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Article
Publication date: 20 November 2017

Mick Hayes

The purpose of this paper is to illustrate the impact of zoning and pooling on brands, something not covered in depth in the historical literature. Also, the paper is intended to…

Abstract

Purpose

The purpose of this paper is to illustrate the impact of zoning and pooling on brands, something not covered in depth in the historical literature. Also, the paper is intended to present research into how brands in the food, drink and confectionery industries during the Second World War used advertising in response to the government control of the market.

Design/methodology/approach

This paper is based on a close reading and interpretation of food, drink and confectionery brands advertisements from the Daily Express and Daily Mirror newspapers across the Second World War. Building on the work by Burridge (2008), it explores different message strategies used by brands in response to shortages, zoning and pooling.

Findings

While rationing has been discussed at length in the historical literature, zoning and pooling have not been. While brands provided information to their customers about rationing, shortages, zoning and pooling, the latter three also caused brands to apologise, look to the future and urge patience.

Research limitations/implications

This study is based on the Daily Express and Daily Mirror from August 1939 to September 1945. Further research could explore other publications or the period after the war as control continued. Exploration of brand and agency archives could also provide more background into brands’ objectives and decision-making.

Originality/value

This is the first research to explore the impact of forms of control other than rationing on advertising during the Second World War.

Details

Journal of Historical Research in Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 1755-750X

Keywords

Content available
Article
Publication date: 20 November 2017

Mark Tadajewski, Andrew Pressey and D.G. Brian Jones

457

Abstract

Details

Journal of Historical Research in Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 1755-750X

Article
Publication date: 9 November 2012

Bruce A. Huhmann and Pia A. Albinsson

Rhetorical works (schemes and tropes) can increase advertisement liking. Because liking impacts advertising effectiveness, this study aims to investigate if positive processing…

3636

Abstract

Purpose

Rhetorical works (schemes and tropes) can increase advertisement liking. Because liking impacts advertising effectiveness, this study aims to investigate if positive processing, brand awareness, and persuasion outcomes previously associated with rhetoric are spurious and chiefly attributable to liking.

Design/methodology/approach

An experiment (n=448) employed natural advertising exposure conditions and a 3 (headline: nonfigurative, scheme, trope)×2 (copy length: long, moderate)×2 (involvement: high, low) between‐subjects factorial design.

Findings

Absent of liking differences, schemes and tropes are robust motivators of available resources devoted to processing (elaboration and readership). Favourable arguments only influence brand awareness and persuasion if processed. Consumers negatively view longer copy. Nonfigurative headlines encourage insufficient processing as copy lengthens. Insufficient processing decreases brand awareness and persuasion. However, schemes and tropes overcome negative copy length effects on brand awareness and persuasion regardless of involvement.

Research limitations/implications

Without the benefit of increased liking, schemes interfere with copy point and brand memory similar to other creative attention‐getters – humour and sex appeals. Instead, schemes focus consumers on advertising style. The results are based on consumer responses; thus, error may make differences harder to detect. Another limitation is the focus on a single low‐risk, informational product, i.e. pens. Future research should investigate effects of rhetorical works with high‐risk and transformative products.

Practical implications

Advertisers should use rhetorical works to motivate processing, especially with longer copy explaining advantages of new, technical, or complex products. Also, effective rhetorical works need not create positive affect.

Originality/value

Isolating advertising rhetoric effects from liking differences explains anomalies in the literature (e.g. scheme versus trope superiority).

Details

European Journal of Marketing, vol. 46 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 January 1985

Since the first Volume of this Bibliography there has been an explosion of literature in all the main areas of business. The researcher and librarian have to be able to uncover…

16651

Abstract

Since the first Volume of this Bibliography there has been an explosion of literature in all the main areas of business. The researcher and librarian have to be able to uncover specific articles devoted to certain topics. This Bibliography is designed to help. Volume III, in addition to the annotated list of articles as the two previous volumes, contains further features to help the reader. Each entry within has been indexed according to the Fifth Edition of the SCIMP/SCAMP Thesaurus and thus provides a full subject index to facilitate rapid information retrieval. Each article has its own unique number and this is used in both the subject and author index. The first Volume of the Bibliography covered seven journals published by MCB University Press. This Volume now indexes 25 journals, indicating the greater depth, coverage and expansion of the subject areas concerned.

Details

Management Decision, vol. 23 no. 1
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 9 February 2015

Jintao Wu, Na Wen, Wenyu Dou and Junsong Chen

This research aims to investigate effect of consumer creativity on their evaluations of brands. Consumers’ creative participation is often used by online retailers as a…

7164

Abstract

Purpose

This research aims to investigate effect of consumer creativity on their evaluations of brands. Consumers’ creative participation is often used by online retailers as a promotional tool nowadays. The authors propose that consumer creativity exerts a positive impact on brand attitudes by affecting their attitudes toward the creative activity itself. Furthermore, consumer creativity moderates the effect of consumers’ perceived level of fit on their acceptance of brand extensions, such that creative consumers will show a higher level of acceptance of distant brand extensions.

Design/methodology/approach

The authors test their hypotheses in three laboratory experiments. Study 1 examines the effect of consumer creativity on brand evaluations. Study 2 explores the moderating effect of consumer creativity on perceived level of fit on acceptance of brand extensions. Study 3 replicates the authors findings in Studies 1 and 2 using a better representative sample and a different type of creative task.

Findings

Study 1 finds that consumer creativity results in a positive attitude toward brand; this effect is mediated by attitude toward the creative activity. Study 2 shows that creativity leads to a greater level of brand acceptance when the brand extension has a low fit with the focal brand. Study 3 further provides evidence of proposed effects using a different type of creative task with a more representative sample.

Research limitations/implications

In the experiments, this study examined three types of online creative marketing communication activities. Future research could examine other types of consumer creative activities so as to enhance the generalizability of the findings.

Practical implications

Our results provide important implications for firms that intend to exploit the promises of online creativity-themed marketing communications. First, because consumers’ attitudes toward the focal brand hinge on their attitudes toward the creative activity, it is important that firms design their creativity-themed activities carefully, so that they are attractive to the users. Second, firms can exploit the creativity edge by launching new brand extensions that target creative consumers. This effect is even more pronounced when the brand extension exhibits a low fit with the focal brand. These guidelines suggest that firms’ investments in online creativity-themed marketing communications can pay off in terms of improved consumers’ attitudes toward the firms’ brands and brand extensions.

Originality/value

This research makes several theoretical contributions. First, the authors explore the important role of creativity in the context of brand attitudes and brand extensions. This study adds to extant consumer creativity literature by documenting the consequences of consumer creativity in terms of positive outcomes for firms. Second, by examining the mediating effect of attitude toward the creativity task, the authors broaden the scope of attitude-toward-the-site and attitude-toward-the-sponsorship-event research to the online marketing communications setting. Third, by showing that consumer creativity can facilitate the acceptance of distant brand extensions, this study also enriches extant brand extension literature.

Details

European Journal of Marketing, vol. 49 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 11 July 2017

Yun-Chia Tang, Yi-Ching Hsieh and Hung-Chang Chiu

The purpose of this study is to determine how and when choice variety influences consumers’ willingness to purchase, according to a personal emotion perspective. The choice…

3424

Abstract

Purpose

The purpose of this study is to determine how and when choice variety influences consumers’ willingness to purchase, according to a personal emotion perspective. The choice paradox indicates that although having many choices can be beneficial, it can also cause customer decision paralysis and unhappiness. This article proposes that the desire and motivation to process information vary from person to person, and emotional factors are relevant.

Design/methodology/approach

With a 2 × 2 experimental design, this study examines the influence of the interaction of choice variety with need for cognition (NFC) on positive and negative emotions, and then tests the mediating effects on purchase intentions. The sample includes 214 college students, assigned randomly to self-assessment questionnaires.

Findings

Both high NFC respondents in the high variety condition and low NFC respondents in the low variety condition exhibit more positive emotions than low NFC respondents in the high variety condition but not more than high NFC respondents in the low variety condition. Positive (negative) emotions increase (decrease) consumers’ purchase intentions.

Research limitations/implications

The experiment was conducted in a virtual store, which may not match real-life store environments or reflect participants’ actual purchase behaviours, so additional research should consider the influence of involvement further.

Practical implications

The results offer suggestions for developing more effective communication with emotions, increasing involvement to maintain consumers’ positive emotions and relieve their confusion, and managing product variety.

Originality/value

This article meets the identified need to study how choice variety influences consumers’ willingness to purchase from a personal emotion perspective.

Details

European Journal of Marketing, vol. 51 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 May 1983

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of…

16362

Abstract

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of material poses problems for the researcher in management studies — and, of course, for the librarian: uncovering what has been written in any one area is not an easy task. This volume aims to help the librarian and the researcher overcome some of the immediate problems of identification of material. It is an annotated bibliography of management, drawing on the wide variety of literature produced by MCB University Press. Over the last four years, MCB University Press has produced an extensive range of books and serial publications covering most of the established and many of the developing areas of management. This volume, in conjunction with Volume I, provides a guide to all the material published so far.

Details

Management Decision, vol. 21 no. 5
Type: Research Article
ISSN: 0025-1747

Keywords

Book part
Publication date: 17 September 2020

Joseph R. Priester and Monique A. Fleming

The phenomenon of creativity spans research topics across Marketing and Consumer Behavior. Interest in, and research on, creativity has grown over the past several decades. With…

Abstract

The phenomenon of creativity spans research topics across Marketing and Consumer Behavior. Interest in, and research on, creativity has grown over the past several decades. With this heightened attention comes the question of how best to conceptualize and measure creativity. This question is addressed by reviewing the conceptualizations and measures used in the psychological study of creativity. From this review, we build a framework by which to analyze papers from the Journal of Consumer Research and the Journal of Marketing Research. Based upon this analysis, we provide recommendations and best practices for future research. Of particular importance, we recommend the use of convergent problem-solving tasks in combination with ratings of novelty and usefulness reported separately. Such measures allow one to distinguish between instances of effective-creativity (when an idea is both novel and useful) and instances of quasi-creativity (when an idea is novel but lacks usefulness). The importance of the framework to research and analysis beyond the experimental paradigm is discussed.

Details

Continuing to Broaden the Marketing Concept
Type: Book
ISBN: 978-1-78754-824-4

Keywords

Article
Publication date: 7 August 2018

Nagaraj Samala and Sapna Singh

Millennials are more fashion conscious, relate themselves to the fashion brands they wear. This concept of brand engagement with self-concept (BESC) studies with other marketing…

4425

Abstract

Purpose

Millennials are more fashion conscious, relate themselves to the fashion brands they wear. This concept of brand engagement with self-concept (BESC) studies with other marketing variables yields interesting results. The purpose of this paper is to investigate the role of BESC with brand love and brand advocacy of millennials toward their favorite fashion brands. The study also tests the moderating role of millennials’ involvement and knowledge.

Design/methodology/approach

Data are collected from 621 graduate student millennials of a university. Hayes process macros is used to test the moderated-mediation model.

Findings

The study confirms the complementary mediating role of BESC and enhances the moderating role of involvement and knowledge. Millennials with high involvement and knowledge enhance the positive relationship between brand love, BESC and brand advocacy.

Originality/value

The study contributes to the existing literature of self-concept theory and provides useful insights for fashion marketers about millennials.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 14 June 2021

Waheed Akhter, Hassan Jamil and Kim-Shyan Fam

This paper aims to identify Islamic influence on customer satisfaction in Pakistan Takaful and conventional insurance industry. Specifically, it analyses the vital role of…

Abstract

Purpose

This paper aims to identify Islamic influence on customer satisfaction in Pakistan Takaful and conventional insurance industry. Specifically, it analyses the vital role of Shari’ah perception in achieving higher customer satisfaction.

Design/methodology/approach

The data from 400 customers of both the family Takāful and life insurance (200 each) were collected. Further, the regression-based bootstrapping approach was applied through process macro developed by Hayes (2013).

Findings

The results indicate that a higher Shari’ah perception positively affects the customer satisfaction in the Takaful industry with improved service and relationship quality; whereas, it negatively affects customer satisfaction in case of the conventional insurance. Further, it has been found that customer satisfaction partially mediates the customer switching intentions in both the Takaful and conventional insurance industry in the presence of service quality and relationship quality.

Practical implications

This research will enable the practitioners to understand the factors that affect customer satisfaction in Pakistan. It has the essential policy and managerial implications for the growth of the Takaful and conventional insurance industry.

Originality/value

This is one of the pioneer studies investigating the impact of Islamic influence (specifically Shari’ah perception) on customer satisfaction in both the Takaful and conventional insurance industry in Pakistan.

Details

Journal of Islamic Accounting and Business Research, vol. 12 no. 4
Type: Research Article
ISSN: 1759-0817

Keywords

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