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Article
Publication date: 1 February 1997

Kyungae Park

A consumer's post‐purchase product usage behaviour influences future decision making. Particularly, for fashion products, in which usage behaviour is highly observable…

Abstract

A consumer's post‐purchase product usage behaviour influences future decision making. Particularly, for fashion products, in which usage behaviour is highly observable, impacts of usage behaviour on future purchases and other consumers are more conspicuous. This study investigated usage behaviour for clothing fashion products. Behavioural aspects (use frequency and use variety) of usage behaviour were considered with psychological aspects (use satisfaction). The study focused on the differences in usage behaviour (use frequency, use variety and use satisfaction) by product types (fashionability and classification). Data was collected from a questionnaire survey. The results revealed that product types affected the post‐purchase usage behaviour of fashion products. There were significant differences in the use frequency by the product classification, in the use variety by the product fashionability and in the use satisfaction by the product classification and fashionability. Further, significant differences by product types were discussed.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 1 no. 3
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 3 July 2020

Naeem Gul Gilal, Faheem Gul Gilal, Jing Zhang, Rukhsana Gul Gilal, Zhenxing Gong and Waseem Gul Gilal

This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment…

Abstract

Purpose

This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to inspect the effects of the endorsers and product types on consumers’ engagement in BRM through brand-relationship variables [i.e. self-brand connection (SBC), perceived product attachment (PPA) and source credibility (SC)]. Marketing in a digital era is witnessing a rising trend of “brand resurrection as revolution” led by consumer power. The successful revitalization of various dead brands provides some new opportunities for companies to engage millennial consumers in brand resurrection movements (BRM) through the right choice of brand endorsers. The new-found love of companies for the revitalization of long-forgotten brands has attracted considerable interest among scholars and marketing practitioners. Despite the brand resurrection’s high practical relevance, little is known in marketing research about how to revive failing brands back to life.

Design/methodology/approach

Using source credibility theory (SCT) as a lens, this study conducted two studies (i.e. Study 1, N = 300; Study 2, N = 300) and builds on an analysis of data from Pakistani millennials. The hypotheses were inspected using both structural equation modeling and SPSS’s PROCESS macro.

Findings

Through two studies, the authors find that the match between endorser types and product types affects customer motivation to engage in BRM via SBC, PPA and SC (i.e. attractiveness, trustworthiness and expertise).[AQ2] The results showed that for utilitarian products, both SBC and PPA mediate the link between endorser types and BRM, but for hedonic products, PPA does not play a role. Similarly, the authors’ results indicate that for hedonic products, attractiveness, trustworthiness and expertise mediate the link between endorser types and BRM, but for utilitarian products, trustworthiness does not play a role.

Practical implications

The results of this research will help marketing managers devise effective brand endorsers strategies in reviving failing brands. Specifically, this endeavor highlights that understanding brand advertisements merely in terms of celebrity endorsement restricts the full potential that brand advertisements could have and also that a comprehensive understanding must include expert and chief executive officers (CEO) endorsers. Therefore, one of the central contributions of this research is the introduction of expert and CEO endorsers and the evidence that both celebrity (i.e. celebrity and CEO) and non-celebrity endorsers (i.e. experts) have an impact on consumers’ motivation to engage in BRM.

Originality/value

To the best of the authors’ knowledge, this is one of the first endeavors of its kind to empirically explore consumer attitude/motivation behind participation in reviving failing brands. The significance of this work is underscored by the fact that numerous dead brands are being brought back by companies because of consumer–brand co-creation movements.

Details

Journal of Product & Brand Management, vol. 30 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 13 April 2015

Chen-Hsun Ho, Kuang-Hui Chiu, Hsin Chen and Anastasia Papazafeiropoulou

As blogs have become an important information communication medium, selecting blog types that are appropriate and effective for the products they are to promote is now an…

Abstract

Purpose

As blogs have become an important information communication medium, selecting blog types that are appropriate and effective for the products they are to promote is now an important issue in corporate advertising. However, the impact of different blog types on consumers and their advertising effectiveness are issues seldom addressed in the existing literature. The purpose of this paper is to view product information that consumers post on blogs as advertisements and compares advertising effectiveness between different blog types to help enterprises properly employ blogs in their marketing campaigns.

Design/methodology/approach

An experimental design was adopted, and 12 experimental contexts were designed. A valid sample of over 2,000 responses was collected to study between-group differences in advertising effectiveness.

Findings

The analytical results showed between-group difference in advertising effectiveness, which indicated that blog advertising effectiveness varies with different combinations of product constructs and blog types.

Research limitations/implications

The limitations of this study related to the price factor was not incorporated into the experimental model, and shopping channels were not limited. There might be a gap between the prices of the experimental products and the average expense of online shoppers.

Originality/value

The study proposed a framework which can help enterprises to evaluate the type and brand awareness of a product to be promoted and to select the blog type that maximizes advertising effectiveness (perceived risk, ad attitude, brand attitude, and purchase intention) in diffusing product information.

Details

Journal of Enterprise Information Management, vol. 28 no. 3
Type: Research Article
ISSN: 1741-0398

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Article
Publication date: 1 March 2001

Lambros G. Laios and Socrates J. Moschuris

This article reports on the influence of the enterprise type on the purchasing decision process within selected product types and phases by using analysis of variance on…

Abstract

This article reports on the influence of the enterprise type on the purchasing decision process within selected product types and phases by using analysis of variance on data from Greek manufacturing and utility enterprises. Our study examined the influence of enterprise type on four parameters of the purchasing decision process, across two different product types and four phases of the purchasing process. The results suggested that all but one parameter varied considerably among the different types of enterprises, and that companies adopt an appropriate structural configuration, which fits to the attributes of the purchased items and the mission of the enterprises.

Details

International Journal of Operations & Production Management, vol. 21 no. 3
Type: Research Article
ISSN: 0144-3577

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Article
Publication date: 14 September 2012

Eric Van Steenburg

The paper aims to determine the effectiveness of specific online advertisements, comparing banner ads that are brand‐reinforcing versus ones that are product‐reinforcing.

Abstract

Purpose

The paper aims to determine the effectiveness of specific online advertisements, comparing banner ads that are brand‐reinforcing versus ones that are product‐reinforcing.

Design/methodology/approach

The research uses three experimental design studies to empirically test the hypotheses based on the elaboration likelihood model (ELM) by manipulating type of online banner advertisement (brand‐type versus producttype) and measuring individual need for cognition (NFC).

Findings

Consumers high in NFC recall producttype banner ads more readily than those low in NFC, while brand‐type banner ads are more likely to be recalled by low‐NFC consumers. However, high‐NFC consumers recall brand‐type ads under all situational influences tested. And while consumers low in NFC recall producttype banner ads featuring a directive better than their high‐NFC counterparts, they do not recall directive ads at a greater rate than high‐NFC consumers recall brand‐type ads.

Research limitations/implications

While previous research has found that variations in ad size, color, interactivity, and web site location affect recall, this research only measured static banner ads that appear at the top of the page. However, because it is the first to examine involvement in terms of NFC in combination with brand‐ and producttype ads, the research sheds new light on consumer awareness of two types of banner ad strategies adopted by marketing managers today.

Practical implications

In an online context, the type of banner ads used by marketing managers should be paired with the web site based on how much time consumers spend at the site and how many pages they click through at the site. All things being equal, however, managers should favor brand‐type banner ads over producttype banner ads.

Originality/value

The research extends understanding of ELM as it relates to type of banner ad while establishing a potential research stream for better understanding of how consumers process various types of online ads. At the same time, it provides new evidence that can help marketing managers make better strategic decisions regarding their online marketing mix.

Details

Journal of Product & Brand Management, vol. 21 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Content available
Article
Publication date: 19 September 2019

Zhanbo Zhao, Xiaomeng Du, Fan Liang and Xiaoming Zhu

Impulse buying has been the focus of attention in the marketing. With the rise of online shopping, online impulse buying phenomenon becomes increasingly serious. Whereas…

Abstract

Purpose

Impulse buying has been the focus of attention in the marketing. With the rise of online shopping, online impulse buying phenomenon becomes increasingly serious. Whereas, the impulse buying behavior in an online environment is rarely discussed in relevant literature. The purpose of this paper is to explore the impact of the type of product and time pressure on consumer online impulse buying intention; this is a relatively new issue of marketing academia in China.

Design/methodology/approach

In this paper, the experimental methodology was adopted to explore the impact of consumer online impulse buying tendencies, the departure from the type of product and the time pressure.

Findings

Results show that low-involvement feeling products stimulate consumer online impulse buying tendencies. Simultaneously, there is an interaction effect between time pressure and product type, which is, under the influence of time pressure, the enhancement of low-involvement feeling products on consumer online impulse buying tendency is more significant.

Originality/value

This study discusses the interaction between time pressure and product type on consumers’ online impulse buying tendency, which has not been studied before. While discussing the impact of product types on consumers’ impulse buying tendency on the internet, this paper considers the impact of time pressure on consumers’ impulsive buying tendency, and applies the term of time pressure, a psychological research term, to the field of marketing research, so as to make the cross-links between disciplines closer.

Details

Journal of Contemporary Marketing Science, vol. 2 no. 2
Type: Research Article
ISSN: 2516-7480

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Article
Publication date: 24 April 2020

Jiyoung Kim, Rebecca Melton, Jihye Ellie Min and Bu Yong Kim

The purpose of this research is to conduct an exploratory study to discover if presenting consumers with a certain content type (i.e. product-focused content with…

Abstract

Purpose

The purpose of this research is to conduct an exploratory study to discover if presenting consumers with a certain content type (i.e. product-focused content with informational appeal, institution-focused content with emotional appeal, experience-focused content with emotional appeal,) and blog type (i.e. a corporate, sponsored or a personal blog) persuade consumers to form perceptions of credibility and similarity toward the fashion brand, which leads them to further engage with the brand through Electronic Word of Mouth (eWOM).

Design/methodology/approach

This study employs a 3(content type: product-focused, institution-focused, experience-focused) x 3(blog type: corporate, sponsored and personal) between-subjects design. Mock fashion blogs and content were developed in order to provide a realistic blogging experience for the participants. With 511 usable data collected, ANOVA was employed to test the relationships.

Findings

Findings reveal that content type, specifically product-focused content and experiential content, is an important consideration for illustrating similarities between the brand and consumers compared to institutional content. Product-focused content is found to be effective in encouraging consumer eWOM for the brand as well. Further, the interaction effect of blog type and content type was significant in establishing brand credibility. However, blog type did not influence any of the dependent variable.

Originality/value

This study brings meaningful suggestions to fashion brands on effective blog campaign, which eventually provide insights on how brands can influence female consumers to shape positive evaluation toward the brand.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 24 no. 4
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 30 January 2007

Erik Selldin and Jan Olhager

The paper seeks to test the relationships among product design and supply chain design, with specific reference to the product‐supply chain model by Fisher.

Abstract

Purpose

The paper seeks to test the relationships among product design and supply chain design, with specific reference to the product‐supply chain model by Fisher.

Design/methodology/approach

An extensive empirical survey with data from 128 companies; the approach is basically theory testing, in that it investigates an existing framework, and discusses extensions.

Findings

Significant relationships are found between product types and supply chain types, as well as concerning the impact of alignment on performance.

Research limitations/implications

Instead of treating the supply chain characteristics associated with different supply chain types as either/or choices, some companies select properties from both supply chain types in order to gain additional benefits. This creates a supply chain frontier of physical efficiency and market responsiveness; a concept that deserves further attention by researchers. A limitation is that it would be interesting to perform a longitudinal study.

Practical implications

Different product types call for different types of supply chains. Alignment between the type of product and the type of supply chain is important, and significant for delivery speed, delivery dependability, and cost performance.

Originality/value

This research empirically tests a model that has received considerable attention in the research literature as well as acting as guidelines in practice, but that has not been tested explicitly before.

Details

Supply Chain Management: An International Journal, vol. 12 no. 1
Type: Research Article
ISSN: 1359-8546

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Article
Publication date: 16 October 2018

Vahid Kayvanfar, S.M. Moattar Husseini, Zhang NengSheng, Behrooz Karimi and Mohsen S. Sajadieh

This paper aims to optimize the interactions of businesses located within industrial clusters (ICs) by using a supply-demand hub in ICs (SDHIC) as a conjoint provider of…

Abstract

Purpose

This paper aims to optimize the interactions of businesses located within industrial clusters (ICs) by using a supply-demand hub in ICs (SDHIC) as a conjoint provider of logistics and depository facilities for small- and medium-sized enterprises (SMEs) as producers, where all of these interactions are under supervision of a third-party logistics provider (3PL).

Design/methodology/approach

To evaluate the values of SDHIC, three mathematical models are proposed, optimally solved via GAMS and then compared. Also, a “linear relaxation-based heuristic” procedure is proposed to yield a feasible initial solution within a significant shorter computational time. To illustrate the values of SDHIC, comprehensive calculations over a case study and generated sets of instances are conducted, including several sensitivity analysis.

Findings

The experimental results demonstrate the efficiency of SDHIC for SMEs via combining batches and integrating the holding space of inventories, while the outcomes of the case study are aligned with those obtained from random sample examples, which confirms the trueness of used parameters and reveals the applicability of using SDHIC in real world. Finally, several interesting managerial implications for practitioners are extracted and presented.

Practical implications

Some of the managerial and practical implications are optimizing interactions of businesses involved in a supply chain of an IC containing some customers, suppliers and manufacturers and rectifying the present noteworthy gaps pertaining to the previously published research via using real assumptions and merging upstream and downstream of the supply chain through centralizing on storage of raw materials (supply echelon) and finished products (demand echelon) at the same place simultaneously to challenge a classic concept in which supply and demand echelons were being separately planned regarding their inventory management and logistics activities and showing the positive consequences of such challenge, showing the performance improvement of the proposed model compared to the classic model, by increasing the storing cost of raw materials and finished products, considering some disadvantages of using SDHIC and showing the usefulness of SDHIC in total, presenting some applied findings according to the obtained results of sensitivity analysis.

Originality/value

The key contributions of this paper to the literature are suggesting a new applied mathematical methodology to the supply chain (SC) of ICs by means of a conjoint provider of warehousing activities called SDHIC, comparing the new proposed model with the two classic ones and showing the proposed model’s dominancy, showing the helpful outcomes of collaborating 3PL with the SMEs in a cluster, proposing a “linear relaxation-based heuristic” procedure to yield a feasible initial solution within a significant shorter computational time and minimizing total supply chain costs of such IC by optimum application of facilities, lands and labor.

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Article
Publication date: 1 August 2003

Patrik Jonsson and Stig‐Arne Mattsson

The applicability of manufacturing planning and control methods differs between environments. This paper explains the fit between the planning environment and material and…

Abstract

The applicability of manufacturing planning and control methods differs between environments. This paper explains the fit between the planning environment and material and capacity planning on the detailed material planning and shop‐floor planning levels. The study is based on a conceptual discussion and a survey of 84 Swedish manufacturing companies. Results show the use of planning methods and their levels of user satisfaction in complex customer order production, configure to order production, batch production of standardized products and repetitive mass production, respectively.

Details

International Journal of Operations & Production Management, vol. 23 no. 8
Type: Research Article
ISSN: 0144-3577

Keywords

1 – 10 of over 162000