact that brand equity is best explained when brand trust is taken into account reinforces the idea that brand equity is a relational market‐based asset. Therefore, branding literature may be enriched through the integration with the literature on the resource‐based‐view of the firm. From a practical point of view, companies must build brand trust in order to enjoy the substantial competitive and economic advantages provided by brand equity as a relational, market‐based asset.

Details

Journal of Product & Brand Management, vol. 14 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 September 1998

Gaynor Lea‐Greenwood

This paper outlines recent research which demonstrates that the re‐naming of display as visual merchandising has led to centralisation and professionalism of the function…

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Abstract

This paper outlines recent research which demonstrates that the re‐naming of display as visual merchandising has led to centralisation and professionalism of the function. Centralisation of visual merchandising has given the function a strategic profile which has to date been neglected within the literature. The move towards centralisation and therefore increased professionalisation and sophistication of the creative process is discussed and includes the following benefits outlined by the respondents: (1) communicating a cohesive brand image; (2) differentiating the offer from the competition; (3) integrating promotional effort across the brand; (4) increasing availability of technology to facilitate the process. The paper concludes with future research avenues and recommendations.

Details

International Journal of Retail & Distribution Management, vol. 26 no. 8
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 11 June 2018

Changju Kim, Katsuyoshi Takashima and Stephen Newell

The purpose of this paper is to develop and empirically test a model investigating the relationship among inter-departmental communication, buyer innovativeness, and retail…

Abstract

Purpose

The purpose of this paper is to develop and empirically test a model investigating the relationship among inter-departmental communication, buyer innovativeness, and retail competitiveness. The authors also explore whether a retail strategy of supply base diversification for managing suppliers moderates the association between innovativeness and competitiveness.

Design/methodology/approach

Hypotheses were tested using a structural equation model and survey data drawn from general merchandise managers of 149 supermarket retailers in Japan.

Findings

The results indicate that inter-departmental communication between merchandising and store divisions drives innovativeness among retail buyers and ultimately strengthens firm competitiveness. Moreover, when buyer innovativeness is evident and less actively the retail buyers utilize supply base diversification, the stronger is the retailer’s competitiveness. The study failed to find any direct impact of inter-departmental communication on retail competitiveness.

Practical implications

This study offers managerial insights into the roles that buyer innovativeness, inter-departmental communications, and supply base diversification play in developing effective competitive strategies.

Originality/value

This study makes two key contributions. First, it is novel in using inter-departmental communication to explain the antecedents of buyer innovativeness. Second, drawing on the power-dependence theory, the authors extend the well-established innovativeness-performance linkage by exploring the moderation effect of supply base diversification.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

1 – 10 of over 2000