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Article

Sara Quach and Park Thaichon

The purpose of this paper is to explore the motives of online sellers of counterfeit products in online social networking sites.

Abstract

Purpose

The purpose of this paper is to explore the motives of online sellers of counterfeit products in online social networking sites.

Design/methodology/approach

The study uses a sample of 22 in-depth interviews with counterfeit sellers.

Findings

Based on the findings, the authors have developed a framework called “Dark motives-counterfeit selling.” The framework includes ten motives for selling online counterfeit products organized into four main themes. Personal characteristics include self-interest priority and sense of adventure. Moral justifications consist of denial of responsibility, and inequality hypothesis of self-deception process, and social acceptance. Operational aspects include: low-cost investment, free riding on luxury brands’ marketing effort, and invisibility from regulators. Finally, relationship management involves projecting image using volitional cues and interpersonal relationship with buyers. The themes regarding personal characteristics and morality are associated with their choice of counterfeit business. The other two themes are associated with the use of social networking sites for counterfeit business. Finally, some outcomes of online counterfeit retailing were revealed as value creation for the counterfeit buyers and value destruction for genuine brands’ customers.

Originality/value

This study investigates different rationalization strategies and motives behind selling counterfeit products with a special focus on online platforms. This is among the first to investigate the perspectives of counterfeit retailers in social network sites.

Details

Marketing Intelligence & Planning, vol. 36 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

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Article

Wasanee Tharanga Ranasinghe, Park Thaichon and Malanee Ranasinghe

The purpose of this paper is to evaluate the applicability of the strategic place brand-management model (SPBM) for a product-place co-branding context, focussing on Sri…

Abstract

Purpose

The purpose of this paper is to evaluate the applicability of the strategic place brand-management model (SPBM) for a product-place co-branding context, focussing on Sri Lanka’s tea industry.

Design/methodology/approach

Conducted as an exploratory case study, pattern matching and explanation building methods are employed to analyse data from secondary sources such as archival data and documentation.

Findings

Strategic components of place branding in SPBM are applicable for product-place co-branding, as evidenced in Sri Lanka’s tea industry, although key strategies appear to be reactive rather than proactive in this context.

Practical implications

The findings provide reassuring guidance to practitioners on applying strategic place branding models in product-place co-branding settings, given the unique risks associated with product-place co-branding.

Originality/value

Given the novelty of and the need to advance knowledge on product-place co-branding as a component of place branding, this study extends extant literature on the use of SPBM in a successful product-place co-branding setting. Additionally, it extends the value of place branding concepts for industries other than popularly studied tourism.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 29 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

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Article

Park Thaichon, Gajendra Liyanaarachchi, Sara Quach, Scott Weaven and Yi Bu

The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing.

Abstract

Purpose

The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing.

Design/methodology/approach

Review over 100 empirical and theoretical studies in the online relationship marketing from top marketing and management journals.

Findings

This paper examined three areas pertinent to online relationship marketing: first, the evolution of online relationship marketing from pre-1990s to the present, which offers a temporal snapshot of changes in and an overview of the critical components that make up the structure of online relationship marketing; second, key theoretical perspectives are underlying the development of online relationship marketing; and third, empirical insights into online relationship marketing. In general, online relationship marketing has evolved from customers being passive receivers of online information and services to active co-producers and value co-creators.

Research limitations/implications

The paper identifies future research areas, including multiple layers of interactions, use of new technologies and platforms and the dark side of online communications.

Originality/value

The authors dedicated summary tables for each area, highlighting key findings, which in turn suggest a series of managerial recommendations for facilitating efficient, effective buyer–seller interactions and maximising firm performance in relation to online relationship marketing.

Details

Marketing Intelligence & Planning, vol. 38 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

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Article

Maria Dharmesti, Theresia Rasika Seta Dharmesti, Sarah Kuhne and Park Thaichon

The purpose of this paper is to examine online purchase behaviours amongst young consumers in Australia and the USA. It also aims to develop and test a theoretical…

Abstract

Purpose

The purpose of this paper is to examine online purchase behaviours amongst young consumers in Australia and the USA. It also aims to develop and test a theoretical framework of young consumers’ online purchase behaviour.

Design/methodology/approach

Data were collected through online surveys targeting young online shoppers in Australia and the USA. A multi-group structural equation modelling was used to test the proposed structural model and hypotheses.

Findings

The model shows a good fit with the data. Young consumers in Australia and the USA have positive attitude towards online shopping that significantly affects their online purchase intentions. Social motive negatively impacts online purchase intentions in the Australian sample. Escapism and value motives positively affect Australian and American young shoppers’ online purchase intentions. Young consumers in Australia and the USA are very familiar with the online shopping process. The familiarity strongly triggers their information search behaviour that leads to online purchase intentions.

Practical implications

The results of this paper assist the marketers and policy makers to target and appeal to this young segment, based on their unique motivations, values and characteristics.

Originality/value

Using the generational cohort theory, this paper contributes to the extant literature by providing insights on the Australian and American young generation’s unique values and characteristics that influence their online purchase behaviours. This research also contributes insights for the marketers and policy makers to improve their marketing efforts and services and appeal to this young segment, based on their unique values and characteristics.

Details

Young Consumers, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

Keywords

Abstract

Details

Marketing Intelligence & Planning, vol. 38 no. 6
Type: Research Article
ISSN: 0263-4503

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Article

Mengnan Qu, Sara Quach, Park Thaichon, Lorelle Frazer, Meredith Lawley, Denni Arli, Scott Weaven and Robin E. Roberts

This study aims to examine the effect of country of origin (COO) on customers' value expectation and willingness to pay by employing signalling theory and cue utilisation.

Abstract

Purpose

This study aims to examine the effect of country of origin (COO) on customers' value expectation and willingness to pay by employing signalling theory and cue utilisation.

Design/methodology/approach

The data were collected from 386 customers via an online survey in the context of Australian food retail franchise stores in China.

Findings

The findings indicate that COO origin is an important determinant of customer expectations including service quality, social value, emotional value, monetary price, behavioural price and reputation. Furthermore, the only social value was a significant predictor of willingness to pay. Although the direct effect of COO on willingness to purchase was not significant, the COO had a significant indirect effect on willingness to pay via social value. Finally, the COO has a stronger effect on monetary price expectation among customers who were aware of the country brands than those who were unaware.

Originality/value

The study extends the body of knowledge related to the effect of COO during the pre-purchase process and provides important implications for retailers who are looking to enter an overseas market such as China.

Details

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

Keywords

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Article

Sara Quach, Park Thaichon, Robin E. Roberts and Scott Weaven

Adopting exchange theory and social orientation of loyalty, this research investigates the antecedents of customer loyalty consisting of (1) loyalty layers (i.e. personal…

Abstract

Purpose

Adopting exchange theory and social orientation of loyalty, this research investigates the antecedents of customer loyalty consisting of (1) loyalty layers (i.e. personal loyalty, relationship with consumption communities and local network effects) and (2) loyalty expectations (i.e. service quality, reciprocity and firm innovativeness) and how these relationships are moderated by customer knowledge.

Design/methodology/approach

The data were collected from 4,208 customers in the mobile services industry using mall intercept technique.

Findings

The findings reveal that loyalty layers, including personal loyalty and relationship with consumption communities, can influence customers' expectations of service providers. The degree to which the firm is able to handle and meet customers' expectations over time would result in the strength of customer loyalty. Customer expectations also mediate the relationships between different loyalty layers and customer loyalty. In addition, customer knowledge significantly moderates the effects of loyalty layers and expectations on both attitudinal loyalty and behavioural loyalty.

Originality/value

The study extends the current body of knowledge by incorporating a sociological perspective to examine the relationships between loyalty layers and customer expectations and customer loyalty. This research enables service operators to establish strategies to sustain customer loyalty across different customer segments with various levels of knowledge.

Details

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

Keywords

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Article

Yunen Zhang, Wei Shao and Park Thaichon

This paper aims to investigate whether cultural intelligence will influence Chinese tourists’ travel satisfaction, revisit intention and word-of-mouth communication.

Abstract

Purpose

This paper aims to investigate whether cultural intelligence will influence Chinese tourists’ travel satisfaction, revisit intention and word-of-mouth communication.

Design/methodology/approach

An online survey was conducted to collect data from 614 adult Chinese tourists, who have overseas travel experiences. Then, the Statistics Package for the Social Sciences (SPSS) and the structural equation modelling (SEM) were employed for data analysis.

Findings

The findings confirm that cultural intelligence has significant positive impacts on tourist satisfaction, revisit intention and electronic word-of-mouth (eWOM) communication. Additionally, tourist satisfaction significantly affects tourist eWOM communication.

Originality/value

This study provides theoretical and practical contributions regarding the effects of tourist cultural intelligence, especially on tourist post-travel evaluation and behavioural intention, which has been merely investigated in extant tourism research.

Details

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

Keywords

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Article

Sara Quach, Scott Weaven, Park Thaichon, Debra Grace and Lorelle Frazer

Drawing on an outside-in marketing perspective, this paper aims to outline the development, implementation, evaluation and reflection of a real-world entrepreneurship…

Abstract

Purpose

Drawing on an outside-in marketing perspective, this paper aims to outline the development, implementation, evaluation and reflection of a real-world entrepreneurship education (EE) intervention with cognitive, affective and ultimately behavioural objectives.

Design/methodology/approach

A specific and uniform EE program specifically targeted to current “would be” entrepreneurs who were investigating the franchising business model was developed, focusing on the behavioural outcomes. The effectiveness of the EE intervention was evaluated using a quasi-experimental research design, which involved franchisees who had not participated in the EE intervention (control group) and franchisees who had participated in the EE intervention (experimental group). The administration of the national on-line survey yielded a total of 520 responses (194 in the experimental group and 326 in the control group).

Findings

The planning process in the pre-intervention stage included situation analysis, objective setting and decisions in relation to the communication strategy, i.e. content and mode. The effectiveness of the EE intervention was evaluated in the post-intervention stage. The findings indicate that EE intervention resulted in participants’ positive cognitive, affective and behavioural outcomes such as performance and relationship management. Finally, following a reflection process, additional elements covering topics related to work-life balance were incorporated into the module pertaining to an individual’s suitability to become a franchisee.

Originality/value

This paper proposes a conceptual framework that represents an outside-in EE approach whereby problems, audiences, objectives and communication strategies (content and method) are strategically intertwined to produce relevant, measurable and diagnostic behavioural outcomes. The EE intervention can also improve the B2B relationship between actors in a business network.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

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Article

Sara Quach, Wei Shao, Mitchell Ross and Park Thaichon

The purpose of this paper is to understand the relationship between customer participation, co-created value and customer engagement as well as customer motivation…

Abstract

Purpose

The purpose of this paper is to understand the relationship between customer participation, co-created value and customer engagement as well as customer motivation involved in this process.

Design/methodology/approach

Respondents were randomly exposed to one of the six types of social media scenarios. A total of 181 respondents were drawn from an MTurk opt-in survey panel of individuals who resided in America and were over the age of 18 years.

Findings

Overall, the results of this study showed that as the level of customer participation increased, the level of co-created value decreased. The relationship between customer participation and customer engagement was fully mediated by co-created value. Extrinsic motivation was found to moderate the relationship between customer participation and co-created value but did not moderate the relationship between customer participation and customer engagement. Moreover, customer engagement was at its highest when an external reward was not offered, in other words, when customers were intrinsically motivated. Furthermore, when an external reward was offered, a significant effect of privacy concern on customer engagement was observed.

Originality/value

The study extends the current understanding of customer engagement through value co-creation, customer participation and perceptions of privacy in firm-initiated activities in social media.

Details

Marketing Intelligence & Planning, vol. 38 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

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