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1 – 10 of over 68000
Article
Publication date: 8 May 2017

Laurence Carsana and Alain Jolibert

The purpose of this research is to investigate the influence of self-purchasing versus gift-giving situations on the importance of product cues and the moderating effect of brand…

1244

Abstract

Purpose

The purpose of this research is to investigate the influence of self-purchasing versus gift-giving situations on the importance of product cues and the moderating effect of brand schematicity.

Design/methodology/approach

Data were collected via an online survey of 285 French consumers for wine and 139 French consumers for whisky. The interaction effect of the gift-giving situation and brand schematicity on the importance of product cues was then investigated.

Findings

The results differed, depending on the importance of brand cue. For the whisky category (high brand importance), brand schematicity had no influence on the importance of cues. For the wine category (low brand importance), brand schematicity moderated the influence of the gift-giving situation on the importance of extrinsic cues such as commercial brand. Brand schematicity and the situation of gift-giving also influence the number of important cues which consumers take into account when making their choice. In low-involvement purchasing situations, brand-aschematic consumers use fewer choice criteria than brand-schematic consumers, whereas in high-involvement purchasing situations, regardless of their level of brand schematicity, consumers use the same number of criteria to make their selection.

Practical implications

When the commercial brand is a salient cue and regardless of the purchasing situation, it is important to provide information on the brand to consumers through any format, such as social media, leaflets, flash codes, in-store digital display, etc. When the commercial brand is not a salient cue, brand schematicity may be relevant to a segment of consumers because this consumer profile may need more information and will focus on the commercial brand. Brand managers could develop a specific approach to schematic consumers based on brand content, for example, brand managers could provide marketing materials (e.g. leaflets, flash codes, mobile apps) to retail store managers explaining the origin and value of the commercial brand. Consumers could also be provided with digital devices (such as tablets), which they could use to search for information according to these cues before choosing their product. Social media and online brand community could also provide more details about the brand and may provide an interactive area for discussions with consumers.

Originality/value

There has been little research on the effect of brand schematicity on the importance of product cues. To the authors’ knowledge, the interaction between brand schematicity and purchase according to product category has not previously been studied. The influence of brand schematicity changes depending on the importance given to brand cues.

Details

Journal of Consumer Marketing, vol. 34 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 1 November 2002

Rachel Smith and Alan J. Bush

The debate over how services should be advertised and communicated has raged on for decades. Much of the early work on services emphasized the use of tangible cues and was…

1390

Abstract

The debate over how services should be advertised and communicated has raged on for decades. Much of the early work on services emphasized the use of tangible cues and was primarily issue and/or profession specific. There are no real communication guidelines that encompass all service marketers. This paper looks at how consumers use information in a purchase situation to establish communication guidelines for service providers. Marketers know consumers rarely have full information in a buying situation and have devised communication strategies accordingly. Services in particular offer less information than traditional consumer goods because of services inherent distinguishing characteristics, e.g. intangibility, non‐standardization and concurrent production and consumption. Integrating both conceptual and empirical work this paper uses a framework of incomplete information to examine commonly practiced communication methods of advertising, signaling, personal sources and relationship marketing. Using the two‐dimensional framework advanced in this paper, 16 communication guidelines for service providers are presented.

Details

Journal of Services Marketing, vol. 16 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 13 August 2021

Mo Li and Hong-Jing Cui

This paper aims to examine the effect of face consciousness on purchase intention of organic food, to test whether this relationship would be moderated by purchase situation

1309

Abstract

Purpose

This paper aims to examine the effect of face consciousness on purchase intention of organic food, to test whether this relationship would be moderated by purchase situation (group vs individual) and advertising appeal (altruistic vs egoistic), and to explain the mediating role of perceived social value in these moderating effects.

Design/methodology/approach

Four between-subjects experiments were carried out (N = 123, N = 126, N = 130, N = 123) by using online questionnaires. Measured variables were introduced to assess participants' face consciousness, perceived social value and purchase intention. Two manipulated between-subjects variable were introduced to test how purchase situation (group vs individual) and advertising appeal (altruistic vs egoistic) moderates the relationship between face consciousness and purchase intention of organic food. SPSS Statistics 24 was used for the analysis of all experimental data.

Findings

Consumers with high face consciousness were more willing to buy organic food. Compared with the individual situation, face consciousness had a stronger impact on the purchase intention when the individual was in a group situation. Compared with egoistic appeals, face consciousness had a stronger impact on the purchase intention when the advertising appeal was altruistic. Perceived social value partly mediated the moderating effect of purchase situation and advertising appeal.

Originality/value

This study validates previous contributions on the effect of face consciousness on purchase intention of organic food and extends them by introducing two moderating variables. Additionally, it introduces perceived social value as a mediating variable to explain the mechanism of this effect.

Details

British Food Journal, vol. 123 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 11 September 2009

Nelson Barber, Tim Dodd and Natalia Kolyesnikova

The purpose of this paper is to examine the influence on search behavior of gender, purchase confidence, and internal knowledge in different purchase situations. It is expected…

4269

Abstract

Purpose

The purpose of this paper is to examine the influence on search behavior of gender, purchase confidence, and internal knowledge in different purchase situations. It is expected that there will be gender differences on search behavior, particularly given different purchase situations.

Design/methodology/approach

Multivariate analysis of variance was used to analyze the main and interaction effects of the independent categorical variables on multiple dependent interval variables. An online survey was distributed to employees in different geographic locations in the USA.

Findings

The results of situational use indicate that sources of information are perceived differently by males and females depending on their levels of purchase confidence and internal knowledge, suggesting that, when consumers consider sources of information, such as retail clerk, family/friends or themselves, the purchase situation influences that decision.

Research limitations/implications

The measure of the situational influence through brief descriptions of hypothetical consumption situations was required. Such descriptions could not include every possible feature of a natural setting, resulting in subjective interpretation by respondents of what are socially acceptable, possibly confounding results.

Practical implications

Consumers bring to the buying decision different types of experiences and expectations. Understanding how males and females seek varied sources of external information is relevant to the service industry in designing promotional plans, whether the product of choice is a restaurant, vacation resort, and hotel or tourism destination such as a winery.

Originality/value

The contribution of the research is to broaden the understanding of search behavior and the role gender plays, particularly in different purchase situations.

Details

Journal of Consumer Marketing, vol. 26 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 19 June 2007

Carol C. Bienstock and Marla B. Royne

This research integrates recent work on customer information acquisition in services marketing and economics of information research with literature on industrial buying behavior…

1908

Abstract

Purpose

This research integrates recent work on customer information acquisition in services marketing and economics of information research with literature on industrial buying behavior for the purpose of proposing and empirically testing a model that explores information acquisition in industrial purchasing.

Design/methodology/approach

To test the proposed model, an online survey was prepared using WebSurveyor and an introductory e‐mail with a link to the survey was sent to a sample of members of a professional organization of industrial purchasing managers.

Findings

Results indicated a differential use of information sources across differing purchase situations. When purchasing situations were perceived to be easy to evaluate, there was a significantly greater use of impersonal information sources. In addition, we offer evidence that the use of both personal and impersonal information sources does, in fact, increase the perception of goal clarity with respect to the purchasing task among industrial purchasers.

Originality/value

If marketers can help provide key information – both personal and impersonal – to their customers, they are helping to clarify the purchasing task. These communication efforts can then contribute to that satisfying outcome which might ultimately enhance the relationship between the two parties.

Details

International Journal of Physical Distribution & Logistics Management, vol. 37 no. 5
Type: Research Article
ISSN: 0960-0035

Keywords

Article
Publication date: 7 March 2016

Mariana Gomes, Teresa Fernandes and Amélia Brandão

Brands have traditionally been regarded as a key asset and a source of competitive advantage in purchasing decisions, as customers are expected to prefer stronger brands to…

3760

Abstract

Purpose

Brands have traditionally been regarded as a key asset and a source of competitive advantage in purchasing decisions, as customers are expected to prefer stronger brands to minimize risks. However, the role of brands in business markets is unclear and underresearched. The purpose of this study is to analyze the relevance of brands in a business-to-business (B2B) purchase setting and their key determinants.

Design Methodology/approach

A research model was developed to explain brand relevance when compared with other decision factors in a B2B context. Based on the frameworks developed by Zablah et al. (2010) and Mudambi (2002), the model considers the purchase situation, decision-maker characteristics and firm size as determinants of brand relevance in the decision-making process. One of the most prominent Portuguese construction groups, which comprised three companies, was chosen for the sample of this study. Data were collected through a self-administered, online, cross-sectional survey, resulting in a convenience sample of 87 decision-makers.

Findings

Findings suggest that attributes related with brands matter even in B2B rational decision-making processes. However, brands are not important to all organizational buyers or in all situations. Different purchase situations and decision-maker characteristics proved to have an impact on brand relevance, namely, brand reputation, prior purchases and brand awareness. Only firm size was not confirmed as a determinant of brand relevance in the B2B purchasing process.

Originality/value

B2B brand research is scarce, especially for industrial services. By investigating the determinants of brand relevance in a B2B purchasing context, namely, in a construction services setting, this study contributes to bridging this literature gap. Moreover, the few studies on the subject have been largely descriptive in nature and managerially oriented, while this investigation emphasizes hypothesis testing through a proposed research framework. Also, in managerial terms, identifying determinants of the importance given to brands by organizational buyers is critical in deciding when investment in brand development is more likely to payoff.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 2
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 19 January 2010

Svante Andersson and Per Servais

The purpose of this paper is to review international industrial purchasing and marketing literature with a focus on portfolio models, to develop portfolio models for buyers' and…

2814

Abstract

Purpose

The purpose of this paper is to review international industrial purchasing and marketing literature with a focus on portfolio models, to develop portfolio models for buyers' and sellers' international strategies, and to combine the models so that both the buyer and seller perspectives are dealt with simultaneously.

Design/methodology/approach

Literature on international industrial purchasing and marketing is discussed. Dimensions that are important for the buyers' and sellers' strategies are identified. Portfolio models for buyers and sellers are developed and the two perspectives are matched together.

Findings

The paper contributes a specification of features that are important for industrial buyers' and sellers' international purchasing and marketing strategies. These dimensions are used to develop a model of supplier relationship management and a marketing management model for supplier strategies. The consequences for the firm's international activities are discussed. A model combining industrial buyers' and sellers' international supply and marketing management strategies is developed.

Research limitations/implications

This paper provides a deeper understanding of international exchange processes by combining literature on international industrial purchasing and international marketing. Situations are identified where different areas of theory are applicable. The paper also contributes to the discussion on what should be the conceptual domain of international business. Here, it is argued that international exchange is the product of joint decisions made by two or more actors based in different countries. Earlier academic literature reveals a striking imbalance: while one side of the coin – the exporter side – has been extensively studied, the importer side has largely been neglected. In this paper, it is tried to present a balanced view of both sides.

Practical implications

This paper introduces portfolio management models that can be used for both industrial purchasing and marketing management. The paper stresses the importance of finding a fit between the marketing and purchasing strategies within a relationship. If both parties have positioned the relationship in a similar way, there are much greater possibilities for the relationship to create value for both parties.

Originality/value

The paper combines international industrial purchasing and international marketing perspectives as few studies have done before.

Details

European Business Review, vol. 22 no. 1
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 1 April 2006

M. José Garrido Samaniego, Ana M. Gutiérrez Arranz and Rebeca San José Cabezudo

Determinants of internet adoption in industrial purchase have rarely been paid attention in the literature. Considering this gap in the literature, the present study intends to…

4655

Abstract

Purpose

Determinants of internet adoption in industrial purchase have rarely been paid attention in the literature. Considering this gap in the literature, the present study intends to approach the factors that determine the use of the internet as a source of information in procurement.

Design/methodology/approach

This research analyzes whether different internet tools are used throughout the phases in the purchasing process and, at the same time, whether the characteristics of the buying situation determine the use of the internet in that process. The survey is based on an e‐mailed questionnaire sent to a sample of 103 Spanish firms.

Findings

In general, different uses of the internet tools are not observed in the different stages of the buying process. However, the characteristics of purchasing situations (novelty, complexity, perceived risk, time pressure and personal stake) at each buying situation make possible an explanation of the use of different internet tools throughout the different phases in purchasing.

Research limitations/implications

The results of this paper show that there are implications for practitioners related to the core hypotheses of the research. The contingency approach employed in the study makes it easier to adapt the different internet tools (web pages, intranet development or adoption of videoconference technology) to the specific characteristics of the buying situation in which they are primarily used. On the other hand, the main limitation of this research lies in the composition of the sample, so that it could be considered suitable to extend the study to different product lines and to decisions on service contracts in the near future.

Originality/value

This research analyzes whether different internet tools are used throughout the phases in the purchasing process and, at the same time, whether the characteristics of the buying situation determine the use of the internet in that process.

Details

Journal of Business & Industrial Marketing, vol. 21 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 9 January 2020

Patrícia Monteiro, João Guerreiro and Sandra Maria Correia Loureiro

Wine bottles compete for consumers’ attention in the shelf during the decisive moment of choice. This study aims to explore the role that visual attention to wine labels has on…

1233

Abstract

Purpose

Wine bottles compete for consumers’ attention in the shelf during the decisive moment of choice. This study aims to explore the role that visual attention to wine labels has on the purchase decision and the mediating role of quality perceptions and desire on such purchase behaviours. Wine awards and consumption situation are used as moderators..

Design/methodology/approach

The study was conducted in Portugal and 36 individuals participated in a 2 × 2 within subjects design (awarded/not awarded × self-consumption/social-consumption). For each scenario, individuals’ attention, perceptions of quality, desire and purchase intentions were recorded.

Findings

Data from eye-tracking shows that, during the purchase process, the amount of attention given to a bottle is determinant of individuals’ purchase intentions, a relationship that increases in significance for bottles with awards and for when consumers are buying wine for a consumption situation involving a social environment. In addition, both quality perceptions and desire are confirmed to positively influence wines’ purchase intentions.

Originality/value

By using an eye monitoring method, this paper brings new insights into the wine industry by highlighting the impact that wines’ labels and different consumption situations have on individuals’ attention and purchase intention. Wine producers and retailers may benefit from the insights provided by the current study to refine their communication strategies by either highlighting product characteristics and pictorial elements, as it is the case of the awards, or communicating about their products for different consumption situations.

Details

International Journal of Wine Business Research, vol. 32 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 1 August 2006

Claudio Aqueveque

This paper aims to investigate the influence of consumption situation on the use of extrinsic cues, such as price and expert opinion, in the assessment of different types of risk…

5541

Abstract

Purpose

This paper aims to investigate the influence of consumption situation on the use of extrinsic cues, such as price and expert opinion, in the assessment of different types of risk associated to purchase decisions.

Design/methodology/approach

An experimental design was conducted in a sample of 128 postgraduate students, using red wine as product category. The experiment manipulated consumption situation, price, and expert opinion about the product. Different types of risks associated with the purchase decision and purchase intention were then measured.

Findings

Results suggest that consumption situation affects the use of price in the assessment of performance risk, but only in the case of negative expert opinion about the products. Additionally, expert opinion demonstrated to have a strong effect reducing performance risk and increasing intention to buy.

Research limitations/implications

The main limitations of the present research are associated with the exploratory and inconclusive characteristic of the performed mediation tests, and the use of just one product category in the research. Future research should replicate the study in other product categories and include other types of extrinsic cues.

Practical implications

Managers should consider the complex effects of price on the assessment of risks related with a purchase, and the effect of consumption situation on the process. In addition, managers should use positive expert opinions in advertising and point‐of‐purchase material.

Originality/value

The study analyzes the influence of consumption situation on consumers' use of different extrinsic cues to assess risks associated with the purchase of uncertain quality products.

Details

Journal of Consumer Marketing, vol. 23 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

1 – 10 of over 68000