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Article

Nicholas J. Ashill and David Jobber

At the very core of Marketing Information Systems (MkIS) design is the identification of the marketing information needs of decision‐makers. Information needs can be…

Abstract

At the very core of Marketing Information Systems (MkIS) design is the identification of the marketing information needs of decision‐makers. Information needs can be defined as the user specifications of information characteristics involved in information seeking, and refer to those qualities of information perceived by managers to be “useful” to facilitate their decision making. Drawing on empirical results from three sets of literature and from studies of information systems design (particularly management and accounting information systems design), the authors review a framework for exploring the design of an MkIS. A qualitative study examining the information needs of senior marketing executives is also reported and discussed. The results, based on interviews with 20 senior marketing executives, indicate that marketing information needs can be defined using six information characteristics.

Details

Qualitative Market Research: An International Journal, vol. 4 no. 1
Type: Research Article
ISSN: 1352-2752

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Article

Jean Boisvert and Nicholas Jeremy Ashill

The purpose of this study is to assess the extent to which gender impacts the evaluation of vertical line extensions of luxury brands in a cross-national context. The…

Abstract

Purpose

The purpose of this study is to assess the extent to which gender impacts the evaluation of vertical line extensions of luxury brands in a cross-national context. The topic of brand/line extensions has been investigated in the mainstream branding literature. On the other hand, the topic has received less attention in the luxury literature. At the same time, while research has examined brand/line extensions from an international perspective, the impact of gender on consumer purchase intentions of luxury downward line extensions in different countries has remained unexplored.

Design/methodology/approach

Based on an ANOVA design (2 extension types × 2 genders × 2 countries). The independent variables were ordered as follows: gender (male/female), vertical line extensions (upscale/downward) and country of living (France/USA). The purchase intention of the extension was chosen as the dependent variable.

Findings

The study results show that key differences exist between men and women regarding vertical luxury line extensions. For instance, women in both countries rate a new downward line extension of a luxury brand more positively than men. In contrast, although women evaluate a new upscale line extension of a luxury brand similarly to men in France, women are more positive than men in the USA. Also, US men rate an upscale extension less positively than their French counterparts. Finally, women in both countries rate luxury downward extensions more positively than men.

Originality/value

This study contributes to the literature of luxury brand management by examining how gender types process and respond to upscale and downward luxury line extensions versus purchase intentions in two different countries. This paper is unique as gender types are not often compared in previous research while fundamental distinctions exist, leading to significant differences. Practically, this study also provides key insights for marketing strategy development and adjustment for luxury manufacturers in terms of their target market, more specifically men versus women.

Details

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

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Article

Nicholas J. Ashill, Rania W. Semaan, Tanya Gibbs and Aaron Gazley

Despite major market-orientated reforms to enhance the competitive advantage of Russian domestic firms, the antecedents and consequences of frontline employee (FLE…

Abstract

Purpose

Despite major market-orientated reforms to enhance the competitive advantage of Russian domestic firms, the antecedents and consequences of frontline employee (FLE) customer orientation (CO) remain poorly understood. Acknowledging this paucity of research, the authors draw upon a hierarchical model of personality to examine personality trait determinants of CO and job performance in the context of the Russian financial services sector.

Design/methodology/approach

Data was collected from 186 FLEs using a self-administered survey questionnaire and analyzed using AMOS.

Findings

The results identify which basic personality traits matter in translating FLE CO behavior into higher job performance in the Russian retail-banking sector.

Research limitations/implications

Limitations of the study include the generalizability of the findings within one organizational context. Future research should examine whether the found associations hold true for FLEs working in other service sectors in other parts of the country.

Practical implications

Study findings differ significantly to Western-based research and provide valuable insight into the process that motivates Russian FLEs in a commercial retail setting to perform better in their jobs.

Originality/value

This is the first empirical study that employs a hierarchical model of the effects of basic personality traits on FLE CO and job performance in a former socialist/communist economy. We also advance existing research on FLE CO by distinguishing between two types of CO behavior. Findings provide an understanding of those personality traits that affect the ability of Russian FLEs to better satisfy customer needs and to interact and serve customers in an enjoyable way.

Details

International Journal of Bank Marketing, vol. 38 no. 5
Type: Research Article
ISSN: 0265-2323

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Article

Hasan Dinçer, Tuba Bozaykut-Buk, Şenol Emir, Serhat Yuksel and Nicholas Ashill

The purpose of this paper is to present a multidimensional evaluation of brand equity performance incorporating dimensions adopted from the balance scorecard (BSC…

Abstract

Purpose

The purpose of this paper is to present a multidimensional evaluation of brand equity performance incorporating dimensions adopted from the balance scorecard (BSC) approach to business performance.

Design/methodology/approach

In this study, text mining is used for automatic extraction of valuable information from textual data such as the financial reports of firms. Instead of expert opinions, linguistic scales built upon outcomes of text mining are used as inputs for decision-making. The proposed model combines fuzzy DEMATEL (FDEMATEL), fuzzy ANP (FANP), fuzzy TOPSIS (FTOPSIS) and fuzzy VIKOR (FVIKOR) methods for weighting criteria and ranking alternatives.

Findings

Using data from five privatized firms in Turkey, the study’s findings demonstrate that the customer is the most important dimension of brand equity performance evaluation. Cash flow and brand loyalty are identified as the most important criteria in the measurement of brand equity performance.

Practical implications

Findings highlight the importance of firms taking action to increase consumer perceptions, attitudes and behaviors in the privatization processes. For this purpose, privatized firms need to understand the expectations of customers to increase customer satisfaction and loyalty and therefore improve brand equity.

Originality/value

The paper contributes to literature in several important ways. First, by adopting the BSC approach, it proposes a holistic and a multidimensional model for measuring brand equity performance. Second, the study offers a novel methodology using a hybrid multi-criteria decision-making model designed for the fuzzy environment. Third, the study uses the knowledge extraction tool of text mining in the fuzzy decision-making process. Finally, the study evaluates the brand equity performance of privatized firms in an emerging country context.

Details

Journal of Product & Brand Management, vol. 29 no. 3
Type: Research Article
ISSN: 1061-0421

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Article

Jean Boisvert and Nicholas J. Ashill

The purpose of this paper is to empirically assess the impact of branding strategies on horizontal and downward line extensions of French luxury brands in a cross-national…

Abstract

Purpose

The purpose of this paper is to empirically assess the impact of branding strategies on horizontal and downward line extensions of French luxury brands in a cross-national context (France vs USA).

Design/methodology/approach

This study is based on a two line extensions (horizontal/downward) × three branding strategies (direct brand/sub-brand/standalone brand) x two country (France/USA) between-subjects ANOVA design.

Findings

The study shows that the subtyping effect created by a sub-branded luxury downward line extension tends to be rated similarly to a direct branded extension which oppose previous beliefs put forward in non-luxury settings. In contrast, a new independent/standalone extension fully uses the subtyping effect which helps attenuate this risk related to luxury downward stretches. The study also found that the effect of gender in cross-national settings must always be taken into consideration as significant variations occur in the process.

Research limitations/implications

The study covers two countries but should be replicated in other cross-national contexts.

Practical implications

This study helps marketing managers of luxury brands make a better decision when it comes to launching vertical line extensions (upscale/downward) by carefully using types of branding strategies and relevant communications whether women and/or men are targeted in cross-national contexts.

Originality/value

This study breaks new ground in the international luxury literature by providing key theoretical and managerial insights in terms of launching new downward line extensions with the proper use of branding strategies when targeting specific genders.

Details

International Marketing Review, vol. 35 no. 6
Type: Research Article
ISSN: 0265-1335

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Article

Paul Williams, Geoff Soutar, Nicholas Jeremy Ashill and Earl Naumann

The purpose of this paper is to investigate the drivers of customer value, and their respective relationships with customer satisfaction and behavioral intentions, between…

Abstract

Purpose

The purpose of this paper is to investigate the drivers of customer value, and their respective relationships with customer satisfaction and behavioral intentions, between two culturally distinct groups of adventure tourists.

Design/methodology/approach

The study adopted a descriptive design and compared data from 301 Japanese and Western adventure tourists who experienced the same adventure tour. The respondents were split into two groups, and a path modeling approach was used to examine similarities and differences.

Findings

The results indicated that Japanese tourists attached more importance to emotional value and novelty value. Western tourists, however, attached relatively more importance to the utilitarian dimension of price value for money.

Practical implications

The main implication of this study is that tourism operators should account for differences in value perceptions between Japanese and Western tourists when planning tour operations, training tour guides, and managing tour itineraries. Operators should also consider customizing their tour products to fit the specific needs of these different cultural groups. This reinforces the adaptation argument when marketing tourism to international consumers.

Originality/value

This study highlights that different value drivers affect the satisfaction and behavioral intentions of Japanese tourists, relative to Western tourists. The need for adaptation of tourism products toward certain international tourists is thus necessary. The research also reinforces the importance of conceptualizing and measuring customer value as a multidimensional construct in an international adventure tourism context.

Details

Journal of Service Theory and Practice, vol. 27 no. 1
Type: Research Article
ISSN: 2055-6225

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Article

Paul Jeremy Williams, M. Sajid Khan, Rania Semaan, Earl R. Naumann and Nicholas Jeremy Ashill

A key issue for B2B industrial firms is to better understand the drivers of customer value and contract renewal decisions, due to the long-term supplier-customer…

Abstract

Purpose

A key issue for B2B industrial firms is to better understand the drivers of customer value and contract renewal decisions, due to the long-term supplier-customer relationships. When the B2B firm is operating across national boundaries, there is added complexity to the renewal decision, because the drivers are also influenced by cultural considerations. The purpose of this paper is to examine the main drivers of customer value creation and contract renewal intentions, for a large B2B firm operating in both the USA and Japan and compare the two data sets.

Design/methodology/approach

The company, which provided the data for the study, is a US Fortune 100 firm in the facilities management industry, operating worldwide. Data were collected using a survey questionnaire from a sample of the firm’s customers in two of its largest markets, the USA and Japan. The authors used PLS to analyze the data, and compare and contrast the drivers.

Findings

The findings highlight both similarities and differences across the two countries for the most influential drivers of customer value and contract renewal. Although no differences were found when examining the effect of relational drivers on contract renewal, differences were observed for utilitarian drivers: product quality and price.

Practical implications

The authors expected the relational drivers of contract renewal to be stronger in the high-context culture of Japan, but found that there were no differences with the US market. While relational drivers are important in the decision-making process in both countries, it seems that managers should focus more on price considerations in Japan. In contrast, product quality is relatively more important in the USA, when negotiating contract renewals with customers.

Originality/value

Noticeably absent from the B2B services literature is its application to international markets. In particular, research is lacking on the specific drivers of customer value and contract renewal intentions in the USA and Japan, despite the importance of long-term on-going contractual relationships in these markets. This study has provided additional insights into the complex world of contract renewal between international buyers and sellers of large industrial systems.

Details

Marketing Intelligence & Planning, vol. 35 no. 3
Type: Research Article
ISSN: 0263-4503

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Article

Nicholas J. Ashill, John Davies and Anthony Joe

This study contributes to continuing work on the development of a conceptual framework to better understand sponsorship, consumer response towards sponsorship efforts, and…

Abstract

This study contributes to continuing work on the development of a conceptual framework to better understand sponsorship, consumer response towards sponsorship efforts, and the contribution of sponsorship to customer-based brand equity, by seeking to validate a set of consumer-related attitudes to sponsorship. In particular, the study focuses on establishing the properties of consumer-related attitudinal constructs in the context of sponsorship of an annual national sporting event, the New Zealand Rugby Football Union's National Provincial Championship. Such constructs and their embedded scales will enable sponsorship managers to assess and distinguish consumer reactions to the event itself, to the commercialisation of the event, and to identify the consumer behaviours likely to benefit the sponsor of the event.

Details

International Journal of Sports Marketing and Sponsorship, vol. 2 no. 4
Type: Research Article
ISSN: 1464-6668

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Article

Volkan Yeniaras, Ilker Kaya and Nick Ashill

The purpose of this paper is to offer a theoretical and empirical understanding of how social ties affect innovation behavior and new product performance in Turkey, which…

Abstract

Purpose

The purpose of this paper is to offer a theoretical and empirical understanding of how social ties affect innovation behavior and new product performance in Turkey, which is an emerging economy where high levels of economic and political uncertainties exist.The authors examine whether innovation behavior binds the political and business ties of the firm to new product performance. They also examine if these effects are contingent on variations in the institutional environment and market environment.

Design/methodology/approach

Structural equation modeling and mediation analyses were used on a sample of 344 small- and medium-sized enterprises in Istanbul.

Findings

Business ties are positively related to exploratory innovation behavior and political ties hamper such behavior. The authors also show that government support hinders firms’ disruptive innovation while encouraging incremental innovation behavior. The authors further demonstrate that the positive and indirect relation of business ties to new product performance through exploratory and exploitative innovation is largely insensitive to changes in market and institutional environments. Political ties are negatively (positively) and indirectly related to new product performance through exploratory (exploitative) innovation.

Practical implications

Managers should choose the form of their personal interactions (political and/or business) based on the type of innovation that is being pursued. Additionally, managers should consider both the institutional environment and the market environment as important contingencies in their decision of whether to invest resources in developing social ties to build innovation behavior.

Originality/value

The authors offer a deeper perspective of how social ties in emerging economies affect new product performance by considering exploratory and exploitative innovation behavior as mediating mechanisms. These mediating effects are conditional on institutional and market environments.

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Article

Tanya Gibbs and Nicholas J. Ashill

This study aims to empirically test a model of affective and behavioural job outcomes grounded in Bagozzi's reformulation of attitude theory in the novel context of a…

Abstract

Purpose

This study aims to empirically test a model of affective and behavioural job outcomes grounded in Bagozzi's reformulation of attitude theory in the novel context of a retail bank in Russia.

Design/methodology/approach

Frontline employees (FLEs) completed a self‐administered questionnaire on how factors characterizing high performance work practices (HPWPs) affect their job satisfaction and organizational commitment, and how these job attitudes impact their job performance.

Findings

Results suggest there is a significant influence of HPWPs on job attitudes, but only job satisfaction influences job performance.

Practical implications

Job satisfaction is identified as a critical work lever and should receive priority from management relative to actions designed to foster organizational commitment.

Originality/value

Despite the breadth and depth of international research on service quality, to date there has been no study of high performance work practices and their impact on the job performance of service workers in Russia. Retail banks, after operating for years in a highly regulated environment and virtually devoid of competition, now recognize that their very survival depends on the delivery of quality service at the frontline.

Details

International Journal of Bank Marketing, vol. 31 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

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